Chapter 433 is broken, this high-end game!
Over the weekend, Shanghai welcomed a warming day, and group-buying activity posters were posted in designated stores in various business districts.
In addition, they also distributed no-smoking signs, toilet signs, and slippery floor warning signs with the group-buying logo to businesses along the street and shopping malls, and gave away tissues printed with the group-buying logo in the shopping malls.
This meticulous advertising model has been used since the Zhihu era, and this time it has allowed group buying to gradually enter the vision of more people in a subtle way.
At this time, competitors are still extremely distressed about the fact that some stores have suspended operations one after another.
“What happened to those businesses that suddenly closed?”
"They said that the number of orders from group buying has been too large recently and they are too busy to handle it, so they can only reduce the channels for receiving orders."
"So they shut down our channel? How does that make sense?"
Geng Yong, the marketing manager of Lashou.com's Shanghai branch, couldn't believe it and kept cursing the whole morning. The profound Chinese culture surrounded the entire marketing department, and the employees were so scared that they didn't even dare to look up.
When a business closes its store, the first person responsible is the marketing manager. At this time, Mr. Geng was already sweating profusely.
Since the beginning of the year, the first shot in the group buying war was fired by Sui Xin Tuan, which was the first to ignite the first fire with overwhelming advertising.
In the first two rounds of competition, the biggest expense they spent was actually the advertising war.
At that time, the role of ground promotion was insignificant in the eyes of various group buying websites, because they felt that the efficiency of ground promotion was too slow. At that time, all websites relied on a variety of advertisements to attract merchants and users.
Because everyone is spending money to compete in speed, and there are channels for wide publicity, so who would be willing to visit each house one by one?
Facts have proven that spending money on advertising is indeed faster than offline marketing.
Many websites have harvested wave after wave of market share through advertising. At that time, the merchants who signed up to open stores in order to pay the entry fee could line up from the door to the second intersection.
In order to surpass their competitors, many employees even operate privately, allowing merchants to settle in first and then sign the agreement.
Even cases of proxy signing and fake signing are not uncommon. After all, you have the policy from above, and I have the countermeasures from below.
Facts have proved that this approach is indeed very fast, otherwise, Lashou.com would not have gained a reputation for being good at fast breaks.
However, the quality of the merchants who signed contracts in this way is mixed.
There were even speculators who opened stores specifically for the purpose of collecting entry fees, and they all reaped the benefits of that crazy speed war.
In addition, after Kang Jingtao took over the Shanghai market, he was immediately transferred back to Kyoto for promotion and wealth. The Robin team that took over later spent a long period of time stabilizing the situation.
As a result, they did not conduct detailed research on the channel's return on investment, merchants' sales, customer flow sources, and consumer types.
At first, they didn't see anything wrong with doing this.
Because the entire market belongs to them and there is no strong competition, who would have the time to dig into their own problems?
But as more and more stores were put on the group buying platform, Geng Yong compared their activity lists and found that those stores were actually traffic harvesters for a block or even an entire business district.
Do you think that if this merchant is missing, only their orders will be reduced? No, that will have a chain reaction.
If one milk tea shop is missing, even the dog food shop next door will be affected, and Lashou is suffering from such torture now.
"manager?"
"What's wrong?"
"Boss Luo wants you to have a meeting on the third floor. The other managers are already here."
"I understand. You go ahead and do your work."
The secretary at the door was wearing a pair of high heels, her face looking timid and cautious.
In recent times, the frequency of managers from various departments losing their temper has increased significantly, which has made the work of secretaries very difficult.
Geng Yong pushed his chair aside, picked up his suit jacket, walked out of the office and entered the meeting room.
The conference room was already full of people at this time, and a copy of the contract was on the projector. At the same time, there were other copies of the same contract on the conference table.
Robin was sitting sideways with one hand on the conference table, his entire expression gloomy.
"Boss Luo, I'm here."
"Please sit down, Old Geng. Take a look at the contract in front of you first. We will have a concentrated discussion later."
Geng Yong sat down on the chair, took the contract on the table and found that the cover read "Pintuan.com Deep Cooperation Agreement".
He reached out and opened the agreement, read a few pages, his eyes gradually widened, and his expression began to become stunned.
A large number of chain brands suddenly emerged during the Food Festival. At that time, no one knew how group buying was done. It was Cui Yiting who told them the answer.
And now, some top merchants have suddenly turned to group buying, some have closed their stores, and some have taken a break. The answer is in this agreement.
"Manager Wu got this contract from his friend's store. Now, we finally know why those merchants suddenly only provide online services for group buying."
"They started early in the morning to check the merchants with the largest traffic and the best reputation in each business district."
