Compared with LeTao 929 promotion, Taobao 929 promotion is indeed crushing in all aspects.

Since Taobao’s advertising went online, the number of visitors to Taobao has surged by millions, the number of registered users has surged by nearly one million, and the registration conversion rate of visitors has exceeded 20%.

With such a high conversion rate, a considerable number of visitors who are already Taobao users need to be removed. So from this point of view, the registration conversion rate of Taobao 929 promotional advertisements this time exceeded 50%.

The reason for such a high conversion rate is indeed because after all Taobao’s promotional details were launched, various familiar brand discounts were clearly visible at a glance, and there were also ways to grab and draw various large discount coupons, which was very attractive to users.

Backstage data shows that Taobao registered users under the age of 30 have the most browsing product category about promotions, clothing, because a large number of famous brands that are very popular among young people in China gave a real 50% discount in this Taobao promotion, which is indeed a huge attraction.

For Taobao registered users over the age of 30, the most concerned are daily necessities and food, rice, oil and salt.

Taobao has put a lot of effort into targeting these users this time. It can be said that all the daily necessities, food, rice, oil and salt products launched by Taobao this time have made its audience and users have a strong desire to buy, because the price is really cost-effective, and it is more cost-effective than the price users buy from any other channel!

With its powerful, perfect and attractive promotional activities, Taobao has attracted a large number of users' attention, and also shocked all companies participating in this event with amazing data.

Taobao did not adopt pre-sales this time, so there is no direct data to estimate sales. However, the number of users added to the shopping cart and the number of favorite users can still intuitively reflect the approximate sales of a product during future events.

For example: A shampoo brand under Procter & Gamble launched a very discounted family suit combination during this event, 1500 ml large bottle of shampoo plus 1500 ml large bottle of conditioner, and an additional 200 ml small bottle of travel package, plus a towel with the brand's logo.

Originally, the price is more favorable than the mall, and there are three more gifts than the mall. At the same time, it also supports coupons of 199-50 on this basis. Many users over 30 who have never experienced online promotions are really excited about the promotion intensity. In 12 hours, the number of users who added this set to the shopping cart or collection exceeded one million.

More than one million people will be added to the shopping cart or collection in 12 hours. Although it is impossible to multiply by 16 on this basis in 8 days, it is always not a big problem to multiply by five. In that case, it will be five million sets. Even if the final conversion rate is only half, it will be two.5 million sets! For companies, this data shocked and ecstatic.

This time, Li Mu hopes to completely open up the e-commerce situation through this round of activities, not only to make netizens accustomed to buying electronic products online, but also to make netizens accustomed to buying all other daily needs online, and induce them to develop the consumption habit of online shopping. To achieve this goal, it is necessary to achieve large-scale price reduction promotions in the product itself.

Small profits but quick turnover are the most typical business rules in the field of e-commerce. Platforms like JD.com have a very abnormal promotion of fast-moving consumer goods sales. Many people don’t usually feel anything, but if you estimate its sales volume slightly and look at its front desk data, you can guess a rough idea.

For example, searching for shampoo on JD.com, a series of shampoos and conditioners from the Mouting brand have more than 760,000 reviews. There are five products in this series, all of which are 65.9 yuan. Assuming that the purchase review ratio of JD.com users is 5:1, that is, behind the 760,000 reviews, there are at least 3.8 million purchases! And since most users are not used to commenting, this ratio may be higher.

3.8 million purchases, the unit price is 65.9 yuan. The sales of this series of products on JD.com is RMB 250 million!

Similarly, there are more than 780,000 single-item reviews on JD.com. According to the 5:1 purchase review ratio, the actual sales volume is 3.9 million units. The unit price of iPhone6s is much higher than that of shampoo. The price of various capacity is different. Assuming the average transaction price is 5,500 yuan, JD.com sold an iPhone6s phone worth 214.5 billion!

Let’s take a step back, if the higher the price of the product, the higher the user’s enthusiasm for comments, assuming that the purchase and review ratio of Apple’s mobile phone is 2.5:1, then JD.com has sold at least more than 100 billion yuan of iPhone6s!

Just a product sold for hundreds of billions of yuan! And it is self-operated! Such a platform is simply an abnormal existence. It will make all companies pay special attention to it and their voice will naturally be extremely strong. Moreover, even if it keeps losing money on the books, its valuation is also extremely high.

What Li Mu wants is to establish a perverted image of Taobao in front of all companies through this event. As long as this success is successful, all companies will become Taobao’s most loyal suppliers and partners in the future.

At that time, they not only had to give Taobao more preferential conditions and longer payment periods, but also gave Taobao more customized services. Perhaps in the future, every brand under Procter & Gamble will launch exclusive Taobao suits for Taobao. Many mobile phone manufacturers may also be willing to launch Taobao's exclusive mobile phones, which can greatly enhance the popularity of Taobao's platform and brand.

In the past 12 hours, Taobao has not only allowed netizens across the country to enter the online shopping carnival in advance and the pace of crazy shopping, but also made all brands participating in this promotion excited, and at the same time, the number of users on their own platform continues to rise, and the gains are huge.

But the past 12 hours of Letao have been so miserable.

The promotion data that failed to death made Boss Ma and the entire Letao team fall into deep despair.

No matter at any time, the data will not lie. If this continues, 13,000 registered users will be 26,000 a day in 12 hours. If you are optimistic, you will be 30,000 a day. In eight days, you will only have 240,000 a day...

