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The extraction code: 39VT Alibaba Management Third Ax. Focus on research team management, good team management, iron army team building, political commissar system construction, and corporate culture construction.本次系列课程中，我们会分5大模块、30节系列课，原汁原味的为大家详细讲解阿里巴巴管理三板斧的核心精髓与底层逻辑，教大家如何做好招开人、建团队、 Take the results and leadership cultivation.
Course directory:
"good will be like clouds, bow horses and strong" Ali Winter
Core essence 丨 The primary task of a manager is to empower people
bottom layer Logic 丨 Let each partner of the team believe the power of believing in
management ways 丨 Do a good manager must have five major aspects
related life and death 丨 Recruitment is the beginning of all strategies
丨 What kind of person who is determined from business
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solid gold jewelry wholesale usa 1. Positioning
1. Before opening the store, you need to consider the three questions: What products do you have? Who do you want to sell to? What are your advantages?
2. In the final analysis, opening the store is competition, and you can succeed in competing with your peers. For example, you are a well -known brand owner, you have high -quality sources of low cost, you have a lot of loyal fans, you have exclusive resources that you cannot copy with colleagues, you have a very strong strength to fight with your peers, etc. It may help you successfully operate a shop more quickly. If not, please see the next one.
3. If you do n’t have the advantages above, you can also open a shop that is not bad or bad. At this time, the most important thing is to choose relatively high -quality products, sell them at relatively low prices, provide relatively unique services, and often interact with customers.
4, what type of shop should you open? flagship store? Specialty store? Or the C shop? It can be said that each type of shop has its own advantages and can succeed, mainly depends on which type of your product is more suitable.
1) The most suitable flagship store with well -known brand resources;
2) Non -well -known brands with unique advantages are suitable for opening Taobao corporate stores or Taobao C stores. Flagship store;
3) The offline wholesale market is suitable for opening specialty stores or franchise stores;
4) If there is no advantage, advise you not to open a store.
5, you have to understand your category. At the beginning, it is best to choose the category you are familiar with, choose the familiar consumers, and choose the familiar products so that you can sell the products easier. If you do n’t know about these, please know these in -depth understanding.
6. You need to be the first consumer in your own store. Imagine that if the products sold in your store cannot attract you to buy, what reason do you have to attract other customers to buy? Therefore, before opening the store, find out some reasons to attract yourself. In this way, you can attract other customers to buy your product.
7, your shop must have a story. The current shop is serious. A customer is in the face of the same product and the same price. It is difficult for you to attract him to buy in your shop. If you are a store with a story, then you can pull close customers to you, and then your story will help customers feel when you decide. What is a store with a story?
1) For example, I am the founder of Daimeng E -commerce. I shared the story of e -commerce operation experience and the story of the circle members of the circle. Will it be hot when opening a shop and selling carton tapes?
2) For example, if you are a traveling person, you can often share your travel notes with customers, will it be hot to sell outdoor sports equipment?
3) For example, you are a video that likes makeup, you can record some makeup videos to share with customers to sell major brands of cosmetics? In fact, everyone is unique and has its own advantages. You can definitely share a unique story for your customers.
. Customers
1. Do not take all consumers as your customers when you first open a store. No shop can sell the product to everyone.
1) When opening the store, you should segment the customer as much as possible, and then study what the biggest needs of the group you know most about the biggest needs of the customers you know most.
2) When you have a certain customer base, you will find that these customers will have more needs, and then find or develop new products according to their needs. With such step -by -step, your shop size will become larger and larger.
2, often interacting with customers can help you busy. The easiest way is to build an old customer base.
1) When you go to a new product, you may wish to investigate which product you like best in the group, which will help you quickly judge which product may be sold.
2) When one of your best -selling products suddenly become unpleasant, you can investigate the reasons why the old customers do not buy recently in the group, so that you can make the correct adjustment. In fact, there are more benefits to interact with customers, looking forward to your discovery.
3. When doing anything, first treat yourself as the first customer.
1) If you consider how the store operates with customer thinking, you will avoid many low -level mistakes.
2) When you are making a page, you will think of what pictures and text customers want to see, and you will also think of what the factor that can most attract customers to buy.
