I can become stronger by paying salaries. I have one billion employees!

Chapter 332 Pre-sales Exceed 20 Billion, Three Kingdoms Kill Returns! Cheng Wei: Why Won't You Let Me Go?
10月15日，亰东预售活动的第二天，主会场界面多了三个领券入口，分别是‘2000-300’、‘5000-800’和‘10000-1200’的数码家电满减券。

In the coupon center, 10000 no-threshold Jingdong coupons worth 20 yuan are released every hour, from 8:00 am to 12:00 pm, which controls users for 16 hours.

The person in charge of JD.com's event planning team had a simple idea: regardless of whether you buy anything or not, you have to open JD.com's official website or app for me at the appointed time.

In one day, subsidies for various activities amounted to as much as 2000 million yuan, and the effect was naturally extremely significant.

On October 14, the pre-sale transaction amount of JD.com was RMB 8.1 billion.

On October 15, the pre-sale transaction amount of JD.com was RMB 10.7 billion.

Easily surpassing the billion mark!

"Ghostwritten!" Zhang Jindong couldn't help but curse after hearing the news.

JD.com and Suning have a certain degree of overlap in their products and users, and the repurchase frequency of digital and home appliance products is low. If a user places an order on JD.com, they will definitely not go back to Suning to shop.

"Launching the 'free purchase' promotion ahead of schedule."

Zhang Jindong, with a sullen face, summoned the head of Suning's e-commerce division and gave him instructions. He couldn't stand Liu Qiangdong's arrogance.

According to the original plan, the event was to have a warm-up period on October 18th and go live on October 25th.

The rules of the activity are simple and straightforward: users will receive a 120 yuan coupon for every 1000 yuan they spend, and the coupons can be accumulated without any upper limit.

It mainly focuses on mobile phones, digital products, computers, and home appliances, covering brands such as Haier, Hisense, Shanxing, Lenovo, and Apple.

In other words, you can enjoy an 88% discount when purchasing Surface tablets, Apple 4S, Apple 5, Orange C3, Haier refrigerators, Lenovo laptops, etc.

In reality, although Suning's coupons claim to have no threshold, there are category restrictions, limiting them to small home appliances, as well as high-margin products such as snacks, alcohol, and cosmetics.

To put it bluntly, there's a certain pattern to it.

However, this is the first time Suning has implemented a promotional approach where all product categories are priced the same online and offline. While there may be some hidden agendas, it also demonstrates considerable sincerity.

Small home appliances include essential items such as rice cookers, microwave ovens, electric fans, and air fryers, but the inventory is limited.

Users who are slow to act end up buying overpriced snacks and drinks.

The buyers in 2012 had no idea of ​​the treacherous nature of people. As soon as they saw the Apple and Orange phones at an 88% discount, they immediately placed an order and made payment.

The first batch of users all bought small appliances that satisfied them and shared their experiences on Weibo, BBS, Renren, and Tieba.

On the one hand, it's for showing off, and on the other hand, Suning launched Suning Tuike on October 9th, which is a CPS advertising alliance. Similar to Ali Mama and Pinbei Alliance, users can share cashback links on social platforms. When others click on the link to place an order through Suning, the user can get a corresponding commission.

Where are there so many kind-hearted people in this world?

They either want to make money off you, or they want you to make money for them!
Zhang Jindong's "0 Yuan Purchase" campaign caught Liu Qiangdong off guard, and the company's performance in the categories of large home appliances and digital products was greatly affected.

Faced with the offensive from his old rival, Liu Qiangdong immediately launched a counterattack, introducing the "Desert Storm" campaign, which offered a combination of discounts of up to 50% off small appliances, a 100 RMB discount for purchases over 200 RMB, and a 1010 RMB coupon package for purchases over 99 RMB, thus taking the lead in releasing users' demand for small appliances.

