How Can Taobao Play The Through Train During The Off-Season?

This is a shop that sells boots. In the off-season, we use direct train drainage and clearance operations. From the above chart, we can see that boots began to rise in August 2014, and October is a busy season. After double 11, it began to decline and gradually entered the off-season. That is enough for the first month (December) and the second month (January) of the beginning of the off-season.

Under the circumstances, we must go through the promotion of the through train, and try to clear up the treasure that has not been sold before, and how much it can be cleared up.

This is the need to clear up the store, first of all, make a clearance in the store, do a shop clearance activities.

According to the purpose of the above description, we must make good use of the operation and optimization of the through train.

During the off-season, the most important thing for our through train is to cut down the invalid traffic and cost, and pfer all of them to other precise traffic.

First of all, we can start with the promotion of keywords. First we should delete some invalid keywords. For example, in the past 30 days, there are only keywords that need not be pformed, ROI and key words with low conversion rate. These can be deleted mercilessly.

The ascending words are added to replace the deleted words.

Business staff, backstage industry category

Industry category ascending words: second, we can refer to last year's industry population geographical data in the same period last year, combined with the report data of the previous through train area, and screen out some invalid delivery areas.

So, according to the screening, I cancelled some areas which were not pformed in the 20 place and changed earlier, so as to save invalid expenses.

After optimization, the data effect of 2014-12-01 to 2015-01-31: Third, when entering the off-season generally, the flow and pformation of keyword promotion will also gradually decline, which is often the reason for sellers to have a headache and do not want to be a through train.

In addition to keyword promotion, we can promote another aspect - directional promotion.

Some buyers will wait for the product to enter the low season and begin to reduce the price before buying. Then, as long as we seize this consumer's mind, delineation of these groups will result in unexpected results.

Just through the train out of a crowd search function, this is a function that can accurately locate the keyword search crowd, we can just take advantage of it.

Then we can look at the crowd positioning data in the same period last year.

We can see the purchasing population at the same time last year: the proportion of female sex is 75%, the age level is mainly concentrated in 18-29 years old, and the consumption level is low to high.

Based on the above data and the situation of the baby in our store, we can set up a custom search crowd in the background of the through train so as to realize the precise positioning of the crowd.

In the baby keyword promotion page, click the "custom search crowd" button: according to the data, set up the crowd of sex, age, and consumption quota. After optimizing the data, the effect is as follows: the product can have light peak season, but shops can not have.

A sales cycle, store owners tend to have a backlog of inventory, capital chain and inventory need to turn around in time, but the baby has begun to enter the off-season, it is difficult to sell again.

At this time, we can make use of some skills of the through train to match the off-season marketing activities of the shops, so that we can clear up the warehouse, reduce the backlog of stock and the funds to close up, and reduce the losses.