As we all know, it is not difficult to open a Taobao shop. Just register and submit the information, but running a Taobao shop is not that simple. It is even more difficult to run a Taobao shop well, and there are many things to learn. Running well also has some skills. Let's take a look.

How does Taobao shop operate? Taobao shop operation should cover five aspects. Here I will introduce these five aspects respectively:

First, positioning

If you don't know this, I suggest you buy a book called Positioning. This book is to teach you how to fight your own blue ocean in the Red Sea. Otherwise, what the other party sells, what you sell, the other party sells more than you, the price is cheap and the service is good. Why did you buy yours? When opening a shop, you should know who you are selling to, their spending power, how to reach them, what they like and how to present them. These are all things you need to know. In this way, you specialize in the category you need to do, because you sell online and face customers all over the country, so segmentation is enough for you to live, and some shops are still alive.

Second, differentiation.

Maybe you have found the shop, but someone is already doing it. At this time, you need to be differentiated, differentiated vision, differentiated services and differentiated products. If you differentiate, consumers will not be able to judge the same product, and you will not be able to compare prices. Also, in the case of more and more fierce rankings, you will get exposure, and you need click-through rate to cooperate, so you will live in vain, so differentiation will make everything different. So your store will break through. Here I want to say a key point, not to let everyone differentiate for the sake of differentiation, but to make differentiation meet the needs of consumers.

Third, don't be a grocery store.

Many people think I sell everything, such as dresses, T-shirts, jeans and so on. Isn't that more traffic jam? Wrong, all wet, these are not as good as professional stores, such as women's wear, what kind of women's wear, and women's wear with short pants, so as to develop for a customer group, instead of making it complicated, so that customers can find that the store is unprofessional and the style can't attract each other.

Four. assess

Shop evaluation is a very important job, because it can let us know ourselves, and also let us know where our mistakes are, and correct them immediately, because consumers have expectations for products when giving evaluations, but if you fail to meet them, it will bring bad reviews. At this time, we must treat it correctly, correct it in time, and don't make mistakes again. After all, a bad evaluation will reduce the overall conversion rate.

5. The core of operation is click rate+conversion rate.

Take a closer look at Taobao. Any data or any action revolves around two data, one is click-through rate and conversion rate, so what you have to do is to list the core contents that affect these two indicators and focus on them. For example, the click-through rate focuses on vision and the conversion rate focuses on trust, so we will do it around this.

The first item of Taobao operation skills: the ultimate product

When developing new products, the first thing to do is to analyze the products.

It is necessary to analyze the competitive environment, number of sellers, function, appearance, price, audience size and seasonal factors of the product. Do these have anything to do with building an ultimate product? Of course, this is the ultimate.

We can't be a product without an audience. We are e-commerce. For e-commerce, from survival to making money is the most important thing!

In the market, sellers should not be too big, such as women's clothes. What we see is that

2.23 million colleagues are competing with us, so how successful will I be in making an ordinary women's dress? It's 0!

Can't women's clothes be made? Of course not. If it is a super-small size women's dress, the competitor will immediately become 94. Of course, this example will have some extremes, just to let the merchants understand this truth. Before we do something, we should be prepared in advance, instead of facing a lot of stocks or opponents afterwards.

Regarding the degree of competition, if the store is strong enough, you can choose the market size you want to cut into. If the strength is strong enough, you can cut into the market without a bigger crowd and you are not afraid of greater competition. This is a comprehensive look. But for small and medium-sized sellers, of course, the more subdivided, the easier it is to succeed.

Regarding the price, we should look at what others are selling. If you know yourself, you will never win. Before the product is launched, we can look at the styles, a series of price ranges and sales of competitive products.

This is also an important lesson for us to do. We need to know how many people accept the product at a certain price and how much sales can be sold at the highest. If your price is high, no matter how good the product is, you will miss the opportunity, so the price is also one of the factors of the final product.

Regarding the appearance, let's take a look at the best-selling products on Taobao. These products sell100000 units every year. In order to compete with them, the function, effect and aesthetics of the products should be improved qualitatively. This is what I call ultimate.

Sellers should not think that products that catch mosquitoes can catch mosquitoes. Good-looking. Is it useful? Wrong, with the change of the times, it is consumers' nature to pursue beauty, the same function, the same price, do you buy good-looking or ordinary?

