Chapter 882

At first, Li Mu didn't think there was any problem with the name of letao, but he was reminded by the leijiao master who was good at playing marketing that Li Mu realized that boss Ma had left a huge bug for himself.

Online shopping = Taobao = online Taobao. This concept is given to the national consumers by Taobao. If Taobao succeeds first, there will be imitators. Therefore, all the platforms with the name of "Taobao" can follow the trend on the surface, but it is very lack of pattern.

The fox pretends to be the tiger. That's because there are countless different levels between the fox and the tiger. Once you choose this road, you are bound to limit yourself to a fox in some way. The more so, the more difficult it is to become a tiger.

If Li Mu doesn't use his strength to make boss Ma show up in front of the public with the banner of "letao", boss Ma will surely get a little bit of Taobao light, but only a little.

But if you are ready in advance, as Lei said, when he starts to work hard, you will directly follow up with the help of force, and Ma may cry without tears, because he is Huang que. Once he starts the publicity of "letao", he will follow up with all his strength by Lei's method. For Ma, his advertising investment has been smashed , that's a thing of the past. I can't come back if I want to save

After deciding on the strategy of advertising induction with bishop Lei, Li Mu said to bishop Lei, "the most important thing at present is to lock the media resources in advance. Theoretically, we should invest in every media launched by letao, and at the same time we should invest more than them!"

"It's better not to use Taobao to follow up the media and Book media resources. The media industry is already very complex, and any news is very fast, and it's very easy to get information from the media," Lei said

As he said, the old fox like expression of master Lei was online. Looking at Li Muluo, he said with a kind of obscene smile: "actually, I suggest that you let the people of Muye technology lock the media resources in advance. Even if boss Ma heard that Muye technology is looking for media resources everywhere, he would instinctively think that you are preparing for the publicity of Muye technology. After all, Muye technology is now in the United States The market is on fire, and it needs financing. It's a common trick to raise the valuation to fry the company before financing. "

Li Mu nodded his head and approved the words of Lord Lei very much.

Employees in the Internet industry, especially bosses, operators and business people, have a common understanding that once one day, a company or a product's press releases and soft manuscripts suddenly spread all over the place. That's basically certain. This company is ready to raise funds and hype the momentum in advance, just to be able to be in the financing Get a higher valuation when you invest.

If Li Mu's current Muye technology vigorously locks in media resources, it will give people in the industry a preconceived judgment that Muye technology is to hype themselves, pave the way for enterprise financing, and never think of Taobao.

Li Mu sighs in his heart that Lei jiaozhu is indeed a marketing genius. He not only plays with exquisite and profound means, but also has a very accurate and in-depth view on the whole marketing strategy. In such a short time, he not only has the strategy of killing boss Ma, but also has the puzzle means of how to make this strategy more smoothly. Once boss Ma's letao goes online, Taohe Bao's attack on him in various aspects is probably unprecedented in his whole career.

Thinking of this, Li Mu said to the Lord Lei, "Mr. Lei, do you think boss Ma is paying attention to our developments now? I'm afraid that he has mastered our promotion in advance. "

Master Lei smiled: "if you didn't suddenly let me know the current situation of Dangdang, I thought you would focus all your energy on YY in this period. After all, YY is now well known across the country in the news of the American elite fire. The whole industry is very encouraged by the unexpected success of YY in the American market. Everyone must feel instinctively, At present, the development of YY overseas is the top priority of your energy focus. I believe boss Ma is no exception. "

After all, Lei added: "Taobao's promotion is planned in a low-key way, but the dynamic of letao involves the participation of both Amazon and Taobao. If the business field is an internal action of a company, it's relatively easy to keep secrets. But if it's a joint action of multiple companies, it's very difficult to keep secrets. So this time, we and LeLe They are in the bright and we are in the dark. "

Li Mu deliberated on the words of Lord Lei and nodded with approval.

In fact, the whole vision of Huaxia Internet focuses on the development of YY in the United States, which is a historic step taken by Huaxia Internet industry. It is not only of great significance, but also a reference benchmark for other Internet enterprises. In this case, the halo of Taobao is much dimmer than that of Muye technology. Even we subconsciously need to pay attention to YY globalization The next most important position, let alone competitors.

The most important thing is that after su Yingxue's reminder, he stepped out of the misunderstanding in advance, which is a great opportunity to concentrate on quietly preparing for a duel with boss Ma and Dangdang and Amazon. Otherwise, if he really put his energy into YY, Ali, Dangdang and Amazon will join forces to launch a surprise attack on him, I'm afraid that Taobao will be in a good situation As a result, the loss is heavy.Realizing this, Li Mu is more grateful for Su Yingxue's existence, and at the same time admires her business vision and sense of smell. If she hadn't quietly analyzed all her situations thoroughly, I'm afraid that 80% of her energy has been attracted by the overseas market, either staring at the registration and payment data of YY American users, or staring at the game team of Muye technology The online version of "plant vs. zombie" will never turn around and focus on Taobao again.

