新品成长项目攻略模块二Lazada政策岑玉明课件讲解

模块二Lazada政策主讲人：岑玉明新品成长项目攻略《Lazada平台运营》ProjectGuideofNewProductGrowthThespeaker：CenYuming

LazadaPlatformOperationModule2LazadaPolicyGuangxiVocationalandTechnicalCollegeofFinance04新品成长项目01产品内容优化重点讲解——长描述优化建议03产品内容优化重点讲解——主图和附图优化建议02产品内容优化重点讲解——短描述优化建议05蜂巢分及提升蜂巢分04Projectofnewproductgrowth01Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions03Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing02Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions05Hivepointsandliftinghivepoints1.新品上架使用计划指引新品成长项目攻略知识获取渠道——LULazada基本术语政策和选品基本信息和术语介绍产品上传和内容优化营销和粉丝工具订单处理财务数据分析大促服务顾问商品发布批量更新商品内容质量分产品分类、标题、长短描述、图片、属性、价格的优化订单发货和上门取件LGS物流和逆向物流解决方案绑定收款账户和财务报表财务周期和运费自动扣款PaymentFee和Commission多件多折、优惠券、包邮店铺装修和产品详情页装修粉丝大促和日常促销大促预算和产品选择大促玩法如何联系卖家服务顾问跨境卖家帮助中心运用生意参谋工具分析店铺数据禁售政策、绩效系统235选聘原则1.NewProductShelfUsePlanGuideKnowledgeacquisitionchannel——LUBasicterminologyofLazadaPolicyandselectionBasicinformationandglossaryProductuploadandcontentoptimizationMarketingandfantoolsOrderprocessingFinancialDataanalysisBigpromotionServiceconsultantGoodsreleasedBatchupdateProductcontentqualitypointsProductclassification,title,description,pictures,attributes,priceoptimizationOrderdeliveryandcollectionfromdomicileLGSlogisticsandreverselogisticssolutionsBindreceivingaccountsandfinancialstatementsFinancialcycleandfreightautomaticallydeductedPaymentFee和CommissionManypiecesmorediscount,coupons,freedeliveryShopdecorationandproductdetailspagedecorationfansBigpromotionanddailypromotionBudgetandproductselectionplayingmethodHowtocontactthesellerserviceconsultantCross-bordersellerhelpcenterUsebusinessadvisorytoolstoanalyzestoredataBanpolicy、performancesystemPrinciplesselectionof235Projectguideofnewproductgrowth01产品内容优化讲解——长描述优化建议01Focusonproductcontentoptimization——longdescriptionoptimizationsuggestions长描述产品内容优化图片结构文字描述好评展示产品参数小语种加持一、产品内容优化重点讲解-长描述优化建议longdescriptionproductcontentoptimizationImagestructureTextdescriptionDisplayofgoodreputationProductparametersBlessingofminorlanguages1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、图片结构2、文字描述3、好评展示4、产品参数5、小语种加持一、产品内容优化重点讲解-长描述优化建议建议：尽可能的多用图片呈现产品的模特图，细节图，多角度图和场景图，并在图片上加入少量的广告文字目的：方便买家更好理解。1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、BlessingofminorlanguagesAdvice:Useasmanyimagesaspossibletopresentmodel,detail,multi-angleandsceneimagesoftheproduct,andaddasmallamountofadvertisingtextontheimages.Purpose:It’sconvenientforbuyerstobetterunderstand.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、图片结构2、文字表述3、好评展示4、产品参数5、小语种加持一、产品内容优化重点讲解-长描述优化建议建议：对短描述文字解释说明；埋入关键词目的：提升搜索曝光几率比如：标题和短描述使用的关键词是-purse,那么长描述里可以加入wallet这样的相似关键词来增加搜索曝光几率。Advice:Explaintheshortdescription;EmbeddedkeywordsPurpose:Improvesearchexposure

Forexample,use-purseinthetitleandshortdescription.Addasimilarphraselikewallettothelongerdescriptiontoincreaseyoursearchexposure.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、图片结构2、文字表述3、好评展示4、产品参数5、小语种加持一、产品内容优化重点讲解-长描述优化建议建议：好评截图、卖家晒图，新卖家可以去其他跨境平台找同样产品的晒单，再截图发到自己的长描述里面，并解释说明。目的：快速提升客户对产品和店铺信任度的。Advice:Praisescreenshots,sellersprinting.Newsellerscangotoothercross-borderplatformstofindthelistofthesameproduct,andthensendthescreenshotstotheirownlongdescription,withexplanations.Purpose:Quicklyimprovecustomertrustinproductsandstores.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、图片结构2、文字表述3、好评展示4、产品参数5、小语种加持一、产品内容优化重点讲解-长描述优化建议建议：详细的产品介绍；产品参数、使用说明步骤和匹配场景。目的：减少退款率、提升店铺的评分Advice:Detailedproductintroduction;Productparameters,usageinstructions,andmatchingscenarios.Purpose:Reducerefundrateandimprovestorescore.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages1、图片结构2、文字表述3、好评展示4、产品参数5、小语种加持一、产品内容优化重点讲解-长描述优化建议建议：有些特殊的产品会被某一个国家的买家青睐，产品的长描述中适当加一些当地的语言。目的：提升客户的购物体验，加速买家了解产品的时间，增加客户粘性和复购率。Advice:Somespecialproductswillbefavoredbybuyersinacertaincountry.Addsomelocallanguageinthelongdescriptionoftheproduct.Purpose:Improvecustomers'shoppingexperience,acceleratethetimeforbuyerstolearnaboutproducts,andincreasecustomerstickinessandrepurchaserate.1.Focusonproductcontentoptimization–longdescriptionoptimizationsuggestions1、Imagestructure2、Textdescription3、Displayofgoodreputation4、Productparameters5、Blessingofminorlanguages02产品内容优化讲解——短描述优化建议Focusonproductcontentoptimization——shortdescriptionoptimizationsuggestions02卖家短描述二、产品内容优化讲解—短描述优化建议对产品图片的文字说明对卖点解释精简干练迅速触达买家购物需求提升转换sellershortdescriptionTextdescriptionofproductpictureExplainthesellingpointsConcise,

