The essence of doing business is inseparable from three things: people, goods and money.
First you need products, then you need a professional e-commerce operations team. Through a series of operations and promotions, you need to invest money and sell the planned valuation of the products under a reasonable ROI. In the entire operation process, we need to consider several aspects, which is also an issue that must be considered if we have the overall operation capabilities of e-commerce.
Product planning and data indicator analysis
Sales planning·Store visual merchandising
Team execution and conversion rate system construction
Paid promotion and promotional activities participation
Note: ROI: Return on investment, refers to the value that should be returned through investment, that is, the economic return that an enterprise obtains from an investment activity.
1. Grasp the operational logic
A formula that everyone knows: Sales = Traffic × Average Order Value × Conversion Rate × Product Sold Out. The operator needs to combine sales conditions and his own experience to sort out an operational logic.
1. Brand positioning. To do business on Amazon, you must have the confidence and determination to build a brand. Even if it is a copycat, you must have a reputation. Registering a trademark is the first step.
2. Product positioning. After having the product, you need to build a conversion rate system.
3. Research on various indicators. You need to study each one of them one by one, and spend more time in the early stages studying Amazon's policy and performance indicators. If you build a good transaction conversion rate system, have a ranking advantage, and have a large number of orders, your sales will increase day by day. Even if you only have 5 products, you can realize the dream of placing thousands of orders a day.
4. Product structure planning. Product structure management drives sales, rather than traffic expansion. The greater the sales volume of a seller, the greater the workload of product structure optimization management in the entire operation process. Therefore, a true e-commerce operator must have a very deep understanding of the market environment, traffic trends, supply chain, product structure, core categories, core price ranges, etc. If you don’t understand the operation of e-commerce products, you cannot make sustained profits in the long run.
5. Sales plan. The ability to write an operational plan is a must-have for a trader. Writing a good sales plan, on the one hand, can give investors a clear plan and make the company believe in your ability; on the other hand, it can guide your own work and improve work efficiency. How much money, how many people, and how many resources are needed to define the goal.
2. Three steps of store operation
Let’s look at the three steps of the operations plan and the many things it needs to include:
Goals (1. Annual sales 2. Monthly sales 3. People, goods, money 4. Year-on-year projection)
Decomposition (1. Monthly sales decomposition 2. Traffic decomposition 3. Activity resource matching 4. Product progress planning)
Execution (1. Direct train and exhibition promotion 2. Conversion rate improvement 3. Promotion activity planning 4. Product operation rhythm)
1. Determine sales goals
Annual and monthly sales, overall planning of people, goods and money, and year-on-year calculation of various ratios. Let us give an example of a basic sales calculation method.
For example, in 2013, the store had a total sales of 370 million yuan, of which 18.5 million yuan was sold in January of that year. If the store wants to sell 600 million in 2014, how much should the sales be in January 2014? Now that we have figured out how much business should be done in January 2014, let's break it down step by step.
2. Break down the target links.
Based on sales, we need to calculate the total amount of traffic needed, the average conversion rate, how many activities we need to run, and how much stock we need based on past data (the goods need to consider the sell-out rate. The purpose of optimizing the product structure is to increase the sell-out rate, reduce the pressure of stocking, and make the entire store run smoothly)
For example, how much sales do we want to achieve in January? Should we prepare all the goods to be sold in January by late December at the latest? Should we plan the progress in advance such as photography, shelf putting, design, promotion, SEO optimization, etc.? This is a planning ability that a boss who runs a brand store on Amazon must have.
3. Execution
After the sales plan is formulated, the tasks need to be broken down into each person in each e-commerce department, and the work progress needs to be checked weekly. The back-end needs to match the supply chain, stocking, and front-end sales operations to continuously optimize the conversion rate system.
(1) Follow the sale. Make a clear record of follow-selling, including the number of follow-sellings each day, sales volume, and how to optimize and improve.
(2) Optimize keyword advertising (important paid promotion tool). New products from the brand are hot selling. Activity. Clearance sales.
(3) Make a good Amazon FBA operation plan. How to arrange the FBA proportion according to the sales plan.
Note: Doing well on Amazon requires a comprehensive plan. It is not possible to make a big leap by doing well in a few points. Planning is always the first priority. Constant planning, adjustment, improvement, financial planning, product planning, sales planning, inventory planning, FBA planning, personnel planning, etc., can be done well to manage a successful Amazon store.
