Double Eleven is super powerful, Taobao University lecturer tells you how to face Double Eleven

Now the whole world is talking about how to play Double 11? It seems that if I don’t talk about Double 11, I’m embarrassed to say hello to others when I go out... The problem is that for the majority of small and medium-sized sellers who cannot enter the main venue, it is a question mark on how much Double 11 has to do with them; in the face of the surging platform traffic dividends and strong competitors, what should the reasonable response attitude of small and medium-sized sellers?

Today we invite our familiar old friend, Mr. Fang Xiang, to talk to us about this unavoidable question: the annual stage curtain is about to open. Are you willing to be a spectator or plan to fight against opportunities? I believe you will know it after watching it .

Inquire Q&A:

Q: Is there any chance for the small C store on Double 11? How to play if there is?

A: The popularity of this year's Double 11 promotion is obviously greater than in previous years. Fortunately, Double 11 is not an exclusive carnival on Tmall platform. Even for our small C store, there is a registration entrance for Taobao Carnival in the upper left corner of the seller center . As long as the corresponding conditions are met, you can register and participate. But here I would like to remind you: Only sellers who pass the auditions can register for the Double 11 and Double 12 venues~

At present, the registration for auditions has just ended, and registration for the venue and peripherals has begun. It should be noted that the merchants in the main venue enter through the branch venue "horse racing" , while the merchants in the branch venue race horses in "days" during the warm-up period, and on Double 11, they race horses in "hours" units (I feel so nervous! My palms and backs are sweaty~~). Merchants in the branch venue must set up store red envelopes, store discounts and acceptance pages . Even if you do not enter the venue, peripheral products will also have traffic support such as shopping carts and favorites .

Now there is more than a month left for us to prepare. I believe that old merchants are already familiar with what they need to do during the preparation period: including the product layout, page layout of Double 11, and the specific gameplay of Double 11 , etc. Here I would like to remind you that it is best to strengthen the use of new tools and new traffic channels this year , such as Taobao Experts, Live Broadcasting, Juxingtai, etc.

Register as early as possible, cherish the quantity, and act quickly!

Q: I am a new store. I don’t have a successful registration on Double 11 and want to cry. What should I do? Lao Shi?

A: Cry! After crying, wipe away your tears and continue working~~

There are many reasons why the registration is not successful, which may be because the dynamic score is too low, it may be because there are records of violations, or it may be just because the store opening time is too short.

Maybe you are admiring those stores that have successfully registered, because if you succeed, you will have the opportunity to go to the venue, get the venue traffic, and you can label it. The strong purchasing power and high conversion of the venue traffic can bring various benefits to the store. When you are still envious, these venue merchants will soon preheat and prepare to enter the venue happily.

Don't be confused, take action! Hey, because our opportunity is here-

What we have to do is:

1. Create an atmosphere . First of all, mentality is very important. You cannot make the store depressed because you have not successfully registered. On the contrary, you should act like " I went to the main venue " to create a promotional atmosphere in your own store .

2. "Poaching the Corner" . When our venue merchants start warming up, they will announce their activity strategies (such as 100 off for every 300 yuan spent, etc.), so we formulate our own activity plans based on their activity strategies (such as 150 yuan spent for every 300 yuan spent, please give it a try and return to three), and then use promotion tools (especially for the diamond exhibition), determine their crowds, and intercept their traffic...

In my opinion, the essence of marketing is competition, and whether you can go to the venue is not the key to Double 11. Please look at the registration results of Double 11 rationally, defeat yourself, correct your attitude, and then defeat your opponent !

So, not successfully registering does not mean that the whole company can have a holiday after the food is closed this year. Instead, we should be excited. We have more things to do, and these are enough to affect the life and death of our store.

Q: I failed to pass the Double 11 registration, and my daily business is not good either. I would like to ask Lao Shi, which products are easier to sell on Taobao now?

A: This question is often asked, "I sell XX, but I think XX is not easy to do and can't do it." It is always attributed to choosing the wrong category and choosing the wrong product. However, after simple research, you often find that the market capacity of this category is not small. In fact, when we search for any product on Taobao, we will find that most of the products we can think of have very good stores and single products.

To quote Ma’s father’s comment on the real economy, “It’s not that the entity is not good, it’s that your entity is not good!” Similarly, it’s that the product is not easy to make, it’s that you can’t do it well!

After walking through many places, I learned that many small and medium-sized sellers were determined to do Taobao without careful consideration. I have never done market analysis and am confused about the market prospects. Doing good or bad depends entirely on luck.

In fact, many small and medium-sized sellers are losing their product choices—

Common product selection misunderstandings are:

1. Choose a major category . When making products such as clothing, shoes and bags, "sell whatever you want to sell." Even if you don't have such sources of goods around you, you still rack your brains to go far and wide to find such products.

It turned out that the products found had no advantages, they were homogeneous, unrestrained, average quality, low cost performance , but the cost was much higher than their peers. Can't sell, it's a pit!

2. Make a low price . I thought that low-priced products could increase volume, and the product prices should be lower than those of peers.

It turned out that the operation method seemed to be only one way to go to the price war. Every time I lowered the price, I claimed that it was the lowest price on the entire network, but the next day I found that more stores that were lower than my own price immediately emerged, so that the low price was almost completely lost, which was a pitfall!

I personally strongly recommend that sellers should conduct market analysis carefully when choosing products . I won’t go into details about the market analysis method here. Sellers who want to continue to understand can leave their email address in the message area to request a complete set of market analysis form templates .

Q: If I choose the product I think is suitable, how can I sell it well?

A: If you want to sell well, it is nothing more than to identify the customers you need based on the product characteristics and then adopt the correct marketing method.

To give a simple example: I want to sell a new iPhone7 phone case with diamonds. First of all, I need to understand the customer's gender, needs, consumption capacity, preferences , etc. For example, a boy or a girl? Who should I buy it for? What do you care about? As a result, I came to the conclusion that there are many girls, so I buy them for myself; of course boys can also buy them, but they are usually for their girlfriends to use; there are other high-end consumption power, and I care about being beautiful and beautiful to give people face, etc.... Then, during the promotion process, what I need to obtain is this kind of people, and the selling point must be prominent is the quality, packaging, personality , etc. of the product, and I may sell it more expensively! Just imagine, if you still yell at a low price for this kind of product, "free shipping for 9.9 yuan". Will this group of consumers buy it? I guess a girl will worry about being ridiculed by her friends when she buys it. The boy buys it for a girl and wants to be beaten and break up.

In fact, whether it is Double 11 or Double 12, the promotion activities are all for the development of the store; and whether a store can survive for a long time depends on reliable products, good services and loyal old customers , and it is definitely not determined by one or two major promotions.

Contributed by: Fang Xiang, a certified lecturer at Taobao University