2020SK-II+618粉丝狂欢节小结

SK-II618粉丝狂欢节小结1“神仙水”-改写肌肤命运2除了了⾼高端美妆第⼀一，我们还成就了了什什么？“神仙水”-改写肌肤命运3粉丝狂欢节成果•两阶段销售，完成1670w销售（含⽇日销1800w＋），368％IYA•凭借转化率237%IYA完成NO.1⽬目标•招募11195名新客，吸纳近20w粉丝时间销售额IYA流量IYA转化IYA客单IYA新客数粉丝数6.6-6.108,278,143424%437,713108%1.79%443%1,05788%5,7661,277,2876.18-6.208,430,210325%572,961280%1.16%139%1,26483%5,4291,293,333求和16,708,353368%1,010,674166%1.44%237%1,15286%11,195　“神仙水”-改写肌肤命运4我们稳据了了重点会场的重点位置“神仙水”-改写肌肤命运5单品坑位通过明星产品站位，持续引流*预售产品会场5.30展现1天，各品牌轮流展现*人气面膜楼层*护肤套装楼层*防晒BB楼层*男士护肤套装楼层（6.1开始展示）“神仙水”-改写肌肤命运6美妆会场通过赛⻢马规则保持重点席位“神仙水”-改写肌肤命运7通过提供对应权益占据会场最好位置“神仙水”-改写肌肤命运8天猫粉丝节重点配合板块－粉丝趴*618粉丝趴会场截图结合天猫粉丝运营重点⽅方向，给到粉丝趴特别权益618粉丝趴上线时间：5.30-6.5持续保持粉丝趴会场的海海景房位置对应：1.换肤有礼，赠送10天猫积分；2.整点欢抢，SK-II臻皙光感精华露露30ml/10元店铺优惠券；3.密令抽奖，SK-II臻皙光感精华露露30ml/10元店铺优惠券；4.粉丝趴Vr视频⾸首发仅7天粉丝增⻓长即突破18W“神仙水”-改写肌肤命运9天猫粉丝节重点配合板块－会员通结合天猫会员通项⽬目，SK－Ii全新会员体系6⽉月6⽇日上线，绑定会员破15000名，同时会员通会场海海景房及重点楼层位置时间绑卡人数积分兑礼人数6/62,3781046/72,6688906/82,4221966/93,6292776/101,7062096/181,125166/1953136/2063717求和15,0961,712给到天猫会员特别权益1，⼊入会免费送：2，整点抢霍建华签名神仙⽔水3，送⼀一整年年神仙⽔水4，送线下体验权“神仙水”-改写肌肤命运10准确的货品策略略配合合理理的销售节奏“神仙水”-改写肌肤命运粉丝节第⼀一趴粉丝节第⼆二趴第⼀一趴：因消费者⼼心智，第⼀一波6⽉月6⽇日的暴暴发略略显疲软，重点主推预售套组选择明智第⼆二趴：重点在于当天爆发，第⼆二波预售和爆发时的刻字神仙⽔水略略有区分为正确选择粉丝节销售节奏“神仙水”-改写肌肤命运1、预售第⼀一趴*5.20-6.5　预售合计实际合计宝⻉贝标题价格销售件数销售⾦金金额销售占⽐比销售件数销售⾦金金额付款率神仙⽔水330ml18601523283278042.99%1426265236093.63%肌源赋活三件套3080362111496016.92%334102872092.27%690元体验装690131390597013.75%121583835092.54%⼩小灯泡30ml10405996229609.45%56859072094.82%肌源赋活霜50g8602532175803.30%23620296093.28%男⼠士神仙⽔水230ml13701482027603.08%13919043093.92%肌源眼霜15g730114832201.26%1057665092.11%男⼠士神仙⽔水75ml590151890901.35%1468614096.69%CC霜68050340000.52%463128092.00%⽇日间喷雾50ml49032156800.24%301470093.75%夜间喷雾50ml4901363700.10%136370100.00%护肤⾯面膜6⽚片7406284647207.05%59443956094.59%合计51866590090100.00%4852615824093.56%2、预售第⼆二趴*6.11-6.17　