September 30 0 : 00. 9月30日零点。 After the entire 24 hours of big promotion, the Taobao final one-day sales volume framed in 8.22 billion Yuan. 经过整整24小时的大促销,淘宝最终的单日销售额定格在了82.2亿元。 8.22 billion, to the internet industry, are one is passing the terrifying digit absolutely everywhere! 82.2亿,对互联网行业来说,绝对是一个处处都透着恐怖的数字！ The user has ordered ten million/countless, the single user average consumption volumes topped 800 Yuan, is a data that made person hard to believing. 过千万用户下单,单个用户平均消费额突破了800元,又是一个令人难以置信的数据。 0.1, the entire Taobao net thorough ebullition, all fights bravely staff hence to joyfully celebrate this tremendous victory, calm Li Mu was always startled by this number to dumbfoundedly. 零点一到,整个淘宝网彻底沸腾,所有奋战至此的员工都在欢庆这场巨大的胜利,就连一向淡定的李牧都被这个数字惊到目瞪口呆。 In the Li Mu mind does not have any data can manifest in 2002 the power of consumption of China consumer, however his Taobao net, to surpass history as well as all competitor innumerable time of mature shapes, successfully stimulated the Online shopping upsurge of all the people in 2002. 李牧脑海里没有任何一份数据能够体现2002年华夏消费者的消费能力,但是他的淘宝网,以超过历史以及所有竞争对手无数倍的成熟形态,在2002年成功激发了全民的网购热潮。 The entire activity, the Taobao net takes to the national consumers, is preferential benefit , the daily necessities, were the day clothing, even the work stationery, all liquid goods, were the unprecedented preferential benefits. 整个活动,淘宝网所带给全国消费者的,都是实打实的优惠,无论是柴米油盐,还是日化服装,甚至办公文具,所有的活动商品,都是史无前例的优惠。 It can be said that Li Mu uses day, successfully overdrew ten million/countless the user's several months of demand on the daily use articles. 可以说,李牧用一天的时间,成功透支了千万用户在日用百货上几个月的需求。 However is good because of the nation has ten hundreds of millions people, the part that billions of urban population, oneself overdraw, to the entire urban population demand on the daily use articles, will not have the huge impact. 不过好在全国有十几亿人,数以亿计的城镇人口,自己透支的这部分,对整个城镇人口在日用百货上的需求来说,并不会带来巨大的影响。 Similarly at exactly 0 : 00, the YY net announced to the national netizens sales data that the Taobao net 929 big promotes, the entire net is shocking! 同样在零点整,yy网向全国网友公布了淘宝网929大促的销售数据,全网震惊！ Not only the Internet users, the reporters and staff of editions and major media of other website cannot believe! 不只是网民,就连其他网站的编辑、各大媒体的记者与工作人员都不敢相信！ although now is 12 : 00 am, but in the network started the huge discussion upsurge as before, almost every big promotes sales under the news of 8.22 billion sales volumes about Taobao 929, some innumerable Internet users were discussing: 虽然现在是凌晨12点,但是网络上依旧掀起了巨大的讨论热潮,几乎每一个关于淘宝929大促销82.2亿销售额的新闻下面,都有无数网民在讨论: „A Taobao net day of sales volume 8.22 billion?! So is such possibly high?!” “淘宝网一天销售额82.2亿？！这么可能这么高？！” „Was moisture content too big? Haven't 8.22 billion, how said 10 billion?” “水分太大了吧？还82.2亿,怎么不说100亿呢？” „8.22 billion? Actually did Taobao sell how many things?” “82.2亿？淘宝究竟都卖出了多少东西？” „website, a day sells out 8.22 billion commodities! What except that was abnormal I also to say?” “一个网站,一天卖掉82.2亿的商品！除了变态我还能说什么？” Also many netizens said: 也有不少网友表示: „8.22 billion many? Our family/home altogether buys more than 3000 Yuan things in Taobao today.” “82.2亿很多吗？