To start a business on Taobao, there are usually three modes: 1. Register and open a Taobao store for operation; 2. Become a Taobao customer for promotion and obtain commissions; 3. Establish a website to place Alimama advertisements. These are very mature channels, many friends are doing it, and there are countless successful examples. However, the products sold are different, the promotion methods are different, and the website traffic is very different, which has caused many friends to face this dilemma: opening a Taobao store to put goods, thinking that from then on, there will be a lot of money, who knows what will happen after a while Almost no one cares about it; I promote Taoke, post the recommendation code all over the major forums, and send it to all the Q groups, but there are almost no successful orders; build a website, spend money and energy, from purchasing domain name virtual host to ICP After filing, putting in the website program, and then embedding Aliamama's advertising code, the monthly income will be only ten or eight yuan.
Here we analyze the failed operations of the above three models, and propose improvement plans mainly from the perspective of promotion methods. We hope it will inspire you.
First, let’s look at the key points of operation of the three models: Taobao store is a pure transaction relationship, facing direct customers, and the success rate depends on products and customer service; Taoke promotion is an intermediary, and the life of the intermediary is credibility, and it promotes not only products , but also the establishment of credibility. From the perspective of sales art, it is more important to cultivate an emotional foundation than a transaction relationship; the advantage of the website is that it has both the above two functions and provides interactive applications. Let’s look at their similarities: all three modes require “active” traffic to maintain the success rate. "Active" traffic refers to traffic that must be created and maintained by oneself. Once it is not maintained, the traffic will be significantly reduced or even non-existent. ("Passive" traffic is just the opposite. It can automatically generate traffic without maintenance or with very little maintenance, and has an expansion mechanism.)
For example, publicity in Q groups, forums, etc. is essentially an immediate effect. Once a promotional picture or soft article is posted, it will appear once in the focus area. The fluidity of information will continuously refresh the focus area. Instant communication software such as Q group This feature is even more prominent. If forums, blogs, etc. do not post upvotes, the corresponding information will be submerged. In fact, there are too many people doing these three operating modes, which often results in a large number of similar and overlapping websites with overlapping information. Without good creativity and prominent themes, it will not be attractive. Even if the three models are promoted by purchasing advertisements, achieve a certain amount of website traffic, clicks and transactions, and retain some customers, they are still far from successful, because they are advertising transactions and do not create value by themselves. We still Its commercial nature was judged to be a failure.
Solution: Change "active traffic" to "passive traffic".
Please do not simply understand these two antonyms. The way to success is not to continue the habit, but to reposition the way of thinking. The most common question many friends asked before starting a Taobao store was: "What products should I sell?" After some comparison and selection, they decided to make a certain type of product, such as children's clothing, cosmetics, etc. There is no denying that they have good thinking. , there is a famous saying that "sell what rich people sell." It is a good method to choose one of the successful models and precedents to imitate and improve. Many success paths can be copied, but if applied to today's On Taobao, if you blindly choose a project without originality, you just put the same information in the vast resource library of the Internet and queue it up. There may be one person in front of you, or there may be 10,000 people in front of you. Where is the error?
It’s all about choosing the way to sell! A surprising revelation: 99% of people always take it for granted that they choose a certain type of product to sell, subjectively guessing the needs of consumers and imposing their own values on consumers. The correct method is to objectively segment the market, find the needs of specific groups of people, and turn products into commodities. Only then can you achieve success. In a word: choose the market first, and then choose the product. For example, when doing a weight loss project, when segmenting the market, we position one class: the white-collar class among people who need to lose weight, and then subdivide it into age groups: 20 to 30 years old, and cut out such a group of people (market) through the "cutting method" of sales. , investigate their needs: lose weight easily and quickly.
At this time, we start to choose the corresponding products. A certain health product or weight loss formula fits this requirement. We will make this kind of product. The ultimate goal of sales is to make a profit. On the basis of product quality assurance, what product should be used to achieve the goal? What does it have to do with it? So the market is important. If you choose the product first, you are actually limiting the scope of sales to a narrow area. This is especially obvious in Taobao stores. Many people make this mistake at the beginning and are unaware of it. Taoke promotion is slightly better. After all, if the promotion of selling underwear is posted on a food website, everyone will feel awkward, but it will still happen. There is a phenomenon of irrelevant content, which is manifested in irrelevant content, weak industry and pertinence, and untargeted publicity.
The market determines the product. This is the premise. Now that we understand it, it’s easy to handle. Let’s get back to the topic: How to change “active traffic” into “passive traffic”? The answer is: set up your own sales circle! What is a sales circle? The sales circle is the interpersonal relationship generated by a series of sales activities. This involves the most sensitive and substantive basis of transactions: credibility. Among the seven steps that people go through to have the desire to buy a product, the most important is trust. Only by eliminating doubts can they jump to the impulse to buy. The most obvious thing is that when the same product is placed on Taobao, people often go to Crown Even if the prices in some stores are lower, they are still no match for stores with high reputation.
I often see netizens sighing: Why do they all go to the Crown Store Diamond Store... So how do you cultivate your own trust? It goes without saying that you need a customer base. The customer base is actually the sales circle and the source of wealth. The essence of "circle" is: we have been around for a long time. Selling products online is not the most important behavior. The most important thing is how to build a sales circle. In this circle, we eliminate the biggest enemy of "distrust", and then Any form of sales is carried out in this circle, and only in this circle can the golden sales art of "secondary consumption" be produced. The success rate of even selling to strangers is far lower than that of "secondary consumption" in the sales circle. consumption”! It is not difficult to understand that when a sales circle is established and stabilized, repeated publicity and advertising will no longer be needed. The “active traffic” will be taken up by the customers in the circle, and the spontaneous publicity will be converted into “passive traffic”. "We all know that passive income is the most scientific way to accumulate wealth. With passive traffic, it is like forming an endless market. With such an environment, creating sales channels based on your own advantages may be the way to success.
The sales circle is so important, how to set it up? What kind of sales circle is reasonable and strong?
The next article "New Promotion Model: Establishing Your Own Sales Circle (2)" will be discussed again.