山东百度爱采购运营代理

　　百度爱采购小白必看：从运营公式看懂底层运营逻辑

　　Baidu Love Procurement must see for beginners: Understanding the underlying operational logic from operational formulas

　　很多人都说，做运营很难，当流量少之后，不知道该怎么获客，当点击低之后，不知道该怎么优化，当转化低之后，不知道该怎么提升。

　　Many people say that operating is difficult. When traffic is low, they don't know how to attract customers, when clicks are low, they don't know how to optimize, and when conversions are low, they don't know how to improve.

　　很多电商从业者每天忙于各种琐事，看很多数据，但到头来却感觉“没有方向”，像无头苍蝇。

　　Many e-commerce practitioners are busy with various trivial matters and looking at a lot of data every day, but in the end, they feel "directionless" and like headless flies.

　　其实遇到这种情况，通常不是因为不努力，而是因为缺乏一套将数据与行动联系起来的系统性思考框架。

　　In fact, when encountering such situations, it is usually not due to a lack of effort, but rather a lack of a systematic thinking framework that links data with action.

　　还有，关于店铺的操作，很多电商人都会，但是为何这样做，还缺乏系统性的思考方式。

　　Also, many e-commerce professionals know how to operate their stores, but there is still a lack of systematic thinking about why they do so.

　　其实就是缺乏全局性的底层逻辑思维。

　　In fact, it is a lack of global underlying logical thinking.

　　今天就给大家通过一个最基本的公式，来拆解下做电商的底层逻辑，我们看下面这个公式。

　　Today, we will use a basic formula to break down the underlying logic of e-commerce. Let's take a look at the following formula.

　　销售额=展现量*点击率*转化率*客单价

　　Sales=impressions * click through rate * conversion rate * average order value

　　这个公式虽然简单，大家都知道，但是你们知道这个公式对应着店铺运营中的哪些环节吗？

　　Although this formula is simple and well-known, do you know which aspects of store operation this formula corresponds to?

　　那我们就先从这个公式出发，从公式的各个指标去理解电商中的运营方向：我们看这张图，从这个基本的公式，我们可以看到，每个指标他对应的运营方法和手段，比如：

　　Let's start with this formula and understand the operational direction in e-commerce from the various indicators in the formula. Looking at this graph, from this basic formula, we can see that each indicator corresponds to its own operational methods and means, such as:

　　1：展现量的决定因素

　　1: The determinants of display volume

　　如果做了付费推广，那展现量就会有提升，还可以通过标题优化获取更多搜索展现。多参加活动，让你的产品出现在更多渠道，多上架产品，比如：非标品定期上新产品获取更多展现机会，在多个平台开多个店铺，也是提升展现的手段。所以，提升展现的机会就是：多推广渠道、多产品上新、多店铺推广等等。在顾客面前展现机会越多，就会获取更多展现，就这么简单。、

　　If paid promotion is done, the display volume will increase, and more search impressions can be obtained through title optimization. Participating in more activities allows your products to appear in more channels and be listed on more platforms. For example, regularly launching new non-standard products to obtain more opportunities for display, and opening multiple stores on multiple platforms are also ways to enhance display. So, the opportunities to enhance presentation are: multiple promotion channels, multiple product launches, multiple store promotions, and so on. The more opportunities you have to showcase in front of customers, the more exposure you will get. It's that simple. 、

　　2：点击率的决定因素

　　2: The determinants of click through rate

　　如果首图文案或者创意更吸引人，那就会吸引点击。并且当竞争环境小的时候，获取的点击率也会相应增加，同时展现位置的前后顺序，也是顾客点击意愿的关键点。在加上产品本身的竞争力大小，是否同质化，是否有独特卖点，受众人群是否精准，也是决定点击率高低的重要因素。

　　If the first image copy or creativity is more attractive, it will attract clicks. And when the competitive environment is small, the click through rate obtained will also increase accordingly, and the order of display position is also a key point of customer click intention. In addition to the competitiveness of the product itself, whether it is homogeneous, whether it has unique selling points, and whether the audience is precise, it is also an important factor in determining the high or low click through rate.

