Chapter 168 Gift Giving
Chapter 168 Gift Giving (Medium Cup)
Inside the e-commerce department office at Hailufeng Company’s headquarters.
Zhang Xinyi looked at the franchise store APP backend management system that has been officially launched. Currently, the number of APP downloads is not large.
In addition to the 3.7 accounts of the company's employees and their families.
They are various relatively fixed eel farmers, fish ball and fish meat product distributors, white truffle users, and pandan strawberry powder users. These users add up to nearly 7.4 accounts.
As for individual consumers, there are currently only 3.2 accounts.
There are only 14.3 users in total.
Zhang Xinyi did not panic. She took a deep breath and said directly, "Start Plan A!"
"Yes!" The head of the live broadcast office of the e-commerce division nodded.
At present, their live streaming office has purchased a lot of traffic support on various live streaming platforms.
Five professional live broadcast employees immediately went online and logged onto the Yinfo platform, A B platform, Kuaishe platform, Penguin Video, and Xiaohongshu platform respectively.
Xiaomaomi, a pretty female live broadcast employee, watched as the number of online users soared to tens of thousands with the help of traffic packages, and she hurried to get down to business.
"Hello everyone, I am the customer service kitty of the Hailufeng store, welcome everyone to my live broadcast room."
The comment section of the live broadcast room of A B platform.
[Big Eagle No. 22: Why can't your company's Tao online store be opened? 】
[Xin Sheng's Hex Oracle: Hailufeng Specialty Store? What does it sell? ]
[Angela Beibi: Uncle, how much money did you get? I just saw the live broadcast room of Hailufeng Company several times in less than ten minutes.]
[Pigeon King: Strange, your Pinxixi online store is closed? ]
[Wire War Criminal: Insider information, Hailufeng Company created its own shopping app, and then their online store was blocked by other e-commerce platforms. ]
[Brother's Coral Fish: Host, do you still have strawberries? ]
The little cat quickly said: "For some reasons, our company's online stores on other platforms may be temporarily closed. If you want to buy our company's products, you can directly download our company's online APP Hailufeng Specialty Store."
"Download and register an account now. Every account under the name of your ID card can receive a random gift for free." The kitten said as he took out three gift packages from the counter at the back.
Opening one of the gift packages: "This is alfalfa honey worth 100 yuan, with a net content of 42 grams and degrees Baume. It is all honey from our company's own bee farm."
After looking at the comments section of the live broadcast room, the little cat answered the question about free shipping: "Free shipping? Free shipping! All gifts are free shipping, first come first served, don't miss it, there are 300 million gifts of alfalfa honey in total."
The audience in the live broadcast room was instantly shocked.
300 million 100-gram glass bottles of alfalfa honey are almost 300 tons of alfalfa honey.
"Fake honey?" The little cat was prepared. She shook her head and said, "No, our company has hundreds of thousands of acres of forage plantations, and can produce more than a thousand tons of concentrated alfalfa honey every month. Friends in southern Jiangxi and Shanmei should know where our company's forage plantations are."
Sure enough, several viewers in southern Jiangxi said that Hailufeng Company did have many forage plantations there.
The little cat then opened the second cardboard box: "This is the second type of gift. It is a can of eels worth fifteen dollars. It is also canned eels produced by our company. There are a total of 50 cans."
Apparently, Zhang Xinyi reserved a portion of the company's tinplate canned eels for distributors in various places, and planned to give away the rest as gifts.
Then the little cat opened the third cardboard box again: "Everyone has seen it, this is 100 grams of dried morels, worth 50 yuan, and a total of copies will be given away. What are you waiting for? Hurry up!"
Many viewers in the live broadcast room who were greedy for a bargain had quickly completed the downloading, registration, filling in information, binding their ID cards and bank cards, and then received the gifts.
Users on each platform are taking action.
It is the nature of most people to love to take advantage of small things.
This led to a sharp increase in the number of downloads of the Hailufeng specialty store APP, with 33 new users added in less than an hour.
