济南百度爱采购：从基础到大神，我整理了一份超全的电商运营干货
来源：http://www.jnacg.com 发布时间：2026-01-14 14:01:00 浏览次数：次
无疑现在电商是个热门行业，门槛低又有前景。做电商的卖家千千万，但缺乏的更多是中高端人才。
Undoubtedly, e-commerce is a popular industry with low entry barriers and promising prospects. There are millions of sellers in e-commerce, but what is lacking are mostly mid to high end talents.
我自己是做电商的，对于电商的行业前景，我个人还是很看好的。
I am in the e-commerce industry myself, and personally, I am very optimistic about the prospects of the e-commerce industry.
说起电商运营，还是会有很多人会将认知停留在：上个架，SD，开个车。其实不然。这些不过是运营的入门基础，真正好的运营年薪50万起，甚至自己做老板也不在话下。
When it comes to e-commerce operations, there are still many people who tend to limit their understanding to the previous stage, SD， Drive a car. Actually, it's not like that. These are just the starting points for operation. A truly good operator can earn an annual salary of 500000 yuan or even become their own boss.
电商运营是一个与市场和平台共进的行业，对人才能力的要求也是每年都在变化。这样的行业，机会和淘汰都是同步的。
E-commerce operation is an industry that progresses with the market and platforms, and the requirements for talent capabilities are also changing every year. In such an industry, opportunities and elimination are synchronized.
一、薪资分布：
1、 Salary distribution:
薪资待遇这个部分，我们按阶段是这样划分的：
The salary and benefits are divided by stage as follows:
第一阶段，三流运营，收入预计4000-6000
Phase 1, third tier operation, expected revenue of 4000-6000
第二阶段，二流运营，收入预计6000-15000
Phase 2, second rate operation, expected revenue of 6000-15000
第三阶段，一流运营，收入预计15000-50000
Phase three, first-class operation, expected revenue of 15000-50000
再简单点，在招聘网站也都是可以搜索到的，我随便截了一下南京最新发布的几个，简单参考下，可以看到除了基本薪资，其他待遇也是不错的。
Simply put, it can also be searched on recruitment websites. I have randomly selected a few of the latest releases in Nanjing, and for a brief reference, it can be seen that besides the basic salary, other benefits are also good.
个人多年经验来讲，一般一个二线城市运营的底薪普遍在4000-6000，其它看业绩。正常可以到8000-12000，优秀的可以到15000-25000之间。再优秀，老板一般就给股份了。一个熟手运营的工资收入约一万起吧。
Based on years of personal experience, the basic salary for operating in a second tier city is generally between 4000-6000, with performance being the key factor. Normal can reach 8000-12000, excellent can reach 15000-25000. No matter how excellent, the boss usually gives shares. A skilled operator's salary income starts at around 10000 yuan.
二、发展路径
2、 Development Path
首先要说明的是，不同段位的电商运营对这三方面的要求是不一样的。按照我的理解，分阶段来说明一下。
Firstly, it should be noted that e-commerce operations at different levels have different requirements for these three aspects. According to my understanding, explain it in stages.
1、阶段一，能负责单个商品的销售和运营。（运营助理：时间一般3到6个月）
1. Stage one, able to be responsible for the sales and operation of individual products. (Operations assistant: usually takes 3 to 6 months)
这个阶段，工作目标就是把自己负责的产品尽可能多的销售出去。举例，老板让你负责一款夏季连衣裙卖出去。那你可能要考虑的问题：
At this stage, the work goal is to sell as many products as possible that one is responsible for. For example, the boss asked you to be responsible for selling a summer dress. What you may need to consider:
和上司确定，款式是否经过了测试。如果没有，你需要着手进行测款。
Confirm with your supervisor whether the style has been tested. If not, you need to start testing.
确定连衣裙销售周期，好把控进度。你需要知道什么时间要开始预热，什么时间段是热卖的时间，什么时间就该下市。
Determine the sales cycle for dresses to control the progress. You need to know when to start preheating, what time period is the hot selling time, and when to go off the market.