我们家今天一共在淘宝就买了三千多块钱的东西。” „Today made eight orders, oneself family/home four, neighbor four, wait to receive goods!” “今天下了八个订单,自己家四个,邻居四个,坐等收货！” „My mother bought one year of laundry powder and shampoo! Supports Taobao!” “我妈把一年的洗衣粉和洗发水都买回来了！支持淘宝！” „Online shopping is so convenient, the thing that so long as later can online buy, I did not go to the bricks-and-motar!” “网购这么方便,以后只要是能在网上买的东西,我就不去实体店了！” Li Mu analyzes several reasons that this big promotion can obtain such high sales volume sanely: 李牧理智的分析了这次大促销能够取得这么高销售额的几个原因: First, the propaganda scale is huge, the lineups of 18 stars in the recent years enterprise propaganda, were it can be said that unprecedented ; 第一,宣传规模庞大,十八位明星的阵容在近年来的企业宣传里,可以说是史无前例的; Second, the preferential effort is big enough, the preferential plan that the Taobao nets and so many well-known daily use articles business, introduce is the consumer has never seen the low price, the consumer naturally goes after like ducks ; 第二,优惠力度够大,淘宝网和这么多家知名日用百货企业合作,推出的优惠方案是消费者从来不曾见到过的低价,消费者自然趋之若鹜; Third , to promote sales pattern Xinying, the promotion ways of various types of Full Reduction tickets, let collecting single Coudan who the user non-stop, in 8.22 billion sales volumes, there is a large number actually to be ultra of consumer to buy the behavior ; 第三,促销模式新颖,各种满减券的促销方式,让用户不停的凑单凑单,82.2亿销售额里,有相当一部分其实属于消费者的超购行为; Fourth, the competitor is weak, LeTao this activity played to pound thoroughly, basically was also doomed it to get online then the destiny of servant street, but several other e-Commerce platforms let alone competed, including does not have, Taobao that dares to follow up was at an aloneness to ask the aloof boundary of defeat completely this solitary one ; 第四,竞争对手疲软,乐淘这次活动彻底玩砸了,基本上也就注定了它上线便仆街的命运,而其他几个电商平台别说竞争,连一个敢跟进的都没有,淘宝完全处在一种独孤求败的超然境界; This promotion succeeds greatly, to the Taobao next step development, important, Li Mu cares is not 8.22 billion this independent numbers is astonishing, what he cares, through influence that these promotes sales time, „Online shopping” this new expense form, implants to the daily life of consumer truly. 这一次的促销大获成功,对淘宝下一步的发展来说,至关重要,李牧在乎的不是82.2亿这个单独的数字有多么惊人,他在意的是,通过这一次促销的影响力,把“网购”这个新的消费形式,真正植入到消费者的日常生活当中。 Some many consumers can understand Online shopping taking this opportunity, and becomes the Online shopping user ; 有多少消费者能够借此机会了解网购、并且成为网购用户; Some many Online shopping users can, become the Online shopping deep user through this promotion ; 有多少网购用户能够通过这一次促销、成为网购深度用户; More new users as well as more deep users, are promote the Taobao net entire mass the key indicator, therefore to Li Mu, real sense of this promotion in these two points. 更多的新用户以及更多的深度用户,才是提升淘宝网整个体量的关键指标,所以对李牧来说,这次促销的真正意义就在这两点上。 ...... …… When the Taobao net wins joyful, the entire net discussed earnestly, in Hangzhou Boss Ma is very depressed. 就在淘宝网欢庆大胜、全网热切讨论的时候,远在杭城的马老板无比沮丧。 Just in the past 24 hours, the total sales volume of LeTao net altogether pitiful 18 million. 刚刚过去的24个小时里,乐淘网的总销售额一共只有可怜的一千八百万。 