Chapter 175: Pinbei's first big promotion, 170 million sales in cooperation with Yidong (asking for monthly tickets)
On the day of Double 12, Taobao and Yidong competed with all their might and the battle was fierce.
Taobao shouted out the slogan of "Everyone's Crazy Shopping Festival", with 50% off and free shipping for all items. Zhifubao also launched the activity of "Recharge 100 and Get 100 Back".
Ma Liyun had a good plan. He used Ali's marketing funds to promote his own Zhifubao, hoping to increase the market share of this payment tool.
Even users who frequently shop online instinctively distrust third-party payment software like Zhifubao.
People usually pay through online banking, or transfer a few dozen yuan to their Zhifubao account and then recharge it after using it up.
But Ma Liyun had high expectations for Zhifubao and naturally did not want to wait for users to come to him, so he started the "throwing money" mode during this Double 12 event.
Chen Yansen recharged 100 yuan into his Zhifubao account, and Taobao immediately received a cash red envelope of 100 yuan. Except that virtual products were not available, there were not many restrictions.
This cash back red envelope can be used when a single consumption is greater than or equal to 100 yuan, but each person can only participate once.
This is like giving it away for free!
During the event, there were a total of 120,000 places available, and this item alone cost 12 million yuan.
Chen Yansen, who is used to the involution of the Internet, couldn't help but be amazed. No wonder a few years later, netizens all flatteredly called Ma Liyun "Dad".
This promotion method is simple and extravagant.
It's not a big deal, but it's very effective! Not to be outdone, Dong came up with a marketing slogan of "white, comfortable, and beautiful": selling smart cars for a bargain price that costs 115,000 yuan; providing extended warranty, door-to-door repairs and other upgraded services; arranging beautiful couriers to deliver goods to buyers in first-tier cities.
In addition, Beijing coupons with no threshold of 20 yuan, 30 yuan and 50 yuan will be placed in a prominent position in the main venue and will be available in limited quantities at the hour.
With the current number of users of Yidong, except for the 50 yuan one which is a bit difficult, the 20 and 30 yuan ones can be used at any time without any difficulty.
In terms of marketing plan, the methods of Yidong and Taobao are simple and crude! As for the promotional copy of Pinbei, it is very concise.
Use Pinbei, every day is Double Eleven, use Pinbei, it’s smarter!
Based on the original functions, the product has added a 10 billion subsidy channel.
It is located in the center of the App's home screen, and in the upper middle of the web page on PC, with a daily exposure of up to 20 million UVs.
The products here are manually selected and filtered through a price comparison system to ensure the lowest price on the entire network.
In addition, the activity group also set up no-threshold coupons of 5 yuan and 10 yuan, as well as red envelopes of 20, 30, 50, 100, 500 and 1,000 yuan.
Although the strength is not as good as that of Dongfang and Taobao, the discount on the items in the promotion is more powerful.
However, the e-commerce promotions these days have not yet developed to the level of difficulty comparable to the college entrance examination in later generations. Most of the complex marketing tools such as store coupons, single product coupons, multiple discounts for multiple items, brand gold, category red envelopes and general red envelopes have not appeared yet.
When shopping, just check if there are store coupons. If there are, just get one. If not, just jump to the new Fox Tao, save a few dollars in rebates, and you can complete the ordering process with satisfaction.
Compared with more than a decade later, both platforms and merchants need to be more honest.
Although there are some fancy moves, they are not many.
Chen Yansen stood up and walked to the window, looking at the brightly lit Building No. 6 opposite.
This is Pinbei’s first big promotion! Everyone takes it very seriously! We plan to wait until the performance data for the day comes out before leaving get off work, so the administration department has already booked a hotel.
Chen Yansen pushed the door open, took the elevator down to the first floor, and walked towards Building 6.
The cold wind howls in early winter and the weather is getting colder.
In addition to Pinbei and Orange Technology, there are several other companies in the Science and Technology Park, but they have all gone off work and the office buildings are pitch black.
As soon as Chen Yansen went up to the second floor, he heard a customer service representative shouting excitedly, "We got it! This 100 yuan red packet from Zhifubao, if you're slow you'll lose it!"
"Jingjing is so awesome, help me grab it, I didn't get it in two games."
Another customer service representative looked frustrated and hurried to ask for help.
"Okay, give me the account number." Tian Jing narrowed her eyes and agreed readily with a smile.
Chen Yansen's forehead was covered with black lines. He shook his head helplessly and said nothing.
For these 18 or 19-year-old college students, the opportunity to easily earn 100 yuan is indeed hard to refuse.
Although the recharged 100 yuan balance cannot be withdrawn and can only be used for shopping, some Taobao store owners have privately promoted in shopping groups that they can help users "cash out" at a 15% discount.
Chen Yansen continued forward and came to the office area of the investment promotion team.
"Brother Sen!"
"boss!"
