As we all know, our products can actually be divided into basic period, drainage period, outbreak period and decline period.
Some people may have doubts that a product will definitely go through a recession when it is made. In fact, this also depends on the product and daily operation and maintenance. For example:
Let's talk about mobile phone accessories first: When Apple's 5 or 5S mobile phone first came out, the matching mobile phone case and mobile phone film were definitely very popular at that time, but now, Apple's replacement product, 5, has long been eliminated. So now sales are almost gone. What is still being done now is also old junk.
Now, after the latest full-screen Apple X series comes out. The sales of tempered film and mobile phone case are absolutely explosive. The more users you use. In fact, it's not just Apple. After the advent of other types of full-screen mobile phones, the sales of novice cases and mobile phone films are exploding, which is inevitable.
In fact, talking so much nonsense shows that the recession period has a lot to do with the product itself. The relevant case is to make it clear that the product has a life cycle, and the mobile phone accessory itself is a product with a fast life cycle update.
Then let's talk about the next case series. For example, baby sleeping bags, office chairs, daily necessities and so on, there are many products with long cycle. The maintenance methods of these products are mostly simple. New SKUs are constantly added to this link, and as long as there is no problem with optimization, it can maintain a long life cycle. Let's take baby products for example, as the market changes. Products are becoming more and more diversified and pay more and more attention to quality, so every year we will add some popular product styles this year, and selectively add thin models suitable for the south and thick models suitable for the north. Or one-piece detachable, which can not only meet the needs of thick models in the north, but also be disassembled into thin models suitable for the south. Therefore, there is almost no decline period for this kind of products. If the styles can't keep up, you can increase the popular styles this year. There will always be demand for this thing. With the current second child policy, the demand has further increased. Just need to maintain and continuously improve the sales volume of this product and ensure that there is enough ranking traffic to enter.
Through these two cases, we should clarify these problems in the product cycle. Let's talk about our own products, how to maintain and optimize them at all stages, and then share them below.
First, what should I do first in the product base period?
Now Taobao contacts more and more things (more and more here refers to thousands of people, content marketing, crowd segmentation and so on. ), but no matter how it changes, its core thing will not change. So no matter what products you make, your sales volume, products, evaluation and so on are very important. Therefore, in the product base period, what we have to do is to steadily increase the sales of our products, and the product score should not be low, and the data in all aspects should be good enough.
Of course, it is simple to say this, but it is not easy to implement it in practice. So how do you do those things in the basic period? First of all, how about increasing my sales? It's good to weigh one point. If the store is lower than the industry average, then strive to be flat or higher than the industry average. If it is higher than the industry average, then strive to increase sales and strive to be excellent in the industry. As for the way to improve, it needs to be judged according to the actual situation of the store at present (if the funds are sufficient, Taobao and through train can be used, and Taobao adopts a steady type. Through train helps us to get accurate crowd and flow, guess what you like and so on. )
If it is a new store, then under normal circumstances, the first thing is to strive to improve the level and reputation of our store. The promotion of grade can increase the flow of our store, the promotion of word-of-mouth can help improve the conversion rate of buyers, and we participate in some activities, etc., all of which have certain store word-of-mouth requirements.
We should optimize the style positioning of the main picture and detail page of our products. First of all, we should do a good job in breaking the foundation. We can publish gifts or discounts from friends circle in Weibo and forward accumulated orders for free delivery. If the quantity is not enough, do basic spiral sales and evaluate the seller show. After the basic evaluation is completed, cooperate with Taobao, makeup list, through train and other channels to pull traffic. In order to achieve the purpose of rapidly improving product weight and opening up traffic channels, at the same time, it increases the reputation of the store and improves the level of the store. It also opened up traffic for products and realized the display ranking of wireless search.
Second, how to do the drainage period of the product?
Drainage period is to use various means to cooperate with the product to achieve drainage after the product foundation is laid. Don't worry about making money at this stage, as long as it's not too expensive. At this time, the drainage period is a crucial link. When this stage is completed, it will be much easier in the later stage. There are several simple and rude methods to try. The drainage period includes scouring customers, spiral replenishment, through train and activities. Of course, the live broadcast can also be tried (why is this an attempt, because not everyone is suitable or ok. So it takes time to find a suitable one. During this period, we should make our product data perform well enough in all aspects and have the potential to get more support from the system. Therefore, whether it is visitors or sales, collection, purchase and transformation are crucial. Then the data continued to rise steadily. We cannot reduce the implementation budget or terminate some drainage promotion channels during the drainage period. At the very least, it should meet the requirement that a cycle of 14 days should not be less than 7 days.
Three, about the outbreak period and the stability of continuous heating.
The important front has been completed. In the outbreak period, we only need to keep heating up, as long as the foundation is well done and the product channels are ready. This time is easier. The focus is also on adjusting the data displayed by the product every day. I won't focus on it here.
Fourth, what should I do when the recession comes?
To put it bluntly, the recession is the life cycle of a product. At this time, the significance of rescue will not be great. The only important thing to do is to make the recession longer.
Then, as I said before, not all products have a decline period, and some products have a long life cycle. But it is impossible to have a long life cycle, and any product may be eliminated. It is normal to be eliminated only by keeping up with industry data and resources, responding in time and extending the life cycle. What I want to say here is that when a product is in an explosive period, we must prepare a new product to continue. At this time, it is relatively easy to drive our new products by relying on explosive products. We can use the explosive traffic to introduce new coercion to realize the transaction display. It is too late to make a new model when there are signs of decline or when it has already declined.