In this 18 million back, is several company common cooperation, is 16 million propaganda budget back supports, the light is the overall investment of activity surpasses 20 million, the result sales volume did not have the overall investment volume to be high, this failed simply the extreme. 在这一千八百万的背后,是几家公司共同的协作、是一千六百万宣传预算的背后支撑,光是活动的总体投入都超过两千万,结果销售额都还没有总体投入额高,这简直失败到了极点。 Boss Ma this moment looks at Taobao net day sold 8.22 billion news, the data of looks at platform 18 million sales, the whole person was again dejected, this time, he has been repeating two characters: „Defeat! Defeat!” 马老板此刻看着淘宝网日销售82.2亿的新闻,再看着自己平台一千八百万销售的数据,整个人颓然至极,这一次,他心里一直在重复着两个字:“败了！败了！” Truly defeat! 确实败了！ From the beginning was being pressed hitting by Li Mu, simply is the wanton bombing same fighting method, making Boss Ma absolutely not have the opportunity to gasp for breath. 从一开始就被李牧压着打,简直是狂轰滥炸一样的打法,让马老板根本就没有机会喘口气。 In addition Sun Zhengyi (Masayoshi Son) as well as Amazon give up, lets the position that Boss Ma falls into is isolated and cuts off from help, he is also clear, this LeTao losses, these two companies, will not give LeTao to supplement the one cent to invest in the future again. 再加上孙政义以及亚马逊都临阵放弃,更让马老板陷入孤立无援的境地,他心里也非常明白,这一次乐淘了,将来这两家公司,都不会再给乐淘追加一分钱投资。 Most makes Boss Ma feel what pain is, now completely what to do he does not know next should. 最让马老板感到痛苦的是,他现在完全不知道下一步该怎么办。 When everyone incomparably dispirited, Boss Ma returned to own office silently, sits down exhausted on the office chair, is pondering own next this/should what course to follow. 在所有人都无比颓丧的时候,马老板默然回到了自己的办公室,在办公椅上瘫坐下来,思考着自己的下一步该何去何从。 Initially LeTao established time, Softbank and Amazon invested a sum of money respectively, what the although reality threw to the account was only part of promise investment, but is lying in the LeTao account truly fund scale also over ten million dollars, at present is also left over the big several million dollars, is LeTao at present all family belongings. 当初乐淘创立的时候,软银和亚马逊分别投了一笔钱,虽然实投到账的只是许诺投资的一部分,但真正在乐淘账上趴着的资金规模也在千万美金以上,眼下还剩下大几百万美金,是乐淘目前所有的家当。 At present, Boss Ma has two choices: Either gives up LeTao, the shareholder starts to criticize, finally everyone in remaining money divide/allocate the account, the company declared bankruptcy ; Either, takes these several million USD to insist again, finds other opportunities, waited for this sum of money Huawan, company to be finished thoroughly. 眼下,马老板有两个选择:要么放弃乐淘,股东开始清算,最后大家把账上剩下的钱分了,公司宣告破产;要么,拿着这几百万美元再坚持坚持,找其他的机会,等这笔钱花完、公司彻底完蛋。 To Boss Ma, the first choice is he is not willing to do decidedly, but if two investors decide to do, he also can only revere from the request of investor. 对马老板来说,第一个选择是他决然不愿意去做的,但是如果两家投资方决定这么干,那他也只能尊从投资方的要求。 As for the second choice, makes Boss Ma indecisive similarly, if Softbank and Amazon do not prepare to criticize, that these several million USD, possibly are in the 2 c retail finally wrestled. 至于第二个选择,也同样让马老板犹豫不决,如果软银和亚马逊不准备清算,那这几百万美元,可能就是自己在2c零售行业的最后一搏了。 From the heart deep place, Boss Ma hopes can continue to insist, he is a competitive person, moreover to defeating own person, has had natural hostility, Li Mu's hit the face several times, has made him locate archenemy for a lifetime Li Mu in the heart, if accepted the failure at this time thoroughly, that feared this whole life to lose defeated the Li Mu's opportunity. 