How to operate Taobao stores well? What are the concerns?

It is difficult to run a good store now, because there are more and more Taobao stores and the competition is fierce. If we don't operate, there will be no trading volume at all, so today Bian Xiao will tell you how to run a Taobao shop well.

How to operate Taobao Store 1 and the reasons for keyword layout?

Because of the explosion trend of Taobao, the traffic will be fragmented, which is beneficial to the realization of traffic on the one hand and the activity of the platform on the other.

There are two main ways of fragmentation: keyword allocation and shelf time allocation.

So how do you fragment the traffic through keywords?

In the explosion era, if a product has high popularity and high sales, then the search engine will give it more free natural search traffic. This baby may have a lot of keywords that can bring traffic, and the weight is not bad. In other words, he can rank first for any word.

But what about now? In order to achieve fragmentation, I only give you 20 words that can bring traffic, and I want to assign the weight to other babies for other words, so that more babies can appear in front of consumers and have the opportunity to be discovered. In fact, this means that under normal circumstances, your baby only has a limited number of keywords with high weight, which can bring you free natural search traffic.

So you need to consider the layout of keywords. After all, the number of keywords is limited. We need to match different keywords for different babies, and pay attention to optimization, so that the natural flow of each baby is equal.

2. What are the layout keywords and what are their functions?

Every successful person is an accumulation of details. I started as a small seller myself, and then I contacted many small sellers, so I prefer to care about these details. After a long period of practice, we found that the layout of keywords mainly consists of three parts:

(1) The process of arranging subject words

Of course, we must first understand several issues:

What is the subject used for?

If you want to define the subject, you can say: the word that is most likely to bring you the most traffic in the future and best represent the baby's core attributes. Then when we lay out the topic, the first thing that comes to mind is that it must be closely related to our baby. Then, according to the formula of sales weighted index, we all know that in order to highlight the weight of the theme, there should be many long tail words around the weighted theme.

Therefore, keywords also play a very important role: they are used to select the long tail keywords of gold.

Why is the theme of baby generally unique?

As I said before, traffic is fragmented, and there won't be too many words for you. Usually there is only one core word, especially in the highly competitive category. Maybe most of the traffic in your title is brought by one or two words, which are your title keywords. Most importantly, if there are too many subject words, it is also a problem to choose long tail words. So we suggest that under normal circumstances, the subject of the baby title is unique (note: I have always stressed that it is under normal circumstances, because special circumstances will be discussed later)

Must the subject be a short word?

Of course not! If your store has a poor foundation, such as a new store, even secondary words are big words for you in more competitive categories. At this time, in order to avoid too fierce competition, you can use secondary words as the subject. For example, selling dresses, you can use "sleeveless dresses" and "floral dresses" as the theme.

Which words are suitable as subject words?

There are the following categories that are suitable for keywords. Product words: Tieguanyin, Lycium barbarum, mouse; Category words: dresses, high heels (of course, sometimes product words and category words are the same); Functional attribute words: weight loss, whitening and freckle removal; Brand words: Daphne, Nike, Midea, etc.

What is the criterion for judging the subject?

What is the criterion for judging the subject? It also depends on your store foundation, especially if the store foundation is good, it is very simple, just look at those with high search popularity. But what if your store has a poor foundation? You should comprehensively consider the competitiveness of the discipline, such as the paid conversion rate. After understanding the above problems, we basically know that the process of arranging subjects is actually the process of classifying babies, but the basis of this classification is "can belong to the same subject." When you meet, there will be specific methods to tell you how to classify the treasures in the store according to the specific situation of the category and the store, that is, how to arrange the subject words.

(2) the process of arranging long tail words

The process of arranging long-tail words is actually to distribute the golden long-tail keywords selected by us according to the data to different babies evenly according to the assigned subject words, and determine the golden long-tail keywords to be promoted by each baby according to the calculation results of competitiveness. The problems involved here are mainly: how to choose long-tailed words and how to layout them. This will be mentioned in a later article. I hope everyone can pay attention to it.

Regarding the golden long tail keywords, many people will say that only those small shops will do this, and big stores will directly grab hot words! Needless to say, I just want to say, how likely do you think Taobao will concentrate its natural search traffic under the pressure of realizing traffic?

(3) the process of arranging related modifiers

After the layout of the subject and long tail words, in general, there are still some vacancies in the 30 words of the baby title, so the layout-related modifiers are needed. Then, it involves the selection principle, layout method and so on of related modifiers.

How to improve the operation level 0 1

Publicity: advertising

To expand customers, we need to advertise. Only through advertising can more potential customers know and understand you. Continuous advertising is an important way to promote the growth of store performance.

