聊聊淘宝选品一：保母式工具解析
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">文案</span>共3216字</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">预计阅读时长：9分钟</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">前几天发了一篇淘宝单店单人月入20万的拆解。跟不少对淘宝并不<span style="color: black;">熟练</span>的小伙伴聊到了选品的问题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">往期回顾：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><a style="color: black;">开淘宝店月入20万？一个人就够了</a></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span>我自己的经验，我把选品的流程分为两个部分，各写一篇<span style="color: black;">文案</span>进行<span style="color: black;">仔细</span>拆解，供各位参考：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">①选品用到什么工具，怎么用？</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">②我自己的选品<span style="color: black;">规律</span>和原则是什么？</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">今天先聊聊工具，我经常用的<span style="color: black;">通常</span>是</span><span style="color: black;"><span style="color: black;">【生意参谋】【店查查公众号】【直通车流量解析】</span></span><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">生意参谋</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">花费</span>：十几块/月</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">运用</span>难度：⭐⭐⭐</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个工具价格比较贵，<span style="color: black;">能够</span>在淘宝上搜【生意参谋】<span style="color: black;">或</span>【市场洞察】，告诉卖家你要做的类目，十几块钱<span style="color: black;">一月</span>直接租一个共享账号。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有时候遇到什么<span style="color: black;">制品</span>，<span style="color: black;">或</span>脑子里想起什么关键词，想<span style="color: black;">瞧瞧</span>有<span style="color: black;">无</span>人<span style="color: black;">已然</span>在做这个东西了，<span style="color: black;">能够</span>先用生意参谋看个大概，摸个底。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全部</span>工具的模块还是比较多的，<span style="color: black;">然则</span><span style="color: black;">针对</span>选品<span style="color: black;">来讲</span>，只要用到【市场】和【竞争】两个模块。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">打开生意参谋，点击上面</span><span style="color: black;"><span style="color: black;">市场-搜索分析，输入搜索词，回车</span></span><span style="color: black;">。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f81b8af7ce82463abfa39e9aa289de30~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=rLxOZN6qUDFcj3vbBsqV2vCOkms%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">会看到搜索词在所选时间段内的搜索信息，类似于跨境的google trends。<span style="color: black;">此刻</span>是冬季，随便输入一个【羽绒服】，把时间轴拉长，<span style="color: black;">能够</span>看到很<span style="color: black;">显著</span>的季节性。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/973d34caba2f413eac9d8b06f24a3989~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=voM%2BK92zR0xCbRsMjDkPo22oC3E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">淘宝<span style="color: black;">日前</span>是把所有的数据都指数化的，<span style="color: black;">因此</span>在租账号的时候<span style="color: black;">能够</span>问一下店家租的账号有<span style="color: black;">无</span>附带</span><span style="color: black;"><span style="color: black;">指数转换工具</span></span><span style="color: black;">，<span style="color: black;">这般</span>看起来会更直观<span style="color: black;">有些</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>说羽绒服这个关键词，<span style="color: black;">一月</span>的交易指数是513753，转换后<span style="color: black;">实质</span>交易金额是7909247元，有的转换工具还会自动算出<span style="color: black;">有些</span>参考数据，如关键词成交客单价等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a6e5a4a9019a4c2fb3d9e5fac0d4db68~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=7Sf1D9%2FNbfBhKC6LDVeQMQ4oxmE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另一</span>需要<span style="color: black;">重视</span>的重点是</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关键词的数据并不<span style="color: black;">表率</span><span style="color: black;">制品</span>数据！</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关键词的数据并不<span style="color: black;">表率</span><span style="color: black;">制品</span>数据！</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关键词的数据并不<span style="color: black;">表率</span><span style="color: black;">制品</span>数据！</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重要的事情说三遍。