d11竞争对手评论

D11CompetitorreviewCatchthetrend:YoungshoppersandmalegroomingCompetitorsattractyoungconsumersbyleveragingcelebrities“YANGYANGBUNDLE”isedbyfans*SOI:Taobao数据魔方HowrejoicetoleveragecelebritytoattractyouthCelebrityrelevantpremiumsCelebrityhighlightsonproductcontentpageandpromotionbannerIntegratedpromotiononsocialmedia:celebrity’saccount;fans’websitesYouthfullanguagetocommunicateviasocialmediaPRevent(noevidenceinRejoyce’scase)PictureevidenceforindicationsCelebrityofficialweiboFansgroup小鲜肉wechatclipOfficialweibogained10W+reposts*SOI:Weibo,Weixin,TaobaoIndicationstoattractyoungconsumersbycelebrityUsecelebrityrelevantpremiumstoattractfansLeveragefansgroupstopromotenewsviasocialmediaIntegrateallsocialmediachannelstoenlargevoicefacilitatethecommunicationbyusingyouthfullanguageGoldenrulestoattractyoungersUsingyouth-targetingcelebritiesiseffectiveforattractingyoungconsumersSpeakingyounglanguagefacilitatescommunicationbetweenbrandsandyoungconsumersSocialmediawebsites,likeTieba,arechannelsthatbrandscanleveragetoconvertfanstoshoppersCompetitorsaretryingtocatchthemangroomingtrend*SOI:Taobao数据魔方HowcompetitorsattractmaleconsumersExclusivemalesectiononD11UnisexproductEnhancedsearchingkeywordsMalefunctionsMaleexclusivePageMaletargetingproductcontent*SOI:TaobaoIndicationsTaobaoisapromisingplatformtodevelopmangroomingDesigningD11CampaignsformaleconsumersisnecessaryProductnameshouldbeoptimizedtogainmalevisitorsbysearchingTheexclusivesectionformaninthestoreisnecessaryPlaydifferentstrategyondifferentchannelswhyCustomersethisstrategyPreventbrandsfrompetingondifferentplatformsTwostrategies（NEEDSALESDATATOPROVETHESUCCESS)DifferentvariantSamevariant,DifferentbundlesThesamepriceThesamevolumeDifferentvariantsDifferentpremiums(drivingpenetrationVSdrivingsales)ThesamevariantDifferentvolumeDifferentpriceDifferentfunctionalpremiumsNewlaunchontmall,regularlunchonJDNewproductsduringpre-saleRegularportfolioonJDNeedfurtherdata3waysdifferentiatestrategiesondifferentplatforms1.Differentvariantswithdifferentpurposepremiums2.Withsamevariants,usingdifferentbundlesanddifferentprice3.Tmallismoresuitablefornewlaunch;whileJDismoresuitableforregularlaunch(TBC)Packageisanefficient&effectivetouchpointtobuildbrandBrandscanreachenormousnumberofconsumersbypackages3,570,000PackagesUnileverperYEAR20SecondsOpeningpackages*SOI:Tmall数据魔方Competitorsuse3waystooptimizethisconsumerexperience1.Brandingboxesandpackagingmaterials2.Brandengagingandfunctionalpremiums3.InsightfulcardsandflyersResult:positiveconsumerreview(wordofmouth)*SOI:TaobaoGoldenrulesCustomizedboxdesignProblem-solvingpremiumsCommunicationcardorflyersfornew-launchorrelaunchBrandengagingpremiumsBrandingonTHEpackagingmaterialsBrandnameboxFlagshipstoreexclusiveboxBrandingoncushionpaperandpackageopenerscomments：严实，精美，不漏液result：goodbrandimage,repeatintentioncomments：considerateresult：goodbrandimage,pleasureexperienceSuccessfultrial:SeparatingpumpandbottleisedbyconsumersWininCRMtodriverepeatTextPROMOTIONgainedrepeatrateanddrivedsales2014D112015D11Exposure922,8608,324,229Conversionrate3.9%5.45%Repeatrate13.3%15.51%Out-reachmethod定投针对不同人群分层定投Drivingsales1735WTBCROI39.76%TBC*SOI:Tmall生意参谋RedpocketsandcouponsconvertedmorepotentialconsumerstopurchaseTimeTargetinggroupsUsagerate/quantityDrivingsalesRedpockets32%/32W375W预热加购、收藏within30days￥10Coupons预热4.7%/100W587W流失、死亡用户*SOI:Tmall生意参谋Sampleswithgoodperformance1、多芬双11预售快人一步！尖货0元购再享满减，预付10元抵15元，更有香奈儿钱包免费拿！+landingpage(ROI11.82%成功率0.60%）分析：品牌是多芬，针对购买多芬用户人群、目的明确，在于让用户下定金，利益点是0元购和定金膨胀，有惊喜，香奈儿钱包免费拿！短链、用户点击直达预售单品。2、双11，0元抢光联合利华，加购收藏免费抽超值好礼100%有奖，10元无门槛优惠券点击领取！+landingpage（ROI88.4%成功率3.55%）分析：针对流失、死亡客户，直奔双11主题、爆出10元无门槛优惠券及领取地址。3、联合利华邀您再度相约双11，零点0元购，买60返60，iwatch、Dior香水等你来抢！+landingpage(ROI229.31%成功率8.58%)分析：以往双11购买人群，已经对品牌产品、双11主题活动在认知上达到了成熟的阶段，已集团品牌打头，配以拟人“相约”口吻，道出亮点0点0元购，买60返60，配以惊喜赢iwatch、Dior香水GoldenrulestodelivergoodcrmTEXTREDPOCKTSCOUPONSClearpurposetoconvertdifferentconsumergroups:remindingcontenttoactiveusers;usingpromotioncontenttoinactiveconsumersMust-haveelements:brand+beneftincentive+landingpageTomatchwithpromotiontimetoreachthebestimpact:broadcastingperiod;add-cart&wishlistperiodCouponwithlimitisgoodforraisebasketsizeandawake“silentusers”Instantcouponswithnolimits,matchingwithzuanzhanpromotion,isgoodfordrivinginstanttrafficandsales.Customerservicegainedimprovedperformance/isadirectwaytocommunicatewithconsumers2014D112015D11Customersserved26W43WSalesbyCustomerservicerate8.3%9.22%Call-inconversionrate3.3%4%Averagerespondtime73S79S*SOI:Taobao赤兔名品LearningsfromD11Toenhancetheefficiencyofcustomerservice,mechanismshouldbeclarifiedandhighlightedonthestorepage.(thisismoreimportantduringbigactivitieslikeD11,becausequestionsaremostlyaboutmechanism)Tobettercommunicatetheproductinformationwithconsumers,brandsshouldprovidetaobao-friendlywordinganswerstocustomerservicePerfectcooperationandbackupfromtheend-serviceteam(baisonlogisticsinthiscase)isimportantduringbigactivitiesRawdataRAWDATA:CRMperformance-短信2014.D11期间2015.预售2015.预热2015.11.11当天2015D11total发送CRM条数922,8602095771417542220530368,324,229触达人数（UV）681,26320957712,639,94620530362,639,946转化率3.9%0.52%1.35%3.73%5.45%使用软件数云数云投放方式定投活跃、沉默、流失、预售分层定投分层定投分层定投复购率（F≥2

