In Li Mu's promotion plan, in addition to the normal full discount promotion, there is also the large full discount coupon activity that Li Mu had planned before. Large profit sharing is the easiest to attract users, and it is easy for users to feel optimistic that they have a good chance. Psychologically, this is the same as lottery. Most people subconsciously feel that they have great hope of winning the jackpot. For lottery, the overall behavior of users is very passive, but flash sales are different from grabbing coupons. Users are more proactive. , so from a user psychology perspective, they have greater confidence in flash sales and coupon grabbing.
Li Mu decided to launch two large discount coupons for users to grab and draw. Among them, there should not only be 100,000 coupons of 199-100 per day, but also a thousand general coupons of 199-198. This kind of coupon is It's just a publicity stunt. As long as you grab it, you can buy any active product. As long as you spend 199, you will get an instant discount of 198. It is absolutely unambiguous. It is not only to give users a huge appeal, but also to allow a considerable number of users to actually enjoy this benefit. .
If two kinds of coupons are said to be released in the tens of thousands every day, but only dozens or hundreds of coupons are actually released, it would be very unprofessional.
Li Mu sometimes admires the boss and his team. They are very good at playing, and they are very good at playing, whether it is the one-yuan flash sale before Double 11, or the Double 11 promotion and the so-called huge feedback of tens of billions , in fact, there are many pitfalls and tricks in it.
For example, in one-yuan flash sales, there are only a few products worth one yuan, and the quantity of each product is either one or more than single digits, but it can use this mentality to fool millions or even more people into participating. , even if there is a suspicion of treating users like monkeys, I have to say that the boss has done a good job in doing the most things with the least money.
There is also Double 11. In the early years, Double 11 was very confusing. Product prices were not transparent. Some merchants temporarily raised prices to participate in the event, and the prices during Double 11 were even higher than the normal selling prices. Some companies launched so-called special online contributions. For example, some online clothing brands launched by some domestic clothing brands. A down jacket was priced at 2,000, and was discounted by 1,000. I thought it was a good deal, but when I bought it, I found that the product was terrible in terms of workmanship, materials and down filling. It's not as good as the regular price of 500 to 600 yuan, but the consumer has no choice, because this style has no reference offline. He said that the regular price is 2,000, and you can't accept it.
Once the feedback reached tens of billions, it became even more confusing. I received red envelopes worth thousands of dollars in one go, and I wished they were all filled with: Rolls-Royce 10,000 coupons, which made consumers think they were mentally retarded. of bad goods, and then claimed to give consumers a huge rebate of 10,000 yuan. Isn’t this nonsense
Of course, not only that boss, many e-commerce companies later also learned more or less from that boss’ experience when doing activities. Since you play like this, then I will play like this too. If I don’t play like this, no company will cooperate. I do this kind of activity, and if I insist on doing it, I will lose my damn life.
What Li Mu wants to do is to put an end to this kind of deception from the beginning, so that e-commerce can develop, popularize, and influence the lives of netizens in a healthy way.
Some people who like to wash their hands will say that although the original sin of a certain company has some bad effects, the bad effects are far outweighed by the good effects he brings. Look at how many people he has helped make money and create How many jobs? can you? Can anyone else
This may sound reasonable at first glance, but upon closer analysis, it is actually just trying to be clever and being a hooligan!
Why? Why do you get all the credit for the development of the industry? E-commerce is an inevitable product of the development of the Internet. Without your presence, others will definitely do it later. It is not your invention, nor is it your original work. The model has long existed, but you started playing it early in China, and It's just ruthless means. It's you who really started Huaxia E-commerce. This is a huge honor, but you started to distort the entire direction and atmosphere. Is this right
If someone else were to start Huaxia E-commerce, and this person was more disciplined than you, then the industry would be given a healthy start. However, because of your unruliness, although the industry will become bigger, the industry will not be able to compete with others. Is the model really healthy? How many hidden problems are there that are criticized by people
In the student group, if someone cheats to get first place, the favor of teachers and parents, and a scholarship, other students will definitely follow suit. The group of people who insist on relying on their own real talents will eventually be eliminated. In the end, a large number of cheating students emerged with shockingly good grades. Do you think there is nothing wrong with this academic atmosphere? Can you say that this is prosperity and an example for the academic community
Among celebrities, if someone relies on plastic surgery to gain great popularity, be promoted to the top, and make a lot of money, other celebrities will definitely follow suit. In the end, the entertainment industry will settle down to a bunch of people who only rely on their appearance and not their acting skills to have plastic surgery. Face, those celebrities who don’t have plastic surgery and rely on their acting skills will be reduced to the second or even third tier. A capable actor plays opposite an idol actor. Not only does the other party not respond to the words in advance, but they can only speak numbers in front of the camera. Do you think this kind of entertainment Is there no problem with being popular? Can you say this is a blessing for the industry
The evil start brought about too many other problems, but they were later covered up by temporary prosperity. Just like a person who has made great achievements, his sins are easily ignored, understood, and forgiven. This in itself It just goes against legal principles and logic.
