Taobao enterprise store operating expenses

We all know that now is the era of the Internet. The Internet era has given us a lot of conveniences. For example, Taobao online shopping platform, we all know that Taobao brings a new way of shopping. Everyone, we can buy products from all over the country without leaving home and wait for them to be delivered to our door by express delivery. Many merchants are very optimistic about this sales method and have settled in one after another. If we don’t operate a store, there will definitely be no sales. How much money does it cost to operate it? Woolen cloth? Let's take a look. Taobao enterprise store operating expenses

1. In fact, the "cost" of ordinary merchants is not only the product itself, but the inevitable expenses incurred in the entire sales process of the product. The most basic thing is that the "cost" is* **Includes 6 major items: 1. Product cost (for example, 20 yuan); 2. Packaging cost (inner packaging, outer packaging, hangtag, after-sales card, packaging supplies, for example, 5 yuan); 3. Logistics cost (warehousing, express delivery , for example, it is 12 yuan. It should be noted here that the seller says that this is not a "cost" because it does not require free shipping. But for consumers during the shopping process, whether free shipping or not, it is a one-time payment and free shipping logistics costs. It is included in it. Consumers who do not include postage must pay the courier fee together. How much money they spend is considered a one-time consumption? Does it matter whether you include it or not? So express delivery is a "hard cost"); 4. Tmall deduction points (the average deduction point is 4, which is 2.4 yuan based on the sales price of 60 yuan); 5. Taxation (let’s calculate the average deduction point is 8. Don’t mention that online stores do not pay taxes. Tmall stores correspond to corporate bank accounts, not For personal bank cards, every penny of tax on all transactions is indispensable, which is 4.8 yuan); 6. Photography and production costs (fast-moving consumer goods are especially high, and mock-ups are required, and the single product SKU is listed on the shelves. It requires shooting, editing and post-production, etc. Let’s count it as less than 3, so it is 1.8 yuan); Ok, the above 6 costs add up to 45.4 yuan, accounting for 75.7 of the 60 yuan sales price, and a rising tide lifts all boats, it is sales The hard expenditure cannot be reduced. In other words, if a product with an ex-factory price of 20 yuan is sold for 60 yuan on Tmall, the hard cost accounts for more than 75 yuan, and the remaining gross profit is about 25 yuan, or 15 yuan. So let me ask, have you made money? Unfortunately, in addition to the "fixed costs" above, the "variable costs" are even more terrible, and the variable costs are divided into three parts: 1. Labor cost, which means you have to spend Qian Yang’s team is engaged in e-commerce and the cost of operating Tmall is reduced to 6 people (operations, design, customer service, warehouse management...). Since Tmall is a corporate operation, in addition to employees’ salaries, pension insurance, and office expenses For the whole stall, the price in Guangzhou will not be less than 7,500 yuan per person, so it is 45,000 yuan per month. Therefore, Tmall has the meaning of existence. If you follow the above "multiplied by 3 times sales", your store will sell 500,000 yuan per month and the labor cost will be 9. However, in fact, for ordinary businesses, if the labor cost can be controlled within 15, it is very good. 2. Advertising costs. Advertising costs are promotion and selling traffic. This is an indispensable expenditure for e-commerce as an Internet industry. Generally speaking, advertising promotion costs are at least no less than 12-15% of sales. More than 20 is normal. Calculating based on the transaction price of the above-mentioned goods of 60 yuan per customer, the monthly sales volume is 500,000 yuan, which means 8,333 items need to be sold, and 277 items need to be sold every day. If the average conversion rate of Tmall is 2, the number of UVs (people) that need to be introduced every day is 13,850. Assuming that advertising accounts for 20 of the daily introduction traffic (number of UVs), then 2,770 people need to be introduced for promotion. On Taobao, marketing is mainly through through trains , diamond booths, promotional tools (such as Juhuasuan), assuming an average cost of 1 yuan to introduce one user, then it will cost 2,770 yuan per day (actually far from enough), then 83,100 yuan will be spent on advertising a month, accounting for 500,000 monthly sales of 16. The sum of these two items, if controlled well, accounts for about 22-30% of sales.

That is to say, fixed costs plus variable costs are all included, and there is no money to be made, or at best the balance is even... Wait, are you really not losing money? It’s not over yet, how much money does it cost to do business, and how much inventory do you need to prepare? What is the cost of goods, capital chain and inventory? Continuing with the above, assuming an average monthly sales of 500,000 yuan, the total sales volume in a year is 6 million yuan. The breakdown by four quarters of a year is as follows (assuming an average sell-through rate of 80): 600,000 units sold in the first quarter, approximately 360,000 needed capital, leaving 70,000 inventory costs. 1 million units sold in the second quarter, approximately 600,000 needed capital, leaving 120,000 inventory. Cost: Sales of 1.4 million in the third quarter, requiring funds of about 840,000, and inventory remaining of 160,000. Cost: Sales of 3 million in the fourth quarter, requiring funds of about 1.8 million, leaving 360,000 in inventory costs. If the total cost of inventory is 360,000 yuan, a business of 6 million a year requires funds of Between 2 million and 2.5 million. In traditional industries, if the return on investment is less than 15, then this business is still not good: because if the CPI rises by 10 every year, the 2 million you invest will require 2.2 million to prevent it from depreciating.

