After more than half a month's study and reflection, I paid a lot of tuition fees and learned a lot on the way.
Later, in the process of practice, it was found that there were some problems in the original planning catalogue, so it was optimized and nine dry goods were formed. And in the name of "Dugu Jiujian", the e-commerce operation "Dugu Jiujian" was presented to everyone.
[digression] Nine Sword Dugu is a martial arts expert in Jin Yong's novels. Jin Yong's novels "The Condor Heroes" and "the legendary swordsman" mentioned that it was created by "Demonbane", who sought defeat alone, killed all enemies and defeated all heroes, and the world was even more helpless. He only lives in seclusion in the deep valley and takes carving as his friend. However, "Nine Swords of Dugu" may be the result of Yang Guo's hard study of various martial arts all his life, and it was also written under the guise of "seeking defeat by being alone" in order to thank him for his kindness in teaching arts. (Notes on Youth at the Front Line-Public-* * Public * *-Reply to "Nine Swords of Dugu" for viewing and analysis)
About how to choose products, you just need. 19 minutes? You can get to the point.
-Directory structure? ——
The "choice" of three-board axe:
Platform users and traffic attributes
The difference between standard products and non-standard products
Selection strategy of standard and non-standard products
New preparation of products
How to choose products is one of the key factors for the success of e-commerce. Some products are naturally insulated from e-commerce, such as the funeral industry. Even if the product is excellent, it is impossible to succeed. Choosing an excellent product can be said to be more than half the success. The first piece of three axes (the third piece of nine swords) tells you how to choose products. I will discuss it in four parts.
Different positioning of e-commerce platforms attracts different users, and different situations may occur for the same product on different platforms. Therefore, the first step in product selection is to understand the platform users and traffic attributes.
1. 1, user attribute
According to various statistics, the user attributes of Pinduoduo are as follows (as of August 2020):
The annual number of active buyers of Pinduoduo Platform reached 683.2 million.
Female users account for 70% of the total users.
Married users with children account for 58% of married users.
Third-tier and below cities account for 55% of the total users, second-tier cities account for 3 1%, and first-tier cities account for 14%.
The age distribution is 25-30 years old (29.47%), 365,438+0-35 years old (27.37%), 24 years old and under (24.265,438+0), 36-40 years old (65,438+03.68%) and 40 years old.
Personal annual income is 25,000-60,000, accounting for 6 1% (monthly salary is 2,083-5,000 yuan).
Spending more than three times a year accounts for 62%.
Through the above data, we can basically describe the mainstream user image of Pinduoduo e-commerce platform: a married mother in her thirties, living in a third-tier and below city.
With such a user image, there is a basic reference when choosing products. This kind of people are very sensitive to prices, and the surrounding environment is mostly acquaintances. In big cities, the changes are slow, so the service requirements will be higher and the tolerance will be slightly lower (there is no point in targeting, because big cities have a fast pace and high time cost, and many things feel that they are delayed and afraid of trouble).
Give me some real things I met when I opened my own shop.
When I first opened the store, my product was diapers to meet the needs of the role of mother. We lost money in the early stage and gave it to users at almost free price, but there are still a large number of users who want to get experience clothes. One of them neglected the delivery because there was no warehouse, and another one sent diapers less, and complained to the customer service.
In addition, we have set up preferential cash back, ranging from 1 yuan -3 yuan. Previously, the favorable cashback on Taobao 10 yuan was basically ineffective, but users on Pinduoduo used to follow up and upload videos in order to get more 1 yuan.
If others feel bad after receiving the goods, they will definitely apply for a return. But for most Taobao users in JD.COM, a few dollars is too much trouble, so they may choose to forget it.
Therefore, if you want to open a shop in Pinduoduo, you'd better choose the first-hand goods, and more often you win by quantity. The gross profit of single product is much lower than that of Taobao and JD.COM.
