Taobao double eleven activities - the theme of 2018 is double eleven partners, we are busy with the set of energy, divided into red packets, in the set of energy on the page there is also a gold coin manor is not to see, the following I love the secret of the small editor to give you an introduction to the Shake the money tree related content.
Taobao double 11 gold coins manor shaking money tree collar red packet strategy
Enter Taobao can see the double eleven set of energy to lead the red packet activity poster, this poster is also very obvious it, basically open the direct can be seen.
Then we need to select the Taocin icon in the middle of the top of the screen, and then it will pour the gold manor.
Entering the gold manor inside, you can see above the seeds that have been planted;
Select the seeds on the left side of a small piece of land, to receive the money tree seeds.
If you succeed in planting the money tree, you can then complete the quest to get the water drops.
The water droplets can be obtained by signing in the way, and then click on the water droplets to water the tree, so that it can grow more quickly, when the 2:00 p.m. you can harvest the cash on the tree on the red packets, it is said that you can split 30 million red packets, which is also very exciting things. Of course, this is also mainly depends on the luck, it is not allowed to hundreds of big red packets will be in your hands, hurry to start planting it!
The double eleven on Taobao how to attract flow for the store to expand customers?1. Preparation before the big promotion
Decoration design
Double 11 undertaking page design, the main picture watermark design and marketing poster settings
Activity play
1. 20% off the entire product
2. Double 11 day order the first 10 free single (199 yuan)
3. Double 11 day order TOP1 send Aidou endorsement products
4. 200 full of customized calendars
5. Double 11 day all orders are sent to postcards
Grand Carousel activities
1. 5 random star endorsement products
2. star customized calendars
3. anime gift pack
4. star handbook
5. p>5. star postcards
6. five yuan no threshold coupon
coupon
1. 18 minus 2
2. 48 minus 5
3. 88 minus 10
4. 188 minus 40
2. preheating period need to do the rhythm of the operation
(1) for the microtao The second time to send double 11 product content articles, the main star customized calendar, star posters and other products to send articles to gather fans, while inserting the store's single product link into the store to help the store to introduce fan traffic, assisting the store to pull up the content marketing traffic.
(2) customer operation platform settings
For the operation platform settings
1: the need to create a VIP customer groups, increase the store's old customers sticky, so as not to lose customers to other stores, at the same time for the 2 times and more than 2 times the consumer to set up a different VIP level
2: for the store has been browsing the crowd did not buy, add the crowd, the old customer crowd and the shop's old customer crowd, the shop's old customer crowd, the shop's old customer crowd, the shop's old customer crowd, the shop's old customer crowd, the shop's old customer crowd. crowd, the old customer crowd and other high-quality consumer groups, to make the marketing plan to stimulate the form of coupons issued (and store discounts can be the same) to effectively pull these people into Taobao to see our preferential message prompted to enter the store, effective consumption.
(3) customer response
We came to inquire about the single customer service auto-response and double 11 words
3._Chang trips on the day of the 11th activity time custom
0-3 points
Order the first 10 can be free of charge (within the 199 yuan), the order TOP1 to send a soybean endorsement of the product, in the enjoyment of the store after the discounted price of 11, the product price of 500 yuan can be enjoyed to become a member of the store, the price of 500 yuan. Product price of 500 yuan can enjoy becoming a store VIP customers, the second purchase can enjoy member discount price
1pm-7pm
In accordance with the store's cross-store coupons can be
8pm-12pm
Also in accordance with the same activities and the early morning 0-3am can be
The whole point under the top 10 Become a VIP
4. Double 11 through train promotion program
1: through train November 5
Plan to increase the daily limit of 50 caused by the flow of traffic to continue to enter the (star customized calendars star posters as the leading, in addition to the plan of the product is not to increase the daily limit of the complementary)
2: through train November 7
Customized calendars plan to continue to increase the daily limit of 80 (greater exposure, improve product ranking, so that more traffic into the link, plus enough collection, while customer service to guide the order, so that the product's search rankings and sales cumulative continue to increase)
3: Through Train November 10
Each plan for the turnover of high-quality people to pull up the premium, the keywords are not greatly adjusted to avoid the location of the top (the customized calendars and posters in accordance with the situation). Customized calendars and posters in accordance with the situation to set the daily limit increased by how much appropriate)
(During the period will be the main focus of the double 11 for the main paragraph to make the through train creative activity map)
4: Through train November 10th-11th day
Each plan according to the actual turnover of the production ratio to determine the increase in the daily limit of the amount of traffic has been to maintain a continuous flow of traffic to give the store to pull the big! More natural exposure
5. store maintenance after the double 11 activities
1: for the logistics delay in the region to pay more attention to the buyer Want to communicate to avoid wasting unnecessary time to query
2: for the order unpaid orders, Want to urge and SMS to urge at the same time to remind the strength of the concessions or inventory
3: for the double 11 purchase of new customers, to avoid wasting unnecessary time to query
3: for the double 11 purchase of new customers, to remind the buyers to pay for their orders. 11 purchase of new customers, before November 25th more customer operations platform for customer maintenance, including (active old customers, loyal customers) and other promotion of the 2 conversion or double 11 order to buy 4: through train daily limit is reduced, the crowd premium needs to be immediately modified to the previous, so as to avoid clicking on the price per unit is too high, prematurely offline.
