There are also some businesses that have done agency operations, but they have lost all their money because of the mistakes in choosing cooperative companies. Such businesses still believe in agency management, but the experience of being cheated makes them very cautious. They want to find an operating company that really serves the merchants, but they are afraid of being cheated again. Therefore, such businesses have been in a wait-and-see state.
Today, as a professional who has been engaged in the agency service industry for four years, I want to talk to you about how an operating company can be reliable!
First of all, you should see what kind of service the agency can provide you. Generally speaking, the services provided by agencies are similar. Including decoration, product beautification upload and off-site introduction.
Traffic, the most important thing is ranking optimization. Merchants who do Alibaba understand how important the ranking of stores is, which is directly related to the life and death of stores. I won't go into details here.
Secondly, you should ask the operating company how to do what they promised you, and how they promised to rank you. By what means? Do you need your cooperation? According to the answer he gave you, you can judge whether this is an operating company or a shop decoration company in the name of operation. It is very simple to optimize the natural ranking of operating companies, but it costs a lot. In general, they need to take at least half of the operating expenses from the merchants to improve their online transactions. In the final analysis, ranking is a combination of natural optimization and online trading.
The purpose of clicking on the home page now is not to pay. Many operating companies do two or three thousand renovation work, but they do charge more than ten thousand operating expenses.
However, there are still some operating companies that pay too much attention to the cost of that online transaction, whether because the technology is not up to standard or because they are short-sighted, which leads to the effect of accepting money but agreeing to give it to the merchants.
Therefore, a reliable operating company must have the following points: First, it should have the service content that an operating company should have, mainly ranking. Secondly, be sure to explain the operation in detail with the merchant.
The effect of the company's commitment, including operation methods, input costs and matters needing attention. Finally, the charging standard and charging form.
The charging standards of real operating companies will generally design corresponding service packages according to different industries. But this package can't have services below 9000, for the simple reason that the operating company won't do things for you at a loss. Good operating companies are unprofitable in the first year, but they will never lose money. They only need to meet the first year's service of the merchants, and the annual renewal fee is their profit. Because as long as the operating company puts the operating expenses given by customers into the store in the first year and makes an effect, there will be customer traffic and online delivery.
Easy volume, no matter how many years of cooperation, the operating company does not need to invest in online transaction fees, then this fee is profit expenditure. They just need to optimize maintenance regularly. After opening a store, businesses will not be stingy with operating expenses, and truly achieve a win-win situation for enterprises.
Generally, there are two forms of charging, and each form has a corresponding service contract. The most common is the full payment, which is usually introduced after the trust is established or by an old customer. There is also a way to charge pure strangers-deposit plus final payment. The charging method of the final deposit is mainly to build trust with strange customers. For example, pay 50% of the decoration deposit or some keywords first, and then pay the final payment after committing to cash.
Last September, I left my original company and started my own operating company-Hangzhou Blu-ray Network Technology Co., Ltd. At present, there are less than 30 people in the company, most of whom are like-minded colleagues in the past. Relying on the support and trust of old customers, we are trying to expand. Based on the principle of honesty and pragmatism, we serve every customer wholeheartedly.
I hope I can help you solve the problem when you are worried about the operation. Talk about Taobao practical tips, you can have a look:
1: Don't deliberately make some keywords. I'll mention whatever words you show me, and make full use of them.
All along, many businesses like to be able to do a certain keyword. In fact, I don't know which new baby Taobao official will give you many words. How do we know? We can learn about it through business people.
2. The title should be filled with 30 words, paying attention to readability and separability, with big words at the beginning and end, and long tail and high conversion words in the middle.
It is important to pay special attention to consistency.
3. Without modifying the price, the dynamic price is adjusted according to the discount, and the dynamic price affects the weight.
There are new rules for the current price, so you can refer to the official rules of fighting.
4. Optimize the title, only change three words at a time, and pay attention to the second skill.
Don't spoil the whole title.
You can't edit your baby more than twice within 5:24 hours, which will affect your weight.
In fact, it is best to put it on the shelves in one step to avoid subsequent modifications.
6: Modify the title. Don't click edit, baby. I remember that the baby on sale will make some small changes. Because you edited the baby, the system needs to be re-included.
Some inventories can also be modified.
7. You can't modify the attribute unless you have to, and the modification will reduce the right.
Attribute modification is best done before it is put on the shelves.
8: Any optimization and modification are recommended to operate in the early hours of the morning.
The reason for this is 1, which is convenient for data comparison. 2. The impact of the early morning is negligible. 3, the system re-included the fastest.
