【双11】店铺流量渠道运营计划

双十一活动流量分解和销售、费用对比表,,,,,,,,,,,,,,,,

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双十一

活动流量",阶段,,指标,流量,费用,加入购物车率,加入购物车量,收藏率,收藏人数,,,,,,,

,预热流量（平均）,免费流量,淘宝搜索,60000,,10%,5000,9%,2250,,,,,,,

,,,天猫搜索,80000,,12%,9600,10%,8000,,,,,,,

,,,类目流量,10000,,12%,1200,15%,1500,,,,,,,

,,,淘宝其他,50000,,10%,8000,8%,6400,,,,,,,

,,付费流量,直通车,50000,50000,10%,5000,10%,5000,,,,,,,

,,,钻展,30000,20000,10%,3000,10%,3000,,,,,,,

,,小计,,250000,"70,000",,,,,,,,,,,

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,"双十一当天

(可控流量)",,指标,流量,费用,预估转化率,销售分解（万）,指标,目标,,当天总销售目标是800W，下表数据是按主推品占总销售的80%来计算的。,,,,,

,,免费流量,淘宝搜索,300000,,6.00%,180,销售目标,35000000,,,,,,,

,,,天猫搜索,180000,,7.00%,378,转化,6.00%,,,,,,,

,,,收藏夹,40000,,9.00%,108,客单,300,,,,,,,

,,,购物车,100000,,10.00%,300,流量,2000000,,,被芯,50200,28.38%,1158964,26.34%

,,,老会员,50000,15000,15.00%,225,订单,96000,,,套件,87000,49.19%,2294610,52.16%

,,,类目流量,30000,,6.00%,54,件单价,280,,,婚庆套件,14667,8.29%,514780,11.70%

,,,会场流量,400000,,7.00%,840,销售件数,125000,,,,,,,

,,,站内其他,50000,,6.00%,90,,,,,,,,,

,,,小计,950000,,,,,,,,枕芯,15000,8.48%,276240,6.28%

,,推广流量,直通车,100000,200000,4.00%,120,,,,,,,,4244594,96.48%

,,,钻展,100000,150000,6.00%,180,,,,,,,,,

,,,淘宝客,50000,,10.00%,150,,,,双十一主推品UV需求,176867,,,,

,,,小计,250000,,,,,,,当天订单数,#REF!,,,,

,,小计,,1200000,"365,000",,2625,,,,转化率,#REF!,,,,

,,,,,,,,,,,客单价,#REF!,,,,

流量缺口,双十一当天流量需求,,,1200000,,,,,,,,,,,,

,流量缺口,,,350000,,,销售缺口（万）,850万,,,,,,,,

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流量补充计划及费用,,,,,,,,,,,,,,,,

流量补充,聚划算流量，淘宝站内其他，站外等,,,,,,,,,,,,,,,

双11推广费用及计划表,,,,,,,,,,,,,,,,

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双11推广费用分解,预计总费用,日期,直通车,,钻展,,费用合计,,,,,,,,,

,243万,10月20日,30000,,10000,,40000,,,,,,,,,

,,10月21日,30000,,10000,,40000,,,,,,,,,

,,10月22日,40000,,15000,,55000,,,,,,,,,

,,10月23日,40000,,15000,,55000,,,,,,,,,

,,10月24日,45000,,20000,,65000,,,,,,,,,

,,10月25日,45000,,20000,,65000,,,,,,,,,

,,10月26日,50000,,25000,,75000,,,,,,,,,

,,10月27日,50000,,25000,,75000,,,,,,,,,

,,10月28日,55000,,30000,,85000,,,,,,,,,

,,10月29日,55000,,30000,,85000,,,,,,,,,

,,10月30日,60000,,40000,,100000,,,,,,,,,

,,10月31日,60000,,40000,,100000,,,,,,,,,

,,11月1日,70000,,50000,,120000,,,,,,,,,

,,11月2日,70000,,50000,,120000,,,,,,,,,

,,11月3日,70000,,60000,,130000,,,,,,,,,

,,11月4日,80000,,60000,,140000,,,,,,,,,

,,11月5日,80000,,80000,,160000,,,,,,,,,

,,11月6日,80000,,80000,,160000,,,,,,,,,

,,11月7日,80000,,80000,,160000,,,,,,,,,

,,11月8日,100000,,100000,,200000,,,,,,,,,

,,11月9日,100000,,100000,,200000,,,,,,,,,

,,11月10日,100000,,100000