During the Double Eleven period, although Qian Lai didn't calm down much.
However, because Qiao Feijia's explosion coefficient is too high, Qian Lai's negative review strategy has completely failed.
Some "messy" measures are still going on, and experienced people will pay more attention to them, but after all, not everyone is so foolproof. If they make a slight mistake, the Qiaofei family will catch them during chats or phone calls.
After that, I went through the process and was blocked from my account by the platform waiter.
When it comes to small and medium-sized businesses, the platform waiter may be biased towards consumers.
But if the evidence chain is complete and it is a large merchant, it is normal for the disposal method to be biased towards the merchant.
After all, having fewer of these “professional anti-counterfeiters” will not cause any losses to the platform, and can even improve the business environment for merchants.
But without the Qiao Fei family, the daily operations of the Qiao Fei family would have lost tens of millions, hundreds of millions, or even more.
Therefore, the final result is that with the help of the waiter on the platform, Qian Lai's team was unable to come up with a better method in a short period of time.
No matter how urgent it is, it's useless.
As for Liu Bin, he has no time to care about this at the moment.
I conveyed Wu Zhou’s intention to the after-sales department. If this kind of thing cannot be done well, a team that can do it well will be replaced later.
From then on, no one from the after-sales department came to Liu Bin to complain about being tired.
After all, the Qiao Fei family's salary is considered high in the entire Yuncheng, and the benefits are complete.
Not stupid.
Just want to be lazy.
Liu Bin also understood through this incident, "Compassion does not control soldiers, and righteousness does not control wealth."
On Double Eleven, most people in the company need to work overtime.
The company has some sleeping bags, tents, etc., as well as some vacant conference rooms, and snacks have been converted into lounges, where everyone takes turns to rest.
Guaranteed to be online 24 hours a day to handle emergencies at any time.
After all, if there is any loophole in the promotion set up, this customer order will cause a huge loss accidentally.
The order amount and payment quantity will be followed up and calculated in real time to ensure that there are no problems.
In most cases, at the beginning of Double Eleven, consumers place orders without thinking. The orders are placed in advance. After taking individual photos, they ask when the goods will be shipped.
As for the warehouse, with the intelligent system, when the order comes out, the warehouse is already packing it.
SF Express also stayed up late. In the middle of the night, semi-trailers arrived at the warehouse of Wuzhou Company, and the whole family mobilized to pull goods.
At the same time, Qiao Fei's office lobby.
There is a big cake on display, surrounded by various fruit drinks, pastries and snacks, etc., you can eat as you like.
There is a projection in the hall. As soon as 0 o'clock arrives, yesterday's sales are cleared and the sales data of the Double Eleven day is updated in real time.
Although the sales in the first ten days of Double Eleven are good, the most important thing about Double Eleven is the day of Double Eleven, which is also the day when sales are the highest.
And the base number is also different. The daily sales volume before Double Eleven was between 00,000 and 0,000.
But the sales on November 10th reached 160 million.
More than 6 times more than before.
As for the three major players in the industry, they are now about three times as big as the previous two. This is based on the premise of large-scale activities and various marketing promotions during this period.
As for ordinary merchants who don't have much money, especially on the 10th, it would be good if their sales can be almost the same as before.
After all, there will still be consumption suppression during Double Eleven.
Moreover, the large amount of marketing expenses invested by leading merchants will further squeeze the consumer market of small and medium-sized merchants.
However, most small and medium-sized businesses actually don’t care too much about this.
Because this year, the domestic consumer market is still in an incremental market and growing rapidly.
So the result is that if the head eats meat, small and medium-sized businesses can also follow suit.
Have some soup.
At the moment, leading merchants such as Little Mouse Family and Liangjia are all in similar working conditions.
The office is brightly lit.
"Everyone will follow up on the event price and inventory. It's the last day. I know everyone is working hard. After Double Eleven, everyone will take turns to take three days off."
"Let's sprint again. As long as we keep the pace under control, we will still be number one in the country this year." The boss of Little Mouse Family encouraged in the office.
"Okay." Everyone in the office responded loudly.
Responding to your boss is also a way to cheer yourself up.
After the Qiao Feijia Tmall store's sales were later divided into three, although the total performance has been rising, the growth of single store performance has slowed down a lot.
In fact, the little mouse family was not so stressed before the Double Eleven event started.
Because so far, the total sales of Little Mouse online and offline are about 8.2 billion. In November, we can finally sprint to 78 to 8 billion without any problems. Finally, in December, we can sprint to distribute a wave of new year gift boxes. This year, selling tens of billions will not be a big problem.
Qiao Feijia currently only deals in mainstream channels and does not have many products, but they distribute goods through all channels. Mainstream and non-mainstream e-commerce channels, and even some banks’ app stores and supermarkets are available.
Also this year, after its launch, offline mainstream supermarkets, large convenience stores, mouse-themed specialty stores, etc. were launched, and the product was distributed on a large scale across the country.
