Traffic is the key to success in e-commerce. Understanding the traffic entrance of the platform can help sellers quickly formulate operation plans to increase store traffic. Understanding the free traffic entrance can save the store’s marketing costs while increasing store traffic.
1. Introduction to Flash Sales
Flash Sales, referred to as CFS, have the following registration requirements.
① Sellers who apply for flash sales must meet the requirement that the average delivery time of the store in the past 30 days is ≤ 2 natural days.
The calculation logic of the average delivery time of the store is as follows.
For orders using the “First Kilometer Tracking” function, the average delivery time – the first kilometer collection time – the order generation time. For orders that do not use the “First Kilometer Tracking” function, the average delivery time = Shopee warehouse collection time – order generation time.
② Lowest price: Sellers need to provide the lowest price of the product. The essence of flash sales is to give up the seller’s profit in exchange for the platform’s profit.
③ White background image: The white background image can clearly show the characteristics and selling points of the product.
④ Store and product evaluation: With product evaluation, it is more conducive to the overall order conversion of the store.
⑤ Products are not pre-sold: According to the platform regulations, pre-sold products are not allowed to participate in flash sales activities, so as not to damage the buyer’s shopping experience.
⑥ Other special requirements of each site.
It should be noted that the flash sales activities need to be registered through the link sent by the operation manager, and the pass rate of flash sales registration in the background is low.
2. Don’t think about making money when participating in flash sales activities
Don’t think about making money when participating in flash sales activities. Flash sales are “losing”, but the difference is how much loss. The money lost is equivalent to buying store weight and natural traffic from the platform.
3. The daily traffic after the flash sales increased significantly
Even if the advertising budget before and after the flash sales activities remains unchanged, the daily traffic of the store will increase after the flash sales activities. In fact, as long as the daily traffic of the store is stable, according to the conversion rate ratio, the store can make orders.
4. Handling after-sales problems of flash sales
In addition to bringing in orders, flash sales can also bring problems.
A peak order volume tests the overall operation capacity of the store and the level of its supply chain. After the flash sales, a huge problem that may cause the store to be closed comes up, that is, the problem of insufficient stock.
Many merchants do not prepare goods in advance, but wait for unified procurement after the flash sales. However, suppliers may not ship goods in time, which leads to an increase in the delayed delivery rate. According to the relevant regulations of the Shopee platform, the delayed delivery rate of the store should not exceed 5%.
So how to solve this problem?
The correct approach is to use the platform rules to transform the problem of out-of-stock into a customer service problem, that is, let the customer service communicate with the customer one by one and let the customer cancel the order actively. Sellers can also cancel some orders actively, but the active cancellation rate needs to be controlled below 5%.
5. Experience summary
① Make sure to have sufficient stock when doing flash sales.
② Although flash sales seem to be a loss, they are actually very helpful to new stores. Big sellers also need to participate in flash sales.
③ Flash sales are very helpful for increasing the number of store followers. ④ Out-of-stock issues must be converted into customer service issues. ⑤ Advertising can be used to assist flash sales.