资料收集工具——快速打造宝贝描述

     很庆幸,在卡一电商里面有自己的理论与实践的机会,从而可以开发系列的电商工具。

     在前面《页面描述特征模型》中介绍了一个具有劝说能力的商品描述所需要具备的页面特征。但,往往我们会遇到一个问题:电商策划人员和生产专家,具有不同的“语言”,策划人员需要一个中间工具去收集页面描述特征所需要的商品信息。而这个信息,只有生产专家才知道。现实情况,这些专家往往不知道该从何说起。于是,我们需要解决两个问题:

1、快速挖掘生产专家知道的商品信息,供你所用;

2、尽可能齐全而又高效的收集这些信息,避免来回与生产专家沟通导致效率低下。

这里,结合我在卡一电商里面的咨询经验,制作了一款资料收集表。

(备注:该工具适用于更新频繁的服装行业。)

一、电商产品基本信息收集

1、灵魂式信息
信息点 解读内容
工艺解读  
材质解读  
流行元素解读  
设计理念解读  
版型解读  

2、商品参数信息

这里就不提供基本表格,依据各个商家信息自行定制;

二、商品优势

优势点(按重要性排序) 为什么 如何证明
     
     
     
     
     

 

三、商品好处

好处类型 带来怎样的好处?(每一点用一句话描述)

情感满足
(亲情、爱情、友情)

 

时事引导
(时尚、流行、自信)

 

 

四、使用场合

 

场合地点 带来怎样的效果
办公  
夜店  
旅游  
……  

 

五、基础细节

1、填写用户所关注的商品基础细节(如版型、工艺、材质、外面、里面……)

细节点 细节解读
   
   
   
   
   
   
   

 

2、填写我们希望向用户展示的优势细节(如版型、工艺、材质、外面、里面……)

细节点 细节解读
   
   
   
   
   
   
   

六、证据

客服试用体验分享  
配套型关联  
同系(价格、款式)关联  
热销商品关联  

其次,关于商家实力、品牌故事以及售后等内容,由于都是通用的就不在这个范围考虑啦。

以上,6点内容,帮助我们收集服装行业商品基础信息。有了这些,就可以开始基础的策划工作啦。

34 thoughts on “资料收集工具——快速打造宝贝描述

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