Rebirth in a Perfect Era Chapter 851: Promotion plan that shocked the audience

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In the conference room of Taobao network, Teacher Lei sat a little cramped on the left hand side of Li Mu's. The front of the long table is the seat of Li Mu, the left hand side is Teacher Lei, and the right hand side is Brother Liu.

The feelings and feelings of this scene made Li Mu feel very emotional. The two super bulls, one left and one right, just played the role of the player ’s own left and right hands. This feeling is more than a dark and can be included in the heart, it is fun. Bloomed. ,

Teacher Lei is a little nervous, because he is attending the Taobao formal meeting for the first time, and in his mind, the platform and team of Taobao are stronger than his previous Joyo by more than one level, and it feels like a The coach of the domestic A club, suddenly had the opportunity to become the assistant coach of the Real Madrid club. For the first time, he sat in the conference room of Real Madrid's coaching staff and listened to the feeling of Real Madrid coach when he made tactical planning.

The content to be discussed at this meeting is the most important battle in the next stage of Taobao network development. It is not only of great significance, but also of true high confidentiality.

For Li Mu, although Teacher Lei is still not a member of Taobao from the contract point of view, but after reaching an agreement with Li Mu, whether in his eyes or Li Mu eyes, he is already one of the Taobao network You are trustworthy.

At the beginning of the meeting, Li Mu first introduced Teacher Lei to everyone, and told everyone that Teacher Lei will join Taobao in the near future and become the chief operating officer of Taobao.

When Li Mu said the name of Teacher Lei and his positions in Kingsoft and Joyo.com, the other employees present were dumbfounded.

Teacher Lei has a great reputation in the internet industry. Although it is not as good as the rising star Li Mu, it is definitely one of the very top talents in this industry. Not to mention, he is not only the CEO of Kingsoft, but also the chairman of Joyo. , Status and qualifications are extraordinary, but such a big man, even joined the Li Mu's, this made everyone realize that the gold content of the Taobao platform, because of the joining of Lei Jun, it has taken it to the next level.

After introducing Teacher Lei, Li Mu began to go straight to the topic. In front of Brother Liu, Teacher Lei, the core operation team, and the professionals who have recently arrived, they detailed their plans for this promotional event.

Li Mu first introduced the positioning of the entire promotional activity: this day ’s top 100 promotion is to completely solidify the foundation of the Taobao network. Through this activity, all the people realized that Taobao network can penetrate deeply into their lives Let them realize that the Taobao network can replace a considerable part of offline shopping behavior in life, and has greater advantages: such as the price of small advantage, home delivery, saving time and effort.

If this promotion is successful, there may be 10% or more of the daily consumption of China urban residents in the Taobao network. You ca n’t underestimate this at least 10%, because it covers all Fast-moving consumer goods, users buy very frequently and almost without interruption, once a user develops the inertia of buying daily necessities online, then this user will probably transfer most of the daily necessities online.

This event is to attract the attention of a large number of urban residents and convert them into Online shopping groups as much as possible.

As for the duration of this event, Li Mu decided to position it as seven days. This time period will be longer, not for the pursuit of single-day sales, but for the pursuit of realism to cover more users.

After talking about his goals and positioning, Li Mu began to further refine his promotional activities.

Li Mu's ’s ambition is much larger than Boss Ma. He wrote a large section on the blackboard, and while writing, he said: "This time our promotional activities are divided into a career group. Commonly used department store group, daily necessities group and clothing, shoes and hats group. "

There are a total of four major categories, and each category Li Mu hopes to be able to do a good job, so he made a solemn request: "The four career groups should fully coordinate all relevant companies that can be coordinated. I believe that Taobao's current influence , And our performance on the previous brand day, related companies will not refuse our cooperation, but the selection of partners has a principle: all participating companies must be strictly audited, and must pass industry certification in their fields. The company has a good reputation and the product quality is reliable. "

Everyone nodded their heads, and product quality was the top priority. Everyone knew this very well.

Li Mu went on to say: "There are also several principles for cooperation with partners. The first is the way of cooperation. This time, except for the clothing, shoes and hats group, the other three groups all adopt a self-operated model. Both: we purchase, For self-sale and self-distribution, manufacturers only need to supply us. "

"When it comes to supply, first of all, we must authorize our network exclusive distributors, this is the basic premise of cooperation, and companies that do not accept this requirement will not cooperate."

“The second is to determine the price. Since we are already an online reseller, we require companies to give us prices lower than offline in other channels to match our promotional activities. They have two options, one is to directly reduce The supply price, another one is to give us a certain promotional rebate and tell them the attitude of the Taobao network: the greater the price advantage of the supplier, the more promotional resources we give, and vice versa. Cooperation. "

"After the price is determined, the supplier must deliver the estimated quantity of goods to our designated warehouse in advance according to our requirements. This time we still use the brand-day model. There are six shipping warehouses in the country, each warehouse ’s The amount of distribution is calculated by us in a unified way, and the demand is formulated, and the supplier can supply in advance according to the demand. "

"The billing standard for promotional activities is different from Taobao's billing for other merchants. This billing period is 7-15 days after the end of the campaign."

