Age of Dreams

November 11, Singles' Day.

Although this somewhat boring holiday has been around for over a decade, it was never an official holiday.

Until this November 11th of this year, when Ma Yun’s Tmall Mall declared a “Singles Shopping Festival” on this day, it seemed like a day for all people to participate.

As early as a few months ago, Tmall had held a meeting with many suppliers and brand owners to discuss, and carried out a large-scale publicity nationwide one month in advance. It can be said that it can be seen in every corner "Tmall Mall" and "Singles Shopping Festival".

After the promotion, Suning and Gome, the two leaders in the home appliance industry, also took the initiative to join the ranks.

Although they took advantage of a lot of momentum, the two major group companies immediately put in their own propaganda power, and everyone excitedly hyped up the "Singles Shopping Festival", and the hype was in full swing.

In the end, even the middle-aged people in their 40s and 50s are eager to try, and want to take advantage of this shopping carnival to buy more good things for their families and themselves.

And such a legendary feast of online shopping carnival also attracted the attention of many insiders in the industry.

At the moment of zero o'clock, more than 3,000 first-class brand merchants who were the first to settle in Tmall Mall showed their preferential activities.

"L'Oreal's minimum discount is 50%, lipsticks are 20% off, three toners are 30% off..."

"Nike Lin'an Outlet factory store returns users, sports shoes start at 30% off, 10-year new one pair 10% off, three pairs 20% off, buy shoes and get free sports socks, until all are sold out!"

"Master Bran's flagship store, five packs of braised beef noodles are sold for only 8.8 yuan, free 20 yuan for all purchases of 100 yuan, free shipping for 66 yuan, one day only!"

"Lenovo computer xxx model, a special price of 6999, buy it and get a 3-year extended warranty worth 1,000 yuan!"

"Gionee smartphones, 16GB1566 yuan, 32GB1788 yuan, 30,000 units are on sale in stock, and there will be ten lucky draws today, and the first prize will be 10 grams of pure gold!"

"..."

Such a swarm of promotional activities appeared in front of people all of a sudden, which was dazzling.

It's also fortunate that everyone has prepared long ago and collected the products they want to buy in advance. Now they only need to call them out and see the discounted price to know whether they can buy them.

Since Tmall guarantees that the products must be authentic, and will also issue invoices, the online and offline guarantees are integrated, so you naturally don’t have so many taboos when buying things, unlike buying things on Taobao.com, you have to pick and choose I am worried about buying fakes.

What Tmall promotes is not unlimited supply of specials. It is divided into three time slots: 0:00, 9:00 and 18:00 to release specials. Therefore, they have already taken a good look at the styles and other aspects on weekdays. , once today's price meets your expectations, everyone will definitely rush to buy it.

For a time, tens of thousands of people across the country clicked the mouse and entered the account password.

And all the data is continuously imported into the Alibaba Group's server.

"0.5 minutes, the transaction volume is 57,998, and the transaction amount is 32.98 million."

"At 0:12, the transaction volume was 332,355, and the transaction amount was 213 million."

"At 0:28, the transaction volume was 572,122, and the transaction amount was 537.9 million."

"..."

Seeing these scrolling data, Ma Yun's face was a little ugly.

He originally thought that according to the momentum of his propaganda and the reactions of all parties, at least the first half an hour should break through 2 billion, and if it was better, 3 billion would be no problem.

Because those who can wait until 12 o'clock to buy things are very sincere buyers, and when these people see that the price is right, they will sell as soon as possible.

If you don’t buy something in the first half hour, then you won’t buy anything after 12:30...or you won’t wait for the 12 o’clock stall at all, or you think the price is not right and you go back to sleep of.

Therefore, the first half hour is the hottest time for sales, which can be worth all the turnover from 12:30 to 9:00 in the morning.

What is the result now?

By 12:30, the transaction amount had not exceeded 600 million, which was less than half of Ma Yun's minimum expectation.

This is a solid slap in the face.

Not only because he spent more than one billion yuan on advertisements, but also because Xiaoyao Mall sold much more than him when they did the Spring Festival special sale!

He, Ma Yun, claims to be a genius of a generation, and he is definitely not inferior to Xiao Qi, but now it seems that he is not even as good as Xiao Qi's subordinates!

What Ma Yun has been fighting for all his life is a name. He has no interest in money and women. He can eat enough and have a wife and children, but he can't let go of this name alone.

He hopes to become a famous person, stand on top of the world, and enjoy the admiration and admiration of others.

Taobao.com let him see the hope of success, but Xiao Qi directly bought the Alibaba Group, which almost interrupted his road to self-employment.

