From Taobao intern to the father of Pinduoduo

Chapter 114 Operating Yang Guofu Malatang

Chapter 114 Operating Yang Guofu Malatang

A few days after the video boosted the store's sales, Lin Mu gave Yang Guofu Malatang a "store manager's talk" feature.

In his shopkeeper's blog, he posted a message showing Yang Guofu simmering tomato soup. Yang Guofu wrote, "The new tomato-based pre-made soup kits are coming soon. What other flavors would you like to try? Please leave a comment below."

In the comments section, netizens were quite active, leaving messages about the new soup base flavors they wanted.

Ultimately, the beef bone broth received 300 likes. Yang Guofu personally replied, "Okay, feedback received, arranging it!"

After a period of time, the tomato-flavored soup base also boosted repeat purchase rates.

A week later, the new beef bone broth base was officially launched.

Furthermore, this new product was not merged into the first two product categories, but instead opened a separate third product showcase.

In this way, although the new product category will cause traffic diversion and require taking new main images and finding new traffic for the new product, it will also increase the traffic costs of potential competitors.

During this operation, a small incident also occurred.

When the new beef bone soup base was first launched, traffic was not good. The store itself was already very popular, and the video boosted sales. On the first day of the new product launch, only 40 orders were sold.

Yang Guofu Malatang's meal kits cost 10 yuan per pack, minimum order of four packs, shipping not included.

Based on this calculation, the daily revenue from this beef bone soup is only 1600 yuan.

Even if you can sell 2000 yuan worth of goods per day, the net revenue per month will only be 6 yuan.

The revenue from this beef bone soup is even slightly less than the cost of attracting customers.

Upon receiving this feedback, Lin Mu remained calm, logged into the backend, and used traffic tools to analyze the data. He discovered that the product's main image had a particularly low click-through rate, with a click-through rate of only 5%.

In other words, out of 100 visitors, only 5 will click on the main image.

Based on Lin Mu's assessment of the data, he decided to change the main image. The current main image cover is a bowl of beef bone soup base, with the caption "Freshly Slaughtered Beef Bone Soup Base".

Lin Mu frowned. The main image wasn't very well done; it was a bit abstract.

Since the video is a minor hit, we'll continue to leverage its traffic.

He called Yang Guofu over, took a real photo of Yang Guofu simmering beef bone broth, and then uploaded the photo without any modifications as the main product cover image.

The cover design changed, and the data exploded: the click-through rate increased from 5% per 100 people to 12% per 100 people, and daily orders also increased from 40 to 80.

one.

Lin Mu timely posted the entire process of this operation on the Taobao seller forum.

At this moment, his live stream post has become the most popular post on the Taobao seller forum, with over 2000 replies.

Don't be fooled by the fact that this traffic can't compare to Baidu Tieba's. This is highly targeted traffic for sellers, and people on Taobao seller forums don't like spam posts; every reply is very specific.

One person commented: "I was thinking, 'Alibaba's operations team is out of their minds. What are they trying to achieve by launching this store? Are they trying to steal traffic from blogs?' I tried it myself; when I posted new product information on it, nobody interacted. Turns out it's not useless, it actually works!"

Someone replied to him: "You need to put in the effort! Look at how the big shots do it, having the brand's head personally cook the soup base. It gives off a down-to-earth and authentic feel. If you just post dry, uninformed messages, which user will read them? Nobody likes just looking at empty blobs."

Another person said, "I also use data analysis frequently, but I have a question I'd like to ask an expert. I wonder if any expert or other specialists have time to answer me." This seller then explained that he sells garbage bags and has changed the main image several times, but the click-through rate is still not good. He wanted to ask an expert for help.

In the comments section of this post, many Taobao sellers offered suggestions, but none of them were satisfied with the proposed changes to the main image.

Lin Mu saw the message and took the time to reply to him.

Lin Mu's suggested revisions were: maximize the selling points and make the main image eye-catching. For example, put a large-capacity water tank directly inside a garbage bag, and photograph the garbage bag being stretched to its limit without breaking, highlighting the garbage bag's extremely strong tensile strength.