4. When doing anything, you must forget that you are a customer. After you do something above, do not treat yourself as a customer, but it depends on what the customer will react. For example, if you replaced a baby window map, you can observe whether the actual customer's click rate is high or low; you replaced the content introduced by the baby, whether the actual customer's conversion rate is high or low.
. Products
1. Products should consider profit margins.
1) Do not sell products with low profit margins easily, otherwise you will be crushed by other costs, and profits can survive and develop.
2) Products with high profit margins are not necessarily unpleasant. Almost any well -known high -end brand is high in profit margins and is very popular.
2. The first factor determining profit margin is value, not cost. For example, the cost of Apple mobile phones is not much worse than the cost of Xiaomi mobile phones, but the profit margin of Apple mobile phones is several times that of Xiaomi mobile phones. So where is the value of Apple mobile phones?
1) Good quality. Whether it is hardware or workmanship, the quality is much better than most mobile phone brands.
2) A good user experience. Whether it is the operating interface, the sensitivity, or the effect of the camera, it is very good.
3) There is face. Apple mobile phones look face than other phones. Because for most people, face is also a value.
3. The second factor that determines the profit margin is attractive. The higher the attractive products, the easier it is to sell high prices, and the lower the attractive products, the more difficult to sell the price. How to improve attractiveness?
1) Increase quality;
2) Increase function;
3) Increase service;
4) Provide gifts;
5) Increase brand awareness.
4. The third factor that determines the profit margin is the cost. The higher the cost, the lower the profit margin, and the lower the cost, the higher the profit margin. The method of reducing costs is:
1) Finding more upstream sources;
2) Purchase in large quantities;
3) Part -time employees, such as design;
4) rent.
5. The fourth factor that determines the profit margin is competition. The more competitive products, the more prone to the price war leads to low profit margins, and the smaller the competitive products, the more likely to have high profit margins. It is difficult to avoid competition in the e -commerce industry. Please see the following chapters how to deal with competition.
6. Operating a shop must have multiple explosions. Explosive models are the performance of product competitiveness and the performance of the store's operating capabilities. How to create explosive models:
1) Understand the needs of the customer group;
2) Increase the value of the product;
3) Increase the attractiveness of the page;
4) Optimize the title of the baby;
5) A moderate amount of ordering and optimizing the evaluation;
6) To notify old customers to buy through the CRM system or diamond exhibition;
7) bring certain accurate flow through through through traffic, drilling exhibitions, etc.;
8 ) Recommended more sales through the affiliates in the store;
9) Increase the ranking of keywords and increase more natural traffic;
10) Registering for high -quality activities such as cost -effective activities brings more sales;
11 ) Analyze the source of traffic and increase the sources of traffic with higher conversion rate;
12) It has long maintained a slightly higher traffic and sales than the peers for a long time to make a growth period of explosion.
13) Create more explosive models in the same way and sell related sales.
7. When the size of the store is larger, the product category should be expanded, which can quickly increase the unit price and repurchase rate. For example: the store has not started at the beginning. After a long time of hard work, a pants are made into explosive models. At this time, thousands of people or even tens of thousands of people may enter the store every day. Some people need sweaters to increase sweaters. Some people need shoes and you can increase shoes; more and more products, one explosion has driven the sales of many other products; the more sales, the more demand, and the expansion can be expanded. The more categories are; the time is long, maybe you still sell cosmetics, snacks and so on in your store. But remember that when the traffic is small, do not blindly expand the category, because the human, material and financial resources at this time are difficult to achieve, but it will be counterproductive.
. Operation
1. The first core of operation is the conversion rate. Methods to increase conversion rates are:
1) Increase the attractiveness of the product, you can consider product pricing, page description, gift, added value, etc.;
2) Increase the beauty of the page;
3) Increase the product sales of products, do not appear 0 sales products;
4) Increase the number and quality of praise, reduce the medium difference;
5) attract accurate traffic;
6) interact with customers more; r; r; r; r; r; r; n7) Improve customer service chat skills.
