It is another Double Eleven promotion season, and there are still two months left before the Double Eleven promotion. I wonder if you are ready? With the full-day transaction volume of Double 11 in 2016 reaching 120.7 billion, how should e-commerce people deal with the fierce annual battle? I believe that at this moment some people are already full of confidence, while others are still helpless.
In order to help sellers plan for Double Eleven , Alibaba Ask Shangyou & Laogao E-commerce Club jointly held this Laogao E-commerce study tour event - the waiter teaches you how to play Double Eleven. The new retail service experience department - senior business operation expert Jiang Sheng, the new retail service experience department - senior business operation Yuebai, the cloud retail business department - senior operation expert, data technology and product department - operation expert Hongren, and the cloud retail business department - operation expert Tianhui, five waiters interpret Double Eleven from content marketing, data empowerment, customer operation, event after-sales service, etc., to help merchants make the preliminary layout of Double Eleven.
The event was held in the Xixi Park of Alibaba, Hangzhou and officially started at 9:30 am on September 6, 2017. More than 30 outstanding KA merchants including Marie Daijia flagship store, Woodpecker flagship store, Xiuzheng official flagship store, and Nevik official flagship store participated.
Since the Mexican president visited Alibaba today, the entire Hangzhou traffic has been basically paralyzed, but it has not stopped the enthusiasm of club members to learn. Some members even got off the taxi for one kilometer in order not to be late. At the time of the event, everyone had already sat in the conference room, thanking them for their enthusiasm for learning, and wishing them a big sale on Double Eleven . I also wish all sellers a victory.
First of all, please send a sharing from Jiang Sheng, a senior business operation expert in the new retail service experience business department.
1. How to do a good job in Tmall content marketing on Double Eleven?
1. Taobao and Tmall content marketing framework;
2. Be proficient in content playing;
2. How to do a good job in Tmall after-sales service on Double Eleven, and the promotion indicators will not decline
1. What are the tools for after-sales improvement?
2. How to use Tmall tools to achieve intelligent customer service.
Since last year, Alibaba has been focusing on content operations, and this year's content operations are the highlight of store operations. This time, Jiang Sheng has provided a very detailed explanation of content operations from framework to details, from the overall layout of content to the operation methods of wireless content modules such as good goods, and you may also like, so that sellers can clearly understand the methods of content operations.
Next, I will share with you the whiter, the whiter is the senior business operation of the new retail service experience department. The theme I share with you is how to achieve transaction growth by improving after-sales service. For Double Eleven , the early layout is important, but after-sales service is also extremely important. The lack of after-sales work will make the store’s ratings green and the store weight will decline, which is very unfavorable to the overall operation of the store.
Thank you very much for your wonderful sharing. For the sharing of the two waiters above, we will also open the zero-distance interaction between the waiter and the merchant. Each member asked questions about their blind spots in content marketing and after-sales, and the waiter also gave the answer to the implementation.
After the interactive session, everyone didn't care about rest, and then they began to listen carefully to the sharing brought by the Cloud Retail Business Department - senior operation expert: data technology drives new customer service.
The content shared by Chuji is a must-learn content for the entire customer service team. It can comprehensively improve customer service efficiency from the aspects of consumers' smart shopping input, automatic address support for consumers to modify their needs, intelligent diversion, customer service robots, etc. This sharing can be said to be very practical for Double Eleven. In response to everyone's questions, Chuji has also given you detailed answers.
The Alibaba study tour in the morning has come to an end for the time being. Let me summarize a few important points for you:
1. During Double Eleven , we must do a good job in global marketing, especially the impact of content. Every channel is a source of traffic, and every traffic will increase consumption conversion.
2. During the big promotion, problems such as insufficient customer service or low work efficiency and poor consumer experience will be magnified. The waiter recommended some tools and methods to help merchants solve these problems;
3. It is important to improve consumer services. Through the product itself, customer service and logistics, we can improve the experience of first consumers, and only then can we have a healthy growth for the store, including bringing more search traffic to the store;
After a whole morning of intense study, the members also gained a lot. It was already noon, and everyone went to have a meal together, and took advantage of this period to transfer the problems left over from the morning study to the dining table and continue to discuss.
After lunch break, the afternoon activity starts with members’ deep understanding of each other. The purpose of the interactive dating session is to build connections for everyone so that they can communicate and learn in depth in the future. This link is carried out according to the grouping pattern and is grouped according to each other's category characteristics. Club members only need to give them time to get to know each other, communicate and learn from each other, and they can chat with each other wherever they are and be as kind and casual as their own brothers.
After the members' deep self-knowledge, the data technology and product department-operation expert Hongren brought us the sharing of Double Eleven data empowerment, and brought us a comprehensive data interpretation from the following three aspects.
1. Look at content marketing from the data;
2. The goods and crowd portraits behind the traffic;
3. A must-see data room for big promotions.
Although the event has been going on for nearly a day, everyone is still energetic and Hongren's sharing is full of aura. It not only brings you a comprehensive data interpretation and teaches you how to play Double Eleven big data, but also follows up the issues and opinions related to the data raised by everyone, so as to strive to solve them as soon as possible to improve the seller's experience.
After half an hour of interaction, the event welcomed the last sharing guest. Cloud Retail Business Department-operation expert Tianhui brought sharing of the operation of Double Eleven store customers and gave a comprehensive interpretation from the following 5 points.
1. The importance of customer operations;
2. How to transform visitors and interests during Double Eleven;
3. How to increase the transactions of purchased customers during Double Eleven;
4. How to optimize membership experience and activity during Double Eleven;
5. How to monitor and evaluate customer operations during Double Eleven.
After sharing, Tianhui will answer everyone's questions and actually solve the problems encountered by everyone in customer operations.
Alibaba Ask Shangyou & Laogao E-commerce Club's first study tour was successfully completed. The Double Eleven goods that are available every day need to be absorbed. Thanks to the wonderful sharing and careful answers brought by the five waiters today. Today is a day of harvest. How can we not leave a souvenir together on this special day?
In order to help sellers fight Double Eleven, the September regular meeting of Laogao E-commerce Club will also create a more comprehensive, more dimensions and more in-depth Double 11 special session. Only by preparing for the future can we be proud of the heroes in the e-commerce battlefield and finally win against Double Eleven. If you want to know more about e-commerce content, please join Laogao E-commerce Club. Consult QQ: 800078907, and consulting phone: 18917896721.
Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net
Click to register to apply to join the well-known e-commerce network - Laogao E-commerce Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!
EN
CN
