Be careful of these 10 big pits of e-commerce operations_E-commerce operations

   If you want to dig deeper into those who either exit with regret in the middle of the operation of e-commerce or die from different "e-commerce diseases" in the end, you will find that although they closed their e-commerce stores in the end and vowed not to touch e-commerce again, the reasons for their departure were different.

   10 big pits in e-commerce:

   1. Simply sell goods thinking; 2. No high-quality content production capacity; 3. Simply KPI thinking; 4. Lack of understanding of new media; 5. Only skills and technology are the first; 6. Pure business; 7. No forward-looking and strategic vision; 8. Only making money is the first; 9. Speculation is not devoted to thinking; 10. "Elastic" is the best.

   The following is analyzing the above 10 death methods one by one. If you seem familiar with certain cases, it means that this analysis is a real case. Therefore, before entering the topic, please know the principles of this article: Welcome to take the exam. Similarities are deliberate, and coincidence is normal.

   1. Simply sell goods thinking

   Comment: This is the continuation of the traditional marketing thinking of traditional brands in e-commerce operations, or in other words, it is still based on traditional marketing thinking to do e-commerce. In fact, traditional brands also have the idea of ​​selling goods in traditional channels. To put it bluntly, the idea of ​​selling goods is the idea of ​​wholesale.

   Either you build a whole plate of goods behind closed doors or follow the plagiarism of big brands. For example, the clothing industry follows European and American popular magazines or big brands, and then the entire market seems to be using the same designer. This kind of selling thinking means that before the product development, there is no comprehensive planning, and after it is launched on the market, it does not care about the sales at all. Originally, wholesale is a one-time transaction. The agent takes the goods back, regardless of whether you sell them or not.

   When using this kind of selling thinking to do e-commerce, the conflict between the two is immediately highlighted. The essence of e-commerce is retail, and retail emphasizes the overall operational ability of the brand, and what is needed is the integration and matching of various brand resources. Specific manifestations:

   1. Plagiarize a copy of the goods;

   2. Go to the wholesale market to form a plate of goods;

   3. Anyway, the warehouse has a lot of inventory, which is the most typical idea.

   The root of thought:

   A classic reflection of the traditional marketing thinking of deeply rooted traditional brands in e-commerce operations;

   The thinking of selling goods is wholesale thinking;

   The lack of brand building in traditional marketing is reflected in the operation of e-commerce.

   2. No high-quality content production capacity

   Comment: Brands are a complex of high-quality content. E-commerce stores, like physical stores, are situational and theatrical reproduction of high-quality content. Whether it is a brand that performs well in physical stores or a brand that excels in e-commerce operations, they all reflect this. On the contrary, those dead e-commerce and those who are about to die lack the production capacity of high-quality content.

   Countless dead e-commerce martyrs have revealed one thing: this kind of e-commerce that has no content production capacity only knows rough discount promotions. In physical stores, waiting for customers to come, but in e-commerce, they rely entirely on the platform's traffic; this kind of brand without high-quality content gives people the impression that most of them are low-end, shoddy, and have no distinctive brand style.

   Specifically reflect:

   1. There is no planning and creative department at all;

   2. Know nothing about the application of online media;

   3. It’s just a parasite on e-commerce platforms;

   4. Rely on promotions to survive.

   The root of thought:

   1. It is still traditional marketing thinking that dominates e-commerce operations;

   2. Lack of in-depth understanding of the essence of e-commerce.

   3. Simple KPI thinking

   Comment: An article circulated on Sina Weibo called "Performance Destroys Sony". Everyone knows that performance is KPI. If performanceism really ruined Sony, then countless traditional companies in China have been ruined by this fashionable concept. In China, the rich will be interested in learning and doing any fashionable concept, and the rich will be distorted in actual implementation. Unfortunately, the e-commerce operations of many brands are just dying on this distorted KPI.

   How far has this distorted KPI reached? The rich man even had to calculate the input-output ratio for a cent. Now there is a fashionable saying called conversion rate. If you feel that you can't convince the rich in conversion rate, then don't talk to the rich in any so-called solutions.

