新品成長項目攻略模塊二Lazada政策岑玉明課件講解

模塊二Lazada政策主講人：岑玉明新品成長項目攻略《Lazada平臺運營》ProjectGuideofNewProductGrowthThespeaker：CenYuming

LazadaPlatformOperationModule2LazadaPolicyGuangxiVocationalandTechnicalCollegeofFinance04新品成長項目01產(chǎn)品內(nèi)容優(yōu)化重點講解——長描述優(yōu)化建議03產(chǎn)品內(nèi)容優(yōu)化重點講解——主圖和附圖優(yōu)化建議02產(chǎn)品內(nèi)容優(yōu)化重點講解——短描述優(yōu)化建議05蜂巢分及提升蜂巢分04Projectofnewproductgrowth01Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions03Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing02Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions05Hivepointsandliftinghivepoints1.新品上架使用計劃指引新品成長項目攻略知識獲取渠道——LULazada基本術(shù)語政策和選品基本信息和術(shù)語介紹產(chǎn)品上傳和內(nèi)容優(yōu)化營銷和粉絲工具訂單處理財務(wù)數(shù)據(jù)分析大促服務(wù)顧問商品發(fā)布批量更新商品內(nèi)容質(zhì)量分產(chǎn)品分類、標(biāo)題、長短描述、圖片、屬性、價格的優(yōu)化訂單發(fā)貨和上門取件LGS物流和逆向物流解決方案綁定收款賬戶和財務(wù)報表財務(wù)周期和運費自動扣款PaymentFee和Commission多件多折、優(yōu)惠券、包郵店鋪裝修和產(chǎn)品詳情頁裝修粉絲大促和日常促銷大促預(yù)算和產(chǎn)品選擇大促玩法如何聯(lián)系賣家服務(wù)顧問跨境賣家?guī)椭行倪\用生意參謀工具分析店鋪數(shù)據(jù)禁售政策、績效系統(tǒng)235選聘原則1.NewProductShelfUsePlanGuideKnowledgeacquisitionchannel——LUBasicterminologyofLazadaPolicyandselectionBasicinformationandglossaryProductuploadandcontentoptimizationMarketingandfantoolsOrderprocessingFinancialDataanalysisBigpromotionServiceconsultantGoodsreleasedBatchupdateProductcontentqualitypointsProductclassification,title,description,pictures,attributes,priceoptimizationOrderdeliveryandcollectionfromdomicileLGSlogisticsandreverselogisticssolutionsBindreceivingaccountsandfinancialstatementsFinancialcycleandfreightautomaticallydeductedPaymentFee和CommissionManypiecesmorediscount,coupons,freedeliveryShopdecorationandproductdetailspagedecorationfansBigpromotionanddailypromotionBudgetandproductselectionplayingmethodHowtocontactthesellerserviceconsultantCross-bordersellerhelpcenterUsebusinessadvisorytoolstoanalyzestoredataBanpolicy、performancesystemPrinciplesselectionof235Projectguideofnewproductgrowth01產(chǎn)品內(nèi)容優(yōu)化講解——長描述優(yōu)化建議01Focusonproductcontentoptimization——longdescriptionoptimizationsuggestions長描述產(chǎn)品內(nèi)容優(yōu)化圖片結(jié)構(gòu)文字描述好評展示產(chǎn)品參數(shù)小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議longdescriptionproductcontentoptimizationImagestructureTextdescriptionDisplayofgoodreputationProductparametersBlessingofminorlanguages1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、圖片結(jié)構(gòu)2、文字描述3、好評展示4、產(chǎn)品參數(shù)5、小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議建議：盡可能的多用圖片呈現(xiàn)產(chǎn)品的模特圖，細節(jié)圖，多角度圖和場景圖，并在圖片上加入少量的廣告文字目的：方便買家更好理解。1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、BlessingofminorlanguagesAdvice:Useasmanyimagesaspossibletopresentmodel,detail,multi-angleandsceneimagesoftheproduct,andaddasmallamountofadvertisingtextontheimages.Purpose:It’sconvenientforbuyerstobetterunderstand.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、圖片結(jié)構(gòu)2、文字表述3、好評展示4、產(chǎn)品參數(shù)5、小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議建議：對短描述文字解釋說明；埋入關(guān)鍵詞目的：提升搜索曝光幾率比如：標(biāo)題和短描述使用的關(guān)鍵詞是-purse,那么長描述里可以加入wallet這樣的相似關(guān)鍵詞來增加搜索曝光幾率。Advice:Explaintheshortdescription;EmbeddedkeywordsPurpose:Improvesearchexposure

