Rebirth begins with e-commerce

In the forum of Yangcheng University, the news that Pinru opened a new store immediately sparked a lot of discussion.

"Have you noticed that Pinru has opened a new mall store?"

"I guess it's a men's clothing store. They are so well-made in women's clothing, so they must be wearing men's clothing."

"It can also be women's shoes and bags, women's money is more profitable."

"Yes, I think the consumption power ranking is, girls > young women > children > old people > dogs > men."

"Upstairs, do you want to say that men are inferior to dogs?"

"You all guessed wrongly, it was electrical appliances. They officially opened the day after tomorrow and gave away 10,000 rice cookers for free."

"Really? Is Pinru crazy?"

"It seems like Taobao is crazy. It has done a 100 million yuan subsidy activity, and the money is all given by Taobao."

"Is Taobao so kind? Then why don't you subsidize my store?"

"Who do I care about subsidies? The alarm clock has been adjusted. It's time to test my speed of being single for twenty years."

...

With two days of warm-up time, the news of free delivery of 10,000 rice cookers has spread across major forums.

At this time, the school network, blogs, posts, QQ groups... are reposting posts "Taobao takes out 100 million yuan to subsidize consumers, 10,000 rice cookers are given for free."

The traffic on social media Taobao homepage has allowed visitors to even surpass Pinru Clothing Flagship Store.

A lot of activity consultations made the customer service even typing and cramping.

Of course, such a large-scale online publicity has nothing to do with Luo Xiu’s ten small accounts, mainly due to the Taobao online marketing team.

Taobao’s marketing team is notoriously strong, and of course I will not miss this hot topic.

Under this scale of momentum, the event had just begun, and ten thousand free orders were directly exhausted.

If you have a slightly slower hand speed or a little slower network speed, you can't get it.

After being completely exhausted in seconds, Pinru Operation immediately changed the page, removed the information of the exemption order, and re-listed it.

Now only new stores are open, with a 20% discount on the whole venue, but many customers still place orders to purchase.

After the two-day event, 13,000 rice cookers were sold, and hundreds or thousands of other induction cookers, electric fans and other products were sold respectively.

Excluding the refund of 10,000 units for free, 11 products, the total transaction amount is 1.6 million, and the gross profit is more than 1 million.

If you subtract 300,000 yuan of free order investment, 100,000 yuan of promotion investment, and tens of thousands of points on the platform, you can still earn more than 500,000 yuan.

This is just the result of the store opening and Taobao’s electrical appliance category has not yet risen.

...

After the event, all e-commerce people saw Pinru's madness.

Taobao also saw the results of the event and decided to continue to do the subsidy of 100 million yuan and immediately began to select the next event product.

Several merchants saw Pinru's success and gritted their teeth to take out a thousand products for free orders.

Nowadays, e-commerce companies are all small businesses, and not everyone dares to take out 10,000 products at one time.

Fortunately, they were conservative and only lost tens of thousands of yuan after the event.

Many merchants saw that Pinru Clothing invested a lot of direct train costs and then started the product. They also invested in direct trains, but their direct trains were not sold.

Now these merchants have seen Pinru Electric create hot products through free orders and use the same method. As a result, after customers grab the free orders, they no longer buy them.

They all just saw the surface, but did not see that the reason why Pinru was successful was not because of these marketing methods, but because they really made the product well.

When customers click on the inner page of Pinru Electric Appliances, they often exclaim: What kind of magic rice cooker is this? It's so beautiful, right? There are so many functions?

Even if they don’t get the free order, many customers are willing to place orders at the original price of 99 yuan.

Because Luo Xiu took the entire inner page of the rice cooker with an advertising company outside, each photo costs 2,000 yuan, and it costs more than 10,000 yuan to take a photo just for one inner page.

Even in 2020, few businesses are willing to spend so much money to take a set of product pictures.

But you get what you pay for. The photos taken in this way are very technological and comparable to those mobile advertising pictures worth thousands of yuan.

Even the cooked rice is clearly divided into pieces, full and shiny.

Although this set of pictures has invested a lot, it can be used for a long time. Unlike clothing, it will change seasons in three months.

In addition to pictures, what is more touching is the copywriting of the product.

What are the copywriting of rice cookers now? What are the black crystal inner liner, thick pot inner liner, fifth-generation technology, black technology...it's hard to understand, but it seems to be very powerful.

It’s okay for a merchant to do this, but all merchants write this way, and consumers don’t know how to choose a product.

Compared with them, Pinru's copywriting is simply a clear stream.

There are no gorgeous words, no specious self-created words, only the sincere and sincere feeling of using them.

Every word of the copywriting was written by Luo Xiu himself. He did not boast about how good his products were from the perspective of the merchant, but talked about the user experience of this rice cooker from the perspective of the user.

This is Luo Xiu's ability to think from the perspective of others as an excellent e-commerce person.

Just like Guan Shiyu has a pair of eyes that discover beauty, Luo Xiu is born with a heart that can empathize with others.

People with strong empathy can not only write good product copy, but also write a popular online novel.

Because he knows different characters and thinks about what he is thinking in his heart, he can write every character well.

This is an ability that cannot be taught and difficult to cultivate. If there is, there is, if there is no, there is no.

Luo Xiu has also been looking for people with strong empathy in the team.

Communicating with consumers requires empathy, knowing what promotional methods consumers will be impressed by, and knowing what they want.

Communicating with the waiter requires empathy, knowing what the waiter needs, and knowing what the platform needs at this stage.

Customers are willing to place an order to buy even if they don’t have a free order when they see such exquisite inner pages and such touching copywriting.

This is the most important reason why Pinru clothing and Pinru Electrical Appliances can be made.

As for those who invest a lot of direct train promotion every day, 10,000 free orders, and Taobao official event support... they are just means to make sales come faster.

It can be done without these methods, but time will be slower.

Many people asked Luo Xiu, what is the proportion of promotion costs to make up for reasonable? Luo Xiu will only answer: It depends on how much your time is worth.

In Luo Xiu's eyes, the investment in promotion costs is not to bring profits, and he never considers how many transactions he can bring in promotion.

His promotional investment is nothing more than allowing the products that could impress customers to be known faster and shorten the cycle of products becoming popular products.

...

(Second update. In the previous chapter, everyone was complaining about the update speed, which scared me so much that I quickly updated another chapter.) 1603361117