Dry Goods: How To Deal With The 9 Major Changes Of Taobao In 2016?

At present, people who talk about hot topics are holding several attitudes. TaoBao How to change it? Two, it is Taobao that has changed, and how to deal with it; three, what is the purpose of Taobao's change and what action it may take next.

Just after the Spring Festival. Electricity business circle They are all discussing the 9 major changes of Taobao in 2016. At present, people who talk about hot topics are holding several attitudes. One is to follow the breeze and chat at random, and how to change Taobao's love. Two, Taobao is changed again, and how to deal with it; three, what is the purpose of Taobao's reform and what action it may take next. No matter what attitude, most of them want to know about the 9 changes and see if there are any measures to deal with. They can follow closely the pace and make suggestions for the shops in the fastest time, so that they will not lag behind others. Of course, there are many shops on the sidelines to see what moves Taobao stores have to do next.

As a member of the electricity supplier circle, today we will talk with you about how to deal with the 9 major changes of 2016 Taobao:

Top1: changes in after-sales service indicators

I believe many businesses know that after-sales service indicators in 2015 have directly affected the weight of search and the registration of activities. At the beginning of 2016, Taobao changed the ratio of the refund rate of service disputes, the time of completion of the refund and the promotion of the independent completion rate to three: 3:2:1, which highlighted the two points: the rate of dispute refunds (the 28 day is the seller's responsibility) and the time when the refund ends. Such a policy adjustment has forced businessmen to provide consumers with better service experience, so that businesses can pay more attention to the shopping experience of consumers. Tmall The reputation of building a quality city is a reflection of maintaining the image and status of the platform. It requires businesses to provide better products and better shopping experience services.

First, highlight the service commitment advantage of the shop.

It is very difficult to suddenly change products in the existing supply chain, so we need to optimize the shopping experience. We should consider consumer protection, after-sales service and so on, and these will be the best tools to compete with our peers. So you can reflect the advantages of quick refund, 15 day refund, replacement, fake ten and so on.

Two, enhance customer service skills training.

Many shops have always felt that customer service posts are not very important, they will often be overlooked and unwilling to invest too much. But service is largely reflected in the customer service side, so the promotion of after-sales service, customer service must also be taken seriously, whether professional skills training or product knowledge training, it is very important.

Three, speed up the refund and enhance the after-sales service experience.

Taobao's after-sale indicators have three disputes: refund rate, refund end time, and promotion of voluntary completion rate. But many businesses know that these three indicators are the most uncontrollable ones, so the speed of refund is the first problem to be solved. Businesses can consider early refund for old customers (multiple purchase or ID level), which is a refund when they see the odd number of logistics, so as to shorten the time of refund and enhance the after-sales service experience.

Four, after-sales service has new meaning.

Many people may say that in fact, everyone is very similar in terms of after-sales service, so that I can not afford more preferential risks. How can I improve the success of after-sales service? In fact, we can consider the creativity from the existing after-sales service, such as the interest of the after-sale card comics, the clothes labels not directly on the collar alone, put on the tag, snacks and cosmetics, add new small trial packs, put fabric samples and so on. Some creative after-sales service can not only enhance the customers' shopping experience, but also give customers a refreshing feeling, making it easier for the customers to remember your shop, and the two purchase rate will be greatly improved.

Top2: Taobao's record is no longer open to consumers.

As we all know, Taobao has always wanted to weaken the concept of exploding money. Why? The reason is simple: the more explosive the money is, the more Taobao will become omnipotent. If the whole network is selling a bomb, the experience of the platform will be worse. The baby sales volume is changed to the mouse stop only then displays, although only increased one step, but will let those who do not care about the sales volume will not be affected by the sales volume, therefore the merchant will be more prominent in the description page of the detail page for the transformation rate, compared to directly eliminates the sales volume display to be a compromise.

First, participation in the third party activities is not to consider how much sales are, but how much to earn and how much to get fans.

Now that we do not show the transaction record, some businesses have a discount of 800, and the rebate network has little significance for the sale of the activity website. Then, when we consider the third party activities, we will not consider the sales volume more, but how much we earn and how many fans we get. And whether we can think about whether products can pass these third party activities before these activities can enable consumers to disseminated from the media.

Two, customers will pay more attention to the evaluation and product introduction, and will need more energy in the optimization of the evaluation and the design of the detail page.

Transaction records are hidden, more product oriented, products are really like offline. To do consumer research, the main thing is to find out what consumers need. They are really making products instead of making data. And the quality of products, consumers are more from the baby evaluation and details page to understand, so guide quality evaluation and design details page is very important. On the details page, we should maximize the selling points of the baby, especially the difference and similar products.

Three, take the initiative to tell consumers the sales volume.

