Chapter 922

Taobao 929 promotion, compared with letao 929 promotion, is really roller compacted in all aspects.

Since Taobao's advertisement went online, the number of visiting users has increased by millions, the number of registered users has increased by nearly millions, and the conversion rate of visiting users has exceeded 20%,.

With such a high conversion rate, a considerable number of users who are already Taobao users should be removed, so it seems that the registration conversion rate of this Taobao 929 promotional advertisement has exceeded 50%.

The reason why there is such a high conversion rate is that after all the promotion details of Taobao go online, all kinds of well-known brand discounts are clear at a glance, and there are also ways to rob and draw all kinds of large full reduction coupons, which are very attractive to users.

Background data shows that for registered Taobao users under the age of 30, the most frequently viewed product category on the promotion page is clothing, because a large number of famous brands loved by young people in China gave a real 50% discount in this Taobao promotion, which is indeed a huge attraction.

Taobao registered users over the age of 30 pay more attention to daily necessities and firewood, rice, oil and salt.

For these users, Taobao has taken great efforts. It can be said that all the daily necessities, firewood, rice, oil and salt products launched by Taobao this time make its audience have a strong desire to buy, because the price is really cost-effective, which is more cost-effective than the price users buy in any other channel!

With its powerful, perfect and attractive promotion activities, Taobao has attracted a lot of users' attention. At the same time, it also uses amazing data to shock all enterprises participating in this activity.

Taobao didn't take pre-sale this time, so there was no direct data to estimate the sales volume. However, the number of users who joined the shopping cart and the number of users who collected can still directly reflect the approximate sales volume of a product during the future activities.

For example, a shampoo brand owned by P & G company launched a very preferential family suit combination in this activity. 1500 ml large bottle of shampoo plus 1500 ml large bottle of conditioner. At the same time, a set of 200 ml small bottle of travel suit and a towel with logo of the brand are also presented.

Originally, the price is more favorable than the shopping mall, and there are three kinds of freebies more than the shopping mall. At the same time, on this basis, coupons of 199-50 are supported. Many users over 30 who have never experienced online promotion are extremely excited about the promotion. In 12 hours, more than one million users have added the package to the shopping cart or collection.

More than one million people will join the shopping cart or collection in 12 hours. Although it's impossible to multiply 16 by 8 days, it's not too big a problem to multiply by 5. In that case, it's 5 million sets, even if the final conversion rate is only half, it's 2.5 million sets! For enterprises, this data is just a shock and ecstasy.

Li Mu hopes that this round of activities will completely open up the situation of e-commerce. Not only should Internet users get used to buying electronic products on the Internet, but also let them get used to buying all the other daily things on the Internet, and induce them to form the consumption habit of online shopping. To achieve this goal, we must achieve a large proportion of price reduction and promotion in the commodity itself.

Small profits and quick sales are the most typical business rules in the field of e-commerce. Platforms like JD are abnormal in the promotion of FMCG sales. Many people usually don't feel anything, but if you estimate its sales slightly, you can guess a rough picture by looking at its front desk data.

For example, in the search of shampoo in Jingdong, there are more than 760000 comments on a series of shampoo and conditioner of a ting brand. There are five products in this series, with the unit price of 65.9 yuan. Suppose that the comment ratio of users in Jingdong is 5:1, that is to say, behind the 760000 comments, there are at least 3.8 million purchases! And because most users are not used to commenting, the proportion may be higher.

3.8 million times of purchase, the unit price is 65.9 yuan. The sales volume of this series of products in Jingdong is 250 million yuan!

In the same way, the iPhone 6S has more than 780000 reviews on its products in Jingdong. According to the 5:1 purchase review ratio, the actual sales volume is 3.9 million units. The unit price of the iPhone 6S is much higher than that of the shampoo. The comprehensive pricing of various capacities is different. Assuming the average transaction price is 5500 yuan, then Jingdong sold the iPhone 6S worth 21.45 billion!

To put it another way, if the higher the price of a product is, the higher the user's enthusiasm for comment will be. If the purchase comment ratio of Apple's mobile phone is 2.5:1, then JD has sold at least 10 billion yuan of iPhone 6S!

Just a product, it sold tens of billions of yuan! And it's still self operated! Such a platform is just abnormal. It will make all enterprises attach great importance to it, and the right of discourse is very strong. And even if it has been losing money on its books, its valuation is extremely high.

What Li Mu wants is to erect the abnormal image of Taobao in front of all enterprises through this activity. As long as this success is achieved, all enterprises will become the most loyal suppliers and partners of Taobao in the future.At that time, they not only wanted to give Taobao more preferential conditions, longer accounting period, but also more customized services. Maybe in the future, every brand under P & G will launch a dedicated Taobao suit for Taobao, and maybe many mobile phone manufacturers would also like to launch a dedicated mobile phone for Taobao, which can greatly improve the platform and brand awareness of Taobao.

In the past 12 hours, Taobao has not only let netizens all over the country enter the rhythm of online shopping Carnival and crazy scavenging in advance, but also excited all brands participating in the promotion. At the same time, it has also made the number of users of its platform continue to rise, with great gains.

But the past 12 hours of letao are really miserable.

The promotion data from the street to the death makes Ma and the whole lotao team fall into deep despair.

No matter at any time, the data will not lie. If it goes on like this, 13000 registered users will be registered in 12 hours, 26000 users will be registered in one day, 30000 users will be counted in one day by optimism, and 240000 users will be registered in eight days

If more than 16 million promotion costs go down and only 240000 registered users, it will surely become the biggest joke and the most failed promotion case in the Internet industry since its birth.

