I wrote an article a few days ago [Taobao will exclude the impact of Juhuasuan on rankings]
At that time, I estimated that Taobao would gradually cancel the impact of the number of Juhuasuan transactions on certain categories of products on Taobao product search rankings. Unexpectedly, Taobao would cancel the impact of the number of Juhuasuan transactions on search rankings for all categories of products. Ranking impact. Not only that, Taobao continues to attack high-traffic activities. After withdrawing participation in the activity, the number of transactions will have an impact on Taobao’s search rankings.
The specific contents are:
This adjustment will remove "Juhuasuan", "Daily Specials", "Gold Digging Coins", "Trial Center" and Taobao official activities in the "Number of Recent Transactions" in the "Search Results Page" and "Category Baby List Page". Sales volume during the period is not included in search ranking;
I think this cruel move by Taobao will make many shop owners depressed.
This change will definitely have an impact. It will increase the difficulty of creating popular products, which may put more pressure on Taobao stores that are new to the industry. But Lantianting found that this change brought some small benefits.
To participate in high-traffic events, Taobao has a threshold for market stores, which usually requires a certain degree of credibility. However, signing up for Taobao Mall is generally not a problem unless the business is extremely outrageous. In this way, even if Taobao mall sellers participate in large-traffic activities with a new product, the impact on rankings will be greatly reduced. This is an opportunity for market stores. In a short period of time, the impact of the number of transactions on rankings will be reduced. The status of city stores and mall stores is almost the same, but please note that this is only for a short period of time.
With Taobao's current move, will it become less necessary or feasible to participate in these activities in the future?
No! This time Taobao’s changes have made it more difficult to create popular products. Suppose that two jewelry stores also sell a new style of pendant, and this style has a relatively "money potential", then it is particularly important to participate in high-traffic events. If you pass the review of Taobao's high-traffic events first, the number of transactions and buyer evaluation information displayed on the product pages that have participated in the event are powerful weapons to enhance the transaction conversion rate. I don't think anyone will criticize this. I believe everyone will enter a On the product page, you will look at the sales volume and buyer reviews of the product. This point is very important. Wang Tong also made a similar statement a while ago. However, Wang Tong described it as a herd mentality, but Lantianting felt that it was more appropriate that buyers were looking for a sense of security. The conversion rate of transactions has been greatly improved, and the number of transactions has also been significantly increased, which has a considerable impact on the ranking and conversion rate, making it easier for this product to become the best-selling product of this style.
Competitors who also want to promote this style will find it difficult to surpass you in terms of ranking and conversion rate. Even if he later participated in large-scale activities and obtained considerable transaction volume, due to the impact of the number of canceled activities on Taobao on the ranking, it is very difficult to surpass you who have already become the sales leader. This also forged our innate ability. Advantages make competitors inherently deficient.
Of course, here we exclude the level of marketing techniques between the two stores. If all factors are dragged into the analysis, it will take three days and three nights to explain, and it is impossible to analyze the feasibility of a single factor. I prefer to use unilateral factors to analyze their effectiveness. Lantianting believes that although details may not determine everything, they are enough to influence everything!
The author of this article is Lan Tianting, communication QQ 1336984264
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