Chapter 406 NIO Field Double Eleven
“Buy reliable grain and oil and go to the fields of Weilai.”
"Guoliang Tunhe diced tomatoes are sweet and sour, and every bite is a treat for the taste buds - On November 11, Guoliang Tunhe Tomato Weilai Field Promotion will be 50% off."
"Crack!"
Zhao Pingyuan slapped the computer table, his face livid with anger, "This is too much!"
In the office, Marketing Director Nan Jin tried to say: "Mr. Zhao, don't worry."
"How can we not be in a hurry? The base of the wall has been dug into the inside!"
Zhao Pingyuan looked at the people in the marketing department and said, "If you use your own brand to go to other people's websites, this is a slap in the face of my website!"
Nan Jin said calmly: “I also sell canned tomatoes on Maimai.com, and it’s hard to say how effective Weilai Tiantian’s promotion is!”
“My Mr. Nan, I’m so excited!”
"Who has the habit of online shopping now and doesn't know about this event?" Zhao Pingyuan said anxiously: "As soon as this event is launched, all users outside the I-buy.com system will not be allowed to run away?"
"There is nothing we can do, Mr. Zhao." Nan Jin was quite helpless, "The budget is only so much."
Zhao Pingyuan suddenly felt a headache.
Womai.com is a project carefully prepared by Guofang, and the group attaches great importance to it, with funds, products, etc. all in place.
However, there is an opponent who has been working on this track for several years and is unreasonable.
Advertisements related to Double Eleven are all over the Internet.
The most irritating thing is that Tunhe Tomato, a brand within the national grain industry, has been taken away, and it’s not even a slap in the face!
It’s not too late to apply for marketing funds, but it’s difficult to get approved for this intensity of investment.
Doesn’t the input depend on the output?
"Keep an eye on it!" Zhao Pingyuan said: "I hope the effect of Double Eleven is not ideal."
Zhao Pingyuan had just returned to his office when the phone rang. When he saw it, it was his former colleague Fang Hong, now the general manager of Fulinmen.
"Pingyuan, tomorrow is Weilai Tianjian's Double Eleven promotion. Is there any new activity on Maimai.com?"
Zhao Pingyuan composed himself, "There are always activities!"
"30 yuan off for purchases over 150? That's not useful. In Pingyuan, Weilai Field is directly half price, and we can give you more subsidies."
Zhao Pingyuan raised his eyebrows and said, "Why don't you give me a little profit from Fortune? Not half price, just 20% off."
Fang Hong smiled, "Now offline grain and oil sales are booming, and the price of cooking oil has been rising. It's hard to make some money, but there will be no discounts. Moreover, it's hard to say how well online grain and oil sales will be."< br>
Zhao Pingyuan: "..."
I am not optimistic about the e-commerce sales of grain and oil, but I am always paying attention to every move on Double Eleven. Is the fear of death in the grain and oil industry so serious now?
“I don’t have the budget to buy the Internet.”
"Even if there is, it is nowhere near as powerful as Jiahe, so we can only avoid it."
Zhao Pingyuan finally retorted in a nonchalant manner, "Bless yourself, now I can only hope that Weilai Tianjian will not sell too well!"
…
NIO Tianjian’s Double Eleven promotion has already attracted the attention of Taobao Mall President Zhang Yong, from pre-heating to large-scale publicity.
Like the history of the original time and space, Taobao Mall also launched a Double Eleven promotion, but it was also a helpless move.
Lin'an, in a conference room in Alibaba.
Zhang Yong, Dai Shan, Taobao Mall Chairman Zeng Ming, Alibaba Chairman Jack Ma and others were all there.
Zhang Yong looked solemn, "Nio Tianjian not only carried out large-scale publicity, but also provided 100 million yuan in channel subsidies to merchants participating in the promotion.
In contrast, Taobao Mall's efforts are extremely limited. ”
Zeng Ming asked: "Where did Huinong get this money?"
"The parent company injected capital." Zhang Yong said thoughtfully: "I heard that after this incident, Huinong.com is likely to start financing."
As soon as these words came out, the atmosphere at the scene solidified a bit, and even Jack Ma frowned.
Financing means that Huinong.com is likely to want to break out of the agricultural industry and enter a larger market.
