E-commerce operations mainly do

The e-commerce operation is mainly responsible for the overall operation of the store and marketing programs, the following details the specific job responsibilities of e-commerce operations:

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

2, according to in-depth analysis of the site's marketing data, and each product operation Situation assessment, refining selling points, guiding artwork page optimization, improve search volume, promote sales;

3, is responsible for collecting market and industry information, analyze competitors, pay attention to changes in rivals and the selection of models, pricing and other marketing strategies, combined with the advantages of the store to provide effective solutions;

4, familiar with the operating environment of the various e-commerce platforms, the rules of the transaction, Taobao website advertising resources

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

Operation of the work content contains these pieces:

One, the content output content is roughly divided into four kinds:

1, the direction of the marketing program Banner, push, SMS copy,, focusing on attracting users to click.

2, partial recommendation direction of the shopping guide copy, in-depth excavation of the characteristics of the goods or service providers, its content packaging and promotion to improve conversion.

3, the rules explain the type of content, the activities of the game, the relevant standards and product features, need to be simple and direct for users to understand.

4, scene-related soft text, with stories, paragraphs, topics, shopping scenes and other ways to arouse the interest of users, arousing the needs of users.

Two, resource control

Activities, channels are resource positions, resources are limited, there will be competition, the management of resources need to set up rules, otherwise it will be asked what is the standard of the resource position, why he can not I can't, which involves the horizontal industry, category dimensions of the division, and vertical merchant head waist. Tail layering. Refinement also includes the same page, commodity sequential sorting adjustment optimization.

Three, data analysis

Data analysis is very important to organize, from which angles of analysis, what indicators are needed, how to compare and analyze the horizontal and vertical analysis of different indicators, data changes represent what the reasons behind, and what are the initiatives to improve.

From not being able to do it at all, to gradually having a set of ideas and methods, I personally feel that data analysis is one of the biggest gains since I have been doing operations. Data is an objective standard for evaluating the effect, is an important means of assisting scientific and technological decision-making, will not do data analysis of the operation is blind.

Doing operations often feel that I'm busy today, but it seems that nothing has been accomplished, a lot of time in the debate to explore.

As the demand side, you need to communicate with the product, design, development students to ensure that the demand is not deformed, the actual final effect. The most resource side, need to communicate with industry business students, clear rules and standards.

To say that operation is trivial, is because of the arrangement of the above blocks of work, you need to be silent low review of the goods, do pictures, compile the page, marketing background human operation and even procurement and delivery. These are all things to do in operation, broken down actually contains three positions, content operation, activity operation, product operation, refine the focus of these positions.

Expanded Information:

ElectronicCommerceOperation (ECO) was initially defined as an e-commerce platform (e-commerceplatform). ECO is originally defined as e-commerceplatform (enterprise website, forum, blog, microblog, store, network direct sales store, etc.) construction, optimization and promotion of various search products, e-commerce platform maintenance and reconstruction, expansion, and network product development and profitability. From the background optimization services to the market, to create the implementation of services to the market at the same time to create the market.

E-commerce operations from the name can be divided into two pieces, ECommerce and Operation, (e-commerce and operation), the former refers to the platform where the latter.

The first e-commerce actually did not happen on the website, but in the newsgroups, as well as e-mail, but the main battlefield of the current e-commerce has shifted to the website. So the promotion of websites became the most important element of Internet marketing.

Internet marketing is the study of how to sell things online. E-mail marketing is the Internet appeared the earliest business activities, e-commerce marketing is a kind of online marketing, is the use of the Internet to complete a series of marketing links, to achieve the marketing objectives of the process. Product packaging and flexible pricing strategies are utilized to induce users to consume.

E-commerce operations and business operations there are similarities, including research, product positioning, management classification, development planning, operational planning, product control, data analysis, analysis and implementation and follow-up. However, the object of its implementation is different from the physical product. The object of e-commerce operation is to develop, design and build the e-commerce platform according to the needs of the enterprise subsidiary publicity and promotion products.

One, data diagnosis

Get up every day, the first sentence, the first to see their own data.

