How do I do promotional activities? How to form a continuous sale after activity

How does the fresh category do promotional activities? How to form the continuous sales after the activity? The five cases of this article have successes and failures, and the lesson to us is not to fight unprepared.

Taobao's poly-value as a power channel owner of the huge flow advantages, agricultural products and fresh produce in 2012 to become the fastest growing category, poly cost-effective also in 2012 began to launch local fresh channels, 2013 gradually formed, began to become a cost-effective living in the important category. At present the cost of fresh fruit category to fruits, seafood, meat mainly, the model is basically pre-sale, that is, order agriculture.

The following five cases have success and failure, the product involved in meat, seafood, fruit three categories, the model involving farmers + electricity dealers, brokers + electric business, agricultural enterprises + electricity quotient, channel Business + electric Quotient of the four models.

Case one: Suichang Pig

March this year, thousands of dead pigs drifting Huangpu River, poly-value immediately in April, Zhejiang Suichang Mountain-wide-release ecological pig pre-sale, and close to this news, put a huge publicity resources, this is the first large-scale fresh pork group purchase activities. The event by local farmers, local governments, local electricity dealers and four aspects of the joint operation: farmers to provide bulk pig, local government endorsement and administrative support, local electricity dealers are responsible for the operation, the cost of integration is responsible for integrating promotional resources. The day of the start of the event sold 6093 kg of pork, turnover of 184,559. This record in clothing and 3C products can only say general, but as fresh products, has been very good.

But this seemingly very successful classic case can not withstand the test of time, the beginning of April pre-sale of April finished delivery, and other customers received the goods, the evaluation, refunds, returns and so on, the activities of the shop from the original 4.8DSR to 4.4-4.6. Customer comments 60% for positive comments, feeling general 20–30%, feeling bad about the add, now this shop has not been found.

"Revelation" 1. Scattered farmers are difficult to control product quality; 2. Multi-party participation but insufficient cohesion; 3. Publicity to the product boast too good, consumer real consumption after the gap too big to the difference evaluation.

Case 2:4 Big Fruit

The four major fresh fruit is the May this year launched the pre-sale of fresh fruits, activities selected four kinds of quite representative fruit: Shandong Yantai Cherry, Shandong Jiaonan Blueberry, Guangdong maoming red Litchi, Zhejiang xianju myrica rubra. The focus of the event is Shandong Yantai Big Cherry, The Cherry is a new opened called "China Landmark Pavilion" Taobao C store. Mode of operation, the use of the cherry products broker + electric Trader Trader; Blueberry is a brand enterprise-"Jia Wo Blueberry" + cooperation Taobao electric business. Cherry Sales of the best, a total of more than 20,000 boxes, 2 million sales, followed by the Blueberry sold more than 2000, lychee Red Bayberry are hundreds of.

Cherry Although the record is impressive, but also after the delivery of bad luck, shop DSR from open Shop 5.0 to 4.1, the current shop still exist, the score has been under 4.0, there are about 20% of the customer gave unsatisfactory evaluation. On the evaluation, in addition to fresh products in the logistics and distribution of adverse, the taste of the product with the general fruit shop to buy almost also caused a lot of customers unhappy.

The store was taken from a local farm agent, and the local cherry also reached our fruit stalls through many channels, and the price was not necessarily higher than the Internet. Compared to cherries, blueberries in the completion of the delivery, the shop score changes little, customer service feedback is also good, mainly because of the good quality of the blueberry is a stable business for many years, and blueberries in general supermarkets and fruit stalls are less rare.

"Revelation" 1. Agricultural broker + Electric Trader Hand mode cooperation is not close, easy to one-time; 2. Product selection to do with the offline product comparison.

Case three: The BA ' An-American Nur lamb

Ba-mei Nur lamb is from the Inner Mongolia Bayan Nur sheep Enterprise, the mutton sheep company, this is a local leading aquaculture enterprises. The enterprise in the days of the cat opened flagship store, belonging to the agricultural enterprises from the establishment of the retail channel model, by a company in Zhejiang operation. Activity time is in late October, is autumn and winter, suitable for eating mutton to fill the body of the season. The pre-sale made more than 1.7 million of sales, began in November, the end of November, the basic completion of the delivery, in the user's comments although there are some bad reviews, mainly concentrated in the express, and no publicity so good, but the final shop score of about 4.7, good performance. At present, the store has formed a continuous sales, the main product to maintain a monthly sales of 200-500 pieces.

"Revelation" 1. The quality of the leading agricultural enterprises has been stable for many years. 2. Agricultural enterprises to build their own channels to ensure the long-term store and more sense of responsibility.

Case FOUR: Double 11 seafood

This is the double 11 this year the biggest action in the fresh: Alaska seafood pre-sale. Activities are pulled to the U.S. Agricultural Department for its yell, the main product is Alaska cod and king crab, by Alaska old American fishermen for your fishing. The product has the gimmick, the quality has the safeguard, the Government has the support, has rammed the foundation for this activity. The activities of the operation by the two operating seafood cat shop is responsible for, they have many years experience in aquatic seafood business importers and distributors.

The event achieved a good record, the sale of which of the cod to create 2.7 million of the sales, and in the completion of the shipment, the store rating still maintain a high score of 4.8, this is not easy for the fresh electricity business.

"Revelation" 1. High-end imports of the sea product quality is stable, and offline channels of such products are not more; 2. Traditional fresh-source channel business transformation, industry experienced and responsible for their own brand.

Case five: Orange Willow Peach

Chu Orange refers to the former tobacco king Kingkian 75-Year-old again pioneering in Yunnan species of oranges, Liu Dao is Liu Lenovo's Jia-wo agricultural investment in a Kiwi orchard. The activity of the trader is fresh electricity business "original life." Originally life last year, the successful operation of "Chu Orange Capital" in the battle, this year with the peach, naturally handy.

The event followed a double 11, which began selling on November 14, with more than 5 million sales in three days. November end of the beginning of shipments, December to complete the delivery. Customers after the arrival of the comments more positive, but there is a certain proportion of the difference assessment. The current store DSR rating of 4.5-4.7, is a mixed sadness.

"Revelation" 1. The media electric business originally lives to move to gather the cost, a good marketing one has the flow, has brought the huge sales to the activity; 2. Deficiencies: Excessive marketing to consumers caused by excessive psychological expectations, the completion of sales links after the score drop.

Summary

Poly-cost can be a living for fresh electricity to bring huge traffic, do a good job of product description and publicity can improve conversion rate, the flow into sales. But the ultimate goal is to get consumer recognition and to form a sustained sale. Therefore, the following points must be done:

1. Choose high quality and stable source products, and have some advantages over offline channels;

2. Electric trader must and the source of agricultural enterprises and farmers to form a strong cooperation, is one of the best, not a must have effective means of bundling benefits;

3. Publicity, moderately exaggerated, do publicity at the same time do a good service, do not finish the activities, the shops also smashed.