Hangzhou Pinduoduo Agency Operation: 50 Tips for E-commerce Operation

50 e-commerce operation skills, super comprehensive!

E-commerce / electronic commerce

First, positioning

1. There are three questions to consider before opening a store: What products are there? Who are you selling it to? What are your strengths?

2. Opening a shop is competition in the final analysis. You can succeed if you have the strength to compete with your peers. For example, you are a well-known brand, you have low-cost high-quality goods, you have many loyal fans, you have exclusive resources that your peers can't copy, you have very strong strength to fight price wars with your peers, and so on, all of which may help you run a store faster and more successfully. If not, please see the next one.

If you don't have any of the above advantages, then you can honestly open a shop that is neither bad nor bad. At this time, the most important thing is to choose relatively high-quality products, sell them at relatively low prices, provide relatively unique services and interact with customers frequently.

4. What kind of store do you want to open? Flagship store? Specialty store? Or shop c? It can be said that each type of store has its own advantages and can be successful, mainly depending on which type your product is more suitable for. 1) Flagship stores with well-known brand resources are most suitable for opening platforms; 2) Non-well-known brands with unique advantages are suitable for enterprise stores with many products or C stores with many products. After becoming a well-known brand, the platform will invite you to open a flagship store; 3) The offline wholesale market is suitable for opening a specialty store or franchise store; 4) If there is no advantage, I advise you not to open a shop.

You should know your category. First of all, you'd better choose familiar categories, familiar consumers and familiar products, so that you can sell your products more easily. If you don't know this, please learn more about it first.

6. You need to be the first consumer in your store. Imagine, if the products sold in your store can't attract you to buy them yourself, what reason do you have to attract other customers to buy them? So before opening a shop, find some reasons to attract yourself to buy. In this way, you can attract other customers to buy your products.

7. Your store should have a story. Now the homogenization of shops is serious. It is difficult for a customer to attract him to buy in your store when facing several stores with the same product and the same price. If you are a shop with a story, you can bring customers closer to you. Your story will help customers feel where to buy when it is difficult to make a decision. What is a shop with a story?

Second, customers.

8. Don't treat all consumers as your customers when you first open a store. No store can sell its products to everyone. 1) When opening a store, segment customers as much as possible, study what the biggest needs of a group of segmented customers you know best, sell the products that suit them best, and serve them well. 2) When you have a certain customer base, you will find that these customers will have more needs, and then look for or develop new products according to their needs. So step by step, your store will get bigger and bigger.

9. Frequent interaction with customers can help you a lot. The easiest way is to establish an old customer QQ group. 1) When you buy a new product, you may wish to investigate which product the old customers in the group like best, which will help you quickly judge which product may be sold. When one of your best-selling products is suddenly unsalable, you can investigate the reasons why old customers don't buy it recently in the group, so that you can make correct adjustments. In fact, the benefits of interacting with customers are more, and I look forward to hurting your discovery.

10, treat yourself as the first customer in everything. 1) If you think about how the store operates with the customer's thinking, you will avoid many low-level mistakes. 2) When you make a page, you will think of what pictures and words customers want to see most, and what are the factors that attract customers to buy most.

1 1. When you do anything, you should forget that you are a customer. After you do something according to the above article, don't think of yourself as a customer, but see how the customer will react. For example, if you change a baby window map, you can observe whether the click rate of actual customers is high or low; You changed the content of the baby introduction, and the actual customer conversion rate is high or low.

Third, products.

12, the product should consider the profit rate. 1) Don't sell products with low profit margins easily, or you will be overwhelmed by other costs, and only when you have profits can you survive and develop. 2) Products with high profit margins are not necessarily unpopular. Almost any well-known high-end brand has a high profit margin and is very popular.

13, the first factor that determines the profit rate is value, not cost. For example, the cost of Apple mobile phone is not much different from that of Xiaomi mobile phone, but the profit rate of Apple mobile phone is several times that of Xiaomi mobile phone. So where is the value of Apple's mobile phone? 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, the sensitivity or the photo effect, it is very good. 3) have face. Apple mobile phone looks better than other mobile phones. Because for most people, face is also a kind of value.

14, the second factor that determines the profit rate is attractiveness. The more attractive the product, the easier it is to sell at a high price, and the less attractive the product, the harder it is to sell at a high price. How to improve attractiveness? 1) improve the quality; 2) Add functions; 3) improve service; 4) provide gifts; 5) Improve brand awareness.

15, the third factor that determines the profit rate is cost. The higher the cost, the lower the profit rate, the lower the cost and the higher the profit rate. The ways to reduce the cost are: 1) looking for more upstream sources; 2) Large quantities of goods; 3) Part-time employees are used for some jobs, such as design; 4) Living in an incubator can save rent.

