Why does Taobao develop "content operation"

This year, Taobao has always stressed that the future development direction is to do a good job in community operation, content operation and life service operation! In view of these three directions, many sellers may only have a vague concept in their hearts and have no real understanding or understanding.

What does community operation mean?

Now all platforms that can attract fans are called communities. However, community-based operations can be defined as two types: one is to establish or use communities to facilitate transactions, such as Sina Weibo, and the circle of friends of Weitao and Xinhe Wang Alipay, and use the interaction here to facilitate transactions! Second, organizations and services for specific groups, communities, as the name implies, social areas, such as a shop, only serve the group of square dance aunts. That is, to make the positioning the most exquisite.

What does content operation mean?

What kind of operation did we have before? It belongs to product operation and technical operation! So what is content operation? Content can be called fun operation or characteristic operation. All the means that can make customers feel that you are selling products with emotion are called content operation! Most of them are in-store interactive and novel activities!

What does life service operation mean?

For example, WeChat is not profitable by sending messages! Sending messages is free! Therefore, Taobao advocates life service operation. Taobao is not only a platform for selling goods, we can provide some free and useful services to merchants! For example, a clothing store will find out how to dress in Tao Wei every day, which is very popular in various cities now. For example, a food store will introduce some delicious foods and what tastes every day. This is a service. But think about it, the customer has been paying attention to your information, and your store has penetrated into his brain. Are you still worried that you can't sell the goods?

But where should these three general directions start first? Don't worry, in fact, these three directions can be summarized into one. We are the easiest to operate and the fastest to get results is content operation! Remember these four words, which will be frequently mentioned by major institutions in the future-content is king! I heard that products are king and traffic is king before, and content is king in the future!

Why should Taobao develop content operation?

So let's take a look first. What are the advantages of Taobao platform compared with other shopping platforms? Is it omnipotent? Yes, this is everything. So what is missing, the answer is, lack of traffic! ! !

Taobao still lacks traffic? Of course, what Taobao lacks most is traffic. Why do you say that? Remember, whether a person or an enterprise is good at it, what he is best at is what he lacks most. It is not often said that, for example, Tai Sen, the boxing champion, is his boxing better? For example, Faye Wong, if her singing is better, will fans like her better? So if Taobao has more traffic, is this platform more profitable? Because Taobao's traffic has reached the bottleneck, basically everyone who can register Taobao has registered. There are two major directions to be done at this time: one is circular drainage. Second, retain customers.

What is circulating drainage? It means that once a customer goes to Taobao, it can generate a lot of traffic. The direction of Taobao is to let this customer go to Taobao more frequently and generate more traffic! This will teach circulating drainage! Taobao can't do this, and they can't do it, so they gave the task to the merchants, and they have already released their words. Whoever can do content operation will support him and make him rich. Taobao's hidden rules have always been like this. You cater to my direction, obey my play, serve my market, and I will make you rich!

So how is the traffic generated? It's content, content generates traffic, traffic generates transactions, and transactions generate profits! Therefore, our direction is to generate content! That's what I said above. In the next few years, the requirements for technology will be lower and lower. Whoever makes money in the early stage will make a fortune. By the mid-term, everyone had done it. Then whoever has good skills and rich experience will make a fortune. When the bottleneck period comes, whoever can innovate and break through will make a fortune, and it will no longer be the world of technology flow. Taobao is in a bottleneck period today!

As the saying goes, Taobao's development of community-based content operation at this time is inseparable from the current situation of the Internet. Nowadays, network celebrities flock to Weibo, the WeChat fan economy is rampant, and the Wechat business war is everywhere. These have a profound impact on each of us, and we are all inadvertently changed by society. Therefore, Taobao platform should also change with the trend.

There are still many businesses obsessed with technology, what to optimize the title, and when to go up and down! What's the use? What about the result of your optimization? ! Watch me land for you! ! !

Content operation mainly relies on pictures and words to stimulate customers' needs, so as to achieve the purpose of transaction.

Part of it-copywriting! The importance of copywriting must be clear to everyone. Why spend a lot of time writing a copy without any effect? How much do you know about these skills?

For example, a clothing seller, the literary copy "You should be happy when you put on clothes" (which makes people feel very interesting), and the sensory copy "Here, you will meet another self" (full of fantasy, how beautiful can you be? )。 It is expected that the scene copy "in fact, you are more beautiful than he imagined" (well, I just wear it to him, I think so), and the attack copy "excellent quality is self-confidence! If it doesn't look good on me, I'm willing to use the amount you bought plus 10 yuan to buy clothes, and I'll pay the freight, and you can keep the gift "(the quality of the clothes is absolutely impeccable, and the owner's confidence is bursting).

For example, many businesses with accumulated sales of tens of thousands always like to write "sell 30 thousand pieces" Is this really good? Then I'll change it to "the choice of 30 thousand people can't be wrong", which can better improve the transformation?

