Li Mu rushed to Taobao in a hurry. About 80% of the employees had already taken a break, and most of the rest were technical staff to ensure normal access and order placement on Taobao throughout the National Day holiday.
Leader Lei and Senior Brother Liu are both workaholics. Their devotion to work is no less than that of Li Mu. Therefore, the first day of the National Day holiday was just like a normal working day without slacking off at all. It is precisely because of their dedication to work. Only by being highly conscientious and responsible can you be fully aware of Letao's every move.
When Li Mu came to the company, the two of them immediately rushed into Li Mu's office. After the two of them introduced the situation clearly in more than ten minutes, Li Mu frowned.
The situation is indeed a bit confusing. C2C sellers are originally countless sellers all over the country. To put it bluntly, every online store owner is an ordinary individual user. As an enterprise, Taobao has to communicate with these individual users. The interaction is very unequal. It seems that the platform is in an absolute dominant position, but Li Mu knows that in actual operation, the platform cannot be too tough, otherwise it will easily cause users to resist.
Therefore, this first denies a solution: Taobao sellers must not be forced to restrict cross-platform operations. What the platform wants to create for these individual sellers is a good atmosphere of free operation. Once the platform imposes authoritarianism on the basis of free operation, it will inevitably Will be rejected by users. If it is to fight counterfeiting, Li Mu is willing to let the platform show its power, but this situation cannot be handled forcefully in any case.
What's more, an individual seller is a free individual. It's useless if you explicitly restrict him from opening a store in Letao. If he changes the name of his online store, he can still open a prosperous store in Letao. This kind of thing cannot be forced by regulations. limited.
The only thing Li Mu is happy about is that Leader Lei and Senior Brother Liu have the same views as him on this point. No one is willing to ruin the atmosphere of their platform and disrupt the relationship between the platform and sellers just because of Letao's threats. The balance is broken.
But the problem comes again.
The conditions of Letao are indeed very generous for these small and medium-sized sellers who can open online stores at no cost. If there are no restrictions, then in the future, a large number of Taobao sellers will definitely open stores on Letao at the same time. If they Trying to lure users from Taobao to place orders on Letao is likely to plant a huge time bomb for Taobao.
The three of them had no good solution for a while.
Senior Brother Liu frowned and said with concern: "This is obviously Letao's last ditch effort. If they seize the opportunity to gain a foothold, they will probably be forced to carve out a way out. Now we feel that we have the strength to do so." There is no place for me to work, it’s like hitting cotton with a heavy punch, it’s so annoying!”
Leader Lei smacked his lips and said, "I think the most important thing is that if Letao is allowed to revitalize the situation at this point, the situation we set for them will probably be useless."
A word to wake up the dreamer.
Li Mu suddenly woke up and blurted out: "Yes! Our ultimate goal is to completely block Letao, leaving only fake products for them. If they can revitalize the entire C2C this time, all the The layout becomes meaningless.”
Li Mu knew very well that if he wanted to rely on the legislation on e-commerce counterfeit sales to kill Letao, he must force Letao to sell counterfeit goods. He must let the platform know about the counterfeit sales and even actively encourage them. Otherwise, If you let him go out, he will go back to the old Taobao path. Even if there is legislation on counterfeit sales, the most he can do is make rectifications without damaging the roots.
The three of them exchanged looks, and no one had a better idea.
Leader Lei sighed and said: "We have tens of thousands of individual sellers, and it is really difficult to control them."
Brother Liu said: "Otherwise we will fight a subsidy war like Letao. Doesn't he subsidize 5%? We will subsidize 8%, or even 10%."
"It makes no sense." Li Mu immediately waved his hand: "The subsidy thing is only one aspect. If we offer a higher subsidy than him, we can only ensure that our sellers do not poach our users, but it cannot prevent our sellers from When opening a store on Letao, sellers are not obligated to only operate on one platform.”
