Chapter 851 The Promotion Plan that Shocked the Audience

In the conference room of Taobao.com, Leader Lei was sitting a bit cramped on Li Mu's left. The front of the long table was Li Mu's seat alone, Leader Lei was on the left, and Senior Brother Liu was on the right.

This situation made Li Mu feel very emotional, two super big cows, one on the left and one on the right, just played the role of the player's left and right hands. This feeling, in his heart, is more than a dark feeling to be able to cover it, it is simply a blossoming flower. . ,

Leader Lei was a little nervous, because it was the first time he participated in the official Taobao meeting, and in his mind, Taobao's platform and team were more than one level stronger than his previous excellence, and he felt as if he was a domestic top player. The coach of club a suddenly had the opportunity to become the assistant coach of Real Madrid Club. For the first time, he sat in the meeting room of Real Madrid's coaching staff and listened to the feeling of the Real Madrid coach conveying the tactical planning.

The content to be discussed at this meeting can be called the most important battle in the next stage of Taobao's development.

For Li Mu, although the leader of Lei is not a member of Taobao from a contract point of view, after reaching an agreement with Li Mu, he is already a member of Taobao. ,trustworthy.

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

When Li Mu said the name of the leader of Lei and his position in Jinshan and Joyo, the other employees present were stunned.

Leader Lei is very famous in the Internet industry. Although he is not as good as Li Mu, a rising star, he is definitely one of the top talents in this industry. What's more, he is not only the CEO of Jinshan, but also an excellent chairman. The status and qualifications are extraordinary, but such a big bull has joined Li Mu's command, which makes everyone realize that the gold content of Taobao's platform has been raised to a higher level because of Lei Jun's joining.

After introducing the leader Lei, Li Mu began to get straight to the point. In front of Senior Brother Liu, the leader Lei, the core operation team, and the professionals who had recently arrived, he narrated his plan for this promotion in detail.

Li Mu first introduced the positioning of the entire promotion: this time, the 100-day promotion is to completely consolidate the foundation of Taobao. Through this activity, all the people will realize that Taobao can penetrate deeply into their lives. , Let them realize that Taobao can replace a considerable part of offline shopping behavior in life, and has greater advantages: such as cheap prices, home delivery, saving time and effort.

If this promotion is successful, it is possible that 10% or more of the daily necessities consumption of urban residents in Huaxia will occur on Taobao. At least 10% cannot be underestimated, because it covers all fast-moving consumer goods. , the user's purchase frequency is extremely high and almost uninterrupted. Once a user develops the inertia of online shopping for daily necessities, most of the user's daily necessities will probably be transferred online in the future.

What this event has to do is to attract the attention of a large number of urban residents and convert as many of them into online shopping groups as possible.

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

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

Li Mu's ambition was much bigger than that of Boss Ma. He wrote a large section on the blackboard, and while writing, he said: "This time our promotion activities are divided into business groups, the first is the grain, oil and food group, and the second is the commonly used food group. Department Stores, Daily Chemicals, and Clothing, Shoes and Hats.”

There are a total of four major categories, each of which Li Mu hopes to be able to do well, so he put forward a very solemn request: "The four business groups must fully coordinate all relevant enterprises that can be coordinated,

I believe that with the current influence of Taobao and our performance in the previous brand day, relevant companies will not refuse our cooperation, but there is a principle for the choice of partners: all companies participating in the event must be strictly reviewed and must be Through the industry certification in their respective fields, the company has a good reputation and the quality of the products is credible and reliable. "

Everyone nodded, product quality is the top priority, everyone knows 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 the self-operated model, namely: we purchase, sell and Self-distribution, manufacturers only need to supply us.”

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

"The second is to determine the price. Since we are already an online dealer, then we require companies to give us lower prices than other offline channels to match our promotional activities. They have two options, one is to directly reduce the supply. Price, and another is to give us a certain promotion rebate, and tell them Taobao's attitude: the greater the price advantage of the supplier, the more promotion resources we will give, and vice versa, if there is no price concession, we will refuse to cooperate. "

"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, six delivery warehouses across the country, and the distribution volume of each warehouse. We will calculate and formulate the demand in a unified way, and the supplier can supply it in advance according to the demand.”

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

"All companies participating in our promotion will receive at least one first screen r promotion on Taobao.com's homepage, and at least two channel page r and text promotions in the next year, with the highest sales in the same category. , will get yy nationwide pop-up promotion once."