First thing in the morning: look at the data. Data is the foundation and basis for you to analyze the store, develop plans, is the top priority of the operation. I once a boss often hang on the lips of a sentence is: take the data to speak.

1.? Look at what data

The new version of Business Intelligence is actually adding more data

Focus on yesterday's number of visitors, turnover, payment conversion rate, collection plus purchase rate, refund rate, store tier;

and the most recent week, a month of the store's overall data changes.

Then look at the market market, seasonal product fluctuations, may not have a problem with your baby, but the general market downturn, baby data will not perform well; look at the industry in the rise of the word, the right to add to their own related product title, you can take a wave of traffic;

see the industry in which products in the preheat, which products will be declining in the general market flow, planning ahead of the next product program.

This is the first time I've seen this.

2. How to determine the data good or bad

Observe the store's overall traffic structure is normal, the main paragraph of the traffic is within the normal plan, if the data is smooth, no problem, if the flow of large fluctuations, it is necessary to go to analyze the flow of which entrances, which products, which keywords caused such changes. Encountered this situation need to quickly find the reasons and timely solution, the response of the data is very rapid, if you after a few days to check, then this data basically can not be saved.

My previous operation, the promotion of a Japanese imported mother and child products, sales have been good, but the show will occasionally decline, a check on the reasons, are competitors price cuts or drive, this time do not adjust in a timely manner, after a few days of traffic may be snatched.

Two, analyze competitors

Analyze competitors is also analyzing data, but I put it out to speak alone, because many people will ignore this. Analyze competitors not only because you want to grab the traffic with him, fight for rankings, stronger than your opponent is your best learning object.

Study the competitors' attraction methods, promotion methods, transaction keywords, copywriting activities, and their effects.

Which methods are feasible and which are not useful, competitors have helped you experiment. Analyzing competitors can help us reduce the cost of trial and error.

Which product you want to play more to study it, look at its data: diversion, conversion keywords, ranking sales, only these data are chasing it to play, do better than it, it is possible to take up space, get traffic.

For example, if I open a through train, I can go to find his turnover keywords and put them into my own through train.

Three, check the evaluation

The main push of the evaluation and ask you must often look at, once there is a bad comment on the baby data impact visible to the naked eye. I pushed a product before because of a bad review, show directly dropped half, bloody lesson. There are bad reviews must be resolved in a timely manner, the faster you contact the buyer, the greater the likelihood of eliminating the bad reviews.

Additionally, you should regularly look at the customer service chat records to understand your customer population. Then you can only more to understand what your product for the crowd, these people are more concerned about what aspects of things, where their demand point, so that you can be more targeted to do what your customers like. See what can be optimized points, by watching the buyer's chat to their own promotional activities to find inspiration.

Four, promotion and attraction

Products even if the quality is good, optimized and good, the wine is also afraid of the deep alley. And Taobao is a platform, also need to profit, so the general effect of paid promotion is better than SEO. Commonly used paid promotion is through train, drill show, Taobao customer these. Taobao Taobao again this year will through train weight to enhance, through train will generally open, but open good to test the level. And through train optimization is no end, every day to observe, modify, even if the quality score has been full, ppc is very low, can not rest on their laurels, there is no way, because your opponents are also in the optimization, at any time you want to exceed you.

Fifth, enrollment activities

Many small stores do not pay attention to the activities section, because it feels like looking at the participation can not reach the threshold of activities. But Taobao has a lot of activities for small and medium-sized sellers, the threshold is relatively low, if you can't reach it, look at which is not working, not enough tier or DSR score does not meet, focus on optimization. A qualified operation must be familiar with the rules of declared activities process, planning to do several times a month marketing.

Gathering sand into a tower, small activities to participate in more, naturally can accumulate some sales and weight, than the same level of competitors will have an advantage.

Six, optimize the store

1. If you are a small and medium-sized store operations, then every day must give the baby optimization, baby's title, white background map, detail page. These are good products of the internal work, the product is never the best, only better. Baby's data good or bad directly affects the free flow.

