Activity operation is an important aspect of operation. An excellent activity operation should not only have comprehensive and systematic knowledge, but also have efficient execution of project control, process promotion, coordination of various departments and resource integration to promote the completion of the overall activity KPI. The excellent performance of an S-class activity can often make many new stores stand out, and can determine the allocation of activity resources in the next few months and enhance the weight of the second child's heart. First, build an activity model. In the e-commerce "people and goods yard", activities assume the role of "field". A successful activity can effectively combine people and things through the role of "field" to maximize its effectiveness. Building an effective activity model is the basis of the "field", and the activity PM should be planned as a whole, and all matters in the three stages before/during/after the activity should be well controlled. Before action-prevention is better than remedy. Make full preparations before the activity, align the objectives/budgets/resources/projects with all departments, and ensure that all departments have no deviation in understanding the information. Planning in advance is better than all remedial measures afterwards. During the activity-comprehensively monitor the overall activity, whether the nodes such as warm-up/official/countdown/regression are effectively implemented, monitor all dimensions of the page/commodity/data/user/activity mechanism in real time, and make timely adjustments when problems are found. After the end of the activity-in the later stage of the comprehensive resumption activity, it is necessary to make a multi-dimensional resumption of the activity, sum up the experience and lessons, and incorporate them into the experience and lessons library to provide a pit avoidance guide for future activities. 2. Guide to the program of activities (only for guidance, not necessarily applicable to all types of activities, and can be tailored according to the actual situation. ) 1. Set reasonable activity goals. The annual sales target is usually set in advance and refined to each activity according to the monthly sales performance target. The GMV target of the whole activity will set a reasonable target according to the value of inventory goods, the level of promotion activities, the resources and budget that can be invested and the historical data in the past. According to the set goal, the KPI will be disassembled to the minimum particle GMV=UV* conversion rate * customer unit price LUV: UV will be disassembled from free search, independent access, paid promotion and other traffic. L conversion rate: compare the conversion rate in the same period/conversion rate in the same industry. L customer unit price: the approximate customer unit price estimated according to the hand price, related sales and full reduction threshold of the main products. Decompose the data of different bands: the whole store sales target: according to the set GMV target. GMV and commodity cost are both known quantities. If the company requires a profit margin of 15%, then the available budget can be obtained by calculation. Profit rate =(GMV- commodity cost-budget expense) /GMV* 100% budget expense =GMV-GMV* profit rate-commodity cost. With this fee, we must carefully plan the fee so that every penny can have high output! General budget expenses will be spent on coupon subsidies, commodity subsidies, on-site hard marketing and off-site marketing. Each cost component will be allocated according to specific activities. If re-marketing, off-site marketing will account for a larger proportion. If it is subsidized again, commodity subsidies will account for a larger proportion to control the return on investment. 2. Clarify the theme of the activity to make it sound more attractive to active communication. When you are away from home, the theme of the activity is a bridge connecting users. A good activity theme should include six elements: concise, easy to spread, easy to understand, relevant, interesting and unforgettable. The theme of the activity can be freely combined according to the purpose of the activity, promotion industry, promotion crowd, activity season and promotion intensity. After determining the general direction of the activity, you can lock the topic keywords. 3. Activity rhythm Usually, the activity rhythm is divided into three stages: warm-up, formal and return. The operation action, page display and store rights and interests of the three stages will be different. L Warm-up period: This is a process of water storage, which I think is the core stage. During the warm-up period, publicize and inform the activities, enhance the enthusiasm of the activities, and guide users to grab tickets, share, collect and buy. The more fully prepared for the warm-up, the big explosion will appear in the official period. L official period: the warm-up period is well done, and the official period will usher in a big outbreak, which is a good period for harvest! The coupons received during the preheating period usually take effect in the official period, and the preheating of water storage makes everyone strive for the official period. The publishing conversion rate of collections and purchases is generally 25-40%. Coupled with customer service and SMS urging users to buy, orders can come even harder! L rebate period: you can observe the sales data of goods in the official period, and achieve the goal for high conversion users, which is helpful for the rebate activity to sprint again! 4. Venue layout The venue layout can be designed by Demo, and different modules and moving lines can be used to form venues that meet different needs. What is a module? The module is the entrance of the venue traffic, and the influx of traffic into the venue will divert different people to different modules. Take the offline supermarket as an example. After the crowd enters the supermarket, girls may go to the beauty section, the elderly will go to the fresh food section, and mothers will go to the pregnant and baby section. Different regions will divert different user groups. The module is built on the floor, and then people are diverted from the space. Why do general shopping malls put cosmetics on the first floor and men's clothes on the top floor? This is also designed according to the characteristics of male and female browsing routes. Online modules will be more flexible than offline, and get rid of the constraints of physical handling in space. Online module can realize personalized module display through the system. What is a moving line? Similarly, combined with the layout of the offline supermarket, people who have visited the supermarket have a feeling that there will be route guidance wherever you want to go, and you can swim in the store like a duck to water; Or if you just want to browse, there will be a line that will take you straight ahead, with a dazzling array of goods and an immersive shopping experience, so that you can always enjoy shopping. This is the designed passenger flow line. A good line will make people more willing to go shopping, stay longer, see more and change more easily. Similarly, for online activities, most users who come to the venue are not particularly clear, and most clear users complete their shopping behavior through search. When online users visit the activity venues, most of them skip glances because they are beyond the space limit, and they will not go shopping one by one like offline. At this time, the venue moves