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#Laogao E-commerce Newsletter #E-commerce Morning News on April 30

2019-04-30

　　#Laogao E-commerce Newsletter# [E-commerce Morning News on April 30] In the next three years, the scale of Tmall platform service providers will triple; Dingdong Maicai has opened Suzhou, with daily orders exceeding 200,000; Forever 21 confirmed its withdrawal from the Chinese market, and did not disclose the number of layoffs; Suning.com achieved a net profit of 136 million yuan in the first quarter of the year-on-year increase of 22.16%; CITIC Capital completed the acquisition of beauty e-commerce service provider Youke...

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　　E-commerce newsletter

　　1. In the next three years, the scale of Tmall platform service providers will double

　　In the next three years, the scale of Tmall platform service providers will double. Tmall announced that the scale of Tmall platform service providers will double in the next three years, helping domestic and foreign brands to create 500 billion yuan in sales. It is revealed that there are currently more than 1,000 service providers on Tmall platform, including 310 star-rated service providers, mostly serving big-name domestic and foreign merchants, and doing the entire store operation of Tmall flagship stores. Data shows that in 2018, the sales of the store operated by service providers increased by 20% higher than the overall growth. (Chuangyebang)

　　2. Dingdong Maicai has opened a city in Suzhou, with daily order volume exceeding 200,000

　　On the evening of April 29, according to Dingdong Maicai's official website, Dingdong Maicai currently has 301 offline service stations (i.e. forward warehouses), serving most communities in Shanghai, Suzhou and Hangzhou, with a daily order volume exceeding 200,000 orders. This means that Dingdong Maicai has opened the city of Suzhou. After entering multiple locations in the delivery address bar of its App, you can find that product information can be displayed at many points in Kunshan, Taicang and other places. Dingdong Maicai is a Shanghai company with a high level of attention. It mainly offers delivery starting from 0 yuan and delivers 29 minutes, and has a densely distributed forward warehouse. (Crowdfunding Home)

　　3. Forever 21 confirmed its withdrawal from the Chinese market, and did not disclose the number of layoffs

　　On the evening of April 29, following the announcement of the closure of the Chinese official website and flagship stores of Tmall and JD.com last Thursday, American fast fashion brand Forever 21 stated last Friday that it will officially withdraw from the Chinese market in the near future after carefully considering changes in consumer demand and profitability, but did not disclose the number of employees to be cut. The brand’s official website shows that Forever 21 currently has only 4 stores left in mainland China. (Crowdfunding Home)

　　4. Suning.com achieved a net profit of 136 million yuan in the first quarter, up 22.16% year-on-year

　　On the evening of April 29, Suning.com released its first quarter financial report. Financial report shows. Suning.com's revenue in the first quarter was 66.242 billion yuan, a year-on-year increase of 25.44%; and achieved a net profit of 136 million yuan, a year-on-year increase of 22.16%. (E-commerce News)

　　5. CITIC Capital completes acquisition of beauty e-commerce service provider Youke

　　The private equity investment department of CITIC Capital Holdings Co., Ltd. announced that it has completed the acquisition of Hangzhou Youke Cosmetics Co., Ltd. from Qingdao Jinwang. Youke's management team also participated in the acquisition. Bank of China serves as the lead bank for appointment, and China Merchants Bank serves as the joint leading bank for the provision of the merger and acquisition syndicated loan. Founded in 2010, Youke is a domestic digital marketing and e-commerce service provider focusing on the beauty and personal care industries. (China Securities Network)

　　Internet Information

　　6. Shentong Express achieved a net profit of 405 million yuan in the first quarter, up 7.22% year-on-year

　　On the evening of April 29, Shentong Express (002468.SZ) issued an announcement stating that it would report for the first quarter of 2019. According to the financial report, Shentong Express achieved operating income of 4.507 billion yuan in the first quarter of 2019, a year-on-year increase of 55.10%; and achieved net profit attributable to shareholders of listed companies of 405 million yuan, a year-on-year increase of 7.22%. (Tencent Technology)