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举个例子，羽绒服这个关键词的月交易金额，<span style="color: black;">包括</span>了男羽绒服，女羽绒服，儿童羽绒服，羽绒服压缩袋，羽绒服清洗剂，羽绒服衣架等等<span style="color: black;">有些</span>跟羽绒服沾边儿的<span style="color: black;">营销</span>额总和。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，<span style="color: black;">倘若</span>用户搜羽绒服这个关键词，买了100万的羽绒服清洗剂，又买了1000块的羽绒服，那<span style="color: black;">能够</span>说这个月平台羽绒服卖了100万吗？肯定不行。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">接着点击</span><span style="color: black;"><span style="color: black;"><span style="color: black;">关联</span>分析-<span style="color: black;">关联</span>搜索词</span></span><span style="color: black;">。<span style="color: black;">这儿</span>就会展示<span style="color: black;">非常多</span>跟羽绒服<span style="color: black;">关联</span>的关键词了，</span><span style="color: black;"><span style="color: black;">越细致的词，展示的数据就越精确</span></span><span style="color: black;">。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/af8d536d49ad4a6fb2c187d6a70162ee~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=PePUgbT2270DXy3KXQ9%2FoYL09Tk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">通常</span>查看的数据指标如下，我在<span style="color: black;">这儿</span>用大白话解释一下含义：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">①搜索人气：有多少人搜这个词。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">②搜索热度：这个词被搜索了多少次。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">③点击率：搜索次数/点击次数，你搜了一次羽绒服，点了10个商品进去看，那点击率<span style="color: black;">便是</span>1000%</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">④点击人气：有多少人搜完关键词后点击<span style="color: black;">制品</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑤点击热度：搜完关键词后下面的<span style="color: black;">制品</span>被点了多少次。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑥交易指数：<span style="color: black;">经过</span>这个关键词，成交了多少钱。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑦支付转化率：订单数量/搜索次数，今天羽绒服被搜了100次，卖了3个<span style="color: black;">制品</span>，那<span style="color: black;">便是</span>3%</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑧在线商品数：搜这个词，会<span style="color: black;">显现</span>多少<span style="color: black;">关联</span><span style="color: black;">制品</span>，搜羽绒服，<span style="color: black;">显现</span>一个羽绒服，一个羽绒服清洁剂，一个羽绒服收纳袋，那这个在线<span style="color: black;">制品</span>数<span style="color: black;">便是</span>3个。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑨商城点击占比：这个词里边的<span style="color: black;">制品</span><span style="color: black;">包括</span>多少天猫店。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">⑩直通车参考价：淘宝<span style="color: black;">宣传</span>的点击平均单价。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">接下来</span><span style="color: black;"><span style="color: black;">点击<span style="color: black;">相关</span>修饰词或<span style="color: black;">相关</span>热词的数据，<span style="color: black;">能够</span>挖掘<span style="color: black;">有些</span><span style="color: black;">制品</span>差异点<span style="color: black;">或</span>比较小众的<span style="color: black;">需要</span></span></span><span style="color: black;">，比方说，颜色，款式，功能，材质等，想想自己<span style="color: black;">能够</span>从<span style="color: black;">那些</span>竞争不大的<span style="color: black;">需要</span>入手。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/365fdfad843a46c39773fb97bb37ac2d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=SNRZRI0X5IKrNWyIetQQnx0GMcg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后点击最上面的类目<span style="color: black;">形成</span>，<span style="color: black;">能够</span>看到这个关键词的细<span style="color: black;">归类</span>目占比，<span style="color: black;">能够</span>看到在羽绒服的大<span style="color: black;">归类</span>里面，女装占了62%，做的人最多，竞争最大。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4d3923a94181490792b7272875fa770d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=6CqPVDmk5xJQgNaUSi4otbhZmAg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>说，</span><span style="color: black;"><span style="color: black;">【市场】模块<span style="color: black;">供给</span>的是行业<span style="color: black;">或</span>类目的整体数据，<span style="color: black;">那样</span>【竞争】模块<span style="color: black;">供给</span>的便是<span style="color: black;">制品</span><span style="color: black;">或</span>单店的数据。