Model essay on Tmall store activity plan

This scheme is concrete, thorough and operable from the aspects of purpose, requirements, ways, methods and progress. I'll give you a model essay on the activity plan of Tmall Store. I hope you like it!

Model article of Tmall store activity plan 1

Purpose of the event: Double 12 is a festival that e-commerce will compete for over the years. Activities and publicity are very strong, and there are many brands participating in the activities, and the form of activities is also the highest in the whole year. As an offline shopping mall, we need to grasp the concept of "Double 12 Shopping Carnival" and launch winter clothes promotion activities in mid-June when the temperature drops. It should be more different from e-commerce in terms of activity intensity, marketing methods and field experience, thus highlighting its characteristics. Activities are integrated from department stores, supermarkets, restaurants, cinemas and online micro-stores. Give customers a unique and attractive shopping carnival experience.

Activity time: 65438+February 7th to 65438+February 2nd.

Activity content:

Discount promotion:

1, double 12 beautiful clothes: 500 yuan minus 200 yuan in autumn and winter department stores.

2, double 12 beauty cosmetics for your choice: cosmetics (Olay, L 'Oreal, L 'Oreal, dhc) are above 400 yuan and below 80 yuan. Double 12 Super Skin Care Set is as low as 30% off!

O2o (online and offline interaction), grab100000 coupons in advance!

1,100000 vouchers are snapped up for free! After the department store is discounted, the full amount will be reduced, as low as 30%!

Activity details:

1) 12 From 1 to 10, the official WeChat officially launched the ticket grabbing activity. Customers only need to pay attention to the official WeChat, click on the ticket-grabbing page, and they can choose discount gift certificates of 30 brands, and then double-click to get coupons (each coupon automatically generates a discount code).

2) Only 10 cards are allowed per person and brand.

3) On the day of double 12, customers can enjoy the discount of 50 yuan, 30 yuan and 20 yuan after the discount of the corresponding brand with the coupon discount code.

4) Only one discount coupon can be used for a receipt.

Remarks: the starting point of discount coupons is determined according to the actual customer unit price of each brand, and the full discount is borne by suppliers and shopping malls in different proportions. This activity is mainly to attract online customers to the store.

2, diaosi counterattack white, completely defeated! 0. 12 yuan, 1. 1 Yuan, 12 yuan, 120 yuan hot grab super items!

From February 7th, 65438 to February 7th, 12 and 12 can be snapped up for only 0. 12 yuan, 1. 1 yuan, 12 yuan, 120 yuan. Each model is limited while stocks last. Micro-store online payment can be successfully killed!

Single product suggestion: 0. 12 yuan (15% off for pastry king, 20% off for Hakka, 7.5% off for Yuxian and 30% off for Bread Paradise),

1. 1 Yuan (supermarket environment-friendly tableware box, handkerchief paper/strip, potato chip set, the price is around 5 yuan)

12 yuan (comfortable bath towel, 2-piece Han Hou mask, fabric furniture cute rabbit, the price is around 30 yuan).

120 yuan (comfortable quilts and pillows, the price is around 250 yuan)

Remarks: Estimated cost 1300 yuan. (Food stamps are sponsored by merchants)

Category marketing: Double 12 is a large-scale promotion activity in the shopping mall from June 5438 to February, and all categories should carry out activities (discounts or gifts). It is suggested that men's wear, women's wear, shoes, cosmetics, fine products, bedding and children's wear should all have representative brands or highlights to participate in the activities. The following four categories: single products need to be highlighted, and matching and warm recommendation need to be added in the channel light box and counter shopping guide.

1) Winter clothes (thick clothes, coats)

2) autumn and winter accessories (scarves, hats)

3) Bedding winter quilt

4) Supermarket Winter Hot Pot Festival Goods

vip marketing

Vip recruitment: Shopping mall 500 yuan can get a vip card for free if it spends more than 5,000 yuan a day, and it can be upgraded to a diamond card if it spends more than 5,000 yuan a day.

1, double 12 VIP customers are free to send: double 12 arrives at the store on the same day and can get the designated hot drink in _ _ sweetheart drink. (Opening sponsorship, free of charge)

2. Double 12 vip customers can play for free: Diamond card vip card can take children to _ _ amusement park for free.

Cultural marketing:

1, double 12, get naked and go now!

1) Play the customer's confession for free, and enjoy the sunshine in the WeChat sharing area for free.

Venue: radio station on the first floor

2) Single men and women can sign up for the "Heart to Heart" activity. Single men and women will randomly form different "hypothetical situations" for many times to participate in couples' interactive activities. Sincerely, hold hands at once!

