Chapter 850: Boss Ma's Promotional Plan

Li Mu was preparing for a department store promotion, and Boss Ma, who was far away in Hangzhou, chose the same direction as him.

Letao can be called Huaxia Internet's most ill-fated product in 2002, no one.

This product is a shopping platform that Boss Ma asked the team to build as quickly as possible when he realized that Li Mu had seized the 2c business. I can't wait any longer. In order not to let the capital lose confidence, Boss Ma has no choice but to bite the bullet and prepare for the launch again.

This time, Boss Ma is very clear in his heart that he can no longer delay the launch of Letao for any reason. It is imperative to launch in September, and he understands even more that Letao is like a launch vehicle. Once launched , there is only one chance. If you fail, capital cannot give yourself a second chance.

Boss Ma's Le Tao is very much like the Luo Lao, which was developed by South Korea. Due to various reasons, the launch time was constantly delayed, but in the end, it could not escape the fate of the cannonball.

However, Boss Ma didn't think that Le Tao would definitely fail. Instead, he felt that he had a high chance of success this time, because he paid close attention to the level that Li Mu didn't take into account -- the basic level of people's livelihood.

Taobao's brand day is really dazzling, all kinds of electronic products are selling extremely hot, and now Taobao still has a huge transaction volume every day, 70% of which are from electronic products, and the remaining 30% are from c2c. Small seller.

But Boss Ma found a problem. Taobao pays too much attention to electronic products. Most of its recommended placements are given to various electronic products ranging from mango mp3 to Shenzhou whole machine. Electronic products almost dominate the screen on Taobao.

In Boss Ma's view, this is a huge potential flaw in Li Mu's sparseness. At this juncture, it is indeed the most labor-saving to make electronic products. One is that the consumer demand is large, and the other is that selling electronic products online can have a relatively low cost. The big price advantage, and the fact that electronic products are relatively small in size, relatively light in weight, and relatively high in price, will make the logistics pressure of electronic products much lighter.

Boss Ma felt that Li Mu must have enjoyed the sweetness of electronic products, so he seized this point and made great efforts, hoping to make electronic products more thorough, but Boss Ma saw the lack of stamina of electronic products.

In the final analysis, electronic products are not fast-moving consumer goods, and the market needs time to recuperate. If you want to compete with Li Mu in a differentiated way, don't you make electronic products with low consumption frequency and high customer unit price? OK, then I will be a daily necessities with high consumption frequency and low unit price!

Differentiated competition is one of the best ways to survive in front of giants. When auto giants all over the world are constantly merging in various types of models, Tesla's new energy vehicles are a typical example of differentiated competition.

Tesla chose a competitor’s blank area as an entry point to fundamentally differentiate it from the other. Other manufacturers are studying power, fuel consumption, hybrid power, number of transmission gears, and shifting logic, which are closely related to fuel engines. At that time, Tesla abandoned the fuel engine, the gearbox, and the fuel consumption, making its core selling point distinct from its competitors.

The same is true of Boss Ma's thoughts. He is very clear in his heart that the e-commerce that can truly invade the lives of ordinary people is the real e-commerce, so he feels that Li Mu has not found the essence, and the real essence has been seen through by him, that is to do All fast-moving consumer goods that are closely related to ordinary people.

So he held a core-level meeting internally and proposed the core concept of doing a big promotion for daily necessities. His team has long been accustomed to taking him as the absolute core, so he has no opinion on this decision.

After the direction is determined, the implementation plan must be determined immediately. Boss Ma currently has two implementation plans to choose from at a large level.

First: self-operated, like Li Mu, first purchases from enterprises, and then sells and distributes by himself; second, adopts the most down-to-earth C2C model to attract a large number of sellers to settle in and let sellers promote together.

With the current capital situation of Boss Ma, he clearly realized that he could not do self-employment like Li Mu, and could only choose the second way, to do C2C. It is possible to convert small and medium-sized enterprises on Alibaba.com, and let them become Letao sellers and run their own business. Therefore, this time, for the promotion activities launched by Letao, Boss Ma will also use dozens or even hundreds of stores for joint promotion. The model is completely different from Li Mu's self-operated promotion.

After setting the main direction of the implementation plan, the whole plan is refined, for example, the entry point of this promotion is refined.

The scope of daily necessities is too large. With the current strength of Aliba, it is not realistic to store too many activities as soon as it goes online. Therefore, Boss Ma decided to choose two detailed entry points as the core areas of this promotion.

