Introduction to Mo Chou: Member of Crown Club, Director of Brand Operations of PENNY&PEI . In 2009 , we started to come into contact with e-commerce, and from the initial construction team of 7 people to more than 100 people, the annual sales increased from 100W annually to 8,000W annually selling single-category brand names . With years of practical experience, we have summarized a method of our own team management; we have our own set of methods for team management, and we must firmly believe that 100% implementation can lead to a team like steel!
Below is the full text of the speech of the Crown Regular Meeting in July :
People who know me can call me "Mochou" or "Zhang Ping". In fact, those who have watched costume dramas know that Li Mochou is named such a fancy name? In fact, it has something to do with my personality more or less! Next, I will tell you about " Things you don't know about e-commerce promotions." Maybe you all experienced " 618 " and " 618 "? "I'll take you to review this process today:
1. What do you need to do in the early stage of the e-commerce promotion?
2. How to let employees fight together during the e-commerce promotion?
3. What do you need to do on the day of the e-commerce promotion ?
4. In - depth thinking and analysis of the review of the e-commerce promotion.
These are the four major points I will talk about next. In fact, the first two can be merged together. What do you need to do in the early stage of the e-commerce promotion ? How can employees work together during the e-commerce promotion ? Things that need to be prepared for a big promotion, that is, each department has a coordinated relationship, and the activity is initiated by operation, and then art, customer service, warehouse and production. It would be better if I didn’t talk to PPT , because there will be many limitations.
1. Operation
The initiation of an event is definitely operation. Operations should be noted: First of all, you must know that it is a large-scale event. What are the things to prepare for operation during the event? In fact, it covers everything, such as: it is a traffic and product plan, what is the business target? These are all decisions that operations need to be made, and they are things that an operator or a boss of 10-20 people need to be done. You need to know what your target amount and what your next task is? There are two major parts of operation: free and paid. What should be done for paid? What to do for free? Secondly, what should old customers do in marketing? Your circle of friends, text messages on Weibo and your WeChat circle are all entrances to some of your traffic, and everyone will experience it at present. Free traffic involves the guests who shared yesterday and today; live streaming and internet celebrities are your traffic entrances, and there are many free resources for us to do. There are also paid resources, and the most paid resources are the "Diamond Exhibition Express". How to do the "Diamond Exhibition Express"? These are all things to prepare during the big promotion. The data must be measured well, which is certain. Your traffic entrance must be good. For example, if you use the "Diamond Express" or the card and direction of the express train, it is all the payment function of everyone, or "Taoke". Do Taoke make reservations in advance during the promotion period? What price should be made for this model? This requires a complete operation plan. There is another estimate, for example, if I sell 100W , how much is my estimated cost? Is it 50W , 40W , 10% or 5% ? This requires detailed planning, followed by traffic planning. How much traffic do you have to do? These are all data that the operation needs to collect in the early stage. For example, we start collecting a large amount of data 55 days before the event. We compare the corresponding data from last year this year, and use such data to weigh the general traffic analysis that " 618 " wants. What else needs to be done by operations is product matching and distribution. A friend said yesterday that when your product A is paired with your product B , during large-scale events, does everyone put their own "hot products"? There is a lock-in during big promotions. The lock-in may not be sold in the first ten days. Are you willing to sacrifice your normal sales turnover of hot products? For example, your hot products sell 10W per day . When the big promotion comes, do not sell hot products a week before the big promotion, and whether to use hot products to explode ? Everyone chooses according to their own different situations; some stores have a hot product with a turnover of 500000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 If we lose the previous turnover, is your single product worth selling on the day of the big sale? Everyone will be different: some people will make another move through big promotions, while others say they don’t want to sacrifice their usual turnover. This is something that everyone needs to weigh on themselves, and each company is different. Maybe there are two hits, you can "explode" one, or maybe even one hit is not just one pillar or one thing to attract traffic. You can do it according to your own differences. Then there is the price setting: the "detail page" is certain. The first thing to do is to start from the customer itself. What is the baby selling? We start from the most fundamental point of human nature, so the details page is still very important; the next step is the "selling point", which is very related to the details page, and then the promotion. The customers nowadays are not fools. Maybe you are my customers, maybe I am your customers, your price should be real, don't "sell dog meat with the head of sheep". The product was originally 10 yuan, but you usually sell it for 10 yuan. The big promotion really has the feeling of a big promotion. Don't be vain, don't think everyone is stupid! The big sale is still sold at the usual price. Some people say there is another method: the big sale products are higher than the usual price! There is no need for this, it really hurts the vitality! After a wave of big promotions, your customers will be lost and your entire sales service will be reduced. Why? Everyone will say: "It's not as low as the price in the previous two days or later!" To truly achieve profits and discounts, make your customers feel comfortable. This is the prerequisite for focusing on customers.