　　3：转化率决定因素

　　3: Factors determining conversion rate

　　转化率看详情页，而详情页的评价是否多、图片是否真实；问大家是否有买家经常问的问题呈现，有没有买家关心的话题，解决了问题没有；SKU的设置是否符合买家需求，文案是否吸引人，营销活动是否有，优惠卷是否发放，还有流量是否精准等等因素，都是营销转化率高低的。

　　The conversion rate depends on the details page, and whether there are many reviews and whether the images are authentic on the details page; Ask everyone if there are any frequently asked questions by buyers, if there are any topics that buyers are concerned about, and if the problems have been solved; Whether the SKU settings meet the buyer's needs, whether the copy is attractive, whether there are marketing activities, whether discount coupons are issued, and whether the traffic is accurate are all factors that determine the high or low marketing conversion rate.

　　4：客单价决定因素

　　4: Determining factors of unit price per customer

　　大部分商品，客单价高低决定转化率，即使是高端产品，如果有优惠价发放，大家也会有占便宜的心理。

　　For most products, the high or low unit price determines the conversion rate. Even for high-end products, if there is a discounted price, people will have a mentality of taking advantage.

　　其次就是SKU组合，你的产品如何组合才能让买家觉得“实惠”这也是影响转化的关键。

　　Next is SKU combination, how to combine your products to make buyers feel "affordable" is also the key factor affecting conversion.

　　所以，通过这个基本公式，我们可以看到，其实任何运营的方法，都是通过这个公式来推导的。比如：

　　So, through this basic formula, we can see that any operational method is actually derived from this formula. for example

　　1：展现量少，那我是不是要做付费推广，要多参加活动了。

　　1: If the display volume is low, should I do paid promotion and participate in more activities.

　　2：点击率少，是不是要做好图片和文案优化，以及诊断流量是否精准。

　　2: Is it necessary to optimize images and text, as well as diagnose whether traffic is accurate, for low click through rates.

　　3：转化率低，是不是问大家内容没有布局好，视觉不够精美，SKU设置不够吸引人。

　　3: The conversion rate is low. Is it because the content is not well laid out, the visuals are not exquisite enough, and the SKU settings are not attractive enough.

　　4：销售额低，是不是客单价低了，看看有没有组合套餐能提升全店动销。所以，从这个底层公式中，我们就能大概的找出运营方向了。好，可能你还不清楚，那我们通过下面这个销售数据表来说明：

　　4: The sales volume is low, is it because the average customer price is low? Let's see if there are any combination packages that can increase the overall sales of the store. So, from this underlying formula, we can roughly find the direction of operation. Okay, you may not be clear yet, so let's illustrate through the following sales data table:

　　【销售数据表在下方】

　　The sales data table is below

　　第1行：当展现量是10000的时候，点击率是1%时，访客就是100个，转化率是1%，客单价是100元时，销售额就是100元，

　　Line 1: When the display volume is 10000, the click through rate is 1%, the number of visitors is 100, the conversion rate is 1%, and the average order value is 100 yuan, the sales revenue is 100 yuan,

　　第2行：当我们做了直通车付费推广后，展现量提升到20000，其他指标不变的情况下，那销售额就提高到200元；

　　Line 2: After implementing the paid promotion for the direct train, the display volume increased to 20000, while keeping other indicators unchanged, the sales revenue increased to 200 yuan;

　　第3行：当没有做付费推广，只是优化了主图后，点击率提升到了2%，销售额也增加到200元；

　　Line 3: When no paid promotion was done and only the main image was optimized, the click through rate increased to 2% and the sales revenue also increased to 200 yuan;

　　第4行：当我们把宝贝评价、问大家优化、详情页视觉优化后，转化率提升到2%，即使展现量还是在10000时，销售额也增加到了200元；

　　Line 4: After optimizing the product reviews, asking for feedback, and visual optimization of the details page, the conversion rate increased to 2%. Even when the display volume remained at 10000, the sales revenue increased to 200 yuan;

　　第5行：当我们把客单价提高到200元时，或者增加组合式的商品销售，这时候，销售额也会提高到200元。

　　Line 5: When we increase the unit price to 200 yuan or increase the sales of combination products, the sales revenue will also increase to 200 yuan.

