Detailed Explanation Of Tmall Store Operation Plan Case

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201402/12/20140212101029_sj.JPG "/" < < > >
< p > < strong > a certain store operation plan < /strong > < /p >
< p > < strong > phase 1: applicant company and exclusive store < /strong > /p >
< p > time: July 1st - August 31st < /p >
< p > need support: 11W < a href= "http://www.91se91.com/" > Tmall < /a > shop opening fee > /p >
< p > main work contents and steps: < /p >
< p > 1. applicant company < /p >
< p > 2. details of contract signing < /p >
< p > 3. understand the specific supporting policies of agents < /p >
< p > 4. applies for Tmall store "/p".
< p > specific working rules: < /p >
< p > 3. understand the specific supporting policies of agents < /p >
< p > 1) the minimum order quantity of the distribution fund, the volume of goods is different, and the purchase price is also different (< /p >).
< p > 2) is there a policy of rebate class < /p >
< p > 3) is there a distinction between the turnover level and the difference between the different sales volume and whether there is a distinction between the price and < /p >?
< p > 4, can you provide training materials, products and professional skills < /p >
< p > 5) the shipment period of the distribution fund is less than /p.
< p > 6) can you provide the invoice for purchase? How to issue < /p >
< p > 7) the concept of customization, whether there is a price requirement, and the general price range of the goods < /p >
< p > 8) defective goods replacement policy < /p >
< p > 9) specific support policies for Juhuasuan and other major events, < /p >
< p > 10) the company's policy on planning activities in distribution stores < /p >
< p > 11, can you provide all products with pictures taken? < /p >
< p > 12) whether it can provide drilling and exhibition, through train promotion material < /p >
< p > 13) is the store synchronized with the new flagship store /p?
< p > there is no one to one, or customer service specially designed for Tmall franchisees. < /p >
< p > < strong > second stage: formal input < a href= "http://www.91se91.com/" > operation < /a > < /strong > /p >
< p > time: September 1st - October 30th < /p >
< p > need support: 3000 yuan initial outsourced decoration costs, 30000 yuan test water advertising funds (including the previous brush list), hiring venues, recruitment of 2 customer service (monthly turnover of 50000), three computers, office chairs, 1000 yuan software costs, 100000 yuan of goods, a total of 155000 yuan < /p >
< p > achieve the target: 100000 yuan monthly turnover < /p >
< p > main work contents and steps: < /p >
< p > 1., plan shop opening activities, and determine the activities of main products and single products, < /p >
< p > 2., coordinating the page with the design outsourcing company, and making the first page < /p >.
< p > 3., adjusting the promotion tools. The first stage is to use the brush list and through train. < /p >
< p > 4. listed customer service department's KPI and training, workflow < /p >
< p > 5. winter main push goods plan < /p >
< p > 6., distribution, replenishment, < /p >
< p > 7. plan double 11 activities < /p >
< p > specific working rules: < /p >
< p > 1., plan shop opening activities, and determine the activities of main products and single products, < /p >
< p > the main product is initially designated as flagship store represented by XXX for 12 years, 13 years of main push, with single item activities: collection shop reduced by 5 yuan, gift insurance and so on single item activity; the whole activity of the shop is mainly based on the new theme in autumn, with the recruitment of the members as auxiliary, the Wangwang group is set up, leaving the old customers from the beginning, and the group can receive coupons. < /p >
< p > 2., coordinating the page with the design outsourcing company, and making the first page < /p >.
