We all know that we are now in the era of the Internet. The Internet era has brought us a lot of conveniences. This is also one of the reasons why everyone has high acceptance. For example, for the online shopping platform Taobao, we only need to You can enjoy the fun of buying at home. This novel marketing method has attracted many sellers to join, which has led to greater competition. If you don’t operate it well, there will be no transaction volume. So for merchants who are new to e-commerce What to do? At this time, I will introduce to you Taobao store operations and their prices. Taobao store operation quotation

The charging methods of operating companies vary. This is directly related to the company's cooperation method, so it cannot be generalized. According to incomplete statistics, there are tens of thousands of large and small online store companies across the country, with Hangzhou accounting for the majority. What is the current main situation of the company? At present, it is mainly divided into the following categories: 1. Purely large customers. The representative is Shanghai Baozun, which is currently listed and Alibaba has a stake. It is mainly aimed at domestic and foreign first-tier brands, and will not be considered for general small and medium-sized businesses. 2. Diversification Such operators also consider small and medium-sized merchants. As long as they have high-quality products and perfect cooperation capabilities, they can be divided into 4 types according to different models: 1. Pure service fee This cooperation method only requires merchants to pay for services Fees, excluding sales points, are gradually being eliminated by the market, because charging only service fees will inevitably make people feel that they are making money through service fees and will not be dedicated to operating the store. This is also a concern for every merchant who hopes to find a company. of. 2. The method of only charging points is favored by all merchants, because it means that there is no need to pay any fees to the company in the early stage, and there is no risk in the early stage. Later, when the store has achieved results, the company will be given money, and we can make money together. a way. This method is currently being used by a number of companies in the market, and many of them are practical. Once a merchant encounters this kind of company, it will be a huge profit, and it is almost a guaranteed profit. However, most companies with this model are not very reliable, because they also want to make money. There are no early fees, which means they have to reduce costs, which makes it difficult to build a strong operations team. If there is no good team, the possibility of making the store bigger and stronger is almost 0. 3. Service fee plus points This model is currently the mainstream model in the market and is also a method recognized by merchants. The operating company assigns a team to the merchant, and the team costs are borne jointly by the operating company and the merchant. When the store generates performance, everyone shares the profits. This is a reasonable way of cooperation, generally accepted by many merchants, and is also a relatively mainstream charging method at present. 4. Collect service fees in the early stage, and only charge points in the later stage

This model is currently in the market exploration period, with few operating companies doing it, and some relatively strong operating companies are trying and implementing it. This kind of cooperation will have certain requirements for the merchant's products and strength. After all, only if you are awesome will others be willing to cooperate with you for a long time. The early stage of this model is the same as the third type: in the early stage, the merchant and the merchant jointly bear the operating costs and charge a relatively low sales promotion point. After a certain running-in period, it will only charge commission or even profit sharing in the long term. Cooperate to achieve the greatest possible win. Regarding the upfront charging method, the charging differences between various companies are also very large. Some charge 5,000 a month, while others charge 50,000 a month. The difference is so big that most merchants would be confused. Charges are directly related to project potential and team costs. 1. For small projects, the market is very small, the profits are small, and the monthly sales of stable operations are estimated to be only 30,000 to 400,000 yuan. Companies with strong project capabilities will not accept such projects because the money earned is not enough to support the team costs. For this kind of project, you can usually only find a company that charges very cheap fees, do simple maintenance on the store, and make a little money. There is no need to expect the store to grow to hundreds of thousands or even 1 million or 2 million a month. 2. Medium-sized projects, with market demand, the monthly sales can exceed 1 million, or even reach 3 million. Projects like this are common on Taobao. The products are of good quality and the supply is stable. If there is a capable and responsible team to do it, and both parties cooperate fully, after a certain operation cycle, there is indeed hope that the store can become a success. Monthly sales exceed one million. It is difficult for a company on the market to charge several thousand for a project like this, at least I have never heard of it. Basically, you need to find a team that charges no less than 20,000 or even 30,000 to do it, so that you have a greater chance of success. 3. For large projects, the merchants are strong and have great market potential.

If this kind of project is implemented, the monthly sales can be more than 3 million to 5 million, and the annual sales can be 50 million or more. For this kind of project, it is necessary to find a team with relatively top strength in the market to do it. Needless to say the corresponding fees. It is recommended to find a team that charges no less than 30,000/month to do it. For a team of this strength, the general fee is 30,000-50,000 a month, or even higher. How to run a Taobao store?

First: What does operations do? - I think different teams at different stages of development have different understandings of this question. From a broad perspective, operations are to solve the following three key issues: traffic, conversion rate, and user stickiness. From a narrow point of view, operation is to solve the two problems of conversion rate and user stickiness.

The popular understanding of these three points is as follows:

Traffic: bringing people to the store

Conversion rate: letting people who come in buy things

User stickiness: Let people who have bought something come back often in the future

Illustration: In addition to defining the operation work as solving three key problems. There is another way to understand it. Operations solve end-to-end problems from upstream products to downstream customers, so mastering products and understanding customers has become another operational idea.

