What are the basic common sense of e-commerce operation?

The same is true for the operation and management of e-commerce, and both need to do things well from beginning to end. In fact, e-commerce operation is also the work of managing e-commerce. Excellent e-commerce operation managers must formulate the framework and direction of e-commerce operation and grasp the details, because the framework is also composed of many details. Generally speaking, e-commerce operation is to formulate strategies and layout tactics for e-commerce.

At present, e-commerce can be divided into buying and selling mode and platform mode. The so-called buying and selling model is also a self-operated category. The platform mode is to build your own platform and introduce brands or Taobao stores, including B2C and C2C. The buying and selling mode needs efficiency, including product selection and cost control, choosing the right category to cut in, and improving the price advantage by reducing the cost. This requires the product selection team and upstream suppliers to be strong enough in bargaining power, inventory management ability, operational efficiency and even logistics control ability. It is characterized by a heavy platform, high requirements for the above teams, and stronger ability to control the process.

Under the platform mode, according to the profit model, it can be divided into two ways represented by Taobao and Tmall. Taobao makes a profit through advertising space, while Tmall relies on rent+commission. The key to the success of the platform model lies in the flow, just like doing commercial real estate, building a wanda plaza, attracting investment, and charging rent+commission. As long as customers come, the rest is revenue. The mode is relatively light.

One judgment is that market-oriented e-commerce (C2C) such as Taobao and purchasing websites is only in a transitional state, and finally a more standardized and better shopping experience will be completed in a B2C e-commerce based on shopping malls. This is the trend, so the current purchasing Haitao website will inevitably transform in the long run, so it can also be seen why many C2C websites have to move closer to B2C.

Shopping guide website

The drainage of online e-commerce is in the form of CPS, CPC or pure rent. For example, what is worth buying, adjustment, 20% discount, pocket shopping.

Portraits of users: sophomores, newcomers in the workplace, white-collar workers with price sensitivity for 3-8 years, and young people in third-and fourth-tier cities and towns (goods with price sensitivity and medium unit price above, enough to cover logistics costs).

A judgment, the shopping guide website is profitable by selling traffic. In this mode, the ceiling of profit is not high, so we can see that what is worth buying is the expansion of categories, and everyone starts to sell air tickets and accommodation. This is a horizontal expansion at the category level, but the horizontal attempt of the model has not yet seen any shopping guide website relying on self-operated categories, and strategic cooperation with shopping malls is a good choice.

group-buying website

Offline traffic collection and distribution station, expand the consumption radius of offline entities and expand the offline drainage mode. Meituan directly starts from consumption, and public comments cut into consumption from comments.

The ability that e-commerce operation managers should have.

(1) Learning ability, e-commerce operators should have strong learning ability, so that the team they manage can make progress anyway.

(2) Analytical ability. E-commerce operations need to analyze competitors, analyze markets and analyze e-commerce operation data, all of which require strong analytical ability.

(3) management ability. Without effective management, even with a good team, it is difficult to play its real value.

(4) Execution, the execution of e-commerce operators can directly affect the operation and development of stores and the work efficiency of the team.

(5) Decision-making ability, the final decision of e-commerce operators can completely change the fate of a store. Therefore, e-commerce operators must have excellent decision-making ability.

Matters needing attention in e-commerce operation

(1) Analyze and sort out the market demand. For the managers of a company, the most important thing is to understand the market demand, and then put forward corresponding improvement suggestions and schemes on this basis, and discuss and analyze these suggestions and schemes to finally determine whether they are feasible. In addition, when necessary, the managers of e-commerce companies should also conduct some investigation and evidence collection, analysis and statistics, and then comprehensively evaluate the feasibility of these suggestions and programs.

(2) Marketing planning. Marketing planning includes pre-market research, feasibility analysis, editing and planning copy, explaining business process content, etc. Generally speaking, planning is the key factor in the early stage of operation, because only by planning a specific marketing plan can we finally have a good result, and the early planning will also involve many online and offline market factors, so we need to plan very effectively according to actual needs. For example, how to display the title and content of the product, how to place function keys, how to arrange layout, how to write a copy, how to match colors, how to display words and advertisements, etc. , we need to make a reasonable plan.