Tmall store activity plan sample

A plan is a plan that is specific, thorough, and highly operable in terms of purpose, requirements, methods, methods, and progress. Below I will give you a sample Tmall store activity plan, I hope you like it!

Tmall store activity plan sample 1

Purpose of the activity: Double 12 is a must-have for e-commerce companies over the years. The intensity of festivals, activities and publicity, the number of participating brands and brands, and the richness of activity forms are all the best in the year. As an offline physical mall, we need to grasp the concept of Double 12 Shopping Carnival and launch winter clothing promotions when the temperature drops in mid-December. The intensity of activities, marketing methods and on-the-spot experience should be more differentiated from e-commerce, so as to highlight the characteristics. The activities are integrated from multiple business formats such as department stores, supermarkets, restaurants, cinemas, and online micro stores. Give customers a unique and alluring shopping experience.

Event time: December 7th to 12th

Event content:

Discount promotion:

1. Double 12 beautiful clothes Go: Get NT$200 off purchases over NT$500 at the Autumn and Winter Department Store.

2. Double 12 beauty products are available for you to choose from: Cosmetics (Olay, L’Oreal, L’Oreal, dhc) will receive an instant discount of 80 yuan when you spend 400 yuan or more. Double 12 super skin care kits are as low as 30% off!

o2o (online and offline interaction), grab 100,000 discount coupons in advance!

1. Grab 100,000 coupons for free ! Immediate discounts on purchases in department stores, with discounts as low as 30% off!

Activity details:

1) From December 1st to 10th, the official WeChat official WeChat will officially launch a coupon grabbing activity. Customers only need to follow the official WeChat click coupon grabbing page to choose discount coupons from 30 brands, and double-click to receive the coupon (a discount code is automatically generated for each coupon).

2) Each person is limited to 10 tickets per brand.

3) On the day of Double 12, customers can enjoy an immediate discount of 50 yuan, 30 yuan, and 20 yuan after the corresponding brand discount by using the discount code on the coupon.

4) Only one discount coupon can be used for a single receipt.

Note: The starting point for using discounted coupons must be determined based on the actual unit price of each brand. The full amount of the discount will be borne by the supplier and the shopping mall in different proportions. This activity is mainly to attract online customers to the store.

2. Diaosi counterattacked Bai Fumei and defeated Gao Fushuai! Grab super single products for 0.12 yuan, 1.1 yuan, 12 yuan, and 120 yuan!

December 7th to 12th , 12 single products every day can be snapped up for only 0.12 yuan, 1.1 yuan, 12 yuan, and 120 yuan. Each style is limited, while stocks last. Pay online at Weidian to get a successful flash sale!

Suggested item: 0.12 yuan (15% off for Pastry King, 20% off for Hakka, 25% off for Taro Fairy, and 30% off for Breadland),

1.1 yuan (supermarket environmentally friendly cutlery box, handkerchief paper/strips, potato chip set, priced at about 5 yuan)

12 yuan (comfortable bath towel, 2-piece Korean post-relief mask, fabric furniture Cute rabbit, selling price is about 30 yuan)

120 yuan (comfortable quilt, matching pillow, selling price is about 250 yuan)

Note: Estimated cost is 1,300 yuan. (Meal coupons are sponsored by merchants)

Category marketing: Double 12 is a large-scale promotion in the mall in December, and all categories must carry out activities (discounts or gifts). It is recommended that men's clothing, women's clothing, footwear, cosmetics, boutiques, bedding, and children's clothing should all have representative brands or highlight discounts to participate in the event. The following four categories: single products need to be displayed prominently, and matching and warm recommendations need to be added to the aisle light boxes and counter guides.

1) Winter clothing (thick models, coats)

2) Autumn and winter accessories (scarves, hats)

3) Bedding and winter quilts

4) Supermarket Winter Hot Pot Festival Single Products

VIP Marketing

VIP Recruitment: If you spend 500 yuan or more in a single day in the mall, you can get a VIP card for free. If you spend over 5,000 yuan in a single day, you can upgrade to a diamond card.

1. Free gift for VIP customers on Double 12: If you come to the store on Double 12, you can get a designated hot drink at __Sweetheart Beverage. (Opening sponsorship, no fee)

2. Double 12·VIP customers can play for free: Diamond card VIPs can take their children to __ amusement park for free once with their cards.

Culture Marketing:

1. Double 12, take off your clothes and start walking immediately!

1) Free broadcast of customer confessions, free sharing of happiness in the WeChat sharing area.

