The Chinese New Year is coming soon. At this time, most e-commerce people are relatively lazy. When the company is on holiday, they want to go home to reunite with their families, drink with classmates and friends to reminisce about the past, and look back on their work achievements in the year. If they do well, they are already thinking about how to spend the New Year when they go back for so many years. If they do not do well, they are already thinking about where to go next year. However, if you want to get on track quickly after next year's holiday, this month is very critical. To put it simply, it is to prepare for the future. Is your store now available for promotional arrangements for holidays?
The picture below shows the current new product plan for a women's clothing store in 2017. I started getting on the bus around January 3 and have been optimized for a week now. Everything is going well. My goal is to let the express train fly before 3-8 after the New Year!
First, let’s look at the time point:
During the Spring Festival, the legal holiday is only 7 days, but due to various factors such as logistics holidays, personnel flows, etc., many stores basically have to go on holidays after New Year's Day. Usually, I arrange several customer service providers to hang Wangwang on their mobile phones. The page is made for Spring Festival holiday notifications. Let’s see January of the Spring Festival and early February after the New Year. When you enter the working state, it is already mid-to-late February, which is equivalent to entering March. Then putting aside the Spring Festival holiday, from this perspective, you can know how important January and February are, especially for products with seasonal changes. For example, women's clothing: If you don't find a way to clean up your winter inventory in January and February, then it will be up to the end of the year after March, because at this time you cannot put a lot of promotion budget on these seasonal models. At the same time, if you don't prepare key products for spring promotion in January and February, and come back to prepare after the holiday, you will have no time. Moreover, after 3-8, it will be clear whether the spring can be sold well.
Therefore, grasping the promotion rhythm and arrangements for January and February will play a very critical role in connecting the past and future work after the New Year. To put it bluntly, most people focus on holidays in the past two months. If you pay more than others at this time, then you will definitely get more than others in the beginning of next spring.
Secondly, why do we need to make good promotion arrangements during the Spring Festival:
1. We always have to believe that the buyer’s needs are huge, but we are not allowed to see them. The off-season during the Spring Festival is not because of the lack of demand in the market. Secondly, because of logistics and employees' holidays, the lack of links that constitute a smooth process for e-commerce is caused by passiveness. It is not because the buyer does not want to buy, but because it is very inconvenient. After all, logistics is on holiday, and people are on holidays, so it is not convenient to receive goods everywhere. But the current market is different from 5 years ago. Now everyone goes out and plays with their mobile phones even if they visit relatives and friends. Therefore, even if the orders are placed in this period, as long as we insist on certain promotions, the products will still be seen by many buyers.
2. During the Spring Festival, most people want to have fun. Competition will naturally decrease, and the opportunity will be greater for those who seize this point of time, because during this period, many stores will suspend promotion or maintain it at extremely low promotion prices.
3. During the Spring Festival, PPC can reach about 30% of the usual amount, and it is possible to make a click of a few cents per click.
Finally, let’s talk about the focus of the promotion of express trains during the Spring Festival. Focus on the promotion strategies of new products in season change.
The purpose of Spring Festival promotion is to quickly get on the right track after the beginning of the New Year and quickly find the right direction. Win the initiative, when others are still testing the money and maintenance plan, the promotion of their own store has already begun to fly.
Therefore, the focus during the Spring Festival should be on testing and selecting models. Find out the key direction for next year.
Selection and testing models: Whether the baby we choose is popular will directly affect the subsequent promotion direction next year. Therefore, the selection and testing of models during the Spring Festival should be assisted in combination with existing popular models in the store. In the initial preparation work, first of all, your own team will evaluate at least 3-5 items as the primary selection. Secondly, make certain basic sales and evaluations of new products. Secondly, we can match popular products, and sell activities in the store without asking for money. For example, if you buy the current popular products, you can take this item home together, etc. In-store marketing methods. Only by giving more presentation can we have more data for analysis. During this period, we can focus on new products and new concepts, so as to make buyers feel that they can buy them very cheaply now. At the same time, you can send mass messages or even telemarketing to buyers with high repurchase rates, informing you that you can buy new models for the next year now, what kind of discounts and gifts you can get, etc. This is arranged according to your own situation. The purpose is to try to sell more new models in the early stages.
