Taobao essence of marketingtext / pack Wen Qing made to grasp the essence of marketing, marketing is the essence of common sense, is the essence of the Internet and even Taobao marketing, marketing, core logic. Taobao core logic product search, recognize that this is very important. To do business we have three words: do marketing grasp the essence, doing business should pay attention to management, business and development to grasp the layout. From the perspective of enterprises, business development, marketing is the first one. What is essentially a marketing? Marketing is the essence of common sense, is the essence of the Internet and even Taobao marketing, marketing knowledge. This article can be divided into three parts: the nature of the Internet economy, the marketing challenge Taobao essence of marketing, as well as Taobao big sellers are facing and coping strategies. Nature of the Internet economy: an inlet flow across the Internet or e-commerce, it and the store are very different. For example, in Beijing Wangfujing will naturally have to open a store of people, but there is no natural flow of e-commerce, B2C is cash flow and even change the flow. But Nike Air Max Womens there are some companies that have traffic, but that did not make up e-commerce, which is Baidu and Tencent. Let me talk about Baidu. The winter of 2009, the newly established music cool days, cool days I will attack the game, today's result proved my prediction is correct at the time. Why cool days when I do not judge it? Baidu although some traffic, but the traffic is converted to an intermediate path, if the path is not designed well, the result is, in fact, Baidu's traffic flow and cool days not directly correspond, Baidu is not really cool days drainage. My friend wanted to buy a blood glucose meter, but not right on the Baidu search, Baidu which shows the path from search to conversion, there is no breakthrough in the convenience. Today, Baidu if they are not pre-empt, market-based e-commerce search traffic on again handed it up. Besides Tencent. Tencent has enough traffic, Ma with a pole QQ grow heaven tree, but e-commerce is no longer Nike Air Max 90 Hyperfuse out. As Tencent SNS, its traffic is closed. That is, if the seller shop on Tencent, Tencent flow will be controlled. On electricity provider Tencent do, very few sellers can attract a sufficient way a lot of traffic through their own strength. If and Baidu, Tencent, sellers need to think about how I used to flow, it is thought, rather than on the flow of quality problems, nor is the number of questions, how application traffic is a big problem. For Internet traffic, the entrance is a strategic, social is the G-spot. This is more critical for Tencent, I have been patted, can only sell more than one million a month, a large gap compared Taobao, 2015 Latest Nike Shoes because I really do not know what you can get traffic from Tencent place. So how to apply the closure of SNS traffic? First, the seller how it closed in traffic-intensive areas and to find the entrance to make themselves appear; and second, how to form a flow inlet sellers in the open section. This may be a more effective use of SNS seller approach. For example, SNS topic-core, topics, and the seller does not matter, when the flow is no more meaningful to the seller. If you let the topic or its game application, a number of design applications used for the seller, and the seller that is equal to SNS requires the ability to form an effective docking, even sellers can go directly to do some content. I think that today's Internet circle pattern there are three: the first is the content of laps, and later social circles, it is electrically district. This is a great fusion three times, you have me, I have you. How do the integration of the three, to address the needs and traffic adaptation issues, sellers need more in-depth thinking. Taobao Marketing: Cleavage is king Taobao core logic product search, recognize that this is very important. Many started from Taobao Mall sellers, often overlooked this point, or do not put this nature as a thing. They still believe that as long as Taobao have 10 or even 100 stores, store display by hard you can get traffic and sales, which store logic wrong. Shops and users do not have relations, we really know the product, how to allow users or users better find Taobao shop is benevolent. How to allow users to find the shop, it was said collection is king, some people say the experience is king, in fact, is the core of the explosion models benevolent. The first premise is that the explosion models of election materials, such as TV shopping has done to get the product done in the CCTV explosion models, these products have a market infrastructure; and second, the real analysis of the industry, such as electrical fields most kingpin What category is the category in which Nike Air Max 90 HYP PRM the kingpin of the product has what characteristics? Or, is not such a good growth of soybean milk products? From having a good growth in selected product explosion models, it is also very important. Taobao explosion models on three key: Lu three, gather the team, control the process. 