Chapter 251 There is no winner, but everyone is a winner!
Zhuxianzhuang Science and Technology Park, Building 8, balcony rest area.
Chen Yansen leaned back in the rattan chair, gazing at the night sky in the distance, his finger pressing the answer button.
"Mr. Chen, it's almost done. Let's finish it together tomorrow?"
Liu Qiangdong went straight to the point and suggested with a smile.
"You can start if you want to, and end if you want to? So Pinbei is a wholly-owned subsidiary of Dongfang? Boss Liu!"
Chen Yansen raised the corner of his mouth slightly and replied slowly.
In terms of financial reserves, he is dozens of times stronger than Yidong. It doesn't matter to him if the fund increases from 418 to 618.
Of course, the prerequisite is to withstand the pressure of billions of losses.
"Today's traffic and output should be good. The goal has been achieved. There is no need to fight any further. The potential consumption demand of users is limited."
Liu Qiangdong sat in the office and persuaded with a smile on his face.
He didn't care at all about the sarcasm in Chen Yansen's words.
Dongfang lost 200 million yuan. With the patience of investors, they can only endure it for two or three days. Now that the desired effect has been achieved, it is time to stop the loss.
"Hold on for another day." Chen Yansen said calmly.
Shit! Two hundred million a day, pay me!
Liu Qiangdong looked helpless and rubbed his temple subconsciously. He didn't expect that Chen Yansen was more difficult to deal with than he had imagined. Having money means being powerful.
One of them wanted to fight, and the other wanted to end it, so naturally they couldn't reach an agreement.
According to the original plan, the 418 promotion will only last for one day, but if Pinbei can start early, it may end later.
Suning was also afraid of this situation. After asking Zhang Jindong for instructions, he only received a notice: Keep fighting! Kill Liu Qiangdong in one fell swoop! Zhang Jindong had just successfully issued bonds and had no shortage of money. He knew where Liu Qiangdong's weaknesses were. As a veteran in the business circle, he certainly understood the principle of hitting the snake at its weakest point.
If he delays for a few more days, Liu Qiangdong will definitely not be able to afford it.
In his opinion, Suning, which owns thousands of chain stores, is an adult, while Dongfang is like a child in size. Hitting Dongfang is like hitting a child.
However, the ambition revealed by Pinbei made him become more vigilant.
The next morning, Weibo was flooded with promotional articles, all of which were reports on Yidong's 418 sales performance. The content seemed objective and fair, but after reading it through, it gave people the impression that "to buy home appliances, go to Yidong."
Ali was not going to tolerate Yidong, and immediately released a survey report on the 418 Home Appliance Festival in the name of FoxTao, using a combination of pictures and texts to hint to users that "Gome's prices are the lowest, followed by Pinbei and Suning, and Yidong is the most expensive."
The PPT includes a large number of screenshots, with hundreds of products scattered around. Regardless of whether it is black appliances or white appliances, the most expensive sales channel in the price list is Dongfang.
Liu Qiangdong took a look and cursed him as shameless.
For example, there is a Sanxing i9100 smartphone, which is sold for 3,069 yuan in Yidong, 2,999 yuan in Suning, 2,989 yuan in Gome, and 2,979 yuan in Pinbei.
Each website's price is accompanied by a high-definition screenshot! But Liu Qiangdong clearly remembered that the price of this product dropped to 2,969 yuan after 4 p.m. yesterday, but the editor of FoxTao turned a blind eye and took a screenshot of the main picture of the product before the price drop.
Is this fucking fair?
Liu Qiangdong immediately responded on Weibo, questioning FoxTao’s position.
"How much did Ali receive from Gome? Why is he working so hard?"
Chen Yansen walked into the conference room, first reviewed the data of yesterday's big promotion, and then turned his eyes to Hu Yun.
"Gome has the highest commission rate. After all, FoxTao is a shopping guide e-commerce website." Hu Yun said with a grin.
This information was obtained through data comparison, and on the other hand, he consulted several of his former colleagues from FoxTao and inquired privately.
"Remember to communicate with Liang Bo. Don't spend money without the user knowing."
Chen Yansen instructed Hu Yun.
Unlike Liu Qiangdong, Pinbei has its own publicity. Although Toutiao has only more than 10 million users, it is much better than Liu Qiangdong.
"Okay, boss." Hu Yun grinned.
