How to operate Taobao stores?

We are now in the era of the Internet. The development of the Internet is very fast, which brings us a lot of convenience. There must be a reason for the rapid rise of the Internet. Let's take Taobao online shopping platform as an example. It can help us to get rid of the traditional shopping mode and buy all kinds of goods online without leaving home, so this mode is very optimistic by merchants. A large number of merchants are naturally competitive, but How to operate Taobao stores on behalf of

means that shopkeepers (bazaars and shopping malls) hand over the sales, customer service, decoration, optimization, through train, marketing planning and other aspects of the stores to Taobao Company for management, and after the professional of the operating company conducts the qualification examination of the stores, they adopt marketing methods suitable for the stores and products without violating Taobao rules, so as to effectively improve the store flow, conversion rate and comprehensive competitiveness of the platform. The contents of the service generally include: 1. Building an online sales platform, market research/operation planning: determine the brand positioning of online sales in combination with the situation of brands and online consumers, and formulate a three-stage plan. Project team formation: Net camp establishes a complete project team for each customer and helps enterprises to cultivate their own teams. Stationing platform: provide one-stop service for stationing in Taobao and other high-traffic e-commerce platforms. Shop design and decoration: determine the design style according to the brand positioning, and provide professional web design. Product distribution on shelves: upload the product information to the online sales platform according to a certain template. Online shop management norms: establish online shop regulations and standardize management

2. Brand marketing and promotion soft text implantation: blog, forum and SNS soft advertisement implantation. Brand theme activity planning: regularly launch theme activities and regularly participate in Taobao's fixed marketing activities. Marketing tool application: Taobao 123show, taobao guest, video and other promotional tools. Circle marketing: the establishment of SNS community in shops, such as the independent site of interaction between shops and consumers (Taojianghu), the construction and maintenance of product gangs, etc. SEM and SEO optimization: improve the click-through rate and conversion rate of stores; The store regularly promotes outside the station. Advertising: advertising plan and effect tracking feedback to maximize the benefits of resources, and assist enterprises to promote the use of marketing tools such as clean out treasure to train. Customer management: customer relationship management team and return visit mechanism. Channel control: network brand image maintenance, rectification of network infringement and piracy

3. Positioning of product shooting and art service shooting: professional visual merchandising team provides suggestions and confirms style requirements with customers. Shooting planning: shooting mode selection, model selection, makeup and collocation, scene selection and creative conception. Official shooting: professional models can be shot in interior and exterior, tiled shooting and other forms, and there is a high-profile studio in Hangzhou and Beijing respectively. Post-image processing: color, proportion and structure adjustment; The finishing touch of the page, adding design elements

4. Analysis of online store operation service data: statistical analysis of online sales data of industries, brands and stores. Sales support: sales team formation, accurate sales based on data support and improvement feedback. Software support: online shop data is connected with the company's order and inventory system to realize synchronous management and distribution platform construction: distributors are recruited and contacted, and distribution channels are rolled out. Logistics support: provide logistics interface and provide training for customer logistics department. Store management software: use store management software for daily store operation and monitoring

5. Deep strategy report of e-commerce. Overall scheme of enterprise e-commerce: tailor a set of e-commerce solutions from platform construction to brand promotion for customers, and choose the best channel integration. Independent B2C platform construction: An independent B2C platform with independent domain name based on the underlying data of Taobao, with transaction and payment functions. Network promotion strategy consultation: overall brand promotion scheme formulation and budget consultation. Network specification counseling: there are many rules to be learned on the network platform to ensure the normal operation of the store. Online camp will provide senior platform operation standard counseling services. Team training of client company: help customers cultivate internal teams to enhance their own e-commerce capabilities. How to operate Taobao Store by itself

