The Taobao 929 promotion, compare with the LeTao 929 promotion, various aspects truly are steamroll. 淘宝929促销,和乐淘929促销比起来,各方面确实都是碾压性的。 Since the Taobao advertisement gets online, the visit user of Taobao net increased sharply several millions, the registration user increased sharply about 1 million, visited the registration conversion rate of user to surpass 20% . 自从淘宝的广告上线之后,淘宝网的访问用户激增了数百万,注册用户激增了近百万,访问用户的注册转化率超过了20%,。 Such high conversion rate, but must remove a large number is the visit user of Taobao user, therefore such looks like, this Taobao 929 promoted sales the registration conversion rate of advertisement to surpass 50%. 这么高的转化率,还要去掉相当一部分原本就已经是淘宝用户的访问用户,所以这么看来,这次淘宝929促销广告的注册转化率超过了50%。 Reason that there is such a high conversion rate, truly is because after Taobao all promotion regulations get online, various familiar brand discounts are clear, moreover there are to snatch and pull out various large Full Reduction coupons the method, is big to the attraction of user. 之所以有这么高的转化率,确实是因为淘宝所有的促销细则上线之后,各种耳熟能详的品牌折扣一目了然,而且还有抢、抽各种大额满减优惠券的玩法,对用户的吸引力非常大。 The backstage data showed, the Taobao registration user below 30, the page about promotion glances over most commodity categories is a clothing, because the name brand of lots of domestic young people affection in this Taobao promotion, gave true 50% discount, this truly is place of the huge attraction. 后台数据显示,年纪在30岁以下的淘宝注册用户,关于促销活动的页面浏览最多的商品品类是服装,因为大量国内年轻人非常喜爱的名牌在这次淘宝促销中,给出了真正的五折优惠,这确实是一个巨大的吸引之处。 The Taobao registration user over 30, pays attention many are the daily use articles and daily necessities. 年龄在30岁以上的淘宝注册用户,关注最多的则是日用百货和柴米油盐。 But Taobao this time in view of these users, it may be said that is takes the trouble to think, can say, Taobao this promoting all daily use articles and daily necessities class product, made its audience user have the intense buying urge, because the price was really cost-effective, was more cost-effective than in any other prices of channel purchase the user! 而淘宝这次针对这些用户,可谓是费尽了心思,可以说,淘宝这次推出的所有日用百货、柴米油盐类产品,都让它的受众用户产生了强烈的购买欲,因为价格真的是划算,比用户在其他任何渠道购买的价格都要划算！ Taobao by the powerful, perfect as well as attractive promotion, attracts the enormous quantity user paid attention to , with the astonishing data, lets all enterprises that participate in this event shock. 淘宝凭借强大、完善以及极具吸引力的促销活动,吸引了极大量用户关注的同时,也用惊人的数据,让所有参与这次活动的企业所震惊。 Taobao this time has not adopted to sell in advance, therefore does not have the most direct data to estimate the sales volume, but joins the subscriber of shopping cart, as well as collects the subscriber, can as before very direct-viewing manifests a model of product in the future will move the period the general sales volume. 淘宝这一次没有采取预售,所以没有最直接的数据来预估销量,但是加入购物车的用户数量,以及收藏用户数量,依旧能够很直观的体现出一款产品在未来活动期间的大概销量。 For example: A Procter & Gamble Corporation affiliated shampoo brand, promoted a very preferential family coverall combination in this activity, the shampoo of 1500 milliliters big bottle adds on the conditioner of 1500 milliliters big bottle, simultaneously bestows one set of 200 milliliters small bottle travel attires additionally, but also presents as a gift a towel that has this/should brand logo. 例如:宝洁公司旗下的一款洗发水品牌,在这次活动中推出了一个非常优惠的家庭套装组合,1500毫升大瓶的洗发水加上1500毫升大瓶的护发素,同时额外赠送一套200毫升的小瓶旅行装,还加赠一条有该品牌logo的毛巾。 Originally the price was more preferential than the market, were more than three types of complimentary gifts of the market, meanwhile supported the full 199-50 coupons in this foundation, to has not experienced over 30 user of online promotion to this incentive is really extremely excited, 12 hours, joined the user of shopping cart or collection this coverall, surpassed 1 million. 