Recently, while providing marketing and planning consulting and services to many companies, I found that many Taobao store owners and small and medium-sized e-commerce business owners have several serious problems that are surprisingly consistent. That is:
1. The sales volume of the product has been at the top of the list or has been relatively impressive in the past few years. Although the credibility is very high and the product quality has not changed, in the past one to two years, the sales suddenly stopped increasing or even declined, and no reason can be found.
2. You want to promote your own Taobao mall, but you can't afford the huge Taobao advertising costs or you don't want to limit your promotion to Taobao, and you don't dare to try other promotion methods easily. Sales have been swinging around, and you feel like you're relying on God.
3. The homogeneity of products in the same category is serious. Some merchants have extremely low product prices but uneven product quality. This has caused netizens to be indifferent to similar products and sales have naturally declined.
4. Most of the store owners are from traditional industries and do not know much about e-commerce. They are limited to selling products on Taobao. They are too dependent on Taobao and it is difficult to expand new sales channels.
5. In order to save costs, blindly follow the next three promotion methods, such as: adding stranger netizens to group advertisements, adding stranger friends to send advertisements, installing Trojan horses, and sending mass spam emails. But the effect is very poor.
6. I want to promote products or increase sales, but I spend a lot of money, but there is no improvement or improvement.
I am not a service provider specializing in Taobao promotion, nor am I a Taobao planning master. Just relying on ten years of brand operation experience and seven years of e-commerce operation experience, here is a summary of the reasons and solutions for the above situation.
A few years ago, there were relatively few store owners on Taobao, and everyone had a high degree of recognition of credibility. The overlap of products was low, so the products were relatively easy to sell. Nowadays, Taobao, as a model of domestic C2C and B2C mall transformation, has a huge influence and coverage in China's e-commerce, and Taobao's purchasing users have exceeded 100 million. Because the number of netizens in China who truly have purchasing power and know how to purchase online is at most around 100 million.
However, it claims to have millions of merchants, and the homogenization competition for products in the same category is quite serious. Moreover, the sources of store owners on Taobao are complex, including manufacturers, dealers, agents, and even counterfeiters. Therefore, the price and quality of products often vary, making netizens often afraid to buy overly expensive products easily. In such a complicated situation, it is naturally impossible to achieve the sales revenue expected by the store owner just by relying on the support of old customers and his own efforts on product titles on Taobao.
In addition, the explosion of a large number of vertical, fashionable B2C malls and group buying websites has great appeal to online shopping users, and the large B2C malls are willing to spend a lot of money to provide early profits, free shipping and other means, which are not what Taobao's individual merchants have the ability to do. Confrontational.
Therefore, the root cause of the above problem is actually very simple. That is, small and medium-sized online store owners pay too much attention to early or immediate direct benefits and forget to establish and maintain the online store brand. Whether on the C2C platform or the Taobao B2C mall, netizens are still choosing brands when facing store owners. Without establishing a solid, personalized and relevant brand image, how far can we go if we only rely on personal services and product prices to attract netizens? For example, when a shop owner sold socks for 2 yuan a pair in 2009, they were sold online. The cheapest. But 10 years ago, a certain type of socks was sold directly on Taobao for 1.5 yuan a pair, and the product pictures were exactly the same. No matter how loyal the Internet users are, they will choose the manufacturer's products without hesitation and ignore your existence. At this point, no matter how high your credibility is, what’s the use?
For another example, it is impossible for anyone to be online on Taobao 24 hours a day. If a netizen has no consumer loyalty and brand loyalty, and just comes here accidentally for a certain product, and finds that the store owner is not there, he will just turn around and leave without remembering it at all. I've been to this store before. Sure, he might add the store to his favorites, but would that really make sense?
To sum up, the suggestions are as follows:
1. Sort out your own online store product line, determine the brand direction and brand name, and register it with brand connotation, which is profound and high-level. In addition to Taobao, there must be standardized brand image promotion on major websites.
2. Publicity channels must be formalized. You can join QQ groups or Taobao groups, but you must obtain the consent of netizens. This is extremely important but often overlooked. After forming a group, there must be regular promotions or gifts to impress and activate netizens.
3. The expansion or reduction of product lines must be closely centered on brand positioning. It is not recommended that online stores selling clothing suddenly add products selling water cups.
4. Various small and medium-sized B2C malls and group buying websites are not competitors. They are just e-commerce channels like Taobao. As long as your own brand reaches a high level and your products are indeed competitive, you can fully cooperate with them. Sales were equally impressive.
5. Taobao has a large number of people, so its advertising fees are naturally astonishingly high, which most small shop owners cannot afford. If you want to promote on a small scale, you can consult a formal planning company or advertising company to carry out product promotion and other forms. Be careful not to use the "three-way" promotion method, which will harm others and yourself.
6. The types of products must be kept updated or surpassed, and there should be no room for any shrinkage in service attitude. This kind of situation is still serious, due to the increase in sales, the increase in delivery time, the impatience in answering questions, etc. Serious direct feedback will show up in sales revenue within a few weeks.