山东百度爱采购运营代理

　　运营老司机都知道，当我们打造一个新品时，是要“培养新品”的，而很多人不理解什么叫“新品培养”？首先，“新品培养”并不是我们常说的做基础销量，晒图评价这些，而是一个产品的在真实推广中的人群触达过程，并且需要配合到付费工具的使用。那“新品培养”这个动作，是在哪一阶段出现的呢？不是选好产品后，也不是产品上架后，而是测好产品后。当我们测好了产品后，请记住：

　　Experienced drivers in operation know that when we create a new product, we need to "cultivate it", but many people do not understand what "new product cultivation" means? Firstly, "new product development" is not just about basic sales and image evaluation, but rather the process of reaching a target audience for a product in real promotion, which needs to be accompanied by the use of paid tools. At which stage did the action of "new product cultivation" occur? It's not after selecting a product or putting it on the shelves, but after testing the product. After we have tested the product, please remember:

　　下一步就是要“培养新品”，所谓“培养”的目的，就是要拿更多的销量。因为测好的产品，如果我们马上就是加大预算推广，而拿不到足够成交的话，那销量就不会放大，那我们就会怀疑我们测款是否正确。

　　The next step is to 'cultivate new products', and the purpose of' cultivation 'is to gain more sales. If we immediately increase our budget to promote a product that has been tested and cannot secure enough deals, our sales will not increase, and we will doubt whether our testing is correct.

　　所以，“培养新品”是在测款后操作，分出一个“细节化”的操作，不管对于老司机还是纯小白，深度理解“培养新品”这个操作，对于后期我们打爆产品过程中的人群定位，很有帮助，只要你理解了，那人群标签就不容易打偏。

　　So, "cultivating new products" is a "detailed" operation that is carried out after the model is tested. Whether for experienced drivers or novices, a deep understanding of the operation of "cultivating new products" is very helpful for our target audience positioning in the later stage of product promotion. As long as you understand it, the target audience label will not be easily biased.

　　所以，用更准确的理解，“培养新品”的目的就是培养更多的人群精准度，从而为后期打爆产品提高转化率。因为，很多商家在测好款后，就马上加大流量的投放，结果转化率并没有明显提升，即使后期多更多推广，转化也很难拉的上来，因为人群被带偏了。

　　So, to put it more accurately, the purpose of "cultivating new products" is to cultivate more audience precision, thereby improving conversion rates for later explosive products. Because many merchants immediately increase their traffic after testing their products, but the conversion rate does not show a significant improvement. Even if there are more promotions in the later stage, it is difficult to attract conversions because the audience is biased.

　　所以，“培养新品”这个动作大家一定要做，而且就是在测好款之后就马上做，这个细节关系到产品后期转化的关键。下面开始我们这篇文章的主题：当我们在培养新品时，会遇到两种产品？①：高客单商品②：低客单商品针对这两种不同价格段的商品，我们的培养操作也是不一样的：

　　So, everyone must do the action of "cultivating new products", and it should be done immediately after testing the product. This detail is related to the key to product conversion in the later stage. Let's begin with the theme of our article: When we are developing new products, do we encounter two types of products? ① : High order products ②: Low order products Our cultivation operations are also different for these two different price ranges of products:

　　1：针对几百、几千以上的高客单商品高客单商品，

　　1: For high order products with hundreds or thousands of orders,

　　比如：家具、家电这些，如果我们只盯着转化率的话，估计自己都会把自己“逼疯”。比如：像办公桌这个商品，客户要考虑半个月才买；一套茶几，装修的人才买，周期两三个月。你指望他今天看了明天就下单？不现实。那我们要看什么？看加购率。

　　For example, furniture, household appliances, etc. If we only focus on conversion rates, we probably will drive ourselves crazy. For example, for a product like an office desk, customers need to consider buying it for half a month; A set of coffee tables can only be bought by decorators, with a cycle of two to three months. Do you expect him to read it today and place an order tomorrow? unrealistic. What do we want to see? Look at the purchase rate.

