SKU Naming Skills for E-commerce Operations

Seven SKU naming skills for e-commerce operations. Once e-commerce operators master them, e-commerce links can achieve a surge in sales.

There is a trick for e-commerce companies to generate more traffic and sales through links than their peers. That is, there must be at least one point in your links that can capture users, which is a bit like the opposite of the barrel principle.

You can make each plank very short, but as long as there is one that is super long, you can grab the users and make this link achieve a surge in sales.

For example, if your price is super low, I have seen links of those who reported 10 billion yuan subsidy, the main picture is ugly, the SKU is just a random name, and some are too lazy to even give reviews, but their sales are still high, why? Because the price is low. One trick can make you successful .

You compete with me in terms of internal strength, and I compete with you in terms of price. To see who is better, of course the lower the price, the stronger the competitiveness. Price is only one point. There are also functions. For example, if others cannot provide whitening function, but you can, you have an advantage. Similar points, as long as you have one in your link, it is enough.

This article will focus on the naming skills of SKUs, because most of our merchants have similar costs, the material production level cannot be outstanding, and everyone will be evaluated as S. When other wooden boards are the same length, SKU naming is the key to whether you can stand out from a bunch of competing products.

Remember, there are three factors that determine the sales of product links: price, main image, and SKU . I won’t mention the first two, and this time I’ll focus on SKU.

There are many ways to name SKUs. I have summarized the ones I could find so you can refer to them.

Method 1: Conventional nomenclature

Take mobile phones as an example. If I sell the latest model of iPhone 14, the conventional naming method is: iPhone 14 Black, iPhone 14 White, iPhone 14 Blue (random examples, for reference only), and the specifications are 64G, 128G, and 256G. The conventional naming method is suitable for products with well-known brands , and is mostly used by the brand's own stores. It is a standard way of playing.

If you are doing e-commerce operations for a brand, there is not much pressure on KPI assessment and you can name the SKU according to the basic specifications of the product. However, if you want to survive in the fiercely competitive e-commerce environment, you still have to try more advanced naming techniques, otherwise your traffic will be taken away by agents or competitors.

I have worked on a product for a well-known brand. When I saw their SKU naming when they launched a new product, it was a completely inferior approach. I guess the brand's requirements for profits are higher than face. They don't care whether the front end is high-end or not. What's important is the ability to bring in profits.

Method 2: Activity Naming

Let's continue with the example of mobile phones. You sell iPhone 14, and I sell iPhone 14. Our prices are similar. How can I let people buy from me instead of from you? Write an event in the SKU. For example: [Free tempered glass film] iPhone 14 new black model; iPhone 14 - free mobile phone case when ordering; iPhone 14 - buy 2 get 1 free and get Bluetooth headset;

Activity naming is the most commonly used naming method. Whether online or offline, using gifts to increase conversion rate is the most effective method. Gifts are the final push when consumers are hesitant to place an order. If there are gifts, they will place an order, and if there are no gifts, they will not place an order.

I have a link with a conversion rate of 10% because I gave away trial packages of equal specifications. If you remove the free gifts of the trial packages, that link will be lost among the other links.

Method 3: Functional naming

Let's take the mobile phone as an example. This time I'm selling the Yali 14, which is not as well-known as the Apple, but I want to grab Apple's users. What method should I use? Stack parameters and use functions to target users.

For example: [100 million pixels] Yali 14 - with tempered glass; [300 days of standby] Yali 14pro - 5W mAh large battery; [Replacement if broken] The fighter among mobile phones - Yali 14;

The functional naming method is aimed at functional products. Users have weaker brand requirements and care more about functions. You can use this method, but remember to be legal and compliant. For example, you can say the 300-day standby time mentioned above, but you must have evidence to support your statement, otherwise you will be targeted by anti-counterfeiting agents , and the loss will not be just a few hundred dollars.

Method 4: Hunger Nomenclature

This is an uncommon but advanced way of playing. This time, let’s take the iPhone 15 as an example. The iPhone 15 has not been released yet, but if it is released, it will probably be snapped up.

So there are such naming: [Limited to 299 units] Apple 15-will be taken off the shelves after they are sold out; (In fact, there is sufficient supply, and they will accept as many orders as possible, Pinduoduo is playing tricks); Apple 14-Limited time clearance with a discount of 1,000, the last day; (The SKU does not have a countdown function, so, you know).

I have never tried this way of playing, and I always feel that it is not normal. If you want to increase the volume in a short period of time , you can try to make a yin and yang SKU, and when the link weight is up, change to a regular SKU and enter the normal operation stage.

Method 5: Ma Bian Naming Method

The first time I heard the word Ma Bian was in a live broadcast room talking about e-commerce operations. They kept talking about Ma Bian and Ma Bian. After checking, I found out that it refers to scams. Taking mobile phones as an example, the Ma Bian naming method is: [Buy one get two] iPhone 14 + official mobile phone case; (Do you think that buying an apple will give you an apple for free? Naive, actually getting two refers to the phone + case).

I used this method to send out samples, and the conversion rate increased by several times. However, I received a lot of customer complaints, asking why I sent only one less quantity. In order to reduce unnecessary trouble, I changed the naming back to normal, and the effect was absolutely great.

There is also a limited-time promotion of [Buy rice crust and get an iron pan for free]; when you receive the express delivery, you may find that what you received is a mini iron pan as big as a fingernail, which is full of tricks, but it does not prevent people from making money in the early days. Now the platform is strict, and this way of playing is no longer possible. To put it nicely, it is a trick, and to put it bluntly, it is a scam .

Method 6: Combined naming

If you play this game well, you can greatly increase the average order value. I am in the category of washing and care products, and I have a through train. If a user buys one bottle, I lose money. If he buys two bottles, I break even. If he buys three bottles, I make money. So we should strive to name the combination and attract users to order multiple bottles.

Examples of naming: [Not worthwhile] 29 yuan per bottle; [95% are buying] 39 yuan for two bottles; [Stock up on 3 bottles] as low as 16 yuan per bottle. If you are a consumer, which one would you buy? At least two bottles. However, this method depends on the category. It is not applicable to all categories. It is better to combine it with reality .

Method 7: Low-price traffic generation

The last method is the most inconspicuous, but it is a must-have method: low-price traffic . Low-price traffic, increase link click-through rate, and then sales can be achieved. Taking Apple mobile phones as an example, everyone sells the iPhone 14 for 5,000 yuan. Mobile phones are nothing more than that. Every company sells the same. The only thing users consider is: whichever one is cheaper, I will go to that one .

So why do users click on your link? Because you have low-priced SKUs. For example, the black 32G iPhone 14 sells for 4999 yuan; the refurbished iPhone 14 sells for 3999 yuan. The two SKUs have a price of 3999 yuan.

Users will mistakenly think that your Apple 14 is sold for 3999, and click in out of curiosity. The probability of a transaction will be much greater than that of your competitors. Although some users will take it seriously and feel cheated, most of them can understand it.

Of course, the above is just an example. The actual low-price traffic diversion setting may not work. You should set it up according to your category. The above is just an idea, not a practical operation.

Finally, the above are some of the ways I have summarized for naming e-commerce SKUs. There are definitely many more ways to do it. You can also think about what effective methods you have seen in competitors’ products or are using, and share them.

When doing e-commerce, you still have to know some tricks, otherwise how can you compete with your competitors?

Author: Tiger Talks Operations

Source: WeChat official account: "Tiger Talks about Operations (ID: laohujiangyy)"