Shop Hosting _ XIE Komiya to you about precision marketing Taobao Tmall store operations

Shop Hosting _ XIE Komiya to you about precision marketing] [Tmall Taobao store operations Qingdao XIE network is hosting the first shop. 2008 namely Taobao has contracted third-party service providers for its excellent professional team widely praised by the owner. If you need to shop hosting service (online sales, shop management, shop planning, shop decoration) is well known, and now Taobao Lynx almost every category are a vast expanse of the Red Sea, as traffic costs as house prices continue Cengceng rise. Ten years ago, Beijing tricyclic prices or 6,000 per square, now is 60,000 per square; five years ago, the average price is still about 3 train hair, is now 3 up and down. Times are changing, increased competition, how do we survive? When the traffic cost remains high, get accurate flow and improve the flow value becomes the only way out. First of all, I want to start throwing a few propositions, some may be more familiar and tends to agree, some may be controversial and difficult to have a unified conclusion. But it does not matter, this is just my personal thinking patterns and cognitive depth, does not mean that the party does not mean that public opinion and the media, but do not represent the general public face in the crowd. 1, on the popular culture. From the liberation of the early 1970s is a semi-closed period, red pioneering culture, sickle became spiritual totem. In the early 1970s before the arrival of the 21st century, foreign cultures in one fell swoop occupied the highest point of the new fashion, Japan and South Korea into the mainstream culture, Made in China become a joke. About the future, my reasoning is that pop culture is about to return, in the next period of time classical Chinese culture national culture will become the mainstream culture. 2, on the explosion models. On Taobao explosion models came into being, it will also be in the twilight here, because the future of the market is highly fragmented, personalized marketing. Explosion models can only meet the basic common needs of the mass of consumers, it is no longer the optimal solution of the future of consumer goods. 3, on Taobao and Lynx. Taobao line from the 03 years have passed since 10 years, just gone through two historical phases, the first 5 years of age are sellers, stock is likely to succeed. Second five-year brand era's game, it was only the resources wins. And coming soon is what I call the small but beautiful era, focused market segmentation, product characteristics, service class could have the last laugh. 4, on the brand. Power's perspective, massive hard-wide, a huge traffic, huge sales is not the same brand, the brand is a part of a person to meet certain needs of the society and can continue to continue to These people offer something innovative value. 5, on marketing. Marketing is not merely theoretical concepts in books bibles and then think invincible, not boasting of his best sensationalism, hype the product, quick to sickness. But you can find it among the audience for your products accurately, and then give these people tell a vivid story of his interest. These views will play a supporting role in some places below, in this not go into details. Next, I will talk about how to do it three dimensions precision of marketing, they are: product positioning, flow matching, customer segmentation. First, the product positioning. 1, the user positioning. Precision marketing operational thinking first job is to find accurate consumer groups for their products to the bag, for example, can do crowd subdivision from the price, material, style, capacity, and even color latitude to identify target Some among the audience of the dominant features, such as age, income level, range of occupations and so on. With accurate user location, followed by either product pictures, or write product copy, or is the reception process have a clear reference standard, saying the classic sales industry, it is worth turned out: no unsold goods Only people who could not sell the product. I think people probably could not sell the product have a common characteristic, that is, do not know the product should sell it. In doing user navigates the process, you can go boldly conceived product usage scenarios, feelings, which can form images and text appear in the page description, which will give potential users an environment mapping and emotional maps, more easily and quickly move They facilitate transactions. 2, selling plan. Whenever Taobao explosion models, their description page there is a common characteristic, that is all excavated and enlarged several core selling point of the product. This is precisely one of the working ideas of marketing operations. Selling planning to do work, it can be carried out on the basis of user location. Because different audiences have different selling point. Or in bags products, for example, the chief selling point some user groups may be functional, they want to understand the process of browsing of products to work with this bag is appropriate, can be installed under a 14-inch laptop; while some users groups selling point may be cost-effective, they want to know what would happen to this bag work, with such a bag how much other homes are selling, where to buy is not a more cost-effective; selling