618, double 11, New Year's Goods Festival... E-commerce promotes year after year, but every year there are people who are happy and sad. How can we stand out in the big promotion? Today, Suzhou Niu Orange Network will share a complete whole process of the big promotion activity planning.

1. pre-promotion preparations (30-60 days)

Target setting: Set GMV target, traffic target and conversion rate target based on historical data and expectations for this year. Goods planning: determine the main push, drainage, new products, inventory stock. Suzhou Niu Orange Network Reminds: Inventory is the key point neglected by many merchants. Excessive stock storage leads to overstock and too little stock to miss opportunities. Team mobilization: clarify the work responsibilities and assessment indicators of each post during the major promotion period.

2. pre-impoundment period (15-30 days in advance)

Warm-up drainage: release warm-up posters, short videos, live forecasts. The skills of Suzhou Niu Orange Network: the warm-up period should be exposed through multiple channels, and the private domain (old customers, fans) and the public domain (talent cooperation, paid promotion) should be carried out simultaneously. Preferential notice: inform old customers in advance of the preferential policy to attract additional purchases in advance. Private domain activation: reach old customers through SMS, wangwang, public number, etc.

3. big promotion outbreak period (activity day)

Rhythm control: set up different offers in different periods to keep users concerned. Suzhou Niu Orange Network Suggests: Set up different preferential measures for opening the door, adding codes at noon and sprinting at night. Real-time monitoring: Keep an eye on the data and adjust the strategy in time according to the traffic and conversion situation. Customer service response: during the promotion period, the consultation volume is large, and the response speed of customer service must keep up, otherwise the transformation will be seriously affected.

4. the big promotion after the resumption of the period (after the event)

Data review: analysis of core indicators such as sales, traffic, conversion, customer unit price, ROI, etc. Suzhou cattle orange network advice: compare the same period last year and this year's expectations, to identify gaps and highlights. Inventory processing: unsold inventory should be processed as soon as possible to avoid overstock. Customer maintenance: New customers acquired during the promotion period are valuable assets, so follow-up operation and maintenance should be done well.

5. Common Big Promotion Problems and Countermeasures

How to deal with the sudden decline in traffic? Check whether it is overtaken by competing products, adjust the price in time or increase the investment in promotion. What should I do if the conversion rate drops? Check whether there is any problem with the main chart and the details page, or whether the competition has a stronger discount. What if the stock is not enough? You can set a limited amount of panic buying, or guide the purchase of the same type of products.

Big promotion is a big test for e-commerce operation. Only when you are fully prepared can you deliver a satisfactory answer. Suzhou Niucheng Network has many years of experience in promoting operations, providing cooperative businesses with full-process services from planning to execution. National business coverage, welcome to consult and cooperate!

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