In order to analyze the promotion methods in taobao guest, for example, an online shop has been cooperating with the rebate network to see the effect of paying by transaction.
The following figure shows the transaction data of an operating store in June of last year (5438+February): As can be seen from the data in the figure, during the 30-day trading period, the transaction amount brought by taobao guest was 6.5438+0.57 million yuan, and the commission paid was 78,000 yuan. In other words, the store spent more than 70,000 yuan a month on advertising, which brought more than one million transactions, and the ROI was about 654.38+0: 265.433.
I believe you have already seen the common taobao guest model. For example, the products recommended by Weibo have pictures and links, and buyers will jump to the merchant store after clicking; Another example is the common rebate network, where you enter the merchant's shop to buy goods from the link of the rebate network, and the rebate network will give you a rebate; There are also flashing advertising pictures on video websites and so on.
There are four roles in taobao guest ecological circle: seller, Ali mother, amoy and buyer. Only when the transaction is successful will the commission be paid, which will lead to the return of rights, and Ali's mother will return the commission to the seller's account again. However, it should be noted that the proportion of commission is set by the seller himself, and the commission is calculated according to the actual transaction amount. In addition, postage is not included in the transaction price.
(1) How to promote taobao guest now?
Mode: Use "Taobao activities" to promote.
Take a gourmet shop as an example: due to the scarcity of high-quality amoy resources, the number of amoy customers who can promote food is also very limited. Shopkeepers' practice: Draw lessons from the idea of through train or drilling exhibition, and attract some high-quality taobao guest in a certain period of time by scouring customers. For example, the super-return activities of the rebate network use high commissions and spikes, attract the attention of Taobao customers and consumers at the same time, quickly increase traffic, drive related sales and other Taobao activities to end, and then return to normal commission rebates.
The function of this game is that it can not only attract high-quality Taoke in a short time, but also recommend some suitable Taoke peers to each other. Therefore, even with such a high commission of 25%, Taoke is still willing to promote products with high unit price and higher commission, such as skin care products and cosmetics.
In fact, the CVR of food is similar to that of skin care products, but the flow value of skin care products is higher, so taobao guest Group does not choose food. However, if we can use the idea of through train and drilling exhibition to carry out Taobao marketing in food and realize various Taobao activities, the effect is very good.
Because the previous effect was good, at the end of February and the beginning of March, the seller continued to cooperate with the rebate network twice. The following figure shows the "super return" effect of cooperation with rebate network.
Imagine how much it would cost to introduce 660,000 yuan into the store with other forms of advertising. Can this effect be achieved?
(B) practical skills to recruit taobao guest.
First, you can set the default commission of the delivery plan to the minimum, and then create a new targeted plan. The title of this targeted plan should be written as "high commission plan, application must leave QQ, and contact information will not be reviewed". Next, we continue to complete the setting of this orientation scheme. When selecting the plan type, remember to select "Open" and then select the approval method. We recommend that you select Manual Approval for All.
Further, it is the setting of category commission. Although everyone's gross profit is different, I suggest that you don't be stingy when setting up. If the promotion expenses of through train and drilling exhibition account for 20%~30% of your total sales, then Taobao should be set at least 20%~30%, because Taobao is the safest promotion method and pays according to the effect.
Finally, the setting of promotion description, such as an incentive plan. If Taobao helps me to promote 200 transactions, each transaction will be rewarded with an extra two yuan, or according to the transaction amount, for example, if the promotion is over 2,000 yuan, you will be given an extra 2% commission, and so on.
The next step is to set up the main products for this plan. A plan can promote up to 30 products. Generally, not all of them need to be fully promoted, because we have included all the treasures when we set the category commission. The products to be set here are the explosions or hot-selling models that you will focus on promoting in the next period of time.
Remember that the promotion commission of baby is slightly higher than the category commission, which is the motivation to encourage taobao guest to give priority to the promotion of hot-selling baby, which is more targeted and can quickly accumulate the sales of hot-selling money.
How to do the basic work in taobao guest?
1. Promotion framework construction
What everyone is most familiar with and will set is generally only in the general program. In addition to the master plan, there are also activity plans, wishful thinking plans and directional plans. Setting up several schemes can bring good trading results from multiple dimensions.
