Why Don't You Hire A "Housekeeper" To Help Shoe Companies Open Shop?

What is generation operation? Who are they? In fact, you may have had dealings with them before buying online. When you shop in the official flagship stores such as Levis, PHILPS, NOKIA and other official stores in Tmall mall, it is not the employees of these companies who provide you with consulting services and processing orders, but those of the "generation operation companies". These e-commerce service providers, like "housekeepers", provide businesses with decoration, product photography, marketing promotion, customer service orders and shop days. Regular operation Various services such as logistics system, data analysis and so on.

How do these "housekeepers" operate their business? Can they bring about a miracle of sales? What kind of investment return will the owner invest 200 thousand of each year? Xiao Wu eagerly expects it.

　　 Who is the shop operator? Consumer "

Three years ago, Xiao Wu's Taobao women's clothing business was very prosperous. It had achieved nearly 10000 yuan in a day. The development of e-commerce has brought huge wealth opportunities to individual sellers like Xiao Wu.

But luck does not always happen. Under the tide of irreversible online shopping, a large number of famous international and domestic brands have been placed in Tmall. These big business owners have plenty of business budget, advertising spots and service more professionally, which brings huge competition pressure to the traditional businesses with relative shortage of resources, which compresses their little living space.

In April of this year, Xiao Wu found a Taobao shop on behalf of the operation company, paying 200 thousand of the annual service fee and a certain sales commission to the operator. The company helped sell the customer well last year, which is why I am willing to pay this expensive service charge.

Xiao Wu is a member of numerous "electricity supplier service needs". According to the responsible person in charge of Taobao, shop operators need more than three types of businesses, namely, foreign brands, domestic offline brands and brand names transformed from factories (the brand built on Taobao). "The former two are characterized by strong influence and strong supply chain under the brand line, but lack of experience and talents in the operation of the electricity supplier. In the short term, it is impossible to form a complete operation team and choose the generation service to quickly cut into e-commerce, and the brand name is to enhance brand building."

　　 The main business of online store is popularity. baby "

"To do well in Taobao sales, popularity is king." This is the biggest feeling of Fang Peng Jin, general manager of Hangzhou poly Network Technology Co., Ltd. Before the end of the year, Fang Pu Jin took the first single business to help a famous brand of children's clothing sell online, and "quickly gathered popularity and created hits, thus driving sales volume is the key."

Creating "popular baby" is the first step. "Choose a main product, promote sales, open a through train (through the form of payment to make the product appear on the right and the bottom of the search results page, etc.), and try every means to increase sales. For example, choose a T-shirt as a popular pet at a loss, sell it with shorts, and raise the cost of shorts slightly to balance the cost. In addition, you can match the shoes and vests with the shops. Fang Pojin believes that a popular baby can drive the overall sales and feed a shop, so we should try to choose the baby with long sales cycle. If the baby cycle is very short, the new season will have to reset the flagship, which will be harmful to the development of the store.

The "hype" of "popular baby" is not a "single fight". Instead, it is necessary to cooperate with all kinds of promotions to "spread the beans and become soldiers". Similar activities such as "time limit" and "spike" are also common strokes for attracting popularity.

　　 Creating high sales volume with Juhuasuan

Juhuasuan is another way to create high sales volume. Many Juhuasuan product They are all selling at a loss, but the hits and transaction records they create are beyond imagination.

Sun Qi Feng, director of the food business division of Hangzhou ho Zhuo Information Technology Co., Ltd., said that Taobao is very strict in the application and audit of all kinds of promotional activities. "Taobao will consider the quality of Juhuasuan products, cumulative sales volume, recent evaluation, popularity index, purchase conversion rate and other comprehensive considerations to determine whether it is eligible to display on the home page." Therefore, he believes that the operation of professional operators, the probability of success is relatively large.

Sales results are indeed gratifying, but Fang Fang Jin said that the hardships are many, "this line of brains, more energy, a team of 5 to 6 people from the order, shop orientation, activity planning, data analysis to customer service after-sale overall co-ordination, workload beyond imagination."

In this regard, UCC and general manager Li Gongjun also feel deeply agree. "E-commerce services are labor-intensive industries, especially logistics warehousing, which requires more staffing."

　　 Professional people do professional things.

