As we all know, the 618 promotion is one of the most important official promotions of the year. It is related to whether the entire store can be in a good state to welcome the market in the second half of the year, and even determines whether the store can be invincible in the second half of the year.
What changes has it made in the basic situation of Tmall 618 this year compared with last year? It is mainly manifested in the following 4 points.
First, the activity time of 618 increased by 17 days.
The official time has been changed from June 18 to June 20 last year to June 1-June 20.
Therefore, this year's 618 event will be a complete tug-of-war, and many gameplay strategies will also undergo great changes due to this change.
Second, the transactions generated by this year's 618 promotion will be included in the main search and Tmall search.
This will be a subversive rule change for merchants!
This requires special attention from all sellers who have signed up to mark this!
In previous years, some transactions in the promotion venues will not be included in the main search. This year's change will completely overturn the previous basic style of 618! The performance of 618's single products will directly affect the ranking and level of single products and store after the big promotion!
Third, changes in preferential rights and interests: On the one hand, the discount intensity of Tmall 618 has been reduced a lot compared to last year. Whether the discount intensity will be temporarily increased and subsidized by merchants is expected to be adjusted depending on the later trends of JD.com;
On the other hand, discounts are no longer calculated in a progressive manner. Parallel algorithms are introduced for the first time, allowing consumers to see discounts at a glance. They can also buy them quickly if they are not good at math, which is conducive to increasing online transaction opportunities, which is a great benefit for merchants.
So for merchants, how to use discounts to maximize consumer conversion rates?
I suggest that merchants should first re-examine whether the amount of concessions exceeds expectations under the new rules. If it exceeds the price, appropriate adjustments should be made.
For example, when setting up coupons, it is recommended to fully consider the gross profit margin of the product and match the products in the store; and to avoid the decline in consumption desire due to the decrease in the number of coupons, and tend to purchase products from competing stores.
Secondly, because the discount algorithm is simple, merchants can guide the selling price or orders on the product details page to better improve the average customer price or conversion rate. Fourth, there is another very important change that I think is that pre-sale products cancel the strategy of deposit inflation, but also participate in the discounts in a unified manner according to the coupon usage of spot products. This change is actually a very change direction for Tmall this year. I won’t go into details here. Those who are interested can discuss it separately!
OK, let’s summarize the main changes in Tmall 618 this year:
1. The official activity period is extended to 20 days.
2. 618 transaction orders are included in the main search.
3. Parallel threshold calculation rules.
4. Pre-sale products no longer support the deposit inflation function.
The official period of the event was extended to 20 days, and 618 transaction orders were included in the main search. These two items will directly subvert Tmall’s traditional gameplay since its launch! If you don’t understand it carefully, something big will happen! The official event time of this year's 618 period has increased from 3 days last year to 20 days this year. The sales volume during this Tmall 618 Ideal Life Carnival Season (including active products + inactive products + pre-sale products sales) is included in the main search and Tmall search. In other words, orders during the big sale will be included in the weight of the single product as usual. You may not be able to think clearly about these changes with your own relationship at once, so let me point them out for you.
The influence of weight of 618
First of all, we need to mention a common sense, that is, the accumulated weight time of a single product is based on 30 days as the cycle. We can see that the monthly sales on the panel are recorded in the accumulated data within 30 days.
Then during this year's 618, the sales volume of the event was included in the main search, so the orders during the 618 period will give the accumulated weight of the single product. And because the official activity cycle is 20 days. Therefore, the competitors who are active marking will sell better than those who are not active marking in these 20 days, and the weights will be normal!
The equivalent of products that performed weakly during the 618 period lost two-thirds of their weight. So if we do not respond seriously to 618, after 618 is over, the products that were originally ranked behind us will have the chance to rank ahead of us, and our single products may return to before liberation overnight! After the end of 618, except for seasonal products, all industries have begun to enter a fierce competitive atmosphere. If our store suddenly collapses, it can be said to be a fatal blow, and it may be difficult to turn over the entire second half of the year! Seeing this, many small and medium-sized sellers may panic. Especially for merchants who do not have the 618 marking event, how should they deal with this situation?
