Have the latest rules of Taobao come out in 215?

Today, I will talk about the new changes of Taobao in 216. Really, if you don't know or are not familiar with these changes this year, don't play Taobao.

1. Taobao pays more attention to the increase of repurchase rate and customer unit price

This should not be a secret. With the development of JD.COM, Suning.cn, Vipshop and Wechat business, Taobao really feels the threat in terms of traffic. In other words, the traffic has reached the bottleneck, and Taobao does not say that it is exhausted in terms of its own traffic.

under this premise, if the platform wants to further increase sales, it can only start with two other indicators that affect sales: customer unit price and repurchase rate. The practical significance of these two indicators: you can maximize the value of each traffic, that is, increase traffic to Taobao in disguise. A customer only comes to buy once, and the flow is different from that of many times.

Therefore, it is foreseeable that in 216 and the following years, if anyone can make more breakthroughs in the repurchase rate and customer unit price, Taobao will give more traffic support. Two suggestions can be made here:

(1) Opinions on increasing the repurchase rate

Undoubtedly, this is definitely an emphasis on the marketing of old customers. Old customer marketing is not simply to send text messages to old customers, just send Want Want messages. You need to do the following work according to the actual situation of your store:

Establish customer files. When did the customer buy it, what did he buy, how many times did he buy it, and the basic situation of the customer? These are all best established. There are also many softwares that can realize this function, but you can use EXCEL to solve this problem. For example, if you sell tea, then you can set up a file of this customer's preference for tea and the frequency of drinking tea, which is convenient for marketing.

there must be a platform that can maintain old customers. There are many such platforms, and you should choose them according to the actual situation of your customers. For example, some time ago, I saw a data saying that after 95, there were fewer WeChat users, and they used a lot of QQ. Then if your target customers are these people, you can use QQ group or QQ space to maintain old customers.

the effect of old customers' pursuit of sales by telephone is the best. At least from now on, using the phone to pursue sales is better than SMS and Want Want.

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(2) Suggestions on increasing the unit price of customers

There are two main tasks. One is that related sales must be done well, and related sales should be done in a recommended way, not simply listed. For example, if you sell shirts, you can naturally recommend shoes, casual pants, accessories and so on in the details page. This is what Taobao wants to see. Isn't this the routine in online celebrity?

2. Taobao shops that can bring accurate off-site traffic will be favored.

Although Taobao's traffic has reached the bottleneck, it still has a big trick: sellers will attract traffic themselves. For example, Taobao has been talking about the socialization of e-commerce, and the layout of Taobao in Weibo is actually trying to encourage sellers to attract traffic from outside the station. Therefore, I have been saying that in 16 years, whoever can attract accurate off-site traffic will get more support from search engines.

There are many platforms to attract off-site drainage: forums, blogs, QQ groups, QQ spaces, social networking sites, WeChat, Weibo and so on, and new tools will appear in the future. However, what I have always disagreed with is that it is not good for Weibo to study Weibo marketing when he comes out, and to study WeChat marketing when WeChat comes out. I have always believed that there are ideas to follow in this kind of off-site drainage promotion, and the core of this idea is "providing value". As long as you can provide value, you can attract accurate traffic, but you need to control how the Internet application changes. In the future, as long as you can introduce accurate off-site traffic, Taobao will definitely give you support, so come on, Sao Nian! ! !

3. Step up efforts to support new products

Taobao will definitely do this for two reasons: first, let consumers feel fresh and feel that Taobao can really get good things; The second is to let as many treasures and sellers as possible participate in the construction of Taobao platform. If all the traffic is given to some old goods and sellers, it will affect the healthy development of the platform.

then you need to have a clear understanding of the new product at this time. There are two kinds of new products on Taobao. One is that all stores are called new products as long as they are new treasures, which can be called shop new products. There is also a new product on the platform. This kind of baby doesn't have the same model on the platform, or the same model is very few, so it will give you some traffic support at the beginning. Of course, this support will be given according to the actual situation of your store, such as your category, your store level and so on.

of course, you must be able to seize the opportunity when giving you support, that is, you must perform well during the support period. Here Taobao will focus on several indicators during your support period. The first thing is the click-through rate, that is, your ability to seize opportunities, followed by conversion rate, repurchase of old customers and so on. So, what will Taobao support you with this kind of traffic?

there are mainly two channels, one is through keywords, and the other is through off-shelf time. Therefore, I have always said that when you do Taobao, don't ignore the basic optimization, because it will increase your chances. For example, choose the optimization of long tail words, such as the shelf time card, such as the optimization of new products and so on.

4. The trend weight of DSR score will increase

We know that in the past few years, on the one hand, Taobao attached importance to sales popularity, on the other hand, it was very simple to brush DSR score when swiping the bill. Therefore, DSR score has a low weight in influencing the natural search ranking of goods. However, with the various reforms of Taobao, the weight of DSR score is gradually increasing.

However, because the DSR score is dynamic, a single day's rise or fall will not affect the natural search ranking of products in general. What really affects the ranking is the trend weight of DSR score.

what is the trend weight? It becomes more important to keep rising or falling. We have tested many categories, which are basically effective. For example, before the big promotion, we usually make the DSR score rise continuously through human intervention (usually for at least 1 days), which will bring good results in natural search ranking.

5. About the impact of sales

It is known that Taobao does not display sales, but what I want to tell you is that not displaying sales does not mean that the sales weight is gone. On the contrary, I think the sales weight will definitely be there, and it is not low. Why? Because you think, when the sales volume was originally displayed, there were still some buyers who bought it because of the motivation of conformity. But it's not shown now, and if the sales data are still very good, it means that this product is really good, not just a herd effect.

6. It's becoming more and more strict to check the bills

. Whether it is a platform or a national policy, this signal is particularly obvious. In this way, more buyers are beneficial and fair to more sellers.

7. The platform is becoming more and more commercial in nature.

It pays more attention to products, services and buyers' experience. These all reflect the essence of business. As a platform, e-commerce itself should constantly cater to the essence of commercial retail, so these changes are inevitable.