Taobao shop operation planning scheme 1. Annual business objectives First, determine the annual target sales, the total profit required by the store, as well as the total sales, cost rate and net profit rate, so as to determine the monthly sales and annual proportion of the next year. Then, according to the monthly sales, determine the monthly operating objectives, such as how much traffic is needed each month, how much conversion rate is, and how much customer unit price is, in order to achieve this month's sales. At the same time, it should be subdivided into the monthly advertising investment, the proportion distribution of through train and drilling exhibition advertisements, as well as the monthly labor cost, logistics cost, goods cost and miscellaneous expenses. , so as to customize the daily order per capita of customer service and warehouse. Reference: The core strategy of operation in 2002 is 1. Operational ideas: Tmall+integrated traffic channels+member marketing+brand marketing+explosive creation+celebrity endorsement planning 2. Operation planning and planning in all stages of the year, target and cost control budget, running-in and stability of operation team, implementation of tasks to people, standardization of post workflow S0P, KPI assessment mechanism, etc. Marketing promotion resources * * * Sharing and division of labor 3 Product positioning, style positioning, taking photos, making detailed pages, store management, interior decoration and visual display, planning copywriting 4 Store promotion and drainage, key through train, drilling exhibition and taobao guest, in-store association and package optimization 5. 6. Social media operation, daily operation and promotion of WeChat from official WeChat account and Weibo, 7. Multi-level points system for members, member care, improvement of user experience, preferential activities for old customers, 8. Daily maintenance and management of online stores, as well as data monitoring and analysis to adjust the operation direction (stores, industries, users, activity data, etc.). The general direction remains unchanged, and the operation promotion strategy is constantly adjusted in actual operation.
Some sellers think that they only need to optimize their products without products and traffic. In fact, they don't need to optimize without traffic. In the course of our daily store operation, there are actually many times when we need to optimize, edit and modify our products. When the traffic starts to decline, we will first look at whether the trend of the industry has declined, whether the peers have done any activities to grab traffic, whether it is a holiday or not, and so on. Then we will diagnose whether it is a single product or a store that has been downgraded in violation of regulations. If the above situation does not exist, then we must be vigilant, indicating that the product itself has already had serious problems. Your headline keywords may be declining in popularity or ranking, which directly leads to the decline of your single product traffic, so you need to optimize your headlines and re-enhance your keyword weight. Competition at the same level In the process of running a store, we will always meet competitors. If a competitor's product advantage is better than yours, especially at the same level, then you will lose competitiveness in the process of competing with him. This led to a serious traffic jump.
So at this time, it is necessary to adjust a series of contents such as price, title, main picture and details page, turn their weaknesses into advantages and regain competitiveness. Rob traffic activities means that you can get a lot of exhibition opportunities. If you operate properly, you can pull a lot of traffic into the store, so reporting activities is a good way to break the current traffic bottleneck. But before we go to the event, we should optimize our product price, main picture, detail page, etc., so as to improve the click-through rate and conversion rate of our single product, so as to make full use of the event to get more traffic and more buyers. Second, the secret of optimizing the baby without lowering the price modification right: for price modification, I believe some sellers are still stuck in the idea: change the price? I wish I hadn't changed the price directly. There's nothing to pay attention to. Although customers will still consider the price factor when buying goods, because Taobao is now implementing personalized recommendation, although the price factor will still have a certain impact on customers' purchase, it has become less important. This is also related to the pricing of our products. When pricing, the final price should be obtained according to the characteristics of the product itself and the analysis of the consumption power of the potential target population. When pricing, we should also compare the price data of our peers. Under the premise of considering the cost, it is feasible to ensure reasonable profits and small profits but quick turnover, but it is not advisable to operate at a loss! It should be noted that the price of a bite is absolutely unchanged, and modifying the price of a bite will lead to changes in weight; You can't change the price frequently, which will lead to the reduction of rights. Does not mean that the price cannot be modified. We can use the discount tool to adjust the actual selling price. In order not to affect your natural search, you need to consider whether the adjusted price is within the same price range. For example, when we search for "glass" on Taobao's homepage, we can see a price range of "15-74", which is liked by 59% of customers. If we used to price in this range, such as "36.8", when your traffic drops seriously and you need to lower the price to gain competitiveness or report activities, then you can. Whether you want to reduce the price or increase the price, you can't exceed the limit of "15-74". No matter how low it is, it cannot be lower than the price of 15. If your price drops to 14.9, then you belong to the first price range product of 0- 15, because the people assigned to you before and after the adjustment are different. Because of the change of this price range, your competitiveness in the new price range is not as strong as that of other competitors, and the weight accumulated in the new price range has dropped seriously, so the change of your price will lead to a sharp drop in natural search traffic, or even a halving.
Another point that will be ignored by many sellers and friends is that it is easy to modify the order price and affect the sales volume and weight of the store. Modify the title Now many Taobao training courses exaggerate the role of title optimization, which makes people feel that as long as the title is well done, the product can be exploded. This idea is actually extremely wrong and misleading. Therefore, some sellers always feel that their titles are wrong every time they attend class, and then start to modify them; More sellers and small partners optimize the titles in order to get more exhibition opportunities. However, many times the effect is counterproductive. Not only can not get the desired display, but also reduce the search weight. I'm here to tell you clearly that once you change the title, your weight will definitely change. This change doesn't mean that your baby was downgraded because of changing the title, but because the number of words in the title is limited. Once you move some words, especially the deleted words.
How to manage Taobao Store 1 and keep the goods with high quality and low price?
Selling similar products on Taobao is the most basic thing, because the competition here is too fierce. There can be hundreds of similar products, many of which are crown-level sellers. If you don't have these two advantages, you will be submerged in the torrent of products and nowhere to find them. Buyers will shop around, and no one's money falls from the sky. No one wants to buy inferior ones for good quality, but expensive ones for cheap ones. I won't say much about this well-known problem, but achieving high quality and low price is the most laborious and mental work. Choose wholesalers, choose goods, shop around and bargain. Anyway, a buyer and a seller have to go through everything in this link, and the most important thing is to shop around.
2. Keep the sales service meticulous.
Service in sales is the most important and tedious work, and it is the link to test the real kung fu of the shopkeeper. It's no use buying a good and cheap commodity for a Malaysian. There are three things to serve guests: sincerity, patience and carefulness.
Treat every customer sincerely. Isn't there a lyric that says "exchange your heart for my true feelings"? Customers will only consider buying your things if they are moved by your sincerity and trust you.
Communicate patiently with customers, ask questions tirelessly, and make sure that no one has taken pictures before.
Carefully observe the buyer's real needs and see through what he really cares about. Some people don't care about the price, but show them more models if they care about the style. Some people care about the price and don't care about the quality, so they introduce cheap ones. In short, they must listen carefully and analyze carefully in order to succeed in the transaction.
3. Keep the after-sales service tracking in place.
Selling your baby is not the end of one transaction, but the beginning of the next. You should pay a return visit to customers on time, solve their troubles, collect their opinions, improve yourself and tease their desire to buy. In a word, you should try to make him your loyal customer. You can save seven times as much money and energy as developing a new customer. This is not what I said, but the scientific research achievement of an economist. Remember.
4. Let the publicity director persevere.
If you don't do the above, if you can do this well, you can also attract some new customers to maintain your popularity. However, no matter whether the new and old sellers can't do this well, they will shrink sooner or later, and others will not know your store or see your treasure. Don't be angry, do everything possible to improve the exposure.