Real interview experience sharing: Summary of professional questions in the written examination of e-commerce operations

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.

2.2 Traditional e-commerce VS interest e-commerce

2.2.1 Interest e-commerce has reconstructed the people and goods market of traditional e-commerce

#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		Traffic recommendation logic Short video content planting Live broadcast room Content promotes transactions Reorganized product logic		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

2.2.2 Comparison of traditional e-commerce

The different underlying business models determine that the characteristics of the platforms are very different.

	#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	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

2.2.3 Interest e-commerce comparison

#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.

##Low stickiness of fans;

	#Kuaishou	TikTok
APP interface	##Double row single row-actively obtain immersive experience	Single row-immersive experience
Crowd clustering	Focus on human connections	Focus on content aggregation
Traffic precipitation	Private domain prosperity, family-style head anchor	Exquisite public domain, more mid-waist experts
Content experience	Vast diversity	Head quality
Recommendation logic	Relationship chain	Content Distribution
Shopping Features	High fan stickiness and high repurchase rate; Sales are mainly driven by head anchors, and it is difficult for brands to drive sales	Brand sales are mainly generated by the brand’s self-broadcast

## Recommended video tutorial: "

ProgrammingIntroduction》

The above is the detailed content of Real interview experience sharing: Summary of professional questions in the written examination of e-commerce operations. For more information, please follow other related articles on the PHP Chinese website!