wholesale glass jewelry display showcase Commercial marketing activities planning plan

Lula

November 11, 2022 at 5:17 pm

fantasy jewelry wholesale miami In order to ensure the development of things or high -quality and high levels of work, the plan has to be formulated in advance. The plan has the characteristics of operability and feasibility. How should the plan formulate? The following is the planning plan for business marketing activities I organized. Welcome to share.
The commercial marketing activity planning plan 1 Activity theme:
The low -cost storm is crazy (dear, have you bought it?)
November 11, 20xx
The event content:
Activity 1
50 % off the audience ended extremely carnival (November 11, 20xx)
20xx 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th , 50 % off the audience, low -cost storm, sweeping the whole city!
(Note: Be sure to enable the audience to participate in the cluster effect.)
Activities 2
The shopping is polite and lucky (November 9th to November 11th) during the event period Customers who shopping in XX, the single water single amount is 11 yuan, can participate in the lottery.
The first prize of 1 brand smartphone one worth 1111 yuan second prize 2 X supermarket shopping cards one worth 111 yuan third prize 6 vacuum insulation cups 1 fourth prize worth 20 prizes 20 hearts Printing paper is worth 30 yuan to participate in the award 20xx Exquisite gifts. One value of 2 yuan
(Note: The lottery is open and the type of scraping card, the gift is presented in real objects.)
R n The sweetness of a person's festival (November 11, 20xx) Shopping 11 yuan 1 yuan 1 yuan to give 2 lollipop (2 yuan/piece, 200 copies). (25 yuan/box, 40 copies) (sweet and limited, the gift is finished.)
The activity cost is expected:
1. The expected cost of the lottery scratch card is 1,000 yuan, and the cost of prize is 8,000 yuan, totaling 9,000 yuan, totaling 9,000 yuan Essence
2. Doubles of sweet activities, the expected cost of 1,500 yuan.
3. Poster and advertising costs 5,000 yuan. The overall cost of this event is expected to be 15,500 yuan.
(Note: The activity is 7,000 yuan can be allocated by the merchant. In the early stage of the activity, the amount of allocation is finalized with the merchant negotiation to facilitate the smooth development of the event.)
Clash promotion:
. —The period of 2 periods.
2. The combination of large -scale advertising promotion and supermarket DM single, to be eye -catching and attract customers.
3. Adopt supermarket broadcast and off -site promotion and publicity to increase publicity.
4. Adopting ground stickers, hanging flags and publicity signs, plus festive music to create a good atmosphere of activity.
If business marketing activities planning scheme 2, for example, we need to do a event planning plan now, invest a few special exhibitions in the next, or the previous gathering. So the goal is clear, what should I do next? To put it plainly, it is a whole set of processes, so what is a complete set of processes of the event planning. Below, I will introduce it here:
First, choose funds.
It that is, which product is used to go to the event? When choosing a model, it is necessary to fully consider what it will sell if the activity goes up. Taobao did not agree. Therefore, under normal circumstances, the products on the event are the hottest products sold in our store. After all, the sales show that the user's acceptance is high. In essence, it is to explain the market's response.
The second, activity price calculation.
The activities on Taobao, people always ask for discounts, you roughly calculate, if Taobao Xiaofe agreed, you can go to the event, but the premise is 50 % off, then you have to calculate it at that time. 50 % off, will you lose money, how much will you lose, if you don't lose, how much can I make? In most cases, your products have to be activated. In terms of price, there are a lot of moisture squeezed out by Tao Xiaofei. That is to say, if people are knowledgeable, you can almost estimate your product when you look at the pictures. The cost price, so Comrade Primary School will die for the price. It is precisely because of this hobby that Comrade Xiao Er has this hobby that the initial pricing of activity products is still very important. Your price arrangement of activity products is also very important.
third, in -store marketing planning.
Anyway, the last activity cannot be wasted, so do you have to make a series of marketing planning in the store, such as sending and packing meals, etc. Essence Although this is a bit unwilling to customers, why, because everything was purchased through activities, basically came to the event product. However, there is a problem here. Customers do not buy it, which does not mean that it cannot.
Fourth, adjust the goods.
Since you are going to the event, you must prepare for it. You ca n’t say that you will go in before you sell it.
Fifth, customer service management after the event.
