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Hướng dẫn Chiến lược Kinh Doanh TikTok Shop Shopping Center

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Hướng dẫn Chiến lược Kinh Doanh TikTok Shop Shopping Center

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Published: 2023-11-04 · Source: crawler_authoritative

Tình huống

Người bán trên TikTok Shop muốn hiểu và tối ưu hóa tính năng Shopping Center để tăng doanh thu GMV. Shopping Center là cổng thương mại điện tử mới của TikTok Shop mang đến lưu lượng truy cập từ thị trường ngách.

Insight

Shopping Center là tổ hợp các cổng thương mại điện tử bao gồm Search (Tìm kiếm), Shopping Center Recommendations (Gợi ý), Promotion Channels (Kênh Khuyến mãi), Store (Cửa hàng). Chiến dịch 10.10 tại Indonesia năm 2022 đạt GMV tăng 148%, trong đó 17.7% đến từ Shopping Center. Một case study thực tế: seller mới tham gia TikTok Shop 3 tháng đạt 55% GMV từ các nguồn ngoài Livestream và video ngắn (20% từ Search, 30% từ Store, 5% từ Recommendation). Shopping Center Analytics cung cấp dữ liệu về doanh thu, đơn hàng, lượt xem, tỷ lệ chuyển đổi, giá trị đơn hàng trung bình. Channel Conversion Funnel phân tích từ impression đến click (View-to-Click rate) và từ click đến thanh toán (Click-to-Order rate). Các nguyên nhân seller cancel order: hết hàng/sai giá, delayed shipping, hoặc TikTok Shop hủy đơn. Quy tắc Reviews tiêu cực: nếu sản phẩm có >40 đánh giá trong 60 ngày với >10% là tiêu cực và điểm <4.0 sẽ bị áp dụng biện pháp quản lý. Tiêu chí sản phẩm chất lượng cao: tiêu đề ≥10 ký tự, hình ảnh chính pixel ≥600x600px (khuyến nghị 1280x1280px), ≥3 hình ảnh chính không lặp lại, có video, thuộc tính sản phẩm ≥5, quần áo/giày dép phải có thông tin kích thước. Chiến lược sản phẩm: chọn sản phẩm bán chạy từ nền tảng khác, theo xu hướng TikTok Shop, hoặc tìm SEO tiềm năng chưa có nhiều sản phẩm phù hợp qua Data Dashboard > Market Analytics > Keyword Rankings > Potential Terms.

Hành động

Tối ưu tiêu đề sản phẩm bằng SEO phổ biến bao gồm Thương hiệu, danh mục, tính năng. Tham gia các chương trình Khuyến mãi qua Seller Center > Promotions > Campaigns > Đăng ký Flash Sale/First Order Offer. Sử dụng Product Diagnosis module trong Product Analytics (Seller Center > Data Compass) để nhận diện sản phẩm kém hiệu quả. Duy trì Late Dispatch Rate ≤4%, Seller Cancellation Rate ≤2.5%. Đặt giá cạnh tranh không cao hơn các nền tảng khác để tăng tỷ lệ chuyển đổi và曝光. Tối ưu hình ảnh sản phẩm, tiêu đề, mô tả để cải thiện View-to-Click rate. Sử dụng công cụ marketing như Pricing cạnh tranh và coupon để cải thiện Click-to-Order rate. Theo dõi Product Rankings để xác định sản phẩm bán chạy nhất trên từng kênh và tối ưu sản phẩm có doanh thu thấp trong tìm kiếm.

Kết quả

Chiến dịch 10.10 tại Indonesia đạt GMV tăng 148%, trong đó 17.7% đến từ Shopping Center. Seller case study đạt 55% GMV từ các nguồn Shopping Center.

Điều kiện áp dụng

Áp dụng cho tất cả người bán trên TikTok Shop sử dụng Shopping Center. Late Dispatch Rate yêu cầu ≤4%. Seller Cancellation Rate yêu cầu ≤2.5%. Sản phẩm bị quản lý nếu có >40 Reviews trong 60 ngày với >10% tiêu cực và điểm <4.0.

