How to successfully operate e-commerce

　　With the in-depth education of the market in the past two years, more and more business friends have gained new understanding of the concepts of "social e-commerce" and "future new retail", and have gradually realized that industry competition in the future will extend from traditional e-commerce platforms to social platforms. WeChat, which has 1 billion monthly active users, is no longer a simple chat software, and it is imperative to layout WeChat. However, if the merchant wants to continue to use the operational thinking of Taobao stores to operate WeChat, he will die miserably!

　　It's not alarmist. In fact, many business friends have already hit a wall on WeChat:

　　1. Import customers into WeChat, with a low success rate!

　　A children's clothing store owner, with more than 2 million fans in the store, placed pink cards in the express package to prevent customers from adding multiple WeChat messages repeatedly, so the QR codes in the package are the same. Merchants are not aware that WeChat is limited to the number of people added every day, and it is added at most 300 friends a day, so the growth of fans is slow.

　　A maternal and infant shop owner also uses a package clip card to ask customers to add private WeChat accounts to receive red envelopes, but the conversion rate is left unresolved. In fact, his biggest problem is that the card content is too many requirements for customers and the user's operation path is long, so even if you send red envelopes, the cumbersome operation steps are discouraged by the customers.

　　A beauty shop owner sent a text message to customers to guide friends. Due to the low initial addition rate, the frequency of text messages was controlled later. In addition, the copywriting lacked highlights, the effect naturally became worse and worse.

　　Solution:

　　1. Package cards are a relatively common marketing method used by merchants. Customers have become immunized. In addition, the platform's strict investigation and crackdowns are not recommended.

　　2. Improve SMS marketing skills. First of all, improve the quality of text messages. Whether you want to express it directly or guide your personality, you must make customers understand the benefits in a very intuitive way, such as red envelopes, new discounts, priority purchases, etc. The second is to pay attention to marketing time nodes, seize the opportunity of shipping, receiving, and collecting payments, and improve the SMS click rate. In addition, after the customer places an order, Wangwang reminds the customer to follow WeChat and understand the logistics trends, etc. A simple guide may achieve twice the result with half the effort.

　　3. Automatically add customers as friends. Manually add friends, or use some tools to add customer mobile phone numbers in batches and automatically add WeChat friends (add WeChat at the end of the article to understand the WeChat automatically add friends tool).

　　2. Difficult in operation, low repurchase

　　After adding customers to WeChat, a Tmall jewelry store owner worked hard every day like a WeChat business, constantly flooding the screen, hoping to show every treasure in the store. The result is conceivable. At the beginning, there were customers who commented on the price, but later there was no interaction in the circle of friends. Later, he used the tool to clean up zombie fans and found that more than 800 people deleted his friends. How many of the rest blocked his circle of friends?

　　A digital accessories store owner has provided each customer service with a customer service WeChat account, allowing them to distribute unified circle of friends materials by themselves. The effect was good at first, but later the problems became more and more obvious. The customer service was not proactive enough, which led to the dissemination of material. It was also impossible to supervise the chat content and WeChat conversion data of WeChat customer service. It was impossible to quantify their KPIs. It was also worried that the customer service would take WeChat customers away after leaving the job.

　　Solution:

　　1. I don’t recommend that you use the WeChat business set to operate WeChat, especially when learning the essence of WeChat business marketing, and use their screen-sinking marketing, which can easily reduce the activity of fans. WeChat operations have a systematic set of things, especially the establishment of WeChat IP. Everyone should clarify their WeChat positioning. For example, if you sell fitness equipment, then your WeChat can be positioned as a fitness expert, fitness coach, etc., and the corresponding directions of the circle of friends will also come out: inspirational pictures and texts for getting up early, sharing of fat-loss meals, action tutorials, fitness photos, etc., and then interspersed with some product advertisements and usage experiences, so that users will not be disgusted.

　　2. It is still necessary to arrange a dedicated person to operate WeChat to separate the store customer service and WeChat customer service. However, the labor cost of one customer service managing a WeChat account is too high. You can use the WeChat customer management tool to realize that WeChat opens multiple screens on one screen, support recommending store products on WeChat, synchronizing store information of WeChat customers, and at the same time, it can supervise WeChat customer service chat records, ensure maintenance quality, supervise WeChat marketing conversion data, and quantify the work results of WeChat customer service. It is simple to understand that WeChat customer service can use the WeChat version of Qianniu to do customer service maintenance (add WeChat at the end of the article to understand WeChat one screen multiple screen)

　　3. Difficult to increase powder and fission

　　A certain clothing store owner encountered a bottleneck after operating WeChat for a period of time. He didn't know how to use existing fans to do fission and attract new customers. He has tried the lottery event. If the prize is too bad, the fan participation level is low. If the prize is too good, the user is not the target customer. WeChat does not have a direct train function, and it is not enough to spend money to get traffic. Therefore, we must use the social attributes of WeChat to improve the effectiveness of the event.

　　Solution:

　　1. When doing fission, you must first clarify your target user attributes, which determines how to choose your activity prize. Generally speaking, if you want fans from fission to quickly become your store customers, then use your own products to do activities. This method is for merchants with low average customer prices, and the fission number in the early stage may not be very high. For example, if you are an original trendy brand, and when your brand is not very well-known, you can also use some brand products similar to your brand style as prizes, such as AJ, coconut, etc. In this way, the fans who have fission have similar dressing styles to your brand. In the later stage, you can use Moments marketing or new product trials to make conversions.

　　2. Enrich the forms of fission activities. You can choose to use the form of likes and gifts on Moments, resend discounts, and send people to get rewards. Of course, you can also use some fission activity templates. You only need to upload prize information to automatically generate your fission activity and distribute it in Moments. Through backend statistics, it is convenient for later review (add WeChat at the end of the article to understand WeChat fission tools)

　　The above three points are the failures of most merchants in WeChat operations. They seem simple, but the key to success lies in the control of details. WeChat is a place that requires meticulous and deep cultivation. As long as you do it well, the reward it will feed you will be unlimited.