(Online news) Nowadays, in online sales malls represented by Taobao, not only world-famous brands like Motorola and Nike have gathered, but also some companies that have initially gained scale have quietly logged on, pursuing new breakthroughs on the e-commerce platform. Naturally, there are also shadows of Sichuan merchants. In the past three years' book sales rankings on Taobao, Sichuan Xinhua Wenchuan Online Book City ranked first with a daily sales volume of 100,000 copies. Yang Chao, the manager of the market department of Sichuan Xinhua Wenchuan, who led Xinhua Wenchuan to become famous in online sales, joked: "Wenchuan has always been chased, but never surpassed." What is the secret of Wenchuan's leading position in online book sales? Where does Yang Chao's confidence come from? Let Yang Chao reveal his killer techniques to you one by one.
Killer Technique One
First-mover Advantage, Seize the Market
When talking about the company's strategy of promoting book sales online, Yang Chao said, "At that time, when people around me talked about buying things, they would go to Taobao, so I thought why don't we open an online bookstore?" As the market manager of Sichuan Xinhua Wenchuan, Yang Chao, who appears slim, is smart and strong. He answers questions succinctly and calmly. After a conversation, one can't help but marvel at how many ideas this man has.
Without grand ambitions, just with a try-it-out mentality, at the end of 2007, Yang Chao led Xinhua Wenchuan to quietly log on to Taobao, an unknown yet magical field. In early 2008, when Taobao launched its B2C business "Taobao Mall," Yang Chao敏锐ly spotted the business opportunity and quickly cooperated with Taobao, becoming one of the earliest brands to enter the mall. "We promoted for one day on the Taobao homepage, which greatly increased the traffic to Wenchuan," Yang Chao said.
When many other bookstores started exploring B2C in 2009 or even this year, trying to cross the river and get fresh oxygen from the B2C industry, often getting jammed and having unfortunate ones fall into the water, Yang Chao's team at Sichuan Xinhua Wenchuan had already secured their position, with a steady stream of customers, and continuously expanding their influence.
Killer Technique Two
Free Shipping Discounts, Flash Sales Temptation
Online shopping, shipping fees are an unavoidable issue. You buy a 20 yuan treasure but have to pay 15 yuan for shipping, which is hard to accept yet helpless. Sichuan Xinhua Wenchuan naturally considered the buyers' difficulties and introduced the "Free Shipping for Orders Over 58 Yuan" discount service early on. In early 2009, it even launched a nearly half-year-long "1 Yuan Free Shipping" discount service, significantly boosting sales. "I think as a company, our vision should be more long-term, more customer-oriented, and show the courage expected of a large company," Yang Chao expressed.
Regarding the currently very popular flash sale service, Yang Chao naturally wouldn't miss such an opportunity. Moreover, Yang Chao's team selected some best-selling books. For example, during the 2009 book fair, Wenchuan conducted a "1 Yuan Flash Sale" event for "Du Lala's Promotion Diary" on Taobao, selling over 1,000 copies in one day, showing its immense popularity.
Killer Technique Three
Monthly Themes, Limited Gifts
To avoid the monotony of online sales, Yang Chao discusses a theme with his colleagues every month, mainly promoting books related to the theme. "For instance, during Labor Day, we launched a tourism season theme event, focusing on travel-related books, especially those about traveling within Sichuan, and the results were excellent." Yang Chao smiled cunningly, "Many customers habitually browse, not deciding what to buy beforehand, but after seeing the theme activities, they often can't help but buy a couple of books."
Additionally, Yang Chao and his colleagues give customers limited-edition souvenirs along with the books, though not highly valuable, they have great collectible significance. "When 'The Tibetan Code 8' was newly released, we gave out limited edition notebooks, which were very popular."
Killer Technique Four
Strategic Vision for Development
Yang Chao said that if he were to summarize the company's successful experience in online book sales in one sentence, it would be "to treat problems with a developmental strategic vision." "Our choice of Taobao Mall as a promotion base, and the following series of policies and measures, are all based on this principle."
Next, Yang Chao's team will cooperate with Taobao in multiple marketing promotion activities, including Taobao Express, striving to defend the honor of being the top seller in Taobao's book sales rankings. "High places are lonely, being at the top of the book sales rankings, we also feel great pressure, but I believe as long as we adhere to the developmental strategic principle, we can continue to lead," Yang Chao confidently said.
By Youyou Laopan, Intern Bai Dapang / Source: Tianfu Morning Post
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