Where is the way out for grassroots Taobao?
The following is a selection of sharing the full text:
Member 1:
At present, the company has two products of its own and 23 other agent products. Now it is operated by store C. Because the products have fitness function, it is impossible to drive a through train. It's a bit difficult and confusing to promote new products. Is it suitable to be a Tmall store in this case?
Brother Fei:
You said that you have a C store at present, but you can't make a through train, so you don't know how to promote it, so you mean that there will be some traffic after opening a Tmall store. In view of this situation, according to the current sales situation of Taobao, my advice to you is that if you open a Tmall store, there will be traffic immediately, then I think you may be a little naive.
Although Taobao will be tilted in some aspects, it is mainly in its own operation. I opened a Tmall store in 2009. 10 1 1 There will be some resources related to Tmall. But today it depends on your operation, your ability and your operation. It is unlikely that there will be traffic immediately after opening a Tmall. This is my view on this matter.
Scrophularia:
I have repeatedly told you just now that there is a thing called self-operation. What Brother Fei said just now confirmed this matter. I was particularly impressed by one thing before. We once extracted the data and found a seller who sold three diamonds. What does he do? It may be a small shop opened by his family, which sells quilts. One hundred quilts may pop up in a month, and then they will be sold out in a few days. Then they went on playing with cotton without opening a shop, and then hundreds of them came out.
Do we do Taobao as an e-commerce or an e-commerce? In fact, if you take this as a business, in the final analysis, it is still your own problem. You can't get on the through train or this special category has a special price every day, so what should you do?
It is unrealistic if you rely on a little traffic from Tmall and Taobao to do your business, but now Ali has many things to help you do, including our micro-scouring our contacts and so on. You can run your product's user base. If you run it, your product will help consumers and they can accept it. In fact, your user base will gradually increase, which is self-operation. And now Taobao is pushing a new product, which is too expensive for sellers who just opened the store. Maybe in the future, everyone can release a product by mobile phone and buy it if they want. In fact, what Taobao is doing now is what I just said:
We are back to where we should be, and Taobao has made a platform.
As we all know, Ali invested in Haier's Goode Logistics. Why should we cooperate with them? In fact, Taobao wants to help sellers solve the problem of express logistics. After all, it's up to you to do business. You go to Building Materials City to rent a booth to sell building materials. Whether your business is good or not depends on yourself. It has nothing to do with the owner of building materials city. I will deal with the management problems around the building materials city, and I will solve the public security problems. The real operational problem is still up to you.
Lao Gao:
I just said people-oriented and these four words can solve this problem. I believe everyone will encounter such problems, where do our customers come from, where do our users come from and where do our fans come from. We should put aside Taobao thinking from now on. After doing Taobao for a long time, our thinking will be somewhat solidified. There are many such customers on the Internet. They will expose their needs, they will establish circles, and circles will reflect their values.
Member 2:
Now the cost of doing Taobao is very high, the sales volume has also gone up, and the turnover has reached tens of millions. However, my income is not as much as it was three years ago, and I even have a loss. Where is my grassroots Taobao Road without a factory?
Gou Jian:
Let me introduce myself again. I am Gou Jian, responsible for the business data analysis of Taobao BI counterpart industry operation and marketing products. I have a friend. He is now a Taobao two-star shop, which has been used for more than two years, which is a bit like the problem just now. He also made a lot of money at first, and then he encountered the problem of how to build a brand and find a manufacturer. Just now he said that you don't have a factory, but this problem is easy to solve. Now many manufacturers want to switch to Taobao, hoping to receive the list of Taobao, and so do my friends. He said that his net profit last year was three or four million, and by the end of this year, his net profit was zero. He said he would start making brands.
If a brand needs to find its own factory, there will definitely be a painful period. Perhaps it needs to shorten the transition period as much as possible. There are more and more sellers, and the traffic is so large that you need to be a brand, learn to build a circle quickly, make good use of money as much as possible, and make rapid transformation.
The previous gameplay is no longer suitable today. Today, the net profit is zero, which means that you have surpassed 80% of Taobao sellers, so you can still be zero today, which means that you have been relatively successful, because 80% of sellers may be negative, and what you need is to learn quickly. You came here today and realized this problem, and you succeeded. If we think we are grass roots, then we are at the current competitive level. For example, team management, commodity line management and supply chain management had nothing to do with us five years ago, so if you are now zero, your skills are ok, then you need to learn quickly. Don't invest blindly when you think you haven't learned what you think you can.
Unprofitable is 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. Either you are divided, or you make others think you are divided.
For example, brother Fei and I wear the same clothes, and I can sell them more expensive than him. Although our products are the same, I can make the guests feel different through my packaging and my introduction. For example, if I wear this dress, it will cost ten yuan more. The second is that you don't follow your customers, that is, you don't have fans. As long as there are fans, you must make a profit. If you have a loyal customer, he will follow you. How can it not be profitable?
Lu Shang:
There are many people who make a good living, but you can't find him in the tofu. We have done research before. There is a company called Edink. He only has 200 orders a day, but the financing has reached 20 million. There are many innovative models. Without technology, the road to simply grabbing traffic is getting worse and worse. Why are we going? This should be well reflected. Business is cruel.
Member 3:
I am a real person, and then I turned into a Tmall. Currently engaged in cosmetics, the monthly sales volume is about 3 million. If I want to continue to develop, how can I find the right talents to form a team?
First of all, your question is very good. You've basically considered it from the team. Many sellers will encounter such problems. Our industry is developing so fast that not many people can be professional managers in this industry. It turns out that the talents dug from offline are not very suitable, so I personally suggest that it may be considered from the mechanism. We used to run a shop. At that time, it was also this model that led to the outbreak of economy in many businesses. The online operation of the whole store is at least the vice president level, because he has to choose products, choose activities and communicate with artists, so it is difficult to find such a group of people under the current conditions, so now we will break the concept of the store and turn it into a product project manager, and each basic operator will directly operate a product line or subcategory, which will require less of his ability. Many stores are.
Is it necessary to recruit talents or recruit people? It shouldn't be that difficult to recruit people. Recruiting people is actually very simple. Just go to the relevant job fair. Now many operations are picking bosses. If I am the boss under the traditional line, I will open a restaurant, find a partner, and then I will give you 55% profit, and then you will help me build the restaurant. I don't think this should be a real business idea. As a boss, I should understand the matter itself and be practical.
Member 4:
The repurchase rate of home improvement and furniture is not high. Any suggestions for old customers?
The repurchase rate of such products is not high, which will have a certain impact. You see this problem because the front-end traffic is very hard. In fact, there are two different understandings of the repurchase rate. One is to buy it today and will buy it tomorrow. The other is what I bought today, so Lao Gao can buy it tomorrow. You should spread this kind of thinking a little bit, don't think too much, you can be a topic, old customers, circle marketing.
Don't dwell on product marketing. Do value marketing, such as facial mask. Do you think customers buy masks for this product? In fact, they bought fantasy. We should broaden our horizons. What is your value? What they need is a warm family. You just need to associate the product with these.
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