RINAPE :: Volume #9

#850: The promotion of Boss Ma plans

LNMTL needs user funding to survive Read More

Li Mu in arrangement general merchandise promotion, in Hangzhou Boss Ma, as if by prior agreement chose the same direction with him. 李牧在筹备百货促销,远在杭城的马老板,不约而同的跟他选择了同一个方向。 LeTao might be called China internet in 2002 most destiny erroneous product, did not have one. 乐淘堪称华夏互联网在2002年度最命运多舛的产品,没有之一。 This product is Boss Ma initially in realizing Li Mu seized the 2 c business, the request team with the shopping platform that the quickest speed built, however one after another accident and influence, made its unceasing postponed to get online the time to shortly to September, even Sun Zhengyi (Masayoshi Son) somewhat could not wait, for did not make the capital lose the confidence, Boss Ma he elects at present no other, can only brace oneself arranges to get online again. 这个产品是马老板当初在意识到李牧抢占2c业务时,要求团队用最快的速度搭建起来的购物平台,但是接二连三的变故与影响,让它不断的推迟上线时间眼看要到九月,连孙政义都有些等不及了,为了不让资本失去信心,马老板眼下别无他选,只能硬着头皮再一次筹备上线。 This time, Boss Ma is very at heart clear, oneself are impossible to delay the LeTao online time with any reason again, in September gets online is imperative, moreover he is clearer, LeTao looks like a launch vehicle, once launches, opportunity only then one time, if oneself were defeated, the capital is impossible to give the opportunity to come again the second time. 这一次,马老板心里很清楚,自己不可能再用任何理由拖延乐淘的上线时间,九月上线已经是势在必行,而且他更明白,乐淘就像是一枚运载火箭,一旦发射,机会只有一次,如果自己失败了,资本不可能再给自己机会再来第二次。 Boss Ma LeTao, like the South Korean indenpendently developed Naro-1, for various reasons, postponing firing time, but also is finally difficult to escape to soar to the heavens the destiny of big firecracker. 马老板的乐淘,像极了韩国自行研制的罗老号,由于各种原因,不停的推迟发射时间,但最后也难逃冲天大炮仗的命运。 However Boss Ma did not think that LeTao will certainly be defeated, he instead felt, oneself this chance of success is very big, because he stares to tighten the level foundation livelihood of the people level that Li Mu had not cared about. 不过马老板并不觉得乐淘一定会失败,他反而觉得,自己这次成功的几率很大,因为他盯紧了李牧没有顾及到的层面基础民生层面。 Brand Day of Taobao net especially is truly dazzling, various electronic products sell fiery/popular extremely, had the large amount of turnover to the present Taobao net every day, 70% came from the electronic products, remaining 30% came from the consumer to consumer middle-and-small seller. 淘宝网的品牌日确实格外炫目,各种电子产品卖得极其火爆,到现在淘宝网每天还有巨额的成交量,这其中有70%来自于电子产品,剩下的30%来自于c2c的中小型卖家。 However Boss Ma discovered an issue, Taobao pays great attention to the electronic products, its most recommendation display spots gave various electronic products from Mango mp3, to the Hasee complete machine, electronic products in Taobao almost Tyrant screen. 但是马老板发现了一个问题,淘宝太注重电子产品,它的大部分推荐展示位置都给了各种电子产品小到mango的mp3,大到神舟的整机,电子产品在淘宝几乎霸屏。 It looks like in Boss Ma, this is the Li Mu hundred dense sparse huge potential flaws, in present this crucial point, makes the electronic products truly most to reduce effort, one is the consumer demand quantity is big, another online sale electronic products can have relatively big price advantage, but also is the electronic products volume relatively is at one's convenience small, weight relatively to be light, the price relatively higher characteristics, will make the electronic products the logistics pressure on be lighter. 在马老板看来,这是李牧百密一疏的巨大潜在破绽,在眼下这个节骨眼上,做电子产品确实最省力,一个是消费者需求量大,再一个线上销售电子产品能够拥有相对较大的价格优势,还有便是电子产品体积相对较小、重量相对较轻、价格相对较高的特点,做电子产品的物流压力会轻很多。 Boss Ma felt, Li Mu definitely also ate the benefit on the electronic products, therefore held on to this point to catch up fiercely, hopes that can pass, but Boss Ma that the electronic products did actually saw the stamina of electronic products was insufficient. 马老板觉得,李牧肯定也是在电子产品上吃到了甜头,所以才抓住这一点猛发力,希望能够把电子产品做的更透,但是马老板却看出了电子产品的后劲不足。 