How to go to Taobao backstage Selection Center
Publish: 2021-04-15 21:29:52
1.
The steps are as follows:
1. Open Taobao
extended data:
Taobao shop refers to the shop or shop used by all Taobao sellers on Taobao. Taobao shop is born relative to ordinary shop. Every new shop on Taobao is a shop interface generated by default, which is often called ordinary shop
and Taobao Wangpu (personalized shop) service is provided by Taobao to Taobao sellers, allowing sellers to use the computer and network technology provided by Taobao to realize the personalized shop page display function which is different from the general shop display form of Taobao
2.
The steps are as follows:
the first step: first open the browser, then enter the Taobao official website, and then click on the top of the page, and click to log in to Taobao account
extended information:
entry requirements
1. If you are a brand / manufacturer, you must provide:
Enterprise Qualification: you need to hold a business license of mainland enterprises Tax registration certificate
brand qualification: the application enterprise shall hold the certificate of China trademark certificate (notice of trademark acceptance)
service qualification: the application enterprise shall comply with the service standards of "Taobao Mall" for 7 days, such as no reason to return or exchange goods, providing regular sales invoice, integral activities, etc
2. As an agent, I need to provide:
Enterprise Qualification: the application enterprise needs to hold the business license and tax registration certificate
brand qualification: formal brand authorization
service qualification: the application enterprise needs to comply with the service standards of "Taobao Mall" for 7 days, no reason to return or exchange goods, provide regular sales invoice, integral activities, etc
3. Many small sellers will put different categories of procts on the shelves, such as women's clothing and accessories. The original intention of the idea may be good, but it is also the reason for the lack of traffic. Because of this selection, the system does not know what traffic to match for you
4. Taobao operation skills how to improve baby ranking:
first, factors affecting Taobao ranking
before making Taobao ranking, we must first have a certain understanding of Taobao ranking rules, let's first learn about the influencing factors of ranking: click through rate, jump out rate, conversion rate, comprehensive score (description, delivery speed, customer service)
1. Click through rate of detection
our detection is based on the launch of new procts, which is very simple, assuming 100 times of random display. The so-called 100 display opportunities do not bring you traffic at will, but judge your commodity index and click through rate. If the click through rate is good, for example, there are 10 clicks in the 100 times display volume, it means that the rationalization of the title and image of the proct is relatively high, and the click through rate is good, it will give the opportunity to continue to increase the display volume, otherwise, if the display volume is too low, it will be treated as the same or lower the ranking If you don't do it well the first time, please don't lose heart and continue to work hard. Besides, every time you get off the shelf, you will be given a chance to show your high ranking. In the future, you will have a chance every week, so you must grasp the opportunity to do it well)
2. Test the proct description and customer experience
Taobao is not a buyer, you can't go to the baby temperament page to judge, Taobao will use the algorithm of the program to determine whether the quality of your proct description is up to standard by the customer's residence time and bounce rate. If most customers come in and assume that they stay for more than 10 minutes, then the baby description is perfect. Taobao will give them extra points, which will be beneficial to Taobao ranking. If they jump out after reading it for a few seconds, it must be the proct description that has a problem, and Taobao will rece the score or lower the ranking or keep the ranking
3. Look at the conversion rate
the importance of conversion rate is needless to say too much. Generally, the proct page with high conversion rate shows that the customer trust is high, the proct description is good, and more people will buy it. On the contrary, a low conversion rate of goods, many people saw, did not buy, Taobao will let such a proct have the same ranking as others? Taobao is not willing to waste his traffic
of course, if the conversion rate is too high, that is, it is higher than the level of peer evaluation, it may enter the manual audit system, and if it is detected that there is a suspicion of swiping orders, it may rece the power
