Chapter 964 Li Mu's Countermeasures
Li Mu hurried to Taobao. About 80% of the employees had already taken a holiday, and the rest were mostly technicians to ensure normal visits and orders on Taobao throughout the National Day holiday.
Leader Lei and Senior Brother Liu are both workaholics. The two of them are no less devoted to their work than Li Mu, so the first day of the National Day holiday is the same as a normal working day, and there is no slack at all. It is precisely because of their dedication to work. With a high degree of conscientiousness and responsibility, in order to know Le Tao's every move like the back of the hand.
Li Mu came to the company, and the two immediately plunged into Li Mu's office together. After the two introduced the situation for more than ten minutes, Li Mu frowned.
The situation is indeed a bit confusing. C2C sellers are originally countless sellers all over the country. To put it bluntly, the owner of each online store is an ordinary individual user. Taobao, as an enterprise, communicates with these individual users and The interaction is very unequal. It seems that the platform is in an absolute dominant position, but Li Mu knows that in actual operation, the platform should not be too tough, otherwise it will easily cause resistance in the user's heart.
Therefore, this first denies a solution: Taobao sellers must not be forced to operate across platforms. What the platform wants to create for these individual sellers is a good atmosphere of free operation. Once the platform imposes power on the basis of free operation, it must be It will be rejected by users. If it is said that in order to crack down on counterfeiting, Li Mu is willing to let the platform show its power, but this situation cannot be dealt with forcefully.
What's more, an individual seller is a free individual. It's useless if you explicitly restrict him from being allowed to open a shop in Letao. If he changes the name of the online shop, he can still open a prosperous business in Letao. This kind of thing cannot be enforced by regulations at all. limited.
The only thing that Li Mu is happy about is that the leader Lei and Senior Brother Liu have the same opinion on this point as he does. Everyone is not willing to ruin their platform atmosphere and create a relationship between the platform and sellers because of a little threat from Le Tao. balance is broken.
But here comes the problem again.
The conditions of Letao are indeed very rich for these small and medium-sized sellers who open online stores at no cost. If they are not restricted, a large number of Taobao sellers will definitely open stores in Letao at the same time in the future. Trying to lure users from Taobao to place an order on Letao is likely to plant a huge time bomb on Taobao.
There was no good way for the three of them for a while.
Brother Liu frowned and said worriedly: "Le Tao is obviously the last fight. If they seize the opportunity to gain a firm foothold, it is very likely that they will be forced to find a way out. Now we feel strong. There is no place to use it, it's like hitting cotton with a heavy punch, it's too hot!"
Leader Lei smacked his lips and said, "I think the most important thing is that if Le Tao can revitalize the situation at this point, the game we set up for them will probably be useless."
A word to wake up the dreamer.
Li Mu suddenly woke up and blurted out: "Yeah! Our ultimate goal is to block Letao in all directions, leaving only the path of fake goods for them to go. If we let them revitalize the entire C2C this time, all the The layout just doesn't make sense."
Li Mu knew very well in his heart that if he wanted to kill Le Tao through the legislation of selling fake products through e-commerce, he had to force Le Tao to sell fake products. If you let him go out, he will go back to the old way of Taobao. Even if the sale of counterfeit legislation is made, at most he will rectify it, and it will not hurt the root.
The three exchanged glances with each other, no one had a better way.
Master Lei sighed and said, "We have tens of thousands of individual sellers, and it's really hard to control them."
Brother Liu said: "Otherwise we will fight the subsidy war like Letao. Isn't he subsidizing 5%? We subsidize 8%, or even 10%."
"It doesn't make sense." Li Mu immediately waved his hand: "The subsidy is only one aspect. If we offer a higher subsidy than him, we can only ensure that our sellers do not dig our users.
