How to open a shop in Taobao? What's the difficulty?

Nowadays, the Internet era has led to the rise of many industries, such as e-commerce, among which JD.COM, Taobao, Pinduoduo and Amazon are all relatively large platforms. Many businesses are optimistic about this opportunity and have settled in these platforms. Today, we will take Taobao as an example to explain how to open a shop in Taobao.

How to open a shop in Taobao 1? Before opening the store:

A. Registration

Member name: the name is very important, and a distinctive name can make others pay attention to you and remember you; How to become a feature is a matter of opinion. Taboo is a long English name or a string of meaningless numbers. We are all from China. Although there is no shortage of English, I believe that most buyers of Taobao are just like pig brain (if pig brain is wrong in this regard, please write to me), and English is not very clear. To me, a string of letters, like a meaningless number, may not be remembered after reading it n times.

Name a few unusual names:

Pig brain plug (hey, make me narcissistic, don't hit me. Oh, it's already a pig's head What else do you want? )

He doesn't look like a good man (a colleague of mine, whose name is really amazing, made me remember him at first sight, and I would go to his shop to step on his footprints if I had nothing to do)

Tingting's name, like the name of the store, is a bit like fatigue bombing, but I really made it easy for me to remember her.

Password: I won't say much about this. Everyone should pay attention to safety. The password is preferably an unordered combination of English+numbers+symbols, preferably 16 digits.

Become a member of Alipay: Alipay = Facaibao. This is a good thing, it will bring all kinds of convenience to your online transaction, and it is free. Long live freedom. Check (become a member of Alipay) when registering.

B. Apply for certification

Apply for authentication: a small action only needs a few mouse clicks, but it takes a long time to wait patiently. It is best to use a digital camera or scanner to take (scan) your ID card and upload it. Although there are fax ways to upload ID cards, sometimes the quality of faxes is very poor. Many people have tried to send it n times, but it is still very vague and the certification is not good. Most sellers have digital cameras, so it shouldn't be difficult to take clear photos:)

Taobao University: It takes a long time to wait for certification. What should I do during this time? It's time to do market research. There are many things to learn before opening a shop. Taobao University is a good place. You need to consider not only the source of goods, but also the price, transportation, after-sales and other issues. These questions can be answered in Taobao University, and it is also good to learn more from the experience of some predecessors.

How to operate Taobao First of all: What does the operation do? -I think different teams have different understandings of this issue at different stages of development. Broadly speaking, operation is to solve the following three key problems: flow, conversion rate and user viscosity. In a narrow sense, operation is to solve the two problems of conversion rate and user viscosity.

The general understanding of these three points is as follows:

Traffic: Take people to the store.

Conversion rate: let people who come in buy things.

User viscosity: let people who have bought things often come to buy them in the future.

Note: In addition to defining operation as solving three key problems. There is another way to understand it. Operation is to solve the end-to-end problem between upstream products and downstream customers, so mastering products and finding out customers has become another operation idea.

Let's not talk about theory. The following shops are owned by a friend and sent to me recently. Let me give them some advice. Then I will talk about my thoughts on Taobao's operation in combination with specific stores:

First, the flow.

My friend didn't give me the store account password, so I can't start the traffic analysis of their store, but to solve the traffic problem, I can still talk about which work is broken down through my thoughts:

In the upper part, there may be some details. You can also send friends to help me supplement.

Second, the conversion rate

Before analyzing the problem, I also list my thoughts.

There may be many ways to improve the conversion rate of stores. According to the different work contents, I can be divided into three categories: one is product design, which can also be understood as product mining and packaging; The second is shop decoration, which is easy for everyone to understand. Taobao sells words and pictures, so shop decoration is a big problem. The third is activity planning. Good products, good page display and, of course, attractive activities are easy to generate the fastest purchase.

Let's talk about my friend's shop in detail.

1, Shop Home Design

1) main color: the main color of the front page of the store is big red, and the overall effect is somewhat similar to that of Xiao Ye perfume. It is understandable to attract attention and gather visual focus with striking red. However, considering that it is hot in summer, warm red rhubarb easily makes users feel irritable, resulting in a high bounce rate. In contrast, the green tone of Fangcaoji, the gray-blue tone of Royal Mud Workshop and the blue-green tone of herbs are all better, making users look fresh and comfortable. In fact, this kind of focus map effect similar to this store's above the fold is very friendly. Therefore, it is suggested that seasonal factors and climate factors should be investigated when designing the overall style of the store.