预售合计实际合计宝⻉贝标题价格销售件数销售⾦金金额销售占⽐比销售件数销售⾦金金额付款率神仙⽔水330ml1860941175026043.60%909169074096.60%肌源赋活三件套308017754516013.58%16450512092.66%690元体验装69081055890013.92%78053820096.30%⼩小灯泡30ml10403833983209.92%36638064095.56%肌源赋活霜50g8601661427603.56%15913674095.78%男⼠士神仙⽔水230ml1370731000102.49%648768087.67%肌源眼霜15g73071518301.29%684964095.77%男⼠士神仙⽔水75ml59056330400.82%533127094.64%CC霜68031210800.53%281904090.32%⽇日间喷雾50ml49041200900.50%391911095.12%夜间喷雾50ml4901258800.15%9441075.00%护肤⾯面膜6⽚片7405233870209.64%49336482094.26%合计32844014350100.00%　3132382741095.37%•神仙⽔水330ml成为预售最⼤大杀招，占⽐比42.99%•两波预售销售结构没有明显变化，第⼆二波预售付款率更更⾼高“神仙水”-改写肌肤命运3、正式第⼀一趴*6.6-6.10TOP10*按链接统计序号产品UV转化率成交件数成交⾦金金额销量量占⽐比1【年年中预售】SK-II神仙⽔水护肤精华露露330ml套装135356.98%775132674016.08%2【年年中预售】SK-II神仙⽔水护肤精华露露330ml补⽔水保湿蕴含pitera334519.43%651111156013.47%3【年年中预售】SK-II神仙⽔水⼊入⻔门体验装护肤精华补⽔水保湿套装354422.18%7915344906.48%4【年年中预售】⼤大红瓶3件套162710.45%1704850205.88%5【年年中预售】神仙⽔水⼤大红瓶3件套装补⽔水紧致25964.86%1704615205.59%6SK-II【年年中盛典】护肤精华露露/神仙⽔水330ml⾯面部精华套装补⽔水257200.92%2434473315.42%7神仙⽔水⼊入⻔门体验装-690919660.54%5053483964.22%8【年年中预售】护肤⾯面膜346212.13%4733415004.14%9【年年中预售】SK-II肌因光蕴环采臻皙钻⽩白精华露露30ml套装⼩小灯泡198416.23%3263227903.91%10【年年中预售】】SK-II神仙⽔水体验套装skii护肤精华露露补⽔水保湿105939.85%4242842303.45%11【新⻛风尚聚】⾯面膜10⽚片261831.11%3312445052.96%12【樱花礼盒】神仙⽔水230ml321110.55%1792442532.96%13【年年中预售】SK-II肌因光蕴环采钻⽩白精华露露30ml套装⼩小灯泡28083.93%2422366402.87%14【3080】神仙⽔水⼤大红瓶3件套178690.40%762314802.81%15SK-II【年年中盛典】skii⼩小灯泡淡斑精华肌因光蕴环采精华露露30ml117081.12%1361405721.70%合计　　