Rebirth starts from e-commerce

Chapter 406 How Fast is Luo Xiu?
On November 2012, 11, the zero o'clock bell rang.

This online shopping fest has been held for the fourth time.

Countless consumers who are waiting in front of the computer or paying with their mobile phones are emptying their shopping carts with the speed of their hands and Internet.

Because the instantaneous traffic is too large, Taobao, JD.com, Fantuan, Suning.com...the platforms are constantly repeating the process of crashing...repairing...and crashing again.

In the office building of Pinru Group, the atmosphere on different floors is very different.

In those few floors of Pinru E-commerce, parties are being held happily.

For them, the busiest time is before Double [-]. When the event really starts, there is nothing to do.

Now their table is full of delicious food, and they are constantly cheering for the record-breaking salute.

The lottery draw has never stopped.

The colleagues who performed on stage completely let go of themselves.

After more than four years of experience, the Pinru e-commerce team has grown into a team with combat effectiveness.

In this industry, their only opponent is themselves.

Onigiri floors are the exact opposite.

This is the time to test the carrying capacity of their system. It must be guaranteed not to collapse, and it can be repaired immediately if it collapses.

Refreshing beverages such as Red Bull and coffee are placed on each person's seat.

At the busiest time, I can't wait to hang a hanging bottle and inject these chicken blood drinks directly into the blood.

On social media, Taobao’s Weibo account keeps reporting their sales results.

How much was sold in the first minute... How much was sold in the 1th minute... How much was sold in the first hour...

At this time, other platforms usually have no way to compare with them, and can only play with some other concepts.

Many netizens feel that they have personally participated in a tens of billions of projects, and they carnival together.

"It seems that only Taobao announces sales in real time, and other platforms only say what percentage increase compared with last year."

"It's sold too little, so I'm sorry to disclose it?"

"Double Eleven still depends on Taobao. Other JD.com and Fantuan are just to join in the fun."

"Large home appliances are on JD.com, and other things are used to Taobao."

"To be honest, it's also very convenient to buy daily necessities at Fantuan."

"It seems that there was news that Taobao was going to suppress Fantuan before. With this level of strength, there is no need for Taobao to come forward to suppress it, right?"

……

Netizens' comments can be said to be very objective. The sales volume of the current Double Eleven is basically concentrated on Taobao, and the volume of other platforms is far from him.

Fantuan also has its own advantages, that is, the delivery speed in the same city.

Since the sales growth rate of Double Eleven this year is too fast, the growth of logistics is relatively lagging behind.

This year is also the worst year for logistics explosion.

Facing the mountain of express delivery, the courier felt a kind of despair in his heart.

The only thing that is not affected is Fantuan, which has its own logistics and distribution team.

Moreover, their products are mainly daily necessities, and they are distributed to various outlets in advance, so that they can start delivery early in the morning.

Countless "ordinary netizens" also began to post Weibo to refresh the screen:

[The rice balls are really too fast. I originally wanted to take advantage of the weekend to turn off the alarm clock and go to bed later. I didn’t expect to be woken up by a phone call at [-]:[-] in the morning, saying that my delivery for Double Eleven had arrived. 】

A beautiful photo of her receiving the courier was attached on Weibo.

He even gave himself a P picture in a short time.

Luo Xiu reposted this Weibo and commented: I'm sorry, it's all our fault for being too fast and disturbing your rest.

Netizens followed up with comments:
"Slow down, I bought too much, and I was about to apply for a refund, but my brother has already carried those buckets of laundry detergent upstairs, which made me feel embarrassed to refund."

"Boss Luo is really fast, as fast as my boyfriend."

"Mr. Luo, my boyfriend would like to call you the fastest!"

"Is Boss Luo really fast? I want to try!"

……

Luo Xiu took screenshots of these replies, and posted a Weibo in aggrieved way:
[It's our rice balls that are delivered fast, not me, please explain to me clearly! ! ! 】

Originally, only a few people were playing memes, but now I post a blog, which immediately arouses heated discussions.

Coupled with the promotion of hundreds of marketing accounts in the hands of Pinru Media,【How fast is Luoxiu? ] immediately became a hot topic of discussion.

Netizens have joined in the fun:
"Shocked!!! An object faster than the speed of light has been found, and Einstein's coffin can no longer be held down!!!"

