1. Positioning
1. Before opening a store, you need to consider three questions clearly: What products do you have? Who are you selling it to? What are your advantages?
2. Opening a shop is competition in the final analysis. You can succeed if you have the strength to compete with your peers. For example, you are a well-known brand owner, you have high-quality goods with low cost, you have many loyal fans, you have exclusive resources that your peers can't copy, you have very strong strength to fight price wars with your peers, and so on, all of which may help you run a store more quickly and successfully. If not, please see the next one.
3. If you don't have any of the above advantages, you can honestly open a neither bad nor bad shop. At this time, the most important thing is to choose relatively high-quality products, sell them at relatively low prices, provide relatively unique services and interact with customers frequently.
4. What kind of store do you want to open? Flagship store? Specialty store? Or shop c? It can be said that each type of store has its own advantages and can be successful, mainly depending on which type your product is more suitable for.
1) those with well-known brand resources are most suitable for opening Tmall flagship stores;
2) Non-well-known brands with unique advantages are suitable for opening Taobao enterprise stores or Taobao C stores, and cats will invite you to open flagship stores the day after they become well-known brands;
3) The offline wholesale market is suitable for opening a specialty store or franchise store;
4) if you don't have any advantages, I advise you not to open a shop.
5. You should know your category. At first, you'd better choose your familiar categories, familiar consumers and familiar products, so that you can sell your products more easily. If you don't know these things, please know them in depth first.
6. You need to be the first consumer in your store. Imagine that if the products sold in your store can't attract you to buy them yourself, what reason do you have to attract other customers to buy them? Therefore, before opening a shop, find out some reasons to attract yourself to buy. In this way, you can attract other customers to buy your products.
7. Your shop should have a story. Nowadays, the homogenization of shops is serious. It is difficult for a customer to attract him to buy in your shop when he is facing several shops with the same product and the same price. If you are a shop with a story, you can bring customers closer to you, and your story will help customers feel where to buy when they have a hard time making a decision. What is a shop with a story?
1) For example, I am the founder of Moneng e-commerce circle, and I share the experience of e-commerce operation and the stories of members of the circle. Will it be popular to open a shop to sell e-commerce peripheral products such as cardboard boxes and tapes?
2) For example, if you are a traveler and can often share your travel notes with customers, will it be popular to sell outdoor sports equipment?
3) For example, if you like makeup, can you record some makeup videos and share them with customers to sell cosmetics of major brands? In fact, everyone is unique and has their own advantages. You can definitely share a unique story with your customers.
second, customers
1. Don't treat all consumers as your customers when you first open a store. No store can sell its products to everyone.
1) When opening a store, subdivide customers as much as possible, study what the biggest needs of a group of subdivided customers are that you know best, sell the products that are most suitable for them, and serve them well.
2) When you have a certain customer base, you will find that these customers will have more needs, and then find or develop new products according to their needs. So step by step, your store will become bigger and bigger.
2. Frequent interaction with customers can help you a lot. The easiest way is to establish a QQ group of old customers.
1) When you buy a new product, you might as well investigate which product the old customers like best in the group, which will help you quickly judge which product may be sold.
2) When one of your best-selling products suddenly becomes unsalable, you can investigate the reasons why old customers don't buy in the group recently, so that you can make correct adjustments. In fact, there are more benefits to interacting with customers. I look forward to your discovery.
3. Think of yourself as the first customer when you do anything.
1) if you think about how the store operates with the customer's thinking, you will avoid many low-level mistakes.
2) when you are making a page, you will think of what pictures and words customers want to see most, and you will also think of what is the most attractive factor for customers to buy.
4. When you do anything, you should forget that you are a customer. After you do something according to the above article, don't think of yourself as a customer, but see how the customer will react. For example, if you change a baby window map, you can observe whether the click rate of the actual customer is high or low; You changed the content of the baby introduction, and the actual customer conversion rate is high or low.
third, the product
1. The product should consider the profit rate.
1) don't sell products with low profit margin easily, or you will be overwhelmed by other costs, and only when you have profits can you survive and develop.
2) products with high profit margins are not necessarily not popular. Almost any well-known high-end brand has high profit margins and is also very popular.
2. The first factor that determines the profit rate is value, not cost. For example, the cost of Apple mobile phone is not much different from that of Xiaomi mobile phone, but the profit rate of Apple mobile phone is several times that of Xiaomi mobile phone. So where is the value of Apple's mobile phone?
