Chapter 850

Li Mu is preparing for the promotion of department stores. Ma boss, who is far away in Hangzhou, has chosen the same direction as him.

Letao is one of the most unlucky products of China Internet in 2002.

This product is the shopping platform that boss Ma asked the team to build with the fastest speed when he realized that Li Mu was seizing 2C business. However, with successive changes and influences, it kept delaying the online time until September. Even sun Zhengyi could not wait. In order not to let the capital lose confidence, boss Ma has no choice but to go ahead Prepare to go online once.

This time, boss Ma knows that he can't delay letao's online time for any reason. It's imperative to launch letao in September, and he knows better that letao is like a carrier rocket. Once launched, there is only one chance. If he fails, capital can't give him another chance.

Mr. Ma's letao is like the ROK's own Luolao. Due to various reasons, it keeps delaying the launch time, but in the end, it can't escape the fate of a huge artillery battle.

However, boss Ma doesn't think that letao will fail. Instead, he thinks that he has a great chance of success this time, because he has focused on the basic livelihood level that Li Mu didn't take into account.

Taobao's brand day is really dazzling, and all kinds of electronic products are selling very well. Up to now, Taobao has a huge daily turnover, 70% of which comes from electronic products, and the remaining 30% comes from small and medium-sized C2C sellers.

But boss Ma found a problem. Taobao pays too much attention to electronic products. Most of its recommended display locations are for all kinds of electronic products, ranging from the MP3 of mango to the whole machine of Shenzhou. Electronic products almost dominate Taobao.

In the view of boss Ma, this is a huge potential flaw of Li Mu's close relationship. At this juncture, it is the most labor-saving to make electronic products. One is the large demand of consumers, the other is that online sales of electronic products can have a relatively large price advantage, and the other is that the volume of electronic products is relatively small, the weight is relatively light, and the price is relatively high The logistics pressure of electronic products will be much lighter.

Boss Ma felt that Li Mu must have enjoyed the sweetness in electronic products, so he seized this point and made a great effort to make the electronic products more thorough. However, boss Ma saw the lack of potential in electronic products.

After all, electronic products are not FMCG, and the market needs time to recuperate. With the passage of time, the volume of electronic products transactions on taobao.com will slowly decline, and eventually tend to be rational. In this case, I will compete with Li Mu in differentiation. Aren't you making electronic products with low consumption frequency and high customer unit price? Good, then I will do high consumption frequency, low customer unit price of daily necessities!

Differentiated competition is one of the best ways to survive in front of the giants. When the world's auto giants are constantly competing in all types of models, Tesla's new energy vehicles are a typical example of differentiated competition.

Tesla has chosen a blank field of competitors as the entry point, which is fundamentally different from each other. When other manufacturers study the issues related to the fuel engine, such as power, fuel consumption, hybrid, transmission gear and shift logic, Tesla has abandoned the fuel engine, gearbox and fuel consumption, making its core selling point It's very different from competitors.

Boss Ma's idea is the same. He knows that the real e-commerce that can really invade people's lives is the real e-commerce. So he thinks that Li Mu has not found the essence, and the real essence has been seen through by him, that is, to do all the fast-moving consumer goods closely related to the people.

So he held an internal core meeting and put forward the core idea of making a big promotion of daily necessities. His team has been used to taking him as the absolute core for a long time, so they have no opinions on this decision.

The direction is determined, and then the implementation plan is to be determined. Boss Ma now has two implementation plans at a large level. First, he is self-employed, like Li Mu, who purchases from the enterprise first, then sells and distributes by himself; second, he uses the most grounded C2C model to attract a large number of sellers to settle down and let them promote sales together.

Based on the current capital situation of boss Ma, he clearly realized that he couldn't do his own business like Li Mu. He had to choose the second way, C2C. On the one hand, he could save the cost of storage and distribution. On the other hand, he could turn the small and medium-sized enterprises on Alibaba bar into sellers and self-employed ones, so this time on letao For the promotion activities of the line, Ma boss also adopts the mode of joint promotion of dozens or even hundreds of stores, which is quite different from Li Mu's self operated promotion.

Set the main direction of the implementation plan, and then refine the whole plan, such as the entry point of this promotion.

