Chapter 242: The six major sects gang up on Dong! This is how to boost morale!
At the end of March, the weather in Shanghai gradually warmed up.
In the afternoon on Jinling Road Pedestrian Street, you can occasionally see a few girls in miniskirts passing by, shaking their white and slender legs.
"Mr. Chen, is it white?" Song Yuncheng glanced at his eyes and asked with gritted teeth.
"It's just so-so." Chen Yansen sat in the rest area, leaning back in his chair. He said it was just so-so, but his eyes never moved away.
How can you tell if your legs are beautiful in summer if you don’t look at them? “Liu Qiangdong said on Weibo that within three years, Dongfang will maintain a zero-profit strategy for large home appliances, and guarantee that prices will be 10% cheaper than those of Gome, Suning and Pinbei.”
Song Yuncheng opened the bottle of mineral water and handed it to Chen Yansen, saying softly.
"Everyone can talk big. Ask Huang Zheng to respond. All products on Pinbei are 5% cheaper than those on Yidong."
Chen Yansen snorted coldly and curled his lips in disdain.
The 1.5 billion US dollars that Dongfang raised last year was all spent by Kuailiangzai Dong.
The slogan of zero gross profit in three years seems arrogant, but the proportion of Dongfang's home appliances is not high.
Liu Qiangdong's playing style is still the same as Li Guoqing's when he took over Dangdang last year.
The underlying logic is to sacrifice the gross profit of small categories and target the opponent's weaknesses.
After all, the core business of Suning and Gome is home appliances! Although the targets of the attack this time were mainly Suning and Gome, since the other party mentioned Pinbei's name.
If Pinbei keeps silent, won't people think it's easy to bully?
"All products? Then we will earn 40 million less a day." Song Yuncheng reminded in a low voice.
"Suning's 418 sale is about to start. Liu Qiangdong is targeting Zhang Jindong's weak spot. It's like a fellow villager meeting a fellow villager and shooting him in the back."
Chen Yansen joked.
"The internet says that one of them is from northern Jiangsu and the other from southern Jiangsu, so they are not considered fellow villagers." Song Yuncheng covered his mouth and smiled.
"..." Chen Yansen laughed dumbly, shook his head and said, "Don't worry, everyone does business to make money. Dongfang, Suning and Gome will not last for a few days."
Handsome Dong has stirred up the heat, and whoever rushes in first will be able to get the first wave of traffic.
The other party wanted to limit the battlefield to large household appliances, but Chen Yansen directly opened fire on all categories. He bet that Liangzai Dong did not have much food in stock and would stop in two days at most.
The other side.
Zhang Jindong was about to respond to Liu Qiangdong, but Pinbei CEO Huang Zheng got there first and posted @刘强东 on Weibo: "The 418 Home Appliances Festival is coming, and Pinbei is joining in the fun! From now on, if the products you buy on Pinbei are more expensive than those on Yidong, you can contact customer service to get a refund! All Pinbei products are 5% cheaper than those on Yidong!"
Netizens asked in the comment section: "Wudong is 10% cheaper than Pinbei, Pinbei is 5% cheaper than Wudong, why don't you just sell them all for 0 yuan!"
“@Suning@Gome, come and join the battle!”
"Whether I can buy a 0-yuan air conditioner depends on you! @张进东@韩鹏德"
Netizens who like to watch the fun and make trouble are working hard to add fuel to the fire behind the scenes.
When Suning and Dongfang were arguing with each other before, many netizens did buy large appliances at a 10% or even 20% discount, and of course they don’t want to miss it this time.
Zhang Jindong frowned and pondered Huang Zheng's words over and over again. Suddenly, an idea flashed in his mind and he laughed and said, "This is a good strategy. Why didn't I think of it before?"
Every time, Dongfang uses books or large appliances, where its share is relatively small, to drag its competitors into the quagmire.
In the past, Zhang Jindong had only two choices:
If you fight, you will lose money; if you don’t fight, all your users will run away!
Now that the war has broken out in all product categories, it seems that the losses are even greater, but this is the only way to hurt Handsome Dong.
Thinking of this, Zhang Jindong asked the head of the marketing department to immediately announce to the public: "The prices of all products at Suning.com are lower than those at Dongguan. If you buy at a higher price, we will compensate you double the difference!"
at the same time.
At No. 208, Anwai Street, Yanjing, Li Guoqing pushed his glasses and said with a chuckle, "Da Qiangzi, you beat me last year, now it's my turn to beat you."
In early March, Gome, with the help of the cooperation model with Pinbei, officially entered Dangdang.com and built the Gome Electrical Appliance City, with Gome being responsible for distribution, installation and after-sales service.
In this way, Gome has an additional online sales channel, and Dangdang.com has also enriched its home appliance categories, which can not only increase the platform's sales but also increase its stock price.
Now that Li Guoqing holds the home appliance card, he can copy Liu Qiangdong's style of play and retaliate severely.
