7 e-commerce celebrities tell secrets that 99% of people don’t know
Roundtable forum for senior veteran members with sales of over 100 million in Jinguan Club
(Introduced from right to left)
1. Xiangyun : "Pleasant to the eyes and clear heart", founder of Yuexinpai. With 13 years of experience in Taobao e-commerce, the team was founded in 2003 and currently owns more than 30 brands and nearly 20 companies. It has a core team of 100 people, and independently operates more than 20 Taobao, Tmall and JD stores, with multiple categories as top brands.
2. Lai Fada: The person in charge of Kabee's e-commerce operation, whose sales scale exceeded 300 million yuan in 2015. The company has more than 400 employees; it has three brand flagship stores and more than 30 specialty stores, and is good at establishing company standards and systems.
3. Zheng Hongbin: Everyone calls him "Brother Bin", the founder of the Internet LED home lighting brand, and the top three sales in the LED lighting category for many years. The brand comes from Ningbo. Brother Bin has many years of entrepreneurial experience. He began to come into contact with e-commerce in 2010 and has his own unique insights into company management and team collaboration.
4. Brother Fei: He used to be a top 500 executive, but later decided to resign and do Taobao by himself. Now he is a TOP seller for multiple brands and categories for Taobao, JD.com, and Amazon.
5. Lao Gao : Lao Gao Crown Club, Golden Crown Club, Shanghai Xuanming Network founder; China SNS marketing expert; e-commerce angel investor.
6. Zhou Zhefeng: He joined BQB internationally renowned company in 1999 and has 16 years of experience in the e-commerce industry. In 2009, he started his business and created a maternal and infant independent brand. In 2014, he founded a cross-border e-commerce company. He has now established overseas companies in the United States, Australia, Europe and Japan. He is also the No. 1 member of Laogao Crown Club.
7. Wu Wenbo : At the end of 2013, it opened its first Taobao Tmall store, and now it has 7 Tmall stores and multiple other online brands of stores; its main categories are washing and cleaning, formaldehyde testing, cleaning, and care products. Ranked first in the category sales on Taobao. Currently, the number of e-commerce teams is about 80 people, and the office is 2,000 square meters.
Lao Gao spoke:
I haven't been on stage for many years and everything is the best arrangement. I am also very happy. I hope to open myself and release my humanity and nature in this link. If you have any questions, the brothers on the stage will do their best to answer everyone. Because everyone here has known me for many years.
All are more realistic. When you ask questions, you must ask the "most painful" questions and the most unthinkable questions. Laogao Crown Club will give you the most satisfactory answers.
1. Member: If we look at it from a brand’s perspective, what else can improve brand awareness besides price, details, and evaluation?
Brother Bin : Your question is actually "how to improve the conversion rate of a product", but in fact there are many dimensions. Yesterday, Lao Gao shared that the essence of our life or the core of e-commerce is: one end is the product, and the other end is the user. So from the root point of view, we need to find the entire channel suitable for e-commerce, products that consumers can accept in specific e-commerce markets. It is divided into horizontal and vertical directions. The horizontal direction is your price range, which conforms to your positioning; whether the vertical direction is consistent with your main business and the positioning of the population is the main premise. "Product is king", this is one part; then the second part, you just mentioned brand building. Judging from your question, I think there is no need to consider too much brand in the e-commerce field or in the current market environment! I don’t know if you are building a Taobao brand or a traditional brand, I do both. It is more about looking at the product itself, considering the style and cost-effectiveness of the product itself, and not much about considering it from the brand dimension. This is the second; the third, there are many ways to improve conversion rates on the business side of the product. It is nothing more than: the dimension of customer service, improving conversion rates, and training: training on product knowledge, sales skills, bargaining skills, plus some management, supervision, performance appraisal, etc. to improve our inquiry conversion rate. This is at the customer service level. Detail page dimensions, in fact, conversion rate is a very comprehensive thing. It does not mean that you can achieve it immediately after doing something, or that conversion rate can be increased by 3 points to 5 points. It is a systematic project, starting from the product itself, and every detail must be done well.
Brother Fei: Let me talk about my point of view. During our own operation, I have also encountered many products and friends. In fact, sometimes you have to objectively think that some things are indeed impossible to raise! We often immerse ourselves in an environment and think that our things are very good. If they sell for 10 yuan, I sell for 100 yuan. I sell for 100 yuan. I sell for better than others. What is the better thing about my things. But sometimes you have to objectively look back and face this reality. Maybe your things are really good but the customers don’t know, but in some processes or time points, you can’t change your conversion rate quickly. And conversion rate is the most important thing. In the end, you have to return to the essence: First of all, will the product I promote have a good conversion rate? We sometimes share all the pages or other things that we make later, but in the end, "the ugly daughter-in-law still has to meet her parents-in-law." So is the essence good? If it is not good, then do we need to make some adjustments instead of saying "I'm thinking of a way", it's useless to just think of a way!
