What is e-commerce operation? What work is needed for e-commerce operation, and what are the e-commerce operation skills? In fact, operation is not a person or a department. Simply put, operation is a strategic overall management system. E-commerce operators were military advisors in ancient times, and military advisors formulated military strategies and layout tactics.
As competition in the e-commerce industry becomes increasingly fierce, although e-commerce platform sales continue to grow, the trend is already slowing down. To become an excellent e-commerce operator, in addition to working hard on the e-commerce product experience, we also need to do a good job in e-commerce operations. E-commerce operations are no longer labor-intensive industries. What we need more in the cruel competitive environment are elite soldiers.
1. Data viewing
The viewing data includes a wide range, including main image data, detailed data, product data, customer data, market data, promotion data, SEO data, etc. As an operation, the exact meaning of these data should be clarified not only for them, but also for the application significance of these data. Data is a scientific reflection of the operation status of the store and has important reference value.
Operations should summarize observation data and draw conclusions based on the data to support the next optimization solution. For example, if the store traffic rises and declines, if we do not analyze the reasons, we will not avoid making similar mistakes in the future, and we will not improve our operational capabilities.
2. Store diagnosis
The scope of diagnostic stores is also relatively wide, including visitor trends, product sales, marketing strategies, promotional results, event performance, etc. Not only do we need to have data analysis capabilities, but more importantly, we need to have clear ideas. We must learn to understand the store problems from some clues.
For example, if you find that a dynamic score of a store is reduced for no reason, would you simply think that this is the only one? You should know that the buyer's score is very blind. If his shopping experience is not good, a lower score will appear. Therefore, we need to comprehensively analyze the problem and figure out what the real reason for the reduction lies.
3. Marketing and promotion
Marketing and promotion are not just promotional capabilities. Although qualified operations do not require proficiency in specific operating methods, they still need to understand the ideas and principles, and focus on the overall operation direction of the store. For example, the operation may not be able to drive a direct train, but you must understand the basic principles and promotion model of the direct train. Only in this way can we guide the artist and promotion departments to collaborate more efficiently.
Marketing strategies are the driving force for store growth. For example, new offers, holiday discounts, clearance processing, event promotions, free shipping for full discounts, parcel marketing, etc., are all skills that operators are proficient in. The maker and controller of all these strategies are definitely in operation, and we need to make a real-time evaluation and summary of the effectiveness of the marketing plan in order to prepare for the planning and implementation of subsequent marketing strategies.
4. Product layout
Is the product regularly launched or a one-time layout? Should the product be promoted in the whole store or a focus on building? Should the product be fought independently or combined with the whole column? Should the product be priced at a lower level, the better or take the high-end route? These are all issues that operations need to be carefully considered.
Regular new products require a good supply chain. It is the practice of small sellers to arrange products at one time. When the product is then renewed and focused on building is the real test. Once a hot sale occurs, all the store resources should be concentrated for promotion, and related combinations should be considered to drive other products. Only in this way can the store continue to grow. As for pricing, we must start with crowd positioning. Different groups of people have different feelings about price positioning. Only by positioning the crowd can you make good pricing.
5. Audience positioning
If the product audience positioning is not done well, the more investment it is, the faster the store will die. Why do some dresses sell for dozens of dollars, but some can sell for thousands of dollars? It is very simple. The different audiences faced by them, so the consumption power is naturally different. Your store faces consumers across the country. With a larger population, the corresponding population rating will increase. Moreover, in today's personalized era, if the positioning of the store or product population is inaccurate, it means that the traffic provided by Taobao will not be accurate, and the conversion rate will inevitably be very poor.
How many e-commerce operation skills have you mastered? Although the e-commerce industry is in a red ocean, the competition becomes increasingly fierce. An operation personnel with comprehensive qualities and comprehensive operating personnel is the most lacking in the e-commerce industry. As an operation personnel, do you understand enough e-commerce operation skills? Are you qualified?
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