User Pan Xin's answer: I don't know whether each e-commerce company has different definitions of operation. I am responsible for the operation of the company. Although there are some differences between online education retail and e-commerce, they should be basically the same. After all, the mode is B2C. I take this opportunity to talk about my work.

Responsibilities: retail, product, design, production, information, forum, question answering.

For our company, unlike most e-commerce enterprises, our primary task is not to scale, but to increase income and reduce expenditure. We need to make money at low cost, as well as revenue and profit. My most important work is to sell, sell, sell.

How to sell? SEM, SEO, foreign cooperation, community promotion, network alliance, agency, etc

The difference is that I basically don't put ads except for search engines. First, we can't afford to spend less money; Second, for us, the ROI of other forms of advertising is much lower than that of SEM. In fact, we have tried to advertise on those portals, but I dare not buy the annual package quarterly. I usually test it for a few days or a week, and give up when I find it doesn't work.

Of course, we are not absolutely free of money. Sometimes, in order to maintain the partnership, we will spend a small amount of money symbolically. Of course, what I value is not the ROI brought by advertising, but the ROI brought by other soft cooperation.

My working principle is to complete the sales task without wasting a penny.

How to sell? It is not effective to rely solely on off-site promotion. It is also necessary to use product packaging and flexible pricing strategies to induce user consumption. The promotion only solves the problem of users coming, and users need better inducement to buy. This involves product naming, pricing, promotion and other links. From my personal observation, I can safely say that most e-commerce websites fail in this aspect, which is very different from the traditional retail industry. It is precisely in this respect that it is important to improve ARPU, and e-commerce can do nothing but directly reduce prices. In fact, even price reduction is learned. Of course, in fact, the ARPU of our retail business increases every year.

If you are making a brand, you must seek the premium brought by the brand. LV is like this, and so are ordinary customers, but the premium capacity of each company is different. I am basically seeking a higher premium in New Oriental Online. Of course, in another environment, the way and cycle of implementing this strategy will change. But I really despise other owners who only directly reduce the price, but also call themselves masters or experts.

I remember in my first year, I changed some product combinations, names and prices without spending any money, and the sales increased by 60%. It can be seen that this is an extremely important part of the work.

This is actually an important part of the user experience, which in my opinion is called brand touchpoint.

Speaking of products. In fact, I'm also responsible for the product. I haven't received any UED training, including self-study. My principle is to learn the advantages of other websites first, let users follow the uniform user habits in the industry as far as possible, and don't create something that you think is innovative. Of course, I have to admit that our website is still very poor. After all, in the actual work, we cannot achieve 100% user orientation, and we need more internal balance and compromise.

Design and production are all technical activities, and I don't understand them. However, it is the same as the product——

I ask myself and everyone to have a sense of empathy, to learn to think in other's place, and not to be intoxicated in my own world.

Of course, I will also use this principle to guide their work. For example, when there is a conflict between the demand side and the construction side, I usually only analyze it from the user's perspective, without considering which side is right or wrong. I told them what I would do if I were a user.

If you know about marketing or advertising, you must know USP's unique sales proposition. A lot of copywriting, design, and products actually contradict this. For users, when they choose to purchase, they need a point that can most impress them. Don't be so complicated, just highlight one point. Thank you.

Don't talk about information, forums and Q&A

In short, everything here is for users to buy and learn services.