Chapter 949

Zero on September 30.

After 24 hours of sales promotion, Taobao's final one-day sales volume was fixed at 8.22 billion yuan.

8.22 billion, for the Internet industry, it is absolutely a horrible number everywhere!

More than 10 million users place an order, and the average consumption of a single user exceeds 800 yuan, which is another incredible data.

When zero one arrived, the whole Taobao website was full of excitement. All the employees who fought here were celebrating the huge victory. Even Li Mu, who had always been calm, was stunned by the number.

Li Mu naohai doesn't have any data that can reflect the consumption ability of Chinese consumers in 2002, but his taobao.com, with its mature form that exceeds the history and countless times of all competitors, successfully stimulated the online shopping craze of the whole people in 2002.

The whole activity, which Taobao brought to consumers all over the country, is a real discount. No matter it's firewood, rice, oil, salt, daily chemical clothing, even office stationery, all the activity commodities are unprecedented.

It can be said that in one day, Li Mu has successfully overdrawn the needs of tens of millions of users in daily necessities for several months.

But fortunately, there are more than one billion people in the country, hundreds of millions of urban people, and the part of their overdraft will not have a huge impact on the demand of the whole urban population for daily necessities.

Also at zero sharp, YY net published the sales data of 929 promotion of taobao net to the netizens all over the country. The whole net was shocked!

Not only netizens, but also editors of other websites, journalists and staff of major media can't believe it!

Although it's 12 o'clock in the morning, there is still a huge discussion upsurge on the Internet. Under almost every news about the sales volume of 8.22 billion of the 929 promotions of Taobao, there are countless netizens discussing:

"Taobao's daily sales volume is 8.22 billion?! Is it possible to be so tall? "

"Too much water, right? It's still 8.22 billion. Why not say 10 billion? "

"8.22 billion? How many things did Taobao sell? "

"A website sells 8.22 billion goods a day! What can I say but perverts? "

Many netizens also said:

"8.22 billion? Our family bought more than 3000 yuan in Taobao today. "

"Today I placed eight orders, four from my family and four from my neighbors, waiting for delivery!"

"My mother bought all the washing powder and shampoo for a year! Support Taobao! "

"Online shopping is so convenient. As long as I can buy things online, I won't go to physical stores!"

Li Mu rationally analyzed several reasons for such a high sales volume in this big promotion:

first, the scale of publicity is huge, and the lineup of 18 stars is unprecedented in the enterprise publicity in recent years;

Second, the preferential intensity is large enough. Taobao.com cooperates with so many well-known general merchandise enterprises, and the preferential scheme launched is consumers Consumers naturally flock to the low price they have never seen before;

Third, the promotion mode is novel, and various promotion methods of full coupon reduction make users constantly gather pieces and pieces. In the 8.22 billion sales, a considerable part of them actually belong to the overbooking behavior of consumers;

Fourth, the competitors are weak, and letao's activity has been completely ruined, which basically doomed it Taobao is in a state of aloofness to seek defeat even if one of the other e-commerce platforms doesn't dare to follow up, not to mention competition; this time, Taobao's promotion has been a great success, which is crucial to Taobao's next development. What Li Mu cares about is not how amazing the figure of 8.22 billion is. What he cares about is that through this time, Taobao is in a state of detachment The influence of promotion, the new consumption form of "online shopping", is really embedded in the daily life of consumers.

How many consumers can take this opportunity to learn about online shopping and become online shopping users;

how many online shopping users can become deep online shopping users through this promotion;

more new users and more deep users are the key indicators to improve the overall volume of Taobao. So for Li Mu, the real significance of this promotion lies in these two points 。

……

When Taobao celebrates the victory and the whole network is eager to discuss, Ma, the boss far away in Hangzhou, is extremely depressed.

In the past 24 hours, the total sales volume of letao.com is only 18 million.

Behind the 18 million is the cooperation of several companies and the support of more than 16 million publicity budget. The total investment of activities alone is more than 20 million. As a result, the sales volume is not as high as the total investment, which is a failure to the extreme.

At the moment, boss Ma looks at the news of Taobao's daily sales of 8.22 billion yuan and the data of his platform's sales of 18 million yuan. The whole person is extremely dispirited. This time, he has been repeating two words in his heart: "failed! It's a failure! "

It's a failure!

From the beginning, he was beaten by Li Mu. It's just the same way of bombardment, which makes boss ma have no chance to breathe.In addition, sun Zhengyi and Amazon both gave up on the spot, leaving boss MA in a helpless situation. He also understood that this time, letao failed. In the future, neither of the two companies will invest any more money in letao.

The most painful thing for boss Ma is that he doesn't know what to do next.

At a time when everyone was in great depression, boss Ma went back to his office silently, slumped down in his office chair and thought about where he would go next.