But we can't stop our sellers from opening stores on Letao, and sellers are not obliged to operate on only one platform. "
If everyone competes to burn money to subsidize users, Li Mu is willing to take this rhythm, just like the money-burning battle between Didi and Kuaidi. After all, for any product, users are the most important The key point is that users are exclusive. The reason why Didi and Kuaidi have been burning money is because no one dares to relax. Once any party relaxes and cannot keep up, all users will flood. into the competitor's product.
But if the competition burns money to subsidize the sellers, Li Mu thinks it doesn't make much sense, because the sellers, like the taxi drivers who took orders in Didi and Kuaidi, always pursue the best interests, so they are not exclusive at all. The two companies are crazy. When burning money, most taxi drivers use Didi and Kuaidi to take orders at the same time. In this case, even competing to subsidize drivers will not have any effect.
Li Mu held his chin, pondered for a long time, and said, "I think what we need to do now is to bring the focus of competition from sellers back to users."
The two looked at Li Mu: "How do you say this?"
Li Mu said: "It's very simple, first of all, let's not think about how to prevent sellers from opening stores on Letao, but let our sellers realize Taobao's huge user traffic and huge profit margins, let them understand the importance of platform users, And the importance of platform credit, to put it bluntly, is to let the seller realize the extraordinary development potential of Taobao, and attract him to focus all his attention on how to manage his own Taobao store well.”
With that said, Li Mu further explained: "First of all, starting from today, we will put advertisements on the whole network, and we will put vertical advertisements directly on products. This batch of advertisements does not promote the products of cooperative enterprises, but only promotes the products of ordinary sellers. Users on the entire network can directly see the product advertisements and click directly to the product details page, using this method to increase the transaction volume of the 2C business, so that all small and medium-sized sellers can see the huge strength of Taobao in the 2C business."
Lei Cult Master said: "That is to say, we are going to start C2C now?"
"That's right." Li Mu said, "We want to send a message to all small and medium-sized sellers through a large-scale promotion: Taobao's efforts to develop C2C will be a once-in-a-lifetime opportunity for every small and medium-sized seller."
Brother Liu asked Li Mu, "You said just now that we want to put vertical advertising. How are you going to do this?"
Li Mu said: "For vertical advertising, we need to negotiate cooperation with all current domestic websites with a certain traffic base, and buy out a floating window advertisement for a long time. This floating window advertisement will present the patterns and information of 4-8 kinds of products to users at the same time. , after the user sees it, if they directly click on any of the product information, they will directly jump to the details page of the product."
Senior Brother Liu sighed: "Then this promotion is really too strong, and you said that it is only allocated to small and medium-sized sellers. With so many small and medium-sized sellers, how can we allocate them reasonably?"
Li Mu said with a smile: "This is another key point I just said. From now on, we must make our small and medium-sized sellers constantly aware of Taobao's huge profit potential, and let them focus all their energy on how to manage their own business well. The Taobao store comes up, so they naturally don't have the energy to run other platforms. Even if he opens a store on other platforms, he won't invest energy to take care of it, because all his energy is on Taobao. "
After speaking, Li Mu added: "I have two thoughts on this point: one is vertical advertising, how to allocate our vertical advertising? It is very simple, it is allocated to high ranking, high recent activity, high traffic, and transaction volume. For stores with high or even high user inquiries, develop a set of algorithms and create a weight calculation system. For those stores with high weight indicators recently, our algorithm will automatically push the products with the highest sales in their stores to our vertical advertisements. Direct violence to him."
"For example, if Wang Moumou has a shop selling women's clothing on our Taobao, in the recent period of time, he has been operating his own shop with all his heart, and many new products have been put on the shelves within a unit time, which has attracted the attention of many users. , consulting or even placing an order, and users generally have a high evaluation and a low complaint rate, then his overall weight will be at a relatively high level, and he is a potential object of our support."