One of the most important promotional plans we want to do is the customer service’s “recommendation”. The customer service’s recommendation is very detailed: automatic replies and bounces are all more humane. Even when setting up "fast phrases", you should have your own speaking speed and don't make people feel very written. This is what you need to do in the early stage. "Pushing" is also very important during a big promotion. The most common thing is "Please pay as soon as possible after your goods are taken, and if you don't pay, you'll have no goods." In fact, this is really unnecessary. The client will say "then I don't want it." If it were me, I would think so. But if you are from the customer's perspective: maybe it was because you didn't pay it because you forgot it, maybe the customer has corresponding requirements for color, size, and material; you are not clear about the delivery, because it will be full during the big promotion. When hundreds of customers come in in an instant, maybe the customer service cannot reply to these questions on the spot, so you will urge you. You can say this: "I don't know what confusion you have encountered, whether the size is not good, or whether there are requirements for our fabrics, or whether you have any doubts about our delivery?" From the customer's perspective, if the customer service attitude is so good, then I will consult and pay. There are really tricks to urge the goods. Everyone will cover the official promotion: What should be presented on the homepage? Below is the hottest version, I suggest that it is not a combination of "first + second hottest version + third hottest version", but I am a combination of "first hottest version + my profit version". Maybe my hot products are not profitable, so why don’t I let my store lose money? I definitely want to add a profitable one, and the two are very related. But don’t “one skirt + one skirt”, a 100- yuan skirt with a 300- yuan skirt, do you think everyone will buy the same one? Wear a short-sleeved jacket on the skirt, so that it will be relevant. If you buy this one and that one, there will be no repetition. Many people have made connections, which are a large number of films: for example, the whole thing sells mobile phone cases, you can also sell a film, a charging cable, and an additional thing; at this time there will be so-called connections, such as if you sell pants and tops, so that reasonable matching will have a reasonable connection. What is the inventory of products we refer to? During the big promotion, we will also divide ABC models. A models are used for traffic imports. B models are medium-priced, such as ten yuan, and sold at a price of 15 or 20 yuan. C models are "violent models", and the operation specifications can be made very exquisitely. There are 100 products in my store: dozens of them are used to capture traffic, and dozens of them are used to connect customers. Only with such support for the average customer price will increase; for example, I will sell for 9.9 yuan in the event today , and then? When I see that my average customer price is 11 yuan, it means there is no connection: if there is no medium, no high, it cannot lower your average customer price, and customers will think you are a low-priced store. You will have some high-quality customers. Whether we do big promotions or regular promotions, we need to select the number of high-quality customers that have been accumulated in our own hands. In fact, this is the role of big promotions. We will keep asking customers to add WeChat during the big promotion and keep asking customers to pay attention to our store. We need to draw from this
Our best customers. This is what we have to do during the big promotion. You must have a plan!
