Double Eleven event planning copy (1) 1. 20** Taobao Double Twelve Activity Schedule
On September 5th, 20** Taobao Double 1 1 Double 12 Carnival was officially launched. (The seller warms up two months in advance)
September 15 —— 10-9 —— Preparation period of the event.
10,10-10,10, Taobao held a seller's mobilization meeting in Hangzhou to promote Shuang 1 12.
1June10-10/0/October 3 1 business registration
165438+1October1-165438+1October 30th.
65438+February1—65438+February 1 1 activity warm-up period
65438+February 65438+officially released in February.
2.20** Registration conditions for the main venue of Taobao Double Twelve activities:
The registration conditions for the main venue of Taobao Double Twelve are similar to this year's Double Eleven. Compared with the double eleven sign-in to send lottery tickets, collect red envelopes, set up wireless terminals and deduct gold coins, which greatly promotes the acceptance of the page and gets 50% postage. Double twelve is missing two necessary conditions.
1) 50% off gift package for the whole audience: the active product requires 50% off the current price, and it must be lower than the lowest bid price (non-final transaction price) in the past 30 days.
2) 12 12 shopping volume is universal: you can use the amount of double 12 shopping volume (the original double 12 red envelope) (multiple of 5, with the upper limit of 200) to set the products participating in the event. Users get double 12 shopping volume through various small games. On the day of double 12, the activity price of goods can be reduced by the amount of double 12 shopping vouchers.
3) Set the wireless store and wireless details page: this is consistent with the requirements of double 1 1. It is not difficult to see from the 42.6% transaction ratio of this year's Double Eleven that the setting of wireless terminals is really necessary.
4) Promotion pages: Pages linked to the main venue can be decorated but not deleted.
Three. 20** Taobao Double Twelve main venue:
This year, Taobao's dual 12 PC and wireless terminals are different. There will be 154 venues on the PC side, including 1 main venue, 23 sub-venues and 130 industry sub-venues. Wireless terminals set up 10 industry sub-meeting places.
Among them, the sub-venues of the PC section are: women's wear, men's wear, underwear, men's and women's shoes, luggage/accessories, beauty cosmetics, jewelry accessories, maternity products, children's wear and shoes toys, department stores and pets, home improvement, digital, home appliances, mobile phones, outdoor sports, automobiles, food, virtual, global shopping, gold panning, auction and bargain-hunting. The 10 sub-venues on the wireless side are: women's wear, men's wear, men's and women's shoes, luggage accessories, sports, food, digital home appliances, household department stores, mothers and babies and beauty cosmetics.
Fourth, 20** Taobao Double Twelve main venue seller incentive mechanism
The double eleven horse racing mechanism is still used in the rotation broadcast between the main venue and the sub-venue. Promote from low to high between different venues and from low to high according to the venue. The promotion order is: the floor of the venue by industry-the floor of the industry venue-the sea view room of the industry venue-the floor of the main venue-the sea view room of the main venue.
Among them, during the warm-up period, the horse race will be held every day, and the venue display will be arranged according to the purchase situation of the whole store. Organize horse racing activities by the hour on the day of the twelfth lunar month, and arrange venue display according to the transaction situation of the whole store and the total consumption of red envelopes.
Verb (abbreviation of verb) 20** Introduction to the usage of Taobao Double Twelve activity red envelopes (shopping vouchers);
This year's Taobao Double Twelve Red Packet was renamed as 12 12 Shopping Voucher (formerly 12 12 Red Packet). The main gameplay is that the reusable red envelope amount based on the commodity price 12 12 is officially distributed through Taobao.
Example: The price of the goods of a merchant A (the goods that have signed up for the Double Twelve activities) on the day of the Double Twelve is 200 yuan. The merchant sets the amount of red envelopes available for this product as 12 12 yuan. If the user has a red envelope of 100 yuan, then the user can spend 12 yuan. Of course, the seller finally received 190 yuan. If the user only has 8 yuan's double twelve red envelopes, the seller will finally get 200-8= 192 yuan.
That is to say, every product that the seller participates in Double Twelve needs to set the usable amount of Double Twelve red envelopes (Taobao officially suggests that the amount of red envelopes should be less than 20% of the product, and the amount of red envelopes can only be multiple of 5 yuan and 5 yuan, and below 200 yuan). On the other hand, buyers get 12 12 red envelopes with different denominations by completing official tasks.
Six, 20** Taobao double twelve activities wireless introduction:
One of the four necessary conditions for the registration of Taobao Double Twelve main venue is the need to set up a wireless store and a wireless details page. This is the same as the requirement of Double Eleven, and the 42.6% sales ratio of Double 1 1 also proves the rationality of Taobao's requirement. So what is the difference between the specific gameplay of the double twelve and the double eleven wireless terminals?
