We all know that it is not difficult to open a Taobao store. Just register and submit the information, but running a Taobao store is not such a simple operation. If you want to run a Taobao store well, It’s even more difficult and requires a lot of learning. There are some skills to running it well. Let’s take a look at how Taobao stores operate.

Taobao store operations should cover 5 aspects. I will introduce these 5 aspects separately below:

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1. Positioning

If you are not clear about this, I suggest you buy a book called positioning. This book teaches you how to carve out your own blue ocean in the red ocean, otherwise the other party will What do you sell? What do you sell? The other party sells more sales than you, the price is cheaper, and the service is good. Why should they buy from you? When you open a store, you need to know who you are selling to, their consumer power, how to contact them, and their What content do you like and how do you present it. Here's what you need to know. In this way, you can specialize in the subdivided categories that you need to do. Because you sell online and face customers across the country, subdividing it is enough for you to survive. Some stores are still alive and well.

2. Differentiation

Maybe you have positioned the store, but someone is already doing it. At this time, you need to make differentiation, differentiated vision, differentiated service, difference Products are differentiated. If consumers are differentiated, they will not be able to judge that they are the same product, and they will be unable to compare prices. In addition, as the ranking becomes more and more fierce, you need to have a click-through rate to match the amount of exposure you get, so as to form a click. Otherwise, it will be in vain, so differentiation, everything must be differentiated, so that your store will stand out. The key point here is not to let everyone differentiate for the sake of differentiation, but to do it in a weird way. You understand, it’s about differentiation in line with consumer needs.

3. Don’t be a grocery store

Many people think that I sell everything, dresses, T-shirts, jeans, etc., selling everything, won’t there be more traffic this way? Wrong, totally wrong. It would be better for you to build a professional store. For example, if you sell women's clothing, women's clothing, short women's clothing, pants, etc., you can develop it for a customer group instead of being too complicated, which is the opposite. Let customers find that the store is unprofessional and the style does not attract them.

4. Evaluation

Store evaluation is a very important job, because it allows us to understand ourselves and where we have made mistakes, so we can correct them immediately, because consumers give us Evaluation means having expectations for the product, but if you fail to meet it, it will lead to bad reviews. At this time, you must treat it correctly and make corrections in time, as well as the product. Don't make the same mistake over and over again. After all, one bad evaluation can turn the product into a bad one. The overall conversion rate has dropped.

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

If you look carefully, any data or action taken by Taobao revolves around two pieces of data, one is clicks rate and conversion rate, so what you have to do is to write down the core content that affects these two indicators, and focus on it. For example, the click rate focuses on vision, and the conversion rate focuses on trust. Then we will focus on this. Taobao operation skills

The first item: the ultimate product

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

It is necessary to analyze the product competitive environment, number of sellers, functions, appearance, price, audience size and seasonal factors, etc. Does this have anything to do with creating the ultimate product? Of course, this is the ultimate.

We cannot make a product without an audience. We are an e-commerce company. For e-commerce companies, from survival to making money, this is the most important thing!

About market sellers cannot be too large, such as women’s clothing. What we see is that

2.23 million peers are competing with us. So if I make an ordinary women's clothing, how likely will I be to succeed? It’s 0!

Does it mean that women’s clothing can’t be made? Of course not. If it is selling women's clothing in extra small sizes, the number of competitors will immediately increase to 94.

Of course, there are some extremes in this example. I just want merchants to understand this truth. Before we do something, it is better to prepare in advance than to face a lot of inventory or opponents afterwards.

As for the degree of competition, if the store is strong enough, you can choose the size of the market to enter. If the store is strong enough, you can enter the market with a larger crowd. You are not afraid of higher competition. This is to comprehensively Look. But for small and medium-sized sellers, of course, the more segmented they are, the easier it is to succeed.

As for price, we have to look at what others are selling? If you know the enemy, you will be victorious without fighting. Before a product is launched, we can look at the styles, price ranges and sales volume 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 point and how much sales it can sell at the highest level. If your price is too high, no matter how good the product is, you will still miss out on opportunities, so , price is also one of the factors for the ultimate product.

As for the appearance, let’s take a look at the products that sell well on Taobao. These products sell 100,000 units per year. If we want to compete with them, the function, effect and aesthetics of the product must be of high quality. Improvement, this is what I mean by extreme.

Sellers should not think that mosquito-catching products only need to catch mosquitoes. Are they beautiful and useful? Wrong, with the changes of the times, it is the nature of consumers to pursue beauty. With the same functions and the same price, should you buy a good-looking one or an ordinary one?

