5 Home Appliances Double Eleven Event Planning Plans

During the Double Eleven Shopping Carnival, the home appliance industry has also launched promotional activities to attract consumers. How to write an event planning plan? Here is what I have compiled for you: Home Appliance Double Eleven Event Planning Plan, Welcome Please refer to the planning book section for more information! Home appliance Double Eleven event planning plan (1)

Activity background: Double Eleven has quietly entered our field of vision, and has been built into a An unprecedented festival. With the strength of online e-commerce companies such as Taobao, JD.com, and Suning.com, it has become difficult for offline physical stores to operate. As for the compression of living space of physical stores, we must keep up with the pace of e-commerce and do better.

Purpose of the event: Establish a good relationship between merchants and customers, build a reputation in the local area, and increase sales of electrical appliances

Target group: Local users

Organized Party: xx Electrical Appliance Sales Co., Ltd.

Specific content of the activity:

1. Tell me your troubles:

In the process of using small household appliances, there are Many small problems and glitches occur frequently, but customers cannot solve them. Even if they contact the merchants, they cannot be properly solved. Therefore, to hold such an event, customers only need to express their confusion loudly, while the merchants only need to A dedicated person is needed to record and deliver small gifts. Such as nail clippers, laundry, etc.

2. Trade in the old for the new

Everyone is nostalgic for the old. To make consumers "like the new and hate the old", the best way is to trade in the old for the new. At this point, the battery car industry has done the best and can be imitated. In fact, the electrical appliance industry can also be used. Small household appliances, TVs, refrigerators, etc. can be traded in for new ones.

3. Issue VIP cards

In order to increase user stickiness and speed up the transaction rate, VIP cards can be issued for different brands; while promoting, the user's choice space can be reduced. The specific operation is as follows: For example, if a user purchases a larger Haier product, a Haier VIP card will be issued. If the user continues to purchase electrical appliances of that brand, he or she will enjoy certain discounts.

4. Send cash coupons

This can be learned from the practices of some clothing cities. For example, if you buy 900 yuan of clothes, you will be given a 90 yuan shopping coupon, and the minimum consumption and usage time limit are stipulated, so that you can Bundled consumption means that users pay for purchases again and again in order not to waste the shopping coupons in their hands.

5. Selection of the most beautiful housewives

In China today, business promotions are the same, nothing new, and even more impersonal. Therefore, have a live competition, such as using small appliances such as soy milk machines and fried eggs, to make your morning. I believe it will attract a lot of people's attention. It is both innovative and can make people feel the warmth of home.

6. Give gifts to newlyweds

Double 11 is approaching the end of the year, and many newlywed families choose to buy home appliances at this time. At this time, holding wedding gift-giving activities is both timely and appropriate.

Activity summary:

Double 11, although it is called Singles’ Day, people still hope for a happy family and a happy family. Therefore, it is most appropriate to make specific promotional arrangements with the theme of warm home. Home Appliances Double Eleven Event Planning Plan (2)

1. Robam Electric: Double 11 has great potential and strives to "break 100 million"

Merchants in many categories have expressed their expectations for this year's Double 11. However, the kitchen appliance brand Boss Electrical Appliances told Fashangji.com that this year’s Double 11 has great potential, and the company has internally set a sales target of over 100 million yuan. “Breaking 100 million” means that Robam Electric’s sales on Double 11 this year will triple from last year’s. But for this high goal, Boss Electric is full of confidence.

Rambus Electronics stated that the company is very optimistic about this year’s Double 11 event and has started stocking up since August. In terms of traffic import, we cooperated with Tmall to carry out showcase activities online, and also carried out various event marketing activities offline, both to build momentum for Double 11.

2. Puppy Electric plays a foreplay with its "High Repair" service as a gimmick

Internet small home appliance brand Puppy Electric stated that its overall inventory for Double Eleven this year is about 150 million, and its strategy It is a staggered Double 11 event, releasing part of the sales in advance, and adding a unique after-sales service model - "Hi Repair" to the event.

It is reported that Puppy Electric’s Double Eleven promotion has started its “foreplay” in mid-October. From October 15th to October 31st, three flash sale products will be launched every day. From November 1st to November 10th, a series of coupons, flash sales, draws, discounts, purchases and other activities will be launched.