Although many people came here to take advantage of the situation, Zhang Xinyi didn't care. As long as she could open up the market in the early stage and increase the number of users to four million, these things would only cost a few million, which was a piece of cake for Hailufeng Company.
From the second hour onwards.
As new users who had already received the gifts spread the news on various social software, the number of online users in the five live broadcast rooms quickly exceeded hundreds of thousands.
Although not everyone will be willing to take advantage of small bargains, at least half of the audience will choose to download the Hailufeng Specialty Store APP and then receive the gifts.
Since the specialty store APP does not have other messy mini-program traps and its simple and exquisite interface gives many users a much better first impression of this APP.
After all, many e-commerce platform apps now want to integrate all functions into them, and also come up with a lot of weird and complicated operations, which makes many users who don’t like complexity feel disgusted.
The Hailufeng store has a simpler interface and functions than Pinxixi, and has retained some users by virtue of this.
As time goes by.
By the evening of the day when the Hailufeng specialty store APP was launched, the number of registered users on the APP had exceeded 400 million, which also meant that 300 million portions of honey, 50 portions of canned eels, and 50 portions of dried morels were almost all given away.
After all, some of the previous old customers can also receive these gifts.
In the evening, the male employee who replaced Xiaomaomi as the anchor in the live broadcast room of the A B platform saw the message sent by the department’s WeChat and quickly said, “Dear friends, thank you very much for your support. The 400 million gifts we prepared for the opening have all been given away.”
Many of the audience who had just arrived were greatly disappointed.
"Those viewers who didn't receive the gifts don't need to be sad. Our company will hold similar activities during festivals in the future. You can download the APP and register an account."
After hearing the host’s answer, a small number of viewers who did not receive the gifts also planned to download the APP and register an account.
After all, Hailufeng Company is really giving away the gifts, and is not trying to trick people.
Before the Spring Festival last year, Hailufeng Company sent hundreds of thousands of fresh morels to its old customers.
Compared with other platforms’ offers such as price cuts, red envelopes of a few cents, and cross-store combination discounts, Hailufeng’s performance is too sincere.
With this case in mind, it will naturally not cause users to worry or doubt.
Although the number of APP downloads dropped significantly after the gifts were given away, there are still tens of thousands of users registering every hour.
These new users mainly come from old customers.
Although the e-commerce division spent tens of millions a day, the effect was immediate.
Zhang Xinyi was eating dinner in a hurry while looking at the backend data. After taking a bite of food, she looked up and shouted, "Abin, call the Qiongzhou branch and ask about their fruit inventory."
"Okay." Abin, who was also eating, replied loudly, then picked up a bottle of soda water and took a big sip.
"Xiao Na, please put up a sold-out notice on the strawberry page first."
"receive."
"Others, take a break first, and then prepare to hand over the work and instruct the person on duty at night."
"clear."
Zhang Xinyi picked up the black coffee on the table and took a sip. She leaned back in her ergonomic chair and exhaled slowly, "Huh... I finally didn't let you down."
Qin Xingzu, who was taking his lunch box to eat in the dormitory, walked into the office building of the e-commerce division.
Seeing Zhang Xinyi stretching, he walked over and asked, "How is it going? Is there any problem with the APP?"
"No problem. Just a dozen customers complained that our interface was too monotonous." Zhang Xinyi shook her head helplessly.
"There's nothing I can do about it." Qin Xingzu knew the design concept of the Hailufeng Specialty Store APP, which was to reduce all unnecessary functions as much as possible and make it a simple agricultural product sales platform.
"I know." Zhang Xinyi saw Qin Xingzu carrying a lunch box: "Manager Qin, are you going back to eat?"
"Yes! I see that you have no feedback, so I will let Junrui take a few people to stay behind. If you encounter any software problems at night, you can contact Junrui directly."
"No problem." Zhang Xinyi nodded.
"Then I'll go back and eat first." Qin Xingzu picked up the lunch box in the plastic bag.
"Go slowly, I won't send you away."