2) Classification module: the product classification structure of the store is chaotic and the content is incomplete. And this section is a very important part. European and American users prefer to use the search function because their nation is more personalized and adventurous, while Asian users prefer to use the fixed path of category navigation, seeking common ground while reserving differences and relying on the known. Therefore, good classified navigation will greatly enhance the user experience.

So far, I am still a layman about cosmetics, but I think the classification of cosmetic products needs to be cut in at least the following dimensions: first, according to functions, there are skin care, make-up and hairdressing; Second, by gender: only for men, only for women; Third, according to skin type: oily skin, neutral skin, dry skin; Fourth, according to the brand, L 'Oreal, facing the store, proper herbal medicine, etc. Fifth, press popular keywords; Sixth, according to the price range. . .

Some people may say that the category column on the left has a detailed classification. Is it necessary for other banner locations to have such a detailed classification navigation module? My answer is, yes.

If you don't do this classification. For example, I am a person with oily skin, and I haven't seen products or keywords related to oiliness for a long time. Then I may not be interested in browsing again and just close the webpage.

3) Frame layout. In terms of frame layout, more consideration should be given to users' browsing habits. According to Google's eye tracker test report. When users browse the web, the customary path is from top to bottom and from left to right. On the whole, it is an "F" hot spot. Therefore, these aspects should also be taken into account when designing the layout of the store homepage. This store, Tomato Beauty Salon, obviously didn't take this into consideration. Below three screens, similar modules are basically stacked repeatedly. For example, in the picture below, the two pictures are stacked so close, which one is for the user to see?

2. Problems existing in single-page design

1) baby title: I'll take the one with the highest sales volume in the store as a case. The title of this product is as follows:

Ceaphil/Stafu Shute Skin Mild Facial Cleanser 1 18ML Cleaning/Allergy-Resistant

First of all, say a common sense. Baby, the title is not a simple description of the product. Baby, every keyword in the title is a path. This path can establish a channel connection between strangers and their products when users search. Therefore, it is the right choice to choose hot keywords with high matching as baby titles. Let's take a look at the daily search volume of each keyword in this baby title in Taobao.

2) Product introduction: The order of product introduction in this single product page is as follows:

Product description-what you need to know-product picture display-brand introduction-star recommendation-effect evaluation-user experience feedback-product details display-hot record

When I read the whole page, my mind was in a mess, and I found that I didn't put in much valuable information. Is the content not enough? No, that's enough. The problem is that there is logical confusion in the display order.

When you recommend something to me, you should first tell me what you are (brand) and what you do (efficacy). If I feel interested, I will ask if this thing is genuine (qualification certification) and who else is using it (hot recording). Finally, you persuaded me to buy it, but I have one last question. How do I use this thing? (Use needs to know)

Combined with the above thinking path, I suggest that the content of a single page should be introduced according to the following steps:

Product description-product picture display-product details display-brand introduction-effect evaluation-celebrity recommendation-user experience feedback-hot record-use needs to be understood.

In addition, the single-page pictures of tomato beauty salon are too unprofessional. For example, as shown below, it feels very cottage.

3. The design of the diversion page.

I want to say two questions on the diversion page:

First, different types of products should use different single-page templates. Different single-page templates have different diversion modules.

Why do you say that? If all the items are clicked in the same diversion module, it is different from someone who wants to enter the mall and you force him to send leaflets at the door. Actually, it should be like this For example, for clothing sellers, pants products should be placed in the diversion module of jacket single page, and men's skin care products should be placed in the diversion module of men's skin care single page. The shunt module of oily skin care products should recommend some other products suitable for oily skin, and so on.

Second: the products of diversion module actually have more choices than the shopkeeper's best selling and special spike group buying.