When letao was founded, Softbank and Amazon respectively invested a sum of money. Although what they actually invested was only part of the promised investment, the scale of money actually lying on letao's account was more than ten million dollars, and now there are still millions of dollars left, which is all the property of letao.

At present, boss Ma has two choices: either give up lotao, the shareholders start to liquidate, and finally everyone divides the rest of the money in the account, and the company declares bankruptcy; or, take the millions of dollars and stick to it, find other opportunities, and wait for the money to be spent and the company to be completely finished.

For boss Ma, the first choice is that he is definitely unwilling to do it, but if the two investors decide to do so, he can only comply with the requirements of the investors.

As for the second option, Ma's boss is also hesitant. If Softbank and Amazon are not ready to liquidate, these millions of dollars may be their last fight in 2C retail industry.

From the bottom of his heart, boss Ma still hopes to keep going. He is a man who refuses to lose, and he has a natural hatred for those who have defeated him. Li Mu's several confrontations have made him position Li Mu as a lifelong enemy in his heart. If he accepts failure completely at this time, he may lose the one who has defeated Li Mu in his life opportunity.

However, boss Ma also knows that Li Mu has grown to such a large scale. Even if he fights again, it's hard to find a breakthrough point to compete with Li Mu. That is to say, even if letao continues to stick to it, his future is slim.

Just as boss Ma sighed, Lu Zhaoxi knocked on the door and came in. Looking at the dispirited boss Ma, he sighed and said, "Mr. Ma, I just thought about the next step of letao. I have some general ideas to touch you."

Boss Ma nodded softly: "sit down and say it."

Lu Zhaoxi sat down in front of boss Ma and said, "I think we chose the wrong direction at the beginning."

Boss Ma frowned: "as you like, how can I say that?"

"2C business is the core of the retail end of e-commerce, which is beyond doubt, but we should not have seen Taobao brand day well done, so we could not help but deviate from the route," said Lu Zhaoxi

Speaking of this, Lu Zhaoxi saw the solemn expression of boss Ma and explained: "Mr. Ma, what we are doing now is more like B2C than C2C. B2C is what Li Mu is best at. Whether it's brand day or 929 major promotions, the core of his success is the deep cooperation with brand enterprises, which we are extremely short of. That is to say, if we continue to work against Taobao in the B2C field, Li Mu will always crush us as a whole. In this way, why don't we avoid his vanguard and choose him not What about C2C? "

Boss Ma was silent for a moment: "you mean to give up B2C completely and become a C2C platform only for small and medium-sized sellers?"

Lu Zhaoxi nodded and said, "that's right! If you think about it, most of Taobao's energy is on brand enterprises, but I believe that most Chinese consumers will tend to choose small brand or non brand products, especially clothing, for the comprehensive consideration of cost performance and other aspects. "

"In Hangzhou's Sijiqing wholesale market, there are millions of clothes sold every day. These clothes flow from small-scale clothing enterprises in Hangzhou to Sijiqing wholesale market, and then from Sijiqing to clothing stores all over the country. Compared with brand clothing, the proportion of these clothes in the whole clothing consumption is actually larger, and there are more than tens of millions of small and medium-sized clothing in China Every shopkeeper is a potential small and medium-sized seller. They have a source of goods and a physical store, but the physical store can only cover the small area where they live. If they open an online store in letao, they will have the opportunity to cover the whole country, and there is no extra cost to open an online store. A computer is enough. Why not? "

Boss Ma seriously thought about what Lu Zhaoxi said. He couldn't help but see!

What Lu Zhaoxi said is very reasonable. Taobao.com is working closely with brand enterprises. It has lost its mind and chooses to work against Li Mu at the level that Li Mu is best at. It is doomed to fail.

However, regardless of the brand, in fact, the non brand middle and low-end products are a market with larger capacity. If the owners of small and medium-sized clothing stores across the country can be transformed into the owners of letao, it is also a new development opportunity for letao.

Even if letao is developed into the Four Seasons Green in the field of e-commerce, it is much clearer than its current positioning, and it is also a bit more successful.

Immediately, boss Ma perked up and asked Lu Zhaoxi, "this is a good idea, but the first thing is to investigate the situation of small and medium-sized sellers on Taobao. There are many users and large flow of Taobao. Even if they don't actively support small and medium-sized sellers, small and medium-sized sellers should also have a certain profit space. First look at small and medium-sized sellers on Taobao The seller's development situation, it's better to be able to dig a batch of them to open a shop on taobao.com and letao.com at the same time. For them, opening a shop on both sides doesn't need extra cost at all, and can increase a share of income. Why not? "Lu Zhaoxi nodded: "I immediately started to investigate the specific situation of Taobao small and medium-sized sellers, and made a detailed investigation report as soon as possible."

Boss Ma waved his hand and said: "not at this moment and a half, everyone is tired today, and the time is not early. In my opinion, let's go home from work and have a good rest..."