Lighting articles Taobao operations of: four hundred forty-two law
text / Jia genuine article recommended by the ghost foot seven, he recommended language is: This is really ponder Jia Taobao operations, according to their actual experience to interpret the four hundred forty-two law. Why Taobao best-selling women’s actually a small minority of the national wind? What is successful positioning? What does it mean explosion models? The article has a wonderful answer. Jia really Taobao operators will share two articles, this theme is the lighting, next is asking for a light. It is worth a closer look. Some time ago someone asked non-stop:-generation operators can not find? My answer: very little good, but if a generation of talk about positioning and market operations, only deified their operations technology, determined to give up. Taobao search here have a saying: Can you explain SEO search itself is imperfect, as the search engine of progress, fewer and fewer things can SEO. Similarly, with the mature Taobao, online shopping market has become increasingly return to the business itself, require purely technical operations Taobao actually less and less. Maybe a few years ago, we do not have much experience, Taobao rule is not perfect, operators can even deified some ‘junk’ low-priced products, traditional industries into the electricity business was the first to bow school operations. But later this year, strong feelings: I like these purely operational capability by starting xiaonianqing need to humbly learn traditional industries like real business in operation. In the marketing world, there is a widely used ‘four hundred forty-two law’: direct marketing guru Ed Meyer (Ed Mayer) asked: Success 40% + 40% depending on the positioning depends on the product and pricing + 20% depending on the marketing . After so many years of experience of Taobao, Taobao feel more and more operators is no longer a simple technology, and more for the market’s perception and understanding. The first thing to do 40% of the positioning operation, must be relocated. The product itself is equally important, and why? Sometimes we find that sellers sell the same product, and some evaluation of the product is good, some bad evaluation of the product. Because different stores customer ecosystem is not the same. Sometimes, not a bad product, but he did not sell it to the right people. Many people feel that the product must be quality is king, product quality must be the best. But ZARA succeeded in a number of the general quality of the clothes sold pursue fresh group of young people, as do well. When it comes to location, we have to talk about data. Now electricity providers are aware of the importance of data, all know the benefits of data. But there is no one to think about, in fact, the data is toxic. Now sellers can easily pass data to analyze which products are the largest audiences, and to position themselves in the market for a maximum of Taobao groups. It is likely that the final result is that we all crowded on a single-plank bridge. Now the scene is rendered: Sellers are doing the whole network explosion models. Online shopping and traditional shops have a lot of different, the most significant one: Circle volume. Traditional shop with high turnover often do public things in Nike Air Max 90 Current common, because a radiation only a small storefront business district, the capacity is limited. But we have seen last year, Taobao women’s sales turned out to be the first national wind, a very small minority! Under this line is almost incomprehensible! This proves that the volume of online shopping district big amazing, more amazing is that it is far from being developed! Talk about Nike Air Max 91 my own example: Originally, I feel that the film notebook market is too small. Then I saw the Nike Soccer Shoes iPhone case, after entering found very difficult, and then return to continue to concentrate on doing their own keyboard membrane. Once I store sales and store traffic better than the iPhone the best phone shell sales, although the shell iphone mobile phone market capacity 100 times greater than me. Too many traditional industries into the electricity suppliers are dead at this point, they are too many products to choose from, so they are not filtered into the store to sell. I am a student, Shantou sell sweaters, 20-year history of the plant, very strong, he was also looking for a professional team to give him the flagship store, but also willing to spend money, but the result of poor input-output ratio. He eventually became his strengths instead of bottlenecks. Because his product strength, so his shop on a variety of styles, all ages who wear sweaters, did not consider the target customer. Perhaps he has several millions of dollars, but directly to their simple and crude to target a large category, and is likely to be thrown into the sea like pebbles, water Huadu no. Circle volume, the same competition is more intense. Later, I gave them advice: choose a little style, this shop only on this one. Strive to make your shop to target customers flock to ignore the non-target customers scoffed. I visited a lot of Taobao, found that the success of the store now, almost all successful products and positioning naked. Large size women, Japanese gangsters Fan, ethnic style, and so on. I once thought, operating large stores are super cow A level. But go after the discovery, there is no! They even in the search, train, and so do the efforts repo rate is very small, technology is very general. However, because the positioning is good, repo rate, so they even send tens of thousands of text messages a month to tell the old customer: Happy Holidays (holiday every month), and then came a steady stream of orders. I bought flowers Sheng Kee clothes, very much. So the next time you need to buy clothes, I go to his house to see. If it is not, I was ‘upset’ to use Taobao search. This is the breakdown of the benefits of positioning. In fact, many customers are preliminary, do not bother to use ‘complex’ search engine. Store is not targeted to find traffic, which is