Original link: https://www.jiazhen108.com/news/319-cn.html

Hello, I am Jia Zhen, welcome to listen to Jia Zhen for 5 minutes, today we will talk about Wanxiangtai.

To be honest, I haven’t used the Wanxiang stage very much before, and the reasons why I haven’t used it much:

First, I felt that the through train was enough, and the gravitational cube was enough.

Second, I feel that the roi of Wanxiangtai is a little high and too much water.

But two recent events have subverted my three views and made me re-examine Wanxiangtai.

1. A new link has been added to the popular style of my store. From zero, I only pushed Wanxiangtai and quickly pushed it up. The ROI is higher than the original popular style link push through train.

The new link has no accumulation of collections and purchases, and cannot be reached repeatedly, which means that the roi of Wanxiangtai is also very high, and there is not much moisture.

Wanxiangtai’s current data statistics default to the last attribution, which means that only Wanxiangtai’s transactions are considered Wanxiangtai roi.

2. The new link of the same model in the same industry can quickly achieve a daily turnover of 60,000 per link and the number one sales of a single product only by Wanxiangtai.

So, I knew it was time to devote my energy and time to focus on studying Wanxiangtai.

Let’s talk about the conclusion first: the traditional promotion tools through train, gravity cube, focus on channel drainage, through train is the search channel, and gravity cube is the recommendation channel.

The core of channel drainage is to continuously and steadily obtain traffic .

However, as the speed of information dissemination accelerates, the life cycle of popular products becomes shorter and shorter, and the demand for “fast” is derived.

The core value of Wanxiangtai is one word “fast”, focusing on “life cycle management”.

From the perspective of “people, goods, and fields”, it does life cycle management, speeds up the explosion process, and enhances the value of explosion models.

“people”

From the perspective of “people”, Wanxiangtai divides the user’s life cycle into four segments:

1. Diggers

2. Visitors

3. Add purchase

4. Old customers

 

With more and more information and products, customer shopping is no longer just a need, so it is important to speed up the customer conversion cycle.

Therefore, from the perspective of “people”, the corresponding tools of Wanxiangtai are:

Pull new members quickly , become members quickly , and acquire customers easily .

The core value is still a word “fast”, shorten the conversion cycle, if you don’t become your customer, you will become someone else’s customer.

“goods”

From the perspective of “goods”, Wanxiangtai divides the product life cycle into four segments:

1. Cold start

2. Growth period

3. Explosion period

4. Recession period

If the life cycle of a popular product is fixed, then the less time spent in the growth period, the greater the revenue during the explosive product period.

Therefore, the module of Wanxiang Taiwan goods corresponds to three tools:

Fast measurement , fast launch , and accelerated product delivery .

The name of each tool has the word “fast”.

Therefore, the key to making good use of the Wanxiang stage is to select the appropriate tools at the right time, so that the explosive models can grow rapidly.

“field”

From the perspective of “field”, the scene corresponding to Wanxiangtai is:

1. Live broadcast

2. Short video

3. Activities

So the corresponding tools: super live broadcast , super short video , accelerated activities .

Because the human-based scene is from the store dimension, the store must have a clear positioning first.

At present, the vast majority of e-commerce sellers are still in the sales stage, and a single product has a positioning, which is already very good.

Therefore, most sellers are not suitable for Wanxiangtai from the perspective of “people” at present, and poor data is inevitable.

From the perspective of “field”, my own store has live broadcasts, short videos, and the activity participation is not large, so I did not test it.

Today’s focus is on the practical gameplay of Wanxiangtai, which is suitable for most e-commerce sellers from the perspective of “goods”.

In the “goods” module, there are three tools:

Fast measurement, fast launch, and accelerated product delivery .

As we mentioned earlier, the core of making good use of Wanxiang stage is to define the product life cycle and use the right tools at the right time.

The logic is this:

1. For products that have just been put on the shelves, you can directly create a plan in the “Measurement Express” to quickly acquire certain visitors and let the product pass the cold start period.

Because the goal of the plan of “fast measurement” is a cold start, the roi is often average.

If the new product to be promoted has passed the cold start period, and there is a certain amount of sales, there is no need to go to the “Measurement Express” to build a plan at all.

2. Open Tmall’s new product operation center, see the new product rating, start the new product acceleration, and fill in all the new product operation materials.

3. According to the situation of new products, select potential new products, build new product plans in “Shangxinkuai”, quickly launch popular models, and enjoy high ROI dividends.

4. After the 90-day new product period, you can no longer promote it in “Shangxinkuai”, but if you still want to use Wanxiangtai, you will inherit one item in “Product Acceleration”.

Well, through this logic, everyone can understand my 5-minute title of Jia Zhen, Wanxiangtai is essentially product life cycle management.

And the best tool of roi in Wanxiang platform is “Shangxinkuai”, and Shangxinkuai can only be used within 90 days after the new product is put on the shelves.

So how to make good use of “Shangxinkuai”? It is the key to playing Wanxiangtai well.

The following brain map is the practical details of Xinkuai on the Wanxiang stage. You can take a look at it, and I will explain it to you.

 

1. Select the plan in the new express

Ordinary products, as long as there are new product labels in the new product operation center, you can choose the “industry new product” plan.

However, if you pass the “quick test”, a lot of data will be accumulated a few days before the launch.

The rating of the new product operation center is above b, and you also manually mark the small black box, you have the opportunity to choose the “small black box new” plan.

New products in the small black box will have a separate exposure channel, but there are also obvious shortcomings in the later settings. Only package packages can be selected for promotion, and the creativity needs a white background map, and it is easy to be reviewed and rejected.

Therefore, I suggest that you choose “new products in the industry” to start a new plan at the beginning.

2. Product selection

I suggest that you choose 1-3 links that have the potential to explode. As long as it is not a test model, the number of products is not too much, but the quality.

Even, if you want to test the new products on Wanxiangdai, you can make the original store popular, add a new link, and follow the Wanxiangdai process, you will be able to push new products from Wanxiangdai, far exceeding all other promotion tools.

3. Promotion settings

Choose a package, or continue to promote it at will.

The preference of the crowd can be added or not, because as long as the data comes out later, the system will automatically set it.

The most important thing is to choose 1 out of 3 among “promoting stores”, “promoting additional purchases” and “facilitating transactions” in the plan, because once this is selected, it cannot be changed.

In our previous new product plan, we launched a “promoting transaction” at the time. The click unit price was actually very high, but the conversion rate was higher.

Therefore, the ROI is about 3 times that of the through train, and it can be completely profitable.

I guess that the plan of Shangxinkuai can be pushed to “people susceptible to new products”. Those who are not short of money and are willing to try new products will have relatively high-quality customers.

However, thinking from the perspective of “people”, customer life cycle management must first promote the store, then promote additional purchases, and finally promote the transaction.

So I am now trying to build three plans for an explosive model, 300 to promote the store, 300 to promote the purchase, 300 to promote the transaction, and test whether the data will run better.

If you are also interested in Wanxiangtai, want to build a plan in the near future, or are building a plan, I will create a group, you can join in (add WeChat jiazhen12138).

On the one hand, I can help you diagnose the plan.

On the other hand, everyone’s feedback data to me can also improve my understanding of Wanxiangtai.

Four, creative settings

I suggest that you fill in all the pictures and short videos you need.

It can be understood in this way, because Wanxiangtai’s advertising space is omni-channel, and different channels have different requirements for advertising size, so if you fill in one less size map, it is equivalent to giving up one exposure channel.

At the same time, if a channel can fill in multiple pictures, try to fill in as many pictures as possible.

Under the premise of the same product, Wanxiangtai has different exposure and click unit prices, which are essentially based on click-through rate feedback.

Therefore, the more pictures, the greater the probability of a good click-through rate.

Finally, another student may ask this question:

Can Wanxiang Platform pull the search?

Can Wanxiangdai drive free referral traffic?

The answer is: no.

The essence of Wanxiangtai is product life cycle management, and the core is “fast” to accelerate the growth of popular models.

Then what if Wanxiangtai performs well and wants to drive free search or recommendation traffic?

The answer is: driving a car or a gravitational cube map.

Wanxiangtai’s good performance means that the product is no problem, and whether the traffic of a certain channel can increase, the core is whether the click rate of the product in this channel is higher than that of its peers.

To improve the channel horse racing ability, it is still necessary to rely on traditional channel promotion tools for mapping.

Well, today’s Jia Zhen 5 minutes, so much to share.

To sum up, understanding the existence of the product life cycle, using Wanxiangtai, and cooperating with Tmall’s new product center to create new links can maximize the benefits of potential explosive products.

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