Reinventing the Millennium

Tesco and Dangdang started to tear up.

The leaders on both sides left the stage.

First, Li Guoqing attacked Fang Zhuo three times, and then Fang Zhuo posted a series of blogs to beat Dangdang head-on.

Such a rare excitement has attracted almost all Internet practitioners, but no matter how they and the more melon-eating people view this matter, Sina is the first to receive a large wave of traffic.

The Sina blog received an influx of new users, who gathered to watch the exchange between Fang and Li.

With the development of the Internet and the rapid increase in the number of netizens, many things that may have been limited to the industry or small circles have spread. In particular, this time it involves a wealthy man who has been the richest man in the mainland.

Many people feel that there is no suspense in such a competition. After all, one party is the richest man, and the other party has not even listed its company on the market.

But in fact, in the online book business, Tesco is the real challenger - although Tesco is forced to challenge.

Public opinion stirs up, and the boss orders promotions.

On March 16, everyone at Tesco was extremely busy due to the sudden "opening offer", and the newly launched Tesco website even crashed.

After emergency repairs and overtime assistance across departments, the newly established book business group within Tesco managed to avoid messing up the matter.

However, as the day's excitement came to an end, problems with the website's business inevitably came to the fore.

Book purchasing channels are the biggest problem.

Fang Zhuo didn't know the situation faced by the channel until he responded today. It's just that Tesco had previously focused on electrical appliances and planned to slowly focus on books.

However, the competitor's actions did not go according to plan.

In terms of public opinion, it is certainly better to rely on the spread of the Internet and personal reputation, but the actual problems still need to be solved urgently.

Fang Zhuo worked overtime in the Hang Lung office with his colleagues at night. He made repeated phone calls to the relationship with Shanghai City to finalize the cooperation with the publishing house.

There are many well-known publishing houses in Shanghai, such as Shanghai People, Shanghai Literature and Art, Shanghai Ancient Books, etc., as well as publishing houses affiliated with major universities.

Relying on the reputation and connections of the richest man in Shanghai, this work was generally smooth, but it also encountered unexpected setbacks.

For example, Shanghai Translation Publishing House is the largest comprehensive professional translation publishing house in China. It has first-class business and first-class standards, so it was won by Dangdang early with a contract.

Ye Kong, the editor-in-chief of the publishing house, first received a personal call from the city leader, and then received a call from Mr. Yi Kefang.

He could only explain the situation in a very awkward manner: "Mr. Fang, it's not that I don't want to sell the book on e-commerce. It's that we signed an exclusive contract with Dangdang in July last year. If we let the purchase go now, the publisher will have breached the contract and will have to compensate. .”

"What if I pay the liquidated damages?" Fang Zhuo asked without blinking.

Ye Kong found it even more difficult now: "Mr. Fang, the other party has not breached the contract, and it is even worse for our publishing house to breach the contract. Firstly, to be honest, we have cooperated well. Secondly, books like this have a cultural flavor after all. It wouldn’t look good to the publisher if they were sued.”

He paused, lowered his voice, and expressed his difficulties: "Besides, this cooperation was my original decision."

The city leaders have set up a line. If they can help, they will definitely help. However, there are indeed situations where it is difficult to move, and the publishing house is not convinced.

Ye Kong believes that people like Mr. Fang can understand the difficulties. If the other party doesn't understand, it doesn't matter. It's all business and according to the contract, no one can criticize him. Although the richest man is the richest man, he can't go beyond the rules of the system to find trouble. .

as expected……

"Mr. Ye, I understand the situation." Fang Zhuo did not insist and only made a small request, "Can you desensitize the contract signed by your publishing house and Dangdang and give me a copy? Let me see this kind of exclusivity How are the agreements arranged?"

Ye Kong breathed a sigh of relief, agreed, and said, "Mr. Fang, if you want to talk about this contract, there is no problem in showing the regular terms, but don't mention our publishing house."

"Mr. Ye, don't worry." Fang Zhuo said with a smile, "We are all friends of Director Li. How can I trick you? We have time to drink together some other time. I'm really curious about the business of the publishing house."

Ye Kong said a few polite words, ended the call, and quickly processed the contract signed between his publishing house and Dangdang and faxed it to the 22nd floor of Hang Lung.

Returning home in the evening, Fang Zhuo took Dangdang's "Super Strategic Partner Contract" to study.

The content is actually nothing surprising. One is an exclusive channel, and the other is a higher share.

In addition, Dangdang also promises that there will be no returns on underwritten products.

As for the sales figure in the contract, the publisher eliminated it.

"What are you thinking about?" Su Wei used her notebook to reply to the email. She turned around and found that Mr. Fang's eyes were a little straight. Although his eyes were on the contract, his thoughts had gone nowhere.

