What are the operating modes of Taobao stores?

We all know that Taobao is now a fully mature online shopping platform. Taobao has brought us a lot of convenience. It has lost its traditional shopping mode. Now we can buy all kinds of goods from all over the country online without leaving home. This sales model is very popular with sellers, but there is also great natural competition. If we don't take care of our stores properly, we won't have any sales revenue. So today we will tell you about the operation mode of Taobao shop.

Taobao shop operation mode Taobao operation brush strange upgrade road (the following content is purely fabricated, if there is a coincidence, it is purely the same) 1. Promotion stage. 2. Store management stage. 3. Product and market stage. 4. Be your own boss. 1. Natural search optimization in the promotion stage, I think, should be the first lesson for all operators to get started, just like "hello world" by programmers, holding the form given by operators every day, going to find the old customers in WeChat, "Dear ~ This is an activity for old customers ~ Do you need it". Then I slowly got to know the principle of search, and began to do it myself, referring to competing products to set up various data and indicators. This process actually takes a lot of time. At the beginning of this step, the methods used were also stupid, and the activities and processes were very complicated. This strange wave has been brushed repeatedly for several months. In this process, I will basically understand how a product generates natural traffic, understand keywords, understand the main channels of Taobao traffic, and their transformation, and also understand a little simple competition analysis. After the through train brushed the first wave of monsters, it began to engage in through trains. First understand the weight, quality score and operation of the through train. Add words, starting with a word, choose one word at a time, and at the end of the word list, all words are added. Bidding, from the initial entanglement of how to bid, how much is appropriate, to the final 200 words unified bidding. The crowd, at first, everyone was very entangled. Do you want to combine, do you want to choose this, and how much premium is appropriate. In the end, it will become a fixed operation, and you will know which groups to choose at a premium by looking at the products. Operationally, from 10: 20, we opened the backstage of the through train to have a look, and then we couldn't help but adjust the price. Look at the latest 1 day. In this process, if the boss has money, he will burn it for you. If someone takes it, it will cost one or two million yuan in half a year. If the through train makes more products, the driving skills will be basically OK. Then I will have a deeper understanding of keywords, some concepts about people, understand how important click-through rate is to a link, understand some data dimensions of product judgment, and know how to judge whether a paragraph is good or not. My other article about the through train: Metolasky: Actually, the through train won't explode. Rhythm rhythm is very important for making a shop and a link. For example, two waves of monsters brushed in front, natural search, through train. It is often seen that someone throws away the data of the product and only looks at the data of the through train. For example, how much PPC should the through train reach, how much ROI should it reach, and how should the data of the through train be adjusted? In fact, I only care about the overall ROI of my link. In the store, how much did this link sell and spend?

Moreover, when you only look at the data from the perspective of natural search and through train, you can't grasp the rhythm. For example, you can't grasp when a link should lose money and how much it loses every day. When and what kind of data feedback can continuously increase the advertising budget? What kind of data feedback has almost reached the bottleneck, and no additional advertisements are added. Especially for seasonal products, the rhythm is particularly important, which may be about one week to ten days. Therefore, when brushing the first two waves of monsters, we should think more, think more, ask more questions, why should we pull it up at this time, and make a judgment based on what. Learn more and study more. Don't just execute. Brush the first two waves several times like this, and the whole rhythm will feel a little. Based on this, there are operations to support you and take you to brush several waves of monsters in the first two levels repeatedly, and then your own brain will have an epiphany and ponder over the tricks and styles that the operation has taught you. You already have the following skills: natural search, through train, money measurement, data analysis, money explosion. At this time, you already have the promotion skills, and the promotion skills are almost 6-7 (full level 10), and then you start to brush the next wave of monsters and operate some things. 2. Store management stage At this time, the boss saw that you did a good job last year, made rapid progress, and intended to be promoted. I'll give you a shop for you to operate independently, with two customers, 1 artist, and you'll also be upgraded to a public company of operation, warehouse and photography. Go to work every morning to check the store, see yesterday's store traffic, sales volume, conversion rate, additional purchases, advertising fees, traffic volume, sales volume, conversion rate, additional purchases and advertising fees of several explosions, and then make a table. Take a look at the through train. After-sales situation, delivery situation. Xiaohong, your first reaction time was the longest yesterday. Give some strength today. Xiao Fang, why are there only so many conversions in your inquiry yesterday? Today, several products are returned for no reason except 7 days. Please call one of you to solve the problem. Two of them are more troublesome after sale. Forget it, lose money, you call the customer to negotiate. You two have been making money these days. As long as someone asks, you have to make a deal, even if you lose money, you can sell it. What matters is the conversion rate. I'm still single in my twenties, and I'm still alive at my first kiss. In summer, the air in the office is filled with the smell of hormones, and the glistening thighs of several customer service staff shake in front of your eyes from time to time. You can't control your restless heart, so you start flirting with customer service and teasing this and that. It's over after a while, the customer service efficiency is not strong, and the boss starts to fuck you. Then you started to fuck customer service, but you found that the customer service was a little disobedient at first. The customer service thought, "Now is not the time for you to stare at my mother's thighs and lick them. My mother was playing with you at that time. Would you like to come and lick me? " what can I do? I bought a hibiscus king and two bottles of Erguotou in the evening. I took your operation before consulting and began to learn the production performance. Since then, your management has been streamlined and standardized. Spent a few days doing customer service performance system, customer service training materials, customer service workflow, weekly meeting content. Customer service performance system, learn to make radar chart, compare customer service performance with inquiry conversion, sales, refund rate, question-and-answer ratio, customer number and customer unit price in radar chart, and set corresponding weights. Fucking customer service once a morning, once a week.

