Chapter 923 The only Possible Way Out

Taobao 929 promotion, compared with Letao 929 promotion, is indeed crushing in all aspects.

Since the launch of Taobao's advertisements, the number of visitors to Taobao has increased by millions, the number of registered users has increased by nearly one million, and the registration conversion rate of visitors has exceeded 20%.

With such a high conversion rate, a considerable part of the visiting users who are already Taobao users has to be removed, so it seems that the registration conversion rate of Taobao 929 promotional advertisements this time exceeds 50%.

The reason why there is such a high conversion rate is that after all Taobao's promotional details are launched, all kinds of well-known brand discounts are clear at a glance, and there are also ways to grab and draw all kinds of large discount coupons, which are attractive to users. Very big.

Background data shows that among registered users of Taobao under the age of 30, the most viewed product category on the promotion page is clothing, because a large number of famous brands that are very popular among young people in China have given the real five in this Taobao promotion. discount, which is indeed a huge draw.

Taobao registered users over the age of 30 pay the most attention to daily necessities and diesel, rice, oil and salt.

It can be said that Taobao has exhausted its efforts to target these users this time. It can be said that all the daily necessities, diesel, rice, oil and salt products launched by Taobao this time have made its audience users have a strong desire to buy, because the price is really high. Cost-effective, more cost-effective than the price users buy in any other channel!

With its powerful, complete and attractive promotions, Taobao has attracted the attention of a large number of users, and at the same time, it has shocked all the companies participating in this event with amazing data.

Taobao did not take pre-sale this time, so there is no direct data to estimate sales, but the number of users who have added to the shopping cart and the number of favorite users can still intuitively reflect the approximate sales of a product during future events.

For example: a shampoo brand owned by Procter & Gamble launched a very discounted family kit combination at this event, a 1500ml large bottle of shampoo plus a 1500ml large bottle of conditioner, and an additional set of 200ml. The small travel-size bottle comes with a complimentary towel with the brand's logo.

Originally, the price is more favorable than the shopping mall, and there are three more gifts than the shopping mall. At the same time, it also supports coupons of 199-50 on this basis. Many users over the age of 30 who have never experienced online promotions are really excited about this promotion. , In 12 hours, more than one million users added this set to their shopping cart or collection.

More than one million people added to the shopping cart or collection in 12 hours. Although it is impossible to multiply this basis by 16 in 8 days, it is always no problem to multiply by five. In that case, it will be five million sets, even if The final conversion rate is only half,

It is also 2.5 million sets! For companies, this statistic is simply shocking and ecstatic.

This time, Li Mu hopes to rely on this round of activities to completely open up the situation of e-commerce, not only to make netizens accustomed to buying electronic products online, but also to make netizens accustomed to buying all other daily needs online, so as to induce them to develop The consumption habits of online shopping, and in order to achieve this goal, it is necessary to achieve a large proportion of price promotions in the products themselves.

Small profits but quick turnover is the most typical business rule in the field of e-commerce. Platforms like JD.com can promote the sales of fast-moving consumer goods in a perverted manner. Looking at its foreground data, you can guess a general idea.

For example, when searching for shampoo on JD.com, there are more than 760,000 reviews for a series of shampoo and conditioner under the brand of Ting. There are five products in this series, and the unit price is 65.9 yuan. Assuming that the purchase review ratio of JD.com users is 5:1, which means that behind the 760,000 reviews, there are at least 3.8 million purchases! And since most users are not used to comments, this percentage may be higher.

3.8 million purchases, the unit price is 65.9 yuan, the sales of this series of products on JD.com is 250 million yuan!

In the same way, there are more than 780,000 single product reviews for the iPhone 6S on JD. The pricing of each capacity is different. Assuming that the average transaction price is 5,500 yuan, then JD.com sold iPhone 6S phones worth 21.45 billion!

Taking a step back, if the higher the price of the product, the higher the enthusiasm of user reviews, assuming that the purchase review ratio of Apple mobile phones is 2.5:1, then JD.com has sold at least more than 10 billion yuan of iPhone6S!

Just one product has sold tens of billions of dollars! And it's self-employed! Such a platform is simply a perverted existence, it will make all enterprises pay special attention to it, and the right to speak is naturally extremely strong. And, even though it has been losing money on paper, its valuation is extremely high.

What Li Mu wants is to establish Taobao's abnormal image in front of all enterprises through this event. As long as this time is successful, all enterprises will become Taobao's most loyal suppliers and partners in the future.

At that time, they not only wanted to give Taobao more preferential conditions and a longer account period, but also gave Taobao more customized services. Maybe in the future, every brand under P&G will launch a special Taobao package for Taobao, maybe Many mobile phone manufacturers are also willing to launch Taobao-specific mobile phones, which can greatly enhance the Taobao platform and brand awareness.

In the past 12 hours, Taobao has not only allowed netizens across the country to enter the rhythm of online shopping spree and crazy shopping, but also made all the brands participating in this promotion excited. big.

But the past 12 hours of Le Tao have been really miserable.

The promotion data of the street to death has caused Boss Ma and the entire Letao team to fall into deep despair.

No matter at any time, the data will not lie. If it goes on like this, there will be 13,000 registered users in 12 hours, 26,000 a day, 30,000 a day if you are optimistic, and a total of 240,000 in eight days...