The scope of daily necessities is too large. With the strength of Alibaba bar at present, it's not realistic to have too many activities on line. So boss Ma decided to choose two detailed entry points as the core area of this promotion.

These two detailed entry points are: daily chemical and clothing.

Daily chemicals are daily chemicals, from cosmetics to body care, from bath products to washing products. The reason for choosing this classification is that there are quite a number of domestic small and medium-sized commodity manufacturers in Alibaba bar. Although the products of these small and medium-sized manufacturers are not well-known, the most important thing is that there is a large space for price reduction and high degree of enterprise cooperation. In the view of President Ma, now The consumption in daily chemical industry is still very rational. The influence of big brands is great, but the share of small brands is at least half, so the products of these small and medium-sized enterprises must have a market.In addition to clothing, the reason for choosing clothing is that Hangzhou has a very big industry advantage. There are two cities of clothing production enterprises in China, one is Yangcheng, the other is Hangcheng. There are a large number of small and medium-sized clothing production enterprises in the outskirts of Hangcheng, and there are large-scale clothing OEM enterprises. Boss Ma is also holding the idea of "first month in the near future" to obtain favorable resources nearby.

After setting the detailed entry point, the next step is the specific implementation plan.

Boss Ma wants to launch the daily chemical and Clothing promotion activities as soon as letao goes online, so he requires his team to establish contact with these small and medium-sized enterprises in advance. Before letao goes online, let them accept the cooperation in advance and start to prepare to build a shop in letao. Before letao goes online in September, boss Ma requires at least 100 shops to be negotiated in advance At the same time, we also need to do a good publicity plan. Once letao goes online, we need to invite sellers to settle in letao on Taobao and eBay.

As for the specific scheme of the promotion, boss Ma wants to use the mode of discount + full package to promote the sales. At present, he has three express companies under his hand, with sufficient logistics capacity. At that time, he can let the enterprises participating in the promotion directly cooperate with his own express company, and his own express company is responsible for the delivery of packages, so as to minimize the cost Freight cost, then you can use the way of 80% discount + full 88 or 99 packages to promote the activity.

The whole market discount is the main offline promotion method, and full package is another attraction that boss Ma came up with according to the online characteristics. Although the price of online promotion is cheap, but the cost of postage is not low, it may not really save money, but if the postage is exempted, it will be very attractive to consumers. Once the full package is adopted, it will also be invisible This is basically the same as what Li Mu wants to do.

After the whole promotion plan is sorted out, Ma said to the team members with great solemnity: "our letao success or failure depends on it. From now on, until the middle of September, we still have about 20 days to prepare. Everyone must play the spirit of 12 points to do this well. Please remember that this time we have promised the management, letao No more changes can be made to the online time! "

Team members nodded their heads, and now they have to. For a while, a tense atmosphere spread quietly in the team.

Boss Ma is also very nervous. It's not easy to snatch food from Li Mu's mouth, let alone dig a hole for him. Once Li Mu realizes his actions, Li Mu will try his best to block and interfere with him. If letao's online and promotion plans are exposed, I don't know how Li Mu will deal with them. If you think about it a little, you will have a big head.

However, if you think optimistically, Ma thinks that his two promotion combinations should be enough to bring huge attraction to the budget conscious ordinary people.

In his opinion, the retail industry is an industry that can never be monopolized, and so is the retail industry in the field of e-commerce.

People are always choosing more convenient and affordable consumption channels. As long as they launch this activity to make users aware of the benefits, then users will definitely come.

At the end of the day, users buy goods, not the stores where they sell them. No consumer goes to Wal mart or Carrefour all his life. There are activities in the new supermarket in front of the door. Even if there is no fame, they will come in and have a look at the affordable price. This is their opportunity.

Once he has attracted a large number of consumers in this activity, his letao will be able to stand firm. In this way, even if Li Mu turns around temporarily and catches the daily necessities to fight against him, he may not be afraid of him. After all, he has been pre empted in the field of daily necessities, has certain advantages and his own user group. How can Li Mu do So strong, it's impossible to take all the users away, and then with a better follow-up operation mode, letao should be able to completely stop relying on daily necessities!

However, boss Ma didn't think that although Li Mu didn't let Taobao show any signs of focusing on daily necessities, he had already begun to plan to expand daily necessities, and what he planned was much bigger than what he planned