Uploading products on the AliExpress platform is a very simple matter, but there are still many details that need to be paid attention to if you want to upload a high-quality product. High-quality products mean high exposure, exposure It directly determines the high order quantity of the product. Product launch seems simple, but it directly affects sales. If the product launch is done well and there are sales, it will naturally bring confidence; if the product launch is not done well and there is no sales, it will inevitably lead to increasing guilt and disappointment and eventually giving up. So, no matter what, product launch should be done carefully. Next, I will introduce in detail some precautions in the process of publishing high-quality products, hoping to help sellers who are just starting out.
Product release is not just a simple title, keywords, pictures, product description, and then submit it and everything will be fine. When launching products, you must be careful and serious. A good product listing should have professional titles, rich pictures, detailed descriptions, complete attributes, reasonable prices, free shipping and timely delivery, etc. Before uploading products, you must set up product groupings, freight templates, and related products.
First, let’s understand the sorting rules of AliExpress SEO relevance, excluding the sorting rules of products. In the case of the same store score, the same product score, the same logistics, and the same price, correlation affects the ranking of the product. Each product will have a file in the AliExpress product database, including pictures and related text. When a customer enters a keyword search, AliExpress displays the product content to the customer according to certain sorting rules. If the keyword appears more times, the search weight will be greater, the ranking displayed to the customer will be higher, and the title will be more relevant. The score will be higher. Simply the number of times a keyword appears cannot increase the relevance of a product. We can use the “three-in-one” method to improve the relevance of the product. In layman’s terms, it means the matching of the title, product attributes and detailed description.
Some precautions in the process of releasing products are as follows:
1. Product Category Selection
Be sure to select based on the actual category your product belongs to, so that buyers can find the products you upload more quickly.
The impact of category misplacement: It affects buyers’ shopping experience; the platform reduces product exposure and lowers search rankings.
To avoid category misplacement, you need to pay attention to the following aspects:
(1) Have a clear understanding of the categories and products sold at each level of the platform
(2) Check the display categories of such products through product keywords as a reference
< p>(3) Refer to peer product categories
2. Fill in the basic attributes of the product
Product attributes are an important basis for buyers to select products. Those marked with * are required. Attributes are! The key attributes are marked. Fill in the system recommended attributes and custom attributes in detail and accurately to improve product exposure opportunities.
Filling in custom attributes can supplement information other than system attributes, allowing buyers to To understand the product more comprehensively, in order to ensure product quality, please be sure to select the brand or model name correctly; if there is nothing to select, please fill in the correct information about the product in the text box after selecting Other (text information is required) ;According to empirical analysis, the attribute filling rate reaches more than 80%, which can improve product exposure.
3. Product title
The title is the most intuitive and important product display content, which is important for buyers. For users, pictures are far more intuitive than titles, yes, but this sentence is based on a premise, that is, users have already seen your products, so how do users see your products? A very important way is. Search, and the product title is the key to matching keyword searches and affecting product exposure.
The product title is generally composed of “brand model + category hot words + style words + applicable people + material + size + applicable combinations.” “Scene + long-tail keywords + color + soaring words + other modifiers” and other compositions. Do not list popular words repeatedly, and do not pile up words with the same meaning in the title, otherwise it will be judged as title stacking. The title has other first words except connectives. The letters should be all capitalized, and should be as accurate, complete, and concise as possible, so that it reads more smoothly. In addition, we should put the keywords in front, which is more in line with search engine crawling habits, and only the first half of the wireless terminal title will be displayed (128 characters will display 70). ).
Here we introduce some tips for setting titles:
(1) The simplest problem that is easily overlooked by sellers is not fully utilizing the 128 characters of the title. A title that is too short is not conducive to search coverage. For example, if the product is “running shoes” and the title only has the word “running shoes”, the user will not be able to find the product when searching for “sport shoes”. The title can also include “sports shoes”. Put it in.
(2) Some users always like to write “spring and autumn”. When the title characters are only 128 characters, there is no need to write and. You can delete it directly and change it to: “spring autumn”. This saves 4 characters. If you think this doesn’t look good, you can also set it to “Spring&Autumn”. Of course, if the title length itself is less than 128 characters, it’s okay to keep and. The main thing to note here is that actually and is a word that has little impact on search traffic.
