Hearing that Li Mu said that he had thought of a very good business model for the Seedling Protection Fund, Xiao Fangfang was immediately surprised and asked: "Ah? Is it true? Mr. Li, can you tell me first?"
Li Mu smiled and said: "President Xiao, that's what I'm thinking about. Aren't you going to do a charity auction? In an ordinary auction, there are only a few hundred people participating in the bidding at most. Not to mention the small scale, many things are easy to fail to sell. If the price is good, or even if the auction is unsuccessful, the effect of long-term charity auctions will only become worse and worse, don’t you think?”
Xiao Fangfang said: "You are right, that's it. Putting aside today's exception, charity auctions are becoming more and more difficult to do in general..."
Li Mu continued: "Actually, taking those celebrities as an example, I think you should also know in your heart that most of the time they are not willing to participate in charity frequently. Today they took the initiative to come to you, it must be because today's events have such great influence, and , you and four ambassadors of the Seedling Protection Fund were on TV together. The video that day also took place at the Seedling Protection Fund dinner. The reputation of the Seedling Protection Fund will also be greatly improved, so I feel that they are all working for influence. You came here on your own initiative, what do you think?"
Xiao Fangfang sighed and said: "Why don't I know? In the past, asking celebrities to donate something had to rely on their faces. Even if they agreed, they were increasingly unwilling to invest. Now they are actively contacting them. It must be because of today The popularity of this matter is too high, and I’m afraid it will be impossible to find them again during the next charity auction.”
After saying that, Xiao Fangfang laughed and said: "But that's okay. At least this time they actively participate, and the charity auction can generate more charity."
Li Mu smiled and said: "Actually, I don't blame these celebrities. It's just that the Seedling Protection Fund and them have not found a win-win cooperation point."
Xiao Fangfang asked: "Mr. Li, if you say so, do you already have a solution? If so, please tell me quickly. I really want to know..."
Li Mu said: "President Xiao, what I mean is that the charity auction of the Seedling Protection Fund should not be held in Hong Kong."
Xiao Fangfang couldn't help but ask: "You mean to do it in the mainland?"
Li Mu hummed and said, "It will be done in the Mainland, but to be more precise, it will be done on the Mainland's network."
"Online? Doing charity auctions online?"
"That's right." Li Mu said, "You should have heard of a website I built called Taobao, right?"
"Of course!" Xiao Fangfang exclaimed in admiration and said: "Karen's album seems to have been sold and pre-sold on Taobao for 500,000 copies. People in the Hong Kong pop music circle are talking about your Taobao these days. It's really It’s so awesome!”
Li Mu smiled and said: "I dare not take it seriously. When it comes to charity auctions for the Seedling Protection Fund, I can open a charity auction page specifically for the Seedling Protection Fund on my Taobao website, and then put all the items donated by celebrities on Taobao." There will be an online auction, and then I will use YY to promote this online auction. To be honest, there are more than one billion people in the mainland, and the number of star-chasers is many, many times higher than that in Hong Kong.
Moreover, online auctions will not be like real auctions. Each item only has a few minutes of bidding time. If it is done online, I can set the bidding time for all items to three days. As the bidding time becomes longer, the possibility of bidding will also increase. There will be more, so overall, I believe that if the celebrity items are auctioned on Taobao, the final price space will definitely be much higher than that in Hong Kong, and the total amount of donations that the Seedling Protection Fund can ultimately receive will also be very large. room for improvement. "
"Increasing the total amount of charity auctions is just one of them. More importantly, we need to make celebrities voluntarily and proactively invest in charity auctions for a long time. How can we make them voluntarily invest in charity auctions for a long time? In fact, it is very simple, just let them pay for the items. When the time comes, there will be corresponding gains, and what they want most is nothing more than fame and exposure. It just so happens that the traffic of the combination of YY and Taobao in my hand is very high. When the time comes, I will promote this charity auction activity, which will not only promote The activity itself also has a great promotion effect on the celebrities who have donated items, and can greatly increase their exposure on the mainland network. In this case, I think those celebrities themselves will be very happy to participate. Between us and the celebrities In this way, we can achieve a win-win situation. Only a win-win model can be considered healthy and long-lasting!”
Li Mu did not say anything yet. If Taobao can win the charity auction of the Seedling Protection Fund and attract a large number of celebrities to participate, it will greatly improve Taobao's own brand awareness.
Since Taobao obtained authorization from almost all record companies and obtained video advertisements recorded by hundreds of singers, Taobao's key data such as the number of sellers, the number of products on the shelves, the number of newly registered users, and the number of order transactions have become popular. It has been greatly improved, it can be said that it has been raised to a new level. This is the fan effect of celebrities. The fan effects of hundreds of singers gather together. This energy is so great that it is almost a small universe.
