The annual Double 11 shopping carnival feast is about to begin again. Although it is still three months away, many sellers have already started preparing for the 8, 9 and 10 months in full swing. It is not only the beginning of the comprehensive indicator of Tmall's official value integrity, but also the value node for various large-scale activities. Early birds eat insects, and prepare in advance so that the store can sell well. On August 22, Alibaba Service Market ( https://fuwu.taobao.com ) launched the first "Double 11 Short Sale Festival". During the short Sale Festival (August 22-September 9), the service market will launch 161 merchant tools and service products for Double 11, covering quality inspection and quality control, corporate ERP, store analysis, product shooting, Internet celebrity models, site promotion, customer service tools, etc., to provide full-service guarantee for merchants to play the Double 11 promotion well.
The short-selling festival provides sellers with the necessary tools and services for each time node according to the rhythm of Double 11. The important time nodes of Tmall Double 11 in 2016 are as follows:
1. Merchant registration: 10:00:00 on August 18, 2016-22:00:00 on August 24, 2016
2. Check the merchant registration review results, set up "Double Eleven Shopping Vouchers", sign freight insurance and other 2016 Tmall Double Eleven Sports Related Decree Text: 14:00:00 on August 25, 2016-23:59:59 on September 1, 2016-23:59:59 on September 20, 2016-23:59:59 on
September
29, 2016-23:59:59 on September 20, 2016-23:59:59 on September 20, 2016
2. Formal products: October 13, 2016, 14:00:00-October 27, 2016, 23:59:59
IV. Activity warm-up: November 1, 2016, 00:00:00-November 10, 2016, 23:59:59
V. Formal activities: November 11, 2016, 00:00:00-November 11, 2016, 23:59:59
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%. In order to better warm up the store, the service market includes a large number of preheating tools such as SMS marketing, Weitao marketing, coupons, and collection gifts, so that store preheating and marketing promotion are no longer bottlenecks.
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. 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. When preparing goods, you must do what you can. Pallets should be scientifically placed, and there are also routines to follow when preparing goods.
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.
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.
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 Double 11, ordering and shipping has become the most difficult thing. The speed of ordering and shipping directly determines the store's shipment volume.
1. What is the 90% requirement for Double 11 registration?
Answer: The indicator value is higher than 10%, not less than 90% of the overall ranking of the merchant, and the backend after-sales indicator is higher than 10%!
2. For Double 11 activities, must the DSR score meet the requirements? If other conditions meet the DSR score, can you register for the Double 11 activity if you do not meet the DSR score?
Answer: DSR score is the benchmark for marketing activities, and it is not allowed if it is not met.
3. Register for several months of sales data, can you use the ranking of sales data or higher than a certain sales volume to enter the event? How much higher is the food sales from January to June 2016?
Answer: There are no specific values for merchants in the same industry. For example, ranking according to a value, etc., as long as you reach the ranking. As for rankings, it depends on the competition among category merchants.
4. If the store cannot register for the Double 11 venue, is it impossible to register for the marking of individual products? What are the review standards for single product marking?
Answer: As long as you pass the Double 11 audition registration, you can mark the product. Only after you pass the audition qualification can you register for the venue.
5. If a Tmall store wants to register for Double Eleven in 2016, can you register for the comprehensive after-sales index ﹤10%?
Answer: The marketing benchmark rules are strictly enforced, so it is not possible!
6. Is freight insurance required? When to sign and where to sign?
Answer: The "Tmall Double Eleven" freight insurance is to reduce the later disputes over the sale of goods on Double Eleven. Tmall recommends that the partner merchant sign the agreement and serve as a prerequisite for the merchant to carry out this Double Eleven cooperation with Tmall.
However, for some categories (virtual categories, air tickets, hotels, medicine, fresh food, wine, large appliances, kitchen appliances, new home decoration cars/second-hand cars, tires, wheels, residential furniture, commercial/office furniture, home decoration main materials, basic building materials, electronics/electricians (referring to batteries/transformers/wires), decoration design/construction/supervisor, Tmall International Merchant, jewelry/diamond/jade/gold), current insurance products are not applicable, so merchants for this category will not incur freight insurance fees, and the corresponding freight insurance agreement between Tmall and the merchant will not take effect.
