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

Chapter 387 Post-war Inventory
November 2012, 11, 11 noon.

The Double Eleven battle is halfway through and has entered the second half.

Alibaba has released a periodic battle report, with the combined sales of Taobao and Tmall exceeding 90 billion. It is only a matter of time before the sales exceed billion. If it were not for the impact of system lag, this number would have been even higher.

JD.com is not to be outdone and is following closely behind. It has currently exceeded 50 billion and is moving towards the goal of billion.

Suning.com ranks third with 20 billion, Dangdang ranks 10 billion, and other e-commerce companies have revenues ranging from several hundred million.

This day is not only a battle between e-commerce platforms, but also a battle between merchants' brands.

Zhuhai, Meizu headquarters.

Huang Zhang only showed up at the company in the afternoon. He had no choice but to attend meetings all day yesterday to make final arrangements and preparations for Double Eleven. It was already 10 o'clock in the evening when he left.

He has always believed in big tests, big fun, small tests, small fun, and no tests, no fun.

Everything has been arranged, and the only thing left is the execution issue. He shouldn't have anything to do of his own, and it's time to witness the harvest, so he had a rare chance to sleep in.

When I arrived at the company, I immediately called Bai Yongxiang and asked, "Have you finished the statistics?"

"Out!"

"Which one are we?"

"First and third!"

Huang Zhang frowned, "Huh? Why are there two more?"

"We are number one in the digital zone of Tmall's brand sales ranking, but only number three on JD."

“Is Xiaomi the number one on JD.com?”

Bai Yongxiang nodded and asked, what else?

"Who's the second one?"

"apple."

Huang Zhang snorted coldly, "Lei Buqun has found a good partner, but no matter what, JD.com can't compare with Alibaba. If the overall sales of both sides are combined, how far ahead are we now?"

Bai Yongxiang swallowed and said carefully, "Well, we are still 3 million behind."

"Well, 3 million is not bad. We are keeping it at that level for now."

"Falling behind?" Huang Zhang reacted and shouted in an octave higher, sounding the whistle.

Huang Zhang stood up slowly and stared at Bai Yongxiang to confirm. "You mean we reduced the price by 500 yuan. The current price of Meizu MX2499 is 2 yuan, and the price of Meizu Blue Note599 is directly reduced to 2 yuan. The combined sales volume during Double is still million behind Xiaomi?!!"

After getting confirmation from the other party, Huang Zhang turned on his computer, entered the JD.com website address, and then the first store in the digital section on the homepage was Xiaomi.

When I clicked in, I found that the original price remained at 2999 yuan, but the price after being subsidized by JD.com was 2498 yuan, a direct subsidy of 501 yuan, which is only one yuan cheaper than Meizu.

Hey?! This shameless guy!
This is not the end. Bai Yongxiang took out his MX2 and demonstrated the shopping process from WeChat to JD.com in front of Huang Zhang.

Open WeChat, go to the discovery page, click shopping, and wake up the JD app.

The Xiaomi horizontal bar advertisement occupying a quarter of the mobile phone screen directly hit Huang Zhang's field of vision.

"Is Liu Qiangdong crazy? Lei Buqun is his half-brother, so why is he helping with promotion?"

Bai Yongxiang handed the phone to Huang Zhang and said, "Click on it and you'll know."

Huang Zhang clicked on it and found that there was an activity where if you successfully placed an order, you could get a 10-yuan discount coupon from JD.com. If you paid with WeChat, you could get a -yuan discount. There was also a reminder on the order that it was expected to be delivered within three days.
Gan!
With WeChat, JD.com, Xiaomi and SF Express, Meizu can’t beat them even if it rides on Alibaba!
With so many thighs, Lei Buqun is not afraid of breaking his hands.

But Huang Zhang was not someone who would surrender so easily. He made up his mind and came up with a plan.
"After the arrangement is made, the price of all Meizu products will be reduced by another 200!"

Another 200 yuan reduction? This gave Bai Yongxiang a headache. After thinking about it, he said out of responsibility to Meizu.

"Mr. Huang, the current price of 2499 is already a loss. If it drops by another 200, it will have an impact on Meizu's subsequent production lines. After all, we are still number one in Alibaba, so there is no need to compete for the number one on both ends!

And if the price is reduced temporarily, consumers who have already paid will have complaints.”

"Just give me a Meizu voucher of equivalent value."

"But this way."

Huang Zhang was obviously a little impatient. "Are you teaching me how to do things? Or are you saying that my words don't work?"

"Yes!" Bai Yongxiang took the order and left, sighing secretly in his heart. At the same time, some thoughts in his mind started to move again.

At 2 pm, Meizu announced to thank consumers for their support and to launch another price reduction campaign on Double Eleven, with a further reduction of 200 yuan on the original basis.

Once the news of the event came out, it did attract more responses from consumers who wanted to buy mobile phones.

However, as Bai Yongxiang expected, this back-stabbing behavior caused protests from consumers who had previously placed orders for Meizu mobile phones, even though the Meizu merchants promised to compensate them with 200 yuan Meizu consumer coupons.

