At the regular meeting of Laogao E-commerce Club, the founder of club member Jin Xilu shared with all members how to operate the store with data changes. Here are some of the speech:
Let’s talk about the topic we are going to talk about today. I want to talk about it from several dimensions. For example, in terms of performance, one of the confusions among graduates is that their performance is unstable, with frequent performance and frequent performance. If you don’t know the reasons, you can’t develop corresponding effective solutions. I believe many people have such problems. Just because he does not have data-based operations, my store has good business, why is he good? Why is his business poor? I knew my turnover had dropped. I vaguely felt that it was a competitor coming up and Tmall's market traffic declined, but they had a very accurate judgment. Another problem that data-based operations can solve is. You should not choose a piece based on your own feelings. For example, if you make bedding, you may want to have a four-piece quilt set, and the pillows must be the best seller and the most profitable one. But now, it is a loss to make a four-piece set. Those who have no foundation and no supply chain advantages will die. Don’t judge based on your feelings. This category is well-known. It is precisely because of this that many people are desperately losing money. I thought I could make it back later, but I regret to tell you that it was OK last year and it was relied on sales to collect money. But I don’t think this is very likely this year, because you killed one person and there are thousands of people who sell 99 yuan four-piece sets there. So what do you do? That's the situation.
Then there is another thing that is the conversion rate is insufficient, etc. Many are studying core indicators in depth. Including many people only look at the homepage of the data cube every day, and they feel very happy when they stare at his data jump. Sell for 10 minutes and see how much you sold every hour. In fact, these things are not important at all. Actually, this is the result. What we should pay attention to is other data that produces this result, and pay great attention to other indicators.
Another one is the planning of the event. In fact, the event can also be done with such refined and data-based operations . For example, it is Juhuasuan. I think the principles are the same. It means whether you have observed other competitors. They said that Juhuasuan includes what products they made at what time, how many imported products were, and whether they directly counted them at that time, and now there are such software to watch. Have you followed this data? And is this true for most people? For example, I think it is suitable for making mats in June, but at that time, there may be 10 people and 20 people going to make mats. They will kill you in seconds with a low price, and then it's over. In the end, there was no summary of the activity, and I didn’t know where I failed. The summary must be a data-based summary. Why did I do this at that time and why did I notify other competitors? Is it possible that our product will be promoted in another area? There is also roi in click-through rate. I won’t talk about the entire ratio now, but what I can tell you is that the ratio of the entire market is very low. It's so low that you may not imagine. Maybe many people in our club believe that they are doing better than the market, because I believe that this can be done whatever you want. It's very low. In this case, how can I not let this happen? For us, it may be relatively better. For example, when our peers are promoting, their roi is 1:1, we do 1:2 or 1 to 1.5, or do we have more advantages under the same circumstances, etc. What should I do about this? Promotion, that is, this sentence uses a final reflection and also has a cost control. In other words, have your product made a cost table? Don’t wait until the end of the sale, you have a lot of hidden costs that are not calculated. In the end, it will definitely be a terrible number. For example, if you work in a state-owned enterprise or a large enterprise, it means you want to lose a job. If you say that you have some resources integrated with funds to start a business and do it, then I may lose it if I have a slight mistake. So you must settle the accounts.
In fact, many problems can be solved by data operation . Data operation. What I just mentioned seems to be a mysterious concept, but in fact, I think data operation is a way of thinking, and I think this is a very simple way of thinking. I think it is a three-step process of data collection, data analysis and data mining. What kind of problem are these three steps actually solving? The first data is to collect reports. Let us all know what is the most real situation now? Maybe you think we are like, don’t we know what we are? I can tell you that many people don’t know what they are doing. For example, I will ask you a question now, is the traffic of the most popular hot products in your store rising or falling today? What causes it? I believe many people just don't know the first question. Maybe many bosses are people at the concept level, and they have never clicked in or looked at it carefully. This is a dimension, which will be discussed later. In terms of data analysis, we know that through data analysis, we can know why we are like this? Through the data just now, I believe everyone is so smart. Actually, I am very stupid. I think I can see some problems, and many of the people here can actually see them. That's why we are like this.
In the end, the higher level is data mining. After analysis, we must start digging to judge what we will do in the future and what we will be like in the future. I think this is the most important thing, especially for all the elders and bosses here. I think this is a way of thinking for the entire data operation. Later, I will explore data from several dimensions of the industry, which is from our own category. That is how we look at some data in our own industry? Of course, there are many dimensions of these data. I believe everyone has many tools, different. I believe that many people do better than me, and I may not know everything. I only represent a way of thinking. In our industry, opening this Rubik's Cube and in bedding, there are many categories that account for and prove it. This is a good place. We must always pay attention. This thing is just a place, which means that we can see it through many dimensions. I provide a suggestion to my waiters. When we look at the rankings, we cannot clearly see the more detailed rankings, so this will affect our judgment. What kind of quilt is used for? What is a quilt? What price range quilts? In fact, more data is needed. If you want to do data operations , data will never be enough.
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