Chapter 312 Li Yanhong: How can you learn from Cheng Wei? Authorize Ali, group purchase code is online!
How come these two people have the same operational ideas? High subsidies and red envelope interactions are leftovers from Kuaidi Taxi, and content marketing and cross-platform cooperation are also copied from Cheng Weixing's operating ideas.
Li Yanhong looked at Xiang Hailong with an unhappy expression, feeling annoyed in his heart: I didn't promote you to ask you to plagiarize Cheng Weixing, you must at least have some ideas of your own, right?
As Xiang Hailong was speaking, he caught a glimpse of his boss's expression, and his heart skipped a beat. He immediately changed the subject and said, "Bind payment scenarios, combine with electronic map services, and rely on high-frequency navigation functions to increase exposure and orders for Didi Taxi. Fifth, optimize product experience, improve user stickiness, increase order matching rate through data analysis, reduce drivers' idle driving rate, promote voice input, deposit mechanism and other functions, and improve order-taking efficiency.
For passengers, we need to enhance positioning accuracy, reduce driver refusal, use red envelope sharing functions, create social communication methods, and reduce the cost of attracting new customers..."
Hearing this, Li Yanhong's expression brightened slightly and his brows relaxed.
After reporting to Hailong, Wang Jin went on to add information on the reconstruction progress of the Didi Taxi app and the direction of improvement in product functions.
"What is the approximate daily marketing budget for the North China market plus the six cities in East China?" Li Yanhong asked.
"Between 10 million and 12 million." Xiang Hailong took a deep breath and answered nervously.
From the perspective of operational strategy, there is almost no difference between him and Cheng Wei.
There is no sign of business talent, he just keeps throwing money around.
300 million per month?
Li Yanhong's breath stagnated and he felt a tightness in his chest.
Combining online car-hailing, group buying, food delivery and map services can indeed form complementarity in traffic and commercial monetization, and complete the O2O strategic layout of Qiandu LBS Division.
But the problem is that the pioneer of this model is Senlian Capital, and Qiandu is an imitator. In order to gain more market share, the funds consumed are also astronomical.
Passengers have no loyalty to online ride-hailing platforms, and once the subsidies stop, their feelings are gone.
The business model is good, the only drawback is that it is too expensive.
Even Li Yanhong couldn't help but feel shocked when faced with the huge loss of 300 million yuan per month.
Both Apple and Temasek Capital have expressed their intention to invest in Didi Dache, but these two companies asked Li Yanhong to complete the merger with Kuaidi Dache as soon as possible.
To put it bluntly, you can invest money, but you, Li Yanhong, cannot treat it as blank paper.
As for the merger?
Chen Yansen didn’t agree either!
“Didi Dache’s E round of financing will be invested exclusively by the group, so there is no need to worry about capital shortages. We need to speed up the pace of opening new cities and expand the scale. We will use subsidies to quickly narrow the gap with Kuaidi Dache, and then gradually reduce direct subsidies and turn to indirect incentive policies such as points and shopping vouchers, turning from a subsidy war to rational competition!”
Li Yanhong looked at Wang Jin and Xiang Hailong and reminded them with concern.
The two nodded repeatedly, feeling a huge pressure.
In the absence of intervention from a third-party investment institution, the group exclusively enjoys the transferred equity in the E round of financing. Although the shareholding ratio has increased, it consumes the company's money every day, and the boss's demands will become more stringent.
"Go out and do your work." Li Yanhong waved his hand and said.
In his opinion, Didi Chuxing's current market share is only 20%, mainly because the area covered by its services is too small. Once it enters the East China, Central China, and South China markets and increases the average daily order volume to more than 3 million, it is still unknown who will win.
He didn't think that Qiandu couldn't beat Senlian! At the same time, Wang Xin was extremely unhappy when he learned that the order data of Qiandu Takeout on the first day of its launch easily exceeded 30,000, but he had to admit it.
Meituan was no match for the giants of BAT! It took him a week to increase the daily order volume of Meituan’s takeaway to 30,000.
Today, Meituan has sufficient transportation resources, but faces the problem of insufficient business volume.
The riders who were trained with great effort have either jumped to Kuaipao or are delivering orders for Qiandu Waimai.