9. Optimize the main picture continuously in the first seven days (now the through train can test four pictures at a time) to improve the click-through rate. When you have a main picture whose click rate exceeds the average level of peers, this single product is half successful.
Recently, there was a problem with the through train before April 4, and the system was displayed on the home page, but you couldn't find it. The official explanation is an extension.
10: The last four pictures of the main picture have great influence on the conversion rate, especially on the wireless side. Now many customers don't look at the details at all, which is one of the important reasons why your wireless terminal has such a high jump rate. Many people look at the bounce rate and don't pay attention to this person's data at all. In fact, it has a great effect. For example, our jump rate of 70% and 90% is similar on the surface, but if 100 people enter our page, only 10 people stay and 70% people stay, although the data is 20% different.
The last four pictures suggest a detailed picture.
1 1: to replace the main picture, first put the main picture in the position of the second picture, and then replace it in the position of the first picture after 24 hours.
12: Guide PC-side customers to place orders on the wireless side. When the wireless transaction exceeds 95%, the traffic will increase greatly. There is a simple reason. You are doing what Taobao wants to do.
13: I would rather cash back than change the price. Price changes will affect the customer unit price and sales level, and may also affect your registration activities. For example, if 60 yuan buys two single items, each item will be given a discount of 10 yuan and pay 100 yuan. At this time, the lowest price of your single product will become 40, not 50. This must be noted, because the system takes this order, two treasures, one is 60 and the other is 40.
14: periodic spiral method, the first day of each next cycle depends on the fourth day of the previous cycle, not the last day, so we should pay special attention to the visitors and converted data in the last three days of each cycle.
The spiral mentioned here is actually a reasonable multi-directional increase.
15: The details page highlights a selling point, which can be repeatedly emphasized before and after the details to impress consumers and make them remember you. More selling points means no selling points, and you have everything you want to express. As a result, customers forget you after reading it.
Be refined, not miscellaneous.
16: For any promotional pictures, posters and drill exhibitions, remember that the text is on the left and the pictures are on the right, because it seems simple but profound if you don't elaborate, as Baidu News does, and Taobao is training troops on the right.
17: The exclusive price of mobile phone is less than 9.5 fold plus weight.
18: communicate with the second class more, and you will be able to participate in the activity sooner or later. Add the category Want Want Group and pay attention to Taogang, and you will gain something.
There is usually the latest news, but some things are like rain without wind.
19: Optimize according to every function of business personnel, and the basic skills of the store will be OK.
Taobao operation has always been a combination of punches.
20: The product drawing corresponding to SKU must be uploaded, otherwise it will seriously affect the transformation.
What is the specific operation?
A few days ago, a salesman asked me what the operation was. This question shocked me at that time, and I was thinking, when I applied for a job, I applied for an operation, so what is an operation? I am a person, I am not an operation!
What is Taobao operation? Operation is not a person or a department. Simply put, operation is like a strategic global control system. Just like the CPU of a computer, just like the human brain, what the operation needs to do is to adjust the coordination of customer service, promotion, art design, warehouse, pre-sales and after-sales departments.
What an operating system includes can be summed up in five points:
1 Two endpoints: product and customer.
2 Three keys: flow (drainage), transformation (optimization) and user stickiness (marketing).
Then, you can understand that operation is an assembly line to solve the problem from upstream products to downstream customers; In other words, it is a data analysis system used to solve the problems of traffic conversion in the early stage and user stickiness in the later stage.
Second, either operate others or be operated by others.
Operation is a post that requires very high personal ability and needs training very much. Of course, the future is only now. Whether you open a new store yourself or run it for another company, you must learn the knowledge of operation. After so many years of work experience, I found that although many people are famous for their operation, frankly speaking, most of them are poor in ability and lack a systematic and comprehensive ability, which is basically part of the meeting. Many operators also lack an e-commerce thinking and a user demand analysis thinking, which is very rigid. Basically, they are not manipulating others, but being manipulated by others, which is also a very sad thing. Therefore, we join hands with many experts in operation to share dry goods in the group every night, so that everyone can be a dignified Taobao, not parallel imports. You can listen to it in this group if you want. At first you need to enter these: 54 1, then you see: 563, and the last group is: 908. Put them together in order, and a smart person will appear in a learning place. If you think you are stupid, don't learn, haha.
Three things about the operation of seven aunts and eight aunts, broken thoughts.
According to the current personal thinking, its growth path should be: 0 10.
0 10: the first "0" is the thinking of learning first;
The second "1" is something to learn;
The third "0" is the thinking that needs to be summarized.
