First, set goals.
1, cargo target
Goods are like equipment on the battlefield, and the chances of winning are even greater after being well equipped on the battlefield! First of all, we must understand a truth: 20% goods earn 80% money, and 80% goods earn 20% money. In this place, I won't subdivide which category of goods. You should work out the proportion of drainage, profit, image and customization according to the actual situation of the enterprise. Secondly, the style of the goods and the positioning of the audience, this part can get the latest suggestions and news from competitors. Many merchants like to build cars behind closed doors, especially those who switch from offline to online. Here I want to correct the concept that "all resources are my resources". What do you mean? For example, a competitor's product line, you can hire his buyer to help you in the era of big e-commerce. Know what I mean? To do e-commerce is to go out and bring back all kinds of ideas. I won't elaborate on the rest, and those who understand will naturally understand.
2. Sales target
When the sales target of e-commerce is subdivided, it is actually more transformation, and more transformation comes from more and more accurate traffic composition. More and more accurate flow comes from some drainage tools and promotion methods inside and outside the station. Specifically, how to attract traffic, you can search for "traffic" in the auction loan search. There are many dry goods, so I won't go into details. What I want to focus on is how to set sales targets. As soon as many companies went online, they threatened 10 million this year and 50 million this year. I have seen many such businesses, thinking that offline is good, and online is the same. There are also some operating children's shoes that beautify their resumes when applying for jobs. They wrote 30 million yuan after working for 5 million years, and 80 million yuan instead of100000. Actually, none of this matters. What is important is how to make a detailed annual sales target planning case+implementation case according to an enterprise. This is the key, and it is nothing more than a question of clear accounting and return on investment. Operations must know some basic financial data.
How to formulate annual sales according to the current situation of enterprises is actually a very important thing, not an empty slogan that cannot be achieved every year! Here, we must first formulate a time period, that is, the concept of "fiscal year" How is it formulated? A fiscal year is 12 months (not necessarily 65438+ 10/0/), divided into the first half and the second half, subdivided into four quarters, subdivided into 1 2 months and subdivided into 48 weeks. Whether there is a corresponding weekly newspaper at this time, and then subdivide it into daily newspapers. This year, how many festivals and nodes should be subdivided. How to determine the specific sales? Sales must be an increasing indicator, for example, the annual turnover of/kloc-0 10000000 yuan is established. How to subdivide how much traffic is introduced through these time nodes I mentioned above every day, which babies are used to introduce these traffic, and at which nodes the turnover is greatly lengthened, which is what the operation has to do every day.
3. Customer objectives
Let's talk about customer relationship management here. Many businesses don't care too much at first, so they can't make full use of this part of resources when doing activities. First of all, we must understand the basic composition of customers and the proportion of purchase amount.
This part of the customer service supervisor must be arrested, because this part of the data is reflected in the operation, which can be better adjusted to ensure the increase of new and old customers, formulate a relatively perfect member marketing strategy, and make new members become old members and eventually become brand fans. I won't introduce some marketing tools and membership management application tools here. You can ask the merchants who do well, and they can recommend some good CRM systems to you, which is more convenient to operate. In this part, you still need the customer service supervisor to coordinate the workload between customer service to allocate tasks.
Second, the target analysis
1, commodity analysis
There is a big difference between online and offline in the choice of goods. Before enterprises enter e-commerce, if there are direct stores and franchise stores offline, the throughput of goods is still very large. One of the characteristics of offline is that you can fully experience the goods, and customers can feel and touch the goods well. Therefore, as long as the decoration, posters and image walls are not bad and the promotion methods are well set, the daily basic sales volume can still be guaranteed, because the consumer groups radiated by each store are fixed. Online, we found that the best-selling goods, the best-selling goods continue to be sold in the second and third years, but there are basically no such goods that will be sold for several years offline, especially some large-volume goods, such as shoes and clothing, which are in great demand, so they are often updated. If they don't update, they will lose customers. The online sales platform needs new categories, among which the ones with good sales volume will not be removed casually, and the new ones are still new, because the factors of sales volume and favorable comments rank ahead of the search. Can attract a lot of traffic. Even if you don't promote this product, its search weight is still high. Why? Because e-commerce still survives in the explosion mode, the sales volume is naturally Amoy brand.
