Chapter 340: 100 million parcels in a single day? 7.03 billion, exceeding expectations! Handsome Dong, you have no moral integrity!
The next day, at dawn, the sky was slightly bright.
Chen Yansen slowly opened his eyes, lifted the quilt, put on his slippers and walked towards the living room. A torn Avatar Cosplay costume was casually thrown on the floor.
He sat down at the desk, opened his laptop and logged into the data backend. Only five hours after the Pinbei promotion started, real-time sales exceeded 2 billion yuan.
It seems that the 5 billion target is easy! Chen Yansen glanced at it and muttered softly.
Major e-commerce platforms such as Yaomao, Pinbei and Yidong have been setting up the stage and performing for a month, but their success or failure depends entirely on today.
at the same time.
Meng Xin, the founder of Afu Essential Oil, did not sleep all night. He could not get through to the purchasing and sales director of Dongfang Beauty on the phone, so he tried to send a message to Liu Qiangdong via WeChat, but there was no response either.
Even if he was slow, he still reacted.
For adults, not answering the phone or replying to WeChat messages often makes their attitude very clear.
"Damn you Liu Qiangdong! Just because you have a conflict with Ma Liyun, don't use me as a tool!"
Meng Xin's face was gloomy and he cursed loudly with gritted teeth.
As a leading Internet beauty brand, Afu Essential Oils achieved sales of 28 million during the Taobao Double Eleven promotion in 2011, ranking among the top five in the category sales list; this year's 618 promotion set a new record, with sales of 37 million, second only to Yunifang, Procter & Gamble and PROYA.
Therefore, in order to increase the company's revenue, Meng Xin did not hesitate to join Pinbei and Yidong in order to obtain more traffic and orders.
Just as he was about to get off work last night, Hu Li, the merchant operations manager of Pinbei, called and asked why the promotional price for Pinbei was 30% off the counter price, but the discount for Dongfang was 50%.
Meng Xin was stunned! Under his control, the promotional prices of Afu essential oils remained the same whether they were sold in Yaomao, Pinbei, and Yidong, or in self-operated stores or specialty stores.
First, it prevents users from comparing prices across the entire network;
Secondly, reduce friction and conflicts between channels.
Otherwise, if I give Taobao 69 yuan and Yidong 79 yuan, will the platform staff agree?
After hearing this, Meng Xin went to verify it immediately. What he didn't expect was that without even saying hello, Dong forcibly changed the promotional price of Afu essential oil to 50% off, as low as 39 yuan, and also gave away gifts.
At this time, the same product is sold for 69 yuan at the main beauty venues of Yaomao and Pinbei.
Meng Xin didn't have time to think about it and hurriedly asked the operation department to change the price.
"Boss, Dong has locked the merchant's backend and prohibits price changes!" The operator tried to change the price, but he found that he had no authority at all.
Meng Xin suddenly felt his scalp tingling. Hu Li only gave him ten minutes. If the problem could not be solved, Pinbei would immediately remove all Afu Essential Oil products, including the promotional products in the 10 billion subsidy channel.
According to his estimate of Pinbei's Double Eleven output, Afu Essential Oil will lose more than 20 million in performance.
So he quickly asked the operation department to contact the purchasing and sales manager of Yidong, but the other party did not answer the phone or reply to the text messages, and just pretended to be dead.
Meng Xin was so anxious that she was running around in circles! Then, the beauty shop assistant at Yaomao Mall also urged her, "Afu, do you still want to participate in Taobao Double Eleven? Either lower the price or remove all the products from Dongdong."
Taken off the shelves?
I have to have the authority to do this! For a moment, Meng Xin wanted to drive into the headquarters building of Dongfang at night to settle the score with Liu Qiangdong.
But then he thought again, if Handsome Dong didn't give the order, how could the purchasing and sales staff dare to do this?
Meng Xin knew clearly that if the problem was not resolved quickly, the company’s Double Eleven promotion and Q4 performance would be ruined.