本来价格就比商场优惠、比商场多了三样赠品,同时还在这个基础上支持满199-50的优惠券,对很多从来没有经历过网上促销的30岁以上用户对这个促销力度真是极其兴奋,12个小时的时间里,把这个套装加入购物车或者收藏的用户,就超过了一百万。 12 hours add to the shopping cart or the collection on 1 million people, 8 days of time although not possible to be multiplied by 16 in this foundation, but is multiplied by five always not to have the too major problem, in that case, is 5 million sets, even if the conversion rate is only half finally, was 2.5 million sets! To the enterprise, this data makes them shocking simply and wild with joy. 12个小时就一百万人加入购物车或者收藏,八天时间虽然不可能在这个基础上乘以16,但是乘以五总是没太大问题的,那样的话,就是五百万套,哪怕最终转化率只有一半,也是两百五十万套了！对企业来说,这个数据简直让他们震惊与狂喜。 Li Mu this time is the hope by this round activity, opens up the e-Commerce perspective thoroughly, not only need make the Internet users be familiar with online to buy the electronic products, must let the thing that the Internet users are familiar with online to buy other need daily, induces them to foster the consumption habit of Online shopping, but wants to serve this purpose, must realize the large scale sales in the commodity. 李牧这次就是希望靠这一轮的活动,彻底打开电子商务的局面,不但要让网民习惯在网上买电子产品,也要让网民习惯在网上买其他所有日常所需的东西,诱导他们养成网购的消费习惯,而想达到这个目的,就必须要在商品本身实现大比例降价促销。 The meager profit but high turnover, in the e-Commerce domain is the most typical business rule, similar Jingdong such platform, to disappears quickly promotion of sale the abnormal, many people usually cannot feel anything, but if estimates its sales volume slightly, having a look at its onstage data to guess correctly a general idea. 薄利多销,在电子商务领域是最典型的商业规则,类似京东这样的平台,对快消品销售的推动有多变态,很多人平时感觉不出什么,但如果稍微估算一下它的销量,看看它的前台数据就能猜出一个大概。 For example, searches for the shampoo on Jingdong, shampoo and conditioner of some Ting brand series altogether have over 760,000 commentaries, product altogether five of this series, the unit price is 65.9 Yuan, supposed that the Jingdong user purchases the commentary ratio is 5 : 1, in other words, 760,000 commentaries back, at least 3.8 million purchases! Because most users are not familiar with comment, this proportion is possibly higher. 例如,在京东上搜洗发水,某婷品牌一个系列的洗发水、护发素共有超过76万条评论,这个系列的产品一共有五款,单价均为65.9元,假设京东用户购买评论比是5:1,也就是说,76万条评论的背后,至少有380万次购买！而且由于大部分用户不习惯评论,这个比例可能更高。 3.8 million purchases, the unit price is 65.9 Yuan, the product of this series, in the Jingdong sales volume is 250 million Yuan RMB! 380万次购买,单价是65.9元,这一个系列的产品,在京东的销售额就是2.5亿元人民币！ Likewise, single appraisal of iPhone 6s on Jingdong discussed over 780,000, similarly deferred to 5 : 1 purchase commentary compared with the computation, the actual sales volume was 3.9 million, but the iPhone 6s price-proportion shampoo was much higher much, synthesized the pricing of various capacities to be different, supposed that finalized the average price is 5500 Yuan, then Jingdong sold out the value 214.5 billion iPhone 6s cell phones! 同理,iphone6s在京东上的单品评论超过78万条,同样按照5:1的购买评论比计算,实际销量是390万台,而iphone6s的单价比洗发水要高得多得多,综合各种容量的定价不同,假设成交均价为5500元,那么京东卖掉了价值2145亿的iphone6s手机！ To say the least, if a price higher product, the user comment enthusiasm is higher, supposed that the purchase commentary ratio of Apple cell phone is 2.5 : 1, then Jingdong also at least sold out over 100 billion Yuan iPhone 6s! 退一步说,如果价格越高的产品,用户评论积极性就越高的话,假设苹果手机的购买评论比是2.5:1,那么京东也至少卖掉了超过1000亿元的iphone6s！ A commodity, sold over a thousand hundred million Yuan! And self-management! Such platform simply is abnormal general existence, it will make all enterprises attach great importance to it especially, the right to speak is extremely naturally strong. Moreover, even its account has lost money, its estimate value is still extremely high. 只是一款商品,就销售了上千亿元！而且还是自营！这样的平台简直就是变态一般的存在,它会让所有企业都对它格外重视,话语权自然极强。而且,即便它账面一直亏损,它的估值也是极高的。 