时间节奏清楚后，你要和产品部门/工厂对接像备货事宜、出货速度、清仓事宜等
After the time rhythm is clear, you need to coordinate with the product department/factory on matters such as stocking, shipping speed, clearance, etc
搞定衣服的拍摄和作图
Take photos and create images of the clothes
制定销量计划
Develop sales plan
评价准备
Evaluation preparation
申请广告预算
Apply for advertising budget
等等......
Wait. .....
这个过程中，你可能还要协调售前售后客服，可能时刻关注不同的sku销售情况以便把控产品备货，可能还要时刻关注产品销量和广告花费情况，可能还要关注对手的情况以便及时调整销售策略。
During this process, you may also need to coordinate pre-sales and after-sales customer service, constantly monitor the sales situation of different SKUs to control product stocking, constantly monitor product sales and advertising spending, and pay attention to the situation of competitors to adjust sales strategies in a timely manner.
能搞定一个单品的销售和运营，是电商运营人成长的第一步。这个阶段，能力上侧重是销售运营。
Being able to handle the sales and operation of a single product is the first step in the growth of e-commerce operators. At this stage, the focus of ability is on sales and operations.
2、阶段二，能负责单店的销售和运营。（运营经理：时间一年到两年）
2. Stage 2, able to be responsible for sales and operations of individual stores. (Operations Manager: Duration of one to two years)
这个阶段，工作目标大体又可以分为三条：
At this stage, the work objectives can be roughly divided into three:
对店铺业绩负责
Responsible for store performance
独立或者协助老板进行选品，把控店铺未来经营方向
Independently or assist the boss in selecting products and controlling the future business direction of the store
协调好新人培训工作
Coordinate the training of new employees effectively
这个阶段，要求不仅具有扎实的的业务能力，还需要具备市场分析洞察能力和一定的团队管理能力。是否能修炼出这两项能力，决定了一个一个初阶运营能否再进一步，是重要的分水岭。
At this stage, it is required not only to have solid business skills, but also to have market analysis and insight abilities, as well as certain team management skills. Whether one can cultivate these two abilities determines whether one can further advance in the initial operation, which is an important watershed.
为什么这两项能力如此重要？
Why are these two abilities so important?
电商行业里节奏一直都非常的快，很少会出现一款产品能吃好几年。当有一款产品销售稳定后，就需要在同类目横向扩展找新的产品。
The pace of the e-commerce industry has always been very fast, and it is rare for a product to last for several years. When a product has stable sales, it is necessary to horizontally expand and find new products in the same category.
当一个店铺里有3款以上能稳定的产品销售，那么可能的业绩增量方向，要么是单一平台多店铺销售，要么是多平台多店销售销售，要么是继续扩展到其他品类。
When there are three or more stable product sales in a store, the possible direction of performance growth is either single platform multi store sales, multi platform multi store sales, or continuing to expand to other categories.
而这都需要操盘手具有极强的市场分析洞察能力，才能选对产品，选对平台。
And all of this requires traders to have strong market analysis and insight abilities in order to choose the right products and platforms.
而当销售的产品增多，经营的店铺增多，肯定需要更多的人来执行。那么店铺的负责人，就需要能建立好培训机制、工作流程标准化、把团队里的人用好。
And as the number of products sold increases and the number of stores operated increases, more people are definitely needed to execute. So the store manager needs to establish a good training mechanism, standardize workflow, and make good use of the people in the team.
如果负责人管理跟不上，这样的队伍你觉得战斗力能强到哪里去？
If the person in charge cannot keep up with the management, how strong do you think the combat effectiveness of such a team can be?
能搞定一个店铺的销售和运营，是电商运营人成长的第二步。这个阶段，能力上侧重是市场分析洞察能力和团队管理能力。
Being able to handle the sales and operation of a store is the second step in the growth of e-commerce operators. At this stage, the focus on abilities is on market analysis and insight, as well as team management skills.
事实上，能走过这个阶段，已经是半个老板了。
In fact, being able to go through this stage is already half a boss.
3、阶段三：能管理好整个运营团队/公司。（运营总监：时间一般三到五年）
3. Stage 3: Able to manage the entire operational team/company effectively. (Director of Operations: Generally three to five years)
这个阶段，具体的业务涉及的不多了。工作内容主要是管人和调配资源。
At this stage, there is not much specific business involved. The main job responsibilities are managing personnel and allocating resources.