Why is this structure? We can look back on ourselves. We or friends around us are often interested in opening a shop. Many products choose what is around us and think they have advantages. This is somewhat similar to the recent "localization". We open stores, put products on shelves, find traffic, and then wait for sales.
But is this really the case? Not exactly. If it were true, there wouldn't be so many domestic training institutions and so many small and medium-sized stores participating in the training. 1 month or 2 months later, they gave up.
The first "0":
To open a shop at this stage, from the perspective of thinking, we must first have products. The basic process of opening a shop is not explained, basic. If you really want to do this, you won't stick to it all the time.
First, you should know what you are selling, second, you should know who you are selling to, and finally, you should know how to promote and what you are selling:
What is your product category?
What is your price range?
What's your position?
What is your follow-up promotion method?
What are your core strengths?
At this stage, the choice of a product can be said to be varied, but for some senior operators, the product with low competition is the best. What is low competition = few people do it.
If you say a product, do it back and forth and make a little effort, is it a performance?
Why, many great gods (except some who like to make single products) like to find products that few people make when starting their own businesses or looking for jobs. Because of this, no matter what promotion means are used, the effect is fast and obvious, and the difficulty is relatively much simpler than that of the major categories.
How to find such a category? Personally, I like to use one method: search.
I'm going to search the name of product A (first-class keyword), such as jujube and chestnut.
How many products match under a product name can be said to be enough to judge the competition difficulty of a product from the data aspect.
These are just two simple examples. If we subdivide the products into a big category and then choose the subdivided category, is it available?
If someone says that the example you mentioned is not in line with my reality, and I don't have this product here, then let's recall that the so-called e-commerce belongs to online platform transactions, and the network is interoperable all over the world. If you want to make this product, you can find it, right?
When you choose a good category at the beginning, the difficulty will be much reduced in the subsequent routine operation.
These are categories. Follow the steps, open the store and select the category. What should we do next?
Price division of shops.
Before this, many people said that the pricing of a store was based on the rule of 27 1 or 28. In fact, for small and medium-sized stores. Is it necessary to distinguish "1" in that 27 1 from "2" in 28 so clearly?
First of all, this "1", the so-called 1, is about an image model and a small and medium-sized shop. With this kind of thinking, I really beg to differ. In fact, many people say that we can use two products with relatively low price and relatively high cost performance for drainage. If we analyze the well-made stores, you will find that most of his store transactions are in 8%, but is it necessary to divide them so clearly for small and medium-sized stores?
Small and medium-sized stores are more explosions. What is an explosion? Single product supports the whole store, so what about the initial price division?
My personal suggestion: directly divide the interval, either 2 or 8. The early stage is survival, and then life, isn't it?
I especially like a shop:
In fact, sometimes I wonder if I can make a store like this one day, and I can make the "8" in the middle without making low prices or high prices. Although it may be a humble achievement for millions or tens of millions of sales that many people say, it is enough to support one person, isn't it?
So many people will ask, how to set the specific price?
In fact, this problem should not be me, because on the thinking side and the advertising side, some people say: there are no unsold products, only unsold products, and the pricing of a product is based on the product itself, the seller's own technology and resource ratio.
As we think now, everyone sells 200 and I sell 600. Why can you sell it? Because of the different products, my operational thinking, my position is at the top, although I am far from those big stores in terms of overall sales, which is really enough for a small and medium-sized store.
Where is your price? Not asking others, but asking yourself, what do you have?
Speaking of this, people who have been doing it for a long time actually know that the price determines the positioning most of the time. When the price of a store is fixed, whether the store is low-end, mid-end or high-end positioning will naturally come out. Now that the positioning is done, no matter what end you are positioning, should your vision system have corresponding qualifications?
For example, the page of store home products:
For example, the page selling small black umbrellas:
Is it the same? It's different.
The higher the positioning, if there is no strong brand influence support, the higher the page requirements.
At this stage, many people think that their products are better and positioned at the high end, and then the products can't be sold, and the boss says that they don't operate. Or the operation says that the boss is blindly pricing. In fact, this reason lies with the artists. Of course, the operation also has a lot to do, because after all, artists do it according to the requirements of the operation, so whose problem is it?
Ask yourself ~ ~ ~
After positioning, it is the so-called promotion method. For small and medium-sized shops, if they are novices, they will be afraid of through trains and exhibitions, because they are all spent on glistening RMB, and the results are still unknown. So what are their more choices? It's search ~ ~
If you have seen many small and medium-sized shops and talked a lot, you will find that small and medium-sized shops are more interested in SEO. The so-called through train and drilling exhibition are basically contacted after a period of operation, or they spend money to find someone else to help them, so the research of search is particularly important here.