5492676102681.95%•618美妆第⼀一波⽤用户对品牌认知度较⾼高，⼊入⻔门690套组转化较低，但330ml神仙⽔水等核⼼心pack转化较⾼高•第⼀一趴更更多是预售付尾款及重点品类主推，⾯面膜流量量较⼤大“神仙水”-改写肌肤命运4、正式第⼆二趴*6.18-6.20TOP10*按链接统计套装销量量产品UV转化率成交件数成交⾦金金额销量量占⽐比1【年年中预售SK-II】skii神仙⽔水护肤精华露露330ml补⽔水保湿蕴含pitera321528.55%920163510019.40%2神仙⽔水230ml488671.30%66488382910.48%3SK-II神仙⽔水⼤大红瓶3件套装补⽔水紧致-霍建华签名版442860.58%2697819999.28%4SK-II【年年中预售】skii神仙⽔水⼊入⻔门体验装护肤精华补⽔水保湿套装490215.97%7915455806.47%5护肤精华露露/神仙⽔水330ml⾯面部精华套装补⽔水171621.58%2895122476.08%6【年年中预售】⼤大红瓶3件套31153.38%1664804805.70%7神仙⽔水⼊入⻔门体验装-690659371.00%6714617585.48%8SK-II肌因光蕴环采臻皙钻⽩白精华露露30ml套装⼩小灯泡90240.02%3693696104.38%9【年年中预售】护肤⾯面膜67664.35%4983667704.35%10SK-IIskii⼩小灯泡淡斑精华肌因光蕴环采精华露露30ml160662.13%3623628414.30%11⾯面膜6⽚片139232.42%4102989883.55%12SK-II⼊入⻔门体验套装-330287092.30%6712209372.62%13【⽇日常】神仙⽔水⼤大红瓶3件套75100.67%52152036.481.80%14护肤精华露露体验装-590369850.62%234137436.761.63%15【年年中预售】⼤大红瓶50g26261.07%1621327201.57%合计　　6528734233187.10%•签名版神仙⽔水为爆发提供销量量⽀支撑•⾯面膜销售情况较好，之后可考虑⾯面膜＋神仙⽔水组套售卖•330trailset转化较⾼高可以⽤用作招新，690trailset可以拿到会场较多流量量，490售卖不不佳，后期可考虑增加trailset种类“神仙水”-改写肌肤命运15区分阶段，精准投放“神仙水”-改写肌肤命运16第⼀一波预售&爆发时间5.20-6.10付费推⼴广花费访客展现点击率订单点击单价ROI转化率销售总计1,230,191852,28512,762,7256.68%6,7261.445.090.79%6,266,324直通⻋车253,118226,5866,301,0833.60%15521.126.040.68%1,528,835明星店铺319,401311,196828,29437.57%33621.039.521.08%3,040,695钻展657,672314,5035,633,3485.58%1,8122.092.580.58%1,696,795第⼀一波活动：总花费123W访客85.2W带来销售626.6WROI5.09平均转化率0.79%较⽇日常提升20%：offer⼒力力度增加&VR眼镜/明星物料料“神仙水”-改写肌肤命运17⼈人群与推⼴广素材：第⼀一波预售&爆发第⼀一波蓄势期：主投⼈人群浏览/⾃自⼰己店铺⼈人群/cpc系统推荐优质⼈人群沉淀⾏行行为客户主投⼈人群浏览⼈人群（30%）⾃自主访客定向⾃自⼰己（40%）CPC智能推荐⼈人群（40%）CTR7.56%CTR6.78%“神仙水”-改写肌肤命运18⼈人群与推⼴广素材：第⼀一波预售&爆发第⼀一波预热期：增加投放⼈人群竞品店&⽔水货店更更多使⽤用offer展示的图⽚片&加赠利利益点主投⼈人群浏览⼈人群（25%）⾃自主访客定向⾃自⼰己（30%）CPC智能推荐⼈人群（30%）⽔水货店（包含天猫国际）/竞品店（15%）“神仙水”-改写肌肤命运19⼈人群与推⼴广素材：第⼀一波预售&爆发第⼀一波爆发期：增加主投⼈人群：CPC场景定向CMO⼈人群（代替DMP店铺⾼高浏览收藏未购买⼈人群：溢价太⾼高）增加投放展位：淘宝⾸首⻚页banner2拉回蓄势与预热的沉淀的⾏行行为⼈人群客户，配合店铺的⾼高⼒力力度offer赠品&VR眼镜主投⼈人群浏览⼈人群（15%）⾃自主访客定向⾃自⼰己（30%）CPC智能推荐⼈人群（25%）CMO场景定向⼈人群（30%）“神仙水”-改写肌肤命运20时间6.11-6.20付费推⼴广花费访客展现点击率订单点击单价ROI转化率销售总计968,279503,8599