Nội dung gốc (Original)

Business strategy guide for Shopping Center04/11/2023What is the shopping center?The Shopping Center helps stores generate more revenues. The shopping center is a new e-commerce portal provided by TikTok Shop to bring sellers traffic from vertical markets and not just interest. Sellers can optimize their search results and product management capabilities to attract more users. Sellers can also decorate their store pages and retain and manage private domain traffic.What are the benefits of the Shopping Center?As seen from last year’s 10.10 campaign in Indonesia, GMV generated through TikTok Shop skyrocketed to 148%. Of which, 17.7% was contributed by Shopping Center channels such as Search, Recommendations, Campaign Promotions, and others.As an example, we observed a seller who had only been onboarded TikTok Shop for three months. Out of their total Gross Merchandise Value (GMV), 20% was generated through Search, 30% from Store, and 5% from Recommendation made by the Shopping Center. This means that over 50% of their GMV was derived from sources beyond just LIVE streams and short videos. How to access the Shopping Center?The Shopping Center is a combination of e-commerce portals like search, Shopping Center recommendations, promotion channel, stores, etc. These portals take on different forms, such as live streams, short videos, and product cards.Search: The Shopping Center features a search bar where shoppers can easily search for products & contents, and sellers can optimize their product titles and content headlines using popular keywords to improve the visibility of their products in the search results.Shopping Center recommendations: The Shopping Center provides product recommendations on various pages, such as the product details page, after-purchase page, and ranking list pages. Through these landing pages, sellers can optimize their product information and adjust inventory and prices based on conversion rates from exposure to purchase.Promotion channels: Includes flash sale and other promotion channels.Store: Store includes products and accounts. Sellers have the ability to customize and decorate their stores based on shopper profiles and product preferences to enhance the overall shopping experience.Other: Messages, sharing, shopping cart, etc. Search（In Shopping Center）Promotion ChannelRecommend（In Shopping Center）StoreDefinitionIn the Shopping Center search, shoppers can toggle between tabs such as “Top,” “Shop,” “Videos,” “LIVE,” etc., each of which leads to different search genresTop → Account, Videos, LIVE, Product cardsShop → Product cards, store, LIVEVideos → Short VideosLIVE → LIVEslimited-time promotions to encourage buyers to make an immediate purchaseIn the Shopping Center, when shoppers are browsing, products, LIVEs, and short videos are automatically showcased to them.Homepage Recommend: on the Shopping Center’s homepage, the products, LIVE streams, and videos will be showcased to usersYou may also like: after clicking on a product, scroll down the description page to the bottom of the page, other similar products will be showcasedShopping cart: other products in same store will be recommended in shopping cart when placing orderStore often appears in search results or can be accessed through the product description page.User Perspective(screenshot)To display products on this channel（0-1）No effort neededApply for the promotion campaignMeet basic requirements to be recommendableNo effort neededTo gain more exposure on this channel（1-10）Optimize product title, add relevant keywordsActively Attend more activitiesOptimize product details page & Post more short videosDecorate store pageHow to interpret data insights with Shopping Center analytics?Shopping Center analytics aims to help sellers understand the overall business performance of Shopping Center, including the revenue breakdown of different traffic channels, the conversation efficiency of traffic, and the benchmarking for Shopping Center related business.Business PerformanceCore DataGain powerful insights into your Shopping Center revenue and exposure with Shopping Center Analytics. This tool provides crucial data points such as revenue, orders, items sold, clicks, buyers, click-transaction conversion rate, average order value, exposure-click conversion rate, viewership, refund amounts, and more. You can directly access the Shopping Center Analytics page through this link >>To clarify trends, click “Compare” and select two metrics, like product views and conversion rate to identify if products are converting traffic. Analyze the setting of promotion timing, product selection, and optimize if the conversion rate per viewer is low.