How does Taobao shop operate?

We are now in the Internet age. The rapid development of the Internet has brought us a lot of convenience. There must be a reason for the rapid rise of the Internet. Let's take Taobao online shopping platform as an example. It can help us get rid of the traditional shopping mode and buy all kinds of goods online without leaving home. Therefore, this model is highly valued by businesses. A large number of businesses are naturally fiercely competitive, but many businesses have just come into contact with this industry and don't understand it at all.

How to operate Taobao stores on behalf of Taobao stores means that shopkeepers (bazaars and shopping malls) hand over the store's sales, customer service, decoration, optimization, through train and marketing planning to Taobao company for management. After the professional personnel of the operating company conduct qualification examination on the store, they will adopt a marketing method suitable for the store and products without violating Taobao rules, thus effectively improving the store flow, conversion rate and comprehensive competitiveness of the platform. The content of the service generally includes 1. Market research/operation plan for building online sales platform: according to the situation of brands and online consumers, determine the brand positioning of online sales and formulate a three-stage plan. Project team formation: Online camp establishes a complete project team for each customer and helps enterprises cultivate their own teams. Stationing platform: provide one-stop service in high-traffic e-commerce platforms such as Taobao. Shop design and decoration: according to the brand positioning to determine the design style, provide professional web design. Product distribution on shelves: upload product information to online sales platform according to a certain template. Online shop management norms: establish online shop rules and regulations and standardize management.

2, brand marketing promotion soft text implantation: blog, forum, SNS soft text advertisement implantation. Brand theme activity planning: launch theme activities regularly and participate in Taobao's fixed marketing activities regularly. Marketing tool application: Taobao 123show, taobao guest, video and other promotional tools. Circle marketing: the establishment of shop SNS community, such as the independent site of shop interaction with consumers (Taojianghu), the construction and maintenance of product help, etc. SEM and SEO optimization: improve the click-through rate and conversion rate of the store; Shops regularly promote sales outside the station. Advertising: advertising planning and effect tracking feedback, to maximize resource efficiency, to help enterprises promote the use of Taobao and other marketing tools for training. Customer management: customer relationship management team and return visit mechanism. Channel management and control: maintain the brand image of the network and punish network infringement and piracy.

3. Positioning of product shooting and art service shooting: The professional visual merchandising team provides suggestions and confirms the style requirements with customers. Shooting planning: shooting mode selection, model selection, makeup matching, scene selection and creative conception. Official Shooting: Professional models can be shot in various forms, such as both inside and outside, tiled shooting, and there are two high-profile studios in Hangzhou and Beijing respectively. Post-image processing: color, proportion and structure adjustment; The finishing touch of the page, adding design elements.

4. Online store operation service data analysis: statistical analysis of online sales data of industries, brands and stores. Sales support: sales team formation, accurate sales based on data support and improvement feedback. Software support: the online shop data is connected with the company's order inventory system to realize synchronous management and distribution platform construction; recruiting and contacting distributors and spreading distribution channels. Logistics support: provide logistics interface and provide training for customer logistics department. Store management software: use store management software for daily store operation and monitoring.

5. In-depth strategy report on the overall e-commerce plan of e-commerce enterprises: tailor a set of e-commerce solutions from platform construction to brand promotion for customers, and choose the best channel integration. Independent B2C platform construction: An independent B2C platform with independent domain name and transaction and payment functions based on the underlying data of Taobao. Network promotion strategy consultation: overall brand promotion scheme formulation and budget consultation. Network specification counseling: There are many rules to be learned on the network platform to ensure the normal operation of the store. The online camp will provide senior platform operation standard counseling services. Customer company team training: help customers cultivate internal teams and improve their e-commerce capabilities.