The issue of quality basically goes without saying now, good quality is a must. Buyers need products that are eye-catching. Small sellers do not produce them themselves. Even if you buy from a handmade store, if you don’t think they are very good, or if they are all the same model, with high, medium, and low prices, then the same model is everywhere. Just don’t work hard on it, it’s basically a precursor to failure.

To summarize: We need to find a reasonable market space, which cannot be too small and must have an audience. Whether it is finding a good product supplier or producing and selling it ourselves, the product must be differentiated.

Second item: Ultimate promotion

It is an indisputable fact that the aroma of wine is also afraid of the depth of the alley. We must use a series of means to promote the product and let more of people (including potential distributors) know about this product.

The mosquito killer lamp above was launched in 2015. Without reasonable promotion, of course it will not become popular. I re-launched it on March 27 this year and started promoting it with a new store. The through train added Diamond Exhibition, the through train targeted the search crowd, and the Diamond Exhibition targeted buyers related to stores in the same category. Starting from April 25, it occupied the main search Location.

This is the current sales volume of one of the models (mosquito killer lamps were basically sold out in July). Since the brand owner has not yet obtained the registration certificate, this is an OEM product from one of the Tmall stores, with a daily sales of more than 400 units.

The third item: the ultimate user experience

Many sellers say every day that my model is good, the price is low enough, the main picture is also good, and the detailed logic is also good. , why is it not converted?

The most important thing is that buyers like it. If buyers are unwilling to evaluate your product after seeing it, or even have no urge to leave a negative review, then it can only be said to be too ordinary and not a good product. Only you know whether the service is average or mediocre.

Taobao and Tmall, including other e-commerce platforms, must be transaction mechanisms for sharing and diffusion. No one wants to be positioned as a shopping platform. Taobao is talked about every day as Taobao's lifestyle. It is to give sellers direction. Taobao wants to build the platform into a way of life, a thing that is ubiquitously integrated into the buyer's body.

As for the products, now it mainly focuses on reviews, buyer shows, and buyer recommendations and sharing. Let’s take the evaluation of this mosquito killer lamp from a C store as an example.

Looking at the picture above, there are 141 successful transactions and 116 evaluations. Such a high evaluation rate shows that in the eyes of Taobao’s ranking rules, this product is something that everyone is willing to share and is a product that everyone is willing to share. If you are a highly-attracted baby, you must not believe that this store only has four hearts.

What is the result of this? This is a big improvement in ranking. Taobao likes stores with good service and good treatment for buyers.

If you look at it, the lowest category word rankings are four diamonds, and there is only one diamond-level store.

Let me give you another example.

Let’s take a look at another baby below, what are the results of good reviews and popularity. It's the same Sanxin store with the same high rating. , because the sales volume is not high, there are no negative reviews. If there is a negative review, the DSR will turn green, so you can tell by looking at the DSR that they are all high reviews.

Businessmen take a look at the ranking of this product. Among the top 20 category words, at least they must be in Diamond stores or Tmall stores? However, this top-notch store is also on it.

As for asking everyone, merchants can take the initiative to ask questions and let buyers answer freely. As long as you provide good service and guidance, buyers will not talk nonsense.

To summarize: We who are e-commerce companies should not understand products as physical products coming off the production line. Good quality physical products are only the basic elements of e-commerce products, as well as descriptions, main pictures, evaluations, and prices. , sales volume, DSR and these related factors of competitive products together constitute a comprehensive element of our products.

Item 4: Build a platform that can be shared

I said at the beginning that if you want to create a successful product, you must use sales results to reflect it and let more people Benefit and use good ultimate products to reflect value.

If you only sell in one store, your power is too limited. Only by involving more sellers can you get greater exposure. If there is no good distribution method, other sellers will want to do it. It would be very inconvenient.

So, we need to build a distribution system so that small sellers can easily go online, and have a good mechanism for them to make money.

Due to our brand qualification issues, we can only open Alibaba distribution. If conditions permit, of course we can also use the Tmall distribution system. We should pay attention to two points. One is to control the price. Distributors must not be allowed to adjust randomly. Price, failure to control prices is the main reason for poor distribution; the second is supply. If you insist on drop shipping, it will be easier to control the price. Distributors who adjust prices arbitrarily will stop shipping.

Item 5: Let more people share

It does not mean that with a distribution platform, someone will help you sell goods. Finding a distributor requires skill and dedication.

The promotion mentioned earlier is a basic thing. It is to make other sellers think that your baby can make money and is easy to sell. Without this, it is impossible for any seller to come to you, or a powerful seller to come to you.

