The most comprehensive e-commerce operation guide in 2020

E-commerce has emerged since we started trying to sell things online, such as Taobao and JD.com in China, and later short video shopping platforms such as Kuaishou and Douyin. Fundamentally, it is about selling things online. Prices and promotions are constantly promoting transactions. Essentially, the reason I started shopping online was just to save money, but now I shop online every time. The most comprehensive reason is that e-commerce is developing faster. It can take as little as 12 hours from purchase to delivery. Today I will share some operational tips on how to operate e-commerce. I hope it will be helpful to you in preparing for the upcoming Double Eleven.

1. E-commerce positioning

1. Before opening a store, you need to consider three issues:

What products do you have? Who are you going to sell to? What are your advantages?

2. Opening a store is ultimately about competition. You can succeed if you have the strength to compete with your peers.

For example, if you are a well-known brand owner, you have a low-cost high-quality source of goods, you have many loyal fans, you have exclusive resources that cannot be replicated by your peers, you have very strong strength to engage in price wars with your peers, etc., these may help you operate a store successfully more quickly. If not, please see the next item.

3. If you don’t have any of the above advantages, you can just open a mediocre store.

The most important things at this time are: choose relatively high-quality products, sell them at relatively low prices, provide relatively unique services, and interact with customers frequently.

4. What type of store do you want to open ?

Flagship store? Specialty store? Or C store? It can be said that each type of store has its own advantages and can be successful. It mainly depends on which type your product is more suitable for. 1) Those with well-known brand resources are most suitable for opening Tmall flagship stores; 2) Non-well-known brands with unique advantages are suitable for opening Taobao corporate stores or Taobao C stores. After becoming a well-known brand, Tmall will invite you to open a flagship store; 3) Offline wholesale markets are suitable for opening specialty stores or franchise stores; 4) If you do not have any advantages, we advise you not to open a store.

5. You need to know your category

At the beginning, it is best to choose categories that you are familiar with, choose consumers that you are familiar with, and choose products that you are familiar with, so that you can sell the products more easily. If you don’t understand these, please learn more about them first.

6. You need to be the first consumer of your own store.

Imagine if the products sold in your store cannot attract you to buy them, how can you attract other customers to buy them? Therefore, before opening a store, find some reasons to attract yourself to buy. This way, you can attract other customers to buy your products.

7. Your store should have a story.

Nowadays, stores are highly homogenized. When a customer is faced with several stores offering the same products and prices, it is difficult to attract him to buy in your store. If you are a store with a story, you can immediately bring customers closer to you. When customers are having trouble making a decision, your story will help them decide where to buy. What is a store with a story?

8. Discover your own operational advantages

For example, is it a one-person operation or a team operation, what are you good at, planning, copywriting, or image processing, do a good job in copywriting, and then carry out the operations on the content that you are responsible for every day. Plan your trip.

2. E-commerce Operation

To run an e-commerce business, you need a team, planning and data analysis. A good e-commerce operator must have at least the following capabilities:

1. Ability to conduct market analysis: including market trends, category analysis, price positioning, future category growth rate, and brand share.

2. Ability to analyze data: including market data, product data, customer data, competitor data, keyword data, etc.

3. Ability to diagnose stores: including traffic trends, product sales, marketing strategies, promotion effects, and event performance.

4. Ability to layout the entire store: new products, potential models, store-wide promotion or single product promotion? Reasonable pricing?

5. Ability to control the overall situation: How to allocate team work? How can I assist with the design? How to manage a team? How to plan annual sales?

6. Ability to conduct operations and promotions: operational ideas and practical skills, search SEO optimization, promotion of through trains and diamond exhibitions, off-site traffic, Taobao Affiliate and self-media promotion.

7. Ability to develop marketing strategies: new product discounts, holiday discounts, clearance sales, event promotions, free shipping for purchases over a certain amount, and package marketing.

8. Data integration capabilities: data analysis, data-driven operations, store operation data summary table, daily operations table, activity recommendation table, etc.

Does it feel complicated? Forming a team can solve your problem, but what about individuals? Just focus on solving the problem and simplify it.

Let me give you an example: the example is a maternal and child store

1. Store Status
2. Through Train
3. Promotion
4. Content Marketing
5. Promotion
6. Expected results

1. How to determine the sales data of a store?

Mainly look at: daily visitors, monthly average traffic average order value, payment conversion rate, sales volume, number of paying buyers

What-if analysis through data analysis

Visitors: 80 Traffic: 300-400 Orders: 60 Payment rate: 3.5% Sales: 15,000 Payment: 60

Problem found: Traffic is unstable. Live streaming has traffic, and new products may have traffic. Normal stable flow rate is low

1. Through Train

As for how to play the through train, everyone has their own opinions. I will talk about the most basic testing method here. You need to test the through train yourself and find your own method.

