RINAPE :: Volume #9

#851: The promotion plan of shocking audience

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In the conference room of Taobao net, Teacher Lei brings several points of cramped sitting near the Li Mu's left hand, sliver of table front is a seat of Li Mu person, the left hand is Teacher Lei, the right hand is Brother Liu. 在淘宝网的会议室内,雷教主带着几分局促的坐在李牧的左手边,长条桌的正前端是李牧一个人的位子,左手边是雷教主,右手边就是刘师兄。 Those images and scenes, making Li Mu at heart particularly sigh with emotion, two super big cows one on the left and other on the right, just the role of actor left and right hands, this feeling, in far more than is one dark can include at heart crisply, is blossoms simply happily., 此情此景,让李牧心里分外感慨,两个超级大牛一左一右,刚好扮演者自己左右手的角色,这种感觉,在心里何止是一个暗爽能够囊括,简直是乐开了花。、 Teacher Lei many somewhat is at heart anxious, because this first time are official meeting that participates in Taobao, moreover in his mind, the Taobao platform and team beforehand Joyo stronger incessantly a level, at heart the feeling seems a domestic armor A club commander in chief, suddenly has the opportunity to become the teaching assistant in Real Madrid Club, first time in coach team conference room that sits when Real Madrid, listening to Real Madrid head coach to transmit makes tactical plan that feeling. 雷教主心里多少有些紧张,这因为自己是第一次参加淘宝的正式会议,而且在他心目中,淘宝的平台和团队都比自己之前的卓越要强出不止一个层级,心里感受仿佛是一个国内甲a俱乐部主帅,忽然有机会成为皇家马德里俱乐部的助教,第一次坐在皇马的教练组会议室里,听皇马主教练传达作战术规划时的那种感受。 Content that this conference must discuss, might be considered as the next stage development most important campaign of Taobao net, not only the significance is especially great, but also is true highly secret. 这次会议要讨论的内容,堪称是淘宝网的下一个阶段发展最重要的战役,不但意义格外重大,而且也是真正的高度机密。 To Li Mu, although Teacher Lei now from the contract angle is also not Taobao one, after Li Mu achieves the agreement, regardless in his eyes, is in the Li Mu eye, he is the member of Taobao net, is trustworthy. 对李牧来说,虽然雷教主现在从合约角度上还并不是淘宝的一员,但是在与李牧达成约定之后,无论在他眼里,还是在李牧眼里,他都已经是淘宝网的一份子,值得信赖。 The conference starts, Li Mu first told Teacher Lei you, and told everyone, Teacher Lei will ally Taobao in the near future, became chief Operations Officer of Taobao net. 会议开始,李牧先向大家介绍了雷教主,并且告诉所有人,雷教主将在近期加盟淘宝,成为淘宝网的首席运营官。 When Li Mu said the Teacher Lei name, as well as he after Kingsoft and Joyo.com position, other staff on the scene was one by one dumbfounded. 当李牧说出雷教主的名字,以及他在金山和卓越网的职位后,在场的其他员工各个目瞪口呆。 Teacher Lei is very big in the fame of internet industry, although cannot compare promising youth Li Mu, but also absolutely was in this industry one of the very top that wave of talents, let alone, he was not only Kingsoft CEO, was the Joyo chairman, the position and qualifications is unusual, but the big expert, joined under Li Mu's like this unexpectedly, this made everyone realize, the gold content of Taobao this platform, a level higher because of the alliance of Lei Jun. 雷教主在互联网行业的名气很大,虽说比不上后起之秀李牧,但也绝对是这个行业里非常顶尖的那波人才之一了,更何况,他不仅是金山的ceo,还是卓越的董事长,身份地位以及资历都非同一般,但是这样的大牛人,竟然也加入了李牧的麾下,这让所有人都意识到,淘宝这个平台的含金量,因为雷君的加盟而更上一层楼。 Introduced Teacher Lei, Li Mu starts to enter the subject, in Brother Liu and Teacher Lei, the core operation team, and near future to the professional of post in front, narrated the plan of oneself this promotion in detail. 介绍完雷教主,李牧开始直入正题,在刘师兄、雷教主,核心运营团队、以及近期到岗的专业人才面前,把自己这次促销活动的规划详细的叙述了一遍。 