Customer service training materials, there is a new customer service today. Come on, little sister, this is the product information, including product classification, explosion models and key products. Corresponding to the attributes, functions and uses of each product. There are also the most frequently asked questions of each product customer. I studied product knowledge four days ago, and the warehouse is upstairs. In these four days, you should be familiar with the products first, and then we will take the exam. Go to work to seduce customers after the exam, and continue to soak in the warehouse after the exam. Customer service workflow, standard customer service workflow, 1. Pick up the customer first (say hello like XXX, like XXX). 2. Lick the customer again and be a loyal dog licking customer. If you can reply to a message, you must reply to 2-3 messages. Ask him what he needs and help him solve it. Just imagine the customer as Eddie Peng Yuyan Yuyan and lick him hard. 3. According to the products he bought, recommend other products to him, just give him a routine, and say that there are activities, which is very favorable, right? The contents of the weekly meeting, with the weekly customer service report, go to customer service one by one. Are there any new customer frequently asked questions that need to be counted in the table this week? Holding a chat spot check: "Is it so cold to chat with Eddie Peng Yuyan Swift?" Case "XX, a young lady, is very funny to customers. Let's see how she moves customers' hearts. "A-mei, Diao artist, you did a good job in this painting, but there is no skeleton. Customers should not only look at pictures, but also look at information. Your information is too confusing. You see, the information of this detail is very well expressed, with clear logic and clear information. You copy his information expression first, and his whole detail page conveys several messages to the customer. How is each picture represented? The information expression logic of the whole detail is written on paper. Then find one of our products and try to write the logic of the whole detail. A-mei, your selling point is a little messy. What is the biggest selling point of our product? What advantages do we have compared with our peers and what value can we bring to our customers? Yes, express the biggest selling point first and then the details. Ah mui, you need to change these five main drawings into smaller versions with details. A-mei, did the poster for the promotion come out? Have the details of the promotion changed? Um ... where are the details of this product? Mei, the car is not well painted. Please do something more. Here, I'll give you some pictures for your reference. In the future, every product will make several car drawings like this. Not yet? You go to the photography department and ask him to take such a picture of you. Why is ah mui's car map not enough? Let's enlarge it. A car map with a click-through rate of 6% will get a bonus of 1000 yuan, and a car map with a click-through rate of 8% will get a bonus of 2,000 yuan. A few days later, I found that you didn't have to rush me, so A-mei chased after your idea of asking for a car map. Uncle Diao Cang, I had a few yesterday. Why can't I get out? Uncle, why did you send this goods wrong? Uncle, help me sort out the goods. How to prepare the goods in advance, how many days can the boss do it? How many pieces of goods should be prepared and how many pieces should be prepared for each SKU. Ah ~ double11double12, report to the boss how many goods each product is prepared x days in advance. Huh? Return the wrong goods, exchange the wrong goods, what? The goods are in short supply and have not arrived yet. .......... should rearrange the process of returning goods and the process of exchanging goods. Don't come to me, I'm busy. I can't, boss. The warehouse here is so troublesome. Why don't we set up a warehouse management department? A person is a little nervous and excited to prepare a store's double 1 1. The boss asked you for a plan, but you couldn't, so you bought a hibiscus king and two bottles of Erguotou. I'll take your operation first and then ask.