Registration place: small stage area on the second floor

Remarks: Detailed rules of gymnastics and rules of events are attached separately.

2. Double 12, single venue and single walk (4f cinema singles day special event)

Single men and women can buy exclusive tickets for single aristocrats at the front desk, and girls can enjoy a 40% discount. Boys can get a rose when they buy tickets. Seats are randomly matched for men and women.

Activity time: 65438+February+February.

Venue: Movie Hall 1 and Hall 3 (details are subject to the specific viewing time)

Atmosphere layout:

1. Main exhibition area of the gate/category exhibition area of each floor:

The comprehensive exhibition area of fashion winter clothes follows the popular elements of autumn and winter. During the event, the simulated dialogue logo of Singles Day in the exhibition area will be added.

For example, Singles Day comes to _ _ shopping mall = diaosi hits white and other distinctive signs.

Remarks: The men's and women's department of the department store is responsible, and the display team is responsible.

2. Counters, escalators and elevators on all floors: double twelve light boxes and vertical pop racks.

Cost budget (omitted)

Remarks: Please refer to the mall logo for details of the event.

Tmall Store Activity Plan Fan Wener

A new business myth was born in the "Double Twelve" promotion: the daily transaction volume reached 936 million yuan, exceeding the total retail sales of Hongkong, a shopping paradise, and 2.6 times that of a single department store in China. In such a commercial feast, Taobao really shows the popularity of e-commerce.

Double 12 mainly comes from Singles' Day, which is an entertainment festival that spreads among young people and is proud to celebrate that they are still single ("single" means "single"). Singles' Day was born on campus, spread through the Internet and other media, and gradually formed the Double Twelve Culture. 65438+1 October 1 is a small singles day, 65438+1October1and 65438+1October1is a middle singles day, and Generally, Singles Day refers to165438+1October 1 1.

According to a sample survey conducted by the National Bureau of Statistics, the ratio of male to female at birth is nearly 120: 100, which is the highest in the world. It is estimated that by 2020, there will be 30 million to 40 million more men of marriageable age than women in China.

I. Analysis of Double Twelve Customer Groups

1, double twelve customer base segmentation:

College students, office workers, mostly between the ages of 18 and 30.

Characteristics of double twelve customer groups: single, fashionable and entertaining.

Customer needs: psychological self-mockery, entertainment, love.

Planning the status quo of resources of Double Twelve Company

Purpose of the activity: Multi-store resource integration, introducing traffic to the managed stores with the help of Double Twelve.

2. Double Twelve Resource Support

Multi-store resources, rich product lines, and the promotion and implementation team of mainstream channel communication.

General conception and deployment of "Double Twelfth Activities"

Selling point of the event:

Take in-store discount as the core selling point

Activity pages kill gifts as an aid.

Conception of active integral drainage

Because the effect of paid promotion is unpredictable, and it is difficult to collect data from various channels (for example, rebate network, cooperation mode of SNS mainstream community, and advertising space data need to be communicated and investigated with various platforms), free soft text marketing and Weibo marketing are adopted as a whole.

Flow inlet analysis:

Promote the direct drainage of traffic to the event page and the official Weibo.

(Note on Taobao store traffic jumping to Weibo: Because Taobao can't connect to the external network, it uses attention jumping to drain active pages.

Drainage mode: the store attracts customers' attention by hanging advertising pictures of double 12 activity preview in the form of preferential treatment.

Why do you want to use Weibo for traffic jump?

Conventional promotion is generally exclusive to advertisements, and it is more acceptable to promote Weibo in the form of soft articles and implants. Weibo can be operated as a long-term high-quality traffic portal, and Weibo operation can cultivate traffic portals for the following time and stores. The detailed analysis of the drainage schematic diagram is embodied in the implementation rules.

3. Planning scheme for the Double Twelve Activities

According to the current information and available promotion resources, this scheme is put forward.

Activity theme and its concept

Bachelor, there is no reason to make a 30% discount on fashion shopping.

Communication concept, with the concept of fashion bachelor (the copywriting and pictures used in promotion, including page making, all revolve around this concept) as the communication breakthrough point, and spread the activity page through various channels.

Second, the plan implementation process summary

1, _ _ month 1 1-16

Collect the materials needed for preparation and promotion (including Weibo account number, Want Want number, copy required for promotion, picture materials, etc.). ).

During the activity, the store customer service recommended the activity.

February 2007 No.65438-No.365438 +0

All promotion channels began to promote Weibo, and Weibo began to operate simultaneously.

