Many merchants are optimistic about this platform to settle in because of the large passenger flow of Taobao. Although Taobao has a large number of customers, it doesn't have customers when it opens stores, so we need to take good care of the operation. If we don't learn to take care of our stores reasonably, it will be a waste of time even if we spend time watching them every day. In the end, there will still be no sales, so we can only let our stores abandon the money, time and energy wasted. So it is a very pity that we will do it today. How to operate a Taobao shop

1. Positioning

If you don't know this, I suggest you buy a book called Positioning. This book is to teach you how to fight your own blue ocean in the Red Sea. Otherwise, what the other party sells, what you sell, the other party sells more than you, the price is still cheap, and the service is good. Why buy you? When you open a shop, you should know who you are selling to, their consumer ability, how to reach them, what content they like and how to present it. These are all things you need to know. In this way, you specialize in the categories you need to do, because you sell online and face customers all over the country, so subdivision is enough for you to survive, and some shops are still alive and moist.

Second, differentiation

Maybe you have located the store, but someone is already doing it. At this time, you need to make differentiation. Differentiated vision, differentiated services and differentiated products will make it impossible for consumers to judge the same product and compare prices. In the case of increasingly fierce ranking, you will get exposure and need click-through rates to form a click, otherwise you will be in vain, so differentiation. In this way, your store will break through. Here, I want to say a key point, not to let everyone differentiate for the sake of differentiation, but to make differentiation in line with the needs of consumers.

Third, don't be a grocery store

Many people think that I sell everything, such as dresses, T-shirts, jeans, etc. Isn't that more traffic? Wrong, all wet, these might as well be a professional store, such as women's clothes, what kind of women's clothes, pants inside short women's clothes, so as to develop for a customer group, instead of being complicated, so that customers can find that the store is unprofessional and the style can't attract each other.

IV. Evaluation

Shop evaluation is a very important job, because it can let us know ourselves and know where we are wrong, and correct it immediately, because consumers give evaluation because they have expectations for products, but if you don't meet them, it will bring bad reviews. At this time, we must treat them correctly, and correct them in time, and don't make mistakes again. After all, a bad evaluation can lower the overall conversion rate.

5. The core of operation is click-through rate+conversion rate

Take a careful look at Taobao. Any data or any action comes and goes around two data, one is click-through rate and conversion rate, so what you have to do is to write down the core contents that affect these two indicators and focus on them, such as click-through rate is visual and conversion rate is trust, so we will do it around this. Taobao operation skills

Item 1: Extreme product

When developing a new product, the first thing to do is to analyze the product.

it is necessary to analyze the competitive environment of products, the number of sellers, functions, appearance, price, audience size and seasonal factors. Do these have anything to do with building an ultimate product? Of course, this is the ultimate.

We can't make a product without an audience. We are an e-commerce. For e-commerce, it is the most important thing from survival to making money!

The sellers in the market should not be too big, such as women's clothes. What we see is that 2.23 million peers are competing with us, so how successful will I be if I make an ordinary women's dress? It's !

does it mean that women's clothes can't be made? Of course not. If it is to make extra-small size women's wear, the competitors will immediately become 94. Of course, there will be some extremes in this example, just to let merchants understand this truth. Before we do something, we should be prepared in advance, rather than facing a lot of stocks or opponents afterwards.

regarding the degree of competition, if the strength of the store is strong enough, you can choose the size of the market you want to cut into. If the strength is strong enough, you can not cut into the market with a larger crowd, and you are not afraid of the greater competition. This is a comprehensive look. But for small and medium-sized sellers, of course, the more subdivided, the easier it is to succeed.

regarding the price, we need to see what others are selling. If you know yourself, you will never win. Before the product is launched, we can look at the styles, a series of price ranges and sales of competing products.

This is also an important lesson for us to do. We need to know how much the product is accepted at a certain price and how much sales can be sold at the highest. If your price is high, the product will miss the opportunity no matter how good it is, so the price is also one of the factors of the ultimate product.

