Rebirth in a Perfect Era

Chapter 847 Taobao's Second Round of Promotions

Major companies in the venture capital circle are in full swing to formulate investment plans for Muye Technology’s C-round financing. Li Mu asked Brother Liu to communicate the current progress in logistics.

Brother Liu has just finished the car purchase. At the same time, the backbones dug from several major logistics companies have begun to recruit troops in the provinces and cities below. Brother Liu's own confidants and professionals in the field of logistics are located in the six major logistics bases in the country. This time, a large-scale logistics base and warehousing base will be built. Once it is launched, the investment will be huge and it will be difficult to make changes. Therefore, it should not only be measured according to the existing geographical conditions and traffic conditions, but also based on the future The expressway development plans and railway development plans that have been set by the state in the past few years should be referred to together.

Li Mu probably remembered that several highways running through the south, east, and northwest all passed through those cities, but Li Mu really couldn't remember which city and where he passed by, so he couldn't help him. He could only use professional talents. To do professional things, you only need to trust the judgment of professionals.

However, one thing Li Mu is very concerned about right now is the automatic sorting system.

The representative sent to Germany for inspection has not yet returned, but according to Senior Brother Liu, the relationship has been opened up. The Germans are not as strict and old-fashioned as in the legend, and they also attach great importance to pomp and affection. When it comes to Taobao Logistics, which has deep pockets, at present, they have provided Taobao with several solutions for automatic sorting systems and reasonable quotations, and only need to pay a 10% deposit, Berman can start production, because the whole system Berman The game is already very mature. As long as Li Mu's demand is not particularly huge, it can basically be completed within two months.

Berman’s cooperation method is to start construction after 10% of the deposit is received, and then pay 70% to leave the factory and ship to the designated port after completion. After arriving at the port, Taobao will clear customs by itself, and pay the remaining 20% ​​of the payment before customs clearance. After customs clearance, Berman's professional and technical personnel will immediately arrive in Huaxia to do a full set of installation and training for Taobao Logistics, and Berman will be fully responsible for after-sales service.

According to the current quotation, the cost of each mature medium-sized automatic sorting line is about 20 million yuan. If Li Mu wants to set up an automatic sorting line for each logistics base first, the overall cost will reach 100 million taels. Ten million.

At the moment, the 500 million fund needs to purchase a large number of vehicles, and the establishment of a national network team and logistics base is a bit stretched. It is indeed a luxury to spend nearly 25% of the funds for automatic sorting. Thoughts now.

"Brother Liu, I think the automatic sorting system can be put in place in one step. We will pay Berman a deposit of 12 million to start work immediately, but it should be stated in the contract that if we have special circumstances, we can ask Berman to delay the delivery. We will pay Berman storage fees and overdue fees according to a certain reasonable amount every day. At the same time, we have also started to discuss the A round financing of Taobao.com and Taobao Logistics. If the investment is not negotiated within two months, we will not let it When Berman leaves the warehouse, he will pay him a small amount of liquidated damages at most, and as soon as our capital is in place, we can pay immediately and ask Berman to load the ship."

Senior Brother Liu nodded and said, "The news of Muye Technology's C-round financing has now made the entire venture capital circle crazy. If Taobao and Taobao Logistics also release news about financing, then the heat will definitely be even greater."

Speaking, Brother Liu said again: "Actually, I don't recommend Taobao to do financing for the time being. We have so many settlement payments that naturally settle on our books. If you first spend a few hundred million, you can transfer the logistics scale you want."

Li Mu smacked his lips: "That's what I said, but I always feel that the money cannot be moved rashly or as little as possible. This money is not our profit, but the payment for goods from our partners, which is equivalent to the bank holding the depositor's money. , but the volume is much less than the savings fund. The future e-commerce industry will be complicated and 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. At that time, it is not easy to think about financing. Moreover, if the accumulated payment is misappropriated too much, once the customer runs on it, we cannot pay it back, and we are afraid that there will be a big problem. "

Brother Liu couldn't help but ask him: "Do you think overseas giants will exert their strength in China? I don't think eBay has done much after acquiring eBay. Amazon has no sign of entering China for the time being."

Li Mu said: "I'm not sure what the future strategies of these two companies will be in China, but in short, we can't take it lightly. If one day we want to start a money-burning model, the money to burn must be capital money, not this money. Otherwise, we would be carrying a ticking time bomb on our own, and if it doesn’t blow up, it’s all over.

Brother Liu thought for a moment and asked Li Mu, "Then when do you think the financing will start?"

Li Mu thought about it and said, "Well, let's set a basic strategy, first set a capital warning line standard for ourselves, my idea is that we can use the precipitation payment, but we don't have a cooperative capital relationship at the moment, so Be cautious and take out at most 20% of the deposit payment. This is our capital warning line. Once this line is crossed, we must immediately find a way to relieve the financial pressure and try not to let this ratio continue to expand. If the situation cannot be recovered , This fund occupies up to 30%, and 30% is a critical line that can never be exceeded. Once this line is reached, we would rather borrow from a brother company, transfer shares at a low price, take a mortgage loan, split and sell it, and absolutely cannot continue to use it. This precipitation payment."

