Chapter 511: 23.76 billion a day! Liu Qiangdong: 3 million? Go grab it!
After winning the battle, Kuapao Hotel and Travel’s market share soared, but it was not without cost.
In just two months, the company's marketing, human and material costs in the hotel and tourism category reached 1 billion yuan.
Fortunately, we won market share!
According to the latest statistics from iResearch Consulting, the market structure of China's online travel (OTA) is as follows: Kuaipao accounts for 37.4%, Ctrip accounts for 29.1%, Tongcheng accounts for 9.6%, Tuniu accounts for 6.2%, and Qunar accounts for 5.6%.
Kuaipao quickly became the market leader.
Ctrip has fallen to second place in the industry.
Tongcheng's share price fell below 10%, and a large number of users from platforms such as Tuniu, Qunar and eLong were also absorbed by Kuaipao and Ctrip in this battle.
The once dispersed market traffic is now rapidly concentrating on the top.
Kuaipao continues to expand with its fierce ground-based marketing offensive and flexible merchant policies, while Ctrip is barely able to maintain its position by relying on its accumulated brand foundation.
The living space of small and medium-sized platforms has been further squeezed.
Privately, someone even contacted Pei Yi, wanting to sell the company to Kuaipao, but he refused.
The organizational structure, operation system, and merchant system of the Kuapao Hotel and Travel Division have all been established, so there is no need to acquire a bunch of online travel websites with a market share of less than 5%.
Some products don’t even have an app and are destined to be eliminated by the market. Acquiring them will only increase integration costs.
Instead of wasting energy on revitalizing these uncompetitive "remnants", it is better to concentrate resources on consolidating one's own advantages.
Two days passed in a flash, and Double Eleven arrived as scheduled.
After Pinbei submitted its IPO application, Liu Qiangdong also began preparations for the listing of Yida.
Ali has just withdrawn its decision to list on the Hong Kong stock market and has also set its sights on the New York or Nasdaq stock exchanges.
Therefore, it is not difficult to imagine how fierce the competition is during this year’s Double Eleven promotion.
Yaomao Mall requires that the main products participating in the promotion must be 50% off the regular price and free shipping for all products, covering all categories including clothing, food, beauty, home appliances, digital products, etc.
Unreasonable demands lead to unreasonable countermeasures.
Home appliance and digital merchants, whose profits are already thin, and who have a strict price control system from brands, have no choice but to resort to the tactic of first raising prices and then lowering them, and opening new links in advance, in order to meet the platform's rules.
Some digital camera merchants even took out old inventory from three or five years ago, marked the original price at 10,000 yuan and the promotional price at 4,999 yuan. However, this model was originally worth just over 5,000 yuan.
It’s only sold for 4988 yuan at Pinbei Baiyi!
Users are not stupid. Once they compare prices, Yaomao’s 50% off promotion becomes a joke.
However, high-profit categories such as food, clothing, and beauty products did achieve a 50% discount.
Yidong focuses on logistics timeliness and authenticity guarantee. It has launched a "double return on price difference" activity in the large home appliance category. If you find that the product is more expensive than Yaomao, you will be compensated twice the price difference.
For example, the iPhone 5s is sold for 4,788 yuan on Yidong and 4,768 yuan on Yaomao. After placing an order, users can contact customer service to claim 20 yuan in compensation for the price difference.
Pinbei uses domestic and cross-border main venues as a gimmick and only offers direct discounts on products.
When users stayed up late to grab coupons and place orders on Yaomiao and Yidong, they found that the final price they received was even lower than the price offered by Pinbei.
In addition, although there are no large-value coupons of more than 500 yuan, a lot of subsidy coupons with denominations of 10 yuan, 20 yuan, 50 yuan, and 100 yuan have been issued. After stacking and using them, the shopping experience is better than that of Yaomiao and Yidong.
At the same time, the game of "shopping to get red envelopes" was launched. Every time a user submits an order, he or she can get a lucky red envelope ranging from 18 yuan to 4,888 yuan depending on the size of the order.