a large demand for the product, to sell the product. This method is easy to start to get traffic and sales, but the more backward the more difficult, the inevitable into the Red Sea, shiny inner pain, big sales do not make money. Find a store location will ‘customer’ mentality to see traffic early to abandon a lot of traffic, not very difficult to establish before their customers ecosystem, but more may actually go back simply because your customers’ lives in you this a. Customers become a fan of your product, and even help you promote the product. Many people say that I target the high-end XX. In fact, the price is not positioning direction, but the positioning results. Location is defined using your product for a particular crowd. Just because people like to use the advertised price status, the result is that you bring the price forced higher. There is a misunderstanding: the high-end products are not made to be good? But 2012 is the first global brand value of Coca-Cola. In addition, China’s largest market is not high, the future of online shopping growth in the second and third tier cities. Simply sellers is a very tedious task. And a good position, like the sellers wrote a very exciting story, let us passion burning, and the perfect ending to this story is very predictable, the word: the brand. How to test their successful positioning shop there? The answer is no explosion models. We see the well-known line under brand Taobao shop, often not particularly outstanding explosion models. Because the explosion models, often because a particular customer loyalty cost of a product, which is very dangerous. 2015 Latest Nike Shoes When each product sold well, indicating that customers are really in love with this store, this brand. 40% of the product and pricing product design has always been my weakness, I took 600 dollars in 2009 a man went digital accessories wholesale market started Taobao, choose things that are common market, no competition, but doing it pure ability to operate on their own. Who also was confident that I can do what product. But the following two stories changed my: Story 1: In Nanjing, a large size women’s homes, the boss’s words make me very popular with: ‘I’m a paranoid person, If you buy something flawed, I’d rather not buy nor will. So do I store products so. ‘He is now only a C shop, on sales of an estimated 7 million more. In previous years, we all sort of do it because guide the search of low-cost explosion models, he always insisted on doing quality home. A few years ago is indeed difficult, but insisted a few years later, he broke out. I said it was ‘a good product eventually defeated the marketing and search’, Taobao will eventually return to the market, so the direction of, will one day arrive. I think he can be successful, the most important of two reasons: the election of a repo rate of industry positioning. Good product to help him in recent years, he accumulated a large number of customers. After this thing, I reflected a lot. Now I have asked myself and employees must use their keyboard membrane. There supervisor told me, do not want to use. I told him that with the uncomfortable? Then think of ways to find products to make you comfortable! Marketing, can only solve the first customers, and the product itself is the core of the market. Contact with a large number of sellers, I also found a very interesting situation: do the traditional industry bosses looking to chat with me, more products and more good talks. The only electricity supplier, often talk of a cattle operation B. Guess, the future, who will live longer? Story 2: Nanjing most car washes work very deft, fast. A trip to a car wash, car wash limited time of not less than XX minutes before the car to see the next door mats, lad reminder: the front of the car to wipe their feet. Warm heart. Door open and found a towel in the cab feet, said: ‘You towel off the car!.’ My heart still muse boy forgetful. The young man warned: ‘On the car and then a clean towel to wipe their feet, there is no dust on it!’ I was very impressed! In fact, they need not call what I was after the car, just need a clean car to me to complete the entire sales process, and then I get on the train that dirty not his thing. I was moved, because their sales are really help me solve a problem. After that, I told from: I’ll do business, it must be 90% + 10% of the business mind. It gives me the change is: a keyboard membrane per store sales, will be an additional gift of an ordinary flat membrane, and in the description does not tell him. When customers receive our product, the invoice must be the words: Premiums Universal film, pro keyboard membrane wash when you can temporarily use this. I agree with Steve Jobs’s words: money is the result of corporate behavior, not an end. If a different mentality, different products will be greatly. About Pricing I had made a microblogging: a medical terminally ill people encounter a priest, gave him a magic pill, and received him 9999 yuan. Later, his illness a nice. But the story behind it: elixir only starch, but because the people began to despair, then there are the hope, so the immune system recovery, and finally produced a miracle, self-healing. So this time we think the pricing of this product can not depart from his own constituents? 9999 yuan is too expensive or too cheap? While this is a fabricated story, but many cosmetics are similar. As long as you make customers feel that he himself becomes more beautiful, and that is excellent value for money. Pricing needs to be responsible for the final result, rather than cost. Regrettably, the current Taobao’s low margin can not support everyone to think about: how to become priests starch save lives. But I believe that the future changes in this industry, will lead the next phase electricity supplier. Even from the data test run, especially in the category of non-standard products, prices and conversion rates tend to be not a simple proportional relationship. Sometimes, I can not judge a piece of clothing from the Internet quality and workmanship exactly how I usually buy expensive some. (Of course, I can only represent a part of people) Admittedly, very large number of customers on Taobao is like low-cost explosion models, in the absence of individualized before we see mainstream products are customer-friendly. But after Taobao personalized, thousands of thousand faces, the brand’s passenger unit may affect see your product identity. Think about your product bulk to Taobao has a high spending power of people, what is a temptation to do. Because the customer first, so the future of Taobao, will not blow explosion models. Because customer needs diversify, so Taobao explosion models that will not only allow a business model. This is a very interesting opportunities and challenges! 