You know, last year, the zero-profit operation strategy of Dongfang Books caused a lot of trouble for Dangdang.com.
Soon after, Gome and Yixun.com also responded and jointly encircled and suppressed Yidong.
Liu Qiangdong sat in the office with his thick eyebrows twisted together. Ever since Huang Zheng of Pinbei responded, the price war has changed its nature.
Suning, Gome, Dangdang, Yixun and Pinbei jointly targeted Yidong, with the momentum of the five major sects besieging Guangmingding.
Is this fucking fair?
If you have the guts, fight alone! What’s the point of fighting in a group! “Fuck! I shouldn’t have chosen Pinbei’s name!”
Liu Qiangdong slapped his thigh and immediately felt regretful.
Huang Zheng's move hit the weak spot of Dongfang. Suning, Gome, Dangdang and Yixun followed suit and turned the price war in large home appliances into a competition across all product categories.
At this point, if he didn't fight back, it would mean he was a coward. That night at the Yanjing headquarters, Liu Qiangdong drank a glass of white wine with the heads of procurement and sales of various departments, and then said, "Brothers! If you win this battle, your year-end bonuses will all be doubled!"
All the staff of the Dongfang headquarters have joined in the preparations for the 418 battle! On every floor of the administrative department, slogans such as "Attack Suning Command Center", "Fighting Operations Department", and "Crush Gome and Punch Dangdang" were posted.
The next morning, Yidong responded again: "418 home appliance promotion, 30% price reduction across the board."
"As long as the products that users buy offline at Gome or Suning are cheaper than those at Yidong, Yidong will immediately reduce the price by 10%."
For a while, it became the number one search topic again.
In order to ensure that every subsidy is distributed to real users, Liangzaidong secretly recruited more than 3,000 price intelligence agents across the country, who were stationed in the offline stores of Suning and Gome to check the selling prices.
This really disgusted Suning and Gome! Whenever a customer came to buy something, someone from Dongfang would immediately come up and say, "Go to Dongfang Mall and buy it, you can save 10% more."
Liu Qiangdong’s strategy is, if you guys expand the competition to all product categories, I will move from online to offline.
See who dies first!
Ali, who had been watching the game, was also not idle. He used the price comparison search engine of the new FoxTao to expose the shortcomings bluntly and released a price report to the public, pointing out that Dongfang's operation of "first raising prices and then lowering prices" was outrageous, and the actual price reduction rate was only 4%-6%.
It doesn't match the 30% you advertised at all! Liu Qiangdong was so angry that he cursed, because Gome, Suning, Dangdang, Yixun and Pinbei all did the same thing, but you only blamed me, which is too crooked.
Ahri's attitude is very clear. She will not participate in the battle head-on, but she will definitely not show mercy when suppressing Dong.
After some thought, Liu Qiangdong first asked the technical department to completely block Fox Tao search. He was reluctant to give up that little bit of external traffic before, but now he has to give it up.
Afterwards, he asked the operations department to find out the price comparisons of dozens of Dongfang home appliances with those of Suning and Gome, mocking FoxTao for having problems with its stance and data.
This wave of price war became more and more serious, and finally evolved into six vs one.
On March 30, Yidong announced that it would close the Yidong Home Appliance City of Pinbei in 21 days.
Twenty-one days is exactly seven days for receiving the goods and fourteen days for post-sales service. Once the time is up, the cooperation will be terminated.
An hour later, Orange Mobile's Yidong store posted an announcement: it will close in twenty-one days and withdraw from the Yidong platform.
The honeymoon period between Pinbei and Yidong has officially ended!
Half a year ago, Liu Qiangdong still called Chen Yansen "brother". Now, after the cooperation between the two companies broke down, they didn't even call each other.
On the day before April, Chen Yansen finally returned to Xucheng and personally took charge of Pinbei, preparing to fight this price war.
If it loses, Pinbei’s transformation will have to wait a few more years; if it wins, it can leave users with the impression that "Pinbei's home appliances are cheap and easy to use."
This thing called impression may look illusory, but it is the signboard of an e-commerce platform.
For example, users think of Taobao: a complete range of products, but uneven quality; think of Suning: it sells home appliances, with good after-sales service; think of Pinbei: it is a social e-commerce, with low prices, and it treats buyers as its own parents.
You should know that if you buy fake or inferior goods on Pinbei, the minimum refund is three times the compensation, and the maximum refund is ten times the compensation. You won’t get this treatment on other platforms.
Chen Yansen’s purpose in accepting the challenge is to make users associate home appliances with Pinbei.
At two o'clock in the afternoon, a Ghost car with a panda color scheme drove into the Science and Technology Park.
Chen Yansen pushed the door, got out of the car, and went straight to Building 8.
"Boss!" Huang Zheng received the news and took the initiative to go downstairs to greet him.
"Increase the product weight of digital home appliances, make friends with the person in charge of KA brands, and ask who is willing to support Pinbei in terms of price. The store traffic will double in the second half of the year!"
