Compared with Taobao 929 promotion, Taobao 929 promotion is indeed crushing in all aspects.
Since Taobao's advertising went online, the number of visitors to Taobao has increased by millions, the number of registered users has increased by nearly one million, and the registration conversion rate of visiting users has exceeded 20%.
With such a high conversion rate, a considerable number of visiting users who are already Taobao users have to be removed. So it seems that the registration conversion rate of this Taobao 929 promotional advertisement exceeds 50%.
The reason why there is such a high conversion rate is indeed because after all Taobao promotion details are online, the discounts of various familiar brands are clearly visible at a glance, and there are also ways to grab and draw various large discount coupons, which is attractive to users. Very big.
Backend data shows that among Taobao registered users under the age of 30, the product category with the most views on promotional pages is clothing, because a large number of famous brands that are very popular among young people in China have given a real five-digit ranking in this Taobao promotion. The discount is indeed a huge attraction.
Taobao registered users over the age of 30 pay most attention to daily necessities and daily necessities and daily necessities.
Taobao has put a lot of effort into targeting these users this time. It can be said that all the daily necessities, firewood, rice, oil, and salt products launched by Taobao this time have made its audience users have a strong desire to buy, because the prices are really Cost-effective, more cost-effective than what users can buy from any other channel!
Taobao has attracted the attention of a large number of users with its powerful, complete and attractive promotional activities. It also shocked all companies participating in this event with its amazing data.
Taobao did not use pre-sales this time, so there is no most direct data to estimate sales. However, the number of users who added to the shopping cart and the number of users who collected it can still intuitively reflect the approximate sales volume of a product during future events.
For example: A shampoo brand owned by Procter & Gamble launched a very discounted family set in this event, including a 1500 ml large bottle of shampoo and a 1500 ml large bottle of conditioner, as well as an additional 200 ml set. The small bottle comes in a travel size and comes with a towel with the brand’s logo.
The price is lower than that of the shopping mall, and there are three more gifts than the shopping mall. On this basis, it also supports coupons over 199-50. Many users over 30 years old who have never experienced online promotions are extremely excited about this promotion. , in 12 hours, more than one million users added this set to their shopping carts or collections.
In 12 hours, more than one million people added to the shopping cart or favorites. Although it is impossible to multiply this by 16 in 8 days, it is not a big problem to multiply by five. In that case, it will be five million sets, even if The final conversion rate was only half, which was 2.5 million sets! For companies, this data is simply shocking and ecstatic.
This time, Li Mu hopes to use this round of activities to completely open up the e-commerce situation. Not only will netizens get used to buying electronic products online, but also get used to buying all other daily needs online, and induce them to develop the habit of buying electronic products online. The consumption habits of online shopping, and to achieve this goal, it is necessary to implement large-scale price reduction promotions on the products themselves.
Small profits but quick turnover is the most typical business rule in the field of e-commerce. Platforms like JD.com have a great impact on the sales of fast-moving consumer goods. Many people usually don’t feel anything about it, but if you estimate its sales a little, you can see You can get a rough idea by looking at its front-end data.
For example, when searching for shampoo on JD.com, there are more than 760,000 reviews for a series of shampoos and conditioners of the Ting brand. There are five products in this series, and the unit price is 65.9 yuan. Assume that the purchase-to-review ratio of JD users is 5:1, that is to say, behind the 760,000 comments, there are at least 3.8 million purchases! And since most users are not used to commenting, this percentage is likely even higher.
With 3.8 million purchases and a unit price of 65.9 yuan, the sales of this series of products on JD.com are 250 million yuan!
Similarly, iPhone6S has more than 780,000 single product reviews on JD.com, and based on the same purchase-to-review ratio of 5:1, the actual sales volume is 3.9 million units, and the unit price of iPhone6S is much higher than that of shampoo. Taking into account various factors, The pricing for each capacity is different. Assuming the average transaction price is 5,500 yuan, then JD.com sold iPhone 6S phones worth 21.45 billion yuan!
Taking a step back, if the higher the price of the product, the higher the enthusiasm of user reviews, assuming that the purchase review ratio of Apple mobile phones is 2.5:1, then JD.com has sold at least more than 10 billion yuan of iPhone 6S!
Just one product sold tens of billions of yuan! And it’s self-operated! Such a platform is simply a perverted existence. It will make all companies pay special attention to it, and it will naturally have a strong voice. Moreover, even if it has been losing money on its books, its valuation is extremely high.
What Li Mu wants is to use this event to establish Taobao's abnormal image in front of all companies. As long as this is successful, all companies will become Taobao's most loyal suppliers and partners in the future.
At that time, they will not only provide Taobao with more preferential conditions and longer account terms, but also provide Taobao with more customized services. Perhaps in the future, each of P&G's brands will launch a Taobao package exclusively for Taobao. Many mobile phone manufacturers are also willing to launch Taobao-specific mobile phones, which can greatly enhance the Taobao platform and brand awareness.
In the past 12 hours, Taobao has not only allowed netizens across the country to enter the rhythm of online shopping carnival and crazy shopping, but also excited all the brands participating in this promotion. At the same time, the number of users on their platform has continued to rise, and the harvest has been extremely rewarding. big.
But the past 12 hours for Letao have been so miserable.
The overwhelming promotion data plunged Boss Ma and the entire Letao team into deep despair.
At any time, the data will not lie. If this continues, there will be 13,000 registered users in 12 hours, 26,000 a day, or 30,000 a day if we are optimistic, and a total of only 240,000 in eight days...
If the promotion cost of more than 16 million yuan is spent and there are only 240,000 registered users, this will definitely become the biggest joke and the most failed promotion case in the Internet industry since its birth.
For any platform or product, the cost of acquiring users will never be this high.
