Chapter 921

Li Mu's crushing sniper made boss Ma extremely dispirited. Although he had already announced the death penalty to letao in his heart, it was impossible for him not to fight and fall down. So in order to be dignified, for investors and for the team, in any case, he still had to fight in this war. Even if the strength was not great, he would not give up in advance.

At eight o'clock in the morning, boss Ma has arrived at the company. He can't wait to get all the data of letao in the past 12 hours from the technicians on duty last night. He is anxious like a candidate who can't wait to see the results of the college entrance examination.

Boss Ma also knows that no matter how the Internet industry develops, "data" is the most authentic and core reference standard of the Internet industry.

For example: how to measure the strength of an information website? Basically, it depends on the number of independent users, page views per capita and the average visiting time of users. These three data basically represent everything.

The daily independent users represent the website traffic, which is the most basic data and represents the user base of the website;

the per capita page views represent the quality of the website content. If the per capita page views of one website are 5 and the other website is 10, there is no doubt that the content quality of the latter website is much better than the former. Regardless of the traffic, the per capita page of the latter website is much better than the former The number of visitors must be much higher than that of other small literature websites. The reason is very simple, and the quality of the content must be better.

The average user visit time represents the user viscosity of the website. The higher the average visit time is, the higher the loyalty of the users will be. It is easier for such websites to transform users. For example, the time that Youku users use Youku every day must be much longer than that of kuliu users. The strength of the two websites is far from each other.

If boss Ma wants to know the promotion effect of letao.com in the next eight days, to estimate the order quantity and trading volume of 929 letao's big promotion, and to predict the development potential of the whole letao in the future, he first needs to have an objective data as the reference standard, which is the data performance of 12 hours from 8:00 last night to 8:00 this morning after launching promotion.

What makes Ma feel despairing is that in the past 12 hours, the data of letao is far lower than his minimum expectation!

During the first 12 hours of letao online, the number of new registered users was only 13000

The goal of letao is to increase the number of registered users by 8 million in eight days, and the goal is 1 million registered users every day on average!

12 hours later, the number of new users is only 13000, not even the expected 2%!!!

As for the visiting users, there are about 400000, which is equivalent to one in every 30 visiting users.

This data is so miserable that the listener is sad and the listener is crying.

More than two million ad budgets a day, converted to 12 hours, is a million yuan!

A million yuan ad was launched in densely populated east China and South China. Last night, it was pushed once at eight o'clock and once at ten o'clock. It can cover at least tens of millions of people according to the ratings. As a result, only 400000 people have access to it. This data is really terrible!

According to this data calculation, in the past 12 hours, letao's investment of 1 million yuan has only returned 400000 visitors, which is equivalent to the cost of exchanging for a visiting user, up to 2.5 yuan!

The cost of getting a registered user is more than 75 yuan.

One million! 13000 users! The cost is staggering! In the era of mobile Internet fighting, the promotion cost of an app download user is more than ten times higher when the unit price is converted. Now, the data is almost dead!

Boss Ma looked at the complete data, and the whole person fell into a deep despair, which is stronger than ever before. This bleak data means that he wasted a huge amount of money, which is not his own money, but the investors' money. After seeing this data, the investors will be extremely disappointed in lotao, even himself!

The boss Ma, who was about to die, immediately informed all the key employees of the meeting, including the Amazon representative, William Yang, who had not yet arrived at the company.

At nine o'clock sharp, he showed the data of the past 12 hours without reservation in front of the core staff, Yang William and Li Guoqing.

400000 visiting users, 13000 registered users, the promotion cost of a single visiting user is 2.5 yuan, and the cost of a single registered user is 76 yuan

Such a miserable data is just like killing the street. What can we earn back by selling such a high user acquisition cost?

All the employees of letao also collapsed after seeing this data. Even the Amazon executive Yang William, who has been advocating to increase promotion investment and run on boss Ma when he is free, has lost his previous momentum, and the whole person is in deep fear.

It turns out that boss Ma didn't listen to his increased promotion investment. Otherwise, with this conversion rate, let alone two million dollars, even 20 million dollars, he must kneel, and kneel even worse.

Such a miserable conversion rate, if it's really because of the additional advertising investment, then I'm going to carry the pot for boss ma. Fortunately, this Chinese friend didn't take care of himself, otherwiseAll in all, for William Yang, this is a blessing in misfortune.

