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Five planning schemes For the Double Eleven Shopping Carnival for home appliances, the home appliance industry has also launched promotional activities to attract consumers. How to write the activity planning scheme is as follows: The planning scheme for the Double Eleven activities for home appliances, please refer to it, and more information is in the planning book column!
Planning Scheme of Home Appliances Double Eleven Activities (1)
Activity background:
Double 1 1 has quietly entered our field of vision and has been built into an unprecedented grand festival by e-commerce. With the strength of online e-commerce companies such as Taobao, JD.COM and Suning.cn, the operation of offline stores has become very difficult. The compression of the living space of physical stores must keep up with the pace of e-commerce and do better.
Activity purpose:
Establish a good relationship between merchants and customers, establish a good reputation in the local area and increase the sales of electrical appliances.
Target population:
Local users
Organizer:
Xx electrics sales co., ltd
Specific content of the activity:
1, tell me your troubles:
In the process of using small household appliances, there are many small problems and faults that customers can't solve, even if they contact the merchants, they can't solve them properly. Therefore, to hold such an event, customers only need to talk about their confusion and speak out loud, while businesses only need to record and distribute small gifts. Such as nail clippers, washing clothes, etc.
2. Trade in the old for the new
Everyone has a nostalgic plot. The best way to make consumers "like the new and hate the old" is to exchange the old for the new. At this point, the battery car industry has done the best and can follow suit. In fact, it can also be used in the electrical industry, as well as small household appliances, televisions, refrigerators and so on. You can exchange it for a new one.
Step 3 issue VIP cards
In order to increase user stickiness and speed up the transaction, VIP cards can be issued for different brands; At the same time of promotion, it can compress the space selected by users. The specific operation is as follows: For example, if users buy Haier's larger products, Haier VIP cards will be issued, and if users continue to buy electrical appliances of this brand, they will enjoy certain discounts.
Step 4 send cash coupons
We can learn from the practices of some clothing cities, such as buying clothes from 900 yuan, giving shopping vouchers from 90 yuan, and stipulating the minimum consumption and use time, so that we can bundle consumption, and users will pay the bill again and again in order not to waste their shopping vouchers.
5. Choose the most beautiful housewife
At present, in China, the promotion of merchants is the same, without any new ideas, and even more impersonal. So, come to a live game, such as using small household appliances such as soymilk machine and fried eggs, and do it in the morning. I believe it will attract the attention of many people. It is not only innovative, but also makes people feel the warmth of home.
6. Give gifts for the wedding.
Double 1 1 Near the end of the year, many newly-married families choose to buy home appliances at this time. At this time, it is timely and appropriate to hold wedding gift-giving activities.
Activity summary:
Double 1 1 is called Singles Day, but people still want their families to be happy and the whole family to be happy. Therefore, it is most appropriate to make specific promotion arrangements with the theme of warm home.
Planning Scheme of Home Appliances Double Eleven Activities (2)
1, Boss Electric Appliances: Double 1 1 has great potential and strives to "break through 1 100 million"
Many categories of businesses have expressed "no feeling" about this year's Double Eleven, while the kitchen appliance brand owner Electric told the business opportunity network that this year's double 1 1 has great potential, and the company has set a target of sales exceeding 100 million yuan. "Breaking 100 million" means that the sales volume of Boss Electric Appliances will double again on the basis of last year's 1 1. But for this high goal, Boss Electric is full of confidence.
Boss Electric said that the company is very optimistic about this year's double 1 1 activity, and began to stock up in August. In terms of traffic introduction, online and Tmall cooperated to carry out showcase activities, and offline marketing activities were also carried out to jointly create momentum for the double 1 1.
2. Puppy Electrical Appliances played the foreplay "repair" service as a gimmick.
According to the Internet small household appliance brand, the overall stocking volume of this year's Double Eleven is about 65.438+0.5 billion, and its strategy is to move the peak value to 654.38+065.438+0, release some sales in advance, and add a unique after-sales service model to the activity-"guarantee repair".
It is reported that the "Double Eleven" promotion activity of Puppy Electric Appliances started "foreplay" from the middle of 10. During the periods of 10, 15 to 10 and 3 1, three spike products were launched every day, and some coupons were launched during the period of 1 1 0.
Puppy Electric pointed out to Business Opportunity.com that most of the firepower of this year's Double Eleven was concentrated on Tmall platform, accounting for about 60% of the investment, followed by JD.COM and Vipshop. In addition, the investment of wireless terminals also accounts for about 40% of the total cost, which will be different from previous years in product planning and marketing scheme.