Li Mu first introduced the localization of entire promotion: This day hundred big promotion, for lays the foundation of Taobao net thoroughly, through this activity, making all the people realize that the Taobao net can infiltrate to thoroughly they live, makes them realize, the Taobao net can replace in the life a large number of the behaviors of offline shopping, and has a bigger advantage: For example price small advantage, delivers goods to the doorstep and saves time reduces effort. 李牧先是介绍了整个促销活动的定位:这一次的日百大促销,为的就是彻底夯实淘宝网的基础,通过这次活动,让全民都意识到淘宝网是可以深入渗透到他们生活中去的、让他们意识到,淘宝网可以取代生活中相当一部分线下购物的行为,并且具备更大的优势:例如价格便宜、送货上门、省时省力。 If this promotion did successfully, perhaps later the daily use articles expense of China city people can have 10% even higher proportions to happen in the Taobao net, cannot underestimate this at least 10%, because it covered disappeared completely quickly, the user purchased the frequency to be extremely high, moreover would hardly interrupt, once were the inertia that a user fostered the online purchase daily use articles, perhaps then this user most daily use articles will shift to online in the future. 如果这次促销做成功了,没准以后华夏城市居民的日用百货消费会有10%甚至更高的比例发生在淘宝网,不能小看这至少10%,因为它覆盖的全部都是快消品,用户购买频次极高而且几乎不会中断,一旦为一个用户养成线上购买日用百货的惯性,那么这个用户未来大部分的日用百货恐怕都会转移到线上。 This activity must do, attracts a attention of large quantities of urban residents, and as far as possible many transforms the Online shopping community them. 这次活动要做的,就是吸引一大批城镇居民的关注,并且尽可能多的把他们转化成网购群体。 As for this activity when is long, Li Mu decides its localization is seven days, length that this time time period draws, not for pursue one-day sales volume, but pursue really can cover more users. 至于这次活动的时长,李牧决定将其定位为七天,这次的时间周期拉的长一些,不为追求单日销售额,而是实打实的追求能够覆盖更多的用户。 Said after own goal and localization, Li Mu starts to conduct the further refinement to own promotion. 说完自己的目标与定位之后,李牧开始对自己的促销活动进行进一步的细化。 The Li Mu's ambition is much bigger than Boss Ma, he wrote down a big plate on the blackboard, writes, while said: „This our promotion is divided into a Group career, first is Grain, Oil, and Food Group, next is Common Department Store Group, Daily Chemical Products Group as well as Clothing, Shoes, and Hats Group.” 李牧的野心比马老板要大得多,他在黑板上写下了一个大板块,一边写,一边说:“这次我们的促销活动分为个事业,首先是粮油食品组,其次是常用百货组、日化用品组以及服装鞋帽组。” Altogether four big classifications, each classifies Li Mu to hope that can make the essence to do thoroughly, therefore he especially serious statement requirements: „Four Group career must coordinate the related enterprise that all can coordinate to arrive at full power, I believe that by the Taobao current influence, as well as our performance in the former Brand Day, the related enterprise will certainly not reject our cooperation, but the choice of partner has a principle: All enterprises that the participating activity, must verify strictly, must in the industry authentication through respective domain, the enterprise credibility be good, the quality of product is credible.” 一共四个大分类,每一个分类李牧都希望能够做精做透,所以他格外郑重的提出要求:“四个事业要全力协调所有能够协调到的相关企业,我相信以淘宝目前的影响力,以及我们在之前品牌日的表现,相关企业一定不会拒绝我们的合作,不过合作伙伴的选择有一个原则:所有参与活动的企业,一定要严格审核,一定要通过各自领域内的行业认证,企业信誉良好、产品的品质可信可靠。” The people nod in abundance, product quality is most important, this point everyone is clear. 众人纷纷点头,产品质量是重中之重,这一点大家心里都非常清楚。 Li Mu then said: „Cooperation with partner, several principles, first are the approaches to cooperation, these besides Clothing, Shoes, and Hats Group, other three groups uses the self-management pattern time : We purchase, sell as well as distribute, the factory only needs to supply goods to us then.” 