6._11 after the end of the rhythm of the main product
Daily limit is reduced, continue to through train accurate crowd positioning to exposure.
The daily limit can not be too low, in order to pull in more traffic, at the same time with the customer service guide, as far as possible, so that the sales of this product quickly accumulated up, but also for the store's level, turnover, etc. Maintenance to enhance
7._11 after the end of the rhythm of auxiliary products
Increase the product and increase the collection of the store plus enough rate to assist in improving the whole store and the weight value of the single product
This is the first time that I have seen this product in the market. The weight value of a single product
Auxiliary products for the pen (associated marketing settings) to pull buyers in these products to stay longer, increase the number of visitors to the product to increase the amount of browsing, so that Taobao capture the product to enhance more exposure to maintain the sales of these products
(Concerned about Mars Electricity School, you can get more information on e-commerce)
Taobao planningTaobao planning model essay 6
Taobao planning chapter 1
Activity background
In the double eleven activities on the eve of the event, we have to actively participate in the bargaining, hollow snatching and other activities in order to increase the exposure of our brand to improve brand awareness, so as to pave the way for sales in the double eleven activities.
Two, the activity program
Warm-up: time is November 1 to November 10 (1) online.
Through the store's own design warm-up activities page, including home page posters, store signs, baby details page, all pictures to double eleven as the theme elements, aimed at creating a double eleven shopping carnival atmosphere for the event to lay the foundation, reserve traffic. Traffic: through train, drill show, micro-tao, Taobao, SMS sending, old customers wake up and so on. (2) offline
Designed easy pull-ups, banners, themed posters, buy some balloons and ribbons to set up the whole office, so that everyone can fully feel the atmosphere of the double eleven.
Customized T-shirts to play offline mobile advertising, the department all uniformed after the group photo to do publicity pictures.
Official activities: November 11th 00:00 ~ November 11th 23:59.
Pictures: store activities, the main venue page, product detail page associated with the poster, micro-tao activities to promote the poster, drill show pictures, through-traffic pictures, store home page posters, store signs, to guide the independent order flow charts and so on.
Reception room on the day candy, cookies, fruit and other food can not be less, nervous moments can not let everyone hungry. The person in charge should arrange for everyone on the line, rest.
Three, activities to follow up
Artwork: do a good job of refund processing time, order information modification, delivery courier and time and so on the statement placed on the home page and product details page.
Customer service: pre-sale X + after-sales X + customer review X (responsible for order review and printing) to ensure that the computer configuration; to ensure that the printer and related materials (electronic face sheet such as this); to ensure that the company network; check the software settings. Quick phrases and autoresponders (prepare in advance, include promotions, use sparingly).
Warehouse: Ensure inventory is accurate and avoid stock-outs. Prepare materials for packing. Prepare the appropriate proportion of goods in advance of the packaging and separate stacked in the event, to ensure smooth communication between customer service and out of the warehouse to ensure that the process of sales in the process of modifying the order information and other circumstances of the smooth resolution.
Four, inventory preparation
(1) to determine the double eleven activities on-line products, all the main products to account for the overall stocking of 50% -60% of all the products in the week before 11.11 must all be stocked to complete the store inventory according to the actual 90% -95% to complete, if you need to giveaways also need to be stocked.
