Planning scheme of home appliances double eleven activities (I) Activity background: Double 1 1 has quietly entered our field of vision and has been made into an unprecedented grand festival by e-commerce. With the strength of online e-commerce companies such as Taobao, JD.COM and Suning.cn, the operation of offline stores becomes difficult. The compression of the living space of physical stores must keep up with the pace of e-commerce and do better.
Purpose of the activity: to establish a good relationship between merchants and customers, establish a good reputation in the local area, and increase the sales of electrical appliances.
Target group: local users
Organizer: xx Electric Appliance Sales Co., Ltd.
Specific content of the activity:
1, tell me your troubles:
In the process of using small household appliances, there are many small problems and malfunctions that customers can't solve, even if they contact the merchants, they can't solve them properly. Therefore, to hold such an event, customers only need to speak out their confusion and speak out loudly, and businesses only need to record it and distribute small gifts. Such as nail clippers, washing clothes, etc.
2. Trade in the old for the new
Everyone has a nostalgic plot. The best way to make consumers "like the new and hate the old" is to exchange the old for the new. At this point, the battery car industry has done the best and can follow suit. In fact, the electrical industry can also, small household appliances, televisions, refrigerators and so on. You can exchange it for a new one.
Step 3 issue VIP cards
In order to increase user viscosity and speed up the transaction, VIP cards can be issued for different brands; At the same time of promotion, it can compress the space selected by users. The specific operation is as follows: For example, if users buy larger products from Haier, they will issue a VIP card from Haier, and if users continue to buy electrical appliances of this brand, they will enjoy certain discounts.
Step 4 send cash coupons
We can learn from the practices of some clothing cities, such as buying clothes made in 900 yuan, giving shopping vouchers made in 90 yuan, and stipulating the minimum consumption and use time limit, so that we can bundle consumption, and users will pay the bill again and again in order not to waste shopping vouchers.
5. Choose the most beautiful housewife
At present, in China, the promotion of businesses is the same, nothing new, and even less human. So, have a live competition, such as using small household appliances such as soymilk machine and fried eggs, and do it in the morning. I believe it will attract many people's attention. It is not only innovative, but also makes people feel the warmth of home.
6. Give gifts for the wedding.
Double 1 1 Near the end of the year, many newly-married families choose to buy home appliances at this time. At this time, it is timely and appropriate to hold wedding gift-giving activities.
Activity summary:
Double 1 1 is called Singles Day, but people still want their families to be happy and the whole family to be happy. Therefore, it is most appropriate to make specific promotion arrangements with the theme of warm home.
Home Appliances Double Eleven Activity Planning Scheme (II) 1, Boss Electric Appliances: Double 1 1 Promising to "Break 100 Million"
Many categories of businesses have expressed "no feeling" for this year's Double Eleven, while the kitchen appliance brand owner Electric told the business opportunity network that this year's double 1 1 is promising, and the company has set a sales target of over 100 million. "Breaking 100 million" means that the sales of Boss Electric Appliances will double this year on the basis of last year 1 1. But for this high goal, Boss Electric is full of confidence.
Boss Electric said that the company is very optimistic about this year's double 1 1 activity, and began to stock up in August. In terms of traffic introduction, online and Tmall cooperated to carry out exhibition activities, and various event marketing activities were also carried out offline. * * * all for the double 1 1.
2. The puppy electric appliance plays the foreplay "Hi Repair" service as a gimmick.
Internet small household electrical appliance brand Xiao Gou said that the overall stocking for this year's Double Eleven is about 65.438+0.5 billion, and its strategy is to move the peak to 654.38+065.438+0, release some sales in advance, and add a unique after-sales service model-"guarantee repair" to the activity.
It is reported that the "Double Eleven" promotion activity of Puppy Electrical Appliances started "foreplay" in the middle of 10. During 10, 15 to 10, 3 1, three spike products are launched every day, and some coupons are launched during 1 110.
Puppy Electric pointed out to the Business Opportunity Network that most of the firepower of this year's Double Eleven was concentrated on Tmall platform, accounting for about 60% of the investment, followed by JD.COM and Vipshop. In addition, the investment of wireless terminals also accounts for about 40% of the total cost, which will be different from previous years in product planning and marketing scheme.
