Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 385 Double Eleven War
In 2009, Alibaba held the Double Eleven event for the first time. The originator of this e-commerce promotional shopping event, Alibaba Xiaoyaozi Zhang Yong, personally went to the headquarters of major brands to extend his cordial invitations, and only then did he piece together 27 brands to participate in this Double Eleven event.

That year, the transaction volume on Double Eleven alone reached 0.52 million yuan, making many merchants who rejected Zhang Yong’s invitation regretful!

Taobao’s sales on Singles’ Day in 2010 increased nearly 20 times compared to the previous year, reaching 9.36 million, exceeding Hong Kong’s daily retail sales that year.

Double Eleven unexpectedly became a carnival festival for hundreds of millions of netizens, and also marked the beginning of a major disruption in the retail industry.

At this time, Liu Qiangdong also saw the terrifying purchasing power of Double Eleven consumers and began to plan and prepare to enter the market.

By last year, the figure had tripled to 33.6 billion. Although Alibaba is still the only dominant player, JD.com entered the Double Eleven battlefield. Although it only had 40 orders and sales of more than 1 million, it broke the situation where Alibaba was the only one in the market.

On the eve of Double Eleven this year, in addition to JD.com, new e-commerce forces such as Dangdang, Suning, and Kuba also released news in advance, started market promotion to warm up, and announced their entry into the battle.

As if anticipating this situation, Taobao further split and divided Taobao.com and Taobao Mall earlier this year, because Jack Ma also found that the quality of the products on Taobao was uneven and far inferior to that of JD.com.

Therefore, he changed the name of Taobao Mall to Tmall Mall, hoping that this new name would imply higher quality pursuit and more professional e-commerce services. Tmall's brand image was reshaped. In fact, the rumor goes that the name Tmall was thought of by Ma when he was squatting in the toilet.

In the Double Eleven War, several players began to enter the venue.
As the undisputed big brother in the e-commerce field, Alibaba has the largest scale of publicity and preheating and the intensity of subsidies this year.

Xiaoyaozi personally gave Feng Qingyang a military order, if the transaction amount does not double, he will be beheaded!

Many stores on Taobao and Tmall even put up slogans such as "50% off on Double Eleven, the lowest price in history."

Dangdang.com is currently an e-commerce platform that mainly sells books, supplemented by other categories of goods.

On Double Eleven Day, we also launched a promotion of 100 yuan off for purchases over 30 yuan, 500 yuan off for purchases over 200 yuan, and buy one get one free for some books.

Suning.com also launched a 20% discount on all home appliances on Double Eleven Day, and held a lucky draw event for those who spent over 1,000 yuan.

JD.com, which has always been the second largest company, has undergone some new changes this year.

During this period, not only Chen Mo was busy, but Mi Dongfeng was also making a lot of pre-war preparations to cope with the annual Double Eleven e-commerce war.

Especially Liu Qiangdong, who first received the support of 10 billion US dollars of strategic reserve funds from Mi'an, and then learned the " billion subsidies" strategy from Lei Jun. After meeting with his own think tank, Dongzi waved his hand and announced the largest promotion in the history of JD.com.

That is, on the basis of the original discounts on merchants' products, JD.com has paid out an additional 1 billion in subsidies to benefit consumers. The more you buy, the more you save!
At the same time, it is supplemented by [Cashback on shopping via WeChat] + [Discounted purchases via WeChat payment] + [Cash on delivery] + [Three-day delivery] + [Ten times compensation for fake products] + [Seven-day no-reason refund] and other packages, focusing on a Mi'an Dongfeng matrix attack!
After watching the various activities, Chen Mo still highly recognized Liu Qiangdong's courage.

It has to be said that Brother Dong is a fierce and reckless person, and he is a very powerful warrior in the business world.

He really dares to spend money, which is a good thing. The more JD.com sells, the more rebates it brings to WeChat. Moreover, when sales go up, it will be good for both Xiaomi and SF Express.

Then Chen Mo took a look at his own Xiaomi and WeChat activities, which were also well organized. It was okay to do without the capabilities of his own guys now.

However, the ways to play Double Eleven in later generations are so dazzling. There are so many different discounts, and there are also 0 yuan purchases, coupons for playing games, and even down payments and final payments. It is so all-encompassing.

It is so complicated that sometimes consumers cannot figure out whether they have made a profit or a loss after spending their money even if they take out their computers. If they have made a profit, how much they have made is also a question mark.

In other words, I was very busy and had no time before Double Eleven this year. I will sort it out next year or the year after, and give Dongzi a good lesson. Then I will teach Lao Ma how to behave.

