Taobao operation is a relatively new profession, there is no previous summary of the theoretical system, anything to rely on their own exploration, so most Taobao sellers in Taobao store operations are relying on their own intuition, there is no molding methodology out. Recently, I went through my own practice theory, and organized a timeline for the creation of a pop-up. Explosive models to create a systematic project, I hope that you do not just focus on the operation of the sales, to point to point, comprehensive thinking.

In this timeline, I thought that the first half of some in addition to go to Taobao to capture data for auxiliary thinking, simply and Taobao does not have any relationship, are based on thinking about the profession, themselves and goods. This is what we said regardless of how the path changes, the essence of the business will not change.

Taobao on our sellers the biggest charm, not what he changed the business form, but it accelerated the growth rate of excellent goods, so that the goods quickly "burn", resulting in a "big bang" possibility.

The first step: layout

Here we have to emphasize that the Taobao success method is simply difficult to imitate the factors, most of which are due to the "background" is not the same.

Example: a store cheap rushed up a pop-up, the beginning of a long time it is sold at a price lower than your purchase price, it can be up perhaps due to the "background" is the factory, he may not earn money from beginning to end, but through this commodity to feed the factory.

Re-example: a designer store in Taobao, selling clothes offer than you are much higher, at this time you think you only need to offer than her low can beat her, but did a long time people on the new goods are still a steal, and you are still goods hanging above not much sales. At this point, you may not have noticed, she really sells not fabric, but a certain personality lifestyle.

So, in the first step in the creation of the explosion, we advocate that we from the business adviser in all categories of sales data to analyze the sub-category turnover ratio to see what sells; more advocate that we combined with their own situation to think about what sells well in these things, which goods are based on their own advantages may sell well.

This is in the program before the first two points to think about: 1. What is good to sell? 2. What can I sell?

But we think than the system of theoretical data analysis, more important is your energy into the situation, because Taobao shelves a commodity is very simple, and can be shipped on behalf of the results brought about by our unlimited shelves of goods, and then even force.

The actual situation is that you on a commodity in the store, to compete with the millions of similar goods in the country, as a start-up period, each cabinet is the most limited originally is the energy, even if to the latter side of the operation of the company, each company's resources into the strategic thinking is also very important.

So, we think that in this period, we have to think more about subtraction, based on today's commodity matrix, your energy to be the first to invest in which commodity line, into which commodity, think about it.

Shi Yuzhu to the startup company's proposition: will set all the company's human and material resources and financial resources, invested in a commodity, even if you do a commodity, do not uniformly force, will set all the capital to hit a point of the commodity.

Of course, I do not have Shi Yuchu so bold and talent, so I advocate that we can think about the pre-production of a good matrix of goods, decided to do subtraction, in this matrix to find 2-3 product lines as the first point of energy into their own energy, which is the third to do the distribution of energy analysis.

At the end of the program, we would like to ask us for Wang Feng: what is your wish?

After all, in today's "amazing" company, most of the founders of the idea is not to earn money in the early days, Steve Jobs is a favorite digital goods, Zuckerberg people just think it's fun, and never think about how much money to earn, even if it is Alibaba, just the beginning of the policy is to earn only 1 fast money, so that the world does not have a difficult business. The first thing you need to do is to get your hands on a new one, and you'll be able to do that.

This is very important!

Because the desire to do work will affect the starting point, the starting point will be influenced by the influence of the many ways to do work. "Wish" in the future will become the main line of your work, into the center of your store value, into your store different from others to recall the point.

If your wish is to let the people around you to love the minimalist personality of the clothes, then when you do the clothes, you will certainly not to follow the trend in order to earn money, and will not earn money to sell questionable goods.

Small money may be able to earn in order to earn, but the real success of the brand, usually earn money is not the intention, but by the way, the results, change into our country's proverb: small victory by wisdom, great victory by virtue.

Even if we are a small Taobao seller, we need to constantly interrogate our own hearts: are you still insisting on your own desire?

The second step: pre-selected models

In this section, we call the pre-selected models, mainly based on the link most often presents a scene, we summarize it into four words, called: "inexplicable".

Often present this situation, we based on data analysis, and the opponents of the explosive model imitation over the exchange of continuous implementation, but the dead can not get up; however, we are not optimistic about a single product, somehow sold well.

