When it comes to e-commerce, the first thing that comes to mind is Tmall, JD.com, and Pinduoduo.
E-commerce is classified by type and is divided into B2C type and B2B2C type. Tmall, JD.com, and Pinduoduo all belong to B2B2C type, that is, "platform to merchant, merchant to user"; and B2C type, that is, "merchant to user", generally A company directly purchases direct sales without going through third-party platforms, such as Huawei Mall and Xiaomi Mall.
The B2B2C type has one more platform side than the B2C type, and the platform is responsible for operating the merchants who enter the platform. This series mainly discusses the B2C type mall, B2C is the ongoing business of most enterprises. For the B2B2C type, another topic can be added for discussion.
1. B2C e-commerce business structure diagram
A complete B2C e-commerce platform, in addition to the mall seen by the user, what else does it contain?
As shown below:
From the beginning of planning the mall, we first need to ask a few questions:
Where does the product information come from?
A: Create a new product.
Where does the inventory come from?
A: Purchasing plan, purchasing warehousing, purchasing on the shelf.
Which platforms are you selling on?
A: Third-party platforms such as Tmall and JD.com. If conditions permit, you can build your own mall platform, including APP, applet, official account, mobile website or PC website, etc.
How to use event marketing?
Answer: The third-party platform can directly use the activity tools provided by the third-party platform, and the self-built platform needs to build an activity center.
What is the whole process of order flow?
A: From the user placing an order, synchronizing the order to the order center, customer service reviewing the order, arranging warehouse packaging, delivery, user signing, etc., the whole process requires the construction of an order center, docking with WMS, docking with logistics companies, etc.
How to build the company's internal operation incentive policy?
A: All roles in the e-commerce backend that contribute to the operation of the e-commerce platform, such as customer service, operations, etc., all need to count performance and build a performance center.
How to establish follow-up contact with users?
A: It is necessary to build a customer service center, so that users can contact our e-commerce customer service at the entrance of the mall; it is necessary to build a call center, when necessary, to conduct telephone interviews with customers, and follow up with secondary marketing.
How to promote customer relationship management?
A: Establish a CRM and do basic user portrait management for users. At the same time, it is necessary to tap users, establish a member center, and provide member value services.
Below, in the order of e-commerce from 0 to 1, the systems currently used in e-commerce are described. At present, if you need to know the detailed country email list modules of each system, this series will be introduced later.
2. Commodity Center
Commodity center, first of all, to meet the needs of enterprises to manage commodities in a unified way: unified filing, unified data (SPU/SKU, etc.). Then provide basic commodity data for business systems, such as ERP, WMS, and shopping malls, so that other business systems can process other commodity business data.
For the use of products displayed in malls and third-party platforms, of course, some third-party platforms cannot provide product management interfaces. When opening a store, it is necessary to invest manpower in third-party platforms to do product filing, but the filing information must be It is based on the commodity data of the current commodity center.