2. Increase the commission of main products.
From the perspective of drainage effect and settlement method, taobao guest has a better drainage effect, and it is paid after the transaction, and the cost is more controllable. This is also the reason why businesses like taobao guest can drain more than their peers. However, there is still room for improvement: the commission of Taobao customers is set at a high or low level, and the commission ratio of some high-commission shops is higher than our profits, so we can't follow.
Do Taobao customers value the proportion of Taobao customers' commission when choosing products? Obviously not. Amoy's income is calculated according to the transaction amount. No matter how high the commission is, it is useless not to close the deal. Generally speaking, I prefer to sort the promotion amount by month.
So there is no need to compare our commission with the highest one, just compare it with the top four stores and be slightly competitive. If it can be improved slightly, the effect will be better. We can increase the commission of the top three Taobao customers to more than 6%. The best-selling baby has high sales volume and good transformation, which can quickly attract a large number of Taobao customers. At the same time, it helps hot-selling models to quickly accumulate sales and improve natural search rankings.
Pay attention to the level of scheme setting while raising commission. It is suggested that the commission higher than the industry average should be put into the targeted plan. First, you can filter out invalid Taobao customers. Second, it can know which Taobao customers are helping us and establish long-term and stable relationships with powerful Taobao customers.
3. Sign up for Taobao activities
In promotion management-interactive investment promotion is the activity management of Queqiao and taobao guest. Check out the activities and sign up. Taobao's QQ number is left in the activity description. In addition to clicking on registration, it is best to find Taobao to link products and inform them that they are willing to pay commissions. The success rate of direct communication is higher. Although the success rate of direct contact is relatively high, the following problems are
High commission, low price, extra commission,
If you can't accept it, you can register directly in the background, because there are many activities, and there will always be a chance to pass. Even for activities, selling one or two a day is extra income. Another advantage of online activities is to increase the number of transactions of Taobao customers and have the opportunity to be seen by more Taobao customers.
4. Open Ruyi Investment Plan
The principle of Ruyi's investment plan is to treat Taobao's love taobao page as an amoy, and the merchants will have the opportunity to display it after setting the commission, and Taobao will charge the transaction commission. Ruyi investment requires high click-through rate, high conversion rate and high commission.
It is suggested to choose products with high click-through rate and good conversion rate and use the lifting method. At first, the commission ratio is set at 30-40%. When the traffic can be stabilized, the commission will be lowered by 5% each time according to the cost tolerance and traffic demand until the proportion of traffic and commission is acceptable.
What needs attention is quality evaluation. What is quality assessment? It can be understood that
Click rate, good conversion rate
; For products with good quality evaluation, the commission is set higher than the industry reference commission, and it is easy to obtain satisfactory investment flow. If the quality evaluation is "medium" or "poor", it is suggested to optimize the click-through rate and conversion rate first.
5. taobao guest Maintenance
There should be guidance for Tauko. Taobao customers don't know the products of your store, and they can't see the background data. Their method is simple and rude, and they go straight to the best seller in the store. If we have a promotion plan for some new products, or the sales volume of a good baby has not accumulated to a certain stage, we can actively communicate with Taobao customers. When communicating and promoting products, don't send baby screenshots and links directly, which will look uncomfortable and as disgusting as advertisements!
It is recommended to make a form carefully, and the rules and regulations are very neat. You should have all the items such as commission, sales volume, conversion, customer list, etc. You don't need too many products to send them the forms regularly. Notify Taobao customers, and send them when they participate in activities such as network-wide activities and cost-effective gathering.
Poster pictures, event prices, links.
Making taobao guest APP Many friends who don't know the code find it difficult to make taobao guest APP, but it's not just a way of coding. The following small series will teach you a way to make taobao guest APP for free, and I hope it will be useful to you.
Taobao guest app free production method
For this problem, many taobao guest users who don't know the code are at a loss to promote taobao guest products on their mobile phones. Especially after the Taobao Alliance was upgraded several times last year, it had a great impact on the income of Taobao customers, and many mobile phone buyers could not get commissions after purchasing.
1. Search for related production software, which one is specific. Bian Xiao won't say it for the time being. Anyway, there will be a homepage. (Relatively speaking, the software recommended by the homepage is better.) Click directly to make it immediately.
2. Choose e-commerce-taobao guest
If you don't have an account at first, register one yourself. I will use my QQ to register and log in directly, which is convenient and quick.
