What is the main job of Alibaba operations?

1. Positioning

1. Before opening a store, you need to consider three questions: What products do you have? Who are you selling to? What are your strengths?

2. Opening a store is ultimately about competition. You can succeed if you have the strength to compete with your peers. For example, if you are a well-known brand owner, you have high-quality supply at very low cost, you have many loyal fans, you have exclusive resources that your peers cannot copy, you have very strong strength to compete with peers on price, etc., etc. It may help you run a store more quickly and successfully. If not, please see the next item.

3. If you don’t have the above advantages, you can also open a store that is not bad at all. The most important thing at this time is to choose relatively high-quality products, sell them at relatively low prices, provide relatively unique services, and frequently interact with customers.

4. What type of store do you want to open? Flagship store? Specialty store? Or C store? It can be said that each type of store has its own advantages and can be successful. It mainly depends 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-famous brands with unique advantages are suitable for opening Taobao corporate stores or Taobao C stores, etc. After a well-known brand, Tmall will invite you to open a flagship store;

3) The offline wholesale market is suitable for opening a specialty store or specialty store;

4) If there are no advantages, I advise you not to Open a store.

5. You need to understand your category. At the beginning, it is best to choose a category that you are familiar with, choose familiar consumers, and choose familiar products, so that you can sell the product more easily. If you don’t understand these, please learn more about them first.

6. You need to be the first customer in your store. Just imagine, if the products you sell in your store don’t attract you to buy them yourself, what reason do you have to attract other customers to buy them? So, before opening a store, find out some reasons that attract you to buy. This way, you can attract other customers to buy your products.

7. Your store must have a story. Nowadays, stores are highly homogenized. If a customer faces several stores with the same products and the same prices, it will be difficult for him to attract him to buy from your store. If you are a store with a story, you can bring customers closer to you. When customers are having trouble making a decision, your story will help them decide where to buy. What is a store with a story?

1) For example, I am the founder of Hanmeng E-commerce. I share my e-commerce operation experience and the stories of my circle members. Will opening a store selling carton tape and other e-commerce peripheral products be popular?

2) For example, if you are a person who loves to travel, you can often share your travel notes with customers. Will selling outdoor sports equipment be popular?

3) For example, if you like makeup, you can record some makeup videos and share them with customers. Will it be popular to sell cosmetics from major brands? In fact, everyone is unique and has their own strengths, and you can definitely share a unique story with your customers.

2. Customers

1. Don’t regard all consumers as your customers when you first open a store. No store can sell products to everyone.

1) When opening a store, try to segment and subdivide customers as much as possible. Research the biggest needs of the segmented customers you know best, and sell products and services that are most suitable for them. Good to them.

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 based on their needs. In this way, your store will become bigger and bigger.

2. Frequent interaction with customers can help you a lot. The easiest way is to build a regular customer base.

1) When you launch a new product, you might as well investigate in the group which product old customers like the most. This will help you quickly determine which product is likely to be sold.

2) When one of your best-selling products suddenly becomes unsaleable, you can investigate in the group the reasons why old customers have not purchased recently, so that you can make correct adjustments. In fact, there are more benefits to interacting with customers, and I look forward to your discovery.

3. When doing anything, treat yourself as the first customer.

1) If you consider how the store operates from the perspective of customers, you will avoid many low-level mistakes.

2) When you are making a page, you will think about what pictures and text customers most want to see, and you will also think about what factors are most likely to attract customers to buy.

4. When doing anything, you must forget that you are a customer. After you do something according to the above, don't think of yourself as a customer, but see how the customer will react. For example, if you change a product window image, you can observe whether the click-through rate of actual customers is higher or lower; if you change the content of the product introduction, you can observe whether the conversion rate of actual customers is higher or lower.

3. Products

1. Products must consider profit margins.

1) Don’t easily sell products with low profit margins, otherwise you will be overwhelmed by other costs. Only with profits can you survive and develop.

2) Products with high profit margins do not necessarily fail to sell well. Almost any well-known high-end brand has high profit margins and is also very popular.

