On November 11, 2012, the bell rang at midnight.

This online shopping carnival has been held for the fourth time.

Countless consumers who are waiting in front of computers or paying on their mobile phones are working hard to clear their shopping carts online.

Because the instantaneous traffic is too high, Taobao, JD.com, Rice Tuan, Suning.com... the platform is constantly repeating the process of crashing...fixing...and crashing again.

In Pinru Group's office building, the atmospheres on different floors are very different.

On the floors of Pinru E-commerce, the party was happily running.

For them, the busiest time is before Double Eleven. When the event really starts, there is nothing to do.

Now their tabletops are filled with delicious food, constantly cheering for breaking records.

The lottery has not stopped.

My colleagues who went on stage to perform the show completely let go of themselves.

After more than four years of experience, the Pinru e-commerce team has grown into a combat-ready team.

Their only opponent in this industry is themselves.

The floor of the rice ball is exactly the opposite.

This is the time to test their system carrying capacity. We must ensure that it cannot collapse, and it can be repaired immediately if it collapses.

Everyone has refreshing drinks such as Red Bull, coffee, etc. on their seats.

When I was busiest, I wanted to hang a drip and inject these chicken blood drinks directly into the blood.

On social media, Taobao’s Weibo account keeps reporting on their sales results.

How much is sold in the first minute... How much is sold in the tenth minute... How much is sold in the first hour...

At this time, other platforms usually have no way to compare with them, so they can only play with some other concepts.

Many netizens feel that they have personally participated in a 10 billion project and have a party with them.

"It seems that only Taobao announced sales in real time, and other platforms only said that it has increased by a percentage compared to last year."

"Sold too little, sorry to make it public?"

"Double Eleven still depends on Taobao, other JD.com, and rice balls just follow them to join in the fun."

"Big home appliances are on JD.com, and other things are used to Taobao."

"To be honest, it's quite convenient to buy daily necessities in rice balls."

"It seems that there was news that Taobao wanted to suppress rice balls before. With this little strength, there is no need for Taobao to come forward to suppress it, right?"

...

Netizens’ comments can be said to be very objective. The current sales of Double Eleven are basically concentrated on Taobao, and the size of other platforms is far from that of him.

Rice balls also have their own advantages, that is, the delivery speed in the same city.

Because the sales growth rate on Double Eleven this year is too fast, the growth of logistics is relatively lagging behind.

This year is also the year with the worst logistics liquidation.

The courier felt despair in his heart when facing the mountains of express delivery.

The only thing that is not affected is the rice balls with their own logistics and distribution team.

Moreover, their products are mainly daily necessities and are distributed to various outlets in advance so that they can start delivering nearby early in the morning.

Countless "ordinary netizens" have also started to post on Weibo to flood the screen:

[The rice ball is really too fast. I originally wanted to turn off the alarm clock and go to bed later during the weekend, but I didn’t expect to be woken up by the phone at 7 o’clock in the morning and said that my Double Eleven Express has arrived.]

A beautiful photo of her receiving the express delivery was attached to Weibo.

He actually wrote a picture for himself in a short time.

Luo Xiu reposted this Weibo post and commented: I'm sorry, it's all because we're too fast to disturb you to rest.

Netizens followed up and commented:

"Let's slow down. I've bought too many and was about to apply for a refund. My brother had already carried the buckets of laundry detergent upstairs, which made me embarrassed to refund."

"President Luo is indeed fast, as fast as my boyfriend."

"Mr. Luo, my boyfriend would like to call you the fastest!"

"Is Mr. Luo really fast? I want to give it a try!"

...

Luo Xiu took screenshots of these replies and posted a Weibo post in aggrieved manner:

[It is our rice balls that are delivered quickly, not me, please make it clear to me!!!]

Originally, only a few people were playing with memes, but now my blog post has immediately caused heated discussion.

In addition, with the promotion of hundreds of marketing accounts in Pinru Media, [How fast is Luoxiu?] immediately became a hot topic of discussion.

Netizens have joined in the playlist:

"Shocked!!! An object faster than the speed of light was found, and Einstein's coffin board could no longer be suppressed!!!"

"The director of "Quick Boy" officially invited Luo Xiu to participate in the recording of the program, and then the other contestants said we should compete for the second place!"

"I can confirm that Luo Xiu is indeed fast. Once he took me from a nightclub to a hotel. I was about to take off my clothes. He said he was ready."

Someone downstairs replied: "But your information shows that it is a man."

"What's wrong with men? Men can't fencing together?"

"Puncture it quickly and harshly!"

...

Because of this marketing incident, the delivery speed of rice balls has become the most discussed topic on the Internet.

Taobao broke the topic of how many sales records it has broken, but not many people care about it.

The record breaking in the first year, the record breaking in the second year, and now the record breaking in the fourth year, netizens are a little numb to this kind of data.

Consumers who have already accepted that Double Eleven will inevitably be much slower than usual, but now they see that there are platforms that can do so quickly, and they are immediately dissatisfied with the slow logistics of other platforms.

After experiencing 4G, how can you tolerate 2G network speed?

Many netizens who have never used rice balls also follow the trend to buy something.

Not long after, another netizen sighed: "I found that rice balls are not only delivered at a fast speed, but also in large quantities. I have stocked up tissues for a year now."

"Stop talking, my laundry detergent will probably last for two years."

"My sanitary napkin can be used to my menopause!"

...

The reason why Pinru group buying can be fast and cheap is that its product model draws on the costco membership stores in the United States.

Costco is the largest chain member-based warehouse mass-trade store in the United States, and its feature is to provide members with high-quality products at the lowest price.

Their strategies have also been praised and referenced by many bigwigs.

First of all, the paid membership system makes customers very loyal.

The second is the small but refined SKU (stock unit, single product).

Customers' consumption is generally concentrated on top products, so they only choose two or three top brands in each category.

For rice balls, reducing SKU greatly improves inventory turnover days, making warehousing management extremely easy, and allowing them to easily achieve multi-warehouse distribution in the same city.

Make sure that goods do not need to be transferred across regions and can be delivered after being shipped out of the warehouse.

Not only is it fast, but the delivery cost is also greatly reduced, and the packaging cost of express boxes is saved.

Third, the quantity is large and cheap.

The few and exquisite SKUs make every product listed on the shelves a hit, allowing the platform to have extremely high bargaining power when selecting products.

Rice balls can be obtained at the lowest price and then combined into large packages to sell them to the extreme.

Fourth, establish a private brand.

After four years of development, Pinru has its own brand products in all major categories.

For the same piece of clothing, production cost: 10 yuan, transportation cost: 0.5 yuan, brand advertising cost: 10 yuan, brand channel cost: 2 yuan... After various costs are allocated, the purchase price may be above 30 yuan.

The clothing produced by Pinru only costs 10 yuan in production costs + almost negligible storage and circulation costs.

...

On other platforms, the more people who understand e-commerce, sometimes the less they don’t know how to choose products.

Depend on the price? Highlights do not mean good. Many products themselves are very low in cost, but they are sold very expensively, and their profits are used for promotion.

Look at the review? As we all know, if you have more than 50 words and five pictures, you will basically use the reviews, or you will make it through cashback through positive reviews.

Look at sales? Sales can be made through a large number of Taobao customers and then allocate the costs to ordinary customers.
To be continued...