Taobao agent operation: identify the store positioning and reasonably plan the product layout

We know that Taobao now encourages small and beautiful shops. What is small and beautiful? In fact, to put it bluntly, it means that the store is clearly positioned, has clear style attributes, and each product layout is reasonable, which can connect the stores together to form a whole. Although these words are simple, it is not easy to realize them.
We need to plan for all aspects from the early stage of the store and maintain it continuously in the later stage. Today, I will share with you how to arrange the store. There may be more points to share and more words, but I'm sure there will be a lot of dry goods!

1、 Store positioning

As I said just now, "small and beautiful" stores are encouraged by the platform, so we can certainly build stores according to the general direction of the platform.
What should we do about store positioning? There are many points in store positioning. Let's talk about them one by one.

1. Crowd positioning

First, make clear who the audience of your store's product is, who will buy the product, and whether the product is used by the buyer. This is especially important because buyers and users are not the same in many categories, such as elderly clothing, pet products, mother and baby products, etc.
For this kind of product, our merchants should pay more attention to different people in different aspects. For example, in terms of use, pay more attention to users, and in terms of price, pay more attention to buyers.

2. Product positioning

The product positioning here is not the positioning of a single product, but the unified positioning of all products in the store.
Price: In order to ensure the accuracy of crowd labels, a store should limit its prices to the same price level. For example, the products in the store should be at the same price as the main clothing at the same price.
Of course, it is OK to have a small range of prices, but the price gap of all products in the whole store cannot be too large. For example, if a product is 100 yuan, the price of another product will jump to 2000 yuan.
Because every consumer has its own consumption level, there is generally no big fluctuation, and the price of your product fluctuates too much, which will lead to the system not knowing what price range to match you with, so that the crowd is not accurate.

Style: Now there is a term called "style shop". I believe many people have heard of it. Style shops need to maintain the unity of style from decoration, products, overall vision and other aspects. Even if the shooting method of goods is flat or model posing, it is best to be unified in the way.
However, what we are talking about today is mainly the unification of product style. For example, we are a women's clothing store. The women's clothing style includes six categories: sweet and fresh, personalized street, online celebrities, simple commuting, literary and artistic retro, and niche features. Then we can choose one to ensure that all styles are designed according to this style.

2、 Product layout

After confirming the store positioning, we will start to make a layout for the products. The above is the product positioning, which is different from the layout.
The so-called product layout is to let us know what role each product can play in the store, and then coordinate all products to assist the overall sales of the store.
Before making the product layout, I want to make it clear to you that not all products can become popular. Each product targets different people, and its role in the store is also different.
With this in mind, let's move on:


1. Diversion fund
What is the most important thing about a store? Nature is traffic. So after we open the store, we must have several products that can quickly introduce traffic for us and open the store situation.
In order to achieve the drainage effect, this product needs low price, a large audience, and high browsing and conversion.
This may be in conflict with the style shop. How can we ensure the style of the shop, a large audience, and high browsing and conversion?
In fact, there is no conflict. For example, we sell women's clothes in a simple commuting style. Isn't that a simple white shirt for women that has a large audience?
Then the price is slightly lower than other styles in our store, but be careful not to lower it to another price level. For example, the price range of our store products is mainly 250-300, so the price of our channeled funds can be set to 200-250. There is a certain discount, but it will not affect the overall population of the store.

2. Profit
Our goal of opening a shop is definitely to make money. No one will open a shop for hobbies or too much leisure. Therefore, the shop must have several models that can make profits, and only when the shop makes profits can it operate for a long time.
How to customize the profit model? First of all, we know that the profit model must be guaranteed in terms of quality and cost, and even better than other models. In addition, there is guaranteed profit above the cost, which means that the overall price will be significantly higher than other models.
We know that the higher the price, the lower the seller's acceptance of it. But we must be able to sell it to make profits for us. So this requires us to be more careful about the design of profitable products, and make users more receptive to this price with a prominent product selling point.
For example, if we do women's clothing, we can deeply analyze the preferences and habits of targeted groups and the current market trends, to create a style that best meets the current trend and also meets the needs of users, so as to attract users to achieve transformation.

3. Hot money
In fact, we don't define the best sellers. As the name suggests, best sellers are very popular products, which are characterized by high flow, high exposure and high order volume.
Whether it is a diversion fund or a profit fund, it may become a burst fund.
Only by making a good layout and positioning of products and stores, can we be more clear about the purpose of our stores at this stage, so as to operate according to the stage goals, and finally achieve the goal of making a good store.