2. There is a tip that allows customers to develop the habit of visiting the store: Fixed every Monday as a member day, and a baby bought X to send X on that day. The benefits of doing this are:
1) Letting loyal customers develop the habit of frequent access to shops;
2) can easily create explosive models and drive the entire store traffic;
3) Processing slow -selling products or clearing products in stock.
3, the more accurate the flow of the store's attraction. Methods that can make traffic more accurate are:
1) Determining stores and product positioning, focusing on accurate potential customers to publicize, such as you sell high -end products, as much as possible to promote high -level people when promoting.
2) Analyze the traffic map of the business staff, find out the high conversion rate of which flow sources, and increase the traffic with a high conversion rate at the same time reduces the traffic of low conversion rate.
4. The more closely linked the operating rhythm shop activities and promotion. For example: first use the old customer or drill exhibition to measure, measure a baby with a high click rate and conversion rate; then use the order to generate some basic sales and high -quality evaluation; then promote the old customers to promote Improve activities such as participating in gathers, daily special offers, buying snap -up, etc., and paying for payment promotion at the same time; then occupy a better place for natural rankings and sales sorting to introduce more free traffic; finally maintain sales through multiple methods such as payment promotion, activities and other methods. Continue to occupy a better place for natural rankings and sales sorting, which has become a long -term explosion.
5. The second core of operation is traffic. The method of improving traffic is:
1) Paiding promotion is the most direct source of traffic. In the range of ROI controlling, as much as possible, the efforts of paid promotion are as much as possible. Under normal circumstances How much traffic;
2) Participating in the event can bring more free traffic to the store, but you need to pay attention to participating in high -quality activities to participate in inferior activities to avoid bad reviews and low DSR caused by bringing inferior traffic to the store score.
3) The most important thing to improve the natural search traffic is the competition of keywords. The main factor affecting the competition of keywords is product sales, DSR dynamic scores, and praise rates. These three points will not be bad.
6. The core of increasing the dynamic score and praise rate of store DSR is to increase customer satisfaction. The improvement methods are:
1) Product quality pass;
2) delivery speed pass;
3) The shopping experience is good;
4) Customer service reply time and good attitude;
5) The after -sales issues are properly handled;
6) There are many gifts to surprise customers;
7, customer evaluation should be paid frequently, because many problems can be seen from the customer's average, such as product problems, logistics of logistics, logistics of logistics Questions, customer service problems, etc. Making reasonable adjustments to these issues can improve customer satisfaction.
If you really want to develop in this regard, you need to enter these ones at first: a liquor flow, and the next thing you see is zero -stream test, and the last group of wine is zero. Stitching in order, you will share this knowledge every day here. You will find that what is a cattle, called a cock, and what is the frog at the bottom of the well.
1. The core of promotion is the click rate. Why increase the click -through rate of paid promotion?
1) The higher the clicks, the higher the demand, the greater the possibility of the final purchase;
2) The higher the click rate of through the traffic, the higher the quality score, thereby reducing the click price;
3) The higher the click rate of the drill show, the lower the single price.
2, how to improve the click -through rate?
1) As a real customer, what elements are the most attractive customers? Is quality, price, brand or other?
2) The elements that attract customers are brought into pictures and copywriting, do horizontal testing, and finally select the promotion material with high clicks.
3) In the process of sales, more elements that attract customers through customer service chat and customer shopping reviews. The same method is used for horizontal testing, and promotion materials with high click -through rates are selected.
4) Observe the click -through rate of different plans during the promotion process, and then increase the bidding and budget of the higher click -through plan, and reduce the budget and budget of the lower click -through plan, which can increase the click -through rate as a whole.
3, the higher the value of the store visitors, the better. How to increase the value of visitors?
1) Increase the unit price of the customer;
2) Increase the conversion rate;
3) Increase the repurchase rate.
4, the lower the cost of the store visitors, the better. How to reduce the cost of visitors?
1) Increase free traffic;
2) Increase the click -through rate of paid promotion;
3) Reducing the cost of paying for payment promotion.
5, what should I do if the cost is getting more and more expensive? The answer is:
1) Expand product categories on the basis of existing products, increase customer unit price;
2) Increase the conversion rate by increasing gift boxes, gifts or added value, etc. Maintenance and increase the repurchase rate.