The students who have worked with the event should be clear that the better activities are online, then your customer service work is very important. You can't always talk to the customer. You can talk about it. Either let other customers walk away. Either the customer said in the evaluation a few words after receiving the goods. You have to know that what he said is shown, which is not good. Moreover, even if you want to talk about it, you don't have this opportunity. Your computer has been playing dialogue, and you can't carry it yourself. Judging from my activities, the computer is basically stuck at the beginning of the activity, so it is important to write an automatic reply in advance. In this automatic reply, you have to write all those who can think of, don't be afraid of the text. The key is to reply to the customer's questions as much as possible.
Sixth, delivery.
If according to the size of the activity, preparing some goods in advance must always be packed first. This is very important. Otherwise, if you have more customers, your delivery speed will affect the score of the store. Therefore, this must be clear. Essence
Seventh, after -sales treatment.
In delivery, the customer will receive the goods one after another. At this time, the trouble is coming. There are all kinds of comments. For example, what should I do if I encounter a bad review? How to solve these are the issues that are considered.
The above is the simplest and simpler content that must be considered. Moreover, this is only a process. As an event planner, you must also give these links in each link. What kind of work, what are the internal negotiation mechanisms after problems, and so on.
In short, if it is a planning case, you must pay attention to it, and the process must be complete, and the planning case must be implemented to the execution level. You have to enter the situation, because you are planning, what kind of resources do you need to cooperate with you, what will happen in the event, how you solve and avoid Prevention, this is a simple plan,
The commercial marketing activities planning plan 3. Store introduction
XX fashion store, which is wholly -owned by XXXX fashion store clothing Co., Ltd. The XX fashion store brand was founded in 20xx. XX fashion store is a well -known domestic fast fashion brand. As of September 20xx, XX business departments were set up under the XX fashion store. It is the representative company of XX e -commerce,
. The brand story
XX fashion store is the first brand of Hanfeng fast fashion. It has four major brands, XX women's clothing, XXX men's clothing, XX children's clothing, designer brand : Xxx.
The positioning of each brand:
XX fashion store XXX — Hanfeng fast fashion women's first brand
XX fashion store XXX — the first brand of Hanfeng fast fashion men's clothing
XX fashion store XXX —— The first brand of Hanfeng fast fashion children's clothing
XXX -Oriental retro designer brand
XX fashion store target sales targets are urban fashion people, the company has more than 100 professional fashion options Teachers and designers have branches in South Korea, and they maintain a close and comprehensive cooperative relationship with more than 800 Korean fashion brands. With the product "style, fast update, cost -effective", it quickly won the trust of urban fashion people.
XX fashion stores are committed to creating "Korean Fast Fashion" urban fashion crowd clothing brand, adhering to the brand concept of "Korean fashion expert", introduce the latest fashion elements in South Korea into China as soon as possible, introduce Korean design in Korean design At the same time, combined with China's aesthetics will be vividly interpreted. At present, XX fashion stores have become a well -known domestic fashion brand. The 20xx XX Fashion Store was rated as "Top Ten Online Stocks Brands in the Country", "Globalization Practice Network Merchants", and "Top 30 Global Internet Merchants".
. The purpose of promotion
. The ultimate purpose of the promotion is to sell the goods by any means. Online store promotion is the same reason, but it is not effective if it is not done casually. Taobao Mall Single Festival Half -price promotional activity is a promotional method that has been hot recently.
. The process of promotion:
1. Determine the goods of the promotion and prepare sufficient goods.
2. To determine the customer.
(1) Determine the promotional goods and prepare sufficient goods. Different products adopt different promotion methods and different seasons to promote different products. During the promotion period, the sales of goods will be faster than usual. Therefore, sufficient stocking is guarantee. If there is often out of stock, it will not only affect the sales, but also affect the buyer's senses and praise. Comment, that's really enough, even if it can be canceled, it has to spend a lot of time and energy.
(2) To determine the customer: The most important thing after determining the product is to find the target of the promotion. The target of the promotion is your target consumer group. These talents are your audience, so the promotion must carry out the spread of promotional information for your target crowd, find your target consumer group, the promotion will be effective. If you promote yourself, promote yourself. No matter how appropriate the promotion method is formulated, it is just a piano for the cow.
. Activity time and method:
Activity time:
20xx November 11th 0:0 0 seconds to November 11th at 23:59 59 seconds
Activity activity Method:
This gold coin: Choose 10 products (support from Gu Jia) to the gold coins for money: Choose 3 products (Gujia support) Gathering Cost -of -the -Actor Gujia product, the original price of 699, gold coin price 399,100 gold coins, quantities 500 copies, 50 % discount, and some small gifts, such as gift cups, environmentally friendly bags, mouse pads.
