How should Taobao operate?

Generally speaking, primary operation, learning Taobao rules, such as understanding the impact of click-through rate and conversion rate on traffic. Intermediate operation, how to figure out this data? For example, the optimization of user experience, the description of product characteristics, the analysis of data and so on. Advanced operation, understand the unique differences of the industry, and understand what products in this industry are better to sell? From selling products to choosing products at the meeting. Selection of products has always been the core of Taobao's operation.

Of course, it is best to learn all these skills from scratch with determination.

Positioning the market is from the perspective of product selection. An excellent operator should have his own opinions on product selection, rather than blindly following the public and following others' advice.

Why should we always emphasize that the core of Taobao is product selection, because a good product will meet the requirements of various data in Taobao ranking, such as click-through rate, collection rate and conversion rate. The most important concept of product selection is "unpopular segmentation", learn to find unpopular and find market segmentation. Many times, mass market is a large-scale low-cost and low-profit; Being a market segment will be characterized by high price and high gross profit.

After selecting a good product, it is necessary to judge whether the product can be made, which is the industry analysis ability I have always emphasized.

Market analysis should start with choosing words. Choosing keywords means choosing the market, which also determines your future competitive environment and the strength of your competitors.

Starting from a formula, "keyword multiple = daily search popularity/online product volume".

To put it simply, the greater the ratio obtained by this formula, the smaller the market is, and the more difficult the competition of this product is. The popularity of search represents how many people in the market demand and search, and the number of online products represents the supply of the products you choose in this market (how many products are on sale).

Use this formula to express the difficulty of the market under this keyword. Your reference value is 0.5, but it is for reference only. For reference only. After all, some markets are difficult to achieve even if they reach 1 or 2, and the ratio may not be successful. However, some keywords that reach 0. 1 may also be considered as the blue ocean market, which should be analyzed with reference to the actual situation.

Learn to promote.

At present, most shops mainly use natural search and paid drainage (through train, drilling exhibition, etc. ) and WeChat, and some stores also use external drainage.

When most e-commerce companies are recruiting, the promotion skills of candidates are a very important assessment standard.

But of course, you should know about promotion and natural search.

Natural search is mainly to optimize the title, select the appropriate keywords and plan the page. For example, you can select words according to business personnel, Taobao drop-down box, background data analysis, and words searched by buyers. It is worth emphasizing that search drainage must be the highest traffic in the conversion part, because this traffic is the most needed traffic in customers' minds, so the weight of search traffic must account for the main traffic source of the store, and don't rely too much on paid drainage.

The basic principle and promotion mode of through train is something that an operator must understand.

We must first know why we should drive through train. . Through train not only weights natural search, but also helps to improve the ranking and the exposure of babies and shops. The purpose of the through train can be divided into four categories: driving natural search, creating explosions (focusing on standard products), suppressing opponents, assisting traffic and assisting daily sales. (Because the other three categories have been explained in my previous answer, I will focus on the category of auxiliary traffic this time. )

The through train can supplement the flow for the store, and the way to supplement the flow is to use keywords and orientation. Orientation can be divided into two situations, one is keyword drainage and the other is low-cost drainage.

1) Keywords drainage

For example, when the products of the current store can't reach the top three positions, but they need to compete with competitors for traffic, you can see the drainage keywords of the other side through the industry granularity in the market, and then put such keywords into the crowd after getting the drainage keywords of the opponent.

2) Low cost drainage

The low-cost drainage stage is more suitable for low-cost categories such as mobile phone cases and mobile phone toughened films, and it is also suitable for multiple products to be promoted together to start the casting mode. First of all, their customer unit price is low, and the purchase conversion method is high. Secondly, if the mode of casting the net widely is started, the price they offer is also very low. Directional drainage is mainly aimed at old customers, new customers and similar people.

There are many concrete things to do in driving a through train.

Speaking of promotion, here is the auxiliary work of WeChat. Social e-commerce has been gaining momentum recently, and many sellers have noticed it.

Wechat is an effective drainage channel. Adding old customers to WeChat for accumulation is very helpful to the store. Can establish the basic sales volume of the store. For example, if you want to build a basic sales volume for the promotion of new products, you can use the accumulated old customers to complete it.

Learn data analysis (and diagnosis shop)

Data is a direct indicator of the store. An operator must learn to analyze the data if he wants to see the problem from the data.

Taobao can capture a lot of data, in addition to business consultants, through trains and other common tools, as well as competitors' data, industry data, own store data (such as store activity sales data, store operation data) and so on. To judge so much data, it is necessary to analyze the data and draw conclusions based on the data.