走到这个阶段，就相当于运营总监了。同时会相对清闲一些。因为机制已经建立好，可以自动运转，不需要再战斗在业务一线。
At this stage, it is equivalent to being the Director of Operations. At the same time, it will be relatively leisurely. Because the mechanism has been established and can operate automatically, there is no need to fight on the front line of business anymore.
这个阶段的工作就是见招拆招。结合定下的业绩目标，统筹调配团队的人力和其他资源，努力达成目标。
The job at this stage is to see and take action. Based on the set performance goals, coordinate and allocate the team's manpower and other resources, and strive to achieve the goals.
注意，这个阶段，管理能力要求上，会再上一个台阶，因为需要管理的人数显著增加。业务上，或许在某个单一方向的业务能力不如下面人，但是整体的敏锐度还是会更强。
Note that at this stage, the management ability requirements will take another step forward as the number of people to be managed significantly increases. In terms of business, perhaps the ability in a single direction may not be as good as the people below, but overall sensitivity will still be stronger.
能管理好整个运营团队/公司，是电商运营人成长的第三步。这个阶段，能力上侧重的仍然是市场分析洞察能力和团队管理能力，但是难度会再上一个台阶。
Being able to manage the entire operations team/company well is the third step in the growth of e-commerce operators. At this stage, the focus on abilities will still be on market analysis and team management skills, but the difficulty will reach another level.
走到这个阶段，一般都可以拿到较高的分红，甚至有一定比例的股份，是老板的左膀右臂。如果此时选择创业，选择也会非常的多。
At this stage, one can generally receive higher dividends, and even a certain percentage of shares, making them the right-hand man of the boss. If you choose to start a business at this time, there will also be many choices.
三、工作内容
3、 Job responsibilities
首先，电商运营想要做好，会很辛苦。但是这个行业呆的久了，你会发现，运营其实也是一个很程序化的工作，特别是一个很成熟的电商公司。
Firstly, it can be very challenging to excel in e-commerce operations. But after staying in this industry for a long time, you will find that operation is actually a very procedural job, especially for a mature e-commerce company.
一个电商运营的常规工作大概包括：
The routine work of an e-commerce operation generally includes:
产品策划，推广引流，以及打造爆款；
Product planning, promotion and traffic diversion, as well as creating explosive products;
分析数据（访客量、成交额、转化率等等），出现问题及时调整优化；
Analyze data (visitor volume, transaction volume, conversion rate, etc.), adjust and optimize in a timely manner when problems arise;
对比同行，看同行产品优化以及推广渠道，寻找灵感；
Compare with peers, observe their product optimization and promotion channels, and seek inspiration;
和老板交流沟通，争取更多预算，提高业绩。
Communicate with the boss, strive for more budget, and improve performance.
具体每天工作内容，这边精准到每半个小时要完成的任务发出来给大家看看：
The specific daily work content, accurate to the tasks that need to be completed every half hour, is sent out for everyone to see:
1、日常检查
1. Daily inspection
8:20-8:30
8:20-8:30
公司晨会
company morning meeting
8：30-9：00
8：30-9：00
自己主图+视频+打折检查
Main image+video+discount check
对手主图+视频+打折检查
Competitor main image+video+discount check
400电话是否打通（400电话 手机号）
Is the 400 phone connected? (400 phone number)
店铺活动报名情况
Registration status for store activities
违规记录、体检中心、申诉中心、投诉、闺蜜清洗SDR
Violation records, physical examination center, appeal center, complaints, and best friend cleaning SDR
查看并解决差的评价+问大家
View and resolve negative reviews+ask everyone
目的：
Purpose:
查看自己店铺和对手店铺的情况，有需要修改的及时调整。
Check the situation of your own store and competitor's store, and make timely adjustments if necessary.