   For example, when talking to the rich and the rich and the rich and the rich and the rich must say, how much conversion rate do you have to bring to me if I release this information? Or, how much money I give you, how much sales you have to bring to me. Simple, rough.

   Specific manifestations:

   1. Everything must be discussed with the conversion rate.

   2. KPI is the core, and there is no trial and error opportunity.

   3. Planning creativity and even any innovation are impossible.

   The root of thought:

   1. If you want to win, you are afraid of losing: you just want to invest some money and try it, but never lose money. You can continue to do it if you have something to make money;

   2. Disguised management and monitoring, thinking that this will help you manage your employees firmly.

   4. Lack of understanding of new media

   Comment: I once said that many brands of e-commerce stores are actually a "information island" in the Internet world. In addition to relying on the promotional tools of the e-commerce platform itself, these e-commerce stores are almost "isolated from the Internet". Later, it developed to posting various tiresome promotional advertisements on Weibo, ** group, and ** space. But fundamentally speaking, this simple and crude promotional information push will not have any effect on the communication between the store and the online world.

   To this day, the "information island" of many e-commerce stores still exists, let alone social e-commerce. In other words, they still know nothing about new media: they regard registering an account on Weibo and WeChat as new media marketing, they regard the copied and pasted chicken soup as content production, and they regard the boastful soft articles as brand communication.

   Specific manifestations:

   1. Become the prey of WeChat marketing micro-marketing pyramid scheme training in a swarm;

   2. Register a WeChat public account in a rush, and then you won’t know what to post in less than a few months;

   3. Or post promotional advertisements in ** group, ** space, WeChat and Weibo;

   4. I think the keywords investing in Baidu are online marketing.

   The root of thought:

   1. Still dominate with traditional marketing thinking;

   2. I don’t know anything about the position of new media in brand marketing and even in e-commerce operations;

   3. Listen to the operation of new media marketing.

   5. Only skills and technology are the first priority

   Comment: Nowadays, there are many books on the analysis, application and practical operation of various techniques, techniques and tactics of e-commerce. Most of the information on Weibo and WeChat are available, and these techniques and tactics are completely dependent on Taobao and Tmall. In other words, in the eyes of many people, Taobao and Tmall mean e-commerce, but it still has to be said that although Taobao and Tmall account for the vast majority of the share of e-commerce, it does not mean that they are all e-commerce.

   We have spent too much time studying the various messy rules on Taobao and Tmall, and these rules are changing year by year and time. So much so, many people think that if you understand these rules thoroughly, e-commerce operations will be smooth, and all traffic conversion rates will be easy to win.

   And now, it is precisely these shops who are proficient in skills and tactics that are in a difficult situation. It can be said that skills and tactics have not saved them.

   As we all know, the reason why stores have to study skills and tactics hard is to attract traffic, which is to import traffic into the store through various promotional tools and techniques provided by the platform. Of course, these skills and tactics can bring some traffic, but they are by no means all.

   A passage I said on Sina Weibo on Sexy Marketing: I have always stubbornly believed that although the so-called e-commerce operation skills are helpful to the store, they are far from the fundamental solution. There is not enough water in the entire e-commerce pool and the water source is limited. Alibaba and Sina cooperated to divert traffic from Weibo, but it seems that the results are not great. Now sellers are suffering from traffic hunger, and the trickle brought by skilled operations cannot satisfy the seller's hunger. The platform makes money, but it makes the seller suffer.

   Specific manifestations:

   1. Mastering skills and tactics becomes the whole of e-commerce operations;

   2. Traffic hunger and thirst.

   The root of thought:

   There is no deep understanding or rational planning for e-commerce and operations.

   6. Pure business

   Comment: As you all know, most of the people who are now operating e-commerce are transformed from traditional brands. These local tyrants have achieved today's success through their own hard work in physical channels. Therefore, they are all real practical people. These practical people work hard and work hard in the e-commerce industry. Their catchphrase is "do practical things and work more." Any idea that is biased from its values, cognition, and thinking is regarded as a blowjob, theory, impractical, unrealistic, and inability to implement, etc.

