How to do a good job in Taobao new store? How can we increase sales?
First, judge whether the product is ok.
What has always been emphasized is whether the store can do it, and the importance of products accounting for 80%:
Product line, later planning and promotion;
If the product is not good, it is impossible to plan and promote the store.
Many, many novices will have a misunderstanding when they enter Taobao. When they see that others can make money in big markets such as clothing and cosmetics, they feel that they can make money by going in. Since you can think of it, will others not think of it? So this situation leads to more and more fierce competition in this kind of market. The core resources in the upstream of the industry are occupied by big brands and their own sellers. At the moment, novices want to enter the market, and they have high requirements for resources and operation technology. Inexperienced novice sellers will definitely struggle.
How do you judge your product market?
Two methods:
1) Enter the product you want to make in the Taobao search bar, such as "decorative painting":
After sorting by sales volume, you can have a general look at the current market sales volume. The sales volume of the first two pages is 1000+, and the prices and styles of peers are obviously very advantageous. Therefore, in order to really sell the new store, the basic sales volume in the early stage must be 1000+. If you want to do it well in the later stage, your style and planning must keep up. The capital investment and difficulty are still visible.
2) Of course, these are subjective. Let's take a look at the data again, open the seller's center's business personnel-market-search analysis, and enter "decorative painting".
Mainly look at three data: search popularity, the number of online goods, and the proportion of shopping mall clicks.
Search heat represents the search volume of this product in the market; The number of online goods is not difficult to understand, that is, the number of treasures on Taobao at present; The click ratio of shopping malls represents the difficulty of category competition, and the ratio mostly represents more Tmall stores, more Tmall and a big market.
We use keyword multiples to represent the degree of competition in the market, namely:
Keywords multiple = daily search popularity/number of online products
Given a reference value and the keyword multiple is less than 0.5, it is not recommended for novice sellers to enter again, and the competition is very, very difficult.
Competition degree of decorative painting here =16379/14759687 = 0.005438+0.
The result is clear at a glance.
Remember one sentence, I have spent countless tuition fees to gain experience: how much money you can earn depends on how weak your opponent is.
What needs to be explained here is that many payment functions of business personnel must be purchased more than once. It's really inconvenient for the new store to have no tools.
New stores can only borrow or rent accounts, such as QQ group.
When you pass the transition period, it is strongly recommended that you buy official tools.
Second, product planning.
There are two key points in product planning: main drawing and evaluation.
1, main picture: I decided not to click on you, but to browse your customer points directly.
Consumers can't see the goods sold on Taobao. What you can see is your pictures and text descriptions, even 70% are pictures and 30% are words.
Very simple, for example:
This is the shop that I analyzed and optimized before:
The one that sells well stands out: no preservatives are added. The second place is "eat three more bowls of rice every meal". It seems that this copy is more cultured, but consumers will think you are fooling. Because you are emphasizing "I smell better than others". Of course, in addition, there is an understanding that most people who buy this seafood sauce are women. Why do women eat three more bowls?
The first one looks vulgar, but it talks about a clear interest relationship. It must be different.
So I asked the shopkeeper a question, and I changed it to "handmade, healthier". Then about half a month later, his conversion rate doubled.
Of course, different products in different markets have different user concerns. Therefore, as a salesperson, we should pay more attention to what competitors are selling and why they want to buy, pay more attention to the evaluation of competitors, ask everyone what customers are most concerned about, and then optimize their products in a targeted manner.
2. Evaluation: After entering the store, the evaluation determines the transformation to the greatest extent.
The decision that "ten bad reviews ruined a store" is not sensational. There must be no bad reviews when the new store opens!
Basic evaluation is also necessary, that is, "brushing".
First of all, you should sort out the relevant real evaluations that meet the characteristics of your products. It's simple: look for them in the good comments of peers. If it's better, look for it in JD. Evaluation of COM. You make a pair of pants:
Find the one that meets the characteristics of your product, and then organize it into excel. Then, let the person who swipes the bill use these comments when buying. So the degree of truth is very high.
There is also a concept of "dimension label", which you should have seen in the mature product evaluation of peers:
This is called "dimension label", which is the evaluation you are looking for. Should be consistent with these words. In this way, the later evaluations will also rank high.
Of course, if you want the person who brushes for you, you need these conditions:
1) Buyers have a high reputation.
2) Buyers write more words.
3) with a map.
4) With size label.
Third, shop diagnosis.
Mainly, how to treat your own store background data:
Data is the basis for diagnosing shop problems. When there are problems in our store, such as traffic drop and conversion rate drop, there must be a reason. Most of the reasons can be judged by logical analysis. All our analysis and judgment must be verified and analyzed by data. Without this step, we will only make subjective analysis and make mistakes easily.
Open the sales staff, you can see the sales, visitors and conversion data of the store that day.
Open the flow of sales staff, and you can see the number of visitors of each item in the store in the last 7 days:
And the composition of the single product circulation channel in the past 7 days:
Case study:
For example, the traffic in our store is about 3000-4000 a day, but now it has dropped by 1000. What should we do at this time?
The normal analysis idea is as follows:
Step one:
Open the business personnel flow chart, look at the source of goods, and see which goods flow has dropped. You can choose the time period and see when the goods flow has started to decline.
Step two:
I'm just demonstrating shops and goods here. If the traffic of the first product drops, let's check the source of goods (the traffic needs to be sorted vertically and horizontally) to see which traffic channel is falling.
Step 3:
Then click on the category-commodity 360 to find this commodity, which mainly includes the number of visitors, conversion rate and collection purchase.
Step 4:
Then lock this traffic channel and find out why.
The general decline in traffic is hand-amoy search, hand-amoy home page, through train and so on. Let's look at the reasons one by one.
1. If the mobile search traffic drops, there are generally three reasons:
1) The root cause is the recent decline in store sales or the increase in rival sales.
2) The store conversion rate is declining. At this time, we need to consider: Are there any bad reviews in the store recently? Do you want to change the picture? Is the new pre-sales customer service transformation not done well?
3) The change of industry search volume, generally before the big promotion, the overall traffic of the industry will decline. Of course, there will also be some categories affected by seasonal factors, geographical factors and holiday factors;
2. If the through train traffic drops, check the recent changes in the competitive environment of peers, because the number of shops offering paid advertisements suddenly increases, your through train cost will increase, and the traffic will drop if the daily quota remains unchanged.
(If there are several peers with large bills, they will increase the average daily output of the category a lot, while your products will remain unchanged, which may lead to a decline in traffic; )
3. If the home page traffic drops, it may be that you recently changed the first picture on the home page, resulting in traffic changes. The standard on the front page of this manual is rather vague.
4. Try to analyze the conversion rate, sales volume and collection and purchase of goods in the past week. The decline of mobile search traffic is directly related to these three points. For example, the conversion rate will drop by half from today, and the flow will drop after three or four days. The decrease of flow will lead to the decrease of daily output, which in turn will lead to the decrease of classified flow, and a vicious circle will follow.
Also, doing Taobao and taking fewer detours are also part of success. Finally, friends who do Taobao can share some tutorials with you for free. I also hope you can make money in the store as soon as possible.
I don't accept apprentices, don't sell tutorials, just share. If I want them, I can trust my tutorial in private. In addition, I also use security to supplement resources, which can be shared.