2、数据与统计分析
2. Data and Statistical Analysis
9:00-10:30
9:00-10:30
核心关键词分析（自己+对手）
Core keyword analysis (self+competitor)
10：30-11：00
10：30-11：00
成长日志、关键词、流量来源、客服数据（自己） 2个链接
Two links: growth log, keywords, traffic sources, and customer service data (self)
成长日志、关键词、流量来源（对手） 4个链接
Four links including growth logs, keywords, and traffic sources (competitors)
成长日志、关键词、流量来源（对手） 4个链接
Four links including growth logs, keywords, and traffic sources (competitors)
成长日志、关键词、流量来源（对手） 5个链接
5 links including growth logs, keywords, and traffic sources (competitors)
11：00-11：30
11：00-11：30
总框架（自己+对手）
Overall framework (self+opponent)
单品及店铺盈亏分析
Profit and loss analysis of individual products and stores
目的：
Purpose:
通过数据监控自己店铺和对手店铺。
Monitor your own store and competitor's store through data.
3、搜索推进
3. Search advancement
每小时及时跟踪助手进度
Track assistant progress in a timely manner every hour
13：00-13:30
13：00-13:30
查看并解决差的评价+问大家
View and resolve negative reviews+ask everyone
每日更新好的评价+问大家
Daily updated reviews+ask everyone
13：30-14：00
13：30-14：00
客服聊天转化率分析
Analysis of customer service chat conversion rate
仓库问题记录分析
Warehouse problem record analysis
20：20
20：20
关键词模板+助理安排（安排第二天的）
Keyword template+assistant arrangement (arranged for the next day)
每天 是否更新赠品
Is the gift updated daily
晚上
night
跨行业高手搜索打法分析
Analysis of cross industry expert search strategies
目的：获得更高的转化和成交
Purpose: To achieve higher conversions and transactions
4、直通车推广
4. Direct train promotion
9：00-10：00
9：00-10：00
直通车有无欠费
Is there any outstanding fee for the through train
自己直通车推进情况
Progress of the direct train by oneself
跟进分析对手直通车
Follow up and analyze the opponent's direct train
晚上
night
分析结果及应对方法
Analysis results and response methods
目的：
Purpose:
不断优化直通车推广，得出最佳投入产出比。
Continuously optimize the promotion of direct trains and obtain the optimal input-output ratio.
5、钻展推广
5. Diamond Exhibition Promotion
8：30-9：00
8：30-9：00
钻展有无欠费
Is there any outstanding fee for the diamond exhibition
自己钻展的投放情况
The placement situation of self drilling exhibition
晚上
night
分析结果及应对方法
Analysis results and response methods
目的：
Purpose:
不断优化钻展投放，得出最佳投入产出比。
Continuously optimize drilling and exhibition placement to obtain the optimal input-output ratio.
6、淘宝客跟进
6. Taobao customer follow-up
每半小时
Every half hour
封锁对手淘宝客，看实时销量、淘客联盟、花生日记
Block competitor Taobao customers, check real-time sales, Taoke Alliance, Peanut Diary
14：00-15：00
14：00-15：00
计算对手淘客什么时候掉（掉多少）
Calculate when the opponent's Taobao customer drops (how much)
跟踪淘客举报进度
Track the progress of Taobao customer reports
目的：
Purpose:
紧盯对手动作，稳住或者抢占排名。
Pay close attention to the opponent's movements, stabilize or seize the ranking.
7、评价问大家
7. Evaluate and ask everyone
20：00-20：30
20：00-20：30
查看并解决差的评价+问大家
View and resolve negative reviews+ask everyone
每日更新好的评价+问大家
Daily updated reviews+ask everyone
目的：
Purpose:
提高转化，增加销售额。
Improve conversion and increase sales revenue.
8、页面策划
8. Page Planning
9：00-10：30
9：00-10：30
标题+主图+4张主图
Title+main image+4 main images
短视频+详情页
Short video+details page
SKU名称策划
SKU Name Planning
目的：
Purpose:
提高转化，增加销售额。
Improve conversion and increase sales revenue.
因为运营的分工不同，具体任务还是要协调进行。（这个只是一个参考）
Due to different division of labor in operation, specific tasks still need to be coordinated. (This is just a reference)
四、必备技能：
4、 Essential skills:
电商运营是一个需要多种能力的岗位，一个合格的运营需要具备的技能包括：
E-commerce operation is a job that requires multiple abilities, and the skills that a qualified operator needs to possess include:
具体来说就是：
Specifically, it is:
懂策划
Understand planning
你需要比你的同行更懂你的客户，能够在你的和文字上打动你的消费者，让他们选择你，而不是对手。
You need to understand your customers better than your peers, be able to impress your consumers with your words and make them choose you, not your competitors.