2. Art
Artists will definitely receive the first instruction to operate. We don’t know what the communication between operations and artists is like, so we usually just say a few things that are not copy-oriented. Actually, I don’t recommend this, I suggest that there are very formal documents. For example, in the " 618 " promotion, what is our central idea? What is the theme of our event? What is our selling point? What did we get from this big promotion? You have to tell your artist the most real thoughts and what you want to express, so that your artist will present what you want. I often encounter operations and artists fighting each other, "If you ask me to change, I will not change." Because you can't tell artists the most real thing in your mind, they will not be able to present it to you. Handover is an important thing: you have to go to the test after you finish it. What should the artist do? You must make direct train pictures, transfection pictures, traffic entrance pictures, and official activity entrance pictures. It’s not about throwing two pictures to try, but you need to make a whole set of pictures: make ten pictures and love ten pictures, and select from these pictures that think the click volume is good enough because it can bring traffic and you must have the ability to convert babies. Nowadays, many fights are just that artists think A is good, and I think B is good. At this time, you need to have corresponding data to tell the artist that not only the operation is issued to the artist, but you also need to feedback which of the charts he made is the best. This is the connection between art and operation, and there must be a connection process.
3. Customer Service
I have encountered the most problems now. At the beginning of many large-scale events, the store has more activities: old customers, WeChat, SNS activities. We want to give our old customers ( VIP customers) the most real discounts. At this time, you have to let every customer service know that your operation will also have a set of copywriting targeting this group of old customers. When customer consultation related activities, customer service should click on the "Customer Information Bar" as soon as possible. You must see which level the customer marks in your store. This must be done. Don’t just say “We don’t have free shipping”, and you don’t look at how many times this old customer has bought at your house? This will make the guests very sad! If it were me, I would be very sad! Not only do I shop myself, I have introduced it to many friends around me. When the customer comes, he asks you "Is it free shipping?" and you have to explain why there is no shipping. You can't just say "I'm sorry we don't have shipping for free!" It's over! Doing so will really lose the hearts of many guests. Customers don’t care about your 10 yuan, what customers care about is that you have the feeling of "God" about him. What we sell is service, not products anymore. Customer service must be done well! Customer service should pay attention to one thing: "return". Everyone will know during the big promotion that you will get a refund after the payment is taken. Then I will ask you a very small question: Did you find that any buyer has just returned the goods and you sent the goods again? Is there many more? The customer has paid, your order and background have been entered, and you have already noted that someone else will have to refund the shipment. Is there such a situation? I don’t know if I sent it to him. Is there any such situation? The customers all reported that "I have refunded everything and you will send it to me." Will you know? Some businesses will not know. The larger the store, the more you will find such a problem, which will be one. Therefore, customer service should pay attention to one issue: you not only need to make notes in the store background, but also in the IP background: This customer needs a refund and must not ship the goods! Because the delivery cannot be delivered 24 hours a day during the big sale, you cannot apply for a refund. When you do such a small action, you can reduce a lot of losses; if many people refund and ship the goods, how much will our labor costs be lost? If your single item is 100 pieces, how many will it be sold but not sold? You must pay attention to the refund during the big promotion, because I bought a lot of things during the big promotion, and when I saw that it was useless, I applied for a refund. I refunded it, the merchant shipped the goods, and the Tmall backend would automatically refund me. When the merchant was too busy, it would automatically refund me. The merchant would not take the initiative to look for me. This is really a loss of invisible internal friction! Maybe everyone will look at your backstage, and you will find that if the customer refunded my goods and sent them away, I don’t know. At this time, you should discuss with your operation group that you should make corresponding signs or make scrap orders in the background so that they will not be issued. You can wait until 24 hours to refund; avoid causing losses to everyone, which is what the customer service needs to do.
4. Warehouse
Everyone knows that the warehouse will definitely be very nervous and messy during the big promotion. If you send 1W2W goods a day, what are the equipment of your warehouse staff? You will definitely not be able to match so many people. During the promotion period, you may have some temporary workers, and there will be operational or artists or administrative personnel to use them. What kind of things do these people do? All must be arranged. Furthermore, "inventory" is also a very important thing! I found a problem: Why didn’t I sell goods during the big sale? Your warehouse administrator will be important. If your warehouse has 300 square meters or 500 square meters, go and check your own warehouse. Is there any goods that are not on the shelves but there are still some in the warehouse? Be sure to take a look before and after the big promotion. So that the goods we thought about during the big sale, why are there still stocks there after the big sale? This situation is true. Even stores in major events hurt their vitality, why hurt their vitality? Our entire social system is not enough. Whether your after-sales team can support it will affect your after-sales indicators and return rate. What Tmall and Taobao pays most attention to is "service". Now is the era of "people-oriented". If a waiter in your backstage intervenes, your ratings are all green. Do you think you can beat those good merchants? Even if his sales of 300 yuan and my sales of 1,000 yuan, I can't win! Because his rating is red, mine is green. "Backstage after-sales rating" must be paid attention to. It is better to spend a little money than to suffer a serious loss. After-sales service, internal consumption is quite large for e-commerce people. We must do the internal consumption of some products from every small point.