In the final analysis, the electronic products do not disappear quickly, the market is requires the time to rest and build up strength, with the lapse of time, the electronic products turnover of Taobao net will certainly drop slowly, finally tends to the rationality, in this case, oneself must hit the variation to compete with Li Mu, don't you make the electronic products of low expense frequency and high guest unit price? Good, I make the daily use articles of the high consumption frequency and low guest unit price! 说到底,电子产品不是快消品,市场是需要时间来休养生息的,随着时间的推移,淘宝网的电子产品成交量一定会慢慢下降,最终趋于理性,在这种情况下,自己就要跟李牧打差异化竞争,你不是做低消费频次、高客单价的电子产品吗？好,那我就做高消费频次、低客单价的日用百货！ The variation competition in one of the best ways in front of the giant surviving, when the automobile magnates in the world unceasing open fight between factions in various type models, the Tesla new energy automobile is the typical example of variation competition. 差异化竞争是在巨头面前生存的最佳方式之一,当全世界的汽车巨头都在各类型车型上不断火并的时候,特斯拉的新能源汽车就是差异化竞争的典型实例。 Tesla chose a blank domain of competitor is the breakthrough point, fundamentally differentiated with the opposite party, when other manufacturers in the research power, oil consumption, the hybrid power and gear box shift number as well as shifting gears logic these with the issue that the fuel engine was closely linked, Tesla abandoned the fuel engine, to abandon the gear box, to abandon the oil consumption, distinguished right from wrong by own core selling point and competitor. 特斯拉选择了一个竞争对手的空白领域为切入点,从根本上与对方区分开,其他厂商在研究动力、油耗、混合动力、变速箱档位数以及换挡逻辑这些与燃油发动机息息相关的问题时,特斯拉抛弃了燃油发动机、抛弃了变速箱、抛弃了油耗,让自己的核心卖点与竞争对手泾渭分明。 The idea of Boss Ma is also so, he is very clear, can invade e-Commerce that the common people live truly, is true e-Commerce, therefore he felt, Li Mu has not looked for certainly the essence, but the true essence had been completely understood by him, is to make to be closely linked with the common people disappears quickly. 马老板的想法也是如此,他心里很清楚,能真正入侵老百姓生活的电商,才是真正的电商,所以他觉得,李牧并没有找准精髓,而真正的精髓已经被他看透,就是做一切与老百姓息息相关的快消品。 Therefore he holds the core level conference in the interior, proposed the core idea of making the daily use articles big promotion, his team has been used to take him as the absolute core, therefore has no opinion to this decision. 于是他在内部召开核心层会议,提出了做日用百货大促销的核心理念,他的团队早已经习惯了以他为绝对核心,所以对这个决定没有任何意见。 Set the direction, must carry out the plan surely, Boss Ma the big level has two types to carry out the plan to be possible at present to elect, first: Self-management, first purchases from the enterprise like Li Mu, then sells and distributes ; Second, with most meets the consumer to consumer pattern of rusticity, attraction a large number of sellers moves into and makes the seller promote sales together. 确定了方向,紧接着就要定执行方案,马老板眼下大层面有两种执行方案可选,第一:自营,像李牧那样先从企业采购,然后自行销售和配送;第二,采用最接地气的c2c模式,吸引大量卖家入驻、让卖家共同促销。 By Boss Ma current funded position, he very explicit realized oneself do not have the means such to make the self-management like Li Mu, can only choose the second way, makes consumer to consumer, can omit the cost of warehousing and distribution at the same time, on the one hand can transform the Alibaba online small and medium-sized enterprise, making them the LeTao seller, to operate, the promotion that therefore this LeTao gets online, Boss Ma must use dozens even over a hundred shops to unite the pattern of big promotion, self-management is entirely different for the lord promotion with Li Mu that type. 以马老板目前的资金情况,他很明确的意识到自己没办法像李牧那样做自营,只能选择第二种方式,做c2c,这样一方面可以省去仓储、配送的成本,一方面又可以把阿里吧吧网上的中小型企业转化进来,让他们成为乐淘的卖家、自行经营,所以这一次乐淘上线的促销活动,马老板也是要采用数十家甚至上百家店铺联合大促销的模式,和李牧那种自营为主的促销截然不同。 Arranged main direction that carries out the plan, is conducts the refinement to the entire plan, for example: Breakthrough point refinement of this promotion. 定好了执行方案的主体方向,紧接着就是对整个方案进行细化,比如:这次促销的切入点细化。 The category of daily use articles is too big, to the Alibaba strength, get online on the shop too big activity at present is not realistic, therefore Boss Ma decided that chooses two refined breakthrough points to take this promotion the core sector. 