1. What does Tmall learn from its operation?

Operation is like a strategic overall control system. Just like the CPU of a computer, just like the human brain, what the operation needs to do is to adjust the coordination of customer service, promotion, art design, warehouse, pre-sales and after-sales departments.

What an operating system includes can be summed up in five points:

1 Two endpoints: product and customer.

2. Three keys: flow (drainage), transformation (optimization) and user stickiness (marketing).

Then, you can understand that operation is an assembly line to solve the problem from upstream products to downstream customers; In other words, it is a data analysis system used to solve the problems of traffic conversion in the early stage and user stickiness in the later stage.

(1) Extended reading of Tmall promotion course:

Tmall's specific daily work arrangement:

First, check the data to determine whether it meets the standard.

The first thing to do when operating to work is to look at the data. According to the previous plan, the monthly sales volume or sales volume should be implemented daily. At this time, we should make a simple judgment: is the sales up to standard? After the judgment, there will be an overall thinking and analysis: where can I do well if I meet the standards? What's the difference if it's not up to standard? Comprehensively analyze various situations and find out the reasons behind them.

Second, the analysis of their own shops.

For store analysis, at present, we mainly look at the business personnel, and then make a comprehensive analysis with the daily records of promotion and customer service. What do you need to analyze?

Generally speaking, there are three cores: flow, conversion rate and customer unit price. The unit price of customers is almost unchanged, and the conversion rate is relatively balanced in a certain period of time. What is the most important thing? Analyze the number of visitors, where is the source of visitor traffic? If it meets the standard, which piece of traffic has been increased? What is the cost of input? Which traffic is reduced because it is not up to standard? Why should we reduce it? All these should be done in a clear mind.

Third, check the opponent's shop and analyze it.

After reading yourself, other things to pay attention to are the opponent's shop. I usually look at the top 10 stores and all the stores at the same level as me. Need to know whether there are new products in other stores, what means to promote them, what new changes have been made in the baby description, how the sales volume is, and how the seller evaluates them ... Know the opponent's data and use it as a reference to adjust and arrange your own stores.

Fourthly, the analysis of paid promotion

In front of me, I analyzed my own shop and my opponent's shop as a whole, and then began to refine the rationality of my paid traffic. For example, through train can choose hot-selling goods, and analyze its click rate, average click cost, display ranking, conversion rate, turnover, input-output ratio and so on.

If the click rate is low, how to change the picture? Word analysis, how to add new words, increase the price of which words, reduce the price of which words, delete which words, observe which words, etc. , the operation must have a clear idea.

Verb (abbreviation for verb) activity

Activities have always been a means to attract large traffic and a weapon to attract new customers. We must create as many conditions as possible to participate. In the morning, we usually need to see how the pre-registration activities are progressing. If there are no activities to attend, then you can plan your own activities.

For example, a new seller's clothes can be discounted three days before each new item, and then the original price can be restored. At this time, you can spread the activity information through Want Want, QQ, email, WeChat and mobile phone.

Six, check

Here, the time in the morning is basically the same. But there is still one step to go, and we need to look at the daily details. Whether the through train fee is used up, whether the software has expired, whether there are after-sales problems to be dealt with, and what new information is available in the station letter. You will save a lot of unnecessary trouble.

Two. How about the courses at the English Tmall Store on Wall Street? Has anyone bought it?

Don't expect the teacher to stand on the podium and wait for everyone to slowly rummage through the closet, looking for this and that. When teachers enter the classroom, they should take the problems that need to be solved in the preview process and concentrate on listening. We should also master the rules of teachers' lectures, pay attention to the particles of teachers' lectures, think positively and answer teachers' questions enthusiastically. Especially in class exercises and homework, we should strive to answer quickly and accurately. We should also grasp the main points of the teacher's lecture, take class notes and write down the main points of the teacher's lecture.

ⅲ Is the course of Ali College useful for learning the promotion of Tmall stores?

Not very useful, the principle is the same.

Ⅳ What do Taobao Mall stores need to promote? What is free and what is paid?

I can recommend two for you.

One is free promotion. To enter Taobao University, we must first know who are beginners and who are advanced. There are two ways to promote Taobao: one is free promotion, which really doesn't cost money (in-site promotion). A paid promotion method, which can be rapidly expanded (promoted in different places) after good application.

In Taobao Jianghu, there are the following kinds of free promotion in the station:

First, Taoke. Do you want to make money with 30 yuan, or do you want to make 100 yuan with 30 yuan? There is a simple reason. You just need to set a reasonable commission and let others help you sell it to you for promotion. If you have money, you can earn it together.

