Chapter 2656: A Perfect Match to Open the Station (Part 1)
At the end of July, Xiao Qi transferred Peng Anqi from Xiaoyao Mall to prepare for the "Perfect Match" flash sale website.
It has been nearly four months now, and the perfect match flash sale website has finally set up a shelf and started the official publicity work.
Peng Anqi is still working very hard. Although the plan only states that there will be hundreds of merchants with products to settle in when it opens, it is far more than that.
The operation mode of Perfect Match is very similar to Xiaoyao Mall, but there are many differences.
In almost all places, they purchase products from major companies and sell them on their own operating platforms.
But the difference is that it is a perfect match. At this stage, more products from big companies and big brands are purchased, and the products are out of season, and most of them are clothing, cosmetics, and daily necessities.
Because in Huaguo, people are very trusting and obsessed with big brands. Before they are deeply rooted in the hearts of the people, the perfect combination must rely on the power of big brands to gain a foothold in the flash sale market and quickly become the overlord.
Otherwise, even if others hear the gimmick of "limited-time snap-up" and click in to have a look, they will find that they are all unknown small brands. They are worried about quality problems, and most of them will not place an order to buy.
As long as it is Adidas, Nike, L'Oreal, Procter & Gamble, Li Ning, SONY and other famous brand products, and you are a website of Fairy Company, then you can be trusted, and everyone is willing to buy these out-of-season, but definitely brand new goods.
This is different from the people of the United States.
The Zulily flash sale site basically sells products from small companies because their prices are low, but the quality is regulated so there is no problem.
The enthusiasm of ordinary people in the United States for snapping up cheap goods is no less than that of Chinese people, and there are not many counterfeit goods there, and manufacturers with regular production usually don't do this kind of thing, so they buy with confidence. .
Huaguo just happens to lack trust in small and medium-sized manufacturers. This kind of concept cannot be said to be their fault. But there are indeed many reasons, which need to be improved slowly in the future.
Precisely because it is necessary to use big brands to suppress the place from the beginning. That's why Peng Anqi conservatively said that there are one hundred brands, at least the most famous brand in Huaguo.
But the reputation of Fairy Company is not fake. After Peng Anqi used the brand of Fairy Company to negotiate with major brands, more than 200 big brands agreed to the request of the perfect match website one after another, and put their out-of-season products And inventory goods, are sold to them at a more appropriate price, let them sell.
when starting. Naturally, it is impossible to sell luxury goods on a perfectly matched website, and only these world famous brands used in daily life are the most suitable.
In fact, many of these world-famous brands are unwilling to let their brands be damaged, so they usually have some stocks, and they are not willing to sell them at a lower price. In the past, they were more directly returned to the factory for destruction.
However, it is different now, because with the platform of the Internet, the sale and purchase of any commodity has become transparent. Many people are used to buying suitable brand products online, not limited to these famous brands.
As a result, the inventory of these offline famous brands is getting higher and higher. Last year, Adidas had more than 3 billion US dollars of products piled up in the warehouse and could not be sold. Nike has more, with a total of more than 5 billion US dollars.
The same is true for Huaguo.
Li Ning in the first quarter of this year. The inventory is as high as more than 2 billion yuan, and it soared to more than 3 billion in the second quarter. The rest of the well-known clothing manufacturers, daily necessities manufacturers, etc. are also in the same dilemma.
Now is the era of Hundred Blossoms' competition, and they will face even greater competition in the future, so the previous behavior of returning to the factory for destruction or re-making it can no longer keep up with the times.
It just so happens that there is a perfect match, so that they can digest the inventory in a more decent way. While withdrawing funds, it does not hurt its own brand very much. This is indeed a good thing.
Of course, it is impossible for them to supply a lot at the beginning. Everyone is now tentatively moving forward, so they only give goods worth several million dollars, or tens of millions of dollars.
Even so, the funds paid by the perfect match have exceeded 8 billion yuan, and the finance department had to give a second tranche of 5 billion US dollars.
Perfect Match has already taken 10 billion yuan before it officially started business, which can be described as a big spender.
He didn't know that this company would be his own Huo Zhuzhu in the future, so he reprimanded Peng Anqi several times for being too generous.
Peng Anqi didn't dare to talk back to the proprietress, but he felt a lot of pressure from this. If he didn't do well, his future in Fairy Company would be ruined.
For this reason, while actively contacting major manufacturers, he also actively asked his old boss for advice and prepared various matters before opening.
Media publicity is of course an important part of it.
Advertising in the Internet age has gradually changed from the inherent model. Various advertisements on Internet platforms have become more and more important and effective.
Although online advertising is still not dominant, but after 20 years, people aged 50-20 will be accustomed to the Internet, then the Internet era will really come, and online advertising will surely shine even brighter.
Now, for people who like flash sales, online advertising is also more important, just like media advertising.
The Perfect Match website is aimed at the Chinese mainland market, and the advertising department of Fairy Company has a good relationship with major media platforms, so after recruiting several elites from the advertising department, Peng Anqi continued to use the Fairy Company's signboard, and Advertising negotiations are carried out in three categories: TV media, print media and paper media.
Other online media are relatively simple. The world's largest video website, Xiaoniao.com, is owned by one of the proprietresses, and Huangfu Holdings, which controls the shares of WeChat, Weibo, and the four major portal websites The CEO is also one of the proprietresses, so apart from Baidu's need to negotiate, the rest is not a problem.
Peng Anqi has 10 billion yuan in funds, and it doesn't take much time and money to build the website. In addition, Huaguo Dentsu is a hardcore fairy company, and it has a very big discount on operating expenses, so 500 million yuan is enough. year's expenses.