日用百货的范畴太大,以目前阿里吧吧的实力,一上线就铺太大的活动根本不现实,所以马老板决定选择两个细化切入点来作为这次促销的核心领域。 These two refined breakthrough points respectively are: day melts and clothing. 这两个细化切入点分别是:日化和服装。 day melts is the daily chemical, from cosmetics to body care, again from bath lines to detergent, reason that chooses this classification , because on Alibaba has a large number of domestic middle-and-small daily necessities manufacturers, product although of these middle-and-small manufacturers not too well-known, but the price fall space is the most important thing is big, the enterprise coordination degree is high, looks like in Chief Ma, now the national melts on expense on day is very sane, the influence of big brand is no doubt big, but the percentage of small brand at least occupies most, therefore the products of these small and medium-sized enterprises have the market certainly very much. 日化是日用化学品,从化妆品到身体护理,再从洗浴用品到洗涤用品,之所以选择这个分类,是因为阿里吧吧上有相当一部分国内的中小型日用品厂商,这些中小型厂商的产品虽然不太知名,但最重要的是价格下降空间大、企业配合程度高,在马总看来,现在国民在日化上的消费还是非常理智的,大品牌的影响力固然大,但小品牌的占有率至少占到大半,所以这些中小型企业的产品一定很有市场。 Again speaking of clothing, reason that chooses the clothing, is because Hangzhou has big superior industry. City that the national two clothing manufacturing enterprises huddle together, one is Guangzhou, another is Hangzhou, has a large number of middle-and-small clothing manufacturing enterprise in the Hangzhou suburbs, has the large-scale clothing OEM (original equipment manufacturer) supplier enterprise, Boss Ma is also holding the idea of getting ther first, nearby gains the advantageous resources. 再说到服装,之所以选择服装,也是因为杭城有非常大的行业优势。全国两个服装生产企业扎堆的城市,一个是羊城,另一个就是杭城,在杭城的市郊有着大量的中小型服装生产企业,有大规模的服装代工企业,马老板也是抱着近水楼台先得月的想法,就近获取有利资源。 After arranging the breakthrough point of refinement, again was the specific execution plan. 定好了细化的切入点之后,再接下来就是具体的执行方案了。 Boss Ma hopes that LeTao got online starts immediately day and clothing the promotion, therefore he requested oneself team to make the contact with these small and medium-sized enterprises ahead of time, before LeTao got online, making them accept the cooperation also to start to get ready to construct the shop ahead of time in LeTao, before LeTao got online in September, the Boss Ma request at least reached an agreement over 100 shops to enter ahead of time, meanwhile must complete the propaganda plan, once LeTao got online, must Eachnet these platforms the invitation seller move into LeTao to Taobao and. 马老板希望乐淘一上线就立刻启动日化和服装的促销活动,所以他要求自己的团队必须提前跟这些中小型企业建立联系,在乐淘上线之前,让他们提前接受合作并且开始准备在乐淘建店,在乐淘九月份上线之前,马老板要求至少提前谈好一百家以上的店铺进驻,同时还要做好宣传方案,一旦乐淘上线,就要到淘宝、易趣这些平台上邀请卖家入驻乐淘。 As for specific plan of promotion, what Boss Ma thinks is uses the discount + fulfillment hold/container mail pattern to promote sales, currently under oneself hand has three express companies, the logistics ample capacity is enough, when the time comes can let participate in the promotion the enterprise directly with own express company cooperation, is responsible for wrapping transporting that by own express company, this can reduce the transport expense cost to the full, when the time comes can use the audience 20% discount + full 88 or 99 packages of postal ways advances the activity. 至于促销活动的具体方案,马老板想的是采用折扣+满额包邮的模式来进行促销,目前自己手底下有三家快递公司,物流运力是足够的,到时候可以让参与促销的企业直接跟自己的快递公司合作,由自己的快递公司来负责包裹的运送,这样就可以最大程度降低运费成本,到时候就可以采用全场8折+满88或者99包邮的方式来推进活动。 The audience discount is at present the offline main force promotion way, but fulfillment hold/container mail is another attraction point that in the Boss Ma reference line the characteristics want to come out, although online promotion price small advantage, but the postage cost is not low, calculates that not necessarily really can save money, but if the postage avoids, was very big to the attraction of consumer, once with the fulfillment hold/container mail way, will let the user has „collects list” the subconscious imperceptibly, this and Li Mu wants to do „Full Reduction” basically is exactly the same. 