(3) If newarrival is written in the title, or the search index of newarrive is 1056 and 43, the search volume value is very low. If there are better words, it is recommended to delete these two words. If it really should be kept, be sure to add the date! 2016newarrival. Because the search index of “2016 new arrival” is about 60 times that of the previous words
(4) Try to include the product words and attribute words of the product in the title. The words must be spelled correctly, otherwise users will not be able to search for the title.
(5) In order to comply with grammatical habits, many titles add many words, such as to, the, and, of, and for. There is no need to consider English grammar in the title. Where possible, you can try to delete these words without affecting the search ranking.
(6) The title visualization effect is better. Do not use all lowercase words in the title. Try to use uppercase letters for the first letters of core product words, attribute words, etc., and even all capital words for important words. Because spaces and characters such as +, -, #, & are only counted as one character. Using these characters can highlight some keywords in the title to help users quickly locate it. You can even use [] to highlight a core word.
Does the title only need to be optimized once and then it can be solved once and for all? The answer is of course: NO.
When seasons change, users’ search habits and search frequency may change. At this time, you can pay attention to seasonal hot words, choose words with more traffic, and continuously optimize titles to obtain more traffic. When a hot event occurs and a new product is released, I also hope that my seller friends can modify the title as soon as possible. When product sales increase and you want to do a certain activity, you may need to add or modify the activity title.
4. Product main picture
“A good picture is worth a thousand words”. When shopping on Taobao, buyers will place orders for products that do not have beautiful and realistic pictures. 4. Product main picture Pictures? Clear, rich, all-round and detailed descriptions of pictures can not only help sellers attract buyers’ attention, but also highlight product features and reflect the seller’s professionalism.
The main image of the product is to attract buyers to click. It needs to have a white background or light color background and a size of 800 pixels x 800 pixels or more. The image must be clear, no watermarks, no splicing, no Chinese characters and other information, 6 photos The main image should be filled up. When the same product has multiple colors: try to upload a reduced image of the product for each color, or choose a system-defined color card; because the colors are different, the price and inventory of the product may sometimes be different, and you can set them separately; for different When setting prices for colors, be sure to pay attention to whether the products are sold individually or in packages.
The unified specifications for the main product image are as follows:
Background requirements: The image background is simple (natural scenes) or a solid color background, and cluttered backgrounds are prohibited.
Subject: Focus on displaying a type of subject, which must occupy more than 70% of the picture. Puzzles are not allowed, and multi-square grids are prohibited.
Logo: The entire store is placed in the upper left corner of the picture.
Text: No redundant text can appear on the picture, no watermarks other than light-colored store numbers, no text other than brand, and Chinese characters are strictly prohibited.
Main image: The image size is 800 pixels x 800 pixels and above. The recommended horizontal and vertical ratio of the image is 1:1 to 1:1.3.
Picture borders: Pictures cannot have borders.
Number of main pictures: Set more than 5 main pictures, at least 1 detail picture and 1 real shot picture.
The detailed specifications for pictures in each industry are introduced below.
(1) Specifications for women’s clothing pictures:
No cluttered background, uniform background color, preferably white or light color (Note: Except for brand stores with uniform background, and The products in the entire store are positioned and present a certain style).
In addition to the English logo placed in the upper left corner of the picture, no information such as size, promotion, watermark, text, etc. is allowed to be placed.
The proportion of the main body of the image must account for more than 70% of the entire image. Any form of puzzle is prohibited, especially multi-color products using multi-grid display (Note: Multi-SKU product platforms will be implemented in other ways Display on the buyer’s side). 4 It is recommended to upload 6 pictures, in order: front view, back, side and detail of the model or object. An example is shown in Figure 5-4.
(2) Specifications for men’s clothing pictures:
The main image pixels must be larger than 800 pixels x 800 pixels, and the size must be square.
Puzzles are not allowed in the main image.
It is recommended to upload 5~6 product pictures. The first one is the front view of the clothes, the second one is the back view of the clothes, and the third one is the side view (if any), plus one or two details. Picture and a real shot of the product.
The trademark owner can place the brand logo in the upper left corner of the main image, with the size being 1/10 of the main image.
Chinese fonts, watermarks, promotional information, etc. are not allowed to appear on the pictures.
(3) Specifications for children’s clothing pictures:
The picture background must be white or solid color Background, but the store is required to have a unified background style. The model must be displayed in the center to account for more than 70% of the main body. No messy background display is allowed. Borders and Chinese watermarks are not allowed. The Log must be placed in the upper left corner. Two puzzles are allowed, with the model on the left and the real thing on the right, but more than three puzzles are not allowed.
