How to plan Tmall furniture event? Case sharing

　　For Tmall Taobao operation, event planning is a very important thing. For example, there are many types of products sold in Tmall Mall, including clothing and furniture. In order to promote your own store, you can do some event promotion. So before this, you need to do event planning. How should you do event planning for furniture and other products? Here we will use a case to explain it to you.

　　1. Store background:

　　The merchant runs a furniture Tmall brand store that has been operating for five years. The store mainly operates two types: home computer desks and business computer desks. The average customer price is around 500. The merchant’s store has not improved significantly in terms of operation. Seeing that the monthly turnover of a store in the same store is hundreds of thousands, but its own store is only tens of thousands, the merchant is very worried. Finally, the merchant searched Tmall agent operation on the Tmall platform and found Taosha era. Through our technical consultants, we learned that agency operation is from store diagnosis, visual marketing, and channel promotion. After two weeks of detailed discussion, the contract was finally signed to entrust the store to Taosha Times for full management.

　　2. After the operation team took over the store, the store had the following problems:

　　1. Products with unclear main recommendations for the store and no main recommendations for the store.

　　2. The product classification is unclear, the product is very messy and unorganized.

　　3. The store page style positioning is unclear, the product selling points are not clear, and the page layout is chaotic and unorganized.

　　4. The customer service has not received special training and the chatting techniques are very simple. I don’t know how to reply to the introduction of products and urge payment.

　　5. The store has not promoted the direct train and lacks paid promotion.

　　6. The store has not done any activities for old customers, resulting in a very low repurchase rate for old customers.

　　3. Operation strategy:

　　1. Analyze industry and Taobao store data, and comprehensively determine the computer desk as the main body and shoe cabinet as the supplement to meet customer production advantages and product competition.

　　Accurately position the product style, pricing, and population, and fully refine the product selling points.

　　2. Re-categorize product products and divide store products into three categories: bedroom, living room, and accessories, and classify them according to product attributes.

　　3. According to the analysis of the industry and the product itself, the main style of the store is simple and modern, creating a warm home shopping environment for buyers entering the store.

　　4. From the buyer to consult, guide orders, related recommendations, customer service urges and after-sales speeches, we conducted some training and formulated targeted speeches.

　　5. Open the direct promotion, drive the weight of the baby itself through paid promotion, accumulate sales, test main pictures, test new models, etc.

　　6. Establish a membership system and send it to Weitao regularly; plan theme-based related activities for old customers, such as returning large coupons, sending things back again, and recommending marginalized products for shopping.

　　This year, there is only a 618 event, and many merchants will participate. There will be a Double Eleven Double Twelve event in the second half of the year. As a seller, you need to learn to plan the event. The so-called "not fighting an unprepared battle. After you are ready, it will be helpful for the event and other activities. In fact, other categories of products can also refer to the above experience.