Let’s start with an online shopping product with an annual sales of over 100 million...
Selling things online is not unusual at all. When it comes to online shopping, you may think of Taobao, eBay, etc. Many people think it is very simple to open a store to sell your own products on an e-commerce platform provided by others. Indeed, on the Internet Selling products is much easier than traditional methods, but there are still only a few who can achieve great success.
What we are discussing today is not Taobao’s sales model, but rather the establishment of its own exclusive space, independent planning of the website, and sales of its own unique varieties through online hard advertising or soft promotion. Moreover, this model is very covert and The huge profits make many traditional sales models out of reach.
In the early days, the male product MAXMAN was more representative. Now there are Vanke clothing and Ledaojia mobile phones. There are also a group of new forces that cannot be ignored: medical and health care and cosmetics sellers who were once the first line of the market are also gradually changing due to changes in the current market environment. Switching to the Internet marketing market, using intensive online advertising, eye-catching website formats, and direct and effective purchasing methods, you are also making big money quietly! Overnight, the Internet market is full of undercurrents, powerful enemies are everywhere, and there are many masters.
So in an emerging market like the Internet, where the annual growth rate is 20%, and our next generation is almost 100% Internet users, how can we seize the opportunity, surpass our opponents, dominate, and make a lot of money?
Needless to say, MAXMAN, a men’s product, created a miracle in online single-product sales. It sold over 100 million yuan that year. Its advertising slogan “make women scream” was once popular in every corner of the Internet. Its European website art and copywriting are almost It became a model for aphrodisiac products. Later, many followers, such as GOODM run by a man from Inner Mongolia, etc., can achieve annual sales of tens of millions even by simply imitating it.
The most important thing is that almost all of them achieved huge returns under the background of strict market supervision without having to shoot guns and firecrackers. The Internet environment at that time was quite loose, and the advertising review of mainstream websites such as Sina and Sohu was not very strict. Bidding advertisements, alliance advertisements, portal direct investment, etc. can be released at will. MAXMAN's operation almost follows the Inner Mongolia school's style of speculating the market and intensive advertising, and applies it to the Internet. I believe that as long as young and middle-aged men who are online are Browsed his pure European style design web page.
With the tightening of Internet supervision, the popularity of such products has basically disappeared. Almost all of them have turned to underground guerrilla warfare, publishing some advertisements on second- and third-category websites or alliance advertising platforms with lax supervision. Of course, sales have become difficult. I hope MAXMAN will carry it on his back.
A single product, two or three years of direct online purchase, saved a group of Inner Mongolia buddies
Facts have proved that many product manufacturers have found a new blue ocean on the Internet. An interesting real example is that three years ago during the planning process, the author came into contact with an Inner Mongolia team that packaged a variety of gynecological diseases and marketed it in Beijing. I painstakingly spent a lot of money to refine the unique selling points, planned exciting feature films, and thought of myself as a newspaper print copywriter, and ambitiously launched it in Beijing. There was no movement in January, but in two months and March, the market gave no face at all, and it was launched in one round. , the millions of money raised by several buddies were wasted, and they stopped selling before they saw it. Finally, they were going to close the stall and go back to their hometown. I accidentally discovered that the Inner Mongolian guy who was making speculative products was living a good life now, but in the market like this I haven’t seen any products made by him in a year or two, and I’m very confused.
In this way, these Inner Mongolian guys who were about to go back to their hometown went to find that old man to buy him drinks and entertainment. Finally, they learned that he was selling aphrodisiac products online and could earn more than 100,000 yuan every month. I stayed in the company and didn't go anywhere, and my life was really free. These guys opened their eyes, and thought about it, they couldn't bear to go home empty-handed. They gritted their teeth and borrowed another 50,000 yuan from this old man and asked him to do Internet work. The kid sorted out his previous marketing copywriting, made a static web page and put it on the Internet, and then he invested all 50,000 yuan in online advertising according to his brother's instructions.
