Chapter 1508 E-commerce War (1)

"The first big move for Ledao.com this time should be to make daily necessities."

Jiang Pengyue said with a stern face: "You also know that daily necessities are things that ordinary people must use every day, no matter rich or poor, no matter in ABCD or S-class cities, ointments, toilet paper, shampoo, soap... you have to buy them after you use them. .”

Chen Mo nodded.

I have to say that with Amazon, a professional website, guiding us from behind, the situation is much better than the last food delivery war.

The first thing to do is to buy daily necessities. This is a decision that can only be made after seeing through the current domestic e-commerce situation.

Dibao's current mainstream sales come from various electronic products, especially mobile phones and MacBooks, which account for almost 70% of the transaction volume.

As for daily products, currently most users in Daxia still prefer to go to offline supermarkets to purchase.

In Gif Bezoska's opinion, this is Chen Mo's weakness.

After all, Chen Mo's Hongxing Supermarket has achieved a monopoly in Daxia. The profits from online and offline purchases are all his own. If he strongly supports online, it will also reduce the existing customer flow of Hongxing Supermarket.

At the same time, at this juncture, making electronic products is indeed the most labor-saving. First, there is a large demand from consumers. Second, online sales of electronic products can have a relatively large price advantage. Second, electronic products are relatively small in size and Due to its relatively light weight and relatively high price, the logistics pressure of making electronic products will be much lighter.

Jifu believes that Chen Mo must have become addicted to the high profits from electronic products, so he has been seizing on this and making crazy efforts, hoping to penetrate the field of electronic products.

However, Jifu believes that the consumer market for electronic products is limited and lacks stamina. After all, electronic products are not fast-moving consumer goods. The market needs time to recuperate. As time goes by, the transaction volume of electronic products on Dibao will definitely decrease and eventually tend to reason.

In this case, Leda must compete with Chen Mo in a differentiated manner. Aren’t you making electronic products with low consumption frequency and high customer unit price? Okay, then I will make daily necessities with high consumption frequency and low customer unit price!

Differentiated competition is the best way to kill the existing giants!

In the last life, when the world's auto giants continued to merge and launch various flashy oil vehicles, Tezila's new energy vehicle came out of nowhere.

Tezla has chosen a blank field of its competitors to enter, and it is fundamentally different from all oil truck manufacturers. If you make oil trucks, then I will make electric cars, and make intelligent, youthful and high-tech things. , make your core selling points clearly distinguishable from those of your competitors.

This is also the philosophy of Jeff Bezos.

He came to Daxia to do in-depth market research and knew that the majority of poor people in Daxia are still the majority, and electronic products are not necessities for ordinary people. Therefore, he felt that Chen Mo had not found the essence of e-commerce, and the real essence was daily necessities. Department stores are fast-moving consumer goods that people must use every day, as well as clothes that need to be rotated every season!

Therefore, Jeff Bezos directly issued a fatal order to Shangying: "Leda must start from daily necessities and clothing!"

Because of the lessons learned from the last takeout war, Shang Ying obeyed the orders of Jifu, a professional.

After the entry point was determined, Jifu asked the business alliances of the five provinces to start promotional activities as soon as they went online.

As for the promotion plan, Jeff Bezos very proudly threw out Amazon's invincible and mature promotion plan-discount + free shipping for full purchases.

The Five Provincial Business Alliance itself has three express companies, and the logistics capacity is sufficient. You can just use it directly when the time comes, so as to minimize the freight cost, and then use the method of 20% off for the entire site + free shipping for orders over 88 or 99. Promote activities.

Whole-site discounts are the most satisfying marketing plan created by Jeff Bezos.

Everything is discounted, and there are discounts for any amount of money purchased, so consumers no longer have to figure out how to use coupons.

The free shipping method will make users unconsciously have the idea of ​​​​"collecting orders" and buying more things.

From the entry point, to the online strategy, to the promotion plan, Jeff Bezos explained everything clearly and convincingly, including Shang Ying and Shang Li.

Shang Ying immediately made a decision and said: "Just do what Mr. Bezos said! I believe that with the resources of Amazon and the five-province business alliance, coupled with Mr. Bezos's marketing acumen, we will definitely be able to get Chen Mo's money this time." Bao Da is so stunned!"

"E-commerce is the mainstream consumption method in the future, and those who win in e-commerce will win the world! Come on!!"

Chen Mo also made the final decision: "Previously, our daily necessities department focused on offline stores. This time, since the other party wants to grab the territory, we have to follow suit and go head-to-head!"

"Our advantage lies in logistics and supply chain. Hongxing Supermarket has been doing this for several years and the supply chain is very mature.

Not to mention logistics, the three logistics companies controlled by the Five Provincial Business Alliance only have a combined market share of 10%, which is barely enough. "

After setting the main tone for the rest, Chen Mo talked about the most critical aspect of this battle: the promotion plan!

“My promotion plan is just two words – full discount!”

“I’ve studied Amazon’s best promotion plan in the past, which is discount plus free shipping when you spend more.”

“But I think discounts are not direct enough to catch consumers’ attention all at once.”

"But full discounts are different. They are clear, direct and clear at a glance. Users can immediately know how much money they have saved, and they think that they have earned it if they save."

Then Chen Moluo listed the discount levels he decided on: 20 off for purchases over 99, 50 off for purchases over 199, 150 off for purchases over 399, and 200 off for purchases over 499.

At the same time, there are also discounts for large orders, 500 off for orders over 1,000, 1,200 off for orders over 2,000, and 1,800 off for orders over 3,000.

These figures have been carefully researched and calculated, and are closely related to the average price data provided by merchants.

Users will feel that they have earned money, but you will never be able to play with big data.

"Our full discounts are very tempting to say. When you buy something in Ledu, you can only say 30% off or 50% off. It doesn't sound much different from shopping malls.

But what about us? We get 1800 off for orders over 3000! ! !

It turns out that you can buy something that costs 3,000 yuan for only 1,200 yuan. You can directly tell people around you that you have saved a full 1,800 yuan on shopping. This is much more impactful than getting a few discounts! ! ! "

At this time, Ma Fu Bao asked: "What if users find friends to join in the order? Don't we lose money?"

Chen Mo did not answer directly, but instead asked: "Lao Ma, how much higher is the cost of recruiting new people now than five years ago?"

Ma Fubao: "It must be more than ten times higher, and the cost of attracting a new user is expected to get higher and higher with the penetration rate of the Internet. It may increase dozens of times in a few years."

Chen Mo: “Once online shopping users start looking for people to put together orders, there is no doubt that they will buy more and increase sales. At the same time, they will also bring at least one additional indirect user to Dibao.

If this indirect user does not have a direct pay deposit or a pay deposit account, after experiencing our high-quality online shopping service and knowing that online shopping saves money and time, then he has a great possibility of becoming our new user!

Wouldn’t this save more time, effort and money than spending money directly to attract new customers? "

Ma Fubao suddenly realized this and was amazed.

It turns out that promotions can not only drive consumption, but also attract new customers!

"In addition, all full discounts are implemented in the form of coupons. In addition to giving one coupon to all users at one time, an unlimited number of coupons will be given to all users for free. The reason why coupons are needed Instead of directly offering full discounts, we want to make the coupons give them a psychological suggestion that they will feel uncomfortable if they don’t use them, and they will suffer a loss if they don’t use them, so as to force them to use these coupons as much as possible.”

"At the same time, we don't offer free shipping for all purchases. We directly offer free shipping for the entire purchase. Even if you only buy a pair of socks or a piece of soap, we will also provide free shipping!"