1.2, flow type
What is traffic? Traffic refers to the number of views of your products on the e-commerce platform. Like the number of people passing by the store door or entering the store when opening the line.
Pinduoduo platform has more than 600 million users. How to turn them into the traffic of your store is the key to e-commerce operation. I will discuss it with you in detail in the following "Measurement of Payment" and "Promotion".
Here is a brief introduction to the traffic classification in Pinduoduo. Because the flow of some categories of goods is limited, basically one or two stores share all the flow, so we should avoid these categories reasonably when choosing goods.
The traffic in Pinduoduo is divided into free traffic and paid traffic, and the free traffic comes from active traffic and natural traffic. Paid traffic is often called promotion or driving. Paid traffic is divided into different types according to different charging modes.
CPS: Deduct expenses according to turnover. This model is adopted by Duoduo Jinbao, similar to taobao guest.
CPC: Deduct fees by clicking, multi-searching and multi-scene, similar to Taobao training and super recommendation.
CPM: Deduct fees according to thousands of exposures, gather booths and star shops, similar to the diamond exhibition of Taobao.
CPT: Deducting fees by time period means that merchants buy out the traffic in a certain time period.
OCPX: It is an intelligent dynamic bidding adjustment based on the click-through rate and conversion rate of a single traffic and aiming at the optimization of conversion cost.
By the end of 20 19, there were 565,438+million merchants in Pinduoduo, and there may be more in 2020. When you open a shop, you face many competitors. Promotion is like buying a better store. The higher the position, the greater the flow. Therefore, when you choose a product, you should fully consider the factors that affect the click-through rate, such as style and packaging.
The selection method, measurement method and promotion strategy of standard products and non-standard products are completely different, so you should decide whether you want to be a standard product or a non-standard product.
2. 1, the difference between standard and non-standard products
Standard product: generally refers to products with similar functions or the same appearance, and there is not much difference between products. Practical tools such as diapers, paper towels and folders are all standard products.
Non-standard products: there are many differences in style or function. Such as clothes, bags and other products.
Before opening a shop, you should think about whether your product is standard or non-standard. Because consumers' demand for standard products is clear, such products need brand effect and price advantage. When promoting, there are relatively few keywords, so the single payment is higher and the ranking requirements are higher.
Non-standard products can choose more keywords and attributes, and they need more operational strategies. In the selection of keywords and the design of the main picture, we should seize the impulse consumption of buyers and guide buyers to stimulate their desire to buy when they enter the product. Even if the location is low, it will not affect the click rate of the main picture.
2.2. Differences in buyers' habits and operating strategies
Standard products are products with the same or no obvious difference in function and appearance. Consumers just need them, and there is no factor of browsing casually. Buyers rarely turn over several pages in a row to find products, and most of them will pay attention to products with more sales and search for top products to place orders.
Therefore, ranking has the highest impact on standard search traffic; Every store is striving for the first place in the whole network. Therefore, the standard products will lead to higher bids, grab the ranking before the opening, and gain more exposure.
In addition, the price has a great influence on standard products. Even with the same product price difference 1 yuan, the conversion rate of products below 1 yuan is much higher than that of expensive products 1 yuan.
Therefore, the buyer's choice of standard products is most influenced by two factors: product sales and price. (Compared with other e-commerce platforms, Pinduoduo's brand factor is not the biggest. If you are a manufacturer and want to be a new brand, then more products are the first choice.
When consumers choose non-standard products, when they don't browse their favorite products on the first page, they will continue to browse more pages or change keywords to continue searching for favorite styles.
There are many factors that affect the conversion rate of non-standard products, except ranking, price, accuracy of people, product style and so on. Therefore, the choice of funds must be based on the analysis of industry data, and at the same time, we must measure the funds and speak with data. ?
You can log on to the backstage-promotion tools-search industry analysis and search word analysis to see if the style you choose is hot and what the trend is, and at the same time go to the "boutique creative list" to see how the main picture with the highest sales volume is designed.
