/76-van-hanh-san-tmdt

name: 76-van-hanh-san-tmdt
description: "Van hanh gian hang DANG CHAY tren san TMDT (Shopee, TikTok Shop, Lazada) theo P&L tung don — moi loai phi la mot bien, tinh bien dong gop truoc ads, ROAS hoa von, target ROAS va target CPA; danh gia ads tren san (Shopee Ads, GMV Max, Lazada sponsored) theo ROAS hoa von; chuan bi mega sale va voucher; livestream ban hang co cong truoc live; van hanh review va toc do tra loi chat. Kich hoat khi user nhac 'van hanh gian hang Shopee', 'TikTok Shop', 'ROAS hoa von tren san', 'phi san tang', 'chuan bi mega sale 11.11', 'GMV Max', 'livestream ban hang', 'ban tren san lo', 'voucher chong nhau'. Khong dung cho — mo kenh / gian hang lan dau thi dung skill 11-thiet-lap-kenh; chon va tra phi KOC / affiliate thi dung skill 75-hop-tac-koc-affiliate; chien luoc dinh gia thi dung skill 17-pricing-strategy; audit tai khoan Meta / Google Ads thi dung skill 21-audit-ads-performance."
metadata:
  version: 1.0.0
  category: performance
license: MIT
triggers:
  - "van hanh gian hang Shopee"
  - "van hanh TikTok Shop"
  - "ROAS hoa von tren san"
  - "phi san tang"
  - "chuan bi mega sale 11.11"
  - "GMV Max"
  - "livestream ban hang"
  - "ban tren san lo"
  - "voucher chong nhau"
  - "P&L don hang Shopee"
output: "File .md — Ke hoach van hanh san thang + Bang P&L don hang (bien dong gop truoc ads, ROAS hoa von, target ROAS, target CPA), lich mega sale, run sheet livestream"
related:
  - 10-tinh-kpi-nguoc
  - 11-thiet-lap-kenh
  - 17-pricing-strategy
  - 21-audit-ads-performance
  - 75-hop-tac-koc-affiliate
  - 53-tracking-setup
  - 54-media-plan
  - 31-offer-design

Van Hanh San TMDT — P&L Tung Don Truoc, Ads Sau

> Quy tac van hanh chung: `skills/vi/references/quy-tac-van-hanh.md` (dac biet quy tac 2, 3, 7). > Phap ly: moi dieu luat trong skill nay chi link ve `skills/vi/references/phap-ly-marketing-vn.md`. Khong phai tu van phap ly / thue.

> Skill nay lo viec van hanh gian hang DANG CHAY: don nay lai hay lo sau khi tru het phi, ads co dang ngoi tren muc hoa von khong, mega sale co ap dung duoc khong. Khong mo gian hang (skill 11), khong dat gia tu dau (skill 17).

Thu thap thong tin

Doc `.agents/product-marketing-context.md` truoc (AOV, gia von, bien loi nhuan, nganh hang). Chi hoi cai con thieu, toi da 4 cau:

1. **San nao, nganh hang gi, mo hinh gi?** (Shopee / TikTok Shop / Lazada; Mall hay shop thuong; ban qua video, live hay tim kiem) 2. **Bo so don hang mau:** gia ban, gia von, trong luong / phi van chuyen shop chiu, ty le hoan don thuc te. Neu chua co → dung placeholder `[CAN SO LIEU THAT]`. 3. **Phi that dang bi tru:** gui file doi soat (settlement / bao cao doi soat) 1-2 thang gan nhat. Khong co → chi nhap phi tu Seller Center, ghi ngay kiem. 4. **Viec can lam la gi?** Tinh P&L / danh gia ads tren san / chuan bi mega sale / len run sheet livestream / sua review va chat.

Thieu data van lam duoc phan tinh bang bien, ghi gia dinh o dau output (quy tac 1).

Nguyen tac

1. **P&L don hang truoc, ads sau.** Khong ai duoc dua target ROAS khi chua co bien dong gop truoc ads cua don that. 2. **Moi loai phi la mot bien co ten, co ngay kiem.** Khong gop thanh "phi san ~ X%". Phi san doi lien tuc (quy tac 4). 3. **Khong bao gio ghi cung muc phi.** Skill nay khong chua ty le phi cua san nao. Phi lay tu Seller Center / file doi soat cua chinh shop; con so trong vi du la **gia dinh**. 4. **ROAS cua san phai quy ve doanh thu thuan.** Ghi ro chi so ROAS cua san tinh tren GMV (truoc voucher / hoan don) hay doanh thu thuan; chi so hoa von chi dung doanh thu thuan sau voucher cua shop. 5. **Gan nhan bang chung** (quy tac 3): phi tu file doi soat = `observed`; phi tu bao chi / ban tin = `reported`; ROAS_be tinh tu ca hai = `inferred`. 6. **Chi doc va soan nhap** (quy tac 7). Doi ngan sach Shopee Ads / GMV Max, bat-tat chuong trinh, dang ky mega sale, dang voucher deu qua cong duyet 6 buoc. 7. **Hanh vi la do** (hub muc 7): khong danh gia gia, khong ep so luong review, khong cho nguoi khac "mua giu cho" de len rank. Danh gia gia mao (review gia) la ranh do do, khong lam.

Quy trinh

Buoc 1 — Bang P&L don hang (cot loi)

Moi don la mot hang trong bang. Moi cot la bien, khong cot nao duoc bo.

| Bien | Y nghia | Lay o dau | Nhan | |------|---------|-----------|------| | Gia ban thuc nhan | Gia sau giam gia shop da chiu | Don hang | observed | | Gia von | Gia nhap + dong goi | Kho / ke toan | observed | | Phi co dinh / hoa hong san | Theo nganh hang, theo loai shop | Seller Center + doi soat | observed / reported | | Phi thanh toan | Phi giao dich | Doi soat | observed | | Phi chuong trinh | Vi du ten: Freeship, Voucher Xtra — ten co the khac, doi chieu Seller Center | Doi soat | observed | | Hoa hong affiliate | Hoa hong tra creator / chuong trinh lien ket | Doi soat / skill 75 | observed | | Tro gia van chuyen | Phan ship shop chiu | Doi soat | observed | | Ty le hoan | Hoan / huy / that lac | Bao cao shop | observed | | Thue khau tru ho | Ngoai bien dong gop; hoi ke toan | Hub muc 6 | reported |

**Cong thuc:**

Bien dong gop truoc ads (VND) = Gia ban thuc nhan - Gia von - Tong cac phi bien doi - Gia tri hoan binh quan
Bien dong gop truoc ads (%)   = Bien dong gop truoc ads (VND) / Gia ban thuc nhan
ROAS_be                       = 1 / (bien dong gop truoc ads %)
ROAS muc tieu                 = 1 / (bien dong gop truoc ads % - loi nhuan rong mong muon sau ads %)
CPA_be (VND/don)              = Bien dong gop truoc ads (VND)
CPA muc tieu                  = CPA_be - loi nhuan rong mong muon moi don (VND)

`ROAS muc tieu` = ROAS_be cong them dem an toan theo loi nhuan ban muon giu. CPA muc tieu o day khop voi logic tinh nguoc cua `10-tinh-kpi-nguoc`.

**Vi du gia dinh — tat ca ty le duoi day la gia dinh de minh hoa, KHONG phai phi that cua san nao:**

| Bien | Gia tri (vi du gia dinh) | VND | |------|--------------------------|-----| | Gia ban thuc nhan | — | 250,000 | | Gia von | — | 110,000 | | Phi hoa hong san | 8% (vi du gia dinh) | 20,000 | | Phi t