5. Material preparation
(1) Preparation of packaging materials to prepare all kinds of packaging bags and packaging boxes involved in the sales of large promotion activities, and can make preliminary preliminary specific packaging in advance in advance Organize, as long as you put it in the product.也可以提前将商品直接打包好，只等打好快递单后就直接张贴单据并发货；rn 　　（2）快递面单、发货单纸张贮备，打印机调试、打印耗材（色带、 Ink box) Preparation. In order to improve the speed of the single link, it is not recommended to print the shipping form with ordinary needle printers during the Double 11 promotion activity. For businesses who need to print and distribute a summary or sub -order summary order, be sure to prepare high -speed inkjet or laser printers and their consumables.
(3) The requirements put forward by this event are more requirements for the service of merchants, especially the requirements of the delivery link. It is required to Preferential delivery. Therefore, it is recommended to have obvious text marks or color marks on the packaging or facelist. In order to sort quickly.
6. Summary of the effects and experience of promotional promotion
Organizing promotion is also an experience. After the promotion is over, the manager should analyze the results of the promotion, including traffic, sales volume, click -through rate. This Whether the consumer group is interested in the products that are developed or more interested in other products on the website. At the same time, it is necessary to analyze and compare the promotional activities of competitors to find places to learn. The competitors sell better than themselves. It must be that their promotional plans are not attractive by others. The process of analysis is also a process of learning. Summarizing the promotional activities can effectively help the manager improve your promotional level. In this summary, find out where this promotion is not enough, and adjust it in the next activity. Although promotion is a good way to increase sales, it also needs to be continuously explored and summarized to achieve the expected results.
The commercial marketing activities planning plan 4 1. Preface
The reason why this event is planned to promote our brand and dig potential customers while splitting a share in Tmall Mall.
2. Marketing overlook
, 1, Single Festival's origin
Singles festival is an entertaining festival that is popular in single youth. Singles Day originated from the campus. It spread through Internet netizens and gradually developed a culture called Singles' Day. January 1 is Little Singles Day. The Salmon Festival is January 11th and November 1st, because there are 4 1 on November 11, so it is called Big Salmon Day. November 11 is the big Singles Day. According to the National Bureau of Statistics, the current proportion of men and women's birth population is nearly 120: 100, and the world. According to calculations, by 20xx, men in China will be 30 million to 40 million more than women.
The origin of Singles' Day has a variety of opinions. One of the recognition is that it originated from the campus fun culture of Nanjing universities in the 1990s.
November 11, Singles Day, originated from four Arabic numerals on this day. This day is designated as OneSDay. Born in Nanjing University in the early 1990s, it was one of the representative products of campus fun culture.
Big Singles Day is: November 11th, Little Singers' Day is: January 1, Mid Salmon Day is January 11 and November 1.
The main groups faced by 2 and 2
A. The huge netizen group with Japanese drama
B. Young groups who are willing to accept emerging shopping methods
C. Pursuing more The affordable home group
The actual results of the promotion of the 2, 3 shopping festival
00:00 on November 11, 20x, people began to crazy. At the beginning of the first hour, Taobao Mall's transaction volume reached 4.3.9 billion yuan. As of the end of the 12th, the transaction value of Taobao Mall Alipay exceeded 33,600 million yuan, which was nearly 4 times the transaction volume of the same day in 20X. The total Alipay transaction amount of the mall exceeded 5.2 billion yuan. This day is the shopping carnival day of netizens. According to statistics, the sales of three brand stores of GXG, Boyang Home Textiles, and Camel clothing exceeded 40 million yuan. Four more than 20x 10,000 yuan, and 38 more than 10 million yuan and 75 yuan over 5 million yuan.
The also created Miracle is Alipay (Weibo). Slangtian listed three data: 30 million strokes a day, 1 minute of 50,000 or 50,000 payments successfully. Wireless payment exceeds XX 1,000. The mobile version of Taobao Mall exceeded 100 million on the day. It was not only the Taobao platform that day, but also merchants and sellers. The Alipay system has also been tested. This is the third innovative high.
2, 4 Publicity and communication paths
not only do it online, but also made a lot of promotion offline. There are TV media and outdoor media, which created a gorgeous festive atmosphere as a whole. Taobao Mall has made a promotional activity into a news event, causing information to land, and caused active reports from the media, making it a real festival.
3. Product market positioning analysis
3, 1 Choose the actual factors of Taobao Mall promotion in November
A. Most company companies choose to settle the salary on the 10th of each month. On the 11th, the promotion activities were carried out. The buyer had more disposable funds to increase the buyer's purchase enthusiasm and purchase volume.
