The Thousand Webmaster Lecture hosted by Anhui Internet Alliance hosted by Lao K has reached its 52nd edition. This edition’s guest is Cheng Xindong, who is the president of Shanghai Weibo Network Technology Co., Ltd. (V5SHOP). Shanghai Weibo was established in 2002 as a The first batch of e-commerce software R&D companies in China, it has been committed to the incubation of e-commerce projects for small and medium-sized enterprises for many years, and has helped thousands of companies successfully build e-commerce platforms. Its V5SHOP online store system was launched to the domestic market free of charge as an enterprise-level concept model at the end of 2008. In just one year, its market share increased significantly and it occupied a front-end position in the domestic e-commerce software market.
Warm congratulations to the nearly 3,000 members of the Thousand Webmaster Lecture. The first six groups of 500 people are almost full. Currently, there are only three groups (500 people) with a small number of seats. If you are interested, the group number is: 17581177. Please join the group with the UID registered on 53w.net.
Thank you all for your long-term support for the thousand-person webmaster lecture. At present, the collection address of all 52 lectures is http://www.53w.net/space.php?do=mtag&tagid=399. We will carry out the public welfare lectures every week! Please respect the learning environment. We will contact webmasters who never speak at any time to let in more webmasters who want to learn.
The following is the transcript of this lecture:
Cheng Xindong: Good afternoon everyone! I am Cheng Xindong from v5shop. Thank you very much for the invitation. Come and discuss with everyone e-commerce, which is a very hot topic now and even in the next 10 years. In fact, for B2C e-commerce, all I can provide you are ideas, because methods are dead and only ideas are alive. But what kind of method is most helpful to you? Judging from the experience of v5shop serving thousands of companies. So for everyone, doing phone business is nothing more than handling and grasping every detail of pre-sales, sales, and after-sales. Pre-sales work is mainly divided into two parts: stable supply of goods. Pre-sales work is mainly divided into two parts: stabilization supply. and effective promotion conversion.
Let’s talk about the supply of goods first. I have always believed that for e-commerce, a stable supply of goods is the key to a successful B2C website. Why do you say this? If a successfully promoted website gains a certain reputation in the market, many customers will come to your door. However, because your product is quite bad, the information sent by these customers is indeed negative. For example, this online store Such information as broken, impractical, etc. will have a considerable impact on your business. There will be fewer and fewer customers, more and more negative impacts, and eventually you will go bankrupt. Therefore, if you want to make a B2C website successful, you must first have a stable supply of goods. So how to find the source of goods may be a question that many of our friends today are more concerned about. Currently, the commonly used methods for finding supply sources in the market are divided into two types according to their own circumstances: 1. B2C websites with financial strength; 2. B2C websites without financial strength. B2C websites with financial strength may use all the methods of finding supply sources that we are hearing today. No, we mainly look at the way the second group finds sources of goods.
Currently, the commonly used methods for finding supply sources in the market are divided into two types according to their own circumstances: 1. B2C websites with financial strength; 2. B2C websites without financial strength. B2C websites with financial strength may use all the methods of finding supply sources that we are hearing today. No, we mainly look at the way the second group finds sources of goods. Choose a powerful consignment company. In fact, there are many crown-level shopkeepers on Taobao who choose consignment companies to get goods. Everyone sells on consignment, which means "zero inventory" and "low risk". We can also choose the consignment method. After getting the supply and choosing the consignment supply, you have to pay attention to some small issues that many webmasters don't pay attention to.
