1. Core Modules of E-commerce Operation

1.1 Traffic Operations: Attracting the Right Users

Organic traffic:

•SEO: Optimize product titles with high-intent keywords (e.g., “Slimming Summer Dress”) to boost search visibility.

•Content Marketing: Publish reviews and tutorials on platforms like Xiaohongshu and TikTok; engage creators for short-form videos (e.g., beauty influencers producing "get ready with me" clips).

•Private Domain: Build user bases via enterprise WeChat and online communities, offering exclusive promotions (e.g., “members-only discount coupons”).

Paid traffic:

•Direct Ads / Diamond Booth (Taobao): Bid on keywords to secure top ad placements (e.g., top listing for “running shoes”), billed via CPC or CPM.

•Super Recommendations (Programmatic Ads): Serve targeted content based on user behavior (e.g., personalized homepage and cart ads).

•KOL/KOC Campaigns: Collaborate with influencers; track conversions using unique coupon codes or referral links.

1.2 Conversion Operations: Boosting Purchase Rates

Product page optimization:

•Emphasize pain-point solutions (e.g., “Oily Skin Savior: 12-Hour Oil-Control Foundation”), include testimonials and quality certifications to build trust.

Promotional strategies:

•Urgency tactics:“20% off first hour” or limited-time markdowns.

•Bundle/threshold discounts:“¥50 off on purchases over ¥300” or “Buy 2, Get 1 Free”.

•Membership perks: Priority shipping, exclusive prices (e.g., JD PLUS benefits).

Customer service conversion:

•Pre-set reply templates (e.g., “Only 3 left in stock!”) and training reps to recommend complementary items (e.g., “Use with this cleanser for best results”).

1.3 User Operations: Maximizing Lifetime Value

Segmentation:

•RFM Model: Categorize users based on Recency, Frequency, and Monetary value to enable personalized messaging (e.g., promote premium launches to top-tier users).

Loyalty program:

•Earn points per purchase, redeemable for gifts or discounts. Offer exclusive “Member Day” deals (e.g., every 8th of the month).

User re-engagement:

•SMS reminders for abandoned carts or idle users (e.g., “Your cart items are about to increase in price”); push reactivation coupons.

1.4 Product Operations: Developing Best-Sellers

Product selection:

•Monitor market trends (e.g., “sun-protective clothing” search spikes), leverage supply chain advantages for niche opportunities.

Balanced product mix:

•Attract with low-cost, high-traffic products (e.g., ¥9.9 tissue packs); upsell with high-margin items (e.g., luxury skincare).

Inventory planning:

•Forecast stock needs based on promo calendar (e.g., triple inventory before major campaigns) to avoid under/overstocking.

2. Strategic Scenarios in E-commerce Operations

2.1 Major Promotions (e.g., Double 11)

Pre-sale phase:

•Launch deposit schemes (e.g., “¥10 deposit offsets ¥50”), incentivize early commitment.

•Host teaser livestreams and distribute early-bird discount coupons.

Campaign phase:

•Reallocate ad budgets in real time; prioritize high-ROI keywords.

•Use gamified incentives: hourly giveaways, flash sales; coordinate with reps to finalize unpaid orders (“Pending orders will be cancelled shortly!”).

Post-campaign review:

•Analyze channel ROI, popular product return rates, and refine tactics for future campaigns.

2.2 Private Domain Communities

Positioning:

•Beauty brands run groups focused on skincare tips + time-limited promos; e.g., exclusive Wednesday night flash sales.

Engagement:

•Launch UGC campaigns (e.g., ¥2 cashback for sharing product photos and reviews).

•Daily “check-in for points” leading to redeemable samples after consistent participation.

2.3 Content-Driven Commerce (TikTok/Kwai)

Short videos:

•Demo-style videos (e.g., shampoo comparison showing smooth vs. frizzy side) pinned above product links.

Livestreaming sales:

•Live product usage with countdown timers (e.g., “Price increases in 3 minutes!”) to prompt urgency.

3. Key Performance Indicators (KPIs)

3.1 Traffic Metrics

•Page Views (PV): Measures volume of site visits.

•Unique Visitors (UV): Distinct users; higher UV indicates wider reach.

•CTR: Clicks ÷ impressions. Low CTR indicates the need for better visuals or headlines.

3.2 Conversion Metrics

•Conversion Rate (CVR): Orders ÷ UV. Benchmark: 1%–3% industry average.

•Average Order Value (AOV): Revenue ÷ Orders. Boost via bundling or upselling.

3.3 User & Revenue Metrics

•Repurchase Rate: Proportion of returning customers. Target: 15%–30%.

•GMV: Gross Merchandise Volume = UV × CVR × AOV. Core revenue indicator.

•ROI: Ad spend ÷ revenue (e.g., 1:5 means ¥1 ad spend yields ¥5 sales).

4. Trends and Emerging Tech in E-commerce

4.1 Integrated Online-Offline Retail

•QR codes in physical stores to access online coupons; online orders with in-store pickup (e.g., Luckin Coffee).

•Multi-platform presence: unified membership across Taobao, TikTok, WeChat.

4.2 AI and Data Intelligence

•AI product insights: Track trending colors, categories, price points.

•Personalized recs: Predictive suggestions based on behavior (e.g., Amazon-style “You may also like” accuracy >80%).

4.3 Sustainable E-commerce

•Eco-packaging: Use compostable materials; highlight green values (e.g., “We plant a tree for every bottle sold”).

5. Common Pitfalls in E-commerce Operations

•Over-investing in traffic with poor conversion: Driving heavy traffic to under-optimized pages leads to wasted budget (e.g., 100,000 clicks but only 100 sales).

•Poor UX in promotions: Overcomplicated discount rules (e.g., “cross-store full reduction with allowance stacking”) frustrate users.

•Data silos: Platform-specific operations (e.g., Taobao and TikTok run separately) prevent unified user analysis.