1, 'Lu three' is a point of interest, you give consumers the benefits of where? '10th anniversary of the establishment of a promotion', 'two anniversary', this is not the interests of the point, the point is to give the value of the interests of consumers; the second is the time, hung every day, 'only this day,' the more the more specific point in time good; and the third is the product highlights, selected one of the best point of the product itself, not much. 2, Poly team where the main problem is the lack of people. In fact, in addition to doing the promotion of personnel need to hire an Internet experience, all other positions have to recruit staff to traditional business experience. If you say that lack of team experience how to do? Our approach is to engage the team as long as the big promotion, will be summoned to the owner of the company to participate in a large conference room, collective PK programs, collective prick, many programs are largely in the first round, a second round will be granted a mess , which forced the project team to do the program, when every effort to avoid the embarrassment of PK time too; the second to do customer service training; the third also have a corresponding KPI assessment, for example, there are 10 big promotion this matter It must be completed. 3, the control process is here mainly to talk about the trigger mechanism and methods explosion models. One is shock therapy. Easy to plot Electric had a 699 yuan to expand and promote Galanz, target of 3,000 units, but to 5:00 o'clock, sold only 600 units. Our approach is to immediately stop selling, while hanging a notice claiming that the product has been sold out, ask the user to look at time 8:00, if by that date will continue to sell the goods. As a result, from the 7:30 start, this microwave oven for one minute it was ordered with two speeds, shock is the result of a two-hour final sold 2,800 units. There is another, at some time come up with a product made spike, while the establishment of lucky draw prizes to stimulate users. In addition, the original sale sellers do are passive users find the door only to provide services, we are doing now is to examine possible problems in time, and then take the initiative and customers to communicate. For example, we can set the mechanism of goods sold to Guangdong Province three days did not arrive, five days outside the province do not arrive, we need to find out where the problem lies, active and timely communication clients with SMS. Special mention to the explosion models Product details page approach. First, the core selling point not more than three, to have brand story, to have instructions, washing instructions, must be received by users, it is best to match the head, or the authority of the expert testimony, to have the associated promotion. Related promotional price range we press into the associated lower parts association, the association top, Relevance bottom. For example, the price of 299 yuan push pressure cooker, then it should be associated with the above pressure cooker more than 399 yuan; and $ 299 lower than the associated pressure cooker must be associated with the difference in this category than, for example, soybean milk, rice cookers and so on. Do not focus on the difference in a category related to the user too much choice so no choice. After the big promotion done, the vast majority of Taobao sellers do not follow, or such a case, after the poly cost-effective, still with the original price to sell more than two days, these two approaches are wrong. Good practice in the poly-cost, raise prices, while continuing to do in-store promotions; do next train, train the best to do is to explosion models, under normal circumstances, to participate in a poly cost-effective after the first round three days, five days or so the second round of product sales will return to normal, this time to do train together cost selling products to promote, the only way to reduce costs, reduce the qualifying, output ratio was the best; to again Taobao customers make good use of incremental, said earlier in the flow are Amoy, Taobao passenger traffic will play as an external overlay effect, since a lot of Taobao customers based word of mouth marketing, there are several benefits from the side and said: reputation will be larger the magnitude of the rise, shops and product opportunities will be a lot of praise exposure. Finally, talk about how to manage the flow of Taobao. Flow several points: ad traffic; into traffic, in this train, Taobao off, diamond booths are all charges, but the conversion rate instability; activity flow, such as Amoy gold activities, poly cost-effective, and so on; small second flow, responsible for the operation of Taobao small two have a lot of free traffic resources. Sellers can look at the traffic in the proportion of the company's overall traffic, as long as certain criteria to set up a dedicated traffic Air Jordan 13 manager, traffic manager at between three types of mechanisms to implement race - to do good prize, do not you penalty. Each flow manager to give him the budget to do the deployment, conducted by ROI evaluation; the other to differentiate products, echelon