If everyone is competing to spend money to subsidize users, then Li Mu is willing to lead this pace, just like the money-burning battle between Didi and Kuaidi. After all, for any product, users are the most important. The key point is that users are exclusive. The reason why Didi and Kuaidi have been burning money is because no one dares to relax. Once any party relaxes and can't keep up, users will all flock. into competitors’ products.
But if there is a competition to spend money to subsidize sellers, Li Mu thinks it doesn't make much sense, because sellers, like the taxi drivers who took orders on Didi and Kuaidi, always pursue the best interests, so there is no exclusivity at all. The two companies are crazy When they are burning money, most taxi drivers use Didi and Kuaidi to take orders at the same time. In this case, competing to subsidize the drivers will not have any effect.
Li Mu held his chin, pondered for a long time, and said, "I think what we need to do now is to shift the focus of competition from sellers back to users."
The two looked at Li Mu: "How do you say this?"
Li Mu said: "It's very simple. First of all, we don't think about how to prevent sellers from opening stores on Letao. Instead, we need to make our sellers aware of Taobao's huge user traffic and huge profit margins, so that they understand the importance of platform users. And the importance of platform credibility, to put it bluntly, it is to make sellers aware of Taobao’s extraordinary development potential and attract them to focus all their attention on how to run their own Taobao store well.”
With that said, Li Mu further explained: "First of all, starting from today, we are going to run ads on the entire network, and we are going to run vertical ads that go directly to the products. These ads will not promote the products of partner companies, but only the products of ordinary sellers, so that Users on the entire network can directly see product advertisements and click directly to enter product details pages. This method can increase the transaction volume of 2C business and let all small and medium-sized sellers see Taobao's huge strength in 2C business."
Leader Lei said: "In other words, we are now going to start working on C2C?"
"That's right." Li Mu said: "We want to send a signal to all small and medium-sized sellers through large-scale promotion activities: Taobao is going to focus on C2C, which is a once-in-a-lifetime opportunity for every small and medium-sized seller."
Senior Brother Liu asked Li Mu: "You just said that we are going to run vertical advertising. How are you going to do this?"
Li Mu said: "In terms of vertical advertising, we need to discuss cooperation with all domestic websites with a certain traffic base and buy out a floating window advertisement for a long time. This floating window advertisement will present to users the patterns and information of 4-8 products at the same time. , after the user sees it, if he clicks on any of the product information, he will jump directly to the product details page."
Senior Brother Liu sighed: "Then this promotion is really too strong, and you said it will only be allocated to small and medium-sized sellers. How can we allocate it reasonably with so many small and medium-sized sellers?"
Li Mu said with a smile: "This is another important point I just mentioned. From now on, we must make our small and medium-sized sellers constantly aware of Taobao's huge profit potential, and let them focus all their energy on how to run their own business well." Taobao store, then they will naturally have no energy to operate other platforms. Even if he opens a store on other platforms, he will not invest energy in running it, because all his energy is on Taobao. "
With that said, Li Mu added: "I have two ideas about this: One is vertical advertising. How to allocate our vertical advertising? It's very simple. Just allocate it to those with high levels, high recent activity, high visits, and transaction volume. For stores with high or even high user inquiries, we develop an algorithm and a weight calculation system. For stores whose stores have recently had high weight indicators, our algorithm will automatically push the products with the highest sales in their stores to our vertical ads. Directly give him violent drainage."
"For example, if Wang Moumou has a store selling women's clothing on our Taobao, in the recent period, he has been operating his store carefully, putting on the shelves many new products in a unit time, and attracting the attention of many users. , consult or even place orders, and users generally have high evaluations and low complaint rates, then his overall weight will be at a relatively high level, and he is a potential target for our support."
