How to operate in JD.COM? COM？

I wrote this article because I have gone through a period of rectification, and with the help of various KA merchants' research, I have sorted out a set of things that I should do every day to run a shop. Nowadays, many JD.COM operators are confused about their work every day. I just summed up some experiences and lessons in my post and got some methodology. Truth develops in a spiral. Maybe it will be a little naive to look at yourself after a while. But at least I will look forward to me at that time and thank myself now.

One: What is JD.COM Operation?

Since I wrote the running work at that time, according to the train of thought, I have to define it first, but I don't know. Is "operation" a verb or a noun? Is it a post or a job function? I have seen too many operations, and everyone has a different description of "operation". Some people will use data indicators to say that operation is business demand, and some people say that operation is retail, but many companies also divide operation into marketing and planning, but I personally think that operation is UV management, but this is a big keyword. Experience is to concentrate on one thing with your heart and heart, but many people think that operation must be comprehensive, too big and too detailed. What could it be?

So the operation is to contact the controller directly. Students who do well in operation can basically talk to the company boss. If the operation is not good, you will be fired. Why can so many great shops be set up in a short time? Because they rely on professional operation, detailed operation, data operation and technical operation, all of which are the results of careful study by the brain.

Then what kind of person is suitable for surgery? In the stage of looking for scholars, I can probably describe several operations as the core (careful enough, patient, thoughtful, analytical and subjective). You can imagine. You can think about why there are so many bad operations.

Two: what should I do in operation?

2. 1 What did the search scholar do?

It is said that KA enterprises in JD.COM are doing well. I used to chat with my friends today. I think enterprises that don't rely on KA resources in JD.COM can survive better through search. Suddenly, he felt ... indeed, not all categories have resources, not all shops have them. JD.COM's system is constantly improving, and a good screening mechanism has been established. But I think search is the foundation of survival and promotion is long-term and stable. From the data analysis, search rules, search principles, anti-cheating, weight testing, competing products tracking and other aspects of research. I am also a process from ignorance to cognition. (After reading the above six articles, I paid attention to the "search rules" sent by the search scholar WeChat subscription number. ) Through the above methods, I can share a set of ideas.

2.2 My specific work content

I think the rules of any industry can't compare with a test and concentration. Only by focusing on one thing for a long time can you get the inevitable result, which is also the reason why many businesses can do great things. To sum up, my work includes these pieces. If I look at the work of a store operation?

Project 1: data analysis

Because I am in charge of an independent shop and have a lot of work, all data analysis and daily reports of data analysis are more important. The main data I analyzed are the daily report of the store, the UV fluctuation of the single product in the store, the transaction of the single product, the source entrance, the keyword conversion rate, the traffic growth degree, the analysis of the reasons and the further optimization of the above operation means. Through these data, we can make a table, and then all operators and bosses can see it more comfortably. Moreover, the growth of imported data is also obvious, and data analysis is very important. From which angles, what indicators are needed, and different indicators have different meanings for stores. There are many reasons behind this data. For these reasons, how can we improve and optimize? This requires a set of statistical tables and an effective analysis through a set of detailed tables. Data is the standard to evaluate the effect and an important means to assist decision-making. An operation that can't do data analysis is a blind operation. (Search for the store manager information registration form of the scholar to share with you. Pay attention to the search scholar's WeChat subscription number and send the text "Store Report" to download this form. )

Item 2: Loss Analysis

I think operation is to maximize UV. This is a process of maximizing ultraviolet rays. This is a sentence that I have always believed since 12 came into contact with e-commerce. It is very simple to buy traffic, but it is difficult to add value to traffic. To enhance the value, you need the ability of data analysis to graft. JD.COM data compass has an industry version-analysis of lost customers. This paper introduces in detail how many UVs you took in your store, how many UVs other stores took and how many products you bought. This is a data worthy of analysis.

Through the screenshot above, we can easily know the value of our visitors, which is basically something we must see every day. Through the value of visitors, I can judge whether my commodity transformation is too low and too high, and whether it is worth optimizing. I will pay attention to yesterday's loss analysis in this place every day. Customers will know how much the overall loss is through the overall report, and then make improvement plans.

Item 3: Search for Supplementary Orders

Search for the number of seats that pay attention to the comprehensive ranking. All this is the work that every operation needs to observe every day. The commodity flow of all stores, TOP 10, is the center of gravity of your source store flow. You need to analyze the source of TOP 10 commodity keywords and the ranking of keywords. This is an important part of your search ranking, so that your ranking of these keyword source traffic can be improved. If a replenishment plan is specified.

Item 4: Resource control

Activities and channels are both resource bits. JD.COM's operating resources are limited and there will be competition. Resource position needs certain KPI support and your courage to report KPI, so you must always pay attention to some places in the operation group and strive for resource position or channel activities at any time to increase sales. The key point is to know why I can't go up, what is my standard, and why his goods can go up to the resource level. This is your key research object. If you discuss these problems with the people in the group, you will certainly gain a lot. You can also come to Beijing and go to JD.COM headquarters to talk to the operators about the inclination of activity resources, the setting of KPI and whether it is necessary to plan.

Item 5: Communication.

Doing business often feels busy today, but it seems that nothing has been done. I spend a lot of time arguing. Oh, no, it is still under discussion. As a brand and a store, we should always keep in touch with your docking operation. If the communication is short, your resources are basically disconnected, so make this clear, and make clear the rules and bottom line of communication.

Item 6: Promotion.

What I want to say is that in the process of promoting JD.COM, I only pay attention to Express and the new smart push. I think these two tools can be studied by themselves and realized very well, so the operation needs to adjust the principle of express delivery every day. I think the rule of express train is (output = conversion rate * click rate). First of all, you just need to remember that increasing the click-through rate will improve ROI, so don't delete the plan indiscriminately. Optimization is the right way. Every day, the operation needs to optimize the planned bid, which is something that must be done every day.

Item 7: Data reporting

Operations need to report data. Whether your boss reports to you or not, you should let your superiors know what your store is like now. Many things are not done because there is no long-term communication and the boss suddenly needs help, which is difficult to accept. If your data report is detailed every day and your boss knows what you are doing, let him know that it is important to support you. What I hope is that it is very important to keep good communication all the time.

Item 8: Content Planning

As a copywriter, if you want to be a literary youth, you should be funny, ridicule, walk in the atmosphere of promotion, and occasionally write some shy dirty jokes. Content can be roughly divided into four types:

First, Banner, Push and SMS copywriting in the marketing direction focus on attracting users to click;

The second is: recommend shopping guide copy, dig deep into the characteristics of goods or service providers, and improve the promotion and transformation of content packaging;

Third, the content of the rules, the play of activities, relevant standards and the functional description of products need to be understood simply and directly by users;

The fourth is: scene-related soft articles, which arouse users' interest and stimulate users' needs through stories, paragraphs, topics and shopping scenes.

Three: those true feelings

I am a thoughtful person. I will never move until I clear my mind about anything, but in this "fast and unbreakable" culture, I have suffered a lot, but I naturally grew up. I have to think about it first, but don't dwell on my choice. If I really can't figure it out, I don't have to worry about it. Just do it first and give it a try. Maybe I'll have an idea.

Four: It doesn't depend on what you think, but on what you do.

In fact, everyone will have many interesting ideas, but if they are really realized, they will encounter many difficulties, or many people will simply not do it. When I first joined the company, I felt that hand-painting was particularly beautiful and wanted to do a special project. At that time, I was ridiculed for my poor taste, so I didn't do it. Later, a classmate did this, and the effect was amazing, which became the biggest project. So, think about it, it won't be yours if you don't do it!