2. Knowledge of the product

I have always believed that a store should be fully aware of the product, everyone knows the selling point of their own home products, strengths and weaknesses, operation especially. Only in-depth understanding of the characteristics of the product, in order to better plan the product, you sell daily chemical class, the main ingredients of the product, the efficacy of the clear, sell home textile class, the product is cotton, polyester, or silk, textile process is what, these should be clear.

Seven, inventory control

Operation of their own stores to have a number of inventory, out of the warehouse into the warehouse should be clear, Taobao has a related inventory management software can be used, inventory of large stores can buy specialized software. Before doing activities, you have to roughly determine how much the sales of this activity, of course, this is based on data support and past operation of a large number of activities to judge. Clear inventory is to avoid two situations, one is not enough inventory, good models sell fast, do a big promotion sold out. The second is the inventory pile up, see being sold well, also large quantities of goods, or misjudgment of the market, out of season products can not be sold, resulting in a backlog. These will cause losses to the store, shipping delays affect the scoring of small things, if the pile of thousands of tens of thousands of pieces of goods, small sellers directly is the end of the disaster.

Eight, integrated management

Want to do a good job of a store, the operation alone is certainly not enough, artwork, customer service are important links. So the operation must be and artwork, customer service more to maintain good communication exchanges. Speaking of artwork is also a more bitter errand, you can not ask the United States to work out colorful white and colorful black.

As the operation, they must know some ps technology, one can be better to the artworker to make clear the requirements, the other, the artworker does not have time when a simple picture of their own can be top

I have let the beauty of the work of the picture, precise to the typographic layout, color scheme, copy, style. At the same time to find a few similar pictures to them for reference, so that not only the artwork to save time, but also as soon as possible out of the picture you want to improve efficiency.

Summary: an excellent operation must be the ability to comprehensive, good communication, strong sense of responsibility. On behalf of the operation is not as good as since the operation, is not how much difference in technology, and even some on behalf of the operation technology is better, they are poor is the time and energy invested.

If you are an operation, then there must be a sense of ownership, even if you are working for the boss. You can't exercise your skills without commitment. At the same time to rationalize their time, the operation of things are very complicated, planning to improve efficiency.

The above marketing planning needs to do more work specifically market research and marketing planning copy design. Market research includes market capacity survey, competitor analysis and channel analysis; marketing planning program design including details page design, promotional methods, writing activity planning copy and develop the rhythm of promotional activities throughout the year.

SEO promotion, that Taobao store, for example, to do the work of Taobao core ideas simulation exercise, Taobao store weight factors, individual baby optimization, category attribute optimization, keyword optimization, title optimization, baby up and down optimization, baby conversion rate optimization, Taobao customer service optimization (such as Taobao customer service response time, the degree of understanding of the relevant baby and the customer service of the basic skills). Some related activities to participate in the registration, Taobao customer, through train and other means of promotion. In short, about the store a kind of seo promotion is around the keyword search and a variety of means of publicity to SEO optimization; and on the other hand, for the promotion of the site, in the Valley, for example, we can mainly in the Baidu promotion, the main work includes the analysis of competitors similar to the Yinggu education site, Baidu webmaster tools, the use of website title and keywords optimization and in other web pages, forums and so on. optimization and adding various external links to other web pages, forums and so on.

Data analysis is the first aspect of data collection, analysis of various indicators (traffic indicators, conversion indicators, promotion indicators, service indicators, user indicators, etc.), in the process of data analysis should be based on the characteristics of the target site to clearly analyze the objectives and ideas, the use of a variety of methods (such as: comparative analysis, data distribution, split factor, funnel analysis, etc.) for data processing, to facilitate the excavation of data and mathematical statistics and regression analysis, and finally complete the data presentation and report writing.

Product experience is mainly a prerequisite to create and explore the core value of the product in the design and use of the product, highlighting the advantages of the product, so as to be able to obtain more customers.

Visual design is through the website, section pages, detail pages and products, such as visual aspects of the design, in order to highlight the style or highlight the e-commerce operations were initially defined as e-commerce platform (corporate website, forums, blogs, microblogs, stores, network stores, etc.) construction, the optimization of various search products to promote the e-commerce platform to maintain the reconstruction, expansion, as well as the network of product research and development and profitability. From the background optimization services to the market, to create the implementation of services to the market at the same time to create the market.

