Rebirth begins with e-commerce

Time is coming to the end of June.

Pinru firmly occupies the top ranks in Taobao Mall’s summer clothing sales in 2009, laying a solid foundation for the following autumn and winter models.

From now until the autumn and winter clothing is on the market, Luo Xiu doesn’t need to put too much energy into Tingru Clothing.

The only thing to pay attention to is this year's Taobao's first Double Eleven, and we must prepare well and create miracles.

For a new brand, this kind of deed that can be recorded in the history of e-commerce is better than any advertising, and it will be the first time that Pinru Clothing has become popular.

However, there are still a few months before Double Eleven, and Luo Xiu must take advantage of this free time to devote all his energy to electrical projects.

We strive to achieve the third or even first in the home appliance category before the first year of electrical appliances in 2010.

Luo Xiu thought about the trademark of electrical appliances for a long time, and in "Pinjia", "Pindian", "Pinwei"... more than a dozen names, he finally decided to use "Pinru".

Xiaomi has expanded into a grocery store, why can't Pinru?

Luo Xiu simply registered all trademarks for Pin Ru furniture, Pin Ru food, Pin Ru mother and baby, Pin Ru beauty...

Even if you don’t make these products in the future, you must prevent others from registering and use your brand reputation to sell goods.

Compared to clothing, electrical appliances are much more complicated.

Qualifications require 3C certification, energy efficiency marking, outer packaging design, after-sales standards... Luo Xiu needs to do many things by himself.

The preparation cycle took more than a month.

During this process, the application for opening a Taobao Pinru Electric Appliance flagship store was finally approved, while JD.com's self-operated business is still following the process due to some procedural issues.

Now, Luo Xiu once again called all the operators to the conference room, and everyone brainstormed together and thought of a marketing plan.

"How about we hire a celebrity endorsement? It's not affordable to hire a expensive one, but it's still possible to spend hundreds of thousands to hire a second-tier star."

"It's better to invite celebrities to advertise on Yangcheng Metro, and the traffic is large enough."

"It's more cost-effective to invest in advertising in the site, and the direct train is full of fuel."

...

Luo Xiu asked everyone to come up with at least one idea, so all kinds of strange plans were proposed.

In the end, these solutions are either too difficult to implement, too costly, or not effective, and are rejected one by one.

This was already expected by Luo Xiu.

Calling them in for a meeting did not expect them to come up with a perfect solution, but to allow them to participate in this process in person and combine teaching and practice.

"Have you noticed that Taobao has few electrical appliances that sell over 1,000 yuan a month? What would happen if we sold 10,000 rice cookers on the first day of our business?" Luo Xiu asked.

"That must be a sensation on the whole network!"

"How is this possible if 10,000 units a day?"

"Even if Taobao gives us all the traffic, it won't be able to sell ten thousand units, right?"

"Unless you don't need money."

Luo Xiu smiled, "Then we don't need money, we will give 10,000 units for free."

"Brother Xiu, are you not kidding?"

"It must be a joke. You don't laugh, you're too embarrassed to give your boss."

Everyone knows that the boss likes to joke, so they are not taking it too seriously at this moment.

"Our smallest rice cooker has a normal purchase price of 30 yuan. When the purchase volume reaches 100,000 pieces within a year, it can be refunded 30%, which is equivalent to the purchase cost of only 21 yuan. In addition to the cost of express delivery and backend deductions, the cost is less than 30 yuan.

Even if we give away 10,000 units for free, it would be equivalent to spending 300,000 yuan, and I can afford this price."

When everyone heard Luo Xiu speak so seriously, they knew that this time might not be a joke, and they immediately became quiet.

"Do you know what you can get for this 300,000 yuan cost? I can talk to Taobao waiter and ask him to give me a homepage advertising space. I can advertise in major forums across the network, and countless netizens will spontaneously transfer it to the QQ group."

Luo Xiu stood up and said firmly: "We must become famous quickly, and we must also build brands quickly. We must become famous in the first launch of our new products, otherwise we will not have a chance to become famous in the future."

"But...will consumers feel that the free gift is too cheap, which will affect the value of our brand?" Someone asked.

"A good question means you are thinking." Luo Xiu praised and explained, "So this money cannot be returned from me, but in the name of Taobao subsidies to consumers."

"Let Taobao launch a [Electrical Appliance Special Offer, 100 million yuan subsidy] event. Consumers purchase our rice cooker at the original price of 79.9. After confirming receipt, Taobao will return the money to the consumer, but in fact, this cost is borne by us."

Whether this plan can be implemented depends on whether Taobao will cooperate, but Luo Xiu believes that he will be able to convince the waiter.

Currently, Taobao mainly sells clothing, while JD.com mainly sells electrical appliances. Consumers who want to buy electrical appliances online will trust JD.com more.

So Taobao is now eager to build electrical appliance categories and seize JD.com’s customers.

Sure enough, Luo Xiu just roughly told the waiter about his thoughts, and the other party immediately expressed great interest.

If you are just an ordinary store owner contacting the waiter, the other party may not pay attention to you, but Luo Xiu is different. Last time, he launched a new big promotion in summer, creating a small record on Taobao and becoming a Taobao ka merchant.

They will definitely pay attention to the plan proposed by Luo Xiu.

What's more, electrical appliance categories are strategically important to Taobao. Even if they lose some money, they are willing to do it.

...

The detailed activity plan will come out soon.

This time, more than a dozen electrical appliance merchants also participated, allowing them to voluntarily take out some of their products to join the 100 million yuan subsidy plan.

Most of these merchants only produced ten or twenty pieces, and the most were produced only one hundred pieces.

They didn't know that a lunatic planned to take out 10,000 products for free to customers.

When the event warm-up begins, the banner will be hung directly on Taobao’s homepage:

[Taobao subsidy of RMB 10,000 rice cookers are free of charge]

When the merchants saw it, they all laughed crazy.

"Is this product like electrical appliance typo? Did you write a hundred units into ten thousand units?"

"If it is discovered by the wool party, it will probably be closed."

"This event is directly posted on Taobao's homepage, can it not be discovered?"

"The store manager must take the blame, afraid that the boss will not be chased by the knife."

"No need to ask, the store manager must have run away overnight."

...