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4. Key product selection for

each channels
 Focused Sub-category with more
visibility, traffic

Focused category

Gender, location, age, buying

Freeship, Commission, behaviors, frequency, engagement,
Fulfillment, Content Platform policy Shopper profile shopping cart, etc.
Factor-
based

Promotion tools: bunding, AOW, AIV, share by price band

System & tools Price segment
combo, free-ship, vouchers,
etc.

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 Exercise 1

Dựa vào brand đã chọn của từng nhóm, mỗi nhóm

chuẩn bị powerpoint (15’):
Phân tích đối thủ, ngành hàng, lựa chọn key
products cho từng channels, operations models
phù hợp
5. E-store setting up &
product listing process
Copyright © 2019 OnPoint and CASK. All Rights Reserved.
 Exercise 2

Hãy chỉ ra những lỗi sai trên các ví dụ sau:

- Thiếu logo sản phẩm, mall tag
- Vị trí Brand trong tên listing

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- Không có giá khuyến mãi
- Thiếu logo brand, mall tag

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- Thiếu hình ảnh listing (ít nhất 3 hình)
- Thiếu logo thương hiệu, mall tag, USP, Model & Product name

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 - Thiếu mall tag, USP, Model & Product
name

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Copyright © 2019 OnPoint and CASK. All Rights Reserved.
Copyright © 2019 OnPoint and CASK. All Rights Reserved.
6. Special notes to product-
listing
 Tiêu chí Chi tiết Chú ý

Ảnh hưởng đến việc làm SEO on-site và off-

Sản phẩm - USP - Brand name - Model - Volume -
Tên sản phẩm Color + Gift tag if any
site
Làm giảm CTR và CR

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Tiêu chí Chi tiết Chú ý

Gồm ít nhất 5 hình ảnh nền trắng Hình sản phẩm chiếm 80% kích
Hình đại diện full product image thước (1200 x 1200px))
Hình ảnh Hình đại diện có USP, Brand name, Mall tag, product name +
model

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Tiêu chí Chi tiết Chú ý

Luôn luôn có 2 mức giá RRP & SP Đảm bảo normal SP cạnh tranh so
Mức discount normal : min 10% với các sellers trên cùng platforms
Giá cả

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 Tiêu chí Chi tiết Chú ý

Mô tả đầy đủ các thông tin cần thiết về sản phẩm: Cấu tạo, Tránh sử dụng text quá nhiều và
Mô tả sản phẩm Cách dùng, Lợi ích, Điểm khác biệt hình ảnh chung chung
Sử dụng hình ảnh để tạo trực quan

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Tiêu chí Chi tiết Chú ý
Cập nhật đúng kích thước và trọng lượng Tránh bị hủy đơn do sai dimension trên Shopee
quy đổi sau khi đóng gói Bị phụ thu phí ship trên LAZ
Dimension Sai quá lớn so với dimension đúng sẽ dẫn đến shipping
fee cao

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 Module NO. 3
CHIẾN LƯỢC
thương mại hóa sản phẩm
trên kênh E-commerce

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 Nội Dung Module 3
1. KPIs
2. FORMULA OF SALE
3. CAMPAIGN CALENDAR
4. FRAMEWORK FOR
BUSINESS PLAN

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1. WHAT ARE OUR KPIs?
Group Discussion:

Theo bạn, KPIs của sàn là gì và KPIs của brand trên E-com
là gì?

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WHAT ARE OUR KPIs?
KPIs

COMMERCIAL MARKETING

#
GMV Order AOV % Cancelation P&L Assortment Traffic CR CiR # Shopper

Brand Platform Brand Platform

• GMV (Gross Merchandise Value): doanh thu ghi nhận tại thời điểm khách đặt hàng
• AOV (Average Order Value): giá trị đặt hàng trung bình của một đơn hàng
• CR (Conversion Rate): Tỷ lệ chuyển đổi từ khách hàng tiềm năng trở thành khách hàng thực sự mua hàng
• CiR (Cost to income ratio): tỷ lệ chi phí quảng cáo trên tổng thu nhập đạt được từ chiến dịch quảng cáo đó

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WHAT ARE STRATEGY and KPIs OF PLATFORM?