capableandexperiencedQuicklyreachbuyers'shoppingneedsPromotetransformation2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions二、产品内容优化讲解—短描述优化建议买家短描述在PC端展示在产品主图和价格正下方无线端是在PDP的正下方。sellershortdescriptionItisdisplayedonthePCsideunderthemainpictureoftheproductandtheprice.ItisdisplayedonthewirelessterminaldirectlybelowthePDP.2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions干练的短语产品的核心卖点和独特属性应前置参数，尺寸，特征，功能，用途。产品解决了哪些问题和痛点在哪些地方使用二、产品内容优化讲解—短描述优化建议ShortphrasesThecoresellingpointsanduniqueattributesoftheproductshouldcomefirstParameters,dimensions,features,functions,uses.WhatproblemsandpainpointstheproductsolvesWheretouseit2.Focusonproductcontentoptimization–shortdescriptionoptimizationsuggestions03产品内容优化讲解——主图和附图优化建议Focusonproductcontentoptimization——optimizationsuggestionsformainandattacheddrawing034.呈现属性呈现属性，要与主图有差异化，切勿与主图重复，尽量体现出解决买家的痛点与产品的独特。5.使用场景附图应当承接产品的使用场景，保证目标群体的精准。6.建议尺寸建议使用比例为1x1（正方形）、像素为500x500的图片。三、产品内容优化讲解—主图和附图优化建议1.主体突出产品主体起码占据主图80%以上的区域，保证第一时间传递准确的产品信息2.背景简单主图的背景应该简单，不杂，不乱，最好是用纯色背景。3.卖点突出在保证主图传递争取主体的前提下，最好在主图上突出产品的卖点，用当地语言表达，比如：防水，防摔或者蓝牙功能等4.AttributetopresentThepresentationattributesshouldbedifferentiatedfromthemainpicture,notrepeatedwiththemainpicture.Andtrytoreflectthepainpointsofbuyersandtheuniquenessoftheproduct.5.ApplicationscenariosTheappendeddrawingsshallfollowtheusescenariosoftheproductstoensuretheaccuracyoftargetgroups.6.SuggesteddimensionsItisrecommendedtousesquarescaleimageswith500x500pixels.1.HighlightthemainbodyThemainbodyoftheproductshouldoccupyatleast80%ofthemaindrawingareatoensurethefirsttimetotransmitaccurateproductinformation2.ThebackgroundissimpleThebackgroundofthemainimageshouldbesimple,notclutter,notclutter,preferablywithasolidcolorbackground.3.HighlightsellingpointsOnthepremiseofensuringthatthemainpictureisdeliveredtothemainbody,itisbettertohighlightthesellingpointsoftheproductonthemainpictureandexpresstheminlocallanguage,suchaswaterproof,anti-fallorBluetoothfunction3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、产品内容优化讲解—主图和附图优化建议2张主体图1张尺寸图1张细节图1张特写图1张包装图8张主图1张场景图+1张功能图2photosofthemainbodyasizechartadetailedpictureaclose-upphotoapackagingfigureeightmainphotosascenephotoandafunctionaldiagram3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing主图案例：白底精修图片，直观展示产品。细节图案：突出产品细节和细节上的优点。场景图案例：突出产品使用场景，从而侧面展示产品优势。功能图案例：有对比的展示出产品在功能上的优点。1、优秀案例分析三、产品内容优化讲解—主图和附图优化建议Mainpicturecase:Fine-tunedimagesonawhitebackgroundtovisuallydisplaytheproduct.Detailpicturecase:Highlightproductdetailsanddetailsonthebenefits.Scenephotocase:Highlighttheproductusescenarios,thusshowingtheproductadvantagesside-by-side.Functiondiagramcase:Thereisacontrasttoshowtheadvantagesoftheproductintermsoffunctionality.3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing1.

AnalysisoftheExcellentCase三、产品内容优化讲解—主图和附图优化建议2、标头引流3、优惠突出2.TheHeaderDrainage3.

HighlightthePreferential3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、产品内容优化讲解—主图和附图优化建议4、促销活动和多件多折Banne5、多个主推产品Hotspot展示4.BanneofPromotionsandManyMoreDiscount5.ManyMainProductsDisplayinHotspot

3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing三、产品内容优化讲解—主图和附图优化建议6、Hotspot和MultipleImages7、Hotspot热区链接6、HotspotandMultipleImages7.

HotspotLink3.Focusonproductcontentoptimization–optimizationsuggestionsformainandattacheddrawing04新品成长项目Projectofnewproductgrowth04四、新品成长项目【新品成长】项目是Lazada平台针对近30天发布的商品进行蜂巢分计算并提供新品诊断，让您可以看到自己商品表现并针对性优化提升，同时针对【好】等级的商品钱前台有搜索量扶持，您叶可以看到浏览加权前后的效果对比。新品表现可视化（每个新品有分数及等级）计分维度可视化，可针对性优化等级【好】的商品可获得搜索量扶持分数越高获取的流量扶持就越多等级【好】的商品可获得搜索量扶持分数越高获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

蜂巢分是算法根据以下五边形维度及子项计分得出，每个维度的计分权重由算法决定，营销能力和店铺综合能力相对较高。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