Taobao store is already one of the giants of the online shopping platform. We all know that Taobao’s traffic is very large, but if a new store is not properly managed, there will be no revenue from transaction volume, so we are here today. Let’s talk about this headache for novice stores, and discuss the Taobao store operation plan. Taobao store operation plan

The header picture is the first window for buyers to contact the product. Can the header picture leave a lasting impression for the buyer? Make a deep impression, decide whether the buyer continues to browse, and generate a transaction. For a good header image, you need to pay attention to the following points. (1) Highlight the main product: The proportion of the main product is controlled at 61.8% (the golden ratio dividing point). (2) Highlight the core selling points: The display should be intuitive, touch the needs of buyers, and generate purchasing behavior. (3) The copywriting is concise and powerful. Optimization technology (1) Place the product in the scene: if the product is a knife, place it on a chopping board and take a photo; (2) Use example pictures to show product characteristics: Take a kitchen knife as an example. If it shows durability, you can use the knife to break an iron nail. Make pictures. (3) Display the accessories or gifts of the product: such as buying a knife and getting a knife holder for free. (4) Display the cumulative sales volume of products: Buyers have a herd mentality. (5) Products with models should use model pictures as much as possible, and display them in multiple dimensions from the front, back, side, etc. Notes (1) Don’t lie to deceive consumers: For example, if the sales volume is 100, you will say “sold like crazy”, which will make consumers feel distrustful; (2) Learn to find selling points: start with hot search keywords to make inferences; use Taobao Index Analyze and speculate; start with product evaluations of yourself and your peers; user research. Learn to do subtraction. The selling point is not that more is better. (3) The difference between the main image and the through-train promotion image: the main image is related to the brand image and brand positioning, and cannot be psoriasis; it is also related to the search weight of the product and cannot be changed frequently; while the through-train image can be changed frequently. 2. Product details 1. Don’t neglect the early preparations. Determine the main style: if the product is a Korean-style women’s skirt, the details page should avoid European and American styles; Market research: Analyze crowd preferences, spending power and buyer needs. Positioning: Determine the store's positioning based on the survey results, whether it is a high-end route, a civilian route, or a low-price route. Discover the core selling points: price, style, culture, feeling, service, features, quality, and popularity. Determine the design elements: such as color matching, fonts, copywriting, composition, typography, atmosphere, etc. 2. 13 common details page elements (1) Collection + Follow, easily earn coupons or get XX yuan discount on shopping, and the discount range can be adjusted. (2) Focus image: Highlight the selling points of a single product, attract attention, and increase purchase desire. (3) Recommend hot-selling items: About 2-3 must be hot-selling items in the store and have good value for money. (4) Product details + size chart: such as serial number, origin, color, fabric, weight, and washing recommendations. (5) Model pictures: at least one front, one back, and one side, showing different actions. (6) Physical tile map: Show the color types of clothes, and what personality or style different colors represent. (7) Scene map: Models in different situations and angles, arousing visual beauty. (8) Product details: hat or sleeves, zipper, tag location, buttons. (9) Comparison of products of the same type: Find some products of the same type that are of poor quality or have high imitation effects. (10) Buyer show display or screenshots of positive reviews: Show our down jacket buyers last year and choose the ones that look better.

(11) Matching recommendations: For example, couple styles or mid-to-long styles, do not repeat the recommendations above. (12) Shopping needs to know: postage, delivery, returns and exchanges, clothing washing and maintenance, after-sales issues, etc. (13) Introduction to brand culture: Let buyers feel that the brand quality is reliable and easily recognized. 3. Optimization skills (1) Use words with firm tone in positioning: try to use words such as “first”, “best”, “best-selling”, “most popular” etc. Note that even if you don’t have a first, you have to create a first. (2) The description of the baby should be concise and no nonsense; the pictures should be as high-definition and original as possible, without stealing pictures. (3) Teach customers professional knowledge: Give customers a reason why my products are of good quality and why do you want to buy them from me? (4) Boldly show detailed pictures: Showing details is equal to showing confidence, telling buyers that we are not afraid of inspection. (5) Low-priced products must highlight quality; high-priced products must clearly demonstrate value. (6) Do not lack brand stories and enhance buyers’ trust. (7) The layout is appropriate and step-by-step. 3. Cashback for reviews Cashback for reviews can relieve the worries and doubts of non-purchasing customers, directly stimulate consumption, reduce the workload of pre-sales service, and can increase the conversion rate to a certain extent. 1. Which products are not suitable for cashback? (1) The quality of the product is very poor, which will lead to too many negative reviews and it will be difficult for customers to send praises. (2) The description on the details page is very simple, which will cause more confusion among customers and increase the workload of pre-sales personnel. 2. Operation method (1) Inform the comment cashback activity at the top of the store details page. (2) Use customer service to promote and guide you to improve the cashback effect of reviews. (3) Draw a picture of the collected comments (usually 8) and put them on the details page for display. 4. Related sales Related sales can give buyers who have already purchased one more reason to buy, and can also allow buyers who have not purchased yet to continue browsing, giving them one more possibility of completing a transaction. Common matching methods: (1) Same type association: such as T-shirts of different colors. (2) Price correlation: high-priced products are matched with low-priced products.

