How can operators seize the benefits of e-commerce?

At this stage, e-commerce operations are on the fast track. How can operators catch up with the e-commerce trend and seize the e-commerce dividends? This article deeply explores the dividend model from the two dimensions of product dividends and platform dividends. It is recommended for those who are interested in e-commerce operations and dividends.

When it comes to the term "e-commerce dividend", many people may think that it is impossible to have e-commerce dividends in this era. This statement is based on the existing Taobao platform. Taobao's dividends are indeed gone, but e-commerce platforms that are not yet fully mature, such as Doudian and Pinduoduo, still have dividends to grab .

For example, Pinxixi has recently launched the overseas version of Temu. Although the entry conditions are harsh and merchants cannot make much money, it is still in a bonus period. Those with supply chain advantages can still give it a try.

The above are all about platforms, which are too high and too far away. In my opinion, the e-commerce dividends can be divided into two parts: one is the platform dividend, and the other is the product dividend .

Platform dividends are big, like a tsunami, with a wide coverage, great power, and only occurs once in a century; commodity dividends are like waves, which appear every day and you can see them when you go to the beach, but they are very small. However, for ordinary companies, catching one or two small waves is enough to make the team live a comfortable life.

01 Start by seizing the product bonus

There are commodity dividends every day. To give a recent example, a few days ago, "Charge for Love" became a hot topic all of a sudden, and the sweater worn by the male protagonist instantly became a hot commodity in e-commerce. This is a commodity dividend, but it comes and goes quickly.

Seasonal products come and go slowly. For example, hand creams start to sell well when winter comes, and they can be sold for at least three months. And everyone can keep an eye on the clothes worn by celebrities in the Spring Festival Gala.

To seize commodity dividends, you must first understand the market, know what seasonal products are, and be able to quickly grasp hot spots. Take brewing tea around the fire as an example. This concept suddenly became popular. I saw an increase in the number of products sold around the fire on e-commerce platforms. Do you have such sensitivity and supply chain ?

The temperature has dropped suddenly in the past few days. I saw a cotton-padded jacket seller posting data in an e-commerce group. The sales volume has increased sharply. What do you think he did right in terms of operation? It is no different from the past, except that the north wind has come, and his business has also picked up. This is the general trend. To seize the commodity dividend, you must learn to seize the trend .

Let's take skin care products as an example. Skin care products are divided into two seasons, autumn and winter products and summer products. What should be sold in autumn and winter? Hand cream, lipstick, and face cream. The business of hats and gloves in other department stores is definitely not bad. I saw a newcomer selling gloves, and he became popular in a week. It's great to seize the bonus.

Skin care products for autumn and winter should be planned earlier. Users are very picky about things that are applied to the body. They will decide whether to buy them based on reviews, whether the product will cause allergies, and whether the experience is good. You should start making reviews and sales in September (it is too late now). At that time , it is like sowing seeds for crops. When the weather turns cold in November and December, it is time for you to harvest .

In my opinion, doing e-commerce is a bit like investing in stocks. The principle of investment is that if you don’t make money in a year, you can make a year’s money in one day. Most of the time it is mediocre, but the data of one day fluctuates sharply, which makes you earn a year’s money. This characteristic determines that we must know one word when doing things: wait!

Don't be anxious. Bonuses might come just by waiting. It's useless to be anxious every day. There's no use being anxious if the north wind doesn't come and the weather isn't cold. Just practice your inner strength and grab the opportunity when it comes.

02 Just grab the platform bonus

Why don't we recommend you to seize the platform's dividends? Because a small team can control the product dividends, but it is difficult to succeed in seizing the platform's dividends without certain financial support.

Take Doudian as an example. Everyone knows that the platform has dividends, but the new things and new rules are different from what you and I have known in the past. If you want to seize its dividends, what is the first step? You need to study the rules and temperament of the platform and know how to play with these rules. This process will take at least 3 months .

What kind of staff do you need to do e-commerce on a platform? Operations, warehouses, and customer service are the most basic. If you do live streaming, you will need more people. Such a team will have a lot of expenses per month. In addition to attracting new users, you also need to invest in traffic, which is a real bottomless pit. You need to invest at least 100,000+ to understand the ins and outs of the new platform.

So, it seems that the platform has dividends, and it is also a dividend that large companies can enjoy. When will small companies enjoy it? When large companies enjoy it, the platform rules are perfected, and there are standard SOPs. You can follow the gourd and do it. Although you will not make much money, the risk is more controllable. Risk and return are proportional, which is true in any industry.

In my opinion, among the platforms that are currently offering dividends, Doudian is one that must be paid attention to. To see whether a platform has dividends, you just need to look at its market share and growth rate. Doudian's growth rate is much higher than that of other e-commerce platforms. The market share is fixed. If you grow, others will decrease. The negative growth of a certain leading platform is worrying.

My suggestion is that if you have money, people and goods, you can try new platforms . If you can do well, it will not affect the survival of the company. For small teams, it is better to seize the product dividends.

03 Seize both product bonuses and platform bonuses

Everyone's desire to consume has been suppressed for a long time, and I believe it will soon be released. At that time, there will be a large wave of consumption, especially as the Spring Festival approaches. For e-commerce, the three months before the Spring Festival are the peak season.

The relatives you didn't visit last year can visit again this year. Do you want to buy something for them? Of course you should. Spring Festival gifts, festive goods, etc. will all see a boom. Which category are you working in now? Can you catch up with this Spring Festival boom?

At that time, everyone was on vacation and had more time to check their phones and watch videos. You could do a live broadcast, select some products with bonuses, and start dropshipping.

There is a fishing boss who broadcasts live every day, and there are only a few hundred people online. In more than a year, his boat has been upgraded, his live broadcast equipment has been upgraded, and his mental outlook has also changed. This is all due to the dividends of the platform. Maybe one day when I have time, I will also start live broadcasting. At that time, I hope everyone will come to support me and show some carnivals, aircraft carriers, etc.

In addition, you don’t have to stay there to do the live broadcast. The live broadcast on some platforms is actually video playback, that is, recorded broadcast. I showed my store to a friend, and my friend asked: Your live broadcast looks very professional, where did you hire the people?

I smiled but said nothing. That was not the anchor we invited, but a video edited together from the Internet. However, it was so realistic and effective that our operation goal of increasing sales was achieved. Let’s go back to the original topic. The first thing to do is to understand the rules of the platform and play by the rules of the platform.

04 Last

Everyone may understand the principle, but whether you can grasp it or not depends on your execution and understanding. On the same platform, such as Pinduoduo, some people can make money, while others will lose money as soon as they enter.

Someone asked: Why do you want to run this platform when the business environment there is so bad (only refunds)? Answer: Because there is still money to be made. Why there is money to be made depends on your operation level.

Author: Tiger Talks Operations

Source: WeChat public account "Laohu Jiangyy (ID: laohujiangyy)"