论坛 › 江西 › 7年电商人，怎么样在拼多多玩转299元高客单价商品？

nykek5i 发表于 2024-7-20 15:59:24

7年电商人，怎么样在拼多多玩转299元高客单价商品？

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">-点击上方</span><span style="color: black;">蓝字</span><span style="color: black;">订阅我吧-</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/R6iakNqJvNTFibWBvP3m0w4aT7n0xfCbACTldCmyNr56pL9FE7bulJOAKhq6cHyHBlShYEe8UAOEn5stibgYia5adg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家：<span style="color: black;">东&nbsp; &nbsp;东</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编辑：公孙离</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp;&nbsp;<span style="color: black;">大众</span>好，我是东东，一叶子美妆专卖店运营。从13年<span style="color: black;">起始</span>进入B2C电商<span style="color: black;">行业</span>，先后做过某猫、某东、某宁、某当等多个平台，18年<span style="color: black;">起始</span>，接管<span style="color: black;">机构</span>的拼多多<span style="color: black;">途径</span>，负责美妆，高端母婴洗护，湿巾，纸尿裤，母婴用品等方向的四个品牌。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">刚<span style="color: black;">起始</span>，<span style="color: black;">咱们</span>的4个拼多多店铺，月销合计<span style="color: black;">亦</span>就2万多。自我接手<span style="color: black;">败兴</span>，<span style="color: black;"><span style="color: black;">日前</span><span style="color: black;">咱们</span><span style="color: black;">已然</span>发展到12家店，其中单个美妆店铺月销已过100w</span>。做到<span style="color: black;">此刻</span>这个成绩，平台活动和<span style="color: black;">制品</span>营销功不可没。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">拼多多的秒杀活动是平台流量最大的活动，是<span style="color: black;">咱们</span>商家必争之地。<span style="color: black;">做为</span>高客单价商品，在全网最低价<span style="color: black;">需求</span>下，活动确实难上，<span style="color: black;">然则</span>于<span style="color: black;">咱们</span>而言，测新款，做<span style="color: black;">基本</span>评销及大促落地爆发等都靠它。今天跟<span style="color: black;">大众</span>分享一下<span style="color: black;"><span style="color: black;">咱们</span>299的高客单价商品<span style="color: black;">怎样</span>一步步<span style="color: black;">经过</span>秒杀成长。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOrqUG5O3IfdpUiaqM0vmgJmY1Ms02whicFt0bNicCmjicz6CrAhfDgwydwA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">前期准备</strong></p>1<span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品基本功</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; <span style="color: black;">每一个</span>平台的活动都有提报的门槛，美妆类目参加秒杀活动的<span style="color: black;">需求</span>是<span style="color: black;">100个累计销量<span style="color: black;">或</span>30个有效<span style="color: black;">评估</span>，店铺评分达标<span style="color: black;">就可</span>。</span><span style="color: black;">咱们</span>这款宝贝19年底上架的，今年1月份才<span style="color: black;">起始</span>推。刚<span style="color: black;">起始</span><span style="color: black;">咱们</span>299的客单价，在<span style="color: black;">领券中心设置了100元优惠券，<span style="color: black;">同期</span>赠送了洁面仪，面膜等赠品，快速破零。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; 除了<span style="color: black;">基本</span>销量和店铺评分，<span style="color: black;">咱们</span>还<span style="color: black;">经过</span>多多搜索和多多场景<span style="color: black;">测好了主图点击率及转化率等</span>，当数据优化到<span style="color: black;">8%-10%<span style="color: black;">上下</span></span>，商品链接<span style="color: black;">才可</span>在百花争艳的货品里面有竞争的资本。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">提报活动</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; <span style="color: black;">基本</span>操作弄好后，就要提报活动了。秒杀有<span style="color: black;">限时秒杀</span>和<span style="color: black;">品牌秒杀</span>两种类型，前者针对<span style="color: black;">全类目开放</span>，后者仅限于有资质的品牌商品，且报名<span style="color: black;">需求</span>较低，<span style="color: black;">咱们</span>是品牌，<span style="color: black;">因此</span>最初<span style="color: black;">选取</span>了品牌秒杀。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; 秒杀<span style="color: black;">时期</span><span style="color: black;">倘若</span>跟其他活动重叠，<span style="color: black;">显</span><span style="color: black;">示的价格都是秒杀价格</span>，<span style="color: black;">因此</span><span style="color: black;">大众</span>要<span style="color: black;">重视</span><span style="color: black;">库存<span style="color: black;">危害</span>，前期<span style="color: black;">能够</span>小货值先提报试试</span>。提交报名后，参与活动的商品<span style="color: black;">SKU就<span style="color: black;">不可</span>修改</span>，<span style="color: black;">必定</span>要提前把<span style="color: black;">商品的主图，详情页等都优化好</span>。<span style="color: black;">另外</span>，<span style="color: black;">倘若</span><span style="color: black;">没法</span><span style="color: black;">根据</span><span style="color: black;">咱们</span>预期的时间段排期，报名就会被驳回，<span style="color: black;">因此</span><span style="color: black;"><span style="color: black;">意见</span><span style="color: black;">大众</span><span style="color: black;">选取</span>活动档期的跨度<span style="color: black;">能够</span>大一点。