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#Laogao E-commerce Newsletter# [E-commerce Evening News on April 4]

2018-04-04

  #Laogao E-commerce Newsletter# [E-commerce Evening News on April 4] 1. Didi Takeout: 1 for every 3 takeout in Wuxi comes from Didi; 2. Alibaba’s e-commerce platform led 36.81 million people to find jobs last year; 3. Tong Wenhong resigned as Wan Lin, director of YTO Express, to take over? ; 4. Some fake donkey-hide gelatin is still sold on e-commerce platforms such as Taobao; 5. BMW JD official flagship store is online, mainly engaged in original vehicle accessories; 6. College students born in the 1995 have a daily turnover of 5,000 for opening smart stores and working until 4 a.m....

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  E-commerce newsletter

  1. Didi Takeout: 1 for every 3 takeout in Wuxi comes from Didi

  Didi Takeout said that three days after its trial operation, 1 in every 3 takeout in Wuxi is currently from Didi, and Didi's local market share has reached 1/3.

  Luo Wen, the head of Didi Takeout, said: "Thank you to users, merchants and riders for their support and trust during the trial operation. Given the enthusiastic market response, as all conditions mature, we will end the trial operation as soon as possible and officially launch full volume, so as to live up to the trust of users, merchants and riders, so that more users can experience Didi Takeout's quality services. More attractive large-scale market activities will be carried out in the future, so please stay tuned."

  At the same time, Luo Wen said that since the trial operation of Didi's takeaway business in Wuxi exceeds expectations, he will consider entering more cities in the near future. (Source: NetEase Technology)

  2. Alibaba’s e-commerce platform led to 36.81 million jobs last year

  Alibaba's e-commerce platform is increasingly supporting employment. Recently, the research team of the School of Labor and Personnel of Renmin University of China released the report "Research on Employment Acceptance and Driven Capacity of Alibaba Retail E-commerce Platform (2017 Annual)". Data shows that in 2017, the total number of job opportunities created by Alibaba's retail ecosystem reached 36.81 million.

  Alibaba's retail e-commerce ecosystem covers Tmall, Taobao and other e-commerce platforms covering more than 500 million consumers, and is a world-renowned retail platform. The platform has generated 14.05 million transaction-based employment opportunities, which is the scale of employed people who directly engage in retail work on platforms such as Tmall, Taobao, and Juhuasuan. (Source: China Economic Network)

  3. Tong Wenhong resigns as Wan Lin, director of Yuantong Express, takes over?

  According to April 4, last night, YTO Express issued an announcement that former director Tong Wenhong applied to resign from the position of the company's director and member of the Strategic Committee of the Board of Directors. After resigning, he will no longer hold any position in the company. The resignation report will take effect from the date of delivery to the Board of Directors. [Source: Yibang Power Network News]

  4. Some fake donkey-hide gelatin is still sold on e-commerce platforms such as Taobao.

  Recently, media reported that many donkey-hide gelatin manufacturers have found in Dong'a County, Shandong to produce donkey-hide gelatin using cowhide scraps and even mule and horse skin as raw materials. Since my country does not have prescribed standards for donkey-hide gelatin content in donkey-hide gelatin food, these counterfeit and inferior products eventually flow into the national market through e-commerce platforms. The reporter learned that Pinduoduo has removed the products involved, but some of them are still sold on Taobao and Tmall platforms. (Source: Sina Comprehensive)

Some fake donkey-hide gelatin is still sold on e-commerce platforms such as Taobao

  5. BMW JD official flagship store is launched, mainly engaged in original vehicle accessories, etc.

  Recently, JD.com and BMW jointly announced that BMW JD.com’s official flagship store was officially launched.

  JD.com said that the newly launched BMW JD official flagship store’s main products include BMW’s original vehicle accessories, daily necessities, vehicle maintenance products, etc., as well as a number of vehicle maintenance services. In addition to purchasing BMW products, consumers can choose appropriate service stores if they need to replace and install accessories, or need to carry out vehicle maintenance, repairs, etc. when placing an order online. (Source: NetEase Technology)

BMW JD official flagship store is launched, mainly selling original vehicle accessories, etc.

  Internet news

  6. Meituan acquires Mobike: Wang Xing as chairman and other management teams remain unchanged

  Meituan founder Wang Xing sent a letter to all employees today, announcing that he had signed a wholly-owned acquisition agreement with Mobike, and Mobike will officially join Meituan.