三流的运营商只会在页面上平铺直叙地说明产品，打动不了消费者。
Third rate operators only explain their products in a straightforward manner on the page, which cannot impress consumers.
懂行业特性
Understand industry characteristics
要是卖季节性的产品，每季都必须卖不一样的产品。
If you sell seasonal products, you must sell different products every season.
那么主推哪个产品?什么时间点主推?这些都是需要运营去做分析的。
So which product is the main recommendation? At what time is the main promotion? These all require operational analysis.
比如一个卖女装的卖家在8月份来询问我，说现在业绩下滑怎么救? 8月份女装当然下滑，因为夏装已经不用买了，秋装还没开始。8月的重点不是救，而是去准备秋装。
For example, a seller of women's clothing came to me in August and asked how to save the current decline in performance? In August, women's clothing naturally declined because summer clothing no longer needs to be bought and autumn clothing has not yet begun. The focus of August is not on rescue, but on preparing for autumn clothing.
每个行业都有独特的特征，如果掌握不了这些特征，那么与好的运营就差距很远。
Every industry has unique characteristics, and if these characteristics cannot be mastered, there will be a long way to go before good operations.
懂产品的分析
Understand product analysis
供应商给你10个商品，你全部主推吗?不，你需要选择竞争力最大的那个主推。
The supplier gave you 10 products, do you recommend all of them? No, you need to choose the most competitive main recommendation.
那么就需要具备一些分析能力，比如得通过常识从10个中淘汰出7个，留下3个，再通过数据分析，选择出最有赢面的那1个，集中火力主打。
So you need to have some analytical skills, such as using common sense to eliminate 7 out of 10, leaving 3, and then using data analysis to select the one with the most chance of winning, focusing on firepower.
我见过一些三流运营，平均分配自己的精力在每个产品上。结果每个产品得到的重视都不够。故而都卖得不好。
I have seen some third rate operators who evenly distribute their energy on each product. As a result, each product did not receive enough attention. Therefore, they all sell poorly.
一流的运营会把资源全部集中在一款最牛的产品上，他创造的业绩会超过10款产品一起创造的业绩。
A first-class operation will concentrate all resources on one of the most outstanding products, and the performance it creates will exceed the performance created by 10 products together.
【数据分析选品】的思路，其实就主要是对关键词进行筛选利用，具体的细节操作我录制成了一组视频，分享给大家：
The idea of data analysis and product selection is mainly to screen and utilize keywords. I have recorded a set of videos with specific details to share with everyone:
懂推广
Understand promotion
包括什么时候应用免费的推广，什么时候应用付费的推广。
Including when to apply free promotion and when to apply paid promotion.
流量的来源渠道有多种，目前大部分店铺主要做的流量渠道有自然搜索、付费引流（直通车、钻展等）、微信，有的店铺还会外部引流（短视频等）。
There are various sources of traffic, and currently most stores mainly focus on natural search, paid traffic channels (such as direct traffic and diamond exhibitions), WeChat, and some stores also engage in external traffic channels (such as short videos).
自然搜索流量就是免费流量，（自然搜索主要就是做好标题优化、选择合适关键词，以及页面策划等），但是只靠自然搜索流量是远远不够的，这个时候就要借助其他的流量，比如说付费流量中的直通车流量，提高产品的展现率，从而提高转化率，进而提升店铺的流量。
Natural search traffic refers to free traffic, which mainly involves optimizing titles, selecting appropriate keywords, and page planning. However, relying solely on natural search traffic is far from enough. In this case, other types of traffic, such as through traffic in paid traffic, need to be utilized to increase product visibility, conversion rates, and store traffic.
注意只有精准的人群才能带来精准的流量，这样才能提高转化率，使得店铺在这个市场中占据一席之地。
Note that only targeted audiences can bring precise traffic, which can improve conversion rates and enable stores to occupy a place in this market.
直通车的优化非常考验运营的能力，因此这条路可以说没有止境。
The optimization of the through train is a great test of operational ability, so this path can be said to have no end.
