[Operation] E-commerce operation skills, 50 super comprehensive!

　　Recently, many people left us messages asking us if there are any tips for e-commerce operations and whether there are any practical information to share. Today we will bring you super comprehensive operation skills for e-commerce operations, up to 50! For small and medium-sized sellers, it is really a blessing. Let’s take a look at what are the techniques.

　　1. Positioning

　　1. Before opening a store, you need to consider three issues clearly:

　　What products do you have? Who are you going to sell? What are your advantages?

　　2. Opening a store is about competition. If you have the strength to compete with your peers, you can succeed.

　　For example, you are a well-known brand owner, you have high-quality supply with very low cost, you have many loyal fans, you have exclusive resources that peers cannot replicate, you have very strong strength to fight price wars with peers, etc. These may help you successfully operate a store faster and more successfully. If not, please see the next one.

　　3. If you don’t have the advantages above, you can also open a store that is neither good nor bad.

　　The most important thing at this time is: choose relatively high-quality products, sell them at relatively low prices, provide relatively unique services, and interact with customers frequently.

　　4. What type of store should I open?

　　Flagship store? Specialty store? Or store C? It can be said that each type of store has its own advantages and can succeed, mainly depending on which type your product is more suitable for. 1) Those with well-known brand resources are most suitable for opening Tmall flagship stores; 2) Non-known brands with unique advantages are suitable for opening Taobao enterprise stores or Taobao C stores. After becoming a well-known brand, Tmall will invite you to open a flagship store; 3) Offline wholesale markets are suitable for opening a specialty store or a specialty store; 4) If you do not have any advantages, please do not open a store.

　　5. You need to understand your category.

　　At the beginning, it is best to choose a category you are familiar with, a familiar consumer, and a familiar product so that you can sell the product more easily. If you don’t understand these, please understand them in depth first.

　　6. You need to be the first consumer of your store.

　　Imagine if the products sold in your store cannot attract you to buy by yourself, what reason do you have to attract other customers to buy? So, before opening a store, find some reasons to attract yourself to buy. This way, you can attract other customers to buy your product.

　　7. Your store should have a story.

　　Nowadays, stores are very homogenized. When a customer faces several stores with the same product and the same price, it is difficult for you to attract them to buy in your store. If you are a store with stories, you can quickly get closer to customers. If customers are not able to make decisions, your story will help customers where to buy. What is a shop with a story?

　　2. Customers

　　8. When you first open a store, don’t treat all consumers as your customers. No store can sell products to everyone.

　　1) When opening a store, try to subdivide customers and further segment them as much as possible, study what the biggest needs of the subdivided customers you know best, sell the products that are most suitable for them, and serve them well. 2) When you have a certain customer base, you will find that these customers will have more needs, and then find or develop new products according to their needs. By following this step by step, your store will become larger and larger.

　　9. Frequent interaction with customers can help you a lot. The easiest way is to build a QQ group for old customers.

　　1) When you launch a new product, you might as well investigate which product you like most in the group, so that it will help you quickly determine which product may be sold 2). When one of your best-selling products suddenly becomes unselling, you can investigate the reasons why old customers don’t buy them recently, so that you can make the right adjustments. In fact, there are more benefits to interacting with customers, and I look forward to your discovery.

　　10. When doing anything, first treat yourself as the first customer.

　　1) If you consider how the store operates with the customer's mind, you will avoid many low-level mistakes. 2) When you are making a page, you will think of what pictures and text customers want to see the most, and you will also think of what factors that attract customers to buy the most.

　　11. When doing anything, you must forget that you are a customer.

　　After you have done some things according to the above article, don’t think of yourself as a customer, but look at how the customer will react. For example, if you change a baby window picture, you can observe whether the click rate of the actual customer is high or low; if you change the content introduced by the baby, will the conversion rate of the actual customer be high or low.

　　III. Products

　　12. The product should consider the profit margin.

　　1) Don’t sell products with low profit margins easily, otherwise you will be overwhelmed by other costs. Only with profits can you survive and develop. 2) Products with high profit margins may not be badly sold. Almost any well-known high-end brand has a high profit margin and is also very popular.