V. Production
Are you picking up goods or working with others? Don't return too much, especially your hot products. Try to shorten your inventory and reduce your inventory. What should I do if I don’t launch a hit product? There will be a part of the inventory, so try not to suppress the goods. Try to minimize the risks. Good products are the key. The premise of good products is not to stock up too much. If you want to understand your supplier, how powerful is? If your supplier’s well-known production capacity is in short supply, where will your remaining two days of goods come from? This is a question that everyone should pay attention to. It should be written in your operation plan, and you should write the entire plan into it. If the stock is out of stock, the sales cycle will decline.
6. What do you need to do on the day of the e-commerce promotion?
First: Pay attention to store traffic at all times.
Second: Pay attention to the number of customer service responses at all times.
Third: Pay attention to the effectiveness of our activities. If not, adjust the plans you prepared in time.
Fourth: Always pay attention to the difference between the online inventory of hot-selling products and the actual inventory.
Fifth: If the issuance is oversold, we must communicate the production progress with the production department in a timely manner.
Sixth: Perhaps there is more to pay attention to, and you can only coordinate operations based on the actual situation of your store.
7. In-depth thinking and analysis on the review of the e-commerce promotion?
The so-called review is to re-exercise one side, find problems and shortcomings, come up with solutions, and have more meticulous plans next time. Must review! Operation side: Review traffic (whether it is healthy, whether it is growing) Artist: (how is the homepage done, how is the click rate of the picture) What is the boss and what is the employee? If you feel like you have been injected with chicken blood every day, you don’t believe the employees below you will not be willing to fight! When reviewing, write down all the shortcomings and pain points and mistakes. Execution is the lifeblood of e-commerce! Without 100% execution, everything is fake! And it must be implemented and implemented according to the plan. When the boss cannot control the employees, he or she will either be cruel or hold him or make his store unable to be promoted; these two big points!
8. Ask questions on the spot
1. Member: I have several stores, the same brand, some are high-end and some are low-end, so will the customer base be lost?
Mo Chou: No, your consumption level of 50 yuan is this group of people, it will not be messy, and the price list of multiple stores will not be affected, and we are also doing this.
2. Member : When your store is doing "direct-track promotion", how do you control the fees and nodes ?
Mo Chou: The first thing to do is to see what kind of product your product is? Is it a long-term product or a short-term product? For fast-paced products, we play fast-paced styles, and slow-paced long-term styles are slow-paced styles, which is different.
3. Member : Clothing is seasonal, how to control this ?
Mochou: If you do it seasonally, just use a simple and crude method, and it will be stuck in the first month. I will "buy one get one get one get one get one get one get two get one" to convert your points and achieve the point you want very quickly. We can slowly make long-term products. The so-called "down jackets are sold in summer" and off-season products, long-term products, 100 or 200 , may be in the current category.
4. Member : How can we maintain the system when we have promoted it to a certain stage ?
Mochou: If you made short-sleeved, when would you do it? The short-sleeved sleeves in my shop started the Chinese New Year last year, and all the short-sleeved sleeves were released in October . Our short-sleeved sleeves will be launched during the "New Year's Festival". At this time, we will lay the groundwork and accumulate. After the beginning of the year, there will be a basic sales volume and we will have a good review. This is definitely something your old customers will not want. The seasonal things must be made in advance, and long-term things are made all year round. At this time, you need your point, where is your point? What kind of point you have to achieve.
