We all know that this is the age of the Internet. The rapid development of the Internet has also driven many network industries. Taobao is one of them. We all know that Taobao has a new shopping model, and you can experience the fun of shopping without leaving home. This kind of sales model is favored by many sellers, so there are many sellers who settle in, and the competition is naturally fierce. If a store is not well managed, there will be no turnover. So how much do we need for operating expenses? What should I do? We will tell you today.

Some people have been doing e-commerce for 3 or 4 years and still don't understand what items are included in the "cost". It's like CCTV broadcasting Starbucks coffee, thinking that as long as the products obtained by 20 yuan are sold by 40 yuan, they can earn twice as much. In fact, if you open a shop in Tmall today, the ex-factory price of 20 yuan will be sold to 60 yuan at three times the price, and the result will only be a loss. Let's take general business as an example. Let me help you calculate it. In fact, "cost" is not only the product itself, but the inevitable expenses in the whole sales process of the product. Basically, "cost" includes six items: 1, product cost (such as 20 yuan); 2. Packaging expenses (5 yuan for inner packaging, outer packaging, tag, after-sales card, packaging consumables, etc.); 3, logistics costs (warehousing, express delivery, such as 12 yuan, here to explain, the seller said that this is not a "cost", can not include postage. But students, as far as the consumer's shopping process is concerned, it is a one-time payment, and the logistics cost of postage is included. Consumers who do not include postage should pay together with the courier fee. How much do people have to pay for consumption? Do you care if you pack it? So express delivery is a "hard cost"); 4. Tmall deduction point (the average deduction point is 4%, calculated at the sales price in 60 yuan, which is 2.4 yuan); 5, tax (even if the average is 8%, let alone online stores do not pay taxes, Tmall stores correspond to corporate bank accounts, not private bank cards, and all transactions have to pay a penny tax, that is, 4.8 yuan); 6, shooting and production costs (FMCG is particularly high, but also model shooting, as a single SKU shelf, need to shoot, retouch and post-production. , less than 3%, so it is 1.8 yuan); Well, the above six expenses add up to 45.4 yuan, accounting for 75.7% of the sales price in 60 yuan. Moreover, a rising tide lifts all boats, which is a hard expense of sales and cannot be reduced. That is to say, if a product whose ex-factory price is in 20 yuan is sold to 60 yuan by Tmall, the hard cost accounts for more than 75%, and the remaining gross profit is about 25%, which is 15 yuan. Then ask, did you make any money? Sadly, in addition to the above "fixed cost", what is even more frightening is the "variable cost". The variable cost is divided into three items: 1, and the labor cost, which means that you have to spend money to support the team to do e-commerce and do Tmall, so that you can count six people less (operation, design, customer service, warehouse management ...), because Tmall is a company operation, except for employee salaries. But in fact, it is very good for ordinary merchants to control the labor cost within 15%. 2, advertising fees, advertising fees is to promote and sell traffic, which is an essential expense for e-commerce as an Internet industry. Generally speaking, the advertising promotion expenses shall be at least 12- 15% of the sales. More than 20% is normal. According to the transaction price of the above commodity in 60 yuan, the monthly sales amount is 500,000 yuan, and 8,333 pieces need to be sold, and 277 pieces need to be sold every day. If the average conversion rate of Tmall is 2%, and the number of people who need to introduce UV every day is 13850, assuming that advertising accounts for 20% of the daily introduction flow (UV number), then the promotion needs to introduce 2770 people. In Taobao, marketing is mainly through through trains, diamond booths and promotional tools (such as poly-cost-effective), assuming that the average cost is 65,438+1imported from 0 yuan. These two items together, if well controlled, account for about 22%-30% of sales.

