What is the way out for grassroots Taobao?

　　The roundtable forum is a major feature of the regular meeting of Laogao Crown Club. I will invite several very awesome merchants and brothers from the Golden Crown Club to discuss a certain issue and diagnose certain issues of members on the spot.

　　The following is a selection of full texts:

　　Member 1: Currently, the company has two products of its own, and there are 23 other agent products. It is now operated in a C-store. Because the products have body shaping functions, it is impossible to open a direct train. It is now a bit difficult and confused to promote new products. Is it suitable to be a Tmall store in this situation?

　　Brother Fei: You said you currently have a C store, but you can't do direct trains, so you don't know how to promote it. So what you mean is that after opening a Tmall store, you will have some traffic. In response to this situation, according to Taobao's current sales situation, my advice to you is that if you point to opening a Tmall store, you will immediately have traffic, then I think you may be a little naive.

　　Although Taobao will have some inclination in some aspects, it is mainly in the part of its own operation. I opened a Tmall store in 2009 and there will indeed be some Tmall-related resources in 2010 and 2011. But today, it mainly depends on your operations, your abilities, your operations. It is unlikely that you will have traffic immediately when you open a Tmall. This is my opinion on this matter.

　　Scrophularia: I have just repeatedly told you something called self-operation. What Brother Fei said just now confirms this matter. I had a very deep impression of something before. Once we pulled the data and found a three-diamond seller. What does he do? Maybe it was a small store opened by his family, which sells quilts. One hundred quilts may pop up in a month, and then sell them in a few days. Then I didn’t open a store and continued to play cotton, then pop up hundreds of quilts, and then sell them in one go. This incident left a deep impression on me.

　　Is it e-commerce or business electronic when we do Taobao? In fact, if you treat this as a business, it is your own problem. You cannot go to the direct train or the special offer every day for this special category. So what should you do?

　　If you have to rely on a little traffic given to you by Tmall and Taobao, it is unrealistic. But now Alibaba has many things that can help you do this, including our Weitao and our contacts, etc. You can run the user group of your product. If you run it, your product will help consumers and they can accept it. In fact, your user group will gradually increase, and this is self-operation. Moreover, Taobao is now launching a new product, which is too expensive for the current new store sellers. Maybe in the future, you can publish a product with your mobile phone and buy it if you want to buy it. In fact, what Taobao is doing now is what I just said:

　　We return to the position we should do and Taobao does a good job in the platform.

　　As you all know, Alibaba has invested in Haier's Ririshun Logistics. Why do we cooperate with them? In fact, Taobao wants to help sellers solve the problem of express logistics. In the final analysis, you are still yourselves. If you go to the Building Materials City to rent a stall to sell building materials, whether your business is good depends on yourself. It has nothing to do with the boss of the Building Materials City. I will deal with the management problems around the Building Materials City. I will solve the problem of public security. The real operation problem is still you.

　　Lao Gao: I have just said that people-oriented. These four words can solve this problem. I believe that everyone will encounter such problems: where our customers come from, where our users come from, and where our fans come from. From the moment we have to put aside Taobao thinking. After working on Taobao for a long time, our thinking will be a bit solidified. There are many such customers on the Internet. They will expose their needs, they will establish circles, and the circles will reflect their value.

　　Member 2: The cost of doing Taobao is very high now, the sales volume has increased, and the turnover has reached tens of millions, but my income is not as much as three years ago, and I even lose money. Where is the path to Taobao without a factory like me?

　　Goujian: Let me introduce myself again. I am Goujian, who is responsible for the operation and marketing product business data analysis of Taobao BI counterpart industry operations and marketing products. I have a friend who is now a store on Taobao Liangxingguan. It took more than two years, which is a bit similar to the problem just now. He also made a lot of money at the beginning. Later, he encountered the problem of how to build a brand and how to find a manufacturer. I just said that you don’t have a factory, but this problem can be easily solved. Now there are many manufacturers who want to change careers and do Taobao, hoping to receive orders from Taobao. My friend is the same. He said that his net profit last year was 30 million. As of the previous few days, his net profit was zero. He said that he was going to start building a brand.

