Tell me about the promotion ideas in your eyes?

Sales is the core goal of e-commerce operation, so an important part of e-commerce operation is to sell goods, sell more goods to more users, sell more goods to users, and sell more expensive goods to users. Promotion activities are one of the main ways for e-commerce to sell goods. Activity operation refers to the systematic development of one or a series of activities around enterprise goals, including the whole process of stage planning, target analysis, game design, material production, activity preheating, activity release, process execution, activity end, post-fermentation, and effect evaluation. In the new media operation, the reason why we should pay attention to the activity operation is that the activity operation can quickly improve the operation effect-daily work such as Weibo publishing, WeChat official account publishing, product data analysis and so on. , can make the enterprise's new media run stably; Developing new media activities in stages can make the operation effect improve rapidly in a certain period of time. I. The goal logic of promotional activities The goal of promotional activities is GMV sales, which can be broken down into: sales = number of consumers * customer unit price * consumption frequency. The number of consumer users is the basis, the effective consumption scale of e-commerce products, and the users who have undergone consumption transformation. The basic goal of promotional activities is to let more users transform consumption and increase the number of consumer users. Customer unit price is the average amount of user orders, which reflects the purchasing power of users. The customer unit price can be further decomposed into the quantity of goods ordered * the average unit price of goods. Therefore, there are two ways to increase the unit price of customers in promotional activities: one is to let users buy more goods, and the other is to let users buy goods with higher unit price. Consumption frequency can also be understood as repurchase rate, which reflects the loyalty of users. The higher the purchase frequency, the greater the consumption value contributed by ordinary users, and the gameplay of promotional activities can also effectively improve the consumption frequency of users. Above, there are three main ideas in the design of promotional activities: improving the user conversion rate and bringing more consumer users; Increase the number of goods consumed by users and the unit price of goods, bringing higher customer unit price; Improve user retention and repurchase, and bring higher shopping frequency. Of course, promotional activities usually conform to the above ideas. Every promotion activity hopes to promote user conversion by promoting users, and then further consider improving user unit price and shopping frequency. The design of promotional activities includes goods, discounts and games. Commodities and discounts are the basis, which can meet users' consumption needs and promote consumption transformation. Gaming is a tool to amplify the value of activities and guide users' behavior, which may be buying more, buying more expensive or buying more times. Second, the common gameplay of promotional activities According to the objectives, focus and formal characteristics of promotional activities, the gameplay of common promotional activities can be divided into three types: 1. There are direct rules for promotion and conversion promotion. The threshold for users to enjoy the promotion discount is low, which is effective for single products. It is mostly used to stimulate users to quickly convert consumption or cultivate their consumption expectations and habits. It can be further divided into direct subsidy activities and spike group activities. Direct subsidy activities directly provide price concessions for a specific range of goods, users unconditionally enjoy commodity concessions, and enhance users' conversion consumption through price advantages, which is suitable for high-budget subsidies or small-scale subsidies. However, such promotional activities need to focus on strengthening the strength and authenticity of price concessions. Through multi-person team battle and limited-time spike, spike group activities shape the scarcity and urgency of commodity concessions and strengthen the price advantage, which is suitable for short-term promotion or low-priced commodity promotion. This kind of promotional activity needs to pay attention to the user's participation threshold and control the user's expected hair reduction behavior on the basis of ensuring the preferential strength. 2. The focus of customer promotion and promotion activities is to promote the number or amount of customers' consumption with promotional offers, which will lead to the increase of users' order amount. It is also the most common type of e-commerce promotion activities, and the forms of play are also richer, which can be divided into full reduction and full reduction, full reduction and full gift plus purchase activities. Full reduction and full reduction activities limit the threshold for users to enjoy preferential treatment. Only after a single order reaches a threshold amount can they enjoy the promotion discount. For example, if you subtract 30 yuan from 200 yuan, you can enjoy a 20% discount for 300 yuan. Generally speaking, there are more full discount scenes, which are suitable for middle and high-priced goods, and there are fewer full discount activities, which are more suitable for middle and low-priced goods. When users participate in the promotion activities of full reduction and full reduction, they will have the psychology and behavior of "collecting orders" to reach the preferential threshold, but there is also the risk of giving up buying when it is difficult to collect orders. When designing, it is necessary to reduce routines and provide commodity selection in multiple price ranges. The whole preferential activity is to limit the number of goods that users can enjoy preferential treatment, and then increase the number of goods and the order amount consumed by users, such as 20% discount for over 3 pieces, free for over 5 pieces 1 piece, and 3 pieces for 99 yuan. This kind of activity is suitable for commodities with high frequency consumption and hoarding characteristics, which can quickly increase the sales volume of commodities through quantitative advantages and share the cost of performance. The number of preferential activities should be set in line with the user's consumption cycle and habits, and quantity should not be blindly pursued. Full gift plus purchase activities increase the number of times or total price of users' consumption by increasing gifts or purchase discounts. Adding gifts and purchasing products provides opportunities for differentiation, increases the interest of promotional activities, and helps to enhance users' participation motivation, such as adding xx 200 yuan, adding xx 5 pieces, and exchanging xx for 500 yuan 1 yuan. Gifts and exchange determine the attraction of such activities. Brand explosion, limited products, customized surroundings, and new products as gifts and exchanges, thus forming a scarce promotion effect. 