Model essay on e-commerce marketing scheme
Since lovo, the e-commerce brand of Luolai, was launched on 12, it has become more and more urgent to make its own brand voice. Lovo is a younger and more fashionable American-style home textile brand, which needs to attract its younger users in Taobao. Through cross-border cooperation with Tusky cartoon characters and continuous 1 month marketing activities, Tusky series ranks first in the world, with 100 minutes 1000 sets, 74 hours 1000 sets and 80 hours 1000 sets sold out.
The rise of LOVO brand itself also contains a certain spirit of struggle. This is consistent with the spirit conveyed by Tusk itself. Furthermore, LOVO emphasizes freedom and individuality, which is consistent with Tusky in brand concept. The whole marketing activity can be divided into three main points:
1) Highlight the image. A few years later, Tusk's image has been silent, so the action video of netizens imitating Tusk was discovered, re-integrated and spread. In addition, the launch of new products also took advantage of the marketing momentum of Mid-Autumn Festival. The marketing team took a creative video to warm up. In the video, a girl dressed as Chang 'e appeared in the subway with it in her hand. Moon rabbit? It's Taskey. Through these two points, Tuschi's memory in people's minds was awakened.
2) Create a topic. Stop the operation? Wake up? Not enough, are you? Chang 'e? After appearing in the subway with Tusky, the activity was upgraded to event marketing, and the topical Chang 'e theme was implanted. Being photographed by a wretched man, the video caused another round of spread on the Internet. At this time, the flagship store of Luolai Home Textiles has started the preheating of ten limited-edition new products at the same time, attracting the store's collection.
3) Brand exposure. Brand information was not disclosed during the activity stage until? Chang 'e? Brand information only appears in the third video in the series. After that, Taskey's Happy Decompression Sports Video was broadcast, and a large number of Taskey's classic facial expressions and movements were spread in the form of real-life deduction, including a large number of LOVO brand exposures. At this point, the marketing effect reached its peak, and SNS channels such as Sina Weibo Redskins and WeChat official accounts forwarded a large number of topics. According to statistics, Chang 'e? Three videos of this series were broadcast, covering 900,000 people.
Model essay on e-commerce marketing planning Part II
First, the background of opening an online store
With the rapid development of e-commerce, online shopping has gradually become a fashion, and Taobao provides us with a convenient and fast shopping environment. 20xx65438+10.3, the data released by Taobao shows that the daily parcel volume of Taobao and Taobao Mall has exceeded 8 million pieces, accounting for nearly 60% of the total parcel volume of the whole express delivery industry. 20 1 1, the total number of brands in Taobao Mall reached more than 70,000, more than double that of the previous year. In addition, the Taobao open platform, which has been fully opened since 2009, has opened 300 API interfaces in more than two years, with a total of 273,000 cooperative independent software developers. By the end of 20111.30, Taobao had helped 2.463 million people achieve direct employment.
Thus, the spring of online shopping in China has arrived, and its development prospect is very broad. These online shopping platforms also provide personal online shop platforms, which are free of charge, making it more convenient for college students to open stores online. 20 12 at the beginning of the spring festival, I registered my own Taobao shop on Taobao, named it? Liu Limei's wardrobe? Give yourself more opportunities to learn and practice.
Second, the basic introduction of personal online shop
(1) business direction
The store category of Liulimei Wardrobe Store is clothing accessories/bags/shoes and hats, which mainly deals in Korean clothing and trendy casual shoes for men and women. During the operation of the online shop, exquisite ornaments were added. As for the source of goods, because I am currently at school and my economic resources are not sufficient, I chose the way of selling products on a commission basis. Men's wear and women's wear are imitation clothes, which are directly supplied by manufacturers in Zhejiang and Guangzhou. Compared with the market price, the price is relatively low, mainly by means of small profits but quick turnover to repeat customers. Jewelry from Yiwu, Zhejiang factory direct supply, low price, good quality, high cost performance.
(ii) Target groups
The main customer base of the store is 17? Young people around the age of 30, mainly students and people who have just started social work, like and have time to surf the Internet, but most of them are not independent or completely independent. This group of people's pursuit of clothing standards is mainly in fashion and freshness, and they are the fastest group to change clothes. They have a certain understanding of brands, but most of them can't afford to buy brand-name clothes, which are the target customers of our online shop. Therefore, I seize the psychological factors that consumers like online shopping and are willing to buy goods with high cost performance, adopt certain strategies in product pricing and publicity, regularly formulate some special products and open online shop sales.
Third, the marketing purpose
In order to better meet the needs of consumers and provide them with quality services. At the same time, it also promotes online stores to improve their visibility; Improve the sales and traffic of online stores. Make every effort to build a good website and carry out marketing promotion.
Fourth, market analysis.
In online Taobao shops, the goods sold are divided into two categories: physical goods and virtual goods. I now take Taobao as an example to analyze some online commodity sales markets from several aspects.
