Once the e-commerce operation is done well, the store will survive the competition in the e-commerce industry. If the e-commerce platform is not operated well, then there is only one result, waiting to be eliminated! E-commerce operations are familiar to many e-commerce people but are difficult to do, so how to operate e-commerce platforms is the most troublesome thing for e-commerce people. Let’s take a look at how to do a good job in e-commerce operations?
What is B2B mode?
B2B is Business-to-Business, which refers to the business model of exchanging and transmitting data and conducting transaction activities between enterprises through a dedicated network or the Internet. It closely combines the products and services of the enterprise intranet and enterprise through B2B websites or mobile clients, and provides customers with better services through rapid responses from the network, thereby promoting the business development of the enterprise.
In China, the C2C and B2C e-commerce landscape has been decided, and it is more difficult for entrepreneurs to build a new platform than God. But B2B is different. Even giants like Alibaba and JD.com have not formed a dominant position in the market.
In the past six months, a large number of small and medium-sized platforms with insufficient strength have fallen. There are three main reasons behind it:
1. Excessive money-burning subsidies
Burning money to subsidize users can be said to be the favorite trick of Internet companies. Many startups have weak technology and do not understand corporate management. Driven by capital, companies are even more chaotic when they have no model of operation. In order to make the numbers beautiful, companies will swipe orders in a crazy way, without profit points, and rely on crazy subsidies, and there will definitely be problems. Burning money and subsidies will accelerate the consumption of funds in the platform. Once financing is not smooth and the capital chain is broken, these platforms will fall.
2. The subsidy "buy" users have no stickiness
The platform relies on subsidies to provide goods at lower prices, so retail stores are naturally happy to join. However, this method lacks stickiness. Once the subsidies are reduced, the retail store will immediately turn around and leave.
3. The fast-moving consumer goods B2B platform is currently only a supplier
All fast-moving consumer goods B2B platforms are calling for empowering offline retail stores to help them do new retail. From the second point above, we can see that many retail stores currently only regard these platforms as a supply channel, which is still far from empowering new retail. The lack of qualifications and performance will greatly weaken the persuasiveness of platform empowerment and transforming retail stores. In the end, retail stores only regard the platform as a supply channel, while the platform has to rely on subsidies to lower the purchase price to "stick" the retail stores. When the financing money is burned out, the platform will naturally collapse.
So how should we operate an e-commerce platform correctly?
1. Five key indicators that the e-commerce industry needs to pay attention to
To achieve refined operations, data is an indispensable link. To improve operational efficiency, e-commerce websites need at least five key indicators: active user count, conversion rate, retention, repurchase and GMV.
1) The number of active users is a basic indicator, with three levels: DAU (daily active users), WAU (weekly active users) and MAU (monthly active users);
2) Conversion is a very important indicator. E-commerce operations need to pay attention to the conversion rate of the main path, secondary path and even the finest to the SKU in each category;
3) Retention should be studied from different time periods, including next-day retention rate, 3-day, 7-day, and 30-day retention;
4) Repurchase should be viewed from three perspectives, the ratio of repurchase users, repurchase rate and repurchase amount;
5) GMV is the most important indicator, and our operations are ultimately based on this, GMV = UV * conversion rate * customer unit price.
2. Product operation: traffic optimization and category optimization
As mentioned earlier, a major feature of the e-commerce industry is that there are many product categories or SKUs, so how should so many products be operated? This is the homepage interface of the three e-commerce apps (the layout of each web-side is also similar): the first two are platform-type e-commerce; the third is fresh fruit platform, which is vertical e-commerce. It is not difficult to find that the design of e-commerce products is very similar. The home page shows the carousel Banner on the carousel, and the event area below is the event area.
In product operations, especially when the homepage products are updated quickly, we must pay special attention to conversion, and even accurately reach the conversion rate of different time intervals, different locations, and different products. Then, based on the conversion rate and business experience, continuously adjust the operation strategy. However, at present, even large e-commerce websites have not done this well, and there are still certain gaps in the analysis of the conversion rate of SKUs in each product category. Commodity operation has a very big advantage: low investment, fast results, and obvious results. The essence of commodity operation is to improve our conversion rate and GMV through the analysis of different pits, different activities, and different commodities.
3. Real-time analysis function
There are many categories of product on e-commerce websites, and each category should have a clear positioning, and categories with different positioning should have different operational strategies. According to the profit margin, conversion rate and other performance of the product category, we divide the product category into 4 types: traffic diversion category, high profit category, high conversion category, and future star category.
1) Diversion type category: The profit is very low, but the purchase volume is large and the market demand is large, and the purpose is to divert traffic.
2) High-profit category: high profit margin, I hope users can buy more of this type of products.
3) High conversion category: with volume.
4) Future star category: This is a potential stock of e-commerce platforms. Although the exposure is very low, the conversion rate is extremely high.
4. How to carry out user operations?
As mentioned at the beginning, as the growth rate of Internet users slows down, user experience becomes increasingly important. Previous purposeless SMS pushes and APP notifications may annoy users and destroy their experience; it may even lead to unsubscriptions and uninstallation of users.
In the case of refined operations, the main focus of doing a good job in user operations is: one is to find the key points of user retention; the other is to adopt differentiated operation strategies, distinguish different user groups, and adopt differentiated operation methods for different groups.
5. Optimize product conversion efficiency
At present, the overall design of e-commerce products is mature and the interface layout is similar. We mainly optimize the products based on the user's usage. Our main idea is: optimize the conversion rate of different paths of the product, focus on the management of user reviews, optimize the product, and start with conversion.
A purchase behavior may have multiple conversion paths:
1) Home page - Product - Order conversion
2) Home page - Product list - Detail page - Order conversion
3) Home page - Search - Product list - Detail page - Order conversion
4) Home page - Single pit Banner - Activity page - Detail page - Order conversion
E-commerce operation is a continuous and arduous task. In e-commerce operation, we need to master various skills to calmly deal with the various problems arising in e-commerce operation! If you have any questions about e-commerce operations, you can leave us a message and we will contact you as soon as possible!
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