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This article will share with you the written test questions I took for an e-commerce operation position in a technology unicorn company before. Let’s take a look at them together. I hope it will be helpful to friends in need~
I previously participated in an interview for an e-commerce operation position at a technology unicorn company. After the interview, I had to answer professional written test questions. Later, I successfully got the offer, and I will share the written test questions here.
Please talk about your understanding and thoughts about the major domestic e-commerce platforms (no limit on angle)
2.1 Traditional e-commerce Business VS Interest e-commerce VS Social e-commerce
Domestic mainstream e-commerce platforms can be roughly divided into three categories, including traditional e-commerce represented by JD.com and Tmall, and Douyin and Kuaishou. It represents interest e-commerce and social e-commerce represented by Pinduoduo.
#Channel classification |
Traditional e-commerce |
Interest e-commerce |
Social e-commerce |
||
Representative Platform |
JD |
##Tmall
|
Tik Tok
|
Kuaishou
| pinduoduo
|
| Channel Features
|
Center Transform traffic Research logic Shelf-type e-commerce Shopping cart price comparison
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Traffic recommendation logic Short video content planting Live broadcast room Content promotes transactions Reorganized product logic
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Gamified shopping experience Research logic Product pulling and shelf pulling Share the order and close the deal |
||
##Platform core |
With "search" as the core Stock market |
Shopping with " "As the core Increment market |
Social market with "sharing" as the core |
||
Supplement |
##Return rate Higher
|
||||
#Traditional Electric Business |
Interested e-commerce |
|
人 |
People looking for goods (Spontaneous demand-active search-comprehensive judgment-high decision-making cycle-low repurchase rate) Shopping needs |
Looking for goods (Potential demand- Planting of interest content - vivid and credible content - short decision-making cycle - arousal of interest recommendations) Content requirements |
Goods |
Picture and text details Multiple store channels Increase purchase frequency |
Video/live broadcast Multiple DouKuai content accounts increase in content consumption |
| ##field
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Product/Price Stratification Plant grass outside the site, pull weeds inside the site Brand Power Product Power
|
Various components in the live broadcast room One-stop solution for planting and weeding Brand Power Product Power Content Power
|
#Traditional e-commerce |
JD |
Tmall |
Platform Features |
JD.com is a retail-focused platform. Starting from the 3C category also determines its success in The unshakable status of the 3C category. In terms of model, JD.com adopts a procurement and sales model, purchasing goods from manufacturers and then selling the goods to consumers. It controls quality and cost from the source and obtains the pricing power of the goods. And through self-built Jingdong Logistics, it has become the speed king of e-commerce platforms. Later, a POP mode was added, allowing brands to open stores on the platform. However, its main profit is still self-operated and relies on manufacturer rebates to make profits. |
Tmall is a purely open B2C platform with large scale and many types of products. It mainly opens flagship stores for merchants and is settled by third-party brands, but it does not have its own logistics and relies on third-party logistics. It makes money by collecting platform rental fees. Unlike JD.com’s SKU unit, Tmall uses SPU as its unit. |
Analysis of platform advantages and disadvantages |
Its logistics and quality The 3C category has a natural advantage on JD.com. However, for merchants, the cost is higher on JD.com, the commission ratio for each order is high, and resources are concentrated in the hands of buyers and sellers, and the merchants themselves have less say. . At the same time, more resources are allocated to self-operation, making it difficult for POP stores to grow. |
For merchants, Tmall’s operating costs are cheaper because Tmall only provides a platform for transactions. At the same time, Tmall relies on Alibaba's complete ecosystem to achieve a closed loop from shopping to payment. However, JD.com is a pure Internet e-commerce platform, and its traffic is not as large as Tmall. Moreover, from the perspective of content operation, Tmall is easier to produce high-quality content, and has also hatched top anchors such as Wei Ya (although they have disappeared). Relatively speaking, Although JD.com strictly controls its content, it has not yet incubated top anchors. |
#Kuaishou |
TikTok |
|
APP interface |
##Double row single row-actively obtain immersive experience
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Single row-immersive experience
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| Crowd clustering
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Focus on human connections
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Focus on content aggregation
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| Traffic precipitation
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Private domain prosperity, family-style head anchor
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Exquisite public domain, more mid-waist experts
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| Content experience
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Vast diversity
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Head quality
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| Recommendation logic
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Relationship chain
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Content Distribution
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| Shopping Features
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High fan stickiness and high repurchase rate; Sales are mainly driven by head anchors, and it is difficult for brands to drive sales
| ##Low stickiness of fans;
Brand sales are mainly generated by the brand’s self-broadcast |
## Recommended video tutorial: "
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