"The director of "Fast Boy" officially invited Luo Xiu to participate in the recording of the show, and then the other contestants said that we should fight for No.2!"

"I can confirm that Luo Xiu is really fast. Once he took me from the nightclub to the hotel, and I was about to take off my clothes. He said he was ready."

Someone downstairs replied: "But your information shows that it is a man."

"What's the matter with the men? Can't men fencing together?"

"Prick fast and hard!"

……

Because of this marketing event, the delivery speed of rice balls has become the most discussed topic on the Internet.

The topic of how many sales records Taobao has broken, but not many people care about it.

The record was broken in the first year, continued to be broken in the second year, and is still broken in the fourth year. Netizens are already a little numb to this kind of data.

Consumers who have already accepted that Double Eleven will inevitably be much slower than usual, now seeing that some platforms can do it so fast, immediately feel dissatisfied with the slow logistics of other platforms.

After experiencing 4G, how can you bear the speed of 2G?
Many netizens who have never used rice balls also followed suit to buy something.

Not long after, another netizen expressed emotion: "I found that the rice balls are not only delivered quickly, but also in large quantities. I have been hoarding paper towels for a year now."

"Stop talking, my laundry detergent is estimated to last for two years."

"My sanitary pads will last until I go through menopause!"

……

The reason why Pinru group buying can be fast and cheap is that its product model is borrowed from the Costco member store in the United States.

Costco is the largest chain membership warehouse store in the United States. Its characteristic is to provide members with high-quality goods at the lowest price.

Their strategy has also been admired and borrowed by many bigwigs.

The first is the paid membership system, which makes customer loyalty very high.

The second is the SKU (stock keeping unit, single product) with fewer but better products.

Customers' consumption is generally concentrated on top products, so they only choose two or three top brands for each category.

For Fantuan, reducing the SKU has greatly improved the inventory turnover days, made warehouse management extremely easy, and allowed them to easily achieve multi-warehouse distribution in the same city.

So that the goods do not need to be transferred across regions, and can be delivered out of the warehouse.

Not only is the speed fast, but the cost of distribution is also greatly reduced, and at the same time, the packaging cost of the express box is saved.

Third, the quantity is large and cheap.

Fewer but more refined SKUs make every product on the shelves a hit, allowing the platform to have extremely high bargaining power when selecting products.

Rice balls can be obtained at the lowest price, and then combined into large packages for sale, so that the price can be reduced to the extreme.

Fourth, build your own brand.

After four years of development, Pinru has its own brand products in various categories.

For the same piece of clothing, production cost: 10 yuan, transportation cost: 0.5 yuan, brand advertising cost: 10 yuan, brand channel cost: 2 yuan... After the various costs are allocated, the purchase price may be more than 30 yuan.

However, Pinru's own clothing only needs 10 yuan of production cost + almost negligible storage and distribution costs.

……

On other platforms, people who know more about e-commerce sometimes don’t know how to choose products.

Look at the price?Expensive does not mean good. Many products are sold at a very low cost, and the profits are used for promotion.

Read reviews?As we all know, the evaluation of more than [-] points, plus five accompanying pictures, is basically done by swiping, or through the cashback of positive reviews.

Looking at sales?The sales volume can be brushed, or it can be made through a large number of Taoke customers, and then the cost is allocated to ordinary customers.

The more carefully you choose products, the less you can buy the most cost-effective products.

Before Luo Xiu was reborn, he could be said to be one of the people who knew the most about e-commerce, but he never bought things online only by luck.

Choose one with your eyes closed.

Everything depends on fate.

Because the more carefully you choose, the easier it is to fall into the trap of operation.

Choose one with your eyes closed, maybe you can try your luck.

The rice ball model allows customers to place orders without thinking at least when purchasing standard products.

There are two or three products in each category, and the prices are already the cheapest. They are all well-selected leading brands, and you will basically not regret it after receiving the goods.

Because the platform has already made the best choice for you.

Because they have a team that knows the product best, the market best, and the cost structure best.

Internet marketing is just to help Fantuan get out of the circle quickly this Double Eleven.

After leaving the circle, what is more important is their own unique positioning and advantages to help them gain a firm foothold on the e-commerce platform.

Although they are small in size and fast, the ones that have been used are all good.

(End of this chapter)