After all, all the riders are registered under the name of third-party companies and have nothing to do with Meituan. This saves labor costs and facilitates management, but it has no binding force on the riders.
"Meituan Waimai has run its business processes in Yanjing and can now expand overseas."
Wang Xin said to Wang Huiwen.
If Meituan remains confined to a small corner, its food delivery business will never be able to grow and develop.
Especially after receiving US$75 million in financing from General Atlantic and Sequoia Capital, Wang Xin's ambitions expanded rapidly, and he prepared to compete with Qiandu and Senlian Capital in the group buying and food delivery sectors.
"South or north?" Wang Huiwen asked.
If you go south, you can go to East China, Central China, or even South China, and if you go north, you can only choose Northeast China.
"Go north!" Wang Xin said lightly.
He wanted to stay out of the spotlight for the time being and first take over the Northeast market that no one paid attention to. The bigger the scale, the more voice he would have, and only then could he gain the favor of venture capital institutions.
This strategy is consistent with the way it plays in the group buying market, and it is very familiar to Meituan! It is also Meituan’s comfort zone. It will focus on third- and fourth-tier cities first, and then move on to first- and second-tier cities, winning by virtue of its scale advantage.
But Pei Yi was keeping an eye on Meituan's movements all day long, and as soon as the plan to capture the Northeast takeout market came out, the full content appeared on his desk.
"Going to the Northeast?"
Pei Yi snorted coldly and planned to move forward together.
He wants to develop the South China market, but he cannot give up the Northeast market.
“When the QR code coupon verification function is launched, you can’t even maintain your market share in the group purchase business. How can you still compete with Kuaipao for the market share in the food delivery market? It’s simply wishful thinking!”
Pei Yi put down Meituan's marketing plan and muttered softly.
…
…
On September 6, SF Express announced that it will officially launch electronic waybill technology after September 15.
The next morning, 13 express delivery companies including Tiantian, Guotong and Guofeng successively joined the Yunsu Express Alliance and would share data interfaces with Yunsu. The price of Yunsu was: to authorize the electronic waybill technology to various express delivery companies at a price of one cent per ticket.
After Ma Liyun found out, he hurriedly called the heads of Tiantian and Guotong, but they said: "We will definitely join Cainiao Logistics, but Mr. Ma, please don't stop us from joining the Yunsu Express Alliance."
These fence-sitters will go wherever the wind blows! Although Ma Liyun was angry, he could do nothing about it. He had only signed cooperation intentions with Tiantian, Guotong, Guofeng and other companies, but had not signed exclusive agreements. He had no right to restrict the behavior of these express delivery companies.
The most troublesome thing is that Yunsu’s electronic waybill technology has even been patented, named “Electronic ticket information processing method, device and electronic equipment” patent, and the application date is May 2012.
This technology is not difficult, but the difficult part is promotion.
Just like Windows and Android, can't billions of people around the world develop a completely new operating system?
Of course not!
Microsoft and Google have adopted a differentiated operating approach of mainly free and supplemented by paid services, and have included most countries and regions in their service scope, thereby cultivating a huge market, software ecosystem and application developers.
Even if a mobile operating system with better performance than Android appears, it will be extremely difficult to promote it.
This is also the key reason why Chen Yansen is eager to develop his own system.
The smartphone market in 2012 was not yet saturated, with domestic smartphones accounting for only about 30%. Launching Aurora Future OS to the market at this time would make it easier to reverse the situation.
Although the Android system is powerful, IOS can tear a hole in it, so Aurora Future OS can do the same.
Ma Liyun took out his cell phone and wanted to call Chen Yansen to question him, but he quickly gave up the idea.
As a businessman, some things should be kept in your heart, because they will become meaningless once they are spoken out.
If Cainiao's logistics plan is to proceed smoothly, it cannot do without electronic waybill technology.
In other words, he still has to beg Chen Yansen.
Unless it circumvents Yunsu Express’ patent restrictions, Cainiao Logistics can only use traditional paper waybills.
After pondering for a while, Ma Liyun called Chen Yansen and said, "Mr. Chen, I would like to purchase the patent license for the electronic waybill technology from Yunsu Express on behalf of Best Express and Cainiao Logistics, which is being established."
E-commerce Ma's tone was extremely steady, and it was impossible to tell whether he was happy or angry.
