A complete guide to JD.com’s operations and promotion plans!

When I was working on JD.com operations this year, I wrote an operations plan, thinking it would be helpful to novice operators. After all, this plan took me nearly a whole morning to complete. It gives a general interpretation of various aspects of JD.com operations, and I hope that this JD.com operations plan can be helpful to newbies who have just entered JD.com operations. In fact, it is not only the operations of the JD.com platform, but some of the entire e-commerce platforms use this method, that is, some people handle the details well, while others handle them poorly.

1. Traffic is the root of everything

1. Free traffic

Search traffic : Most of the store traffic comes from search traffic, and search traffic is based on words. Big words attract big traffic, and small words attract small traffic. Currently, the ranking of search words is controlled by brushing orders.

1. Keywords: In the small category of cross-stitch, keywords are not that important. In addition to increasing the traffic of the keyword "cross-stitch", we can also customize a high-conversion long-tail word for each cross-stitch. For example, "cross-stitch brings prosperity to the family and harmony". If you see the first one on PC or APP, it will surely increase a little traffic and perhaps the conversion will be good.

2. JD SEO : This idea comes from the experience of doing Baidu SEO. The drop-down words in JD search should be based on the same principle as Baidu's drop-down words, that is, the greater the search volume in a short period of time, the higher the ranking, and it changes according to the market conditions. I think it can also be manipulated manually. For example, if we want to brush a drop-down word "cross stitch Jinbi", it will probably take some time to pull down this big word, but I haven't tried it. Just to give an example, we can search for "cross stitch Jinbi" on JD frequently according to the IP switching. It's best to browse it normally, repeat it hundreds of times a day, test it for a month, and then search for "cross stitch" again to see if there is a drop-down word "cross stitch Jinbi". If so, this traffic cannot be underestimated, and curious people will click on it.

3. Product basics: search traffic, as the name suggests, is the traffic that searches for a certain keyword and then visits the product. At this time, the title of the product becomes very important. We can add various hot search words in the title. It is best not to add words that are not related to your product. In this way, there will be a certain amount of traffic under each hot search keyword. There are also the main picture and the price. The first thing you see is the main picture, and then the price. If it is appropriate, you will visit the product. Another is promotion, such as "free shipping for merchants", "coupons", "discounts for purchases over a certain amount", "gifts", etc., which are all catalysts for customers to visit your product. Of course, customers also see reviews and praise rates, which I will not talk about.

Content marketing : This is marketing limited to the JD platform, similar to soft-text marketing, but you can publish more than just articles. You can also publish buyer shows, products, pre-sales, trials, flash sales, etc. You should try new things, there may be some small surprises. These contents will be displayed on brand headlines, APP store pages, WeChat shopping, and Juxiang. This is similar to running your own media. You have to persist and post more things that are useful to the target group.

Off-site traffic: This is similar to being a Jingtaoke user yourself. Most people who do Jingtaoke Taobao have either resources or technology. What we are talking about is the technology-related Baidu SEO, search engine optimization. When users don’t understand something, will they search on Baidu? Suppose they want to know about cross-stitch, they will search on Baidu "What brand of cross-stitch is good?" Can we get this word on the Baidu homepage through question-and-answer platforms, blogs, forums, B2B, classified information platforms and other websites, and add our store links and a wave of self-boasting, can we attract some traffic? This is just a small example.

2. Paid traffic

I know that there are three types of paid promotion: Jingdong Express, Jingtiaoke and Jingdong Direct Investment.

JD Express: It is divided into ordinary plan and overseas investment plan. There is no big skill in the overseas investment plan. All you can control is to offer the right price at the right time. Another thing is to use flexible application category blacklist, SKU blacklist, negative words and other components. As long as there is output, keep it. Of course, those with ROI lower than 1 should be taken seriously and optimized. If there is no other way, delete it to avoid loss. Delete it if there is high click and high cost without output for 30 days.

There are many ways to play with the ordinary plan. Commonly used ones include modifying the delivery time, delivery area, daily budget, recommended search bids, keyword bids, etc. Suppose I make an ordinary plan and set up several promotion units in it, one for normal delivery, one for a limited area, one for raising bids, one for adjusting keywords, etc. In this way, I can see the advantages and disadvantages of this product under several plans.

Jingtiaoke: Similar to Taobaoke, but both are the same, both are off-site promotions that are independent of the platform. I believe that the best people are operating both at the same time. This is quite complicated. I have done it for a few days, but failed to stick to it for various reasons.

JD Direct Investment: Before I learned about it, I thought that JD Direct Investment's delivery channels were various website ad spaces, software ads, pop-up ads, and the like. After learning about it, I realized that these are what Haito recommends. JD Direct Investment's main delivery channels are Tencent social platforms, including QQ client, QQ space, friends network, daily selections, TIPS, WeChat, mobile QQ, mobile alliance, etc., as well as the Toutiao news information platform. Both platforms have hundreds of millions of users, so there is no problem in attracting traffic. The disadvantage is that the conversion rate is too poor.

2. Conversion is the guarantee of sales

3.Basic settings of the product

Product price: Price is a very important factor. Appropriate pricing can greatly improve conversions.

Product main picture: Everyone likes to see good pictures, but no one likes to read long paragraphs of text, so a creative and novel main picture is also a good idea to increase conversions.

Product evaluation: The three steps for most customers to buy products are to look at the pictures, look at the price, and then look at the evaluation. The three evaluations with pictures pinned at the top are a must for the main models, and it is best to have them for ordinary models. If the bad reviews are pinned at the top, then. . . I have a deep understanding of this.