Second, the activity participates in the registration. Taobao has many activities every day. Of course, every activity has registration requirements and restrictions. You can sign up with the people you meet. I can only tell you that the traffic brought by an activity is not something you can achieve in a month or two. Taobao is very powerful. Therefore, it is important to choose activities that suit you.

Third, forum promotion. Forum promotion, the effect is obvious, but we should stick to it, pick a few forums we like and promote them according to our product types. Many forums are not allowed to advertise directly, so use your signature skillfully. Active forum, more good posts, essence posts, high-quality posts. The effect of an essence post is better than 100 nonsense posts. The more times you show your face, the more opportunities your store address will show your face. The greater the chance of being clicked, you can also write some posts such as Xiubao and post beautiful product maps, so that others will not only know that you are a merchant, but also may contact you to inquire about the products.

Fourth, Taobao gang. Taobao gang, as its name implies, are both Taobao buyers and sellers, and are the biggest buyers of your goods. Respond enthusiastically to other people's posts and post more good posts yourself. Participate in gang activities, not only have prizes, but also have the opportunity to be on the front page. Don't post for the sake of posting, but really post something meaningful and helpful to others, so that others will remember you, appreciate you and visit your store. This is called soft advertising.

Fifth, blogs. The topic that blogs never fail can be said to be popular all over the world. Don't you want to catch such a huge craze? Write some posts in the blog. For example, mood stories, Taobao stories, some useful information, put a link to your own store under each blog post to pull IP for the store. That's enough. Don't expect every kind of publicity to bring too much return. Promotion and publicity, always after you work hard in many ways, will see the effect.

Sixth, the major search engine portals. Go to the entrances of major search engines, submit your own online stores, and practice your own effects. The following are the portals of major search engines://webmasterhome.cn/SEO/addurl.asp.

Paid extended learning program

When you open your hand and count the index, you can see that the newly launched Hard Wide, Through Train, Super Bars, diamond booth, Juhua, Daily Group Buying, Seconds Kill, Taobao Daren and Calendar Group Buying all need real money. Comparatively speaking, hard and wide is a way to promote brain cells without flowers. As long as big sellers have money, they can use money to compete for good positions. Due to the limitation of my industry, the research is not in-depth and I don't make too many comments.

Through train-compulsory course

The through train is more like a compulsory course for you to enter Taobao Jianghu. This is considered by many sellers to be the most effective promotion method, and it is also my favorite promotion method. The through train must not be launched blindly, and the operation skills of the system need to be improved to a certain extent. It is better to combine Taobao quantum constant channel and data cube analysis to set up comprehensive applications.

The good conversion rate of through train application is higher than that of hard loading. The through train has several core parts: what kind of goods to choose as the through train, and what is the purpose of using the through train? Through train title setting, category bidding setting, keyword setting (how to choose search keywords and transaction keywords), keyword bidding, reasonable through train ranking setting, regional delivery, time period setting, multi-scheme setting and through train skills all need systematic learning.

1) keywords. For new friends who get on the bus, they must rack their brains to think about keywords. How to choose keywords?

This is the most important thing! But in any case, you must take the keywords of the transaction as your first choice! To understand and master the behavior habits of all buyers, what keywords will buyers search for when buying products in your industry! No one can help you with this, so you must calm down and think about it and adjust yourself! No one knows your industry better than yourself! One more thing, it is especially necessary to remind sellers that search keywords are not necessarily trading keywords! What we need to get on the bus is the key word of the transaction! This is very important! Many, many sellers are based on search keywords! Finally, they just said that the through train really burns money! So I lost confidence in getting on the bus!

2) Keyword bidding

Answer: Default bidding: First, according to the characteristics of the industry, set a relatively low unified price with the default bidding instead of the default 0. 1 yuan. My bidding is 0. 18 yuan, which will ensure that most of your keywords are on the first page.

B Hot word bidding: By searching Taobao homepage, the system recommends keywords to obtain hot words, and then modifies the hot word bidding according to customer value. The specific reference value is the visitor value! The value of a visitor = profit/number of visitors in a certain period! This is our guaranteed price! At least this way, we won't lose money! This value is just the break-even point that the boss knows! Therefore, if you ask your employees to set up a through train, as a boss, you should explain this reference value to your employees! Explain to him that our average unit price per click cannot exceed this value! And don't go to the last minute, the cost of the through train is beyond your affordability, and finally you will lose your confidence in driving!

