Shopee Campaign Planner

Quick Reference

Decision	Strong	Acceptable	Weak
Flash Sale product selection	Top-seller with ≥4.8★, high review count, fast shipping badge	Mid-tier seller with ≥4.5★, some reviews	New listing, few reviews, slow fulfillment
Voucher discount depth

Solves

1. Margin erosion — Sellers discount too deeply without calculating actual profit per unit after fees and shipping; this skill enforces margin-first selection logic.
Poor product-campaign fit — Wrong SKUs in Flash Sales (slow movers, low stock) tank conversion and waste slots; skill enforces eligibility criteria.
Budget imbalance — Over-investing in Vouchers with no halo effect on organic rank; skill recommends balanced allocation to drive both conversion and search ranking.
Missed platform events — Sellers miss Shopee 9.9, 10.10, 11.11 peak windows or join too late with insufficient stock; skill builds a 4-week pre-event plan.
Coins Cashback underuse — Many sellers ignore Coins as a loyalty lever; skill identifies high-repeat-purchase SKUs where coins drive LTV.
No post-campaign analysis — Campaigns run without reviewing ROAS, sell-through rate, or BSR impact; skill includes a 48-hour post-mortem checklist.
Voucher cannibalisation — Running store-wide vouchers during Flash Sales causes buyers to stack discounts beyond planned depth; skill prevents overlap conflicts.

Workflow

Step 1 — Audit your product catalog (15 min)

Pull your last 90 days of sales data from Shopee Seller Centre → Business Insights. Identify:

- Flash Sale candidates: SKUs ranked in top 20% by units sold, ≥4.8★ rating, ≥50 reviews, stock ≥ 3× estimated daily sales velocity.
Voucher heroes: SKUs with high AOV (top 30%), repeat-purchase buyers >20%, or strong seasonal relevance.
Coins SKUs: High-margin (≥40% gross margin), frequently re-purchased products where coins incentivise return visits.

Tag each SKU in a spreadsheet with its campaign type eligibility (FS / V / C / combo).

Step 2 — Build the campaign calendar (20 min)

Map your campaigns to the Shopee event calendar:

1. Check Shopee's official Campaign Calendar in Seller Centre under Marketing Centre → Campaigns.
Note all platform-subsidised events (double-digit days, seasonal sales) in the next 60 days.
For each event, slot:

- Flash Sale application 7–14 days before event (Shopee requires prior approval). - Voucher activation 3 days before event start, ending 1 day after. - Coins Cashback activated 48 hr before event, running through event end.

4. Fill non-event weeks with evergreen Flash Sales on peak traffic days (Friday–Sunday).

Step 3 — Set pricing and discount logic (20 min)

For each campaign type:

Flash Sale pricing:

- Calculate floor price = (unit cost + Shopee fees + shipping subsidy) × 1.05 (5% minimum margin buffer).
Set Flash Sale price at 15–25% below normal price, never below floor price.
Set slot quantity at 20–30% of 30-day stock to create urgency without clearing inventory.

Voucher configuration:

- Minimum spend = 1.5× current AOV for store-wide vouchers; 1.2× for product-specific.
Set total issuance cap = expected daily orders × campaign days × 0.4 (40% uptake assumption).
Choose "Follower-only" for retention vouchers; "All buyers" for acquisition during events.

Coins Cashback:

- Set coins return at 5–8% of item price (in Shopee coins).
Apply only to products with ≥40% gross margin to absorb the subsidy cost.
Stack with Flash Sale only if your margin supports both levers simultaneously.

Step 4 — Submit and configure (30 min)

1. Flash Sale: Go to Marketing Centre → Flash Sale → Apply for Flash Sale. Select time slot, add eligible SKUs, set discounted price and quantity, submit for review.
Vouchers: Go to Marketing Centre → Vouchers → Create Voucher. Configure type (store-wide vs. product), discount, min spend, issuance cap, validity dates.
Coins Cashback: Go to Marketing Centre → Coins Cashback → Join Campaign or set up custom Coins offer if not on a platform event.
Double-check that no two campaigns create conflicting discount stacks beyond your planned depth.

