Education to win the championship: what kind of thinking and methods should be mastered in e-commerce operation
Commodity operation in the e-commerce environment puts forward new requirements for commodity systems: commodities should form a system around user needs to meet the basic life needs of target users in a certain range and scenario. Commodities also need to have certain high-frequency attributes and attributes that trigger impulse purchases by users. In order to do a good job in e-commerce, it is necessary to adjust and improve the commodity logic of e-commerce. Adjust commodity attributes to meet the commodity operation requirements of e-commerce.
In the era of e-commerce, the general principle of commodity operation is not the simple thinking of selling commodities, but the thinking that needs to be highly penetrated by user operations. If you are simply selling items, it will result in a lack of traffic and users.
- Thinking of order operation:
For e-commerce operations, there are two maximizations: one is to maximize user value. This needs to rely on strong user operation ability and commodity operation ability to achieve. The second is to maximize the customer unit price of the order. That is to say, according to the user’s online purchase scenario requirements, a more reasonable order combination can be activated to maximize the customer unit price of each order.
There are certain differences between online purchases, user purchase scenarios and offline purchases. For most users, online plan purchases are the primary purchase purpose. Therefore, it is necessary to adjust a reasonable order combination according to the characteristics of the user’s planned purchase to meet the needs of the user’s online planned purchase. At the same time, in the face of the difficulty of online customer acquisition, we must also find a way to increase the unit price of order customers, otherwise it will be difficult to support the cost of online customer acquisition.
Offline mainly forms the customer unit price purchased by the customer through the performance of the product and the unit price of the product. There is also a set of offline combinations to increase customer unit prices.
Online e-commerce has changed a lot from the previous offline customer unit price, and it is mainly necessary to increase the customer unit price through order combination. The order combination strategy has become the main way to increase the unit price of order customers.
Currently, most brands lack in-depth research on e-commerce order strategies. Most of them are single-product strategies, resulting in low unit price of order customers, which is an important problem restricting the development of e-commerce.
- Delivery Operational Thinking:
Delivery is a core aspect of e-commerce.
Offline transactions, in-store delivery. The product performance, environment and service of the store are important links that affect the user experience.
In e-commerce transactions, the main transaction links take place online, and only delivery becomes the main node that contacts users and affects user experience. Therefore, paying attention to and doing a good job in the delivery experience is a key part of doing well in e-commerce.
On the one hand, in order to improve the commodity operation capability of e-commerce, it is necessary to carry out systematic commodity system adjustment. On the other hand, in actual operation, the commodity combination strategy of the existing commodity system can also be adjusted. Winning Education would like to say that these two aspects are very important to improve the commodity operation ability of e-commerce.