3. Yijia Water Purification: Three platforms are installed with lightning at the same time.
Water Purifier Vertical B2C Yijia Water Purification will launch the Double Eleven promotion activities simultaneously on the only website, JD.COM and Tmall platform. In addition to preferential commodity prices, this year, we will focus on installation services and post-user maintenance.
This year's Double Eleven, this 1 1 Tmall store will participate in the war together. At the same time, it also raised the flag of Double Eleven on its only website and JD.COM, and all offline stores will also carry out promotional activities simultaneously. On the only websites, Tmall and JD.COM, the delivery ratio is about 2: 1: 1, and the overall stocking scale is about 30 million to 50 million.
4. Haier: Playing nostalgic cards to take old photos for new machines.
Haier Electric moved the "trade-in" activity to the Internet. At present, in Haier's only flagship store, Haier's "crazy redemption" entrance can already be seen.
According to Haier, the "trade-in" campaign is aimed at Haier washing machine users. The so-called "trade-in" is actually "distributing old photos for new ones". There is no need to recycle old machines when participating in activities. Users only need to take two photos of the old washing machine, a front photo and a logo photo, and send them to the e-mail address designated by the event to get a new coupon of 1000- 1500.
5.LG "Tian Ji Horse Racing": Avoid the fierce competition of black electricity.
LG's only flagship store will participate in Tmall Double 1 1, and will focus on white electricity (an electrical product that replaces users' housework) and is committed to creating a one-stop shopping experience for home appliances.
The LG generation operator introduced in the new seven days that last year, double 1 1 was subject to the logistics system, and large white goods were not easy to deliver. After the rookie 3W system is opened this year, it will help white goods to play their own advantages.
Planning Scheme of Home Appliances Double Eleven Activities (3)
Double 1 1 has quietly entered our field of vision and has been built into an unprecedented grand festival by e-commerce. With the strength of online e-commerce companies such as Taobao, JD.COM and Suning.cn, the operation of offline stores has become very difficult. The compression of the living space of physical stores must keep up with the pace of e-commerce and do better.
Activity purpose:
Establish a good relationship between merchants and customers, establish a good reputation in the local area and increase the sales of electrical appliances.
Target population:
Local users
Organizer:
Xx electrics sales co., ltd
Specific content of the activity:
1, tell me your troubles:
In the process of using small household appliances, there are many small problems and faults that customers can't solve, even if they contact the merchants, they can't solve them properly. Therefore, to hold such an event, customers only need to talk about their confusion and speak out loud, while businesses only need to record and distribute small gifts. Such as nail clippers, washing clothes, etc.
2. Trade in the old for the new
Everyone has a nostalgic complex, and the best way to make consumers "like the new and hate the old" is to trade in the old for the new. At this point, the battery car industry has done the best and can follow suit. In fact, it can also be used in the electrical industry, as well as small household appliances, televisions, refrigerators and so on. You can exchange it for a new one.
Step 3 issue VIP cards
In order to increase user stickiness and speed up the transaction, VIP cards can be issued for different brands; At the same time of promotion, it can compress the space selected by users. The specific operation is as follows: For example, if users buy Haier's larger products, Haier VIP cards will be issued, and if users continue to buy electrical appliances of this brand, they will enjoy certain discounts.
Step 4 send cash coupons
We can learn from the practices of some clothing cities, such as buying clothes from 900 yuan, giving shopping vouchers from 90 yuan, and stipulating the minimum consumption and use time, so that we can bundle consumption, and users will pay the bill again and again in order not to waste their shopping vouchers.
5. Choose the most beautiful housewife
At present, in China, the promotion of merchants is the same, without any new ideas, and even more impersonal. So, come to a live game, such as using small household appliances such as soymilk machine and fried eggs, and do it in the morning. I believe it will attract the attention of many people. It is not only innovative, but also makes people feel the warmth of home.
6. Give gifts for the wedding.
Double 1 1 Near the end of the year, many newly-married families choose to buy home appliances at this time. At this time, it is timely and appropriate to hold wedding gift-giving activities.
Activity summary:
Double 1 1 is called Singles Day, but people still want their families to be happy and the whole family to be happy. Therefore, it is most appropriate to make specific promotion arrangements with the theme of warm home.
Home appliances double eleven activity planning 1, boss appliances: double 1 1 promising to strive for "breakthrough 1 billion"
Many categories of businesses are "indifferent" to this year's Double Eleven, while the owner of the kitchen appliance brand, Electrical Appliances, told the business opportunity network that this year's Double 1 1 has great potential, and the company has set a target of sales exceeding 100 million yuan. "Breaking 100 million" means that the sales volume of Boss Electric Appliances will double again on the basis of last year. But for this high goal, Boss Electric is full of confidence.
