Tmall agent operation: what is the specific process of making the single product's best selling

Today, we will talk about the work that needs to be prepared in the process of building a single product blockbuster. The whole process will be written out to help everyone have a thought. Friends who are already on the road can check and fill gaps. But the content is simple, so let's start with a formula to make the boss with a team clearer about his goals and how to assign tasks to the team.
Sales=volume of presentation X click rate X conversion rate X customer unit price+repurchase of old customers - return rate, Our formula of the previous day emphasized the profit, which is the ultimate goal. This formula removes the cost and emphasizes the things to be done for the convenience of team management. Each keyword in the formula can represent the responsibility and assessment of a position. Sales correspond to operations. Operations are responsible for the overall results. (If it is disassembled, it will focus more on the "customer price" module in the formula, because many of the store's marketing strategies and activities are based on the customer price) The display volume corresponds to the promotion personnel of the company. Responsible for the through train, Taoke, Diamond Show, etc. The click rate and conversion rate are corresponding to the operation posts and artists. Be responsible for making visual presentation excellent in the industry. Repurchase and return rate of regular customers correspond to customer service posts. With the corresponding situation of each indicator and team position, we can formulate corresponding assessment indicators for each position, and all things can be implemented gradually.

Next, we will sort out the whole process of implementing explosive funds.

The execution process is divided into five stages:


1、 Judgment stage.

1. Judge the market capacity: focus on keyword search data, keyword search data and keyword trend. (Know how large the market is)
2. Judge the competitive environment: including the number of competing products, the sales volume of competing products, the price of competing products, and the selling points of competing products.
3. Judge the buyer group: including the buyer's gender, age, and identity. (Have a deep understanding of your customers)

2、 Reserve stage.

1. Reserve pricing strategy: including product Buy It Now price, promotion price, SKU price and marketing node.
2. Reserve selling points display: including appearance selling points, function selling points, marketing selling points, etc.
3. Layout of the reserve page: including the video of the first picture, the first picture, the last four pictures, the detail page, SKU pictures and texts, and the evaluation questions.
4. Reserve the basic sales volume: determine the sales volume demand according to the target, praise+print standards, ask everyone questions+best answer layout.
5. Reserve customer maintenance: including package card, WeChat communication, customer classification, and interaction among friends.
6. Reserve customer service scripts: including statistics of competitive products asking everyone+evaluation, statistics of competitive products' customer service scripts, and customer service scripts manual.

3、 Test phase.

1. Test the best first map: including through train mapping plan, creative map material reserve, AB group mapping method.
2. Test the best selling points: including click feedback, transformation feedback, customer service feedback and after-sales feedback.
3. Test the best page: including competitive product page tracking, customer conversion data, customer service loss statistics.
4. Test the best script: including statistics of query conversion rate, loss reason, competitive product script, and customer service performance plan.
5. Test the best marketing: including tracking competitive product marketing points, clicking feedback, and transforming feedback.
6. Test product feedback: including statistics of disputes and bad comments, and tracking of disputes and bad comments on competing products.

4、 Outbreak stage.

1. Sales volume explosion: including the promotion of super recommendation, dithering, Taoke and live broadcast of the through car drill show.
2. Search explosion: including targeting and boosting target words. Target word clicks are 1.5 times higher than peers, and the transformation is higher than the industry average.
3. Stable click: including tracking the first map of competitive products and continuous feedback of mapping.
4. Stable transformation: track competitive product pages, continuously optimize pages and scripts.
5. Stable evaluation: continuous tracking of positive feedback and customer maintenance.
6. Stabilizing customers: continue to pay attention to the scanning rate, communication rate, return rate, repurchase rate and sharing rate data.

5： Defense phase.

1. Focus on the competitors: including the competitors, the old competitors and the dark horses.
2. Pay attention to the trend of competitive visitors: whether the trend of competitive visitors is stable, whether competitive visitors are rising or falling.
3. Focus on the structure of competitive visitors: composition of competitive visitors' flow channels, composition of competitive visitors' flow words, flow channels and trend of flow words.
4. Focus on the conversion rate of competitive products: the overall trend of the conversion rate of competitive products, the conversion rate trend of various channels, and the conversion trend of various flow words.
5. Focus on competitive marketing strategies: including changes in competitive prices, competitive gifts, competitive associations, and competitive activities.

The above is the combing of the whole process. Many small and medium-sized Taobao sellers, especially small sellers, only focus on one word. If they don't pick up any content, they don't think they are working. In fact, this is a major mistake. You should know that the preparation of products before they go on sale accounts for 80% of the success rate. That is to say, if they are not prepared, they are doomed to failure. If they brush up in time, they are lucky, And it won't last long.

Therefore, if it is a practical operation, I believe that the above content can help you find and fill gaps. If you don't understand, you can talk privately. The contact information is on the home page, and I hope it will help you.