李牧接着说:“与合作伙伴的合作,也有几个原则,首先是合作方式,这一次除了服装鞋帽组之外,其他三个组全部采用自营模式,既:我们自行采购、自行销售以及自行配送,厂家只需要给我们供货即可。” „Speaking of the goods supply, must first network exclusive distributor's the authorization to us, this is the basic premise of cooperation, does not accept the enterprise of this request not to cooperate.” “说到供货,首先是必须给我们网络独家经销商的授权,这是合作的基本前提,不接受这个要求的企业不予合作。” „Next sets the price, since we are the network dealers, then we request the enterprise to give us to be below the prices of other offline channels, to coordinate our promotions, they have two choices, cuts the goods supply price directly, another is to give our certain promotion returns, told them the attitude of Taobao net: The price advantage of supplier is bigger, the promoted resources that we give are more, otherwise is also same, without the price concession, we will refuse to cooperate.” “其次是确定价格,既然我们已经是网络经销商,那么我们就要求企业必须给予我们低于线下其他渠道的价格,以配合我们的促销活动,他们有两个选择,一个是直接降低供货价格,再一个是给予我们一定的促销返点,告诉他们淘宝网的态度:供应商的价格优势越大,我们给予的推广资源就越多,反之也是一样,如果没有价格优惠,我们将拒绝合作。” „After price determination, the supplier must according to our requests, expect ahead of time the quantity the cargo transports to the warehouse that we assign, our these uses the Brand Day pattern time, the national six consignment warehouses, the distribution quantity of each warehouse is unified to calculate by us, formulates the demand, the supplier supplies goods according to the demand ahead of time then.” “价格确定之后,供应商必须按照我们的要求,提前将预计数量的货物运抵我们指定的仓库,咱们这一次还是用品牌日的模式,全国六个发货仓库,每个仓库的配货量由我们统一计算,制定需求,供应商按照需求提前供货即可。” „The settlement standard of promotion, is different from the settlements of Taobao to other business, this time knot doing accounts period cuts off the later 7-15 days for the activity.” “促销活动的结算标准,和淘宝对其他商家的结算不一样,这次的结算账期为活动截止之后的7-15天。” „All enterprises that participate in our promotion, in the next year, will obtain at least one Taobao net home page first screen Boss anner promotion, as well as at least twice channel page Boss anner and writing promotion, sales volume highest the enterprise in the same category, will obtain YY nationwide scale pop-up window to promote one time.” “所有参与我们这次促销的企业,都将在未来的一年中,获得至少一次的淘宝网首页首屏banner推广,以及至少两次的频道页面banner及文字推广,在同类别中销售额最高的企业,将获得yy全国范围弹窗推广一次。” Request of Li Mu to promoting sales the enterprise is very high, not only has the request to their strength, but also requests them to coordinate own promotion to the full, because just requests to be many, therefore Li Mu also corresponding formulated more preferential strategies to them, is not only speeds up settling accounts, for example who yields profit many, who obtains the resources to be many, who coordinates the degree to be high, the acquired resources are also more this type to have the seductive condition. 李牧对促销企业的要求很高,不但对他们本身实力有要求,还要求他们最大程度配合自己的促销活动,正因为要求多,所以李牧也相应的给他们制定了更多的优惠策略,不光是加快结算,还有比如谁让利多,谁获得资源就多,谁配合程度高,获得的资源也就越多这种极具诱惑性的条件。 To the large enterprise, their visions are longer-term, compare in a short time the pull-up wave of sales volume, what they hope is can promote the audience that the brand the sensitometry, increases the brand, only by doing so, the growth line of sales volume can draw high, draws is longer. 对中大型企业来说,他们的眼光更加长远,相比短时间内拉升一波销量,他们更希望的是能够提升品牌的曝光度、增加品牌的受众群体,只有这样,销量的增长线才可以拉得更高、拉得更长。 