d11競(jìng)爭(zhēng)對(duì)手評(píng)論

D11CompetitorreviewCatchthetrend:YoungshoppersandmalegroomingCompetitorsattractyoungconsumersbyleveragingcelebrities“YANGYANGBUNDLE”isedbyfans*SOI:Taobao數(shù)據(jù)魔方HowrejoicetoleveragecelebritytoattractyouthCelebrityrelevantpremiumsCelebrityhighlightsonproductcontentpageandpromotionbannerIntegratedpromotiononsocialmedia:celebrity’saccount;fans’websitesYouthfullanguagetocommunicateviasocialmediaPRevent(noevidenceinRejoyce’scase)PictureevidenceforindicationsCelebrityofficialweiboFansgroup小鮮肉wechatclipOfficialweibogained10W+reposts*SOI:Weibo,Weixin,TaobaoIndicationstoattractyoungconsumersbycelebrityUsecelebrityrelevantpremiumstoattractfansLeveragefansgroupstopromotenewsviasocialmediaIntegrateallsocialmediachannelstoenlargevoicefacilitatethecommunicationbyusingyouthfullanguageGoldenrulestoattractyoungersUsingyouth-targetingcelebritiesiseffectiveforattractingyoungconsumersSpeakingyounglanguagefacilitatescommunicationbetweenbrandsandyoungconsumersSocialmediawebsites,likeTieba,arechannelsthatbrandscanleveragetoconvertfanstoshoppersCompetitorsaretryingtocatchthemangroomingtrend*SOI:Taobao數(shù)據(jù)魔方HowcompetitorsattractmaleconsumersExclusivemalesectiononD11UnisexproductEnhancedsearchingkeywordsMalefunctionsMaleexclusivePageMaletargetingproductcontent*SOI:TaobaoIndicationsTaobaoisapromisingplatformtodevelopmangroomingDesigningD11CampaignsformaleconsumersisnecessaryProductnameshouldbeoptimizedtogainmalevisitorsbysearchingTheexclusivesectionformaninthestoreisnecessaryPlaydifferentstrategyondifferentchannelswhyCustomersethisstrategyPreventbrandsfrompetingondifferentplatformsTwostrategies（NEEDSALESDATATOPROVETHESUCCESS)DifferentvariantSamevariant,DifferentbundlesThesamepriceThesamevolumeDifferentvariantsDifferentpremiums(drivingpenetrationVSdrivingsales)ThesamevariantDifferentvolumeDifferentpriceDifferentfunctionalpremiumsNewlaunchontmall,regularlunchonJDNewproductsduringpre-saleRegularportfolioonJDNeedfurtherdata3waysdifferentiatestrategiesondifferentplatforms1.Differentvariantswithdifferentpurposepremiums2.Withsamevariants,usingdifferentbundlesanddifferentprice3.Tmallismoresuitablefornewlaunch;whileJDismoresuitableforregularlaunch(TBC)Packageisanefficient&effectivetouchpointtobuildbrandBrandscanreachenormousnumberofconsumersbypackages3,570,000PackagesUnileverperYEAR20SecondsOpeningpackages*SOI:Tmall數(shù)據(jù)魔方Competitorsuse3waystooptimizethisconsumerexperience1.Brandingboxesandpackagingmaterials2.Brandengagingandfunctionalpremiums3.InsightfulcardsandflyersResult:positiveconsumerreview(wordofmouth)*SOI:TaobaoGoldenrulesCustomizedboxdesignProblem-solvingpremiumsCommunicationcardorflyersfornew-launchorrelaunchBrandengagingpremiumsBrandingonTHEpackagingmaterialsBrandnameboxFlagshipstoreexclusiveboxBrandingoncushionpaperandpackageopenerscomments：嚴(yán)實(shí)，精美，不漏液result：goodbrandimage,repeatintentioncomments：considerateresult：goodbrandimage,pleasureexperienceSuccessfultrial:SeparatingpumpandbottleisedbyconsumersWininCRMtodriverepeatTextPROMOTIONgainedrepeatrateanddrivedsales2014D112015D11Exposure922,8608,324,229Conversionrate3.9%5.45%Repeatrate13.3%15.51%Out-reachmethod定投針對(duì)不同人群分層定投Drivingsales1735WTBCROI39.76%TBC*SOI:Tmall生意參謀RedpocketsandcouponsconvertedmorepotentialconsumerstopurchaseTimeTargetinggroupsUsagerate/quantityDrivingsalesRedpockets32%/32W375W預(yù)熱加購(gòu)、收藏within30days￥10Coupons預(yù)熱4.7%/100W587W流失、死亡用戶(hù)*SOI:Tmall生意參謀Sampleswithgoodperformance1、多芬雙11預(yù)售快人一步！尖貨0元購(gòu)再享滿(mǎn)減，預(yù)付10元抵15元，更有香奈兒錢(qián)包免費(fèi)拿！+landingpage(ROI11.82%成功率0.60%）分析：品牌是多芬，針對(duì)購(gòu)買(mǎi)多芬用戶(hù)人群、目的明確，在于讓用戶(hù)下定金，利益點(diǎn)是0元購(gòu)和定金膨脹，有驚喜，香奈兒錢(qián)包免費(fèi)拿！短鏈、用戶(hù)點(diǎn)擊直達(dá)預(yù)售單品。2、雙11，0元搶光聯(lián)合利華，加購(gòu)收藏免費(fèi)抽超值好禮100%有獎(jiǎng)，10元無(wú)門(mén)檻優(yōu)惠券點(diǎn)擊領(lǐng)取！+landingpage（ROI88.4%成功率3.55%）分析：針對(duì)流失、死亡客戶(hù)，直奔雙11主題、爆出10元無(wú)門(mén)檻優(yōu)惠券及領(lǐng)取地址。3、聯(lián)合利華邀您再度相約雙11，零點(diǎn)0元購(gòu)，買(mǎi)60返60，iwatch、Dior香水等你來(lái)?yè)專(zhuān)?landingpage(ROI229.31%成功率8.58%)分析：以往雙11購(gòu)買(mǎi)人群，已經(jīng)對(duì)品牌產(chǎn)品、雙11主題活動(dòng)在認(rèn)知上達(dá)到了成熟的階段，已集團(tuán)品牌打頭，配以擬人“相約”口吻，道出亮點(diǎn)0點(diǎn)0元購(gòu)，買(mǎi)60返60，配以驚喜贏(yíng)iwatch、Dior香水GoldenrulestodelivergoodcrmTEXTREDPOCKTSCOUPONSClearpurposetoconvertdifferentconsumergroups:remindingcontenttoactiveusers;usingpromotioncontenttoinactiveconsumersMust-haveelements:brand+beneftincentive+landingpageTomatchwithpromotiontimetoreachthebestimpact:broadcastingperiod;add-cart&wishlistperiodCouponwithlimitisgoodforraisebasketsizeandawake“silentusers”Instantcouponswithnolimits,matchingwithzuanzhanpromotion,isgoodfordrivinginstanttrafficandsales.Customerservicegainedimprovedperformance/isadirectwaytocommunicatewithconsumers2014D112015D11Customersserved26W43WSalesbyCustomerservicerate8.3%9.22%Call-inconversionrate3.3%4%Averagerespondtime73S79S*SOI:Taobao赤兔名品LearningsfromD11Toenhancetheefficiencyofcustomerservice,mechanismshouldbeclarifiedandhighlightedonthestorepage.(thisismoreimportantduringbigactivitieslikeD11,becausequestionsaremostlyaboutmechanism)Tobettercommunicatetheproductinformationwithconsumers,brandsshouldprovidetaobao-friendlywordinganswerstocustomerservicePerfectcooperationandbackupfromtheend-serviceteam(baisonlogisticsinthiscase)isimportantduringbigactivitiesRawdataRAWDATA:CRMperformance-短信2014.D11期間2015.預(yù)售2015.預(yù)熱2015.11.11當(dāng)天2015D11total發(fā)送CRM條數(shù)922,8602095771417542220530368,324,229觸達(dá)人數(shù)（UV）681,26320957712,639,94620530362,639,946轉(zhuǎn)化率3.9%0.52%1.35%3.73%5.45%使用軟件數(shù)云數(shù)云投放方式定投活躍、沉默、流失、預(yù)售分層定投分層定投分層定投復(fù)購(gòu)率（F≥2