(3) Data-based association: analysis through buyer purchase records and browsing traces. 5. Promotion Promotional activities can generally be divided into two categories. One is the activities within one’s own store, and the other is the activities outside the store. Common in-store activities include: free gifts with purchases, discounts with purchases, auctions, limited-time discounts, flash sales, free shipping, group purchases, price reductions, gift strategies, etc. Common off-store activities include: daily specials, gold coin hunting, mobile Taobao, trial center, VIP club, Juhuasuan, etc. 1. Promotion methods (1) Leverage promotion: use hot spot promotions, such as the same style as You from the Star; celebrity promotions, such as the same style as XXX; (2) Combination promotions: tie-in promotions, such as buying pants and getting socks; bundled promotions, For example, if you add one yuan, you will get one piece; continuous promotion, such as full price for the first purchase, 20% off for the second purchase; (3) Designated promotions: promotions for designated objects, such as special discounts for mothers and special discounts for women; promotions for designated products, such as buying A and getting B free ; (4) Additional promotions: rewards for good reviews, free shipping, trade-in, etc. 2. Operation skills (1) Set critical prices to cause visual errors for buyers: such as 100 yuan and 99 yuan; (2) Set tiered prices to allow buyers to automatically call: if new products are put on the shelves, 50% off on the first day and 50% off on the second day 40% off, 30% off on the third day. (3) Set up illusory discounts to create the feeling of “earning money when you buy”: spend 100 yuan to purchase goods worth 130 yuan. (4) A moment's worth of gold: such as selling at an ultra-low price within a specified time. (5) Great value for one yuan: limited edition and low price, add one yuan to redeem. 3. Things to note: (1) It is best to coordinate in-store and out-of-store activities; (2) Stocking must be sufficient; (3) Customer service management during sales; (4) After-sales processing must be kept up. 6. Customer Service: A considerable part of the traffic that I have worked hard to introduce using tools has been lost. Why is this? In addition to the reasons for the store itself, customer service issues cannot be ignored. Excellent customer service must do the following: (1) Firmly grasp every buyer who enters the store: "Dear, you have a good taste, this is the treasure of our store, the best seller, and the feedback is excellent. The high ones will be gone once they are sold out. There are not many products available now, and there is still a special offer today. If you like it, don’t miss it. (2) Understand the product knowledge and avoid being confused when asking questions; (3) Reply to buy in a timely manner. Home information to prevent buyers from being impatient; (4) Good at selling: Dear, I recommend you a top. It goes perfectly with the pants you just bought. The upper body effect will definitely be super handsome. If you buy them together, you will get free shipping. (5) Demand judgment: If the buyer asks whether children's clothing in size XX can be worn by a 5-year-old child, he can continue to ask about the region, height, etc., and make accurate recommendations to win the favor of the buyer; (6) Order prompting; (7) ) Pay close attention to repeat customers: patiently handle after-sales issues; customer relationship management, regular text message maintenance or email maintenance, and recall of old customers. As mentioned above, there are many factors that affect the store’s conversion rate, and the above factors cannot be completely determined. And how to operate? Operations are also very important under the conditions of the above two core competitiveness. Operations can be roughly divided into in-store marketing and out-of-store marketing. In-store operations mainly include decoration, window recommendations, in-store activities and some routines. Settings, in fact, when many friends complain about not being able to operate and there is no traffic, they ignore the large part of in-store operations. There is not much technical content in it. It depends on whether you can calm down and set up all the categories and titles of your store. 丶, attributes, etc. are quite perfect. It is convenient for consumers to purchase and complies with Taobao game rules. If you do this well, the popularity of your store or product will definitely increase; for us small sellers, out-of-store operations are important. Taking all the above to the next level