In front of so many people, Ma, who almost doubted life, forced himself to calm down, put aside all negative emotions, and led us to carefully analyze each key point.

Pale and obviously lack of blood, boss Ma wrote down several key indicators on the blackboard: display exposure, conversion visits, conversion users.

Later, boss Ma raised his morale and said, "first of all, we can be sure that Taobao can't affect the exposure of our ads. that is to say, the two rounds of promotion last night in golden time, the display base is very large, and it's estimated that at least 30 million people have seen our ads, which is beyond doubt?"

Everyone nodded.

It's true that what Li Mu can influence is the transformation effect after the exhibition, but it can't affect the exhibition volume. Last night, the golden time of two rounds of promotion, the exhibition volume must be tens of millions.

At this time, Ma said with his teeth clenched: "why is the traffic volume so low under the premise that the exposure of the exhibition is sufficient?"? The result of my analysis is: 50% of the reason is that the damn Taobao ads are chasing us all the time. In every TV station, the time difference between their ads and ours is no more than 10 minutes! Moreover, with a strong star lineup and a longer advertising exposure time, users will see our ads and then see Taobao's ads, and their impression on our ads will be greatly weakened. Therefore, although the amount of display exposure is large, we are willing to have a low number of users visited by Taobao! "

Speaking of this, boss Ma said angrily: "when we heard that Muye technology was booking promotion resources everywhere, we thought they were going to use the opportunity to push Muye technology. I didn't expect that Li Mu played such a sinister game. The advertising resources that Muye technology booked were all for Taobao!"

Boss Ma's words aroused everyone's anger at once!

Yeah! Damn it!

At the beginning, you have received the news that Muye technology was using a very large pen to reserve the promotion resources nationwide, but at that time, Muye technology developed rapidly overseas. Because of Muye technology and YY, Muye technology came out to reserve the promotion resources, everyone thought it was for their own use, but unexpectedly, Li Mu was already aiming at letao at that time! It's so hateful!

After a while of scolding, boss Ma said with a black face: "in addition, there is an important reason that Taobao's advertising words are too dirty! Happy taotianxia, in the words of taobao.com, just brought in the two words of letao! As soon as our advertisement comes out, his advertisement keeps up with us again, let the stars repeat this sentence like brainwashing, in order to wash the impression that our advertisement just left to them in the subconscious of users! I've lived for so many years, and I'm the first one to compete openly with such dirty competition methods! "

At present, the people of Taobao are united in a common hatred, so basically what the boss says is that they all feel that when it comes to their own heart, it seems that everything is Taobao is making obstacles for them and deliberately fighting propaganda war against them. However, these people have not thought about it. They are also making obstacles for Li Mu when they are preparing for Taole and promotion activities Li Mu is just fighting.

At this time, Ma said: "as for why our registered users are so low, in fact, Taobao's promotional interaction is larger than ours in terms of brand participation, promotion scale, product quantity and preferential intensity. Among the 400000 visiting users, there must be a lot of users who go to letao to see the details of our promotional activities and then compare Taobao's activities We found that we are not as good as Taobao in all aspects, so we directly chose the promotion of Taobao and gave up us, so it is difficult to form registered users. " The cost of obtaining

registered users is much higher than that of visiting users. The reason is that registration costs more user behavior costs. If not interested in websites or just needs for websites, most browsing users will not choose to be registered users. Once the users compare Taobao's sales promotion is more awesome, they will not have any concerns about Chengdu's nine. Not to mention registration.

The competition of products of the same type is often so fierce, because users are often doing one-of-two single choice questions. If they choose product a, the vast majority of them will give up product B. unless product B has advantages in some more detailed vertical aspects, there is almost no living space. For example, under the premise of wechat being so powerful, anyone who makes the second wechat will surely die unless they choose A vertical subdivision field develops with all its strength to make it compete with wechat in a differentiated way, just like Momo. If Momo didn't focus on "about P", it would have died more than 10000 times.

At present, compared with Taobao and letao, letao is a poor copy of Taobao. It is not only much worse than Taobao in all aspects, but also has no surprise with Taobao. It has, Taobao has, and is far better than it, and even Taobao has a lot that letao does not have. In this case, letao is unlikely to win at all !

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