No matter which category you do, you must have a certain understanding of the upcoming category. Let's take the men's bag category as an example to see the industry trend chart in the last month.
Judging from the above market trends, our market as a whole is still relatively stable, and there have been no major fluctuations due to time or other reasons recently. On the one hand, it shows that as long as our baby's style and quality are selected correctly, we don't have to worry about entering the off-season because of the out-of-season or the flow changes of the market crowd. On the other hand, it also shows that the market competition will be more intense, the overall search volume will not move, but the number of opponents is gradually increasing. If you seize more traffic with limited budget or capacity, you should consider more.
2. How to build a baby
Positioning of the store itself: whether it is to make high-end goods, mid-range or low-price orders, these have already had their own goals in mind before the store applies. Before the promotion, we should have a deep understanding of the positioning, create a store atmosphere around the positioning of the store, and choose goods. For the store we are operating, our positioning is a mid-range store, and the guest list is around 50-60. The following analysis is also based on the positioning of our store.
Style selection: the style is right, the quality is over, the flow is there, and the activity is done, which is not far from the explosion we are pursuing. Here is a summary of several aspects of data and some suggestions for choosing funds. Often at the beginning, we will put some new treasures that we think are good and put them on the shelves first. In this process, we should pay attention to the styles with potential data.
Free traffic selection: Many small sellers may not advertise directly because of limited funds. At this time, the tools we can use are some free baby information in the background of business personnel.
Many shopkeepers are right to want to sell from the beginning, but our newly opened styles are generally not sold, so the main concern is also the recent trend of visitors and the trend of collection and purchase. The one mentioned above is obviously increasing. Although there is not much fluctuation in the collection, the number of visitors is gradually increasing, which at least shows that customers like this style, so we must be more humane.
Paid traffic selection
For some well-funded shopkeepers, as soon as new products come up, they will cooperate with paid promotion, such as the most common through train. Here, we also do some through train promotion for the above one. Many people will do some test plans, and here we also do some test data.
Careful shopkeepers can see that there are actually many styles here in the same period, but they are basically doing low-cost import traffic to test. On the one hand, limited funds do not affect their exams.
The core concern here is the data of traffic, purchase and collection, and the high one is chosen as the main one (note: a scheme with added styles at the same time, high traffic, high collection and purchase stand out under the same conditions, so it doesn't make sense not to take it as the main push)
Combining the above two methods, if a style really has potential, whether it is natural or paid, it will be more prominent, as long as you can observe it carefully.
After the design is selected, in addition to the most direct data mentioned above, we also need to analyze other data of this baby, such as the characteristics of tourists and the main source provinces. After analyzing the data of our store, we can provide some basis for this baby's activities, or for the through train, we can also open some crowd packages and regional settings to introduce more accurate traffic. In the background of the business staff, there are also statistics of past visitors of each style for a period of time, and these are free.
The above data can provide a lot of evidence for whether a style can explode. After that, things are relatively simple. Constantly increase the exposure of this style. When the natural flow is not enough, you can consider paying. This method is also the most practical and the effect is very obvious. When you have a certain basic sales volume, add a fire to the last official event. The latter is also hard to remember. As for some small activities in the store, I believe you also have your own coupons.
We must pay attention to collection and purchase in the early selection of new models. It's best to make a deal, or you can do some small activities to collect and buy before you start.
Here are two suggestions on how to choose and measure money.
Method 1: Go to business consultant-commodity-commodity effect, check the data of 7 days or 14 days and 30 days (the smaller the data, the more days to check), and select the top 3 babies with the best performance (if each baby is realized equally and the gap is small, then choose more babies and handle them flexibly according to your actual situation). The performance here is based on the number of collections, purchases and conversion rates.
These models will be selected, and the through train will establish a new measurement scheme to measure the best performance. The authenticity and contingency of data should also be emphasized here. I suggest you spend more money, spend more money here, and spend less in the future, which may be much less. Each baby can have at least 200 clicks, preferably about 500, and it would be better if there were higher clicks.
Because after the last round of screening, the performance of these three babies is not bad, and then through the train screening, and finally the collection+purchase of the best-performing baby is set as the main push.
There is also a premise that the baby must have a certain amount of data when passing the first round of product effect screening. There is not a certain amount of data. Look at the following methods.
Method 2: Create a new landing page, put it in the top 20 treasures in the product effect, and put it into the drilling exhibition. According to the performance of the product, select the top five treasures with the best performance, and then measure these five treasures through the through train to select the best positioning main push. There are a lot of baby landing pages here, so it is necessary to adjust the baby's position regularly, and at the same time avoid the untrue and accidental data in the future, and also ensure a certain number of clicks.
3, the main push
After choosing the money, the next step is the main push. The main push needs a lot of capital investment, and the risks and benefits are directly proportional to the investment. It is unrealistic to do business without investment. The better and faster you want the product to be realized, the more money you need. Different categories need different amounts of funds.
For products with low product standards and low customer unit price, it is necessary to accumulate enough sales in the early stage. Taoke is the best choice, through which you can quickly accumulate a wave of sales. Try to report the activities after sale (at this time, the influence of the main promotion activities is not considered). After accumulating a wave of popularity, Baby will have a certain amount of natural search and transaction, and then pull it through the through train for a period of time (7 to 14 days), and the through train will increase its budget every day.
For non-standard products, after accumulating a certain amount of evaluation sales, they will generally pull the through train directly. Why are all through trains? Through train brings traffic by improving keyword ranking, which is in line with buyers' buying habits and accurate crowd, and can better promote the growth of natural search.
When the through train is pulled, the focus is on the conversion rate. Taobao will grab support for products with high conversion rate. Therefore, during the hard pull of the through train, the baby should have certain attractive activity discounts to promote the order conversion. For example, full reduction, full delivery, gifts and so on.
Buying and selling online stores looking for three-country e-commerce