Senior Brother Liu nodded and said, "The ratio is very reasonable, up to 30%. If there is a problem, we should be able to stop the loss and fill it back in time. I have no opinion."

Li Mu said: "Okay, let's do this first. You can communicate with the people in Germany tomorrow, and you can negotiate the purchase contract with Berman. If they agree to our request, you can sign the contract and pay the deposit first to let Berman start production. ."

"Okay, I'll give them a call and let them start right away."

After Brother Liu finished the call, Li Mu asked him again: "By the way, are the management staff of several large daily chemical and grain and oil companies on duty?"

"I will be here on Monday." Brother Liu said, "I had a meeting with them two days ago. The temporary job requirement is to clear the relationship. We are not going to invite these companies to open direct-sale stores on Taobao for the time being. We hope to be able to cooperate with them as the sole agent and distributor of Huaxia Internet, we purchase their products by ourselves, but ask them to give us a certain price advantage, and then give us certain promotional rebates."

Speaking, Brother Liu looked at Li Mu and said seriously: "I know what you think, you want to push a wave of daily necessities and increase everyone's reliance on online shopping, but the unit prices of daily necessities are low, so you can give them to dealers. The profit margin is not as big as that of electronic products, so it is still difficult for you to make a price advantage. Do you have a specific idea now?"

Li Mu has indeed been planning a big promotion in department stores for a long time. From the day of Taobao Brand Day, department store promotion has become a major event in Li Mu's mind.

Previously, through the efforts of Taobao Brand Day and the subsequent media influence, almost all consumers across the country knew that Taobao could buy cheaper electronic products. This was the first label that users put on Taobao.

But Li Mu doesn't want Taobao to be hit to the end like Dangdang's books, or like Suning's electrical appliances, so now he has to put the second and third in the user's heart before the first label is solidified. even more tags.

He wants to make Taobao a large and comprehensive e-commerce website, 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 the target for this promotion: daily necessities, grain, oil and food.

Eight words, including all the most down-to-earth, most essential, and most frequently purchased products for ordinary people, such as chai, rice, oil, salt, sauce, vinegar, tea, beer, beverage, mineral water, clothing, shoes and hats, toilet paper, toothpaste, soap, and washing powder...

In short, they are all products that are closely related to the lives of ordinary people.

Li Mu and Brother Liu gave a detailed introduction to his activity plan this time.

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 greatest degree of freedom in the sales process. If you let P&G complete the activities of 199 minus 100 or 50, 30 on Taobao, P&G will definitely now You will feel that your brain is sick, but it doesn't matter, first talk to P&G about prices and promotional rebates, and then do the full-reduction promotion yourself after negotiating.

However, Li Mu is not ready to really engage in such a brutal promotion as 199 minus 100. There are two ways to do this kind of activity, or cheat, that is, increase the original price and then fully reduce it. In the end, the actual purchase cost of consumers is the same as if they did not do the activity. Almost, this is too pitiful, and playing this kind of routine will definitely make users particularly reject it, so this must be resolutely put an end to it.

If you don't cheat, then the big promotion of 199 minus 100 must wait until your platform becomes a huge sales channel for the company and the platform has a strong right to speak in front of the company before it can be launched, because at that time, it can be launched through extremely strong The right to speak, to pressure enterprises to bear the cost of promotion, but it is basically impossible to oppress enterprises in this way.

Besides, there are basically no e-commerce promotions in Huaxia Internet at the moment. Except for the Taobao brand day, other brands and platforms have not really done large-scale promotions, so in Li Mu's view, let alone 199 minus 100 , even if it is full 199 minus 30 and 50, it can attract a large number of users.

Li Mu's strategy is: generally use the promotion of 199 minus 30 and 50. The specific product to match 30 or 50 should be calculated according to the cost price of this type of product and the company's promotional rebate. In addition, In the form of lottery, a certain amount of coupons for 199 minus 100 activities can be regularly issued to users every day, but the number of coupons is small, and users need to pay attention to the platform at all times, either grab it or draw it.

A small number of event coupons with 199 minus 100 are released according to certain rules and regulations, which will definitely attract a large number of users to pay attention and compete. A laptop priced at 3999 is really worth the money.

Of course, Li Mu is not going to play like Boss Ma with people all over the country as monkeys. His idea is that during the event, at least 100,000 coupons like this will be released every day. A loss of 50 yuan, but for Li Mu, this investment is very necessary, and it must be a real profit in order to really impress consumers.

Before the start of the event, combined with TV media and offline advertising, a wave of promotions was made to make those housewives, middle-aged and middle-aged and elderly groups who do not have access to the Internet but are relatively budget-conscious to realize the benefits of Taobao promotions. For a dime of rice, they don’t hesitate to travel a few more miles. When they encounter such a big promotion, they can buy it without leaving home, and they don’t have to snap up with a group of middle-aged and elderly people. Such a good thing, they will definitely find a way. Get involved.

