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Li Mu in arrangement general merchandise promotion, in Hangzhou Boss Ma, as if by prior agreement has chosen the same direction with him.
LeTao might be called China internet in 2002 most destiny erroneous product, did not have one.
This product is Boss Ma initially in realizing Li Mu seized the 2 c service, the request team with the shopping platform that the quickest speed built, however one after another accident and influence, made its unceasing postponed to get online the time to shortly to September, somewhat could not wait including Sun Zhengyi (Masayoshi Son), for did not make the capital lose the confidence, Boss Ma no other he elects at present, can only brace oneself arranges to get online again.
This time, Boss Ma is very at heart clear, oneself are impossible to delay the LeTao online time with any reason again, in September gets online is imperative, moreover he is clearer, LeTao looks like a launch vehicle, once launches, opportunity only then one time, if were defeated, the capital is impossible to give itself the opportunity to come again the second time.
Boss Ma LeTao, has developed and manufactured Luo genuine article like South Korea, for various reasons, postponing firing time, but also is finally difficult to run away to soar to the heavens the destiny of big firecracker.
However Boss Ma did not think that LeTao will certainly be defeated, he instead thought, oneself this successful probability is very big, because he stares to tighten the level foundation livelihood of the people level that Li Mu has not cared about.
The brand date of Taobao net especially was truly dazzling, various electronic products sold fiery/popular extremely, had the large amount turnover to the present Taobao net every day, 70% came from the electronic products, remaining 30% came from the consumer to consumer middle-and-small seller.
However Boss Ma had discovered an issue, Taobao pays great attention to the electronic products, its majority of recommendation display spot has given various electronic products slightly to mango mp3, as big as the Hasee complete machine, electronic products in Taobao almost Tyrant screen.
It looks like in Boss Ma, this is the Li Mu hundred dense sparse huge potential flaws, in present this crucial point, makes the electronic products truly most to reduce effort, one is the consumer demand quantity is big, another online sale electronic products can have relatively big price advantage, but also is the electronic products volume relatively is at one's convenience small, weight to be relatively light, the price relatively higher characteristics, will make the electronic products the logistics pressure to be lighter.
Boss Ma thought, Li Mu definitely also ate the benefit on the electronic products, therefore held on to this point to catch up fiercely, hopes that can pass, but Boss Ma that the electronic products did actually saw electronic products stamina is insufficient.
In the final analysis, electronic products do not disappear quickly, the market is requires the time to rest and build up strength, with the lapse of time, the electronic products turnover of Taobao net slowly will certainly drop, finally tends the rationality, in this case, oneself must hit the variation to compete with Li Mu, don't you make the electronic products of low expense frequency and high guest unit price? Good, I make the daily use articles of the high consumption frequency and low guest unit price!
The variation competition in one of the best ways in front of the giant surviving, when the automobile magnates of entire world unceasing open fight between factions in various type vehicle types, the Tesla new energy automobile is the typical example of variation competition.
Tesla chose a blank domain of competitor is the breakthrough point, fundamentally differentiated with the opposite party, when other manufacturers in the research power, oil consumption, the hybrid power and gear box shift number as well as shifting gears logic these with the issue that the fuel oil engine was closely linked, Tesla got rid of the fuel oil engine, to get rid of the gear box, to abandon the oil consumption, distinguished right from wrong by own core selling point and competitor.
The idea of Boss Ma is also so, he is very clear, can invade e-Commerce that the common people live truly, is true e-Commerce, therefore he thought, Li Mu has not looked for the accurate essence, but the true essence had been completely understood by him, is makes to be closely linked with the common people disappears quickly.
Therefore he holds the core level conference in the interior, proposed makes the daily use articles big promotion the core idea, his team early has been used to take him as the absolute core, therefore to this decision not any comment.
Has set the direction, must carry out the plan surely, Boss Ma the big level has two types to carry out the plan to be possible at present to elect, first: The self-management, purchases from the enterprise like Li Mu first, then sells and allocates and dispatches voluntarily \; Second, with most meets the consumer to consumer pattern of rusticity, the attraction massive sellers moves into and makes the seller promote sales together.
By Boss Ma current funded position, he very explicit realized oneself do not have the means such to make the self-management like Li Mu, can only choose the second way, makes consumer to consumer, can omit the cost of warehousing and allocation at the same time, on the one hand can transform the Alibaba online small and medium-sized enterprise, making them the LeTao seller, manages voluntarily, the promotion that therefore this LeTao gets online, Boss Ma must use dozens even over a hundred shops to unite the pattern of big promotion, is entirely different for the Lord promotion with Li Mu that self-management.
Arranged has carried out the plan main direction, was carries on the refinement to the entire plan, for example: Breakthrough point refinement of this promotion.
The category of daily use articles is too big, to the Alibaba strength, get online on the shop too big activity at present is not realistic, therefore the Boss Ma decision chooses two refined breakthrough points to take this promotion the core sector.
