Absolutely useful information! Nine abnormal ways of operating Taobao and Tmall

Text/E-commerce consultant Lao Lu

First summarize the nine ways to play:

The first type : Dozens of C stores have hot products in seconds. Short-term luck operation method (dozens of products in different categories are hot at the same time, as long as a few are left, you can make money)

The second method : Multiple stores take turns in on-site and off-site activities (a Tmall store has 140 C-store agents who sign up for Juhuasuan every day, pay the agents and ship the goods themselves)

The third method : ultra-low-price off-site activities (find a combination of one-yuan and two-yuan products from various markets or platforms to sell at a low price with free shipping)

Fourth : Traditional single product through train order-brushing method (based on through train and search, suitable for high-priced products and non-standard products)

The fifth method: All products in the store take turns to brush orders (not based on one product but the whole store operation needs to cooperate with Diamond Exhibition and Store Direct Express to brush orders)

The sixth method : celebrity Weibo support method (find a second- or third-tier celebrity who posts his or her photos on Weibo every day. No deliberate advertising classification is required)

The seventh type : Offline group buying method outside the group buying station (in the delivery area or after negotiating cooperation with the group buying platform, regular dividend buying model is suitable for fast-moving consumer goods)

The eighth type : the through train dead-pushing method with unchanged thinking (first use the through train to test the model, then get the data and then optimize the through train to manage the promotion, lose money in the early stage and occupy the natural traffic position in the later stage, suitable for local tyrants)

Ninth : Low-price, high-quality tail goods (through Weibo, Douban, Renren, QQ groups, YY platform, and even game platforms to conduct targeted promotion to targeted groups)

Next, let’s talk about the specific operations and actual cases of these nine ways of playing. As I said before, these ways of playing are all based on internal strength. Without this foundation, it is impossible to achieve the best results. What I am going to share next is absolutely practical information, which is also good news for many sellers. I hope everyone can collect it and communicate more. The gameplay here is suitable for all Tmall and Taobao, all categories, and everyone's operations. You haven't seen it, you haven't experienced it, just because it's a perverted way of playing, this industry is just so crazy.

The first method: multiple stores at the same time

This gameplay relies mostly on luck. Purchase dozens of stores at the same time and distribute the high-profit products of your e-commerce friends. Don't stock up on goods yourself and don't draw charts yourself. Use software VPS technology to brush the goods yourself at the lowest cost, with an average price of 1.5 yuan per order, or use the platform to brush the goods in seconds, with an average price of 3 yuan per order. Brush one or more hot-selling products in each store, and control the quantity according to the sales of the top ten on the category homepage. This kind of operation is basically a life-and-death situation, but what you want is this life, as long as you have one life, it is enough. Sometimes all of them will die, and sometimes many will be left. It depends on luck. My apprentice brushed 47 stores before Double Eleven, and only 9 products survived. He made more than 1 million on Double Eleven. This is the gameplay. And they are all non-standard categories, and only a few thousand transactions are needed for one product.

The second method: multiple stores on-site and off-site activities rotation method

I was planning to post the store name or link, but I think better of it. There are so many Taobao spies here that it's killing me. Haha. This is a very interesting way to play. Some big brands and some brand stores with high customer unit prices do this. They have a large number of distributors. They will ask every store that meets the registration standards to register for Juhuasuan. After registering, they will give the distributor several thousand yuan. Once the sub-account is opened, it will be shipped directly from the manufacturer or brand warehouse. Several big brands I know basically participate in various activities on Juhuasuan every day, and they are all different stores. This is the charm of distribution.

Another thing is to have multiple C stores, and constantly participate in 800-meter discount coupons (you can get them by paying a fee) or official activities. In the past, Rose Stone in the women's bag category only participated in Juhuasuan and operated multiple stores. This way of playing is suitable for teams with many people, otherwise you will be exhausted. For a month, the daily sales were more than 3,000. After working for a month, I broke 3 printers and was hospitalized for half a month. This means that you must always learn to analyze why others can sell like crazy without optimizing titles or opening through trains in the crowd!

The third method: ultra-low-price off-site activities

There is nothing special about this kind of store. They just go to Alibaba to find some one-yuan or two-yuan products, combine them into a set, and then participate in various off-site activities to get a 800-meter discount with a coupon, a super low price of 9.9, and free shipping. They just need to control the express delivery fee and make one or two yuan from each product. It's a hard-working way of playing. But the miraculous thing is that a friend of mine has relied on this method to switch from a Great Wall car to a Land Rover from March 2014 to now. This is a cerebral hemorrhage method. There is no long-term product in this method. It is just constantly analyzing the market and doing what is in high demand in what time period. It requires a lot of activity resources and hard-working customer service and packaging and shipping personnel.

Fourth: Traditional single product through train order brushing method

This method is the most common one at present. Stores use one product as the main promotion model and then use the through train to brush orders. It not only improves the quality score of the through train, but also increases its weight and sales volume. This method was considered by most sellers in 2014 as one of the safest ways to brush orders. Many sellers brush the click traffic every day and then combine the display and click to control the conversion. In this way, the weight of the through train is high and the ranking of tofu blocks will also be good. This method is suitable for sellers who do not have good brushing resources because they can only use this method without safe brushing. Although the cost is a bit higher, it is still quite practical. I personally suggest that you can abandon this method in 2015 because it has been paid attention by the official.

