Dunhuang Business Operation Map _ Dunhuang Business Full Link Support

Business operation map

Platform Introduction

Founded in 2004, Dunhuang. com is a leading B2B cross-border e-commerce trading service platform in China and the largest Chinese cross-border export B2B e-commerce platform in the US market.

Dunhuang focuses on small B2B track, providing small and medium-sized enterprises with store operation, traffic marketing, warehousing and logistics, payment finance, customer service risk control
Customs inspection, tax collection and other full link empowerment help Chinese manufacturers connect with global procurement.

one Settlement process

01 Account registration

DHgate opens stores easily

1. Open the home page of Dunhuang website (seller. dhgate. com), click Easy Store to enter the registration page;

2. Mobile phone number verification. On the registration page, the first step is to complete the mobile phone number verification.

3. Supplementary registration information. On the registration page, the second step is to select the user type, main industry, fill in the user name, password, common email and complete the email verification;

Select User Type

Mainland enterprises, Hong Kong enterprises, individual businesses.

02 Payment

After passing the mobile phone and email authentication, you can enter the merchant's backstage to pay the fees. The store can be operated normally only after the payment is successful.

03 Platform audit

The platform reviews the data. After the review is successful, the category can be bound and the goods can be uploaded.

04 Merchant identity authentication

Select qualification type

Enter the merchant background - identity authentication, and select the qualification type;

Quality type: brand merchants, brand agent merchants, industry and trade integrated merchants, trade oriented merchants Factory businesses.

Submit review data

1. Business data:

Mainland enterprises provide the company business license/Hong Kong enterprises provide the company certificate and the incorporation form page of the registry;

Individual businesses: business license of individual businesses; (Mainland China provides business license for self-employed businesses/Hong Kong China provides company certificate and incorporation form page of the registry)

2. Legal person certificate

Mainland China Identity Card/Hong Kong Permanent Resident Identity Card/Power of Attorney.

3. Other necessary information.

two Selection and shelving

01 Option

Selection logic

Profitability one

To sell profitable goods, you can try various methods to improve the profitability of goods, such as bundling sales, and increase the average customer price of goods.

Price two

The price will affect consumers' views on the value of your goods. If it is too high, it is difficult to gain consumers' trust. If it is too low, it will lead to low profits

Dimensions and weight three

The lightness of your goods will make it easier to transport your goods overseas and expand your business.

market trends four

Make sure that the goods you sell are popular and in demand. How to know which goods have market demand? It's very simple. Just click on the Best Sellers page of the cross-border e-commerce platform.

Market competitiveness five

Understand all the defects of competitors and the target audience, so as to make better preparation for selling which products. Maintain the unique competitiveness of their products, such as price, quality, etc.

Bind business categories

There are 14 business categories in total. A store can only select one category for business, and once bound, it cannot be modified.

Selection method

Analyze buyer's portrait one

(1) Population attribute: including gender, age, occupation and other basic personal information;

(2) Interest characteristics: active time, browsing content, collection content, consultation, purchase preference, etc;

(3) Location characteristics: user's city, residential area, user's movement track, four seasons Environmental change characteristics, etc;

(4) Equipment attributes: terminal features used, etc;

(5) Economic strength: order amount, purchase frequency, purchase type, etc;

Investigate market trends two

Avoid homogenizing commodities and improve commodity innovation capability.

In depth competitive product analysis three

(1) Identify competitive products;

(2) Analyze the product structure and customer base of competitors;

(3) Analyze the competitor's page settings, such as keywords, pictures, copywriting, etc;

(4) Analyze the flow advertising strategy of competing products;

Review your strengths four

(1) Small and medium-sized businesses: small and refined, focusing on familiar categories;

(2) Medium sized businesses: looking for core commodity lines;

(3) Factory merchants: rely on production advantages, control costs, and implement commodity differentiation strategies;

(4) Traditional traders: rely on the accumulated advantages and analyze the industry to find potential products.

