The program is from the purpose, requirements, ways, methods, progress and so on are deployed specific, well thought out, and has a strong operability plan. Below I give you to organize the Tmall store activity plan sample, I hope you like it!
Tmall store activity plan model 1
The purpose of the event: double 12 is the festival of the calendar year e-commerce must contend with the activities and publicity efforts of the activities and brands involved in the categories of more than one form of activities are the most abundant of the year. As an offline entity mall, we need to seize the concept of double 12 - shopping spree in December when the temperature drops to carry out winter clothing promotional activities. In the activity strength, marketing methods and field experience to be more different from e-commerce, so as to highlight the characteristics. The activities are integrated from department stores, supermarkets and restaurants, theaters, online micro-store and other businesses. To give customers a unique seductive shopping carnival experience.
Activity time: December 7 to 12
Activity content:
Discount promotion:
1, double 12 beautiful clothes wearing away: fall and winter department stores full of 500 yuan minus 200 yuan.
2, double 12 beauty at your disposal: cosmetics (Olay, L'Oreal, L'Oreal, dhc) full of 400 yuan off 80 yuan. Double 12 super skincare sets up to 70% off!
o2o (online and offline interaction), 100,000 discount coupons in advance!
1, 100,000 credit coupons free crazy grab! The department store after the discount full amount of reduction, as low as 70% off!
Activity details:
1) December 1 to 10, the official WeChat officially online grab coupon activities. Customers only need to pay attention to the official WeChat click on the grab coupon page, you can choose 30 brands of discount gift certificates, double-click on the coupon (each coupon automatically generated discount code).
2) Each person is limited to 10 coupons per brand.
3) On the day of Double 12, customers can enjoy discounts of 50 RMB, 30 RMB and 20 RMB off the corresponding brands with the discount code on the coupon.
4) Only one discount coupon can be used for a single ticket.
Note: The starting point of the discount coupon should be based on the actual unit price of each brand, and the amount of the discount will be borne by the supplier and the shopping mall in accordance with different ratios. This activity is mainly to attract online customers to the store.
2, losers against the rich and beautiful, complete victory over the rich and handsome! 0.12 yuan, 1.1 yuan, 12 yuan, 120 yuan hot grab super single product!
December 7 to 12, every day 12 single product, only 0.12 yuan, 1.1 yuan, 12 yuan, 120 yuan can be grabbed. Each section is limited, while stocks last. Micro-store online payment can be successful seconds!
Suggestions for single items: $0.12 (20% off for Pastry King, 20% off for Hakka, 25% off for Taro Fairy, 30% off coupon for Breadland Discount),
$1.1 (Supermarket eco-friendly cutlery box, handkerchiefs/strips, potato chips set, priced at $5 or so)
$12 (Cozy bath towel, Han Hou face mask 2-piece set, cloth furniture cute rabbit, priced at $30 or so)<
$120 (comfortable quilt, pair of pillows, selling for about $250)
Note: Estimated cost of $1,300. (Food and beverage coupons for merchants to sponsor)
Category marketing: double 12 as the mall's December large-scale promotions, the whole category are to carry out activities (discounts or gifts). It is recommended that men's clothing, women's clothing, footwear, cosmetics, boutique, bedding, children's clothing should be representative of the brand or highlights of discounts to participate in the event. The following four categories: single product need to highlight the display, in the channel light box piece and counter guidelines need to increase with and warm recommendation.
1) clothing winter models (thick models, coats)
2) fall and winter accessories (scarves, hats)
3) bedding winter quilt
4) supermarket winter hot pot festival single product
vip marketing
vip recruitment: shopping malls can be free to apply for a single day of consumption of 500 yuan for a vip card, a single day consumption of 5000 yuan can be upgraded to diamond card. 5000 yuan can be upgraded to diamond card.