Non-standard products are full of uncertainty, and opportunities can be found by measuring money, while standard products are deterministic. How to beat the top merchants or find market segments is this part to be discussed.
3. 1, standard product selection strategy
For standard products, there are generally top merchants, and the "Matthew effect" in category products has already appeared. The stronger the strong, the weaker the weak. The creation of standard explosions requires you to hand-to-hand combat with the head merchants. What is tested here is your own advantages and abilities.
The operation strategy is relatively simple: Zeng Guofan's method of "building a hard camp and fighting a dark war" is to "fight the country first" and then "protect the family" and continue to suppress sales. (The follow-up article "Three-Axis Promotion" will be discussed in detail. Please pay attention to the notes of the first-line youth.
Sun Tzu's art of war emphasizes "winning before a war", so the choice of standard products is more about the analysis of its own advantages and disadvantages, and the preparation for winning before a war. Details are as follows:
Choose a big market with advantages.
Choose a market segment with no advantage.
There is no manufacturing advantage or differentiation in market segments.
None of the above advantages have been optimized in the cut-in mode.
A, choose a big market with advantages
When choosing to make standard products, we should analyze our own resources, and the order of advantages is: capital first, team second, supply chain third, product advantage fourth.
Because the ranking and price of the standard products are the most influential factors, if you have the financial advantage, you can improve the search bidding, postpone the profit plan, choose the previous strategic loss, increase the pit output and impact the ranking.
Pit output is pit output, that is, the turnover of your goods under a certain category (product unit price x sales quantity = turnover = output) (category is the keyword of your search, and the search will lead to the booth of goods, and the square graphic booth is the "pit" of your goods). The pit output largely determines everyone's search traffic.
Lack of capital advantage, then there must be team advantage, a good operation, a good designer, a good customer service, a warehouse manager who can deliver goods in time, all of which can improve the success rate of products to a certain extent.
The advantage of the supply chain is not only the simple provision of goods, but also whether it can be quickly adjusted according to the operation rhythm. Payment cycle, ex-factory price and stocking speed all affect the "war situation" of "first-line" operations.
Finally, the advantages of the product, whether it is exclusive, whether the price is beautiful, whether the function is awesome and so on.
On the other hand, whether your product meets one or more of the above four conditions, if so, you can consider choosing this product to try your luck in the big market.
B, choose a market segment without advantages.
If you don't have the above advantages, then consider avoiding the big market and choosing market segments for mining.
Take the mobile phone case as an example. The main function of mainstream mobile phone case is to prevent falling, so you can choose exquisite mobile phone case for women's market, leather mobile phone case for high-end business market and 3D printed mobile phone case for geek circle. 8848, isn't Meitu mobile phone such a strategic play?
The total number of market segments may not be comparable to that of the big market, but the competition is relatively weak. When choosing products, we should fully consider whether the products in our hands meet the specific needs of a certain group of people and maximize the value of this group.
There is no manufacturing advantage or differentiation in market segments.
If the market segment is also saturated, then you can consider making some advantages or differentiation. If it is brand authorization (brand differentiation), repackaging (packaging differentiation). For example, Baba's Nezha diapers are repackaged.
It can also be redesigned in appearance or differentiated in added value, such as giving away services, personalized customization and so on.
D. The above advantages are not optimized in the cut-in mode.
If these games have been broken by peers, then you can try to "save the country by curve" and optimize the way of cutting in.
Because I make diapers, many games on it are broken. However, some merchants who have settled in the industry choose to avoid diapers and choose wet paper towels to cut in.
Firstly, the user groups of wet wipes and diapers are the same, and secondly, the cost of wet wipes is much lower than that of diapers.
When this merchant settled in, the diaper category top had already taken shape, but there was no head merchant for wet tissues, so he quickly occupied the head of wet tissues category, and after accumulating a large number of users, he launched diapers in the store, only by operating the merchants in his store, the diapers were sold well.
