RINAPE :: Volume #10

#921: Pū the street to dying

LNMTL needs user funding to survive Read More

The Li Mu steamroll -type ambush, making the Boss Ma whole person extremely dispirited, although had announced the death penalty in his innermost feelings to LeTao, but yields peacefully to him is the not possible matter, therefore is also good, is also good, for the investor for the dignity is also good for the team, in any event, this fights him to hit, even if the strength is disparate, will not admit defeat ahead of time. 李牧碾压式的狙击,让马老板整个人极度颓废,虽然在他的内心已经给乐淘宣布了死刑,但是不战而降对他来说是不可能的事情,所以为了尊严也好、为了投资人也好、为了团队也好,无论如何,这一战他还是要打,哪怕力量再悬殊,也不会提前认输。 8 : 00 am, Boss Ma had arrived at the company, impatient from technical personnel there of last night duty, attained in the past 12 hours, the complete data of LeTao net, innermost feelings anxious looks like one to see that impatiently the examinee of university entrance examination result is the same. 早晨 8 点,马老板就已经到了公司,迫不及待的从昨晚值班的技术人员那里,拿到了过去12个小时里,乐淘网的全部数据,内心焦急的就像是一个迫不及待想看到高考成绩的考生一样。 Boss Ma is also very clear, how regardless of the internet industry develops, „data” is the internet industry most real, the reference standard of most core. 马老板也很清楚,无论互联网行业如何发展,“数据”都是互联网行业最真实、最核心的参照标准。 For example: How to weigh an information class website strength? Basically, looked when the day visited the user, the average per person page view and user on average visit independently was long, these three data basically can represent all. 例如:如何衡量一个资讯类网站的实力？最基本的,就看日独立访问用户、人均页面浏览量、用户平均访问时长,这三个数据基本上就能代表一切。 day independent user representative website current capacity, this is the data of most foundation, the representative website user base number ; 日独立用户代表网站流量,这是最最基础的数据,代表网站的用户基数; The quality of average per person page view representative website content, if a website average per person visit page view is 5, another website is 10, then without a doubt, the latter website content quality be better than the former, did not discuss regardless the current capacity, the average per person page view, certainly be smaller than website to be much higher the inferior brand, the reason is very simple, content quality definitely higher-quality. 人均页面浏览量代表网站内容的质量,如果一个网站人均访问页面浏览量为五,另外一个网站为十,那么毫无疑问,后者网站的内容质量要比前者好很多,抛开流量不谈,的人均页面浏览量,肯定要比杂牌小网站要高出很多,原因很简单,的内容质量肯定更优质。 When the average user visits was long, represented the website user viscosity, when average visit long was higher, showed that the loyalty of user was higher, if such website wants to be the user to transform is also easier, for example the 'Youku' user used the 'Youku' time every day, definitely compared the cool six users to use the cool six time to be longer, two website strengths must be very different. 平均用户访问时长,代表了网站的用户粘度,平均访问时长越高,证明用户的忠诚度就越高,这样的网站如果想做用户转化也更容易,比如优酷用户每天使用优酷的时间,肯定比酷六用户使用酷六的时间要长很多,两个网站的实力要相去甚远。 If Boss Ma wants to know that the promoted effect of LeTao net, wants to estimate over the next eight days the order volumes and turnover of 929 LeTao big promotion, want to forecast entire LeTao in the future development potential, he must first have an objective data as the reference standard, this data, after 8 : 00 pm last night start promotions, by 8 : 00 am, these 12 hours of data performance. 如果马老板想知道未来八天乐淘网的推广效果、想预估929乐淘大促销的订单量和成交量、想预测整个乐淘在未来的发展潜力,他首先要有一个客观的数据作为参考标准,这个数据,就是从昨晚八点启动推广之后,到今早八点,这12个小时的数据表现。 Made Boss Ma feel what despaired, in the past 12 hours, the data of LeTao net, dreary was lower than his lowest expected! 令马老板感到绝望的是,过去的12个小时里,乐淘网的数据,惨淡的远低于他的最低预期！ The first 12 hours that LeTao gets online, the new registered user only has 13,000...... 乐淘上线的第一个12小时,新增注册用户数只有1.3万…… The LeTao goal is, in eight days of time, increases 8 million registration users, is 1 million to register the user the average to the daily goal! 乐淘的目标是,八天时间内,增加八百万注册用户,平均到每天的目标就是一百万注册用户！ 