If the promotion cost of more than 16 million is dropped, and there are only 240,000 registered users, this will definitely become the biggest joke and the most failed promotion case in the Internet industry since its birth.

No platform, any product, the cost of acquiring users will not be so high.

If there are really only 240,000 registered users, how many users can actually generate consumption behavior when it comes to promotion? Even if it is more optimistic, 50% of users will place orders by then, and the average unit price is 100 yuan, so the sales of the entire promotion will only be 12 million...

This statistic is simply unbelievable!

On the one hand, Li Mu took eBay to invest in PayPal together. The three-way joint venture PayPal was immediately favored by the United States, and the valuations of the three companies rose rapidly because of this cooperation;

On the one hand, Boss Ma brought Aliba, Amazon, and Dangdang. The three parties jointly organized a Le Tao and a promotion. The advertising budget alone was more than 16 million, and the total sales of the final promotion. Only 12 million! Moreover, the total sales of 12 million is almost without profit. Including the manpower and material resources invested, this promotional activity will cause Letao to lose more than 20 million...

If these two situations are compared together, Boss Ma almost wants to cut a crack in the ground and get in.

Yang William is also very embarrassed, what should I do? Amazon also wants to use Letao to enter the Huaxia market. Looking at it now, just after taking the first step in Huaxia, they stepped on the trap under Li Mubu. The loss of money doesn't matter, but considering that this will affect the entire Amazon's strategic planning in China. The indirect loss is still huge.

But he can't do anything about it. At the moment, Le Tao is almost being beaten by Taobao in the arena. He fights in the upper three and the lower three. There is no referee in the arena. Who can save Le Tao from the fire and water at this time? ?

In despair, Boss Ma burst out with resentment, and said to everyone in the conference room extremely seriously: "We can't continue to sit still! The entire promotion that was scheduled before now seems to be almost abolished by Muye Technology. We must Find another way!"

Lu Zhaoxi said: "If this is the case, instead of spending so much money on promotion, we might as well just put the money on users. We convert users through the media, but Li Mu is so messed up that the cost of acquiring a registered user exceeds 75%. Yuan, wouldn’t it be better if we changed our thinking and gave the money directly to the user?”

Having said that, Lu Zhaoxi added: "If we can give each registered user a 20 yuan cash discount, the number of registered users will definitely increase! It's much better than exchanging 75 yuan for a registered user!"

Boss Ma asked him: "Do you mean that the money is directly given to the user? Let the user spend freely? Is there a threshold for use?"

Lu Zhaoxi said: "The threshold for use must be set, otherwise once a loophole that can be directly exploited is opened, I am afraid that it will not be able to accept it. We might as well use Taobao to issue coupons. They do not have several full discounts. Is it the stall of the coupon? Then we will simply send each user a coupon with a full 99 minus 20, which can be used on the basis of 20% off the whole site.”

Cai Chongxin said: "Old Lu, don't forget, even if we temporarily change our thinking and increase the promotion, the news that we will increase the promotion still needs to be delivered by the media. 50, users can't receive this news at all, so our promotion cost can't be saved."

Lu Zhaoxi smacked his lips.

My emotions are a little excited and my thoughts are a little one-sided. I just thought that instead of spending 75 yuan to change a registered user, it would be better to directly subsidize users with money, but I neglected that no matter what promotion strategy Le Tao changes, it must rely on the media for information delivery. , Therefore, it is impossible to save money on promotion. The only thing that can be done now is to find a way to increase the conversion rate of promotion.

The audience was contemplating, and Boss Ma also frowned and said nothing.

It now appears that there are three ways to increase the conversion rate of promotion.

The first method: also hire first-line stars to advertise, but it is definitely too late, and the promotion time of 929 cannot be changed. At this time, go to stars, negotiate prices, shoot commercials, post-production, and wait for the commercials to be ready. month;

The second method: Go the Taobao way and find a lot of famous brands to join. The brands of Letao’s event have been thrown out of hundreds of streets by Taobao in terms of quantity, quality and popularity. If you can find a way to strengthen the brand Attractiveness can also increase conversions. But the question arises again, who should I go to work with at this time? Taobao is eyeing the tiger, and big brands will not take the risk of offending Taobao to cooperate with Letao, so this road is difficult to go through;

The third method: increase the promotion efforts! Taobao is not a full discount of various stalls, are there any coupons full of 199-198 that can be grabbed? Nale Tao also launched additional coupons to attract users' attention with real discounts.

Right now, only the third option looks like the only possible way out, but the problem remains.

Once it decides to give additional discounts to users, it means that Letao has to bear the cost of additional discounts. If it attracts many users, it will be a huge expense. The original profit margin is very low. If the extra amount is 99-20 yuan, basically, for every 99 yuan product purchased by the user, Letao himself has to post at least 15 yuan or more.

Boss Ma is not afraid to lose some money to earn and shout, but he is afraid that he will deviate from the rhythm. At present, the Internet industry has not really entered the stage of burning money, but Li Mu pushed Boss Ma to the point where he must burn money to save the room. Boss Ma is very worried. What he is worried about is that once this unhealthy competition model is activated, what if Taobao follows up with all its strength?

What if Taobao is willing to lose 30 million to fight with himself after he decides to lose 10 million to earn money?

I don't have much cash in my hand, but Li Mu has at least billions of dollars in deposits from Taobao!

If you work with Li Mu like this, once your money can't keep up, you will fall short...

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