Taobao Operations: How did a trader review the sales volume from 0 to 5,000?

Many sellers are at a loss as to what to do when new products are released in their stores but there is no traffic. After much thought, the only word that comes to their mind is “brush”. In the past, many sellers handled the issue of new products in this way, but faced with the current situation of "fake orders causing death" this year, sellers don't know how to deal with it anymore. Today, we will show you how to use activities to build basic sales, how to list new stores and new products on Juhuasuan and Taobao, how to predict activity sales based on data, and new products, new stores and new ways of playing, so that your store can get on track in three steps!

The store started operating in January. It was previously a women's clothing store. Previously, 5 points were deducted for general violations. The merchant made a mistake in setting the price, resulting in more than 500 orders for 2 yuan. The merchant directly closed the order, resulting in complaints from buyers and deduction of 5 points for general violations.

1. Build early basic sales volume for a single product

1. The style positioning of the product details page and the store affects the conversion rate and promotion effect.

For example, if your product’s customer base is people in their twenties and thirties, you would definitely not choose a bearded uncle as the spokesperson for your product. This is a rather exaggerated analogy. The style positioning of our store would not be that wrong, but there is a situation where the details page is inconsistent with the store's style positioning. The styles of the product and detail pages must be consistent so that we can accurately target the target audience and increase our click-through rate and conversion rate. The specific situation can be determined based on your backend store analysis.

2. Capture last year’s search demand data and grasp the operational nodes. The data can be referred to Data Cube and Taobao Index. The timing of product creation should be coordinated with the timing of the event.

3. Three questions

(1) What are the key time points in product creation?

A single product online generally goes through five stages: basic sales, growth, finalization, explosion, peak, and decline, especially for seasonal products, so it is very important to grasp the rhythm of operations.

According to which time to cooperate with the activities.

(2) How to better display seasonal products?

If it is a seasonal product, and you want the product to have a high display in May, then you need to launch new products in February. This is especially important for clothing categories. Every product has a growth period, so we must establish basic sales before finalizing the product.

(3) What to do when demand is at its peak? (For seasonal products)

If it were me, I would choose to lower the price. Many sellers will choose to raise prices during the outbreak period or peak period, thinking that this is a good opportunity to raise prices. But after the peak there will be a decline period. After the peak period, everyone is lowering prices during the decline period, so do you have an advantage? However, there will always be inventory in the end. Therefore, a lot of the money that sellers earn turns into inventory. If we lower prices during an explosion in sales, there will be a huge explosion in sales. Buyers will feel that your products have advantages, and sales will increase significantly. During the downturn period, everyone was lowering prices. At this time, our sales ranking had already gone up, so inventory clearance would naturally be faster than other sellers. Anyway, it will become inventory later, so why don’t we pass the profit to consumers? In the end, it is not only the consumers who benefit, but also the businesses.

4. Test the model on the through train (it is best to ensure 10 sales)

Testing the model: Testing the model is a must. In the early stages, we often cannot be sure whether the new products we are about to launch will become hits, so we leave it to the market to decide. Set up two similar products for the same keyword: see which product can get more displays, clicks, collections, and add-to-cart, and then set weights based on these indicators to select the product. At this time, you have to be willing to invest specific expenses. Different categories have different click costs, so merchants should invest according to their means. Taking into account the randomness of the data, at least 500 clicks are required. Otherwise, it will be difficult for us to judge later. If the selection fails, we will spend more.

5. Accumulate 20 sales and 10 reviews. It is best to offer discounts to old customers. This is the basic requirement when registering on a third-party platform. If you have no sales and no reviews, there is no possibility of participating in the event. How to achieve 20 sales and 10 reviews: We can accomplish this through old customers and die-hard fans. We can offer discounts or even free gifts to old customers. I just gave an example, there are many other methods.

6. Start applying for rebate activities on third-party platforms, such as Fanli.com, Fanhuan.com, Taofenba, Liqu.com, and Zhonghuasuan, which have good rebate activities.

Three questions:

(1) Why should we promote products through off-site activities?

Everyone knows that off-site activities have no weight, but these activities will greatly increase our sales in a short period of time. If the product has no sales and no transactions in the early stage, it will be very difficult to do it. Taobao has an important evaluation indicator: the transaction volume of Alipay. Where does this trading volume come from? It still depends on sales, and it’s best to have real sales. So we can choose to create these rebate-type activities.

