Chapter 2656 The Perfect Match Opens the Station (1)
At the end of July, Xiao Qi transferred Peng Anqi from Xiaoyao Mall to prepare the preparations for the "Zhu Lian Perfect" flash sale website.
Now that nearly four months have passed, the Zhulianbihe flash sale website has finally set up a shelf and begun formal publicity work.
Peng Anqi is still working very hard. Although the plan only states that hundreds of merchants and products will be available when the business opens, in fact it is far more than that.
The operation model of Zhulianbihe is very similar to Xiaoyao Mall, but there are many differences.
In almost all places, they purchase products from major companies and sell them on their own operating platforms.
But the difference is that Zhulianbihe currently purchases more products from big companies and brands, and they are products that are out of season, and most of them are clothing, cosmetics, and daily necessities.
Because in China, people are very trusting and obsessed with big brands. Before they are deeply rooted in the hearts of the people, Zhulianbihe must rely on the power of big brands to gain a foothold in the flash sale market and quickly become the overlord.
Otherwise, even if others hear the "limited time sale" gimmick and click in, they will find that they are all unknown small brands. They are worried about quality issues and most likely will not place an order.
As long as it is Adidas, Nike, L'Oreal, Procter & Gamble, Li Ning, Sony and other famous brand products, and your website is owned by Fairy Company, then it can be trusted, and everyone will be willing to buy these products that are out of season but absolutely brand new.
This is different from the people in the United States.
The zulily flash sale website basically sells products from small companies, because their prices are very low, but the quality is regulated, so there is no problem.
Ordinary people in the United States are no less enthusiastic about buying cheap goods than the Chinese. Moreover, there are not many fake goods there, and manufacturers with regular production usually do not do such things, so they buy with confidence.
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The Chinese side happens to lack trust in small and medium-sized manufacturers. This concept cannot be said to be wrong. But it does have many reasons and needs to be slowly improved in the future.
Precisely because it was necessary to use big brands to control the market from the beginning, Peng Anqi conservatively said there were 100 brands, at least the most well-known brands in China.
But the reputation of Fairy Company is not fake. After Peng Anqi went to negotiate with major brands under the name of Fairy Company, more than 200 major brands successively agreed to the request of the Zhulianbihe website to sell their off-season products.
and inventory goods, sell them to them at a more suitable price and let them sell them.
At the beginning, it was naturally impossible for the Zhulianbihe website to sell luxury goods, and only these world-famous brands used in daily life were the most suitable.
In fact, many of these world-famous brands are not willing to let their brands be damaged, so they usually have some inventory that they are unwilling to sell at a reduced price. In the past, most of them were directly returned to the factory for destruction.
However, things are different now, because with the Internet as a platform, the buying and selling of any product has become transparent. Many people are accustomed to buying suitable brand products online, and they are not limited to well-known brands like these.
As a result, the inventory of these offline famous brands is getting higher and higher. Last year, Adidas had more than 3 billion U.S. dollars of products piled in the warehouse and could not sell them. Nike had more, with more than 5 billion U.S. dollars.
The same is true for China.
In the first quarter of this year, Li Ning's inventory reached more than 2 billion yuan, and in the second quarter, it skyrocketed to more than 3 billion yuan. Other well-known clothing manufacturers, daily necessities manufacturers, etc. are also in the same predicament.
Now is the era of competition among hundreds of flowers. They will face greater competition in the future, so the previous behavior of returning to the factory for destruction or re-making has no longer kept pace with the times.
It just so happens that a perfect match has emerged, allowing them to digest the inventory in a more decent way. While recovering the funds, it does not harm their own brand. This is indeed a good thing.
Of course, they can't supply a lot of goods from the beginning. Everyone is tentatively moving forward now, so they only give goods worth a few million US dollars, or tens of millions of US dollars.
Even so, the funds paid by Zhulianbihe had exceeded 8 billion yuan, and the Finance Department had to give a second tranche of 5 billion US dollars.
Zhulianbihe has already taken in 10 billion yuan before it officially started business. It can be said to be a big spender.
Huo Zhuzhu, who didn't know that this company was his future, scolded Peng Anqi several times for being too generous.
Peng Anqi didn't dare to talk back to the boss's wife, but he felt a lot of pressure from this. If he didn't do it right, his future in Fairy Company would be completely ruined.
To this end, while actively contacting major manufacturers, he also actively sought advice from his old superiors to prepare for various matters before opening.
Media promotion is of course an important part of this.
Advertising in the Internet era has gradually become different from the inherent model. Various advertisements on the Internet platform have become more and more important and more effective.
Although online advertising cannot yet take advantage of it, in twenty years time, when people aged 50-20 are accustomed to the Internet, the Internet era will truly come, and online advertising will surely shine even more dazzlingly.
Nowadays, online advertising is also more important for people who like special sales and flash sales, just like media advertising.
The Zhulianbihe website is aimed at the Chinese mainland market, and Fairy Company’s advertising department has good relationships with major media platforms, so after calling on several elites from the advertising department, Peng Anqi continued to use the Fairy Company name, and
Advertising negotiations are carried out in three major categories: television media, print media, and paper media.
Other online media are relatively simple. Xiaoniao.com, the world's largest video website, is owned by one of the proprietresses, while the other Huangfu Holdings controls WeChat, Weibo, and four major portals.
The CEO is also one of the boss ladies, so except for the whiteness that needs to be negotiated, the rest is not a problem.
Peng Anqi has 10 billion yuan in funds. It does not take much time and money to build a website. In addition, Huaguo Dentsu is a die-hard supporter of Fairy Company and has a very large discount on operating expenses, so 500 million yuan is enough.
annual expenses.