Cooperating with record companies is to sell celebrities' albums. To put it bluntly, albums are still very common, but what if the celebrities' personal belongings can also be auctioned on Taobao? That's much more special and rare than an album.
For example, Andy Lau donated a wallet that he liked, and then asked Andy Lau to record a ten-second VCR for this wallet and put it on the product page. Netizens will never doubt the authenticity of this product after seeing it. It must be from It is Liu Dehua himself, and it is indeed used by him. Regardless of whether fans will buy it or not, for Taobao, its gold content and brand awareness will be greatly improved.
Li Mu’s plan is to formulate a complete online charity auction plan in advance, and clearly tell the mainland, Hong Kong and Taiwan celebrities that he will use all-channel promotion resources to promote this charity auction, and Taobao will specially design a secondary charity auction. page, set up several eye-catching Banner recommendation positions as well as various sizes of pictures and text recommendation positions on this page, and tell all the stars that as long as they participate in this charity photoshoot, they will have the opportunity to take turns in the following event time Getting exposure from different recommended positions will increase their visibility to a certain extent.
In this case, for celebrities, as long as they take out a personal item to participate in the charity sale, they can not only improve their reputation and reputation, but also use Li Mu's help to increase their popularity. It is a hundred benefits without any harm. Li Mu believes that most of them will participate without hesitation.
If you draw up a bidding list for auction items and tell them clearly that whose bidding item has a high price, it can always be displayed in a prominent position on the list, then it will definitely influence some celebrities and let them donate as much as possible. Come with something valuable, because as long as they can occupy a place on the list, their exposure will increase accordingly.
In this way, Taobao is really going to be awesome again. On the Internet after 2010, celebrities are everywhere like dogs. All major platforms will look for celebrities to join them to increase traffic and popularity, and stars will also take the initiative to look for traffic. Gao has settled on the platform to operate and promote himself on the Internet. However, in the current Internet, no one except Li Mu can attract a large number of celebrities to participate.
The combination of Tieba and Taobao has attracted a large number of singers to join in by helping to promote + sell albums. If you start a charity sale yourself, in addition to singers, film and television stars will also actively participate. By then, Taobao will almost It will be able to gather all the Chinese-speaking stars, not only the mainland, Hong Kong and Taiwan, but also the Chinese stars in Southeast Asia.
Xiao Fangfang was silent for a moment on the other end of the phone, thinking carefully about the plan Li Mu said, and the more she thought about it, the more excited she became.
She has long realized that charity auctions have reached a useless dead end. Stars are becoming less and less willing to participate, and the amount of charity sales is also getting smaller and smaller. The fundamental reason is that as Li Mu said, a win-win situation cannot be achieved. I always ask those celebrities to pay, but in the final analysis, it is difficult for me to give them anything in return other than a thank you.
But Li Mu is different. Li Mu has strong promotion capabilities in the mainland. This has been confirmed by Mo Wenwei. If Li Mu is really allowed to do charity sales on Taobao, I believe the celebrities themselves will be very interested. As long as they find out If they can get benefits from participating, then they will definitely take the initiative and continue to participate. In this way, a virtuous cycle business model will really be formed!
Thinking of this, Xiao Fangfang was so excited that her voice trembled: "Mr. Li, are you really willing to help the seedling protection fund with charity auctions?"
Li Mu said without hesitation: "Of course, I am 100% willing and completely obliged to help. All the proceeds from the auction will be donated to the seedling protection fund."
After saying that, Li Mu added: "President Xiao, if you really do this, I believe the amount of money raised may be higher than your imagination. Not only will the funding problem of the Seedling Protection Fund be solved once and for all, It will also bring huge financial redundancy to the seedling protection fund.”
Although the mainland's economy is not as good as Hong Kong's on average, if compared to the absolute number of rich people, Hong Kong is simply not enough. If a large number of celebrities put their things up for auction online in the mainland, Li Mu believes that the final transaction price will be very optimistic. More importantly, if I use resources to promote an online charity auction, celebrities will definitely participate actively, and the number of bids will also increase significantly. In this way, the final auction turnover is likely to increase from the original amount. To grow exponentially.
Xiao Fangfang was convinced of this. She asked Li Mu excitedly: "Mr. Li, when do you think this online charity auction can be implemented in detail?"
Li Mu thought for a while and said: "Let's do this, President Xiao. I will come up with a complete plan as soon as possible in the next two days. At that time, Taobao and the Seedling Protection Fund will jointly launch it. Then we can start accepting donations from celebrities. All celebrities will be unified Donate the items to the Seedling Protection Fund, which will then make statistics and connect the relevant information to Taobao.”
Xiao Fangfang immediately agreed: "Okay! I will cooperate with you unconditionally no matter what you say!"
(End of chapter)