The promotion of Taobao net, to the enterprise side, was representing common participation that has the Taobao net and Muye Science and Technology, the sensitometry of activity without a doubt will also be high, can catch this express train, has the enormous promoter action to the increase of brand. 淘宝网的促销活动,对企业方来说,本来就代表着有淘宝网与牧野科技的共同参与,活动的曝光度也毫无疑问会非常高,能搭上这趟快车,对品牌知名度的提升有着极大的促进作用。 Has a look previous time in the Smartech Tat reread machine that Brand Day blossoms in radiant splendor, after a promotion of Brand Day, the present sales volume has surpassed Bubugao, became industry in first, not to mention Smartech Tat made how much money through Taobao Brand Day, the light looked at the growth of its brand influence, several million advertizing budgets were also not necessarily able to achieve this effect. 看看上次在品牌日大放异彩的智能达复读机,经过一次品牌日的促销之后,现在的销量已经超过步步高,成为业内第一了,且不说智能达通过淘宝品牌日赚了多少钱,光看它品牌影响力的增长,几千万的广告预算也未必能够达到这个效果。 Therefore Li Mu believes that after oneself give these preferential policies, the participation enthusiasm of enterprise will obtain the enormous promotion, when the time comes enterprise certain meeting wants completely all means with the Taobao close cooperation. 所以李牧坚信,自己给出这些优惠政策之后,企业的参与热情会得到极大的提升,到时候企业一定会想尽一切办法跟淘宝密切合作。 Thinks of here, Li Mu supplemented one: „Right, you must inform the respective relation the enterprise, in at the end of August, must first give me the product quotation, must mark the product present terminal retail price and channel shop goods price as well as gives our price, we will act according to the price spread that they give, assigns resources ahead of time.” 想到这里,李牧又补充了一句:“对了,你们要告知各自联系的企业,八月底之前,要先给我产品报价单,要标明产品现在的终端零售价格、渠道铺货价格以及给我们的价格,我们会根据他们给出的价格差距,来提前分配资源。” Present has half is Liu Qiangdong digs from various scale production enterprises, listens these times that Li Mu said that their keen professional senses of smell realize immediately, this promotion will certainly take to the enterprise enormous attraction, perhaps this promotion, really can attain various enterprise unprecedented ultra low offers, therefore is also confident, is eager to try. 在座的有一半是刘镪东从各大生产企业挖出来的,听完李牧说的这些时候,他们敏锐的职业嗅觉立刻意识到,这次促销活动一定会带给企业极大的吸引力,这次的促销活动,恐怕真能拿到各企业史无前例的超低报价,所以一个个也是信心满满,跃跃欲试。 Then, Li Mu talked about this promotion most essential link: Plan! 接着,李牧谈到了这次促销活动最关键的环节:方案！ The promotion promotion, how promotes sales, what method with promotes sales? This is the most important issue. 促销促销,到底怎么促销,用什么方法促销？这才是最重要的问题。 Li Mu is working as everyone, explained own promotion strategy in detail: Full Reduction. 李牧当着所有人,详细的解释了自己的促销策略:满减。 In has chatted after Brother Liu probably, Li Mu further deepened own Full Reduction strategy, plays thoroughly thoroughly Full Reduction! 在和刘师兄大概聊过之后,李牧又进一步深化了自己的满减策略,把满减彻底玩透！ First, in view of three big classifications besides clothing shoes, he decides to suppose many Full Reduction shifts, for example: Full 99-20, full 199-50, full 399-120, full 499 reduce 180, the discounts of these four shifts respectively are about: 20% discount, 75 booklets, 30% discount and 65 booklets. 首先,针对除了服装鞋帽之外的三大分类,他决定设多个满减档位,例如:满99-20、满199-50、满399-120,满499减180,这四个档位的折扣分别约为:8折、75折、7折、65折。 The special commodity, for example clothing profit is high, guest unit price high commodity, then directly uses 500-200, 1000-500 and 3000-1800 these three shifts. 特殊商品,例如服装这种利润高、客单价高的商品,则直接使用500-200、1000-500、3000-1800这三个档位。 