The problem of quality is basically needless to say now, and good quality is a must. What buyers need is a product that shines at the moment. Small sellers don't make their own products. Even if you buy a store, if you feel bad, or all the same, the price is the same, don't work hard on it. It is basically a precursor to failure.

To sum up: we should find a reasonable market space, not too small, and have an audience. Whether looking for a good product supplier or selling it yourself, products should be differentiated.

The second item: extreme promotion.

It is an indisputable fact that the fragrance of wine is also afraid of the depth of the alley. We should promote the product through a series of means, so that more people (including potential distributors) know that there is this product.

The above mosquito killer was launched on 20 15. Without reasonable promotion, it will certainly not explode. It was launched again on March 27th this year, and it was promoted with a new store. The through train has increased the drilling exhibition, and the through train hit the search crowd, and the drilling exhibition hit the relevant buyers of similar stores. Since April 25, it has occupied the main search position.

This is one of the current sales (the mosquito killer basically ends in July). Since the brand has not yet obtained the registration certificate, this is a product branded by one of Tmall stores, with a daily sales volume of more than 400.

The third item: the ultimate user experience

Many sellers say every day that my money is good, the price is low enough, the main picture is good, and the details are logical. Why not switch?

The most important thing is that buyers like it. If the buyer of your product is unwilling to comment after seeing it, and even has no impulse to give a bad review, it can only be said that it is too common. Only you know whether the product is ordinary or the service is ordinary.

Taobao and Tmall, including other e-commerce platforms, must be a trading mechanism of sharing and spreading. No one wants people to position themselves as a shopping platform. The Taobao lifestyle that Taobao talks about every day is to show the seller the way. Taobao wants to make the platform a lifestyle, a ubiquitous thing that blends into the buyer's body.

And then reflected in the product. Now it is mainly evaluation and buyer show, as well as buyer recommendation and sharing. Let's take the evaluation of a C shop in the mosquito killer as an example.

Let's look at the picture, 14 1 successful transaction, 1 16 evaluation. Such a high evaluation rate shows that in the eyes of Taobao's ranking rules, this baby is something that everyone is willing to share, and it is a baby that everyone is very concerned about. You won't believe this store has only four hearts.

What is the result of this? The ranking has risen by a big step. Taobao is a store that likes good service and good for buyers. Let's have a look. The words with the lowest classification are all four diamonds, and there is only one diamond shop.

Let me give you another example.

Let's take a look at another baby and evaluate what is the result of high heat. It is also a three-heart store, and the evaluation rate is equally high. Because the sales volume is not high, there is no bad review. If a bad review of DSR greenwashing, you will know that it is highly praised.

Merchants look at the ranking of this baby again. The top 20 category words should at least go to a diamond shop or a Tmall shop, right? However, this heart-class store is also on it.

Let's ask you again. Merchants can take the initiative to ask questions and let buyers answer freely. As long as your service is well guided, buyers will not talk nonsense.

To sum up: as an e-commerce, we don't regard products as physical products from the production line. Good quality physical products are only the basic elements of e-commerce products, and the related factors such as description, main drawing, evaluation, price, sales volume, DSR and competitors together constitute the comprehensive elements of our products.

Fourth: build a platform that can be shared.

As I said at the beginning, to build a successful product, it should be reflected by sales results, so that more people can benefit and the value can be reflected by good and ultimate products.

If you only sell it in one store, the power is too limited. Only when more sellers participate will there be more exposure. If there is no good distribution method, it will be very inconvenient for other sellers to do it.

Therefore, it is necessary to establish a distribution system so that small sellers can go online conveniently and have a good mechanism to make money.

Because of our brand qualification, we can only open Alibaba distribution, of course, we can also use Tmall distribution system if possible. We should pay attention to two points. First, dealers should not be allowed to adjust prices indiscriminately. The failure of price control is the main reason for poor distribution; The second is the supply of goods. If you insist on sending one item at a time, it will be better to control the price, and the dealers who adjust the price indiscriminately will not deliver the goods at the same rate.

Fifth: let more people share.

It doesn't mean that with a distribution platform, someone will help you sell goods. Finding distribution channels requires skill and effort.

