手机皮套保护套项目天猫淘宝营前策划中英文.docx

一、产品策略主要从既有库存产品和新增产品挑选，前期上架现有库存产品为主，之后逐渐向新品过渡，以不断更新新品迎合产品的市场需求和提升网店活性。初期产品上架计划：70款产品分为七批上传，每批十个，七天刚好一个上下架周期。经与美工部沟通-确定：产品拍摄和ps处理分别安排为周一周二整天。mainly from the existing inventory and new products product selection, early on existing inventory products, then gradually transition to a new product, to constantly update new products to meet market needs of products and promote online activity. initial product shelf plan: 70 product is divided into seven batch upload, each group of ten, seven days just a rack up and down cycle. determined by way of communication with the ministry - : product film and ps processing respectively arranged for monday and tuesday all day.选款1、产品定位 16-24岁的学生群体，受众关注度高、更换频率较高、市场体量大、传播速度快，有很大的市场潜力，学生群体主要对产品追求单价低、款式新、可爱清新、颜色丰富等特点；缺点：低端手机或其他品牌机型用户多。product positioning 1) 16 - to 24-year-olds student groups, high audience awareness, change frequency, large market size, speed, have a very large market potential, students mainly pursuit of product unit price is low, the lovely and new design, pure and fresh, rich color and other characteristics; weakness: the mobile phone users low-end models or other brands. 25-30岁的年轻上班族是购买主力，受众购买力强、审美稳定，主要追求轻而薄、大方精致、简约风格的产品，对产品质量要求较高，所以此类产品以精品为首选；(2) 25 to 30 years old of young workers is our main purchasing power, these purchasing powers are very strong, these people have stable aesthetic, main pursuit of favorite products are light and thin, easy delicate, contracted style , the demand of product quality is quite high, so selected products with high-quality goods are preferred; 35-49岁中年商务人士，主要是商务风格产品，其中以ipad套和键盘等配件需求较大。因此，我们要针对各个细分人群打造更精准的营销推广和渠道分销策略，产品以卡通人物风格款、日韩清新款、简约纯色、透明款、折叠便携功能款为主打，商务、欧美风格、中国风等其他为长尾辅助；(3) 35 to 49 years old middle-aged business people, mainly business style products, of which the ipad cases of keyboard and accessories are the main demand. we need to segment the crowd to make more accurate marketing and channel distribution strategy, products style main towards to japan and south korea in the style of cartoon characters, pure and fresh, simple pure color, transparent, and to give priority to dozen folding portable function, business and euramerican style, chinese style and other auxiliary for long tail (the long tail theory (the long tail) is rising in the network area a new theory, put forward by american chris anderson. long tail theory is that because of the cost and efficiency factors, when the flow of goods store display space and channel wide enough, sharp decline in commodity production cost that the individual can undertake production, and sales cost sharply lower, almost any past seemingly very low demand products, as long as there is sold, someone will buy. the demand and sales volume is not high product occupied market share together, can be compared with those of mainstream products market share is even greater.)2、手机套材质以tpu、金属为主，pc塑料、硅胶为辅助；ipad套以仿皮为主，pc塑料、tpu、塑料为辅；2. mobile phone cases of material is given priority to the material with tpu, metal, pc plastic, silica gel as the auxiliary; the ipad case is given priority to the imitation leather, pc plastic, tpu, plastic as the auxiliary; 3、手机套单品价位分为9-39元、40-60元两个区间，占比为7比3。ipad套价格以10-30元、31-60元、60-100元、100以上四个区间，占比为1：2：5：2。前期工作重点在低价拉销量和人气，挑选3-5款为主推产品引流，带动整店销量。3.mobile phone cases of the item price is divided into 9 - 39 yuan, 40-60 yuan two intervals, proportion for 7 more than 3. the prices of ipad is from 10 to 30 yuan, 31 to 60 yuan, 60-100 yuan, 100, four ranges, proportion of 1:2:5:2. the early job is mainly focus on low sales and popularity, choose 3 to 5 main products for drainage, drive the whole shop sales. 4、适用机型以iphone5、ipad、ipad mini、samsung系列为主，再扩充周边套件，包括移动电源、耳机等丰富产品线；4.suitable model with the iphone 5, the device, the mini, samsung series is given priority to, to expand the surrounding suite, including mobile power supply, headphones and other rich product line, 5、差异化。淘宝同质化产品太多，通过对关注度高、销量大的同行产品热销的共通点为参考标准去了解市场需求和选款，所以上线产品的卖点、风格、价格等既要迎合大众审美，又要区别于同类产品凸显差异化。