How to do e-commerce

E-commerce is a complex systematic project, and not casually successful. It involves the external competitive environment, the overall competitiveness of enterprises, the core competitive advantage of the product, the competitiveness of the team and other aspects, only to figure out these things, we can strive to maximize the chances of success, the so-called everything beforehand, not beforehand, know yourself and the enemy, a hundred battles are not in peril is also, before the beginning of the investigation has not been done to do a precision; the implementation of the plan has not done to achieve the scientific and rigorous development of the irrational, there is no In accordance with the plan to effectively implement; for the implementation of the results there is no check in place, there is no timely detection of problems and quickly resolve them, these will determine whether we can achieve success.

First of all, talk about the "survey", as they say: "no survey, there is no right to speak", detailed and meticulous investigation is essential! The content of the survey includes: market size, industry trends, market share of similar brands, sales, competitor analysis, consumer analysis, promotion analysis and so on. Try to get relevant and accurate data. These will be the basis for the next step. For example, the implementation of the development of the plan, the development of marketing strategies, the development of promotional strategies, product strategy, team organization expansion plan, distribution planning, want to plan, warehousing and logistics planning, financial budgets, etc., based on the data of the survey can be more reasonable, the goal is more accurate, which means that the odds of winning some of the greater! For example, the annual sales promotion plan for the Tmall store, sales target set at how much? Why set so much? After the annual sales target is determined, we need to break down to the month, how to break down, why this decomposition? Monthly target set down, need to further decomposition, to complete such a goal need traffic, customer unit price, conversion rate were how much? How much paid traffic is needed among the traffic? Need through train, drill show, Taobao customer, official activities, off-site promotion to contribute to the traffic were how much PPC is how much? Activity costs and geometry? In this way, how much promotion fee is needed, can be calculated. These can not be decided by patting the head, the need for a large amount of data to support the data is derived from our survey and then talk about the "implementation", after the completion of the survey work, the next need to develop a plan of action that is the implementation of the plan, first of all, vision planning, what we are going to do, can bring what kind of benefits to the majority of consumers? What is the vision goal? The more noble the goal will be able to attract more talented people, but also to unite the team's strength, drive the team to go longer and farther! Then, you need to plan the implementation phase, which can be roughly divided into four phases, namely, product operation, channel operation, brand operation, new retail system construction

1. Product operation phase, in Tmall, Jingdong, Jindoduo and other well-known e-commerce platforms to establish a point of construction of the brand flagship store, and the early stage of the rapid creation of 1-3 models of online sales of explosive models, to occupy the traffic heights, driving the whole line of products hot, for the channel to lay a solid foundation for the operation! operation to lay a solid foundation!

Channel operation stage, vigorously expand Taobao distribution, so that the products throughout Taobao, Tmall network, and vigorously support 1-3 distributors in the early stage of rapid success and profitability, and set up to become a benchmark distributor, to attract more high-quality distributors to do bigger and stronger brands; and Jingdong, NetEase, Amazon 2. strong; at the same time based on online wholesale platforms such as Ali, directly to the small and medium-sized retail terminals to make brand to offline penetration.

3. Brand operation stage, with major online media, emerging media, live netroots, trial platforms and other cooperation to promote; with the event marketing and other means to expand the brand's influence, enhance the brand reputation; at the same time, the construction of the CRM system, collect feedback, in-depth research and analysis of customer opinions or needs, to improve the product and service experience to provide a basis; for the development of various marketing and promotional strategies to provide data support; construction of brand-owned media Provide data support for the development of various marketing and promotional strategies; build brand-owned media, such as WeChat public number to do a good job of customer maintenance, cultivate customer loyalty, and enhance the rate of repurchase of old customers.

New retail system construction stage, the construction of the brand's own online trading platform, such as: PC website, mobile APP, WeChat small program, etc., and continue to guide customers to its own platform to reach a deal; based on big data, selective construction of offline experience points, and continue to improve online ordering, payment, offline logistics and distribution, or directly complete the purchase of the offline experience point of the transaction process, and gradually increase the offline experience points, and then spread throughout the country. gradually increase the number of offline experience points, and then spread all over the country; improve the online and offline after-sales system, online and offline joint efforts to complete the product or service consulting, return and exchange, door-to-door service and other after-sales work; based on the online and offline new retail platform to provide customers with all kinds of value-added services; open up the new retail platform to serve more excellent merchants in the industry, so that it can provide quality services for a wider range of customers; based on the new retail platform, expand cooperation with other industries to expand the service Based on the new retail platform, we will expand cooperation with other industries and broaden our services, laying a solid foundation for the diversified development of the platform! Eventually, the formation of online and offline all-round three-dimensional well-known O2O platform. Finally, let's talk about the problem of "correction", in the process of implementation, will inevitably encounter such and such problems, which requires us to be able to do a timely amendment, so as to ensure that the plan can be successfully advanced. Amendments, broadly speaking, are three major blocks, one is sales, two is the team, three is the goods. In terms of direct sales, specific to a store to analyze, we know that sales = traffic * conversion rate * unit price, mainly from the three factors to find the problem, that is, traffic, conversion rate, unit price. Traffic is divided into free traffic and paid traffic, paid traffic and keyword quality, bidding, click-through rate and so on are closely related, as well as advertising image creativity, visual effects, display volume, click-through rate and so on related to these through the data software can be compared with the industry average, in principle, to ensure that the relevant data is higher than the industry average; factors affecting the price of the customer unit are mainly related sales, old customers re-purchase and customer service Recommendations, etc.; factors affecting the conversion rate is more, including brand influence, sales, price, evaluation, product quality, product description, promotional activities, inquiries into the conversion, advertising creativity, logistics efficiency, after-sales service, etc., to analyze and study one by one in the end, which piece of the problem, the analysis should be thorough, to find the root of the problem

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