How to make the store operation plan after the 618 promotion?

　　The mid-2018 e-commerce promotion has finally ended. No matter what the result is, it is the top priority to make a good future operation plan. Regardless of the result of the activity, have you drunk soup or eaten meat. It is naturally good to prepare for the next one. If you do it late and don’t keep up, you will just give up the mid-year operation. If you are not prepared enough, you will give up a lot, and store operations will be done step by step.

　　In practical experience, it is often emphasized that as a store owner, you should not just look at the current operations, but have a global operation plan, activities in each time period of Taobao, theme activities at different stages, daily store activity arrangements, and daily traffic diversion operations, etc., all require systematic planning.

　　Building a store is not just about how to do the current step, but about how to do the current step, and how to do the next step. Why do shops have operations? What we need to consider when operating a store is the overall store operation plan. When doing things, you have plans and plans. Plans and plans are the guiding direction of doing things. If you do it in accordance with the direction, can’t the store do it well?

　　The state of strategizing and winning a thousand miles is because you have arranged things, how to do things, how to develop things, and how to deal with things.

　　618 is over. Whether you eat meat or drink soup, the store must do the follow-up operations! Some friends complained that the intensity of this year's event is far less than that of last year, the traffic is much less, and the baby is not selling well enough. If the market gives you, let’s first check whether the traffic is low or the operation is not in place. Just do a 618 review.

　　Taking advantage of the momentum to market, this trend refers to trend and momentum. Now the mid-year promotion is in full swing. If the store makes a good plan for the promotion, it will capture traffic and promote the store.

　　When I shared it before, I mentioned that the incremental operation method of the store is to break through the hierarchy and break through the ceiling of traffic. When operating the store this time, I did it according to this method and combined with the operation layout during the event.

　　Store registration is over in mid-May, and the store needs to sprint, increase the output of baby pits, increase the store level, and obtain more traffic. Before and after the event, the store needs traffic. Before the event, it is necessary to race horses to grab traffic, and after the event, it is necessary to grab traffic to ensure output value and level.

　　The early June is the store storage period, and the store is steadily improving. The focus is on improving the collection and purchase of babies, including gifts for collection, discounts, coupons, etc., and increasing the popularity of activities. The conversion data at this stage is not important, the focus is on traffic and the popularity of collection and purchase.

　　As June comes, the event has begun, and all we need to do is to cover the traffic in all aspects. During this period, small and medium-sized merchants have already felt the reduction in traffic and the chaos in rankings. The product weight of the event target is higher and can get better exposure. Now the activity is no longer a day of effort, but a continuous operation, and the demand is flow and heat.

　　To summarize, the overall 618 strength is indeed reduced compared with the previous one, but the shrinkage is in some diversion categories and diversion products. For example, if the platform impacts, the product is in the event time, and the disruptor will be there, and the traffic will be to other platforms. Furthermore, there are changes in playing methods, the protrusion of content marketing, the reduction of traffic at the traditional activity entrance, and more content buyers.

　　There are only a few fish in the fish pond, and after running a few, the intuitive feeling is that there are many fewer fish. There are countless fish in the pond, and if you slip away a few of them, you won’t feel that there are fewer ones. The key is not how fewer fish are, but how to make more fish.

　　618 didn’t have time to share the preparations before the operation, and just review it briefly. I still pay attention to how the store should continue to operate after the big promotion. I will try to share the activities during Double Eleven this year. The end of the event is not the end of the store, nor is it when the store is resting. The operation must be kept up and the traffic must be kept up.

　　What are the characteristics of the end of the event: the buying fatigue period occurs, the search popularity decreases, and the traffic declines. This is inevitable for big markets, but what you want to do is to go against the current, and you cannot fall faster than the market and faster than the peers. During the subsequent activity period, you should continue to move and make other arrangements.

　　Return arrangement

　　Before and after the big promotion, the purchase demand still exists. Buyers will have this kind of behavioral habit. When the product is being promoted, they do not rush to buy it and consider whether they need the product. When the product is no longer discounted, the buyer is determined to buy it, but when he sees that the product is not discounted, he starts to hesitate again. Therefore, the product’s return promotion must be done, and the pits for the promotional activities will be back.

　　The industry promotions are completed, but the store promotions must continue. Because you invested in traffic, attracting new visitors, new collections and purchases, and new groups of people, your purchasing needs have not been met. The store’s own return cycle must be at least one conversion cycle, such as the 3-5-day cycle of clothing. In this way, you can fully digest the traffic imported in the early stage.

　　Event Schedule

　　Making good return arrangements is to convert the traffic before, and making good arrangements for activities is to further continue the popularity of activities. Before the big promotion, the traffic will be imported through other activities and the store will still be imported. After the big promotion, other activities are also needed to continue the store popularity and further promote the hot sales of store products.

　　As mentioned earlier, it will continue the purchase needs of buyers, maintain the store’s traffic heat, continue to sell hot, and there are many visitors, so the store will be hot enough, instead of the store will be resting after the event. You should know that this wave of operations is now mid-year, and the subsequent operations are for Double Eleven, which starts in September, so you must prepare before. It's still long, and it's near in front of me.

　　Promotional arrangements

　　The medicine cannot be stopped, and the traffic cannot be stopped. The current promotion is all about crowds and searches, and the results are all accurate traffic. You don’t want such visitors, what do you want. The simplest thinking of many people is that if you don’t spend money to attract traffic, how can you get free traffic?

　　What you need to do in promotion is to adjust your operation direction. During the event, more merchants will invest regardless of cost. Of course, rational merchants will make relatively reasonable investments and will not lose money and make a lot of money. The overall operation direction is high, high click, and low production direction. What we need to do now is to effectively drain traffic and control production, and no longer focus on obtaining exposure, but on obtaining precise traffic.

　　The normal placement ranking of keywords, lowering the premium for the crowd, and targeting the homepage, and whether to continue to operate at high prices all need to be adjusted.

　　Traffic drainage arrangements

　　In terms of traffic diversion, it mainly depends on the crowd situation of the store. While doing precise traffic to direct traffic, do you need other traffic, such as off-site traffic, such as Taobao traffic, and activity traffic (the activity traffic is also good, and there are also bad, small businesses often do activities like gold coins, and the crowd dimensions are chaotic, Juhuasuan, and rush to buy activities are relatively high-quality, so it depends on the traffic of the store and the crowd situation to choose).

　　At this stage, it is to maintain the store's traffic so that it will not lose too much. It will choose the promotion operation based on the store's traffic needs. This period can be used to attract traffic. The display resources of the drill show are many, and the coverage of the entire network is high. When continuing operations such as returning to the market, you can deploy high-quality resource positions and people to obtain traffic.

　　New product arrangement

　　The promotion event is now popular with hot products or subsequent maintenance of popular products. When operating popular products, you must not forget the operation of new products. The mid-year big promotion itself is the rising point of traffic. After that, market demand and product seasonality will change. Therefore, with the help of the big promotion traffic, we will timely plan new product operations.

　　For products with strong operating capabilities, they can continue to make a wave of current products. For products with weak operating capabilities, they can continue to maintain existing products and divert new products. Two aspects of new products, new products of the season, and products related to hot products. On the other hand, it is to change seasonal products and arrange them in advance.

　　The above briefly introduces a planning idea for the second half of the store operation. After all, the 618 promotion only once a year. What is more important is to put operations every day. Only long-term and stable operation planning will bring a steady stream of traffic to the store!