Store Marketing Tools
The AliExpress platform provides sellers with six independent marketing tools, namely limited-time limited discounts, store-wide discounts, discounts on purchases/instant discounts on purchases, store coupons, shopping Coupon and store interaction. Sellers can use these marketing tools strategically during store operations.
1. Limited-time and limited-time discounts
Limited-time and limited-time discounts can increase store popularity, activate the atmosphere, and mobilize customers’ desire to buy. Limited-time limited discount activities are suitable for promoting new models, creating hot products, clearing inventory and optimizing rankings. The usage features are as follows.
60 groups of activities can be created every month, with a total duration of 2880 hours.
Exclusive offers can be set for targeted groups (new customers or customers who follow the store).
It takes effect 12 hours after creation. The status of the active product cannot be modified before or after it takes effect.
Activities can be set across months and the supply quantity can be controlled.
For store-wide discounts and limited-time limited discounts, the time and discount intensity will be given priority to limited-time and limited-time discounts.
The same product can be registered for limited-time limited discount activities and other activities on the platform (except group purchases and sales) that do not conflict at the same time; when the limited-time limited discount activities and store-wide discount activities conflict in time, the limited-time limited edition will be displayed first discount event. For example, seller Xiao Wang has set up the following activities for product A:
1) Product A participates in a store-wide discount event. The event time is from 00:00 on January 3 to 00:00 on January 15. A The discount on the product is 20%;
2) Product A participates in the limited-time limited discount event. The event time is from 00:00 on January 6 to 00:00 on January 8. The discount on product A is 40%. ;
3) Product A participated in the platform event. The event time is from 00:00 on January 9th to 00:00 on January 10th. The discount for product A is 50%.
From January 3rd to January 15th, the sales discount of product A experienced five stages of fluctuation:
From January 3rd to January 6th, 20% Discount;
January 6th – January 8th, 40% discount;
January 8th – January 9th, 20% discount;
January 9th to January 10th, 50% discount;
January 10th to January 15th, 20% discount.
The limited-time limited discount event consists of three parts, namely event name, start time and end time. The setting steps are as follows.
(1) Click the “Marketing Activities” → “Store Activities” option, and click the “Create Activity” button in the “Limited Time Discounts” tab.
(2) Enter the activity name, set the activity start time and activity end time, and click the “OK” button. The activity name should be concise and clear, such as “New Style Recommendation”. The time set should be US Pacific Time. Usually the activity time is set to about a week. If the time is set too long, customers will lack a sense of urgency.
(3) After the event time is set, click the “Add Product” button and select the products participating in the discount event, and then set the discount rate and purchase limit.
(4) The set activity has 4 different stages: not started, waiting for display (after 6 hours), displaying, and ended.
The precautions for setting up limited time discounts are as follows.
Accurately check the inventory. If the product has multiple SKUs, all SKUs under the product will have non-zero general inventory and are “on sale” status. All of them will participate in the event. middle.
Currently site-wide events and mobile-exclusive events do not support independent inventory. Sellers need to set appropriate event discount rates to avoid unexpected losses.
For mobile-exclusive activities, site-wide discounts must be set for the same product before mobile-exclusive discounts can be set. If you set a
mobile exclusive discount, it needs to be lower than the site-wide discount; if you do not set a mobile phone-exclusive discount, the mobile phone price is sold according to the site-wide discount rate.
Discount space must be taken into consideration when pricing products in the early stage. If a certain product is going to participate in an event and receive a 50% discount, the discount space must be reserved in advance when the product pricing is uploaded for the first time.
Product grouping, when uploading products, put all the products that are going to participate in the event into a group, so that it is convenient to set up marketing activities by group in the future.
Joint marketing, while setting up limited time discounts, can be used in conjunction with other marketing tools to strengthen marketing efforts.
