Chapter 739 (1/2)

The development of China's e-commerce field has been finalized after many years of exploration. The whole industry is full of large and small enterprises. The three most representative platforms are Taobao, tmall and Jingdong.

Taobao is a pure C2C, which is a trading platform for small and medium-sized third-party sellers and consumers; tmall is a C2C dressed in B2C, which is a trading platform for third-party sellers and consumers, but the business threshold has been raised a little; JD is a typical representative of B2C, which purchases, stores, sells and distributes by itself, which can realize a high degree of autonomy and high level of operation Control.

In Li Mu's eyes, the development of taobao.com in the past is somewhat abnormal. At the stage of primitive capital accumulation, Li Mu disagrees with the practice of no choice but to give up the bottom line, such as the most criticized fake issue.

In the years of Taobao's existence, fake goods, like the stubborn psoriasis, can only be covered by bright clothes, but they have never been really cured.

Li Mu felt that it was Taobao's own connivance with fake goods and sellers that led to the proliferation and gradual out of control of the whole industrial chain of fake goods from manufacturing to sales, so that fake goods became a cancer that troubled the national retail industry.

The Taobao Mall, tmall, was born later. In a sense, from the moment of its birth, it carries the accusation of Taobao to restore its reputation. Because tmall has raised the entry threshold of merchants, Ali can ”be proud” to promote the concept of tmall as authentic.

But in Li Mu's view, this is a mean way to shift his eyes. Instead of really attacking Li Gui on Taobao, Ali pulls Li Kui to tmall and points to Li Kui and says, ”look, we only sell authentic products here.” But what's the point? Under the surface of the light, there are countless Li GUIs.

Part of the reason why Taobao's fakes were rampant in the last life and Taobao allowed the fakes to develop was that they couldn't attract the attention of brand merchants in the early years of their business.

Without genuine goods, they want to expand the platform's commodity categories and promote the platform's trading volume, so they abandon the principle and choose interests.

Take a very practical example. In the 5-7 years since Taobao was born in 2003, it is estimated that more than 95% of the Nike shoes sold on taobao.com are fakes. If at the beginning of Taobao's founding in 2003, they can attract the Nike brand to settle in, and there are real Li Kui, then the marketing of the fake Nike will be greatly affected. Moreover, there are real Nike, and Taobao already has Nike products Product, so in order to protect themselves and partners, we will also crack down on fake Nike.

But the fact is: because there is no real Nike to join, and users have demand for Nike, so fake manufacturers and sellers are aware of the opportunity to jointly move the fake Nike to taobao.com for sales, and taobao.com platform itself also needs Nike's products to expand its product library. Since Nike is blank at this time, real Li Kui can't come back, just the fake Nike comes, Everyone takes what they need, tacit understanding, who is the unlucky one? Naturally, they are consumers who have nowhere to protect their rights.

Li Mu wants to be an Internet person with a basic sense of social responsibility, so his Taobao needs to fundamentally kill the vicious circle. As soon as he comes up, he invests great resources to promote brand day, so that Taobao can attract the attention of brand enterprises as soon as it comes up.

Li Mu doesn't want to let his Taobao start from hanging silk step by step. He wants to use the brand day activity to push Taobao to a world-renowned height in the beginning, and let all enterprises and brands who want to make money in the Chinese retail market serve in front of Taobao's strong online sales ability.

The daily sales volume of the brand is 2.683 billion yuan. I'm afraid that by tomorrow morning, it will be a big news shocking the whole country. I'm afraid that all kinds of brands will also cooperate with each other. As soon as they come up, a large number of brand enterprises will be tied up. There is no need to worry about the authentic products. The more authentic products are, the more complete they are, the smaller the living space for fake products.

……

After analyzing the data, Li Mu called Liu Qidong at one o'clock in the morning and told him his approximate analysis results. At the same time, he reminded: ”brother Liu, the success of brand day will surely attract a large number of brands to join in the cooperation. Given the current situation of our platform, we must let the business personnel to strive to develop the market of daily necessities!

After we have consumed almost the daily logistics demand of the brand, the platform should make corresponding preferential policies for some joined daily use department stores, support them and let them also make some profits. Then we will plan some category promotion activities to stimulate users' enthusiasm for online shopping of daily use department stores and cultivate users' Online shopping habits from a little to a little , improve their online shopping frequency. ”

Liu immediately said, ”you can rest assured that I have also considered the importance of daily necessities to the cultivation of users' habits, so I specially asked the headhunter to talk about the middle and senior management of a large general merchandise company. I am going to dig up a batch of products and try my best to promote the sales of our daily necessities.”