How to play the direct train on Double Twelve, and the practical methods will be taught to you

　　It will be the important e-commerce festival in December in two days, the Double 12 E-commerce Festival. Although sellers have been selling hotly on Double Eleven, they cannot ignore the impact of Double Eleven. We will find that many people say that Taobao’s Double Eleven’s direct train strategy is the same as Double Eleven. Yes, there is not much difference. But there are some differences, and today we analyze the Double Twelve Express strategy from a practical perspective. Double Eleven will go through 5 periods, but Double Eleven will only need to go through 2 periods, and directly enter the preheating, explosion, and residual heat period.

　　Phase 1: Warm-up period 12.1-12.10

　　The preheating of the express train is nothing more than registration activities, marking products, building momentum, etc. In fact, these are all the tasks that need to be completed when preheating is started. There is no need to worry about reducing conversion when marking products too early. Double 12 is an activity that everyone knows. Even if you don’t mark them, customers will wait until Double 12 to purchase. Build a momentum can attract customers' attention through various activities, coupons, etc., so that you can purchase more products or stores.

　　The keywords of Double 12 Express are simpler than Double 11, and you also need to pay attention to the good barometer and accurate matching of keywords. The barometer is actually a word that recommends Double 12, you can check it out. There is also accurate matching. Although the recommended words are good, you should also choose words that match the product competition, otherwise the traffic will only be garbage traffic. Bidding is actually mainly about the collection rate, purchase volume and click-through rate. If all are good, the bid will naturally be higher. If the click is not good, don’t bid too much if you bookmark it well.

　　Phase 2: 12.11-12.12

　　During the outbreak period, it is more necessary to do detailed work, such as observing the timing and rhythm of the outbreak. Generally speaking, from 8 pm to 0 pm on the 11th, visitors will experience a straight increase, and this is the harvesting period. If you want to harvest better, you must target old customers and target 300% of the express train for those who collect and purchase.

　　The craziest buying period is at 0:00 to 2:00 on the 12th. There is no need to invest too much at this time, just maintain it normally. The customers are more rational from 10 am to 8 pm on the 12th, but the conversion rate is higher, so the precise crowd method can be used to test the appropriate premium for the good crowd. From 8:00 to 24:00 on the 12th, the event is about to end, and some office workers will have a last-minute crazy job, so during this period, you should pay attention to attracting new words.

　　Phase 3: Remaining heat period

　　In fact, when purchasing at this time, there is a period of fatigue, most stores experience a decrease in search popularity and a decline in traffic. Although Double 12 is over, store activities cannot be missed. In fact, it is the Double 12 return event, which makes those who are determined to buy but hesitate to place an order.

　　Direct-to-track promotion is a relatively direct way for stores to obtain traffic. For store operations, it is very important to learn the practical strategy of direct-to-track. For those who are doing Taobao operations, it is particularly important to learn these things well. Only in this way can we do a good job in store operations, start the Double 12 battle, and bring about an increase in sales and traffic.