5 core strategies for rapid growth of Taobao stores

For brands that have just started their business, the most important thing is how to make money from scratch. For them, the most important thing is to survive and sell products. This time, we invited a member of the e-commerce circle – Lu Yuanjiang (Operation Director of Shenzhen Aiying Industrial Co., Ltd.) to bring you the five core strategies for the rapid growth of new stores. He worked for a new brand of children's clothing store, from the basic operations of the new store to monthly sales of 2.8 million.

From his perspective, we can provide you with more thoughts.

This content is divided into 5 modules:

1. Daily Operations
2. Store promotion
3. Content Marketing
4. Product Planning
5. Marketing rhythm

01. Daily operations

When we take over a store, we all know that we need to do market analysis.

First, we compared the transaction volume and sales share data of the Taobao market for the past two years in the Business Intelligence Market Information. We analyzed and positioned the transaction volume and sales share of the categories we entered in the entire market, and from the year-on-year trends of the category’s transaction volume, sales, and visitor index, we found out the category’s peak sales season and made operational arrangements.

Combined with the analysis of store search population, we can determine which gender, age group, and occupational distribution the main consumers are concentrated in, roughly understand their shopping time, and make full use of paid traffic tools such as Through Train to seize traffic spots in advance.

Through the distribution of payment amount ratios in the past 90 days, we can see the average order value of products in our category. We can analyze and utilize the subjective price awareness of searchers to explore the selling points of our products, reflect the advantages of our products, and maximize profits. Mining the city distribution data of searchers to create heat maps, and providing suitable products to consumers with purchasing needs.

Compare the top 30 best-selling attributes in the market in the past two years, and roughly determine the basic characteristics of the category from these best-selling attribute data. Collect these basic best-selling attributes and conduct specific analysis for a certain best-selling time, such as the best-selling season, and further subdivide which attributes have the highest proportion.

Based on these data, we can roughly understand the basic attributes of a hot-selling item in our category during each season’s sales, which can serve as a good reference for item selection.

By crawling the product data of Taobao's "industry category" related keywords, we can make a price range and sales distribution. Filter the price range and stratify the sales volume, clean the data, retain the data we need for analysis, conduct further analysis, and determine the pricing range.

From the cross-tabulation of product attributes, you can understand your industry category and which styles and designs sell best. After grabbing the evaluation data of the top 3 products in the category, we extracted their high-frequency words and analyzed the information that consumers care about and their purchase purposes.

Through product analysis, we can roughly understand the basic attributes of a hot-selling product. When the sales of the products in your own store are mediocre, and there is still no way to increase sales by cooperating with various channels, you can grab the data of the same products in your own category for analysis, and check whether the attributes of your product are consistent with those of the hot-selling product or whether there are major discrepancies. If you want to become a hot-selling product, you must first copy, then modify, and then optimize.

As the saying goes, only by knowing yourself and your enemy can you win every battle. Selecting products with the potential to become hits in the market does not mean that you can become one of the top products in the industry. You also need to understand your competitors, their store category structure, transaction volume distribution, the traffic channels of your store's hits, and other data, and formulate plans based on your own advantages. For example, data of the top ten product stores in an industry market category. How many products are there in total in each store, how many hot-selling products are there (what is the monthly sales volume), how many sub-hot-selling products and small hot-selling products are there (what is the monthly sales volume), how many products have a monthly sales volume of 0, what is the turnover rate of the entire store, etc.

Study the market situation of the sales share of the top brands in the past 30 days, and find the top brands to surpass in terms of sales as a goal for improvement. By capturing the product's search keyword data, we can understand the approximate traffic structure and proportion of the competitor's products, and combine our own traffic channel resources and product conversion rate to see whether it can exceed that of the competitor. Collect high-frequency words from competitor product reviews, ask everyone and other information to understand the strengths and weaknesses of competitor products.

Through the above data dimensions, you can roughly judge whether this product is your competitor, break down your goals into several stages, collect the competitor data at each stage, surpass the competitor in stages, and achieve your ultimate goal.

