RINAPE :: Volume #10

#952: Rubs the heat degree

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The Taobao net 929 big promotion, day sales volume achieved on 8.22 billion news all news media to achieve the effect of slaughter version internally. 淘宝网929大促销,日销售额达到82.2亿的新闻在国内所有的新闻媒体上都达到了屠版的效果。 All media, everyone not possible, hard to believing and unthinkable attitude are discussing 8.22 billion this group of data by one type, but, the genuine and fake of no media question this data, instead are seek for various thorough refined the news stories, conducts further supplement report. 所有媒体、所有人都在以一种不可能、难以置信、匪夷所思的态度讨论着82.2亿这组数据,但是,没有一家媒体质疑这个数据的真假,反而是找寻各种深入细化的新闻点,来进行进一步的补充报道。 The rule that in the major event, the media reported was highly unified, like process that the creation usually drew. 重大事件中,媒体报道的规律是高度统一的,像极了创作素描画的过程。 The major media do not have the too detailed thorough consultation from the beginning, some are only an entire framework, therefore comes up first to outline the simple composition of sketch object, first makes the audience know, this I must draw individual resembles time, what person as for a picture, you should not be first anxious, when I process the detail and structure good level step by step, the gloomy and primary and secondary actual situation, finally shows a lifelike portrait before you. 各大媒体一开始没有太详细深入的咨询,有的只是一个整体框架,所以一上来就先把素描对象的简单构图勾勒出来,先让观众知道,这一次我要画个人像,至于画个什么样的人,你先别急,等我一步步处理好细节、构架好层次、阴暗、主次虚实,最终把一个栩栩如生的人像展现在你面前。 As the media reported unceasing thorough, various types supported 8.22 billion evidences to surface. 随着媒体报道的不断深入,各种支撑82.2亿的佐证才一个个浮出水面。 First yes, the Taobao net sent out a summary data, in this data, the Taobao net listed in this 929 big promotion, the sales volume first ten enterprises, the enterprise ranked the first, is Procter & Gamble Corporation, sales volume 7.6 hundred million ; Ranked the second, is the Gyari cooking oil, sales volume 5.3 hundred million ; Ranked the third is Unilever, sales volume 3.9 hundred million ; Ranked the fourth, is Meters/bonwe, the sales volume 330 million...... 首先是,淘宝网发出了一个总结性数据,在这个数据里,淘宝网罗列出了这次929大促销里,销量前十的企业,排在第一的企业,是宝洁公司,销售额7.6个亿;排在第二的,是嘉里粮油,销售额5.3个亿;排在第三的是联合利华,销售额3.9个亿;排在第四的,是美特斯邦威,销售额3.3亿…… The whole nation then discovered, originally over 80% in these 8.22 billion sales volumes , the long and short of the story that is contributed by these well-known enterprise as well as its affiliated product is very clear. 全国人民这才发现,原来这82.2亿销售额里的80%以上,都是由这些知名企业以及其旗下产品所贡献的,来龙去脉都很清楚。 Even so, some people do not like to believe, thinks in Taobao net 8.22 billion sales volumes, there is a very big moisture content to be one of them. 即便如此,还是有一部分人不愿意相信,认为淘宝网82.2亿的销售额里,有很大的水分在其中。 Afterward, enterprise person in charge to go on stage that first stands. 随后,第一个站出来的企业负责人登场了。 Procter & Gamble group China person in charge when accepts the media to interview, very affirmative told the reporter: In the Taobao 929 big promotion on the same day, the products of Procter & Gamble affiliated many brands, altogether captured 763.5 million Yuan order in Taobao. 宝洁集团华夏负责人在接受媒体采访的时候,非常肯定的向记者宣布:在淘宝929大促销当天,宝洁旗下多个品牌的产品,一共在淘宝斩获了7.635亿元订单。 763.5 million, are more exhaustive than 760 million of Taobao announcement, this by the data of global 500 enterprises acknowledgment, proved personally the data of Taobao net foreign propaganda has no moisture content. 7.635亿,比淘宝公布的7.6亿更详尽,这个由世界500强企业亲口承认的数据,证明了淘宝网对外宣传的数据没有任何水分。 After Procter & Gamble published the data, the nation in an uproar. 宝洁自己公布了数据之后,全国哗然。 Questioned that Taobao net data authentic person all tactful shutting up , the National Media and consumer started happily the promise topic. 