阿里巴巴中国站关键字搜索 API 返回值应用指南：电商营销新策略
作者：技术冰糖葫芦
- 2024-05-17 江西
本文字数：7659 字
阅读完需：约 25 分钟
阿里巴巴中国站的关键字搜索 API 为电商营销提供了丰富的数据和策略支持。以下是基于该 API 返回值的应用指南，帮助电商企业制定新的营销策略：
一、数据收集与分析
商品数据收集：通过 API 获取商品列表信息，包括商品 ID、标题、图片、销售量、价格、评分等关键字段。
销售数据分析：对 API 返回的销售数据进行深入分析，了解商品的销售趋势、用户购买偏好等，为营销策略的制定提供数据支持。
二、商品优化
标题与描述优化：根据 API 返回的销售数据和用户评价，对商品标题和描述进行优化，提高商品的搜索排名和点击率。
图片优化：利用 API 返回的商品图片链接，对商品图片进行优化处理，确保图片清晰、美观，提高商品的吸引力。
价格策略：根据商品成本、市场需求和竞争对手的价格，利用 API 返回的销售数据进行定价分析，制定更具竞争力的价格策略。
1688.item_get
公共参数
请求参数
请求参数：num_iid=610947572360
参数说明：num_iid:1688 商品 IDsales_data:&sales_data=1 获取近 30 天成交数据 agent:&agent=1 获取 1688 分销代发价格数据
"num_iid":601824709263, "title":"韩版仿兔毛围巾秋冬毛毛围巾学生毛毛绒围脖冬季女套头防寒户外", "desc_short":"", "price":"2.2", "total_price":0, "suggestive_price":0, "orginal_price":"2.2", "nick":"_sopid@BBBEbRNm7OS0uGCXPJucMBy2w", "num":3786174, "min_num":2, "detail_url":"https://detail.1688.com/offer/601824709263.html", "pic_url":"https://cbu01.alicdn.com/img/ibank/11921650503_1818272533.jpg", "brand":"", "brandId":"", "rootCatId":0, "cid":325, "crumbs":[
], "created_time":"", "modified_time":"", "delist_time":"", "desc":"<div id=\"offer-template-0\"></div><div > </div>\r\n<div ><span ><strong> <span >材质：双面仿兔毛毛绒面料，</span></strong></span></div>\r\n<div ><span ><strong><span >不掉毛（不是薄薄的单面哦）</span></strong></span></div>\r\n<div ><span ><strong ><span >厚款3.39元</span></strong></span></div>\r\n<div ><span ><strong><span ><span >普通款2.38元</span></span></strong></span></div>\r\n<div ><span ><strong><span ><span >每条围巾都是独立OPP袋子包装，放心选购！</span></span></strong></span></div>\r\n<div ><span ><strong><span >现货供应，厂家直销，没有中间商赚差价，有大量可以谈价，有量有价</span></strong></span></div>\r\n<div ><span ><strong><span >（抖音，快手，直播电商福利品，天猫，淘宝，PDD，跨境电商供应商）</span></strong></span></div>\r\n<div ><strong><span ><span ><span >这款围巾是不掉毛的，有些激光高温裁剪残留的浮毛，抖抖就好了哦。</span></span></span></strong></div>\r\n<div > </div>\r\n<div ><span ><img src=\"https://cbu01.alicdn.com/img/ibank/O1CN01emutXa27pyd6vYZzm_!!2206475177847-0-cib.jpg\" alt=\"undefined\"/><br/><strong>此图拉拉袋包装的为客户定做款（大货是OPP透明袋独立包装）</strong><br/><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01kFnNOl1MP9H5642lo_!!2272041426.jpg\" align=\"absmiddle\"/></span></div>\r\n<div ><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/TB2lZSUX7iHJuJjSZFjXXcGvXXa_!!2272041426.jpg\" align=\"absmiddle\"/><img src=\"https://img.alicdn.com/imgextra/i2/2272041426/TB2rvmVXYSGJuJjSZFqXXXo2pXa_!!2272041426.jpg\" align=\"absmiddle\"/></div>\r\n<div > </div>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01EKuyER1MP9LVqRODf_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01fH7zeu1MP9LXYMDb9_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01o03kWB1MP9LUPh2vD_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i4/2272041426/O1CN01zAl3p11MP9LTi5nZh_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01Zv9KBT1MP9LUIKRow_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01VlbKPj1MP9LU0NVFN_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i4/2272041426/O1CN01MjaoVZ1MP9LTiFjny_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i4/2272041426/O1CN01junsnm1MP9LX5bOdM_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i2/2272041426/O1CN014Dv2oq1MP9LU0KgIb_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i4/2272041426/O1CN01jNA7KZ1MP9LUHdDBF_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01JZW4Hn1MP9LUHd91D_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i3/2272041426/O1CN01nSbj2H1MP9LVqZ2mg_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p><img