E-commerce planning model Part I:
Online shopping is an important embodiment of the Internet as a practical tool for netizens. With the improvement of the overall online shopping environment, the rapid development of online payment and online banking in China, the online shopping market has shown an obvious growth trend. According to the survey data of iResearch, clothing products have surpassed digital products such as mobile phones and notebooks since 2007 and become the first category of online shopping transactions.
Taobao Mall is a new B2C(B means business enterprise, a business-to-personal shopping platform) created by Taobao, the largest shopping website in Asia. -Taobao's new B2C shopping platform. _ _ was established in April of 10, and the number of brands has reached 10000, with nearly 10,000 enterprises and merchants. Now it has become the most influential B2C trading platform in China.
Taobao Mall and Taobao * * * enjoy more than 65.438+0.8 billion members, providing fast, safe and convenient shopping experience for online shopping consumers. We will provide 0/00% quality guarantee for the goods/KLOC, return the goods after 7 days of after-sales service without any reason, and provide quality services such as shopping invoices and shopping cash points.
The emergence of many small and medium-sized websites, the ups and downs of leading enterprises in the industry, and the emergence of new business models and product categories of vertical B2C websites have all become the focus of attention of e-commerce and media circles. As an important part of e-commerce market, the development of clothing e-commerce is the most representative and forward-looking.
Vertical B2C websites have also joined Taobao flagship store. Our company just saw the market prospect and expansion space of clothing e-commerce. Through all aspects of research, combined with the company's development status, we first chose to open a flagship store in Qin Long on the platform of "Taobao Mall". Qin Long is a group-buying brand of our company, and there is no offline retail, so it is not very stressful for us to do e-commerce, and it also avoids price conflicts with physical stores. So, I decided to register a flagship store in Qin Long.
First, enter Taobao Mall.
Need to pay 16000 yuan as the operating deposit and rent of Taobao.
Second, about openness.
(1) manpower planning
1, personnel division table (photo model editing and art customer service)
(2) Guidelines for the Planning Department's Opening Assistance
(3) Opening promotion
III. Positioning and Operation
Age: suitable for people aged 22-30.
Customer group: 1. Just graduated from college.
2. People who are about to enter the marriage hall
3. New people who pursue personalized needs.
Price: According to the online research in You Shan, He Lan and Evo, we know that the price of customized shirts is generally between 300 yuan and 500 yuan, and the finished shirts are hovering around 200 yuan. According to the network research of Shang You, Youfu and Evo, the price of suits is generally between 1 1,000 yuan-1 500 yuan, and the finished products are sold well between 1 1,000 yuan in 500 yuan.
Director of operations:
1, responsible for the overall planning, marketing, promotion and customer relationship management of online stores;
2. Responsible for the daily operation and management of online store revision planning, shelf, promotion, sales and after-sales service;
3. Responsible for the daily maintenance of online stores, ensure the normal operation of online stores, and optimize the ranking of stores and commodities;
4. Responsible for implementing and cooperating with the company's related marketing activities and planning store promotion activities;
5. Be responsible for collecting market and industry information and providing effective solutions;
6. Make a sales plan and lead the team to achieve the sales performance target;
7, customer relationship maintenance, handling related customer complaints and disputes.
(1) store preparation: 1. Pre-personnel training 2. Understand the basic situation of online stores. 3. Familiar with online store management system
(2) Store decoration:
1, responsible for the online store products on and off the shelves;
2. Responsible for the writing of baby description text and picture text of online store products.
3. Be responsible for the conception and writing of promotional activities;
4. Responsible for editing and modifying the product titles of online stores;
(3) clothing photos:
It needs the cooperation of the planning department.
(4) Normal sales:
Customer service process
1. Communicate with customers on Taobao through online chat tools and answer customers' questions about products and services; 2. Maintain and manage product data online, log in to the sales system to handle the completion of orders, make express orders, and sort out goods. 3, customer relationship maintenance, online communication to answer customer inquiries, guide users to purchase smoothly in the mall, and promote transactions; 4. Responsible for tracking and checking difficult customer orders, and handling evaluation and complaints.
