20 16 What did Tmall do for the Double Eleven?

The annual large-scale promotion of "Double Eleven" Tmall Mall is officially promoted as the lowest price in the whole year, and consumers' consumption purpose and shopping mood will reach the highest point. The following is a model essay on the 20 16 Tmall Double Eleven activity plan compiled by Bian Xiao. Welcome to read the reference!

20 16 tmall double eleven activity plan 1

For Tmall's double eleven online shopping frenzy, if you want to come up with a planning scheme, it is very simple and you can do it right away. For example, the event planning scheme and the explosion plan of the product itself can all be used as planning cases.

For example, we need to make an activity planning plan now, and invest several special exhibitions in the next Double Eleven, otherwise the last one will be cost-effective. So the goal is clear, what should we do next? To put it bluntly, it is a whole process, so what is the whole process of event planning? Here, I will give you a brief introduction:

First, choose money. In other words, what goods are used to participate in activities? When choosing funds, we should fully consider how much sales will be if the activity goes up. This step is activity evaluation, because you can't take a product that has no sales in the store to participate in the activity, even if you want to go, Taobao is not allowed. So in general, the products that are active in the world are the products that sell the most in our store. After all, sales volume best shows that users are highly accepted, which essentially shows the market reaction.

Second, the activity price calculation. There are always people asking for discounts at Taobao activities. You can roughly calculate, if Taobao Xiaoer agrees, you can go to the activity, but only if you want a 50% discount, then you have to calculate it at that time. If you give a 50% discount and then pack the mail, will you lose money? How much will you lose? If not, how much can I earn? In most cases, your products have to go to activities. In terms of price, Mr. Tao Xiaoer squeezed out a lot of water. That is to say, people are well informed, and you can almost estimate the cost price of your product by looking at the pictures, so Comrade Xiao Er kept the price down. It is precisely because Comrade Xiao Er has this hobby that the initial pricing of mobile goods is very important. It is also important for you to arrange the price of the active products.

Third, in-store marketing planning. In any case, we can't waste this traffic on the last activity, so we should do a series of marketing planning in the store, such as sending it when it is full, matching the package and so on. The purpose of this is to increase the unit price of customers. Although this is a bit reluctant to customers, why, because all purchases made through activities are basically aimed at mobile products. However, there is a problem here. Just because customers don't buy it doesn't mean they can't live without it.

Fourth, transfer goods. Since we are going to participate in activities, we always have to stock up here. We can't say it's too late to go in after we sell out.

Fifth, customer service management after the activity. Students who have engaged in activities should know that your customer service work will be very important when better activities are launched. You can't always talk to the customer God. You say so much, either let other customers leave, or customers will say a few words in the evaluation after receiving the goods. You know, what he said is on display, which is always bad. Besides, even if you want to talk to God, you have no chance. Your computer has been playing conversations, and you can't even carry them yourself. Judging from my activities, computers are basically stuck at the beginning of good activities, so it is very important to write an automatic reply in advance. In this automatic reply, you should write everything you can think of, and don't be afraid of long words. The key is to answer customers' questions as much as possible.

Sixth, delivery. According to the size of the event, it is very important to pack some goods in advance, otherwise there will be more customers and your delivery speed will be slow, which will affect the rating of the store, so be sure to be clear.

Seventh, after-sales treatment. After delivery, customers receive the goods one after another. At this time, the trouble came, and there were all kinds of comments, such as what should I do if I encounter a bad review? How to solve these problems is a problem that needs to be considered.

The above is the simplest content that must be considered in an activity planning. Moreover, this is just a process. As an activity planner, you must also arrange a person to be responsible for these links, when and where to do what work, and what is the internal consultation mechanism after problems arise.

In short, if it is a planning case, we must pay attention to the integrity of the process, and the planning case must be implemented to the implementation level. You have to enter the situation, because you planned it, what kind of resources are needed to cooperate with you, what kind of situation will happen in the activity, how to solve and avoid it, and so on. And at least take preventive measures, so it is a simple planning case.

20 16 tmall double eleven activity plan 2

background

The annual large-scale promotion of "Double Eleven" Tmall Mall is officially promoted as the lowest price in the whole year, and consumers' consumption purpose and shopping mood will reach the highest point.

Purpose of the activity: to create a star product.

As a new store, it is difficult for Lu Bin to get the support of exhibition booths in shopping malls. Take this opportunity of high flow and high turnover to carry out in-store activities, stabilize old customers, increase mobile customers, improve the attention, popularity and reputation of the store, increase market share, lay the foundation for the next activities, and finally achieve the purpose of increasing sales.

