The annual "double 1 1" is coming, which is not only a carnival feast for users, but also a challenge for merchants. So, how should this year's "double 1 1" be laid out?
First, analyze the store data and specify the target.
Double 1 1 target = number of views * conversion rate * customer unit price * number of *CRM members and activation conversion rate * promotion channel conversion rate * energy gathering period (calendar year) collection conversion rate * annual industry growth value (percentage).
The proportion of the target, according to the actual situation of the store, and effectively combined with this year's big promotion and previous changes, is realistic and will not be too far apart.
After setting the target, it is necessary to decompose the traffic and complete the double 1 1 traffic forecast. Double 1 1 traffic = store traffic (old customers+other daily traffic)+activity traffic (venue)+promotion traffic +CRM push activation.
Arrange the promotion plan by estimating the target flow, and calculate the flow gap for activity planning.
Second, the operation planning
The general goal is calibrated, and the next step is the decomposition of the goal. The goals we set are very general. Need to be more finely divided into main payment and other payment. Without decomposition, it is impossible to arrange production. Because most of our stores not only have 1 treasures, but also have many treasures. Therefore, it is necessary to subdivide the sales volume of each baby.
The goal must be clearly and reasonably decomposed, so as to arrange the inventory reasonably in a planned way.
In this way, we can clearly know which styles should be stored and how much to store, which is scientific, reasonable and planned.
Precautions: Prepare the goods in advance, and judge whether it is 1 month, 2 months or longer according to the production capacity and target.
Third, promotion planning
With the sales details, the next step is to consider how to complete these sales.
Activities: high cost performance (brand group, single product group). General brand group is a fixed fee, and single group is a commission model. The tour fee for double 1 1 may increase, and the fees for different categories are different. If you can report your name, you must report it. Poly-cost-effective is the most powerful platform for input and output at present. Double 1 1 group, the input and output will increase exponentially, so it must be reported, and at the same time, it is necessary to strive for more communication with Xiao 2.
Through train drilling exhibition. According to the intensity target profit rate, determine the total investment. Generally, the input and output of the through train are relatively strong, so the promotion budget of the through train can be appropriately increased. Of course, different types of through trains have different effects, so we can appropriately expand the channels with large input and output according to past experience. There is only one through train here that is easy to operate on the day of double 1 1, and the others are difficult to master. If the effect of the day is good and the input and output are as expected, it is necessary to increase the input of the through train, because it is only once a year and the money is not spent on the day of double 1 1.
Four. Programme of activities
(1) Clarify the promotion theme, promotion preferential strength and marketing strategy description.
Set a double 1 1 promotion theme suitable for stores or babies. For 1-2 hours before the morning and 8: 00 -24: 00 on the day when the double 1 1 activity is about to end, we will set a relatively large intensity to improve the conversion rate in this high-incidence period.
(2) Promotion purpose
(3) Promotion time
(4) Selected promotional products
(5) Promotion picture (page) design-effect picture activity, * * * consumption
Through the activity page designed by the store independently, including the first poster, the store's move, the double 1 1 acceptance page, the related posters on the details page, the direct drilling picture, the flow chart to guide the independent order, etc. All the pictures are based on the theme of Double Eleven, aiming to create the atmosphere of the Double Eleven Shopping Carnival, which must be enough to lay the foundation for the event and reserve traffic. The color is mainly red, please refer to the official venue page color.
Shops can increase the exposure of activities through watermark marks, and the watermark can use the super store manager. The information contained in the general label will include: the way to participate in the activity, the intensity of the activity, the time of the activity, and the number of products in the activity can be increased to make the activity feel a sense of urgency.
(6) promotional tools
Through train, drilling exhibition, micro-scouring, scouring customers, sending short messages, awakening old customers, etc.
(7) Customer operation platform
Double 1 1 personnel operate the situation room, analyze personnel and formulate corresponding strategies;
Do a good job in the operation and service of shopkeepers and buyers, and establish shop vip. When new buyers become old buyers, we need to be good at using customer analysis to safeguard these old customers. Do a good job in marketing strategy in time, set exclusive prices for members, activate old customers, activate sleeping customers, and lay the foundation for the outbreak of Double Eleven.
A. People and commodities
B. Choose offers (add coupons)
C. Choose the conversion channel (SMS, or add a beautiful picture with a link to the buyer's eye).
D. Name of the plan (modified according to the actual situation)
E. Planning time (usually one week)
F. Expiration reminder (at your option)
G. start creating a business plan.
For different labels, we must do accurate and effective activities. Let him recognize your product, your service and your shop, and let the buyer become an accurate customer and undertake it perfectly. Life is a process of continuous learning, a process of constantly correcting or improving the original cognition.
Verb (abbreviation of verb) time planning
1, storage period10.1-10.19
During this period, the government has begun to warm up and carried out deposit activities and pre-sale activities. During this period, the focus is on the number of participants, expanding drainage, awakening old customers and delineating more people. You can apply for participation in all the shop activities that you can participate in. Through train drilling and exhibition began to increase, especially the opening of people's premium and tourist orientation.
2. The pre-sale period is 10.20- 10.438+0.
Double eleven pre-sale started, and global good goods were pre-sold. The outbreak of store pre-sale, pre-sale transformation and market transformation has soared.
3. Preheating stage11.1-1.10.
The focus of the double eleven is not the day, but the preheating. During the whole activity, the sales from 1 1 to 10 accounted for about 70%, and the sales of 1 1 on that day also accounted for 30%. It is suggested that the through train should be pushed from 10, and it is emphasized that rational choice is effective.
Wake up old customers by SMS. Don't mention to old customers that all goods are on sale.
Because most people who buy a table will not buy the same table again, it is said that the new double eleven products, promoting new products to old customers and guiding the collection and purchase will weaken the information of product discount to some extent.
4. National Carnival11.11
0-2 point capture stage
Between 0: 00 and 2: 00 in the morning, most buyers who place orders at this stage purchase products through centralized purchasing in the pre-heating stage. The goal of purchasing products is clear, and it is most likely to place orders quickly. What we need to do is * * * they place an order as soon as possible, and real-time inventory intensifies the looting atmosphere.
2-20 o'clock awake stage
Between two o'clock in the morning and eight o'clock in the evening, this period is the most rational stage for customers. Usually, we shop around to see who gets the bigger discount. What needs to be done at this stage is to pay more attention to discounts, combine discounts and ensure the delivery ability.
20-24 o'clock leak detection stage
In the past few hours, the end is coming. At this time, the buyer came with the mentality of picking up the leaks, seeing what other discounts are available, and worrying about missing them. At this time, what we have to do is to increase the urgency of the event and promote buyers to buy with the help of the real-time announcement of the countdown end time.
On the day of the event, we should always pay attention to the changes in store traffic and transformation, quickly adjust the page and modify the content of the event.
5. End of activity
Double eleven is not weight. After the double eleven, it calculates the weight. In the last few days, I will continue to participate in activities to improve the daily sales ability of the store. Taobao will also habitually arrange promotional activities to help some over-stocked businesses clean up their inventory, so that there will be a very comfortable rhythm to clean up their stores in 65438+February.