(2) according to the expected sales scale, do a good job of double 11 promotion activities in advance of the main sales of goods inventory. Must be before the event and the corresponding supply channels to determine the emergency replenishment mechanism, to determine the supply capacity of the supply channels, the establishment of emergency communication contacts, to ensure that in the event of insufficient inventory can be quickly done to replenish the goods or shelves in a timely manner.
(3) check the goods bar code management system to ensure that all shipments of goods have a bar code, to facilitate out of the warehouse to check the accuracy of the allocation of the use of scanning guns to scan the bar code to do the verification, improve speed and efficiency.
(4) be sure to double 11 activities before the 2 ~ 3 days to do a warehouse inventory or related promotional activities inventory of goods, clear inventory size, and will be 100% of the real inventory data entered into the ops.
Fifth, personnel preparation
(1) on the possible double 11 order surge and recruitment of new employees, in advance of the staff work arrangement plan, and do the corresponding training work, do a good job in the packing process, in advance of the training of the relevant packing sticker sheet details of the work in advance of the staff training work.
(2) to all employees, especially order processing-related work of the staff, to do the perfect operation of the training and other training.
(3) to develop a good interdepartmental staff temporary scheduling, training and work contingency plan, as well as the promotion of activities during the continuation of the staff duty, vacation and other related arrangements. Personnel must be well deployed, brush and customer service should be planned for two to three shifts. The day is all day system, take turns in the reception room rest.
(4) According to the flow of high and low to calculate the number of personnel in each position.
(5) Materials should be calculated for the maximum possible flow and the number of packages.
Six, material preparation
(1) packaging materials to prepare for the sale of goods on the promotion of activities involving various types of bags, foam fillers, boxes to do inventory protection, and can be in advance of some of the specific packaging for the initial organization, then just put the goods can be. Can also be in advance of the goods directly packaged, just wait to play a good courier single directly after the posting of documents and shipments;
(2) courier face sheet, delivery note paper storage, printer debugging, printing consumables (ready to enhance the single link (3) such as double eleven this large-scale activities put forward by the requirements of the merchant's service requirements, in particular, the requirements of the delivery link, the requirements of the two days within the All customers in the North, Shanghai, Guangzhou, Shenzhen, Hangzhou priority delivery.
Taobao planning chapter 2
A pre-sale preparations
1. Decoration before the start of the campaign to do a good job of store decoration work to highlight the theme of the campaign will be the main promotion of goods beautification.
2. Marketing to do a good job of the store goods associated with marketing with a good recommended packages such as jackets bottoms pants and other usual promotional techniques can not be stopped such as the collection of gifts full of praise send gold attention to send volume and so on.
3. Selection of goods activity goods to select products with advantages such as price advantage style novelty quality and so on. Of course, all the goods sold must be confident not to make a good product will bring more repeat customers more positive feedback higher DSR score lower return rate to reduce customer service and warehouse workload to reduce shipping costs. In short the product must be value for money.
4. stocking activities in the sales of goods and gifts to prepare sufficient supply of packaging supplies are well prepared, such as cardboard plastic bags express face sheet tape stickers knife printing supplies.
5. Inventory before the start of the campaign to carry out a warehouse inventory work to do the accounts in line with the system inventory and the actual inventory in line to avoid the phenomenon of over-selling and under-selling. Note that the consequences of overselling is very serious will seriously affect the customer's impact on the store seriously affect the DSR score and dynamic score.
6. Organize the main storehouse goods here to say that the goods are organized cargo space goods placed neatly stocked storage location is clear so that the efficiency of the shipment accuracy will be improved.
7. venue activities during the package will be many times more than usual, so the venue must be planned well in advance to achieve a reasonable location of personnel parcels neatly placed in order to improve the overall work efficiency.
8. Reasonable allocation of staff in each department as well as cooperation between departments. Tell everyone to mobilize their own enthusiasm during the event to complete their own work at the same time to cooperate with the relevant departments to complete the work we have to screw together in order to efficiently complete the task. Managers should play a good job of coordination.
9. Training, especially customer service training, the huge volume of activities need to do a good job of customer service and customer FAQ between the difficult to answer. Activities in the process of each customer service Want to face hundreds, or even thousands of customer questions and answers to do a good job of customer diversion as much as possible so that the old customer service to share some of the customers to improve the efficiency of the work of this need for technical support.
