1, do your homework. As an important tested product of e-commerce distribution platform, improving the success rate and efficiency of product testing is the key to increase store sales.
Steven, a novice seller of Shopee in Shenzhen, made Amazon and Wish, and started Shopee last June. Now there are six people in charge of Shopee, including two in charge of product selection. "Because I have done cross-border e-commerce before and understand the idea of product testing, the focus of team efficiency improvement is on the optimization of product selection." Steven said. "In August last year, we chose Shopee and used the product data of Shopee to select products quickly and accurately. We often look at this piece from several angles: the best-selling products at present and the best-selling products in the best-selling stores. But pay attention to distinguish between local stores and overseas stores. When we are overseas stores, we must assess the risks of the next category and find products that suit us. " Steven said: "Shopee's choice is different from Wish and Amazon. Mainly in Southeast Asian style, it has a unique regional color. For example, the second batch of stores we opened opened an Indonesian site, and the choice direction focused on breaking through the religious category, followed by makeup. Because girls in places like Indonesia and Thailand have makeup needs, it is also our direction to choose makeup that suits their price and texture. The third breakthrough direction is to try high-priced products. "
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Steven said: "to do e-commerce, we need to measure and test one by one, and the cycle is long, which has the risk of overstocking and occupies funds." Inventory seems to be an "asset". In fact, for e-commerce, the most likely thing is bad debts that cannot be sold. So product selection is very important. Using Shopee's data selection method, our current store sales rate is 60%-85%, which is basically 20%-30% higher than the average level in the station. Accurate selection, fast delivery, agile after-sales and good store operation. "
Steven said that the future development direction will focus on using Shopee data to develop new explosives and start to lead the market.
2. Re-select products and pay more attention to stores. Shopee's store concept can not be ignored, and the store strategy directly affects the conversion of traffic.
Mr. Wang, who switched from Pinduoduo to Shopee for one year, came into contact with cross-border platforms for the first time.
"When we first started, the biggest problem was the lack of understanding of the platform and the market. Unlike Pinduoduo, which is aimed at domestic consumers. When I planned to be a Shopee last year, I asked some cross-border friends and popularized some knowledge. But after all, it is impossible to treat people as Baidu, and then my friend recommended some Shopee version of the data. When I applied to open a shop, I bought some first, analyzed the market situation in Southeast Asia, and found that the products are similar to ours to some extent, which can be broken through. Then prepare the supply chain and negotiate with some suppliers of explosive products. After the store came down, I asked the operation team to study the characteristics of the platform. If I don't know, I asked my tutor. This is the added value I got from the point, which saved me a lot of learning costs. Because we are a novice shop, we mainly use the detailed part of Shopee's shop, especially the key data such as category analysis, new products of the shop and new time period, so that operators can quickly and directly grasp the scientific strategy of excellent shops.
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In fact, from the analysis of hot-selling shops, we can analyze the main category and auxiliary category strategies, as well as the sales volume and sales price of hot-selling new products, and we can analyze the product strategy. This is a skill that our Shopee operation team must master. I have to say that through the detailed analysis of the store data, we found the direction of building the store, and we didn't waste time at the beginning. Then the products were combined with our original products and supplementary categories, and the store was opened soon. "
3, there are products to drain. Drainage is the premise of store transformation and the top priority of Shopee operation. Shopee's traffic sources mainly include: main picture+title+keywords+fans+off-site, etc.
Mike, who also transferred from domestic trade to Shopee, specializes in product drainage, and some people in his team specialize in internal and external drainage.
"We first studied the drainage related modules in Shopee, as well as hot-selling products and shops. Finally, we have formulated the basic drainage law and the superposition law. The basic law includes the use of the main picture, title and label of the best-selling models after inquiring about shops and products by classification. We found that excellent shops have outstanding characteristics, that is, the strategies they formed, which we applied to our own products. Mainly the keyword drainage method, as well as the title creation method of the main picture. These are the experiences we got from Shopee's analysis. Then add our own brand characteristics and make a good drainage plan for the products. At present, large stores that have been in operation for five months can basically place 100 orders a day on average. In the second batch of shops, we opened a small language site, and the hot search words and tag words of the order were translated in Chinese, and the basic application was no problem.
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Choose drainage words. We prefer to choose the latest words. But sometimes it is also handled in special periods, such as holidays and celebrations, so we should pay attention to updating the drainage words in time. "Mike introduced us and helped us open the method of Shopee drainage analysis.