(2) Why not choose a discount of 800 to boost sales?

The difference between a rebate website and a 800-off website is that a rebate website gives buyers a profit in the form of cash back. When buyers bid for the product, the price of the product remains the original price. The 800 yuan discount is given directly to the buyer in the form of a discounted price. That is to say, we need to lower our prices in the early stage. In this way, the system will capture our price records and affect the prices on Juhuasuan.

Another reason is that the threshold for these rebate websites is relatively low and it is easier to schedule them. When we create new products during these events, we can negotiate with these websites and schedule them together to ensure that product sales explode in a short period of time. If you separate the release dates, sales will be scattered. The second wave of sales may be too far apart in time from the first wave, so the sales will be zero. Then there is little point in attending the event.

(3) I used these platforms to get my half-dead products on Juhuasuan

1. Make a high commission plan independently for each rebate website.

2. Set the plan as a private plan, and the general plan should be set as a public plan

3. Try to schedule activities with various platforms to shorten the time to accumulate sales

4. Predict the effect of platform activities and make inventory preparations, because the effect may be better if the discount is large. To predict the specific effect, you need to compare the effect of peer products on the platform.

2. Juhuasuan Activities

1

Before reporting activities

1. Registration tips:

Large total value

Large registration inventory

Strong activity

Choose a time period with less competition

(Input and output of a single slot according to Taobao policy KPI (performance).)

When registering, we need to report a higher value of goods, a larger inventory, and a stronger campaign. This will make Taobao shop assistants feel trust in the products.

For example, if the price of men's clothing is 3,000, you should quote 10,000. Compared with peers, the larger the value of the goods, the higher the pass rate. The best standard is to report three times higher than your peers. Of course, this standard varies by category, but one thing is that if the minimum standard is 5,000 SKUs, and you report 5,000, the pass rate is almost zero. Because it is a new product, the registration is likely to be unsuccessful. If the minimum passing standard is 5000, and you report 5000, you will be passed directly.

A question:

If the price is quoted as 10,000, does it mean to hold 10,000 in stock?

First of all, everyone should make one thing clear: Juhuasuan does not have much traffic now. A lot of the traffic comes from some larger stores that import their own traffic to Juhuasuan, and then the traffic will be redistributed. You see that some merchants have huge sales and a lot of traffic, but in fact, the traffic of Juhuasuan itself is not very large, basically 20,000 to 30,000 UVs, and some may be even lower. These stores may be stores with better qualifications and their sales volume is usually very high, and the traffic of Juhuasuan generally only accounts for 25%-35% of its total traffic. So you report an inventory of 10,000, and then you can predict your actual sales volume through data comparison and determine our actual inventory based on this. Generally, if you expect sales to be 3,000, then you only need 4,000 in stock. This way the pressure to clear inventory won’t be too great. If you really prepare 10,000 pieces of inventory, then all your money will become inventory.

Therefore, we must analyze our sales volume, and go to the Data Cube backend to dig out the traffic structure and proportion of our peers' activities participating in Juhuasuan, analyze the traffic sources of our peers' activities, and then determine our own traffic structure and our actual activity sales volume. Generally, Juhuasuan traffic only accounts for 25%~35%.

2. Predict real sales based on traffic, competitor activity data from Data Cube:

Set the maximum sales target based on the sales and traffic structure, conversion rate relationship of competitors, your own traffic, and conversion rate

Forecasted Juhuasuan sales:

(1) Traffic structure of peer activities during the same period: Analyze the traffic structure and sales volume of peers

(2) Conversion rate: Estimated conversion rate by traffic category

The traffic structure of your own store: through-train traffic, Taobao customer traffic, store traffic

3. Price of the activity you sign up for: Juhuasuan’s price is more cost-effective

High first, then low (the last big move)

We use the Data Cube to look at the competition

Find the ranking of hot-selling products: We can analyze whether the source of competing products is PC or wireless, and what the proportion of PC and wireless is.

Two questions:

How to do it specifically?

We just need to copy the title to the Data Cube search, find the traffic data, and then record the data bit by bit. Juhuasuan activities usually last for two days. The traffic entrances can be divided into product pages, store pages, traffic, advertising, Taobao customers, and through-train. Through these data, we can infer the percentage of Juhuasuan's traffic.