Li Mu wants, through this activity, in the face of all enterprises, stands erect the abnormal image of Taobao net, so long as this success, later all enterprises will become the Taobao most faithful supplier and partner. 李牧要的,就是通过这次活动,在所有企业面前,竖立起淘宝网的变态形象,只要这一次成功,以后所有的企业都会成为淘宝最忠实的供应商以及合作伙伴。 At that time, they not only need give Taobao more favorable conditions, longer account period, but must to the Taobao many custom-made services, possibly in the future, the Procter & Gamble affiliated each brand promote the Taobao coverall that fed specially for Taobao, possibly many cell phone manufacturers are also willing to introduce the Taobao exclusive cell phone, these can greatly promote the Taobao platform and brand. 那时候,他们不但要给淘宝更多的优惠条件、更长的账期,还要给淘宝更多的定制化服务,可能将来,宝洁旗下每一个品牌都会为淘宝推出专供的淘宝套装,可能很多手机厂商也愿意推出淘宝专有的手机,这些都是能够大大提升淘宝平台与品牌知名度的。 Taobao in the past 12 hours, not only allows the national Internet users to enter the Online shopping revelry, to sweep the goods ahead of time crazily the rhythm, but also lets all brands that participates in this promotion are excited, was also increased by the subscriber of own platform unceasingly, the harvest is enormous. 淘宝在过去的12个小时里,不但让全国网民提前进入网购狂欢、疯狂扫货的节奏,还让所有参与这次促销的品牌激动不已,同时也让自己平台的用户数量不断攀升,收获可谓极大。 However LeTao over the past 12 hours, was really pitiful. 但是乐淘过去的12个小时,就实在是太悲惨了。 Pū the street to the promoted data of dying, lets Boss Ma and entire LeTao team falls into the deep despair. 扑街到死的推广数据,让马老板以及整个乐淘团队陷入深深的绝望。 Regardless at any time, the data will not lie, gets down again, 12 hours 13,000 registration users, a day 26,000, the optimistic point calculates that a day 30,000 were good, eight days altogether 240,000...... 无论任何时候,数据不会说谎,再这么下去的话,12个小时1.3万注册用户,一天2.6万,乐观一点算一天3万好了,八天一共才24万…… If 16 million promoted costs pound, only then 240,000 registration users, this will certainly become the biggest joke of internet industry the birth since the promoted case that as well as has most been defeated. 如果一千六百万的推广成本砸下去,只有24万注册用户,这一定会成为互联网行业自诞生以来最大的一个笑话以及最失败的推广案例。 Any platform and any product, gain the cost of user not high to this situation. 任何平台、任何产品,获取用户的成本都不会高到这种地步。 If, only then 240,000 registration users, that arrived at the promotion time, how many users can have the consumer behavior truly? Even if optimistic a estimate, when the time comes 50% users will order, average guest unit price 100 Yuan, then the sales volume of entire promotion is still only 12 million...... 如果真的只有24万注册用户,那到了促销的时候,能有多少用户真正产生消费行为？就算再乐观一点估计,到时候会有50%的用户下单,平均客单价100元,那么整个促销活动的销售额也只有1200万…… This data makes one want dead simply! 这个数据简直让人想死！ Side is Li Mu draws ebay to buy stock in PayPal together, PayPal that the three parties pool capital is favored by entire US immediately, because the estimate values of three companies this cooperation rises fast ; 一边是李牧拉着ebay一起入股paypal,三方合资的paypal立刻被全美看好,三家公司的估值都因为这个合作快速蹿升; Side was Boss Ma brings Alibaba, to bring Amazon, to bring Dangdang, the three parties to pool capital to do LeTao, conducted a promotion, light/only advertizing budget 16 million, finally total sales volume of promotion 12 million! Moreover 12 million total sales volumes have almost no profit, is counted the manpower and resources of investment, this promotion, LeTao must owe above 20 million...... 一边是马老板带着阿里吧吧、带着亚马逊、带着当当,三方合资搞了一个乐淘,搞了一个促销活动,光广告预算就一千六百万,最后促销活动的总销售额才1200万！而且1200万总销售额几乎没什么利润,算上投入的人力物力,这一场促销活动,乐淘就要亏个两千万以上…… If these two situations put together contrasts, Boss Ma almost wants to push aside crack to worm one's way into. 这两种情况如果放在一起对比,马老板几乎想扒开一条地缝钻进去。 