Taobao stores need to be updated at a certain frequency to enhance the vitality of the store; After the new product goes on sale, the seller will start to make it into a blockbuster. In addition to doing a good job in basic operations such as market analysis, selection, measurement and mapping, and internal skill optimization, the next two tasks are very critical for new products to create popular models. What should we do respectively?
[Improve the ranking of new products]
In fact, it doesn't take a long time to improve the ranking of new products, just three weeks. But the work arrangement of each week should be clear, and we should do it step by step, so that the ranking of new products can be improved quickly.
Week 1: Get a high click through rate
The first choice is the title keyword, and the most critical choice is the word with high attribute matching degree, bringing more accurate people. According to their own actual situation, PPC, competitiveness and other comprehensive consideration, small and medium-sized sellers preferred long tail words.
Then optimize the main map and details page to attract click. Extract the selling points of the baby, and then refer to some peers with higher ranking and better transformation, and express the selling points through the main map and details page in combination with your own baby.
Week 2: Increase the rate of collection purchase
For new products, the higher the rate of collection and purchase, the search system will also give more display support. Therefore, we should guide buyers to collect and buy more, so that they can become potential consumers.
You can mark the benefit points of collection and purchase on the baby details page and the first main map, such as "priority delivery of collection and purchase"; In addition to Wangwang's reminders from customer service, these methods can help new products increase several to dozens of collections every day. In this way, the collection and purchase of new products can be improved a lot.
Week 3: conversion rate and pit production
For new products, related sales can be used; For example, through the matching sales of related popular models, after accumulating a certain amount of basic sales, you can promote through the through car. The launch of through trains mainly focuses on targeting people, regions, etc., so as to accurately channel and greatly improve the possibility of transformation.
[Promotion Tools]
Here are two super recommended tools for creating blockbusters:
1) New product promotion
New products released within 60 days can be promoted with the "new product promotion" in the super recommendation. This function can help new products gain visitors, including new customers, old customers and potential customers.
The seller can add 10% of the basic premium to the group he wants to get. The low premium list in the early stage can be used as a crowd sign to see the number of people and observe the proportion of people; In the later stage, it will be optimized according to crowd data feedback.
When carrying out new product promotion orientation, it is necessary to clearly show to which groups, new customers or old customers. For example, if the repurchase rate is high, the premium of the old customers can be increased to mark the new products.
2) New sales of popular products
All products can use the function of selling new products, and not all of them are selling new customers. There are also potential customers and regular customers. For products with a certain sales volume or selling new products, the effect is better, mainly through the product attributes, store crowd characteristics and transaction crowd to match the crowd, so as to obtain traffic.
The premium of "people who like similar babies" and "people who like similar stores" must be set, and the new products can only be around 10%; The data feedback of the two groups, "highly active shopping intention group" and "preferential sensitive group", is not very good. If the seller with a small budget does not need a separate premium. If your order is low and the price is relatively favorable, you can test the "preferential sensitive group".