The actual image can be tiled, but the background color and style must be consistent, and only one main image can appear in the main image. The main image is recommended to be square, with a size of 800 pixels x 800 pixels or more. It is recommended to upload six images. The first image is the front view, the second image is the side view, the third image is the back image, and the fourth to fifth images are the details of the product. Picture, the sixth picture is the actual picture.
(4) Specifications for wedding dress images:
The main image must be greater than or equal to 800 pixels x 800 pixels
The background of the main image is recommended to be light color, solid color or White.
There must be at least 6 main pictures, the first is a full-body picture from the front, the second is a full-body picture from the back, and there must be no less than three
detail pictures. 4. The real model in the main picture must show his head and face. It is prohibited to cut off the head or have a mosaic on the face. The main picture is not allowed to be spliced, borders are not added, and watermarks other than the store number are not allowed (the watermark must be light-colored) , and shall not contain text descriptions such as promotions and exaggerated descriptions. The text descriptions include but are not limited to flash sales, limited-time discounts, free shipping, etc. The brand logo is placed in the upper left corner of the main image.
The size of the product accounts for more than 80% of the image, and the nine-square grid is prohibited in the main image of multi-color products.
(5) Specifications for shoe pictures:
The background of the picture should be simple (natural scenes) or pure white, with the sole principle of not obstructing the main body of the product. It is recommended not to use dark backgrounds and Actual pictures taken in relatively dark light.
Focus on a single or pair of shoes (occupying more than 60% of the image).
The logo is fixed in the upper left corner of the picture, and the logo should not be too large. It is best to keep it uniform throughout the store, and no watermarks should appear on the shoes.
No redundant text, Chinese characters, or any promotional information can appear on the picture.
Do not add icons or borders to images.
The image size is 800 pixels x 800 pixels and above, the aspect ratio of the image should be maintained at 1:1, and the number of images must be at least five.
Do not use spliced images. Multi-color display (each picture only displays one color. The platform List page has the function of displaying SKU colors, so there is no need to display multiple colors on one picture).
(6) Specifications for packaged images:
The size of the main image should be greater than or equal to 800 pixels x 800 pixels, with a square proportion preferably, a clear background, and the sole principle of not obstructing the main body of the product; It is recommended to use a white or solid color background to avoid clutter, non-commodity objects, dark backgrounds, and backgrounds of other categories of products, etc.
No Chinese characters other than the brand name, watermarks, or text descriptions (SKU style, price, size, etc.) may appear in the picture.
The subject of the main image must be unique, clear, and have considerable details. There must be no nine-square grid, product stacking, etc.: avoid adding borders to the main image and avoid splicing multiple images.
The size of the main body of the picture accounts for 2/4 ~ 3/4 of the entire picture. It should be placed in the center, preferably frontally. The main body of the single product must appear completely to avoid the main body being too large or too biased, causing the product to be discounted. Or the logo is blocked, the main body is too small or incomplete, resulting in incomplete display of product details. 5. The brand logo should be uniformly located in the upper left corner of the product. It is not recommended that the logo be too large, and it is recommended that it be in English. 6. It is not recommended to choose a model picture or a strap picture for the first main picture, especially a model picture that cannot show the entire product.
It is recommended that the number of pictures be at least five, including pictures of all sides of the bag (six sides are best, at least the front and back), details of the bag body, details of the interior of the bag, etc.
(7) Specifications for accessories images:
The size of the main image must be larger than 800 pixels x 800 pixels, and it is recommended to be square.
Nine-square grid is not allowed in the main image.
It is recommended that the main image of the product should be composed of no less than five images. The first image should be the front view of the product, and the second image should be the side view.
The number of subjects in the main image should not be too many, the subject should be clear, and no borders should be added. Due to the need for photo modeling, it is recommended to have more than five images, at least one detailed image and one real shot.
Logo is placed in the upper left corner of the picture.
(10) Specifications for lamp pictures:
It is recommended that the background color be a solid color or a background related to the product, cluttered backgrounds are prohibited, and the product pictures should be displayed reasonably in the actual scene.
Pictures are required to have no watermarks or borders. Minimize text on the picture and no Chinese characters should appear.
Puzzles and grids are not allowed in the main image.