6. Customer service
1, customer service's response speed, typing speed, familiarity with the product, etc. are the most basic skills of customer service. If these skills are not mastered, please do your work first. You can avoid some basic problems.
2, the core responsibilities of customer service are to guide customers to place orders, follow up after -sales issues, process differential reviews, and so on. Stores with conditions can arrange special personnel to follow the after -sales issues and deal with bad reviews. Several points to pay attention to after -sales customer service:
1) Starting from the moment the customer photographed, observe whether the customer has a message, whether there are special requirements for delivery, and the reasonable requirements as much as possible. The first step to improve customer satisfaction, if there is a problem, it is too late to recover;
2) Remind the warehouse to ship as soon as possible, and follow up the logistics abnormal order in time. Notify the customer to pay attention and apologize;
3) If there is a problem with the customer service feedback after receiving the goods, they must follow up and help the customer to solve it as soon as possible. Satisfactory compensation plan, the only purpose at this time is to satisfy customers. To do these points, basically the DSR ratings of the store will be higher than their peers, and there will be fewer evaluations.
3. To achieve the above points, there will still be some medium -to -medium differential reviews, because the bad review is difficult to avoid, so it is recommended to order a software reminder software. This can be reminded as soon as possible. At this time, the communication efficiency of contacting customers is the highest. When communicating with customers, you should understand why customers give the bad reviews, and give compensation as much as possible to satisfy them, and then ask the customer to modify the bad review. Based on my experience, directly returning cash is the most effective solution. It can start to give customers a reasonable compensation amount. If customers are still not satisfied, they can increase the compensation amount. For most customers, it will basically help to modify the bad review after giving reasonable compensation.
4, but there may still be individual buyers, no matter how you explain and compensate, you are unwilling to modify the evaluation. What should I do at this time? At this time, you can only give a reply to the customer, but you must pay attention to the skills of the review. There is no need to quarrel with the customer in the return review, and there is no need to explain too much. Instead, you should think about what other customers think about this evaluation? What kind of returns to see other customers will increase their good impression of the store? The review around this idea will even get unexpected results. For example, this review: We are very shocked to see your evaluation above, because we have been committed to allowing every customer to buy a good -looking product, even if we are not satisfied, we feel sorry for so many friends who trust our friends. We. If you feel a little dissatisfied in this shopping, please send you back to the product, we promise that when you send it back, we will immediately replenish you and give you some small gifts as compensation. At the same time, the postage of the back and forth shall be borne by us, and it will not allow you to lose any losses, because satisfying all customers is our pursuit. Please contain a lot of inconvenience caused by you!
7. Competition
1. How do the stores deal with the competition of peers? The answer is: Improving the profit margin, click rate, and conversion rate of your own store. The reasons are as follows:
1) Increasing profit margin can make your store earn more to earn more orders than peers.
2) Increasing the click -through rate allows your store to get more visitor at a lower cost.
3) Increasing the conversion rate can make your store's visitors more customers.
2. Increasing the value of the store in the store can also increase your competitiveness. Because the greater the competition, the higher the cost of the visitors. This is what you cannot change, but for all the stores, the cost of obtaining visitors will not be too large, but if a visitor can come to your shop, it can produce an ratio. For more sales of other stores, the sales of your store will be higher and the profit will be higher under the same traffic cost. How to increase the value of the store's visitors?
1) Increase the attractiveness of the product, thereby increasing the conversion rate, which can make more visitors become your customers;
2) Expand the product category around the needs of customers, and make related sales to increase customer unit price;
3) Grasp the customer's shopping frequency and activity rhythm, and contact consumers through CRM systems, drilling exhibitions, WeChat and other channels to increase the repurchase rate. If these points are done, your visitor value will increase a lot, and the competitiveness is naturally stronger.
3, most of the industry, most of the profits belong to the industry's first place, can only drink some soup later. So how to become the first place in the industry? The answer is: subverting existing industries or cultivating a segmented industry.
