How do new products cause explosions?

As a small and medium-sized seller, it is difficult to create explosions. Compared with big sellers, the brand influence is not so great, there is no strong support from official resources, and no old customers have accumulated a lot of sales at once. As a small and medium-sized seller, it is a long way to go to make new products explosive. Here's how I organize new products and make them explode. I hope it helps you!

There must be many questions here. Why does the new product explode? Here I will explain to you why it is a new product. Because there are too many homogenized treasures in Taobao now, in front of thousands of people, his support for new products is the biggest in the first two weeks. Then according to the data of the first two weeks, I'll give you the traffic of the last two weeks, and so on? . Your previous efforts directly determine the traffic behind you. This is why we should make new products, because the weight of new products is the easiest to control.

I'll tell you how to plan two weeks before the explosion.

First, make a first picture and a detailed page on Taobao, as unique as possible.

This is the root of Taobao, because it is closely related to your click volume and conversion volume, but it can't be done well. Even if you rank first in the future, your traffic and conversion are limited.

How to judge? Taobao can search for pictures now. You can search the main pictures you made and see the search results that appear. As few as possible, it is best to be unique.

Therefore, I have always suggested that whether you are doing distribution or taking goods from a stall, you must take your own photos and make the first picture yourself. Then as far as possible, from the product implantation, background, model posture, copy content and other aspects, show the differences with your competing products. For example:

All the models are standing, one of you is sitting, and everyone is lying down. You have a standing face, and everyone else has a side face, so you keep a straight face and so on. Of course, you have to consider the problem of transformation. For example, the click rate in the middle will definitely be higher than that on both sides.

The design of the details page should also have its own logic as far as possible. Don't copy others', and you can add points to the search engine at the level of new products.

Second, the title writing

Never copy other people's titles, and never directly use the packet titles given by the manufacturer. The topic must be written by yourself. Because you plagiarize the title, others will definitely carry more weight than you. So how do you judge whether your title is a good title with low similarity? Just copy your full title and search in the search box. The fewer search results, the better. Then look at the picture below, there is a scarlet letter, and the scarlet letter is the key word you think, or highly consistent, then this is a good title.

Look at the picture, there is only one baby, and the scarlet letter is the key word, so the title has a high weight.

Third, attributes

Whether a new product is new or not depends not only on the same model, but also on the similarity. Except for the first picture, the main criterion of similarity is attribute. If your baby and other people's babies are the same in important attributes (even all attributes are the same), then it is difficult to determine that you are a very new baby. Of course, for standard products, many attributes are fixed, and we can't fill in the attributes by mistake, but for many non-standard products, there is still a lot of room for optimization. For example:

Looking at pictures, fabrics, brands and colors is actually an important attribute for clothes and an important symbol for search engines to judge whether they are new or not. Brand, if you are an offline brand or have your own clear brand, there is no way, but if many people take the goods directly, baby has no brand at all. At this time, you can write with your own store brand. Article number, especially distribution, many people will directly use the manufacturer's data package, so the article number must be the same. But when you think about it, the article number is the same. Can it be a new product? Here you correspond yourself, and then make up your own article number. Color, some people say, I am black, I can't write other colors! Note that there is a custom color in it, which is black, yes, but can you write one? Hyun hei 00 1? Everyone knows it's black, but it's not easy to have one with the same color as you on Taobao.

The first two weeks of new products need to focus on indicators.

1, click rate

New products will have an evaluation period, because search engines don't know whether you will be popular or not, so they can only let the market test them, so they will give you an evaluation period (because they can't always give you opportunities). During the evaluation, let's see if we can pass. If it passes smoothly, it will continue to give you opportunities and increase; If you don't behave well, I'm sorry. You have to give others the opportunity. Therefore, the first two weeks are very important. Be sure to make a two-week data table here. Look at the picture. If not, you can see my introduction at the end of the article. There are ways to get it. Generally speaking, the evaluation cycle of new products is four off-shelf cycles (one month), but for some highly competitive categories, such as clothing categories, this evaluation cycle will definitely be shortened, so we think the first two weeks are the most critical.

To operate according to the plan, the first thing is to show it. Be sure to look at the click rate after exposure. If the click rate is not good, you must look at the price and your own main picture.

The path to view the click rate is as follows:

If the click rate is as low as 5%, otherwise it will have a great impact on the existing rankings.

2. Exchange rate

After you guarantee the click-through rate, the conversion rate is an indicator that should be paid close attention to. And with the increase of your basic sales and seller's comments, your conversion rate will increase slightly, so your baby will give more and more support. So how do we control the conversion rate? Look at the picture below:

Our conversion rate should be controlled between the industry average and the excellent average, and then the first shelf day should be close to the excellent average; The second shelf day can be higher than the excellent average.

3. Jump rate

In the meantime, we should pay attention to the bounce rate of our products. What kind of data is reasonable for this data? Generally speaking, 50% of Tmall stores, 60% above the crown and not less than 70% below the crown, otherwise your conversion rate may decline. As for the solution, it is to optimize the details page and related sales.

4. Pay attention to customers' comments.

Don't think about how to delete bad reviews every time you have them. The first thing we have to do is, why did this bad customer give it to me, whether we really have shortcomings and how to improve it. Only in this way can your store grow healthily.

If your baby still can't get up after the above optimization, then I suggest you consider your own product and see if there is anything wrong with it. If the product is not recognized by consumers, it will be very laborious to forcibly push it down.

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