　　7. Sogou executives interpret financial report: In the future, the scale of information flow users will develop faster

　　When answering an analyst's question, Sogou CEO Wang Xiaochuan said, "At present, the growth of information flow products is indeed relatively fast, driving the increase in the entire advertising consumption, and Sogou's proportion in it is indeed declining. Sogou's overall search share is still relatively small, so there is still a lot of room for growth. Relying on our big data capabilities, the user scale of Sogou's information flow will develop faster in the next two or three years. Therefore, in this regard, Sogou's growth is still above the industry average." (China Radio Network)

　　8. Momo responds that Tantan App has been removed from the shelves: It is actively communicating with relevant government departments

　　Previous news, Tantan was removed from the Android application market yesterday. Momo, the parent company of Tantan App, said that the company stated that it is actively communicating with relevant government departments and plans to work together with relevant departments so that Tantan App can be re-listed on the mobile application store of related topics as soon as possible. (Sina Technology)

　　9. Li Xiaojia: Alibaba will be back 100%, it’s just a matter of time

　　Li Xiaojia, president of the Hong Kong Stock Exchange, said, "When it (Ali) believes that the Hong Kong market can solve its problems, it will come back. Does it need financing now? No. Does it need another trading venue? Unless this trading venue can bring new vitality, it is not necessary." When asked about the "possibility of coming back", Li Xiaojia said, "How can such a large company not come back? Alibaba will come back 100%, it is just a matter of length of time. One year? Five years? Should I return to Hong Kong or Shanghai? This is its own choice." (Financial)

　　Cross-border e-commerce

　　10. Beijing’s cross-border e-commerce retail imports increased by 44%, and more than 50 cross-border e-commerce experience stores were built

　　According to April 29, Beijing is creating new opportunities for the development of cross-border e-commerce. In 2018, the import volume of cross-border e-commerce retail in Beijing was 1.895 billion yuan, a year-on-year increase of 43.9%. At present, Beijing has built more than 50 cross-border e-commerce experience stores and more than 70 overseas warehouses. As an emerging business model, cross-border e-commerce has achieved rapid development in recent years and has become an important channel for deepening international exchanges and cooperation in the "Belt and Road". (E-commerce News)

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is confidence, three is enthusiasm, and the last is to dare to ask for it. When we come in, we cultivate the professionalism of customer service and have a very good understanding of the products - we must stay in our warehouse for a week and be familiar with our products. Let’s learn about Taobao’s system later, and then understand the company’s customer service system after getting it done, including what you can say, what you can’t say, and what you use to type fonts? What to use for color? What to use for font size? Including how long can you answer the phone? How long does it take to leave the position? Including if there is something to leave, how to hand over? We have a form and a charter in this series, and the customer service must be very clear. Then we have a complete Q&A system. Customer service must understand and answer all these Q&A questions so that I can get you to the computer; because it is very important for us to come here. Finally, let’s understand our assessment system. Our assessment system has a lot of content: conversion rate, response time, average customer price, and customer evaluation. After understanding these things, we will do this.

Lao Gao: Let me summarize it, it is standardization and processization.

Zhou Jun: We are standardized in the process, but our communication with customers is not standardized. Why? Because I think every customer comes here differently. What kind of people do our customer service meet and what they say the most. Our customer service doesn't care what we should reply; many large companies have such a misunderstanding: they edit the customer service into many quick replies, and you will reply to whatever questions the customer service asks. I think this is not particularly beneficial to a medium-sized seller and it feels inhumane.

Lao Gao: It is to standardize some bottom-line problems, and customer service deals with some flexible things. We must learn the awareness of sales and even the "wolf nature" of sales.

