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產品內容優(yōu)化重點講解——長描述優(yōu)化建議03產品內容優(yōu)化重點講解——主圖和附圖優(yōu)化建議02產品內容優(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基本術語政策和選品基本信息和術語介紹產品上傳和內容優(yōu)化營銷和粉絲工具訂單處理財務數據分析大促服務顧問商品發(fā)布批量更新商品內容質量分產品分類、標題、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報表財務周期和運費自動扣款PaymentFee和Commission多件多折、優(yōu)惠券、包郵店鋪裝修和產品詳情頁裝修粉絲大促和日常促銷大促預算和產品選擇大促玩法如何聯系賣家服務顧問跨境賣家?guī)椭行倪\用生意參謀工具分析店鋪數據禁售政策、績效系統235選聘原則1.NewProductShelfUsePlanGuideKnowledgeacquisitionchannel——LUBasicterminologyofLazadaPolicyandselectionBasicinformationandglossaryProductuploadandcontentoptimizationMarketingandfantoolsOrderprocessingFinancialDataanalysisBigpromotionServiceconsultantGoodsreleasedBatchupdateProductcontentqualitypointsProductclassification,title,description,pictures,attributes,priceoptimizationOrderdeliveryandcollectionfromdomicileLGSlogisticsandreverselogisticssolutionsBindreceivingaccountsandfinancialstatementsFinancialcycleandfreightautomaticallydeductedPaymentFee和CommissionManypiecesmorediscount,coupons,freedeliveryShopdecorationandproductdetailspagedecorationfansBigpromotionanddailypromotionBudgetandproductselectionplayingmethodHowtocontactthesellerserviceconsultantCross-bordersellerhelpcenterUsebusinessadvisorytoolstoanalyzestoredataBanpolicy、performancesystemPrinciplesselectionof235Projectguideofnewproductgrowth01產品內容優(yōu)化講解——長描述優(yōu)化建議01Focusonproductcontentoptimization——longdescriptionoptimizationsuggestions長描述產品內容優(yōu)化圖片結構文字描述好評展示產品參數小語種加持一、產品內容優(yōu)化重點講解-長描述優(yōu)化建議longdescriptionproductcontentoptimizationImagestructureTextdescriptionDisplayofgoodreputationProductparametersBlessingofminorlanguages1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、圖片結構2、文字描述3、好評展示4、產品參數5、小語種加持一、產品內容優(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產品的模特圖，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、圖片結構2、文字表述3、好評展示4、產品參數5、小語種加持一、產品內容優(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；埋入關鍵詞目的：提升搜索曝光幾率比如：標題和短描述使用的關鍵詞是-purse,那么長描述里可以加入wallet這樣的相似關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、圖片結構2、文字表述3、好評展示4、產品參數5、小語種加持一、產品內容優(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、圖片結構2、文字表述3、好評展示4、產品參數5、小語種加持一、產品內容優(yōu)化重點講解-長描述優(yōu)化建議建議：詳細的產品介紹；產品參數、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、圖片結構2、文字表述3、好評展示4、產品參數5、小語種加持一、產品內容優(yōu)化重點講解-長描述優(yōu)化建議建議：有些特殊的產品會被某一個國家的買家青睞，產品的長描述中適當加一些當地的語言。目的：提升客戶的購物體驗，加速買家了解產品的時間，增加客戶粘性和復購率。Advice:Somespecialproductswillbefavoredbybuyersinacertaincountry.Addsomelocallanguageinthelongdescriptionoftheproduct.Purpose:Improvecustomers'shoppingexperience,acceleratethetimeforbuyerstolearnaboutproducts,andincreasecustomerstickinessandrepurchaserate.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages02產品內容優(yōu)化講解——短描述優(yōu)化建議Focusonproductcontentoptimization——shortdescriptionoptimizationsuggestions02賣家短描述二、產品內容優(yōu)化講解—短描述優(yōu)化建議對產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換sellershortdescriptionTextdescriptionofproductpictureExplainthesellingpointsConcise,

capableandexperiencedQuicklyreachbuyers'shoppingneedsPromotetransformation2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions二、產品內容優(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干練的短語產品的核心賣點和獨特屬性應前置參數，尺寸，特征，功能，用途。產品解決了哪些問題和痛點在哪些地方使用二、產品內容優(yōu)化講解—短描述優(yōu)化建議ShortphrasesThecoresellingpointsanduniqueattributesoftheproductshouldcomefirstParameters,dimensions,features,functions,uses.WhatproblemsandpainpointstheproductsolvesWheretouseit2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions03產品內容優(yōu)化講解——主圖和附圖優(yōu)化建議Focusonproductcontentoptimization——optimizationsuggestionsformainandattacheddrawing034.呈現屬性呈現屬性，要與主圖有差異化，切勿與主圖重復，盡量體現出解決買家的痛點與產品的獨特。5.使用場景附圖應當承接產品的使用場景，保證目標群體的精準。6.建議尺寸建議使用比例為1x1（正方形）、像素為500x500的圖片。三、產品內容優(yōu)化講解—主圖和附圖優(yōu)化建議1.主體突出產品主體起碼占據主圖80%以上的區(qū)域，保證第一時間傳遞準確的產品信息2.背景簡單主圖的背景應該簡單，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品的賣點，用當地語言表達，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、產品內容優(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，直觀展示產品。細節(jié)圖案：突出產品細節(jié)和細節(jié)上的優(yōu)點。場景圖案例：突出產品使用場景，從而側面展示產品優(yōu)勢。功能圖案例：有對比的展示出產品在功能上的優(yōu)點。1、優(yōu)秀案例分析三、產品內容優(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、產品內容優(yōu)化講解—主圖和附圖優(yōu)化建議2、標頭引流3、優(yōu)惠突出2.TheHeaderDrainage3.

HighlightthePreferential3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、產品內容優(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、多個主推產品Hotspot展示4.BanneofPromotionsandManyMoreDiscount5.ManyMainProductsDisplayinHotspot

3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、產品內容優(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前后的效果對比。新品表現可視化（每個新品有分數及等級）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

蜂巢分是算法根據以下五邊形維度及子項計分得出，每個維度的計分權重由算法決定，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