The above is the selection strategy of standard products. To sum up: analyze your own advantages and fight again if you win.
3.2, non-standard product selection strategy
For non-standard products, this is a market that seems to be fiercely competitive but full of opportunities everywhere. Want to do a good job of non-standard products, need experience and data.
First of all, you need to have some industry immersion time (experience). Only in this way can you have a good sense of industry to control the layout of the store.
First, the control of fashion trends
For non-standard products, popular elements will change differently every year and quarter. How to keep up with the trend, or predict the popular styles in advance, and create and screen out the suitable styles according to these popular elements requires the seller to have enough fashion sense. If you don't know anything, you can only learn from other people's explosions and then test them one by one. But it will take a lot of time and manpower, and get twice the result with half the effort.
B, the control of operation rhythm
There is a big difference between non-standard products and standard products, that is, non-standard products will change seasons. When to start operating new products in the next season, when to select, measure and prepare new products, etc. , all need to have enough experience in these aspects to control the rhythm of products.
C, the control of visual presentation
It is very important for non-standard products to look good. This good-looking is not only the style, but also the effect presented on the main map of the shop. If you want to have a good visual presentation, you need to take into account many aspects, such as art design. I suggest you do these yourself, don't look for outsourcing. Looking for outsourcing, you have to go through a process to know the final effect. If the final result is not good, we may have missed the best time to change seasons.
Experience is mainly to let us know the life cycle of products. General products have four cycles: preparation period (introduction period), growth period, explosion period (maturity period) and decline period.
When choosing products, we should look at the product cycle, master the product life cycle and plan the product operation rhythm reasonably, so as to have a chance to win the market. Imagine 1 1 products that broke out in winter. If you don't start choosing products until the end of 1, you will definitely miss the opportunity. You must choose products according to their life cycle, and you should make product selection and payment measurement during the lead-in period.
On the basis of certain industry experience, non-standard explosions need to cross the river step by step and feel the "data". (The follow-up article "The Promotion of Three Axes" will be discussed in detail, so please pay attention to-public-* * public * *-:the notes of first-line youth)
The accuracy of the non-standard product crowd determines the product conversion rate, the portrait of the store crowd needs the support of operational data, and the basis for selecting funds needs to be based on industry data analysis.
1, to find out consumers' preferences.
The simplest and most direct way to get to know platform users is to become users yourself. Enter the platform search box, search for the products you want to make, check the category ranking and several well-selling goods or stores, and find out the store data of the most direct competitors for comparison.
In addition, you can go to the backstage "data center" = "traffic data" = "product hot search words", select the category you want to do, and check the favorite popular styles of platform users.
2. Preliminary selection
1 Step, select some styles and see if you can find new products with similar styles. If you can, you will basically compete head-on with the top merchants of this popular style, and the specific method can go back to the analysis of the advantages and disadvantages of the standard products.
If not, or there is no advantage after comprehensive analysis, then give up this product decisively and choose other main products.
If you find that a product has been sold out on other platforms (such as Tik Tok, Aauto Quicker, Taobao), but not in Pinduoduo, then the probability of explosion of this product in Pinduoduo will be very high, and the sooner it goes on the market, the better.
3. Use hot words to guide fund selection
Non-standard products are inseparable from data. Check the popularity and trend of the style you choose in the promotion center-promotion tools-search industry analysis and search word analysis.
In addition, you can look up hot words and long tail words. In the promotion center-promotion scheme-new promotion scheme-add keywords, and judge the popularity of current products through the search popularity of words.
When viewing keyword popularity, you can also add "keyword expansion" and "custom addition" to verify the competition intensity and search popularity of the selected products.
Only 30% of non-standard products are selected, and the other 70% need to be measured, which proves that the current selection can have room for growth. These contents will be discussed in the next article "Three-axis Measurement of Money".