Puppy Electric pointed out to Fashangji.com that most of the Double 11 this year’s firepower was concentrated on the Tmall platform, accounting for about 60% of the investment, followed by JD.com and Vipshop. In addition, investment in wireless terminals also accounts for about 40% of the total expenses, and product planning and marketing plans will also be different from previous years.

3. Yijia Water Purification: Three major platforms are launching lightning installations at the same time

Water purifier vertical B2C Yijia Water Purification will be launched on the three major platforms of the only website, JD.com and Tmall At the same time, the Double Eleven promotion event will be launched. In addition to discounts on product prices, this year will focus on installation services and subsequent user maintenance.

This year’s Double Eleven, these 11 Tmall stores will participate together. At the same time, it has also launched the Double Eleven banner on its only website and JD.com, and all offline stores will also carry out promotions simultaneously. On the three major platforms of Weiwei.com, Tmall and JD.com, the placement ratio is about 2:1:1, and the overall stocking scale is about 30 million to 50 million.

4. Haier: Playing the nostalgia card, showing off old photos and trading in new devices

Haier Electric has moved its “old for new” activity to the Internet. At present, in Haier’s only flagship store, you can already see the “Crazy Renewal” entrance posted by Haier.

According to Haier, this "old for new" campaign is aimed at users of Haier washing machines. The so-called "old for new" actually means "sending an old phone for a new one." There is no need to recycle the old machine to participate in the event. Users only need to take two photos of the old washing machine, one from the front and one with the logo, and send them to the designated email address of the event to receive a 1,000-1,500 replacement coupon.

5. LG’s “Tianji Horse Racing”: Avoid the fierce competition from black appliances

LG’s only flagship store participating in Tmall’s Double 11 will focus on white appliances (appliances that replace users’ housework) products), and strives to create a one-stop shopping experience for home appliances.

LG operator Xinqitian said that last year’s Double 11 was subject to the logistics system, making it difficult to distribute large white goods. After the Cainiao 3W system is opened this year, it will help white appliance products to give full play to their own advantages. Home Appliances Double Eleven Event Planning Plan (3)

Double Eleven has quietly entered our field of vision and has been made into an unprecedented grand festival by e-commerce companies. With the strength of online e-commerce companies such as Taobao, JD.com, and Suning.com, it has become difficult for offline physical stores to operate. As for the compression of living space of physical stores, we must keep up with the pace of e-commerce and do better.

Purpose of the event: Establish a good relationship between merchants and customers, build a reputation in the local area, and increase sales of electrical appliances

Target group: local users

Hosted Party: xx Electrical Appliance Sales Co., Ltd.

Specific content of the activity:

1. Tell me your troubles:

In the process of using small household appliances, there are Many small problems and glitches occur frequently, but customers cannot solve them. Even if they contact the merchants, they cannot be properly solved. Therefore, to hold such an event, customers only need to express their confusion loudly, while the merchants only need to A dedicated person is needed to record and deliver small gifts. Such as nail clippers, laundry, etc.

2. Trade in the old for the new

Everyone is nostalgic for the old. To make consumers "like the new and hate the old", the best way is to trade in the old for the new. At this point, the battery car industry has done the best and can be imitated.

In fact, the electrical appliance industry can also be used. Small household appliances, TVs, refrigerators, etc. can be traded in for new ones.

3. Issue VIP cards

In order to increase user stickiness and speed up the transaction rate, VIP cards can be issued for different brands; while promoting, the user's choice space can be reduced. The specific operation is as follows: For example, if a user purchases a larger Haier product, a Haier VIP card will be issued. If the user continues to purchase electrical appliances of that brand, he or she will enjoy certain discounts.

4. Send cash coupons

This can be learned from the practices of some clothing cities. For example, if you buy 900 yuan of clothes, you will be given a 90 yuan shopping coupon, and the minimum consumption and usage time limit are stipulated, so that you can Bundled consumption means that users pay for purchases again and again in order not to waste the shopping coupons in their hands.

5. Selection of the most beautiful housewives

In China today, business promotions are the same, have nothing new to say, and are even less impersonal. Therefore, have a live competition, such as using small appliances such as soy milk machines and fried eggs, to make your morning. I believe it will attract a lot of people's attention. It is both innovative and can make people feel the warmth of home.

6. Give gifts to newlyweds

Double 11 is approaching the end of the year, and many newlywed families choose to buy home appliances at this time. At this time, holding wedding gift-giving activities is both timely and appropriate.

