BIG NEWS! "Site-wide Promotion" is about to be fully launched!
Just two days ago, on July 2, at the Alimama Future Business Ceremony, Yuan Mu, general manager of Alimama Commercial Product Center, revealed that the "whole site promotion" will be fully launched in the near future.
The whole site promotion is a revolutionary new product launched by Alimama under the new traffic mechanism of "payment and exemption linkage" on the platform, which claims to help different types of merchants in the Tao system achieve a double breakthrough in traffic and growth.
It has been nearly three months since Alimama officially released the "Site-wide Promotion" on April 16, and during this period, many merchants have participated in the internal test to "explore the new world".
The discussion of "site-wide promotion" has never stopped.
So, during the closed beta test, what was the feedback from everyone? What changes will be brought about by the full launch of "Sitewide Promotion"? What should we pay attention to in the process of using "site-wide promotion"?
During the closed beta test
What is the feedback from merchants?
Xiao Xijun also said in a previous article that there are two characteristics of "site-wide promotion".
One is that it's faster and easier to use.
Second, it has made a bottom-level connection between the paid and free traffic in the Tao system, and revitalized the global traffic of the Tao system in the form of payment and exemption linkage.
In other words, compared with the previous promotion tools, "site-wide promotion" not only greatly reduces the difficulty of operation and promotion, but also improves the efficiency of traffic allocation, leverages more organic traffic with paid traffic, and realizes the deterministic delivery of ROI across the site.
In this regard, many merchants are also eager to try it during the internal beta test, and many of them have become "the first batch of people to eat crabs".
For example, a student who made T-shirt customization told us that from April to May this year, a total of 45 days, with an average of hundreds of thousands of orders per day, was the brightest moment in his life.
After the launch of the "site-wide promotion", he immediately replaced the new tool, and in the early exploration, under the guidance of the mentor, he also made a lot of detailed adjustments.
For example, increase the number of products, and at the same time put 100 plans to test a baby, and do marketing visuals on all pictures...... At the beginning, when the results of most merchants were not good, the production ratio was 1:23 and 1:24, so as to embark on the "peak of their own life"!
Another hardware merchant, after transforming from a supply chain merchant to a private brand, chose the "mature potential explosive products" and the "0 basic new products" with strong product power as the focus of the site-wide promotion, and the search traffic increased by nearly 3 times, and brought 50% additional transactions to the whole store.
There are many merchants who have received dividends like this.
In addition, the platform also gave good feedback after running the model of "site-wide promotion" with the help of the 618 promotion period.
According to the official internal test data, compared with the products that have not been launched, the growth rate of transaction value has increased by 43%, and the growth rate of clicks has increased by 105%.
During the 618 period, the "site-wide promotion" helped 130 of the first batch of internal test merchants to exceed 10 million transactions, bringing merchants a 43% increase in product transactions, more than 1.5 million products were acquired in the whole area, and the GMV increased by more than 65% month-on-month on average in the 7 days after investment.
Judging from the results, the platform is supported by richer models and more certain data growth expectations, so the "full site promotion" will be fully launched.
The full launch of "Site-wide Promotion".
What changes will it bring?
Some netizens wondered, "Whole Site Promotion" is about to be fully launched, does it mean that the operation is even less important?
This is also a relatively clichéd topic.
Indeed, the intelligence of tools will make the threshold for manual promotion of technology lower and lower.
But what is certain is that the value of operations has not diminished, but has become more important.
After all, although the promotion method is simple, the traffic of the whole site can be operated, and it is also necessary to do hierarchical management of traffic, in addition to market analysis, goods, development, inventory cycle, etc., all of which cannot be done by the system.
Intelligence first replaces the logical skills that can be calculated, repeated, and have paths, while the skills that require flexibility and volatility, such as human creativity and insight, cannot be replaced in the short term.
Moreover, a good operation is not only about understanding promotion skills.
Of course, in addition to the change in the nature of the operation, the full launch of the "site-wide promotion" has also released two major signals.
First of all, the most intuitive thing is that traffic is officially moving towards the era of payment, or it can be said that the vast majority of traffic is developing in the direction of payment.
After all, behind the "site-wide promotion", Ali layered the labels behind the crowd and packaged and sold them to merchants according to different levels and accuracy.
If you don't pay, the platform won't give you packaged traffic.
In addition, from the recent introduction of new regulations by Ali to increase the control of SD, repeated distribution, no source of goods, etc., and the trend of intolerance for free traffic and other behaviors on the "Xu" platform, it can also be seen that the platform is paying more and more attention to the utilization rate of traffic.
In such a process, if you still refuse to pay and refuse to pay, then I'm sorry, maybe the future traffic will not be with you.
Secondly, it also means that merchants should focus on product power and supply chain operations in the future, and they don't need to spend too much energy on the rest.
After all, "whole site promotion" is just a "fool-like" promotion tool, and it has to be undertaken with "good goods" in order to produce the effect of "1+1>2".
Taotian has undergone a series of changes in the past six months, and a very important direction is also to allow merchants to return to the heavy goods and supply chain from the stage of heavy operation in the past, and return to the improvement of consumer service.
Therefore, next, we must adjust the direction, conform to the trend of the times, and build our company's business system from the eight dimensions of product power, marketing power, brand power, organization power, operation power, channel power, cultural power and capital power, so as to enhance competitiveness.
Write at the end
During the internal test, many merchants also reported that they had encountered some problems, and Xiaoxijun also sorted out some tips that need to be paid attention to when placing on the whole site.
First, the main explosive model is not invested.
The whole site promotion is exclusive, and other channels cannot be promoted after it is opened.
At the same time, the uncertainty of the traffic source may also affect the results of the link delivery data.
There is a high probability that the high-quality crowd will overlap with the main popular crowd, and there is a possibility of double counting and suppressing the search.
Second, products with small hits, two gradients, and general search visitors can be placed.
Assisted by high-quality people, it can explode more quickly.
Third, for the products launched, all 5 square pictures (running search) need to be made into marketing pictures, and 5 long pictures need to be made into scene maps (running recommendations).
Because the whole site is an intelligent creative collection, the main and secondary images are detailed pictures or white background maps, which greatly affects data feedback.
Fourth, playing new products is the same as Pinduoduo's original search to the whole site logic.
We can complete the basic sales volume and evaluation, first go to the standard plan to accumulate 10 real transactions, and then transfer to the whole site.
On the whole, "site-wide promotion" not only requires merchants to use the right tools, but also to find the right methods, which can really get twice the result with half the effort.
Of course, it is foreseeable that when some merchants continue to devote themselves to the "ocean" of "site-wide promotion" and continue to gain growth through advanced "swimming skills", the dividends are bound to weaken.
But for now, the bonus has not completely disappeared, and there are still some systematic ways to "unlock" it.
As an Amoy merchant, we must also take advantage of the fact that the "whole site promotion" has not yet been officially launched, lay out in advance, make adequate preparations, and grasp the dividends of this time!
If you want to know more about the content and delivery skills of "site-wide promotion", please click the link below to make an appointment, and an exclusive consultant will contact you to answer your questions~