4. Log in to Ali's mother's account, then get the PID or taobao guest nickname and copy it into the specified box.
5. Fill in the name of the APP, then copy the taobao guest pid or paste the name, and then click OK to save.
6. Just fill in here, and you can edit it again later. Then make sure to click Next.
7. Select the icon and the startup screen (which can be modified later).
8. The information here is perfect. You can modify it later, and then click Next.
9. Wait patiently for the software to be generated.
10. There is also the ID of the binding taobao guest, which must be correctly bound according to the complete process. I'll talk to you next time!
Taobao guest app which is better? * * * Premium Edition or Custom Edition?
To compare the two versions of the APP, first of all, the * * * version of the APP has an advantage in price, while the customized version will be more expensive. However, we should know that although the price of the exclusive edition of * * * is more advantageous, there is no very good guarantee for data security.
You should know that it is difficult to export a very detailed user when using the exclusive edition of * * *, so even if you can export it, you are not sure whether the exported information is all the information. Because you need to know the version you enjoy in * * *, all the users' data are mixed up. Although this may not be due to the deliberate design of developers, it will also lead to system failure and user loss.
Then, compared with the customized version, this problem will not occur, because it has an independent server and runs independently, so there will be no correlation between the two. Therefore, the security of your data can be well guaranteed. It may be because the cost of the * * * version is still relatively cheap, so it is not clear whether the pid will be changed when the maintenance cost is gradually increasing. However, the customized version is expensive, so this will not happen on the premise of sufficient funds.
Secondly, it is based on controllability, that is, poster pictures or advertising spaces that we often use in promotion, because everyone can enjoy them. So for a simple example, if you own your own house, you can rebuild or decorate it any way you want, but if your house is rented, there will be many restrictions on decoration.
Finally, you should know that the * * * version of the app is controlled by developers, not users in taobao guest. Therefore, once the main policy is deviated in the future, although there are still many people doing JD.COM and other Taoke, the specific transformation is not as real as mobile phone Taobao.
How Taobao sellers use taobao guest to drain 1. Traffic: Traffic is the foundation of a shop. Without traffic, there is no foundation, and everything behind it is empty talk. Traffic is divided into paid traffic and free traffic, so we plan and operate in detail from these two points. (1) Free traffic: Free traffic is the main part of a store's traffic, and the proportion of free traffic in healthy stores must reach 60%~70%. Therefore, it is reasonable for a store to have such a traffic ratio. So how to increase free traffic? (2) Several points to improve free traffic: 1, title optimization 2, loading and unloading time optimization 3, window recommendation 4, free traffic driven by paid traffic 5, free activity registration.
2. Decoration style: The decoration style of the store can also be said that the facade of the product will directly affect the buyer's care. Even if you don't see what you like this time, you may visit next time. If the store is in a mess, there will be no next time.
3. price drainage: the only thing that needs to be focused on is not to discount easily! Casual low-price promotion will only make your product worthless. Will not attract more people to buy. Only an old customer who knows the price of your home very well can clearly feel that he has taken advantage when you discount.
4. Shelving time: Through your business consultant, summarize the visiting time of a customer and choose a suitable time to put the product on the shelf, because during the shelf and the upcoming shelf, the baby will rank as high as possible and get more display. So it is very important for us to choose the right time. Different categories have different visitor cycles, and some categories can be observed according to the data of 70 to 30 days. Moreover, it is suggested that the shelf time should be fifteen minutes before the appropriate time, so that there is a certain preparation time for the comment and upload of a product.
5. Window recommendation: According to the rule that Taobao's baby is closer to the shelf time, the higher the baby ranking, the baby recommended by the window is not in front of the baby recommended by the window. Coupled with the rush hour of Taobao, we try to put the baby as high as possible during the rush hour for more buyers to see. Can this improve the traffic?
6. Event drainage, leveraging events, celebrities and hot news: Shuang 1 1 is a good example. Send an activity and double 1 1. Is it possible to follow the trend? It is also a good choice to rub hot spots, which requires businesses to study the current hot spots and people's hearts. Otherwise, it is easy to be self-defeating.
Seven: gift drainage: 1000 yuan is 20% off, that is, if there is less 200 yuan, it will be sold at the original price. Use this 200 yuan to buy gifts, ranging from as little as 4,500 yuan, and many can even buy products with a value of 1000 yuan. Does it mean to buy 1000 and send 1000? The profits are the same, giving people great differences. But the core of the gift is that you should give it to the customer. What you want to give is what the customer needs, not what others don't want at all, so your gift is unattractive.