Outdoor Products Brand CEO Lin Qiubo: Mai Bi 11 Preparation Situation
Recently,
Outdoor products
CEO Lin Qiubo told reporters about the preparations for double 11.
Mai Bi eleven will not have new entertainment activities such as live broadcast. Instead, it will attract buyers by increasing sales promotion efforts and WeChat drainage.
It is understood that Mai road probably tried to broadcast live on Tmall platform one or two months ago, and the conversion rate was not high.
At the same time, Lin Qiubo said, "feeling that live broadcasting is just a gimmick, and the form is bigger than his actual effect.
As a kind of channel and mode, direct seeding depends on whether it is worth or not.
It has been evaluated by live broadcast before, and it turns out that it is not worth the effort to do outdoor products. Compared with live broadcast, it is more suitable.
Men and women wear
"
Therefore, in many
brand
While competing for access to Tmall's dual 11 live broadcasting platform, Michael chose the traditional way of marketing and increased sales promotion.
Sales promotion mainly focuses on Combinatorial Marketing, including coupons and face sheets.
Lin Qiubo said that simply lowering the price would not be significant. Mai way would be drained to Taobao through some ways of WeChat.
Mai road has a public number and service number on WeChat, which has retained many old customers. By that time, it can directly drain and do some interaction. At the same time, it has developed a system by itself. It will attract millions of buyers to WeChat as far as possible, so WeChat will produce a great drainage effect.
As usual, some activities can reach dozens of output ratios, and even WeChat can reach 100%, while Tmall can only achieve two or three.
In addition, it is understood that Mai road in the pre-sale of Tmall began in October 21st, the platform is mainly concentrated in Tmall, the specific pre-sale effect will appear in a week later.
It is reported that during the double eleven period, Mai Dao hopes to be able to get ahead of Tmall racing, which will form a virtuous circle.
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