JD.com’s fresh food category operation case analysis: How to build a store?

Sometimes, a store clearly has significant advantages, but its sales volume stagnates. It is indeed embarrassing that a store has operational advantages but fails to bring benefits to the store. Today, we will take a store as an example to analyze the reasons and solutions for this situation in the store.

1. Store Introduction

This store is JD.com's XX fresh food flagship store, which has its own national-level marine ranch and processing plant. The store type is POP. It mainly sells dried aquatic products and has significant advantages in itself, but sales have not been ideal.

2. Problem Diagnosis

Regarding the store development, we found that the store had the following problems:

1. The store has almost no traffic, resulting in zero sales and lack of brand characteristics;

2. The store label is blurry and unclear;

3. The store has few product lines, no main products, and unclear classification.

4. The store has no specific operation plan and lacks a systematic solution.

3. Solutions

1. Market positioning: Check the data compass of the entire industry and the TOP stores in the category, and position the target audience of your store products as low/medium/high-end. At the same time, seek common ground while reserving differences, explore good selling points, and highlight brand and product advantages. For example: At that time, most shrimps in the industry were packaged in cans and bags. The store was positioned as a high-end store, so it chose two sizes of boxes and customized matching gift boxes for purchase. Multiple SKUs were extended from one product, and so on, the product line was expanded.

2. New products on the shelves: New products have weight, and their weight is even higher than that of general slow-moving products. Therefore, layout the keywords well, sort out the product categories, prepare the product pages, and upload the products in a planned and stable manner. When you first put a product on the shelf, you can choose appropriate and accurate keywords as much as possible, which is more likely to cover all the keywords and hot words that can be used for this product (industry hot words, seasonal words, JD hot words), but the title should not be too long. As a new product with no reviews at all, if it is directly put on JD Express, the conversion rate can be imagined, which will be a vicious cycle. Specifically, when it comes to how to take the first step of introducing orders in the early stages, whether it is promotion or activities at a loss, you must pay attention to the user experience. Customer ratings of early products are crucial to the development of the entire store in the near future. Good reviews and review posts add a lot of points to the product.

3. Precision Promotion: Use Jingtiaoke to carry out CPS promotion in the early stage. After accumulating a certain amount of basic sales, you can also obtain the qualifications for some event submissions. At the same time, we cooperate with JD Express to carry out precise promotion. JD’s promotion is weighted, and the investment in new products with a foundation does not need to be too large, which can often be equal to the output, and quickly create a hit.

4. Related products: Keep uploading new products. The new products at this time will have a better weight than other people’s new products due to the store dimension. Maintain a stable upload and a virtuous cycle. The first batch of products can also be used as a diversion channel to promote potential models through associations, liven up the atmosphere of store products, promote conversions, and increase transaction volume.

5. Slogan: Make good use of promotional slogans and product slogans. Both of these are taken into account in the search. SEM search engine keyword crawling contribution, product ranking click contribution, promotion, activities, publicity and other best text promotion sites;

6. Multiple channels: Use multiple channels to attract traffic to the store, such as content marketing and membership marketing, and regularly distribute benefits to old customers; avoid single-channel.

Store optimization requires comprehensive consideration of many aspects, and a detailed promotion plan must also be formulated so that the store development can be orderly.