Let’s first see how far JD.com can catch up on Double Eleven this time. No matter what, with this combo, which consumer would not be confused? It is certain that JD.com’s transaction volume will soar this year, it’s just a matter of to what extent!
While there are still a few days left, we can ask Dongzi to prepare a big screen for a live broadcast, and the publicity effect will be explosive!
Chen Mo did what he thought and immediately took out his cell phone to call Liu Qiangdong.
"Hey, Brother Dong~ On the Double Eleven Day, you can call the Taobao headquarters, deploy a large screen on JD.com to display the real-time order number and transaction amount, and then broadcast live on A Station, Douyu, and YY platforms.
Too late? No no no, it’s still in time, I have someone here~"

From a macro perspective, the impact of the global financial crisis still exists after the 08 financial crisis, and the Chinese economy has been affected to a certain extent.

Against this background, China's e-commerce has continued to grow at an annual rate of more than 30%. In 2011, the total transaction volume was approximately 6 trillion yuan, of which online shopping accounted for more than 4% of the total retail sales, and this year it has risen to 7%.

The main driving force behind the market growth of e-commerce changed in 2010. Previously, the growth was basically contributed by C2C. After 2010, the growth rate of C2C declined rapidly, while the growth rate of B2C reached 100% or even 200%. E-commerce platforms such as Tmall, JD.com, Dangdang, and Suning.com rose rapidly.

Since 2011, Double Eleven has entered a period of rapid development.

The number of online shopping users has grown from 2009 million in January 1 to nearly the total number of Internet users today, with a very high penetration rate.

Therefore, this year, with the pre-promotional activities of several leading e-commerce companies and the media's promotion, the scale of users paying attention to Double Eleven is unprecedentedly large. As Double Eleven approaches, the vast number of online consumers have been impatient.

Because online consumer groups have begun to wake up, everyone now realizes that online merchants save the most expensive rent and store costs, so online products are cheaper than real ones. The only two disadvantages are that you can't see the actual product and you have to wait a few days.

However, these shortcomings are infinitely reduced on Double Eleven because the discounts on this day are so great.

Unlike later when the overall environment was not very good, in order to stimulate the internal circulation, a number of policies were introduced to stimulate people to spend the money they had in the bank, such as various subsidies, such as home appliance subsidies, car purchase subsidies, and even stock market subsidies.
Ordinary people have a lot of money now. Although they cannot afford houses in Beijing, Shanghai, Guangzhou and Shenzhen, what else can they not afford?

Just like JD.com’s 10 billion subsidy slogan, “10 billion subsidy, only for one day, if you miss it, you will regret it for a whole year!”

Hangzhou, Alibaba headquarters. As the general commander of the Double 11 campaign, Zhang Yong has been living in the company these days, holding various meetings. In order to achieve another success in this Double 11 campaign, the Double 11 campaign headquarters has brought together five of the former Eighteen Arhats, all in an effort to ensure that there will be no mistakes on Double 11.

Beijing, JD.com headquarters.

Liu Qiangdong began to follow Chen Mo's suggestion and asked CTO Wang Yaqing to temporarily upgrade the configuration of the "Ali Command Center", placing several large screens in the most conspicuous position in the hall, and then setting up various live broadcast equipment.

In order to ensure the high-volume, high-concurrency flash sales scenarios like Double Eleven, JD.com even spent a huge amount of money to rent a cloud service cluster as support to ensure that there would be no technical problems on that day.

Liu Qiangdong himself released the live broadcast news to the media, and then inspected the brands in which he had heavy holdings, including Xiaomi, Vancl, Hisense, etc., preparing to do something big.

Also in Beijing, Li Guoqing of Dangdang.com had not yet evolved into a defender of the official seal. He began to prepare for a rainy day and discussed a special plan with his subordinates.

Nanjing, Suning.com headquarters.

Orders were issued in an orderly manner from Suning.com's headquarters. The goal of "maintaining 200 billion and striving for 300 billion" set at the beginning of the year only 183 billion was achieved this year. In order to achieve the goal, Double Eleven is the best opportunity. Nearly 400 Suning.com stores and their employees across the country are ready for it.

Foreign e-commerce companies originally wanted to participate, such as Joyo Amazon, which has now been renamed Amazon China. The work orders and budgets they applied for the Double Eleven event are still stuck in the approval process of their foreign bosses.

Amazon China CEO Wang Hanhua just resigned in June this year, and the position of CEO of China is still vacant.

This situation is very normal for foreign companies developing in China, just like when Yahoo first came to China, it was already at its peak and had the best timing. At that time, NetEase, Sina, and Sohu were still in their infancy.

