Taobao operation how to diagnose their own stores

One, positioning

1, the first thing you need to consider clearly before opening a store 3 questions: what products you have? Who are you going to sell to? What advantages do you have?

2, open store in the end is competition, you have the strength to compete with peers can be successful. For example, you are a well-known brand owners, you have a very low cost of quality sources, you have a lot of loyal fans, you have peers can not copy the exclusive resources, you have a very strong strength with peers to fight the price war, and so on, all of these may help you more quickly and successfully operate a store. If not, please see the next article.

3, if the above advantages you do not have, you can also be honest to open a bad store. At this time the most important thing is: choose relatively high quality products, sell at relatively low prices, provide relatively unique services, and often interact with customers.

4, in the end to open a what type of store? Flagship store? Specialty store? Or C-store? It can be said that each type of store has its own advantages, there can be successful, mainly depends on your product is more suitable for which type.

1) with a well-known brand resources are best suited to open the Tmall flagship store;

2) have a unique advantage of the non-famous brand is suitable for Taobao enterprise store or Taobao C store, and so become a well-known brand after the Tmall will invite you to open the flagship store;

3) the offline wholesale market is suitable for opening a boutique or a specialty store;

4) if there is no advantage, we advise you to don't open a store.

5, you need to understand your category. At first, it is best to choose your own familiar categories, choose familiar consumers, choose familiar products, so that you can more easily sell your products. If these you do not know, please do a deeper understanding of these first.

6, you need to be the first consumer of your own store. Imagine, if the products you sell in your store can not attract you to buy yourself, what reason do you have to attract other customers to buy it? So, before you open your store, find out some reasons to attract yourself to buy. This way, you can attract other customers to buy your products.

7, your store should have a story. Nowadays, the store homogenization is serious, a customer in the face of the same products and the same price of several stores, you can hardly attract him to buy in your store. If you are a store with a story, then you can draw customers closer to your distance, and then the customer is not good to make a decision when your story will help customers feel again where to buy. What is a store with a story?

1) For example, I am the founder of the Humongous Electricity, I share the experience of e-commerce operations and circle members of the story, open a store to sell cardboard tape and other e-commerce peripheral products will not be hot?

2) For example, you are a person who loves traveling, you can often share your travelogue with customers, selling outdoor sports equipment will be hot?

3) Another example is that you are a person who likes to make up, you can record some make-up videos and share them with customers, to sell major brands of cosmetics will not be hot? In fact, everyone is unique and has their own advantages, you can certainly share a unique story to your customers.

Two, customers

1, just opened the store do not take all consumers as your customers, no store can sell products to everyone.

1) when you open the store as much as possible to the customer segmentation, subdivided, research your best understanding of a group of subdivided customers what is the biggest demand, the most suitable for them to sell their products, service them well.

2) When you have a certain customer base, you will find that these customers will have more needs, and then according to their needs to find or develop new products. So gradually, your store will get bigger and bigger.

2, often interact with customers can help you a lot, the easiest way is to build a regular customer base.

1) When you are on the new product may be in the group survey of old customers favorite product, which will help you quickly determine which product may sell out.

2) When one of your best-selling products suddenly become unsold, you can survey the group of old customers not to buy the recent reasons, so that you can make the right adjustments. In fact, there are more benefits of interacting with customers, and I look forward to your discovery.

3, do anything when the first as the first customer.

1) If you think in terms of customers to consider how the store operates, you will avoid many low-level mistakes.

2) When you're making a page, you think about what images and text the customer would most like to see, and you think about what will most attract the customer to buy.

4, when you do anything you again forget that you are a customer. After you have done something according to the above article, the next thing is not to think of yourself as a customer, but to see how the customer will react. For example, you replaced a baby window image, you can observe the actual customer click rate is higher or lower; you replaced the content of the baby introduction, the actual customer conversion rate is higher or lower.

Three, the product

1, the product to consider the profit margin.

1) Do not easily sell products with low profit margins, or you will be crushed by other costs, there are profits to survive and develop.

2) Products with high profit margins do not necessarily not sell well, almost any well-known high-end brands are very high profit margins and at the same time are very best-selling.