02 Goods on shelves

Item Title one

1. Three paragraph method for making title: Core word+attribute+flow word;

2. Keywords: The core keywords should preferably be in the first 8 words, including category level Key words, attribute words and brand words;

3. General formula: Brand+commodity (category core word)+attribute+specification+modifier or brand+attribute+category core word+specification (feature)+modifier;

4. Precautions:

(1) Title length (number of characters): minimum 50 characters, maximum 140 characters;

(2) Do not misspell words, capitalize the first letter, except for conjunctions, prepositions and articles;

(3) Do not include/use promotional words: popular, bestseller, Promotion, sale, etc;

(4) Do not repeat/stack keywords, do not include the name of the merchant in the title, and do not include all colors and sizes of the prepared goods;

(5) Do not use special characters, trademark symbols, and high-order ASCII characters;

(6) Do not misspell the unit of measurement (such as inch, ml, etc.), and use Arabic numerals (such as 6, not Six).

merchandise valuation two

1. Pricing strategy

(1) Find out the product positioning and target customer groups, search the front keywords, benchmark competitors, and make appropriate pricing;

(2) Pay attention to the psychology of consumers, and try to display the price of goods at the front desk in the form of discount price to promote transformation;

(3) Step pricing of store goods;

(4) Commodity pricing=commodity purchase price+commodity marketing cost+logistics cost (domestic transportation Cost+international transportation cost)+profit+platform commission.

2. Common pricing method:

Hierarchical pricing method: When setting the price, the same kind of goods are divided into several grades. The prices of different grades of goods are different

Incremental pricing method: Increase the turnover by increasing the quantity, quality, quality or combination of goods purchased.

Product pictures three

Overall drawing Multi angle display diagram Commodity detail drawing Function diagram

Size comparison Usage Diagram Commodity Difference Chart Use scenario diagram

1. The main drawing must have a solid or transparent background, white is the best;

2. The picture pixel shall not be less than 600 * 600 (more than 800 * 800 is recommended), square, and the size shall not exceed 5M;

3. Quantity combination: 1 main picture+5-7 auxiliary pictures+1 promotion picture inside and outside the station;

4. The main body of goods accounts for 70% - 80%, without messy background/no border/no watermark/no phase Off text;

5. The brand logo is placed in the upper left corner, with an area of no more than 10%;

6. Picture format: JPEG (. jpg);

7. General suggestion for pictures: clear, with distinct theme and texture.

Video requirements four

Sufficient lighting, good commodity visibility, clear audio and video.

Four selling points five

Product advantages+product attributes/features+product experience+product application scope.

Detailed description six

1. Instructions for use: functions, specifications, packaging accessories, design inspiration, use scenarios, and applicable people;

2. Story telling: brand story, commodity story, user story;

3. From the user's perspective, functions: saving money, saving time, high cost performance, more durable, etc;

4. Service commitment: return, exchange, refund and after-sales service;

5. Precautions:

(1) More than 200 words;

(2) Simplify the style and highlight the style;

(3) Don't use too simple and irrelevant descriptions.

three Logistics&payment collection

logistics

deliver goods
pattern

Online delivery

Offline delivery

Overseas warehouse

FBD Direct

FBD front bin

FBD overseas warehouse

DHLink online delivery - register account number - select channel, fill in delivery information - platform door-to-door collection or delivery to warehouse

The business chooses logistics by itself - backfill the logistics order number to the business background - track the logistics information

Europe Yida Warehouse, Europe WINIT Warehouse and America WINIT Warehouse.

Goods are delivered directly from home to global merchants;

It operates throughout the year and provides performance services integrating warehouse and equipment, which are delivered to European and American buyers through DHLink logistics lines;

After the buyer places an order, the goods will be delivered from overseas and the merchants will be escorted across the border without worry.

Collection ￥

Collection cycle

After the merchant initiates withdrawal, the platform will arrange settlement on the 14th working day. After settlement, According to the relevant policies of the receiving bank of the withdrawal initiator, the RMB account of the initiator is generally The payment will be received within 2-3 working days, and generally within 3-4 working days in the USD account.

