How to conduct e-commerce operations?

E-commerce operation is actually the same as management, that is, doing one thing well from beginning to end. I do a good job in the operation and management of e-commerce according to my personal opinions. As a good e-commerce operation, first of all, the enterprise is the person who gives you the framework and direction, and you need to grasp the details. After all, the framework is also made up of details.

Drainage, best selling, profit and image bear "flow blessing", "more trust, easier order conversion", "higher profit" and "brand" respectively. ...

To attract users' attention, it is not enough to rely solely on the design of product lines. You also need to beautify the relevant pages. Beautifying design of shops ...

When promoting products, we can use some online landing page making tools to design advertising pages. For example, the recent hit show praise can well complete the related operations of event marketing.

After each stage, it is necessary to analyze the products that have been sold and the products that have been deserted, analyze the reasons for their hot sales and the reasons for no one's interest, and finally summarize the solutions to make the store's business better and better.

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;

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.

Fourth, communication.

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.

Five, chores

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.

The core of e-commerce is to have ranking and traffic, and the most basic store decoration, product shelves, information release and event registration are all necessary. In addition, it is very important to be a through train like Taobao. If you want to rank high by natural search, it is difficult to do it on Taobao, a highly competitive platform, and the through train will be expensive because competitors invest more. Like Alibaba's B2B platform, it is mainly engaged in wholesale, with less internet awareness, less competitive pressure and less cost of online sales.

To sum up, e-commerce operations can be divided into payment and nature. Payment is through train and online sales, but the rules of different platforms will be different; Naturally, it is to do decoration, make the main map, rank the titles and make details. It takes a little accumulation to make achievements slowly. In addition, in addition to the station, the station is also a treasure house for operation and promotion. Soft articles, forums, post bars, and questions and answers increase exposure and attract potential customers;

You're here to make a business plan, right?

When we say operation, we mean to increase the weight of a link and let it have more traffic.

What are the items in the weight of that single item? I'll explain it to you once and for all.

1: pit output and number of payers, this is the first one.

Pit output is how much you sell this product in a month, not to mention the number of people who pay. These two points basically determine your search ranking.

All black searches are also played according to this principle.

Step 2 collect and buy

You can understand it as popularity value, and this influence on the weight ranking of 1-2 years has also been added. In fact, many people know this. Otherwise, how to arrange some collections and purchases when making a search list? That's what it means.

3. Evaluation, buyer show, asking everyone, praise group, vision, etc.

These are things that almost determine your conversion rate, that is, the internal optimization that everyone says is to optimize these things. No one commented on your product, no one boasted about it, no one was arrogant. People must think you are unreliable. You can just open a front-end Tmall store and read their comments. If you're all fake, that's fine. Don't ask why others have business and you don't. It's not all these details.

4. Dynamic product rating of a single product

The dynamic score of a basic product is too low, and 100% will be dropped by search. If you are unlucky, you will be randomly drawn, and when the money comes, you will not earn a few cents, which will make a lot of trouble.

Actually, this is very easy to solve. We don't sell junk products. If there is a refund, try not to choose any quality problem to return it. You can do anything. Polite, customers are willing to cooperate and actively solve problems.

5: That's the kind. If you put it in the wrong category, you are finished.

6. The new product is marked with a weighing device, and everything can be done.

7: Get the main video, good goods can be grabbed. If you have a monitor, it will be weighted. If you have a white background, you will get a chance to be crawled by the front page.

8. It is a matter of microscopic details. At present, the traffic is ok, but the conversion is almost the same. Talking is better than nothing, and this thing will be a trend in the future. Don't let everyone become a basic skill, so I'm embarrassed to set it up.

Basically, the above eight points are the weights of individual items.

If you have done all these eight points and find that you still can't support yourself, there are only three ways.

First: the product is not good, so choose again.

Second: go directly to the electronics factory to work, which is flexible and full of food.

I won't tell you what the third one is. You can guess for yourself.

10, merchants pass by ~ ~ ~ ~

Amoy hardcore seller

A casual reply is informal.

The mode I'm doing now is, one person, one store, no stocking and no promotion, just engage in unpopular and high-profit products, earning him 100-200 per order, and giving him 10 a day is enough, and it is enough to engage in more such products.

Choose above all else and don't accept any refutation.

Welcome to exchange and discuss.

I wish you all the best.

You're still talking in general terms.

From the platform point of view, there are large-scale e-commerce platforms such as Taobao, JD.COM and Pinduoduo, or it may be a third-party platform operated by your company.

From a professional point of view, there are integrated platforms and vertical platforms.

In terms of product segmentation, it will be divided into beauty e-commerce, fresh e-commerce, and so on

To answer your question about how to run an e-commerce, you must first determine what type of e-commerce you want to run. There is no uniform standard answer. It can be said that after determining which mode, you can gradually draw your whole operation plan according to your company's resources and target user groups and the actual situation.

1 how to do e-commerce operation?

Clarify the positioning of Chu operation

Before doing e-commerce operations, we must be clear about the location of e-commerce operations, how to do operations well, and what capabilities are needed for operations.

Focus on building user relationships.

For an e-commerce platform, operation is to link the relationship between users and products, so that users can know what to sell as soon as they hear the store, which can naturally drive sales.

Understand the operation means of large-scale e-commerce platforms.

For some large-scale e-commerce platforms, there are actually some operational means. Only by analyzing their operation means and strategies can we help their store operations bring traffic.

Understand the way of promotion channels.

There are many online promotion channels now, and the promotion methods of free channels are different. Knowing them will help you to promote the store better.

