Second category e-commerce marketing tips, save it!

There is only one day left for the National Day holiday. I believe everyone can't hold back their desire to celebrate the motherland's birthday. I saw someone say on Weibo: "This year's National Day is the 70th anniversary of the motherland. Shouldn't there be 70 days off? 7 days is not enough to express my love for the motherland~"

My friend, I don’t know whether you are getting too proud or your information flow account is no longer worth the money!

I don't care about you. Today I must bring you some practical information about second-category e-commerce. There is no need to discuss this matter. Just listen to me.

The so-called second-class e-commerce refers to the e-commerce that uses the information flow model to launch product single pages + cash on delivery, in addition to traditional e-commerce platforms such as Taobao, Tmall, JD.com, Pinduoduo, etc.

1. Product selection

The product selection is also very important. The normal information flow of second-class e-commerce products is mostly 99 yuan per customer, which can be divided into:

① Low-priced traffic-generating products (less than 200 yuan)

② High-priced profit products (over 200 yuan)

③Seasonal hot-selling products

2. Channel selection

Generally speaking, different products have different distribution channels. The second-class e-commerce distribution channels include Toutiao, Baidu product page, Guangdiantong, Moments, Phoenix, NetEase, Sina, Mayu, Fenmintong, etc. Different products have different hot-selling channels.

①Today’s Headlines

Toutiao has high requirements for products and will collect a deposit. Generally, products with a customer unit price of more than 150 yuan will be easier to promote. It is suitable for clothing, shoes, bags, small appliances, alcohol, food and other products.

② Guangdiantong, Baidu

It is suitable for customers with average order value below RMB 150, especially since GuangDianTong’s audience is relatively younger, so some low-priced and cost-effective products will be easier to promote.

③Friends circle

I don’t have any special requirements for price, but products with high cost performance are better.

④Phoenix, NetEase, Sina

Since there are more male audiences, the products generally chosen are alcoholic beverages, watches, leather shoes and other products that cater to male needs.

⑤Meiyou, Fanstong

Generally, the proportion of female audiences is larger, and the products chosen for launch should also be female-related to better obtain traffic.

3. Account establishment

The method and logic of setting up an account are the same as the traditional account setting method, except that the background is different. When testing and optimizing, you need to do A/B testing based on the material and check the effect based on the number of backend orders:

1. If there is consumption but no orders, and the consumption is greater than 150% of the product cost, the plan will be stopped directly.

2. If there is consumption but no orders, and the consumption amount is less than the finished product, observe for 1 day first. Stop when it exceeds 150% of the cost, or if there are less than 7 per day for two consecutive days, stop directly.

3. There is consumption and orders, but the cost exceeds the product cost. You can first observe the situation in the first stage. If it is below 150%, it is acceptable. If it is still high after the learning period, reduce the price by 5% and observe for a day. If it is still high, continue to reduce it until there is no volume or the cost is appropriate.

4. If there is consumption and orders and the cost is acceptable, continue to launch the product.

When setting up an account, please note:

① When creating a new plan, creativity must be constantly updated.

② For products with reduced costs, the price can be appropriately increased every day

③When you first start to advertise, it is recommended to advertise all day

④ At 0:00 every day, the Toutiao system will reallocate traffic based on the account’s delivery situation, budget, bid and other dimensions of the previous day. You can increase the bid by 150%–200% for the running plan a few minutes before 0:00, and change it back to the original price at 0:30

In fact, setting up an account is not particularly difficult. The difficult part is how to optimize and adjust under different account conditions. Once you learn the optimization ideas, you will be able to adjust your account.

Author: Liu Jin

Source: Houchang College