懂数据分析
Understand data analysis
产品已经卖起来了，数据已经出来了。通过淘宝提供的各种数据，你能够分析出来：我还有没有提升空间?我的提升空间在哪里?我和竞争对手比较起来弱在哪里?答案全部在数据中。
The product has already been sold and the data has been released. Through the various data provided by Taobao, you can analyze: Do I still have room for improvement? Where is my room for improvement? Where am I weaker compared to my competitors? The answers are all in the data.
线上生意比线下生意更需要掌握数据分析的能力，能够通过数据从外表看到本质。
Online business requires more proficiency in data analysis than offline business, and the ability to see the essence from the surface through data.
懂得供应链
Understand supply chain
如果不了解供应链的运作，称不上一流的运营。
Without understanding the operation of the supply chain, it cannot be called first-class operation.
这是什么意思呢?给大家举个例子，我们在做一个年轻女装项目的时候，供应商给我们的货总是大一码。
What does this mean? For example, when we were working on a young women's clothing project, the supplier always gave us goods that were one size larger.
在跟供应商沟通中，发现一个问题，供应商的版形师，原来是做中年版形的。故而帮我们打版的时候，用的是老经验。
During communication with the supplier, an issue was discovered that the supplier's pattern maker was originally responsible for making middle-aged patterns. So when helping us with the typesetting, we used our old experience.
如果你没有对于供应链的敏感度，就不能很快发现这个问题。
If you don't have sensitivity to the supply chain, you won't be able to quickly identify this issue.
你还要知道怎么跟供应商日常打交道。供应商大多数是“60后”“70后”的老江湖，如果你不懂得供应链，那么被忽悠是正常的事情。
You also need to know how to deal with suppliers on a daily basis. Most suppliers are from the "60s" and "70s" generation, and if you don't understand supply chain, being deceived is normal.
懂如何跟客户沟通
Understand how to communicate with clients
运营还需要懂得如何和客户沟通，除了日常的客服销售外，还有一些客户是需要下心思一对一聊的。
Operations also need to know how to communicate with customers. In addition to daily customer service and sales, there are also some customers who need to focus on one-on-one conversations.
懂得如何管理团队
Understand how to manage a team
如果店铺稍微大一些，还需要有点管理能力。
If the store is slightly larger, it still needs some management skills.
懂点PS
Understand some PS
不能什么都交给美工，所以基本的ps技能是要有的。
You can't leave everything to the graphic designer, so basic Photoshop skills are necessary.
有一定审美水平
Has a certain level of aesthetic appreciation
为什么别人的店显得有档次，我的店就像路边摊。这是由审美水平决定的。
Why do other people's stores appear upscale, while mine is like a roadside stall. This is determined by aesthetic level.
一个较好的运营，是需要比美工更有一些审美能力的。包括为产品找模特、拍照片，都需要审美能力。
A good operation requires more aesthetic ability than graphic design. Including finding models and taking photos for products, aesthetic ability is required.
我自己为了提升这方面的能力，看了不少的设计方面的书。并且自己日常看到那些做得漂亮的网页，都会认真研究一番，不断提升自己在审美上的感觉。
I have read many books on design to improve my ability in this area. And when I see beautifully crafted web pages in my daily life, I will carefully study them and constantly improve my aesthetic sense.
看起来这么多条很唬人，但其实真正实践起来，你自然会找到其中的窍门。
It may seem like so many tricks, but in reality, when you put them into practice, you will naturally find the tricks behind them.
五、每天要看哪些数据：
5、 What data should be viewed every day:
不同阶段运营重点要关注的数据是不一样的，上图是贯穿产品推广的整个流程，运营要做的工作。
The data that needs to be focused on in different stages of operation is different. The above figure shows the entire process of product promotion and the work that operation needs to do.
但一般运营的日常只需重点关注三个方面的数据：
But in general, daily operations only need to focus on three aspects of data:
行业数据；
Industry data;
同行数据；
Peer data;
自己数据；
Own data;
我分开具体来说：
Specifically, I will separate:
1、行业数据
1. Industry data
即对你产品所在的整个大环境进行分析。分析包括市场容易多大、利润多少、以你的实力能挣取到多少流量。也就是判断一个产品能不能在淘宝卖。
Analyze the entire environment in which your product is located. Analysis includes how big the market is, how much profit you can make, and how much traffic you can earn with your strength. That is to say, to determine whether a product can be sold on Taobao.