10. handover between the department and the department of the handover between the department of the handover between the warehouse and the express delivery of the handover should be done. Especially between the warehouse and courier handover must be clear to avoid the phenomenon of losing single drop single this is very important.
11. Security to do a good job of security checks do not need to be at the critical moment property power outages, water outages, fire extinguishers whether the normal use of the network paralysis system crashes, such as the checking and repairing of hardware and facilities to do a good job.
12. Diet in advance for everyone to customize a good meal meals must be better than usual to treat the hard-working brothers and sisters. So that we work up more forceful.
Second, the sale of follow-up work
The activity is the busiest and most pro-bitter to the number of customer service and warehouse brothers and sisters in charge of the various departments at this time to cooperate and coordinate their work with the previous preparations have been done in place in the sale of the time to inspire everyone's morale is the most important. It is best to be equipped with an orderly dedicated to customer service and warehouse staff services such as tea and water, distribution of food and drink and other subtle work so that they can concentrate on work.
Three, after-sales service
Goods issued after the ensuing and is the customer feedback at this time customer service personnel should be prepared to patiently and carefully answer any questions encountered by the customer's nerves can not have half a point of slack don't think that a single on the all right to deal with the customer's problems will reduce the number of unnecessary returns and exchanges. The problem of customer returns and exchanges will be clearly labeled to facilitate the warehouse sorting. The warehouse counts the goods returned and exchanged and reports the defective goods to the purchasing department for timely processing.
Taobao double 12 activity planning has been served, organized, clear division of labor, well organized, in order to ensure the smooth running of the event. Wish double 12 big promotion sale!
Taobao planning chapter 3
One, store name
"Erhuo" (Erhuo) shop
Summary of the shop
(a) business purposes
Purpose: I line in the current fashion and popularity
(b) product Overview
The main sales of second-hand clothing, supplemented by the sale of second-hand jewelry, product quality is good, affordable, and are more than 60% new, but also a small number of brand new products
(3) target positioning
Let more people spend less money to buy the most affordable and most suitable for the goods at the same time, but also their own second-hand goods against the purchase of our products to achieve the product The process of recycling and rational use of products.
(4) consumer groups
The main student groups, followed by low-income office workers (especially just entered the community of college students)
Three, the store
(a) store business goals
Three years to make sales of Erhuo products to reach a monthly income of 500,000, and in the Taobao Mall to form their own brand influence.
(2) store introduction
Store was founded in June 2, 20xx 22:22, the store through the Wuhan university campus students purchasing power and consumer demand for the process of sampling market research found that
students in an average of a week's shopping frequency reaches more than 79%, of which the frequency of shopping for clothing accounted for 46%, but from the other hand, found that its purchasing power, the purchasing power of the students. On the other hand, its purchasing power is greatly restricted and the purchase of clothing product quality is relatively bad, so, in response to the students' call, opened this "two goods" store.
(C) store management
The owner of the store called "two masters", which has three partners, four **** with the management of the store. Duties assigned:
Two masters: organization and coordination of the daily management of the store, including product shelves, etc.; (website construction, global management)
Small two No. 1: responsible for the daily online order follow-up and customer communication; (after-sales service, customer management)
Small two No. 2: responsible for the shipment of goods, and the postal service, the round-trip, Shentong communication and timely shipment, as well as the channels of importation! Timely follow-up of goods; (market research, goods shipment management)
Small two 3: Responsible for the statistics will be recorded, daily good daily income and expenditure statistics, and once a week to summarize, January for a summary. (Financial management)
Added: the deployment of personnel mainly by the two main distribution and arrangement, and is not bound to the above introduction, but the overall responsibility for the task will not be too big difference. As a team, we will play a complementary role, mutual cooperation.
Four, market analysis
(a) market research
1, online shopping has gradually become the trend of the times, more and more people like to buy online
Things, and the premier of Taobao, Jingdong Mall, Ebay, etc., but Taobao's influence and sales of the huge have made it the leader of e-commerce, and the online store has become a people! The first and second career is a good choice.
2, according to online information: more than 90% of online clothing products are new clothing sales, and the existence of fewer second-hand clothing stores, such a market development opportunity is undoubtedly worth trying, fewer competitors for us is also very favorable, and secondly, we make outstanding performance in the price of clothing, fashion, service, then the success rate of second-hand stores also The success rate of the second-hand store is also within reach.