（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）Channel AnalysisChannel ConversionGain powerful insights into your sales channels with Shopping Center Analytics. This tool allows you to view crucial data points such as exposure, revenue, product additions to carts, conversions, refunds, and traffic conversion funnels for each sales channel (search, Shopping Center recommendations, stores, promotion channels, etc.).The traffic conversion funnels provide detailed information about user retention and loss rates at each layer of the funnel, from users viewing the product, to clicking on the product details page, and ultimately making a purchase. These insights enable sellers to identify areas that need improvement in their sales funnel and take steps to optimize the user experience to drive more sales.Impression to click conversion rate / View-to-Click rate: it measures how many users clicked on the product after being exposed to it. Sellers can improve this metric by optimizing their product images, titles, and descriptions to make them more attractive to users.Click to paid conversion rate / Click-to-Order conversion rate: it measures the percentage of users who made a payment after clicking on the product. To improve this metric, sellers can use marketing tools such as competitive pricing and offering coupons to incentivize buyers.How to conduct a Funnel Conversion Analysis:Shopping Center Analytics allows sellers to view revenue data and conversion rates for each sales channel, enabling them to implement targeted optimizations to improve performance.Example - Flash Sale Conversion RatesBy clicking on “Flash Sale”, sellers can view revenue, exposure, refunds, and conversion rates for their flash sale. These metrics help sellers understand the revenue gained through Shopping Center promotions and make informed decisions about future sales strategies.（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）Channel Product RankingsGain powerful data insights to view top-performing products for each sales channel. Additionally, the tool enables sellers to identify products with high exposure, revenue, and conversion ratios.How to utilize Product Rankings:2 ExamplesTo identify the best-selling product under the Flash Sale channel, sellers can select “Flash Sale”. Sellers can increase the frequency of their top-selling products’ participation in campaign promotions based on the ranking list.Selecting the search channel in Shopping Center Analytics, scroll down to see the product lists, which shows sellers a product list that are generating less revenue in search if sorted by less revenue. By referencing the images and titles of best-selling products, sellers can optimize the underperforming products to improve their sales performance on the platform.（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）How to generate actionable insights to improve Shopping Center GMV?Product Optimization: Identify underperforming products and optimize their details for more exposureProduct DiagnosisIdentify Underperforming Products To quickly identify and optimize products with revenue drops or issues related to exposure, conversion, product information quality, or service experience, sellers can use the Product Diagnosis module in Product Analytics, accessible through Seller Center > Data Compass. This module automatically identifies underperforming products, making it easy for sellers to take corrective action and improve their sales performance on the platform. Optimize Your ProductsIdentify Revenue Dropping Products Regularly check product diagnosis to identify decreased revenue and determine causes like seasonal changes, promotion strategies, or unexpected issues. Develop a plan to optimize sales through pricing adjustments, promotional changes, improved descriptions, or other improvements. Investigate reasons for decreased revenue, hover over metrics for insights, and take action to optimize products or adjust sales and marketing strategies. To determine the reason behind a drop in revenue, click on View Details to visit the product details and view the main sales channel for which the product has seen a revenue drop, such as creator, livestreaming or videos. （Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）Identify Low traffic & Conversion rate productsCasesActionsHigh traffic but low conversion of a product may be due to excessive promotion during livestreaming.Low conversion rates of products indicate viewers are interested instead of purchasing. Analyze if it’s due to pricing, shipping fees, discounts, or unclear descriptions and compare with similar stores.Low traffic but high conversion rate means the product is more attractive to customers. Consider promoting these products more in livestreams and videos.Identify products that need to improve information Identify products with high exposure but poor information quality. Click “View Products” to view which product information page, titles, images, descriptions, and categorization need an improvement.Identify products with high NRR (negative review rate) and other experience issuesIdentify products with high complaint, negative review or return rates due to quality issues. Resolve quality problems and update products based on received feedback.Title optimizationWhy should I optimize my product titles? A good product title has the brand name, category, features, and characteristics for easy keyword searches. Accurate and informative titles attract more users and help products target their audience better.Product Details OptimizationWhy should I optimize my product details?High-quality product pages with good titles, images and descriptions can help products gain extra exposure