B. In November and December of each year, the tail processing for most sellers, returning funds, accounting for accounting, and integrating the company's company's sales operation in the second year of the company. Therefore Realization, sales in November are a more important sales period.
C. With the continuous expansion of the e -commerce industry, the Taobao.com, which has always been a unique Taobao, gradually feels that it has gradually developed e -commerce platforms such as JD.com and Tencent. Shaping is relatively fixed and can be adapted to its brand promotional activities. Through the operation of the Single -Singles Day Shopping Promotion Festival in recent years, Taobao has also increased its attention to the Taobao Mall Shopping Festival. D. The increasing competition between e -commerce and offline physical merchants has caused e -commerce companies to obtain more customer groups and more promotional activities and marketing plans to reducing prices or giving actual interests to customers. Huge turnover. Therefore, the most crazy 50 % off shopping in 20X is the best choice for the customer's customer source and increase the brand effect.
3 and 2 products of products in the market
As the weather turns cold, consumers have a lot of demand for home textile products, and the home textile market begins to enter the peak season. A series of festivals such as New Year's Day is a good time to do promotional activities and increase sales during this period. XX Home Textile is a brand of Canada. It has been a period of time in the Chinese market and has been recognized by Chinese consumers. XX Home Textile Tmall Mall has just been a year now, but the crystals, Boyang, and Luolai of the same industry are in the same industry. There is still a certain gap compared to well -known brands. XX has a factory in Nantong, a hometown of textile in China. It relies on the advantages of factories in the hometown of textiles. It is still relatively easy to make brand propaganda and can be recognized by consumers faster. Because of the direct purchase of the manufacturer, there is a certain advantage in the price, and the product style and variety can also be updated and supplemented in a timely manner. There is a formal agency right, which is an agent designated by the XX home textile at Tmall Mall. However, there is still a certain gap between its workmanship and quality compared to the domestic Boyang and Luolai. The purpose of this event is that the products are profitable, earn popularity, win the good evaluation of consumers, and seek a longer -term development in the new market of e -commerce.
4. Target settings
Mathe people may ask, how to set the target for this big activity? This is indeed a more difficult issue. It is necessary to consider from several factors: last year's performance, Taobao Mall's growth rate this year, the growth rate of the first and second -tier brands that entered the mall, and the expectations of Taobao today's expectations and market investment; in the end we have passed multiple discussions, It is estimated that a range value is 60,000 to 100,000. Customer service staff is equipped with 100,000 preparations.
It because the day was a 50 % discount on the day, the basic preparation resources were calculated by X2 requirements.
5. Commodity preparation
The soldiers have not moved, grain and grass first. For this battle, the importance of the product is self -evident, because the production cycle of home textiles is basically 2 months, so our commodities The preparations began in mid -August, completing the product planning and order in late August, and urging the supply of supply to complete the shipment in mid -October. We have classified the product in detail, divided according to the three dimensions of hot sales, main promotion, and drainage, and selected in -depth products (more than 200 pieces) for separate planning packaging to make star products. At the same time Commodities and drainage products are related to the associated sales products on the same page. The homepage display products and replacement products on the day of the event will be defined to ensure that when the traffic comes in, the sales volume is pulled. rn 　　 6、系统准备rn 　　6、1物流rn 　　此次活动淘宝商城非常强调用户体验，明确规定参与的商家必需保证在二天内发完京、沪、广、深、 The goods in Hangzhou -five land are all over all the goods within seven days. Last year we were 1,000, and the area of 500 square meters was completed in 7 days. According to the delivery requirements of 50,000 this year, 1200-1500 orders are expected to be generated. We arranged 10 streamlines in a 500 -square -meter warehouse, and the 500 orders can be issued per day to design the process and equipment personnel. The transformation of the logistics is determined to be completed in mid -October, and the inventory is completed in late October to determine the actual warehouse inventory again.
6, 2 customer service
The we have 12 customer service, divided into two departments before and after sale. Considering the pressure of consultation on the day, we decided to transfer all the pre -sale to after -sales on the day of the event, for sale after sale, sale The previous service is achieved through automatic reply and self -service shopping. After the sales customer service, the customer service is divided into several groups. Orders, checking, telephone answering, complaint processing, doting, and uniformly train them for activities. At the same time, contact them in September The service company recruited 10 personnel as a temporary backup customer service manpower.
The end of September Our systematic developers to dock with the Taobao open platform, review the processing capacity, stability, and bill of lading of the information system, and transform the delivery module according to the requirements of the Taobao Mall. Make it fully matched.