从内心深处来说,马老板还是希望能够继续坚持下去的,他本身就是个不服输的人,而且对战胜过自己的人,有着天然的仇视,李牧的数次打脸,已经让他在心中将李牧定位成一辈子的大敌,如果这个时候就彻底接受失败,那恐怕这辈子都失去了击败李牧的机会。 But, Boss Ma also is very at heart clear, Li Mu has grown to so the scale now, even if oneself wrestle again one time, was still very difficult to find the breakthrough point, went to meet as an equal to Li Mu, in other words, even if LeTao continued to insist, was still the uncertain future. 可是,马老板心里也很清楚,李牧现在已经成长到如此规模,自己就算是再搏一次,也很难找到切入点,去跟李牧分庭抗礼,也就是说,即便乐淘继续坚持下去,也是前途渺茫。 While Boss Ma sobbed to sigh, Lu Zhaoxi knocked on a door, face dejected Boss Ma, sighed one to say shortly lightly: „Chief Ma, about LeTao next, I think a moment ago, a little general idea wants to bump with you.” 正当马老板唏嘘叹气至极,陆照喜敲门进来,眼看一脸颓然的马老板,轻叹一声说:“马总,关于乐淘的下一步,我刚才想了一下,有点大概的想法想跟你碰一碰。” Boss Ma nods gently: „Sat down to say.” 马老板轻轻点了点头:“坐下说吧。” Lu Zhaoxi sits well in front of Boss Ma, said: „I felt, we chose mistakenly the direction from the beginning.” 陆照喜在马老板面前坐定,说:“我觉得,我们一开始就选错了方向。” Boss Ma frowns: „Zhaoxi, how did this words say?” 马老板不由皱起眉头:“照喜,此话怎讲呢？” Lu Zhaoxi said: „The 2 c business is the e-Commerce retail end core, this point is without a doubt, but we should not notice that initially Taobao Brand Day can complete, drift off cannot help but route.” 陆照喜说:“2c业务是电子商务零售端的核心,这一点毋庸置疑,但是我们当初不该看到淘宝品牌日做得好,就不由自主的跑偏了路线。” At this point, Lu Zhaoxi sees the Boss Ma expression to be dignified, then explained: „Chief Ma, we do now, is more like business to consumer, rather than consumer to consumer. business to consumer is Li Mu most excels, Brand Day is 929 big promotion, his successful core in -depth cooperation with name brand enterprise, this point is we is extremely defective, in other words, we, if continues to do against with Taobao in the business to consumer domain, Li Mu has also formed the integrity steamroll to us, with its this, why we do not avoid his point, chooses the consumer to consumer domain that he does not have to attach great importance to?” 说到这里,陆照喜见马老板表情凝重,便解释道:“马总,咱们现在干的,更像是b2c,而不是c2c。b2c是李牧最擅长的,无论是品牌日还是929大促销,他成功的核心就是与品牌企业的深度合作,这一点是我们极其欠缺的,也就是说,我们如果继续在b2c领域跟淘宝对着干,李牧也会一直对我们形成整体性的碾压,与其这样,我们为什么不避开他的锋芒,选择他没有非常重视的c2c领域呢？” Boss Ma silent moment: „Your meaning is, completely gives up business to consumer, does only for the consumer to consumer platform that the middle-and-small seller serves?” 马老板沉默片刻:“你的意思是,完全放弃b2c,做只为中小型卖家服务的c2c平台？” Lu Zhaoxi nods, said: „Right! You think, Taobao most energy on name brand enterprise, but I believe that most China consumers, stemming from performance-to-price ratio and other considers all the factors, will favor choosing the product of small brand or no brand, particularly clothing.” 陆照喜点了点头,说:“没错！