Chapter 850 (1/2)
Li Mu is preparing for the promotion of department stores. Ma boss, who is far away in Hangzhou, has chosen the same direction as him.
Letao is one of the most unlucky products of China Internet in 2002.
This product is the shopping platform that boss Ma asked the team to build with the fastest speed when he realized that Li Mu was seizing 2C business. However, with successive changes and influences, it kept delaying the online time until September. Even sun Zhengyi could not wait. In order not to let the capital lose confidence, boss Ma has no choice but to go ahead Prepare to go online once.
This time, boss Ma knows that he can't delay letao's online time for any reason. It's imperative to launch letao in September, and he knows better that letao is like a carrier rocket. Once launched, there is only one chance. If he fails, capital can't give him another chance.
Mr. Ma's letao is like the ROK's own Luolao. Due to various reasons, it keeps delaying the launch time, but in the end, it can't escape the fate of a huge artillery battle.
However, boss Ma doesn't think that letao will fail. Instead, he thinks that he has a great chance of success this time, because he has focused on the basic livelihood level that Li Mu didn't take into account.
Taobao's brand day is really dazzling, and all kinds of electronic products are selling very well. Up to now, Taobao has a huge daily turnover, 70% of which comes from electronic products, and the remaining 30% comes from small and medium-sized C2C sellers.
But boss Ma found a problem. Taobao pays too much attention to electronic products. Most of its recommended display locations are for all kinds of electronic products, ranging from the MP3 of mango to the whole machine of Shenzhou. Electronic products almost dominate Taobao.
In the view of boss Ma, this is a huge potential flaw of Li Mu's close relationship. At this juncture, it is the most labor-saving to make electronic products. One is the large demand of consumers, the other is that online sales of electronic products can have a relatively large price advantage, and the other is that the volume of electronic products is relatively small, the weight is relatively light, and the price is relatively high The logistics pressure of electronic products will be much lighter.
Boss Ma felt that Li Mu must have enjoyed the sweetness in electronic products, so he seized this point and made a great effort to make the electronic products more thorough. However, boss Ma saw the lack of potential in electronic products.
After all, electronic products are not FMCG, and the market needs time to recuperate. With the passage of time, the volume of electronic products transactions on taobao.com will slowly decline, and eventually tend to be rational. In this case, I will compete with Li Mu in differentiation. Aren't you making electronic products with low consumption frequency and high customer unit price? Good, then I will do high consumption frequency, low customer unit price of daily necessities!
Differentiated competition is one of the best ways to survive in front of the giants. When the world's auto giants are constantly competing in all types of models, Tesla's new energy vehicles are a typical example of differentiated competition.
Tesla has chosen a blank field of competitors as the entry point, which is fundamentally different from each other. When other manufacturers study the issues related to the fuel engine, such as power, fuel consumption, hybrid, transmission gear and shift logic, Tesla has abandoned the fuel engine, gearbox and fuel consumption, making its core selling point It's very different from competitors.
Boss Ma's idea is the same. He knows that the real e-commerce that can really invade people's lives is the real e-commerce. So he thinks that Li Mu has not found the essence, and the real essence has been seen through by him, that is, to do all the fast-moving consumer goods closely related to the people.
So he held an internal core meeting and put forward the core idea of making a big promotion of daily necessities. His team has been used to taking him as the absolute core for a long time, so they have no opinions on this decision.
The direction is determined, and then the implementation plan is to be determined. Boss Ma now has two implementation plans at a large level. First, he is self-employed, like Li Mu, who purchases from the enterprise first, then sells and distributes by himself; second, he uses the most grounded C2C model to attract a large number of sellers to settle down and let them promote sales together.
Based on the current capital situation of boss Ma, he clearly realized that he couldn't do his own business like Li Mu. He had to choose the second way, C2C. On the one hand, he could save the cost of storage and distribution. On the other hand, he could turn the small and medium-sized enterprises on Alibaba bar into sellers and self-employed ones, so this time on letao For the promotion activities of the line, Ma boss also adopts the mode of joint promotion of dozens or even hundreds of stores, which is quite different from Li Mu's self operated promotion.