Li Mu's crushing sniper attack made Boss Ma extremely decadent. Although he had already sentenced Letao to death in his heart, surrendering without a fight was impossible for him, so for the sake of dignity and for Regardless of whether he is an investor or for the sake of the team, he will still fight this battle. No matter how disparate the power is, he will not admit defeat in advance.
At eight o'clock in the morning, Boss Ma had already arrived at the company. He couldn't wait to get all the data from Letao.com in the past 12 hours from the technical staff on duty last night. He was as anxious as a man who couldn't wait to see the college entrance examination results. same candidates.
Boss Ma also knows very well that no matter how the Internet industry develops, "data" is the most authentic and core reference standard for the Internet industry.
For example: How to measure the strength of an information website? The most basic thing is to look at daily unique visitors, per capita page views, and average user visit time. These three data can basically represent everything.
Daily unique users represent website traffic, which is the most basic data and represents the user base of the website;
Per capita page views represent the quality of website content. If one website has 5 page views per capita and another website has 10, then there is no doubt that the content quality of the latter website is much better than that of the former, regardless of traffic. The per capita page views of Qidian Chinese website are definitely much higher than those of other small literature websites. The reason is very simple. The content quality of Qidian Chinese website is definitely higher.
The average user visit time represents the user viscosity of the website. The higher the average visit time, the higher the user loyalty. It is easier for such a website to convert users. For example, the time that Youku users use Youku every day is definitely higher than Kuliu users have been using Kuliu for much longer, and the strength of the two websites is very different.
If Boss Ma wants to know the promotion effect of Letao.com in the next eight days, wants to estimate the order volume and transaction volume of the 929 Letao promotion, and wants to predict the future development potential of Letao as a whole, he must first have an objective data as a basis As a reference standard, this data is the 12-hour data performance from the launch of the promotion at 8 o'clock last night to 8 o'clock this morning.
What makes Boss Ma feel desperate is that in the past 12 hours, Letao.com's data has been bleak and far below his lowest expectations!
In the first 12 hours after Letao was launched, there were only 13,000 new registered users...
Letao's goal is to add eight million registered users within eight days, with an average daily goal of one million registered users!
Twelve hours later, the number of new users was only 13,000, not even the expected 2%! ! !
As for the number of visiting users, there are about 400,000, which is equivalent to only one person registering for every 30 visiting users.
This data is so tragic that the listeners are sad and cry.
An advertising budget of more than two million yuan a day, converted to 12 hours, is one million yuan!
One million yuan of advertisements were placed in the densely populated areas of East and South China. One round was promoted at 8 o'clock last night, and another round was promoted at 10 o'clock. According to the ratings, it could reach at least tens of millions of people, but the result was only 400,000 people. Visit, this data is really miserable!
Calculated based on this data, in the past 12 hours, Letao’s investment of 1 million has only received 400,000 visits, which is equivalent to the cost of one visiting user, which is as high as 2.5 yuan!
The cost of acquiring one registered user exceeds 75 yuan.
Invested 1 million! 13,000 users are here! The cost is staggeringly high! This unit price is more than ten times higher than the promotion cost of an APP downloader in the era of mobile Internet competition. Nowadays, this data is simply overwhelming!
After reading the entire data, Boss Ma fell into a deep despair. This despair was stronger than ever before. This bleak data meant that he had wasted a huge amount of money, and this money was not What belongs to you belongs to investors. After investors see this data, they will definitely be extremely disappointed with Letao and even themselves!
Boss Ma, who was almost going berserk, immediately notified all core employees of a meeting, including Amazon representative William Yang, who had not yet arrived at the company.
At nine o'clock, he showed the data of the past 12 hours without reservation in front of the core employees, Yang William, and Li Guoqing.
There are 400,000 visiting users and 13,000 registered users. The promotion cost for a single visiting user is 2.5 yuan and the cost for a single registered user is 76 yuan...
With such miserable data, it’s simply a waste of money. Just talking about such a high user acquisition cost, what do you have to sell to make money back
All employees of Letao were devastated after seeing this data. Even William Yang, an Amazon executive who had always advocated increasing investment in promotion and would run against Boss Ma, lost his previous arrogance and fell into deep fear. .
Facts have proved that fortunately Boss Ma didn't listen to his request to increase investment in promotion. Otherwise, with this conversion rate, even if he invested US$2 million, let alone US$2 million, he would definitely have to kneel down, and the kneeling would be even worse.
Such a miserable conversion rate, if it is really because of my additional advertising investment, then I will take the blame for Boss Ma. Fortunately, this Chinese buddy ignored me, otherwise...
All in all, for William Yang, this is a blessing among misfortunes.
