Open Shop, University

Since the launch of Taobao's website, Taobao has provided and created a new business platform for a large number of people -- open shop.

Open shop, from a broad sense, is also a kind of entrepreneurship.

Online shops, like physical shops, also require operators to do everything from store orientation, business, products to specific management details.

So opening shop in Taobao, especially running the store to the crown level, is a dream for many start-ups.

As a matter of fact, opening a shop, opening a shop, and selling products require a rigorous marketing system to standardize operation, and then achieve better results.

It can be said that there is also a university question.

Next, we analyze the location, product planning and promotion of the store from the perspective of marketing to analyze how to become the Crown Star of the shop.

Shop on Taobao, procedures and links are relatively simple, and even very simple.

Because Taobao has been very mature and systematic in every aspect of its operation.

Sure, it's easy to open a shop, but what about guarding the store?

Shop keeping is certainly not a simple matter.

This is just like starting a business.

It is not easy to stand out from a large number of online shops successfully.

So how do we successfully operate the online store to the crown level?

First of all, we should solve the location of the online store (the overall positioning of the store, business positioning, etc.).

The location of the shop is to solve the problem of the direction of the operation of the shop.

Just like products need positioning.

For example, Taobao clothing store as an example, there are the following relatively differentiated positioning.

For example, the world luxury brand genuine discount shop, Taobao first cowboy foreign trade shop, British Wind genuine discount shop or Korean fashion fashion shop.

The author, who used to be a buyer of Taobao, is more excellent and clear in terms of its professional sensitivity.

It shows a good difference.

This differentiated positioning is not only a function of the internal management direction, but also plays a guiding role in the outside world. When the customer enters the shop, the first time can guide the customer well, so that the customer can understand the business direction and advantage of the store.

This is very critical.

Therefore, online shop should also solve the problem of positioning as well as making products.

If the location is not well solved, not only will there be no direction in the operation of its own business, even the customers will also be lost.

Each shop has a larger number of products and products.

Is every product treated the same way? Of course not.

When doing product operation and planning, there are always marketing actions to determine fists.

Because fist products can represent the image of enterprises and brands well, and contribute a lot to sales volume.

Drawing on the thinking of the operation of physical products, the product line of a shop also needs to identify a fist product.

This fist product can be the image product in the store, it can also be the product of the sales champion, and it can also be the most preferential product and so on.

The fist product of a shop is like knocking bricks, so that customers can start with the products of the fist and get a deeper understanding of the products and business status of the shop, and then realize the paction.

I saw in many well done Taobao stores that almost all these well made online shops highlight one or two single products in product planning, and highlight the "best shelf location" in stores.

First, let customers have curiosity to understand the situation of the re promotion product; secondly, if the fist product is the top selling product of Taobao's similar products, it can also get a better recommendation, and then the online store will also benefit.

Every shop owner will have a background description and product introduction when he comes to every product on the shelves.

This description and introduction are broad descriptions, exactly the same as those of other shops; others are very personal, realistic and emotional descriptions.

Comparing the two descriptions and introduction, which kind of customers like, I think the result is self-evident.

The answer is, of course, the latter.

Each customer, who has a sense of sensory identity with the product, will click on the product page, and if he can get the detailed description and introduction of the owner in detail, then the customer will add an image to the product in the first time and add bonus points to the store.

This is inevitable.

This is like a customer buying clothes from a physical clothing store offline. If customers are only given the introduction of the brand to their customers, customers will generally not feel or touch. On the contrary, if the product is more detailed description and more authentic descriptions from customers' perspective, the customers' reactions will be quite different.

Product description and introduction is one of the key points of product sales.

The same is true for dot products.

Although this requires more energy to improve, this energy is definitely worth it, and it can definitely bring real sales performance.

In fact, a lot of network operators do not invest much energy to do this detail well.

Because many stores or even a shopkeeper, there are no shop assistants and customer service.

Taobao, as the most influential BtoC portal in China, has registered tens of millions of subscribers.

Therefore, compared with the number of target customers faced by the entity store, the online shop is better than the physical store in terms of the quantity and level of the target customers.

Because it has no geographical restrictions, and the entity shop has.

However, it does not mean that the potential target customers are large enough, and the sales volume is bound to be greater.

There is no reciprocal relationship.

Don't forget that many competing products compete with you.

So how can we maximize the potential customers to be the real consumers of online stores?

The answer is customer sentiment marketing and promotion.

Customer relationship marketing and management are very common in entity management.

But if we really do well, we can generally achieve better sales performance.

Shop sales are also the same, but also need customer sentiment marketing and management.

First of all, we should take friendly and cordial answers to our inquiring customers, and add them as friends so that we can continue to sell. Secondly, we can build up a group of online friends to enable them to carry out the global brand network, such as consumption experience on the platform of the group, and then, when new products or festivals are promoted, we can inform each customer at any time and let them know the latest developments of the store. Finally, we can add more humanized elements in the sales process.

Such as choosing more suitable express service for customers, choosing better gifts, and even recommending more appropriate products.

These are the details that need to be carefully done.

In fact, shop online can be very small; it can also be very large.

There were statistics on the Internet that some of Taobao's crown stores could sell tens of millions a year.

What is this concept?

This is equivalent to a year's sales of a small and medium-sized enterprise.

So how big a shop can open depends on how big the heart is.

And how big the heart is to become a reality, we need to start from the details, learn marketing thinking and knowledge, and standardize the operation of online stores.

Open shop, in fact, no small matter.