I have a flow system

Chapter 362 Different 'Double Eleven'

July 2021!
For e-commerce merchants, November has a special meaning!
In most cases, November is the beginning of the major e-commerce sales, followed by the December sales, and then the New Year's Day in January.

We are almost always in a big sale atmosphere!
Countless e-commerce merchants are eagerly looking forward to this wave of enthusiasm at the end of the year, which will bring e-commerce traffic and performance back to 'on track' and return to the sequence of growth!
Since June this year, except for a few platform merchants who had a low base and experienced high growth, e-commerce players on the two major platforms of Alibaba and JD.com can feel the continuous decline of platform traffic.

It was a sliding feeling like a dull knife cutting flesh.

For some large merchants, their revenue has dropped by 30% in less than half a year.
"We must pay attention to Double Eleven this time! How are the marketing plans and inventory prepared?"

"Liu Fei, you are responsible for the company's main categories and the bulk of the revenue! Have you communicated with the waiter about the activities of those key items?"

"The inventory is all ready. According to the explosive coefficient of last year's big sale, I added 3 more days! The event has also been communicated with the waiter. In addition, I also contacted several big anchors and gave them pure commissions. Cooperation plan! In addition, we also contacted some Taobao customers who have been successful in previous cooperation.”

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

During Double Eleven last year, she resigned from Aiying and came to this e-commerce company in Hangzhou.

Although the company I am currently working for is far inferior to Aiying in terms of size and scale.

But it is already one of the leading e-commerce companies in China, with annual revenue of nearly 15 billion+. However, this company mainly operates 'agency' brands, and the performance of the company's own brands is very poor, almost It's negligible, with only three to five million in revenue a year.

At the beginning, Liu Fei had a "good" relationship with all the junior and senior staff. She took the initiative to communicate and got some good resources. She made a vigorous push. By June 21, she was able to achieve the goal in a single month. 6 million revenue.

Coupled with some of the 'head' agency brands she holds, the revenue in a single month was around 800 million before. Under her responsibility, it sprinted to 6 million in June.

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

But in July, due to the "poor" cooperation between Aiying Group and these large platforms, the platform waiters took the initiative to share the activities, traffic, and profits 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 names she was responsible for (because the waiter only wanted big names), sprinted to 7 million+ in a single month, and even reached 1600 million in August.
I thought that if the trend continued, it would be 2000+ 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. In September, her performance dropped from 9 million to 1800 million.

Then in October, it plummeted to 10.

As for independent brands, 6 million in June was already the peak, and it has been declining since then. By October, it had dropped to just over 200, which was close to half.

However, in July, the company established a new operations department, the Quality Operations Department! Boss, focus on this!

Specially responsible for operating the quality manufacturing platform!
But it's a pity that the company's big brands were almost completely wiped out. There were a total of 100+ brands and 2000 products. In the end, only 6 brands and 11 products passed the platform's product review! Their own brand, more than 100 products, only one passed!
It was "unexpectedly" stringent, but after the company conducted an internal evaluation of the products that finally passed, it was found that they were "really of the best quality."

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

Then the boss personally communicated with Liu Fei and asked Liu Fei if she could find some connections and buy more products.

But the result was that when Liu Fei asked a former colleague, she was blocked.
In the end, the boss gave up and never talked to Liu Fei again about the quality platform!
Liu Fei can also see from the boss's attitude in the occasional discussions among other colleagues in the company, or during occasional meetings, that he attaches great importance to the quality platform
And Liu Fei, in the following time, no longer paid much attention to these, but focused most of her energy on those big brands, but she still clearly felt "the inability to operate her own brand" ", a simple description is that it took ten times the time and energy, but in the end it was not as good as a big brand that didn't put in much effort! ! !

And it was also because the big names in her hands had pretty good revenue, so the company didn't say anything to her.

"The profits of these big brands are too thin, and subsequent cooperation is unstable. If you can cooperate this year, you may not be able to cooperate next year. After all, they are not yours. Therefore, the most important thing when operating them is to focus on profits. You must control the rhythm. There are also activity expenses, and profits must be ensured! Sales are not the most important thing for the company!”

Then the result was that Liu Fei saw her overall performance decline rapidly, and her activity plans became more and more bold. The boss may not pay attention to sales, but if the sales are really bad, the boss will ask him, the brand owner will come to him, and the waiters will also come to pursue performance.
Of course, in addition to these reasons, another part of the reason for becoming more and more bold is also because seeing the rapid development of her old employer, Aiying Group, in just one year, she felt very uncomfortable. I thought I was at the peak of my old club when I left.

