In fact, after communicating with Li Xiaoxiao about Miaojie's operation last time, Li Xiaoxiao has indeed changed.

Although this has also led to a slower growth in the brand's sales, the profits have gone up, and Li Xiaoxiao has also tasted the sweetness of the profits, and the follow-up is mainly based on profits.

During this time, Wu Bin checked Miaojie's profits by himself, and the profit margin was much higher, reaching 12 points.

However, this profit dividend is only the last three months. In fact, the brand is ready to poach Wu Bin, and he is a little psychologically prepared.

It is precisely because he knows that his brand may be poached at any time, so Wu Bin will buy the brand as early as possible. Acting for other people's brands, after all, it is still someone else, and only your own brand will not be taken away.

"How is it, how do you feel after work?" Xiangmeng had just been launched, and Wu Bin was handed over to Zhu Wenhong to operate the operation. However, after doing it for more than a week, Wu Bin actually found a little Zhu Wenhong and asked him.

Zhu Wenhong was able to make a little effect in SH's company before, mainly because of the price war, and also said that at that time, when category goods were scarce.

But now this category of home textiles is different, there are a lot of things of the same brand, and the competition for activity resources is slightly more fierce than that of daily necessities. Many similar brands are already of some scale, and it is too slow and expensive to sell simply through price wars with these brands.

Wu Bin felt that he had to talk to Zhu Wenhong a little.

"It's okay. But now it's a headache, there is no daily traffic, and if there are activities, there are few activities, and the increase in product sales is too slow. Zhu Wenhong scratched her head, a little distressed.

"Since you're here, I'll teach you something, can you learn?" Wu Bin asked. Wu Bin now teaches Jin Fei'er the most on weekdays, because she will be responsible for the category of food in the future, and she always has to operate well, and Wu Bin is so relieved.

"Learn, you're the master of our cat supercategory. Zhu Wenhong said with a smile, he actually wanted to take the time to ask Wu Bin in the past two days, and he wanted to know how Wu Bin's new product was pushed.

"Well, brand operation, in fact, if you subdivide it, it is commodity operation, and if the product operation is good, then the brand's natural sales will be good. First of all, the selection of products, Xiangmeng is a new brand of ours, the number of products is very small, it must be added, how to add products?" Wu Bin looked at this Zhu Wenhong, but also wanted to listen to his opinion, if he has been talking about it himself, there is no communication process, some are too monotonous, and it is not conducive to the understanding of dealing with it, only in the process of thinking about absorbing new knowledge, can you learn faster.

"Choose popular products, at least the products in the popular category, as long as the products are selected, after the follow-up operation and sales are done, the sales will definitely not be low. Secondly, select the categories of rising areas, which at least represent consumption potential, consumer demand, and are likely to represent subsequent consumption trends. Zhu Wenhong said, looking at Wu Bin, and also wanted Wu Bin to react, whether his answer was similar to what he thought.

Wu Bin nodded.

"Well, you're right, it's indeed a very convenient way to choose products that already have popular styles. But this method must be used by many businesses, you can refer to the original time when I made hangers and garbage bags, the sales just started, and then a bunch of followers began to do it. But have you found the problem? The similar products that were made in the follow-up are generally priced lower than the explosive models, or even much lower, I remember that when you operated at that time, the pricing was 6.9. ”

"That's no way, you've already done that, we don't have to make some price advantages, how to compete with you, how to compete with those new products of the same kind." Zhu Wenhua said helplessly.

"Well, you're right, we have actually said the advantages and disadvantages of following the trend, advantages, this category has a market, disadvantages, you can't make money making this product, or even lose money. What do you think?" Wu Bin asked rhetorically.

Zhu Wenhong nodded after thinking for a while, the experience of hangers and garbage bags is still vivid, after all, it has only been a short time. has made so many sales, but it has always been a loss, and even he himself doesn't know when it's a head. Because the price war is too strong.

"Okay, since we agreed, let's talk about the second one, go up the category to find new products. This idea is actually very good, the rising category, at least means that this category has sales demand, and it is improving, as long as the upward trend is obvious, the probability of the later category explosion will not be low, of course, there is also a risk that it may only be temporary, or it will stop after rising for a period of time. However, the category in the rising period must be much less competitive, which often means that the profit is high. Therefore, all things considered, the selection of products in the ascending zone category is a wise choice. Wu Bin made a simple analysis, but then said.

"What we do is Tmall Supermarket, when selecting products, we can't just stare at Tmall Supermarket, we must find it on the Ali market, go to see, and choose. The best category is that Tmall and Taobao have popular products, while Tmall Supermarket does not have or has very few products. Once you find this category, tell me immediately, and the company's purchasing department will find the factory as soon as possible, and then the production will go online. Secondly, it is the rising hot sales of Tmall Taobao, while Tmall Supermarket has no or very few. If you want to make any new products in the future, you should mainly start from these two perspectives and find them. Wu Bin continued to say that when Wu Bin made hangers, garbage bags, warm babies and masks, it was because there were very few categories of goods, or even none, and then Wu Bin quickly made them. Although the follow-up competition brands are also doing it, the phenomenon of consumption is more so, especially in the home category, once the product becomes a hit and the sales volume is the first, then this single product is much higher than other products in terms of daily traffic and conversion.

So be one step ahead and take the initiative one step at a time.

"Well, I see, I'll do it later. So if it's a popular category, there are many competing products, how to operate? Now our slippers and towels actually have this similar situation. Zhu Wenhua nodded and said.

"In this highly competitive category, we are latecomers, and most of the daily consumer traffic has been divided by the top selling items. What we're trying to do is find that little bit of traffic. ”

"The first step is to search for the industry hot search terms and search terms in the business consulting market, and find those detailed data on search popularity, click-through rate, conversion rate, and through train reference price as a reference, and try to find those words with high conversion rates if you choose words. Another thing to note is that the soaring search terms, this is the most suitable for the new product period. After Wu Bin finished speaking, he found that Zhu Wenhong looked a little confused.

But you can't blame him, because the operation of Tmall supermarket almost doesn't use this. This tool is mainly used for the operation of Tmall stores.

"For the specific operation method, you can ask Lao Zhang, the operator of the Tmall store, and let him teach you. ”

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