With regard to appearance, we have a look at the best-selling products on Taobao. These products sell 1, units a year. If we want to compete with them, the functions, effects and aesthetics of the products must be qualitatively improved. This is what I mean by extreme.

sellers should not think that mosquito-catching products can catch mosquitoes. Is it beautiful and useful? Wrong, with the changes of the times, the pursuit of beauty is the nature of consumers, the same function, the same price, do you buy good-looking or ordinary?

quality is basically needless to say now, and good quality is a must. What buyers need is a product that shines at the moment. Small sellers don't produce it themselves. Even if you buy a shop, if you don't think it's good, or if it's all the same, and the prices are all the same, don't work hard on it. It's basically a precursor to failure.

to sum up: we should find a reasonable market space, not too small, and have an audience. No matter whether we find a good product supplier or sell our products ourselves, our products must be differentiated.

the second item: the ultimate promotion

It is an indisputable fact that the fragrance of wine is afraid of the depth of the alley. We should promote the product through a series of means to let more people (including potential distributors) know that there is this product.

the above mosquito killer was launched in 215, and it will certainly not explode without reasonable promotion. I went online again on March 27th this year, and started to promote it with a new store. The through train added a drill exhibition, and the through train hit the search crowd, and the drill exhibition hit the relevant buyers of similar shops. Since April 25th, it has occupied the main search position.

this is the current sales volume of one of them (mosquito killer basically ended in July). Since the brand has not yet obtained the registration certificate, this is a product branded by one of Tmall stores, with a daily sales of more than 4.

the third item: the ultimate user experience

many sellers say every day that my model is not bad, the price is low enough, the main picture is not bad, and the details are logical, so why not convert it?

what buyers like is the most important thing. If your product buyers are unwilling to comment after seeing it, or even have no impulse to give bad reviews, it can only be said that it is too ordinary. Only you know whether the product is ordinary or the service is ordinary.

Taobao and Tmall, including other e-commerce platforms, must be a transaction mechanism of sharing and diffusion. No one wants people to position themselves as a shopping platform. Taobao's daily talk about Taobao's lifestyle is to give directions to sellers. Taobao wants to make the platform a lifestyle, a ubiquitous thing that is integrated into buyers' bodies.

then it is reflected in the product, and now it is mainly evaluation and buyer show, as well as buyer recommendation and sharing. Let's take the evaluation of a C store in mosquito killer as an example.

We look at the picture, 141 transactions were successful, and 116 evaluations. Such a high evaluation rate shows that in the eyes of Taobao's ranking rules, this baby is shared by everyone, and it is a baby with high attention. You must not believe that this store has only four hearts.

what is the result? It's a big step up in the ranking. Taobao just likes shops that serve well and are good for buyers. Let's take a look. The lowest category words are all four diamonds, and there is only one diamond shop.

let me give you another example.

Let's take a look at another baby below. What is the result of good comments and popularity? The same is a three-heart shop with the same high evaluation rate. Because the sales volume is not high, there is no bad review. If a bad review DSR floats green, you will know that it is all highly praised.

merchants should look at this baby's ranking again. The top 2 category words should at least go to the diamond shop or Tmall shop? However, this heart-class store is also on it.

Let's ask you again. Merchants can ask questions on their own initiative and let buyers answer freely. As long as your service is well guided, buyers won't talk nonsense.

to sum up: as an e-commerce, we don't think of products as physical products from the production line. Good quality physical products are only the basic elements of e-commerce products, and these related factors, such as description, main drawing, evaluation, price, sales volume, DSR and competing products, together constitute a comprehensive element of our products.

item 4: build a platform that can be shared

I said at the beginning that to build a successful product, it is necessary to reflect it with sales results, benefit more people, and use good extreme products to reflect value.

if it is only sold in one store, the power is too limited. Only when more sellers are involved, will there be more exposure. If there is no good distribution method, it will be very inconvenient for other sellers to do it.

So, we should set up a distribution system so that small sellers can go online conveniently and have a good mechanism to make money.

Because of our brand qualification, we can only open Alibaba distribution, and we can also use Tmall distribution system if possible. We should pay attention to two points. First, we must control the price, and we must not let the distributors adjust the price indiscriminately. The failure of price control is the main reason for poor distribution; The second is the source of goods. If you insist on sending goods one at a time, it will be better to control the price, and the distributors who adjust the price indiscriminately will stop sending goods at one rate.

item 5: let more people share

it doesn't mean that if you have a distribution platform, someone will help you sell goods. It takes skill and effort to find distribution.