  In the letter, Wang Xing stated that Mobike will continue to maintain an independent brand and independent operation, continue to provide better services to all users, and at the same time protect the rights of users and partners to protect the rights of users and partners. If it continues to create value for the industry and society, Mobike's management team will remain unchanged: Wang Xiaofeng will continue to serve as CEO, Hu Weiwei will continue to serve as president, Xia Yiping will continue to serve as CTO, and Wang Xing will himself serve as chairman. (Source: NetEase Technology)

  7. Tencent Video, Youku and iQiyi issued a joint initiative to regulate the order of film and television

  Tencent, Youku and iQiyi said that in order to implement the spirit and requirements of the State Administration of Radio, Television and other competent authorities, the "Initiative on Regulating Film and Television Order and Purifying the Industry Trend" was jointly issued.

  The proposal calls on the entire industry to jointly curb unreasonable high pay, eliminate unprofessional behaviors such as actors arbitrarily deleting scripts, not working hard, and gradually establish a list of bad actors. The three platforms will implement early warning mechanisms for such actors and be cautious in hiring.

  Tencent Video, Youku and iQiyi call on the entire industry to unite to work together to maintain the ecological order of film and television, jointly build a standardized and orderly production and broadcasting environment, and promote the healthy and healthy development of China's film and television industry. (Source: NetEase Technology)

  8. The State Administration of Radio and Television seriously deals with Toutiao and Kuaishou

  In response to the issues that the two websites of "Today's Headlines" and "Kuaishou" that are highly concerned about, the State Administration of Radio and Television attached great importance to it, and immediately, in conjunction with the local management departments, the main persons in charge of the two websites of "Today's Headlines" and "Kuaishou" were seriously interviewed.

  After investigation, the two websites have long ignored the regulations and admonitions, and have continued to expand audio-visual program services against the wind without having the "Information Network Audio-visual Program Dissemination License", disrupting the order of the online audio-visual industry. (Source: Portal website of the State Administration of Radio and Television)

  9. Post-95 college students open smart stores with daily turnover of 5,000 and work until 4 a.m.

  Three students born in the 1995s from Zhengzhou University in Henan opened unguarded shops at the school, and the daily turnover reached 5,000 yuan during the trial operation period. Student Hu said that the funds were earned by starting a business by himself, and he was pursuing a double degree and worked until 4 a.m. every day. (Source: Weibo)

  Cross-border e-commerce

  10. Amazon is rumored to be interested in acquiring Flipkart, which may be valued at $21 billion

  Beijing time on the afternoon of April 4, Reuters quoted local Indian media that Amazon intends to acquire India's e-commerce company Flipkart. At the same time, Flipkart is also negotiating a share sale with Walmart. The report also pointed out that according to sources familiar with the matter, the possibility of a deal between Flipkart and Walmart passing is very high.

  Amazon declined to comment, and Flipkart has not responded yet. (Source: Sina Technology)


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x;margin-bottom:16px;">You can write the most common problems on the baby details page, which can greatly reduce the amount of consultation for such problems.

A. Relationship between the product and the user (applicable age, height and weight, etc.)

For example, the age and height and weight of a certain children's clothing, the fat and thinness of a certain women's clothing, the age of a certain toy, the weight of a certain treadmill, etc. The user here is not necessarily the buyer himself.

B. Product quality issues (whether authentic or whether the quality is guaranteed)

For example, for women's clothing, you may ask whether the clothes will pill and shrink; for toys, you may ask whether the product is made of food-grade plastic; for building materials, you may ask how much formaldehyde is released, etc.

C. Size issues

For example, for women's clothing or shoes, consumers will ask whether the size is correct, whether it is larger or smaller.

(It should be noted here that the products sold in our store must be as positive as possible. For example, if the shoes should be noted that they are larger or smaller, there should be a code table for each version)

D. Production date and shelf life

For example, the shelf life of dairy products and beauty skin care products.

(Except for specific products, please ensure that the validity period of your product is the latest!)

E. User experience (comfortiness)

This problem is mostly about physical contact products, such as the comfort of women's clothing, the breathability of shoes, cosmetics suitable for different skin types, etc. At this time, the seller needs to write relevant information on the baby details page to let consumers feel what the product experience will be.

F. Problems in product use

This type of problem is mainly functional products, such as how to use electrical appliances, how to use medicines, and the time and frequency of cosmetics. At this time, the seller can set up a quick reply, or make a brief instruction manual (non-brand official instruction manual), write the frequently asked questions on the instruction manual, and attach them to the consumers.

3. Decomposition of customer service functions and skills

(1) Service attitude: Make good use of speech, customers are the first priority.

(2) Response rate: Set shortcut phrases to effectively improve customer service efficiency.

(3) Professionalism: Better introduce products.

(4) Related sales: After the customer places an order, he introduces other related products to the customer to increase the average customer price. (If you don’t know how to recommend it, you can refer to the introduction method of the offline brand counter staff.)