1, double 12-vip customers free delivery: double 12 day to the store, you can get a cup of designated hot drinks in ___ Sweetheart drinks. (Opening sponsorship, no cost)
2, double 12-vip customers free to play: diamond card vip card can take children to ___ amusement park free to play once.
Culture Marketing:
1, Double 12, get off the light right away!
1) Free broadcast of customer confession, WeChat sharing area free sunshine happiness.
Activity location: the first floor radio station
2) single men and women can register to participate in the "heart to heart" activities. Single men and women will randomly form different "hypothetical situations "**** with the couple to participate in interactive activities. The first thing you need to do is to get your hands on a new pair of shoes or boots.
Registration location: the second floor of the small stage area
Note: the activities of the specific rules of operation and the project rules attached.
2, double 12, single lover field - bachelor go up (4f theater Hanukkah special event)
Single men and women can go to the front desk to buy the exclusive tickets for singles, girls can enjoy 60% off tickets. Boys can get a rose (for the girl next to them) with the purchase of a ticket. Seats are randomly assigned to men and women.
Activity time: December 12
Activity location: the movie 1, 3 hall (details to the specific viewing time of the field shall prevail
The atmosphere of the layout:
1, the main exhibition area at the entrance / each floor categories of the exhibition area:
fashionable winter comprehensive exhibition area, along the popular elements of fall and winter. During the event to increase the exhibition area in the Hanukkah simulation dialog logo.
For example: Hanukkah to ___ shopping malls = losers reverse white rich beauty and other distinctive signs.
Note: The department store women's and men's department is responsible for the display team.
2, the counter and each floor escalator, elevator entrance: double twelve light box piece, vertical pop frame.
Cost budget (略)
Note: Please refer to the logo in the mall for details of the event.
Tmall Store Activity Plan Sample 2
A new business myth was born in the launch of the double twelve promotions: a single day's turnover reached 936 million yuan, more than the total retail sales of the shopping paradise of Hong Kong in one day, is more than the Chinese department store single store daily sales of 2.6 times. In such a business feast, Taobao really shows the popularity of e-commerce.
Double Twelve is mainly derived from Hanukkah, a recreational holiday for young people to celebrate the fact that they are still single ("Hanukkah" means "single"). The festival was born on campus and spread through the Internet and other media, and gradually formed a double twelve culture. January 1 is the small bachelor's day, January 11 and November 1 is the middle bachelor's day, and November 11 is known as the big bachelor's day because it has four 1's. The general bachelor's day refers to the 11th day of the 11th lunar month, and the general bachelor's day refers to the 11th day of the 11th lunar month. And the general Hanukkah refers to November 11th.
The National Bureau of Statistics sample survey shows that the current ratio of men to women at birth is nearly 120:100 worldwide. It is projected that by 2020, China will have 30 million to 40 million more men than women of marriageable age.
First, on the analysis of the double twelve customer base
1, double twelve customer base segmentation:
University students, office family, mostly concentrated between 18 ~ 30 years old.
Double twelve customer group characteristics: single, fashion, entertainment
Double twelve customer demand: psychological self-deprecation, entertainment, love
Planning double twelve company resource status
Activity purpose: multi-store resource integration, with the help of double twelve for the hosting store to introduce traffic
2, double twelve resource support
multi-store resources. The product line is rich, with the mainstream channel dissemination of the promotion of the executive team
The overall concept and deployment of the double twelve activities
The selling point of the activities:
In-store discounts as the core selling point
Activity page spike gift as a subsidiary
The overall attraction of the activities of the concept
Since the effect of the payment of the promotion can not be predicted, it is also difficult to collect data from various channels. The channels are also difficult to collect data (such as rebate network, SNS mainstream community cooperation and advertising position data need to communicate with the platforms, survey), so the overall use of free soft marketing and microblogging marketing.
Traffic entrance analysis:
Promote the flow of direct diversion to the event page and the official microblogging
(Taobao store traffic jump to the microblogging explanation: because Taobao can not hang out of the network connection, so the use of attention to jump to the event page diversion.
