First: market segmentation.

I remember that I had the experience of opening a store many years ago, but gave up halfway. The reason for giving up was that I did not find a suitable supply channel and did not have enough time management. Of course, the focus is on the previous point. With the supply of goods guaranteed, opening a store basically solves the main problem.

However, details also arise. More sellers have too much trust in their products, which leads to strong entry, but competition is too great. The final dilemma is that in the same industry, big sellers overwhelm small sellers (small sellers cannot find their own advantages) and senior stores win. When opening a new store, (what to do if it has a high reputation or not), all the good traffic flows to the old store. No matter how much the new store is promoted, it will not achieve much results.

So, how should we segment the market? The first one: seize the characteristics and selling points of the product. For example, the same piece of clothing is meant to be worn, but the people wearing it are different, so the positioning is naturally different, and the advertising and promotion are certainly different. For another example, the decoration style of Lijie Digital Flagship Store is too feminine, but in fact, the number of users of mobile hard drives should be more male than female. Why does this situation occur in Lijie Digital Flagship Store? It may require serious thinking. For a moment.

Secondly, price positioning, the price of products on Taobao has a conventional pattern in the minds of buyers, that is, cheap. Therefore, when many sellers are looking for supply channels, they are quite contradictory in terms of price positioning. If it is too expensive, they are afraid that no one will want it. If it is too cheap, it will reduce costs and lose money. What they have done is in vain. (With this mentality, mall sellers are too small, and individual sellers are too big.) So how should this price be set? I think it is, after positioning the product personality trend, the price positioning can be in the middle. Why is it in the middle? Of course it comes from the sales The plan must be implemented, and the early, middle and late stages cannot remain unchanged. The sales model naturally starts from seizing the market as the benchmark.

Once again, shop decoration. How should the store be decorated? This question can be big or small, because online shopping is definitely different from offline physical shopping, and you can clearly understand and feel it. Therefore, good store decoration has become the key. What kind of store style determines the personality of the product. If you sell military products and the store decoration becomes women's fashion, then God will not forgive this mistake.

For another example, many people on the Internet believe that the larger the store decoration and picture advertisements, the more likely they are to attract the attention of buyers. In fact, this effect is effective, but it may be counterproductive. Why? We are not an advertising alliance or an official website. Too many image ads will suppress the original product features. Therefore, it is inevitable that the pictures and texts should be consistent, but everything is best in moderation.

Again, sales model. Based on the Yilijie Digital Flagship Store, I made a simple sales model plan:

1. Offline discount card or membership card model

2. According to the corresponding product cost-effectiveness Develop reasonable group purchasing measures

3. Bundled sales model

4. New digital product recycling model (mainly for digital products, avoid other products)

5.?Conventional activity promotion price concession model

Good sales must occupy a certain degree of intensity, but the sales model remains unchanged, which leads to a certain decrease in the attractiveness of the product.

Second: How to promote. A summary of the more popular promotion methods on the Internet is as follows: 1: Free promotion on shopping guide websites; 2: Community posts and replies; 3: Log in to major search engines; 4: Join chat tool groups; 5: Email advertising; 6: Join an alliance. ;7: Blog promotion; Of course, it also includes optimization during in-store decoration, such as product shelf time, product name keyword settings, window settings, etc.

These promotion methods are all familiar to sellers. Seek breakthroughs from the routine. If there is no certain persistence, it is easy to cause a lag state. Over time, if there is not much effect, it will be mistaken for the effect as unsatisfactory or not obvious. These factors make a difference among novice sellers. The pessimism is quite serious. This is why nearly 100,000 new stores opened in one day, and at the same time, nearly 100,000 stores were forced to close in one day.

In my opinion, the details of effective promotion methods are:

1. Taobao Group’s ontology site promotion

You can use the Taobao Group’s ontology site column platform to Refers to: Taobao activities, Taobao forum, Alibaba forum, Alibaba blog, Alimama. All ontology sites linked to Taobao Group can add external links, and information will be in a state of interoperability. Mastering the basic platform is the first step to successful promotion.

Specific promotion process:

Taobao activities: Juhuasuan, daily specials, I love Taobao discounts, baby sharing, Tao Qianzhuang, through train, etc. In fact, Taobao has many promotional activities for sellers. However, due to operating rules, there are many requirements for participation in many activities, which small and medium-sized sellers can only stay behind. However, not all activities cannot be participated. The key is that the shop owner has enough time to go Pay attention and understand that instead of guarding external promotion every day, it is better to improve Taobao's own activities first.

Taobao community, Taobao Jianghu: Anyone who played Jianghu many years ago knows what the rules are.

It can be said that Taojianghu has absorbed the strengths of Jianghu and integrated its own characteristics. From the popularity index of each gang, it can be seen that the potential customer resources are still quite large. If the seller only treats it from an entertainment perspective, the fun will naturally exist. But the secret underlying the fun may be laughed off. As a seller, instead of doing external promotion every day, it is better to improve Taojianghu first.

Alibaba Forum, Alibaba Blog, Taobao Guest, etc.: Taobao and Alibaba are the same. I think anyone who has experience in opening a store can think of it with their eyes closed. In fact, the promotion effect of related platform resources on Alibaba sites is far greater. than external promotional resources. In addition, as a family, it shouldn't be a big problem to post some small advertisements occasionally. However, don't go too far. If you ask too much, people with the best temper will hit others.

2. Blog promotion

The advantage of blog promotion lies in blog posts, which determine whether our goal of increasing visibility can be achieved. If our blog posts are novel, unique and highly readable, it should not be a problem to receive more than a hundred traffics every day.

In addition, the future development direction of blog marketing must be closely related to the value it creates. Or it can be considered that it is integrated with C2C websites similar to Taobao. Currently, more shop owners who open online stores are also bloggers. Blogs can completely evolve from the relationship between bloggers and readers to the relationship between sellers and buyers.

Specific promotion process:

Blog promotion is not as simple as registering and posting a few blog posts to solve the problem. There are many things that can be used in blogs. For example, customized RSS, website collections, friendly links, circles, followings, Weibo, mood notes, diary categories, etc. can all be fully utilized as our promotion resources.

The second step is blog writing. How to write a blog post. Originality is always better than fake originality and plagiarism. The entry of keywords is a must. Of course, the idea of ????the blog post comes from the idea of ????promoting the product. Without a good original foundation, it can only be original. Then it must be remembered that the modification component of the pseudo-original must be more than 40%. Otherwise, if you make a fake original article, the effect will not be obvious. In addition, blog writing is at its best with pictures. How to use it depends on the skill of the seller.

3. Soft article promotion

Many industry sites have soft article delivery ports. Generally, as long as the soft article is not too advertising in nature, it can be easily included in the corresponding news channel by the site. At the same time, it also provides search engines such as Baidu and Google with the opportunity to include and crawl. Guiding sales through soft articles is also a practical and effective means in current Internet promotion. Of course, this requires Lijie's corresponding copywriting planners to have good soft copy marketing writing skills.

Specific promotion process:

The primary goal of soft article writing is to attract attention. It does not require good writing, but it definitely requires excellent creativity.

4. Other external promotions

Other different promotion methods such as forums, emails and many other methods are available for free trial, but the purpose of free trial is sales. The main method is usually that in the normal promotion process, it is impossible to use one or more than two methods alone. Therefore, in order to make the promotion effect more obvious, it is possible to finally break out of the conventional promotion thinking and use a new promotion method. It is also possible to obtain the final expected effect. Therefore, the last promotion method listed is a concept, and the key is an innovation of Lijie promotion staff in their current work.