Although this somewhat boring festival existed more than ten years ago, it has never been a formal festival.
It wasn't until November 11th this year, when Ma Yun's Tianmao Mall declared a "Singles Shopping Day" on this day, that it seemed like a day for everyone to participate.
As early as a few months ago, Tmall Mall held meetings and discussions with many suppliers and brands, and carried out extensive publicity nationwide one month in advance. It can be said that it can be seen in every corner.
"Tianmao Mall" and "Singles Shopping Festival".
After the publicity, Suning and Gome, the two leaders in the home appliance industry, also took the initiative to join the ranks.
Although they had borrowed a lot of momentum, the two major group companies also immediately invested their own publicity efforts, and everyone worked together to hype up the "Singles Shopping Festival", and the hype was in full swing.
Finally, even middle-aged people in their forties and fifties are eager to take advantage of this shopping carnival to buy more good things for their families and themselves.
Such a legendary online shopping carnival has also attracted the attention of many industry insiders.
At midnight, more than 3,000 of the first batch of first-class brands to settle in Tmall Mall showed off their special offers.
"L'Oréal starts at 50% off, all lipsticks are 20% off, and three toners are 30% off..."
“Nike Lin’an Outlet Factory Store rewards users with discounts starting from 30% off on sports shoes, 10% off on one pair of 2010 new models, 20% off on three pairs, and free sports socks when you buy shoes, while supplies last!”
"Five-packs of Braised Beef Noodles in the flagship store of Master Bran are only priced at RMB 8.8, and you will get RMB 20 for orders over 100, and free shipping for RMB 66, for one day only!"
"Lenovo computer model, special price 6999, buy it and get a 3-year extended warranty worth 1000 yuan!"
"Gionee smartphones, 16GB 1566 yuan, 32GB 1788 yuan, 30,000 units are on sale, and ten will be drawn in a lottery today, and the first prize will be 10 grams of pure gold!"
"..."
Such a swarm of promotional activities appeared in front of people's eyes all of a sudden, which was really dazzling.
Fortunately, everyone has been prepared in advance and has collected the products they want to buy in advance. Now they only need to pull them out and check the discounted prices to know whether they can buy them.
Since T.Mall Mall guarantees that the products are genuine and will also issue invoices, and the online and offline warranty is integrated, people naturally don’t have so many taboos when buying things. It’s not like buying things on Taobao.com where you have to pick and choose.
I am worried about buying fake products.
Tian.mall does not promote an unlimited supply of special products. It releases special products in three time periods: 0 o'clock, 9 o'clock and 18 o'clock. So on weekdays, they have actually taken a good look at the styles and other aspects.
, once today’s price meets their expectations, everyone will definitely rush to buy it.
All of a sudden, tens of thousands of people across the country were clicking their mouse and entering their account passwords.
And all the data is continuously imported into the Alibaba Group's servers.
"At 0:50, the transaction volume was 57,998, and the transaction amount was 32.98 million."
"At 01:12, the transaction volume was 3,355, and the transaction amount was 213 million."
"At 00:28, the transaction volume was 572,122, and the transaction amount was 537.9 million."
"..."
Seeing these scrolling data, Ma Yun looked a little ugly.
He originally thought that based on the momentum of his publicity and the response from various parties, at least within the first half hour, the number should exceed 2 billion. If it was better, 3 billion would be no problem.
Because those who can wait until 12 o'clock to buy something are very sincere buyers, and these people will make a move as soon as they see the price is right.
If you didn't buy something in the first half hour, you won't buy it after 12:30...either you won't wait for the 12 o'clock slot at all, or you think the price is not right and go back to bed directly
of.
Therefore, the first half hour is the hottest time for sales, which can be worth all the transaction volume from 12:30 to 9 am.
What is the result now?
By 12:30, the transaction amount had not exceeded 600 million, which was more than half of Ma Yun's lowest expectation.
This is a real slap in the face.
Not only because he spent over a billion on advertising, but also because when Xiaoyao Mall had a Spring Festival sale, the sales amount was much higher than him!
He, Ma Yun, calls himself a generational genius who is definitely not inferior to Xiao Qi, but now it seems that he is not even as good as Xiao Qi's subordinates!
Ma Yun has been fighting for a name all his life. He has no interest in money or women. He just needs to have enough food and a wife and children. But he can't let go of this name.
He hopes to become a powerful figure, stand on top of the world, and enjoy the admiration and admiration of others.
Taobao gave him hope of success, but Xiao Qi simply bought out the Alibaba Group, almost interrupting his path to self-employment.