3. Yijia Water Purification: Three platforms are installed by lightning at the same time.
Water Purifier Vertical B2C Yijia Water Purification will launch the Double Eleven promotion activities simultaneously on the only website, JD.COM and Tmall platforms. In addition to preferential commodity prices, this year, we will focus on installation services and post-user maintenance.
This year's Double Eleven, this 1 1 Tmall store will participate in the war together. At the same time, it also launched the banner of Double Eleven on its only website and JD.COM, and all offline stores will also carry out promotional activities simultaneously. On the only website Tmall and JD.COM platform, the delivery ratio is about 2: 1: 1, and the overall stocking scale is about 30-50 million.
4. Haier: Playing nostalgic cards, drying old photos for new machines.
Haier Electric moved the "trade-in" activity to the Internet. At present, in Haier's only flagship store, Haier's "crazy machine change" entrance can already be seen.
Haier said that the "trade-in" campaign is aimed at Haier washing machine users. The so-called "trade-in" is actually "sending old photos for new machines". You don't need to recycle old machines to participate in the event. Users only need to take two photos of the old washing machine, one on the front and one on the Logo, and send them to the designated email address of the event to get a new coupon with a quota of 1000- 1500.
5.LG's "Tian Ji Horse Racing": Avoid the fierce competition of black electricity.
LG's only flagship store will participate in Tmall Double 1 1, focusing on white electricity (an electrical product that replaces users' housework), and strive to create a one-stop shopping experience for home appliances.
The LG generation operator introduced in the new seven days that last year, due to the logistics system, double 1 1 was difficult to deliver large white goods. After the rookie 3W system is opened this year, it will help Baidian to play its own advantages.
The planning scheme for the double eleven activities of home appliances (III) Double 1 1 quietly entered our field of vision and was made into an unprecedented grand festival by e-commerce. With the strength of online e-commerce companies such as Taobao, JD.COM and Suning.cn, the operation of offline stores becomes difficult. The compression of the living space of physical stores must keep up with the pace of e-commerce and do better.
Purpose of the activity: to establish a good relationship between merchants and customers, establish a good reputation in the local area, and increase the sales of electrical appliances.
Target group: local users
Organizer: xx Electric Appliance Sales Co., Ltd.
Specific content of the activity:
1, tell me your troubles:
In the process of using small household appliances, there are many small problems and malfunctions that customers can't solve, even if they contact the merchants, they can't solve them properly. Therefore, to hold such an event, customers only need to speak out their confusion and speak out loudly, and businesses only need to record it and distribute small gifts. Such as nail clippers, washing clothes, etc.
2. Trade in the old for the new
Everyone has nostalgia, and the best way to make consumers "like the new and hate the old" is to trade in the old for the new. At this point, the battery car industry has done the best and can follow suit. In fact, the electrical industry can also, small household appliances, televisions, refrigerators and so on. You can exchange it for a new one.
Step 3 issue VIP cards
In order to increase user viscosity and speed up the transaction, VIP cards can be issued for different brands; At the same time of promotion, it can compress the space selected by users. The specific operation is as follows: For example, if users buy larger products from Haier, they will issue a VIP card from Haier, and if users continue to buy electrical appliances of this brand, they will enjoy certain discounts.
Step 4 send cash coupons
We can learn from the practices of some clothing cities, such as buying clothes made in 900 yuan, giving shopping vouchers made in 90 yuan, and stipulating the minimum consumption and use time limit, so that we can bundle consumption, and users will pay the bill again and again in order not to waste shopping vouchers.
5. Choose the most beautiful housewife
At present, in China, the promotion of businesses is the same, nothing new, and even less human. So, have a live competition, such as using small household appliances such as soymilk machine and fried eggs, and do it in the morning. I believe it will attract many people's attention. It is not only innovative, but also makes people feel the warmth of home.
6. Give gifts for the wedding.
Double 1 1 Near the end of the year, many newly-married families choose to buy home appliances at this time. At this time, it is timely and appropriate to hold wedding gift-giving activities.
