Rebirth in a Perfect Era Chapter 922: The only possible way out
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Compared with the LeTao929 promotion, the Taobao929 promotion is indeed compact in every aspect.
Since the launch of the Taobao ad, the number of Taobao users has surged by millions, the number of registered users has surged by nearly one million, and the conversion rate of registered users has exceeded 20%.
With such a high conversion rate, a considerable portion of the visiting users who are already Taobao users must be removed, so it seems that the registration conversion rate of this Taobao929 promotional advertisement exceeded 50%.
The reason for such a high conversion rate is that after all the promotion rules of Taobao are launched, various well-known brand discounts can be seen at a glance, and there are ways to grab and draw various large-scale discount coupons. Is very attractive.
Background data shows that for Taobao registered users under the age of 30, the most viewed product category on the promotion page is clothing, because a large number of famous brands that are very popular among domestic young people are given in this Taobao promotion. The real 50% discount is indeed a huge attraction.
The registered users of Taobao who are over 30 years old, the most concerned are daily necessities and diesel oil.
The Taobao is a great effort for these users. It can be said that all the daily necessities and diesel oil products launched by Taobao have made its audience users have a strong desire to buy because of the price. It's really cost-effective, and it's more cost-effective than the price users buy from any other channel!
Taobao has attracted the attention of a large number of users by virtue of its powerful, comprehensive and very attractive promotional activities. At the same time, it has shocked all the companies participating in this event with amazing data.
Taobao did not take pre-sale this time, so there is no most direct data to estimate sales, but the number of users who added to the shopping cart and the number of users who collect it can still intuitively reflect the product ’s future activities. Approximate sales.
For example: a shampoo brand under the Procter & Gamble company, a very favorable family set combination was launched at this event, 1500ml large bottle of shampoo plus 1500ml large bottle of conditioner, and an additional free gift Set of 200ml vials of travel, plus a towel with the brand logo.
The original price is three discounts more than the shopping mall discounts and shopping malls. At the same time, it also supports coupons over 199-50 on this basis. For many users over the age of 30 who have never experienced online sales, this sales force It was really exciting. In 12 hours, more than one million users added this package to their shopping cart or collection.
In 12 hours, more than one million people joined the shopping cart or collection. In 8 days, although cannot multiply by 16 on this basis, but multiplying by five is always not a big problem. In that case, it is five million. Set, even if the final conversion rate is only half, it is 2.5 million sets! For companies, this data simply shocked and ecstatic them.
Li Mu this time is hoping to completely open up the situation of electronic Business through this round of activities, not only to make netizens accustomed to buying electronic products online, but also to make netizens accustomed to buying all other daily needed things online They develop the consumption habits of Online shopping, and to achieve this goal, they must achieve a large percentage of price reductions in the goods themselves.
Small profits but quick sales are the most typical business rules in the field of electronic Business. A platform like Jingdong has many abnormalities in the promotion of FMCG sales. Many people usually feel nothing, but if you estimate it a little Sales volume, look at its front-end data can guess a rough.
For example, when searching for shampoos on Jingdong, there are more than 760,000 reviews of a series of shampoos and conditioners from a certain brand of Ting. There are five products in this series, each with a unit price of 65.9 yuan. Suppose Jingdong users buy The comment ratio is 5: 1, which means that behind 760,000 comments, there are at least 3.8 million purchases! And because most users are not used to comments, this ratio may be higher.
3.8 million purchases, the unit price is 65.9 yuan, the sales of this series of products in Jingdong is 250 million yuan RMB!
Similarly, iPhone6S has more than 780,000 single product reviews on Jingdong. Similarly, according to the 5: 1 purchase review ratio, the actual sales are 3.9 million units, and the unit price of iPhone6S is much higher than shampoo. The pricing of various capacities is different. Assuming that the average transaction price is 5500 yuan, then Jingdong sold an iPhone 6S mobile phone worth 21.45 billion!
Taking a step back, if the higher the price of the product, the higher the enthusiasm for user reviews, assuming that the purchase review ratio of Apple mobile phones is 2.5: 1, then Jingdong has also sold at least more than 10 billion iPhone6S!
Only one product, it sold tens of billions of dollars! And still self-employed! Such a platform is simply a perverted existence, it will make all companies pay special attention to it, and the right to speak is extremely strong. Moreover, even if its book has been losing money, its valuation is extremely high.
What Li Mu wants is to set up a perverted image of the Taobao network in front of all enterprises through this event. As long as this time is successful, all enterprises will become the most loyal suppliers and partners of Taobao.
At that time, they will not only give Taobao more preferential terms, longer billing period, but also give Taobao more customized services. Perhaps in the future, each brand of Procter & Gamble will launch a special Taobao for Taobao Sets, many mobile phone manufacturers may also be willing to launch Taobao proprietary mobile phones, these can greatly enhance the Taobao platform and brand awareness.
In the past 12 hours, Taobao has not only allowed netizens in the country to enter the Online shopping carnival and crazy shopping rhythm in advance, but also excited all the brands participating in this promotion. The gains can be described as great.
However, the past 12 hours of LeTao have been really miserable.
The promotion data from the street to the death has left Boss Ma and the entire LeTao team in deep despair.
At any time, the data will not lie. If you go on like this, there are 13,000 registered users in 12 hours, 26,000 a day, optimistically, 30,000 a day is good, only a total of 240,000 in eight days ...
If the promotion cost of more than 16 million hits, with only 240,000 registered users, this will surely become the biggest joke and the most failed promotion case in the internet industry since its birth.
