Today, I will share a few tips to give weight to the new model, so that the new model can get more initial traffic and expression after it is put on the shelves.
First, new product identification.
The most important thing about the new model being overweight is the new model logo. If your new model can be overweight, then your new product can get more traffic support than the original one.
However, there are some conditions for obtaining a trademark of a new product. These conditions are as follows:
B the main picture, detailed page number and title must be unique and cannot be duplicated with other pictures;
Second, products that have been removed from the shelves before may not be re-put on the shelves;
Baby that has not been auctioned, used or idle;
The commodity name shall not contain the words such as clearance and off-season.
In addition, if our products want to get a new logo, it is best to break the zero within 24 hours, so the chances of getting a new logo will be greater.
In addition, some categories have no new themes, and it is normal for some categories to have new themes behind them. But if there are violators in your shop, don't buy a new one.
Second, the weight of the store.
Store weight determines the support of new search and is an important factor of new traffic. The higher the weight, the more traffic the new model can get.
For the store weight, it mainly refers to DSR. If the DSR score of our store is gradually improved within one week, the comprehensive weight of our store will also increase.
DSR is actually very simple, and it is mainly optimized for description consistency, service attitude and logistics service.
In addition, many businesses often contact customers by telephone, prompting customers to reach five-star praise. But in fact, unexpected phone calls may arouse customers' disgust, so putting a small gift in the product to remind users in the form of express cards and short messages is more acceptable to users than calling directly.
Third, the store level.
The level of Taobao stores is calculated according to the transaction amount of Taobao 30 days ago. The higher the amount, the more traffic data Taobao can capture, and the higher the level of Taobao.
The higher the store level, the more it can be favored by Taobao. After the new product is put on the shelves, it will give more initial traffic, that is, test traffic.
The small partners involved in the operation should find that when operating different levels of stores, even if the two links are the same, it will be much easier to make high-level store links, which is the difference in Taobao's weight.
Generally speaking, our stores must be at least 4/5 in order to get better traffic and resources on the official platform.
Increase clicks.
As we all know, how much traffic did Taobao initially give you? The answer is actually very simple, that is, let your products attract users into the store through these exposures, so as to buy and become the gmv of the platform.
So when we get exposure, we must prove to the system that we can make full use of these exposures. To really attract users into the store, you don't have to make a deal, but at least you have to click well.
And the factor that affects the click volume is naturally making the main picture. For today's users, they generally don't spend too much time browsing the baby, so we need the main picture, which is the main picture that can catch the user's eye in an instant.
For different classes, our main map attracts different users, so we should learn to judge according to the actual situation.
For example, in the category of women's wear, users pay attention to the style of clothing; In the standard category, because the appearance of each product is different, we need to pay more attention to the selling points of the products.
Of course, the factors that affect the click rate are not only the main picture, but also the product price if it is a low-priced product. Nevertheless, the pricing of products should be based on the cost of our products, and there is not much room for optimization. You'd better not forget this when considering the price.
Fifth, the collection growth rate.
As I said just now, we should do a good job in the click-through rate and conversion rate of products and let the system judge the potential of products. However, for new models, it is difficult to directly achieve the conversion rate of 0 basis, so at this time, other factors need to help prove the potential of the product.
This figure is the ratio of collection growth.
Especially for non-standard products, the higher the collection purchase rate, indicating that this style is more acceptable to users. However, because the current products are all new links, the sales volume is not enough or the price is high, so the transformation cannot be realized.
Therefore, as long as you can ensure that the collected data and purchased data will not change for the time being, you can also let the system recognize the potential of your product.
Sixth, recycle old customers.
After the new products are put on the shelves, it is hoped that the sales of products will increase rapidly, and it is a good way to buy back through old customers.
Under the same operation process, the effect of product link empowerment brought by purchasing users to old customers is very different.
Therefore, after the launch of new models, we can launch some special preferential activities for old customers to guide them to buy new models again, which will promote the weight of single products and stores.
But for old customers, although our goal is to achieve zero inventory of new products and increase their income through them, it does not mean that we can only contact them when necessary.
Usually, you can say hello to old customers through the customer management function, or give some small gifts and coupons at random. Only under the constant awakening, old customers can form a certain brand awareness of our store, so that when it needs to be broken, the operation of our store will be much easier.
Only by doing the above six points can we realize the rapid enhancement right of new links, get enough first-wave traffic for new ones and better assist the product launch.