Rebirth in a Perfect Era Chapter 964: Li Mu’s’s countermeasures

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Li Mu hurried to the Taobao network. About 80% of the employees have taken a break. Most of the rest are technicians to ensure the normal access and ordering of the Taobao network throughout the National Day holiday.

Teacher Lei and Brother Liu are workaholics, and they are as much committed to work as Li Mu, so the National Day holiday First Day is the same as the normal working day, and there is no slack in it. It is precisely because of the height of their work. Serious and responsible, we can know everything about LeTao.

Li Mu came to the company, and the two immediately entered the Li Mu's office together. After the two introduced the situation in more than ten minutes, Li Mu frowned.

The situation is really a bit nowhere to start. C2C sellers are originally countless sellers all over the country. To put it bluntly, the owner of each online store is an ordinary individual user. The Taobao network serves as an enterprise, and these individual users The communication and interaction are very unequal. It seems that the platform is in an absolute dominant position, but Li Mu knows clearly that the platform can not be too tough when it is actually operated, otherwise it will easily cause resistance in the user's mind.

So, this first negates a solution: the Taobao sellers must not be restricted to cross-platform operations. The platform wants to create a good atmosphere for these individual sellers to operate freely. Once the platform imposes power on the basis of free operation , It will definitely be rejected by users. If it is said that in order to fight counterfeiting, Li Mu is willing to let the platform show its power, but this situation cannot be dealt with in any way.

Not to mention, the individual seller is a free individual. It is useless if you explicitly restrict him from opening a shop in LeTao. He can change the name of the online shop, and he can still be booming in LeTao. This kind of thing is completely unusable. Mandatory restrictions.

The only thing that Li Mu is happy about is that Teacher Lei and Brother Liu have the same opinion on this point. Everyone is reluctant to put their own platform into a bad mood and put the platform between the seller and the seller because of the threat of LeTao. Balance is broken.

But the problem is coming again.

The conditions of LeTao are indeed very rich for these small and medium-sized sellers who have no cost to open online stores. If they are not restricted, there will be a large number of Taobao sellers who will open stores in LeTao at the same time in the future. They then try to lure users from Taobao to LeTao to place an order, which is likely to bury a huge time bomb for Taobao.

There is no good way for three people at a time.

Brother Liu frowned, and said with great concern: "LeTao is obviously the last stroke. If they are seized the opportunity to stand firm, they may be able to make a hard way out. Now we feel like There is no room for vigor, like a heavy punch on cotton, it's too hot! "

Teacher Lei sucked and said: "I think the most important thing is that if LeTao is activated at this point, the game we have set for them may be useless."

In short points to the person who is awake.

Li Mu suddenly woke up and blurted out: "Yeah! Our ultimate goal is to block LeTao in all directions and leave only the road of fakes for them. If they let them revive the entire C2C this time, All layouts are meaningless. "

Li Mu knows very well that if you want to rely on e-Commerce to sell fake legislation to kill LeTao, you must force LeTao only to sell fakes. You must let the platform know about fake fakes and even encourage them to sell fakes, otherwise, When he was allowed to go out, he would go back to the old road of Taobao. Even if he sold fake legislation, he would rectify it at most and would not hurt his roots.

The three of them exchanged glances, and no one had a better way.

Teacher Lei sighed and said: "We have tens of thousands of individual sellers, it is too difficult to control them."

Brother Liu said: "Otherwise we will fight subsidies like LeTao. Is n’t he subsidizing 5%? We subsidize 8% or even 10%."

"It doesn't make sense." Li Mu immediately waved his hand: "The subsidy is only one aspect. If we come up with a higher subsidy than him, we can only ensure that our sellers do not dig our users, but they cannot stop us. Of sellers go to LeTao to open a store, and sellers have no obligation to operate on only one platform. "

If everyone is competing to burn money to subsidize users, then Li Mu is willing to take this rhythm, just like the battle of money burning between Didi and Kuaidi. After all, for any product, users Are the most critical, and users are exclusive. The reason why Didi and Kuai keep burning money is because no one dares to slack off. Once any party slacks off and ca n’t keep up, then users Will all flood into opponent's products.

However, if the competition is to subsidize the seller, Li Mu thinks it is of little significance, because the seller, like the taxi driver who was in Didi and quick order, always pursues the best interests, so it is not exclusive at all. When a company is frantically burning money, most taxi drivers use Didi and Kuaidi to take orders at the same time. In this case, competing to subsidize drivers will have no effect.

Li Mu held his chin and pondered for a long time, and said: "I think what we have to do now is to pull the focus of competition from the seller back to the user."

Two people looks at Li Mu: "How do you say this?"

Li Mu said: “It ’s very simple. First of all, let ’s not think about how to prevent sellers from going to LeTao stores, but let our sellers realize that Taobao ’s huge user traffic and huge profit margins make them understand the importance of platform users. Sex, and the importance of platform credit, to put it bluntly, is to make the seller aware of the extraordinary development potential of Taobao and attract him to focus all his attention on how to manage his own Taobao store. "

As I said, Li Mu further explained: "First of all, starting today, we are going to put ads on the entire network, and we want to put vertical ads for direct products. This batch of ads does not promote the products of the cooperative enterprises, but only the ordinary sellers. Commodities, allowing users across the network to directly see product advertisements and click directly into the product details page, use this method to increase the volume of 2C business, so that all small and medium sellers can see the huge strength of Taobao in 2C business. "

Teacher Lei said: "That is to say, we are going to start C2C now?"