Lu Zhaoxi, vice president of Alibaba Group, looked at Jack Ma at this time.
"It's time for Taobao to learn from Huinong.com and separate its B2C and C2C businesses. This kind of management and operation advantages are obvious."
Compared with Huinong.com and Weilai Tianjian after the split, Taobao Mall, which focuses on B2C, is only a section developed within Taobao.
"Why don't you wait a little longer and take a look at the effect of Double Eleven?" The person who spoke was Lu Shan, who is in charge of the public service platform.
"That's right. Don't look at Huinong's roar on Double Eleven. It's hard to say how effective it will be!"
"It is both publicity and distribution, and it is also subsidizing brand owners. In this way, Huinong.com has invested a lot, and it is difficult to say that the brand owners participating in the promotion will definitely make money."
"Just wait for one more day, don't rush this day."
Opinions vary.
Sudden.
"Demolish it!" Jack Ma said loudly, "No matter what the result of Double Eleven will be tomorrow, it must be demolished! Ali must stay alert and innovate at all times!"
Lu Zhaoxi smiled and said, "The B2B of Huinong.com and the B2C of Weilai Tianjian have indeed improved their efficiency after the separation."
Jackma asked again: "What do you think of the outcome of tomorrow's Double Eleven?"
"It's hard to predict, but it's very difficult to get more income than the investment." Lu Zhaoxi said.
Jack Ma nodded, he thought so too. Double Eleven is not only a first time for the platform, but also a first time for all consumers.
Weilai Tianjian wants to become famous instantly, but it’s not that easy!
…
This was destined to be a restless night.
There have been heavy snowfalls in many places in the north for many days in a row, and the south has also ushered in a cold wave ahead of schedule!
Countless people and cats stay at home and don't want to go out. They sit on the computer or hold their mobile phones, surfing the Internet, and then they all notice a piece of information.
At midnight tonight, NIO Tianjian Double Eleven will be online.
This online shopping promotion, which has been warmed up early and has been promoted throughout the Internet in recent days, has already attracted full attention, and countless online shopping users are gearing up.
Major brand merchants are also making final preparations with trepidation.
Gui Province, Nanning, Long'an, the office of Jinsui Agriculture, which specializes in banana business.
Several staff members were fiddling in front of the computers. Chen Jinsui, the boss of Jinsui Agriculture, kept walking back and forth, and the atmosphere seemed a bit solemn.
After a while, one of the guys wearing glasses took a moment to take a sip of water.
Chen Jinsui then asked: "Gong Zhao, are you sure this time?"
"Do your best."
The man known as Zhao Gong said: "Not many people bought bananas through e-commerce in the past, but this time I did everything I could."
"Please." Chen Jinsui said sincerely: "This banana market cannot be delayed any longer."
"It can't be delayed any longer."
That's right, the bananas of my old friends are unsaleable again.
Even though he has seen many scenes of slow sales, Huinong sales agent Zhao Zhiye is quite helpless.
The old cousins are really in trouble.
Due to the increase in planting area and the promotion of improved varieties and methods, the banana harvest of the old cousins has ushered in a bumper harvest.
However, the recent heavy snowfall in the north and the cold wave in the south have cast a shadow on the sales of bananas, and the prices have been falling all the way.
The average price in late October was 1.4 yuan/kg, and in early November it was only 0.9 yuan/kg. Now it is generally 0.6 yuan/kg.
According to years of experience, long-term ice and snow weather in the north will reduce consumers’ demand for bananas. Consumers are reluctant to go out. Where can they buy bananas?
Traffic in the south will also be partially blocked.
Jinsui Agriculture is pretty good. Since it has built a cold storage and has been following the route of scale, standard and brand, it still sells at 1.7 yuan/kg.
But no banana farmer would like slow sales.
Jinsui Agriculture may also be affected at any time, but the emergence of NIO’s field e-commerce has given Chen Jinsui a new attempt.
Like him, there are other places in Guangxi Province that are paying attention to the promotion of NIO Field.
It is said that the leaders above are also concerned about the unsalable bananas in Guangxi Province. If there is no way to solve the problem, the old cousins will show their faces across the country again.
NIO’s online shopping in Tianjian gives new expectations.
