Do You Build Three Magic Weapons?

　　 Three principles of operation in 2015

One, two, ten, one operates three rules.

1. preheating:

Double eleven sales are not from the day, but the warm-up. Annual Double Eleven The main hits are never the same day. The sales volume of 60%-70% is completed in the 10 days from November 1st to November 10th, or longer than that. And double eleven sales can only account for 30%-40% on that day.

2. search:

Do a good job in double eleven pre explosive rankings. Because double eleven day, most of the traffic is still from the search, all cards good search ranking, shops can break out. Promotion outside the station can only be carried out as an auxiliary. Distinguish between primary and secondary, do not blindly go outside the station to promote.

3. customer price:

The unit price is determined by the product structure of the store. If the product structure is well built, the unit price of natural customers will be high. Because double eleven day traffic will be very large, and the conversion rate will be very high. How to digest these flows and not waste them, we must set up the product structure in the store, so that customers can enter the shop and buy all they want, so as to achieve one-stop shopping.

Two, play the big rhythm of double eleven.

First of all, from the perspective of operation, double eleven should not be a whole day plan, but should be divided into four periods.

1, October, 15-10 / 20: pre heating in the store.

In mid October, double eleven of the official merchandise can start to sign up. There will be many entry entries for similar venues during the same period. As long as there is an entry, sign up, do not consider whether he can pass, can not pass, there is no loss. If it is over, add a traffic entrance to double eleven. And this time period, the pre-sale basically started, through the pre-sale of the customer to feel the double eleven breath, the annual Singles Day is coming.

2, October, 20-10 / 31: store late warming.

In the late October, it was the preheating period for shops. At this stage, the whole activity of shops was basically determined. What spike, lottery, discount coupon, delivery, discount, discount and so on all came to the surface. Customers will be fine every day. When the shop comes out, the next shop will enter, just like shopping, and from time to time, you can also draw a free prize.

3, November, 1-11 / 10: Official preheating.

In November 1st, the official preheating and the marking of commodities, the atmosphere of the whole double eleven became thicker. The choice of customers at this time basically set the target, and would not go shopping in the East as in the late October. Instead, we start consulting customers for the quality of the baby they want to buy, the delivery, the lowest price and so on. Businesses can analyze daily customers' visits through the collection of treasure, the amount of shopping cart and the amount of coupon.

4, November, 11-11 / 11: formal activities.

Double eleven can also be divided into 4 periods:

(0:00-3:00) this time point is to check the best result of the warm-up in October. The sales in October will not be low if the warm-up is done well.

(2) 8:00-16:00, the time is to spell. search It's also time to check your search rankings for the first month. (search ranking includes comprehensive search, sales search, popularity search, double eleven global shopping, etc.) )

3. 16:00-20:00 time is the time to spell resources. This time is the most quiet time for consumers. A busy day, after dinner, watching TV at home, going out for a walk and so on, time is completely fragmented. At this time, we must stimulate consumers through resources and advertisements, and turn time into shopping.

4. 20:00-24:00 time is the atmosphere of making up. The annual double eleven will end immediately. We should seize the time that consumers can buy eleven pairs of cheap goods at the last time and worry about the best time to lose. At this time, we must double the countdown of eleven and draw the lottery end time in the most conspicuous place of the shop to stimulate the time concept of consumption.

Three, the front to tell you are some ideas and ideas, the following is a brief introduction to the double eleven early stage of some basic operations and essentials, I hope to help everyone.

(1) separation of products

For the same product, the new link will not be repeated. Not all businesses are like Han Du, crack, silk, AFU, these big businesses, hundreds of thousands of products, thousands of product links, some businesses are not many SKU, especially small categories, small and beautiful businesses, dozens of dozens, less than only a dozen or so, but also to participate in the pre-sale, but also to participate in the main venue of the venue, the link is not enough to sign up, give up a venue, it is a pity that the flow of white flowers to give up. The solution is very simple, that is to modify some small places with the same product, and then to create different links to announce different venues.

(two) preheating time points

According to the supplementary rules of the investment rules, the warm-up time is from 10 months of November 1st to -11, but the double eleven commodity pre-sale started in October 15th. Moreover, after so many years of double eleven bombing, most of the online shopping people basically know eleven eleven. They have saved enough wallets and wait until the purchase of double ten. So, starting from the middle and late October, the days of many shops Sales volume The fundamentals will begin to decrease. For stores, the sales miracle created by double eleven that day is in fact the sales volume of the first half month has been held up to double eleven that day, so some shops are not strictly preheated according to the regulations in November 1st, and they started to warm up ahead of schedule in October 15th.

