E-commerce operations: Marketing planning to create hot products

What is a hot item?

Simply put, it is the best-selling, most popular and most in-demand product in a store.

In terms of sales, hot-selling products have the natural advantage of high conversion rates. When customers make purchases, they will always choose those with good sales and those chosen by the public. The public’s eyes are often sharp, so the conversion rate of hot-selling products is much higher. If a product has few sales and few reviews, you can imagine the conversion rate.

In terms of popularity, hot-selling products can increase store popularity, drive sales of other products, and combine them with set meals to boost sales of other products in the same store, thereby increasing average order value.

From a supply perspective, if a store sells popular items, it can reduce inventory risk. Why? Do you think it is less risky to have 1,000 pieces of a hot-selling style in stock? Or is it less risky to have 100 pieces of each of 10 styles that you don't know whether they will sell well?

>Preliminary planning:

> Selection/Pricing/

Model selection:

1. Excellent cost performance

2. Select the style based on the background data. Which products have potential and the overall search index is on an upward trend

3. Only products that rely on natural traffic to sell well and are recognized by users have the potential to become hot-selling products.

Pricing: Taobao pricing, competitive pricing, enterprise pricing

>Product internal strength

1. Title: Market - Related word search - Core keywords - Find high-heat words - Combine (using e'x'c'le) readable title

2. Main picture scene - attractive copywriting - clear product pictures - art communication, video (show selling points and brand)

3. Details page - obvious visual style, selling points, relevance, discounts

4. Basic sales - fake orders - Taobao - CRM (marketing plan)

5. Store activities (new product promotion) marketing activities (reductions, gifts, coupons)

combine)

6. Customer service automatically and quickly replies – Hello – New product recommendations – Promotional offers

7. Store layout: Put the main products in a clear and obvious position to get more

flow

For example: store sign, banner, details page, left side, customer service training for recommendation

Test model:

2-3 similar products, give them enough display opportunities, through click-through rate, collection,

Select the most effective data such as add-to-cart focus, conversion, page dwell time, bounce rate, etc.

product

Test map: There are hot items

Change the creative main picture to see the click-through rate. The required display volume for 100 clicks

No hot items

Through Train

Highly popular keywords, top positions

Visitor analysis in precise crowd reference traffic

Look at the data click-through rate and purchase rate (7%-10%) conversion rate

> Promotion

1. Growth stage: Promotion-1 through train is the main method (low sales, precise words; slightly higher sales, precise words + core words, high sales, precise + core + broad words), supplemented by diamond exhibition to achieve continuous growth (ensure the strength to launch diamond exhibition)

2. Taobao customers, develop their own Taobao customer resources and marketing plans to develop hot products, calculate the budget, and pay attention to maintaining sales, traffic and reviews after the climax.

3. Friends circle

4. Content operation Taobao expert (love shopping, good products)

5. Live streaming by celebrities

>Activities

Mature stage: Maintain promotion and sales activities to increase sales

Through-train Diamond Exhibition continues to promote and optimize keywords and titles, and you can sign up for activities such as Juhuasuan or Taobao Flash Sales.

Author: Chuanzhi Podcast

Source: Chuanzhi Podcast