In addition to the traditional Taobao wireless channel (see the picture below), this double twelve wireless gameplay is worth mentioning, including the interactive gameplay of the store's treasure chest. When users browse the homepage or page of the seller's mobile phone Taobao shop, there is a certain probability that a treasure chest will appear. After clicking on the treasure chest, the user can draw a lottery in the treasure chest set by the seller. The prizes in the treasure chest include coupons, mobile phone traffic packages, lottery tickets and so on. (Mobile phone traffic package: the mobile phone traffic package purchased by the seller can be used by users themselves or given to others after being drawn. )
Taobao wireless traffic acquisition method
Seven, 20** Taobao Double Twelve Activities Promotion Page Analysis:
Taobao's Double Twelve promotion page is basically consistent with the requirements of Double Eleven, and all merchants who sign up for Double Twelve can and must set up a big promotion page. The landing pages of the main venue and the sub-venue are the landing pages of the corresponding stores. The seller can set a big picture of the big promotion page and a background picture of the big promotion page on the front page of the store (mainly to set off the atmosphere of the Double Twelve activities). Optional modules of the promotion page include: store discount module, 12 12 pre-sale commodity module, 12 12 promotion baby module and custom content area. The above four modules can be displayed or not (that is, modules that can be modified and deleted by merchants). There is also a hot-selling product module on the big promotion page, which will automatically extract 40 products that the store is selling well, and the seller can only adjust the order but not modify it (that is, the buyer can see the actual situation of the store here).
It is worth noting that although the pages on the PC side will be automatically synchronized to the wireless side, the custom module will not be synchronized to the wireless side.
Double Eleven event planning copy (2) 1. The name of the planning book
Taobao Store Double Eleven Marketing Plan Book
Second, the background of the incident
With the development of Internet, online shopping has become a very common thing. Taobao is the leader of online e-commerce platform. With the rapid growth of consumer spending power and Taobao sales, many people see business opportunities from the market potential of e-commerce and are attracted by this fair entrepreneurial paradise, and they have joined the ranks of e-commerce. The impact of this is that even if Taobao's consumer market is large enough, the competition is becoming more and more fierce. Therefore, in today's Taobao environment, even large-scale brand stores will find it difficult to keep up with the price war of small and medium-sized online stores without promotional activities, and the sales data will be very bleak. The upcoming Double Eleven undoubtedly kicked off an e-commerce war. In this case, Taobao shop owners should start to tighten their nerves and make careful arrangements.
Third, the purpose and significance of the activity
During the Double Eleven e-commerce promotion, we used various marketing methods to attract consumers' attention, increase online store traffic and increase in-store sales, which finally improved our sales performance and impression in consumers' minds during the Double Eleven period.
Four. Activity content
1. Store decoration and overall feeling
The homepage and baby content page of our store should be artistically arranged, illustrated as far as possible, and always filled with the atmosphere of double eleven promotion to arouse consumers' desire to buy. The decoration stage is basically divided into three stages:
(1) Before the festival: Render the atmosphere of Double Eleven, attract consumers' expectations for the promotion of Double Eleven in advance, and even offer preferential promotions to some treasures in advance, so that customers can pay attention to our store;
(2) Double Eleven: Shops should reflect the scene of doing their best to promote sales. No matter whether they are busy or not, they should launch various ways to promote goods and serve every customer well;
(3) After the holiday, it shows that "Double Eleven has passed, but the afterheat of promotion has not faded", so that buyers who are late or concerned about our store can still enjoy the promotion benefits brought by Double Eleven, but it is bound to have a great convergence compared with that day, which highlights the purpose of our store that buyers are God.
2. Promotion methods
(1) Direct discount: the original price is 300 yuan, and the current price is 50% off 150 yuan. This discount method is the simplest and the easiest for consumers to understand. No matter which baby is in the store, even if the whole store is selling at a discount, even if it is not in the specified 20 discount price, it is more acceptable for many consumers to change the price directly after shooting.
(2) Buy one and get one free: choose one baby at will and give another baby, with the highest price as the final amount of the transaction. This kind of promotion depends on the eyes of consumers. Smart consumers will enjoy a discount of almost 50% if they choose properly.
(3) Two packages: After buying a baby, you will find that you can enjoy the package service by buying another one, and it is inevitable that you will have the desire to buy it again. Although this discount is not strong, many consumers are still willing to pay the bill.
(4) Full delivery: Full delivery of 100 yuan coupons, full delivery of 20 yuan coupons in 200 yuan and full delivery of 80 yuan store coupons in 600 yuan. This way is a bit special. For example, this baby happens to be in 99 yuan and does not meet the preferential conditions. You must choose another one and accumulate it to enjoy the discount of coupons.
(5) Package: This way is a bit like kidnapping consumers. For example, if you buy any treasures from the audience, you can use 37 yuan to add treasures below 100 yuan, and 47 yuan to get treasures below 150 yuan. Similar to this way, it is to drive the baby at a high price and a low price, and it can also drive the sales of online stores. According to relevant statistics, this method is the most popular among consumers.
3. Customer service
During the Double Eleven period, consumers' traffic will generally be much more than usual. At this time, it is necessary for customer service to grasp the sentence and reply speed. It is best to add the cheerful information of Double Eleven in the language, which is also a promotion to the buyer's desire to buy.
4. After-sales service
When customers have problems buying babies in the store, they should return them. They should deal with this matter quickly, politely and amicably. Don't leave questions for customers. Appropriate mediation should be carried out on commodity problems, whether to return goods or negotiate, and customers should not be asked to seek Taobao to protect their rights.
Double Eleven event planning copy (3) 1. Event background:
"Double Eleven" refers to the annual165438+1October 1 1, which is also called Singles' Day because of its special date. Taobao Mall used this day to carry out some large-scale discount promotions to increase sales quotas. Around 2017165438+1October 1 1, many merchants launched a 50% discount on Taobao, and 20110,000 people snapped it up collectively, exceeding1. The single-day turnover is 936 million!
I recommend it carefully.