Is the operation effect of Taobao store good? In fact, whether in Taobao field or other businesses, as entrepreneurs, in addition to keeping a correct attitude, don't be wishful thinking, be greedy for petty gains, ask more questions, think more, learn more, practice more and communicate more, in order to avoid 98% potential crisis. Then, I will elaborate from several directions, hoping that readers will be cautious! Agency is more controversial and discriminatory than training; What customer service custody, through train custody, store operation, project operation, joint venture, etc. Most of them play a lot of routines and word games. It is common for a team of three or five people and then several tens of thousands of jobs to be carried out at the same time. Regardless of whether the major is good or not, it depends on whether the work can be done well. It's really tiring. It's not good to turn around, either the product is not good, or the business cooperation is not in place ... Our company also operates on behalf of others, but it never takes orders from outside, because it's too tired and cruel, so it's better to earn hundreds of thousands by one project in a peak season. For example, it is difficult to unify "* * * with values", "business philosophy" and "return on investment"; If you charge tens of thousands of dollars from others, call once every three days to hurry up the progress, and even get results from time to time ... what's wrong with you? Uneasy. Therefore, the long-term benign development of agency operation mode is inseparable from mutual understanding, trust and sense of value identity; Otherwise, whoever tries will know. There are too many unreliable companies operating this industry. If you die, change your home. In fact, this is also the situation of many operating companies now. People in this industry are too mobile. After learning a little technology, I felt that I was awesome, and then I resigned and started a business. And most of them are sales-oriented companies. Most people in the company are in sales, and there are not enough technicians to help you. The current situation of the popular science industry of the agency operation company: there is no practical excellent technology, the turnover of personnel is large, it is difficult to recruit people, and the cooperation period with customers is short. It can be said that many agency operating companies will close down in the future. First of all, let me tell you, how to distinguish those boastful agencies in the market now? 1. Liar-style operation is mainly reflected in the absence of an operation team. The above investment promotion is mainly based on electricity sales and online sales. Their team structure is that there are few operation teams, and most of them are sales people, mainly relying on blowing and understanding.
You will find that these companies are basically very good at saying that the case shops on the website are very real, and you can even see each other's case shops in the background. The simplest way to distinguish this is to see if there is customer service in the cooperation mode. Of course, a few fraud companies of the same type may also have customer service. Second, flicker operation. This kind has an operation team, but has no strength, but lacks professional skills. In the process of talking, the number of teams was not emphasized. When cooperating, it is called project start-up fund, which is paid once every six months or once a year, emphasizing the first income. Perhaps the so-called basic service fee is very cheap, only 20,000-30,000 a year. Put yourself in the shoes, this money should be used to do things seriously. It seems that only Lei Feng can do it. This kind of company is quantitative, that is, the more people, the greater the company's development. Generally speaking, they are easy to cheat (there are too many white people and obviously not enough liars). Third, they operate on behalf of non-professional fields. This is reflected in the fact that operating companies are very good at unilateral projects, such as through trains, such as drilling exhibitions. , but the overall operation ability is average. If you do the overall operation, you don't have to expect him to do anything for you. It's simple. The people in the team are basically good at one aspect, but fourth, the professional field of agency operation is divided into large agency operation companies and small agency operation companies, such as Shanghai Baozun. The large-scale agency operating companies in these professional fields are generally brand operators, and the service cost is several million. The general brand service cost is about 30,000-40,000, which is not suitable for SMEs. The agency operation company in such a small professional field has a mature operation team, cases and technologies, most of which started with technologies. They are a group of entrepreneurial operation service providers with the combination of operation directors of major high-quality stores. The general charging mode of these regular agency operating companies is basic service fee+industry commission. Many bosses are unwilling to pay this basic service fee, and I think such people are still lucky. Their basic service fee is basic team operation, and the real profit of such companies is the commission after opening the store. So this is relatively reasonable, and the interests of customers are constrained. Such companies are not equal to quantity, they are quality. They are deeply involved in shops, and there are several shops, but each one is developing well, and they will also choose customers' shops and products. Such companies may have their own warehouses if they are more powerful, so they can be said to have better quality. Liar companies will not pay so much energy and cost. Ma Yun said: People who say that they don't need money to do things these days are liars. But he also said: people who only recognize money these days are absolutely only suitable for talking about money, because he only recognizes money.
