Where is the way out for corporate Taobao stores?

The roundtable forum is a major feature of the regular meetings of the Laogao Crown Club. I will invite several very powerful big businessmen and Golden Crown Club brothers to discuss a certain issue and diagnose certain members’ problems on the spot. question.

Where is the way out for grassroots Taobao?

The following is a selection of the full text shared:

Member 1:

Currently the company has two of its own products and 23 other agent products. Now it uses C Store management, because the product has a body shaping function, it is not possible to open a through train. It is a bit difficult and confusing to promote new products. In this case, is it suitable to open a Tmall store?

Fei Ge:

You said that you currently have a C store, but it cannot be a through train, so you don’t know how to promote it. So, do you mean that after opening a Tmall store, you will have some traffic. In response to this situation, according to Taobao My advice to you about the current sales situation is that if you point to opening a Tmall store and there will be traffic immediately, then I think you may be a bit naive.

Although Taobao has some biases in some aspects, it is mainly in its own operations. I opened a Tmall store in 2009, and there will indeed be some Tmall-related resources in 2011. , but today it mainly depends on your operation, your ability and your operation. It is unlikely that you will get traffic immediately if you open a Tmall. This is my view on this matter.

Scrophulariaceae:

I have just repeatedly told everyone that something is called self-operation. What Fei Ge said just now confirms this matter. There was an incident that impressed me deeply. We I once pulled data and found a seller with three diamonds. What does he do? It may be a small store opened by his family, selling quilts. A hundred quilts may pop up in a month, and then in a few days they will be sold. After selling it, I stopped opening a store and continued to play cotton. Then I popped up hundreds of quilts and sold them all at once. This thing left a deep impression on me.

Is our Taobao business e-commerce or business e-commerce? In fact, if you treat this as a business, it is ultimately your own problem. You cannot get through trains or daily specials for this special category, so what should you do?

It is unrealistic if you rely on the little traffic Tmall and Taobao give you to start a business, but now Alibaba has many things that can help you do this, including Our Weitao, our contacts, etc., you can manage the user base of your product. If you run it and your product is helpful to consumers and they can accept it, your user base will gradually grow. Yes, this is self-operated. Moreover, Taobao is now launching a new product. The current cost for new sellers is too high. Maybe in the future, everyone can use mobile phones to release a product and people who want to buy it can buy it. In fact, what Taobao is doing now is what I just said. :

We return to where we should be, and Taobao does its job well as a platform.

Everyone knows that Alibaba has invested in Haier’s RiRiShun Logistics. Why should we cooperate with them? In fact, Taobao wants to help sellers solve the express logistics aspect. In the final analysis, it is you who will make the business successful. You, go to the Building Materials City and rent a stall to sell building materials. Whether your business is good or not depends on you. It has nothing to do with the boss of the Building Materials City. I will handle the management issues around the Building Materials City and solve the security issues. Really. The operational problem is still yours.

Lao Gao:

I just said people-oriented. These four words can solve this problem. I believe everyone will encounter such a problem: where do our customers come from? Where do our users come from and where do our fans come from? We must put aside Taobao thinking from now on. After doing Taobao for a long time, our thinking will become a little solid. There are many such customers on the Internet, and they will expose their needs. They will build a circle, and the circle will reflect their value.

Member 2:

The cost of doing Taobao is very high now, sales have increased, and the turnover has reached tens of millions, but my income is not as high as it was three years ago. , and even lose money. May I ask where is the path for grassroots Taobao without factories?

Gou Jian:

Let me introduce myself again. I am Gou Jian. I am responsible for Taobao BI industry operations and marketing product business data analysis. I have a friend who is now It’s a store with two stars on Taobao. It took more than two years. It’s a bit similar to the problem just now. He also made a lot of money at the beginning. Later, he encountered the problem of how to build a brand and find manufacturers. I just said you don’t have one. Factory, but this problem can be easily solved. Now there are many manufacturers who want to switch careers to Taobao, hoping to receive orders from Taobao. The same is true for my friend. He said that his net profit last year was three to four million. , as of this year, his net profit was zero a few days ago, and he said he was going to start building a brand.

