November 2021!

For e-commerce people, November has a special meaning!

In most cases, November is the beginning of the major e-commerce promotions, followed by the December promotions, and then the New Year's Festival in January.

It's almost always in the mood for a big sale!

Countless e-commerce people are looking forward to this wave of heat at the end of the year, bringing the traffic and performance of e-commerce back on the 'right track' and back to the sequence of growth!

Since June this year, in addition to a few platform merchants with a low base and a high growth explosion, the e-commerce players of the two major platforms of Ali and JD can feel the continuous decline in platform traffic.

It was a gliding sensation of a blunt knife cutting through flesh.

Some large businesses, even in less than half a year, have seen their revenue fall by 30%

"This Double 11 must be taken seriously! How are the marketing plans and inventory prepared? ”

"Liu Fei, you are in charge of the company's main categories, the majority of revenue! Have you communicated with Xiao Er about those key paragraphs? ”

"The inventory is ready, and according to the outbreak coefficient of last year's big promotion, I have added 3 more days! The event has also communicated with Xiao Er, in addition, I also contacted a few big anchors and gave a cooperation plan for pure commissioners! In addition, I also contacted some Taoke who had a relatively good amount in previous cooperation."

Liu Fei is sitting not far from the boss in the conference room at the moment, she is the company's e-commerce operation director, similar to Liu Bin's position when she was in Aiying!

Last year's Double 11, she resigned from Aiying and came to this e-commerce company in Hangzhou.

Although it is said that the company I am currently in is far inferior to Aiying in terms of size and scale.

But it is also one of the leading e-commerce companies in Huaxia, with an annual revenue of nearly 1.5 billion +, but this company mainly operates the 'agent' brand, and the performance of the company's own brand is very poor, almost negligible, with a revenue of three to five million a year.

At the beginning, Liu Fei had a 'good' relationship with the big and small two, took the initiative to communicate, gave some good resource positions, and sprinted hard, and by June 21, it was already able to reach 200w revenue in a single month.

Coupled with some of the 'head' agency brands in her hands, the revenue of the previous month was about 800w, and under her responsibility, it sprinted to 1300w in June.

However, June is a special market, and the time for a big promotion.

However, in July, because of the 'poor cooperation' between Aiying Group and these big platforms, the platform Xiaoer took the initiative to share the profits of the activities, traffic and traffic that originally belonged to Aiying to those merchants who were 'willing to cooperate'.

Among them, there are several brands that Liu Fei is responsible for.

In July, the revenue of the big brands she was responsible for (because the little two only need big names) sprinted to 1600w+ in a single month, and even rushed to 1800w in August

I thought that according to the trend, it is not impossible to reach 2000w+ by the end of the year, or even more!

But the reality is that 1800w+ seems to have reached a bottleneck.

After that, she was still communicating with the brand and the company about product prices and activity funds, but in September, the performance fell from 1800w to 1700w.

Then in October, it plummeted to 1500.

As for the independent brand, the 200w in June was already the peak, and it has been declining since then, and by October, it had fallen to 120 and was close to halving.

However, in July, the company established a new operation department, the quality operation department! Boss focus!

Dedicated to operating the quality manufacturing platform!

But it's a 'pity' that the company's big brands are almost wiped out, with a total of 100+ brands and 2,000 small products, and in the end only 6 brands and 11 products have passed the product audit of the platform! They have their own brand, more than 100 products, and only one has passed!

It was 'unexpectedly', but the products that passed in the end, after the company's internal evaluation, also found that 'it is indeed the best quality'.

Later, in the first month, these 12 products brought nearly 400w revenue to the company.

Then the boss communicated with Liu Fei in person and asked Liu Fei if he could find some connections and buy more products.

But as a result, Liu Fei asked a former colleague and was blocked by one.

In the end, the boss also gave up, and he didn't talk to Liu Fei about everything about the quality platform!

Liu Fei can also see in the attitude of the boss in the occasional discussion of other colleagues in the company, or in the occasional meeting, that he attaches great importance to the quality platform

And Liu Fei, in the following time, did not pay much attention to these, but put most of her energy on those big brands, but she still clearly felt that "the kind of power when operating her own brand", the simple description is that it took ten times the time and energy, and in the end it is better to put in the big brands that have not paid much energy!!

And it's also because the revenue of those big names in her hand is not bad, so the company didn't say anything to her.

"These big names, the profits are too thin, and the follow-up cooperation is also unstable, this year can cooperate, next year is not necessarily, after all, it is not their own, so the most important thing to operate them is to focus on profits, you control the rhythm, as well as the expenditure of activities, you must ensure profits! Sales are not the most important thing for companies! ”

Then the result was that Liu Fei saw the total performance of his hands declining rapidly, and the activity plan became more and more bold.

The boss can not pay attention to sales, but after the sales are really bad, the boss will ask him, the brand will also come to him, and the juniors will also come to chase the performance.

