I. Business planning
1, online and daily management of the store
(1), determine the overall style of the store, and do a good job in the art of each area.
2. Refine the contents of the buyer's instructions and try to let customers shop independently.
(3) The artist is responsible for processing the pictures of the products for sale and editing the relevant copywriting descriptions.
(4), edit the title of each product, baby description, after verifying the price and inventory information, all shelves.
2. Marketing activities
① Identify 3-5 main products first, and give priority to the registration of these products in future activities, so as to attract customers and make relevant sales.
(2) Cooperate with the promotion activities of the new store in JD.COM, do a good job in opening the store marketing activities, give full discounts and set VIP preferential prices.
③ Set up JD.COM Express, JD.COM spike and other activities to introduce traffic.
(4) Conduct small promotions irregularly and regularly, and conduct large promotions of corresponding activities on holidays.
3. After-sales problems
Assign experienced customer service with strong communication skills as after-sales work. At the same time, refine various after-sales problems as a response, such as appeasing customer dissatisfaction; How to compensate customers' losses under different circumstances; How to claim for lost parts of express delivery and how to recover them; Other related after-sales problems.
4. Distribution and warehouse management
(1), the warehouse manager will check the inventory information in time and keep in communication with the editor to avoid the actual shortage of products sold in the store, and the out-of-stock products will be removed from the shelves in time.
② The delivery cycle is twice a day; Except for many active orders, orders are generally issued within 24 hours, and JD.COM users are used to seeing logistics changes when they open them, no later than 48 hours; If the goods cannot be delivered in time due to out-of-stock or other problems, inform the customer service in time, contact the customer to communicate, and do a good job of replacement or refund, so as to avoid serious customer dissatisfaction caused by out-of-stock failure to communicate with the customer in time.
Second, the stage operation
Mall operation is divided into four stages:
The first stage: store development period
1. Create a brand image (impress consumers from the aspects of store decoration, brand introduction and honor, design concept and customer demand).
2. Develop unique and suitable marketing methods to cultivate customer stickiness.
3. Establish a member management mechanism to cultivate members' consumption habits.
4. According to the SKU quantity in each quarter, the annual sales target is decomposed into quantity ratio and amount ratio of each kind of material in each quarter; The main promotion funds match the SKU number of the current season; Target decomposition of PV, UV, conversion rate and customer unit price; The proportion of advertising investment and other activity resources.
5. Learning and training of basic personnel (currently mainly aimed at customer service, warehousing and logistics and JD.COM live broadcast anchor).
6. Use software to record and analyze the daily data of the mall (this work must be long-term and lasting) (such as UV, PV, conversion rate, jump rate, etc. ).
The second stage: the store growth period
1, make a phased promotion plan, complete the target by stages, and decompose the indicators.
2. According to PV, UV, conversion rate, customer unit price and other data. , analyze the possible problems in the store and improve them in time, and diagnose the store regularly.
3. According to the sales of stores and similar items in JD.COM, make appropriate adjustments to the main products and make their own explosions.
4. The promotion in the growth period is mainly to participate in mall activities, discount activities, full reduction activities and group buying (SNS promotion inside and outside the station).
5. Plan targeted activities, optimize the scheme after discussion and implement it, and introduce traffic to create explosions.
6, according to the work situation, appropriately expand the team members (increase full-time promotion, copy planning, data analysis, customer service art, etc.). ).
The third stage: store maturity
1. Optimize the agency brand, register your own trademark, and reapply for the independent JD.COM Mall.
2. Install Guan Yi ERP system (invoicing management, customer service performance management, batch print express order and delivery, financial statements and other functions. , which can handle 1000-2000 bills every day).
3. The promotion is mainly hard and wide, mainly promoting single products, and combining with other single products in the store for joint sales.
4, brand image building (unified design of packaging boxes, packaging bags, brand image gifts, etc. ).
5. Standardize the organizational structure of the team.
6, according to the brand standard, unified planning stores, the ultimate goal is to upgrade to a brand.
