Wedian will be used when it comes to derivatives and course monetization. If it is a company that is purely engaged in e-commerce, wedian must be a channel to seize. After all, Taobao cannot count on selling goods on WeChat.
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.
When I was doing course operation, I also listed virtual products on WeChat stores, selling course redemption codes, and stimulating users to forward and purchase through activities , which had a great effect. Later, I made my own flower tea and also put it on WeChat. During the process of Weidian operating two products, I also summarized some experience.
I will explain my previous experience in micro-store operation through four aspects, hoping to help students who are doing micro-store operation in the company and planning to do a side job and make some pocket money with the micro-store. This article is divided into the following four aspects:
1. The positioning of the WeChat store
2. Introduction to the basic functions of WeChat stores
3. Micro-store operation experience
4. E-commerce monetization ideas
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.
We make our own products, our role is suppliers, and 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 do it 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: these modules, product management, order management, marketing promotion , store decoration and auxiliary functions . Next, I will use pictures and text 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 shared functions. Because it was 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 bought it, he or she will either look for the previous link or download a Weidian 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 do not have a micro store installed.
Order Management :
I like to browse the pages I like the most 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.
Weidian Group Buying , the group buying function was the main reason why we chose Weidian 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 promote an English course group buying activity, which will easily cover the people you are working in.
Weidian defines this activity as attracting new products, but in actual operation, it becomes a disguised discount activity. Some users have a narrow range of communication and cannot attract new users. What should I do?
Just within our existing user groups, we called on everyone to buy a group purchase together, but most of the users participating in the group purchase are old users, which has become a discount activity for all members. When we use this function, remember to pay attention to this point.
Instant killing, the function of instant killing is to attract traffic, and can gather a large amount of traffic in a short period of time . Because the price of instant sales is particularly tempting, we instant sales are to sell courses worth 100 yuan, which can be sold in seconds at one yuan price, and limited to 50 places.
This is how it is. 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 the instant kill.
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, the money you will get is real money. The flower tea I just launched on the shelves is not planning to do the flash sale event at present, because the cost is indeed very high. If you do it, it is also possible. Do the flash sale event once a month and kill one spot every time. It can be said that it is very rich and generous.
Group group buying and group buying cases have been mentioned before. Here we briefly review, group buying is a group buying activity initiated in WeChat groups. For example, 10 group buying quotas are available. 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 particularly small. When users go to the group page, they see the original price. If they don’t look carefully, they cannot find the discounted price, which will reduce their willingness to join the group.
There is no data monitoring. After the group buying activity was sent out, I wanted to see how many people were 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, someone will help you promote it? The pattern of Tusson is 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.
Free shipping is all over . This is obviously the same as the shipping fee settings in the transaction settings. Until now, I don’t know which one should be used for the shipping fee settings, 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, and I can’t find the entrance to change a certain function. For example, I want to modify my 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 coded here.
Store decoration : Store decoration is the most important task 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 it? I looked at the house I lived in. What does it have to do with the operation of the 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 it for free, and then only 2 out! 2! 2!
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.
Auxiliary functions : Here I have classified information, business analysis, business school, service and other functions into auxiliary functions. The functions of these functions are icing on the cake. For example, the business school will tell you how to sell more goods, how to gain more users, etc. To put it bluntly, it is to teach you how to make the WeChat store better.
You can go and check it out when you are free, and it is better to waste time on eating chicken when you are free (I won’t eat this chicken even if I starve to death... Well, this chicken is so delicious!).
There are some scraps of materials in the service that can be studied, such as video marketing, buyer shows, robots and official account assistants.
3. Weidian's operation experience
Basic process of opening a store in a micro store
When I was promoting a WeChat store, I met many classmates and had plans to open a WeChat store. When they came to me, they almost always asked the same question. How to open this WeChat store?
In fact, it is very simple. First, you need to have a mobile phone. There should be no problem with this. Then download a WeChat store. There should be no problem with this. Then register an account. There is still no problem. Next, the focus is.
The process after registering an account is to improve store information, list products, store decoration, purchase process testing, promotion, and counting money while lying down.
Probably the above steps, which can be divided into early, mid-term and late stages. The preliminary work content is infrastructure construction, allowing users to see the products in the store, place orders and purchase normally, sign for mail, and settle.
The preliminary work is one-time, similar to building a highway, which is time-consuming and important. If the infrastructure is not done well in the early stage, the user conversion rate will be very poor and the profit will be difficult to achieve.
To improve the store information, we fill in all the options we can fill in, and the more information the better, so that we can enhance the user's sense of trust and thus increase the conversion rate. When you first fill in the information, you may think badly or incompletely. You can fill it out first, and then you can modify it if you think of better ones later.