Withdrawal method

Active withdrawal: When the balance of the fund account is more than 50 dollars (the minimum withdrawal amount), you can select the manual withdrawal function. Select the bank account for withdrawal, enter the withdrawal amount, and click OK to complete the withdrawal operation.

Automatic withdrawal: after the automatic withdrawal function is enabled, Merchant funds will be transferred to merchant bank regularly Accounts. Businesses can choose whether to use this tool.

four Marketing Activities&Tools

Marketing activities

seckill

It aims to attract target users from different groups and gain potential customers. Merchants can guide customers to complete the super low price rush purchase in a limited time to improve the purchase rate.

Cross store full decrease

Stimulate customers' consumption desire and increase store sales. Merchants can set promotion rules according to the customer unit price of their products.

Thematic activities

Help businesses increase store exposure and order conversion rate. Merchants sign up to participate, with clear promotion theme and activity requirements, to stimulate the growth of GMV.

Exclusive for newcomers

Improve the conversion rate of new users of the platform and increase the exposure rate of merchants' products.

Marketing tools

Shop coupon

In order to improve the repeat purchase rate and purchase volume of consumers, merchants can set up multiple store coupons to improve traffic conversion.
Type: receiving type, buying enough free type, direct free type, collection free type.

Time limit

The purpose is to urge customers to place orders quickly, improve the conversion rate of goods, and assist merchants to incubate explosive products, increase the volume of new products/unsalable products, and clear the inventory.

Full store volume reduction

It aims to stimulate buyers to buy more than one item at a time and improve GMV. Merchants should reasonably set the unit price of goods and the threshold of full or reduced price.

Cobble together

It aims to increase the turnover of customer orders and help merchants bring more orders through social fission, Achieve higher traffic conversion rate and repurchase rate.

How much discount will be given for several full pieces

The aim is to drive the sales of other goods through a single popular product among multiple customers, with obvious promotion effect. At the same time, it can also help stores maintain private domain traffic and promote new products.

Shopping Cart Marketing

The purpose is to help merchants gain insight, analysis and mining of customers who have bought more but failed to clinch a deal for a period of time, reach and recall potential customers, and facilitate purchase.

five Traffic expansion

01 On site advertising

On site advertising type

one Automatic advertising throughout the store: Get through the high-quality advertising resources inside and outside the station, automatically match keywords and bids, and quickly cultivate traffic.

two Automatic product advertising: The system automatically matches keywords to show customers different types of advertising goods, which can attract a large number of customers and improve the input-output ratio.

three Product manual advertising: Expand keyword roots, flexibly adjust bids, obtain accurate matching traffic, reduce advertising costs, and improve ROI.

Advertising strategy

one Optimize the product page and skillfully use keyword tools;

two Reasonably allocate advertising budget and regularly analyze data reports;.

three Comprehensive use of multiple advertisements;

four Timely adjust the items with poor advertising effect.

02 Scene marketing

Customized area (Class B)

Meet the needs of light customization and OEM/OEM customers.

Factory area

It focuses on the exposure display of "shops+head commodities", focusing on the true and comprehensive information of the factory and multi-dimensional display of commodities.

Fast delivery zone (Class B)

By distinguishing the delivery capacity of stores, focus on fast delivery stores and goods, so that the display at the front desk is more convenient for buyers to choose.

Overseas warehouse area

Focusing on the stores and goods with warehouses in the target market, the goods are sorted, packaged and distributed directly from the local area, so as to improve the shopping experience of buyers.

03 Traffic express

Functions and characteristics

one Simple and convenient operation;

two Quickly increase the number of store views;

three Conveniently create popular products;

four Improve operational efficiency.

Optimization of goods launch

one Check the number of used and remaining ones to maximize the traffic.

two Check the product launch status regularly, and replace it as soon as possible in case of failure.

three Pay attention to the expiration date of the goods. The invalid goods will also occupy the number of traffic express trains, so cancel the launch of the goods as soon as possible after they become invalid.

four Optimize the products being promoted, the first picture, keywords, prices, etc.