If there are really only 240,000 registered users, how many users will actually engage in consumption behavior when it comes to promotions? Even if we estimate more optimistically, 50% of users will place orders by then, and the average customer price is 100 yuan, then the sales of the entire promotion will only be 12 million...
This data makes people want to die!
On one side, Li Mu led eBay to invest in PayPal. The three-party joint venture PayPal was immediately favored by the United States, and the valuations of the three companies soared rapidly because of this cooperation;
On one side, Boss Ma led Alibaba, Amazon, and Dangdang to create a joint venture called Letao and launched a promotional event with an advertising budget of more than 16 million. In the end, the total sales of the promotional event Only 12 million! Moreover, the total sales of 12 million yuan has almost no profit. Taking into account the manpower and material resources invested, Letao will lose more than 20 million yuan in this promotion...
If these two situations are compared together, Boss Ma almost wants to open a crack in the ground and get in.
William Yang is also embarrassed, what should he do? Amazon also wants to use Letao to enter the Chinese market. Now it seems that as soon as it took its first step in China, it stepped on the animal trap laid by Li Mu. The financial loss does not matter, but considering the impact on the entire Amazon strategic plan in China The impact and indirect losses are still very huge.
But he had no choice. At the moment, Letao was almost pinned down by Taobao in the ring and beaten fiercely. He was beaten in three ways, and also in the bottom three ways. There was no referee in the ring. Who could save Letao from the fire at this time?
In despair, Boss Ma burst out with resentment and said to everyone in the conference room extremely seriously: "We can't continue to sit still and wait for death! Now it seems that the entire promotion planned before has been almost scrapped by Makino Technology. We must Think of other ways!"
Lu Zhaoxi said: "If this is the case, instead of spending so much money on promotion, we might as well just spend the money on users. We convert users through the media, but because of Li Mu's interference, the acquisition cost of a registered user exceeds 75 Yuan, wouldn’t it be better if we changed our thinking and gave the money directly to users?”
Speaking, Lu Zhaoxi added: "If we can give each registered user a 20 yuan cash discount, the number of user registrations will definitely increase dramatically! It is much better than spending 75 yuan to exchange for a registered user!"
Boss Ma asked him: "What do you mean, do you mean that the money will be given directly to users? Let users spend freely? Set a usage threshold?"
Lu Zhaoxi said: "The threshold for use must be set, otherwise once a loophole is opened that can be directly exploited, we may not be able to stop it. We might as well use Taobao to issue coupons. They have several full discounts." Is there a coupon level? Then we will simply give each user a coupon of 20 off for purchases over 99, which can be used on the basis of 20% off the entire store."
Cai Chongxin said: "Lao Lu, don't forget, even if we temporarily change our thinking and increase promotion efforts, the news that we have increased promotion efforts still needs to be delivered by the media. Otherwise, even if we discount and give users 99% off 50, users cannot receive this message at all, so our promotion costs cannot be saved.”
Lu Zhaoxi smacked his lips.
I was a little excited and my thoughts were a little one-sided. I just thought that instead of spending 75 yuan to get a registered user, I would rather use the money to directly subsidize users. However, I also ignored that no matter what promotion strategy Letao adopts, it must rely on the media to deliver information. , so it is impossible to save money on promotion. The only thing that can be done now is to find ways to increase the conversion rate of promotion.
The whole audience was deep in thought, and Boss Ma frowned and said nothing.
Now it seems that there are three ways to improve the promotion conversion rate.
The first method: also hire first-line celebrities to do advertisements, but this is definitely too late. The 929 promotion time cannot be changed. At this time, it may be already ten years to find celebrities, negotiate prices, shoot advertisements, and post-production. By the time the commercial is ready, month;
The second method is to follow Taobao's path and find a lot of famous brands to join. The brands in Letao's event are hundreds of thousands of miles away from Taobao in terms of quantity, quality, and popularity. If we can find a way to strengthen the brand Attractiveness can also definitely increase conversions. But the question arises again, who should we turn to for cooperation at this time? Taobao is eyeing it, and big brands will definitely not risk offending Taobao by cooperating with Letao, so this road is difficult to follow;
The third method: Increase promotion efforts! Taobao doesn’t offer full discounts on various items. Is there any coupon for RMB 199-198 that can be grabbed? Naletao also launched additional coupons to attract users' attention with real discounts.
At the moment, the third approach seems to be the only possible way out, but the problem still exists.
Once it decides to give additional discounts to users, it means that Letao will have to bear the cost of the additional discounts. If it really attracts many users, it will be a big expense. The original profit margin is very low. If it continues If the additional amount reaches 99-20, basically for every 99 yuan product a user purchases, Letao itself will have to rebate at least 15 yuan.
Boss Ma is not afraid of losing some money to make a fuss, but he is afraid of going astray. The Internet industry has not really entered the stage of burning money, but Li Mu has forced Boss Ma to the point where he has to burn money to have any chance of recovery. Boss Ma is very worried. What he worries about is that once this unhealthy competition model is launched, what if Taobao follows up with all its strength
What if Taobao is willing to lose 30 million to fight with me after I decide to lose 10 million to make a profit
He doesn’t have much cash available, but Li Mu at least has billions of accumulated payments from Taobao!
If you work hard with Li Mu like this, once you can't keep up with your money, you will immediately fall short...
…
PS: I’ve been too busy with work recently. It’s almost two o’clock when I finished the second update. I’m really tired. I hope everyone can support the genuine version and vote for more monthly tickets! Thank you very much! Please ask for another monthly ticket before going to bed! Brothers and sisters, we must fight with all our strength until the end!
I was busy SB, and I calculated all the calculation questions wrong, hahahaha, I convinced myself...
(End of chapter)