In fact, Taobao transaction records are no longer open to consumption. From another point of view, in the aspect of Ali, it is to ensure the privacy of customers and avoid more cheating. In this case, if sales volume is our indispensable selling point, we can also choose to sell the sales volume to the consumers voluntarily. We can capture the historical sales data of the business staff or the backstage historical data and put them on the details page.

If there is no record of transactions, there will be more hidden marketing strategies and means to sell, and there will be more marketing tools to play, so we should pay more attention to and try different marketing methods.

Top3: pay per click.

In fact, we all know that at present, the number of active customers is still relatively small. Although Taobao has repeatedly proposed drilling and exhibition is very important, but when the drill came out just because of its inaccurate positioning, ROI was on the low side. It is hard to change the impression of customers because it is a big hat that is suitable for big business to play brand. And the toll - based calculation of the through car is popular. It is estimated that the drill will also want to follow the through train and push the product to a higher level.

1. Attention to the design techniques of drills

When drilling is turned into a through-train, click and charge, can you directly take the straight through map with the click and transform to make the drilling and exhibition plan? This is what every businessman should think and test. At the same time, designers should also be good at observing and summarizing the changing trend of drilling and developing graphs with high click rate after the replacement of deduction rules.

Two, pay attention to drilling and landing page design skills.

In addition to drilling and extending maps, landing pages are also important. Notice that the landing page is echoed with the drill map. The key point of the design is to reduce the miss rate of the page and improve the browsing time.

Three. Direct drilling is the inevitable trend.

In fact, in 2015, Taobao had a lot of action for drilling and direct trains. The introduction of big data, direct train and search crowd were all carried out in order to make the flow of two channels more precise, and let more customers not only use through train, but also combine drilling and exhibition.

According to click to pay, not according to the exhibition fee is in line with the requirements of the business, and can put more advertising than direct train, direct drilling combination is the inevitable trend of the subsequent, will attract more and more customers to join the drilling exhibition.

Presumably, in order to better develop this product, Taobao should bind it to the through train, so operators need to quickly strengthen the promotion ability of drilling and exhibition, so that they can take the initiative in the policy of traffic change. Shops should try to combine direct drilling as soon as possible. In fact, many shops are doing direct drilling together, and they have achieved good results, so businesses that haven't started doing business have to move quickly.

Top4: mobile phone will be offline soon.

Mobile phone exclusive offline, only for Taobao business, Tmall merchants still reserved. Therefore, the biggest impact of this policy is Taobao's business. Ali's operation is to transfer more mobile phone traffic to Tmall store (Tmall exclusive price), and promote the download and usage of Tmall app. Wireless is also expected to be consistent with PC in search. After birth, C store is a fatal blow for C stores, which will test C store's natural flow capacity. From another point of view, Tmall store seems to have a little more advantage than Taobao store, because it can also enjoy the exclusive price of mobile phones. All businesses doing wireless activities can slightly guide buyers to download Tmall mobile phones. After all, they must follow Taobao trend. Maybe there will be more Tmall phones in the future.

First, do other promotional tools.

Mobile phone exclusive price offline, for most businesses, it should not be a good news, because the mobile phone ends play more and more effective promotional means is the exclusive price of mobile phones. After the mobile phone is off the line, businesses should make full use of other promotional tools, such as wireless matching packages, wireless coupons, gold rush money, wireless plug-in promotion tools, etc., after the exclusive price of mobile phones, Taobao should have some other promotional tools, and we should pay more attention to it.

Two, try different kinds of play on wireless terminals.

In addition to sales promotion, we believe there will be more and more games on wireless terminals. This is also the focus we should pay attention to and try. At present, the proportion of wireless terminals in most stores is getting higher and higher. In the future, businesses must pay more attention to the operation of wireless network, instead of blindly pursuing PC synchronization. It may become PC and wireless synchronization.

Three, mobile phones enjoy no threshold coupons instead of mobile phone exclusive price.

In fact, mobile phone exclusive price offline is not really terrible, mobile phone exclusive no threshold coupons can make up for it. If you continue to realize the function of mobile phone exclusive price, you can use shop coupons and merchandise coupons to achieve. Unlike PC, you can also attract consumers to place orders on the wireless side.

Four, mobile phone orders to send small gifts, increase mobile terminal transactions

Sending small gifts to mobile phones is also a good consideration. It can compensate consumers' loss psychology in the early stage of mobile phone exclusive line, and also achieve the purpose of mobile phone discount PC. But no matter what concessions the mobile terminal makes, it is more important to do well in interaction and maintenance. {page_break}

Top5: a new Ali mom, Taobao customer member growth system

Taobao has been making great efforts to develop through trains and drilling, but Taobao customers have been bland, but finally ready to explode in 2016. There are a lot of Taobao customers playing very well, more because of the force of products, good reputation, a higher commission ratio, and many times, businesses have to take the initiative to find Taobao customers. What can we do if the new Taobao customer system comes out?

