In fact, there is no essential difference between e-commerce and traditional businesses, such as store merchants. They are all to meet the needs of users and provide the services and goods that users need. It's just that e-commerce means e-commerce, that is, the difference between the same store business is the form of using the Internet to carry out business activities.
.According to the results of several seckills of large domestic e-commerce websites, it can be found that after the flood of seckills, the motivation of consumers to participate in seckills has become more and more clear and direct. Wait for the start, swipe the page, click to buy, and see if Successfully place an order, successfully pay, and fail to leave. Judging from the background data, the instantaneous UV did grow linearly at the beginning of the seckill, but the transactions it brought were not many, and the associated consumption brought about by the high popularity that many planners expected was not obvious.
The essence of "seckill" marketing is a limited-time low-price promotion. Its combination with the Internet creates price value, time value and entertainment value for customers, and also creates visit value and advertising value for companies that provide "seckill" product marketing. , bundle value, profit value, and storage value. In order to manage the value of "Seckill" marketing, enterprises must comprehensively use a variety of marketing tools to reduce customers' perceived risks as much as possible and create greater perceived value for customers. The essence of "second kill" marketing is a kind of limited-time snap-up and ultra-low price promotion, and its combination with the Internet makes it an eye-catching advertisement and creates user value with a wide audience base.
The gameplay of seckill is different from group fights and price bargaining in that seckill is very concerned about timeliness, mainly to create an atmosphere of scarcity and looting. As long as a user is found to be robbing the product, other buyers will definitely flock to it. As long as the price is right , I seldom consider whether this thing is a necessity at the moment, but I just want to stock up on it because it is cheap, and I will use it sooner or later.
Moreover, in addition to boosting the sales of products in a short period of time, the seckill also has the effect of gathering a large amount of popularity. How to retain or direct these traffic offline is a place where every operation needs to think deeply.
1. The traditional time-limited spike game
1. Introduction to the function of seckill , the application is that merchants provide products at lower than usual prices within a limited time, creating a strong atmosphere of panic buying, so as to achieve the effect of attracting new customers, promoting sales and increasing purchase rate.
Activity Description: Create a flash sale event, associate with the mall products, and attract customers to participate in the flash sale event with a flash sale price lower than the original price of the product. Users can use coupons, shopping currency deduction, and repurchase deduction for purchases.
2. The method of group flash killing lottery
1. Function introduction: In order to give back to the loyal fans, the platform launched the [Seckill Shopping] activity, selecting practical and discounted products for fans to buy. Fans who successfully snapped up (seconds) can use it with free shipping, or entrust the platform to resell it. Fans who failed to snap up (not won in seconds) will have a cash subsidy, and they can make money by sharing other people's purchases!
Through seckill products, users participate in activities, and directly start a group when the time is met. Winners get products, and non-winners return the payment amount and additional subsidies do not win rewards, thereby encouraging users to share more and attract users to quickly participate in the event. At the end of the event, winning/not Winning orders will generate distribution, thus achieving distribution fission
Products in the rush area
Products on the platform are divided into products in the rush zone and products in the replacement zone. Products in the rush zone are for users to purchase during flash sales. When purchasing products, they need to pay the price of the changed products.
Commodities in the replacement area
Products on the platform are divided into products in the rush area and products in the replacement area. The products in the rush area are used when users replace products of the same value and replace and upgrade the value of products on the shelves.
Time-kill
The snap-up area of each space is opened independently. Only during the opening period can the snap-up order be placed. If you miss it, you can only wait for the missing area after 90 minutes to continue the flash sale;
Users can choose to ship the products obtained by flash killing, or choose to replace products with the same price, or choose to consign on the platform;
Same price replacement
After the user obtains the product in seconds, he can replace it with other products of the same price series for free;
Replacement
After the user gets the product from the flash sale, he will put it on the shelf again after paying the listing service fee, and get the product with higher value. After 24 hours, it will automatically go to the rush-buying area of the platform for consignment, and other users can snap up the user's product in the rush-buying area;
Shelving service fee
The fee that needs to be paid for the re-listing of the product, and the platform will distribute the commission bonus and the space owner's income (store owner bonus) to the recommender and the space store owner after the product re-trading is completed;
The simple "second kill logic" and "participation process" facilitate the rapid drainage and fission of the platform, and then sell goods!
Model system and examples
By participating in seckill, members can not only snap up their favorite products, but also enjoy four major benefits