What is the usual work content of e-commerce operations? Be more specific!

Some personal opinions: How to operate e-commerce - the tragedy of e-commerce. We can frequently see the word "enterprise operation" from many enterprise-related articles or arguments. It is a well-understood but I don’t know a term that has stumped many elite managers.

Formally defined, enterprise operations is a general term for a series of functions such as organizing, planning, directing, supervising and regulating the production and operation activities of an enterprise. This is a process that requires planning, organizing, controlling, motivating and leading. The process of coordinating human, material and financial resources in order to better achieve organizational goals.

E-commerce operations have many special features based on the above theory.

1. E-commerce is not a high-tech enterprise and cannot apply operating methods. Eleven fields such as electronics, information, and biology are high-tech enterprises, but e-commerce cannot be regarded as a high-tech enterprise in the complete sense. Generally, high-tech enterprises Technological talents should account for 20-30%. In my opinion, there is no need for e-commerce companies to label themselves as high-tech companies. Therefore, we need to be more like a retail company, taking cost control, good supply chain management and improving customer consumption experience as the primary goals of operations, rather than being a high-tech company that takes technological cutting-edge as the primary goal. In recent years, we have seen many operational elites from the traditional retail industry being invited to e-commerce companies. For example, Zhang Shouchuan, the vice president of JD.com, was previously in charge of operations at a well-known international retail company. On the contrary, fewer executives of pure high-tech companies are engaged in e-commerce operations.

2. Operating e-commerce is a challenge that traditional enterprises cannot avoid. If you are a traditional enterprise and do well offline, then it is very likely that your channel will take your goods or clear them. Inventory, or momentum, is sold online, thereby disrupting your sales system. In addition, there will be a large number of e-commerce brands established by various industries such as Vanke and Maibaobao using the Internet. These brands will take away your loyal users, or directly intercept new customers who have just started to receive wages. Therefore, whether to start operating e-commerce is no longer a matter of interest to traditional enterprises, but a major issue that determines the life or death of the enterprise.

3. Operation direction and model rely on data. I once said last year that there are still good opportunities for at least 2 years on Taobao. Take cosmetics as an example. Taobao's total transaction volume in 2010 was 400 billion, and cosmetics accounted for about 5%, or about 20 billion in sales. However, there are only more than 10 cosmetics brands that do well on Taobao, accounting for about 30% of cumulative sales, and another 70%. The 14 billion market is a relatively uncompetitive market. When Taobao's transaction volume reached 800 billion in 2012, the market was even larger and fully capable of accommodating more traditional and e-commerce brands. This is just a very, very simple data analysis. E-commerce platforms have a lot of data. Those who do operations must look at these data and analyze your direction and model.

I hope my answer will be helpful to you! Broadly speaking, the work content of operations includes the following parts:

a. Content output content is roughly divided into four types:

First, banner, push, and text messages in the direction of marketing plans Copywriting, focus on attracting users to click.

The second is shopping guide copywriting that focuses on recommendations, deeply exploring the characteristics of the product or service provider, and packaging and promoting its content to improve conversions.

The third is rule explanation content, how to play activities, related standards and product function descriptions, which need to be simple and direct for users to understand.

The fourth is scenario-related soft articles, using stories, jokes, topics, shopping scenes, etc. to arouse user interest and arouse user needs

b. Resource control

< p>Activities and channels are resource slots. Resources are limited and competition will occur. Resource management needs to establish rules. Otherwise, people will ask what the standards for resource slots are and why they can access it but not me. This involves Horizontal division of industry and category dimensions, and vertical division of business heads and waists. Layering of the tail. In detail, it also includes the adjustment and optimization of the order of products on the same page.

c. Data analysis

It is very important to organize data analysis, from which angles to analyze, what indicators are needed, how to compare and analyze different indicators horizontally and vertically, and what changes in the data represent. , what are the reasons behind it, and what measures are there to improve it. From not knowing it at all, to gradually having a way of thinking, I personally feel that data analysis is one of the biggest gains since doing operations.

Data is an objective criterion for evaluating effects and an important means to assist scientific and technological decision-making. Any operator who cannot do data analysis is blind.

When I’m doing operations, I often feel that I’m very busy today but I don’t seem to have accomplished anything. I spend a lot of time in debates and discussions. As the demander, you need to communicate with product, design, and development students to ensure that the demand is not deformed and the actual final effect is achieved. As the resource side, it is necessary to communicate with classmates in the industry to clarify the rules and standards.

e. Chores

The operation is trivial because in addition to arranging the above major tasks, you need to silently review the products, make pictures, edit pages, do marketing backend human flesh operations, and even Procurement and delivery, etc. These are all things that operations have to do. Broken down, it actually includes three positions, content operations, event operations, and product operations. The focus of these positions is refined.

The goal of product operation

The essence of operation is management, and operation has costs, so it has extremely clear goals:

1. Expand the user base< /p>

2. Find a suitable profit model to increase revenue

3. Increase user activity.

No matter how the operation is done and how many tricks there are, the different approaches lead to the same point: revenue. Even if it is a short-term expansion of users and improvement of user activity, it will eventually return to the point of profitability