In the capital city, the cold wind howled and heavy snow covered the streets.
The office floor of Huinong.com is still brightly lit, and the final checks and vacancies are being carried out.
Guo Yang and Qu Sheng also wandered around from time to time to encourage everyone. It was almost 11 o'clock before they returned to the office and made a cup of tea to relax.
After Qu Sheng entered the door, he sat in front of the computer.
Guo Yang took a sip of hot tea to soothe his mood, and then made a cup for Qu Sheng and brought it over.
"Nervous?"
"Of course I'm nervous!" Qu Sheng also took a sip, but was so burned by the scalding tea that he grinned.
"This time we have made great efforts. There are many local brands participating and so many resources and funds have been invested. If it fails to meet expectations, it will be a fatal blow to Huinong."
Affected by the financial crisis, even the leading platform Alibaba has experienced dismal performance.
But this time, the Double Eleven led by Weilai Tianjian has almost all the chips of Huinong.
Once it falls short of expectations, not only the financing prospects will be worrying, but also how to proceed in the future is also a big problem.
Qu Sheng was very anxious, but Guo Yang was slightly calm.
One is to have confidence in the Double Eleven event, and the other is to have confidence. So what if the promotion is not as good as expected?
Just keep it with Jiahe!
But when the words came to his lips, they changed, "Come on, the time to reap the results will come soon."
At this moment, Fengkai’s agricultural machinery and drones, Jahwa’s Herborist and Yuze, Jiahe’s grains, oils, rice, noodles and meat, Jixiaobai, Jingning apples, Tunhe tomatoes...
And finally brought in clothing, home textiles and other brands.
There are more than 1,700 participating agricultural product stores alone, and almost all the agricultural products you can think of can be found in promotions.
…
In a community in Shanghai, relevant news was broadcast on TV.
"Recently, various departments have launched joint operations to combat the recycling of waste grease..."
"Too outrageous!"
"Bang!"
A pair of big hands slapped the sofa, and the middle-aged couple watching TV were disgusted by the paste on the screen.
"Who dares to eat out now?"
"So try to eat at home or in the workplace canteen." Fu Shan, the woman, said, "I'll cook it for you."
"This is the only way." The middle-aged man shook his wife's hand, "It's just you who have to work hard."
"It's okay."
After reading the news, the man said: "Let's go and rest."
"You go first, you have to stay up late tonight." Fu Shan said: "There is a grain and oil promotion online, I have to stock up on more tonight."
The man thought for a while and asked: "Just the Double Eleven event in the field?"
"Yes, there are a lot of high-quality agricultural products participating in the promotion today, especially grains, oils, rice and noodles. They are all branded products!"
“Jiahe’s grain and oil is indeed guaranteed, but do you know how to shop online?”
“Hey, I know how to steal food, but there’s nothing I can’t do about online shopping.”
After the man went to bed, Fu Shan also came to the computer and opened the Weilai Tianjian page, waiting and calculating.
Out of her trust in Jiahe, Fu Shan wanted to buy a lot of goods this time, and the total amount amounted to several thousand yuan.
You can save a lot with this promotion.
Finally, zero o'clock arrived.
Fu Shan, who had been preparing for a long time, clicked checkout immediately. After a slight lag, the shopping cart was completely emptied.
Inexplicably, it’s a little fun!
At the same time, the building of Huinong.com was also busy.
As midnight approaches, the number of visits to Weilai Tianjian suddenly increases. As soon as midnight arrives, the pressure on the entire server reaches its maximum.
The number of orders is also pouring out at this moment.
The turnover per second is tens of thousands of yuan!
Guo Yang could feel this restlessness just sitting in the office.
In less than 10 minutes, the transaction volume of NIO Tianjian’s entire platform exceeded 100 million yuan!
An hour later, Qu Sheng’s ecstatic voice came again, “The transaction volume exceeded 300 million yuan in the first hour!”
Guo Yang smiled and said: "Congratulations."
"Drones have made a great contribution!" Qu Sheng said excitedly: "Fengkai's orders for drones are beyond imagination! Coupled with the price, sales are soaring!"
"The heat in the early morning is probably going to subside." Guo Yang said: "We will continue during the day tomorrow and maintain the publicity output."