   They have indeed created a brand world based on their own real materials in physical channels, which has enabled them to develop a habit of only knowing how to work but not thinking. They reaped the results, but they never knew how the results came about. Just like today, in terms of e-commerce operations, they still gained losses, confusion and other endings, but they still don’t know what caused all of this.

   Specific performance: busy

   The root of thought: chaos

   7. No forward-looking and strategic vision

   Comment: No planning or strategy, this is the current situation of e-commerce operations of almost all brands. Some are here to clear inventory, some are spare money for fun, and some are desperate in physical channels. In short, few have clear, scientific and feasible strategic plans for e-commerce operations.

   Why there is no plan? On the one hand, it is confusing that physical channels are impacted by e-commerce, and the physical channels cannot be lost. Secondly, e-commerce is just a sewer that brands are dispensable. Third, there is no clear understanding of the role of e-commerce in brands and even the matching of the future development of the brand.

   E-commerce has become a real useless rib for most brands that rely on physical channels to sell: I feel unwilling to see others doing things in full swing in e-commerce. Do it, but you have the will but not the strength.

   Specific manifestations:

   1. Just live by the way;

   2. Accessories for brand sales.

   The root of thought:

   Mainly based on physical channels, e-commerce is the sewer.

   8. Only making money is the first priority

   Comment: Of course, you have to make money when doing business, which is natural. But everyone knows that if you want to make money, you need to have investment, make big money, and have a team. If you want to make big money and make long-term money by relying on your brand, you need to invest more from awesome teams.

   It’s such a simple truth, but many e-commerce practitioners have encountered problems. In their opinion, making money is a must, and only making money is the most important thing. Therefore, under the guidance of the core idea of ​​making money first, an e-commerce operation team with flat car workers, warehouse managers, repairmen, etc. as the core was established. Don’t think I’m joking. In many traditional companies, the e-commerce operation team is almost a “grass team” drawn from various departments.

   Do you think the rich people don’t want to invite professional and awesome people? Of course, but because of the investment, it is better to find a few people in the company to explore it slowly. This exploration doesn’t matter, but it suddenly touched e-commerce.

   Specific manifestations:

   1. Grass team;

   2. Everything is about saving money.

   The root of thought: short-sightedness

   9. Speculation is not devoted to thinking

   Comment: Tell me a case: There is a local tycoon who is preparing to launch a new project. The convening of the people is ready to start working. From the initial project in December 2013, the e-commerce store must be opened in March 2014, this is the most outrageous plan in history. Then by September 2014, such a large-scale change was already shocking. During this period, the so-called marketing elite think tank was convened for project discussions, and the post-80s generation proposed to create a micro-film that could attract the attention of the post-90s generation, which in turn triggered the market and set off the first shot of brand sales. The rich man immediately adopted the execution after hearing this. Q: How to cooperate with e-commerce stores? The rich man actually stammered and said something else.

   The most classic thing about this case is that it is fantasy of using a micro-film to ignite the market, a new brand, a new e-commerce store, and actually relying on a micro-film. This kind of ignoring the basic business logic seems to be a fantasy, but it really happened. Why does such a strange thing happen? To put it bluntly, it is the speculative mentality of the local tyrant. It can be achieved through one battle and a mere micro-film can conquer a country. What an attractive thing. No one can refuse this sudden happiness. Such things have happened to many local tycoons operating e-commerce, and they will continue to happen.

   Specific expression: fantasy

   The root of thought: speculation

   10. "Immunition" and food is gone

   Comment: Financing, spending money to spend the market and increase sales, so as to obtain a higher valuation, and then conducting the next round of financing, constantly setting the listing time. Once the "change of the sky", if the renewed financing cannot keep up, it will collapse in a sudden situation!

   Specific performance: Always raising funds

   Shanghai Xuanming Network Technology Co., Ltd. is a company specializing in the operation of e-commerce circles, focusing on e-commerce connections, information, communication, resource integration, etc.