3, according to offline market research, through the college students' purchasing power and consumer demand, suggestions, etc., are greatly conducive to the store's start and development.
(B) SWOT analysis
1, advantageous analysis
A, there is a large student market demand;
B, e-commerce apparel industry is not much second-hand clothing sales stores, relatively small competitiveness;
C, the purchase channel through interpersonal relationships, and the price of purchases is very low;
D, clothing quality is good, low prices. Good, low prices, and are more than 60% new.
2, disadvantage analysis
A, whether the student consumer concepts can be a big change, whether the influence of the surrounding environment and choose new clothing;
B, the store is newly opened, customer awareness rate is low, and the brand influence tends to be almost zero;
C, clothing photo processing is not professional, the store clothing sales have an impact;
Taobao planning chapter 4
Activity preface
In this spring, everything is recovering in the beautiful season, in the leadership of the school league committee's strong support and other sister departments of the strong cooperation, we Pingdingshan College Student Union third Taobao market officially began today, through the previous Taobao market exploration and successfully organized, this activity will be more novel and interesting, show and sell Products are more abundant, I hope students can actively participate in this activity to find their favorite products.
Second, the activities
The name of the activity: Taobao market
Activity object: Pingdingshan College students (mainly graduates)
Activity time: May 20
Activity location: College Fan Square
Activity unit: Pingdingshan College Students' Union
Third, the work assigned
Preliminary publicity
1.
1, pre-publicity
The specific plan will be issued to the faculty outreach department, in advance to do a good job of publicity, publicity by the school publicity department, network department and faculty publicity department, the network department is specifically responsible for the display boards and posters will be displayed and pasted to the main teaching building and the main roads on campus, banners hanging to the main roads on campus, the activities of the web page in the event of the network before the uploading of the Department of the students' union website, and top, to expand the scope of publicity, the activities of the students' union, the students' union website, the students' union website. The campaign webpage will be uploaded to the student union website by the network department before the campaign and put on the top of the website to expand the scope of publicity.
2. Outreach Department of each faculty
On receipt of the plan, the Outreach Department of each faculty will take immediate action to notify the Web Department of each faculty's publicity department and make arrangements for publicity work. In addition, the faculty outreach department statistics will participate in Taobao market units and individuals, three days before the event summarized to the school outreach department. On the day of the event, in the faculty of the exhibition place is responsible for on-site coordination arrangements.
3, the outreach work
After receiving the specific information summarized by the outreach department of each faculty, the fan-shaped square delineated the location of the faculty exhibition and sale, and timely notification to the faculty to ensure that the day of the event in order, normal and smooth operation.
Four, the day of the activity arrangements
1, in the activity of the day 7:00 am, the University Student Union office staff to the field of roll-call signing in to ensure that the activities of the personnel arrangements and the smooth progress.
2. Arrange the personnel to prepare the booth and sound equipment in place in advance, and debug the sound microphone in advance, check the sound equipment.
3, the host of the third Taobao market on stage to announce the official start and introduce the Taobao market details.
4, arranged to the leadership and graduates on behalf of the speech on stage
5, by the activities of the host through the broadcasting equipment on-site turns to introduce the Taobao market specifics, the introduction of the exhibition and sale of product information, to expand the scope of the activities of the publicity, and the effect.
6, according to the statistical information in advance to divide the faculty exhibition and sale of the range, and arrange for the timely placement of goods in place
7, the product zones need to be placed on the same type of products to be placed on display and sale of categorized products, and labeled with the type of the product, so that the buyer (students) to facilitate the choice and purchase.
8, after the end of the activity, the student body is responsible for clearing the scene, the equipment back in place, clean up the site health.
V. Notes
1, the planning book issued by the Department of Outreach of the faculties and departments must be seriously implemented, seriously responsible for their own publicity and organization of the work of the report, such as the encountered problems can be reflected to the University Student Union Outreach personnel, to avoid the impact of the day of the event was held smoothly.
2, the faculty outreach department will be the statistics of the faculty exhibition and sale of information must be reported to the school outreach department three days before the event, to avoid reporting lag affecting the activities of the overall arrangements.
3, in the activities before the start of the faculty to organize a good exhibition vendors in a timely manner to the scene, the goods placed in place, in order to facilitate the activities of the orderly progress.