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">担心篇幅太长，<span style="color: black;">因此</span><span style="color: black;">这儿</span>以监控一个商品举例子，监控店铺同理。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">点击竞争-监控商品-竞争配置。</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9f3cee763ce94130947cd85644473d16~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=2MYfW69o9QVorq3q2kPJ0WzzjqE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">填好你想查看的商品链接，点击竞品分析。</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ea6366fb2fc74ba39463d96bbaa04eef~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=aleRorK018jaeHwiZ%2FD0r7GhUVI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就<span style="color: black;">能够</span>看到，选<span style="color: black;">按时</span>间内，有多少人<span style="color: black;">拜访</span>这个商品，<span style="color: black;">拜访</span>了多少次，加入购物车多少次，成交金额多少，每天几单，这款<span style="color: black;">制品</span>的趋势<span style="color: black;">怎样</span>等等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/fc158a080ef94ec6b60ce096f29b5588~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=ih4rH2CqW7QdITcUgfx5qv41Tcw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">继续往下拉，<span style="color: black;">能够</span>看到用户都是搜索什么词进入的，在哪个关键词下成交的，成交了多少钱等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/afc5f4aab1fd46e98756a251b5a2e973~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=OK1jh7nganPyyNXrg5%2FwXfuxOu4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">再往下拉，<span style="color: black;">能够</span>看到该商品的流量<span style="color: black;">形成</span>，都是从淘宝的<span style="color: black;">那些</span>入口进入的，<span style="color: black;">每一个</span>入口贡献了多少访客，<span style="color: black;">营销</span>额等等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/70841fadfb994e8f8438806f048d92ae~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=DAfYMNloKDZBK%2Fe8m3DVOLesgT0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这一套下来，基本是能扒得干干净净。<span style="color: black;">按照</span>这些数据，再结合自己的能力，资源，判断能<span style="color: black;">不可</span>入场，是不是炮灰，入场后是吃肉喝汤还是咬牙死扛。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">点查查公众号</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">花费</span>：免费</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">运用</span>难度：⭐</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>觉得生意参谋<span style="color: black;">运用</span>起来太<span style="color: black;">繁杂</span>，还得开电脑<span style="color: black;">才可</span><span style="color: black;">查找</span>太麻烦的话，店查查公众号<span style="color: black;">亦</span>是个不错的<span style="color: black;">选取</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然<span style="color: black;">认识</span>的数据远不如生意参谋全面，<span style="color: black;">然则</span>胜在方便快捷，随时可查。<span style="color: black;">供给</span>的数据<span style="color: black;">亦</span>能快速判断出<span style="color: black;">有些</span>基本信息。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">打开店查查公众号，点击底部菜单-竞品/竞店分析。</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3071ae0396bc4c7bbe85ebf20191aa64~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=qwYTU42vycv0JfmIXDE8%2BMofukw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">输入店铺名<span style="color: black;">叫作</span>，<span style="color: black;">能够</span>查看店铺的大致信息。</span><span style="color: black;"><span style="color: black;">通常</span>我会</span><span style="color: black;"><span style="color: black;">关注开店时间，月<span style="color: black;">营销</span>额估算</span></span><span style="color: black;">这两部分信息。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">其中月<span style="color: black;">营销</span>额部分，我<span style="color: black;">通常</span>最少会乘以1.2<span style="color: black;">或</span>1.3，<span style="color: black;">由于</span>店查查是<span style="color: black;">根据</span>商品最低的SKU价格来估算<span style="color: black;">营销</span>额的。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举个例子，一个商品，A颜色20块钱，B颜色30块钱。这个月A卖了1单，B买了9单，<span style="color: black;">实质</span>卖了290元。<span style="color: black;">倘若</span>都<span style="color: black;">根据</span>最低价格20块进行估算，<span style="color: black;">那样</span><span style="color: black;">营销</span>额<span style="color: black;">仅有</span>200元，比<span style="color: black;">实质</span>数值会偏小。