The world's online business Zhang Hangying
Edited by Wu Lingwei
Since last year, after Alimama launched a new commercial operating system, Wanxiangtai, operational scenarios such as new fast, fast model measurement, and product acceleration have become the most frequently used scenarios for merchants. Because of its ease of application, it is also known as the "autonomous driving technology" operated by merchants.
The epidemic has repeatedly become more complex and changeable, consumer decisions have become more diverse, and the "uncertainty" of the business environment is deepening.
Therefore, "certainty" has become an urgent need for businesses. In this context, "Shangxin has tens of thousands of phases" has become the mind of more and more merchants.
The change behind this is that since the beginning of this year, the cargo capacity of Wanxiangtai has undergone an important upgrade.
This year, Wanxiangtai has played a "super bag cargo official" product solution, through algorithm optimization, opening up global channels, helping merchants match the different capabilities of new products from cold start to explosive goods, and achieving full-cycle cost reduction and efficiency.
In view of the two key stages of new products and explosive products, the super bag cargo officer launched two major scenarios of "new fast" and "product acceleration", through the intelligent selection of new products by Alimama algorithm, coupled with intelligent cross-channel real-time delivery, to achieve accelerated growth of goods. The data shows that the bagging officer can help reduce the cold start time of new products by half, and accelerate the efficiency of goods by more than 20%.
"This year's upgrade of Wanxiangtai products focuses on the ability of goods." Alimama Xiaoer Xinni said that this year, Alimama put forward the business philosophy of "flat storage and promotion of income", while improving the refined operation ability of goods, all in order to help merchants achieve "certainty" returns, that is, to let the merchants' "every operation counts".
How exactly will Wanxiangtai change and accelerate the path of new explosions on commodities? And how to achieve "certainty" in this process?
The new explosion is fast, and the fine management of goods is upgraded
Previously, Alimama was more widely known as the crowd operation theory. DEEPLINK deep chain management methodology has been applied in many business scenarios. This year, Alimama launched a new long-term management methodology for goods for the first time, taking another step forward in the refined management of the whole life cycle of goods.
Based on the theory of long-term operation of goods, Wanxiangtai launched the super bag cargo officer of the goods management solution, using the algorithm ability to efficiently select products, providing selection and delivery capabilities at different stages from planting grass, trend, growth to explosion, and drawing a rapid growth route for merchants from new products to explosive products.
Different merchants in different industries have different needs for the structure of goods and the rhythm of operation. But in general, it will go through different stages such as the new period, the outbreak period, and the clearance period of the goods - all have different operational priorities and node goals.
If you look at the dismantling of the whole life cycle of the goods, the operation of the new product period needs to shorten the incubation time and grow rapidly; in the explosive stage, it is necessary to lengthen the explosive cycle of the goods and impact greater transactions. The operation of each cycle of the new product is strategic and rhythmic, driving the overall life cycle to maximize.
"You can imagine a curve. The successful hatching of new products means reaching a certain height, that is, entering the explosive stage. If the new product incubation is faster, it means that it sprints to the next stage of the cycle is longer, and the commodity occupies more time in the category, which is the increase of GMV (total commodity turnover). Henny introduced.
The super bag cargo officer's selection of goods and the acceleration of goods carry the two key stages of new products and explosive products.
Both of these abilities are important in the path from new to explosive. But at different stages, there are different emphases. In the new scene on the new product, the Wanxiangtai "on the new fast" scene pays more attention to the "selection and cross-channel cold start acceleration ability", which can be quickly put into the information flow, the content field is quickly planted, and the merchant can increase the gravitational Cube to obtain the brand crowd, and can also increase the size of the through train to synchronously raise new product words to achieve multiple acceleration. During the explosive period, Wanxiangtai "Hit the Explosion Fast" pays more attention to transactions and conversions, and accelerates the penetration rate of cross-channel categories through "product acceleration", and merchants can also superimpose the direct-through car directional card slot brand just need words, and quickly convert and explode in the search field.
The new product shortens the cold start time by half, selects the fast test, and sells quickly
The new product is called a "thrilling leap". When new products appear on the market, the connection with consumers is "weak" and needs to be constantly tested to find the best path for people and goods to match. On the other hand, if the goods are not popular with the market, a huge inventory is followed.
This is especially evident in the apparel industry, which is strongly driven by goods.
Head clothing brand ONLY has opened 1,500 stores in China, with a huge amount of new styles, reaching thousands of new styles in the spring and summer of March and April every year. Every new season, we face an important question: how to predict the potential of the model? How is the budget allocated?
An important step in the new product is "measurement", which is also the process of filtering and selection. But there will be a problem in the process - that is, the measurement occupies the time of the "dividend period" of the new product, which slows down the growth rate of the new product to a certain extent. The reason why the new product has a "dividend period" is because within a certain period of time when a new product is launched, the platform will release traffic inclination. On the Tao platform, the new product period of clothing is generally 60 days.
