Chapter 949
September 30th at midnight.
After a full 24-hour promotion, Taobao's final single-day sales was fixed at 8.22 billion yuan.
8.22 billion, for the Internet industry, is definitely a number with horror everywhere!
More than 10 million users have placed orders, and the average consumption of a single user has exceeded 800 yuan, which is another incredible figure.
When zero o'clock arrived, the entire Taobao website was completely boiling. All the employees who had fought so far were celebrating this huge victory. Even Li Mu, who had always been calm, was stunned by this number.
There is no data in Li Mu's mind that can reflect the spending power of Chinese consumers in 2002, but his Taobao.com, with a mature form that surpassed history and countless times of all competitors, successfully stimulated a nationwide online shopping boom in 2002.
During the whole event, what Taobao brings to consumers across the country are real discounts, whether it is diesel, rice, oil and salt, daily chemical clothing, or even office stationery, all event commodities are unprecedented discounts.
It can be said that Li Mu successfully overdrafted the needs of millions of users in daily necessities for several months in one day.
Fortunately, there are more than one billion people and hundreds of millions of urban populations in the country. This part of their overdraft will not have a huge impact on the demand of the entire urban population for daily necessities.
Also at midnight, YY.com announced the sales data of Taobao.com's 929 promotion to netizens across the country, and the whole network was shocked!
Not only netizens, but also editors of other websites, reporters and staff of major media could not believe it!
Although it is 12:00 in the morning, there is still a huge upsurge of discussion on the Internet. Almost every news about the 8.22 billion sales of Taobao's 929 promotion, there are countless netizens discussing:
"Taobao's sales of 8.22 billion a day?! Is it possible to be so high?!"
"Is it too much water? It's still 8.22 billion, why don't you say 10 billion?"
"8.22 billion? How many things did Taobao sell?"
"A website that sells 8.22 billion items a day! What else can I say other than perverts?"
Many netizens also said:
"Is 8.22 billion a lot? Our family bought more than 3,000 yuan on Taobao today."
"I placed eight orders today, four for my own house and four for my neighbors, just wait for the delivery!"
"My mom bought back a year's worth of laundry detergent and shampoo! Support Taobao!"
"Online shopping is so convenient, as long as it is something that can be bought online, I will not go to the physical store!"
Li Mu rationally analyzed several reasons why this big promotion can achieve such high sales:
First, the scale of publicity is huge. The lineup of 18 stars in corporate publicity in recent years can be said to be unprecedented;
Second, the discounts are strong enough. Taobao.com has cooperated with so many well-known daily necessities companies to launch preferential plans that consumers have never seen before, and consumers naturally flock to them;
Third, the promotion model is novel, and various promotion methods of full and discount coupons allow users to keep making up orders. A considerable part of the 8.22 billion sales actually belongs to consumers' over-purchasing behavior;
Fourth, the competition is weak, and Le Tao’s event has been completely smashed. Basically, it is doomed to be launched on Bianpu Street, and several other e-commerce platforms have not even dared to follow up, let alone competition. , Taobao is completely in a detached state of being alone and seeking defeat;
The great success of this promotion is very important for Taobao's next development. What Li Mu cares about is not how amazing the single figure of 8.22 billion is, what he cares about is that through the influence of this promotion, the " "Online shopping", a new form of consumption, is truly embedded in consumers' daily life.
How many consumers can take this opportunity to learn about online shopping and become online shoppers;
How many online shoppers are able to become in-depth online shoppers through this promotion;
More new users and more deep users,
It is the key indicator to improve the overall volume of Taobao, so for Li Mu, the real significance of this promotion lies in these two points.
...
Just when Taobao was celebrating the big victory and the whole network was discussing with enthusiasm, Boss Ma, who was far away in Hangzhou, was extremely frustrated.
In the past 24 hours, the total sales of Letao.com was only a measly 18 million.
Behind this 18 million is the joint collaboration of several companies and the backing of the publicity budget of more than 16 million. The overall investment in the event alone has exceeded 20 million, and the result is that the sales volume has not been overall. The amount of investment is high, and it simply fails to the extreme.
Boss Ma was looking at the news of Taobao's daily sales of 8.22 billion, and then looking at the data of his own platform's 18 million sales, the whole person was extremely depressed, this time, he kept repeating two words in his heart: "Failed! Lost!"
Really lost!
From the very beginning, he was pressed and beaten by Li Mu, which was like indiscriminate bombing, so that Boss Ma had no chance to catch his breath.
In addition, Sun Zhengyi and Amazon gave up on the battlefield, which made Boss Ma fall into a situation of helplessness. He also knew very well that this time Letao was defeated, and neither of these two companies would give Letao another penny in the future. invest.
The most painful thing for Boss Ma is that he has no idea what to do next.
When everyone was extremely depressed, Boss Ma silently returned to his office, slumped down on the office chair, and thought about his next step.
