What skills do novices need to do e-commerce?

There are always people who only see the excitement of e-commerce. Before they knew how to do e-commerce, they used start-up funds to distribute goods and make shops. In the end, it is common to draw water with nothing in a bamboo basket, and it is also common to draw water with nothing in hundreds of thousands of millions.

2020 is no longer the traditional idea of opening a store. There should be a clear overall plan for the operation of the store, and it should be implemented firmly and orderly according to the objectives in the later stage. Therefore, there must be clear aspects, mainly including analyzing products and markets, making promotion plans, digital operation and daily marketing planning.

I. Business core

The sales ability of a store is related to many factors, but the product is an important determinant. During the operation of Tmall, products are promoted and drained through various technologies, such as through train, super recommendation, platform activities, micro-amoy and fan operation. And show our products to the target group. Buyers will be interested when they see our products. After all kinds of comparisons, they finally made a deal. This is a complete process, but in this process, the most important thing is.

Second, the store positioning

Many shops have made serious mistakes. At first, they turned the store into a grocery store, selling all kinds of goods. Products are sold to men, women and children. Without clear positioning, the mechanism of thousands of people cannot match the crowd for accurate exposure. In addition, products cannot be closely presented with core selling points. After all, different people have different pursuits for the same product. You can think about whether there is a leap in your spending power five years ago and now. Do you have different pursuits for similar shopping after different spending power?

In the process of store positioning, we should start with the idea of "small" and give priority to determining whether our store should be a group of college students in the face of subdivided people and vertical categories. White collar? Or high-end consumers? This directly determines the later product pricing and operation mode. The e-commerce platform does not lack products. What is lacking is the ability to grasp the market's preference for products, as well as the pre-sale guarantee and high-quality after-sales service for products.

Products are the basis of operation, people often say that "a clever woman can't cook without rice", and the whole stage of store operation always needs to face product planning and product selection. Whether the product is accurately grasped has a decisive influence on whether the store can get on the right track and make profits. No matter how clever the promotion means are, it is useless to match the messy product structure.

Determine the market positioning of products, and plan the product system, update frequency, product marketing means and promotion scheme of the store according to the preferences of the target population. At the same time, it also determines the overall visual presentation direction of the store, including the visual styles such as store brand design, product detail page design, store page design and product packaging design, which is the embodiment of "beauty". Therefore, operators need to establish a "user-centered" culture from all aspects of product design, research and development, presentation, price, communication and service, so that users can participate, give users experience and take them to play, and mechanical shelves, decoration and discounts will be abandoned by users sooner or later.

The pictures in the shop are the carrier of visual thinking, and even the best design and planning are not presented to consumers, and the expected banknotes cannot be obtained. In the process of consumers from passers-by to point meal, various pictures play different roles. The main picture is responsible for attracting target people to click and attract them into the store; Detailed maps and videos allow consumers to fully understand and place orders for purchase; In other words, the pictures in the store present these contents not because we want to see them, but because consumers like to see them, so the operation guides the artists to design what they want the buyers to see. In short, buyers can see what they want from our page and get the information they want from this page to meet the basic needs of buyers. This is the qualified visual design.

Third, make a promotion plan.

After the products and visual structure in the store are in place, it is time for drainage. At present, the main drainage methods of Amoy Department are activities, through trains, drilling exhibitions, Amoy customers, super recommendation, SNS and CRM. However, when different stores implement similar means, the practices are quite different. What is said here is that many agency operating companies hold so-called success stories when talking about cooperation, and they can't get any improvement after taking over the store. That's because every link depends on the store, and it is impossible to copy it successfully.

Some shops use through trains for drainage, some use drilling exhibitions, some use old customers, some use SNS, and some use third parties, but no matter which promotion method is used, it is the channel for their products to contact buyers. From the operational point of view, all promotion methods can only be selected according to their own conditions.