How to estimate the estimated sales? The store is newly opened this year, and there is no data at all. Yes, referring to the data of other stores in the company, as well as the data of peers, as well as the recent trend of stores, and referring to the increase of the market in previous years, and considering the influence of store activities and preheating cycle, I reported a sales amount to my boss. (in fact, it is not allowed in the end). I keep the goods in the warehouse. According to the estimated sales, combined with the trend of products in the store and the market, combined with the daily sales situation, I reported a stocking standard to my boss according to the standard of "combining the situation of promoting peaceful sales, more standard products and less non-standard products, and minimizing the inventory risk". What is the whole activity plan? Send it. When do you start preheating? Hey, the boss won't give the shop too much money. Forget it. Start preheating on the 4 th. Because the customer unit price is relatively high, you started preheating on the 4th, and found that the production was like a dog, a little timid and a little panicked. Then I drank a few cans of red bull to cheer up. Fuck it, getting ahead is a matter of success or failure. The big deal is that I don't want to be a small customer service after I finish my double salary 1 1. The operation two days before the event reminds you, brother, that your store only needs a few customers and a few people are enough. You just found out, with the grass, right? Why don't you know to prepare personnel in advance? Then let grandpa tell grandma, let the artist come to the customer service and go by himself. Summarize the independent operation of the store at this stage and manage every link of the store. At the same time, the skill point has been consolidated, and it has probably been upgraded to about level 8. However, all big decisions are made by the boss, and you are only responsible for implementing them. Both promotion and store management have been done. The next step is to study the market, products and data analysis. 3. Product and market stage In view of the excellent performance of the previous two years, the boss is very optimistic about you, and the boss is going to set foot in the men's wear category again, so he gave you this important task and you started the road of fighting monsters and upgrading. I don't talk much about men's wear, just want to talk about the whole idea. The actual situation may be different from the following. ) Study the market category traffic. You have studied the traffic of all categories and found that the biggest traffic of categories is search and through train. Although some shops have a lot of traffic, the homepage traffic is not high in all categories. And the through train is expensive, and then you get lost in thought. This fucking Taobao is dark enough. Turn the search results into advertising space, and the money will come, which is still so expensive. This Taobao has been clamoring for micro-amoy and content. But the whole category is not like this. It is inappropriate for most shops to focus on doing these things. Mainly by search and through train. You studied the sub-categories, the proportion of each sub-category, the competition situation and the time node, and then combined with what the boss has and which sub-category supply chain has advantages, you identified several major sub-categories and planned the time node for the whole year. Keywords, keywords are also briefly analyzed, and it is found that most of the search words for men's wear have unclear attribute positioning, but the search volume of a certain XX attribute has been rising in the past two years, and it seems that there are not many people doing it. (With regard to search terms, the search terms of different categories are different, and some categories can clearly find out what the existing customer needs of the whole category are through search terms. )