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dfc810d306124fc9a1808d9351cef4af~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=wfNkD7tfI8V27lfAXWNd2JxM5pw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9230620900294218a70424442834a759~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=XbQICMfuu6nUhoHHlGvWFVbF%2Bus%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/df053d5af8664b1fb124639a086d76b1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=tC8OyZ7NJ6KfO5KEqC8%2FICRUh2E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另一</span><span style="color: black;">为何</span>要关注时间跟<span style="color: black;">营销</span>额这两部分信息呢？<span style="color: black;">针对</span>普通商品，我举<span style="color: black;">有些</span>极端点的例子：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">A店，开店10年，月<span style="color: black;">营销</span>额1000元</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">B店，开店10年，月<span style="color: black;">营销</span>额100万元</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">C店，开店3个月，月<span style="color: black;">营销</span>额200万元</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你会更有兴趣深挖哪一个的数据呢？我相信C店的比例是比<span style="color: black;">很强</span>的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">由于</span>A基本是死店，B<span style="color: black;">营销</span>额高，但可能是做的时间长了，有<span style="color: black;">累积</span></span><span style="color: black;">。</span><span style="color: black;">（<span style="color: black;">亦</span>有老店新开，死店重开的案例，不<span style="color: black;">这里</span>讨论）</span><span style="color: black;">相比之下C<span style="color: black;">仅有</span>3个月的时间，却做到了200万月<span style="color: black;">营销</span>额，是个正<span style="color: black;">一般人</span>都会有深挖下去的欲望。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">细心的小伙伴会<span style="color: black;">发掘</span>，<span style="color: black;">为何</span>要强调普通商品？</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">由于</span>有一部分</span><span style="color: black;"><span style="color: black;">服务类型的商品，淘宝标价与<span style="color: black;">实质</span>成交价格是差得非常远的</span></span><span style="color: black;">。最典型的例子便是【<span style="color: black;">机构</span>注册】</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4e6053bd18be45009a84bf62d445c358~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=BPb6eyJuuc%2BGKINBWw3vFur91SU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">标价5元的SKU，<span style="color: black;">实质</span>成交单价大多在2000-3000之间，这种<span style="color: black;">状况</span>下，就得用店铺销量乘<span style="color: black;">实质</span>单价才是真正的<span style="color: black;">营销</span>额。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">直通车-流量解析</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">花费</span>：免费</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">运用</span>难度：⭐</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后这个工具<span style="color: black;">亦</span>是免费的淘宝官方工具，</span><span style="color: black;"><span style="color: black;">直接用淘宝账号注册个淘宝店就<span style="color: black;">能够</span>用了</span></span><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">功效</span>有两个，一是查看关键词的投放数据，二是核算付费推广的成本。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">打开淘宝店后台，搜索直通车-点击工具-流量解析-输入关键词<span style="color: black;">查找</span>-点击人群画像分析。</span></span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/cd83d0d8da5547ca84b6694ee8a9023a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=te1bbPT%2Fx5f5X%2FLODxyPodK2dt4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">还是以羽绒服为例，<span style="color: black;">咱们</span><span style="color: black;">能够</span>查看投放受众性别，年龄，消费者的消费层级，以及客单价分布<span style="color: black;">状况</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/da0cecc08be44626b6dd38fa327397f1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=5E8lnWRCWqKxK7mtXSChjwgX6PI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8e879d20c7cd4d2f9ac26709f5dc4c17~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=cbAaI8hbrHvMVsRlQLEEGdGueGg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">点击流量竞争透视</span></span><span style="color: black;">，下拉<span style="color: black;">能够</span>查看关键词各项指标的地域分布。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d68fe8fa65cb46dfbee82d1096a0a76b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=yj1moVqNxiMPR0AjAsxXXEgnP0E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">电脑端/手机端的平均投放数据对比。