The promotion mentioned above is the basic thing. Let other sellers think that your baby can make money and sell well. Without this, it is impossible for a seller to find you or a powerful seller to find you.

Designing a good distribution value is the difference between retail price and purchase price, which should be acceptable to the final buyer, including activity assistance and after-sales service. The price control mentioned above is to ensure the profit space of dealers. Without the participation of big sellers, it is difficult for you to make a new brand or product. Do it all by yourself, the input-income ratio is unreasonable.

Simple advertising is hard to return to the original, because Taobao dominates the trend of traffic fragmentation, and it will become more and more obvious. We just want to mobilize sellers to participate in product promotion.

Another reason is the popularity of the product, and more people will show more. If you want to recruit distribution, you can put some advertisements (more than a few hundred yuan a day) on 1688 and post them in places where sellers are concentrated.

Buyers show and micro-amoy are also good ways to use them. The above picture can be operated and executed everywhere in my circle, with low cost and good effect. Just stick to it.

Why should we create content? We have a pain point. Buyers can't write or don't want to write, so they want you to do it right away. I can just forward it with one click. We need to do some diffusion articles or experience here. Diffusion is more convenient. Of course, the transaction rate will be higher.

The flow of people in the community is not low now. If you have good goods and love shopping, you must buy a list, and everyone can do it.

When Tao is finished, content manufacturing, including topic generation, should be all-round. Now there are many hot and effective places here, and we mainly do the content diffusion in the following places.

Sina Weibo: Its characteristic is that it can control the crowd and promote itself. A few dollars at a time can also be promoted, and hundreds of thousands can also be promoted. The effect is still there, mainly depending on the content. Also, you can use micro-tasks to get big V to forward it for you.

Baidu knows that the spread of knowledge will make people believe, and it is easier to get everyone's approval. We will discuss the content of this piece in detail later, and the results are outstanding.

Baidu post bar, today's headlines and other places that can be played must be done. After this content is sent out, it will soon be included by major search engines, and it is easier for your brand and products to form an ecological chain.

Many people will say it's too much trouble. In fact, as long as it is done normally, it is not as complicated as everyone thinks. It won't take you ten minutes to write an article Baidu knows and replies every day. I really don't understand that people sometimes brag and don't have time to reply or send a Baidu to know.

Item 7: vermicelli captivity

Now Taobao is vigorously cracking down on messages such as WeChat and QQ group in the title, SKU or main picture. If found, serious direct punishment. But as a seller, you must raise your own fans, which is the ultimate development direction. Only when you have hematopoietic capacity can you have a future.

Taobao actually provides us with many places to keep our fans. In fact, Want Want Group can do it, but we haven't. Taobao is now a shopping scene. Buyers will not feel disturbed when they enter the Want Want group, because they don't hang up at work. Don't think that you won't do it unless others do it. You may find that this is the easiest way.

Another is our micro-Amoy, a big online shop with hundreds of thousands of fans. If the content of micro-Amoy is well done and interactive, it will be easy to have tens of thousands of fans, right? And when you are in a new school, these fans can bring you great motivation and effect.

Item 8: Diffusion Harvest

Through these processes, we aim at a small number of transactions, create a good product audience, enhance brand awareness and the possibility of subsequent development.

The above-mentioned Xiaohe mosquito killer still has no registered trademark. This year, we sold110.2562 million units in Taobao and Tmall (affixed with other brands), with an average price of10.426.423 yuan, and the sales exceeded10.5 million yuan.

Only Taobao Xiaohei brand ranked ninth in the category, and Tmall OEM ranked 10. Only one product has the same total sales volume as other mature brands, and there is no price war, so the profit margin is very good.

Due to the characteristics of seasonal products, it is not perfect, because TV shopping and micro-distribution have not yet formed a scale. Otherwise, it's not just hundreds of thousands.

Let's talk about it. A series of our work is to spread. A basic element of diffusion is viral transmission, so buyers can become our diffusion point. Through the platform construction and profit distribution mechanism in item 1, people who help us spread can get reasonable profits, and finally it is a win-win situation.

Then, through the self-built network, the distribution system of the second product (it still needs good design and development to produce the ultimate product) is on standby, because the promotion of the second product will be relatively easier because of the success of the first time, because the distribution is ready, and it is easier to do the basic work for the second trip because of mutual trust.