Before discussing the core issue of the refined operation of the group category without source stores, the first thing to do in the NetTao is to clarify: this single-category refined operation is divided into specific situations. If your store is a new store that has just been opened or a small store with a low level (first and second level), then your operation should still be collected, uploaded and distributed in a centralized manner. Without a large number of product bases and without sufficient experience, even if you use the Blue Ocean product audition method, it is difficult to ensure that the selected products will be issued. At this time, we must insist on quantitative new products every day, explore competitive products from a large number of products, and gradually cultivate our own data analysis and product selection skills.
When your store starts to place orders slowly and starts to get on track, or your store sales have entered the third or fourth level, you must put the refined operation of the single category on the agenda. The reason is very simple. At present, the overall weight of the store has an increasingly greater impact on traffic, and various platforms have increasingly strict supervision of products for large-scale copying of other people's stores. The quantity of products is no longer the most important factor in determining a store's revenue.
Recently, many store players have encountered this situation: a small hit product in their store (compared to the products that have a big seller that have a thousand orders sunrise), there is no violation, nor is there a store’s downgrade. Then the traffic inexplicably begins to decrease, and then the orders are reduced, and the revenue is reduced. Many times, this is the life cycle of the product, and no product can be sold all the time! After a product cycle reaches, if the store has no other products that can top it, the store's traffic will decline sharply. This will affect sales, and the decline in sales will lower the store level, which will affect store traffic, and eventually form a vicious cycle, resulting in worse and worse store revenue!
In this case, we need to make other products in the store as much as possible into potential hot products, and push other products up when the main product is weak. It is not like the new stores we started, where 99% of the products have no sales, which is very dangerous.
Creating potential small hits is divided into four stages:
1. Product selection stage
The main job at this stage is to select products. If you don’t do it well at this stage, you will have a hard time in the subsequent work. The product foundation is not good, and it will be difficult for the gods to sell it to him! This is also a headache for many sellers with sources of goods. In this world of oversupply, not all products are popular. For them, they need to find ways to turn the hard-selling ones into easy-selling ones. For us, if we don’t sell, I won’t choose you.
For product selection, if you add 140 to ytq, unless you are experienced or have strong industry sensitivity, product selection will definitely cost you. Whether it is through official business consulting data or third-party business consulting blue ocean word tools, it still requires some cost. Regarding product selection, I have detailed explanations in other articles, so I won’t repeat them here.
2. Upload stage
I have also mentioned the title, first picture, product attributes and product details page separately in other articles. In the refined mode, it can be different from the previous one, and try to make the difference from the previous one. The greater the difference between you and the previous product, the more likely it is that your product is to be recognized as a new product by the system, and the more traffic support you will be given to you! In addition to optimizing the above four places, the time for putting on and off the shelves needs to be optimized and a stable new launch plan is formulated every day.
3: Horse Racing Stage
Offline, whether your product is good or not is assessed by "consumers", and it is actually the same online, but online, the consumer's assessment results will be fed back to the search engine through some data performance, and then guide the search engine's subsequent behavior.
At this stage, because the product has just entered the market, consumers will have an assessment (the possibility of direct conversion is smaller), so they are generally interested in clicking in, and then they may collect and purchase, and then decide whether to place an order to purchase after some comparisons.
At this stage, in order to ensure fairness, the platform gives all new products opportunities, and then see if your products are given a chance, whether or not your products are good. Of course, the number of opportunities for each product is different, depending on many factors, mainly due to the competition situation in your category.
Therefore, in the new horse racing stage, a very critical indicator is: can you attract consumers. There are three reflected in the data: click-through rate, collection rate, and purchase rate. Due to the influence of the time of removal, the opportunities given to you gradually increase during the new product assessment period. If at this stage, your collection rate and purchase rate are both showing a steady and continuous increase trend, then congratulations, the product will have a lot more protection when entering the next stage.