,692,8965.20%4,9981.925.390.99%5,219,943直通⻋车243,639140,7885,494,9842.56%13171.735.810.94%1,415,542明星店铺174,118167,764472,91935.47%2,3911.0414.041.43%2,444,611钻展550,522195,3073,724,9935.24%1,2902.822.470.66%1,359,791付费推⼴广数据：第⼆二波预售&爆发第⼆二波活动：总花费96.8W访客50.3W带来销售521.9WROI5.39平均转化率0.99%较第⼀一波活动转化率提升22%（offe提升：赢⼀一年年神仙⽔水&霍建华签名神仙⽔水）“神仙水”-改写肌肤命运21⼈人群与推⼴广素材：第⼆二波预售&爆发经过第⼀一波的⼈人群的扩展与沉淀，有了了⼀一定的⼈人群基数：第⼆二波活动较第⼀一波的时间周期较短，侧重在转化（第⼀一波很多客户没有购买到带VR眼镜的套餐&限量量满减优惠券被领完）主投的⼈人群还是放在：收藏浏览⾼高未购买的⼈人群上CMO结合第⼆二波新的利利益点：VR眼镜/神仙⽔水⼀一年年券/霍建华签名神仙⽔水转化有明显的提升。主投⼈人群CMO场景定向⼈人群（40%）⾃自主访客定向⾃自⼰己（30%）CPC智能推荐⼈人群（30%）“神仙水”-改写肌肤命运22⼈人群与推⼴广素材：第⼆二波预售&爆发利利益点：使⽤用同样的视觉⼈人群上来看，⼀一年年神仙⽔水专享券的CTR⾼高于整点送霍建华神仙⽔水从转化率看：霍建华签字款神仙⽔水套餐的转化率要⾼高于其他活动的神仙⽔水套餐。“神仙水”-改写肌肤命运23品牌强⼒力力⽀支持，确保销售持续爆发“神仙水”-改写肌肤命运24品牌⽀支持－天合计划根据品牌外媒投⼊入同期置换天猫资源，为年年中促导流来源明细6/16/26/36/46/56/66/76/86/96/106/116/126/136/14淘内免费汇总938385449197847454846979119858137639442794606691063645266天猫频道4341393730644740362750866274淘宝站内其他2190239629004274206215692765226821342252941123216011315天猫首页3474280131951809146627432840243325353231719269626192291淘宝首页1105854701524449688572480198226273460422248淘内免费汇总3156133716351125990837042256314192837794421593899225555241612313821556猫客首页1281201251131145101809266517011702137112411287939天猫APP10,8328,3708,2368,4926,4345,12011,01510,0609,4849,0675,3365,1005,3004,464天合计划置换流量稳定为店铺引入3000-5000左右“神仙水”-改写肌肤命运25品牌⽀支持－明星物料料霍建华签名神仙⽔水，结合⾼高单价3080套组销售，获得⼀一致好评同⼀一套组，刻字版平均转化率提升0.15%90份送霍建华海海报3080套组被10分钟抢完贡献241套，并重点吸引会场流量量　6⽉月18⽇日6⽉月19⽇日6⽉月20⽇日⽇日均值汇总访客数2128011685116851488344650⽀支付转化率0.69%0.42%0.42%0.55%0.55%⽀支付⾦金金额448070142223142223244172732516⽀支付商品数154494984252⽀支付买家数146494981244“神仙水”-改写肌肤命运26品牌⽀支持－VR结合最前沿科技和⾸首发Vr视频配合赠送Vr眼睛，符合618年年中促⼼心智⼤大⼤大提升了了330ml神仙⽔水转化率•VR眼镜累计送出2800个左右，•330ml神仙⽔水预售加赠VR眼镜，转化率由1%提升⾄至2%“神仙水”-改写肌肤命运27谢谢