cover, for example, I do home appliance products, our company has four product lines, each activity for different products, which It is not the way. Taobao big sellers challenges and coping strategies through the background data analysis, I recently observed three new phenomenon. First, the rapid growth of 4,6 level customers, namely the county, town, village these three markets, the growth rate is faster recently, this is probably because a good buy appliances, if you go to the provincial capital and largest city to buy not only the high cost And the price is expensive, farmers are now able to buy in the village over the Internet better and cheaper products, so naturally I buy online; second, the self-rate of more than 7 percent, the self is not Want contact customer service directly purchase, this ratio is very high, counseling several clothing and ornaments large sellers found the same phenomenon; the third, scoring as low as two percent, which means that buyers are willing to give you the number of shops to write a review score of less than 30% or even lower only about 10 percent, where you can come to a conclusion on Want to chat with you customers, is the future shop will write a review score of customers, therefore, is more critical than ever before Want Service. Taobao big sellers first challenge is the whole enterprise management throughout the company management was not standardized, it is very dangerous, some big sellers team to more than 100 people are not really business as poor management. Then the business where some latitude should be managed? The first is the basic skills management: KPI performance management, IT systems, personnel echelon. KPI management put the company's values in an important position, to the person is well, things will certainly be able to do; IT systems are very important, and a thousand single day when there is no strong IT system can be, but three thousand single day when there is no IT system will be a big problem. Business development strategy in the middle portion, including CRM (customer management relationship management) and SCA (organization), these two elements should be said that basically able to determine the development Jordan Spizike of enterprises. Beyond that, many companies do not pay attention to corporate culture management. Many managers believe that corporate culture that I find a few similar management goals, mission, vision and other more nice words to motivate employees on the line, in fact, this is wrong. Corporate culture management, first of all bosses have faith, from the ground up to break down every step of the company, all the acts are to achieve longer-term goals, there is no belief system is not long, and the lack of cohesion for the employees. Second, the big sellers will face challenges of logistics. Taobao short board is logistics, Taobao has yet to play out the characters of their platform, a good integration of social logistics resources, resulting in a large sellers to fend for themselves. A program easy to plot in the logistics aspects of the design of electrical appliances, for readers reference: we built a central warehouse, then 6 provinces in the country to build a regional warehouse turnover, this operation is such that, for example, now has 1,000 single shipment, we first put each package packed, and then divided into three containers, subdivided three courier company sent to Shanghai in the evening turnover warehouse, and then notify the courier pickup and distribution to the consumer. As a small business, this model is I think the best solution in logistics. The third challenge facing the big sellers, customization trend is beginning to emerge, the reader can refer to the report of the Alibaba Group research centers. At present, the individual needs of online shopping population is growing, from to meet individual needs through a variety of goods to the 'standardized commodity + personalized service,' and 'modular + customer self-service,' we believe that this is products to meet the individual needs of online shopping population is a necessary step. Challenges for the individual needs, I give advice in four areas: 1, Logistics Cluster service, different regions adopt different logistics services, some regional requirements of the logistics of speed, how to make delivery faster, and some regions are packaging requirements less broken rate; 2, customer classification, customer classification in what latitude division, every business has its own method, for example, is divided according to the purchase amount, or in accordance with the purchase frequency, Nike Blazer Womens or in accordance with the user to important points, regardless of What dimensions must have their own method; 3, function module customization, such as the introduction of various functional modules of HTC phones, which the seller can learn; 4, the last point, the concept of custom-made products, where possible, B2C is actually realized One way to customize the product concept, through their own B2C, products can be divided into stereotypes products, custom products, customizable products, which belong to the company's own product customization concept.