The turnover in one hour was 300 million yuan.
This is undoubtedly a successful number.
It is not in vain that Huinong.com has invested so many promotional resources, and the major brands of Jiahe have also made sufficient profit concessions for this purpose.
Especially drones.
Participating in the Weilai Weibo topic event will give you the opportunity to purchase a phone for 1 yuan, with a 50% discount on the entire site... The popularity of the event has already reached a peak.
Plant protection drones that originally cost 100,000 yuan and aerial photography drones that cost nearly 10,000 yuan can now be purchased for 50,000 yuan or 5,000 yuan.
Let countless people look forward to it.
Then, it broke out at this moment. During the day, it still snowed heavily.
Many people went to work in the snow as usual, but something seemed different.
After some people arrive at the office, they first browse the news. There are still many reports from various places about the crackdown on gutter oil and the destruction of underground dens.
Netizens were also outraged, but something seemed a little different.
"Hey, Sister Zhang, did you go to the Weilai field last night?"
"Go ahead and buy some cooking oil." Sister Zhang said with a smile: "This is the first time I buy oil online to see the effect."
"That's definitely much better than gutter oil."
"Yes, it is a big brand after all."
More and more people finally discovered something was different, and NIO Tianjian’s Double Eleven promotions started.
There are more billboards on the streets, bus stops, outdoor advertisements, building elevators, and even pop-ups pop up on the Internet to remind you that it’s time to go shopping.
Okay, let's go and have a look.
As soon as I entered the Weilai field page, a huge "50% off the entire site" popped up. The sales exceeding 300 million in the first hour stimulated many people's nerves.
On NIO’s Weibo, the topic of Double Eleven promotions also exploded.
Breaking 300 million in a single hour!
Drones are selling like crazy!
Slow-selling bananas in Nanning sold tens of thousands of orders!
Small grains from Huan County, a small county on the frontier of the desert!
Someone was able to order a drone for 1 yuan by participating in the event!
The topic of Double Eleven is almost overwhelming.
This popularity has also spread to portals such as Huinong.com, Sina, NetEase, Tianya, and Penguin.
Coerced by this kind of heat, and with issues such as waste oil and food safety emerging one after another, more people began to flock to NIO’s fields.
Sales are also rising steadily.
Nanning, Longan.
When he heard that Jinsui Agriculture sold tens of thousands of orders in one night, the Guangxi Provincial Department of Agriculture couldn't sit still.
Agricultural export leader Zhang Mingpei came to the office building of Jinsui Agriculture.
At this time, in the cold storage, workers were already busy sorting and packaging, and the figures were longing.
The accompanying county leader asked: "Chen Jinsui, you sold tens of thousands of bananas last night. What was the price? How many have you sold now?"
Chen Jinsui looked at the people coming and said: "Last night, we sold more than 50,000 orders, more than 200,000 kilograms of bananas, and sales of 300,000 to 400,000 yuan. As for now, I haven't gone to see it yet!"
"How can you not pay attention to such an important thing."
"The platform said that packaging and delivery are also very important. Whether we can retain customers for a long time depends on this time. If we do it well this time, users will continue to place orders."
Zhang Mingpei nodded, "Yes, don't be careless about packaging, and try to make him a long-term business!"
More than 200,000 catties were sold in one night! Three to four hundred thousand yuan.
This is just a store!
Zhang Mingpei was so excited that he went to the office to have a look. It turned out that only three or five people had managed to achieve such a huge sales volume.
Double Eleven may only be one day, but this way of selling bananas can do more.
Preliminary estimates indicate that out of the 1.15 million acres of bananas this year, at least 600,000 acres are still on the trees, waiting to be picked.
Being able to leave part of the way first is only part of it!
…
Magic City.
Jiahua conference room.
Ge Wenyao, Wang Zhuo, Song Guihu, Chen Zhicheng and others gathered together.
Wang Zhuo asked: "Old Song, did you ever have any regrets?"
"Even if there is no brake, Herborist's online sales limit is only three to four million yuan, which is as high as the sky."
Due to the opposition of offline channel dealers, Herborist's online promotion was put on the brakes at the last moment of the publicity sprint.
However, Song Guihu still insists that offline channels are more important.