The selected style will be arranged to make creative ideas and promotional pictures. Try to explore more selling points. The weaker link during this period is logistics. We can do free shipping during the Spring Festival, or buy 1 get 1 free of charge. Try to match seasonal things and give buyers actual discounts as much as possible. Don't be vain.
Do these basic tasks well and you can get on the bus. Choose about 3 models when getting on the car. 3 items are recommended this month, and the cost is the usual one. There are relatively more work after getting on the bus:
1. Select words: Whether the word selection is precise or not, the correlation is high, which determines the effect of our subsequent direct train. At this point in time, the key words that need to be cultivated are those that focus on 2017, spring new products, etc. During this period, I will focus on developing these words. The purpose of applying these words at this time is to next year. When many people are still launching new babies next year and the 2017 words appear in large quantities, my baby's keywords have already achieved very high ability to obtain 2017 natural traffic. Moreover, after the beginning of the year, the competition for these words is very high. Therefore, this stage focuses on this type of words, and slowly add core keywords and hot words. Also, we must optimize the title at the same time, and the titles that are the key words must be included.
Then there are brands related to competitors. This is an excellent time to grab their customers, because there are many people watching and few people buying. In this case, I want to let more people who like similar styles see my products. Brand words are indispensable, and corresponding expanded words are also indispensable. Related creativity should be refined, and I am here to compare it with other brands. I will let you see any advantages I have.
At the same time, at this stage, a certain number of babies in the store should be checked. A certain proportion of babies should re-optimize the title keywords, and do not replace 2016 with 2017.
After choosing the words, I usually invest in the regions except Tibet, Qinghai, Hong Kong, Macao and Taiwan. There may be many people who are not going to choose Mongolia and Northeast China when they are promoting spring gifts, but my current purpose is second, and it is the best to rely on potential maintenance plans. It is also beneficial if you don’t buy me a collection shopping cart.
This is how and method I choose words. After selecting words, I also need to classify the words and put them into different promotion plans. This is why the picture I posted earlier also has the 2017 spring outfit plan, but it is divided into 4 plans to arrange the words. Can you guess what words are my four plans?
2. Click rate: Then, if you choose the word, the focus is on click rate.
For testing, no matter what, the money should be used on the edge. The higher the click rate, the better. Generally, it should be optimized to at least 2%.
It's the same at all times. If the click-through rate is not good, nothing can be done. Only the click-through rate data based on a certain display is meaningful. The direct train plan can slowly drive as much as possible.
During this period, we must make arrangements for controlling several aspects of click-through rates:
1. Promotional map: This is very important, and arrangements must be made. Artists must be on call and can be arranged at any time even if they go home.
2. Promotional lyrics: After the lyrics are selected, they are not static and they have to be adjusted and read every day.
3. Bid: Bidding is considered a ranking position, a key word. Search every day to see the rankings. Is it the effect you want?
4. Promotional baby: Why do you say it in the end? This requires making arrangements based on feedback from a certain period of time. For example, if you have three models at the same time, the more you will have only one model left, then all budgets will be more focused at this time. Then the more things you need to do around this baby.
The most important thing here is to maintain a good click-through rate. You must pay attention to data changes every day. Click on the low word to solve it and maintain the click rate well. The basic foundation of the account after the New Year will basically be good. Whether it is the new keywords added by the baby or the newly promoted baby, the quality score will generally be much better. Another thing to note is that during the Spring Festival, the focus is on mobile phones, because most people have to visit relatives and friends during this period, so there will be fewer computers and many more cases of using mobile phones to surf the Internet. Therefore, it will be more difficult to make children's shoes if you only make PCs. It is recommended to focus on wireless promotion.
Another point that should be emphasized is that promotion during the Spring Festival must not be relaxed. No matter how the store has a holiday during the Chinese New Year, what should be done for the promotion of the express train during the usual period, it must also be done during this period. As long as it is promoted with a purpose, you must pay attention to the express train and adjust it every day during this period. As the saying goes, a good start is half the success, and a good Spring Festival promotion plan is also indispensable.
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