For Li Mu, he doesn’t know how much influence he will have in the future, but now that domestic e-commerce starts from himself, he must do everything he can to make a good start and lead a healthy atmosphere. If the ethos of e-commerce from the very beginning is to dig holes and trap consumers, and to be ambiguous about the quality of authenticity and fakeness, then other e-commerce companies that follow will have to follow suit in order to survive in this unfair competition. !
As the saying goes, the power of role models is endless.
Therefore, Li Mu emphasized one point again and again at the meeting: "The prices of promotional activities must be absolutely transparent. We must use the selling prices of regular stores as a reference standard, and the pricing should be on par with regular stores. We must also do our work on this basis." For full discount promotions, where does this difference come from? It is up to everyone to discuss, make amends, or even push back and forth with major companies, and try our best to use our resources in exchange for the cooperation of companies. If the cooperation of companies cannot meet our preferential prices, At the same time, we will use some of our own funds to make up for this gap, so that consumers can truly experience the strength of our promotion, which is the most important thing."
After saying that, Li Mu said in a very firm tone: "You must communicate well with the company. When cooperating with Taobao, there must be no shoddy behavior. At the same time, we must also strictly control the principles of our activities. We must not do it for the sake of I raise product prices without authorization to save costs. If there are serious quality and fraud issues in this event, I will not be lenient and will never let it go!"
Li Mu spoke firmly and seriously, making everyone's expressions tremble. They could see that this aspect seemed to be what Li Mu paid most attention to.
Leader Lei stared at this young man who was only twenty years old but was so high-spirited and lofty in front of a group of middle-aged people. He was amazed in his heart. If a company wants to succeed, it must have a leader in the true sense, a leader in both professional and professional aspects. The angle and aura can shock the leaders of the whole company. It is obvious that Li Mu has this ability in Taobao. Everyone on the scene, including himself, is under his control.
Li Mu added: "The order volume this time may greatly exceed our brand day orders, and the event lasts for seven days, and the volume and weight of daily necessities are much larger than that of electronic products. It is foreseeable that the pressure on logistics will be greater than Brand Day is much bigger, so this requires planning our logistics efforts from now on.”
"The good news is that our self-built logistics has now begun to take off. We have placed orders with many domestic and foreign companies. At the same time, the management we hired from other logistics companies has begun to form a regional team, Mr. Liu We have just signed an agreement with Jinling Iveco. Although we cannot wait for heavy-duty trucks from Europe for this promotion, at least nearly a hundred Iveco trucks can be put into use, so this time, our logistics and distribution capacity will be certain. Enhancement, but our sorting center has not yet been implemented, and our own logistics management system has not yet been developed, so we still cannot cope with it ourselves and must fully cooperate with EMS like last time."
After speaking, Li Mu looked at Senior Brother Liu and said, "Mr. Liu, please give us a detailed introduction to the situation on the logistics side."
Senior Brother Liu said at this time: "Let me give you a brief introduction to the situation on the logistics side. In the next half month, relying on the basic teams we have hired from major companies, we will establish logistics in most second- and third-tier cities across the country. We have opened temporary business locations, and some of them may still have relatively simple conditions for the time being, but please rest assured that in half a month, we will have smooth transportation in second- and third-tier cities to be able to land in this city. Iveco will first deliver a batch of vehicles in the near future. It will be allocated to various urban areas at that time. The main goal is to help EMS reduce the pressure on transportation capacity to a greater extent. I believe this force can still bring great promotion."
Senior Brother Liu has poached many regional managers and other key executive forces from major companies. With the temptation of greater profits, they have begun to continuously win over the original teams. Basically, they can continue to work in their respective regions by changing their names. Working for Taobao, but even Boss Ma doesn't know this yet. Once the time comes, these forces will jump out of the previous shell and give Boss Ma a blow.
Senior Brother Liu's words made those responsible for operations and enterprise connection heave a sigh of relief. With such a huge amount of force invested, and with the strong cooperation of EMS, stabilizing the entire logistics demand should not be a big problem by then.
At this time, Senior Brother Liu said: "However, I still hope that everyone can estimate the lead time as much as possible. Within the next week, I will ask the temporary business offices in each city to report the inventory capacity. You can base it on your past experience in the physical enterprise. Experience and sales data are used to estimate the approximate demand in each urban area. For example, Liu Yu, you must have been exposed to the market share and specific sales volume of P&G products in various provinces, cities and cities across the country. Through this sales data, we can After roughly estimating the demand for P&G products in each city during the event, we can then stock up in advance based on this estimated demand. Although the estimated demand does not need to be very accurate, in order to achieve higher efficiency, it is better to The more accurate it is, the better. In this case, we will be able to save a lot of pressure on transportation capacity!"
(End of chapter)