< p > requires a specific display of goods and page structure plan for outsourced production pages. This page mainly includes shop front page, shop recruit, shop button (source WeChat: ceo0574), description of page correlation part, description of page left design, classification page label design, style with flagship store as reference, combined with the activities of the store itself. < /p >
< p > 3., adjusting the promotion tools. The first stage is to use the brush list and through train. < /p >
< p > brush list is mainly based on the conversion rate of through-vehicle flow rate, the brush platform is selected as the group, 1-3 single daily matches; < /p >
< p > through-train pictures need to find contacts, pay by Zhang as a unit, initially test good pictures, then begin to promote; < /p >
< p > the express words in the early stage of the through-train are mainly related to the relevant brand names, similar brand names around the surrounding area and long tail words. There are two main reasons for the release: the growth rate of the shop turnover, the through train ROI, no upper limit. < /p >
< p > 4. listed customer service department's KPI and training, workflow < /p >
< p > the main work of customer service before sale is pre sale and after sale. Before entering, you need to get customer service training, product knowledge and information from the brand side. The probation period is one week to half a month (the difficulty level of trial training is the main), and the pass of assessment is positive; the early stage of customer service KPI is mainly based on some non performance target indicators, such as response time / average reply number, etc. the workflow is mainly: reception process / quick reply statement / add group process / after sales reception process / return process. < /p >
< p > 6., distribution, replenishment, < /p >
< p > replenishment standard: the daily sales volume is stable in more than 20 units; there is a minimum of 1 months from the off-season; the recent sales volume is on the rise; according to the gross profit and conversion rate after the replenishment, the ROI is calculated, and the goods can be replenished in principle. < /p >
< p > < strong > third phase: full store distribution transition phase < /strong > < /p >
< p > time: November 1st - January 20th < /p >
< p > need support: recruit a < a href= "http://www.91se91.com/" > Customer Service < /a >, a promotion, two storehouse management, an art worker, 200000 money support, staff computers, tables and chairs, warehouse shelves, packaging boxes, all kinds of office supplies, a total of 230000 yuan < /p >
< p > achieve the target: 300000 yuan monthly turnover < /p >
< p > main work and steps: < /p >
< p > 1. lists KPI, workflow, and job responsibilities of each post, product training < /p >
< p > 2. sales target: create a customized one thousand, two flagship shopkeepers push 500 < /p >
< p > 3. the first winter custom plan is < /p >.
< p > 4. clearance plan < /p >
< p > 5., improve the work flow of customer service department, enhance a customer service supervisor < /p >.
< p > 6., build up the old customer framework in the store, enhance the customer experience and increase the SNS element of the store < /p >
< p > 7., formulate the 2014 annual task plan < /p >
< p > 8. spring quarter task decomposition, products, traffic, sales target plan < /p >
< p > specific working rules: < /p >
< p > 1. lists KPI, workflow, and job responsibilities of each post, product training < /p >
< p > more new employees, art / promotion / library management, before the entry of employees, prepare relevant training materials, mainly including: product knowledge training, job responsibilities training, job process training, and the main sources of these data are flagship store, foreign aid, and company staff summary. It is very difficult to make KPI data more beautiful. Therefore, considering the degree of mission completion, salary level is specified according to poster making ability and Zhengzhou average. The promotion of KPI is mainly based on the three trade-offs of the click through rate / traffic cost /ROI of the promotion tools, with a salary level of around 3000. Two warehouse management responsibilities should not be too detailed at the beginning. The main data are: DSR delivery speed, parcel error rate, quality problem return account ratio three aspects. < /p >
< p > 2. sales target: create a customized one thousand, two flagship shopkeepers push 500 < /p >
< p > Customization: at present, the other stores' customization is mostly lower than the average sale price of flagship stores. Although this method can increase conversion rate in the short term, gross profit will be reduced a lot. Therefore, considering that the customization amount is slightly lower than the price of the flagship store, the gross profit is controlled over 50%, and the advantage is that the gross profit is high. The transformation will be balanced with other funds. In the long run, it will be significantly lower than the price of the flagship store, and will be banned by suppliers. The style of the shelves is tentatively scheduled for the early November. The choice of products is mainly based on the sale of explosive money, high gross profit, high conversion, large market capacity, SKU quantity, fabric stability and so on. After returning to the old customers, the initial sales volume will be increased through the feedback of the old customers, and the initial promotion efforts will be intensified, and the single daily flow will reach about 1500 to achieve the goal. < /p >
< p > flagship shop owner's push: this part of the design does not need to be too optimized inside pages, so that a good conversion rate can be obtained by collecting price reduction and sending gifts. < /p >
< p > 4. clearance plan < /p >
Less than P, the inventory left over by the winter stock can be cleared in January. When the buyer's demand point is often to send loved ones and timeliness, the price does not need to be too liberalized. To seize these two needs and apply for activities to suppliers, the success rate will be relatively large. < /p >
< p > 5., improve the work flow of customer service department, enhance a customer service supervisor < /p >.