Activity summary:
Double 1 1 is called Singles Day, but people still want their families to be happy and the whole family to be happy. Therefore, it is most appropriate to make specific promotion arrangements with the theme of warm home.
Home appliances double eleven activity planning 1, boss home appliances: double 1 1 promising to "break through 100 million"
Many categories of businesses have expressed their indifference to this year's Double Eleven, while the kitchen appliance brand owner Electrical Appliances told the business opportunity network that this year's double 1 1 has great potential, and the company has set a sales target of over 100 million. "Breaking 100 million" means that the sales volume of Boss Electric Appliances will double on the basis of last year. But for this high goal, Boss Electric is full of confidence.
Boss Electric said that the company is very optimistic about this year's double 1 1 activity, and began to stock up in August. In terms of traffic introduction, online and Tmall cooperated to carry out exhibition activities, and various event marketing activities were also carried out offline. * * * all for the double 1 1.
2. The puppy electric appliance plays the foreplay "Hi Repair" service as a gimmick.
Xiaozi Electric, an Internet small household appliance brand, said that the overall stocking for this year's Double Eleven was about 65.438+0.5 billion, and its strategy was to move the peak to 654.38+065.438+0, release some sales in advance, and add a unique after-sales service model to the event-"repair".
It is reported that the "Double Eleven" promotion activity of puppy electric appliances started "foreplay" from the middle of 10. During 10, 15 to 10, 3 1, three spike products are launched every day, and some coupons are launched during 1 110.
Puppy Electric pointed out to the Business Opportunity Network that most of the firepower of this year's Double Eleven was concentrated on Tmall platform, accounting for about 60% of the investment, followed by JD.COM and Vipshop. In addition, the investment of wireless terminals also accounts for about 40% of the total cost, which will be different from previous years in product planning and marketing scheme.
3. Yijia Water Purification: Three platforms are installed by lightning at the same time.
Water Purifier Vertical b2c Yijia Water Purification will launch the Double Eleven promotion activities simultaneously on the only website, JD.COM and Tmall platforms. In addition to preferential commodity prices, this year, we will focus on installation services and post-user maintenance.
This year's Double Eleven, this 1 1 Tmall store will participate in the war together. At the same time, it also launched the banner of Double Eleven on its only website and JD.COM, and all offline stores will also carry out promotional activities simultaneously. On the only website Tmall and JD.COM platform, the delivery ratio is about 2: 1: 1, and the overall stocking scale is about 30-50 million.
4. Haier: Playing nostalgic cards, drying old photos for new machines.
Haier Electric moved the "trade-in" activity to the Internet. At present, in Haier's only flagship store, Haier's "crazy new" entrance can already be seen.
Haier said that the "trade-in" campaign is aimed at Haier washing machine users. The so-called "trade-in" is actually "sending old photos for new machines". You don't need to recycle old machines to participate in the event. Users only need to take two photos of the old washing machine, one on the front and one on the logo, and send them to the designated email address of the event to get a new coupon with a quota of 1000- 1500.
5.lg's "Tian Ji Horse Racing": Avoid the fierce competition of black electricity.
Lg's only flagship store will participate in Tmall Double 1 1, focusing on white electricity (an electrical product that replaces users' housework), and strive to create a one-stop shopping experience for home appliances.
The lg generation operator introduced in the new seven days that last year, due to the logistics system, double 1 1 was difficult to deliver large white goods. After the rookie 3w system is opened this year, it will help Baidian to play its own advantages.
Home Appliances Double Eleven Activity Planning Scheme (IV) Activity Theme: Low Price Storm, All People Grab (Dear, did you buy it? ) Activity time: 20171.9-20171.0 Activity content:
50% off the whole audience (20 1 7110/month/day)
From 20 17 1 1,1,10, the whole audience will be sold at 50% discount, and the storm of low prices will sweep the city!
(Note: The whole audience must be involved in the activity to achieve the cluster effect. )
Activity 2 Shopping is polite and lucky (2017165438+1October 9-165438+1October). Customers who shop in XXXX during the activity can purchase a single water bill with the amount of 1 1 yuan.
