The platform should reshuffle and eliminate e-commerce, and e-commerce itself should also reshuffle and eliminate some platforms. Only by walking out bravely can you know how blue the sky outside is. When doing e-commerce, you must make more friends and broaden your horizons.
At the regular meeting of Laogao Crown Club, the club’s senior member Maomao shared his four experiences on e-commerce, which are very practical and very practical.
Maomao has 10 points of experience in e-commerce. She is one of the early C-store Crown sellers and has rich experience in data operations.
The following is a selection of full texts:
I am very happy to stand here today to share some of my experiences with you. My name is Maomao. Is there anyone here who joined the Crown Club before August 10 years? Not much, I should have joined earlier. I have added several changes in e-commerce in the middle, including the changes in large merchants, including many of the merchants below.
I remember that the first meeting of the club was at the Cape of Good Hope Hotel. At that time, Huikong in Juhuasuan, Xiguan in the direct train, and Yue Shen in the diamond booth, seemed to have their own changes. Some of the merchants who attended the conference were still there, and some also changed their careers to other things. In fact, e-commerce has changed rapidly, and it is really like the Huoyun Evil God said that it is only fast but not broken. How can it change, let’s change it. What is the purpose? Profit is the real thing.
There may be some brands here who have some strength. Perhaps most of them are the same as me, and they are the role of merchandisers. We are doing business and use platforms like e-commerce to give full play to some of our ideas and ideas. We have done various categories. After coming over, I think the well-known experience is that e-commerce must have a holistic idea when you start doing it. Today we are talking about practical combat, so more practical things are needed, for small and medium-sized sellers. For example, those who make brands, it is difficult for me to come up with this budget. So how can we survive in this? How to develop?
Four core issues that must be considered when doing a good job in e-commerce
I want to talk about four things. First, what is the basis for whether e-commerce is good or not? I don’t know what the reason for everyone here is entering e-commerce, but I live a good life. If I really started a business from a C store, I think at the beginning, most people might start a business while working, and then I think I did a good job, and my income was not worse than working, which may be much higher than working, several times higher, and I have a feeling of starting a business. Then I gave everyone a belief to enter e-commerce, but after a few years, I will not live so well. Why is this?
I started in 2007. Basically, the goods can be sold by placing them on. At that time, you didn’t have a place to spend money, there was no express train or drilling exhibition. Later, the express train appeared in 2008, but I didn’t know that I wanted to decorate my store page, so I went to search for the store decoration. Later, when I saw one here, I thought the location was very good, so I asked the boss what this was. He said it was a direct train. I asked him how to make this thing, and he told me that the express train at that time cost a dime one click, and you were the only one there, and no one snatched you. So what was the result? When you come back with a batch of goods, your goods will be sold out in two days and then you will be out of stock. Then you wait for the goods to arrive. In this rhythm, you basically packed them all in your dreams. Now it’s basically three yuan per click, and more and more people come in, so the people in the past will not be moist.
The second is a heavy topic called strategic loss . This topic is simply to play hits. I don’t know how many people have carefully analyzed it before doing this, but I just blindly fight and blindly make strategic losses. In fact, we can look at this issue from an investment perspective. The most common mistake we make is that the supply of goods is sufficient and the supply chain responds quickly. I push him hard, instead of seeing whether the market can accept it. I have learned a bloody lesson and tried hard to push the goods to a good position, but it was too late to sell it. The goods that can be accepted by the market within three to five days will kill you. I believe everyone has done this, and everyone has failed.
The third is the problem of means, which is what we usually talk about . As a platform, we will definitely tell you not to do this. This is an objective ecosystem. We should not avoid it. We should face it. As a merchant, our purpose is exactly the same as the platform, which is to be famous for the interests and obtain well-known returns on profits. As a platform, we monetize every traffic. From the perspective of profit, this is what he should consider. How to monetize the traffic well-known? As for us, we should get dividend traffic with a well-known way. I believe that if there was no dividend traffic at the beginning, no one would continue to do Taobao now. It is precisely because of this thing that gave everyone hope.
The fourth is to be willing to let go . Sometimes some categories are difficult to do on large platforms.
