? Double 1 1? Not only the carnival of Tmall or Ali, but also the carnival of the whole people. The following is the planning scheme of Double Eleven marketing activities recommended by Bian Xiao. Please read it for your reference.

Plan 1 of Double Eleven Campaign

First, the store profile

_ _ Fashion Store is wholly owned by _ _ Fashion Store Clothing Co., Ltd. _ _ Fashion Store brand was founded in 2008. _ _ Fashion Store is a well-known Internet fast fashion brand in China. As of September, 20__, _ _ Fashion Store has _ _ business departments, with more than _00 employees and more than _ million members. Is the representative enterprise of _ _ e-commerce.

Second, the brand story

_ _ Fashion Store is the first brand of fast fashion in Han Feng, with four brands: women's _ _ _ _, men's _ _ _ _, children's _ _ _, and designer brand: _ _.

Positioning of each brand:

_ _ Fashion Shop _ _-The First Brand of Fast Fashion Women's Wear in Han Feng

_ _ Fashion Shop _ _-Han Feng Fast Fashion Men's Wear No.1 Brand

_ _ Fashion Shop _ _ Han Feng Fast Fashion Children's Wear No.1 Brand

_ _ _ Oriental retro designer brand

_ _ The target sales target of the fashion shop is the urban fashion crowd. The company has more than 100 professional fashion designers and has branches in Korea, and has maintained close and comprehensive cooperation with more than 800 Korean fashion brands. With the products of "many styles, quick update and high cost performance", it quickly won the trust of urban fashionistas.

_ _ Fashion Store is committed to building a brand of "Han Feng Fast Fashion" for urban fashion crowd, adhering to the brand concept of "Korean Fashion Expert", introducing the latest Korean fashion elements to China at the first time, and combining them with China's aesthetics, interpreting the fashion elements incisively and vividly. At present, _ _ Fashion Store has become a well-known fashion brand in China. In 20__ _ _ _ _, the fashion shop was rated as "Top Ten Online Goods Brands in China", "Global Practice Online Merchants" and "Top 30 Global Online Merchants".

Third, the purpose of promotion.

First of all, the ultimate goal of promotion is to sell goods by hook or by crook. The same is true of online shop promotion, but it is not effective to do it casually. Half-price promotion of Singles' Day in Taobao Mall is a hot promotion method recently.

Second, the promotion process:

1. Determine the products to be promoted and prepare sufficient commodities.

2. Determine the customer base.

(1) Determine the products to be promoted and prepare enough goods. Different commodities have different promotion methods, and different seasons have different commodity promotion. During the promotion period, the goods will sell faster than usual. Therefore, adequate stocking is a guarantee. If it is often out of stock, it will not only affect the sales volume, but also affect the buyer's sense and praise. If you meet a buyer who is not very talkative, it is really bad for you. Even if it can be cancelled, it will waste a lot of time and energy.

(2) Determine the customer group: The most important thing after determining the product is to find the promotion target. The promotion target is your target consumer group, and these talents are your audience. Therefore, promotion must spread promotion information for your target group and find your target consumer group, so that promotion will be effective. If you sell yourself, the way to sell is just to cast pearls before swine.

Four. Activity time and method:

Activity time: 2017165438+1October10: 00 to165438+/October/kloc-0.

Activity mode: gold coin elutriation: choose 10 commodity (family support) for gold coin elutriation with high cost performance: choose 3 commodities (family support) for family goods, the original price is 699, and the gold coin elutriation price is 399 100 gold coin, with a discount of 5-7%, and some small gifts, such as gift cups, are attached.

Verb (abbreviation of verb) material preparation

(1) Preparation of packaging materials: ensure the inventory of all kinds of packaging bags and boxes involved in promotional activities, and preliminarily sort out some specific packaging in advance, as long as the goods are put in. You can also pack the goods directly in advance, make the express delivery form and mail the documents directly for delivery;

(2) Paper storage for express delivery and invoices, printer debugging and preparation of printing consumables (ribbons and ink cartridges). In order to improve the printing speed, it is not recommended to use ordinary needle printers to print invoices during the double 1 1 promotion activities, but to use laser printers or thermal label printers to print invoices. For businesses that need to print distribution summary tables or sub-distribution summary tables, they must prepare high-speed inkjet or laser printers and their consumables.

(3) The requirements put forward in this activity are more about the service to the merchants, especially the delivery link, which requires all customers in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou to deliver it first within 2 days. Therefore, it is suggested that there should be obvious text marks or color marks on the packaging or face sheet. Used for quick sorting.

Six, summarize the promotion effect and experience.