"No problem. I'll ask the staff of the Intellectual Property Department to contact Ali." Chen Yansen agreed readily.
Even if we ignore personal relationships and only look at business cooperation, Ali and Ma Liyun have never deliberately targeted him.
A year ago, through equity swap, it joined hands with Augusta and Lotte Capital to buy FoxTao for 20 billion yuan.
After that, it successively invested in Kuaipao and Kuaidi Dache.
If there was no Pinbei, his relationship with Ahri would not be worse than that of the Penguin.
What's more, forcing Ma Liyun to the opposite side of Senlian Capital will not benefit him.
Anyway, in the field of e-commerce, Pinbei has always been low-key. It only participated in the 418 Home Appliance Festival in a high-profile manner. It did not shout out the slogan "surpass Ali in five years" like Liu Qiangdong.
In a sense, Ali and Pinbei are in the same industry and are competitors, but not enemies.
The one who claims that he wants to dethrone Ali from the top of the industry is Ali Baba's enemy.
Although Pinbei seems to be more threatening.
"Did you agree?" Ma Liyun asked subconsciously.
He didn't expect that Chen Yansen would agree so readily. He thought he would have to offer some conditions in exchange to get it done.
"Ali is an important partner of Senlian Capital. There is no reason why SF Express, Tiantian Express, and Guotong Express can all get patent authorization, but Ali is not given it?"
Chen Yansen sat on the sofa in the office and chuckled and joked.
After hearing this, Ma Liyun's anger instantly subsided by 50% to 60%. The corners of his mouth raised slightly, and he smiled: "Kuaipao has invested a lot in the group buying and takeaway industries. When will it start the B round of financing?"
What this means is that Ali is still a supporter of Senlian Capital in the field of local life.
"Let's talk about it after the Internet conference is over." Chen Yansen casually said a time and postponed it for a few days.
Kuaipao received a total of US$180 million in Series A funding from several institutions including Ali, Penguin Capital, Sands Ventures and Hillhouse Capital.
Except when competing with Ele.me, it consumed less than 10%.
In the past three months, the development of the North China, East China and Central China markets did not actually cost much, and the remaining funds were sufficient to support Pei Yi in completing the expansion of the South China and Northeast China markets.
Moreover, Qiandu and Meituan Waimai have not yet stepped out of Yanjing, while Kuaipao's business in other regions is profitable, contributing about 2 million in net profit every day.
Therefore, Chen Yansen was not worried about the funding problem of Kuaipao at all.
"Okay, then see you in Yanjing." Ma Liyun said with a smile.
Chen Yansen exchanged a few pleasantries and pretended to be concerned about the progress of the Cainiao Logistics project.
Ma Liyun's face darkened, but he did not avoid the topic. Instead, he said ambiguously that the funds, venue and partners were all under negotiation.
Chen Yansen thought to himself: You are so slow, you can only follow behind me and eat dust.
Yunsu Express Alliance was established first, and Cainiao Logistics was established later. Others will only say that Cainiao is a copycat.
Ten minutes later, Chen Yansen hung up the phone.
Since Lao Ma did not choose to break up, he certainly would not take the initiative to overturn the table.
It will not do Ahri any good if he is pushed into a corner.
“Although Kuaipao and Kuaidi Dache are not short of money for the time being, they still have to continue raising funds, by the end of the year at the latest.”
Chen Yansen narrowed his eyes and pondered secretly.
Whether it is Penguin, Ali, DST, or Huake, Huaxin and China Merchants, they all have to use equity to deepen their relationship.
The sunk costs in the past are high enough, so investors such as Penguin and Ali dare not give up Kuaipao and Kuaidi Dache easily.
In the next few days, Chen Yansen worked with Wang Teng and others to push forward the development plan of Aurora Future OS in an orderly manner. The underlying architecture design has been completed, and the remaining compatibility solutions, graphics rendering engines and security frameworks can be left to the R&D department.
On September 10, the Kuapao APP was updated to version 2.0, adding the scan and group purchase code functions.
The way the group buying industry redeems its accounts has changed dramatically in an instant.
After trying it out, merchants and users immediately discovered the convenience of the group purchasing code.
Driven by the group buying code, Kuapao's group buying business has grown extremely fast and is rapidly approaching Lashou.com's market share.
(End of this chapter)
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