Mainly based on the AARRR model, optimize exposure - business details page - specification selection - order page - payment to analyze the conversion effect of the entire process, and special optimization is required for problematic links.
Increase the repurchase rate
In the era of traffic stock, many e-commerce platforms pay special attention to the repurchase rate. Studies have shown that nearly 75% of e-commerce companies with poor sales have no users to repurchase in the early stage; From the contribution from the repurchase, so the repurchase has a great contribution to GMV.
For category operation, it is necessary to maintain old users, and regularly carry out user recall activities to increase the repurchase rate of categories.
Perform daily commodity management
Pre-sale: On and off shelves, inventory maintenance, optimization of product title and business details page, etc.;
On sale: including price monitoring (price comparison), event price setting, etc.;
After-sales: Including monitoring of returns, compensation, product evaluation and other data, reducing after-sales rate, etc.
3. How to do a qualified category operation
1. Familiar with the user
The user is the center of the category operation and the source of everything. Consumers are the world. Therefore, as a category operation, it is country email list necessary to understand the attributes and user needs of users under the platform and its own category.
User attributes include tags such as age, occupation, gender, region, and consumption level. And these labels determine what kind of needs and value propositions consumers have, which will affect our product strategy and planning.
And user demand is the foundation of category operation. It is necessary to conduct portrait analysis according to the user's attributes and characteristics, understand the user's demand for goods in a specific scenario, and push marketable goods to the user according to the user's demand.
For the e-commerce business at the beginning, the category operation's perception of users and user needs is based on data analysis, and the user portraits are relatively vague, and the main products are selected based on operational experience.
After a period of operation, the products of the category have a certain fixed customer base, and the category operation needs to re-cognition of consumers, so that user cognition is more concrete and thorough, user portraits become clearer, and user needs are more clear.
When the operation of the platform is mature and stable, it is necessary to combine multiple means to understand consumers and their needs at high frequency, and it is also necessary to be able to respond quickly to consumer needs, so as to better attract and retain customers.
2. Familiar with the market
A category is equivalent to an industry, and category operations are closely related to the industry in which the category is located.
An industry senior once said that to be able to operate a category well, you must stay in the category for at least three years, which just shows how important it is to understand the cognitive industry for category operations.
This requires the operation of a category, and it is necessary to understand the market situation of the category, such as market size, growth trend, corresponding consumer attributes, upstream and downstream relationships in the industrial chain, category giant brands and their respective proportions, etc.; the more thorough the understanding of the market, the more , the deeper the cognition of the category, the more suitable products can be found to meet the needs of users.
3. Get familiar with traffic
Those who get traffic get the world.
Therefore, it is necessary to fully understand the traffic distribution of the platform, the characteristics of each resource position and exposure position, and arrange activities and goods according to the traffic size of different exposure positions and user attributes, so as to make the most efficient use of the traffic of each position, and do a good job of corresponding The traffic to undertake the work, improve the conversion rate of each link.
4. Familiar with the goods
Familiar with goods is the most basic work of category operation, including familiarizing with the commodity calendar, commodity role classification, commodity life cycle, commodity width and depth, commodity structure analysis, etc.
Commodity calendar: Commodity calendar is the promotion time node of all categories of commodities on the platform. For category operation, it can grasp the rhythm of commodity promotion on the platform throughout the year, and can guide merchants’ commodity plans (including commodity inventory and supply chain); commodity calendar planning It should be refined to the weekly dimension, and adjusted and reviewed on a monthly basis. A good product calendar can make product operations, platforms, and merchants collaborate efficiently to satisfy consumers' user experience.
Commodity role classification: Refers to the role of the category commodity. The simplest, according to the four-quadrant method, the products are divided into main products, drainage models, expensive products, and general products.