會(huì)員占比）13.3%（截止2014.11.30）15.51%（截止2015.11.30）rAWdata:CRM-紅包、優(yōu)惠券需要知道雙十一期間發(fā)了多少幾波紅包、優(yōu)惠券，效果是怎樣的紅包時(shí)間數(shù)量使用率定向方式drive銷(xiāo)量支付紅包第一波2015.10.221000005%通投528934.45店鋪紅包第二波2015.11.0112169317%30天內(nèi)收藏商品的客戶(hù)812766.02店鋪紅包第三波2015.11.0820000041%；8200030天內(nèi)加商品到購(gòu)物車(chē)的客戶(hù)2933421.85優(yōu)惠券時(shí)間數(shù)量使用率定向方式drive銷(xiāo)量10元無(wú)門(mén)檻優(yōu)惠券2015.11.0610000004.7%流失、死亡用戶(hù)5866885.74100元無(wú)門(mén)檻優(yōu)惠券2015.11.1180099%通投98675.67Rawdata付寶口令紅包22號(hào)開(kāi)始發(fā)放口令紅包，當(dāng)天淘?xún)?nèi)免費(fèi)流量達(dá)到峰值，效果明顯，引流效果一直持續(xù)到10月25日。RAWDATA:HighperformancesampleUL

定義發(fā)送數(shù)量購(gòu)買(mǎi)人數(shù)成功率花費(fèi)成交金額ROI預(yù)售活躍前160天到前1天購(gòu)買(mǎi)的人群27338416520.60%13669.2161607.2311.82933414730.51%4667.0553256.6411.411404136860.49%7020.6561857.828.811684965670.34%8424.853189.996.31沉默前280天到前161天購(gòu)買(mǎi)的人群1725956130.36%8629.7556189.696.511216163690.30%6080.8410146.741210473860.32%6052.3532269.35.331480003000.20%740026177.23.54流失前540天到前281天購(gòu)買(mǎi)的人群32428115420.48%16214.05153384.629.461048305180.49%5241.56451012.311260505380.43%6302.545469.667.211714753290.19%8573.7529656.593.46預(yù)售往年購(gòu)買(mǎi)預(yù)售的人22%6512.15319930.7949.13預(yù)熱活躍前160天到前1天購(gòu)買(mǎi)的人群62730926220.42%31365.45224572.537.16沉默前280天到前161天購(gòu)買(mǎi)的人群43099010400.24%21549.593286.234.33流失前540天到前281天購(gòu)買(mǎi)的人群80751532660.40%40375.75310365.647.69死亡540天之前購(gòu)買(mǎi)的人群60524513810.23%30262.25126797.964.19預(yù)售今年雙11購(gòu)買(mǎi)預(yù)售產(chǎn)品的人群7591310811.42%3795.6593761.7824.70優(yōu)惠券流失客戶(hù)964761342623.55%48238.054264268.6688.40死亡客戶(hù)663689128601.94%33184.451602617.0848.29正式活躍前160天到前1天購(gòu)買(mǎi)的人群611342196043.21%30567.12359415.2277.19沉默前280天到前161天購(gòu)買(mǎi)的人群43909394522.15%21954.651104251.5150.30流失前540天到前281天購(gòu)買(mǎi)的人群722045225253.12%36102.252792544.5177.35預(yù)售540天之前購(gòu)買(mǎi)的人群117010109549.36%5850.51445753.54247.12雙11以往雙11購(gòu)買(mǎi)人群163546140328.58%8177.31875135.77229.31預(yù)售期往年購(gòu)買(mǎi)預(yù)售的人群的ROI較好，接近50，其次是活躍人群；預(yù)熱期針對(duì)流失、死亡客戶(hù)發(fā)送10元無(wú)門(mén)檻優(yōu)惠券，表現(xiàn)良好，ROI達(dá)88；正式期往年雙11購(gòu)買(mǎi)人群的表現(xiàn)最佳達(dá)247.RAWDATA:Goldenrules一、關(guān)于紅包的總結(jié)1、目的明確：雙11期間一共發(fā)放三波紅包，第一波支付寶紅包目的在于外圍的傳播，第二波目的在于喚醒收藏人群，第三波側(cè)重喚醒加購(gòu)人群。2、節(jié)奏有效：雙11期間的動(dòng)作需要與官方節(jié)奏吻合，預(yù)售期間的預(yù)售產(chǎn)品是無(wú)法加購(gòu)的只能收藏、預(yù)熱期間是可以同時(shí)收藏和加購(gòu)的，因?yàn)?1.01針對(duì)最近30天收藏用戶(hù)發(fā)送紅包，1108針對(duì)收藏加購(gòu)人群發(fā)送紅包二、關(guān)于優(yōu)惠券的發(fā)放總結(jié)1、喚醒流失、死亡用戶(hù)：限制性?xún)?yōu)惠券的普遍意義是提高客單價(jià)，提升轉(zhuǎn)化率。11月6日我們?yōu)榱瞬唤档突钴S期用戶(hù)的客單價(jià)，同時(shí)為了喚醒流失、死亡用戶(hù)，針對(duì)這部分用戶(hù)發(fā)送了10元無(wú)門(mén)檻優(yōu)惠券，表現(xiàn)良好。2、配合鉆展有效引流：11月10日下午店鋪緊急調(diào)整，店鋪爆出100元無(wú)門(mén)檻優(yōu)惠券，同時(shí)鉆展配以相應(yīng)鉆展，在11月10日晚上22:00-24:00進(jìn)行集中投放，鉆展素材點(diǎn)擊率達(dá)