Lao Gao: Actually, what a product sells is not a product, but a "trust", including product packaging. What is it packed? What is wrapped is trust. So how does trust come about? That is, your details page should bring benefits to consumers. Many sellers will make a mistake. The customer needs they think are different from the customer's real needs. There was a brother in the past, which was a very typical case. I wanted to buy fish tanks and fish food at their house. His business was not very good, so I asked him, "What is your customer buying this fish tank? In what environment and environment do you buy your fish tank?" He told me it was for decoration. Of course, I didn't buy his fish tank for decoration. But I wasn't very sure yet. I said, go back and talk to your 100 customers. After the conversation, he told me in surprise that customers bought fish tanks not for decoration. The vast majority of customers are because of Feng Shui. Sometimes we think that customers' needs are different from the real needs of customers. Now the consumer demand changes particularly rapidly, and it may change in three months. As a boss, you must not be separated from consumers' needs for too long. You haven't had contact with customers for half a year to a year. Sometimes we have to chat with customers, and I think it's very necessary! Embed your customers’ real "pain points" and real interests into your baby details page. Many times, our art, vision, and design do not understand the needs of customers, and the boss cannot accurately understand them, let alone our design and art operations. Perhaps the employees at the middle level do not understand the needs of customers and the real pain points. If your details page really captures the customer's interest demands and pain points, then users will definitely resonate when they see your packaging and details page, which will be of some help to improve your conversion rate. This is the first point. What is the second point? It's the customer service team. I will share with you a trend. I have communicated with many sellers in the past two years. I think the future trend is that the customer service team will become particularly important. You must not regard customer service as the second and third position except operation. I think the future customer service team must be sales customer service! We must build the customer service team as a sales team. You will find that the traffic is getting more and more expensive. Our front-end brings a large number of customers through operations, SNS, and many paid promotions, but in the customer service team, it is lost. This is a very common phenomenon I see. Moreover, the passive order acceptance of customer service is no longer in line with the future trend. The dividend period in the first two years is OK, but it will definitely not be in line with the trend of the times in the future. So now I have observed that many big sellers have begun to transform. How to transform? Recruiting sales managers and taking charge of the management of the customer service team. Lead the customer service team into a sales team and absorb sales talents to serve as customer service to drive the team's flexibility. Why? Because the traffic coming from Taobao requires continuous updates and active attacks and sales, and the release of new products can directly help you make hot products through the sales team, because each customer service has a large number of customers. With a new product released, the sales team can make your hits. Therefore, in the future, we must pay attention to the "wolf nature" and "sales nature" of the customer service team! This is also very critical to your conversion rate! First of all, your product must be good, and the product must be linked to customer needs. After the product is ready, then link the interests of your product with the real customer needs to resonate. What remains are operations, art and customer service teams, which become particularly important.
Brother Bin: Lao Gao shared it very well! Let me share with you one more thing. A bowl of spicy hot pot that is not very delicious offline. No matter how we pass the "Internet celebrity live broadcast", no matter how we place an order through "WeChat", no matter how we pass the "Meituan Sales", we will never make this bowl of spicy hot pot better. The Internet is just our channel, and products are our essence. Starting from the perspective of consumers and finding products that suit consumers is the fundamental reason. Then list all the factors related to conversion rate with A4 paper and pen one by one, and pick the details bit by bit, so our conversion rate will definitely be able to go to a higher level!
Brother Fei: Let me share my recent case with Lao Gao’s words. We are making a product now, and the product is ginger tea. When the team was making the page, we listed all the selling points. Our recipe is very good and the effect is very good. We conducted surveys on old customers and people, voted on WeChat, and finally found that this does not mean that it is correct, but I just share my own cases with you. The person who bought it in the end did not care about the efficacy of your product at all. What problems did I find in the end? Many customers are confused about whether it is delicious or not, because the first reaction of ginger tea is relatively spicy, and customers consider whether it will be very difficult to drink. I saw that in all categories, none of them tasted like, and everyone was saying that the product was effective. In fact, no customer would care about the effectiveness of your ginger tea that costs 19.9 yuan, so I think you must investigate.
2. We now have a model, multiple categories and multiple stores. I would like to ask you about it from two aspects: one is technology, do you need independent IP and independent computer? The second is in the company's operation structure, how to manage multiple categories and multiple stores? How to operate? I hope you can share some experience with us.
Lao Gao: This question is very good!