　　好，通过上面这些公式，其实，就可以看到，通过优化任意一个维度的指标，都可以增加销售额。那这时候我们在同时优化这几个维度，看看会发生什么情况呢？

　　Okay, through the above formulas, it can be seen that optimizing any dimension of indicators can increase sales revenue. At this point, let's optimize these dimensions simultaneously and see what happens?

　　第6行：我们在优化主图时，把点击率提升到2%，并且优化详情页，把转化率提升到2%，然后再把客单价提升到200元，这时候，销售额增加到了800元，是原来的4倍。

　　Line 6: When optimizing the main image, we increased the click through rate to 2%, optimized the details page to increase the conversion rate to 2%, and then increased the average order value to 200 yuan. At this point, the sales increased to 800 yuan, which is four times the original amount.

　　第7行：我们在把点击率提升到3%，转化率提升到2%，客单价保持不变，这时候销售变为1200元，是原来的1.5倍。

　　Line 7: We are increasing the click through rate to 3% and conversion rate to 2%, while keeping the average order value unchanged. At this point, sales have increased to 1200 yuan, which is 1.5 times the original amount.

　　同理，如果我们再努力把这几个维度在提高、提高，那销售额就会比原来翻好几倍。

　　Similarly, if we continue to work hard to improve and enhance these dimensions, our sales revenue will multiply several times compared to before.

　　所以，增加展现、点击、转化就是我们运营平时要做的工作。我们在来看一个公式：

　　So, increasing impressions, clicks, and conversions is what we need to do in our daily operations. We are looking at a formula:

　　UV价值（访客平均价值）=销售额/访客数这个公式的主要作用是衡量流量的“质量”而不仅仅是“数量”核心好处： 它能立刻告诉你，你的访客是“看热闹的”还是“真花钱的”。

　　The main function of the formula UV value (average visitor value)=sales/number of visitors is to measure the "quality" of traffic, not just the "quantity". The core benefit is that it can immediately tell you whether your visitors are "watching the excitement" or "really spending money".

　　我们来对比下，比如：

　　Let's compare, for example:

　　A店： 日访客10,000人，销售额10,000元。UV价值 = 1元。

　　A store: 10000 daily visitors and sales of 10000 yuan. UV value=1 yuan.

　　B店： 日访客2,000人，销售额10,000元。UV价值 = 5元。

　　B store: 2000 daily visitors and sales of 10000 yuan. UV value=5 yuan.

　　可以看到，虽然A店流量更大，但B店的流量质量高出5倍。

　　It can be seen that although store A has higher traffic, store B's traffic quality is five times higher.

　　B店的用户更精准、购买意愿更强，或者你的产品和营销更能打动他们。

　　The users of B store are more precise, have stronger purchasing intentions, or your products and marketing can impress them more.

　　这避免了被单纯的“高流量”数据所迷惑。

　　This avoids being misled by pure 'high traffic' data.

　　而我们把这访客价值进一步转化：UV价值（访客平均价值）=销售额/访客数

　　And we further convert this visitor value: UV value (average visitor value)=sales revenue/number of visitors

　　所以：UV价值=展现量*点击率*转化率*客单价/访客数

　　So: UV value=impressions * click through rate * conversion rate * average order value/number of visitors

　　而：访客数=展现量*点击率

　　And: number of visitors=impressions * click through rate

　　所以：

　　So:

　　UV价值=访客数*转化率*客单价/访客数UV价值=转化率*客单价所以，提高UV价值，那我们主要核心点就是提高产品的转化率和客单价就行。

　　UV value=number of visitors * conversion rate * unit price/number of visitors UV value=conversion rate * unit price. Therefore, to increase UV value, our main core point is to improve the conversion rate and unit price of our products.