It is recommended that the number of pictures be at least five, with at least one detail picture and one actual shot; for special effects lights, it is recommended to include one actual rendering.
Minimize the text on the picture and place the logo in the upper left corner of the picture.
(11) Specifications for pictures of hardware tools and electrical appliances:
It is recommended that the background color be white or solid color, cluttered backgrounds are prohibited, product pictures are displayed in the center, and must account for 70% of the overall picture. %above.
The image size is 800 pixels x 800 pixels and above, and the horizontal and vertical ratio of the image is recommended to be 1:1 to 1:1.3.
Pictures must have no borders, no watermarks other than light-colored store numbers, and no text other than brand names.
Puzzles and Jiugong grid are not allowed.
It is recommended that the number of main pictures be at least five, with at least one detail picture and one real shot.
Logo is placed in the upper left corner of the picture.
Pictures of knife tools must have comparative dimensions.
5. Product pricing
The key to product pricing is not only the price, but also to be accurate and appropriate, and to accurately grasp the psychological expectations of buyers. Setting different price ranges to form gradient prices can, on the one hand, meet the needs of buyers at different levels in a targeted manner; on the other hand, it can also use the price difference to attract buyers to make more purchases.
In AliExpress, the two major factors that have an important impact on ranking are sales volume and keywords. The most critical factor that affects sales is price. Before talking about price, let me explain a few terms:
Shelf price: It is the price filled in when the product is uploaded.
Sales price/discounted price: that is, the price of the product displayed under the discount in the store.
Transaction price: The unit price paid by the user after the final order is placed.
Then these prices are directly related:
Sales price = listing price x discount
Transaction price = sales price – marketing discount (full discount, Coupons, seller manual discounts)
If you know the relationship between these prices, you can adopt different pricing strategies for products with different positioning.
Pricing strategies are divided into low-price strategies and prudent strategies:
(1) Low-price strategy.
Research the sales prices of sellers and similar products in the same industry, determine the lowest price in the industry, and use the lowest price minus 5% to 15% as the product sales price. Use the sales price to push back the listing price, and determine the transaction price regardless of gains and losses.
The listing price can be determined through two methods:
The listing price = sales price/(1~15%)
This strategy costs money, but you can Spending a lot of money to create a hit product is simple, crude, and effective, but it is unsustainable and carries high risks.
Shelf price = sales price/(1~30%).
This strategy is slightly conservative, and the discount can be adjusted later to bring the sales price back to normal levels.
Both pricing ideas can be used to generate sales at a 15% discount or at a slight loss, as a hot-selling product.
(2) Steady strategy.
A safer way is to calculate the cost price of the product and determine the sales price of the product based on cost price + profit.
After the sales price of the product is determined, the shelf price will be determined according to the store’s marketing arrangements.
For example: the product cost is 3 US dollars. According to AliExpress’s current average gross profit margin (15%), there are also fixed costs of 5% AliExpress commission rate and 3 affiliate fees generated by some orders. %~5%. We can deduce:
Sales price=3-(1-0.05-0.05)(1-0.15) =$3.92
To be more conservative, sales price=3=(1- 0.05-0.05-0.15) = 4 US dollars
So among them, the 5% affiliate commission will not be generated for all orders, but considering some marketing investments such as instant discounts and store coupon through trains, There is basically nothing wrong with using 5% as marketing expenses.
Of course, you can also add the investment in loss of packets and disputes. Calculating based on the packet loss rate of 1% of postal parcels, you can get:
Sales price = 3 -(1-0.05-0.05-0.01)(1-0.15)=$3.96 To be more conservative, the sales price=3(1-0.05-0.05-0.15-001)=$405. After getting the sales price, we need to consider this product It is sold through events or as a general item. If it is used as an event model, then it is calculated according to the platform’s usual event discount requirement of 40%: listing price = sales price (1-04). Normally, a 40% discount is applied, and the maximum discount for events can be 50%.
Sold as a general model:
Shelf price = sales price (1-0.3), usually 30% discount. It is recommended that the discount parameter should not be less than 15%, because the discount required by the platform’s big promotion is this number, and should not be more than 50%, because too large a discount can easily lead to the suspicion of false discounts. According to official statistics from AliExpress, discounts of around 30% are the most popular among buyers and fall within the range of reasonable expectations.
For the activity requirements of 50% discount, based on the above pricing model, it is basically equivalent to a flat sale, and there will be no loss or slight loss. If the customer purchases two or more, he can earn one Pen.