As for search, I mentioned in my previous post that my search post last year was about methods. After such a long time, I want to ask the people who posted with me if you have summed up any problems after the operation. What problem? How to adjust? Did you find anything else?
Have you thought about it?
Simply put, the promotion method of a product depends largely on the previous steps, because the higher the price of a product, if there is no strong support from the brand, then you will find that it uses more through trains, because the search location is not easy to obtain.
If it is a low-priced product. Don't dare to push without profit, use more activities and search ~
As I said above, my products actually only use through trains. Some people will say that if you talk about search yourself, your skills should be very powerful.
That's true, but if I think so, I'll be beaten to death by my boss.
You need to be particularly clear about your promotion methods. Only in this way can you calm down and study a direction and a promotion method. Only by focusing can you study your own things, which will be more advantageous for the follow-up operation, because you won't feel that you are beating around the bush and going straight to the core. Wouldn't it be better?
Do you understand your promotion method now?
The last item, that is, the core advantage of the product, is the fundamental point to test your above decision. No matter how bad the product is, it is only a flash in the pan.
What are the advantages of your product?
Speaking of now, the first "0" of "0 10" has been basically written.
Looking back, I feel that many of them are empty, but I personally want to say that I especially want more small and medium-sized stores to see that they have been doing this for so long, take fewer detours, think more, come back when they are ready, make a good investigation, and be prepared to burn their bridges again.
Next, let's talk about "1" in "0 10".
This "1", as the name implies, is about how to do it.
Shop opening-product selection-pricing-drainage-transformation
Transformation: If it is tall, it is called traffic value. In other words, after introducing traffic into the store, how to get buyers to clinch a deal is also what we have been paying attention to, which is the so-called conversion rate.
If you want to improve your conversion rate, I will only tell you the details of the baby here.
I never tell people around me what the best baby details are. I advocate personal baby details and the most suitable baby details.
In small and medium-sized stores, many people will face the details of not being a baby and don't know how to do it.
In fact, this question is very simple.
When you have completed the above steps, you have reached this step. All you need to do is: look-summarize-make-test.
Listen, what you need to do is a lot of search cases. Who are you looking at?
When you decide what products and prices to produce, what you need to do is:
Search for the name of this product, then enter your own set price range, and then click on the sales ranking.
At this time, you will see that your peers have helped you to make the road ahead.
Aside from the influence of the brand, since other people's baby details can occupy a place in the sales ranking, there must be some merits. All you need is to find something you can use from other people's precious details.
For example: how to make the framework, how to arrange the layout, how to write the copy, how to match the colors and so on.
Everything you want to know or need to know, others have done it for you.
If you still say no at this time, you can only say that you haven't seen enough.
When you have seen enough, you will find that at this time, you can draw a baby detail with your own products. This precious detail is flesh and blood, because you have your own operational thinking in the early stage, and you know the ultimate advantage of your product. Here, you can apply it and the details of your baby will come out.
At this point, what you need to do later is to sum up, write well and write attentively, and then test your "child", how much room it has for growth, where there are problems and where it needs to be revised.
If you don't even want to "copy" this thing, you will only make a mistake here and won't say it, then I can only say: Hehe.
The reason for the home page is the same.
Have you found out what process small and medium-sized stores need? What's the point?
Its focus is not on how the operation technology is, but whether it is intentional, researched, thought and done. Only when you have operational thinking first, then operate, and finally form your own "0" is the most realistic.
I won't say what I said above. How long will it have a specific effect on small and medium-sized stores? At the very least, I can say responsibly that if you do as I say, at the very least, you won't go astray. If you do what I say, as long as you are willing to do it, at least you will grow at the fastest speed before the "0 10" route, you may hit a wall and you may be confused, but these are all things. Of course, I've been wondering if I can get this "0".
My friends, the thinking article may be a little unpleasant to listen to, but if you study this article carefully, you can give many examples. Either a friend introduces you, or you go to find out for yourself and test the operating company in different advertisements, just like asking the manager in a physical store. I am XYZAB, a new store data extraction software developed by Taobao. Once upon a time, there was a mountain, where there was a strange business school, and there was a He who was still telling stories. What story are they telling? They are all through the e-commerce operation technology and cow force of car technology. These days, Master Fu Xue's through train has been operating there. Are you still asking here? Let's go! Try it. See what? Of course it's free. How does CDEFG teach itself how to operate from a novice?