Chen Yansen gave instructions as he walked.
"Boss, we're already preparing. Sacon, Aux, Chigo and Galanz are all willing to lower their prices to the big sale standards," Huang Zheng replied.
"Then Midea, Haier and Gree are unwilling to support us?" Chen Yansen stopped and looked at Huang Zheng with amusement.
"Not really. Other major home appliance brands are willing to offer the same level of promotion as Suning."
Huang Zheng felt nervous when Chen Yansen stared at him. He felt that his boss was so powerful.
"Old Hu! Come here!"
Chen Yansen ignored Huang Zheng and waved at Hu Yun.
Hu Yun quickly stood up, ran over and said, "Boss, your orders."
"What is the weight rate of our and Yidong's goods?" Chen Yansen asked.
"7%! But 24% of the goods are out of stock, so the actual amount is only 5.3%." Hu Yun replied.
"Not bad! There's progress! Let's have the event team organize a special event for the 200 best-selling products of Dongfang. We have to hurt Dongfang!"
Chen Yansen patted Hu Yun on the shoulder and said.
He did not mention the investigation into the rate of heavy goods, but Hu Yun prepared the data, which shows that Hu Yun increasingly considered the actual business needs when processing data.
"Okay, boss." Hu Yun replied with a smile.
Neither FoxTao nor Pinbei have actually faced head-on confrontation with other platforms. This is the first time.
Chen Yansen took a glance and suddenly saw that under the lampshade, there were actually propaganda banners hanging which read "In the battle to destroy Dong, if you use me, you will surely win" and "Use Pinbei and destroy Dong in a snap".
The copy made him so embarrassed that he wished he could dig out a three-bedroom apartment under his feet.
So he said with a dark face, "Who made this? It's so vulgar."
"Boss, I asked the administrative department to do it to boost morale." Huang Zheng said with a dry laugh. Of course he could see that Chen Yansen was dissatisfied.
"There's only one best way to boost morale."
Chen Yansen said lightly.
After saying that, he asked Zhang Junjie to notify everyone and hold a staff meeting!
Ten minutes later.
The open space on the first floor of the Science and Technology Park was filled with densely packed people, more than a thousand in number.
Chen Yansen raised his hand to signal, and everyone quieted down instantly.
"A total of six e-commerce platforms will participate in this 418 Home Appliances Festival. If you are the first place winner, your Q2 bonus coefficient will be multiplied by 1.5, the second place coefficient will be multiplied by 1.3, and the third place coefficient will be multiplied by 1.1. We want users to remember: Pinbei Mall also sells home appliances!"
Chen Yansen announced solemnly.
In other words, as long as the goals are achieved, everyone's quarterly bonus in Q2 will increase by 10% to 50%.
For supervisors and directors, this is a bonus of 100,000 to 150,000 yuan! In an instant, the enthusiasm of Pinbei employees was completely mobilized! The noise was so loud that people from Orange Technology, Today Technology and Orange Payment next door all looked over.
After the mobilization, the investment and operation department immediately became busy, took out the phone and communicated with the brand about the promotion policy.
Air conditioners, televisions, refrigerators, washing machines, home theaters, DVDs, stereos, range hoods, stoves, water heaters and disinfection cabinets are all included in the negotiation list.
Zhang Yifeng, Yuan Wei, Li Hui and others led their teams to rush to Shunde, Foshan, Ningbo and Luzhou overnight to communicate with the brands face to face.
Digital home appliances are Pinbei’s weak point. If it doesn’t try hard, it may not be able to make it into the top three in the market.
In the previous life, Pinxixi took four or five years to succeed. Chen Yansen would not have thought that he could expand from fast-moving consumer goods to all categories in just half a year.
Make a name for yourself and leave a deep impression on users, and Pinbei will not lose! The next morning, Toutiao went online and logged into the Orange App Store, 91 Assistant, Wandoujia and the homepage of Yingyongbao at the same time.
Promotional posters were simultaneously released on channels such as Qiandu, Youku, Sohu, NetEase, Sina and QQ.
Exposure exceeded 100 million! Compared with the embarrassment of Lingxi Browser when it was launched, Toutiao's resource allocation is simply extremely generous.
Zhang Yiming, who was far away in Yanjing, felt that this product was exactly the same as his own Lingxi browser in design concept and recommendation engine technology after discovering it.
Is there such a coincidence? Zhang Yiming couldn't help but wonder.
After some inquiries, he found out that Today Technology is also a subsidiary of Senlian Capital. When he saw Liang Bo's name in the company information, his mind couldn't help but buzz.
You said you went to Hong Kong Island, but it turned out you went to Senlian! Moreover, you used the recommendation engine technology of Lingxi Browser to create a new content distribution app. How can you be so shameless! Zhang Yiming didn't dare to scold Chen Yansen, so he transferred all his resentment to Liang Bo.
(End of this chapter)
Continue read on readnovelmtl.com
