In order to plan the growth path of products, use unified standards to achieve refined operations, realize product growth, and conduct comprehensive evaluation of products, products are divided into five levels: new products, low-scoring products, potential products, strong and excellent products, and explosive products. New products refer to products that are put on the shelves within 90 days. Low-scoring products refer to products with a product growth score of less than 60 points. Potential products refer to products with a product growth score greater than or equal to 60 points and less than 80 points. Strong and excellent products refer to products with a product growth score greater than or equal to 80 points and less than or equal to 100 points. Explosive products are products with high exposure, high traffic, and high order volume.
The indicator dimensions for product growth stratification include industry indicators, content expression, effect conversion, product services, and additional plus or minus points.
The first dimension of product stratification is industry indicators, which are generally formulated according to the standards of the industry in which the product is located.
For example, for LED headlights, it is necessary to fill in the OE code and the compatible model to meet the requirements of strong and excellent products.
The second dimension is content expression, which refers to the content quality of the product itself, including three indicators: product information quality score, whether it is a standardized product, and the number of negative reviews.
The third dimension is effect conversion, which is the buyer feedback generated after the product is exposed. It can feedback the transaction feasibility of the product, including four indicators: the number of paying buyers, the conversion rate of visitors to paying buyers, the number of inquiries, and the number of repeat purchases.
The fourth dimension is product service, which refers to the product’s ability in customization, including three indicators: whether to provide customized services, the number of sample orders, and whether to provide sample services.
The fifth dimension is additional plus or minus points, which reflects the product’s service and performance, including the number of inquiries in the past 90 days (plus points), the on-time delivery rate of orders in the past 90 days, and the credit insurance refund application rate in the past 90 days.
Through product growth stratification, the product potential can be systematically evaluated and guidance can be provided for product optimization. Through various indicators, the product growth score is continuously improved, thereby improving the product’s ability to generate orders in the end.
The essence of product optimization is to improve product quality and product tradability. It should be noted that this product optimization method is applicable to Alibaba International Station and has strong platform attributes.