Activity location: Broadcasting Station on the first floor

2) Single men and women can participate in the "Heart-pairing" activity by signing up. Single men and women will randomly form different "hypothetical situations" multiple times to participate in couple interaction activities. If you are interested, please hold hands immediately!

Registration location: Small stage area on the second floor

Note: The specific operation details and project rules of the event are attached separately.

2. Double 12, Single Lovers' Day·Singles Go (4f Cinema Singles' Day Special Event)

Single men and women can go to the front desk to buy exclusive tickets for single aristocrats, and girls can enjoy 40% off Buy tickets. Boys who purchase tickets will receive a rose (to be used as a gift for the girl sitting next to them.) The seats are randomly assigned to men and women.

Event time: December 12th

Event location: Movie Hall 1 and 3 (details are subject to the specific viewing time and show)

Atmosphere layout:

1. Main exhibition area at the gate/category exhibition areas on each floor:

A comprehensive exhibition area for fashionable winter clothing, using autumn and winter popular elements, with a Singles’ Day simulated dialogue sign in the exhibition area.

For example: Singles Day comes to __ shopping mall = Diaosi counterattacks Bai Fumei and other distinctive logos

Note: The department store’s women’s clothing and men’s clothing departments are responsible for the display team

2. , counters, escalators on each floor, and elevator entrances: double twelve light boxes, vertical pop racks

Cost estimate (omitted)

Note: Please refer to the signs in the mall for event details. Subject to.

Tmall store activity plan sample 2

A new business myth was born during the Double 12 promotion: the single-day transaction volume reached 936 million yuan, exceeding that of shopping The total retail sales of Paradise Hong Kong in one day are 2.6 times that of a single store in China. In such a business feast, Taobao truly demonstrated the popularity of e-commerce.

Double Twelve. Mainly derived from Singles' Day, it is an entertainment festival popular among young people to celebrate that they are still proud of being single ("Singles" means "single"). Singles' Day originated on campus and spread through the Internet. Through media communication, a culture of Double Twelve has gradually formed. January 1st is the Little Singles’ Day, January 11th and November 1st are the Medium Singles’ Day, and November 11th is known as the “Double 12” because it has four numbers. It is called Singles’ Day. Generally, Singles’ Day refers to November 11th.

According to a sample survey by the National Bureau of Statistics, the current ratio of male to female births will be nearly 120:100. It is estimated that by 2020. , there will be 30 million to 40 million more men of marriage age in China than women

1. Analysis of the Double 12 customer base

1. Segmentation of the Double 12 customer base. :

College students, office workers, mostly between the ages of 18 and 30

Characteristics of the Double 12 customer group: single, fashion, entertainment

Double. Twelve customer needs: psychological self-deprecation, entertainment, love

Planning the current situation of Double Twelve company resources

Purpose of the activity: Integrating multi-store resources, using Double Twelve to introduce traffic to managed stores< /p>

2. Double Twelve resource support

Multi-store resources, rich product lines, and promotion execution team with mainstream channel communication

Overall Double Twelve activities Conception and deployment

The selling points of the event:

Taking in-store discounts as the core selling point

Supplemented by flash sales and gifts on the event page

Overall traffic diversion concept

Since the effect of paid promotion cannot be predicted, it is also difficult to collect data from various channels (for example, rebate network, SNS mainstream community cooperation methods and advertising space data need to be communicated and investigated with each platform) , so the overall use of free soft article marketing and Weibo marketing.

Traffic entrance analysis:

Promote traffic to direct traffic to event pages and official Weibo

(Explanation on Taobao store traffic jumping to Weibo: Since Taobao cannot connect to external networks, it uses attention to jump to attract traffic to the event page.

Drainage method: Stores attract customers to pay attention to the microblog by hanging advertising images of the Double 12 event preview. Blog)

Why use Weibo for traffic jump

Conventional promotion is generally repellent to advertising. It is more acceptable to use soft articles and implants to promote Weibo. Weibo Blog can be managed as a long-term high-quality traffic entrance. Weibo operations can cultivate traffic entrances for the next time and various stores. The detailed analysis of the traffic drainage diagram is reflected in the execution details

3. Double Twelve Event Planning Plan

Propose a plan based on the current information on Double Twelve and available promotion resources

Activity theme and concept

Singles, fashionable shopping 30% off for no reason.

The concept of communication is based on fashionable bachelors (the copywriting, pictures, and page production used in promotion are all centered around this concept) as the starting point for communication, and various channels are used to spread the event page.

