JD.com operation and promotion methods

Since I started operating JD.com , I often encounter complaining merchants. The reasons for complaints are nothing more than no sales, no activities, inhumane rules, etc.

The phrase most often used to comfort them is "In this circle, you have to follow the rules of this circle." Why can other brands enjoy more resources with the same products and prices? In addition to luck, what is more important is to follow the rules of the circle.

Therefore, the only responsibility of JD.com operators is to follow the rules of the game and use these rules to maximize profits.

JD’s rules of the game can be divided into two types: explicit rules and implicit rules. Explicit rules are contract rules (rules stipulated in the contract and its ancillary documents that merchants must follow.

Being familiar with these rules and avoiding violations as much as possible are the most basic requirements for JD.com operations. Of course, the various indicators specified in the contract generally do not need to be achieved 100%.

For example, if the price is the lowest on the entire network, if a few products are priced too high, JD.com generally will not pursue the matter; for example, the order cancellation rate cannot exceed 1%, and JD.com generally will not pursue the specific value.

However, the following rules can be said to be high-voltage lines and must be taken seriously.

Order delivery time requirements, product release rules, customer service language standards, and work order processing time limits. Regardless of whether sales are good or bad, the first thing a JD operator must ensure is that it does not violate the rules. If explicit rules ensure that a store does not go out of business, then implicit rules are the rules that a store must follow in order to grow.

Implicit rules are the rules for the contact person. As an operator of JD.com, you should have a deep feeling that the category manager of JD.com has a status close to that of the merchants in the group. At this time, when submitting reports, the response speed must be fast (3 minutes for small activities, 5-10 minutes for forms, half an hour for pictures, and half an hour for group purchases), the accuracy must be high (submission forms, submission rules, picture size, file naming), and the cooperation attitude must be good (participate in activities such as discounts and free coupons, and have the courage to make appropriate losses).

Otherwise, you will basically miss out on this resource. Put yourself in their shoes. If the person in charge of a category has a resource urgently, what kind of merchant will he choose to report this resource?

How to build a good relationship with the operation department? I think first of all, you need to be courageous and present your sales volume to the waiter at the beginning of the month. Second, you must have some understanding of the traffic at each location on JD.com, the conversion rate of the entire industry, and the average market price of your own products. Third, have certain SEO skills.

For the title, I have my own plan. I record the category word rankings every day. Generally, I only record the rankings of 36 items on the homepage. Basically, what jumps is the ranking of the keywords you found correctly. The general recommendation is brand + attribute (function) + category word + product number, and the three should be ranked in no more than three groups. When the product is released, the selected attribute words do not need to be added to the title. JD.com has search attribute matching!

Here is a summary of the resource submission methods and precautions.

one.

(1) Group purchase submission format: screenshot of group purchase style + group purchase price + group purchase product link + store link, which should be given directly to the person in charge.

Selection requirements:

a. Seasonal products;

b. The inventory is between 800 and 2000, depending on the style and season;

c. The price must be the lowest price on the entire network and has never been sold on Juhuasuan or other platforms;

d. Interested friends should record the group purchase sales of their own product categories every day. Reasonable pricing and style!

(2) Materials required: tables and pictures. Please strictly follow the requirements in the table header. If there are any mistakes, we will not give you another chance. The picture size must be 440*293 and less than 50k. The picture production requirements are: the brand logo is in the upper left corner, and the product is placed in the remaining area. There can be a model background, but the main feature is to highlight the shoes. Don't have too many words.

(3) Matters to be noted:

a. Once the group purchase is confirmed, provide the group purchase information as soon as possible, and the longest time shall not exceed one day;

b. After confirming the group purchase, the merchant should do a good job of publicity in the early stage and on the day (cooperate with providing certain external investment resources), and the publicity methods may include text messages, emails, Weibo, etc. At the same time, optimize the group purchase product description page, and do some promotion on the store homepage;

c. One day before the group purchase goes online, ask the person in charge to check the edited group purchase link, set up the promotion and take a screenshot to the person in charge. The group purchase time is from 9:30 to 9:30;

d. Maintain telephone communication during the group purchase period;

e. Pay attention to fake orders within one hour after the group is opened (the standard for fake orders should not exceed 20% of the highest sales volume of other products on the page during the same period);

f. Try to do a good job in related sales and merchant interconnection;

g. The delivery time of group purchase products is the same as that of ordinary orders, which is 24 hours (except for pre-order groups).

two.

Home page single product submission format: style screenshot + price + product link Required information: table. Matters to note:

a. Pay attention to the group in time and submit the latest form;

b. Fill in the form carefully according to the requirements, and the price of the product must be higher than 149;

c. 3 days before the event, set up the promotion strictly according to the event time and take a screenshot to send to the category manager;

d. The submitted goods must be in stock, especially the SKU code 37. Once out of stock, the page will not be displayed directly;

e. Reasonable use of the homepage display name and advertising slogan. The most taboo for the homepage display name is to avoid rigidly writing the product name. You should make good use of various promotional slogans, such as "only for this day".

three.

Submission format for clothing city resources and platform activities: Waiting for assignment by the counterpart, unable to submit by yourself, required information: pictures + store links.

Things to note:

a. Pictures and names shall be submitted strictly in accordance with the requirements;

b. During the event, the store must set up corresponding store activities;

c. The store product link should be set to open in a new window. The product price should match the page. Out-of-stock products must be replaced or marked as sold out on the page.

Four.

The format for submitting second- and third-level resources is screenshot + SKU code + price + link. The following materials need to be provided for email submission:

Things to note about emails:

a. The promotion setting dates should be consistent;

b. Products in the upper resource position must add advertising slogans;

c. The SKU code is 37-code SKU, and the product cannot be out of stock during the promotion period.

The above are the basic responsibilities of JD.com operators for the platform.

At the same time, as an operator, some logical thinking is essential. Here is a brief introduction.

Operations, as the name suggests, is a job responsibility to be responsible for store operations and management. The most important indicator for running a store is sales volume. From the formula sales = traffic * conversion rate * average order value, we can know that there are only three things that an operator needs to do:

A. Increase store traffic;

B. Improve store conversion rate;

C. Reasonable pricing.

These three aspects can be interpreted as follows on the JD platform.

Traffic on JD.com platform can be divided into paid traffic and free traffic.

Paid traffic mainly includes hard advertising, homepage items, JD Express, EDM, and store membership marketing. Here are some suggestions.

1. Hard advertising: banners placed everywhere on JD.com pages.

How to buy: Contact the operator to purchase. Purchase advice: The price/performance ratio is extremely low, do not buy it before the brand reaches a certain scale. JD.com’s domain name has been changed recently, and the traffic quality is relatively low. It is recommended not to purchase it.

2. Home page items: the location of items in each position on the home page. How to buy: Contact the category manager at the beginning of the month to submit your purchase. Purchase suggestion: The traffic for Crazy Buy is generally around 30,000 to 50,000, and the traffic for a single Chaoyi desk lamp is generally between 5,000 and 10,000. Considering the cost-effectiveness, Package A has the highest return on investment.

3.JD Express. Single product advertising spaces at the top, left and bottom of the product search page and third-level list page. How to purchase: Place through the KuaiChe backend.

The following is a general introduction to the delivery process. There are three main delivery methods: daily buyout, CPC, and express. For daily buyouts, the bid can be modified at any time before 20:00 on the previous day. CPC bids can be adjusted at any time.