For example, some food sellers often use the slogan "authentic, genuine" so that customers will think you are authentic? Then I'll change it for you. "You don't have to buy it, but don't say I'm not authentic." This is an unpleasant copy. What will consumers think after reading it? This house must be authentic! Why do you feel this way? Because the customer hasn't bought it yet, there must be evidence that he is not genuine. If you don't buy it, what makes you say I'm not authentic? There was no evidence but that he was genuine, so I finally chose to buy this one. This replication takes advantage of the automatic brain filling behavior of the client. What is brain repair? It means some seemingly defective copywriting. The customer's physiological reaction will automatically repair this defect. When people see such a copy, the brain will automatically repair the defects. And the copy I just quoted is flawed. If we make up this defect, it will just achieve the effect we want!

Then, Jenny introduces some interesting content operation methods here.

First, painting in disguise.

This method is mainly to improve the conversion rate and reduce the refund rate, which can double your current conversion rate, but there must be gifts. I treat clothes as chestnuts and towels as chestnuts. Remember that there must be a market for gifts. Pay attention.

The first step: the main picture can add attractive copy appropriately, such as: don't be careful, I'll send you something. Then the introduction of the above fold on the details page is as follows: Out of our full confidence in the product quality, and in order to thank the new and old customers for their support, we will present a beautiful scarf with a scarf map to all customers who buy today. Moreover, even if you are not satisfied with the product in the end, we will give you a full refund, including the round-trip freight. This scarf is non-refundable. We will give it to you, because it is our fault that you are not satisfied. If you are not satisfied, we promise not to spend a penny, and we will send you a scarf as compensation! Ok, the copy is roughly like this. With this, some customers were relieved of our confidence, so they placed orders. Some customers placed orders because they moved our service, and some customers who were smart enough to ask for scarves also placed orders. Actually, we won.

Remember, when the customer receives the refund, pay him in full, let him confirm the receipt and give him a 5-point evaluation, and strictly control the refund rate! After reading this, do you think the shots before A and B are weak? Ok, I like to use it.

Second, the installment repayment method

This method is suitable for merchants with slightly higher unit price. Well, before it's too late, first of all, write a copy on the main picture: you pay by installment, and I'll repay it! To attract customers, and then the above discount introduces the gameplay in detail: the store celebrates the X anniversary, especially giving new and old customers a free trial. After you place an order today, please join the group (with the WINXIN icon), and then we will refund you 10 today, that is, 20% per month. In other words, if you place an order and pay 100 yuan, we will divide it into 65438+.

Well, this kind of power comparison can be known without trying. High conversion, rapid ranking improvement, single item explosion, installment repayment can also reduce the pressure, and later profit is a trivial matter. Moreover, this virtually stimulated the activity of customers, and old customers were also maintained. It is a piece of cake to ask them for help in the future, and everyone knows it.

Third, picky promotion methods

The main picture directly says "you find fault with me and reduce the price", and then introduces the details of the game at the top of the fold: for example, there are several typos in this baby description copy. Come and play together if you are interested. If you find a typo, I'll give you a discount in 5 yuan. Remember, you need to register with customer service before opening the search. Remember that it takes 3 minutes. Multiply the number you find by 5, and you can buy the baby below the cost price at the highest. The activity is limited to today. Like the wrong time. I found one for you. Sign up if you want to play.

This way, consumers have a strong sense of participation, and they will read your details carefully. The stay time will definitely increase and the jump rate will definitely decrease. Even customers who don't want to buy it, even if they are passing by, will try it, because they are curious about how much this baby can be bought and how many typos you have. But you have to believe that everyone is not afraid to pay, but nothing can be gained after paying. Once he has read your description carefully, but pay attention: you need to control it. Even if the buyer finds all the mistakes and adds them up, it will only let you break even, so you won't lose money.

Fourth, trade-in method.

I used this method to make several explosions, but I also received a lot of clothes and donated them to the disaster area! This method is not suitable for some categories, but most categories are still very interesting. The main picture says: bring back your old one and give it to me for a new one. Just below the main picture, put a row of red letters.

I take clothing as an example! Then it was written on the details page at the top of the fold: cherish the environment, prevent waste of resources, and recycle resources as much as possible. There must be old clothes at home that you don't like or want to wear. So today, we give you a chance to take a picture of your clothes and send it to us. We will give you an estimate, and the old ones will be replaced with our new clothes. You can choose from the whole store and make up the price appropriately. Most of us donate money to the disaster area (indicate the address and the situation of the disaster area, and be sure to be true. When I made it, some customers sent a lot directly, and later they often bought clothes in our store. Check in the closet. If you don't want it, trade it in for a new one. This year, we only do this activity. We can't invest too much! Please understand!

