Xiaobai wants to run e-commerce operations? These points should be mastered

If a newbie in e-commerce wants to get started in e-commerce operations , he must first ask himself how much he knows about this job and how much interest and passion he can put into this job. Otherwise, you will feel so tired at work every day and want to die as soon as you start working, and you will only be making things difficult for yourself.

01

E-commerce operations are extremely complex and systematic. It is possible that you have studied for a long time but have only learned the basics. Moreover, e-commerce operation is a career that requires continuous accumulation and practical operation. You may not be able to last more than a month or two before thinking about resigning. What operating procedures, operating skills, various auxiliary software, various data analysis, if your brain capacity is not enough, it will probably take you several days to digest one knowledge point.

Let us first understand what the core of operation is: operation is a big integration of (capital chain + product + supply chain + promotion + service + team). Operations are about straightening out all links, making overall "regulations", and being responsible for store performance.

In fact, when you ask why operations are so difficult, the difficulty lies in the technical aspects. As long as you study hard, learn more, watch more, and practice more, you can basically master them. However, in terms of operational thinking, you really need to be flexible in thinking, have strong logic, be sensitive to data, and have a certain talent.

02

I have also seen people compare operations to "deploying troops in battle formations" and promotion specialists to "leading troops to attack a city." Indeed, when it comes to operations, you need to have your own systematic operational ideas, learn how to "thread the needle," be good at analysis and communication, and make all aspects of store operations run reasonably.

Moreover, there are many things to learn in e-commerce operations, and there is no distinction between learning first and learning later. You have to learn everything you should learn, because life is often not as "routine" as you imagine.

03

The basic skills that e-commerce operations must have:

You must be familiar with the environment and rules of the e-commerce platform: no matter which e-commerce platform, Taobao, Tmall, JD.com, Pinduoduo...all have their basic rules and regulations, and there are some bottom lines that cannot be touched. No matter how many operating skills and strategies you have learned, we must also be familiar with the platform rules, otherwise you will be game over sooner or later. Moreover, platform rules may change at any time, and operators must be able to adapt and adjust store planning in a timely manner to avoid unnecessary risks, or know how to seize opportunities brought about by the emergence of new rules to take the store to a higher level.

You must be fully familiar with the product. If you are not even familiar with the product you operate, how can you talk about operation? This is the same as the helmsman who is not familiar with the steering wheel and the direction of sailing. It is necessary to make corresponding planning and packaging according to the characteristics, functions, advantages, etc. of each product, and make adjustments based on the data after the product is put on the market...If you are not familiar with the product yourself, it means that the development direction you set at the beginning is wrong. In this case, not only will it not produce satisfactory/amazing operational results, it may even cause a lot of unnecessary losses in manpower, material resources and financial resources.

You must be familiar with various operational operations such as how to take products on and off the shelves, how to optimize titles, how to select keywords, how to design main images and details pages, etc. You can go to Taobao University, Tencent Courses or other websites to find some practical videos and try to operate it yourself. Not knowing how to operate is a fatal flaw. After all, your learning time at work is limited, so you can only take extra classes. It is not enough to just watch without taking action, and it is not enough to just take action without thinking. You must respond flexibly to various changes.

Be sure to be familiar with various traffic-generating and promotion channels: Traffic is the top priority of store operations. Operations must be familiar with various traffic-generating and promotion channels, know what kind of promotion channels are suitable for the store/product, and which promotion channels can bring healthy and more valuable traffic. At the same time, you should also pay attention to the "cost-effectiveness" of this promotion channel. After all, you are spending your boss's money. The more clearly we understand the characteristics and display principles of various promotion channels, the better we can make store promotion plans/programs, make good "strategic layouts", and control the "steering wheel", so that our stores/products can develop faster. Of course, familiarity is only to avoid directional mistakes and avoid pitfalls. What is more important is the operating skills of various promotion channels, which we need to continuously understand, master and optimize in the early, present and later stages.

Be sure to be familiar with various operating tools: for example, when doing Taobao, how to view Business Advisor, how to operate the Through Train, how to establish a plan, and how to set up Single Product Treasure and coupons. “If you want to do your work well, you must first sharpen your tools.” Operations can use a variety of tools to assist their work and achieve twice the result with half the effort. You must learn to look at data, all kinds of data, including the number of store visitors, changes in traffic, store transaction amount, payment conversion rate, store level, industry market, traffic loss, etc.

What we want to see is whether the changes in store data are within the normal range. If there are any abnormalities, we must make timely adjustments, which also requires you to have the habit of "reviewing".

Operations often emphasize entering data into tables, which means that one must learn to feel the rules behind the market as data changes, feel the development trend of a product, and how a successful hit is created.

An excellent operator will definitely check the data of competing stores from time to time, such as what products the competing stores are promoting recently, what promotion methods they are using, such as through train, diamond exhibition, Taoke, super recommendation, live streaming, etc., and what are the transaction keywords of the main promoted products. All of these need to be understood. On the one hand, it is to avoid excessive traffic loss to their own store and make timely adjustments; on the other hand, we can also learn different things through other people’s operation methods.

Continuously accumulate practical experience. A qualified operator must have very rich practical experience and have the experience of fully participating in the success or failure of every link in the creation and development of a product.

04

The market is changing dynamically. It may be one way today and another way the day after tomorrow. Store operations often do not remain the same. Rich operational experience can help stores turn danger into safety and turn defeat into victory in various market environments, while also avoiding a lot of unnecessary losses.

In the operation industry, it is taboo to "talk about it on paper". It is not that you can say that you have learned how to operate a store just by opening a store and selling a few orders, or by reading a few or even hundreds of so-called "great writers' practical articles". There are not so many rules and regulations in operations. You don’t have to go in a straight line or a curve. The more experienced the operator is, the more difficult it is to understand their operating methods, and the more difficult it is for ordinary people like us to understand.

If you have the opportunity, you can also try different positions, such as customer service, art design, etc. to hone yourself. I always feel that everyone should be in awe of their own profession and study it with a learning attitude.

E-commerce operation is a profound subject. What I know is just the basics, and what I write is also the basics.

Author: Yiyanshuo E-commerce

Source: Yiyanluo E-commerce