On October 10, Suning.com preheated Double Eleven, and held an annual merchant conference online through live broadcast. The conference was full of practical information, and it directly hit the pain point of high customer acquisition costs for merchants. It proposed solutions to obtain precise customer groups, simplified the rules of the promotion, helped merchants to increase efficiency, and allowed consumers to shop simply and happily. In the words of Fan Chunyan, vice president of Suning.com Group, it is "let Double Eleven return to the essence of retail."
Good users, good products, good content and good services
High customer acquisition cost has always been a pain point that merchants cannot avoid in their operations. The high sales may not bring profit growth, and the phenomenon of "welcome but not popular" has troubled most merchants.
On Double Eleven this year, Suning.com will help merchants achieve quality growth through precise customer acquisition. Fan Chunyan said: "There are 'four arrows' for precision marketing: good users, good products, good content and good services."
This year, Suning.com adjusted its business strategy and increased the average customer price through services such as purchasing, Suning Yijia, and Suda. Suning.com will pay subsidies on Double Eleven to attract users. Merchants can use relevant intelligent tools to find high-value customers more accurately.
At the same time, Suning.com will grade merchants' high-quality products (L1-L5). The higher the level, the better the comprehensive ability of the product, and get more traffic and exposure recommendations to achieve efficient conversion. Users can also find good products more easily.
In terms of good services, Double Eleven streamlined the assessment indicators for merchants, focusing on product quality, logistics performance capabilities and after-sales service experience. Redefine the responsibilities of the platform and merchants, so that all indicators can be controlled, operated and adjustable by merchants.
What is worth paying attention to is good content. With the rise of content e-commerce, consumption logic has undergone some changes, and products with content and stories are more likely to stimulate consumers' desire to buy. Suning.com will use various live broadcast forms such as shopping guide live broadcast, scene live broadcast and live broadcast of goods, and cooperate with short video content such as professional encyclopedia knowledge, scene grass planting shopping guide, unboxing evaluation, etc., relying on comprehensive accounts, vertical accounts, and Suning.com's official brand joint accounts to create a self-operated content matrix to help merchants achieve new increments in multi-field distribution and sales of content.
three time points worth paying attention to
This year, in terms of marketing, Suning.com focuses on "strong pre-sale", and there are three time points worth paying attention to.
The first is a pre-sale that will start at 8 pm on October 24. A 14-hour live broadcast was scheduled to start on the same day at 12 o'clock, driving the rhythm of Double Eleven. The live broadcast recommends very good things to buy throughout the entire process, with full pre-sale of hot products + fixed-point hot products instantly sold, which will store water for Double Eleven. The pre-sale price is only available on the same day and will be removed from the shelves at the end. Stimulate users' desire to buy and lock in purchasing power.
The second is the final price + spot hot product to be bought at 8 pm on October 31. During the explosion stage of Double Eleven, with the help of the platform's full reduction and large allowances, spot sales will usher in the first explosion point.
The third is the entire region explosion at the later date of November 10, and the second wave of pre-sale will be held at 8 pm on November 7. The three time points when merchants focus on their efforts are also a good day for consumers to "get out".
In addition, there are two activities covering the entire Double Eleven: flash sale of hot products and tens of billions of subsidies. There are two fixed flash sales activities every morning and 8 pm. We will promote daily necessities at 10 pm and promote hot home appliances and decoration at 8 pm. A subsidy of 10 billion yuan is to cater to high-quality life needs, and to concentrate on subsidizing big-name home appliances, internet celebrity small home appliances, high-end wine, iPhone and autumn and winter seasonal products. In one sentence: only make up for things.
Looking at the entire merchant conference, it is not difficult to see that on this year's Double Eleven, Suning.com's main "subtraction" not only improves efficiency for merchants, but also facilitates consumers. There are no complex rules, annoying games, and flashy marketing, and sends subsidies and benefits directly to merchants and consumers, allowing retail to return to its essence.
