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

Chapter 581: Hot, Overtaking

“How many did you sell tonight?”

"2.3."

"How far are we from the other side now?"

"It's less than 5 million. If the other party doesn't make any new moves, they will probably overtake them in another day. It will be difficult for them to catch up later."

"I'm just worried that Lao Deng won't be able to supply the goods. Production capacity can't be increased just by saying so. I know this very well."

"We'll take it one step at a time. Anyway, we've done what we should do. At least the farmers around Jiaoyuan Village have a place to stay."

At this moment, Liu Qiangdong's unpleasant voice came from the side, "I said you guys can go out to discuss things, can't you see I'm squatting in the toilet?"

Chen Mo and Lei Jun looked at each other and couldn't help laughing. Chen Mo coughed and said jokingly, "We came here because you ran back and forth several times, affecting the efficiency of our meeting.

Besides, if you faint and no one holds your pants, we can still help you, so why are you still trying to stop me?"

"Don't ask me to come to your cafeteria to eat anymore. And I don't want to eat this old man anymore in my life."

Lei Jun interjected: "Isn't it delicious?"

"Come on, come on, if you have the guts, try to eat three bottles in a row? Even a brave man can't stand three diarrheas, and I'm already on my fifth one (exerting strength)"

Puff, clatter, clatter - it's a smelly sound.

Without Liu Qiangdong's reminder, Lei and Chen fled from the toilet with their noses covered.
Damn! These two are not righteous.
Dongzi cursed inwardly and reflected while squatting on the toilet. He was not like this before. At best, he was on good terms with the employees of his own company. How come he is getting along well with the users now?

After thinking for a long time, it seems that everything started from knowing this man named Chen.
That night, Douyin released the data report of this live broadcast sales on various platforms:
“Live broadcast duration: 68 minutes!

Peak number of online users for a single live broadcast: 308 million!
The “Tik Tok Selection” account has accumulated 1572 million followers!
Cumulative number of viewers: 2152 million!
Cumulative number of Lao Gan Die hot sauce bottles sold: 4182 million!
Sales of a single live broadcast: 2.12 million yuan!

The paid conversion rate is as high as 51%!

The number of new registered users of TikTok is 1024 million! "

This battle report was like a storm that swept the entire Internet. Countless friendly companies and media were dumbfounded, especially when they saw the data that broke people's cognition. Everyone was shocked beyond words.

Never underestimate the efficiency of the media in adjusting to the situation. When the data are thrown in front of everyone, all previous analysis and doubts become a joke, and all that remains is analysis and flattery.

That night, one manuscript after another was quickly produced. After going through layers of review, they appeared on major platforms the next day.

Especially the Internet and financial sectors, which account for almost half of the market:
"A dimensionality reduction attack on traditional e-commerce: Will live streaming become a new form of e-commerce?"

"More fierce than Double Eleven! 308 million people scramble online: 1017 bottles of Lao Gan Die hot sauce are sold per second"

"A single product sold 1 million in one hour! Lao Gan Die hot sauce sold 2 million bottles, breaking the record, and Douyin became the best seller"

"CEOs' Talent Show: Chen Mo waves his hands, Lei Jun makes a heart gesture, and Liu Qiangdong eats so much that he loses control of his facial expressions"

"The IP effect of corporate leaders is fully demonstrated, and the new three Internet giants are rising strongly"

"Winning in 2014: The gap between the two sides has narrowed to less than 5 million, and the follow-up is confusing"

The technology media "36Kr" that had previously predicted this live broadcast spoke out again.

《Behind the 51% paid conversion rate: the ultimate combination of people and technology》

"This "Tik Tok Selection" Lao Gan Die live broadcast charity to help farmers, people see it as a commercial feast, an online "performance" of the three giants to make consumers laugh, and a carnival of traffic.
But what everyone didn’t see was that behind this live broadcast was a technology-enabled industry revolution. This is the industry that the Disruptor Team really wants to disrupt: e-commerce!

68 minutes, 2.12 million yuan in sales, 4182 million bottles of hot sauce sold out, 51% payment conversion rate - behind these amazing data is the technical collaboration and ecological integration of the three major technology giants, Douyin, JD.com, and Xiaomi.

Here I would like to emphasize one data: payment conversion rate. According to relevant statistics, the payment conversion rate of traditional e-commerce platforms is generally between 2% and 5%. Even Taobao's payment conversion rate on Double Eleven last year was only 7.5%.

And what is the rate for Douyin? 51%! In other words, for every two people who enter the live broadcast room, one will place an order and pay. This is simply beyond common sense.

You should know that this is just the sales list. All condiment products with limited audiences can sell like this, which also proves the high value of Douyin's battle report.

If the product categories are further expanded, this data may triple, quintuple, or even 3 times! The future e-commerce landscape may change as a result, and there is huge room for imagination.
With its powerful recommendation algorithm and traffic distribution capabilities, Douyin accurately reached its target users, creating a peak online user base of 308 million and an increase in fans of 1572 million;

JD.com ensured the rapid delivery of 4182 million bottles of hot sauce through its efficient e-commerce system and logistics network.

According to reports, SF Express also provided logistics support, and the powerful combination demonstrated the ultimate efficiency of the supply chain;

Xiaomi’s lucky bag lottery game not only improves the user interaction experience, but also achieves high conversion rate of user retention through technical means, further consolidating the brand impression and influence.