The fourth stage: the stable period of the store
1. distribution-establish a huge distribution network system and enhance brand influence.
2. External distribution in 2.JD. COM: gradually cover the brand to all external network markets, such as Vipshop, Jushang, catwalk, Wang Mai, Yintai, Youle, V+, etc., so as to enhance the overall sales volume and brand awareness of the company.
3. Increase product investment, improve product quality and research and development strength.
4. Maintain the stability of the team and reflect the core values of the team.
5. Enable independent top-level domain names and establish an independent B2C platform.
Third, operating tools.
Running a store in JD.COM is a difficult task. It is impossible to rely on your own efforts, but you also need the help of JD.COM's business operation tools. Doctor Store Manager is a practical tool specially developed for JD.COM merchants, including auxiliary tools for store operation such as data query, data monitoring, data analysis, competition tools and auxiliary tools, which provides strong data support for merchant operation.
1, query tool
In the query tool, the detailed evaluation data of commodities can be queried according to commodity SKU, and the detailed analysis results of keyword ranking and commodity weight of each port can be queried according to commodity SKU and keyword, so as to analyze each keyword in commodity title in detail. Express query can select ports and regions according to keywords, and query detailed data in the process of driving fast.
2. Monitoring tools
In daily operation, it is essential to monitor the goods in your own store. In the monitoring data of Dr. JD. The manager of COM can add commodities to ranking monitoring and monitor the ranking changes and weight changes of commodities; Delete the trend chart of total product retention rate and corresponding time retention rate in evaluation monitoring, and keep abreast of product evaluation changes. In commodity monitoring, you can add your own shops or competing products as the monitoring object to monitor the change details of commodity data in real time.
3. Analytical tools
Drop-down word analysis analyzes related keywords, search index, click-through rate, the number of goods in the whole network, potential value, effective sales of various goods and other data according to the input words, and can make high-quality titles of their own goods according to the data analysis.
Market analysis grasps all competing products data under keywords, and DMP data of sales visitors is readily available, which can improve the ranking of comments and real-time monitoring, and automatically locate dynamic special gameplay.
4. Competitive tools
The pit yield calculator inputs the SKU and keywords to be calculated, inquires the expected ranking position, calculates the gap between the pit yield and the expected pit yield, and the effective sales that need to be completed within 15 days.
Fourth, operational skills.
When running a store in JD.COM, using some skills can improve performance, or make it convenient for employees and improve work efficiency.
1, creative shooting
According to product features and product positioning, each product shall have at least 8 photos. Including but not limited to street shooting, shed shooting, use environment shooting, detail shooting and other photos.
2. Product image processing and uploading
Image processing meets JD. COM's requirements for picture size, pixels and dimensions, picture processing is carried out according to product characteristics and users' browsing habits. After uploading to JD.COM server, it will be updated and maintained according to product characteristics.
3, product copy optimization
In addition to the sales attributes such as color, size and quantity, product description will also extend to the outstanding interests of consumers, the life attitude of product users, and the fine technology of products. In order to improve the conversion rate of product purchase and further spread brand culture.
4. optimization of 4.JD. Basic ranking rules of COM.
Optimize baby description keywords, shelf time, window position recommendation, etc.
5. Affiliate sales optimization
Each item is associated with more than 10 other commodities according to the attributes such as texture, color, relevant collocation and wearing occasion, so as to promote the purchase of other related commodities.
6, shopping mall decoration, optimization
According to the brand positioning and the usage habits of JD.COM users, the UI of the mall is designed for the decoration of the mall. On a monthly basis, according to the previous sales situation of clothing categories in the whole network, combined with the sales situation of last month and the sales strategy of that month, local adjustments will be made, including but not limited to the adjustment of promotional highlights, classified navigation, related display, etc. So that the sales of hot-selling products can continue to grow steadily. Discover other products or categories that may sell well in time, and constantly create new products that sell well.