7. If you withdraw from freight insurance in the later stage, will ordinary freight insurance also be withdrawn?
Answer: Please inform the merchant: Please withdraw the freight insurance after the event is over, and the ordinary freight insurance will also expire. Please understand.
8. Does the merchants who have not been successfully selected still have the opportunity to sign up for the audition again?
A: No, there is only one chance to audition.
9.Double 11 Shopping Carnival, what does the comprehensive after-sales service indicators mean in the benchmark marketing rules?
Answer: A comprehensive evaluation data includes three indicators: refund dispute rate, refund autonomous completion rate, and refund completion time. The value range is in the past 28 days. The comprehensive indicators show the comparison with peers in the form of ranking proportion; all merchants must meet the ranking of the comprehensive after-sales service indicators under the same industry. If you have to defeat more than 90% of the following-sales service indicators, you must defeat more than 10% of the peer business merchants before you can register to participate in Tmall marketing activities.
10. What is the difference between pre-sale products and normal products?
Answer: The pre-sale products for Double 11 are the same as daily pre-sales. They are in the form of deposit + final payment. The formal products are products purchased at the Double 11 event price on Double 11.
11. Can products participating in the Double Eleven event also register for Juhuasuan at the same time?
Answer: Products participating in the 2016 "1111 Shopping Carnival" can participate in Juhuasuan at the same time, but the price of the product for the formal event must be the same as the price of Juhuasuan; if the two are inconsistent, the price will be forced to be changed to the minimum price for registration; if the products participating in Juhuasuan at the same time, the merchants are asked to follow the Juhuasuan rules at the same time.
Products participating in Juhuasuan flash sale activities (such as theme groups/brand groups of 1 yuan special offer, etc.), cannot register for the 2016 "1111 Shopping Carnival" event at the same time. Even if you register for the 2016 "1111 Shopping Carnival" at the same time, the system will be cleared from the Tmall investment promotion registration.
12. Can every merchant register for the Double 11 event?
Answer: The Double 11 registration portal is for all merchants.
13. If the false transaction is serious, 12 points will be deducted? Can you still sign up for Double 11?
Answer: According to Tmall marketing benchmark rules, it has been clearly stated that if the merchant violates the provisions of the "Tmall Rules" and fails to pass the exam within the penalty period, registration for the event will be restricted. So, if you have passed the penalty period and have passed the exam. It will not affect registration for Double 11.
14. How to calculate the lowest price for matching packages?
Answer: The minimum price for matching packages is to spread the discount on each product. For example: A sells 100 yuan on order, B sells 10 yuan on order, and A+B sells as packages. If it is 101 yuan, then the price of A’s auction is? 100×(101/(100+10)); What is the price of B's auction? 10×(101/(100+10))
15. For merchants who did not participate in the Double 11 event, have the delivery time been adjusted?
Answer: The shipping time is the same as the Double 11 event product.
16. On Double 11, should the baby pay less inventory or take a photo to reduce inventory? Is there any limit on the payment time for buyers to place orders?
Answer: There are no special restrictions. Some merchants decide whether to take the photo or pay to reduce inventory; the payment time has not changed, and the consumer does not pay within 72 hours, and the transaction order will be automatically closed.
17. Important time nodes
1. Merchant registration: 10:00:00 on August 18, 2016-22:00:00 on August 24, 2016
2. Check the merchant registration review results, set up "Double Eleven Shopping Vouchers", sign freight insurance and other 2016 Tmall Double Eleven Sports Related Decree Text: 14:00:00 on August 25, 2016-23:59:59 on September 1, 2016-23:59:59 on September 1,
2016-23
:59:59 on September 20, 2016-23:59:59 on September 20, 2016
2. Formal products: October 13, 2016, 14:00:00-October 27, 2016, 23:59:59
IV. Activity warm-up: November 1, 2016, 00:00:00-November 10, 2016, 23:59:59
V. Formal activities: November 11, 2016, 00:00:00-November 11, 2016, 23:59:59
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