"You're welcome. Just go ahead and do your work. I won't bother you any more." Zhang Xinyi continued to stare at the background data, and she also recorded some of the data on her work tablet.
Although most of the more than four million new users who came in today are here to get the best deals, there are still some users who will browse the Hailufeng store APP and even place orders for other products.
Through background data, we can see that within twelve hours after the APP was launched today, a total of nearly 60,000 users placed orders.
The purchasing types of these individual users are mainly concentrated in three major categories: honey, fish products, and fruits. Basically not many people will buy other items such as feed, eel fry, white truffles, and pandan strawberry powder.
The e-commerce division had already anticipated this.
After all, the user groups are different.
However, Zhang Xinyi is still very concerned about the detailed information of purchasing users of various products.
For example, she found that users in the Lingnan and Pearl River Delta regions accounted for about 18% of the total number of new users, and among the users willing to pay for products, the proportion reached 27.4%, far higher than other regions.
This shows that Hailufeng Company's products are more popular in the Pearl River Delta. Fundamentally, this is probably because the Pearl River Delta has always been the key marketing area for Hailufeng Company.
The use of these data will allow Hailufeng Company to more clearly see the consumption power and consumption types of various regions, so as to more reasonably arrange the production scale of various products and facilitate the establishment of production bases around core sales markets.
For example, for strawberries, ginseng fruit, and tomatoes, Du Liheng, the deputy manager of the agricultural planting department, is already looking for suitable places in the Yangtze River Delta and around Beijing, Tianjin and Tangshan to facilitate local production and reduce product transportation costs and losses.
Although they gained more than four million users on the first day by spending money, Zhang Xinyi and others did not get carried away. They still paid close attention to user feedback and also took time to pay attention to the reactions of other e-commerce platforms.
Neither Taowang, Pinxixi, nor JD.com expected that Hailufeng Company would spend money so directly to buy users.
And the amount of money spent will be so huge.
Maybe many people think that tens of millions is not a lot.
In fact, this amount is not small at all. The reason lies in the user scale. After all, the user scale of the three e-commerce giants is in the hundreds of millions, while the number of users of Hailufeng specialty store is only more than four million.
Even if the two invest the same amount of money, the proportion of users they can cover is different.
What's more, the three e-commerce giants have obvious big company diseases, such as a love of playing with abstractions. Some of their marketing plans can even be described as crazy.
For example, inviting various controversial public figures to endorse products and offering fancy discounts.
They invite such public figures to endorse their products in an attempt to use the star effect to create the so-called fan economy, but the endorsement fee is not a small expense.
Jiang Miao set rules for the company from the very beginning that Hailufeng Company would not invite celebrities to be spokespersons. He would rather spend millions to provide benefits to users than spend money on so-called celebrities.
Many companies like to find celebrities to endorse their products. This is because they lack confidence themselves, or they want to break through the industry ceiling through celebrities and public figures.
However, Jiang Miao is not optimistic about this marketing method.
This marketing method is too lofty and seems like a castle in the air.
And the risks are enormous.
If the spokesperson’s reputation is exposed one day, it will directly affect the company’s image, and competitors can easily use online trolls to launch various attacks on the spokespersons of rival companies. This is the simplest and most effective solution.
No one is perfect. Once many public figures are put under the spotlight, few of them are clean.
Therefore, Jiang Miao planned to do the opposite.
Instead of hiring a spokesperson, the company directly gives gifts to users, thus cultivating loyal fans.
After all, eating people is short-tongued and taking advantage of others is soft-handed.
After receiving the gifts, users are unlikely to have any bad feelings towards Hailufeng Company. Many people may even defend Hailufeng Company without realizing it.
Hailufeng Company focuses on sincerity and reality.
Even if tens of millions of gifts were given every year in the future, it would be basically a drop in the bucket for the Hailufeng Company at that time.
If a company gives you gifts during every festival, what would you think if you were a customer?
The result is obvious. A large proportion of customers who receive gifts will most likely prefer Hailufeng’s products when purchasing similar products.
