Xiaomi believes that statistics are daily tasks that any store owner must pay attention to and strictly implement. Only in this way can you have a clear understanding of the whereabouts of funds and returns. This is the objective basis to guide the next plan, which can largely Avoid mistakes caused by your subjective assumptions. The so-called "a slight difference is a thousand miles away", this is an eternal adage, no matter whether the business is big or small, it cannot be ignored.
The data that we need to count and analyze include the following aspects:
1. Advertising effect
1. Through train advertising
What you need to understand is which products have been placed, which keywords have been set, how high the bids have been, how much traffic has been brought, what is the daily trend of these traffics, what is the average cost of a click, and how many clicks are there on average? How much expenditure can bring about one transaction, what is the average profit of one transaction, and how many transactions can keep the input and output equal.
Why analyze these? This is the main basis for you to judge which products can be invested and which ones will definitely lose money. Over time, it is the real basis for you to judge how to carry out long-term launch and adjust the product structure on the through train.
As for the statistical method, in addition to the several items provided in the through-train backend, manual supplementation is also required, that is, the daily clicks, costs, transaction volume, and transaction amount of each promotional product are re-statisticated into a special table. Only This way you can get the accurate information mentioned above.
The ready-made statistical reference in the through train only provides you with some of the most intuitive and superficial data, rather than the final most valuable data. This requires you to redesign an EXCEL table. Xiaomi will elaborate on table design with examples later.
So, how do you know that the baby transaction is from a through train? There are several methods for your reference: First, babies participating in the through train should not participate in any other form of single product promotion, including independent activities such as auctions and promotions. The second is to directly ask customers after the transaction through which channel they saw the product, and list several display channels for customers to choose from. The third is not to let the products participating in the through train appear in the home page display columns such as shopkeeper recommendations.
Of course, such statistics cannot be 100% accurate, and there will definitely be errors, but as long as you implement them strictly, the errors will not be too big.
2. Alimama advertisement
You can also see some intuitive and superficial data through the backend of Alimama Advertising, which mainly includes the following points: the traffic of the target website, the number of ad clicks, and the fees deducted.
This kind of data is also not directly related to sales, so you also need to design a table to record the effects of advertising here.
How can you know that your traffic comes from Alimama advertising? It's very simple. When setting the target address of text or pictures in the process of advertising in Alimama's backend, add a code for easy identification at the end of the store address, such as: http://cui40.taobao.com ? ali
If you place ads on multiple websites in the Alimama Advertising Alliance, you can also add different codes at the end, as long as you can distinguish them.
In this way, you can clearly see how much traffic comes from the Alimama Advertising Alliance every day from the "Source" or "Entrance" column in the online store's traffic statistics software, and even how much traffic comes from all target websites. flow.
Finally, by asking the customer where they came to your store after each transaction, it is easy to identify the transaction and its origin, which makes it easier to analyze the delivery effect.
Similarly, traffic statistics can be very accurate, but it is difficult to match transactions with their sources, and there will be errors. Xiaomi is also continuing to explore if it wants to be 100% accurate.
3. Advertisements placed on other websites or forums
The advertisements mentioned here are mainly advertisements with links in the form of personalized signatures, pictures, etc. The statistical method is the same as the above-mentioned Alimama advertisement. When setting the image target link, just add a string of codes after the store address, and then You can check the arrival route through the statistics software in the store.
You can also promote some products by placing single-product hard ads separately. It is best not to duplicate the through-train promotion of products. In this way, the advertising effect can be directly judged through the backend provided by the advertiser and the transaction volume of product views.
Xiaomi has placed some advertisements on external websites for my Cuishi Lin Jade, and the price is very cheap. I just tried it to see, but the overall effect is not good. Of course, this has a lot to do with products and advertising creativity. It doesn’t mean that Xiaomi’s advertising is not good, so your results will not be good. You can give it a try.
The visits brought by advertisements in the form of soft articles are mainly from customers who directly enter their addresses or search in search engines, so it is difficult to make accurate statistics.
After you have conducted statistics and analysis on these main advertising forms for a period of time, you can basically judge which forms are more suitable for your long-term advertising, which ones can only be supplemented in special periods, and which ones are not necessary at all.
2. Access details and origin analysis
At this point, in fact, a lot of the content mentioned in the previous point is repeated, so Xiaomi can simply provide additional explanations here.