"Yes." Li Mu said: "We must release a signal to all small and medium-sized sellers through generous promotional activities: Taobao must force C2C, which is a rare opportunity for every small and medium-sized seller. "

Brother Liu asked Li Mu: "You just said that we want to put vertical advertisements, how do you plan to do this?"

Li Mu said: "For vertical advertising, we need to discuss cooperation with all the domestic website with a certain flow foundation, and buy out a floating window advertisement for a long time. This floating window advertisement will be presented to users of 4-8 kinds of products at the same time. Patterns and information, after the user sees it, directly click on any kind of product information, it will directly jump to the product details page. "

Brother Liu sighed: "Then the promotion efforts are too great, and you said that it is only distributed to small and medium-sized sellers, so many small and medium-sized sellers, how can we reasonably allocate?"

Li Mu laughed: "This is another important point I just said. From now on, we need to make our small and medium sellers constantly realize the huge profitable space of Taobao and let them concentrate all their energy on how to operate. Come to their Taobao store, so they will naturally not have the energy to run other platforms. Even if he opens a store on other platforms, he will not invest energy to take care of it, because all his energy is in Taobao. "

As I said, Li Mu said: "On this point, I have two ideas: One is vertical advertising. How do we allocate vertical advertising? It ’s very simple, it is assigned to high levels, high recent activity, and high traffic. , Shops with high transaction volume and even high user consultation volume, develop a set of algorithms and come up with a weight calculation system. Whose store has these weight indexes recently has high, our algorithm will automatically push the highest-selling products in its store to our vertical In the advertisement, give him direct violence. "

"For example, if Wang Moumou has a shop selling women's clothing in our Taobao, in the most recent period of time, he has managed his own store with great care, and he has launched many new products per unit time, which has attracted Less users pay attention, consult and even place orders, and users generally have higher evaluation and low complaint rate, then his weight will be at a relatively high level overall, and he is a potential target we support. "

"Exactly, there is a women's sweater in his store that sells the hottest, which proves that this sweater is the product with the highest conversion rate in his store, then we will directly direct traffic to this The conversion rate of traffic can be guaranteed on the page of a sweater, and for Wang Moumou, our diversion across the entire network is likely to bring him tens of thousands or hundreds of thousands of visits within a day. Thousands of consultations and thousands of transactions. If one item is 50 yuan, we can bring him more than 100,000 yuan a day. In this way, he will naturally regard the Taobao store as his most important business object. , The temptation of other platforms to him is naturally much weaker. "

"Once we start to push resources across the network to promote products, our daily exposure may reach more than 10 million times, and we can benefit a large number of Taobao sellers every day. At that time, we will tell the seller a few key points that affect the weight. , As long as you do n’t tell them the specific algorithm, as more and more Taobao sellers are benefited, other sellers will naturally be rushing, trying every means to enhance their weights, by that time, they naturally have no time to consider LeTao. "

After a moment of silence, the two of them figured out some of the key links and nodded and said: "This method is very good. If we let all Taobao sellers realize the huge revenue potential of our platform, they will definitely work **** our Work **** the platform. "

Li Mu said: "Support is only one of them, there is one 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 way, so we have to give our small and medium sellers a clear ascending ladder and a long-term ascending ladder."

So, Li Mu went on to say: "In the future, both Taobao external traffic and internal traffic will give high-level sellers more resources, letting sellers know clearly that the higher the seller's level in Taobao , The more additional resources they can get, the more profitable they will be. In this way, they will naturally try every means to continuously upgrade their level. The higher the level, the more he attaches to the Taobao store. "

Teacher Lei said happily: "I understand what you mean. Multi-pronged approach allows sellers to be inseparable from the Taobao network, and put the Taobao network in the most important position, fundamentally weakening other platforms. Their influence. "

Li Mu nodded: "Bundling with regulations and restrictions is meaningless. Only with money and benefits can they be firmly tied to our platform."

Teacher Lei said immediately: "I have a suggestion. In the future, our search function will sort sellers by default. The higher the seller ’s level, the higher its merchandise will be."

Li Mu said: "This is too absolute, but it will make low-level sellers lose confidence. It is better to do so. In the future, the first three products in the default search results will be high-level sellers. Others will still follow our previous default comprehensive algorithm. "

Teacher Lei thought for a while and felt that Li Mu was considered more comprehensively, and then nodded: "OK, I will give the technical department instructions and adjust as soon as possible."

Li Mu nodded and said said with a laugh: "although cannot force our sellers to open stores in LeTao, but we can still give them a little trip."

When they saw the Li Mu with a smirk on their faces, they immediately frowned, and hastily asked, "What is a good way?"

Li Mu smiled and said: "Are n’t LeTao to collect information for them and automatically put them on the shelves? Then we let them in the technical department immediately develop a set of watermark functions before they start to do so. All the product display pictures on the network are added with the Taobao logo watermark. In the future, the seller will add new watermarks to the new products and automatically add the watermark logo to the picture. Only this point, their automatic collection will be invalid. "

Brother Liu shot with both hands, excitedly said: "Good way! If all photos have a watermark of our Taobao network, then LeTao will not work even if the seller is automatically collected, they cannot allow the pictures on their pages to be full Our watermark logo! If you do manual processing one by one, you might be exhausted. If you need our seller to upload one by one on LeTao, you can do it "

Teacher Lei is also excited to say: "This method is great! It is best to set multiple positions to increase the logo, up and down, left and right, upper left and lower right, and randomly appear to prevent them from using technical means to block in bulk!"

Li Mu Haha smiled: "Okay! Just do it, immediately communicate with the technical department, this function should be implemented as soon as possible!"