Recently, JD launched its own online business training institution - JD Business School. As an important part of JD's POP strategy, the importance of JD Business School to merchants is self-evident!

Current e-commerce training market

Currently, the e-commerce training market is mainly divided into three types of enterprises (2B):

1. E-commerce training that grows on the platform: such as Taobao University (offline), Alibaba Business School (online);

2. Self-contained e-commerce training: Paidai Business School, Wangce, New E-commerce, Budao Education, and E-commerce Power;

3. Training related to traditional network marketing: Shanren, iResearch, Analysys, and Meihua Network Academy;

From the training content of the above training institutions, they are often more inclined to corporate training (2B). Of course, from the current e-commerce training market, in 2013, e-commerce has only been developed in China for 14 years (1999 is the first year of e-commerce), but traditional enterprises have only turned to the network market. At this moment, it is actually the concept of helping enterprises facing traditional transformation to get on the e-commerce road and send them on their way!

So what are the advantages of the JD Business School training system! Do differentiated courses or do overlapping merchant training?

1. Differentiated courses: refers to courses that fully comply with the rules and gameplay of the JD platform. Even if there are overlaps with Taobao courses, they highlight JD.com, which is the practical training purpose for JD.com merchants.

Differentiation is divided into two types:

●New merchant training: mainly refers to merchants who have opened their stores for less than three months, training them to understand JD.com's knowledge points to reduce the merchants' complete dependence on operations. At the same time, through new merchant training, new merchants can be promoted in a short period of time, so that the merchants who are in charge of operations are basically those with monthly sales of more than 30,000, and their performance will also improve;

●Mid-level merchants: JD.com's mid-level merchants should be concentrated on merchants with monthly sales of about 100,000. These merchants either do not know how to use the JD platform or do not regard the JD platform as their main sales channel. For this type of training, merchants must first understand how big the overall volume of JD.com will be, to help them gain confidence, and then teach them how to run a store; I believe that it is not just merchants, in fact, many operators are not clear about some specific practices of JD.com; and this type of training is also the merchant group that needs training the most in the market;

Focusing on the development of courseware within the JD.com platform system will encounter some problems, that is, whether JD.com has enough information to support the timely update of courses, "marketing" or "activity planning" and so on are old-fashioned, and it is relatively easy and not so important to take ideas. The courseware system around the core of JD.com and practical for merchants is the JD.com rules that are born out of implementation. Only courseware that conforms to the JD.com rules is good courseware, otherwise the courseware that Baidu can come from is not very meaningful for JD.com merchants to increase sales after training!

Of course, some merchants in JD.com also do self-operation, so in fact, JD.com merchants still have ways of playing that conform to JD.com, which is not available on Tmall or other platforms! For example, shared warehousing and logistics!

2. Overlapping merchants: It is now very obvious that most of the JD merchants are also Tmall merchants. So have these merchants been trained in the Tmall system? If there are some merchants who do not do Tmall but only JD, this is another matter. So if we go in this direction, we are actually following the concept of popularizing e-commerce gameplay;

Overlapping merchant training is also divided into two types:

● Merchants who have participated in Tmall training: Now basically all Tmall merchants have participated in the "new merchant training" of the Tmall Merchant Growth Center. This does not count. Here it only refers to Taobao headquarters courses, such as "Online Store Manager", "Online Merchant MBA" or "Online Store Elite Class", etc., or courses such as "Direct Train" and "Diamond Exhibition" trained by other Taobao institutions. This type of course preconceived Taobao Tmall as the only platform role for training, and this type of trained merchants Merchants who have not participated in Tmall training may not have participated in the formal Taobao system training, but may have participated in training provided by Paidai Business School and iResearch Academy. This is at the strategic level, which is equivalent to telling merchants some strategic knowledge, which is a very popular concept and not very practical. This type of training is also suitable for current JD merchants to receive training; For overlapping merchant training, JD Business School only provides an opportunity for training (traditional enterprises may not be well-informed about the channels for training). So what do these merchants want to gain from participating in the training information provided by JD Business School, besides wanting to learn knowledge? We usually summarize what the merchants who participate in the training want to obtain into three points:

1. Learning: Learn JD’s way of playing so as to better cope with the growth and performance improvement of JD stores;

2. Connections: In addition to the connections between the trainees themselves, they also want to gain the recognition and approval of JD staff;

3. Business opportunities: There must be areas for mutual cooperation between trainees, such as mutual sales, production technology cooperation, etc.

In summary, after the merchants come to participate in JD training, have the store performance really improved? Is there a return visit one month after the training? Is there any feedback from JD operations about the slight changes in the merchants after the training? These are all issues worth thinking about internally at JD!