4. What is the quality of the final proct? How about the service? What's the praise rate
the specific proct quality and service can be referred to by high praise rate, dynamic service, delivery speed, service attitude, etc. If the comprehensive score is too low, the ranking and weight will be reced, as we all know. If the comprehensive score is controlled in a reasonable state, there will be a virtuous circle, and there will be a good ranking and presentation
these are the points I have summed up over the past few years as an online shop. I also started from a small seller. I learned the basic knowledge of online shop from e-commerce knowledge net. I hope it can help you
first, factors affecting Taobao ranking
before making Taobao ranking, we must first have a certain understanding of Taobao ranking rules, let's first learn about the influencing factors of ranking: click through rate, jump out rate, conversion rate, comprehensive score (description, delivery speed, customer service)
1. Click through rate of detection
our detection is based on the launch of new procts, which is very simple, assuming 100 times of random display. The so-called 100 display opportunities do not bring you traffic at will, but judge your commodity index and click through rate. If the click through rate is good, for example, there are 10 clicks in the 100 times display volume, it means that the rationalization of the title and image of the proct is relatively high, and the click through rate is good, it will give the opportunity to continue to increase the display volume, otherwise, if the display volume is too low, it will be treated as the same or lower the ranking If you don't do it well the first time, please don't lose heart and continue to work hard. Besides, every time you get off the shelf, you will be given a chance to show your high ranking. In the future, you will have a chance every week, so you must grasp the opportunity to do it well)
2. Test the proct description and customer experience
Taobao is not a buyer, you can't go to the baby temperament page to judge, Taobao will use the algorithm of the program to determine whether the quality of your proct description is up to standard by the customer's residence time and bounce rate. If most customers come in and assume that they stay for more than 10 minutes, then the baby description is perfect. Taobao will give them extra points, which will be beneficial to Taobao ranking. If they jump out after reading it for a few seconds, it must be the proct description that has a problem, and Taobao will rece the score or lower the ranking or keep the ranking
3. Look at the conversion rate
the importance of conversion rate is needless to say too much. Generally, the proct page with high conversion rate shows that the customer trust is high, the proct description is good, and more people will buy it. On the contrary, a low conversion rate of goods, many people saw, did not buy, Taobao will let such a proct have the same ranking as others? Taobao is not willing to waste his traffic
of course, if the conversion rate is too high, that is, it is higher than the level of peer evaluation, it may enter the manual audit system, and if it is detected that there is a suspicion of swiping orders, it may rece the power
4. What is the quality of the final proct? How about the service? What's the praise rate
the specific proct quality and service can be referred to by high praise rate, dynamic service, delivery speed, service attitude, etc. If the comprehensive score is too low, the ranking and weight will be reced, as we all know. If the comprehensive score is controlled in a reasonable state, there will be a virtuous circle, and there will be a good ranking and presentation
these are the points I have summed up over the past few years as an online shop. I also started from a small seller. I learned the basic knowledge of online shop from e-commerce knowledge net. I hope it can help you
5. First move: do the instry you are familiar with
as the saying goes, every other line is like a mountain. What we are good at is our old line of business. Choosing procts around your old line of business is concive to the later proct development of the store. If you choose a strange proct, it will take you a long time to get familiar with it. You are a layman, How can you build a good proct? There are many hidden rules and insider information in the instry that you can't know, so choosing the instry you are familiar with will be concive to the growth of new stores. For example: you used to do food sales, then you must know a lot about food, you used to do auto supplies, auto parts, car decoration should be involved, then find the source, open dry
the second move: choose the procts whose prices are hard to guess.
