Chapter 964

Li Mu rushes to Taobao. About 80% of the employees have had a holiday and rest. The rest are mostly technicians to ensure Taobao's normal visit and order during the whole national day holiday.

Master Lei and senior brother Liu are workaholics. They are no less devoted to their work than Li Mu. Therefore, on the first day of the National Day holiday, they are no less lax than on the normal working day. It is precisely because they are highly responsible for their work that they are able to know everything about letao.

When Li Mu came to the company, they immediately joined in Li Mu's office. After they had introduced the situation clearly for more than ten minutes, Li Mu's eyebrows were locked tightly.

The situation is really a bit overwhelming. C2C sellers are innumerable sellers all over the country. To be clear, every online shop owner is an ordinary individual user. Taobao, as an enterprise, has very unequal communication and interaction with these individual users. It seems that the platform is in an absolute dominant position, but Li Mu knows that it is true In operation, the platform should not be too hard, otherwise it will easily cause the user's psychological resistance.

Therefore, this first negates a solution: Taobao sellers must not be forced to operate across platforms. What the platform wants to create for these individual sellers is a good atmosphere of free operation. Once the platform exerts the power doctrine on the basis of free operation, it will be rejected by users. If Li Mu is willing to let the platform display the power in order to fight against counterfeits, but this kind of The situation can't be dealt with forcefully in any case.

What's more, the individual seller itself is a free individual. It's no use if you explicitly restrict him from opening a shop in letao. He can still open a shop in letao by changing his online shop name. This kind of thing can't be restricted by regulations.

The only thing that Li Mu is happy about is that the view of Lei and Liu is the same as that of themselves. Everyone is not willing to break the balance between the platform and the seller because of the threat of letao.

But here comes the problem.

The conditions of letao are really very rich for these small and medium-sized sellers who have no cost to open online stores. If not limited, there will be a large number of Taobao sellers opening stores in letao at the same time in the future. If they try to lure users from Taobao to letao to place orders, they are likely to bury a huge time bomb for Taobao.

There's no good way for the three of them at one time.

Elder martial brother Liu frowned tightly and said anxiously, "letao is obviously the last fight. If they seize the opportunity to stand on their feet, they may be forced to dig a way out. Now we feel that there is no place to use it. It's like punching cotton hard. It's too hot!"

"I think the most important thing is that if letao makes a living at this point, the situation we set for them will be useless," said Lei

In a word, wake up the dreamer.

Li Mu suddenly woke up and blurted out, "yes! Our ultimate goal is to block letao in an all-round way, leaving only fakes for them. If we let them activate the whole C2C this time, all the layouts will lose their meaning. "

Li Mu is very clear in his mind that if he wants to kill letao by relying on E-commerce's legislation of selling fake products, he must force letao only to sell fake products. He must let the platform know about the fake products and even actively encourage them to sell fake products. Otherwise, to let him go out, he will go back to the old way of Taobao. Even if the legislation of selling fake products is enacted, he will rectify it at most, which will not hurt the root.

Three people exchanged a look at each other, no one has a better way.

"We have tens of thousands of sellers. It's very difficult to control them," said Lei

Elder martial brother Liu said: "otherwise, we will fight a subsidy war like letao. Isn't he subsidizing 5%? We subsidize 8% or even 10%. "

"It doesn't make sense." Li Muli waved: "the subsidy is only one thing. If we offer a higher subsidy than him, we can only make sure that our sellers don't dig our users, but we can't prevent our sellers from opening stores in letao. The sellers have no obligation to operate only on one platform."

If everyone is competing to burn money to subsidize users, Li Mu is willing to take this pace, just like the battle between didi and kuaidi. After all, users are the most important for any product, and users are exclusive. The reason why didi and kuaidi keep burning money is that no one dares to relax once there is any one Fang lax, can't keep up with, then the user will all flow into the product of the opponent.

But Li Mu thinks it's not meaningful to compete and burn money to subsidize the seller, because the seller, like the taxi driver who was in didi and quick order receiving, is always pursuing the best interests, so it's not exclusive at all. When the two enterprises are crazy about burning money, most of the car rental drivers use didi and quick order receiving at the same time, in this case, they also compete and subsidize the driver , it won't work.

"I think what we have to do now is to pull the focus of competition from the seller back to the user," said Li Mu Tuo after a long time of thinking

They looked at Li Mu and said, "what do you say?"Li Mu said: "it's very simple. First of all, let's not think about how to prevent sellers from opening stores in letao, but let our sellers realize the huge user flow and huge profit space of Taobao, let them understand the importance of platform users and the importance of platform credit. To put it bluntly, let the sellers realize the extraordinary development potential of Taobao and attract them to Some of them are focused on how to manage their Taobao stores. "

Li Mu further explained: "first of all, from today on, we are going to put advertisements on the whole network, and we are going to put vertical advertisements for direct products. These advertisements do not push the products of cooperative enterprises, but only the products of ordinary sellers, so that the users of the whole network can directly see the product advertisements, click directly to enter the product details page, and use this method to increase the turnover of 2C business , let all small and medium-sized sellers see the huge strength of Taobao in 2C business. "

Professor Lei said: "in other words, we are going to start to work on C2C now?"

"That's right." "We need to send a signal to all small and medium-sized sellers through a large-scale promotion: Taobao needs to develop C2C, which is a once-in-a-lifetime opportunity for every small and medium-sized seller," Li Mu said

Senior brother Liu asked Li Mu, "you just said that we are going to put vertical ads. how are you going to operate this?"

