Chapter 952
Taobao's 929 promotion, the news that the daily sales reached 8.22 billion, has achieved the effect of massacre in all domestic news media.
All the media and everyone are discussing the data of 8.22 billion in an impossible, unbelievable and unimaginable manner. However, none of the media questioned the authenticity of this data, but instead looked for various in-depth and detailed news points , for further supplementary reporting.
In major events, the laws of media coverage are highly uniform, much like the process of creating sketches.
At the beginning, the major media did not have too detailed and in-depth consultation, and some of them were just an overall framework, so as soon as I came up, I first outlined the simple composition of the sketch object, and let the audience know that this time I want to draw a portrait, as for what to draw. Such a person, don't worry, wait for me to deal with the details step by step, build the layers, dark, primary and secondary, and finally show a lifelike portrait in front of you.
With the deepening of media reports, all kinds of supporting evidence of 8.22 billion have surfaced one by one.
The first is that Taobao issued a summary data. In this data, Taobao listed the top ten companies in sales in this 929 promotion. The first company is Procter & Gamble, with a sales volume of 7.6 The second is Kerry Cereals and Oils, with sales of 530 million; the third is Unilever, with sales of 390 million; the fourth is Metersbonwe, with sales 330 million...
Only then did the people of the whole country discover that more than 80% of the 8.22 billion sales were contributed by these well-known companies and their products, and the ins and outs were very clear.
Even so, there are still some people who don't want to believe it, thinking that there is a lot of water in Taobao's 8.22 billion sales.
Then, the first person in charge of the company to stand up appeared.
In an interview with the media, the person in charge of Procter & Gamble Huaxia announced to reporters with great certainty that on the day of the Taobao 929 promotion, P&G's products of various brands received a total of 763.5 million orders on Taobao.
763.5 million, which is more detailed than the 760 million announced by Taobao. This data, which is admitted by the world's top 500 companies, proves that Taobao's external publicity data has no water.
After P&G released its own data, the nation was in an uproar.
Those who questioned the authenticity of Taobao's data all shut up with interest, and the national media and consumers began to happily do math problems.
The TV station said that if the retail price of Shufujia soap is calculated at 3.5 yuan a piece, P&G is equivalent to selling more than 200 million pieces of soap on Taobao in one day...
Netizens began to diverge their thinking,
Some people say that P&G is equivalent to selling more than 30 million bottles of Head & Shoulders a day;
Some people say that P&G is equivalent to selling more than 50 million bottles of Rejoice shampoo a day;
The most interesting thing is that a nasty netizen said that P&G is equivalent to selling 100 million packs of sanitary napkins a day on Taobao, all of which can go around the earth several times after opening one piece.
Subsequently, P&G gave a detailed data. In one day, Shufujia soap did not sell more than 200 million, but it also sold an astonishing 30 million. The real sales champion of P&G is the washing and care combination. More than 3 million sets of family promotion kits were sold in one day, creating sales of more than 200 million yuan.
Coupled with the collocation of other brands, P&G achieved 760 million sales on Taobao in one day.
760 million is nothing for a Fortune 500 company like Procter & Gamble, or even for the Huaxia District, but this kind of additional publicity effect is really hard for them, so they immediately We had a very in-depth interaction with the media, not only disclosed the specific sales data of all P&G brands in one breath, but even the president of their Huaxia region personally came out for interviews and stood for Taobao.
This Frenchman named Laurent.philippe and named Luo Hongfei in China just took over the position of President of P&G China last year. After this Taobao 929 promotion, the reason why he was the first to stand up for Taobao website is because He realized that the attention caused by Taobao's 929 promotion was too high. Any company that performed well in the 929 promotion this time was equivalent to a wasted opportunity to make major headlines. The sooner he stood up, The sooner you can get attention for P&G.
Luo Hongfei has been in the position of President of China Region for a year, but when he was in charge of China Region, the best years of P&G in China have passed. With the entry of other international giants and the continuous rise of Chinese local brands, P&G has Its share in Huaxia has been continuously decreasing.
Luo Hongfei often feels anxious. The rival Unilever has a bigger and bigger presence in China, and gradually has the momentum to catch up with Procter & Gamble. Luo Hongfei is always on guard and does everything possible to fight against it.
