After in-depth communication with the customer, we learned that the founder of the customer, Mr. Zhao, likes traditional Chinese culture very much. He has systematically studied the scraping course in traditional Chinese medicine, and came into contact with the scraping board that needs to be used in scraping. Mr. Zhao has previously I have made a sterling silver scraper for my own use, but I have never regarded it as a product.
After a series of data analysis on the market and some research on old customers, we found that the sterling silver scraping board is a product that spans the two categories of beauty, skin care and silver jewelry. Compared with the mainstream scraping board currently on the market It also has obvious differentiation advantages; therefore, a new product plan has been developed with customers.
The first launch of the new product adopted the new product community release and group purchase method, and did not choose the new country email list conventional method directly on the Tmall store.
The whole new product release group purchase activity lasted for 30 hours. From 8:00 p.m. on April 9th to April 10th, a total of more than 150 new products were group-purchased, with a revenue of more than 8w (yes, the unit price per customer was 560). On the Tmall store, this new product also has sales and basic weights, and the sales conversions driven by the weights in the next few days are nearly 3 times higher than their regular new products in the past.
Of course, there is a cycle in the development of differentiated new products, and we cannot directly achieve the growth of the entire private domain by simply relying on new product releases; therefore, we have formulated a daily seckill that can be executed according to customers' high-priced and high-quality products. The community play plan of :
Use orphans to find leaks, extremely scarce gameplay; the number of seckill products in each issue is controlled at about 10, and the number of each product is less than 3; judging from the 4 seckill activities that have ended, almost every product has a Solitaire will be instantly smashed; every smash can stimulate the onlookers and hesitant friends; this gameplay is sustainable, and it can increase the sales of nearly 6w-8w to customers every month.
From the implementation of the whole plan, the effect is still good, but there are still some problems. We conducted a review after the event:
The new product release group must be established 2-3 days before the event, and the group will be informed of some event arrangements in advance. On the first day, you can send red envelopes to welcome everyone, so that everyone has advance knowledge of the group event; The red envelopes will be warmed up in 1 hour, and the water army will guide some topics about new products, which will arouse everyone's discussion and interest; 10 minutes before the event starts, a round of red envelopes will be issued at the end to ensure that more people can pay attention when the event starts. to group messages;
All materials, text information, etc. involved in the event must be prepared in advance, and the team should be rehearsed before the event to ensure that the event can be carried out smoothly and efficiently on the day, and avoid procrastination;
For group buying or selling in the group, you can try to use the group solitaire method (one is manual solitaire with text, and you can use the solitaire applet to do it), which is very conducive to the active atmosphere in the group and the participation of customers, not very interested of people will also be onlookers (herd mentality);
You must find a way to let customers send their payment or purchase screenshots to the group @group owner, and many people who are still hesitating will be more stimulated to place orders;
The time of the whole activity should not exceed 48 hours, that is, 2 days; creating a sense of scarcity and urgency is the key element of group marketing, which can greatly mobilize customers' herd psychology, sense of urgency and loss aversion, thereby improving intra-group transaction;
At the same time, in the payment link, it is necessary to repeatedly emphasize the time limit/deadline of the activity;