After placing the advertisement, several of the friends were penniless and worried. They had never done online shopping before, and one of the older ones didn’t even know how to surf the Internet. Unexpectedly, they received 8 orders and sold them on the day the advertisement was placed. More than 6,000 yuan, this is an effect that even the market has not achieved. After holding on for a month, I actually made a profit. This gave these friends from Inner Mongolia who were already hardworking, confidence, and invested all the money back into Sina. With the smart investment advertisement, the product suddenly started to sell out. This product has been doing this for more than 2 years, and it is still sold online. It has almost become the leader of this type of product on the Internet. Several buddies basically sell it every year. I can divide it into millions, and my income is considerable. I have never mentioned packing up and returning to my hometown. I am busy every day looking for good online advertising positions and preparing new products. So, one single product and two or three years of online marketing saved a group of Inner Mongolia buddies.
Why? 80% of people who do online shopping are unsuccessful?
Maybe after seeing this, many people are excited and doubtful at the same time. Is the Internet really so easy to do? Isn't that just bragging? Even some professionals who work on the Internet will have doubts, because many so-called professional website owners are still doing better than others. There are many cows, and they get up earlier than chickens, but they get the salary of migrant workers.
Indeed, it is easy to make money online, but not everyone can make money. First, you must have a good life, second, you must have good ideas, and third, you must have good technology. We cannot just watch the thief divide the money, but not see the thief being beaten.
According to research by Beijing Longteng Boda Marketing Planning Co., Ltd., 80% of online sellers are unsuccessful, and the reasons are divided into three categories.
1. Impulsive. Many people who have received professional training have this experience. For example, after listening to Chen Anzhi and Yu Shiwei’s lectures, they were excited at the time and moved afterwards. They were impulsive when doing things, then acted blindly, and finally stopped. !Some people are like this. When they heard me talk about making money online, they were very excited. They felt that they had found a way. They quickly bought servers, built websites, engaged in bidding, and even opened online shopping malls. I just started. Enthusiastic and ambitious, Jack Ma, Zhang Chaoyang and others didn't pay attention to him, and he didn't care about health benefits, red children, or ordinary customers. After working for a month or two, he started to complain, either the domain name was blocked or the server was down. Otherwise, there are people coming to return goods every day... I am so worried that I am not the material for the Internet, so I should go back to digging coal. The so-called: I think about a thousand roads at night, and I still sell tofu when I get up early. Internet marketing seems simple, but if you want to do it well, it is full of thorns. If you don't have great determination and perseverance, don't get involved easily.
2. People who are superstitious about technology. These people have been engaged in the network industry for many years. They have good network technology and are very confident in their own technology. They also believe that they have done a good job in optimizing their network by virtue of their own or team's skills. For example, a certain A keyword can be on the home page of Baidu or Google, the website PR value is very high, the website traffic is very high, and there is a lot of theoretical experience, but often these people like to rely on their own experience, technology and human resources when selling products, and use the engine to It is quite hard to promote the website through optimization, forum posting, blogging, etc., and the risk is indeed almost zero. However, because I don’t understand marketing, I am afraid of advertising investment, the website design is not beautiful, and the copywriting is sparse, it is difficult to attract people. Customers have no customer service concept, so they are basically in a state of placing orders every 10 days and a half. There are no high sales and they are just making a living. Therefore, Internet marketing relies not only on technology, but more importantly on ideas (strategies). Many Internet marketing experts I know are making a fortune silently, but most of them do not understand technology, and none of them can build a website, but this does not affect They make a lot of money through the Internet platform.