　　只要加购人数在涨，加购率稳定，人群是准的，这个品就能养。

　　As long as the number of buyers is increasing, the purchase rate is stable, and the audience is accurate, this product can be maintained.

　　而且，在后期，如果这些人群慢慢的从购物车中成交，说明这个产品的成交路径是正确的，转化周期正常的。当然，如果你想马上带来成交，也不是不行，但前提是需要你的店铺的规模很大，比如：层级在六、七级，这个时候你就投那些收藏加购过的人，你会发现你的新品成交很快，因为你之前拉的人群，是对你店铺产生过收藏、加购或者化咨询过的人，所以，这样成交就更快了。

　　Moreover, in the later stage, if these groups gradually make transactions from the shopping cart, it indicates that the transaction path of this product is correct and the conversion cycle is normal. Of course, if you want to immediately bring in transactions, it's not impossible, but the premise is that your store needs to have a large scale, such as being at level six or seven. At this time, you can invest in people who have collected and purchased your new products, and you will find that your new products sell quickly. Because the people you previously recruited were people who have collected, purchased or consulted your store, so the transactions will be faster.

　　而这种推广方式，也可以用一个运营俗语概括，叫“回流营销”。

　　And this promotion method can also be summarized in an operational proverb called "return marketing".

　　什么叫“回流营销”？就是定向投给那些加过购、收藏过、咨询过的人，这些人对你已经有印象了，转化周期会大大缩短。所以，高客单价的核心不是“促成”，而是“提醒”，就像做私域一样。关于“回流营销”的操作细节，我在文章后面会提到。

　　What is' return marketing '? It is targeted investment to those who have made purchases, bookmarked, or consulted, and these people already have an impression of you, which will greatly shorten the conversion cycle. So, the core of high unit price is not "facilitation", but "reminder", just like doing private domain. I will mention the operational details of "return marketing" later in the article.

　　2：针对几十、上百元等低客单商品低客单商品，我们要的就是直接成交，不需要刻意培养购物车，因为本身就低客单价，如果转化上不去，那后期我们放大推广，是很难做到的。所以，针对高客单和低客单的成交转化周期和方式，那我总结出了一套适合这两种价格的推广方式，就是通过“关键词”推广，建立起以“成交”为目的核心推广思路，具体思路则是以：

　　2: For low order products such as those priced at tens or hundreds of yuan, what we want is direct transactions, without the need to deliberately cultivate a shopping cart, because they already have low order prices. If the conversion cannot go up, it will be difficult for us to scale up and promote them in the later stage. So, regarding the conversion cycle and methods of high and low orders, I have summarized a set of promotion methods suitable for these two prices, which is to establish a core promotion idea with "transaction" as the purpose through "keyword" promotion. The specific idea is to:

　　1：最大化拿量

　　1: Maximizing the amount taken

　　2：跟投计划

　　2: Follow up investment plan

　　3：趋势明星/标准计划这3个推广核心展开，如果你正在做“付费推广”，那你要看下去。因为这3点推广思路对于高客单和低客单都是通用的。

　　3: The three promotion cores of Trend Star/Standard Plan are unfolded. If you are doing "paid promotion", then you need to keep reading. Because these three promotion strategies are universal for both high and low customer orders.

　　低客单价：低客单价商品可以用最大化拿量、跟投计划、趋势明星，这些都可以做到。

　　Low unit price: Low unit price products can be achieved through maximizing sales volume, following investment plans, and trending stars.

　　高客单价：如果是高客单的老店铺，并且店铺层级很大，在六、七层级左右，那首选标准计划做成交，而如果是高客单的新店铺，那用标准计划做加购，因为这是可以做三级人群的，在做加购的同时，我们还要用工具洞察人群准不准确。

　　High order value: If it is an old store with high order volume and the store hierarchy is large, around six or seven levels, the standard plan is preferred for closing deals. However, if it is a new store with high order volume, the standard plan is used for adding purchases because it can cater to third level customers. While adding purchases, we also need to use tools to accurately identify the target audience.

　　所以，相对来说，高客单老店铺选择机会多一点，可以拿成交和加购，而高客单新店就只能拿加购。

　　So, relatively speaking, there are more opportunities for high order old stores to choose from, such as transactions and additional purchases, while high order new stores can only choose additional purchases.