04 Off station flow

Alliance promotion

one Main flow sources

two CPS release path

three Alliance marketing matrix construction

(1) Discount return to the station to help brand promotion;

(2) The largest in China; (4) Online celebrity platform;

(3) Deal platform; (5) Other cooperation.

four Alliance Operation - Incentive Plan

(1) Free traffic; (3) Returning old customers to domestic service;

(2) Transaction fees; (4) Alliance red envelope award.

SEO promotion

one Factors affecting SEO ranking

(1) Text relevance: the basic principle of search

(2) Category relevance: whether the category is accurate

(3) Commodity popularity: order volume, sales, praise and attributes

(4) User feedback: click, order, dwell time, conversion rate

(5) Merchant service: merchant service points.

two Promotion copy

(1) Title: brand words+core commodity words+commodity attribute words

(2) Improve product quality score

(3) Timely update hot words

Huitou Advertising

one definition

The Huitou platform is an offsite drainage platform launched by Dunhuang. com, covering a variety of advertising channels and models, helping merchants better expand their own flow pool from a variety of overseas channels, bringing more transaction opportunities.

two New merchant launch process

one

account
Recharge

Recharge by scanning Alipay code

two

advertisement
distribution

Allocation from account balance to advertisement balance

three

Establish investment
Release plan

Establish scientific delivery plan

four

Waiting for review
Launch

It takes 1-3 days from plan establishment to data generation

three FB, GS commodity promotion

(1) FB advertisement

Introduction: Facebook， The world's largest social network service website and the largest source of e-commerce social traffic.

extension: Create Ad → Select advertising target → Set audience and budget → Set the material copy to check whether it is in the commodity pool. Key indicators: CPM, CPC, CTR, ROI.

(2) GS Advertising

Introduction: Google shopping refers to http://www.google.com/ The product information is published on shopping, and the product information is in the form of pictures, words and prices To show how to search on Google shopping and Google Users of.

extension: The merchant uploads Google in line with Google's advertising policy in the background Shopping ads can be viewed in the commodity pool.

Online celebrity marketing

one Interpretation of KOL's delivery

It's a kind of community
Mesomorphic figure
Style marketing Inside of network red
Production and
Commodity sharing In flow, explosion
Emergent flow and
Steady flow

essence form crux

two How to carry out online celebrity marketing

(1) Determine marketing purpose: number of people covered/relevance/selling points;

(2) Determine the audience: gender/age/occupation/hobby/education, etc;

(3) Determine the celebrity: industry/fan level/corresponding channel/content level/audience analysis;

(4) Determination time: schedule/promotion time;

(5) Red person incentive: commission/free goods/coupons or gift vouchers;

(6) Measuring cooperation results: transformation/ROI/spread/video playback/interaction rate (like+comment);

(7) Pay as you go: choose online celebrities with many fans and good quality as partners, Pay for promotional videos at one price.

six Growth route

01 Familiarity period of the platform

Merchant positioning: LV1 merchants in merchant hierarchy

Phase objectives: Familiarize yourself with the merchant background - find the right store and product positioning - upload products (≥ 10) - set Freight template - decorate the store.

Recommended data indicators: Product quality score, number of visitors, browsing volume, and search exposure.

02 Breakthrough period of stores

Merchant positioning: LV1 merchants, LV2 merchants, and LV3 merchants in the merchant hierarchy.

Phase objectives: Complete the breakthrough of 0-1 store orders on the whole.

Recommended data indicators: Order turnover, traffic data, new customer conversion.

03 Store growth period

Merchant positioning: The number of orders issued in recent 60 days is 1-5 for a long time.

Phase objectives: Overall, the number of orders issued by the store is ≥ 5.

Recommended data indicators: Search exposure, month on month comparison of market traffic, comparison of competing product traffic, and month on month comparison of our store traffic.