(A) Analysis of the scale of competition
Physical goods, mainly clothing, ornaments, digital appliances and beauty products, should be said that everything people need in life, except drugs and dangerous goods, can be sold online. In the Taobao survey, taking clothing as an example, women's clothing is the most sold by merchants, with great homogeneity, great price fluctuation and extremely fast product update, which requires the cooperation of logistics and the influence of geographical factors on freight prices, so characteristics are particularly important. The brand, quality and price of products are the biggest factors that consumers consider. To this end, I take small profits but quick turnover as marketing means to ensure quality and improve the cost performance of goods.
Virtual goods, mainly top-up goods, do not need delivery, and the price difference is small. Basically, dealers set prices, and prices fluctuate at this level. However, to sell virtual goods, you must join the Consumer Protection Association and Ghana's thousand yuan deposit to achieve the purpose of protecting consumers. Therefore, the investment in selling virtual goods is large, but the risk is small and the competition is relatively small.
(2) Market demand analysis
According to survey statistics, young people aged 18 to 35 account for a large proportion of consumers who shop and browse goods online. From the age analysis, the consumers are mainly students who have no income, and young professionals whose income does not want to be stable. To this end, the goods sold should be what they like and need. The goods I choose to sell are like this, including fashionable hanbok, fashionable accessories that are easy to match, and sweet and super dynamic clothing accessories; There are not only work clothes suitable for the workplace, but also fashionable T-shirts and denim clothes suitable for students around the age of 20. According to the analysis of consumption level, the price should be lower.
(3) operational risk analysis
At the beginning of the store operation, I mainly sold the goods on a commission basis, and the manufacturers delivered the goods, so there was no inventory backlog and the risk was relatively small. An unrecognized new online shop and brand is not well-known and lacks innovation ability. Need to run in, sales channels have yet to be established. In particular, online stores that have just started to operate have a low reputation, and customers are afraid to buy goods in such stores. So in terms of sales, you may have to struggle.
Verb (abbreviation of verb) specific marketing strategy
(A) pricing strategy
In today's society with the rapid development of e-commerce, the homogenization of goods is very serious and the competition among merchants is fierce. In pricing, I mainly adopt the strategy of small profits but quick turnover. For new products and fashionable products, I will take the way of discount promotion. The comparison between the original price and the current price will attract many consumers. For goods with few merchants but good styles, I will set a lower but not the lowest price in the comparison of commodity prices. In my online shop, there is a special area that regularly launches several special products with prices close to the purchase price, so as to improve the ranking, increase the search volume and promote sales.
(B) product strategy
What I do is imitation clothes, the brand is my disadvantage, and the price and quality are my advantages. Compared with the brand goods with the same style and quality, the price is quite different. Among consumers, some people are willing to spend hundreds of dollars to buy a brand of goods, pursuing the psychological satisfaction brought by the brand and the quality brought by the quality; There are also some people who do not pursue brands, but pay attention to quality and style, and pay more attention to cost performance in price selection. This is our target sales group. Our goods, in the same price of goods, the quality is relatively good, in the same quality products, the price is lower, which has certain advantages. Of course, the price and quality of the products we have experienced are also graded. Some products with relatively low cost performance are priced around 20 yuan, with average quality, and some products with very good quality and relatively high price can be selected by consumers with different eyes.
(C) online shop promotion strategy
1. The online store regularly launches several special items with low prices, but the styles are better and the quality is better, which mainly focuses on the sales of goods, creating a good reputation of the store for paying attention to quality and low price.
2. During the festival, the whole store will promote sales and the price will be lowered. In the comparison between the original price and the current price, the price difference is used to attract consumers' attention, and at the same time, several activities such as postage, freight reduction or small gifts are launched to maximize the benefits to consumers, thus promoting sales and opening up markets.
3. Publicize your online shop and competitive products in the shop on QQ, Taobao Forum, Sina Weibo, Renren.com, Sina Weibo, well-known seller communities and other major websites, so as to increase the exposure and search volume of goods, thereby increasing the flow of shops and promoting sales.
4, store decoration, to create a consumer's favorite color and style characteristics, such as men's wear with black, gray, blue tones, the page should be simple and generous, try to reduce lace decoration; Korean costumes are mostly sweet and fashionable styles. My shop is decorated with pink as the basic color, adding beige and purple to make the page more beautiful.
In addition, in the introduction of the baby, in addition to the wearing effect diagram of the goods, we also need to add some matching effects of different clothes, highlight the effects of different matching, and match more changes to attract consumers' attention. Also pay attention to the shooting of detailed pictures, so that consumers can understand the quality and fabric of goods and increase their persuasiveness; Increase the introduction of product size to make the performance of products more intuitive.
Product title, increase keywords, increase search volume, highlight product characteristics and optimize title.
5. Join the Consumer Protection Association and return the goods within 7 days to improve the ranking of stores and search volume.
6, improve word of mouth, word of mouth is one of the keys to store development. Therefore, we can use relatively small virtual goods in competitive sales to increase the credibility and improve the ranking of stores.
7. Control the shelf time of goods, choose the time when there are relatively many people surfing the Internet, such as 3-5 pm and 7-9 pm, and increase the search volume.
Conclusion:
In the online marketing process of online stores, I am constantly improving and summarizing, making progress and developing. I hope you can witness the development of the store with me. Store website: xxxxxx
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