Three articles on the planning of double eleven activities

Three articles on the planning of double eleven activities

The "Double Eleven National Congress" is just around the corner. In addition to the overall activity planning in full swing, businesses also need to pay attention to the connection between the tasks of the front and back offices, as well as the overall cooperation of the pre-,mid-and post-activities, so as to better warm up the activities in advance and achieve better results.

Double eleven project progress

The most well-known project schedule is a promise of when things will be completed. In order for customers or colleagues to make plans according to the project, the project schedule must have a consistent time for the occurrence of specific events and the submission of results. The project schedule is to encourage everyone involved in the project to regard their contribution as a part of the whole and try their best to make the work cooperate with others.

The bigger and more complex the project, the more important the schedule. For a big project like Shuang 1 1, the higher the interdependence of all parts of the team, the higher the influence of decision-making and time on others. When the brand team has dozens or hundreds of people, a day behind the project schedule will quickly trigger a chain reaction, problems will appear in various unexpected ways, and it is difficult for the team to catch up with the progress. From this perspective, the project schedule is very important. Of course, these are still just tables of words and numbers. The most important thing is that some people are good at using them as tools to manage and drive projects.

Next, let's take a look at what dimension information the schedule of the Double Eleven Project consists of and why these maintenance information exists.

The double eleven project schedule consists of brand LOGO, serial number, department, main content, person in charge, remarks, date, work content corresponding to each time node and so on. Next, we will explain and explain the contents in the schedule.

Brand logo: logo is one of the important functions of corporate logo. The company brand logo will be added to external and internal cooperation occasions and cooperation documents.

Department: During the "Double Eleven" period, various resources were integrated, and a project department was established. The project department has several functional departments. Team arrangement, work division and progress confirmation and follow-up During the whole promotion process before, during and after the Double Eleven, the project team structure and work responsibilities are usually divided according to the following framework:

Commodity department: responsible for product structure, stocking depth, product attributes, product pricing, selling point packaging, matching, quality control, etc.

Planning department: responsible for marketing plan, preheating plan, page plan, vision, risk management and other plans;

Promotion department: responsible for promotion scheme, process scheme, promotion material testing, etc.

Customer service department: self-help shopping process, dunning scheme, automatic reply, speech skills, crisis management, customer service training, etc.

Logistics department: inventory counting, warehouse layout, order sorting, advance packaging, delivery simulation, etc.

Logistics department: life logistics service, hardware logistics service, activity scene photography, etc.

Set up the operation headquarters of the Double Eleven event, which is composed of the head of the operation department and the main executor of the store sales department, and consists of several executive departments. Each department can be named according to its own corporate culture or the Jianghu culture of the e-commerce team. For example, Xiang Ying's "Double Eleven" team is named after the combat troops of the sea, land and air. Of course, each department will also set up some executive teams, such as the logistics department. In addition to the delivery related team, a network information security team will be added to be responsible for the security and stability of ERP systems and networks during the Double Eleven activities.

Double eleven responsibilities of various departments

operations departments

1, Double Eleven event registration and event commodity declaration

2. Formulate the double eleven activity plan.

3. Complete the drawing of the Double Eleven special page and import the planning page into the interface.

4, double eleven pages to develop daily collection data indicators.

5. Follow up the visits and collections of Double Eleven topics, and make timely traffic or page adjustments as needed (continuously).

6. Double Eleven pages complete page drawing, page display layout and page product requirements.

7. Discount coupon distribution entrance and copy description

8. Require commodities to choose the main payment method; Put forward the generalized data index

9. Follow up the explosive sales and determine the flow indicators every day.

10. Distinguish members through CIM, and make corresponding action plans for each member area.

1 1. Optimization scheme of payment reminder, delivery SMS and receipt SMS before preheating.

12. Formulate the marketing plan of the Double Eleven members and the privilege and reward plan of the Double Eleven members.

13, activity SMS notification copywriting (the first activity announced new product discounts, the second expressed concern, the third activity was related, and the fourth enhancement activity was urgent)

14. Product title optimization, adding real-time hot search keywords, such as product words and double eleven keywords.

15. Formulate and organize the negotiation and participation of the inter-chain scheme of the dual 1 1 related stores.

16, Class II field trip, double eleven related understanding

17, double 1 1 related category docking on the same day (site location change, temporary material docking, irregular marketing feedback)

18, countdown arrangement-notification setting automatic reply, page notification

19,165438+1October 12. Thank you for your support.

