The news about Taobao's 929 promotion, with daily sales reaching 8.22 billion, has had the effect of being massacred in all domestic news media.
All the media and everyone are discussing the 8.22 billion data in an impossible, unbelievable, and unbelievable manner. However, no media has questioned the authenticity of this data. Instead, they are looking for various in-depth and detailed news points. , for further supplementary reporting.
In major events, the rules of media reporting are highly unified, much like the process of creating a sketch.
The major media did not provide too detailed and in-depth consultation at the beginning, but only an overall framework, so they first sketched out the simple composition of the sketch object to let the audience know that this time I am going to draw a portrait. As for what to draw, For such a person, don't worry, wait until I handle the details step by step, structure the layers, darkness, priority and reality, and finally display a lifelike portrait in front of you.
As media reports continue to deepen, various supporting evidence to support the 8.22 billion has emerged one by one.
First of all, Taobao released a summary data. In this data, Taobao listed the top ten sales companies in this 929 promotion. The number one company is Procter & Gamble, with sales of 7.6 billion; in second place is Kerry Cereals and Oils, with sales of 530 million; in third is Unilever, with sales of 390 million; in fourth is Metersbonwe, with sales of 390 million 330 million…
Only then did people across the country discover that more than 80% of the 8.22 billion in sales were contributed by these well-known companies and their products, and the ins and outs were clear.
Even so, some people still don't want to believe it, thinking that there is a lot of water in Taobao's sales of 8.22 billion.
Then, the first person in charge of the company to stand up appeared.
When being interviewed by the media, the person in charge of Procter & Gamble Group China announced to reporters with certainty: On the day of Taobao's 929 promotion, P&G's multiple brands of products received a total of 763.5 million yuan in orders on Taobao.
763.5 million is more detailed than the 760 million announced by Taobao. This figure is personally acknowledged by the world's top 500 companies, proving that Taobao's external publicity data is without any water.
After P&G itself released the data, the country was in uproar.
Those who questioned the authenticity of Taobao's data all shut up in a wise manner, and the national media and consumers began to happily do arithmetic problems.
The TV station said that if the retail price of Safeguard soap is 3.5 yuan a piece, P&G would be equivalent to selling more than 200 million soaps on Taobao in one day...
Netizens began to think divergently. Some people said that P&G sold more than 30 million bottles of Head and Shoulders in one day;
Some people say that P&G sells more than 50 million bottles of Rejoice shampoo a day;
The most interesting thing is that a netizen with a bad taste said that P&G is equivalent to selling 100 million packs of sanitary napkins on Taobao in one day. If you open them one by one, they can circle the earth several times...
Later, P&G gave detailed data. In one day, Safeguard soap did not sell more than 200 million yuan, but it also sold an astonishing more than 30 million yuan. The real sales champion of P&G is the washing and care combination. More than three million sets of family promotional sets were sold in one day, creating sales of more than 200 million yuan.
Coupled with the combination of other brands, P&G achieved sales of 760 million on Taobao in one day.
760 million is nothing to a Fortune 500 company like Procter & Gamble, or even to China District. But this additional publicity effect is really something they want, so they immediately We had a very in-depth interaction with the media. Not only did we disclose the specific sales data of all P&G brands in one breath, but even their China president came out to be interviewed and support Taobao.
This Frenchman named Laurent Philippe, whose name is Luo Hongfei in China, just took over the position of President of Procter & Gamble China last year. After the Taobao 929 promotion, he was the first to stand up for the Taobao website because He realized that the attention generated by Taobao's 929 promotion was too high. Any company that performed well in the 929 promotion would have gained a chance to make headlines. The sooner he stood up, the better. The sooner it can attract attention to P&G.
Luo Hongfei served as the president of China Region for a year, but when he was in charge of China Region, P&G's best years in China had passed. With the entry of other international giants and the continuous rise of China's local brands, P&G Its share in China has been declining.
Luo Hongfei often feels anxious. His rival Unilever is getting bigger and bigger in China and is gradually catching up with P&G. Luo Hongfei is always on guard and tries every means to fight it.
Sometimes, whenever Luo Hongfei sees Unilever commercials on TV, he will feel irritated and uneasy. The feeling of being chased and beaten from all directions is indeed not very pleasant.
