In Taobao's conference room, Leader Lei sat on the left hand side of Li Mu with a somewhat awkward look. Directly in front of the long table was Li Mu's seat. On his left was Leader Lei, and on his right was Senior Brother Liu.
This situation made Li Mu feel extremely emotional. Two super big guys, one on the left and one on the right, happened to play the role of his right and left hands. This feeling was more than just a secret feeling in his heart. He was simply overjoyed. . ,
Leader Lei was a little nervous because it was his first time to attend a formal meeting of Taobao, and in his mind, Taobao's platform and team were more than one level better than his previous ones. He felt as if he was a domestic top-notch company. The coach of Club A suddenly had the opportunity to become an assistant coach of Real Madrid. For the first time, he sat in Real Madrid's coaching staff meeting room and listened to the Real Madrid coach's feelings when conveying tactical planning.
The content to be discussed at this meeting can be called the most important battle in the next stage of Taobao's development. It is not only extremely significant, but also truly highly confidential.
For Li Mu, although Leader Lei is not yet a member of Taobao from a contractual perspective, after reaching an agreement with Li Mu, he is already a part of Taobao, both in his eyes and in Li Mu's eyes. ,trustworthy.
At the beginning of the meeting, Li Mu first introduced Master Lei to everyone and told everyone that Master Lei would join Taobao in the near future and become the chief operating officer of Taobao.
When Li Mu said the name of Leader Lei and his position at Kingsoft and Joyo.com, the other employees present were stunned.
Leader Lei is very famous in the Internet industry. Although he is not as good as the rising star Li Mu, he is definitely one of the top talents in this industry. What's more, he is not only the CEO of Kingsoft, but also an outstanding chairman. The status and qualifications are extraordinary, but such a powerful person actually joined Li Mu, which made everyone realize that the gold content of the Taobao platform has reached a higher level because of Lei Jun's joining.
After introducing Leader Lei, Li Mu went straight to the point. In front of Senior Brother Liu, Leader Lei, the core operations team, and the professionals who had recently arrived, he described his plans for this promotional event in detail.
Li Mu first introduced the positioning of the entire promotion: This time, the 100-day promotion is to thoroughly consolidate the foundation of Taobao. Through this event, all people will realize that Taobao can deeply penetrate into their lives. , let them realize that Taobao can replace a considerable part of offline shopping in life, and has greater advantages: such as cheap prices, door-to-door delivery, and saving time and effort.
If this promotion is successful, maybe 10% or even higher of the daily necessities consumption of Chinese urban residents will occur on Taobao. This at least 10% cannot be underestimated because it covers all fast-moving consumer goods. , users purchase frequently with almost no interruption. Once a user develops the inertia of purchasing daily necessities online, most of the user's daily necessities may be transferred online in the future.
What this event wants to do is to attract the attention of a large number of urban residents and convert as many of them into online shopping groups as possible.
As for the duration of this event, Li Mu decided to position it as seven days. This time the time period is longer, not for the pursuit of single-day sales, but for the actual pursuit of covering more users.
After talking about his goals and positioning, Li Mu began to further refine his promotional activities.
Li Mu's ambitions were much greater than Boss Ma's. He wrote a big section on the blackboard. While writing, he said: "This time our promotion activities are divided into business groups. The first is the grain and oil food group, and the second is the commonly used items." Department store group, daily chemical products group and clothing, shoes and hats group.”
There are four major categories in total. Li Mu hopes to be precise and thorough in each category, so he made a very solemn request: "The four business groups must fully coordinate all relevant enterprises that can be coordinated. I believe that with Taobao's current influence , as well as our performance in previous brand days, relevant companies will definitely not refuse our cooperation, but there is a principle in the selection of partners: all companies participating in the event must be strictly reviewed and must pass industry certification in their respective fields. The company has a good reputation and the quality of its products is trustworthy and reliable.”
Everyone nodded, product quality is the top priority, everyone knows this very well.
Li Mu continued: "There are several principles for cooperation with partners. The first is the method of cooperation. This time, except for the clothing, footwear and hats group, the other three groups all adopt the self-operated model, that is: we purchase by ourselves, sell by ourselves and For self-delivery, the manufacturer only needs to supply us.”
"When it comes to supply, we must first be authorized to be the exclusive online distributor. This is the basic prerequisite for cooperation. Companies that do not accept this requirement will not cooperate."
"The second is to determine the price. Since we are already an online dealer, we require the company to give us a lower price than other offline channels to cooperate with our promotional activities. They have two options. One is to directly reduce the supply. Price, and the other is to give us certain promotional rebates and tell them Taobao's attitude: the greater the supplier's price advantage, the more promotional resources we will give, and vice versa. If there is no price discount, we will refuse to cooperate. "
"After the price is determined, the supplier must deliver the expected quantity of goods to our designated warehouse in advance in accordance with our requirements. This time we are still using the brand day model, with six shipping warehouses across the country, and the distribution volume of each warehouse We will calculate and formulate the requirements in a unified manner, and the suppliers will just supply the goods in advance according to the requirements."
"The settlement standard for promotional activities is different from Taobao's settlement for other merchants. The settlement period this time is 7-15 days after the end of the activity."