point, of course, there are a number of user groups may affective, for them, the story of a beautiful design, some with products to catch the edge of the beautiful love could impress them, so that they did not hesitate to pay. For the selling point plan, there are still a lot of demand point can be used, for example, rapid logistics, brand trust, exquisite packaging, good service and so on. So the question is, what is the core selling point is it? Only if you thoroughly understand your audience crowd, you know who they are, know what they are doing, know what they like and do not like anything, you can certainly know what they are in the main selling point of this product. Selling expensive, not too much. Some people may think of all the selling point will be able to pile on a whole page, superficial and passing. But this effect is not good, its piling up, it would be better to thoroughly publicize twenty-three selling point. Taobao baby describe the page, how to thoroughly publicize a selling point is very demanding, the use of exaggerated performance practices can often impressive. For example when MR.ing pair breathable shoes. Second, the matching traffic. 1, the flow inlet. In this section I would like to make it clear that the flow inlet to the importance of precision marketing. Here comes the traffic flow from the entrance of the seller entrance is level, and they are searching keywords entrance, train entrance, diamond booth entrance. Search Keyword entrance, which is actually the title of SEO work. I believe every Taobao people fantasize user keyword search to your product, and then crashed into the store traffic, which is a wonderful thing ah. However, the reality is cruel, traffic does not come in, the optimization goes. So most people start desperately piling up the most popular keywords in the title on the baby, hope in the massive number of searches could be assigned to a share. In fact, this idea is not desirable, first, the title of the popular keyword stuffing more brutal face greater competitive products, is not always a flow, the second most popular keywords are more mold burnt comparative range of keywords, such key Words have the common feature of conversion is low, more and more attention in the search baby weight conversion rate of this trend, such an approach is tantamount to turn yourself into a vicious circle. So I suggest that you consider the title to optimize or more precisely the long tail of some words. It does not necessarily have a big flow, but each must have an incoming flow may be the next potential customer. Train entrance. The roadmap of the flow inlet and keyword search portal actually thinking exactly the same guidance. Greater emphasis on finding keywords precise entrance. Not the same as in the entrance of train traffic, we can take advantage of keyword bids to do the balancing flow structure. In introducing the flow value of this indicator, we can target high-yield high conversion keywords do focus on maintenance. For some high-flow low conversion of words such as "package" is to the handbags, "Men" and the T-shirt, "2013 new 'for the jeans can be introduced limited traffic. Quality Score is the key to train, and click on the feedback (CTR and conversion rates) is a key indicator of Quality Score. In the precision of marketing ideas, good train went to pay more attention to the conversion rate hits it. Diamond booth entrance. There are a lot of pictures class advertising within Taobao station, the seller can be promoted through the diamond tool booth, then get more traffic. Relatively speaking, the degree of precision drill exhibition flows are lowest. So, to achieve precision of marketing, it is necessary to do a good job matching highly targeted promotion (including community orientation, visitor orientation, the orientation points of interest), and second, through repeated testing to find a suitable drill exhibition booth. Different categories of different products, doing promotion and to find the right orientation when the booth will be somewhat different techniques, such as Taobao Home resources a bit more for fashion consumable products rather than just to be, with the products when directed to do community can try cross-category Head and so on. 2013, Taobao search will enter into a new era of a thousand thousand faces, and this is certainly a correct innovative ideas, a few years ago Taobao flow distribution work is done, and now they are doing the traffic to match. One word, but it is far from. Traffic tagging, flow accurate, let the optimal matching of buyers and sellers, so fast to match demand and product. This is the future direction of the electricity supplier. 