What plans did Tmall make for Double Eleven in 2016?

The "Double Eleven" Tmall Mall's annual large-scale promotion event is officially promoted as the lowest price of the year, and consumers' consumption purposes and shopping emotions will reach the highest point. The following is a sample of the 2016 Tmall Double Eleven activity plan compiled by the editor. Welcome to read and refer to it!

2016 Tmall Double Eleven activity plan one

Tmall’s Double Eleven In the online shopping frenzy, if you want to come up with a planning plan, it is very simple and can be done immediately. For example, an event planning plan, a hot-selling plan for the product itself, etc., can all be used as a planning plan.

For example, we are now going to make an event planning plan and invest in several special exhibitions for the next Double Eleven, or the last Juhuasuan. So the goal is clear, what should we do next? To put it bluntly, it is a complete process, so what is a complete process of event planning? Below, I will give a general introduction here:

P. 1. Selection. In other words, which product should be used for the event? When selecting products, you must fully consider what the sales volume will be if the event goes up. This step is considered event evaluation, because you can’t just use a product that has no sales in the store. Go to the event for your products. Even if you want to be included, Taobao won’t allow it. Therefore, under normal circumstances, the products on the event are the most popular products in our store. After all, the best-selling products indicate high user acceptance. In essence, it explains the market response.

Second, activity price calculation. When participating in events on Taobao, people always ask for discounts. You can make a rough calculation. If the waiter on Taobao agrees, you can participate in the event, but only if you get a 50% discount. Then you have to calculate it at that time. If you get a 50% discount, you can give it. Postage, will I lose money? How much will I lose? If not, how much can I earn? In most cases, your products will be promoted. In terms of price, there is a lot of water squeezed out by Taobao.com. That is to say, people are well-informed and can almost estimate the cost price of your product just by looking at the pictures, so the waiter will try his best to lower the price. Precisely because Comrade Xiaoer has this hobby, the initial pricing of event products is still very important. Your price arrangement for event products is also very important.

Third, in-store marketing planning. After all, the traffic from the last event cannot be wasted, so should we do a series of marketing plans in the store, such as free gifts with purchases, matching packages, etc. The purpose of this is to increase the unit price per customer. Although this is a bit reluctant for customers, why? Because all purchases through events are basically for event products. However, there is a problem here. Just because customers don’t buy it doesn’t mean they can’t live without it.

Fourth, adjust goods. Since there is an event going on, you have to prepare the goods here. You can't just go in after they are sold out, because it will be too late by then.

Fifth, customer service management after the event is launched. Students who have participated in activities should know that when better activities are launched, your customer service work will be very important. You can't just chat with customers all the time. If you talk so intently, other customers will either leave or the customers will receive After the product is delivered, he says a few words about you in his review. You have to know that what he says is shown, which is not always good. Moreover, even if you want to chat, you don't have the opportunity. Your computer keeps playing the dialogue, and you can't handle it yourself. Judging from the situation of my activities, the computer is basically stuck when a good activity starts, so it is very important to write automatic replies in advance. In this automatic reply, you should write everything you can think of. Don't be afraid of long text. The key is to respond to customer questions as much as possible.

Sixth, delivery. Depending on the size of the event, it is important to prepare some goods in advance and pack them first. Otherwise, if there are many customers and your delivery speed is slow, it will affect the store's score. Therefore, this must be clear.

Seventh, after-sales processing. After delivery, customers receive the goods one after another. At this time, trouble comes. There are all kinds of comments. For example, what should I do if I encounter negative reviews? How to solve them? These are all issues that need to be taken into consideration.

The above is the simplest and most important content that must be taken into consideration in event planning. Moreover, this is just a process. As an event planner, you must also assign a person to be responsible for each link. Where? What kind of work will be done when and where, what is the internal negotiation mechanism after problems arise, etc.

In short, if it is a planning project, one thing must be paid attention to. The process must be complete and the planning project must be implemented at the execution level. You have to enter the situation, because it was planned by you. What kind of resources do you need to cooperate with you? What kind of situations will happen during the activity? How will you solve and avoid them? You must make it clear, at least there should be something. Prevention, this is a simple plan

2016 Tmall Double Eleven Activity Plan 2

Background

"Double Eleven" Tmall The mall's annual large-scale promotion event is officially promoted as the lowest price of the year, and consumers' consumption purposes and shopping emotions will reach the highest point.

Purpose of the event: to create star products

As a new store, Binlv is difficult to obtain the support of mall event display space, so it uses this opportunity of high traffic and high turnover to launch in-store activities to stabilize old customers. Increase mobile customers, increase store attention, visibility, and reputation, increase market share, lay the foundation for the next step of activities, and ultimately achieve the goal of increasing sales.

