How to achieve store promotion for e-commerce operations on Valentine's Day in the Chinese Valentine's Day

　　It will be the annual Chinese Valentine's Day in a few days. How can e-commerce sellers conduct store promotions on this day and how can they make store sales? This requires us e-commerce operators to think about the strategy. Today I will share with you how shop novices can do a good job in the Qixi Festival store operation activities.

　　If you are currently working in an e-commerce platform that focuses on skin care and receives a new task from the company, you need to "raise sales to 1 million on the Chinese Valentine's Day", this article will teach you how to do a good job in e-commerce operations.

　　1. How to buy after you get the target?

　　First of all, when you see the sales target of 1 million, you will feel at a loss when you first come into contact with e-commerce and don’t know what to do to achieve the goal. If you plan the event rashly in this state, you will find many problems during the execution process. Then the first thing you need to do is to break down the target and understand the components of sales (GMV).

　　From the above figure, we can see that GMV is closely related to UV (number of independent visitors), paid conversion rate and unit price. First, let me explain what each noun means:

　　①Uniquevisitor: the number of independent visitors, which refers to the natural person who accesses and browses this web page/APP through the Internet;

　　② Paid conversion rate: the proportion of converting visitors into paid users, that is, the paid conversion rate

　　③User unit price: the average amount of goods purchased by each user, that is, the average transaction amount

　　After understanding the meaning of each noun, you can understand that improving GMV should actually be divided into three modules, increasing UV, increasing paid conversion rate, and increasing customer unit price. So how should you buy in all aspects? Here are some ideas:

　　1. How to increase UV

　　The Chinese Valentine's Day is China's Valentine's Day. Most couples like to go out for the holidays. Boys usually give gifts to girls. So what should I do as an e-commerce company focusing on skin care/beauty makeup?

　　① Channel delivery - Promotion activities are carried out through different channels inside and outside the platform to increase the influence of the event. The content of the delivery is mainly to teach boys what gifts to send to the Chinese Valentine's Day, and the delivery channels are as follows:

　　Your own traffic channels (Weibo, official account, community, your own APP, staff circle of friends...),

　　Platform traffic channels (social media, community products, live broadcast platforms, video platforms, self-media platforms, audio platforms...),

　　Paid online traffic (Guangdiantong, Fantong, KOL, application market, points wall...),

　　Paid offline channels (print advertising, mobile advertising, celebrity endorsement...);

　　If you still don’t know how to do it, you can check how JD.com 618 and Tmall’s Double 11 were launched in the early stage.

　　For example, in the past 618, JD.com probably did these more eye-catching things:

　　Jin Zhiwen was invited to create a 618 theme song;

　　Launch the "618 Memories Kill" video;

　　Several digital advertisements were filmed to strengthen the concept of "618";

　　Jointly to "Happy Comedy" to create multiple humorous short films to promote promotional information;

　　Plan the huge issuance of coupons for nine "consumption gods", which is called "Super Coupon Day";

　　United Jintouzhang launched the "Trust is Gold-Brand Creative Proposition Competition" on Weibo;

　　Joined N brands to launch the topic of "like body" on Weibo;

　　Launch 6 major rankings and 30 categories of small rankings to recommend good things to consumers;

　　The night before 618, the huge advertisement of "618" was lit up in landmark buildings in major cities across the country.

　　...

　　Of course, most platforms do not have such strength, so they need to be adjusted according to the attributes and budget of their own brand. As for skin care/beauty products, they can be promoted and distributed by investing in Internet celebrity bloggers and joining the Xiaohongshu platform.

　　②CRM strategy - stratify users based on browsing history and shopping habits, and push different activities and contents through mobile phone text messages and APP; for example: push beauty product discounts for users who have browsed or purchased beauty products in the past 3 months, and directly stuff coupons for users who have not browsed in the past six months through push notifications.

　　③Social sharing - promote users to spread spontaneously through social sharing functions such as bargaining, group buying, invitation gifts, sharing gifts, etc.; citing the following:

Daily Youxian bargaining, group buying, inviting friends and other ways to play

　　④Based promotion activities - select target user cities and places with large traffic, expand influence through offline ground promotion activities, and increase the number of community users.

　　A more popular method in recent years is to build pop-up stores in major shopping malls and commercial centers, which are cost-effective and convenient for promotion.

　　2. How to improve paid conversion rate

　　First of all, we need to consider what is the paid conversion path? Then optimize the path, assuming that the platform paid conversion path is as follows:

　　From the above figure, we can see that the conversion path from download to paid is very long, and we need to ensure that the path is smooth in each conversion node.

　　① Reduce the registration/login threshold - you can obtain the verification code through your mobile phone number to log in directly, and add regular third-party logins, such as: WeChat and Weibo;

　　②Home page attracts attention - create an atmosphere within the site during the Qixi Festival activities, highlight the platform product characteristics and the Qixi Festival activities on the homepage to attract users to view and click, and try to be unified and refined visually;

　　③ Product introduction page optimization - by optimizing product details page copy, extracting product features and selling points, prompting users to reduce price comparison behavior and place orders quickly;

　　④Give coupons - amplify the information on receiving coupons for the Chinese Valentine's Day event to encourage users to make quick order decisions;

The purpose of the Qixi Festival activity page launched on Taobao mobile phone is to issue coupons

　　⑤ Set a countdown on product discounts or inventory rush - create a sense of urgency and a feeling that you will no longer have if you miss it, and encourage users to buy as soon as possible;

　　⑥ Lucky lottery - The following single times or amount is used as the threshold for obtaining the number of times the lottery is the real prize and the virtual prize. The real prize is the couple travel package, skin care package, lipstick, iPhone, etc. The virtual prize can be the threshold-free coupon, platform membership, points, etc. (Note that the prize value of the lottery activity cannot exceed 4,999 yuan);

　　⑦Increase payment platforms - by accessing multiple payment methods, such as WeChat Pay, Alipay, ApplePay, UnionPay, etc., reduce payment loss caused by the payment methods used by users not being connected to the platform.

