The Double Eleven War is approaching, Lao Gao has a few suggestions for his brothers and sisters struggling on the front line of e-commerce:
1. Don’t fight each other. We must integrate resources from all parties and fight a war of well-founded advances and retreats. In terms of supply, we must coordinate partners from all parties. Sellers who produce and sell themselves should prepare stocks in advance and accurately to avoid out of stock or warehouse downs; in terms of logistics, sign cooperation agreements with express delivery companies to minimize or even avoid being affected by the Double Eleven filing; in terms of team, employees in various positions should mobilize before the war, and rely on material rewards, honorary rewards, etc. to continuously improve team morale and combat effectiveness; in terms of marketing planning, integrate resources from Weibo, WeChat, Internet celebrity experts, live broadcasts, Taobao customers and other resources, and uniformly allocate and promote them to avoid waste of resources, duplication of resources, and internal consumption of resources.
2 Don’t be unclear about the goals, be clear about what your strategic goals are for this Double Eleven? Sales? Brand creation? Fan feedback? Team training? We must have a consistent goal, not to want sales and build a brand, but also to cultivate fans. This technique is too difficult. It's not fun to pull the ball when you're too big.
3 Don’t brush orders, let’s not talk about self-discipline issues. Taobao will definitely investigate strictly during Double Eleven. If you are caught, everything will be finished. What's more, some sellers do not agree with order brushing, but are fooled by order brushing companies. They think that everyone is brushing orders. If they don't brush orders, they will die. They must spend money to brush orders. As a result, the order brushing company makes money, and sellers and buyers suffer losses. The e-commerce environment is getting worse and worse, and the order brushing company is taking money to be free. You have to think more about it yourself.
4 Don’t turn promotions into low-priced and rewarded guests. Transactions are the first priority, but you can’t build a brand behind the scenes. After a Double Eleven event, high transaction volume will bring the impression of cheap stores, which is not worth the loss.
5 Don’t waste time and don’t be good at big merchants and brands. Differentiation and personalization are the kingly way. It is really stupid to strive to explore your own unique advantages, base yourself on your own, and compete with big guys for capital and resources.
6 Don’t rely too much on Taobao resources, make full use of social tools, Weibo, WeChat, live broadcast, Internet celebrities... to organize resources for social marketing. When everyone comes to Taobao resources, the social resources and media resources you grasp in your hands are the capital for you to overtake.
7 Don’t play edge balls to do various promotional activities, and make good use of Taobao’s official tools. Taobao has issued new rules that prohibit the price change of the auction. In severe cases, all products, store blocking, etc. in the store will be removed from the shelves/deleted, and 6 points will be deducted. This needs to be paid attention to.
8 Do not relax product quality control. Double Eleven will amplify consumers' desire to shop and reduce their tolerance for inferior products. Buyer complaints after Double Eleven are very fatal to the store.
9 Don’t start a new job, keep up with the pace of Taobao’s Double Eleven. Compared with Taobao, no merchant can mobilize the consumer rhythm more in terms of resources and capabilities. What merchants need to do is to make some exquisite and unique designs at a large rhythm, rather than starting a new job alone. Promotional activities should be carried out around scenario-based, personalized, fragmented and decentralized.
10 Don’t violate Taobao rules. During Double Eleven, you should pay more attention to Taobao’s relevant rules frequently to avoid the embarrassment of unintentionally violating the rules and wasting a lot of time and energy.
11 Don’t design planning plans and store decorations based on yourself. Pay attention to every detail that may increase forwarding and promote transactions. Consider issues more from the buyer's perspective. Double Eleven is more like a display stage. During this period, sellers who truly regard buyers as "God" are the easiest to shine.
12 Don’t rely too much on activities. Everyone is reporting activities during Double Eleven, so the prices will inevitably be high and traffic diversion will be serious. We must concentrate on gaining reputation. Double Eleven has a very large aggregation and amplification effect. Catching a user is likely to attract all his/her friends. Overall, it is more cost-effective than reporting activities.
13 Don’t promote too many products. It is normal to buy quickly during Double Eleven. You should focus on promoting several products that can trigger the most, rather than letting the buyer choose slowly. You should do the selection work in advance. Even clothing can be matched directly. 7 Don’t just focus on hitting hot products, set up product structures with clear levels and different target users.