2. The first factor that determines profitability is value, not cost. For example, the cost of Apple's cell phone and the cost of millet cell phone is not much difference, but the profit margin of Apple's cell phone is several times the millet phone. So what is the value of Apple's cell phone?

1) Good quality. Both hardware and workmanship, the quality is much better than most cell phone brands.

2) Good user experience. Whether it's the operating interface, sensitivity, or photographic effect, it's all very good.

3) Face. Using an Apple phone looks more dignified than using other phones. Because for most people, face is also a value.

3. The second factor that determines profitability is attractiveness. The higher the attractiveness, the easier it is to sell the product at a high price, and the lower the attractiveness, the harder it is to sell the product at a high price. How to improve the attractiveness?

1) Improve quality;

2) Increase functionality;

3) Improve service;

4) Offer freebies;

5) Increase brand awareness.

4. The third factor that determines profitability is cost. The higher the cost the lower the profit margin, the lower the cost the higher the profit margin. Ways to reduce costs are:

1) looking for more upstream sources;

2) buying in large quantities;

3) using part-time employees for some of the work, such as design;

4) moving into an incubator can save on rent.

5. The fourth factor that determines profitability is competition. The greater the competition, the more likely to have a price war resulting in low profit margins, the smaller the competition, the more likely to have high profit margins. It is difficult to avoid competition in the e-commerce industry, how to deal with competition please see the following section.

6, the operation of a store must have more than one pop-up, pop-up is the performance of the competitiveness of the product, but also the performance of the store's operating ability. How to create a pop-up:

1) Understand the needs of the customer base;

2) Improve the value of the product;

3) Improve the attractiveness of the page;

4) Optimize the title of the baby;

5) Moderate amount of brushing and optimize the evaluation;

6) Notify the old customers to buy through the CRM system or drill show;

7) Through the through-train or drill show. p>7) bring a certain amount of accurate traffic through the through train, drill show, etc.

8) give more sales to the pop-ups through the store associated recommendations;

9) improve keyword rankings to increase more natural traffic;

10) sign up for bargains and other high-quality activities to bring more sales;

11) analyze the sources of traffic and improve the conversion rate of higher Traffic sources;

12) maintain a slightly higher traffic and sales than peers for a long time in order to make a long-term explosive.

13) Create more pop-ups in the same way and make affiliate sales.

7, store size to expand the product categories, so you can quickly increase the unit price and repurchase rate. For example: the store did not have much traffic at the beginning, through a very long time to make a pants into a hit, this time every day there may be thousands of people or even tens of thousands of people into the store; more people naturally increased demand, this time a part of the people need a sweater you can increase the sweater, a part of the people need shoes you can increase the shoes; more and more commodities, a hit led to a lot of sales of other commodities; The more sales, the more demand, the more categories can be expanded; time is long, maybe your store also sells cosmetics, also sell snacks and so on. But remember, do not blindly expand categories when the flow is low, because at this time the human, material and financial resources are difficult to reach, but will be counterproductive.

Fourth, operation

1, the first core of the operation is the conversion rate. Ways to improve the conversion rate are:

1) improve the attractiveness of the product, can be considered from the product pricing, page description, giveaways, added value, etc.;

2) improve the aesthetics of the page;

3) to improve the sales of the product, do not appear in the 0 sales of the product;

4) to improve the quantity and quality of positive reviews, reduce the bad reviews;

5) Attract accurate traffic;

6) Interact more with customers;

7) Improve customer service chat skills.

2, there is a small trick that allows customers to get into the habit of visiting the store: fixed one day a week for the members of the day, the day of a certain baby buy X to send X. The benefits of doing so are:

1) so that loyal customers get into the habit of visiting the store;

2) can be relatively easy to create a pop-up, and to drive the flow of the whole store;

3) to deal with the lagging products or clear inventory.

3, the store to attract the more accurate traffic the better. Can make the traffic more accurate methods:

1) determine the positioning of the store and products, focusing on precise potential customers to do publicity, for example, you sell high-end products, as far as possible in the promotion of the high consumption level of the crowd publicity.