As for the promotion methods, I have summarized 36 promotion methods, some are free and some are paid. You can find one or two that suit you. Method, and then insist on promoting it seriously! 1. QQ group promotion method: use dozens of QQs, join dozens of groups per QQ, and post to the online store every day, on average, 50 QQs*each QQ joins 50 groups*. 50 people per group = 75,000 people watching. If there are more QQ groups, join a large group, and there are more people in each group, the publicity effect will be better even if you exclude QQ users who are not online. Don’t underestimate it. You have to endure the humiliation and don’t be afraid of being kicked. In addition, you can send group emails in the QQ group. For example, you can recommend the exciting content of your online store in the email. 2. Post in the post bar: You can do this directly. The titles can include: virtual supply, Yisai agent, how to open an online store for newbies, quickly improve credibility, etc. 3. Moderator alliance promotion method: This method is suitable for the promotion of forum community online stores, that is, first join some moderators. Alliances such as the Daqi Moderator Alliance are very good. You submit some exciting content from the forum every day and wait to be accepted by relevant channels. Once accepted, you will get a lot of IP. The most I have ever done is two days. It brought more than 30,000 IP clicks to the online store. 4. Reply to the top promotion method: In fact, I don’t know what to call this method. It has very few limitations. As far as I know, it is only used in Maopu hodgepodge, so let’s call it reply to the top. I discovered this method accidentally when I was looking at the IP origin of the online store. I found that more than 200 IPs came from a post on Maopu that day, but I knew that we had never posted promotional posts there, so I thought it was a bit strange. , I went to look at that post and found that someone posted a link to our online store and pinned the reply to the top, so they brought us more than 200 IPs.

Later, I went to chat with some netizens who often hang out in Maopu, and I learned that you can use a prop called "Moon Talisman" to pin replies. Moderators can't delete it yet, only administrators have the right to delete it, so it can usually be kept at the top for a while. 5. Free game promotion method: Free games are free games in your online store, but they must be the same as the theme of the online store, and they must be interesting. 6. Taobao shopkeeper communication method: In Taobao stores, contact the shopkeepers of newly opened stores, usually looking for sellers of physical goods, chat with them, and then explain that virtual reputation can be improved quickly. For example, ask the other party: Do you think it is easier to sell one yuan of phone credit, or to sell a piece of clothing? Add more Wangwangqun. 7. Search engine promotion method: Today’s novice webmasters are most keen on this short and fast method. The function of searching online stores is to integrate network resources and find the most suitable online store content for netizens, and its unexpected side effect is to bring traffic to other online stores. The online store promotion sections of many webmaster online stores seem to have become SEO areas. The best way to do SEO is to standardize web page code, have fast access speed, unique content and less duplication, be useful to netizens, and be unique. 8. Soft article promotion method: write an article, or quote a good article, and cleverly add your own URL. 9. Free promotion method for paid resources: For example, long-term provision of software registration codes, registration numbers, serial numbers, and serial number-free versions of software to increase the stickiness of online stores. For example, the ghost version of the operating system supports several online stores with hundreds of thousands of daily visits. 10. Group promotion method: Today’s web2.0 and other social online stores have this function. Post messages in groups to attract attention. 11. Posting task promotion method: Posting tasks in the Witkey online store can not only attract people who accept the tasks, but also attract a large number of bystanders. Make full use of this one-to-many communication advantage. 12. Traffic exchange alliance promotion method: Join the traffic exchange alliance, use a professional traffic exchange system platform, directly exchange traffic with other online stores, achieve mutual benefit and common development. 13. Encourage visitor publicity and promotion method: As for how to impress netizens for word-of-mouth publicity, it must be flexibly arranged according to the content of the online store. Generally, novel, interesting and interactive content is effective in teaching. For example, web pages with content such as testing, evaluation, holiday blessings, funny content, etc. are likely to be widely spread. You can consider how to explore this material in your own online store. 14. Email signature promotion method: Set it up in the email settings. Add the online store URL and online store introduction. It will be automatically added when I write a letter in the future, which will save me a lot of trouble. 15. Online competition promotion method: such as beauty competitions, online store competitions and other qualifying competitions. 16. Pay-per-effect promotion method: If you have resources that can be sold, you might as well promote them on the Internet using the pay-per-effect method, and you can get a lot of traffic for free.

