Chapter 851

In the conference room of taobao.com, cult leader Lei sat on Li Mu's left hand side with several promotions. At the front of the long table was Li Mu's seat alone. On the left was cult leader Lei, and on the right was senior brother Liu.

This situation made Li Mu feel that two super bulls, one on the left and one on the right, happened to play the role of their own left and right hands. This feeling is not only a dark feeling in his heart, but also a happy flower. In his mind, Taobao's platform and team are more than one level superior to his previous excellence. In his mind, he feels like a coach of a club in China. Suddenly, he has the chance to become a assistant of Real Madrid club and a coach of Real Madrid for the first time In the meeting room of the training group, listen to the Real Madrid coach convey the feeling when making tactical planning.

The content to be discussed in this meeting can be called the most important battle in the next stage of development of Taobao. It is not only of great significance, but also of real high confidentiality.

For Li Mu, although Lei is not a member of Taobao from the perspective of contract, he has become a member of taobao.com in his eyes and in Li Mu's eyes after the agreement with Li Mu.

At the beginning of the meeting, Li Muxian introduced Mr. Lei to everyone and told everyone that Mr. Lei would join Taobao in the near future and become the chief operating officer of taobao.com.

When Li Mu said the name of Lei, as well as his position in Jinshan and excellence, the other employees were stunned.

Lei jiaozhu is famous in the Internet industry. Although he can't compare with Li Mu, a rising star, he is definitely one of the top talents in the industry. Moreover, he is not only the CEO of Jinshan, but also the outstanding chairman of the board. His status and qualifications are extraordinary. However, such a great man has joined Li Mu, which makes everyone Realize that the gold content of Taobao platform, because of the joining of Lei Jun and a higher level.

After introducing Mr. Lei, Li Mu began to get to the point. In front of Mr. Liu, Mr. Lei, the core operation team and the professionals who have recently arrived at the post, he described the planning of this promotion in detail.

Li Mu first introduced the positioning of the whole promotion activity: this time, the top 100 daily promotions are to thoroughly consolidate the foundation of Taobao. Through this activity, the whole people realize that Taobao can penetrate into their lives and make them realize that Taobao can replace a considerable part of offline shopping in their lives and have greater advantages Potential: for example, low price, door-to-door delivery, time-saving and labor-saving.

If the promotion is successful, maybe 10% or more of the daily use department store consumption of Chinese urban residents will occur on Taobao. You can't look down on this at least 10%, because it covers all the fast-moving products, and the user's purchase frequency is very high and almost will not be interrupted. Once a user develops the inertia of online purchase of daily use department store, the user will not I am afraid most of the daily necessities will be transferred to the online.

What this activity needs to do is to attract the attention of a large number of urban residents and transform them into online shopping groups as much as possible.

As for the duration of this activity, Li Mu decided to position it as seven days. This time, the time cycle is longer. Instead of pursuing one-day sales, he is pursuing to cover more users.

After finishing his goal and positioning, Li Mu began to further refine his promotional activities.

Li Mu's ambition is much bigger than that of boss ma. He wrote down a large plate on the blackboard, while writing, he said: "this promotion is divided into business groups, first of all, the grain, oil and food group, then the Department Store Group, the daily chemical products group, and the clothing, shoes and hats group."

There are four major categories in total. Li Mu hopes to be able to make them perfect, so he solemnly requests: "four business groups should coordinate all relevant enterprises that can be coordinated. I believe that with Taobao's current influence and our performance in the previous brand day, relevant enterprises will not refuse our cooperation, but the selection of partners Choose a principle: all enterprises participating in the activity must be strictly audited and must pass the industry certification in their respective fields. The enterprise has a good reputation and reliable product quality. "

Everyone nodded, product quality is the top priority, which is very clear to everyone.

Li Mu went on to say, "there are also several principles for cooperation with partners. First, the way of cooperation. This time, in addition to the clothing, shoes and hats group, the other three groups all adopt the self operating mode, namely: we purchase, sell and distribute by ourselves, and the manufacturer only needs to supply us."

"When it comes to supply, first of all, we must give authorization to our exclusive network distributors, which is the basic premise of cooperation. Enterprises that do not accept this requirement will not cooperate."

"The second is to determine the price. Since we are already an online dealer, we require the enterprise to give us a price lower than that of other offline channels to match our promotional activities. They have two options: one is to directly reduce the supply price, the other is to give us a certain promotional rebate, and tell them the attitude of Taobao: the price of the supplier The bigger the advantage is, the more promotion resources we will give. On the contrary, if there is no price discount, we will refuse to cooperate. ""After the price is determined, the supplier must deliver the expected quantity of goods to the warehouse designated by us in advance according to our requirements. This time, we still use the brand day mode. There are six delivery warehouses in China. The distribution quantity of each warehouse is calculated by us and the demand is formulated. The supplier can supply goods in advance according to the demand."

