Do you know the complete guide to planning Double Eleven e-commerce events in 2019?

What are you planning to buy on Double Eleven?

What is the marketing point of Double Eleven?

Have you noticed that Taobao has already started warming up for Double Eleven last week? In the next period of time, your shopping cart will be full, and then you will stay up late on Double Eleven to participate in a project worth hundreds of billions.

"Double Eleven" opens up new avenues for e-commerce, and shopping festivals emerge

"Double Eleven" was first held in 2009. Although only 27 brands participated at that time, the turnover far exceeded expectations, with sales volume reaching 50 million yuan on that day. Since then, November 11th of each year has been designated as Taobao (Tmall)’s large-scale sales promotion festival. Statistics show that the transaction volume on “Double Eleven” has doubled every year. Last year in 2018, Tmall’s total transaction volume on “Double Eleven” reached 213.5 billion.

E-commerce platforms have joined the "Double Eleven Carnival Night"

E-commerce platforms are also experiencing a "festival-building trend"

The official image has become more down-to-earth and directly addresses user needs

When you are doing e-commerce operations and forming a team to gather energy, you should also be thinking this: the KPI at the end of the year will be completed by sprinting during Double Eleven. If you want to realize your wish of getting promoted and getting a raise to the peak of your life as soon as possible, you must plan a nearly perfect one. Activity

Maybe the activity has been launched, or is still in the polishing stage. We consider that in addition to needing a lot of buyers, you also need a very detailed Double Eleven activity plan and process that can attract buyers.

Early stage

Specific steps for operation

The following things need to be completed before the event officially starts: improve conversion and traffic, identify current store problems and make improvements, specifically analyze the characteristics and needs of the Double Eleven customer group, and find ways to improve the problems. They are all listed together. After understanding the analysis, start to solve the problem.

Characteristics of Double Eleven customer groups: singles, fashion, and entertainment

Double Eleven customer needs: psychological self-deprecation, entertainment, love

Promotional methods

Double Eleven is a good time for sales, and taking advantage of this opportunity can greatly increase sales.

What should be the form of the Double Eleven event? What kind of promotional methods should be presented to both reflect your sincerity and ensure the effectiveness of the event? Choosing the right promotional method will only achieve twice the result with half the effort!

Full discount

Maybe you just want to do a simple and crude discount event, which can not only show your sincerity, but also effectively increase the store's sales. However, whether the discount is applicable to designated products or the entire store, whether free shipping is required, etc., these are all issues that need to be considered.

For example: after discount, get 100 off for purchases over 499, 200 off for purchases over 899, 300 off for purchases over 1299, etc. Judge based on your own situation.

Event planning and execution process

After looking at the above pictures, has the form of the activity been determined? The specific activity plan should also be brewing, or are there any areas in the ongoing activity plan that can be improved? When it comes to the execution stage, which departments should be found to cooperate and what tasks each should complete? Someone has already helped you sort it out.

Mid-term

E-commerce customer service processing flow

To ensure that the efforts and contributions of customer service are valuable, a reasonable customer service workflow is required. The process of process operation is standardized. With the standardization, things will be done more efficiently.

User order process:

Inquiry, tracking and order cancellation process:

After-sales workflow:

At this time, support from relevant departments is needed. After all, e-commerce is often not a one-time transaction. It can be served multiple times to build trust, and the possibility of becoming repeat customers is also very high. Therefore, customer service plays an indispensable and important role in this link. Because customer service is the only position that can communicate directly with customers. This kind of communication incorporates emotions and will bring customers a more comfortable communication experience.

Activity data analysis

Double 11 statistics

E-commerce data analysis

The purpose of the event is to carry the banner of KPI, and at the same time to accumulate for the next event. After all, I forgot who said that the effect of event review is better than doing more events. So when doing Double Eleven events, we must remember to record the event data in time, analyze the event results, and maximize the value of doing one thing.

Other store cases

After reading so much, can you not help but optimize your own activities? Don’t be in a hurry, why not take a look at other friends’ Double Eleven activity plans first. There is nothing good about it!

Double Eleven event planning

Double Eleven specific operations

The annual Double Eleven promotion is coming soon. Are all Tmall merchants preparing for it? Registration for the 2019 Tmall Double 11 promotion has also started. If you don’t know the registration rules and event rhythm yet, we will explain them to you one by one below.

Author: ProcessOn

Source: ProcessOn