You may often hear the old operators say such a sentence: "Seven points of selection, three points of operation." A good product determines a large part of your success, and the rest is supply chain and store maintenance, but it all revolves around the selection of products.
Choosing a good product is equivalent to 50% of the success, a good product comes with traffic, a store can develop healthily, the selection is absolutely the top priority, the right choice of traffic and conversion is not worried, the wrong choice of want to open a single will really be difficult to go to qingtian. The remaining three points are operational techniques and skills, because the same product, promoted in the hands of different sellers, may produce two completely different results, because this is closely related to the merchant's own capital level, supply chain strength, operational play and so on.
First, what kind of products are more popular?
(1) Quality
The quality of the goods is the foundation of the store, the quality is not good, then the next variety of complaints and bad reviews will make you busy. In addition, even if you go to a low price, the quality is also guaranteed, low price does not represent a defective product, this point you have to figure out, do not suffer losses at this point, will occupy most of your energy. While considering the cheap, we should also consider the quality of the goods, and no matter how to reduce the cost, we must also protect our reputation.
(2) Seasonality
Choose seasonal and holiday matching things, such as winter, winter vacation, Christmas, do not choose seasonal products when choosing products (such as selling mosquito repellent in winter, you are not cool who is cool), pushing goods to rely on market trends, so whether the goods are in season is particularly important.
(3) Selling points
To tap the selling point of the product, you can first look at the visual level, that is, the appearance of the product, the visual level, such as color, style, texture and so on. Secondly, the marketing level of the product, such as cost advantage, factory advantage, after-sales advantage, etc., is more for the product to better break the psychological defense line of buyer hesitation. There are selling points in goods to have a market, there are so many goods under the same category, if your goods want to stand out, they need to be different from their peers, and they are all cookie-cutter Buyers Why should they buy your goods?
(4) Sales volume
Products with high sales are recognized by everyone as treasures with a market. Many buyers will habitually choose "rank by sales" when searching for goods, which is a kind of herd mentality of buyers, thinking that the goods that so many people buy must not be bad.
(5) Pricing
Whether the price of the commodity is reasonable is very critical, the buyer will definitely go around the shop when buying the goods, what he compares is the cost performance of the goods (the cost performance is not to let you go to the low price), so the previous also said that your selling point must be prominent.
(6) Praise rate
Another habit of buyers is to look at reviews, if your product is a bad review, will the buyer trust your store? Trust is not in how to have a final deal. Today's consumers are smart, why not buy your home's products? Because many buyers know that you are not good before buying, the peer evaluation of the plagiarized style must be seen. If the seller has done a good job of market research, they can be screened according to the above six criteria. Of course, it is not simply said that if it meets the above six points, it will not become a hot product, and each product must be analyzed and adjusted according to the actual situation. These standards can help sellers quickly adjust their product strategies and reduce unnecessary loss of investment.
In addition, when the product has the following characteristics, it is difficult to form a hot product, and the seller should avoid: (1) products with high customer premium; (2) high logistics and transportation costs, low delivery yield rate ;(3) unpopular niche products, no real market demand.
Second, how to conduct product research
(1) To tap potential hot products, you can start from three directions: (1) study the products you are interested in; (2) observe competitors and find market vacancies; (3) find hot products, and find similar or related derivatives through related product categories.
(2) When conducting product research, you need to pay attention to the following points: (1) do not look for high-priced products Some people feel that the higher the price of the product, the higher the profit, but usually the research needs and the purchase needs think differently; (2) do not "I want to feel", "I want buyers to feel", should think about the direction of selection from the buyer's point of view; (3) Prepare sufficient ammunition, do the basic budget first, and see if various indicators can meet your standards.
Third, the selection of products must have a mode of thinking
(1) Trial-and-error thinking
Quick trial and error, slowly you will find that there are these goods sales will be different, those rely on organic traffic sales are better products, user-approved products may become explosive products. Traffic enters quickly, don't look at the conversion, all new products can be purchased. After that, the target style must have several alternatives, and my habit is to calculate the first page single volume directly to move the top 60 positions.
(2) Cost-effective thinking
Product cost performance is not high basically there is no way out, intend to invest in explosive products, must have its own unique selling point, this selling point is the vast majority of buyers can recognize the characteristics, not refers to personalized products, so the initial pricing must have advantages in similar products, only by everyone's attention and recognition, the product has the hope of explosion.
(3) Data analysis thinking
According to the data selection in the background, which products have potential, the overall search index is on the rise, which can be selected as a product to create a blockbuster. Click to buy the dwell time and so on, but in the face of conversion, the previous things can be ignored. Selection is a very important link, only by grasping the user's real needs of the business, in order to better sell the product. But nowadays, the mass category has many competitors, and you either have products that fill the gap in the market, or you can come up with really good products to stand out from many sellers.
You should work harder at the product level, develop more potential explosive models that have not yet appeared on the market, achieve the product pursuit of "no one has me, people have my superiority", and use product-driven operation to harvest their own dividends from the cruel e-commerce.
Fourth, what kind of products can become a blockbuster?
First of all, if a product wants to explode, itself must meet the needs of consumers, and the size of the demand, that is, the size of the product market, is simply the relationship between supply and demand. From low to high, the pain point will gradually become the itch point of the user, and your premium power for the product will also increase synchronously.