By sharing with friends, you can randomly get shopping red envelopes with no threshold or discounts.
Of course, the size of the red envelope that each user can receive has actually been marked with an algorithm in the background. The higher the user's value, the larger the red envelope they can receive.
Loss?
It doesn't exist!
On November 11th, Pinbei’s sales in the first hour reached 5.37 billion yuan!
Chen Yansen leaned against his desk, a faint smile on his lips. He said to Huang Zheng beside him, "This won't happen again! For future sales, we'll stick to the old rules and leave work at 12 o'clock at the latest."
"Boss, this isn't my fault. Who told you to give out bonuses and stock options so often? If I don't meet our fourth quarter and annual targets, those people down there will tear me apart without you having to say anything."
Huang Zheng said half-jokingly.
With the company's IPO imminent, everyone wants to get the highest level of quarterly bonus in the fourth quarter and thus receive more option rewards.
One thousand shares is equivalent to $40,000!
Who can resist such incentives?
"Team Leader, Mr. Huang, the last batch of skewers, fresh out of the oven!"
At this time, Xu Xingxing came over with a plate of barbecue and said with a smile.
"I won't eat it. Men over 30 have a slow metabolism, and eating barbecue is simply not digestible."
Huang Zheng waved his hand, picked up a can of beer and dodged, preparing to notify all departments to go off work.
Although he had a cup of coffee in the afternoon, he couldn't hold it anymore and his eyelids were drooping.
"Squad leader, what about you?" Xu Xingxing asked Chen Yansen with burning eyes.
Chen Yansen took a skewer of beef and said to Xu Xingxing, "Take it upstairs. Yifeng, Yuanwei, and Pengfei are the biggest eaters. They can stuff as much as you want into their stomachs."
"Oh." Xu Xingxing nodded, a hint of loss flashed in his eyes, and walked up the stairs to the second floor.
But before she had taken two steps, she heard someone behind her say, "Mr. Zhang's cooking skills have clearly declined. It looks like his Q4 bonus will have to be lowered."
Xu Xingxing paused and started to wonder: I clearly made this barbecue myself, should I explain to Chen Yansen?
She clearly tasted it and it tasted fine!
But Lao Zhang worked so hard to teach her how to barbecue, he couldn't let her get into trouble because of this, right?
Thinking of this, she subconsciously turned her head and saw Chen Yansen looking at her with a smile.
"Squad leader, you really haven't changed at all."
Xu Xingxing reacted immediately and gave Chen Yansen a coquettish look.
Chen Yansen smiled, threw the finished skewers into the trash can, and walked out the door.
When Huang Boxiang saw him come out, he hurriedly got out of the car and opened the left rear door for him.
"Back to the Delta."
Chen Yansen got into the car and gave instructions to Lao Huang.
"Okay, boss."
Huang Boxiang responded and drove out of the Science and Technology Park with ease, first heading north, then west onto Xucheng Avenue, and then sped all the way.
Following behind was a Mercedes-Benz coupe, and behind that was a Mercedes-Benz MPV commercial vehicle.
Late at night in early winter, Xucheng is as quiet as an empty city except for a few guiding lights. Only when you get close to the city center can you see a cluster of bright neon lights.
at the same time.
The brightly lit Dong headquarters building.
Liu Qiangdong of Yanjing rubbed his sore and swollen temples, looked at his watch, it was 1:15 in the morning.
The data dashboard on the screen clearly shows the real-time transaction volume on the day of the Dongfang promotion - 2.47 billion.
"Based on the current sales rate, the 10 billion target is a bit difficult."
Liu Qiangdong shook his head and muttered to himself.
He doesn't have the same strong strength as Chen Yansen.
The other party only sent a professional manager to North America for a roadshow and to handle the listing process, and was able to go public at a premium, bringing the market value to US$88 billion.
Liangzaidong knew that he had to try hard before going public in order to get a higher valuation from the securities firm.
