Recently, a number of media reported that Taobao and Jingdong platforms have reported that 618 will cancel the pre-sale mechanism this year, and the era of spot sales is coming!
A Taobao investment document shows that the marketing rhythm of Taobao 618 will be more advanced. Specifically, from late April to early May is the "front station", storing water and building momentum; in mid-to-late May, the first wave of 618 will be recalled; from 8 p.m. on May 31 to June 20, it will be the second wave of 618, achieving a full outbreak; combined with a number of daily promotional activities, the full cycle can last nearly two months.
At the Jingdong 618 Merchant Ecological Partner Conference, Jingdong announced the rhythm of the big promotion, this year Jingdong 618 canceled the pre-sale period, and will directly enter the opening stage at 8 pm on May 31 for spot sales. After the good start, there is a special period, a climax period and a return period.
How should merchants respond to the cancellation of pre-sale by the platform?
The cancellation of pre-sales also presents some new challenges for merchants. The first is inventory pressure, the low inventory risk and good capital turnover advantage brought by the original pre-sale no longer exist; the second is the logistics pressure, the outbreak of orders in the short term will affect the timeliness of delivery, and then affect the shopping experience of consumers; the third is the after-sales pressure, customer service needs to improve the response speed, maintain customer relations.
Behind it is a "pressure test" of the platform's big data analysis capabilities, supply chain management capabilities and after-sales service capabilities of merchants. Merchants with good performance will undoubtedly receive the attention and tilt of the platform, after all, if the platform wants to retain consumers, it mainly relies on high-quality merchants.
In this regard, Real Intelligence has prepared a package of "cost reduction and efficiency increase" solutions in advance to help merchants quickly adapt to changes in platform rules with its agility and certainty.
1. Use real agents to screen talents, plant grass in advance, and achieve volume breakthrough and sales growth
In addition to the low price factor, many consumers' shopping habits have evolved from blind selection and hoarding to going to the grass planting platform to do the strategy first, and then going to the shopping platform to choose the goods. How to choose the right influencer for the brand to cooperate with the content and ensure that there are no errors in the intermediate links is the key factor affecting the brand's voice and sales growth.
In the case of limited manpower and time, it is extremely laborious to screen influencer accounts and monitor delivery data, especially when the number of co-hosts reaches a peak, relying only on manual monitoring and management of the whole process is not only inefficient and error-prone, but also cannot meet the characteristics and needs of the company's efficient operation.
In response to the challenges faced by influencer cooperation, Real Agent can help merchants reduce pressure from two scenarios: "influencer screening and influencer promotion".
In the influencer screening scenario, the digital staff of Real Agent can automatically obtain the data of influencers on social platforms such as Douyin and Xiaohongshu, including the number of likes, comments, and retweets of the content. Through this data, operators can quickly identify which influencers are more popular and which content is more likely to become popular, so as to guide influencer selection and content creation.
In the influencer promotion scenario, the digital staff of the real agent can automatically log in to the promotion platform according to the preset rules, and quickly and accurately complete the steps such as adding talents, setting the promotion time, and setting the promotion commission rate. Compared with pure labor, the real agent operation time is only 1/6, and even if there are many talents, the accuracy rate of digital employees can be stable at 100%.
2. Use the data to obtain data, predict sales, and avoid backlogs and out-of-stocks
Starting in May, merchants can focus on the intensity of consumer engagement in their marketing campaigns, adjust their product mix based on consumer preferences and market dynamics, reduce inventory of unpopular products, and increase the supply of popular products.
However, now that merchants have many sales channels, and their business data is scattered in different e-commerce backgrounds, they face problems such as long time, high cost, and easy errors when obtaining data, which is difficult to meet the timeliness and accuracy requirements of enterprise data-enabled marketing.
Especially during the outbreak of big promotions, if the operating data cannot be updated daily and timely, sales opportunities may be missed.
"Data Treasure" is a SaaS intelligent tool for obtaining global business data, covering 36 platforms, 530+ pages, and 10,000+ fields. Employees only need to check the page that needs to be retrieved according to business needs, and they can comply with regulations and automatically obtain global business data, improving work efficiency by more than 10 times and data accuracy by 100%.
With this historical sales data, market trends, consumer behavior analysis, and more, merchants can accurately predict future demand, set the right amount of safety stock in case of sudden demand or supply chain disruptions, and avoid overstocking caused by excess inventory.
3. Use real agent to deal with after-sales and respond in time to ensure customer satisfaction and inventory turnover
During the promotion period, the pressure on the after-sales team increased sharply, and a timely response and professional customer service is the "treasure in the palm" of every merchant. However, the lack of manpower in the after-sales team and the failure to achieve the expected results of temporary training of newcomers have been restricting the growth of merchant sales and customer satisfaction.
In addition, various platforms attach more importance to the rights and interests of consumers, and have successively launched "refund-only" services, which requires the after-sales response speed and logistics interception speed of merchants to speed up again. However, the after-sales order processing process and logistics interception process are more cumbersome, and if the consumer initiates the after-sales service in the early morning, the after-sales timeliness cannot be guaranteed.
Real Agent digital employees can improve the response speed and reduce the burden on merchants from the two scenarios of "replying to messages and handling after-sales".
In the reply message scenario, the real agent can access the merchant knowledge base and the TAS large model developed by real intelligence to achieve the "expert-level customer service" reply effect. It not only ensures the professionalism and timeliness of the reply, but also reflects the personalization of "real people", effectively reduces the refund application caused by problems such as untimely customer service response, and helps merchants retain consumers.
In the after-sales scenario, the agent can monitor the order status in real time, including logistics dynamics, refund types, etc., and automatically execute the corresponding processing operations according to the predetermined judgment logic. For orders that are refund-only applied for by logistics customers in transit, the digital employee will automatically send an interception message to the logistics docking group, and at the same time, the orders with abnormal interception (such as the express company not intercepting in time) can be intercepted again, so that the accuracy rate of logistics interception can reach 100%.
Write at the end
If Taobao and JD.com cancel the 618 pre-sale mechanism, it will undoubtedly be a profound innovation of the traditional business model. This change not only marks the direction of the e-commerce industry towards the core of user experience, but also points out the direction for the future development of the industry, that is, to be dominated by efficient, convenient and personalized services.
Real Intelligence will also launch more automation solutions that meet the actual situation of merchants and solve the actual pain points of merchants, help merchants adapt to platform rules in a timely manner, seize market opportunities, and control the uncertainty of the times with certain agility.