How does Taobao shop operate Taobao operation by itself? The first step is to make the overall strategic plan of the project. As the old saying goes, "everything is established in advance, and it is abolished if it is not planned." Before officially entering Taobao, we must make a good plan, analyze the market, competitors and target consumers, and gain insight into the advantages and disadvantages of our own brands, products and enterprises. Taobao provides many data analysis tools, which can easily analyze all kinds of data, such as the total size of the industry, hot-selling products, competitors' sales forecasts and so on. Through the analysis of these data, combined with their own product advantages, establish the direction, clear thinking, clear positioning, formulate sales targets, Taobao development stages and development steps, and determine the team formation at each stage. After that, a specific work schedule is formed. All the following work is carried out in accordance with the strategic blueprint. Of course, in the specific operation process, it may be necessary to constantly optimize and adjust the original plans and objectives according to the actual situation. In my opinion, only by doing a good job of analysis, formulating strategies and specific implementation plans can we work together in a targeted manner and maximize the value of resource integration.

The second step of Taobao operation is to set up an operation team. After the strategic planning of the overall project is completed, the first thing is to organize resources, such as people, money and things. One of the biggest problems is team building. Talent is the core of Taobao's operation, and all work plans need people to implement. The team formation can be large or small according to the strategic sales target and investment, and it should be gradually adjusted in the specific operation process. A complete Taobao e-commerce team consists of at least the following positions: project supervisor, copywriter planning, commodity operation, Taobao promotion, art designer, customer service and other personnel. Among them, if circumstances permit, copy planning can also be decomposed into product copy and communication copy, while commodity operation is mainly product analysis and planning, promotion organization and so on. Taobao promotion specializes in the use and promotion of various Taobao tools such as through train, and the artists are shop decoration, product baby page design, activity page design and so on. Customer service must be someone who understands product knowledge, strong sales ability, fast typing speed and Taobao culture. To form a team, it is necessary to define positions, responsibilities and division of labor, and then recruit through various forms. After people come, they need training, management and assessment. Of course, in fact, a person can also do Taobao, just need to finish all the positions at the same time, that is, super awesome people can do professional. Warehouse logistics belongs to the establishment of supply chain system, so I won't elaborate on it here. Supply chain management is the core competitiveness of an e-commerce company with a large online retail scale.

The third step of Taobao operation: store planning and decoration, good name, do a good job in the preliminary work of application, and officially start store planning and decoration after approval. Of course, because the audit work of Taobao Mall sometimes takes a little longer, most of them are carried out simultaneously. Upload the decoration directly after registration. Taobao shop planning is actually not complicated, especially the module scheme has been determined, just need to determine the content. However, in fact, the decoration planning of a storefront is not so simple. It is necessary to analyze the advantages and characteristics of a large number of competitors' stores and their own brands in advance, and then plan the columns in combination with the target audience and some post-operation ideas. For example, many Taobao stores pay attention to interactive communication, which will add some columns of gangs and communities, while those that pay great attention to brand history and personality will generally have columns of brand traceability. At the same time, product classification is also a very important topic. How to classify can make consumers' shopping experience better, and it needs repeated tests and considerations to reach a conclusion. After planning, it is the implementation of art design. From store signs, store logos, home pages to product display page templates, and then to personalized design of column brand pages, visual expression should be carried out in the style of store planning. Taobao design has a special requirement: lively but not messy, shopping atmosphere, clear and orderly.

The fourth step of Taobao operation: planning packaging products should be the key to operation. There are many factors that affect the conversion rate of a store, but the product is definitely the most important element. Product planning contains a wide range of contents. The first is product line and product portfolio planning. There is a sentence in the marketing textbook "Star, Taurus, Thin Dog". Product four-image matrix combination planning. In the same way, to do Taobao, we must determine the drainage products, blocking products, profitable products and follow-up products, and form a complete product width and product portfolio in combination with product pricing to achieve the balance and unity of hot sales and profitability. For many traditional enterprises, there is still an important problem, that is, how to solve the conflict between online and offline product channels. The second part of product planning is the planning and implementation of product baby page. How to show that the products have the most market, how to take photos of products that can impress consumers the most, and how to write product sales copy to sell well? Is the product copy mainly based on rational exposition or perceptual impression? What are our advantages over our competitors? How to stand out? These problems need to be analyzed and planned before they can be achieved initially.