SHOPEE LAZADA TIKI

- Focus on Retail model
- Main Category: Fashion &
STRATEGY -
TKB & HB
Shopper: increase Men
shoppers
- Partnership: improve MKT
solution for brands/sellers
- Focus and push more - Focus both MKP + Retail
MKP - Category: MB & HB & EL
- Main Category: EL & HB
& MB
- Shopper: both Men &
Women
- Shopper: increase - Increase assortment
Women
- Improve Seller Center to
be more automation

+ #Order + GMV + GMV

+ GMV + New Shoppers + AOV
+ New Shoppers + Returning Shoppers + New Shoppers
+ Returning Shoppers + % Cancelation + Returning Shoppers
KPI + % Cancelation + Deliver time + % Cancelation
+ Deliver time + Barter Package + Deliver time
+ MKT Package by cash + #Assortment
+ #Seller

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2. FORMULA OF SALES?
Group Discussion:

Theo bạn, dựa vào KPI của Platforms và Brand, bạn hãy tự
tạo ra 1 công thức tính sale riêng trên Ecom từ các KPI
trên?

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BASIC FORMULA OF SALES

SALE ORDER AOV

SHOPPER PRODUCT

NEW CURRENT #Item in order Value of Item

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Group Discussion:

Dựa vào công thức tính sale trên, hãy tạo ra các activities
để đẩy các chỉ số này tốt hơn?

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BASIC FORMULA OF SALES

SALE ORDER AOV

SHOPPER PRODUCT

NEW CURRENT #Item in order Value of Item

- Sampling - CRM - Bundle/Combo - Upgrade mini size

- Cross cate - Subscription - Promotion tool: mua to full size
- Trial price - After sale: CS call 2 giảm thêm 10%, - Innovation
- Innovation to shopper, mua 3 giảm thêm - Voucher for value
EDM… 15%
- Voucher for item

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ADVANCE FORMULA OF SALES

Stock
TRAFFIC QUALITY? Price+ Promo ● Bundling/ combo ● Right product
Repurchase ● Diversify assortment content/ image
Image/ Name ● Consult Shopper (via ● Interact with
Rating
chat) Shopper (via chat)
Stock ● Communicate routine/ ● Right fulfillment
Price+Promo. related product
Review ●
Upgrade sales
Image/Content

Stock
Price+Promo.
System, sign-
in
Stock
Price+Promo.
Payment
Shipping fee
System

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3. CAMPAIGN
CALENDAR
Group Discussion:

Hãy vẽ ra 1 calendar campaign full year theo từng quý và

tháng cho từng Platform?

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CALENDAR CAMPAIGN FULL YEAR ON E-COMMERCE

Q1 Q2 Q3 Q4

TẾT’S CAMPAIGN SUMMER SALE SUMMER SALE ONLINE

+ T1 + 2: Tết + T6: Summer Sale + T7,8: Summer REVOLUTION
+ T3: 8/3 Sale + T10: 20/10
+ T9: Back to + 11&12: 11.11 & 12.12
school + 9.9

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Tết’s Campaign 8/3 8.8 9.9 20.10 11.11 12.12

SHOPEE

Tết’s Campaign 8/3 Birthday Mid Year 9.9 20.10 11.11 12.12
LAZADA Sale

8/3 Trung Thu’s

TIKI Tết’s Campaign Birthday Campaign 20.10 11.11 12.12
Dzu’s co hon
Back to school

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Group Discussion:

Dựa vào calendar campaign của sàn và dựa vào mục đích
cải thiện từng chỉ số, hãy tự làm 1 plan theo quý cho full
năm 2019 cho brand mà bạn chọn?

