Many people often leave messages asking me how to operate JD.com. Are there any tips and methods that can be taught to them? Actually, I want to say that JD.com’s operation focuses on methods, so what do we need to do to stabilize and increase store sales.
Something is very important, that is the details. Details determine success or failure! If the details are done well, we will achieve twice the result with half the effort. Today we will talk about the real factors that affect transformation. Here we will talk about the twenty points that affect the real factors of transformation!
01 Sales
New products sell after 0 sales, there must be a certain evaluation, not a lot, so one or two are always needed. Taobao’s rule is that 0 products sold are not included in the ranking, except for new products that have just been launched, there are opportunities to show them. JD's new products also have weights, with weights ranging from 15 days to 1 month. If there is no sales within 1 month, there will basically be no weights for the new product. At the same time, JD's new products are only considered to be the first time they are put on the shelves to weight new products, and others are put on the shelves after they are removed from the shelves, which is not considered the weights for the new product. Therefore, we must do a good job of breaking new products. We can complete the breaking of new products by giving old customers discounts.
02Browse speed
We all know that most people buy things through their mobile phones. If you are the one who cannot buffer a product picture for a long time and the file is too large, the traffic consumption is too fast, then you probably won’t be able to browse it.
Therefore, the main picture should not be too large. It is recommended to cut the detailed picture very small. One picture is within 200k (the smaller one can be within 100k). The main picture is recommended to have the size of the picture not exceeding 300k. The main picture is larger and should be in high definition. It is recommended to be around 300k. Because it exceeds 250K, customers will turn on the speed slower, especially those who use mobile phones now. Of course, in 4G, it is still okay to have more than 200K.
03 Payment method
JD.com recommends opening cash on delivery, which can improve conversion rate to a certain extent. JD.com’s customer base is very accustomed to cash on delivery. Many people say that JD cash on delivery is weighted, but in fact it is not because the cash on delivery itself is weighted, but because JD cash on delivery is used, which improves the conversion rate (which can be increased by about 1%). The increase in conversion rate in turn affects the weight of product rankings, making product rankings faster.
04Clarity clear
In-store classification and clear page classification allow customers to quickly find the products they want. This makes our operations need to consider that after taking over a store, quickly get familiar with the product, classify the store products, do a good job in store classification, picture space and picture classification, homepage layout, navigation, side-sliding settings, etc. As a good operation, the work that needs to be completed one or two days before taking over the store.
05 Homepage Design
It's fresh and clear, don't have too many colors, it's too messy. It is recommended not to match more than three colors. For the homepage and independent brands, it is required to design the company VI and unify the color matching according to the company's VI, including more than: product main picture, details page, homepage, activity page, store logo, packaging design, page list, etc. After a good VI is unified, the store level will rise. Everyone knows that JD.com’s customer base is temporarily in all e-commerce companies. Except for Vipshop, they are basically the highest consumer group.
06 Reviews
There is a certain positive review rate. JD.com's positive review rate is recommended to be above 90%, and it is basically impossible to report activities, and it will also affect the conversion of customer orders. How many comments are divided into: 1. Number of comments, needless to say, some major events require more than 300 or more than 1,000. 2. Evaluation and real posting can improve conversion to a certain extent. After all, the pictures are the most intuitive. 3. The positive review rate, as mentioned above, is more than 90%, in addition to reporting activities, it also has an impact on the conversion rate.
07 Promotions
Do certain promotions, including more than: single product promotions, price-raising purchases, gift promotions, set promotions, discounts, etc. Suitable matching, there are two purposes for promotion: 1. Improve conversion rate. 2. Increase the average customer price. Use it well. According to the purpose of the promotion, set the most reasonable promotional activities in a targeted manner to maximize the conversion rate.
08 Product main picture
In addition to the first picture, there are strict requirements. In the next four or five pictures, it is recommended to display the details, functions, functions, and functions of the product as much as possible, so that customers can already understand the product in the main picture, without having to pull to the details page to improve conversion and order time. Of course, from a high-level perspective, it is recommended to use a white background image.
09 Details
During the details page design process, you can consider these three issues and decorate the details page. 1. What is the selling point of the product? 2. Why buy our products? 3. Why buy now? At the same time, terms of service, after-sales guarantee, company strength display, etc. are all good reasons to make customers place orders with confidence. If you can answer these three questions in full and then design the details page, I believe your details page will not be much worse.