4. When carrying the merchandise, pay attention to the custody of the merchandise to avoid loss, leakage and damage.
5, in the morning of the day of the event 7:00 school student body office personnel need to sign in on time,
in order to activities on the day of the personnel arrangements.
6, before the event by the Department of Arts and Culture is responsible for checking the normal use of sound microphone equipment
7, after the end of the event, the Department of Outreach to complete the activity in a timely manner, summarize the experience of the event and lessons learned and submitted.
Sixth, the activity summary
After the activity, the leaders and guests are invited to leave the seat, and then organize the students to leave the venue in an orderly manner, return the borrowed equipment.
Summary of the activities, the activities of the summary of the book submitted to the Office of the Student Union.
Taobao planning chapter 5
Activity theme and its concept
La bachelor, fashion shopping all the reason for 50% off.
Communication concept, to fashion bachelor (promotion of copy, pictures, including page production are centered on this concept) for the dissemination of the entry point, the use of various channels on the activity page to disseminate.
Second, the plan to implement the process outlined
1, October 11th -16th
Promotion of the information required to collect and prepare (including microblogging account, Want, promotion of the required copy and picture materials, etc.) during the activities of the store customer service recommended activities of the words
2, October 17th -31st
All promotion channels Begin to promote microblogging, and microblogging synchronization began to operate.
3, November 1-5
The microblogging began a new prize forwarding, participating stores began to activities on the preview picture, the traffic will jump to the microblogging.
On the preview page, share the gift activities, share this page can get 5 yuan coupon
4, November 6-11
After 17 days of forum promotion feedback data, selected high-quality forums for the direct promotion of the page of soft.
The various channels to promote the publicity home page
There is not much time left from the double 11, in short, if it is a planning case, you must pay attention to one thing, the process should be complete, but also must be the promotional activities of this promotion planning program to the executive level. You have to get into the situation, because you plan, you need what kind of resources to cooperate with you, in the event of what kind of situation occurs, how to solve and avoid and so on to say clearly, at least to be guarded, so, is a simple plan.
Taobao planning chapter 6
1, Summary
With the informationization of life, the popularity of the use of computers, online shopping has slowly replaced the traditional shopping mode. Online shopping is not limited by time and space as well as product diversification to give consumers more convenience and choice, attracting more and more consumers, is now a popular shopping mode. Therefore, we also put into the online store 'army to go, our store is also considered to be just starting business, there are many problems, there is the positioning of the product, the basic operation of the store and so on, the most central question how to let consumers find us and consumption, as well as the realization of repeat purchases.
2, the status quo analysis
2.1, market analysis and positioning
a, market analysis: now we are in the network period, the purchase of goods online has become one of the most important way of people's daily consumption, just past the double 11 very well illustrate this point, and the network will become the main way of consumer shopping in the future, is the foreground of the offline retailing, has a great market potential. The market potential is very large.
b, project analysis: according to the above analysis of the market background, online shopping for young people accounted for the majority of the young people's market is mainly engaged in the project is young people's shoes, clothes and a variety of accessories, young people's shoes, clothes and a variety of accessories are also Taobao on the popular items, we are responsible for the store specializing in foreign trade in line with the style of the young people's scarves shawls.
c, the target market: Taobao target market, mainly the pursuit of fashion trends,
Like online shopping young Internet users. Taobao on the competition, the main characteristics of the goods and prices and good service to win the business of goods to keep up with the trend of meeting the requirements of young consumers, the price of different prices for different consumers to different prices to give different concessions, for different consumers to give different services. Our target groups:
a students
b young people
c enterprises and institutions staff
The reason for choosing them is:
a they have plenty of time to surf the Internet
b their purchasing power is relatively large
c they pay attention to the external image of the individual
d the pursuit of new Things
2.2, store introduction
Our store is mainly engaged in meeting the style of young people's foreign trade scarves and shawls, mainly in the ethnic wind, retro style. Our store focuses on credit and product quality, to provide consumers with quality service, if the customer has a good reason we guarantee unconditional returns, the principle of customer first business, and strive to create a good image of Taobao store.
Because our online store has just started, so a lot of data has not been able to meet the requirements,
The above data is more illustrative of the facts,
On the competitors in this category under the situation is as follows: