Taobao agency operation: how to deal with medium and poor ratings (I)

Today, I would like to talk about some understanding and solution ideas about medium and poor reviews, and give some friends who are not very experienced in Taobao's operation a foundation. Medium and poor reviews are also a key link that we Taobao people must face when operating explosive funds. With a correct and comprehensive understanding, we should try to solve medium and poor reviews from the source of prevention, In order to further prevent and solve the problem, the following contents are also recorded. Let's take a look at a few cases:
Case 1: Zou * * Lighting Business Department:

I am the seller of store C, and some JD merchants send it from me, but there are many returns, so I will not send it to him. The previous order gave me four bad comments at once, and the evidence chain was complete, but Taobao waiter didn't care! I still need to find JD customer service to delete it for me. 4 bad comments. The person was deleted after 48 hours.

Originally, the daily turnover was more than 1300. The 48 hours when the bad review came into effect were only about 600 a day. You told me that the bad review had no effect... With the development of various platforms, the proportion of malicious buyers on Taobao is getting higher and higher because of Taobao's medium and poor rating mechanism.

Case 2: Lin * * * Xiaoyu:

When I first opened the store, I got a good or bad review. I couldn't sleep for days and nights. I called the buyers and asked them to correct me like my grandson. My anger burned in my chest. After years of mental devastation, I met people like Sister Xianglin and said I was wronged. My body was extremely poor. When it was serious, I had breast hyperplasia and was not far from cancer.

I think many small sellers have my experience. Later, instead of studying how to do business well, I spent all my energy on how to deal with various exotic buyers. When I was angry, I stopped doing business for two years, and I came back again! If you give me a bad comment again, I will write a story. People's hearts are fleshy!

Case 3: Rong * * * ng:

If you don't like it, you can return or exchange the goods. If you can communicate with others, you often meet with a silent negative comment. It's heartbreaking. Merchants are ready to run their stores with zero temper. Nearly eight years ago, they have experienced both sweet and bitter experiences. I gradually get used to the zero temper. My most depressing thing is why I gave a poor or medium rating. The comment was bad, and I communicated with the buyer. Even if I immediately changed the dynamic score of the store, it will still be affected. Can you change the display rate of the poor rating to 2-3 months? Six months is too long.

Pay attention to the impact and consequences of the bad comments on the bad loans:

In the early stage of the operation of a blockbuster, that is, after the product goes on sale, we continue to approach the basic evaluation problem, which is also a recognized routine. We will approach the evaluation and buyer show through various ways. The fact that everyone is working hard on the operation evaluation also shows how important and critical the evaluation is to the operation of a single product.

The evaluation we want to operate is naturally favorable, but today we stand in another angle to think, what will happen if there is bad evaluation?

1. The impact of medium and poor reviews on the conversion rate. When there are not many early reviews, if there are one or two bad reviews, the most direct impact is that the original potential model shows an extremely low conversion rate at the beginning, which leads to misjudgment of the test product when sharing data, which may cause you to miss a good model.
Of course, if it is already a popular link, it will also reduce the conversion rate for the appearance of medium and poor reviews to varying degrees, which will affect the decline of the daily pit output value of single products, and ultimately lead to the decline of weight, ranking, presentation and visitors.

2. Lower the DSR weight score of the single product. It can be determined that if you have a medium or poor rating, the buyer must give a very low score when evaluating the single product. The more the number of poor ratings is, the greater the proportion of people who are dissatisfied with the product will be. Relatively, some buyers who do not directly give a bad rating will also give a low score in the evaluation, In this way, when the sales volume increases gradually, the dynamic score dsr of the single product will become lower,

At the same time, it will also be easy to attract some buyers to return goods. If it is not handled in a timely manner, it will be easier to upgrade the bad comments to after-sales dispute rate. This will eventually lead to the low weight of the single product link, which will get enough free traffic in the later period.

3. The more mediocre and poor reviews, the higher the quality return rate is likely to lead to the official spot check of Taobao. Once the attribute parameters of the spot check products are unqualified, they will be immediately taken off the shelves. This is often the case when the formed blockbusters are deleted more. I have encountered several times that the store's best sellers were directly deleted by Taobao because of the high quality return rate. To know that the direct deletion of a big seller has a fatal impact on a store, so we must pay attention to the maintenance of bad reviews and the associated potential serious problems fed back during the operation of the best sellers.

4. Good reviews can lead to big sales, bad reviews can lead to big sales, which seriously hinders the normal pace of big sales, and causes a lot of unnecessary capital investment waste in the early stage. Because the medium and bad reviews are needed once they appear, affecting the weight and conversion rate of single products, businesses need to go back and find solutions. If they can't solve the problem in time, the longer the impact time is, The more it will result in the output value of capital input in the early stage.

More importantly, the creation of hot money is focused on a rhythm. If there are medium and poor reviews that affect the transformation or weight during the outbreak period, the outbreak will be delayed. The longer the delay, the lower the efficiency of hot money operation, the higher the cost of capital invested, and the later the profitable state reaches the outbreak period, which is invisible loss.

From the above points, it can be seen that if the evaluation is not conducted properly, it is easy to give up the future of the blockbuster. Many people have seen a blockbuster die because of poor reviews, and even some of the formed blockbusters die because they do not pay attention to the maintenance of the medium and poor reviews.