Of the remaining money, 8 billion is used to buy goods, and another 500 million yuan is left as a maneuver. The remaining 1 billion was all used by Peng Anqi for advertising.
Of course, this does not mean spending all of it at once, even if you are willing to spend it. Those media must be able to eat, so this is all the cost of intensive advertising in the next six months.
Beginning at the end of October, the promotion of the Perfect Match website gradually spread.
By the end of November, the advertisements had been overwhelmingly displayed, and people who participated in online shopping or not all knew about the new website of this Fairy Company.
"Li-Ning is as low as 1 yuan! Erdos sweaters are as low as 100 yuan! Adidas is as low as 0.20% off! Nike is as low as 10% off! L'Oreal cosmetics are as low as 30% off!..."
Look at such a big gimmick. Anyone who knows how to use the Internet can't help but click on the Perfect Match website to see if this is the case.
Although it is expected to open on November 22, the Zhulianbihe website was opened to the public as early as November 1. On the refreshing and clean page, it clearly shows the panic buying activities that will be carried out on the opening day and what will be followed rule.
There were not many snap-ups on the first day, one at 10:00 am and one at 8:00 pm, and 30 brands were opened each time. The products of each brand range from three to five to seven or eight.
The same is true for the quantity, that is, one or two thousand pieces.
Looks like a lot in absolute terms. But if you are targeting users across the country, it seems like a drop in the bucket.
But the essence of flash sales lies in the small quantity. If there are as many as you want, how can you arouse everyone's interest?
Then there is also the price. Everyone has always been familiar with the prices of big offline brands. Looking at the brands you are familiar with, you will find that the promotion of the perfect match website is true. The prices of these products, even if they do not reach the legendary 12% off, but it is definitely less than half the price, or even cheaper.
Originally, the discounts in shopping malls have been 50% off in recent years, but they usually increase the price by 30% first. Another 50% off, so at best it's a 20% discount.
The Perfect Match website is different. They are a sign of a clear price, and they will not reduce the price at this price, and of course they will not increase the price. Anyway, this flash sale will end when they are sold out. Whether you can grab this cheap price depends on your own hands. Not fast enough.
Human beings like to take advantage, and this kind of advantage that needs to be grabbed will test people's patience and skills even more.
When cheap goods are so cheap that countless people are tempted, then it has the value of looting.
Now the perfect combination of these products above has obviously moved young people.
On weekdays, for the sake of their dignity, many people even deliberately buy fake products, let alone the real ones.
Although they are all out-of-season products, or products that have been in stock for a long time, as long as it is not a very high-end company and life circle, who knows whether you are in the current season or not, and who knows whether you bought it this year or last year bought it? Who cares how you are still wearing what you bought last year?
As for whether the fakes are not fakes, whether the out-of-season products and stock products are of poor quality, most people are not too worried.
Because the Fairy Company sign is there.
You said that it is possible for others to sell high imitation or defective goods, but how could Xiao Qi do such a thing?
No matter which industry Xiao Qi is in, such a thing has never happened. The Fairy Company is a gold-lettered signboard, and it is absolutely impossible to do those deceitful things.
The continuous accumulation of good reputation is more effective than any publicity!
At that time, there were as many as 600,000 users who registered on the Perfect Match website and bound their Xiannv bank cards.
With the leading role of Xiaoyao Mall, Taobao.com, WeChat and other super large websites, people in large and medium-sized cities have become accustomed to using Xiannv Bank's savings cards and credit cards, and this number will follow the new generation of young people to work Jobs are still increasing.
Today, Fairy Bank has issued more than 52 million credit cards and more savings cards, reaching 120 million. It is worthy of the name and directly ranked fifth after the four major banks of China Agricultural Industry and Construction. Six of the China Merchants Banks were left behind.
Such good results are thanks to the praise of young white-collar workers, because 90% of Fairy Bank users are under 40 years old, and they are the main force of the new generation of online shopping.
The Perfect Match website is an online shopping mall, but it is not suitable for the use of special third-party payment systems such as Alipay, Xiaoyao Wallet, WeChat Wallet, etc., because it will be independently operated and calculated in the future, and Xiao Qi sent Huo Zhuzhu's private property.
However, because Huo Zhuzhu's private property is also part of the Xiao family, it is entirely possible to use the Fairy Bank to gather together and form a greater force.
The WeChat platform is also like this. Although it has its own payment system, from the perspective of the bank, of course it uses its own family bank.
This will not only provide stronger protection for the private property of each house, but also increase the strength of Fairy Bank, making it more unshakable.
Many of the more than 600,000 users of the Perfect Match website are also users of other online shopping platforms, so they don't need to apply for a separate credit card or debit card. It is a multi-purpose card, which is very convenient and practical.
Peng Anqi is very proud to have so many users before opening, but he is not complacent either.
On the one hand, there is the golden sign of Fairy Company, which of course can attract many users to register.
On the other hand, with an advertising promotion budget of 1 billion yuan, the eyeball effect is already enough. If it still fails to attract users, it is really his failure.
Whether it can really succeed depends on whether it can open the door successfully, whether it can really trigger word-of-mouth, and let more users participate in the flash shopping boom.
In order to be able to fight the first battle well, Peng Anqi learned from his former boss Qin Yibin's practice and carried out the most stringent training and requirements for employees.
In terms of the production of the website and the preparation of various links, countless calculations and drills were carried out repeatedly. The employees were extremely nervous by him, and they worked hard to do their own things well, for fear of problems. Was scolded by the boss.
In this tense atmosphere, the time soon came to open the station and go online. (to be continued ~^~)
PS: Thanks for the recent rewards from Rotsen, Longщ, Fouji Tianjun, Aviation Dream, Shuyou 150422110835111, Dongdong, etc. Thank you to all the brothers who subscribed to monthly tickets!