Baby Q&A: The first time I saw baby Q&A was on Taobao, but JD.com also has it now. It’s no wonder that it was invested by Ma, and a lot of technology has been taught. Any account can ask baby questions, regardless of whether you have purchased it or not, but the answers are limited. The system automatically reminds people who have recently purchased it to answer within a limited time. If you do this well, it will be easy to ask and answer your own questions, and the position of the Q&A display is also very good, so it is necessary to do Q&A. (However, there is a possibility that those who have a bad influence on the baby will be selected to answer, which is also quite troublesome, but I haven’t encountered it yet)

Product activities: There is no need to say much about this. Things like promotions, discounts, gifts, coupons, etc. can not only be set up officially, but you can also do some product activities yourself, such as product buyer show activities to encourage buyers to post pictures and reviews, etc.

Product details page: On Taobao and Tmall, merchants pay more attention to the details page. On JD.com, perhaps because not many people see the details page, they don’t pay much attention to it. In fact, if we can let very few people see our high-quality details page, we can also improve conversion.

Product details: Details refer to a broad range of things, mainly slogans and sku names. I have tested the slogans for individual products. A good slogan can attract more orders for the product. If it is not set or not set properly, it may result in fewer orders. In general, the slogan should specifically state the various discounts of the product, after-sales guarantee, product quality, service, etc., and this detail will pass.

I specifically looked at the details of the sku name for several top-ranked products. Only a very small number of people set this. They added some buyer tips in the sku name, such as "recommended for novices", "high-end atmosphere", "exclusive for living rooms", etc. to tell buyers some exclusive value of this product.

4. Customer service pre-sales work

Basic customer service scripts: We can organize a complete set of professional scripts for buyer inquiries, shape the store brand style, and make buyers impressed by our services, including making corresponding systematic questions and answers to various questions from buyers.

Customer service inquiry conversion rate:

1. Customer service response time is crucial. Pay attention to the golden 6 seconds and respond quickly.

2. Customer service should make good use of interjections such as "ah", "oh", "yes", "na", etc., and avoid answering in a too stiff tone, so as not to affect the customer experience

3. Communicate and make suggestions to customers like a friend, which will make customers feel caring and facilitate transactions.

4. Appropriate use of emoticons increases affinity and promotes transactions

5. Ask 70% and listen 30% to recommend the right product to customers

6. Activities need to be notified in advance and there should be a proactive marketing awareness

5. Understand customer psychology

Crowd positioning: The so-called crowd positioning is not the approximate gender, age, preferences, etc., but a more detailed analysis.

Take our cross stitch as an example. First, we need to understand cross stitch:

According to Baidu Encyclopedia, calligraphy embroidery is an ancient ethnic embroidery with a long history. Homemade cross-stitch handicrafts have always been prevalent in the daily lives of many ethnic groups in China.

What kind of people does cross-stitch mainly attract? What kind of people are the most numerous?

We can immediately think of women, housewives, mothers, cross-stitch enthusiasts

From ancient times to the present, women have grown up through embroidery and sewing, which is a common feature of women.

So what age group are the women in?

Most of them are probably between 30 and 50 years old, because people in their 20s may have just started working and don’t have that much time to spend on cross-stitching. We can think of this:

Related products: Imagine a 30-50 year old woman, married, a full-time mother, who spends a lot of time at home every day and wants to do something to kill time. When she thinks of cross-stitch, what might she worry about?

She was worried that she didn’t know how to embroider, the product would not be the same as the actual product, the product quality, the delivery speed, etc.!

This is crowd targeting.

Pain point marketing: After knowing our target group, how should we carry out corresponding marketing for the target group? According to the concerns of customers, make corresponding countermeasures and explanations to relieve customers' concerns. Add pain point copywriting to places where customers frequently view products, such as slogans, titles, detail pages, etc.

3. After-sales service is the heart of the store

6. After-sales basic work

Evaluation reply: No matter it is a good review, a bad review or a neutral review, as long as the reviews are meaningful, we will reply to them all. Of course, the neutral and bad reviews will be replied to first. Make corresponding questions and answers based on the customer's reviews. If you have time, you can select some high-quality positive reviews (more words are meaningful) and make some thank-you replies to make customers remember your store deeply.

Customer retention: For customers who have not paid or have cancelled their orders, call them to inquire about the situation and reasons. Of course, this also requires a set of scripts, and you cannot just call and question blindly.

7. Post-sales customer retention

Some people on Taobao and Tmall are doing this. They find out some customers who have a good influence on the product (they can be screened from the positive reviews), reply to their reviews and lead them to QQ groups or WeChat groups, treating them as a group of high-quality customers, or spreading good word of mouth for you. Of course, no one will be idle to help you promote, so you have to give them some benefits, coupons, gifts, etc. Maybe this group of people is the magic weapon for your new product to break O.

Related reading:

1. E-commerce operation plan: entry-level e-commerce operation plan from 0 to 1!

2. E-commerce operations: 6 tips to teach you how to make e-commerce materials!

3. E-commerce operations: 3 viewpoints, let’s talk about online/offline traffic thinking!

4. E-commerce operation: Social marketing product planning for e-commerce promotion (with practical cases from large companies)

5. E-commerce operations: Do you have a strategy for obtaining high-value traffic?

6. How to manage an e-commerce operation activity?

Author: Zhong Chubing

Source: Zhong Chubing