Rebirth in a Perfect Era Chapter 850: Promotion plan for Boss Ma
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Li Mu is preparing for the department store promotion, far away from Boss Ma in Hangzhou, and he chose the same direction.
LeTao is the most fateful product of China internet in 2002, there is no one.
This product is Boss Ma. When it realized that Li Mu was preempting the 2C business, it required the team to build the shopping platform with the fastest speed. Even Sun Zhengyi (Masayoshi Son) can't wait. In order not to lose confidence in the capital, Boss Ma has no other choice at the moment, and can only prepare to go online again with a daring scalp.
This time, Boss Ma knew very well that he could n’t use any reason to delay the launch of LeTao. The launch in September is already imperative, and he understands that LeTao is like a launch vehicle, once launched There is only one chance. If you fail, capital cannot give yourself another chance to do it again.
The LeTao of Boss Ma is very much like the Luo Luo, which was developed by South Korea. Due to various reasons, the launch time has been postponed, but in the end, the fate of the artillery battle can not be escaped.
However, Boss Ma does not think that LeTao will fail, but he feels that he has a great chance of success this time, because he focuses on the level that Li Mu does not take into account-the basic level of people's livelihood.
The brand day of the Taobao network is really dazzling. Various electronic products are sold extremely fiery/popular. Up to now, the Taobao network still has a huge daily turnover. Of this, 70% come from electronic products, and the remaining 30% come from C2C small and medium sellers.
But Boss Ma found a problem, Taobao pays too much attention to electronic products, most of its recommended display locations have given various electronic products as small as Mango's MP3, as large as Hasee's whole machine, electronic products almost dominate the screen in Taobao .
In Boss Ma ’s opinion, this is a huge potential flaw in Li Mu. At this juncture, it is indeed the most labor-saving to make electronic products. One is that consumers demand a lot, and another online sales of electronic products can have The relatively large price advantage is also due to the relatively small size, relatively light weight, and relatively high price of electronic products. The logistics pressure for electronic products will be much lighter.
Boss Ma feels that Li Mu must have enjoyed the sweetness in electronic products, so he took advantage of this force and hoped to make electronic products more transparent, but Boss Ma saw the lack of stamina of electronic products.
In the final analysis, electronic products are not fast-moving consumer goods. The market needs time to recuperate. As time goes by, the trading volume of electronic products on the Taobao network will gradually decline, and eventually become rational. In this case You have to compete with Li Mu in a differentiated way, don't you make electronic products with low consumption frequency and high customer price? Okay, then I'll do daily necessities with high consumption frequency and low customer price!
Differentiated competition is one of the best ways to survive in front of giants. When auto giants all over the world continue to merge in various types of vehicles, Tesla's new energy vehicles are a typical example of differentiated competition.
Tesla chose a competitor ’s blank area as an entry point, which is fundamentally distinguished from the other party. Other manufacturers are studying power, fuel consumption, hybrid power, transmission gear position and shift logic, which are closely related to fuel engines. When the problem occurred, the Tesla abandoned the fuel engine, the gearbox, and the fuel consumption, so that its core selling point was clearly distinguished from its competitors.
The same is true for Boss Ma. He knows clearly that e-Commerce, which can really invade the lives of ordinary people, is the real e-Commerce, so he feels that Li Mu has not found the essence, and the true essence has been seen through by him. All fast-moving consumer goods closely related to the people.
So he held a core meeting internally and put forward the core concept of daily sales promotion. His team was already used to taking him as the absolute core, so he had no opinion on this decision.
The direction is determined, and the execution plan is to be determined immediately. There are two types of execution plans for Boss Ma at the current level. First: self-operated, like Li Mu, it is first purchased from the enterprise, and then sold and distributed by itself; second, Adopt the most grounded C2C model to attract a large number of sellers to settle in and let the sellers promote together.
According to the current funding situation of Boss Ma, he clearly realized that he could not do self-employment like Li Mu, and could only choose the second way to do C2C, which would save the cost of storage and distribution. On the other hand, you can transform the online small and medium-sized enterprises of Alibaba, let them become sellers of LeTao, and run them on their own, so this time the LeTao online promotion campaign, Boss Ma is also to use dozens or even hundreds of stores to jointly promote The model is very different from Li Mu's self-employed promotion.
The main direction of the implementation plan is set, and then the whole plan is refined, for example: the entry point of this promotion is refined.
The scope of daily necessities is too large. With the current strength of Alibaba, it is not realistic to shop too large as soon as it goes online, so Boss Ma decided to choose two detailed entry points as the core area of this promotion.
