How to operate a Taobao store on behalf of others?

We are now in the era of the Internet. The development of the Internet is very fast, and it brings us a lot of convenience. There must be a reason why the Internet is rising rapidly. We use Taobao Take the online shopping platform as an example. It can help us abandon the traditional shopping model and purchase a variety of goods online without leaving home. Therefore, this model is very favored by merchants, and a large number of merchants have settled in The competition is naturally fierce, but many businesses have just come into contact with this industry and do not know how to operate it. Today we will tell you how to operate it. How to operate Taobao stores on behalf of others

It means that Taobao store owners (market stores and mall stores) hand over the sales and customer service, decoration, optimization, through train, marketing planning and other work aspects of the store to Taobao company for management. After the professionals from the operating company conduct a qualification review of the store, without violating Taobao rules, they will adopt promotion and marketing methods suitable for the store and products to effectively improve store traffic, conversion rate, platform comprehensive competitiveness, etc. The service content generally includes 1. Online sales platform construction, market research/operation planning: determine the online sales brand positioning based on the brand and online consumer conditions, and formulate a three-phase plan. Project team formation: Wangying establishes a complete project team for each customer and assists the company in cultivating its own team. Settlement platform: Provide one-stop service for settling in high-traffic e-commerce platforms such as Taobao. Store design and decoration: Determine the design style according to brand positioning, and provide professional web design. Product placement on shelves: Upload product information to the online sales platform according to a certain template. Online store management standards: Establish online store regulations and standardize operation and management

2. Brand marketing and promotion. Soft article implantation: blogs, forums, and SNS soft advertisement implantation. Brand theme activity planning: launch regular theme activities and regularly participate in Taobao's fixed marketing activities. Marketing tool application: Taobao 123show, Taobao guest, video and other promotional tools. Circle marketing: The establishment of store SNS communities, such as independent sites for stores and consumers to interact (Taojianghu), product gang construction and maintenance, etc. SEM, SEO optimization: improve store click-through rate and conversion rate; store regular off-site promotion, etc. Advertising: Advertising plans to maximize resource benefits and effect tracking feedback to assist companies in promoting the use of marketing tools such as Taobao Express. Customer management: customer relationship management team and return visit mechanism. Channel control: Maintain online brand image, rectify online infringement and piracy

3. Product photography and art services Shooting positioning: A professional visual marketing team provides suggestions and confirms style needs with customers. Shooting planning: shooting method selection, model selection, makeup and matching, scene selection, and creative conception. Formal shooting: Professional models, indoor and outdoor shooting, tile shooting and other forms are available. There are two high-end studios in Hangzhou and Beijing. Post-image processing: color, proportion, structure adjustment; page finishing, adding design elements

4. Mall online store operation services Data analysis: statistical analysis of industry, brand, and store online sales data. Sales support: sales team formation, accurate sales and improvement feedback based on data support. Software support: The online store data is connected with the company's order and inventory system to achieve synchronized management. Distribution platform construction: Distributor recruitment and contact, and distribution channel expansion. Logistics support: Provide logistics interfaces and provide training for customer logistics departments. Store management software: Use store management software for daily store operations and monitoring

5. In-depth e-commerce strategy report Corporate e-commerce overall plan: Tailor-made a complete set of e-commerce from platform construction to brand promotion for customers Solution, choose the best channel integration. Construction of an independent B2C platform: An independent B2C platform based on Taobao's underlying data but with an independent domain name, with transaction and payment functions. Internet promotion strategy consultation: overall brand promotion plan formulation and investment budget consultation. Internet standard guidance: There are many rules that need to be learned on the Internet platform to ensure the normal operation of the store. Wangying will provide senior platform operation standard coaching services. Client company’s team training: Help clients develop internal teams to enhance the company’s own e-commerce capabilities. How to operate a Taobao store by yourself

The first step in Taobao operation is to formulate an overall project strategic plan. As the old saying goes, "Everything is done if you are prepared, and if you are not prepared, it will be ruined."