But because of Su Yingxue's reminder, Li Mu jumped out of the inertia of sailing along the river, accidentally found the potential threat, and obtained the time window to snipe the opponent in advance.

Next, the most important thing is how to fight this resistance war thoroughly!

……

As Lord Lei thought, Ma boss in Hangzhou didn't know what Li Mu was doing.

In fact, it's not that boss Ma despises the enemy, but that boss Ma's current affairs are too complicated. The three companies jointly established Hangzhou letao. During the negotiation stage, boss Ma worked hard, and now it's finally completed and landed. Most of his energy is focused on how to do a good job in online activities of letao.

Boss Ma has also considered Li Mu and Taobao. As his only competitor, boss Ma pays special attention to Taobao. However, at present, an independent Taobao does not show any sign of big action. It is like a steady development and stable posture. Therefore, boss Ma's preconceived view is that this time he launched against Taobao And Taobao is in the dark.

At the same time, boss Ma also guessed that most of Li Mu's attention at this time must have been shifted to the overseas market because of YY's unexpected popularity in the overseas elite.

In boss Ma's opinion, if you change to be Li Mu, you will take advantage of the current situation and build a bridgehead overseas. After all, Li Mu's industry in China is very stable. This is a great opportunity to draw energy and attack overseas!

Once Muye technology can establish a bridgehead in the U.S. market, it will definitely be an unprecedented and significant happy event for the Internet industry in China, and it will also be a great honor for the Internet practitioners in China, and the people who have personally contributed to all this have created an honor enough to be recorded in the history of the industry.

At present, it seems that Li Mu really has the opportunity to create this honor, so even boss Ma envies and hates him in his heart.

Therefore, boss Ma thinks that Li Mu's focus on overseas is really a good opportunity for letao to go online. In her opinion, Li Mu is not on guard now, while letao has been in the dark layout. Once it goes online, it is necessary to start the extensive publicity simultaneously, and Li Mu will be caught by surprise.

Amazon attaches great importance to letao's online activities after reaching cooperation with Alibaba and Dangdang. In recent days, executives of Amazon in China have been discussing the details of promotions with boss Ma and boss Li of Dangdang.

Boss Li doesn't have any opinions on the promotion activities. He is not a good marketer himself, and he works in a small way. In his opinion, the daily chemical and Clothing promotion plan that boss Ma prepared before has been very perfect, and the promotion intensity given is just good. It's OK to carry out according to his established route, and there's no need to make any changes. If it really needs to be revised, it is also to try to control the media investment. Li Guoqing thinks that the media investment planned by boss Ma is a little too high, and now he is also the shareholder of letao, so he is really in pain when he looks at such a high media budget..

But Amazon is quite different.

As the world's e-commerce giant, Amazon has long been used to the high-powered game of making a big stand and making a big noise. Their annual cost of investment in publicity is more than US $100 million, so the executives sent by Amazon this time hope that boss Ma can increase his efforts in media investment, and strive to put out US $5 million to US $8 million in promotion funds, which will be put into practice once No one knows what letao pushes in China.

The whole promotion cycle of letao is tentatively set as 5-7 days, among which the promotion is started 3-5 days before the launch, and the nationwide promotion and preheating are started. After the launch, a round of consolidation is carried out in 2-5 days, and after a few days, the activity is offline, and letao enters the formal operation stage.

In the overall 5-7-day cycle, the promotion budget of 5-8 million US dollars is frightening. Now, some famous enterprises in China have a year's advertising budget of only tens of millions of RMB, while Amazon's executives suggest that in the 5-7-day period, only promotion can burn tens of millions of RMB, let alone Li Guoqing's meat pain. Even boss Ma's meat pain is not good, because For his previous plan, the advertising budget of 10 million yuan is the upper limit.

In boss Ma's opinion, publicity input is a good choice. The larger the publicity input is, the higher the enterprise's popularity is and the higher the enterprise's revenue is. This is a positive linkage relationship, but the multiplier between the formulas is floating. If the investment is too little, the input-output ratio must be very low; if the investment is too much, the input-output ratio will be very low; only the investment is just right, The input-output ratio can be maximized.

However, Amazon sticks to their point of view, just as Li Mu and Lei jiaozhu have developed a perfect strategy of interdiction, Amazon's executives and Ma boss are having their first argument after the three-way cooperation at the conference table: whether to continue to add the promotion budget of letao online and promotional activities.