So I am very much respected here "gray positioning" that is, we first set an approximate direction, but it is not determined which way must go, do not non-black that is white, in the process of going to make adjustments based on the actual situation. This concept I do program in my article have said: Taobao Tmall store, how to do the program after the start of the year.

Pre-selected models of this link, we have to make a store based on our previous product matrix, based on their own energy into the situation, selected two lines of merchandise is our main push, and then in the two lines of merchandise based on the 100 people to buy and 100 people to buy to find out the 2-3 main push models of goods.

The main thrust of the future of the explosive, the most important data is to find the conversion rate, but the conversion rate needs to be compared to the larger data to test the relative objective, the new period of sale is too little, so we turn to observe the other two conversion rate of the "pre-movement data", the hundred of people to keep and purchase, and the store similar to the Commodity data comparison, to select 2-3 commodities to launch the explosion to create the process.

When the ordinary merchandise every 100 visitors, there are 5 hidden, 3 purchases, then when we find a commodity the same 100 visitors, 10 hidden and 10 purchases, then we can simply prejudge this commodity has the potential to become a hit.

That is to say, we to this step, originally from strategic to tactical process, first tortured heart resolute desire, and then according to the data to distinguish between the product line, and then according to their own energy status to select 2-3 products into the vast majority of their own energy.

Step 3: Influence the people around you

If you open a store on Taobao, you can't make a company, I think there may be objective factors, but if you say there is no sale, then I think it's your own factors.

Remember what I just said at the beginning, Taobao's primary attraction is to do sales explosion, not let you no one to buy things to help you sell, so do Taobao sales of the first step is to forget about Taobao, to influence around the relatives and brothers to complete the first batch of sales.

Originally, we do Taobao process, humongous to get sales, praise, reputation, there is a primary intention: is to get rusty customers trust. And in our sale to the people around us, it is not necessary to use sales to obtain trust, so this time was able to do goods "sales exercise", you have to think, your goods sold to the people around you, which selling point they may like.

So in this process of sales rehearsal, we are more important to rely on their own experience and intuition, the first prefabricated selling point: you think you can attract the brother of the advantages of the goods.

After the pre-production of selling points, based on this selling point to complete a brief commodity main picture and profile, this time to launch the second step, sales mission. The number of sales mission, according to your expected sales value to determine, let's say you expect to do 5,000 sales, then the pre-sales launch can be set 100; let's say you expect to do 500 sales, then the pre-launch sales of 10 will be able to attract a lot of traffic.

Note: The more sales you make in the early stages, the faster the growth of the search for goods may be, but this process, we don't want big traffic, but we want to introduce some of the traffic to test the goods. Because of this time, although you have a lot of analysis in front of, but not necessarily ensure that the goods must be able to, if the goods are not, then too much sales is a waste; if the goods ok, that would not need too much sales to drive the search traffic spiral.

Simply put, that is, the merchandise is not available, and then more sales it is not available; merchandise is good, very few sales will be able to promote its lookup traffic spiral increase.

The completion of the sales mission, we usually go through the brothers and old customers, if it can not be completed, we will zoom in a little more, through the relatives and brothers of the workers to complete. Originally here, it is not appropriate to say that the sales mission, accurate, is the "sales welfare": in this process, we will put our goods to an internal procurement offer to sell, so that the staff of the sale of difficulties greatly reduced.

Then, if your goods, your brother can usually use, but even if you sell the internal purchase offer, they are not willing to buy, then I think we have to think about this time is not the method, but to think about whether the goods have problems.

Before we have always emphasized a concept, now the success of Taobao store, simply "sell yourself" success, hobby is to drive the operation of the best point.

But in reality there is a situation where I am not very interested in the profession I am operating, but I have to do this profession, how to do?

My idea is: either you have a hobby for the goods, or you have a hobby with a bunch of people to cultivate a hobby. So, here we are very much advocating that we go to establish a "brand Tianyun user group".

Find a group of your old customers, do not need too much, 50-100 will be able to, they have a hobby about your goods, and enthusiastic, like millet to set up an enthusiasts of the sky transport user group, deep into their own, so that enthusiasts users into your chief experience officer.

