Tmall agent operation: store traffic is so simple!

Tmall's agent operation Taobao agent operation has always believed that what the public said about Taobao customer explosion, through car explosion, drill show explosion and other ways are not suitable for the vast majority of small sellers, because the disadvantages are very obvious both from the perspective of operating experience and from the perspective of capital resources.
Of course, small and medium-sized sellers can't break through quickly with several methods and techniques. They need comprehensive operation details, improve the comprehensive quality score of the store as a whole, and pay attention to some problems in the store at any time. Qingdao Yiya Network, a qualified agent operation company, must be good at discovering various hidden dangers in stores
I think this article can be divided into several points:

1. On the issue of new products obtaining traffic support
In fact, I really "hate" those assertions that small sellers have no chance, new stores have no chance, novices have no chance, and so on, which are really annoying, because the first thing is negative energy: if you don't do well, you will blame Taobao for not giving you opportunities, and Taobao for not giving you business, and you don't think about it. Why do you give you business? Is Ma Yun your relative?
There is also a problem with this assertion: if there is no opportunity for new products and new stores, how do the endless supply of popular goods and new stores come out? Did you jump out of the crack in the stone? If you can't do it well, you must first look for problems from yourself. At least from the perspective of fairness, Taobao is a very good platform.
As long as it is a new product, it will certainly give opportunities, and the focus is nothing more than the following: how much to give; How to give; How long will it take.
(1) How many opportunities will the search engine give you
The first thing to be clear is that the support given to you by search engines is not (nor can it be) traffic, or even orders. It is the consumers who decide the flow and order. Clicking you is a flow, and buying is an order. So what do search engines give you? It is up to you to seize the opportunity presented to consumers.
How many opportunities will this give you? Is it rain and dew, all new products are the same? Definitely not! The number of your products judged by the search engine as the same type, your store level, your store base, and your store tag weight will, to some extent, determine how many display opportunities you can obtain.
The smaller the number of the same model, the more opportunities; The higher the store level, the more opportunities; The better the store base (store comprehensive quality score), the more opportunities; The higher the weight of personalized tags, the more opportunities. Of course, the most critical basis for the establishment mentioned above is: strong correlation, and no violations of the goods. This is the question of how much to give. As for how to optimize it, look ahead.
(2) What kind of way will the search engine give you the opportunity
This is something you must know, because only when you know what kind of way he will give you, can you maximize the optimization of new products. Generally, this kind of support is achieved through three ways:
The first is to give priority to the extremely accurate old customers
It may be the way of Taobao customers, it may be the way of direct train, it may also be the way of natural search, or it may be the way of recommendation on the homepage of Taobao. If your store label is very clear (small and beautiful in legend) and the product is highly relevant, your baby will be prioritized to match with accurate regular customers to a large extent.
The second type: matching through keywords
This is the most important way, and it is also the reason why the selection of words is a key factor for new products and stores. Only by choosing the most appropriate and relevant words can you get better natural search support.
The third type: matching by off shelf time
Many people said that the off shelf time has no weight, right or wrong. Yes, the weight of off shelf time is really low, but not because for new products, off shelf time is a very important channel for support. Therefore, to some extent, it is necessary to optimize the off shelf time.
(3) How long will the search engine give you a chance
In other words, it is how long your new product will last. This depends on the category and the strength of your product. The fierce competition, non-standard items, clothing, bags, shoes, etc., these categories give shorter time, that is to say, the search engine should be less patient; However, if it is an unpopular category and a small category with few sellers, the patience of search engines should be longer, but generally the longest is four weeks.
In addition, in the first week, if your product is very powerful and the data performance in all aspects is good (especially the click rate), your new product support period will be extended, otherwise you will easily lose it. This is easy to understand, because every support given to you cannot be given to others. There are so many new products. If you cannot seize the opportunity, you must give it to others. Therefore, in the first week, click through rate is very critical. See below for specific optimization methods.

2. And more importantly, how to optimize so as to obtain more support opportunities
In fact, through the above description, you can basically judge where to start: what factors will affect the cultivation of new products, you can optimize what factors. The number of the same model, the click rate of the first week of the new product period, the level of relevance, the improvement of the comprehensive quality score of the store, etc
(1) Optimize new products and reduce the number of the same model
This is very simple, because Taobao hopes that fresh blood will come in, so the less you have the same model, the less you have similar models, and the more support you will have. What are the dimensions when judging the same item? Title, homepage, detail page, important properties of baby. Therefore, the details of the following operations:
Detail 1: If you are doing distribution or distribution on Taobao, don't use the supplier's pictures, titles, etc. directly. You must take your own photos. Many people who say they won't give new store opportunities, most of them are doing distribution. Then for various reasons, they can only use the manufacturer's or supplier's data package directly, or even upload it directly with one click of Taobao assistants.
Detail 2: The title must be written by yourself. Don't use the title of popular babies, and don't use the title of high sales babies. When choosing words, you must choose the most relevant keywords and the most appropriate keywords according to the actual situation of your store.
Detail 3: The design of the first picture should be as different from the competitors as possible, especially when you are with the big sellers. It's mainly about changing the shooting angle. For example, if people's models are all standing, do you want a sitting or squatting model.
Detail 4: The design of the detail page should have its own logic
Detail 5: The attribute part that can be optimized must be optimized as far as possible. Of course, the category and attribute cannot be misplaced. For example, the part in the red box in the following figure
If you are distributing someone else's treasure or a piece of goods, many people do not change the item number in order to prevent the wrong goods. But you should note that the item number belongs to an important attribute, so we generally recommend that you rearrange the item number yourself. The color classification is everywhere. Red, burgundy and other colors are the same no matter what. So if you customize the color, such as burgundy AAA, this can be separate.
(2) It is always good to check the time of off shelf and optimize it
As mentioned earlier, the off shelf time still plays a role in supporting new products, so it is necessary for small sellers to check the off shelf time at the beginning.
There are many methods on the Internet, so I won't mention them here, but pay attention to one detail: you can't directly select the time periods with high popularity for searching, but also pay attention to the number of high-quality babies in different time periods to calculate the competitiveness of each time period.
(3) Pay close attention to the click rate in the first week
Tmall.com has already said that your ability to seize opportunities will largely determine how long you will be supported, that is, click through rate is very important in the first week. Details mainly included:
Detail 1: When selecting words, we should give priority to words with strong correlation and high click rate;
Detail 2: Try to highlight the selling points of the first picture, and it is highly related to keywords.