How can we do a good job in e-commerce operations? With the rise of the Internet economy, it is constantly impacting the real economy, and many companies are facing transformation, and transformation is also imminent! Many companies will fall in the transformation stream, and some companies will be smooth sailing on the e-commerce platform. So how can e-commerce operate to achieve success! Let’s see some suggestions from Promotional Network:
1. Positioning
1. Before opening a store, you need to consider three questions 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 sources of goods with very low costs, you have many loyal fans, you have exclusive resources that your peers cannot replicate, and you have very strong strength to fight price wars with your peers.
3. 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 specialty stores or specialty stores.
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.
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?
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 a story, you can get closer to your customers.
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 in the group which product is the most popular for old customers, so 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 in the group 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 more attractive the product, the easier it is to sell for higher prices. 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 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 the product, the more likely it is to have price wars, resulting in lower profit margins.
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) Optimize customer reviews; 6) Notify old customers to purchase through the CRM system; 7) Buy precise traffic through paid methods; 8) Recommend more sales to hot products through in-store connections; 9) Improve traffic sources with higher conversion rates; 10) Maintain a slightly higher traffic and sales volume than peers for a long time in order to make long-term hot products.
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 and you can add sweaters, and some people need shoes and 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 it has, 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; 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. One day per 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 and find out which traffic sources have high conversion rates.
22. The closer the operation rhythm, store activities and promotion, the better.
23. The second core of operation is traffic. The methods to increase traffic are: 1) Paid promotion is the most direct source of traffic; 2) Participating in activities can bring more free traffic to the store, but you need to pay attention to participating in high-quality activities to avoid bad reviews caused by bringing bad traffic to the store.
24. The core of improving store 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 customer evaluations, such as product problems, logistics problems, customer service problems, etc. Making timely adjustments to these issues can improve customer satisfaction.
V. Promotion
26. The core of promotion is click-through rate.
27. How to increase click-through rate? Observe the click-through rate of different plans during the promotion process, and then increase the bid and budget of plans with higher click-through rates, so that the click-through rate can be increased overall.
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
31. Customer service’s response speed, typing speed, and familiarity with the product are the most basic skills that customer service needs to master.
32. 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.
33. 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.
34. 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
35. 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.
36. Improving the visitor value of the store can also improve your competitiveness. 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, WeChat and other channels in a timely manner to increase the repurchase rate.
37. In any industry, most of the profits belong to the first place in the industry. Then customers can be segmented and better solutions can be provided around a certain type of segmented population, becoming the first place in this segmented industry. When customers in this segment are very satisfied, they can expand to a wider population.
8. Data analysis
38. All problems in the store can be analyzed from the data. Starting from the data, you can find the key to the problem and make timely adjustments.
39. Increase the "number of visitors" and you will achieve twice the result with half the effort. The most important thing in analyzing the "number of visitors" is to analyze the "traffic source".
40. The increase in the "customer unit price" mainly depends on the unit price of goods and related sales. Optimize baby introduction, marketing activities, full gift rules, customer service speech, etc., and attract customers to buy more babies as much as possible based on customer needs. The more you buy, the higher the unit price.
41. For 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 support it, so that the team can avoid many detours and reduce the company's trial and error costs!
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