In order to facilitate sellers to promote the process of creating a spiral hot-selling product in a moderate way in practice, the creation process is divided into 5 stages, namely, activation of sales, maintenance of weight, ranking position, micro-profit zone and Top (head) zone. The focus of creation in different stages is also different. In the actual creation process, it is promoted according to a 42-day cycle, and basically achieved good results. Next, let’s take a look at how the 42-day spiral hot-selling creation practice is planned.
Operational goal for the first week: activation of sales
Sales: break zero, preferably maintain an average of about 3 orders per day. Solution: (1) Set a low price, so low that orders can be placed steadily and the orders are on an increasing trend; (2) Set a 50% coupon, use the coupon logo and the impact of high discounts to promote traffic to order conversion; (3) Enable automatic advertising in a “high bidding, high budget” manner.
Traffic: more than 30 orders per day. Solution: (1) Optimize in place, ensure that the product details include the product’s precise keywords and long-tail keywords. The correct use of keywords is the basis for obtaining precise traffic: (2) Set 50% coupons; (3) Enable automatic advertising, high bidding, and high budget.
Product reviews: After the product is launched, add 0.1~3 product reviews to the product through safe channels or early reviewer programs to prevent and resolve the adverse effects of possible negative reviews. It can also reduce consumers’ concerns about the lack of product reviews when purchasing to a certain extent and improve conversion rates. Afterwards, according to the growth of sales, maintain a 2%~3% review rate or add 1 product review per week. Q&A (Question & Answer): After the product is launched, add 3 Q&A to the product and then maintain the rhythm of adding 1~2 per week until the number reaches about 20.
Summary: The goal of the first week is to take orders above all else; the indicators to focus on are sales, traffic, and ranking.
Operational goal for the second week: maintain weight
Sales: 5~7 orders per day, sales and BSR rankings are relatively stable. Solution: (1) According to the changes in sales and BSR rankings, the price setting should be low but rising, and the reference for price increase is sales growth, BSR ranking increase, and obvious competitiveness compared to the prices of competing products in the current BSR ranking range; (2) The discount range of coupons is adjusted to 20%~30% (the specific operation is to delete the previous coupon and create a new coupon. If it is not deleted, it will cause coupon overlap, which may cause great losses. This situation must be avoided); (3) Continue to place the previously created automatic ads in a “high bidding, high budget” manner, and pay attention to the ACOS value of the ads showing a trend of flat or declining month-on-month. Traffic: more than 50 per day. Solution: (1) After the first week of operation, if you find that there are details in the product that need to be optimized, make timely adjustments and do not easily adjust the status of the product afterwards. If you find that the parameters or categories of the product are wrong during the first week of sales, make timely adjustments to ensure that the product parameters are accurate and the product category nodes are accurately selected; 2) Set a 20%~30% coupon;
(3) Enable automatic advertising, high bidding, and high budget. Product reviews: Receive 3~5 product reviews, maintain the number and rate of positive reviews, maintain a 2%~3% review rate based on the growth of sales, or add 1 product review per week.
Q&A: Add 1~2 Q&A’s every week until the number reaches about 20. · Summary: The goal for the second week is to increase the BSR ranking compared to the previous week, increase the product price slightly, reduce the loss of unit price and increase the profit margin; the indicators to focus on are sales, ranking, and traffic.
Operational goal for the third week: ranking position
Sales: more than 10 orders per day, relatively stable sales, and BSR ranking in the top 100. Solution: (1) With the growth of sales and the rise of BSR ranking, the price can be further increased, but the price still has a considerable competitive advantage in the current BSR ranking range. The reference for price increase is sales growth, BSR ranking increase, and obvious competitiveness compared to the prices of competing products in the current BSR ranking range. If the budget is sufficient, the price can continue to be maintained at a low level, which is more conducive to sales growth and BSR ranking increase; (2) The discount range of coupons is adjusted to 10%~20%: (3) Automatic advertising maintains “high bidding, high budget”, and pays attention to the ACOS value of the advertisement showing a trend of flat or declining month-on-month. Traffic: 60~100 or more per day. Solution: (1) Maintain the product in a stable state; (2) Set a coupon with a discount of 10%-20%; (3) Enable automatic advertising, high bidding, and high budget Product evaluation: Receive more than 5 product evaluations in total, maintain the number of positive reviews and the rate of positive reviews, and maintain a 2%-3% rate of reviews based on the growth of sales, or add 1 product evaluation per week.
