Rebirth in a Perfect Era Chapter 847: Taobao’s second round of promotions
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Various venture capital companies are working hard to formulate investment plans for Muye Science and TechnologyC round financing. Li Mu is about Brother Liu to communicate the current logistics progress.
Brother Liu has just finished the purchase of automobiles recently. At the same time, the backbone of the major logistics companies has begun to recruit troops in the provinces and cities below. Brother Liu ’s own confidants and logistics professionals in the city where the six major logistics bases are located Re-select the site, because this time a large logistics base and storage base will be built. Once it is launched, the investment is huge and it is difficult to make changes. Therefore, not only should it be measured based on the existing geographical conditions and traffic conditions, but also combined with the next few years The expressway development plan and railway development plan that have been set by the state are referred to together.
Li Mu probably remembers that several highways running through the southeast and northwest pass through those cities, but the specific location in which city is passing by, Li Mu can't remember it, so it can't help any busy, only let Professional talents do professional things, they only need to trust the judgment of professionals.
However, one thing Li Mu cares about right now is the automatic sorting of system.
The representative sent to Germany for investigation has not returned, but according to Brother Liu It is said that the relationship has been broken. The Germans are not as rigorous and old-fashioned as the legend, and they also value the rehearsal and human relations very much. China The local tyrant made them realize Taobao Logistics The rich money behind them, right now, they have given Taobao Provides several automatic sorting system Solution and reasonable quotation, and only need to pay a deposit of 10%, Beumer You can start production, because the whole set system Beumer Play is already very mature, as long as Li Mu's The demand is not particularly huge, basically it can be completed within two months.
The cooperation method of Beumer is that the 10% deposit will be started after the account is paid. After completion, 70% of the factory payment will be paid and shipped to the designated port. After arriving at the port, Taobao will automatically clear the customs, and the remaining 20% will be paid before customs clearance and release Once the customs clearance, Beumer professional technicians will immediately arrive at China to do a full set of installation and training work for Taobao Logistics, after-sales service is also solely responsible for Beumer.
According to the current quotation, the cost of each mature medium-sized automatic sorting line is about 20 million. If Li Mu wants to launch an automatic sorting line for each logistics base first, the overall cost will reach 100 million. 20 million.
At the moment, 500 million yuan of funds are required to purchase a large number of vehicles, and the establishment of a national network team and logistics base will be somewhat stretched out. It is indeed a luxury to spend more than 25% of the funds for automatic sorting, but Li Mu thinks for a moment, or tells Brother Liu Got my own thoughts now.
“Brother Liu, I think the automatic sorting of system can be done in one step, first pay Beumer a deposit of 12 million for them to start working immediately, but the contract must state that if we have special circumstances, we can request Beumer to delay delivery For goods, we pay Beumer storage fees and late fees according to a certain reasonable amount every day. At the same time, we also started to discuss the Taobao network and Taobao Logistics A round of financing. If the investment is not negotiated for two months, we will temporarily let Beumer out Treasury, at most pay him a small amount of liquidated damages, as soon as our capital is in place, we can immediately pay, requiring Beumer to ship. "
Brother Liu nodded and said: "The news of Muye Science and Technology round C has now made the entire venture capital circle crazy. If Taobao and Taobao Logistics are also releasing news to raise funds, the heat will definitely be even greater."
As he said, Brother Liu said again: "Actually, I don't recommend Taobao for financing at the moment. We have so many naturally settled settlement payments on our books. We can get the logistics scale you want by taking out hundreds of millions of dollars first. "
Li Mu **** and says: "That's what I said, but I always feel that the money can't be rash or try to move as little as possible. This money is not our profit, but only the payment of our partners, which is equivalent to the bank holding Savings money, but the volume is much less than the savings. In the future, the e-Commerce industry will be confusing, and overseas giants have not yet exerted their strength. If the overseas giants exert their strength, there are too many places where we need to burn money. It ’s not easy to think about financing again, and if the deposit is diverted too much, once the customer runs, we ca n’t pay it back, I am afraid it will be a big problem. ”
Brother Liu could n’t help but ask him: “Do you think overseas giants will exert their strength in China? I see that ebay has not done much after acquiring eBay, and Amazon has not yet entered the China sign.”
Li Mu said: "I ’m not sure what these two future strategies are in China, but in short, do n’t take it lightly. If one day we want to start the money-burning model, then the money burned must be capital money, not be This money, otherwise we are equivalent to carrying a time bomb by ourselves. If we do n’t explode, it will be gone.
Brother Liu thought for a moment and asked Li Mu: "When do you think the financing will start?"
Li Mu thought for a while and said, "Well, let ’s set a basic strategy and first set a capital warning line standard for ourselves. My idea is that we can use the deposit money, but we do n’t have the capital for cooperation right now. Relationship, so be more cautious and take up to 20% of the deposit payment. This is our capital warning line. Once this line is crossed, we must immediately find a way to ease the pressure on funds and try not to allow this ratio to continue to expand. There is no way to remedy the situation. The capital occupancy is up to 30%. 30% is a critical line that cannot be exceeded. Once this line is touched, we would rather borrow from a brother company, transfer shares at a low price, mortgage, split and sell. You cannot continue to use this deposit payment. "
Brother Liu nodded and said: "The ratio is very reasonable, up to 30%. Once there is a problem, we should stop loss in time and we can fill it back. I have no opinion."