2. Sales analysis
After selecting the products, we calculate the turnover from the sum of the annual and quarterly flows of all keywords to be promoted according to the conversion rate of each industry category, and then take an average value, plus the average value of the increase, which is basically the turnover of the consumer market in the second year and the lowest average value of the increase of the word. Then think about how to introduce traffic for conversion. In this process, the sales strategy should be adjusted repeatedly. First of all, the operation team with the buyer system as the core should be the focus, because opening up the road of online sales requires understanding the rules and regulations and never selling anything offline. The most troublesome thing is that the stocks are still together, which leads to out-of-stock online, so that operators don't know which is the main push and dare not smash it. The boss still quarreled all day, demanding sales, and finally degenerated into a clearing platform, and the gross profit must be guaranteed. Since it has been discovered by consumers, we must work hard on some keywords. To put it bluntly, the customer finally bought keywords+pictures. No matter what competitors sell or what money buyers earn, they must be based on the principle of customer search.
3. Customer analysis
20% of customers generate 80% of sales, and 80% of customers generate 20% of sales. Look at this table according to the product line of the enterprise. At this time, we should do a good job in customer relationship management. How to conduct effective secondary shopping guide for 20% high-quality customers and how to conduct in-depth development and screening for 80% ordinary customers? This part of the work needs to be followed up by the customer service supervisor as a whole.
Third, the promotion plan
With the support of the first two points, this part of the promotion plan is well formulated, as long as it is well followed up in time nodes and goods inventory, it will basically be smooth. It's good not to be short of two pounds, which also tests the rapid response of the enterprise supply chain. The next goal is how to create an explosion group. Speaking of this, it is really something that all businesses are studying every day, and many businesses have reached the previous sales volume and brand precipitation. I know that several companies in Tmall Mall are going to package and go public. You're still here looking for a dead mouse like a blind cat. I'm worried! Aren't you in a hurry? Others are looking for venture capitalists to go public. In fact, listing is not difficult at all. Don't take listing as a magical thing! What does listing represent? I use two words to introduce "circling money". Don't talk to me about long-term development. There are not many such private enterprises, and I will believe them when I am drunk. China stock market is a policy stock. Anyone who has played the stock market knows that what is fired is first-hand information.
I won't say much about the main style in sales volume construction, because brushing the list is a game played by experts, and you don't brush it for nothing. If it is not good, there will be problems. What to brush, how to brush, when to brush, how much to brush every day, how to brush activities, how to brush dynamically, and how to brush keywords are all brushes. Many friends always ask me how to brush my reputation, and I don't know. There are really few buddies who can combine the current situation of the enterprise to make an explosion group. I know so many merchants, so many friends who operate, and only a few have this ability. Some of them are lucky to succeed when they are doing another business. Shuo Wen Jie Zi explains the word "Wang". The upper horizontal is the weather, the lower horizontal is the geographical location, the middle horizontal is the harmony between people, and the middle vertical is yourself. As long as it is a good store, there are these three points. Timing: annual plan+platform activities. Positioning: buyer system+supply chain rapid response.
Human harmony: effective customer base+effective operation and promotion. However, if a good enterprise meets these three points, it can become the "king" of this category! In the process of promotion, not only the traffic in the station can be integrated, but also many resources outside the station can be integrated. When you don't become an "Amoy" brand, you should try to become an "Amoy" brand, and then you should try to become a well-known brand in society. And this general direction can't be established, so there is a single sale, which makes no sense. Finally, if you don't go public, then the purpose and motivation of your business are not clear! I said before that I would send a post about how to build a brand, and I am also sorting out relevant information recently. It will be sent out in a few days, so I won't elaborate here. Promotion must be closely related to marketing. Operators should understand what the marketing principle of sharp knife is, and the concept of explosion is it. They would rather hit the depth of 1 km with the width of one inch than hit the depth of one inch with the width of 1 km only. Online shop marketing sells: pictures+keywords.
Four. starting plan
Make an implementation plan, not just write a few strokes. The key is to hand over the planning case to the enterprise after completion, and implementation is a problem. The complete scheme is: planning case+execution case, and double case is a complete scheme. Let's focus on the implementation plan, which is the implementation plan.