The above are the selection strategies of non-standard products. To sum up, step by step, cross the river by feeling the "data".
Style is the foundation, the main picture is click, the details are transformation, and praise is the decision.
4. 1, picture
The 20-word formula of e-commerce products: "Style is the foundation, the main picture is the click, the details are the transformation, and good comments are the decision".
It can be said that based on the fact that VR and AR are not popular at present, e-commerce products are basically selling pictures at the beginning. It can be seen how important pictures are for e-commerce products.
There are three kinds of pictures of products: the first picture, the main picture and the detailed picture. The strategies adopted respectively are: the first picture is media-oriented, the main picture is detail-oriented, and the detail picture is FABE-oriented.
First, the first picture
The first picture is the first picture of the main picture, and it is also the first impression of the user when he sees the product, which is very critical. Its quality directly determines the click rate of the whole product.
The design principles of the main drawing are as follows:
Do not violate the advertising law and meet the platform audit standards;
The clarity of the picture should be high, and the main body of the product should be presented;
On the main picture, attack the copy and highlight the strongest selling points, not too much;
Benefit introduction, such as price, gift, service, etc. ;
The main picture should be 3-5;
If you can add video to the main picture, you must add video.
Prepare 3-5 master drawings because both "smart creativity" and "manual creativity" in the promotion plan will use the master drawings. The actual operation process of main drawing design is divided into four steps: acquisition, analysis, design and testing.
You can search through the search box of the platform to see how the top competing products design the main picture, and you can also see the top picture design style of peers with high sales volume through the promotion center =, promotion tools = and high-quality creative list.
Based on the collected first pictures of peers, this paper analyzes the design of our own products, and finally tests the click rate of different main pictures through "promotion plan" = "creativity", and finally selects the one with the highest click rate as the first picture of products. (This is also one of the core contents of measurement)
B. Main drawings
You can upload the 10 main map. Except for 3-5 first pictures, the rest are all designed with a selling point for each main picture. Strive to make users basically understand the core selling points of products after reading the main picture, so that the main picture can achieve the function of detailed explanation.
C, detailed map
The detailed map is used together with the main map, and the first three screens of the detailed map must grasp the key points. If the main picture has explained the selling points, then the first three screens can put some selling points and other content, and move the repeated content to the back.
Generally speaking, it is suggested to follow FABE principles in detail drawing design: Feature, advantage, Benefits and Evidence.
Product features include functions, attributes, instructions for use, precautions, etc. The advantages of products are the selling points and characteristics of products; Revenues show the benefits that products can bring to users, recent activity offers, etc. Evidence is used to support the above evidence, and the best evidence is the praise of users.
You can ask customer service to pay more attention to the questions asked by customers, or pay more attention to the problems that are not well evaluated by peers to see if your products have been solved. These problems can be extracted and displayed in the detailed map of goods, thus improving the conversion rate.
4.2. Title and Pricing
The topic involves the choice of keywords, which will be discussed in the measurement link here. Here, let's talk about product pricing.
In a product, it is necessary to set up SKU reasonably and distinguish between drainage fund and profit fund. However, the price difference between SKUs should not be too big, otherwise it will be easily judged as "low price drainage" by the platform.
The purpose of e-commerce is to make a profit, and we can't blindly pursue low prices when pricing. You can refer to the prices of peers and the price range that the platform likes, and at the same time control the profit rate at around 15% (net profit/operating income) * 100%, so that the store can develop healthily.
Ok, that's the third sword of the nine swords of Dugu: selecting songs, and the next one will enter the "three axes test" (the first part): search and promotion, be there or be square!
Finally, the welfare time to enter this article:
Total data table of diapers on the whole network (WeChat official account-* * WeChat official account-:Notes of first-line youth, reply keywords: product selection data)
Extreme vocabulary tools prohibited by advertising law (/)
In the next issue, we will discuss how to do search promotion, which is the legendary "driving"
See you next time, bye ~ ~