16, the fourth factor that determines the profit rate is competition. The more competitive the product, the more likely it is to have a price war, resulting in a low profit rate, and the less competitive the product, the more likely it is to have a high profit rate. It is difficult for the e-commerce industry to avoid competition. See the next chapter on how to deal with competition.

17. To run a store, there must be multiple explosions. Explosion is the performance of product competitiveness and the performance of store operation ability. How to create an explosion: 1) Understand the needs of the customer base; 2) improve the value of products; 3) Improve the attractiveness of the page; 4) optimize the baby title; 5) Brush an appropriate amount to optimize the evaluation; 6) Inform old customers to buy through CRM system or drilling exhibition; 7) Bring certain accurate flow through through train and drilling exhibition; 8) Recommend more sales to explosions through in-store association; 9) Improve keyword ranking and increase more natural traffic; 10) sign up for high-quality activities such as poly-cost-effective, bringing more sales; 1 1) Analyze the traffic source and improve the traffic source with high conversion rate; 12) Long-term maintenance of slightly higher traffic and sales volume than peers can make long-term explosions. 13) Make more explosions in the same way and make relevant sales.

18, the size of the store is bigger. To expand the product category, the customer unit price and repurchase rate can be quickly increased. For example, at the beginning of the store, the traffic was not large, and after a long effort, a pair of pants was made into explosions. At this time, thousands or even tens of thousands of people may enter the store every day; The more people there are, the more demand there will be. At this time, some people need sweaters and can add sweaters, while others need shoes and can add shoes. There are more and more commodities, and an outbreak has driven the sales of many other commodities; The more sales, the more demand, and the more categories that can be expanded;

Fourth, operation

19, the first core of operation is the conversion rate. The ways to improve the conversion rate are: 1) to improve the attractiveness of products, which can be considered from the aspects of product pricing, page description, gifts and added value; 2) improve the beauty of the page; 3) increase the sales of products and avoid products with zero sales; 4) Improve the quantity and quality of favorable comments and reduce bad comments; 5) attract accurate traffic; 6) More interaction with customers; 7) Improve the chat skills of customer service.

20. There is a little trick to make customers develop the habit of shopping: one day is fixed as a member's day every week, and a baby buys X and gets X on that day. The advantages of doing this are: 1) Let loyal customers form the habit of frequent shopping; 2) It is easier to create explosions and drive the whole store traffic; 3) Deal with unsalable products or clean up inventory.

2 1. The more accurate the traffic attracted by the store, the better. There are ways to make traffic more accurate: 1) Determine the location of stores and products, and focus on promoting accurate potential customers. For example, if you sell high-end products, try to promote them to people with high consumption levels. 2) Analyze the traffic chart of business personnel, find out which traffic sources have high conversion rate, and improve the traffic with high conversion rate while reducing the traffic with low conversion rate.

22. The closer the relationship between operation rhythm, store activities and promotion, the better. For example, first, measure money through old customers or drilling exhibitions, and measure a baby with high click-through rate and conversion rate; Then generate some basic sales volume and high quality evaluation by brushing; Next, we will promote old customers, participate in activities such as bargain hunting, daily specials, snapping up, etc. with the increase of sales, and at the same time carry out paid promotion;

23. The second core of operation is flow. The ways to improve traffic are: 1) paid promotion is the most direct source of traffic, and within the controllable ROI, pay promotion as much as possible. Under normal circumstances, natural search brings as much traffic as paid promotion; 2) Participating in activities can bring more free traffic to the store, but we should pay attention to doing more high-quality activities and less inferior activities to avoid bad reviews and low DSR scores caused by inferior traffic to the store. 3) The key to improve natural search traffic is keyword competition, and the main factors affecting keyword competition are product sales, DSR dynamic score and favorable rate. If these three points are done, the natural flow will not be bad.

24. The core of improving DSR dynamic score and favorable rate is to improve customer satisfaction. The ways to improve are as follows: 1) the product quality is up to standard; 2) Delivery speed is up to standard; 3) Good shopping experience; 4) Customer service responds in time and has a good attitude; 5) After-sales problems are handled properly; 6) There are many or good gifts to surprise customers;

25. Always pay attention to customer evaluation, because many problems can be seen from ordinary customers, such as product problems, logistics problems, customer service problems and so on. Reasonable adjustment of these problems can improve customer satisfaction.

Verb (abbreviation of verb) promotes

26. The core of promotion is click-through rate. Why should we increase the click-through rate of paid promotion? 1) The higher the click rate, the higher the demand and the greater the possibility of final purchase; 2) The higher the click rate, the higher the quality score, thus reducing the click unit price; 3) The higher the click rate, the lower the click unit price.