1) good quality. Whether it is hardware or workmanship, the quality is much better than most mobile phone brands.
2) Good user experience. Whether it is the operation interface, the sensitivity or the photo effect, it is very good.
3) have face. Using Apple's mobile phone looks better than using other mobile phones. Because for most people, face is also a kind of value.
3. The second factor that determines the profit rate is attractiveness. The more attractive products are, the easier it is to sell high prices, and the less attractive products are, the harder it is to sell high prices. How to improve attractiveness?
1) improve the quality;
2) add functions;
3) improve service;
4) provide gifts;
5) improve brand awareness.
4. The third factor that determines profit rate is cost. The higher the cost, the lower the profit rate, and the lower the cost, the higher the profit rate. The methods to reduce the cost are:
1) looking for more upstream sources;
2) bulk purchase;
3) Part-time employees are used for some jobs, such as design;
4) Staying in the incubator can save the rent.
5. The fourth factor that determines the profit rate is competition. The more competitive the product, the more likely it is to have a price war, resulting in low profit rate, and the less competitive the product, the more likely it is to have a high profit rate. It is difficult for the e-commerce industry to avoid competition. Please see the following chapter for how to deal with competition.
6. To operate a store, there must be multiple explosions, which are the performance of product competitiveness and the performance of store operation ability. How to create explosion models:
1) Understand the needs of customers;
2) improve the value of products;
3) improve the attractiveness of the page;
4) Optimize the baby title;
5) brush a proper amount and optimize the evaluation;
6) Inform old customers to buy through CRM system or drilling exhibition;
7) Bring a certain amount of accurate flow through through train and drilling exhibition;
8) Recommend more sales to the explosions through in-store association;
9) Improve keyword ranking and increase more natural traffic;
1) signing up for high-quality activities such as cost-effective gathering will bring more sales;
11) analyze the flow source and improve the flow source with high conversion rate;
12) maintain a slightly higher traffic and sales volume than peers for a long time in order to make a long-term explosion.
13) Create more explosions in the same way and conduct related sales.
7. When the store is large, we should expand the product categories, which can quickly increase the customer unit price and repurchase rate. For example, the store didn't have much traffic at first, and after a long time of hard work, a pair of pants was made into an explosion. At this time, thousands or even tens of thousands of people may enter the store every day; The demand will naturally increase when there are more people. At this time, some people need sweaters, so you can add sweaters, and some people need shoes, so you can add shoes. There are more and more commodities, and an explosion has driven the sales of many other commodities; The more sales, the more demand, and the more categories that can be expanded; After a long time, maybe your store also sells cosmetics, snacks and so on. But remember, don't blindly expand the category when the traffic is low, because it is difficult to achieve manpower, material resources and financial resources at this time, but it will be counterproductive.
iv. Operation
1. The first core of operation is the conversion rate. The methods to improve the conversion rate are:
1) to improve the attractiveness of products, which can be considered from the aspects of product pricing, page description, gifts and added value;
2) improve the beauty of the page;
3) increase the sales volume of products, and avoid products with zero sales volume;
4) improve the quantity and quality of favorable comments, and reduce the bad comments;
5) attract accurate traffic;
6) more interaction with customers;
7) Improve the chat skills of customer service.
2. There is a trick to help customers get into the habit of visiting stores: one day a week is fixed as a member's day, and a certain baby is given X for free on that day. The advantages of doing this are:
1) Let loyal customers form the habit of visiting stores frequently;
2) you can easily create explosions and drive the whole store traffic;
3) handle unsalable goods or clear inventory.
3. The more accurate the traffic attracted by the store, the better. The ways to make the traffic more accurate are:
1) Determine the location of stores and products, and focus on the promotion of accurate potential customers. For example, if you sell high-end products, promote them to people with high consumption levels as much as possible.
2) Analyze the traffic map of the business staff to find out which traffic sources have high conversion rate, and improve the traffic with high conversion rate while reducing the traffic with low conversion rate.