质疑淘宝网数据真实性的人全都识趣的闭上了嘴,全国媒体以及消费者开始愉快的做起了算数题。 TV Station said that if according to a Shufujia scented soap 3.5 Yuan retail price calculates, Procter & Gamble was equivalent to within one day online to sell more than 200 million scented soaps in Taobao...... 电视台说,如果按照舒肤佳香皂3.5元一块的零售价来计算,宝洁相当于一天之内在淘宝网上卖了两亿多块香皂…… The Internet users start the deductive thinking, some people said that Procter & Gamble was equivalent to one day to sell 30 million bottles of Head & Shoulders ; 网民开始发散思维,有人说宝洁相当于一天卖了三千万瓶海飞丝; Some people said that Procter & Gamble was equivalent to one day to sell 50 million bottles of Rejoice shampoos ; 有人说宝洁相当于一天卖了五千万瓶飘柔洗发水; What is most interesting, the netizen of some wicked interest said, Procter & Gamble was equivalent in Taobao one day sold 100 million packages of sanitary napkins, opened including the same place together, can circle Earth several...... 最有意思的是,某个恶趣味的网友说,宝洁相当于在淘宝一天卖了一亿包卫生巾,都打开一块连一块,能绕地球好几圈…… Afterward, Procter & Gamble gave a detailed data, day of time, the Shufujia scented soap has not truly sold out more than 200 million, but also sold astonishingly 30 million, but the sales champion who under Procter & Gamble lifted a tripod truly was the family that washed to protect the combination promotes sales the coverall, a day sold out 3 million sets, the sales volume of creation exceeded 200 million Yuan. 随后,宝洁给出了一份详细的数据,一天时间,舒肤佳香皂确实没有卖掉两亿多块,但也卖到了惊人的三千万,而宝洁旗下真正扛鼎的销售冠军是洗护组合的家庭促销套装,一天卖掉了三百万套,创造的销售额超过两亿元。 In addition matching of other brands, making Procter & Gamble within one day capture 760 million sales volumes in Taobao. 再加上其他品牌的搭配,让宝洁一天之内在淘宝斩获了7.6亿的销售额。 760 million, to Procter & Gamble this type of global 500 enterprises are not anything, even to Area China is not anything, but this additional propaganda effect may really wish for earnestly to them, therefore they conduct very thorough interaction with the media immediately, not only the one breath disclosed the concrete sales data of Procter & Gamble affiliated all brands, their Area China presidents come out to be interviewed personally, are the Taobao platforms. 7.6亿,对宝洁这种世界500强企业来说来说并不算什么,甚至对华夏来说都不算什么,但是这种附加的宣传效果对他们来说可真是求之不得,所以他们立刻跟媒体进行了非常深入的互动,不但一口气把宝洁旗下所有品牌的具体销售数据都披露了出来,就连他们的华夏总裁都亲自出来接受采访、为淘宝站台。 This named French of lippe and China named Luo Hongfei, just took over the position of Procter & Gamble Area China president last year, after this Taobao 929 big promotion, his first stands for the Taobao website stage , because he realized that Taobao net time 929 big presses created attention is too high, every this time displays the outstanding company in 929 promotion, was equal to that white fish in the opportunities of major headlines, oneself more stood early, can earlier be the Procter & Gamble attraction attention degree. 这位名叫lippe、华夏名叫罗洪斐的法国人,去年才刚刚接任宝洁华夏总裁的职位,这次淘宝929大促销之后,他之所以第一个站出来替淘宝网站台,就是因为他意识到淘宝网这次929大促所造成的关注度实在太高,凡是这次在929促销里表现优异的公司,都等于白捞了一个上各大头条的机会,自己越早站出来,就能越早为宝洁吸引关注度。 Luo Hongfei did for a year in the position of Area China president, but he is responsible for the China region time, Procter & Gamble had passed in the China best years, with entries of other international giants, and unceasing rise of China homegrown brand, Procter & Gamble has continuously been reducing in the China share. 罗洪斐在华夏总裁的位置上做了一年,不过他负责华夏区域的时候,宝洁在华夏最好的年月已经过去了,随着其他国际巨头的进入,以及华夏本土品牌的不断崛起,宝洁在华夏的份额一直在不断降低。 Luo Hongfei often will feel anxious, sworn enemy Unilever is getting bigger and bigger in the China layout, gradually had the momentum of trying to catch up to Procter & Gamble, making Luo Hongfei guard always, and wants completely all means to resist with it. 罗洪斐时常会感到焦虑,死对头联合利华在华夏的布局越来越大,对宝洁逐渐有了迎头赶上的势头,让罗洪斐无时无刻不在提防,并且想尽一切办法与之对抗。 