Tips for price setting:
For multi-SKU products, you can appropriately lower the first and last SKU pricing.
In order to maintain profits, the product prices of the intermediate SKUs can be increased appropriately.
Under the same price, discounted products are always more attractive.
Limited-time products with discounts that are about to expire are more attractive, giving customers a sense of urgency and improving conversion rates
6. Product delivery period
Online transactions buyers prefer products that can be purchased in a shorter time, so the shorter the delivery time, the more buyers will pay attention. Looking at the positive comments from buyers, we can find that the vast majority of buyers are satisfied with receiving the goods quickly. Generally speaking, the delivery time for the first purchase volume range of hot-selling products does not exceed 3 days. This coincides with the psychological expectations of buyers based on overseas buyer surveys. However, the delivery time of customized products such as wedding dresses The time can be extended as appropriate. In addition, AliExpress requires that the delivery period of most categories of products cannot exceed 7 days, so it is appropriate for sellers to set the delivery period of products within 3 to 5 days.
7. Product related marketing
The product information module is a new way to manage product information, which can provide public information in product information (such as after-sales logistics policies, activity information, etc. ) Create a separate module and reference it in the product. If you need to modify this information, you only need to modify the corresponding module, and the information in all products using this module will be automatically updated. In addition to placing public information, the module can also place related products (already online), limited-time discounts, etc.
Associated marketing will affect the depth of visits, customer unit price and store conversion rate. It is a very effective promotion tool and a must-do module. Product related marketing needs to first establish a product information module in template management. We can choose the template recommended by the system (just select the product we want to promote), or we can customize the template (requiring Photoshop and code base for independent design) ).
(1) Create product information module.
In the “Product Management” interface, click the “Product Information Module” link under “Module Management”.
Click the “New Module” button or the “Create Product Information Module” link.
Select the module we want to create. Here we take the creation of “Associated Product Module” as an example. Click the “Continue” button and enter the name of the module we want to create (only English can be entered. Module Names are used to distinguish different modules), select the associated products to be promoted (up to 8), and click the “Submit” button to successfully create the associated product template.
(2) Add associated template.
When uploading a product, click the “Associate Template” icon in the product detailed description area.
Select the associated template in the “Select Module” dialog box and click the “OK” button
to successfully add associated products. Note: Only two product information modules can be inserted into a product at most, and only one associated product module can be inserted at most. The association module recommends recommending products related to this product, so as to avoid giving buyers the feeling of a grocery store; associated products are generally controlled within two lines (four or five per line), which will affect page opening speed and conversion too much .
8. Detailed product description
The detailed description of the product is an important tool for buyers to fully understand the product and form an intention to place an order. An excellent product description can dispel buyers’ distrust of online shopping and give buyers a very professional impression.
The text description of the product, as a supplement to the title and attributes, such as some customized attributes and descriptions, detailed descriptions, etc., allows buyers to use the text here in addition to attributes and titles. Information search for products. Product text descriptions must be in text format, and image text information cannot be crawled by search engines.
The product description should have uniform fonts, simple and neat pages, and no fancy descriptions, which will give people a very professional feeling. Here is a reminder to many new sellers. Don’t think that using a lot of bright colors in the description. Different fonts can be eye-catching and attract customers. It may only appear that you are unprofessional and not classy.
Product text description generally includes title, product selling points, product parameters, packaging information and precautions, etc.
9. Product details pictures
Detail pictures generally require more than 5 pictures, but not too many, otherwise it will affect the page opening speed and conversion. Detail pictures mainly include the colors of the products. The front view, one of the side, back, and partial details can allow buyers to clearly understand each detail and material, and increase the buyer’s purchase rate. Try to make partial detailed pictures into puzzle pieces so that buyers can read them in 1 to 2 screens.
10. Service template
Service terms generally include transportation methods, return and exchange procedures, product or store guarantee services, buyer review reminders, and some features or services of our store, thus Improve buyer satisfaction.
The above are some precautions when uploading products on the AliExpress platform. After filling in or optimizing the above information as required, click the “Submit” button, and you will see that the product will enter the platform review stage ( Products can only be displayed on the platform and searched by customers after passing the review). Uploaded products cannot be edited or deleted during the review process, so you must check whether there are any violations or infringements before submitting to avoid points being deducted if you fail to pass the review and reduce the risk of Store image.