The refined operation strategy of the 11-year-old Tmall store

During the Spring Festival, in order to create a festive atmosphere, I bought parent-child outfits and was impressed by the meticulous operational details of this 11-year-old store. Today, from the perspective of Taobao user journey map, let’s analyze the refined operation strategy of this store.

01. Case Overview

Company Name: Shandong Seventh Commune Clothing Co., Ltd.

Company industry: E-commerce

Brands: D7-SEVEN (Seventh Commune), Lemon Qu, etc.

Analyzed Brand: Seventh Commune

Main categories: parent-child wear, couple wear

Brand positioning: Parent-child couple clothing manufacturing expert

Company Profile:

Shandong Seventh Commune Clothing Co., Ltd. was founded in 2004. It is Taobao's first e-commerce company integrating R&D, design and sales of couples' and parent-child clothing. In the 16 years since its establishment, the company has undergone many reforms and innovations. It currently has more than 150 employees and its headquarters has four major centers: e-commerce operations, live broadcast operations, warehousing and supply, and product research and development.

After years of hard work, the Seventh Commune has always adhered to the original design intention of "GO FUN GO LOVE!", continuously integrating the design resources of first-class domestic and foreign fashion brands, and focusing on creating every product that is interesting based on Chinese local culture. It aims to excite the world with fashion and fun and bring loving and interesting products into thousands of households. It is one of the top 10 brands of parent-child clothing and couple clothing in China.

Disassembly purpose: Analyze how Taobao stores operate in a refined manner

Disassembly type: Store refined operation strategy

02. A brief introduction to user journey maps

❖Definition of User Journey Map

The so-called user journey map is the process from the user's initial contact, to participation in various aspects, and then to the final result.

A user journey map can focus on one specific part of a story or provide an overview of the entire experience. Either way, it should always mark a key interaction between a customer and your organization.

During these interactions, you’ll discover how your users are feeling, what their motivations are at each stage of their journey, and surface any questions they might be asking as they interact with each touchpoint.

❖The role of user journey maps

The user journey map is user-centric and analyzes the interaction process between users and products. By analyzing the behaviors, emotions, touch points, etc. of users’ interactions with products, we can understand users’ pain points, better optimize products, and enhance user experience.

Specific needs may include:

• Understand the user journey landscape;
• Experience user pain points through changes in user emotions;
• Analyze the conversion of each stage and funnel to find pain points and opportunities in products/designs/processes;
• Analyze and optimize each touch point: such as the location and number of touch points, rationality and necessity, design issues of touch points, and operation of touch points;

Of course, different analysis objectives and usage scenarios may have different effects on the analyst.

For example, design students will pay more attention to the design part, user operations will pay more attention to the user experience part, and merchant operations will pay more attention to how to reach users through refined operations of various touch points, and reversely infer how merchants can enhance/improve service quality/experience, and increase order conversion rate, etc.

Personally, I think this is also a necessary part of a business's refined operations, otherwise the so-called refined operations are just empty talk. If you don’t understand the user journey at all, and don’t know their needs and pain points, then what are you doing with refined operations?

As an expert on business operations, this article will focus on the refined operations part.

❖ User journey includes factors

Actor: Someone who goes through the journey. These are the people you follow – they represent your user base, or other people you are interested in researching.

Scenario: is the specific journey you want to map.

Journey Lifecycle: refers to the activities that an actor will go through during the journey. During each activity, you will monitor the actions they are taking (i.e. researching, discussing) as well as their thoughts and emotions (i.e. frustration, happiness, thoughts of changing allegiances). All of these activities define the entire journey and all the points of potential interactions.

After analyzing these three factors, you can then sort out the user contact points, pain points and opportunity points to get a complete user journey map.

A typical user journey map looks like this:

Image source: uxren

03. Taobao’s User Journey Map

Of course, there are many types of user journeys, some with clear needs and some without clear needs, and different journey maps can be drawn specifically for them.

Let’s take my example again and see what my Taobao journey map looks like.

User: Yuemo

Demand: Yes, I want to create a festive atmosphere and buy red parent-child outfits

Behavior: Have a need - log in to Taobao - search for parent-child outfits - view more products (main image, title, price, etc.) - click on a product - view details - add to cart - search for parent-child outfits again - view products again - click on a product - view details - add to cart - compare - ask about size - make a decision - place an order - wait for delivery - receive delivery

Of course, if users do not understand Taobao, they may compare it with competing products, such as what is Taobao? What is the difference between it and Vipshop? What is the difference with JD.com? There will be a simple competitive product analysis.

Based on my behavior, I can probably draw a user journey map like this.