Step 5 — Pre-launch stock and logistics check (10 min)

- Confirm stock levels cover Flash Sale quantity + normal organic orders for the campaign window.
Set your shop's processing time to 1 business day or less to maintain Preferred Seller status during high-traffic periods.
If using a 3PL or warehouse, notify them of expected volume spike 48 hr in advance.
Enable "Auto-extend" for Vouchers only if you have stock depth to support extended demand.

Step 6 — Monitor and optimise during campaign (ongoing)

- Check Seller Centre → Live Dashboard every 30 min during Flash Sale windows for stock depletion rate and add-to-cart vs. purchase ratio.
If CTR is high but conversion is low (<2.5%), investigate: price too high vs. competitors, poor hero image, or slow page load.
If stock deplets faster than expected, pause the Flash Sale slot early to avoid overselling.
Track Voucher redemption rate hourly: <5% after 2 hr signals low visibility — boost via Shop Decoration banner or Shopee Ads.

Step 7 — 48-hour post-campaign review

Pull the post-campaign report from Marketing Centre → Campaign Report. Evaluate:

- Flash Sale: Sell-through rate, ROAS, BSR rank change, new follower uplift.
Vouchers: Redemption rate, average basket uplift vs. non-voucher orders, new vs. returning buyer split.
Coins: Repeat purchase rate in 14 days post-campaign, coins redemption rate.
Document learnings in your campaign log and adjust next cycle's product selection, discount depth, and timing.

Examples

Example 1 — 9.9 Super Shopping Day Plan (mid-sized fashion seller)

Context: A women's fashion seller on Shopee MY with 800 SKUs, AOV MYR 89, top 10 SKUs drive 60% of revenue.

Catalog audit results:

- Flash Sale candidates: Floral Wrap Dress (4.9★, 312 reviews, 40 units/day velocity), Ribbed Crop Top (4.8★, 198 reviews, 28 units/day).
Voucher hero: Premium Blazer Set (AOV MYR 189, 35% repeat buyers).
Coins SKU: Everyday Basics Bundle (52% margin, ordered 2.1× per buyer per quarter).

Campaign plan:

Campaign	SKU	Discount	Config	Budget
Flash Sale 12pm	Floral Wrap Dress	20% off (MYR 72→58)	60 units, 2-hr slot	Platform fee only
Flash Sale 9pm

Budget split: Flash Sale (platform-subsidised, no direct cost) / Vouchers MYR 5,000 / Coins MYR 800 = Total MYR 5,800 marketing spend.

Expected outcomes: 3–4× baseline daily orders on 9 Sep, 15–20% new follower uplift, BSR top-3 in category during event window.

Example 2 — Evergreen weekly Flash Sale plan (electronics accessories seller)

Context: Shopee SG electronics accessories seller, low AOV SGD 18, high volume, thin margins (25–30%).

Challenge: Flash Sale slots are competitive; margins too thin for deep discounts.

Solution approach:

- Select only the two highest-reviewed, highest-velocity SKUs: USB-C Hub (4.9★, 890 reviews) and Screen Protector 3-Pack (4.8★, 540 reviews).
Price discount at exactly 12% (minimum viable for Flash Sale visibility without breaching floor price).
Slot quantity = 50 units each (creates urgency, not a margin massacre).
Run every Friday 3pm slot for 4 consecutive weeks to build search rank momentum.
Pair with a follower-only voucher (SGD 2 off, min SGD 15) running Mon–Thu to capture mid-week repeat buyers — no overlap with Flash Sale discount stacking.
Skip Coins Cashback entirely (margins too thin).

Result after 4 weeks: Flash Sale BSR improvement from position 28 → 9 in "Phone Accessories", organic daily orders up 40%, voucher redemption rate 31% (above 20% target).

Common Mistakes

1. Applying for Flash Sale with low-stock SKUs — Shopee penalises cancellations if you run out of stock mid-slot. Always buffer 30% extra stock above your Flash Sale quota.