Activity summary:

Double 11, although it is called Singles’ Day, people still hope for a happy family and a happy family. Therefore, it is most appropriate to make specific promotional arrangements with the theme of warm home.

Home Appliances Double Eleven Event Planning 1. Boss Electrical Appliances: Double Eleven has great potential and strives to "break 100 million"

Merchants in many categories have expressed their "indifference" to this year's Double Eleven. ", but the kitchen appliance brand Robam Electric told Fashangji.com that this year's Double 11 has great potential, and the company has internally set a sales target of over 100 million yuan. "Breaking 100 million" means that Robam Electric's Double 11 sales this year will triple from last year's. But for this high goal, Boss Electric is full of confidence.

Rambus Electronics stated that the company is very optimistic about this year’s Double 11 event and has started stocking up since August. In terms of traffic import, we cooperated with Tmall to carry out showcase activities online, and also carried out various event marketing activities offline, both to build momentum for Double 11.

2. Puppy Electric plays a foreplay with its "high-repair" service as a gimmick

Internet small home appliance brand Puppy Electric stated that its overall inventory for Double Eleven this year is about 150 million, and its strategy It is a staggered Double 11, which releases part of the sales in advance and adds a unique after-sales service model-"Hi Repair" to the event.

It is reported that Puppy Electric’s Double Eleven promotion has started its “foreplay” in mid-October. From October 15th to October 31st, three flash sale products will be launched every day. From November 1st to November 10th, a series of coupons, flash sales, draws, discounts, purchases and other activities will be launched.

Puppy Electric pointed out to Fashangji.com that most of the Double 11 this year’s firepower was concentrated on the Tmall platform, accounting for about 60% of the investment, followed by JD.com and Vipshop. In addition, investment in wireless terminals also accounts for about 40% of the total expenses, and product planning and marketing plans will also be different from previous years.

3. Yijia Water Purification: Three major platforms are launching lightning installations at the same time

Water purifier vertical b2c Yijia Water Purification will be launched on the three major platforms of the only website, JD.com and Tmall At the same time, the Double Eleven promotion event will be launched. In addition to discounts on product prices, this year will focus on installation services and subsequent user maintenance.

This year’s Double Eleven, these 11 Tmall stores will participate together. At the same time, it has also launched the Double Eleven banner on its only website and JD.com, and all offline stores will also carry out promotions simultaneously. On the three major platforms of Weiwei.com, Tmall and JD.com, the placement ratio is about 2:1:1, and the overall stocking scale is about 30 million to 50 million.

4. Haier: Playing the nostalgic card, showing off old photos and trading in new devices

Haier Electric has moved the "old for new" activity to the Internet. At present, in Haier’s only flagship store, you can already see Haier’s “Crazy Renewal” entrance.

According to Haier, this "old for new" campaign is aimed at users of Haier washing machines. The so-called "old for new" actually means "sending an old phone for a new one." There is no need to recycle the old machine to participate in the event. Users only need to take two photos of the old washing machine, one from the front and one with the logo, and send it to the designated email address of the event to receive a 1,000-1,500 replacement coupon.

5. LG "Tianji Horse Racing": Avoiding the fierce competition from black electricity

LG's only flagship store participating in Tmall Double 11 will focus on white goods (appliances that replace users' housework) products), and strives to create a one-stop shopping experience for home appliances.

LGG operator Xinqitian said that last year’s Double 11 was subject to the logistics system, and large white goods were not easy to distribute. After the Cainiao 3w system is opened this year, it will help white appliance products to give full play to their own advantages. Home Appliances Double Eleven Event Planning Plan (4)

Event theme: Low-price storm, everyone is grabbing it (Dear, did you buy it?) Event time: November 9, 2017 - November 11, 2017 Daily activity content:

Event 1: 50% off the entire site, the ultimate carnival (November 11, 2017)

From 10:00 on November 11, 2017, 50% off the entire site, A low-price storm sweeps across the city!

(Note: Be sure to involve the entire audience to achieve a cluster effect.)

Activity 2: Shopping with gifts and luck (November 9, 2017 (Sunday - November 11) All customers who shop at XXXX during the event and the amount of a single payment exceeds 11 yuan can participate in the lucky draw.

