At first, Li Mu didn't think there was anything wrong with the name Letao, but after being reminded by Master Lei, who was good at marketing, Li Mu realized the huge bug that Boss Ma had left for himself.
Online shopping = Taobao = searching for goods online. This concept is given to consumers across the country by Taobao. If Taobao succeeds first, there will definitely be imitators. Therefore, all e-commerce platforms with "Taobao" in their names are following suit. You can follow the trend and take advantage of others, but if you think about it carefully, this approach lacks structure.
It’s okay for a fox to fake the power of a tiger. That’s because there are countless levels of difference between a fox and a tiger. Once you choose this path, you are destined to limit yourself to a “fox” in a certain aspect. The more you do this, the harder it is to become a “tiger”.
If Li Mu doesn't use his strength and lets Boss Ma appear in front of the public holding the banner of "Letao", Boss Ma will definitely get a little bit of Taobao's glory, but only a little.
But if you prepare yourself in advance, as Master Lei said, as soon as he starts to exert force, you can directly follow up with moves that borrow strength, then Boss Ma may not even cry because he is the oriole. Later, once he launched the promotion of "Le Tao", he followed up with all his strength using the methods of Master Lei. For Boss Ma, his advertising investment has been smashed, and it is a done deal, and he cannot save it even if he wants to save it...
After deciding on the advertising induction strategy with Leader Lei, Li Mu said to Leader Lei: "The most important thing right now is to lock in media resources in advance. Theoretically, we should invest in every media that Letao places. At the same time, we have to vote more than them!”
Leader Lei said: "It is best not to use Taobao to follow up with the media and reserve media resources. The media industry is inherently complex, and any news spreads very quickly, and it is extremely easy to get information from the media."
As he said that, Leader Lei's old fox-like expression was online. He looked at Li Mu with a slightly lewd smile and said, "Actually, I suggest you ask people from Makino Technology to lock in media resources in advance. Even if Boss Ma heard that Makino Technology is also looking for it everywhere, Media resources should also instinctively think that you are preparing for the publicity of Makino Technology. After all, Makino Technology is now booming in the US market and needs to raise funds. Hyping up the company before raising funds will also increase the valuation. A common tactic.”
Li Mu nodded, fully agreeing with Leader Lei's words.
Practitioners in the Internet industry, especially bosses, operations, and business people all have a consensus, that is, once one day, press releases and soft drafts of a certain company or product are suddenly everywhere, then basically It is certain that this company is preparing to raise funds, and it has built up momentum in advance, just to obtain a higher valuation when raising funds.
If Li Mu's current Makino Technology aggressively targets media resources, it will definitely give people in the industry a preconceived judgment, making them think that Makino Technology is just to hype itself up and pave the way for corporate financing, and will never think of Taobao.
Li Mu sighed in his heart, Leader Lei is indeed a genius in marketing. Not only is he sophisticated in his methods, but he also has very accurate and in-depth insights into the entire marketing strategy. In just a short time, he not only has a strategy to trick the boss into death , and there are also confusing methods on how to make this strategy progress more smoothly. Once Boss Ma’s Letao goes online, Taobao will hit him in all aspects, which is probably unprecedented in his entire career.
Thinking of this, Li Mu said to Leader Lei: "Mr. Lei, do you think Boss Ma is paying attention to our updates now? I'm afraid he has also grasped our promotions in advance."
Leader Lei smiled slightly: "If you hadn't suddenly asked me to understand the current developments of Dangdang, I would have thought that you would have focused all your energy on YY during this period. After all, the news that YY is now popular among the American elite is well known throughout the country. The entire industry is very encouraged by YY's unexpected success in the U.S. market. Everyone must instinctively feel that YY's overseas development is the top priority for you right now. I believe Boss Ma is also No exception."
Having said that, Leader Lei added: "Taobao's promotional activities are brewed internally in a low-key manner, but the dynamics of Letao involve the participation of Dangdang and Amazon. In the business field, if it is an internal action of a company, it is generally necessary to keep it confidential. It is much easier, but if it is a joint action by multiple companies, it will be very difficult to keep it secret, so this time we and Letao’s promotional activities, they are in the open and we are in the covert.”
Li Mu thought carefully about Leader Lei's words and nodded in agreement.
The attention of the entire China Internet is actually focused on the development of YY in the United States. This is a historic step taken by the China Internet industry. It is not only of great significance, but also gives other Internet companies a benchmark to refer to. In this case Taobao's halo is naturally much dimmer than that of Makino Technology. Even I subconsciously put YY's globalization at the most important position at the moment, not to mention its competitors.
The most important thing is that after Su Yingxue's reminder, I got out of the misunderstanding in advance. It was a great opportunity to concentrate on quietly preparing for the decisive battle with Boss Ma, Dangdang, and Amazon. Otherwise, if I really devoted all my energy to YY , then Alibaba, Dangdang, and Amazon join forces to launch a surprise attack on themselves. I am afraid that Taobao's great situation will suffer heavy losses as a result.
