How to do Taobao store operation work?

Because of the huge investment in the operation of self-built independent B2C mall, but with the accurate flow of Taobao, but can save a lot of operating costs. The following dish root Tan combined with our operation of Taobao some experience to talk about how to do a good job Taobao store operations, especially how to establish Taobao operation system, the article does not talk about specific operational details and tips, but from the point of view of the integration of the system to discuss. Taobao operation first step in the development of the overall project strategy planning The old saying is good "everything is in advance, not in advance is wasted". Before officially entering the Taobao, it is important to plan, analyze the market, analyze competitors, target consumers and insight into the strengths and weaknesses of their own brands, products and businesses. Taobao provides many data analysis tools, it is easy to analyze the data, such as the total size of the industry, hot products, competitors' sales forecasts and so on. Through the analysis of these data combined with their own product advantages can establish the direction, clear thinking, clear positioning, and develop sales targets, Taobao development stages and development steps to determine the stage of team formation. After the formation of specific operational progress plan form. All the following work is based on the strategic blueprint to do the specific implementation, of course, in the specific operation process may need to be based on the actual situation to constantly optimize and adjust the original plan and objectives. Vegetable Root Tan that: only first do a good job of analysis, development of strategies and specific implementation plans, in order to division of labor, target prevention, maximize the value of resource integration. Taobao operation step two Formation of the operating team When the overall project strategic planning, the first thing is to organize resources, people, money, materials and other resources. One of the biggest problems is the team formation, talent is the core of Taobao operations, all the work plan needs to be completed through the implementation of people. Team formation, according to strategic sales targets and inputs can be large or small, and, should be in the specific operation process gradually adjusted. A complete Taobao e-commerce team consists of at least the following positions: project director, copywriting and planning, commodity operations, Taobao promotion, artwork, customer service and other personnel. Among them, if the situation permits, copywriting can also be broken down into product copywriting and communication copywriting, while commodity operation is mainly for product analysis and planning, promotional activities, such as organization, Taobao promotion specializing in the use of various Taobao tools such as through-train promotions, artwork is store decoration, product and baby page design, activity page design, etc., customer service must be to understand the product knowledge, strong sales ability, fast typing speed and understanding of the Taobao culture. Formation of the team needs to first set positions, clear job responsibilities and division of labor, and then through various forms of recruitment, people need to be trained, management and assessment. Of course, in fact, a person can also do Taobao, just need to do the positions both finished, that is a super cow talent can do professional. Warehousing and logistics belongs to the establishment of the supply chain system, not elaborated here. Another network retail on the scale of the e-commerce, supply chain management is the core competitiveness. Taobao operation step three: planning and decoration of the store Take a good name, do a good job in the application of the preliminary work, approval can officially start planning and decoration of the store. Of course, because the Taobao Mall audit work sometimes back a little longer, so most of them are synchronized, registered down, directly uploaded decoration only. Taobao store planning is actually not complicated, especially the module column program has been determined, only need to determine the content is OK. However, in fact, a store decoration planning is not so simple, beforehand, you need to analyze a large number of competitors' stores and the advantageous characteristics of their own brand, and then combined with the target audience and some of the later operational ideas to column planning. For example: many Taobao store focus on interactive communication, it will add some gangs, community columns, and the brand's history and personality is very important to focus on, there will generally be brand traceability columns. At the same time, product categorization is also a very important topic, how to divide the consumer shopping experience better, need to repeatedly test considerations, in order to come to a conclusion. After planning, it is the artwork design implementation, from the store sign, store label, home page to the product display page template, to the column brand page personality design, etc., it must be in the store under the style of good planning for visual performance. Taobao design, there is a more special requirements: lively but not cluttered, to have a shopping atmosphere, while clear and orderly. Taobao operation step four: planning and packaging products This step should be the key to operation. The conversion rate of a store is high or low, there are many factors, but the product is definitely the most important element. Product planning contains a very wide range of content and more. The first is the product line and product mix planning, marketing textbooks have a "star, golden calf, skinny dog,?" Product four elephant matrix combination planning. By the same token, do Taobao must determine a good diversion products, blocking products, profit products, follow-up products, and this is combined with product pricing, the formation of a complete width of the product and product mix, to achieve a balanced unity of hot sales and profits. For many traditional enterprises, there is also an important issue, that is, how to solve the online and offline product channel conflict. Taobao operation step 5: merchandise promotion operation merchandise promotion operation and product planning in fact complement each other, and and the next step of the promotion operation of the three components of the core of daily operations. Taobao store merchandise promotion, NaiGenTan divided into three main categories: one to participate in Taobao various promotional activities; two, planning and creative store various theme activities; three, the use of associated sales, cross-selling and other means to realize the commodities vivid, enhance user stickiness, enhance the customer unit price. These three promotional activities are interlinked, and there are many forms below, these means of combined use, you can create explosive products, to achieve sales leaps. Rookie Tan network marketing organization reminds us that promotion is only a means to an end, the purpose is to increase sales. However, at present, many Taobao stores are caught in the no promotion no sales, there is a promotion to have sales of the strange circle, mainly stores and brands lack of unique selling points and differentiation, no personality, no attraction to the unique point, the brand has no premium ability, and even more so, no fans. Taobao operation step six: promotion operation Taobao store promotion operation is actually integrated with the promotion. Taobao for sellers to gather a large number of accurate purchase traffic, as long as these traffic into customers on the line. And Taobao platform provides a lot of promotion tools and ways. For example: small and medium-sized sellers most commonly used through train, but also for example, large sellers use advertising, in addition to Taobao's product search ranking, store search ranking, more can bring a huge number of accurate customers, which need to carefully study the rules of Taobao search ranking, and then targeted optimization. The use of Taobao customer, according to the mode of sales share for Taobao store sellers to provide a network of distribution and promotion of the way, in addition to Amoy share SNS community promotion, is also a huge form of free promotion. Specifically see the chart below. It is important to note that Rookie Tan has always believed that Taobao store promotion and operation, must focus on Taobao station traffic, off-site promotion is not accurate enough, the conversion efficiency is low. Taobao operation step 7: customer service sales Customer service sales is a key link to achieve sales, a foot in the door, with a core position. Customer service sales link, you need to standardize and systematize operations from the level of job skills, business knowledge, network culture, daily management, training, etc., to achieve the sales customer service system process and reproducible. Taobao operation step 8: data analysis This will be relatively false to say, but data mining and analysis is the most obvious difference between e-commerce and traditional offline business, e-commerce data is accurate and instantaneous.