2. Setting minimum spend too low on vouchers — A MYR 5 off with no minimum spend trains buyers to wait for vouchers instead of paying full price. Always set min spend at ≥1.5× AOV.

3. Running Flash Sales and store-wide vouchers simultaneously without checking stack depth — Buyers can apply both, easily pushing your effective discount to 35–40% and eliminating all margin.

4. Ignoring Shopee's Flash Sale application deadlines — Major double-digit events (9.9, 10.10, 11.11) require Flash Sale applications 10–14 days in advance. Sellers who apply the week before are rejected.

5. Setting Flash Sale quantities too high — Large quantities eliminate urgency, reduce "almost gone" social proof, and often lead to poor sell-through, wasting your slot on Shopee's algorithm.

6. Using Coins Cashback on low-margin SKUs — Coins cost you real money (Shopee debits your balance). Running coins on a 15% margin SKU wipes your profit entirely.

7. Not monitoring the live dashboard during Flash Sales — A Flash Sale with a broken image, incorrect price, or stock error will silently fail. Sellers who don't monitor in real-time lose the entire slot.

8. Over-promoting new SKUs in Flash Sales — New listings with <20 reviews convert poorly even with steep discounts. Shoppers look at ratings first. Use vouchers and Ads to build reviews before Flash Sale submissions.

9. Forgetting to turn off vouchers after events — Post-event vouchers running into the following week can continue bleeding margin without event-level traffic to justify the spend.

10. No campaign log or post-mortem — Sellers who don't document campaign results repeat the same mistakes. Maintain a simple log: date, SKU, discount, sell-through rate, ROAS, and notes.

Resources

- Output Template — Campaign plan document template for presenting to team or operator
Shopee Campaign Calendar Guide — How to read Shopee's event calendar and build your 90-day campaign roadmap
Discount & Margin Calculator — Formulas and worked examples for calculating floor price, voucher cost, and blended ROAS
Quality Checklist — Pre-launch, live monitoring, and post-campaign review checklist

Shopee 活动策划指南

快速参考

决策	强	可接受	弱
闪购选品	评分≥4.8★、评价数量多、拥有快速发货徽章的顶级卖家	评分≥4.5★、有一定评价的中层卖家	新上架商品、评价少、履约慢
优惠券折扣力度

解决的问题

1. 利润侵蚀 — 卖家未计算扣除费用和运费后的实际单位利润就过度打折；此技能强制执行利润优先的选品逻辑。
产品与活动不匹配 — 闪购中选错SKU（滞销品、库存不足）导致转化率暴跌并浪费活动位；技能强制执行资格标准。
预算失衡 — 过度投资优惠券却对自然排名无光环效应；技能推荐均衡分配以推动转化和搜索排名。
错过平台活动 — 卖家错过Shopee 9.9、10.10、11.11高峰窗口，或加入太晚且库存不足；技能制定4周活动前计划。
金币返现利用不足 — 许多卖家忽视金币作为忠诚度杠杆的作用；技能识别高复购SKU，其中金币可提升客户生命周期价值。
缺乏活动后分析 — 活动结束后未评估广告支出回报率、售罄率或BSR影响；技能包含48小时活动后复盘清单。
优惠券蚕食 — 在闪购期间运行全店优惠券导致买家叠加折扣超出计划力度；技能防止重叠冲突。

工作流程

第一步 — 审核产品目录（15分钟）

从Shopee卖家中心 → 商业分析中提取过去90天的销售数据。识别：

- 闪购候选商品：按销量排名前20%、评分≥4.8★、评价≥50条、库存≥预估日销量3倍的SKU。
优惠券主力商品：高客单价（前30%）、复购买家>20%或具有强季节性相关性的SKU。
金币SKU：高利润（毛利率≥40%）、频繁复购、金币可激励回访的产品。