Commodity department

1, including sorting out the commodity structure and making the general table of commodity structure. Determine the pre-explosion, main push and conventional models; Differentiated by function, including pricing and inventory.

2. Optimize the copy according to the determined main payment.

3. Writing and optimization of activity copy, as well as product pricing.

4. Determine the main commodities and prices of the Double Eleven, and draw up the commodity declaration form.

5. Plan and set up active safety inventory in Taobao background.

6. Joint sales scheme of main payment and regular payment

7, new product sales tracking, making replenishment table (baby sales, collection, conversion rate, page views, etc. )

8. Double 1 1 distribution channel commodity plan and inventory allocation plan for the day.

9, tracking inventory sales data and pre-sales situation, fill in the order in time.

American editorial department

1, product details page design, production, batch optimization

2. Make, make and optimize the details page of the main payment.

3. DEDM plate production in preheating stage and new EDM plate promoted on the day of Double Eleven.

4. Production and optimization of event registration materials

5. Make homepage (preheating, double 1 1 day (several schemes are possible), 165438+ 10/2/day).

6, double eleven single page details page, through train promotion details page production

7. Finalize the activity, single product details page and through train promotion page before preheating, on the same day 1 1 month 1 12.

8, drilling exhibition, through train material production

9. Shop customization page and product list page optimization

10. Prepare for banner rotation of pages in the promotion bank (delivery related, sold-out logo, tight inventory logo, real-time sales update, page countdown, ranking rotation of customer service wangwang number, etc.). ).

1 1, double eleven independent shopping strategy page making

12, specializing in wireless mobile phones.

13, O2O material production

Extension department

1. Make an advertising resource plan during the activity.

2. Make the through train promotion plan according to the operation demand, and make the cost demand.

3. Double 1 1 special pages realize store promotion, rapid promotion and star store (continuous promotion), and increase the traffic entrance of home page, category page and details page.

4. Start store promotion and increase the traffic entrance of home page, category page and details page.

5, the main keyword promotion, targeted promotion

6. Key promotion funds, keyword slots and multiple plans (continuous promotion)

7. Make the advertising plan of Taobao Drilling Exhibition (preheating and the same day) and make cost requirements.

8. Make the promotion plan of taobao guest (preheating and the same day) and make the cost demand.

9, through train, drilling exhibition materials board production and copy writing.

10, double 1 1 drilling and development material test

1 1, SNS promotion test and promotion scheme formulation outside the station

12, wireless end promotion test and promotion scheme formulation

department of customer service

1. Customer service grouping: divide into multiple customer service groups, select the team leader and scheduling scheme, and determine the person in charge of the temporary customer service group. The customer service staff suggested to be online 24 hours a day. 10- 13.

2. Organize customer service training plan: product knowledge, basic use of software, promotion activities, double eleven words, etc.

3. Double 1 1 Temporary customer service and related knowledge training: store background functions, Wangwang operation and use, product knowledge, promotion activities, double eleven words, etc.

4. Set up and add customer service information such as Taobao Customer Service Sub-Want Want, Red Rabbit Backstage, E-Store Treasure and Customer Service Channel. Make sure all settings are correct.

5. Make the activity content document, shortcut phrase document and activity notification document related to double 1 1, and set the automatic reply of adding shortcut phrase and check it.

6. Set up an activity content consultation and after-sales treatment team.

7. Make customer service emergency plan, monitor customer service wangwang flow, force diversion, answer 400 calls, and make calls in case of emergency.

8. Double 1 1 day payment plan and dunning words:

A. Want Want dunning: Real-time dunning (we will be told that we are in a hurry within half an hour after placing an order, and customers are possessive) Example: Dear ~ Hello! You haven't paid for the baby you took in our house yet ~ The Double Eleven Conference is only promoted once a year. Because the sales are too hot, in order to avoid overselling, our warehouse delivers the goods according to the payment time ~ so please pay as soon as possible ~

B SMS reminder: add personalized user information, such as order number, product name, customer name, etc. to the SMS template to improve professional credibility. Dear XX, the products you bought in our store, such as xxxxxx, are still under payment. Due to the limited data of activity funds, please pay as soon as possible to avoid the inconvenience caused by invalid orders. If you have any other questions, please contact our Wangwang customer service.

C. dunning: for large orders and high-value users, dunning should avoid the regular rest time (0: 00 ~ 9: 00,11:30 ~14: 00, 21:00 ~ 24. Example: Customer Service: Hello, I am the customer service of xxx flagship store. My name is xxx. Due to the hot sales, the goods you bought in our store today are almost sold out. We will keep the goods you bought for another 30 minutes, so I hope you will pay in time and we will deliver the goods for you in time.

