Detailed explanation of the 618 e-commerce activity plan!

Today we are going to talk about how to implement the 618 plan to ensure the smooth progress of the event to the greatest extent.

In fact, no matter what kind of activities you do, the steps are basically the same: before the activity - during the activity - after the activity - adaptability. Why do we also add adaptability?

Because all kinds of accidents can happen. Suddenly, a product that doesn’t sell well becomes popular, and you have to take measures. Or if the activity content is not effective, you have to quickly find ways to increase or decrease activities, etc.

Let’s start with these steps.

1. Before the activity

In fact, the most important activities are prepared before the event, which also includes event planning—analysis of traffic sources—image coordination—event preparation and so on.

1. Event Planning

When formulating an activity plan, you need to think about what kind of activities to do for different products and what kind of activities to do for commodities.

One thing to note here is that all your activities must be combined with the registration price of your product. The final estimated transaction price is called the estimated universal transaction price, which is compared with the lowest transaction price during the verification period.

If it is higher than the minimum transaction price, then you will not be able to obtain public domain traffic. Only if it is lower than the minimum transaction price can you obtain more minimum transaction prices.

In fact, non-venue businesses should study activities more carefully. They already lack the venue advantage compared to others, and if they don’t do the activities well, they will only be left further and further behind.

Therefore, you should be more attentive in activities and think optimistically. You also have advantages.

First, you don’t have to consider the registration price when pricing your product. Second, you can start selling in advance and try to capture as many customers as possible. You can just say you’ll make up the difference if you buy at a higher price. There are still many buyers who don’t care whether the venue is open or not.

I need it now, and you can impress me, so I will still buy it. So I still have to analyze my own advantages and not be too discouraged.

I recommend making a Gantt chart from the beginning so that you can see what you are doing at a glance.

Event planning is also divided into before the event, during the event and after the event.

Before the event, the main focus is on warm-up. Merchants at the venue should not take chances and sell in advance, as the price power can be monitored.

Once the price of the product is too low, you will lose the chance to get public domain traffic, which is not worth the loss. So don’t be greedy and sell at a low price after the official preheating page is released.

Do a good job of warming up and appease your current customers. What you can do during the warming up period is, first of all, make the content of your event concise and clear, so that buyers can see at a glance what kind of discounts they can get.

Buyers are also very lazy. Not many of them really study every activity thoroughly. Many people may also leave because they are afraid of trouble, so simplicity and clarity are the first factors.

This must be achieved regardless of whether it is a venue or non-venue merchant. Non-venue merchants have less control over price power, and buyers who want to bargain should be satisfied as much as possible, and a preferential price can be given in advance.

Then, during the warm-up period, you should try to guide buyers to collect and purchase your products to leave a deeper impression on you. There are also ways to attract traffic, not limited to direct train and diamond exhibitions, such as live broadcasts, etc.

There is also the most popular Tik Tok, which has very impressive traffic and also has live streaming.

For example, you can also do some interactive activities during the warm-up period. I am really optimistic about content marketing tools such as live streaming. Basically, if each one is done well, it can obtain public domain traffic. It is a good way to break through the current bottleneck period, including Douyin.

This is also what the platform hopes to see. If you can make your fans active and double the GMV in three years, you have to execute what you say. If you fail to achieve the goal, the words of the e-commerce boss will not be convincing.

This is the price during the warm-up period, and then there are the prices during the event. This year's 618 activities are divided into three waves. The first wave is a good start, which can be regarded as an activity for the entire network to start the 618 rhythm, and give you a small wave of benefits first.

Then there are ten days of category day activities, one day for each category. During this period, except for the day of your category activity, your sales will be considered normal, and you can cooperate with some activities.

But be careful not to affect the lowest transaction price. The third wave is the key point, the three-day event of 618 Carnival Day.

Therefore, you need to pay attention to how to coordinate and arrange when setting up an event. One good thing is that the orders generated by your event products during the entire 618 period will not be included in the minimum transaction price, so you can set it the same or differently, depending on your own ideas.

In addition to official shopping allowances and discounts, common activities include general coupons, small gifts, or flash sales that you set yourself. I can only give you general tips here. For specific details, you still need to use the wisdom of your colleagues in the company and brainstorm.

The price after the event also needs to be negotiated together.

It is best to think of several plans, and then weigh which one the buyers prefer. You also have to think of a plan with the greatest discount. In case the effect is not good during the event, you have to be able to adjust to a new event in time.

This needs attention. When switching activities, how to connect them so that buyers who have already purchased products will not have complaints, and pay attention to the price protection regulations. If the discount remains unchanged, the publicity gimmick still needs to be able to fool people.