The fifth method: All products in the store are sold in turn

This is suitable for brand merchants and merchants with sufficient supply, because the daily volume that needs to be brushed is very large. A friend of mine who sells cosmetics brushes more than 1,400 orders every day in his store, and his sales in 2013 exceeded 80 million. They use Taobao's various Youzhan, various mobile APP direct trains (0.30 cents per click) and store direct trains, diamond exhibitions, forums, and fixed replacement advertising spaces to brush orders in a comprehensive manner, disperse the traffic entrances, and control the fluctuations of single product conversions in the long term. In fact, using search keywords to brush orders is the most stupid behavior. You can see it yourself through the data cube. Is it stupid to be a waiter? This way of playing will increase the weight of the entire store while improving the ranking and sales of all products so that there will be no dead goods in your store and the entire store will be activated!

The sixth method: Celebrity Weibo support method

This kind of gameplay is only suitable for brand Tmall sellers but not for C stores because even second- and third-tier celebrities hope to cooperate with brands. Even if you are an inconspicuous brand, at least you are a brand. There are several companies in Hangzhou that specialize in this. They provide some brands with celebrity Weibo fans for promotion. Celebrities do not charge advertising fees but only commissions. Every time an item is sold, the celebrity will get a commission, and these celebrities do not do hard advertising. For example, in the clothing industry, she will wear these clothes every day to share her life, and every day there will be people who interact and promote where this brand can be bought. To put it bluntly, it is to let fans reveal what brand of clothes she wears. When I was chatting about this with a leader of a TP company, he said that the turnover in three months was more than 30 million, so this method is still very cost-effective. It just depends on your values ​​and how long the contract is signed. The most important thing is to find a celebrity that suits your product.

The seventh method: Offline group buying outside the group buying site

In fact, group buying is a shopping platform that every urbanite cannot do without at present, but few businesses try this cooperation. As long as you have a business license and sufficient products, you can cooperate with every group buying in various forms, which is definitely better than any marketing you do. Some traditional businesses also organize university groups and office groups to hold regular online shopping activities. One of my apprentices goes to the aunties in the girls’ dormitory in the university every day and asks him to hand out flyers to her for 20 yuan. The effect is great. In a university town, more than a thousand pieces can be sold in one activity. Now he gets along well with those aunties and doesn’t need to spend money. He just gives them a few bottles of Lao Gan Ma and it will be done. What’s more, this guy even allows returns and exchanges. Just put the goods directly with the auntie and he will exchange them directly. Online shopping and offline services, so there is nothing that can’t be sold, only people who can’t sell things! !

The eighth type: The through train dead-end push method with unchanged thinking

This is the method we started to use three years ago. At that time, our team was very accurate in launching hit products. The first step was to test the products. The second step was to increase investment after obtaining the data.

Step 3: Boost sales by losing money or maintaining a balance on the Through Train every day. Step 4: After achieving a top sales ranking, reduce investment in the Through Train or conduct more precise targeting. However, this is no longer possible now, not only because of the rapid growth in keyword prices but also because of a series of changes in Taobao’s ranking rules. Therefore, the Through Train has become a tool to add icing on the cake and can no longer be a highway to deliver timely help. But why doesn’t it work if you don’t drive? If you cut off your financial resources from Taobao, he will cut off your financial resources, so if you want to make a lot of money, you have to spend more money on the car.

Ninth: Low-price, high-quality tail goods

Many people in the Taobao industry know this. The first case is "Mumu San". People affectionately call this tomboy San Ge. The tail goods she sells are sold out in minutes. They don’t do title optimization or detail page work well. There is no optimization at all. It all depends on word of mouth. There are also "Zhuanyi" and many other foreign trade stores on Taobao. They don’t have a through train and you can’t find them by keywords. You can only find them by the store name, but they can be sold out within a few hours of the products being put on the shelves! !

Why? Because of the quality and cost-effectiveness, you will be shocked once you buy it and will be stunned once you use it! It's not that you like it, but you are surprised that you can buy such quality at such a price, so you can no longer help but pay attention to it. Can you imagine that a down jacket sold for 55 yuan, and it is made of duck down, and it is a thick long version? So many people asked where to get such goods? You can’t do this business just because you want to. If you don’t understand this industry, you won’t know the ins and outs of it. Opposite Beijing’s Dahongmen, Guangzhou’s Shahe Market, and Yiwu’s Wuai Market are all distribution centers for leftover goods. So this industry is the only one where the cost-performance ratio is not proportional to the price. What’s their way of doing things? The first is the method of product selection, and the second is self-media hunger marketing, which uses QQ, WeChat, Weibo, forums, and game platforms to notify these shopaholics.

Today I have written down in detail the specific operation methods of the above nine methods. Of course, there must be many things you don’t know. I hope we can communicate more in the post. I promise that the above methods are real and effective and are successful operation methods with many cases. Last time, many friends added my QQ to communicate with me and asked me about the methods of brushing orders and how to ensure the maximum security. My good friend is a Taobao system engineer, so I am very clear about the Taobao system recognition and detection system. Don’t think about it on the PC side. It’s just a question of wanting or not wanting, not a question of whether it can be found or not. For the mobile phone side, the most amazing thing about the recognition hardware system is that it can recognize your ID card information. Many people say it’s impossible. Just ask the programmer around you and you will know that it is not difficult for APP to implement this function, and customer data sharing is a cooperation between Alibaba and communication giants, so there is no way to be safe? Of course there is, but I will tell you next time! You can’t eat too much at one time, right?

I hereby declare that I will take full responsibility for any remarks I make. All links, methods and approaches are actual practical experience and are not just theory.