1. Whether the quality of the supply meets the requirements. As mentioned before, if the quality is not good, it will directly affect the website's future business. 2. Whether the quality of the supply meets the requirements. As mentioned before, if the quality is not good, it will directly affect the website's future business. 3. Whether the gross profit of the supply is market competitive. This issue is very critical. Many people have been working for half a year and found that their pockets are full of expenses. Become a negative number or become a moonlight clan. 4. Does the supplier have a high-quality delivery process? Many of our personal friends who are e-commerce suppliers take 6-7 days to deliver each shipment to the customer. This will have a very negative impact on the customer. Delivery is a critical link, because in the eyes of customers, express delivery service is part of our e-commerce services. 5. Is the supply attractive? For example, everyone sells women's clothing under the age of 30. When your supply source is very attractive, it will be many times more attractive than similar websites. When today's girls look at clothing, the first thing they look at is whether the product looks good or not, especially the consumers born after 1985. Only when it looks good will you consider other issues. In short, a successful B2C website mainly depends on the supply of goods. The supply of goods must be well selected, and the business will get better and better. These are some of my personal thoughts on the supply of goods. I hope it will be helpful to everyone when looking for the supply of goods. The second part of pre-sales work It is to carry out effective promotion and conversion. Note that it is not simply promotion to attract traffic.
What aspects of the online marketing process of e-commerce can promote visitors to become customers and visits to sales, that is, the issue of customer conversion. Fundamentally speaking, there are only two basic points that affect the final conversion of the website: the right people and the perfect experience. Many friends who chat with me often say that my daily visits are very high now. I also spent a lot of money doing SEM, but I didn’t get any orders. I understand this right person: the website should bring people who are truly interested in the content or products of the website. Perfect experience: When these people do come to the website, they need to have a perfect experience to drive them towards conversion.
Here I will talk about two points that friends around me often fall into in promotion misunderstandings:
1. The goal must be focused. Everyone is convinced that they know exactly what the goals of the site are. However, this is not the case. You may not think that you will make such a mistake, but many of my friends have actually made it. Including myself. The simplest example, have we ever told ourselves similar things? ——"I want my website's sales revenue to increase by 10% next month." This is a seemingly clear goal, with a specific time and a specific amount of growth. However, when it comes to improving website conversions, this goal is far from clear. For e-commerce, the increase in sales revenue is indeed the ultimate transformation. But what factors drive it when reflected on e-commerce websites?
In the cases I helped my friends consult, the main reason for the increase in sales revenue was that the sales volume of goods accounting for 20% or less increased significantly. Twenty-eight rules. 20% of goods account for 80% of sales. Increase in the number of visitors, promotions, peak seasons, etc. Therefore, depending on the actual situation, the setting of conversion goals should also be different. If you really hope that the increase in sales of some products will bring about an increase in revenue, then the conversion goal should be specific to increasing the sales conversion of these products; if the increase in the number of website visitors is the source of the increase in website revenue, then the conversion goal should be should.
Focus on the capture of traffic; if it is a promotion, then what needs to be paid attention to is the conversion of the promotion. Sometimes, the increase in sales revenue is a combination of the above factors, so you should pay more attention to the specific subdivision of the goals to defeat them one by one.
2. Advertisements must be proportioned correctly. Many friends like to play a little clever. Make some very attractive topics or pictures to entice visitors to click. One of my clients sells high-end sports shoes such as Adidas and Nike. The advertisement placed on the website emphasizes the genuine sneakers at deep discounts, but the landing page after clicking on the advertisement has no related products, only a Flash animation of a beautiful woman running, which is very disappointing. It is conceivable that the number of visits to this website should be quite high, and the final conversion will not be ideal. What I want to emphasize here is not to disappoint visitors who click on the ad, and be sure to pay attention to the match between the ad and the landing page. Because we don’t traffic for the sake of traffic. The part mentioned above is the part that I personally think is relatively important in pre-sales. There are still many details that need to be done by all of us.
Next, I want to talk to you about the sales issue. Sales should be divided into five parts: 1. Attracting the target customer’s attention; 2. Stimulating the target customer’s interest; 3) Building the target customer’s trust; 4) Stimulating the target customer’s desire; 5) Promoting the target customer’s transaction.
first step. Attract the attention of target customers: This is often not noticed by everyone, when the user first enters your site and asks if there are any products he needs. If so. Your first consideration should be whether you have left a strong focus on the user. You must grab his attention in an instant, otherwise you will lose him.