27. How to improve the click rate? 1) Think of yourself as a real customer. Which elements attract customers the most? Is it quality, price, brand or something else? 2) Extract the elements that attract customers into pictures and copywriting, do horizontal tests, and finally choose promotional materials with high click-through rate. 3) In the sales process, more attractive elements are extracted through customer service chat and comments after shopping, and horizontal tests are conducted in the same way to screen out promotional materials with high click-through rate. 4) Observe the click-through rate of different schemes in the promotion process, then increase the bid and budget of the scheme with higher click-through rate, and reduce the bid and budget of the scheme with lower click-through rate, thus improving the click-through rate as a whole.

28. The higher the value of shop visitors, the better. How to improve the value of visitors? 1) Increase the customer unit price; 2) improve the conversion rate; 3) Improve the repurchase rate.

29. The lower the cost of shop visitors, the better. How to reduce the cost of visitors? 1) Increase free traffic; 2) Improve the click rate of paid promotion; 3) Reduce the click unit price of paid promotion.

30. What if the traffic charges are getting more and more expensive? The answer is: 1) expand product categories and increase customer unit price on the basis of existing products; 2) Increase the conversion rate by adding gift boxes, gifts or additional value; 3) Improve the repurchase rate through the maintenance of old customers.

For the promotion strategy of 3 1. platform flagship store, please refer to an article I wrote earlier, "How to do paid promotion for platform flagship stores with annual sales 1 100 million". At present, he is best at promoting flagship stores on large platforms, and friends in need can communicate with him.

Sixth, customer service.

32. Customer service's response speed, typing speed and familiarity with products are the most basic skills that customer service should master. If you don't master these skills, please take some time to do your homework first to avoid some basic problems.

33. The core responsibility of customer service is to guide customers to place orders, follow up after-sales problems, handle bad reviews and so on. Conditional stores can arrange special personnel to follow up after-sales problems and deal with bad reviews. After-sales customer service should pay attention to the following points: 1) Start working from the moment the customer takes the photo. Observe whether the customer has left a message and has any special requirements for delivery, and try to meet reasonable requirements. This is the first step to improve customer satisfaction. If something goes wrong, it's too late to fix it. 2) Remind the warehouse to deliver the goods as soon as possible, follow up the abnormal logistics order in time, contact the logistics company to solve the problem as soon as possible, and inform the customer to pay attention and apologize in time; 3) If the customer has any problems after receiving the goods and feeds them back to the customer service, it must be followed up in time to help the customer solve them as soon as possible. If customers suffer losses due to products or logistics, they should give them a satisfactory solution as soon as possible. At this time, the only purpose is to satisfy customers.

34. If you do the above, there will still be some bad reviews. Because bad reviews are hard to avoid, it is recommended to order a software to remind bad reviews, so that you can be reminded at the first time. At this time, the communication efficiency of contacting customers is the highest. When communicating with customers, it is much easier to understand why customers give bad reviews, make compensation as much as possible to satisfy customers, and then ask customers to modify bad reviews. According to my experience, direct cash return is the most effective solution, which can give customers a reasonable amount of compensation at first, and if customers are still dissatisfied, they can increase the amount of compensation. For most customers, after giving reasonable compensation, they will basically help to modify the bad reviews.

35, but there may still be some buyers who are unwilling to modify the evaluation no matter how you explain and compensate. What should I do at this time? At this time, you can only give feedback to customers, but you must pay attention to the feedback skills. There is no need to argue with customers, and there is no need to explain too much in the feedback. Instead, think about what other customers will think after reading this evaluation.

Seven. compete

36. How do stores cope with competition from peers? The answer is: improve the profit rate, click rate and conversion rate of your own store. The reasons are as follows: 1) Increasing the profit margin can make your store earn a little more per order than its peers. 2) Increasing the click-through rate can make your store get more visitors at a lower cost. 3) Increasing the conversion rate can make your shop visitors become more customers.

37. Improving the visitor value of the store can also improve your competitiveness. Because the greater the competition, the higher the acquisition cost of visitors, which you can't change, but for all stores, the cost difference of acquiring visitors will not be too big, but if a visitor comes to your store and can generate more sales than other stores, then at the same traffic cost, your store's sales will be higher and profits will be higher. How to improve the visitor value of the store? 1) Improve the attractiveness of products, thereby increasing the conversion rate and making more visitors your customers; 2) Expand product categories around customer needs, make relevant sales, and increase customer unit price; 3) Grasp the customer's shopping frequency and activity rhythm, and contact consumers in time through CRM system, drilling exhibition, WeChat and other channels to improve the repurchase rate.