Then, the above-mentioned fixed costs plus variable costs have been basically all spent, and there is no money to make. There is still extra money to spend on funds and inventory. Isn’t this a total loss? ? 2. After analyzing the above operating costs for extraordinary merchants, if you want to produce on Tmall, you have to do this: 1. The ex-factory price of the product is 20 yuan, multiplied by 4 times the sales, the fixed cost must be controlled below 50-60, and the gross profit will be If it reaches more than 40-50, the annual net profit can reach 10-15, which is almost the same as the CPI increase. In fact, it still makes no money; 2. The ex-factory price of the product is 20 yuan, multiplied by 5 times of sales, the fixed cost must be controlled below 50, and the gross profit will reach If it is more than 50 yuan, the annual net profit can reach 20-30 yuan, which is a little bit of money; 3. The ex-factory price of the product is 20 yuan, multiplied by more than 5 times of sales, such as multiplied by 6 times, 8 times, 10 times... Wait, you can What is multiplied by so much? There are thousands of competing merchants and similar products in any category on Tmall. If your products are not cost-effective, what are you trying to do? Why are consumers willing to buy such expensive things? Moreover, online shopping cannot Is it just for the sake of cheapness? Therefore, once the sales price of the product is more than 5 times the ex-factory price of the product, your "conversion rate" and sales will be worrying. Okay, since you are an "extraordinary merchant", there are always ways to increase profits: 1. Customer unit price, if the customer unit price is higher than 100 yuan, and the order combination rate is higher than 1.5 (each package contains several products), Logistics and packaging costs will drop by more than 10%; but high unit price will reduce the conversion rate; 2. Conversion rate, if the conversion rate is higher than 3, the advertising cost will drop significantly by more than one-third; 3. Return rate, the return rate is For free traffic, the focus is on the brand, that is, product quality and user experience. Then the product cost, shooting and production expenses, and packaging costs will increase. The bloody truth is revealed: The first thing is to burn money rather than make money. Build a brand by burning money, gain market leadership by burning money, obtain investment by relying on market scale, and then use investment to expand scale... Such a cycle, how can there be a second in this? Is the play good? Of course, there is no possibility of "counterattack". The principle of "counterattack" is to be bolder and more ruthless in burning money and losing money to defeat the number one. In the final analysis, this is different? So? They are extraordinary merchants. They are not short of money, but they are not making money. Can millions of sellers learn this pyramid logic? You know, the top of the pyramid is so glorious, but the bottom is piled with bones. Summarize. Therefore, burning money when operating an online store is not a long-term solution. Yuetao e-commerce agent operation can help you accurately attract traffic and reduce unnecessary expenses. Our team helps you differentiate your competition, build a Tao brand, and with efficient management, we can always open up a market that belongs to you. What should you pay attention to when operating a new Taobao store?

1. Do you need to think and plan when operating Taobao?

For a new store that has just opened, if you want the store to develop better, sellers must There must be an overall plan.

For example, this is the main product, how to promote it in the next stage, what to do after the promotion, etc., have an overall plan, and then make a detailed plan, and the store will follow the plan step by step. It is easy to operate, so that the online store can get off the ground.

2. Learn and learn from other people’s experiences?

Most novice sellers have little experience in running a store in the early stages of opening a store. During this period, you need to learn more, learn from other people's successful experiences, and at the same time combine it with the actual situation of your own store until you turn other people's experience into your own. This is also a very common skill in store operation learning.

3. Learn to analyze store data?

Many novices have never learned store operations, so many people are indifferent to data, but store operations are closely related to data analysis, and even All problems can be reflected in the data.

If the seller does not seriously analyze the significance of each data in the store's backend, then we will not be able to control the current situation of the store and cannot find the store's problems. One day, the problems will accumulate and become one-time problems. Once it breaks out, it will be irrecoverable.

4. Optimize every detail of the store?

Everyone has heard that details determine success or failure, and it is also very applicable to store operations.

There are so many details that need to be paid attention to when learning store operations. Not to mention the significance of each data fluctuation and comparison in the background, issues such as store service attitude and product logistics packaging are worthy of serious attention. to treat it and keep improving.

5. Retain repeat customers?

Many businesses say that customers come first, but in fact they say one thing and do another.

And stores are different from physical stores. Buyers can only understand the products through pictures during the purchase process, and there are no sales staff equipped in physical stores to explain face to face.

If you don’t pay attention to customer experience in this case, it will be difficult for buyers to come back to buy your goods. And if you can really put customers first, it will not only increase the traffic of your online store, but also help establish a good reputation.

6. Promotion work?

If a new Taobao store is not promoted, the store will not be popular. Therefore, store promotion work must not only be done but also done well.

In addition to free self-media promotion methods, through-train and Taobao customer promotion are also popular methods for novice sellers.

Although these two methods require a certain cost, if you are a new product, then I do not recommend you to drive a through train, because it is meaningless and has little effect. What tasks does a new Taobao store need to do

1. The store needs to conduct daily data analysis. Data analysis requires some tools, such as quantum computing, data cube, and e-commerce express data, etc. The collection of tools will bring more comprehensive data to the store for analysis. In daily maintenance operations, at least half an hour should be spent to do this work.

2. It is necessary to manage the daily trading situation. During the buying and selling process, order anomalies are likely to occur, which need to be dealt with in a timely manner. Data feedback on order reminders must also be provided during the transaction, and the efficiency of order reminders must be optimized in the customer service process. The time this requirement takes depends on the situation, but generally it is about ten minutes.

3. Daily Taobao customer maintenance operations are required. When doing customer maintenance, you can do some satisfaction surveys on product usage, store customer service, etc., and then do a satisfaction survey on customers after they purchase the product or use the product. For users who have purchased products before, they can be classified, and then daily coupon notifications, event notifications and other marketing links can be carried out through WeChat or SMS.

4. Monitor the important goals of the store. The PV, UV and other targets of the product must be monitored regularly. For changes in these data, if an abnormal situation occurs, the cause of the problem must be found in time, and then the cause must be analyzed to find a suitable treatment or optimization plan.