Brands need to find their own factories, and there will definitely be a period of pain. It may be that the transformation period needs to be shortened as much as possible. There are more and more sellers, and there is only so much traffic, so you need to build a brand quickly. Learn to build a circle, make good use of money as much as possible, and transform quickly.

The previous gameplay is no longer suitable today. If your net profit is zero today, then you have already surpassed 80% of Taobao sellers, so you can still make zero today. It means that you are already relatively successful, because 80% of sellers may be negative. What you need is to learn quickly. If you come here today and realize this problem, you have already succeeded. If we think that we are At the grassroots level, at our current level of competition, such as team management, product line management, and supply chain management, this kind of thing had nothing to do with us five years ago, so if you are now If it is zero, it means that there is no problem with your skills. Then you need to learn quickly. When you feel that you have not learned as much as you think you can, don't invest blindly.

No profit is actually a common phenomenon. We have to ask ourselves why there is no profit. In fact, it may be that our products, our marketing, our services, and our brands are not differentiated, or you have Differentiation, or you let others think you are different.

For example, Fei Ge and I wear the same clothes. I can sell them more expensively than him. Although our products are the same, I can make customers think that he has the same clothes through my packaging and introduction. Differentiation, for example, if this dress is worn by me, it will cost ten yuan more. The second one is that there are no customers who follow you, that is, you have no fans. As long as you have fans, you will definitely have profits and you will have loyal customers. They will follow you. How can you make no profit? If you want users to follow you, you must make them trust you. As long as you build a kind of trust, you will have fans.

Lu Shang:

There are many people who make money and live very well, but you can’t find them in Tofu Block. We have done research before and there is a company called Aidink. He only has 200 orders a day but his financing has reached 20 million. There are many innovative models. Simply grabbing traffic without skills is becoming increasingly unsustainable. Why should everyone continue to do it? This should be carefully reflected on, business is very cruel.

Member 3:

I was in the physical business, and then I transitioned to Tmall. I am currently in the cosmetics category, with monthly sales of about three million. I want to continue to develop, how can I do it? How can we find the right talents to build a team?

First of all, your question is very high-level. You have basically considered it from a team perspective. Many sellers will encounter this problem. Our industry is developing too fast. It is suitable to be a professional manager in this industry. There are not many, and the talents poached from offline have proven to be not very suitable, so I personally suggest that maybe you can consider it from a mechanism perspective. In the past, we all operated one store by one operator. At that time, this model also led to many merchants They are all in the hot-selling economy. From an offline perspective, running a whole store is at least a vice president level, because he needs to select products, choose activities, communicate with artists, and have strong working ability. So under the current conditions, it is very difficult. It is difficult to find such a group of people, so now we will break the concept of a store and turn it into a product project manager. Each basic operation staff will directly operate a product line or sub-category, which requires his ability. It will be a little less. A lot of store operations personnel are not enough. In fact, you don’t need two very capable operations. It can be turned into five basic operations. This is what I have proven through facts.

Whether you want to recruit talents or recruit people, recruiting people should not be that difficult. Recruiting people is actually very simple. Just go to relevant job fairs to find them. Many operations now select bosses. If I It is a traditional offline boss. I open a restaurant, find a partner, I give you 55% of the profit, and then you help me build the restaurant. I think this is not a real business. The idea is that as a boss, you should understand the things themselves. In fact, after you understand these things, you only need to recruit people to help you solve this problem. Talents are really rare.

Member 4:

The repurchase rate of home decoration and furniture categories is not high. What kind of suggestions do you have for old customers?

It is true that the repurchase rate of this type of product is not high, which will have a certain impact. You see such a problem because the front-end traffic is very hard. In fact, there are two different understandings of the repurchase rate. One is that I bought it today and I will buy it tomorrow. The other is that I bought it today and I will ask Lao Gao to buy it tomorrow. You have to spread your thinking a little bit and don’t think too rigidly. You can be a topic and a regular customer. , circle marketing.

Don’t get stuck in product marketing. We need to do value marketing, such as facial masks. Do you think customers buy facial masks for this product? In fact, what they buy is fantasy. We need to amplify this vision. , what is your value, what they need is a warm family, you just need to associate the product with these.

Thank you for your attention and support to the Laogao Crown Club www.shxuanming.net