3. Blind advertising people. These people have certain strength, have successful experience in making products, and have experience in investing in large advertising. They have not been in the online shopping industry for a long time, but they are also confident and dare to invest in large advertising because they I always use terrestrial advertising to compare, and I feel that the cost of online advertising is relatively low, so I don’t take it seriously if I invest 2-3 million yuan a month on advertising. But what they lack is the understanding of the characteristics of the Internet, and they often make some stupid mistakes. , such as pursuing the beauty of a web page and choosing a large number of beautiful pictures. The opening speed of the web page is extremely slow, and many customers are lost because no one on the Internet will wait for you; there is also a product that is obviously a middle-aged and elderly product and is placed in Yiting Music, Baofeng Video , Xunlei and other young talents’ websites, no customers came to place orders. The most terrifying thing is that the author once witnessed a website with a daily advertising cost of 50,000 to 60,000 yuan that could not be opened in 3 days. The reason was actually Because the domain name was not registered, two new Jetta cars were scrapped in three days.
Generally speaking, those who work on the Internet must understand these three categories of people and see if they are one of them. If so, then you are one of the 80% of unsuccessful people. If you can avoid these problems, congratulations, you are on the way to the 20%. The ranks of successful people march forward!
Dreams come true - towards the top of the hill with daily online shopping sales of 100,000!
How to become the 20% successful? Everything has rules to follow. The author's planning company helps some customers who have determination, perseverance, and certain strength but no experience to take this step. Everyone's actual situation is different and the products are different. With different strengths, sales naturally vary greatly. There are examples of a single product selling thousands of dollars a day, and there are also nourishing times when a single product sells more than 100,000 a day. In this happy and joyful online shopping planning process, I also sum up some experience. If you can Helping friends who have just entered the online shopping industry, or are thinking about entering the online shopping industry, is my greatest joy in writing this article!
When doing direct product online shopping, we must first analyze which products are suitable. When 100% of Chinese people are Internet users, maybe all products are suitable for online shopping. But now there are only more than 100 million Internet users in China, which determines that we cannot blindly buy products. For example, products for the elderly are not very suitable because most elderly people do not know how to access the Internet, so cardiovascular and cerebrovascular products will not have very good sales online. So what kind of products meet the standards of good products for online shopping?
Choice is N times more important than hard work
1. The profit margin of this product exceeds 300 yuan
Therefore, the first premise for us to choose products is that the profit margin of the product must be more than 300 yuan to be profitable, so when we choose products, we must choose low-cost, high-profit products, such as the cost of max-man It is 6 yuan, and the sales price is 1,180 yuan. Most of the weight loss products that are currently selling well on the Internet are priced at 7-8 yuan, and the sales unit price is basically more than 100 yuan. These are suitable for portal advertising or alliance bidding advertising.
2. The total price of the product should not exceed 1,800 yuan.
Market research and testing found that generally the most accepted products are those priced below 1,800 yuan, especially for ingestible products. The lower the price, the worse the sales. In particular, many women who go online will still "only buy expensive ones". "Choose the right one", but if the price is too high, it is not suitable for online promotion, such as a product priced at 5,000 yuan. Because online shopping adopts a cash on delivery payment method, many people may not carry more than 2,000 yuan. If you go to withdraw money, many people will give up buying this product.
3. Products should be as exclusive as possible.
For example, if you sell branded cosmetics like L'Oreal online, the price is very high, which is in line with the profit of 300 yuan and the total price of no more than 1,800 yuan, but it just can't be sold. Why? Because it is a popular brand and others will choose it. Buy at counters in large shopping malls or go to Taobao to buy.
Therefore, when the product is not an exclusive product, it can only promote the brand for others, but it will not get direct economic benefits.
Therefore, most of the products that appear on the Internet are unknown health care products that are touted for their effectiveness. For example, those for weight loss are advertised as "wiping off 7 pounds of meat in one night." For example, those for anti-aging are "I'll give you a good look in 15 days" and so on. The cost of these products is only tens of yuan or even a few yuan, but the sales price is thousands of yuan. The reason is that online shopping advertising costs are high, and the initial sales of online shopping are different from those of hot-selling stores. There is still a certain gap between product sales in the goods market.
