Tsinghua Meixun Direct Sales Store mainly sells home projectors and has been operating the industry online and offline for 5 or 6 years. At present, the store level has reached one crown, mainly aimed at the customer groups born in the 1970s and 1980s.
This time, the store will display the "Taokouling Bargaining Knife" event on December 9, which is the warm-up period of Double 12 promotions. In line with this time point, the main purpose of this event is to increase store exposure, increase collections and shopping carts, and these additional purchases and collections are very likely to be converted into transactions on the day of the Double 12 promotion. At the same time, through the first focus poster, store signs, left-side promotions, related products on the details page, traffic is guided to the main promoters with well-known store discounts and the highest cost-effectiveness.
Event content
For this event, the store provided the Tsinghua Meixun D300 projector with "no light during the day" as the event product, and generated a "Tao Password" for bargaining products through the exclusive page of the Double 12 "must-grab" event. Buyers just need to share the "Tao Password" to social software such as QQ, WeChat group, Moments, Space, Weibo, etc., and call 35 friends to help bargain, and they can buy a projector worth 1,000 yuan for 318 yuan.
Preparation
Before the event, the store operation took 3 days to analyze the investment costs and returns, and finally decided to reduce the minimum discount for the "Taokouling" event to 10% off.
1. Product selection: No need to consider, just take out the best quality treasures in the store;
2. Discount: Get the lowest discount: 10% off when you spend all your time;
3. Copywriting: Where is the price, do you need any copywriting? Content is the strongest attraction.
During the event
1. Guide customers to bargain: Enter the Taobao mobile app for Taobao: Open the Taobao mobile app – enter the main venue of Double 12 – enter the must-have event page – enter the bargain knife event page – find the "Tsinghua Meixun" projector
2. Invite friends to help: Invite friends to participate in the event: Call for help to cut – share with major social APPs or friend groups – ask friends to copy the corresponding Taobao password – friends open the Taobao app on the mobile phone – enter the bargaining page to help cut
3. Multi-channel promotion activities:
Weitao: Weitao is topped 2 days in advance, and it can attract traffic simply and roughly through fan red envelopes, and also increase interaction with fans, increasing store exposure by answering questions and collecting stores;
Diamond Exhibition: The first focus of Diamond Exhibition Taobao is promoted 1 day in advance, and it is directly implemented on the baby details page. The page decoration is done with bargaining guidance, product association, etc. to improve the depth of access.
Official: Officials will expose it in advance, increase traffic and add shopping carts.
Activity effect
Activity data
Because through the official venue to cooperate with the "Taokouling" event, a large number of collections and shopping carts were accumulated in the early stage of Double 12. At the same time, through the discounts of store promotions, a chain reaction was triggered on Double 12, and finally achieved the goal of sales of one-store millions.
Buyer feedback
Before the event, the buyer responded enthusiastically and consulted the customer service staff in advance to play the game "Taokou" and some even contacted good friends in advance to help bargain. As a result, on the morning of the day of the event, the 60 babies provided by the store were already snatched up in advance. Some buyers see that the inventory is almost sold out and pay first when they cut it to a 20% discount or 30% discount.
After the inventory is sold out in advance, many buyers have completed the task but cannot buy it. For this part of customers, the store has issued a 100 yuan coupon for compensation, which can also better attract these buyers to shop on Double 12.
Laogao Crown Club – Taobao operation
www.shxuanming.net
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