There are many roads to success, and we need to summarize them. There are not many roads to failure, but we need to summarize them.

This is an era of entrepreneurship, destined to be an extraordinary era. From Taobao to Tmall, then to Jingdong, Suning, and then to Weishang. Online trading has become the norm. There are thousands of ways to make Taobao successful, we need to summarize. And there are many failures to do Taobao, we have to sum up. Because the predecessors have gone through the wrong path, we don't have to go there again.

First, there is no plan, no plan, where to go.

The overall plan is there, it is to use a year to expand from Taobao. Of course, this plan was only formed in the mind of the boss, and it could not be refined. That is to say, no matter whether the customer service promotion copy always knows that there is something to do or nothing to do, the monthly sales volume is about geometry, and never understands that after a step is completed, it must be followed by the next step. What is its purpose and goal? The steps are not completed or discounted. How does it affect the target?

We only had one sales target at the time, and we sold tens of thousands in the month. But how many thousands of these are generated, based on what it is. In order to complete these tens of thousands, how to promote the promotion, in the month, there is a promotion plan for the through train, which can be carried out in steps or upwards in other shapes, and how the event planning is prepared one month ahead of the holiday, ready for further preparation. What to organize from all aspects of Taobao. In fact, we have never had a psychological plot.

Second, no experience to touch the stone across the river.

Many sellers on Taobao are part-time, no loss, you can earn better, slowly accumulate experience and hope to have a single flight. If a team is waiting for a group of people to wait for a meal, and crossing the river by feeling the stones, there is no difference in the boat. In fact, we are indeed in such a situation.

The experience comes from the familiarity of the business. When no one in the team is familiar with the core operation of Taobao, it is a terrible thing. Not only is the individual responsible for the matter unfamiliar, it is not familiar with the overall consideration of the coordination of work matters between people, it is a more terrible thing. Although experience may become an innovation flaw, it can avoid a lot of unnecessary trial and error during the grassroots period, reducing time cost, resource cost and operating cost.

Third, do not emphasize the analysis of data, do not summarize, rely on feelings to do things.

The direct result of inexperience is that the data is not taken seriously and the data is indifferent. But Taobao is so closely related to the data, and even all the problems can be reflected in the data, and we only pay attention to the sales and the number of tickets we get, and even rarely seriously analyze each item in the Taobao background. What does the data mean?

Although, sometimes, take it seriously. But look at it, for example, the 2 minute product detail page browsing time, it seems a bit short, so the page is more than 4 meters from 3 meters, but the single data presentation is meaningless, it is not easy to find the problem After that, we thoroughly compared, analyzed, and traced the data and data to find a large number of problems. For example, investing in Ali's mother advertisements, there are a large number of click-and-click clicks, which seriously shortens the product browsing time on average. Ali’s mother’s advertising website is mostly fraudulent, but it’s too late, when signing up for Taobao’s cost-effective, Throwing your sentence "Insufficient store operation ability" is a straight heart-like sting.

Fourth, superstitious so-called consultants.

Because it is not good, but also anxious, a little sick and rushed to the doctor. A person with one or two years of experience in Taobao, it is very easy to use a consultant's nephew to lie to a completely inexperienced person. When we invited three different consultants to visit, I thought I could give the team an excitement. Agents, but found that the injection of water, but also to pay, but in the end when the department closed the situation, you really have no way to have a good impression of these so-called consultants.

At the beginning of the 11th year, please come to Taobao, the world's second child, and you can't talk about it in a natural way. Later, I invited a lecturer from Taobao University. The lord also runs the Taobao store and explained it as the owner and Taobao lecturer. It is also general and can’t talk about it. What’s even more ridiculous is that we found the same content in a forum. Post. Finally came a so-called strength consultant, from a Taobao outsourcing operator, the swearing of the rack, the training is not lacking, but always take some Taobao University PPT flicker. When it comes to key issues, for example, why are you able to operate, and we can't operate, can you teach your business methods? He will talk to you about big systems, such as Taobao operations and data analysis. Also, promote one person, customer service, etc., then say that your product is not working, and finally you can't, and so on.

5. Not enough attention to competitors.

The purpose of attention is not to imitate, of course, when others do better than you - visual design, copywriting, and so on. Imitation is very necessary, otherwise it is just a closed door to build a car, self-entertainment, self-deception.

The purpose of attention is to obtain a lot of key information of the store. The more tragic thing is that all the shops of the landlord have not paid enough attention to the hidden rules in Taobao, such as the well-known brush, or public relations. Always looking up at why the opponents sold so well, and then I saw hundreds of thousands of daily sales at the event of Taobao, and then went to the consultant, but the consultant never revealed half-drinks...

Sixth, failure to pay attention to details must fail.

The details determine success or failure, which is more obvious in Taobao, mainly relying on text and visual effects to drive people to promote sales. There are too many details to be paid attention to on Taobao. Let's not talk about the fluctuation of each data on the background quantum channel, and the meaning of the comparison. The meaning of the front-end display effect of a certain train is worthy of serious work. Analytical research, continuous improvement.

The mistake we made was too much. We never care about the difference between the background image and the background image. There is a "post" word on the through train and no effect on the click rate and the transaction rate. . Directly caused by the promotion can not be done. These details are in the thousands of Taobao, involving art, customer service, promotion, operation, copywriting positions.

Seven, do not pay attention to customer experience.

It is clear that Taobao’s promotion costs are very high. The so-called hidden investment is reflected in the promotion of these clicks and no transactions, but in order to win customers, especially new customers, the money cannot be province. Once the new customer business is completed, if the product quality is excellent, the seller will have preferential information from time to time, and the customer may come back to form a second purchase.

The cost of promotion is to win new customers, the cost is higher, and the customer experience is to maintain old customers. From the moment after the payment is made, before the goods have been received, they must make a great foothold for the second purchase, such as the warm reminder on the parcel, the service order, the holiday product promotion newsletter, etc. However, We are really lacking in this regard. That is to say, it always causes the promotion to pull the guests, but does not form a virtuous circle of guest visitors.

Eight, the price is chaotic.

The pricing of Taobao products is particular, it is set high, it can't be sold, it is set low, and it can't make money. Of course, don't take the case of cow B, such as ice cream in winter, to show that everything is artificial. After all, miracles can be created but still can't be met. [Chinese believe in miracles but don't believe in common sense, especially as bosses.] The law is to follow, for example, the big rule of Taobao price is high cost performance, higher than the physical store.

Some friends used to do electronic products, can't do it, because the price of electronic products is too good, and the price difference of similar functions is not too much, unless there is a huge advantage in the brand, you have to say that ordinary things you want to go high-end Most of the people who don't care about this technology, because they don't buy it for scientific analysis, but the quality of ordinary households is good. If there is any technology, what is not practical is just an embellishment. After that, he went to the clothing industry, and it was a matter of wind and water. In terms of price, because the clothing industry is not good.