Boss Electric said that the company is very optimistic about this year's double 1 1 activity, and began to stock up in August. In terms of traffic introduction, online and Tmall cooperated to carry out showcase activities, and offline marketing activities were also carried out to jointly create momentum for the double 1 1.
2. Puppy Electrical Appliances played the foreplay "Hi Repair" service as a gimmick.
Xiaozi Electric, an Internet small household appliance brand, said that the overall stocking volume of this year's Double Eleven was about 65.438+0.5 billion, and its strategy was to move the peak to 654.38+065.438+0, release some sales in advance, and add a unique after-sales service model to the event-"repair".
It is reported that the "Double Eleven" promotion activity of Puppy Electric Appliances started "foreplay" from the middle of 10. During the periods of 10, 15 to 10 and 3 1, three spike products were launched every day, and some coupons were launched during the period of 1 1 0.
Puppy Electric pointed out to Business Opportunity.com that most of the firepower of this year's Double Eleven was concentrated on Tmall platform, accounting for about 60% of the investment, followed by JD.COM and Vipshop. In addition, the investment of wireless terminals also accounts for about 40% of the total cost, which will be different from previous years in product planning and marketing scheme.
3. Yijia Water Purification: Three platforms are installed with lightning at the same time.
Water Purifier Vertical b2c Yijia Water Purification will launch the Double Eleven promotion activities simultaneously on the only website, JD.COM and Tmall platform. In addition to preferential commodity prices, this year, we will focus on installation services and post-user maintenance.
This year's Double Eleven, this 1 1 Tmall store will participate in the war together. At the same time, it also raised the flag of Double Eleven on its only website and JD.COM, and all offline stores will also carry out promotional activities simultaneously. On the only websites, Tmall and JD.COM, the delivery ratio is about 2: 1: 1, and the overall stocking scale is about 30 million to 50 million.
4. Haier: Playing nostalgic cards to take old photos for new machines.
Haier Electric moved the "trade-in" activity to the Internet. At present, in Haier's only flagship store, you can already see the entrance of Haier's "crazy innovation".
According to Haier, the "trade-in" campaign is aimed at Haier washing machine users. The so-called "trade-in" is actually "distributing old photos for new ones". There is no need to recycle old machines when participating in activities. Users only need to take two photos of the old washing machine, a front photo and a logo photo, and send them to the e-mail address designated by the event to get a new coupon of 1000- 1500.
5.lg "Tian Ji Horse Racing": Avoid the fierce competition of black electricity.
Lg's only flagship store will participate in Tmall Double 1 1, and will focus on white electricity (an electrical product that replaces users' housework) and is committed to creating a one-stop shopping experience for home appliances.
The lg generation operator introduced in the new seven days that last year, due to the logistics system, double 1 1 was not easy to deliver large white goods. After the rookie 3w system is opened this year, it will help white goods to play their own advantages.
Planning Scheme of Home Appliances Double Eleven Activities (4)
Activity theme:
Low-priced storm snapped up by the whole people (dear, did you buy it? ) Activity time: 20171.9-20171.0 Activity content:
50% discount for the whole event (20 1 7165438+10/0/day)
20 17 1 1, 1 1, starting from 10, the whole audience will be sold at a 50% discount, and the storm of low prices will sweep across the city!
(Note: The whole audience must be involved in the activities to achieve the cluster effect. )
Activity 2 Shopping is polite and lucky (2017165438+10.9+165438+10/). All customers who shop in XXXX during the activity can purchase a water bill with the amount of 1 1 yuan.
First prize 1 brand smart phone, a second prize with a value of11yuan, two XX supermarket shopping cards, a third prize with a value of11yuan, and six vacuum thermos cups.
(Note: The lucky draw is to scratch the card at once, and the gift is given in kind. )
Activity 3 doubles the sweetness of a person's holiday (20165438+1October 1 1 in 2003). Shopping in 0 yuan 165438+2 lollipops (200 in 2 yuan), shopping 65438. Estimated activity cost:
1. The estimated cost of the lottery scratch card is 1000 yuan, and the prize-winning cost is 8,000 yuan, totaling 9,000 yuan.
2. Double sweet activities. The estimated cost of the activity is 1500 yuan. 3, posters and advertising costs 5000 yuan. The estimated total cost of this activity is 1.55 million yuan.