Those consumers who have already purchased the products are not grateful at all. The 200 yuan voucher can only be used to buy Meizu's subsequent products, which is of no use.

This behavior of not worrying about the lack of benefits but the uneven distribution of benefits has led to a large number of order cancellations at Meizu, and also caused a huge workload for Meizu stores and staff.

As evening approached, Huang Zhang became a little panicked after hearing feedback from all sides. He didn't understand why there were so many complaints when the government was clearly giving benefits to the people.

In the end, they issued a direct order to refund all the previous price differences, which appeased the people.

However, this series of events has widened the gap between Meizu and Xiaomi, and many consumers have developed some distrust towards the Meizu brand.

After Meizu made its move, Xiaomi was keeping an eye on the opponent's movements.

Lei Jun has been working non-stop for nearly 20 hours and is now relying on Red Bull to stay energetic and on track. He originally planned to use a price guarantee strategy, but found that the other party had made a stupid move.

After thinking about it, Xiaomi is now number one on JD.com, and Alibaba is not its main battlefield. Xiaomi is only ranked fifth on Tmall, which is a strategic abandonment.

It doesn’t matter. I’ll just wait until the exam is over and the results are announced. Anyway, I should have no problem getting first place in the overall score!

From a time perspective, 0~1 o'clock is the time period with the most terrifying transaction volume. These are the main force of online shopping. Basically, everything that needs to be bought is bought within this hour, and then it is 1~2 o'clock.

The temperature will drop during the day, and the second climax will be between 6 and 9 pm.

Just like that, the Double Eleven e-commerce war came to an end, and each company conducted a post-war inventory.
Just a few minutes after 0 o'clock, the final battle reports of several participating parties were finally compiled and released!

Alibaba released its battle report, showing that the transaction volume of Taobao and Tmall on Singles’ Day reached 144 billion yuan, a 400% increase over last year, of which Tmall provided 74% of the transaction volume and mobile contribution accounted for 32%.

Several other e-commerce platforms are not far behind, including Suning.com with 62 billion and Dangdang with 27 billion.

JD.com was the last one to publish its announcement, and once the battle report came out, the entire e-commerce field was shocked!

102 billion is the answer it delivered, breaking the billion mark.

Although it has not surpassed Alibaba, you should know that JD.com’s sales on Singles’ Day in 2011 were only 1 million, but this year it has increased a hundredfold, while Alibaba’s sales have only increased fourfold.

Of course, it is not fair for Alibaba to make such a comparison because of the different bases, but anyone with a clear eye can see that the gap between JD.com and Alibaba is narrowing rapidly, and many institutions are re-evaluating JD.com's potential.

Of this 102 billion, Xiaomi alone contributed one-fifth.

And when the sales exceeded 2 million, Xiaomi sent out a real-time battle report.
As soon as the poster came out, many netizens started playing the game of finding the faults, because they discovered that there was a product they had never seen before on the right side of Xiaomi's battle report. It looked like a watch but it was not a watch; it was said to be a wristband but it didn't feel like a wristband. They made many guesses, but there was a consensus that this would definitely be Xiaomi's new product next year.

In the end, Xiaomi's performance report was 29 billion, 2 million more than the entire Dangdang platform. Of course, this 29 billion is not just the sales of Xiaomi mobile phones alone, but the total sales of all Xiaomi products on the entire platform.

What about Meizu? They announced 30 billion, 1 million more than Xiaomi.

Lei Jun just smiled after reading it. In the last hour, the number jumped directly from 20 billion to 30 billion. As for whether it is true or not, haha, that's all Da Huang can do.

However, he still asked someone to take screenshots of this unusual trend and find some internet trolls to spread it. After all, it is better to say it is harmless, and this is also for Dahuang's own good.

The media also spread out various reports.

In addition to illustrating the explosive growth of domestic e-commerce, it also allowed everyone to see the terrifying purchasing power of Chinese consumers.

We also discovered the powerful fighting power unleashed by the alliances between enterprises, especially the joint operations of Mi'an and Dongfeng, which taught a lesson to all Internet people.

Another important point is that the media also reported extensively on the cat-and-dog dispute between Taobao and JD.com and the fateful battle between Xiaomi and Meizu.

According to a more detailed statistics in JD.com's Double Eleven battle report this year, two brands that participated in Double Eleven for the first time won the championship in their respective tracks, namely Xiaomi in the digital 3C category and Uniqlo in the clothing category.

Xiaomi dominates the list. To some extent, e-commerce has begun to become a mainstream sales channel.

Vancl’s top spot in the apparel category shows that traditional brands are paying more attention to e-commerce.

The emergence of "traditional brands" such as Haier and TCL means that Double Eleven is no longer just a sales event for clearing out inventory, but has become a new battlefield that brands cannot ignore.

However, the brands on Alibaba's side are quite different. Apart from the traditional brands which are similar, Meizu tops the list of digital 3C brands, while Uniqlo, which released a famous video, dominates the list of clothing brands.

