Every day, many new stores are opened on Taobao, and many old stores are withdrawing from the market. Because Taobao's rules are changing and the way of playing is changing, stores that can adapt to this change will adjust their strategies in a timely manner to deal with market changes; and stores that stick to the rules are easily eliminated.
The topic we are discussing today has some nostalgic meanings: how to enable those old Taobao people to rejuvenate themselves under the new market environment and new platform rules. After all, we cannot forget our roots. Taobao has developed to this day, and those old Taobao people have made indelible contributions.
Especially those stores that have accumulated a lot of old customers, it is a pity. They are quickly eliminated without adapting to a certain rule or some new ways of playing.
1. Strengthen store labels with old customers
In the early days, Taobao was quite crazi. Everyone basically sold whatever they made money, and they might sell everything in the store. The search rules at that time were product-led. As long as the product had advantages, it would have a good ranking. However, with the advancement of Taobao's "small and beautiful", platforms and consumers increasingly need those stores with more focused and distinctive characteristics. In this way, old shops need to find ways to strengthen the label and deal with all the previous miscellaneous things.
There is a better way here, which is to awaken old customers. Use some old customer marketing tools to design some marketing activities for old customers, strengthen store labels and product labels, and cooperate with the direct train. This is conducive to re-examining the store positioning.
2. Re-clutter the product
At the beginning, Taobao’s traffic was open, and the traffic would be given to whoever had high popularity, high reputation and good sales. So, at that time, in order to make full use of traffic, many Taobao stores sold everything. Is this easy to understand? When the customer comes, he doesn’t need this thing, and he may need something else. For example, the popular lemon green tea at that time was initially sold only cosmetics, but later it developed to the point where it sold everything.
But you can understand it this way: Taobao itself is a big supermarket, and it definitely does not want some small supermarkets to exist within it. What does it hope? What he hopes is that there are many counters, and everyone makes "small and beautiful" things. That’s why we have the current store labels, product labels, personalized recommendations, small but beautiful, etc.
Therefore, as a dying old store, first of all, you need to re-examine the store positioning and store products, what do you want to sell, or what is suitable for selling, so that the store can rejuvenate. In fact, this operation is not difficult, because the Taobao store in the past was the "hot era", and each store will have some good-selling treasures. And these treasures are often concentrated on some common characteristics.
For example, a few days ago, I looked at a store selling women's clothing. There are more than 200 women's clothing in this store, but more than 140 of them have never been sold. Among the more than 200 products at that time, there were basically all styles, including bohemian, ethnic, Korean, literary and artistic style, etc. It has been OK before the first half of last year, but since the second half of last year, the performance has been declining, and now there are only a dozen orders a day, which can really be described as dying.
I looked at the previous sales records of his store and found that several of the best selling hot products have one common feature: the literary style. So, I immediately gave him a suggestion: Kill the mess with a quick knife, and all clothes that are not literary and artistic, delete all links, including pictures in the picture space. Then the store style is redesigned to the literary style, which is closer to the literary style.
3. Regain new product weighting
Many old stores have a bad habit (all categories exist), and after the baby is launched, they will no longer care about it. For example, a few days ago, I saw a store selling sports and casual clothing, and had new treasures in 2011, which has become a factor that seriously restricts the overall quality score of the store.
For such dying stores, the obvious problem is that the store has almost no natural search weight, free traffic cannot be entered, it is very tiring to do it, and it has not had good results yet. In fact, in this case, the most important work you need is not to think about how to bring it back based on the current basis (I believe that many Taobao sellers have had this idea: How should I do it to restore it to my original state? How can I do my ranking to go back?)
At this time, I think most Taobao sellers don’t want to delete their babies because they care about the original reviews and the original sales. But: make a quick decision! Because they no longer have weight and cannot bring you traffic, unless you have been using a direct train to maintain it (but in fact, if your direct train is not profitable, is it meaningful to maintain it?), why are you reluctant to let it go? So, don’t feel sorry for it at all. Delete this baby directly and think about whether the market still needs this baby. If it is no longer needed, then it will not be available. If the market still needs it, then your correct posture is:
Re-title;
Make the first picture again;
Re-do the details page.
In this way, you can regain new product weighting to the maximum extent and gain the support of Taobao search engines. Because your baby has exploded and the market still needs it now, so you have an advantage, so there is still a possibility that this baby will explode again.
4. Make yourself a new store
Many times, if you look at whether a store is good or not, it doesn’t look at the reputation of the store. Some old stores also think that they are a crown store, and then they have advantages. At least for now, the impact of this on the weighting of natural search can be ignored.
Because your search weight is almost gone at this time, you should treat yourself as a new store when you start competing. For example, there is a key detail here: the selection of competitive keywords. I once encountered such an old store, which achieved two crowns, but with the changes in Taobao, it gradually declined, and it became like there were only three or five orders every day at that time. Then when he was launching a new title, he wrote the title and did it according to the word selection method I gave him. As a result, the main words he used were basically: dresses, T-shirts, casual pants, and other big words.
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