2. Whole-store discounts
Whole-store discounts are the first of the “four major tools” for independent marketing of stores. They have obvious effects on new stores and can quickly increase store sales and credit. Increase the overall store exposure. The store-wide discount event has three usage features:
20 events per month, a total of 720 hours, and the event can be set across months;
It will take effect 24 hours after creation, and it will take effect 24 hours before the event starts. Product information cannot be edited for 12 hours;. Marketing groups can be set up according to different discount levels.
You need to pay attention to the following points when setting up store-wide discounts:
The start time of store-wide discounts is US Pacific Time, and the created event will take effect after 24 hours;
Before setting up a store-wide discount, it is necessary to control the profits of all products in the store to avoid the situation of a certain product being sold at a loss;
Make an event plan in advance, when the event is in the waiting display stage , event information can no longer be modified, so plan ahead before proceeding.
Setting up marketing groups can help sellers effectively control the discount intensity of all products in the store. It is recommended that sellers put products with the same discount rate into the same group when setting up marketing groups, and later set up the entire store When discounting, you can clearly see the control range of discount intensity. To set up marketing groupings, first click the “Marketing Activities” → “Store Activities” option, and click the “Marketing Grouping Settings” button in the “Store-wide Discounts” tab.
After entering the “Marketing Group Settings” page, conduct an overall calculation of the profit of each product to understand the maximum setting for each product. How much discount is there and how much profit margin is there?
For example, the products in the “10% discount” group only have a 10% profit. When participating in a store-wide discount event, the products in this group can only have a maximum discount of 10%. If a discount of 5% is set, , then the seller has a profit of 5%. In this way, the harmony of the entire store can be clearly controlled. For product management within a group, there are three functions: “add product”, “move out of group” and “adjust group”).
Move out of the group: Move the product out of the original group. After being moved out, the system will put it into the “Other” group by default.
When participating in a store-wide discount event, Pay special attention to the discount settings for the “Others” group.
Add products: To add more products with the same discount to the same group, you can use this momentum.
Adjust grouping: You can use this function to adjust the products of a certain group to other groups.
After setting up marketing groups, you can set store-wide discounts. First click the “Marketing Activities” → “Store Activities” option, and click the “Create Activity” button in the “Store-wide Discounts” tab.
After creating the event, open the event settings page. The page mainly consists of two parts: “Basic Information of the Event” and “Event Products and Promotion Rules”. The basic information of the activity consists of the activity name, activity start time and activity end time.
The following are the items to fill in the event products and promotion rules.
Naming: The naming principle of the activity name is to make it clear at a glance. You can directly enter “Month-end Promotion” in the “Activity Name” text box to facilitate subsequent observation of the effect of the activity.
Period: Set the start time and end time. Since the store-wide discount activity is relatively strong, the store-wide discount time should not be set too long. It is recommended that the time be within 3 days.
Attention to the “Other” group: All products that are not in the group are put into the “Other” group by default. When setting discounts for the “Other” group, sellers must carefully check the products in this group before operating. , to avoid losing money due to excessive discounts.
Combine marketing with CRM for user analysis, and use marketing tools such as emails to send targeted promotional plans to target customers.
Xiguang: During the store-wide discount period, it is best to carry out direct promotion 24 hours a day and attract new customers through through trains. After customers enter the store, they find that all the products in the store are on sale, and they are likely to buy some products by the way, which naturally increases the unit price.
3. Discounts/immediate discounts on purchases
The main function of discounts and instant discounts on purchases is to increase the unit price and the conversion rate of related products.
The features of discounts on purchases and instant discounts on purchases are as follows:
Both the discount activities on purchases and the instant discounts on purchases do not limit the duration and number of activities;
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Discounts on purchases/immediate discounts on purchases can be combined with other discounts in the store. When buyers purchase, the discounted price will be included in the discount/immediate discounts on purchases;. Multi-gradient full discounts can be set;
Activity ranges can be set for some products and all products.
