Meanwhile, at the Renren Group Buy briefing session.
The newly appointed head of the promotion department, and one of the first members of the Renren Iron Army, Luo Guangjun, stood on the stage holding a microphone, his voice booming and saliva flying.
"The first thing at today's briefing is, I want to congratulate everyone."
"Congratulations on getting the first ticket to the great internet ship. From now on, you will gain more customer traffic than your competitors and will forever leave them far behind.
After being empowered by Renren Group Buy, you will inflict a dimensionality reduction attack, a ruthless slaughter, upon your competitors! I suggest, everyone give yourselves a round of applause!"
Those proper bosses were still a bit confused by what was said, when they saw a group of people in the venue start clapping very vigorously, their faces full of excitement.
Everyone else was clapping, so if the proper bosses didn't clap, they would seem out of place, and they immediately followed suit.
Needless to say, these were all atmosphere creators arranged in advance by Gao Songbin, commonly known as "shills."
Leading applause anytime, anywhere, when the speaker reached a climax, they had to shout "awesome."
In short, they had to do everything possible to liven up the atmosphere and prevent any dull moments.
Luo Guangjun looked at the enthusiastic crowd below the stage with satisfaction, and waited until the applause had almost died down before raising a hand to signal for quiet.
"I know many of you definitely don't believe me, and might say, 'What are you bragging about? I know what the internet is, isn't it just for chatting online and playing games? What does it have to do with my business?'"
"Before today, your thoughts were correct, but after today, if you still hold onto this idea, you will only face a terrible demise! If you don't believe me, you can record what I say today, and check it three or five years later. If I'm wrong, you can curse me however you want, and I'll accept it!"
Luo Guangjun's face showed immense confidence; this was passion ignited by a strong belief in Renren Group Buy and the entire internet trend.
And in the Renren Iron Army training camp, for almost half a month, new employees were trained on the company's corporate culture, values, and sense of identity.
Only when internal employees themselves have absolute trust in the company's products can they persuade and influence others!
Moreover, here, Luo Guangjun also employed a common persuasive technique from later generations: selling anxiety.
Selling anxiety sounds like a derogatory term, a bad behavior, but in reality, it is a very clever marketing tactic.
People's emotions are easily influenced, manifesting as herd mentality in offline industries: if everyone goes to eat at this restaurant, then this restaurant must be good, so we'll try it too.
If no one is at this restaurant, then we won't go either; it must not be good.
Online, negative emotions like anxiety and fear can easily influence people's thoughts and behaviors, making them more susceptible to external stimuli.
Many businesses and organizations exploit this to achieve their goals by creating and amplifying people's anxiety and fear.
Anxiety and fear often evoke emotional resonance in people and are easily spread through channels like social media; in a specific environment like a briefing session, the effect can even double.
The merchants below the stage were originally somewhat distrustful, but hearing Luo Guangjun's confident assurances, they couldn't help but become a little more serious and listened attentively.
Luo Guangjun remotely switched to the next slide on the large screen.
"What are the advantages for physical merchants in launching local life group buying?"
"In traditional business operations, what are the ways to acquire customers? Who knows? That gentleman there, you tell us."
"Yes, it's nothing more than setting up a nicer signboard. But our company has calculated that only people within a three-kilometer radius are more likely to see your signboard; people living outside this radius will not even know about your shop.
If you still want to acquire customers at this point, you can only do so by operating for a long time, continuously building word-of-mouth, or placing advertisements in newspapers. Am I wrong?"
When he reached this point, Luo Guangjun paused.
Someone from the atmosphere creators immediately shouted,
"That's right!"
What Luo Guangjun said was inherently reasonable, and with someone else guiding them, the proper merchants became even more convinced.
"But internet group buying is different; you are essentially putting your signboard online. Customers can see your signboard directly online; this is the same principle as Taobao. As long as your product is good, service is good, and prices are affordable, you will stand out.
Not only users within a three-kilometer radius of your store can see it, but also those outside three kilometers. Doesn't this bring you customer traffic that didn't originally belong to you?"
"The second advantage: Since users place orders online before picking up goods at the physical store, in this transaction process, the user has already completed the transaction online.
Compared to users shopping after arriving at the store, it shortens the shopping process and can increase the number of completed orders for the store through the online platform."