Let me talk about my experience in choosing models. There are a few points. Generally speaking, when it is zero, you can make a connection between four or five new models and put it on the homepage to see which one has the best traffic. If there is no, then do the express train to see if there are clicks and the click rate. If there is no click, you don’t need to do it. If you don’t give up, you can change the picture. If it is still not possible, then you can’t do it. Collection is also a matter that can explain the problem. The third is shopping cart. There is a shopping cart marketing in the backend, and you can enter it directly in the C store. There is a link to directly see how many people have added your product to the shopping cart. In terms of traffic, if the number of shopping carts and collections can reach 3% to 5%, it is basically reliable, and there will be no big deviation. We have tried many times to test whether this model can be promoted. Tmall’s data is very good. Although data operation sounds very abstract, it is actually just to see that this child has learned ten subjects. Which subject is very good, he has the talent. I believe everyone has experience in this area. Those who fail to choose the product will fail, and a lot of money will be invested in vain.
Be sure to find fun in e-commerce
Data is like weather forecast. All preparations and test data before the event arrives are just theory, and there will be a probability that a distance from facts will be. We have tried pricing. When we pushed in the early stage, it would be relatively low, and it would grow slowly and step by step, and to a certain extent, you will find that there is no big change in the conversion rate in this range. There will be no change because you have increased by ten yuan or reduced by ten yuan. However, when you reach a certain point, the conversion rate suddenly drops very significantly, with a 30% drop. At this time, you have to adjust the price slightly compared to the previous point. This is our problem in the practical process.
The path is one foot taller and the devil is one foot taller and the enemy is one foot taller and the enemy is defeated in the market. The mall is like a battlefield. Since I come in, I have to take a try. I talked with someone in a cafe before, and his girlfriend was very anxious because it was indeed very late at that time, but his boyfriend was still making our things. His girlfriend was very angry and asked him, do you think it's fun? His boyfriend replied, yes, his girlfriend asked him, which one do you think is more fun to do this or travel to Europe, and that person answered, the fun of these two is different.
This actually means that when we do this, we must learn to enjoy the fun inside. The methods you use are not used by you alone. I just chatted with a friend. He was very kind and never used evil methods. But after listening to it, he said that I think this method can still be used when it is appropriate.
Make more friends and make e-commerce easier
I believe that the part that everyone is interested in has basically finished talking about. It is not difficult for those who are difficult to understand. As long as you strictly follow these steps to execute, there is no problem. Of course, I spent a lot of time and experience to summarize these points, and I spent a year.
I have seen many e-commerce businesses do it at home before. A few days ago, I came into contact with a top brand and opened a flagship store. He did it at home every day and didn't go out to communicate with others. Of course, it was very bad because you don't have information. There are many things that people tell you very simple things, but you just don't know that there is no problem with his store doing activities. Later, I asked someone to consult and I could go to the event in two days. I found a problem this time. Maybe the information technology is too developed and everyone will not express it. The club had to count how many people were going to have dinner together before, but many people answered for a while, giving people a feeling of being very guarded. There were only three people who went there in the end. Is this really good? I think more of my growth does not come from the college, but from friends. Only friends believe you will give you opinions.
Take out some creativity and communicate with your operation waiter. They actually need such things, entrepreneurship and gimmicks. If you have such an idea, if you are an operation waiter, are you unwilling to push it? You have a resource in your hand and you think this idea is very good. You must be willing to promote it. This is the case with your heart.
As for the problem of face-skinnedness, I think everyone is very thin. They are not willing to contact everyone, nor are they willing to communicate with everyone more. Remember the old Chinese saying that you are shameless, don’t have money, don’t have money, don’t have shame, we have to open ourselves and communicate more. Do you know what the people around you are called and what they are doing? Many people have been here for so long and haven’t had dinner with others. They come and leave alone, and in the end they feel boring that they will never come again. Such people have no connections at all. You don’t know what is happening in society and what changes are happening in e-commerce.
You have been in e-commerce for so many years and will definitely have experience and ideas. Brother Ma said before that you can make money by doing e-commerce. We told him that you don’t brush orders on Taobao. As a result, everyone has done it. Connection issues are very important. You need to communicate more, make more friends, and walk more. This is how people and people are. Since you are here, walk more and make a heart-to-heart friend.
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