Forexample,use-purseinthetitleandshortdescription.Addasimilarphraselikewallettothelongerdescriptiontoincreaseyoursearchexposure.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、圖片結(jié)構(gòu)2、文字表述3、好評展示4、產(chǎn)品參數(shù)5、小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議建議：好評截圖、賣家曬圖，新賣家可以去其他跨境平臺找同樣產(chǎn)品的曬單，再截圖發(fā)到自己的長描述里面，并解釋說明。目的：快速提升客戶對產(chǎn)品和店鋪信任度的。Advice:Praisescreenshots,sellersprinting.Newsellerscangotoothercross-borderplatformstofindthelistofthesameproduct,andthensendthescreenshotstotheirownlongdescription,withexplanations.Purpose:Quicklyimprovecustomertrustinproductsandstores.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、圖片結(jié)構(gòu)2、文字表述3、好評展示4、產(chǎn)品參數(shù)5、小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議建議：詳細的產(chǎn)品介紹；產(chǎn)品參數(shù)、使用說明步驟和匹配場景。目的：減少退款率、提升店鋪的評分Advice:Detailedproductintroduction;Productparameters,usageinstructions,andmatchingscenarios.Purpose:Reducerefundrateandimprovestorescore.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、圖片結(jié)構(gòu)2、文字表述3、好評展示4、產(chǎn)品參數(shù)5、小語種加持一、產(chǎn)品內(nèi)容優(yōu)化重點講解-長描述優(yōu)化建議建議：有些特殊的產(chǎn)品會被某一個國家的買家青睞，產(chǎn)品的長描述中適當(dāng)加一些當(dāng)?shù)氐恼Z言。目的：提升客戶的購物體驗，加速買家了解產(chǎn)品的時間，增加客戶粘性和復(fù)購率。Advice:Somespecialproductswillbefavoredbybuyersinacertaincountry.Addsomelocallanguageinthelongdescriptionoftheproduct.Purpose:Improvecustomers'shoppingexperience,acceleratethetimeforbuyerstolearnaboutproducts,andincreasecustomerstickinessandrepurchaserate.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages02產(chǎn)品內(nèi)容優(yōu)化講解——短描述優(yōu)化建議Focusonproductcontentoptimization——shortdescriptionoptimizationsuggestions02賣家短描述二、產(chǎn)品內(nèi)容優(yōu)化講解—短描述優(yōu)化建議對產(chǎn)品圖片的文字說明對賣點解釋精簡干練迅速觸達買家購物需求提升轉(zhuǎn)換sellershortdescriptionTextdescriptionofproductpictureExplainthesellingpointsConcise,

capableandexperiencedQuicklyreachbuyers'shoppingneedsPromotetransformation2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions二、產(chǎn)品內(nèi)容優(yōu)化講解—短描述優(yōu)化建議買家短描述在PC端展示在產(chǎn)品主圖和價格正下方無線端是在PDP的正下方。sellershortdescriptionItisdisplayedonthePCsideunderthemainpictureoftheproductandtheprice.ItisdisplayedonthewirelessterminaldirectlybelowthePDP.2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions干練的短語產(chǎn)品的核心賣點和獨特屬性應(yīng)前置參數(shù)，尺寸，特征，功能，用途。產(chǎn)品解決了哪些問題和痛點在哪些地方使用二、產(chǎn)品內(nèi)容優(yōu)化講解—短描述優(yōu)化建議ShortphrasesThecoresellingpointsanduniqueattributesoftheproductshouldcomefirstParameters,dimensions,features,functions,uses.WhatproblemsandpainpointstheproductsolvesWheretouseit2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions03產(chǎn)品內(nèi)容優(yōu)化講解——主圖和附圖優(yōu)化建議Focusonproductcontentoptimization——optimizationsuggestionsformainandattacheddrawing034.呈現(xiàn)屬性呈現(xiàn)屬性，要與主圖有差異化，切勿與主圖重復(fù)，盡量體現(xiàn)出解決買家的痛點與產(chǎn)品的獨特。5.使用場景附圖應(yīng)當(dāng)承接產(chǎn)品的使用場景，保證目標(biāo)群體的精準(zhǔn)。6.建議尺寸建議使用比例為1x1（正方形）、像素為500x500的圖片。三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議1.主體突出產(chǎn)品主體起碼占據(jù)主圖80%以上的區(qū)域，保證第一時間傳遞準(zhǔn)確的產(chǎn)品信息2.背景簡單主圖的背景應(yīng)該簡單，不雜，不亂，最好是用純色背景。3.賣點突出在保證主圖傳遞爭取主體的前提下，最好在主圖上突出產(chǎn)品的賣點，用當(dāng)?shù)卣Z言表達，比如：防水，防摔或者藍牙功能等4.AttributetopresentThepresentationattributesshouldbedifferentiatedfromthemainpicture,notrepeatedwiththemainpicture.Andtrytoreflectthepainpointsofbuyersandtheuniquenessoftheproduct.5.ApplicationscenariosTheappendeddrawingsshallfollowtheusescenariosoftheproductstoensuretheaccuracyoftargetgroups.6.SuggesteddimensionsItisrecommendedtousesquarescaleimageswith500x500pixels.1.HighlightthemainbodyThemainbodyoftheproductshouldoccupyatleast80%ofthemaindrawingareatoensurethefirsttimetotransmitaccurateproductinformation2.ThebackgroundissimpleThebackgroundofthemainimageshouldbesimple,notclutter,notclutter,preferablywithasolidcolorbackground.3.HighlightsellingpointsOnthepremiseofensuringthatthemainpictureisdeliveredtothemainbody,itisbettertohighlightthesellingpointsoftheproductonthemainpictureandexpresstheminlocallanguage,suchaswaterproof,anti-fallorBluetoothfunction3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議2張主體圖1張尺寸圖1張細節(jié)圖1張?zhí)貙憟D1張包裝圖8張主圖1張場景圖+1張功能圖2photosofthemainbodyasizechartadetailedpictureaclose-upphotoapackagingfigureeightmainphotosascenephotoandafunctionaldiagram3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing主圖案例：白底精修圖片，直觀展示產(chǎn)品。細節(jié)圖案：突出產(chǎn)品細節(jié)和細節(jié)上的優(yōu)點。場景圖案例：突出產(chǎn)品使用場景，從而側(cè)面展示產(chǎn)品優(yōu)勢。功能圖案例：有對比的展示出產(chǎn)品在功能上的優(yōu)點。1、優(yōu)秀案例分析三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議Mainpicturecase:Fine-tunedimagesonawhitebackgroundtovisuallydisplaytheproduct.Detailpicturecase:Highlightproductdetailsanddetailsonthebenefits.Scenephotocase:Highlighttheproductusescenarios,thusshowingtheproductadvantagesside-by-side.Functiondiagramcase:Thereisacontrasttoshowtheadvantagesoftheproductintermsoffunctionality.3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing1.