The battle report of e-commerce platforms is out, and the battle report of brands is not to be outdone.

Posters that break tens of millions in a few minutes and hundreds of millions in a few hours are often seen on the Internet. After all, this is a rare opportunity to advertise for the company.

Behind these brands and e-commerce companies fighting each other openly and secretly.

There was a shovel seller who was also looking at his own victory settlement screen.

When everyone saw that a gas station on a street was making money, they all went to open a gas station, but the one that made the most money on the street was a car repair shop that was established later.

When everyone was mining and speculating in cryptocurrencies and working on AI and computing power, they looked back and discovered that a graphics card seller had become the richest man.

Similarly, Chen Mo now understands Huang Renxun’s happiness.

At first, Chen Mo planned to just look at the revenue reports on Double Eleven submitted by various departments. But after thinking about it, he decided to call these leaders together to hold a summary and celebration meeting.

This is an inspiring opportunity after all.

At the meeting, as the protagonist of this meeting, Wang Jian was the first to make a report.

On the cloud computing side, Suning invested 10 billion, Dangdang.com invested 5 million, and other small e-commerce websites contributed another 3 million, plus Xiaomi and JD.com’s 2 million and 4 million respectively.

In fact, cloud services are not that expensive. It’s because they help in emergencies instead of helping the poor. At that critical moment yesterday, the rabbit was so desperate that he was jealous.

During the Double Eleven shopping festival, cloud services alone sold 24 billion yuan.

After Wang Jian finished his report and sat down, the smile on his face never stopped, and the corners of his mouth were almost reaching his ears.

"Very good, it proves that our route is correct. So, Cloud Computing will give you an extra month's salary as a bonus this month. This is the chicken drumstick I promised you before!"

"I was just waiting for you to say this, thank you, boss!~"

The second person to report was Zhang Xiaolong. WeChat added a JD entrance, attracted traffic, and organized joint activities.

Judging from the shopping data on the WeChat discovery page, the number of users diverted from WeChat to JD.com during the Double Eleven period was nearly 100 million, which is a quarter of the total number of WeChat users.

Among them, the download and installation rate of JD APP is about 30%, and the payment conversion rate is about 13%. According to the previous sharing ratio with JD, this is another nearly 5 million yuan in revenue.

In addition to WeChat and Pangu, there is also Xu Chaojun's Kunlun Mirror, which is specially customized to provide protection for Xiaomi and JD.com, and has built a set of solid barriers outside their own security defense system.

Of course, this also requires a fee. Even if there is a 3% discount, each company will earn 1 million yuan in three years, for a total of 2 million yuan.

This time it was equivalent to a parade of actual combat exercises for the products of the other shore.

During the Double Eleven shopping festival, my total revenue as a shovel seller was nearly 30 billion.

Chen Mo was in a good mood after making money. Except for Wang Jian's company, the other two companies also awarded a month's bonus. After all, these people had worked really hard during this period and completed various tasks smoothly without any major mistakes.

Although from the perspective of overall revenue, Bi'an's 30 billion cannot compare with Alibaba and JD.com, it is about the same as the transaction volume of Suning.com.

But there is an essential difference between the two. The investment on the other side was all one-time deals, such as the infrastructure of Guizhou Data Center, the large-scale purchase of servers, cloud computing and WeChat's continuous technology research and development investment, etc.

Once these infrastructure and products are polished, the subsequent expenses will be iterative R&D and operation and maintenance every year, and the rest will be pure profit.

Of the 30 billion on the other side, at least 25 billion is net profit.

Let's not talk about Suning.com, just take Alibaba as an example. The platform definitely makes money. Although the internal profit sharing ratio of Alibaba is unclear, according to industry practice, the corresponding technical service fee is deducted from the sales volume at a commission rate of 3%-5%. This means that this Double Eleven brought Tmall at least 4 million to 6.6 million yuan in revenue.

But whether the businesses are making money is a question mark.

For example, big brand stores on Tmall, such as Jack Jones, Camel Clothing and Quanyou Home Furnishing, performed strongly, with daily sales exceeding 1500 million yuan, which brought Tmall high commissions of more than million yuan.

In addition to technical service fees, these merchants also need to pay advertising fees to obtain traffic advertising benefits on Tmall’s homepage. The main purpose of the promotion is advertising marketing, which reflects the importance of e-commerce promotion to brand promotion. Merchants are willing to sacrifice short-term profits in exchange for long-term advertising benefits and new user growth.

Whether they make money or not, only these companies will know when they settle accounts in the future.

Just like the live streaming sales later, a certain leading laundry detergent brand found a top anchor to sell goods and made hundreds of millions in sales in one live streaming show. However, when the financial report came out, it showed a loss for that quarter. The majority of the expenses were marketing expenses such as anchor slot fees, platform traffic, product subsidies, etc.

All the money is earned by the top live-streaming hosts and platforms, and the brands are just losing money to gain publicity, that’s all.

(End of this chapter)