online store management is more explicit than physical store management. As long as customers search, they can know the average market price of the procts, and can also make horizontal comparison. For example, a package of domestic biscuits is worth about 10 yuan in our mind. If it's more expensive, many customers can't accept it, However, if you are selling some imported biscuits, if the market competition is small, or the number of online sellers is small, it is difficult for customers to judge the price of this package of biscuits. The introction is in foreign language, and with exquisite packaging, the price is difficult to guess, which is very favorable for our pricing. Another example: an e-commerce friend of mine sells honey wax on the Internet. The market price of such jewelry is uneven. It is difficult for non professionals to judge the actual value of this proct. The price fluctuation space is very large, which is concive to us to create benefits
the third move: selling popular commodities
I often ask my students, what do you want to sell when you open a shop? The first thing you think about is clothes, socks, shoes and local procts. It's not strange to sell these commodities online, it can be said that they are all rotten on the Internet. Many businesses, fierce competition, many small sellers are dead in the shop opened within a month, found that the shop can not do it to give up. In fact, when we are thinking about popularization, we ignore the needs of a small number of customers, such as left-handed procts, Beijing Haidian District errand service, trolley box replaceable wheels, etc. many of them are the needs of specific groups of people. Although the search volume of such procts is relatively small, the people who want to buy them have strong intention
the fourth move: selling popular online procts
when the TV play "the name of the people" became popular, we found that Secretary Dakang's water cup became a popular online proct; When "war wolf 2" was on fire, Lengfeng's Bullet Pendant became a popular proct with a monthly sales of thousands of orders; When piggy page became the focus of the moment, page's small objects became a hot search. Brother tiktok became brother fans when he was in the brother's brother. Online hot procts require sellers to have a keen sense of the Internet, be able to build momentum with the help of hot spots, increase the exposure of procts with the help of hot spots, and then promote transactions. But you should know that hot spots will eventually be replaced by new hot spots, and the proct life cycle is limited
the fifth move: choose procts that can tell stories
in recent years, there is a word in our e-commerce instry called content marketing. As small and medium-sized sellers on Taobao, it's difficult to compete with big sellers such as tmall on the route, so many small and medium-sized sellers simply change the way of proct description and begin to play with feelings and tell stories, For example, those who sell Wuchang rice tell you a story about why Wuchang rice is so delicious, those who sell local chicken tell you a story about graates returning home to start a business, those who sell children's clothes tell you a story about how Baoma chooses clothes for her children, etc; Since childhood, we like to listen to stories and fall asleep. The stories told by businesses can shorten the distance between sellers and buyers, so that buyers can feel that the sellers of this shop are in front of us. This shop has flesh and blood and feelings, and this shop has soul. So for you, choosing a proct that can tell stories after packaging is a good choice. Like a small pot of tea, you can feel that every jar of tea contains the essence of the sun and the moon. Every jar of tea is the crystallization of master's skills. So, the procts you choose should have stories to tell, stories to trace and stories to dig out. Of course, you should be a good storyteller.
as the saying goes, every other line is like a mountain. What we are good at is our old line of business. Choosing procts around your old line of business is concive to the later proct development of the store. If you choose a strange proct, it will take you a long time to get familiar with it. You are a layman, How can you build a good proct? There are many hidden rules and insider information in the instry that you can't know, so choosing the instry you are familiar with will be concive to the growth of new stores. For example: you used to do food sales, then you must know a lot about food, you used to do auto supplies, auto parts, car decoration should be involved, then find the source, open dry
the second move: choose the procts whose prices are hard to guess.
online store management is more explicit than physical store management. As long as customers search, they can know the average market price of the procts, and can also make horizontal comparison. For example, a package of domestic biscuits is worth about 10 yuan in our mind. If it's more expensive, many customers can't accept it, However, if you are selling some imported biscuits, if the market competition is small, or the number of online sellers is small, it is difficult for customers to judge the price of this package of biscuits. The introction is in foreign language, and with exquisite packaging, the price is difficult to guess, which is very favorable for our pricing. Another example: an e-commerce friend of mine sells honey wax on the Internet. The market price of such jewelry is uneven. It is difficult for non professionals to judge the actual value of this proct. The price fluctuation space is very large, which is concive to us to create benefits
the third move: selling popular commodities
I often ask my students, what do you want to sell when you open a shop? The first thing you think about is clothes, socks, shoes and local procts. It's not strange to sell these commodities online, it can be said that they are all rotten on the Internet. Many businesses, fierce competition, many small sellers are dead in the shop opened within a month, found that the shop can not do it to give up. In fact, when we are thinking about popularization, we ignore the needs of a small number of customers, such as left-handed procts, Beijing Haidian District errand service, trolley box replaceable wheels, etc. many of them are the needs of specific groups of people. Although the search volume of such procts is relatively small, the people who want to buy them have strong intention
the fourth move: selling popular online procts
when the TV play "the name of the people" became popular, we found that Secretary Dakang's water cup became a popular online proct; When "war wolf 2" was on fire, Lengfeng's Bullet Pendant became a popular proct with a monthly sales of thousands of orders; When piggy page became the focus of the moment, page's small objects became a hot search. Brother tiktok became brother fans when he was in the brother's brother. Online hot procts require sellers to have a keen sense of the Internet, be able to build momentum with the help of hot spots, increase the exposure of procts with the help of hot spots, and then promote transactions. But you should know that hot spots will eventually be replaced by new hot spots, and the proct life cycle is limited
the fifth move: choose procts that can tell stories
in recent years, there is a word in our e-commerce instry called content marketing. As small and medium-sized sellers on Taobao, it's difficult to compete with big sellers such as tmall on the route, so many small and medium-sized sellers simply change the way of proct description and begin to play with feelings and tell stories, For example, those who sell Wuchang rice tell you a story about why Wuchang rice is so delicious, those who sell local chicken tell you a story about graates returning home to start a business, those who sell children's clothes tell you a story about how Baoma chooses clothes for her children, etc; Since childhood, we like to listen to stories and fall asleep. The stories told by businesses can shorten the distance between sellers and buyers, so that buyers can feel that the sellers of this shop are in front of us. This shop has flesh and blood and feelings, and this shop has soul. So for you, choosing a proct that can tell stories after packaging is a good choice. Like a small pot of tea, you can feel that every jar of tea contains the essence of the sun and the moon. Every jar of tea is the crystallization of master's skills. So, the procts you choose should have stories to tell, stories to trace and stories to dig out. Of course, you should be a good storyteller.