and higher conversion rates.Optimize Product DetailsMake an optimization checklist❌Low quality✅ High quality🏆 How to AchieveUnqualified titleQualified titleNumber of title characters (including spaces) > 10 no repeated stacking👍The first image has no product subjectThe first image has the main body of the productThe main body of the product in the first image is clear, the recommended pixel is 1280 * 1280px, the white background image, and the non-splicing image👍👍👍The main image has low definitionThe main image has high definitionThe main image is clear, the ratio is 1:1, the pixels are > 600 * 600px, and Chinese is not included (except for the brand logo)👍Number of main images < 3Number of main images ≥3Number of main images > 3 and do not repeat👍Main image repeatsMain image does not repeatDescription unsegmentedDescription Segment & has imagesDescription segmentation, mixed graphics and text👍👍With Chinese informationNo Chinese information No videoHas a videoUpload video👍👍👍Sales Attributes No MapSales Attributes with images & Not RepeatedSales attribute configuration images, and the matching images of multi-SKU attribute values are not repeated👍👍Number of product attributes filled in < 5Number of product attributes filled in ≥ 5Fill in the number of product attributes ≥ 5👍👍👍No sizing informationIncludes size informationClothing, shoes and boots category products, including size description information, the main image, product description, and Size Chart can be imported👍👍 Represent basic requirements👍👍Represents quality requirements，👍👍👍The higher the degree of achievement, the higher the quality of product informationOperations Optimization: Gain extra exposureKey MetricsLate dispatch rate: The proportion of orders which take five or more days after the order date to update the order status to ‘shipped.’ Sellers should maintain a late dispatch rate of 4% or lower.Seller cancellation rate: The proportion of orders canceled due to causes attributable to the seller out of all orders during the past 15–45 days. Keep this at 2.5% or lower.Causes of order cancellation that are attributable to the seller include:The product is out of stock or the price is incorrect.The consumer cancels the order due to delayed shipping by the seller.The order is canceled by TikTok Shop.Negative review rate: One-star or two-star ratings by consumers are counted as negative reviews. A product will be subject to management measures if it has received more than 40 reviews in the past 60 days of which more than 10% are negative reviews, and its score is lower than 4.0.Offer competitive pricesThe price offered by the seller is competitive if it is not higher than those on other platforms. A competitive price can help the product gain higher conversion rates and extra exposure.Higher conversion rates: A lower price helps motivate users to buy the product.Extra exposure: A competitive price can help the product gain more recommendations on the platform and therefore more exposure.Participate in more promotionsProducts involved in promotions can attract more traffic. Users are definitively interested in promotions, and promotion pages on the platform also brings in more traffic, meaning that products participating in promotions can be viewed by more users and generate more revenue.Promotion types: Flash sale, brand, first order offerPromotion registration path:Seller Center > Promotions > Campaigns > Find flash sale/first order offer and registerProduct Assortment Planning: What products to prioritizeProduct Selection:By Sales Performance: choose high-sales products from other platforms at competitive prices.By Popularity of Category: view best sellers and revenue-increasing products on TikTok Shop to identify the market trend on TikTok ShopBy popular consumer search: Sellers can find keywords that have been frequently searched for recently but do not have many relevant products via Data Dashboard > Market Analytics > Keyword Rankings > Potential Terms and offer products based on these potential terms to increase sales.Is the content above helpful?Next A Step-by-Step Guide to Launching New Products on TikTok ShopTable of contentsWhat is the shopping center?The Shopping Center helps stores generate more revenues.What are the benefits of the Shopping Center?How to access the Shopping Center?How to interpret data insights with Shopping Center analytics?Business PerformanceCore DataChannel AnalysisChannel ConversionHow to conduct a Funnel Conversion Analysis:Channel Product RankingsHow to generate actionable insights to improve Shopping Center GMV?Product Optimization: Identify underperforming products and optimize their details for more exposureProduct DiagnosisIdentify Underperforming ProductsOptimize Your ProductsIdentify Revenue Dropping ProductsIdentify Low traffic & Conversion rate productsIdentify products that need to improve informationIdentify products with high NRR (negative review rate) and other experience issuesTitle optimizationOperations Optimization: Gain extra exposureKey MetricsOffer competitive pricesParticipate in more promotionsProduct Assortment Planning: What products to prioritize

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