If the promotion cost of more than 16 million yuan is spent and only 240,000 registered users are spent, this will definitely become the biggest joke and the most failed promotion case in the Internet industry since its birth.

The cost of acquiring users on any platform or product will not be so high.

If there are really only 240,000 registered users, then when it comes to the promotion, how many users can really engage in consumption behavior? Even if you are more optimistic, 50% of users will place orders at that time, with an average customer order price of 100 yuan, then the sales of the entire promotion will be only 12 million...

This data is simply despairing!

On the one hand, Li Mu took ebay to invest in Paypal. Paypal, a three-party joint venture, was immediately favored by the whole United States, and the valuations of the three companies rose rapidly due to this cooperation;

On the one hand, Boss Ma brought Alibaba, Amazon, Dangdang, and the three parties jointly launched a Letao and held a promotion. The advertising budget alone was more than 16 million, and the total sales of the promotion were only 12 million! Moreover, the total sales of 12 million were almost no profit. Including the manpower and material resources invested, Letao would lose more than 20 million in this promotion...

If you compare these two situations together, Boss Ma almost wants to open a crack in the ground and get in.

William Yang was also embarrassed, what should I do? Amazon also wanted to use Letao to enter the Chinese market. Now, as soon as he took the first step in China, he stepped on the trap set by Li Mu. The money loss doesn't matter, but considering the impact on Amazon's strategic plan in China, the indirect loss is still very huge.

But he had no choice. At present, Letao was almost crushed by Taobao on the ring, fighting hard, fighting in the upper three and lower three. There was no referee in the ring, who could save Letao at this time?

Boss Ma in despair burst out with anger and said to everyone in the conference room extremely seriously: "We can't continue to sit and wait for death! The entire promotion we had previously decided now seems almost all destroyed by Makino Technology. We must think of other ways!"

Lu Zhaoxi said: "If this is the case, instead of spending so much money on promotion, we might as well just throw the money on users. We convert users through media and are disturbed by Li Mu. The acquisition cost of a registered user exceeds 75 yuan. If we change our thinking and directly give money to users, wouldn't it be better?"

As he said that, Lu Zhaoxi added: "If we can give each registered user a 20 yuan cash discount, the number of users will definitely increase sharply! It is much better than using 75 yuan to exchange for a registered user like this!"

Boss Ma asked him: "What do you mean is that this money is given directly to users? Let users spend freely? Is it set a threshold for use?"

Lu Zhaoxi said: "The threshold for use must be set, otherwise once you open a loophole, you may not be able to stop it. We might as well use Taobao to issue coupons. Don't they have several discount coupons? Then we simply give each user a discount coupon of 99 or 20 off, which can be used on a 20% discount for the whole venue."

Cai Chongxin said: "Lao Lu, don't forget that even if we change our thinking temporarily and increase the promotional efforts, the news of our promotional efforts still needs to be delivered by the media. Otherwise, even if we discount the user by 99 and 50 off, the user will not receive the message at all, so our promotional costs will not be saved."

Lu Zhaoxi smacked her lips.

I was a little excited and my thoughts were a little one-sided. I only thought that instead of spending 75 yuan to change to a registered user, it would be better to use the money to subsidize users directly, but I ignored it. No matter what promotion strategy Letao exchanges for, it must rely on the media to publish information. Therefore, it is impossible to save money on promotion. The only thing I can do now is to find a way to increase the conversion rate of promotion.

The audience was pondering, and Boss Ma also frowned and said nothing.

Now it seems that there are three ways to improve the conversion rate of promotion.

The first method: also hire first-line celebrities to advertise, but it is definitely too late. The promotion time of 929 must not be changed. At this time, go to the celebrities, negotiate prices, shoot advertisements, post-production, and wait until the advertisement is completed, maybe it will be October;

The second method: take the way of Taobao and find a lot of famous brands to join. The brands of Letao this event are all left hundreds of streets by Taobao, whether in terms of quantity, quality, or popularity. If you can find a way to enhance the attractiveness of the brand, you will definitely improve the conversion. But the question is again. Who should you find to cooperate at this time? Taobao is eyeing it, and big brands will definitely not risk offending Taobao and cooperate with Letao, so this path is also difficult to follow;

The third method: increase the promotion intensity! Taobao is not a full discount for various levels, can there be coupons over 199-198? Letao has also launched additional coupons to attract users' attention with real discounts.

At present, only the third method seems to be the only possible way out, but the problem also exists.

Once you decide to give additional discounts to users, it means that Letao has to bear the additional discount costs. If it really attracts many users, it will be a big expense. The original profit margin is very low. If it exceeds an additional 99-20, basically, Letao will pay at least 15 yuan for every 99 yuan purchase of products from users.

Boss Ma is not afraid of losing some money to make a name for himself, but he is afraid of leading the pace. The Internet industry has not yet entered the stage of burning money to fight, but Li Mu forced Boss Ma to the point where he had to burn money to save room. Boss Ma was very worried. What he was worried about was that once this unhealthy competition model was launched, what if Taobao followed up with all its might?

What if Taobao is willing to lose 10 million and fight with me after I make a decision to make a profit of 10 million, and Taobao is willing to lose 30 million.

I don’t have much cash to use, but Li Mu has at least a few billion yuan in Taobao’s deposited payment!

If you fight Li Mu like this, once your money cannot keep up, you will immediately fail...

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Chapter completed!