Over the weekend, Shanghai ushered in a warmer day, and group-buying activity posters were posted at designated stores in various business districts.
In addition, they also distributed no-smoking signs with group buying logos, toilet guide signs, and carefully slide warning signs to merchants and shopping malls along the street, and gave away tissue paper with the group buying information printed on them in the mall.
This meticulous advertising model has been used since the Zhihu era, and this time it has gradually brought group-building into the eyes of more people in a subtle way.
At this time, competitors are still worried about the closure of stores one after another. "What is the situation with those businesses that suddenly closed their stores?"
"They said that the order volume for group booking has been too large recently and they are too busy, so they can only reduce the channels for obtaining orders." "So they closed our channels? What is the reason for this?"
Geng Yong, the marketing manager of Lashou.com's Shanghai branch, was in disbelief. He had been cursing all morning. The broad and profound Chinese essence surrounded the entire marketing department, and the employees were so scared that they didn't even dare to raise their heads.
When a business closes a store, the first person responsible is the marketing manager. At this time, Mr. Geng is already sweating profusely.
Since the beginning of the year, Suixin Group has taken the first shot in the group buying war, taking the lead in igniting the first fire with overwhelming advertising.
In the first two rounds of competition, their largest consumption was actually the advertising war.
At that time, the role of local promotion was insignificant in the eyes of various group buying websites, because they felt that the efficiency of local promotion was too slow. At that time, all websites relied on a variety of advertisements to attract merchants and users.
Because everyone is spending money to fight for speed. If there are channels for widespread advertising, who would be willing to run it from house to house. Facts have proved that spending money on advertising is indeed faster than local promotion.
Many websites relied on advertising to harvest waves of market. At that time, merchants who signed up to open stores for the entry fee could line up from the door to the second intersection.
Even, in order to exceed the speed of competitors, many employees operate privately, allowing merchants to settle in first and then make up the agreement. Even signing on behalf of others and fake signings are not uncommon. After all, you have policies at the top, and I have countermeasures at the bottom.
Facts have proved that this approach is indeed very fast. Otherwise, LaShou.com would not have gained the reputation of being good at fast attacks. However, the quality of the merchants signed in this way is a mixed bag.
There were even speculators who opened stores specifically to get the settlement fees, and they all tasted the sweetness of that crazy speed war.
In addition, after Kang Jingtao won the Shanghai Stock Exchange, he was immediately transferred back to Kyoto for promotion and fortune. The Robin team that subsequently took over spent a long time on stabilizing the situation.
Therefore, they did not conduct detailed research on the channel's return on investment, merchant sales, including customer flow sources, and consumer types.
At first, they didn't think there was anything wrong with this.
Because the entire market belongs to them, and without strong competition, who would be idle to dig out their own problems.
But as the group launched one store after another, Geng Yong compared their activity lists and discovered that those stores were all traffic harvesters for a block or even an entire business district.
Do you think that without this merchant, only their order volume will be reduced? No, that will have a chain reaction.
Without a milk tea shop, even the dog food shop next door will be affected, and today's handler is suffering from such torture. "Manager?"
"What's wrong?"
"Mr. Luo asked you to have a meeting on the third floor. The other managers are already here." "I understand, you go ahead and do your work first."
The little secretary at the door was wearing high heels, with a timid and cautious expression on her face.
Recently, the frequency of angry outbursts among department managers has increased significantly, which has also made secretarial work very difficult.
Geng Yong pushed his chair, picked up his suit jacket from the chair, walked out of the office and entered the conference room.
At this time, the conference room was full of people, and there was a copy of the contract on the projector. At the same time, there were other copies of the same contract on the conference table.
Robin was sitting sideways, with one hand on the conference table, his entire expression dark and unclear. "Mr. Luo, I'm here."
"Old Geng, please take a seat. First, take a look at the contract in front of you. We will have a focused discussion later."
Geng Yong sat on the chair, held the contract on the table in front of his eyes, and found that the cover said "Pantuan.com Deep Cooperation Agreement."
He reached out and opened the agreement and read a few pages. His eyes gradually widened and his expression began to become astonished.
A large number of chain brands suddenly popped up at the food festival. At that time, no one knew how to do group shopping. It was Cui Yiting who told them the answer.
But now, some top merchants are suddenly turning to group shopping, closing their stores and taking a break. The answer lies in this agreement.
"Manager Wu got this contract from a friend's store. Now, we finally know why those businesses suddenly only provide online services for group bookings."
"Early on, they started to identify the merchants with the largest traffic and best reputation in each business district."
"At that time, the market in Shanghai was still dominated by Suixin Tuan, while Tuan Tuan secretly signed a gambling-like cooperation agreement with those merchants, which can also be regarded as a disguised exclusive agreement."
