What is the core of excellent ecommerce website

In the afternoon of March 25, fun play NET CEO Week products Tencent Technology "new product Manager series interview", on the core indicators of E-commerce site with netizens to communicate.

Before starting a business, Zhou Ping was the head of the Baidu Alliance, so he has a profound understanding of traffic. At the beginning of 2009, after leaving for fun, after a year's hard work, the E-commerce website quickly developed from a newly founded enterprise into a fast-growing company with a daily order of 200 orders (but only 200,000 of the year's market funding).

In the interview, Zhou Ping talked about the understanding of e-commerce and some ways and means of operation. In the past year, fun play network did not put advertising costs, the application of e-commerce and flow of understanding, fun play net will be a single user cost from the industry about 80 yuan, to less than 1 yuan.

The following are the highlights of the interview:

-Here is the conversion rate, two jump rate or user registration rate, average unit price, etc., this is the general data of E-commerce Web site. Internally, the data is not operable, it is a result of a variety of effective KPI operations, we are more concerned about the shortage rate, the logistics of the good investment rate, packaging breakage rate and punctual arrival rate, these with customers more closely related to the data, because these indicators will directly affect his purchase of this product experience.

-the first feature of E-commerce is that it is more agile than traditional business, and it can accomplish a lot of tweaking in a very short time.

-What happens if the return time gets longer. Try, we do a simple user survey, is to talk to some users, the early source of the user is some people know, we found that the user has a psychological, he felt that the longer return time he dared to buy, willing to try. Really did, found that a lot of users after a long time to return, our return rate has not risen, but because of the subjective reasons caused the return rate is declining. Dropped from 0.4% to 0.2%.

-We have set some indicators for the procurement department, procurement is nothing more than a hot sale of new goods on the shelves, the shortage of hot goods and your unsalable and moving ratio. We made up a ballad: "Hot goods are not out of stock, new shelves have rhythm, unsalable, dynamic distribution balance, sales hair rate every day."

-e-commerce Web site if you stop advertising, it's contact with the user interface is completely blocked, who has a week, in one months can remember it? Internet traffic contention, of course, it is important that your exposure opportunities are not, more importantly, how many users are willing to actively spread you. Our focus is not on advertising and advertising materials, but what users are willing to take the initiative to disseminate our website.

-(engage in interactive activities with users) so it's a snowball effect. Many user areas invite more people to join in. All of a sudden put 80 dollars a user cost to less than 1 dollars to get a registered user.

Transcript of interview:

Moderator (Xu Zhibin): Friends, everyone good morning! Welcome to Tencent Technology Guest interview, here is the "New Product Manager series interview," The latest issue, I am glad that we can invite today to fun Play Network CEO week, a creative life retail website founder, he came to chat with everyone about the understanding and operation of E-commerce. First of all, we have a simple week and everyone to say hello.

Zhou Ping: Hello! I am very glad to come here to share with you the understanding of creativity and life, I am fun to play the net of the week product.

Moderator: In fact, when we understand the E-commerce site, we will start to all the understanding of a number of core data, we will pay attention to the conversion rate of orders, the average cost per user, etc., do not know in the fun play net understanding, summed up the core indicators or standards?

Zhou Ping: Here is the conversion rate, two jump rate or the user's registration rate of customer price This is the general data of E-commerce Web site. As far as I know, including some of our experience in the operation, internally, the data is not operable, it is a result of a variety of effective KPI operations, such as we are more concerned about the shortage rate, the logistics of the good investment rate, packaging breakage rate and punctual arrival rate, these with the customer more closely related to the data, Because these indicators will directly affect his purchase of this product experience. So we're going to give every department, for example, procurement, logistics, customer service, such as the business system departments to give some similar to the new goods on the shelves, out of stock indicators, and so on, each will affect the customer's shopping experience indicators, and ultimately these indicators will become a conversion rate or the purchase rate back.

Moderator: Why do you use these as your core indicators? What is your understanding of E-commerce?

Zhou Ping: Not only my understanding, in fact, the real face of the user and the media when the trend is not the same, as users, he just need to know whether his goods sent out, can receive what kind of goods, is not authentic, These things decide whether he wants to buy your stuff again or whether he will tell your site to trust his friends or trust his friends, which is what we call Word-of-mouth communication. When we set these targets down, we can't release one that tells every department, you have to set a conversion rate, as the customer service department and the Logistics Department, he does not know what the conversion rate is, he does not know how to effect the conversion rate, so we have to eat this indicator a little more to become a specific indicator, In order to facilitate the specific memory, we thought of some more interesting ways.

For example, we give each department to discuss a simple ballad, we give the procurement department set some indicators, procurement is a hot new goods on the shelves, the shortage of hot goods and your unsalable and moving ratio. We made up a ballad:

"Hot goods are not out of stock, new arrivals have rhythm, unsalable, dynamic distribution balance, sales of hair rate every day." He posted on his desk every day, slowly into his blood flow in some of the indicators, rather than the very blunt put a, how much, so some data as real in the work environment he will feel very numb. Why do we think of this?

Because I used to drive out and see the signs on both sides of the road, those languages were very interesting, but they reflected the very, very important idea of road governance, including the fact that we would see their responsibilities in the places where they were built. Actually, it makes sense. Because workers or specific staff members can only affect these slogans, can not say with 5% indicators to work, this is my understanding of e-commerce.

E-commerce itself, this magnetic and insulation cup is the same, because of e-commerce, insulation cup, what is the insulation Cup said? First it was a cup, e-commerce is a business first, as a mug manufacturer or a manufacturer of mug or a manufacturer of plastic cups, thermal insulation is its close-up, e-commerce companies and traditional companies than we differentiate is the electronic, as the Internet people to engage in traditional business, We have to be based on the conditions of business itself, but also to the characteristics of the electronic to play to the extreme.

In a moment I will show you what the characteristics of electronics are worth playing.

Moderator: We go to see the past curriculum vitae, you used to in the hero, and then work in Baidu for a long time, until last year to set up fun play net, I will be curious, you actually to the touch of E-commerce in the past is not so close, why to decide to do e-commerce. and is there any change in your own understanding of what you're doing?