2. The first factor that determines profit margin is value, not cost. For example, the cost of Apple mobile phones is not much different from the cost of Xiaomi mobile phones, but the profit margin of Apple mobile phones is several times that of Xiaomi mobile phones. So where does the value of Apple’s mobile phone lie?

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, they are all very good.

3) Have face. Using an Apple phone looks more respectable than using other phones. Because for most people, face is also a value.

3. The second factor that determines profit margins is attractiveness. Products with higher appeal are easier to sell at higher prices, and products with lower appeal are more difficult to sell at higher prices. How to increase attractiveness?

1) Improve quality;

2) Add functions;

3) Improve service;

4) Provide gifts;

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5) Increase brand awareness.

4. The third factor that determines profit margin is cost. The higher the cost, the lower the profit margin, and the lower the cost, the higher the profit margin. Methods to reduce costs include:

1) Find more upstream sources of supply;

2) Purchase goods in large quantities;

3) Use part-time employees for some jobs, such as Design;

4) Living in the incubator can save rent.

5. The fourth factor that determines profit margins is competition. Products with greater competition are more likely to have price wars resulting in low profit margins, while products with less competition are more likely to have high profit margins. It is difficult to avoid competition in the e-commerce industry. Please see the following chapters for how to deal with competition.

6. To operate a store, you must have multiple popular models. Popular models are an expression of product competitiveness and a store's operational capabilities. How to create a hit product:

1) Understand the needs of the customer base;

2) Increase the value of the product;

3) Improve the attractiveness of the page; < /p>

4) Optimize the title of the product;

5) Make an appropriate amount of orders and optimize the evaluation;

6) Notify old customers to purchase through the CRM system or diamond exhibition;

7) Bring a certain amount of accurate traffic through through trains, diamond exhibitions, etc.;

8) Increase sales of popular products through in-store association recommendations;

9) Improve keyword rankings to increase more natural traffic;

10) Sign up for high-quality activities such as Juhuasuan to bring more sales;

11) Analyze traffic sources and improve Traffic sources with high conversion rates;

12) Maintain slightly higher traffic and sales than peers in the long term in order to create long-term hits.

13) Create more hot items in the same way and conduct related sales.

7. When the store scale becomes larger, the product categories should be expanded, which can quickly increase the customer unit price and repurchase rate.

For example: the store did not have much traffic at the beginning, but after a long period of hard work, a pair of pants became a hit. At this time, thousands or even tens of thousands of people may enter the store every day; when there are more people, the demand will naturally increase. At this time, there will be If some people need sweaters, you can add sweaters, and if some people need shoes, you can add shoes; there are more and more products, and one hot model drives the sales of many other products; the more sales, the more demand, and it can be expanded. The more categories there are; over time, your store may also sell cosmetics, snacks, etc. But remember, don’t blindly expand categories when traffic is low, because it is difficult to achieve the human, material, and financial resources at this time, and it will be counterproductive. 4. Operation

1. The first core of operation is conversion rate. Methods to improve the conversion rate include:

1) Improve the attractiveness of the product, which can be considered from aspects such as product pricing, page description, gifts, added value, etc.;

2) Improve the appeal of the page Aesthetics;

3) Increase product sales and avoid products with 0 sales;

4) Increase the quantity and quality of positive reviews and reduce negative reviews;

< p>5) Attract accurate traffic;

6) Interact more with customers;

7) Improve customer service’s chat skills.

2. There is a little trick to help customers develop the habit of visiting the store: fix one day a week as membership day, and buy X and get X for a certain product on that day. The benefits of doing this are:

1) Let loyal customers develop the habit of frequent visits to the store;

2) It is easier to create popular items and drive traffic to the entire store;

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3) Deal with slow-moving goods or clear inventory.

3. The more accurate the traffic your store attracts, the better. Methods that can make traffic more accurate include:

1) Determine store and product positioning, and focus on promoting accurate potential customers. For example, if you sell high-end products, try to target customers with high consumption levels during promotion. publicity to the crowd.