Focus on users' innovative means.

For an e-commerce operator, it is also necessary to master the means to let users retain new products. It is best to find out the gaps and shortcomings of your own operation methods through comparative study of peers, so as to do related work quickly.

2 How to do a good job in e-commerce operation

E-commerce operating a store must have multiple explosions, which is the performance of product competitiveness and the performance of store operation ability.

To do a good job in e-commerce operation, we must master PS technology, and the design of online stores and products must be flexible. For example, you need to know how to watermark.

E-commerce operation can not be separated from data, which can not only provide measurement standards for operation, but also provide decision support for e-commerce operation. Data thinking is to establish your own data operating system, know the relationship between different data, and learn to use data for analysis.

In addition, in the process of data analysis, there may be some unexpected gains, and there are many interesting correlations between the data. We can have a clearer understanding of our e-commerce operations and users of our products through these data.

First, you have to decide which direction to choose. At present, e-commerce is mainly divided into three directions: traditional e-commerce, cross-border e-commerce and new media. When you choose the direction, you must choose a platform. It is suggested to choose a platform at the beginning and go to another platform after a while. At this time, you will find that it will be much easier to get started on the second and third platforms, which is also the characteristic of e-commerce, no matter what platform, direction and so on.

One thing to remember is that operation is actually a six-word "product-flow-transformation", which means that everything you have to do is around them, so keep this idea when you start learning.

So what to learn next.

1. First, you should be familiar with the environment and rules of the whole e-commerce platform, and then learn various basic operations. How to optimize a title and how to choose keywords are all doorways.

2, learn to look at all kinds of data and data analysis, e-commerce operation without data analysis is equivalent to going to the battlefield with bare hands ... only as cannon fodder.

3, learn to promote, you need to be familiar with various promotion channels.

4, insight into the market, insight into users, with sensitivity.

What I want to emphasize here is that we must learn to read data! Operation without looking at data is a dead end.

If you know what you should learn, you should put it into action. It is suggested here that after choosing a good direction and platform, it is best to find a company that does better on this platform, starting with an operation assistant. Why emphasize the better, not just the platform? Quite simply, companies that do well on a certain platform will be relatively stable in terms of store maturity, supply chain, team, marketing and promotion, capital and so on, which means you can learn more and more practical things from it.

Finally, it is yourself. Don't be afraid of failure. You must put your mind right. There is no shortcut to e-commerce operation. All operations are learning by doing. Learn to resist pressure and learn to precipitate.

E-commerce is a big concept, which is divided into domestic e-commerce and cross-border electronic commerce. If it is a domestic e-commerce, it is mainly aimed at Taobao, JD.COM, Tmall and Pinduoduo. If it is a cross-border e-commerce, the main platforms are Amazon, Dunhuang and AliExpress.

According to the source of goods, it is divided into free supply and agent supply, and no supply.

Only by understanding the above problems can you give a more practical operation plan.

1, user orientation: What kind of business are you going to do? Do you know the psychological needs of these people?

2. product positioning: what products are you going to make, how much you know about the products, advantages and disadvantages, and peers;

3. Price positioning: what level of price positioning is planned, how to expand sales, and what activities are planned in the initial stage of operation.

4. Platform positioning: determine whether it is retail or wholesale, domestic or cross-border;

5. Operation strategy: Do traffic first, or do brand first.

When you understand all this, your business plan will come out.

I hope it helps you.

Basic contents of daily operation of shops

Store operation is the most basic operation of e-commerce operation, and you need to know the following knowledge about store operation; Shop opening process-releasing baby-putting goods on shelves-window recommendation-category optimization-product name-category planning-operation planning;

These are the most basic knowledge that any novice needs to master, and each module is knowledge content that can be refined. Each of these daily operations will have a great impact on sales.

Daily promotion

As an operator, you need to know the core knowledge of store promotion, the most important of which is the setting of "search ranking, through train, drilling exhibition and taobao guest"; Secondly, in content marketing, we should learn relatively deeper knowledge such as "micro-amoy, Taobao live broadcast, Taobao talent, Taobao group, short video, content planning";

Finally, we also need to know the marketing operation of various Taobao activities, such as "shop red envelopes, coupons, limited-time offers, matching packages, daily specials, gold rush, snap up, bargain-hunting, promotional activities, clearance trials" and so on. These operations need to be mastered by an ordinary operator, such as what products to use, what seasons to promote, and the profit data behind each activity, which can be used at any time.

Promote deep-seated operations

data manipulation

After mastering the basic operation means of e-commerce, it is necessary to improve the operation level. Data operation is one of the cores of e-commerce operation, and the knowledge points involved mainly include the following; Business personnel, store core data, Ali index, industry data and case analysis (mainly the core data of a case);

Finally, if you want to be the director of e-commerce operations and above, you still need to be on the Internet.

If you don't know anything, personally, I suggest learning from the operation assistant. The position of operation assistant is easy to exercise and the salary is raised quickly.

1. Give priority to the operation assistants of mature e-commerce, or promote them. The manager will take you.

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2. If you have stronger ability, you can open a new store in a big e-commerce company and the old man will take you.

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3. Never do the e-commerce operation of a new company, because it is difficult for you to judge whether the products of this company are competitive.

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4. Know the company's establishment background, main business models and products, founders and company profile in advance. Interview with the company, including some small requirements (including geographical restrictions, age and so on. ) avoid unnecessary trouble.

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Don't care too much about salary at first. With theoretical knowledge, the value of practicing for half a year doubles.