At that time, for these non-Taobao users, as long as they successfully mobilize their desire to buy, whether they ask their sons, friends, neighbors to help place orders, or learn to use Taobao to place orders, in short, there must be Ways to transfer their money from offline physical stores to Taobao!

It was the first time that Senior Brother Liu heard about the promotion method of full reduction. After careful analysis, he was shocked for a while.

It is also a promotion. Ordinary discount promotion without threshold is the simplest and lowest-end promotion method. For example, any product is 25% off, and any purchase can be discounted. In this case, it can only play a promotional role, and the pulling effect is much smaller.

However, if the routine of full reduction is adopted, it is also a 25% discount for the whole site, but for consumers, they must buy enough 200 yuan to get 50 yuan off. Daily necessities, these daily-use FMCG items are the most likely to stimulate users' hoarding psychology. No one buys five or six TV sets at home, but they store a few buckets of laundry detergent, a few bags of attracting powder, and a few rolls of toilet paper at home. There are too many people, 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 unit price of the customer will increase, the number of customer orders will increase, and the total sales and total sales will also increase, and it will be greatly improved. The only way to promote fast-moving consumer goods on the business platform!

After listening to Li Mu's entire activity strategy, Senior Brother Liu almost made his thighs red, and repeatedly praised: "The strategy of full reduction is too thoughtful! Genius!"

Li Mu waved his hand: "What kind of genius is, the only way to be successful is to be king."

Senior Brother Liu said with a smile: "Don't worry, this promotion strategy is definitely fine, it will definitely work!"

Li Mu said: "Tomorrow, I will convene the new employees for a meeting. I will assign tasks to everyone. You don't have to worry too much about the promotion. I will host it. Your focus is still on logistics."

Senior Brother Liu nodded: "I'll go to Yuzhou in two days and talk to Zongshen and Jialing Motorcycle about the customization of three-wheeled motorcycles."

Li Mu said: "Yes, we must strive for the most preferential price and the most complete after-sales support. In the future, our three-wheeled motorcycles may be running on the road for more than ten hours a day, and the quality must be guaranteed."

"Don't worry." Senior Brother Liu said confidently: "Our demand is so great that we have enough right to speak to them."

Li Mu stretched his back and said, "Okay, I'll talk about the rest at the meeting tomorrow. I'll be here today, I'm tired."

Senior Brother Liu looked at the time, it was not too late at eight o'clock in the evening, so he said to Li Mu, "Would you like to have a late-night snack and two drinks together?"

Li Mu thought for a while: "Drink it tomorrow, you won't leave tomorrow anyway."

"also."

Just after finishing speaking, Senior Brother Liu's cell phone rang. Looking down, Senior Brother Liu said cheerfully, "Hey, Lei Jun's phone."

"Oh?" Li Mu was interested: "Let's take it and see if you have decided to sell Joyo.com."

Senior Brother Liu nodded and smiled and answered the phone.

"Hello, Mr. Ray."

...

"It's me, what's the matter with you?"

...

"Oh? Is it? Have you thought about it?"

...

"That's great!"

...

"It doesn't matter, we'll talk in detail when you come back."

...

"Ok, I'll 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 is interested in joining Taobao. As for Joyo.com, he wants to sell it, but Jinshan and Lenovo do not agree. When he comes back, he will contact the two companies again. Let's touch the top."

"Really?" Li Mu raised his eyebrows excitedly: "Lei Jiao... oh no, has Lei Jun agreed to join Taobao?"

"Yes." Senior Brother Liu nodded and said, "He said that he is currently on a business trip in the south. When he comes back tomorrow, he will first communicate with the senior management about Joyo.com, and then make an appointment to come and talk to you about joining Taobao.com."

Li Mu knew in his heart that, with the current strength and status of the leader Lei, although he is not very rich, he is also a powerful person in the industry. When joining Taobao, he naturally needs to talk about salary and equity issues, so Li Mu said: "That's OK, you Keep in touch with him and set a meeting time with me when the time comes."

Brother Liu said: "He went to the south on business, should it be for Xishanju?"

"Definitely." Li Mu smiled wickedly: "The core team of Xishanju has defected, and it should be a big blow to him."

Brother Liu said: "Lei Jun is a powerful person. It is a good thing for Taobao to have him to run Taobao."

Li Mu didn't know what Senior Brother Liu thought about recruiting Lei Cult Master, but as the most primitive founder and partner, Li Mu still wanted to give him the utmost respect, and said lightly, "Senior Brother Liu, come over Lei Jun, I'm going to let him in. As the COO of Taobao.com, while fully responsible for platform operations, all work will be reported 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 beyond doubt, "Report to you."

After that, Li Mu laughed, stood up and said to Senior Brother Liu, "I'm in a good mood, let's go and have a drink!"

Chapter 853/1972
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Rebirth in a Perfect EraCh.853/1972 [43.26%]