Double 1 1 Create a star product

One,

The purpose of star products

Star products refer to goods with high sales volume and high popularity in commodity sales. Star products are of great significance to shops. Zhong Min Hongtai and 87 yuan's buy one get one free star products account for 40% of the total turnover and 53% of the total flow (free flow 91.3%); Hongyuanxin, 99 yuan's buy one get one free star products accounted for 49% of the total turnover, accounting for 44% of the total traffic (free traffic 88.9%); Therefore, building Lu Bin's star products can not only make the brand image have an advantage in the market, but also bring more free traffic to the store, enliven the atmosphere of the store, drive the sales of other products in the store, and improve the sales volume and brand attention rate of the store.

Double Eleven, a shopping festival known throughout the network, has a good shopping atmosphere; Using Double Eleven to create star products can shorten the time and achieve better creative results.

Through the Double Eleven, the star products of Lv Bin Store have achieved the following results: monthly sales 1 0,000 pieces (200-300 pairs-10.5 million yuan sales).

Second,

Using Double Eleven to Create Star Products

1.[ meter] option

According to the brand positioning of Lv Bin, several competitors will be established to create star products: Hongyuan Xin 99 yuan buy one get one free, Hongtai, 87 yuan buy one get one free, Senzhou 99 yuan, 90 yuan buy one get two free. Through the analysis of the packaging, quality, promotion and product weight of these products, it is decided to promote the product "Juezuo" and make it a star product.

2. Inside pages

According to consumers' understanding (office workers), in the process of product description, the concept of office tea is put forward, with health, simplicity and convenience as its selling point, which caters to consumers' needs and recreates the detailed page layout of the product.

a whoop and a holler

Data survey shows that when consumers buy products, 90% are most concerned about the sales volume and evaluation of products (the content evaluated by people who have experienced it), which determines whether to buy products to the greatest extent. Therefore, before, during and after the promotion, we must maintain the experience evaluation of the products through hype sales and evaluation, so as to better transform the consumer groups.

Speculation quantity: pre-15/day, mid-20/day and post-5/day. It's not easy to evaluate after maturity, and then brush some lists with poor coverage.

promote

After the hype is completed, it is necessary to cultivate the sales of products and gradually accumulate more sales; Have more ranking weights in search to achieve the purpose of obtaining search traffic, thus reducing the proportion of promotion traffic.

The promotion methods are as follows: drilling exhibition and through train are the main ways in the station, supplemented by activities; Outside the station, Taoke is the main one.

During Tmall Double 1 1, the shopping enthusiasm is higher and the atmosphere is better, which is a good opportunity not to be missed. During the pre-heating period of double 1 1, 20 single items were sold in a single day, and about 400 "unique" single items were sold in double 1 1 that day.

Traffic composition ratio: 80% for early promotion, 60% for middle promotion, 40% for late promotion and 20% for mature promotion. 5. Resource integration

Through star products, the store can make Lv Bin flagship store rise in the comprehensive ranking of the same industry in Taobao, so as to obtain more resources in Taobao (free/paid), gather cost-effective brand groups, Tmall points, category activities and so on to further enhance the brand image and store sales.

6. Maintenance

After the star products mature, we will maintain the sales volume of 200-300 orders per day, and carry out product packaging and quality on the basis of ensuring the flow, so as to maintain the "unique" star product image.

For consumers who have bought the "masterpiece" star products, an extra 7-color experience suit will be given to improve and encourage consumers to experience other products in the store, recommend more other products and promote sales.

After the star products are mature, we will maintain customers through Weibo, SMS, telephone and other channels, conduct CRM management for customers, increase the frequency of customers' purchase, improve brand viscosity and enhance brand image.

I. Plan of activities

Promotion mode

On the basis of the whole store discount, combined with a variety of promotional forms.

1, 10% discount for the whole audience.

2. Buy gifts-two items are specially designed for masterpieces and presidents (gifts to be determined).

3. Coupon-① Unlimited use without threshold: 10 RMB.

② Threshold of restricted use: 20 Note: Coupons are issued before the event, and only coupons with the denomination of 10 can be collected on the day of the event, and their use date is before 1 15.

4. Preferential package matching (scheme)

5. Spike

Note: ① The day of the activity is divided into two phases in the form of 10 yuan postage.

② Frequency: 11* * Kill 6 times in the same day, with 5 products each time, and the upper limit of each kill is1.