like a shopping guide, guiding users where to start, what to look at first, and then what to look at? Through reasonable page layout and element combination, guide users to see as much as possible and stay as much as possible. Plan the moving route reasonably, avoid blind spots as far as possible, give users clear guidance, and meet the route design of operational indicators and objectives. Good dynamic design can reduce the user's page jump rate, increase the user's stay time and improve the purchase conversion rate. Combined with the activity rhythm, the shop rights and interests of each activity point are different, and the displayed pages will change accordingly, so an activity and operation need to plan different activity pages according to different stages. Example of event preheating page: 5. After the venue layout of the event commodity planning is planned, the event commodity is planned. The floors in each venue correspond to different product selection requirements (pit number, commodity attributes, discount rate, etc.). ) need to be explained in the event operation. Product selection colleagues will fill in the product selection as required and output the product selection list. 6. Spreading the game logic activities can achieve the effect of "person-to-person communication". The logic of gameplay is to use users to share motives and spread fission. The ancients said, "The Tao gives birth to one, two, three and everything." Fission propagation is carried out in a way of spreading from one to ten and from ten to hundreds. Bargaining, fighting together, sharing fission coupons, lottery, etc. They are all operational tools for conventional e-commerce to spread fission, and users can share and spread through interest-driven. The most commonly used methods in Pinduoduo are bargaining and grouping. Through the old and new ways, people-centered gradually spread the communication circle and introduce more new traffic. I won't say much about the specific communication marketing gameplay here. Ali's backstage marketing tools are very mature. Operators only need to effectively combine marketing tools with commodities and select the first batch of seed users. Three. Activity tool &; Template 1, event calendar Event calendar is the magic weapon of event operation. Activities need to be planned in advance. You can't do one thing today and another tomorrow. It's not planning and major. Plan activities by making an activity calendar, determine the activity level, and decompose it into annual/quarterly/monthly sales targets, so as to plan annual activities. | Click on the annual event calendar to view the big picture | Break it down into quarterly/monthly event planning 2. Activity work flow chart in the process of activity planning, many lines are often carried out at the same time. Activity PM should promote multi-department collaborative work, and activity workflow chart is an indispensable tool in the process of overall management. It can standardize activities and improve the management efficiency of closing projects. In the flow chart, it is necessary to make clear the key responsibilities of each line, the direction of the flow of matters and the direct relationship between matters. A good workflow will lead to efficient execution and ensure the success of the activity. (This is an activity workflow for everyone to participate in. This workflow is not applicable to all active businesses. ) 3.WBS (project event decomposition) WBS and active workflow are a pair of CPS. According to the items that need to be completed in the activity work flow chart, the activity project is divided into minimum work packages, and each work package must have a corresponding person in charge. The combination of WBS and Gantt chart can also indicate the progress and completion time of the event. 4, marketing tools I call marketing tools "eighteen sales methods", effectively choose the combination of marketing tools and activities, there is always one for your users to choose. (1) Full discount promotion Shoppers can get a certain discount as long as they buy the corresponding goods at the specified price within a certain period of time. There are two main forms: step full reduction and every full reduction. L ladder full reduction, such as: full 100 minus 10, full 300 minus 50, full 500 minus 80; L For each full reduction, for example, 200 is set to be reduced by 20, and 230 yuan actually pays the order amount of 265,438+00 yuan, and 430 yuan actually pays the order amount of 390 yuan. (2) single product promotion: buy the specified goods at a specific time and enjoy certain price concessions. Example: During the promotion period, the goods will be 60% off, and the original price will be 100 yuan, which will be purchased in 60 yuan. (3) The set of promotional products are sold at preferential prices. For example: A commodity 50 yuan, B commodity 80 yuan, A+B commodity set promotion price 100 yuan. (4) Gift promotion: Give away (multiple) products after purchasing the main products. (5) Full-gift promotion includes sending XX goods over XX yuan, and sending XX goods over XX yuan at a price increase of XX yuan. The difference with gift promotion is that it is differentiated by the price of the corresponding commodity order and can be set in stages. For example, send a selfie stick 300 yuan, a charging treasure 500, and a high-end earphone 1000. (6) There are two preferential forms of buy more promotion: N pieces for M yuan and N discount for M pieces. (7) Advance payment promotion adopts the promotion mode of paying in advance before the goods are officially sold, and you can enjoy preferential prices by paying in advance. There are many ways to play deposit pre-sale: deposit pre-purchase, which is equivalent to deposit confirmation order; Deposit leverage, such as deposit 10 yuan, can be deducted from 30 yuan. (8) Coupons There will be coupons with different thresholds in an activity, and the ratio of threshold value to customer unit price can be divided into three structural types: low, medium and high. Low threshold coupon: threshold value/customer unit price 2 coupons; The lack of this piece will not stimulate high-value users and greatly increase the unit price of shop customers. 5. The store inventory list template focuses on the stocking situation of explosive products (main products) to avoid insufficient stocking of goods on the activity line and affect the overall KPI. (* Double 1 1 Pre-sale Rate = Double 1 1 Pre-inventory/Double1Closing Target) 6. The recovery of activity template needs five modules: shop profile, goods, promotion, industry &; Competitive products and processes; L shop profile: store KPI completion (how about the same level last year? What was the last big promotion? ), sales, sales number, customer unit price, PV, conversion rate and other data; L commodities: the sold-out situation of active commodities and the situation of explosive commodities; L promotion: compare the data of previous activities and the data of the promotion section of this activity; L Industry and competing products: rank yourself (increase or decrease) in the industry, and analyze the advantages and disadvantages of competing products (learn to imitate what is good and avoid what is not good); L process: whether there is a very obvious pit during the activity, and it will settle down to avoid making the same mistake again. The above is the overall idea of store activity planning. Can be tailored according to their own store level or activity level, and formulate activity plans and plans that meet their own business needs. -End-