How to select standard products and non-standard products, the importance of selection, and how to layout the store

*: The importance of selection
When every Taobao person decides to do Taobao , The first question is —— What to sell ？
Taobao has a powerful distribution system , In the early days, many Taobao people only wanted to , You can put it on the shelves with one click . Find out that you don't like or are not good at this category , It's easy to change another category . But to do so, Taobao , It's just a ticket , Not that I have made up my mind .
In the early Taobao personal reputation page , You can also see the proportion of the sales category of the store , The higher the vertical ratio , Stores will also be more profitable in terms of weight .
Category selection , It belongs to the general direction of store selection . There are only three categories to consider ： Subject matter 、 Non standard products and favorable fixed supply sources around .
For the standard product , As long as the positioning is determined , The subdivision direction of the selection does not need to be too troublesome . For example, for standard products such as electronic products , Few categories 、 Features such as fixed prices and public awareness , It is the store that determines the standard product , As long as the store makes the buyer trust , Sales will not be a problem . All sold on Taobao iPhone X In theory, they are all the same , There is only one thing buyers need to consider ： Is this one genuine or refurbished ？ At this time , What is being questioned is not a commodity , It's the store .
Some Taobao sellers rely on convenient markets , Just bring the goods into Taobao , You can see the opportunity . For example, Shaoxing, Zhejiang is the largest textile market in Asia , Almost all the fabrics in China will go to Shaoxing for wholesale . therefore , The curtain sales and design in Shaoxing are very popular , Many local Taobao stores take curtains as their main category , This kind of market backed seller , You only need to determine the product gear according to the user's portrait , Curtain fabric 、 Design and color 、 Transportation is almost uniform .
The largest selection space , Lies in those non-standard sellers . Because the price of non-standard products is uncertain 、 The style is uncertain 、 The price is uncertain , The operation space is large , That means big profits , The cost is also high. . There are many people who are not favored , Even goods without demand need long-term market education , To open the market . For example, a clothing brand X The early days of silk , The founder took the drawings to find someone to process , Nobody answered . People don't think this kind of national dress will be liked by anyone , Now the market has become a red sea , There are countless following the trend and looking for food .
Selection is to determine the direction , And throw the first wave of goods into the market , Make corresponding adjustment based on the data fed back by users . Continue to modify the style of subsequent products 、 Price and direction . Such shops , Will gradually absorb 、 Cultivate more loyal customers , Even fans , Continue to pay attention to the new products in the store .
therefore , The selection is based on the original portrait 、 Determine the style of non-standard products 、 Price and direction , And according to the feedback in time ,v The rabbit makes adjustments .
*： How to choose ？
Industry forecast . Before there is user feedback data , Industry forecasts can only be made based on market sensitivity , You can also use some third-party tools .
Market Research . This step is very important , It almost determines the later selection and pricing of the store , Actually , The best tool for market research is Taobao homepage . Taobao Search engine has been evolving day by day , More and more perfect , You can see many doorways here . such as , Enter keywords and long tail words in your category , According to the search results , List the quantity of goods in a table 、 Price distribution 、 sales 、 Review and other peer details pages …… If you are professional , You can also create clearer function diagrams .
Through these data , You can roughly know the basic sales volume and market size of this category , How high is the profit margin , And how well your peers are doing , Compare with them , Can you surpass the average .
People and audiences , A clear portrait . Actual portraits of people and expectations are two concepts , There must be a gap , All the efforts of operation lie in two points . First of all , Gradually adjust according to market feedback 、 Enrich and clear the user portrait group in your mind . second , Adjust according to the actual and expected gap , Strive to bring actual users closer to expectations . Such stores are moving forward steadily .
Differentiation . For a mature market , Why should a new store let others choose you ？ There must be something that others can trust —— Differentiation . Whether it's the price 、 More guaranteed product quality 、 More perfect after-sales or more attractive visual system , Both belong to the category of shaping differentiation .
Vertical classification . The market classification is becoming more and more detailed , The vertical sub categories actually have a large market , There are many shops that focus on small categories and live very well , They don't have to compete with big categories , The incoming flow can be highly accurate , The conversion rate of such stores is often very high . High vertical classification has been determined , Do not easily add other categories to pollute the commodity pool .
Market education . If you believe that your selection will have a market and a future , Then give the market some time , Let the buyer find you slowly . The pioneers and the first to eat crabs , Will often get rich returns .
*： Shop layout
There are main selling funds and drainage funds . This is the most common practice , The main selling fund will spend the most effort and effort to optimize , Focus on data , On the right track , Frequent changes are not recommended . To ensure the absolute security of the link . Drainage is different , Through some Taobao customers 、 Activities and other forms will attract buyers into the store , And in the drainage money , Do a good job in bridging the gap between the main sales funds , There is a strong correlation between the two , Let everyone who comes in have the desire to click . Better between the two , There are also operations such as matching preferential packages .
Similar products , The price difference should not be too big . Stores and merchandise , It will be labeled in the whole Taobao , The category is vertical , To be more accurate . Empathy , The price is the same , If the price gap is too big , The price tag will be blurred , Taobao doesn't know what people to recommend , It's very likely that you won't push .
A subdivision of a vertical category , Each category has a diversion . If each sub category （ such as T T-shirt 、 jacket 、 shorts ） There is a main push at the top of the search , The whole shop seems to have wings , Multi engine drive , Fly high and steady .