AnalysisoftheExcellentCase三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議2、標(biāo)頭引流3、優(yōu)惠突出2.TheHeaderDrainage3.

HighlightthePreferential3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議4、促銷活動和多件多折Banne5、多個主推產(chǎn)品Hotspot展示4.BanneofPromotionsandManyMoreDiscount5.ManyMainProductsDisplayinHotspot

3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、產(chǎn)品內(nèi)容優(yōu)化講解—主圖和附圖優(yōu)化建議6、Hotspot和MultipleImages7、Hotspot熱區(qū)鏈接6、HotspotandMultipleImages7.

HotspotLink3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing04新品成長項目Projectofnewproductgrowth04四、新品成長項目【新品成長】項目是Lazada平臺針對近30天發(fā)布的商品進行蜂巢分計算并提供新品診斷，讓您可以看到自己商品表現(xiàn)并針對性優(yōu)化提升，同時針對【好】等級的商品錢前臺有搜索量扶持，您葉可以看到瀏覽加權(quán)前后的效果對比。新品表現(xiàn)可視化（每個新品有分數(shù)及等級）計分維度可視化，可針對性優(yōu)化等級【好】的商品可獲得搜索量扶持分數(shù)越高獲取的流量扶持就越多等級【好】的商品可獲得搜索量扶持分數(shù)越高獲取的流量扶持就越多【NewProductGrowth】

TheprojectisbasedonLazadaplatformfortheproductreleasedinthelast30daysofhivepointscalculationandprovidenewdiagnosis,sothatyoucanseeyourproductperformanceandtargetedoptimizationandimprovement,atthesametimeforthegoodgradeoftheproductmoneyfrontdesksearchvolumesupport,youcanseethebrowsingweightedeffectcomparison.Newproductperformancevisualization，eachnewproducthasscoresandlevels.ScoringdimensionvisualizationandtargetedoptimizationGoodgradeproductsgetsearchsupportThehigherthescore,themoretrafficsupporttheygetGoodgradeproductsgetsearchsupportThehigherthescore,themoretrafficsupporttheyget4.Projectofnewproductgrowth05蜂巢分及提升蜂巢分Hivepointsandliftinghivepoints

05五、蜂巢分及提升蜂巢分蜂巢分

蜂巢分是算法根據(jù)以下五邊形維度及子項計分得出，每個維度的計分權(quán)重由算法決定，營銷能力和店鋪綜合能力相對較高。1、蜂巢分HivepointsThehivepointsareobtainedbythealgorithmaccordingtothefollowingpentagonaldimensionsandsub-items.Thescoringweightofeachdimensionisdeterminedbythealgorithm.Themarketingabilityandthecomprehensiveabilityofthestorearerelativelyhigh.1.

Hive

Points5.Hivepointsandliftinghivepoints2、提升蜂巢分五、蜂巢分及提升蜂巢分2.LiftingHivePoints5.Hivepointsandliftinghivepoints2、提升蜂巢分五、蜂巢分及提升蜂巢分2.LiftingHivePoints5.HivepointsandliftinghivepointsLifthivepointstobecome[good]goodsMarketingabilityComprehensiveabilityofstoreBrandcontributionDegreeofpopularityUniquenessofgoodsFillin100%forkeyproductattributesUsetheSellerPicksSignup