If you are using a more comprehensive statistical tool, you can basically conduct a detailed analysis of these data:
1. Overview of daily visits (IP) and pageviews (PV): Visits (IP) refer to the number of unique visitors. Basically, you can see how many customers have visited your store, but there are also very small ones. Error, for example, a small number of customers will visit again after restarting the computer. In this case, the IP may change, and the number of real visitors may be reduced compared to the displayed number. But this is irrelevant. PV is the total number of store pages that these visitors have viewed. Through this, you can see how interested customers are in your store and products. The higher the ratio of PV to IP, the higher the customer interest, and the higher the transaction volume is likely to be.
2. Traffic trends within a certain period: such as changes in the number of visits during this week, the last week, this month, the last month, two months, three months, etc.: Through this, you can see the promotions and promotions you have carried out. The impact of other staged actions on store exposure.
3. Origin or entrance: This part is similar to the first part above. Through this analysis, we can know the effectiveness of different promotion channels. More than 50% of the visits to Xiaomi's Cuishilin store come from posts posted in the Taobao community, and the other forms only add up to about 50%. Unless Xiaomi stops posting for a few days, there will be obvious changes.
4. Visitor details: including which city they are from, IP address, first visit or repeat visit, time of visit, length of stay, etc. These all have certain reference value. For example, if there are a lot of visitors from some fixed cities over a long period of time and the transaction rate is relatively high, you can place some targeted ads specifically for these cities.
5. Viewed pages: This is very important. You can see which of your products have received a lot of attention and which have received almost no attention. It has great reference value for adjusting product structure, holding clearance sales of some products, etc.
6. Access period: You can see the 24-hour traffic changes, which makes it easy to analyze the relationship between your product launch time and traffic, and set high-density products on the shelves according to the peak browsing hours of target customers.
Of course, good statistical tools also have many other detailed analysis functions. Xiaomi will not go into details one by one. I will tell you some of the more important points as a reminder. If you are interested in other aspects, you can study it yourself. .
3. Product purchase, sale and inventory (purchase, pricing, sales, inventory, profit, capital occupation)
Xiaomi originally knew nothing about finance. When she saw the various financial management software, including product purchase, sale and inventory management software, Xiaomi always felt that it was very troublesome to fill in, and the data she wanted to know at any time was not intuitive. The statistical tools provided in Taobao stores are actually only records and trends of sales, number of transactions, and cannot reveal many details you want to know.
For ordinary shopkeepers, what they are most concerned about every day is these data: how much goods are purchased and how much money is spent, how much goods are sold and how much money is earned, how much expenses are incurred, how much net profit is made, how many goods are in stock, and how much funds are occupied .
If these data can be understood at any time, Xiaomi believes that the management of product purchase, sales, and inventory will achieve its purpose. In order to do this well, most large-scale or corporate-operated stores may use barcode management systems, including software and hardware. If there are a lot of goods, it is very convenient and efficient to use.
But most sellers may be in a similar situation to Xiaomi. There are not too many goods, not very strong, and not too many people. At this time, there is no need to use a barcode management system, but the daily accounting work is very troublesome, especially It is easy to forget to keep accounts, leading to giving up halfway. After doing it for a long time, you still don’t know whether you are making a profit or a loss.
So Xiaomi used the most common and simple EXCEL software to create a unique product purchase, sale and inventory management form. It no longer needs other financial software and commodity management software. All the data is clear at a glance and it is very convenient to fill in. With this form , not only is it very convenient to inquire about products and funds, but it is also very helpful for baby pricing!
Next, Xiaomi will introduce this form to you in detail:
There is some data here that does not need to be filled in every time, but is automatically generated, which requires input functions.
1. The function formula set in the [Investment] column is: [Number of Purchases] X [Purchase Price].
2. [Unit profit]: [Sales price] - [Purchase price] - [Freight fee] - [Gifts] - [Certificate] - [Packaging] - [Promotional materials].
3. [Total profit]: [Unit profit] X [Number of sales].
4. [Number of sales] in the [Inventory] column = [Number of sales] in the [Basic product information] column.
5. [Remaining]: [Number of purchases] - [Number of sales].
6. [Capital share]: [Remainder] X [Purchase price].