12 hours passed by, new number of users unexpectedly only 13,000, 2% that even estimate have not achieved!!! 12个小时过去了,新增用户数竟然只有区区1.3万,连预计的2%都没有达到！！！ As for the visit user, about 400,000, are equivalent to every 30 to visit to the user, the person registers. 至于访问用户,有40万左右,相当于每30个访问用户中,才有一个人注册。 This data as miserable as the listener sad, heard simply cries. 这个数据简直惨到听者伤心、闻者落泪。 A day 2 million advertizing budgets, convert to 12 hours, is million RMB! 一天两百万的广告预算,折算到12个小时,就是一百万人民币！ A million RMB advertisement, put in the densely populated eastern China southern China, 8 : 00 pm last night pushes one rounds and ten points to push one round, according to the viewing ratio at least can cover several million people, finally actually only 400,000 people visited, this number according to the facts was too miserable! 一百万人民币的广告,投放在人口密集的华东华南地区,昨晚八点推了一轮、十点推了一轮,按收视率至少能覆盖几千万人,结果却只有区区40万人访问,这个数据实在是太惨了！ By this numerical calculation, in the past 12 hours, the LeTao 1 million investments received in exchange 400,000 people to visit, are equivalent receive in exchange for the cost of visiting the user, reaches as high as 2.5 Yuan! 按照这个数据计算,在过去的12小时里,乐淘100万的投入才换回40万人访问,相当于换取一个访问用户的成本,高达2.5元！ But gains a cost of registered user, exceeded 75 Yuan. 而获取一个注册用户数的成本,超过了75元。 Threw 1 million! Came 13,000 users! This cost arrives high dumbfoundedly! This unit price converts, compared with moving internet slaughters the time, a promoted cost of app download(ing) user must be higher than ten times to continue, in nowadays, this data threw the street to dying simply! 投了100万！来了1.3万用户！这个成本高到令人目瞪口呆！这个单价折算下来,比移动互联网厮杀时代,一个app下载用户的推广成本还要高出十倍不止,在现如今,这个数据简直扑街到死了！ Boss Ma looked at the complete data, the whole person falls into a deep despair, this desperate ratio was at any time intense before, this dreary data, means oneself wasted the great quantity money, but these money were not oneself, was an investor, investor after seeing this data, certainly to LeTao, even was disappointed about oneself! 马老板看完整个数据,整个人陷入到了一种深深的绝望之中,这种绝望比之前任何时候都要强烈,这个惨淡的数据,意味着自己浪费了巨量的金钱,而这些钱不是自己的,是投资人的,投资人在看到这个数据之后,一定会对乐淘,甚至对自己失望至极！ Boss Ma that almost soon the violent walks informs all core staff to meet immediately, including Amazon representative who has not arrived at the company Yang Weilian. 几乎快要暴走的马老板立刻通知所有核心员工开会,包括还没有到公司的亚马逊代表杨威廉。 At exactly 9 : 00, he is then working as the core staff as well as Yang Weilian, Li Guoqing surface, data unretentive demonstration over the past 12 hours. 九点整,他便当着核心员工以及杨威廉、李国清的面,把过去12小时的数据毫无保留的展示了出来。 400,000 visit the users and 13,000 registration users, visits user promotion cost 2.5 Yuan RMB, to register the user cost 76 Yuan individually individually...... 40万访问用户、1.3万注册用户,单个访问用户推广成本2.5元人民币、单个注册用户成本76元…… Such miserable data, is throws the street to arrive simply, said that only such high user gains the cost, what can sell to earn? 这么惨的数据,简直是扑街到死,就单说这么高的用户获取成本,得卖什么才能赚得回来？ The LeTao staff members saw after this data, collapses very much, including has advocated increased the promotion to invest and be all right on run Boss Ma Amazon executive Yang Weilian does not have the previous arrogance, the whole person to fall into to the deep lingering fear. 乐淘的全体员工看到这个数据之后也很崩溃,连一直主张加大推广投入、没事就挤兑马老板的亚马逊高管杨威廉都没了先前的气焰,整个人陷入到深深的后怕之中。 Facts showed, luckily Boss Ma has not listened to own increase promotion to invest, otherwise on by this conversion rate, let alone throws two million USD, even two Ten Million USD, still must kneel, moreover kneels is more miserable. 事实证明,幸亏马老板没听自己的加大推广投入,不然就以这个转化率,别说投两百万美元,就算是两千万美元,也必然是要跪,而且跪的更惨。 Such miserable conversion rate, if is really because supplemented the advertisement investment, oneself must be a scapegoat for Boss Ma, this China brothers has not responded itself luckily, otherwise...... 