　　13. The first factor in determining profit margin is value, not cost.

　　For example, the cost of an Apple phone is not much different from that of a Xiaomi phone, but the profit margin of an Apple phone is several times that of a Xiaomi phone. So where is the value of Apple phones reflected? 1) Good quality. Whether it is hardware or workmanship, the quality is much better than most mobile phone brands. 2) Good user experience. Whether it is the operation interface, sensitivity, or photo effects, it is very good. 3) Have face. Using an Apple phone looks more respectful than using other phones. Because for most people, face is also a value.

　　14. The second factor that determines profit margin is attractiveness.

　　The higher the attractive product, the easier it is to sell at a high price, and the lower the attractive product, the harder it is to sell at a high price. How to increase attractiveness? 1) Improve quality; 2) Increase functions; 3) Improve services; 4) Provide gifts; 5) Improve brand awareness.

　　15. The third factor that determines profit margin is cost.

　　The higher the cost, the lower the profit margin, and the lower the cost, the higher the profit margin. The methods to reduce costs are: 1) Finding upstream sources of goods; 2) Buying goods in large quantities; 3) Using part-time employees in some jobs, such as design; 4) Entering the incubation park can save rent.

　　16. The fourth factor that determines profit margin is competition.

　　The more competitive products, the more likely they are to have price wars, resulting in lower profit margins, and the less competitive products, the more likely they are to have high profit margins. It is difficult for the e-commerce industry to avoid competition. Please see the following chapters to deal with competition.

　　17. When operating a store, you must have multiple hot products. Hot products are a manifestation of product competitiveness and a performance of store operation.

　　How to create hot products: 1) Understand the needs of the customer group; 2) Improve the value of the product; 3) Improve the attractiveness of the page; 4) Optimize the baby title; 5) Brush orders in moderation and optimize good reviews; 6) Notify old customers to purchase through CRM system or drilling exhibitions; 7) Bring a certain amount of accurate traffic through direct trains, drilling exhibitions, etc.; 8) Recommend more sales to hot products through in-store links; 9) Increase keyword rankings and increase more natural traffic; 10) Register for high-quality activities such as Juhuasuan to bring more sales; 11) Analyze traffic sources and improve traffic sources with higher conversion rates; 12) Maintain a slightly higher traffic and sales volume than peers for a long time in order to make long-term hot products. 13) Create more popular products in the same way and conduct related sales.

　　18. When the store scale is expanded, you should expand the product category, so that the average customer price and repurchase rate can be quickly increased.

　　For example: the store has not had much traffic at the beginning, and through a long period of hard work, a pair of pants has been made into a hot product. At this time, thousands or even tens of thousands of people may enter the store every day; the demand will naturally increase when there are too many people. At this time, some people need sweaters, you can add sweaters, and some people need shoes, you can add shoes; more and more products, a hot product has driven the sales of many other products; the more sales, the more demands, and the more categories it can expand;

　　4. Operation

　　19. The first core of operation is conversion rate.

　　The methods to improve conversion rate are: 1) Improve the attractiveness of the product, which can be considered from the aspects of product pricing, page description, gifts, added value, etc.; 2) Improve the aesthetics of the page; 3) Improve the sales of the product, and do not show products with 0 sales; 4) Improve the quantity and quality of positive reviews and reduce medium and bad reviews; 5) Attract precise traffic; 6) Interact more with customers; 7) Improve customer service chat skills.

　　20. There is a little trick to help customers develop the habit of visiting the store:

　　A fixed day of the week is the membership day, and a certain baby buys X and gets X on that day. The benefits of doing this are: 1) Let loyal customers develop the habit of visiting stores frequently; 2) It can easily create hot products and drive traffic throughout the store; 3) deal with unsold products or clear inventory.

　　21. The more accurate the traffic the store attracts, the better.

　　The methods that can make traffic more accurate are: 1) Determine the store and product positioning, and focus on promoting precise potential customers. For example, you are selling high-end products, and promote them to people with high consumption levels when promoting them as much as possible. 2) Analyze the traffic map of the business consultant to find out which traffic sources have high conversion rates, and increase traffic with high conversion rates while reducing traffic with low conversion rates.