The looks at threshold is somewhat high, but Li Mu also explained own reason that does that: Considering that has entered the autumn to the present, the Xia Ji (Summer) clothing the basic bottom carriage, everyone has started to purchase the fall clothing, at present the long sleeve T-shirt selling price of casual a little brand also over 70 Yuan, a coat at least also 200 Yuan start, therefore chooses 2-3 matching slightly, 500 grades satisfied, if oneself do not sufficiently collect 500, 1000 and 3000 is not unimportant, the person is the intelligent animal, most is good at looking for the solution, collects the list, to spell does not come only? 看着门槛有些高,但是李牧也解释了自己的这么做的原因:考虑到到眼下已经入秋,夏季服装已经基本下架,大家都开始购买秋装,眼下随便一件有点品牌的长袖t恤售价也在70元以上,一件外套至少也得200元起步,所以稍微选个2-3件搭配,500档就满足了,如果自己凑不够500、1000、3000也不要紧,人是智慧动物,最擅长找解决办法,凑单、拼单不就是这么来的吗？ Once the Online shopping user starts to collect the list, that will certainly buy, the direct improvement overall sales volume without a doubt ; 一旦网购用户开始凑单,那毫无疑问一定会多买、直接提升整体销量; Once the user starts to find the person to put together the list, not only will buy, will also bring at least one indirect Online shopping user to the Taobao net additionally, perhaps the indirect Online shopping user did not have Alipay, but also without the Taobao account, but is unimportant, so long as he experiences a Online shopping advantage, he will become the possibility of direct Online shopping user to be many big, this will be one absorbs the powerful magic weapon of new user fast. 一旦用户开始找人拼单,那不仅会多买,还会额外给淘宝网带来至少一个间接网购的用户,间接网购的用户或许还没有支付宝,还没有淘宝账户,不过不要紧,只要他体验到一次网购的优势,他成为直接网购用户的可能性就会大出很多,这本身就是一个快速吸纳新用户的有力法宝。 Moreover, Li Mu believes that the garment enterprise will certainly cooperate, because hits the 50% discount sale, still just spreads the goods to be the same to the specialty store price with them, therefore to them, five sold for cash had gained very much, can borrow potential to have a wave of advertisement let alone, this was the most important place! 而且,李牧相信服装企业一定会合作,因为就算是打5折销售,也才只是刚好跟他们铺货给专卖店的价格相同而已,所以对他们来说,五折卖就已经很赚了,更何况还能借势打一波广告,这才是最重要的地方！ Said these, Li Mu deliberately points out: „All Full Reduction, with the form implementation of coupon, the above Full Reduction coupon besides disposable deliver one to all users completely respectively, but also meets does not give all users to receive with limited quantity free, reason that needs to issue the ticket rather than direct Full Reduction, being to make the coupon have one type to them not to need on, not to use uncomfortably is the psychological suggestion of suffering a loss, forces them these coupon using up as far as possible.” 说完这些,李牧刻意指出一点:“所有的满减,全部采用优惠券的形式实施,以上满减的优惠券除了一次性给所有用户各送一张之外,还会不限量给所有用户免费领取,之所以需要发券而不是直接满减,就是要让优惠券给他们产生一种不用就难受、不用就是吃亏的心理暗示,逼迫他们把这些优惠券尽可能的用掉。” Time at this point, Li Mu discovered unknowingly, everyone on the scene, including Brother Liu and Teacher Lei, unexpectedly is face dumbfounded looks at, the look one by one is surprised, expression to shock one by one. 说到这里的时候,李牧不经意间发现,在场的所有人,包括刘师兄和雷教主,竟然都是一脸目瞪口呆的看着自己,眼神一个比一个惊讶、表情一个比一个震撼。 This time Li Mu cannot imagine, this one set of Full Reduction promotion strategy, gave them psychologically to bring how huge impact...... 此时的李牧根本想象不到,这一整套的满减促销策略,给他们的心理上带来了多么巨大的冲击…… ( 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 02:20: 43 02:20:43
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