The ones who called him Brother Sen were Zhang Yifeng, Li Hui and Yuan Wei, and the investment promotion staff who joined the company later all called Chen Yansen Boss.
Chen Yansen nodded slightly and responded.
Then he pulled a chair over and sat down, then asked Zhang Yifeng, "How are the fruits in Xiyue selling?"
"We sold 270,000 orders of sugar oranges and 190,000 orders of mandarin oranges. The local agricultural association said that the kumquats, mandarin oranges and sugarcane for next spring will also be sold by Pinbei."
Zhang Yifeng replied with a smile.
Before that, he, Yuan Wei and Li Hui stayed in Western Guangdong for more than half a month, and successfully convinced major fruit growers in the surrounding area with the outstanding performance of navel oranges.
When I returned to Xucheng, my suitcase was full of contracts.
"After the busy Double Eleven, go to Shenzhen's digital and home appliance industries to promote business. Contact Teacher Cao before going. Pinbei and Taobao have different positioning. We have to go deep into the source factories to skip the middlemen, get the best prices, and form product advantages."
Chen Yansen patted Zhang Yifeng on the shoulder and gave him serious instructions.
In his opinion, if Pinbei wants to successfully rank among the top three e-commerce companies, or even the first place, it is not enough to rely solely on Penguin's traffic, group buying fission and bargaining to attract new customers.
More importantly, we should focus on the lower-tier markets to find target users, strengthen supply chain management to form a stable supply-side advantage, optimize logistics and distribution processes, improve logistics efficiency, and reduce logistics costs.
Yunsu is his hidden chess piece, and cooperation with industrial belts is his open chess piece.
"Brother Sen, don't worry, I understand." Zhang Yifeng nodded heavily.
During this period, he also understood the difference between attracting investment on FoxTao and attracting investment on Pinbei.
In the past when he was on FoxTao, he could only contact merchants at the level of operations, store managers or online managers, and had no access to brands, factories or industrial belt resources at all.
Like the 399 yuan air fryer, FoxTao sets a 60% commission, and he is still worried that the merchant will lose money.
Only now did he realize that the factory price of an air fryer is less than 60 yuan.
Last week, a business investment from the home appliance group, who was originally a category manager at No.1 Store, negotiated with a factory in Cixi and secured a deal for an air fryer that cost 99 yuan and included shipping.
After only three days on the line, the product sold a staggering 370,000 units, directly selling out the factory’s monthly production capacity.
This year's Double 12 event involved three shifts to produce 200,000 units of goods. The sales exceeding this limit had to be changed to pre-sales.
Chen Yansen chatted with Yuan Wei and Li Hui for a few more words.
After a while, several girls from the administrative department came up carrying large and small bags of KFC.
"One for each person! We'll have pizza, barbecue, and hot pot later. This is just an appetizer!"
Xu Xingxing shouted from the stairs.
Upon hearing this, the people on the second floor gathered around with smiles on their faces.
Chen Yansen stood up and was about to leave when he saw Song Yuncheng coming over and waved to her.
The two of them got their drinks and sat down in the terrace seating area.
"Chery E5 sold 734 units, Aux One-HP air conditioner sold 12,475 units, Yameng beauty instrument sold 3,278 units, 43-degree Moutai sold 1,945 units..."
As soon as Song Yuncheng sat down, he talked about the sales of the merchant he was in charge of today.
"Then Mr. Song will definitely get a lot of commission next month. Do you want to treat me to a meal at Mingli?"
Chen Yansen asked with a smile while shaking his drink.
"No." Song Yuncheng blushed and refused bluntly.
There was nothing wrong with treating her to a meal, but as soon as Chen Yansen returned to the hotel, he started to torment her in various ways.
Every time Song Yuncheng thought of those messy moves, his ears turned red with embarrassment.
"Then I'll treat you." Chen Yansen said with a smile.
"The moon is quite round." Song Yuncheng turned his head and deliberately changed the subject.
"You're quite round too," Chen Yansen joked.
Song Yuncheng followed his line of sight until he saw the final destination. Only then did he understand what Chen Yansen meant and gave him a coquettish look.
At this time, Liu Qiangdong, who was far away in Yanjing, also hadn't gotten off work yet.
He sat in his office, staring at the day's real-time sales data. When he saw that sales exceeded 1 billion, he couldn't help but breathe a sigh of relief.
You know, Dongfang's total sales on Double Eleven were only 1.06 billion, and the traffic on Double Twelve was far less than that on Double Eleven. It is only 20 o'clock now, and there are still 4 hours left before the end of the promotion.
"By the way, I don't know how much Dong sold on Pinbei?"
Thinking of this, Liu Qiangdong found the report link sent by the data center and clicked on it.
When he saw the summary number at the top, his face froze and he suddenly felt embarrassed.
Of the 1 billion yuan in sales of Yidong, 16% came from Pinbei channels, nearly 20%.
Pinbei has been online for less than a month. How many daily active users does it have? (End of this chapter)
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