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,南孚旗舰,店月度总结及营销规划,2024/11/11,南孚旗舰店月度总结及营销规划2023/9/24,1,目录,1,月南孚旗舰店销售回顾,核心销售数据回顾,访客数据回顾,新老买家数据回顾,转化率数据回顾,品类销售数据回顾,店铺重点活动回顾,设计素材案例展示,推广费用概况,2,月南孚旗舰店营销规划,销售目标及分解,店铺重点活动规划,推广费用预算,目录1月南孚旗舰店销售回顾销售目标及分解,南孚旗舰店,1,月营销回顾,南孚旗舰店1月营销回顾,访客数据回顾,-,付,费免费,UV,概况,南孚旗舰店免费,/,付费,UV,概况,南孚旗舰店,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,1,月,免费,UV,占比,61%,68%,69%,74%,72%,73%,77%,88%,79%,77%,79%,75%,81%,付费,UV,占比,39%,32%,31%,26%,28%,27%,23%,12%,21%,23%,21%,25%,19%,免费,UV,371,055,261,949,377,879,346,876,439,706,528,498,510,298,1,161,056,572,506,632,758,1,062,779,812,827,693,144,付,费,UV,235,644,126,099,173,261,121,871,167,501,194,614,153,877,159,212,153,988,188,208,287,156,275,219,165,018,总,UV,606,699,388,048,551,140,468,747,607,207,723,112,664,175,1,320,268,726,494,820,966,1,349,935,1,088,046,858,162,1,月直通车钻展从,22,号左右开始减少，付费日均,5,300UV,整月付费,UV,下降，免费,UV,占比上升。,访客数据回顾-付费免费UV概况南孚旗舰店免费/付费UV概况南,访客数据回顾,-PC/,无线访客概况,1,月无线端访客占比持续上升主要是因年货节活动以及春节的影响，另外,PC,和无线占比和用户购物习惯有关，占比和行业基本一致。,访客数据回顾-PC/无线访客概况1月无线端访客占比持续上升主,新,老买家数据,回顾,南孚旗舰店新老买家数据概况,南孚旗舰店,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,1,月,新买家占比,90%,89%,88%,87%,88%,88%,88%,87%,87%,86%,84%,84%,86%,老买家占比,10%,11%,12%,13%,12%,12%,12%,13%,13%,14%,16%,16%,14%,新买家数,72,095,35,919,60,998,53,815,65,357,84,290,86,749,95,661,90,477,90,973,144,968,118,512,78,552,老买家数,7,939,4,495,8,433,7,814,8,787,11,563,11,851,14,161,13,721,14,378,27,123,21,829,12,926,总买家数,80,034,40,414,69,431,61,629,74,144,95,853,98,600,109,822,104,198,105,351,172,091,140,341,91,478,1,月老客户占比和,10,月持平，主要是新客增加较多。,新老买家数据回顾南孚旗舰店新老买家数据概况南孚旗舰店1月2月,转化率数据回顾,PC,转化率因访客数量比无线小，转化率均高于无线。另外站外广告的投放以及淘客活动，因人群的精准性对无线转化率有部分影响。,转化率数据回顾PC转化率因访客数量比无线小，转化率均高于无线,品类销售数据回顾,1,月份碱性销售占比,45%,，充电销售占比,18%,，纽扣销售占比,23%,，移动电源新品占比,12%,。,品类销售数据回顾1月份碱性销售占比45%，充电销售占比18%,店铺重点活动回顾,年货节,1.8-1.11,日,1.16,聚划算,主题团,1.30,N25,淘抢购,1.13-1.14,淘抢购,7,号,24,节,1.24-1.31,日,春节放假,预估,目标,值：,【销售额】,150,万,【转化率】,17%,【客单】,50,元,【访客】,17.6,万,【日均访客】,4.4,万,【日均销售额】,37.5,万,实际值,：,【销售额】,128,万,【转化率】,16%,【客单】,47,元,【访客】,17.2,万,【日均访客】,4.3,万,【日均销售额】,32.1,万,预估,目标,值：,【销售额】,45,万,【转化率】,16%,【客单】,50,元,【访客】,5.6,万,【日均访客】,2.8,万,【日均销售额】,22.5,万,实际,值,：,【销售额】,45,万,【转化率】,14%,【客单】,48,元,【访客】,6.7,万,【日均访客】,3.4,万,【日均销售额】,22.4,万,预估,目标,值,：,实际,值,：,【销售额】,22,万,【转化率】,9%,【客单】,45,元,预估,目标,值：,实际,值,：,【销售额】,6.5,万,【转化率】,3%,【客单】,45,元,【访客】,5,万,预估,目标,值：,【销售额】,30,万（,8,天）,【转化率】,6%,【客单】,42,【访客】,12,万,【日均访客】,1.5,万,【日均销售额】,3.75,万,实际,值,：,【销售额】,17,万,【转化率】,4%,【客单】,38,元,【访客】,12,万,【日均访客】,1.5,万,【日均销售额】,2.17,万,店铺重点活动回顾年货节1.8-1.11日1.16聚划算主题团,设计,素材案例展示,年货,节钻展图,年货,节活动页,设计素材案例展示年货节钻展图年货节活动页,推广费用,概况,-,销售额总费比概况,南孚旗舰店,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,1,月,销售额,392,172,305,280,340,409,418,440,408,409,776,635,408,费比,10.0%,11.3%,11.0%,7.5%,10.9%,10.6%,7.7%,7.2%,7.4%,10.0%,10.2%,10.6%,12.0%,广告费,39,20,34,21,37,43,32,32,30,41,79,67,49,1,月份销售额,408,万 总推广费,49,万，占比,12%,推广,费增加主要是新品淘客部分支出增多。