Marketing product planning: How to set up a limited-time flash sale?

Friends who are engaged in e-commerce should have come into contact with flash sales: such as JD.com’s flash sales, Juhuasuan’s flash sales, NetEase Kaola’s flash sales, etc. Now follow me to see how flash sales are designed and carried out!

1. First, let’s understand what flash sales are?

Flash sale: a sales method in which platform merchants release some super-low-priced goods and all buyers rush to buy them online at the same time. Since the products are cheap, they are often sold out as soon as they are put on the shelves, sometimes in just one second, so they are often called flash sales.

What is the process of those flash sales like?

As shown below:

When a user clicks on the flash sale page to buy immediately , he or she is sending a flash sale request to the platform. The platform server responds and determines the inventory. After determining that the user's purchase is successful, the system deducts the inventory, modifies the inventory quantity, generates a user order, and the platform performs operations such as shipment and logistics distribution.

1. The purpose of the platform designing flash sale products

First: attract new customers

Second: Promote activation

1. Benefits of participating in flash sales for merchants

The [Limited Time Flash Sale] channel is located in the first position of the homepage icon, with millions of traffic , and is one of the channels with the best merchant traffic and conversion rate .

Participating in flash sales has the following benefits:

2. Overview of SecKill Business

1. Business overview of the mall's flash sales activities

• Create a flash sale event in the platform background
• Select the flash sale method, edit the corresponding settings of the flash sale method, select the participating brands and products, design the participating inventory, etc.
• Set specific rules and delivery settings for flash sales
• When users view products in the mall, they can see the flash sale information released by the platform background.
• Add the product to the shopping cart, and the shopping cart will reflect the discounted price for the flash sale.
• You can view the activities that have been created and the effects of the activities in the background. The data related to the user's purchase order will also show the flash sale information they have enjoyed.

1. Overview of SecKill System Modules

The module is split into three parts:

• Flash sale: Setting and managing the launch of the event, responsible for providing the event method and product content
• Flash sale rules: Select when publishing a flash sale event, responsible for providing flash sale rules, such as limited-time flash sales, brand-specific flash sales, etc.
• Flash sales: providing a relatively independent form of promotion

1. Overview of the SecKill System

Activity status:

• Not started, the activity start time has not yet arrived. Activities in this state can be edited and deleted. Deleting an activity is a logical deletion.
• Activities in progress. Activities in this state cannot be edited and can only be ended early. After the end of the activity, the activity will be changed to an expired state.
• Expired, expired, deleted, or canceled activities

Seckill Category:

• Limited time sale
• Special sale
• Single product flash sale

1. Merchant Participation Process

1. Precautions

1. Number of registrations: Each merchant can only register 1 product every 24 hours.
2. After submitting the registration, the product specifications (sku) will be locked and cannot be modified.
3. After the registration is approved, the platform will push an event confirmation notification. Merchants must confirm the schedule and online inventory within 24 hours to ensure that the online inventory of all specifications of the product is greater than the event inventory, otherwise it will be deemed as automatic abandonment.
4. Cannot be modified. After the activity is confirmed, the activity inventory and price of the product will be locked.
5. During the flash sale, merchants should always pay attention to the real-time online inventory of all specifications of the product and add inventory in time. Once the online inventory of a certain specification of the product is sold out, the specification will be directly removed from the shelves and cannot be sold.

1. The main settings include:

• Activity name: To facilitate operators to identify the activity
• Promotion method: special flash sale, product flash sale
• Product selection: Products participating in the flash sale (you can select the entire store, by category, or select multiple products on your own)
• Amount/Quantity Setting: Flash Sale Price XX, Sold XX, Total Inventory XX
• Schedule selection: Select the start time and end time
• Labeling: The product is labeled with a flash sale label, and the flash sale label is displayed on the front end. You can select an existing label or choose to add a custom one
• Target group: All users

1. Specific Examples

• Enjoy the product price event, here is the flash sale price of 1980 yuan
• After calculating the subtotal of the goods, the price of the designated special sale goods is introduced, 250 yuan will be deducted for purchases over 2000 yuan, 1980*2 pieces-250=3710 yuan
• After accumulating the subtotal price of the goods, intervene in store promotions: coupons
• The coupon is 200 off for purchases over 1000 in all categories. If the conditions are met, the final order price (free shipping) is 3710-200=3510 yuan
• So in the end, this order enjoyed three discounts.

Summarize

Compared with group buying and bargaining, the difference between flash sales is that it is time-sensitive. It aims to create an atmosphere of "grabbing". Customers will "flock" when shopping. As long as someone is grabbing a product, other customers will also flock to it without considering whether they need it or how good the product is.

As long as someone is trying to grab it, if you don’t grab it yourself, you will definitely lose out. Therefore, when merchants are doing limited-time flash sales, they will create data that shows that many people buy the product in a short period of time or that the product is about to sell out, in order to attract customers.

If the product flash sale is done well, not only will the product be sold out in a short period of time, but it will also generate huge traffic in a short period of time. This marketing model can be said to be very efficient and direct, so many e-commerce malls will adopt this method to attract users to snap up products, which is why flash sales activities have emerged on various platforms.

The current “special flash sale” promotion is still in the exploration and trial-and-error stage for some home appliance manufacturers.

Although it has achieved certain success in the early stage, in the process of copying and imitating by other home appliance manufacturers, it is still necessary to "constantly change and innovate" and constantly explore more content and means to meet user needs and changes, so as to truly let users feel new value. We also hope that there will be more and better finished products that can provide users with some good gameplay and some tangible benefits.

Source: Ayu