6. Netizen: Our company also has performance appraisals. What is the main appraisal of General Manager Zhou?

Zhou Jun: The most important thing about us is the conversion rate, which accounts for 50% of our assessment. Then we will evaluate the response time. If we are too busy to get busy, it will not be called service, so we care very much about the response time. Then we have another customer review, how does the customer evaluate our customer service. For example, when we call "10086", his customer service will speak to us very gently. Even if you scold a few words, he will definitely not respond. Why didn't he dare to respond? Because once you give him an unsatisfactory evaluation when you hang up the phone, his salary this month will have a great impact, so we care very much about the evaluations made by customers on our customer service. Another very important point is that our customer service needs to learn to sell; we cannot say what the customer wants and what we give you. We need to ask the customer service to recommend products to customers, new products or matching products, and customer service must have this skill. We have a task assessment every month: how much this product must be promoted, which is also a very important aspect. But we do not evaluate the sales of these things, because the average customer price is multiplied by the conversion rate, which is sales.

7. Lao Gao: If sales are too assessed, will customer service be very profitable?

Zhou Jun: We think this is unfair to customer service. Let me give you a very simple example. For example, we are both customer service. We both sell men's bags. The lowest price of our company is only 59 yuan per small bag. You have a maximum price of 399 yuan. At this time, a customer came over and asked me to buy a 59 yuan bag, but the customer was very picky and troublesome. I used a lot of sales skills and the power of the gigantic people and finally got it done. At this time, a customer also came over and asked you about the 399 bag and asked you "whether or not", and you said there was, then you took a photo. At this time, you earned 399 yuan, and I only had 59 yuan. So your sales are higher than mine, but I demonstrate higher levels than you; is this an unfairness? Especially during the big promotion period, when "Double 11" and "Juhuasuan", the role of customer service is weak, and no one has time to place an order. At this time, due to luck or time, some customer service sales are much higher than others... I think this is an unfair manifestation. Our company's performance must provide customers with the ability, high transformation, good execution and sales ability to make their performance available and get the best income.

8. Netizen: There are very few orders in the early stage of a new company. Where should customer service focus during this period?

Zhou Jun: If you have fewer orders, the consultation volume will not be large. At this time, you should make the customer service professional and humanized, especially humanized, and how to talk about customers to the hearts. Your product may not have any advantages, but how he calls "rice" "gold", I think this is crucial. The less orders, the higher the requirements for customer service.

9. Netizen: How is the commission from customer service more reasonable?

Zhou Jun: We have a complete set of KPI assessments. Our company has a very fair point: we know the salary of the customer service, and it is not the final decision. I think you have performed well this month, and I will give you a little more. Where can I make me feel comfortable, I will give you a little higher. We are not like this, we are the same to everyone. How much salary the customer service gets this month is achieved by myself, not by me. We have an assessment in it, with a bonus base of 100 points and above 90 points; a bonus base of 3,000 yuan for more than 90 points; a bonus base of 80-90 points is 2,000 yuan; a KPI assessment with less than 80 points, and a bonus base of only 1,000 yuan. For example, if the 90 points is 3,000 yuan, 3,000×0.9=2,700 yuan bonus; if the customer service reaches 89 points, it will be the 2,000 yuan bonus. At this time, he will work very hard because one point difference will have a big gap, so we will not evaluate sales.

10. Netizen: How much does your average customer price account for?

Zhou Jun: 20 points. Different companies will have different ratios. Some products with very different customer orders may vary greatly, including those with a few dollars to several thousand dollars. I suggest evaluating the number of customer items. This is actually the same concept. Either the average customer price or the number of customer items is evaluated.

11. Netizen: How many people are there in your company? How many customer service personnel are there?

Zhou Jun: Our company has more than 40 people in total, and our customer service number is 11.

