做电商,用数据说服你的老板

     秋天到了,凉爽了很多,树林里叶子黄了,和深圳、佛山的朋友在家里阳台上把酒联欢,顿时想起李白的那句:“长风万里送秋雁,对此可以酣高楼”,一模一样啊!

     回到主题:与客户接触的这段时间,他们最关心的是你能给他们带来多少收入,他们要投入多少费用,多长时间能够回本。而作为顾问的自己怎样能够准确的回答这个问题呢?我只能用数据给他们推算。

1、用数据说法我们的老板或者客户,电商市场前景广阔,现在做刻不容缓;

比如最近我服务的一个鞋类市场客户和茶类市场客户,我用了两大点来说明:

(1)宏观上:网购市场容量大,吸引企业加大对电子商务投入。网购市场每年以35%的速度增长,在2014年将达到2万亿、且从线上零售份额比重看,当前国内只有5%,而英国却有12.5%;另外,B2C份额在电商里面的比重加大,2011年达到31%,企业纷纷投入了电商阵营。

(2)聚焦到客户行业,看看他们当前的网购市场情况:服装鞋类市场,2011 年我国服装网购市场规模达到2049 亿元,其中鞋类规模为270 亿元,另外,鞋类网购占国内鞋业市场容量的6.75%,而同时,日韩两国线上鞋类销售规模占鞋类总额的40%左右。

以上,两点从宏观到微观可以见证整个市场发展,如果还想更加有说服力,可以使用数据魔方,对类目的整体销售情况,用户购买情况进行分析。

 

2、给老板计算,做电商能够带来多少收入,需要投入多少钱?

对于客户或者领导的口径:我一要看你这个牌子是否大众认同,知晓度如何,否则我认为前期不可能马上盈利,因为你要做推广积累你店铺的第一批人气,扩大你品牌的知名度,这个需要一个时间过程,老板需要有耐心。另外,我要看你为这个项目能有多少推广预算,否则给你目标定大了,你没钱来做,说白了,在线上推广初期,在没有自然流量和回头客的时候,流量都是拿钱买来的,一个简单道理,你钱越多,包括请人做的自然流量,和你烧到直通车这样推广工具上的钱,钱越多则流量越大,销量自然也会大。如果老板或者客户要我给他一个销售预估,我也只能说这只是“预估”罢了,调控他的心里预期,做什么事情都是有风险的。这个预估,我一般会采用两种方式:

1、针对有过网上销售经验的,结合你过去线上的销售情况,和产品的销售周期来制定;

2、针对完全没有网上销售经验的,结合客户提供的推广预算,对流量进行预估,然后结合商品客单价、转化率等制定一个销售目标;

结果能100%达到吗?我难以保证,除非制定这个目标的人要么是身经百战;要么就是说话不负责任的人;因为没有详实数据做支撑情况下,这个只是预估。我能做的始终是追求销售目标的预估准确性和客观性。但前提仍旧是预估。

而关于要投入多少钱,我想费用包括:推广费用、人工服务费用、佣金(服务平台、服务商扣取的佣金)还有技术服务费年费等平台收取的费用(比如天猫),当然,再说远点,还有物流、仓储、项目管理、固定资产投入等费用;–这个我没有计入在内。

 

3、给老板或客户计算,他自己做划算还是请第三方划算;

这个算法主要差别就是人员上,自己请人需要培训、发工资、管理等费用;而则灵活快速,支付服务费和佣金,风险小,可以参考:《企业做电商自建团队还是代运营

以上,如果能够拿到同行合作商或者竞争对手的案例来说明,则更有说服力。

最后,如果老板问是自己建平台还是利用天猫这样的第三方平台,则可以告诉他:“天猫的订单获取成本40元左右 最低的 独立商城订单获取成本160元左右 ,愿意选哪个呢?”

62 thoughts on “做电商,用数据说服你的老板

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