Pinbei's data, design, and marketing departments communicated with Toutiao's operations department yesterday, and today they will focus on marketing Pinbei's 418 Home Appliances Festival results on Weibo, Sina, NetEase, Penguin, Sohu, and Toutiao's homepage.
"Let's adjourn the meeting!" Chen Yansen waved his hand.
Regardless of whether Dongfang, Suning and Gome accept the invitation, Pinbei’s promotion activities will proceed as planned.
At 11 o'clock in the morning, Pinbei’s 418 battle report was released.
The sales of large home appliances reached 390 million! The sales of digital home appliances reached 840 million! The sales of all categories reached 1.97 billion! In addition, the battle report included a price comparison table of the same product on various platforms. The price of Pinbei was marked in red, so you can tell at a glance that Pinbei is the e-commerce website with the lowest price.
"I bought an Orange C2 phone on Pinbei yesterday for only 2,599 yuan, which is 100 yuan cheaper than the initial release."
"I got a three-door refrigerator for 999 yuan."
"Wudong is dishonest and only knows how to play tricks. I wanted to buy a TV after get off work, but it turned out that they were all out of stock. He is trying to fool people here!"
"Suning is even more ruthless. The website cannot be opened and payment cannot be made!"
"I'll have to look at Pinbei when buying things in the future. The prices are really cheap, and there is no routine of first raising prices and then lowering them during big sales."
After the "selected" comment section of Toutiao, it is easy to lead netizens to have a good impression that "go to Pinbei to buy home appliances, Pinbei has preferential prices and is sincere to users."
This is called capturing the user's mind! Pinbei's battle report and publicity news soon appeared on Weibo, the three major portals and Penguin News. The content was detailed and well-reasoned. In addition, a group of Pinbei users shared their shopping experiences in the comment area, which deepened the impression of Pinbei on netizens.
It turns out that Pinbei not only sells fruits, vegetables, clothing and general merchandise, it also has its own central warehouse and cooperates with Yunsu Express. Its delivery speed is even faster than Gome and Suning.
After Zhang Jindong learned about this situation, he quickly asked the brand department to announce Suning’s 418 battle report.
We were competing for users yesterday and we are competing for traffic today.
"Boss, the 418 promotion of Yidong and Pinbei is still on the homepage of the website." Han Pengde pushed the door and walked into the boss's office, reporting with a serious expression.
"Okay, I understand." Zhang Jindong nodded in response.
Competition in e-commerce is very different from offline competition. There are not so many shady and black tricks, and whoever has money speaks louder.
This is the case with the battle of thousands of groups. The contestants who can survive to the end either have strong financial resources or excellent trading skills. If they have both, their chances of winning are 70% to 80%.
Zhang Jindong doesn't want it to end so soon. At least before Liu Qiangdong admits defeat, Suning will continue to press and attack him hard.
He wanted to let the other side know that even on the line, Yidong had no chance of stroking Suning's tiger's whiskers.
Dangdang and Yixun saw that no one was willing to admit defeat, so they had no choice but to fight on.
Near noon, Liu Qiangdong hung up the phone, looking extremely embarrassed. Both DST and Sequoia Capital refused to make additional investments.
Fortunately, Xu Xin of Today Capital promised to raise another 100 million yuan for him and was willing to help Dong.
This made Liu Qiangdong full of gratitude, and he kept calling her "Sister Xu".
"If we can get through today, Dongfang will win the 418 home appliance festival."
Liu Qiangdong clenched his fists and thought secretly in his heart.
From a financial perspective, there is no winner in this battle and everyone lost a lot of money.
But in reality, everyone is a winner.
According to statistics from a third-party data platform, Pinbei's traffic increased by 57%, ranking first; Yidu ranked second with 31%; and Suning ranked third with 22.7%.
Gome, Dangdang and Yixun followed closely behind.
Everyone has earned enough traffic, but as for word of mouth, it depends on the subsequent marketing strategies of each brand department.
It was not until the early morning of the 19th that Pinbei took the initiative to take down its event page, and Dongfang, Suning and Gome followed suit.
This three-day e-commerce war, with a total loss of 2 billion, has finally come to an end.
Pinbei's outstanding performance has naturally attracted the attention of venture capital institutions.
For a while, Gao Weilin's phone kept ringing.
There are domestic venture capital institutions such as Huake, Dachen, Jiuding and Cornerstone, as well as overseas capital such as IDG, DST, Qiyuan Capital and Morgan Stanley Asia.