Fortunately, Xiao Qi valued him very much. Not only did he ask him to continue to be the president of Alibaba Group, but he also promised to give him tens of billions of Alibaba Group shares.
More importantly, Xiao Qi did not interfere in the affairs of the Alibaba Group at all, and left it to Ma Yun to write the pen and ink. This made Ma Yun feel very comfortable and finally continued to lead the Alibaba Group.
Tianmao Mall was originally a project carefully built by Ma Yun. He wanted to rely on this to compete with Xiaoyao Mall, or even surpass Xiaoyao Mall. Therefore, he invested a lot of resources, but the advertising fee was only ten
Several hundred million, this amount of money is Alibaba Group's profit from Tmall Mall for several months.
As well as his negotiations with brand owners, as well as his various efforts to build Tmall Mall, the hardware and software conditions created are all the result of his hard work.
Unexpectedly, this first battle was not very bright, and seemed to be a bit broken. I really felt that my face was burning.
"Mr. Ma."
Seeing his ugly face, the man next to him whispered: "There shouldn't be much sales late at night. Wait until 9 o'clock tomorrow morning and the 18 o'clock online stall, which will be the real peak shopping period. That's when
It’s time for Cat Mall to show its power.”
Ma Yun smiled bitterly in his heart.
This is easy to say.
In any business, the first payment is the best, and it is also the most likely to trigger a shopping frenzy.
Even though the 1111 shopping carnival starts at midnight, how can online shopping people go to bed at 90? This time period happens to be the best time for them to shop!
The first wave at midnight is no longer good, and it will definitely not be much better in the morning.
Adding up the four time periods, I'm afraid there will be 3 billion, which should make you laugh!
Thinking so, facing a group of staff who were collecting data below, and a group of senior executives around him, Ma Yun knew that he couldn't be discouraged at all, otherwise even the boss would lose motivation, and how could his subordinates still fight?
Spirit?
A smile appeared on Ma Yun's face almost instantly. He clapped his hands vigorously, attracting everyone's attention, and then said loudly: "I know everyone is not very satisfied with the current data, but I want to tell you
You guys, I am very satisfied! The reason why you are dissatisfied is because the opponent you are looking at is Xiaoyao Mall, but it is a b2 website with the full support of Fairy Company. After greatly lowering the purchase price, you can have that
results!
And what about us? We have nothing! From the establishment of Tmall Mall to attracting so many merchants to the current 1111 Shopping Carnival, it was all built by ourselves! We are just a service provider, not a
Operators of online commerce! So in the first step of building a reputation, we actually did not lose!
If you put aside Xiaoyao Mall, who else can do better than us in the first half hour of the first day of the shopping festival? No one! As the saying goes, everything is difficult at the beginning. Tianmao Mall has such a good start, and it will definitely be better in the future.
It will get better and better! You have to remember that this is how our Taobao.com came to be!"
"right!"
The vice president next to him quickly agreed, saying that he was Ma Yun’s old friend and knew how to smooth things over, “Mr. Ma has already prepared a banquet at Lin’an Hotel, and it will be set up in the conference room at 1 o’clock.
Serve the dishes, everyone, just keep working hard for a while, and we’ll go have a drink to celebrate later!”
"yeah!!"
How could a group of subordinates know so much? They thought Ma Yun was really satisfied. Look at the smile on his face, doesn't it feel good?
After a busy day, you can still have a big meal, which is a great reward!
After Ma Yun left the data analysis center with a smile, his face gradually darkened.
As he walked, he asked another vice president: "How is the situation between Suning and Gome?"
"It's pretty good." The vice president replied, "In the first half hour, Suning sold more than 800 million electrical appliances. Gome is a little behind, probably more than 700 million, and they are all better than us... I think, here we have
The reason why large and small home appliances haven’t sold much is related to their direct competition!”
"It's none of other people's business, it's just that we didn't handle our customers well." Ma Yun frowned, "If you put it like that, if Xiaoyao Mall joins the battle, wouldn't you still blame them?"
The vice president stopped talking.
Ma Yun looked at the group of vice presidents around him and said: "After you have a midnight snack later, you can go back and rest first. I hope that within three days you will write a report on the lessons learned from this 1111 incident and give it to me, okay?"
"
"good!"
The vice presidents replied in unison.
When working under Ma Yun, they have long been accustomed to Ma Yun's vigorous and resolute character. After encountering such an embarrassment, he did not concentrate his efforts and discuss and reflect carefully. He is no longer Ma Yun! (To be continued.)