这么惨的转化率,如果真是因为自己追加了广告投入,那自己就要替马老板背锅了,幸好这个华夏哥们没搭理自己,否则…… In brief, to Yang Weilian, this is really unfortunate lucky. 总而言之,对杨威廉来说,这真是不幸中的万幸。 Almost somewhat suspected that the life Boss Ma is in front of so many people, forcing oneself to calm down, regardless all negativities, leading everyone carefully to analyze each key point. 几乎有些怀疑人生的马老板当着这么多人的面,强迫自己冷静下来,抛开所有负面情绪,带领大家仔细分析其中的各个关键点。 Looks pale and obviously lacks blood-color Boss Ma to write down several key indicators on the blackboard: Demonstrates the exposure and transformed visits and transformed number of users. 面色苍白、明显缺乏血色的马老板在黑板上写下几个关键指标:展示曝光量、转化访问量、转化用户数。 Afterward, Boss Ma hits the morale, said: „What first can determine, in any event, Taobao is impossible to affect the demonstration exposure of our advertisement, in other words, we last night in the two rounds of promotions of prime time, demonstrating the base number were very huge, the conservative estimate also had the 30 million person at least to see our advertisement, this point can not be questioned?” 随后,马老板强打起士气,说:“首先可以确定的是,无论如何,淘宝都不可能影响到我们广告的展示曝光量,也就是说,我们昨晚在黄金时间的两轮推广,展示基数是非常庞大的,保守估计也有至少三千万人看到了我们的广告,这一点是毋容置疑的吧？” Everyone nods. 所有人都点了点头。 Truly, what Li Mu can affect demonstrates the later transformed effect, but influence demonstration, last night prime time two rounds of promotions, demonstration definitely in tens of millions. 确实,李牧能影响的是展示之后的转化效果,但影响不了展示量,昨晚黄金时间两轮推广,展示量肯定在数千万。 Boss Ma was clenching teeth to say at this time: „In demonstration exposure under prerequisite that has enough guarantee, why will transform the visits so to be low? The result that I analyze is: 50% reasons are the damn Taobao advertisement have been pursuing us to hit, in each TV Station, their advertisements with our time difference not over ten minutes! Moreover the star has a strong lineup, an advertisement exposure time also longer user to read our advertisement, sees the Taobao advertisement again, the impression to our advertisement will certainly weaken sharply, therefore demonstrated that exposure although is big, but by a Taobao such section of reckless, our visit numbers of users low is the affirmation!” 马老板这时候咬着牙说:“在展示曝光量有足够保证的前提条件下,为什么转化访问量会这么低？我分析的结果是:50%的原因是该死的淘宝广告一直在追着我们打,在各个电视台,他们的广告跟我们的时间差都不超过十分钟！而且明星阵容强大、广告曝光时间也更长用户看完我们的广告,再看到淘宝的广告,对我们广告的印象一定会大幅减弱,所以展示曝光量虽然大,但被淘宝这么一截胡,我们的访问用户数低是肯定的！” At this point, Boss Ma angry-looking said: „Before we heard Muye Science and Technology, when everywhere scheduled promoted resources, but also thinks that they must take the opportunity to push Muye Science and Technology, didn't expect Li Mu this playing is so sinister, the Muye Science and Technology scheduled advertisement resources, all use to Taobao!” 说到这里,马老板一脸怒气的说:“之前我们听说牧野科技在到处预定推广资源的时候,还以为他们是要借机推牧野科技,没想到李牧这一手玩的这么阴险,牧野科技预定的广告资源,全是给淘宝用的！” Boss Ma this saying, aroused everyone's anger all of a sudden! 马老板这话,一下子激起了所有人的怒火！ Yes! Mother! 是啊！妈的！ Initially everyone receives the message, Muye Science and Technology has been using very big writing skill to be scheduled the promoted resources across the country, but Muye Science and Technology developed rapidly at that time in the overseas, because Li Mu Muye Science and Technology as well as YY were rising, Muye Science and Technology coming out scheduled promotion resources, who thinks that was uses for oneself, but didn't expect, Li Mu has been looking at LeTao unexpectedly at that time! Simply hatefully! 当初大家收到过消息,牧野科技在用非常大的手笔全国范围内预定推广资源,但是那时候牧野科技在海外发展迅速,李牧因为牧野科技以及yy如日中天,牧野科技出来预定推广资源,谁都以为是自用的,但没想到,李牧竟然在那个时候就已经在瞄着乐淘了！简直可恨至极！ After everyone cursed angrily, Boss Ma gets angry and said: „In addition, an important reason, was the Taobao message is too dirty! The quick LeTao world, performs in Taobao net these words, happen to the LeTao two characters bringing! Our advertisement, his advertisement followed, making the repetition of star brainwashing speak these words again, for scrubbed our advertisements in the user subconscious just to the impression that they made! I lived so many years, with such dirty competitive method open competition, first seeing!” 