How to write Taobao operation plan

1. The design of the homepage and product page of the online shop and the layout of the modules conform to the shopping habits of netizens.

2. Standardization and optimization of internal processes.

3. Activity planning and marketing promotion, store word-of-mouth establishment and product sales are equally important.

1: store design

Time: within two weeks

Personnel: art designer, copywriter

Work: design online shop pages, and design styles and colors that meet the product characteristics according to the characteristics of the main products.

Requirements: 1. Uniform color, one main color, gradient color can be used to increase layering, and no more than three other colors. Interspersed small plug-ins can be highlighted with strong contrasting colors.

2. The module position is reasonable. The position should be aligned up and down, taking neatness as the standard.

3. The advertising page on the right is no more than 3 pages. More on turning pages.

1, this month's theme activities

2. Customer experience activities

3. Preferential product activities

4. add FAQ and refer to lemon green tea.

5. Increase the praise reminder.

6. Increase membership management, such as "buy 200 yuan to join the club for free and enjoy a 98% discount".

7. Increase official gangs.

8. Add a collection and put it on the right.

9. Increase customer feedback.

10. Add company profile.

1 1. Increase service commitment.

12. Increase the difference between purchase price and refund (within 7 days after the goods arrive at the store in the mall).

13. Add the soft text of store brand. (similar to Vanke)

14. Support credit card payment.

15. Add friendship link. There is a long-term person responsible for finding high-quality shops to exchange friendship links.

16. Add a shopping process and put it at the bottom of the home page.

17. At the top of the classification page, put the brand classification first, and then put the preferential activities of the brand theme.

18. At the bottom of the classification page, buyers need to read.

19. Log in to major search engines.

2. Product page

Time: within 4 weeks

Personnel: art designer, copywriter

Work: Design beautiful and concise product introduction templates. Pay attention to the balance between page opening speed and visual effect.

Requirements:

1. The keywords in the product title should be accurate, including all keywords that customers can think of, and pay attention to spaces.

(Refer to the keywords used by similar products in the top ranking. )

2. The style is unified with the theme color of the store, and it can be properly matched with gradient and other means.

3. Commercial promotion has been put in the upper position.

4. Place the collected goods and collect the shops.

5. Product introduction, first enlarge the picture, then put the basic text introduction of the product, then put the detailed description of the product, and then put the brand description. Play the brand navigation map again, and ask questions and answers from customers.

6. For hot-selling goods, you must choose the content that customers praised before and put it in the position after the detailed description of the goods.

7. If you write a soft article, you must put it behind the favorable content in the form of customer feedback.

8. Place the best-selling commodity TOP4, which is classified as oil control, whitening and moisturizing.

9. Place a link to the service commitment.

10. Baby's shelf life is set to 7 days.

1 1. Window recommendation, only for the main products to be removed.

3. Standardized management of customer service questions and answers

Time: long term

Personnel: all customer services

Work: standardize customer service's answers to customer questions.

Content: 1. Save all the questions and answers frequently asked by customers in the past with TXT or WORD, classify and summarize them, and choose the most comprehensive and detailed answer as the standard answer.

2. For the standard answers that have been sorted out, it is necessary to be rigorous and thoughtful to modify the words and punctuation.

3. Add "pro" before all the answers, and finally add auxiliary words, similar to "what, where, ah".

4. Customer interaction

Time: long term

Personnel: planning

Work: Keep good communication and interaction with customers.

Content: 1. Awards are often held for customer experience articles. There is a prize for writing more than 200 words.

2. there is a prize for making suggestions. If you write more than 200 words, you will get a prize.

3. Super buyer show selection. Once a month.

5. Marketing promotion

Time: long term

Personnel: all

Work: mainly involved in shop activities and some promotional business.

1. Soft text.

Requirements: 1. The style of writing is seamless and natural. Just mention the brand or store name of the product, without writing a link.

2. The function of the product, the design of the store and the service should be dug from one point, and the rest should be stopped.