4. "Intercept everywhere" after consultation

After the customer consults and places an order, what we need to do is to let the customer buy other products in the store and increase the average customer price.

If the customer does not place an order and pay after consultation, we need to determine the type of inquiry, whether it is the buyer's reason or the product's reason.

(1) If it is the buyer's reason: urge payment and ask the buyer if he has any doubts.

A. Daily payment:

Daily payment methods are usually divided into two categories: automatic payment and manual payment.

a. Automatic payment

Determined payment

Pay attention to setting up the urge control group:

① The time to urge payment should be set just right for customers to visit Taobao for payment, so the time to urge payment should be grasped appropriately. 9:00, 15:00, and 20:00 are the best urge payment times every day;

② Through the control group comparison, the return on investment rate of payment in the store can be monitored, and whether the payment method is scientific and gradual adjustments can be made.

b. Manual payment:

Advantages and disadvantages of manual payment method  

Wangwang has low payment costs, can communicate more with customers and can dig out more customer information. Wangwang may not be online, so it cannot be urged to pay.  

The cost of SMS urge payment is moderate, the efficiency of urge payment is high, and it is convenient and fast. SMS content is limited and the term is single. Too many customer communications in the form of text messages cause harassment. Mobile phone software SMS interception makes the arrival rate lower.  

Telephone payment can communicate more with customers, with more harmonious forms and easier subsequent maintenance. The cost is too high.

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suggestion--

If the store operating budget is not high, and if you do a good job in Wangwang's urge, you can choose to make a urge after a few hours of customer consultation, and then make another urge the next day; if the store operating budget is still acceptable, you can choose to find a reliable CRM software to urge the payment by text messages, and Alibaba Tianxia Internet merchants will provide such services; if the customer service has time, it is recommended to call the payment for customers with high customer unit prices to reduce costs.

B. Big promotion to pay

Activities are the marketing method that can most affect customers' impulse purchases, so a large number of orders placed and unpaid orders will be generated during the event. Therefore, the purpose of urging payment is to turn these large amounts of impulse purchases into specific sales.

Choose the method of urging and precautions:

a. Real-time payment urge

b. Recruitment within a short time (within half an hour)

The impulsive purchase mentality during the ordering period of customers is relatively strong and the duration is short, so they must perform a payment call within a short time after placing the order. In this case, only real-time payment call can be completed;

Orders for some activities are valid for 30 minutes.

(2) If the payment is not placed after consultation is the product reason, there are two possibilities:

A. Product out of stock - Note: When it is available, remind consumers to come and buy.

B. Buyer inquire about marketing activities - adapt to the situation. When encountering consumers with strong consumption capacity, you can give them some discounted coupons to increase the average customer price. At this time, it is recommended that the store manager give customer service some permissions to distribute coupons and provide full discounts when profits allow, so that customer service can adapt more randomly.

5. How customer service data guides operations

There are three communication channels between merchants and consumers: Wangwang, SMS and user reviews. Among these three channels, the only tool that can communicate with consumers in real time is Wangwang. Users often consult their questions with Wangwang. By sorting and classifying these questions, the customer service data obtained can help us better understand consumers' psychology and needs, thereby guiding operations.

4. Increase conversion rate and increase customer order price

There are two main ways to increase customer unit price: related sales and quality improvement.

1. Related Sales

(1) Similarity: For example, recommend yogurt to users who buy milk, and recommend biscuits to users who buy cakes;

(2) Complementary: For example, recommend bottles for users who buy milk powder, and recommend paired pants for users who sell tops;

(3) Promotion: remind users to discount stores and other discounts.

2. Quality improvement

This method is suitable for merchants with multiple specifications or multiple levels of products, such as mobile phone merchants, car merchants, and home appliance merchants. For example, when a user purchases a mobile phone, he reminds the user to add another 200 yuan to get a mobile phone with larger memory, when a user purchases a TV, he reminds the user to add another 500 yuan to buy a TV with larger screen size, etc.

5. Development trend of customer service functions—driven by service

The general customer service function is sales or service. This requires the store owner to calmly consider what type of store customers should belong to. For example, if your store sells clothing, and the main function of customer service is sales now, it is recommended that your store customer service have more service awareness, learn more about matching, and provide customers with matching suggestions, which can effectively improve the customer service consultation conversion rate and unit price; if your store sells electronic products, you must define your customer service as a service staff, because many consumers now care about the attitude of customer service when shopping. We don’t need to desperately sell products to customers, we just need to tell them what value they can generate to them after buying a certain product.

In addition, we need to understand one thing: the current general trend of customer service development is not driven by sales, but service. We'd better make customer service staff rather than sales staff.

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