Then this side also summarizes for everyone that products that meet the needs of consumers generally conform to the principle of "three highs" and "three lows". Three high fingers: (1) high value, that is, the packaging design should be good, the touch should be textured, the art in the hand, the product appearance is unique, such products are easy to fission outbreak on the social platform; (2) cost-effective, that is, the core competitiveness of the product is high; (3) high efficiency, the first time to grasp the product trend, seize the market share. At the same time, high efficiency also refers to the speed of delivery by merchants, just like everyone often says when the Annual Taonei Promotion event, as long as I deliver fast, the refund cannot catch up with me. The three lows mainly refer to: low cost, low gross profit, low price.
Fifth, you need to master the right path to wealth
(1) Quantitative change can cause qualitative change
This is mainly for some novice small white sellers, do not be lazy, even if you do not know how to choose in the early stage, but after really analyzing hundreds of thousands of models, you can also successfully get started. Although the process seems simple and complicated, to be honest, this is the shortcut to selection. And in the early stage, we can also find a good model, put it on the market for testing, experience technology is a footprint out of a footprint.
(2) Remember not to leave the market
Our selection must be market-oriented, data-based, do not look down on any products, just like the old dry mother, Weilong spicy strips, successfully do business to global trade.
(3) To be simple and not to be miscellaneous, to be fine and not to be rough
Taobao platform pays attention to thousands of people, a major trend that stores want to break out is crowd segmentation, and the more segmented the products, the easier it is to find accurate customer groups. Want to do the business of the crowd, in the selection of products should be subdivided well, do not think this is good today, go to the store to test it, tomorrow that is also good, upload it, this look, will only make the store into a grocery store, while increasing the operation and maintenance costs of the store. Limited manpower in the store, such as customer service and design, is also wasted on some products that do not generate revenue or have less revenue.
Sixth, you need to know the rhythm of the hit
The purpose of our operation of new products is to create a blockbuster, since it is to create a blockbuster, then first of all, we must clearly know what the rhythm of the normal hit is. First of all, we must understand that each product has its own life cycle, and the same is true for explosive models, and the life cycle of explosive models can be divided into entry period, outbreak period, maturity period and recession period.
(1) The new products we want to operate just correspond to the entry period of the explosive model, and friends who have experience in the explosion understand that the workload of the entry period of a burst process is the largest and most difficult step. Because what we have to face is a new product that does not have any data basis, and the label is not clear, and the difficulty of the explosion is unknown, at this time, we need to solve a large number of basic work from product titles, pictures and other basic internal skills to customer service, evaluation, etc., in order to create explosive conditions for the next outbreak period.
(2) The outbreak period is the most critical step in the explosive operation, and the focus of the work at this time is on the promotion method of the explosive model, focusing on what kind of promotion and drainage method and how to rhythmically pull the explosive traffic.
(3) When the product enters the mature period, the operation and promotion work at this time is relatively relaxed, but at this time, it is necessary to start preparing for new explosive models.
(4) Before the explosive model is about to enter the recession period, we must start to prepare new explosive models, timely new, make full use of the large amount of traffic introduced by the explosion to preheat the preparation and visitor resources of other styles in the store, form a store explosion group, achieve the effect of point with surface, detonate the overall traffic of the store, and break the single traffic entrance.
Seven, about the four cycles of new product explosion
Generally speaking, 28 days is a product weight building cycle, which is also the most critical period for a new product to go to the explosion. Generally speaking, in some categories, in the new product period, Taobao will get a certain amount of traffic weighted support, if coupled with reasonable drainage operations, it will be relatively easy to blow up. We split the large 28-day cycle into 4 small 7-day cycles, and a series of corresponding operations will begin from the shelves.
(1) The first cycle
This is the period when the product obtains the most basic data, and it is also a critical period to observe whether the product is in demand. At this time, the work we have to do is to optimize the product information from the aspects of title, pictures, etc., the natural traffic introduced by ourselves and the traffic support of the new product period to increase the click rate; at the same time, we add tips to guide consumers to collect and purchase in stores and products, quickly obtain data such as click rate and collection rate, and help products quickly label the corresponding labels. At the same time, we want to make new product sales quickly break zero through various ways, the role of new products to break zero is to make products quickly labeled, commonly used promotional methods for coupons, new product discounts, giveaway activities and so on.
(2) The second cycle
At this time, the focus is whether the product has obtained stable data, and through the accumulation of data in the previous cycle, the work of this period must stabilize these data. With the click-through rate remaining unchanged, the collection purchase rate must be better than the data of the previous cycle, and at the same time, the conversion effect must be better than that of the previous cycle. At the same time, there is also a key point in this cycle is the accumulation of weights, while ensuring the basic sales, guiding consumer buyers to show praise, follow-up reviews, it is best to bring long text and videos, so that products are labeled more accurately and get more weight.
(3) The third cycle
At this time, it is necessary to ensure that the click-through rate, purchase rate, favorite rate and conversion rate are in a highly stable state. Because of the foundation laid by the previous cycle, the product is in the stage of rapid improvement and explosion, and the requirements for increasing proportions are appropriately reduced in terms of data consideration in addition to sales weights.
(4) The fourth cycle
At this time, it is a stable stage after the outbreak, and our task in this stage is to do a good job in the store foundation, improve the store level, and maintain the old customer data to lay a good foundation for the next explosion. At the same time, we should pay attention to the fact that if your new product does not have any signs of outbreak in this 28-day cycle after being on the shelves, then it is recommended that you can check the causes from many aspects, choose to give up decisively or re-plan the listing operation.
Today's sharing is here, friends who want to quickly learn store operations, you can pay attention to the private message after I "dry goods", so that you have less detours, there are questions and answers.