6. E-commerce has an old saying that choice is greater than effort
the ability to choose procts is the ability to choose direction
finding the right proct can get twice the result with half the effort, which has a certain truth (but not all right)
many people have seen that they will choose to go to 1688 or one-piece consignment when they are looking for goods. There is no risk in the operation without inventory, which is suitable for Xiao and Baoma to do
come on, If it's so easy to make money, you don't want to think about how many competitors will change the flavor of the blue ocean and the Red Sea in a flash. Opening a store is to make money. Opening a store is risky. You should think about whether you can bear the worst results, not to avoid risks. In that case, I suggest you don't do e-commerce, Open mouth and shut up is a popular black car. If people are really so bullish,
Why do they charge you hundreds of yuan for leeks, It's these swindlers.
in business, the first consideration is always how to sell or not to sell myself to earn money.
when I was selling in the front line, I took my old bird with me. There's a very reasonable saying: selling is to sell the goods and get the money back<
if you listen to others and become a store group, and the source of goods is 1688, then this picture is your end
Open Taobao, search: cheese and cheese facial cleanser
homogenization is very serious, how do you want to compete with others
if you can't come up with a 100% feasible solution, you will definitely lose this thing
so 1688 is basically this situation. If this thing can't be sold on the C-end or in other channels (such as we media and wechat business), the factory won't spend so much time to do it for you
let's get back to business, How to choose<
first, look at the trend of the instry
many people will recommend "network index", "wechat index"
and of course, taonei index
to find the instry buzzword, and look at the change trend in the past one or two years
such as "washing liquid", "dress", "balance car"
these key words, such as 18 The search popularity index and trading index of the whole year in the past 19 years can be seen all at once
for example, I'm pinoo to see the Gmv index of laundry liquid
in the past 18 years, the capacity of the whole network laundry liquid is about 1.6 million yuan / day
in the past 19 years, it's 1.9 million yuan / day
this is a very good upward trend, The reason for the rise is that whether the platform market or the instry capacity is rising,
you can consider entering the market.
if this index is declining, don't step in the pit.
some people think that a proct has the potential to be popular when they see that it is in line with their taste.
this is actually a short-term view, What you think is in line with the potential of popular money
may be a rotten proct in other people's eyes
no one can tell, all data speak
Second, find the instry, It depends on which price segment you mix
proct pricing is very complex
we take laundry detergent as an example
Taobao will publish the proportion of user preferences in each price segment on the page
this data shows that
60% of the buyers who search for the keyword of laundry detergent on Taobao are actually in the price segment of 28-99
this is about "laundry detergent" The main price segment
you need to make the procts you put on the shelves basically conform to this segment
so that it will be much easier
if the commodity price you choose is out of the main price band of the platform, you will have to be a refined crowd, which will be more tired
What are you searching for under a certain category,
three The main C position of the price segment depends on the degree of competition
for example, if you choose the main price segment and procts
and there are a lot of businesses in this segment
then you are still in a very difficult situation
so how do you look at the competitive environment
we can look at the capacity of the instry category, such as the total daily turnover and the total monthly turnover
and then look at the number of businesses in this category, so as to see the degree of competition
for example, although the nut snack category has strong desire to buy, large single turnover and high repurchase rate
but we all know that three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three Baicaowei and other instry leaders firmly occupy the top 3 position of the category
and can hardly shake it
of course, it's not the small seller's business whether they can shake it
for such category, it's suggested to operate differently or not at all
if you find the instry and feel that you have a head start, then you start to confirm competitive procts, and competitive procts will always be the best teacher.