3. Promote the promotion activities of shopping frequency category and purchase frequency, not only paying attention to the single consumption conversion of users, but also promoting the long-term active consumption of users. This kind of promotional gameplay mostly promotes users to place subsequent orders through pre-hook appointment and post-reward stimulation. It can be further divided into single cash back, multiple single winning prizes and combined coupon packages. Cash back of ordering activities focuses on the reward of users' single consumption behavior. Users get red envelope coupons after ordering and spending, which can only be used for the next consumption. The current consumption behavior is its sunk cost, which, to a certain extent, enhances users' attention to ordering rewards, and is helpful for subsequent use to place orders again. Multi-single prize-winning activity is an after-the-fact reward for users' repeated consumption behavior. Users can get rewards when their consumption reaches a certain threshold for many times, and the number of consumption before reaching the target is the sunk cost of users, so it is difficult for users to give up continuing consumption. The game of combined coupons is very common now. Users pay or participate in tasks to get multiple coupons. The value recognition and acquisition cost of coupons make users have greater opportunities to use because they hate losses, which in turn drives the increase of shopping frequency. Third, it is not difficult to see the dilemma of promotional activities. Common promotional activities are mainly based on preferential incentives. Through preferential subsidies for true and false goods, users' spending power will be enhanced and more orders will be converted. However, preferential subsidies can hardly be the driving force for users to continue spending, and the effect of promotional activities is getting worse and worse. Without the commodity power of the supply chain, what other methods can enrich the gameplay and improve the effect of promotional activities? In addition to the conventional gameplay, promotional activities mostly improve the effect by means of node binding, form packaging and gameplay combination. The main form is common holiday promotion, which combines time nodes to strengthen users' preferential cognition, increase lottery blind boxes, develop gamification form packaging, enhance the playability of activities and amplify preferential value. Multi-play combination is saturated marketing to meet users with different characteristics and preferences. Furthermore, in addition to promoting the transformation of users' known consumption demand with preferential treatment, another idea of promotional activities is to stimulate users' potential demand and create new demand, which can be realized through scene-based activities. What's the scene? Focus on users' specific consumption needs, and carry out targeted scene design, such as eating hot pot in winter and ordering supper at night. The core of scene-based activities lies in the mining of users' needs and the construction of scene-based activities, which makes users shine at the moment. "Hey, use scenarios to trigger consumption and reduce dependence on concessions. The most important thing is that e-commerce is long-term, promotion is non-stop, it is not easy to do business and sell goods, and smarter promotion and more effective promotion are the long-term themes. To understand the operation of activities, it is important to understand the three key words: goal, series and integrity. The first is the "goal". The operation of the activity must closely focus on the enterprise goals, such as improving the exposure of new products, promoting product sales and enhancing brand reputation. Otherwise, even if the activity process is hot and there are many participants, the effect of the activity will be reduced because the result data does not match the goal. The second is "series". Most new media activities appear in the form of "series activities". On the one hand, activities need to be serialized, and each activity should be related; On the other hand, the activity itself has the characteristics of serialization. A large-scale activity itself includes small-scale activities such as "preheating activity", "formal activity" and "fermentation activity". The third is "honesty". The activity operation is not only to publish an activity article and write a "Forward Lottery" Weibo, but also includes three stages and ten complete links. 1, planning stage New media activities begin with planning-more than half of the workload of the activity operation is in the planning stage. In the planning stage, operators need to complete four tasks to build the overall framework of the next two stages. The first is stage planning. Operators need to combine holidays, * * and other hot spots at the end of each year to make the annual activity plan for the second year. Followed by target analysis and gameplay design. Before the start of each activity, the operator must first decompose the activity objectives clearly and design the activity gameplay according to the objectives. While designing the gameplay, the operator needs to embed the target data into the gameplay in order to monitor the activities. Finally, material production. Event materials include offline materials (such as Yi Labao, leaflets and banners) and online materials (such as event posters, videos and texts). Operators must prepare materials in advance to prevent other work from being delayed due to insufficient materials. 2. After the implementation phase enters the implementation phase, the activity operation changes from planning to landing. In order to successfully implement the work objectives set in the planning stage, operators need to coordinate the whole team in the four links of "activity warm-up, activity release, process execution and activity end" and implement them accurately according to the established plan. 3. In the closing stage after the event was announced to the public, the operation of new media did not actually end. On the one hand, operators need to do post-fermentation, organize photos, videos, screenshots and so on. During the activity, conduct secondary communication; On the other hand, the operator needs to evaluate the effect, lead the team to make a comeback, and archive the experience of the activity to facilitate the continuous improvement of the follow-up activities. Among the ten links of activity operation, operators need to focus on four key links, namely stage planning, game design, process execution and effect evaluation. First, stage planning is the general program of activity operation. Mature operators of new media activities don't start to "catch hot spots and do activities" after the arrival of a hot spot, but make hot spot prediction and preliminary preparation one year in advance. Second, game design is the soul of activity operation. Ordinary activities can't catch the eye of netizens, and colorful cross-border activities and creative activities with wide brain holes are helpful to improve the effect of activities. Third, process execution is the basis of activity operation. Good planning must be supplemented by good execution, otherwise everything is on paper. Operators need to make three forms: activity promotion table, activity material list and activity operation table in the planning stage to ensure the smooth completion of implementation. Fourth, the effect evaluation is a test of the operation of the activity. Operators need to "pre-embed" monitoring data before the start of the activity, and summarize the activity data after the activity to facilitate summary and optimization.