Sleepless nights for e-commerce merchants.
Text/Yi Wanyu, Jiang Xuefen, Zheng Yawen, Wu Heming
Editor/Fan Tingting
October 31, 2021.
At 15:00, the 5th floor of Block D of the first park of the stupid bird, the first year to participate in the new brand Song Dynasty of Double 11, the whole staff is eating today's first round of tea break, HR while wrapping dumplings, while ordering more than 100 hairy crabs, "are female crabs, steamed at night, nine o'clock more for everyone to be a supper." "The day before the double 11 opened, the atmosphere was like the New Year.
At 21:30, in the building where Pan Silver Culture is located, only their floor is brightly lit, the corridor is empty, and the live broadcast rooms on both sides are heard from the thin and noisy voices. A staff member with a gong and drum quickly walked through the corridor, stayed at the door of each room for a few seconds, banged a gong, and shouted inside: "There is only half an hour left!" hurry! hurry! ”
At 23:00, Xilinmen E-commerce Center, "A draft has passed!" The design students who temporarily changed the picture excitedly trotted all the way back to the workstation because of a draft. This year is the 13th Tmall double 11, but also the 13th double 11 of Xi Linmen, everyone is experienced in the battlefield, it seems very calm, the store manager, operation, customer service, design, are sitting on their own workstations, methodically handling the work, only when grabbing snacks There is a brief burst of people.
00:00, Mr. Yang's twist factory, more than 10 flavors of twist flowers are being packed, loaded, and the production workshop of the cake is also rushing to work, because many handmade pastries have a shelf life of only 10 days, and they cannot be prepared for too long in advance. ”
Double 11's opening red, the sleepless night of the e-commerce businessman.
<h1 class="pgc-h-arrow-right" data-track="26" > the passion of the new brand</h1>
Turning Double 11 into a company team building, the new brand Song Chao, which participated in Double 11 in the first year, did it.
Eating is essential, at three o'clock in the afternoon of October 31, the first round of tea breaks begins, and the 20 kilograms of meat and 20 kilograms of dumpling skins purchased by HR are also ready, and the atmosphere is like in the New Year. You can also order snacks and fruits in the work group, and the cos into ultraman atmosphere group members will personally deliver to the workstation.
Every year's big promotion, in addition to e-commerce and sales department, the company behind the Song Dynasty - the organization department of the stupid bird is also very busy, "the strongest atmosphere group on the surface" is determined to make double 11 the best team building, in addition to the sales target, the organization department also prepared a task list for the small partners - "shoot the barley billiards and pouting ass", "shoot Chen Meng after going to the toilet", "shoot 3 small partners yawning", "and clean aunt group photo" and other 60 items, double 11 has become a large-scale reality show to fight strange customs clearance.
(Everyone is leading hairy crabs)
After eating dumplings, more than a hundred steamy crabs were also sent down, some people began to bet on sales, some people started to jump rope, and as the keyboard sound of customer service became more and more urgent, the tension and excitement before the big promotion also spread. 10 minutes before midnight, the big drum in the office was beaten, and more than 100 people sang "Stubborn" in unison, and everyone counted down like a New Year's Eve to usher in the opening of zero o'clock.
Octagon (right) and Song Dynasty anchors
Octagon is the store manager of Song Dynasty aromatherapy, from the very beginning, the team has taken Tmall as the power point of the "Song Dynasty", "One is because Tmall has a good support policy for new brands, as long as the product itself has this strength, the brand can grow rapidly, on the other hand, because the brand recognized in Tmall is equivalent to having a 'pass', and other platforms also recognize you." ”
Taobao live broadcast is the focus of song dynasty aromatherapy operations, "in the content-oriented platform for exposure, traffic can not be well converted into the memory and purchasing power of the brand, but to Taobao head anchors of the live broadcast room to show their faces, the influence of the anchors can not only bring us rapid exposure, their strong ability to carry goods can also let us have a certain profit margin." By borrowing power from the head anchor, Song Chao has performed very well as a new brand, and has also accumulated a group of fans in the private domain. During this year's Double 11 period, Octagon is expected to cooperate with head anchors such as Ji Jie and Lin Yilun to let the Song Dynasty take advantage of the big promotion to go further.
As a new brand just established in April this year, Song Chao can survive on the aromatherapy track and get a good performance, in addition to the excellent quality of the product itself, octagon also mentioned some platform play and policies to bring benefits to merchants, "because aromatherapy has a strong grass attribute, the function of 'one-click sharing shopping cart' actually helped us do a lot of promotion", and because the Tmall platform strictly controls the qualifications for entry, avoiding fish-eyed beads, giving excellent new brands more room for growth.
