What does e-commerce operations do? Just 2 things - non-routine

　　Many people will have this question: What is e-commerce operation and what needs to be done? In fact, the concept of operation is very vague and there are no specific boundaries to divide it, because operations are divided into many categories, including product operations, content operations, user operations and promotion operations. Each operation can be said to be independently opened, but there are also connections! So which of these are the e-commerce operations we are talking about?

　　Let’s first understand the term e-commerce operation. The explanation given by Baidu Encyclopedia is as follows: e-commerce operation was originally defined as an e-commerce platform, but later it was divided into e-commerce and operation, and operation was built on the former platform. In fact, we can see that operations are independent and separate, and operations are built on the e-commerce platform.

　　What are the work contents of operations? There are similarities between e-commerce operations and enterprise operations, including research on e-commerce operations, product positioning, management classification, development planning, operation planning, product management and control, data analysis, analysis and execution, and follow-up. But its execution object is different from that of physical products. The target of e-commerce operations is the affiliated promotional products of the e-commerce platform developed, designed and built according to the needs of the enterprise.

　　In fact, operations are nothing more than doing two things, that is, non-routine direction!

　　What is non-routine? I will list a few examples to illustrate this noun:

　　1. Make your products more cost-effective than others

　　2. Let everyone know that your product is more cost-effective than others

　　In fact, this is over. The words are relatively rough and not so tangible to polish them. However, the points have been mentioned, but there are actually very few operations that can really do well.

　　Here, cost-effective refers to cost-effectiveness, not only the price, but whether the product is more expensive than the competitor, cheaper than the competitor, or the same price, it requires a set of self-consistent logic to be self-consistent.

　　Let me give you an example. There is a brand in the health product fish oil called Oucuen. 60 high-purity fish oil is sold for 799 pieces, which is much more expensive than other brands. In the face of huge price differences, it is useless to just emphasize the benefits of fish oil, so people have suggested that Omega-3, the active ingredient in fish oil, is effective only if it reaches at least 85%, and fish oil with low purity is even harmful. Regardless of whether the source is reliable or not, this is an effective publicity for consumers - it is expensive because it is high purity and high purity, and cheap fish oil with low purity is harmful. This logic is understandable.

　　Therefore, when the price is not advantageous, do not spend too much money to promote the basic functional attributes of the product (fish oil health care function), but must emphasize more on its own exclusive attributes (high purity pure natural, etc.) and the effect gap caused by this attribute (high purity effective vs low purity harmful).

　　那么价格显著占优时候为什么也要有解决逻辑呢？

　　Friends who often do low-priced activities must encounter this situation. After raising activities such as 800 yuan, rolled-up, and daily special offers, if you don’t make good reviews and cashback, you will basically have to lose a DSR. In addition to the poor traffic of these activities itself (mostly users who are extremely sensitive to prices, have no loyalty, and are greedy for small profits, this group of people is actually useful to keep, and there will be a chance to talk about this later), it is also because the low price gives users a preconceived concept: free shipping for 9.9 yuan, the cost of deducting the shipping fee is up to four or five yuan. What good things can be found?

　　Under the preset position, any small flaws will remind people of "low quality", "low quality", and "street stall goods", and target users who truly have requirements for product quality will not have the desire to buy after seeing these reviews. Especially when operating some big brand products, it is too cheap to do things to reduce sales and price, which makes people too cheap and it is a fake. It is really hard to say.

　　In this case, it is necessary to take out the authorization letter, supply and marketing contract, customs declaration form, and real-time purchase of goods from the origin. It is best to add a signature and a watermark. In addition, it is best to find a reasonable statement about price reduction behavior: Why can I sell cheaper than others? That's because I: the production is large, so the marginal cost is lower/the company's special offer promotion/the Internet financing boss is not short of money. In short, use all methods to dispel users' doubts about counterfeit goods/faulty goods/stock refurbished goods.

　　It is also important to note when comparing that the name of the comparison product should never appear. This behavior is not only prohibited by Taobao rules, but also makes your store very LOW.

　　I remember that my old opponent won the iPhone in the lottery on Double Eleven last year, and the grand prize I applied for was DJI drone. So I wrote the gimmick of the main venue: "Buy XX and get the plane", and the click rate was much higher than the average venue. The opponent was anxious and changed the banner and slogan to: "No plane is lower than XX." At that time, I knew that according to this attitude, the winner and lose were clear.

　　After solving the problem of "better than others", we have to deal with the matter of "let people know that the product is good." The people here refer to two types. One is the waiter who masters resources. We must use data to convince them, and data analysis will come in handy at this time. The second category is real consumers. How can they promote them at low cost and even allow consumers to spread their products viral?

　　There is a lot mentioned above. What are the things that e-commerce operations do? The key point is how we sell products through our own operations. The most direct way to assess whether e-commerce operations are effective is whether there is sales and whether it will increase performance! If you avoid this, it will be empty talk.