The life cycle of a product is roughly like this. A virtuous circle of shops will not only have one explosion, but it is absolutely impossible to have many explosion products. Choosing a good one is the most important cornerstone of success. After all, operation and promotion are auxiliary. Whether it can be realized depends on the product. Of course, a good product is like a duck to water when it meets a good team.
Let's briefly talk about how to increase the unit price of customers.
First of all, the formula is sales = flow * conversion rate * customer unit price.
In this formula, we can find that the progress of sales depends on three elements: flow, conversion rate and customer unit price. In the early days, everyone's focus was on traffic, which means that the early Taobao operation was traffic-oriented; Later, everyone began to pay attention to the conversion rate, including personalized search technology and so on, all in order to improve the conversion rate. Of course, we are not saying that flow and conversion rate are not important now, but at a large level, we pay attention to some indicators of "customer unit price" from time to time.
In fact, raising the unit price of customers is nothing more than two key words: old customer marketing and related sales. It is not determined by a single dimension, but the big environment requires us to do so now.
1. First of all, we must find out what characteristics related goods should have.
This is the first problem to deal with, because many sellers will not think about it. Simply put, what goods in the store have something to do with what goods. Anyway, pile it there first to prove that my relevant sales have been done. Obviously, in most cases, the sales of such affiliates are ineffective. So, what problems should we pay attention to at this time? You can't operate it after reading it. You need to find me on behalf of the operation.
(1) must be the same consumption level.
Many times, I have seen such affiliated sales. Of course, the owner's original intention is good: low-priced goods are drained, and then high-priced things can be related. So I used a T-shirt with a postage of 19.9 to bring in traffic, and then I associated a group of babies between 100 and 200. Is this feasible? There is almost no chance. Why? Think about it, how likely it is for a person who wants to buy a 19.9 T-shirt to buy such an expensive product. This is also the reason why Taobao wants to conduct personalized search. Personalized search should first be personalized from the price level. Because it is almost impossible for a silk and a Gao Fushuai to have different interests in commodities, except for beautiful women.
(2) Associated with the same style but different details.
Your drainage baby is a Korean version, and all consumers who come in like Hanbok, even the key attributes of your drainage baby should be paid attention to. At this time, if you associate a batch of European and American clothes, what do you think is the possibility of a deal? Consumers have the same mentality when shopping online and offline. They have to "pick" and "stroll". Although they will look at different styles of things, they must have the most primitive needs in their hearts. However, you must also give him the feeling of "picking" and "wandering", so at this time you have to associate something with the same style, but the details must be different. Because we must see such a connection: there is no difference between things.
(3) Lenovo can be matched or complementary.
You can imagine the future shopping scene: a female white-collar worker wants to buy a short-sleeved shirt, Korean version, so she went to Taobao, took a fancy to one under the recommendation of Taobao Daren, clicked in, felt good, and was ready to start. As a result, on the details page, I saw that this talent also introduced a pair of casual pants, a pair of matching high heels, and even a very fashionable watch and sunglasses. Style and price are all affordable, even the favorite varieties are complete and perfect!
2. Some ideological inertia about affiliated sales
When it comes to related sales, in fact, most sellers think of a bunch of treasures in the store. Of course, there should be many sellers who can think of the same level and style. Then don't simply show the pictures and prices of the products. Generally, there may be three or four in a row and three or four in a row, as shown below.
We call this kind of association "display" association, which is feasible for most clothing, shoes and bags and jewelry. Because this can bring visual impact to users and reduce the jump rate (see other treasures), you must realize that this kind of display association will help improve the conversion rate of the whole store, but it may reduce the conversion rate of single products, and the progress of customer unit price will not help much in practice. Why? Because consumers want to buy a shirt and a pair of pants!
However, in any case, most of the related sales, our thoughts still can't jump out of some circles, so in this article, I will put these circles of thought here first.
(1) Do affiliate sales have to be on the details page?
At first glance, you may wonder: I don't do the details page. Where do I do it? Let consumers see it. After all, you have to introduce it to consumers. Maybe all the sales related to your home are recommended by the customer service staff, then you are too awesome. How tired your customer service is! However, you must note that with the development of wireless terminals, consumers' shopping is becoming more and more fragmented, and within limited time and screen space, the space for related sales operations is getting smaller and smaller. Then the question is coming. Since it is not on the details page, what about our franchise sales? After all, I want to introduce something to consumers!
(2) Can affiliate sales only be used to improve customer unit price and conversion rate?
When it comes to the role of franchise sales, the first two indicators reflected in your mind are: increasing the unit price of customers and improving the overall conversion rate of the whole store. What else can I do? Reduce the jump rate and increase the page stay time. Anything else? The basis of these establishment is: you think affiliate sales must be done on the details page or introduced by customer service. Then if you jump out of the first circle, you will find it easy to jump out of it.
(3) Is the function of affiliated sales necessarily immediate?
What's the point? Can the role of affiliated sales lag behind? After the consumer bought this product, did it take a while to think of the baby I thought of at that time, felt good, and then came to buy it? Dude, are you kidding me? Hehe, it's still a question of ideological circle, because the basis you are building now is: related sales are done on the details page, or customer service recommendation!
(4) Is affiliate marketing just a display type?
Speaking of association, everyone will think of some official related tools of Taobao, and most of these related tools are simple displays, just like what we saw before! However, don't you think that with the increasing frequency of keywords such as online celebrities, Taobao experts, wireless terminals, content marketing, Taobao headlines, fan economy and self-media, affiliates can change their ways?