What is an e-commerce category? What is the operation of e-commerce category? Network operations are mainly divided into several major sectors such as event operations, user operations, product operations, and new media operations. More segmented operation positions will evolve according to different responsibilities.
Today we will talk about the special and important position of category operation.
Why do you say that he is special and important? This is especially because many Internet companies do not have such positions, and only e-commerce companies will be established. The important thing is that you don’t understand how category operations can be said to be an e-commerce company! So let’s learn more about what category is and what category operation is!
1. What is an e-commerce category? Take JD.com as an example
The following picture is the first-level category of JD.com:
The red area is the second category, and the yellow area is the third category
Check out Suning.com:
Tmall:
Category operation is mainly responsible for one or several categories in the third level category. For example, the mobile phone category requires several individuals to support and operate.
2. What is category operation?
Let's take a look at the JD operating categories of major e-commerce companies
1) Ali
1. Analyze data and grasp the current industry situation, market demand and the laws and trends of Taobao merchants' purchasing behavior in the to B market;
2. Analyze the development direction of e-commerce IT and omni-channel IT, and formulate and implement category plans;
3. Make good category marketing plans, display plans, and operation plans, track, analyze and summarize the implementation effects of various plans, and use market-oriented means to give full play to the leverage role of the platform;
4. Collaborate with products, technology and other teams to continuously improve and expand the user experience of the service market through product development and operation; 5. Collaborate closely with the marketing team to continuously launch market-oriented and personalized brand marketing activities, and continuously optimize process specifications;
6. Close communication and collaboration with service providers to quickly promote the development of service providers on the platform.
2) JD.com
1. Determine the product category based on customers and markets, and produce category rules, processes, standards, etc.;
2. According to the needs of the business department, be responsible for implementing the requirements analysis and judgment of the increase, split, merge, and close categories, and finally perform operations, and monitor the adjusted effects;
3. Responsible for listening, collecting, sorting out user needs and feedback, discovering problems in category attributes, and creating corresponding solutions;
4. Monitor and analyze category data, collect and evaluate the relevant situation of external peer categories, and submit category analysis and reports;
5. Operation and promotion of category attribute-related optimization and innovative products, process and analyze data, and continuously improve by analyzing category data.
3) NetEase
1. Responsible for the operation of the company's website beauty channel;
2. Formulate beauty product procurement suggestions based on the shopping trends and user needs of the beauty category you are responsible for;
3. Data analysis, master the channel trends of beauty product categories, user purchasing behaviors, etc.;
4. Adjust operations and beauty products based on data to optimize user purchasing experience.
Let's summarize the key points:
1. Vertical: perpendicular to a certain category such as beauty, digital or food (not given);
2. Category development: suppliers, brands, products, etc.;
3. Data analysis: user behavior, conversion rate, competitive product survey, etc.;
3. How to do category operation?
1. Investment
As the saying goes, a clever woman cannot cook without rice. Before the soldiers and horses move, they will not panic.
Investment refers to two directions: suppliers and brands.
High-quality suppliers can also provide you with a good supply chain with a large amount of resources. For open platforms (referring to JD POP or Tmall), it means more mature logistics and customer service.
The following picture shows JD's mobile phone brand
The picture below is from Tmall
2. Operation
Including activities, data analysis, users, etc.
In the initial stage of the category, it is necessary to cultivate role models, that is, the dividend period. During this period, a large amount of resources need to be entrusted to high-quality suppliers or brands, make them bigger and stronger, set examples and reputation, build nests and attract butterflies to attract more brands and suppliers to settle in, form a virtuous cycle, and finally guide various brands and suppliers to compete with each other for platform resources.
The activities include flash sale, direct drop, full discount, full exemption, full bonus, full refund, etc.;
Data analysis includes several aspects such as customer behavior analysis, conversion rate, and sales rate. The tools that can be used include funnel analysis.
User: Establish a user life cycle model and push different marketing strategies to users at different levels.
3. Logistics
Regarding the timeliness of logistics and distribution, I believe everyone knows the importance of e-commerce.
4. Customer Service
Resolving customer complaints in a timely, efficient and meticulous manner and providing a good shopping experience is a century-old plan for e-commerce.
The above basically includes several important aspects of category operation. Any of them can be written separately and I will present them to you one by one.
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