Step two. Stimulate the interest of target customers: Stimulating his interest is what users pay attention to when they pay attention to our products. Of course, it is mainly the answer we get when we judge the customer groups we target when doing market analysis and research. Service, price, product, guarantee, then we will further systematize and extend what they are concerned about. If you can clearly understand the needs of our customers. Then customers will be more interested in paying attention to the products you provide. At this time, customers are only interested in your product. He doesn't have any trust in you at this time. There is no need to make too many promises at this time, because all promises before trust is established are empty talk and may have negative impacts. What we need is slow and further guidance.
The third step is to establish the trust of target customers: With the first two steps, the next step is of course to establish your expert image and sense of trust. The most direct way is to build your trust with a successful case, such as customer evaluation after the transaction. Of course, these evaluations depend on how you do it, so that the customer feels that this is not your first time selling your product, and that you have already sold it. With many successful clients, these are great ways to build trust. What you need to pay attention to at this point is that the reason why you write customer reviews is to use the customer's words to express the value and trust of your product. The more detailed product information you sell, the better when it comes to building trust.
Step 4: Stimulate the desire of target customers: Stimulating desire is a very important step in closing a deal. If this step is not done well, everything mentioned above will be in vain. Because if a person's thinking and passion cannot be continuously moved, he will be indifferent to this matter. That is to say, everyone often says that transactions are closed on impulse. Don't show all the benefits in the early stage because it is easy to do so. As a result, if the final customer cannot complete the transaction at one time, our conversion rate will definitely decrease by a large amount. We systematically organize and analyze the advantages of our products in the market, and then provide the results that customers are most satisfied with and want, allowing customers to see where the benefits of their choice lie. What we let customers choose is not the product but the benefits. ,
The fifth step is to promote the transaction. The commonly used method is to make the limited-time promotion transaction process as simple as possible and not to make it too complicated.
The above are some of my personal views on the sale, I hope it will be helpful to everyone. Due to time constraints, e-commerce after-sales service will not be discussed today. I hope to continue the discussion with you next time when I have the opportunity. Thank you, old K! Thank you all!
Special reminder: The Webmasters Association www.zzlhh.org has been officially launched, and mutual aid promotion is in full swing. Nearly 700 sites have participated.
Product recommendation: Yanhuang Network joins hands with HDWIKI to provide free encyclopedia space http://kaiyuan.huodong.com/china35
Final summary: In this issue, we have invited Mr. Cheng, the president of V5SHOP, to talk to you about the three most important profit models of online stores. He used his own experience to deeply discuss with you the main points of pre-sales and sales. I believe it will be helpful to you. Everyone runs their own independent online store and brings good guidance and construction opinions. The trading of domain names is very hot, so in the next issue we invite Dai Yue, a well-known domestic domain name investor, to talk to you about how to buy and sell domain names and how to make profits. We welcome everyone to actively participate, but if you are sending AD, you are exempted. Thank you for your support. See you next time. The other five groups are full. New webmasters can add 500 people to Lecture Group No. 3: 17581177. We will provide free public welfare services forever, but members who do not speak for a long time will be T.
Special thanks: This lecture has received support from China Webmaster Network, A5 Webmaster Network, Laggard, Grassroots Network, China Webmaster, China Website Construction, Webmaster China, Web Development Network, Aiju, Wola.net, "Webmaster" Magazine, Webmaster Z Weekly, itbear, Tui Yi Yi, Hua Software, New Leaf and other well-known webmaster-related media have strong support, as well as the technical support of well-known domestic IDC service providers Yanhuang Network and NTALKER. This lecture will be released on the above-mentioned webmaster media at the same time, and I would like to express my special thanks.
Thanks to Guan Peng for his contribution