In the conference room of Taobao, Master Lei sat crampedly on Li Mu's left hand. The front end of the long table was Li Mu's seat alone, Master Lei was on the left, and Brother Liu was on the right.

This scene made Li Mu feel particularly moved. Two super giants, one on the left and one on the right, just playing the role of the left and right hand of the person. This feeling is more than just a secret pleasure in his heart, and he is simply happy.

Master Lei was a little nervous because it was his first time to participate in a formal meeting on Taobao. In his mind, Taobao's platform and team were more than one level better than his previous excellence. He felt as if he was the head coach of a domestic A-A club. He suddenly had the opportunity to become the assistant coach of Real Madrid Club. He sat in the coaching staff meeting room of Real Madrid for the first time and listened to the Real Madrid head coach conveying his feelings when he was doing tactical planning.

The content to be discussed at this meeting is the most important battle for Taobao's next stage of development. It is not only of great significance, but also truly highly confidential.

For Li Mu, although Master Lei is not a member of Taobao from a contract perspective, after reaching an agreement with Li Mu, he is already a member of Taobao and trustworthy in his eyes, both in his eyes and in Li Mu.

At the beginning of the meeting, Li Mu first introduced Master Lei to everyone and told everyone that Master Lei will join Taobao in the near future and become the chief operating officer of Taobao.com.

When Li Mu said the name of Master Lei and his position at Kingsoft and Excellence Network, the other employees present were stunned.

Master Lei is very famous in the Internet industry. Although he is not as good as Li Mu, he is definitely one of the top talents in this industry. What's more, he is not only Kingsoft's CEO, but also an outstanding chairman. His status and qualifications are extraordinary. However, such a great man actually joined Li Mu's army, which made everyone realize that the value of Taobao platform has been taken to a higher level because of Lei Jun's joining.

After introducing Master Lei, Li Mu began to get straight to the point and explained his plan of this promotion in detail in front of Senior Brother Liu, Master Lei, the core operation team, and the professionals who have recently arrived.

Li Mu first introduced the positioning of the entire promotional event: this time the 100-year-old promotion is to completely consolidate the foundation of Taobao. Through this event, the whole people realize that Taobao can penetrate deeply into their lives, and make them realize that Taobao can replace a considerable number of offline shopping behaviors in life, and has greater advantages: for example, cheap prices, door-to-door delivery, saving time and effort.

If this promotion is successful, maybe 10% or even higher of daily necessities consumption of Chinese urban residents will occur on Taobao in the future. You cannot underestimate this at least 10%, because it covers all fast-moving consumer goods, and the purchase frequency of users is extremely high and will almost never be interrupted. Once an inertia for purchasing daily necessities for a user, most daily necessities for this user may be transferred to the online future.

What this event needs to do is to attract the attention of a large number of urban residents and convert them into online shopping groups as much as possible.

As for the duration of this event, Li Mu decided to position it as seven days. This time period will be longer, not to pursue single-day sales, but to truly pursue to cover more users.

After talking about his goals and positioning, Li Mu began to further refine his promotional activities.

Li Mu's ambition is much greater than that of Boss Ma. He wrote a large section on the blackboard, and while writing, he said: "This time our promotion activities are divided into business groups, first of all, the grain, oil and food group, followed by the commonly used department stores, daily chemical products group and clothing, shoes and hat group."

There are four major categories in total, and each category Li Mu hopes to be thorough and thorough, so he made a request solemnly: "The four business groups must fully coordinate all relevant companies that can be coordinated. I believe that with Taobao's current influence and our performance in previous brand days, relevant companies will not refuse our cooperation. However, there is a principle for the choice of partners: all companies participating in the activities must be strictly reviewed and must pass the industry certification in their respective fields. The company has a good reputation and the product quality is credible and reliable."

Everyone nodded, product quality is the top priority, and everyone knows this very well.

Li Mu continued: "There are several principles for cooperation with partners. First of all, it is the cooperation method. This time, except for the clothing, shoes and hat groups, all the other three groups adopt the self-operated model, both: we purchase, sell and deliver, and the manufacturer only needs to supply us."

"When it comes to supply, the first thing is to authorize our exclusive online dealer. This is the basic premise of cooperation. Companies that do not accept this requirement will not cooperate."

"The second is to determine the price. Since we are already an online dealer, we require companies to give us prices lower than other offline channels to cooperate with our promotional activities. They have two choices. One is to directly reduce the supply price, and the other is to give us a certain promotional rebate, telling them the attitude of Taobao: the greater the price advantage of the supplier, the more promotion resources we will provide, and the opposite is true. If there is no price discount, we will refuse to cooperate."

"After the price is determined, the supplier must ship the expected quantity of goods to our designated warehouse in advance according to our requirements. This time we will use the brand day model. There are six shipping warehouses across the country. The distribution volume of each warehouse is calculated uniformly by us, and the demand is formulated, and the supplier can provide the goods in advance according to the demand."

