Think back to the first time I've ever been in contact with a business like this. For more than 10 years now

First Contact business growth, it should be 2002 appearance, when still in ebay, it is estimated that most people do not know this site, but the acquisition of ebay companies should still have a lot of people know--ebay. At that time, there is a selling mobile phone shop, the shopkeeper is a high school students, 2000 Yuan, now in Taobao he has been a big seller. At that time, ebay issued merchandise need to pay the publishing costs, so he almost used up the credit limit to change an account, popular point that is owed a sum of money, change the account again owe, almost a year down without a fixed account. Now think is an incredible thing, no credit accumulation can not form scale, but many people did not understand. And when the seller changed his mind and began to accumulate credit, he soon became the biggest handset seller, and was still one of the most successful merchants after moving to Taobao.

A lot of people will think that now everyone knows, why should I write. In fact, I want to say not only the accumulation of credit, I would like to tell you that, since operating on a platform, the first step is to understand the rules, in other words, in a market to understand market law, but also to comply with market rules, make full use of their own advantages slowly accumulate, and finally stand out as a market leader. Don't try to play tricks and try to break the rules of the market. For example, now many people will brush the credibility of the brush sales to do the so-called "SEO", and in the short term will indeed be effective, but the analysis of the status quo, you find which Amoy Department of the heavyweight shop is this as the core competitiveness? Is there a seller because of the brush reputation to do the category first? What's more, brush the credibility of such a move is addictive, and at any time there will be the danger of being blocked by rules. The real Taobao business, Taobao when the cause of the seller should not have such short-sighted behavior.

Insight into the nature of the problem

Another example, I currently with the electrical City business Growth team was founded in July 2011, we want to do the first thing is to understand the current business has any difficulties? Did a lot of questionnaires and interviews, and finally came to the following conclusions: The biggest problem is that they do not know where their problems! Talking about here many people may question me, has not actually operated the shop, you understand what, we are lacks the art, lacks the flow, lacks the goods channel, lacks the fund, our own question we are clear. But the truth tells me, most of the business of these basic problems can solve their own, but not for the shop designated a general direction, so took a lot of detours.

Many people may not agree with my point of view, then I give the most obvious example to share with you: The through train many people are open, many people feel that through the through train is to see the financial resources of businessmen. In fact, the best way to reduce the through train costs is not how to participle, learning to bid which position the most cost-effective, the correct way is to improve the quality score, improve the quality of the score can be lower than others to get the same position, there is a better way to improve the conversion rate of a single product. The simplest example, the conversion of Ascension one times, so even if the price is not changed, your input cost is equal to the reduction of one times, this is the road. How to play the bidding that is actually a small operation, in fact, we all understand, but the real operation when most businesses did not attract attention.

Walking on the "brand" road

When it comes to conversion rates, many people faint, how to improve conversion rate? Conversion rate is indeed an eternal topic, who do not have an efficient general method, the conversion rate to think of shop decoration, the page beautiful, selling point clearly, naturally have transformed. This direction is not wrong, but is not such a big topic, so simple can be made clear? Is it enough to do all these things? I would like to give an example, earlier this year, a coffee machine business, the goods have advantages, the page is very good, the various elements are also complete. But this is the brand, one months also a hundred thousand of of sales, very unsatisfactory. Later, business growth of a small two and his communication, and finally summed up a word, coffee machine should sell the culture, not just machines. After a period of rectification, the page from the visual and not much promotion. But with coffee knowledge and coffee culture, the retailer's second-month performance doubled.

So in Taobao open shop, can not only stay in selling products above, why? The reason is very simple, if a person usually does not drink soy milk, then a soy milk machine again beautiful, advanced, the price is cheaper, he will not buy. But if you tell him soy milk can reduce blood lipids, it happens that he has high blood lipids, may be reminded of his willingness to buy. So consumers will be able to buy a better life, not to buy products, without demand there will be no business. Look back and think about it, TV to make you a refreshing advertisement are narrative chapters, through the story to promote products, is not more than a lot of pure product advertising more appealing to you? Therefore, businesses should not be limited to the sale of products, if you have begun to tell consumers your store culture, the culture into the product, indicating that you have walked in the "brand" on the road.

How do businesses grow? I just want to try to give me so many years of understanding to tell you, I hope we can have some inspiration, the truth is very simple, just in the day-to-day affairs of the complex, we unconsciously ignored.

Find the problem, locate the most important problem, and then solve the problem, this is the business growth trajectory. How to find a problem is another topic, the cat business can go to see the business background of the medical report, although it is difficult to be accurate, but can be roughly positioning problems. If you are still complaining about advertising and the through train too expensive, still thinking of looking for some professional company to help you put, then less than two people, a help you adjust the page, a help you dig the selling point to do more effective.