Marketing: how to promote the promotion management of coating e-commerce enterprises at the end of the year

Core tip: affected by the real estate market, the world economy is in a downturn as a whole China's paint market has entered a cold winter With limited paint market space, many paint enterprises are racking their brains to compete in the fierce paint market At the same time that the home building materials industry has entered the field of e-commerce, the battlefield between coating enterprises has gradually expanded to e-commerce online mode Near the end of the year, major promotions in various industries are vital for many enterprises Especially for those enterprises with overstocked goods and exhausted capital, can they take advantage of the year-end promotion to "sell out" and sell out Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Home of coatings news: affected by the real estate market, the world economy is in a downturn as a whole China's coatings market has entered a cold winter, with limited space for the coatings market Many coating enterprises are racking their brains to compete in the fierce coatings market At the same time that the home building materials industry has entered the field of e-commerce, the battlefield between coating enterprises has gradually expanded to e-commerce online mode Near the end of the year, major promotions in various industries are vital for many enterprises Especially for those enterprises with overstocked goods and exhausted capital, whether they can "sell out" and sell out with the help of large-scale promotion at the end of the year will directly affect the fate of the e-commerce enterprise November 11, 2012 is a memorable day for all China's electricity traders On the double 11 day, Alipay and Tmall's total sales volume reached 19 billion 100 million yuan, Tmall reached 13 billion 200 million yuan, and Taobao finished 5 billion 900 million yuan The two figures were 3.36 billion yuan and 1.84 billion yuan last year, respectively In order to meet the arrival of this day, Taobao and tmall teams began to prepare all details of the implementation of the "double 11" project more than five months ago, and many businesses are also waiting for it At the end of the year, the promotion will not be a one-man show of Taobao The promotion war is on the verge Are the coating companies ready? As a part of marketing management, promotion is a series of planning, organizing, leading, controlling and coordinating management to attract and stimulate consumers for the purpose of increasing sales The promotion management of traditional channels in coating enterprises has been very mature, but there are many differences in the field of e-commerce The promotion management experience of traditional channels in coating market may not be applicable In the field of e-commerce, the price of coating products may be very transparent, and the cost of price comparison on the Internet is very low In many cases, the promotion of e-commerce enterprises is actually a naked price war The traditional promotion activities to improve the corporate image and other purposes seem to be difficult to achieve in the field of e-commerce What's more, the supply chain system of e-commerce enterprises is quite different from that of traditional channels In addition to the importance of prediction, planning and early warning in the system, the increase of a large number of orders in a short period of time brought by low price promotion will pose a great challenge to the storage and stock, logistics and even the bearing capacity of hardware facilities With more and more coating enterprises entering the field of e-commerce, e-commerce has become a big platform for coating enterprises to carry out marketing Facing the coming of the year-end promotion war, how should coating e-commerce enterprises prepare for the war? Next, we will interpret it from five perspectives: commodity, warehouse, equipment, personnel and CRM management Preparation of coating products First of all, before the promotion activities, coating e-commerce enterprises should set their own sales targets, because this is the premise of commodity stock, personnel stock, software and hardware preparation, etc When setting the performance target, we can comprehensively consider the previous sales volume, expected growth rate, capital situation and other factors Determine the structure of the coating products participating in the promotion and the sales tasks to be completed for different categories of products The next step is to prepare goods According to the target total amount, inventory of coating products, purchase cycle, photo editing of coating products and other indicators, calculate the ordered coating products and order quantity, prepare goods in advance and place orders After placing an order for goods, it is necessary to track the execution of the order according to the expected arrival time of the order, find out the abnormal order in time and handle it accordingly Preparation for warehousing and logistics Warehousing and logistics is the key node of the whole back-end efficiency The delay of delivery will directly lead to a linear decline in user experience We have seen too many e-commerce enterprises being complained by users because they are unable to cope with the surging orders For coating e-commerce enterprises, the most typical is the slow delivery service launched by Nippon, which to a certain extent eases the trouble of coating enterprises' freight transportation and brings convenience to consumers But on the contrary, coating e-commerce enterprises must do a good job in warehouse planning when promoting sales, including the management of storage location, barcode management, the optimization design of picking channel, etc Equipment preparation Before the promotion, the preparation of the equipment must be checked according to the predicted order quantity and the number of customers entering the store Including server, network, computer, printer, barcode equipment, printing paper, express bill, etc., all need to be prepared in advance according to the expected usage, to avoid insufficient equipment preparation during activities, or even cause unnecessary confusion Personnel preparation During the activity, the orders will increase dramatically, and the staff will be very tense Every department should fully cooperate, especially to ensure the customer service in the pre-sale and the delivery personnel behind Focus on customer service consultation During the activity, there will be a lot of consultation, but there will be more repetitive questions Therefore, classic questions and answers can be extracted, and columns can be set up in the obvious positions of the store During the activity, it is convenient for customer service to answer and improve customer satisfaction CRM is the key and the most important issue CRM (customer relationship nship Management) is customer relationship management, which is mainly based on customer-centric corporate culture to support effective marketing, sales and service processes Before the promotion, the main work of CRM is to warm up, on the one hand, to warm up the activities, on the other hand, to promote popularity The only core of the activity day is sales At this time, the most CRM work may be expediting High flow and high transformation also bring a large number of unpaid orders The CRM task after the activity will be more cumbersome Activities bring you a large number of customers and prospective customers, how to do customer segmentation, how to operate secondary marketing, how to eliminate junk customers CRM has a lot of work to do Are you ready for paint e-commerce? In order to get rid of the difficulties in the paint industry, it is necessary to make great efforts to build brand influence Paint dealers can achieve great adversity through three transformations Similar information The mode that paint enterprises can learn from: Sam's club mode After sales service of paint is extreme Consumers or "buy" and have deep feelings How can small and medium-sized paint enterprises make use of Spring Festival holiday consumption? 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