Tmall agency operation: What is the specific process for making a single product a hit?

The general process of implementing a single product hit can be divided into five stages:

1. Judgment Stage

1. Keywords: search data, total search data, trends.

2. Competitive products: quantity, sales volume, price, and selling points.

3. Buyer’s gender, buyer’s age, and buyer’s identity.

2. Reserve Phase

1. Product fixed price, promotional price, SKU price, and marketing nodes.

2. Appearance selling points, functional selling points, marketing selling points, etc.

3. First picture video, first picture, last four pictures, details page, SKU pictures and texts, and comments from everyone.

4. Determine sales demand based on the target, set the standards for positive reviews + photo sharing, ask everyone questions + lay out the best answers.

5. Package cards, WeChat communication, customer classification, and circle of friends interaction.

6. Collect statistics on competitors’ questions and reviews, collect statistics on competitors’ customer service scripts, and collect customer service script manual.

3. Testing Phase

1. Through train mapping plan, creative image material reserves, and AB group mapping method.

2. Click feedback, conversion feedback, customer service feedback, and after-sales feedback.

3. Tracking of competitor product pages, customer conversion data, and customer service churn statistics.

4. Statistics on inquiry conversion rate, reasons for loss, statistics on competitor's sales pitch, and customer service performance plan.

5. Track competitor marketing points, click feedback, and convert feedback.

6. Collect statistics on disputes and negative reviews, and track disputes and negative reviews of competing products.

4. Outbreak Phase

1. Super recommendation boost for through train diamond exhibition, Tik Tok, Taoke, and live broadcast boost.

2. Accurately identify target words and promote them. The click rate of target words is 1.5 times higher than that of peers, and the conversion rate is higher than the industry average.

3. Track the first pictures of competitors and provide continuous feedback through picture testing.

4. Track competitor pages, continuously optimize the pages, and continuously optimize the wording.

5. Continuously track positive feedback and customer maintenance.

6. Continue to pay attention to the data of scanning rate, communication rate, return rate, repurchase rate, and sharing rate

5. Defensive Phase

1. Who are the competitors, who are the old rivals, and who is the dark horse.

2. Whether the trend of competitor product visitors is stable, and whether the competitor product visitors are increasing or decreasing.

3. The composition of competitor visitor traffic channels, the composition of competitor visitor traffic words, and the trends of traffic channels and traffic words.

4. The overall trend of competitor product conversion rate, the conversion rate trend of each channel, and the conversion trend of each traffic word.

5. Changes in competing product prices, changes in competing product gifts, changes in competing product associations, and changes in competing product activities.