What does the operation of an e-commerce website include?

Does each e-commerce company have a different definition of operations? I am in charge of operation in the company. Although there are some differences between online education retail and e-commerce, they should be basically the same. After all, the model is B2C. I take this to talk about the work I do.

Job Responsibilities: Retail, Product, Design, Production, Information, Forum, Q&A.

For our company, unlike most e-commerce companies, our primary task is not to scale, but to increase revenue and reduce expenditure. To make money at low cost, we need revenue and profit. My main focus is to sell, sell, sell.

How to sell? The SEM, SEO, external cooperation, community promotion, network alliances, agencies that everyone knows about... The

difference is that I basically don't put advertisements other than search engines, one is because we have little money to burn; the other is for us In terms of other forms of advertising, the ROI is much lower than that of SEM. In fact, we have also tried the advertisements on those portals, but I don't dare to buy them on an annual basis and a quarterly basis.

Of course, we are not absolutely not investing a penny. Sometimes in order to maintain the partnership, we will invest a small amount of money symbolically. Of course, what I value is not the ROI brought by advertising, but the ROI brought by other soft cooperation.

My working principle is to complete sales tasks without wasting a penny.

How to sell? Off-site promotion alone will not work. It is also necessary to use product packaging and flexible pricing strategies to induce user consumption. Promotion only solves the problem of users, and users need better inducement to buy. This involves product naming, pricing, promotions, and more. From my personal observation, I can bluntly say that most e-commerce websites fail in this regard, and the gap between them and the traditional retail industry is very large. Precisely this aspect is very important to improve ARPU, and e-commerce will not do anything other than direct price reduction, in fact, even price reduction is learned. Of course, in fact, our retail business has improved ARPU every year.

If you are doing a brand, then you must seek the premium brought by the brand. LV is like this, and so is Vanke, but the premium capabilities of each are different. I'm basically looking for a higher premium in New Oriental Online as much as possible. Of course, in a different environment, the way and cycle of implementation of this strategy will change. But I do despise the masters who will only cut prices directly and do nothing except stupid, and they also call themselves masters or experts.

I remember when I first came, I changed some product mixes, names, and prices without spending a penny, and sales increased by 60%. It can be seen that this is an extremely important part of the work.

This is actually an important part of the user experience, which in my opinion is called a brand touchpoint.

Speaking of products. In fact, I am also in charge of the product, and I have not received any UED training, including self-study. My principle is to learn the advantages of other websites first, and try to make users follow unified user habits in the industry as much as possible, and don't create something that you think is innovative. Of course, I have to admit that our website is still doing very poorly. After all, in actual work, it cannot be 100% user-oriented and requires more internal balance and compromise within the company.

Design and production are all technical activities, and I don't know it. However, like the product -

I ask myself and everyone to have an empathy, to learn to think in another's shoes, not to indulge in my own world.

Of course, I will also guide their work with this principle. For example, when there is a conflict between the demand side and the construction side, I usually only analyze it from the user's point of view, without considering which side is right or wrong. I just told them how I would be a user.

If you know marketing or advertising, you know USP's unique selling proposition. A lot of copywriting, design, and products actually have a paradox with this. For the user, when he chooses to buy, he needs a point that can impress him the most. Don't make it so complicated, just highlight one point, thank you.

Let's not talk about information, forums, and answering questions...

In short, everything, here, is for users to purchase and learn services.