Yang Weilian is also very awkward, what to do? Amazon also wants to enter the China market taking advantage of LeTao, now looked, just took in the first foot of China, stepped on catches Shoujia under Li Mu arrange/cloth, loss in money was indifferent, but considering this to entire Amazon in the influence of China strategic plan, the indirect losses was very huge. 杨威廉也很尴尬,怎么办？亚马逊还想借乐淘进入华夏市场,现在看,刚迈出在华夏的第一脚,就踩到了李牧布下的捕兽夹,金钱上的损失无所谓,但是考虑到这对整个亚马逊在华夏战略规划的影响,间接损失还是非常巨大的。 But he does not have the means that present LeTao was almost pressed by Taobao stubbornly in the arena fiercely attacks, the first class hits, the next three groups also hit, in the arena also does not have the referee, who can rescue LeTao at this time in the water and fire? 可是他也没有办法,眼下的乐淘几乎是被淘宝死死压在擂台上猛打,上三路打,下三路也打,擂台上又没有裁判,谁能在这个时候救乐淘于水火？ Desperate in Boss Ma burst out the mood of resenting, in conference room extremely serious said: „We cannot continue to sit waiting for death! The entire promotion that before decided looked like is almost hit to abandon by Muye Science and Technology now, we must try to find other solutions!” 绝望之中的马老板迸发出了愤恨的情绪,在会议室里极其严肃的对所有人说:“我们不能继续坐以待毙！之前定的整个推广现在看来几乎都被牧野科技打废了,我们必须要想其他的办法！” Lu Zhaoxi said: „In this case, we spend so much money with it in the promotion, might as well consider as finished to the user on money smash simply, we transform the user through the media, such a was mixed by Li Mu, registers the user gains the cost to exceed 75 Yuan, if we change the mentality, yields profit money directly to the user to be better?” 陆照喜说:“如果这样的话,我们与其砸这么多钱在推广上,不如干脆把钱砸到用户身上算了,我们通过媒体转化用户,被李牧这么一搅和,一个注册用户的获取成本超过75元,如果我们转变思路,直接把钱让利给用户岂不是更好？” Saying, Lu Zhaoxi is adding: „If we can give each registration user 20 Yuan cash to be preferential, the user registration quantity will certainly increase suddenly! Also compared with trades a registration to use Hu Qiang with 75 Yuan like this many!” 说着,陆照喜补充道:“如果我们能够给每个注册用户20元现金优惠,用户注册数量一定会猛增！也比这样用75块钱去换一个注册用户强得多啊！” Boss Ma asked him: „Your meaning is, does this money give the user directly? Let the user spend freely? Sets up to use the threshold?” 马老板问他:“你的意思是,这钱直接给到用户吗？让用户自由消费？设立使用门槛吗？” Lu Zhaoxi said: „Uses the threshold to suppose, once otherwise opens the loopholes that can exploit directly, feared that could not receive, we might as well used the Taobao way, provided the coupon, didn't they have the shifts of several Full Reduction coupons? We give each user to deliver one fully 99 to reduce 20 coupons simply, can use based on audience 20% discount.” 陆照喜说:“使用门槛是一定要设的,否则一旦开了可以直接钻的空子,怕是就收不住了,我们不妨用淘宝的方式,发放优惠券,他们不是有好几个满减优惠券的档位吗？那我们就干脆给每个用户送一张满99减20的优惠券,可以在全场八折的基础上使用。” Cai Chongxin said: „Old Lu, do not forget, even if we change the mentality temporarily, increases the incentive, but we increase the incentive the news, needs to put by the media as before, otherwise, even if we fold to give the user fully 99 to reduce 50 again, the user cannot receive this message, therefore our promoted costs cannot save.” 蔡崇新说:“老陆,你别忘了,我们就算临时换思路,增加促销力度,但我们增加促销力度的消息,依旧需要靠媒体来投放,不然的话,就算我们折上再给用户满99减50,用户也根本接收不到这个消息,所以我们的推广成本是省不下来的。” Lu Zhaoxi smacks the lips. 陆照喜咂了咂嘴。 Somewhat is excited, train of thought to be somewhat one-sided, oneself only think that changes a registration user with its flowered 75 Yuan, is inferior to the drawing cash direct grants user, but neglected, regardless of LeTao trades anything to promote the strategy, must depend upon the media to conduct the information delivery, therefore , wants to save the money of promotion is not possible, at present can do only, is finds the way to increase the conversion rate of promotion. 情绪有些激动、思绪有些片面,自己只想到与其花75元换一个注册用户,不如拿着钱直接补贴用户,但是又忽略了,无论乐淘换什么推广策略,都必须要依靠媒体来进行信息投放,所以说,想省推广的钱是不可能了,眼下唯一能做的,就是想办法增加推广的转化率。 The audience are pondering, Boss Ma is also frowning tightly, does not say a word. 