RINAPE :: Volume #9

#852: China e-Commerce I opening!

LNMTL needs user funding to survive Read More

In the Li Mu's promotion plan, besides the normal Full Reduction promotion, before is Li Mu, large Full Reduction ticket activity that plans, large scale yielding profit is easiest to attract the user, and is easy to make the user produce to have the opportunity optimistic psychology very much, this point is like the lottery ticket, most people felt in the subconscious, oneself have greatly the hope to draw a prize-winning ticket, regarding the lottery ticket, the user cooperation is passive, but instant kill and snatched the ticket to be different, the user initiative was big, therefore from the user psychology, they and snatched the ticket the confidence to be bigger to instant kill. 在李牧的促销规划里,除了正常的满减推广之外,就是李牧之前规划的大额满减券活动,大幅度的让利最容易吸引用户,并且容易让用户产生一种自己很有机会的乐观心理,这一点和彩票是一样的,大部分人在潜意识里都觉得,自己有很大希望可以中大奖,对于彩票,用户整体行为非常被动,但是秒杀和抢券不一样了,用户主动性大,所以从用户心理上来说,他们对秒杀和抢券的信心更大。 Li Mu decided that promotes two large Full Reduction coupons to make the user snatch and pull out , not only need have every day 100,000 199-100 tickets, but also wants 1000 full 199-198 general tickets, this type of ticket rushes is propagandizing amusing to come, so long as snatches, any activity product buys casually, so long as full 199 stand reduces 198, is unambiguous, not only need to the user the enormous appeal, but must make considerable amount of users enjoy this benefit earnestly. 李牧决定推出两种大额满减的优惠券来让用户抢和抽,这其中不但要有每天十万张199-100的券,还要有一千张满199-198的通用券,这种券就是奔着宣传噱头来的,只要抢到,任何活动产品随便买,只要满199立减198,绝不含糊,不光是要给用户巨大的吸引力,还要让相当数量的用户切实享受到这个利益。 If two types of tickets said every day to the outside puts several thousand tens of thousands, only puts dozens several hundred actually, that did not have the work ethics. 如果每天两种券对外说放几千几万张,实际只放几十几百张,那就太没有职业道德了。 Sometimes Li Mu admires that boss as well as his team very much, will play, moreover chicken thief who very plays, before pair 11 one Yuan instant kill, is the double 11 promotion and so-called dozens tens of billions big feedbacks, actually in this has many pits and wraps. 李牧有时候是很佩服那位老板以及他那支团队的,非常会玩,而且玩的很鸡贼,无论是双11之前的一元秒杀,还是双11促销以及所谓的几十几百亿大反馈,其实这里面都有许许多多的坑和套。 For example one Yuan instant kill, one yuan commodity such several, moreover each quantity either is one, will be many will not surpass the number in the units place, but can actually borrow this psychology to trick several million people of even more people to participate, even if there is a user suspicion that when the monkey played, but has saying that spending least money to manage most matter this point, that boss did very well. 比如一元秒杀,一元钱的商品就那么几个,而且每一款的数量要么是一个,多了也不会超过个位数,但却能借用这种心理忽悠数百万人甚至更多人参与,即便有把用户当猴耍的嫌疑,但不得不说,花最少的钱办最多的事这一点,那位老板做得很好。 Pair 11, the earlier pair 11 is the pit, the product price is not transparent, some business rise in prices to participate in the activity temporarily, even is higher than the common selling price when the pair 11 prices ; Some enterprises introduce the so-called network to donate especially, some network clothing that for example some domestic apparel brands promote, down-filled garment price-marks 2000, hits to rebate 1000, thinks worthwhile, but buys the discovery, regardless of this goods from work and needed materials sufficient fabric quantity, special might as well positive valance 500-600 commodities, but the consumer has no alternative, because this design is unable to refer in offline, he said the positive valance 2000, you refuse to accept is not good. 还有双11,早些年的双11是很坑的,产品价格不透明,有些商家临时提价参加活动,在双11时的价格甚至高于寻常售价;有些企业推出所谓网络特供款,比如一些国内的服装品牌推出的一些网络款服装,一件羽绒服标价两千,打对折1000,以为合算,但买到手发现,这货无论从做工、用料还是充绒量上,都特么还不如正价500-600的商品,可是消费者偏偏无可奈何,因为这种款式在线下无从参考,他说正价两千,你不服也不行。 One to the time pits of dozens tens of billions big feedbacks, received a value several thousand Yuan red packet, inside wished one could to install all was: The Rolls-Royce 10000 coupon types regard the mental handicap rottengoods the consumer while still alive, was known as to consumer 10,000 Yuan returns to the advantage greatly, what this special doesn't pull the calf is? 