< p > Customer Service Department is theoretically the largest contingent of electricity suppliers, and involves many problems. Therefore, considering the promotion of a supervisor's work in the early stage will be more successful (source: WeChat: ceo0574). The principle of promotion is: customer service is excellent in its job, has a certain appeal, and is practical and willing to learn. In addition to participating in sales, the customer service supervisor also needs to coordinate the work of the art / promotion / logistics department. KPI is initially identified as two aspects of personal sales performance and team sales performance. < /p >
< p > 6. set up the old customer maintenance framework in the store, enhance customer experience and increase store SNS element < /p >
< p > this part of the work is mainly to enhance the two purchase rate. The old customer maintenance framework mainly includes: hierarchy system, old customers location and maintenance, fixed marketing activities, holiday marketing activities, feedback suggestion system, CRM customer marketing system, package surprise and so on. < /p >
< p > enhance customer experience: in the early stage, it mainly starts from two aspects: customer service, package surprise. {page_break} < /p >
< p > < strong > fourth stage: mature stage < /strong > < /p >.
< p > time: February 15th - April 31st < /p >
< p > need support: 400000 yuan Juhuasuan fund support, including cash and deposit, totaling 400000 yuan < /p >
< p > achieve the target: 500000 yuan monthly turnover (excluding Juhuasuan) < /p >
< p > main work contents: < /p >
< p > 1., improve department building, department system, workflow, subdivision work < /p >
< p > 2. weeks / month meeting system < /p >
< p > 3. the first Juhuasuan activity plan < /p >
< p > 4. team culture construction < /p >
< p > specific working rules: < /p >
< p > 1., improve department building, department system, workflow, subdivision work < /p >
< p > example: the promotion department can be divided into direct train / drill / Taobao passenger /SNS platform, 4 person set up supervisor, the Department's responsibility is to obtain more traffic at lower price, and guarantee ROI, so the KPI of the supervisor achieves traffic and the proportion of advertising expenses. The work process of drilling and Exhibition specialist: put forward the picture demand - art production, test - monitoring data - return modification - continuous release, other posts and so on. < /p >
< p > 2. weeks / month / quarter meeting system < /p >
< p > the main purpose of the system is to better allocate jobs and follow up work so as to adjust the direction of work in time. Weekly meeting: report on the work of last week, put forward work problems and solve problems together with other departments, next week's performance goals, direction of work and so on. < /p >
< p > 3. the first Juhuasuan activity plan < /p >
< p > turnover is to achieve a leap in the spring. It is possible to rely on a continuous sales of over 2000 of the total sales. Therefore, considering Juhuasuan speed will soon achieve the goal. The target Juhuasuan plan is tested in the winter, the purchase version is revised, and the initial selection of 2-4 items is selected. All of them are basic funds, and other brands are selling hot money. After that, they start to sign up, then replenish the goods and follow up. < /p >
< p > the general plan of activities: advance preparation of printers, couriers and negotiation with the express delivery. On the same day, the number of people who pick up the goods can be more. On the same day, the customers will be preheated through the accumulation of old customers, and the directional brand side shops will be previewed, the collection data will be collected, and the goods of 1/3 will be packaged in advance. The directional ESEY flagship store will be used as the main drainage channel in the activity. The customer service department will receive the whole process after the start. Other departments will leave the necessary personnel, and the departments will be allocated to the posts of scanners / bills / distribution / packing separately. 3 days after the start of the activity, the after-sale personnel will be arranged to work on the night shift to solve all kinds of problems. < /p >
< p > department structure < /p >
< p > divide the department structure based on the scale of turnover, and increase the turnover to a certain scale to the corresponding structure. At the same time, consider the difficulty of each talent, determine the number of personnel in each stage, and the cost of personnel at each stage is 6%-7% of turnover. < /p >
< p > turnover: 100000 yuan < /p >
< p > available personnel cost: 6000 yuan < /p >