65438 March _ _ +0 -5

Weibo started a new prize forwarding, and participating stores began to post activity preview maps to jump traffic to Weibo.

Enter the preview page to share courtesy activities, and share this page to get 5 yuan coupons.

April 6-1 1

After 17 days of forum promotion feedback data, select high-quality forums to directly promote soft pages.

Promotion homepage of each channel.

Double twelve activity product rules

30% discount on products

1 1. 1 began to hang the activity banner.

20 16 Tmall Double Twelve Marketing Plan

I. Planning before the National Day of the Twelfth National Day

At this stage, Taobao sellers mainly need to set activity goals.

Second, the implementation and deployment before the Double Twelve

1. Arrange and prepare inventory to avoid shortage of manpower and inventory;

2. The budget is clear, so as to avoid the situation of selling more and losing more (very common in previous years);

3. Decorate and create a double 12 activity atmosphere;

4. Warm up marketing in advance (SMS, Want Want Group, etc.). );

5. Card points compete for the effective traffic of the day (avoiding conflicts with big sellers).

Third, the implementation of the Double Twelfth Festival and the subsequent preparations.

First of all, we should set a double-twelve goal for our store, including turnover, conversion rate, flow rate and customer unit price. In addition, we should set a goal during the warm-up period, mainly the collection volume, the issuance volume and the activation volume of old customers, because this part of the traffic will become our independent access traffic, which is very critical.

1. Target setting basis of customer unit price:

2. The basis for setting the conversion rate target:

The extent of this range is obtained by decomposing the double twelve data of hundreds of stores of different levels in recent years, combined with Taobao big data, and has been verified by countless stores. The key point here is that we distinguish the conversion rate of each channel, not just the conversion rate of the whole store. Because the traffic ratio of each store and each channel is different, if it is not split, then the target conversion rate we set will be very strict, and we will lose the direction of optimizing the traffic of different channels.

Similarly, we should also distinguish the channels of visitors' goals. There is a "preheating collection rate", which means that if we have 100 customers coming to our store to collect money during the preheating period, then only 30 customers may arrive at the store on 12. Not all the expected collections will enter the store. Coupons will be issued during the warm-up period, and not everyone will come back on the twelfth day, only about 20% will come back. Old customers, eliminate invalid users, keep the number of effective users, and then multiply by 20%, and the site and natural flow are 2-3 times that of usual. We should arrange the through train according to the needs of our stores and measure our profit rate, and we should not blindly. During the drilling exhibition, the double twelve was badly robbed. If you don't exert your strength during the preheating period, the possibility of destroying the flow on the day of the double twelfth is very slim.

3. Double twelve target decomposition tool table:

First of all, in the first part, we fill in the original real data of the store as a reference; Secondly, let's do a double twelve goal decomposition, and the decomposition method can be carried out according to what I said above; Finally, we need to make a decomposition table of preheating before double twelve. The figure in the red box in the upper right corner is 30,000 yuan for our Double Twelve Goals, and the red box at the bottom is our promotion budget during the warm-up period 14250 yuan. Plus the red box in the middle, you have to pay for the introduction of 1259 traffic on the day of the double twelfth. According to the prevailing era of PP network, I believe everyone is familiar with Taobao's brush machine, so how to brush Taobao's brush machine?

Is Taobao brushing a part-time job reliable? Is there a good brushing platform? In view of the needs of the majority of netizens, I recommend a very professional and reliable brushing platform-Shrimp Tao Tao, which can reassure merchants and customers. Meta-calculation cost 1259 yuan. Then we come to a conclusion that we can still lose money, which proves that our goal of 30 thousand yuan is reliable, neither too high nor too low.

4. Tmall Double Twelve Marketing Strategy

Star+live broadcast

Double 12 party star lineup+matrix live broadcast, creating super IP, shouldering the heavy responsibility of attracting new customers and improving the overall traffic and attention of the platform.

At the launch conference of Tmall Double 12 Carnival Night held today, Hong Ying, general manager of Ali Fish, said that this year's party will introduce a more international star lineup, and the entertainment section of Ali Group, including Heyi Group (Youku Tudou), Tmall Box, Xiami Music, UC Headline, Tmall Client, Gaode Map and other platforms, will form a linked live broadcast matrix of the party, so that the double 12 carnival night will be combined.

At the same time, this year's double 12 party will launch live mobile TV multi-screen interaction, and all the hard and wide income of the party will be given back to consumers, so that consumers can "watch advertisements and grab red envelopes".