"The settlement standards for promotional activities are different from those of Taobao for other merchants. This time the settlement period is 7-15 days after the end of the event."

"All companies participating in our promotion will receive at least once the Taobao homepage banner promotion and at least twice the channel page banner and text promotion in the next year. The companies with the highest sales in the same category will receive a pop-up promotion in yy nationwide."

Li Mu has high requirements for promotional companies. Not only does it have requirements for their own strength, but also requires them to cooperate with their promotional activities to the greatest extent. Because of the many requirements, Li Mu has formulated more preferential strategies for them accordingly, not only to speed up settlement, but also for example, whoever gives more benefits, whoever gets more resources, and whoever cooperates with them, the more resources they get.

For medium and large enterprises, their vision is longer-term. Compared to increasing sales in a short period of time, they hope more to increase brand exposure and increase brand audience. Only in this way can the sales growth line be higher and longer.

For enterprises, Taobao's promotional activities originally mean that Taobao and Muye Technology are involved, and the exposure of the activities will undoubtedly be very high. Being able to take this express train will greatly promote the improvement of brand awareness.

Look at the SmartDa repeater that shined on the brand day last time. After a brand day promotion, its sales have exceeded BBK and become the number one in the industry. Not to mention how much money SmartDa has made through Taobao brands every day, just looking at its brand influence growth, a advertising budget of tens of millions may not be able to achieve this effect.

Therefore, Li Mu firmly believes that after he gives these preferential policies, the company's enthusiasm for participation will be greatly improved, and the company will definitely try every means to cooperate closely with Taobao.

Thinking of this, Li Mu added: "By the way, you need to inform the companies you contacted that before the end of August, you must first give me a product quotation, indicate the current terminal retail price, channel distribution price and price given to us. We will allocate resources in advance based on the price gap they gave."

Half of the people here were dug up by Liu Qingdong from major production companies. After hearing what Li Mu said, their keen sense of professionalism immediately realized that this promotion will definitely bring great appeal to the company. This promotion will probably really get unprecedentedly low quotations from various companies, so they are full of confidence and eager to try.

Then, Li Mu talked about the most critical link of this promotion: the plan!

Promotional promotions, how to promote and what methods to promote? This is the most important question.

Li Mu explained his promotion strategy in detail in front of everyone: full discount.

After chatting with Senior Brother Liu, Li Mu further deepened his full reduction strategy and thoroughly played the full reduction!

First of all, in view of the three major categories besides clothing, shoes and hats, he decided to set up multiple full-down gears, such as: 99-20, 199-50, 399-120, and 180 yuan off for every 499. The discounts for these four levels are about 20% off, 75% off, 75% off, and 65% off.

For special commodities, such as clothing, which have high profits and high customer unit price, the three gears of 500-200, 1000-500, 3000-1800 are directly used.

Seeing that the threshold is a bit high, Li Mu also explained the reason for his doing this: Considering that autumn is now and summer clothing has basically been removed from the shelves, everyone has started to buy autumn clothing. At present, any long-sleeved T-shirt with a brand is priced at more than 70 yuan, and a coat costs at least 200 yuan. So if you choose a pair of two or three pieces, you will be satisfied with 500 gears. If you don’t make up enough 500, 1,000, or 3,000 yuan, it doesn’t matter. Humans are smart animals and are best at finding solutions. To put together orders, isn’t that how to put together orders?

Once online shopping users start to collect orders, they will undoubtedly buy more, which will directly increase the overall sales;

Once a user starts to find someone to buy orders, he will not only buy more, but will also bring at least one indirect online shopping user to Taobao. The indirect online shopping user may not have Alipay or Taobao account yet. But it doesn’t matter. As long as he experiences the advantages of online shopping, he will have a lot of possibility of becoming a direct online shopping user. This itself is a powerful magic weapon to quickly absorb new users.

Moreover, Li Mu believes that clothing companies will definitely cooperate, because even if they sell at 50% off, it just happens to be the same price as their distribution to specialty stores. So for them, selling at 50% off is already very profitable, not to mention that they can take advantage of the opportunity to advertise, which is the most important thing!

After saying this, Li Mu deliberately pointed out one point: "All discounts are implemented in the form of coupons. In addition to giving one to all users at one time, the above discounted coupons will be collected for free without limit. The reason why you need to issue coupons instead of directly discounting is to make the coupons feel uncomfortable if you don't use them, and you're at a loss if you don't use them, forcing them to use these coupons as much as possible."

When he said this, Li Mu accidentally discovered that everyone present, including Senior Brother Liu and Master Lei, looked at him with a stunned look on his face, his eyes becoming more surprised and his expressions being more shocked.

At this time, Li Mu could not imagine how much psychological impact this complete set of full-salary promotion strategies would have brought to them...
Chapter completed!