A qualified operation should not only have the sense of responsibility of the boss, the aesthetic appreciation of the artists, the market insight of promotion, but also have the meticulous customer service. It can be said that operation is the soul of a store. In this era of booming e-commerce, as long as you dare to say that you are an operator, it is definitely a hot spot. Whether you are opening your own shop or working for others, it is a test you must go through to improve your operation ability. Today, I would like to introduce to you what capabilities you should have as a qualified operator.
1. Ability to position the market
Positioning the market is from the perspective of products. An operator should have his own opinion on the selection of products, and should not follow the crowd, let alone blindly believe in data. This is for sure that some people will refute me. They will say that they do business on Taobao and don't look at the data. What do we look at? I don't deny the importance of data. I just say that people should not be too superstitious about data sometimes, because data may not be true. For example, according to market data, the market for mobile phone cases is definitely larger than that for keyboard membranes (see the figure below). But if you plunge into the industry of mobile phone cases, you will find that the truth is not as simple as you think. The biggest difference between Taobao and offline business is that its customers are all over China. Therefore, no matter how small an industry is, there will be a large market demand on Taobao. The key is how we position and package our products.
2. Ability to view data
View data covers a wide range, including master map data, detail data, product data, customer data, market data, promotion data, seo data, etc. As an operation, we should not only clarify the exact meaning of these data, but also the application meaning of these data. Because the store is a whole, any part of the data problems will reflect some problems. What the operation needs to do is to summarize the observed data and draw conclusions based on the data to support the next optimization solution. For example, if we do not analyze the reasons for the rise and decline of store traffic (see the figure below), we cannot avoid making similar mistakes in the future, nor can we improve our operational capacity.
3. Ability to diagnose stores
The scope of diagnostic stores is also relatively wide, including visitor trends, product sales, marketing strategies, promotion effects, activity performance, etc. Not only do we need to have the ability to analyze data, but more importantly, we need to have a clear idea. We need to learn to discern store problems from some clues. For example, if you find that a certain dynamic score of the store decreases for no reason, do you simply think that it is just this one item that has problems? You should know that the buyer's score is very blind. If he is unhappy, he will not give you a low score for only one item. Therefore, what we need to do is to make buyers feel good when they buy our products. As for how good it is, this is the question you should seriously consider.
4. Ability to layout products
Is it better to update the product regularly or arrange it at one time? Is the product promoted in the whole store or focused? Is the product independent or joint? Is the product priced as low as possible or high-end? These are all problems that need to be seriously considered in operation. Regular updating requires a good supply chain. It is a small seller's practice to arrange products at one time. Of course, the real test is to select and focus on the subsequent products. Once there is a trend of popular products, it is necessary to concentrate all the resources of the store to promote them (of course, not every baby is suitable for the popular product route, and popular products are risky). Once the popular products are formed, it is necessary to consider whether it is possible to do correlation matching to drive other products, so that the store can continue to grow. As for pricing, we should start with crowd positioning. Always remember that no matter how expensive things are, some people think they are cheap, and some people think they are expensive in cheap things, and they will be very picky.
5. Overall control ability
Operation is not only an executor, but also a coordinator in many cases, which requires more capabilities. For example, the artist has no operation idea, but the operation needs to accurately express the idea or scheme to the artist, instead of directly asking the artist to draw pictures or do details, which in turn will be criticized with various criticisms or complaints; For another example, due to the change of marketing strategy, the artist changed the main map, but the customer service did not modify the coping strategy in time, which could easily lead to team conflicts. At this time, operation is the helmsman of overall control, which needs to coordinate the functions of various departments and try to achieve zero error.
6. Ability of marketing promotion
Marketing promotion is not just the ability to promote. Although qualified operation does not need to be proficient in specific operation methods, it is necessary to understand the principles of ideas and principles, and focus on the overall operation trend of the store. For example, the operation can not drive the through train, but the basic principle and promotion mode of the through train must be understood. Only in this way can art and promotion departments be guided to collaborate more efficiently.
7. Ability of crowd positioning
Customer group positioning is very important in today's e-commerce industry. If you didn't position your group well or didn't have this concept at all before making products, and just blindly launched products, promoted and found traffic, the more you do, the faster you die. Just imagine why some dresses can sell for tens of dollars, while others can sell for thousands of yuan. In fact, it's still that topic. You should always understand that you are facing sellers all over China. The larger the crowd size, the more the corresponding crowd classification. Moreover, in today's personalized era, if the positioning of stores or product groups is not accurate, it means that the traffic provided by Taobao will not be accurate in the future, and the conversion rate will inevitably be very poor, and it will be too late to cry.
8. Ability to discover selling points
In fact, selling point mining is also based on crowd positioning. Only when the crowd is well positioned, can we accurately mine selling points and reasonably express them to precise consumers. For example, if I want to be a lady's shower gel, and find a high-quality keyword that is very related to my baby called "shower gel can last for a long time and leave fragrance and whitening", how do you think I should design my main picture and details next? I will definitely use the two core selling points of fragrance retention and whitening in my main picture and details, which can be expressed intuitively in the form of comparison before and after use. Of course, it is not necessary for the operator to be able to design, but the work of digging selling points and guiding the artists must be done.
9. Ability of marketing strategy
Marketing strategy is the driving force for store growth. For example, new promotions, holiday discounts, clearance processing, event promotions, full or reduced package mail, package marketing, etc. are all skills that operators have mastered. The makers and controllers of all these strategies must be the operators, and they need to do a good job in the evaluation and summary of the effect of the marketing plan in real time for the planning and implementation of subsequent marketing strategies.
10. Ability to summarize data
The primary stage of operation must be data, which is a direct indicator of the store. If you want to see the problems and clues, you must learn the ability to summarize and analyze data. In addition to directly looking at the reports of business consultants and other tools, it is also very necessary to make your own tables and regularly summarize the data.
For example: Taoke resource summary, store wide operation data summary, store activity sales results report, etc. These need to be accumulated step by step in the process of opening a store, and form their own style and skills.