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

1, demand analysis and finishing

For a website operator, the most important thing is to understand the demand, on this basis, the site specific improvement proposals and programs. If necessary, but also to carry out investigation and evidence or analysis of statistics, a comprehensive assessment of the desirability of these proposals and programs.

In addition, the analysis of demand also includes the study of competitors. Study the products and services of competitors to see what changes they have made and determine if these changes are really valuable.

2, channel content construction

Channel content construction is an important part of website operation. This is a long-term accumulation process. Website content quality improvement should be the ultimate goal of the editorial staff. Many small websites, or part of a large website, website editors assume the role of website operators. Not only is responsible for the editing of information, but also to raise demand, do program and so on.

3, site planning

Including pre-market research, feasibility analysis, planning documents, business process description and so on. Planning is the key to building a website, a website, only really good planning, and ultimately a good website. According to the demand, to plan effectively. How to display article titles and content, how to place function keys, how to display advertisements, etc., all need to be reasonable and scientific planning.

4, product maintenance and improvement

Product maintenance and improvement work, including the development and change of product policy, good product packaging, improve the product experience and so on. Product improvement, in most cases, is also a matter of requirements analysis and organization.

5, effect data analysis

Effective data analysis, refers to the website is divided into phases of data analysis and collation, to guide the sustainability of the important work of operational strategy. Is based on user habits to adjust the direction of the site, analyze every detail of the network media, complete and improve the site to the user's stickiness, improve the attractiveness and site attention. Mainly through the analysis of page access records to implement, but also through the form of online questionnaires to obtain more user experience.

6, the coordination of various departments

This part of the work content, more reflective of the management role. Operations staff because of the operation of the entire site is well aware of the situation, the knowledge is relatively comprehensive, and technical staff, artwork, testing, business communication and coordination work, more by the operations staff to undertake.

As an operations staff, communication and coordination skills are essential. To deal with different professional thinking, in the process of communication, may run into a lot of incomprehension or difficult to communicate the phenomenon, is a relatively normal problem. Operations staff and technical staff to quarrel, and ultimately a simple small problem solved, this is almost always in all network companies is a relatively common phenomenon. Taobao operation has been a major problem for many sellers, because many small details are often the key factor in determining store sales. Today summarized Taobao operation need to pay attention to these principles, do not know how to do Taobao operation sellers to see it!

1: good visual presentation absolutely can not save!

We have to admit, on Taobao, there does exist a very scummy decoration, but the sale of very explosive products, but do you think you will be the one in a hundred? E-commerce shopping, can only rely on visual, which must be recognized. Especially just opened the store, people look at your decoration: no style, ragged, no desire to look down, then why should I buy your stuff. Unless your product is very advantageous, or simply close the store and go away.

But here to pay attention to a concept: not good visual presentation must be the most beautiful decoration, the best, suitable for your store's characteristics is the best. Than you sell very low unit price products, snacks, trinkets, etc., but have to store decoration, detail page design with a five-star hotel, which is not necessary.

2: a little investment in Taobao want to do well? Dream on!

In fact, you only need to think of a simple question to be able to: Taobao as a platform, is certainly to make money, Taobao money from where, certainly from the advertising costs ah. You need to stream cash, Taobao also need to stream cash. Therefore, you look at Taobao, Tmall adjustments, you will find that the free traffic to you is less and less (of course, this is also related to the fragmentation of the traffic distribution), because more and more traffic, Taobao is hoping to make him cash. For example, here: once the tofu block, last year's time had quietly turned into a "hot boss" (through car parking), which is the best position. It can be predicted that this original belongs to the free position, now started to make paid, will be more and more. So, want to do a good job Taobao, do not invest, days difficult!

3: there is a good source of goods had won 60%

This is not an exaggeration, special harsh, and special ideal. Weifang do Taobao store decoration friends must bear in mind.