But many people may just look at the data. Just looking at the data does not mean that you can master data analysis. Looking at data is only the first step to master data analysis, and more importantly, the thinking logic behind you. Again, data analysis is only a verification of your thinking judgment, and it is more valuable to master the thinking order and thinking logic.

For example, why do you analyze the market, peers and your own data?

Because after market analysis, we may find new market demand (incremental market) or changes in existing market demand (stock market).

Peer data analysis can help you understand the situation of peers and make targeted adjustments for changes in peers.

By analyzing your own data, you can understand the implementation of your own store and diagnose your own store. Data is the basis of store problem diagnosis. A common shop diagnostic tool is business consultant. However, the scope of store diagnosis is also relatively wide, such as visitor data trends, product sales, promotion effects, activity performance and so on. Not only the ability of data analysis, but also the need for clear thinking and the ability to understand the store from some clues.

The following analysis of a shop diagnosis, through the data analysis of peers, to develop promotion strategies.

This product is aimed at pregnant women and helps to eliminate stretch marks. The products in the picture are from abroad, and the price is relatively high in this category, and they are mainly imported. The main search keyword of the four products is pregnant women's olive oil stretch marks, the price is above 100, and the sales volume ranks in the top 4, among which the fourth product is a shop that helps diagnosis and analysis.

It is obvious from the figure that the first and third place of the four products come from Palma's flagship store, and the other two products come from different stores; The first two stores are Tmall stores, and the fourth one we want to analyze is enterprise stores.

The problem of the fourth store is how to gain a bigger share in the existing olive oil market for pregnant women.

We should think about this problem from at least four aspects, from the basic aspects of products, stores, traffic channels and strategy selection.

Open the industry granularity in the market, find the products of rival stores and click to view the details.

After opening, focus on the distribution of the top ten single product traffic channels.

By analogy, the first three data are retrieved and summarized into a table. Eight of the ten main traffic corridors were selected. Among them, the four traffic channels are distinguished by color (the sales of goods are also paid promotion, but for high-quality Tmall stores).

These four kinds of traffic are mainly divided into two categories, one is the very important hand-scouring search, the traffic channel that all shops want to obtain, the other is the paid traffic, and the rest is some free or recommended traffic.

As can be seen from the data, the traffic data such as Jingpin No.1' s hand-scouring search is far ahead and has great advantages. Jingpin No.3 is the same store as him, and it can be seen that the flow of products is very large, and they have not relaxed in taobao guest and through train, that is, the advertising investment of two single products in this store is very large, so the overall search situation is very good. Including the following questions and free driving in Amoy is also very good, and their traffic advantage is very obvious.

The store to which competing product 2 belongs did not make efforts to sell treasures, but focused on through trains and gained a lot of traffic.

Then look at this enterprise store that needs real diagnosis and analysis. This data is very obvious at first glance. Compared with peers, there is obviously a big gap in mobile search traffic in stores, and the bigger gap comes from paid advertising investment, which is obvious. His investment in this area is far from enough.

Then look at the proportion of paying visitors, we can clearly see that the proportion of paying visitors in the first three major traffic channels is basically around 50%, while this store only has 24.57%, which verifies that his paying visitors invest less.

The conclusions drawn from the data are of great significance to the guidance of stores.

Conclusion 1: There is not enough advertising in this store, so it can't compete with its competitors for traffic effectively. He is conservative in promotion strategy, and should increase advertising on the basis of allowing profits and acceptable conversion rate, so as to compete with competitors for more market share.

Conclusion 2: it is impossible for this store to surpass the first place at present, and it is a more suitable goal to continue to expand part of the market share on the original basis.

The direction of adjustment is:

1) On the basis of continuing to optimize the details of the store, increase the investment in paid advertisements in order to gain more new customers.

2) Open a flagship store, and store C will be distributed as a group of stores to create brand potential. These C stores are unlikely to make big money in the short term, and the final profits will still flow to the flagship store, so this strategy should be a good suggestion for him.

3) It is suggested that customers who make inquiries or make deals in the future should add WeChat as much as possible. The advantages of adding WeChat are: First, all pregnant women will basically have their own small circle (whether it is community or WeChat). As long as the product is good enough to solve the problem, there must be many recommendations in their circle, which is a growth point for future customers. Second, pregnant women basically have a strong demand for maternal and child products after giving birth. If they can get suitable products in this field in the future, they will accumulate good resources. Third, these old customers will also be of great help to the basic sales of new products.

In addition to the above, there are many things to learn in operation, and the requirements for ability are also very high. Operation is still a promising career, but it still needs a lot of efforts to do well.