C: Fine-tuning the bidding of hot words: fine-tuning the bidding of hot words through keyword query. For example, if you say 0.37 yuan, you can go to the previous page, or I put 0.36 yuan in the fourth place, while the fifth place is 0.35 yuan and the sixth place is 0.20 yuan, then I will change 0.34 yuan, which is also on the first page, but it can save a lot of money. Please note that the time to query keywords should be chosen in the peak period, so that the bidding ranking is meaningful, because many sellers are not always promoting it.

3), category bidding

Half of Taobao's customers are used to category search, especially in shops where women are the main buyers. Category bidding is more important than keyword bidding. In fact, the method of category bidding I use is similar to that of popular keywords, which is to modify the bidding according to the customer value first. The difference is that the method of querying the ranking is to query by category during the peak period, and then adjust the category bidding according to the principle of fine-tuning the bidding of popular keywords. There is one thing that needs special explanation. Many products are divided into first-class, second-class and third-class categories! Our most economical and effective way is to rank in the lowest category! Not the ranking of the first-class category!

4) Reasonable use of time-sharing promotion and regional promotion: This time should be set according to the buyer's search peak period, and this time period can refer to the time in the data cube! Many product buyers come from different regions, such as Hainan Province, where there is no winter all year round. It is meaningless for you to promote products suitable for winter in Hainan Province!

5) The newly launched multi-promotion plan is especially important for sellers with many store activities and many product categories. You can specify different "battle plans" to meet your different promotion needs. At present, one car is equipped with four schemes, which can be promoted at the same time or separately. Each plan can set the bidding time and area, etc. It's easy to understand. There are different sales requirements in different periods. For example, autumn will focus on autumn cars and summer clothes. Some sellers say that one plan will kill me, and there will be four more, hehe, then it will go to the sixth point.

6) Optimization of through train is the focus of driving! After the product gets on the bus, it should be constantly adjusted according to the situation and sales of the finished product! The optimization here includes picture optimization, title optimization, keyword optimization and promotion scheme optimization! But at present, there are more sellers who only care about keywords, which is really a big mistake! Yuanfang always thinks that the optimization of pictures is more important than the optimization of titles, and the optimization of titles is more important than the optimization of keywords! All other optimizations can only be carried out after the promotion scheme is perfectly optimized.

In a word, the through train is a long process. After we get the driver's license, we should also master the driving knowledge and skills in the process of continuous learning! Finally, I can become a real master of through train!

Diamond booth-No.2 course

The diamond booth is a course that you must study after passing the entrance examination and reaching a certain level. Diamond booth is a tailor-made product for sellers with high promotion demand. Choose the best display location of Taobao, sort by bidding, and charge by display. High cost performance, more suitable for the promotion of shops and brands. Three core advantages: Taobao gold flow; Free bidding, low threshold participation; Rich picture display, eye-catching. Several important links in diamond booth;

1. diamond booth chooses the advertising space and chooses the appropriate location according to the positioning of his own store. It should be noted that not all diamond booths can be targeted.

2. Set delivery information-price and budget. There are two key values: "one thousand exhibitions and one price" and "budget". The price filled in here is competitive with other customers. For an ordinary plan, the level of this price setting completely determines whether the plan can bid for traffic. This price setting is only the first step, and you will also do "targeted delivery" in combination with the setting of "targeted information". Daily delivery budget When you get the right to use traffic through price bidding, how many times your advertisement can be displayed every day depends on the daily delivery budget. The number of advertising exhibitions can be roughly calculated as: the number of advertising exhibitions = daily budget/settlement price of thousands of exhibitions. Setting the delivery information can be crowd-oriented delivery and region-oriented delivery.

Please note the following points:

1) Don't worry when you put it in. Cook with slow fire. We can't rush to see how much traffic the diamond booth brings, but how much the follow-up effect is. According to incomplete statistics, when something appears about seven times, people will have a curiosity and click. Therefore, the diamond booth we want to make is not a vigorous fire, but a lasting slow fire.

2) The value of diamond booth. Diamond booth has two main values: the first is the promotion of store sales, and the second is the brand effect of stores. It is very simple to see the sales situation of the store, and you can see it in the background. However, how to measure the brand effect of the store? It is difficult for us to set a standard to measure the brand effect. The customer can see from the picture of the diamond booth that even if the customer doesn't click, he will know if he accepts the information given by the picture. In this way, if someone tells him about it in the future, he may think of you, which is also the potential value of diamond booth.

