How can Taobao and Tmall sellers plan a successful Double Eleven?

Few people are familiar with what preparations the TOP merchants have made for Double Eleven and what specific gameplay have been implemented. What I have brought to you today can be regarded as a case sharing. How did the 8th maternity clothing brand on Double Eleven hit the main venue from the daily ranking of the TOP 50? (There are many businesses that have no goals, no plans, and no directions on Double Eleven. After Double Eleven is completed, they don’t know how they do it, and they don’t know when to spend the promotion fee?)

Double Eleven is the biggest festival for e-commerce people. How can you do it well in the year? Double Eleven is a very high bonus. Tmall also has an exceptional scoring direction for Double Eleven. Every year, many merchants have gotten on the right track by relying on the explosion of Double Eleven on the day. For example, Ningmei in Wuhan, the company has become the TOP1 forever category. The main reason is the hierarchical mechanism of offline Tmall stores. Double Eleven is a powerful tool to improve the store hierarchy!

How can Taobao merchants seize this annual marketing event and successfully advance to high-quality merchants?

How can Taobao and Tmall merchants plan a successful Double Eleven?

1. The battlefield environment of Double Eleven in previous years

2. Activity cycle distribution

3. Store category layout, so that products occupy the peak categories of Double Eleven

4. Popular products, hot-selling products layout, and all categories have weighted traffic

5. Page display, promotional style display layout

6. Before preheating, during preheating, the activity starts to promote the budget.

7. Various promotional plans to ensure the popularity of the day (the accumulation of old customers from September to October is the most important thing, and you can consider taking the responsibility of individual customer service, and the old customers want new products)

8. Analysis of horse racing mechanism

1. Battlefield environment of Double Eleven in previous years:

(Only by understanding the environment can you better play the well-known advantages of the store)

Comparison of sales on Double Eleven in previous years:

2015: 91.2 billion

Overall real-time sales on Double Eleven in 2015:

01 minutes 12 seconds 1 billion

02 minutes 22 seconds 2 billion

05 minutes 45 seconds 5 billion

10 billion 12 minutes 28 seconds

17 minutes and 58 seconds wireless score of 10 billion

22 minutes 49 seconds 16 billion

30 minutes 49 seconds 19.1 billion

33 minutes 53 seconds 20 billion

1:1:28, wireless score of 19.1 billion

1 hour, 13 minutes, 59 seconds 30 billion

110 minutes of transaction volume of 33 billion

The main components of sales in Double Eleven last year:

During the warm-up period, the shopping cart of old customers and new customers caused transactions: 60%

Real traffic visitors on the same day resulted in transactions: 15%

Sales volume transactions caused by other social platforms: 15% (Weibo and WeChat)

Juhuasuan and other activities on Double Eleven resulted in transactions: 10%

Analysis of our store traffic on Double Eleven last year:

This year's Double Eleven major sales volume composition forecast:

During the warm-up period, the shopping cart of old customers and new customers caused transactions: 50%

Live streaming of social media such as Weibo and WeChat: 30%

Real traffic visitors on the same day resulted in transactions: 10%

Juhuasuan and other activities on Double Eleven resulted in transactions: 10%

2. Activity cycle distribution

The release phase of audition results: August 25th to September 1st.

Once the audition results are released, you should determine the basic sales forecast for this year's Double Eleven in advance, and determine the main promotional hot-selling packages based on your own supply chain, and at the same time make product layout. Improve the traffic sales foundation of popular styles in the category. Start the maintenance phase plan for old customers.

Product declaration stage: October 13th to October 27th

Before this stage, all product layouts of the products on Double Eleven must be completed, and the corresponding sales budgets for major categories must be determined.

Activity warm-up phase

Activity start phase

The most important time nodes of Double Eleven: The hot-selling products in September are confirmed and the hot-selling styles are finalized. The product weights of the whole store in October were finalized.

3. Store category layout, so that products occupy the peak categories of Double Eleven

Why category layout? Features of Double Eleven:

1. All categories have traffic, and all traffic has conversions

2. The Double Eleven marking products are ranked first. Even if they are not popular, there will be ranking weighting and traffic on the same day after marking. The goal of Double Eleven is to capture every customer.

