Vipshop , known as the "online outlet", has pioneered an innovative e-commerce model of "brand name discounts + limited-time sales + authentic product guarantee" in China. More than 500 genuine brand products will be launched online at 10 a.m. and 8 p.m. every day, with discounts as low as 10% off for a three-day limited-time sale, bringing consumers a cost-effective "online shopping" experience.

Vipshop's social network operation skills are worth learning from:

1. The official account guides people to join the group to receive discounts

Follow the official account, and you will be automatically guided into the group by the welcome message. Reply to keywords, or click on the fan benefits to scan the QR code to join the community.

2. Welcome message to the group, clarifying the community value

Vipshop’s welcome message tells group-joining users simply and clearly about the positioning of the group and its administrators, what group benefits are offered, and clearly states precautions. Let new members know the value of the exclusive community at a glance.

3. Group daily content, active users, and promote conversion

① Vipshop Special Sale Morning Report

After 9 a.m., a notice of today’s special sale will be released, using subsidies and price cuts to encourage users to pay attention to the news, check out product catalogs, and enter the mini program to place orders and snap up the products. Make users form the habit of browsing content during specific time periods every day.

② Exclusive price product rotation

After 10 a.m., a series of limited-time special-priced products that will be rotated for the day will be announced, and community-exclusive prices will be used to attract the attention of users in the group. They will enter the corresponding product page displayed through the mini program to guide them to place orders and buy them. New every day, showing the exclusive value of the community.

③ Clearance at low prices; selection of big brands

After 1 p.m., we will push today's big-name special-price products and capped low-priced series products. Two different forms of discounts are available for group users to choose freely: slightly higher-priced selected products, and low-priced series capped at 59 yuan. Meet the different needs of users.

④ Product sharing and introduction

After the afternoon session, special offers will be shared from time to time. Through product text introduction + physical picture display + mini program corresponding product page, users can intuitively feel and fully understand the product features and place orders directly.

⑤ Small alarm clock reminder

After 9 p.m., the rotating products with today’s community exclusive price will be displayed and replaced tomorrow, so that users can browse them quickly and promote ordering and consumption. Summarize and finalize the merchandise and welfare content within the group every day.

⑥ Interactive topics: support red envelopes, check-in coupons

In addition to content related to product benefits, there are also activities in the community in which users can directly participate: receiving red envelopes with the help of friends, signing in and getting cash, etc. As an active community, add a topic section where users can share with each other and participate in the group.

4. Operational highlights

Vipshop community uses the content form of copywriting + pictures + mini-programs to allow users to understand benefits and product information more intuitively when browsing;

Systematically publish content at specific times to encourage users to develop a habit of regular browsing;

By rotating exclusive products every day, it not only highlights the exclusive value of the community, but also makes the community content fresh every day;

In the special sharing section, a series of products in different price ranges are pushed to better meet user needs and allow users to choose freely;

The daily releases are completed to form a closed loop of content, further promoting ordering and consumption;

The involvement of red envelope and check-in activities also provides users with more ways to connect with the community.

Author: Peter

Source: Peter