1. Mall product project special module content:

Pricing and customer positioning of products sold in mall stores, product selling points and the purchasing psychology of online shopping customer groups, and precautions when putting products on shelves (Product release specifications, product title optimization, description page optimization, different types of description content for different women's shoes, processing of description content for special offers and promotional products)

2. Mall decoration and optimization topic:

Module content: the overall decoration requirements and decoration specifications of the mall store, the decoration style and the ease of use and user-friendliness of the description page, the fit between the decoration style and the product's own pricing positioning (the same grade), and the relationship with buyers Whether the purchasing psychology is consistent, the relationship between decoration effect and promotion traffic. Store decoration requirements for art, description page templates and description page layout requirements. Application and requirements of functional modules commonly used in Taobao site for mall decoration, etc.

3. Mall operation team formation and management:

Construction of the basic operation team of the mall store, recruitment, management and training of employees in each operation division, and performance appraisal; in the early stage of store launch, As well as the preparation period for store operation, how to determine the number of personnel in corresponding positions according to the planning of the mall store, as well as the corresponding recruitment, recruitment channels, recruitment requirements, as well as salary standards (Guangzhou City), labor costs (meals, overtime, accommodation and salary expenses), the signing of labor contracts, the daily behavioral norms of employees, etc. In this module, you can add employee work systems and operation specifications for each process of the mall store (this is to reduce the operational risks of the mall store, especially in the process of releasing products, handling after-sales and participating in Taobao official promotions, violations are prone to occur. ) The operation team mainly includes: customer service personnel, warehousing, logistics, after-sales, art, promotion and other related personnel. Sales planning, operations management, finance and other related personnel may also be added depending on the situation.

4. Mall customer service management and training

(Including customer service work manual, customer service management plan)

Mall customer service does not simply refer to the sales customer service employed by the mall. It’s all customer service that has contact with store operations and customers. In the early stage, it can be purely sales customer service and after-sales customer service. In the later stage, with the expansion of the mall and distribution business, the customer service work division will include sales customer service, after-sales customer service, order processing customer service, data package customer service, product release customer service, and data collection customer service. , customer service for participating in events, customer service for processing refunds, etc.

The changes in the division of labor of customer service positions are determined by the development level of the mall store. In the early stage, it can be an all-round customer service. In the later stage, as the division of labor is further refined, the workflow of the original customer service position will be further reduced. Jane, and at the same time put forward higher requirements for the professionalization of corresponding customer service personnel. In principle, the training and management requirements of a standard sales customer service shall prevail. Other customer service personnel only focus on the division of labor based on sales customer service, and the essence remains unchanged.

5. Mall store planning topic

Plan the mall stores for your company’s main product projects. This plan should be based on the company’s goals. It is mainly divided into the basic period (1-6 months) to achieve a balance of payments, the growth period (6-12 months) to achieve gradual profitability, and the development period (1 year or more) to achieve stable sales growth, profits and store annual plans. consistent.

The various periods here can be shortened according to the actual situation. The more difficult part in the early stage is to establish a basic operation team and train personnel for the corresponding operation division. This cycle can be as little as three months and as much as half a year. One year, and at the same time, the stability of the personnel in the position must be ensured.

Store planning is mainly to set business goals within one year. The first item is the sales, team, operation, and promotion plan goals of the store in the basic period. The second item is the sales plan, promotion plan, Promotion plan and promotion budget. After the store basic team is built, the plan should be broken down into single months.

6. Mall sales management strategy topic

Mainly the establishment of quarterly and monthly sales plans and promotion plans, as well as the reasonable control of promotion and operating costs during the sales process, in the store Before breaking even, sales should not be purely for profit. Instead, focus on store sales, accumulate a certain customer base, and focus on increasing the weight of store products and stores in Taobao searches.

This topic also pays attention to mastering effective customer communication, customer management, promotion plan setting, participation in promotional activities, promotion conversion conversion rate statistics, store/single product sales and promotion costs during the sales process. Statistics, ways and means to create hot-selling/popular products and corresponding methods and cost-effectiveness ratio, etc.