4. Operating rhythm The closer the store activities and promotion are, the better. For example: first, measure the money through old customers or drilling exhibitions, and measure a baby with high click-through rate and conversion rate; Then generate some basic sales volume and high-quality evaluation by brushing the bill; Next, we will promote the old customers, participate in activities such as bargain-hunting, daily specials, and rush buying with the increase of sales volume, and at the same time carry out paid promotion; Then occupy a better position in natural ranking and sales ranking, and introduce more free traffic; Finally, through paid promotion, activities and other ways, the sales volume will continue to occupy a better position in the natural ranking and sales ranking, which will become a long-term explosion.
5. The second core of operation is traffic. The methods to improve traffic are as follows:
1) paid promotion is the most direct source of traffic, and the intensity of paid promotion should be increased as much as possible within the controllable ROI. Under normal circumstances, natural search will bring as much traffic as paid promotion brings;
2) participating in activities can bring more free traffic to the store, but it is necessary to pay attention to participating in more high-quality activities and less inferior activities to avoid bad reviews and low DSR scores caused by bringing inferior traffic to the store.
3) The key to improve natural search traffic is keyword competition, and the main factors that affect keyword competition are product sales, DSR dynamic score and favorable rate. These three points will not be bad if natural traffic is done well.
6. The core of improving DSR dynamic score and favorable rate is to improve customer satisfaction. The methods of improvement are as follows:
1) The product quality is up to standard;
2) the delivery speed is up to standard;
3) Good shopping experience;
4) Customer service responded promptly and with a good attitude;
5) properly handle after-sales problems;
6) There are many or good gifts to surprise customers;
7. Always pay attention to the evaluation of customers, because many problems can be seen from the average of customers, such as product problems, logistics problems, customer service problems and so on. Making reasonable adjustments to these problems can improve customer satisfaction.
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V. Promotion
1. The core of promotion is click-through rate. Why should we increase the click-through rate of paid promotion?
1) The higher the click-through rate, the higher the demand and the greater the possibility of final purchase;
2) The higher the click-through rate, the higher the quality score, thus reducing the click unit price;
3) The higher the click rate, the lower the click unit price.
2. how to improve the click-through rate?
1) consider yourself as a real customer, and imagine what elements attract customers most? Is it quality, price, brand or something else?
2) Extract the elements that attract customers into pictures and copywriting, do horizontal tests, and finally select promotional materials with high click-through rate.
3) In the process of sales, more attractive elements appear through customer service chat and comments after shopping, and horizontal tests are conducted in the same way to select promotional materials with high click-through rate.
4) Observe the click-through rate of different plans in the promotion process, then increase the bid and budget of the plan with higher click-through rate, and reduce the bid and budget of the plan with lower click-through rate, so as to improve the click-through rate as a whole.
3. The higher the store visitor value, the better. How to improve the value of visitors?
1) increase the unit price of customers;
2) improve the conversion rate;
3) increase the repurchase rate.
4. The lower the store visitor cost, the better. How to reduce the cost of visitors?
1) increase free traffic;
2) increase the click rate of paid promotion;
3) Reduce the unit price per click for paid promotion.
5. What should I do if the traffic cost becomes more and more expensive? The answers are:
1) Expand the product categories and increase the customer unit price on the basis of the existing products;
2) Increase the conversion rate by adding gift boxes, gifts or additional values;
3) Improve the repurchase rate through the maintenance of old customers.
6. Customer service
1. Customer service's response speed, typing speed and familiarity with products are the most basic skills that customer service should master. If you don't master these skills, please take some time to do your homework first, so as to avoid some basic problems.
2. The core responsibilities of customer service are to guide customers to place orders, follow up after-sales problems, and handle bad reviews. Conditional stores can arrange special personnel to follow up after-sales problems and deal with bad reviews. The following points should be paid attention to in after-sales customer service:
1) Work will start from the moment the customer takes a picture. Observe whether the customer has left a message and has any special requirements for delivery, and meet the reasonable requirements as much as possible. This is the first step to improve customer satisfaction. If there is a problem, it will be too late to recover it.
2) remind the warehouse to deliver the goods as soon as possible, and follow up the abnormal logistics orders in time, contact the logistics company to solve the problems as soon as possible, and inform the customers to pay attention and apologize in time;
3) If the customer has any problems after receiving the goods, he must follow them up in time and help the customer solve them as soon as possible. If the customer suffers losses due to products or logistics, he should give the customer a satisfactory solution as soon as possible. At this time, the only purpose is to satisfy the customer. To do this, basically the DSR score of the store.