5. Member : How to control the clothing industry’s seasonal transition ?
Mo Chou: 7% of my summer products will not be replaced this year, and 7% will not let them out of stock. Because I found a current situation: many customers also wear short-sleeved clothes at home in Northeast China in winter. I am from Shanxi, and Lao Gao's home is in Shaanxi. The heating in Northeast China will be particularly warm and they also need to wear short-sleeved clothes. The so-called seasonality depends on the group you are targeting. Its sales will be unequal, not as high as the demand in summer; but this baby can be used for many years and has a band. If you go to Qinghai to Tibet in summer, you have to wear relatively thick clothes, which is just a change in your thinking: you can sell everything from products to everything.
6. Member : A hot product has a peak when driving a direct train. How should we do it when passing this ceiling ?
Mo Chou: The top is that you are already the boss, how much do you want to sell? If you are the number one in this category, how much else do you want to sell? Is there a plan ? Plans are really important! I plan to sell this single item to 5,000 pieces this summer and 5,000 pieces within a certain period of time . Everything must be planned! Only with plans can there be implementation, and only with implementation can there be implementation can there be no blindness! Instead of what to do when breaking through the ceiling.
7. Member : Our customer service team has about ten people, but are there any clear separation between pre-sales and after-sales service or not ?
Mo Chou: Is your family’s daily consultation large? What is the after-sales ratio?
Membership : 10%, return:3%.
Mo Chou: I suggest that 2 or 3 people are in the after-sales service. Separating independently will make your after-sales system more perfect! Because you still have to go big, in most cases, the two sectors will definitely be the best to start with!
Member : After separation, I found that customer service sometimes has nothing to do, which will increase labor costs relatively
Mochou: You won’t be able to do nothing. If you don’t do anything, it means you have no plan. For example, when Shu went to see my visitors today, each of them picked up 20 customers and asked them to do other work, such as asking customers to visit old customers; for example, doing some reviews and finding some reviews that are not good. Anyway, I won’t let my people be idle there, it’s that simple. You need to have a work plan, and at this time you can make a precipitation, pull out old customers, and chat with customers. For example, if this person gives me a negative review, I call him, why give us a negative review? What can we do for you next? The more picky the customer you are, you will gradually find that you are a well-known customer in the store! When the customer service has nothing to do, it will do this.
Mochou Summary
When building a new store, if you have money, go to brand precipitation. If you don't have money, what are you going to do? Breakthrough on a single point! Create a second-level category or a third-level category and reach the first place! Go to first place in two or three categories. At this time, your store will naturally rise, and the second-level and third-level categories will be particularly easy to do. Why? Because the bigger the seller, the more he looks down on these second- and third-level categories, and he has a bigger goal. A new store starts from the second and third-level categories, and find a second and third-level product in your store to drive the entire store. If you have money, you spend money, and if you don’t have money, you lose money? Actually, it’s not. When Youku was talking just now, I had already opened my personal media channel, either by drilling the exhibition direct train or being a Taobao customer, and this is the case in zero stores. First of all, this product is OK . Whether it is on the direct train or diamond exhibition, the conversion is 100%! "Product" is the core. If the product is easy to sell, you can definitely sell it. At this time, you can do traffic diversion and have enough traffic to carry it. After you have done your plan, you can look at the traffic curve and see if the product curve is done as you pursue. If you have money, you will give it for free! Or if you have the capital, our family will give away the money for free when the autumn comes, and hundreds of thousands will be given out, and if you don’t have money, you will be at peace.
8. Member : Is it good to sell? Is the conversion of dynamic sales good?
Mo Chou: Your sales are not good, conversion is not good, collection is not good, and old customers do not have it. Your store will definitely be on a downturn. We must seize our own precise traffic. For example, we don’t have the so-called “hot products”. The category we are doing is to go all over the store. Furthermore, if you want to make a hit product, no matter whether it is new or old, you still have "traffic models"; to put it bluntly, multiply the A model by your customer order conversion rate, and you will know how much money you have to make.
9. Member : We have a Taobao store and a Tmall flagship store, and now there is a relatively embarrassing situation: our Taobao store has always sold better than our Tmall store. How can I break this situation ?