,推广费用概况-销售额总费比概况南孚旗舰店1月2月3月4月5月,推广费用,概况,-,品类费比概况,1,月份新品销售额近,49,万，新品占比,12%,，费比,9%,其他品类费比稳定。,总销售额,碱性销售额,纽扣销售额,充电销售额,新品销售额,碱性费用,纽扣费用,充电费用,新品费用,碱性占比,纽扣占比,充电占比,新品占比,碱性费比,纽扣费比,充电费比,新品费比,1,月,3,924,845,2,399,389,761,704,594,009,0,47,824,190,412,26,396,0,61%,19%,15%,0%,2%,25%,4%,0%,2,月,1,721,734,792,177,521,042,289,786,38,620,22,332,119,972,15,333,11,770,46%,30%,17%,2%,3%,23%,5%,30%,3,月,3,048,855,1,677,972,772,285,438,862,55,220,28,720,210,018,23,675,27,519,55%,25%,14%,2%,2%,27%,5%,50%,4,月,2,796,245,1,435,282,721,481,509,805,52,036,20,611,136,031,15,907,20,215,51%,26%,18%,2%,1%,19%,3%,39%,5,月,3,401,167,1,842,464,859,468,553,993,75,725,37,390,144,903,21,083,67,013,54%,25%,16%,2%,2%,17%,4%,88%,6,月,4,085,902,2,163,998,942,704,753,443,113,927,41,979,137,953,30,844,67,024,53%,23%,18%,3%,2%,15%,4%,59%,7,月,4,178,844,2,254,646,1,068,925,705,315,80,866,42,981,134,764,25,403,46,371,54%,26%,17%,2%,2%,13%,4%,57%,8,月,4,400,820,2,406,197,1,231,886,606,898,80,091,45,710,158,896,12,733,4,128,55%,28%,14%,2%,2%,13%,2%,5%,9,月,4,084,837,2,066,554,1,190,710,542,646,199,220,38,939,142,485,14,082,31,463,51%,29%,13%,5%,2%,12%,3%,16%,10,月,4,085,768,2,039,529,1,255,607,529,227,162,093,39,461,200,416,0,30,165,50%,31%,13%,4%,2%,16%,0%,19%,11,月,7,764,402,4,414,071,1,684,378,1,016,622,435,551,112,419,207,954,37,442,55,223,57%,22%,13%,6%,3%,12%,4%,13%,12,月,6,348,474,3,100,693,1,470,470,970,068,629,746,99,683,185,031,48,792,83,732,49%,23%,15%,10%,3%,13%,5%,13%,1,月,4,083,838,1,823,665,925,228,717,729,486,671,50,493,88,360,31,720,43,269,45%,23%,18%,12%,3%,10%,4%,9%,推广费用概况-品类费比概况1月份新品销售额近49万，新品占比,南孚旗舰店,2,月营销规划,南孚旗舰店2月营销规划,核心销售目标,2,月份南孚旗舰店销售目标,400,万，费比,9.5%,，,实际费比争取控制在,11%,及以下。减少,淘,客部分的费用支出。,2017,年南孚旗舰店,2,月销售目标,时间,店铺,销售额,/,元,访客,/,UV,客单价,/,元,转化率,成交用户数,订单数,推广费,/,元,费用占比,1,月,南孚旗舰店,408,万,86,万,42,9.0%,9,万,9,万,49,万,12.0%,2,月,南孚旗舰店,400,万,80,万,42,12.0%,9.6,万,9.7,万,38,万,9.5%,核心销售目标2月份南孚旗舰店销售目标400万，费比9.5%,品类销售目标,2017,年,2,月品类销售及费比 单位：万元,碱性,充电,纽扣,感应灯,丰蓝,排插,充电宝及新品,钻展及其他,合计,/,元,1,月,销售额,182.4,71.8,92.5,4.5,7.3,0.8,48.7,0.5,408.4,推广费,5.5,3.2,8.8,0.1,0.4,0.0,4.3,26.3,48.6,销售占比,44.7%,17.6%,22.7%,1.1%,1.8%,0.2%,11.9%,费比,3.0%,4.4%,9.6%,1.9%,5.6%,8.9%,11.9%,2,月,销售额,193,70,90,3,5,2,37,400,推广费,6.0,3.0,11.5,0.5,6.0,12.0,38.0,销售占比,48%,18%,23%,1%,1%,1%
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