Health-healthy consumption has become the mainstream trend of modern consumption. More and more advertisements are associated with health. Don't prolong life. As long as it is harmless to health, consumers can have a look. Tea shops can set up raw material display cabinets at the bar, or make the tea making process transparent.

Fast-simplicity is accompanied by fast. With the accelerated pace of life, customers are more inclined to all kinds of lightning services, so as to experience more products and services, especially shopping mall customers. After shopping for a long time, it is the biggest temptation to find a place to have a cup of tea quickly. Therefore, the tea shop in the shopping mall should be efficient, and the corresponding propaganda slogan can be started from now on, such as drinking tea 1 minute.

02

Management: The sales ability of shop assistants directly affects the sales volume.

Suppose the customer may just want to buy a cup of fruit tea. After some communication and guidance from sales staff with strong sales ability and high sales level, customers will eventually order an extra European bag or snack, which will directly increase the sales of physical stores.

Therefore, we should also be organized when managing shop assistants:

1, the clerk should be familiar with the characteristics, advantages and disadvantages, price strategy, technology, varieties, specifications, promotion points, competitive products and substitute products of our products. Pay special attention to show that you are very familiar with the industry and products, because the specialty of industry and product knowledge is itself a sales force.

2. Be familiar with the target customers. Target customers should be classified into core customers, key customers and non-key customers. Customers can be divided into several categories, how to classify them, and what different strategies and methods should be adopted for different customer categories. The time and energy allocated to different types of customers are different. In addition, we must also grasp the psychological changes of customers.

3. Be familiar with competitors. What stores do competitors have, what brands do those stores have, and the functions, characteristics and prices of each brand product should be well understood. As the saying goes, know yourself and know yourself.

4. Master certain sales skills. Through continuous training, learning and summing up experience, improve sales ability. Tea franchisees can go to the headquarters for training according to the actual situation, or they can directly send teachers from the headquarters to guide and supervise tea.

5. The store manager can communicate effectively with the shop assistants and define the service criteria, including service attitude, service mode, service time and service follow-up cycle.

03

Sales Article: Appropriate Seasonal Promotion

1, new products should be publicized when they are launched.

The new product has just entered the market, and the biggest problem is: how to make consumers try to buy it? In order to solve this problem, besides the necessary advertisements, another effective means is promotion, such as discount, free tasting, half price for the second cup and so on.

2. Upgrade to promote sales

When the product is updated, we must take measures to clean up the inventory, on the one hand, withdraw funds, on the other hand, go into battle lightly.

3. Holidays should be promoted, especially during the Golden Week such as November, May Day and Spring Festival. Promotion information is everywhere, and all walks of life are promoting sales. If you don't promote sales, it is obviously not in harmony with the festive atmosphere.

It is said that it is easy to open a shop, and the key lies in how to operate and manage it. It is necessary to manage properly internally and pay attention to publicity strategies externally, so that the profit rate can be effectively guaranteed by internal and external linkage.

How does Taobao operation learn how to get traffic? Taobao's traffic is divided into two parts, one is free natural traffic, and the other is paid traffic. The most commonly used paid traffic promotion tools are through train and drilling exhibition. Free traffic refers to the traffic that you search for your baby through its name, which is called free search traffic. All the promotion purposes, such as through train, drilling exhibition, loss impulse and the goals of various promotion methods can be said to be free natural flow, because only free natural flow is the flow that can make money at no cost.

Then everyone knows that baby stores should have traffic and free traffic, so where does the traffic come from? There is no doubt that there is no traffic in the new store, so novice sellers will start to let friends step on it and collect from each other after a period of no traffic. After a while, they will find that it still doesn't work, so they will go to * * next, and then find that * * works well, but it can't be guaranteed to be sold every day, and it is time-consuming and laborious, and it is often easy to be caught. Once caught, all their energy will be wasted. At this time, I will start to think about the through train, and then find that the money has been eaten by the through train and the business has not improved. Then I will give up Taobao, but I don't want to watch others make money, and I have no choice.

These are often what small sellers have experienced or are experiencing.

So, I'll dissect the rules for you, let you know where the traffic comes from, and let you stop doing meaningless work.

Taobao's free traffic comes in by searching for baby's keywords. For example, if you search for a lady's black down jacket, all the treasures with this keyword written on them will be displayed in order for you to choose, and then! The problem is that the screen of a page is so small that no one can see it behind it, so there is no traffic. No traffic, no deal. So how to improve the search order and let the baby get traffic at the front?

