shopee-planner（虾皮策划师）

Shopee Campaign Planner

Quick Reference

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.
2. Poor product-campaign fit — Wrong SKUs in Flash Sales (slow movers, low stock) tank conversion and waste slots; skill enforces eligibility criteria.
3. Budget imbalance — Over-investing in Vouchers with no halo effect on organic rank; skill recommends balanced allocation to drive both conversion and search ranking.
4. 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.
5. Coins Cashback underuse — Many sellers ignore Coins as a loyalty lever; skill identifies high-repeat-purchase SKUs where coins drive LTV.
6. No post-campaign analysis — Campaigns run without reviewing ROAS, sell-through rate, or BSR impact; skill includes a 48-hour post-mortem checklist.
7. 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.
2. Note all platform-subsidised events (double-digit days, seasonal sales) in the next 60 days.
3. 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.

1. 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.
2. Vouchers: Go to Marketing Centre → Vouchers → Create Voucher. Configure type (store-wide vs. product), discount, min spend, issuance cap, validity dates.
3. Coins Cashback: Go to Marketing Centre → Coins Cashback → Join Campaign or set up custom Coins offer if not on a platform event.
4. 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:

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.

1. 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.

1. 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.

1. 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.

1. 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.

1. 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.

1. 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.

1. 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.

1. 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.

1. 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