E-commerce is a complex system project and cannot be achieved casually.

It involves the external competitive environment, the comprehensive competitiveness of the enterprise, the core competitive advantage of the product, the competitiveness of the team, etc. Only by clarifying these things can we gain the greatest chance of winning.

, know yourself and the enemy, and you will win every battle. Have you done a precise investigation before starting? Have you made the implementation plan scientifically and rigorously, is it reasonable, and have you implemented it according to the plan? Have you checked the results of the implementation in place, and have you

Failure to identify problems in a timely manner and resolve them quickly will determine our success.

Let’s talk about “investigation” first. As the saying goes: “Without investigation, there is no right to speak.” Detailed and meticulous investigation is essential!

The contents of the survey include: market size, industry trends, market share of similar brands, sales, competitive product analysis, consumer group analysis, promotion analysis, etc.

Try to obtain relevant and accurate data.

These will be the basis for next steps.

For example, the formulation of implementation plans, marketing strategies, promotion strategies, product strategies, team organization expansion plans, distribution plans, supply plans, warehousing and logistics planning, financial budgets, etc. Based on the survey data, the goals can be more reasonable.

More accuracy means a greater chance of winning!

For example, what is the annual sales promotion plan of the Tmall store? What is the sales target?

Why order so much?

After the annual sales target is determined, we need to decompose it into months. How to decompose it and why it is decomposed in this way?

Once the monthly goal is set, it needs to be further broken down. What are the traffic, unit price, and conversion rate required to achieve such a goal?

How much paid traffic is required among the traffic?

How much traffic needs to be contributed by through trains, diamond exhibitions, Taobao customers, official activities, and off-site promotions respectively?

What is the PPC?

How much is the activity cost? In this way, how much promotion fee is needed can be calculated.

These cannot be decided by patting one's head on the head, and require a large amount of data to support, and the data comes from our survey. Let's talk about "implementation". After the survey is completed, the next step is to formulate an action plan, that is, an implementation plan. The first is vision planning.

, what benefits can what we are going to do bring to consumers?

What is the vision goal?

The more lofty the goal, the more outstanding talents it can attract, and it can also gather the strength of the team and drive the team to go longer and further!

Then, the implementation stage needs to be planned, which can be roughly divided into four stages, namely product operation, channel operation, brand operation, and new retail system construction. 1. Product operation stage, established on well-known e-commerce platforms such as Tmall, JD.com, and Pinduoduo.

Based on this point, build a brand flagship store and quickly create 1-3 online sales hits in the early stage to occupy the commanding heights of traffic, drive hot sales of all products, and lay a solid foundation for channel operations!

In the channel operation stage, we will vigorously expand Taobao distribution so that products can be distributed throughout Taobao and Tmall. In the early stage, we will vigorously support 1-3 distributors to quickly and successfully make profits, and establish themselves as benchmark distributors to attract more high-quality distributors to do business together.

Strong brand; 2. Stronger than JD.com, NetEase, and Amazon; at the same time, based on online wholesale platforms such as Alibaba, it directly faces offline small and medium-sized retail terminals to penetrate the brand offline.

3. In the brand operation stage, cooperate with major online media, emerging self-media, live broadcast celebrities, trial platforms, etc. to promote; use event marketing and other means to expand brand influence and enhance brand reputation; at the same time, build a CRM system to collect feedback information,

Conduct in-depth research and analysis of customer opinions or needs to provide basis for improving product and service experience; provide data support for the formulation of various marketing and promotion strategies; build brand-owned media, such as WeChat official accounts, etc. to maintain customers and cultivate customers

Loyalty and increase the repurchase rate of old customers.

In the construction stage of the new retail system, build the brand's own online trading platform, such as PC website, mobile APP, WeChat applet, etc., and continue to guide customers to the own platform to complete transactions; based on big data, selectively build offline experience

We will continue to improve the transaction process of online ordering, payment, offline logistics and distribution or directly complete the purchase at offline experience points, and gradually add offline experience outlets, and then spread them across the country; improve the online and offline after-sales system, and work together online and offline to complete the product

Or after-sales work such as service consultation, returns and exchanges, door-to-door services; provide customers with various value-added services based on online and offline new retail platforms; open the new retail platform to serve more outstanding merchants in the industry, so that it can provide high-quality products to a wider range of customers

Services; based on the new retail platform, expand cross-industry cooperation, broaden service areas, and lay a solid foundation for the diversified development of the platform!

Eventually, a well-known O2O platform that is all-round and three-dimensional online and offline will be formed.

Finally, let’s talk about the issue of “correction”. In the process of implementation, we will inevitably encounter problems of one kind or another, which requires us to make timely corrections to ensure that the plan can proceed smoothly.

In terms of modification, generally speaking, there are three major areas, one is sales, the other is team, and the third is goods.

As far as direct sales are concerned, if we analyze a specific store, we know that sales = traffic * conversion rate * unit price per customer. We mainly look for problems from these three factors, namely traffic, conversion rate, and unit price per customer.