The promotion mentioned above is a basic thing. Let other sellers feel that your baby can make money and sell well. Without this, it is impossible for a seller to find you, or a powerful seller to find you.

designing a good distribution value is the difference between the retail price and the purchase price, and it should also be acceptable to the final buyers, including activity assistance, after-sales service, etc. The price control mentioned above is to ensure the profit space of distributors. It is difficult for you to make a new brand or product without the participation of big sellers. Do it all by yourself, and the ratio of input to income is unreasonable.

it's hard to get the money back for pure advertising, because Taobao dominates the trend of traffic fragmentation, and it will become more and more obvious, so we just want to mobilize sellers to participate in product promotion.

and another reason is the popularity of products, so more people will show it. If you want to recruit and distribute, you can put a certain advertisement in 1688 (more than a few hundred yuan a day), and post it in places where sellers are concentrated.

Buyer Show and Micro-Amoy are also good ways to use them. All the places circled in the above picture can be operated and implemented, and the cost is not high and the effect is not bad. Just stick to it.

why do you want to create content? We have a pain point that buyers can't write or don't want to write, so they just want you to do it at once, and I just need to forward it with one click. Here, we need to do some diffused articles or experience it, so diffusion is more convenient. Of course, the transaction rate will be higher.

Now the traffic in the community is not low. There are good goods, people who love shopping, and they must buy a list, which everyone can do.

That's all, content manufacturing, including topic generation, should be all-round. There are many hot and effective places here, and we mainly do content diffusion in the following places.

Sina Weibo: Its characteristic is that it can control the crowd and promote it by itself. A few dollars at a time can also be promoted, and hundreds of thousands can also be promoted. The effect is still there, mainly depending on the content. Also, you can use micro-tasks to get big V to forward it for you.

Baidu knows: the spread of knowledge will make people believe and get everyone's approval more easily. In the future, we will discuss the content of this piece specifically, with outstanding results.

Baidu Post Bar, today's headlines and other places that can be played should be done. After this content is sent out, it will soon be included by major search engines, and it is easier for your brand and products to form an ecological chain.

Many people will say that this is too much trouble. In fact, as long as it is done normally, it is not as complicated as everyone thinks. It will take you less than ten minutes to write a Baidu Know and reply every day. I really don't understand that people sometimes brag and have no time to reply or send a Baidu Know.

item 7: keeping fans in captivity

now Taobao is making great efforts to crack down on messages such as wechat and QQ groups in headlines, SKUs or main maps. If found, serious direct punishment. However, as sellers, we must raise our own fans, which is the ultimate development direction. Only when we have the ability to make blood can we have a future.

Taobao actually provides us with a lot of places to keep fans. In fact, Want Want Group can do it, but we didn't do it. Taobao is now a shopping scene, and buyers won't feel disturbed when they enter Want Want Group, because they don't hang up at work. Don't think that you won't do it if others don't do it. You may find this is the easiest way.

another one is our micro-amoy, which has hundreds of thousands of fans in large online stores. If the content of micro-Amoy is well done and interactive, it is easy for tens of thousands of fans, right? And when you are in the new school, these fans can bring you strong motivation and effect.

item 8: diffusion harvesting

through these processes, we aim at a few, a large number of transactions, build a good product audience, enhance brand awareness and the possibility of subsequent development.

The above-mentioned Xiaohe mosquito killer still has no registered trademark. This year, it sold 112,562 units in Taobao and Tmall (affixed with other brands), with an average price of 1,426,423 yuan and sales of more than 15 million yuan.

Only Taobao Xiaohe brand ranks 9th in the category, and Tmall OEM ranks 1th. Only one product has almost the same total sales volume as other mature brands, and there is no price war, so it has a good profit margin.

due to the characteristics of seasonal products, it is not perfect, because TV shopping and micro-distribution have not been scaled up. Otherwise, it's not just hundreds of thousands.

Let's talk about it again. Our series of work is for diffusion. One of the fundamental elements of diffusion is viral, so that buyers can become our diffusion points. Through the platform building and profit distribution mechanism in Item 1, people who help us to spread can get reasonable profits, and finally a win-win situation.

then, through the network established by ourselves, the distribution system of the second product (still need to be well designed and developed to produce the ultimate product) is on standby, because because of the success of the first time, the promotion of the second product will be relatively easier, because the distribution is ready, and it is easier to do the basic work for the second trip because of mutual trust.