Fortunately, Xiao Qi valued him very much, not only asked him to continue to serve as the president of the Alibaba Group, but also promised to give tens of billions of shares in the Alibaba Group.

More importantly, Xiao Qi did not interfere with the affairs of the Alibaba Group at all, and left it to Ma Yun to write and write. This made Ma Yun feel very comfortable, and finally continued to lead the Alibaba Group.

Tmall Mall was originally a project carefully crafted by Ma Yun. He wanted to rely on this to compete with Xiaoyao Mall, and even surpass Xiaoyao Mall. Therefore, he invested a lot of resources, but the advertising cost was ten percent. Hundreds of millions, this amount of money is the profit of the Alibaba Group in the Tmall mall for several months.

There are also his negotiations with brand owners, as well as his various efforts to build Tmall Mall, and the hardware and software conditions he created, all of which are the brainchild of his Ma Yun.

Unexpectedly, this first battle was not very bright, it seemed to be a bit messed up, and I really felt that my face was hot.

"President Ma."

Seeing his ugly face, the subordinate next to him whispered: "There shouldn't be much turnover late at night. Wait until 9 o'clock tomorrow morning, and 18 o'clock on the Internet, which is the real peak shopping period. It’s time for Tmall to show its power.”

Ma Yun smiled bitterly in his heart.

This is easy to say.

The first lottery is the best for any business, and it is also the easiest to trigger a shopping frenzy.

Don't look at the 1111 shopping carnival that starts at zero, but how can the online shopping crowd go to bed at ninety o'clock? This time period also happens to be the best time for them to shop!

The first wave at zero o'clock is gone, and it will definitely not be much better in the morning.

Adding up the four time periods, I am afraid that there will be 3 billion, so I should laugh!

Thinking about it this way, Ma Yun knew that he couldn’t be discouraged in the face of the group of staff who gathered the data below and the executives around him, otherwise even the boss wouldn’t be motivated, and how could his subordinates fight? Spirit?

A smile appeared on Ma Yun's face almost instantly, he clapped his hands vigorously, and after attracting everyone's attention, he said loudly: "I know that everyone is not very satisfied with the current data, but I want to tell you You guys, I am very satisfied! The reason why you are not satisfied is because the opponent you are looking at is Xiaoyao Mall, but it is a B2C website fully supported by Xiannv Company. After greatly reducing the purchase price, you can have such grades!

And what about us? We have nothing! From the establishment of Tmall, to attracting so many merchants, to the current 1111 shopping carnival, we have built it all by ourselves! We are just a service provider, not an operator of online commerce! So in the first step of making a name for yourself, in fact, we didn't lose!

You put aside Xiaoyao Mall to see, who else is better than us in the first half hour of the first day of the shopping festival? None! As the saying goes, everything is difficult at the beginning, Tmall Mall has such a good start, it will definitely get better and better in the future! You have to remember that our Taobao.com came here in the same way! "

"right!"

The vice president next to him hurriedly responded, he is Ma Yun's old buddy, and he knows how to smooth things over, "President Ma has already prepared a banquet at Lin'an Hotel, and it will be held in the meeting room at 1 o'clock. Serve the seats and dishes, everyone will work hard for a while, and we will go to drink and celebrate later!"

"yeah!!"

How could a group of subordinates know so much? They thought that Ma Yun was really satisfied—seeing his smiling face, didn’t he feel very good?

It's a great reward to have a big meal after a busy day!

After Ma Yun left the data analysis center with a smile, his face gradually dimmed.

As he walked, he asked another vice president, "How are Suning and Gome doing?"

"It's pretty good." The vice president replied, "In the first half an hour, Suning sold more than 800 million electrical appliances, and Gome was a little bit worse, about 700 million, both of which are better than us... I think, our place The reason why the large and small appliances did not sell much is related to their direct competition!"

"It's none of other people's business, it's just that we didn't catch the customers well." Ma Yun frowned, "If you say that, if Xiaoyao Mall joins the battle, don't you blame them?"

The vice president stopped talking.

Ma Yun looked at a group of vice presidents around, and said: "After you have supper later, you go back to rest first. I hope that within three days, you will write a report on the experience and lessons of 1111 this time and give it to me, okay? "

"it is good!"

The vice presidents answered in unison.

Working under Ma Yun, they have long been accustomed to Ma Yun's vigorous and resolute character. After encountering such an embarrassing situation, if he didn't concentrate on manpower, and had a good discussion and reflection, he would not be Ma Yun! (to be continued ~^~)