2, the flow structure. This is a reflection of a shop business is healthy, strong and weak profitability important reference data. The flow structure mentioned here are not the same as before, the flow structure here mainly refers baby store each page, category pages, product layout and associated path topic pages. First, the layout of baby-related products page. Most businesses operate more than one category, but most businesses only had a baby page template, shop, merchandise, no matter what the baby into the inside pages, the bottom two positions are the same that appears on the left of the page and related product details page, This sub precision of marketing logic. Best to establish a separate template pages for each category, so words, suppose I enter keywords from dress to dress your baby page A, I can see your dress on the left side of the baby on the bottom of page A and page When I'm not satisfied A, it may be interested in C B, C, D, etc., and then point to open the page C, and so forth, I always find myself right in your many recommendation, then the next single purchase. Similarly when I want to buy a pair of jeans when I'm in your jeans goods E page, you can see a lot of jeans, F, G, H, etc., so the page logic design is consistent with the second precision of marketing, Related Products category pages topic page layout. The ideas and related products mainly baby page layout, like the buyer to understand the psychology of buyers browse along the path to do design, we recommend when he wanted to see similar products similar products to him, and he tried to see with the recommended time, recommended to him with the product. From a different angle to think about store product distribution and associated path, we can put this process summed up as "together" and "casual" process, polyethylene is the inner use store associate recommended position of each page of the flow aggregate to main product page The process, bulk is the main landing page in the traffic flow in the dispersion to store more baby pages, the process on the second page. As for when to use cohesive action, when to use the bulk of the action with reference to the actual operational requirements. Third, customer segmentation. 1, RFM model. Why do customer segmentation, why do RFM model? First of all, I would like to point something else pull in business practices, taboo egalitarianism must not be blinded by the average data, if a supermarket operators have 1000 varieties, on sales is 20 000 goods, we are accustomed to calculated that the average monthly pin 20 varieties. If the shop one year of development has 50,000 members, a total turnover of 60 000 single, completed 10 million in sales, we easily even a single per capita turnover of 1.2, the amount of per capita consumption is 200 yuan. But the fact will not be like the average data as simple as that supermarkets 1000 species, may have 800 species months pin in 5 or less, there are 20 varieties month pin 200 or more; and 50,000 members of the store development may have 4 25,000 only had time to buy, there are 2000 produced more than three times the purchase, there are 500 produces more than ten times the purchase, which is 500 more than the 2000 yuan per capita consumption. Faced with such an objective reality, if you want to tap the customer lifetime value, good precision of marketing, so do customer segmentation is very necessary. RFM model from the client's primary consumption, frequency of consumption, the total amount of consumption of the three dimensions of customer value analysis to do. Able to make precise customer segmentation. Help us to filter out the core customers and to provide them with more advanced members of the care and services. Pareto rule in business economics everywhere, this all reminds us that sometimes, good service 20% of the core customers, may bring 80% of the economic benefits. Across the board, equal justice, not a precision of marketing ideas. 2, precise push. Today, most people understand the development of a new customer is better to maintain an old customer to bring greater value. So many people began to frequent customers to send text messages, stereotyped content. Recommend exactly the same goods. This approach is actually desirable, inefficient, and may even lead to customer dissatisfaction. How accurate do push it? First, the real-name information. When a man named John's customers receive text messages first words were, "Dear Joe Smith ...", I think he should be feeling a lot more comfortable, maybe he would think the business is to know themselves and to remember his own. This is with the kind of quick to "pro, the audience limited 5% discount, speed to rush to buy," the message was much better compared to. Second, personalized recommendations. Compared to unexpected tough to recommend a new and old customers, customer information if the purchased merchandise is received A "... three months, according to statistics show that 70 percent of customers have chosen to purchase A purchase B ... ... "This is not a lot of it will be good, because customers need never be a cold commodity, but his point of view on a stand designed for him with a stylish solution. Third, multi-level promotions. Many people push special offers to customers when they are stereotyped send coupons. Have you ever thought, it is not everyone likes coupons yet. Some customers more emphasis on long-term service, you can tell him when he again when consumer 500 yuan, will be promoted to Senior VIP members enjoy a variety of services for life N, some customers like some small favors, you can tell him when he recommended a her friends to spend, you can give him back now and so many dollars, and some customers are very good face, you can tell him that he can recommend up to three friends to the store consumption, all enjoy a X% discount and so on. Multi-level discount program were pushed to the needs of different customers, they can do precision marketing. Shop Hosting _ XIE Komiya to you about precision marketing] [Tmall Taobao store operations