04 Outbreak period of stores

Merchant positioning: The commodity structure is stable, the GMV of the store is ≥ $20000, the comprehensive index of the store is relatively stable, and 2-3 models are popular.

Phase objectives: Sales volume and buyer service ability continued to improve.

Recommended data indicators: Repurchase rate of commodities, refund rate of buyer's responsibility, rate of investment in due course, and intellectual property rights.

seven Buyer Services

01 Improve commodity repurchase rate

(1) Statistics of customer consumption behavior data;

(2) The store implements the membership system and points system;

(3) Improve the means of logistics distribution;

(4) Improve the quality advantage of goods;

(5) Promote new products to enrich commodity categories;

(6) Send personal thank you letters and discount codes.

02 Improve store logistics services

(1) Prepare goods in advance;

(2) Choose reliable logistics service providers;

(3) Select stable logistics channels;

(4) Select warehouse consignment;

(5) Select overseas warehouse for shipment.

03 Dispute response strategy

(1) Understand the buyer's problems;

(2) Timely communicate with the buyer's internal letter;

(3) Help buyers solve problems and negotiate solutions; At the same time, you must respond to the buyer's agreement dispute within 5 days.

04 Increase 12 hour IM recovery time

(1) Timely reply to the buyer's letter within 12 hours;

(2) Ensure that offline message push has been turned on;

(3) Timely blackmail dishonest buyers;

05 Improve the comprehensive performance of the store

(1) Store evaluation: Improve the praise rate of the store and attach importance to medium and poor reviews.

(2) Compliance operation: a. Intellectual property: pay attention to the protection of their own intellectual property rights, enhance the awareness of property rights, focus on commodity innovation, and adhere to the protection of rights.

b. Risk aversion: understand relevant national, industrial and platform policies, prohibit the sale of goods rules, and actively avoid risks.

c. Self review: Baidu, Google, public accounts, industry information; Name of relevant obligee; Relevant trade name; Platform thematic knowledge query; Third party search companies or tools.

eight Data think tank

01 Function introduction

introduce

Data display and analysis tools tailored by Dunhuang. com for businesses can help businesses monitor themselves in real time Store operation index data; Multidimensional analysis of industry development trend; In-depth analysis of buyers' purchase behavior; Keep updating the latest search habits of buyers.

Seven functions

Shop analysis Commodity analysis Flow analysis Industry analysis

Optional tools Seller Leaderboard Shop diagnosis

02 Core functions

Shop analysis

Analysis dimension: Real time monitoring, shop analysis, buyer analysis. It is used to understand the sales situation and overall fluctuation of the store, so as to adjust the sales strategy in time and keep the store on the track of healthy development.

Commodity analysis

Analysis dimension: Commodity overview, commodity details, single product analysis and commodity early warning analysis. It is used to understand the operation of a single commodity, and give a reminder when the operation risk of a single commodity occurs, so as to ensure continuous and normal operation.

Flow analysis

Analysis dimension: The source and destination of the whole store's traffic, store merchant visits, peak time for placing orders Analysis of geographical distribution of buyers.

At the same time, it includes keywords that bring exposure and browsing to the store, to help businesses understand the key keywords required by the title of the goods in the store.

Industry analysis

Analysis dimension: Traffic, buyers and transaction amount data of all categories in DH, and shop data analysis of excellent merchants in the industry.

It is used to help businesses understand the development trend of the industry, gain insight into the consumption ability and habits of buyers, and explore the purchase habits and laws of foreign buyers.

Optional tools

Analysis dimension: Sales ranking and Dunhuang index analysis. It is used to show the current sales trend of hot goods for various purposes, and show buyers' interest in buying by comparing the popularity of search words.

Shop diagnosis

Analysis dimension: Associated purchase analysis, repeat purchase analysis and alternative purchase analysis.

It is used to analyze the purchase behavior of buyers, help merchants adjust their business strategies in time, and improve the order turnover and conversion rate.