We all know that now is the era of the Internet. The development of the Internet is very rapid, and it has also driven many Internet industries. Taobao is one of them. We all know that Taobao has a new shopping model. , we can experience the fun of shopping without leaving home. This sales model is favored by many sellers, so there are also a lot of sellers settling in. The competition is naturally fierce. If you don’t operate and take care of a store well, there will be no transactions. Quantity, so how much do we need to operate it? How should it be operated? We will tell you about it today. Taobao store operating costs

Some people have been doing e-commerce for 3 or 4 years and still don’t understand what is included in “costs”. Just like when CCTV broadcasts Starbucks coffee, they think that if they get a product with an ex-factory price of 20 yuan, they can double their profit by selling it for 40 yuan. In fact, today, if you open a store on Tmall and sell a product with an ex-factory price of 20 yuan at 3 times the price of 60 yuan, you will only lose money. 1. For example, let me give you an example of a general merchant. In fact, the "cost" is not only the product itself, but the inevitable expenses incurred in the entire sales process of the product. The most basic thing is, "cost" is * **Includes 6 major items: 1. Product cost (for example, 20 yuan); 2. Packaging cost (inner packaging, outer packaging, hangtag, after-sales card, packaging supplies, for example, 5 yuan); 3. Logistics cost (warehousing, express delivery , for example, it is 12 yuan. It should be noted here that the seller said that this is not a "cost" and does not require free shipping. But for the consumer's shopping process, whether free shipping or not, it is a one-time payment and free shipping. Logistics costs are included. Consumers who do not include postage must pay the courier fee together. How much money they spend is considered a one-time consumption? Does it matter whether you include it or not? So express delivery is a "hard cost" ); 4. Tmall deductions (the average deduction is 4%, calculated at a sales price of 60 yuan, it is 2.4 yuan); 5. Taxes (let’s say the average is 8%, don’t mention that online stores don’t pay taxes, Tmall stores correspond to enterprises A bank account, not a personal bank card, all transactions require a penny of tax, which is 4.8 yuan); 6. Photography and production costs (fast-moving consumer goods are especially high, and mock-ups are required to produce a single product If you look at the SKU on the shelves, it requires shooting, retouching and post-production, etc., so let’s consider it less than 3%, so it is 1.8 yuan); OK, the above 6 costs add up to 45.4 yuan, accounting for 75.7% of the sales price of 60 yuan. Moreover, a rising tide lifts all boats. It is a hard expense for sales and cannot be reduced. That is to say, if a product with an ex-factory price of 20 yuan is sold for 60 yuan on Tmall, the hard cost accounts for more than 75%, and the remaining gross profit is about 25%, which is 15 yuan. So let me ask, have you made money? Unfortunately, in addition to the "fixed costs" above, the "variable costs" are even more terrible, and the variable costs are divided into three parts: 1. Labor cost, which means you have to spend Qian Yang's team is engaged in e-commerce and the cost of operating Tmall is reduced to 6 people (operations, design, customer service, warehouse management...). Since Tmall is a corporate operation, in addition to employees' salaries and pension insurance, When all office expenses are included, it will not be less than 7,500 yuan per person in Hangzhou, so it is 45,000 yuan per month. If you "multiply sales by 3 times" as mentioned above, your store will sell 500,000 yuan per month, and the labor cost will be 9%. However, in fact, for ordinary businesses, if the labor cost can be controlled within 15%, it is very good. 2. Advertising costs. Advertising costs are promotion and selling traffic. This is an indispensable expenditure for e-commerce as an Internet industry. Generally speaking, advertising promotion costs are at least no less than 12-15% of sales. More than 20% is normal. Calculating based on the transaction price of the above-mentioned goods of 60 yuan per customer, the monthly sales volume is 500,000 yuan, which means that 8,333 items need to be sold, and 277 items need to be sold every day. If the average conversion rate of Tmall is 2%, the number of UVs (people) that need to be introduced every day is 13,850. Assuming that advertising accounts for 20% of the daily traffic (number of UVs), then 2,770 people need to be introduced for promotion. On Taobao, marketing is mainly through Through trains, diamond booths, and promotional tools (such as Juhuasuan), assuming that it costs an average of 1 yuan to introduce one user, it will cost 2,770 yuan per day (actually far from enough), then 83,100 yuan will be spent on advertising a month, accounting for 500,000 yuan per month 16% of sales. The sum of these two items, if controlled well, accounts for about 22%-30% of sales.