"At that time, the market in Shanghai was still dominated by free groups, while Pintuan secretly signed a cooperation agreement similar to a bet with those merchants, which can also be regarded as a disguised exclusive agreement."
"They gave 10,000 yuan to the selected merchants and promised to expand their business in Shanghai within half a year. If they failed to expand, they would not take back the 10,000 yuan and treat it as a gift from them."
"Hey, let me ask you, if you were a merchant, would you be willing to accept it? It's a 50-50 chance, and you get 10,000 yuan for free."
Hearing Robin's voice, all the managers in the conference room fell silent.
The amount is neither big nor small, but if it involves giving it away for free, it really hits the greedy nature deep in the human heart.
"Of course, if we can't roll it out, we can give it away for free. But if we can roll it out, the contract will officially take effect and the contracted merchants will need to give priority to group purchase orders."
"Now that their activities have been launched and the contract has come into effect, the number of online group buying orders has surged, and all the contracted merchants have given up on orders from Lashou."
"Look at the signing time of this contract, which was in May of this year. At that time, group buying had just taken over the university town market in Shanghai, and the business was not even stable. They actually laid such a foreshadowing."
"What about us at that time? We didn't even have a plan to capture the Shanghai market."
"So, the team didn't consider us as opponents at all. They pushed all the way over, making it clear that no matter who it was, they would beat anyone who got in their way."
Hearing these words, everyone felt as if they were falling into an ice cellar, as if a chill was running up from the lower end of their spine and heading straight to their head.
When Pintuan first announced its entry into Shanghai, everyone was shocked by the sudden appearance of a strong team of local salespeople. Some people speculated at the time that Jiang Qin had been training this team for the past six months in order to capture the first-tier markets while everyone else was moving down to the lower-tier markets.
No one believed it at the time.
How could he foresee the end of the year? How could he lay such a deep foreshadowing? But when this contract was exposed, some things had to be admitted.
While everyone was fighting and arguing with each other, there was a crappy website that kept stealing cards and got the bomb and the two kings into its own arms.
If before December, the group buying war was still a primitive money-burning war, then the series of group buying operations in Shanghai have forcibly brought Lashou.com into the high-end game.
But when he entered the high-end card table, Lashou found that he didn't even have any cards, not even money.
"Are you still going on with the event?"
"It's useless. We can't stop the group buying now. Even if we take out all the 1.2 million in one go, it will be a waste of money."
Listening to everyone's discussion, Robin suddenly waved his hand and said, "The funding has been approved. How can we not use it? When we lose the market, do we have to report to the headquarters and say that we did nothing because we felt we couldn't win?"
After hearing this, the conference room fell silent again.
You can't stop it, but if you really do nothing, it will be more difficult to defend yourself when you are held accountable by the headquarters later. This is the rule of the workplace.
But if you try to do it and fail to achieve it, the sin will be less severe. This is called hard work even if there is no merit.
"Mr. Luo, I have arranged for a specialist to do market research. We can select a group of merchants with large traffic and who have not signed in-depth cooperation agreements, and organize an event around them."
Geng Yong put forward his own opinions and views, which was also the remedial plan he came up with after seeing online merchants closing down one after another.
Robin nodded after listening to it: "That's a good idea. When will the list be released?"
"We should be able to produce a batch before the end of get off work this afternoon."
Robin looked at Cui Yiting and said, "Manager Cui, the event funds are now in your hands. You will quickly come up with a plan based on the list provided by Manager Geng."
"Okay Mr. Luo."
Cui Yiting nodded, then turned her gaze to the copy of the "Deep Cooperation Agreement" in her hand, and her expression became a little complicated.
The Sui Xin Tuan they created was originally the largest group buying market in Shanghai. However, as soon as they met hands, it was immediately beaten to a pulp.
But today's group buying is not as big as Suixintuan, but it has been able to defeat Lashou.com repeatedly and has almost no ability to resist. She felt like she was being attacked by a dimensionality reduction and developed a deep fear of the college student.
At around five o'clock in the afternoon, the marketing department specialists came back. They quickly compiled a list and handed it to Geng Yong.
Therefore, the Shanghai branch of Lashou.com held another overtime meeting.
"Although group buying has won over many popular merchants, there are still some that don't buy into it. This is the list we compiled, you can take a look at it."
"Meiye KTV, Dadi Cinema, Yunshuiyou Spa, Wagyu BBQ, Xianhui Beef Brisket Hot Pot... Oh, and there is also Xitian Milk Tea. This milk tea shop has a lot of customers and is currently doing a new product launch event, so there is a lot of room for maneuver."
"Most importantly, these brands that have not signed in-depth cooperation agreements are also traffic harvesters in major business districts."
"This is our chance."
Geng Yong deliberately used a pause to emphasize the point.
(End of this chapter)
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