新品成長(zhǎng)項(xiàng)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(zhǎng)項(xiàng)目攻略《Lazada平臺(tái)運(yùn)營(yíng)》ProjectGuideofNewProductGrowthThespeaker：CenYuming

LazadaPlatformOperationModule2LazadaPolicyGuangxiVocationalandTechnicalCollegeofFinance04新品成長(zhǎng)項(xiàng)目01產(chǎn)品內(nèi)容優(yōu)化重點(diǎn)講解——長(zhǎng)描述優(yōu)化建議03產(chǎn)品內(nèi)容優(yōu)化重點(diǎn)講解——主圖和附圖優(yōu)化建議02產(chǎn)品內(nèi)容優(yōu)化重點(diǎn)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(jì)劃指引新品成長(zhǎng)項(xiàng)目攻略知識(shí)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(yíng)銷和粉絲工具訂單處理財(cái)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(zhǎng)短描述、圖片、屬性、價(jià)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(cái)務(wù)報(bào)表財(cái)務(wù)周期和運(yùn)費(fèi)自動(dòng)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(yè)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\(yùn)用生意參謀工具分析店鋪數(shù)據(jù)禁售政策、績(jī)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(zhǎng)描述優(yōu)化建議01Focusonproductcontentoptimization——longdescriptionoptimizationsuggestions長(zhǎng)描述產(chǎn)品內(nèi)容優(yōu)化圖片結(jié)構(gòu)文字描述好評(píng)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(diǎn)講解-長(zhǎng)描述優(yōu)化建議longdescriptionproductcontentoptimizationImagestructureTextdescriptionDisplayofgoodreputationProductparametersBlessingofminorlanguages1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、圖片結(jié)構(gòu)2、文字描述3、好評(píng)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(diǎn)講解-長(zhǎng)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(xì)節(jié)圖，多角度圖和場(chǎng)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(píng)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(diǎn)講解-長(zhǎng)描述優(yōu)化建議建議：對(duì)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(zhǎng)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(píng)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(diǎn)講解-長(zhǎng)描述優(yōu)化建議建議：好評(píng)截圖、賣家曬圖，新賣家可以去其他跨境平臺(tái)找同樣產(chǎn)品的曬單，再截圖發(fā)到自己的長(zhǎng)描述里面，并解釋說明。目的：快速提升客戶對(duì)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(píng)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(diǎn)講解-長(zhǎng)描述優(yōu)化建議建議：詳細(xì)的產(chǎn)品介紹；產(chǎn)品參數(shù)、使用說明步驟和匹配場(chǎng)景。目的：減少退款率、提升店鋪的評(píng)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(píng)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(diǎn)講解-長(zhǎng)描述優(yōu)化建議建議：有些特殊的產(chǎn)品會(huì)被某一個(gè)國(guó)家的買家青睞，產(chǎn)品的長(zhǎng)描述中適當(dāng)加一些當(dāng)?shù)氐恼Z言。目的：提升客戶的購(gòu)物體驗(yàn)，加速買家了解產(chǎn)品的時(shí)間，增加客戶粘性和復(fù)購(gòu)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(duì)產(chǎn)品圖片的文字說明對(duì)賣點(diǎn)解釋精簡(jiǎn)干練迅速觸達(dá)買家購(gòu)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(jià)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(diǎn)和獨(dú)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(diǎn)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(diǎn)與產(chǎn)品的獨(dú)特。5.使用場(chǎng)景附圖應(yīng)當(dāng)承接產(chǎn)品的使用場(chǎng)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(shí)間傳遞準(zhǔn)確的產(chǎn)品信息2.背景簡(jiǎn)單主圖的背景應(yīng)該簡(jiǎn)單，不雜，不亂，最好是用純色背景。3.賣點(diǎn)突出在保證主圖傳遞爭(zhēng)取主體的前提下，最好在主圖上突出產(chǎn)品的賣點(diǎn)，用當(dāng)?shù)卣Z言表達(dá)，比如：防水，防摔或者藍(lán)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(xì)節(jié)圖1張?zhí)貙憟D1張包裝圖8張主圖1張場(chǎng)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(xì)節(jié)圖案：突出產(chǎn)品細(xì)節(jié)和細(xì)節(jié)上的優(yōu)點(diǎn)。場(chǎng)景圖案例：突出產(chǎn)品使用場(chǎng)景，從而側(cè)面展示產(chǎn)品優(yōu)勢(shì)。功能圖案例：有對(duì)比的展示出產(chǎn)品在功能上的優(yōu)點(diǎn)。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(dòng)和多件多折Banne5、多個(gè)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(zhǎng)項(xiàng)目Projectofnewproductgrowth04四、新品成長(zhǎng)項(xiàng)目【新品成長(zhǎng)】項(xiàng)目是Lazada平臺(tái)針對(duì)近30天發(fā)布的商品進(jìn)行蜂巢分計(jì)算并提供新品診斷，讓您可以看到自己商品表現(xiàn)并針對(duì)性優(yōu)化提升，同時(shí)針對(duì)【好】等級(jí)的商品錢前臺(tái)有搜索量扶持，您葉可以看到瀏覽加權(quán)前后的效果對(duì)比。新品表現(xiàn)可視化（每個(gè)新品有分?jǐn)?shù)及等級(jí)）計(jì)分維度可視化，可針對(duì)性優(yōu)化等級(jí)【好】的商品可獲得搜索量扶持分?jǐn)?shù)越高獲取的流量扶持就越多等級(jí)【好】的商品可獲得搜索量扶持分?jǐn)?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(xiàng)計(jì)分得出，每個(gè)維度的計(jì)分權(quán)重由算法決定，營(yíng)銷能力和店鋪綜合能力相對(duì)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