"They gave 10,000 yuan to the selected merchants and promised to use half a year to expand the business circle in Shanghai. If they can't do it, they won't get back the 10,000 yuan, and they will treat it as a free gift.
of."
"Hey, let me ask you, if you are a merchant, are you willing to accept it? The odds are 50-50, and you will get 10,000 yuan for nothing.
Hearing Robin's voice, all the managers in the conference room fell silent.
This amount is neither big nor small, but if it involves giving it away for free, it really touches the greedy nature deep in the human heart.
"Of course, it won't be free if it can't be rolled out, but if it is rolled out, then the contract will officially come into effect, and the contracted merchants need to give priority to group orders."
"Now that their activities have started and the contract has come into effect, the number of online orders for group bookings has surged, and all the contracted merchants have given up on orders from Lashou."
"Look at the signing time of this contract. In May of this year, group shopping had just taken over the university city market in Shanghai, and the business was not even stable. They actually laid such a foreshadowing."
"Where were we then? We didn't even have a strategy plan for the Shanghai market."
"So, the group did not regard us as opponents at all. They pushed us all the way and made it clear that no matter who it was, who would block and hit whom." Hearing this sentence, everyone felt like they were falling into an ice cellar, as if they were rushing up from the bottom of their spines.
A chill hit my head.
When Pintuan first announced that it was stationed in Shanghai, everyone was shocked by the sudden appearance of the underground push army. At that time, some people speculated that Jiang Qin had been training this team for the past six months in order to backhand everyone when they were sinking.
Attack the first-tier market. No one believed it at the time.
Why can he see from the beginning to the end of the year? Why can he bury the foreshadowing so deeply?
But when this contract was exposed, some things had to be admitted.
While everyone is quarreling and quarreling with each other, there is a dog-eat-dog website that is constantly stealing cards and grabbing both bombs and kings into its arms.
If before December, the group buying war was still a primitive money-burning war, then the series of operations in Shanghai brought Lashou.com into a high-end game.
But when he entered the high-end poker table, La Shou found that he didn't even have any cards, and he didn't even have any money.
"Are you still doing activities...?"
"It's useless to do it. The current group fight can no longer be stopped. Even if we take out all the 1.2 million in one go, it will be equivalent to wasting money."
Listening to everyone's discussion, Robin suddenly waved his hand: "The funds have been approved, how can we do it without using it? When the market is lost, when we report to the headquarters, are we going to say that we didn't do anything because we felt we couldn't beat it?
?”
Hearing this sentence, the conference room fell into silence again.
If you can't stop it, you can't stop it, but if you really don't do anything, it will be more difficult to defend yourself when you are held accountable by the headquarters later. This is the law of the workplace.
But if you do it but fail to do it, your sin will be lighter. This is called hard work without merit.
"Mr. Luo, I have arranged for specialists to conduct market research. We can screen out a group of merchants with large traffic and have not signed in-depth cooperation agreements, and organize an event around them."
Geng Yong put forward his own opinions and views, which was also the remedy plan he came up with after seeing online merchants go out of business one after another.
Robin nodded after listening: "That's a good idea. When will the list be out?" "A batch should be out before get off work this afternoon."
Robin looked at Cui Yiting: "Manager Cui, the funds for the event will be handed over to you. You will quickly make a plan based on the list provided by Manager Geng."
"Okay Mr. Luo."
complex.
Cui Yiting nodded, then looked at the copy of the "In-depth Cooperation Agreement" in her hand, her eyes became a little
No perfect skin.
The Sui Xin Tuan they created was originally the largest group buying market in Shanghai, but when they joined hands, they were immediately abused.
But today's group fighting is not as big as the Suixin group, but it can beat Lashou.com and retreat continuously, with almost no power to parry. She feels like she has been hit by dimensionality reduction, and she has a deep affection for the college student.
of fear.
At around five o'clock in the afternoon, the marketing department specialists came back. They took the time to compile a list and submitted it to Geng Yong.
So, the Shanghai branch of Lashou.com worked overtime and held another meeting.
"Although group shopping has won many popular merchants, there are still some who don't want to do what they do. This is the list we have compiled. You can take a look."
"Mei Ye KTV, Dadi Cinema, Yunshui Spa, Wagyu BBQ, Xianhui Beef Brisket Hot Pot, and by the way, there is also Xitian Milk Tea. This milk tea shop has a lot of customers. It is currently launching new products, so there is room for maneuver.
Not small."
“The most important thing is that these brands that have not signed in-depth cooperation agreements are also traffic harvesters in major business districts.”
"This is our opportunity."
Geng Yong deliberately used a pause to highlight an emphasis.
This chapter has been completed!