Double 11 to create star products

1.

The purpose of star products

Star products refer to the sales volume in product sales. Very high quality products, very popular products. Star products are extremely important to stores. Zhongmin Hongtai, the star product with buy one get one free for 87 yuan accounts for 40% of the total transaction volume and 53% of the total traffic (free traffic 91.3); Hongyuanxin, the star product with buy one get one free for 99 yuan accounts for 49% of the total transaction volume , accounting for 44% of the total traffic (88.9% of free traffic); therefore, creating colorful star products can not only give the brand an advantage in the market, but also bring more free traffic to the store, activate the store atmosphere, and drive The sales of other products in the store play an important role in increasing store sales and brand attention.

Double Eleven is a shopping festival known to the entire Internet and has a good shopping atmosphere. Using Double Eleven to create star products can shorten the time and achieve better results.

Through Double Eleven, the star products of Binlu store achieved the following results: monthly sales of more than 1,000 pieces (200-300 orders - sales of 15,000 yuan).

2.

Use Double Eleven to create star products

1. Selection

According to the Binlu brand positioning, the star products Several competitors have been formulated: Hongyuanxin buy one get one free for 99 yuan, Zhongmin Hongtai, buy one get one free for 87 yuan, Senzhou 99 yuan, Xiangyou buy one get two free for 90 yuan. After analyzing the packaging, quality, promotion, and product weight of these products, we decided to use the "Masterpiece" product as a buy-one-get-one-free promotion to create a star product.

2. Inside pages

Based on the understanding of consumer groups (office workers), in the process of product description, the concept of office tea is proposed to be healthy, simple and convenient. Selling points to cater to the needs of consumer groups, redesign the product details page layout.

3. Hype

Data survey shows: When consumers buy products, 90% of them are most concerned about the sales and evaluation of the product (evaluations by people who have experienced it) , determines whether to buy a product to the greatest extent, so before, during and after promotion, we must maintain the experience evaluation of the product by hyping sales and evaluation, so as to achieve better conversion of consumer groups.

The number of speculations: 15 orders/day in the early stage, 20 orders/day in the mid-term, and 5 orders/day in the later stage. After the market matures and there are bad reviews, some orders will be placed to cover the bad reviews.

4. Promotion

After the hype is completed, it is necessary to cultivate the sales of the product and gradually accumulate more sales; have more ranking weight in search to achieve the goal of obtaining search traffic. Purpose, thereby reducing the proportion of promotion traffic.

The promotion methods are: inside the site, mainly diamond exhibitions and through trains, supplemented by activities; outside the site, mainly shopping for customers.

During Tmall Double 11, shopping enthusiasm is even higher and the atmosphere is better. It is a good opportunity not to be missed. During the warm-up period of Double 11, the sales volume of a single product was 20 units per day. On the day of Double 11, the sales volume of a “masterpiece” single product was about 400 units.

Traffic composition ratio: 80% promotion traffic in the early stage, 60% promotion traffic in the mid-term, 40% promotion traffic in the later stage, and 20% promotion traffic after maturity. 5. Resource integration

By using star products, the store can increase the comprehensive ranking of Binlv flagship store in the same industry on Taobao, thereby obtaining more Taobao site resources (free/paid), and gathering the HuaSuan brand group, Tmall points, category activities, etc. are used to further improve the store's brand image and store sales.

6. Maintenance

After the star product matures, maintain a sales volume of 200-300 orders per day. On the basis of ensuring traffic, carry out "absolute maintenance" in all aspects of product packaging and quality. star product image.

For consumers who have purchased the "Masterpiece" star product, an additional 7-color trial pack will be given as a gift to enhance and encourage consumers to experience other products in the store, recommend more other products, and promote sales.

After the star product matures, we will maintain customers through Weibo, text messages, phone calls and other channels for the order information we have, and conduct CRM management on customers to increase customer purchase frequency, increase brand viscosity, and improve Brand image.

1. Activity plan

Promotion methods

Based on store-wide discounts combined with various promotion forms.

1. Discount - 10% off for the entire site

2. Free with purchase - two items for unique products and exclusive products for the CEO (gifts to be determined)

3. Coupon——①Unlimited use without threshold: 10￥

②Use with threshold limit: 20￥ Note: Coupons are issued before the event, and only 10￥ face value coupons can be received on the day of the event. , its use date is before November 15th.

4. Package discount matching (plan)

5. Flash sale

Note: ① The event will be available in different time periods on the day of the event, with a postage of 10 yuan.