2. Summary of the execution process of the plan

1, __ month 11-16

Collection and preparation of information required for promotion (including Weibo Account number, Wangwang account, copywriting and picture materials required for promotion, etc.)

The words of store customer service recommendation activities during the event

2, __ month 17th-31st

All promotion channels began to promote Weibo, and Weibo started operating simultaneously.

3. From the 1st to the 5th of __ month

Weibo will start a new repost with prizes. Stores participating in the event will start posting event previews and jump traffic to Weibo. .

Go to the preview page and participate in the sharing gift activity. Share this page to get a 5 yuan coupon

4, __ month 6-11

Passed Based on 17 days of forum promotion feedback data, high-quality forums are selected for direct soft article promotion pages.

Promotional homepage of each channel

Double Twelve event product rules

30% off products

Event BANNER will be hung starting from November 1st

2016 Tmall Double Twelve Marketing Plan

1. Planning before Double Twelve

At this stage, Taobao sellers mainly need to set activity goals.

2. Execution arrangements before Double Twelve

1. Arrange and inventory preparation to avoid shortage of manpower and inventory shortage;

2. This budget is clear , to avoid the situation that the more you sell, the more you lose (very common in previous years);

3. Decorate to create an atmosphere for the Double 12 event;

4. Pre-heat marketing for customers in advance ( SMS, Want Want Group, etc.);

5. Compete for effective traffic at stuck points on the day (to avoid conflicts with big sellers).

3. Implementation on the day of Double Twelve and subsequent preparations.

First of all, you must set a Double 12 goal for your store, including turnover, conversion rate, traffic, and unit price. In addition, we must set a goal during the warm-up period. This goal is mainly collection, number of coupons issued, and number of old customer activations, because this part of the traffic will become our independent access traffic during Double Twelve, which is very critical.

1. The basis for setting the target of unit customer price:

2. The basis for setting the conversion rate target:

The ranges here are all what we have gone through The Double 12 data from hundreds of stores of different levels over the past few years has been decomposed, combined with Taobao big data, and has been verified by countless stores. The most critical part here is that we distinguish the conversions of each channel. rate, rather than just determining the conversion rate of the entire store. Because the traffic proportions of each channel in each store are different, if it is not split, then the target conversion rate we set will be rigorous, and we will lose the direction to optimize traffic in different channels.

In the same way, we must also distinguish channels for visitor goals. There is a "preheating collection entry rate", which means: assuming that 100 customers have collected our store during the preheating period, then only 30 customers may enter the store on Double 12. access. Not all expected collections will enter the store. Coupons are issued during the warm-up period. Not all of them can return on the day of Double Twelve, and only about 20% of them will return. For old customers, we need to eliminate invalid users, retain the number of valid users, and then multiply it by 20%. The venue and natural traffic will be 2-3 times the usual amount. We must arrange through trains according to our own store needs, measure our profit margins, and not be blind. During the Diamond Exhibition, Double Twelve is very popular. If you don’t put in much effort during the warm-up period, it will be very slim to gain traffic on Double Twelve.

3. Decomposition tool table of Double Ten goals:

First of all, in the first part, we fill in the original real data of the store as a reference; secondly, we make a Double Ten 2. For the decomposition of the day's goals, the decomposition method can be carried out according to what I said above; finally, we have to make a decomposition table to warm up before Double Twelve. The number in the red box in the upper right corner is our Double 12 target of 30,000 yuan, and the red box at the bottom is our one-day promotion budget of 14,250 yuan during the warm-up period. In addition to the red box in the middle, we have to pay to introduce 1,259 traffic on Double 12. According to the era when PP network brushing is prevalent, I believe everyone is familiar with Taobao brushing. So how to brush Taobao?

Is it reliable to work part-time on Taobao to brush orders? Is there any good platform to recommend for brushing orders? In response to the needs of the majority of netizens, I would like to recommend a very professional and reliable platform for brushing orders on Taobao, Xiataotao, so that merchants can feel at ease when brushing orders. It also allows brush customers to earn with confidence. In yuan calculation, it will cost 1,259 yuan. Then we come to a conclusion: we can still avoid losing money, which proves that our target of 30,000 yuan is still reliable and will not be artificially high or too low.

4. Tmall Double 12 Marketing Strategy

Celebrities + Live Broadcast

Double 12 Party Star Lineup + Matrix Live Broadcast, Create a Super IP and Responsible for Attracting New Customers , the important task of increasing the overall traffic and attention of the platform.

