Li Mu's crushing sniper made Boss Ma extremely decadent. Although he had already announced the death penalty to Letao in his heart, it was impossible for him to surrender without a fight. So for dignity, investors, or team, he still had to fight this battle, even if the power gap was huge, he would not admit defeat in advance.

At 8 o'clock in the morning, Boss Ma had already arrived at the company. He couldn't wait to get all the data from LeTao.com in the past 12 hours from the technicians on duty last night. He was as anxious as a candidate who couldn't wait to see the college entrance examination results.

Boss Ma is also very clear that no matter how the Internet industry develops, "data" is the most realistic and core reference standard in the Internet industry.

For example: How to measure the strength of an information website? The most basic thing is to look at the daily independent user visits, the per capita page views, and the average user visit time. These three data can basically represent everything.

Daily independent users represent website traffic, which is the most basic data and represents the user base of the website;

The per capita page views represents the quality of the website content. If the per capita page views of one website are 5 and the other is 10, then there is no doubt that the content quality of the latter website is much better than the former. Putting aside the traffic, the per capita page views will definitely be much higher than that of the miscellaneous small websites. The reason is very simple, and the content quality is definitely better.

The average user visit time represents the user viscosity of the website. The higher the average visit time, the higher the user's loyalty is. It is easier for such a website to convert. For example, Youku users use Youku every day, which is definitely much longer than Kuliu users use Kuliu. The strength of the two websites is far from each other.

If Boss Ma wants to know the promotion effect of Letao.com in the next eight days, wants to estimate the order volume and transaction volume of the 929 Letao promotion, and wants to predict the future development potential of the entire Letao, he must first have an objective data as a reference standard. This data is the data performance of these 12 hours after the promotion was launched at 8 o'clock last night to 8 o'clock this morning.

What made Boss Ma feel desperate is that in the past 12 hours, the data on Letao.com was far below his minimum expectations!

In the first 12 hours after Letao went online, the number of newly registered users was only 13,000...

Letao’s goal is to increase 8 million registered users within eight days, and the average daily goal is to increase one million registered users!

12 hours have passed, and the number of new users has only been 13,000, which has not even reached the expected 2%!!!

As for the access users, there are about 400,000, which is equivalent to only one person registering for every 30 access users.

This data is so miserable that the listener is sad and the listener is crying.

The advertising budget of more than 2 million yuan a day is converted into 12 hours, which is one million yuan!

One million yuan advertisements were placed in the densely populated East and South China region. Last night, it was pushed one round at 8 o'clock and one round at 10 o'clock. It can cover at least tens of millions of people based on the ratings, but in the end, only a mere 400,000 people visited it. This data is really miserable!

According to this data, in the past 12 hours, Letao's investment of 1 million yuan was exchanged for 400,000 visitors, which was equivalent to the cost of exchange for one visitor, up to 2.5 yuan!

The cost of obtaining a registered user exceeds 75 yuan.

1 million investment! 13,000 users came! This cost is so high that it is amazing! The unit price is converted into more than ten times higher than the mobile Internet fighting era. Nowadays, this data is simply terrible!

Boss Ma looked at the complete data and fell into a deep despair. This despair was stronger than ever before. This dismal data meant that he was wasting a huge amount of money, and the money was not his own, but the investor. After seeing this data, investors will definitely be extremely disappointed with Letao and even with themselves!

Boss Ma, who was almost about to go crazy, immediately notified all core employees to have a meeting, including Amazon representative William Yang, who has not yet arrived at the company.

At about nine o'clock, he showed the data of the past 12 hours without reservation in front of core employees, William Yang and Li Guoqing.

400,000 visitor users, 13,000 registered users, the promotion cost of a single access user is RMB 2.5 yuan, and the cost of a single registered user is RMB 76 yuan...

Such miserable data is simply a failure. Just talking about such a high user acquisition cost, what do you have to sell to earn back?

All the employees of Letao were also very disappointed after seeing this data. Even the Amazon executive William Yang, who had always advocated increasing investment in promotion and ran Boss Ma when he was fine, lost his previous arrogance and fell into deep fear.

Facts have proved that fortunately, Boss Ma did not listen to his increasing investment in promotion, otherwise with this conversion rate, not to mention investing 2 million US dollars, even if it is 20 million US dollars, he would have to kneel down, and the kneeling would be even worse.

With such a bad conversion rate, if it is because of my additional advertising investment, I will take the blame for Boss Ma. Fortunately, this Chinese guy ignored me, otherwise...

All in all, for William Yang, this is a blessing in disgrace.