(Note: 7,000 yuan can be shared by the merchants, and the cost sharing will be finalized in consultation with the merchants in the early stage of the event to facilitate the smooth development of the event. Activity promotion:
1, advertising, using newspapers to put in 2 issues 3-5 days in advance.
2, large-scale facade advertising and supermarket DM single-phase combination, so as to be eye-catching and attract customers.
3. Live broadcast in supermarkets and promotion in different places. , to increase publicity.
4. Use floor stickers, colorful flags and propaganda slogans, plus festive music to create a good atmosphere for activities.
Planning Scheme of Home Appliances Double Eleven Activities (V)
One. Overview of activities
This activity is the seventh double 1 1 of Alibaba Group after the Double Eleven in 20xx. Nowadays, "Shuang 1 1" is not only the carnival of Tmall or Ali, but also the carnival of the whole people. At the same time, at the entrance threshold of the 20xx Taobao Tmall Double 1 1 main venue, in addition to the sea election registration, setting up shop red envelopes, reducing the number of shops and setting up pages, the seller promotion rules examination was also added.
20xx Taobao Tmall Double 1 1 has 1 main venue, 3 1 sub-venues (including 12 featured venues) and 25 promotion venues. All venues will continue to use the horse racing promotion mechanism and arrange the exhibition location according to the seller's whole store transaction. In addition, 20xx Taobao Tmall Double 1 1 also provides a traffic incentive plan for merchants, and at the same time increases the penalties for sellers who violate the rules. Of course, I will also update the details of the double 1 1 red envelope as soon as possible. If you want to buy (duo) and buy (duo) better, you can't miss it. So please put us in your favorites ~
Second, the registration conditions for the event
For merchants, the most urgent thing to know is how to register for the 20xx Double Eleven event. What qualifications do you need? Next, I will introduce in detail the necessary conditions for your registration in the 20xx Taobao Double Eleven venue.
First of all, all sellers can sign up for the main venue after the sea election and pass the audit, without having to participate in the sea election for on-site registration; Secondly, participating businesses must complete risk warning and safety review; Finally, the merchants have to complete the store red envelope setting, the store full reduction setting (not mandatory in the field) and the acceptance page setting in order to successfully enter the sub-venue. Merchants don't need to register at the main venue, but choose the best merchants in the form of "horse racing" through the sub-venue.
III. Schedule of activities
On September 14, the 20xx Taobao Tmall Double Eleven event began to be publicized.
From September 15 to September 30, businesses participating in the sub-venue began to register for the sea election (they can only register for the Double Eleven venue after the sea election).
65438+1October 8-65438+1October 23, there will be 20xx Taobao Double 1 1 registration at the venue. At the same time, merchants have to complete the store red envelope and store full reduction activities. During this period, activities such as "Double Eleven Conference", "Commodity Registration", "Main/Sub-venue" and "Horse Racing Mechanism" will be held.
65438+1October 3 1, and the registration results will be announced at the branch meeting.
165438+1October165438+1October120xx Taobao Tmall Double 1 1 Among them, from165438+1October1-kloc-0/65438+1October 7, the seller can adjust the goods, adjust the inventory, pre-sell/go public, and wake up the customers. 165438+1October 08—165438+1October 10, goods operation, shopping cart favorite operation and double eleven party are prohibited.
165438+1October 1 1 day, the 20xx Taobao Tmall Double Eleven event was officially launched, and double 1 1 goods were on sale. Merchants carry out specific replenishment, pre-sale, invoicing and delivery, as well as supply chain guarantee.
After the Double Eleven, that is,165438+1October 12, all operations will be resumed, shipments will continue, and services will start.
Four. Introduction of activity venue
20xx Taobao Tmall Double Eleven has set up 32 venues: 1 main venue, 3 1 sub-venue (including 12 featured venues), as well as 25 big promotion venues and separate Taobao venues.
20xx Taobao Double 1 1 Industry Sub-venue Women's Men's Shoes Men's Shoes Beauty Care Sports Outdoor Luggage Underwear Accessories Pets Maternity Products Children's Toys Mobile Phone Digital Home Appliances Home Decoration Department Store Food Auto Parts Global Purchase Games.
All venues are from different commodities and businesses in the 19 sub-venue (as shown above). They are: women's wear, men's wear, women's shoes and men's shoes, beauty care, outdoor sports, luggage, underwear accessories, jewelry and pets, maternal and child products, children's toys, mobile phone numbers, home appliances, furniture, home improvement, department stores, food, auto parts, games and global purchases. Merchants can participate in the double 1 1 activities in the sub-venue only after passing the big promotion exam, completing the red envelope setting, full reduction activity setting and page setting, and meeting other requirements of the sub-venue. (For more details about the venue, I will update it later)
The fifth is the activity game.