"The settlement standard of promotional activities is different from that of Taobao for other businesses. The settlement period is 7-15 days after the end of the activity."

"All the enterprises participating in our promotion will get at least one banner promotion on the first screen of Taobao homepage, and at least two banner and text promotions on the channel page in the next year. The enterprises with the highest sales in the same category will get one pop-up promotion in YY nationwide."

Li Mu has a high demand for the promotion enterprises, not only for their own strength, but also for them to cooperate with their own promotion activities to the greatest extent. Because of the many demands, Li Mu has also correspondingly formulated more preferential strategies for them, not only to speed up the settlement, but also to compare with those who let the profit, who will get more resources, who will cooperate with the high degree and get more resources The more tempting conditions.

For large and medium-sized enterprises, their vision is more long-term. Compared with a wave of sales volume increase in a short period of time, what they hope is to improve the brand exposure and increase the brand audience. Only in this way, the growth line of sales volume can be pulled higher and longer.

Taobao's promotion activities, for the enterprise side, originally represent the participation of Taobao and Muye technology, and the exposure of the activities will undoubtedly be very high. Being able to take this express train will greatly promote the brand awareness.

Take a look at the last time in the brand day brilliant zhinengda repeater, after a brand day promotion, now the sales volume has exceeded step by step, becoming the first in the industry, not to mention how much money zhinengda made through Taobao brand day, just look at the growth of its brand influence, tens of millions of advertising budget may not be able to achieve this effect.

Therefore, Li Mu firmly believes that after he gives these preferential policies, the enthusiasm of the enterprise will be greatly enhanced. At that time, the enterprise will try every means to work closely with Taobao.

Thinking of this, Li Mu added: "by the way, you should inform the enterprises that you are in contact with. Before the end of August, you should give me the product quotation first, and indicate the current terminal retail price, channel distribution price and the price given to us. We will allocate resources in advance according to the price gap they give us."

Half of the people here are dug up by Liu Qidong from major production enterprises. After listening to Li Mu's words, their keen sense of career immediately realized that this promotion will definitely bring great attraction to enterprises. I'm afraid that this promotion can really get the unprecedented ultra-low quotation from enterprises, so one by one is full of confidence and eager to try.

Then, Li Mu talked about the most critical part of the promotion: the plan!

Promotion, how to promote and how to promote? This is the most important issue.

Li Mu, in front of everyone, explained his promotion strategy in detail: full reduction.

After talking with elder martial brother Liu about it, Li Mu further deepened his strategy of full reduction and thoroughly played through it!

First of all, he decided to set up multiple full downshifts for the three major categories besides clothing, shoes and hats, for example: full 99-20, full 199-50, full 399-120, full 499 minus 180. The discounts of these four gears are about 20%, 75%, 7% and 65% respectively.

For special goods, such as clothing, which has high profit and high customer unit price, the three gears of 500-200, 1000-500 and 3000-1800 are directly used.

Looking at the high threshold, Li Mu also explained why he did this: considering that it's autumn and summer clothing has been basically off the shelves, everyone starts to buy autumn clothing. At present, the price of any long sleeve T-shirt with a little brand is more than 70 yuan, and one coat has to start at least 200 yuan, so it's enough to select two or three collocations, 500 gear, It doesn't matter if you don't make 500, 1000 or 3000. People are intelligent animals, and they are good at finding solutions. Isn't that how you make a list? Online shopping online shopping online shopping mall

once the online shopping users start to collect bills, there is no doubt that they will buy more and directly increase the overall sales volume. Once the user starts to search for a

, it will not only buy more, but also bring Taobao users at least one indirect online shopping. The users of indirect online shopping may not have Alipay yet have Taobao account, but it doesn't matter if he experiences a online shopping. Its advantage is that it is more likely to become a direct online shopping user, which is a powerful magic weapon to absorb new users quickly.

Moreover, Li Mu believes that garment enterprises will cooperate with each other, because even if they sell at a 50% discount, it's just the same price as the store they distribute goods to. So for them, the 50% discount sale has already made a lot of money, let alone a wave of advertising, which is the most important place!

After saying this, Li Mu deliberately pointed out that "all the full reductions are implemented in the form of coupons. In addition to one coupon for each user at a time, the above full reduction coupons will not be limited to all users for free. The reason why coupons need to be issued instead of direct full reduction is to let coupons produce a kind of no need, no need is The psychological hint of loss forced them to use the coupons as much as possible. "When talking about this, Li Mu inadvertently found that all the people present, including senior brother Liu and master Lei, were staring at themselves with a gaping face, their eyes were more and more surprised and their faces were more and more shocked.

At this time, Li Mugen could not imagine how great the psychological impact of this whole set of full sales promotion strategy was