The two entry points for refinement are: daily chemicals and clothing.

Daily chemicals are daily chemicals, ranging from cosmetics to body care, and then from toiletries to washing products. The reason for choosing this category is that there are quite a number of domestic small and medium-sized daily necessities manufacturers on Aliba, and the products of these small and medium-sized manufacturers are Although it is not well-known, the most important thing is that there is a lot of room for price reduction and a high degree of cooperation between enterprises. In Mr. Ma's view, the national consumption of daily chemicals is still very rational. Big brands have great influence, but small brands At least half of the market share, so the products of these small and medium-sized enterprises must be very marketable.

Speaking of clothing, the reason why we choose clothing is because Hangcheng has a very large industry advantage. There are two cities in the country where clothing production enterprises get together, one is Yangcheng and the other is Hangzhou. In the suburbs of Hangzhou, there are a large number of small and medium-sized clothing production enterprises, and there are large-scale clothing OEM enterprises. The idea of ​​getting the moon is to obtain favorable resources nearby.

After the detailed entry point is set, the next step is the specific implementation plan.

Boss Ma hopes that Le Tao will start the promotion of daily chemicals and clothing as soon as it goes online, so he requires his team to establish contact with these small and medium-sized enterprises in advance. Before Le Tao goes online, let them accept cooperation in advance and start preparing for Le Tao Taojian store, before Letao goes online in September, Boss Ma requires at least negotiation with more than 100 stores in advance, and at the same time, a publicity plan must be prepared. Once Letao is launched, it will be invited on platforms such as Taobao and eBay Sellers settled in Letao.

As for the specific plan for the promotion, Boss Ma wants to use the model of discount and free shipping. At present, he has three express companies under his control, and the logistics capacity is sufficient. At that time, the companies participating in the promotion can directly contact him. The courier company cooperates, and its own courier company is responsible for the delivery of the package, so that the freight cost can be reduced to the greatest extent. At that time, the event can be promoted by 20% off 88% or 99% free shipping.

Site-wide discount is currently the main offline promotion method, and free shipping with full amount is another attraction that Boss Ma came up with based on online characteristics. Although the online promotion price is cheap, the postage cost is not low, and it may not really save money. Money, but if the postage is exempted, it will be very attractive to consumers. Once the full amount of free shipping is adopted, it will also invisibly make users have the subconsciousness of "collecting the order". "It's basically the same thing.

After sorting out the entire promotion plan, Boss Ma said to the team members very solemnly: "Our success or failure of Le Tao is here. From now until mid-September, we still have about 20 days to prepare, everyone must To make this work well, please remember that this time we have promised the management, and we must not make any changes to the launch time of Letao!"

The team members nodded one after another, and now the arrow was on the line and had to be posted. For a time, a tense atmosphere quietly spread in the team.

Boss Ma is also very nervous. It is not easy to grab food from Li Mu's mouth, not to mention that he has dug a hole for him once. Once Li Mu realizes his actions, Li Mu will use all his strength to stop and interfere with him. If Le Tao goes online And the promotion plan was exposed. I don't know how Li Mu will respond. Thinking about this problem makes people dizzy.

However, if you think about it optimistically, Boss Ma feels that these two promotional combinations should be enough to bring huge appeal to ordinary people who are budget-conscious.

In his view, the retail industry is an industry that can never be monopolized, and the same is true of the retail industry in the e-commerce field.

The common people are always choosing more convenient and more affordable consumption channels. As long as they launch this event and make users aware of the benefits, users will definitely come.

In the final analysis, users buy products, not stores that sell them. No consumer only goes to Wal-Mart or Carrefour all their lives. The newly opened supermarket in front of the door has activities. Even if it is not famous, but the price is affordable, they will definitely come in to see it. This is your chance.

Once he attracts a large number of consumers in this event, his Letao will definitely be able to gain a firm foothold. In this way, even if Li Mu temporarily turns around and comes back to grab the daily necessities and fight against him, he may not be really afraid of him. After all, he has already been preconceived in the field of daily necessities and has certain advantages and his own user group. No matter how strong Li Mu is, he will not be able to snatch all his users one by one, and then match better follow-up operations. In this way, Letao should be able to stand completely by relying on daily necessities!

However, Boss Ma never expected that although Li Mu did not show any signs of focusing on daily necessities from Taobao, he had already started planning to expand the daily necessities, and his plans were much bigger than his own... …