2) Analyze the traffic map of the business consultant to find out which traffic sources have high conversion rates, and increase the traffic with high conversion rates while reducing the traffic with low conversion rates.

4. Operation rhythm. The closer the relationship between store activities and promotion, the better. For example: first, test the product through old customers or diamond exhibitions to find a product with a relatively high click-through rate and conversion rate; then generate some basic sales and high-quality reviews through brushing orders; then carry out promotions for old customers, and as the sales increase Increase participation in Juhuasuan, daily specials, Taobao and other activities, and conduct paid promotion at the same time; then occupy a better position in natural ranking and sales ranking, and introduce more free traffic; finally maintain sales through paid promotion, activities and other methods Continue to occupy a relatively good position in natural rankings and sales rankings, becoming a long-term hit.

5. The second core of operation is traffic. Methods to increase traffic are:

1) Paid promotion is the most direct source of traffic. Increase the intensity of paid promotion as much as possible within the controllable range of ROI. How much traffic does paid promotion bring to natural search under normal circumstances? How much traffic will it bring;

2) Participating in activities can bring more free traffic to the store, but you need to pay attention to participating in more high-quality activities and less in low-quality activities to avoid bringing low-quality traffic to the store. And caused negative reviews and low DSR scores.

3) The most critical thing to improve natural search traffic is keyword competition. The main factors that affect keyword competition are product sales, DSR dynamic scores, and praise rates. If these three points are done well, natural traffic will not increase. It will be bad.

6. The core of improving store DSR dynamic score and praise rate is to improve customer satisfaction. The ways to improve are:

1) Product quality is acceptable;

2) Delivery speed is acceptable;

3) Shopping experience is good;

< p>4) Customer service responds promptly and has a good attitude;

5) After-sales issues are handled properly;

6) The gifts are numerous or so good that they surprise customers;

7. Always pay attention to customer reviews, because many problems can be seen from customer averages, such as product problems, logistics problems, customer service problems, etc. Making reasonable adjustments to address these issues can improve customer satisfaction.

If you really want to develop in this area, the first thing you need to input is these: four two nine, the next thing that catches your eyes is: two eight two, and the last group that appears is : Three hundred and eighty-one.

Piecing it together in order, we will share this knowledge here every day, and you will find out what it means to be a great person, what it means to be a loser, and what it means to be a frog in the well.

5. Promotion

1. The core of promotion is click-through rate. Why should you increase the click-through rate of paid promotions?

1) The higher the click-through rate, the higher the demand and the greater the likelihood of final purchase;

2) The higher the click-through rate, the higher the quality score. The higher the click rate, the lower the click unit price;

3) The higher the click rate of the diamond exhibition, the lower the click unit price.

2. How to increase the click-through rate?

1) Think of yourself as a real customer, imagine what elements are most attractive to customers? Is it quality, price, brand or something else?

2) Refine the elements that attract customers into pictures and copywriting, conduct horizontal tests, and finally select promotional materials with high click-through rates.

3) During the sales process, more elements that attract customers will appear through customer service chats and customer comments after shopping. Use the same method to conduct horizontal testing to select promotional materials with high click-through rates.

4) Observe the click-through rates of different plans during the promotion process, and then increase the bid and budget of the plan with a higher click-through rate, while reducing the bid and budget of the plan with a lower click-through rate, so that the overall Improve click-through rates.

3. The higher the value of store visitors, the better. How to improve visitor value?

1) Increase the unit price;

2) Increase the conversion rate;

3) Increase the repurchase rate.

4. The lower the store visitor cost, the better. How to reduce visitor costs?

1) Increase free traffic;

2) Increase the click-through rate of paid promotions;

3) Reduce the click unit price of paid promotions.

5. What should I do if the traffic cost becomes more and more expensive? The answer is:

1) Expand product categories and increase unit price based on existing products;

2) Increase conversion rate by adding gift boxes, gifts or added value;

3) Increase the repurchase rate through maintaining old customers.

VI. Customer service

1. Customer service’s response speed, typing speed, familiarity with the product, etc. are the most basic skills that customer service must master. If you have not mastered these skills, please spend some time first. Take the time to do your homework and you can avoid some basic problems.