　　22. The closer the operation rhythm, store activities and promotion, the better.

　　For example: first, test a baby with a relatively high click-through rate and conversion rate through old customers or diamond displays; then generate some basic sales and high-quality evaluations through order brushing; then promote old customers, and participate in activities such as Juhuasuan, Tiantian Special Prices, Taobao Shopping and other activities as sales increase, and at the same time carry out paid promotion;

　　23. The second core of operation is traffic.

　　Methods to increase traffic are: 1) Paid promotion is the most direct source of traffic. Within the controllable ROI, the intensity of paid promotion should be as much as possible. Under normal circumstances, the traffic will naturally be as natural as possible search; 2) Participating in activities can bring more free traffic to the store, but you need to pay attention to participating in high-quality activities and less bad activities to avoid bad reviews and low DSR scores caused by bringing poor traffic to the store. 3) The most important thing to improve natural search traffic is keyword competition. The main factors affecting keyword competition are product sales, DSR dynamic ratings, and positive reviews. If these three points are done well, the natural traffic will not be bad.

　　24. The core of improving the store’s DSR dynamic rating and praise rate is to improve customer satisfaction.

　　The methods to improve are: 1) Product quality is passed; 2) Shipping speed is passed; 3) Good shopping experience; 4) Customer service responses are timely and have a good attitude; 5) After-sales issues are handled properly; 6) There are many gifts or are good enough to surprise customers;

　　25. Pay attention to customer evaluations frequently

　　Because many problems can be seen from the average customer, such as product problems, logistics problems, customer service problems, etc. Making reasonable adjustments to these issues can improve customer satisfaction.

　　V. Promotion

　　26. The core of promotion is click-through rate.

　　Why increase the click-through rate of paid promotions? 1) The higher the click rate, the higher the demand, and the greater the possibility of final purchase; 2) The higher the click rate of the express train, the higher the quality score will be, thereby reducing the unit price of clicks; 3) The higher the click rate of the diamond exhibition, the lower the unit price of clicks.

　　27. How to increase click-through rate?

　　1) Think of yourself as a real customer and imagine what elements are most attractive to customers? Is it quality, price, brand or something else? 2) Refine the elements that attract customers into pictures and copywriting, conduct horizontal tests, and finally select promotional materials with high click-through rates. 3) During the sales process, more elements that attract customers appear through customer service chats and customer reviews after shopping are refined. The same method is used to perform horizontal testing and select promotional materials with high click-through rates. 4) Observe the click-through rates of different plans during the promotion process, and then increase the bid and budget of plans with higher click-through rates, while reducing the bid and budget of plans with lower click-through rates, so as to increase the click-through rates as a whole.

　　28. The higher the value of the store visitors, the better.

　　How to increase visitor value? 1) Increase the average customer price; 2) Increase the conversion rate; 3) Increase the repurchase rate.

　　29. The lower the cost of the store visitor, the better.

　　How to reduce visitor costs? 1) Increase free traffic; 2) Increase click rate of paid promotion; 3) Reduce the click price of paid promotion.

　　30. What should I do if the traffic cost is getting more and more expensive?

　　The answers are: 1) Expand the product categories based on existing products and increase the average customer price; 2) Increase the conversion rate by increasing gift boxes, gifts or added value, etc.; 3) Increase the repurchase rate through maintenance by old customers.

　　6. Customer Service

　　32. Customer service’s response speed, typing speed, familiarity with the product, etc. are the most basic skills that customer service needs to master.

　　If you don’t master these skills, please take some effort to do your homework first, so that you can avoid some basic problems.

　　33. The core responsibilities of customer service are to guide customers to place orders, follow up after-sales issues, handle current and negative reviews, etc.