How to spell it?
Naturally, it is during the Double Eleven and Double Twelve promotions, as well as in the fourth quarter, to submit a satisfactory report card to overseas investors.
"Lao Liu, are you off work? I can't sleep without you at home."
The phone on the table buzzed and a message popped up.
Liu Qiangdong grinned, immediately put away the documents at hand, and turned off the computer.
After leaving the house, he said hello to several senior executives from the purchasing and sales department and the operations department, and then hurriedly took a car home.
The next morning, his girlfriend held his arm and they got into a Mercedes-Benz van together.
At this time, a reporter from "21st Century E-Commerce Weekly" was squatting near the villa area and happened to capture this scene.
"Boss Liu's daughter?"
“I haven’t heard of it!”
"Naive! You don't understand men at all. Who doesn't like young girls?"
"I estimate there's a twenty-year age difference!"
"Who cares! This is big news. This month's bonus is guaranteed!"
The three reporters discussed excitedly.
"How much is the prize money? Perhaps Mr. Liu would be happy to buy this set of photos?"
"Brother Bin, if the company finds out, you'll be fired at best, or banned from the entire industry at worst! Besides, the legal department at Dongfang is no pushover!"
The chubby, bespectacled man in the lead, upon hearing his colleagues' dissuasion, said dismissively, "Think about it, how much have housing prices in Yanjing skyrocketed? Do you really want to live in a rented apartment forever?"
This sentence silenced the other two.
yes!
Living in Yanjing is not easy!
Their income is not bad, and they can occasionally earn some travel expenses and writing fees, but the speed at which they make money can never keep up with the rising speed of housing prices.
"Brother Bin, then I'll listen to you." One of them said through gritting his teeth.
"Let's do it! I'll make the call." Another person decided immediately.
As a result, before Liu Qiangdong even arrived at the company, he received a call from the public relations department, saying that someone wanted to discuss a "special" financing with him.
To show sincerity, the other party also sent a clear photo.
After clicking on the picture, Handsome Dong's face suddenly darkened and he understood what the other party meant.
How can this be called financing?
It's clearly blackmail!
At present, Dong is in the stage of preparation for listing. He is single. Logically, a normal relationship will not have a negative impact on the company.
But Xiaotian is too young!
Liu Qiangdong thought about it and asked the public relations department to come forward to test the other party's appetite first.
As soon as he arrived at the company, the public relations director pushed the door and entered his office.
"Boss, the other party wants 3 million."
How many?
3 million?
Liu Qiangdong laughed angrily. It wasn't like he had done anything illegal.
"Tell them it's 50,000 yuan, and if it's more than that, they can register as much as they want."
Liu Qiangdong sat in the boss chair and snorted coldly.
"Okay, Mr. Liu, I'll handle it right away." The public relations director responded.
The other side.
When Brother Bin and his friends learned that Liu Qiangdong was only willing to invest 50,000 yuan in his shell company, they knew that their wish to get rich was dashed.
50,000 yuan is not enough to buy a toilet!
At twelve noon, the photo of Liu Qiangdong holding hands with Milk Tea Sister quickly became popular.
On the day of the big sale, the boss's scandal overshadowed the announcement that Dong had made in advance, leaving the marketing department at a loss for words.
But he soon discovered that the traffic to Dong was increasing.
After all, Milk Tea Sister is the first generation of amateur internet celebrity. As soon as the news came out, it brought a considerable wave of traffic to Dong.
Dong's transaction volume also increased slightly!
Users did not go to Dongfang to place orders because of Milk Tea Sister, but because of the hot news that reminded them of the Dongfang platform and made them want to take a look.
In the early hours of the morning, Double Eleven ended and the final transaction volume of Yidong reached a maximum of 10.34 billion.
The other side.
On the second-floor LED screen of Pinbei’s headquarters building, the total sales for 24 hours were displayed – 23.76 billion!
(End of this chapter)
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