These two refined breakthrough points separately are: day melts and clothing.
day melts is the daily chemical, from cosmetics to body care, again from taking a bath thing to wash thing, reason that chooses this classification , because on Alibaba has a large number of domestic middle-and-small daily necessities manufacturers, product although of these middle-and-small manufacturers not too well-known, what is most important is the price fall space is big, the enterprise coordination degree is high, looks like in Ma Zong, now the national melts on expense on day is very sane, the influence of big brand is no doubt big, but the percentage of small brand at least occupies most, therefore the products of these small and medium-sized enterprises have the market certainly very much.
Speaking of the clothing again, reason that chose clothing, was because Hangzhou had big superior industry. City that the national two clothing manufacturing enterprises huddle together, one is Guangzhou, another is Hangzhou, has the massive middle-and-small clothing manufacturing enterprise in the Hangzhou suburbs, has the large-scale clothing OEM (original equipment manufacturer) supplier enterprise, Boss Ma is also holding the advantage of being close to somebody the first idea of moon/month, nearby gain advantageous resources.
After having arranged the breakthrough point of refinement, again was the concrete execution plan.
Boss Ma hopes that LeTao got online immediately starts date and clothing the promotion, therefore he requested oneself team to establish the relation with these small and medium-sized enterprises ahead of time, before LeTao got online, making them accept the cooperation also to start to get ready to construct the shop ahead of time in LeTao, before LeTao got online in September, the Boss Ma request at least ahead of time reached an agreement over 100 shops to enter, meanwhile must complete the propaganda plan, once LeTao got online, must Eachnet these platforms invite the seller to move into LeTao to Taobao and.
As for specific plan of promotion, what Boss Ma thinks is uses the discount + fulfillment hold/container mail pattern to promote sales, currently under the hand has three express companies, the logistics ample capacity is enough, when the time comes can let participate in the promotion the enterprise directly with own express company cooperation, is responsible for wrapping shipping that by own express company, this can the maximum degree reduce the transport expense cost, when the time comes can use the audience 20% discount + full 88 or 99 packages of postal ways advances the activity.
The audience discount is at present the offline main force promotion way, but fulfillment hold/container mail is another attraction point that in the Boss Ma reference line the characteristics want to come out, although online promotion price small advantage, but the postage cost is not low, calculates that not necessarily really can economize, but if the postage avoids, was very big to the attraction of consumer, once selects the fulfillment hold/container mail method, will let the user has „collects list” the subconscious imperceptibly, this and Li Mu wants to do „reduces completely” basically is exactly the same.
After the entire promotion plan combs, Boss Ma extremely serious said to the team members: „Our LeTao success or failure hinges on this one action, from now on, to mid September, we also about 20 days arrange, everybody must hit 12 the spirit to come this matter to complete, asking everybody to remember, this time we complied with the capital, the time that LeTao will get online unable to do again any change!”
The team members nod in abundance, now is the point of no return, has to send, suddenly, an intense atmosphere spreads in the team quietly.
Boss Ma especially is also anxious, seizes the food not to be easy from the Li Mu mouth, let alone have dug a pit to him, once Li Mu realized that own movement, Li Mu will certainly exhaust stops themselves and disturbs fully, if online and promotion of plan LeTao exposes, does not know how Li Mu will deal, this issue, thinks then to make the head/number of people big slightly.
However, optimistic thinking, Boss Ma thought own these two promotion combine, should sufficiently to planning carefully the ordinary people brought the huge attraction.
In his opinion, retail profession is the profession that forever is unable to be monopolized, the retail profession of e-Commerce domain is also same.
The common people are always choosing are more convenient, more materially beneficial expense channel, so long as push out this activity, making the user realize preferential benefit, then the user certainly will come.
In the final analysis, what the user buys is commodity, but does not sell the commodity the store, without which consumer only goes to Wal-Mart or Carrefour for a lifetime, before the gate , the newly-opened supermarket has the activity, even if no fame, but the price will be materially beneficial they also certainly to come to have a look, this, will be own opportunity.
Once attract the massive consumers in this activity, own LeTao certainly can stand firm, as the matter stands, even if Li Mu turns around to grasp the daily use articles to do against with oneself temporarily, oneself not necessarily really have also feared him, after all when the time comes first impressions are most lasting in the daily use articles domain, has certain superiority and oneself user community, how Li Mu is strong, impossible to rob own user, when the time comes matches better following operation way again, LeTao should on be able to depend upon the daily use articles to halt thoroughly!
However, Boss Ma basic didn't expect, Li Mu although has not made Taobao display any dedicated daily use articles the sign, but he already started to plan to make the greatly daily use articles, moreover he plans, wants to plan is much bigger......
( To be continued., Your support, is I biggest power.) 17-02-24
12:05: 35
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