That is to say, fixed costs plus variable costs are all included, and there is no money to be made, or at best it is even... Wait, are you really not losing money? It’s not over yet, we have to do business. , how much money is needed, how much inventory should be prepared? What is the cost of capital chain and inventory? Continue as above, assuming the average monthly sales is 500,000 yuan, then the total sales volume in a year is 6 million yuan. The breakdown by four quarters of a year is as follows (assuming an average sales rate of 80%): 600,000 units were sold in the first quarter, which required about 360,000 funds, leaving 70,000 inventory costs. 1 million units were sold in the second quarter, and about 600,000 funds were needed, leaving 120,000. Inventory cost: Sales of 1.4 million in the third quarter require about 840,000 yuan, and the remaining inventory cost is 160,000. Sales of 3 million in the fourth quarter require funds of about 1.8 million, and the remaining inventory cost is 360,000. Add up the amount of funds required to do a business of 6 million a year. Between 2 million and 2.5 million. In traditional industries, if the return on investment is less than 15%, then it is better not to do this business: because if the CPI increases by 10% every year, the 2 million you invest will not depreciate in value. Then, the above-mentioned fixed costs plus variable costs have been basically all spent, and there is no money to make. There is still extra money and money to spend on inventory. Isn’t this a huge loss? Well, this is " Generally speaking, the business logic of merchants on Tmall, I am sure to tell you: 90% of Tmall merchants are like this, exhausted. So is there anything different? 2. After the above operating cost analysis for extraordinary merchants, if you want to produce on Tmall, you have to do this: 1. The ex-factory price of the product is 20 yuan, multiplied by 4 times the sales, and the fixed cost must be controlled at 50 yuan. -60% or below, the gross profit will reach over 40-50%, and the annual net profit can reach 10-15%, which is almost the same as the CPI increase, but in fact it still makes no money; 2. The ex-factory price of the product is 20 yuan, multiplied by 5 times sales, fixed costs It must be controlled below 50, then the gross profit will reach more than 50%, and the annual net profit can reach 20-30%, which is a little bit of money; 3. The ex-factory price of the product is 20 yuan, multiplied by 5 times or more for sales, for example, multiplied by 6 times, 8 Times, 10 times... Wait, why do you multiply by that much? There are thousands of competing merchants and similar products in any category on Tmall. Your products are not cost-effective, so what are you trying to do? ?Why are consumers willing to buy such expensive things? Moreover, isn’t online shopping just for the sake of cheapness? Therefore, once the sales price of a product is more than 5 times the ex-factory price of the product, your “conversion rate” and sales will be worrying. Okay, since you are an "extraordinary merchant", there are always ways to increase profits: 1. Customer unit price, if the customer unit price is higher than 100 yuan, and the order combination rate is higher than 1.5 (each package contains several products), Logistics and packaging costs would have dropped by more than 10%; but high customer unit prices will reduce the conversion rate; 2. Conversion rate, if the conversion rate is higher than 3%, advertising costs will drop significantly by more than one-third; 3. Return rate, The return rate is free traffic, and the focus is on the brand, that is, product quality and user experience. Then the product cost, shooting and production expenses, and packaging costs will increase.

In addition, it is the so-called shaping of "brand" and "tonality", which is nothing more than leaping ahead among competitors and the market, and using "brand" to build consumers' awareness of products. In other words, the original shopping needs of consumers are generated by "searching" and finding the required items in the large markets of Taobao and Tmall from the dimensions of product style, category, price... etc., and then they become aware of the brand, and then Find products based on the inherent characteristics of the brand, such as "Yu Nifang", "Afu Essential Oil" or "Three Squirrels". The brand is the product, and the category is the brand. When you think of essential oils, you think of Afu, and dried fruits are the three squirrels. But this is not easy to succeed, because for each Taobao "category", consumers can only remember the first one, and theoretically there is no second place. The bloody truth is revealed: the first thing is to burn money rather than make money. Build a brand by burning money, gain market leading scale by burning money, obtain investment by relying on market scale, and then use investment to expand scale... Such a cycle, how can there be anything in this? Is the second best play? Of course, there is no possibility of "counterattack". The principle of "counterattack" is to be bolder and more ruthless in burning money and defeating the first one even if it loses money. In the final analysis, this is different ? So they are extraordinary merchants. They are not short of money, but they are not making money. Can millions of sellers learn this pyramid logic? You know, the top of the pyramid is so glorious, but the bottom is piled with bones.