In just one hour, Afu essential oils achieved sales of 8 million on JD.com.
Although he explained the truth to the merchant operations of Pinbei and Yaomao, Afu Essential Oil's products were still hidden.
For Hu Li, no matter what Meng Xin’s reasons are, the actions of Afu Essential Oil have already harmed the interests of the company and users.
Even though Afu is a top beauty brand, according to the contract, Pinbei has the right to deduct part of the cash from the store deposit and compensate users who purchased it at a high price.
Yaomao Mall didn't ask Afu Essential Oil to pay compensation, but the waiter's tone was not polite at all: "Ahri can help Afu Essential Oil rise up, but he can also trample Afu Essential Oil to the bottom."
In the eyes of Yaomao waiter, Meng Xin is simply causing trouble for him. How important is Double Eleven?
Mr. Ma and Mr. Zhang are both watching!
If his big boss finds out, his year-end performance rating will be '3.25' (3.25 is the lowest, 3.5 is average, and 3.75 is the highest). If he fails to do so twice in a row, he will receive a big resignation package.
As for Meng Xin's explanation, he was too lazy to care! In this case, Meng Xin had only two options: one was to turn to Yidong, and the other was to turn to Pinbei and Yaomao Mall.
From a business perspective, there is almost no comparison.
Although Yidong is also an important online sales channel, its performance output is 70% to 80% lower than that of Pinbei and Yaomao Mall.
Meng Xin decisively abandoned Yidong. At 3:15 a.m., in his capacity as CEO of Afu Essential Oils, he posted on Weibo: "From now on, Afu will withdraw from Yidong. Afu Essential Oils will not be responsible for or deliver any orders placed on the Yidong platform during the Double Eleven shopping festival."
The handsome Dong pushed him into a desperate situation, and Meng Xin did not give Dong any face at all.
The harsh words were spoken, but the contact persons between Pinbei and Yaomao Mall had already gone to rest.
Meng Xin sat alone in the office, smoking one cigarette after another. He couldn't sleep until the matter was resolved.
The time period from 0:00 to 8:00 accounts for at least 50% of the orders and sales output of the promotion.
In other words, due to Dong's outrageous operations, Afu Essential Oil's promotional performance may be halved.
"Sun thief, you are so cruel!"
Meng Xin glanced out the window and saw a ray of morning light. He couldn't help but yawn and then cursed.
It was not until 9:30 in the morning that the display of Afu Essential Oil's resources in Pinbei and Yaomiao Mall returned to normal.
As soon as netizens woke up, they were exposed to the big news of e-commerce.
The founder of Afu Essential Oils "battled" Liu Qiangdong under his real name, which made netizens call it exciting. However, users who bought Afu Essential Oils products from Liu Qiangdong felt bad instantly after seeing the content of Meng Xin's Weibo.
They thought they had gotten the lowest price on the Internet, but they didn't expect Afu to not ship the product! This group of people immediately contacted the customer service of Yidong to verify, but only received an ambiguous reply: "The platform is communicating with the brand, please be patient."
“Buzz buzz buzz——!”
The phone on the table suddenly rang.
Meng Xin picked it up and saw that the person who called was the missing beauty purchasing and sales director.
"Mr. Chen, what's the matter?" Meng Xin asked knowingly.
Anyway, he has offended everyone, so what is he afraid of? He usually serves these big guys, but now he is too lazy to pretend.
"Mr. Meng, as of 9:30, Afu's output on Yidong was 12.7 million, and the order volume was 213,000. Someone below made a misunderstanding and moved Afu's products from the 30% off product pool to the 50% off event. It's just a marketing bug. But if you talk nonsense on Weibo and it affects Yidong's investment work, the company may send you a lawyer's letter."
Chen Yongqiang, the beauty purchasing and sales director, threatened secretly.
Marketing BUG?
You're fooling me like a three-year-old kid!