How to set the function: As shown below, left-click to select the cell where the data in the first row of the corresponding column is located, and then enter the corresponding formula.
Input formula method: first type a "=" sign, and then enter the formula afterwards. For the cells involved in the formula, you can use the keyboard to type the row and column numbers of the cells as shown in the picture, or you can use the left mouse button to click on the corresponding cells. In the cells, use the keyboard to enter addition, subtraction, multiplication and division signs. After completing the input, hit the Enter key.
Note: Not every cell with a function needs to enter a formula separately. Just put the mouse on the lower right corner of the entered cell in the first row. The mouse will turn into a "+" sign. Hold down the mouse and pull down directly. Cells in the same column automatically execute the formula in the first row.
Sum the entire column: You can see that there is a summation number at the bottom of the three columns [Investment], [Total Profit], and [Capital]. This is also very simple. Use the left mouse button to drag and select the entire column of data, or first Select the top data, then hold down the [Shift] key while clicking on the blank cells a few rows below the bottom number. After selecting, click the [AutoSum] tool on the table toolbar: ∑
Note: Why are there blank cells in the following rows? This is to make it easier to add data below in the future. There is intentionally left room for operation. If you need to continue adding data, don’t forget to put the mouse on the leftmost side of the blank row below the bottom row of data, right-click and select [Insert] 】, insert a blank line into it, drag to select multiple lines and then right-click to insert, multiple lines will be inserted at one time.
Is it easy to learn it? ! !
When all the functions are set up, fill in the [Purchase Price] and [Sales Cost], look at the [Unit Profit], and set a [Selling Price] for your baby that will never lose money!
At the same time, according to the inventory quantity, we can promptly replenish the inventory of products that are about to be out of stock, and plan various forms of promotional activities such as one-yuan auctions, special sales, and purchase gifts for products with long-term inventory, so as to sell these products in disguise and make funds available. Get moving and be prepared to adjust your product offerings.
4. All income, expenses and net profit
Since the data in the above product purchase, sale and inventory table are only related to products and have nothing to do with store operations and other living expenses, the profit here is not actually the final net profit you can really get. Once operating expenses and various expenses for living are subtracted, then you will truly earn money.
Please take a look at this table designed by Xiaomi:
No need to say more about Xiaomi, right? Is it obvious at a glance? Only the [Net Profit] column needs to enter the formula: [Amount] in [Product Gross Profit] minus [Amount] in [Expenses]. [Product gross profit] is the [unit profit] in the purchase, sales and inventory report above, which is the net profit earned from any item sold on that day.
Wow haha~~~Finally done! Xiaomi relies on these two forms to know its own incoming and outgoing funds, and they are basically accurate! I hope it will be helpful to the vast number of shopping friends!
5. Customers and orders
Taobao also provides everyone with paid customer and order management tools. According to Xiaomi's understanding, this tool has very comprehensive and detailed statistics, and can basically meet our needs for customer and order related information.
However, in order to prevent the loss of data, Xiaomi still used EXCEL software to design a table that includes the following basic items:
Customer name, address, phone number, Wangwang account number, zip code, product number, price, Alipay account, other accounts, introducer, waybill number, birthday, hobbies, spouse, children, parents, and other social relationships.
This is to facilitate the provision of thoughtful after-sales service, such as on special holidays such as the birthday of the customer or his relatives and friends, when the purchase exceeds XXX yuan, when the number of purchases reaches XXX times, when introducing others to purchase XXX yuan, introducing others to purchase XXX You can give gifts appropriately or send blessing messages at various times and so on.
Xiaomi is just suggesting a method here, and will not describe the specific software and tables in detail. You can refer to the above table and design it according to your own needs. The one that suits you is the best.
Today's conclusion
1. Don’t think that you make money when you sell a product; don’t think that advertising means promotion; don’t think that after customers give you good reviews, you’re done.
2. Novices can make some decisions based on their own subjective assumptions, but they must take off the "novice" hat in the shortest possible time, turn themselves into veterans, and learn to make judgments based on objective data.
3. Don’t force yourself to learn to use the tools used by others. As long as you know what you need to know, using the simplest and most suitable tools will be the most effective.
The source of the article (Cui Shi Lin Jade http://shop.cui40.com ), please indicate the source in the form of a link when reprinting.