Ge Wenyao agrees with e-commerce. He is also a loyal user of Weibo and knows that Double Eleven is very popular on online platforms.
But Herborist is indeed one of the basics.
"Where's Yuze?" Ge Wenyao looked at Chen Zhicheng, the person in charge of the Yuze brand.
"The order volume for the three products has exceeded 5,000." Chen Zhicheng smiled and said: "Quan Wang is already urging new products."
"Hey, it's more urgent than us." Ge Wenyao also smiled with satisfaction, "But the products are indeed a little lacking. If it weren't for the cooperation with Quan Wang, Yuze would still only have one moisturizing milk product. Shiseido's DQ series, as soon as it was launched Cosmeceuticals are 25 products. ”
Wang Zhuo on the side also smiled.
"The product positioning has also been improved. Originally, Yuze Moisturizing Lotion was planned to be priced at 88 yuan, but now the pricing range has been raised to 200 to 360 yuan. It is completely in head-to-head competition with Vichy, Avène and La Roche-Posay."
“The price is the same, but you have to believe that Yuze’s products are better!”
"Yuze's remaining products will also be accelerated."
"Indeed, the three products are too stable."
"Quan Wang urges new products, doesn't he just want to speed up the pace of acquisitions?" Ge Wenyao said loudly: "I will shamelessly urge the State-owned Assets Supervision and Administration Commission again."
Yuze was officially launched less than a month ago, and the feedback from all aspects has been good. Now its online performance has given him peace of mind.
If the remaining products are launched earlier, they can seize the market earlier.
There are also other brand series. As long as Jiahe comes in, it will definitely be able to launch more competitive product series.
Song Guihu, who was in charge of Herborist, was stunned when he heard the discussion about Yuze.
The order volume of the three products has exceeded 5,000, which is 15,000 orders. Even if each order costs 200 yuan, it is still 3 million yuan!
There's still half a day left!
At this moment, Ge Wenyao's phone rang, "Hey, Jiahe can't bear it anymore, it's Mr. Guo calling."
"Mr. Ge, Yuze has made a good start. Can we start the next step now?"
"Haha." Ge Wenyao smiled, "Jiahe is so confident!"
"Actually, I'm not that confident. King Quan has been in contact with Han Shu and Proya!"
Ge Wenyao froze.
"At the end of the year, Jahwa will definitely be put up for sale."
"It's a deal, I'll wait for you for more than a month, Dududu..."
"I said before the end of the year, not before New Year's Day..." Ge Wenyao said in a daze: "That's all, it should be done in a month."
…
Beijing.
The heavy snow was still falling, and Guo Yang listened to Qu Sheng's report.
"As of 12 noon, the brands with the highest sales are Fengkai and DJI, both of which are far ahead, with sales exceeding 50 million yuan."
"Others, there are still a few that have the potential to exceed tens of millions in sales."
“Most of the agricultural products have a sales volume of only a few hundred thousand, but there are so many shops that can’t support it!”
Guo Yang immersed himself in looking at the data produced by Rough Rules. The most dazzling data were Fengkai and DJI.
But the potential of agricultural products cannot be ignored.
Guo Yang mused: "We got a call from the Guangxi Provincial Department of Agriculture. It's freezing and snowy in the north, and the unsaleable trend of bananas in Guizhou Province cannot be stopped."
"The promotion has been postponed, and Zhang Wen is already contacting wholesalers on Huinong.com," Qu Sheng replied.
Bananas in northern supermarkets generally sell for 3 to 4 yuan. Even with a 50% discount, there is still a profit without platform subsidies.
At least it's better than rotting on trees and in homes.
After noon, NIO Tianjian once again announced its Double Eleven sales: 873 million!
This indicates that the single-day transaction volume will definitely exceed 1 billion yuan!
Those who followed the promotion were stunned by the popularity.
People gathered around to watch.
In the afternoon, sales increased steadily, and in the evening, the first Double Eleven event once again ushered in its peak period.
If you choose during the day, place your order directly.
I was spoiled for choice even if I didn’t choose well.
People surfing the Internet will be hit by various advertisements at any time. Under the temptation, there are always people who can't help but jump to Weilai Tianjian.
Guo Yang spent the afternoon and evening on various phone calls.