Li Mu said: "in terms of vertical advertising, we need to talk about cooperation with all domestic websites with a certain traffic base. We need to buy out a floating window advertisement for a long time. The floating window advertisement will present the patterns and information of 4-8 kinds of commodities to users at the same time. After users see it, they can directly click any kind of commodity information and jump to the detailed page of the commodity. ”

elder martial brother Liu sighed: "then the promotion is too strong, and you said that only small and medium-sized sellers, so many small and medium-sized sellers, how can we reasonably allocate?"

Li Mu said with a smile, "that's another point I just said. From now on, we should let our small and medium-sized sellers realize the huge profit space of Taobao, and let them focus all their energy on how to operate their Taobao stores well. In this way, they will naturally not have the energy to operate other platforms, even if they are in other platforms When he opened a shop on the stage, he would not devote himself to take care of it, because all his energy is on Taobao. "

Said Li Mu: "I have two ideas about this: one is vertical advertising, how to allocate our vertical advertising? It's very simple to assign to shops with high level, high activity in the near future, high visit volume, high transaction volume and even high user consultation volume, develop a set of algorithm, and work out a weight calculation system. For those shops with high weight indexes in the near future, our algorithm will automatically push the products with the highest domestic sales volume to our vertical advertising, and directly give them violent drainage. "

"For example, if Wang has a shop selling women's clothing on Taobao, in the recent period of time, he manages his own shop with his heart. In the unit time, he has many new products on the shelves, attracted many users' attention, consultation and even placed orders for transactions. Moreover, users generally have high evaluation and low complaint rate, then his weight will be in a ratio as a whole At a higher level, he is the potential target of our support. "

"It's just that his shop has one of the most popular women's knitwear, which proves that the knitwear itself is the product with the highest conversion rate in his shop. Then we can directly import the traffic into the page of this knitwear, and the conversion rate of the traffic can be guaranteed naturally. For Wang, for himself, our whole network diversion is likely to bring to him within one day Tens of thousands, hundreds of thousands of visits, tens of thousands of consultations and thousands of transactions. If one transaction costs 50 yuan, we can bring him more than 100000 yuan in one day. In this way, he will naturally regard Taobao store as his most important business object, and the temptation of other platforms to him will naturally be much weaker. "

"Once we start to use resources to push products across the Internet, our daily display exposure may reach more than 10 million times, and we can benefit a large number of Taobao sellers every day. At that time, we will tell the sellers several key points that affect the weight, as long as we don't tell them the specific algorithm, it's OK. As more and more Taobao sellers are benefited, other sellers will naturally become more like this Rush, try every way to improve their own weight, at that time, they naturally have no time to care about the fun. "

After a moment's silence and thinking through several key links, they nodded and said: "this is a very good way. If we let all Taobao sellers realize the huge revenue potential of our platform, they will work hard on our platform."

"Support is just one of them, and there is a more important one," Li said

"What is it?" they asked at the same time

Li Mu said: "flow support is a temporary good, not a long-term way, so we have to give our small and medium-sized sellers a clear step up, a long-term step up."

Li Mu then said: "in the future, both the external and internal traffic of Taobao will give more resources to high-level sellers, so that the sellers can clearly know that the higher the level of sellers in Taobao, the more additional resources they can get, and the more money they can make. In this way, they will naturally try their best to improve their own etc Level, the higher the level, the more importance he attaches to Taobao stores. ""I see what you mean," Lei said happily. "With all these efforts, sellers can't do without Taobao. He puts Taobao in the most important position and fundamentally weakens the influence of other platforms on them."

Li Mu nodded, "it's meaningless to tie them with regulations and restrictions. Only with money and interests can they be firmly tied to our platform."

"I have a suggestion. In the future, our search function will be ranked by the seller's credit rating by default. The higher the seller's rating is, the higher its products will be."

Li Mu said: "this is too absolute, but it will make low-level sellers lose confidence. Why not? In the future, the first three products of search results are high-level sellers by default, and the others are still in accordance with our previous default integrated algorithm."

After a moment's deliberation, bishop Lei thought that Li Mu was obviously more thoughtful and nodded, "OK, I'll give instructions to the technical department later and adjust it as soon as possible."

Li Mu nodded, smiled and said, "although we can't force our sellers to open a shop in letao, we can still give them a little trip."

When they saw Li Mu's face was full of bad smiles, they immediately raised their eyebrows and hurriedly asked, "what's the best way?"

Li Mu said with a smile, "doesn't letao want to collect information for them and put them on the shelves automatically? Then, before they start to do it, we need our technical department to immediately develop a set of watermark function, which can add the logo watermark of Taobao to all the pictures of our products on display. In the future, the sellers will automatically add the logo of watermark to the pictures when they put the new products on the shelves. In this case, their automatic collection will be abandoned. "

Elder martial brother Liu clapped his hands and said excitedly, "good way! If all the photos have the watermark of our Taobao website, letao can't collect them automatically even for the sellers. They can't allow the pictures on their pages to be full of our watermark logo! If you have to do manual processing one by one, even if you are tired to death, if you need our seller to upload one by one in letao again, then "

Professor Lei is also excited to say:" this method is too good! It's better to set multiple locations to increase the logo, which will appear randomly from top to bottom, from left to top, from left to right, from left to bottom to right, so as not to block them in batches with technical means! "

Li Mu laughs: "OK! Just do this, immediately communicate with the technical department, and realize this function as soon as possible! "