1 thought on “wholesale glass jewelry display showcase Commercial marketing activities planning plan”

Lula
November 11, 2022 at 5:17 pm

fantasy jewelry wholesale miami In order to ensure the development of things or high -quality and high levels of work, the plan has to be formulated in advance. The plan has the characteristics of operability and feasibility. How should the plan formulate? The following is the planning plan for business marketing activities I organized. Welcome to share.
The commercial marketing activity planning plan 1 Activity theme:
The low -cost storm is crazy (dear, have you bought it?)
November 11, 20xx
The event content:
Activity 1
50 % off the audience ended extremely carnival (November 11, 20xx)
20xx 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th, 11th , 50 % off the audience, low -cost storm, sweeping the whole city!
(Note: Be sure to enable the audience to participate in the cluster effect.)
Activities 2
The shopping is polite and lucky (November 9th to November 11th) during the event period Customers who shopping in XX, the single water single amount is 11 yuan, can participate in the lottery.
The first prize of 1 brand smartphone one worth 1111 yuan second prize 2 X supermarket shopping cards one worth 111 yuan third prize 6 vacuum insulation cups 1 fourth prize worth 20 prizes 20 hearts Printing paper is worth 30 yuan to participate in the award 20xx Exquisite gifts. One value of 2 yuan
(Note: The lottery is open and the type of scraping card, the gift is presented in real objects.)
R n The sweetness of a person's festival (November 11, 20xx) Shopping 11 yuan 1 yuan 1 yuan to give 2 lollipop (2 yuan/piece, 200 copies). (25 yuan/box, 40 copies) (sweet and limited, the gift is finished.)
The activity cost is expected:
1. The expected cost of the lottery scratch card is 1,000 yuan, and the cost of prize is 8,000 yuan, totaling 9,000 yuan, totaling 9,000 yuan Essence
2. Doubles of sweet activities, the expected cost of 1,500 yuan.
3. Poster and advertising costs 5,000 yuan. The overall cost of this event is expected to be 15,500 yuan.
(Note: The activity is 7,000 yuan can be allocated by the merchant. In the early stage of the activity, the amount of allocation is finalized with the merchant negotiation to facilitate the smooth development of the event.)
Clash promotion:
. —The period of 2 periods.
2. The combination of large -scale advertising promotion and supermarket DM single, to be eye -catching and attract customers.
3. Adopt supermarket broadcast and off -site promotion and publicity to increase publicity.
4. Adopting ground stickers, hanging flags and publicity signs, plus festive music to create a good atmosphere of activity.
If business marketing activities planning scheme 2, for example, we need to do a event planning plan now, invest a few special exhibitions in the next, or the previous gathering. So the goal is clear, what should I do next? To put it plainly, it is a whole set of processes, so what is a complete set of processes of the event planning. Below, I will introduce it here:
First, choose funds.
It that is, which product is used to go to the event? When choosing a model, it is necessary to fully consider what it will sell if the activity goes up. Taobao did not agree. Therefore, under normal circumstances, the products on the event are the hottest products sold in our store. After all, the sales show that the user's acceptance is high. In essence, it is to explain the market's response.
The second, activity price calculation.
The activities on Taobao, people always ask for discounts, you roughly calculate, if Taobao Xiaofe agreed, you can go to the event, but the premise is 50 % off, then you have to calculate it at that time. 50 % off, will you lose money, how much will you lose, if you don't lose, how much can I make? In most cases, your products have to be activated. In terms of price, there are a lot of moisture squeezed out by Tao Xiaofei. That is to say, if people are knowledgeable, you can almost estimate your product when you look at the pictures. The cost price, so Comrade Primary School will die for the price. It is precisely because of this hobby that Comrade Xiao Er has this hobby that the initial pricing of activity products is still very important. Your price arrangement of activity products is also very important.
third, in -store marketing planning.
Anyway, the last activity cannot be wasted, so do you have to make a series of marketing planning in the store, such as sending and packing meals, etc. Essence Although this is a bit unwilling to customers, why, because everything was purchased through activities, basically came to the event product. However, there is a problem here. Customers do not buy it, which does not mean that it cannot.
Fourth, adjust the goods.
Since you are going to the event, you must prepare for it. You ca n’t say that you will go in before you sell it.
Fifth, customer service management after the event.