　　上面的店铺A和店铺B对比，虽然店铺B的访客数没有店铺A高，但是转化率是比店铺A高的，所以，最终算下来，店铺B的访客价值比店铺A高。

　　Comparing store A and store B above, although the number of visitors to store B is not as high as store A, the conversion rate is higher than store A. Therefore, in the end, the visitor value of store B is higher than that of store A.

　　好，通过这2个公式，我们大概清楚了店铺运营的基本逻辑，但是，运营好一个店铺，可不是只靠运营就行，还需要美工、客服、老板。所以，我这里把这些公式与这些工作角色的关系整理了下，我们看到：

　　Okay, through these two formulas, we have a general understanding of the basic logic of store operation. However, running a store well is not just about operation, but also requires graphic designers, customer service, and the owner. So, I have organized the relationship between these formulas and these job roles here, and we see that:

　　1：展现量是运营和推广负责；

　　1: Display volume is the responsibility of operation and promotion;

　　2：点击率是运营和美工负责；

　　2: Click through rate is the responsibility of operations and graphic design;

　　3：转化率是运营、美工、客服负责；

　　3: Conversion rate is the responsibility of operations, graphic design, and customer service;

　　4：客单价是运营和老板负责；所以，根据这关系图，我们看到，运营几乎是负责整个店铺的统筹性工作的，几乎每个指标下都需要他来指导完成。而且，我们从这个公式中，还可以得到下面这样的分析：

　　4: The unit price per customer is the responsibility of the operator and the boss; So, according to this relationship diagram, we can see that operations are almost responsible for the overall coordination of the entire store, and they need to guide the completion of almost every indicator. Moreover, we can derive the following analysis from this formula:

　　从图中分析得到：UV数即访客数是展现量*点击率；需要运营和美工来完成；UV价值是转化率*客单价；需要运营、美工、客服共同完成。

　　From the analysis of the graph, it can be concluded that the UV number, which is the number of visitors, is the number of impressions multiplied by the click through rate; Operations and graphic design are required to complete; UV value is the conversion rate multiplied by the unit price per customer; Operations, graphic design, and customer service need to work together to complete it.

　　这样的话，通过公式，我们就可以了解到，原来一个店铺的运营、推广、设计、客服、定价等，都可以从这个公式去推导。悟点分析：

　　In this way, through the formula, we can understand that the operation, promotion, design, customer service, pricing, and other aspects of a store can all be derived from this formula. Insight analysis:

　　销售额公式：远不止是一个计算公式，它是驱动电商业务精细化运营和持续增长的核心罗盘。

　　Sales formula: It is far more than just a calculation formula, it is the core compass driving the refined operation and sustained growth of e-commerce business.

　　它不仅能告诉你“现在怎么样”，更能清晰地指出“下一步该怎么做”——是应该去获取更精准的流量，还是应该优化店铺提升转化，或者是调整策略提高客单价。

　　It can not only tell you "how it is now", but also clearly indicate "what to do next" - whether to obtain more accurate traffic, optimize the store to increase conversion, or adjust the strategy to increase customer unit price.

　　所以，这个公式，就是做一切电商的底层逻辑，所有的电商工作都是围绕这个公式展开。

　　So, this formula is the underlying logic of all e-commerce, and all e-commerce work revolves around this formula.

　　更多电商运营公式，将会收录在我的电商公式库中，方便大家查找，电商公式我将发布在群里。悟点酱：专注于电商运营、内容营销。

　　More e-commerce operation formulas will be included in my e-commerce formula library for easy searching. I will post the e-commerce formulas in the group. Wu Dian Jiang: Focusing on e-commerce operations and content marketing.

　　致力于增加电商运营赋能，为您整合精准运营资源，少走运营弯路。

　　Committed to empowering e-commerce operations, integrating precise operational resources for you, and avoiding operational detours.

　　同时，我们深度优化“问大家”等互动环节，提升自然转化率。

　　At the same time, we have deeply optimized interactive activities such as "asking everyone" to improve the natural conversion rate.