2) analyze the traffic map of the business staff to find out which traffic source has a high conversion rate, and improve the conversion rate of high traffic while reducing the conversion rate of low traffic.

4, the rhythm of operation The closer the link between store activities and promotion, the better. For example: first through the old customers or drill show test models, measured a click rate and conversion rate is relatively high baby; and then through the brush single to generate some basic sales and quality evaluation; the next promotion of the old customers, with the increase in sales to participate in bargains, daily specials, Taobao and other activities, and paid promotion; and then occupy the natural rankings and sales of the sorting of the position, the introduction of more free traffic Finally, through paid promotion, activities and other ways to maintain sales continue to occupy the natural rankings and sales sorting better position, become a long-term explosive.

5, the second core of the operation is the flow. Improve the flow of methods are:

1) paid promotion is the most direct source of traffic, in the ROI controllable range as much as possible to improve the strength of paid promotion, under normal circumstances, paid promotion to bring how much traffic natural search will bring how much traffic;

2) to participate in the activities can bring more free traffic to the store, but we need to pay attention to participate in more high-quality activities to avoid poor-quality activities to avoid bringing poor-quality stores! The activities in order to avoid the store to bring poor quality traffic triggered by bad reviews and low DSR scores.

3) to improve the natural search traffic is the most critical keyword competition, the main factors affecting keyword competition is the product sales, DSR dynamic score, positive feedback, these three points do a good job of natural traffic will not be bad.

6, to improve the store DSR dynamic rating and favorable rate of the core is to improve customer satisfaction. Improvement methods are:

1) product quality;

2) shipping speed;

3) shopping experience;

4) customer service response in a timely manner and good attitude;

5) after-sales problems are properly handled;

6) gifts more or better to surprise customers;

7, customer reviews should be frequently Pay attention, because from the average customer can see a lot of problems, such as product problems, logistics problems, customer service problems and so on. For these problems to make reasonable adjustments, can improve customer satisfaction.

If you sincerely want to develop in this area, at first you need to enter these: one-nine-six, next to your eyes is: zero-six-four, the last group is: nine-zero. In accordance with the order of splicing up, here every day will share this knowledge, you will find, what is called bull, called losers, what is called the frog at the bottom of the well.

1, the core of the promotion is the click-through rate. Why should we improve the click-through rate of paid promotion?

1) the higher the click rate of the crowd means that the higher the demand, the greater the possibility of eventual purchase;

2) the higher the click rate of the through train, the higher the quality score will be, thus reducing the click unit price;

3) the higher the click rate of the drill show, the lower the click unit price.

2, how to improve the click rate?

1) Take yourself as a real customer, envision what elements are most attractive to customers? Is it quality, price, brand or something else?

2) Distill the elements that attract customers into images and copy, do side-by-side testing, and ultimately select promotional material with a high click-through rate.

3) in the sales process, through the customer service chat and customer comments after shopping to refine the elements of the current more attractive to customers, the same way to do horizontal testing, selected high click-through rate of the promotional material.

4) in the process of promoting the observation of different plans of the click rate, and then increase the click rate of the higher plans of the bid and budget, while lowering the click rate of the lower plans of the bid and budget, so that you can from the overall increase in the click rate.

3. The higher the value of store visitors, the better. How to increase the value of visitors?

1) Increase the customer unit price;

2) Increase the conversion rate;

3) Increase the repurchase rate.

4, the lower the cost of store visitors, the better. How to reduce the cost of visitors?

1) Increase free traffic;

2) Improve the click-through rate of paid promotion;

3) Reduce the click-through unit price of paid promotion.

5, traffic costs are getting more expensive how to do? The answer is:

1) in the existing product based on the expansion of product categories, increase the unit price;

2) through the increase of gift boxes, giveaways or additional value, etc., to improve the conversion rate;

3) through the maintenance of the old customers, increase the rate of repurchase.

Six, customer service

1, customer service response time, typing speed, familiarity with the product is the most basic customer service skills to master, if these skills are not mastered, please spend some effort to do your homework, so that you can avoid some of the basic problems.