Now, every business of Procter & Gamble is under siege in China. For example: Procter & Gamble owns several well-known shampoo brands, such as Head & Shoulders, Rejoice and Pantene. At that time, the advertisement "Zhang Depei trusts Rejoice" The saying once made Rejoice popular all over China. However, competitors have not given P&G a chance to dominate. Brands such as Lux and Sunsilk also have considerable market share in China, and their exposure is also very high. They are always threatening. Procter & Gamble’s dominant position.
What's more, there are many domestic products on the rise recently, such as Yangcheng Haodi, which is advertising everywhere. Although these brands are not a direct threat to the development of P&G, when they become more numerous, they can also pose a threat like an ant colony. .
The more this happens, the more Luo Hongfei needs to find new breakthrough points.
And Taobao is the new breakthrough he accidentally caught!
This time, compared to Unilever, P&G showed a more sincere attitude towards cooperation. Not only did it provide sufficient profit concessions, it even launched a highly cost-effective family set specifically for online shopping users. For the first time, it cooperated with Taobao Through cooperation, customized services have been launched, which is really a big deal.
And Li Mu did not disappoint Luo Hongfei. In order to affirm P&G's cooperative attitude and set an example for other brands, Taobao deliberately gave P&G the most display space and the highest exposure. Now, P&G has also achieved the highest sales. Well, this is enough to set an example for other brands and convey a fundamental concept: the more serious you are to me, the more devoted I will be to you.
In an interview with reporters, Luo Hongfei said: "We believe that Taobao will have a deeper impact on the daily consumption and life of Chinese people in the future. Therefore, for companies like Procter & Gamble that focus on the production of fast-moving consumer goods, Taobao will definitely become a We are a very important sales channel, so we will definitely continue to cooperate in depth with Taobao in the future. At the same time, we also hope that Taobao will continue to grow. We hope that the daily sales of the next Taobao promotion can exceed the 10 billion mark, and P&G will also be able to With our precise multi-brand strategy, our sales on Taobao exceeded one billion."
In front of the media, Luo Hongfei not only affirmed Taobao, but also boasted about P&G. Taking advantage of the popularity of Taobao's 929 promotion, it was equivalent to a round of free advertising worth tens of millions.
In addition, Luo Hongfei also knows very well that through the media as a platform for Taobao, the close cooperation between P&G and Taobao can be further enhanced, which is definitely a good way to achieve multiple goals with one stone.
Seeing that Luo Hongfei came forward and allowed P&G to appear in major media for free, other brands could not sit still.
For a time, all the companies in the top ten announced by Taobao were interviewed by the media and issued statements through the media. While confirming the authenticity of Taobao's data, they also did not forget to promote their own companies, even those who did not. Companies that can be ranked in the top ten have also spent their own money to invite local media for interviews, and have spent money to find soft copy companies to publish their news posts on the second-level pages or even the third-level pages of major portal websites.
In short, as soon as Li Mu woke up, the whole society had already set off a wave of "929 popularity".
News related to Taobao’s 929 promotion was so popular that on September 30, the dissemination of other news was almost halved.
At the same time that Taobao's 9.29 promotion dominated the news pages of major media, the Yanjing Municipal Public Security Bureau compiled the specific materials of the "Yanjing 9.28 Extraordinary Kidnapping Case" and reported it to the ministries and commissions.
In the material, the Municipal Bureau introduced in detail the occurrence and detection process of the "Yanjing 9.28 Major Kidnapping Case". Naturally, the names and information of Li Mu and Wei Lan were not hidden in this internal material.
The ministries and commissions in Yanjing had not even heard that a criminal case of such a vile nature had occurred under his nose. The person who was kidnapped was not only an executive of a company in Yanjing, but also an employee of a company in which Li Mu had a share. Executive, Li Mu is now a hot topic in the news, and anything related to him, especially involving criminal offenses, is very sensitive.
This time, the kidnappers were not only extremely professional, but during the kidnapping and extortion process, they also offered the highest ransom in the history of Yanjing City, 30 million yuan plus 10 million U.S. dollars, equivalent to a total of more than 110 million yuan in RMB. , which shocked the ministries even more.
What shocked the ministries and commissions the most was the whole process of solving the case. This time, Gu Jianghe did not hide anything in the process. Basically everything was written according to the actual situation. Therefore, what the ministries and commissions saw was how the municipal bureau Under Li Mu's guidance, a case of such a heinous nature was solved step by step. Suddenly, Li Mu's weight within the ministry was qualitatively elevated...
(End of chapter)