20% of marketing in Taobao achieved some results after a lot of relatives and friends come to me, ‘Teach me!’ They probably want to know is Taobao operations trick. Usually I would advise them not to do Taobao, unless he has an unquenchable passion for the industry. Let them reason: to see other people doing business are beautiful to look at, but actually do not much Taobao profitable company. The same people a year make 50,000, Taobao did not even leave to go to work may leisurely. Taobao really no trick, otherwise why would I still just stick a profession? Trick Taobao operations are basically based on product and market, details very much. My own shop located 3C digital industry, I put on a lot in search of energy, which is the main entrance to my new customers, but I went home large size women suggested that they search only invest part of the effort to do like 60 minutes . Focus more on new customers and old customers around. In general repo rate is high in the industry itself, the old customers is actually more important sales focus, new customers and old customers around the search for new clients than actually may be more valuable. I asked their boss: CRM speaking to you, more important than the search, you have not done some efforts to tap new customer satisfied customers around your clothes? Operators answer talk: Recommended purchase, return XX yuan! I bought a Amoy brand of men, made to it, the host Zhu Dan commented: great taste! At this time I would recommend to a friend this store feel great sense of accomplishment. Sometimes, the customer is not willing to go to share, but do not think of it. However, the customer is very taboo thing for the money Tell a friend (unless lure large enough), and willing to get friends to recommend approval and recognition. But there is no one size fits all Taobao operating manual, different industries, different products, different positioning, there will be very different. If you want to find new customers, you have to know your most effective new customer portal is where? Search, Amoy, repurchase, train, or other categories? If I give operational advice: first of all have done regular entrance 60 minutes, and then to focus on the most suitable point. Taobao traffic will become increasingly fragmented, if a large company, it is recommended that all conventional flow inlet of hand, assessment ROI. If you are an individual, choose for themselves in terms of energy input-output ratio a little higher to the Lord to do. Once read a book on brand building, he said good brand must not where all good, but there is particularly good, Taobao operations as well. Postscript not remember which Jackson said: borrowed fire, the point does not shine their own light heart. I will share a total Nike Blazer Mens of two operational text, an article would be ‘asking for a light’, we easily can understand some of the fragmentation strategy Taobao operations. And this one, I hope, ‘lighting’ throughout the text preach, but if there are people who understand spirituality, I believe that we can see is a more sleek, new world. (This article first appeared in the i world network operators, author Jia true, Sina Weibo @ Jia really iphoneke, recommended by the ghost foot seven, Micro Signal: taobaoguijiaoqi) welcomes the search for the micro-letters ‘txws_txws’ Follow our official micro letter every six wonderful Article miss. ]Lighting articles Taobao operations of: four hundred forty-two law
text / Jia genuine article recommended by the ghost foot seven, he recommended language is: This is really ponder Jia Taobao operations, according to their actual experience to interpret the four hundred forty-two law. Why Taobao best-selling women’s actually a small minority of the national wind? What is successful positioning? What does it mean explosion models? The article has a wonderful answer. Jia really Taobao operators will share two articles, this theme is the lighting, next is asking for a light. It is worth a closer look. Some time ago someone asked non-stop:-generation operators can not find? My answer: very little good, but if a generation of talk about positioning and market operations, only deified their operations technology, determined to give up. Taobao search here have a saying: Can you explain SEO search itself is imperfect, as the search engine of progress, fewer and fewer things can SEO. Similarly, with the mature Taobao, online shopping market has become increasingly return to the business itself, require purely technical operations Taobao actually less and less. Maybe a few years ago, we do not have much experience, Taobao rule is not perfect, operators can even deified some ‘junk’ low-priced products, traditional industries into the electricity business was the first to bow school operations. But later this year, strong feelings: I like these purely operational capability by starting xiaonianqing need to humbly learn traditional industries like real business in operation. In the marketing world, there is a widely used ‘four hundred forty-two law’: direct marketing guru Ed Meyer (Ed Mayer) asked: Success 40% + 40% depending on the positioning depends on the product and pricing + 20% depending on the marketing . After so many years of experience of Taobao, Taobao feel more and more operators is no longer a simple technology, and more for the market’s perception and understanding. The