First prize 1 brand smart phone one value11yuan second prize two XX supermarket shopping cards one value11yuan third prize six vacuum thermos cups one value 60 yuan fourth prize 20 soulmate rolls one.
(Note: The lucky draw is to scratch the card as soon as it is opened, and the gifts are given in kind. )
Activity 3: Double the sweetness of one's holiday (20165438+1October 1 1 2003). Shopping in 0 yuan 165438+2 lollipops (200 in 2 yuan), shopping 65438. ) Estimated activity cost:
1. The estimated cost of the lottery scratch card is 1000 yuan, and the winning fee is 8000 yuan, totaling 9000 yuan.
2. Double sweet activities. Estimated activity cost 1500 yuan. 3, posters and advertising costs 5000 yuan. The estimated total cost of this activity is 15500 yuan.
(Note: 7,000 yuan can be shared by the merchants, and the cost sharing will be finalized in consultation with the merchants in the early stage of the event to facilitate the smooth development of the event. ) activity promotion:
1, advertising, using newspapers to put in 2 issues 3-5 days in advance.
2, large-scale facade advertising and supermarket DM single-phase combination, so as to attract customers.
3. Broadcast in supermarkets and promotion in different places. , increase publicity.
4. Use floor stickers, flags and publicity signs, plus festive music to create a good atmosphere for activities.
Planning scheme of household appliances double eleven activities (5) I. Overview of activities
This activity is the seventh double 1 1 of Alibaba Group after the Double Eleven in 20xx. Nowadays, "Shuang 1 1" is not only the carnival of Tmall or Ali, but also the carnival of the whole people. At the same time, at the entrance threshold of the 20xx Taobao Tmall Double 1 1 main venue, in addition to the sea election registration, setting up shop red envelopes, reducing the number of shops and setting up pages, the seller promotion rules examination was also added.
20xx Taobao Tmall Double 1 1 * * Settings 1 main venue, 3 1 sub venue (including 12 featured venue) and 25 big promotion outfields. Venues will continue to use the horse racing promotion mechanism, and arrange the exhibition location according to the seller's whole store transaction. In addition, 20xx Taobao Tmall Double 1 1 also provides a traffic reward plan for merchants, and at the same time, it increases the punishment for illegal sellers. Of course, I will also update the details of the double 1 1 red envelope as soon as possible. Want to buy (duo), buy (duo) better, can't miss it. So please put us in your favorites ~
Second, the registration conditions for the event
For merchants, the most urgent thing to know is how to register for the 20xx Double Eleven event. What qualifications do you need? Next, I will introduce in detail the necessary conditions for you to register at the 20xx Taobao Double Eleven venue.
First of all, all sellers can sign up for the main venue after the sea election and pass the audit, without having to participate in the sea election for on-site registration; Secondly, participating businesses must complete risk warning and safety review; Finally, the merchants have to complete the store red envelope setting, the store full reduction setting (the outfield is not mandatory) and the acceptance page setting in order to successfully enter the sub-venue. There is no need for merchants to register at the main venue, and the best merchants are selected by means of "horse racing" at the sub-venue.
Third, the activity schedule
On September 14, the 20xx Taobao Tmall Double Eleven event began to be publicized.
From September1May to September 30, the businesses participating in the sub-venue began to register for the sea election (they can only register for the Double Eleven sub-venue after the sea election).
65438+1October 8-65438+1October 23, the venue and 20xx Taobao Double 1 1 field registration, at the same time, merchants should complete the store red envelope and store full reduction activities. During this period, activities such as "Double Eleven Conference", "Commodity Registration", "Main/Sub-venue" and "Horse Racing Mechanism" will be held.
65438+1October 3 1, and the registration results will be announced at the branch meeting.
165438+1October165438+1October120xx Taobao Tmall Double 1 1 Among them, from165438+1October1-kloc-0/65438+1October 7, the seller can adjust the goods, adjust the inventory, pre-sell/go public, and wake up customers. 165438+1October 08—165438+1October 10. Commodity operation, inventory operation, shopping cart favorite operation and Double Eleven party are prohibited.
165438+1October 1 1, the 20xx Taobao Tmall Double Eleven event was officially launched, and the double 1 1 products were on sale. Merchants carry out specific replenishment, pre-sale, invoicing and delivery, and supply chain guarantee.