The first step of Taobao operation is to formulate the overall project strategic planning. As the old saying goes, "everything is established in advance, and it will be abolished if it is not predicted". Before officially entering Taobao, we must make plans, analyze the market, competitors, target consumers and gain insight into the strengths and weaknesses of our brands, products and enterprises. Taobao provides many data analysis tools, which can easily analyze various data, such as the total size of the industry, hot-selling products, competitor sales forecasts and so on. By analyzing these data and combining their own product advantages, we can establish the direction, clear our thinking, define the positioning, and formulate the sales target, Taobao development stage and development steps, and determine the team formation at the stage. After that, a specific operation schedule table is formed. All the following work is carried out according to the strategic blueprint. Of course, in the specific operation process, it may be necessary to continuously optimize and adjust the original plan and objectives according to the actual situation. In my opinion, only by doing a good job of analysis, formulating strategies and specific implementation plans can we work together in a targeted manner and maximize the value of resource integration.

the second step of Taobao operation is to form an operation team. after the strategic planning of the overall project is completed, the first thing is to organize resources, such as people, finance, materials and so on. One of the biggest problems is team building. Talents are the core of Taobao operation, and all work plans need to be carried out by people. Team formation can be large or small according to the strategic sales target and investment, and it should be gradually adjusted in the specific operation process. A complete Taobao e-commerce team consists of at least the following positions: project supervisor, copywriter planning, commodity operation, Taobao promotion, art designer, customer service and other personnel. Among them, if circumstances permit, copywriting planning can also be decomposed into product copywriting and communication copywriting, while commodity operation is mainly product analysis and planning, promotion activities organization, etc. Taobao promotion specializes in the use and promotion of various Taobao tools such as through trains, and art designers are shop decoration, product baby page design, activity page design, etc. Customer service must be people who know product knowledge, strong sales ability, fast typing speed and understand Taobao culture. To form a team, it is necessary to define the post, clarify the post responsibilities and division of labor, and then recruit through various forms. After people come, they need training, management and assessment. Of course, in fact, a person can also do Taobao, just need to finish all the positions at the same time, that's a super awesome person to be a major. Warehouse logistics belongs to the establishment of supply chain system, which is not elaborated here. Supply chain management is the core competitiveness of an e-commerce company with a large scale of online retailing.

the third step of Taobao operation: plan and decorate the store, get a good name, do a good job in the preliminary work of the application for moving in, and officially start planning and decorating the store after approval. Of course, because the audit work of Taobao Mall sometimes takes a little longer, most of them are carried out simultaneously. After registration, they are directly uploaded for decoration. Taobao shop planning is actually not complicated, especially the module program has been determined, just need to determine the content is OK. However, in fact, the decoration planning of a store is not so simple. It is necessary to analyze the advantages and characteristics of a large number of competitors' stores and their own brands beforehand, and then combine the target audience and some post-operation ideas to carry out column planning. For example, many Taobao stores pay attention to interactive communication, and will add some columns of gangs and communities, while those who pay great attention to brand history and personality will generally have columns of brand traceability. At the same time, product classification is also a very important topic. How to classify can make consumers' shopping experience better requires repeated tests and considerations before reaching a conclusion. After planning, it is the implementation of art design. From store signs, store logos, home pages to product display page templates, and then to personalized design of column brand pages, it must be visually expressed in the style planned by the store. Taobao design has a special requirement: lively but not messy, shopping atmosphere, and clear and orderly.

the fourth step of Taobao operation: planning packaging products should be the key to operation. There are many factors that affect the conversion rate of a store, but the product is definitely the most important element. Product planning contains a wide range of contents. The first is the product line and product combination planning. There is a "star, Taurus, thin dog," in the marketing textbook. Product four-image matrix combination planning. By the same token, to do Taobao, we must determine the drainage products, blocking products, profit products and follow-up products, which are combined with product pricing to form a complete product width and product portfolio, and realize the balance and unity of hot selling and profit. For many traditional enterprises, there is still an important problem, that is, how to solve the conflict between online and offline product channels. The second part of product planning is the planning and implementation of product baby page. How to show that products are the most marketable, how to take pictures of products that can impress consumers the most, and how to write product sales copy to sell well? Is the product copy mainly based on rational exposition or emotional impression? What are our advantages over our competitors? How to stand out? These problems need to be analyzed and planned in order to be done initially.

