Age of Dreams

Vol 2 Chapter 2656: Zhulian Bihe Open Station (Part 1)

At the end of July, Xiao Qi transferred Peng Anqi from Xiaoyao Mall to prepare for the preparatory work of the "Pearl Alliance" flash sale website.

It has been nearly four months now, and the Zhulian Bihe flash sale website has finally set up a shelf and started the formal publicity work.

Peng Anqi is still working hard. Although the plan only says that hundreds of merchants will enter the market when it opens, it is actually far more than that.

The operating model of Zhulian Bihe is very similar to Xiaoyao Mall, but there are many differences.

In almost all places, they purchase products from major companies and sell them on their own operating platforms.

But the difference is that Zhulianyihe currently purchases products from large companies and brands, and products that are out of season, and most of them are mainly clothing, cosmetics, and daily necessities.

Because in China, people are very trusting and obsessed with big brands. Before it gains roots in the hearts of the people, Pearl Alliance must rely on the power of big brands to gain a foothold in the flash sale market and quickly become the overlord.

Otherwise, even if others hear the gimmick of "Limited Time Buying" and click on it, they will find that they are all unknown small brands. Most of them who are worried about quality will not place an order.

As long as it is brand-name products such as Adidas, Nike, L'Oreal, Procter & Gamble, Li Ning, etc., and you are on the website of Fairy Company, you can be trustworthy. Everyone is willing to buy these products that are out of season, but absolutely brand new.

This is different from the American people.

Flash sale websites basically sell products of small companies, because their prices are very low, but the quality is regulated, so there is no problem.

The enthusiasm of ordinary people in the United States for snapping up bargains is not inferior to that of the Chinese, and there are not many fakes in them, and manufacturers with regular production usually do not do such things, so they buy boldly and confidently. .

Huaguo has a lack of trust in small and medium-sized manufacturers. It cannot be said that they are wrong. But there are indeed many reasons, and it needs to be improved slowly in the future.

Precisely because from the very beginning, we have to use big brands to come to town. Therefore, Peng Anqi conservatively said that there are 100 brands, at least the most famous brand in China.

But the prestige of the Fairy Company is not fake. After Peng Anqi used the Fairy Company brand to negotiate with major brands, more than 200 major brands have agreed to the request of the Zhulian Bihe website and put his own out-of-season products. And the goods in stock are sold to them at a more appropriate price and let them sell.

at the begining of. Naturally, it is impossible for Zhulian Bihe to sell luxury goods on the website, and only these world-famous brands used in daily life are the most suitable.

In fact, many of these world-famous brands are unwilling to damage their brands, so they usually have some inventory, and they are unwilling to sell at a lower price. In the past, more of them were directly returned to the factory for destruction.

However, it is different now, because with the network platform, the transaction of all commodities has become transparent. Many people are accustomed to buying suitable brand products online, and they are not limited to these well-known brands.

As a result, the inventory of these offline famous brands is getting higher and higher. Last year, Adidas had more than 3 billion US dollars of products stacked in the warehouse and could not be sold. Nike has more, with more than 5 billion dollars in full.

It's the same in China.

Li Ning's first quarter of this year. Inventories amounted to more than RMB 2 billion, and it skyrocketed to more than RMB 3 billion in the second quarter. Other well-known clothing manufacturers, daily necessities manufacturers, etc. also had the same dilemma.

Now is the era of Hundred Flowers competition, and they will face greater competition in the future. Therefore, the previous behavior of returning to the factory for destruction or re-processing can no longer keep up with the times.

It just so happens that there is a perfect match, so that they can digest the inventory in a more decent way. While withdrawing funds, it doesn't hurt their brand too much. This is indeed a good thing.

Of course, it is impossible for them to supply a lot from the beginning. Everyone is now tentatively moving forward, so they only gave a few million dollars or tens of millions of dollars in goods.

This is the case. Zhulian Bihe has paid more than 8 billion yuan in funds, and the Finance Department had to give the second 5 billion US dollars in the past.

Zhulian Bihe has not officially started business, it has already taken 10 billion yuan, it is really a big spender.

I don't know that this company will be its own Huo Zhuzhu in the future, and he has reprimanded Peng Anqi several times for being too big.

Peng Anqi didn't dare to talk back to the boss, but because of this, he felt a lot of pressure. If he didn't handle it, his future in the Fairy Company would be completely ruined.

To this end, while actively contacting major manufacturers, he also actively seeks advice from his old superiors, preparing for various matters before opening.

Media promotion is of course an important part of it.

Advertising in the Internet age has gradually been different from the inherent model. Various advertisements on the Internet platform have become more and more important and more effective.

Although online advertising can't take advantage now, after 20 years, the 50-20 year olds are all those who are accustomed to the Internet, then the Internet age will truly come, and online advertising will surely bloom even more dazzling brilliance.

Now, for people who like special flash sales, online advertising is also more important, just like media advertising.

The Zhulian Bihe website is aimed at the Chinese mainland market, and the advertising department of the Fairy Company has a good relationship with major media platforms. Therefore, after calling several elites in the advertising department, Peng Anqi continued to play the name of the Fairy Company, and The three major categories of television media, print media, and paper media started advertising negotiations.

The other online media is relatively simpler. The world’s largest video website Xiaoniao.com is the property of one of the proprietresses, and the other is Huangfu Holdings, which controls Weixin, Weibo, and shares in the four major portals. The president is also one of the bosses, so except that Baidu needs to negotiate, the rest is not a problem.

Peng Anqi has 10 billion yuan in funds, and it does not take much time and money to build a website. In addition, Huaguo Power is the iron rod of the fairy company, and has a very large discount in operating expenses, so 500 million yuan is enough. Year's cost.

