Rebirth starts from e-commerce

Chapter 113 Selling Crazy

In the forum of Yangcheng University, the news of Pinru opening a new store immediately sparked a lot of discussion.

"Have you noticed that Pinru has opened a new store in the mall?"

"I guess it's a men's clothing store. They do such a good job in women's clothing, so they must have men's clothing."

"It can also be women's shoes and bags. Women earn more money."

"That's right, I think the ranking of consumption power is girls > young women > children > old people > dogs > men."

"Upstairs, do you want to say that men are inferior to dogs?"

"You all guessed wrong. It's electrical appliances. It will officially open the day after tomorrow, and [-] rice cookers will be given out for free."

"Really? Is Pinru crazy?"

"It seems that Taobao has gone crazy. It has a subsidy activity of [-] million yuan, and the money is all sent by Taobao."

"Is Taobao so kind? Then why doesn't it subsidize my shop?"

"I don't care who subsidizes it. The alarm clock has been set. It's time to test my hand speed after being single for 20 years."

……

During the two-day warm-up period, the news that 1 rice cookers will be given away for free has blown up all major forums.

At this time, Xiaonei.com, blogs, post bars, QQ groups...the post "Taobao offers 1 million subsidy consumers, 1 rice cookers are given away for free" is being forwarded everywhere.

Social media + the drainage of Taobao’s homepage made the visitors of Pinru’s flagship store even surpass that of Pinru’s clothing flagship store.

A large number of activity consultations made the customer service staff cramp while typing.

Of course, such a large-scale online promotion has nothing to do with Luo Xiu's ten trumpets, it is mainly due to the Taobao network marketing team.

Taobao's marketing team is famously strong, and of course they will not miss this hot spot.

Under the momentum of this scale, the activity has just started, and the [-] free orders were sold out in seconds.

If the hand speed is a little slower, or if the network speed is a little slow, you can't grab it.

After being wiped out in seconds, Pinru Operations immediately changed the page, removed the information about the free order, and put it on the shelves again.

Now only the new store is open, with a 8% discount on the whole site, but there are still many customers placing orders.

At the end of the two-day event, 1.3 rice cookers were sold, and hundreds and thousands of other products such as induction cookers and electric fans were also sold.

Excluding the refund of 1 free orders, there are 11 products with a total transaction value of 160 million and a gross profit of more than 100 million.

Subtracting the investment of 30 yuan in free orders, 10 yuan in promotion, and tens of thousands of platform points, you can still earn more than 50 yuan.

This is only the result of just opening the store, and Taobao's electrical appliances category has not yet risen.

……

After this event, all e-commerce merchants saw the madness of Pinru.

Taobao also saw the results of the event, and decided to continue with the subsidy of [-] million yuan, and immediately began to choose the products for the next event.

Seeing the success of Pinru, several merchants gritted their teeth and took out [-] products for free order.

Nowadays, all e-commerce companies are small businesses, and not everyone dares to produce 1 products at one time.

Fortunately, they were conservative, and only lost tens of thousands of yuan after the event.

Many merchants saw that Pinru Clothing invested heavily in the cost of the through train, and then made the product, and they also invested in the through train. As a result, his through train did not sell.

Now these merchants see that Pinru Electric has created a hit model through the free order, and they also use the same method. As a result, after customers grab the free order, they no longer buy it.

They all only saw the surface, and did not see that Pinru's success was not due to these marketing methods, but to really make the product well.

When customers click on the inside pages of products such as electrical appliances, they often exclaim: What kind of fairy rice cooker is this?It's too pretty, right?There are so many functions?

Even if they don't get the free order quota, many customers are willing to place an order at the original price of 99 yuan.

Because the entire inside page of the rice cooker was taken by Luo Xiu from an outside advertising company, and each photo was 2 yuan, and it cost more than 1 yuan just to take a picture of one inside page.

Even in 2020, few merchants are willing to spend such a large cost to take a set of product pictures.

But you get what you pay for, and the photos taken in this way are full of technology, comparable to those mobile phone advertisements worth thousands of dollars.

Even the cooked rice has distinct grains and is crystal clear.

Although this set of pictures requires a lot of investment, it can be used for a long time.Unlike clothing, which changes seasons every three months.

In addition to the pictures, what is more touching is the copywriting of the product.

Now the copywriting of the rice cooker is about black crystal liner, thick pot liner, fifth generation technology, black technology... People can't understand it, but it seems to be very powerful.

It’s okay for a merchant to do this, but all merchants write like this, and consumers don’t know how to choose products at all.

Compared with them, Pinru's copywriting is simply a breath of fresh air.

There are no gorgeous rhetoric, no specious self-created vocabulary, only the sincere feeling of using it.

Every word in the copywriting was written by Luo Xiu himself. He did not brag about how good his product is from the perspective of a merchant, but from the perspective of a user, talking about the experience of using this rice cooker.

This is Luo Xiu's empathy ability as an excellent e-commerce businessman.

Just like Guan Shiyu has eyes that discover beauty, Luo Xiu is born with a heart that can empathize with others.

People with strong empathy can not only write good product copywriting, but also write a popular online novel.

Because he knows different characters and what they are thinking in his heart, and he can write each character well.

This is an ability that cannot be taught, and it is also difficult to cultivate.

Luo Xiu has also been looking for those with strong empathy in the team.

Communicating with consumers requires empathy, knowing what kind of promotions consumers will be moved by, and knowing what they want.

Communicating with Xiao Er requires empathy, knowing what Xiao Er needs, and knowing what the platform wants at this stage.

Customers see such beautifully crafted inner pages and such touching copywriting, even if there is no free order, they are also willing to place an order to buy.

This is the most important reason why Pinru clothing and Pinru electrical appliances can be made.

As for those who invest a lot of through train promotion every day, [-] free orders, Taobao official event support... are just means to make sales come faster.

It can also be done without these means, but the time will be slower.

Many people asked Luo Xiu, what is the reasonable proportion of promotion expenses?Luo Xiu would only answer: Depends on how much your time is worth.

In Luo Xiu's eyes, the investment in promotional expenses is not for the purpose of bringing profit, and he never considers how many transactions he can bring in when he invests in promotion.

His investment in promotion is just to make the products that can impress customers known more quickly, and shorten the cycle of products becoming popular models.

……

(Second update. In the last chapter, everyone was complaining about the update speed, so I was so scared that I hurriedly updated another chapter.)
(End of this chapter)