“Double 11” has become the biggest annual event in the domestic e-commerce industry. In this marketing carnival, live streaming e-commerce gained a strong momentum as the main battlefield of the “Double 11”, providing new opportunities for many industries to take corner overtaking. Taking this opportunity, VATS Selected has made active exploration to seek new breakthroughs. In order to successfully join the “Double 11” carnival, VATS Selected has actively made deployments and developed strategies in terms of atmosphere creation, product promotion, live streaming interaction, and third-party cooperation since this October, hoping to bring new shopping experience to customers.

From November 1 to 11, VATS Selected registered sales volume growth by 5 times over the same period of last year; it was ranked the fourth in the liquor industry in terms of sales volume of its official flagship store in the JD platform.

In summary, VATS has made great efforts in the following four aspects in order to perform well in this event:

Firstly, there was a warm office atmosphere where all employees were enthusiastic about work

As “Double 11” approached, in order to fully mobilize employees’ enthusiasm about work, VATS Selected held a mobilization meeting and carefully decorated the office area with flowers, banners, balloons floating on desks, hanging flags, and tables cards everywhere...... Exciting slogans that read “I’m poised proudly to be the king of sales” and “Forgetting about eating or sleeping, just cheer up and make money” were put up. The operation staff kept refining the plan; designers carefully polished every poster; hosts repeatedly rehearsed sales talks about every product. The team was enthusiastic from top to bottom, eager and ready to get into action.

Secondly, talents were selected from different departments to build the strongest host crew

Since its live streaming business was started, VATS Selected has encouraged its internal employees to be hosts, and a group of talented hosts with good image, extensive business knowledge, and strong capability in stage control have emerged from various business departments. On the eve of the “Double 11” carnival, VATS Selected started another round of quality assessment among employees who had served as hosts and paired them depending on their styles. Finally, 7 finalists were selected from VATS Selected, Brand Department, Direct Sales Department, Vintage Business Department, and External Liaison Department, and were paired into 3 groups that moderated three live streaming rooms of VATS Selected platform and the No. 1 Store and the No.2 Store in the JD platform. During the 12 live streaming sessions over 4 days, the hosts actively interacted with consumers, not only introducing the business philosophy of the VATS brand, but also detailing the quality of products to which VATS acts as an agent.

Thirdly, a wide range of products were promoted in diverse forms that attracted attention

The products provided in the live streaming came in great varieties, including liquor, wine, whiskey and more. On the same occasion, the three products of “Qinghua Fenjiu · 30 Revival Edition”, “Selected Series · Lotus (Blue)”, and “Selected Series · Lotus (Red)” were first released on the platform, creating another highlight of the living stream event.

Products were promoted in various special offers like flash sale, exclusive discounts for the first release, and real-time screenshot of lucky draw. No complex promotional tricks were used throughout the process. Consumers were not only motivated to participate, but also exposed to simple shopping fun and real benefits.

Fourthly, partnership with JD doubled the effort

During the “Double 11” campaign, VATS Selected worked closely with JD. On the evening of November 10, Ding Ning, Assistant President of VATS Liquor Store, led a team to the JD headquarters, where both sides had in-depth discussions on this event and future cooperation directions. It is worth mentioning that the store of VATS Selected in the JD platform was just officially opened this year. Live streaming was a “challenge” during the “Double 11” campaign. Through various efforts, the sales volume of the two stores in the JD platform topped tens of millions in RMB.

Early in the morning of November 11, after the living stream ended, Li Wei, the First Responsible Person and CEO of VATS Liquor Store, reviewed the event, summed up experience and shortcomings, and put forward new requirements on the future development of living broadcast business for VATS Selected. He pointed out that compared with top e-commerce companies that performed so well during this “Double 11” campaign, VATS Selected still had much room for improvement: Firstly, in event planning and promotion, it should continue to learn from the top companies and better pave the way for marketing activities; secondly, it should continue to strengthen data analysis and consumer research and plan promotional activities in a targeted manner; finally, it should tap and cultivate more potential in-house hosts.