双十一这把尺,量的不是数字,
量的是数字背后的价值。
双十一这场仗,打的不是数字,
打的是数字背后的组织。
双十一这本书,记录的不是数字,
是人与人奋斗不息的故事!
——电商11·11
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2.66亿,6连冠!
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portant; word-wrap: break-word !important;">2019年11月12日0点,杭州滨江,正泰工业园D栋3楼电商运营中心,欢呼声跃起,双11战绩正式出炉,正泰全网销售2.66亿,再次刷新记录,天猫官方旗舰店顺利实现行业6连冠!
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portant; word-wrap: break-word !important;">数字背后
portant; word-wrap: break-word !important;">有着他, 她, 他们
portant; word-wrap: break-word !important;">说不尽的故事,关于奋斗,关于荣耀
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狂欢节 VS 不眠夜
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61天,8个部门,奏响双11
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portant; word-wrap: break-word !important;">对于电商人来说,每年的双11都是一次"大考",在考试来临之前,至少提前2个月开始"备战"。这场会议上,产业、运营、推广、客服、仓储物流、财务、设计、市场等各模块思维碰撞,明确了方针目标与实现路径。爆品运营策略、产业产品组合营销、引流推广、页面创意呈现、直播策略…………讨论声一直从白天持续到深夜。
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portant; word-wrap: break-word !important;">今年的双11跟往年相比,营销方式层出不穷,在这个淘宝直播正火爆的"风口浪尖",要如何迎风起飞打通内容流量,通过品牌营销赋能店铺引流?
portant; word-wrap: break-word !important;">市场部品牌策划整合微博、微信、论坛、音频及视频网站等新媒体渠道,产出了达人视频、H5测试、创意海报、图文专题、朋友圈九宫格等多种形式的推广方案;建立居家化的品牌直播间,让主播与客户面对面,以直播带货的形式拉近品牌和顾客的距离。
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portant; word-wrap: break-word !important;">离双11正式开始只剩下不到7个小时,办公室里到处可见双11的物料,横幅,吊旗,战鼓,战斗氛围浓烈。
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portant; word-wrap: break-word !important;">行政部专门成立了双11员工关爱项目小组,为大家准备好了各类食品和饮料补充能量,并备上各种额度的抽奖红包,让大家在激情中奋斗,在奋战中快乐。后勤组还备好了供通宵客服稍作休息的睡椅,对战斗在一线的正泰电商人进行保障支持。
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portant; word-wrap: break-word !important;">双11,对于幕后的信息化部门的人员来说是一次考验。在奋战过程中,任何的系统故障,宕机,影响到的都是数以万计的订单和消费者。在今天之前他们已经演练测试过无数次,并制定有应急方案,以便提供稳定的支持,保证网络设备运行顺畅。增设的区域数据大屏,实时播报战绩,数字滚动变化时刻激励着客服及运营人员奋力突破。
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24小时,1个目标,奋战双11
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portant; word-wrap: break-word !important;">哒哒哒,哒哒哒……键盘敲击的声音在深夜散开,客服中心的每个人前面都有两台电脑,面对着满屏的客户咨询来回切换聊天页面。
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portant; word-wrap: break-word !important;">6个阿里"千牛",5个工作群,是小邓双11要处理的全部工作。这个年仅25岁的姑娘却是名副其实的"金牌客服"。短短一分钟内,她同时与30位顾客沟通,回答产品信息、备注信息、更改地址,手速让人叹为观止……
portant; word-wrap: break-word !important;">"我的手速不是玩游戏玩来的,是当客服练出来的。"从客服小白到身经百战,经历了3年双11的林老师,每次说起双11依然热血沸腾。
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portant; word-wrap: break-word !important;">双11期间,像小邓和林老师一样的客服有50多位,有些还是从其他部门调用前来支援的同事。
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portant; word-wrap: break-word !important;">"86型香槟金五孔面板产品销售超出预期,库存组合需重新调整!" "好的,马上处理!"
portant; word-wrap: break-word !important;">办公室传来一些不可避免的突发情况预警,运营部、各产业、仓储物流联动迅速响应,根据销售柔性调整,或启动备案,或现场决策,保障销售通畅。
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portant; word-wrap: break-word !important;">与此同时,电商督战指挥中心与大家奋战在一起的的公司各位领导们也时时盯着大屏幕上变化的数字,关注着整个过程。
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portant; word-wrap: break-word !important;">两位主播MM正在跟线上的近5万粉丝互动。从预售开始,两位主播已经累计直播了269个小时。"双11省钱攻略"、"双11嗨购指南",不同阶段的直播主题在获得近百万人次点赞的同时,也为店铺运营带来了可观的销量。
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portant; word-wrap: break-word !important;">5,4,3,2,1!滚动的大屏数字终在0点定格,正泰电工天猫官方旗舰店再次登顶行业销售排行榜,实现6连冠!
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portant; word-wrap: break-word !important;">庆功鼓点再次被敲起,大家原本脸上的倦容也顿时消失无踪!在破纪录的这一刻,一切的付出和努力都值得!办公室里充满着自豪与感动,因为除了销量,不断突破的还有我们自己!
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185万件待发产品,记录双11
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portant; word-wrap: break-word !important;">历经24小时的双11告一段落。而对于仓储物流部门来说,另一场战役才刚刚开始。随着一笔笔订单付款成功,正泰金华物流中心的仓库里,百余位分拣员、打包员在配货车间里忙得热火朝天。
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portant; word-wrap: break-word !important;">发货现场??
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portant; word-wrap: break-word !important;">物流中心负责人介绍道:今年双11活动期间,据不统计,仓库总共要派发超185万件产品。
portant; word-wrap: break-word !important;">为将订单准确迅速送达顾客手中,双11,一位配货员平均要配4500个订单,每日走上60000步;检验员小程说到,去年双11仅从她1个人手中检过的包裹就超过3800个,而今年双11,她预计这个数字会超过4100个!
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致敬 · 奋斗者
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portant; word-wrap: break-word !important;">我们对未来有无数种设想
portant; word-wrap: break-word !important;">但只会用一种方式抵达
portant; word-wrap: break-word !important;">狂奔和舍命狂奔!
portant; word-wrap: break-word !important;">YES, WE CAN!
portant; word-wrap: break-word !important;">这是正泰人双11背后的故事。
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portant; word-wrap: break-word !important;">在此
portant; word-wrap: break-word !important;">向每一位奋斗者致敬!
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