2, the customer service of the most core responsibility is to guide customers to order, follow up after-sales issues, dealing with bad reviews and so on. Conditional stores can arrange for specialists to follow up on after-sales issues and deal with poor reviews. After-sales customer service need to pay attention to a few points:

1) from the moment the customer photographed to start working, observe the customer there is no message, there are no special requirements for shipping, reasonable requirements as far as possible to meet, this is the first step to improve customer satisfaction, if there is a problem and then want to recover on the late;

2) remind the warehouse to ship as soon as possible and follow up on the logistics abnormalities! Orders, problems as soon as possible to contact the logistics company to solve, and timely notification of customers to pay attention to and apologize;

3) customer acceptance of goods if there are problems with customer service feedback, be sure to follow up in a timely manner and as soon as possible to help customers solve the problem, if it is because of the product or the logistics of the reasons for the loss of the customer should be as soon as possible to give the customer a satisfactory solution to the compensation program, the only purpose at this time is to make the customer satisfied. To do these points, basically store DSR score will be higher than peers, bad reviews will be less.

3, to do the above points will still be able to appear in some of the bad reviews, because the bad reviews are difficult to avoid, so it is recommended to order a bad review reminder of the software, so that you can get a reminder in the first time, this time to contact the customer's communication efficiency is the highest. Communicate with the customer, you should understand clearly why the customer will give a bad review, and as far as possible to give compensation to make it satisfied, and then ask the customer to modify the bad review will be much easier. According to my experience, direct cash back is the most effective way to solve the problem, you can give the customer a reasonable amount of compensation at first, if the customer is still not satisfied, you can increase the amount of compensation. For most customers, after giving reasonable compensation basically will help to modify the bad reviews.

4, but there may still be individual buyers, no matter how you explain and compensation are not willing to modify the evaluation. This time how to do it? This time can only give customers back to the review, but must pay attention to the skills of the review, the review does not have to fight with the customer, there is no need to over-explain, and should think about other customers to see how this evaluation will think? Other customers see what kind of review will increase the good impression of the store? Around this idea to comment back will even get unexpected results. For example, so back to comment: see your comments above we feel very shocked, because we have been committed to letting every customer can buy the goods they want, even if there is a little dissatisfaction we feel sorry for so many trust our friends. If you feel a little dissatisfied in this shopping, please send back the goods, we promise that when you send back the moment we will immediately send you back, and give you some small gifts as compensation, at the same time back and forth postage are borne by us, will not allow you to have any loss, because all customers are satisfied with our pursuit. Please bear with us for any inconvenience caused!

Seven, competition

1, the store how to deal with peer competition? The answer is: to improve their store's profitability, click-through rate, conversion rate. The reasons are as follows:

1) Improving profit margins allows your store to make a little more money than your peers for each completed order.

2) Improving click-through rate can make your store get more visitors at a lower cost.

3) Increasing the conversion rate allows more of your store's visitors to become customers.

2) Increasing the value of visitors to your store can also increase your competitiveness. Because the greater the competition the higher the cost of acquiring visitors will be, this is something you can not change, but for all stores, the difference in the cost of obtaining visitors will not be too big, but if a visitor comes to your store can generate more sales than other stores, then in the same traffic costs your store sales will be higher, and profits will be higher. How can you increase the value of visitors to your store?

1) improve the attractiveness of the product, thus increasing the conversion rate, you can make more visitors become your customers;

2) around the needs of customers to expand the product categories, and do a good job of associated sales, increase the price of the customer unit;

3) grasp the customer's frequency of shopping and the rhythm of the activities, and when appropriate, through the CRM system, drilling show, WeChat and other channels to contact consumers, to improve the repurchase rate. Improve the repurchase rate. These points are good, your visitor value will increase a lot, the competitiveness is naturally stronger.

3, any industry, most of the profits belong to the industry's first, behind can only drink some soup. So how to become the industry first? The answer is: subvert the existing industry or cultivate a niche industry.

1) subvert an industry is more difficult, but each industry is constantly being subverted. For example, Nokia was so powerful back then, but it was subverted by Apple's cell phone, so Apple's cell phone became the number one in the industry. Disrupting an industry requires a full understanding of the needs of the customers in that industry and then giving better solutions.

