Kandiantong: A flash sale limits stock and an end time
A limited-time flash sale is one of the marketing methods most able to create urgency and ignite sales quickly. The combination of "limited time, limited quantity, and a low price" pushes users to order fast. This article explains, step by step, how to plan and run a successful flash sale.
The three elements of a flash sale, and product selection
Limited time is usually 1 to 2 hours, which creates urgency. Limited quantity means stock is finite and first come, first served. Limited price means the price is far below the everyday price, at least down to half. Products should be bestsellers or seasonal items. A proven hit converts better. Daily goods and food, which are price-sensitive, fit better. Stock should be sufficient but not excessive. Profit has to stay controllable, and the cost of the flash price should be calculated. The product is better if it gives people something to talk about and to pass on.
Each flash sale should feature 3 to 5 products: 1 super hit for traffic, at the deepest discount, about 30% to 50% of the original price; 2 to 3 main products that protect profit, at a moderate discount, about 50% to 70% of the original price; and 1 higher-priced product that raises average order value, about 70% to 80% of the original price. Traffic items can be value singles at 9.9 yuan or 19.9 yuan. Clearance items can be slow movers at 30% to 50% of the original price. New items can be flashed at 70% of the original price.
Sessions and discounts
Fixed daily sessions include a 10:00 morning session, mainly office snacks and daily goods for office workers on a break; a 14:00 midday session, mainly products that take a light decision; a 20:00 evening session, the prime slot with the largest traffic, for the products you most want to push; and a 22:00 night session, mainly beauty and skin care. A single session of 1 hour is the most common. 2 hours gives users enough time to decide. 30 minutes suits a super hit. On discounts, 30% of the original price is for a super hit that brings traffic, and a small loss is acceptable. 50% of the original price is the usual flash-sale strength. 70% of the original price is a light flash sale, used to protect profit.
Warm-up and handling exceptions
Warm-up can follow a timeline: 3 days ahead, publish a flash-sale teaser poster; 2 days ahead, publish the product list and prices; 1 day ahead, publish a countdown poster; 2 hours ahead, push a reminder; 30 minutes ahead, push again. If the flash-sale system crashes, load-test in advance, prepare a standby server, and set a queue. When a problem appears, announce it promptly and compensate users. Against scalpers who grab stock in bad faith, set multiple checks such as mobile number, address, and a payment time limit, use behavior monitoring to recognize machines, review suspicious orders manually, and keep a blocklist.
Source: https://www.kandiantong.com/support/marketing/flash-sale.html