After all, the most valuable items in Suning's coupon pool are small appliances. If users' consumption needs are met, who would go to Suning to buy large appliances and digital products for low-value items such as snacks and drinks?
To be fair, Liu Qiangdong is indeed a seasoned veteran in business warfare; he immediately seized Zhang Jindong's backing.

On the second day after JD.com's "Desert Storm" campaign went live, Suning's "0 Yuan Purchase" sales plummeted, dropping by a staggering 53.7% compared to the previous day, severely diminishing the campaign's effectiveness and nearly halving its impact.

Before Zhang Jindong could react, Liu Qiangdong launched a series of services, including free appliance cleaning and delivery by beautiful women. The former is easy to understand, while the latter involved Liu selecting a group of pretty and well-built delivery women who would drive Smart cars to deliver packages to customers' homes.

Despite its vulgarity, users in 2012 were drawn to it, especially since JD.com's users were predominantly male.

Before Singles' Day even officially started, Suning and JD.com were already clashing. Anyone who didn't know better would think they were the main players in the big promotion.

Zhang Yong was incredibly patient, holding off until October 18th before launching the "Zhifubao Top-up Bonus" event.

For every successful recharge of 300 yuan, you have a chance to win a 150 yuan red envelope; for every successful recharge of 150 yuan, you have a chance to win a 50 yuan red envelope. Each tier can only be participated in once, with a maximum red envelope of 200 yuan with no minimum spend required.

A limited number of 200,000 red envelopes will be distributed at 12 specific times each day from 10:00 AM to 9:00 PM, with a daily subsidy of 40 million yuan.

活动期从10月18日到10月24日，累计7天，总投入高达2.8亿。

Although you still have to wait in line to grab it, one ID card can register six Zhifubao accounts, which adds up to a discount of 1200 yuan. Moreover, the red envelopes have no threshold and are available for all categories.

In 2012, Alibaba's investment in major promotional events was far more extravagant than it would be more than a decade later, and it didn't rely on any particular tactics.

This is much more sincere than JD.com and Suning! With promotions like '50% off everything,' 1-yuan flash sales, and half-price iPhones, it instantly attracted the attention of the entire internet to Tmall and Taobao.

JD.com's daily sales only maintained the 10 billion level for two days before immediately falling back to 5-6 million.

The number of daily active users on Yaomao Mall has been rising steadily, easily attracting 70% of its traffic.

Pinduoduo was also affected.

On the first day of pre-sales, Pinduoduo's total sales reached 16.3 billion yuan;
The next day, sales reached 12.7 billion.
On the third day, sales reached 10.4 billion.
On the fourth day, sales reached 9.8 million.
On the fifth day, October 18, sales had dwindled to only 730 million.

It's worth noting that Pinduoduo's daily sales figures before the start of major promotions are usually over 8 million yuan.

After a moment's thought, Huang Zheng instructed the operations department to launch the major promotional campaign plan.

First, placing an order on Pinduoduo will give you a bonus of interest from Yu'ebao, such as 8.8 yuan off for orders over 100 yuan, 28.8 yuan off for orders over 1000 yuan, and 88 yuan off for orders over 10000 yuan. It may not seem like a big deal, but Orange Pay's trick is that if a user deposits 10000 yuan into Yu'ebao and then transfers it out a month later, they can activate an 88 yuan bonus.

By directly targeting the user's wallet and locking up the funds, this money will only be used for shopping on Pinduoduo without violating the activation rules of the interest-bearing bonus.

At the same time, the incentive for receiving free trial funds from Yu'ebao (Alipay's money market fund) with every order has been increased from 5000 yuan to 6000 yuan, a 20% increase.

Then, on the Pinbei 10 Billion Subsidy channel, from 10:00 to 24:00, 10000 50% off coupons will be issued every hour on the hour, with a maximum discount of 20 yuan.

Finally, a brand new event channel called "Every Night at 8 PM, Under the Dark and Windy Moon" was launched, featuring a selection of flash sale items priced at least 300 yuan, with an additional 80% to 90% discount on top of the existing 10 billion yuan subsidy.

