# Promotion, Fulfillment, Compliance, and Data Review

## Load when

Use this reference for 618, Double 11, New Year campaign, inventory, fulfillment, after-sale, compliance, dashboards, or review cadence.

## Campaign phases

Do not treat campaigns as one-day bursts.

| Phase | Job |
| --- | --- |
| Reservoir | Xiaohongshu seeding, creator content, Tmall favorites/carts, Douyin creative tests, live assortment tests, member recall, keyword occupation |
| Preheat | Mechanism announcement, coupon reservation, live previews, creator schedule, search defense, hero inventory lock, customer-service scripts |
| Burst | Qianchuan conversion scale, Wanxiangtai keyword harvest, Juguang Search landing, long self-live hours, talent livestream concentration, unified price system |
| Return | Unpaid-order recall, add-to-cart recall, old-customer coupon, return live benefits, creator clip boosting, refund/fulfillment review |
| Repurchase | Refill/stock-up pack, member benefit, private-domain recall, review collection, LTV evaluation |

## Inventory and fulfillment

Before talent livestream or campaign scale, check:

- Hero SKU safety stock.
- Gift stock managed separately.
- Bundle prepacking and SKU mapping.
- Shelf-life and batch management.
- Shipping SLA.
- Breakage/leakage/missing-item risk.
- Gift missing risk.
- Customer-service capacity.
- Return/refund process.

Running out of hero stock can damage paid-media learning, search weight, live conversion, and review quality.

## Compliance

For food, health, mother-baby, beauty, personal care, and pet products, verify category-specific platform rules and legal claim boundaries before giving copy that implies efficacy, treatment, safety, or superiority.

Flag these risks:

- Absolute claims and extreme words.
- Unsupported efficacy.
- Medical or health-treatment implication.
- Overstated before-after proof.
- Non-compliant competitor comparison.
- Creator/live-room script risk.
- Comment guidance risk.
- Soft-ad disclosure and platform policy risk.

When compliance is uncertain, provide safer claim structures and ask the user to verify with brand/legal/platform rules.

## Review cadence

Daily dashboard:

- GMV, net profit proxy, ad spend, ROI, gross-profit ROI, new customers, refund signal, inventory, fulfillment incidents.
- CTR, CPC, CVR, CPA, AOV, product click, live GPM, UV value.

Weekly review:

- SKU role performance.
- Channel contribution profit.
- Content hit rate and decay.
- Creator effectiveness.
- Search-word changes.
- Price conflict.
- Refund and review issues.

Monthly review:

- Paid share vs natural share.
- Repurchase and LTV.
- Brand/category-word growth.
- Member/private-domain contribution.
- Assortment matrix update.
- Channel governance.

## Decision rules

- Add budget only when SKU economics, conversion, inventory, refund, and price-channel risk are acceptable.
- Reduce budget when marginal ROI, refund, or fulfillment deteriorates.
- Stop when no conversion signal appears after the defined test spend or when price/profit floor is breached.
- Change assortment when traffic and content work but conversion/profit does not.
- Change content when CTR/engagement is weak before product-page inspection.
- Change channel job when the same SKU/price creates direct cross-platform comparison.