Alibaba Group Announces Merger Of Tmall Team And Juhuasuan Team

"Before the brand has to do a marketing event, it is necessary to contact the staff of Juhuasuan first, then schedule the activities of the Tmall platform. If the promotion time of the two platforms is different, the marketing activity may be pushed back.

After Juhuasuan is merged into Tmall, if the brand is to organize the big promotion activities, it will only be finalized with a negotiation with Tmall platform.

For this time

With the merger of Juhuasuan, Yang Jian, the minimalist operation director of the East, has his own understanding.

According to the world clothing shoes and hats net,

(Amii Redefine) is a brand of Amy's women's wear. The latter belongs to the first batch of Amoy brands, like Han dresses house, Yin man and rags, and Yang Jia Jia is the operation director of the brand.

He is familiar with the process of planning brand marketing events.

But in the past in the process of planning marketing activities, how to let the release of brand resources in multiple platforms at the same time is a difficult problem for him, and now he seems to have a solution.

According to Zhang Yong's internal letter, Juhuasuan will integrate into the marketing platform business unit after the comprehensive integration of Tmall and the marketing business of the former Tmall.

For brand businesses, the reduction of communication links between merchants and platforms will enable businesses to improve their marketing activities in the e-commerce platform.

Throughout the development of Juhuasuan, the group buying website, which was launched in 2010, was regarded as the "sword of heaven" in the "thousand regiment war" period.

Time passes, and when group buying is no longer the mainstream form of online retailing, those carriers need to serve consumers in a completely new way.

Chen Yuefeng believes that even in the current market, the existence of Juhuasuan is still important for Ali.

Although it is no longer a group buying era, Juhuasuan's price and promotion methods are still recognized by Taobao users.

current

The role of the company is to stimulate the traffic flow.

According to the person in charge of Juhuasuan who has participated in Juhuasuan activities, promotion planning in Juhuasuan usually takes two days to warm up and then explode in third days.

The first two days are equivalent to the pre-sale, mainly to attract consumers' eyes and improve the collection rate of goods.

By the third day, Juhuasuan ranked the horse racing system, that is, who will be the first to remind the high ranking.

According to his participation experience, the store's browsing volume was 101 thousand times on the first day of pre-sale, and it reached 1 million 422 thousand times in the third day of opening the group, which was more than 10 times higher.

It is gratifying to see that the explosive traffic has brought the sales volume up. But it is difficult for businessmen to predict whether the businesses have matching service capabilities.

As mentioned above, the sudden flow of traffic has also brought pressure on his storefront operation.

Due to the increase in traffic volume exceeding expectations, problems such as explosion and shortage of customer service have emerged. After sales promotion activities, after sale and replacement are unavoidable.

According to the world clothing and shoe net, with the integration of Juhuasuan and Tmall's marketing department, Juhuasuan will have a new mission in the future.

Take the fast moving consumer goods business group as an example. Because of the independence of their respective business areas, such as flagship stores, Tmall supermarkets and Juhuasuan, brand businesses may have different operators and service personnel on the Tmall platform.

After the "combination", Tmall will provide the brand with four in one service, including one-stop shopping through flagship stores, promoting sales through Tmall supermarkets, marketing through Juhuasuan's mass merchandising business, and completing bulk pactions through enterprise procurement.

Chen Yuefeng said, in the increasingly competitive market environment, how to stick to brand manufacturers, how to make the overall marketing and trading process more convenient and efficient, is to enhance efficiency.

Enterprises are considering the problem.

For more information, please pay attention to the world clothing shoes and hats net.