As Double Eleven approaches, store sales have been somewhat suppressed, and the conversion rate has even declined slightly. However, the increase in the number of additional purchases is very obvious, much higher than usual.
If based on the previous ratio of additional purchases and conversions, Wu Zhou estimates that on Double Eleven, store sales will be more than six times that of normal days.
After making an estimate, the goods must be prepared in advance. Not only do the goods need to be prepared in your own small warehouse, but they also need to be packaged directly.
If the goods were packaged well, the company's original storage space was not enough, so we directly contacted SF Express and asked them to help find a way. Now Wu Zhou can be regarded as one of their "big customers", but in terms of volume, it may not be enough. ...But the increase is too obvious. It keeps rising. It keeps rising. At this rate of increase, it will only take a few months to reach the standards of large customers.
Different customers will definitely receive completely different services.
Recently, other couriers have also taken the initiative to contact Wu Zhou. The lowest price has been reduced to 4 yuan. They also said that if there is enough quantity, we can discuss it later.
The current price offered by SF Express to large customers is 6 yuan.
For a better customer experience, Wu Zhou still chooses SF Express. Even if other express delivery options are cheaper, he will not switch.
At present, except for SF Express and JD.com, most other express delivery companies directly send the express to Cainiao Station during delivery, regardless of whether it is large or small, regardless of whether there is anyone at home. Even customers take the initiative to contact the courier delivery person, and the courier has a phone number. None answered.
Wu Zhou still attaches great importance to service.
Of course, the premise of all this is that there is profit.
No company does charity, because most of the companies that do charity cannot survive, and services require money.
Because of Zhou Jian's matter, Wu Zhou also accelerated his own brand route.
Contact the factory, buy samples, finalize cooperation, model, proofing, testing, etc...
There were many things to do, and it took the longest time to contact the factory alone. Of course, Wu Zhou was not searching blindly, but had a direction. He directly bought a batch of industry-leading single products, found their agent processing factory, and compiled a list. , contact us again.
Small brands have no reputation and are unwilling to cooperate with small quantities, so Wu Zhou directly finalizes the amount. If the quantity is small, he will directly pay liquidated damages.
It was only after this happened that the factory there was willing to cooperate.
Good products have no shortage of sales, and good factories have no shortage of orders.
Small orders and large orders cost about the same amount of effort, but the actual results are completely different. Therefore, large manufacturers will also delete partners.
Three or five partners can support the entire production capacity, why do we need more than a dozen...
Wu Zhou hopes to make this cup before Double Eleven and directly replace Taobao store products.
Therefore, all progress was advanced personally, and there was not much painting in the early stage. Wu Zhou mostly made concessions.
As far as the factory is concerned, Wu Zhou, a customer, only has an average order volume, but communication is smooth, profits are in place, and things are done without leaving a mark. Then cooperation is cooperation.
Around November 7th, the first batch of Qiao Fei’s couple cups finally arrived. On the day of arrival, the main product details page and main image were immediately changed.
At the same time, other stores.
"What's going on this year? Our sales are so sluggish?" Hakouchia's e-commerce manager pointed at the sales data on the computer screen and asked the operation.
Hakou thermos cup has always been the industry's top brand in the domestic thermos cup category. In recent years, during Double Eleven, sales have increased by at least 50% year-on-year. It has been a very comfortable life. However, this year's sales are only slightly higher than in previous years. to 20%.
With the current sales volume, if you want to achieve the department's KPI performance, Xuanah. How can I get my performance bonus if I can't achieve my performance?
"Manager, we discovered this problem at the end of last month. The main problem with growth not meeting expectations is that our high-priced thermos cups cannot be sold this year. Our thermos cups with a price of less than 100 yuan are still growing at a decent rate. Some new models have the potential to become popular in the industry. However, the price range above 100 yuan has suddenly slumped a lot this year. In the same period last year, products at this price range easily sold 500 to 600 units a day. This year, more than 400 units were sold in a day, and they are still selling. The sales volume suddenly dropped by 30%..." The operator of Hakou also had a sad face.
Although their product line is rich, and although the sales volume of some individual products is not high, the sales of high-customer single products are really huge. But fortunately, there is a low-customer single pair of products supporting the product, which can rise along with the trend. If the overall performance declines, then he will really cry.
"How are the sales of Chef's and Haas's cups?" The price range above 100 yuan is mainly due to the fact that these two brands sell well, and other brands... He didn't pay much attention to other things, there was no need.
"Haas has recently opened a lot of specialty stores to lay out product lines. I looked at those stores and the sales volume is not bad. The chefs have been promoting it more recently..." Speaking from years of experience, His sales have declined. It must be because his main competitor has made some new moves. Besides, with such a high price, ordinary small brands cannot sell at such high prices... So he subconsciously thought that this was Haas and Suspension. The teacher has new moves.
As a professional operator, the manager's questions are temporary, and his answers are also improvised because he has not carefully analyzed them before.
But this can’t be blamed, people are lazy, and even if sales growth is less than expected, isn’t it still growth?
Since it is growing, the problem can be covered up and the contribution will still be indispensable. So a little salted fish is better….
Otherwise, why would you want to run a big-name operation? Isn’t it just to save worry?
The operation of the Haas family is similar. The brand follows the route of "rural areas" surrounding the city, and there are many products. Therefore, when individual store operations see sales growth being weak, the first suspicion is that the company has opened a few more stores here. Authorization.
Let the sales be dispersed.
Of course, not all operations are unaware of the problem.
I have paid attention to the operation of the Chef's Family because they mainly deal with high-ticket orders, and the lowest prices are almost 100 yuan or more. Therefore, in their daily work, they will focus on competing products for high-customer orders.
When Wu Zhou's store was measuring capacity around the end of October, the chef's operations were adjusted accordingly.
For example, matching models for couples were added, but the final effect was not obvious.
Wu Zhou's store has also been added to the list of stores he monitors, and as Double Eleven approaches, sales continue to grow significantly.
He made a response plan.
How to target Qiao Fei’s couple water cups
1: Product
Through the integration of the company's existing resources, we can create a product that is similar but has our own characteristics, and the price is also similar.
Use the brand advantage to form a dimensionality reduction attack to attract consumers of Qiao Fei's couple water cups.
2: Traffic
Intercept its search traffic and referral traffic
Use Qiao Fei's single product as the main keyword to place orders, and gradually increase the production and confirm the number of recipients through brushing orders.
Improve the search weight of your own products for keywords.
In a disguised form, Qiao Fei’s single product rights were reduced.
3: Increase conversions
First, imitate the layout characteristics of Qiao Fei's main image and make a similar model. Then, combined with the brand advantages, at the same price, the conversion rate can definitely exceed Qiao Fei's conversion. In this way, the platform's display of Qiao Fei's water cup can be reduced.
From these three steps, each step is divided into time nodes, estimated sales volume, cost investment amount, and estimated final effect, which is relatively detailed.
This is a problem for large companies, and of course it is not surprising. After all, the cost of this plan is relatively high. The initial estimated cost is more than 300,000. Such a large temporary investment must definitely require the approval of superior leaders.
Of course, he is also confident that after the plan is successful, he will intercept the traffic of Qiao Fei's single products and eliminate the rivals in the bud, while also getting a hot product with steady growth, killing two birds with one stone.