For example, a single-page diversion module is divided into two positions: above the baby details and below the baby details. In a single product page of facial cleanser, what can be put in the diversion module above the baby details? I think in this position, you should tell the customer that after buying this facial cleanser, you can also buy the following matching toner and cream. Baby, what can I put in the diversion module below? I think customers may not be interested in this product when browsing here, and may miss it. So here, we can tell him that if you don't like this facial cleanser, you can also choose other brands with higher cost performance.

Generally speaking, the diversion page module does not simply push its best-selling or special products to customers. If so, affiliate sales will not be promoted at all. I think everyone has heard of the case of beer and diapers in the supermarket.

There is a saying that affiliate marketing is not to find the same product for different buyers, but to find the same buyer for different products. This sentence is a bit roundabout, and everyone slowly understands it.

4. Activity planning.

I think we can sum up why the products are good and need activities in one sentence. In the concept of China people, shopping is not to buy cheap things, but to take advantage. There is such a case: the normal daily sales volume of a certain brand of toothpaste in a supermarket is 2000 boxes. On one occasion, they held a sales promotion, which only reduced 50 cents a day. Results The daily sales volume of this brand toothpaste was 10000 boxes. Is it really cheap for consumers? Not necessarily. A box of toothpaste can be used by one person for one month under normal circumstances. In other words, the supermarket reduces the price by 50 cents, which is equivalent to saving 50 cents for everyone every month. Is it more than 50 cents? If I say that there is a dime on the ground for you to pick up every day, 3 yuan a month, it is estimated that few people are willing to pick it up. Therefore. Shops often plan activities just to make consumers feel that buying things from you is cheap.

In fact, there are many options for store activity planning. I fall into the following four categories.

First, regular marketing activities: for example, how many packages there are each year, such as receiving and sending red envelopes and coupons.

The second is the theme series activities: such as weekend shopping, weekly spike, preemptive purchase of new products and so on. Promote the return of new users and the accumulation of old users through the continuous form of the first quarter, the second quarter and the third quarter. It is equivalent to giving customers a little hope every week.

Third, node promotion activities: such as Valentine's Day, Thanksgiving Day, National Day, summer vacation, etc. , can be packaged into activities. The activity forms are flexible, full reduction, full delivery, etc. For example, I want to "price" you on May 1 day, "price" the concentration camp in summer, and so on.

Fourth, gimmicks and promotions: many shops have played this game, such as grabbing the crown special price, the shopkeeper moving to clear the warehouse and so on.

How to get customers to go back to buy things or go to the picture first? Throw out my ideas first. If some experts feel that the content is insufficient, they can also add them. In my opinion, to solve the problem of user stickiness, we need to start from the following aspects:

1, cosmetics consumers have a characteristic, that is, in addition to shopping, there is also a need for communication and sharing. NALA has done a good job in this respect. Effective management through QQ group. Give customers a free communication and sharing channel.

Except QQ group. There are also Taobao shop gangs, which can be fully utilized. Turn the shop gang into a small forum and a small community. Meet the needs of customers in this regard. In addition, shop assistants can also supplement some professional knowledge in beauty and skin care. Do the output of information content. Improve readability.

Furthermore, it is to use the hot Weibo to do CRM. Increase the stickiness of users through online communication and interaction with customers. Improve the repurchase rate of customers.

Unfortunately, my friend's shop didn't pay attention to these two aspects.

2. For users on Taobao, store loyalty is very low, so how to build your own loyal customer base? I think it is very important to use the after-sales service card well.

Generally speaking, after-sales service cards are understood by most people as return orders. In my opinion, it's not only that simple, but also a lot of articles to do. A beautifully designed after-sales service card can make users fondle it, and can also be used as a bookmark. It increases the "conversation" time with users, that is, it increases the possibility of users coming to the store again. Don't make a deal with a customer and then disappear completely into his world. Learn to tap the lifelong value of customers.

In addition, if possible, this after-sales service card can also be printed with the claim code of the store red envelope, or it can be directly used as a one-month package card, so that customers can have a little surprise when they receive the goods. It also greatly improved the return visit rate and repurchase rate of the store.

To sum up, what does Taobao do

First, increase store traffic through operational means and reduce the cost of obtaining store traffic.

Second, through marketing planning and store design, improve the conversion rate of stores.

Third, through CRM, increase the loyal customers of the store.