It is said that autumn rain and coldness are gone. In Shanghai in September, there is indeed a hint of coolness. As the weather coolness hits, it means that Double Eleven is getting closer. Yesterday, the September regular meeting hosted by Laogao E-commerce Club - the final battle of Double Eleven, also came to an end. The following are the highlights and dry goods summary of the regular meeting on the 29th:
Alibaba's senior product expert - Business consultant: Data empowerment to prepare for Double Eleven
1: Pre-promotion work
A data terminal room has been established, and a large screen of activity has been added this year, which can be used to warm up the event. Live broadcast on the large screen, you can see the updates of Internet celebrities’ promotion of products.
Activity monitoring, similar to single product analysis function.
By comparing the hours, you can compare the data from last year's Double 11. By monitoring every hour, problems can be discovered and adjustments can be made in time.
From the aspects of pre-sale data, review of promotion data, products, inventory, we accompany millions of merchants and dream growth.
2: Promote monitoring
Battle large screen: new upgrades, event topics, live broadcast large screen product monitoring: inventory warning, traffic drainage analysis, visitor distribution activity analysis: hourly monitoring, horizontal comparison of multiple activities, coupon effect analysis Live broadcast: control core data and adjust strategies in a timely manner.
Three: Re-suming after promotion
Shipping, summarizing gains and losses,
It mainly uses activity analysis and review activities.
Mr. Mutou, General Manager of Genji Wooden Home Flagship Store - The Road is Simple: Products are the basis for the success of the store
Teacher Mutou analyzed what kind of products are good products from a handbag, a suit, and a pair of high heels: consumers are not satisfied with simple low prices, but pursue quality, and mid-to-high-end consumers must have quality; mid-to-low-end consumers also need to pursue quality. From Tmall's "I bought it when I go to Tmall" to the replacement of the slogan "Ideal Life on Tmall", you can also see the trend. Those who are satisfied with consumers must not only be able to buy, but also buy it well.
Three standards for good products:
Good style: imitate first, then innovate. Of course, imitation must be imitated in place and the essence must be imitated.
Good materials: Consumers have increasingly high requirements for materials. Note the materials used in each place in detail, and do not want to cover up the obvious.
Good workmanship: The key to workmanship lies in details.
Treat yourself as a consumer and experience your products carefully.
How to create a low price?
A. The price is low if the quantity is large; B. Sincerity, let the supplier feel our sincerity and build trust; C. Long-term cooperation, selected suppliers, long-term cooperation; D. Payment should be timely and do not default on payments; E. Reduce other expenses, such as: order brushing costs, advertising and marketing costs; F. When designing products, you must grasp the main points and do not waste costs in unimportant places.
Tao Hucheng, Director of Huawei Marketing Department——Development and implementation of Huawei’s product strategy
Share key points:
Huawei’s core values: 1. Service to customers is the only reason for Huawei’s existence. 2. Products are the embodiment of Huawei's strategic intentions: Huawei's strategic closed loop starts with market insights, forms strategic intentions, combines innovation focus, and ultimately implements through business design. Market insights include macro trends, customer insights, competitors, self-information and opportunity insights; strategic intentions include corporate vision, strategic goals, strategic milestones and long-term financial indicators; innovation focus includes product innovation, technological innovation, organizational innovation and human innovation; business design includes customer choice, value proposition, product definition, business model, business boundaries and strategic control points.
Jin Guang, founder of Maike Planet——Double Eleven in the mobile e-commerce environment
The focus of the Golden Light Sharing, formerly the head of Alibaba Group's major customer and founder of Taobao brand concept:
Trapped: The traffic of PC e-commerce platforms represented by Taobao has dropped sharply, and the traffic pattern has changed. The traffic has been concentrated on big sellers and Taobao brands have encountered problems.
Trend: Changes in the overall environment of mobile Internet, marketing environment, and the development of mobile e-commerce are inevitable trends.
Channel changes of mobile Internet: Consumers have shifted. In the traditional retail market, the most core element is geographical location. Offline traffic is in the hands of commercial real estate developers, but online traffic is weakened. The current good offline store transactions are in the range of 60,000 to 80,000 yuan.
This was an incredible thing a few years ago. The traditional saying of "raising three generations" is no longer valuable.
Li Guangyu, founder of TMT Sports Protection Brand--The boss should only do these things
The boss needs three things: vision, dream and pattern
About Vision: Vision is what will your company become most successful when you stand in the future and look at the present? The vision must be implemented, otherwise it will be just a fantasy. Decompose the vision and "design" it into the company's operation, recognize yourself, know yourself and your enemy, and clearly know who your customers are. Positioning and making choices will become the first choice for customers. Mobilize all employees to innovate, use innovation, so that everyone can enjoy the results of innovation and believe in the power of innovation.
General head of Qiumeng Group’s e-commerce business department—Will you know creative content marketing?
1. What is content e-commerce?
Content e-commerce is a new traffic channel, a new way to maintain marketing methods for customers, and a new way to enhance fan stickiness. In the past, I left after searching, but now it is a good content that increases the user's stay time; in the macro environment of content-oriented trend, browsing and consumption, customers prefer to place orders. The platform has gone from extensive operation to refined operation; rules and traffic.
2. Why do content marketing?
Good content comes with its own traffic and topics. Good content can enhance customer stickiness. In the future where artificial intelligence will replace everything, only content creation is irreplaceable.
3. Some important points in content marketing
a. It is necessary to clarify the content channels and purpose; b. Determine the content display form; c. Analyze the fan positioning and clarify the fan portrait; d. Creativity and thoughtfulness.
Regular night talk scene
Night talk is a major feature of Laogao E-commerce Club. In the 2-day and 2-night sharing, it will be divided into three theme sub-venues on the 28th. Members will choose what they want to listen to and listen to it at which theme venue; on the 29th, they will be divided into free night talks, and members can speak freely, share their successful experiences, or fall into traps or be fooled. Night talk is different from the sharing of home during the day. It is small in scale, and everyone interacts more casually, is closer to the guests, and is closer to each other, so every branch venue will be squeezed out. I think the brother culture advocated by the club is the well-known charm of our club.
The person who takes notes on the spot
Time is fair to everyone. When you are playing Honor of Kings, others are studying and saying that people don’t have enough time is just because you don’t manage your time reasonably.
Conclusion
The preparation time for each regular meeting lasts for 2 months, but the time for gathering is always only 2 days. In order to enhance the relationship between members and bring the power of the circle to a well-known reputation, the club has also prepared 3-5 small-scale study tours every month. The study tours will go to Shanghai, Beijing, Guangzhou, Shandong, etc., and find excellent companies for study tours for everyone. In the club, it is not just about 5 offline gatherings a year. You can only imagine the rights and interests you can enjoy, but we can't do it.
The September regular meeting has come to an end. Finally, I wish you a big sale, big sale, big sale on Double Eleven...
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