一到几十几百亿大反馈的时候就更坑了,一口气收到价值好几千元的红包,里面恨不得装的全是:劳斯莱斯10000优惠券这种活活把消费者当成智障的烂货,然后号称给了消费者一万元的大返利,这特么不是扯犊子是什么？ Naturally, not only that boss, behind many e-Commerce enterprises more or less engage in the activity also with that boss studies the experience, since you play, I also play, if I do not play, without the enterprise is willing to coordinate me to engage in this activity, if I insist on, his mother must owe. 当然,不只是那位老板,后面许多电商企业做活动也都或多或少的跟那位老板学习经验,既然你这么玩,那我也这么玩,如果我不这么玩,没有企业愿意配合我做这种活动,如果我硬要上,那他妈是要亏死的。 Li Mu wants to do, ceases this swindling and abducting from the beginning, making e-Commerce develop with the healthy way, popularizes, affects the life of general netizen. 李牧想做的,就是从一开始就杜绝这种坑蒙拐骗,让电子商务用健康的方式去发展、去普及、去影响广大网友的生活。 The person who somewhat likes washing the place will say, such and such original sin although of such and such enterprise have some bad effects, but badly the good impact that affects not to compare him to have by far, how many people did you have a look at him to help make money and create how many employment posts? Your line? Others? 有些喜欢洗地的人会说,某某企业的某某原罪虽然有一些坏影响,但坏影响远远比不上他带来的好影响,你看看他帮助多少人赚了钱、创造了多少就业岗位？你行吗？其他人行吗？ This saying on first hearing a little truth, but carefully analyzes is actually shakes smart and plays the hooligan! 这话乍一听有点道理,但仔细分析其实就是抖机灵和耍流氓！ Why? Why industry growth is the merit your? e-Commerce is the inevitable product of internet development, without your appearance, behind will certainly have others to do, it is not your invention, is not your original, the pattern has, morning that but you play internally . Moreover the method is ruthless, China e-Commerce truly opening by you, this is a huge great honor, but you opening on the belt/bring crooked the entire direction and atmosphere, was this also right? 凭什么？凭什么行业发展起来的功劳都是你的？电子商务是互联网发展的必然产物,没有你的出现,后面一定会有其他人来做,它不是你的发明,也不是你的原创,模式早就有,只不过你在国内玩的早,而且手段狠而已,华夏电商真正由你来开局,这是一个巨大的殊荣,但是你开局就带歪了整个方向和风气,这难道也是对的？ If trades to be others to come to be the China e-Commerce opening, moreover this person obeys the custom compared with you, then the industry will also be given a healthy opening, because your does not obey the custom, industry although did in a big way, but the pattern really health of industry? Secret issue that in some how many are despised by the people? 如果换做其他人来为华夏电商开局,而且这个人比你守规矩,那么行业也就会被赋予一个健康的开局,但就因为你的不守规矩,行业虽然做大了,但行业的模式真的健康吗？这里面有多少为人诟病的隐秘问题？ In student community, if some people by cheating to obtain first, to obtain the favor and scholarship of teacher guardian, other students will certainly have a group of people to follow to imitate, insisted that will certainly be eliminated by that group of people of own genuine materials finally, finally emerges a large quantities of result good to live to cheating that making one is flabbergasted, you thought that like this academic atmosphere doesn't have the issue? You can say that this is the prosperity and model of educational world? 在学生群体里,如果有人靠作弊取得第一、取得老师家长的青睐以及奖学金,其他的学生一定会有一批人跟着效仿,坚持靠自己真材实料的那一拨人最终一定会被淘汰,最后涌现出一大批成绩好到令人咋舌的作弊生,你觉得这样的学术风气没有问题？你能说这是学界的繁荣和表率？ In star community, if some people by tidying up to obtain the extremely high popularity, to promote one, and made the good money, other stars will also certainly imitate, finally the entertainment world precipitated was one pile only depends on the face value not to depend on the tidying up face of performing skill, these did not tidy up, instead must degenerate into two even three by the star of performing skill strength, the real power faction actors perform in the opponent play with the idol actors, the opposite party not only to the word, will not only say the digit before the camera ahead of time, did you feel the entertainment world atmosphere not issue like this? You can say that this is the industry good fortune? 在明星群体里,如果有人靠整容获得了极高的人气、晋升一线并且赚了大钱,其他的明星也一定会纷纷效仿,最后娱乐圈沉淀下来的就是一堆只靠颜值不靠演技的整容脸,那些不整容、靠演技实力的明星反而要沦为二线甚至三线,实力派演员跟偶像派演员演对手戏,对方不但不提前对词,在摄像头前还只会说数字,你觉得这样的娱乐圈风气没有问题？你能说这是行业幸事？ The opening of dishonest ways, other brought issues were too many, but was covered by the temporary prosperity afterward, probably a person who has the big merit, his evil was neglected, understood easily and forgiven, this does not conform to the legal principle theory of law and logic. 