Chapter 960 Creating the Double Eleven Shopping Festival

Half a month passed by in a flash.

It was early this morning.

Chen Mo convened a meeting with the teams of the Five Tigers of Moxun, Gong Ziyuan, and Moyuan Entertainment in the conference room to discuss preparations before the release of the iPod player.

According to Gong Ziyuan’s report, the construction of Diabao.com has been completed, and local promotion and advertising have been carried out during this period. The announced launch time is only about a week away.

Ma Teng also reported on the progress of iPod OEM.

The first batch of 85,000 iPods has been shipped and will be delivered to the Imperial Capital within two days.

Among them, there are 50,000 iPod-mini units, 30,000 iPod units, and 5,000 iPod-pro units.

After listening to the report, Chen Mo nodded and said: "My tentative sales rhythm is to start the reservation activity on Zhidabao, and then wait until November 11, the day when Dabao goes online, to start the full pre-sale, and then the next one Shipments will be made within the month.”

Gong Ziyuan asked curiously: "Well, can I ask, why is Double Eleven the day? Isn't this day jokingly called Singles' Day by netizens?"

Chen Mo smiled and nodded: "You guys, learn from Ziyuan, she is the only one who gets the key points!"

Ma Teng immediately flattered him and said: "I sleep next to the White Dragon King every day. How can I not absorb the spiritual energy of heaven and earth and occupy the high ground in IQ? I can't learn anything!"

Cai Nong curled his lips and said, "I would like to learn. Xiaomo, will you give me a chance?"

Chen Dan, who had no integrity, lay down directly on the conference table and spread out in a big font: "Boss, come on! I want to learn now!"

"A bunch of shapeless things!" Chen Mo scolded with a smile.

Why Double Eleven?

If you are a person from later generations, you will definitely understand!

In later generations, Double Eleven will be the most exciting online shopping carnival every year in the Xia Dynasty!

In 2009, a senior executive of Dibao.com planned a carnival-style online shopping festival in order to expand the Dibao brand, and accidentally chose the date of "Double Eleven". November was chosen because it is right in the middle of the National Day Golden Week and the Christmas sales season, and the weather at this time is just the time for people to buy winter clothes.

But there is no holiday in November, only 11.11, which is nicknamed "Singles' Day" by netizens.

So the executive slapped his head and said, "That's just right. If you're single and have nothing to do, just buy more stuff."

A seemingly accidental story gave birth to a new consumption node.

Before 2009, November 11 was just an ordinary day, but by 2012, it had become a landmark node, a sales legend, and a battleground for online sellers, platform suppliers, and logistics companies. .

On the first Double Eleven held by the Dibao platform, sales on that day were only 50 million, and only 27 merchants participated in the event.

In the second year, sales on that day reached 936 million. Sales in the third year were 5.2 billion.

In the fourth year, 2019, the sales of the Dibao platform successfully exceeded the tens of billions mark, reaching 19.1 billion yuan. This year can be said to be a breaking point for the Double Eleven of Dibao.

In the following years, the annual Double Eleven transaction volume has grown rapidly.

35 billion in 2013, 57.1 billion in 2014, 91.2 billion in 2015, exceeded the 100 billion mark in 2016 and reached 120.7 billion, 168.2 billion in 2017, and 18, which was the Double Eleven day of the last year Sales successfully exceeded the 200 billion mark, reaching 213.5 billion yuan! ! !

And in the following years, Double Eleven is no longer limited to one day, and the cycle has gradually been extended to one month, covering not only Daxia, but also starting a global shopping carnival!

Chen Mo has decided to recreate this awesome shopping festival in advance and strive to exceed the 200 billion mark in sales as soon as possible!

Thinking of this, Chen Mo briefly elaborated on his thoughts on the Double Eleven Shopping Festival.

Although everyone thinks this idea is very good.

But that's all.

After all, they are not reborn and do not understand the horror of Double Eleven.

Chen Mo knocked on the table and said: "Tomorrow, I am going to hold a grand new product launch conference for iPod. Ma Teng, please go back and give me a launch conference full of technology according to my needs.

Please fix it for me too. "

The demand Chen Mo mentioned was, of course, the plagiarized iPhone launch of Master Qiao!