The ranking is based on the baby's weight, weight! Remember this keyword, it is the father of all Taobao people. Everything you do is to help the baby gain weight. When buyers search for this keyword, your baby's weight is high enough and the ranking is high enough for buyers to see your baby. The higher the weight, the higher the ranking and the higher the traffic. See here and you will know the importance of weight, right? Because there are so many treasures on a screen, if you rank behind 10, there will never be traffic, but count yourself. How many treasures are there on a page? This is the importance of weight.

So, you will ask, how to increase the weight? There are some experiences for your reference, at least applicable to your monthly turnover of 300,000.

First of all, the explosion (you can understand it as a baby that brings a steady stream of transactions) has three elements, namely, display volume, conversion rate and transaction speed. The exhibition volume determines how big your baby's market is, the conversion rate determines how much you can eat, and the transaction speed determines when you can surpass your competitors. This may sound a little hard for you to understand. Well, I'll tell you how to increase the weight from another direction and tell you that you have collected more from each other than nothing.

From the simplest overall situation, Taobao's search rules have only one purpose. One is to recommend the treasures suitable for buyers to the right buyers. You can understand this. If Taobao recommends a bunch of rubbish to buyers, who will come to Taobao to buy things in the future? Everyone went to JD.COM, and Taobao closed down. Therefore, as long as Taobao judges that your baby is liked by the buyer and the buyer is willing to pay for this thing, your baby has a high weight and a high ranking. If the ranking is high, your baby will have a high chance of being displayed when the buyer searches for this keyword, and there will naturally be a steady stream of traffic.

Taobao's ranking rules are based on weight. First, simply analyze how the traffic is generated. If the buyer needs a baby, then enter a keyword, and then Taobao will display the baby according to the weight. So how can Taobao judge that its baby is popular with buyers, so as to improve its weight, ranking and get traffic?

The answer is: click-through rate, conversion rate, sales volume and DSR dynamic score of the store (this is probably enough before you become a great god).

Click rate: When buyers search for keywords, all the treasures that appear on the screen will be displayed. If there are 100 exhibitions, and a buyer clicks on your baby, then you have 1% click rate, and then you have 10 traffic, and the number of exhibitions * click rate = traffic.

Conversion rate: 10000 buyers search for this keyword, and your baby's click rate is 1%, then you have 100 traffic. Not all buyers who see your baby will buy your things. 100 people enter your store and see your baby. If two people buy it, your conversion rate is 2%.

Sales volume: this needs no explanation, as everyone knows.

DSR dynamic score, which is easy to understand.

If your click rate is high, it proves that your baby is very popular with buyers. Because you like something, you should at least go in and have a look. If you don't watch it, it will cause a low click-through rate. That proves that your baby is rejected by everyone. After reading it, it involves the conversion rate. If your click-through rate is high, many people will see that the conversion rate is good. Many people are willing to spend money to buy it, so your sales will naturally be high and your evaluation will be high. Taobao will judge that your baby is popular with buyers.

After importing traffic with a click-through rate and conversion rate higher than that of peers, the sales volume will gradually increase, and then the weight of your baby will gradually increase with the accumulation of sales volume. Finally, T-Bao will give you more and more traffic, and then a baby who can continuously bring traffic and generate sales every day will be born. Can you understand me simply?

Then the first logic comes. First of all, we have to sell T treasures to judge us, right? But now let's not talk about sales, there is no traffic at all. How can Bao not judge our baby? This is the first step that puzzles countless small sellers, the initial traffic problem.

What is Taobao operation company? In fact, I started as an operation assistant and grew up slowly. Many people want to start as an operation assistant when looking for a job, but they don't know what the specific job content of an operation assistant is. Today, I'll tell you something about the work of an operation assistant.

In fact, every company has a different positioning for the operation assistant, so what I'm talking about here is basically what each operation assistant needs to deal with according to the job requirements of the company you want to interview. You can make a reference.

As an operation assistant, that is, an assistant position working with the operation director or sales manager. Assist sales manager to collect, input, summarize and analyze all kinds of information. The overall work is as follows:

Assist the operation in planning, promoting and implementing various promotional activities of store goods, and know when to report what kind of activities, such as daily specials, bargain hunting, gold coin panning, snapping up, etc. Different activities have different requirements for stores and products and the strength of online stores. This must be known.

Know how to use all kinds of suitable online marketing promotion methods and resources to improve the popularity, ranking and page views of online stores, improve the transaction rate and achieve the sales targets set by the company.

A good Taobao operation pays attention not only to online but also to offline. Because competition is not only online competition but also offline competition. Sometimes Taobao's online management is very good, and it is very helpless if it doesn't work offline.