Meng Xin curled his lips. He didn't believe even a single punctuation mark in Chen Yongqiang's words.
We are all thousand-year-old foxes, why are you playing Liao Zhai game with me?
"Lawyer's letter? Who are you trying to fool? You're using me as a gun, don't think I don't know! Afu won't handle Dongdong's orders, so if you want to sue me, go ahead and see who suffers the most!"
Meng Xin immediately retorted.
He has been in the underworld for many years, would he be afraid of a lawyer's letter?
The two sides talked back and forth awkwardly for a few minutes. Chen Yongqiang hung up the phone awkwardly and reported the matter to his superiors.
Half an hour later, Yidong began to cancel Afu essential oil orders on a large scale, compensating each account with 10 yuan in Beijing coupons without any threshold. The customer service department received a notice: for users who are emotionally agitated and preparing to complain to the Municipal Supervision Association, an additional 10 yuan compensation can be added, with a maximum of 30% of the order amount.
The Double Eleven promotion was not even halfway through when the first large-scale consumer rights protection incident occurred.
Afu Essential Oil and Yidong were both scolded and became hot searches!
In response to this, Yidong said: "I participated in the 50% discount event of Afu Essential Oil voluntarily. I temporarily withdrew because I was threatened by an e-commerce company and got a better promotion position."
Afterwards, he produced a screenshot of the electronic contract for Afu Essential Oil's participation in the Desert Storm activity to prove that he was not at fault and that it was Afu Essential Oil that lacked a spirit of contract.
When Meng Xin found out, he almost laughed out of anger!
There was no problem with the contract, but regarding the promotional discount, he and the purchasing and sales clerk agreed on a 30% discount, not a 50% discount.
However, it was not specified in the contract, and Meng Xin was left speechless with no way to express his grievances.
Dong turned the tables and put the blame on Yaomao and Afu.
Not long after, Yaomao responded: "We don't force merchants to choose. Merchants choose which platform to choose and what activities to do. It is their own initiative to choose."
What this means is that this matter has nothing to do with Yaomao.
Netizens quickly left messages on the official Weibo accounts of Huang Zheng, Chen Yansen and Pinbei, asking questions as if they were determined to get to the bottom of the matter.
"Pinbei never interferes with the choices of merchants." Huang Zheng replied simply and kicked the ball back.
Everyone is correct, so the user is wrong?
In fact, the unspoken rule of "choose one of two" is not only applicable to Ali, but also to Pinbei.
This thing can only be understood, not explained.
The answer is no! For any brand that has appeared on the main venue of Tmall or Pinbei promotion, if it dares to participate in the Desert Storm event of Dongfang, the number of stores entering the store will be 3,000 in the last second, and will drop to single digits in the next second.
As soon as the brand cancels the Desert Storm event, the traffic will immediately return to the level of 3,000.
Although the three major e-commerce platforms have not competed head-on, they have been making small moves behind the scenes.
At noon, Pinbei’s cumulative sales had reached 3.7 billion yuan.
Relying on more than 3,400 forward warehouses across the country (some of which were converted from express delivery outlets) and the instant delivery capabilities of Kuaipao's deliverymen, Pinbei completed 500,000 express delivery orders before the second half of the Double Eleven promotion.
The speed is so fast that it exceeds the imagination of users! Although Ali has similar reports every year that a certain user received a courier package in just ten minutes, anyone with a discerning eye can see that it is just a show.
The order volume is very small! Pinbei is completely different. From 9 a.m. to 12 p.m., relying on the advanced warehousing operation model, Yunsu and Kuapao's transportation resources, it easily handled 500,000 express delivery orders.
Because these products such as shampoo, shower gel, toilet paper, laundry detergent, mobile phones, tablets, small appliances, etc. were shipped to the forward warehouse half a month ago.
The distance from the warehouse to the buyer's delivery location is no more than ten kilometers, so the efficiency is of course amazing.