How to play 618 without marking
Here I will give you a brief reminder first, and I will not elaborate on it in detail. If you are interested, I will share it.
First of all, small and medium-sized sellers should be clear that even if there is no marking 618, we must participate in the event atmosphere to let customers know that you are also catering to 618 activities and cooperate with the promotion during the warm-up period. Because first of all, during the pre-heating period of the big promotion, the traffic of the market will increase a lot compared to usual, and the search traffic is also far higher than usual.
Therefore, through direct trains, drilling exhibitions, etc., we can reach much more traffic than usual.
In addition, the purchasing factors of consumers change during the big promotion period, which is easier to guide collection and purchase behavior than usual, and is more conducive to improving conversion rates.
Registered Merchant 618 New Play Method
For big businesses or businesses who sign up for 618, the following new key points of play should be kept in mind! 1. Promote using the pre-warming period of the big promotion
For registered merchants, using the pre-heating period of the big promotion is an important way to play it that cannot be ignored! For example, before the official promotion, I personally must arrange the promotion of new products, because promoting products during the promotion period will be much lower than the promotion cost of daily promotion products.
When we promote new products on a daily basis, if the sales level of other competitors in the industry is much higher than ours, it will inevitably be difficult for us to get a good conversion rate when we promote new products, and it will be difficult to catch up with the sales level of our competitors. But it was different before the big promotion. Consumers’ purchasing factors change from choosing the product itself to paying attention to the discount strength of the day of the event, so the intention to compare horizontally with competitors will become weaker. If we cooperate with the store’s event atmosphere, we can also attract customers to collect and purchase. These collections and purchases will be converted into transactions during the official period of the event. So relatively speaking, the conversion rate is much higher than that of daily promotion products.
2. Use the horse racing mechanism during the event to surpass your opponent
The horse racing mechanism during the preheating period of the event takes collection and purchase as the main factor. Based on the promotion of the first preheating period, our products can compete on the same starting line as competitors with comparable strength on the same starting line, even exceed the competitors!
If we have more horse racing than competitors during the preheating period, we have a chance to more competitors during the official event, resulting in more orders and outputs than competitors. If the data is well controlled, this advantage will continue until the end of the event. For sellers who can accurately calculate data, they can accurately surpass their competitors' data bits by using these 20-day promotional time, and the traffic is above competitors! Sellers who have heard about my data-based thinking system share content, have you started to laugh at this? I believe that precise calculation of data is no longer a problem for you! You can repeat the process I described and calculate the investment situation. It is easy to achieve the promotion cost during the big promotion period being more than twice as low as the promotion cost during daily sales.
3. Plan time points and register for multi-level activities
At the same time, it is recommended that all merchants plan the time points and register for the official activity entrances during the official 618 event period, such as Juhuasuan, Taobao rush purchase, daily special offers, etc. The best time is the official date of June 1st, but this day is definitely the day with the most intense competition among various activity entrances. This will maximize the order volume on the day of the event, and thus can obtain better venues and search portal display locations during the promotion period, thereby gaining more sales opportunities. By mastering the key points of the changes in the 618 rules this year and doing the above three points well, merchants who sign up for the 618 promotion this year will be able to achieve a higher starting point after 618, surpass their opponents, and rise to a level overall!
Conclusion
In short, this year's Tmall 618 was reformed unknowingly. Few people paid attention to the changes in the entire gameplay brought about by these changes, but in fact, the changes are so great that it can be said that it completely subverts the traditional way of playing Tmall since it was launched! Judging from this change, in the past, the era of hot products has been completely eliminated without realizing it! The scientific nature of the data-based thinking system and precise computing methods has once again been officially confirmed by Tmall! Those who have mastered the above ideas, congratulations on understanding the core principles of search rankings. If you can make good use of the characteristics of this big promotion, such as the horse racing mechanism, you will achieve a qualitative leap! In the end, this year's 618 will become a challenge for others, but it will be a new opportunity for you! Never take chances anymore and fantasize about playing around in the past 618.
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