《跨境電子商務(wù)典型工作任務(wù)》課件-4.1爆款商品及其打造 - 英文

4.1Popularproductanditscreation

Whyshouldwestriveforcreatingpopularproducts?1.Toreducepromotioncosts.2.Toincreaseproductprofitsandfacilitateinventorymanagement.3.Tosimplifyoperationalmanagement.爆款特征Characteristicsandadvantagesofpopularproducts1.Concentrationoftrafficresources2.alignmentwithmarketandbuyerpreferences3.concentratedinquiryoutbursts4.naturallyhighrankingsforpopular

keywordsMethodstoCreateaBest-sellingProductProductSelectionandTestingUploadPhasePromotionPhaseSedimentationPhaseHowtoCreateaBest-sellingProduct?TitlePreciseMatching+AmbiguousMatchingforMoreKeywordsDisplayImageDifferentiation+ContentMarketingShowcase+GoldenSupplierCertification(PriorityRankingwithinthePlatform)Top-RankingAds+P4P+Targeting+Full-StorePromotion(TrafficGeneration)EventScenarios+SNSSocialSharing+ContentMarketingFanEngagement(VisitorAcquisition)BuyerPreferencesClick-throughRate:Pricing,Title,Images,ResponseRate,GoldenSupplier+360°FactoryInspection,TradeAssuranceData,BuyerReviewsFeedbackRate:ContentDisplay,Videos,AddressingCustomerTrustIssues,DemonstratingProfessionalExpertiseTransactionDataEnhancementLinkingwithTradeAssurance&Yidatong(ReusingHistoricalExportData)PlacingTradeAssuranceOrdersforSelectedProductsInvitingBuyerReviewsTotalinquiries:20itemsTop4productinquiriesamongallinquiries=16MethodstoCreateaBest-sellingProductThenumberofeligiblelistedproductsinyourcompanyis1,132,withatotalsearchexposureof42,500,atotalsearchclicksof701,atotalclick-throughrateof1.65%,atotalof20inquiries,atotalof1,374visitors,atotalof14ordersplaced,anactualGMVof$919forReady-To-Ship(RTS)productsonline,andatotalof4buyersforRTSproductsonline.CommonIssuesinCreatingBest-SellingProductsCommonIssuesinCreatingBest-SellingProductsLackofResponsetoYourOwnBest-SellingProduct,FallingintoOblivionLowHeatofProductKeywords,InadequateUtilizationofPromotionResourcesComprehensiveAnalysisofWhethertheProductAlignswithMarketDemandsBasedonFeedbackExcessiveSingleInquiryProducts,ResultinginScatteredTrafficLimitedCoverageofKeywordsforProducts,LeadingtoNon-ConcentratedPromotionTrafficMismatchBetweenProductInquiriesandActualDemandInquiriesPromotingOtherOrdinaryProductswithTrulyEffectiveKeywordsInsteadoftheIntendedOnes.IdentifythecoreproductStepsforcreatingabest-sellingproductStepsforcreatingabest-sellingproductDeterminethekeywordstopromotethecoreproduct(Keywordconfirmation)Afterformingakeywordlist,selectkeywordswithhighpopularityandlowcompetitiontoprioritizeincomposingtheproducttitleSetthesekeywordstoprioritizethepromotionofthecoreproductEnsurealowernaturalranking,whileusingP4P(Pay-for-Performance)tooccupythetopfivepositionsAnalyzeproductdata選品條件123456Criteriaforselectingabest-sellingproductProductswithhighinquiryfeedbackratesrecently,indicatingacompetitiveadvantageProductswithhighdemandforRFQ(RequestForQuotation)marketquotesProductsthatrankwithinthetop10ofsimilarproductsintermsofconversionratebasedoncorekeywordsearchesacrosstheentirenetworkThemostpopularproducttypesselectedbasedonsalesrankingonC-endwebsitesAvailabilityofinventoryandshortleadtimefordeliveryNewproducts,newstyles,andhigh-profitmarginproductsCraftingaHitProductTitleSortthekeywordlistbypopularityandselectthehottestkeywordstocombineintoacompellingtitle.Afterpublishingtheproduct,addittotheshowcasewindow.Aweeklater,checktheproduct'srankingandrecordyourobservationsforfurtheranalysis.Afterpublishingthebest-sellingproductforhalfamonth,gatherrelevantkeywordsfromthesourcesofpopularproducttermsandaddthemtotheshowcaseproductobservationsheet.Forthekeywordsthathavenotbeenincludedinthedirecttraffic(e.g.,Pay-Per-Clickadvertising)campaign,incorporatethemintothePPC(Pay-Per-Click)advertising.Aftercheckingtherankings,iftheproduct'sorganicranking