3. It's more true to make comments and criticisms.

Promotion channel: 1. Related forums, Taobao community, Baidu Post Bar, Baidu knows, Baidu space.

2.HTML's SEO optimization page is within the theme.

3. The information of the latest activities can be placed in the customer evaluation area of the store.

4. Super buyer show, you can arrange company employees to operate on different IP. Photographing the goods, a few days later, after the transaction is completed, the super buyer show is actually the marketing of soft text. And take the evaluation of the buyer's show, reward the first place, generally reward each contributor, and attract buyers to help marketing in the forum.

2.HTML single-page SEO optimizes Google, Baidu Baidu ranking and links to related products in online stores.

Requirements: 1. The selection of keywords should be based on traffic, customer conversion rate and high cost performance.

2. There should be a message board or forum in TXT format under the page. Publish various articles containing related keywords.

3. Exchange websites with high PR value as friendly links.

Three. taobao customers

Requirements: 1. Set up products and choose the best-selling products of the season.

2. Choose beautiful and clear pictures.

3. Choose goods with high sales records.

4. Try to set a higher commission ratio.

Four. Taobao training

Requirements: 1. Choose keywords with high customer conversion rate, and the more refined the better.

2. Set the maximum amount of * * in the delivery area and * * yuan per day.

3. Choose beautiful and clear pictures.

Five. Starting at one yuan.

Requirements: 1. According to Taobao's statistics, the top ten hot-selling goods in that month were classified, and some of them were selected with 1 yuan. In order to achieve the purpose of gathering popularity.

2. Update the product once a week. Launch 10 products at one time.

3. Products with a starting price of one yuan do not appear on the home page. It only appears in the unitary starting area.

6.super bully

Requirements: 1. Pay attention to new related activities every week and sign up.

Seven. The trial center.

Requirements: 1. Provide free samples to participate in the activities.

8. Comprehensive utilization of spike (limited-time discount), bargain hunting, coupons, group buying, 7-day shopping and other activities.

9. Jointly promote shopping recommendation websites and offline magazines. Similar to Taobao World, HITAO, word of mouth and so on.

6. Reputation multiplication management

Time: long term

Personnel: customer service.

Work: within the legal scope, quickly improve the reputation of the store.

For example: 1. The total price of six goods in continuous shooting exceeds that in 200 yuan, and the freight can be included.

If it is 2.200 yuan, you can send out samples of advertising products and need to take another photo.

3. The second piece is half price (equivalent to 75% discount).

7. Praise rating reminder

Time: long term

Personnel: customer service personnel.

Work: The customer makes an inquiry after receiving the goods and gives a friendly reminder for evaluation.

Requirements:

1。 The product comes with a store card to remind customers to give favorable comments, and score 5 points.

2. After delivery, according to the normal arrival time of express delivery, the customer service needs to call the customer to ask whether the goods have been received and evaluate the goods.

If satisfied, please give customers favorable comments in time, with 5 points for all items.

If there is a problem, no matter who is responsible, the customer service must apologize sincerely at the first time, then investigate the cause of the problem and give the treatment and compensation methods in time (the specific treatment and compensation methods need to be discussed and decided with the company leaders).

For example, if the logistics fails to arrive on time and the packaging of the goods is squeezed and deformed, after confirmation, you can give the store deduction voucher of 5 to 10 yuan for the next shopping deduction. For the specific dialogue process, please see the attachment: after-sales return visit process.

3. In terms of customer service, there is a middle-grade bonus of 100 yuan, and a bad-grade bonus of 300 yuan.

If the customer evaluation score is the same as last month, the customer service will get the corresponding bonus.

If the customer evaluation score exceeds last month. The bonus will be increased according to the exceeding percentage, for example, from 4.7 to 4.8, and the bonus will be increased by 100 yuan in the current month, and so on.

If the customer evaluation score is less than last month. The bonus is reduced according to the excess percentage, for example, from 4.7 to 4.6.

The bonus of that month is reduced by 200 yuan, and so on. If the penalty exceeds the bonus, it will be deducted from the basic salary.

