What should sellers do on Double 11? How should sellers prepare for Double 11 in 2016?

The annual Double Eleven shopping carnival feast is about to begin again. Although it is still three months away, many sellers are already preparing in full swing. So how to prepare for Double Eleven in 2016 ? Let’s take a comprehensive understanding together!

1. 2016 "Double Eleven" time

The three months of 8, 9 and 10 are very important. They are not only the beginning of the comprehensive indicator of Tmall’s official value integrity, but also the value node for various large-scale activities, so everyone must prepare well. The latest known nodes currently have the following points (the official announcement time shall prevail):

From August 28th to September 2nd, merchants can start to open Double Eleven shopping vouchers, sign shipping insurance and other matters. The newly added Tmall "11.11 shopping vouchers this year , merchants support all products in the store, which is a different point from previous years.

Pre-sale products can be registered for 0:00 on September 21 to 22:00 on September 30. Registration for pre-sale products can be made. 0:00 on October 14 to 22:00 on October 29 is the official product registration time. Products registered for pre-sales cannot participate in the Double 11 event at the same time (whether the official will still abstain from participating in the same model through a new connection this year, this remains to be verified).

2. Before preparation: Three major rules for operating on Double Eleven

1. The center of Double Eleven is not the same day, but the preheating.

Double Eleven has never been the same day. During the whole period, 60%-70% of sales were completed within the 10 days from November 1 to November 10, while the sales that can be completed on Double Eleven accounted for only 30%-40%.

2. Improving the daily sales level of stores is the most important goal after Double Eleven.

The most important thing for a store is its daily sales ability rather than its activity ability. Therefore, the most important purpose of the day of Double Eleven is not to sell goods and clear the stock, but to improve the daily sales level after Double Eleven (which is what Lao Ju usually said, what you have left after the activity). After Double Eleven, the daily sales level of the store should be twice or even more than before Double Eleven.

3. Don’t be greedy and recognize your abilities.

Why did many big sellers accumulate a large amount of inventory on Double Eleven last year? The reason is very simple, it is the word "greed". With the "greed" move, perhaps the target of 2,000W should be 5,000W. The most direct result is that it cannot be sold on Double Eleven. The inventory is being cleared throughout December, and the pace of the coming year will be disrupted. As sellers, we should be clear about where we are, and we must do what we can. We should not be greedy for the large scale of Double Eleven. We should consider what level the store’s daily sales can be improved after Double Eleven. ( Promoted to the Internet )

3. Specific gameplay for Double Eleven

First of all, from an operational perspective, Double Eleven should not be used as a whole day plan, but should be divided into four time periods:

A、0：00-3：00

B、8：00-16：00

C、16：00-20：00

D、20：00-24：00

In each time period, the PK focus between merchants is different. Maybe the sellers who have played Double Eleven many times have not figured it out.

A. The time period of 0:00-3:00 is preheating

As mentioned before, warm-up determines 60%-70% of the sales of the entire store. The core goal of warm-up is collection volume, which includes: how many coupons you sent, how many people have collected your store, collected your baby, followed your store, and added your baby to the shopping cart. In this way, consumers can come to your store to shop.

In the warm-up phase, adding to the shopping cart is a very important part. Merchants should let consumers add from collection to the shopping cart as much as possible, so as to achieve better conversions. What is the consumer psychology for a period of time? What kind of consumers will wait until 0:00 pm to open the gate to buy things on Double Eleven?

"Greed in cheapness" is the main psychology of consumers during this period of time. They are unwilling to give up the coupons they have received or special cheap opportunities. They want to cash in during this period of time. For example, for old users, you can send text messages to tell them what discounts, rewards, etc. you can get when placing an order before 2:00.

B. The search is made in this period of 8:00-16:00

This year's Double Eleven is Tuesday, which is a normal day for work. You don't rush to run in the early morning and can shop calmly. Such users' shopping behavior is mainly search, so this period of time is search. How to implement search?