“All companies participating in our promotion will receive at least one first-screen banner promotion on Taobao’s homepage and at least two channel page banner and text promotions in the next year, with the highest sales in the same category Enterprises will receive YY nationwide pop-up promotion once."
Li Mu has very high requirements for promotional companies. Not only does he have requirements for their own strength, but he also requires them to cooperate with his promotional activities to the greatest extent. Because of the many requirements, Li Mu has also formulated more preferential strategies for them, not only Accelerate settlement, and there are also very tempting conditions such as whoever makes more profits will get more resources, and whoever cooperates more will get more resources.
For medium and large enterprises, their vision is more long-term. Rather than boosting sales in a short period of time, they hope to increase the exposure of the brand and increase the brand's audience. Only in this way can the growth rate of sales be achieved. Can be pulled higher and longer.
For enterprises, Taobao's promotional activities inherently represent the joint participation of Taobao and Makino Technology. The exposure of the activities will undoubtedly be very high. Being able to catch this express train will increase brand awareness. It has a great promoting effect.
Take a look at Smartda's repeater, which made a splash on the Brand Day last time. After a brand day promotion, its sales volume has now surpassed BBK, becoming the number one in the industry. Not to mention how much money Smartda made through Taobao Brand Day. , just looking at the growth of its brand influence, tens of millions of advertising budgets may not be able to achieve this effect.
Therefore, Li Mu firmly believes that after he provides these preferential policies, the enthusiasm of enterprises to participate will be greatly enhanced. By then, enterprises will definitely try their best to cooperate closely with Taobao.
Thinking of this, Li Mu added: "By the way, you have to inform the companies you are contacting to give me a product quotation before the end of August, indicating the product's current terminal retail price, channel distribution price and the price to us. Price, we will allocate resources in advance based on the price gap they give."
Half of the people present here were recruited by Liu Edong from major production companies. After listening to what Li Mu said, their keen professional sense immediately realized that this promotional event will definitely bring great attraction to the company. This time During the promotional activities, I am afraid that I can get unprecedented ultra-low quotations from various companies, so everyone is full of confidence and eager to give it a try.
Then, Li Mu talked about the most critical aspect of this promotion: the plan!
Promotion, promotion, how to promote promotion, what method to use to promote promotion? This is the most important question.
In front of everyone, Li Mu explained his promotion strategy in detail: full discount.
After having a rough chat with Senior Brother Liu, Li Mu further deepened his full reduction strategy and thoroughly mastered the full reduction!
First of all, for the three major categories besides clothing, shoes and hats, he decided to set up multiple discount gears, such as: 99-20 for purchases, 199-50 for purchases, 399-120 for purchases, and 180 for purchases over 499. These four positions The discounts for seats are approximately: 20% off, 25% off, 30% off, and 65% off.
Special products, such as clothing, which have high profits and high unit price per customer, directly use the three levels of 500-200, 1000-500, and 3000-1800.
It seems that the threshold is a bit high, but Li Mu also explained his reason for doing this: Considering that it is already autumn, summer clothes have basically been sold out, and everyone has begun to buy autumn clothes. At the moment, just wear a branded long-sleeved T-shirt. The selling price is over 70 yuan, and a jacket costs at least 200 yuan, so just choose two or three pieces, and the 500 range will be enough. If you can’t get 500, 1000, or 3000, it doesn’t matter. Humans are intelligent animals. He is best at finding solutions. Isn’t that how he comes to put together orders and put them together
Once online shopping users start to put together orders, there is no doubt that they will buy more, directly increasing overall sales;
Once a user starts looking for someone to join the order, they will not only buy more, but also bring at least one additional indirect online shopping user to Taobao. The indirect online shopping user may not have Alipay or a Taobao account, but it doesn't matter, as long as he experiences With the advantage of one-time online shopping, the possibility of him becoming a direct online shopping user will be much greater, which in itself is a powerful magic weapon to quickly attract new users.
Moreover, Li Mu believes that clothing companies will definitely cooperate, because even if they sell at 50% off, it is just the same price as the price they sell to specialty stores, so for them, selling at 50% off is already very profitable, and even more so What’s more, we can take advantage of the situation to launch a wave of advertising, which is the most important thing!
After saying this, Li Mu deliberately pointed out one point: "All full discounts are implemented in the form of coupons. In addition to giving one coupon to all users at once, an unlimited number of free coupons will be given to all users. The reason why it is necessary to issue coupons instead of directly reducing the full amount is to make the coupons give them a psychological suggestion that they will feel uncomfortable if they do not use them, and they will suffer a loss if they do not use them, and force them to use these coupons as much as possible. "
When he said this, Li Mu inadvertently discovered that everyone present, including Senior Brother Liu and Leader Lei, were looking at him with dumbfounded expressions, with each look more surprised and more shocked than the other.
At this time, Li Mu could not imagine what a huge impact this whole set of discount promotion strategies would have on their psychology...
The second update is here, sorry for the delay! There is no one who can work so hard for an office worker. It’s pitiful and I’m asking for monthly tickets again. It’s almost the end of the month. Please support me!
(End of chapter)