How to turn a loss into a profit in a fierce market? --Operation article

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The landlord received a male shoes at the beginning of the plate, because after a period of time did not do men's shoes, and the boss communication is very happy, did not want to very happily promised down. In the beginning to do market research, really surprised a cold sweat. Look at the data in the form, only to find that this category of development to the current competition is simply oxidation level, can not be used to describe the white-hot. Men's shoes This category, in the category of Taobao ranking even the top 25 are not ranked, Taobao to this category of support resources can be said to be very few, and even Taobao men's shoes channel ads are linked to other categories of purposes (tears Ben ing). Although the environment is so bad, but since the project has been taken over, it is necessary to seriously do it, this is as a minimum of electrical business ethics. Ha ha.

Building trunk Taobao operation also has a period of time, after a long time to explore and try to complete a set of operation of the project process, as long as this set of procedures to go, complete implementation, no matter what category can make achievements. There is a sentence of the vernacular called to do will have a harvest, just want to do, that no matter how you think of the genius and wonderful, after all, just on paper, flow in nothingness. So, if there are 2 words that can run through my operation, the essence of the idea is--execute!

No more nonsense, let's get to the point.

1 Project Diagnostics

Sun Tzu said in the Art of War: The Wisdom of the ancients is profound, even now can still alert the world, guide us forward. After receiving the project, I began the shop comprehensive diagnosis analysis, combined with the market situation of men's shoes to analyze the store a few big problems:

Products on

A product style is short, the age of the audience too old

B product cost is too high, lack of market competitiveness

C product quality general, customer response deviation

Marketing

D compared with the market average, advertising costs are too high

E promotion powerless, flow bottleneck, unable to complete the flow index

Operational

F operation flow disorder, not science

G Monthly ROI too low, negative profit

2 Market Analysis

The goal is clear, the most important thing in the early stage of the project is to ensure that input and output, balance to profit. (Landlord has contacted many projects, the boss is obsessed with brand positioning, regardless of market environment, the final result is to make ends meet, leading to a crash). This is also the problem with this project. At that time, I and the Boss 2 people to do a long discussion, and finally I persuaded him. Here, I want to say to you, the operation is not simply to sell the boss to your goods, but to stand in the whole project, integrated the entire market situation under the premise, tell the boss should now sell what products, what price to sell, how to sell, so it is a qualified operation. Of course, not to say that in order to market and give up the brand, these 2 do not have absolute contradictions, the project early, the curve to save the nation, promising.

With the purpose, you know where to go to work, on how to profit, mainly related to the following key words:

UV cost, UV conversion rate, order costs, I gathered data and data on the market, men's shoes were the following data

A picture hits: 0.5%~1%

b Click Cost: 1.5~2 yuan

C Conversion rate: 1%~3%

D Order Cost: 50~100

With basic data, you can specify the ISO standard for advertising

ISO Standard for advertising

Note: Freight cost 12 Yuan + day Cat points 8 yuan + operating costs 10 = 30 yuan, plus an order cost of 60 yuan, then the cost is 90 yuan, that is to say, if you sell 158 of shoes, then the product costs to control at most 68 yuan, so as to just achieve break-even.

3 Solutions

For the first step of the shop to diagnose problems step-by-step solution

A product

For the product style should not be the season, the style too old, the age of large audience, we in the market through layers of screening discussion, selected a young fashion, enough to season, enough to impress the hearts of young consumers.

Cost, according to market data feedback, should be controlled around 60-70, in order to ensure that the balance of payments, not loss. In order to save costs, specially ran a lot of factories, the last to finish, spent a lot of time, so if the supply chain problems, the whole project will be stranded. The product is too important!

Quality also specially follow the whole factory to do the goods, to ensure quality. Now Taobao DSR weight is very important to search for order costs have a relatively large impact, so to ensure product quality is fundamental. At the same time to avoid a large number of transactions after the DSR decline, a series of maintenance work. Because there is profit space, so can take part of the cost to do value-added services (VIP card, thank you, Apology letter, praise Award, etc.).

B Marketing

At present, in the hands of the merchant to control the drainage means station, nothing more than a through train, drilling exhibition, pricing CPM, this is the main channel, but also the most valuable channels, as the saying goes, the money to spend on the blade, so for these 3 channels, we spend the effort must not be less.