The method of attraction: the store by hanging double 12 activity preview advertisement, in order to give the form of preferential to attract customers to pay attention to the microblogging)
Why use microblogging traffic jump
Conventional promotion of advertising generally have exclusionary, with the soft and implantation of the form of promotion of microblogging is more easy to make people accept, microblogging can be used as a long-term high-quality traffic entrance management, microblogging operation can be the next and various types of traffic, and the microblogging operation can be the next and various types of traffic. Microblogging operation can cultivate traffic entrance for the next time and all kinds of stores, the detailed analysis of the flow diversion schematic is reflected in the implementation details
3, double twelve activities planning program
According to the current double twelve of the information mastered and can be utilized to promote the program
Theme of the event and its concept
Hanukkah, fashionable shopping in the whole field of no reason for a discount of 30%.
The concept of communication, to fashion bachelor (promotion of the use of copy, pictures, including page production are centered on this concept) as the entry point for communication, the use of various channels on the campaign page to spread.
Second, the plan to implement the process outlined
1, ___ month 11th - 16th
to promote the collection of information required to prepare (including microblogging account, Want, promotion of the required copy and picture materials, etc.)
activities during the store customer service recommended activities words
2, ___ month 17th - 31st
All promotional channels began to promote microblogging, and microblogging synchronization began to operate.
3, ___ month 1 - 5
microblogging began a new prize forwarding, participating stores began to participate in the campaign teaser image, the traffic will jump to the microblogging.
On the teaser page, share the gift activities, share this page can get 5 yuan coupon
4, ___ month 6 - 11
After 17 days of forum promotion feedback data, selected high-quality forums for the direct promotion of the page of the soft text.
Various channels to promote the publicity home page
Double twelve activity product rules
Product 30% off
11.1 began to hang the activity BANNER
2016 Tmall double twelve marketing plan
First, double twelve before the planning
This stage of the Taobao seller is mainly the need to do a good job of the activity Goal setting.
Second, the implementation of the deployment before the double twelve
1. Arrangements, inventory preparation, to avoid understaffing, inventory shortages;
2. This budget is clear, to avoid the emergence of the more you sell, the more the loss of the situation (in previous years it is very common);
3. Decoration, to create an atmosphere of the double twelve activities;
4. Households in advance of the pre-heating marketing (text messages, Wang Wang Groups and other ways);
5. The day of the card point to compete for effective traffic (to avoid conflict with big sellers).
Third, the implementation of the day of the double twelve landing and after the preparation.
First of all, we should first set a double twelve goal for our own store, including turnover, conversion rate, traffic, customer price. In addition to set a warm-up period of the goal, this goal is mainly collection, coupon distribution number, the number of old customers to activate, because this part of the traffic will become our double twelve of the independent access to the traffic, very critical.
1. The basis for the development of the objective of the customer unit price:
2. The basis for the development of the objective of the conversion rate:
The range of amplitude in this is that we have gone through the decomposition of the double twelve data of hundreds of different levels of stores in the past few years, combined with the Taobao big data, and has been verified by countless stores, which is the most crucial place is that, we distinguish between The most crucial point here is that we distinguish between the conversion rate of each channel, rather than just setting the conversion rate of the whole store. Because the proportion of traffic in each channel of each store is different, if not split, then we set the target conversion rate will be rigorous, and will lose direction to optimize traffic in different channels.
The same reason, for the goal of visitors, we also need to distinguish between channels. There is a "warm-up collection into the store rate", meaning: Suppose we are in the warm-up period, there are 100 customers collection of our store, then may be in the day of the double twelve, there can only be 30 customers will come into the store to visit. Not all expected collection will enter the store, coupons issued during the warm-up period, not double twelve day can come back, can only be about 20% of the proportion of return visits. Old customers, to eliminate invalid users, retain the number of effective users, and then multiply by 20%, the venue and natural traffic are 2-3 times the usual. Through train we have to arrange according to our own store needs, to measure our profit margin, do not be blind. Drill show, double twelve grabbed a lot, if the warm-up period are not much power, double twelve day to get traffic destroyed very small.