2. Picture coordination

This means that you should start drawing after you have confirmed your event, and it should be completed before the official pre-launch page goes online to avoid delays.

The main pictures are nothing more than two home pages, detailed main picture labeling, etc. The templates in Luban are very good and have a relatively small impact on the product. The art designer must also be able to make timely adjustments in accordance with the operational needs.

If the activity is not effective, you have to quickly move to the second plan. It is best to do all these in advance so that you will not be too passive at that time. Direct train, diamond exhibition pictures, etc. are also the key points to be done.

3. Analyze traffic sources

During the event, you cannot just expect venue traffic and search traffic, which are free traffic. You also have to develop and tap into more traffic entrances, such as paid tools like Direct Express and Diamond Exhibitions. You have to see how to get more traffic.

But it is not as simple as raising the bid blindly. You need to make a detailed analysis based on keywords and crowds, how to not have a big impact on the car, how to quickly return to the previous level after the event, whether to add more words or attract more crowds, and so on.

There are many ways to increase traffic, but you still have to weigh the pros and cons. Sometimes the bid is increased but the traffic does not increase much. It mainly depends on the analysis of the car itself.

In addition to paid services, your private traffic includes live streaming, Taobao groups, Weitao, Douyin, etc. Sellers who persist in doing this really have good returns.

If you haven't started yet, you should hurry up. It's not too late to make it now during Double Eleven. It's really not too late. If you don't pay attention to it this year, you will miss the chance next year.

You also need to analyze how to obtain traffic to the venue. The special point this year is the price power of products. Those with low price power will not have public domain traffic, or to put it bluntly, they will not enter the venue.

So this is one point. There is also the horse racing rules. Previously, the sales volume was looked at in the previous hour, so this still requires you to perform better every hour.

4. Supply Chain

Prepare the goods in advance, especially the hot-selling ones, and prepare more for the others as appropriate. Pay attention to the dark horse styles that emerge during the sales period. If they are selling well, replenish the stock quickly to avoid delaying the next ideas.

If there is too much stock, it is still necessary to count the inventory after the event, which will also facilitate the operation to make adjustments to the next planning.

5. New product development

New products still need to be continuously developed. New products are Tmall’s important strategy this year. You can take a look at what I wrote in my previous post. If you think it makes sense, you can pay more attention to it. The products should be put on the shelves on the day of the event, and can be coordinated with three waves of activities, with new products on the market in each wave.

6. Live streaming/TikTok

Regarding content marketing, it is emphasized that you must persist and explain the content of the event clearly during the live broadcast. As for the Douyin content, you should directly advertise the products. Don't make funny videos. Even if you have fans, there will not be much conversion. Just shoot product videos.

As long as it can bring convenience to buyers, I think what one of my students said to me makes a lot of sense. Nowadays, people spend less time watching Douyin than browsing Taobao, but these people still have shopping needs. As long as they see the video, they will still jump to buy if they have this need.

One more thing, for tools like Direct Express and Diamond Exhibition, you still need to test the pictures and data in advance so that you can achieve better results during the event.

It is too late to create a new plan during an event. Before the weight can be increased, the event will be over and the maximum value cannot be achieved. Therefore, you must test the creativity, keywords and audiences in advance so that you can put them to good use during the event.

2. Activities

1. Preparation

In fact, the main work is basically prepared before the event. During the event, you just need to monitor the data. If the event effect is not good, change to other plans as soon as possible. You can also look at the activities of your peers.

If other stores sell well, you can also refer to them. As the saying goes, there is strength in numbers. During every event, some big stores always have new ways of playing, which are also worth referring to. They must have been brainstormed by many people.

Borrowing does not mean copying, but adding your own thoughts and your own unique way of playing.

2. Horse Racing

Horse racing is no longer as simple as the original transaction volume. Let’s take a look at the official explanation:

During the event (including warm-up and official events, from May 29, 2019 to June 18, 2019), in order to present the best and most honest merchants, the most attractive prices and the best products of the year to Tmall consumers.

The system will use the merchant's focus on Tmall consumers, the extent of product discounts, and the richness of product categories as important evaluation dimensions for scientifically allocating and managing Tmall resources.

During the event, if merchants do not pay enough attention to Tmall consumers, do not offer enough discounts on products, or even do not have a competitive advantage over marketing measures for the products in other channels, these will not be in line with Tmall's 618 commitment to consumers;

In the above situation, the system may immediately reject the free Tmall resources previously allocated to the merchant through evaluation, and allow other better products to appear in more prominent positions at the event, or directly cancel the merchant's Tmall 618 venue qualifications and other rare and free Tmall traffic.