3. The logic of operating Tmall: Making money or gaining popularity? Well, everyone who criticizes Starbucks coffee should wake up. If you sell something for 20 yuan for 60 yuan, you will lose money. It is too difficult for other merchants to make money. This raises a fatal problem: on Tmall, most merchants are losing money, and only a few merchants are making money. For those merchants with first-mover advantages, such as Handu Yishe, the natural traffic is tens or millions every day. Even if they don’t spend a penny on advertising, they can still sell millions of things because they are interns. It has achieved "primitive accumulation" and has become an industry benchmark. This has to talk about the logic of operating Tmall: 1. Selling goods cannot work: To be on Tmall, it must be a brand. If consumers are greedy for cheap, they can only buy goods less than three times the cost, so what consumers consume is The price refers to the style, not the brand, because most consumers find and filter products through "search" for the products they need. Then the traffic follows the "search", and merchants have to spend a lot of advertising money on search advertising. 2. Selling brands: The so-called brand refers to the logic of premium, that is, multiplying the price of the product by more than 4 times. Since the price/performance ratio disappears, more money and time must be spent on the "tonality" of the brand, which is the so-called user experience. Seize the Consumers worship “diaosi” when shopping. In this way, when consumers are looking for products, they can directly search for brands and stores. This kind of traffic costs nothing. In other words, because the selling price is high, you can spend more money on advertising and defeat those merchants who cannot afford to spend money on advertising. Okay, the above are some basic e-commerce knowledge, let’s start to advance... 4. The internal source of conflict between Taobao and Tmall. Taobao’s daily transaction is not less than 3-4 billion yuan, and if Tmall’s transaction is 200 billion this year, About 8-1 billion per day. 1. What does Double 11 represent? Double 11 is a shopping carnival. Tmall has about 70,000 merchants, and only 20,000 can participate, while none of Taobao’s 6 million stores can participate. Behind the 35 billion transaction miracle of Double 11 is actually : Suppression of consumption: We all know that Double 11 is coming, so we should not consume the goods we originally wanted to buy 10 days in advance. This will suppress tens of billions of demand and explode on the day of Double 11. Taobao's transactions at the end of last year were at least 4-5 billion per day, which was suppressed for 10 days...you know the collective migration of consumption power: 20,000 screened brand merchants concentrated on sharing the consumption of more than 6 million merchants, which were originally on Taobao For consumption, consumers who “cannot afford to shop on Tmall” collectively transferred to a few merchants on Tmall that day, and 20% of the 20,000 merchants, or 4,000 merchants, accounted for more than 90% of them. . Toll booth: When Tmall selects merchants, there will be deduction points. Add in the average deduction point of 4%, then Tmall’s revenue should be 1.6 billion for a transaction of 35 billion. Add in the hard advertisements sold, remove returns and exchanges and accumulation transactions, and the income will not be More than 2 billion.

In addition, large merchants on Double 11, by paying fees to Tmall, monopolized almost all transaction volume and acquired new consumer resources. Consumers collectively migrated from the fragmented Taobao market to brands and The "first-time purchase" users of big sellers are like driving the scattered sheep on the grassland to a few fixed feeding farms. Therefore, Alibaba’s income will not be as high as expected during Double 11, which looks beautiful, but it will only over-squeeze consumption power through marketing. So, the millions of sellers on Taobao didn’t even drink the soup in this feast, won’t they get into trouble? 2. What exactly is Taobao’s model? Taobao, Tmall, Juhuasuan... all belong to the category of “Big Taobao” , Taobao’s business model is a “platform” + “toll station” model. What is B2C? One end of B2C is a factory, and the other end is a consumer. This is the charm of e-commerce, that is, by entering the platform, factory products are sold to consumers in one step. Since the number of intermediate links is reduced, the cost is reduced, and the price can be passed on to consumers. Or, make money from it. However, this statement ignores the cost of "competition" and the high "charges" involved. And this is the Ali system, Jack Ma’s way of making money. From the perspective of the entire B2C ecological chain, merchants must go through several links before they can do business: 1. The head is the brand plus products, which in China are mostly factories; 2. The tail is the consumer. Intermediate links: Factory shipment--Dealer (agent, agent operation)--Platform settlement--Photography and production--Store operation and maintenance--Marketing (introduction of traffic)--Service (conversion of traffic)--Customer service and after-sales-- Warehousing and delivery.