Of the remaining money, 8 billion is used to buy goods, and 500 million yuan is left as a maneuver. The remaining 1 billion was all used by Peng Anqi for advertising.

Of course, this does not mean that you spend it all at once, even if you are willing to spend it. Those media have to be able to eat well, so this is all the cost of intensive advertising in the next six months.

At the end of October, the publicity on the Zhulian Bihe website has gradually spread.

By the end of November, the advertisements have been spread out, whether they are participating in online shopping or not, they all know about the new website of this fairy company.

"Li Ning minimum 1 yuan! Ordos sweater minimum 100 yuan! Adidas minimum 0.8% off! Nike minimum 10% off! L'Oreal cosmetics minimum 30% off!..."

Look at such a big gimmick. Anyone who knows how to use the Internet can't help but click on the perfect website to see if this is the case.

Although it is expected to open on November 22, the Zhulian Bihe website will be opened as early as November 1. The refreshing and clean page clearly indicates the panic buying activities that will be carried out on the opening day and what will be followed. rule.

There were not many rush purchases on the first day, at 10 in the morning and at 8 in the evening, and 30 brands were opened each time. Each brand's products range from three or five to seven or eight, and so on.

The same is true for the quantity, which is one or two thousand pieces.

It seems that there are a lot of them. But if you are targeting users across the country, it would seem like a drop in the bucket.

But the essence of flash sale lies in the small number. If there are as many as you want, how can it arouse everyone's interest?

Then there is also the price. Everyone has always understood the prices of major offline brands. Looking at the brands they are familiar with, they found that the promotion of the Zhulian Bihe website is not false. The prices of these products, even if they are not as good as the legend. One or two discounts, but it is definitely less than half the price, or even cheaper.

In the past few years, shopping malls have discounted 50%, but they usually increase the price by 30% first. Reduce the price by another 50%, so at best it is a 20% discount.

It's different on the Zhulian Bihe website. They are clearly marked with a real price, and will not reduce the price at this price, of course, will not increase the price, anyway, this flash sale will end when they are sold out. Whether you can grab the bargain depends on your own hands. Not fast enough.

Taking advantage of it is what humans like, and this kind of advantage that needs to be grabbed will test people's patience and skill even more.

When a cheap commodity is so cheap that it fascinates countless people, then it has the value of grabbing.

Now that the combination of the above products by Zhulian has obviously moved the young people.

For the sake of their own dignity, many people even deliberately buy fakes, let alone genuine ones.

Although they are all out-of-season products or products that have been in stock for a long time, as long as they are not very high-end companies and life circles, who can know if you are in the current season or out of season? Who knows if you bought it this year or last year Did you buy it? Who cares why you bought it last year and still wear it this year?

As for the question of whether fakes are not fakes, whether out-of-season products and inventory products are of poor quality, most people are not too worried.

Because the sign of the Fairy Company is there.

You said that it is possible for others to sell high-quality imitation goods or defective goods, but how could Xiao Qi do such a thing?

No matter which industry Xiao Qi worked in, such a thing had never happened. The brand of Fairy Company was a golden sign, and it was absolutely impossible to do things that were scammed.

The continuous accumulation of good reputation is more effective than any publicity!

At a time, there were more than 600,000 users who registered on the Zhulian Bihe website and bound the fairy bank card.

With the leading role of super websites such as Xiaoyao Mall, Taobao.com, WeChat, etc., people in large and medium-sized cities have become accustomed to using the savings and credit cards of the Fairy Bank, and this number of people has moved to work with the new generation of young people. The positions are still increasing.

Nowadays, the total number of credit cards issued by the Fairy Bank has exceeded 52 million, and the number of savings cards has reached 120 million. It is worthy of the name. It is directly ranked fifth after the four major banks of China Agricultural and Industrial Construction. The original fifth Minsheng Bank and the No. The sixth China Merchants Bank has been left behind.

With such good results, thanks to the praise of young white-collar workers now, because 90% of the users of Fairy Bank are under the age of 40, and they are the main force of the new generation of online purchases.

Zhulian Bihe website is an online shopping mall, but it is not suitable for special third-party payment systems such as Shangzi Paybao, Xiaoyao Wallet, WeChat Wallet, etc., because it will be operated and accounted independently in the future, which is given by Xiao Qi Private property to Huo Zhuzhu.

However, because Huo Zhuzhu's private property is also part of the Xiao family, it is entirely possible to gather together through the Fairy Bank to form a greater strength.

The same goes for the WeChat platform. Although it has its own payment system, from the perspective of banks, of course, it uses its own family bank.

This not only allows the private property of each house to have a stronger guarantee, on the other hand, it also increases the strength of the Fairy Bank, making it even more unshakable.

Zhulian Bihe has more than 600,000 users, many of whom are also users of other online shopping platforms, so they don't have to apply for a credit or debit card separately. It is a multi-purpose card, which is very convenient and practical.

Peng Anqi is very proud to have so many users before opening, but he is not complacent.

On the one hand, the golden sign of Fairy Company~www.wuxiaspot.com~ certainly attracts many users to register.

On the other hand, the full 1 billion RMB advertising promotion budget has long been enough for the eyeball effect. If it still fails to attract users, it is really his failure.

Whether it can really succeed or not depends on whether the door can be opened successfully and whether it can really trigger a burst of word-of-mouth and allow more users to participate in the flash sale boom.

In order to be able to fight the first battle well, Peng Anqi learned from his former boss, Qin Yibin, and conducted the most stringent training and requirements on employees.

In the preparation of the website and the preparation of various links, it was repeated countless calculations and exercises. The employees were extremely nervous by him, and they worked hard to do their own things for fear of problems. Was scolded by the boss.

In this tense atmosphere, the time soon came to open the station. (To be continued~^~)

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