The students who have worked with the event should be clear that the better activities are online, then your customer service work is very important. You can't always talk to the customer. You can talk about it. Either let other customers walk away. Either the customer said in the evaluation a few words after receiving the goods. You have to know that what he said is shown, which is not good. Moreover, even if you want to talk about it, you don't have this opportunity. Your computer has been playing dialogue, and you can't carry it yourself. Judging from my activities, the computer is basically stuck at the beginning of the activity, so it is important to write an automatic reply in advance. In this automatic reply, you have to write all those who can think of, don't be afraid of the text. The key is to reply to the customer's questions as much as possible.
Sixth, delivery.
If according to the size of the activity, preparing some goods in advance must always be packed first. This is very important. Otherwise, if you have more customers, your delivery speed will affect the score of the store. Therefore, this must be clear. Essence
Seventh, after -sales treatment.
In delivery, the customer will receive the goods one after another. At this time, the trouble is coming. There are all kinds of comments. For example, what should I do if I encounter a bad review? How to solve these are the issues that are considered.
The above is the simplest and simpler content that must be considered. Moreover, this is only a process. As an event planner, you must also give these links in each link. What kind of work, what are the internal negotiation mechanisms after problems, and so on.
In short, if it is a planning case, you must pay attention to it, and the process must be complete, and the planning case must be implemented to the execution level. You have to enter the situation, because you are planning, what kind of resources do you need to cooperate with you, what will happen in the event, how you solve and avoid Prevention, this is a simple plan,
The commercial marketing activities planning plan 3. Store introduction
XX fashion store, which is wholly -owned by XXXX fashion store clothing Co., Ltd. The XX fashion store brand was founded in 20xx. XX fashion store is a well -known domestic fast fashion brand. As of September 20xx, XX business departments were set up under the XX fashion store. It is the representative company of XX e -commerce,
. The brand story
XX fashion store is the first brand of Hanfeng fast fashion. It has four major brands, XX women's clothing, XXX men's clothing, XX children's clothing, designer brand : Xxx.
The positioning of each brand:
XX fashion store XXX — Hanfeng fast fashion women's first brand
XX fashion store XXX — the first brand of Hanfeng fast fashion men's clothing
XX fashion store XXX —— The first brand of Hanfeng fast fashion children's clothing
XXX -Oriental retro designer brand
XX fashion store target sales targets are urban fashion people, the company has more than 100 professional fashion options Teachers and designers have branches in South Korea, and they maintain a close and comprehensive cooperative relationship with more than 800 Korean fashion brands. With the product "style, fast update, cost -effective", it quickly won the trust of urban fashion people.
XX fashion stores are committed to creating "Korean Fast Fashion" urban fashion crowd clothing brand, adhering to the brand concept of "Korean fashion expert", introduce the latest fashion elements in South Korea into China as soon as possible, introduce Korean design in Korean design At the same time, combined with China's aesthetics will be vividly interpreted. At present, XX fashion stores have become a well -known domestic fashion brand. The 20xx XX Fashion Store was rated as "Top Ten Online Stocks Brands in the Country", "Globalization Practice Network Merchants", and "Top 30 Global Internet Merchants".
. The purpose of promotion
. The ultimate purpose of the promotion is to sell the goods by any means. Online store promotion is the same reason, but it is not effective if it is not done casually. Taobao Mall Single Festival Half -price promotional activity is a promotional method that has been hot recently.
. The process of promotion:
1. Determine the goods of the promotion and prepare sufficient goods.
2. To determine the customer.
(1) Determine the promotional goods and prepare sufficient goods. Different products adopt different promotion methods and different seasons to promote different products. During the promotion period, the sales of goods will be faster than usual. Therefore, sufficient stocking is guarantee. If there is often out of stock, it will not only affect the sales, but also affect the buyer's senses and praise. Comment, that's really enough, even if it can be canceled, it has to spend a lot of time and energy.
(2) To determine the customer: The most important thing after determining the product is to find the target of the promotion. The target of the promotion is your target consumer group. These talents are your audience, so the promotion must carry out the spread of promotional information for your target crowd, find your target consumer group, the promotion will be effective. If you promote yourself, promote yourself. No matter how appropriate the promotion method is formulated, it is just a piano for the cow.
. Activity time and method:
Activity time:
20xx November 11th 0:0 0 seconds to November 11th at 23:59 59 seconds
Activity activity Method:
This gold coin: Choose 10 products (support from Gu Jia) to the gold coins for money: Choose 3 products (Gujia support) Gathering Cost -of -the -Actor Gujia product, the original price of 699, gold coin price 399,100 gold coins, quantities 500 copies, 50 % discount, and some small gifts, such as gift cups, environmentally friendly bags, mouse pads.