4. Pay attention to the user experience and do a good job in after-sales and fan marketing. Shopee's social attributes are relatively heavy, and the platform rules can be seen as biased towards protecting the buyer's experience. After-sales and fan marketing are necessary lessons.
Mike shared with us a Shopee operation skill, which is fan marketing. "Every time there is a promotion or a new store, I will ask the staff to send daily greetings to the fans of the store to inform us of our dynamics. Shops with good fan quality have a high proportion of replies to inquiries, especially during the new store period, which is often the source of the first order in our store. We have our own fan optimization strategy to improve the quality of fans in the store, and then marketing to improve the conversion rate. Click on Shopee's fan tool, which greatly improves my efficiency. After the number of fans in the store increases, we no longer send messages to fans manually, but use tools to send them in batches, saving time and effort. There are also users who have bought in the store, and they can also do secondary marketing to promote re-ordering. " Mike said that this is a value-added service he got outside the Shopee selection.
5. Keep a good attitude. No business can make everyone explode, but finding a way that suits you can pay off. Many novices like to ask "dry goods" and "what to do" in the group and ask the basic rules of the platform. It is king for everyone to find their own development route. Others have no obligation to make "encyclopedias", let alone hope that everyone will sell the same products. But Shopee's data is comprehensive, which is actually more reliable than "listening to friends". In addition, in the 20 interviews, the incubation period of six novice sellers has not yet ended. Their knowledge acquisition depends on the service of Dianba. Except for Shrimp University, they have questions and answers. Wang Xiaoli, who has just opened the store for less than two months, said, "The most important thing is to have a group of sellers, and you can talk to your peers. I found a friend in the group who can help me solve the logistics problem, which is an unexpected gain. Although I only opened one store, most of the operations are manual, only using electric tyrants to select products and optimize drainage, but the new store now has orders every day. After the unexpected incubation period, I can apply for another store. Step by step, I believe the store will not be too bad. "
Shopee, now basically a novice seller of Shopee. What kind of software is it? We invited a big seller to make an evaluation and summarized the following points for your reference.
Diandian, a software brand focusing on data analysis of e-commerce industry, has three products: Diandian Pinduoduo, Diandian Shopee and Diandian Tik Tok. Diandian is an intelligent data analysis software, which has a deep insight into the operation of e-commerce. Through the use of big data and algorithms, full-chain data analysis technology, focusing on precision marketing, integrating massive data, providing users with comprehensive, accurate and efficient data analysis and forecasting analysis, and providing reliable basis for e-commerce operation decisions. In the rapidly iterative and rapidly changing market environment, Diandian keeps pace with the times with its solid technical ability and rich operational experience, focuses on data analysis in the field of e-commerce, empowers the operation and development of e-commerce with accurate data and information, and creates value for users.
Shopee's functions and services. The characteristic service of Diandian is online tutor service, and members can consult Shopee operation and Shopee data interpretation online at any time. The core functions of Diandian counter mainly include:
Product data: key data indicators such as sales volume, price, favorable comments and popularity of popular products. Can distinguish between local and overseas products. Accurate analysis of hot-selling products helps sellers to quickly grasp the market situation.
Store data: The chart presents key indicators such as store sales trend, sales rate, sales ranking and heat ranking. Can distinguish between local stores and overseas stores. The detailed data indicators of the store can analyze the category analysis, hot sales and new products of the store and the situation of the store in the new period.
Industry category analysis: understand the transaction transformation and market size data through the industry situation, and understand the market trend. You can quickly view key indicators such as industry category sales growth data, sales rate and product average price.
Tag word analysis: analyze key data such as sales volume, growth rate, sales rate, selling price, product ranking and favorable comments, monitor the change of hot word search volume and market competitiveness, help product optimization and improve order conversion rate.
In-depth analysis of hot search words: analyze key indicators such as product sales, browsing popularity, sales rate and favorable comments. Big data analysis hot words ranking and industry category distribution.
Shopee platform summary analysis: the chart shows the market data of the whole station and sub-stations, which can track the sales trend, store and product data, industry category development trend and so on. , to help sellers find market opportunities.
Competitive product monitoring function: it can monitor the operation data of shops and products and track the operation status of shops and products that have learned benchmarks.
Tools: provide Shopee freight hidden price calculation tool, Shopee fan group sending tool and Shopee category ID query tool. Convenient for sellers to do a good job of operation.
Data category: click the help center of Shopee to collect the weekly report and latest information of Shopee, as well as the necessary information of Shopee operation.
Resource sharing: some members have their own member exchange circle, where they can share and consult industry resources. Help sellers realize their Shopee operation strategy.