first thing to do 40% of the positioning operation, must be relocated. The product itself is equally important, and why? Sometimes we find that sellers sell the same product, and some evaluation of the product is good, some bad evaluation of the product. Because different stores customer ecosystem is not the same. Sometimes, not a bad product, but he did not sell it to the right people. Many people feel that the product must be quality is king, product quality must be the best. But ZARA succeeded in a number of the general quality of the clothes sold pursue fresh group of young people, as do well. When it comes to location, we have to talk about data. Now electricity providers are aware of the importance of data, all know the benefits of data. But there is no one to think about, in fact, the data is toxic. Now sellers can easily pass data to analyze which products are the largest audiences, and to position themselves in the market for a maximum of Taobao groups. It is likely that the final result is that we all crowded on a single-plank bridge. Now the scene is rendered: Sellers are doing the whole network explosion models. Online shopping and traditional shops have a lot of different, the most significant one: Circle volume. Traditional shop with high turnover often do public things in common, because a radiation only a small storefront business district, the capacity is limited. But we have seen last year, Taobao women’s sales turned out to be the first national wind, a very small minority! Under this line is almost incomprehensible! This proves that the volume of online shopping district big amazing, more amazing is that it is far from being developed! Talk about my own example: Originally, I feel that the film notebook market is too small. Then I saw the iPhone case, after entering found very difficult, and then return to continue to concentrate on doing their own keyboard membrane. Once I store sales and store traffic better than the iPhone the best phone shell sales, although the shell iphone mobile phone market capacity 100 times greater than me. Too many traditional industries into the electricity suppliers are dead at this point, they are too many products to choose from, so they are not filtered into the store to sell. I am a student, Shantou sell sweaters, 20-year history of the plant, very strong, he was also looking for a professional team to give him the flagship store, but also willing to spend money, but the result of poor input-output ratio. He eventually became his strengths instead of bottlenecks. Because his product strength, so his shop on a variety of styles, all ages who wear sweaters, did not consider the target customer. Perhaps he has several millions of dollars, but directly to their simple and crude to target a large category, and is likely to be thrown into the sea like pebbles, water Huadu no. Circle volume, the same competition is more intense. Later, I gave them advice: choose a little style, this shop only on this one. Strive to make your shop to target customers flock to ignore the non-target customers scoffed. I visited a lot of Taobao, found that the success of the store now, almost all successful products and positioning naked. Large size women, Japanese gangsters Fan, ethnic style, and so on. I once thought, operating large stores are super cow A level. But go after the discovery, there is no! They even in the search, train, and so do the efforts repo rate is very small, technology is very general. However, because the positioning is good, repo rate, so they even send tens of thousands of text messages a month to tell the old customer: Happy Holidays (holiday every month), and then came a steady stream of orders. I bought flowers Sheng Kee clothes, very much. So the next time you need to buy clothes, I go to his house to see. If it is not, I was ‘upset’ to use Taobao search. This is the breakdown of the benefits of positioning. In fact, many customers are preliminary, do not bother to use ‘complex’ search engine. Store is not targeted to find traffic, which is a large demand for the product, to sell the product. This method is easy to start to get traffic and sales, but the more backward the more difficult, the inevitable into the Red Sea, shiny inner pain, big sales do not make money. Find a store location will ‘customer’ mentality to see traffic early to abandon a lot of traffic, not very difficult to establish before their customers ecosystem, but more may actually go back simply because your customers’ lives in you this a. Customers become a fan of your product, and even help you promote the product. Many people say that I target the high-end XX. In fact, the price is not positioning direction, but the positioning results. Location is defined using your product for a particular crowd. Just because people like to use the advertised price status, the result is that you bring the price forced higher. There is a misunderstanding: the high-end products are not made to be good? But 2012 is the first global brand value of Coca-Cola. In addition, China’s largest market is not high, the future of online shopping growth in the second and third tier cities. Simply sellers is a very tedious task. And a good position, like the sellers wrote a very exciting story, let us passion burning, and the perfect ending to this story is very predictable, the word: the brand. How to test their successful positioning shop there? The answer is no explosion models. We see the well-known line under brand Taobao shop, often not particularly outstanding explosion models. Because the explosion models, often because a particular customer loyalty cost of a product, which is very dangerous. When each product sold well, indicating that customers are really in love with this store, this brand. 