Play the New Year’s Festival well and don’t lose to Double Eleven! Disassemble the entire event

　　#Laogao E-commerce Online Information# The New Year is coming soon, and it doesn’t matter if the small sellers missed Double Eleven and Double Twelve for 2016. Now, the first big promotion New Year’s Day in 2017 is here again! In fact, small sellers have greater competitive opportunities during the Chinese New Year because the business of many large sellers gradually faded out during this period, and small sellers can get more traffic!

　　Let me introduce to you how to do different time periods? I believe that friends who understand can flexibly apply it to any major promotion event—

　　Water storage period:

　　Before the New Year’s Day, small sellers must grab enough traffic to prepare for the subsequent festivals. There are several key points here: 1. High keyword bidding; 2. Stable time-sharing discounts; 3. The premium for crowd search is relatively low. The purpose of our water storage period is to guide more flow, and now is a good time to be less competitive. We can get more traffic by bidding high through the direct train keywords. The discount and premium do not change drastically, keep it stable. The purpose of water storage is to drain the flow.

　　Warm-up period:

　　Our water storage has attracted enough flow before, and there are several key points that need to be adjusted later: 1. Smooth keyword bidding; 2. Gradually reduce the discount premium for time-sharing; 3. Increase the premium ratio for crowd searches. At the same time, we can also wake up old customers on the express train. How to do it? First of all, you can start from the buyer's purchasing characteristics. The Chinese New Year is coming soon, and many buyers want to buy some gifts to go home, but buy a little bit from the east and the west, and the products are scattered and bulky; at this time, we can conduct joint marketing through the store-related relationship. After finally having the New Year, everyone wants to buy good things back. They usually choose stores and products they trust more. At this time, the repurchase rate of old customers will be relatively high. Therefore, our store should set up certain marketing activities to motivate them to purchase. There is another feature: the customer conversion cycle during this period is long, and we need to learn how to capture label users. When we enter the preheating period and hot selling period, we can select the "shopped people" and "browsed stores" through the precise crowd label of the express train, and focus on promoting these old customers; through the tags of old customers and prospectors, we can reduce the bid for keywords.

　　Hot selling period:

　　Reduce keyword bids, increase time-scoring discounts, and increase the search premium ratio for the crowd. The purpose of all cost control is to increase the input-output ratio during the New Year’s goods festival.

　　Based on the natural traffic inducement, it is very important to launch hot products with direct trains. There are generally three keys to successful hot products:

　　A: Choose the model and test it, and choose a competitive product.

　　When choosing models, you must be competitive, and it is a prerequisite to choose potential hot products that can be accepted by consumers. So, how can potential hits be judged by data? We can use new stores or small stores to measure the purchase price, introduce at least 1,000 visitors, and then observe the purchase rate from the business consultant, which is to divide the number of purchases by the number of product visitors. How much of the purchase rate can it be pushed hard? At least 10% or more (each industry is slightly different, here is just a general value).

　　B: Maintain the direct train plan in advance and cultivate it to a high weight is very important.

　　We can take out the best click-through rate in the store, put it in a plan for the express train, find twenty or thirty core keywords, set up a selected group, and then promote the keywords used in the title. At the same time, bid to ensure that there are 100 clicks per day (100 clicks are not the exact absolute value, and merchants can float up and down according to their needs). When more than 90% of the keywords are 10 points, and the weight of this plan will be very high for another week to two weeks.

　　C: Seize the removal cycle and continue to promote.

　　For example, we find a potential hot product to operate. The express train introduces N visitors on the first day when it is launched, and N visitors on the second day after it is launched, and so on until the seventh day... This is a 7-day removal cycle, which is probably how it is operated. During these 7 days, the number of visitors drawn every day gradually increases in a planned manner.

　　Here is a little more visual suggestions for the New Year’s Festival shops: it is best to decorate with the festival more festively. If you don’t have time to do a good job of PC and wireless, sellers who focus on the wireless side, store signs, navigation, focus pictures, and poster pictures can be set up. The overall situation is simple and the information is clear.

　　Through store tips, the event information is displayed in a conspicuous way, and the clicked information is guided to enter the event page, thereby increasing the exposure of the event page.

　　At the same time, you can also place the prepared activity poster at the header of the details page, because before entering the product preview product details page introduction, highlighting the promotion activities through the poster can leave a deep impression on consumers. Even if the consumers do not intend to buy this product after reading the details page, they will return to the activity page with the mentality of Taobao discounted products, so that we can again increase the exposure rate of the activity products and increase the possibility of consumers purchasing in this store.

　　Focus carousel posters are also a very important position. Placing a creative activity poster here can attract consumers to click to view more discounted products. (Taobao University)

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