Octagon has many years of e-commerce operation experience before serving as the store manager of the Song Dynasty, and his feelings about this year's double 11 are that "the content planting grass attribute is stronger, before it was people looking for goods, more biased to the scene, and this year is to find people, more partial to content, and then will make efforts in content operation." ”
It is also the first year to participate in the Double 11 Happiness Cake Baking flagship store, and more than 40 employees have not slept well for several days. In the 618 promotion in the previous months, less than a month after the product was officially launched, The Happiness Cake won the first place in the egg tart category.
In order to sprint to Double 11, the team arranged more than 120 cooperative live broadcasts from November 1 to 11, and the self-broadcast of the Tmall store also started on time every day. But after all, it is a new store, "when the key promotion is big, our repurchase rate is certainly not as high as the old store." ”
In order to increase the repurchase rate, Happy Cake has been distributing "large repurchase coupons" since October, reminding fans to buy double 11. "If the fans play all our activities, the original price is close to 60 yuan and two boxes of egg tarts, only 20 yuan can be bought."
For the Song Dynasty and the Happiness Cake, the journey of Double 11 has just begun.
<h1 class="pgc-h-arrow-right" data-track="118" > is growing every year</h1>
Tmall double 11 is 13 years old this year, Xi Linmen has participated in 13 years, as an old player of double 11, Xi Linmen's office is relatively quiet, all the staff are in their own workstations, step by step overtime.
This year is already the 7th year to participate in the double 11 Murong, is the person in charge of online sales of Xilinmen, has not seen the initial double 11, only heard the story of the early double 11 in the mouth of the predecessors, "at that time customer service, design, operation, warehouse delivery, a total of only three or four people, morning orders, evening delivery", this situation lasted for two or three years, 2014 began xi linmen attach importance to double 11, specially set up an e-commerce team, the next year Murong joined xi lin men, in 2016, xi lin men ushered in a big outbreak, Double 11 sales exceeded 100 million for the first time, and since then it has risen at a rate of 100% every year, and the expected target of double 11 this year is 700 million, and at least 40% of the target amount will be completed in the first wave.
The online penetration rate of home improvement has not been high, currently only 15-20%, Murong and other small partners of Xi Linmen have been thinking about new ways to play. "Like such a large piece, returns have been very troublesome, consumers will also choose not to change the mattress for this reason", Xi Linmen has been educating consumers in the past two years, cooperating with Rookie Logistics, consumers buy new mattresses, will help deal with old mattresses, the current use of this service consumers have accounted for 15%, "the future is expected to account for more than 50%."
In order to prepare for this double 11, Xilinmen has prepared 700 million goods in September to enter the rookie warehouse, "from the original promised 45 days of delivery, increased to 3 days of delivery", in addition to the "101 days free trial sleep, no reason to return", free door-to-door, free logistics, "even if the mattress is damaged, do not charge consumer money, artificial damage does not matter."
Let consumers buy mattress threshold repeatedly lowered, no worries, which makes Xi Linmen sales in these two years have a substantial increase, double 11 open 1 hour, the whole store sales have broken 200 million, mattress category sales of 175 million yuan, is the last 30 days of the average of 183 times, the craziest time, the store has 56798 people at the same time snapped up, following the first day of October 20 pre-sale after the first wave of spot sales, November 1 first wave of spot sales, Xi Linmen once again won the first place in the category.
On the other side, in the Xixi Wetland in Hangzhou, Mr. Yang's flagship store ushered in his 8th double 11. The anchors have nearly 40 products on hand, repeating "3, 2, 1, link!" The anchor on the other side is in the production area, showing the production process of twist through the camera. Tourists continue to consult the promotion of Double 11, take out their mobile phones and add their favorite products to the shopping cart.
A month ago, they moved into a new factory and had a whole building belonging to Mr. Yang's brand, the 4th and 5th floors were used for production, the 1st floor warehouse, the 2nd floor delivery, and the 3rd floor was the e-commerce department. From production to delivery, the communication between various departments is efficient.
Mr. Yang's e-commerce person in charge introduced that before cooperating with the head anchor, a live broadcast came down, and more than 1 million products they prepared were robbed. Now, catching up with Double 11, there are still four anchors in the store, and the demand for stockpiling can be imagined.