那么如何去分析呢？
So how to analyze it?
没有市场需求的产品，即使产品品质很好也是没有前（钱）途的。虽然目前淘系电商推广渠道多样化了，但是到目前为止绝大多数客户仍然是通过搜索关键词找到需要的产品。所以如果你产品相关的关键词在淘宝上搜索量过少，至少说明当下是不太适合在淘宝上销售。
A product without market demand, even if its quality is good, has no way forward. Although the promotion channels of Taobao e-commerce have diversified, the vast majority of customers still find the products they need through searching keywords so far. So if the search volume for keywords related to your product on Taobao is too low, it at least indicates that it is not suitable for sales on Taobao at present.
市场分析从选词入手，选词就是选择市场。
Market analysis starts with word selection, which means choosing the market.
2、同行数据
2. Peer data
在当下电商运营中，同行的信息应该是最有价值的。这也是很多运营必须要做的事——其实在监控和分析同行的店铺。
In current e-commerce operations, peer information should be the most valuable. This is also something that many operations must do - in fact, monitoring and analyzing peer stores.
通过对同行店铺的分析，可以找到店铺的优势和不足，很多东西也可以参考同行。
By analyzing peer stores, we can identify their strengths and weaknesses, and many things can also be referenced from peers.
怎么去分析呢？
How to analyze it?
通过生意参谋的市场洞察，能够看到同行的流量渠道，日访客数有多少，引流关键词、成交关键词，以及引流关键词带来了多少访客。
Through the market insights of business advisors, one can see the traffic channels of peers, the number of daily visitors, the keywords that attract traffic, the keywords that make transactions, and how many visitors are brought by the keywords that attract traffic.
如果有订购市场洞察的专业版或者豪华版，这里面还隐藏了一个极其实用的功能。
If there is a professional or luxury version with market insights for ordering, there is also an extremely practical feature hidden inside.
我们可以借助这个工具，看到竞品日出多少单。
We can use this tool to see how many orders our competitors receive per day.
只要能拿到这个数据 ，对手的链接近乎处于“裸奔”的状态。
As long as we can obtain this data, the opponent's links are almost in a state of "running naked".
实例分析：
Example analysis:
像这个店铺，我们之前分析的一个同行。淘宝客27万流量，16万订单，100%是让淘宝客刷的。这都是自杀式玩法，输了亏一部车，成了赚一套房。一般这么玩的人，很多都准备的多个链接，死一个没事儿。一般遇到这样的对手，就不要玩了，无论是钱，经验，胆子，技巧都很难比得过。
Like this store, we previously analyzed a competitor. 270000 Taobao customers have traffic and 160000 orders, 100% of which are driven by Taobao customers. This is all suicidal gameplay, losing a car becomes earning a house. People who usually play like this often prepare multiple links, so it's okay to kill one. Generally, when encountering such opponents, one should not play as it is difficult to compare in terms of money, experience, courage, and skills.
3、分析自己店铺
3. Analyze your own store
数据是店铺问题诊断的基础，当我们的店铺出现问题，比如说流量下滑、转化率下滑，这肯定是有原因的，绝大多数原因我们能够通过逻辑分析去判断出个大概，我们所有的分析和判断都必须要通过数据去进行一个验证和分析，如果不经过这一步，你只是主观上分析的话，很容易出错。
Data is the foundation for diagnosing store problems. When our store experiences issues such as declining traffic or conversion rates, there must be a reason for it. The vast majority of the reasons can be determined through logical analysis, and all our analysis and judgments must be validated and analyzed through data. Without this step, if you only subjectively analyze, it is easy to make mistakes.
实例分析：
Example analysis:
比如我们的店铺流量正常一天3000-4000左右，现在直降1000多，这个时候我们该怎么办呢？
For example, our store's normal daily traffic is around 3000-4000, but now it has dropped by more than 1000. What should we do at this time?
正常的分析思路如下：
The normal analytical approach is as follows:
第一步：打开生意参谋流量地图，看下商品来源，具体看下是哪个商品流量有所下滑，可选择时间段，看下商品在哪个时间内流量开始下降的。
Step 1: Open the Business Advisor Traffic Map, check the source of the product, and specifically identify which product has experienced a decline in traffic. You can choose a time period to see when the traffic of the product started to decline.