12. Netizen: How many stores do you have? Will the customer service need to log in to different stores?

Zhou Jun: I have seen a customer service that has visited more than a dozen stores. I don’t understand how it was made. I think I definitely can’t do it. Our company has a regulation that under normal circumstances, one customer service can access up to two stores at most. In special circumstances, up to three, absolutely no more than three. And they all have primary and secondary aspects, one large and the other small are matched, because after all, people's energy is limited.

13. Netizen: If conversion rate and response time are used as the main assessment criteria, will customer service try their best to promote the product?

Zhou Jun: If your conversion rate is very high, his salary may be very different; then customer service will always pay attention to his conversion rate.

Lao Gao: Any company will be determined based on its own situation. For example, at this stage, which indicators are what you need most, then put this indicator into the KPI.

Zhou Jun: So we will adjust according to the actual situation. For example, when the conversion rate is very high, the average customer price will be a little higher.

Lao Gao: Different months and different seasons may be adjusted.

Zhou Jun: Depending on what your actual company lacks, any requirement without KPI assessment is nonsense.

Lao Gao: This is the guidance of human nature. If you are the most inaccurate, you will make up for whatever you lack.

14. Netizen: How to control the number of customer service personnel in the early stage?


Zhou Jun: It is formulated based on your own company. The daily inquiry order quantity I just mentioned, you can control the number of people based on your daily inquiry order quantity. The best ratio of inquiry is between 80-120, and the customer service has enough time to chat with customers. Of course, there are different differences depending on different products; if the daily inquiry volume exceeds 120, people must be added. If the number is less than 80, you can consider eliminating people at the end.

15. Netizen: How can the performance data be fair for different store customer service and store sizes?


Zhou Jun: Different stores must have different indicators. We use the store as the assessment form. This store has several customer service participation, one important and the other, and some customer service needs to participate in two stores at the same time. An important store score of 100 points may be 80 points. We account for 60% of this store, and 80 points are multiplied by 0.6. The other stores may be all small stores, which may be only 40%. Maybe he also made an 80 point, 80 times 0.4, and the sum will be calculated as the average score. Different stores and different rights are also different.

16. Lao Gao: What is the customer service evaluation system like?


Zhou Jun: There is one thing in our KPI assessment. When the exchange is over, we will ask customer service to actively send customers something that requires customer evaluation. No matter what the situation is, customers will give our customer service a good or bad review. After using this, I found that the overall service attitude of customer service will be much better! Our customer service guidelines are that there must be no head-on conflicts with customers under any circumstances! No matter whether the customer scolds you or insults you today, you cannot refute it. As long as there is any quarrel, you will be fired immediately once you find it.

17. Netizen: Are there any other ways to encourage customer service to use money to assess?


Zhou Jun: Our company has more incentives and focuses on cultural aspects. Our customer service is not just ordinary customer service, but has different levels: divided into ordinary customer service, advanced customer service, elite customer service, expert customer service, and gold medal customer service. What kind of data and requirements he meets and slowly upgrades it is also an incentive method. If you reach a certain level and enter a circle, there are many benefits. Good customer service has more job opportunities. Of course, there is also salary, which is the most direct and indispensable part.

18. Netizen: What are the ways to deal with negative reviews?


Zhou Jun: We mainly focus on Tmall, and we also have JD.com. First of all, there must be something wrong with your product or service; how to solve the problem if there is a bad review? We have very gentle customer service and contact customers by phone.

19. Netizen: How to treat customers who deliberately make things difficult for them?

Zhou Jun: There will also be customers who deliberately make things difficult, but not many; our customer service has enough time to chat with him. The premise is that you cannot have conflicts with your customers, you must learn to practice Tai Chi slowly with them.

20. Netizen: Good products and good service, but how to solve malicious negative reviews?

Zhou Jun: This phenomenon cannot be eliminated. There is a comment that goes into a reply. Find a way to reply to all the reviews on the page of the negative reviews. What kind of effect can this achieve? It means that customers don’t want to read the negative reviews when buying things.

21. Netizen: How should I solve the problem of some customers who do not return the goods, do not refund, and require the waiter to intervene, but cannot contact them?