Crowd and category crowd have also made a rough study from business personnel and DMP respectively, but only touched on the situation of category crowd. Market division, then you have studied the whole category of shops and found that men's wear is divided into business men's wear and fashion men's wear. Business men's wear is divided into offline brands and online brands, and online brands have a hard time. At the same time, business men's wear is also divided into shops that do all categories and shops that do specific sub-categories, such as suits. As for the shooting style, there are pure yellow background and pure blue background, as well as location and washing, cutting and blowing styles. If the customer's unit price, it is also a mess, with quality and high technology. There are also low-priced passenger lists with washing, cutting and blowing of rural pedestrian streets. Fashion men's wear is basically spread in various categories, including British, Chinese, Han Feng, Hong Kong and Japanese. So is the unit price, and so on. After this round, you basically have a general understanding of the overall layout of the whole category, and then start to focus on research. In terms of market segmentation, after discussion with your boss (mainly combining your own advantages), you have decided to make a sub-category of suits in the whole store. Then start a detailed study, how many shops specialize in making suits on Taobao, XX, XX, XX, and so on. The product status of the store is XX, XX, XX. If the shooting plan is XX, XX and XX, their store situation and operation routine are XXXX respectively. Then from the market point of view, several product types with higher customer acceptance are XX, XX and XX. The corresponding links are these. What are their data? XX and XX shooting schemes perform better in shooting style data. The creative pictures of XX, XX and XX are better. You don't know much about offline market and offline market, but you have to know. You chased the boss and made him give you the vernacular all afternoon. I learned that the offline market is mainly XX/XX, and XX is stronger than XX. What is the situation of each market in the offline market and how the products are circulated step by step. After listening to the boss telling you the vernacular all afternoon, all aspects of the whole offline market have been clearly understood. Products, products, starting to choose, where did it come from? The boss said that he has several very good offline models. Well, let's start with this one, then find some good models sold by our peers, find products offline, and let's work together. You ask your boss, "Do we want to design our own style and develop our own products?" . The boss made a big mouth and drew: "This fucking new shop, what high-end things to do, copy the money first and earn the money back from the market" to take pictures, find models and find photographers. I took a few photos and found that my favorite model didn't shoot a suit well. I found a model to shoot again, and I found a model with good effect in shooting suits. After filming, I found that the film was not effective either. Damn, it's not a photographer this time. I started looking for photographers again, and found that it is difficult to make an appointment for holding grass, good models and good photographers, and the schedules are also different. Later, when I was depressed, I went to the base to smoke stuffy cigarettes, so I took a film casually and asked for trouble here. Hanging out at the base all day, hanging out with a gay photographer. The gay photographer said, "handsome boy, I can help you with this." Let's have a friendship with Bao, and I will help you. " You hesitated after thinking about your hemorrhoids, but for your own money, you gnashed your teeth and your heart was crossed. Throwing caution to the wind, fuck it. The gay photographer really kept his promise. On the second day of Bao's friendship, he called you from his hospital bed and helped you contact photographers and models who are very experienced in shooting suits. After drawing the picture, the test result is really good. The boss holds your hand and keeps praising you. You think to yourself, "boss, do you know how much I have paid for the company?" Now I often hurt when I take the tuba. "

Follow-up products, after a period of time, the store is on the right track. I began to wonder how to come up with the next product. I can't always copy these products, and I can't always follow my peers. From the source of products, there are several more channels. Anyway, we have our own design ability now. Fashion Week products and offline brands can be copied or changed. (Some categories can go to exhibitions more often. Being my own boss, I have worked in this company for three years, and I have enough experience in Taobao and saved some money. Whenever the night is dark and windy, you can't hold back your restless heart and want to come out and do it yourself. Just do it, quit, rent a house, and start working. I found a new category and was busy for two months. Shops are on the right track and sales are increasing day by day. Immersed in narcissism every day. Every night, I hold a canned Tsingtao beer in one hand and a small customer service photo in the other, with a cigarette in my mouth. I thought, when I get to the top of this store, I'll go to your house and steal the household registration book. Then you find that the goods are out of stock, the quality of the goods is not good, and the peers also react to fight the price war with you. You want to fight back, too, but when it comes to calculation, damn it, there is no advantage in cost. Both DSR and sales are declining, and I don't think the situation is good. Find your own factory and make your own goods. But after running for 2 weeks, I found that there was no factory to manage my goods, and I didn't know the production process or what factory. In the past, when I was operating, the boss handled the goods, and I had no experience at all. The boss did not know much about the supply chain of the new category before. Money on hand is getting tight, advertising fees are rising again, and sales are falling. If the advertising fee is reduced, the sales volume will drop even more. If the advertising fee is not reduced, the company will lose money. You've been in pain for over a month. You are too tired and depressed. You find that your existing resources are simply not enough to make yourself a big shop. You said categories, your own resources can't handle them. As a sketch class, I am used to the sales of TOP store. The little customer service stared at you with lovely and charming eyes, and said doodle in his mouth, "It was hard for the sea to touch water before. Follow-up: Finally, you decide to put into operation. This time, you should accumulate experience in products and supply chain. At your present level, your annual salary is not low and there is no risk. What happens after that depends on the mood. Maybe you have enough experience and then choose to do it yourself. Maybe as an operator, I don't take risks and my annual income is acceptable.