Double Eleven has left, you can accept these experiences!

Double Eleven has come to an end perfectly. I believe many sellers have made a lot of money, but some sellers have not achieved good results. Let’s share my experience based on this year’s Double Eleven!

From a global perspective

In the official sales top lists for various categories, pure Taobao brands were almost wiped out, and they were replaced by familiar offline brands. It confirms that whether it is offline or e-commerce, the core is still the product, not the operation skills of hitting hot products.

Of course, the products here are not only about the quality of the product, but also about a series of things including supply chain, inventory control category layout and the control of product details accumulated over the years. These are not something that a Taobao brand can have in a short time.

Look, Uniqlo is so calm. All inventory prepared for Double 11 will be removed from the shelves. It is better to make less than keep a warehouse of goods. How can a few Taobao brands do this?

In the past, we all said: the development of e-commerce has snatched the business of many offline brands; but now, we are clearly aware that offline brands have regained the country that Taobao brands have built over the years.

For us, the group of e-commerce people who started purely online, we were still complacent before. This is our world. We understand data and we can operate it. However, the 2016 Double 11 e-commerce college entrance examination allowed us to see the "wake-up lion". Whether it is e-commerce or stores, the core strength of sales is not based on skills, one and a hundred connections.

Perhaps, offline brands and Taobao brands don’t seem to be much different from online stores, and even Taobao brands have advantages, but if you expose the backend and compare them from all aspects such as R&D, design, production, and supply chain, you will find that you are still your uncle.

Pure e-commerce people are like the previous Tujiao Route Army. Perhaps guerrilla warfare can get some "cities", but if the Taobao brand that gets the "city" is not thinking about how to adapt it into a regular army, or still think about fighting guerrilla everywhere, then they will never get the world;

After the sales growth of Taobao brand, if you think about imitating others and looking for small factories to produce another hit product, without considering brand positioning construction, supply chain integration, design and R&D, you may soon withdraw from the e-commerce stage.

The manager of a Tmall store said it

Judging from the business consultant data of our own Tmall store recently, we can reach about 30 in the 3c category, and it is best to reach top5 in the network equipment category. Such a store is actually very expectant about Double 11 and wants to make a big profit.

But this year's Double 11 sales disappointed us, and once the sales did not even enter the top 100. On the one hand, there are our own subjective reasons and many mistakes. The popular products with a monthly sales of 50,000 yuan were not marked due to the lowest price. In addition, the paid promotion strategy was not planned before Double 11, and the venue materials were not submitted.

For more objective reasons, we found that the traffic on Double 11 was very weak, and paid promotion was strengthened, but the traffic did not exceed the 10th until the afternoon. Of course, our sales have increased significantly compared to usual, about 5 times, but it is all based on the product conversion rate that has increased by about 5 times on Double 11.

From our store, it is probably after the ninth Double 11, the event marketing of the shopping carnival no longer has much potential to promote the growth of new users on the entire Alibaba platform. The current Double 11 mainly relies on creating an atmosphere of low-priced rush shopping to allow existing users to shop irrationally and make sales from the perspective of well-known and increasing conversion rates.

Because the growth of new users is weak, we have seen that the sales growth of Double 11 this year has slowed down compared to before; and we can also understand why the furniture and electrical industry with high unit price in Double 11 every year shines. Because the conversion rate of these industries and digital accessories is very low, and the atmosphere of Double 11 just solves their well-known problem.

From the future

Review, if you are given another Double 11 now, what are you regrets not doing?

1. Put more energy into the product, not just talk. For small companies, buy the products they want to sell and experience them first; for medium-sized companies, they can temporarily cooperate with well-known offline brands to sell, but the backend cannot keep up, so they think that the front line of building their own brands is too long, and it is getting more and more difficult now.

2. Store fans are becoming more and more important. In the first month of the big promotion, we will focus on fan attention activities. When the traffic of the big promotion is weak, this will be the main battlefield.

3. Two weeks before the big promotion, we need to release the sales of old customers. Why the first two weeks? Because we have to leave one week to confirm the receipt of the goods to improve the search ranking of the day of the promotion, and try to give high-priced products as much as possible.

4. The previous week confirmed the entire store promotion plan for the first, middle and last Double 11. In the past, in order to make quick payments and horse racing, in the middle promotion, we find ways to get customers to buy more, and in the end promotion is to urge payment.

5. Prepare stocks, don’t be greedy, just make money you can make.

6. Confirm the paid promotion strategy on Double 11, direct train, drilling exhibition targeting, Taobao customer activities. If you should be deployed in advance, you should be deployed in advance. Double 11 is highly converted and payment is worth investing.

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