7, product selection
According to the style, price and other factors of similar hot-selling products in the whole network, seasonal changes, marketing strategies and other characteristics, the main products are selected, and through the promotion and related sales of the main products, the long-term sales growth of the whole store is promoted, and the purchasing confidence of first-time consumers is increased.
8. Packaging optimization
For example, shoes and clothes can be bought at the same time to get corresponding discounts. According to the current sales situation of the mall for a week or a month, the collocation and price of the package will be gradually optimized to increase the average customer unit price.
9. Choice of promotion methods
In combination with the frequency of promotion modes of JD.COM websites and other stores and the acceptance of buyers, we constantly choose to adjust the promotion modes of shopping malls. The promotion theme of the whole store is monthly, and the promotion methods of single products are adjusted every week to participate in platform integration promotion. Including but not limited to discount promotion, gift matching, new product pre-sale, spike, limited time special offer, lottery, coupon, full delivery, full reduction, point redemption, buyer show, etc.
10, generalizing data analysis
According to the current promotion activities, according to the click volume, average single purchase amount, purchase conversion rate and other data of promotion activities, provide promotion data and advantages and disadvantages analysis. At the same time, based on this data analysis and the theme of the next promotion, it provides the next related promotion activities.
1 1, mall data analysis
Provide store operation data analysis every month, including but not limited to sales volume change, single person purchase amount change, hot-selling product ranking trend, sales data change and reasons during mall adjustment.
12, coordinating disputes
In case of uncontrollable factors such as malicious purchase, competitor evaluation, logistics and individual full-time bad buyers, train customer service in advance and coordinate with JD.COM. In order to maximize the interests of the company.
13, promotion mode
Promotion methods are divided into paid and free, in-station and out-of-station. No matter any promotion, we should make clear why we want to do this promotion, what is the purpose, and estimate the ROI, and do it for this purpose to achieve this goal.
Five, the new store new products broken zero
The new store has no old customers, no explosions, and can't participate in activities. This is a brand-new shop and new product. What should I do if I want change?
Of course, there are methods, but it should be noted that all methods and techniques are applicable. For example, the unit price of the product is too high, which may be inappropriate and should be adjusted accordingly.
Method 1: Set the gift.
Buy and send! Don't disdain to read these three words, read them first! This method has two details:
Details 1: Gifts must not be inferior, and it is better to be more attractive than bad goods, which can be popular small objects. In other words, we must make the target audience, even some people, want to get this gift. Think about what KFC does occasionally, buy hamburgers, add how much money, and give a little doll. How many people buy hamburgers in order to get a little doll, and then don't eat hamburgers? Buy bamboo slips and return pearls, which is almost what it means.
Detail 2: make a policy-if you return the goods, the gifts can't be returned! This means that users have no doubts about buying this product. It is not excluded that someone deliberately applies for a return of the gift after receiving it. We must believe that there are still many good people in this world.
This method is mainly aimed at new products and stores. If you are afraid that the flow is not enough and want to blow up money at the beginning, then drive the car properly to drain. As long as there is enough traffic coming in, this method is of great help to improve the conversion!
Method 2: Friends and family.
Well, you can also think of this method as brushing your teeth, but it's safer. Everyone knows that the safety of the trumpet largely determines the safety of the brush machine. If your goods are very good, the customer unit price is not too high, for example, your cost is 10 yuan, and logistics is the only way to 20 yuan! Send it out 100, and your cost is 2000! But as a new product store, you basically make a small explosion, and the free natural search traffic during the new product support period will be very good. Many things are done like this! Snacks, trinkets, etc. There aren't so many friends, just friends introduce friends!
Method 3: Fill in the bill.
Although new stores and new products are supported by JD.COM, they have no brand influence and experience. Few consumers will choose to buy new products in new stores, and many businesses will use supplementary orders when they intervene. But now the anti-cheating system in JD.COM is more and more strict, and the risk of making up the bill is great. Pay attention to the method of replenishing orders ~