(5) Delivery:
1, responsible for online shop stocking and material acceptance, warehousing, stacking, storage, inventory, reconciliation, etc.
2. Be responsible for keeping the goods and environment in the warehouse clean, tidy and hygienic;
3. Carry out commodity packaging work correctly according to the invoice, and complete the packaging task timely and accurately;
4. Enter the delivery order number accurately in the background of the online shop, change the delivery status, and deal with the problem parts in time.
Do three checks: check the basic information of customers (address, name, contact number), check the purchase information of customers (clothing style, size, color), and check the express delivery information (fill in the express delivery number and related records correctly).
(6) Promotion:
1. Identify 3-5 main products first, and give priority to the registration of these products in future activities, so as to attract customers and do related sales well.
2. Cooperate with the promotion activities of the new Taobao store, do a good job in the marketing activities of opening the store, give full discounts and set VIP preferential prices. 3. Set up taobao guest, sign up for super-selling tyrants, gather good deals and other activities, so as to introduce traffic.
(7) The countdown to opening a store is 60 days
59 days before opening the store
Basic overview, hardware,
Software preparation 57 days before opening a store
55 days before opening the store
53 days before the store opened, 1. Understand the basic situation of online shop (software and hardware preparation before opening the shop) 2. Master the transaction process of Taobao Mall (invoices, points, no reason to return goods within 7 days) 3. Master the trading rules of Taobao Mall 1. Analysis of store positioning (mainly how to price goods) II. Know the management.
Select 5 1 day before opening the store.
49 days before opening the store
47 days before opening the store
45 days before opening the store
43 days before opening the store
465438+ 0 days before the business policy is determined.
39 days before opening a store
37 days before opening the store
35 days before opening the store
33 days before opening the store
365438+ 0 days before the opening of the store foundation decoration.
29 days before opening the store
27 days before opening the store
1. Master the skills of taking photos in shopping malls and the detailed requirements of photos 2. Master.
25 days before opening the store
Baby shooting, details, 23 days before opening the store.
265438+ 0 days before opening the store
Before opening the store 19 days
Before opening the store 17 days
Before opening the store 15 days
Before the trial operation 13 days.
Before opening the store 1 1 day
9 days before opening
7 days before opening
5 days before raising awareness and promoting live shops.
3 days before the store opened, 1. Commissioning, modification and adjustment. 2. Trial implementation and adjustment of the promotion plan. 3. Use the store diagnostic card to conduct business.
abstract
The quality of physical store management depends largely on the location of the physical store. Only by opening in a crowded place and then attracting customers to the store can it be further transformed into sales results and thus create profits. Similarly, the same is true of online sales. Only with this relatively large number of page visits as the basis can we improve the conversion rate and turn it into sales performance through operational means. How to increase the number of page visits, in addition to the excellent product quality, which can bring repeat customers, and the above various marketing methods, another way that can be emphatically considered is to buy 1. Tips for using Alibaba Want Want II. Method and process of returning goods 1. Master the uploading skills of products and commodities II. Grasp the specific details of product description 1. Promotion characteristics of Taobao shop II. How to improve reputation in a short time 3. Determine the image processing skills 1. Store Settings (Basic Settings, Store Classification Management) Custom Page Settings, Picture Management) 2. Transaction management (order management, evaluation management, freight setting) 3. Mall services (sales settlement, subscription service, deposit, account details download, bills payable) 4. Account settings 5. Brand maintenance 1. Fixed expenditure of newly opened stores II. Determination of operation policy 1. Confirmation of logistics mode 2. Logistics packaging. Taobao can help formulate a series of advertising programs according to its own strength and programs, quickly improve brand awareness, increase page visits, and cooperate with good operations.
E-commerce planning model Part II:
I. Organizational structure and job responsibilities of e-commerce projects (Step 1)
E-commerce platform team members are the key to the start-up and subsequent operation of the whole project, and need to be built by special personnel.