Of course, in addition to these reasons, another part of the reason for becoming more and more bold is also because looking at the old club 'Aiying Group', in just one year, the leap and bound, made her feel very 'uncomfortable', I thought that I was already at the peak of the old club when I left.

Unexpectedly, the company's big movements are continuous! It continues to develop by leaps and bounds, and until now, it has even become the fourth largest e-commerce platform in China. And there is a high probability of hitting the top three signs.

In addition, looking at the few old colleagues left in the circle of friends, the dynamics they occasionally share, those just watching, can't help but make people can't think of the benefits and office environment

So, what she thought was a good choice has become a joke now!

The benefits are not comparable, the working hours are longer, and the 'high salary' that I thought after changing jobs does not seem to be as good as my previous colleagues.

Therefore, she is working very hard, much more desperately than when she was in Aiying, and even she recalled the AI management system at the beginning, and she was also taking the initiative to change herself for those 'correction suggestions' for her.

In the process, she felt that she was 'getting better'!

"If I had been at the beginning," Liu Fei occasionally couldn't help but think!

In November, the big promotion began, and the total revenue of all brands she was responsible for reached 271w in a single day, which seems to be off to a good start!

The revenue has increased by about 5 times compared to the daily situation.

She subconsciously searched for Aiying's news!

The official account of the quality platform issued a war report, and the single-day revenue reached 30.1 billion !! This is the only one among all e-commerce platforms that has issued a battle report!

On November 2, Jingdong Ali's contact person contacted Liu Fei separately, hoping that they would increase their efforts to break prices!!

The platform will also be increased

Liu Fei glanced at the colleagues in the quality department of the company, but the two of them were smiling and crackling, not like they were working, but salted fish and chatting.

Liu Fei retracted her gaze and stopped paying attention!

On November 2, Liu Fei's brands had a total revenue of 20.1 billion! Under the premise of greater efforts and more activities, the performance still has declined significantly, but it is normal. Because every time a big promotion flashpoint, in fact, in just two or three days, most merchants can maintain sales that are about 1 times higher than the daily sales are good.

And Liu Fei's side is about 3 times higher, far exceeding the level of other businesses in the industry.

However, on this day, the quality platform did not issue a battle report.

Starting from the 3rd, the revenue of Liu Fei's brands has also declined rapidly, 151w, 99w, 76w, 51w When the platform's activities are over, her performance is also returning to flat rapidly

During this time, colleagues in the quality manufacturing department are commuting on time every day, so the boss will go around every day and leave with a smile!

It's November 11th.

Liu Fei has achieved a total revenue of 1300w, which is only 43% away from her goal of 3000w. There is still a lot of distance, but most of the November promotion has passed! Only this last day is left!

During this time, she has also been paying attention to the trends and news of the quality manufacturing platform, but it is all 'inaccurate' estimated data given by some third-party media.

But the quality platform did not publish the battle report again!

Liu Fei has seen a lot of 'friends' through her circle of friends, and in the shopping list of Double 11 she shared, the quality platform has appeared many times!

The point is that the shopping amount of those quality platforms is much higher than that of other brands!

At 12 o'clock at night, she sat in front of the computer, with a lot of thoughts in her mind, nervously looking at the data of the various brands she was responsible for!

I saw it until 3:52 in the morning, and I was dragged to the bedroom by my husband, who had already woken up!

At 7 a.m., she opened her eyes again, and then she opened her computer in a hurry! Take a look at the results!

132w, according to the current amount, should be able to have about 300w this year.

Back at the company, a colleague was talking not far from her.

"Have you heard, the company's quality manufacturing department, this year's Double 11 revenue has exceeded 2000w!!"

"2000w, really fake? This is higher than the monthly revenue of most brands in the company! ”

"That can still be fake, and now the products operated by the company on the quality platform are mainly our company's own brand! Don't you notice that in the second half of the year, the boss is not much in the company and often travels! In the second half of this year, he has been making every effort to conduct the product audit of the quality manufacturing platform, and I heard from colleagues in other departments that the company has invested at least tens of millions of cooperation funds before and after the cooperative factory! In the past two months, our company's own brand has more than a dozen approved brands! That's why the performance of Double 11 exploded! ”

"Let me see, 51531, our company brand actually has 31 products! That's a lot! ”

When Liu Fei heard these figures, she looked at the quality department again!

Compared with their 'traditional e-commerce' channel departments, the colleagues of the quality manufacturing platform are very different from them.

They have a lot of operations in these departments, event operations, supply chain operations, and operations directors like her, in addition to assistants, and even after-sales customer service, in addition, there are public artists, photography.

But on the side of the quality manufacturing platform, there is such a big revenue, but there are only 2 people but just these 2 people, they are still 'idle' all day long, and the computer rarely hears the sound of 'crackling' hitting the keyboard, and more is the random act of dragging the mouse

"How does the quality manufacturing platform work?"

"Is Aiying's current operation like this?"

(End of chapter)