1, working conditions of each post
Many companies actually don't know what operations should do, so they write all kinds of things they can think of in the recruitment instructions. They want the operation to be omnipotent. If the operation is really omnipotent, why not make a Tmall original? Expectations are always too high, and the recruited operations can't be done for three months and leave. Why? Is it a question of salary? Not really! It is because enterprises simply don't know what needs to be done right in operation, and doing right is often more important than doing right. What is doing the right thing? It is the operation that needs to understand these five dimensions. The second is to arrange and plan the work of team members. There are plenty of drivers, but the problem is that you have invited the strongest driver. For example, you invited @ This is a technical post. You don't even have a basic business plan. Throw everything to the driver, and the gold will not shine when it comes, and the talent will be buried by you. What is the reason? Enterprises think that online is very simple, and there are HR of some enterprises. To be honest, it is really impossible to recruit e-commerce talents, and it is a bit impossible to pretend! It's only reasonable that anyone who hires someone will do it himself. Because online is equivalent to setting up a new company, you don't value it, and online doesn't value you. After the recruitment, can the operating system you set up produce productivity? So, is the operating system supporting this enterprise set up? Will the operation director you recruited build it? This has to be considered. If you want to say that you have plenty of money, wait for people from all walks of life to recruit you. It is really better not to invest.
2. KPI performance evaluation points of each position
How to formulate KPI performance appraisal when the personnel assumption is in place? Many HR companies will come to you at this time and ask you what the responsibilities of this position are. It's like a noodle seller checking a lime seller. Don't you think it's funny This is the case in many enterprises. Then the operation can be said casually, watching quantum and Rubik's cube every day, analyzing the data of each platform every day, making plans according to the data ... Again, these are the routines of operation, and HR is still carefully recording them.
The KPI assessment of all personnel should be done by the operation, because there is no better understanding of the responsibilities and functions of each position than the operation. If you can't operate, then ask yourself if you are worthy of this operating position! What does the operation do? Operation+management = making money. You are here to help the enterprise make a profit, not to mix. If you don't have enough experience, at least you should work hard towards a professional manager. You must have an attitude! After the operation has worked out the KPI assessment indicators for each position, it will be handed over to HR and HR for training once. How to assess at each assessment point, and what are the corresponding remedial measures (penalties) for unqualified assessment? Because KPI assessment is directly linked to income and promotion. Therefore, the operation should work out the following points according to the actual situation of the enterprise: salary mechanism, promotion mechanism (grading), PK mechanism, public commitment mechanism and meeting mechanism. Where is the operation? Operation is the general manager of an online sales company. When formulating these mechanisms, we should follow the principles of fairness, justice and openness, otherwise everything you do will be looked down upon by people and enterprises will not dare to reuse you. How long will it take to do it? At most 1 week. Then it will take 2-3 working days to communicate with HR in depth, and the specific monthly assessment will be implemented by HR.
There are also KPI assessment indicators for operating this position. How to assess is just to assess the weekly achievement rate. Simple! How to achieve it depends on whether the operation has carried out the annual plan well. The boss wants to see the operation week report, not to participate in the discussion of through train bidding.
Verb (abbreviation for verb) real-time optimization (what does the operation do every day)
Speaking of optimization, what is optimization? Details page? Key words? It is very important to optimize the above four processes to the most efficient and systematic. Because we will encounter such and such problems at work, we can't directly find the operation if the customer service has problems. What does the customer service supervisor do? This is an example. After the establishment of the corresponding operation system, in the above four points, the problems are summarized and classified every day, and then what needs to be done is when to solve this problem. Here I suggest using the management software "mind map" to operate. Powerful and necessary weapon for professional managers to go to work, this is the time and event management software for operation, which has the fourth generation of time management. In the process of optimization, we should firmly grasp the annual goal and optimize for the goal, not for the sake of optimization. If you optimize for the sake of optimization, you will "die" in optimization. Remember, if you want to be a professional manager, you must have professionalism and concentration. This is not about how superb your skills are, but whether your attitude is 100% focused.
Operation is actually management, and management is to manage people, things, time and so on. Management should be humanized, you should know the needs of enterprises and employees, and then you are the essential "cement" for building a 100-storey building. You are an unimportant and most important role. In fact, life, too, is a big stage, and everyone just plays his role well and plays this role to the extreme.