The two detailed entry points are: daily cosmetics and clothing.
Daily chemicals are daily-use chemicals, from cosmetics to body care, and then from bath products to washing products. The reason for choosing this category is because there are a considerable number of domestic small and medium-sized daily necessities manufacturers on Ali Bar. The manufacturer's product although is not well-known, but the most important thing is that the price reduction space is large, and the degree of cooperation of enterprises is high. From the perspective of Ma Zong, the national consumption in daily chemical consumption is still very reasonable. The influence of big brands is certainly great, but The share of small brands accounts for at least half of the total, so the products of these small and medium-sized enterprises must be very marketable.
When it comes to clothing, the reason for choosing clothing is because Hangzhou has a very large industry advantage. There are two cities in the country where clothing manufacturers are gathered, one is Yangcheng and the other is Hangzhou. There are a large number of small and medium-sized clothing manufacturers in the suburbs of Hangzhou, and there are large-scale clothing OEM (original equipment manufacturer) supplier companies. Boss Ma is also the idea of holding the first month near the water tower. , Get favorable resources nearby.
After setting a detailed entry point, the next step is the specific implementation plan.
Boss Ma hopes that LeTao will immediately start the promotion of daily cosmetics and clothing as soon as it goes online, so he requires his team to establish contact with these small and medium-sized enterprises in advance. Before LeTao goes online, let them accept cooperation in advance and start preparing for LeTao To build a store, before LeTao goes online in September, Boss Ma requires at least one hundred stores to be settled in advance, as well as a publicity plan. Once LeTao goes online, it is necessary to invite sellers to LeTao on Taobao and eBay.
As for the specific plan for promotional activities, Boss Ma wants to use the discount + full shipping mode for promotion. Currently, there are three courier companies under its own hands, and the logistics capacity is sufficient. When the time comes, the participating companies can directly Cooperate with your own courier company, and your own courier company will be responsible for the delivery of the package, so that you can minimize the cost of shipping, and then you can use the whole site 20% off + 88 or 99 free shipping to promote the event.
Full site discount is currently the main promotion method of offline, and full shipping is another attraction of Boss Ma based on online characteristics. Although the online promotional price is small advantage, the postage cost is not low, and it may not really be calculated. Save money, but if the postage is exempted, it will be very attractive to consumers. Once the full postage method is used, it will also invisibly allow users to create a subconscious of "buying orders", which is the same as Li Mu wants to do. "Subtraction" is basically the same.
After sorting out the entire promotional plan, Boss Ma said to the team members extremely solemnly: "Our LeTao success or failure is here and there. From now until mid-September, we still have about 20 days to prepare, everyone We must take up the spirit of twelve points to do this well. Please remember that this time we have agreed to the management. The time when LeTao goes online can never be changed anymore! "
The members of the team nodded one after another, and now it was already on the string, they had to be sent. For a time, a tense atmosphere spread quietly in the team.
Boss Ma is also extremely nervous. It is not easy to **** food from Li Mu, not to mention digging a hole for him. Once Li Mu realizes his movements, Li Mu will do his utmost to stop and interfere with himself. If LeTao ’s The launch and promotion plan exposure, I don't know how Li Mu will deal with it. This question is a big head when you think about it.
However, if you think about it optimistically, Boss Ma feels that the combination of these two promotions should be enough to bring great appeal to ordinary people who are budget-conscious.
In his view, the retail industry is an industry that can never be monopolized, as is the retail industry in the e-Commerce field.
People are always choosing a more convenient and affordable consumption channel. As long as they launch this activity to make users aware of the benefits, users will definitely come.
In the final analysis, users buy commodities, not stores that sell commodities. No consumer only goes to Wal-Mart or Carrefour for a lifetime. The newly opened supermarket in front of the door has activities. Even if they are not famous, they will definitely come in at affordable prices Look, this is your own chance.
Once you have attracted a large number of consumers in this event, your LeTao will be able to gain a foothold. In this way, even if Li Mu temporarily turns around and grabs the daily necessities to fight against yourself, you may not be really afraid After him, after all, he was already predominant in the field of daily necessities. After all, he had certain advantages and his own user group. No matter how strong Li Mu is, it is impossible to take away all its users one by one. The follow-up operation mode, LeTao should be able to rely on daily necessities to stop completely!
However, Boss Ma is basically didn't expect, Li Mu although did not make Taobao show any signs of focusing on daily necessities, but he has long planned to become a large daily necessities, and he planned much bigger than he planned ... …