Q&A: Add 1-2 Q&A questions per week until the number reaches about 20.
Summary: The goal of the third week is to increase the ranking and enter the Top 100, with a slight increase in the selling price and a reduction in the loss per unit price (increase in the profit margin); the indicators to focus on are sales, ranking, and traffic.
Operational goals for the fourth and fifth weeks
Micro-profit range·Sales: Achieve an average of more than 20 orders per day, relatively stable sales, and enter the Top 20 BSR ranking. Solution: (1) As sales grow and BSR ranking rises, further increase prices to a profitable level, but compared with competing products in the current BSR ranking range, prices still have a considerable competitive advantage: (2) Set up coupons with a discount of 10% to 20%; (3) Enable automatic advertising, refer to the CPC price of the most recent day, and gradually reduce the advertising bid and budget to ensure that the ACOS value is close to the gross profit margin of the product. Traffic: reach more than 100 per day. Solution: (1) Maintain the product in a stable state; (2) Set a coupon with a discount of 10%~20%. At this stage, pay attention to the number and proportion of coupon usage. If the coupon usage ratio is very small, then maintain the current discount in the next process. If the coupon usage ratio is large, then in the next stage, you can choose to close the coupon or further reduce the discount of the coupon; (3) Run automatic ads, based on the conversion rate, set appropriate bids and budgets. It should be noted that the bid can be gradually reduced according to the delivery situation, but the budget should not be reduced too much. Even in the final stage of the creation, when the bid has been adjusted very low and the advertising cost is already very low, the budget should not be less than US$30/day. This setting can reduce the damage to the product weight caused by too little advertising budget.
Product evaluation: Receive more than 8 product reviews, pay attention to maintaining the number and rate of positive reviews, and maintain a 2%~3% retention rate based on the growth of sales, or add 1 product review per week. ·Q&A: Add 1~2 Q&A at a pace of 1~2 Q&A per week until the number reaches about 20. Summary: The goal for the 4th to 5th week is to increase the BSR ranking and enter the Top 20, and the product price will enter the micro-profit range. From the perspective of the price, the product will begin to make a profit; the indicators to focus on are sales, ranking, and traffic. Operational goals for the 6th week and beyond: Top (head) area
Sales: Achieve an average of more than 30 orders per day, with relatively stable sales and ranking in the Top 20. Solution: (1) As sales grow and BSR ranking rises, further increase the price to approach or reach the expected profit level, but compared with hot-selling products, the price still has a competitive advantage: (b) Set a coupon with a discount of 10% to 20%: (c) The bidding of automatic advertising is adjusted according to the ACOS value. If the ACOS value is close to the gross profit margin, the advertising bid remains unchanged, and if the ACOS value is much higher than the gross profit margin, the advertising bid continues to decrease to save advertising costs. At the same time, it should be noted that the number of advertising orders has dropped to about 30% of the total number of orders.
Traffic: More than 100 per day. Solution: (1) Maintain the product in a stable state (b) The discount of coupons is maintained at 10%~20%. If the proportion of coupons used in the previous stage is too large, then the use of coupons can be gradually stopped at this stage: (c) The expenditure of automatic advertising continues to decrease, and advertising approaches or reaches the “three 30%” goals of advertising. Advertising will still bring traffic to the product, but the proportion will decrease.
Product evaluation: Receive more than 10 product evaluations in total, pay attention to maintaining the number and rate of positive reviews, and maintain a 2%~3% review rate based on the growth in sales, or add 1 product evaluation per week. O&A: Add 1~2 Q&A questions per week until the number reaches about 20. Summary: The goal after the 6th week is to stabilize the ranking in the Top 20 and the selling price has a stable profit; the indicators to pay attention to are sales, ranking, and competing products.