After receiving Lin Mu's suggestions, the seller was overjoyed and revised the product's main image overnight. That very night, a miracle occurred: his conversion rate increased threefold. This small example added another chapter to Lin Mu's impressive track record.

It's already the end of August, and the start of the new school year is just around the corner.

September and October are traditionally peak sales seasons, known as the "Golden September and Silver October." Lin Mu's simplified big data analysis revealed that most customers of Yang Guofu Malatang are between 18 and 24 years old, and are mostly located in Zhejiang Province, with university students being the primary demographic.

This data result is normal: college students have money and free time, and love to surf the internet; Yang Guofu's prices are affordable, and there are many offline stores of Yang Guofu near university towns, so it has a certain brand foundation.

So Lin Mu made a suggestion: After the start of the semester, college students will hold welcome parties for new students. There will be plenty of opportunities to play games like "GG" (a type of online game), and they can use the existing data to create a precise game and distribute Yang Guofu's "GG" at several major universities in Zhejiang. The slogan for the "GG" could be "Only 9.9 yuan, take Yang Guofu home."

The reason for not writing "bring back to the dormitory" is that these meal kits need to be cooked in a pot, and the dormitory supervisors would definitely be very strict about it. Changing "bring back to the dormitory" to "bring home" is also a way of skirting the rules.

Moreover, this funding doesn't require much. University student unions are always struggling to find sponsorships; if you could get 10,000 or 20,000 yuan at a time, you could easily monopolize all the sponsorship opportunities at an entire university.

Even if you think it's too expensive, it's easy to negotiate to spend one or two thousand to occupy a few important GG windows.

Yang Guofu also kept his promise to his new partner, Lin Mu: he gave Lin Mu full control over operations and allowed him to do whatever he wanted.

Regarding funding, he didn't really hold back on approvals. As long as Lin Mu's explanations were reasonable and supported by evidence, He Lili, the finance manager, would approve them directly.

Inside a university dormitory.

The savory aroma of beef bones filled the corridor. College student Lu Yao sniffed and swallowed, "Who's eating Yang Guofu (a type of Chinese liquor) in their dorm this time?"

Since Yang Guofu Malatang secured exclusive sponsorships from dozens of universities at the freshman orientation event, it has become incredibly popular among university students.

During this period, basically regardless of whether it was a male or female dormitory, whether it was a 985 or 211 university or a junior college, as long as one

As soon as you enter the dormitory, you're guaranteed to smell the aroma of spicy hot pot.

When Lu Yao returned to the dormitory, she saw her roommate, who had been engrossed in studying, eating spicy hot pot. "Glug glug," her roommate was holding a small electric cooker, the broth in the pot was already boiling, and she was adding ingredients, both meat and vegetables, which were quickly cooked through.

The aroma was irresistible to Lu Yao, who grabbed the leftover fork from yesterday's instant noodles and started shoving it into the pot, shouting, "Everyone gets a share! Everyone gets a share!"

"Hey? Lao Lu, get yourself a pair of chopsticks!" His roommate slapped his hand away and helplessly found him a clean pair of chopsticks.

Ever since the soup broth boiled, a crowd had gathered behind this roommate. People who were reading online novels on the upper bunk or dating on the lower bunk all put down what they were doing and rushed over to grab some food.

As they ate, they muttered, "Yang Guofu's mala tang smells really good, and the soup is quite delicious, but the ingredients don't absorb the flavor very well, it's a bit lacking." "That's right, if you want authentic mala tang, you have to go to the restaurant, that's where the real deal is."

My roommate, who had been cheated out of his food, gritted his teeth and said, "You bunch of animals! You steal my food and you don't even appreciate it?"

Lu Yao said with a smile, "Don't rush, I'll treat you to a Yang Guofu offline store later. You know what, these meal kits are really interesting. After eating them, instead of satisfying your cravings, you'll crave the real Yang Guofu with its high-quality ingredients even more."

Another person laughed, "Yang Guofu Malatang near the school has been doing incredibly well lately, with queues every day. That business is making a killing!"