3) The immediate effect and slow effect of the diamond booth. The immediate effect is the effect produced on the day we put it in the diamond booth, while the slow effect is the brand effect mentioned in the second point. If the price of your goods is relatively low, and the promotion is relatively strong, then the immediate effect of your delivery to diamond booth will be very good. On the contrary, if the high-priced product is a through train, the effect will be better.

4) Pictures of the diamond booth. On Taobao, there are various advertisements. How to make our advertisements different and attract more customers' attention is a problem that Taobao merchants have been studying. The following points are for reference: an idea; B promotion method; Information embodiment. In fact, most customers are visually tired of most advertisements. If any advertisement is very creative. Then the customer's eyes naturally light up, and there will be a desire to go in and see what it is. Then send an obvious message to customers on the pictures and activity pages, that is, the promotion of our store is very strong. After that, customers will have the desire to buy more or less, and they will have the desire to buy. Then, it will drive the sales of the store.

Maiba-elective course

Mai Ba, quite a combination to buy hard and wide, the investment is much smaller, and many sellers can bear the risk. There is no extra charge for clicking, which is welcomed by many sellers. After all, many buyers don't know what keywords to search for, which is complementary to the effect of through train and helpful to drive traffic and long-term popularity.

Mai Ba's little experience:

A Pay attention to every activity every day and choose activities suitable for your products, and the effect will be better.

1) Select the best-selling goods in season. According to the needs of the overall store promotion, it is not necessarily the best-selling product in our store;

2) Choose products that get more favorable comments from buyers. Buyers can quickly understand the product effect and the transaction conversion rate is high;

3) The price should be competitive. Ensure absolute price advantage, and don't choose expensive products in order to earn back advertising fees;

4) Consider peers. Avoid the promotion of similar products in the same industry and find another way;

5) Pay attention to the color of the product. Under the premise of coordinating with the theme color of the event, it is necessary to highlight the buyer's eyes.

B grab the position, try, try to be on the first page.

C don't lose heart, sum up more and treat advertisements correctly.

Special promotion-interest class

With compulsory courses, second courses and elective courses, you can also play hobbies in your spare time. It won't take too long, but it will often bring you unexpected results.

For example, a group of Jianghu group buying activities represented by poly-cost-effectiveness is the most eye-catching one this year, and many sellers have broken their heads in order to get a good deal. The effect of poly-cost-effective is very obvious: seconds are fast and more are sold. But at the same time, the quality score drops rapidly, and group buying is more attractive to office groups. If your product is aimed at this kind of audience, you can participate more and the effect is very good, and there will be a "250 effect". "250" simply means that it will drive a chain purchase of about 250 people, which is a bit like the principle of atomic splitting. Daren and the head of the delegation are mainly "traction" buyers. This kind of buyers will be very concerned about other people's opinions, and most of them have the experience of launching "help me choose" in the rivers and lakes. When others say yes, they will rush to buy things. If your baby needs to catch this kind of buyer, congratulations on using it correctly. It is worth noting that your products should be excellent, and the customer care and after-sales departments should be very powerful. Once you have a bad reputation, you should deal with it immediately.

Purchase discount is a small tool on Want Want, and it is a gold "discount". Click on it, and you will see "purchase discount". Not bad either. Compared with competition, there is a channel called "VIP exclusive", which is good for building quality shops, commonly known as small diamond exhibition.

Data promotion-graduation defense

Every scholar knows that to graduate, graduation examination and defense are the process of amenorrhea, and it is also the best display for you to master all your studies. So the data promotion stage is your graduation defense at Taobao University.

Many people who study well have a * * * knowledge, that is, there is no teacher at the beginning of learning. In fact, it is also the methodology we often talk about. The same is true of marketing. Many sellers will find that marketing is not a comparative way in the end, but a data marketing model. Because all promotion and marketing must be based on data, only data can guide the promotion direction and goal of the store.

In addition to the above methods, more importantly, online stores with annual sales exceeding 5 million should use data promotion methods. Any promotion must be based on data, in which the overall situation of the industry, the situation of products and the early promotion of their own products are regarded as the most basic three core data.

Promotion: First of all, we should know the number of UV changes per hour, the UV conversion rate and the change value of IPV-UV per hour before the shop promotion. At the same time, there are sales of finished products and follow-up of finished products in through trains.

After the promotion: master the changes of the whole store conversion rate, single product sales, whole store sales, related sales and finished product sales.