1. Project leader: overall operation.
2. Website architecture management: overall website architecture and content optimization.
3. Art design: the page design of the website interacts with the humanization of the page.
4. Backstage programmer: realize the program function in the background.
5. Network promoters: promote websites through the Internet and traditional media or other means.
6. Internet marketers: selling website service products through online marketing or traditional methods.
7. Website Editor/Information Manager: Manage the information of each column of the website.
8. Server maintenance personnel: provide server security and website related functions.
Combine the company's existing e-commerce post resources for reasonable integration. The vacant positions need human resources to fill the job recruitment, and the overall work progress will be in place in mid-April.
Second, e-commerce project positioning (Step 2)
According to the characteristics of the company's two series products and the long-term development of e-commerce projects, it is necessary to abandon the existing e-commerce of single series products and establish a new e-commerce platform that conforms to the two series products. The principle of e-commerce domain name positioning-short, easy to remember and to the point, is closely related to enterprises and their products. A successful domain name is like a famous brand and a famous trademark, which will bring intangible asset value to enterprises!
This domain name, combined with market adjustment, links all companies for a referendum. The company's existing domain name websites are optimized according to market conditions, and are basically defined as product promotion websites.
Third, the planning and design of e-commerce platform (step 3)
1, general webpage product design items (registration, login, membership, product series, product category display, limited time sale, group purchase, etc.). )
2. Commodity search engine. Through the search engine, we can provide users with commodity information conveniently and quickly, which is convenient for users to shop.
3. Shopping cart. Shopping cart has the functions of providing customers with the information of purchased goods, calculating the quantity and price of goods, etc. Users can also modify the quantity of goods through the shopping cart and return some or all of the goods.
4. Customer service center. Provide customers with various operating instructions and services of the website, including shopping guide, service features, service promise, whether it can be returned, payment methods supported by the mall, whether there is extra charge for door-to-door delivery, delivery time after confirming receipt of payment, and other information that customers care about.
5. entrance counter. Access counter can count the frequency of Internet visitors' visits to various topics on the website and grasp consumers' demand for shopping malls, goods and services. Its data is an important reference for formulating business and marketing strategies.
6. Order inquiry. Users can enter the order status interface according to the order number and corresponding information, which provides information such as order date, whether payment has been received, whether delivery has been made, delivery date and so on.
7.BBS。 Use the guest book to record customers' opinions on website content, services provided, product search, product comparison, shopping cart, customer service center, product feedback, distribution station, inquiry center, cashier center, hot search e-commerce website planning report, etc. After browsing the website or shopping. Through the guest book, on the one hand, we can understand customer needs, improve services and enrich product categories; On the other hand, by replying, users can understand the services provided by the mall and increase their trust in the website.
8. E-mail. Provide the corresponding e-mail address of the administrator on each page of the website, so that when customers visit each page, they can feed back the questions, opinions and suggestions to the administrator in the form of E2mail, so that the administrator can improve the service and deal with the problems in time.
Email list. Contact customers through email list whenever products are updated, new preferential measures are introduced or major events are held.
10, online payment. Because online real-time payment has not been fully realized in China at this stage, shopping malls should provide various payment methods, such as credit card payment.
The layout design of the above single project will combine the B2C or O2O type of market adjustment and window design, and consider the overall layout with two series of products.
4. Software and hardware of e-commerce platform (step 4)
Usually, the hardware is very important for the operation of a website, which is the basic guarantee for the operation of the website;
1, e-commerce hardware is generally divided into two parts: network equipment and servers;
Network equipment: routers, switches, firewalls.
Server: according to the development of the company, it can be built, hosted and rented.
2, e-commerce software generally consists of three parts:
1. Operating software systems (UIN_, LINU_, Netware),
B, web server software,
C database software (such as DB2, Oracle, SyBase, Informi_, MS SQL Server, MySQL, etc. ).)
The selection of the above equipment and software is based on the positioning of the project and the company's own resources, and then finally determined.
Verb (abbreviation of verb) Process training of e-commerce project (step 5)
After the establishment of the e-commerce platform, coordinate the company's two series of product managers, including factory managers, to carry out multi-department e-commerce operation process docking training, so as to ensure the closed-loop continuous operation of e-commerce from product display-price operation-marketing-customer attention-customer ordering-inventory management coordination of two products-financial settlement-product delivery-customer after-sales service of the e-commerce platform, ensuring smooth process and ensuring all employees of the company.