"All companies participating in our promotion will receive at least one banner promotion on the first page of the Taobao homepage, and at least two banner and text promotion on the channel page in the same category in the same year. The company with the highest sales volume will receive YY nationwide pop-up window promotion once. "

Li Mu has very high requirements for promotional companies, not only their own strength, but also their maximum promotion of their promotional activities. Because of the many requirements, Li Mu has also formulated more preferential strategies for them. , Not only to speed up settlement, but also for example, who makes profits, whoever gets more resources, who has a high degree of cooperation, the more resources they get, the more tempting conditions.

For medium and large enterprises, their vision is more long-term. Compared with a wave of sales in a short period of time, they hope to increase the brand ’s exposure and increase the brand ’s audience. The growth line can be pulled higher and longer.

The promotion of Taobao network, for the enterprise, originally represented the joint participation of Taobao network and Muye Science and Technology, and the exposure of the event will undoubtedly be very high. Being able to catch this express train and gain brand recognition The promotion of has a great role in promoting.

Look at the last Smart Day repeater on the brand day. After a brand day promotion, the sales volume has now surpassed the BBK, becoming the first in the industry, not to mention Smart Day earning through the Taobao brand day How much money is spent, depending on the growth of its brand influence, tens of millions of advertising budget may not be able to achieve this effect.

So Li Mu firmly believes that after giving these preferential policies, the enthusiasm of the company will be greatly improved, and then the company will do everything possible to work closely with Taobao.

Thinking about this, Li Mu added another sentence: "Oh, you have to inform the companies you contacted. Before the end of August, you must give me a product quotation, indicating the current terminal retail price of the product, the channel retail price and For the price given to us, we will allocate resources in advance according to the price gap they give. "

Half of the people here were dug out from major production enterprises by Liu Qiangdong. After listening to Li Mu, their keen professional sense of smell immediately realized that this promotion will definitely bring great attraction to enterprises. I am afraid that this promotion can really get the unprecedented ultra-low quotations of various companies, so one by one is full of confidence and eager to try.

Next, Li Mu talked about the most important part of this promotion: the plan!

Promotional promotion, how to promote and how to promote? This is the most important issue.

Li Mu is in front of everyone and explained his promotion strategy in detail: full reduction.

After probably chatting with Brother Liu, Li Mu further deepened his full reduction strategy and thoroughly played through the full reduction!

First of all, for the three major categories other than clothing, shoes and hats, he decided to set multiple full reduction gears, such as: full 99-20, full 199-50, full 399-120, and full 499 minus 180, which The discounts for the four gears are approximately: 20%, 75%, 30% and 65%.

Special commodities, such as clothing with high profit and high customer unit price, directly use the three gears of 500-200, 1000-500, and 3000-1800.

The threshold for looks at is a little high, but Li Mu also explained the reason for this: considering that it is already autumn, Xia Ji clothing has basically been removed from the shelf, everyone began to buy autumn clothes, and now a casual branded long sleeve T-shirts are also priced at more than 70 yuan, and a jacket has to start at least 200 yuan, so choose a pair of two or three pieces, and 500 is enough. If you do n’t have enough 500, 1000, and 3000, it does n’t matter. People are wisdom. Animals are the best at finding solutions. Isn't that how to get together and fight together?

Once Online shopping users start to collect orders, there is no doubt that they will buy more and directly increase the overall sales;

Once the user starts to find someone to pay for the order, it will not only buy more, but will also bring at least one indirect Online shopping user to the Taobao network. The indirect Online shopping user may not have a Alipay or Taobao account, but it does not matter, as long as He experienced the advantages of Online shopping once, and he was much more likely to become a direct Online shopping user, which in itself is a powerful magic weapon to quickly absorb new users.

Moreover, Li Mu believes that apparel companies will cooperate, because even if they sell 50% off, it will just happen to be the same price they sell to specialty store, so for them, the 50% off sale is already very profitable What's more, it is also possible to play a wave of advertisements, which is the most important place!

After finishing this, Li Mu pointed out one point deliberately: "All the full reductions are implemented in the form of coupons. In addition to sending one coupon to all users at once, the above full reduction coupons will also be unlimited All users receive it for free. The reason why they need to issue coupons instead of direct full reduction is to let the coupons give them a psychological hint that they will not feel uncomfortable or lose money, forcing them to use these coupons as much as possible. "

Speaking of this, Li Mu inadvertently discovered that everyone present, including Brother Liu and Teacher Lei, were stunned looks at themselves, their eyes were more surprised and shocked.

At this time, Li Mu simply ca n’t imagine how huge the psychological impact this set of full-sale promotion strategy has on them ...