Chapter 333 Pre-sale exceeds 2 billion, Three Kingdoms Killing reappears! Cheng Wei: Why don’t you let me go?
On October 15, the second day of the pre-sale event, three more coupon redemption entrances were added to the main venue interface, namely digital home appliance discount coupons of '2000-300', '5000-800' and '10000-1200'.
At the coupon collection center, 10,000 20-yuan Beijing coupons with no threshold will be issued every hour, from 8 a.m. to 12 p.m., strictly controlling users for sixteen hours.
The person in charge of the Yidong event planning team has a simple idea: no matter whether you buy or not, you have to open the Yidong official website or APP for me at the appointed time.
At the end of the day, subsidies for various activities amounted to 20 million yuan, and the effect was naturally very significant.
On October 14, the pre-sale transaction volume of Yidong was 810 million yuan.
On October 15, the pre-sale transaction volume of Yidong was 1.07 billion yuan.
Easily reaching the billion mark!
"Ghostwriting!" Zhang Jindong couldn't help but curse after hearing the news.
There is a certain degree of overlap between the products and users of Dongfang and Suning, and the repurchase frequency of digital home appliances is low. Once users place an order at Dongfang, they will definitely not go back to Suning to shop.
“Put the 0 yuan purchase activity online ahead of time.”
Zhang Jindong frowned and called the person in charge of Suning's e-commerce to give him instructions. He couldn't stand Liu Qiangdong being so arrogant.
According to the original plan, this event will be preheated on October 18 and go online on October 25.
The rules of the activity are simple and straightforward. For every 1,000 yuan spent, users will receive a 120 yuan coupon. The coupons can be accumulated and stacked with no upper limit.
Mainly focusing on mobile phones, digital products, computers and home appliances, it covers brands such as Haier, Hisense, Sanxing, Lenovo and Apple.
In other words, you can enjoy a 12% discount when purchasing surface tablets, Apple 4S, Apple 5, Orange C3, Haier refrigerators, Lenovo laptops, etc.
In fact, although Suning’s rebate coupons claim to have no threshold, they are subject to category restrictions and are only applicable to the purchase of small household appliances, as well as high-profit products such as snacks, alcohol, and beauty products.
To put it bluntly, there are certain routines.
However, this is also the first time that Suning has implemented a promotion method that offers the same price for all product categories both online and offline. Although it is a little tricky, it also shows a lot of sincerity.
The small appliances include hard currency such as rice cookers, microwave ovens, electric fans, and air fryers, but the stock is limited.
Users who are slow to act can only end up buying overpriced snacks and drinks.
The buyers in 2012 had no idea that people’s hearts were so sinister that when they saw the 12% off Apple and Orange phones, they immediately chose to place an order and pay.
The first batch of users all bought small household appliances that satisfied them and posted guides on Weibo, BBS, campus and Tieba.
On the one hand, it is to show off, and on the other hand, it is because Suning established Suning Tuike, that is, CPS advertising alliance, on October 9, which is similar to Ali Mama and Pinbei Alliance. Users can share rebate links on social platforms. When others click on the link to enter Suning to place an order, the user can get corresponding rebates.
How many kind-hearted people are there in this world?
Either he wants to make money from you, or he wants you to make money for him! Zhang Jindong's "0 Yuan Purchase" activity caught Liu Qiangdong off guard, and the performance of Zhang Jindong in the home appliances and digital categories was greatly affected.
Faced with the offensive of his old rival, Liu Qiangdong immediately fought back and launched the "Desert Storm" campaign, which adopted the form of 50% off for small household appliances, 100 yuan off for purchases over 200 yuan, and a 1,010 yuan coupon package for purchases over 99 yuan, taking the lead in releasing users' demand for small household appliances.
After all, the most valuable items in Suning's coupon-rebate pool are small home appliances. If the consumer needs of users are met, who would go to Suning to buy large home appliances and digital products for low-value goods such as snacks and drinks? To be honest, Liu Qiangdong is indeed a veteran in business wars. He copied Zhang Jindong's background immediately.
On the second day after the launch of Dongfang's "Desert Storm" event, Suning's "0 Yuan Purchase" sales output declined, falling by 53.7% compared with the previous day. The effect of the event was greatly reduced, almost halved.
Without waiting for Zhang Jindong to react, Liu Qiangdong launched services such as free home appliance cleaning and beautiful delivery women. The former is not difficult to understand, and the latter is that Liu Qiangdong selected a group of deliverymen with pretty looks and good figures, who drove Smart cars to deliver the parcels to users' homes.
Although vulgar, users in 2012 fell for it, not to mention that most of Dongdong users were male.
Double Eleven hasn’t officially started yet, but Suning and JD.com have already started competing with each other. If you don’t know, you might think they are the protagonists of the big promotion.
Zhang Yong was very patient and waited until October 18 before launching the Zhifubao recharge and red envelope giveaway activity.
For every successful recharge of 300 yuan, you will have the chance to grab a red envelope of 150 yuan, and for every successful recharge of 150 yuan, you will have the chance to grab a red envelope of 50 yuan. You can only participate in each level once, and the maximum amount you can get is a 200 yuan red envelope with no threshold.
A total of 200,000 red envelopes will be distributed at 12 o'clock every day from 10:00 to 21:00, with a limited number of subsidies for the single-day activity being 40 million yuan.
The activity period is from October 18th to October 24th, a total of 7 days, with a total investment of up to 280 million.
Although you still have to wait to grab the red envelopes, one ID card can be used to register six Zhifubao accounts, which means an instant discount of 1,200 yuan. Moreover, there is no threshold for the red envelopes and they cover all categories.
In 2012, Ali Baba invested much more in promotional activities than it did more than a decade later, and it didn’t even have any tricks.
This is much more sincere than Dongfang and Suning!