It wasn't until the dust settled that he ended his busy schedule, and NIO Tianjian also gave a jaw-dropping result.
The transaction volume was 1.936 billion!
The number of orders is even more eye-popping. The number of orders for agricultural products exceeds 19 million, with an average order amount of about 85 yuan!
The sales of agricultural products in a single day exceeded 1.615 billion yuan.
The remaining products include drones and agricultural machinery, with a total sales volume of 321 million yuan!
Guo Yang looked at the statistics given immediately.
In addition to NIO Tianjian’s platform advertising, Jiahe’s sub-brands have also been preheating for a long time through various online channels.
The final result was also the most dazzling. The Fengkai series broke through 100 million yuan and came out on top.
Several other subsidiaries such as Jiahe Cereals and Oils, Jixiaobai, and Hexi Milk also exceeded the 10 million mark.
Jiahe Grain and Oil's sales exceeded 20 million yuan, driven by the gutter oil incident.
In addition to the Jiahe series, Jahwa, Vancl Eslite, Home Textiles, etc. also performed well.
"Tuenhe tomato sales are 6.23 million yuan?"
"Yes." Zhang Wen, who was familiar with the situation, also found it funny, "Tunhe tomatoes have a good reputation. In addition, this may be the only canned tomato brand."
They even advertised...
Guo Yang muttered: "Whatever, there's something good to watch now."
Soon, the results of NIO’s Double Eleven promotion were made public.
And quickly became a new hot spot.
1.936 billion yuan, more than 20 million orders, and the number of orders for agricultural products exceeds 19 million... No matter which number is enough to trigger heated discussions in the industry.
Brand owners who refused to participate in the promotion were already slapping their thighs with regret.
NIO's development of fresh food e-commerce has also made other platforms ready to take action, while opponents on the track are terrified.
In the office where I buy a website, there is a cold wind outside the window. The lights are bright inside, but the atmosphere is eerily quiet.
Zhao Pingyuan's eyes were as bright as fire, "Why didn't everyone say anything?"
After a while, someone said in a mosquito-like voice: "The gap is too big."
1.936 billion yuan is a number that is beyond the reach of Womaiwang. Reaching this transaction amount in a year is considered a success, let alone a day.
"It's a good thing to realize the gap, but don't be completely discouraged." Zhao Pingyuan muttered: "National grain has institutional advantages."
After some persuasion, the people from Guoliang dispersed.
Zhao Pingyuan stayed at the end and looked at the list. The single-day sales of 6.23 million Tunhe tomatoes stung his nerves.
One family is happy and the other is worried.
Somewhere far in the northwest, there was a burst of lively applause.
Early the next morning, Taobao Mall also coyly announced the day's transaction volume.
Unlike the 1,000 or 2,000 promotional stores in NIO, Taobao Mall only has 27 brands participating in the 50% off promotion.
In a hurry, we also achieved results of over 50 million yuan.
Without Weilai Tianjian, this result would be considered good, but in comparison, it is a bit unsatisfactory.
The potential of Weilai Tianjian has also been seen by many investment institutions.
The calls continued throughout the day.
Sequoia, IDG, DFJ... are all well-known investment institutions.
However, Guo Yang had no intention of participating. The specific matters were left to Qu Sheng and Shiguang's Yang Cheng. He only needed to know the results.
Huinong.com will not release too many shares.
He paid more attention to Guizhou’s request for help.
On Double Eleven, banana merchants in Guangxi Province sold a total of 200,000 to 300,000 orders and more than 1 million kilograms of bananas.
But compared with the unsalable 600,000 acres, more than one billion kilograms of bananas are still a drop in the bucket.
This matter has become more and more influential, and has even received instructions from high-level officials.
“NIO placed an advertisement on banana promotion at the top of the field, and also explained the reason, and the price remained at 50% off.”
"Huinong.com also needs to contact wholesalers in various places and use Jiahe cold chain logistics to deliver goods."
Instructions were issued one after another.
In just one week, the unsalable bananas in Guangxi Province were greatly alleviated.
Huinong.com once again received commendations from many departments, and its platform image has been significantly improved.
It was also at this time that Guo Yang received an invitation from the compound.
(End of chapter)