5.differentiation. taobao too much homogeneity product, through to the high attention, big sales counterparts products sell like hot cakes in common as the reference standard to understand market demand and choose, so online products selling point, style, price, etc. to cater to the mass aesthetic, and to distinguish it from similar products differentiation.定价pricing 产品定价必须具有灵活性，除了常规产品，其他产品可根据运营需要即时调整产品价格，不应有特定的设价标准。product pricing must be flexible, in addition to conventional products, other products can adjust product price according to the needs of operation, should not have a specific standards set price. 1、常规款：进货成本+利润+基础运费利润空间可由公司确定，如10元，如果进货成本为3，常规价即是19元（3+10+6）；1, regular: purchase cost + profit + freight profit space can be determined by the company, such as 10 yuan, if the purchase cost for 3, regular price is $19 (3 + 10 + 6); 2、引流款：选用5-10款优势新品或检索量大，关注度高的产品，降低售价，提高用户点击率，可结合官方活动、买赠送礼、套餐促销等吸引流量。降价程度以进货与运费的基础上自由调整。2, drainage: choose 5-10 of advantages of new products or retrieval quantity is big, the product with high awareness, reduce costs, improve user clicks, can be combined with official activities, buy given gift, package promotion to attract traffic. price level in order to replenish onrs stock and freight on the basis of free adjustment.3、活动款：以活动规定或自设优惠程度调整利润空间，得出的定价。 天天特价活动：通常是30天以内最低价，根据淘宝官方活动再进行相应打折，（eg1：自选8折优惠，即常规价*80%）；（eg2：自选10元包邮，即产品价格定为10元以下包邮出售，如9.9元包邮）；因此，如果做8折优惠活动又要保持利润，必须提前发布预备活动产品，定价高于常规价格20%或以上。建议折后可以保证利润自由定价。3 activity: bases on the activity regulation or our own preferential adjustment profit space, to decide on the pricing. (1) special everyday activities: usually is the lowest price within 30 days, according to taobao official activities and then to the corresponding discount, (discount eg1: cohort and the regular price * 80%); 10 yuan (eg2: customize package mail, that is, product price was under 10 yuan package mail for sale, such as 9.9 yuan package mail); therefore, if want to maintain profit, do 8 discount activity and product must be issued in advance to prepare activities, pricing is higher than conventional prices by 20% or more. suggest discounted free pricing can guarantee profits. 限时特价：单个时间段限时/限量低价促销，可能0利润，也可能会稍低于成本价。设定特价折扣和活动持续时间，促销结束自动恢复原价。(2) timed specials: a single time period/limited low price promotion, may be zero profits, may also be slightly lower than the cost price. set special discounts and activity duration, the promotion end automatically restore the original price. 4、爆款：以最低价格做引流的定价。定位可达到的最低定价，可根据需要调价、推广等运营策略，结合天天特价、限时特价打造爆款。4.blasting: at the lowest price for drainage of pricing. positioning can achieve the lowest price, can according to operation strategy needs, pricing, promotion and so on combining with daily specials, timed specials make detonation. 5、天猫定价：天猫运营成本高于c店，3c配件类目天猫成功交易每笔需缴纳产品销售额（不含邮费）2%的服务费率，同时包括无理由退换货、正品保证风险等客户服务成本，所以天猫产品定价为：进货成本+溢价+平台成本+售后成本。5.the t-mall pricing: t-mall operation cost is higher than c shop, 3 c accessories category successful trading day cat must pay per pen product sales (excluding postage) 2% service fee, and there is no reason to return, including authentic guarantee customer service costs, such as risk, so the day the t-mall product pricing for: purchase cost + + platform + after-sales costs at a premium. the improvement of the product information and upload. perfect product base data, including: (1) basic parameters of products, such as brand, model, material, suitable model, origin, color, style, price, etc. (2) the product main picture, select and produce the main picture, background, label, etc. (3) details design templates, improve the product description, such as product introduction, product selling point, features, functions, advantages contrast (graphic); (4) the product will figure, including product detail, homogeneous product contrast figure, using illustration, figure accessories figure, logistics packaging, etc. (5) return clause captions, etc. 6, warehousing, certificate will figure. 3, taobao shop to determine c store style, choose and buy taobao function module, the layout optimization, the layout page advertisement and poster design and production, based on user experience and promote the preliminary perfect online store. 4, sorting and produce packets and upload products. 5, perfect recommendations related to the product matching and make related