9. Make the customer return visit plan and return visit speech plan after 1 1.

10, and formulate a plan for handling rights protection complaints.

rear-service department

1, warehousing and storage of goods, scientific and reasonable warehouse placement, concentrated explosives, convenient and rapid delivery.

2. Pre-packaged quantity and details of Double Eleven warehouse

3. Standardize management in advance, and determine the operating standards of each link of order, picking, packaging, invoicing, posting and delivery.

4. Plan the assembly line operation scheme of the Group to improve efficiency.

5, temporary or * * * personnel, training and process simulation in advance.

6. Express partners support cooperation, and Double Eleven begins to cooperate to guarantee the sales and delivery capacity of 12, or sign an agreement to ensure timely delivery.

7, management personnel full-time on-site coordination and resource allocation, control the audience.

8. According to the delivery efficiency, estimate the number of required personnel, ensure that personnel are in place, manage in groups, and make a shift schedule in advance.

9. According to the expected shipment, increase the packaging assembly line and set posts, reasonably place shelves, plan and optimize the road map of picking personnel to improve efficiency, optimize the delivery assembly line in real time, and rationally plan the warehouse layout.

10, strong logistics support: printers, paper, scanning guns, noodles, packaging boxes, tapes, water, food, etc. It's in position.

1 1, ERP system inspection and rectification (solving problems such as missing orders and oversold). ) and emergency plan, system operation and maintenance personnel on-site waiting, real-time monitoring system security.

12. Do a good job in packaging the gifts in advance.

13. The operator shall provide prepackaged products and prepackaged styles and quantities in advance.

14, formulate logistics emergency plan.

15. Set delivery targets, arrange manpower reasonably, and always pay attention to delivery progress.

16. Show the latest logistics and distribution progress every day.

It is necessary that the content of each job should be carried out by the relevant person in charge, so the work must be clear to everyone. Only when every job is clear to everyone can the follow-up work be recommended and completed in an orderly manner.

Time nodes should be prepared accordingly.

As can be seen from the Double Eleven schedule, from1October 10, many time nodes have corresponding work contents. In fact, this is to decompose the whole work related to the Double Eleven, and the work done in different time periods is also different.

10. 10 discount coupons: The main task is to start issuing discount coupons. The main form of distribution is to hang a discount coupon to receive a banner on the front page of the store, the details page and the special page of Double Eleven preheating, and the customer service actively reminds customers to receive the double eleven discount coupon when receiving consultation;

10. 14 commodity declaration: 10 14 needs to prepare a commodity declaration form, and the time for commodity declaration is129 October 10/6 kloc-0/0. Store full reduction, free filing;

10. 15 is cost-effective: there are many things to prepare for the launch and registration of brand groups and commodity groups, and 10 is cost-effective. The purpose is to increase the sales data of commodities and strive for more activity flow and sales performance on the day of the Double Eleven.

10.22 Preheating page: Tmall official will carry out some pre-heating activities before the Double Eleven event, and the pre-heating page needs to be designed according to the requirements of the official template. The merchants participating in the preheating page will provide the page links completed by using the official template before 10/5: 00 on the afternoon of October 23rd and 10/8: 00 on the afternoon of October 28th.

10.28 gold rush registration: The purpose of gold rush registration is also to strive for traffic support and sales performance on the day of the Double Eleven.

10.29 End of product registration: 10.29 The product registration channel participating in the Double Eleven event is closed, which means the end of product registration. Therefore, the seller shall complete all work related to product declaration before 29th.

10.3 1 double eleven preheating begins: 10 10/0/0, and the official preheating activity officially begins. What sellers should pay attention to is that warm-up activities will greatly affect the performance on the day of the Double Eleven.

1 1. 10 Liang Jian: 1 1. 1.00 After all the preparatory work was finished, a large amount of traffic began to pour into the store, and the number of users who chose goods, collected goods and added them to the shopping cart surged. The Double Eleven event officially kicked off.

With the help of Singles Day consumption, Singles Day is catching up with the sales season before the Spring Festival, and a series of activities are launched to make consumers feel surprised as long as they buy, so as to achieve the purpose of improving sales performance in the peak season.

I. Theme of the event:

Bachelor of Javey has many surprises. Congratulations on the New Year gift!

Surprise 1. Shopping at 1+ 1 is affordable and affordable.