3. The wider the product line, the wider the traffic on that day. Netizens’ Double Eleven Psychology: Online shopping has been formed. The wider the category line, the greater the basic traffic on that day.

Category planning table for 15 years:

Through business consulting tools, we found the sales data of our own category on Double Eleven in previous years, and then prepared in advance based on the category sales data in September to deepen the promotion of major categories.

Ensure the target sales of Double Eleven through sufficiently accurate category planning depth and stocking forecasts.

4. Popular products, hot-selling products layout, and all categories have weighted traffic

Generally, there are many small categories under a Tmall category. Our daily promotion method is which products are easy to promote and what to promote. Even one or two popular products may be available in a store, and other products basically have little sales. However, in October before Double Eleven, the best data is that all small categories have at least one hot product. The ranking of the small hot product itself + weighting after marking will make the product category famous that day, adding all hot-selling styles in the store to the express train to obtain the weight of the single product. The promotion in October directly determines the overall sales situation of Double Eleven:

This was our plan to operate the direct train of the store at that time. All the plans were filled up, and the direct train styles were added to 20, all of which were active styles in the store.

How to layout the hot and hot-selling products in your own store?

Through Double Eleven in the previous year, we formulate a category planning table for our own category sales data, and then formulate our own hot products and hot-selling styles based on the category planning table and the sales situation of our own stores and the supply situation.

As shown in the picture.

5. Page display, promotional style display layout

There are also tips for displaying the event pages on Double Eleven warm-up and Double Eleven on the day. In fact, there is no need to highlight the event theme during preheating and sales, such as:

It has been 7 years since Double Eleven. What Double Eleven is doing and the theme of its event is not important, because no one does not know about Double Eleven. It is enough to have official renderings and platform publicity. As for what our merchants need to do, it is enough to highlight the content of your event on the day + fun gameplay + products.

like:

Just highlight the main activities of the store.

Product page layout method:

Different page layout methods are adopted according to the characteristics of its own category. But everyone has to have a goal: to let buyers find the product they want to buy as quickly as possible.

1-10 products: mainly product posters, highlighting the hot-selling attributes of all products.

20-80 products: highlight the main recommendations, as well as hot-selling products, and display of classified products

80-150 products: highlight the main recommendation, category column, hot-selling products, category product display

150 products +: highlight the category column, discount module, main promotion, hot-selling products, and display of classified hot-selling products.

Product display: Try to promote products on the homepage according to hot sales, main promotions and discounts, which is more "flat" than usual (all pages on that day are valuable in every inch of land)

Novice Help Zone: The traffic on that day is huge and there are many new customers. Put the self-service shopping process in a conspicuous location

Create a buyer shopping guide page (see the buyer shopping guide below for details)

6. Before preheating, during preheating, the activity starts to promote the budget.

If your Double Eleven budget sales are 1 million and your minimum budget of 100,000 yuan is recommended to use 90% of the promotion fee for the preheating stage!

like:

How to measure the effectiveness of promotion fees during preheating?

The number of styles and purchases are counted every day, and the performance of the style and the degree of promotion fee inclination are measured by the increase in the number of items purchased.

For marking merchants on Double Eleven, the real effect of direct trains and diamond exhibitions is not very big, and the production ratio is not high, because the promotion cost of direct trains and diamond exhibitions on that day is extremely expensive (some small merchants sell several orders a day, and the conversion rate on Double Eleven is high. They taste effective promotions and will pull the promotion CPC to a huge high to obtain traffic). So the best way is to spend all the promotional expenses budgets on No. 1-10.

7. Various promotional plans to ensure the day's popularity

Why do you need multiple promotional plans?

Let’s first look at the shopping psychology of buyers during different periods of Double Eleven:

A. The time period of 0:00-3:00 is preheating (10.15-11.10)

Shopping buyers are basically all buyers who collect and add shopping carts during and before preheating. Their purpose of online is only to pay for Alipay. The promotion plan highlights the intensity of the event, prices and related styles, and the promotion page highlights product categories and large coupons.

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

This year's Double Eleven is Friday, which is a normal day for work. You don't have to rush to run in the early morning and can shop calmly. Such users' shopping behavior is king, so this period of time is search. Therefore, the daily sales and weight ranking position of baby during the period before Double Eleven are very important, and sales before Double Eleven will be included in the weight.