2. The core responsibility of customer service is to guide customers to place orders, follow up on after-sales issues, handle negative reviews, etc. Qualified stores can arrange dedicated personnel to follow up on after-sales issues and handle negative reviews. A few points that after-sales customer service needs to pay attention to:

1) Work begins from the moment the customer takes the photo. Observe whether the customer has left a message or has any special requirements for delivery. Make reasonable requirements as much as possible. Satisfaction, this is the first step to improve customer satisfaction. If a problem occurs, it will be too late to recover;

2) Remind the warehouse to ship the goods as soon as possible, and follow up on abnormal logistics orders and problems in a timely manner Contact the logistics company as soon as possible to solve the problem, and promptly notify the customer to pay attention and apologize;

3) If the customer has any problems after receiving the goods and feedback to the customer service, he must follow up in time and help the customer solve the problem as soon as possible. If it is due to the product or If a customer suffers a loss due to logistics reasons, a satisfactory solution and compensation plan should be provided to the customer as soon as possible. The only purpose at this time is to satisfy the customer. By doing these things, the DSR score of a store will basically be higher than that of its peers, and there will be fewer negative reviews.

3. After achieving the above points, there may still be some negative reviews, because it is difficult to avoid negative reviews, so it is recommended to order a software that reminds you of negative reviews, so that you can get them right in the first place. The time is reminded, and the communication efficiency of contacting customers at this time is the highest. When communicating with customers, you should understand clearly why the customer gave a negative review, and try to compensate them as much as possible to satisfy them. Then it will be much easier to ask the customer to modify the negative review. According to my experience, direct cash back is the most effective solution. Customers can be given a reasonable amount of compensation initially. If the customer is still dissatisfied, the amount of compensation can be increased. For most customers, they will basically help correct negative reviews after providing reasonable compensation.

4. However, there may still be individual buyers who are unwilling to modify their evaluations no matter how you explain and compensate them.

What should we do at this time? At this time, you can only reply to the customer, but you must pay attention to the skills of replying. There is no need to argue with the customer or explain too much when replying. Instead, you should think about what other customers will think after reading this review. What kind of comments from other customers will increase their good impression of the store? Responding to comments based on this idea may even yield unexpected results. For example, reply like this: We were very shocked after seeing your comment above, because we have always been committed to allowing every customer to buy satisfactory products. Even if they are a little dissatisfied, we feel sorry for so many friends who trust us. them. If you feel a little dissatisfied with this purchase, please send the product back. We promise that we will reissue it to you immediately and give you some small gifts as compensation. At the same time, we will bear the return postage, so you will not suffer any losses, because satisfying all customers is our constant pursuit. We apologize for any inconvenience caused to you!

7. Competition

1. How does the store respond to competition from its peers? The answer is: improve your store’s profit margin, click-through rate, and conversion rate. The reasons are as follows:

1) Increasing profit margins can allow your store to earn a little more than its peers for every order.

2) Increasing the click-through rate can allow your store to get more visitors at a lower cost.

3) Improving the conversion rate can allow more visitors to your store to become customers.

2. Improving the visitor value of your store can also improve your competitiveness. Because the greater the competition, the higher the cost of acquiring visitors will be. You cannot change this. But for all stores, the cost of acquiring visitors will not differ too much, but if a visitor comes to your store, it can generate more If other stores have more sales, then under the same traffic cost, your store will have higher sales and higher profits. How to improve the visitor value of the store?

1) Improve the attractiveness of the product, thereby increasing the conversion rate, allowing more visitors to become your customers;

2) Expand product categories around customer needs, and make Do a good job in related sales and increase the unit price per customer;

3) Grasp the customer's shopping frequency and activity rhythm, and contact consumers through CRM systems, diamond exhibitions, WeChat and other channels in a timely manner to increase the repurchase rate. If you do these things well, your visitor value will be greatly improved and your competitiveness will naturally be stronger.