5. Material preparation
(1) Preparation of packaging materials to prepare all kinds of packaging bags and packaging boxes involved in the sales of large promotion activities, and can make preliminary preliminary specific packaging in advance in advance Organize, as long as you put it in the product.也可以提前将商品直接打包好，只等打好快递单后就直接张贴单据并发货；rn 　　（2）快递面单、发货单纸张贮备，打印机调试、打印耗材（色带、 Ink box) Preparation. In order to improve the speed of the single link, it is not recommended to print the shipping form with ordinary needle printers during the Double 11 promotion activity. For businesses who need to print and distribute a summary or sub -order summary order, be sure to prepare high -speed inkjet or laser printers and their consumables.
(3) The requirements put forward by this event are more requirements for the service of merchants, especially the requirements of the delivery link. It is required to Preferential delivery. Therefore, it is recommended to have obvious text marks or color marks on the packaging or facelist. In order to sort quickly.
6. Summary of the effects and experience of promotional promotion
Organizing promotion is also an experience. After the promotion is over, the manager should analyze the results of the promotion, including traffic, sales volume, click -through rate. This Whether the consumer group is interested in the products that are developed or more interested in other products on the website. At the same time, it is necessary to analyze and compare the promotional activities of competitors to find places to learn. The competitors sell better than themselves. It must be that their promotional plans are not attractive by others. The process of analysis is also a process of learning. Summarizing the promotional activities can effectively help the manager improve your promotional level. In this summary, find out where this promotion is not enough, and adjust it in the next activity. Although promotion is a good way to increase sales, it also needs to be continuously explored and summarized to achieve the expected results.
The commercial marketing activities planning plan 4 1. Preface
The reason why this event is planned to promote our brand and dig potential customers while splitting a share in Tmall Mall.
2. Marketing overlook
, 1, Single Festival's origin
Singles festival is an entertaining festival that is popular in single youth. Singles Day originated from the campus. It spread through Internet netizens and gradually developed a culture called Singles' Day. January 1 is Little Singles Day. The Salmon Festival is January 11th and November 1st, because there are 4 1 on November 11, so it is called Big Salmon Day. November 11 is the big Singles Day. According to the National Bureau of Statistics, the current proportion of men and women's birth population is nearly 120: 100, and the world. According to calculations, by 20xx, men in China will be 30 million to 40 million more than women.
The origin of Singles' Day has a variety of opinions. One of the recognition is that it originated from the campus fun culture of Nanjing universities in the 1990s.
November 11, Singles Day, originated from four Arabic numerals on this day. This day is designated as OneSDay. Born in Nanjing University in the early 1990s, it was one of the representative products of campus fun culture.
Big Singles Day is: November 11th, Little Singers' Day is: January 1, Mid Salmon Day is January 11 and November 1.
The main groups faced by 2 and 2
A. The huge netizen group with Japanese drama
B. Young groups who are willing to accept emerging shopping methods
C. Pursuing more The affordable home group
The actual results of the promotion of the 2, 3 shopping festival
00:00 on November 11, 20x, people began to crazy. At the beginning of the first hour, Taobao Mall's transaction volume reached 4.3.9 billion yuan. As of the end of the 12th, the transaction value of Taobao Mall Alipay exceeded 33,600 million yuan, which was nearly 4 times the transaction volume of the same day in 20X. The total Alipay transaction amount of the mall exceeded 5.2 billion yuan. This day is the shopping carnival day of netizens. According to statistics, the sales of three brand stores of GXG, Boyang Home Textiles, and Camel clothing exceeded 40 million yuan. Four more than 20x 10,000 yuan, and 38 more than 10 million yuan and 75 yuan over 5 million yuan.
The also created Miracle is Alipay (Weibo). Slangtian listed three data: 30 million strokes a day, 1 minute of 50,000 or 50,000 payments successfully. Wireless payment exceeds XX 1,000. The mobile version of Taobao Mall exceeded 100 million on the day. It was not only the Taobao platform that day, but also merchants and sellers. The Alipay system has also been tested. This is the third innovative high.
2, 4 Publicity and communication paths
not only do it online, but also made a lot of promotion offline. There are TV media and outdoor media, which created a gorgeous festive atmosphere as a whole. Taobao Mall has made a promotional activity into a news event, causing information to land, and caused active reports from the media, making it a real festival.
3. Product market positioning analysis
3, 1 Choose the actual factors of Taobao Mall promotion in November
A. Most company companies choose to settle the salary on the 10th of each month. On the 11th, the promotion activities were carried out. The buyer had more disposable funds to increase the buyer's purchase enthusiasm and purchase volume.