src=\"https://img.alicdn.com/imgextra/i4/2272041426/O1CN01HmPSpT1MP9LSDyrsr_!!2272041426.jpg\" align=\"absmiddle\"/></p>\r\n<p> </p>\r\n<p> </p>\r\n<div >..........</div><img src=\"https://www.o0b.cn/i.php?t.png&rid=gw-4.65990d0ea4c43&p=1778786759&k=92716&t=1704529167\" style=\"display:none\" />", "desc_img":[ "https://cbu01.alicdn.com/img/ibank/O1CN01emutXa27pyd6vYZzm_!!2206475177847-0-cib.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01kFnNOl1MP9H5642lo_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/TB2lZSUX7iHJuJjSZFjXXcGvXXa_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i2/2272041426/TB2rvmVXYSGJuJjSZFqXXXo2pXa_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01EKuyER1MP9LVqRODf_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01fH7zeu1MP9LXYMDb9_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01o03kWB1MP9LUPh2vD_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i4/2272041426/O1CN01zAl3p11MP9LTi5nZh_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01Zv9KBT1MP9LUIKRow_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01VlbKPj1MP9LU0NVFN_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i4/2272041426/O1CN01MjaoVZ1MP9LTiFjny_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i4/2272041426/O1CN01junsnm1MP9LX5bOdM_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i2/2272041426/O1CN014Dv2oq1MP9LU0KgIb_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i4/2272041426/O1CN01jNA7KZ1MP9LUHdDBF_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01JZW4Hn1MP9LUHd91D_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i3/2272041426/O1CN01nSbj2H1MP9LVqZ2mg_!!2272041426.jpg", "https://img.alicdn.com/imgextra/i4/2272041426/O1CN01HmPSpT1MP9LSDyrsr_!!2272041426.jpg" ], "item_imgs":[ { "url":"https://cbu01.alicdn.com/img/ibank/11921650503_1818272533.jpg" }, { "url":"https://cbu01.alicdn.com/img/ibank/11921665153_1818272533.jpg" }, { "url":"https://cbu01.alicdn.com/img/ibank/11884953047_1818272533.jpg" }, { "url":"https://cbu01.alicdn.com/img/ibank/11954549050_1818272533.jpg" }, { "url":"https://cbu01.alicdn.com/img/ibank/12483429103_1818272533.jpg" } ], "item_weight":"", "item_size":"", "location":"浙江省 金华市", "post_fee":"", "express_fee":"", "ems_fee":"", "shipping_to":"", "has_discount":"", "video":"https://cloud.video.taobao.com/play/u/2206475177847/p/1/e/6/t/1/238604472723.mp4", "is_virtual":"", "sample_id":"", "is_promotion":"", "props_name":"0:0:颜色:红色;0:1:颜色:黑色;0:2:颜色:白色;0:3:颜色:灰色;0:4:颜色:杏色;0:5:颜色:粉色;0:6:颜色:咖啡色;0:7:颜色:米色;0:8:颜色:卡其色", "prop_imgs":{ "prop_img":[ { "properties":"0:0", "url":"https://cbu01.alicdn.com/img/ibank/11884977080_1818272533.jpg" }, { "properties":"0:1", "url":"https://cbu01.alicdn.com/img/ibank/11954549680_1818272533.jpg" }, { "properties":"0:2", "url":"https://cbu01.alicdn.com/img/ibank/11921650503_1818272533.jpg" }, { "properties":"0:3", "url":"https://cbu01.alicdn.com/img/ibank/11921680795_1818272533.jpg" }, { "properties":"0:4", "url":"https://cbu01.alicdn.com/img/ibank/11954549050_1818272533.jpg" }, { "properties":"0:5", "url":"https://cbu01.alicdn.com/img/ibank/11921689268_1818272533.jpg" }, { "properties":"0:6", "url":"https://cbu01.alicdn.com/img/ibank/11954552765_1818272533.jpg" }, { "properties":"0:7", "url":"https://cbu01.alicdn.com/img/ibank/O1CN01PtW77W27pyekEhcAt_!!2206475177847-0-cib.jpg" }, { "properties":"0:8", "url":"https://cbu01.alicdn.com/img/ibank/O1CN01t2Q1ci27pyjXB0fxo_!!2206475177847-0-cib.jpg" } ] }, "property_alias":"0:0:红色;0:1:黑色;0:2:白色;0:3:灰色;0:4:杏色;0:5:粉色;0:6:咖啡色;0:7:米色;0:8:卡其色", "props":[ { "name":"品牌", "value":"高着" }, { "name":"编织方法", "value":"经编" }, { "name":"功能", "value":"保暖" }, { "name":"适合季节", "value":"冬季" }, { "name":"货号", "value":"WJ618" }, { "name":"产地", "value":"浙江义乌" }, { "name":"款式", "value":"中长" }, { "name":"颜色", "value":"红色" }, { "name":"颜色", "value":"黑色" }, { "name":"颜色", "value":"白色" }, { "name":"颜色", "value":"灰色" }, { "name":"颜色", "value":"杏色" }, { "name":"颜色", "value":"粉色" }, { "name":"颜色", "value":"咖啡色" }, { "name":"颜色", "value":"米色" }, { "name":"颜色", "value":"卡其色" }, { "name":"主要下游平台", "value":"淘宝" }, { "name":"主要下游平台", "value":"京东" }, { "name":"主要下游平台", "value":"ebay" }, { "name":"主要下游平台", "value":"亚马逊" }, { "name":"主要下游平台", "value":"wish" }, { "name":"主要下游平台", "value":"快手" }, { "name":"主要下游平台", "value":"速卖通" }, { "name":"主要下游平台", "value":"天猫" }, { "name":"主要下游平台", "value":"独立站" }, { "name":"主要下游平台", "value":"LAZADA" }, { "name":"主要下游平台", "value":"拼多多" }, { "name":"主要下游平台", "value":"抖音" }, { "name":"有可授权的自有品牌", "value":"否" }, { "name":"是否跨境出口专供货源", "value":"是" }, { "name":"上市年份/季节", "value":"2021年秋季" }, { "name":"宽度(CM)", "value":"12cm" }, { "name":"风格", "value":"百搭" }, { "name":"风格", "value":"优雅" }, { "name":"风格", "value":"极简" }, { "name":"风格", "value":"休闲风" }, { "name":"风格", "value":"时尚OL" }, { "name":"风格", "value":"简约" }, { "name":"风格", "value":"欧美" }, { "name":"风格", "value":"轻奢风" }, { "name":"风格", "value":"chic风" }, { "name":"风格", "value":"高级感" }, { "name":"面料名称", "value":"毛绒" }, { "name":"风格分类", "value":"时尚通勤" }, { "name":"处理工艺", "value":"经编" },复制代码
三、个性化推荐
用户画像构建：结合 API 返回的用户购买历史和浏览行为数据，构建用户画像，了解用户的购物需求和偏好。
个性化推荐算法：利用 API 返回的规格参数和关联信息，结合用户画像，为买家提供个性化的商品推荐。通过推荐相似或搭配的商品，提高用户的购买转化率。
四、库存管理
实时库存监控：通过 API 返回的库存信息，实时了解商品的库存状况，制定合理的补货计划，避免库存积压或缺货现象的发生。
库存预警系统：设置库存预警线，当库存量低于预警线时，自动触发补货流程，确保商品供应的及时性和稳定性。
五、营销活动策划
限时折扣：结合 API 返回的销售数据和市场需求，制定有针对性的限时折扣活动，吸引更多买家购买。
满减优惠：根据用户购买习惯和商品关联度，设置满减优惠条件，提高订单金额和客单价。
会员专享：针对会员用户设置专享优惠和积分兑换活动，提高会员用户的忠诚度和复购率。
六、竞品分析
竞争对手商品信息获取：通过 API 获取竞争对手的商品信息，包括价格、销售量、评价等关键指标。
竞品分析：对竞争对手的商品信息进行分析比较，了解竞争对手的优势和劣势，制定相应的竞争策略。
七、多渠道营销
社交媒体营销：利用社交媒体平台（如微博、微信等）发布商品信息和优惠活动，扩大品牌曝光度和用户群体。
内容营销：通过撰写高质量的电商文章、发布视频教程等方式，吸引潜在用户关注并了解商品信息。
线下活动推广：组织线下活动（如展会、促销活动等），与潜在用户进行面对面交流，提高品牌知名度和用户信任度。
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