< p > establishment and number of departments < /p >
< p > Customer Service Department: 2 employees, a total of 5000 yuan < /p >
< p > note: early staff cost is limited, basic work such as pre sale and after-sale is done together, the performance is not too strict, the cost of art and other personnel is too high, so only recruit two customer service, divided into early and late classes, one person per shift. < /p >
< p > turnover: 200000 yuan < /p >
< p > available personnel cost: 14000 yuan < /p >
< p > establishment and number of departments < /p >
< p > Customer Service Department: 1 people in charge and 2 employees, totaling 8000 yuan < /p >
< p > Art Department: 1 employees, a total of 3000 yuan < /p >
< p > promotion department: 1 employees, a total of 3000 yuan < /p >
< p > Logistics Department: 1 employees, a total of 2500 yuan < /p >
< p > total cost: 16500 yuan < /p >
< p > note: the source of the customer service department is the first batch of employees. There are two reasons for this. First, let the employees see the hope of promotion, and second can divert part of the customer service work to better guide the operation; the staff of the 3000 yuan Department of the Ministry of art and industry will not be too high; the main task is to imitate and make various promotional materials; the decoration of the shop is still dependent on the outsourcing business; the main work of the promotion staff is to adjust various promotional tools and the summary and collation of the data report. < /p >
< p > turnover: 300000 yuan < /p >
< p > available personnel cost: 200000 yuan < /p >
< p > establishment and number of departments < /p >
< p > Customer Service Department: 1 people in charge and 2 employees, totaling 8000 yuan < /p >
< p > Art Department: 1 employees, a total of 3000 yuan < /p >
< p > promotion department: 1 employees, a total of 3000 yuan < /p >
< p > Logistics Department: 2 employees, a total of 5000 yuan < /p >
< p > total cost: 19000 yuan < /p >
< p > note: in this period, a logistics department's staff is added. The first reason is the increase in shipments. The second warehouse needs a customer and customer service personnel to facilitate the handling of after-sale problems. Other personnel have not been adjusted for the time being. < /p >
< p > turnover: 500000 yuan < /p >
< p > available personnel cost: 35000 yuan < /p >
< p > establishment and number of departments < /p >
< p > Customer Service Department: 1 people in charge and 3 employees, totaling 11000 yuan < /p >
< p > Art Department: 2 employees, a total of 8000 yuan < /p >
< p > promotion department: 1 employees, a total of 3000 yuan < /p >
< p > commodity department: 1 employees, a total of 3000 yuan < /p >
< p > Logistics Department: in charge of 1 people, 2 employees, a total of 8000 yuan < /p >
< p > Planning Department: 1 employees, a total of 3000 yuan < /p >
< p > total cost: 36000 yuan < /p >
< p > notes: at this stage, 1 customer service, 1 art workers, 1 commodity commissioners, 1 logistics supervisors, 1 planning copywriters are added. The reason is: customer service group is divided into two groups: pre sale and after sales, which are managed by different performance appraisal and a supervisor. This is mainly for meticulous management and personal improvement in a certain field. The reason for the logistics director is that the logistics department has reached 3 people, making it easy to plan daily work and responsibilities to people. The daily work of the commodity Commissioner mainly includes product transformation, data analysis, merchandising, store goods placement, data guidance and product promotion, and so on. There are two main tasks in planning copywriting: Planning of store activities and posters in the shop, and promotion of material copy. < /p >
< p > the gross profit margin is 40% after the whole store is sold. The big cost is divided into promotion cost 10%, personnel cost 6%, Tmall point 5%, freight plus packaging cost 5%, tax 4.5%, venue / gathering / Tmall software / employee welfare cost 2%, and the final profit margin is about 7.5%. < /p >
< p > total input amount of this plan: 900000 yuan < /p >
< p > time nodes are: 2013.8 invested 110000 yuan Tmall deposit. 2013.9 invest 155000 yuan in payment and hardware facilities, and wages in advance. 2013.11 invest 230000 yuan in payment and hardware facilities, and wages in advance. 2014.2 invest 400000 yuan in Juhuasuan funding. < /p >
< p > the Tmall deposit is 110000 yuan, the loan amount is 600000 yuan, the Juhuasuan deposit is 100000 yuan, the rest is the hardware facilities and the earlier stage personnel investment < /p >.
< p > payment and Juhuasuan deposit can be used as a company's current capital to support the growth of turnover. < /p >