1. Test first, 30 yuan test

Remember the test method: Region Magnify keywords throughout the day

Example: region selection, template placement for second- and third-tier systems, long-tail main word pc0.1 wireless0.2 for wireless terminals

1. Operation improvement skills
2. In the early stage, the system population is not set up, and the investment is opened first to improve the matching quality of keywords.
3. First-level keyword matching bonus and guess you like

3. Promotion

1. Whole store delivery plan

2. Product launch plan

4. Content Marketing

1. Content marketing, to put it simply, is writing content for buyers to read. What kind of content can make your product more attractive to buyers is what you should consider. For example, if your product is targeted at working women, and you write a news article about sports, do you think it will attract them? Therefore, you need to analyze your audience portrait through the market conditions in Business Advisor to understand the age, occupation, gender and even purchasing power of the audience for your product, and determine the direction and format of your content based on your audience.

If you want buyers to choose you among many contents, you need to make a "title party" to stimulate buyers' curiosity. For example, the working women mentioned above are definitely concerned about workplace outfits and hairstyles, so your title can be "You are only one piece away from being the queen of the workplace." Then insert relevant products into the content appropriately, which will definitely arouse their desire to buy! It sounds simple, but how to do it? Generally speaking, there are two aspects:

1. Private domain micro-Taobao list, store content buyer show, question and answer short video, etc.
2. Public Domain

Taobao headlines have good stuff, must-buy list, love shopping, Taobao live broadcast expert homepage, ask everyone

5. Promotion

The core of promotion is click-through rate. Why should we increase the click-through rate of paid promotion?

1) People with higher click-through rates have higher demand and are more likely to make a purchase;

2) The higher the click-through rate of the through train, the higher the quality score will be, thus reducing the cost per click;

3) The higher the click-through rate of the Diamond Ads, the lower the cost per click.

How to increase click-through rate?

1) Think of yourself as a real customer and imagine what elements are most attractive to customers? Is it quality, price, brand or something else?

2) Extract the elements that attract customers into pictures and texts, conduct horizontal testing, and finally select promotional materials with high click-through rates.

3) During the sales process, more elements that attract customers are extracted through customer service chats and customer comments after shopping. The same method is used for horizontal testing to select promotional materials with high click-through rates.

4) During the promotion process, observe the click-through rates of different plans, then increase the bids and budgets for plans with higher click-through rates, and reduce the bids and budgets for plans with lower click-through rates, thereby improving the overall click-through rate.

The higher the store visitor value, the better.

How to increase visitor value? 1) Increase average order value; 2) Increase conversion rate; 3) Increase repurchase rate.

The lower the store visitor cost, the better.

How to reduce visitor costs?

1) Increase free traffic;

2) Improve the click-through rate of paid promotions;

3) Reduce the cost per click of paid promotions.

What should we do if traffic costs are becoming increasingly expensive?

The answer is:

1) Expand product categories based on existing products and increase customer spending;

2) Increase conversion rate by adding gift boxes, gifts or added value;

3) Increase repurchase rate by maintaining old customers.

6 Expected Effects

A basic store operation is enough. The operation is simple but not easy. But it is very much aimed at beginners and above.

3. Others

1. customer service

For e-commerce platforms, customer service is very important. It is a factor in completing orders and after-sales service. The customer service's response speed, typing speed, familiarity with the product, etc. are the most basic skills that customer service must master. If these skills are not mastered, please spend some time to do your homework first, so as to avoid some basic problems.

1) The core responsibilities of customer service are to guide customers to place orders, follow up on after-sales issues, handle negative reviews, etc.

Stores with the conditions can arrange dedicated personnel to follow up on after-sales issues and handle negative reviews. A few points that after-sales customer service needs to pay attention to:

1) Start working from the moment the customer takes the order. Observe whether the customer has left any messages and whether there are any special requirements for delivery. Try to meet reasonable requirements as much as possible. This is the first step to improve customer satisfaction. It will be too late to make amends after problems occur. 2) Remind the warehouse to ship the goods as soon as possible and follow up on abnormal logistics orders in a timely manner. Contact the logistics company to resolve any problems as soon as possible, and notify the customer in time to pay attention and apologize. 3) If the customer has any questions after receiving the goods and feedback to the customer service, be sure to follow up in time and help the customer resolve them as soon as possible. If the customer suffers losses due to product or logistics reasons, a satisfactory solution and compensation plan should be given to the customer as soon as possible. The only goal at this time is to satisfy the customer.

2) Even if you do the above, you may still get some negative reviews.

Because bad reviews are difficult to avoid, it is recommended to order a bad review reminder software so that you can be reminded at the first time, and the communication efficiency with customers is the highest at this time. When communicating with customers, you should understand clearly why they gave a bad review, and try to compensate them to satisfy them. Then it will be much easier to ask the customer to modify the bad review. According to my experience, direct cash refund is the most effective solution. You can start by giving customers a reasonable amount of compensation. If the customer is still not satisfied, you can increase the compensation amount. For most customers, they will help modify negative reviews after being given reasonable compensation.