First prize: 1 winner: a brand smartphone worth 1111 yuan; second prize: 2 winners: a XX supermarket shopping card worth 111 yuan; third prize: 6 winners: a vacuum insulated cup worth 60 yuan; fourth prize: 20 The Mingxinxiang Seal Paper is worth RMB 30 per mention, and 2,000 participants will be awarded an exquisite gift worth RMB 2 each

(Note: The draw is an instant scratch-off card, and the gifts are presented in kind.)

Event: Double the sweetness of the festival for one person (November 11, 2013). Get 2 lollipops for 1 yuan with a purchase of 11 yuan or more (2 yuan/piece, 200 copies). 2 lollipops with a purchase of 111 yuan or more. 11 yuan for 2 boxes of chocolates (25 yuan/box, 40 pieces) (limited sweets, while supplies last.) Estimated event costs:

1. The estimated cost of the lottery scratch card is 1,000 yuan, and the prize cost is 8,000 yuan, a total of 9,000 yuan.

2. Double sweet activity, the estimated cost of the activity is 1,500 yuan. 3. The cost of posters and advertising is 5,000 yuan. The estimated overall cost of this event is 15,500 yuan.

(Note: The 7,000 yuan for the event can be shared by the merchants. The shared expenses will be negotiated with the merchants in the early stage of the event to facilitate the smooth development of the event.) Promotion of the event:

1. Advertising, using newspapers Release 2 issues 3-5 days in advance.

2. Combine large-scale facade advertising with supermarket DM sheets to make it eye-catching and attract customers.

3. Use supermarket broadcasts and off-site promotions to increase publicity.

4. Use floor stickers, hanging flags and publicity signs, plus festive music to create a good event atmosphere. Home Appliances Double Eleven Event Planning Plan (5)

1. Activity Overview

The event is the seventh Double Eleven of Alibaba Group after the Double Eleven in 20xx. Today, "Double 11" is not only a carnival for Tmall or Alibaba, but also a carnival for the whole people.

At the same time, the 20xx Taobao and Tmall Double 11 main sub-venues have added a seller promotion rule test on the entry threshold, in addition to audition registration, setting up store red envelopes, store full discounts, and setting up the acceptance page.

In 20xx, Taobao and Tmall Double 11*** will set up 1 main venue, 31 sub-venues (including 12 special venues), and 25 large promotion outside venues. All venues will continue to use the horse racing promotion mechanism and arrange display positions based on the seller's overall store transaction performance. In addition, 20xx Taobao and Tmall Double 11 also provided traffic incentive plans for merchants, and also increased penalties for illegal sellers. Of course, I will also update the specific details of Double 11 red envelopes as soon as possible. If you want to buy (duo), buy (duo), buy (duo) better, you can’t miss it. So please put us in your favorites~

2. Event registration conditions

For merchants, the most urgent thing to know is how to register for the 20xx Double Eleven event? What qualifications are required? Next, I will introduce to you in detail the necessary requirements for registration at the 20xx Taobao Double Eleven venue.

First of all, all sellers who register for the audition and pass the review can register to participate in the main branch venue. There is no need to participate in the audition for off-site registration; secondly, merchants who participate in the registration must complete the promotion risk and safety examination; finally, merchants You must also complete the store red envelope settings, store full discount settings (outside venues are not mandatory), and acceptance page settings to successfully enter the branch venue. There is no need for merchants to register at the main venue, and the best merchants will be selected through branch venues through merchant "horse racing".

3. Event schedule

On September 14, the 20xx Taobao and Tmall Double Eleven activities began to be promoted.

From September 15th to September 30th, merchants participating in branch venues will begin audition registration (only those who pass the audition can register for the Double Eleven venue).

From October 8th to October 23rd, registration will be held at sub-venues and 20xx Taobao Double 11 offsite. At the same time, merchants must complete the settings of store red envelopes and store full discount activities. During this period, the "Double Eleven Press Conference", "Product Registration", "Main/Sub Venues" and "Horse Racing Mechanism" will be held.

On October 31, the registration results will be announced at the branch venue.

From November 1st to November 10th, the 20xx Taobao and Tmall Double 11 activities entered the warm-up stage. Among them, from November 1st to November 7th, sellers can carry out product adjustment, inventory adjustment, pre-sale/marketing, customer awakening, etc. From November 8th to November 10th, product operations, inventory operations, shopping cart favorites operations, Double Eleven party, etc. are prohibited.