2) If you can't directly disrupt an industry in the short term, you can segment your customers, provide better solutions around a certain segment of the population, and become the number one in that segment. When the customers in this segment are very satisfied, you can expand to a wider range of people.

Eight, data analysis

1, all the problems of the store can be analyzed from the data, from the data allows you to find the key to the problem, and make timely adjustments.

2, "payment conversion rate" is the store's most core data, no conversion rate of all other things are unavoidable. 1) "Payment conversion rate" to be greater than "peer average", "Payment conversion rate" to be greater than "peer average", "Payment conversion rate" to be greater than "peer average", "Payment conversion rate" to be greater than "peer average". The conversion rate is determined by the specific commodity "payment conversion rate", want to improve the store "payment conversion rate" should first improve the specific commodity "payment conversion rate".

3) When a product's "payment conversion rate" rises, the attractiveness of the product increases, and at this time more traffic should be given to generate more sales, and analyze whether the reasons for the increase in "payment conversion rate" can be applied to other products.

4) When a product's "payment conversion rate" drops, analyze the reasons for the drop and make corresponding adjustments to see if the product's "payment conversion rate" can be increased, and if, after much effort, it still cannot be increased, then the product's "payment conversion rate" can be lowered. If after a lot of effort it is still not possible to improve the flow of this commodity and direct the flow to the "payment conversion rate" of higher commodities.

3, first improve the "payment conversion rate" and then improve the "number of visitors", will get twice the result with half the effort. Analyze the "number of visitors" is the most important to analyze the "traffic source", analyze the "number" of different sources of traffic and "payment conversion rate "to find out" payment conversion rate "higher traffic sources and find ways to improve, not only can improve the" number of visitors "can also improve the overall" payment conversion rate "

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4, "unit price" of the promotion of commodity unit price and related sales.

1) in the same flow, as far as possible to direct traffic to the "high unit price" and "high conversion rate" of goods, and reduce the "unit price" and "low conversion rate" of goods. "low conversion rate" of the flow of goods, which can directly increase sales and customer unit price.

2) Optimize the baby introduction, marketing activities, full gift rules, customer service, etc., as far as possible from the customer's needs to attract customers to buy more babies, the more you buy, the higher the unit price.

5, "DSR dynamic score" is feedback product satisfaction, logistics satisfaction, customer service satisfaction indicators, which is feedback customer satisfaction data.

1) Although it is 3 scoring indicators, it is not independent. Improvement of any one of the indicators can promote the improvement of the 3 scores, because in the customer is not satisfied with one aspect of the other scores will not give high.

2) The quality of goods, logistics speed, customer service is the most basic requirements, do a good job of these three points "DSR dynamic score" is generally not too bad.

3) Give customers extra gifts and surprises can improve customer satisfaction, thus improving the "DSR dynamic score".

4) For large stores, if there are a large number of pre-sale orders during the double 11 and other promotions, you can pay the final payment before the pre-delivery, the specific method is to filter out the orders of the city, in the customer to pay the final payment before the early delivery to the city, when the customer pays the final payment after the courier to deliver immediately, so the logistics speed, the customer is not satisfied with the impossible.

6, involving the store data is very much, limited to space is not explained one by one. When you encounter a data when thinking about what the nature of the data, and then think about how to optimize these data.

7, and finally to pay attention to, sometimes the data is wrong. For example, the pre-sale goods "payment conversion rate" is 0, how to determine the real conversion rate of goods? The answer is to refer to the "order conversion rate" or direct manual statistics pre-sale orders and then divided by the number of visitors. Other similar cases can be analyzed on a case-by-case basis, and the data seen in the background of the store is only valid in a reasonable scenario.

Because the Internet is constantly changing, the operation is simply the ancient military division. The army is big, that is Zhou Yu Zhuge, the army is small, that is the dog's head military division, dog legs master class. Give the boss a kind of advice. The so-called operation is the total management of all store operations, responsible for store sales. There are no definite boundaries on the work, the operation of the small team even need to help the warehouse packing, the operation of the large team even need to confirm the positioning of the product. Operation is not promotion, promotion needs to do is data records, data analysis, activity baby, sales maintenance, etc., operation is on this basis to do more.