Two product categories are most suitable for online survival:
Products that can truly survive on the Internet fall into two categories:
1. Highly attractive and replicable teaching materials. This type is not afraid of being copied on the Internet, but takes advantage of information asymmetry. Typical examples are English textbooks and online courses.
2. There are many health products and functional cosmetics with special effects, because many people believe in miracle medicines, and finally understand why hospitals are said to be very profitable. It turns out that selling medicines is also very profitable.
So when everyone chooses a direction, they should choose these two theme directions. Other directions are also profitable, but they are not mainstream.
It is necessary to plan a strong advertising appeal for the goods (if you don’t sell the goods, you will die!)
After choosing a product, you need to plan the website well. Many experienced people know that a good delivery website is absolutely important. No one dares to waste money on a product website with three things (no professional art, no professional copywriting, no characteristics of its own)
A good website is a good form of advertising. People online are very busy (there are many more web pages waiting for them to browse).
The people who come to see the advertisement are all interested groups. Whether the product can interest them depends on what the strong advertising appeal is at the first glance of the web page.
The advertising appeal is the first thing you see after opening the website. For example, it is about a pornographic man. The page has thousands of words from beginning to end. At the end, you come to the conclusion that this product can strengthen yang and nourish kidneys. Maybe people haven’t read it yet. I closed the web page and ran away a long time ago.
What the online shopping system guarantees is to use the lowest cost to attract as many truly interested visitors as possible. The first thing visitors see when they come in is the strong advertising appeal we are talking about here. The strong advertising appeal is the purpose of our products. The core competitive point is what is the biggest advantage of our products compared with similar products, or what is the efficacy of our products.
For example, a menopausal product’s strong advertising appeal is “What to do if menopause occurs at the age of 45?” This accurately targets middle-aged women who are menopausal, and is far more lethal than false menopause. So they have been selling successfully on the Internet for several years, and sometimes they would rather not advertise than never replace the advertising request.
For example, MAN-MAX's strong advertising appeal is "Having a 20 cm penis is no longer a dream! It will allow you to grow 5 cm in a month." When men look at it, they think, oh my god, this thing is so good, let alone 1,000. Yuan, I will buy it even if it is 10,000 yuan.
There is also the popular appeal of a weight-loss topical product that is currently on sale: "Slim down as a lazy person, you will lose weight with just one swipe, and you will lose weight just by swiping it before going to bed." It is very direct, interesting, and vivid. This kind of appeal is also liked by consumers. form, the product sells very well
Chinese people prefer direct advertising appeals, that is, text-based advertising appeals, so we need to highlight the advantages of our products at the top of the advertising page and at the same time capture the curiosity of visitors within 5 seconds. .
If you feel that the product you are looking for has no core value advertising appeal, that is, it has no core competitiveness, then you can give up this product, just like a weight loss product, the advertising slogan is "the most effective weight loss product". It's like talking nonsense and saying nothing at all.
The position of strong advertising requirements is generally at the top of the website or in FLASH or pictures, and it must have absolute visual impact.
Strong advertising requirements must reflect the competitive points of the product and at the same time write out the product's selling points.
The purpose of a strong advertising appeal is to make others interested in the product on this advertising page, and then continue reading. Just like a suspense film, the first thing is to let the audience enter the role, be full of curiosity and expectation, stay, and continue browsing.
If an advertising page does not have a strong advertising appeal, it is basically impossible to retain people, or the advertising appeal is not strong enough. For example, the past advertising appeal of an aphrodisiac was to enhance physical fitness. This may not be of interest to everyone, but if you write "a People are interested immediately.
The second part of the product advertisement page is to list negative information, such as the disadvantages of obesity, etc. The purpose is to make you worry and fear. Anyone who has done product hype has experience, that is scare marketing. Put a knife in the consumer's heart, bleed out, and shock and panic the consumer. Then you stand up and tell him loudly on the Internet platform: You can save his life!
