How to Prepare 11-11/12-12 Online Festival? Lazada University September 2016

Transcription

1 How to Prepare 11-11/12-12 Online Festival? Lazada University September 2016

2 A Festival is on since 2012 Together we are making online history in South East Asia Online Festival 2012 Online Festival 2013 Online Festival 2014 Online Festival ,000 visitors in 2 days 5,000 orders in 2 days $5,000,000 GMV in 2 days 3,000,000 visits 130,000 orders in 2 days Source: Company Analytics data for Lazada Thailand 2

3 Every year and break sale records 2016 projection stating the ambition & Visitors & GMV & Orders & New Customers 3 X Normal days & Source: company internal data 3

4 Some fun (record-breaking) facts 2,500 trucks/bikes running daily for delivery 12,000+ Phones sold within 3 days ,000+ Diaper sold within 3 days 5,000+ Sellers Engaged More than 2,000 TVs sold during Source: Company Analytics data for Lazada Thailand 4

5 Hundreds of sellers are setting new daily benchmarks! Over 2,500 Sellers More than 5x Highest uplift recorded at 120x from daily average!! Over 100 Sellers More than 500,000 within 3 days How much you are going to do that day is entirely up to you! Source: Company Analytics data for Lazada Thailand 5

6 Agenda How to Prepare 11-11/12-12 Online Festival? 6 Get Started Set Target Team it Up Achieve Target Assortment Selection Apply via Promotion Tool Order Fulfillment and FBL Promotion Warm-Up

7 Get Started Set Target - Clarify What You Want To Achieve 7 Sales Revenue Other Targets Sales Target Challenge Target Clear inventory of discontinued or out-of-season products Launch new products

8 Get Started Team It Up Team-work Project 8 Boss Sales Operations Supporting Functions Assortment Shop Management Promotion Planning Order Management Logistics IT Admin

9 Achieve Target Assortment Selection How to Select Product for Promotion? 9 Assortment Selection Knowing Target Customer Product Portfolio Product Price Key Products Replenishment Plan

10 Target Customer What they look for? Assortment Selection Know Target Customer 1 0 What Does Your Target Customer Look For? Gender Age range Income Level Consumption Ability Geographic Distribution Purchase behavior.. Quality Brand Cheap Products Fast Delivery Warranty Easy Exchange or Return..

11 Assortment Selection Product Portfolio Analyze Your Product Inventory by Category or Segment 1 1 Product Inventory Inventory % T-shirt % Shirt % Tank % Skirts % Pants % Shorts % Jeans % Total 1832 Tops/Bottoms % 20.9% 79.1% Imbalance between Tops and Bottoms, should replenish more Bottoms Skits are overstocked Among Tops, Tanks percentage is too low, need to check sales history data NOTE: Product portfolio might be different by sales channel (online vs. offline), product category, business strategy, and so on.

12 Assortment Selection Product Price 1 2 Positioning Your Product Product Price Range # Item Sold % Item Sold % Sales Amount A < % 14.0% % 14.1% % 25.0% % 42.4% > % 4.5% Product A - Subtotal % 100.0% B < % 5.5% % 42.5% % 44.1% % 4.4% % 2.9% > % 0.6% Product B - Subtotal % 100.0% How to positioning product/brand? Which price range I have advantage? Which price range I should review and improve?

13 Assortment Selection Product Price Key Products 1 3 Product Type Price Profitability Positioning Depth Basic Low & Medium-Low Medium For mass market with biggest customer base Key Medium & Medium- High High Competitive product, good brand awareness Branding High High New products, enhance brand image Width Traffic Efficiency: Product Width: How many products are key products? Product Depth: How many variations (pattern, color, size etc.) one key product should have? Key Products

14 Assortment Selection Replenishment Plan Avoid of Out-Of-Stock 1 4 Before Between and Sales forecast based on product portfolio and price analysis Replenish and make sure enough stock in FBL or warehouse Monitor sales performance, replenish from offline and other channel if going to sold out Analyze sales and make replenish plan Restock and make sure enough stock for mega campaign Monitor sales performance, replenish from offline and other channel if going to sold out NOTE: Product portfolio might be different by sales channel (online vs. offline), product category, business strategy, and so on.