"I'm thinking about this book e-commerce business. Li Guoqing is capable of making Dangdang's book business better and better." Fang Zhuo came back to his senses and said with a smile.

Su Wei had already read the contract and frowned: "Will the edition agency take care of our competition? Can it be accepted as a contract?"

"We will definitely intervene in the competition with Dangdang. We just have to wait and see how long it takes to respond." Fang Zhuo judged, "But it's hard to say about this contract. Let's give it a try. Otherwise, when the contract period is up, Dangdang will definitely have trouble renewing it, and they have to pay in the meantime. Download more publishers.”

The contract period of Dangdang is one year, like Shanghai Translation, which is from July last year to July this year.

And Tesco cannot follow Dangdang's example and adopt the same or better conditions to sign a contract with a publishing house.

The most important problem here is the inability to digest the purchase volume of books.

Dangdang said that it has underwritten 100,000 copies. It may be that it can really be sold or there may be a small amount left over and it will be slowly digested. But Tesco cannot do that now. It is just a newborn calf and it still needs time to grow.

One, two, or three publishers managed to win, but more publishers were unable to forcefully sign contracts.

In addition to this consideration, Li Guoqing's relationship with major publishing houses is also relatively stable.

Ge Guangming, who is about to switch jobs, reported that when Li Guoqing went to the publishing house to sign a contract, he had several rounds of drinks with the boss before discussing business. This style + contract bundling is a major reason why Dangdang's revenue has doubled year by year.

Strategically, Fang Zhuo can despise Dangdang, which has not yet been listed, and Li Guoqing, who is not as wealthy as himself, but when it comes to tactics, he must be aware of Tesco's identity as a challenger and try to solve the problem from the root.

Su Wei came over, turned the page of the contract, and said, "Li Guoqing comes from a book publishing background, and he must have maintained good relationships in the past few years. On the one hand, the strategic contract focuses on the time before expiration between Dangdang and various publishing houses. On the other hand, we can also consider geography and building our own publishing house.”

“E-commerce wants to focus on all categories, but the core now and in the future is 3C electronic products. It’s good if single-product books can increase traffic and user stickiness.”

“If the competition in books cannot be better solved through publishing houses, then regular long-term competition will be the best option.”

She finally said: "This is not the first time for us to burn money and compete."

In the past, Guohao.com had a brief period of money-burning competition. It was due to the subsidy competition provoked by its rivals in Shanghai. Regardless of other things, the effect of attracting users was quite good.

Therefore, Su Wei can take the matter of burning money seriously.

"We must respect Dangdang's number one market share and use a money-burning competition to welcome the blooming of the Internet." Fang Zhuo said while playing, "At the same time, let's see if we can burn Amazon to death, or not." , even if Bertelsmann is burned to death.”

Su Wei used her chin to drive away Fang Zhuo's hand.

She said: "First wait for the reaction of the publishing office, and then spend money to see if Dangdang will make mistakes in response. There is no need to rush to stop the non-core business and launch their core business. Our book traffic conversion depends on competition. , and should also be included in the overall promotion and introduction of Tesco.”

Fang Zhuo changed his hand.

The phone rang.

"Er, are you going home today?" My mother called.

"Mom, did you read my blog today? The competition is fierce, so I will work overtime tonight." Fang Zhuo said seriously.

"Okay, come on, I'll just ask." Mom responded, "Don't go to bed too late, the competition is fierce and you have to pay attention to your health."

"Yeah, I know how to control myself. I mean, I know how to pay attention." Fang Zhuo replied.

The call ends.

Fang Zhuo agreed with the female president’s conclusion.

Competition needs to be fierce, and departmental budgets and investments need to be both bold and restrained.

…

Yuan Yaohan from Dangdang arrived on March 17.

Another Ge Guangming is also fast.

It would not have been so fast, but Li Guoqing became troubled when he saw these two people, and was worried about leaking the company's secrets, so Yuan Yaohan began to work seamlessly for Tesco.

His position is the director of the book business group, and he is responsible for the most difficult channels.

Years of experience are useful, and so is his resume at Dangdang, because Yuan Yaohan knows how to deal with publishing houses, and he also knows which publishing houses are worth dealing with now.

Those who have already signed strategic contracts with Dangdang will be ignored for the time being. The main focus will be those that Dangdang originally wanted to sign but has not yet signed.

Dangdang's "Super Strategic Partner Contract" is not planned to be implemented immediately, and it involves the evaluation of book sales and growth.

Yuan Yaohan is now worried that Dangdang will take into account the pressure from Tesco and push forward the signing of the contract more vigorously in advance, even if it costs more.