"It just so happens that there is a women's sweater in his store that is the most popular, which proves that this sweater itself is the product with the highest conversion rate in his store, so we will directly direct the traffic to this sweater. Pages, the conversion rate of traffic can naturally be guaranteed, and for Wang Moumou himself, our entire network diversion is likely to bring him tens of thousands or hundreds of thousands of visits and tens of thousands of consultations in one day , thousands of transactions, if one item is 50 yuan, we can bring him a transaction volume of more than 100,000 yuan a day. In this way, he will naturally regard Taobao stores as his most important business objects, and other platforms The temptation to him is naturally much weaker."
"Once we start using resources to promote products across the entire network, our daily display exposure will probably reach tens of millions of times, and we will be able to benefit a large number of Taobao sellers every day. At that time, we will tell the sellers several key points that affect the weight, as long as they do not Just tell them the specific algorithm. As more and more Taobao sellers are benefited, other sellers will naturally follow suit and try every means to increase their weight. By that time, they will naturally have no time to take care of Letao. "
The two were silent for a moment, and after thinking through several key links, they nodded and said: "This method is very good. If we make all Taobao sellers aware of the huge revenue potential of our platform, they will definitely work hard on our platform. .”
Li Mu said: "Support is only one of them, there is another more important one."
The two asked at the same time: "What is it?"
Li Mu said: "Traffic support is a temporary benefit, not a long-term solution. Therefore, we have to give our small and medium-sized sellers a clear and long-term upward ladder."
With that said, Li Mu continued: "In the future, whether it is Taobao's external traffic or internal traffic, more resources will be given to high-level sellers, so that sellers will know clearly that the higher the seller's level on Taobao, the more resources they can get." The more resources they get, the more money they will make. In this way, they will naturally try every means to continuously improve their level. The higher the level, the more attention they will pay to Taobao stores."
Leader Lei said happily: "I understand what you mean. A multi-pronged approach will make sellers fundamentally inseparable from Taobao and put Taobao in the most important position, fundamentally weakening the influence of other platforms on them." Influence."
Li Mu nodded: "There is no point in binding them with regulations and restrictions. Only money and interests can bind them firmly to our platform."
Leader Lei immediately said: "I have a suggestion. In the future, our search function will be sorted by the seller's credit rating by default. The higher the seller's rating, the higher the product's ranking."
Li Mu said: "This is too absolute and will make low-level sellers lose confidence. It is better to do this. In the future, the first three products in the search results will be high-level sellers by default, and the rest will still follow our previous default comprehensive algorithm."
Leader Lei thought for a while and felt that Li Mu had obviously considered it more thoroughly, so he nodded and said: "OK, I will give instructions to the technical department later and make adjustments as soon as possible."
Li Mu nodded and said with a smile: "Although we cannot forcibly restrict our sellers from opening stores in Letao, we can still give them a little stumbling block."
When the two of them saw Li Mu's evil smile, they immediately became happy and asked hurriedly: "Is there any good way?"
Li Mu smiled and said: "Don't Letao collect information and automatically put products on the shelves for them? Then let's quickly ask people from our technical department to immediately develop a set of watermark functions before they start doing it, so that we can have all the watermarks on the entire network. Taobao's logo watermark is added to the product display pictures. In the future, when sellers put new products on the shelves, they will also automatically add the watermark logo to the pictures. This alone will make their automatic collection useless."
Brother Liu clapped his hands and said excitedly: "What a good idea! If all the photos have our Taobao watermark, then Letao will not be able to automatically collect them for sellers. They cannot allow the pictures on their pages to be flooded with ours." watermark logo! If you do manual processing one by one, I'm afraid you will be exhausted. If you need our sellers to re-upload each one on Letao, that's it."
Leader Lei also said excitedly: "This method is great! It is best to set multiple locations for adding logos, up and down, left and right, top left and right, bottom left and right, to appear randomly to prevent them from using technical means to block them in batches!"
Li Mu laughed: "Okay! Let's do it like this. Communicate with the technical department immediately. This function must be implemented as soon as possible!"
(End of chapter)