邪门歪道的开局,带来的其他问题太多了,只不过后来都被一时的繁荣所掩盖,就好像一个有大功劳的人,他身上的罪恶就容易被忽视、被理解、被原谅,这本身就是不符合法理和逻辑的。 To Li Mu, he does not know own future can have big influence, but now domestic e-Commerce opening from oneself, then oneself if certainly wants completely all means to complete this opening, leads a healthy atmosphere, if e-Commerce from most starts, the atmosphere digs a pit to the consumer with below sets and in the face of the genuine and fake fit and unfit quality ambiguous, then following other e-Commerce in order to survive under this unfair competition, can only follow the example! 对李牧来说,他不知道自己未来能有多大的影响力,但是现在国内的电子商务是从自己开局的,那么自己就一定要想尽一切办法把这个开局做好,引领一个健康的风气,如果电子商务从最开始,风气就是给消费者挖坑和下套、在真假优劣面前模棱两可,那么后面的其他电商为了能在这种不公平竞争下存活下去,只能有样学样！ The power of example is inexhaustible. 正所谓榜样的力量是无穷无尽的。 Therefore Li Mu emphasized in the conference over and over: „The price of promotion must be absolutely transparent, we must act according to the selling price of regular store as the reference standard, is flush with the regular store in the pricing, similarly must engage in our Full Reduction promotion in this foundation, where some differences come, must go to discuss and look to make up with the major enterprises by everyone even is a crosscut saw, received exchange for the coordination of enterprise with our resources as far as possible, if the coordination of enterprise cannot be our preferential efforts, simultaneously we take part of funds to make up this disparity again, by the consumer was realized to preferential effort of our activity earnestly, this is most important..” 所以李牧在会议上再三强调一点:“促销活动的价格一定要绝对透明,我们要根据正规卖场的售价作为参照标准,在定价上与正规卖场齐平,同样也要在这个基础上来做我们的满减促销活动,这部分差额从哪里来,就要靠大家去跟各大企业商量、找补甚至是拉锯,尽可能用我们的资源来换取企业的配合,如果企业的配合达不到我们优惠的力度,同时我们自己再拿出一部分资金来补足这块差距,让消费者切实体会到我们这次活动的优惠力度,这才是最重要的。” Saying, Li Mu was also saying with very firm tone: „You must communicate with the enterprise, the cooperation with Taobao net, can not present any behavior of taking substandard products as fine products, simultaneously we also want strict control to move the principle, cannot to save the cost promotes the product marked price arbitrarily, if this activity has the serious quality and fraud problem, I will not be certainly lenient, does not let off!” 说着,李牧又用非常坚定的语气说道:“你们一定要跟企业沟通好,与淘宝网的合作,不得出现任何以次充好的行为,同时我们自己也要严控活动原则,决不能为了节省成本擅自提升产品标价,如果这次活动出现严重的质量和舞弊问题,我一定不会手软,绝不放过！” The firmness and serious that Li Mu said that making everyone expression one cold, they look, as if Li Mu most pays great attention, is this link. 李牧说的坚决而且严肃,让所有人表情一凛,他们看出来,似乎李牧最注重的,就是这一个环节。 Teacher Lei is staring at present this 20 years old actually in the young people who in front of one group of middle-aged people high-spirited, operates from a strategically advantageous position, the exclamation is at heart incomparable, an enterprise wants successfully, must have a dragon's head in the true sense, regardless of can shake the dragon's head of entire company from the specialized angle and air/Qi field angle, obviously, Li Mu has this strength in the Taobao net very much, everyone, includes himself during his control. 雷教主盯着眼前这位年仅二十岁却在一群中年人面前意气风发、高屋建瓴的年轻人,心里惊叹无比,一个企业想要成功,一定要具备一个真正意义上的龙头,一个无论从专业角度、气场角度都能震住全公司的龙头,很显然,李牧在淘宝网是具备这个实力的,现场所有人,包括自己都在他的掌控之中。 Li Mu also said: „This order volume may exceed our Brand Day order time greatly, moreover moves the volume and weight and daily use articles lasted seven days also be more than many electronic products, can foresee, the pressure of logistics certainly is much bigger than Brand Day, therefore this needs to arrange our logistics strengths from now on.” 