Organizing sales promotion is also an experience. After the promotion, the store manager should make an analysis of the promotion results, including traffic, sales volume and click-through rate. This time, are the target consumers interested in the formula products, or are they more interested in other products on the website? At the same time, we should also analyze and compare the promotion activities of competitors and find out what we can learn from them. Competitors sell better than themselves, which definitely shows that their promotion plans are not attractive to others, and the process of analysis is also a learning process. Summarizing the promotion activities can effectively help the store manager improve his promotion level, find out the shortcomings of the promotion activities in this summary, and make adjustments in the next activity. Although promotion is a good way to increase sales, it also needs constant exploration and summary to achieve the expected results.

Double Eleven event planner II

Preheating scheme: create a big promotion atmosphere and optimize the promotion rhythm arrangement of collections/shopping carts/coupons in advance.

Big promotion plan: create a panic buying atmosphere, stimulate purchase conversion, increase customer unit price, and pave the way for subsequent continuous sales.

Product planning: the choice of main and auxiliary funds, the arrangement of price system, and the new rhythm of product inventory formulation.

Specific steps

? The current customer unit price is the benchmark.

165438+1October 1 1 Taobao Carnival is coming. What is the most test for sellers? This is a comprehensive whole, including customer service, logistics, store optimization, keyword setting, product promotion, store promotion, pricing and promotion. From a small point of view, it includes brand positioning, market positioning, promotion strategy, store style positioning, price positioning and so on.

? Measure the discount strength of big promotion

Choose the explosive baby and locate the target group.

Can you spare some money to do it once? Increase sales? Mainly promotional activities, the promotional price is lower than the industry price as far as possible, with? Low price? Lure users to buy communication. At the same time, the choice of users is also very important. During the promotion period, the purchasing power is relatively strong, mostly adult women aged 20-35. Through a certain way, it is a more suitable choice to analyze the stratification of store users, accurately distinguish the crowd and carry out personalized marketing.

? Measure the strength of the big promotion when it is full.

Cleverly set the preferential threshold to achieve higher conversion.

When setting the store full reduction threshold and the coupon effective threshold, it is necessary to measure the fluctuation of the customer unit price during the promotion period, and design the preferential threshold by combining the overall promotion strength during the promotion period with the daily promotion strength of the store, the daily average customer unit price and the unit price of the main products during the promotion period.

? Refer to money to push the price of the day.

Near the big promotion, the promotion atmosphere of online stores is the most impulsive. Especially for female consumers, if sellers can grasp their psychological characteristics and needs, it is not difficult to achieve good results on the day of promotion. In the layout of decoration, online stores must create a promotional atmosphere, and red blending materials can be used in color.

The historical lowest price of the Double Eleven is really not affordable for all sellers. How can we get rich profits at the same time of low price on this day? First of all, you can choose several products with extremely low discounts as the main products of the Double Eleven, and then push other products at preferential prices such as 30% or 20% discount. If the attraction is not enough, you can also provide discounts such as full reduction and full gift.

Before the Double Eleven National Congress, sellers must prepare enough goods, especially some hot-selling models, to cope with the situation of short supply at any time.

Double Eleven Action Planner Fang San

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.

Fang Si, Planner of Double Eleven Activities

Activity introduction

Will. Double eleven activities? Marketing plan is divided into

? Accumulation, introduction, preheating, detonation?

Four time periods to prepare for the outbreak of orders that day.

Self-help tourism in the accumulation period

This activity is a self-help travel fund for lucky consumers.

Netizens can participate as long as they choose their favorite travel photos, which is more interactive and participatory. In addition, as a casual shoe, snow boots are also very suitable for travel. ? Travel? 、? On the way? 、? Road trip? The concept conforms to the leisure style of snow boots, so that the promotion of activities will not be abrupt.

Introduction period? Double eleven? come

The distance at this time? Double eleven? It's only been half a month now, and the focus of business promotion is to let more consumers know about brands and products. Buyers focus on participation, so that consumers can get in touch with different products as much as possible, and finally realize it? There's always one for you? In this way, the overall visit depth of the website has also been improved. In this process, users can also be encouraged to collect more commodities and drive other commodities to be exposed. .

Warm-up period 1 1?

We will position the marketing theme of the day? Warm double 1 1? According to the dimensions of family, friends and others, it conveys an idea that customers can not only buy their own products, but also give them away, thus increasing the number of customers. Taking the family as a unit, a female user can buy 3 ~ 6 pairs of shoes, herself, parents, lover, children and so on.

Warm explosion period? Double eleven

After the preliminary preparation, the merchants are all? Double 1 1? In fact, there are not many things that can be done that day. The busiest thing is customer service.

Through the spread of accurate people in the early stage, potential buyers are widely promoted, which makes the advertising and activity promotion of the whole shopping cart in the early stage play a great role in expanding the brand awareness rate.