　　而且，老店铺本身就有货品优势，所以，如果选择跟投的话，一般选择跟自己店铺链接也是容易成交的，因为自己店铺本身就有这种爆款，就更容易成交（具体设置见下方）。

　　Moreover, the old store itself has product advantages, so if you choose to follow the investment, it is generally easier to close deals by linking with your own store, because your own store already has such popular products, which makes it easier to close deals (see specific settings below).

　　所以，店铺基础好的，就可以用跟投。但是，最大化拿量，我就不太建议去使用了，因为最大化是用最小的预算，做收割。但是如果最大化跑不出来，那就选择控成本成交就可以。这就是这两种价格形式产品的新品培养思路。

　　So, if the store has a good foundation, you can use follow-up investment. However, I do not recommend using it to maximize yield, as maximizing yields with the minimum budget. But if maximizing cannot be achieved, then choosing to control costs and make a deal is sufficient. This is the new product development strategy for these two price forms of products.

　　接下来，我们实操演示一下：首先，大家最关注的还是上文提到的：跟投自己店铺的爆品，那这是如何操作的？

　　Next, let's demonstrate in practice: First of all, what everyone is most concerned about is still what was mentioned earlier: following the popular products in your own store, how is this done?

　　简单介绍下：

　　Let me briefly introduce:

　　第一步：点击“新建关键词推广”：

　　Step 1: Click on "New Keyword Promotion":

　　第二步：点击“自定义推广”，选择“自定义选品”：

　　Step 2: Click on "Custom Promotion" and select "Custom Product Selection":

　　第三步：选择商品，这里，我任意选择一个“商品”：

　　Step 3: Select the product. Here, I can choose any "product":

　　第四步：“设置跟投偏好”：

　　Step 4: "Set Follow up Preference":

　　第五步：这里，因为我们要跟投的是自己店铺的爆品，所以，在下面两个选项：价格选择：同价格带和价格更高相似商品：是否包含本店相似品选择“是”，爆品跟投：是否包含本店铺爆品选择“是”，图中2个红色箭头。至于爆品类型的选择。如果你觉得你的产品有价格优势，那“类目爆品”和“类目新增爆品”2个都选择，如果没有价格优势，就选择“类目新增爆品”就行。

　　Step 5: Here, because we want to invest in our own store's popular products, we have two options: price selection: same price with higher price, similar products: whether to include similar products in our store, select "Yes", and popular product investment: whether to include popular products in our store, select "Yes", as shown by the two red arrows in the picture. As for the selection of explosive product types. If you think your product has a price advantage, then choose both "Category Top Products" and "Category New Top Products". If you don't have a price advantage, just choose "Category New Top Products".

　　第六步：在选择“自定义跟投商品”：这时候，我们把店铺哪些需要跟投的商品加入就行。

　　Step 6: Select "Custom Follow up Products": At this point, we just need to add which products in the store need to be followed up.

　　这里，要注意一下，在关键词设置中不要选择“添加自选词”，选择“流量智选”就行，因为我们跟的是自己的爆品或者同行的爆品，所以，这样做的目的本身转化率就偏高，所以，无需单独添加关键词。

　　Here, it should be noted that in the keyword settings, do not choose "add self selected words", just choose "traffic intelligent selection", because we are following our own popular products or those of our peers, so the purpose of doing so is to increase the conversion rate, so there is no need to add keywords separately.

　　针对低客单价商品，这里不在做单独介绍，更多详细的操作会在我的知识库中详细讲到。这里，我前面还提到过一句“回流营销”，显然，这个是针对高客单商品的，那要如何做“回流营销”呢？

　　For low-priced products, we will not provide a separate introduction here. More detailed operations will be covered in my knowledge base. Here, I also mentioned the phrase 'return marketing' earlier. Obviously, this is aimed at high order products. So how should we do 'return marketing'?

