What is the main purpose of e-commerce operation?

E-commerce operation is mainly responsible for the overall operation and marketing plan of the store. Here is a detailed introduction to the specific job responsibilities of e-commerce operation:

1, responsible for the operation of the company's e-commerce platform, including event planning, online promotion, event planning, brand positioning and packaging and daily operation;

2. Conduct in-depth analysis according to the website marketing data, evaluate the operation of each product, refine the selling points, guide the artists to optimize the pages, increase the search volume and promote sales;

3. Responsible for collecting market and industry information, analyzing competitors, paying attention to the changes of competitors and marketing strategies such as selecting money and pricing, and providing effective solutions in combination with our advantages;

4. Familiar with the operating environment, trading rules and advertising resources of Taobao websites of various e-commerce platforms;

5, daily statistical analysis of the latest data, and take targeted operational measures according to data changes.

The work content of the operation includes these blocks:

First, the content output content can be roughly divided into four types:

1, Banner, push, the marketing plan in the direction of short message copy focuses on attracting users to click.

2. The recommendation direction of shopping guide copy, dig deep into the characteristics of goods or service providers, and improve the transformation of their content packaging and promotion.

3. The description of rules, the play of activities, relevant standards, and the functional description of products all need users' simple and direct understanding.

4. Soft articles related to scenes, stories, jokes, topics, shopping scenes, etc. Arouse users' interest and stimulate users' needs.

Second, the control of resources

Activities and channels are resources. There will be competition when resources are limited, and the management of resources needs to be standardized. Otherwise, someone will ask what the standard of resources is and why he can't fuck me. This involves the division of horizontal industries and categories, as well as the vertical head and waist of merchants. The stratification of the tail. In detail, it also includes the same page, the adjustment and optimization of commodity sorting.

Third, data analysis.

Data analysis is very important, from which angles, what indicators are needed, how to compare and analyze different indicators horizontally and vertically, what does the change of data represent, what are the reasons behind it, and what improvement measures are there.

From complete ignorance to gradually having a set of thinking methods, I personally feel that data analysis is one of the biggest gains since operation. Data is an objective standard to evaluate the effect and an important means to assist scientific and technological decision-making. Operators who can't do data analysis are blind.

Doing business often feels busy today, but it seems that nothing has been done. Most of the time I'm debating and discussing.

As the demander, we need to communicate with students in product, design and development to ensure that the demand is not deformed and achieve the actual final effect. As the party with the most resources, we need to communicate with students in the industry and businesses to clarify the rules and standards.

It is said that the operation is trivial because in addition to arranging the above tasks, you also need to quietly bow your head to review the goods, make pictures, compile pages, market the backstage human flesh operation and even purchase and deliver goods. These are all things to be done in operation. Subdivided, there are actually three positions, namely content operation, activity operation and product operation, and the key points of these positions are refined.

Extended data:

E-commerce operation-E-commerce operation (ECO) was originally defined as the construction of e-commerce platforms (corporate websites, forums, blogs, Weibo, shops, online outlets, etc.). ), optimization and promotion of various search products, maintenance, reconstruction and expansion of e-commerce platform, research and development and profitability of online products. From background optimization to service market, and then to build executive service market, and build the market at the same time.

E-commerce operation can be divided into two parts according to its name, namely e-commerce and operation. The former refers to the platform where the latter is located.

In fact, the initial e-commerce did not happen on the website, but in newsgroups and emails, but the main battlefield of e-commerce has now turned to the website. Therefore, the promotion of websites has become the most important content of online marketing.

Network marketing is to study how to sell things online. E-mail marketing is the earliest commercial activity on the Internet, and e-commerce marketing is a kind of network marketing, which is a process of completing a series of marketing links and realizing marketing goals with the help of the Internet. Using product packaging and flexible price strategy to induce users to consume.

There are similarities between e-commerce operation and enterprise operation, including research, product positioning, management classification, development planning, operation planning, product control, data analysis, analysis execution and follow-up. But the object of execution is different from the physical product. The object of e-commerce operation is the subsidiary promotion products of e-commerce platform developed, designed and built according to the needs of enterprises.