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3</p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销预热</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有优惠券的商品在预热页面更显眼</span>，<span style="color: black;">由于</span>优惠券在预热时就<span style="color: black;">能够</span>领取，合适的门槛值<span style="color: black;">能够</span><span style="color: black;">诱发</span>消费者去分享给<span style="color: black;">伴侣</span><span style="color: black;">一块</span>购买，<span style="color: black;"><span style="color: black;">增多</span>购买力度</span>；<span style="color: black;">经过</span><span style="color: black;">客服环节、<span style="color: black;">营销</span>环节</span>引导买家<span style="color: black;"><span style="color: black;">保藏</span>店铺领红包，<span style="color: black;">能够</span><span style="color: black;">加强</span>复购率，</span>并且商品降价和店铺上新都<span style="color: black;">能够</span><span style="color: black;"><span style="color: black;">通告</span>到消费者</span>，一举多得。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">活动玩法</strong></p>1<span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高客单价商品秒杀活动参与思路</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; <span style="color: black;">咱们</span>的宝贝<span style="color: black;">平常</span>售价是299，店铺正常活动199。咱们先<span style="color: black;">瞧瞧</span>这个<span style="color: black;">制品</span>二月大半个月的销量<span style="color: black;">状况</span>，高客单的<span style="color: black;">制品</span>在美妆行业日销确实很差。<span style="color: black;">况且</span>客单价高的<span style="color: black;">制品</span>很难提报上秒杀活动，<span style="color: black;">咱们</span>大概讲一下<span style="color: black;">咱们</span>的<span style="color: black;">办法</span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOks4VurqfmrHXYPrdJRoIyvc5n8JjOfq5JxJaoGgNWzJJhvsyLFUYAw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一达到秒杀<span style="color: black;">需求</span>后，<span style="color: black;">咱们</span>就参加了秒杀活动。首次提报比价<span style="color: black;">需求</span>还是很友善的，<span style="color: black;">由于</span><span style="color: black;">咱们</span><span style="color: black;">选的这款属于独家<span style="color: black;">制品</span>，且颜值高（礼盒装）</span>。只要有机会，都是在为你的<span style="color: black;">制品</span>做<span style="color: black;">历史秒杀记录</span>，<span style="color: black;">这对后续大活动<span style="color: black;">特别有</span><span style="color: black;">帮忙</span></span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOBypJdTvqQ7Pib1jJEnr1MJBdRo8PbH4x475kxVKgR6cr3aMHxVHTFAA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2月份，<span style="color: black;">咱们</span>依旧凭着它是独家礼盒（赠品<span style="color: black;">亦</span>要跟上）申请做了一次万人团活动，<span style="color: black;">第1</span>次出量近600。万人团后，日销其实<span style="color: black;">无</span><span style="color: black;">出现</span>多大的变化，还<span style="color: black;">由于</span>有了历史最低价<span style="color: black;">引起</span>提报其他活动<span style="color: black;">增多</span>了些许困难，这个时候可能有些人<span style="color: black;">已然</span>有压力了，但不要着急，有舍才有得。接下里的<span style="color: black;">1星期</span>，<span style="color: black;">咱们</span><span style="color: black;"><span style="color: black;">经过</span>领券中心，多多进宝等继续养链接，慢慢把价格养起来，为接下来的大促做准备（<span style="color: black;">咱们</span>这是38）</span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AO7I0CsmbtiapxQB96cqpYzTIVibIktheib3sLUQD8jXnC1dW0rETVwOmuA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOUlFfRlWjAr6EerPeW4tRjW8djT0uGZ6ia6iab40rrNOhic4UR8ibj7PBNw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; 在大促来临时，<span style="color: black;">咱们</span><span style="color: black;">提前7天</span>报名限时秒杀，<span style="color: black;">注明排期3月8日当天。</span><span style="color: black;">这儿</span>划重点，<span style="color: black;">秒杀<span style="color: black;">制品</span>的备注信息<span style="color: black;">必定</span>要填写</span>，没填可能<span style="color: black;">引起</span>一次又一次的议价。备注信息写啥呢？<span style="color: black;">你<span style="color: black;">必须</span>把你的竞争力秀出来</span>，<span style="color: black;">例如</span>历史秒杀效果、<span style="color: black;">制品</span>赠品等，<span style="color: black;">告诉小二为啥你值得这么高价</span>，这是你谈.判的筹码。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOgTSNaqPvI1HncWMNqApP4Cic3Goy0gc7MD6ofwR0aiciaQsbYz3vwB8Tg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp;&nbsp;&nbsp;&nbsp;<span style="color: black;">由于</span>之前万人团的价格是在限时秒杀的<span style="color: black;">基本</span>上降价，<span style="color: black;">因此</span><span style="color: black;">咱们</span>此次<span style="color: black;">准备了赠品，优化了包装，</span><span style="color: black;">价格涨了三块，</span>可能有人觉得涨价影响秒杀效果，但事实证明，<span style="color: black;">咱们</span>性价比还是有绝对<span style="color: black;">优良</span>的。