The first step of Taobao's operation is to formulate the overall project strategic plan.
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.
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.
A complete Taobao e-commerce team consists of at least the following positions: project supervisor, commodity operation, Taobao promotion, art designer, customer service and other personnel. Commodity operation mainly includes product analysis and planning, promotion activities organization, etc. Taobao promotion focuses on the use and promotion of various Taobao tools such as through trains. Art design is shop decoration, product baby page design, activity page design, etc. 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.
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 sentence in the marketing textbook "Star, Taurus, Thin Dog". Product four-image matrix combination planning. 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 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. . 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
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.