sinovels Chapter 45 Internal Test Results
Chapter 45 Internal Test Results
Alibaba's headquarters.
Lin Mu's document contains statistics on the results of the "Buy One Item on the Go" feature, which was launched on its first day yesterday.
Eighty merchants participated, generating a total of 500 new orders on the first day. The most popular combination was "Tehaohe" milk with bread, which garnered 50 new orders.
Lin Mu looked at the data in the table, lost in thought.
The top-ranked combination in the table is milk and bread, followed by pork jerky and biscuits, and then a USB mini fan and computer cleaning wipes.
It was no surprise that the first two groups took first and second place; however, the fact that the third group took third place and achieved 15 new orders confirmed Lin Mu's guess.
Milk and bread are a common combination, and anyone with a sound mind would think of manually making that connection.
The idea of pairing pork jerky with biscuits was a clever idea he brought from later generations—creating a precise user profile and putting himself in the user's shoes: a user who can buy pork jerky on Taobao shouldn't refuse to try something new and have some other delicious snacks. So he linked it to a black gold crispy biscuit with many positive reviews and repeat purchases.
If the first two are normal connections that an ordinary Taobao customer service representative could think of, then the third group is the result of Lin Mu applying his experience from later generations.
This is the "strong scenario association" strategy used in later operations: put yourself in the user's shoes and imagine yourself in the same environment as the user. In the third-ranked combination, the main product image and details page of the USB electric fan mainly focus on office use, and most of the comments section are from office workers.
Lin Mu thought: Users who can afford to buy a USB fan to make themselves more comfortable must have a demand for quality of life, and it can almost be assumed that they are white-collar workers—ordinary workers would not and have no need to buy such a small fan.
Almost every office worker has a computer at their desk, and the computer screen inevitably gets dirty.
When he sees dust or stains on the screen while the fan is on, he might not think much of it. However, if he sees a pop-up ad for computer cleaning wipes, it might trigger a potential shopping desire, leading him to buy one.
As it turned out, Lin Mu's judgment was correct.
Moreover, a pair of products ranked 8th on the report also caught Lin Mu's attention—a combination of English postgraduate entrance exam questions and noise-canceling earplugs, which sold a total of 10 units.
At first glance, these are two completely unrelated things, but there is a lot more to them than meets the eye.
Lin Mu still uses the approach of user profiling + scenario empathy: Imagine, most people who can take the postgraduate entrance exam are in a state of anxiety. As college students, giving up the opportunity to enter the workforce and earn money, choosing to continue improving their education, is a decision inherently stressful, and users are likely in a state of suppressed, high-pressure life.
When they purchased past exam papers for the postgraduate entrance exam in English, a pop-up window appeared offering noise-canceling headphones, which directly addressed their real pain point—for example, listening to English tapes in a noisy dormitory environment, and wearing noise-canceling headphones could solve the problem directly.
Drop drop drop drop.
The message notification sound in the work group never stopped.
Lin Mu entered the group chat, which was created by colleagues in the technical department. Everyone in the group was a Taobao employee who had just gotten the chance to buy a gray-scale test item. They exchanged yesterday's results and product-related ideas, shared information, broadened their thinking, and brainstormed.
In the group, "Stone2006" said, "My winning combination yesterday was a toothbrush with Darlie mint toothpaste, which sold a total of 70 units. I feel that there is still a lot of demand to be explored in this kind of implicitly related combination."
In the group, "Fugui" continued, "I discovered two very interesting combinations: one is a laptop stand with a neck and shoulder massager, which sold 18 units; the other is a laptop stand with a height-adjustable computer desk, which sold 8 units."
He explained his thought process in the group chat: "My approach was from the user's perspective. Users buy laptop stands most likely because their chairs and desks are uncomfortable or have a height difference (too high or too low). So I wanted to directly address this pain point and linked it to height-adjustable laptop desks. And I was right; users who buy laptop stands do indeed have this need. As for neck and shoulder massagers, my idea was: users who buy height-adjustable laptop stands are most likely people who sit in front of a computer all day. I myself sit in front of a computer all day and often feel discomfort in my shoulders and back, so I bought a neck and shoulder massager to solve the problem. So I guessed that users might need one too, and I was right again."
The group members responded enthusiastically: "Fugui's idea is excellent and has great reference value!"
At this moment, someone asked, "Where are the geese? Are they in the flock? Let them share the experience too!"
At this moment, Lin Mu was silently lurking in the group. After reading everyone's discussion, he thought to himself: Fu Gui is indeed the future little prince of operations. His comprehension ability is much higher than that of the old Taobao Xiao Er in the group. It's a pity that he is still a little bit worse than me.
Lin Mu posted his report card in the group chat, saying, "Sorry I'm late, this is my report card."
Immediately, everyone in the group gathered around to look. Soon, someone pointed out, "Dayan, what's the connection between your third-ranked USB fan and computer cleaning wipes? I don't understand!"
Lin Mu explained, "This is about creating a user profile. You have to put yourself in their shoes. What kind of group of people would buy a USB fan? Actually, there's a clever way: just look at the comments section of the product link and see what kind of users are buying this product—I found that most of them are white-collar workers."
Lin Mu finished explaining his logical connections in detail.
At this moment, the sharp-eyed Fugui pointed out the combination that ranked tenth in Lin Mu's score and asked, "Dayan, I understand the logic behind your eighth-ranked English listening tape and noise-canceling headphones; they address specific pain points and are a good match. But what the heck is this tenth place? I completely don't understand what the connection is between a vacuum packaging machine and imported coffee beans? How could you still sell eight units?"
It's worth noting that today's champion in the group is a senior employee from Taobao's customer service department. He sold 2000 new orders on the first day of the gray-scale test launch. But this wasn't because he was particularly skilled; it was purely because he had abundant resources and a large number of merchants under his control.
他第一天上线就关联了800个商家。而林牧仅靠80家商家的资源，就做到了500单的成绩；要是他有800个商家资源，岂不是能做到5000单新增订单？
Moreover, many of the products associated with Lin Mu are high-priced items—such as the vacuum packaging machine and imported coffee beans that Fu Gui just mentioned, both of which have an average order value of over 100 yuan. Meanwhile, the Taobao staff in the group generally deal with strongly related, low-priced items, such as toothbrushes with toothpaste, shoes with socks, or televisions with dust covers.
Everyone was eager to hear Lin Mu's thoughts.