李牧又说:“这一次的订单量可能会大大超越我们品牌日的订单,而且活动长达七天、日用百货的体积和重量也要比电子产品多出许多,可以预见,物流的压力一定比品牌日要大得多,所以这就需要从现在开始筹备我们的物流力量。” „Good news, are our from Construction logistics, now has started, we had made the order to the domestic and foreign many enterprises, simultaneously we management that dug from other logistics companies have started to form the block team, Chief Liu just and Jinling Iveco sign the agreement, although this promotion we cannot wait for the heavy-duty truck from Europe, but at least about hundred Iveco freight vehicles can be operational, therefore this time, our logistics and distribution link ample capacity will have certain enhancement, however our sort center landing, had not had logistics management system not to develop to complete, therefore. We cannot deal with as before, must like the previous time, full power coordinate with Express Mail Service.” “有一个好消息,就是我们的自建物流,现在已经开始起步了,我们已经给国内外多家企业下了订单,同时我们从其他物流公司挖来的管理层已经开始组建片区团队,刘总刚和金陵依维柯签完协议,虽然这次的促销活动我们等不到来自欧洲的重型卡车,但至少有近百辆依维柯货车可以投入使用,所以这一次,我们的物流配送环节运力会有一定的增强,但是我们的分拣中心还没有落地,自有物流管理系统也还没有开发完成,所以我们自己依旧应付不来,必须像上次一样,和ems全力配合。” Then, Li Mu looks at Brother Liu, said: „Chief Liu, you give everyone to brief the logistics that side situation specifically.” 说完,李牧看着刘师兄,说:“刘总,你来给大家具体介绍一下物流那边的情况吧。” Brother Liu said at this time: „I give everyone to brief the logistics here situation probably, in the future in half a month, will depend upon us the foundation team that will dig from the major companies, since we will establish the temporary business point in national most 23 cities, the somewhat possible temporary condition is quite crude, but will ask everyone to be able rest assured that half a month later, we in 23 cities had certainly the transportation that can landing arrive at this city was unimpeded, Iveco will first deliver a number of vehicles in the near future, when the time comes will assign to various city regions, the main goal was to help Express Mail Service greater reduces the ample capacity pressure, believes that this strength can bring very big promotion.” 刘师兄这时候开口说道:“我给大家大概介绍一下物流这边的情况,未来半个月内,依靠我们从各大公司挖来的基础团队,我们会在全国绝大多数的二三线城市建立起临时营业点,有些可能暂时条件还比较简陋,但是请大家放心,半个月后,我们在二三线城市一定具备能够落地到本市的运输畅通,依维柯会在近期先交付一批车辆,到时候就会分配到各城市区域,主要的目标是帮助ems更大程度的减轻运力压力,相信这股力量还是可以带来很大促进的。” Brother Liu dug many district manager essential execution strength from the major companies, by bigger benefit temptation, they have started to win over the original team unceasingly, basically is trades a reputation to continue in the region that each one is the Taobao work, but this point is not clear Boss Ma, once the time arrives, these strengths will jump directly from the previous shell, can come one to remove firewood from under the pot to Boss Ma. 刘师兄从各大公司挖了不少大区经理这种关键的执行力量,凭借更大的利益诱惑,他们已经开始不断拉拢原本的团队,基本上是换个名头就可以继续在各自所在的区域为淘宝工作,不过这一点目前连马老板都还不清楚,一旦时机一到,这些力量会直接从之前的壳子里跳出来,能给马老板来一个釜底抽薪。 The Brother Liu words, making these be responsible for the person who operates and enterprise docks relaxing, oneself have such huge strength to invest, in addition coordination of Express Mail Service, stood firm the entire logistics demand should not be the major problem when the time comes. 刘师兄的话,让这些负责运营和企业对接的人松了一口气,自己有这么庞大的力量投入进来,再加上ems的鼎力配合,到时候稳住整个物流需求应该就不是什么大问题了。 At this time, Brother Liu also said: „I hope everyone can estimate as far as possible good lead, I in recent one week, will let the temporary business circular stock abilities of various cities, you acted according to you in the past in the experience and sales data in physical enterprise, estimated the general demand of each city region, before for example Liu Yu you, has certainly contacted the Procter & Gamble product in Procter & Gamble in various national the market share and concrete sales volume of provinces and cities and city, when through this sales volume data, we can estimate the activity probably the general demand of each city to Procter & Gamble product, following on can conduct according to the demand of this estimate prepares goods ahead of time., Estimated that demand although does not request to be precise, but to obtain a higher efficiency, is precisely is better, in this case, we can save the enormous ample capacity pressure when the time comes!” 这时候,刘师兄又说:“不过我还是希望大家能够尽量预估好提前量,我会在最近的一周内,让各城市的临时营业点通报库存能力,你们来根据你们以往在实体企业的经验以及销售数据,来预估每一个城市区域的大概需求,比如刘玉你以前在宝洁一定接触过宝洁产品在全国各省市、城市的市场占有率以及具体销量,通过这个销量数据,我们就能够大概预估出活动时每一个城市对宝洁产品的大概需求,接下来就可以根据这个预估的需求来进行提前备货,预估需求虽然不要求非常精确,但为了获得更高的效率,还是越精确越好,这样的话,我们到时候就能够节省极大的运力压力！”
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