"It just so happens that there is a women's knitted sweater that sells the most in his store, which also proves that this knitted sweater itself is the product with the highest conversion rate in his store, so we will directly import traffic into this knitted sweater. The conversion rate of traffic can naturally be guaranteed. For Wang himself, we divert traffic across the entire network, which is likely to bring him tens of thousands or hundreds of thousands of visits and tens of thousands of consultations within a day. , Thousands of transactions, if a piece of 50 yuan, we can bring him more than 100,000 yuan in transaction volume a day, so he will naturally regard Taobao as his most important business object, other platforms The temptation for him is naturally much weaker."
"Once we start to use resources to push products on the whole network, our daily display exposure will probably reach more than 10 million times, and we will be able to benefit a large number of Taobao sellers every day. At that time, we will tell sellers a few key points that affect the weight, as long as we do not It’s OK to tell them the specific algorithm. As more and more Taobao sellers are benefited, other sellers will naturally flock to them and try their best to improve their various weights. At that time, they will naturally have no time to take care of Le Tao. "
The two were silent for a while, and after they figured out a few key points, they nodded and said: "This method is very good, if we let all Taobao sellers realize the huge revenue potential of our platform, they will definitely work hard on our platform. ."
Li Mu said: "Support is only one point, there is another more important."
The two asked at the same time, "What is it?"
Li Mu said: "Traffic support is a temporary benefit, not a long-term solution. Therefore, we have to give our small and medium-sized sellers a clear ascending ladder, a long-term ascending ladder."
After speaking, Li Mu continued: "In the future, whether it is external traffic on Taobao or internal traffic, more resources will be given to high-level sellers, so that sellers can clearly know that the higher the level of sellers on Taobao, the more resources they can get. The more resources they get, the more money they make, so they will naturally try their best to improve their rank, and the higher the rank, the more he pays attention to Taobao stores.”
Leader Lei said happily: "I understand what you mean, a multi-pronged approach makes sellers fundamentally inseparable from Taobao, and puts Taobao in the most important position, fundamentally weakening other platforms' interest in them. Influence."
Li Mu nodded: "It is meaningless to bind them with regulations and restrictions. Only with money and interests can they be firmly bound to our platform."
Master Lei immediately said: "I have a suggestion. In the future, our search function will be sorted by the seller's credit rating by default. The higher the seller's level, the higher its products will be."
Li Mu said: "This is too absolute, and it will make low-level sellers lose confidence. It's better to do this. In the future, the first three products in the search results will be the products of high-level sellers by default, and the rest will still follow our previous default comprehensive algorithm."
Leader Lei thought for a while, and felt that Li Mu was obviously more thoughtful, so he nodded and said, "OK, I will give instructions to the technical department later to make adjustments as soon as possible."
Li Mu nodded and said with a smile, "Although we can't forcibly restrict our sellers from opening stores in Letao, we can still stumble them a little."
When the two saw Li Mu's wicked smile, they immediately became overjoyed, and hurriedly asked, "Is there a better way?"
Li Mu said with a smile: "Isn't Le Tao going to collect information for them and automatically put products on the shelves? Then we should let the people in our technical department immediately develop a set of watermarking functions before they start doing it, and give it to all of us on the whole network. The product display pictures of Taobao are added with the logo watermark of Taobao. In the future, when sellers put new products on the shelves, they will also automatically add watermark logos to the pictures. Only this point, their automatic collection will be useless."
Brother Liu clapped his hands and said excitedly: "Good idea! If all the photos have the watermark of our Taobao.com, then Le Tao will not be able to do automatic collection for the sellers. They can't allow the pictures on their pages to flood us. The watermark logo! If you do manual processing, you will be exhausted. If you need our sellers to re-upload them on Le Tao, then you can do it.”
Leader Lei also said excitedly: "This method is great! It's better to set multiple positions to increase the logo, and randomly appear up and down, left and right, left and right, so as not to block them in batches with technical means!"
Li Mu laughed: "Okay! Just do it like this, communicate with the technical department immediately, this function must be implemented as soon as possible!"