② Frequency: ***6 flash sales on November 11, 5 products each time, and each flash sale is limited to 1 piece.

③ Time points and product settings: 11:45, masterpiece 14:45, creation 16:45, exclusively for the president, 20:45 masterpiece, 21:45, creation 22:45, exclusively for the president

B. Activity content: flash sale, purpose: creation of event atmosphere

Flash sale activity cost budget: masterpiece 40*5*2=400 yuan for environment creation 128*5*2=1280 yuan for president Supply 268*5*2=2680 yuan Total event planning value: 4110 yuan

(Total cost: about 2000 yuan)

2. Traffic plan

Traffic Composition:

1. Warm-up period: 10.21-11.10

Work content:

1. Drilling exhibition

1. Placement Position: first focus of the new homepage, homepage banner

2. Process: Diamond exhibition copy editing—Diamond exhibition design and production—Diamond exhibition placement test—Diamond exhibition data analysis—Diamond exhibition optimization

2. Through train

1. Product placement: unique items; exclusive items for the president; store homepage promotion

2. Placement areas: Guangdong, Fujian, Beijing, Shandong, Hainan, Henan

3. Through train activities: hot-selling items on the homepage

3. Taoke

Main products and commissions: Unique 20; Exclusively for the President 15; Environment creation 10;

4. Search

1. Hot search keyword search: data cube, top ranking, Taobao homepage; Double 11, carnival, mad rush festival, etc. Real-time hot words.

2. Title optimization: integrate it into the product title and cover the search habits of tea consumer groups

5. Store alliance

1.

Alliance merchants: merchants with *** the same consumer group (men, consumption age 25-45 years old, people with medium to high spending power, people who pursue quality.) Establish independent pages or friendly connections, multi-faceted resources*** Enjoy.

2. Number of merchants: at least 4.

6. Micro Taobao

Promotion content: Store’s Double 11 promotion: flash sales, coupons, gifts, etc. Combined with the event atmosphere of Double 11.

7. Weibo

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

2. Promotion method: through Weibo official push tool (5 Yuan/1000 impressions); accurately select groups of people to push.

3. Advertising design: Design product advertisements posted on Weibo (process: event products – event copywriting – promotional content – ??design

design – placement)

3. Customer service and Weibo and WeChat plans

1. Telephone return visits

A. Return visits to key customers (more than 200 yuan)

B. First-level customers Return visits (100-200 yuan) will further classify customers

a. From the 14th to the 19th, we will start telephone return visits to customers who previously purchased 200 yuan (the store needs the cooperation of the front desk staff) B.10.21 ---11.1 Start return visits to

first-level customers (more than 100-200 yuan)

Content: (The content of the phone call is based on the theme of new autumn tea. During the communication In the form of a simple greeting, directly explain the new autumn tea in the conversation, and hope that old customers can come and taste it)

Remarks: 1. Customer classification-----products purchased and purchased Frequency classification

2. Make phone calls and text messages first (send text messages to customers first and then communicate on the phone to eliminate customers’ doubts and embarrassment about unfamiliar calls). Text messages should be targeted at editors

3. Complete all telephone follow-up interviews before November 1st. And conduct return visits to key customers.

2. SMS communication (discussed with Xiaonan and Xiaoyun) A. Send a text message on Friday (10.11) (New Autumn Tea is available) to inform old customers that the new Autumn Tea in the store has been released, and we will give it away when they come to shop. Colorful experience packed in a box

B. Sent on Monday (10.14) (Condolence-style text messages, shortening the distance with old customers, reflecting human touch) C. Sent on Saturday (10.19) (weekend greeting text messages) Sent on Monday

(10.21) (store activities are online, Double Eleven warm-up begins) D. Sent on Saturday (10.26) (weekend greeting text messages)

E. Sent on Tuesday (10.29) Text messages for high-level customers (100-200 yuan) F. Text messages for key customers (more than 200 yuan) will be sent on Friday (11.1)

G. Text messages will be sent on Sunday (11.10) to notify all customers of highlighting store activities (find a reasonable time point) Send)

3. Weibo

A. Promotion of new autumn tea on Weibo

B. Weibo content----how to taste tea , the elements of tea tasting, tea sets or brewing methods are popularized on Weibo

C. Weibo-----popularization of tea knowledge

D. Tieguanyin Tea- ---Focus on the benefits of handmade tea in the store

E. Double Eleven store activity online warm-up begins

F. Tea production instructions (reflecting handwork) are different from other mechanical teas. Reflecting the advantages of handmade tea

G. Double Eleven promotion/store promotion----an appearance for advantageous products (5 yuan to show 1,000 Weibo promotions)