The purpose of setting up the discount/instant discount for full items is to increase the unit price per customer. Before setting it, you should have a full understanding of the store’s previous unit price per customer, so as to set the discount appropriately. To learn about past customer unit prices, you can click the “Data Aspect” → “Store Profile” option to find the transaction profile of the last 30 days. There are two types of instant discounts when the store is full: “instant discounts when the store is full” and “immediate discounts when the goods are full”. The difference between them lies in the number of products participating in the instant discount activity. One is for all products in the store to participate, and the other is for some products to participate.
Click the “Marketing Activities” → “Store Activities” option, click the “Create Activity” button in the “Full-item Discount/Full-Instant Discount” tab, and you can perform full-item discounts/full-time discounts The discount is set up.
Sellers are required to fill in the “Basic Information of the Activity” and “Activity Products and Promotion Rules” when setting up the discount/purchase discount.
The activity type includes “All Stores”. There are 4 types of “instant discount when the product is purchased”, “instant discount when the product is purchased”, “discount when the product is purchased in the entire store” and “discount when the product is purchased”. The discount/immediate discount when the product is purchased in the entire store defaults to the selection of all products in the store; discount/immediate discount when the product is purchased requires the seller. When selecting products to participate in the event, you can add up to 200 products at a time. Please note that when setting the start time and end time of the event, be sure to use the discount tool and the full discount/full discount tool at the same time. Calculate the profit margin, the amount reduced after the preferential policies take effect at the same time may exceed your profit tolerance;
After the event starts, product information cannot be edited, nor can you exit the event;
When participating in platform flash sales, mobile phone sales, pre-sales, trials and other activities at the same time, you cannot enjoy discounts/instant discounts on purchases at the same time.
4. Store coupons
You can use store coupons. Increase the unit price, stimulate buyers to place orders, and attract traffic to the store. The setting of the coupon amount is relatively flexible. You can set a small amount of coupons, and you can also set a usage threshold. Overseas customers have the habit of using coupons. A large proportion of customers will use the coupons. The use of coupons has the following characteristics:
The store coupons will take effect immediately after being set (actually there may be a delay of 1 to 2 hours);
Coupons are divided into 5 types, namely collection coupons, targeted coupons, gold coin exchange coupons, instant coupons and popular coupons;
Coupons are divided into conditional coupons and unconditional coupons;. Only one coupon can be used for each order.
The following uses the setting of collection coupons as an example to explain the steps of setting store coupons, and the settings of the other four types of coupons. The steps will not be introduced.
Click the “Marketing Activities” → “Store Activities” option, and click the “Add Coupon” button in the “Collection Coupon Activities” of the “Store Coupons” tab. , open the page for creating coupons.
The creation page for coupons consists of three parts: basic information about the event, coupon redemption rule settings, and coupon usage rule settings.
When creating a redemption coupon, you need to pay attention to the following points.
Denomination: In order to increase the unit price, you can set a coupon with a threshold. For example, the unit price of a certain store is US$15.41. You can set coupons for 2 to 20 US dollars. In order to increase the conversion rate, you can also set unlimited coupons if the store can afford it.
Activity start time and activity end time: If There are no restrictions on other factors, and the activity can last for 7 to 10 days.
Conditions of use: To set a coupon with no restrictions, just select the “No limit” radio button; set a discount that needs to meet certain conditions. Coupon, just enter the amount required to use the coupon.
5. Shopping Vouchers
Shopping vouchers are initiated by the platform and participated by sellers. For example, the platform issued shopping vouchers totaling US$100,000 to buyers for the anniversary promotion, and sellers can claim some of the shopping vouchers. Sellers can choose a way to use the shopping coupon, for example, it can be used when it reaches US$2 to US$15. After receiving the shopping voucher, buyers can use it as long as they meet the threshold. They can use it in the same store or across stores.
6. Store interaction
Store interaction means that sellers can set up three types of interactive activities: “flip the brand”, “make bubbles” and “collect with gifts”. The activity time and the number of buyer interactions Sellers and prize sellers can set their own settings to attract traffic to the store through store interaction.