你想一想,淘宝大部分的精力都在品牌企业身上,但是我相信,大部分华夏消费者,出于性价比等方面的综合考虑,会倾向于选择小品牌或者无品牌的产品,尤其是服装。” The clothing that „Hangzhou Sijiqing Wholesale Market, finalized every day are millions, these clothing from Hangzhou each small-scale garment enterprise to Sijiqing Wholesale Market, flow to the clothing shop in whole country by Sijiqing again, compared to brand clothing, this batch of clothing, in the entire clothing spends the proportion of accounting to be actually bigger, the nation has more than dozens over a million middle-and-small clothing stores, each shop owner is a potential middle-and-small seller, they have the source of goods, has the bricks-and-motar, but the bricks-and-motar can only cover that small block that he is, if they open the shop in LeTao, has the opportunity to cover the nation, moreover opens the shop. Also does not have any extra cost, a computer was enough, why not?” “杭城的四季青批发市场,每天成交的服装都数以百万计,这些服装从杭城各个小型服装企业到四季青批发市场,再由四季青流向全国各地的服装店铺,相对于品牌服装,这批服装在整个服装消费中所占的比例其实更大,全国有不下几十上百万家中小型服装店,每一个店主都是一个潜在的中小型卖家,他们有货源,有实体店,但是实体店只能覆盖他所在的那个小小的片区,如果他们在乐淘开设网店,就有机会覆盖全国,而且开网店也没有什么额外成本,一台电脑就足够了,何乐而不为呢？” Boss Ma seriously pondered words that Lu Zhaoxi spoke, cannot help but at present one bright! 马老板非常认真的思考了陆照喜所说的话,不由得眼前一亮！ Lu Zhaoxi said is very reasonable, the Taobao net wins the close cooperation with name brand enterprise, oneself obsessed, chooses him does against in the level that Li Mu most excels, is doomed to be defeated. 陆照喜说的很有道理,淘宝网胜在与品牌企业的密切合作,自己鬼迷心窍,选择在李牧最擅长的层面与他对着干,注定失败。 However, did not discuss regardless the brand, actually the low-and-middle product of non- brand, is a capacity bigger market, if can the bosses in national middle-and-small clothing store transform the LeTao shop owner, to LeTao, is a brand-new development opportunity. 但是,抛开品牌不谈,其实非品牌的中低端产品,才是一个容量更大的市场,如果能够全国中小型服装店的老板都转化成乐淘的店主,对乐淘来说,也是一个全新的发展机遇。 Even if develops e-Commerce domain Sijiqing LeTao, wants clear explicit many compared with its present localization, moreover somewhat odds of success. 哪怕把乐淘发展成电子商务领域的四季青,也比它现在的定位要清晰明确的多,而且也更有几分胜算。 Immediately, Boss Ma spunks up immediately, asked Lu Zhaoxi: „That you said is a very good mentality, most important matter, hurries first to investigate middle-and-small seller situation on the Taobao, the Taobao user are many, current capacity is big, even does not support the middle-and-small seller on own initiative, the middle-and-small seller should still have room for certain profit, first has a look at the development situation of Taobao middle-and-small seller, best to dig one batch, lets them while his Taobao net opens a shop, online opens a shop in LeTao, to them, the two sides open a shop do not need to increase the cost additionally, moreover can increase an income, why not?” 随即,马老板立刻打起精神,问陆照喜:“你说的这个是一个很好的思路,不过首要的事情,还是赶紧先调查一下淘宝上的中小型卖家情况,淘宝用户多、流量大,就算是不主动扶持中小型卖家,中小型卖家本身应该也有一定的盈利空间,先看看淘宝中小型卖家的发展情况,最好是能够挖一批过来,让他们在他淘宝网开店的同时,也在乐淘网上开店,对他们来说,两边开店根本不需要额外增加成本,而且能增加一份收入,何乐而不为？” Lu Zhaoxi nods: „I begin to investigate the special details of Taobao middle-and-small seller immediately, has the exhaustive report as soon as possible.” 陆照喜点了点头:“我立刻着手调查一下淘宝中小型卖家的具体情况,尽快出个详尽的调查报告。” Boss Ma beckons with the hand, said: „In this for a short time, everyone is not tired today, the time, in my opinion, everyone first did not return home from work early, rested well......” 马老板摆了摆手,说:“不在这一时半刻,今天大家都累了,时间也不早了,依我看,大家先下班回家,好好休息休息吧……”