　　Stores with conditions can arrange for special personnel to follow up after-sales issues and handle current and negative reviews. Some points to note when after-sales customer service: 1) Start working from the moment the customer takes a photo. Observe whether the customer has left messages, whether there are special requirements for delivery, and meet reasonable requirements as much as possible. This is the first step to improve customer satisfaction. If there is a problem, it will be too late to recover it; 2) Remind the warehouse to ship the goods as soon as possible, and follow up on abnormal logistics orders in time, contact the logistics company to solve any problems as soon as possible, and notify the customer to pay attention and apologize in time; 3) If there is any problem after the customer receives the goods, it is necessary to follow up and help the customer solve it as soon as possible. If the customer suffers losses due to product or logistics reasons, the only purpose at this time is to satisfy the customer.

　　34. If you do the above points, you will still have some bad reviews.

　　Because it is difficult to avoid bad reviews, it is recommended to order a software for bad reviews reminders, so that you can get reminders as soon as possible. At this time, the communication efficiency of contacting customers is the highest. When communicating with customers, you should understand why the customer gives a bad review, and give compensation as much as possible to satisfy them. Then, it will be much easier to request the customer to modify the bad review. According to my experience, direct cash back is the most effective solution. You can give customers a reasonable compensation amount at the beginning. If the customer is still not satisfied, you can increase the compensation amount. For most customers, after giving reasonable compensation, they will basically help to modify the negative reviews.

　　35. But there may still be some buyers who are unwilling to modify the evaluation no matter how you explain or compensate.

　　What should I do at this time? At this time, you can only give the customer a reply, but you must pay attention to the skills of the reply. There is no need to argue with the customer or explain too much during the reply. Instead, you should think about what other customers will think after reading this review?

　　7. Competition

　　36. How can the store deal with the competition among its peers?

　　The answer is: improve the profit margin, click-through rate, and conversion rate of your own store. The reasons are as follows: 1) Increased profit margins can make your store earn a little more than its peers for every order sold. 2) Increase click-through rate can allow your store to gain more visitors at a lower cost. 3) Increase conversion rate can make your store’s visitors more customers.

　　37. Improving the visitor value of the store can also improve your competitiveness.

　　Because the greater the competition, the higher the cost of obtaining visitors will be. This is something you cannot change, but for all stores, the cost of obtaining visitors will not be too big. However, if a visitor comes to your store and can generate more sales than other stores, then your store will have higher sales and higher profits under the same traffic cost. How to increase the value of the store’s visitors? 1) Improve the attractiveness of the product, thereby increasing the conversion rate, which can make more visitors your customers; 2) Expand the product categories based on customer needs, and do a good job in related sales to increase customer unit price; 3) Grasp the customer's shopping frequency and activity rhythm, and contact consumers through CRM system, drilling exhibition, WeChat and other channels in a timely manner to increase the repurchase rate.

　　38. In any industry, most of the profits are ranked first in the industry, and the ones who can only drink some soup later.

　　So how to become the number one in the industry? The answer is: subvert the existing industry or cultivate a subdivided industry. 1) It is more difficult to disrupt an industry, but every industry is constantly being subverted. 2) If an industry cannot be directly subverted in the short term, customers can be segmented, and better solutions can be provided around a certain type of segmented population, becoming the number one in this segmented industry. When customers in this segment are very satisfied, they can expand to a wider population.

　　8. Data analysis

　　39. All problems in the store can be analyzed from the data.

　　Starting from data, you can find the key to the problem and make timely adjustments.

　　40. "Payment conversion rate" is the most core data of the store. Without conversion rate, nothing else can be discussed.

　　1) The "payment conversion rate" should be greater than the "average of peers and peers". The "payment conversion rate" means that the more popular your product is, the higher the value of the visitor; 2) The "payment conversion rate" of the store is determined by the "payment conversion rate" of the specific product. If you want to improve the "payment conversion rate" of the store, you should first increase the "payment conversion rate" of the specific product.

　　41. First increase the "payment conversion rate" and then increase the "visitor count", which will achieve twice the result with half the effort.

　　The most important thing in analyzing the "number of visitors" is to analyze the "traffic sources", analyze the "quantity" and "payment conversion rate" of different traffic sources, find out traffic sources with relatively high "payment conversion rate" and find ways to improve it. This can not only increase the "number of visitors" but also improve the overall "payment conversion rate".