the ability to choose procts is the ability to choose direction
finding the right proct can get twice the result with half the effort, which has a certain truth (but not all right)
many people have seen that they will choose to go to 1688 or one-piece consignment when they are looking for goods. There is no risk in the operation without inventory, which is suitable for Xiao and Baoma to do
come on, If it's so easy to make money, you don't want to think about how many competitors will change the flavor of the blue ocean and the Red Sea in a flash. Opening a store is to make money. Opening a store is risky. You should think about whether you can bear the worst results, not to avoid risks. In that case, I suggest you don't do e-commerce, Open mouth and shut up is a popular black car. If people are really so bullish,
Why do they charge you hundreds of yuan for leeks, It's these swindlers.
in business, the first consideration is always how to sell or not to sell myself to earn money.
when I was selling in the front line, I took my old bird with me. There's a very reasonable saying: selling is to sell the goods and get the money back<
if you listen to others and become a store group, and the source of goods is 1688, then this picture is your end
Open Taobao, search: cheese and cheese facial cleanser
homogenization is very serious, how do you want to compete with others
if you can't come up with a 100% feasible solution, you will definitely lose this thing
so 1688 is basically this situation. If this thing can't be sold on the C-end or in other channels (such as we media and wechat business), the factory won't spend so much time to do it for you
let's get back to business, How to choose<
first, look at the trend of the instry
many people will recommend "network index", "wechat index"
and of course, taonei index
to find the instry buzzword, and look at the change trend in the past one or two years
such as "washing liquid", "dress", "balance car"
these key words, such as 18 The search popularity index and trading index of the whole year in the past 19 years can be seen all at once
for example, I'm pinoo to see the Gmv index of laundry liquid
in the past 18 years, the capacity of the whole network laundry liquid is about 1.6 million yuan / day
in the past 19 years, it's 1.9 million yuan / day
this is a very good upward trend, The reason for the rise is that whether the platform market or the instry capacity is rising,
you can consider entering the market.
if this index is declining, don't step in the pit.
some people think that a proct has the potential to be popular when they see that it is in line with their taste.
this is actually a short-term view, What you think is in line with the potential of popular money
may be a rotten proct in other people's eyes
no one can tell, all data speak
Second, find the instry, It depends on which price segment you mix
proct pricing is very complex
we take laundry detergent as an example
Taobao will publish the proportion of user preferences in each price segment on the page
this data shows that
60% of the buyers who search for the keyword of laundry detergent on Taobao are actually in the price segment of 28-99
this is about "laundry detergent" The main price segment
you need to make the procts you put on the shelves basically conform to this segment
so that it will be much easier
if the commodity price you choose is out of the main price band of the platform, you will have to be a refined crowd, which will be more tired
What are you searching for under a certain category,
three The main C position of the price segment depends on the degree of competition
for example, if you choose the main price segment and procts
and there are a lot of businesses in this segment
then you are still in a very difficult situation
so how do you look at the competitive environment
we can look at the capacity of the instry category, such as the total daily turnover and the total monthly turnover
and then look at the number of businesses in this category, so as to see the degree of competition
for example, although the nut snack category has strong desire to buy, large single turnover and high repurchase rate
but we all know that three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three squirrels, three Baicaowei and other instry leaders firmly occupy the top 3 position of the category
and can hardly shake it
of course, it's not the small seller's business whether they can shake it
for such category, it's suggested to operate differently or not at all
if you find the instry and feel that you have a head start, then you start to confirm competitive procts, and competitive procts will always be the best teacher.
7. I think Taobao merchants should compare three manufacturers when they choose procts. I'm looking for cheaper and better quality procts. I don't think Taobao stores can run well by themselves.
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