Li Mu said: "Okay, let ’s do that first. You can talk to the people in Germany tomorrow. You can talk to Beumer about the purchase contract. If they agree to our request, you can sign the contract. Pay the deposit first and let Beumer start. Production. "
"Okay, I will call them and let them start immediately."
After Brother Liu finished the call, Li Mu asked him again: "Yes, how many management staff of large-scale daily chemical and grain and oil companies have arrived?"
"I'll be here on Monday." Brother Liu said: "I met with them a few days ago and met. The temporary job requirement is to unblock the relationship. We are not going to invite these companies to open a direct store in Taobao. Rather, I hope to be able to cooperate with them as the sole agent distributor of China internet. We purchase their products on our own, but require them to give us a certain price advantage, and then give us a certain promotional rebate. "
Speaking, Brother Liu looks at Li Mu, seriously said: "I know what you think, you want to push a wave of general merchandise, increase everyone's dependence on Online shopping, but the price of daily merchandise products is lower, which is for dealers. The profit margin is not as large as electronic products, so it is still very difficult for you to make a price advantage. Do you have a specific idea now? "
Li Mu has long been planning big sales for department stores. From the day of Taobao brand day, department store sales have become a major event in Li Mu's mind.
Before, through the efforts of Taobao Brand Day and the subsequent media influence, almost all consumers across the country knew that Taobao can buy more small advantage electronic products online. This is the first label users put on Taobao. .
But Li Mu does not want Taobao to be like Dangdang books, or like Suning appliances, a label is hit in the end, so now he must put the second in the user ’s heart before the first label is cured. , Third and even more tags.
He wants to make Taobao a big and complete e-Commerce website, which not only has a rich and omnipotent C2C business, but also a B2C business that includes all brands, so he must push the second large-scale promotion to users as soon as possible.
Li Mu set goals for this promotion: daily necessities, grain, oil and food.
The eight characters include all the most grounded, most indispensable, and most frequently purchased products of the common people, chai rice, oil, salt, vinegar and tea, beer and beverage mineral water, clothing and shoes and toilet paper, toothpaste, soap and washing powder ...
In short, all are closely related to the lives of ordinary people.
Li Mu and Brother Liu introduced their plans for this event in detail.
Since it is a department store, the first thing to do is to purchase by yourself, because only by purchasing by yourself can you get the maximum freedom in the sales process. If you let Procter & Gamble complete 199 minus 100 or 50, 30 activities on Taobao, Procter & Gamble will definitely feel that his brain is ill now, but it does not matter, first talk to Procter & Gamble about the price, talk about the rebate of the promotion, and then talk about it to do the promotional activities.
However, Li Mu is not ready to engage in such a brutal promotional activity of 199 minus 100. If you want to do this kind of activity, there are two ways, either falsification, that is, raising the original price and then fully reducing it. It's almost the same as not doing activities. This kind of pitfall. Playing this kind of routine as soon as you come up will definitely make users particularly excluded, so this must be resolutely put an end.
If you do n’t falsify, you must wait until your platform becomes a huge sales channel for the company and the platform has a strong voice in front of the company before it can be launched, because then you can do it. It is basically impossible to oppress enterprises to bear the promotional costs by using a very strong right to speak.
Additionally, there is basically no e-Commerce promotional activity for China internet. Except for the Taobao brand, it has never done a large-scale promotional activity in other brands and platforms in the real sense, so now in Li Mu ’s opinion, do n’t say 199% 100, even if it is 199 minus 30, 50, can attract a large number of users.
Li Mu's strategy is: generally use 199 minus 30, 50 two promotion, specific products with 30 or 50, according to the cost of this type of product and corporate sales rebates to be specifically calculated, in addition to In addition, a certain amount of 199 minus 100 event coupons can be regularly distributed to users every day in the form of a lottery, but the number of coupons is small, and users need to pay attention to the platform at all times, either grab or draw.
A small number of event coupons over 199 minus 100 will be released according to certain rules and regulations. It will definitely attract a large number of users to pay attention to the competition. Just like the one-yuan instant kill made by previous life Taobao, millions of people will grab a instant kill price of one Yuan. 3. The laptop with an actual price of 3,999 is really worth the money.
Of course, Li Mu is not planning to use the people of the whole country as monkeys like Boss Ma. His idea is that during the event, at least 100,000 such coupons should be released every day. As long as each one is used by consumers, Taobao must be their own. Bear a loss of at least 50 yuan, but for Li Mu, this investment is very necessary, and it must be a real concession in order to really impress consumers.
Before the event, combined with the TV media and offline ads, a wave of pushes was made to let those housewives, middle-aged and middle-aged and elderly groups who were not in contact with internet but relatively budget-conscious realized the benefits of Taobao promotion. small advantage dime rice, even if it runs a few miles, encounter such a big promotion, you can buy it without leaving the house, let alone buy with a group of middle-aged and elderly people, such a good thing, they will definitely Find ways to get involved.