Sometimes, as long as Luo Hongfei saw Unilever's commercials on TV, he would feel agitated and uneasy, and the feeling of being chased and beaten in all directions was really uncomfortable.
Now, every business of P&G is under siege in China. For example, P&G has several well-known shampoo brands, such as Head & Shoulders, Rejoice and Pantene. Words, Rejoice once made Rejoice popular in China, but the competitors did not give the P&G family a chance to dominate. Brands such as Lux and Xia Shilian also have a considerable market share in China, and their exposure is also very high, and they are always threatening the dominance of P&G.
What's more, there are many domestic products on the rise recently, such as Yangcheng Haodi, which is advertising everywhere. Although these brands are not a direct threat to the development of P&G, after more, they can also play a threat like the bite of an ant colony. .
The more this is the case, the more Luo Hongfei is looking for new breakthroughs.
And Taobao is a new breakthrough he accidentally caught!
This time, compared with Unilever, P&G showed a more sincere attitude of cooperation, not only gave enough profit concessions, but even launched a cost-effective family set specially for online shoppers. After cooperation, the customized service was launched, which really saves face.
And Li Mu did not disappoint Luo Hongfei. In order to affirm P&G's cooperation attitude and set an example for other brands, Taobao deliberately gave P&G the most display space and the highest exposure. Now, P&G has also got the highest sales. Well, it's enough to set an example for other brands and to convey a fundamental philosophy: the more serious you are to me, the more committed I am to you.
In an interview with reporters, Luo Hongfei said: "We believe that Taobao will have a deeper impact on the daily consumption and life of the Chinese people in the future. Therefore, for a company like P&G that focuses on the production of fast-moving consumer goods, Taobao will definitely become the We are a very important sales channel, so we will continue to cooperate with Taobao. With a precise multi-brand strategy, our sales on Taobao.com exceeded the one billion mark."
In front of the media, Luo Hongfei not only affirmed Taobao, but also boasted about Procter & Gamble. Taking advantage of the popularity of Taobao's 929 promotion, it was equivalent to doing a round of free advertisements worth tens of millions.
In addition, Luo Hongfei also understands very well that through the media for Taobao website, it can further enhance the close cooperation between P&G and Taobao, which is definitely a good way to kill multiple birds with one stone.
Seeing that Luo Hongfei came forward and let Procter & Gamble make a free appearance in major media, other brands could not sit still.
For a time, all the companies in the top ten sequences announced by Taobao.com accepted media interviews and issued statements through the media. While affirming the authenticity of Taobao.com’s data, they also did not forget to promote a wave of their own companies, even those that did not Companies that can rank in the top ten have also paid their own pockets to invite local media for interviews, and have spent money to find a press release company to publish their news posts on the secondary or even tertiary pages of major portal websites.
In short, as soon as Li Mu woke up, the whole society has already set off a wave of "929 popularity".
The news related to Taobao's 929 promotion was so hot that on September 30, the dissemination of other news was almost reduced by half.
At the same time that Taobao's 929 promotion was occupying the news pages of major media, the Yanjing Public Security Bureau sorted out the specific materials of the "Yanjing 9.28 Extraordinary Kidnapping Case" and reported it to the ministries.
In the materials, the Municipal Bureau gave a detailed introduction to the occurrence and detection of the "9.28 Yanjing Extraordinary Kidnapping Case". Naturally, the names and materials of Li Mu and Wei Lan were not hidden in this internal information.
The ministries and commissions in Yanjing didn't even hear about it, and right under their noses, there was a criminal case of such a bad nature. Not only the executives of a company in Yanjing, but also the company Li Mu had a stake in, were kidnapped. Executives, Li Mu is now a topical figure in the news, and anything related to him, especially those involving criminal offenses, is very sensitive.
This time, the kidnappers were not only extremely professional, but also paid the highest ransom in the history of Yanjing City during the process of kidnapping and extortion, 30 million yuan plus 10 million US dollars, equivalent to more than 110 million yuan in total. , which shocked the ministries even more.
What shocked the ministries the most was the whole process of solving the case. This time, Gu Jianghe did not hide anything in the process, and basically everything was written according to the actual situation. Therefore, what the ministries saw was how the Municipal Bureau did. Under the guidance of Li Mu, he solved such a bad case step by step. All of a sudden, Li Mu's weight has been sublimated qualitatively in the ministries...