15 Achieve Target Apply via Promotion Tool Submit Deals to Enter Promotion Page Why? Tips! 1 5 Promotion Page has more traffic, more selling opportunities More SKUs approved, more exposure for the whole shop Improve brand / shop awareness Submit deals as early as possible: the earlier submitted, the more chance to be approved Make sure you understand the criteria clearly and your deals are meet the criteria or even better (example: big discount price) Revise rejected deals and submit again, as long as before submission deadine

16 Apply For Online Festival In Enhanced Seller Centre? Apply for Promotion Option Time left till promotion entry closes Join Promotion Option 1 Click Join to view the promotion criteria & join

17 Apply For Online Festival In Enhanced Seller Centre? Apply for Promotion Option Updates! o New - Promotion Banner o No more Criteria Types Sort the Campaigns - Open : new promotions that you can join - Review : promotions that you have submitted your deals - Active : on-going promotions that yours deals are included - Expired : past promotions 3 Join Promotion Option 2 Click Apply from all the promotions under the [open] tab, view the details and join.

18 Apply For Online Festival In Enhanced Seller Centre? Clear about Promotion Criteria 1 8 Promotion Dates The number of products and sellers that have already been approved for the promotion. Criteria New! Category, Discount and Brand Click to add products for promotion Submission Deadline

19 Apply For Online Festival In Enhanced Seller Centre? Submit Deals Through Add New Products Tab 1 9 In the Add New Products tab, find all the live products under the relevant category (or categories). After adding the products, Lazada will examine the deals to ensure appropriate products are selected Click here to add all your products to the promotion. (Use cautiously) New! Current Stock Add single product to the promotion. System will calculate promotion price based on campaign criteria. You can lower it further to provide an attractive deal.

20 Apply For Online Festival In Enhanced Seller Centre? Update Deals Through Update Products Tab View status of the products Update or remove the products 2 0 New! Current Stock : product approved X : product rejected : pending Allow seller to update or remove product after submission.

21 Apply For Online Festival In Enhanced Seller Centre? Monitor Deals Through My Promotion Tab 2 1 Check your submitted deals under Pending, Approved and Rejected. Monitor your promotions - Open : new promotions that you can join - Review : promotions that you have submitted your deals - Active : on-going promotions that your deals are included - Expired : past promotions

22 Achieve Target Order Fulfilment 2 2 How to Fulfil Orders Smoothly? Adequate Preparation Preparation (Before Online Festival Day) Field Management: arrange packing area, mark product area, print shelf map for temp supporting staff Pre-pack product: key products, best-selling products System and Printer: make sure internet and printers works perfectly Training for temporary supporting staff Contact 3PL in advance to make a plan about shipment: pick up good early, bigger truck.

23 Achieve Target Order Fulfilment 2 3 How to Fulfil Orders Smoothly? Efficient Processing Processing (On / Online Festival Day) Field Management: Project Manager in filed coordinate and handle unexpected things Pre-pack product: along with product selling, pre-pack more fast moving products Motivation: the motivation from project leader is important in a stressful day, 3PL: contact 3PL as early as possible if sales increase fast

24 Achieve Target Order Fulfilment by FBL Take the Advantages of FBL 2 4 FBL Benefits Ship To FBL: The only thing you need to do is ship products to FBL warehouse No chaos: FBL takes care of picking, packing, invoicing and shipping your orders, 24/7. Delivery Faster: Products get delivered to Customers with reliable 3PL partners Satisfy Customer: The faster the delivery, the happier customers are Free reports: weekly sales, inventory and replenish report Fast Payment Circle:

25 Achieve Target Promotion Warm-Up Stimulate Consumers Shopping Desire 2 5 Optimize Every Factor Helps CR Product Name Images Description Key words Must be high solution Attributes as many as possible Mark Promotion or Discount makes easier for customer to identify promotion assortments Multiple angles to show products Not only product itself, but also lifestyle Add image/graphic in Description to easy to understand Add video to show how to use or the effectiveness of product Other information could convince seller to buy: seller professionalism

26 Achieve Target Promotion Warm-Up Inform Customer This Once-a-year Promotion 2 6 Use all possible channels to inform seller about the promotion Facebook Offline Promotion Cover Page: change images with different theme during the whole promotion period Easy Roller Posters in offline store Post key products on the daily basis Promotion Flyers Communication with customers: answer questions, emphasize product highlights and so on

27 Thank you