I don't think it is necessary to try this method. You will feel it when you listen. If you meet such a store, you will want to try it. Why? Because this method solves two problems for you: first, the price of new things is reduced, and second, the trouble of old things is solved. This is the actual case of content operation.

Five, relay marketing method

General copywriting can be written like this: new product promotion (or store celebration, find a boo-boo). For the customer who placed the order today, if you introduce the customer to place the order within 10 days after confirming the receipt and giving the photo evaluation, or you buy it again yourself, then we will refund 50% of the amount of your last order (if you play hard, you can get a full refund, and the refund amount depends on your strength and the price of competing products). This activity is only for you. This kind of gameplay will give customers a strong sense of participation. As long as they place an order, they will try their best to get the second order, and when they finish the second order, they will try their best to get the third order. Some customers even began to sell their products in the circle of friends and get kickbacks for a long time.

Everyone participated, and as a result, this baby became an explosion. Enough! Enough! The above case seems simple. Have you ever thought about how this evolved? Is it actually buy one get one free? Yes, buy one and get one free, but I gave the design away. What is the difference? The difference is that, for example, if you buy one thing and 80 yuan gives you one, the customer thinks that the value of your thing is at most 20-30, and he just spent 80 yuan to buy you two pieces, so those customers who don't need two pieces for the time being are likely to be lost. That's why many businesses still have no effect after doing the activities of buy one get one free, so it's better to cut prices directly. However, by doing so, the value of the product has not been reduced, and it is still 80 yuan, and it has given customers a strong sense of participation. Moreover, in contrast, the repurchase rate has increased, which can well prove that the product market demand is high and the ranking will definitely rise.

The content operation is also very wide, and the space is limited, so it is impossible to list them one by one! Here I'll give you a few ways to play micro-Amoy. Now some shops with a little fans are playing micro-Amoy, which is undoubtedly one of the biggest breakthroughs. Similar to the previous Gai Lou game, the answer game and solitaire game are not mentioned today. Give you two new ways to play.

First, the guessing game.

Send one every day for the first three days, and the content is different. For the first time, I only sent pictures to ask everyone, such as the one I just bought from Guangzhou, which is said to be the most popular model. Does it look nice?

The next day was something like this: "I'm going to recommend this one to you, and it will be on the shelves tomorrow." Let's talk about how to give you old customers a discount first. "

On the third day, "I decided to give you a discount on this new product. The first one is free, the second one is 1 yuan, the third one is 9 yuan, and the fourth one is 19 yuan, and so on until the original price is restored. Parents in need come on." With this notice, the breakage of new products is no longer a problem. Still playing this way, Tao Wei sent a new notice to let them guess the price, and each person was limited to one time. It is only the first time to guess the price many times. If the price is exactly the same as the pricing, it can be exempted from the bill. Then the people closest to the pricing can get a discount at the selling price. If you do this every time you go to Xindu, it will be chaotic.

Second, the task of playing

A set of numbers appears in my shop every day. This set of numbers is either on the front page or on the details page. Here I only publish the first three digits and the last three digits of my number. You should find the middle number and send it to the customer service on Want Want. If I find a friend with the right number for 7 days in a row, I will send a dress worth XX yuan (or half price, the discount is up to me). Today's number is 123XX456. Go find it, remember to send it to customer service, and then leave a message on Tao Wei: The task has been completed! Don't leave an answer in Tao Wei, so others will know the answer.

On the seventh day, the top three (according to their own strength) who completed the task first will be rewarded. Here you can give out your reward clothes, and you should be able to calculate and control them. This dress just came off the shelf that day, which can give the baby a lot of weight. Winning customers take pictures of the baby first and get a full refund after receiving the baby!

This is the actual operation of content operation! Often asked by merchants or operators how to improve execution. There are always a lot of things to think about, or not to do, or to delay. In fact, a person's future development depends on his self-control ability to desire. If you can control your diet, sleep, laziness and complaining! This in itself is a kind of strength.

Every day, friends give up and people join. How to play well? You can't just focus on the brush in your head, you must master a set of systematic operational thinking, how to analyze data, what data to analyze, how to better lead the flow, how to better improve your transformation and so on. If you really want to do well, join this penguin research. There are free classes every night. The top three are 208. The middle three are 934. The last three digits are 73 1. I believe that if you want to be a good friend, learning more knowledge will never hurt you. How do others play? In fact, many people are also at this level. If you learn, you will be one step ahead. Then let's talk about what you usually need to learn.

We must remember that everything you want to control is actually controlling you, so if you want to have strong execution, you must first knock yourself down. If you do this, I believe your career will flourish, not to mention the operation of Taobao shop. This is only a small part of your career. Without exploration and execution, everything is empty talk! I hope that Taobao sellers can maintain their execution, cross the threshold, and finally look forward to time!