14 Don’t have no plans. You need to formulate various detailed forms for Double Eleven, including performance appraisal, sales goals, operation planning, work plans, and transaction statistics records... This form is not only an action strategy for Double Eleven, but also a valuable information to summarize experiences and lessons after Double Eleven.
15 Don’t sell dog meat with the help of sheep. Big promotions should look like big promotions. Don’t do stupid things like raising prices in advance before the event and lowering prices during the event. Now is the social era, word of mouth spreads very quickly, and it is not worth the loss.
16 Don’t care about the head and the end. Pay special attention to the after-sales issues after Double Eleven. During Double Eleven, orders surged, logistics overflowed, and the average e-commerce service level plummeted. This is where you can overtake on the curve. Buyers will definitely not buy online only in your store. When your service is significantly better than other stores, you will get the "brainless fans".
17 Don’t miss the Juhuasuan special show after Double Eleven. Taobao and Tmall usually hold a special Juhuasuan event to help merchants sell goods after Double Eleven. Make good use of this period to clear inventory and go lightly.
18 Don’t work behind closed doors, communicate more with waiters, always follow Taobao and apply for various resource positions as much as possible. We should communicate more with our e-commerce peers. If we have the conditions, we can jointly conduct activities, communicate with each other, and achieve a win-win situation. The #Laogao Crown Club# member planned a joint store event during the promotion period, and the results were very good. The last e-commerce exclusive meeting before Double Eleven will begin from September 27 to 28. Interested friends can come and participate, and you will definitely find the e-commerce peers you can negotiate.
19 Don’t ignore the power of fans, attach importance to user management, do a good job in recalling and awakening old fans, tie users up, and different types of users adopt different wake-up mechanisms or repurchase mechanisms; do a good job in content operation in advance and develop new fans; based on your understanding of users, analysis of numbers, differentiated positioning of the store, as well as strategies for the entire inventory management, profit strategies, etc., make product inventory demands in advance.
20 Don’t ignore the power of the community. Use WeChat public accounts and red envelopes in advance to attract several thousand people, or cooperate with big Vs, and plan Double Eleven event in a relatively closed circle like WeChat groups (suitable for high-priced products, low-priced products can cooperate with Taobao and Taobao Cabbage accounts) to gather temporary fan communities and concentrate on store advertisements during Double Eleven. If operated and even operated as a long-term community.
21 Don’t let customers feel that you are preparing for Double Eleven. You can provide carefully designed store cards or small gifts to new and old customers in advance. You can show corresponding discounts in the shopping evaluation on Double Eleven to enhance the fans’ sense of ceremony and participation.
22 Don’t waste the hot topic of Double Eleven Spring Festival Gala. You can live broadcast and watch Tmall Double Eleven Spring Festival Gala with fans, and guide fans to make a deal while chatting. Impulsive consumption became the mainstream during Double Eleven, increasing stimulus according to the different characteristics of different consumer groups in various categories can drive consumption to a greater extent. You can cooperate with internet celebrity big Vs to attract traffic. What is needed at this time is not precise traffic.
23 Don’t be more favorable than the other. Employees in each position will temporarily increase the Double Eleven sprint bonus, and get the bonus based on their performance. At the same time, balance the bonus intensity of each position. There will be no need to get the bonus for sales positions. Warehouses, logistics, cashiers, etc. can only drink soup. You should know that e-commerce is a group industry and there is no situation where a certain position makes a significant contribution.
24 Don’t stick to the shelf thinking. The famous change in marketing now is changing from (positioning products - attracting target customers - cultivating consumers) to (fan attracting - community building - product selling). E-commerce should seize the turning point, abandon shelf thinking, sell lifestyles, and sell emotional stories, instead of sticking to the good goods in your hands and complaining about the declining world every day. Live broadcast is a means, to face consumers directly, Internet celebrities are a means, to promote your lifestyle, and community is a means, to gather fans who share the same views and have the same emotions. You don’t have to be an Internet celebrity, play live broadcasts, or build a community, but you must go to consumers to promote your lifestyle, emotional stories, and sell your products. Double Eleven is a big show, and the content that accurately hits the fans' psychology will definitely be a big hit.
25 Don’t prepare stock randomly. Double Eleven stocking needs:
1) Products with high praise
2) Products with continuous sales growth
3) Products with profit margins that can afford price wars
4) Can it bring high traffic products
5) Products suitable for combination with multiple packages
6) Products with differentiation or obvious advantages over competitors
7) Products supported by strong inventory supply
8) Products with attractive price
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