As one of the traditional two pillar snack industries in China, the candy industry has maintained a rapid growth trend, with a growing market share, which has always been considered attractive. Anhui Chaohu Junlong Food Co., Ltd. is a local candy enterprise. With good cost performance and core competitive advantages, together with the support of Ali platform, it has been able to make a figure in the third and fourth tier cities.
Anhui Chaohu Junlong Food Co., Ltd. is located on the south bank of Chaohu Lake, one of the five largest freshwater lakes in China. Founded in 1994, the company is mainly engaged in the production of candy chocolate and chocolate products. It also has an advanced production line of Taiwan style rice cakes, and has established a company in Shanghai - Shanghai Bolong Food Co., Ltd. 
The company's main products include: chocolate, chocolate products, toffee, toffee chocolate sandwich, milk candy, hard fruit candy, hard milk candy, soft candy, etc.
Assess the situation Transition line
Chaohu Junlong is a traditional family enterprise. Pan Yingya, the head of the company, has a strong interest in the e-commerce industry. As early as 2009, he opened Alibaba Integrity Store. However, due to the immature online environment, the store operation stopped after a period of time.
However, with the upgrading of Internet technology and the popularization of mobile Internet, traditional enterprises have suffered a huge impact. The offline business model has plunged many enterprises into survival crisis. At this time, Alibaba's online trading platform is rising day by day, and many traditional enterprises have moved to the e-commerce industry to quickly seize the online market, including Anhui Chaohu Junlong Food Co., Ltd. After reviewing the situation, Pan Yingya decided to regain the online market and return to the Ali platform again in 2017, so that the development of e-commerce regained hope!
Blind "burning money" has no effect
At the beginning of joining Alibaba, because the new products just launched in the store had no sales volume and less free traffic, Pan Yingya recharged 3000 yuan and launched digital marketing. Due to the tight work and time, Pan Yingya failed to communicate with the marketing specialist in a timely manner, which led to more or less mistakes in the process of fund measurement, drainage, keyword launch, etc.
However, due to the lack of professional knowledge and operating experience, Pan Yingya attributed the poor results to the platform factors, "Did Ali secretly reduce the power of my store? Why didn't the store rank? Why did they consume so much every day or have no business?" These problems were also questioned by many online store owners when they hit the wall.
Of course, Ali will not reduce the power of any store in an invisible way, unless the store is involved in violation of Alibaba's rules and is deducted points, leading to the weight of the store being reduced. 
After observing the operation of Chaohu Junlong Store, the digital marketing specialist summarized some problems existing in the store, such as: the time, region and keyword settings for product promotion are not accurate, the keyword settings are too few, and the main image title is not optimized accurately.
After the comprehensive guidance of the digital marketing specialist, Pan Yingya also made corresponding adjustments and remedial measures in a timely manner. He said that digital marketing plays a vital role in ranking. A poor ranking may be related to the setting or other related issues of the product. Without orders and sales, it is necessary to comprehensively analyze and solve the problem from the price, starting batch, details page and other factors of the product.
Break through the first place in the industry
By getting familiar with and mastering the digital marketing operation method, the overall operation level of Chaohu Junlong Store is constantly improving from product presentation, flow to payment process. Yingxiaobao and its first display function made the store rank fourth in the food industry and first in the chocolate single product industry in the Ali Index.
Ranking list of chocolate items ▲▲▲
Food Industry Ranking ▲▲▲
The reason why the store can counter attack is inextricably related to Pan Yingya's efforts. He believes that the most important thing is to have sufficient confidence in products and enterprise strength. After the opening of the store, Pan Yingya will continue to pay close attention to the computer end or mobile phone end every month. The first display of keywords with high transaction conversion will enable more consumers and potential customers to see the high-quality products and enterprise strength of Chaohu Junlong.
Now the market competition is so exciting. Even if Chaohu Junlong becomes the leader in the industry, Pan Yingya never forgets his original intention, and summarizes and shares some experience in running stores, hoping to help more 1688 integrity merchants.
1. Select core words+add long tail words: The common method is to select the core words first, and then add the long tail words in the search drop-down box;
2. With the help of the word selection assistant: In the word selection assistant of the business staff, search for core words, find related words, and try to select high-quality words that are large in presentation and high in transformation;
3. High quality long tail words: There is no sales volume in the early stage of new products, and hot words have no advantage in competition. At this time, you can choose more high-quality long tail words to drain, and such words often offer lower prices. Generally, high-quality long tail words are characterized by large presentation, small competition and high transformation.
4. With the help of Ali index: Select words from Ali index, and select words with good trading index.
5. The computer end and the mobile end must buy a first show, and the port that has not been bought will be promoted with Yingxiaobao, so that no business opportunity will be missed.
Store growth data ▲▲▲
Of course, the main function of the marketing treasure, the first display, is to lead. Whether a deal can be concluded depends mainly on the product. It is a waste to spend more money to promote poor products. Therefore, the style must be measured before the main promotion, and then the drainage must be carried out; Secondly, optimize the picture and detail page to further improve the conversion rate and improve the search ranking; Finally, the keywords should be selected accurately and must be related to the product. Do not put them randomly to avoid reducing the weight of the product, which will lead to lower search rankings. So, When using digital marketing, we must pay attention to four points: style, pictures, details and keywords.
In the market of the third and fourth tier cities, domestic manufacturers will continue to deepen their efforts. Health concepts and online marketing channels have become new competition hotspots for candy manufacturers. Chaohu Junlong stands out among local candy enterprises, which can not be separated from the importance of health concepts and the constant search for e-commerce operation knowledge.
Now Chaohu Junlong has stepped onto the right track, and the e-commerce team has become increasingly mature. Pan Yingya said confidently: "We will continue to follow the footsteps of 1688 in the future, and believe that there will be more challenges and business opportunities waiting for Chaohu Junlong". Perhaps in Pan Yingya's view, believing in the power of the Internet is believing in the future, and this is a truth when scientific and technological innovation is dominant?
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