大家一阵怒骂之后,马老板黑着脸又说:“除此之外,还有一个重要原因,就是淘宝的广告词太龌龊了！快乐淘天下、尽在淘宝网这句话里,正好把乐淘两个字给带进去了！我们的广告一出,他的广告再跟上,让明星洗脑似的重复说这句话,为的就是在用户潜意识里洗刷我们的广告刚刚给他们留下的印象！我活了这么多年,用这么龌龊的竞争手段公开竞争的,还是第一次见！” At present LeTao person one mind and sharing a common hatred, how therefore basically Boss Ma said, they thought speaking of own heart, as if all are Taobao are tripping somebody up to them, fights the propaganda war in view of them intentionally, but this group of people have not thought that they arrange LeTao and arrangement promotion, is in itself also giving Li Mu to trip somebody up, what declaring war is they, Li Mu meets head-on. 眼下乐淘的人上下一心、同仇敌忾,所以基本上马老板怎么说,他们都觉得说到了自己的心坎里,似乎一切就是淘宝在给他们使绊子,故意针对他们打宣传战,但是这帮人并没有想过,他们筹备乐淘、筹备促销活动,本身也是在给李牧使绊子,宣战的是他们,李牧只是迎战罢了。 At this time, Boss Ma also said: „Also why so low as for our registered users, actually is also because promotion interaction of Taobao participates in the brand, the promotion scale, the commodity quantity and preferential effort is bigger than us, 400,000 visit to the user, after some certainly many users to LeTao has looked at our promotion detail, contrasted the Taobao event detail, discovered that we are less than Taobao in various aspects, therefore the direct selection the promotion of Taobao, gave up us, therefore is very difficult to form to register the user.” 这时候,马老板又说:“至于我们的注册用户数为什么也这么低,其实也是因为淘宝的促销互动无论是参与品牌、促销规模、商品数量以及优惠力度都比我们大,四十万访问用户中,一定有很多用户到乐淘看过我们的促销活动细节之后,又去对比了淘宝的活动细节,发现我们在各方面都不及淘宝,所以直接选择了淘宝的促销活动,放弃了我们,所以才很难形成注册用户。” Registers the user gains the cost visiting the user is higher , the reason is because registers to consume the user more behavior costs, if is not interested in website, or had to website just needed, most browsing users will not choose to become the registration user, once after user contrast, discovered that the promotion of Taobao was more powerful, they 90% will not have any attention to LeTao again, not to mention registration. 注册用户的获取成本远比访问用户要高,原因就是因为注册要耗费用户更多的行为成本,如果不是对网站感兴趣,或者对网站有刚需,大部分浏览型用户不会选择成为注册用户,一旦用户对比后发现淘宝的促销更给力,他们九成都不会再对乐淘有任何关注,更别提注册了。 The similar product competition often is such intense, because the user is often making two to choose a multiple choice topic, chooses product A, overwhelming majorities will give up product Boss, only if product Boss has the advantage in certain more careful vertical aspects, otherwise is almost impossible to have the existing space, for example, under the WeChat such powerful premise, who makes second WeChat to die without doubt, only if chooses a vertical segmentation domain to make utmost efforts to develop, lets it and WeChat has the variation competition, seems like Mo Mo, if Mo Mo does not take concentrating on „makes p” for the selling point, had died more than 10,000. 同类型的产品竞争往往就是这么激烈,因为用户往往在做二选一的单选题,选择产品a的,绝大多数会放弃产品b,除非产品b在某些更细致的垂直方面有优势,否则几乎不可能有生存空间,例如,微信这么强大的前提下,谁做第二个微信都必死无疑,除非选择一个垂直细分领域全力发展,让它和微信产生差异化竞争,就好像陌陌,如果陌陌不是以专注“约p”为卖点,早就死了一万多回了。 But at present, compared to Taobao and LeTao these two website, LeTao is completely the Taobao inferior reprint, it not only various aspects were worse than Taobao, but also has not made any surprise with Taobao, it had, Taobao had, but also compared it, even Taobao also had is LeTao does not have, in this case, a LeTao odds of success was impossible to have! 而眼下,相对于淘宝和乐淘这两个网站来说,乐淘完全就是淘宝的劣质翻版,它不但各方面都比淘宝差了许多,而且没有与淘宝打出任何诧异,它有的,淘宝都有,而且远比它强,甚至淘宝还有很多是乐淘所没有的,在这种情况下,乐淘一点胜算都不可能有！ ...... …… ps: Finally two days, requesting earnestly everyone to continue the monthly ticket support!!! Not song thanks politely!!! ps:最后两天,恳请大家继续月票支持！！！不歌拜谢！！！
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