How can Taobao small sellers gain a foothold between Double 11 and Double 12?

　　Nearly a month has passed since Double 11. Seeing that Double 12 is approaching, Double 11 and Double 12 are a great opportunity for Taobao merchants. These two activities may bring great breakthroughs to the store, whether it is to activate old customers, introduce more new customers, clean up inventory, or the brand is spread! So, how can Taobao small sellers gain a foothold between Double 11 and Double 12?

　　Performance is the foundation of the store, but in addition to performance, there are two other points that are very important. The first is the stress test of team and ability. Through the Double Eleven promotion, we promote preparation and planning in all aspects and improve execution ability, and we can train and test the team's operational ability and stress resistance. The second is to create a hot product. New products can be put on Juhuasuan when they are put on the shelves. Juhuasuan can help new products quickly increase volume and explode.

　　For small and medium-sized sellers, the function of Double 11 and Double 12 is to be different from each other.

　　1. Residual warmth period

　　During Double 11, some small and medium-sized sellers may not compete with those big sellers, but you can do some actions during the residual heat period after Double 11:

　　1. We define the time of about one week after Double Eleven as the residual heat period. During this period, most sellers, especially sellers who sell well, are dealing with various issues such as delivery, after-sales, inventory, etc., and will temporarily stop vigorously promoting. This period is also a great opportunity for us to find bargains. At this time, some people are still very high in conversion;

　　We should pay attention to the number of people who receive coupons on Double Eleven, collect and purchase, and customers who have not completed transactions on Double Eleven. For these customers, we will do some marketing activities within the store to recall them again and make another wave of sales peak period.

　　2. When doing an event, you should pay attention to two points: price discounts, and the marketing strategy clearly states the time period of the event on the poster or announcement of the details page, store discounts, and promotional intensity, exactly the same as on Double Eleven. Please place an order and purchase with confidence;

　　3. Through the interaction with customers with Weitao and WeChat, customers who have purchased or have added a collection to understand our shipping information, attach a photo of the warehouse shipping information, and post the goods. The first buyer who receives the goods can publish the buyer show, showing the rapidity of our shipping speed;

　　4. The end of the Double Eleven event does not mean that the event is over. What is waiting for us is Double Twelve immediately. So during this period of time, we effectively collect and purchase and prepare for the subsequent Double Twelve promotion;

　　5. While doing a good job of posting pictures on Double Eleven, you can send out coupons and discount information for Double 12 while interacting, laying the groundwork for the start of Double 12 activities.

　　2. Weak period & review

　　There is no particularly obvious boundary between the residual heat period and the weak period, but after such a large discount activity, weakness is inevitable, which is a normal trend.

　　1. First, compare the goals and results of the Double Eleven event to see where the gap is:

　　Compare the goal with actual completion and observe whether the goal is set reasonably; determine whether some goals are set reasonably and whether there are any corrections to correct them, and make a reference for the next operational plan and goal setting;

　　2. Regardless of whether the goals of the Double Eleven event have been achieved or not, review and divide the projects to be reviewed on Double Eleven, and conduct in-depth analysis and understanding of the situation of each stage of the event according to the achievement of the goals;

　　3. Make a summary of each stage of the Double Eleven activity, see what causes the goal to not be achieved, find out the reasons why the goal is not achieved, find out the commonalities of each data, summarize the corresponding rules, and lay the foundation for the operation of the following store;

　　4. Make a good summary, master both skills and knowledge, and avoid making the same mistakes in the future and not knowing how to deal with the same problems.

　　A large amount of data on Double Eleven can provide us with a lot of reference and will also expose some daily problems in the store. Small problems will be expanded. This is to find corresponding solutions by discovering problems.

　　3. Planning and savings

　　The next one is Double 12, so how should we play Double 12? First of all, we must make corresponding early plans, especially after the destruction of Double Eleven, small and medium-sized sellers must set goals based on their actual situation. Then let’s see how to play!

　　1. Goal

　　First of all, you must have goals. Only when you are clear about the goals can you know how to do them and how to complete them.

　　So how should we set goals?

　　First, we need to refer to the data from the same period last year, and then we need to combine the sales situation during Double Eleven, and at the same time, we need to set moderate goals based on the comparison of this year's activity intensity and last year's activity intensity.

　　Once the overall goal is set, the next step is to decompose the goal, and the goal we set is total. It also needs to be more refined and broken down into the main recommended models and other models. If it is not broken down, reasonable inventory cannot be arranged. Because most of our stores do not only have one baby, but have many babies. Therefore, sales volume must be broken down for each baby.

　　The goals must be clear and reasonable and decomposed so that inventory can be arranged in a planned and reasonable manner.

　　2. Promotion

　　First of all, we need to know how many promotion channels there are and the promotion proportions, and make budgets in advance and prepare budgets in advance.

　　Promotion channel: Are there any official activities such as Juhuasuan, Taobao rush purchases, etc.

　　Taobao Express and Diamond Booth: Determine the total budget investment based on the store's strength, goals and profit margin. Generally, Taobao Express input and output are relatively strong, and the Taobao Express promotion budget can be appropriately increased. Of course, the effects of different categories of Taobao direct trains and diamond booths are different. We can appropriately increase the promotion of channels with larger input-output based on previous experience (you can appropriately refer to the data on Double Eleven).

　　Off-site traffic drainage channels: You can find some off-site traffic channels to develop off-site traffic. The off-site traffic conversion for certain categories is quite good.

　　Taobao customer channel can increase the commission ratio 2 weeks in advance.

　　The above are projects that must be invested. I won’t say much about it. After determining the channel, you cannot blindly place it. You should allocate how to place it in each channel and time period according to the total budget: warm-up period - on the day of the event - after the event.

　　3. Event planning, customer service arrangement, warehousing team preparation, after-sales issues

　　These aspects can be adjusted according to the content of Double Eleven just now; combined with the problems found on Double Eleven, we can check for omissions and fill in the gaps and avoid making the same mistakes and problems on Double Eleven.

　　4. Change

　　In addition to doing the usual follow-up activities of Double Eleven, reviewing and planning for Double Eleven, how should small and medium-sized businesses survive in the cracks? Currently, mobile traffic accounts for more than 80% of traffic. According to existing data, traffic is concentrated in social apps in the mobile Internet era. Mobile social networking has three characteristics, such as decentralization, fragmentation and scenario-based network model. This is also the current trend of all traffic changes. In such a big trend, small and medium-sized sellers either continue to accept exploitation from large merchants, or seek transformation, choose more potential social e-commerce, and form traffic assets on social networks by building their own "connections", and achieve true independence.

　　Summarize:

　　From the traditional store operations, what small and medium-sized businesses need to do after Double Eleven is nothing more than maintaining the store’s traffic, and reflecting on Double Eleven and after-sales treatment when overall weakness is overall, and at the same time, make the next plan and budget based on the problems found on Double Eleven.

　　Now the e-commerce team is getting bigger and bigger. If you want to gain a foothold in the competition, you need to change the store's operational ideas, pay attention to hot policies in real time, seize the transformation of traffic entrances, seize opportunities, have your own positioning and planning for being at the front end, build your own brand fan network through various methods and channels, and gather traffic to convert it into assets.

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