The promotion and operation of intransitive verb e-commerce (step 6)
1, unified QQ, public QQ group, personal WeChat and public WeChat, Weibo, email, etc. They are all exported to the e-commerce platform of Grandpa's software for self-media promotion and marketing.
2. Unify the packaging of the company's two series of products and the e-commerce platform promotion of external advertising.
3. Promote and market keywords and windows for popular forums and search engines (Baidu, Soso, Google, etc.). ).
4. Pilot a district for promotion with the help of traditional promotion methods, provide convenience services for a certain group (paid or unpaid), collect offline customer resources online, attract customers to pay attention to the company's e-commerce and mobile phone clients through convenience services and commodity activities, and increase the number of customer clicks and member registrations of the two systems, thereby increasing the added value of e-commerce. After the pilot is successful, it will be replicated in other districts.
Article 3 of e-commerce planning mode:
I. Overview
Nowadays, the market competition is becoming more and more fierce, and traditional media advertisements have long been hot. As a new network media, whoever pays attention to it first can get a share. The popularity of e-commerce has broken the time and space constraints, changed the trade pattern, greatly accelerated the circulation of goods in the whole society, helped to reduce the cost of enterprises and improve their competitiveness, especially enabled small and medium-sized enterprises to directly participate in the international market competition, and also provided them with opportunities to compete with large enterprises. Obviously, the development of e-commerce is of great significance to small and medium-sized enterprises, which should seize the opportunity to develop e-commerce vigorously.
Due to the late start of the company's e-commerce, many aspects are relatively backward compared with other enterprises, with incomplete functions and closed information. It is necessary to increase investment and pay more attention.
Second, the need for enterprises to carry out e-commerce
1. Functions realized by e-commerce applications: production activities-product design and product customization; Operating sales activities-product strategy, pricing strategy, promotion strategy; Services and technical support-online technical services and technical support, online forums, search services and order inquiries; Procurement logistics and delivery logistics; Human resources-online recruitment.
2. Feasibility analysis of enterprises to carry out e-commerce: the benefits of small and medium-sized enterprises to implement e-commerce.
(1) is conducive to the competition between small and medium-sized enterprises and large enterprises. Under the traditional business model, it is difficult for small and medium-sized enterprises to compete with large enterprises; Under the mode of e-commerce, because the Internet is global and everyone on the Internet is equal, small and medium-sized enterprises can compete with large enterprises through e-commerce.
(2) It is beneficial to broaden the market space of small and medium-sized enterprises. The development of e-commerce can expand the market space of enterprises around the world, and enterprises can promote their products and services around the world and let consumers around the world know about their products and services.
(3) It is beneficial to extend the supply chain from the traditional market to the virtual market. With the development of e-commerce, the requirements for suppliers to provide design and engineering services will increase, manufacturers will outsource more non-core businesses, and customers will need more electronic communication to place orders, keep accounts and other businesses. When a large number of customers have such demand, it will have a great impact on the supply chain. Customers require their suppliers to provide more inventory management services; Manufacturers will continue to reduce the total number of suppliers; Companies in the supply chain will be more closely linked.
(4) Strengthen the internal operation and real-time control of small and medium-sized enterprises. With the increasing use of internet technology and system integration technology, communication and cooperation within the company will be improved, and automation technology will be used more, providing greater opportunities for integrating external data and internal operations; The number of employees in the enterprise will be reduced, and the management cost of each employee will also be reduced.
(5) Increase the business opportunities of small and medium-sized enterprises and open up business prospects. Enterprises can quickly and accurately obtain the latest business information in all aspects, guide their own production and sales, and make the market prospects of enterprises broader.
3. How does this enterprise develop e-commerce
The development of e-commerce for small and medium-sized enterprises needs to be carried out step by step, under the conditions of fully understanding the market, basically analyzing the competitive factors in the same industry, fully understanding the current situation of enterprises and clearly planning the development strategy, and combining their own characteristics, industry characteristics and regional economic characteristics, it will be steadily promoted.