"Have you been suffering from insomnia recently? Are you often feeling powerless? Are you unable to sleep at night because of irregular menstruation? Have you seen beautiful clothes that you can't wear because of your fat body? This is symptom enumeration and scare marketing , let you see, it is indeed true, I do have this symptom, and then I quickly wanted to know how to solve this problem.”
Strong advertising appeals make you interested in this product. The symptom area is to tell you that you are a person who needs help from our products. The harm area is to tell you that your current problem is very serious. The product advantage area is to tell you. This product of mine can relieve you of your worries.
Several essential elements for a good selling website
1. Don’t exaggerate too much, be realistic.
Selling products is not about doing other things. Although you can exaggerate the publicity, you must seek truth from facts as the basic principle. For example, for weight loss products, you cannot promote the concept of weight loss + growth, but can only promote the concept of weight loss.
If it is an American product, it is an American product. If it is a Chinese product, it is a Chinese product. When exaggerating, do not make false information. For example, if it is imported from the United States and then repackaged, you can write that it is imported with original packaging, especially if it is imported from the United States. Even if the goods produced at home are said to be made in the United States, others will return them to you even if they get them.
It's okay to exaggerate in moderation, but don't brag to the sky unnecessarily.
2. Make commitments to the issues that the consumer group is most concerned about
For example, the most feared thing about losing weight is negative effects and rebound, so you must make a commitment to these and inform the safety of the ingredients. For example, cosmetics can promote green and ecological herbal essences, which absolutely do not contain lead or mercury. If there are special cosmetics The batch number can be linked to the query system of the authoritative supervision department to let consumers know that you are the most reliable and officially approved by the state, and you can also attack opponents without special brands at the same time.
Promises give consumers a sense of psychological security, but they must be accompanied by a refund promise. If you promise to lose 30 pounds per month, but there is no refund promise, then others will not believe it and buy it.
3. Invalid refund within 30 days
This sentence is definitely a heavy shell, but it is only suitable for some relatively confident products. But are there any people who actually refund the money? Almost no, why? Think about it for yourself, you have eaten everything in your stomach, where can you return it? ?
In fact, refunds are invalid within 30 days. This is actually the most useful and most ineffective promise, but this promise will make consumers feel extra assured when purchasing.
4. Certification from authoritative organizations
Whether it is an oral or topical product, this is necessary.
For product authoritative certification, the first thing that must be shown is the product's development team. This is why we see that many product websites have American or Japanese development teams. It is to show that this product is not made by private workshops. It is made by a formal research and development team.
The second thing to show is the legal procedures. If it is a foreign product, then the customs declaration procedures for the product are required. If it is a domestic product, the relevant legal procedures for the product are required, or the trademark right or patent certificate (available online) Chen Maopeng's control of ejaculation at will has a patent certificate, which is available for inquiry).
5. Feedback information.
You may find some people who have used this product to tell you how effective it is.
6. Shipment query information, this allows others to see that there are so many shipments and the sales are really good.
Having said so much, it is actually a series of preparations based on the psychology of a consumer. If online shopping products can achieve three things, they will be invincible in the world: super allure! Core competitiveness! Absolute credibility Spend!
There are many mysteries in online mail order marketing. These are just the basis for building some quick delivery websites. "The road is long and arduous". There are more advertising promotion strategies and website promotion methods and skills that could not be explained in a book. Welcome to learn more about online shopping. , friends who are interested in making money come together to discuss and learn how to quickly start the online shopping market at a low cost. At the same time, you can continue to pay attention to the next series of articles that will be published soon, "Online Shopping Advertising Strategies for Daily Sales of 100,000 Single Products."
The above are some of my practical experiences and opinions on the online shopping model. Copyright statement: This article was originally planned by Long Teng Boda (http://www.ltbd2008.com) Xiao Jun, contact QQ: 358532055
Contact number: 13311251855 010-86003829
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