project report english versionv项目报告英文版

V饮料第一阶段推广报告1stroundreport精准投放AccurateAds广告展现量4570506实际投放3,2681次实际宝贝页访客72091个超额完成8.94%；Actualadsexpression4,570,506Adshit3,2681.TmallproductpageSiteVisitor72091.Exceedtheoriginalplan8.94%.Weachieve

H5游戏

MobilegameGameinvolvement5719Gamevisitor

3132数据显示：游戏浏览量5719个，访客3132个。Weachieve天猫店铺植入让至少Vbrand-tmallpageplacementmade3000玩家了解到V饮料售卖店铺3000playersgetaccesstoTmallpage61名玩家获得V饮料天猫店铺购物券61playersgotTmallVproductcouponsGameendingpage微平台搭建及运营

Weibo/wechatestablishmentPeriod：2015.10.25~now3messagespushatleastoneweekActivity：Pushextraactivityinthe1STround.Selectthe‘Vgirl’onlineanddovoting,attractmoregirlsgroupinvolvement.Weachieve9909wechatfans30fansincreaseeverydayPeakfansattractionamongthe2activitiesGAMEVGIRL引导流量AllleadtotransferTmallpage活动Activity奖项Gift植入Tmallplacement送券Coupons曝光

Impression总数统计Overalldata(10.28~11.18)20人addproductintoshoppinglist58canssalesLostrate90%Adshit3,2681TmallproductpageVisitor7,2091gameinvolvement5,719Gamevisitor

3,132数据显示：游戏浏览量5719个，访客3132个。Wechatuser9,909间288customergotcouponsProblems&SuggestionsQ1:90%lostrate72091pagevisitorJust20addintolist58canssalesQ2:CustomersarehardtofindtheNZfocuswhensearchintheTAOBAO.Nospecialtagorobviousdifference.消费者在有购买意向时产生疑惑，无法分辨哪家是官方售卖。？为什么传播力度无法转化为购买力WhycouldwetransfersalesABadshoppingexperience.Thelowershopratehasnegativeeffectonchoice.店铺氛围不好，买家对店铺信任度极低基本不会购买或选择别家购买。ReasonA1.Thelowershopratehasnegativeeffectonchoice.Shopfeedbackandratingstaris1stinfluencingfactorwhencustomerscomparedifferentshops.lower1.4%lower1.69%lower1.6%CompetitorReasonA客服全天不在线。买家会以为这是一家没有人运营的店铺。2.Theshopaccountserviceisalwaysoff-line.Customerstendtoregardtheshopasprivateshoportheshoplackofoperation，leadtodistrust.Reason店铺中种类少，并且毫不相关，其他类也没有销量A3.Theshopconsistofjust2product,Vandcosmetic.Ahuasalesis0.Theshopproductdiversificationcouldhelpincreasecustomertrustorthesingleproductsaleshopcouldleadtospecialtyandengrossment.ReasonCompetitorNZFOCUS运营者将精力用在其天猫平台上的另一家店。A4.NZFOCUSdomoreworkandoperationonTMALL.COM.ReasonBWECHAT≠TmallTheplatformcouldnotdirectlylinked,leadingtothelossofcustomers.微信平台与天猫不能直接打通的客观原因造成了用户的大量流失。ReasonCLowbrandawareness品牌的认知度低InChinesemarket,thebeveragewith¥20priceisnotthatavailableandcommon.(Averagepriceis¥4)CustomersneedtimetogetunderstandingofVproductandthebrand.在国内饮料市场上V饮料这样的高价格需要给消费者接受的时间。ReasonAtthesametime,wenoticedthecompetitorsaleschange观察到在我们推广期间竞争者的改变。11.1~11.18sold1384cans下阶段优化建议FollowingsuggestionsAccurateadspushProlongtheadsperiodandchangetheadsintheformatofGIF./HTML5.GEOPOEneedtakepicturesofproduct,re-designtheproductsearchpage,addmoretagsandbeingdifferentthancompetitor.TmallproductpagedesignupdateSuggestNZFOCUScoulddevelopshopdesignandoperationworklikeupgradingitsrate,goodcustomerservice。Shopupdate（WorkwithNZFOCUS）BudgetforRound1MediaResultBudgetAccurateadsApps/PCwebAdshit3,2681TmallproductpageVisitor7,2091¥80000Weibo/wechatpromotionKOL9900fansonwechat¥328000H5GAMEpromotionKOL5719gameplayersOnlineSEO/webnewspush/bbspushBAIDU,163,SINAandonlinewebs/BBS.Total¥908000GEOPOEoperationbudgetfor3months¥500000第二条片子推广2ndvideoWeibo/Wech