3. Double twelve target decomposition tool table:
First of all, the first part of the store we first fill out the original real data as a reference; second, we do a double twelve day target decomposition, decomposition method in accordance with what I said above can be; finally, we also want to do a double twelve before the warm-up decomposition table. The upper right corner of the red box of the number is our double twelve goal of 30,000 yuan, the bottom of the red box is we in the warm-up period a **** promotion budget of 14,250 yuan. Plus the red box in the middle we have to pay to introduce traffic 1259 on the day of the double twelve, according to the PP network brushing the prevalence of the times, I believe that we are not unfamiliar with Taobao brushing, then Taobao brushing how to brush?
Taobao brush single part-time reliable? The first thing you need to do is to get your hands dirty. The majority of users demand, open Tao I recommend a very professional and reliable brush single platform shrimp Taotao, so that merchants brush peace of mind, but also so that brushes to earn peace of mind. The calculation of the dollar, it will cost 1259 yuan. Then we come to a conclusion that we can still not lose money, proving that we have this goal of 30,000 yuan, or reliable, will not be inflated, nor too low.
4, Tmall double twelve marketing strategy
Star + live
Double 12 party star lineup + matrix live, to create a super IP, shoulder pull new customers, enhance the overall flow of the platform and attention to the heavy responsibility.
At the Tmall Double 12 Carnival Night conference held today, Ying Hong, general manager of Alifish, said that this year's party will introduce a more internationalized star lineup, and Alibaba Group's large entertainment section, including Unity Group (Youku Tudou), Tmall Magic Box, Shrimp Music, UC Headline, Tmall client, Gaode Map and other platforms, will form the linkage live broadcasting matrix of the party, which will make the double 12
These are the first time I've ever seen the world's most famous brand.
The above kind. The above kind of show, Ali are sparing no effort to tease the TV, Internet users, looking for new traffic.
It is understood that last year's double 12 evening party on new customers generated a huge pull rate, new customers daily average to enhance 3 times, the peak to enhance 18 times, this amazing traffic acquisition ability is to ensure that Ali last year double 12 final top 91.2 billion cornerstone, but also an important support for Ali's performance growth in the next fiscal year.
In May of this year, on the first public appearance of the Ali fish, the person in charge of the Ali fish said that the stores involved in the IP-related sales, Tmall consumption of new customers accounted for more than 70%, indicating that the e-commerce IP has a strong ability to pull new people, the IP has a strong powder absorption ability, e-commerce, the IP has a strong ability to feed back.
It is based on this trend judgment, Ali set up Ali Fish, specifically for 100,000 merchants IP realization platform. This year, the general manager of Ali Fish, Ying Hong, is also the chief planner of the double 12 carnival night.
It is understood that Shanghai Jahwa finally took the title of the 2016 Tmall Double 12 party with 80 million yuan, Zhejiang TV will be the official partner TV station this year, fast-talking Hua Shao will be the host.
Personalized recommendation
Taobao Forum believes that: thousands of personalized recommendation is this year's Tmall to enhance the flow of the conversion rate of the weapon.
By applying Thousands of People Thousand Faces, an open application of Ali's nuclear weapons, to merchant stores, it focuses on increasing the value of traffic for merchants, improving conversion rates, and providing consumers with differentiated marketing and services.
In the apparel class merchant communication, Ali apparel class responsible person introduced, this year's thousands of people will be broken down to the arterial level, venous level and capillary level of traffic distribution. Among them, the main venue, the venue is the arterial level of thousands of thousands of people, the heavy task is to significantly reduce the overall jump rate, to ensure that the flow of large merchants and sales are not damaged to drive the growth of the whole platform; guess what you like, there are good goods, such as the shopping-oriented entrance of the thousands of thousands of people to focus on significantly improve the efficiency of the shopping guide; store, details, microtao thousands of people to focus on improving the overall operational efficiency of the store.