Mo Chou: You opened a C store first, right?
Member : Yes
Mo Chou: Is the brand of store C the same as that of store Tmall?
Member : Different, but most pictures and styles are similar.
Mochou: Actually, everyone understands it. Everyone may do this label, and brand A is also posted, and brand B is also posted; brand A is selling well, and brand B is not selling well. First of all, it has something to do with the overall store operation; secondly, it has something to do with the location of your product. Your C store opens early, and your customers settle down early. What is the collection and shopping cart conversion cycle? Three months or two months?
Member : It's like this from about a week to a month.
Mo Chou: Your transformation is still good! It’s pretty good to calculate the cycle. Which one is better, store C or Tmall?
Member : The collection of store Cwill be better.
Mo Chou: Where is the traffic entrance of Store C ?
Member : Currently it is a "must-buy list" and "good goods" for "Taobao Customers".
Mo Chou: It is the problem of unequal traffic entrances, which gives Taobao more entrances and opportunities to display, so the most conversions are obtained! If there is no such thing as Tmall to recommend to you, then you need Tmall’s paid traffic.
Member : Our Tmall and Taobao visitors are similar, what should we do?
Mo Chou: After seeing you, you said “there are good products” and the direction is very accurate. But this part of the traffic you came from Taobao really wanted to buy these things, but still saw that you didn’t buy them. What you have to do at this time is to increase the traffic on Tmall: it is also good to optimize it for free, increase the traffic to settle! Precipitate some customers, whether they add shopping carts or collect customers, you must get good conversions! Are you low in one price band or two price bands? You must stagger two dimensions: This one sells for 1,500 yuan, and that one sells for 3,000 yuan, instead of this one selling for 1,000 yuan, and that one selling for 1,500 yuan, I am a customer, and I will definitely buy 1,000 yuan, but not 1,500 yuan. In one dimension, your population is different. Things with high customer unit price should be staggered. What I sell is quality, Tmall is good! It's actually the same product. However, it gives people a psychological gap. If Tmall is good, it will be sold for 3,000 yuan, and if Taobao is not good, it will be sold for 1,500 yuan. These are two dimensions. It’s not that I’m 50 or 100 yuan short, it’s really only two dimensions and two price bands that will distinguish the crowds of your entire store.
Member : If I change the prices of the two stores to the same, what do you suggest?
Mo Chou: The Tmall store I suggest should be high, and the products recommended by Tmall and C store owners cannot be the same. Do you think how much does this product in the company cost on Tmall? How much does the C store cost? And the C shop is really a mixture of fish and dragons! I tell you, this is because of the difference in people's cognitive sense.
10. Member : I have talked about "old customer maintenance" many times in Lao Gao's SNS class, but I still want to ask how to maintain it in detail?
Mo Chou: Old customers just communicate with each other with care, it’s that simple! Just go to chat, don’t just say a word in the form, phone book, or WeChat circle for eight hundred years. Moreover, in the early customer base we made, we must have 5-8 active old customers to drive the atmosphere of old customers. We will add personal accounts because we will think that the person behind the personal accounts is the real person. If it is a work account, we will think that many people are operating it. We must clean up regularly and mobilize their enthusiasm! I sincerely tell them that they have launched new products, what is the fabric like, where is the source of the fabric procurement, where is our source, where is our dyeing process, and what makes customers "heart"! You can't say how much you sell when you come up, but the layout cycle and how much goods you want to sell in the future. This is a long-term layout. You do business, don’t mean you shoot one shot today and stop doing it tomorrow. Lao Gao made ten years of planning, and we made five years of layout to settle down and chat with old customers. Send more personal status to make everyone feel your real existence. You can't just like it, but you should give the customer a comment below. If you haven't done this and you don't respect me, then why should I respect you? If I post a Moments, you just like it. If you post a Moments, I don’t even read it. It’s that simple. You are the one who maintains customers, and you need someone to do this: you are very considerate like a friend, and I don’t believe that customers can’t remember you! At the same time, the interaction of "Weitao" is also very powerful!
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