Before officially entering Taobao, you must make a plan, analyze the market, competitors, target consumers, and gain insight into the strengths and weaknesses of your own brand, products, and enterprise. Taobao provides many data analysis tools that can easily conduct various data analyses, such as the total industry size, hot-selling products, competitor sales forecasts, etc. By analyzing these data and combining it with its own product advantages, it is possible to establish directions, clarify ideas, clarify positioning, formulate sales goals, Taobao development stages and development steps, and determine the stage of team formation. A specific operation schedule form will then be formed. All the following work is specifically executed according to the strategic blueprint. Of course, in the specific operation process, the original plans and goals may need to be continuously optimized and adjusted according to the actual situation. I believe that only by first doing a good job of analysis, formulating strategies and specific execution plans can we divide work, collaborate, take targeted precautions, and maximize the value of resource integration.

The second step of Taobao operation is to form an operation team. After the overall project strategy is planned, the first thing is to organize resources, including human, financial, material and other resources. The biggest problem is team formation. Talent is the core of Taobao operations, and all work plans need to be executed by people. Team formation can be large or small based on strategic sales goals and investment, and should be gradually adjusted during the specific operation process. A complete Taobao e-commerce team consists of at least the following positions: project director, copywriting planning, product operations, Taobao promotion, art, customer service and other personnel. Among them, if circumstances permit, copywriting planning can also be broken down into product copywriting and communication copywriting, while product operations mainly include product analysis and planning, promotion organization, etc. Taobao promotion specializes in the use and promotion of various Taobao tools such as through trains, and art is For store decoration, product product page design, event page design, etc., customer service must be someone who understands product knowledge, has strong sales ability, has fast typing speed, and understands Taobao culture. To form a team, you need to first determine the positions, clarify the job responsibilities and division of labor, and then recruit through various forms. After the people arrive, they need to be trained, managed and assessed. Of course, in fact, one person can also do Taobao, but he needs to complete all the positions. Then only a super talented person can become a professional. Warehousing and logistics belong to the establishment of a supply chain system and will not be discussed here. As an e-commerce company with large-scale online retail, supply chain management is its core competitiveness.

The third step of Taobao operation: plan and decorate the store. Choose a name and do the preliminary work for the application. After approval, you can officially start planning and decorating the store. Of course, because Taobao Mall review work sometimes takes a little longer, most of it is done simultaneously. After registration, the decoration is uploaded directly. Taobao store planning is actually not complicated, especially since the module column programs have been determined, and you only need to determine the content. However, in fact, a store decoration plan is not that simple. It is necessary to analyze a large number of competitors' stores and the advantages and characteristics of your own brand in advance, and then plan the column based on the target audience and some later operation ideas. For example, many Taobao stores focus on interactive communication and will add some gang and community columns. Those that pay great attention to the history and personality of the brand will generally have a brand traceability column. At the same time, product classification is also a very important topic. How to classify products to give consumers a better shopping experience requires repeated testing and consideration before drawing a conclusion. After the planning is completed, the art design is executed. From the store sign, store logo, homepage to product display page templates, to the personalized design of the column brand page, etc., all must be visually expressed in the planned style of the store. Taobao design has a relatively special requirement: it must be lively but not cluttered, it must have a shopping atmosphere, and it must be clear and orderly.

The fourth step of Taobao operation: planning packaging products This step should be the key to operation. There are many factors that affect the conversion rate of a store, but product is definitely the most important element. Product planning contains a wide range of content. The first is product line and product portfolio planning. The marketing textbook has a four-image matrix portfolio planning of "star, golden bull, thin dog,?". In the same way, when doing Taobao, you must determine the traffic-draining products, blocking products, profit-making products, and follow-up products. This is combined with product pricing to form a complete product width and product mix to achieve a balance between hot sales and profits. For many traditional companies, another important issue is how to solve the conflict between online and offline product channels. The second part of product planning is the planning and execution of the product baby page.

How to show the most sales force of the product, how to take product pictures to impress consumers, and how to write product sales copy to achieve great sales? Is product copywriting mainly based on rational explanation or emotional impression? What are our advantages over our competitors? How to stand out? These issues require analysis and planning before they can be solved initially.

