Jumei Youpin 301 big promotion questioning sound bed miracle

With the promotion of Jumei's 301 promotion, 2013 e-commerce has just experienced a fierce price war. The smoke hasn't been cleared up yet, and there have been articles that broke the news. “Despite the fact that the two US companies have been full of gunpowder flavors and are quite competitive, the pattern of cosmetics vertical e-commerce has been fixed and there is no suspense on the platform. The music bee as a platform Its sales are actually only 4 to 5 times of the United States.” Although there is no way to verify the authenticity of this data, the author learned from Jumeimei that after 3 years of actual sales, Jumeiren’s hard work exceeded 1 billion yuan, creating The new record of China's vertical electricity supplier.

Although the performance is outstanding (sales performance has created the highest peak since the founding of Jumei, and also created the highest peak of a single station in the history of China's e-commerce industry), popularity has exploded (the Baidu Index has exceeded 1 million). However, the writer believes that the 301 big promotion is a difficult and very unpleasant victory for Jumei. In this regard, after understanding the situation in multiple parties, and in conjunction with the author's own ideas for the scramble for the promotion, to share with you.

Gorgeous and tragic 301 big promotion

It is not at all an exaggeration to describe the 301 Grand Prix with excellent and tragic strength.

The reason why he said that he is gorgeous, whether from the previous "Chen-Europe" advertising publicity rally, the popular network, or Han Gengzhuan star help out, have already accumulated high popularity for the United States. The Baidu Index of Jumei Youpin has soared to 300,000 on the day of the big promotion, leaving opponents far behind. Fully demonstrated the high enthusiasm of consumers.

The forced promotion of three-day sales promotion can also be described as gorgeous, not only creating a record of breaking sales of RMB 1 billion, but also refreshing the Baidu search index of Tmall on the 2012 “double 11” promotion day, becoming 2013. The brightest year-long promotion activities in the year, chain drive affected the overall outbreak of the vertical beauty makeup e-commerce market, according to incomplete statistics, driving up to nearly 3 billion in the short-term beauty market sales, a miracle .

However, this promotion is extremely tragic. Well-known reasons, big promotion, the United States server overwhelmed, almost led to embarrassment. Jumei had to adopt current-limiting measures. According to the data provided by the Jumeimei Technology Department, not only did the traffic volume stay high on March 1st, but the traffic to the United States on March 2nd and 3rd was still impressive, reaching 15 million people. It is far beyond the expectations of Jumei Premium Products before the big promotion.

At the same time, the forced extension of activities due to their own causes has virtually increased the operating costs of Jumei's various aspects, as well as the transfer of corresponding product profits. The average working time of all Jumei people, including Chen Ou, has exceeded 18 hours in the past week. Although it was the last laugh, it almost overdrawn itself and was not tragic.

So where is the root cause of this promotion problem? What makes it come to the end? After thinking about it, I think there are mainly the following points:

The source of the problem: lack of experience, inadequate preparation

In fact, Jumei 301 is not perfect. The most important factor is that Chen Ou and his team did not have experience in the operation of super-large-scale promotions. Therefore, the deployment and preparation of the entire 301 promotion were insufficient. Compared with the efforts in television advertising and online publicity, the support of hardware and software obviously has not kept pace, and it has almost caused disaster.

The final winning factor:

1) The CEO calmly responds without confusion

For this Jumei 301 big controversy, the young CEO Chen Ou apparently has to bear most of the responsibility. For Chen Ou, young and young people are undaunted. Both the previous Gumei ads and the recent “Chen-European” show that they have consciously intensified their personal image propaganda, but the degree of association with the content of the Jumei brand has Really bad. In addition, the lack of preparations for the big promotion can also reflect that it is still too young in this respect. The predictions for many issues are too optimistic, including the bold remarks released earlier. “Technicians each put a knife and they have problems. ..." explains this point. This is its problem.

However, it is undeniable that as the CEO, Chen Ou is qualified. At the first time when problems occur, Chen Ou withstands the pressure and leads this powerful combat team. He fights in the front line for three days and three nights. Chen Ai has taken the lead and continuously researched solutions to the problems.

What is even more commendable is that the author has learned that at a critical juncture, Chen Ou not only acknowledged the mistakes in the high-level meeting, but never criticized any employee from the beginning to the end. This disposition is still very much appreciated and admired. . At the same time, the author believes that the setbacks caused by the 301 promotion are a good thing for Chen Ou himself, and eating a long shot of wisdom will not only benefit Chen’s future.

2) Positive response, communication users

Faced with the pressure from the Internet and public opinion, the Jumei team did not respond negatively and all kinds of repudiation. Instead, it positively faced the user's doubts and dissatisfaction. The first microblog from Chenou apologized, and two days after the event was postponed, all offers and vouchers were valid, and the order user was promised to free express delivery in March. Jumei’s positive attitude has made the vast majority of users change from anger to calm and then become gratitude and appreciation. It is not unsuccessful. Although there are still many places that are not in place in details, this kind of sincere attitude has already gained the trust and support of the users.

3) Competing goods from the chaos, diverting public pressure

Originally borrowing Jumei 301, the other major competitors have made corresponding deployments, and they have indeed obtained a share of the pie after meeting the US situation. However, it is a pity that the relevant competing products have also made the same mistakes as those of Jumei. The enthusiasm of the consumers of this activity was not enough and the preparation was inadequate. Taking a certain brand as an example, the author and several friends turned to the brand e-commerce after failing to land in the United States. After receiving the order, they received a text message to the effect that the product was incomplete due to insufficient preparation and it took about two days. Time allocation products. It also triggered the accusations of many netizens. At the same time, there were brands that were broken out by netizens and used this activity to clear the backlog of inventory. This series of self-disorganized acts has objectively shared many public opinion pressures for the United States and has played a significant role in the eventual victory of Jumei.

Looking at the smoke gradually dispersed, Jumei 301 big promotion ended, leaving us with many thoughts, I believe that 301 big promotion is not just Jumei superior products, or a beauty contest e-commerce sales promotion battle, This is a microcosm of the overall rapid development of the e-commerce industry in 2013. In the face of a serious homogenization of China's e-commerce industry, how to develop similar brands, how to avoid malicious competition, and how to achieve the ever-lasting industry of the overall industry are all issues faced by colleagues in the industry.