How can a taobao operation, which is difficult for many sellers to control, be a taobao operation, which would have been a seller to locate, price and promote
Taobao looked for a story here: seo said it wasn't perfect, followed the search engine, and there was less and less that could be done. By the same token, with the maturity of taobao, internet shopping malls have now increasingly returned to business itself, requiring fewer and fewer simple taobao operating skills。
Perhaps in previous years, we had little experience, the taobao rules were not perfect, and we operated and could even devolve some “waste” cheap commodities, when the traditional profession entered the electrician’s head start. But from now on, there is a strong feeling that young people like me, who can only start on their own business, need to learn their business in a modest manner like traditional occupations。
In the extension community, there is a widely used “four-four-two rule”: success = 40 per cent depends on positioning + 40 per cent depends on commodity and pricing + 20 per cent on extension。
40% positioning
The first step on a good business roll is certainly positioning. This is as important as the commodity itself. Why? Sometimes we find that the sellers of the same goods, some of the evaluated goods are good and some of the assessed goods are poor. Because different customer circles are different. Sometimes, the goods are not bad, but rather not sold to the right person。
Many feel that commodities must be of the highest quality and that they must be of the best quality. But zara was successful in selling a group of clothes of the usual quality to a group of young people seeking freshness and doing the same well. Speaking of location, we need to talk about data. Today's electricians know the primacy of data and the merits of data. But does anyone think that the data would have been toxic。
Today's sellers are very quick to divide, by data, which commodities have the largest audience, and to place themselves at a mall located in one of the largest taobao groups. In the end, it's possible that we're all on a one-wood bridge. This is what's happening today: the whole network of sellers is doing the money。
There are many differences between internet purchases and traditional stores, the most notable of which is the volume of businesses. Traditional shops usually have a high income to do things that are common to the population, with limited capacity because one shop is exposed to only one small business circle. But let's look at the last year's taobao women's dress show first. It's so little to understand. This is proof of the impressive size of the shopping circles, and even more striking, it is far from being developed
Say one thing: ben i think it's too small to do a notebook. The iphone phone shell was then looked at, and when it entered it found it very difficult, then it returned continuously to focus on its own keyboard film. The sales and traffic in the former mall were much better than the best store in which iphone shells were sold, although iphone shells were 100 times larger than me。
Too many traditional professional electricists die here, too many of their commodities can be selected, so they sell them in shops without filtering。
One, for example, sells sweaters, 20 years of factory history, is powerful, and he's got a professional team to make him a flagship shop, and he spends money, but it's not good enough to invest. His advantage is ultimately his bottleneck. Because of the strength of his merchandise, he had various personalities in his shop, and the sweaters he wore at all ages were completely unconsidered. Maybe he's got millions of money, but he's just sort of positioned himself in a broad category, probably like a little rock thrown into the ocean, and there's no water. The business circles are strong and the same competition is more intense。
Later, he chose a small personality, which was the only one in the store. You're trying to get your shop to turn it around, and you don't care what you think
Unpositioned stores are looking for traffic, and the commodity that needs it is sold. This approach begins with a very brief flow and volume of sales, but the harder it gets, the more inevitable it is to walk into the red sea, with the appearance of suffering, and the bulk of the sales being made. It's hard to find a location in a shop that looks at traffic with a “client” mentality, to throw away a lot of traffic in the run-up, without setting up its own customer ecology, but to go back might be a little short, because your client lives with you. The customer became a fan of your goods and even promoted them。
A lot of people say it's high-end xx. The original quotation was not the orientation of the position, but the result of that position. Positioning defines a particular group of people who use your goods. Just because this group likes to label it as an offer, it results in your offer being pushed up。
And there's a mistake: is it good to be a high-end commodity? But coca-cola is the top global brand value list for 2012. Elsewhere, the country's largest mall is not high-end, and future internet purchases will increase in cities on the 2nd and 3rd line。
Just selling is a very simple job. And a good location, it's like writing a very moving story that makes us burn, and the perfect ending of this story is a good guess, two words: brand。
How do we check if our shop has been successful
The answer is no explosive money. Let's go see the famous sub-brand at taobao's shop, usually without the extraordinary amount of money. This would have been a risk, usually because of the customer's loyalty to a given commodity. When every commodity is sold well, it makes clear that the customer is really in love with the shop, the brand。
40% commodities and pricing