On Double Eleven every year, for example, searching for the word "slim stockings", there will be 4 channels below: comprehensive sorting, sales priority, popularity, and an important channel called "Double Eleven Festival". On Double Eleven, many people will order this treasure. If you search for "Stocks", click on this channel and below its homepage, you will get a golden long-tail keyword. If you have 20 tofu blocks, will you still think the venue resources are important? How can these 20 tofu chunks appear on this homepage? (The editor reminds you: Is this the case this year? It still depends on the official regulations)

Remember this sentence: Turn other people’s warm-up period into their own hot-selling period. During the period from November 1st to 10th, when others are warming up, we start selling, because sales before Double Eleven will be included in the weight, sales and weight will increase, and the ranking will also increase, and the natural traffic brought on that day is very considerable. Sales volumes are not weighted on Double Eleven, and Taobao search rules will not be changed for that day. If you give up the long warm-up period and just bet on Double Eleven on the day, then your natural search entrance will become very small. If you have so many pitfalls on Double Eleven, then after Double Eleven, it will still bring a lot of search traffic, which will improve the daily sales capacity after the big promotion to a higher level.

C. Compete the activity resources in this period of 16:00-20:00

This time period, from the daily scenes of consumers: they start packing up and preparing to get off work, and on the way, having dinner at home, doing homework with their children, etc. Their time is seriously fragmented. There are two things to do during this period:

The first thing: compete for resources. If the store’s performance is good, you can find a waiter to find a resource position and impress him with benchmark performance.

The second thing: fight for activities. The store activities, product activities, and old customer activities that day form a small climax within this period of time, and use grand prizes to stimulate consumers (such as iPhone 6) to convert fragmented time into shopping time.

D. 20:00-24:00 This last time period is a competitive atmosphere

This last time period will end soon. Consumers will seize the last time period to buy the cheapest time period.

And the products you like, worry about missing the best offer period. Therefore, the entire store should create an urgent atmosphere: Double Eleven countdown, notice of the end of the lottery, the label of hot selling babies being sold out... Let customers enter the store and feel that if the village is wrong, there will be no tension in this store, and speed up the promotion of orders.

4. After Double Eleven: Increase in daily sales of stores after the big promotion

After Double Eleven is over, is it over? No.

The entire Double Eleven should be divided into three stages:

10-day warm-up period

Super hot sale period of the day

10-day thank-you venue

Double Eleven does not count the weight, and after Double Eleven, the weight is accounted for. In the 10 days after the end of Double Eleven, the daily sales capacity of the entire store will be improved by taking activities such as "Excellent Continue", and the search pits before Double Eleven are maintained and even improved.

Why 10 days? Because November 21st is 10 days after the end of Double Eleven, Taobao habitually arranges Juhuasuan promotions to help merchants with excessive stockings. Using these 10 days and Juhuasuan resources, they can clean up the excess inventory. For sellers in the fashion industry, if they clear the inventory in November, they will become very calm throughout December. You can launch new products in January, bid farewell to the old and welcome the new, and welcoming the last new product in the year before your opponent. After understanding the basic situation, how should we operate the annual Double Eleven?

1. Product clone technique: For the same product, new links are published in different venues, and they are not considered duplicate distribution. Not all merchants like Handu, Liebo, and Afu, there are hundreds or thousands of product links. Some merchants don’t have many SPUs, especially small categories. Small and beautiful merchants have dozens of more, and only a dozen or twenty fewer. They have to participate in pre-sales and participate in the main venue and sub-venues. The links are not enough to register. Let’s give up a certain venue. It’s a pity that the white traffic will eventually turn into golden sales. Ok, the method is very simple. Create a new link with the same model and report to different venues, without catching duplicate distribution.

2. Preheating time: According to the supplementary provisions of investment promotion rules (the official shall prevail), the preheating time is from 00:00:00 on November 1st to 23:59:59 on November 10th, but the pre-sale of Double Eleven products starts from 0:00 on October 15th. Moreover, after so many years of bombing on Double Eleven, most online shopping groups basically know that Double Eleven has saved up enough wallets and waited for Double Eleven to purchase. Therefore, starting from mid-to-late October, the daily sales of many stores will basically begin to decrease, unless you go to major events such as Juhuasuan during the same period.

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