The cost of acquiring users for any platform or product will not be so high.

If there are only 240000 registered users, how many users will have consumption behavior when it comes to promotion? Even if we are optimistic, 50% of the users will place an order and the average customer price is 100 yuan, then the sales volume of the whole promotion is only 12 million

This data makes people want to die!

On the one hand, Li Mu took eBay as a shareholder in PayPal, and the three-way joint-venture PayPal was immediately favored by the United States. The valuations of the three companies all rose rapidly because of this cooperation;

on the other hand, boss Ma took Alibaba bar, Amazon, dangdangdangdang, and the three-way joint venture launched a Loto and a promotion campaign. The advertising budget alone was more than 16 million, and finally the promotion was carried out The total sales of the event is only 12 million! Moreover, the total sales volume of 12 million yuan is almost no profit. Considering the human and material resources invested, letao will lose more than 20 million yuan in this promotion

If the two situations are compared together, boss Ma almost wants to open a ground seam and drill in.

William Yang is also embarrassed. What should I do? Amazon also wants to take advantage of letao to enter the Chinese market. Now, as soon as it steps out of the first leg in China, it steps on the trap under Li Mubu. The money loss doesn't matter. But considering the impact on the whole Amazon's strategic planning in China, the indirect loss is still very large.

But he can't help it. At present, letao is almost beaten on the ring by Taobao. There are no judges on the ring. Who can save letao at this time?

The despairing boss Ma burst into a rage and said to everyone in the conference room, "we can't wait to die! It seems that the whole promotion that was set before has been almost defeated by Muye technology. We must think of other ways! "

Lu Zhaoxi said: "in this case, instead of spending so much money on promotion, we should just throw money on users. When we transform users through media and are so confused by Li Mu, the acquisition cost of a registered user is more than 75 yuan. Wouldn't it be better if we change our thinking and directly give money to users?"

Said, Lu Zhaoxi added: "if we can give each registered user 20 yuan cash discount, the number of registered users will increase dramatically!"! It's much better than using 75 yuan for a registered user! "

Boss Ma asked him, "do you mean to give the money directly to users? Let users consume freely? Is there a threshold for use? "

Lu Zhaoxi said: "the threshold for use must be set. Otherwise, once there is a gap that can be drilled directly, we may not be able to close it. We might as well use Taobao to issue coupons. Don't they have several full and reduced coupons? Then we will simply give each user a coupon full of 99 minus 20, which can be used on the basis of 20% discount for the whole show. "

Cai Chongxin said: "Laolu, don't forget that even if we temporarily change our thinking and increase our promotion efforts, we still need to rely on the media to deliver the news of increasing our promotion efforts. Otherwise, even if we reduce our discount by more than 99 to 50 for users, users can't receive the news at all, so our promotion costs can't be saved."

Lu Zhaoxi smacked his lips.

I was a little excited and a little one-sided. I just thought that instead of spending 75 yuan for a registered user, I would take the money to directly subsidize the user, but I neglected that no matter what promotion strategy letao changed, it must rely on the media for information delivery. So it is impossible to save the promotion money. The only thing I can do now is to find a way to increase the transfer of promotion Conversion rate.

The whole audience was thinking, and boss Ma frowned and said nothing.

Now it seems that there are three ways to improve the promotion conversion rate.

The first method: it's too late to hire a first-line star for advertising, but the promotion time of 929 can't be changed. At this time, it's probably October to find the star, talk about the price, take the advertisement, post production, etc;The second way: take Taobao's way and find a lot of famous brands to join in. The brands of letao's activity, whether in quantity, quality or popularity, are all thrown out of hundreds of streets by Taobao. If you can find a way to enhance the brand's attraction, you can certainly enhance the transformation. But the question is coming again. Who can we cooperate with at this time? Taobao is covetous. Big brands will not take the risk of offending Taobao to cooperate with letao, so this road is hard to get through.

the third way: improve the promotion! Taobao is not the full reduction of all kinds of gears. Is there a coupon of 199-198? NATAO also launched additional coupons to attract users' attention with solid offers.

For now, only a third approach seems to be the only way out, but the problem is the same.

Once the decision is made to give users an extra discount, it means that letao has to bear the cost of the extra discount. If it really attracts many users, it will be a big expense. The original profit space is very low. If it reaches 99-20, basically, for every 99 yuan purchased by users, letao has to post back at least 15 yuan.

Boss Ma is not afraid to lose some money, but he is afraid to take the rhythm. The current Internet industry has not really entered the stage of burning money, but Li Mu forces boss Ma to the point where he has to burn money to be able to recover. Boss Ma is very worried. What he is worried about is that once this unhealthy competition mode is started, what should Taobao do in case of full follow-up ?

What if Taobao is willing to lose 30 million yuan to fight with itself in case of its decision to lose 10 million yuan?

I don't have much cash in my hand, but in Li Mu's hand, there are at least billions of deposit payments on taobao.com!

If you work so hard with Li Mu, if you can't keep up with your money, you'll fall short

……

PS: I've been too busy recently. I'm almost two points after finishing the second job. I'm really tired. I hope you can try your best to support the original and vote for one more monthly ticket! Thank you! Ask for another monthly pass before you go to bed! Brothers and sisters, we must fight to the end!

Busy sb, all the calculation problems are wrong, ha ha ha, I've convinced myself