Of the remaining money, 8 billion was used to purchase goods, leaving another 500 million for maneuver. The remaining 1 billion was used by Peng Anqi for advertising.
Of course, this does not mean spending it all at once. Even if you are willing to spend it, the media must be able to absorb it, so this is the total cost of intensive advertising in the next six months.
Beginning at the end of October, the publicity for the Zhulianbihe website gradually spread.
By the end of November, advertisements had been put out overwhelmingly, and everyone, whether they participated in online shopping or not, knew about this new website owned by Fairy Company.
"Li Ning is as low as 1 yuan! Ordos sweaters are as low as 100 yuan! Adidas is as low as 0.20% off! Nike is as low as 10% off! L'Oreal cosmetics are as low as 30% off!..."
Looking at such a big gimmick, anyone who knows how to use the Internet can't help but click on Zhu Lian Bi He's website to see if this is what it is all about.
Although it is expected to open on November 22, the Zhulianbihe website has been opened to the public as early as November 1. The refreshing and clean page clearly indicates the rush buying activities that will be carried out on the opening day and what will be followed.
rule.
There were not many rush sales on the first day. There was one at 10 am and one at 8 pm. There were 30 brands open each time. The products of each brand ranged from three to five to seven or eight.
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The same goes for the quantity, which is one or two thousand pieces.
It seems that the absolute number is quite large. But if you are targeting users across the country, it seems to be a drop in the bucket.
But the essence of flash sales is that the quantity is small. If the quantity can be as large as you want, how can it arouse everyone's interest?
Then there is the price aspect. Everyone has always been familiar with the prices of big offline brands. Looking at the brands that they are familiar with, they find that the promotion of the Zhulianbihe website is indeed true. The prices of these products, even if they do not reach the legendary
10% or 20% off, but it’s definitely less than half price, or even cheaper.
In the past few years, the discounts in shopping malls have been 50% off, but they usually increase the price by 30% first and then lower the price by 50%, so at best it is only a 20% discount.
It's different on the Zhulianbihe website. They clearly indicate the real price, and they won't lower the price anymore, and of course they won't increase the price. Anyway, this flash sale will end once it's sold out. Can you grab this deal?
, it depends on whether your own hands are fast enough.
Everyone likes to take advantage, and this kind of advantage that needs to be grabbed will test people's patience and skills even more.
When a cheap product is so cheap that it makes countless people excited, then it has the value of snatching up.
Now the perfect combination of these products has clearly impressed young people.
In daily life, for the sake of their own dignity, many people even deliberately buy fake products, let alone these genuine products.
Although they are all out-of-season products or products that have been in stock for a long time, as long as you are not in a very high-end company or life circle, who knows whether you are in season or out of season, and who knows whether you bought them this year or last year.
Did you buy it? Who cares if you bought it last year and are still wearing it this year?
As for whether fakes are fake or not, and whether out-of-season and in-stock products are of poor quality, most people are not too worried.
Because the Fairy Company sign is placed there.
You said that others might sell some high imitation goods or defective goods, but how could Xiao Qi do such a thing?
No matter which industry Xiao Qi works in, nothing like this has ever happened. The Fairy Company is a golden brand, and it is absolutely impossible for it to do such deceptive things.
The continuous accumulation of good reputation is more effective than any kind of publicity!
At one time, there were more than 600,000 users who had registered on the Zhulianbihe website and bound their Fairy bank cards.
With the leading role of super large websites such as Xiaoyao Mall, Taobao.com, WeChat, etc., people in large and medium-sized cities have become accustomed to using Fairy Bank’s debit cards and credit cards, and this number has also increased with the new generation of young people entering the workforce.
Positions are still increasing.
Today, the total number of credit cards issued by Fairy Bank exceeds 52 million, and the number of debit cards is even more, reaching 120 million. It is truly ranked fifth after the four major banks of China Agricultural and Industrial Construction, surpassing the original fifth Minsheng Bank and the fourth
Six other China Merchants Banks were left behind.
Such good results are thanks to the praise of today's young white-collar workers, because 90% of Fairy Bank users are under 40 years old, and they are the main force in the new generation of online purchases.
The Zhulianbihe website is an online shopping mall, but it is not suitable for using special third-party payment systems such as Zipay, Xiaoyao Wallet, WeChat Wallet, etc., because it will need to be independently operated and accounted for in the future. It is Xiao Qisong
Private property given to Huo Zhuzhu.
However, because Huo Zhuzhu's private property is also part of the Xiao family, it can be gathered together through Fairy Bank to form a greater force.
The same is true for the WeChat platform. Although it has its own payment system, from the perspective of a bank, of course it is your own family's bank.
This not only provides stronger protection for each house's private property, but also increases the strength of Fairy Bank, making it even more unshakable.
Many of the more than 600,000 users of the Zhulianbihe website are also users of other online shopping platforms, so they no longer need to apply for a separate credit card or debit card. It is a multi-purpose card, which is very convenient and practical.
Peng Anqi is very proud to have so many users before opening, but he is not complacent either.
On the one hand, there is the golden name of Fairy Company, which can certainly attract many users to register.
On the other hand, a full advertising promotion budget of 1 billion yuan has already achieved enough eyeball effect. If it still cannot attract users, then it is really a failure.
Whether it can really succeed depends on whether it can open the door to success, whether it can really trigger a boom in word-of-mouth, and allow more users to participate in the flash sale craze.
In order to fight the first battle well, Peng Anqi learned from his former boss Qin Yibin and implemented the most stringent training and requirements for his employees.
In terms of the production of the website and the preparation of various aspects, countless calculations and drills were carried out over and over again. The employees were extremely nervous due to him and worked hard to do their own things for fear that something would go wrong.
I was scolded by my boss.
In this tense atmosphere, the time soon came to launch the website. (To be continued ~^~)
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