E-commerce operations need to pay attention to a few points?

One, positioning the market

Positioning the market is the perspective of the product to be positioned. Everyone has their own unique view of the selection of products, can not be cloudy, not to blindly believe the data.

The direction of product selection, to obtain the core of the flow, you need to seize:

1, market analysis (search heat, industry, brand strategy, product conversion)

Generally, we combined with the Business Intelligence market analysis, the search term query we want to select the core attributes of the product category words, integrated search popularity, click-through rate, as well as through-traffic analysis of the keyword industry conversion rates To do comparison, the general search popularity, click-through rate and industry conversion rate of such products can be listed as the focus to be placed in the industry of the selected products.

However, the best products also need to analyze our customer base, brand positioning, if we focus on brand operations, we have to focus on shaping the product image, promotional costs and layout must be in place, which categories sell well, high profits, according to the industry data, product attributes, as well as the industry's broader picture of the development of the correct promotion strategy.

2. Audience crowd

Any product has a corresponding buyer population, including male and female groups, after selecting a good product, we combined with the Business Intelligence crowd portrait analysis of the buyer's gender, the main purchasing age group, purchasing levels and occupations accounted for the proportion of the amount of consumption and so on, according to our consumer population to determine a good target population and turnover of the population in the through-train main promotional section of the custom crowd. Customized crowd inside the correct match our crowd, including gender + age group + category pen unit price + other. This piece of the crowd must be accurate, late to pull to the large flow and high weight, through train drive natural search to make a good padding.

Two, check the data

Check the data include a wide range of data, including the main picture data, details data, product data, customer data, market data, promotion data, seo data and so on. As an e-commerce operator, these data should not only be clear about their exact meaning, but also the meaning of the application of these data.

Because the store is a whole, any part of the data problem will reflect some problems. And what the operation has to do is to summarize the observed data and draw conclusions based on the data to provide support for the next optimization solution. For example, the store traffic rise and decline, if we do not analyze the reasons, then we can not avoid making similar mistakes in the future, not to mention the ability to improve our operations.

Three, diagnosis of the store

Diagnosis of the scope of the store is also relatively wide, including visitor trends, product sales, marketing strategy, promotion effect, activity performance. Not only do we need to have the ability to analyze data, it is more important to have a clear idea, we have to learn from some traces of insight store problems.

Through a multi-dimensional analysis of the store foundation and status quo understanding, we know the situation of the store, we know the weaknesses and shortcomings of the store, but also for us to further improve and perfect the store operation, improve the favorable reference judgment, according to the diagnosis of the optimization of operational capacity, on the action proposals to improve the store operation ability, further enhance the store is the final result of our diagnosis of the store. The comparison of the data results makes the core of our store diagnosis.

Four, the layout of the product

Products are regularly new or a one-time layout is good? The product is the whole store to promote or focus on building? The product is each for the war or combined? The product pricing is the lower the better or take the high-end route? These are the operation needs to seriously think about the problem. Regularly on the new need to have a good supply chain, a one-time layout of the product is the practice of small sellers, of course, the follow-up selection and focus on building is the real test.

Once there is a tendency to burst, we must focus all the resources of the store to promote, once the burst molding, we must consider whether it is possible to do the correlation with the other products to drive the only way the store can continue to grow. As for pricing, to start with the crowd positioning. Always remember that even the most expensive things are cheap, and even the cheapest things are expensive, and will be very picky.

Fifth, control the overall situation

Operation is not only the executor, many times is actually a coordinator, need to have more aspects of the ability. For example, the artisan has no operational ideas, and operations need to do is the idea or program accurately expressed to the artisan, rather than directly to the artisan to make pictures or do details, in turn, then to a variety of nitpicking or dissatisfaction to blame; for example, due to the change in marketing strategy, the artisan to change the main picture, and customer service did not modify the response to the strategy in a timely manner, it is very easy to cause the team to conflict. At this time, the operation is a global control helmsman, need to coordinate the functions of various departments, try to do zero error.

Six, dig selling point

Selling point digging in fact is also built on the crowd positioning, only positioning the crowd, in order to accurately tap the selling point and reasonable expression to the precise consumer crowd. As an example, for example, I want to do women's shower gel, and found a very relevant to my goods quality keywords called "shower gel long-lasting fragrance whitening", then you say my next step how to design my main picture and details? I'm bound to use the two core selling points of fragrance and whitening in my main picture and details, and can use the form of before and after comparison to show it very intuitively. Of course, the operation does not have to be able to design, but digging out the selling points and guidance to the artisan's work must be done.

Seven, summarize the data

The key to the operation must be the data, the data is a direct reflection of the store's indicators, in order to see the problem, to see the end of the road, we must learn to summarize the analysis of the data ability. In addition to the summary data directly look at the business staff and other tools of the report, their own form and regular summary is also very necessary. For example: resource summary table, the whole store operation data summary table, store activities sales results report table and so on. These need to be in the process of opening their own store step by step accumulation, and the formation of their own style and skills.

Of course, the ability to operate is not just the 7, but these 7 is the ability to operate must have, in the 7 do a good job on the basis of continuous learning, continuous honing, which has so that we can really become an industry bull!