All of the above shows that Ali is sparing no effort to attract TV and Internet users and find new traffic.

It is understood that last year's double 12 party had a huge pulling rate for new customers, with the average daily growth of new customers increasing by 3 times and the peak growth of 18 times. This amazing traffic acquisition ability is the cornerstone to ensure that Ali finally reached the top of 91200 million last year, and it is also an important support for Ali's performance growth in the next fiscal year.

In May this year, when Ali Fish made its first public appearance, the person in charge of Ali Fish said that among the shops involved in IP-related sales, the proportion of new customers consumed by Tmall reached more than 70%, indicating that e-commerce IP has strong ability to pull new products and IP powder absorption, and e-commerce has strong ability to feed back IP.

It is based on this trend that Ali established Ali Fish, which is specifically aimed at the IP realization platform of 654.38 million+merchants. This year, Hong Ying, general manager of Ali Fish, is also the master planner of the Double 12 Carnival Night.

It is understood that shanghai jahwa finally won the naming right of the 20 16 Tmall Double 12 party for 80 million yuan. Zhejiang Satellite TV will become the official cooperative TV station this year, and Major General Kuaizuihua will be the host.

Personalized recommendation

Taobao Forum believes that personalized recommendation by thousands of people is a weapon for Tmall to improve traffic conversion rate this year.

The application of "thousands of people and thousands of faces" Ali nuclear weapons to merchant stores is of great significance for merchants to enhance traffic value and conversion rate and provide differentiated marketing and services for consumers.

At the communication meeting of clothing merchants, the person in charge of Ali clothing introduced that this year's thousand people will be decomposed into arterial, venous and capillary flow distribution. Among them, the main venue and the sub-venue are thousands of people at the arterial level. The important task is to greatly reduce the overall bounce rate and ensure the growth of the whole platform without damaging the traffic and sales of big merchants; Guess thousands of people who like shopping guides and have good goods, the key point is to greatly improve the efficiency of shopping guides; Thousands of stores, details and micro-amoy focus on improving the overall operational efficiency of the store.

It is understood that merchants can use Juxingtai to personalize the products, pictures and advertisements of the store. Ali said that merchants should focus on the submission of personalized materials and report all the products participating in the double 12 to the system.

Earlier, at the waist business meeting, Ali also said that in this year's double 12 preparation, it is recommended that waist sellers focus on product selection and personalized gameplay. The personalized performance of merchants will be used as the entry standard, including the submission of photo materials, the exposure and transformation of goods, and the breadth of trading dimensions.

Omni-channel strategy

Omni-channel is the refreshing position of this year's double 12 sales, supporting more than 60, emphasizing delivery to the store.

Since last year, some dual 12 brands have begun to try to get through all channels. In the past year, Ali spared no effort to brainwash the brand and let online and offline get through; On the other hand, large brands are also trying their best to open up online and offline products and membership systems to realize online ordering and store distribution. For example, brands with dense store layout such as Ganoderma lucidum Group, GAP and Uniqlo tried to get through online and offline in the past year, and Taobao brands born online such as Inman also opened offline stores.

In fact, online and offline channel sales have encountered bottlenecks, especially in clothing categories. The offline natural experience lacks traffic, and it is difficult to increase the customer unit price due to the lack of online experience. In order to find new growth points, it is the common pursuit of brands and Ali and other e-commerce platforms to open up online and offline, and to increase user experience and convenience, so that online and offline users can drain each other, stimulate consumption and achieve growth.

This year's double 12, for clothing categories, Ali particularly emphasized the omni-channel strategy. According to Ali, at present, more than 30 services have been opened, and it is expected that more than 60 services will be opened as support services, giving traffic tendency.

According to industry insiders, the annual double 12 is not only the guarantee of Ali's performance in that year, but also an important direction for Ali's growth in the next fiscal year. In the past year, Ali's omni-channel brainwashing effect on the brand was not significant. Tmall's Meow Street only stays at the level of cooperation with offline department stores and fails to really get through to the brand level. Taking the immediate interests of double 12 as bait is also the usual trick of Ali's online and offline win-win brand.

Cross-store linkage and traffic conversion

Push multi-threshold cross-store full discount gameplay to enhance promotion linkage and traffic conversion.

It is understood that this year's double 12 marketing gameplay includes platform level, industry level and merchant tools. At the platform level, there will be full return and double 12 shopping vouchers full reduction activities; At the industry level, there will be pre-sale and flower bud staging; Merchants themselves have a variety of ways to play, such as buying n-free 1, matching treasures, gift treasures and special treasures.