40% of the product and pricing product design has always been my weakness, I took 600 dollars in 2009 a man went digital accessories wholesale market started Taobao, choose things that are common market, no competition, but doing it pure ability to operate on their own. Who also was confident that I can do what product. But the following two stories changed my: Story 1: In Nanjing, a large size women’s homes, the boss’s words make me very popular with: ‘I’m a paranoid person, If you buy something flawed, I’d rather not buy nor will. So do I store products so. ‘He is now only a C shop, on sales of an estimated 7 million more. In previous years, we all sort of do it because guide the search of low-cost explosion models, he always insisted on doing quality home. A few years ago is indeed difficult, but insisted a few years later, he broke out. I said it was ‘a good product eventually defeated 2015 Latest Nike Shoes the marketing and search’, Taobao will eventually return to the market, so the direction of, will one day arrive. I think he can be successful, the most important of two reasons: the election of a repo rate of industry positioning. Good product to help him in recent years, he accumulated a large number of customers. After this thing, I reflected a lot. Now I have asked myself and employees must use their keyboard membrane. There supervisor told me, do not want to use. I told him that with the uncomfortable? Then think of ways to find products to make you comfortable! Marketing, can only solve the first customers, and the product itself is the core of the market. Contact with a large number of sellers, I also found a very interesting situation: do the traditional industry bosses looking to chat with me, more products and more good talks. The only electricity supplier, often talk of a cattle operation B. Guess, the future, who will live longer? Story 2: Nanjing most car washes work very deft, fast. A trip to a car wash, car wash limited time of not less than XX minutes before the car to see the next door mats, lad reminder: the front of the car to wipe their feet. Warm heart. Door open and found a towel in the cab feet, said: ‘You towel off the car!.’ My heart still muse boy forgetful. The young man warned: ‘On the car and then a clean towel to wipe their feet, there is no dust on it!’ I was very impressed! In fact, they need not call what I was after the car, just need a clean car to me to complete the entire sales process, and then I get on the train that dirty not his thing. I was moved, because their sales are really help me solve a problem. After that, I told from: I’ll do business, it must be 90% + 10% of the business mind. It gives me the change is: a keyboard membrane per store sales, will be an additional gift of an ordinary flat membrane, and in the description does not tell him. When customers receive our product, the invoice must be the words: Premiums Universal film, pro keyboard membrane wash when you can temporarily use this. I agree with Steve Jobs’s words: money is the result of corporate behavior, not an end. If a different mentality, different products will be greatly. About Pricing I had made a microblogging: a medical terminally ill people encounter a priest, gave him a magic pill, and received him 9999 yuan. Later, his illness a nice. But the story behind it: elixir only starch, but because the people began to despair, then there are the hope, so the immune system recovery, and finally produced a miracle, self-healing. So this time we think the pricing of this product can not depart from his own constituents? 9999 yuan is too expensive or too cheap? While this is a fabricated story, but many cosmetics are similar. As long as you make customers feel that he himself becomes more beautiful, and that is excellent value for money. Pricing needs to be responsible for the final result, rather than cost. Regrettably, the current Taobao’s low margin can not support everyone to think about: how to become priests starch save lives. But I believe that the future changes in this industry, will lead the next phase electricity supplier. Even from the data test run, especially in the category of non-standard products, prices and conversion rates tend to be not a simple proportional relationship. Sometimes, I can not judge a piece of clothing from the Internet quality and workmanship exactly how I usually buy expensive some. (Of course, I can only represent a part of people) Admittedly, very large number of customers on Taobao is like low-cost explosion models, in the absence of individualized before we see mainstream products are customer-friendly. But after Taobao personalized, thousands of thousand faces, the brand’s passenger unit may affect see your product identity. Think about your product bulk to Taobao has a high spending power of people, what is a temptation to do. Because the customer first, so the future of Taobao, will not blow explosion models. Because customer needs diversify, so Taobao explosion models that will not only allow a business model. This is a very interesting opportunities and challenges! 20% of marketing in Taobao achieved some results after a lot of relatives and friends come to me, ‘Teach me!’ They probably want to know is Taobao operations trick. Usually I would advise them not to do Taobao, unless he has an unquenchable passion for the industry. Let them reason: to see other people doing business are beautiful to look at, but actually do not much Taobao profitable company. The same people a year make 50,000, Taobao did not even leave to go to work may leisurely. Taobao really no trick, otherwise why would I still just stick a profession? Trick Taobao operations are basically based on product and market, details very much. My own shop located 3C digital industry, I put on a lot in search of energy, which is the main entrance to my new customers, but I went home large size women suggested that they search only invest part of the effort to do like 60 minutes . Focus more on new customers and old customers around. In general repo rate is high in the industry itself, the old customers is actually more important sales focus, new customers and old customers around the search for new clients than actually may be more valuable. I asked their boss: CRM speaking to you, more important than the search, you have not done some efforts to tap new customer satisfied customers around your clothes? Operators answer