会员占比）13.3%（截止2014.11.30）15.51%（截止2015.11.30）rAWdata:CRM-红包、优惠券需要知道双十一期间发了多少几波红包、优惠券，效果是怎样的红包时间数量使用率定向方式drive销量支付红包第一波2015.10.221000005%通投528934.45店铺红包第二波2015.11.0112169317%30天内收藏商品的客户812766.02店铺红包第三波2015.11.0820000041%；8200030天内加商品到购物车的客户2933421.85优惠券时间数量使用率定向方式drive销量10元无门槛优惠券2015.11.0610000004.7%流失、死亡用户5866885.74100元无门槛优惠券2015.11.1180099%通投98675.67Rawdata付宝口令红包22号开始发放口令红包，当天淘内免费流量达到峰值，效果明显，引流效果一直持续到10月25日。RAWDATA:HighperformancesampleUL

定义发送数量购买人数成功率花费成交金额ROI预售活跃前160天到前1天购买的人群27338416520.60%13669.2161607.2311.82933414730.51%4667.0553256.6411.411404136860.49%7020.6561857.828.811684965670.34%8424.853189.996.31沉默前280天到前161天购买的人群1725956130.36%8629.7556189.696.511216163690.30%6080.8410146.741210473860.32%6052.3532269.35.331480003000.20%740026177.23.54流失前540天到前281天购买的人群32428115420.48%16214.05153384.629.461048305180.49%5241.56451012.311260505380.43%6302.545469.667.211714753290.19%8573.7529656.593.46预售往年购买预售的人22%6512.15319930.7949.13预热活跃前160天到前1天购买的人群62730926220.42%31365.45224572.537.16沉默前280天到前161天购买的人群43099010400.24%21549.593286.234.33流失前540天到前281天购买的人群80751532660.40%40375.75310365.647.69死亡540天之前购买的人群60524513810.23%30262.25126797.964.19预售今年双11购买预售产品的人群7591310811.42%3795.6593761.7824.70优惠券流失客户964761342623.55%48238.054264268.6688.40死亡客户663689128601.94%33184.451602617.0848.29正式活跃前160天到前1天购买的人群611342196043.21%30567.12359415.2277.19沉默前280天到前161天购买的人群43909394522.15%21954.651104251.5150.30流失前540天到前281天购买的人群722045225253.12%36102.252792544.5177.35预售540天之前购买的人群117010109549.36%5850.51445753.54247.12双11以往双11购买人群163546140328.58%8177.31875135.77229.31预售期往年购买预售的人群的ROI较好，接近50，其次是活跃人群；预热期针对流失、死亡客户发送10元无门槛优惠券，表现良好，ROI达88；正式期往年双11购买人群的表现最佳达247.RAWDATA:Goldenrules一、关于红包的总结1、目的明确：双11期间一共发放三波红包，第一波支付宝红包目的在于外围的传播，第二波目的在于唤醒收藏人群，第三波侧重唤醒加购人群。2、节奏有效：双11期间的动作需要与官方节奏吻合，预售期间的预售产品是无法加购的只能收藏、预热期间是可以同时收藏和加购的，因为11.01针对最近30天收藏用户发送红包，1108针对收藏加购人群发送红包二、关于优惠券的发放总结1、唤醒流失、死亡用户：限制性优惠券的普遍意义是提高客单价，提升转化率。11月6日我们为了不降低活跃期用户的客单价，同时为了唤醒流失、死亡用户，针对这部分用户发送了10元无门槛优惠券，表现良好。2、配合钻展有效引流：11月10日下午店铺紧急调整，店铺爆出100元无门槛优惠券，同时钻展配以相应钻展，在11月10日晚上22:00-24:00进行集中投放，钻展素材点击率达