Acting as an agent in this industry, I believe that all the bosses and friends have trusted the companies that blow the effect, guarantee the sales volume, ensure the effect, just mention the point, pay according to the effect, and charge no basic service fee, and then they are generally cheated after cooperation. Can only say that the agency operation is not reliable. Companies like this are the most successful in the industry because they make a lot of money. They took advantage of human weaknesses: greedy for petty gain, too smart, too lucky, and zero-sum thinking. . How to choose an agency? Don't just listen to the agency's one-sided words. I suggest that you'd better make a field investigation. In the specific interview with the other party, you can learn about their company, team, store you run, your understanding of this category, and some operational ideas and solutions. Generally, people who look for reliable cooperation with you will definitely have a corresponding understanding of your situation, including your products, your supply chain, your team and your next store, so as to judge the possibility of cooperation between the two parties. If your product has no room for operation, you should be careful. There are several suggestions for reference: 1. The price of agency operation in the market is very uneven: the service fee is several thousand a month, and there are also tens of thousands a month. Don't measure it from a single price dimension, because the lower the service fee, the more stores the agency will take over to maintain the personnel expenses, so there is definitely not enough energy to take care of your store. Generally speaking, a team of 5-6 people can undertake 2-3 stores at most (excluding customer service). 2, the mode of simply mentioning points: Personally, this mode is also relatively unreliable, because as long as there is sales, the operating company will have profits, and will not care about your brand planning and the future development of the store. It is best to determine how to collect the sales generated by each activity, product pricing strategy, gross profit margin control and promotion investment ratio. Promotion investment must be estimated according to your target sales volume and market volume. 3. See if he has any relevant cases: How much do you know about your category? If you are not at ease, you can also make a corresponding plan. You can see if the operation idea is suitable for the development of your store. Don't trust those who brag to you when they meet: How many shops are cooperating with them now? The more shops you cooperate with, the less energy you have. What you need to know is how many people are in their operation team, these stores and what kind of cooperation mode they are.
What kind of store is suitable for agency operation? 1. If you have no money, don't look for an agent to operate. Without 100% success, since it is a business, there must be risks. 2, the product is your whole core, if you don't have the right product, even if you have B technology, you can't do it now. 3. Supply chain and capital determine your next development speed. If the supply chain is bad, it will die sooner or later. In fact, the core of e-commerce is commerce, and technology and operation are all part of it. There is no shortage of good technology in this industry. Products, supply chain, capital, team and operation are indispensable and complement each other. For rich bosses, please keep your eyes open and do the operation instead. Although the family is very big. Can't stand wasting time. For most Taobao entrepreneurs. Lack of corresponding capital/resource advantages. Don't try to find an agent. Figuring out how to improve your ability is the key. It's better to ask for help than to ask for help!
What does this mean? The shopkeepers of Taobao stores (Bazaar Store and Mall Store) hand over the sales, customer service, decoration, optimization, through train, marketing planning and other work links of the stores to Taobao Company for management. After the professional personnel of the operating company conduct the qualification examination of the stores, they will adopt marketing methods suitable for the stores and products without violating Taobao rules, thus effectively improving the store flow, conversion rate and comprehensive competitiveness of the platform. The content of the service generally includes 1. Market research/operation plan for building online sales platform: according to the situation of brands and online consumers, determine the brand positioning of online sales and formulate a three-stage plan. Project team formation: Online camp establishes a complete project team for each customer and helps enterprises cultivate their own teams. Stationing platform: provide one-stop service in high-traffic e-commerce platforms such as Taobao. Shop design and decoration: according to the brand positioning to determine the design style, provide professional web design. Product distribution on shelves: upload product information to online sales platform according to a certain template. Online shop management norms: establish online shop rules and regulations and standardize management.
2, brand marketing promotion soft text implantation: blog, forum, SNS soft text advertisement implantation. Brand theme activity planning: launch theme activities regularly and participate in Taobao's fixed marketing activities regularly. Marketing tool application: Taobao 123show, taobao guest, video and other promotional tools. Circle marketing: the establishment of shop SNS community, such as the independent site of shop interaction with consumers (Taojianghu), the construction and maintenance of product help, etc. SEM and SEO optimization: improve the click-through rate and conversion rate of the store; Shops regularly promote sales outside the station. Advertising: advertising planning and effect tracking feedback, to maximize resource efficiency, to help enterprises promote the use of Taobao and other marketing tools for training. Customer management: customer relationship management team and return visit mechanism. Channel management and control: maintain the brand image of the network and punish network infringement and piracy.
3. Positioning of product shooting and art service shooting: The professional visual merchandising team provides suggestions and confirms the style requirements with customers. Shooting planning: shooting mode selection, model selection, makeup matching, scene selection and creative conception. Official Shooting: Professional models can be shot in various forms, such as both inside and outside, tiled shooting, and there are two high-profile studios in Hangzhou and Beijing respectively. Post-image processing: color, proportion and structure adjustment; The finishing touch of the page, adding design elements.
4. Online store operation service data analysis: statistical analysis of online sales data of industries, brands and stores. Sales support: sales team formation, accurate sales based on data support and improvement feedback. Software support: the online shop data is connected with the company's order inventory system to realize synchronous management and distribution platform construction; recruiting and contacting distributors and spreading distribution channels. Logistics support: provide logistics interface and provide training for customer logistics department. Store management software: use store management software for daily store operation and monitoring.
5. In-depth strategy report on the overall e-commerce plan of e-commerce enterprises: tailor a set of e-commerce solutions from platform construction to brand promotion for customers, and choose the best channel integration. Independent B2C platform construction: An independent B2C platform with independent domain name and transaction and payment functions based on the underlying data of Taobao. Network promotion strategy consultation: overall brand promotion scheme formulation and budget consultation. Network specification counseling: There are many rules to be learned on the network platform to ensure the normal operation of the store. The online camp will provide senior platform operation standard counseling services. Customer company team training: help customers cultivate internal teams and improve their e-commerce capabilities.