At the Tmall Double 12 Carnival Night press conference held today, Alibaba General Manager Ying Hong said that this year’s party will introduce a more international star lineup. One Group (Youku Tudou), Tmall Magic Box, Xiami Music, UC Toutiao, Tmall client, Amap and other platforms will form the linkage live broadcast matrix of this party, turning the Double 12 carnival night into a "double 12" carnival similar to the United States. Super Bowl” super fan-attracting IP.

At the same time, this year’s Double 12 Party will launch multi-screen interactive mobile TV live broadcast, and all the hard advertising revenue of the party will be fed back to consumers, allowing consumers to “watch ads and grab red envelopes.”

All of the above show that Alibaba is sparing no effort to attract TV and Internet users and find new traffic.

It is understood that last year’s Double 12 party had a huge attraction rate for new customers. The average daily increase in new customers was 3 times, and the peak value increased by 18 times. This amazing traffic acquisition ability ensured that Alibaba’s Double 12 last year The cornerstone of finally reaching 91.2 billion is also an important support for Alibaba's performance growth in the next fiscal year.

In May of this year, at Alibaba’s first public appearance, the person in charge of Alibaba said that in stores that participated in IP-related sales, the proportion of new customers consumed by Tmall reached more than 70%, indicating that e-commerce IP It has strong ability to attract new customers, the IP has a strong ability to attract fans, and e-commerce has a strong ability to feed back the IP.

Based on this trend judgment, Alibaba established Alibaba Fish, an IP monetization platform specifically targeting 100,000 merchants. This year, Alibaba General Manager Ying Hong is also the chief planner of the Double 12 Carnival Night.

It is understood that Shanghai Jahwa finally won the naming rights of the 2016 Tmall Double 12 Party for 80 million yuan. Zhejiang Satellite TV will serve as the official partner TV station this year, and Major General Kuaizui Hua will serve as the host.

Personalized recommendations

The Taobao Forum believes that personalized recommendations for thousands of people are a powerful tool for Tmall to increase traffic conversion rate this year.

By opening up Alibaba’s nuclear weapon of thousands of people and thousands of faces to merchant stores, the focus is to increase traffic value and conversion rate for merchants, and to provide consumers with differentiated marketing and services.

At the clothing merchant communication meeting, the person in charge of Alibaba's clothing category introduced that this year's traffic distribution will be broken down into artery-level, venous-level and capillary-level traffic distribution. Among them, the main venue and sub-venues are packed with thousands of people at the arterial level. The important task is to significantly reduce the bounce rate as a whole and ensure that the traffic and sales of large merchants are not damaged to drive the growth of the entire platform; Guess You Like It, Good Goods and other shopping guides The focus of thousands of people at the entrance is to greatly improve the efficiency of shopping guides; the focus of thousands of people at the store, details, and Weitao is to improve the overall operational efficiency of the store.

It is understood that merchants can use Juxingtai to personalize store products, pictures, and advertisements. Alibaba said that merchants should focus on submitting personalized materials and submit all products participating in Double 12 in the store into the system.

Previously, at the waist merchant meeting, Alibaba also stated that in preparation for this year’s Double 12, it is recommended that waist sellers focus their strategies on product selection and personalized gameplay. The merchant's personalized performance will be used as a criterion for entering the venue, including the submission of venue picture materials, product exposure and conversion, and the breadth of transaction dimensions.

Omni-channel strategy

Omni-channel is a refreshed position for this year’s Double 12 sales, supporting more than 60 companies and emphasizing store delivery.

Since last year’s Double 12, some brands have begun to try to open up all channels. In the past year, on the one hand, Alibaba has spared no effort to brainwash brands to connect online and offline; on the other hand, large brands are also trying their best to connect online and offline goods and membership systems to achieve online ordering and store delivery, such as Lingzhi Group Brands with dense store layouts such as , GAP, and Uniqlo have all tried to connect online and offline stores in the past year, and Taobao brands born online such as Inman have also opened offline stores.

In fact, sales in both online and offline channels have encountered bottlenecks. Especially for the clothing category, offline is naturally good at experiencing but lacks traffic. The lack of online experience makes it difficult to increase the unit price per customer. In order to find new growth, connect online and offline, increase user experience and convenience, attract online and offline users to each other, stimulate consumption, and achieve growth are the common pursuits of brands and e-commerce platforms such as Alibaba.

This year’s Double 12, Alibaba has particularly emphasized the omni-channel strategy for the apparel category. According to Alibaba, it has already connected more than 30 merchants and is expected to connect more than 60 merchants to support traffic and provide traffic tendencies.