I divided the five stages and my pain points in each stage into three time periods: before, during and after placing an order:

• Understanding Taobao: I don’t know where to get reliable information;
• Finding products: I don’t know which parent-child clothing products are good and cost-effective, and they must be unique and not have the same clothes as others;
• Place an order: Many express delivery companies have stopped sending orders. You should choose a company that is still operating during the Spring Festival. You should be able to receive the order before the Spring Festival. The delivery and logistics should also be fast.
• Fulfillment and delivery: Many express delivery companies have stopped delivering goods. You need to choose one that is still operating during the Spring Festival. You need to receive the goods before the Spring Festival, and the delivery and logistics must be fast.
• Receipt/evaluation: None yet.

During these stages, of course different users have different behaviors and pain points. For the platform, the platform's contact points can be comprehensively analyzed. Stores can use the platform's various contact points to interact with users to carry out refined operations and improve conversions.

In the article "Let's talk about how merchants can refine their operations from the perspective of "Ali CCO reverse value-added services", Yuemo once analyzed similar methods that may include the following refined operations: (If you have read it, you can ignore this part)

1. Open the APP: This is more difficult, and merchants cannot control it. They can only push it through the platform to encourage users to open it. However, the platform’s push functions such as push, in-site messages, etc. are generally not open to merchants. What merchants can do is to push it to your old customers through IM, etc.

2. Browse products: If you want users to browse your products, you have to show them in public domain traffic. Including search, rank sorting, personalized recommendations, paid advertising, marketing activities, etc., to promote more exposure of products. You must have a sufficient understanding of the platform rules and know how to obtain traffic.

3. Click on the product: If you want users to click on the product, on the one hand, there must be a match, and on the other hand, shooting and drawing are also very important;

4. Traffic details/stores, etc.: The details page is very important. You need to explain the features and advantages of your product, the benefits to users, and how to prove it. This is the FABE rule in sales. Of course, users will also look at the store design, which is also very important.

5. Consultation/ordering: Some users like to place orders silently. You only need to provide details to meet their needs. Some users will have consultations. On the one hand, you can train your customer service staff to have relevant skills. On the other hand, if your reception capacity is limited, Ali Xiaomi, the CCO of Ali, can help you at this time.
(You can turn to the end of the article to view the specific content of this type of article) The overall logic has certain similarities, but the analysis angles are different.

04. How does the Seventh Commune use user journey maps for refined operations?

According to my journey map, which is divided into five stages, what did the Seventh Commune do?

Stage 1: Understanding Taobao:

Since I am an old Taobao user, I can ignore this process and jump directly to the next stage;

Phase 2: Finding Products:

For girls, this is a complicated process. It involves various processes such as finding products, comparing prices, making decisions, etc. I don’t know which one is better, more cost-effective, etc. For example, I have these behaviors:

Search for parent-child outfits—View more products (main image & title & price & number of payees)—Click on the product—View details—Add to cart—Search for parent-child outfits again—View the product again—Click on the product—View details—Add to cart—Compare—Inquire about size—Decision

Because I have a clear demand, I directly search for the product by using the keyword "parent-child wear". During this stage, the Seventh Commune took several actions:

1. Purchase the keyword "parent-child clothing" and rank first: Open a through train, purchase the keyword "parent-child clothing", rank first in the advertising space, occupy the user's mind, and tell the user that my home is good and ranks first. Of course, due to keyword matching issues, the natural ranking is also relatively high.

2. The main picture directly demonstrates the value: activities & activity time + reference price, other main pictures may be added, optional colors and corporate culture, etc.; solve my pain points such as cost-effectiveness, festive, original, and no collision;

1) The main picture of the style I bought: whether it is the shooting method or the style, it gives people a warm and interesting feeling.

2) The main picture of the T-shirt that appears when searching for "parent-child wear" now shows not only the activity, but also the corporate culture: it is loving and interesting enough. Optional colors are also added in the lower left corner to fully reflect the value of the product. It makes people feel that it is a brand with warmth and love.

3. Add the words [Open during Chinese New Year] directly at the beginning of the title: Since I made the purchase a few days before the Spring Festival, many express deliveries have stopped sending. This store directly added the words [Open during Chinese New Year] to the title. Solve the problem of fast delivery and fast logistics.

(Since the event has been over for more than a month, the main picture and title have also changed accordingly. The overall style is only for everyone. The main picture is taken from the screenshot in the consultation order, and the title is taken from the screenshot of the order details page)

4. Consultation and reminders can improve conversion rate: Reminding orders can improve order conversion rate, which is a necessary action. The Seventh Commune directly designs it into automatic reply content, as shown in the figure below. Although this step in the process is a good one, it is not targeted enough because we do not understand the real reason why the user did not place an order.