It is understood that the merchant can use the gathering of stars platform on the store products, pictures, ads personalized settings thousands of people. Ali said that merchants should focus on personalized material submission, the whole store to participate in the double 12 of the goods are reported into the system.
Previously, in the waist merchant meeting, Ali also said that in this year's double 12 preparations, it is recommended that the waist sellers will focus on the strategy of goods selection and personalized play. The personalized performance of the merchants will be used as a criterion for entering the venue, including the submission of the venue image material, commodity exposure and transformation, as well as the breadth of the transaction dimension.
Omni-channel strategy
Omni-channel is a refreshing position for this year's double 12 sales, supporting more than 60, emphasizing store delivery.
Since last year's double 12 part of the brand has begun to try the omni-channel through. Over the past year, on the one hand, Ali is sparing no effort to brainwash the brand to pass online and offline; on the other hand, large brands are also trying to pass online and offline goods, membership system, to realize the online ordering, store delivery, such as Ayamas Group, GAP, Uniqlo and other stores layout intensive brand in the past year have tried to pass online and offline, Umbra and other born online Amoy brand has also opened up an offline store.
In fact, online and offline sales of their respective channels have encountered a bottleneck, especially for apparel categories, the offline natural experience is good lack of traffic, the lack of online experience leads to the lack of customer price is difficult to improve. In order to find new growth, through the online and offline, by increasing the user experience and convenience, the online and offline users to attract each other, stimulate consumption, to achieve growth is the brand and Ali and other e-commerce platforms **** the same pursuit.
This year's double 12, for apparel category, Ali especially emphasized the omni-channel strategy, according to Ali, has opened more than 30, is expected to open more than 60 as a support merchant to give traffic tendency.
Industry insiders analyze, the annual double 12, not only but Ali's performance in the current year to ensure that the next fiscal year, Ali's growth is an important direction of the layout. Ali's brainwashing effect on the brand omni-channel in the past year is not significant, Tmall's Meow Street also stays only at the level of cooperation with offline department stores, failing to really get through to the brand level. With the immediate benefits of double 12 as bait, to take the brand online and offline through this game is also Ali's usual tactics.
Cross-store linkage, traffic conversion
Push the multi-threshold cross-store full-reduced discount offer play, to enhance the promotion linkage and traffic conversion.
Understanding that this year's double 12 marketing play includes platform level, industry level and merchant tools, platform level will have the whole full return, double 12 shopping coupon full reduction activities; industry level will have the pre-sale, spend money installments and other ways; merchants themselves have to buy N free 1, with the treasure, giveaway treasure, special treasure, and other multiple ways to play.
Participating in the merchant communication will be a clothing brand responsible person revealed that the single store full free, free single tool function, in the second half of the double twelve to provide the corresponding venue, Ali will give traffic support.
It is understood that previously in the Taobao 66 promotion activities, there has been an attempt to cross-store red packet promotional play.
Preparation of the main fall and winter new models, mall models
In the apparel business communication, Ali apparel class responsible person emphasized that this year's double 12 preparation requirements merchants to 2016 fall and winter new models, emphasizing the mall with the same models accounted for.
Tmall apparel integrated marketing responsible person Ki blue said, in 2015 double 12, fall and winter apparel turnover accounted for 60% of the overall Top main models accounted for half of the turnover, and this year's double 12 goods will still be in season, it is recommended that merchants in the activities of the store before the main models and models to do enough preparation.
Tmall Global Trend Festival, will serve as the main focus of the fashion direction during the double 12 warm-up.