10 inventory depth
Don’t be popular among them. Some skus are always out of stock. A good inventory depth will greatly affect sales. Sometimes customers see the result of buying and the stock is out of stock. I believe that the chance of exit is quite high. This belongs to a category of product layout. Product layout is a big topic and there is an opportunity to discuss in depth.
11 Shopping Experience
Shopping experience, customer service response speed, service attitude, professionalism, after-sales service, etc. It is recommended that you check out Haidilao's services. 
Exceeding customer expectations, it is a good thing, and sometimes it can be used well. JD customer service response speed and other things will affect service scores. In the later stage of operation, it is better to grasp JD.com. I believe that DSR will be a factor with greater weight. Before the insurgency comes, be prepared to welcome it, why not do it?
12 working hours
It is recommended to have dinner at noon and rest at separate hours when the company has enough staff, so as to ensure that there is customer service online in every time period to answer customer questions, and not when customers go to eat, the shopkeeper will also have dinner and rest to improve service quality. Arrange personnel on duty and serve customer service well, which is also a key point for improving the store.
13 Logistics Speed
Logistics speed, if possible, it is more likely to increase the logistics delivery speed. JD.com recommends that the backend send two ships a day, sending them once in the morning around 11 o'clock and once in the afternoon. JD.com customers are very accustomed to placing orders, and it shows that during the outbound delivery process, I bought camel shoes. On JD.com, as a big merchant, I placed an order for a day but didn't click to ship the goods outbound delivery and returned the goods decisively. Although the goods were sent over, they decisively refused to accept refunds. Thinking about our anxious waiting hearts as buyers, we can understand it even more.
14 orders
Orders before 18 o'clock can be sent on the same day. Generally, express delivery will not be too early and should be arranged reasonably.
15 Service Telephone
Connect to JD.com 400 phone to facilitate customers to consult and communicate at any time when they have task problems. Apply for a company mobile phone and ask the customer service to take it with you, ready to answer the customer's phone number at any time.
16 titles
JD titles should not be too long, use less spaces, and be clear and clear, so that customers can see what product you are selling at a glance. At the same time, the advertising slogans should be used well, so that the product's functions, selling points, promotions, gifts, etc. can be displayed and let customers know.
17 price
The price is appropriate, it is recommended to refer to competitors. Usually, I use the data in Intelligence 360 industry price analysis for analysis.
Then do a price test. While ensuring the traffic remains unchanged, a price can be tested for a week's conversion, test the price within one month, and choose the highest conversion price for sale. For example: I suggest selling a baby suit in a certain store. Why. Generally, you will give you about 100 yuan for gifts? Generally, you will have to buy such red envelopes at least 200 yuan. So when you give something 199, it looks generous. People think it is more than 200 yuan, but at least we spent less than 200 yuan. Customers think they have made a big profit and gained face. So this price, I think it is very reasonable and effective. You can explain it intentionally or unintentionally to give customers a thinking direction. The price pricing system is also one of the areas of product layout considerations. Please refer to the following 18. As much as possible, free shipping in the entire store. If the price is not really cheap, if the shipping fee is not large, use the means of the price instead of charging the customer's shipping fee. Of course, except for remote areas, free shipping is more reasonable when the price is appropriate, or free shipping is free. Many times, I don't buy the merchant's products because of the shipping fee of more than ten yuan.
18 search rankings
When you are stuck, you may not be the first place. You can be the most outstanding in the same level or in the same row of products. The main picture is the best, the price is appropriate, and the landing page is very in place. Then, I believe, it will also have good results. The best conversion location is the good location. We can use Intelligence 360 to see the ranking of our products in an intuitive way, and then see where the product position of our own store should be located most beneficial to us.
19. Witness and adaptability
When customers are in a hurry, the logistics speed is very obvious. If an urgent customer is recommended to post a postage link during the customer service communication process to ask customers to increase the shipping fee. Generally, customers are willing. For example: Sometimes I urgently ask for something, and I am willing to ask the merchant to send SF Express to the on-duty payment. As a result, shopping on JD.com at one time, people said that logistics cannot be modified and random, so... I think about it myself. JD.com is so big! If you don’t send a quick message, I’d better go to another house to check it out!
20. Learn
Operations work requires continuous learning. You need to learn and deepen your business knowledge every day.
The above 20 golden rules are summarized by data comparison. As long as we learn and apply them appropriately, I believe that our store sales will definitely improve greatly. We need to constantly optimize, pay attention to details, not be careless, not be careful, but we must also be clear about everything!
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