Industry insiders analyze that the annual Double 12 is not only a guarantee for Ali’s performance that year, but also an important direction for Ali’s growth in the next fiscal year. In the past year, Alibaba's brainwashing effect on brand omni-channels has not been significant. Tmall's Meow Street has only stayed at the level of cooperation with offline department stores, failing to truly reach the brand level. Using the immediate benefits of Double 12 as bait to win over brands online and offline is also Alibaba's usual tactic.

Cross-store linkage and traffic conversion

Promote multi-threshold cross-store discounts to improve promotional linkage and traffic conversion.

It is understood that this year’s Double 12 marketing methods include platform level, industry level and merchant tools. The platform level will have full rebates and Double 12 shopping coupon full discount activities; the industry level will have pre-sales , Huabei installment and other methods; the merchants themselves have multiple ways to play such as buy N, get 1 free, matching treasure, gift treasure, special price treasure and so on.

The person in charge of a clothing brand who participated in the merchant communication meeting revealed that the free and order-free tool functions for single stores will be provided at the corresponding venue in the second half of Double Twelve, and Alibaba will provide traffic support.

It is understood that the cross-store red envelope promotion method has been tried before in Taobao’s 66 big promotion event.

Stocking mainly focuses on new autumn and winter styles and the same styles in shopping malls

At the clothing merchant communication meeting, the person in charge of Alibaba’s clothing category emphasized that this year’s Double 12 stocking requires merchants to focus on the 2016 autumn and winter new styles. , emphasizing the proportion of the same style in the mall.

Qi Lan, head of Tmall Apparel Integrated Marketing, said that during Double 12 in 2015, the turnover of autumn and winter clothing accounted for 60% of the total, and the top models accounted for half of the turnover. However, this year’s Double 12 products are still The products will be mainly seasonal, and it is recommended that merchants make full preparations for the main models and models of the store before the event.

Tmall Global Fashion Festival will serve as the main focus of fashion direction promotion during the Double Twelve warm-up period.

Tmall store activity plan sample 3

1. Purpose of the activity

1. Seize the 520 promotional online store planning business opportunities to give customers a sense of freshness and stimulate them Consumption desire;

2. Increase the number of online store views and attract new customers;

3. Build the credibility of the online store and enhance customer loyalty;

2. Event Time

May 10, 20__ (ten days in advance) - May 20, 20__ (ends on May 20)

3. Activity Theme< /p>

I love you, my heart beats

4. Target audience

Targeted at female customers aged 20 to 30.

5. Activity content

"I love you, my heart is beating" special offer

Buyers reality show, share your beauty and win gifts!

1. Share and win a prize: Upload real pictures of your baby trying on clothes, write down your inner feelings, and show off your beautiful legs.

(Everyone has a prize)

2 Lucky Advent Awards (1 per month)

3 Loyal Customer Awards (1 at the end of the year)

6. Event Publicity

1. Key publicity time: 2 days before the event; 1 day after 520;

2. Publicity means: Once the target audience is determined, then use Appropriate channels for dissemination, such as Taobao Want Want news, signature files, baby topics, announcements, QQ, blogs, Weibo, Tieba, gangs, forums, WeChat, etc.

7. Pre-promotion work

1. Supply issues: Determine the products for promotion and prepare sufficient supplies. Different products require different promotion methods. Furthermore, for discounted items, large products should be selected as promotional items. During the promotion period, goods will sell faster than usual, so adequate stocking is a guarantee.

2. Do a good job in after-sales service: The increase in order volume will bring a lot of after-sales service problems. Fully communicate and coordinate with customers to ensure every customer is satisfied

3. Determination of customer groups: Find the right consumer groups and create targeted promotion plans.

Tmall store activity plan sample 4

1. Purpose of the activity

1. Seize the Chinese Valentine’s Day promotion online store planning business opportunities to give customers a sense of freshness, Stimulate their desire to consume;

2. Increase the number of online store views and attract new customers;

3. Build the credibility of the online store and enhance customer loyalty;

2. Event time

August __, 20__ (ten days in advance) - August __, 20__ (ends on Qixi Festival)

Three , Activity theme

I love you, my heart is beating

4. Activity target

Targeted at female customers between 20 and 30 years old.

5. Activity content

"I love you, my heart is beating" special offer

Buyers reality show, share your beauty and win gifts!

1. Share and win a prize: Upload real pictures of your baby trying on clothes, write down your inner feelings, and show off your beautiful legs.