1) It is difficult to subvert an industry, but each industry is constantly being subverted. For example, how powerful Nokia was at that time, but it was subverted by Apple mobile phones, so Apple mobile phones became the first place in the industry. Subverting an industry requires a full understanding of the needs of customers in this industry, and then gives better solutions.
2) If a industry cannot be directly subverted in the short term, it can be subdivided by customers, providing better solutions around a certain type of segment, becoming the first place in this segment industry. When the customers in this segment are very satisfied, they can expand to a wider population.
8. Data analysis
1. All problems in the store can be analyzed from the data. From the data starting, the key to you can find the problem and make adjustments in time.
2, "Payment conversion rate" is the core data of the store, and no other conversion rate can be talked about. 1) "Payment conversion rate" should be greater than "peers at the same level", and the "payment conversion rate" indicates that the more popular your product, the higher the value of the visitors; If the "payment conversion rate" of goods is determined, if you want to increase the "payment conversion rate" of the store, you should first increase the "payment conversion rate" of specific products.
3) When the "payment conversion rate" of a product increases, it means that the attractiveness of this product increases. At this time, more traffic is required to generate more sales, and the "payment conversion rate" increase is analyzed. Can the reason for high can be applied to other products;
4) When the "payment conversion rate" of a product decreases, the reason for the decline is to be analyzed, and the corresponding adjustment and observation can improve whether the "payment conversion conversion of this product can be improved. "Rate", if many efforts are still unable to increase, it can reduce the traffic of this product and guide the traffic to the "payment conversion rate".
3, first increase the "payment conversion rate" and then increase the "number of visitors", which will get more effort. The most important thing to analyze the "number of visitors" is to analyze the "flow source", analyze the "quantity" and "payment conversion rate" of different traffic sources, find out the relatively high source of traffic for "payment conversion rate" and find ways to improve. "Visitors" can also increase the overall "payment conversion rate".
4, the improvement of "customer unit price" is mainly based on the unit price and related sales of goods.
1) Under the same traffic, the traffic is guided as much as possible to the "high unit price" and "high conversion rate" products, and the traffic of the "low unit price" and the "low conversion rate" product can directly increase Sales and customer unit price.
2) Optimize baby introduction, marketing activities, full gift rules, customer service skills, etc., as much as possible from the needs of customers to attract customers to buy more treasures.
5, "DSR dynamic score" is an indicator for feedback product satisfaction, logistics satisfaction, customer service satisfaction. This is the data that feeds on customer satisfaction.
1) Although it is 3 score indicators, it is not independent. Raising any indicators can promote the improvement of 3 scores, because other scores will not be high when the customer is dissatisfied with a certain aspect.
2) Commodity quality, logistics speed, and customer service payment are the most basic requirements. It is generally not too bad to do these three "DSR dynamic scores".
3) Additional gifts and surprises to customers can increase customer satisfaction, thereby increasing the "DSR dynamic score".
4) For large shops, if there are a large number of pre -sale orders during the Double 11 promotion period, you can pre -issued the goods before paying. The specific method is to screen the cities with a large order. If you deliver it to the city in advance, when the customer pays the final payment, the courier will deliver the goods immediately. Such a logistics speed is impossible for customers to be dissatisfied.
6. A lot of data involved in the store is limited to the explanation of the space. When you encounter a data, think about the essence of the data, and then think about how to optimize the data.
7. In the end, pay attention, sometimes the data is wrong. For example, the "payment conversion rate" of pre -sale products is 0. How to judge the true conversion rate of the product at this time? The answer is to refer to the "order conversion rate" or directly manually statistical pre -sale order volume and then divide the number of visits. Other similar situations can be analyzed according to the specific situation. The data seen in the background of the store can only be effective only in a reasonable scene.
Because the Internet is constantly changing, the operation is simply an ancient military division. When the army is bigger, it is Zhou Yu Zhuge, the army is young, that is, the dog head military division, the dog leg master. Give the boss a category. The so -called operation is everything in the store operation and is responsible for store sales. There is no determined boundary at work. The operation of the small team even needs to help the warehouse packages. The operation of the large team even needs to confirm the positioning of the product. Operations are not promoting. What is required to promote is data records, data analysis, activity baby, maintenance of sales, etc., but operations are done on this basis.