When Wu Zhou was thinking about how to enter the snack industry, where to start, and which products to operate.
Liu Fei, the customer service supervisor at the company, called Wu Zhou. I originally wanted to wait until Wu Zhou came to the company to tell me, but I saw that Wu Zhou hadn't gone during this period.
"Wu Zhou, after the New Year, there were a lot of bad reviews about our products in our product reviews. I contacted the warehouse, and the warehouse checked the products. It was no different from before. I also contacted the contact person at the factory, and they said the material and craftsmanship were good. It hasn’t changed recently. I think there may be competitors deliberately targeting us.”
Wu Zhou's eyes widened. At this time, he would not look down upon anyone who interfered with his efforts to make money.
"Are there any brand names involved in those negative reviews?" Wu Zhou thought for a moment and then spoke.
"Yes, the chef has appeared a few times. The content is basically that the chef has the same model, the price is cheaper than ours, and the brand is better than ours. Our products are not worth the price." Liu Fei continued.
"Most of the negative reviews are anonymous, but for some non-negative reviews, we have also contacted us to inquire about the reasons, but they all declined directly. This phenomenon is very strange, so I suspect that there are competitors targeting us. ."
Hearing Liu Fei's words, Wu Zhou couldn't help but nodded. It was obvious that Liu Fei was careful and responsible in her work.
"Okay, for the negative reviews, organize the family members of the company's employees. Don't let the employees do it. At most, a family member of an employee can take pictures of the product, and then make some targeted praises, with main pictures and videos, and you can do the rest. Never mind."
After hanging up the phone, Wu Zhou logged into the company's backend.
Just because he doesn't cause trouble doesn't mean that Wu Zhou is afraid of trouble. In the final analysis, the most important thing about online platforms is strength.
On the one hand, the company brushes up some positive reviews and overwrites the original negative reviews to reduce the exposure of negative reviews.
On the other hand, second-hand preparation, since this link has been targeted, make a few new links.
And, since we have roughly guessed who the opponent is, we must not let him go.
After adding two new links, he notified Liu Fei and Wu Zhou directly maximized the traffic.
One link is delivered in the same way as before, but the other link is directly targeted at the chef.
Find the single item with the highest sales volume and check its keywords.
Finally, focus directly on these key points and put them in your mind silently.
Sales = Traffic * Conversion * Customer Order.
Wu Zhou knew that he had even used dirty tricks like hiring trolls and writing negative reviews, so he must have done something to deal with traffic.
It's just that most of Wu Zhou's traffic is the system's precise traffic, not the platform's free traffic.
Although the platform has free traffic, it can also bring about some sales, but even with current monthly sales of nearly 2 million, the maximum natural traffic performance is only around 300,000. The proportion is only 15%, which is very low.
And if this part of the traffic is targeted, Wu Zhou's precise traffic can be released more.
So the final result is that the store as a whole will not have any impact on sales caused by the decline in traffic.
The purpose of maliciously writing bad reviews is to reduce the traffic conversion rate.
The higher the number of customer orders for a product, the more carefully consumers read reviews.
Of course, on the other hand, Wu Zhou couldn't help but want to scold that operation as a stick.
February is almost over, and the peak season for thermos cups has completely passed. Spending so much energy on this kind of thing at this time is not out of mind.
If you want to snipe, you should do it at the beginning or at your peak.
Of course, what Wu Zhou didn't know was that years ago, the chef had already launched a large through train to counter Wu Zhou's popular items.
It's just that a lot of money was spent, but the result was nothing.
After the New Year, he became anxious and asked some friends he often contacted on weekdays to help pay for orders and leave negative reviews. Finally, he transferred the money to them one by one.
The purpose is not just to increase negative reviews and lower conversions.
These measures are also designed to allow the platform to identify their behavior. It is best to judge their behavior as fraudulent orders, thereby reducing the authority of Wu Zhou’s product link.
It's just that even after using this underhanded trick, the result is still not obvious.
Seeing that the budget of around 300,000 yuan was running low.
He doesn't know how to summarize the end of the month.
"Forget it, I've done everything I need to do. If it doesn't work, I can't help it... Who the hell is this god? I can't understand the flow of this traffic at all..."
Wu Zhou has surrendered for the time being, and it is indeed as Wu Zhou thought. It is indeed a bit overwhelming to vigorously produce an out-of-season product now.
As for him, he was forced to do it. Compared with spending so much money, he had to have some results, right?
Either the product sales directly increase and the ranking improves, or the opponent is defeated.
But that afternoon, the chef's operations officer frowned deeply as he looked at the real-time data in the company's backend.
Why did this traffic drop so much all of a sudden? The month-on-month drop was even more than 50%. If it is a long-tailed model, or on the eve of a major promotion, this kind of traffic drop is acceptable, but this is a hot model, and the traffic of this hot model has always been They are all very stable. They are just declining according to the general trend of the platform. There will never be such big ups and downs.
For product analysis, the last search traffic seen dropped by 60%.
In a hurry, I immediately increased the investment in through-train fees. The premium for precise keywords increased from about 10% to 30%.
"What the hell is going on here? The link has been downgraded? Or is it blocked? It shouldn't be..." The catering manager scratched his head vigorously.
Although there are many products in the store, this one is the main model and a hit.
The plummeting of this kind of main product will directly affect the sales of the entire store.
If it were other products, he would frown and wait and see.
At eleven o'clock at night, I looked at the real-time sales data.
The chef's eyes were almost red.
The through train fare doubled than before, but the sales volume did not increase back.
At this moment, a sudden idea flashed in my mind.
He thought of the store he targeted before.
He is paying attention to that store as a competing store.
I was about to open it quickly, but then... I was stunned again.
The anomaly occurred in my own data today, and the competitive store analysis department cannot see the data for that day, so it can only wait until every day.
"Oh...it's so damned. E-commerce is really not a job for humans." The chef said cursingly, went to the bathroom to wash up, and went to bed.
It's been a long time since I've been as depressed as I am today, and it's been a long time since I've been watching the market for so long.
On this day, the market data of the thermos cup industry fell by 3%, and the sales of chef stores fell by 8%.
However, a certain Taobao thermos cup store saw a huge increase of 20%.