Traffic optimization is a basic business decision for Tmall.

In order to ensure and enhance the consumer experience and maximize the traffic output of the Tmall website, we provide merchants with more product display opportunities by improving traffic efficiency.

The system will also provide public recommendation domain traffic resources such as Tmall marketing activities including Tmall 618 and search results to suitable brands and merchants.

The dimensions of comprehensive evaluation also include the following performances of brands and merchants: service capabilities, product competitiveness, price, credit, integrity, and focus on Tmall consumers.

To sum up: the main assessment is your service (DSR), store operation ability (the more add-ons, the higher your attention), preferential strength, promotion investment, pit production (sales volume), etc.

There are also two situations in horse racing:

1. If you submit "personalized venue materials". After the activity is reviewed and approved, the system will automatically make personalized recommendations to consumers based on their purchasing habits, browsing habits, add-to-cart and other dimensions.

That is, the products that consumers see at the personalized conference venue are different.

2. If you submit "main venue materials", "sub-venue materials", "sub-sub-venue materials", etc. After the activity is reviewed and approved, it will be displayed in a horse racing + personalized manner.

The horse racing system means that the activity will give priority to displaying products with high comprehensive data based on the merchant’s store/product sales, add-to-cart, conversion rate, DSR score and other comprehensive data.

Whether it is the price power of goods or the horse racing mechanism, it requires you to be more careful in operational activities and have more ways to play.

But you must explain this gameplay clearly. Never explain it in two sentences if you can explain it in one sentence. The additional purchases during the warm-up period are the most important evaluation data. DSR depends on your daily accumulation. During the event, your pit production still needs to be considered.

Regarding DSR, here is a commonly used method. I don’t know if you are doing it, but it is really easy to use. Arrange a person to call people who have purchased the product, and those who have purchased the product also need to be screened.

If someone speaks in a naughty way on Wangwang, seems easy to talk to, has stronger purchasing power and a high rate of favorable comments, such person is generally more cooperative. Also, they have lower credit and a higher rate of favorable comments.

There are also those who like to get a bargain and will cooperate. After contacting, you can add WeChat and ask the buyer to take real pictures and videos. You can charge a certain amount for every cross, and then add as many videos and pictures as possible to increase the degree of cooperation. Investment is definitely necessary.

But if you really stick to it, the benefits you will bring will be far higher than this investment. If you are unwilling to cooperate, don't try to persuade them. The more you persuade, the more likely you are to get bad reviews.

From the tests I've done, the weight of the comments you edited and took yourself and sent to buyers is much lower than the buyers' own comments and photos. Even if you edit 100 words and five pictures, they cannot beat a 20-word comment from a real buyer without any pictures!

It's a bit exaggerated, but it's true that the weight of buyers' own evaluations is much higher.

3. Ability to respond to emergencies

There’s actually not much to say about this, you just need to be aware of the dangers, and generally there won’t be too many problems if it’s set up properly.

But you still need to be aware of it. When the event starts, you should check whether there are any problems with the price setting, whether there are any low-priced products, or whether there are any buyers from the customer service who have price problems when purchasing, etc.

If there is no problem at the beginning, there will generally not be any big problems. Many stores have lost a lot of money because of price settings. We don’t know if this is really a mistake or just a marketing gimmick, but no one should joke about their reputation.

4. Cooperation

There are also live broadcasts, etc. It would be best if it could be live broadcast all day. There is also customer service live broadcast now, which is also a good time to maintain the Taobao group. These have been well maintained, so there will be no worries about breaking zero when new products are released in the future.

3. After the event

It is not time to sit back and relax after the event, we still need to make some comebacks, the price should not be lower than 618, and the discount should not be greater than 618. With price protection, non-venue merchants don’t have to worry.

However, it is better to protect previous buyers and not let them buy in vain. It is also a commitment to the buyer.

One is to do a good job of organizing the activities, make a statistics of the activity effects during the entire event, sort out the problems that arise, and also organize the goods. For those who have excess inventory or dark horse products, they must make plans for the next step.

Basically, this is the entire activity process. Moreover, non-venue merchants and small sellers must not think that this is a festival for big sellers. All merchants are required to cooperate.

This is because big sellers also started out as small sellers, and accumulated their wealth bit by bit. If you don’t cooperate, Taobao will think that you don’t have the ability to run a store and serve buyers well, so they will not give you any traffic.

Except for not being able to register the venue, everything else can be done. By keeping up with the official pace, you can increase your sales several times.

I wish you all a big sale on 618. Remember, it’s not just for 618, it’s also a rehearsal for Double Eleven!