17. Classified information promotion method: go to various classified information stations to publish online store information, register to publish your own online store information. 18. Free domain name promotion method: Provide second-level domain names to other sites, or apply for free domain names from other sites to point to your own site. 19. Special resource promotion method: Resources such as college entrance examination inquiries and CET-4 and CET-6 inquiries are necessary for stakeholders to access. 20. Imitation and promotion method: pay attention to everything and learn from it. Learn the promotion methods of other online stores, see where the links of other online stores appear, and find ways to follow suit. Imitation is the basis of innovation, and innovation is the sublimation of imitation. Innovation = imitation + experience accumulation + mass production + automation. 21. Name change promotion method: Modify the names of entities such as city names, company names, roads, people's names, nicknames, building names or community names as online store addresses. If you do this, the website's exposure and frequency of use will be very high, and the online store will naturally appear on various lists, such as on maps, in news reports, and in people's daily interactions. In short, the communication efficiency and effectiveness will be very high. 22. Marriage promotion method: Promote marriage in a full-page manner in various newspapers, magazines and the Internet, and only leave the website address for contact information. Not only can it attract applicants, but it can also attract a large number of idle and bored people who like to hunt for novelties. For specific methods, please refer to the previous "marriage scandal" incident. 23. Map promotion method: Let the online store headquarters appear on the map. Maps are widely disseminated, have a large audience, and are used frequently. This method is suitable for those with deep pockets and special connections. Study the map of your area and see what company names appear on it. Think about how others appear on it and imitate it. If you can't do it, then it's better to ask for help from others than to ask for yourself. Let your online store become a map and a platform. 24. Tout and promotion method: To make an online store the only one in the hearts of netizens, the only way is to raise your value, brag about yourself, and make netizens believe that you are the best, you are the best, and you are a famous brand. Allowing netizens to visit your site becomes a symbol of status, a sign that shows off one's own value, and greatly satisfies people's vanity. This can be achieved by setting access restrictions. People have a natural affinity for breaking boundaries. Things that were originally mundane become more valuable once restrictions are placed on them. People never understand the truth: the most valuable things in the world are free. 25. Entrance and exit promotion method: In the vast sea of ????people, everyone is going in and out of various entrances and exits, wandering around, looking for the joy of living and the meaning of existence. Have they been found? You might be able to do something about them.

26. Recruitment promotion method: With the development of science and technology and society, the trend of machine tools replacing people's labor is becoming more and more obvious. It has become a common social phenomenon to have nothing to do, and jobs have become a scarce resource. "Serving the people" The slogan "has become synonymous with the struggle for power. It is no longer honorable to serve the people. It is honorable to voluntarily give up a position that you are not qualified for. However, who is willing to give up? It is foreseeable that in the near future, automated tools will completely replace humans. With repetitive labor, everyone will have nothing to do, and everyone must rely on social security to survive. However, where is the universal social survival security today? Since it is so difficult to obtain the qualifications to serve the people, then in the name of recruitment, go If you promote an online store at a job fair, the effect will be almost the same. 27. Story promotion method: People are emotional animals. People don’t like rational preaching, but that doesn’t mean they don’t like preaching packaged or disguised in stories. Although a discerning person can tell what is going on at a glance, can you find a discerning person among 1 million people? This is an extreme task that is thousands of times more difficult than finding a needle in a haystack. The story of buying a casket for a pearl is played out all the time in people's consumption behavior, so please don't ignore the effect of packaging. If possible, embellish your promotion behavior with stories to give people a sufficient reason to spread word of mouth about your site. As long as there is a reason, everything can be prosperous, facing the sea, and spring flowers bloom. Let the name of the online store become the clue to the entire story, the core element of the story's perfect ending, and an indelible part. Even if people forget the entire storyline, they will still vaguely remember the unique role of your online store in it. Touching stories, touching online stores, touching publicity and promotion effects, and touching reminder and suggestion functions. 28. Blog comment promotion method: Lu Moumou’s blog is the founder of this method. Don’t talk about this. Everyone knows that it attracts traffic quickly and has good results. 29: Small gift promotion: It is recommended that when sending goods to buyers, you should also send your own business card and leaflet or send some small gifts. Print the name of your store and online store address on the small gifts, so as to deepen the buyer's understanding of the product. impression of your online store. 30: Taobao community promotion: Promote yourself in the Taobao community. The Taobao community integrates many buyers and sellers, and everyone may become your potential customer. Join some popular gangs in the community to post and reply. Before posting, be sure to understand the posting rules of your gang. Do not post randomly, otherwise you will easily be deducted silver coins. Posting a good post has a very powerful effect and can be effective. Increasing the number of store views will greatly increase buyers' trust and recognition of you, thereby facilitating transactions. If the post is refined, pinned to the top or recommended to the community homepage, the number of views of your store will continue to increase, which will bring traffic and may also bring opportunities for transactions! Posting the best posts can also bring you 10 silver coins, or you can participate in some activities in the community and have the opportunity to get more silver coins. We can use these silver coins to buy advertising recommendation slots in various sections of the community to achieve publicity. The role of our store. 31: Make full use of Taobao’s existing promotional tools for promotion: (1) Get freebies upon ordering. By setting up freebies on purchases, you can improve the store's sales performance, increase the store's purchase conversion rate, increase the number of sales and increase product exposure. (2) Order a matching set meal. By setting several products together as a package for sale, buyers can purchase more products at one time, improve the store's purchase conversion rate, increase the number of sales, and increase product exposure.

