Micro-store operation - a summary of store opening experience

　　Many students who do business operations should be familiar with Weidian. They will be used for derivatives and course monetization. If it is a company that is purely engaged in e-commerce, Weidian must be a channel to seize. After all, Taobao cannot count on selling goods on WeChat.

1. WeChat store positioning

　　Weidian is a tool for monetization of WeChat e-commerce. In fact, there are other similar tools, such as Youzan and Diandianke. The reason why they chose Weidian is that this thing is free. You see, it costs 4,999 yuan per year as soon as Youzan comes up, so it is uninstalled and blocked. Second, because WeChat stores have Tencent Baba investment, if you own people, the permissions in WeChat will be higher. For example, Taobao cannot share a link on WeChat, so you can only use the sque password and hug the Taobao babies with heartache.

　　The well-known value of Weidian is the distribution channel. When I was making flower tea, the reason why I chose Weidian first, rather than Taobao, was the distribution model of Weidian. Because we make our own products and suppliers, we need to expand channels. The channels include traditional gameplay such as supermarkets and distributors, and there are also new models such as WeChat distribution, which is that millions of users on WeChat can help you distribute, and they can be done in minutes. I remember that an e-commerce platform used to develop a distribution model and focused on promoting a certain steak. It sold hundreds of thousands of servings that day, and it was launched by small users.

2. Introduction to the basic functions of WeChat stores

　　An e-commerce platform includes the most basic functions: product management, order management, marketing promotion, store decoration and auxiliary functions. Next, I will use legend to display these functions. It should be noted that it is best to put and remove products, do activities, edit materials, etc. in the micro store, and the efficiency will be higher than that of the PC.

　　When I launched the first flower tea product, I operated it on the PC side and took ten minutes. The remaining nine products were changed to be operated on the mobile side and it was done in half an hour.

Product Management:

　　In the product management of Weidian, there are three menus: adding products, batch management and classification management. Each product has four functions: preview, analysis, promotion and sharing. Needless to say, these basic functions need to be discussed in detail. I will focus on the sharing function, because it is promoted on WeChat. After I added the product, I shared it with WeChat friends on WeChat. The user received a mini program, and when I shared the store with the user, the user received an H5 page, which made me confused.

　　If it is a mini program, the purchasing experience is much better than H5. After the user purchases, he will look for this entrance for the second time, drop down WeChat, and enter the WeChat mini program and see it. If it is an H5 link, after the user has purchased it, he or she will either look for the previous link or download a Wedian APP. When we were doing course promotion before, the user called to complain. Why did he not receive the redemption code I bought? Because they are not old drivers at all and have not installed Wedian.

　　Order management is my favorite page to browse, because every time I go to this page, I can see how many orders I sold and how much I earned, and I feel happy. After we ship the order, we will enter the express order number into the order and show that the shipment has been shipped. Like Taobao, we will automatically confirm the receipt shortly after the user signs for it. This function is quite user-friendly. Just like what I bought on Taobao, I almost never order what has been received, and the system automatically confirms it.

　　There is a situation that needs to be explained separately. When users purchase multiple products and are not shipped in one go, they can first check the products that have been shipped. When mailing the products, they can check them separately. We have encountered users who bought 3 products, 2 of which are in the warehouse, and the other one needs to be mailed by the manufacturer. They are sent in batches, and there are 2 express order numbers in the WeChat store.

Marketing promotion:

　　This is the focus of this article. Only after marketing and promotion can you really bring benefits. According to my years of operational experience, users are very fond of activities, and some users have developed the habit of not placing orders without seeing the event.

　　The marketing promotion page of the WeDian is divided according to its functions, including new customers, marketing tools (improving revenue), sharing and interaction (increasing exposure), promotion services and offline activities. Any function can bring good results, not only micro-store operation, but also channel operation and Weibo operation .

　　Here I will briefly explain the functions I have used before. You can explore the functions that have not been mentioned on your own and find the useful functions. You can also tell me.

　　1. Wechat group buying

　　The group buying function was the main reason why we chose WeChat store at that time, because our APP did not support the group buying function and could only rely on third parties. The group buying function of Weidian requires a fee to be opened, 18 yuan per month, 98 yuan per 6 months. The longer you buy, the lower the price. If you are not doing activities for a long time, it is recommended to buy one month. We only used the group purchase of courses once and bought it for a month.

　　The group buying in Weidian only supports 2 to 10 people. The gameplay of group buying is similar to that of the popular Pinduoduo now. You can initiate group buying or participate in group buying. Our group buying activity at that time was originally priced at 688 courses and a group buying price of 488 yuan is considered successful if 3 people form a group.

　　In order to gain this advantage, users attract users everywhere and follow similar target user principles. For users with the same needs, the friends they contact will also have needs. For example, if you are learning English, you will come into contact with many people who are learning English. At this time, you will be able to promote an English course group buying activity, which will easily cover the people you are learning English.