Boss Ma, who was almost a little suspicious of life, forced himself to calm down in front of so many people, put aside all negative emotions, and led everyone to carefully analyze the key points.

Boss Ma, who was pale and obviously lacked blood, wrote several key indicators on the blackboard: displaying exposure, conversion visits, and conversion users.

Then, Boss Ma strongly raised his morale and said: "First of all, Taobao cannot affect the display and exposure of our advertisements in any case. That is to say, the display base of our two rounds of promotions in prime time last night was very large. Conservatively, at least 30 million people saw our advertisements. This is beyond doubt, right?"

Everyone nodded.

Indeed, what Li Mu can affect is the conversion effect after the display, but it cannot affect the display volume. Last night's two rounds of promotion in Golden Time, the display volume must be tens of millions.

Boss Ma gritted his teeth and said, "When the display exposure is sufficiently guaranteed, why is the conversion visits so low? My analysis result is: 50% of the reason is that the damn Taobao advertisements have been chasing us. On various TV stations, their advertisements are no more than ten minutes different from us! Moreover, the celebrity lineup is strong, and the advertisement exposure time is longer. Users have watched our advertisements and then saw Taobao advertisements. The impression of our advertisements will definitely be greatly weakened. Therefore, although the display exposure is large, it is definitely because of the loss of Taobao. We have a low number of users to visit!"

Speaking of this, Boss Ma said with anger: "We heard that when Muye Technology was booking promotion resources everywhere, we thought they wanted to take the opportunity to promote Muye Technology. I didn't expect that Li Mu would be so insidious. All the advertising resources reserved by Muye Technology were for Taobao!"

Boss Ma's words suddenly aroused everyone's anger!

Yes! Damn it!

Everyone had received news that Muye Technology was using a lot of money to book promotion resources nationwide, but at that time Muye Technology was developing rapidly overseas. Because Muye Technology and yy were at its peak, Muye Technology came out to book promotion resources. Everyone thought it was for their own use, but unexpectedly, Li Mu was already aiming at LeTao at that time! It was extremely hateful!

After everyone scolded, Boss Ma said with a dark face: "In addition, there is another important reason, that is, Taobao's advertising slogans are too dirty! Happy Taotian is all in this sentence on Taobao, and the word "Letao" is just brought in! As soon as our advertisement came out, his advertisement followed and let celebrities say this sentence brainwashed, in order to wash away the impression our advertisement had just left on them in the subconscious of the users! I have lived for so many years and have used such dirty competitive means to openly compete, which is the first time I have seen it!"

At present, the people of Letao are united and share the same hatred for the enemy, so basically no matter what Boss Ma said, they all felt that they were talking about their hearts. It seemed that Taobao was stumbling on them and deliberately fighting propaganda war against them. However, these people did not think that they were preparing for Letao and preparing for promotions, and they were also stumbling on Li Mu. It was them who declared war, and Li Mu was just fighting.

At this time, Boss Ma said: "As for why our registered users are so low, it is actually because Taobao's promotional interaction is greater than ours in terms of participating brands, promotion scale, product quantity and discount strength. Among the 400,000 users, many users must have visited Letao to see the details of our promotional activities, and then compared the details of Taobao's activity. They found that we were not as good as Taobao in all aspects, so they directly chose Taobao's promotional activities and gave up on us, so it was difficult to form registered users."

The acquisition cost of registered users is much higher than that of visiting users. The reason is that registration costs more behavioral costs for users. If they are not interested in the website or have a basic need for the website, most browsing users will not choose to become registered users. Once users compare and find that Taobao's promotions are more powerful, 90% of them will no longer pay attention to LeTao, let alone register.

Competition for the same type of products is often so fierce, because users are often doing the single choice question of choosing one of two. Most of those who choose product a will give up on product b. Unless product b has advantages in some more detailed vertical aspects, it is almost impossible to have room for survival. For example, under the premise of being so powerful, anyone who makes the second WeChat will surely die. Unless they choose a vertical subdivision field to develop with it and make it compete differentiatedly with WeChat, it is like Momo. If Momo did not focus on "approval" as the selling point, he would have died more than 10,000 times.

At present, compared with the two websites of Taobao and Letao, Letao is a completely inferior copy of Taobao. Not only is it much worse than Taobao in all aspects, it also does not surprise Taobao. It has it, Taobao, and it is far better than it. There are many Taobao that Letao does not have. In this case, Letao will never have any chance of winning!

...

ps: In the last two days, I would like to ask everyone to continue to support the monthly ticket!!! Thank you if you don’t sing!!!
Chapter completed!