Abstract: When preparing for Double 11, you must find your own pain points and prescribe the right medicine. The so-called right medicine means that you must deeply analyze the actual situation of the store itself; the so-called medicine means that you must choose a good strategy for your goals and choose a good and convenient tool and service.
Double 11 has been around for 4 sessions. Every year, some wins a lot of money, while others have all the goods left. In terms of the four key points of inventory, drainage, product selection and logistics, preparation and planning are ahead, but there are still many problems on the actual combat day and it is hard to defend against. Although I work hard, I will still be injured. How can 11.11, which seems to be "disarrayed", break through the siege?
Find the right medicine for your own pain points
The so-called right symptoms means that we must deeply analyze the actual situation of the store itself. Determine the Double 11 goal and determine the strategy to be biased based on the goal. For example, for sellers who continue to increase GMV, on the basis of preparing hot products and driving traffic, it is more important to increase the conversion rate. Large merchants have more capital investment to drive traffic, but often when consumers come, they go shopping and then jump and leave. For starters, if you cannot go to the main venue, you will take advantage of the Double 11 east wind and hope to increase the exposure of the store, it is relatively important to divert traffic. More funds should be placed on divert traffic rather than inventory. Just do a good job in the inventory of celebrity products, and other funds will bring in the target consumers, telling consumers that this is the type of store they need, to promote treasure collection or store collection, and even to promote certain purchases to form members. Such Double 11 may be more meaningful for small sellers, rather than following the trend to stock up on goods. In the end, there will be a shortage of funds and cannot attract traffic, and in the end, all the goods will be left. The so-called drug use is to choose a good strategy for your goals and choose easy tools and services. Select or upgrade the tools and services required according to the policy. Finding one's actual goals and making key strategic plans is the foundation. But if you want to do it well, you must first sharpen your tools. How to choose various tools that suit your own strategy has become a headache. The seller service market is an official platform for providing tools and services to sellers' various needs. There are as many as 20 categories and the number of tools and services under various categories is as high as 11,000. It is a challenge to choose the right tool service for you in the face of so many tools. Choosing the corresponding category based on this goal is the fastest and most effective way. If the main goal of this Double 11 is to increase the number of new customers and increase member conversion rates, then traffic promotion tools, customer relationship management tools, and even decoration and photography services are indispensable; if what you want to improve the most this time is the paid conversion of old users, then product management tools, promotion tools, and customer service will become more and more important. Therefore, grasping the key points and choosing tool services in a targeted manner can save money and effort and be more effective.
Fight side by side with sellers in the service market
The purpose of the seller service market at the beginning was to deepen Taobao's purpose of "no business that is difficult to do in the world". It is hoped that through this platform, sellers' business can be made more convenient and easy, and provide sellers with a full-link one-stop service system. After several years of development, the seller service platform has currently covered 80% of Taobao sellers and Tmall merchants. The tools and services of 20 categories have covered all links of the e-commerce industry chain. The continuous expansion of new sellers' "hydropower and coal" business has also begun to design various underlying services for e-commerce, and an e-commerce ecosystem for sellers is gradually forming. With the increasing growth of Double 11 activities, Double 11 has become the highlight of sellers' annual marketing. The seller service market hopes to take advantage of its own platform to allow sellers and merchants to obtain their favorite tools and services at a lower cost than before, thereby helping them prepare for Double 11 and adding bricks and tiles. Therefore, the event to help sellers prepare for Double 11 every year came into being. In response to the tools and service needs of merchants and sellers to prepare for Double 11, the seller service market launched the annual well-known event "Help sellers prepare for Double 11" on September 1. From the most effective tools in previous years, preparation for white papers, helping KPIs, and small sellers to play Double 11, from four perspectives that generally reflect sellers at all levels preparing for Double 11, help sellers understand their own pain points, and thus select tool services more targetedly. As Jack Ma said, Double 11 is a festival for sellers to thank consumers. For the seller service market, September every year is a festival for the seller service market and service providers to thank sellers. In this event, the seller service market preallocated more than 2 million yuan as a fund to give back to sellers in this event, with discounts as low as 30% off, attractive prizes including annual data cubes and other discounts. In this way, we can help sellers prepare for the war, and at the same time, we are grateful for the sellers' strong support for the service market over the years. Whether it is for big sellers or small and medium-sized sellers who have started their careers, obtaining the tools and services they need at a lower cost, effectively preparing for Double 11, solving pain points, and allowing sellers to have a Double 11 without regrets and enjoyable Double 11 is the original intention of sellers to serve the market. Double 11 in 2014 is finally coming, with a big test every year, hard preparation every year, and gratitude for consumers every year. The seller service market helps prepare for the war once a year, and fights side by side every year. I hope that the seller’s Double 11 will no longer be lonely and the seller’s Double 11 will no longer be hard. Let us make an appointment to serve the market on September 1 and jointly start the curtain of preparing for Double 11.
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