As a reporting media within the industry, we also need to see the essence through the phenomenon: Can this success be replicated?
As of now, the answer is no!

For a live broadcast, even if there are 300 people online at the same time, let alone millions, only those in the industry know how deep the doorway is. Nowadays, only Bilibili and Douyu have the ability to broadcast nearly a million people online, while Douyin has reached million, which is completely another dimension.

Have you noticed a problem? Behind Douyin, Bilibili, and Douyu, there is the same figure - that's right, it's Bi'an.

Only by relying on the huge resources of its own cloud computing company, Bi'an, can it act so recklessly.

This is inseparable from the huge technical background demonstrated by Bi'an. It is like a building block, where each company is responsible for a specific business, and Bi'an is the blueprint that can put them together into a finished product.

In fact, there is another situation that can be replicated, that is, the combination of BAT - using Weishi + Taobao + Cainiao + Baidu/Tencent/Alibaba Cloud to form a joint force, but this takes time.

And this is only from a technical perspective. From a human perspective, it is difficult to replicate.

As founders of their respective companies, Chen Mo, Lei Jun, and Liu Qiangdong have already firmly tied their personal IP to their companies. The boss's style of doing things will directly affect the company, and everyone will prosper or suffer together.

From the current perspective, the three have played a positive role in shaping their respective companies' products, which is better than hiring any celebrity endorsement.

Whether the two Ma and one Li can have fun together with the people, or even appear on the live broadcast at the same time, there is a question mark here based on their previous appearances.

Perhaps only a program like CCTV's "Win in China 2014" can bring these bigwigs together.
It is undeniable that the live streaming sales model is worth exploring by Internet companies.

It is foreseeable that start-ups such as Kuaishou, Miaopai, and Xiaokaxiu will be favored by investment institutions."

At first, this article did not have much traffic, but as Chen Mo reposted and liked it on Weibo, it quickly became the most popular report.

On the evening of September 9, the “Tik Tok Selection” live broadcast continued.

This time it's no longer a joint live broadcast by the three giants. After all, Lei Jun and Liu Qiangdong are entrepreneurs in charge of tens of thousands of employees. They are not Lei San or Liu Si who can be called at any time. They have their own careers to take care of.

The host tonight is Chen Mo, who is broadcasting live with two of the "Ten Sons of TikTok". Chen Mo has positioned himself as a supporting role tonight, a small supporting role, leaving the stage for the newcomers to perform.

Although the show effects of Lei Jun and Liu Qiangdong were missing, the youthful vigor and talent performances of handsome men and beautiful women complemented the show.

Chen Mo deliberately slowed down the pace of this live broadcast because the inventory did not allow for crazy sales like last night.
Even so, influenced by the fermentation of public opinion during the day, a herd effect was triggered and many netizens came to watch the live streaming. Then many newbies came in and became addicted to live streaming sales.

Although the number of online users dropped to over 100 million that night, it still ended up being sold out, with sales exceeding 1 million.

After the live broadcast, the total sales of the hot sauce of the Disruptor Team reached 3.4 million, surpassing the sales of rattan tea of ​​the Guardian Team by 3 million, successfully counterattacking.

On September 9, Chen Mo appeared in the live broadcast room as a guest, and just half an hour of interaction became the peak traffic of the night.

The live broadcast sales on that day reached 8 million!

Although sales are declining day by day, this is actually the combined impact of many factors:

The traffic support of the Big Three is gradually weakening;

After changing the anchor, fans need time to adapt;

Most importantly, Douyin Selection deliberately controlled the pace because the stock of Lao Gandie hot sauce was really running low.
Chen Mo received a call from Deng Chengjun every day before leaving get off work these two days. Lao Gandie has started a 24-hour three-shift production mode, and new goods are being shipped in continuously.

In addition, Lao Gandie also plans to refer to Xiaomi's model and start pre-sales of hot sauce.

Chen Mo also arranged a technical team to provide support.

That night, "Economic Half Hour" was broadcast as usual. The last special report of the program specially played a clip of the popular scene of the "Tik Tok Selection" live broadcast on September 9.

Finally, the marketing revenue of both teams was announced. The Disruptor Team made a comeback with 4.8 million, leading the Guardian Team by 5 million.

This was the first time that the Subversive Team overtook the opponent in the second stage of the competition.

The program specially invited Hu Xijin to comment:

".I have to admit that Chen Mo is indeed quite quick-witted. No one expected him to adopt this marketing method, and at first glance the effect is beyond everyone's imagination.

But I want to say that this kind of unconventional way of live streaming should only be used once and not again. After all, it is impossible for Chen Mo, Lei Jun and Liu Qiangdong to live stream every day. Otherwise, they would be missing the point and end up losing the forest for the trees.

Don’t be fooled by what the reports say about innovation or something else, it might just be a flash in the pan. The decline in the data of “Tik Tok Selection” in the next few days is enough to prove this. Moreover, the threshold for live streaming like this is very high, otherwise why don’t live streaming platforms like Douyu and Huya follow suit?

It’s not the end yet, there’s still one last week, and the outcome is still undecided.

And from what I know about the Guardian team, they will definitely not sit still and wait for death, so please wait and see."

In recent days, the popularity of live streaming sales has attracted the attention of many investment institutions.

These capital giants have taken action one after another, like hungry wolves, baring their fangs and setting their sights on short video platforms.
(End of this chapter)