Seek the overall plan of Taobao shop operation

The first step of Taobao's operation is to formulate the overall project strategic plan.

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.

When the overall project is strategically planned, the first thing is to organize resources, such as people, money, things and so on. 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.

Nowadays, many friends who are doing e-commerce are actually at a very high level. Many times, they don't know where to start. They are busy in the past every day and there is not much business. They go to various forums and browse the posts of the so-called great god, and finally find it useless to themselves. I found all kinds of tutorials online, and I felt very scattered. As a result, I finally learned clearly and the gameplay changed. So if you really want to make a difference in the e-commerce industry and bring your store back to life, you can come to this group to study. The beginning is: 375, the middle part is: 223, and the last three digits are: 790. If you combine them in order, you can find a new world of learning.

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.

Take a good name, do a good job in the preliminary work of the application, and after passing the examination and approval, you can officially start the planning and decoration of the store. 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

This step should be the key to the 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 four-image matrix combination planning of "star, Taurus and thin dog" in the marketing textbook. 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 and 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 operation

The promotion and operation of Taobao stores are 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

This 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.

Above, I discussed Cai Gentan's views on Taobao shop operation from the institutional level. The article does not involve specific skills and methods, because it will not be an article, but an endless book. In fact, whether it is Taobao operation or website operation, the above steps are necessary. I am a Tmall operator and have two C stores. I don't care much about my store C, so I devote myself to the company. You need a surgical plan to show that you really don't know how to operate it. The so-called operation is not a rigid position, but to operate according to the actual situation of the company. For example, the ability to undertake customer service requires the warehouse to standardize the process, financial promotion expenses, artistic copy planning scheme, stocking forecast and activity evaluation, all of which should be judged according to the actual situation. Unlike customer service, he only knows the standards given by the operation, but as an operation, he must have his own vision to improve the overall efficiency of the company. The scale of different companies determines the operating workload. If it is a big company, the person in charge of the operation department, the meeting will be directly communicated to all departments. A good operator is to arrange his own work according to the actual situation and do what he should do today. It is because the boss does not understand that operators are required to take the lead in development together. Bosses who know how to operate are also trying to reduce their work pressure and energy. 1, keep up with the latest official output.

Taobao has added many content modules in the past two years, which are all needed by users. Therefore, if he keeps up with Taobao's pace in time, he will always have welfare support at the beginning when he comes up with new gameplay modules. For example, today's headlines and good goods modules, you can go to Taobao Daren to publish information yourself, or find a Taobao Daren to pay for promotion.

2. Refined operation: flow and transformation

For those who don't have so much energy to study the ever-changing new things in Taobao, it can optimize the current traffic channels and conversion efficiency. For most sellers, the main channels to get traffic are natural search and through train. As mentioned above, Taobao has restricted the free traffic of different levels of sellers.

It can quickly increase the turnover and break through the restrictions of grade flow, such as participating in activities, giving high commission to taobao guest and letting people in taobao guest help promote it. When grading, we must be able to operate well, otherwise we will lose money if we fall back.

For sellers who lack resources, it is difficult to break through the level limit and the natural flow will be much less. This can only completely change the process of the pay through train. The key factor of through train is click-through rate. How to maximize the click-through rate and reduce the overall through train cost?

If others have 2 yuan's traffic and they only want 0.5 yuan's traffic, then the cost they invest is only a quarter of others' and they are very competitive. There are many lessons in driving a black car and the risk is too high. Remember, if it is reasonable, try to increase the click rate of the through train. If the seller lets Taobao make money, Taobao will be lenient to the seller.

Then the conversion rate increased. The issues involved in this point are more complicated. Simply put, it is price, sales volume, details page, evaluation, customer service guidance and product style. Many times, the style of the product is fixed, and more is the price, sales volume and promotion in the details page. Refer to the practice of peers and find some good ideas. You can find someone to help you increase your sales. The price can be adjusted step by step, and the final transaction rate will be seen after adjustment.

3, the change of business model

The competition of Taobao is too great, and now it is fierce. It won't be long before you lose your edge. So, when you have an advantage, leave yourself a way out. In the past, both buyers and sellers were one-time transactions, and after the transaction, they no longer had contact with customers. It's best to keep customers now, and let customers add their own social media platform accounts for each transaction, so as to continue trading in the future.

For example, a friend sells health massage equipment, and the customers who buy the products are all people with physical and joint pain, but those customers also need plasters. You can add the seller as a friend and then recommend friends with the same needs to the seller. When selling massage equipment, it takes traffic to get this customer, but when selling plaster to him, this traffic is equivalent to free. To develop other related needs of users, so as to make profits, so as to make themselves more competitive.

4. Multi-platform operation

As mentioned earlier, the competition of e-commerce platforms has intensified, and many new platforms have emerged. For the new platform, in order to attract sellers and buyers, they will give great discounts. At this time, when the seller goes in, there will be many unexpected gains. Taobao operation needs sellers to make more changes. Taobao has changed. As a seller who relies on Taobao to survive, he can only follow Taobao's policies and find the most favorable side for himself.

Extended data:

Five skills of Taobao store operation;

1. Selection of the best category

When releasing the baby, you can get the first category recommendation recommended by Taobao by entering the main keyword, which is usually the best category, and then you can refer to the top competitors as a comparative reference for category selection.

2. Selection of the best attribute

Collect the precious attributes (commodity parameters) of competitors in the first few pages of Taobao homepage and record all the attributes. For example, count the treasures on the first two pages, list all the attributes on the first two pages, and then record the times of each attribute, such as leisure and material scrub, which proves that Taobao will recommend these attributes first. If you can choose this for your product, then decide. If the products you choose are few or have no attributes, it means that most of the products you choose are defective, so it is recommended to replace them, because there is little chance that the baby can achieve the first few pages.

3. Title writing and optimization

Do a good job of optimizing the title before putting it on the shelf. You can search on the computer and mobile phone at the same time around the main keywords, and choose the long tail words overlapping on the mobile phone to add the combined baby title. Sellers who open the business consultant market can choose words more accurately.

4. Price reference

On the basis of considering the cost and profit, you can refer to the price range in mobile phone Taobao baby screening, and the proportion of the price range will be clearly written, such as 67- 196, 36% selection; 196-420, 28% selection, etc. These are the data given by Taobao system. Sellers can refer to the preferences of these buyers and determine their own prices in combination with the competition of the number of babies in these price ranges.

5. The problem of loading and unloading time has little influence on mobile phone Taobao, but the influence of computer general category is still relatively large. The main principle is to avoid strong competitors as far as possible when choosing a good trading plate. Doing Taobao is a process of accumulation. As the saying goes, Rome was not built in a day. First, optimize the internal strength, optimize the weight, let the shop flow, and the natural shop will slowly start. Learning is very important in this process. We summed up the experience and lessons, so we created an operational learning skirt. The first few are five, two, four, the middle ones are two, four, and the last ones are one, four, two! Just put it together! 1. First, do a good job of positioning and find the products and services we want to sell. Only by doing a good job of positioning, the work behind will have direction, development and prospects.

2. Choose a good industry, analyze the market, have a clear understanding of the customer base, have a certain cognitive basis for products and services, and be able to understand this knowledge in detail, which will be of great help to the pre-sale, sale and after-sale of the store in the future.

3. Find a good source of goods, and a good source of goods is the beginning of success. If the supply of goods is unstable, the hard-won explosion will die because the supply is not timely, and everything will be gone.