At that time, for these non-Taobao users, as long as they successfully mobilize their desire to buy, whether they let their sons, friends, neighbors help to place orders, or learn to use Taobao to place orders themselves, In short, there must be a way to transfer their money from the offline physical store to Taobao!
Brother Liu heard the full sales promotion method for the first time. After careful analysis, it was shocking for a while.
The same is a promotion. Ordinary discount promotions without thresholds are the simplest and lowest-end promotional methods. For example, any product can be discounted by 25%. Any purchase can be discounted. In this case, it can only play a promotional role. A lot.
However, if you use the full reduction formula, it is also 25% off the entire site, but for consumers, you must buy 200 yuan to lose 50 yuan, which sounds like raising the promotion threshold, but selling it But all are daily necessities. These daily consumer goods are the easiest to inspire users' hoarding psychology. No one buys five or six TV sets at home, but there are a few buckets of laundry detergent and a few bags of attractive powder at home. There are too many people with a few rolls of toilet paper, so in this way, most users can actually accept the full reduction method.
Once the user adopts the full reduction method, there is no doubt that the customer unit price will increase, the customer order volume will increase, the total sales and total sales will also increase, and it is a substantial increase, which is why the "full reduction" later It has become the only way to promote FMCG products on the e-Commerce platform!
After listening to Li Mu's ’s entire activity strategy, Brother Liu quickly shot his thighs red, and repeatedly sighed: “This strategy is full of ideas! Genius!”
Li Mu waved its hand: "What genius and talent, what can be done is king."
Brother Liu smiled and said: "You can rest assured that this promotional strategy is definitely no problem, absolutely successful!"
Li Mu said: "Tomorrow we will gather those newly hired employees to hold a meeting. I will give you a task. You do n’t have to worry about promotional activities. I ’ll preside over it. Your focus is on logistics. "
Brother Liu nodded: "I went to Yuzhou in two days and talked to Zongshen and Jialing Motorcycle about the customization of three-wheeled motorcycles."
Li Mu said: "Yes, we must strive for the most favorable price and the best after-sales support. In the future, our three-wheeled motorcycles may run on the road for more than ten hours every day, and the quality must be guaranteed.
"Relax." Brother Liu said confidently: "Our demand is so large, we have enough say to them."
Li Mu stretched his waist and said, "Yes, the rest will be said at the meeting tomorrow. Come here today and be tired."
Brother Liu looked at the time, and it was not too late at 8 o'clock in the evening, so he said to Li Mu: "Would you like to have a supper together and have two drinks?"
Li Mu thinks a little: "Drink it tomorrow, you wo n’t leave tomorrow anyway."
"Okay."
Just finished talking, the Brother Liu phone rang. Looking down, Brother Liu said happily, "Hey, Lei Jun's phone."
"Oh?" Li Mu came in with interest: "Take a look and see if you decide to sell Joyo.com."
Brother Liu nodded and smiled, and connected to the phone.
"Hello Lei Zong."
......
"It's me, what are you doing?"
......
"Oh? Really? Have you considered it?"
......
"That's really great!"
......
"It doesn't matter, let's talk about it in detail when you come back."
......
"OK, I will wait for your call!"
About a minute later, Brother Liu hung up the phone with a smile and said to Li Mu: "Lei Jun said he was interested in joining Taobao. As for Joyo.com, he wanted to sell but Kingsoft and Lenovo | mental association did not agree, he would come back and talk to the two companies. Touch the top level. "
"Really?" Li Mu raised an eyebrow in excitement: "Lei Jiao ... Oh no, Lei Jun agreed to join Taobao?"
"Yes." Brother Liu nodded and said: "He said he is now on a business trip in the South, and he will come back tomorrow to talk to the senior management about Joyo.com, and then arrange an appointment to talk to you about joining the Taobao network."
Li Mu has a clear heart. With the current strength and status of Teacher Lei, although it is not very rich, but it is also a awesome person in the industry. Joining Taobao naturally needs to talk about salary and equity issues, so Li Mu simply said: "That line, you Keep in touch with him and set a meeting time with me at the time that's alright. "
Brother Liu said: "He went to the South for a business trip, should it be for Seasun?"
"Affirmative." Li Mu smiled with a wicked look on his face: "Seasun's core team is frustrated, it should hit him hard."
Brother Liu said: "Lei Jun is a powerful person. Having him to do Taobao operations is a great thing for Taobao."
Li Mu do n’t know what Brother Liu thinks about soliciting Teacher Lei in, but as the most original founder and partner, Li Mu still has to give him the greatest respect, said lightly: "Brother Liu, Lei Jun come, I am going to let him do COO chief operating officer of Taobao network, who is fully responsible for platform operation, and report all work directly to you. "
Brother Liu said: "It's better to report directly to you, after all, his experience is much stronger than mine."
Li Mu waved his hand and said undoubtedly: "Report to you."
Finally, Li Mu laughed and stood up and said to Brother Liu: "I'm in a good mood, let's go and have a drink!"