Note: rewards and punishments can be decided according to the actual situation.

8. Member management

Time: long term

Personnel: customer service personnel.

Work: Targeted marketing for customers who have purchased products.

Content: 1. Establish a membership system, and ordinary members, senior members and VIP members have different preferential rates.

2. Use the APP plug-in to realize automatic membership management, birthday congratulations and special event notification.

3. Co-planners only hold preferential activities for old customers and appear in the member preferential area.

9. Commodity sorting management

Time: long term

Personnel: customer service personnel.

Features: Suitable for standardized products.

Content: 1. Search and compare whether the main products of our store are in an advantageous position in the three sorting methods of price, sales volume and word of mouth every day. If not, optimize and adjust them.

2. Use the plug-in in the APP STORE to see if the baby in the store has been downgraded. If found, delete it in time, and log in again after modification.

Preliminary plan for promotion in shopping malls (first draft)

Overview of company and product information

……

promotion policy

The main content of the work is to spread the culture, products, services and ideas of Suoyu franchise store to potential consumers through Taobao website, so that more users can purchase through promotion channels, and then realize their own sales purposes.

Promotion target

Through the extensive and effective promotion of Taobao website outside the station, the store and its products will be displayed in front of potential consumers to promote consumption, and through continuous maintenance and deepening, the store will occupy a certain brand franchise position in Taobao Mall.

Regional promotion plan and established goals

Taking Taobao as the boundary, the regional division is mainly divided into three parts: in-store promotion, in-Taobao promotion and out-Taobao promotion.

Part I: In-store promotion. It mainly includes keyword optimization, product shelf time, promotion activities of the whole store and some products. Its promotion methods are: full delivery, limited-time discount, with the package.

Title keyword optimization (popular keywords, styles, materials)

Format: material+style+product name+model+preferential information

Product shelf life

11:00-16: 00, 19:00-23:00, and release a new product every half an hour or so. (For the goods uploaded by Taobao Assistant at one time, you can adjust the best release time of its baby by manually loading and unloading.

Shop-wide preferential activities

(1) exceeds 500 minus 100. . (500 or more, 200 points and so on. )

(2) full? Yuan+1 yuan to purchase foreign exchange

(3) Collection shops (small gifts, or reduced by 1 yuan in cash)

(4) postage

(5) the whole audience? Discount (* * member price, VIP price)

(6) Cash coupons and red envelopes

Preferential activities of some products

(1) single product postage (other products are also postage)

(2) Buy product A and get product B.

(3) Pre-sale of new products

(4) Single item discount (VIP exclusive price)

(5) Limited time discount

Progress and goal: It is estimated that the adjustment and implementation of the whole store and some products will be completed in 10- 15 days.

Part II: Promotion in Taobao Station. The promotion in Taobao Station is mainly divided into three parts: stable promotion, short-term activity promotion and forum community promotion.

Steady improvement. Mainly refers to some professional promotion methods derived from Taobao, and pays a certain fee. Its promotion mode is relatively stable, and the transformation interval is also relatively stable. The main ways are:

(1) diamond booth

(2) Taobao training

(3) Super bully

(4) taobao guest

(5) Taobao code

(6) Promotion by Ali's mother

B. promotion of short-term activities. It mainly refers to participating in a series of limited-time preferential activities in Taobao station, which can bring a lot of traffic in a short time. The key is how to improve the conversion rate and attract customers to buy again.

(1) Buy guild advertising space

(2) Participate in various theme activities of Taobao (Mid-Autumn Festival, National Day, etc.). )

(3) One-dollar auction, dutch auction

(4) Super buyer show or buyer sharing

(5) "seconds kill"

(6) Group purchase

Some active gangs that have a great influence on Taobao and their registered addresses:

1, Taobao new member activity merchants help.