Zhou Jun: You can’t even contact the phone, so you can only solve the problem through normal channels. We will find ways to leave messages and leave messages as much as possible; we have sent holiday greetings to customers for 20 consecutive days.

22. Lao Gao: How to set up customer service performance appraisal?

Zhou Jun: Any performance evaluation must be quantifiable, for example, the conversion rate is quantifiable, the average customer price, number of customers, response time, customer satisfaction, and the evaluation rate sent to customers can also be quantifiable. How many numbers have our products been pushed can also be quantified. We will evaluate these quantifiable things. Develop different tables according to the different weights of each item.

23. Lao Gao: What kind of customer service is good customer service?

Zhou Jun: This is also a relatively general issue. From a data perspective, those with high assessment and high conversion are a good customer service. From another perspective, he is a "sales-oriented" customer service. If he can turn the service into his heart, that is a good customer service.

24. Lao Gao: How to arrange the working hours of customer service staff?

Zhou Jun: I have heard of exaggerated many large enterprises working for 10-12 hours! I think it's incredible! We need to be more humane from the perspective of customer service. We are divided into two shifts, the day shift is 8:30-5:30; the evening shift is 5:30 to 12:30, and we work a total of 7 hours. Evening shifts can be hard, half a month’s day shift, half a month’s evening shifts, and it’s the same for everyone, fair.

25. Netizen: What are the key points of after-sales training?

Zhou Jun: The key points of after-sales training, first: to satisfy customers, he can accept it; second: we can not make money, even if we lose less, as long as we can serve customers well; this is our bottom line.

26. Netizen: How to solve the problem of negotiating customers?

Zhou Jun: This will test the level of customer service. How can customer service turn bargaining with customers into value? "Talking about interest" is a very important point for sales-oriented customer service. The customer will talk to you about the price and the value you talk to the customer. Be sure to guide customers, not be guided by them. Because what customers want is not cheap, but the feeling of being cheap. We will make our customers feel that they have made a profit by "cheap"!

27. Lao Gao: What are the main responsibilities of the customer service supervisor?


Zhou Jun: Supervisors are very important. First of all, after the overall performance mechanism is evaluated, supervisors must also be included in this mechanism. The performance of the customer service supervisor and the performance of the customer service are jointly and severally responsible, and are combined. The average KPI and average salary of the customer service account for 60% of the customer service supervisor. If this customer service is good, all customer service is good; if all customer service is poor, then the customer service supervisor is also bad. Our team’s customer service supervisor has certain requirements. He has to check at least 50 chat records every day, and to conduct training on order loss meetings and training on excellent cases every week; including training on the latest skills and rules.

28. Lao Gao: How to set up a salary and commission system for e-commerce teams?

Zhou Jun: This range is relatively wide. The only fixed salary of our e-commerce team is design, and it is difficult to quantify the design. There is no performance appraisal for design, and of course finance and administration also receive fixed wages. There are all other things, and there are more customer service assessments. Our assessment is constantly improved and updated. The main purpose is to improve those who have the ability and eliminate those who have no ability. Including those who do warehouses, they do assessments.

29. Lao Gao: How to mobilize the enthusiasm of customer service?


Zhou Jun: First, salary; second, a fair environment. Let the capable person show it. Performance appraisal must be very perfect. Promote their enthusiasm through these aspects. The company will have some PM systems, including the different levels of ordinary customer service, senior customer service, elite customer service, expert customer service, gold medal customer service, and management system mentioned earlier, and their treatment and income will change accordingly, so that they have hope of growth and maintain ambition.

30. Netizen: Where does the customer service work in the evening shift? What management points do you have at home?


Zhou Jun: Many companies work at home at night shifts. My thoughts are: absolutely not possible! If you want to do a good job in e-commerce and achieve a certain scale, it will definitely not work. I feel at home at work

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