In a sense, the "Dark Night" channel is like the previous Fox Taobao special sale, driving prices down to rock bottom.

Shaobei rice, 5 jin (2.5 kg) pack, 9.9 yuan with free shipping!
Libai laundry detergent, 12 jin (5 catties) bottle, 26.9 yuan with free shipping!
Orange power bank, 89 yuan with free shipping!
Midea blender, 179 yuan with free shipping!
AUX 1.5 HP air conditioner, 1399 yuan with free shipping!
With this series of combined measures, Pinduoduo's daily sales skyrocketed, immediately returning to 15 billion.

On October 20, Pinbei Alliance reached a strategic cooperation with shopping guide websites such as Mogujie, Meilishuo, and Smzdm.com, and began to allocate traffic resources to Pinbei.

There's no way around it, Pinduoduo is offering too much!

Moreover, Liangzai Dong often mocks e-commerce platforms on Weibo, saying that "shopping guide e-commerce is worthless and is just robbery." After acquiring FoxTao, Ma Liyun naturally devoted himself to cultivating his own son.

In Lao Ma's eyes, Mogujie, Meilishuo, and What's Worth Buying are all leeches sucking blood from Ali, and he has long wanted to kick these shopping guide websites away.

However, Ali is in a critical stage of preparing for its IPO, and the output from third-party channels is equally indispensable.

Otherwise, if he were to issue a new rule that sales generated by referrals from shopping guide websites would not be included in search rankings, Juhuasuan (a group-buying platform), and major promotional events' basic sales metrics, all shopping guide e-commerce platforms would die.

In Ma Liyun's opinion, this commission should be earned by FoxTao!
What are Mogujie, Meilishuo, and Smzdm?
They also want to control Ali's external traffic channels?
It’s just wishful thinking!
At this point, Ma Liyun had the idea of ​​targeting shopping guide websites.

This is why Chen Yansen insisted on selling FoxTao as a package last year.

Ali's shopping guide business accounts for too high a proportion, and companies like JD.com, Yi Xun, and Amazon are also underperforming. If Ma Liyun were to make a dirty move, Ali's valuation would at least be halved.

Even if they manage to get through 2013 and 2014 smoothly, once Ali goes public, Old Ma will definitely turn around and stab them in the back.

Fortunately, he acted in time, and with the cooperation of Rakuten and Augusta Capital, he sold FoxTao to Ali, and used the money to found Orange Technology and Pinbei Mall.

Therefore, no matter how dissatisfied Ma Liyun was, in 2012, shopping guide e-commerce was the best partner for e-commerce platforms.

When Pinbei took the initiative to extend an olive branch, the two sides hit it off immediately. Mogujie, Meilishuo, and What's Worth Buying all joined the Pinbei alliance, and on their own platforms, they adjusted the proportion of Pinbei's product display from the initial 15% to about 45%, almost on par with Taobao.

In addition, dozens of mid-tier shopping guide websites have also successively connected to Pinbei Alliance, regarding it as a core business.

On October 20, with the help of third-party traffic, Pinbei's single-day sales exceeded 2 billion yuan for the first time, reaching 20.6 billion yuan.

at the same time.

After securing 5000 million yuan in funding from Senlian Capital, Hu Weiyi established the OFO shared bicycle project in Hangzhou, embarking on her entrepreneurial (and working) journey.

Cheng Wei, who was far away in Yanjing, quickly received the news. After learning that Chen Yansen was the investor behind OFO bike-sharing, he immediately lost his temper: "I didn't offend you! Why are you still chasing after me!"

But he knew in his heart that with the support of Senlian Capital's funds and resources, OFO's bike-sharing business would be progressing much faster than he had imagined.

"Didi Bike must immediately launch its Series A funding round!"

Cheng Wei couldn't wait any longer. He dared not take a steady, methodical approach to seizing the market and made a decision in an instant.

(End of this chapter)