The customers brought by this marketing method have extremely high loyalty and can be maintained for a long time.
Compared to those public figures whose reputations are exposed every other day, it is very safe.
Competitors can only try to attack Hailufeng by spreading rumors and discrediting its products.
And for this kind of thing.
Since the Chinese New Year this year, Hailufeng Company has been attacked by many rumors. Those rumors include: a large amount of hormones are used in eel fry, strawberries and ginseng fruit are genetically modified products, Egyptian catfish are raised in sewers, Egyptian catfish are transformed using technology and ruthlessness, and fish eggs are made with Hextech technology.
There are all kinds of weird rumors almost every week.
Jiang Miao even knew that those guys were causing trouble behind the scenes.
The legal department of Hailufeng Company was also not idle. It sent out lawyers' letters and took several bloggers who had received water army fees to court.
In more than three months, lawyers sent letters of warning to more than 34 related bloggers and social media accounts, and of them were sued.
In May, eight cases of spreading rumors and defaming Hailufeng Company were heard in Shanmei.
Through this high-intensity legal offensive, all the evildoers who had tried to discredit Hailufeng Company since the New Year were defeated. After all, those who took orders and spread rumors were just trying to make money, not to get in for tea.
Considering the influence of Hailufeng Company in Shanmei, and the fact that there is irrefutable evidence, these bloggers who spread rumors are doomed to fail.
As a wealthy company, Hailufeng can ignore the time and money spent on lawsuits, but those bloggers can't do that. They can be brought down by dragging the case out.
It is precisely because of this "bad reputation" that since June, those bloggers who spread rumors about Hailufeng Company have basically disappeared.
Now there are only a small number of online trolls left, who are still carefully making sarcastic comments about Hailufeng Company in the comment sections or forums of some social software.
Faced with this situation, whether it is ABCD which has been busy recently, or Far West Group which is powerless, or the three domestic e-commerce giants which don't know where to start, they all find that Hailufeng Company is difficult to deal with.
As four million gifts were distributed, the direction of public opinion on the Internet about Hailufeng Company quickly reversed. It became difficult for those online trolls to stir up trouble and they could only act sarcastic occasionally.
The next day, early in the morning.
Zhang Xinyi quickly made a briefing on the situation after the APP went online yesterday, and sent it to Jiang Miao in Beijing.
The e-commerce division started plan B.
The so-called Plan B is to show users the production process of various products through live broadcast, thereby increasing user stickiness.
True gold is not afraid of fire. How the products are produced is displayed for consumers to see.
The traffic service purchased by Hailufeng Company also brought topics such as Hailufeng Specialty Store APP, four million gifts, and Jiang Miao's upcoming first prize in the National Science and Technology Progress Award to the top ten most popular topics on various portals.
This further attracted many users to download the specialty store APP.
After reading the briefing of the e-commerce division, Jiang Miao knew that the specialty store APP had made a good start. All he needed to do next was to maintain it. It would basically become an e-commerce platform specializing in agricultural products among Internet e-commerce companies, similar to Vipshop in clothing and Suning.com in electrical appliances.
As for surpassing the three e-commerce giants, it is still very difficult.
But it doesn’t matter. As long as the specialty stores can maintain profitability and provide an unimpeded sales channel for the company’s own products, whether or not they surpass the three e-commerce giants is an acceptable result for Hailufeng Company.
Without independent sales channels, how can it be called an agricultural giant?
This is just one link in the industrial chain built by Hailufeng Company.
Jiang Miao had just read a few reports when He Youwei, who had also returned to Beijing, took him to visit the Badaling Great Wall and the Palace Museum.
It was near noon, in the suburbs outside the Fifth Ring Road.
He Youwei brought him to a famous local private restaurant, both to welcome him and because her parents wanted to meet Jiang Miao.
As soon as he entered the box, Jiang Miao saw He Dangdao, who had returned to Beijing to study in March.
He Dangdao ran over enthusiastically and moved a chair for him: "Uncle Miao, please sit down."
(End of this chapter)