In other words, the fixed cost and variable cost are all posted, and there is no money to earn, or at most it is a draw ... Wait, are you really not losing money? It's not over yet. How much does it cost to do business, and how many goods should be stocked? What is the cost of capital chain and inventory? Go on, according to the above, assuming that the average monthly sales volume is 500,000, then the total annual sales volume is 6 million. Breakdown by four seasons is as follows (assuming the average sales rate is 80%): 1 quarter sales of 600,000, required funds of about 360,000, remaining inventory cost of 70,000+required funds of 0,654.38+0.2 million in the second quarter, remaining inventory cost of 6,543.8+0.4 million in the third quarter, required funds of about 840,000 and required funds of about 6,543.8. Doing 6 million business a year requires between 2 million and 2.5 million yuan. In traditional industries, if the return on investment is lower than 15%, then the business is still not doing well: because if the CPI rises by 10% every year, you need 2.2 million yuan to keep it from depreciating. Then, the above fixed cost plus variable cost has been basically sold out, and there is no money to earn. There is also extra money and money needed for inventory. Isn't this a loss? Well, this is the business logic of Tmall "generally speaking" merchants. I can tell you for sure that 90% of Tmall merchants are so tired. So what's the difference? Second, after the above analysis of operating costs, non-ordinary businesses want to produce in Tmall, so it is as follows: 1, the ex-factory price of products is 20 yuan, multiplied by four times the sales volume, and the fixed cost is controlled below 50-60%, then the gross profit will reach more than 40-50%, and the annual net profit can reach/kloc-0-0-15%. 2, the ex-factory price of the product 20 yuan, multiplied by 5 times the sales, the fixed cost must be controlled below 50, the gross profit will reach more than 50%, and the annual net profit will reach 20-30%, making a little money; 3. The ex-factory price of products is 20 yuan, multiplied by more than 5 times the sales volume, such as 6 times, 8 times, 10 times, etc. Why do you multiply it so much? There are thousands of competitors and similar products in any category on Tmall. Your product is not cost-effective. What are you fighting for? Why are consumers willing to buy such expensive things? Besides, isn't online shopping just for cheap? Therefore, once the sales price of goods exceeds 5 times of the ex-factory price of products, your "conversion rate" and sales volume will be worrying. Well, since it is an "unusual merchant", there is always a way to increase the profit: 1, the customer unit price. If the customer unit price is higher than 100 yuan, and the combined rate is higher than 1.5 (each package contains several products), the logistics and packaging costs have already dropped by more than 10%. However, high customer unit price will reduce the conversion rate; 2. Conversion rate, if the conversion rate is higher than 3%, advertising expenses will be greatly reduced by more than one third; 3. Turn-back rate: Turn-back rate is the free traffic, and the focus is on the brand, that is, product quality and user experience, so the product cost, shooting and production cost and packaging cost will rise again.

In addition, the shaping of so-called "brand" and "tonality" is nothing more than making great strides in competitors and markets, and using "brand" to build consumers' awareness of products. In other words, consumers' initial shopping demand comes from product style, category, price and other dimensions. Search for what you need in the big markets of Taobao and Tmall, which will lead to shopping, become to know the brand, and then find products according to the inherent characteristics of the brand, such as "Royal Mud Workshop", "Afu Essential Oil" or "Three Squirrels". Brand is product, and category is brand. When I think of essential oil, I think of Afu. But this is not easy to succeed, because every "category" of Taobao, consumers can only remember the first one, theoretically there is no second one. The bloody truth came out: first, burning money instead of making money, burning money to build a brand, burning money to gain market leading scale, investing in market scale, and then investing in expanding scale ... How can there be a second play to sing in this cycle? Of course, it is not without the possibility of "counterattack". The principle of "counter-attack" is to burn money more boldly and ruthlessly, and win the first prize at a loss. To sum up, is there any difference? So this is an unusual industry. They are not short of money, but they don't make money. Can millions of sellers learn this pyramid logic? You know, the top of the pyramid is so brilliant, and the bones are piled below. Third, the logic of operating Tmall: making money or being popular? Well, everyone who scolds Starbucks coffee should wake up. 20 yuan's products are sold in 60 yuan, and it is too difficult for other businesses to make money. This raises a fatal problem: in Tmall, most businesses are losing money, and only a few businesses are making money. Those businesses with first-Mover advantage, such as Handu Yishe, have tens of millions of natural traffic every day. They can sell millions of things even if they don't spend a penny on advertising, because they practice "primitive accumulation" and become the industry benchmark. This has to talk about the logic of operating Tmall: 1, and it is impossible to sell goods: to be a Tmall, you must be a brand. If consumers are cheap and can only buy goods with a cost of less than 3 times, then consumers consume prices and styles, not brands, because most consumers find goods by "searching" for goods, so traffic will follow "searching", and businesses will spend a lot of advertising fees. 2. Selling brands: The so-called brand, premium logic, is to multiply the goods by more than four times the price. Because the cost performance disappears, it is necessary to spend more money and energy to make the brand "tonality", which is the so-called user experience, to seize the hearts of consumers who worship "diaosi" in shopping. In this way, when consumers are looking for goods, they can directly search brands and shops. This kind of traffic costs nothing. Or, because of the high price, you can spend more money on advertising and beat those businesses that have no money to advertise. Ok, the above are some basic e-commerce knowledge, and we are beginning to advance ... Fourth, the internal conflict between Taobao and Tmall. Taobao trades no less than 3-4 billion yuan a day, and Tmall trades 200 billion yuan this year, which is about 8 1 100 million a day. What do 1 and double 1 1 stand for respectively? Double 1 1, shopping carnival, there are about 70,000 merchants in Tmall, only 20,000 can participate, but Taobao's 6 million stores can't participate. Behind the miracle of double 1 1 35 billion transactions is actually: suppressing consumption: everyone knows that double11is coming, so at the end of last year, Taobao's daily transactions were at least 4-5 billion, which suppressed 10 days ... You know, the collective migration of consumption power. Consumers who originally spent money on Taobao, "can't kill Tmall shopping", all collectively transferred to a few merchants in Tmall that day, 20% of the 20,000 merchants, that is, 40,000. Toll station: There will be a deduction point when Tmall screens merchants. If the average deduction point is 4%, then the revenue of Tmall with 35 billion transactions should be 654.38+06 billion, plus the hard advertisements sold, excluding returns and accumulated transactions, the revenue will not exceed 2 billion.