In this year's Taobao Tmall Double Eleven game, the venue must be set as follows: set up a store red envelope (the application scope of the red envelope is the whole store); Set up full and reduced shops (used cars, bees, virtual venues do not participate); Decorate the reception page of the store (if it is not decorated, the system will use the big promotion template by default, and the decoration can be started from 10 and 19). The competition method stipulated in the outfield does not include the setting of the mall's distribution reduction activities. In addition to the above gameplay, Taobao platform also provides 50% discount on the main venue, "11.1"shopping vouchers, daily specials, gold panning, auctions, Taobao Tmall loan application, store micro-poster release, store upgrade and so on. More gameplay has not been officially announced, and will be updated one after another.
Sixth, the parties to the incident were exposed.
According to media reports, on the evening of 20xx1October 20th, Alibaba will jointly hold a "Double 1 1" carnival party with Taobao Tmall, which will be directed by well-known director Xiaogang Feng and broadcast live worldwide. At that time, a number of big-name stars will be invited to be present. According to reports, in Alibaba, this party has always been called "Double 1 1 Spring Festival Evening". At the same time, Zhang Yong, CEO of Ali, revealed that although there are big-name stars in the party, the party is not a simple variety show, but should reflect the characteristics of e-commerce and let the audience interact. As an e-commerce seller who has been preparing 20xx dual 1 1, are you ready? Let your products and brands be exposed.
Seven. Privilege of event sellers
It is understood that Taobao will give additional privileged support to "active commodities" and "active merchants" who participate in the 20xx Taobao Tmall Double 1 1 (Double Eleven) activities:
1. "Movable goods" will receive traffic support in the preheating, sub-venue and outfield of this Double Eleven National Conference.
2. "Active products" will have focus maps, shopping carts, favorites, set-top links and recommendation systems in the station, and enjoy additional priority display opportunities or logo privileges.
3. "Movable goods" also have the opportunity to be displayed at the Taoke venue to obtain additional off-site traffic.
Eight. Activity flow, resources and financial support
In the 20xx Taobao Tmall Double Eleven event, Taobao will provide merchants with traffic resources support: 1, Taobao homepage focus map, top-down guide map, belt resource bit, banner resource bit, industry channel homepage focus map and other good locations; 2. Wireless mobile phone Taobao and Pad mobile phone Taobao will fully support the Double Eleven Taobao activities; 3. Hot markets such as gold coins will announce big promotion products; 4. Off-site traffic of Taobao customers; 5. Paid flow of diamond booth and through train.
In addition, during the preparation of 20xx 1 1, businesses other than tmall international can obtain a temporary increase in loan amount; Online merchant banks will also join hands with Taobao loans to lower interest rates and provide enterprises with more affordable funds. At the same time, it will also tailor the exclusive product "Big Loan Promotion" and more online banking financial service products for merchants.
202 1 "Double Eleven", which brands of electrical appliances are worth buying? With the arrival of Shuang 1 1, many people want to buy something, but they don't know what to buy, because it is easy to buy something, but it is not easy to really buy something good. After all, the things sold online now can be said to be mixed.
This is especially true when buying electrical appliances, because it is close to high-grade durable goods and takes a long time.
Haier Zhijia of Gree Midea, the three giants in the traditional home appliance industry, has no problem in purchasing the following products, because when the current Internet companies and smart home industry did not form, these three companies basically occupied more than 70% of the line distance, and they all have a long history, a perfect industrial chain and various psychological products have after-sales protection.
Generally speaking, it is also very advanced in the industry, and many products can basically avoid mistakes as long as they don't consider too many cost-effective issues.
Now in the emerging home appliance industry, Xiaomi is engaged in cost-effective products, not only in mobile phone stores, but also in the field of home appliances. Many smart home appliances are made by Xiaomi, and the quality is not bad. I think quality control is basically ok, characterized by intelligence, much better than the traditional home appliance industry, and has formed a relatively complete application ecological chain.
Many products and Xiaomi mobile phones,
Xiaomi's tablet computer Xiaomi's computer can directly complete a continuous control process, which is more convenient and intelligent.
Other home appliance brands are cheaper. For example, if you buy something for tens of dollars or 200 dollars, you don't intend to use it for a long time just for a month or two. It doesn't matter what brand you buy. Home appliance brands that can be sold normally on the market now may not have such a large market share, but the most basic quality control is still there.
But don't think too much about after-sales guarantee, because that brand may have after-sales centers all over the country, so large household appliances should choose big brands.