Shop Sales Promotion "Three Pronged Approach"

The specific promotion strategy of Taobao online store can be started from two aspects: inside and outside of the shop, and the sales promotion in the shop is mainly for three ways, such as postage, discounts and gifts. At the same time, due to the particularity of online shopping and online stores, we can not ignore its unique network store credit management. The promotion outside the shop mainly adopts the "three pronged approach" to ensure the ranking of search engine results, and the competition online store sales alliance. In the Taobao community and forum, posting and replying, effectively using advertising recommendation bits and Taobao Wangwang and other strategies.

In recent years, although the number of online stores is increasing, many online shops are only short-lived due to their lack of business awareness. Online shops, like traditional stores, require careful management by shopkeepers. Therefore, it is necessary to work out a sales promotion strategy that is suitable for online stores and suitable for network environment.

Online stores are divided into two categories according to their existing forms: one is an independent online store; the other is an online store registered in a large professional website, that is, a registered professional member in the large-scale professional website providing online shop service according to the corresponding regulations, obtaining the right to use and operate the online store. This article takes the online store registered on Taobao website as the research object, and formulates effective promotion strategies from two aspects, internal and external, according to its characteristics.

First, the promotion strategy inside the shop.

According to the characteristics of Taobao online store, the promotion strategy inside the shop focuses on two ways: sales promotion and credit management.

1. sales promotion

Shop sales promotion means to avoid postage, discounts, gifts and other means.

(1) no postage is allowed. The issue of postal charges in the intermediate links of online shopping has always been one of the focuses of buyers' attention, which will affect buyers' perception of online shopping price concessions. The current postage is mainly divided into: Post Office (parcel post), logistics express, express mail and so on. The price of plain mail is low, but the cycle is longer; the price of logistics Express is moderate, the delivery cycle is 3~5 days; the express mail price is high; therefore, the express company is the most accepted by the buyer. Shopkeepers can deduct postage accordingly according to the quantity of merchandise purchased by buyers, so that consumers can feel as if they are shopping at home, without any additional fees.

(2) discount. Because discount sales are directly beneficial to consumers, so that customers can feel the benefits directly, so it is the most commonly used stage marketing method at present. The discount mainly adopts the following two ways: first, the non regular discount. In the important festivals, such as Spring Festival, Valentine's day, mother's day, Christmas, etc., 8~9 discount is given, because people tend to have more purchasing potential and impulse during festivals. Shopkeepers should choose commodity prices to regulate larger space goods and take part in activities. The advantage of this method is: meeting the needs of festivals, attracting more people to come to buy, though the discount may result in a decrease in profits, but sales will increase, total sales revenue will not decrease, and at the same time, it will increase the popularity of the store and have more customers, which will also play a leading role in the sales. The two is a disguised discount. Such as "bundled" sales, gift box sales during holidays. The advantage of this method is that it accords with the festival atmosphere and is more humane.

(3) gifts. The key to the promotion of gifts is the choice of gifts. A proper gift will play a positive role in promoting product sales. The choice of an unsuitable gift can only be an increase in costs, a decrease in profits, and a dissatisfaction with customers. Attention should be paid to choosing the right gifts: first, do not choose inferior products or inferior goods. This will only backfire and affect the credit of the shops. Second, choose the right products or services that can attract buyers. You can give a trial dress or a small sample, you can also give away intangible things -- service. Third, pay attention to the budget of gifts. The cost of gifts should be increased within the acceptable budget, not excessive gifts.

(4) members and points. Customers who have bought products in online stores have become members of online stores. Members can not only enjoy shopping preferences, but also accumulate points and exchange goods with free points. The advantage of this method is that it can attract buyers to shop again, and introduce new buyers to shop, not only to consolidate the old customers, to get more concessions, but also to expand potential buyers.

(5) red packets. Red envelopes are special promotional items for Taobao. Sellers can flexibly formulate bonus rules and rules of use according to the different conditions of their stores. Through this means can enhance the popularity of the store, because the red envelope has a time limit, so it can promote customers to buy again in a short time, and effectively enhance the sales volume of online stores.

(6) actively participate in various promotional activities sponsored by Taobao. Taobao will organize different activities in different sections, and sellers will get more recommendation opportunities. This is also a good way to improve store popularity and promote sales. To let more people pay more attention to online stores, shopkeepers often go to Taobao's home page, Alipay page, bulletin board, etc. to focus on Taobao's activities and actively participate.

2. credit management

Credit evaluation is a kind of behavior that members evaluate each other in the period of evaluation validity (3~45 days after the transaction) after the success of Taobao transaction. Credit evaluation can not be modified. The evaluation is divided into three categories: "high praise", "middle evaluation" and "bad evaluation". Each evaluation corresponds to a credit score, specifically: "praise" plus one point, "China commentary" does not add points, and "bad assessment" deduct one point.

According to the survey, on the one hand, the credit level of online shops will have an impact on consumers' purchase decisions. On the other hand, buyers will pay attention to the credit evaluation given by sellers after transactions. From this point of view, shopkeepers want to operate in good faith and enhance their credit and credit level. On the other hand, we should grasp this publicity opportunity. After every transaction, we should not only judge the buyers at three levels, but also leave relevant shop information in the message column. For example, "we will carry out the whole merchandise ten percent off activity next week. Welcome to come again." In this way, the message bar has become a promotional area for the promotion of information, making rational use of network resources.

Two, online shop promotion strategy

The external promotion strategy of online stores can adopt three ways: search engine, sales alliance, shop promotion and network advertisement.

1. "three pronged" focus on search engine

Many users browse the web page first is the Taobao search engine page. At this time, there will be some key words in their minds, and then search for qualified products through the engine. Therefore, if we want to improve the probability of browsing online shop products, we must have a thorough understanding of the search engine ranking principle. There are four parts in the search and sorting order of Taobao products: the first part: the treasure set as the recommended window; the second part: although it is recommended by the window, it has not been bought for 90 days; the third part: the general treasure not recommended by the window; the fourth part: the darling who has not been bought for 90 days in the general treasure.

This shows that if buyers search for products in keywords in Taobao search engine, all products with keywords are displayed so that 13 days after showing the recommended products in the window, the display window recommendation is set up again, but the goods sold for a long time (more than 90 days) are not sold for 0-13 days, and then show all the treasures that have not been set up for the window 0-13 days. Finally, it shows that all the babies who have not sold the baby for 0-13 days are displayed in four levels, showing the search results at the same time. At the same time, only 100 pages of goods are displayed, and the goods after the 101 pages are not displayed. Judging from this rule, if the shop wants to find ways to make the goods display in the same number of goods in the first few pages, it must start from three aspects: commodity name, timing release and window recommendation.

　　 2, the major shopping navigation website application included.

Some shopping guides are artificial and require active contact; some shopping guides can be automatically submitted for submission. After being included in the shopping guide, it may not be very effective in the short term, but accumulated over a long period of time will have great marketing value.