Conventional goods go through three periods in the market: trial sales, marketability and decline. Different goods go through different periods. Merchants should try to keep the goods in the marketability period and make them best sellers. Therefore, merchants should combine the intelligent marketing promotion methods of Alibaba International Station to carry out marketing combinations and extend the life cycle of goods as much as possible to obtain maximum profits.
During the trial sales period, the “test product and test style” plan should be opened. Based on the even distribution of traffic for 7 to 14 days, core products should be selected: After the product enters the marketability period, the core products should be placed in the “explosive product boost” to test potential explosive styles and core flagship products. Select targeted keywords for combination: When the product enters the decline period, the “inventory clearance” plan should be opened for rapid clearance sales.
Create and manage intelligent marketing plans according to the needs of merchants.
1. Create a plan
Create an intelligent marketing plan for products according to the needs of merchants, which is divided into the following 5 steps.
Select the marketing purpose and add the plan name to facilitate the management of the marketing plan in the future. The marketing purpose can be selected from product marketing, buyer traffic diversion and theme marketing.
(1) Set the marketing object, that is, select the product that the merchant needs to promote. You can add it by page, product category or product group.
(2) Delivery settings, including setting the marketing cost and bid range. You can set the budget cost and bid range for each plan. For the promotion of hot products in the range and targeted promotion, you can choose to add keywords and bid separately.
(3) Set the marketing audience, including selecting the region, crowd premium and delivery settings. L4 users can choose the delivery region. In the early stage of product sales, merchants may not be very clear about the sales area, crowd and premium percentage of the product. At this time, you can first increase the bid range, such as setting each area to 1~20 yuan and setting each region to 101% premium. After accumulating data for a period of time, you will find that the sales effects of different products in different regions are different. Then lower the merchant’s original bid range, such as to 1~15 yuan or 1~10 yuan, and finally increase the premium percentage in areas with better sales, such as 200%. It is recommended that the maximum should not exceed 400%.
(4) The plan is created. You can click on the plan to view details, or click to create another plan.
2. Manage Plan
After the marketing plan is created, the merchant can enter the management page to manage the marketing plan. The steps are as follows.
(1) Click on the name of each scenario under Promotion Management to enter the management page. You can enter different sub-pages according to the needs of the merchant.
(2) At the top of the management page, you can switch between different scenarios for management, and you can also select different plan names to view details.
(3) Enter the details page. Merchants can adjust and modify the product name, keywords, tags, region, premium, etc. as needed.