Commodity design has always been my weakness, and i took $600 in '09 to go to the digital parts wholesale store and start at taobao, and i picked out a lot of things in the mall, and i didn't have much competition to do it on my own. I was once proud of what i could do. But the following two little stories changed me:
Story 1:
In nanjing, a big dresser, the boss's words were very useful to me: "i'm a paranoid person, and i'd rather not buy it than buy it if there were any shortcomings. That's why i'm doing all kinds of things." he only needs a store c, estimated at more than 7 million a month. In previous years, his family had been insisting on quality because we were looking for the sort of time we were going to do the cheap drops. It was hard in previous years, but after years, it broke。
I say it's a “good commodity that eventually wins promotion and search”, and taobao will eventually return to the mall, so it's in the right direction and one day it'll arrive. I think he's gonna make it
A job placement with a high buy-back rate was selected。
Good commodities have helped him accumulate many customers in recent years。
In the future, i have reflected much. Now i'm asking myself and the employees to use their own keyboard film. I've been informed by the supervisor that i don't want to use it. Then find a way to get you out of it! I touched a lot of vendors, and i found a funny picture: the owner of the traditional profession wants to talk to me, negotiate more goods. And people who only work as electricians usually talk about some very good operation。
Let's guess, who'll live longer in the future
Story 2:
Most car wash officers in nanjing are very quick. On one occasion, when he went to a car wash, which was limited to a period of no less than xx minutes, he saw a mat at the door in front of the car, the young man suggested that he should wipe the soles before he got in. It's warm inside. The door opened and found a towel under the foot of the driver's room and said, “you dropped the towel!”. I'm still thinking that the young man is losing his mind. The young man said, "get in the car and wipe your feet with a clean towel, and there's nothing left! I'm moved
In the first place, they wouldn't mind me getting in the car, just handing over a clean car to me and finish the whole sales process. I'm moved by the fact that their sale was sincere in helping me with a difficult task。
In the future, i would like to inform myself that i must be doing 90 per cent of business plus 10 per cent of business. The change was that every time a keyboard film was sold at the store, a normal tablet film was given, and he was not informed. When the customer gets our merchandise, there must be a message on the shipping manifest: the general membrane of the gift, the time when you change your keyboard。
For pricing
There's a tweet:
A medical terminally ill man met a monk, gave him a cure and charged him $9999. Then he got really sick. But the story on the back: the potion is only starch, and simply because it starts with disappointment and then with hope, the immune rehabilitation eventually gives rise to wonders and healing。
So at this point we're thinking, can this commodity be priced from his own ingredients? 9999 is too expensive. Still too cheap
Although this is a hypothetical story, many cosmetics are similar. Just so you can make your client think he's using a different kind of beauty, it's worth more. It is the final role, not the cost, that needs to be done for pricing. Unfortunately, now the low maori in taobao cannot support us to think about how to become a monk who saves lives with starch. But i trust that those who change the profession in the future will take the next time。
Even from data tests, especially in non-standard categories, quotations and conversion rates are not usually a brief positive correlation. Sometimes i can't tell you from the internet what the quality of a dress is and what it is that i usually buy. Of course, i can only represent some of them
Admittedly, a lot of customers in taobao love cheap bills, and all the goods we see before we get personalized are for dry-flow customers. In the future, however, the personalization of taobao may affect the identity of the person who sees your commodity, as a result of the fact that the price of the brand is one of many. Imagine how tempting it is to send your merchandise to people with high consumer skills at all taobao。
The future taobao will certainly not hit the money because the customers are at the top. Owing to the diversity of customers, taobao would not have agreed to just blow up the business model. It's a fun time and a fight
20% extension
To do taobao would not have had the power to do it, and taobao operated on the basis of commodities and malls and in great detail。
My own shop runs a 3c digital profession, and i put a lot of effort into the search, which is the first import for my new clients, but i went to the big dresser to suggest that they look for only part of the effort, just do 60 points. More energy to the new customers around the old customers. In occupations with high buy-back rates of their own, older clients would have been at the forefront of sales, and new customers around older clients might have been more valuable than new customers. I asked their boss: "crm is more important to you than finding out, have you made any effort to find new customers to meet your clothing customers?" the operational response said, "recommend procurement and return $ xx!"
Sometimes customers do not want to share, but do not remember. However, customers would have been reluctant to recommend things to friends for money (unless the temptation is sufficiently strong) and would have preferred to recommend them for attachment and approval by friends。
But there is no one-size-fits-all manual for the operation of taobao, which can vary greatly from one occupation to another, from commodity to location。
"specific recommendations"
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