3) However, there may still be some buyers who are unwilling to modify their reviews no matter how you explain and compensate them.

What should I do at this time? At this time, you can only reply to the customer's review, but you must pay attention to the skills of replying. There is no need to argue with the customer or explain too much in the reply. Instead, you should think about what other customers will think after reading this review?

2. Data Analysis

1. All problems of the store can be analyzed from the data

Starting from the data can help you find the key to the problem and make timely adjustments.

2. "Payment conversion rate" is the most core data of a store. Without conversion rate, everything else is out of the question.

1) The "payment conversion rate" should be greater than the "average of the same level of peers". The "payment conversion rate" means that the more popular your product is, the higher the visitor value is;

2) The store’s “payment conversion rate” is determined by the “payment conversion rate” of specific products. If you want to improve the store’s “payment conversion rate”, you should first improve the “payment conversion rate” of specific products.

3. Improving the "payment conversion rate" first and then increasing the "number of visitors" will achieve twice the result with half the effort.

The most important thing in analyzing the "number of visitors" is to analyze the "source of traffic", analyze the "quantity" and "payment conversion rate" of different traffic sources, find out the traffic sources with higher "payment conversion rate" and find ways to improve it, which can not only increase the "number of visitors" but also improve the overall "payment conversion rate".

4. The increase in “average order value” mainly depends on the unit price of goods and related sales.

1) Under the same traffic volume, try to direct the traffic to products with "high unit price" and "high conversion rate", and reduce the traffic of products with "low unit price" and "low conversion rate". This can directly increase sales and average order value. 2) Optimize product introductions, marketing activities, gift rules, customer service scripts, etc., and try to attract customers to buy more products based on their needs. The more they buy, the higher the average order value.

5. "DSR Dynamic Rating" is an indicator that reflects product satisfaction, logistics satisfaction, and customer service satisfaction. It is data that reflects customer satisfaction.

1) Although there are three scoring indicators, they are not independent. Improving any one indicator can promote the improvement of the three scores, because when customers are dissatisfied with one aspect, the other scores will not be high.

2) Product quality, logistics speed and customer service are the most basic requirements. If you do well in these three aspects, the "DSR Dynamic Rating" will generally not be too bad. 3) Giving customers extra gifts and surprises can increase customer satisfaction, thereby improving the "DSR dynamic score".

6. There is a lot of data related to the store

When you encounter a piece of data, think about the essence of the data, and then think about how to optimize the data.

7. Finally, please note that sometimes the data is wrong.

For example, the "payment conversion rate" of a pre-sale product is 0. How do we determine the actual conversion rate of the product at this time? The answer is to refer to the "order conversion rate" or directly manually count the number of pre-sale orders and then divide it by the number of visitors.

3. Competition

1. How does a store deal with competition from its peers?

The answer is: improve your store’s profit margin, click-through rate, and conversion rate. Here are the reasons: 1) Increasing your profit margins can help your store earn a little more than its competitors for every order it completes. 2) Increasing click-through rate can help your store attract more visitors at a lower cost. 3) Improving conversion rate can make more visitors to your store become customers.

2. Increasing the visitor value of your store can also improve your competitiveness.

Because the greater the competition, the higher the cost of acquiring visitors will be, and this is something you cannot change. However, for all stores, the cost of acquiring visitors will not differ too much. However, if a visitor to your store can generate more sales than other stores, then at the same traffic cost your store's sales will be higher and the profit will be higher. How to increase the visitor value of your store?

1) Improve the attractiveness of your products, thereby increasing conversion rates and allowing more visitors to become your customers;

2) Expand product categories based on customer needs and do a good job of cross-selling to increase customer unit price;

3) Understand the shopping frequency and activity rhythm of customers, and contact consumers through CRM systems, Diamond Ads, WeChat and other channels in a timely manner to increase repurchase rates.

3. In any industry, most of the profits belong to the industry leader, and the rest can only get a small share.

So how to become number one in the industry? The answer is: disrupt the existing industry or cultivate a niche industry. 1) It is difficult to disrupt an industry, but every industry is constantly being disrupted. 2) If it is not possible to directly disrupt an industry in the short term, then you can segment your customers and only provide better solutions for a certain group of people, thus becoming the number one in this segment. When the customers in this industry segment are very satisfied, you can expand to a wider range of people.

IV. Conclusion

For e-commerce, traffic is equivalent to opportunity. Trying methods and strategies to increase traffic to your own store and increase product sales are the requirements that determine performance. It is necessary to be able to sell goods at home and place orders in the studio. Now the sources of traffic are diversified. Short videos, articles, and live broadcasts may all be opportunities for a store to become popular. The most important thing is to seize the time. I hope this article can help you.

Author: Qinghao

Source: Kuoyi Culture Media