How to extract value from product logic and operation rhythm and find opportunities for ued?
Another S-level promotion, what are we going to do this time? According to the product logic and operation rhythm, we found four opportunities in the carding process:
(1) The Merchant Festival will be reused again. As a continuation of the brand, we must first draw on the previous cooperation experience to formulate this brand strategy. How to collaborate across departments, how to accurately convey emotional brand spirit and visual style online and offline.
(2) The number of venues for this sub-venue has reached the largest number of 600+ in history, and the per capita expansion design of a 6-person team is as high as 100+. Faced with the trend that the demand for venues is only increasing, we are also constantly trying various methods to improve energy efficiency. Under the background of the whole group's b2b data mid-level and intelligent design, this time 1688 took the lead in connecting to the Luban intelligent system.
(3) The platform acts as a bridge between upstream and downstream to enhance the interaction between buyers and sellers. Leverage the platform to promote, and constantly cultivate the self-operation ability and habits of sellers. With the help of the new registration threshold - crm project in this seller's promotion, we are also deploying control at multiple points, designing h5 that strongly correlates with sellers' personalized information, guiding sellers to promote and share by themselves, and at the same time, through personalized store QR code information, early recall Buyer traffic and attention. At the same time, Wangpu is also sharing the first time to adopt the sharing mode of commercial products h5, to optimize the sharing and sharing path, so that sellers can reduce the loss in the sharing action. It no longer only relies on platform operation, and truly realizes the independent multi-point interaction of buyers and sellers.
(4) In addition to the main battlefield of the big promotion, this time we will focus on creating a marketing battlefield with characteristics of the big promotion such as live broadcast and prosperous shops. And combine different identity scenes to achieve a "personalized skin" display. At the same time, based on the personalized attempt of this venue, we strengthen the design in combination with personalized experience at multiple points.
Merchant's Day Brand Design Strategy and Rhythm
The design time for ued for the platform S-level promotion is about 6 weeks, and the marketing department, offline tour, and external materials investment also require a 5-week design and production cycle. Under the circumstance that the two cycles are basically parallel, how to perform their own duties and ensure that all 328 online and offline voices use a unified visual language. We have established a clear design rhythm before the big promotion, and the design has already started before the initial marketing proposal has been confirmed. We extracted the commonalities of the existing themes of "New Spring and Summer", "Shang Xing" and "Merchant's Day". In less than a week, we determined the theme with the marketing department in the process of high-frequency brain explosion, and formed a collaborative tacit understanding. After 3-5 days, the main vision efficiently sorted out the visual style and completed the main venue. In the process, all specifications are formulated and synchronized to the upstream and downstream partners. Since there are as many as 100 offline tours this time, visually we also take into account the offline specifications of the marketing department, and synchronize to the template design of the online tour venue. Due to the optimization of the overall cooperation process and rhythm, this online and offline event will achieve a high degree of consistency between buyers and sellers. At the same time, cooperate with the crm project and use h5 to help the brand in advance.
Venue Strategies and Design Tools for Energy Efficiency
1. Skillful use of marketing tools - double promotion of output efficiency
The big promotion team has been reduced from the initial 20 people to a small team of 6-7 people, and vice versa, the demand is still increasing. How to improve efficiency is a question we always need to think about. At present, platform-based marketing activities generally use outsourcing expansion combined with Ubanner to generate dimensions. This time, the number of sub-venues alone has reached a record high of 660+, and the number of banners is as high as 18,800+. In order to deal with repetitive design work more efficiently within a short 3-week design cycle. Under the background of the whole group's mid-to-taiwanization and intelligent design, this time 1688 took the lead in connecting to the group's Luban system. The final design efficiency is 100% higher than last year's 328, and the design cost is reduced by about 80%.
2. Remodeling of navigation logic - more efficient shopping guide
Improved navigation efficiency of wireless conference venues - Added categories on the left to help users quickly switch venues, increase the contrast of the venue content area, and facilitate users to search and find. The navigation content is completely displayed on one screen, and the efficiency exceeds the 1220 display scheme. Later iterations are expected to supplement the product display with a personalized display to maximize the value of a single pit. At the same time, this time, 328 has tried to personalize the first image at multiple points in the venue. In the limited resource space, it has increased the exposure of more personalized products, thereby effectively improving click conversion.