Of course, this group of heavenly fortune users can also become your lifelong vip customers, when your new products on the shelves, to give them a you can afford the cheapest offer as the price of the internal purchase, to help you finish the first batch of evaluation and trial reaction.

Commodity sales in the early stages, there is no big data introduction of the situation, your more based on the implementation of the product thinking should come from the sky transport user response and advocacy, so this step in the side, we will let customer service to all the sky transport user response, organize a table.

To this point, we will give the goods registered Taobao customer program, because Taobao customer should be sooner rather than later, to accumulate the cost of implementation of expenditure to get Taobao customer ranking. If you do not know what to do to promote, then advocate that you first do Taobao customer it, because it is a transaction fee, so this is never wrong to promote.

The fourth step: fixed paragraph or back to the furnace

To the third step, there is a basic sales, if the flow of goods and sales can spiral increase, than the big traffic can come in, we began to Taobao operation with the idea of the beginning of the operation of a single product, cut the crowd, optimize the title (single product operation form), adjust the main picture, the following one we will talk about.

But we need to face another status quo that may be presented: we like to do more than 100 sales, commodity traffic has been unable to come; or perhaps, the commodity traffic is up, but the sales are very common, and soon the flow is gone, how to do?

The most disappointing factor here is that the traffic is up, the assessment has been poor, a few negative assessments for a short period of time, we may be able to go through certain methods to muddle through, but once the sales of goods are endless, you can manipulate things less and less.

So commodity is the center is certainly not an axiom. Commodities have shortcomings, the higher the sales, assessment and ask us the more difficult to cover, then the results are the conversion rate decline, sales sales, the chain reaction of traffic decline, and at this time you have invested in the front of the energy, financial resources have become a waste.

Therefore, the brain map in some of these words: abandonment is also a kind of "beauty", there are shortcomings of the goods, you do not spare the previous investment, the later the abandonment, but the more money; the sooner you let go, but the equivalent of savings.

If the goods are not available, at this point we are forced to return to the second step of the process of creating a hit, from the pre-selected models and then start again.

When your goods assessment is not in doubt, the quality is not in doubt, the repurchase rate is also good, but the flow and sales have not been able to get up, this time we have to do, either cut the crowd, to change some of the people marketed; either "a different point of view" to break through, to go to adjust the selling point.

Self-explosive and rivals in the competition process, the most important data than the conversion rate, to the end of the flow of our traffic was not too much difference, this time the conversion rate of each 1% difference, on the sale of every day the number of penalties for the impact of perhaps hundreds of.

And the center of the conversion rate, not so that each person who sees your goods want to buy, but so that each person who wants to buy your goods to see you. So the conversion rate optimization is the center of the cut crowd, for example, there are many people purchasing mouse pads, but some want to buy is the game mouse pads, some are working mouse pads, some are beloved mouse pads, some also want to go to buy erotic civilization breasts mouse pads, at this time you want to let all the people go to buy your mouse pads, itself that is not possible to complete the mission, the conversion rate is difficult to do the ultimate.

Said here, you may understand, at this point we have to do the first cut crowd, through the professional hot word list lookup word data to list all the purchase of the goods of the crowd and the use of the scene, and then think about which crowd can be merged, and which crowd is ice and coal are not together.

Compare the love and work of the mouse pad, the need for the population is similar to be able to merge, such as work and game crowd two poles, can not use the same goods to catch, then we optimize the title, to the main picture planning, and then to the overview of the page to do the trade-offs, only to catch the right crowd, the question of the convenience of the solution.

If we only grasp the scene of the work of the mouse pad needs, then the title keywords and LOL related to whether or not, the main picture should be photographed in what scene, the profile page should be based on the need to do what the scene to do the selling point, do not need me to help us analyze, the original idea is very simple and clear.

Of course, here we have to say is that the same a commodity usually can be applied to several populations and scenarios, in order to do high conversion, we must do trade-offs, then we pick which crowd, the crowd of the market size, are we to think about the question.

At this point, with the flow of more and more, it is necessary that we can not just rely on the experience of the day transport users of science, but need to go through the data capture and analysis, with the Taobao data operation to promote the next step in the sale of goods to increase.

Operation is just a gas pedal to promote the outbreak of pop-ups, not a magic weapon to create pop-ups. I hope you can really understand what is store operation, want to learn how to play the explosion of private chat oh!