First, we must analyze the market and find the target consumer group, and products meet the needs of consumers.

The brand new classification and grading system will lead to more precise labeling of customers. Personalized search recommendation means that the location of people in the store should be very precise. If the product meets the requirements of the market, the shops without clear positioning and style will be eliminated in 2016, and the demand for our shop will be higher. We must learn to analyze the market and find the target consumer group, and the products will be more in line with the needs of consumers.

Two, the era of net red is about to break out.

Recently, the net red mode is booming. Taobao customers must be one of the main C stores in the future. The concept of explosive money has been weakened. We can try to find a new breakthrough from here. Of course, the most fundamental product is competitiveness, price and service, but some competent shops can try to find red net people to endorse.

Top6: Taobao mobile evaluation shows the number of visits, comments and comments.

Main design of wireless terminal

The main map of Tmall requires that there are second pictures on the white bottom without psoriasis. The wireless terminal search shows the first picture or the vertical map, so the Tmall wireless terminal needs more effort on the first picture or the vertical map. It can add the corresponding sales promotion copy or replace the different angles of the picture for testing.

Two, we should pay more attention to the shopping experience of consumers, so that customers can give more praise.

The mobile phone has been the main battlefield for 15 years. Consumers are also used to shopping on the wireless. Increasing evaluation, browsing times and spot praise will give consumers a better shopping experience and effect. In line with current consumption habits, we should pay more attention to the shopping experience and guide customers to high praise.

Three, we need to use wireless plug-ins to guide buyers' browsing behavior.

We should make full use of wireless plug-ins, correctly guide the browsing behavior of customers, and increase the number of browse pages of baby details.

Four, we can try to guide our customers to the more mainstream interactive tools for maintenance.

Although Taobao has a little Amoy at the moment, its interaction is weak. Businesses can try to guide customers to the more mainstream interactive tools for maintenance. Guide customers to add WeChat or micro-blog, make good reviews through mainstream interactive tools, attract customers' praise and increase the number of browsing.

Five, micro Amoy activities can guide baby details page, add a few points, etc.

Interactive activities can be carried out through various kinds of micro plug-ins, and interactive activities are not just like buying or paying attention to micro panning before, which can guide baby's details page to point praise and browse. For example, a series of activities (how many points can be awarded, and so on) for the number of new products and the number of points to be praised can be promoted.

Top7: Taobao automatically reminds consumers of the same paragraph.

Taobao recommends the same paragraph, actually before it has been, but now directly moved to the table, the system automatically reminded, in fact, this invisible to a lot of businesses, a lot of pressure, whether it is price advantage or product no advantage will be a great threat.

From my point of view, I am puzzled by the fact that Taobao automatically reminds consumers of the same money. What is the basis of it? Baby title? Baby picture? If it is a title, we need to do the Title Optimization to make the difference. If it is a baby picture, the difference picture and the different way of shooting will be a sharp weapon. Whether it's a title or a picture, it means we have to test and verify it.

Top8: you can have a through train on your cell phone.

Fewer people play slowly. The same can be said for Taobao. The incremental operation will make the operation easier and easier to use. Just by using the through-train technology to make a gain for the store, it will be weakened, and it needs new concepts such as direct drilling or integrated marketing.

Taobao strategy will focus on supporting Top9:2016 after 90

First, operators should constantly innovate and constantly learn and understand the development trend of the industry.

Ali hopes that there will be more post-90s sellers, because these people are more creative and more close to the current Ali consumers (80/90 is the dominant consumer group), which can meet the consumption needs of this group of people. Besides, the new channels such as offline integration, community marketing, cross-border and other new channels need this part of people to innovate and break through. This means that I require our operators to constantly innovate, constantly learn and understand the development trend of the industry, which is also a challenge for us.

Two, focus on the promotion of new channels of sharing and dissemination.

Why support the post-90s? More and more customers are mobile phones. After 90, the concept of consumption has slowly become the mainstream. The mainstream of post-90s consumption for many people is actually non mainstream. They like to try new things, dare to adventure and innovate bravely, so for 90's customers, we should be good at researching and trying more new channels of communication and promotion, and entering their circles, they are also easy to become loyal customers.

Three, constantly pay attention to understand the new emerging store mode.

Taobao's management is changing, and of course, it needs customers to replace it. To be a business for 101 years, we need constant innovation to increase fresh blood. Now the net red, the village Amoy these new shop pattern plate will certainly slowly rise. The pace of our company is fast. We have to do a lot of things!

In the final analysis, no matter how the rules of Taobao change, businesses can do well in products and services, and they will surely have a foothold in the future Taobao. As for the 9 major changes of Taobao in 2016, we need not feel anxious. As long as we are good at research and keep pace with changes and make rapid changes, we will not be greatly affected. As for the measures I have proposed to deal with the 9 major changes, we can also try quickly. We believe that we can get a lot of inspiration from it.