③ Time and product settings: 1 1:45, 14:45 exclusive, 20:45 exclusive to the president, 2 1:45 exclusive to the president, and 22:45 exclusive to the president.

B, activity content: spike, purpose: to create an activity atmosphere.

Seconds kill activity budget: absolutely 40*5*2=400 yuan territory128 * 5 * 2 =1President 280 yuan's exclusive use; 268*5*2=2680 yuan; Total value of event planning: 4 1 10 yuan.

(Total cost: about 2000 yuan)

Second, the flow plan

Flow composition:

1. Preheating period time:10.21-1.10.

Work content:

I. Drilling Exhibition

1. Location: the first focus of the new homepage, the banner of the homepage.

2. Process: copy editing of drilling exhibition-design and production of drilling exhibition-launching test of drilling exhibition-data analysis of drilling exhibition-optimization of drilling exhibition.

Second, through train.

1. Product release: a unique item; The president specializes in single products; Shop homepage promotion

2. Place of delivery: Guangdong, Fujian, Beijing, Shandong, Hainan and Henan.

3. Through train activity: door-to-door promotion of goods.

Third, Taoke

Main products and commission: absolute 20%; President only15%; Land reclamation10%;

Fourth, search

1. Hot search keyword search: data Rubik's cube, top ranking, Taobao home page; Double 1 1, carnival, festival grabbing and other real-time hot words.

2. Title optimization: incorporate baby titles to cover the search habits of tea consumers.

Verb (abbreviation for verb) shop alliance

1.

Alliance merchants: merchants with the same consumer group (male, with consumption age of 25-45 years old, medium and high consumption capacity and quality pursuit). ) Establish an independent page or friendly connection mode, and enjoy various resources.

2. Number of merchants: at least 4.

Sixth, micro-amoy

Promotion content: Shop Double 1 1 Promotion: spikes, coupons, gifts, etc. Combine the activity atmosphere of double 1 1.

Seven, Weibo.

1. Push content: store promotion; Single product promotion;

2. Promotion method: through the official push tool of Weibo (5 yuan/1000 times); Accurately select the push crowd.

3. Advertising design: design and send product advertisements to Weibo (process: active product-active copy-promotion content-design).

Metering input)

Third, customer service and Weibo and WeChat plans.

First, call back

A. Return visit to key customers (above 200 yuan)

B. The return visit of the first-class customers (100-200 yuan) will further classify the customers.

A. 14- 19 began to pay a telephone call back to the customers who had previously shopped all over 200 yuan (the store needs the cooperation of the front desk staff). B.10.21-1start the inspection.

First-class customer return visit (100-above 200 yuan)

Content: (The content of the phone call is about the freshness of autumn tea. When communicating, we will directly explain the novelty in autumn tea in the form of simple greetings. I hope old customers can come and have a taste. )

Remarks: 1. Customer classification-products purchased and frequency of purchase.

2. Send a text message first (send a text message to the customer first and then communicate by phone to eliminate the customer's doubts and embarrassment about strange phone calls), and the text message should be aimed at the editor.

3. 1 65438+1October1Complete all calls. And pay a return visit to key customers.

2. SMS communication (discuss with Xiao Nan and Xiao Yun) A. Send it on Friday (10. 1 1) (autumn tea new SMS) to inform old customers that autumn tea in the store is new. When they come to shop, we will give them a colorful experience and pack a box.

B. Send it on Monday (10. 14) (condolence messages will narrow the distance with old customers and show humanity) C. Send it on Monday and Saturday (10. 19) (weekend greeting messages).

(10.2 1) (store activities are launched, and the double eleven warm-up begins) D. Send it on Saturday (10.26) (weekend blessing message)

E. Send text messages to tier-one customers on Tuesday (100-200 yuan) (10.29) F. Send text messages to key customers on Friday (above 200 yuan) (11).

G. Send a message on Sunday (1 1. 10) to inform all customers to highlight shop activities (send at a reasonable time).

Three. Weibo

A. Weibo promotes autumn tea

B Weibo's content-how to taste tea, the elements of tea tasting, tea sets or brewing methods are all popular in Weibo.

C. Weibo-the popularization of tea knowledge

D Tieguanyin tea-focus on the benefits of handmade tea in shops.

E. The warm-up of the Double Eleven celebrations began.

F. The description of making tea (reflecting manual) is different from other mechanical tea making, reflecting the advantages of manual tea making.

G. double eleven promotion/store promotion-an appearance of superior products (5 yuan exhibition 1 0,000 Weibo promotions).