(three) purchase order processing during preheating period.

Some customers need to use products urgently, or less than double eleven, but the preheating page shows a double eleven price. If purchased at normal retail price, customers will be psychologically unbalanced, and customers will be upset with customer service. Instead of being entangled with others, we should simply enjoy the double eleven price for our customers. The secret is to use the form of cash return, but it can not discount the single product directly, otherwise it will violate the minimum supervision of the double eleven system.

(four) search optimization

Directly to the whole store merchandise up and down shelf time, adjusted to double eleven on the morning 0-3 points 9-12 points, 14-16 points, 20-24 points, do not ask me why such a basic thing, do not want to explain. Although double eleven system marking products will increase the weight of search ranking by default, however, under the same conditions, if you do not make any adjustments in your operation, you still have to rely on the 7 days scattered before and after the move.

(five) through train / drill Exhibition

Half a month in advance, or even a month, we should start warming up, increase the promotion of through train, and guide collection and shopping cart. By the way, the quality points should be burned up to the day of double eleven and the first two or three days of double eleven. According to the competition between bid price and click price, it is judged whether reducing the control base to the daily cost of stopping the through train. If you do not go to the two or three days of the 10th 10 days, then rush into the market and rush to the market and rush to the rankings. Drilling is also a general principle.

(six) setting up the discount amount of coupons

　　 Coupon The purpose is to enable individual buyers to buy more products and raise the unit price. If you are just shooting your head, or watching how others set up shop, you will follow suit, and you will fail to achieve the desired results. The best result is that according to your exploding money, the double price eleven activity price of the second burst is predefined for the ladder number of the purchase list and the order of the total price of the order. Let buyers sell more and buy more. No threshold coupons, many categories of mandatory requirements, no way, we must set up to get a minimum face value, 3 yuan, 5 yuan, one is the intersection, but also let the buyer a cool, discount can also use coupons, in fact, customers do not care about the money here, as long as there is a row. Low face value also guarantees that no reduction in profit will be made.

(seven) what do old customers push?

Some shops sent messages to old customers through direct links, saying, "dear, we double eleven full court half off ceiling, quickly collect + shopping cart, there are coupons, there are still full. The old customer bought your product only last month. Now you send text messages to tell him that the discount is not enough. The correct way is not to mention all the discount information to the old customers, though they clearly know that if you shop for new products with double eleven, it will be best for the old members to push the new products, which will weaken the product discount signal to a certain extent. In addition, through CRM screening old customers. Recommending how many of them can also get the old customers' exclusive package is also a point attracting more customers.

(eight) focus on one time to rush to the main venue.

Some businesses can only stay in the sub venue, and have no chance with the main venue. However, some resource sites / sea view rooms in the main venue are not static. Instead, they take the hourly horse racing mechanism. If we can effectively use this horse racing mechanism, we will focus on the 1-2 hour period, rush the sales volume to the main venue resources, and the flow and sales volume is also very observable. And this year's main venue / sub venue is also achieved through the horse racing mechanism. (by adding the volume of shopping cart, the coupon gets the racehorse waiting).

This year's main venue / sub venue has yet to be determined. There are still many factors.

2015 double eleven venue inquiry method:

Click on the backstage, double eleven Registration Center:

It is displayed as:

Your current activity * identity: 2015 "Tmall double eleven Carnival" venue business * this is you are the venue business, but it is not sure whether the main venue or sub venue.

It is displayed as:

Your current activity status: 2015 "Tmall double eleven global Carnival" merchandise area business * this means you are not a venue business.

By the way, the difference between businessmen and non venue businesses is:

Venue business: referring to the business of Tmall's double eleven global Carnival in 2015, when its activity merchandise appears on the main venue page or sub venue page.

Non venue businesses: in the 2015 Tmall double eleven global Carnival campaign, its activities were preferred in the search of List pages and category navigation List pages (but not on the main venue page or sub venue page).

I hope you can learn how to use it and do well this year's double eleven.

Earn money without eating, sleeping or knocking on the keyboard.

Less about guns, less to do base, and one heart and one mind to do double eleven.