Compare the data before the takeover

Response measures:

1, the collection of high rate of the market hits the picture, analysis of advantages and disadvantages, open exclusive meeting, improve the team's advertising sensitivity;

2, each day to put forward 5 groups of advertising material, and we discuss, the final screening, made material, to test;

3, directly copied the picture of high click rate;

4, through-Train optimization keywords, improve quality score, reduce the price of the click;

5, deep digging products selling points, refining the characteristics of products, and spend great effort to design the main push single product page;

C operation

After taking over, in-depth understanding of the company's major processes, found that there are several processes are wrong, need to adjust. First there are products, there is a strategy, then there are plans, the last to determine the budget, the purchase of advertising bits, how much to buy. Before is the basis of things did not, the first purchase of advertising, resulting in ads, no shoes can be pushed embarrassing situation.

The purchase advertising process is adjusted as follows:

The advertising process is adjusted as follows:

4 implementation

After the first few steps of preparation, you can start to the implementation phase.

Men's shoes are known, advertising is suitable for a single product, and the second form of the conversion rate and ROI is the highest, so we choose the second kill form, promotional strategies are as follows:

A new second kill concept, people feel fresh and value for money

B time Point is set at the peak of the network night 20:00--24:00, reflect the sense of urgency

C to sales as a ladder, tell the guests the first wave seconds to kill only 500 pairs, the second wave to 2 days later, and price rise, reflecting the scarcity and price-performance

On the page to do a full second kill atmosphere, marketing information on the top of the page to bombing, in advance to preheat, to ensure that the effect of the day to achieve the desired goal. At that time when we preheat the day before using a diamond show small cast A, probably click rate is about 0.8, to more than 500 UV, a collection of more than 100, the collection ratio is 20%, or very optimistic.

Here, at that time we also good luck, grabbed a few high-quality resources (mall 2, 3 and gold, but July Taobao adjusted the price, the advantage has not been so obvious), we spent 4000 to rob the mall 2 to 1000CPM pricing CPM ads, with the day of the drill show, Ensure that the day of the second kill activity has enough UV support.

The day activities began, the collection has been climbing, non-stop consultation, and the guest performance are quite tense, has been asking seconds to kill the time and price, are afraid of their seconds, my heart secretly happy. The collection is around 1500 by 8 o'clock in the evening.

The second kill begins, the pounding is ringing, and do not have a good deal 2, the first wave of 500 pairs less than 1 hours sold out, this time direct adjustment, said in order to thank the enthusiasm of the pro and take care of customers without seconds off, decided to launch 500 double this price second kill (here more or less hurt before the customer, But in order to flush the popularity of sales also have to, of course, to appease the work to do well, secretly stuffed with a gift of magic Oh, there is also a more important step, that is, after the start of the second kill directly all big word hot words on the first page, do not be afraid, because this time either the click-through or conversion rate are the highest, The next day you will find that all of your keywords are puma to 8-10 points, click Costs also to the market average level, you can take advantage of the pursuit, stabilize sales and rankings.

The final report of the day's success, CPM ad clicks to 1.1%, click Cost 0.23, a total of more than 13,000 UV, deal orders 600 single, conversion rate of 4.62%, successfully reached the expected goal. The day spent 5000 advertising, order cost 8.3, profit target reached.

In the next few days, when the chase wins, the car drives up, diamond show again small cast, the second day while remaining temperature and sold more than 400 single, 2 days in the time of thousands of sales reached, success card on the first page of men's shoes, into the first page, free flow began to come to the beginning, the promotion of the goal also reached.

5 Summary Analysis

Efficiency, detail, executive power

Products, marketing, supply chain

Cost, profitability, sustainability

This is my summary of the key words to the electrical business, there will be implementation of the results, have the efficiency to run over others, grasp the details to determine the success or failure of the product can be removed from the embarrassment of bricks, have a marketing will put the good products to the hands of the guests, the supply chain determines whether your products and marketing to achieve a perfect fit; The cost control is good only then can have the profit, has the profit to guarantee a project survival, can let a company sustainable development.

Digression: Post published, did not expect so popular, really scare me, a lot of people add me QQ asked a lot of questions, thank you again for your support. In addition, I would like to say, I this post is not a master tips, there is no special skills, all the implementation of my operational thinking is a strict standardized process and thorough implementation, which is the guarantee of the success of the project. I hope you understand that there is no shortcut to do the electrical business can go, only down-to-earth, step-by-step to go on, will be in this fierce market environment in a foothold.

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