On his first day at work, he was hardly polite to his new colleagues. The first thing he did was to contact Liu Ruijun, the vice president of Nandian Publishing House, who he had a good relationship with at Dangdang.

As a result, Liu Ruijun's attitude changed drastically, and Yuan Yaohan was scolded.

The vice president comes from a literary background, and his words are more...literary.

Those who betray the Lord, those who see gains and forget their righteousness, those who eat inside and outside, those who see gains and forget their righteousness...

Yuan Yaohan didn't expect this kind of reaction at all, and he was dumbfounded by the scolding.

It happened that Fang Zhuo came down from the 23rd floor for inspection and visited the new employees. Seeing that Yuan Yaohan's face was not good-looking, he asked about the situation.

It's not that Yuan Yaohan can't stand the abuse, he just thinks that Dangdang is most likely behind this change of attitude.

He briefly described the situation of Nandian Publishing House and Vice President Liu Ruijun, and said worriedly: "Mr. Fang, Tesco's book preparation does not seem to be complete. I saw many helpless people last night and morning after the books were sold out. To restock, channels have to be maintained with great effort.”

Fang Zhuo nodded: "We are short of people. We are short of experts. Take your time and don't do things under the pressure of public opinion."

Yuan Yaohan couldn't help but said: "But Mr. Fang, you have already achieved the aura of the richest man."

From yesterday to today, some media have begun to exaggerate the e-commerce battle between the richest men.

However, as an expert among experts, Yuan Yaohan knows how far ahead Dangdang is in the market. Let’s talk about Amazon. He also relied on books abroad for his career. For one reason or another, he has never done anything with Dangdang in China.

"Hahaha, what is the richest man? What kind of halo does this have?" Fang Zhuo was dumbfounded, "Director Yuan, don't think too much. Public opinion is like a feather to me, and the halo of being the richest man doesn't matter to me. It won’t matter.”

how to say.

Yuan Yaohan quite felt that he wanted to humiliate his minister to death or become a spiritual rich man, but when Mr. Fang said this, he nodded.

"Oh, yes, Nandian Publishing House, right? You call him and I'll talk to him." Fang Zhuo was about to leave the office when he suddenly turned around and said.

Yuan Yaohan was puzzled. The guessing party always wanted to persuade the other party with more conditions temporarily.

However, as soon as the call was connected...

"Hello, are you President Liu? I am Fang Zhuo, the richest man in the Mainland, Fang Zhuo."

"Oh, yes, it's me. I've been lucky enough to be named the richest man twice. Recently, I've been thinking about whether I can do something for our cultural industry."

"I heard that President Liu's calligraphy is very good. Can you give me some pointers when you come to the capital in a while? I'm used to being rough, but there's one thing I've always admired since I was a child. I like to make friends with people who write well."

"No, no, I'm serious. I'll go to the capital to have a drink with the president in a few days. Don't push me away."

"Hey, no, no, the publisher and Dangdang are not so anxious to sign the exclusive deal. The market situation is not clear now."

"Okay, okay, sure. In a few days, I will bring Maotai to President Liu to change the word."

Fang Zhuo finished the call after chatting casually.

Yuan Yaohan seems to have heard a certain result. It seems that the other party has postponed it?

Fang Zhuo saw the questioning look in Director Yuan's eyes, nodded, and said with a smile: "The title of the richest man is like a cloud to me, but sometimes it is really useful for other people. Let's deal with each one one by one. Send me his number later. I may have to go to the capital in a few days and have a drink by the way."

Yuan Yaohan responded with a somewhat complicated expression.

Seeing gain and forgetting righteousness, the words are still in my ears, in my ears, in my ears~

…

Both Dangdang and Tesco have launched promotions.

The public opinion exposure was very high and the scene was very lively.

Finally, some consumers couldn't help but try buying books online for the first time, and some consumers went out of their way to verify the authenticity of "a dollar cheaper".

Someone shared an unexpected process on his blog, which attracted a large number of onlookers.

"I read two books on Tesco and found that the price is the same as Dangdang's."

"I thought it was a gimmick, so I tried contacting customer service."

"A few minutes later, customer service changed the price. It was really cheaper!"

"As a result, two days later, I received the book. Guess what...it was sent from Dangdang."

"I was confused. I thought I remembered wrongly and bought it from Dangdang. When I looked online, I saw that it was yes, it was from Tesco."

"I asked E-commerce customer service what was going on."

"The customer service said it was out of stock and he placed the order from Dangdang."

"I asked in surprise, can it still be like this?"

"The customer service said, just say it's not cheap."

"I...⊙▽⊙!"