全场都在沉思,马老板也紧皱着眉头,一言不发。 Now looks like, the method of raising the promoted conversion rate has three. 现在看来,提高推广转化率的方法有三个。 The first method: Similarly hires the A-lister to advertize, but this definitely, 929 promotion time definitely had no way to change without enough time, at this time asked the star, to discuss that the price and racket advertisement and postproduction, waited for the advertising reel to complete perhaps already in October ; 第一种方法:同样雇佣一线明星做广告,但是这肯定来不及了,929的促销时间肯定没法改,这时候去找明星、谈价格、拍广告、后期制作,等广告片做好没准已经十月份了; The second method: Takes the Taobao path, looks big pile of well-known brand names to join, brand of LeTao this activity the quantity or the quality and popularity, were flung several hundred streets by Taobao, if can think the means enhancement brand attraction, can certainly promote the transformation. However the issue came, whom at this time asked to cooperate? Taobao eyes covetously, the big brand will certainly not brave to offend the Taobao risk, comes to cooperate with LeTao, therefore this road is also very difficult to walk passes ; 第二种方法:走淘宝的路子,去找一大堆著名品牌加入,乐淘这次活动的品牌无论是数量还是质量、知名度,都被淘宝甩出几百条街,如果能想办法增强品牌吸引力,也一定可以提升转化。但是问题又来了,这时候去找谁合作呢？淘宝虎视眈眈,大品牌一定不会冒着得罪淘宝的风险,来跟乐淘合作,所以这条路也很难走得通; The third method: Improves the incentive! Taobao is not various shifts Full Reduction, can the full 199-198 coupons snatch? That LeTao also promotes the extra coupon, attracts the attention of user with preferential benefit. 第三种方法:提高促销力度！淘宝不是各种档位的满减,还有满199-198的优惠券可以抢吗？那乐淘也推出额外的优惠券,用实打实的优惠来吸引用户的注意。 At present, only then the third means seem like the only possible outlet, but the issue also exists. 眼下,只有第三种办法看起来是唯一可能的出路,但是问题同样存在。 Once decided that must be additionally preferential to the user, means that LeTao wants to bear the extra preferential cost, if really attracts many users to come, that this will be a very big disbursement, the room for profits was low, if again extra full 99-20, basically the user will purchase 99 Yuan commodity every time, LeTao must give instead of taking at least over 15 Yuan. 一旦决定要额外给用户优惠,就意味着乐淘要自己承担额外优惠的成本,如果真吸引不少用户过来,那这就将是一笔很大的支出,原本利润空间就非常低,如果再额外满99-20的话,基本上用户每购买99元商品,乐淘自己要倒贴至少15元以上。 Boss Ma did not fear that compensates to select money earned to call, but he feared that belt/bring leaning rhythm, the present internet industry has not entered truly burns the stage that money fights with all might, but Li Mu compelled to burn money Boss Ma to be possible the situation of recalling leeway, Boss Ma worried at heart, worried was once started this unhealthy competitive pattern, full power what to do if Taobao did follow up? 马老板不怕赔点钱赚吆喝,但是他怕带偏了节奏,眼下的互联网行业还没有真正进入烧钱拼杀的阶段,但是李牧把马老板逼到了必须烧钱才有可能挽回余地的地步,马老板心里非常担忧,担忧的就是一旦启动这种不健康的竞争模式,万一淘宝全力跟进怎么办？ If by some chance after oneself hold the decision that is owing 10 million to gain calls, what to do Taobao is willing to owe 30 million to come with oneself dead to knock? 万一自己抱着亏一千万赚吆喝的决定之后,淘宝愿意亏三千万来跟自己死磕怎么办？ In own hand does not have many cash available, but in Li Mu, at least has the Taobao net billions precipitation payment for goods in the hand! 自己手里没多少现金可用,但李牧手里,至少有淘宝网几十亿的沉淀货款在手啊！ If plays with one's life to do with Li Mu, once own money cannot follow, falls short immediately...... 如果这么跟李牧玩命干,一旦自己的钱跟不上,就立刻功亏一篑…… ...... …… ps: Recently worked is too busy, does the second nearly two points, the sincerity was tired, hopes that everyone can support the genuine, to cast a monthly ticket as far as possible! Not song is deeply grateful! Before sleeping, asked a wave of monthly ticket again! The brothers and sisters, we must all fight vigorously finally! ps:最近工作太忙,搞完第二更都快两点了,真心累,希望大家能尽量支持正版、多投一张月票！不歌感激不尽！睡觉之前再求一波月票！兄弟姐妹们,我们一定要全力战到最后！