Even when Chen Mo was reborn, there was still no one in the world who could surpass Leader Qiao's press conference.

That sense of shock, technology, and future is still fresh in Chen Mo’s memory.

So Chen Mo chose to plagiarize without hesitation and became "Master Qiao" in advance!

At the same time, at the press conference, after Chen Mo exposed the shape, parameters, and price of the iPod, he did not reveal the sales channels.

In other words, users only know that Moyuan Capital has produced a batch of very cool music players, but they don’t know how to sell them.

And there are only 85,000 units in the first batch, and sales mode will not start until Double Eleven.

However, interested users can first make a reservation on TT, and only users who have made a reservation are eligible to buy iPods on Double Eleven.

In this way, the news that Chen Mo wants to disrupt the MP3 market can be released first. While causing a sensation, it will not expose Taobao.com. Everything will not be revealed until Double Eleven, the day when Taobao.com goes online.

Ma Teng and others don’t quite understand this pre-sale model.

Make a reservation first and then be eligible to place an order?

What about users who have not made an appointment?

If you do this, if the goods cannot be sold, won't you lose your hands?

However, Ma Teng and others did not know that this model had already been ruined in later generations.

This is called hunger marketing, also called the monkey model.

First is the press conference, to promote how good our products are, how advanced the design is, how powerful the hardware is, and how cheap the price is. We wish we could lose money on selling one unit until the company goes bankrupt. We must first mobilize the curiosity and enthusiasm of users. After getting up, I told them that I only have 85,000 units in stock for the first batch. This means it will definitely be difficult to grab them. It doesn’t matter. You can make an appointment first. It doesn’t cost money to make an appointment, but only those who make an appointment are eligible to buy it. November You will have the opportunity to snap up my products on the 11th.

Ever since, Chen Mo explained the concept of hunger marketing to his core team such as Ma Teng and Gong Ziyuan.

Ma Teng and others were mesmerized and dumbfounded when they heard it!

Chen Mo knocked on the table and said: "Just remember, when we promote our products to the outside world, our products are always the best. Compared with similar products, we only compare the strengths and not the weaknesses.

Feel free to brag for me, it doesn't matter how extravagant your bragging is, users won't understand anyway. "

“Once everyone knew that our product was so good and so cheap, we immediately showed that we were selling rare products. The first batch of 85,000 iPods were released, and all of them had to be sold out within one minute!

Let all the users who didn't buy it shout: Damn it, I was slow, I almost got it, and I suffered a big loss! "

Ma Teng asked: "But... what if I don't get killed in one minute?"

Chen Mo rolled his eyes at him: "Lao Ma, you are a programmer. Isn't it easy to make a program that sells out in one minute?"

Ma Teng broke into a cold sweat and said: "In other words, no matter how many units are sold, even if only one unit is sold, a sold-out page must be written on the front desk? Isn't this... not fraud?"

Chen Mo said speechlessly: "What kind of fraud? This is called commercial means!!!"

"Anyway, the first few batches of goods must be sold out in one minute, so that all users have a mentality that iPods are very popular. Only in this way can we create an aura of rare products in the market, and we can even speculate and increase the price to buy iPods. This can Attract more potential users.”

Ma Teng nodded, indicating that he understood.

"Sister Cai, go and contact Jin Shuo and ask all the popular contestants from Super Girl and the big-name stars from Moyuan Entertainment to come over."

"I'm going to hold a Double Eleven party on the night of November 10th to add fuel to the fire."

“In addition, the promotion of Double Eleven must be continued, and everyone should know that on Double Eleven, we at Moyuan Capital will launch an e-commerce platform called Dibao.com.

On this platform, not only will iPod pre-sale activities be launched, but many products will also undergo large-scale price reduction activities.

Let everyone have the feeling that they have earned it if they grab it! "

When Chen Mo experienced Double Eleven for the first time, he had the illusion that "you will earn money if you buy it."

Various so-called activities such as 100 off for purchases over 200 and 250 off for purchases over 500 are dazzling.

In reality?

Merchants first increase the price and then lower it. In the end, it may be much more expensive than usual.

But Chen Mo wouldn't do that.

After all, the first few Double Eleven shopping malls had to spend a lot of money to build a good reputation.

After everything was arranged, everyone started to get busy.

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