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">这儿</span>需要看两个数值，手机端的市场（点击）均价，和点击转化率。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这两个数值<span style="color: black;">能够</span>估算<span style="color: black;">倘若</span>你要投放这个关键词，行业平均需要花多少钱<span style="color: black;">才可</span>有一个转化，<span style="color: black;">重视</span>，只是平均值，仅供参考。</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">下图羽绒服的点击转化率0.94%，换算一下<span style="color: black;">亦</span><span style="color: black;">便是</span>107个人点了<span style="color: black;">宣传</span>，才会有1个人成交。按点击单价0.86算，在这个价格下每卖出一件羽绒服，需要花掉92块钱<span style="color: black;">宣传</span>费。这个时候就需要<span style="color: black;">思虑</span><span style="color: black;">制品</span>的利润能<span style="color: black;">不可</span>支撑得住了。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/03cf1e6ee4fc4819a8ebb6d4ba9ae747~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=hMCkyKcPYDnyDrZLVU3uJENM3bw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在接下来是搜索时段分布，<span style="color: black;">能够</span>对比<span style="color: black;">区别</span>时间段关键词的搜索展示次数。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1378a990af8b4a63a95e42061e764d31~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=2HM77U93r3jF7idu4TSfhIn%2FWCY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后是关键词投放出价区间，<span style="color: black;">能够</span>看到的是</span><span style="color: black;"><span style="color: black;">点击出价其实并不是越大越好</span></span><span style="color: black;">。出价最高的并不是展示最多的。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/37a4deeb69b74fa5b41f55f71644662c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722715200&x-signature=xuPk0NokvH8S3J4hn110LWrEq2Q%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这儿</span>简单解释一下，</span><span style="color: black;"><span style="color: black;">淘宝<span style="color: black;">制品</span>排名=出价*权重</span></span><span style="color: black;">。权重并<span style="color: black;">无</span><span style="color: black;">详细</span>的数值，<span style="color: black;">能够</span>理解为<span style="color: black;">制品</span>的优秀程度，<span style="color: black;">亦</span><span style="color: black;">便是</span>销量，<span style="color: black;">评估</span>等等一系列表现的组合值。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">假如<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>等于学生，淘宝排名等于学校，权重等于学生的优秀程度，出价等于学生的富有程度，<span style="color: black;">那样</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">学霸 * 一点点学费<span style="color: black;">乃至</span>不出钱=名校</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">通常</span>学生 * 正常学费或赞助费=普通学校</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">学渣 * 巨额赞助费+爸妈捐楼捐款捐游泳池=野鸡学校</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">刷单=考试作<span style="color: black;">坏处</span>，假装学霸=伪造商品权重</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然例子不算<span style="color: black;">尤其</span>严谨，但大抵如此。以上<span style="color: black;">便是</span>我对淘宝选品工具的<span style="color: black;">运用</span>解析。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">写在最后——</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">工具是死的，人是活的，<span style="color: black;">科研</span><span style="color: black;">运用</span>工具去挖掘数据的过程。其实<span style="color: black;">亦</span>是磨练自己思考能力和对项目判断能力的过程，工具能训练思维，又代替不了思维。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">毕竟，不管是国内电商，跨境电商，优秀的<span style="color: black;">制品</span>，优秀的项目都是需要<span style="color: black;">持续</span>去挖掘，去<span style="color: black;">发掘</span>，去钻研的，好的项目和<span style="color: black;">制品</span>从来都不是天上掉下来的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">非常多</span>东西，简单<span style="color: black;">科研</span>一下，注册个账号，点一点后台所有按钮，看一下功能怎么玩，不懂得<span style="color: black;">地区</span>百度一下。80%的正常问题<span style="color: black;">亦</span>许就<span style="color: black;">处理</span>了，要<span style="color: black;">解决</span>的只是最后那20%<span style="color: black;">罢了</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>这<span style="color: black;">亦</span>不想，那<span style="color: black;">亦</span>不动。凡事 “我觉得”的话，可能天上掉下个大陷阱，还很开心的以为是个大馅饼。</span></span></p>
我们有着相似的经历，你的感受我深有体会。
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