The fifth step of Taobao operation: commodity promotion operation Commodity promotion operation and product planning are actually complementary, and form the core of daily operation with the next promotion operation. The promotion of goods in Taobao stores can be divided into three categories: first, participating in various promotional activities of Taobao; Second, plan and create various theme activities in your own store; Third, the use of related sales, cross-selling and other means to achieve the vividness of goods, enhance user stickiness, and increase customer unit price. These three kinds of promotional activities are interrelated, and there are many forms below. These methods can be used in combination to create explosive products and achieve sales leap. Remind everyone that promotion is only a means to increase sales. However, at present, many Taobao stores are caught in a strange circle of no promotion and no sales, only sales can be achieved with promotion, mainly because shops and brands lack unique selling points and differentiation, no personality, no attractive uniqueness, no premium ability of brands and no fans.

The sixth step of Taobao operation: promoting Taobao store operation is actually integrated with promotion. Taobao has gathered a lot of accurate purchase traffic for sellers, as long as these traffic is converted into customers. Taobao platform provides many promotion tools and methods. For example, the most commonly used through train for small and medium sellers, the advertisements used by big sellers, and Taobao's product search ranking and store search ranking can bring huge and accurate customers, which requires careful study of the rules of Taobao's search ranking, and then targeted optimization. The use of taobao guest, according to the sales sharing model, provides an online distribution promotion method for Taobao shop sellers, and the SNS community promotion of Amoy Sharing is also a huge free promotion form. See the figure below for details. It should be noted that I always think that the promotion and operation of Taobao stores must be centered on the traffic in Taobao station, and the promotion accuracy outside the station is not enough and the conversion efficiency is low.

The seventh step of Taobao operation: customer service sales Customer service sales is the key link to realize sales and has a core position. In customer service sales, it is necessary to standardize and systematize the work from the aspects of job skills, business knowledge, network culture, daily management and training, so as to realize the process and replication of sales customer service system. The eighth step of Taobao operation: data analysis will be illusory, but data mining and analysis are the most obvious differences between e-commerce and traditional offline commerce. The data of e-commerce is accurate and real-time. Almost all strategic planning and operational planning need to be supported by specific data, and data analysis is only a means. The purpose is to find problems and opportunities through data analysis, formulate strategies, improve the promotion effect, improve the conversion rate of the store, thereby improving the ROI of the whole store and maximizing the profits of the enterprise.

What platforms are there for Taobao promotion? 1, Promotion in taobao guest: At present, this method is more reliable, because it is a business of promotion first and then payment. For example, Niudan, a well-known high-traffic platform, shows and clicks are free, and Taobao commission is paid after the transaction is completed. This promotion method is widely used at present.

2. Gift promotion: Bian Xiao thinks this is also a good way to promote sales. When buying goods to a certain amount, many people like to "give" things. Although the gift itself is not valuable, it will satisfy many people's vanity and they will feel that they have earned it, so gift promotion is a good choice.

3. Taobao community promotion: As online shopping is still popular, many Taobao communities have mushroomed. Both buyers and sellers like to soak in the community. Buyers want to find what they need, and sellers promote their products here. Everyone may become your potential customers, but you need to pay attention to some community rules when promoting.

4. Forum promotion: The forum is also the most widely used and popular place at present, such as Tianya Forum, which claims to be the largest communication community in Chinese. The number of people and their popularity can be seen. Of course, there are also many popular forums. This is a suitable place for promotion. Of course, advertisements and water stickers are forbidden in forums like Tianya, so posting should be skillful, and forum signatures can also promote it.

5.QQ group promotion: As the most commonly used chat tool, QQ is naturally a rare promotion tool. We can join some exchange groups of Taobao buyers or sellers to promote our products through chatting. Of course, don't overdo it, you may be kicked out of the group by the group owner.

6. Blog promotion: Blog marketing is more popular now.

Ok, our well-known bloggers, such as Han Han, all have links to online stores. If you can start a blog and hang a link to an online store in the blog, that person's traffic will increase.

7. Through-train promotion: This is the most direct promotion method to increase store traffic. You just need to choose the baby you think has advantages and competitiveness, and then get on the through train. Because this is a paid promotion, and there is no guarantee of a deal, you are very particular about the choice of baby, price control, hanging channels and methods. This kind of burning money is very expensive, so we must pay attention to the precautions.