Many categories will be divided into off-peak seasons. For many Taobao sellers, when the off-season comes, they often do nothing and even have a holiday directly. Next, the editor of Laogao E-commerce will tell you in detail how merchants should operate during the off-season.

1. The off-season will not only not reduce the investment in direct trains, but will increase it
This seems to be an unreasonable operation strategy, but if you think about it in a different way of thinking, you will feel that doing so is simply wise.
First of all, during the off-season, most sellers (your competitors) will reduce the investment in the express train, or even not, right! This means that your bid competition has been reduced a lot, so theoretically speaking, if you get the same amount of traffic, you will pay much less than during the peak season.
Secondly, don’t think that the conversion rate will be low during the off-season. During the off-season, if there is still a search demand, it basically proves that this demand is urgent, and the conversion rate will be higher at this time. For example, a northerner searches for "dress by the sea" in winter, what does that mean? It means that she wants to go on vacation by the sea. At this time, she searches for this keyword. So how to write a good keyword can be read by the author of the article. Demand is more urgent, and the conversion rate does not decrease but increases.
Finally, and most importantly: because of the off-season, the overall market is declining, not only your traffic and sales decline, but also your competitors. The division of store levels is based on proportion, which means that everyone is declining, and your level will not change much.
However, if you increase your investment in direct trains at this time and obtain more traffic, relative to your traffic and sales are increasing, which means that your store level is increasing. I don’t need to say more about the importance of store levels in affecting the acquisition of organic search traffic. When the peak season comes, you will find that your natural search ranking has gained unexpectedly.
So, the key is how to do it? I think this needs to be based on your actual situation. Generally, small and medium-sized sellers will have a good effect because your store level is low. Therefore, when small and medium-sized sellers operate, I usually recommend accurate long-tail words as the main one, and big and hot words as pay. This can better improve accuracy and save costs. As a small seller, you have to spend a penny in half.
2. Lay out some related products for the same type during the off-season
There are some special products that do have very low sales during the off-season, or even none. If it is not for the clothing category, you will find that off-season promotions do not look particularly reliable, such as this kind of thing: mosquito-proof door curtains.
Obviously, this kind of product is the peak season for sales only in summer. In winter, even if you do off-season promotions, increase investment in direct trains, etc., it will not be effective. So what should I do with this category? You can add some other products for the same category during peak season. For example, in this category, you can add some fabric door curtains. There is no requirement for very large sales, but you can maintain the store level during the off-season.