　　做“回流营销”，其实就是投那部分收藏、加购后的“精准人群”，甚至是让这部分人群产生“复购”（适合有复购的产品），而这些都是属于还没有开发的“店铺资产”。

　　Doing "return marketing" is actually investing in the "targeted audience" who have collected and added products, and even causing this group of people to make "repeat purchases" (suitable for products with repeat purchases), which are all "store assets" that have not yet been developed.

　　所以，不管是高客单还是低客单，想让加购后的人群产生购买，那你就要看看下面的操作，而这些事“培养新品”的核心步骤：

　　So, whether it's high order or low order, if you want to generate purchases among the crowd after adding, you need to take a look at the following steps, which are the core steps of "cultivating new products":

　　第一步：点击“人群推广”—“常客转化”：

　　Step 1: Click on "Crowd Promotion" - "Frequent Customer Conversion":

　　第二步：如果是老店，下面位置会显示“人群资产”选项：但是新店是没有的，所以，我们这里点击“自定义推广”用“自定义推广”代替，然后添加产品：

　　Step 2: If it is an old store, the "Crowd Assets" option will be displayed below. However, new stores do not have it, so here we click on "Custom Promotion" to replace it with "Custom Promotion", and then add products:

　　第三步：添加适合你的人群，比如：喜欢我店铺人群、深度行为人群、领券未使用人群等等，具体情况根据自身产品情况添加。至于其他的选项：宝贝人群、收藏加购人群等等，根据实际情况其实，都可以添加。

　　Step 3: Add a suitable group of people for you, such as those who like my store, those who engage in deep behavior, those who have not used coupons, etc. The specific situation should be added according to your own product situation. As for the other options, such as the baby group, the collection and purchase group, etc., they can all be added according to the actual situation.

　　第四步：开启人群扩展：因为，我们选择精准人群后，人群会比较少，所以，这里选择开启“人群拓展”。

　　Step 4: Enable crowd expansion: Because after selecting a precise audience, the crowd will be relatively small, so we choose to enable "crowd expansion" here.

　　第五步：智能出价选择：获取成交量（最大化拿量），预算设置到50-100都可以。

　　Step 5: Intelligent bidding selection: Obtain trading volume (maximize the amount obtained), and set the budget to 50-100.

　　第六步：关闭资源位：

　　Step 6: Close the resource slot:

　　因为，这里开启后，流量可能会比较多，但是我们这里只做“转化和收割”，所以，不用开。

　　Because once activated here, there may be more traffic, but we only focus on "conversion and harvesting" here, so there is no need to activate it.

　　第七步：其他选项的设置，比如：投放时间、投放创意等等，就根据自己平时做推广怎么行，怎么来就好。

　　Step 7: Set other options, such as advertising time, advertising creativity, etc., based on how you usually do promotion and how you approach it.

　　主要是根据自身产品的特点以及用户购买习惯等等，这里不多过多介绍。

　　Mainly based on the characteristics of their own products and user purchasing habits, etc., we will not go into too much detail here.

　　这就是“回流营销”的基本设置方法，其实就是投放给那些没有“转化”的人群，在做一次深度触达。

　　This is the basic setting method of "return marketing", which is actually to target those who have not "converted" and do a deep outreach.

　　因为这些人群离成交只有一步之遥，所以，如果你是有老客的店，或者是只有加购没有转化的高客单商品，那你根本不用从头开始，这个就是你的“新品培养计划”。

　　Because these groups of people are only one step away from making a deal, if you are a store with loyal customers or a high order product with only added purchases but no conversions, then you don't have to start from scratch. This is your 'new product development plan'.

　　所以，培养一个新品，不管高客单还是低客单，并不是我们粗暴式的去放大产品流量就行，而是针对这两种价格产品做针对性的推广优化。

　　So, cultivating a new product, whether it has high or low customer orders, is not just a crude way to increase product traffic, but rather targeted promotion and optimization for these two price products.

　　很显然，高客单商品，更注重“反复触达”，低客单商品注重“快速成交”。

　　Obviously, high order products focus more on "repeated outreach", while low order products emphasize "quick transactions".

　　而这两种“培养方式”，就是一个以“成交”目的展开的。

　　And these two "training methods" are developed with the purpose of "closing deals".