　　Weidian defines this activity as attracting new products, but in actual operation, it becomes a disguised discount activity. Some users have a narrow social relationship and cannot attract new users. What should I do? We called on everyone to buy together in our existing user groups. As a result, most of the users participating in the group purchase are old users, and it has become a discount activity for all employees. When we use this function, remember to pay attention to this point.

　　2. Kill in seconds

　　The function of flash sale is to attract traffic, and a large amount of traffic can be gathered in a short period of time. Because the price of instant kill is particularly tempting, we instant kill is to sell courses worth 100 yuan at one yuan price, and we limited 50 places. This is the case with instant kill. Only a small number of people can grab it. People who cannot grab it have become traffic. When browsing around, purchasing behavior occurs. This is the essence of instant killing.

　　There are two points to be grasped when doing a flash sale activity. One is to preview it in advance so that users can know the flash sale activity. Remember to let most users know that if a small number of people know this activity, they will lose the meaning of the flash sale activity. Another is to ensure account restrictions. Registration of WeChat stores is relatively simple. You can register one on one mobile phone. When a family has several mobile phones, a user will instantly kill multiple items.

　　Therefore, we have restricted the use of courses, so that even if a user grabs multiple redemption codes, they can only use them once, reducing the unfairness of the activity. At that time, a user really snatched 4 redemption codes in the event we were doing, which was so annoying.

　　If it is from a traditional industry, what you can do in seconds will be real money. The flower tea I just launched on the shelves is not planning to do flash sales activities at present, because the cost is indeed very high. If you do it, it is OK. Do flash sales activities once a month and kill one spot every time. It can be said that it is very rich and generous.

　　3. Group purchase

　　The case of group buying has been mentioned before. Here we briefly review, group buying is a group buying activity initiated in WeChat groups. For example, there are 10 group buying quotas. Only when more than 10 people in the group sign up for the group will they be considered successful in joining the group and can they buy products at the group purchase price.

　　The advantage of group buying activities is that the functions are free, unlike group buying activities that cost money, and group buying is also relatively simple to create. Set the start and end time of the event, the number of group buying people and the discount price, and forward it to the group. The disadvantage is that the front-end display is relatively low, and the font size of the discounted price is very small. When the user goes to the group participation page, he sees the original price. If he doesn’t look carefully, he cannot find the discounted price, which will reduce his willingness to join the group. There is no data monitoring, after the group buying activity is sent out, I want to see how many people are participating in the group in the background. Sorry, without this data, I can only go to the group to click on the link and read it myself. Oh, there are three people joining the group.

　　Shared promotion, this function is not used when doing course operation, but when I was in Huacha, the first thing I did was to set it up here and set a promotion share ratio of 15%, that is, a user will help me promote it and get a reward of 15% of sales. Do you think that if this is set up here, someone will help you promote it? The drawings are broken.

　　If you can really help you promote, you must also get the application for a supplier in your heart. You must submit various documents such as business licenses, production licenses, and other documents. There is also a self-service supply and marketing application for a supplier in your heart. After applying for this self-service trial sales function, normal users in the WeChat store will not see our products. I don’t know why there is such a requirement and decisively refuse to apply.

　　4. Free shipping

　　This is obviously the same as the freight setting in the transaction settings. Until now, I don’t know which freight setting should be based on, but it doesn’t matter, because the flower tea I make is free shipping for one piece. There are many such pitfalls in the WeChat store. You can't find the entrance to change a certain function. For example, I want to modify the bank card, but I didn't find it! I want to modify the layout, and I finally found this, through Baidu. No wonder Weidian can’t help it. I guess their product manager level is, hey, you know!

　　The above has only briefly analyzed a few functions, and there are still many functions that have not been explained. Why didn’t I talk about it? Because I have never used it! I won’t mislead you here. The operation work is a process of constantly exploring and trying new functions. If you have micro-store operations, you can try each function. If you make flower tea, I will definitely try it later. When I find a good function, I will tell you.

Store decoration:

　　Store decoration is the most important job in the early stage of the creation of a store. When I first started working in a WeChat store, a friend asked me, do you know how to decorate? I looked at the house I lived in. What does it have to do with the operation of a WeChat store? Later I found out that decoration refers to store layout, design and other work.

　　The decoration of a WeChat store is mainly in the store management and the decoration market. The store management is a module setting, similar to building a frame. There are various templates in the decoration market, such as curtains, toilets, etc. in the decoration market.

　　I still have to complain here. There are many options for templates in the decoration market, all, free, limited-time discounts, popular recommendations, clothing, etc. I checked for free, and then only 2 out! 2 out! 2 out! The other one is a supermarket template, which scared me so much that I quickly turned off the decoration market. We will never do such foolish behavior as those who have not opened yet and invest a lot of money on the platform, unless we have a good understanding of this platform.