First, data diagnosis

The first sentence of getting up every day, first show yourself the data.

First thing in the morning: look at the data. Data is the foundation and basis for you to analyze the store and make plans, and it is the top priority of operation. I once had a boss who often said: speak with data.

1.？ Look at what data

The new business people actually added more data.

Focus on yesterday's number of visitors, transaction amount, payment conversion rate, collection purchase rate, refund rate and store level;

And the overall data changes of the store in the last week and month.

Then look at the market, seasonal products fluctuate greatly, maybe your baby is fine, but when the market goes down, the baby data will also perform poorly; Look at the rising words in the industry and add them to the titles of related products appropriately, and you can get a wave of traffic;

Look at which products in the industry are preheating and which products' market flow will decline, and plan the next product plan in advance.

2.？ How to judge the quality of data?

Observe whether the overall flow structure of the store is normal and whether the flow of main payment is within the normal plan. If the data is stable, there will be no problem. If the traffic fluctuates greatly, it is necessary to analyze which traffic portal, which product and which keyword have caused such changes. In this case, it is necessary to find out the reason quickly and solve it in time. The response of the data is very rapid. If you check again in a few days, the data can hardly be saved.

I used to promote a maternal and child product imported from Japan, and the sales volume has been good, but the display occasionally declines. As soon as the reason is checked, competitors will cut prices or drive. If it is not adjusted in time at this time, the traffic may be robbed in a few days.

Second, analyze competitors.

Analyzing competitors is also analyzing data, but I will take it out separately because many people will ignore it. Analyze your competitor not only because you want to compete with him for traffic and ranking, but also because the competitor who is stronger than you is your best learning object.

Study the drainage mode, promotion mode, trading keywords, copywriting activities and effects of competitors.

What works and what doesn't, competitors have already helped you experiment. Analyzing competitors can help us reduce the cost of trial and error.

Which product do you want to play, you should study it and look at its data: drainage, keyword conversion, sales ranking. Only when these data are chasing it and doing better than it can you occupy a position and get traffic.

For example, if I drive a through train, I can find his key words and put them in my through train.

Third, check and evaluate.

You must always look at the main comments and questions. Once there is a bad review, the impact on the baby data is visible to the naked eye. I pushed a product before, and there was a bloody lesson because of bad reviews. Bad reviews must be resolved in time. The faster you contact the buyer, the greater the possibility of eliminating bad reviews.

In addition, you should regularly check the chat records of customer service to understand your customer base. Then you only need to know more about who your products are aimed at, what these people are more concerned about, and where their needs are, so you can do what customers like more pertinently. See which points can be optimized, and find inspiration for your promotion activities by watching the chat of buyers.

Fourth, promote drainage.

No matter how good the product quality is, no matter how optimized it is, the fragrance of wine is afraid of the deep alley. Moreover, Taobao is a platform and needs profit, so the effect of general paid promotion is better than SEO. Commonly used paid promotions include through train, drilling exhibition and taobao guest. This year, Taobao will once again increase the weight of the through train. Generally, you can drive a through train, but driving well will test your level. Moreover, the optimization of through train is endless. You should observe and modify it every day. Even if the quality is full and the ppc is low, you can't sit back and relax. There is no way, because your opponent is also optimizing and wants to surpass you at any time.

Verb (abbreviation for verb) registers activities.

Many small shops don't attach importance to the activity section because they feel that they can't participate and can't reach the activity threshold. However, Taobao has many activities for small and medium-sized sellers, and the threshold is relatively low. If it can't be achieved, it depends on which aspect is not good, the level is not enough or the DSR score is not satisfactory, and the focus is on optimization. A qualified operator must be familiar with the rules and procedures of reporting activities and plan to do marketing several times a month.

With more small activities, you can naturally accumulate some sales and weight, which is more advantageous than competitors at the same level.

Sixth, optimize the store.