The fifth step of Taobao operation: product promotion operation. Product promotion operation and product planning actually complement each other, and together with the next step of promotion operation, they form the core of daily operations. Product promotions in Taobao stores can be divided into three categories: 1. Participate in various Taobao promotions; 2. Plan and create various themed activities for your own store; 3. Use related sales, cross-sales and other means to bring products to life and increase users Stickiness increases unit price per customer. These three types of promotional activities are interrelated, and there are many forms below. Used in combination, these methods can create hot products and achieve sales leaps. Remind everyone that promotion is just a means, the purpose is to increase sales. However, many Taobao stores are currently stuck in a vicious cycle of no promotion and no sales, and sales only with promotions. The main reason is that the stores and brands lack unique selling points and differentiation. They have no personality, no attractive unique points, and the brand has no premium ability. What's more, No fans.

The sixth step of Taobao operation: promotion operation Taobao store promotion operation is actually integrated with sales promotion. Taobao has gathered a large amount of precise purchasing traffic for sellers, and all they have to do is turn this traffic into customers. The Taobao platform provides many promotion tools and ways. For example: the through train most commonly used by small and medium-sized sellers, and the advertising used by large sellers. In addition, Taobao's product search rankings and store search rankings can bring huge precise customers. This requires careful study of the rules of Taobao search rankings, and then Targeted optimization. The use of Taobao customers, based on the sales sharing model, provides Taobao store sellers with a way for online distribution and promotion. In addition, the SNS community promotion of Taobao Sharing is also a huge form of free promotion. See the figure below for details. It should be noted that I have always believed that the promotion and operation of Taobao stores must focus on the traffic within the Taobao site. The promotion outside the site is not accurate enough and the conversion efficiency is low.

The seventh step of Taobao operation: customer service sales Customer service sales is the key link to achieve sales, the last step, and has a core position. In the customer service and sales process, standardized and systematic operations need to be carried out from the aspects of job skills, business knowledge, network culture, daily management, training, etc., to realize the process flow and replicability of the sales customer service system. The eighth step of Taobao operation: data analysis This may sound a bit fictitious, but data mining and analysis are the most obvious differences between e-commerce and traditional offline commerce. E-commerce data is accurate and real-time. Almost all strategic planning and operational planning need to be supported by specific data. Data analysis is just a means. The purpose is to discover problems and opportunities through data analysis, formulate strategies, improve promotion effects, increase store conversion rates, and thereby improve the entire store. ROI to maximize corporate profits. What are the platforms for Taobao promotion?

1. Taobao customer promotion: At present, this method is more reliable, because it promotes the paid business first, such as finding a well-known large-traffic platform like Niudan. Impressions and clicks are all free, and Taoke commission is only paid after the transaction is completed. This promotion method is currently widely used.

2. Gift promotion: The editor thinks this is also a good way of promotion. When purchasing goods and reaching a certain amount, you will be given small gifts. Many people like to "give" things, although the gifts themselves are not It is not valuable, but it will satisfy the "vanity" of many people and they will feel that they have earned money, so gift promotion is a good choice.

3. Taobao community promotion: As online shopping is still popular, many Taobao communities have emerged. Both buyers and sellers like to visit communities. Buyers hope to find the products they need, and sellers If you promote your own products here, everyone may become your potential customer, but you need to pay attention to some community rules when promoting.

4. Forum promotion: Forums are also widely used and the most popular places. For example, the Tianya Forum is known as the largest communication community for Chinese people. The large number of people and the popularity are evident. Of course There are also many forums that are very popular. This is a suitable place for promotion. Of course, forums like Tianya prohibit advertisements and spam posts, so we must be skillful in posting. Forum signatures can also promote promotion. Effect.

5. QQ group promotion: As our most commonly used chat tool, QQ is naturally a rare promotion tool. We can join some communication groups of Taobao buyers or sellers and chat through Of course, don't go too far when promoting your own products, as this may result in you being kicked out of the group by the group owner.

6. Blog promotion: Nowadays, blog marketing is quite popular. Well-known bloggers such as Han Han, who we are widely familiar with, have links to online stores. If you can If you start a blog and put a link to the online store in your blog, the traffic will increase dramatically.

7. Through train promotion: This is the most direct promotion method to increase store traffic. You only need to choose the products that you think are more advantageous and competitive, and then hang up the through train. Because this is Paid promotion does not guarantee a transaction, so the selection of products, price control, hanging channels and methods are all very particular. This kind of promotion is relatively expensive, so be sure to pay attention to the precautions.