A person in charge of a clothing brand who participated in the business communication meeting revealed that all single stores are free tools, and the corresponding venues will be provided in the second half of the Double Twelve, and Ali will give traffic support.

It is understood that in Taobao 66 promotion, I tried a cross-store red envelope promotion game.

Stocking is mainly based on new styles in autumn and winter, with the same model in the shopping mall.

At the communication meeting of clothing merchants, the person in charge of Ali clothing stressed that this year's double 12 stocking requires merchants to focus on the 20 16 autumn and winter new models, emphasizing the same proportion in shopping malls.

Lan Qi, head of integrated marketing of Tmall clothing, said that in 20 15 pairs 12, the turnover of autumn and winter clothing accounted for 60% of the total turnover, and the main payment of Top accounted for half of the turnover. This year's double 12 products will still be mainly seasonal products. It is recommended that merchants make full preparations for the payment and payment of the store owner before the event.

Tmall Global Trend Festival will be the main focus of fashion direction during the pre-heating period of Double Twelve.

Model essay on the activity plan of Tmall No.3 store

I. Purpose of the event

1, grasp the 520 promotion online shop to plan business opportunities to make customers feel fresh and stimulate consumption desire;

2. Increase the number of online shop views to attract new customers;

3. Establish the reputation of online stores and enhance customer loyalty;

Second, the activity time

20__ (ten days in advance) May10 —— 20 _ _ (ending on May 20th)

Third, the theme of the event

I love you, filar silk heart.

Fourth, the active object.

For female customers aged 20 to 30.

Verb (abbreviation of verb) activity content

"I love you, filar silk heart" special event

Buy a reality show, share the beauty and win a gift!

1 Share the prize: upload the real-life pictures that the baby tried on, write down his inner feelings and show off his beautiful legs.

(Everyone has a prize)

2 Lucky Advent Award (monthly 1)

3 Loyal Customer Award (end of year 1)

Popularization of intransitive verbs

1, key time for publicity: 2 days before the event; 0 days after 65438+520;

2. Publicity means: Once the target audience is determined, it will be spread through appropriate channels, such as Taobao Want Want message, signature document, baby topic, announcement, QQ, blog, Weibo, post bar, help, forum, WeChat, etc.

VII. Work before promotion

1. Supply problem: determine the products to be promoted and prepare enough goods. Different products should be promoted in different ways. In addition, for discounted goods, for example, large products should be selected as promotional goods. During the promotion period, the sales of goods will be faster than usual, so adequate stocking is a guarantee.

2. Do a good job in after-sales service: the increase in order volume brings many after-sales service problems, and fully communicate and coordinate with customers to ensure the satisfaction of each customer.

3. Determination of customer groups: find suitable consumer groups and formulate targeted promotion programs.

Model essay on the activity plan of Tmall No.4 store

I. Purpose of the event

1. Seize the business opportunities planned by online promotion stores for Qixi Valentine's Day, so as to make customers feel fresh and stimulate consumption desire;

2. Increase the number of online shop views to attract new customers;

3. Establish the reputation of online stores and enhance customer loyalty;

Second, the activity time

August 20th _ _ (ten days in advance)-August 20th _ _ (Tanabata ends)

Third, the theme of the event

I love you, filar silk heart.

Fourth, the active object.

For female customers aged 20 to 30.

Verb (abbreviation of verb) activity content

"I love you, filar silk heart" special event

Buy a reality show, share the beauty and win a gift!

1 Share the prize: upload the real-life pictures that the baby tried on, write down his inner feelings and show off his beautiful legs.

(Everyone has a prize)

2 Lucky Advent Award (monthly 1)

3 Loyal Customer Award (end of year 1)

Popularization of intransitive verbs

1, key time for publicity: 2 days before the event; 0 days after 65438+520;

2. Publicity means: Once the target audience is determined, it will be spread through appropriate channels, such as Taobao Want Want message, signature document, baby topic, announcement, QQ, blog, Weibo, post bar, help, forum, WeChat, etc.

VII. Work before promotion

1. Supply problem: determine the products to be promoted and prepare enough goods. Different products should be promoted in different ways. In addition, for discounted goods, for example, large products should be selected as promotional goods. During the promotion period, the sales of goods will be faster than usual, so adequate stocking is a guarantee.

2. Do a good job in after-sales service: the increase in order volume brings many after-sales service problems, and fully communicate and coordinate with customers to ensure the satisfaction of each customer.

3. Determination of customer groups: find suitable consumer groups and formulate targeted promotion programs.

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