Traffic is getting more and more expensive. How to operate a store at a low cost is a skill that many small and medium-sized sellers want to cultivate.

When you get a store in your hand, you must first learn how to analyze it. The best information we can currently obtain for free is the Taobao Index. Taking the "pet supplies" category as an example, let's first look at a few sets of data, and then move from the data to store operations.

Through the three secondary category words of dog food, cat food, and pet supplies, the information we obtained is that dog food is the main category. Then we continue to look down:

These data are the easiest to obtain, but it is these data that give us great inspiration.

1. Learn store diagnosis

(1) Confirm the store's tone - traffic models, event models, regular models, popular models, potential models

When locating stores through data, store classification can be carried out through Figure 1: dog food is the main direction, cat food is the second, and other pet products are supplementary. If you want the entire store to reflect diversification and personalization and establish a "tone" for the store, there must be at least 20 products in the store. Or all categories in this category are added.

From Figure 2, we can see that kennels/houses/tents are seasonal products, and the search crowd is larger in winter, so they can be positioned as high-traffic products. From Figures 3 and 4, we can see that dog staple food and cat staple food account for the largest demand, so they can be positioned as active models. From this, we can choose products from kennels/houses/tents and dog food and cat food that have price advantages, are hot-selling throughout the network, and have high cost performance to become popular products.

As we all know, competition in these categories is very strong across the entire network, and many sellers will ignore other categories of pet supplies. We can use other categories of pet products for analysis:

By breaking down a single product, we can easily find out which products have a higher conversion rate, and thus we can locate potential models; other products with normal demand will be regarded as regular models.

(2) Comprehensive diagnosis of the store from multiple perspectives such as positioning details, conversions, titles, wireless terminals, product selection, etc.

Usually sellers follow the following steps when controlling the store:

This model had no problems before 2012, and problems could be modified. This also led to a lot of software similar to title optimization. With the rapid development of mobile phones, mobile phone transactions accounted for 68.67% of the Double 12 transactions in 2015. This operation is no longer feasible. To this end, we need to understand the mobile phone portal and users’ search habits:

From the above figure, we can analyze the positioning of mobile phone details and lay the foundation for product layout.

We can use the PC-side product thermometer to locate which parts of the product details need to be improved. Details cannot be taken for granted. The process of any product requires data as support. The next thing that merchants are more concerned about is keyword search (title optimization). For this purpose, we must first decompose the product category index

Find out the keyword combination title corresponding to the product through software similar to thesaurus:

Depending on the category, it can also be defined as: brand + product + attribute word + core Selling point words + promotional words

2. Store optimization layout-how to strategize in a battlefield without gunpowder

(1) Understand competitors and Taobao platform, so as to arrange troops

When you are a commander, you not only need to know how to operate your own troops, but also what your opponent is doing?

This is a product we searched on Taobao that competes with us and has a sales volume of over a thousand. There must be a reason for a product in a small category to have sales of over a thousand. You need to know when the competitor put the product on the shelves, whether the price has been modified, what is the basic information of the product, daily or 7-day product sales incremental analysis, sales spiral analysis, sales SKU analysis, Title changes, price changes, product sales period analysis, product purchase user frequency analysis, single product evaluation analysis, etc.

(2), collect the fragmentation of Taobao traffic

The outbreak of any product, from the display-click-conversion-purchase process, is inseparable from traffic, but the source of traffic in the eyes of many merchants is only two points. One is keyword search, and the other is sales. For this reason, I desperately modify the keywords and even plagiarize the title of my opponent. Some merchants do not know how to operate and will engage in false transactions, and the final result is to be punished. In fact, Taobao is advocating "small but beautiful" in the process of supporting small and medium-sized sellers. There are 44 products displayed on the entire network on one page, and there are millions of products in major categories on the entire network. So how to display the products? How can merchants get more traffic?

In fact, it is the fragmentation of Taobao traffic. What we have to do is the details: 1. Avoid peak loading and unloading times; 2. Advertising conversion; 3. Mobile advertising; 4. Mobile phone transaction volume; 5. Mobile search transaction conversion; 6. Gold coin activities; 7 Mobile phone description; 8. Mobile phone exclusive price; 9 . Title optimization; 10. Charity product settings; 11. Window location recommendations; 12. Product selling points (no more than 30 words); 13. Seller recommendations; 14. Matching products; 15. Store coupons, etc. As long as every detail is in place, you will be far behind most businesses!

3. Practicality of business consultant - with the offline of Data Rubik's Cube, where should small and medium-sized sellers go?

(1) Combination of traditional thinking and data

Data Rubik's Cube went offline in December. The business consultant is a practical software that combines Quantum Hengdao, Jianghu Strategy, and Data Cube. The most interesting thing about it is the marketing tool: a. Creative marketing; b. Falling in love with Juhuasuan.

Creative marketing includes single product marketing (from browsing, collection, ordering, payment, and the characteristics of the product itself), multi-product marketing (product selection, recommended package prices, crowd characteristics), and whole-store discounts (the whole store's unit price per customer on the day, the whole store's price range). These aspects can relatively accurately locate a series of related sales such as store prices, discounts, coupons, etc.. But here’s the problem, everyone knows how to do this, so how can businesses compete with others? This is an era of data, but in the final analysis it still needs to be defined with traditional thinking. Because consumers don’t know this data, they purchase products based on their needs and user experience. So this is not a modular thing. For this reason, we need to use traditional thinking and FBA analysis:

1. Feature (list the attributes of your product), understand the attributes and characteristics of your product, and what are the selling points.

2. Based on B (benefit value) of accurate customers, what is the profit and value that you can bring to your precise customers.

3. Competitive products based on A (advantage), and what are the advantages of your competitors over you.

How to understand your target customers:

A. Positioning of target customer groups. Give your target customers nicknames in three dimensions (the three dimensions refer to: age, buyer level, consumption, and level), whether they are losers or rich and handsome.

B. Analysis of target customer needs. Understand the needs of target customers through customer reviews, Want Want QQ chat, and WeChat.

How to make a good inner page:

A Refining the core selling points. Understand what the selling points of your product are, list them and select the ones that summarize the most important selling points.

B five support points. What supports your selling point? The details page needs to include five major product features, including workmanship, materials, etc.

C three main selling points. Besides your core selling point, what are your other selling points? It is recommended to read reviews from buyers of similar products and extract from them.

(2) Position each category and accurately match each attribute with each keyword

Let’s take dog food as an example. Select dog staple food as the category. Let’s look at a set of data:

These are two single products of the same brand that we found at random. The price is the same and the weight is the same, but the transactions are not the same, because all the product attributes above are all All have been added, and the following products only have the attributes marked with an *. In the past, the search was extracted from the title, but now it is extracted from the product attributes first. Merchants in Tmall stores should pay more attention to product attributes. The problem is not big. Merchants in C stores may be lacking in this aspect. It is recommended to add some basic attributes.

If small and medium-sized sellers do not have so many software to query, or are worried about inaccurate searches, they can filter their competitors, and finally copy all the properties of the products on the first three pages into Word (the products on the first three pages are better for reference), and then use ctrl+f to search and replace, integrate the most valuable attributes, and then combine them with the selling points. Please see the picture below for details:

Do merchants still worry about poor sales after operating in this way? It’s difficult to not rank your baby high if you operate this way!