The above data must be accurate, and then according to these data, summarize and analyze the results of this promotion activity, and according to the analysis results, summarize the effectiveness and defects of the promotion method, and provide reference guidance for the next promotion activity.

I hope I can help you and wish you success in Taobao shop. And I suggest that you often go to Taobao University to see things. You can learn a lot. And there is a saying, know yourself and know yourself, and fight every battle. Ha ha.

Ⅳ How to promote weight loss products? Tmall stores don't pay?

Kaku fitness APP: a tool to tailor personalized fitness programs.

Do you know that?/You know what? Do you know that?/You know what? Everyone's fitness method should be different! Kakujian Fitness provides personalized fitness programs for various scenes (gym, home, office, outdoor). You can hire a professional coach to tailor it online, or you can fill in your own body data and get a fitness plan provided by a well-known fitness expert.

Kaku's body analysis, body index calculation and other functions can help you keep fit more scientifically. The fitness challenge function encourages you to keep your passion for sports!

Kaku Fitness APP: It also provides the function of booking fitness club courses, fitness instructors and fitness venues.

You can eat before fitness, but you must start fitness one hour after eating, otherwise it will affect digestion.

Problems needing attention in fitness at night:

One: It starts one hour after dinner.

Two: Don't do strenuous exercise, or it will affect your sleep at night.

Three: don't do exercise too late, otherwise it will not only fail to achieve the fitness effect, but also affect sleep.

Drugs have side effects. Doctors don't always tell the truth when selling drugs. When they are young, they don't feel side effects. When they get old, they will induce pathological changes. Or exercise for health, which can enhance your physical function.

ⅵ What courses does Tmall mainly take in operation?

There are quite a lot of learning contents, including:

First, judge whether the data is up to standard.

The first thing the operation does every morning is to have the right to view the data. According to the previous plan, the monthly sales volume or sales volume should be implemented daily. At this time, we should make a simple judgment: is the sales up to standard? After the judgment, there will be an overall thinking and analysis: where can I do well if I meet the standards? What's the difference if it's not up to standard? Comprehensively analyze various situations and find out the reasons behind them.

Second, the store analysis

For store analysis, at present, we mainly look at the business personnel, and then make a comprehensive analysis with the daily records of promotion and customer service.

Third, communication.

If it's a weekly meeting, let's hold it together. Usually, you can communicate one-on-one and tell the general problems, so that the promotion, art design and customer service can express their views and solutions respectively.

Fourth, promotion.

To enhance the responsibility for transportation, he needs to put forward his own views and solutions. If it is a commodity with data up to standard, what are the advantages? Can you copy it to other treasures and how to do it? If it is not up to standard, what is the difference? Which traffic link has gone wrong? How to supplement the flow of promotion, and what is the budget cost? These all need to be clarified.

Verb (abbreviation of verb) customer service management

Standardizing the customer service workflow, such as using the customer service management function in Nissin e-commerce module, requires customer service to handle orders according to the built-in work order, and unifies and standardizes the order management process, which can effectively improve management efficiency and standardize the workflow.

ⅶ Can I return the courses of BT College bought on Tmall?

This question is suitable for me to answer, because it is really relevant ~

We think that learning is a very rigorous matter, and we should be very careful when applying for the exam and buying classes. We have formulated a strict refund policy, which is shown in detail on Tmall's purchase details page.

Now that you have decided to buy a course, should you seriously consider it before making some changes? Learning is an extraordinary journey, let's stick to it together ~

ⅷ What courses do you take in e-commerce?

E-commerce professional courses include computer science, marketing, management, economy, law and modern logistics.

This major cultivates innovative compound electronic commerce senior professionals who master the basic theories and knowledge of computer information technology, marketing, international trade, management, law and modern logistics, have the ability to carry out business activities by using the network, improve enterprise management methods by using computer information technology and modern logistics means, and improve enterprise management level.

(8) Tmall promotes courses to expand reading professional characteristics.

From the meaning and development of e-commerce, we can see that e-commerce has the following basic characteristics:

universality

As a new transaction mode, e-commerce has brought manufacturers, circulation enterprises and consumers into a new world of network economy and digital existence.

convenient

In the e-commerce environment, people are no longer restricted by the region. Customers can complete complicated business activities in the past in a very simple way, such as accessing account funds and inquiring information at any time through online banking, and the service quality of enterprises to customers can also be greatly improved.

complete

E-commerce can standardize the workflow of transaction processing and integrate manual operation and electronic information processing into an inseparable whole, which can not only improve the utilization rate of manpower and material resources, but also improve the rigor of system operation.