Don't let order brushing bury your operational capabilities

　　Brushing orders is a noun that almost every store merchant knows. Every store merchant will do the order brushing. Brushing orders helps improve the store's performance and store ratings, but is it useful to operate just brushing orders? The answer is obviously not. So is order brushing one of the operating skills? Let’s take a look at some personal experiences shared by Daniu, a Taobao operator, to us.

　　Many people may think that I am unwilling to share some experience in order brushing, but in fact, I really have no experience in order brushing, and I have basically never made it. I have worked with my current company for four years. I have never made a single order in this store. I basically use the direct train. In the past, I also made a few orders when I was doing some small stores, but it was purely for breaking zero or basic sales, so I just found a few people to make up a few orders and reviews and I never studied the experience and technology of making orders.

　　I have always opposed order brushing. To be honest, I do not oppose order brushing because the order brushing has no effect. I have always opposed it since the beginning, including about 2013 years, when the order brushing effect was very good, but I have always opposed it. It is not that I despise order brushing, but that I think order brushing will lose our own operational ability.

　　I found that many sellers have been doing Taobao for three or four years, but they know nothing except how to brush orders. This is completely inappropriate. Logically speaking, with three or four years of experience, your qualifications in the Taobao industry are basically not too shallow. Not to mention becoming an awesome master, at least most of your operational knowledge and abilities are still mastered.

　　However, the reality is that many people who are addicted to order brushing, no matter how many years he has been working on Taobao, have been studying various order brushing techniques, and have never considered improving their operational capabilities and technologies. When he made a score by brushing orders, he made a bold statement: No matter what SEO he was, no matter what direct train he was, no matter how black he was searched for, no matter how white he was searched for, no matter how white he was searched for. I just had one word: brush.

　　When his order brushing failed, he felt that his own order brushing was behind, so he was addicted to studying various order brushing techniques. Over time, no matter how many years he has been doing Taobao, he has not mastered other knowledge at all, and he is also using orders to brush orders.

　　There is a reason why order brushing has always been chased by many people. On the one hand, it is because it works quickly, especially a few years ago, when order brushing keywords are on the homepage for a week, there are many cases where tens of thousands of visitors are searched for in a week. So many people can quickly taste the sweetness from this. On the other hand, relatively speaking, order swiping is actually simpler than normal operation. There are many dimensions to think about in normal operation. Various correlation principles, time principle of removal, market rules, popularity ranking rules, old customer maintenance, conversion rate and other indicator optimization, buyer population portrait research, personalization principles, marketing means research, operation rhythm and other a lot of dimensions need to be paid attention to and studied. Maybe it will be difficult to do well if you ignore a certain dimension, but for order swiping, there are not so many dimensions, and there are so many aspects to consider.

　　But sometimes order swiping is really the same as drugs. Once you are addicted to order swiping, it is difficult to get out of it, which will make you lose your fighting spirit. It will make you degenerate. Several of my friends used to rely on order brushing. In the past two years, the effect of order brushing has become increasingly unsatisfactory. They also hope to operate a store by relying on their operational capabilities as normal operations.

　　They saw that I had always been relying on the express train and did not need to brush orders, so they wanted to learn the express train with me. However, these people all have a characteristic. When it is a little unsuccessful, they are not thinking about how to solve the problem, not thinking about which aspects he has done, and what aspects of knowledge he has to learn, but they will say: You still have to brush orders when doing Taobao, and it is not okay to not brush orders. Many stores around me still rely on brush orders to brush orders. Then he ran back to brush orders. After a few months of unproductive results, he said he would come to learn the direct train. Then he went back to brush orders after a while without effect, and kept going like this.

　　Once people who are addicted to order brushing are basically difficult to calm down and learn normal operational knowledge. Over time, he basically lost his ability to operate. No matter how long he has been in Taobao, he has not accumulated operational knowledge and ability because of this.

　　Taobao is a relatively new industry. Brushing orders did make many sellers taste the sweetness a few years ago. However, as the Taobao industry becomes more and more mature, the possibility of relying on opportunistic means of orders to do a good job will become lower and lower. If you really want to do a good job in Taobao, you need to have certain operating capabilities. Taobao will increasingly test the comprehensive capabilities of a store. If you are addicted to order swiping, you will sooner or later lose your operating capabilities. That is an extremely sad thing, and it will easily lead to the elimination of this industry.

　　I often say to the people I lead: Don’t touch the order swipe, just learn operation from scratch. In this process, you will encounter many problems. What you have to do is solve one problem at a time, and then summarize the experience of these problems. Over time, you will find that you have accumulated abilities and experience in this area, but if you swipe orders, you will be addicted to it and it will be difficult to get out of it, and you will gradually lose your operational ability.

　　Finally, let’s summarize, it is OK to brush orders, but we cannot let brush orders occupy the entire Taobao operation. If you do Taobao or JD.com, etc., and think that you can do it by brushing orders, this idea is a big mistake! As the detection mechanism of e-commerce platforms such as Taobao becomes more and more perfect, only when we truly master the operational skills can we not be eliminated by the industry!