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FRAMEWORK FOR CALENDAR CAMPAIGN FULL YEAR

BUSINESS PLAN 2019

Q1 Q2 Q3 Q4

AWARENESS
GOAL

Liệt kê từng đầu mục lớn Campaign

Visibility
Media

Liệt kê từng Activities và vai trò

của Activities đó so với các
KPIs/công thức sale

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EXAMPLE FOR CALENDAR CAMPAIGN FULL YEAR
BUSINESS PLAN 2019

Q1 Q2 Q3 Q4

AWARENESS LOYAL UPGRADE SALE

• Build campaigns to CUSTOMERS CUSTOMERS • Have the
focus on activities 1. For Shoppers who • Focus to push for the campaigns to
with Shoppers have chose our high value products increase the
• Priority about brand: give them Þ Change behavior of demand of
visibility special Gift for the the old shoppers from shoppers
• Invest media next orders buying single
2. For shoppers who products to set/combo.
=> Collect Shoppers to only add our
ready for new action in products in their • Recruit new shoppers
Q2 Shopping-Cart but who focus on quality
haven’t paid: give more than price.
them coupon to
push they paying
for this order.
=> Remain customers

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BUSINESS PLAN – Q1
Campaign
- Mini game for Shoppers
=> increase interaction
- Share more – Gift more:
Campaign is liked and
shared more, Gifts will be
more value.
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AWARENES
S
Media
Visibility - Invest on media: FB post,
FB Ads, Ad word,
Affiliate…
- Banner on Category main, Homepage
and Home floor of Beauty & Health
- Boosting our products in all Umbrella
campaigns of platforms
- Cross category to the other categories
which have similar our Shoppers: Beauty
<> Fashion…
BUSINESS PLAN – Q2

FOR OUR • Give them special Gift for the next

orders by email/SMS/Notice
SHOPPERS App/Notice Web (unique code)

CRM
BUILD LOYAL
FOR • For Shoppers who only add our
products in shopping-cart but haven’t
CUSTOMERS Áp dụng cho các đơn hàng Innisfree

POTENTIAL paid
• Give them the coupon which push them
SHOPPERS to pay for their orders by email/SMS

*CRM: Customer Relationship Management 

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BUSINESS PLAN – Q3

Change Behavior of
• Push more for products Shoppers • Recruit new Shoppers
which have high value from all activities
• Create more set/combo • Educate Shoppers
which has enough about knowledge and
routine for skincare/ full experience about trend
look for make up of Market
• Give more information
about all products
Focus High Value
Upgrade Shoppers
Products

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BUSINESS PLAN – Q4

OPTION 1 OPTION 2 OPTION 3

SUGGESTION PRODUCT BESTSELLER/HOT TREND RELATED PRODUCT

• Give the reason why we
should choose our products
+ Describe about the features
+ The best price with the best
quality
• The bestsellers with Hot
Price with/or exclusive gifts
• Launching new products =>
Exclusive only for each
Platforms
• Introduce Shoppers which they
can combine to buy
+ Focus on sets/combos
+ Single products but offer extra
coupon if Shoppers buy all of them

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4. FRAMEWORK FOR
BUSINESS PLAN
FRAMEWORK FOR BUSINESS PLAN FULL YEAR

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RAMEWORK FOR SALE PLAN FULL MONTH

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MỘT SỐ LƯU Ý KHI THAM GIA CÁC MECHANICS QUAN TRỌNG CỦA
PLATFORMS
FLASH SALE CAMPAIGN

Chỉ số vận hành phải good >80%:

+ Response rate: >85%
+ #item sold/month: 10 items
+ Response time: <30 phút
LAZADA + Price: <5% current price
+ On-time Delivery: > 90%
+ Performance before
+ Cancelation: <=1%
+ Thời gian active shop: > 1 tháng
+ Good rating & review: >85%

Chỉ số vận hành phải good >80%:

+ Response rate: >85%
+ #item sold/month: 10 items
+ Response time: < 12 tiếng
SHOPEE + Price: <5% current price
+ On-time Delivery: >95%
+ Performance before
+ Cancelation: <=1%
+ Good rating & review: >85%

TIKI Nope Nope

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 Exercise

Các bạn hãy tự thiết kế 1 Business Plan theo quý,

theo tháng và theo tuần cho chính brand của bạn dựa
vào calendar campaign và mục tiêu KPIs của chính
brand của bạn?
SUMMARY
What have you learned
-
-
-
-
-

Your action plan basing on this learning

-
-
-
-
-

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THANK YOU
FOR YOUR ATTENTION

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