"Third: repeat purchases. Whether we open a restaurant, a bathhouse, or any other store, loyal customers are the most crucial.
Currently, everyone is implementing some kind of membership card system, but as long as you join Renren Group Buy, you can set up your own membership system and have exclusive customer groups, where you can directly organize regular activities. We call this model 'private domain.'"
Luo Guangjun spoke with great effort, constantly gesticulating and gesturing, occasionally raising his arms and shouting, his expression moved, easily bringing about resonance and recognition in people.
These were all knowledge taught in the training camp, the signature techniques of the Renren Iron Army.
"Hmm, if I'm the only one talking, everyone might not be convinced, and might think I'm just rambling, 'How can we trust you?'"
Luo Guangjun suddenly slowed his tone and chuckled softly:
"Actually, one of our company's projects, the food delivery service, has already been operating in Dongjiang University City; it's essentially similar to group buying.
After a year of operation, registered users have already exceeded 500,000, while the total number of university students in Dongjiang is only 700,000. These 500,000 people alone generated thirty million orders last year, with an average of 80 food deliveries ordered per student per year."
"The mission of Renren Group Buy is to 'help Dongjiang's small and medium-sized enterprises develop rapidly, making business easy for everyone.'"
"Next, let's welcome Mr. Li, the representative of our merchant Xiao Li Shengjianbao, to share his story with you all."
The briefing session officially entered the testimonials segment, the purpose of which was to increase persuasiveness; this tactic is most widely used by many irregular methods.
Mr. Li from Xiao Li Shengjianbao, in his early thirties, dressed courteously and refined, took a deep breath after taking the microphone on stage, looking slightly nervous, before saying:
"Hello everyone, today I'm here to share my story with you."
"My wife and I originally operated a small shop at the entrance of the University of Finance and Economics, but because it was quite far from the school gate, business was always poor.
Every day, my wife and I worked tirelessly, only earning enough to cover our labor costs; at one point, I even wanted to quit. It wasn't until I joined Renren Food Delivery that my career began to rise.
I still remember the very cold winter two years ago; one day, General Manager Gao from Renren Food Delivery came to my shop for breakfast, praised my craftsmanship repeatedly, and asked me, 'Your Shengjianbao tastes so good, why does your business seem so-so?'"
"That's how I started chatting with him. Later, General Manager Gao recommended me to join Renren Food Delivery's merchant platform, which is actually similar to group buying; both involve opening a store online, the difference being that one has delivery, and the other doesn't.
What I didn't expect was that after joining Renren Food Delivery, I watched my business get better day by day. Soon I couldn't handle it alone and had to hire two apprentices. Later, Xiao Li Shengjianbao was fortunate enough to win the monthly sales championship, and I expanded from one store to two, and now to five stores."
"All of this was achieved within a year. If you don't believe me, you can visit my stores to see for yourselves."
After Mr. Li left, Luo Guangjun took back the microphone and said with a touch of emotion:
"Mr. Li is just a very ordinary merchant representative of our company, and we have hundreds more like him. 'Making business easy for everyone' is truly not just talk; we have always been taking action, hoping to allow more treasure-like shops such as Xiao Li Shengjianbao to gain more traffic."
"You will no longer have absolutely no business just because of a poor location. As long as you join Renren Group Buy, even if your shop is in an office building, we can bring customers to you.
Nowadays, a good office space in Dongjiang can be rented for only a few thousand yuan a month, while a storefront of the same size in the bustling downtown area costs how much a month?
You'll know if you calculate it yourselves. With this money saved, you might only need to sell half of your original sales volume each month to make a profit. You could even lower product prices to attract more customers."
When he reached this point, Luo Guangjun's tone changed.
"Of course, I won't hide it from anyone; even with group buying projects for your stores, competition is still necessary, even more intense than the competition among offline stores.
Customers can see your store online, and they can also see other stores. If you want to stand out in the competition, not only do you need good products and good service, but more importantly, our company's promotion."
"Now, take a step ahead, firmly occupy a favorable position, which will be greatly beneficial for your future competition. Our company will also provide a certain amount of traffic support to quality merchants.
But we provide the traffic, and you all must live up to it; you cannot be an 'Ah Dou who cannot be helped up.' At today's briefing, I dare to announce that I have prepared ten internal support slots..."