38. In any industry, most of the profits belong to the first place in the industry, and the latter can only drink some soup. So how to become the first in the industry? The answer is: subvert the existing industry or cultivate a sub-industry. 1) It is difficult to subvert an industry, but every industry is constantly being subverted. 2) If you can't directly subvert an industry in a short time, you can focus on a certain segment of people, segment customers, provide better solutions, and become the first in this segment. When the customers in this sub-sector are very satisfied, it can be extended to a wider range of people.

Eight, data analysis

39. All the problems in the store can be analyzed from the data. Starting from the data, we can find the key to the problem and make adjustments in time.

40. "Payment conversion rate" is the core data of the store. Without the conversion rate, nothing else can be discussed. 1) "Payment conversion rate" is greater than "peer average". "Paid conversion rate" means that the more popular your product is, the higher the visitor value will be. 2) The "payment conversion rate" of a store is determined by the "payment conversion rate" of a specific commodity. To improve the "payment conversion rate" of stores, we must first improve the "payment conversion rate" of specific commodities.

4 1. First, increase the "paid conversion rate" and then increase the "visits", which will get twice the result with half the effort. The most important thing to analyze the traffic volume is to analyze the "traffic source", analyze the "quantity" and "paid conversion rate" of different traffic sources, find out the traffic source with higher "paid conversion rate" and find ways to improve it, which can not only improve the traffic volume, but also improve the overall "paid conversion rate".

42. The promotion of "customer unit price" mainly depends on commodity unit price and related sales. 1) Under the same flow rate, direct the flow rate to commodities with high unit price and high conversion rate as much as possible, and reduce the flow rate of commodities with low unit price and low conversion rate, which can directly increase the sales volume and customer unit price. 2) Optimize baby introduction, marketing activities, full gift rules and customer service skills. , and from the customer's needs, try to attract customers to buy more baby. The more they buy, the higher the unit price.

43. "DSR dynamic score" is an index that feeds back product satisfaction, logistics satisfaction and customer service satisfaction, and is the data that feeds back customer satisfaction. 1) are three scoring indicators, but they are not independent. Improving any index can promote the improvement of three scores, because when customers are dissatisfied with one aspect, other scores will not be given high. 2) Commodity quality, logistics speed and customer service payment are the most basic requirements, and it is generally not too bad to do these three things well. 3) Giving customers extra gifts and surprises can improve customer satisfaction, thus improving the "DSR dynamic score".

44. There are a lot of data related to shops, which are limited to space-explanation. When you come across a piece of data, first think about what the nature of this data is, and then think about how to optimize this data.

45. Finally, it should be noted that sometimes the data are wrong. For example, the "payment conversion rate" of pre-sold goods is 0. How to judge the real conversion rate of goods at this time? The answer is the reference order conversion rate "or directly manually count the pre-sale order quantity divided by the number of visitors.

46. Don't update at will, update regularly, and stick to it after setting a time. Being new is the best way to maintain old customers; Do a good job of preheating before going online and launch WeChat SMS in Tao Wei, Weibo; Shangxin is to tap the explosion potential from the crowd, so it is necessary to make a good measurement plan after Shangxin; Combined with flexible supply chain, do not mass-produce funds that have not been recognized by the market to avoid excessive inventory pressure.

47. The five most important points of investment: 1. Determine a team (team); 2. Explore two advantages (advantageous industries+advantageous enterprises); 3. Understand three modes (business mode+profit mode+marketing mode); 4. Check four indicators (turnover+profit+net interest rate+growth rate); 5. Define five structures (ownership structure+senior management structure+business structure+customer structure+supplier structure);

48. The ultimate breakthrough of a single point can often change the overall situation. The result without trade-offs will inevitably lead to overall mediocrity. Undoubtedly, for small and medium-sized sellers, funds are limited, resources are limited, energy is limited, and there is no brand. Starting with single products, making key breakthroughs and winning single products are the core driving forces; Copy the explosion into an explosion group to drive the whole store to sell flat; The main sales volume is stable, and the flow is divided through correlation drive.

49. A good operator must learn to see the essence through the phenomenon, do the right thing at the right time, feel the rationality of the event by experience, and prove it quickly with data, so that the team can avoid detours and reduce the trial and error cost of the enterprise! We can see that competitors have changed the price, moved the title and changed the details, but we can't see the essence behind the change! There must be such a person behind any big store, otherwise no matter how big the brand is, it will not come!

50. There are more and more dimensions that affect the weight, and the promotion of drainage has become more and more complicated. Can all this be simplified? Do a good job in positioning, selecting products, pricing, measuring money and regular customers from the beginning, and then vigorously promote it. Empathy, be a baby and a customer from the perspective of products and services, instead of simply playing tricks with the changes in Pinduoduo. That cat-and-mouse game will only make you very tired.