Realizing this, Li Mu was even more grateful for Su Yingxue's existence. At the same time, he admired her business vision and sense of smell. If she hadn't quietly analyzed all his situations thoroughly in private, I'm afraid 80% of his energy would have been attracted to overseas markets. , either looking at the registration and payment data of YY US users, or looking at the game team of Makino Technology to develop the online version of "Plants vs. Zombies", they will never look back and focus on Taobao again.
But it was because of Su Yingxue's reminder that Li Mu jumped out of the inertia of sailing with the current, accidentally discovered a potential threat, and gained a time window to snipe his opponent in advance.
Next, the most important thing is how to fight this blocking battle thoroughly!
…
Just as Master Lei was thinking about it, Boss Ma, who was far away in Hangzhou, didn't have a detailed understanding of Li Mu's current movements.
In fact, it’s not that Boss Ma underestimates the enemy, but that Boss Ma’s affairs are too complicated at the moment. Three companies jointly established Hangcheng Letao. Boss Ma worked hard during the negotiation stage. Now that the negotiation has finally been completed and implemented, most of his energy is focused on Now it’s time to do a good job in Letao’s online activities.
Boss Ma has also considered Li Mu and Taobao. As his only competitor, Boss Ma naturally pays special attention to Taobao. However, the currently dominant Taobao has not shown any signs of making any big moves. It seems like With an attitude of steady development and steady progress, Boss Ma preconceptionally believed that this time he launched a surprise attack on Taobao, while Taobao was kept in the dark and unaware of it.
At the same time, Boss Ma also guessed very "accurately" that most of Li Mu's attention at this time must have been transferred to overseas markets because of YY's unexpected popularity among overseas elites.
From Boss Ma's point of view, if he were Li Mu, he would definitely strike while the iron is hot and take advantage of this God-given opportunity to build a bridgehead overseas. After all, Li Mu's domestic industry is already very stable. This is the time to allocate energy and This is a great opportunity to take advantage of the opportunity to expand overseas!
Once Makino Technology can establish a bridgehead in the U.S. market, it will definitely be an unprecedented and very meaningful event for the Chinese Internet industry, and it will also be a huge honor for Chinese Internet practitioners. The person who made all this happen with his own hands has also created an honor worthy of being recorded in the history of the industry.
At the moment, it seems that Li Mu does have a chance to achieve this honor, so even Boss Ma is envious and jealous of him in his heart.
Therefore, Boss Ma believes that Li Mu’s focus on overseas is indeed a good opportunity for Letao to go online. In her opinion, Li Mu has neglected to take precautions, while Letao has been secretly planning. Once it goes online, it will inevitably launch an overwhelming Propaganda will naturally catch Li Mu off guard when the time comes.
After Amazon reached cooperation with Alibaba and Dangdang, it attached great importance to Letao's online activities. In recent days, China Amazon's executives have been discussing the details of promotional activities with Boss Ma and Dangdang's Boss Li.
Dangdang’s boss Li has no objections to promotional activities. He is not a good marketing person, and he is a bit petty in his work. In his opinion, the daily chemical and clothing promotion plan that boss Ma has been preparing has been very complete, and the promotion efforts given It's just right. It's OK to proceed according to his established route. There is no need to make any modifications. If you really want to make changes, you should try to control the media investment. Li Guoqing feels that the media investment planned by Boss Ma is a bit too high. Now he is also a shareholder of Letao, so seeing such a high media budget, he is actually quite jealous. painful. .
But Amazon is completely different.
As the world's e-commerce giant, Amazon has long been accustomed to the high-flying style of spreading its stalls and making a big noise. They invest over 100 million US dollars in publicity every year, so Amazon sent here this time. The executives also hope that Boss Ma can increase investment in media and strive to spend 5 million to 8 million US dollars in promotion funds to promote Letao in China to everyone in China.
The entire promotion cycle of Letao is tentatively scheduled to be 5-7 days, of which the promotion will be launched 3-5 days before the launch, and the nationwide publicity and warm-up will begin. A round of consolidation will be conducted 2-5 days after the launch, and the activities will be carried out a few days later. Offline, Letao entered the formal operation stage.
The overall 5-7 day cycle, the promotion budget of five to eight million US dollars is simply scary. Now the annual advertising budget of some well-known companies in China is only tens of millions of yuan, but Amazon executives suggest, In 5-7 days, tens of millions of RMB would be burned through promotion alone. Not to mention Li Guoqing's pain, even Boss Ma would be in pain because his previous plan had an advertising budget of 10 million RMB. is the upper limit.
In Boss Ma's view, publicity investment must be measured appropriately. The greater the publicity investment, the higher the company's visibility and the higher its revenue. This is a linkage relationship for sure, but the multiplier between this formula is floating. , if you invest too little, the input-output ratio will be very low; if you invest too much, the input-output ratio will also be very low; only when the investment is just right, the input-output ratio can be maximized.
However, Amazon was particularly insistent on their views. While Li Mu and Leader Lei were formulating a perfect blocking strategy, Amazon's executives were having their first debate with Boss Ma at the conference table after the three-party cooperation: What should be done? Do not continue to increase the promotion budget for Letao's online and promotional activities.
Thanks to the new alliance leaders [无づRY] and [Killing God xxx]! Today’s third update will definitely be fulfilled!
(End of chapter)