In addition, the big merchants with double 1 1 monopolize almost all the transaction flow. By paying Tmall to obtain new consumer resources, consumers collectively migrate from the scattered Taobao market to the "first-time purchase" users of brands and big sellers, which is like driving scattered sheep on the grassland to several fixed farms. Therefore, the beautiful double 1 1, Ali's income will not be as high as expected, but it excessively squeezes the consumption power through marketing. So, millions of sellers in Taobao didn't even drink soup in this feast, won't it make trouble? 2. What mode is Taobao? Taobao, Tmall and Juhua ... all belong to the category of "big Taobao", and the business model of big Taobao is "platform"+"toll station" model. What is B2C? B2C is a factory at one end and a consumer at the other. This is the charm of e-commerce, that is, by entering the platform, the products of the factory are sold to consumers in one step. Because the intermediate links are reduced and the cost is reduced, the price can be given to consumers to make money. However, this statement ignores the "competitive" cost and high "cost". And this is Ali, Ma Yun's way of making money. From the perspective of the whole ecological chain of B2C, businesses have to go through several links before doing business: 1, the head is brand plus products, and in China, most of them are factories; 2. The tail is the consumer. Intermediate links: factory delivery-dealers (agents, agent operators)-platform entry-filming and production-store operation and maintenance-marketing (introducing traffic)-service (converting traffic)-customer service and after-sales-warehousing and delivery. In this model, there are hundreds of millions of specific Taobao consumers, but each specific brand and product is a consumer corresponding to a specific shopping demand. This specificity is like looking for a needle in a haystack, such as a famous watch, 20 thousand yuan, Taobao consumer group has 20 thousand people. How can we find these 20 thousand people? The answer given on Taobao platform is: search. These 20,000 people have different specific needs. How do they find the product? In addition to price, style, function, brand ... there are hundreds of logics to "find" and "search" products. Therefore, if you are an enterprise selling famous watches, when this specific consumer "searches", you must "present" or beautify your products at the first time. Suppose 3,000 people search for this watch every day, and consumers see your products click, and you conduct "search" marketing, that is, through train, then you have to spend at least1000-2,000 yuan for bidding search before you can import traffic, which is the most basic common sense of Taobao. Then, it is equivalent to saying that you accurately screen out the specific consumers you want in Taobao's hundreds of millions of search needs every day. This is a "channel". But now the "channels" on Taobao and Tmall are all a "toll station" model for traffic, and they also need to be auctioned. You have to make enough efforts and insist on spending every day, so that this channel can be unblocked. This is the highway in China! Forgive me for saying that you know all this common sense, but what you may not understand is that if I am such a brand, I should just skip the toll booth, find these 20 thousand potential customers first, find them directly and convince them. Why, burn it every day, pay the toll repeatedly, and put the product in the promotion position every day? This is the logic of Taobao e-commerce management? According to the definition of social media, users first become fans of specific brands and individuals by sharing stimulating needs. He tells you what he likes, and then you provide products and content on demand, bypassing the "toll booth" and paying attention to what users like. This "credit" is almost priceless. Let's not talk about how WeChat may directly bypass the toll booth and subvert the logic of "Taobao-style" shopping. Because you have to understand the above logic, you will know that WeChat and social media are two-way mechanisms of active attention+correspondence, and even the driving mode of consumer attention+business response according to demand. Once established, it will become a free road from factories to consumers, and B2C will remove all intermediate chains in one step. Therefore, the model given by "Big Taobao" today is only the logic of Alibaba's e-commerce. The premise is that traffic must be obtained by spending money. The expressway has been unblocked for a long time, but after they were built, countless toll stations were added to it. With the commercialization of Alibaba Group's listing, in order to improve this model, more and more toll stations will be built. So, do you know the internal conflict between Taobao and Tmall? That is, Tmall uses the "brand" to gather a few powerful corporatized businesses and open the "toll station" model, thus establishing a business model of "spending money to sell traffic". Most of Taobao's 6 million merchants are shopping with prices. In the space of price difference, it is impossible to afford more traffic. Without spending money, they slowly took free national roads and rural roads, and finally the roads were abandoned. Let's make a box: it means that 6 million sellers of Taobao raised the blood vessels and networks of the whole market, and finally it was ended by the powerful capacity of Tmall, a super toll highway. 5. Tmall is like this. What about other platforms?