We go back to the details and demands of our current store and diagnose our store’s data, traffic sources, sales, etc. The store’s new and old visitors’ data are registered, and the average order value is compared with the industry level. The store’s performance is excellent, the average is high, and the store’s performance is average. This is used to attract new customers and increase the average order value through related sales. Increase the average order value and payment conversion rate by adding more combinations, associating products, and offering instant discounts with buy-one-get-one-free, giving coupons, getting discounts with coupons, and combining purchases.

Visual Planning:

On the visual page, you can view the main models promoted in the past 30 days, basic data of the detail page, bounce rate, average stay time, payment conversion rate, analyze the main picture of the details, optimize the selling point extraction, scenario content, brand endorsement, etc. Adjust the irregular use of page layout, fonts, and LOGO, unify the use of colors, differentiate each series, refine the product details, highlight the texture, and refine the selling points of the design.

02. Store promotion

When you first take over a store, you will generally encounter some demands and problems:

How to quickly increase and stabilize traffic output?

Check Business Advisor to analyze which sectors have seen a significant drop in traffic, refer to competitors' products, adjust the entry points where traffic has declined, and increase and stretch the output of through-train promotions to stabilize conversions.

How to improve the ranking of direct train keywords and increase traffic

We first increase the weight of the through train account, continuously optimize the click-through rate, select precise words with high exposure for promotion, focus on and optimize the conversion and transaction of through train keywords, so as to obtain an increase in keyword rankings and a large amount of search traffic.

How to increase store sales

In order to increase store sales, we need to position the market, plan and adjust product categories and varieties. Provide good daily services and after-sales service to lower the customer experience threshold, such as: limited-time specials, free gifts, refunds if customers don’t like the product, etc.

After analyzing the market and stores, we will formulate implementation goals and plans:

Preset goal: Based on the store's growth rate in previous years, ensure that the store's growth has not stalled, compare the store's annual historical data, obtain the growth data this year compared to last year, and temporarily estimate sales.

Target decomposition: Decompose the annual marketing rhythm layout according to the rhythm of platform marketing activities, plan the advance layout of key resources specifically corresponding to the main products, and refine the required traffic situation.

After formulating store target planning, we need to promote and attract traffic to the store.

Be familiar with the entrances, population characteristics and distribution of each traffic channel of the platform. According to the established traffic plan, clarify the traffic targets, and organize and adjust the resources corresponding to the traffic.

In the early stage of promotion, we continuously launch and test new products and choose a category to become a hit.

We need to test the styles and pictures first, usually using the through train. The general testing period is 7-15 days. Each category of product is different, so you can adjust it according to your own store. After selecting a style, start promoting it through traffic and creating hit products and single items.

After analyzing product attributes, repurchase potential, and matching channel characteristics, select old customer testing, through train testing, diamond exhibition testing, etc.

Determine product launch based on industry average data and competitor data, and test data anchor points (data base entry threshold), such as UV, add-to-cart rate, collection rate, conversion rate and other data anchor points. The test data must be at least higher than the industry average and competitor data.

Team members divide the work and cooperate with each other. The planning team produces copywriting, the design team produces visuals, and the traffic team obtains traffic, executes tests, and summarizes and analyzes data feedback from various channels. The data is compared with the set anchor point. If the data is higher than the anchor point, it has the potential to become a hit; if the data is lower than the anchor point, it does not have the potential to become a hit.

Through a series of product launches and tests, the product data performance and potential for blockbuster sales were tested. The basis for searching for explosive traffic and the stable stretching of the double helix of the through train.

At different stages of a product's popularity, we use different approaches.