On November 11, the 20xx Taobao and Tmall Double Eleven events were officially launched, and Double Eleven products went on sale. Merchants carry out specific inventory replenishment, pre-sale balance payment, order placement and supply chain guarantee.

After Double Eleven, that is, on November 12, all operations will be resumed, shipments will continue, goods will be delivered, and services will be launched.

4. Introduction to event venues

The 20xx Taobao Tmall Double Eleven event has a total of 32 venues: 1 main venue, 31 branch venues (including 12 special venues), and there are also 25 large promotion outfields and separate Taoke venues.

20xx Taobao Double 11 Industry Branch Venue Women's Clothing Men's Clothing Women's Shoes Men's Shoes Beauty Care Sports Outdoor Bags Underwear Accessories Jewelry Pets Maternity and Infant Products Children's Clothing Toys Mobile Phones Digital Home Appliances Home Furnishings Department Stores Food Car Accessories Global Shopping Game

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All venues feature different products and merchants from 19 sub-venues (as shown in the picture above). They are: women's clothing, men's clothing, women's and men's shoes, beauty and care, sports and outdoor, bags, underwear accessories, jewelry and pets, maternal and infant products, children's clothing and toys, mobile digital phones, home appliances, furniture, home decoration, department stores, gourmet food, and auto parts. , games, global shopping. Merchants need to pass the big promotion exam, complete the store red envelope settings, full discount activity settings, and acceptance page settings, and meet other requirements of the branch venue before they can participate in the Double 11 event at the venue.

(More details about the venue, I will update later)

5. Activity gameplay

In this year’s Taobao and Tmall Double Eleven gameplay, the must-have gameplay for the sub-venues is: Settings Store red envelopes (red envelopes are applicable to all store products); set up a store with full discounts (second-hand cars, Aifengshang, and virtual venues will not participate); decorate the store acceptance page (if there is no decoration, the system defaults to the big promotion template, which can be used from October 19 Start decorating). The must-have gameplay in the outfield does not include the store refill activity setting. In addition to the above gameplay, the Taobao platform also provides 50% off the main venue, "11.11" shopping coupons, daily specials, gold coins, auctions, Taobao Tmall loan applications, store micro-poster releases, store upgrades, etc. More gameplays have not been officially announced yet and will be updated later.

6. Event Party Exposure

According to media reports, on the evening of November 10, 20xx, Alibaba will join hands with its partners to host the 20xx Taobao Tmall "Double 11" Carnival Party. It was directed by the well-known director Feng Xiaogang and was simultaneously broadcast live around the world. By then, many big-name celebrities will be invited to the event. According to reports, within Alibaba, this party has been called the "Double 11 Spring Festival Gala". At the same time, Alibaba CEO Zhang Yong revealed that although big-name celebrities will appear at the party, this party is not just a variety show, but should reflect the characteristics of e-commerce and allow the audience to interact. As an e-commerce seller who is already preparing for the 20xx Double 11, are you ready? Let your products and brands be exposed.

7. Privileges of event sellers

It is understood that for the "event products" and "event merchants" participating in the 20xx Taobao Tmall Double 11 (Double Eleven) event, Taobao Additional privilege support will be provided:

1. "Activity products" will receive traffic support in the warm-up, sub-venues, and outdoor venues of this Double Eleven promotion

2. "Activity products" "You will have the site's focus picture, shopping cart, favorites, Dingtong, and enjoy additional priority display opportunities or identification privileges in the recommendation system

3. "Active products" will also have the opportunity to be displayed in the Taoke venue , to obtain additional off-site traffic.

8. Activity traffic resources and financial support

In the 20xx Taobao Tmall Double Eleven event, Taobao will provide traffic resource support to merchants: 1. Taobao homepage focus image , Dingtong guide picture, belt resource position, banner resource position, industry channel homepage focus picture and other good locations; 2. Wireless mobile Taobao and Pad Taobao will fully support Double Eleven Taobao activities; 3. Popular markets such as gold coins Products on sale will be revealed; 4. Off-site traffic from Taoke; 5. Paid traffic from diamond booths and through trains.

In addition, during the period when merchants are preparing for the 20xx Double 11, merchants other than Tmall International can obtain a temporary increase in loan amounts; MYbank will also work with Taobao to reduce interest rates to provide merchants with more affordable funds. At the same time, the Double Eleven exclusive product "Big Promotion Loan" and more financial service products of MYbank will also be customized for merchants.