So long as sometimes, Luo Hongfei sees the Unilever advertisement in the television, will feel agitated and anxious, that type was being pursued the feeling of hitting all-around, truly does not feel better. 有时候,罗洪斐只要在电视里看到联合利华的广告,就会感到一阵烦躁与不安,那种被人全方位追着打的感觉,确实不怎么好受。 Now, each business of Procter & Gamble Corporation, is at the encircled condition in China, for example: Under Procter & Gamble has several popularity very high shampoo brands, for example Head & Shoulders, Rejoice as well as Pantene, „Michael Chang trusted Rejoice” in the past the advertisement language, once made Rejoice spread across the country in the China fire, but, the competitor to the opportunity of Procter & Gamble one-party rule, person of great strength, Xiashilian and other brands has not had the considerable market share in China slightly, the sensitometry is also high, frequently is threatening the Procter & Gamble hegemonic position. 现在,宝洁公司的每一块业务,在华夏都处于被围剿的状态,例如:宝洁旗下有好几个知名度很高的洗发水品牌,例如海飞丝、飘柔以及潘婷,当年“张德培信赖飘柔”的广告语,曾经让飘柔在华夏火遍大江南北,但是,竞争对手也丝毫没给宝洁一家独大的机会,力士、夏士莲等品牌在华夏也具有相当的市场占有率,曝光度也非常高,时刻威胁着宝洁的霸主地位。 Let alone many domestic products were also rising recently, everywhere Guangzhou good who for example is advertizing, these brand although is also insufficient directly to threaten the development of Procter & Gamble, but after being many, can play just like the threat that the ant colony bites to nip. 更何况最近还有不少国货在崛起,例如正在到处做广告的羊城好迪,这些品牌虽然还不至于直接威胁到宝洁的发展,但是多了之后,也能起到犹如蚁群噬咬的威胁。 Is so, Luo Hongfei more must seek for the new breakthrough point. 越是如此,罗洪斐就越是要寻找新的突破点。 But Taobao, is the new breakthrough that he holds accidentally! 而淘宝,就是他无意中抓住的新突破！ This time, compared Unilever, Procter & Gamble displayed more sincere operative attitude, not only gave enough profit concessions, even also specifically aimed at the Online shopping user to promote the performance-to-price ratio extremely tall family coverall, with the cooperation of Taobao, started the custom-made service for the first time, really gives fully the face. 这一次,相比联合利华,宝洁拿出了更加有诚意的合作态度,不但给出了足够的利润让步,甚至还专门针对网购用户推出了性价比极高的家庭套装,第一次和淘宝的合作,就启动了定制化服务,真可谓是给足了面子。 But Li Mu has not disappointed Luo Hongfei, for definitely the Procter & Gamble operative attitude, to be the good example to other brands, the Taobao net deliberately gave the Procter & Gamble most demonstration positions, the maximum exposure, now, Procter & Gamble also attains the maximum sales volume, this enough has set an example to other brands, and transmits a fundamental idea: You are more earnest about me, I more invest to you. 而李牧也没让罗洪斐失望,为了肯定宝洁的合作态度,也为了给其他的品牌做好表率,淘宝网刻意给了宝洁最多的展示位、最高的曝光量,现在,宝洁也拿到了最高的销售额,这已经足够给其他品牌树立一个榜样,并且传达一个根本理念:你对我越认真,我对你越投入。 In the interview, Luo Hongfei said: „We believe the Taobao net in the daily expense and life of future more thorough influence China people, therefore disappears quickly the production enterprise to Procter & Gamble this dedication, the Taobao net will certainly become we very important marketing channel in the future, therefore we can continue to cooperate with the Taobao net in the future thoroughly, hopes that the Taobao net can constantly grow, the day sales volume of hope next Taobao promotion can break 10 billion, but Procter & Gamble can also certainly rely on the accurate multi- branding strategy, making us break 1 billion in the Taobao online sales volume.” 在接受记者采访时,罗洪斐说:“我们相信淘宝网将在未来更深入的影响华夏人民的日常消费、生活,所以对宝洁这种专注快消品生产的企业来说,淘宝网未来一定会成为我们非常重要的销售渠道,所以未来我们一定会和淘宝网继续深入合作,同时也希望淘宝网能够不断成长,希望下一次淘宝促销的日销售额可以突破一百亿大关,而宝洁也一定能凭借精准的多品牌化战略,使我们在淘宝网上的销售额突破十亿大关。” Before media, Luo Hongfei not only affirmed the Taobao net, and boasted Procter & Gamble, taking advantage of the heat degree of Taobao 929 big promotion, was equivalent simply made a round of value free advertisement ten million/countless. 