32: Super Buyer Show Promotion: Make good use of the Super Buyer Show. There is a super buyer show in the Taobao community. If a seller says how good his product is, everyone may not believe it. But if a buyer says how good that seller’s product is, everyone will generally believe it, especially when the buyer and seller have no relationship. When it comes to relationships, you have to provide this information to buyers. If buyers are willing to show your baby in this way, it will be the best free promotion for you. 33: Through train promotion: Taobao through train promotion is the most direct promotion method that can increase store traffic. Choose good products with advantages for promotion. The pictures of the products should be clear; the titles should be focused; simple and clear (highlighting the product’s advantages). Choose products with transaction records. The price of the product should also have certain advantages. Use more keywords when selecting keywords. Compound words that are relatively cheap and have high traffic (such words have high accuracy and high conversion rate). The Taobao Express 2.0 system allows you to set your own bids (word and category bids) based on traffic, thus avoiding the consequences of no clicks due to blind bidding or "burning money" due to excessive clicks. At the same time, you can also sign up for through-train related activities according to your actual situation (such as: Taobao homepage hot-selling items; fashion channel-hot-selling items; women's channel-hot-selling items, etc.) and set an activity bid that suits you. If If you are selected, you will have the opportunity to appear among the hot-selling items at the bottom of Taobao's homepage and major channels. At this time, your store will have a lot of traffic, thereby promoting transactions. There is also a promotion tool - Super Seller. I haven’t used this promotion yet, so I won’t go into details here. 34: Taobao customer promotion: This is also a paid promotion method, but unlike the through train, Taobao customer promotion, display and click promotion are all free. The commission is only paid after the transaction is completed, and the commission ratio can be adjusted at any time to flexibly control the expenditure cost. This This promotion method is worth recommending.

In addition, we can also choose some advertising spaces on Alimama that are suitable for websites to promote our stores (features: targeted delivery, locking in fixed target groups, no matter how many times you click during the delivery period, you only need to pay a fixed fee); you can also create click ads ( Feature delivery is more accurate and has wider coverage, and fees will only be incurred after being clicked by the viewer). 35: Online store planning and promotion: In order to win the return rate of buyers, you must do hardware work such as LOGO design, decoration, promotion, and soft copy writing for the online store. This is a bit difficult and requires some time and professional art skills. If you don't have enough time or are not good at it, you can find someone to help you. This is a very popular promotion method now, and it is also a very effective promotion method. For sellers whose long-term promotion is ineffective, you can try it. 36: Log in to search engines: Register your store on well-known search websites such as Baidu, Yisou, Sogou, etc. to let more people notice you! There is also search within Taobao: most people search through search engines when shopping on Taobao, and the seller’s goal is to have as many opportunities as possible to appear in the catalogs searched by customers, and the higher the ranking, the better. This analysis According to the rules of search engines, it is not difficult to know what to do to increase the probability of buyers searching for your shop. The first is keywords. Correspondingly, we should add more keywords that are frequently searched by buyers in the product description, of course, on the premise that they do not violate relevant regulations. The second is sorting. Regional characteristics cannot be changed, so you must write articles about the time and price before they will be removed from the shelves. You must ensure that your products are expired and removed from the shelves every day, because products that are about to be removed from the shelves are searched by buyers. In addition, it is best to ensure that at least one product in the store is priced at 1 yuan, because many buyers like to arrange it by price from low to high, so that items worth 1 yuan are at the top of the queue, making it easier to buy. Home discovery comes into your own shop.