Boss Ma, who was almost doubtful about life, forced himself to calm down in front of so many people, put aside all negative emotions, and led everyone to carefully analyze the key points.
Boss Ma, who looked pale and obviously lacked blood, wrote down several key indicators on the blackboard: display exposure, converted visits, and converted users.
Afterwards, Boss Ma boosted his morale and said: "First of all, what is certain is that Taobao will not affect the display exposure of our advertising in any case. In other words, our two rounds of promotion during prime time last night, the display The base is very large. It is conservatively estimated that at least 30 million people have seen our advertisements. There is no doubt about this, right?"
Everyone nodded.
Indeed, what Li Mu can affect is the conversion effect after the display, but it cannot affect the display volume. In the two rounds of promotion during prime time last night, the display volume must be in the tens of millions.
At this time, Boss Ma gritted his teeth and said: "Under the premise that the display exposure is sufficient, why are the conversion visits so low? The result of my analysis is: 50% of the reason is that the damn Taobao ads have been chasing us. Yes, on various TV stations, the time difference between their ads and ours is less than ten minutes! Moreover, the star lineup is strong and the ad exposure time is longer. After users watch our ads and then see Taobao ads, they will have a certain impression of our ads. It will be significantly weakened, so although the display exposure is large, it is certain that our number of visiting users will be low if Taobao is so stupid!"
Speaking of this, Boss Ma said angrily: "When we heard that Makino Technology was booking promotion resources everywhere, we thought they were taking the opportunity to promote Makino Technology. We didn't expect that Li Mu was so insidious. Makino Technology The reserved advertising resources are all for Taobao!"
Boss Ma's words suddenly aroused everyone's anger!
yes! Oh shit!
At the beginning, everyone received news that Makino Technology was using a very large amount of resources to reserve promotion resources nationwide. However, at that time, Makino Technology was developing rapidly overseas. Li Mu was booming because of Makino Technology and YY. Everyone thought that Makino Technology came out to reserve promotion resources. It was for personal use, but I didn’t expect that Li Mu was already eyeing Letao at that time! It's so hateful!
After everyone was scolded, Boss Ma added with a dark face: "In addition, there is another important reason, that is, Taobao's advertising slogan is too dirty! The phrase "happy shopping all over the world, all in Taobao" just fits the sentence. The word "Letao" has been brought in! As soon as our advertisement comes out, his advertisement will follow, making the celebrity repeat this sentence as if brainwashing, in order to wash away the impression our advertisement has just left on the user's subconscious. Such an impression! In all my years of life, this is the first time I’ve seen anyone compete openly with such dirty competition methods!"
At present, everyone in Letao is united and shares the same hatred, so basically what Boss Ma says, they all feel that it speaks to their own hearts. It seems that Taobao is stumbling upon them and deliberately launching a propaganda war against them. However, this group of people does not I never thought that by preparing for Letao and promotional activities, they were also stumbling upon Li Mu. They were the ones declaring war, and Li Mu was just fighting.
At this time, Boss Ma added: "As for why our number of registered users is so low, it's actually because Taobao's promotional interactions are larger than ours in terms of participating brands, promotion scale, number of products, and discounts. Among the 400,000 visiting users, There must be many users who went to Letao to see the details of our promotional activities, and then compared the details of Taobao's activities. They found that we were inferior to Taobao in all aspects, so they directly chose Taobao's promotional activities and gave up on us, so they were very happy. It is difficult to form registered users.”
The cost of acquiring registered users is much higher than that of visiting users. The reason is that registration costs users more behavioral costs. If they are not interested in the website or have a strong need for the website, most browsing users will not choose to become registered users. Once users find that Taobao's promotions are more powerful after comparison, 90% of them will not pay any attention to Letao, let alone register.
The competition among products of the same type is often so fierce, because users are often asked to choose one of the two. If they choose product A, most of them will give up product B, unless product B has advantages in some more detailed vertical aspects. Otherwise, it is almost impossible to have room for survival. For example, with WeChat being so powerful, anyone who builds a second WeChat will definitely die unless they choose a vertical segment to fully develop and let it compete differentiatedly with WeChat, just like Momo , if Momo hadn’t focused on “making dates” as its selling point, it would have died more than 10,000 times.
At present, compared to the two websites Taobao and Letao, Letao is completely an inferior copy of Taobao. Not only is it much worse than Taobao in all aspects, but it also does not have any differences from Taobao. It has what Taobao has. Yes, and it is far better than it. Even Taobao has many things that Letao does not have. In this case, Letao has no chance of winning!
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PS: In the last two days, we kindly ask everyone to continue your monthly support! ! ! Thank you without singing! ! !
(End of chapter)