Who would have thought that big news in the company would come one after another! It continues to develop by leaps and bounds, and now it has even become the fourth largest e-commerce platform in China. And there is a high probability that it will hit the top three.
In addition, looking at the few old colleagues left in the circle of friends, the updates they occasionally share, the benefits and office environment that make people dare not even think about it just by looking at them.
Therefore, what she thought was a good choice has now become a joke!
The benefits are not as good as my previous colleagues, the working hours are longer, and the 'high salary' I thought I had after changing jobs seems not to be as good as my previous colleagues.

Therefore, she worked hard, much more hard than when she was in Aiying. She even recalled the AI ​​management system's 'corrective suggestions' to her, and she also took the initiative to change herself.

In the process, she felt that she was 'getting better'!
"What if it was me back then?" Liu Fei can't help but think of it occasionally!

In November, the big promotion started, and it got off to a good start. The total revenue of all the brands she was responsible for reached 11 yuan in a single day. It seemed to be a good start!
Revenue has increased by about 5 times compared with daily levels.

She subconsciously searched for news about Aiying!

The official account of the quality manufacturing platform issued a battle report, and the single-day revenue reached 301 billion! ! ! This is the only one among all e-commerce platforms that issues battle reports!
On November 11, the contact person of JD.com and Alibaba contacted Liu Fei respectively, hoping that they would increase their efforts to break the price! ! !

The platform will also increase
Liu Fei glanced at her colleagues in the company's quality department, but they were laughing and crackling. They didn't look like they were working, but chatting.
Liu Fei withdrew her gaze and stopped paying attention!

On November 11, the total revenue of Liu Fei’s brands was 2 billion! Under the premise of greater efforts and more activities, performance has still declined significantly, but it is still normal. Because every time a big promotion breaks out, in fact, during those two or three days, most merchants can maintain sales that are about twice as high as normal, which is good.

However, Liu Fei's price is about three times higher, far exceeding the level of other merchants in the industry.

However, on this day, the quality manufacturing platform did not send out a battle report.

Starting from the 3rd, the revenue of Liu Fei's brands also declined rapidly, 151w, 99w, 76w, 51w. After the platform activities ended, her performance also quickly returned to mediocrity.
During this period, colleagues in the quality manufacturing department have to go to and from get off work on time every day, so the boss will go there for a walk every day and leave with a smile!

In the blink of an eye, November 11th came.
Liu Fei has achieved a total revenue of 1300 million, which is only 3000% of her goal of 43 million. There is still a long way to go, but more than half of the November sales have passed! Only the last day left!
During this time, she has also been paying attention to the trends and news of the quality platform, but these are all "inaccurate" estimates given by third-party media.

But the quality manufacturing platform did not release any more battle reports!
Liu Fei has seen many 'friends' through her circle of friends. In the Double Eleven shopping list she shared, quality manufacturing platforms appeared many times!

The point is, the shopping amount on those quality platforms is much higher than that of other brands!
At 12 o'clock at night, she was sitting in front of the computer, with thousands of thoughts in her mind, nervously looking at the data of each brand she was responsible for!

I watched until 3:52 in the morning when my husband, who had already woken up, dragged me to the bedroom!

At 7 o'clock in the morning, she opened her eyes again, and then opened her computer in a hurry! Take a look at the performance!
According to the current amount of 132w, it should be about 300w this year.

When she returned to the company, a colleague was talking not far away from her.

"Have you heard that the company's quality and manufacturing department's revenue from Double Eleven this year has exceeded 2000 million!!!"

"2000 million, is it true? This is higher than the monthly revenue of most brands in the company!"

"That can still be fake, and the products currently operated by the company on the quality manufacturing platform are mainly our company's own brands! Didn't you realize that the boss will not be in the company much in the second half of the year and travels frequently? In the second half of this year, he has been in the company We are working hard on the product review of the quality manufacturing platform. I heard from colleagues in other departments that the company has provided cooperation funds of at least tens of millions to the cooperative factories. In the past two months, our company's own brands have not been mentioned at all. More than a dozen more have been approved! This is the reason for this Double Eleven performance explosion!”

"Let's take a look, 51531, our company's brand actually has 31 products! That's a lot!"

When Liu Fei heard these numbers, she looked at the quality and manufacturing department again!
Compared with their 'traditional e-commerce' channel departments, the quality manufacturing platform colleagues are very different from them.

Their departments have a lot of operations, event operations, supply chain operations, and operations supervisors like her. In addition, there are assistants and even after-sales customer service. In addition, there are public art and photography.
But on the quality manufacturing platform, there is such a big revenue, but there are only two people. But these two people are still doing nothing all day long. The sound of "cracking" on the keyboard is rarely heard on the computer. More is just a random dragging of the mouse
“How does the quality manufacturing platform operate?”

"Is Aiying's current operations like this?"

(End of this chapter)