Jingdong store group refined operation skills

For a newbie, it is not easy to operate a store without source of goods, not to mention that there are more and more rules on the platform now. The editor has compiled some tips to help these novice operators quickly master the operation skills of JD’s no-source store group. So, what should they do?

First of all, you need to understand the basic structure of JD.com's e-commerce team, including operations and product research, product positioning, management classification, operations planning, product monitoring, data analysis, analysis execution and follow-up, etc. What kind of personnel are needed to operate a store? What is needed are team operations personnel, designers, store operations planning and maintenance personnel, SEO specialists, express delivery specialists and back-end customer service.

The following four points need to be done in the early stage of store operation when opening a store on JD.com

01Make product shooting plan and shoot product

02Plan product details production plan

03 Create product details page and main image

04Set product prices

The following eight points need to be done after the store is opened

1. Upload products;

2. Upload the homepage;

3. Create a mobile phone store;

4. Online store information;

5. Open T+1;

6. Open a WeChat store;

7. Choose the main product to create a hit;

8. Connect resources.

For a new store, the most important thing is what product or resource to promote in terms of traffic and conversion rate. Sales = traffic x conversion rate x average order value. So after opening a store, how do we retain customers? The operation of the entire online store can be divided into two parts, "attracting customers - retaining customers". The process of attracting customers to the store is "attracting customers", and the process of keeping customers is "retaining customers". The store's customer attraction work is carried out outside the store, which is called in-store promotion. In other words, store promotion is divided into two directions: outside-store promotion and in-store promotion.

What factors mainly affect the conversion rate of the entire store?

The first is the positioning of the product. Because the ultimate goal of the consultant to go to the store is to buy satisfactory products

The second is the product details page, which is the most important perceptual channel for customers to decide to buy.

The third one is customer service

Among these three factors, the detail page has the greatest influence. It determines whether customers can be retained and whether they decide to purchase directly, purchase after consultation, or leave. Next, let’s talk about what is the average order value? Average order value refers to the average purchase amount of all customers in an online store. The bounce rate refers to whether the page can retain customers. Another name for the click-through rate is the page reach rate, which determines the quality of the product elements in the traffic page. Page conversion rate refers to the conversion rate of a single product. The conversion rate of a single product can be seen in JD’s product statistics ranking. This number is used to judge whether our optimized page has improved or not .

The design of the page is all based on the customer's perspective

Arouse interest and reach customers' hearts; be realistic, combine function and purpose, and avoid being flashy; there are three main types of pages in an online store: category pages, store homepage, and product pages.

Category pages are meant to guide customers to pay attention to more stores;

The store homepage is used to divert traffic and display the store's image;

Product pages are an important channel to increase purchasing desire, improve competitiveness, stimulate consumers' purchasing determination, dispel doubts, and create secondary consumption.

Many people pay close attention to the homepage of a store, and think that the homepage is the facade of a store. It is very important for a physical store, but for an online store it is a browsing aisle, and its actual function is not as prominent as that of a physical store. Only a small part of the traffic from an online store will directly reach the homepage of the store, and it does not play a role in direct sales. Its main function is to divert customers here to other places in the store. Secondly, the homepage of an online store also serves the purpose of displaying the image.

Page design needs to consider five issues from the consumer's perspective

1. Why should I buy your products?

2. How can I make up my mind to buy your products?

3. How can I buy your products with confidence?

4. How can I buy more of your products?

5. How can I buy your products next time?

A good product character also needs to have elements such as amplifying desire, improving competitiveness, dispelling doubts, reasonable channels, and basic information. Clear, color consistent with the real object, details in place, selling points highlighted, and excellence pursued.

The main point of the product description picture should be “real”. Generally speaking, a standard product page can first use 1-2 pictures to show the overall appearance of the product and describe the structure or ingredients of the product, then use 3-5 pictures to show the color, style and details of the product, and then use 2-3 pictures to show the effect, so that customers have a very intuitive user experience. Especially for clothing accessories, model pictures can give customers room for association. The product details page should highlight the selling points, present the product value in all directions and in a three-dimensional manner, the efficacy details should be meticulous and directly reflect the quality of the product.

The biggest role of dynamic display is to enhance the seller's store experience, allowing them to see the actual effect of the product more intuitively and realistically. There are also some videos that can effectively reduce the amount of text descriptions and allow consumers to quickly understand the product’s function or usage in a short period of time. Both videos and animated graphics are designed to increase the efficacy or appeal of a product to stimulate customers’ desire to buy.

Pay attention to the following points in the selection of hot-selling products

Few competitors

High average order value

Conversion rate relative

Relatively large product flow

The category matching degree is high and the natural ranking is high

The ranking is relatively close to the top 36 products

Next is the cycle of creating a hit product:

Time point for creating a hit product: The complete cycle for creating a hit product is about 30 days; the preparation period is 2-5 days for product selection, data sedimentation and processing, the promotion period is 3-7 days for observing the ranking and traffic increase, the stabilization period is 7-14 days for observing whether the retention rate is increasing or decreasing, and the decline period is 14-30 days for observing the data structure of the decline process.

It should be noted that any hot-selling product will eventually have a "decline period", and what we do is to delay the arrival of the "decline period" as much as possible. What are the tools for creating hit products? JD Express CPC, CPM, alliance, EDM direct investment, etc.; home page, second level, third level; JD group buying, brand pictures, flash pictures, ordinary groups, reservation groups, etc.; category activities, category promotions, collection pages; CRM old customer return visits. Firmly repeat the logic of creating the first hit product, and pay attention to the internal links to ensure that the products complement each other in order to create a group of hit products.

If you want a hit product, you need traffic, including free traffic, paid traffic and off-site paid traffic.

Free traffic includes category traffic, search traffic, on-site masonry traffic, and free event resources (following JD’s general trend to arrange and cooperate with activities);

Paid traffic refers to the paid traffic within the site, which is not as good as JD Express, business class within the site, targeted promotion, frame advertising, etc.

Off-site paid traffic includes off-site business class, affiliate promotion, email promotion, and advertising resources placed on other websites.

Generally, store traffic mainly comes from JD search, third-level categories, direct visits and JD Express. The largest sources of free traffic are search traffic and category traffic. Under normal circumstances, these two parts of traffic should account for about 60% of the total traffic, and paid traffic should account for about 10% of the total traffic. The proportions vary for different categories.

An increase in the average visit depth will increase the number of views and may also increase the average time spent on the page. This process is mainly about comparing products. Increasing the average visit depth may increase the number of customers, thereby improving a certain conversion rate. How to increase the access depth of a page? First, combine a reasonable product structure and then establish more effective related recommendations, and try to minimize customer disgust, recommend useful products to users, and increase the click-through rate of recommended products.