In the new factory, the e-commerce team is gathering momentum to monitor operations and check stockpiling. Handmade pastries are different from other products, many products have a shelf life of only 10 days, can not be prepared several months in advance, often a week ago to start stockpiling, to temporarily recruit a lot of workers. In the production workshop, more than 10 flavors of twist flowers are packed up, and the packaging team speeds up their hands, and after midnight, these delicacies will be loaded into the hands of buyers.
"In the past, our main consumer population was 29 to 39 years old, and now through planting grass on multiple platforms, we have developed new flavors that meet the needs of young people, and this time on Double 11, many young people of 18 to 24 have become new fans of the brand, and the planting of grass on various platforms has finally become an order for Tmall." The head of e-commerce said that these goods are simply not enough to sell, and the annual double 11 sales are growing, this year's stock is 20% higher than last year, and it is expected that the entire November will increase by 80% compared with October sales.
<h1 class="pgc-h-arrow-right" data-track="119" > third-party institutions to expand enrollment</h1>
Last night, Pan Silver Culture was in 20 live broadcast rooms in Hangzhou's Yuhang District, while waiting for Double 11. As a broadcast agency, they broadcast live broadcast rooms of procter & Gamble, Unilever, Estée Lauder and other brands.
Ten o'clock in the evening is very critical, representing the official end of the pre-sale that began on October 20. Anchors still have half an hour to sprint, which is not only related to their live brand performance, but also to their personal performance.
Xiao Xin held a small blackboard in the live broadcast room and explained the offer to fans. She was already preoccupied with the live broadcast, and at half past nine, she heard the sound of a gong coming from the door, and unconsciously her speech speeded up, "instantly tense."
Some anchors took advantage of the gap to run out to the toilet, and then carried the empty water cup to fill it with water. "Two drinks a day." She smiled again and said, "The previous water cup was larger and could hold close to 2 liters of water, but now I dare not drink so much." "There are also anchors who don't want to waste time on the toilet, and they don't dare to drink a glass of water."
Since the end of September, Pan-Silver Culture has been preparing for Double 11, screening anchors, reserve anchors, and determining the number and content of live broadcasts. On November 1, many brands broadcast live 24 hours a day. Each live broadcast room will have 6-8 anchors, which is both a test and an opportunity.
At midnight, gongs and bells sounded one after another in the 20 live broadcast rooms. The anchors are in front of the camera, as if they will never get tired.
The same three years of operation agency Privilege, last night only 8 operation staff sat in the office overtime, there is no tense atmosphere.
Founder Nizi introduced, "This is not surprising, every year on Double 11, we have been engaged in the work of doing agency operation services for 50 stores since August and September, from title optimization to data reports, helping merchants to develop activity warm-up, promotion plans, and releasing grass planting videos. ”
This year's double 11, they will meet the outbreak with 50 stores, and the store categories operated on behalf of them cover books, food, home textiles, home textiles, home appliances, hardware and other industries, and the sales of the opening are expected to be at least more than a billion." ”
A jewelry store that cooperated, before the daily sales of more than 2,000 yuan, opened a store self-broadcast this year, the boss lady explained the professional knowledge in the live broadcast, and also launched a 9-block 9-grab welfare activity, but it was set to the welfare payment to be combined with any one to be shipped, attracting some people to watch. Last year's double 11 sold averagely, and this year set a target of 2 million.
The old staff is responsible for a large number of stores, and monitors the activity pages of more than a dozen stores at the same time. A browse down, his old god is in, not nervous, "this women's clothing store, starting in August, we have helped merchants according to inventory, popular styles, etc. to help merchants screen 4 products to hit the explosive model, after testing, 4 products are currently selling ideally, double 11 the first wave of pre-sale has sold 500,000 yuan. ”
Behind the non-nervousness is the internal strength that has been practiced for many years. "From November 1st to 3rd, we will prepare for the second wave according to the outbreak of products, followed by delivery, return, and review, and double 11 has just started."
The new brand, the double 11 as the New Year, with the mentality of fighting monsters and upgrading, planting grass, playing terriers, shuttling through the major live broadcast rooms, applauding, is their little wish; the traditional brand's double 11, more like a training ground, as if doing a stress test, to see if their own operating strategy this year works, whether the product can win the hearts of this consumer, whether the goals set can be completed beyond expectations; service providers, is the most important battle on performance in a year, can it be renewed, can attract the attention of more brands , performance these days is crucial.
I wish you all a perfect start to Double 11