For example, my store announcement initially stated: Welcome. Because I didn't expect a better copy and didn't know where to display it. After a few days of promotion, the copywriting here became: Flower Tea Shop is open, everyone is welcome to come and taste it. Although it is not very perfect, it is much better than the first copywriting.
The store information and store manager information in it should be filled in as much as possible, and all those that can be verified are verified. The text content is relatively simple. For those who operate at a low cost, the most famous ones may be pictures, such as logos and store signs. This can actually be designed by yourself with the help of the tools inside.
In the material center, you can design logos, product details and advertising pictures. It is already a fool-like operation. We only need to modify the text and replace the image materials. Of course, if the conditions are OK, it is best to have your own designer.
After the store information is improved, the products that are put on the shelves with relatively large workloads. The products listed on the shelves include the following contents, 5 to 6 large product pictures, product name and price, and product details.
I operate the products uploaded by WeChat store on the mobile phone. After uploading, click on the preview directly to see the effect. Moreover, operating on the mobile phone can achieve the purpose of mobile office. When walking on the street and taking a bus, you can complete the product launch and removal work.
Here are the most difficult product details. We know that the quality of the product details will affect the user's purchasing behavior. What kind of product details can improve the user's purchasing rate? It seems inappropriate to copy a colleague’s article. To put it another way, learn from the excellent materials of his colleagues.
When I was taking photos of my baby, I specifically referred to the shooting angles of my colleagues and found that there were only two types: shooting from top to bottom and shooting at 45 degrees, paired with some small accessories, wooden spoons, flowers, etc., which can make the photos look more beautiful and more classy. A user also said, after seeing your pictures, I wanted to buy them.
This shows that our results have been achieved. Remember to continuously optimize the product materials until you find the version with the best conversion rate.
It should be noted that the product is placed in front of the store decoration. If there is no product, there is no way to start the layout adjustment during decoration. I have 3 series of flower tea. In order to decorate the store first, I can browse it normally. Each series has 2 to 3 skus first, and then adjust the layout in the store.
For me who just started a WeChat store, I don’t know what the layout is inside and how the front-end is displayed. So I added each module to see how it is displayed. It contains store image, navigation, advertising, recommendations, etc.
At present, I only chose the store image and recommended two modules, and the others are not available yet. Let me also explain that the layouts set here are all on the APP side, which is a different scenario in the WeChat mini program, and there is no classification! No classification! No classification!
Although my classification is very beautiful, users cannot see it. Currently, 95% of users access it through mini programs. I hope that the WeChat store can improve it here.
After the store is renovated and the products are all on the shelves, you can first find an acquaintance to place an order and familiarize yourself with the entire purchasing process. When users purchase, the WeChat store will have a push prompt, and it will be pushed twice, one is an unpaid notice, and the other is a payment notice.
I want to complain about this. It seems that it should be pushed in this way. I found that users who have been added to the shopping cart and have not paid timely communicate with each other, solve problems and promote transactions. But it is quite annoying to push each order twice.
After the user successfully purchased, I started to contact the express delivery and mailed the flower tea . After getting the express delivery order number, click the "Shipping" button, enter the order number, and submit . Users will receive text messages that have been shipped, and this process is quite humane.
Weician can set up automatic receipt of goods in 7 days, so I will not urge users to receive goods, so I will check the receipt of goods, because the entrance to the Weician store is really difficult to find. After the course I did before was put on the Weician store, there were only two questions for users. What is the Weician store? How to enter a WeChat store?
After the above work is completed, the infrastructure is built and you can promote it. Before promotion, there is another small thing to do, self-test.
There are currently two versions of the Weidian APP, one is the store manager version and the other is the user version. Both APPs have been downloaded, one is used to upload products, and the other is tested from the user's perspective. For example, I often search for my store name on the user version to see where it ranks. Unfortunately, I have to look through many pages to find it.
Moreover, not all the stores that are in front of me have exactly matched the words. It can be inferred that it is related to sales. Those who are in front of me have large sales. For example, I started doing it in the early days, and the sales volume is only 2 hearts, which is already very good to be found.
Promotion of WeChat Store
The basic work in the previous period is done. If no users come in, they will be self-entertainment and cannot generate a penny of profit. Therefore, in the future, the most important task is publicity and promotion.
I may have some advantages over people in the traditional industry when promoting on WeChat, because I am doing APP operation, I have also been to visit the channels, joined many groups, added many friends, and counted them. There are still thousands of friends on WeChat.
Most of them are Internet-based, which is very consistent with the target users of our product Huacha. When I post advertisements selling Huacha in my circle of friends, users come to consult. Is it very simple? Sometimes, the method is right, and the result is generally not bad.
Some people have read my circle of friends and defined me as a micro-business. As for this, I will talk about it when I get bigger. Unlike other people’s Moments, after each picture I post, I will bring a long press to identify the purchase pictures that enter the WeChat store details page. In this way, users do not need to consult me when seeing beautiful pictures, just go to the page to purchase.