Merchants are racing against the clock, and algorithms provide a faster, more precise way. Through the iteration of the algorithm, Wanxiangtai selects potential new products and saves early measurement time. It is reported that through the traffic increase and resource support of the "Million New Products Plan" of the Wanxiangtai Super Bag Cargo Officer, the cold start time of new products can be shortened by half and quickly enter the top 50% of the category. This allows merchants to allocate budgets in advance and quickly incubate potential new products.
In March this year, ONLY participated in the "Million New Products Plan" of Wanxiangtai, put more than 10% of the marketing budget into the "Million New Products Plan", and screened out 30 key products. Through cross-channel distribution, paid field traffic and organic traffic linkage planting, coupled with the accelerated transformation of through trains, the rapid growth of new products has been realized. In the end, only nearly 90% of the new product incubation success - that is, the new product ranked into the second category is currently 50%, million new product plan far exceeds the expectations of the merchant.
In this process, the optimization of wanxiangtai's product operation scenario algorithm capabilities have brought about two major upgrades: one is the ability to select products, which makes the success rate of new products higher; the other is the improvement of delivery efficiency, which brings faster growth rate of new products.
Behind the improvement of the new efficiency, the linkage of industry-side resources is an important factor.
On the one hand, the new scenarios on the goods link global traffic resources, which can be delivered through UD (cross-channel delivery platform), which greatly broadens the traffic scenarios. On the other hand, for the first time, the linkage between advertising and organic traffic was realized, bringing greater "multiplication" effect.
2 times the efficiency of "blowing up" goods, fast card slot market segmentation
After the new product incubation is successful, the next stage will sprint to the potential explosion. Potential explosives are generally the top 5% of the leaf category, and super explosives are currently 1% of the leaf category.
Explosive products are an important support point for businesses.
On the one hand, explosive products bring the most urgently needed cash flow of merchants, and at the same time contribute a considerable proportion of GMV. On the other hand, the rapid outbreak of explosive products will bring hidden gains to the store. For example, bring new customers to the store and drive the transformation of new products. "Bringing new with explosions" is an important strategy for stores to quickly start trading.
In the past, merchants would encounter two difficulties in pushing explosive products by themselves. First, it is difficult for merchants to discern which goods have better explosive potential, so they cannot allocate resources efficiently. Second, merchants cannot estimate targets and costs, and their operations are full of uncertainty.
The scene of "accelerating the goods" of exploding goods has always been a high-frequency scene of Wanxiangtai. The upgraded version of the "100,000 Explosives Plan" has solved the pain points of merchants to a large extent through the optimization of product selection ability and delivery ability. Goods can achieve a higher burst coefficient at a smaller cost. It is reported that the "100,000 Explosives Plan" of Wanxiangtai has brought about an overall acceleration of the scale of goods exceeding the target by 110%, and accelerating the efficiency of more than 20%.
Taking the tonic brand Jinyan Ear as an example, in the "100,000 Explosive Products Plan" in March, it selected the star single product silver ear fungus, invested 20% of the marketing budget into "product acceleration", completed more than 140% of the efficiency improvement goal, and jumped to top 3 in the category ranking. During the launch period, Jinyan'er accelerated the breakthrough of the category track, integrated the core resources of the field, and increased the delivery efficiency to 2 times the original, increasing the category by more than 100 places, and increasing the share of leaf categories by 11%.
According to Wanxiangtai Xiaoerxing Aoi, how to increase the certainty of delivery is the strongest demand put forward by merchants today. "Operational certainty means that businesses can better regulate their budgets, maximize budget marginal benefits, and minimize costs."
In a volatile market, forecasting is a very difficult thing. "The effect of advertising is placed in real time, and only after the investment can we know the production ratio." The water level of the large market is changing in real time, and the merchant is predicting the future based on the past. However, in the past, performance factors were complex, and participation in festivals, live broadcasts, etc. would have an impact on performance. ”
Another highlight of the upgrade of the ability of Wanxiangtai to blast goods is to increase the certainty of delivery, that is, to achieve the goal and the cost of two-way acceleration. Xingkui stressed: "Investing a fee at the corresponding time, estimating the scale of the transaction, or estimating how much cost to use to achieve the transaction target, this is a very advanced exploration in the field of effect." ”
Behind the two-way acceleration of goals and costs, it is the algorithm optimization that helps merchants find the most efficient way to deliver - merchants can quickly seize the penetration rate of the main category in a period of time based on their own operating costs and rhythms, beyond the competition, you can increase the cost, the algorithm will achieve the largest amount of the business under the expected cost, the higher the setting cost, the greater the algorithm acceleration space, the faster the competition, and further achieve market share improvement.
In the more than ten years of Internet marketing reform, it has experienced a process from point to surface, from complex to simple, while constantly enhancing certainty. In the more fierce stock competition, digital intelligence and refined operation bring more growth opportunities. For merchants, simple operation, efficient outbreak and controllable cost are the answers behind the choice of "shangxin on the tens of thousands of phases".