What should I do to open a good online shop? Specific measures, thank you.

The specific promotion strategy of Taobao online store can be started from two aspects: inside and outside the online store, in which the sales promotion in the online store is mainly free of postage, discount and gift. At the same time, due to the particularity of online shopping and online stores, its unique online store credit management can not be ignored. The promotion outside the online store mainly adopts a "three-pronged approach" to ensure the ranking of search engine results, compete with online store sales alliances, post and reply in Taobao communities and forums, and effectively use advertising recommendation positions and Taobao Want Want.

In recent years, although the number of online stores is increasing day by day, many online stores are just a flash in the pan due to lack of management awareness. Online stores, like traditional stores, need the careful care of the owner. Therefore, it is necessary to formulate a promotion strategy that is suitable for both online stores and network environment.

Online stores are divided into two types according to their existing forms: one is independent online stores; One is an online shop registered in a large-scale professional website, that is, a member is registered in a large-scale professional website that provides online shop services in accordance with the corresponding regulations, and the right to use and operate the online shop is obtained. At present, this is the main way to open a shop online. This paper takes the online shop registered on Taobao as the research object, and makes effective promotion strategies from both internal and external aspects according to its characteristics.

First, the promotion strategy within the online store.

According to the characteristics of Taobao shop, the internal promotion strategy of online shop focuses on sales promotion and credit management.

1, promotion

In-store sales promotion methods avoid postage, discounts and gifts, and the rest are supplemented.

(1) Free of postage. Postage in the intermediate link of online shopping has always been one of the focuses of buyers, which will affect buyers' perception of online shopping price concessions. At present, postage is mainly divided into: post office (parcel surface mail), logistics express, express mail and so on. The price of surface mail is lower, but the cycle is longer; The price of logistics express is moderate, and the delivery cycle is 3~5 days; Express mail is expensive; Therefore, the courier company is the most accepted by buyers. Shopkeepers can reduce the postage according to the number of goods purchased by buyers, so that consumers can feel at home psychologically and do not need additional fees.

(2) discount. Because discount promotion directly benefits consumers and makes customers feel the benefits directly, it is the most commonly used phased promotion method at present. Discount mainly takes the following two ways: First, irregular discount. On important festivals, such as Spring Festival, Valentine's Day, Mother's Day, Christmas and so on. , will give 20- 10% discount, because people tend to have more buying potential and impulse during festivals. Shops should choose products with large price adjustment space to participate in activities, and don't generalize. The advantage of this method is that it meets the needs of festivals and will attract more people to buy. Although discounts may lead to a decline in profits, sales will increase and total sales revenue will not decrease. At the same time, it will increase the visibility of the store and have more customers, which will also promote future sales. The second is a discount in disguise. If "bundled" sales are adopted, they will be sold in the form of gift boxes on holidays. The advantages of this method are: it conforms to the festive atmosphere and is more humane.

(3) gifts. The key to gift promotion lies in the choice of gifts. Appropriate gifts will play a positive role in promoting product sales, while choosing inappropriate gifts can only increase costs, reduce profits and make customers dissatisfied. When choosing the right gift, we should pay attention to the following points: first, don't choose defective or inferior products, which will only backfire and affect the reputation of the store; Second, choose suitable products or services that can attract buyers. You can give samples or samples, or you can give intangible things-services. Third, pay attention to the budget of gifts. Gifts should be within an acceptable budget, and the cost should not be increased because of too many gifts.

(4) membership and points. All customers who have bought goods in this online shop become members of this online shop. Members can not only enjoy shopping discounts, but also accumulate points and exchange goods for free. The advantage of this method is that it can attract buyers to come to the store again, introduce new buyers to the store, consolidate old customers, get more discounts, and expand the exploration of potential buyers.

(5) red envelopes. Red envelopes are special promotional props for Taobao. Sellers can flexibly formulate the rules for giving and using red envelopes according to the different situations of their stores. In this way, the popularity in the store can be improved. Because there is a time limit for red envelopes, customers can be prompted to buy them again in a short time, effectively increasing the sales of online stores.

(6) Actively participate in various promotional activities sponsored by Taobao. Taobao will organize different activities in different sections from time to time, and sellers who participate in the activities will get more recommendation opportunities, which is also a good way to enhance the visibility of the store and promote sales. If you want more people to pay attention to online stores, shopkeepers should often go to Taobao's home page, Alipay page, bulletin board and other activities held by Taobao and actively participate.

2. Credit adjustment

Credit evaluation is the mutual evaluation of a successful Taobao transaction by members during the evaluation period (3~45 days after the transaction). Credit evaluation cannot be modified. Evaluations are divided into three categories: praise, middle evaluation and bad evaluation, and each evaluation corresponds to a credit score, specifically: praise plus 1 point, middle evaluation does not add points, and bad evaluation is deducted 1 point.

The survey shows that on the one hand, the credit rating of online stores will have an impact on consumers' purchase decisions, on the other hand, buyers are concerned about the credit evaluation given by sellers after the transaction. From this perspective, on the one hand, noodle shops mainly operate in good faith to improve their credit and credit rating; On the other hand, we should seize this publicity opportunity. After each transaction, not only the buyer should be evaluated at three levels, but also the relevant store information should be left in the evaluation message column. For example, "all our products will be 10% off next week. Welcome to come again." In this way, the evaluation message column has become a special area for publishing promotional information, which makes rational use of network resources.

Second, the external promotion strategy of online stores

The external promotion strategy of online stores can take three ways: search engine, sales alliance online store promotion and online advertising.

1, "three-pronged approach" specializes in search engines

The first page that many users browse online is the Taobao search engine page. At this time, some keywords of the goods they need will appear in their minds, and then the qualified goods will be searched through the engine. Therefore, in order to improve the chances of online shop products being browsed, we must have a full understanding of the principle of search engine ranking. There are four parts in the search and sorting rules of Taobao products: the first part: the baby set as the recommended position of the window; The second part: although it was recommended by the window, the goods were not bought for 90 days; The third part: general treasures that are not recommended in the window; The fourth part: the general baby * * * the baby that has not been bought for 0 days.

Thus, if a buyer searches for goods with keywords in Taobao search engine, all goods with keywords will be displayed as follows: first, display the goods recommended by the window 13 days, then display the goods that have been recommended by the window but have not been sold for a long time (more than 90 days) for 0- 13 days, and then display all the treasures that have not been recommended by the window for 0- 13 days. Finally, all the long-term unsold treasures are displayed for 0- 13 days, and the search results are displayed in four levels. At the same time, only products with page 100 are displayed, and products after page1kloc-0/are not displayed. According to this rule, if an online shop wants to find a way to make the products display in the first few pages as much as possible in the ranking of similar products, it must start with the product name, regular release, window recommendation and so on.

2. Major shopping navigation websites apply for inclusion. Some shopping navigation is manual and requires active contact; Some shopping navigation can be submitted automatically, such as online shop navigation with express delivery function. The effect may not be very good in the short term after being included in shopping navigation, but over time, many a mickle makes a mickle, which will have great marketing value.