"Mr. Zhou, it seems that DST wants to invest in e-commerce platforms across China!"
After receiving Zhou Shouzhi's call, Chen Yansen smiled and joked.
"I only invest in projects with potential," Zhou Shouzhi replied.
As an experienced investor, he is well aware of one thing: no one company can dominate a market.
The return on investment of investing in the first place is indeed amazing, but investing in the second and third places can also bring considerable returns. Zhou Shouzhi will not give up.
"What is the valuation quote from DST or Mr. Yuri for Pinbei?"
Chen Yansen asked directly.
Given Pinbei's current market size and the amount of investment involved, it is obviously not something Zhou Shouzhi can decide.
He was certain that he had reported to Yuri and obtained the corresponding negotiation authorization before Zhou Shouzhi called.
"6 billion US dollars." Zhou Shouzhi was silent for a few seconds and slowly reported a number.
"Pinbei's daily sales are almost the same as those of Yidong. I heard that when Liu Qiangdong was on a roadshow in Hong Kong Island last month, he announced a valuation of 12 billion US dollars, but DST only gave 6 billion US dollars. Does this mean that he is not optimistic about Pinbei?"
Chen Yansen was not angry, and asked in a calm tone.
"It is true, but the brokerage firms in Hong Kong only gave a valuation of less than 6 billion," Zhou Shouzhi explained.
"So, Liu Qiangdong gave up on listing in Hong Kong Island." Chen Yansen said with a smile.
His subtext was that DST's offer was too low.
"Mr. Chen, I'll contact you later." Zhou Shouzhi needed to continue communicating with his boss.
Pinbei developed too quickly and was unable to prove the stability of its performance. The risk was too high, resulting in investment institutions being unwilling to offer high prices.
After a little thought, Chen Yansen decided to give up opening the financing window.
Unless it is Penguin Investment or a venture capital institution with a state-owned background, the former can provide Pinbei with free traffic support, and the latter can provide Pinbei with compliant policy support.
The reason why Chen Yansen did not move Pinbei's headquarters to Hangzhou, Shanghai or Jinling was because if he stayed in Xucheng or Luzhou, he would have someone to protect him.
Otherwise, with the methods Pinbei uses to attract new users, if it were in a city where it has no connections or contacts, the fines issued by the Municipal Supervision Association would fill up a building.
Although 0-yuan bargaining, cash wheels and money printing machines are effective in attracting new customers, if there are not hundreds of complaints every day, it means that there is a problem with the increase in new customers that day.
Before leaving get off work, Liu Zhiping called. After confirming that Chen Yansen had no plans to raise funds, he exchanged a few words and hung up the phone.
Anyway, Penguin is not in a hurry. It holds 15% of Pinbei’s shares and has already made a fortune.
at the same time.
The phones of local market supervision associations have been flooded with calls, with complaints about false marketing against Dongfang, Suning and Gome abound.
Many users who did not buy low-priced products feel that the 418 Home Appliance Festival was a hype by e-commerce platforms from beginning to end.
Screenshots of some products that first increased in price and then decreased in price also began to go viral on social platforms.
At five o'clock in the afternoon, the General Chamber of Commerce announced that it would intervene in the investigation and would severely punish any price fraud discovered.
But the person in charge of the investigation was stunned after learning about the situation. From his point of view, none of these bastards were innocent.
If there is punishment, no one will be spared.
You know, the big guys above said in a meeting at the beginning of the year that the total target for the e-commerce market in 2012 was set at 10 trillion.
He was afraid that once the news of the punishment came out, it would have too much negative impact on the e-commerce market.
Therefore, this matter seems to be a big deal, with some well-known lawyers analyzing every day that platforms participating in the 418 e-commerce promotion may be fined between 50,000 and 500,000 yuan.
But the thunder was loud but the rain was small. Apart from being summoned for talks, the impact on Dongfang, Suning and Gome was almost zero.
In this competition, Pinbei also ranked second in the industry, and its sales output in the home appliance field was second only to Yidong.
That evening, Chen Yansen announced that the bonus coefficient for all Pinbei Technology employees, including part-time customer service staff, would be multiplied by 1.3 for the second quarter. In an instant, cheers rang out in Building No. 8.
at the same time.
Cheng Wei, who was far away in Yanjing, finally asked the outsourcing company to complete the development task ahead of schedule at 11:00 p.m. on April 20. After testing, Didi Dache 1.0 could finally be launched on the market.
(End of this chapter)
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