During the activity, customers and their relatives and friends (at least two people and at most three people) can shop together on the same day during the activity, and they can enjoy the group purchase discount with the shopping receipts of more than two people. The preferential way is that everyone can enjoy the special discount of "10xxxx reaches 10xxxx cash" (the shopping receipts of two people can enjoy the group purchase treatment together). Customers can be encouraged to pull their relatives and friends to the shopping mall.

Surprise 2, happy shopping, seven-day tour in Hong Kong.

During the 1. activity, customers who spend more than 50xxxx at one time can get free raffle tickets at the cashier to participate in the lucky draw.

2. When you receive a lottery ticket, you will receive one ticket every 50xxxxx, and the amount exceeding 50xxxxx will be calculated in multiples of 50xxxxx (the part with insufficient multiples will not be calculated, such as100xxxxx-149xxxx can receive two tickets), and so on, with a maximum of five tickets.

3. The lottery is an open lottery, and its prize is set as: xx seven-day tour (only the expenses normally charged by the travel company are borne, and other expenses are borne by itself).

4. This activity will be announced after the activity, and the travel time will be arranged separately.

5. Finally, lucky customer xxx will be generated.

Consumers of the above three activities can participate at the same time.

Surprise four, good things, cheap, special price for you every day!

According to different people, different times and different characteristics, we sell goods, big ones and small ones. Students' clothes can be sold on Saturday and Sunday, and men's clothes, women's clothes, old-age clothes, underwear and baby clothes can be sold in turn from Monday to Friday.

You can't participate in one or three activities to participate in this activity.

Second, the site layout:

We should carefully decorate the inside and outside of the venue to create a festive, lively, traditional and folk holiday atmosphere, and fully highlight the strong holiday atmosphere of Singles Day and Spring Festival.

Outside the venue, a classical gatehouse was set up, and red couplets were made. The front of the gate was painted with a huge amount of ink. In the middle, the word "Happy New Year" was written in yellow on a red background. On the left and right sides, there were pictures of golden couples celebrating the New Year, and there was a big word "Fu" in the center of the door.

Two diamond-shaped boxes were made in the venue, with "Happy New Year" written in black on them and tassels below. Buy two big dogs and hang them on the stage on the second floor. In addition, flags should be printed, and the colors of the flags should be consistent with the inside and outside of the venue, so as to unify the images from top to bottom, inside and outside, and the whole shopping mall will form a peaceful and prosperous scene.

Activity background: 1 1 month 1 1 day is an alternative festival for young people. Because there are four consecutive "ones" in the date of this day, this day is designated as "Singles Day".

Singles' Day is neither a local festival nor a foreign festival. It was born in Nanjing universities in the early 1990s and is one of the representative products of campus fun culture. As a group of students bid farewell to the campus, the atmosphere of "Singles Day" has gradually spread to the society in the past two years. Love Song of Singles will become a popular song on this day. Singles' Day, using this song to sing "Find a beloved, a beloved, bid farewell to singles" is actually a declaration of love for young people. The lively gathering of Singles Day is a popular form of celebration for urban youth. However, many students, especially college students, were drunk and unconscious alone that night. The reason has to make us think deeply.

Objective: On this special day, we get together to discuss the advantages and disadvantages of college students' love, whether it is compulsory or optional in college, and how to get there. How to deal with the relationship between boys and girls? After the activity, I hope everyone can gain something and have a deeper understanding of the problem of making friends. Don't be blind and don't miss the beautiful love.

Activity time: 7: 00-9: 00 pm on 20xx 1 65438+1October1.

Activities:

First, the host gave a welcome speech to the guests. At the same time, it points out the purpose of this activity and explains the origin of "Singles Day".

Second, collectively watch electronic love stories to set off the atmosphere.

Third, the class committee made an opening speech and the seminar officially started.

Fourth, students and teachers began to express their opinions together, talking about their views on college students' love and some personal experiences.

Five, small games, small program performance.

Sixth, the tutor tells you some original opinions.

Seventh, to sum up, the party ended successfully.

Ready: 1. Classroom application and layout. (Life Committee is responsible)

Second, guest invitation. (The Learning Committee is responsible)

Third, the host of the event (responsible for the sports Committee)

IV. Mobilization of the atmosphere at the event site (the organizing committee is responsible)

Verb (verb's abbreviation) Program performance during the activity (the Art Committee is responsible)

Propaganda before, during and after intransitive verb activities (the propaganda Committee is responsible)

Seven. Overall planning and detailed discussion (responsible for the Communist Youth League Secretary)

Eight, the overall grasp of the activities (monitor is responsible for)

Object: All students of Class 2 majoring in computer science and technology in xx.