When Letao was founded, Softbank and Amazon each invested a sum of money. Although the actual investment was only a part of the promised investment, the scale of funds actually lying on the Letao account was also more than 10 million US dollars. The next few million dollars are all Letao's current possessions.
Right now, Boss Ma has two choices: either give up Letao, the shareholders start liquidation, and finally everyone divides the remaining money in the account, and the company declares bankruptcy; or, hold on to these millions of dollars and insist on finding someone else. Opportunity, when the money is spent, the company is completely over.
For Boss Ma, the first choice is what he is absolutely unwilling to do, but if the two investors decide to do so, then he can only obey the requirements of the investors.
As for the second choice, Boss Ma is also hesitant. If SoftBank and Amazon are not ready to liquidate, then these millions of dollars may be their last fight in the 2C retail industry.
From the bottom of his heart, Boss Ma still hopes to continue to persevere. He is a person who refuses to admit defeat, and has a natural hatred for those who have defeated him. Li Mu's several face slaps have made him in the In his heart, he positioned Li Mu as a lifetime enemy. If he completely accepted defeat at this time, he would probably lose the chance to defeat Li Mu in his entire life.
However, Boss Ma is also very clear in his heart that Li Mu has grown to such a scale now that even if he fights again, it will be difficult for him to find an entry point to compete with Li Mu. .
Just as Boss Ma sighed and sighed, Lu Zhaoxi knocked on the door and came in. Seeing Boss Ma with a sullen face, he sighed and said, "Mr. Ma, I just thought about the next step of Le Tao, and I want to talk to you about the next step. Touch it."
Boss Ma nodded lightly: "Sit down and talk."
Lu Zhaoxi sat down in front of Boss Ma and said, "I think we chose the wrong direction from the beginning."
Boss Ma couldn't help frowning: "Zhaoxi, how do you say this?"
Lu Zhaoxi said: "2C business is the core of the e-commerce retail side, there is no doubt about this, but we should not have seen Taobao's brand day doing well, and we couldn't help but deviate from the route."
Having said this, Lu Zhao was pleased to see Boss Ma's solemn expression, and explained: "Mr. Ma, what we are doing now is more like B2C than C2C. B2C is what Li Mu is best at, whether it is brand day or 929 promotion, The core of his success is the in-depth cooperation with brand enterprises, which we are extremely lacking. That is to say, if we continue to work against Taobao in the B2C field, Li Mu will always form a holistic crush on us. Why don't we shy away from his edge and choose a C2C field that he doesn't take very seriously?"
Boss Ma was silent for a moment: "You mean to give up B2C completely and become a C2C platform only for small and medium-sized sellers?"
Lu Zhaoxi nodded and said, "That's right! Think about it, most of Taobao's energy is on brand companies, but I believe that most Chinese consumers will tend to Choose small or unbranded products, especially clothing.”
"In the Sijiqing wholesale market in Hangzhou, millions of garments are traded every day. These garments flow from various small garment enterprises in Hangzhou to the Sijiqing wholesale market, and then from Sijiqing to clothing stores across the country. , This batch of clothing accounts for a larger proportion of the entire clothing consumption. There are no less than tens of millions of small and medium-sized clothing stores across the country. Each store owner is a potential small and medium-sized seller. They have supply sources and physical stores. But the physical store can only cover the small area where he is located. If they open an online store in Letao, they will have the opportunity to cover the whole country, and there is no extra cost to open an online store. A computer is enough, He Leer Why not?"
Boss Ma thought very seriously about what Lu Zhaoxi said, and his eyes lit up!
What Lu Zhaoxi said makes sense. Taobao wins in close cooperation with brand companies, and he is fascinated by himself. If he chooses to fight against Li Mu at the level he is best at, he is doomed to fail.
However, aside from the brand, in fact, non-brand mid-to-low-end products are a larger market. If the owners of small and medium-sized clothing stores across the country can be transformed into Letao shopkeepers, it will also be the same for Letao. A whole new development opportunity.
Even if Letao develops into Sijiqing in the field of e-commerce, it is much clearer and clearer than its current position, and it also has a better chance of winning.
Immediately, Boss Ma immediately cheered up and asked Lu Zhaoxi: "What you said is a good idea, but the first thing is to quickly investigate the situation of small and medium-sized sellers on Taobao. Taobao has many users and large traffic. Even if you do not actively support small and medium-sized sellers, the small and medium-sized sellers themselves should have a certain profit margin. Let’s take a look at the development of small and medium-sized sellers on Taobao. They are also opening stores on Letao.com. For them, there is no additional cost to open stores on both sides, and it can increase an income, so why not do it?”
Lu Zhaoxi nodded: "I will immediately start investigating the specific situation of Taobao's small and medium-sized sellers, and issue a detailed investigation report as soon as possible."
Boss Ma waved his hand and said, "It's not at this moment, everyone is tired today, and it's getting late. In my opinion, everyone should go home from get off work first, and have a good rest..."