"Traditional enterprises, Brand dealer With operators, we can quickly and professionally enter e-commerce channels and expand new sales positions. Zhang Wei, commercial director of Hangzhou net camp Technology Co., Ltd., said that Adidas, L'OREAL, DELL and other industry giants have entered Tmall store. The sale of traditional brand business network has become the mainstream, but they are new in online store operation.

Fang Pojin said that the data analysis of shop click composition, through-train click rate, transaction conversion rate, average click cost and similar product analysis is a professional activity. "There is a lot of cost to train a mature e-commerce team, and the company's operating environment and internal mechanism may not support it." Sun Qi Feng It is believed that the e-business operation should be entrusted to the professional team to reduce learning costs and improve efficiency.

Hangzhou Jian Yi Yi network technology Co., Ltd. responsible person believes that the play of intensive and scale effect is the biggest advantage of online shop operators. The person in charge explained that store marketing, channel construction and promotion mode can be copied and referential. This mode of operation enables a marketing team to serve different brands at the same time. "Although there are differences in product positioning, consumer classification and channel laying, it can still be used to a certain extent."

　　 "Electricity supplier steward" true or false?

According to insiders, the marketing team of 60 of its companies looked after more than 10 brands, which achieved more than one hundred million sales last year. In fact, this seemingly amazing data is "very common" in the industry. Zhang Wei, commercial director of Hangzhou Network Technology Co., Ltd., said that the strength of the brand with its own reputation and sales prospects, coupled with the operation of professional electricity supplier channels, is not difficult to achieve hundreds of millions of years of sales.

Sales "miracle" guarantee, standardize team operation, no doubt to the business of a strong heart. However, is the annual service charge of 200 thousand really worth the money?

Xiao Wu has calculated an account. He is skilled in data analysis and electricity supplier operation. His annual salary is over 100 thousand, plus the cost of art and customer service. "According to the Commission settlement, the performance of the store is directly linked to the income of the service providers. The Commission is the biggest temptation for them." Little Wu Yue, referring to the sales situation in the past two months, has "Butler" professional services, sales quadrupled and profits doubled. "It's still worth it."

However, there are also businessmen who are not "cool headed" for "housekeepers". They are outsourced in product quality and finance and feel "empty".

　　 2000 online stores are operating in Zhejiang.

According to official data from Taobao, there are about 50 thousand businesses and 70 thousand brands entering Tmall, and 86.5% of Tmall merchants have the idea of outsourcing some or all of their business to service providers, while the actual operation shops are less than 2% of the total stores.

But the industry is also expanding rapidly. At present, there are 300 operators in Tmall. It is 3 times that of six months ago. If it is added to the company which has not been certified by Tmall, it will be operated in the Zhejiang area. According to the industry's conservative estimate, the number will be over 2000.

For business executives, this means unlimited opportunities in front of strong demand, but in the face of explosive growth in the same industry competition, future business will not necessarily be good.

　　 "Housekeeper" also wants to be the boss.

"There is a subtle relationship between the brand and the carrier." Hangzhou Jian Yi Yi network technology Co., Ltd. responsible person believes that after the maturity of the store business, whether the businessmen are willing to continue to pay the service charge, and the carrier is also likely to consider the establishment of a completely independent brand.

For generation operators, the accumulation of funds, stable supply of goods, coupled with mature online marketing system and brand operation concept, create brand is a natural thing. Fang Pojin said that his women's clothing brand "civilian Queen" is being prepared. This positioning of low-end women's clothing caters to the purchasing power of Taobao buyers, which is easy to spread the market and create sales volume.

"Competition in the industry is becoming more and more intense. It is also necessary to integrate resources on hand and carry out diversified management." Fang Pojin said he accumulated a number of children's clothing model resources in the early stage of children's clothing marketing process, and is trying to tap the commercial value of these resources.

In order to expand the business, on the 11 day of last month, there was even an online store operator in Hangzhou who bought a commercial housing on Juhuasuan.

But Li Gongjun, general manager of UCC combined with Chi Chuang, said that in the next three years, he would choose a more professional "housekeeper" and would not change direction easily. "To help customers achieve profits and build brands, this growing process takes time. The choice between competition and cooperation between brand businesses and generation operators can be done, depending on demand and strength.