B. In November and December of each year, the tail processing for most sellers, returning funds, accounting for accounting, and integrating the company's company's sales operation in the second year of the company. Therefore Realization, sales in November are a more important sales period.
C. With the continuous expansion of the e -commerce industry, the Taobao.com, which has always been a unique Taobao, gradually feels that it has gradually developed e -commerce platforms such as JD.com and Tencent. Shaping is relatively fixed and can be adapted to its brand promotional activities. Through the operation of the Single -Singles Day Shopping Promotion Festival in recent years, Taobao has also increased its attention to the Taobao Mall Shopping Festival. D. The increasing competition between e -commerce and offline physical merchants has caused e -commerce companies to obtain more customer groups and more promotional activities and marketing plans to reducing prices or giving actual interests to customers. Huge turnover. Therefore, the most crazy 50 % off shopping in 20X is the best choice for the customer's customer source and increase the brand effect.
3 and 2 products of products in the market
As the weather turns cold, consumers have a lot of demand for home textile products, and the home textile market begins to enter the peak season. A series of festivals such as New Year's Day is a good time to do promotional activities and increase sales during this period. XX Home Textile is a brand of Canada. It has been a period of time in the Chinese market and has been recognized by Chinese consumers. XX Home Textile Tmall Mall has just been a year now, but the crystals, Boyang, and Luolai of the same industry are in the same industry. There is still a certain gap compared to well -known brands. XX has a factory in Nantong, a hometown of textile in China. It relies on the advantages of factories in the hometown of textiles. It is still relatively easy to make brand propaganda and can be recognized by consumers faster. Because of the direct purchase of the manufacturer, there is a certain advantage in the price, and the product style and variety can also be updated and supplemented in a timely manner. There is a formal agency right, which is an agent designated by the XX home textile at Tmall Mall. However, there is still a certain gap between its workmanship and quality compared to the domestic Boyang and Luolai. The purpose of this event is that the products are profitable, earn popularity, win the good evaluation of consumers, and seek a longer -term development in the new market of e -commerce.
4. Target settings
Mathe people may ask, how to set the target for this big activity? This is indeed a more difficult issue. It is necessary to consider from several factors: last year's performance, Taobao Mall's growth rate this year, the growth rate of the first and second -tier brands that entered the mall, and the expectations of Taobao today's expectations and market investment; in the end we have passed multiple discussions, It is estimated that a range value is 60,000 to 100,000. Customer service staff is equipped with 100,000 preparations.
It because the day was a 50 % discount on the day, the basic preparation resources were calculated by X2 requirements.
5. Commodity preparation
The soldiers have not moved, grain and grass first. For this battle, the importance of the product is self -evident, because the production cycle of home textiles is basically 2 months, so our commodities The preparations began in mid -August, completing the product planning and order in late August, and urging the supply of supply to complete the shipment in mid -October. We have classified the product in detail, divided according to the three dimensions of hot sales, main promotion, and drainage, and selected in -depth products (more than 200 pieces) for separate planning packaging to make star products. At the same time Commodities and drainage products are related to the associated sales products on the same page. The homepage display products and replacement products on the day of the event will be defined to ensure that when the traffic comes in, the sales volume is pulled. rn 　　 6、系统准备rn 　　6、1物流rn 　　此次活动淘宝商城非常强调用户体验，明确规定参与的商家必需保证在二天内发完京、沪、广、深、 The goods in Hangzhou -five land are all over all the goods within seven days. Last year we were 1,000, and the area of 500 square meters was completed in 7 days. According to the delivery requirements of 50,000 this year, 1200-1500 orders are expected to be generated. We arranged 10 streamlines in a 500 -square -meter warehouse, and the 500 orders can be issued per day to design the process and equipment personnel. The transformation of the logistics is determined to be completed in mid -October, and the inventory is completed in late October to determine the actual warehouse inventory again.
6, 2 customer service
The we have 12 customer service, divided into two departments before and after sale. Considering the pressure of consultation on the day, we decided to transfer all the pre -sale to after -sales on the day of the event, for sale after sale, sale The previous service is achieved through automatic reply and self -service shopping. After the sales customer service, the customer service is divided into several groups. Orders, checking, telephone answering, complaint processing, doting, and uniformly train them for activities. At the same time, contact them in September The service company recruited 10 personnel as a temporary backup customer service manpower.
The end of September Our systematic developers to dock with the Taobao open platform, review the processing capacity, stability, and bill of lading of the information system, and transform the delivery module according to the requirements of the Taobao Mall. Make it fully matched.

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