全场折扣是目前线下的主力促销方式,而满额包邮是马老板根据线上特点想出来的另外一个吸引点,虽说网上促销价格便宜,但是邮费成本不低,算下来未必真的能省钱,但如果邮费免除,那对消费者的吸引力就很大了,一旦采用满额包邮的方式,也会无形中让用户产生“凑单”的潜意识,这和李牧想做的“满减”基本上如出一辙。 After the entire promotion plan combs, Boss Ma extremely serious said to the team members: „Our LeTao successes or failures depend on this, from now on, by mid September, we also about 20 days arranges, everyone must hit 12 the spirit to come this matter to complete, asking everyone to remember, this we have complied with the capital, the time that LeTao will get online unable to make any change time again!” 整个促销方案梳理完之后,马老板极其郑重的对团队成员说道:“我们的乐淘成败在此一举,从现在开始,到九月中旬,我们还有二十天左右的时间来筹备,大家一定要打起十二分的精神来把这件事做好,请大家务必记得,这一次我们已经答应了资方,乐淘上线的时间绝不能再做任何更改了！” The team members nod in abundance, now is point of no return, has to send, suddenly, an intense atmosphere spreads in the team quietly. 团队成员纷纷点头,现在已经是箭在弦上、不得不发了,一时间,一种紧张的氛围在团队中悄然传开。 Boss Ma especially is also anxious, seizes the food is not easy from the Li Mu mouth, have dug a pit to him let alone, once Li Mu realized that own movement, Li Mu will certainly exhaust stops themselves and disturbs full power, if online and promotion of plan LeTao exposes, does not know how Li Mu will deal, this issue, thinks then to make the head/number of people big slightly. 马老板也格外紧张,从李牧嘴里夺食不容易,更何况自己给他挖过一次坑,一旦李牧意识到自己的动作,李牧一定会用尽全力来阻拦和干扰自己,如果乐淘的上线和促销计划曝光,不知道李牧会怎么应对,这个问题,稍微想想便让人头大。 However, optimistic thinking, Boss Ma felt own these two promotion combine, should sufficiently to planning carefully the ordinary people brought the enormous appeal. 不过,乐观的想一想,马老板觉得自己这两个促销组合,应该就足以对精打细算的普通老百姓带来巨大的吸引力了。 In his opinion, the retail is the industry that is unable to be monopolized forever, the retail of e-Commerce domain is also same. 在他看来,零售行业是永远无法被垄断的行业,电商领域的零售行业也是一样。 The common people are always choosing are more convenient, more materially beneficial expense channel, so long as push out this activity, making the user realize preferential benefit, then the user will certainly come. 老百姓总是在选择更方便、更实惠的消费渠道,只要自己把这个活动推出去,让用户意识到其中的优惠,那么用户就一定会来。 In the final analysis, what the user buys is the commodity, rather than sells the commodity the store, no consumer only goes to Wal-Mart or Carrefour for a lifetime, before the gate , the newly-opened supermarket has the activity, even without fame, but the price will be materially beneficial they still certainly to come to have a look, this, will be own opportunity. 归根结底,用户买的是商品,而不是卖商品的卖场,没有哪个消费者一辈子只去沃尔玛或者家乐福,门前新开的超市有活动,即便没有名气,但价格实惠他们也一定会进来看看,这,就是自己的机会。 Once oneself attract many consumers in this activity, own LeTao can certainly stand firm, as the matter stands, even if Li Mu turns around to grasp the daily use articles to do against with oneself temporarily, oneself still not necessarily really feared him, after all oneself have been indelib in the daily use articles domain when the time comes, has certain advantage and oneself user community, how Li Mu again domineering, not possible to rob own user, when the time comes matches better following operation way again, LeTao should on be able to depend upon the daily use articles to halt thoroughly! 一旦自己在这次活动中吸引到大量的消费者,自己的乐淘就一定能够站稳脚跟,这样一来,就算李牧临时掉头回来抓日用百货跟自己对着干,自己也未必就真怕了他,毕竟自己到时候在日用百货领域已经先入为主,有一定的优势和自己的用户群体,李牧再怎么强势,也不可能把自己的用户一个个全都抢走,到时候再搭配更好的后续运营方式,乐淘应该就能依靠日用百货彻底站住！ However, Boss Ma basic didn't expect, Li Mu although has not made Taobao display any to concentrate on the daily use articles the sign, but he has started to plan to make the greatly daily use articles, moreover he plans, wants to plan is much bigger...... 但是,马老板根本没想到,李牧虽然没有让淘宝表现出任何专注日用百货的迹象,但他早就开始谋划做大日用百货了,而且他谋划的,要比自己谋划的大得多…… ( To be continued. 17-02-24 (未完待续。、,您的支持,就是我最大的动力。)17-02-24 12:05: 35 12:05:35
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