4: The order stage
After the previous horse racing stage and the assessment of consumers and search engines, it is proved that your product is OK. In this case, your traffic from the platform's natural search will increase rapidly, and at this time, your traffic and orders will enter a period of rapid growth.
Many people feel that at this stage, they will feel very comfortable and can rest assured! In fact, this stage is the most stressful period for real e-commerce operations, because it will determine how long your order can be stable. In other words, how long will your hot products last.
If we want this order to last longer, we must pay attention to consumer evaluation, logistics, and store dynamic ratings. These are important factors that affect your orders. Especially you should pay attention to negative comments. Whether the issues can be handled in the most timely and appropriate manner is very important. Why does traffic suddenly come down when it is growing rapidly? Don’t you know how fatal it would be if you gave you a few negative comments at this stage?
In addition, price adjustments are sometimes an important factor in maintaining continuous ordering. As your product explodes, more competitors will follow up. You will use peer intercept gameplay. 140 will be added to ytq and others will definitely do it. There is no way to eat all over the world with one move. At this time, you have to make price adjustments based on the situation of your peers' competitors, which we call anti-interceptance! Of course, according to my experience, do not modify the fixed price easily. Change the price through discount software. The impact of adjusting the price to a low price is smaller than that of adjusting the price to a high price. The range of each price change should not exceed 10%, and do not adjust the price frequently.
We will work hard to do the above four stages and explore more order-based products as much as possible, so that we can maximize the sales rate and store level of the store, so that the store's traffic can enter a positive cycle. We try to avoid putting treasures on a limited number of products, because this kind of store and hot product does not conform to the platform's values and development concept.
At the earliest, e-commerce platforms encouraged hot products because they needed to use hot products to enhance sellers' confidence. When sellers see that a product can be sold in such a large quantity on an e-commerce platform, it will attract them to spend more energy and sell more products online. In turn, the products on the platform become more and more abundant, and the attractiveness to consumers will become greater and greater.
However, it is now obvious that e-commerce platforms are no longer short of products, and the products are already abundant enough. At this time, another problem arises. If most of your store's traffic is concentrated on limited products, then more products without traffic or transactions are meaningless junk products. Putting aside the bad user experience for buyers, these products will occupy a lot of space in the database, forming too much redundant data. Maintaining a huge amount of junk data is a very resource-consuming and meaningless thing.
Under such circumstances, it will become increasingly difficult for stores to conquer the world by relying on a few products. Even if the volume of single products is not bad now, the order cycle will be much shorter than before. Therefore, in order to cater to the development trend of the platform, you need to shrink your product line and increase the proportion of products that are stable to place orders as much as possible.
Now you will see more and more stores, with only a few hundred or even dozens of products, but the order volume is not low, and there is even a trend of increasing orders. This actually meets the conditions for excellent sales rates. The platform believes that you are a high-quality specialty store.
The sales rate is related to the unsalable sales rate. The unsalable sales rate depends on the unsalable products. On Taobao, the official regulations and penalties for unsalable products are: there is no sales volume or any edits to the product for 90 consecutive days. This is considered as unsalable products, and unsalable products are not displayed or displayed later. I have said before that Taobao’s patience is not 90 days at all. I feel that at best, 30 days, if you don’t have any sales, you can be considered as a sluggish product.
Of course, the standards for sales rate also depend on the specific categories and store levels. Generally speaking, the sales rate requirements for low-level stores will be relatively low. At this time, the focus is on tapping limited hits. On the contrary, the higher the store, the higher the sales rate requirements. In addition, the more competitive the category, the higher the requirements for sales rate, and the more unpopular the category, the lower the requirements for sales rate. Furthermore, non-standard product categories have higher requirements for sales rates, while standard product categories have lower requirements.
For ordinary sellers, a normal sales rate of more than 80% is a qualified level, more than 90% is considered excellent, and 100% is considered perfect. It is difficult for store group sellers to realize, so they can only try their best to improve.
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