3. In any industry, most of the profits belong to the first in the industry, and those behind can only get some soup. So how do you become number one in the industry? The answer is: subvert existing industries or cultivate a niche industry.

1) It is difficult to subvert an industry, but every industry is constantly being subverted. For example, Nokia was so powerful back then, but it was overturned by Apple's mobile phone, so Apple's mobile phone became the number one in the industry. Subverting an industry requires a full understanding of the industry's customer needs and then providing better solutions.

2) If you cannot directly subvert an industry in the short term, you can segment your customers and only provide better solutions for a certain type of segmented people to become the No. 1 player in this segmented industry. One person. When customers in this niche industry are very satisfied, they can expand to a wider group of people.

8. Data Analysis

1. 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.

2. "Payment conversion rate" is the core data of a store. Without conversion rate, everything else is out of the question. 1) The "payment conversion rate" is greater than the "average of peers and peers". The "payment conversion rate" shows that the more popular your product is, the higher the visitor value will be;

2) The store's "payment conversion rate" " is determined by the "payment conversion rate" of specific products. If you want to improve the "payment conversion rate" of a store, you should first increase the "payment conversion rate" of specific products.

3) When the "payment conversion rate" of a product increases, it means that the attractiveness of the product has increased. At this time, more traffic should be given to generate more sales, and the "payment conversion rate" should be analyzed. Whether the reasons for the increase in "conversion rate" can be applied to other products;

4) When the "payment conversion rate" of a product decreases, the reasons for the decrease should be analyzed, and corresponding adjustments should be made to observe whether You can improve the "payment conversion rate" of this product. If it still cannot be improved after a lot of efforts, you can reduce the traffic of this product and guide the traffic to products with a higher "payment conversion rate".

3. First increase the "payment conversion rate" and then the "number of visitors", which will get twice the result with half the effort. The most important thing to analyze the "number of visitors" is to analyze the "traffic source", analyze the "number" and "payment conversion rate" of different traffic sources, find out the traffic source with a higher "payment conversion rate" and find ways to improve it. Not only can it improve The “number of visitors” can also increase the overall “payment conversion rate”.

4. The improvement of "unit price per customer" mainly depends on the unit price of goods and related sales.

1) Under the same traffic, try to direct traffic to products with "high unit price" and "high conversion rate", and reduce the traffic of products with "low unit price" and "low conversion rate". This can directly increase sales and customer unit price.

2) Optimize the product introduction, marketing activities, free gift rules, customer service skills, etc., and try to attract customers to buy more products based on customer needs. The more you buy, the higher the unit price.

5. "DSR Dynamic Rating" is an indicator that feedbacks product satisfaction, logistics satisfaction, and customer service satisfaction. This is data that feedbacks customer satisfaction.

1) Although there are three scoring indicators, they are not independent. Improving any one indicator can promote the improvement of three scores, because when customers are dissatisfied with a certain aspect, the other scores will not be increased.

2) Product quality, logistics speed, and customer service are the most basic requirements. If you do these three things well, the "DSR Dynamic Rating" will generally not be too bad.

3) Giving customers additional gifts and surprises can improve customer satisfaction, thereby increasing the "DSR dynamic score".

4) For large stores, if there are a large number of pre-sale orders during major promotions such as Double 11, they can pre-ship the goods before paying the final payment. The specific method is to screen out cities with a large number of orders and place them in The goods are delivered to the city in advance before the customer pays the balance. When the customer pays the balance, the courier immediately delivers the goods to their door. With such a logistics speed, it is impossible for customers to be dissatisfied.

6. There is a lot of data related to stores, and due to space limitations, it is not possible to explain them one by one. When you encounter a piece of data, think about the nature of the data, and then think about how to optimize the data.

7. Finally, please note that sometimes the data is wrong. For example, the "payment conversion rate" of a pre-sale product is 0. How to determine the true conversion rate of the product at this time? The answer is to refer to the "order conversion rate" or directly manually count the number of pre-sale orders and divide it by the number of visitors. Other similar situations can be analyzed based on specific circumstances. The data seen in the backend of the store is only valid if it is in a reasonable scenario.