第二步：
Step two:
我这里只是示范店铺和商品，假如第一款产品流量下滑，那我们点开商品来源，（需订购流量纵横），看下是哪个流量渠道下滑。
I am just a demonstration store and product here. If the traffic of the first product declines, let's click on the product source (need to order traffic vertically and horizontally) and see which traffic channel is declining.
第三步：再点开品类-商品360，找到这款商品，主要下访客数、转化率和收藏加购情况。
Step 3: Click on Category - Product 360 again to find this product, including the number of visitors, conversion rate, and favorites and purchases.
第四步：
Step 4:
然后锁定这个流量渠道，去找原因。
Then lock in this traffic channel and find the reason.
六、如何学习去做电商运营（新手必备）
6、 How to learn to do e-commerce operations (essential for beginners)
1.先到一些公司做客服，但是除非是发展比较快速的公司，否则从客服转型到运营岗位比较少。
1. First, work as a customer service representative in some companies, but unless it is a rapidly developing company, transitioning from customer service to operational positions is relatively rare.
2.应聘运营助理的岗位，但是往往助理也要求有一定的淘宝店经验（只要小白做助理的公司也有，但是少）。
2. Apply for the position of Operations Assistant, but often the assistant also requires a certain level of Taobao store experience (as long as there are companies where novices work as assistants, but it is rare).
3.可以先学着做无货源，一件代发的项目（要有人带），知道店的运营模式后，再去应聘运营助理，基本上就容易录取了。
3. You can first learn to do a dropshipping project without a source of goods (with someone to take care of it), understand the store's operating model, and then apply for an operations assistant, which is basically easy to hire.
4.系统参加培训，也会容易进公司做助理开始。
4. Attending training in the system will also make it easier to start working as an assistant in the company.
不客气点说，运营这条路很苦，但付出和回报是成正比的，平时多看书学习，多和别人取取经学习经验，前期苦一点勤奋一点，到后面上手以后，很多就都是程序化的工作了。
To put it bluntly, the path of operation is very difficult, but the effort and return are proportional. You should read more books and learn from others to gain experience. In the early stage, you should be a little harder and more diligent. After getting started, many of the work will be procedural.
勤奋一点的运营努力个两三年都能够等到好机会，要么老板给股份（或者高薪），要么外面有创业机会，再者，技多不压身，掌握了这么多技能，换工作也很容易。
A diligent operation can lead to good opportunities after two or three years of hard work. Either the boss offers shares (or high salary), or there are entrepreneurial opportunities outside. Moreover, having so many skills is not a burden, and it is easy to change jobs with so many skills.
最后再简单说几句，无论进入哪家电商公司上班，都请记住几点：
Finally, let me briefly say that no matter which e-commerce company you work for, please remember a few points:
当你能做好手上工作后，要想办法在部门多做事，要观察公司的整个业务线，包括公司的发展情况。
When you are able to do your job well, you need to find ways to do more in the department and observe the entire business line of the company, including its development.
如果公司有多个产品线，或者发展足够快，迟早都会有岗位空出来，这时你就有机会了。
If a company has multiple product lines or is developing fast enough, there will inevitably be job vacancies, and then you have an opportunity.
所以自己一定要主动，一个是你自己要学会主动承担更多工作，这样你可以获得更多经验，也更有概率脱颖而出。
So you must be proactive. One is that you need to learn to take on more work proactively, so that you can gain more experience and have a better chance of standing out.
同时也要利用业余时间多学习运营，推广相关知识，肚子里有货你讲话心里不会虚，将来想要往上晋升岗位也会有底牌。
At the same time, you should also use your spare time to learn more about operations and promote related knowledge. You won't feel guilty when you speak, and you will have a trump card for future promotion.
无疑现在电商是个热门行业，门槛低又有前景。做电商的卖家千千万，但缺乏的更多是中高端人才。
Undoubtedly, e-commerce is a popular industry with low entry barriers and promising prospects. There are millions of sellers in e-commerce, but what is lacking are mostly mid to high end talents.
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