It not only saves communication costs, but also distinguishes it from WeChat business. If each order is transferred to me by user on WeChat, it always feels like it is not big. Just imagine, if 1,000 orders a day, then the transfer is busy.
I often post advertisements on my personal accounts, and sooner or later I will be blocked by others, so I later applied for a small account. In order to guide users in for the small account, I also tried various methods. In general, the effect is OK.
On the highest day, I added 300+ new users. Based on 50 yuan per user, I earned more than 10,000 yuan a day. There is also a killer way to guide users. I haven't tried it yet, and the expected results are still OK.
Because I tried it with my personal WeChat account before, and I added dozens of users at once. I was worried that I would be banned, so I gave up. As for a small account, I can naturally try it.
Weidian has an advantage over Taobao on WeChat. Users follow my official account and can receive a prompt from Weidian. Users reply "Buy" and "Push" to see the store information. Every time they see the backend of the official account and there is a new message prompt, I guess that someone replied to buy words.
In order to promote the WeChat store, I also created a new "Tiger's Tea" column in the menu bar. After the user clicked it, he received a picture with the mini program code of my Flower Tea Shop. The user can enter my WeChat store mini program and see the background data. Clicking on the menu bar more than one click per person, can also bring some traffic to my store.
4. E-commerce monetization ideas
I really went to do e-commerce. When I encountered problems, I realized that e-commerce was not easy to do. The initial question was what to do with the source of goods? How to put the product on the shelves? These are not difficult at present. The most difficult ones are the following two. Where does the traffic come from? How to make channels?
Where does the traffic come from?
I have been thinking about this question over the past few days and asked many colleagues that Taobao people will say it is difficult to do it, and invest in the direct train, but there is no effect in investing in the ranking level, and it is not enough to optimize the ranking level, so I can't do it.
Compared with Taobao, the problem of Weidian is much more serious. For example, if I go to promote it, the user is interested in our flower tea and wants to buy a box, and I told him to go to Weidian to buy it, and he may not be able to find our entrance at all. Only by sending a link to the other party can you find it.
I have encountered several users who came to me and asked for links to our store, saying that the chat history could not be found. If it is an outside user, the chain will be broken and the effect of publicity and promotion will be greatly reduced.
The problems exposed above will determine the source of our traffic. This is my strategy: external traffic is drawn to Taobao and WeChat traffic is drawn to WeChat stores. Weidian and Taobao both play a role in closing. As closing, the core is to be found by intended users.
Let’s talk about Weidian first. All users who promote my circle of friends forward the WeChat account to the other party. In fact, compared to Taobao, it is not very convenient. Users need to re-enter the contact information for mailing. But there is no need to jump out of WeChat, but this advantage made me decide to push the WeChat store.
If I simply build a micro-store, I guess it won’t be big, and the real big is still on Taobao. So how do you get the traffic on Taobao?
At present, I am more optimistic about the king of selling goods - Douyin. The same thing is said. As long as the method is right, the result will often not be bad. I looked at the Peppa Pig and Flower Tea in my hand, and couldn't help but smile, and I saw if my Peppa Pig's fried flower tea video will become popular.
How to make channels?
Deep cultivation and careful work are the main way to make good channels. Take Weidian as an example. We must clearly know each function of Weidian and what it can do. For example, free materials and free event templates can be used.
I guess many people have been working in the WeChat store for several months and years, but they don’t know that there are activity templates to choose from. Users are first visual animals, attracting their attention first, and then rational animals, and after evaluating the quality of the product, they decide whether to buy it.
If the templates provided in the WeChat store are used properly, they can capture the user's attention. As for whether the transaction can be completed, it depends on how the infrastructure has been done before.
Each channel has its own properties and different rules. Operations that can fully understand the rules of the channel are very valuable . Whether you work for others or do it yourself, you can get good treatment.
It takes time to be familiar with this rule. It is impossible to fully master it without a year or two. Although I am very good at users and promotion, I still lack the understanding of the rules of e-commerce and am also constantly learning.
As a small e-commerce channel with complete functions, Weidian is very suitable for us office workers and start-up companies. When I was building Weidian, some people said that Weidian was difficult to make and could not be done. I believe this is the truth. For example, Taobao, only a few stores can make money.
In summary, some of the experiences I have summarized since my flower tea was launched on WeChat store. They may not be completely correct. Some experiences will be constantly adjusted as I understand the WeChat store. For example, searching, and when I research this rule, I will share them with you in a timely manner .
I also hope that those who want to gain a good income through e-commerce can learn valuable knowledge. I have been engaged in operation work. I know that if a product wants to do well, it must be inseparable from controlling the details and studying the platform functions. I understand the platform rules thoroughly, play with the platform rules, and make this platform, and it seems so easy. Source: http://www.meihua.info/a/71410
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