2 Daily Special Channel _ Recruitment Help

3 Taobao VIP recruitment help

4 Taobao Mall spike gang

5. Federal Supermarket

6. Taobao is cost-effective

7. Happy Taobao official gang

8. Taojianghu merchants and sellers help

9, mobile version of Taobao official help

10, submitted by the gang to the office-store

1 1, Taobao Mall official event registration

12, Taobao group purchase

C. Forum community promotion

Taobao community promotion (forum, try to send essence posts and hot posts)

Peach Blossom Newspaper (shoot products with visual effects, and then make pictorial with the release of some brands in this season to increase traffic)

Join a business alliance or some related gangs with high traffic.

Publish information in the preferential information area

Online stores promote their online activities.

Exchange and collect with each other

Establish your own gang and recruit members to promote it.

Progress and objectives: This part mainly promotes the stores in the shopping mall, aiming at attracting potential consumers into the store as much as possible, and needs the cooperation of other departments to turn potential consumers into customers.

Part III: Promotion outside Taobao Station. Mainly refers to a series of methods promoted anywhere except Taobao. Including SNS promotion, blog, promotion and a series of technologies.

Progress and objectives: It is more difficult to promote Taobao outside the station and within the scope than within the designated scope, and it takes more time to promote it. The effect is not too obvious.

Flow chart of online shopping or product promotion

The overall construction of in-store promotion and off-site promotion is carried out simultaneously.

Popularize the implementation steps and contents

(1) Understand the positioning, material, price and target consumers of the product.

(2) Combined with other factors such as product positioning, determine the preferential promotion activities of the whole store and single products.

(3) Promotion in Taobao Station is based on (1) and (2). The principle is: to combine the promotion with the existing activities to the maximum extent, without contradiction, so that customers can buy as much as possible and come back next time.

(4) On the basis of (1), (2) and (3), Taobao is promoted outside the station, so that stores and activities are known to more netizens and attract traffic.

Promote the arrangement and workload of senior executives.

Inside Taobao Station:

Outside Taobao Station:

Prediction and evaluation index of popularization effect

Reference:

(1) Taobao Station Evaluation Index: Looking at the source of potential consumers through quantum statistics.

(2) Number of participants in Taobao activities

(3) The number of forum posts and replies

(4) Others

Reference:

Promotion in different places: quantum statistics, looking at the source of potential consumers

Quantity and quality of positions.

Others.

(Clothing e-commerce brand = e-commerce team (sales)+clothing R&D team (cooperation)) E-commerce = skill+persistence.

Recent product promotion plan

1. Choose to promote the baby.

The baby you choose should be a seasonal product that conforms to most people's aesthetics, such as a T-shirt. Look at what everyone is buying at present, and then analyze the advantages of our product and the reasons for choosing this product.

2. Promotion and marketing of baby products

After determining the baby to be promoted, if the sales volume is zero, increase the number of views first. Do a good job in optimizing the title of the baby, set the time when the baby is on the shelf and the recommended position of the baby window, and our baby will appear in front of consumers, with a large number of views, increasing the purchase probability.

At the same time, in the process of stable browsing, we will arrange time-sharing and segmentation operation in the process of stable growth of browsing volume (the process lasts for two or three days, and the brushing amount is about 25-40). In this process, buyers will continue to follow up and reach a purchase.

Promote the use of tools. When the number reaches a certain level (such as 50 orders) and the number of views is relatively large, promotion becomes much easier. In Taobao Alliance, as long as the commission of seasonal hot-selling goods is slightly adjusted, it can attract savvy big amoy customers. They just need to cooperate with such products that are ready to go. In terms of through train, sales volume and evaluation are very attractive to consumers. In the case of rising sales volume, the through train has set the bid, and the rest is to sell products. The promotion amount of through train depends on the number of keywords, quality score and bidding; Click conversion rate calculation formula: click conversion rate = number of transactions/click volume X 100%.

Accumulated sales and a steady stream of popularity, Taobao official activities, handy.

Continuous traffic (from natural search traffic, through train traffic, amoy traffic, activity traffic) brings sales of other products in the store, so make connections and recommend them in time.