Data-based content operation, the essential skills of excellent e-commerce people

　　Why is data-based operations so important? The answer is simple. Evidence-based decisions are more reliable than decisions based on instincts, assumptions, or cognitive biases. Through a data-driven approach, you will be able to judge trends, thereby taking effective actions, helping yourself discover problems, and driving innovation or solutions to emerge.

　　At the beginning of 2016, conferences on data themes of large and small were held across the country, and even Prime Minister Li Keqiang participated in the big data application conference. Data operations have become rapidly becoming popular since they were not recognized and no one mentioned them at the beginning. If you don’t understand data operations, you will be eliminated by the times.

　　Why is dataization valued and sought after? Because data operators will first study the changes in the entire market environment and find the rules of problems through data to solve the problem.

　　The same is true for e-commerce. If you don’t pay attention to the data, you may only pay attention to how many orders this baby has sold and whether the sales are good. And once you understand the data, you will infer the life cycle of your baby from click-through rate, conversion rate and other data. When should I be removed from the shelves and when should I be released? Finally, a complete operation process was obtained.

　　What is the use of data-based operations? -After entering the work, I truly felt the benefits of data operations. Once, the company's goal was to double its performance next year, so the project wanted to increase the number of products to 1,000 by working hard on product development. We hope to drive performance improvement and leap through more quantities.

　　Then after looking through the sales data of the increasing product in the past few years, I found a problem, that is, when the company's performance grew by 100 million to 200 million, the products that support 90% of the performance are still the number of products within the top 200 in the previous TOP200. This shows that the quantity of products cannot be directly equated with performance.

　　In order to verify my ideas, I collected a large amount of data and proved through data analysis that quantity is not a good way to solve the increase in performance. Therefore, the number of products was finally controlled at 600 that year, and the performance still achieved an 80% achievement rate that year. If you blindly develop products to 1,000, not only will the performance not meet expectations, but it will also cost a lot of costs.

　　Judging from the down jacket market trend chart for the whole year, down jackets actually began to climb slowly in June, and the rate of purchases continued to grow in both visitors and the purchase rate. But the real market upward cycle is very fast and short, with only October and November. Once you do it incorrectly, it is easy to miss the entire down jacket market.

　　The maturity period of the down jacket market is from November to January. However, there was a cliff-like plunge in February, so clearance cannot be waited for February to start, but the clearance will begin in January. However, the node of pushing back is Double 12. Once Double 12 passes, the market will basically begin to be in a weak period, so under normal circumstances, it will start to enter the down jacket clearance period before Double 12.

　　So if you want to enter the down jacket market, you will start to evaluate product sales volume in August and September. From October to November, you have entered the second phase of the market's rise. At this time, you need to expand product promotion and enhance product sales advantages. Ning Jing’s friend only started to be launched in October, so naturally he could not get sales.

　　In addition to making decisions about the major issues of the company's development, data-based operations can also help small things in daily life. For example, in the early days, click-through rate could be calculated on the PC side, and we all know that click-through rate is the first key element of product assessment. Therefore, in order to be able to monitor all products, relevant product data must be recorded in a timely manner.

　　It’s not too late to learn data operations - from the above examples, we can feel the importance of data operations. Sometimes store problems are like colds, with the same problems but different causes. Some people catch a cold with fever, while others catch a cold with a cold. At this time, you need to analyze the key data before you can prescribe the prescription.

　　After seeing this, you must have doubts: Is it too late to learn data operation now? Is it suitable for me to study?

　　Many people should know that Ali’s mother has launched a new tool “super recommendation”, and immediately asked Azhu whether Niuqi School will offer related courses. It can be seen that in the face of the continuous update and development of the platform, store operation challenges and changes are coming soon. Only when you explore the rules of store operations from behind the data can you respond to changes in the same way.