The other side.
Best Express, SF Express, Tiantian Express, Guotong Express and other express delivery companies have all been overwhelmed, and their stations are full and piled up like mountains with express parcels about to be sent out.
Yunsu isn’t much better!
Liao Wei's eyes were red. He went to bed at around two in the morning and woke up at seven in the morning.
In the East China, North China, Central China, South China and Northeast regions, the number of parcels collected in the morning exceeded 20 million.
You should know that Yunsu Express's daily transportation capacity is only 10-12 million parcels. According to the current collection speed, today's final business volume will reach 40 million parcels.
Liao Wei exploded!
This poses a huge challenge to Yunsu’s warehousing and sorting capabilities, as well as terminal delivery scheduling!
What's more, there was rain and snow in many places in North China and East China, road transportation was blocked, and flights were delayed. The busier it was, the easier it was to cause trouble! Liao Wei couldn't sleep, and he personally took charge of the Shanghai headquarters, organizing the dispatch of transportation resources across the country, and through Zheng Shengyu, he established a relationship with Air China and incorporated air transportation into the transportation system.
"We still bought too few planes!"
Liao Wei slapped his thigh fiercely.
Previously, Yunsu bought eight second-hand passenger planes from Air China, took them to Temasek and converted them into cargo planes. They were put to good use just a few days after they were put into use.
But compared with the more than 40 million parcels of cargo, these eight cargo planes are just a drop in the bucket.
It’s useful, but also very strenuous!
For this reason, he had to rely on Air China's idle capacity resources, but the carrying capacity of passenger planes and cargo planes was far apart, so it could only play a mitigating role.
The output of Double Eleven in 2012 far exceeded everyone's expectations.
Pinbei's sales target is 5 billion! Ali sold 6 billion last year, and this year's target is 10 billion! JD's daily target is 2 billion! Platforms including Suning, Gome, Dangdang, Yixun and Amazon all underestimated the explosive power of the Double Eleven promotion.
Goods began to pile up in large quantities in distribution centers across the country. Sorters were replaced one after another, and each one was exhausted and sweating. They collapsed as soon as they walked out of the express station.
Express delivery companies even offered a high price of 300 yuan a day to recruit temporary sorters. Many people wanted to leave after working for less than two hours.
At the same time, buyers were still placing orders.
In 2012, the express delivery industry was still dominated by manual sorting, which was slow and prone to errors. There were very few automated equipment. The average daily processing capacity of a single sorting center was only a few hundred thousand pieces. When suddenly faced with tens of millions of packages, it was simply impossible to finish the work.
Since the electronic waybill technology became popular, Liao Wei, under the instruction of Chen Yansen, deliberately accelerated the configuration progress of automated sorting equipment. Now 40% of the sorting warehouses are machine sorted, with an error rate of less than 0.1%.
Despite this, Liao Wei is still under tremendous pressure.
At 24:00 on the same day, Pinbei's sales performance was fixed at 7.03 billion! The order volume was as high as 23 million! After hearing the news, Liao Wei smiled bitterly. It is not difficult to imagine that as the leader of e-commerce, Ali's order volume would probably not be less than 40 million, and it is even possible to exceed 50 million.
Add to that dozens of e-commerce platforms such as Gome, Dangdang, Yixun, Paipai, Xiepin.com, Jumei, Vipshop, etc., and the business volume is estimated to exceed 100 million tickets!
…
…
In Zhuxianzhuang Science and Technology Park, on a silent and dark night, deafening cheers suddenly erupted from Building No. 6.
The total sales of 7.03 billion means that the Q4 performance bonuses of all Pinbei employees can be multiplied by 1.4. The original bonus of 100,000 yuan will immediately become 140,000 yuan.
Chen Yansen leaned back in his chair, looking at this group of screaming young people, his lips slightly raised in a faint smile.
You may make money, but I will never lose money! (End of this chapter)
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