As sales and weights rise, the ranking will also increase, and the organic traffic brought on that day is very considerable. If there are many pits 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.

In view of the characteristics of this period, within 30 days before the Double Eleven event, we actively register for official backend events to sell in advance and increase daily weight. According to the event time period, adjust the time of each baby to be put on and off the shelves 7 days in advance, and strive to get the best ranking when searching on the day of the event. Daily baby title optimization, baby dsr improvement, store dsr data optimization and improvement, so as to improve baby's ranking on the search end. This stage of the promotion plan focuses on each item related promotion and product recommendation.

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. On the way, they eat dinner at home, do homework with their children, and some of the customers may be housewives staying at home. Their time is seriously fragmented. During this period, we will form a climax in the store activities, product activities, and old customer activities of the day. We will use big prizes and store activity text messages to send coupons to stimulate consumers to convert fragmented time into shopping time.

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

The last time period, Double Eleven will end soon. During this time period, consumers will seize the last time period to buy cheap and favorite products on Double Eleven, and are worried about missing the best discount period. We will create an urgent atmosphere throughout the store: Double Eleven countdown, notification of the end of the lottery, and hot-selling babies labeled it as soon as possible, so that customers can enter the store and feel that if they miss this village, they will not feel the tension of this store, and speed up the promotion of orders.

2 Old customers create an atmosphere in advance and become the main force of Double Eleven (the accumulation of old customers from September to October is the most important, and you can consider taking the responsibility of individual customer service)

Our sales of 5.2 million on Double Eleven last year were: 50-60% of them were transactions from old customers because:

Half of the total sales have been completed in the first three hours.

So how to build a main force of old customers on Double Eleven?

Many merchants like to say something very much: the store has few sales in a day. When they come to cooperate with us, they claim that they have 100,000 old customers (those are sales accumulations he made last year)

Do you think these 100,000 old customers are useful?

When will old customers become useful?

How can old customers become the main force in Double Eleven?

Old customers 3 months ago have no effect, and we have half a year to invest in the maintenance and marketing of old customers.

On Double Eleven, the marketing of SMS old customers brought 930,000 sales and 24,000 text messages.

I have done a test and the transaction rate of old customers' text messages from January to March is almost equal to 0, and the transaction rate of old customers from April to June is very low, and the value of 10,000 text messages is 2,400. The highest transaction volume in July-October is also the most active old customer.

So how can you make your old customers your main force?

Let me share how our company's outsourcing customer service plays the main store:

From August to October, the customer service staff responsible for the main store customer service issued a requirement that a person will only receive 70 Wangwang consultations a day. What should the customer service do at other times? We require every buyer to consult, regardless of whether you purchase it or not, and the customer service is well-known to make the buyer follow our Weibo account, Weitao account, and WeChat account. And Wangwang adds friends and group them by month.

The general success rate is only 50%-60%, which means that 5,000 of the 10,000 customers can follow your social media. After following Weibo, WeChat, and WeChat, they will become their fans in these two months. What is the role of following social media?

The store has not opened yet, and I already have a group of fans who need to buy it.

When your relationship with the buyer becomes a friend, transaction becomes easier.

Through this method, how can we achieve well-known achievements through Double Eleven after accumulating old customers? What about building a main force of old customers on Double Eleven?

Old customers all have a characteristic, they are well aware of your products and quality, and have a certain degree of familiarity. What do they like to watch on Double Eleven?

New style! ! 20-40 new models are prepared for Double Eleven, and they are scheduled to be launched, as well as the price disclosure of Double Eleven. And it will be disclosed to old customers before Tmall’s official warm-up, and a disclosure page will be established.

The purpose is to allow new models + old customers to take the lead before the official warm-up is pre-heated. (Why do you need to disclose the price of the new model first and preheat it first? The price of the old model disclosed on the 26th will affect the daily normal sales between the 26th and 30th)

8. Analysis of horse racing mechanism

What is Double Eleven Horse Racing? Merchants with fast running and high sales are qualified to attend the venue. The higher the sales, the greater the traffic it obtains. This is why many merchants have made rebates, free orders, etc. on Double Eleven. It is also why we need to warm up in advance and get the opportunity.