Single product basic stage: Set a total sales target. How much traffic is required based on the target position? How much traffic and conversion are needed for a certain period of time? Select priority keywords based on their traffic, sales, and conversions, control the daily sales volume, produce evaluation management target outputs, arrange and execute high-quality evaluations, photos, videos, and additional tasks, perform keyword screening and optimization, and make a through train test map plan. Test out a main image with the highest click-through rate within three days of listing, edit and collect comments, shoot and organize videos and photos, and other outputs that must be completed within the specified time (evaluation). The main image design must have 6-8 test maps to obtain the main image with the highest click-through rate. Optimize internal skills, refine selling points, etc., track single product data (visitors, order volume, conversion rate), pay attention to optimization data, and make timely adjustments (keywords) and title optimization operations.

Single product ranking stage: always pay attention to single product data (traffic and sales), (pay attention to the gap between single product conversion and competing products), market competition data (in order to adjust the ranking of the ranking)

Single product stability stage: When the traffic of our store is steadily increasing, we improve customer stickiness and conversion through content planning, produce and publish valuable, relevant and sustainable content to attract the target group, change or strengthen the behavior and cognition of the target group, so as to generate marketing methods with the purpose of conversion and find suitable promotion channels, and screen out high-quality influencers and MCN for placement.

Hold on to the original position of the competitor, and continue to distance yourself from the competitor with sales volume as the node, and maintain a sales volume of more than 1.2-1.5 times. If you maintain this for more than 7-10 days, you can stably obtain the corresponding traffic for that position. Of course, we have to look at the comprehensive traffic of the store. We cannot just look at (search entrance) to surpass the competitor. We must surpass the competitor with the main traffic entrances, such as (other free items in Taobao, My Taobao, shopping cart), etc. The higher the weight of the entire link, the greater the traffic. In addition, we must do real-time data tracking and statistics, and try to participate in activities as much as possible, and also seize the (Taobao flash sale and Juhuasuan) activity entrances.

When our traffic channels and sales volume can be maintained at more than 1.5 times that of our competitors, and our conversion rate is higher than that of our competitors, we can reduce our promotion costs or raise prices appropriately. Focus on maintaining store data. The average daily sales volume should be maintained at about 1.5 times higher than that of competitors (excluding sales during events). The pit sales volume should be stably higher than that of competitors. If competitors increase their through train promotions, we should also increase our efforts, put high-priced cards on the first post, and continue to keep up with Juhuasuan, Taobao flash sales, Taoke activities, etc., seize the entrance, and reduce the number of times competitors launch activities.

03. Content Marketing

I won’t go into too much detail here, just post two pictures.

External KOL + communication channels + communication content

04. Product planning

This area can be planned based on the company's product line, and a product structure layout can be made for hot-selling products, traffic products, event products, profit products, image products, and long-tail products.

Product positioning: Four essential conditions for the main style, the follow-up style, the regular style, and the image style

05. Marketing rhythm

According to the annual rhythm plan, new products are tested in advance every quarter, activities are held, discounts and promotions are offered, and through-trains are used to attract precise groups of people, increase the exposure of hot products, and improve sales and turnover. Based on data feedback, we will carry out the associated drainage layout for the first-tier and second-tier hit products. Improve the store's basic merchandise structure and grasp the marketing rhythm.

Take the operating store as an example:

The overall idea of ​​the store in the early stage is to first create hot-selling items in the store (3-5 items), increase the overall sales of the store, and carry out single product planning for the entire store, dividing it into traffic-generating items and profit items. The single products selected have large market demand, strong stickiness, and appropriate prices, making them suitable for being promoted as store hot items and maintained for a long time; the promotion is mainly through through trains, and the main hot items are combined with other items in the store for joint sales.

In the medium term, we will create 1-2 hot-selling products in each category to form a hot-selling product group. Through the hot-selling products in each category, we will carry out related sales and in-store promotions, as well as activities and promotions, to drive the hot sales of other products and form big hot-selling products + small hot-selling products in the whole store.

In the later stage, we will focus on store brand marketing and member marketing, gradually reduce the proportion of promotion expenses, and increase profit margins.

Author: Marketing Lao Wang

Source: Marketing Lao Wang

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