7. Mall operation management topic:

The content is the same as "Mall sales management strategy", focusing on operational ideas and basic B2C marketing and promotion, single product profit margin and unit traffic cost control . Focus on mastering store weights, store basic data analysis, traffic analysis, sales analysis methods and methods, and also focus on the control of risks related to Taobao Mall operations such as refund rates, dynamic scores, transaction disputes, store violations and other risks.

8. Special topic on mall through train promotion and optimization

Taobao through train promotion is the most direct promotion method commonly used in shopping malls. It is equivalent to a diamond booth in terms of status and pays more attention to operational skills. The module is one of the most important core modules of the operation plan, focusing on delivery, time period, region, selection of promotion products, promotion bidding and ranking, keyword setting, correlation between search keywords and store products, click cost and traffic The relationship between conversion rate, traffic and product description, analysis of through train traffic and sales volume, as well as policies and rules and regulations related to Taobao through train.

The module is paired with the basic tutorial "Through Train Collection" officially published by Taobao, for mall managers and employees specializing in promotion to learn and use. Due to the complexity of through-train promotion, the requirements for promoters' care, patience, and intuition are relatively high. At the same time, they have to endure long-term tracking, bidding, ranking, batch bidding, batch setting, time-sharing discount delivery, on-site delivery, and off-site delivery. Operation and statistical processes related to placement, traffic statistics, sales and traffic ratio, unit cost and traffic ratio, etc. In principle, it takes at least three months to master the through train skills from scratch.

Note that you must first be familiar with the basic tutorial of Taobao's official "Through Train Collection" and have a certain foundation in the basic operations of through trains before you can learn the comprehensive skills of through train optimization and bidding ranking in this program, so as to connect the past and the next.

9. Taobao paid promotion comprehensive solution

In addition to through trains, Taobao Mall’s main promotion methods also include diamond booths, Super Maiba, Juhuasuan, as well as trial centers and bank sponsorships , as well as paid promotion methods such as Alimama advertising space outside the site, Taobao fixed channel advertising space inside the site, and Taobao customers.

The plan mainly determines the promotion methods suitable for the store at different stages and periods according to the store situation and predicts the related promotion efficiency. According to Taobao's official internal test data, Taobao Mall single

10. Mall store sales and promotion plan:

(can include sales plan, promotion budget, promotion feasibility analysis )

11. Interpretation of Taobao’s consumer protection mechanism for mall delivery and after-sales processing, precautions for mall store delivery, invoice issuance, and skills in post-sales and exchange processing.

The importance of delivery and after-sales in store ratings, the indirect weight relationship with store service scores and stores, the relationship with refund rates and transaction disputes, etc. Mall store delivery and after-sales are directly related to It is related to the subsequent annual signing of the mall store.

12. Various types of risk avoidance in the mall:

Reduce rights and shield, avoid mall rules, mall operations, sales, after-sales and other risks. Paying attention to risk avoidance can minimize the overall risk of the store. Operating costs, preventing trademark infringement, picture infringement, portrait infringement, intellectual property infringement, description content infringement, and protecting brand awareness,

preventing brand defamation, peer attacks, illegal retaliation from buyers, and malicious complaints, and Handling 315 online complaints and other related skills.

At the same time, the constraints of the mall rules themselves and the unreasonableness of the mall rules themselves are also explained accordingly. Regarding promotion, there are also descriptions of risk control, which are integrated into this module, as well as the division of labor of each position in store operations and the potential risks corresponding to the operations.

In view of the fact that the customizer needs a description of the plan framework, and in order to facilitate mall merchants to understand the core framework content of this plan, this framework is drafted. The actual modules of the program will increase, and the total modules are expected to be 18-22. Some modules of this program can be directly used to train customer service and store managers, as well as serve as a reference for the work specifications of artists. The content of some promotion modules can be directly applied to the training of promotion personnel and actual promotion.