Li Mu has high requirements for promotional companies. He not only has requirements on their own strength, but also requires them to cooperate with their own promotional activities to the greatest extent possible. Because of the many requirements, Li Mu has also formulated more preferential strategies for them, not only To speed up the settlement, there are also very tempting conditions such as whoever makes more profits will get more resources, and whoever cooperates with a high degree of cooperation will get more resources.

For medium and large enterprises, their vision is more long-term. Rather than boosting sales in a short period of time, they hope to increase the exposure of the brand and increase the audience of the brand. Only in this way can the growth line of sales be achieved. Can be pulled higher and longer.

Taobao's promotional activities, for the enterprise side, originally represented the joint participation of Taobao.com and Muye Technology, and the exposure of the activities will undoubtedly be very high. Being able to catch this express train will enhance the brand awareness. has a great promotion effect.

Take a look at the Smartda repeater that shined on the brand day last time. After a promotion on the brand day, the sales volume has now surpassed that of BBK, becoming the No. 1 in the industry. , just looking at the growth of its brand influence, the advertising budget of tens of millions may not be able to achieve this effect.

Therefore, Li Mu firmly believes that after giving these preferential policies, the enthusiasm of enterprises to participate will be greatly improved, and the enterprises will try their best to cooperate closely with Taobao.

Thinking of this, Li Mu added: "By the way, you have to inform the companies you are in contact with, before the end of August, you must give me a product quotation, and you must indicate the current terminal retail price of the product, channel distribution price and the price for us. Price, we will allocate resources in advance according to the price gap they give.”

Half of the people present were dug up by Liu Qidong from major production companies. After listening to what Li Mu said, their keen professional sense immediately realized that this promotional event would definitely bring great attraction to the company. Promotional activities, I am afraid that we can really get unprecedented ultra-low quotations from various companies, so they are full of confidence and eager to try.

Then, Li Mu talked about the most crucial part of this promotion: the plan!

Promotion promotion, how to promote promotion, how to promote promotion? That's the most important question.

In front of everyone, Li Mu explained his promotion strategy in detail: full reduction.

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

First of all, for the three major categories except clothing, shoes and hats, he decided to set up multiple full-reduction gears, such as: full 99-20, full 199-50, full 399-120, full 499 minus 180, these four gears The discounts are about: 20% off, 25% off, 30% off, and 65% off.

For special commodities, such as clothing with high profit and high unit price, the three grades of 500-200, 1000-500 and 3000-1800 are directly used.

Seeing that the threshold is a bit high, but Li Mu also explained the reason why he did this: Considering that it is now autumn, and summer clothing has basically been off the shelves, everyone has begun to buy autumn clothing, and now it is a long-sleeved T-shirt with a little brand name. The price is also more than 70 yuan, and a coat should start at at least 200 yuan, so choose a little two or three pieces to match, 500 will be enough, if you can't get enough 500, 1000, 3000, it doesn't matter, people are intelligent animals, He is the best at finding solutions. Isn't that how you get together and put together orders?

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

Once a user starts looking for someone to make orders, they will not only buy more, but also bring at least one indirect online shopping user to Taobao. The indirect online shopping user may not have Alipay or a Taobao account, but it doesn't matter, as long as he experiences With the advantage of one online shopping, he is much more likely to become a direct online shopping user, which in itself is a powerful magic weapon for quickly attracting new users.

Moreover, Li Mu believes that clothing companies will definitely cooperate, because even if it is sold at a 50% discount, it is only the same as the price they distribute to specialty stores, so for them, a 50% discount is already very profitable, and even more What's more, you can take advantage of the situation to play a wave of advertisements, which is the most important place!

After saying this, Li Mu deliberately pointed out one point: "All full discounts are implemented in the form of coupons. In addition to giving one coupon to all users at one time, the above coupons for full discount will also be given unlimited free to all users. To receive, the reason why coupons need to be issued instead of full discounts is to let the coupons give them a psychological suggestion that they will feel uncomfortable when they don’t use them, and force them to use these coupons as much as possible.”

When he said this, Li Mu inadvertently discovered that everyone present, including Senior Brother Liu and Leader Lei, looked at him with dumbfounded expressions, each with a more surprised look and a more shocked expression.

At this time, Li Mu couldn't imagine what a huge psychological impact this whole set of sales promotion strategy had on them...

The son did not sing and said that the second one will be delivered, sorry for the lateness! There is no one for an office worker to work hard like this. Selling and selling pitifully asks for a wave of monthly passes. It is almost the end of the month. Please support me!