The following are common terms, English abbreviations, and abbreviations in the e-commerce circle. They often appear in daily work. For example: "Pull up today's CVR data and do a month-on-month and year-on-year comparative data analysis; Make an AIPL analysis report for the store; do the needs of the second-floor page of the store need to be re-evaluated?" This article lists an overview and definition of Taobao-related terms, classified according to "common nouns" and "data-type words", hoping to be helpful to everyone's daily work. helped.
The English abbreviation of CVR conversion rate (conversionrate) is CVR, which refers to the proportion of one-day transaction visitors and total visitors. The higher the conversion rate, the higher the quality of visitors. CVR is widely used and is also suitable for information flow. SEM and other data indicators. CVR = number of transactions/total visitors Example 1: The total number of visitors to store A today is 10, the number of transactions is 1, and CVR=10.
Example 2: Today’s SEM data was displayed 100 times, the final transaction was 1, and CVR=1. CTR clickthrough rate, abbreviated as CTR, refers to the number of clicks over a period of time compared to the number of impressions, which can be used to test whether the advertising image is attractive. It is recommended to do A/B testing and select materials with high CTR to increase subsequent advertising costs. CTR = Clicks/Impressions Example: A store has placed ads on search engines or information streams. Today’s impressions are 10, clicks are 1, and CTR is 10. The number of daily active users in DAU (DailyActiveUser) is DAU. Reflects the operation status of websites, APPs, mini-programs, and other Internet applications. The relevant ones are MAU (monthly activity).
CPUV independent visitor payment (costperUV), abbreviated as CPUV, refers to the cost of in-store traffic brought by media placement based on the number of independent visitors. CPUV = total cost/UV Example: Store A spent 10 yuan, and finally generated 1 unique visitor, with a CPUV of 10. The noun category crowd assets refers to the quantitative statistics of online users of brand merchants. The statistical model is AIPL, which was first designed and proposed by Alibaba. It is stored in the data bank and constitutes the crowd assets of brand merchants. The breakdown is as follows: A: represents the cognitive group I: represents the interest group P: represents the purchasing group L: represents the loyal group Global marketing refers to: users will have a universal ID account in the Alibaba ecosystem.
This ID allows brand merchants to visualize the entire link and omni-channel tracking from the media communication end to the e-commerce shopping end. Consumer behavior and traces can be visualized to achieve accurate and effective operations. It was first designed by Alibaba. propose. UNIDESK is one of the core products of all-domain marketing designed and proposed by Alibaba, which realizes "all-link", "all-media", "all-data" and "all-channel" marketing. The crowd data in marketing activities flows back to the data bank, and brands can optimize store marketing actions based on the data. In-site/out-of-site In-site: In each e-commerce platform, it is called in-site. For example: Brand A carried out in-site marketing activities such as interaction, e-commerce content, live streaming, and promotional gameplay during Double Eleven.
Off-site: Everything outside the e-commerce platform is called off-site. For example: Brand A carried out offline, private domain and other off-site marketing activities during Double Eleven. The abbreviation of GTAGMVToAIPL, AIPL is the abbreviation of Crowd Assets, which refers to the use of GMV to infer the crowd demand on each link of AIPL to provide data support for the next stage of marketing brand work. Data logic: Calculate the sales ratio of new and old customers, calculate the required volume of AIPL, and calculate the number of people based on the conversion rates of different link groups. FAST refers to: Alibaba marketing model. AIPL is a quantitative measure of a brand's total crowd assets, while FAST is a qualitative measure of the health of a brand's crowd assets.
The breakdown is as follows: F, Fertility, AIPL total amount A, Advancing, AIPL conversion rate S, Superiority, total membership amount T, Thriving, member activity rate standard products/non-standard products standard products: there is an official The specifications and models, style and appearance are the same. Examples: mobile phones, computers, home appliances, etc. Non-standard products: products without clear specifications and models. For example: clothing, shoes, etc.
SPU/SKU standard product unit (StandardProductUnit) is abbreviated as SPU. SPU is the smallest unit of product information aggregation. It is a set of reusable and easy-to-retrieve standardized information that describes the characteristics of a product. In layman's terms, products with the same attribute values ??and characteristics can be called an SPU.
For example: iPhone4 is a SPU, which has nothing to do with merchants, colors, styles, and packages. The abbreviation of stockkeeping unit is SKU. SKU can be in units of pieces, boxes, pallets, etc. SKU is the smallest physically indivisible inventory unit. When used, it must be handled according to different business formats and different management models. For example: SKU is most commonly used in clothing and footwear products. Matching purchase refers to: combination style. In e-commerce sales, merchants often combine several items for sale. DSR Seller Service Rating System (DetailSellerRating) is abbreviated as DSR.
The scoring standard is the arithmetic average of the scores given by all buyers within six consecutive months. The indicator range is broken down as follows: the product matches the description, the seller’s service attitude, the logistics company’s service, the seller’s delivery speed, the price band refers to: the range between the highest and lowest prices of each commodity variety. Pit location/Pit production pit location: fixed advertising space. Pitfall: The sales volume of a product in a fixed advertising space. Taobao's 8 major groups refer to: a division of all groups by mainstream e-commerce. It includes the following 8 categories of people: New white-collar workers, senior middle-class, exquisite mother-town youth, GenZ urban silver-haired towns, middle-aged and elderly urban blue-collar workers. Warm-up refers to: the notice and atmosphere creation before the event.