Tmall store activity plan example 3
First, the purpose of the activity
1, grasp the 520 promotional online store planning business opportunities, so that customers have a sense of freshness, to stimulate their desire to consume;
2, to enhance the number of views of the online store, to absorb the new source;
3, to create the credibility of the online store, to improve the Customer loyalty;
Second, the activity time
20__ May 10 (ten days in advance) - 20__ May 20 (5.20 end)
Third, the theme of the activity
I love you, Silk Heart
Fourth, the object of the activity
For the 20 to 20 days of the event, the event is not a good idea, but it's a good idea. p>
For 20 to 30-year-old female customers.
V. Activities
"I love you, silk heart" special activities
buyer reality show, share the beauty to win gifts!
1 share that is rewarded: upload the baby tried on the real picture, write down the feelings of the heart, show your legs.
(Everyone has a prize)
2 Lucky Advent Award (1 per month)
3 Loyal Customer Award (1 at the end of the year)
Six, the activities of the publicity
1, publicity focus on the time: 2 days before the event; 520 days after the day;
2, means of publicity: the target object is determined, and then spread through the appropriate channels, such as Taobao Wangwang message, signature file, and the publicity of the event, the publicity of the event. The target audience is determined, and then spread through appropriate channels, such as Taobao Wangwang message, signature file, baby title, announcements, QQ, blogs, microblogging, posting, gang, forums, WeChat and so on.
Seven, the promotion of the work before
1, the issue of supply: to determine the promotion of goods, and prepare a sufficient number of goods. Different commodities to take different promotional methods, and then is about the discounted items to choose, for example, large goods as promotional items. During the promotional period, the goods will be sold faster than usual, therefore, sufficient stock is the guarantee.
2, do a good job after-sales service: the rise in the number of orders, brought about by a large number of after-sales service problems, full communication and coordination with customers, to ensure that every customer satisfaction
3, the customer crowd to determine: to find the right consumer groups, targeted production of promotional programs.
Tmall store activity plan example 4
A, the purpose of the activity
1, grasp the Tanabata Valentine's Day promotional online store planning business opportunities, so that customers have a sense of freshness, to stimulate their desire to consume;
2, to enhance the online store browsing volume, absorbing the new source;
3, to create the credibility of the online store, to enhance customer loyalty;
3, to create the online store, to enhance customer loyalty, to enhance customer loyalty. enhance customer loyalty;
Second, the activity time
20__ August __ (ten days in advance) - 20__ August __ (the end of Tanabata)
Third, the theme of the activity
I love you, Silk Heart
Fourth, the activities of the object
For the 20 to 20 years, the number of people who have been in the country for the first time, the number of people in the country for the first time. p>
For 20 to 30-year-old female customers.
V. Activities
"I love you, silk heart" special activities
buyer reality show, share the beauty to win gifts!
1 share that is rewarded: upload the baby tried on the real picture, write down the feelings of the heart, show your legs.
(Everyone has a prize)
2 Lucky Advent Award (1 per month)
3 Loyal Customer Award (1 at the end of the year)
Six, the activities of the publicity
1, publicity focus on the time: 2 days before the event; 520 days after the day;
2, means of publicity: the target object is determined, and then spread through the appropriate channels, such as Taobao Wangwang message, signature file, and the publicity of the event, the publicity of the event. The target audience is determined and then spread through appropriate channels, such as Tao Bao Wang Wang message, signature file, baby title, announcement, QQ, blog, microblogging, posting, gang, forums, WeChat and so on.
Seven, the promotion of the work before
1, the issue of supply: to determine the promotion of goods, and prepare a sufficient number of goods. Different commodities to take different promotional methods, and then is about the discounted items to choose such as large goods as promotional items. During the promotional period, the goods will be sold faster than usual, therefore, sufficient stock is the guarantee.
2, do a good job after-sales service: the rise in the number of orders, brought about by a large number of after-sales service problems, full communication and coordination with customers, to ensure that every customer satisfaction
3, the customer crowd to determine: to find the right consumer groups, targeted production of promotional programs.
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