Original e-commerce news: efficient execution of team management - details determine success or failure

Aidron Lighting has 11 years of experience in brand lighting distribution. After one year of switching to Taobao, it has achieved a total of 0 to 50 million, ranking fifth in the category. At the regular meeting of Laogao Crown Club in June 2015, Zheng Hongbin of Edron Lighting shared his experience in team execution with the members. There is a saying that I particularly agree with: " Employees are focused on it , but the boss cannot do it if he does not have enough execution." A good boss must not push the root cause of the problem to employees.

The following is a selection of full texts:

I started doing e-commerce in 2011, and my first state is that I stay at home and do not go out every day, and work behind closed doors. The second state is to look up at the sky. We will pay attention to the situation outside to study. Some waiters will give us lectures.

1. Details determine success or failure

In the field of art, details are life. In the field of e-commerce, details are sales, money, and unit price. Doing every detail is the basis for success. I had a short tick during Juhuasuan before, and there was no more than 500,000 yuan. Our employees once accidentally wrote a product equal to one meter into one equal to ten meters, which caused us to lose a lot. These trivial details lead to many unimaginable consequences.

There are many people here who want to do big things, but few people can do small things well. There are many strategists with great strategies, few executors who strive for excellence, and even fewer people with strong execution ability. There are many various management rules and regulations, but few can be abide by. If you want to be better than others, you have to work hard on every little thing.

We need to pay attention to some details in Juhuasuan.

First, for event registration, sales volume is Juhuasuan's lifeline, which is the waiter's original words. We only have two types of products we want to submit, one is a big brand and the other is a hot product, which takes the cost-effective route. Whether it is Tmall or Taobao, consumers are all mid- and low-end.

Second, you must register first as long as there are activities in the background. Everyone will pay attention to the copywriting data of the page, etc. You also need to pay attention to the file size of the picture. Each customer can only wait for the picture to open for up to 30 seconds, so try to compress the image size and reduce the waiting time. The decoration of the mobile phone should also be exquisite and the font size should be appropriately enlarged. You also need to pay attention to the page reviews, bad remarks will affect our sales. If you invest 10,000 yuan on a normal basis, you can get a return of 30,000 yuan on a normal basis, and if you invest 10,000 yuan during the event, you can get a return of 60,000 yuan. Once an event is done, you will have an advantage in the future.

When doing sales, you must do a good job in recommending customer service and related products.

In terms of customer service preparation, we will provide different training for customer service for different activities. Set corresponding goals for customer service and motivate the team. Personalized signature Wangwang automatically reply, and use the resources you can use to quickly achieve your goals. These seemingly insignificant things are also our resources, and we must organize them and use them reasonably.

Recommend some related products, how to use reasonable words to make customers buy more things. You also need to do some movements before the event ends. In fact, the last thirty minutes are also very important, and there is some residual value after the event ends. We have two purposes for Juhuasuan.

The first is to sell goods. I have to pursue a single output, but this will get worse and worse. Traditional big brands occupy the market and they will participate in the event at any cost;

The second is to ignite a single product through Juhuasuan and then ignite a store. It is fine if Juhuasuan loses money, but it will bring traffic to the store, and it will bring sales to the next hot product.

2. Four directions of branding

We are now doing a branding and put forward four directions.

The first is branding.

The second is the standardization of the financial system.

The third is the scientific internal control process.

The fourth comprehensive improvement.

3. Employees are looking at them , but the boss is not good at the execution ability.

No matter what you do, it is actually composed of many trivial details. I always think that it is the boss’s responsibility to not have strong execution. Have your target instructions been clearly issued? If you say 100 points, you will execute 80 points and 60 points, so you will not be able to execute. We must have clear goals with our employees in order to reach an agreement. I often ask the other party to repeat what I said to see if it is the same as what I am thinking.

Having goals is not enough, there must be methods. You can let the operator write all the plans or hold a meeting to summarize how the methods can achieve the goals. We subdivided the big goals into how much money to buy traffic, what platform to use, determine how to make up for the conversion goals, and do it one by one, and we can achieve our goals. These goals must be feasible. Employees are eyeing it, and they only do what the boss values. Checking and following up is important.

Rewards and punishments are the most important point. Setting up a reasonable reward and punishment mechanism. It is clear how much money all employees in my company can get and how much things they have to do. All wages are open and transparent, and the more they work, the more they earn. A reasonable reward and punishment mechanism is important to let employees know why they need to work.

Without accumulating small steps, you can reach a thousand miles; without accumulating small streams, you can form rivers and seas. Elementary school students understand, but how many people can do it. Faith is powerless . I thought that only those who have faith will succeed because his next sentence makes sense, and the degree of belief is powerful . Be linked to every detail, you can succeed by paying attention to the details of every detail, the speed of customer service reply, Wangwang signature, font size, and picture size.

4. Q&A session:

Men's 1:

Some after-sales issues, such as how to deal with old customers’ responses.

A Bin:

I have no experience in this regard, because my customer will not come again within five years after buying things. If the customer response rate is too high, we will be very unhappy because he has not completed the shopping once. I have done something. I gave my customer service three picture albums. The three picture albums represent three brands. I asked them to analyze which brand's quality would be better through the quality of the picture album. Everyone is very consistent. This shows that we cannot pursue brand awareness in many cases, but we pursue brand reputation, which makes everyone feel that our products are very reliable.

Men's 1:

Can you tell me about the reward and punishment system just now?

A Bin:

You can come to me after you know, so I won’t talk about the duration.

Men 2;

When your peers compete viciously, customers make unreasonable troubles, they will return the goods for seven days if they buy something and give a bad review. What will you do when facing such a problem?

A Bin:

I have someone I admire very much once said to me, " The general is rushing to the road, not paying attention to the little rabbit ." What is the purpose of our Taobao business? It is to increase sales and allow the company to exist better. So should we worry about it or spend our time improving product quality? If you spend a lot of time dealing with disputes, you will not benefit. Don't disrupt your work because of small interference.

Men's 3:

When I decide the direction, if I pursue speed, I have to consider the issue of funds. If we use our original accumulation speed, it will be very slow. If there is a third-party fund, it will be very fast. Do you have any experience in how to deal with this problem?

A Bin:

I started thinking about how we will operate in the future and whether we can take a path to branding. After a long time, I feel that so many people in this field have failed and failed. How can I succeed? At this stage, I am not pursuing brand popularity too much, and I will make customers feel that my brand is designed with brand philosophy. Selling good products as the main line, and I must also do the details I should do well.

As long as the project is reliable, there will be investors willing to do so.

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