Taobao
General Promotion Plan and Process for Taobao Stores
Outline of Taobao Store Promotion Plan:
1. Perfect store design for online shops, merchants' new products and formats.
2. Summary of store promotion methods and skills:
Taobao Express (charged through keywords, according to my personal understanding, the cost of this is uncertain, the key still depends on the popularity of the keyword)
Selling霸(Free event)
Taobao Affiliate (charged based on successful transactions, no upfront cost)
Time-limited discount (requires subscription, not much money needed)
Taojianghu Juhuasuan Free promotion events
Taobao VIP Free events
Enough Discount Free events
Detailed plan process:
There are still many areas in the design of online stores that need improvement, such as the storefront not being bright enough, and visually it cannot attract customers' attention. If a store's design is not up to par, it cannot stimulate customers' desire to purchase because this is real online shopping. If the page decoration is not well done, even if the quality is good, it will be in vain. For example, Ou Sha and Fishing & Farming (Zimu Clothing), both are Taobao brand women's clothing stores recommended by Taobao. I can't judge the quality of their clothes, but I have been to Ou Sha's production factory, and personally feel that the product is not that great either, mainly due to the influence of the brand. Ou Sha can be said to be a successful brand of women's clothing on Taobao! If the web page design is not good in online sales, consumers will not have a visual effect, no matter how good the quality is, it cannot be conveyed to consumers and cannot attract their interest. Therefore, the webpage must be designed well first.
Planning: Rely on personal design ideas for planning. Good planning can double the benefits.
When this step is perfected, the next step is Taobao promotion. The promotion plan temporarily lists seven types. The first four are Taobao paid tools. The last three are all free tools. Although the tools are free, the competition is also fierce. Moreover, free activities require review by Taobao staff, and only after passing the review can the activity go live. Below is my introduction and use of Taobao tools.
Paid Events:
The first one is Taobao Express. The launch of Taobao Express is based on many buyers searching for items through keywords on Taobao. Through keyword optimization, we have the chance to get a higher ranking. When buyers click into our store, we need to pay Taobao. The cost is determined by the popularity of the keyword, but regardless, as long as the buyer clicks, we need to pay. Therefore, the cost of Taobao Express is quite high. However, Taobao Express also has its advantages, especially suitable for sellers with high credit ratings and mall sellers because customers can search for what they want through keyword searches. (Personally, I think it's similar to Baidu's bidding ranking!)
The second one is Taobao Affiliate, which is highly recommended. Because this business does not require upfront costs. Taobao Affiliate charges based on transaction volume. For example, if a piece of clothing sells for 100 yuan, and we set the commission at 5%, when the clothing is sold through Taobao Affiliate promotion, we need to pay the affiliate 5 yuan for the promotion fee. If the buyer does not buy the clothing, even if Taobao Affiliate helps us promote it, the affiliate cannot receive the 5 yuan promotion fee. Therefore, Taobao Affiliate is a very worthwhile promotion tool.
The third one is time-limited discount, which means selling at a certain price during a specific time period. For example, if the clothing in our store is priced at 100 yuan, and from 2 PM, which is a peak sales period, I set the price for this time segment at 80 yuan for promotion. After 2 PM, the price will revert to the original price. Why is time-limited discount also considered a promotion tool? Because as a merchant, you need to consider from the consumer's perspective. Consumers, of course, prefer to buy high-quality goods at low prices. But the mall prices cannot be modified in the backend, so time-limited discount is a good promotional tool. Because time-limited discount can indirectly modify prices.
The fourth one is Selling霸, an official Taobao promotion tool. The price for one phase of Selling霸activity is 700 yuan. To participate in Selling霸events, there are certain conditions, such as sellers with at least 3 diamonds in the market or mall sellers. However, based on my exchanges with Taobao mall owners, the effect of Selling霸is good, generally allowing them to recover costs. But if you don't do well in Selling霸, meaning the associated sales don't keep up, the effect will be limited. This is because people will favor products with competitive prices when participating in Selling霸activities.
Free Events:
1. Juhuasuan. The rule of Juhuasuan is to send a product to Taobao via mail, and after Taobao reviews and approves, the product can appear on the homepage of the daily focus section. This is equivalent to getting free promotion opportunities, thereby driving traffic and sales for the store. The effect of this event is also quite good! Many sellers participate, making the competition relatively intense.
2. Taobao VIP. Mall stores support Taobao VIP, which can be seen as a discount for different consumers. And Taobao Mall does not allow price changes. This can be operated through Taobao VIP. The original price after the Taobao VIP discount will not change. For example, if a piece of clothing in the store is priced at 100 yuan, and someone is a diamond buyer on Taobao, and our store supports Taobao VIP discounts (the discount rate is set by us, with a minimum of 50% off), then we offer the lowest discount of 50% off to that person, meaning the buyer only needs to pay 50 yuan to buy our clothing. However, the transaction amount displayed on the front-end is 100 yuan, which is somewhat different from the time-limited discount. Based on my exchanges with Taobao Mall owners, this effect is quite good.
3. Enough Discount. Enough Discount is a new free promotion platform launched by Taobao in 2010 (I'm not sure if I made a mistake, haha). Participating in Enough Discount can effectively drive traffic and sales for the store. This section is entirely free and suitable for a wide range of sellers. It is directly managed by administrators responsible for reviewing and promoting by Taoxia'er. However, registration requirements must include advantageous products, meaning high-quality and reasonably priced products, and they should also be popular seasonal items to have a chance to be featured. (I strongly recommend doing this activity because it is free and the results are indeed very obvious.)
The above are some rough promotion plans I have outlined. I will verify the feasibility of the listed promotional activities through sellers who have participated in these activities. However, the implementation of any plan requires doing well in associated sales. If associated sales are not done well, even if the event goes live, the effect will not be very noticeable. Regardless of which event takes place, the prerequisite is to have a perfect webpage design. If the design is not up to standard, it will not attract consumers' attention, cannot stimulate their purchasing desire, and even if your product is excellent, it cannot express itself through visual effects, leading to minimal final effects. Therefore, I personally believe that improving the design of the online store is the primary task. This is the fundamental prerequisite for all promotional activities.
Taobao also offers many other free activities to join, such as group buying events. These are all good promotion methods. However, I won't elaborate too much on the process here. All the methods mentioned above are those I personally consider to be very effective promotion ways. Personally, I still have a lot to learn about Taobao, though I dare not claim to be overly proud, I believe I understand Taobao fairly well. The promotional conditions listed above are just some of my rough insights about Taobao. If there are any mistakes, I hope everyone will guide me accordingly.
http://www.17daili.com/taobaodaxue/taobaotuiguang/20100904/7107.html Alibaba Wangwang Enough Discount Case
http://www.17daili.com/taobaodaxue/taobaotuiguang/20100904/7103.html Taobao VIP Event Case
http://www.17daili.com/taobaodaxue/taobaotuiguang/20100904/7106.html Taobao Express Promotion Techniques
http://www.17daili.com/taobaodaxue/taobaotuiguang/20100904/7105.html Classic Case of Super Selling霸 Relevant thematic articles: How to sell things on Taobao? How to sell things on Taobao website?