Project Background
The merchant is a well-known offline snack food brand. It has been operating a Taobao store for three years, mainly selling products such as nuts and dried meat. However, its online operation is weak and its ability to plan major promotions is insufficient. In the Double 11 of 2024, its monthly sales were only 5 million yuan. In 2025, it hopes to achieve a breakthrough through professional agency operation and aims to reach a GMV of 8 million yuan.
Core operation strategy
1. Full-cycle planning for major promotions: Start preparations for Double 11 three months in advance and formulate a three-stage strategy of "preheating - explosion - return". During the preheating period, users are locked in through "pay a deposit and get a 30-yuan discount" and "exclusive pre-sale gifts". During the explosive period, users sign up for Taobao's "Cross-store Discount" and "Hundred-billion Subsidy" activities. During the return period, the "clearance of leftover goods" benefit is launched to maximize the capture of traffic.
2. Content and channel interaction: Publish content such as "Snack Reviews" and "Snack lists for Watching TV Series" on Taobao Gougou to accumulate traffic for product recommendation. We have collaborated with over 10 Taobao food-related influencers to conduct live-streaming sales, among whom the top influencers have achieved sales of over 500,000 yuan in a single live-streaming session. At the same time, connect with Taobao Alliance, invite TaokAs for promotion, and expand sales channels.
Real-time data optimization: Relying on the data analysis capabilities of the company's elite technical team, real-time monitoring of traffic, conversion, and inventory data during the Double 11 period is carried out. The intensity of Express train deployment and product pricing are dynamically adjusted to prevent inventory overstock or sell-out.
Project outcome
During the Double 11 period in 2025, the total GMV of the store reached 8.6 million yuan, exceeding the target. Among them, the sales volume of the nut gift box single product exceeded 50,000 pieces, ranking among the TOP20 in the snack food category on Taobao.
During the promotion period, the number of visitors to the store reached 1.2 million, and the conversion rate increased to 12%, far exceeding the industry average.
After Double 11, the store's fan base increased to 150,000, and the subsequent average monthly repurchase rate remained stable at 18%, achieving the conversion of major promotion traffic into long-term users.
