Product’s visual marketing mainly focuses on three aspects:
Product structure planning (traffic), picture design (clicks), and detail design (conversion).
Lazada product structure planning
Product structure planning is also called category planning. Simply put, it is the formation of relationships and reasonable layout between store product categories: whether it is an online or offline store, They are all inseparable from these types of product matrices: traffic models, event models, normal models, profit models, and image models: Of course, different merchants have different operating strategies, and it is normal for the types of products they focus on to be different.
A store with an excellent product structure can not only provide consumers with more diverse choices, but also maximize in-store traffic and other resources (such as associating complementary products to increase unit price) .
1. Drainage products
Drainage products refer to products with large traffic (attracting traffic), high popularity (number of visitors, page views, number of additional purchases, number of collections, etc.), ranking Top products. The price of such products can be slightly lowered, or set to a breakeven price: if the price of the traffic model is too high, it will lead to a high loss rate of traffic to the store and a low conversion rate. The traffic model needs to have high cost performance and supply advantages.
2. Event products
Refers to products suitable for events. There are many daily activities and major promotions on the Lazada platform, which is very good for merchants because they participate in event promotions. There is a real opportunity for new sellers to take off.
In 2019, new Quanzhou merchants who settled in Lazada for one month averaged 15 orders per day; they participated in the Bday promotion and Flash Sale in 2019. During the event, the store sold 2,000 orders of a single product. Because the novice seller did not prepare the goods in the early stage, he had to contact multiple factories to produce the goods after placing the order. Just because this product has upgraded the store level to Level 6 and driven the increase in orders for other products in the store, the sales volume has stabilized at more than 200 orders per day after the Bday promotion. Event models are necessary to improve performance. Set reasonable profits and The selling price can instantly elevate a store to several levels.
3. Regular products
Normal products are products sold daily, so the number and proportion of products are also the largest. They are basic products that meet the differentiated needs of customers. This type of product The styles are rich and the profit is moderate; if the profit is too low, it is not suitable for the long-term development of the store, because regular styles are the main source of daily profits; if the profit is too high, the store’s sales will decrease, the conversion rate will decrease, and it will be difficult to maintain a stable order volume.
4. Profit items
Profit items can also be understood as the life of a store’s development. Profit items are the products that create most of the store’s profits. This type of product itself should have a unique style, medium to high customer unit price and high quality. At the same time, traffic-draining and event products should attract traffic to profit-making products and increase the sales of profit-making products in the store: it is the purchase and sales price of high-profit products.
5. Image products
Image products are products that reflect the store’s grade and brand image. To be more precise, they are the embodiment of store positioning. Image products can reflect the entire store. Brand and image, well-targeted consumer groups are the key to the long-term development of the brand.
6. Create popular models
There are many similarities between popular models and traffic-generating models, such as store traffic, but the biggest difference is that traffic-generating models may not make money or lose money. However, hot sales must be profitable and must not lose money. If a popular product loses money, then there is something wrong with the direction (of course, it is normal to lose money when creating a popular product in the early stage, but the entire life cycle of a popular product must be profitable and have considerable profits).
Creating a hit model requires various comprehensive operational capabilities (market analysis capabilities, competitive product analysis capabilities, consumer analysis capabilities, channel supply chain capabilities, marketing capabilities, capital operation capabilities, etc.). Compared with a single hit model, The author is more inclined to encourage sellers to create hot-selling groups.
7. Product ranking
Each e-commerce platform has independent rules for calculating product rankings, and Lazada is the same. Merchants must first understand the traffic design principles of the platform. Traffic is divided into two types: free traffic and paid traffic. Below are a few ranking weights.
Product quality: Product quality has a great impact on product ranking. The matching degree between the product title, description and the product itself determines the product ranking.
Product weight: the number of product visitors, additional purchases, collections, transaction volume, order volume, cancellation rate, etc. are related to product ranking: it is also related to the types of LazMall brand products, ordinary products, and Global Collection products. There are relationships.
Store weight: The overall turnover of the store, the number of orders and the store performance evaluation affect each other’s product rankings. For example, a store with a high cancellation rate and many negative reviews must have a low weight; at the same time, the store type is also a store type. Part of the weight, such as LazMall stores and ordinary stores, cross-border stores and local stores, etc., have different weights.
Traffic exposure, clicks, conversions: What is more important is the traffic conversion rate. When the platform provides support for new product traffic, global collection product exposure, and flash sale registration, the product itself Performance is very important; for example, merchant A and merchant B upload similar products, and the platform gives both merchants 500 opportunities to display them at the same time. Merchant A gets 50 traffics, with a click-through rate of 10%; merchant B gets 5 traffics, with a click-through rate of 1 %. From this data, it can be determined that Merchant A has a great advantage. Perhaps in the next opportunity, the platform will give Merchant A more opportunities to display.
In general, the better the product data performance is, the more opportunities there are to obtain more traffic, and the higher the product ranking will be.