Promotion and trusteeship: refined product layout of online store operation

Promotion and trusteeship When we operate online stores, many businesses like a lot of products, which are easy to sell, difficult to sell, have a market, and have no market. Because online stores do not have the same space restrictions as physical stores, as long as the details of the pictures are well put on the shelves. The principle of Taobao's exposure is that as long as it is a product, it will be shown. This idea was right in the early days of Taobao. Because Taobao lacked products in the early days, businesses need to help Taobao enrich its background categories. But now the background categories of Taobao are very rich, otherwise there is no universal Taobao. But now the system is facing the problem of homogeneous products, too many unsalable products, to a certain extent, the waste of Taobao traffic. Therefore, the subsequent increase in the weight of dynamic sales is the change made by Taobao to assess the operation ability of the whole online store, rather than the operation ability of individual products.

The product layout is multi category development. It is good for a single small seller to do a good job in one category and make a best seller. Generally, large and medium-sized sellers have many best sellers. This is a basic multi category layout, but if there is only one best seller in the store, once the best seller has a problem, other babies can't replace the best seller, Then the store basically returned to the original point! The business has plummeted, so the product layout is also a topic worth studying!

The quantity of products is closely related to our store. The number of treasures operated by our online store is too small, so there is little room for buyers to choose, that is, there are few opportunities to participate in traffic. Some buyers buy products for easy matching. Even if the matching style is relatively expensive, they will choose our store. It is also not conducive to the layout of the store's baby titles, and the loss rate and average length of stay are also difficult to have a better performance; Of course, too many treasures will lead to inventory and management pressure, as well as dynamic sales rate problems. In terms of refined or multiple products, the number of products that a store needs to maintain at different stages is different.
For example, in the early stage of online store trusteeship in a new store, 10 products may be enough first, because the dynamic sales rate needs more than 10 babies to start the assessment, and the initial 10 babies will be revitalized first. Then we will start to introduce new products in a rhythmic way. Now, Taobao has a great deal of weight support in the new area. Then, according to the potential and performance of the new products, we will eliminate some styles with poor performance, and continue to add new products. We will screen the products again and again. At a certain stage, the store will be maintained at about 30-50 treasures. When it comes to normal operation, The total number of treasures in the store is between 50 and 100. Many shopkeepers think that these treasures are hard to find, and they also took pictures to make details. Is it too wasteful to take them off the shelf directly? In fact, these products that can't sell or bring traffic are more harmful to the store if you drag them off the shelf. As a shop, you must not be obsessed with the better number of treasures in the shop, but also be willing to deal with bad money, If there is no stock, it will be deleted and removed from the stock. If there is stock, it will be cleared at a discount or disposed of as a gift as soon as possible. Of course, the above data is only for the general scope of most categories. In some categories, the entire category cannot find 20-30 products. It is impossible to link several products on one product for dynamic sales rate.

We need to classify the products of a store, because according to the location defined by the product, it is impossible for a store to have all the best sellers. Because of the cost, inventory is a big problem. It can't be all profitable products, because few customers like high priced products. So we should distribute products according to the layout of a product:
Diversion products: Sales volume: ★★★★★ Profit: ★★★ Inventory: ★★★★
Attract customers with high cost performance ratio and attract visitors to the store. It may not make money or even lose money, aiming to boost the popularity of stores and save promotion costs,
Main promotion: Sales volume: ★★★★★★ Profit: ★★★ Inventory: ★★★★
The main output style of the promotion of the store is the image product of the store, which establishes its position in the market and lays a good foundation for the promotion of the store.
Auxiliary promotion: Sales volume: ★★★ Profit: ★★★ Inventory: ★★★
The second tier stores the most popular styles and promotes the styles of secondary exports. As the reserve army of popular styles, it has good potential. It is also the cornerstone of the store, providing continuous power for the store. Online store hosting
Profit model: Sales volume: ★★★ Profit: ★★★★ Inventory: ★★
The drainage effect is weak. As the rich categories of stores and the matching products of popular products, it is the core point of the store's profit source and the strength of the core level.
The above is the basic positioning of our store's products. The diverted products may not make money, but the attracted visitors may have made a deal with the profitable products, which is the role of the diverted funds. Because the profit will be a little more expensive than the market price, the normal drainage capacity is weak. The main promotion is the main image product of the store, but any popular product has a life cycle. The role of the auxiliary promotion is to replace the popular product as the image product of the next store when the popular product enters the recession period. When we have a detailed product layout positioning, all products have their own responsibilities and missions, which can match each other. It will not lead to chaos and blind stocking and pricing.