The cost of acquiring users on any platform or product will not be so high.
If there are really only 240,000 registered users, how many users can actually produce consumption when it is time to promote? Even if you are more optimistic, 50% of users will place an order, and the average customer price is 100 yuan, then the sales of the entire promotion will be only 12 million ...
This data makes people want to die!
On one side, Li Mu took eBay to buy shares in PayPal, and the three-party joint venture PayPal was immediately optimistic about entire US. The valuation of the three companies has soared because of this cooperation;
One side is Boss Ma, bring Alibaba, Amazon, Dangdang, a three-party joint venture to engage in a LeTao, a promotional event, the advertising budget alone is more than 16 million, and finally the total sales of the promotion The amount is only 12 million! Moreover, there is almost no profit in the total sales of 12 million. Counting the manpower and material resources invested, in this promotion, LeTao will lose more than 20 million ...
If these two situations are put together for comparison, Boss Ma almost wants to cut a ground seam and drill into it.
Yang Weilian It's also awkward, what should I do? Amazon Still want to borrow LeTao enter China The market, now look, just stepped in China On the first foot Li Mu The beast traps laid out do not matter in terms of monetary loss, but considering that this Amazon in China The impact of strategic planning, the indirect loss is still very huge.
But there is no way for him. The LeTao is almost slammed on the ring by Taobao. He hits on the third and the third. There is no referee on the ring. Who can save LeTao at this time? Fire and water?
The desperate Boss Ma burst out of resentment and said to everyone in the conference room very seriously: "We ca n’t continue to sit still! The entire promotion that was set now seems to have been almost completely scrapped by Muye Science and Technology, we You must think of other ways! "
Lu Zhaoxi said: "If this is the case, instead of spending so much money on promotion, it is better to simply throw money at the user. We convert the user through the media and are so distracted by Li Mu. The acquisition cost of a registered user More than 75 yuan, would n’t it be better if we change our thinking and directly give money to users? ”
So, Lu Zhaoxi added: "If we can give each registered user a cash discount of 20 yuan, the number of user registrations will definitely increase! It is much stronger than using 75Yuan to change a registered user!"
Boss Ma asked him: "Do you mean that the money is given directly to the user? Let the user spend freely? Is there a threshold for use?"
Lu Zhaoxi said: "The use threshold must be set. Otherwise, once you open a loophole that you can directly drill, I am afraid that you will not be able to take it. We may use the Taobao method to issue coupons. They are not full. Is the discount coupon level? Then we will simply give each user a coupon with a discount of 99 and 20, which can be used on a 20% discount basis. "
Cai Chongxin said: "Lao Lu, do n’t forget, we will change our minds temporarily and increase the promotion efforts, but the news that we increase the promotion efforts still needs to rely on the media to deliver, otherwise, even if we fold it and give it to the users At 99 minus 50, users will not receive this message at all, so our promotion cost ca n’t be saved. "
Lu Zhaoxi smacked his lips.
Some emotions and thoughts are one-sided. I only thought that instead of spending 75 yuan for a registered user, it is better to subsidize the user with money, but it is ignored. No matter what promotion strategy LeTao changes, it must rely on the media. Information is put, so it is impossible to save promotion money. The only thing that can be done right now is to find ways to increase the conversion rate of promotion.
The whole audience was contemplating, and Boss Ma frowned tightly, saying nothing.
It seems that there are three ways to increase the conversion rate.
The first method: also hire first-line celebrities to advertise, but this is definitely too late. The promotion time of 929 cannot be changed. At this time, go to the celebrities, talk about prices, shoot advertisements, post-production, etc. Maybe it ’s October already;
Second method: take the path of Taobao and find a lot of famous brands to join. LeTao The brands of this event are thrown out of hundreds of streets by Taobao regardless of quantity, quality and popularity. If you can find a way Enhancing the attractiveness of the brand will definitely improve the conversion. But the question is coming again, who is going to cooperate at this time? Taobao is eyeing, big brands will not risk the offense of Taobao to cooperate with LeTao, so this road is also difficult to get through;
The third method: increase sales! Taobao is not the full reduction of various gears, can there be coupons full of 199-198 to grab? Then LeTao also launched additional coupons to attract users' attention with real discounts.
At present, only the third method seems to be the only possible way out, but the problem also exists.
Once it is decided to give extra discounts to users, it means that LeTao has to bear the cost of extra discounts. If it really attracts a lot of users, it will be a big expense and the original profit margin is very low. If additional 99-20 is required, basically every time the user purchases 99 yuan of goods, LeTao must post at least 15 yuan.
Boss Ma is not afraid to pay for money earned shouting, but he is afraid of taking the wrong rhythm. The current internet industry has not really entered the stage of burning money and fighting, but Li Mu has forced Boss Ma to the point where it must be burned to be able to save room. Boss Ma is very worried. What he is worried about is once this unhealthy competition mode is started, what if Taobao does its best to follow up?
What if Taobao is willing to lose 30 million to die with himself after holding his decision to lose 10 million?
There is not much cash available in my hand, but Li Mu has at least billions of deposits in the Taobao network in hand!
If you do this with Li Mu, once you ca n’t keep up with your money, you will lose your money ...
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PS: I ’ve been too busy recently, and it ’s almost two o’clock after finishing the second job. I ’m really tired. I hope you can support the genuine and vote for one more monthly pass! Thank you for not singing! Ask for another wave of monthly tickets before going to bed! Brothers and sisters, we must fight to the end!
Busy SB, all the calculation questions are wrong, ha ha ha ha, convinced myself ...