1. To develop e-commerce, any enterprise must first understand the modern network, its target market and its current situation. These are the foundations. If you blindly carry out e-commerce work without thinking, it is likely to get twice the result with half the effort and waste manpower and material resources. If an enterprise wants to carry out e-commerce and find business through the network, it must first do a good job of investigation. Only by understanding the network market and network characteristics in China and the e-commerce market in China can we develop e-commerce better and faster.
2. Choose the right e-commerce model.
Before conducting e-commerce, enterprises should first think about whether to establish and publicize the company's good corporate image through the Internet or directly sell products. Like our company, which mainly sells large machinery, basically no customers will place orders directly after reading the product introduction. Usually there will be simple online consultation, further negotiation and even customer field visits. So we need to let the target customers know about our company, our products and be interested in our products through e-commerce. Related work in this area includes:
(1) Establish your own company website and maintain it regularly, including product updates, company and industry updates, etc. The website page is concise and fast, which allows users to quickly capture the products they are interested in, and have a basic understanding of the products through product introduction, and stimulate the desire to consult and buy.
(2) Publishing company information and product information on third-party platforms has taken a solid step in e-commerce. At this stage, the company has only opened an honest member on Alibaba, and the effect has not yet appeared. In my opinion, the company should open its members on some third-party platforms specializing in coal or machinery industry in the near future and publish product information, because according to the nature of the company's products, the target customers are more obvious and the products are more competitive on such websites.
(3) Continue to carry out SEO work such as baidu promotion (search engine marketing) and make it systematic. The characteristic of this work is that it may not be effective if it is done, but it will be ineffective if it is not done. It is very important for the sales of products to make their products rank high.
(4) Choose various forms of product marketing. There are many ways of network marketing, such as search engine marketing, links, QQ groups, related information watermarks, emails, advertisements and so on. We should choose the corresponding marketing methods according to our own product characteristics. At this stage, the main marketing methods of our company are search engine marketing and direct mail, which still have certain effects, so we should continue to carry out related work, and at the same time, we can establish relevant QQ groups, add potential customers, publish relevant industry trends every day, and recommend our products; In addition, you can set up your own corporate blog and update the content regularly. These promotion methods have to be tested in practice to see if they are in line with the company's development strategy.
3. Make a plan and carry it out.
An enterprise needs to do a lot of things to develop e-commerce. No detailed plan, no way to start, in a hurry. Once there is a problem, it will fall into chaos and waste a lot of money, manpower and time. As for how to make the implementation plan of e-commerce, it should be based on the actual situation of your own enterprise, including the following contents: the length of the enterprise work plan, the purpose of the enterprise to carry out e-commerce, and the objectives, realization methods, operators and inputs of each stage. According to our own conditions, we have the following plans:
(1) Apply for at least one e-commerce professional or someone with relevant work experience to systematically formulate and implement e-commerce related work.
(2) Work steps: Step by step, try a variety of network promotion methods.
(3) Budget: The related platform is about 5000- 10000 yuan/year, and the related promotion is about 5000 yuan/year. The website is maintained in 500 yuan.
4. Realize the three elements of e-commerce.
The realization of e-commerce needs to establish three necessary conditions: first, the technical environment of hardware and software; Second, the payment link; Third, the logistics link.
In the whole circulation channel, including information flow, capital flow, logistics, people flow and so on. (called fourth-rate economy). Measuring the development space of an enterprise or individual is to examine your share, methods and ways in the fourth-rate economy. Make use of the three elements of e-commerce and connect with the fourth-rate economic channels reasonably to ensure greater value enhancement. Ali B2B occupies the information flow and is a professional representative. In addition, Alipay increased the capital flow and strengthened the integration of the two channels. As for logistics, it is established by integrating the resources of other logistics systems. The company has joined Alibaba B2B, but it has not opened Alipay and has not joined the deposit. If these two aspects are improved, the company's reputation index will be greatly improved, so that customers have no worries.
5. Track the implementation, analyze and summarize the evaluation, and make timely adjustments. The company's e-commerce is a long-term systematic project. Although these activities we are currently carrying out are also e-commerce, they are only a stage of enterprise development, which requires us to establish an efficient information collection system and optimize resource allocation. We can set up a good database in the background of the website to collect and analyze information, and understand the market demand trend and the operation of the enterprise itself.