How to fine-tune the operation of JD.com's no-source e-commerce store group

Nowadays, everything advocates refined operations, and most people are a little confused about what exactly refined operations are. Today I will talk to you about how to operate a store in a refined manner.

As we all know, first come, first served. Those who worked in Taobao store groups in the past few years must be wealthy now, but as the project has been open for a long time, the rules are constantly changing. Anyone who has been involved in e-commerce knows that it is quite difficult for small and medium-sized merchants on Taobao to do business now. They either have their rights demoted or their stores closed. (It’s not impossible to do it on Taobao, but the market is saturated and it’s more difficult to do it)

What is refined operation?

The idea of ​​refined store operation was proposed as it became increasingly difficult to operate Taobao store groups and the rules continued to change. Because of the previous Taobao store gameplay, the situation of store closures due to violations has become more and more serious. In addition, Taobao rules have been repeatedly rectified, and many players have adopted a refined model for operating stores.

So what exactly does refined operations mean? It means not mindlessly distributing goods in large quantities, but optimizing single products and categories. Improve the store's weight ranking. As a result, the revenue will also be increased, and traffic and sales can be achieved without paid promotion.

Refined operation is an independent operation plan that is formulated based on the different situations of each store. This method of operation can enable your store to develop in a more formal direction.

1. Clarify store planning

Before opening a store, you must have a clear direction in mind. If you don’t have a specific direction plan, you will be in a mess. The entire business cannot be carried out.

2. Maintain store traffic and store weight

No matter what project you do, there is no such thing as a permanent solution. So when your store is established, if you don’t maintain it carefully, the weight of the products will change and the store traffic will be lost.

It is recommended that merchants organize all data and conduct comparative analysis when operating their stores. If there are any deficiencies, take corresponding measures immediately.

Analysis and optimization should be carried out based on core data every day. We need to create hot-selling products, because JD pop stores need hot-selling products to attract traffic. When it comes to paid promotion, JD.com should first pay attention to the promotion of Express. The quality score mainly depends on the click-through rate and conversion rate. If the quality score data is good, the bid can be lowered, which can also reduce the merchant's costs. In the revision of Express, JD.com increased the weight of two data: the number of added purchases per day and ROI.

3. Understand the platform rules

JD.com updates its anti-fraud system relatively quickly, so you should pay more attention to this aspect. Changes in JD.com platform rules determine the survival of our store, so we must pay attention to changes in rules, and we must also adjust the store's operating methods as the rules change. You should also pay attention to the operation communication group. Every time JD updates the anti-cheating system, it will go online on a few servers first, and then continue to go online without any problems.

Only by doing a good job of daily maintenance of the store can you keep up with the development of platform rules and market trends.

Specific steps:

1. Title

The title is very important for a product.

First, determine the category to which the product belongs, and then determine the category word. The title of a hit product needs to be a combination of hot words derived from category words, that is, words with search indexes.

So how to combine them?

Get keyword data in Advanced Business Intelligence, as shown below:

Subject: Dress

Hot words: Self-cultivation Spring and Autumn

As can be seen from the figure below, keywords can be displayed, which means that the combination of these hot words and main words is more in line with consumers' search habits.

By combining multiple hot words and category words, you can reorganize many target words that are suitable for the general public. The richness of target words indicates that the corresponding popular products have a high survival rate.

2. Keyword Optimization

Competitive product analysis means using business intelligence to analyze the transaction keywords of your peers. Customers' purchasing needs are generally reflected through keywords. The keywords that customers search for are generally divided into two types: function words or category words. For example, "temperament high heels", "temperament" is the conversion keyword. The weight of conversion keywords is much higher than before, so try to choose conversion keywords when selecting keywords.

The keywords selected by JD Express are relatively accurate. You can see the competition index, and keywords with high star ratings are relatively good.

3. How to increase store traffic and sales rate

Regularly handle dynamic sales products

Find out the reasons for the slow sales and deal with them.

Reasons for poor sales: not meeting public demand, unreasonable price, market not in demand, poor product optimization, etc.

For products that have not been well optimized, delete the product links and pictures, and choose long-tail words as titles based on the actual situation of the product. The image page of your own products must be optimized, and try not to directly use the images of your competitors. It is best to ask previous customers to place additional orders within 24 hours of the product being put on the shelves to increase sales above 0.

How to find slow-moving goods and clear them out?

1. First open Smart Store Manager, move the toolbar, click Batch Tools, and select Product Cleanup

2. After entering the page, select the analysis scope and conditions, and then perform the analysis

3. After the results come out, you can search for products and select the slow-moving products that need to be removed from the shelves and deleted.

4. Just click to delete or remove it from the shelves. If you want to restore it later, you can do so.

Points to note when operating a store:

Regardless of how long the store has been open, you can pay attention to the data in Shangzhi. For a newly opened store, the daily turnover can be 300, but in the second and third weeks the turnover must be around 500. In this way, the store is basically no longer C-level. Upgrading the store to B-level is also helpful for the store's development. As long as you develop a complete operating plan based on the situation of your own store and the store becomes stable, it is easy for a single store to have a monthly revenue of over 10,000 yuan.

Summarize

Refined operations can actually be reflected in many aspects. What I have described above is only a small part of them. I hope it can be helpful to novice merchants or those who are preparing to do this. In fact, running a store is more about controlling some details and constantly rectifying and improving the plans, which will eventually greatly increase the sales of your store.

Author: Tiantian

Source: Tiantian