If you want to sell it for 4,000, you can then see how much free traffic you have and how much paid traffic you have. Then we can predict the effectiveness of Juhuasuan’s activities.

The conversion rate of Juhuasuan products mainly comes from the following sources:

The conversion rate of Juhuasuan is about 5%, the conversion rate of search: the conversion rate of the store itself, old customers, Diamond Exhibition, Through Train (the effect of Through Train may be better than usual), tendency to do Diamond Exhibition, understand the gameplay of signing up for Juhuasuan, and the same is true for signing up for Taobao Flash Sales.

2. Through the marketing plan of the event, swiping the Juhuasuan follow-up card ranking, free orders, half-price, gifts, activation of old customers, sending text messages, and doing a good job of buyer show to increase conversion rate, the marketing plan involves the effect. Warm up for two days to rank up your attention card. Sales can be predicted by attention.

What are the tips for gaining attention? The number of followers on Juhuasuan can generally only reach over 2,000. Once it reaches 2,000, you can no longer go higher. My advice to sellers is to first increase the amount to 500, and then increase it slowly.

Here are two examples:

A. Brush 2000 at once

B. Start with 500 followers, then add a few followers every few minutes

Although baby B did not have 2,000 followers in the end, B's ranking was ahead of A. Because Taobao thinks that this product is a potential product, it is willing to give it more exposure.

A question:

Why is it necessary to offer free orders and gain attention?

Otherwise, the effect of the event will be lower than expected, and you should take these into account when registering for Juhuasuan. This can increase the registration approval rate and the effect of the event. After the registration is approved, more people can pay attention to our event, accumulate event popularity, and accumulate event sales in a short period of time to lock in the ranking. In this way, Taobao will judge that you are better than similar products and give you more exposure.

The effect of having buyers show is better than that of not having buyers show, and the buyers have a better experience.

3. Activities in progress

Ensure the effectiveness of the event. If the effect does not meet the KPI, it will be difficult to be listed on Juhuasuan next time. Cooperate with third-party rebate platforms, make up 1/5~1/4 of the orders during the event, give coupons to old customers, and increase the promotion of through trains. (To ensure the effectiveness of the event, you can choose not to do it, but there must be other channels to increase the sales of the event)

A question:

How to make free order better?

For example, you can get 200 free orders.

The first 200 people who place an order will get a free order, and you will announce the order list on the second day of the event. So the question is: after the buyer receives your cash back, if he applies for a refund within seven days (unreasonable return within seven days), you have to refund him again because Taobao cannot capture the full amount of free orders you gave to the buyer, which will bring unnecessary losses.

So we want to give away free meals during the event, but at the same time, the list should not be announced so quickly. The list will be announced after 7 days of the default delivery time. This not only reduces the return rate, but also prevents unnecessary losses. So my choice and suggestion is to wait 15 days before announcing the list.

4. After the event, the difference will be based on the evaluation seven days after receiving the goods. Pay attention to after-sales and apply for timely after-sales processing (affecting after-sales indicators and weight). As long as you pass Juhuasuan, the event price of your Taobao rush purchase is equal to or less than Juhuasuan, the pass rate can reach 80%.

There is a problem. Many buyers are hesitant and wait-and-see during promotions, but once your promotion period is over, they come to ask if you can give them the promotional price.

My suggestion is to give it to him at the event price. Because there will generally be inventory after an event, so why not pass on the profit to consumers? What’s more, what he gives you is the real sales volume and the label.

3. Later stage of the activity

The main task in the later stage of the activity is to maintain the weight. Juhuasuan has now been included in our weight. After the event, we must do a good job of maintaining after-sales indicators. We cannot allow the after-sales indicators to differ too much from normal after-sales indicators, otherwise the event will have little significance for the store.

1. Ensure positive sales volume, maintain weight and increase

Continue to make up for the orders, increase the direct train promotion, set up high commission Taobao promotion, Diamond Exhibition promotion, and continue to rebate rebates

2. Ensure after-sales DRS indicators, return cash to customers, give coupons to old customers, and handle after-sales in a timely manner

3. For customers who participate in the promotion, we will continue to offer promotional prices and rebate websites

Author: Webmaster's Home

Source: Webmaster Home