Rebirth begins with e-commerce

There are great differences between Taobao and JD.com.

Taobao is more open and inclusive, merchants are more proactive, and the possibility of a niche counterattack on big brands is higher. Therefore, Pinru is mainly focusing on Taobao platform in the early stage.

JD.com focuses on self-operation. Whether it can sell well or not depends more on the platform's resources.

In terms of obtaining platform resources, it is of course difficult for small brands to compete with big brands.

JD.com’s advantage is that after sales are made, it does not require much energy to be invested continuously. Unlike Taobao, even if it is the first category, it will be surpassed by later generations as long as it is slightly relaxed.

In the eyes of many e-commerce people, Taobao is a place where brands are nurtured, and JD is a channel for making money.

Luo Xiu focused on Taobao in the early stage. Now that the brand and sales have been made, JD.com is willing to support it vigorously, so naturally it cannot lose this market.

"Boss, our 618 goods are now shipped to the gate of JD warehouse, and they will not allow them to enter."

The supply chain responsible came over to report to Luo Xiu.

"Did you not communicate in the early stage? Why did the goods get problems when they arrived at the door?"

"They reviewed and passed our delivery order, and we delivered the goods. Just now, their leader suddenly said that the number of juicers was too large and we were not allowed to enter the warehouse."

"What's the meaning?"

"They mean that juicers are too expensive and they buy so many goods at a time. They are worried that they can't sell them, which will affect the turnover rate."

Luo Xiu thought for a while, "Go and tell them that if the turnover rate of this product does not meet the standard, I will pay for all the inventory myself."

The juicer, which costs 2,999 yuan, is indeed beyond their imagination.

Even Luo Xiu himself finds it difficult to understand that there are so many people who are willing to pay 3,000 yuan to buy such an unpractical product.

Even if I like to drink juice, I can buy a lot of cups for 3,000 yuan.

And it doesn’t mean that you can drink unlimited juice by buying a machine, you also have to buy fruit.

Many people want to be fresh, but after using it a few times, they feel that cleaning is too troublesome, so they throw it in the corner and eat it ashes.

But the reality is that so many people buy it.

Not every consumer is rational, and more than 80% of the juicer product is sold to those impulsive consumers.

Less than 20% of people are truly patient and have the time to squeeze a glass of fresh juice every day.

After Douyin became popular in later generations, many so-called Douyin hits appeared.

For example: a double-sided glass cleaning tool that is sucked by a powerful magnet.

This kind of thing feels very useful when you see the video demonstration. It is actually just a piece of garbage. You will be exhausted if you use it to wipe a piece of glass.

What is really practical must be that it is easy to sell, rather than waiting until Douyin appears.

...

After nearly a month of preparation, the first JD.com 618th anniversary celebration was finally launched.

Compared with last year's Double Eleven, everyone's excitement is far worse.

Last year, we held a lottery again and doubled the bonus again. All employees seemed to have been injected with chicken blood and were in an extremely high mood.

This year, everyone is very Buddhist. Some people are making tea, some are sucking happy water, waiting for the event to begin.

Because in everyone's mind, JD.com is a platform that will not explode too much.

Moreover, they did not do much for this activity, and they naturally did not expect too much reward without giving.

However, after the event began, everyone saw the explosive order growth and couldn't believe their eyes.

"This is fake, how could there be so many orders?"

"The juicer is so expensive, it's even more orders than rice cookers?"

"And a juicer costs 2,999 yuan and a rice cooker costs 99 yuan. The transaction amount of buying a juicer is equal to 30 rice cookers."

"If you count the profit, the money earned by a juicer is equivalent to a hundred rice cookers."

...

JD.com has not shared too much data with merchants these days, and it is not known how many additional purchases were before the event. After the event started, everyone was scared by the crazy increase in orders.

"Boss, JD.com Operation called and asked us if we had started swiping. We asked us to give them the order number\b, otherwise their warehouse would send the goods out."

After hearing this, Luo Xiu laughed: "It's all real orders, let them ship the goods quickly."

After a while, the operator called Luo Xiu's cell phone directly.

"Mr. Luo, the order growth of your juicer is a bit abnormal. Is it really okay for us to ship the goods?"

Luo Xiu heard his tone a little anxious and couldn't help but quip: "Didn't I promise you to sell 30 million? Do you think it's too much?"

"Not too much, no more."

There are so many orders that even the waiter has to call twice to confirm whether he is swiping orders, and there is no one else.

After a while, even the Taobao waiter called.

"Mr. Luo, are you doing your anniversary celebration on JD.com? I think you have a juicer that costs 200 yuan less than Taobao. That's not OK! We have to be the same price."

Luo Xiu explained: "Their anniversary celebration will be reduced by two days. Next month, we can also do an event on Taobao."

"No, we have to be the same price."

The waiter's attitude is a bit tough.

"The colors and models that the two platforms mainly promote are different, and JD.com's price reduction will not affect Taobao's sales."

Luo Xiu tried to explain again.

As a last resort, he didn't want to offend the waiter.

"We have compared the products, except for the color, there is no difference between the two products."

"Okay, I understand. Let's communicate with JD.com and let them change back to the original price."

After Luo Xiu hung up the phone, he said to Lu Tianyun: "Taobao waiter wants us to change the price, so let's not pay attention to him. We will delay it for two days and wait until the 618 event is over before the same price."

Under normal circumstances, Luoxiu must control the same price on the entire platform.

But now it is JD.com’s anniversary celebration, and there are no events on Taobao, so it is normal for JD.com to be cheaper.

Luo Xiu does not want his products to be monopolized by one platform. Only when multiple platforms develop simultaneously can he and the platform have room for bargaining.

"Will we be unhappy when we do this? If we offend them, it will be difficult for us to get on the event in the future." Lu Tianyun thought for a while and added, "It's okay if we can't get on the event, but we're afraid of being searched and demoted."

"If our Pinru product is downgraded by search, then the nearly ten major brands we operate on behalf of Nike and Procter & Gamble will all be removed from Taobao."

Luo Xiu said firmly.

"Is it really necessary to fight directly like this?"

Lu Tianyun was startled by Luo Xiu's reaction.

"This is our last trump card. The waiter just came here to warn us. We won't really demote our rights just because we did two days of activities on JD."

Luo Xiu tapped the table with his fingers, and Yun Danfeng said with a clear voice: "They still have to rely on us on Double Eleven this year."