on the double eleven, i laughed until dawn
- summary of idf edifi's double 11 struggle
double 11, a battlefield where many heroes compete, there is no smoke of gunpowder, no smell of, and no roar of artillery. only thousands of people stare at their opponents and hide surging blood. in such a highly competitive battlefield, it is not easy to win. only by knowing yourself and the enemy can you be invincible!
"everything is established in advance and abandoned without advance". without prior planning and preparation, we cannot win the war. it is not too much for businesses to describe the battle of double 11 with "bloody struggle and near death". as one of them, we set the goal of only success and no failure, didn't leave a way for ourselves, went all out to prepare for the war and made all the preparations.
"before soldiers and horses move, food and grass go first". all the work of double 11 is carried out around products. it can be said that products are the core and the key to victory. therefore, we have formulated a detailed goods planning. in june, through the analysis of taobao big data, the style, style, process, surface auxiliary materials and other relevant contents of the product were further determined, and the new product development plan was clarified. in july, contact the outsourcing unit to determine the product, order quantity and delivery time. in august, the new products were shipped in batches and put on the shelves one by one, and the payment measurement was carried out simultaneously. in september, formulate the overall product promotion plan. in october, determine the main products, and do a good job in goods preparation, inventory and warehouse locking. before the double 11, we put on the shelves 12 new underwear for women, 4 men's underwear, 1 couple thermal underwear, and a total of 99 products in the whole store.
with food and grass, there must be soldiers. soldiers are front-line personnel who rush into battle and kill the enemy. they are an important force for us to win. in order to strengthen this fighting force, we seconded 4 customer service personnel from the company and 8 from various departments of the factory headquarters. when the war officially begins on double 11, the soldiers will be divided into two camps, 10 soldiers in the camp during the day and 12 at night. of course, only quantity is not enough. soldiers need excellent personal quality and skills to conquer their opponents. "if you want to do a good job, you must first sharpen your tools". for customer service personnel, their weapon is their sales skills and service level. to this end, we organized training for all customer service personnel and conducted practical training in different classes to familiarize them with store activities, understand product characteristics and reply skills, quickly improve their business ability and help them sharpen their weapons before the war.
in addition to food and grass, soldiers and weapons, a war is imminent. we should also have powerful horses to move forward quickly and attack the enemy unprepared. fast and logistics distribution is to cooperate with our war horses in the double 11 war. e-commerce places consumers. they can complete the shopping process without leaving home, saving time and consumption. however, if the goods they buy are delivered slowly, or if they are not delivered by themselves, consumers will no longer continue to shop online in the store. therefore, logistics is the end of realizing the concept of "customer-centered" in e-commerce. since october 20, our warehousing and logistics related personnel have started to operate according to their respective division of labor and post arrangement. the distribution personnel are familiar with the location of goods, and the assembly line personnel are familiar with operating equipment and can solve various fault problems. from november 7 to november 10, all warehouse personnel performed the double 11 rehearsal and entered the work role in advance.
strategizing, winning thousands of miles away. material preparation is not enough for the victory of a campaign. we must have perfect strategic deployment and use certain technical tools and methods to increase the odds of victory. in terms of marketing, first of all, we have added small games on the front page of the store. customers can get threshold free coupons by playing games, which prolongs customers' stay time in the store, increases the possibility of purchase, and improves the interaction between the store and customers and the stickiness of fans. secondly, apply the super turn to earn marketing tool, set up the turntable lucky draw, increase the number of additional purchases and collections of store babies, and stimulate customers to spend on the double 11 day through the issuance of coupons. in addition, send 3 waves of sms through kongming crm manager to wake up old customers and improve the repurchase rate. in addition, at double eleven o'clock, we set a limit of 5000 free gifts, which can not only digest a certain inventory, but also create a rush buying atmosphere, improve the customer unit price, but also benefit the sales explosion of shop zero. in addition, in order to further enhance brand awareness and drive new products with best-selling products, we signed up for the cost-effective gathering. considering the pit cost, we joined a group with three other brands to do this double 11 cost-effective gathering activity. of course, in addition to the warm-up water storage of double 11 and the rush purchase of zero point, we should also take into account the interaction and explosion points of the day. therefore, we planned the activity of delivering benmingnian red underwear at the whole point of double 11, which not only attracted customers to buy, but also increased interaction and promoted new products to a certain extent.
the heroes fought fiercely and accumulated a lot. all preparations are for the outbreak at the moment. 100000 in 8 minutes, 300000 in 15 minutes, 600000 in 1 hour! refresh last year's data every minute! 10:51, 1103100! more than 1.1 million yuan in the whole day trading volume of double 11 in 2015! as of 24:00, the cumulative total sales of goods was 1.4333 million yuan! compared with last year, the sales increased by 30%, the promotion cost decreased by 50%, and the inventory of more than december was 250000 yuan. the total number of orders in the whole store is 98, with a total of 35350 pieces; the number of customer service receptionists reached 5000, and the order conversion rate was 80%. in terms of warehousing and logistics, two lines will send 26000 orders in three days at the speed of 700 orders per hour! 500 coupons for interactive games; 800 prizes will be sent out by rotary table lottery; 4800 person times of sms repurchase. compared with the same period of last year, the other 3 companies gathered cost-effective. idf produced and was praised by tmall xiaoer. in 8 time periods on the day of double 11, a total of 40 benmingnian bags of hongyun underwear were sent out, which was highly praised by consumers and improved the reputation of the brand.
after the war, start again. although the double 11 is over, the battle on the e-commerce battlefield continues. the battle is not just this time, nor is it just this, but every moment. on the basis of independent cost control, we have basically achieved the expected objectives, but many details are not complete. we will constantly reflect, summarize, improve and prepare for each battle and strive for greater progress.
light frost kills a single grass, and strong wind can't destroy thousands of trees. through this activity, we are more deeply aware that unity is the real cornerstone of combat victory. as an e-commerce team, we work together and are always ready to fight the heroes and achieve better results.