After the Double Eleven, that is,165438+1October 12, all operations will be resumed, delivery will continue, and service will be started.
Four. Introduction of activity venue
In 20xx, Taobao Tmall Double Eleven set up a total of 32 venues: 1 main venue, 3 1 sub-venue (including 12 featured venues), as well as 25 promotion venues and separate Taobao venues.
20xx Taobao Double 1 1 Industry Sub-venue Women's Men's Shoes Men's Shoes Beauty Care Sports Outdoor luggage and underwear accessories Jewelry Pet maternity products Children's wear toys mobile phones digital appliances home improvement department stores gourmet auto parts global purchase game.
All venues are from different commodities and businesses in the 19 sub-venue (as shown above). They are: women's wear, men's wear, women's shoes and men's shoes, beauty care, outdoor sports, luggage, underwear accessories, jewelry and pets, maternal and child products, children's toys, mobile phone numbers, home appliances, furniture, home improvement, department stores, food, auto parts, games and global purchases. Merchants need to pass the big promotion exam, complete the store red envelope setting, full reduction activity setting and page setting, and meet other requirements of the sub-venue before they can participate in the double 1 1 activities of the sub-venue. (For more details about the venue, I will update it later.)
Fifth, play.
In this year's Taobao Tmall Double Eleven game, the venue must be set as follows: set up a store red envelope (the red envelope is applicable to the whole store); Set up full and reduced shops (used cars, bee lovers and virtual venues do not participate); Decorate the reception page of the store (if there is no decoration, the system will use the big promotion template by default, and the decoration can start from 10, 19). The game method stipulated in the outfield does not include the setting of full and reduced activities in the store. In addition to the above gameplay, Taobao platform also provides 50% discount on the main venue, "11.1"shopping vouchers, daily specials, gold diggers, auctions, Taobao Tmall loan applications, store micro-posters, store upgrades and so on. More gameplay has not been officially announced and will be updated later.
Sixth, the exposure of the parties to the incident
According to media reports, on the evening of 20xx 165438+ 10/0, Alibaba will jointly hold the "Double 1 1" carnival of 20xx Taobao Tmall, which will be directed by well-known director Xiaogang Feng and broadcast live worldwide. A number of big-name stars will be invited to be present. According to reports, in Alibaba, this party has been called "Double 1 1 Spring Festival Evening". At the same time, Zhang Yong, CEO of Ali, revealed that although there are big-name stars in the party, it is not a simple variety show. It should reflect the characteristics of e-commerce and let the audience interact. As an e-commerce seller who has been preparing 20xx dual 1 1, are you ready? Expose your products and brands.
Seven. Privilege of event sellers
It is understood that Taobao will give additional privileged support to "active commodities" and "active merchants" who participate in the 20xx Taobao Tmall Double 1 1 (Double Eleven) activities:
1. "Moving goods" will get traffic support in the preheating, sub-venue and outfield of this Double Eleven National Congress.
2. "Active products" will have focus maps, shopping carts, favorites, top links and recommendation systems in the station, and enjoy additional priority display opportunities or logo privileges.
3. "Movable goods" also have the opportunity to be displayed at the Taoke venue to obtain additional off-site traffic.
Eight. Activities, mobile resources and financial support
In the 20xx Taobao Tmall Double Eleven event, Taobao will provide merchants with traffic resources support: 1, Taobao homepage focus map, top-down guide map, belt resource bit, banner resource bit, industry channel homepage focus map and other good locations; 2. Wireless mobile phone Taobao and Pad mobile phone Taobao will fully support the Double Eleven Taobao activities; 3. Hot markets such as gold coins will reveal big promotion products; 4. Off-site traffic of Taobao customers; 5. Paid flow of diamond booths and through trains.
In addition, during the preparation of 20xx Double 1 1, businesses other than Tmall International can obtain a temporary increase in the loan amount; Online merchant banks will also join hands with Taobao loans to lower interest rates and provide businesses with more affordable funds. At the same time, it will also tailor the exclusive product "Da Dai Tong" and the financial service products of more online merchant banks for merchants.