talk: Recommended purchase, return XX yuan! I bought a Amoy brand of men, made to it, the host Zhu Dan commented: great taste! At this time I would recommend to a friend this store feel great sense of accomplishment. Sometimes, the customer is not willing to go to share, but do not think of it. However, the customer is very taboo thing for the money Tell a friend (unless lure large enough), and willing to get friends to recommend approval and recognition. But there is no one size fits all Taobao operating manual, different industries, different products, different positioning, there will be very different. If you want to find new customers, you have to know your most effective new customer portal is where? Search, Amoy, repurchase, train, or other categories? If I give operational advice: first of all have done regular entrance 60 minutes, and then to focus on the most suitable point. Taobao traffic will become increasingly fragmented, if a large company, it is recommended that all conventional flow inlet of hand, assessment ROI. If you are an individual, choose for themselves in terms of energy input-output ratio a little higher to the Lord to do. Once read a book on brand building, he said good brand must not where all good, but there is particularly good, Taobao operations as well. Postscript not remember which Jackson said: borrowed fire, the point does not shine their own light heart. I will share a total of two operational text, an article would be ‘asking for a light’, we easily can understand some of the fragmentation strategy Taobao operations. And this one, I hope, ‘lighting’ throughout the text preach, but if there are people who understand spirituality, I believe that we can see is a more sleek, new world. (This article first appeared in the i world network operators, author Jia true, Sina Weibo @ Jia really iphoneke, recommended by the ghost foot seven, Micro Signal: taobaoguijiaoqi) welcomes the search for the micro-letters ‘txws_txws’ Follow our official micro letter every six wonderful Article miss. ]Lighting articles Taobao operations of: four hundred forty-two law
text / Jia genuine article recommended by the ghost foot seven, he recommended language is: This is really ponder Jia Taobao operations, according to their actual experience to interpret the four hundred forty-two law. Why Taobao best-selling women’s actually a small minority of the national wind? What is successful positioning? What does it mean explosion models? The article has a wonderful answer. Jia really Taobao operators will share two articles, this theme is the lighting, next is asking for a light. It is worth a closer look. Some time ago someone asked non-stop:-generation operators can not find? My answer: very little good, but if a generation of talk about positioning and market operations, only deified their operations technology, determined to give up. Taobao search here have a saying: Can you explain SEO search itself is imperfect, as the search engine of progress, fewer and fewer things can SEO. Similarly, with the mature Taobao, online shopping market has become increasingly return to the business itself, require purely technical operations Taobao actually less and less. Maybe a few years ago, we do not have much experience, Taobao rule is not perfect, operators can even deified some ‘junk’ low-priced products, traditional industries into the electricity business was the first to bow school operations. But later this year, strong feelings: I like these purely operational capability by starting xiaonianqing need to humbly learn traditional industries like real business in operation. In the marketing world, there is a widely used ‘four hundred forty-two law’: direct marketing guru Ed Meyer (Ed Mayer) asked: Success 40% + 40% depending on the positioning depends on the product and pricing + 20% depending on the marketing . After so many years of experience of Taobao, Taobao feel more and more operators is no longer a simple technology, and more for the market’s perception and understanding. The first thing to do 40% of the positioning operation, must be relocated. The product itself is equally important, and why? Sometimes we find that sellers sell the same product, and some evaluation of the product is good, some bad evaluation of the product. Because different stores customer ecosystem is not the same. Sometimes, not a bad product, but he did not sell it to the right people. Many people feel that the product must be quality is king, product quality must be the best. But ZARA succeeded in a number of the general quality of the clothes sold pursue fresh group of young people, as do well. When it comes to location, we have to talk about data. Now electricity providers are aware of the importance of data, all know the benefits of data. But there is no one to think about, in fact, the data is toxic. Now sellers can easily pass data to analyze which products are the largest audiences, and to position themselves in the market for a maximum of Taobao groups. It is likely that the final result is that we all crowded Nike Air Max 97 on a single-plank bridge. Now the scene is rendered: Sellers are doing the whole network explosion models. Online shopping and traditional shops have a lot of different, the most significant one: Circle volume. Traditional shop with high turnover often do public things in common, because a radiation only a small storefront business district, the capacity is limited. But we have seen last year, Taobao women’s sales turned out to be the first national wind, a very small minority! Under this line is almost incomprehensible! This proves that the volume of online shopping district big amazing, more amazing is that it is far from being developed! Talk about my own example: Originally, I feel that the film notebook market is too small. Then I saw the iPhone case, after entering found very difficult, and then return to continue to concentrate on doing their own keyboard membrane. Once I store sales and store traffic better than the iPhone the best phone shell sales, although the shell iphone mobile phone market capacity 