In this model, there are hundreds of millions of specific Taobao consumer groups, but each specific brand and specific product corresponds to consumers with specific shopping needs. This specificity is like finding a needle in a haystack, such as a famous watch, the price 20,000 yuan. There are 20,000 people with specific consumer needs among the Taobao consumer group. So how to find these 20,000 people? The answer given on the Taobao platform is: search. These 20,000 people have different specific needs. How do they find products? In addition to price, style, function, brand... there are hundreds or thousands of logics for "finding" and "searching" products that affect their shopping decisions. Therefore, if you are a merchant selling famous watches, you must "present" or beautify your products in the first place when this specific consumer "searches" every time. Assume that 3,000 people search for this type of watch every day. When consumers see your product and click on it, you conduct "search" marketing, that is, through-train. Then you have to spend at least 1,000-2,000 yuan on bidding searches to get It is possible to import traffic, which is the most basic common sense in doing Taobao. So, it means that you can accurately filter out the specific consumers you want among the hundreds of millions of search requests on Taobao every day. This is a "channel." However, all the "channels" on Taobao and Tmall now have a "toll station" model for traffic, and they also require bidding and auctions. If you pay hard enough and continue to spend every day, this channel can Smooth, this is China's highway! Forgive me for saying that you all know the common sense, but what you may not understand is: if I were such a brand, I should skip the toll station directly and find the 20,000 yuan first. For customers with potential needs, find them directly and convince them. Why go to so much trouble, burning the door every day, paying tolls repeatedly, putting products in promotion positions every day and waiting? Is this the logic of Taobao e-commerce operations? According to the definition of social media, Users stimulate demand through sharing and first become "fans" of a specific brand or individual. They first tell you they like it, and then you provide products and content on demand. This bypasses the "toll gate". Users follow if they like it. This kind of "credit" is almost priceless. Let’s not talk about how WeChat may directly bypass toll stations and subvert the logic of “Taobao-style” shopping. Because if you understand the above logic, you will know that WeChat and social media are active attention + corresponding two-way mechanisms, or even a driving model of consumer attention + merchants responding to demand. Once established, from factory to consumer , it has become a free and easy road. B2C has removed all intermediate chains and is one step to the end. Therefore, the model given by "Big Taobao" today is just the logic of Alibaba's e-commerce. The premise is that traffic must be paid for. The highway has been smooth for a long time, but after they built it, they added countless toll stations. With the commercialization process of Alibaba Group's listing, more toll stations will only be built in order to improve this model. So, do you understand the inherent conflict between Taobao and Tmall? This is that Tmall uses "brands" to gather a small number of powerful corporate-operated merchants, activates the "toll station" model, and promotes "spending money to sell traffic." business model can be established. Most of the 6 million merchants on Taobao use price shopping. In the space of price difference, it is impossible to afford to buy more traffic. They can slowly take the national and rural roads without spending money. Finally, the road Desolate. Let’s put it bluntly: Taobao’s 6 million sellers have raised a large market of blood vessels and the Internet, and finally it was ended by the powerful transportation capacity of Tmall, a super toll highway. 5. Tmall is like this, what about other platforms?

What is the difference between JD.com, Yihaodian, Yixun and Tmall? Of course they are different. The first difference is that Taobao has cultivated a set of consumer shopping methods. "China Standard", and these platforms mostly adopt a procurement and sales system. They are a "platform" + "one-time payment" model. The so-called "one-time" means that these platforms focus on purchasing traffic from abroad to attract consumers. For operators and As far as brands are concerned, the Tmall model has already been accepted. For this type of platform, the first choice is the "brand", and the brand's presence is just an increase in the "showcase" on the Internet. This is the so-called full network marketing. This cost is "explicit" and clearly visible, while several superimposed costs of operating Tmall are "hidden". This helps merchants control risk costs and scale at all times in their operations. 6. Future and Subversion It is common sense on the Internet that e-commerce will eventually return, that is, the Internet not only has a "platform", but its more important essence is a "channel."