To design a good distribution value distribution, it is the difference between the retail price and the purchase price, and it must be acceptable to the final buyer, including event assistance, after-sales service, etc. The price control mentioned above is for Guarantee profit margins for distributors. It is difficult to create a new brand or new product without the participation of big sellers. If you do it all yourself, the ratio of investment to income is unreasonable.

It is difficult to recoup the cost of pure advertising, because Taobao has dominated the trend of traffic fragmentation, and it will become more and more obvious. We must mobilize sellers to participate in the promotion of products.

And another reason is the popularity of the product. The more people sell it, the more exposure it will have. If you want to recruit distributors, you can place a certain amount of advertising on 1688 (a few hundred yuan a day). Post in places with concentrated seller circles, etc.

Buyer Show and Weitao are also good ways to use it. The places I circled in the picture above can all be operated and executed, and the cost is not high and the effect is not bad, as long as you insist on doing it Just fine.

Why do we say we need to create content? One of our pain points is that buyers don’t know how to write or don’t want to write. We just want you to do it all at once and I can just forward it with one click. We just need to do some diffusion here. Articles or experiences can be spread more easily. Of course, the transaction rate will also be higher.

The traffic in the community is not low now. There are good products, love shopping, and must-buy lists. Everyone can do it

Taonei has finished talking, content creation includes topic generation , it needs to be comprehensive. There are many popular and effective places here. We mainly spread content in the following places.

Sina Weibo: The characteristic is that you can control the crowd and promote yourself.

You can promote it by spending a few yuan at a time, or you can promote it by hundreds or thousands, and the effect will still be there. It mainly depends on the content. You can also use micro-tasks to ask big V to forward it for you.

Baidu Knows: The use of Know-how’s communication will make people believe it more and get everyone’s approval more easily. We will discuss this content specifically in the future, and the effect is outstanding.

Baidu Tieba, Toutiao and other places where it can be used must be done. After this kind of content is published, it will soon be included by major search engines, making it easier for your brand and products to be formed. An ecological chain.

Many people will say that this is too troublesome. In fact, as long as it is done normally, it is not as complicated as everyone thinks. It will not take you ten minutes to know and reply to one message every day from Baidu. I really don’t understand. Sometimes people are bragging and don’t have time to reply or send a message to Baidu to know.

Item 7: Fan trapping

Taobao is now working hard to crack down on messages such as WeChat and QQ groups in the title, SKU, or main image. If found, severe and direct penalties will be imposed. But as sellers, we must cultivate our own fans as the ultimate direction of development. Only if we have the ability to create blood can we have a future.

Taobao actually provides us with many places to cultivate fans. In fact, Want Want Group is fine, but we have not done it. Taobao is now a shopping scene, and buyers will not feel the same when entering Want Want Group. Excuse me, because I usually don’t hang around when I go to work. Don’t think that you won’t do it if others don’t do it. You may find that this is the easiest way.

The other one is our Weitao. Weitao, a large online store, has a lot of fans in the hundreds of thousands. If the content of Weitao is good and interactive, it is easy to get tens of thousands of fans, right? And when you launch new products, these fans can bring you strong motivation and effect.

Item 8: Diffusion Harvesting

We go through these processes with a few goals, close a large number of transactions, create a good product audience, enhance brand awareness and the possibility of subsequent development.

The Xiaohe Mosquito Killer Lamp mentioned above has not yet been registered as a trademark. This year on Taobao plus Tmall (with other brands), 112,562 units were sold in one ***, with an average price of 1,426,423 yuan, with sales reaching more than 15 million yuan.

Only the Xiaohe brand on Taobao ranks 9th in the category, and Tmall OEM ranks 10th. Just one product has almost the same total sales volume as multiple models from other mature brands, and it does not require There is a good profit margin in a price war.

Due to the characteristics of seasonal products, the performance is not perfect, because TV shopping and micro-distribution have not reached scale. Otherwise, it would not be just a few hundred thousand units.

Let’s talk about it again. The purpose of this series of our work is to spread. One of the fundamental elements of diffusion is virality, allowing buyers to become our diffusion points, through the platform building and profit distribution mechanism. , let the people who help us spread get reasonable profits, and in the end it is a win-win situation.

Then through the network established by myself, the distribution system for the second product (which still needs to be well designed and developed to produce the ultimate product) is on standby, because due to the success of the first time, the distribution system of the second product is already on standby. Relatively speaking, the promotion of the two products will be easier because the distribution is ready. Due to mutual trust, it is easier to do the basic work for the second time on the road.