　　Brands need to find their own factories, and there will definitely be a period of pain. It may be that they need to shorten the transformation period as much as possible. There are more and more sellers and so much traffic. Then they need to build a brand, quickly learn to build a circle, make good use of money as much as possible, and transform quickly.

　　Fei Ge: The gameplay in the past is no longer suitable today. Today, the net profit is zero, so you have surpassed 80% of Taobao sellers. So if you can still be zero today, it means you are relatively successful, because 80% of sellers may be negative, and all you need is to learn quickly. When you come here today and realize this problem, you have already succeeded. If we think we are grassroots, then in the current competitive level, such as team management, product line management, or supply chain management, this kind of thing had nothing to do with us five years ago. So if you are zero now, it means that your skills are not problematic, and then you need to learn quickly. When you feel that you have not learned what you think you can, don’t invest blindly.

　　Lao Gao: No profit is actually a common phenomenon. We have to ask ourselves why there is no profit. In fact, it may be that our products, our marketing, our services, and our brands are not differentiated. Either you have differentiated, or you make others think you have differentiated.

　　For example, if I wear the same clothes as Fei Ge, I can sell them more expensive than him. Although our products are the same, I can make customers think that they are differentiated through my packaging and introduction. For example, if this clothes are worn by me, it can be more than ten yuan. The second is that there are no customers who follow you, that is, you have no fans. As long as you have fans, you will definitely make profits. If you have loyal customers, you will follow you. How can you not have profits? If you want users to follow you, you must make them trust you. As long as you establish a kind of trust, you will have fans.

　　Lu Shang: Many people have made money and lived well, but you can't find him in tofu. We have done research before. There is a company called Aidink. He only has 200 orders a day, but his financing has reached 20 million. There are many innovative models. Without skills, you can't continue the path of snatching traffic. Why do you have to go? This should be reflected on carefully, business is cruel.

　　Member 3: I am a physical person, and then I transformed into Tmall. I am currently in the cosmetics category. The monthly sales volume is about 3 million. If you want to continue to develop, how can I find the right talents to build a team?

　　Fei Ge: First of all, your problem is very skillful. You have basically considered it from the team. Many sellers will encounter such problems. Our industry is developing too fast. Not many suitable for this industry to be professional managers. The facts of talents poached offline are not very suitable. So I personally suggest that maybe you can consider it from the mechanism. In the past, we used to operate a store. At that time, this model led to many merchants being a hot commodity economy. The operation of a whole store is at least at the level of vice president. Because of the operation, he has to choose products, select activities, communicate with artists, and have strong work ability. It is difficult to find such a group of people under the current conditions. So now we will break the concept of the store and turn it into a product project manager. Each basic operation personnel will directly operate a product line or subcategory, so that there will be fewer requirements for his ability. Many store operation personnel are not enough. In fact, you don’t need two strong operations, but can become five basic operations. This is proven by facts.

　　Scrophularia: Do you want to recruit talents or recruit people? Recruiting people should not be that difficult. Recruiting people is actually very simple. Just go to relevant job fairs to find them. Nowadays, many operations choose bosses. If I am a traditional offline boss, I open a hotel and find a partner, and I will give you 55% of the profits, and then you help me build the restaurant. I think this should not be a real idea of ​​doing business. As a boss, you should understand the things themselves. In fact, after you understand these things, you only need to recruit people to help you solve this problem. Talents are really hard to come by.

　　Member 4: The repurchase rate of home decoration and furniture is not high. What suggestions do you have for old customers?

　　Fei Ge: The repurchase rate of this type of product is indeed not high, and it will have a certain impact. You see this problem because the front-end traffic is very hard. In fact, there are two different understandings of the repurchase rate. One is that I bought it today and I will buy it tomorrow, and the other is that I bought it today and I will ask Lao Gao to buy it tomorrow. You should diversify this thinking a little, don’t think too hard, you can do topics, old customers, and circle marketing.

　　Lao Gao: Don’t get stuck in product marketing. We need value marketing, such as facial masks. Do you think customers buy facial masks for this product? In fact, what they buy is fantasy. We want to amplify this vision. What is your value? What they need is a warm family. You just need to connect the products with these.

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