1. If you are a small and medium-sized shop operator, you must optimize the baby every day, including the baby title, white background map and details page. These are the internal strengths of doing a good job in products. Products are never the best, only better. Baby's data directly affects free traffic.

2. Understand product knowledge

I have always believed that a shop should have a full understanding of its products, and everyone knows the selling points, advantages and disadvantages of its products, especially its operation. Only by deeply understanding the characteristics of products can we plan products better. When you sell daily chemical products, you should be clear about the main components and functions of the products. When you sell home textiles, you should be clear about whether the products are cotton, polyester or silk, and what the textile processing is.

Seven, inventory control

Operators should know the inventory of their own stores and make clear the warehousing and warehousing. Taobao has related inventory management software to use, and stores with large inventory can buy specialized software. Before you do an activity, you should roughly judge the sales volume of this activity. Of course, this is based on data support and businesses that have done a lot of activities in the past. Understanding inventory is to avoid two situations. First, the inventory is not enough, and the good money sells fast, which leads to the explosion of sales. Second, the accumulation of inventory, seeing people selling well, but also buying in large quantities, or making mistakes in market forecasting, products can not be sold out of season, resulting in a backlog. All these will cause losses to the store, and the delay in delivery has little effect on the score. Thousands of goods piled together and directly destroyed the small seller.

VIII. Overall Management

If you want to run a good shop, it is definitely not enough to run it by yourself. Art design and customer service are very important links. Therefore, the operation must maintain good communication with artists and customer service. Speaking of art design, it is also a hard job. You can't ask artists to make colorful white and colorful black.

As an operator, I must know some ps technology. One is that I can better explain the requirements to the artist, and the other is that the artist can support simple schemes when he has no time.

I asked the artist to draw pictures before, accurate to layout, color matching, copywriting and style. At the same time, find some similar drawings for your reference, which can not only save the trouble of artists, but also draw the drawings you want as soon as possible and improve work efficiency.

To sum up: an excellent operation must be comprehensive in ability, good at communication and strong in responsibility. Acting skills are not as good as their own, not to say that the skills are much worse, and even some acting skills are better. What they are short of is the time and energy invested.

If you are an operator, you must have a sense of being a hero, even if you work for the boss. You can't develop skills without input. At the same time, we should arrange our time reasonably, and the business is very complicated. Only by planning well can work efficiency be improved.

More work needs to be done in the above marketing planning, specifically, market research and copywriting design of marketing planning. Market survey includes market capacity survey, competitive product analysis and channel analysis; The scheme design of marketing planning includes detail page design, promotion method, writing activity planning copy, and making annual promotion rhythm.

Seo promotion, taking Taobao store as an example, involves the simulation exercise of Taobao's core ideas, the influencing factors of Taobao store weight, the optimization of individual baby, the optimization of category attributes, the optimization of keywords, the optimization of titles, the optimization of baby shelves and shelves, the optimization of baby conversion rate, the optimization of Taobao customer service (such as the response speed of Taobao customer service, the understanding of related babies and the basic skills of customer service), and participation in some related activities, taobao guest, through train and other promotion means. In short, the seo promotion of the store is to optimize SEO around keyword search and various publicity methods; On the other hand, for the promotion of websites, take Yinggu as an example, mainly in baidu promotion. The main work includes the analysis of competitor websites related to Yinggu Education, the use of Baidu webmaster tools, the optimization of website titles and keywords, and the addition of various external links to other web pages and forums.

In data analysis, we first collect data and analyze various indicators (flow indicators, conversion indicators, promotion indicators, service indicators, user indicators, etc.). ). In the process of data analysis, we should clearly analyze the objectives and ideas according to the characteristics of the target website, and use various methods (such as comparative analysis, data distribution, factor decomposition, funnel analysis, etc. ) to process the data, so as to facilitate data mining, mathematical statistics and regression analysis, and finally complete data presentation and report writing.

Product experience is mainly to create and tap the core value of products and highlight the premise of product advantages in the design and use of products, so as to gain more customers.