在媒体面前,罗洪斐既肯定了淘宝网,又吹嘘了宝洁,借着淘宝929大促销的热度,简直相当于做了一轮价值千万的免费广告。 In addition, Luo Hongfei also is very at heart clear, through the media is the Taobao website stage, can further promote Procter & Gamble and close cooperation of Taobao net, absolutely is an answering multiple purpose good way. 除此之外,罗洪斐心里也很明白,通过媒体为淘宝网站台,可以进一步提升宝洁与淘宝网的密切合作,绝对是一个一举多得的好方式。 Sees Luo Hongfei to act, making Procter & Gamble present on the major media free, other brands could not sit still. 眼看罗洪斐出面,让宝洁在各大媒体上免费亮相,其他品牌也纷纷坐不住了。 Suddenly, all in Taobao net announcement the enterprises in first ten sequence, accepts the media to interview, issues the statement through the media, definitely Taobao net data authentic at the same time, has not forgotten to propagandize an enterprise in Poland, even these simply cannot arrange the first ten enterprises, shells out the invitation local media to interview, and spends to look for the soft article company, issues under own news post the major Portal website second-level page even third-level pages. 一时间,所有在淘宝网公布的前十名序列里的企业,纷纷接受媒体采访、通过媒体发表声明,肯定淘宝网数据真实性的同时,还不忘宣传一波自己的企业,甚至那些根本没能排进前十的企业,也纷纷自掏腰包邀请当地媒体采访,并且花钱找软文公司,将自己的新闻贴发布到各大门户网站的二级页面甚至三级页面下面。 In brief, Li Mu just awoke, the entire society has started a wave „has rubbed 929 heat degree” the tide. 总之,李牧刚睡醒,整个社会就已经掀起了一波“蹭929热度”的浪潮。 The related news heat degree of Taobao net 929 big promotion are too high, on September 30 this day, dissemination of other news was almost weakened most. 淘宝网929大促销的相关新闻热度太高,以至于在9月30日这一天,其他新闻的传播性几乎被削弱大半。 While the Taobao net 929 big promotion wrest away the major multimedia news pages, Yanjing municipal public security bureau „Yanjing 9.28 major kidnapping cases” the concrete material reorganizes, reported to the ministries. 就在淘宝网929大促销霸占各大媒体新闻版面的同时,燕京市公安局将“燕京9.28特大绑架案”的具体材料整理出来,上报给了部委。 In the material, the city bureau introduced exhaustively „Yanjing 9.28 major kidnapping cases” occurrence and solves the entire process, in this restricted data, naturally does not have hidden to go to Li Mu and Wei Lan name and material. 材料中,市局详尽的介绍了“燕京9.28特大绑架案”的发生及侦破全过程,在这份内部资料中,自然没有隐去李牧和蔚澜的名字以及资料。 With had not even heard in the Yanjing ministries, under own eye hides, actually had a nature so bad criminal case, what kidnapped is not only an executive in Yanjing enterprise, but also is the executive in Li Mu share-holding enterprise, Li Mu now is the news topic character, any and his related matter, related to the criminal offense, is particularly sensitive. 同在燕京的部委甚至都没有听说,就在自己的眼皮子底下,竟然发生了一起性质如此恶劣的刑事案件,被绑架的是不但燕京一家企业的高管,而且是李牧参股企业的高管,李牧现在是新闻话题人物,任何与他有关的事情,尤其是涉及刑事犯罪的,都非常敏感。 But this time kidnapper not only extremely specialized, in process that but also extorts in kidnapping, but also started out the Yanjing city in history maximum ransom money, 30 million RMB in addition Ten Million USD, equivalent to the RMB total 110 million Yuan, this makes the ministries shock. 而这一次的绑匪不但极其专业,而且在绑架勒索的过程中,还开出了燕京市有史以来最高的赎金,三千万人民币外加一千万美元,折合人民币共计一亿一千万元,这更让部委大为震惊。 Most makes the ministries be shocked, but must be the investigation process of entire case, this time, Gu Jianghe has not had any concealment in the process, basically all according to actual situation writing, therefore, what the ministries see, how the city bureau under the Li Mu's guidance, broke the nature such bad case step by step, all of a sudden, the Li Mu's weight/quantity, had the qualitative sublimation in the ministries...... 最让部委感到震惊的,还要属整个案件的破案过程,这一次,顾江河没有在过程中有任何隐瞒,基本上一切都是照实际情况书写,所以,部委看到的是,市局如何在李牧的引导下,一步步将性质这么恶劣的案子破了,一下子,李牧的分量,在部委有了质的升华……
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