Stage 3, placing an order:

For users, placing an order is just one action. The Seventh Commune has the following actions:

1. Confirm the order: Most merchants have done this, so I won’t explain it in detail here.

2. Related combinations increase the average order value: After confirming the order, related combinations were pushed immediately. The sweatshirt I bought was paired with pants. On the one hand, the combination is reasonable, and on the other hand, users do have demand for it, and it can also increase the average order value.

3. Advance notification of clothing washing and care precautions: This is considerate and can also reduce the rate of negative reviews and order returns. At the same time, remind yourself to post your orders in advance.

4. Automatically add cashback products to order details: remind you to get cashback by posting orders.

Stage 4: Fulfillment and delivery:

For users, it is just a matter of waiting for delivery and receipt of goods. The Seventh Commune has done the following:

Shipping reminder: remind the delivery progress

Stage 5, Receipt/Evaluation:

For users, it is just a matter of receiving the goods. The Seventh Commune has done the following:

1. The background displays the receipt, triggering a reminder to sign for it, while confirming receipt and reminding you to provide a picture review.

2. The user did not manually "confirm receipt" to trigger the confirmation reminder, and at the same time reminded to give a full score rating.

Perfect?

From occupying the user's mind with purchasing keywords before the user places an order, to optimizing the main picture/title to bring warmth to the user, to various reminders after the order is placed, the entire link is perfect.

Although I don’t know all the transaction data of this store, judging from the visible dynamic ratings, the dynamic rating in the past six months is 4.9, 95.19% of the positive reviews are 5 points, and the cumulative number of transactions is 20,172.

Compared with similar stores such as Shiliuhongle and vqb flagship store, the dynamic scores are not much different, but the overall number of transactions is quite different.

(Of course, this is an incomplete statistic. There are too many companies that make parent-child clothing. Most of them are non-core businesses. They make clothing, children's clothing and parent-child clothing. I am not sure which one is the best among those who specialize in parent-child clothing. I randomly found a few companies for comparison. Students who know about this can leave a message to communicate.)

Having said that, you thought that was the end of it, right? No, it’s more exciting later, so keep reading.

05. What else?

In the fifth stage, the delivery and evaluation stage, the Seventh Commune also took some actions to bring a user experience that exceeded expectations.

1. Carefully designed personalized packaging bags: Personality is fun.

2. Add QR codes in various ways to divert traffic to the official account and build your own private traffic pool;

1) Add the QR code on the return registration form on the back of the delivery note:

(Forgive me for keeping the list that I tortured for several months)

2) Design a beautifully designed club card with a QR code on the back, reminding you "Congratulations, you have received a 40% discount on in-app purchases"

Although the chance is very small and there is a high probability that they are lying to me, I still feel a sense of surprise.

3) Carefully designed hang tags, clothing buckles, and QR codes.

3. Official account operation:

1. Use content and activities to spread corporate culture and brand concepts and inspire users;
2. Add exclusive customer service and customize sweatshirt prints;
3. Equipped with mini programs to promote private domain traffic conversion;

To summarize:

The above actions break down the overall strategy of the Seventh Commune's refined operations.
Strategic actions start from the user journey map and involve the entire process before, during, and after the user places an order.

• Product: original design, excellent quality , this is the fundamental;
• Marketing: Paid and free traffic are used to capture the minds of users , of course, there is live broadcasting, and they may also sign up for other activities, which are not analyzed here for the time being;
• Conversion: From main picture design to title optimization to order details, as well as customer service reminders, order progress reminders, product maintenance reminders, order sharing reminders, etc., to promote conversion;
• Brand building: On the one hand, original designers guarantee the quality and originality of the products; on the other hand, family portrait photography techniques, movements, and tones are used to create a warm brand, highlighting the corporate culture of "go fun, go love" everywhere, which is also in line with its own corporate mission: to make life more exciting with trendy and interesting clothing;
• In terms of packaging design: Packaging is also part of the brand, and various details are also in line with the brand style. Exquisite and fun design permeates every part of the product , including hang tags, club cards, return and exchange cards, etc.
• In terms of private domain traffic: on the one hand, use various channels to add public account QR codes to promote the conversion of public domain traffic to private domain traffic; on the other hand, use activities/content to attract users and use mini programs to carry orders ;

This combination of refined operations provides users with an experience beyond their expectations. It can only be described in two words: perfect!

If you ask, can I use this method directly? Can!

Whether it can achieve the effect you expected is unknown. You also need to practice experiments to hone your own refined operation path. After all, different industries have different categories and channels, and of course there are also factors such as time, place, and people.

Author: Yuemo Channel

Source: Yuemo Channel