1. What are the strategies of Taobao store marketing?
1, new strategy
Mainly used in non-standard categories, such as women's wear and shoes. Choose a fixed time to buy new products, so that customers in the store can form a habit and know that new products are on the shelves at a fixed time.
Before the new product is put on the shelves, it is necessary to preheat the new product in advance and tell consumers what the next new product is and whether it is worth your expectation. You can also test the products in the form of pre-sale to see if consumers will pay for these styles.
The new operation strategy in the world is innovation, measurement, stacking and finally explosion. This series of operation methods determines whether the store can sell the goods well.
On the other hand, new stores need to have research and development capabilities and develop new products quickly, otherwise they will not be able to support cyclical innovation, which will lead to the loss of users.
2. Explosive strategy
Used in standard product categories, such as electrical appliances. This operation strategy requires the team to quickly explode the sales of a product and quickly link a product to it.
When making explosive products, we need to focus on this product. This product is the first thing customers see when they enter the store, and the promotion cost is tilted towards this product.
The most terrible thing is that in the process of pushing the explosion, when the promotion cost is insufficient, it will not be pushed by half, resulting in the previous work being in vain.
The overall operational ability of the team is also higher. If you need a domineering and tough operation team to complete the planned sales within the specified time, you must try your best to do it, and you can't back down when you encounter problems.
3. Benchmarking strategy
Used in the category of absolute standard products, such as a certain model of Jiuyang Soymilk Machine, all stores sell this model of products, and the official quotation is exactly the same in terms of appearance, function and detail page design.
So how to make this product? Use benchmarking strategy, set up imaginary enemies, concentrate resources, quickly defeat the imaginary enemies at the current stage and enter the next stage.
At the same stage, all we have to do is get stuck and use it to create differentiation in homogenization. Differentiation can be: price, service, main map display, logistics, etc. And it is enough to beat the differentiation of competitors at this stage.
Then climb to the next stage, and then find the gap to beat the competitors in the next stage.
4. Repurchase strategy
Used in categories with high repurchase rate, such as cosmetics, women's wear, snacks and so on. The operation of the store also focuses on the way of recruiting the new and protecting the old, CRM management, membership system and so on.
The purpose of recruiting new customers is to attract the flow of new customers, to ensure that they always do CRM management, or to let customers spend many times with membership system.
This has a complete system, and consumers can buy it in buy buy.
5. Positive strategies
Short-term activities, quickly see the gap with competitors. In theory, all categories can be used, because with the platform, the platform will do activities, as long as it meets the requirements of the activities, products can go up to do activities.
However, it is better to choose a high customer unit price, because every activity has a KPI of the pit, and it is easier to complete the pit with a high customer unit price.
To choose this strategy, you need to master the profit of the product and the negotiation ability with Xiao Er, otherwise the profit will not be supported, and the last activity was a loss, so it is better not to do it.
With the profit, we have to negotiate with Xiaoer and tell Xiaoer that KPI can be completed after this product goes up, but if it can't be done, it may lead to a small black house.
6. Network celebrity strategy.
To use this, you must have an online celebrity first. Internet celebrities are defined here as being able to plant grass for others and become opinion leaders in small or big circles.
Theoretically, it is applicable to all categories, but it is best to use it in categories that are easy to grow grass, such as cosmetics, skin care products, mothers and babies.
7. Distribution strategy
It can be used to quickly establish cognition and establish a small category of cognition in consumer psychology.
In operation, we should find the same type of shops to cooperate with, pay attention to the benefit design of initial cooperation with shops, and realize the enjoyment of customers.
8. Compound strategy
Literally, two or more of the above seven operation strategies are selected and combined into the operation strategy of the store.
Second, what procedures are needed for Taobao promotion?
1, brand qualification
If you promote the use of other people's goods and brand names, then through train users need to provide corresponding brand qualifications.
The specific qualifications are as follows: brand registered trademark, trademark holder's subject certificate, trademark holder's sales to the store, and authorization to use the logo.
The review will take about 1-2 working days, and it will be promoted after 1 working days.
2. Industry qualification
General pharmaceutical machinery, cosmetics and health products all need to provide industry qualifications.
Qualifications required by pharmaceutical machinery, pesticide and veterinary drug industry: pharmaceutical medical devices only support the promotion of Tmall merchants, and Zhejiang Province needs an advertising list issued by the Food and Drug Administration for filing.
Cosmetics with special effects need to provide the approval number issued by the Food and Drug Administration.
Health care products only support the promotion of Tmall customers, and submit a list of health food advertisements that are intact and within the validity period issued by the Food and Drug Administration.
3. Media qualification
Through train promotes the introduction of media or activists, and provides cooperation qualifications according to needs. Cooperation qualification, including information such as media cooperation agreement or direct licensor's transfer to the store.