　　3. How to increase customer order price

　　According to the characteristics of the products sold on the platform, the corresponding average customer price is different. Assuming that our platform's daily average customer price is around 300-400, what methods can increase the average customer price?

　　① Launch a combination suit - The Chinese Valentine's Day is mainly a gift-giving scene. If a boy gives only one item to a girl, it will look very thin, so it will be more appropriate to launch a combination suit; in addition, buying according to the combination is more cost-effective than buying a single item, and it can further attract users to pay;

　　② Full discount strategy - use the method of instantly reducing XX yuan in purchases and giving prizes for purchases of XX items and prompting users to make orders;

　　③Give coupons - set coupons with different thresholds, such as 30 off for purchases over 200 or 50 off for purchases over 300, remind users on the shopping cart page and checkout page to get discounts;

　　④Rull draw activities - use the purchase amount as the threshold for participating in the lottery. The prizes drawn should be consistent with the Chinese Valentine's Day, such as limited edition high-end high-end customs, Chinese Valentine's Day travel packages, etc.

　　After considering all the above 3 points, let’s think about whether there is another indicator closely related to the platform that has been dropped, that is, the number of SKUs . If the platform’s products are small and the products that users like are not on the platform, will even the subsequent work become futile? So we also need to consider how to increase the number of SKUs:

　　① Through the analysis of user groups, independently develop/access more products suitable for users;

　　② Add categories, in addition to existing categories, study what products are on the competitive platform that we do not have or they have fewer.

　　Of course, in addition to the above content, there are many promotional methods that e-commerce platforms can do. Here is a promotional method diagram for your reference, from the Internet:

　　2. How to implement the target after dismantling it?

　　Through the relevant content mentioned just now, you can basically understand what indicators a sales target consists of and how each indicator can be improved. So how do you implement it after you have these ideas and get a job done?

　　We can first understand the concept of "people, goods, and places" . People are users, goods are commodities, and places are platforms. What the platform needs to do is to build a bridge for users and goods to have relationships on the platform, and activities are generated by the platform to increase the frequency of relationships between users and goods.

　　The implementation of the event must involve these three aspects, so we first need to hold the first production, supply and marketing collaboration meeting. The participants of the conference include: marketing, product development, commodity department, content operation, event operation, and communication with the objectives of this event, the current traffic gap, product demand, content packaging atmosphere, and product development support required for event play.

　　Targets were set for each module at the meeting, such as what are the available traffic entrances and what are the traffic targets respectively; what is the discount for the product of this event, what is the approximate total value of the goods required; what is the main gameplay of the event, whether technical development is required, how long is the development online cycle... and after the meeting, it is drawn into a SOP Gantt chart and sent to all participants for promotion.

　　How to draw SOP? Let me take the example of completing sales of 10 million on the Chinese Valentine's Day. First, I will divide the work into several modules: event planning, content planning, product development, page design, product reporting, traffic grabbing, logistics distribution, and then I will specify each module to the person in charge, target requirements, and completion time. The specific table is as follows:

　　3. What pitfalls in the execution of the activity

　　Through the above methods, we will advance step by step from dismantling the target to SOP implementation, but we still need to control some key points, otherwise it is easy to get stuck. Here are a few points to pay attention to:

　　① When planning an event, do not be bound by existing functions, development cycles, etc., first brainstorm, and then think about whether it can be implemented and whether it can catch up with the event time;

　　② During the execution of the event, you need to keep a close eye on and confirm the progress of each module at all times, and do not be a hand-off manager;

　　③The main products of the promotion will involve all aspects, including exposure in the front section, external publicity, content packaging, etc., so you need to confirm with the product department in advance and do not delay;

　　④ In terms of the main visual of the design activity, you need to communicate with the design in advance to present the effect and atmosphere. Don’t wait until you are not satisfied with the picture before modifying it;

　　⑤ After the event is launched, you need to always pay attention to inventory, product sales trends, and sales completion status, adjust the product sorting, and whether to increase the activity playing method;

　　⑥ Usually the activity time is 3-5 days. You can adjust product filling, visual design, external publicity, etc. based on the previous day's UV, sales, CTR and other data, and do not remain unchanged.

　　4. Summary

　　In addition to mastering how to disassemble the goals, clarify the space for indicator improvement, and implement SOPs, an e-commerce operator also needs to always pay attention to the current market gameplay, competitor activities, trend trends, product iteration and updates, etc., so that he can be ahead of the activities, rather than being chased by the activities.

　　E-commerce operation is not as difficult as imagined. Once we master the skills and methods, it will appear very simple. The difficulty of e-commerce operation is not the bad store or the bad product, but the operator's thinking. For e-commerce operators, strategies and methods and techniques are very important. If you don’t know how to operate it yet, then you can choose to join us. Our purpose is to help you do a good job in e-commerce.