step 5 of Taobao operation: commodity promotion operation. In fact, commodity promotion operation and product planning complement each other, and together with the next promotion operation, they form the core of daily operation. The promotion of goods in Taobao shops can be divided into three categories: first, participating in various promotional activities of Taobao; Second, plan and create various theme activities in your own store; Third, use related sales, cross-selling and other means to realize the vividness of goods, enhance user stickiness and increase customer unit price. These three kinds of promotional activities are interrelated, and there are many forms below. These means can be used in combination to create explosive products and achieve sales leap. Remind everyone that promotion is only a means to increase sales. However, at present, many Taobao shops are caught in a strange circle of no promotion and no sales, but only sales with promotion, mainly because shops and brands lack unique selling points and differentiation, no personality, no attractive uniqueness, no premium ability of brands and no fans.

step 6 of Taobao operation: promote the operation of Taobao stores. In fact, the promotion and operation are integrated with the promotion. Taobao has gathered a lot of accurate purchase traffic for sellers, as long as it turns these traffic into customers. Taobao platform provides many promotion tools and ways. For example, the most commonly used through train for small and medium sellers, and the advertising used by big sellers, in addition, Taobao's commodity search ranking and store search ranking can bring huge and accurate customers, which requires careful study of the rules of Taobao's search ranking, and then targeted optimization. The use of taobao guest, according to the sales sharing model, provides a way for Taobao shop sellers to promote online distribution, and the SNS community promotion of Amoy Sharing is also a huge free promotion form. See the figure below for details. It should be noted that I always think that the promotion and operation of Taobao stores must focus on the traffic in Taobao stations, and the promotion accuracy outside stations is not enough, and the conversion efficiency is low.

the seventh step of Taobao operation: customer service sales. customer service sales is the key link to realize sales, and it has a core position. In customer service sales, it is necessary to standardize and systematize the work from the aspects of job skills, business knowledge, network culture, daily management and training, so as to realize the process and replication of sales customer service system. The eighth step of Taobao's operation: data analysis will be illusory, but data mining and analysis are the most obvious differences between e-commerce and traditional offline commerce. The data of e-commerce is accurate and real-time. Almost all strategic planning and operation planning need to be supported by specific data, and data analysis is only a means. The purpose is to find problems and opportunities through data analysis, formulate strategies, improve promotion effects, and improve the conversion rate of stores, so as to enhance the ROI of the whole store and maximize corporate profits. What are the platforms for Taobao promotion

1. taobao guest promotion: At present, this method is more reliable, because it is a business that is promoted first and then paid. For example, Niudan, a well-known high-flow platform, is free to show and click, and the Taobao commission is paid only after the transaction is completed. This promotion method is widely used at present.

2. Gift promotion: Xiao Bian thinks this is also a good promotion method. When buying goods, he gives small gifts when reaching a certain amount. Many people like "giving" things. Although the gifts themselves are not valuable, they will satisfy many people's "vanity" and they will feel that they have earned it, so gift promotion is a good choice.

3. Taobao community promotion: As online shopping is still popular, many Taobao communities have sprung up. Both buyers and sellers like to soak in the community. Buyers want to find what they need, while sellers promote their own products here. Everyone may become your potential customers, but some community rules should be paid attention to when promoting.

4. Forum promotion: The forum is also the most widely used and popular place at present. For example, Tianya Forum is known as the largest exchange community for Chinese, and its large number and popularity can be seen. Of course, there are many forums with high popularity. It is appropriate to be a promotion place here. Of course, advertisements and water stickers are forbidden in forums like Tianya, so we should be skillful in posting and sign the forum can also play a promotion role.

5. QQ group promotion: QQ, as the most commonly used chat tool, is naturally a rare promotion tool. We can join some exchange groups of Taobao buyers or sellers to promote our products through chatting. Of course, don't overdo it, so it is likely to be kicked out of the group by the group owner.

6. Blog promotion: Nowadays, blog marketing is relatively popular. For example, well-known bloggers such as Han Han, who are widely known to us, all have links to online stores. If you can start a blog, hang a link to an online store in your blog, and the traffic will increase.

7. Through-train promotion: This is the most direct promotion method to increase store traffic. You only need to choose the baby that you think is more advantageous and competitive, and then hang up the through train. Because this is paid promotion and there is no guarantee that there will be a transaction, you are very particular about the choice of baby, price control, hanging channels and methods, etc. This kind of money-burning, so you must pay attention to the precautions.