Visual design is the visual design of websites, column pages, detail pages and products. , highlighting the style or e-commerce operation, originally defined as e-commerce platform construction (corporate websites, forums, blogs, Weibo, shops, online outlets, etc. ), optimization and promotion of various search products, maintenance, reconstruction and expansion of e-commerce platform, research and development and profitability of online products. From background optimization to service market, and then to build executive service market, and build the market at the same time.

The following is the work that the e-commerce operation day is responsible for:

1, requirements analysis and sequencing

For a website operator, the most important thing is to understand the requirements and put forward specific suggestions and schemes to improve the website on this basis. When necessary, it is necessary to conduct investigation and evidence collection or analysis and statistics to comprehensively evaluate the desirability of these suggestions and programs.

In addition, demand analysis also includes research on competitors. Study competitors' products and services, see what innovations they have, and judge whether these changes are really valuable.

2. Construction of channel content

Channel content construction is an important work of website operation. This is a long-term accumulation process. Improving the quality of website content should be the ultimate goal of editors. For many small websites, or some big websites, website editors assume the role of website operators. Not only should you be responsible for editing information, but also making requests, making plans and so on.

3. Website planning

Including pre-market research, feasibility analysis, planning document writing, business process description, etc. Planning is the key to building a website. A website will eventually become a good website only if it is really well planned. Plan effectively according to the demand. How to display the title and content of the article, how to place function keys, how to display advertisements, etc. , all need reasonable and scientific planning.

4, product maintenance and improvement

Product maintenance and improvement, including formulating and changing product policies, carrying out good product packaging and improving product experience. Product improvement, in most cases, is also a problem of demand analysis and sequencing.

5. Effect data analysis

Effect data analysis refers to the important work of dividing the website into stages, analyzing and sorting out the data and guiding the sustainable operation strategy. It is to adjust the direction of the website according to users' habits, analyze every detail of online media, complete and improve the stickiness of the website to users, and improve the attraction and attention of the website. Mainly through the analysis of page access records, you can also get more user experience through online questionnaires.

6. Coordination among departments

This part of the work content, more embodies the role of management. Because the operators know the operation of the whole website like the palm of their hand and have comprehensive knowledge, the communication and coordination with technicians, artists, testers and businesses are more borne by the operators.

As an operator, communication and coordination ability is essential. To deal with different professional thinking, in the process of communication, you may encounter many incomprehensible or difficult communication phenomena, which is a relatively normal problem. It is a common phenomenon in almost all network companies that operators and technicians quarrel endlessly and finally solve a simple small problem. Taobao operation has always been a big problem for many sellers, because many small details are often the key factors that determine store sales. Today, I summed up these principles that Taobao should pay attention to. Let's take a look at the sellers who don't know how to operate Taobao!

1: Good visual presentation can never be saved!

We have to admit that there are indeed poorly decorated but poorly sold products on Taobao, but do you think you will be one in a hundred? E-commerce shopping can only rely on vision, and this must be confessed. Especially the newly opened store, when people look at your decoration: no style, tattered, no desire to read, then why should I buy your things? Unless your product is very advantageous, you should simply close the shop and leave.

But pay attention to a concept, good visual presentation is not necessarily the most gorgeous decoration, the best, the most suitable for your store characteristics. For example, you sell low-priced products, snacks, trinkets and so on. There is no need to design the store decoration and details page into a five-star hotel.

2. You don't want to be Taobao if you have a little investment? Dream on!

In fact, you only need to think about a simple question: Taobao, as a platform, must make money. Where does Taobao get its money? It must be the advertising fee. You need liquid realization, and Taobao also needs liquid realization. Therefore, if you look at the adjustment of Taobao and Tmall, you will find that the free traffic for you is getting less and less (of course, this is also related to the fragmented distribution of traffic). Because there is more and more traffic, Taobao hopes to make it cash. For example, here: the once tofu block quietly turned into a "shopkeeper hot sale" (through train parking space) last year, which is the best location. It can be predicted that this kind of post, which used to be free, will now be paid more and more. Therefore, if you want to do Taobao well and not invest, it will be difficult!