Features: There is no activity during the warm-up period, allowing consumers to see the intensity of the upcoming activities. Pre-sale refers to: products that are already on sale. Features: This product may not be in stock, and there is no way to pay in full. For example: Product A sells for 10 yuan during the Double Eleven event. You pay a deposit of 1 yuan before the pre-sale. When the balance is paid, you pay the remaining 9 yuan, and the merchant delivers the goods to you. E-commerce marketing IP refers to: various marketing activities created by e-commerce platforms. For example: Super Brand Day, Little Black Box, Ideal Life Club, Super Category Day, Handmao Big Brand Day? S-level/A-level/B-level refers to: the classification of e-commerce promotion activities. Different levels have different promotion traffic. S-class gt; A-class gt; B-class.
S-level refers to platform-level promotions, such as Double 11, 618, etc. A-level refers to industry category-level promotions, such as 3C Digital Festival, New Fashion, etc. B-level refers to store-level promotions. Top-notch goods in conventional promotions refer to goods that are scarce, easy to sell, and have unusual prices. For example: IP models, co-branded models, celebrity models, and models with potential to be hit items. The structure of goods refers to classification according to scarcity and based on the "pyramid" model. For example: the top part is "top-notch", the middle part is the minimum quantity or evergreen version, and the bottom part is the acceptance or long-tail version. Crowd data reflux refers to the reflux of crowd data posted by brands on off-site media to the data bank. Optimize on-site data and make secondary contacts to achieve precise conversions.
Crowd granularity refers to the degree of refinement of describing crowd portraits. For example: The granularity of the crowd in store A is too coarse, while the granularity of the crowd in store B is more focused. GROW refers to: a targeted growth model proposed by Tmall Design to guide categories in the FMCG industry. It is broken down as follows: G, full name Gain, to increase penetration R, full name Retain, increase repurchase power O, full name bOOst , improve price power W, the full name is Widen, improve new product extension power KA merchants high-quality large sellers (KeyAccount) are abbreviated as KA merchants, which refers to merchants whose sales volume ranks among the top in the industry category. Features: KA merchants will receive a series of priority privileges and support.
CPS sales point charge (costpersales) is abbreviated as CPS. For example: applied to live streaming to bring goods, now many experts and top anchors will negotiate with brand merchants to charge according to CPS. Social e-commerce refers to an e-commerce ecosystem that is different from large e-commerce platforms such as Tmall and JD.com. Features: Commodity transactions completed based on social relationships.
Examples: Pinduoduo, community group buying, WeChat mini program. Content e-commerce refers to an e-commerce ecosystem that is different from e-commerce platforms such as Tmall and JD.com. Features: Content e-commerce attracts users through content, and then implants product-related information to trigger shopping desire. Examples: Zhihu, Douyin.
The abbreviation of PDP product details page or product detail page is PDP. C2M consumer to producer (consumertomanufacture) is abbreviated as C2M. After collecting and integrating consumer psychology, consumer needs are assessed, and finally the information is sent to producers. Features: Reduce product selling prices and sales costs, meet the individual needs of niche consumers, and promote deeper consumption by consumers. B store/C store B store: refers to the stores in Tmall Mall, generally large merchants and brands, and the model is "B2C". C store: refers to the seller who opens a store on Taobao, which is a store for individual users, and the model is "C2C".
Performance marketing refers to: relying on various platforms and tools (combined portals, SEM, alliances), and based on in-depth research on the positioning, user behavior and investment costs of various Internet media resources, choosing One or more personalized marketing methods that are the most cost-effective for an enterprise. Features: As opposed to brand marketing, it is a marketing model oriented towards the pursuit of data results. For example: SEO/SEM, purchasing e-commerce site advertising, being a Taobao customer, live streaming, etc. The English abbreviation of DMP Damo Pan is DMP. It refers to: Alimama’s crowd-oriented refined operation directional middle platform based on commercial marketing scenarios.
Features: Covers consumer behavior, interest preferences, geographical location and other data tags. Provide personalized crowd selection, identify high-value crowds in stores, crowd portrait insights and preference analysis, and achieve precise marketing for merchants. TP/DP agent operation service provider (TaobaoPartner) is abbreviated as TP. Refers to: the hosting of service merchants certified by Taobao, which is currently defined as an e-commerce agent operation service provider. Douyin’s officially certified operating service provider (DouyinPartner) is abbreviated as DP. The waiter refers to the staff who first served brand merchants and users on the Taobao platform, and now extend to the staff of various e-commerce platforms. Examples: Tmall Xiaoer, JD Xiaoer, Pinduoduo Xiaoer.
Pain point/itchy point/pleasure point Pain point: In essence, it is fear. Itch point: What satisfies everyone’s virtual self. Cool point: It’s instant gratification. Taoke refers to a group that earns commissions based on the number of transactions based on the promotion model that is billed based on the number of transactions. Taokouling refers to: sharing in WeChat Moments through text. Taobao password format: one is the standard version, which allows users to go directly to the product page; the other is a personalized password, which allows users to go directly to the H5 page, store or product page. The second floor of the store refers to: after entering the brand flagship store, follow the instructions and pull down to enter the second floor, which is usually used as a brand interaction page.