　　42. The increase in the "customer unit price" mainly depends on the unit price of goods and related sales.

　　1) Under the same traffic, guide the traffic to products with "high unit price" and "high conversion rate" as much as possible, and reduce the traffic of products with "low unit price" and "low conversion rate" so as to directly increase sales and customer unit price. 2) Optimize baby introduction, marketing activities, full gift rules, customer service speech, etc., and attract customers to buy more babies based on customer needs as much as possible. The more you buy, the higher the average customer price.

　　43. "DSR Dynamic Score" is an indicator that feedbacks product satisfaction, logistics satisfaction, and customer service satisfaction. This is the data that feedbacks customer satisfaction.

　　1) Although there are 3 scoring indicators, they are not independent. Improving any indicator can promote the improvement of the three scores, because other scores will not be given high when customers are not satisfied with one aspect. 2) Product quality, logistics speed, and customer service payment are the most basic requirements. Doing these three "DSR dynamic ratings" will generally not be too bad. 3) Give customers additional gifts and surprises to improve customer satisfaction, thereby improving the "DSR dynamic rating".

　　44. There is a lot of data involved in the store

　　When you encounter a data, think about the essence of the data, and then think about how to optimize this data.

　　45. Finally, you should pay attention to the fact that sometimes the data is wrong.

　　For example, the "payment conversion rate" of pre-sale products is 0. How to judge the real conversion rate of the products at this time? The answer is to refer to "order conversion rate" or to directly manually count the pre-sale order quantity and divide it by the number of visitors.

　　46. ​​Don’t start the new product randomly. Regularly, and persist after setting the time.

　　Launching new products is the best way to maintain old customers; preheating before going online, and all text messages on Weibo, Weibo, Taobao, WeChat and text messages must be launched; launching new products is to discover potential treasures for hot products, so you must make a good test plan after launching new products; combined with the flexible supply chain, do not mass-produce products that are not recognized by the market, so as to avoid excessive inventory pressure.

　　47. Five most important ways to invest:

　　1. Look at a team (team);

　　2. Explore two advantages (advantageous industries + advantageous enterprises);

　　3. Understand three models (business model + profit model + marketing model);

　　4. Check the four indicators (revolution + profit + net profit rate + growth rate);

　　5. Clarify the five structures (equity structure + executive structure + business structure + customer structure + supplier structure);

　　48. The ultimate breakthrough at a single point can often change the overall situation.

　　The result of no choice will inevitably lead to overall mediocrity. There is no doubt that for small and medium-sized sellers, there is limited capital, limited resources, limited energy, and no brand. Focus on making breakthroughs from the single product, and winning the single product is the core driving force; copying hot products into hot products groups, driving sales throughout the store; sales of the main products are stable, and traffic is diverted through related driving.

　　49. A good operator

　　You must learn to see the essence through phenomena, do the right thing at the right time, and feel whether the event is reasonable based on experience. You will use data to quickly prove it, so that the team can avoid many detours and reduce the company's trial and error costs! You can see that the competitors have changed the price, changed the title, and changed the details, but you can't see the essence behind the changes! There must be such a person behind any big store, otherwise no matter how big the brand is, it will not be able to rise!

　　50. There are more and more dimensions that affect weights, and traffic promotion is becoming more and more complicated.

　　Can all this be simplified? From the beginning, do a good job in positioning, product selection, pricing, model testing, old customers... and then vigorously promote it. From a different perspective, start from the perspective of products and services to be a baby and a customer, instead of following Taobao changes to the level of simple play, such a cat and mouse game will only make you very tired. Bounce off Taobao and do Taobao.

　　After reading the above 50 items, do you feel that you have a lot of benefits? You have the idea of ​​doing operations in your mind, or your thinking has become very clear. For e-commerce operations, we need to constantly summarize and learn. If you still have skills in e-commerce operations, or want to learn e-commerce operations, just contact us or leave a message online. We are committed to helping companies succeed in e-commerce, so we are waiting for you.