Before Luo Guangjun could finish his sentence, suddenly a girl with a ponytail rushed onto the stage and anxiously exclaimed:
"Old Luo, where are there ten slots? The company only has five slots! Don't you know how much these slots are worth?"
The bosses below the stage were confused by this sudden scene, thinking to themselves,
"How come people from the same side are fighting?"
But after listening closely, they immediately became particularly interested in the so-called slots.
If these slots are so awesome, then if I get one, won't I take off immediately?
Luo Guangjun feigned displeasure:
"Xiao Liu, what are you doing? We're in a meeting. I said ten slots; I'll take responsibility for anything that happens. At worst, I'll go apologize to General Manager Gao after work, bearing thorns on my back."
The ponytail girl called Xiao Liu stamped her foot helplessly:
"I really can't do anything with you. Just wait for your salary to be docked."
After Xiao Liu left, Luo Guangjun turned back to the audience and smiled broadly, saying carelessly:
"My apologies, everyone, for the spectacle. But rest assured, since I, Luo Guangjun, said it, I will definitely do it. If I said ten, it's ten, even if my salary gets docked for it, I don't care."
This whole exchange actually moved the merchant bosses somewhat.
What a good person!
Everyone was convinced, and eagerly called out to the salespeople around them, wanting to learn more.
Gao Songbin, sitting in the first row, waved his hand, and in an instant, dozens of salespeople in black suits sprang into action to explain to the merchants in the venue.
The core content of their explanation was only one thing!
The slots are very precious and very limited.
To obtain a slot, you must show sufficient sincerity!
Money?
No, our company doesn't want money!
You just need to convince me: if you're given the best slots, how will you be able to sell?
Otherwise, if I give the same slots to higher-quality shops, they will bring in more completed orders.
For your own good, and for you to acquire more customer traffic, we suggest that you offer a particularly low discount.
Losing money?
Losing money doesn't matter; as long as it brings in customers, there will always be a time to profit later.
If you're unwilling to offer discounts, then we apologize, Renren feels that your sincerity is not quite sufficient.
While explanations were in full swing in the venue, the on-site loudspeakers started blaring periodically.
"Currently, eight slots remain!"
"Currently, six slots remain!"
Seeing that the slots were becoming fewer and fewer, those merchants who were originally hesitant couldn't hold back and quickly applied to sign a contract.
If I don't sign now, there won't be any left; I can choose not to make money, but I can't choose not to have one!
What if my competitor gets a slot, and I don't?
......
They were busy until almost five in the afternoon when the briefing session finally concluded.
Looking at the empty venue, Gao Songbin, Luo Guangjun, and others felt both exhausted and excited.
Fifty merchants attended, and forty eventually signed discount contracts.
The discount contracts were divided into three tiers: A, B, and C.
Tier C received a uniform 30% discount and gained category promotion.
Tier B received a uniform 50% discount and gained Renren Preferred promotion.
Tier A received an even lower 70% discount and would be promoted on the Renren Group Buy homepage!
"The set of venue negotiation procedures passed down by Chairman Chen is truly effective; it's almost entirely standardized, but the results are exceptionally good."
The others also nodded in deep agreement.
Honestly, how could it not be effective?
Chen Pingjiang had conducted venue negotiations for a long time in his previous life; the procedures were too clear, and combined with various live-streaming tactics from later generations, it would be a wonder if it wasn't effective.
The venue itself is an enclosed space, making it easy to evoke emotions, leading to herd mentality among the crowd.
After selling anxiety, highlight the theme, then present real-life case testimonials, followed by a commonly used internal conflict tactic from live broadcasts to let everyone know about the scarcity of slots.
Finally, one-on-one explanations, coupled with continuous announcements, create a sense of urgency.
After this whole set of tactics, the merchant bosses who had never encountered so many tricks were mercilessly subjected to a dimensionality reduction attack.
Of course!
The internal support was not an exaggeration but truly provided promotion, and the merchants themselves incurred no losses.
If the promotion wasn't effective and there were no transactions, then naturally there's no mention of losses.
If the promotion was effective and brought in more customer traffic, the merchants considered it advertising.
Moreover, in the early stages of Renren Group Buy's launch, the commission rate charged was also very low.
By any calculation, it was a win-win business.
(End of Chapter)