100 times greater than me. Too many traditional industries into the electricity suppliers are dead at this point, they are too many products to choose from, so they are not filtered into the store to sell. I am a student, Shantou sell sweaters, 20-year history of the plant, very strong, he was also looking for a professional team to give him the flagship store, but also willing to spend money, but the result of poor input-output ratio. He eventually became his strengths instead of bottlenecks. Because his product strength, so his shop on a variety of styles, all ages who wear sweaters, did not consider the target customer. Perhaps he has several millions of dollars, but directly to their simple and crude to target a large category, and is likely to be thrown into the sea like pebbles, water Huadu no. Circle volume, the same competition is more intense. Later, I gave them advice: choose a little style, this shop only on this one. Strive to make your shop to target customers flock to ignore the non-target customers scoffed. I visited a lot of Taobao, found that the success of the store now, almost all successful products and positioning naked. Large size women, Japanese gangsters Fan, ethnic style, and so on. I once thought, operating large stores are super cow A level. But go after the discovery, there is no! They even in the search, train, and so do the efforts repo rate is very small, technology is very general. However, because the positioning is good, repo rate, so they even send tens of thousands of text messages a month to tell the old customer: Happy Holidays (holiday every month), and then came a steady stream of orders. I bought flowers Sheng Kee clothes, very much. So the next time you need to buy clothes, I go to his house to see. If it is not, I was ‘upset’ to use Taobao search. This is the breakdown of the benefits of positioning. In fact, many customers are preliminary, do not bother to use ‘complex’ search engine. Store is not targeted to find traffic, which is a large demand for the product, to sell the product. This method is easy to start to get traffic and sales, but the more backward the more difficult, the inevitable into the Red Sea, shiny inner pain, big sales do not make money. Find a store location will ‘customer’ mentality to see traffic early to abandon a lot of traffic, not very difficult to establish before their customers ecosystem, but more may actually go back simply because your customers’ lives in you this a. Customers become a fan of your product, and even help you promote the product. Many people say that I target the high-end XX. In fact, the price is not positioning direction, but the positioning results. Location is defined using your product for a particular crowd. Just because people like to use the advertised price status, the result is that you bring the price forced higher. There is a misunderstanding: the high-end products are not made to be good? But 2012 is the first global brand value of Coca-Cola. In addition, China’s largest market is not high, the future of online shopping growth in the second and third tier cities. Simply sellers is a very tedious task. And a good position, like the sellers wrote a very exciting story, let us passion burning, and the perfect ending to this story is very predictable, the word: the brand. How to test their successful positioning shop there? The answer is no explosion models. We see the well-known line under brand Taobao shop, often not particularly outstanding explosion models. Because the explosion models, often because a particular customer loyalty cost of a product, which is very dangerous. When each product sold well, indicating that customers are really in love with this store, this brand. 40% of the product and pricing product design has always been my weakness, I took 600 dollars in 2009 a man went digital accessories wholesale market started Taobao, choose things that are common market, no competition, but doing it pure ability to operate on their own. Who also was confident that I can do what product. But the following two stories changed my: Story 1: In Nanjing, a large size women’s homes, the boss’s words make me very popular with: ‘I’m a paranoid person, If you buy something flawed, I’d rather not buy nor will. So do I store products so. ‘He is now only a C shop, on sales of an estimated 7 million more. In previous years, we all sort of do it because guide the search of low-cost explosion models, he always insisted on doing quality home. A few years ago is indeed difficult, but insisted a few years later, he broke out. I said it was ‘a good product eventually defeated the marketing and search’, Taobao will eventually return to the market, so the direction of, will one day arrive. I think he can be successful, the most important of two reasons: the election of a repo rate of industry positioning. Good product to help him in recent years, he accumulated a large number of customers. After this thing, I reflected a lot. Now I have asked myself and employees must use their keyboard membrane. There supervisor told me, do not want to use. I told him that with the uncomfortable? Then think Air Jordan 10 of ways to find products to make you comfortable! Marketing, can only solve the first customers, and the product itself is the core of the market. Contact with a large number of sellers, I also found a very interesting situation: do the traditional industry bosses looking to chat with me, more products and more good talks. The only electricity supplier, often talk of a cattle operation B. Guess, the future, who will live longer? Story 2: Nanjing most car washes work very deft, fast. A trip to a car wash, car wash limited time of not less than XX minutes before the car to see the next door mats, lad reminder: the front of the car to wipe their feet. Warm heart. Door open and found a towel in the cab feet, said: ‘You towel off the car!.’ My heart still muse boy forgetful. The young man warned: ‘On the car and then a clean towel to wipe their feet, there is no dust on it!’ I was very impressed! In fact, they need not call what I was after the car, just need a clean car to me to complete the entire sales process, and then I get on the train that dirty not his thing. I was moved, because their sales are really help me solve a problem. After that, I told from: I’ll do business, it must be 90% + 10% of the business mind. It gives me the change is: a keyboard membrane per store sales, will be an additional gift of an ordinary flat membrane, and in the description does not tell him. When customers receive our product, the invoice must be the words: Premiums Universal film, pro keyboard membrane wash when you can temporarily use this. I agree with Steve Jobs’s words: money is the result of corporate behavior, not an end. If a different mentality, different products will be greatly. About Pricing I had made a microblogging: a medical terminally ill people encounter a priest, gave him a magic pill, and received him 9999 yuan. Later, his illness a nice. But the story behind it: elixir only starch, but because the people began to despair, then there are the hope, so the immune system recovery, and finally produced a miracle, self-healing. So this time we think the pricing of this product can not depart from his own constituents? 9999 yuan is too expensive or too cheap? While this is a fabricated story, but many cosmetics are similar. As long as you make customers feel that he himself becomes more beautiful, and that is excellent value for money. Pricing needs to be responsible for the final result, rather than cost. Regrettably, the current Taobao’s low margin can not support everyone to think about: how to become priests starch save lives. But I believe that the future changes in this industry, will lead the next phase electricity supplier. Even from the data test run, especially in the category of non-standard products, prices and conversion rates tend to be not a simple proportional relationship. Sometimes, I can not judge a piece of clothing from the Internet quality and workmanship exactly how I usually buy expensive some. (Of course, I can only represent a part of people) Admittedly, very large number of customers on Taobao is like low-cost explosion models, in the absence of individualized before we see mainstream products are customer-friendly. But after Taobao personalized, thousands of thousand faces, the brand’s passenger unit may affect see your product identity. Think about your product bulk to Taobao has a high spending power of people, what is a temptation to do. Because the customer first, so the future of Taobao, will not blow explosion models. Because customer needs diversify, so Taobao explosion models that will not only allow a business model. This is a very interesting opportunities and challenges! 20% of marketing in Taobao achieved some results after a lot of relatives and friends come to me, ‘Teach me!’ They probably want to know is Taobao operations trick. Usually I would advise them not to do Taobao, unless he has an unquenchable passion for the industry. Let them reason: to see other people doing business are beautiful to look at, but actually do not much Taobao 2015 Latest Nike Shoes profitable company. The same people a year make 50,000, Taobao did not even leave to go to work may leisurely. Taobao really no trick, otherwise why would I still just stick a profession? Trick Taobao operations are basically based on product and market, details very much. My own shop located 3C digital industry, I put on a lot in search of energy, which is the main entrance to my new customers, but I went home large size women suggested that they search only invest part of the effort to do like 60 minutes . Focus more on new customers and old customers around. In general repo rate is high in the industry itself, the old customers is actually more important sales focus, new customers and old customers around the search for new clients than actually may be more valuable. I asked their boss: CRM speaking to you, more important than the search, you have not done some efforts to tap new customer satisfied customers around your clothes? Operators answer talk: Recommended purchase, return XX yuan! I bought a Amoy brand of men, made to it, the host Zhu Dan commented: great taste! At this time I would recommend to a friend this store feel great sense of accomplishment. Sometimes, the customer is not willing to go to share, but do not think of it. However, the customer is very taboo thing for the money Tell a friend (unless lure large enough), and willing to get friends to recommend approval and recognition. But there is no one size fits all Taobao operating manual, different industries, different products, different positioning, there will be very different. If you want to find new customers, you have to know your most effective new customer portal is where? Search, Amoy, repurchase, train, or other categories? If I give operational advice: first of all have done regular entrance 60 minutes, and then to focus on the most suitable point. Taobao traffic will become increasingly fragmented, if a large company, it is recommended that all conventional flow inlet of hand, assessment ROI. If you are an individual, choose for themselves in terms of energy input-output ratio a little higher to the Lord to do. Once read a book on brand building, he said good brand must not where all good, but there is particularly good, Taobao operations as well. Postscript not remember which Jackson said: borrowed fire, the point does not shine their own light heart. I will share a total of two operational text, an article would be ‘asking for a light’, we easily can understand some of the fragmentation strategy Taobao operations. And this one, I hope, ‘lighting’ throughout the text preach, but if there are people who understand spirituality, I believe that we can see is a more sleek, new world. (This article first appeared in the i world network operators, author Jia true, Sina Weibo @ Jia really iphoneke, recommended by the ghost foot seven, Micro Signal: taobaoguijiaoqi) welcomes the search for the micro-letters ‘txws_txws’ Follow our official micro letter every six wonderful Article miss. ]