Looking at the current e-commerce market in major industries, many e-commerce platforms are springing up like mushrooms after a rain. It seems that every three or two days, you can find that some new platforms are online. The next three to five years will be a blowout period for e-commerce, and market competition will become more intense. However, among so many e-commerce websites, very few are successful. In fact, success is too broad a term. Just judging from the order numbers of some emerging e-commerce websites that I know about in the industry, many e-commerce platforms are selling orders every day. There are only three or two orders, but no more than 20 orders can be killed, and sometimes there is not even one order a day. In the end, we are struggling to support ourselves, hoping that one day we can change the status quo. I believe this is a problem encountered by many independent platforms, including many Taobao sellers. Although I cannot know how other people’s platforms or Taobao stores operate, through communication with some e-commerce companies, I have summarized and analyzed the reasons for the slow development of many e-commerce companies as follows:
1. No systematic planning
In the early stages of building a platform, there must be a systematic plan from page design and decoration to program function customization. For example: What tone or style is the main color of the page design? How should the layout and columns be set up? What functions should be implemented in the program, etc. With systematic planning, artists and programmers can quickly design pages and write programs as required, without having to make repeated modifications and rework. On the contrary, the strategy adopted by most emerging e-commerce companies is not to plan first and then execute, but to plan while executing. Specifically, the company's senior operating personnel usually designate a platform that is doing relatively well in the same industry, and let the technical team members imitate it, hoping to learn from the interface, columns and functions of the successful platform to get their own platform online as soon as possible. It is said that it is a reference, but in fact most of it has no innovation. It may be more appropriate to call it plagiarism. If you sell clothing, buy Fanke; if you sell electrical appliances, buy JD.com. Although there are so many copies in the world, it is no surprise, especially in China, haha! I don’t object to learning from others. In fact, many people in the industry also advocate learning from other people’s successes. The problem is that we must learn from others and also innovate.
Haha, I'm getting a little far off topic, let's get back to the topic. After the technical team members copied other people's platform architecture according to the wishes of the senior management, they found that some columns were not suitable for their own companies, and some functions could not be implemented due to limited technical capabilities in the early stages of the company's establishment, etc. At this time, the company's senior management will make changes according to their own needs. Which columns should be changed, which functions should be changed, and which layouts should be changed, but there is still no systematic plan. The common situation is: Wouldn't it look better if it were changed to red? It would be better to change it to green; the font doesn't look good and try another one; in the final analysis, because there is no plan and I don't know how to arrange it, I end up paying too much attention to details, which leads to a waste of time and effort, and it is also frustrating to change it over and over again. The technicians complained behind their backs. There is an old saying that has become the motto of many people: Details determine success or failure! In fact, paying too much attention to details will be doomed to failure. Enough is enough!
Let’s talk about it again. After the platform is launched and operated, the first task is naturally promotion. Without traffic, there will be no sales. But there is still no systematic plan on how to promote it, what promotion will be done this month, and what promotion will be done next month. Through communication with e-commerce companies, I learned that they always do what they think of. After a few days of doing it and finding that it has no effect, they try another promotion method. After trying all possible methods, they find that the traffic is still not coming. Naturally, a single amount cannot be obtained. Then there is the internal event planning. They also do whatever comes to mind, without planning the event arrangements in advance according to the characteristics of their own products. For example, it’s almost Valentine’s Day, and I just thought of bringing out a pair of couple’s shoes for an event. The rush of time caused all aspects to be rushed, and because of the short time, no matter from advertising design, copywriting planning, or supply preparation, etc., nothing was done well. Without sufficient preparation, there was no time to do external publicity and promotion in advance, which resulted in the event being greatly reduced and no one even participated.
2. Insufficient and thorough implementation
Emerging e-commerce companies will only focus on the already well-known industry leading companies, always hoping that they can catch up or even surpass them in a short period of time. Because of this, these emerging e-commerce platforms are always eager for success. Just like the promotion mentioned above, just do whatever promotion method comes to mind. If you do it for a few days and find that it doesn't work, try another promotion method. In fact, there is no real promotion method that is ineffective. As long as you do it, it will be effective. As an old saying goes: there will always be rewards if you pay. It just depends on how much you pay. If you pay less, of course, the rewards will be less. . Three days of fishing and two days of drying nets will definitely not be effective. Only by using every promotion method to the extreme can you be successful. Since many promotion methods require a large amount of advertising funds, many emerging e-commerce companies adopt promotion methods that are as free as possible, such as forum postings, soft article promotion, maintaining blogs, mass mailings, etc. And these methods will not be effective overnight. Only by accumulating over time and persisting in doing them every day, as long as the methods are correct, the results will naturally occur. Therefore, all emerging e-commerce bosses, please adjust your mentality first. You will not be able to eat hot tofu if you are impatient. If your promotion is not effective or your sales are not increasing, please first find the reasons within yourself or internally. Just as a friend complained to me before, he was an operator of a Taobao store specializing in sports shoes. He did a through train for two days and spent 500 yuan, but he didn’t sell a pair of shoes. The boss was furious and said that this kind of promotion method It didn’t work, so I asked for another promotion method. My friend said that his boss always listens to the wind and rain. Others said that the through train was very effective, so he asked to use the through train. He said that posting on the forum was effective, and asked all employees to post. , Do this today, do that tomorrow, but the result is that the business is still bleak. This is the result of incomplete and incomplete implementation. Of course, the bosses of traditional companies do not understand the difference between online and offline. Businessmen are businessmen, and they always want to make money every day. Maybe after you insist on doing SEO optimization for more than half a year, you can bring tens of thousands of traffic a day and sell thousands of pairs of shoes every day, but the bosses cannot wait for such a long time and may fire you in less than three months. .
From production to sales to after-sales logistics, e-commerce platforms actually all require systematic planning and unswerving execution. How many styles of products will be produced this spring and summer? Which style will be produced in greater quantities and which will be produced in smaller quantities? System planning needs to be done in advance, so as not to run out of hot-selling items and over-produce slow-selling items. Causing excess inventory. By planning the entire process in advance, coupled with in-depth and thorough execution, I believe that every e-commerce website will make its own way.
The first address of this article is Star Podcast Network Promotion and Operation: http://www.erry.com/observation/17/17.html (Original content, all rights reserved. Please keep this link for reprinting, and please do not modify any content in the article by yourself!)
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