The future is bound to be a world of "channels", such as mobile phones, APPs, and WeChat. You don't need a platform, as long as you have channels, you can operate. But now the only channel that provides channels is WeChat. This is why Jack Ma is in deep crisis. Otherwise, if he blocks WeChat, why does Meili say Mogujie? All "channels" that are not part of the Alibaba system and do not charge fees, Jack Ma will strangle him to death. But can he "strangle" it? The future will definitely be dominated by the mobile Internet. It doesn't matter whether the goods are in factories, warehouses, shelves, virtual online or offline, they will be connected through the Internet of Things technology, and then through the Internet Respective "channels" directly reach consumers. The definition of e-commerce is not just Taobao-style e-commerce. In the final analysis, the information flow of the Internet goes directly to consumers and can be done anytime and anywhere. Why do we need a special shopping "platform" and "universal Taobao" to find products? The revolutionary nature of the Internet determines that consumers do not need toll booths for shopping. Isolation also determines that sellers must move toward open operations. What are the promotions of Taobao stores?

How to promote Taobao stores Method 1: Earn silver coins to grab advertising space

The effect of community advertising space is still very obvious! There are tens of thousands of people in the forum every day, so being able to advertise here is really effective! However, it is not easy to grab advertising space. There are too many people to grab it, and it also requires a lot of silver coins. It is not easy for a novice to earn silver coins. I want to write a highlight post, but I don’t know what to write. I want to earn silver coins by answering questions. It seems that I don’t even know the questions. You can only earn silver coins by participating in activities. But then again, it’s worth the hard work just to be advertised in the community! How can you get the fragrance of plum blossoms without a bone-chilling cold?

How to Promote Taobao Store Method 2: Engage in More Promotional Activities

May Day is coming soon, and buyers all hope to buy special offers during the festival. Take a look. Are there any specials in our store? If not, it’s miserable, no one will come to it. Hurry up and pick out a few high-quality and low-priced products for promotion. It doesn’t matter if you make less money. Your reputation has improved, and you can make small profits but quick turnover. If you become more popular, your business will be better in the future. Do it! You don’t have to wait for festivals to do promotions. You can also do more promotions on weekdays to increase popularity. Only when the popularity is strong, business will become more and more prosperous.

How to promote Taobao store method 3: visit old customers

If you want buyers to become repeat customers, frequent contact and visits are necessary, every holiday, or buyer’s birthday, etc. On special days, be sure to send a message to the buyers who have purchased our items and wish them a happy holiday. Let them feel our sincerity, our care and warmth, so that they will remember us in their hearts, and they will naturally think of us when they need to buy something. He would feel bad if he didn't buy from our store. Over time, by establishing a stable customer base, business can be sustained.

How to promote Taobao store method 4: Taoke promotion

Among the paid promotions, Taoke promotion has a relatively low threshold. Currently, the requirement has been reduced to 3 hearts, which means As long as you reach three hearts, you can ask Taoke to promote our baby

How to promote Taobao store method 5: Alimama

Alimama is a trading platform that specializes in selling advertising space. We all know that many websites make money through advertising sponsorship, so if sellers need to advertise on other people's websites, they only need to pay the corresponding fees.

How to promote Taobao store method 6: Yahoo Express

I believe that most sellers are familiar with Yahoo Express. Unlike Alimama’s advertisements, Yahoo Express is click-based. There is a charge for times, but the display is completely free. If a thousand people see your ad but no one clicks on it, there is no cost at all. According to many sellers who have used Yahoo Express, there are many skills in its use, which is why many sellers who have used Yahoo Express have reported different results. If you want to use Yahoo Express well, you also need to study and research carefully.

How to Promote Taobao Store Method 7: Join Consumer Protection

This plan is too expensive and costs as much as 2,000, which is difficult for ordinary small sellers to accept.