As of now, by the end of last month, offline sales have reached 810 million. If nothing else, this year, offline sales can contribute at least 1 billion+.
It is very possible to expand to more second- and third-tier cities next year, with an additional 1 billion increment.
After all, the largest domestic market share is still offline.
Therefore, in terms of pure Tmall store, although Qiao Fei's family has surpassed them, the total amount of money is still higher than that of Qiao Fei's family.
The data analysts in the company have been following up and calculating that in the snack category, as of October, Qiao Feijia snacks had about 4.3 billion.
There is still a big gap between them.
But after the Double Eleven sales started.
Qiao Fei's house suddenly sold for 1.8 billion. No one expected this amount.
Later, the operations department reviewed the review and concluded that the Douishou channel brought many new fans from passers-by, several videos from Qiao Fei’s family became hits, and brand search terms began to soar at the end of October. .
Although Qiao Feijia's performance was also growing during that period, it was far less than the growth rate of brand hot searches.
I originally thought it was just a wave of Internet celebrity traffic, but it actually kept driving down Qiao Feijia's traffic conversion.
Unexpectedly, most of this last wave of traffic seemed to have turned into additional purchases. These popular traffic actually added products to the shopping cart.
Therefore, this is the reason why Qiao Feijia’s performance exploded far beyond that of its peers during Double Eleven.
They also want to copy, but after seeing the content, it is too difficult to copy.
The most I can do is take more videos of product ingredients, and what international awards a certain snack has won.
However, after these videos were released, the splash was very small. Even if they invested money, not many people watched them.
On the last day of Double Eleven for Qiao Fei's family, even if it hasn't started yet, it is estimated that the guaranteed sales will be 300 to 400 million yuan, or even more.
In the remaining 19 days, sell another 600-700 million?
In other words, in November, Qiao Feijia’s single snack sales are estimated to be around 3 billion?
If this trend continues in December,
In the past two months, only through online communication, we have made a big comeback?
This is their first year on the market, and they are known as the number one snack stock. They have only been on the market for a few months, and they are already No. 1?
When the time comes, the stock will not fall to the lowest limit?
Therefore, during Double Eleven, their marketing expenses are increasing.
The intensity has also been repeatedly expanded.
The purpose is to rush forward and not lose.
As for the good family
"Everyone, please stop what you are doing. Now, most of the backends have been locked up, and there is very little we can do.
"On the last day of Double Eleven, I know that everyone is very concerned about the growth of Qiao Fei's family during this period. It is also very stressful because of it."
"Actually, during this period, I was also thinking about how to deal with it. Finally, I gained a little bit and would like to share it with you."
"As for us, we should have a broader vision and don't regard the Qiaofei family as just our opponents. In fact, we should be more grateful to the Qiaofei family."
“The market for snacks is huge and requires a lot of brands. We just have to be ourselves. In fact, we don’t have too direct competition with Qiao Fei’s family. After all, their products are indeed a bit too expensive. "
"Of course, expensive is not a derogatory term. In fact, we ourselves know that their products are really good. But the price is there, and there are actually only a few people who can afford that price."
"Actually, the consumers ignored by Qiao Fei's family are the real majority?"
"Furthermore, have you noticed that due to the popularity of Qiao Fei's snacks, the overall customer price of snacks has been increasing. For many types of top items, the previous low-priced and low-quality products have disappeared."
"This is our chance."
"Qiao Feijia's products are mainly targeted at daily high-frequency purchases by high-income groups."
"As for us, targeting the middle- and high-income people, these are the best consumer groups in the country."
"Actually, there are many examples around us. For example, some luxury cars that boys like, or some cosmetics that girls like, the parent companies are all affordable companies or were acquired by affordable companies."
"So, we must also have confidence, grasp our own rhythm, and make every product in hand. Don't be messy. The outcome of the future is uncertain, and everything is possible."
The boss was calm and composed on the stage and spoke seductively.
The employees present felt a lot more lively at least at this moment.
I also saw the direction of work.
"The future is promising."
Some people even clamored to acquire the Qiao Fei family in the future.
The good boss walked over with a smile, patted the person who said these words, and said, "Young man, I'm optimistic about you, come on."
As for the Baicao family.
Comparatively speaking, there is nothing to say. Although it is third in the industry, it is dependent on others. And among the current online brands, if Little Mouse and Liangjia can compete with each other, they may not lose if they compare with Qiaofeijia in terms of omni-channel sales.
As for their family, this time it is absolutely certain that they will fall out of the top three echelons.
Even the current parent company has given "strong" support
But the gap is still obvious.
And recently I heard that someone is negotiating again, and the brand may change hands again.
Therefore, the company's operations department now has to not only focus on operations, but also consider the future.
If it were a new owner, what if they, the veterans who "were not doing things well", would be punished?
People are panicked and their minds are confused.
However, no matter how anxious people are, e-commerce merchants need to work overtime on major promotion nodes such as Double Eleven.
They are no exception.