Coupled with activities such as 50% off for all items, 1 yuan purchases, and half-price iPhones, the attention of the entire network was instantly drawn to Yaomao Mall and Taobao.
Dongfang's average daily sales just maintained the 1 billion level for two days, and then immediately fell back to 500 or 600 million.
The number of daily active users of Yaomiao Mall has been rising steadily, easily absorbing 70% of the traffic.
Even Pinbei was affected.
On the first day of pre-sale, Pinbei’s total sales reached 1.63 billion yuan; on the second day, sales reached 1.27 billion yuan; on the third day, sales reached 1.04 billion yuan; on the fourth day, sales reached 980 million yuan; on the fifth day, October 18, sales reached only 730 million yuan.
You should know that Pinbei’s daily sales data before the big promotion starts is usually over 800 million yuan.
After a little thought, Huang Zheng asked the operations department to launch a big promotion plan.
First of all, when you place an order on Pinbei, you will receive a Yu'e Bao red envelope with an increased interest rate, such as 8.8 for orders over 100, 28.8 for orders over 1,000, and 88 for orders over 10,000. It may not seem very powerful, but the way Orange Pay works is that users deposit 10,000 yuan in Yu'e Bao and transfer it out after one month to activate a red envelope of 88 yuan.
Start directly from the user's wallet and lock the funds. This money will only be used when shopping on Pinbei without violating the activation rules of the interest rate increase red envelope.
At the same time, the efforts to give Yu'e Bao experience gold for orders have been strengthened, from the original 5,000 yuan of experience gold for every 99 yuan spent to 6,000 yuan, an increase of 20%.
Then, on the Pinbei 10 billion subsidy channel, 10,000 50% off coupons will be distributed every hour from 10 a.m. to 24 p.m., with a maximum discount of 20 yuan.
Finally, a new activity channel 'Eight o'clock every night, dark and windy' was launched, which selects flash sale products with a price of no less than 300 yuan, and offers an additional 20% to 90% discount on top of the 10 billion yuan subsidy.
In a sense, the "Dark Moon and High Wind" channel is just like the previous Fox Tao special sales, driving prices to the floor.
Shaopi rice 5 kg, 9.9 yuan, free shipping! Liby laundry detergent 12 kg, 26.9 yuan, free shipping! Orange mobile power bank, 89 yuan, free shipping! Midea wall-breaking machine, 179 yuan, free shipping! Aux 1.5-horsepower air conditioner, 1,399 yuan, free shipping! With this combination of punches, Pinbei's single-day sales soared and were immediately pulled back to 1.5 billion.
On October 20, Pinbei Alliance reached a strategic cooperation with shopping guide websites such as Mogujie, Meilishuo, and What’s Worth Buying, and began to tilt the platform’s traffic resources towards Pinbei.
There is no way, Pinbei gives too much!
Moreover, Liangzai Dong often mocked on Weibo that "shopping guide e-commerce has no value and is pure robbery." After acquiring FoxTao, Ma Liyun, of course, devoted all his efforts to cultivating his own son.
In Lao Ma's eyes, Mogujie, Meilishuo, and What's Worth Buying are all leeches sucking blood from Ali, and he has long wanted to kick these shopping guide websites away.
However, Ali is currently in a critical stage of preparation for listing, and the output of third-party channels is also indispensable.
Otherwise, as long as he issues a new regulation that sales volume redirected from shopping guide websites will not be counted into the basic sales indicators of search weight, Juhuasuan and big promotion activities, all shopping guide e-commerce companies will die.
In Ma Liyun's opinion, the commission should be earned by Huli Tao! What are Mogujie, Meilishuo and What's Worth Buying? Want to control Ali's external traffic channels? It's just wishful thinking! At this time, Ma Liyun had the idea of attacking shopping guide websites.
This is also the reason why Chen Yansen insisted on selling FoxTao in a package last year.
Ali's shopping guide business accounts for too high a proportion, and the likes of Yidong, Yixun and Amazon are not doing well either. Once Ma Liyun takes action, the valuation of FoxTao will at least be halved.
Even if he can get through 2013 and 2014 smoothly, once Ali goes public, Ma will definitely turn around and give him a blow.
Fortunately, he acted in time and, with the cooperation of Lotte and Augusta Capital, sold Fox Tao to Ali, and used the money to establish Orange Technology and Pinbei Mall.
Therefore, no matter how dissatisfied Ma Liyun is, shopping guide e-commerce will be the best partner of e-commerce platforms in 2012.
When Pinbei took the initiative to extend an olive branch, the two sides hit it off. Mogujie, Meilishuo and What’s Worth Buying all joined the Pinbei Alliance. On their own platforms, they adjusted the proportion of Pinbei's product display from the initial 15% to about 45%, almost the same as the Taobao system.
In addition, dozens of mid-level shopping guide websites have also joined the Pinbei Alliance and regarded it as their core business.
On October 20, with the help of third-party traffic, Pinbei's single-day sales exceeded the 2 billion mark for the first time, reaching 2.06 billion yuan.
at the same time.
After receiving 50 million yuan in funding from Senlian Capital, Hu Weiyi established the OFO bike-sharing project in Hangzhou, and began her entrepreneurial journey.
Cheng Wei, who was far away in Yanjing, received the news very quickly. After learning that the investor behind OFO bike-sharing was Chen Yansen, he immediately lost his temper: "I didn't offend you! Why are you still chasing me?"
But he knew in his heart that with the funding and resources of Senlian Capital, the development speed of OFO shared bicycles would definitely be far beyond his imagination.
“Didi Bike must start its Series A financing immediately!”
Cheng Wei couldn't wait any longer. He didn't dare to continue to take steady steps to grab the market, so he made up his mind in an instant.
(End of this chapter)
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