3. Sufficient supply won 60%.

This is no exaggeration, especially harsh and ideal. Friends who do Taobao shop decoration in Weifang must keep in mind.

4. Try to choose a better courier. Don't try to save a few dollars for cheap express delivery. Bad attitude, lost, broken, slow, all kinds of complaints, all kinds of bad reviews, the overall quality score of the store swoops down, and the natural search weight swoops down.

You'd better not take driving without a license (through train).

Many car gods also have many dazzling car skills. For example, you can see many through train posts every day. We don't need to check for the time being: can I make money by driving a through train? Because everyone knows how to drive, it is not easy to make money. There is a high demand for driving technology and products. Let's talk about a question that everyone is very concerned about: Can driving a through train increase the baby's natural search weight?

Let me ask you a question first: What kind of treasures will Taobao give priority to consumers in terms of natural search traffic? Very simple, it must be the easiest baby to clinch a deal, transformation, popularity and so on. All right, you drive. If you are not good at driving, your conversion rate will be particularly low and the input-output ratio will be very low. What will the search engine think: Shit, this 2B paid traffic is so bad, isn't it a waste of free traffic for him? Do you think I'll pay you back? On the contrary, if your input-output ratio is good and you are lifting the weight of this baby, the natural search ranking will naturally improve.

So, don't ask whether driving will boost the baby ranking, whether it is useful to report the sales volume of activities, whether taobao guest will boost the weight and so on. In the future, because whether it is effective in the end depends not on whether you do it or not, but on how you do it. Therefore, when a friend asks me, I usually tell him directly: Are you a good driver? If you are not good, learn first, practice slowly and be careful!

6. There is a skill of dry goods to call others.

Many people are eager for so-called dry goods, studying everywhere, attending classes everywhere and participating in training. Some even spent more than 10,000 yuan to participate in a so-called awesome course (Taobao God endorsement). Is it awesome? Is badass a dry goods skill? It is a dry goods skill! However, in the end, I found a problem: there is a dry goods skill called others' dry goods skill.

7. Don't touch the bottom line of Taobao.

People under the eaves have to bow their heads. Taobao is also a "society ruled by law", and there will be various rules. Don't touch these. Especially since 14, if you intentionally or unintentionally touch Taobao's rules and violate them, and then you are charged, complained and punished, then you can see that your traffic drops like Lushan Waterfall, and your tears will follow. Try not to challenge the patience of search engines and try not to take chances. Baby accidents, SKU cheating, rampant * * and so on.

Because the Internet is constantly changing, in order to avoid letting everyone learn wrong and outdated knowledge, I joined forces with the cattle people on Taobao to form a group, and friends who want to learn Taobao operations can come here to study. The first digits of this group are: 174, the middle digits are: 359, and the last digits are: 370. You can find them by combining them in order. What I'm trying to say is that unless you want to.

8: On the shelves, the first week and the first month decide life and death.

These are three key time nodes. Most small and micro entrepreneurs play Taobao at the same time: first, wait, no business, urgent, anxious to see a doctor, correct, continue to have no business, and continue to correct.

You should pay attention to a key point: there are a large number of new products and shops on Taobao every day, and search engines should assess each new product and shop, but the assessment is not unlimited. Evaluation must have an evaluation period. I'm sorry if I don't perform well after the assessment period. Unless you turn over a new leaf in the future, it will be too difficult to fight back.

The first is the shelf. Everyone thinks that a few people are ambitious when they are ready to do Taobao, and then they rush to place goods and wait for business, but most of them will despair. A good beginning is half the battle, a critical problem: the optimization in the initial stage of shelf life may largely determine your life and death. Including writing a title that is most suitable for your competition, good visual presentation, good first picture, optimization of category attributes and so on. Then the first week. To sum up, no matter what you do in the first week, these indicators such as breaking zero, conversion, customer unit price and spiral rise are really crucial. The first month. This is mainly for new stores, and the first month is a critical period. If you don't perform well in the first month, it will be even harder to remember later.