在电子表格中为每个SKU标记其活动类型资格（FS / V / C / 组合）。

第二步 — 制定活动日历（20分钟）

将您的活动映射到Shopee活动日历：

1. 在卖家中心 → 营销中心 → 活动中查看Shopee官方活动日历。
记录未来60天内所有平台补贴活动（双位数日、季节性促销）。
为每个活动安排：

- 闪购在活动开始前7–14天申请（Shopee需要预先批准）。 - 优惠券在活动开始前3天激活，活动结束后1天截止。 - 金币返现在活动开始前48小时激活，持续至活动结束。

4. 在非活动周，于流量高峰日（周五至周日）安排常青闪购。

第三步 — 设置定价和折扣逻辑（20分钟）

针对每种活动类型：

闪购定价：

- 计算底价 =（单位成本 + Shopee费用 + 运费补贴）× 1.05（5%最低利润缓冲）。
将闪购价设定为正常价格的15–25%折扣，且不得低于底价。
将活动数量设定为30天库存的20–30%，以营造紧迫感而不清空库存。

优惠券配置：

- 最低消费 = 全店优惠券为当前客单价的1.5倍；产品专属优惠券为1.2倍。
设置总发行上限 = 预计日订单量 × 活动天数 × 0.4（假设40%领取率）。
留存型优惠券选择仅限粉丝；活动期间拉新选择所有买家。

金币返现：

- 设置金币返还为商品价格的5–8%（以Shopee金币形式）。
仅适用于毛利率≥40%的产品，以吸收补贴成本。
仅当您的利润能同时支持两种杠杆时，才与闪购叠加使用。

第四步 — 提交和配置（30分钟）

1. 闪购：前往营销中心 → 闪购 → 申请闪购。选择时段，添加符合条件的SKU，设置折扣价和数量，提交审核。
优惠券：前往营销中心 → 优惠券 → 创建优惠券。配置类型（全店 vs. 产品）、折扣、最低消费、发行上限、有效期。
金币返现：前往营销中心 → 金币返现 → 加入活动或在非平台活动期间设置自定义金币优惠。
双重检查，确保没有两个活动创建超出计划力度的冲突折扣叠加。

第五步 — 发布前库存和物流检查（10分钟）

- 确认库存水平覆盖活动窗口期的闪购数量 + 正常自然订单。
将店铺处理时间设置为1个工作日或更短，以在高流量期间保持优选卖家状态。
如果使用第三方物流或仓库，提前48小时通知预计的订单量激增。
仅当您有足够库存深度支持延长需求时，才为优惠券启用自动延期。

第六步 — 活动期间监控和优化（持续进行）

- 在闪购窗口期间，每30分钟检查卖家中心 → 实时仪表盘，查看库存消耗率和加购与购买比率。
如果点击率高但转化率低（<2.5%），调查原因：价格与竞争对手相比过高、主图不佳或页面加载慢。
如果库存消耗快于预期，提前暂停闪购时段以避免超卖。
每小时追踪优惠券兑换率：2小时后<5%表示可见度低 — 通过店铺装修横幅或Shopee广告提升。

第七步 — 48小时活动后复盘

从营销中心 → 活动报告中提取活动后报告。评估：

- 闪购：售罄率、广告支出回报率、BSR排名变化、新增粉丝增长。
优惠券：兑换率、与无优惠券订单相比的平均购物篮增长、新买家与回头客比例。
金币：活动后14天内的复购率、金币兑换率。
将经验教训记录在活动日志中，并调整下一周期的选品、折扣力度和时机。

示例

示例1 — 9.9超级购物日计划（中型时尚卖家）

背景：Shopee马来西亚站女性时尚卖家，拥有800个SKU，客单价89马币，前10个SKU贡献60%收入。

目录审核结果：

- 闪购候选商品：花卉裹身裙（4.9★，312条评价，日销量40件），罗纹修身短上衣（4.8★，198条评价，日销量28件）。
优惠券主力商品：高级西装套装（客单价189马币，35%复购买家）。
金币SKU：日常基础款套装（52%利润率，每买家每季度订购2.1次）。

活动计划：

活动	SKU	折扣	配置	预算
中午12点闪购	花卉裹身裙	8折（72→58马币）	60件，2小时时段	仅平台费用
晚上9点闪购