Let’s not talk too much about theoretical nonsense. The following store is opened by a friend. It was sent to me recently and asked me to give them some suggestions. Then I will talk about some of my ideas for Taobao operations based on specific stores:

1. Traffic Aspects

My friend didn’t give me the store account password, so I can’t analyze the traffic of their store. But to solve the traffic problem, I can still use my ideas to break down the work: < /p>

The above may contain incomplete information. Fellow friends can also help me add more.

2. Conversion rate

Before analyzing the problem, I will also list my idea map first.

There may be many ways to improve the conversion rate of the store. Everyone can tell you many ways. Divided according to different work contents, I classify them into three categories. The first is product design, which can also be understood as the excavation and packaging of products; the second is store decoration. This is easy for everyone to understand. What is sold on Taobao is text and pictures, so the store Decoration is a big issue. The third is event planning. Good products, good page display, and of course combined with attractive activity formats can easily generate the fastest purchases.

Let’s talk about my friend’s shop in detail.

1. Store homepage design

1) Main color: The main color of the store homepage is bright red, and the overall effect is somewhat similar to Xiaoye perfume. There is nothing wrong with using the eye-catching color red to attract attention and focus the visual focus. However, considering that it is hot summer, the warm colors of red and rhubarb can easily make users feel irritable, resulting in a high bounce rate. In comparison, the green tones of Fangcaoji, the gray-blue tones of Yunifang, and the blue-green tones of Xiangyi Materia Medica are all better, making users look fresh and comfortable. In fact, the effect of the focus image on the first screen of this store is very friendly. Therefore, it is recommended to consider seasonal and climate factors when designing the overall style of the store.

2) Classification module: The product classification of the store has a confusing structure and incomplete content. And this section happens to be a very important part. European and American users are more willing to use the search function because their ethnic groups emphasize personalization and have a spirit of adventure, while Asian users prefer to use fixed paths of category navigation, relatively seeking common ground while reserving differences, and relying on the known. Therefore, good category navigation will greatly improve the user experience.

So far, I am still a layman in cosmetics, but I think that the classification of cosmetic products needs to be divided into at least the following dimensions: First, according to function, there are skin care, makeup, hair and body care categories; Second, it is divided by gender: only for men, only for women; third, it is divided by skin type: oily skin, normal skin, dry skin; fourth, it is divided by brand, L'Oreal, The Face Shop, Xiangyi Materia Medica, etc.; fifth, it is divided by Popular keywords; Sixth, by price range. . .

Some people may say that there are detailed categories in the left category column. Is it necessary to have such a detailed category navigation module in other column positions? My answer is yes, it is.

If no such classification is made.

For example, I am a person with oily skin. After entering the store for a long time, I did not see any products or keywords related to oily skin. Then I may not be interested in browsing anymore and just close the page.

3 ) frame layout. In terms of frame layout, more consideration should be given to users' browsing habits. According to Google's eye tracker test report. When users browse the web, their usual path is from top to bottom and from left to right. Taken together, it is an "F"-shaped hotspot area. Therefore, these aspects should also be taken into consideration when designing the layout of the store homepage. Tomato Skin Beauty Shop obviously did not take this into consideration. Below three screens, it basically uses repeated stacking of similar modules. For example, in the picture below, the two pictures are stacked so close. Which one should the user look at?

2. Single product page design issues

1) Baby title: I will use the one with the highest sales volume in the current store as a case. The title of this product is as follows:

The treasure of the store Cetaphil/Cetaphil Skin Gentle Facial Cleanser 118ML Cleansing/Anti-Sensitive

First of all, let me talk about common sense. The product title is not simply a description of the product. Text description, each keyword in the product title is a path. This path can establish a channel connection between the stranger and his own product when the user performs search behavior. Therefore, it is the right choice to choose popular keywords with high matching degree as the baby title. First, take a look at the daily search volume of each keyword in this baby title on Taobao.

2) Product introduction: The order of product introduction on this single product page is as follows:

Product text description - instructions for use - product picture display - brand introduction - Celebrity recommendation - Effect evaluation - User experience feedback - Product details display - Hot sales record

When I read the entire product page, I felt that my mind was very confusing, and I found that I didn’t put in much. Valuable information. Is there not enough content? No, there is already enough content. The problem is that there is a logical confusion in the display order.

When you recommend something to me, you first have to tell me what it is (brand) and what it is used for (efficacy). If I feel interested, I will continue to ask. , is this product of yours genuine and licensed (qualification certification), and who else is using it (hot-selling record). Finally, I was convinced by you and I want to buy it, but I still have one last question, how to use this thing? (Instructions for use)

Based on the above thinking path, I recommend the content introduction on the single product page Follow the following steps:

Product text description - Product picture display - Product details display - Brand introduction - Effect evaluation - Celebrity recommendation - User experience feedback - Hot sales record - Use Need to know

In addition, some of the pictures on the single product page of Tomato Skin Beauty Shop are too unprofessional, such as the ones shown below, which feel very fake.