What's the difference between JD.COM, Store 1, Yixun and Tmall? Of course not. The first difference is that Taobao has cultivated a set of "China standards" for consumers' shopping, and these platforms mostly adopt the mode of "platform+one-time payment". The so-called "one-off" means that these platforms focus on buying traffic and attracting consumers. For operators and resident brands, the Tmall model has long been accepted, and the first choice for such platforms is "brand". This cost is "explicit" and clearly visible, while several superimposed costs of operating Tmall are "implicit". This helps enterprises to control the risk cost and scale at any time in their operations. Sixth, the future and subversion of e-commerce will eventually return to the common sense of the Internet, that is, the Internet has not only a "platform" but also a "channel" in essence. The future must be the world of "channels". The mobile phone is, the app is, and WeChat is. You don't need a platform. As long as there are channels, it can operate. Now, the only channel is WeChat. This is Ma Yun's deep crisis. Otherwise, he will seal WeChat. Why do beautiful women say mushroom street? Ma Yun will strangle all "channels" that do not belong to Ali for free. But can he "strangle"? The future is bound to be the world of mobile internet. Whether the goods are in factories, warehouses, shelves, virtual online and offline. They are connected through the Internet of Things technology, and then directly reach consumers through their respective "channels" on the network. The definition of e-commerce is not just Taobao-style e-commerce. In the final analysis, the information flow on the Internet is direct to consumers and can be used anytime and anywhere. Why do we need a special shopping "platform" and "universal Taobao" to find goods? The revolutionary nature of the Internet determines that consumers do not need the isolation of toll stations when shopping, and it also determines that sellers will inevitably move towards open management.

What are the promotion methods of Taobao stores? 1: Earn silver coins to grab advertising space.

The effect of community advertising space is still obvious! Every day, tens of thousands of people can advertise here in the forum, and the effect is not generally good! However, it is not easy to grab advertising space. There are too many robbers, but they also need a lot of silver coins. It is not easy for beginners to earn silver coins. They want to write the essence post bar, but they don't know what to write. Want to answer questions and earn silver coins, as if you don't know those questions yourself. Only by participating in activities can you earn silver coins. But then again, in order to be able to advertise in the community, it is worthwhile to work hard! How can plum blossom fragrance be without biting cold?

How to promote Taobao shop Method 2: Do more promotional activities.

May Day is coming, and buyers all hope to buy special products during the holiday. Let's see if our store has a special price. If you don't, alas, no one patronizes you, so hurry up and choose some inexpensive treasures to promote it ~, it doesn't matter if you earn less money, your reputation will go up, small profits but quick turnover will make you more popular, and your business will be good in the future! You don't have to wait until the festival to promote sales. Usually, we also engage in more promotional activities to attract people's popularity. Only when the popularity is good will the business become more and more prosperous.

How to promote Taobao shop Method 3: Visit old customers

In order to make buyers become repeat customers, it is necessary to contact and visit frequently. Every holiday, or the buyer's birthday and other special days, we must remember to send a message to the buyers who have bought our products and wish them a happy holiday. Let them feel our sincerity, our care and warmth, so that they will keep us in mind and naturally think of us when they need to buy something. He will feel bad if he doesn't buy it in our store. In the long run, only by establishing a stable customer base can the business continue.

How to promote Taobao shop method 4: Taobao promotion

In the fee promotion, the threshold for Taobao promotion is relatively low. At present, the requirements have been reduced to three hearts, which means that as long as we reach three hearts, we can ask Taobao to promote our baby.

How to promote Taobao shop method 5: Ali mom

Ali Mama is a trading platform that specializes in selling advertising space. As we all know, many websites are profitable by advertising sponsorship, so if sellers need to advertise on other people's websites, they only need to pay the corresponding fees.

How to promote Taobao shop opening method 6: Yahoo through train

I believe most sellers are familiar with Yahoo through train. Unlike Ali's mother's advertisement, Yahoo's through train is charged according to the number of clicks, and the display is completely free. If 1000 people see your advertisement, but no one clicks on it, then it doesn't cost anything at all. According to many sellers who have used Yahoo through train, there are many skills in its use, which is also the reason why many sellers who use Yahoo through train have different feedback effects. If you want to make good use of Yahoo through train, you need to study and study hard.

How to promote Taobao shop Method 7: Add consumer protection.

The cost of this scheme is too high, more than 2000 yuan, which is difficult for small sellers to accept.