Many bosses recruit operators with the original intention of recruiting people who understand marketing! However, the backstage operators of online stores are all recruited. Why?

I think this is related to the particularity of e-commerce work. Because the e-commerce operator's work is realized through the computer background, he must contact with the computer, and all kinds of operation schemes must be operated through the online store background, so the website operation cannot be separated from the computer. Therefore, the operator recruited by the boss must understand the background operation of the online store, so it seems that the operator is like a background operation.

However, real operators rarely personally operate the backstage work of online stores. The main job of a real operator is to analyze the "playing style" of online stores, consider how to get the maximum turnover with the least advertising expenses, or formulate what kind of promotional activities to create "explosions", analyze competing products and formulate corresponding countermeasures to control the key nodes of marketing activities. These strategic tasks are what a high-end operator should do. As for the specific background operation, but for many small online stores, because of their small scale and small strength, one or two operators are often enough. In this case, the operator has to do both strategic work and specific operational work, so it gives the impression that the operator has become a backstage operator. This is not the operator's problem, but the actual situation of the online store, so the owner of the online store should not ask too much of the operator.

As for whether operators know marketing, I think they generally do, because the job of operators is to make the sales performance of online stores better, so they must know marketing. However, just because operators know marketing, online stores will certainly make money, because there are many factors that affect e-commerce sales, such as the marketing ability and service ability of customer service, the price of products, how the details page of online stores is done, and the intensity of promotion. In short, online shop operators must understand the background operation whether they are doing strategic work or specific implementation work.

If the operation is good in the later period, it may make the online store sell well, which is excellent operation. On the contrary, if the backstage operation is fierce and the products can't be sold as a result, the boss may blame the operation, as your question said.