As a result, Yahoo China still developed according to foreigners' ideas and concepts and did not trust Chinese executives. In other words, Chinese executives had no authority and were just tools.

The account registration was still done through Outlook. At that time, few domestic netizens knew how to use it. Later, everyone knew about it, and Wangsou Xin came from behind and beat Yahoo! on the beach.

Yahoo panicked and quickly acquired 3721 and appointed Zhou Hongyi as president of the China region, who was fully responsible for Yahoo's business in China. It should be said that the latter was very capable and helped Yahoo develop well for a period of time.

As a result, within two days, the headquarters had a serious disagreement with Lao Zhou on the future development concept of Yahoo. The Internet is an information war. With limited authority, fighting here and being dragged down there, Zhou Hongyi, who was tied up and had no way to display his power, left Yahoo in anger. This led to the later 360.
And Yahoo has become a dumb tiger
Therefore, the Chinese environment and soil nurture the Chinese people. No matter the previous Yahoo, eBay, the current Amazon, Microsoft's MSN, or even Uber which was later acquired by Didi, they were either acquired or eliminated by the market. Without exception, the reason is the same: they were not adapted to the local environment and soil.

So this is why there is no overseas e-commerce on Double Eleven, just like the Chinese national football team’s effort to qualify for the World Cup, we don’t have the ability to do so, you know!

Now countless businesses have begun to work overtime day and night, just like stockpiling weapons and ammunition, filling their shelves with goods, preparing to welcome the arrival of a large number of users on Double Eleven.

Consumers are gearing up to choose their targets on these four online platforms, and even many planned users have started recording their shopping lists.

Get ready for Double Eleven and go all in!
On this day, no one discussed Singles’ Day anymore, as if this festival had disappeared from people’s minds, and there was only the China Shopping Festival!
How could such a grand drama be possible without the support of media reporters, who followed suit and prepared to report on the battle situation on the day of the decisive battle.

The focus of media reports was on the competition between Tmall and JD.com, and the media even thoughtfully released a poster.
November 11th, the day before Double Eleven.

Before the starting gun was fired, one contestant chose the false start tactic with the highest traffic volume.

Dangdang.com launched the Double Eleven event in advance on this day. Countless book lovers and parents who were extremely thirsty for knowledge heard the news and flocked to Dangdang to start buying.

The event started at 10 a.m., and at 10:11 a.m., Dangdang.com started to freeze, and at a.m. it was down.
Services were gradually restored in the afternoon, but it was still a drop in the bucket.

There are only so many servers, and you get what you pay for.

Dangdang's load threshold is there, and the traffic is countless. Restarting is useless. It can only survive for half an hour and can't bear it at all.

The current Dangdang server cluster is like the state of a person who has had sex seven times in one night. It has started to shiver. Every time a wave peak comes, it shudders. In this situation, it is impossible to tell when it will crash.

Li Guoqing suffered from his lack of experience, but he also experienced what it meant to be in pain and happy at the same time. Who knew that people would be so crazy on Double Eleven this year, feeling like they were not treating the money in their hands as money and rushing in desperately.

It feels like I lose hundreds of millions every hour. Who understands this feeling?
He had someone calculate the traffic and conversion rate. If the technical reasons were not taken into account and the traffic could be absorbed, the sales would increase by at least 10 billion per day!
What does it mean for Dangdang.com to earn 1 billion yuan a day? You should know that from the beginning of the year to now, 10 months later, the sales volume of Dangdang.com was only over 10 billion yuan in more than 50 days.

And today is equivalent to 1 days of work!
As a result, at this critical moment, the server could not bear it anymore.

Li Guoqing now regrets why he didn't prepare more servers and invest more profits in system robustness.
You have to know that he was able to gain a slight advantage by getting ahead of others when surrounded by other wolves. It is conceivable how much traffic Dangdang will have left when the other three companies open their doors to customers at 0: tomorrow.

For a businessman like him, watching his money being taken away by others while he can only watch helplessly, this feeling of being left out is more painful than being killed.

He cursed at the technical team even though he knew it was useless. However, now they have to temporarily find a server supplier to purchase servers, place orders, and get approvals. Even if there are ready-made servers that can be configured and deployed immediately, it will take at least three days. Raw water can't put out the fire at all, and by then they won't even be able to eat warm shit.

While Li Guoqing was working with the technical team, he received a call.
A young, powerful, and somewhat servile voice came from the phone, "Boss Li, do you want a cloud server? The kind you can use right after you buy it. It's not expensive, only 5 million!"

(End of this chapter)