1, brand planning
Many local businesses, except for chain brands, are relatively lacking in brands. In the public comment, there is a column called brand introduction, and agent operation can help merchants plan brand introduction. From culture to products to brands, systematic text packaging is a polishing of the whole brand.
2. Workshop diagnosis
When signing a new store, the agency must make a store diagnosis, which includes: store status analysis, store data analysis, competition analysis, optimization direction and future planning. And the agency's follow-up service will also carry out peer-to-peer marketing work from this diagnosis.
3. Promotion plan
Finding the operating company and increasing the order volume are the key. The whole store, from page-brand-marketing-product-service, is closely related to the order volume. The operating company will help the merchants to optimize and upgrade each item, so as to realize the transformation of the store.
4. Page promotion
The page is the facade of the store. It is said that design is the soul of a shop, and copywriting is the essence of a shop. A professional agency needs to have both. Design and copy can be seen by businesses. Users like beautiful things. Good-looking pages will stimulate users' consumption psychology, and good copy will stimulate users' consumption impulse.
5. Marketing activities
Marketing activities are an interactive bridge between brands and users. Brands can bring new products through activities and keep new products. When the activity most tests the imagination of the merchants, the agency operation company can directly help the merchants to formulate the marketing activity plan, and the merchants can save the time of conception and only need to participate in the selection and finalization.
6. Data interpretation
Bookings, views, orders, turnover, retention rate, conversion rate, etc. Their relevance and proportion in the whole operation process are unknown to many businesses. The operating company will report in the monthly operation summary report and explain the relationship between the data and the impact on the store for the business owner.
On the whole, the main responsibilities of Meituan's business operation and business operation are similar, with a high probability of being responsible for data management, resource management, business strategy, store operation and business training. Different positions have different responsibilities, and some businesses need to be responsible for category operation.
As an operating position, merchant operation existed in the early days because of the e-commerce platform. From Taobao to JD.COM, it will involve the role of business operation, and many platforms involving B-side business will also exist, such as MCN operation/anchor operation of short video, Zhihu creator operation, etc. Although the names are different, the company scale/development stage is different and the job responsibilities are slightly different. Some are responsible for the quantity of supply, some are responsible for the quality of supply, and some are both responsible for the overall work.
There is no complete definition in the market, and Yue Mo summarizes it as follows:
Merchant operation is an operation post of e-commerce platform company. It is a bridge between merchants and platforms. Obtain high-quality brands/products/stocks/services/contents through the operator's help platform, and be responsible for supplying quantity/quality/GMV.
1, basic maintenance of daily store operation, commodity editing, loading and unloading, commodity description, etc.
2. Responsible for the daily operation of Meituan's online mall, including store layout, activity planning, marketing and promotion, as well as product shelving, making full use of Meituan's activity resources to complete sales tasks;
3. Maintain the relationship between customers in relevant departments of online stores; Do a good job of docking daily activities;
4. Responsible for event registration, store traffic introduction and sales conversion rate improvement, and have a deep understanding of mature event platforms;
5. Be responsible for daily marketing data, transaction data and commodity management control. Qualifications: 1, more than one year experience in operating online platforms such as Meituan;
2. Familiar with the operating environment and trading rules of online platforms such as Meituan;
3. Clear thinking, quick response, innovative spirit and good professional ethics.