对比上一次万人团，<span style="color: black;">咱们</span><span style="color: black;">亦</span>有进步：<span style="color: black;">首要</span>万人团的活动时间是48小时，两天一共卖了574单，<span style="color: black;">而<span style="color: black;">咱们</span>38限时秒杀是24小时，售罄了三次，一天时间内卖了530单。</span>其次<span style="color: black;">咱们</span>成功<span style="color: black;">涨价了3块</span>。再者，<span style="color: black;">这次</span>秒杀后，<span style="color: black;">咱们</span>这款<span style="color: black;">制品</span><span style="color: black;">日销<span style="color: black;">亦</span>比二月有了很大的进步。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOfXrJ5y7W4dgAMzTO35ovbDrhPXYF1hvh4mA5tZU83ACnUDzZToJFiaA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; 接下来，<span style="color: black;">咱们</span>就<span style="color: black;">能够</span>拉着<span style="color: black;">多规格sku</span><span style="color: black;">一块</span>继续报秒杀（<span style="color: black;">切勿心急，价格不要相差太远</span>），继续<span style="color: black;">加强</span>链接的客单价。直到<span style="color: black;">近期</span>一次秒杀，还是<span style="color: black;">原来的套装</span>，<span style="color: black;">咱们</span><span style="color: black;"><span style="color: black;">经过</span>sku的差异化、区间价设置及赠品<span style="color: black;">弥补</span>，</span>成功把价格涨上去了，<span style="color: black;">日前</span>这款商品日销<span style="color: black;">亦</span>基本趋于稳定。</p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOxZ59dUZDf7JmC2N6qBpnJvaibUj0gmoHhrTQ8VB6Ao5NicRblnRnlibbw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">1<span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">加分操作</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp;&nbsp;&nbsp;&nbsp;1.&nbsp;&nbsp;秒杀上线<span style="color: black;">前五分钟</span><span style="color: black;">便是</span>考核<span style="color: black;">坑产和排名</span>的时候，要清楚<span style="color: black;">粉丝券不计入历史最低价，</span><span style="color: black;">因此</span>这个时候就<span style="color: black;">能够</span>利用店铺<span style="color: black;">保藏</span>券来拉一波关注和<span style="color: black;">营销</span>，排名<span style="color: black;">火速</span>就上去了！</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp;&nbsp;&nbsp; 2. &nbsp;开直播！开直播！开直播！重要的事情说三次，这个时候<span style="color: black;"><span style="color: black;">协同</span>直播的转换率相当高</span>，有<span style="color: black;">要求</span>的<span style="color: black;">能够</span>配上<span style="color: black;">直播间专属赠品，红包</span>等让客户购买欲望更强，转化更高，<span style="color: black;">亦</span>能<span style="color: black;">使秒杀活动的流量带动店铺内其他<span style="color: black;">制品</span></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 付费推广要跟上，<span style="color: black;">咱们</span>在3月8日活动<span style="color: black;">时期</span>，投入5000元来做多多场景和搜索，转化<span style="color: black;">亦</span>都不错，<span style="color: black;">给<span style="color: black;">咱们</span>带来了高达35%<span style="color: black;">营销</span>占比。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">总结</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp; &nbsp; &nbsp; <span style="color: black;">日前</span><span style="color: black;">咱们</span>这款<span style="color: black;">制品</span><span style="color: black;">已然</span><span style="color: black;">经过</span>秒杀慢慢起来了， 有了<span style="color: black;">第1</span>个的成功，自然就有第二个第三个<span style="color: black;">乃至</span><span style="color: black;">更加多</span>，<span style="color: black;">咱们</span>会再接再厉，毕竟高客单是所有美妆商家的梦想！</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/R6iakNqJvNTFsWAf4eCibaH5QnQ7eRR6AOfhFJSlswdaASKYJxEQfWpUeO8U3cnCIhbwicicHlN1fmDm58m2W7ib1Hw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/R6iakNqJvNTE6SDZ35mSy6Prg0Snrkd1dxt81ul7zmz3xMXg8ibRFVohFtUOG2icLuyqr3e94fa1ibvbbcnvuFDDyA/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_png/R6iakNqJvNTHtQzSXttVXBibXohyT3NEladCJLbcjUxoUe6DvrSr5cyXI4kUCy9m0eEXx2glulicr0Y5ibItJKhIuQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">多多大学近期热文</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">/点击下方文字<span style="color: black;">就可</span>阅读/</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;">这么做主图，商品点击率才会高！</strong></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">怎样</span>获取免费流量？</strong></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">↓↓</strong><span style="color: black;"><strong style="color: blue;">点击“阅读原文”，去首页<span style="color: black;">瞧瞧</span></strong></span></span></p>

1fy07h 发表于 2024-9-27 14:11:34

“沙发”（SF，第一个回帖的人）‌

7wu1wm0 发表于 2024-10-7 12:19:15

对于这个问题，我有不同的看法...

j8typz 发表于 2024-10-8 22:36:50

感谢你的精彩评论，带给我新的思考角度。

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