4: choose courier try to choose better, do not cheap save a few dollars courier's attitude is not good, lost, broken, slow, a variety of complaints, a variety of bad reviews, the store's integrated quality score wow landing, natural search weight wow landing.

5: It is best not to drive without a license (through train)

Many car gods, there are many dazzling car skills, than on, you can see a lot of through train posts every day. We do not have to assess for the time being: you can open the through train can not make money, due to open all know, make money is not easy, the need for a very high car skills, the need for a very good product. Let's start by saying that we are all very much related to a problem: open through the car in the end can not pull up the baby's natural search weight.

You first come to think of a problem: in the natural search traffic, Taobao will prioritize what kind of baby introduced to consumers? It is very simple, it must be the most easy to deal with the baby, good conversion, high popularity and so on. Well, you go to drive, if you car skills are not good, the results of your conversion rate is particularly low, low input-output ratio, how the search engine will think: I rub, this 2B, spend money to buy traffic, are so bad, to his free traffic is not surfeit? Do you think it will give you? On the contrary, if your input-output ratio is very good, is pulling up the weight of this baby, the natural search rankings will naturally improve.

So, including driving will not pull up the baby rankings, reported activity sales have no use, Taobao will not pull up the weight, and so on these questions do not ask later, because ultimately there is no effect does not depend on you dry did not do, but depends on what kind of dry you. So, my friend asked me when I will usually be very straightforward to inform him: you car skills good? If you are not good, you should learn first, practice gradually and be cautious!

6: There is a kind of dry skills called other people's skills

Many people on the so-called dry rush, around the study, around the listening to the class, participate in the training, and some even spent more than 10,000 dollars at once to participate in a so-called bullish curricula (Taobao god to do endorsement), speak of bullish? Cowardly! Is it dry skills? It is dry skills! However, in the end, found a problem: there is a kind of dry goods skills called other people's dry goods skills.

7: Don't touch the bottom line of Taobao

People under the roof, have to bow down. Taobao is also a "rule of law society", there will be a variety of rules, do not touch these. Especially from the beginning of 14 years, if you intentionally or unintentionally touched the Taobao rules, violations, and then was charged, was complained about, was punished, then you see, your traffic fell with the Lushan waterfall, like, wow, your tears will follow the wow. Try not to fight the patience of the search engine, and try not to take chances. Change baby, SKU cheating, rampant ** and so on.

Because the Internet is constantly changing, in order to avoid letting everyone learn the wrong outdated knowledge, I united Taobao cattle, formed a group, want to learn to learn Taobao operation of the partners, you can come here to learn, this group of the beginning of the first few digits are: one seven four, the middle of the few digits are: three five nine, the last few digits are: 370, in the order of combining them up to can be found, I would like to say that unless you want to learn this area of knowledge, so that you get the opportunity to operate, if just to get together, do not come.

8: on the shelf, the first week, the first month resolution of life and death

This is the three key time nodes. Most of the small micro-entrepreneurs play Taobao time is the same: first on the shelves, waiting, no business, anxious, anxious, anxious, amend, continue no business, continue to amend.

You have to pay attention to a key center: every day on Taobao, a large number of new products, new stores, search engine for each new product, new stores have to have an assessment, but the assessment is not unlimited assessment, the assessment is certain to have an assessment period, after the assessment period, if you perform very poorly, then the guilt, unless you wash your hands of it in the future, or else want to rebound, it's too difficult.

First of all, it is on the shelves. We all think about it, there are a few people ready to do Taobao, ambitious, and then roar on the shelves of the goods, sitting and waiting for business, but the big part will be desperate. A good start is half of the victory, a super critical issue: optimization at the beginning of the shelves, a large level may determine your life and death. Including writing a title that best suits your competition, good visual presentation, good first picture, optimization of category attributes and so on. Then comes the first week. The summarized point is: the first week, no matter how you whole, broken zero, the conversion of the indicators, the indicators of the customer unit price, spiral, are really very critical. The first month. This is mainly for new stores, the first month is a critical period, if the first month of performance is not good, then later want to come up, it will be more difficult.