Chapter 319: With an insider, things will certainly go more smoothly! OrangePay 2.0, a new era!
On September 19, a taxi-hailing function was added to the first-level entrance of WeChat.
On the day of its launch, Kuaidi Taxi received more than 20 million impressions, with a click-through rate of 11.4%, a conversion rate of 37.2% on the activity page, and an increase in orders of 890,000.
The order completion rate was 87.4%, and the actual number of orders fulfilled was 778,000.
With the support of Penguin's traffic, the market gap between Kuaidi Dache and Didi Dache widened rapidly. The original market structure was 8:2, but in just one day, Didi Dache lost half of its market share.
Li Yanhong immediately panicked and urgently called in Shen Li from the LBS business unit, Gong Zhenbing, the head of Lashou.com, Wang Zhongpu from Qiandu Waimai, and Xiang Hailong, the CEO of Didi Dache, to discuss countermeasures.
It’s a cool autumn day in Yanjing, in the conference room on the top floor of Qiandu Building.
Li Yanhong sat upright with a tense expression. He threw a data report on the table and said in a low voice, "15% to 85%. Didi Dache is being crushed by Kuaidi Dache. When Cheng Wei was the CEO of Didi, the market share could at least be maintained at 20% to 25%."
When Xiang Hailong heard this, his heart skipped a beat. He knew that the boss was talking to him, and he would not be able to get away with it by pretending to be deaf and dumb. So he gritted his teeth and replied:
"Boss, Kuaidi Taxi is backed by Penguin Capital and Senlian Capital. Not counting third-party traffic-buying channels, the traffic from WeChat, QQ, Toutiao, Pinbei, Lingxi Browser and Orange App Store alone can create tens of millions or even hundreds of millions of exposures for it. Our app downloads are only one-fifth of theirs."
Hearing this, Li Yanhong's brows slowly frowned, and the atmosphere in the room became more depressing.
Gong Zhenbing and Wang Zhongpu looked at each other without saying a word.
Shen Li from the LBS business unit pushed up her glasses and sneered inwardly. She set up a taxi-hailing function entrance for Didi Taxi in Qiandu Maps, including prominent resource locations such as the search results page and route planning page, making it convenient for users to hail a taxi with one click.
But Xiang Hailong still messed up the business of Didi Taxi! In her opinion, Xiang Hailong was just a show-off, only able to cater to the upper level and use the traffic resources of Qiandu for commercialization, but had no ability to coordinate projects.
"Didn't maps, search, browsers, Hao123 and Tieba divert traffic to Didi Taxi?"
Li Yanhong asked with an unhappy look on his face.
When users search for keywords such as "taxi", "online car-hailing" and "private car service" on Qiandu, Didi Dache's picture and text advertisements always rank first, and the exposure level is equally astonishing.
Moreover, it can reach potential customers more accurately.
This question made Xiang Hailong speechless. He couldn't admit that he was not as good as Cheng Wei, could he? But would he dare to play dead when his boss asked him questions?
After a few seconds of silence, Xiang Hailong thought about it and put the blame on Shen Li: "The marketing department has researched the user experience of passengers and drivers. There is a delay in the return of real-time traffic data from Qiandu Maps, and the LBS positioning technology is not accurate enough..."
"Mr. Xiang, there is not much technical gap between Qiandu Map and Amap. In my opinion, Didi Taxi's intelligent order dispatching system has bigger problems."
Shen Li smiled faintly and kicked the ball back.
"What I need is a practical solution, not an excuse to shirk responsibility."
Li Yanhong glared at the two of them and criticized them unhappily.
"Kuaidi Taxi offers an instant discount of 10 yuan, so we will subsidize 12 yuan; Kuaidi Taxi offers a discount once a day, so we will increase it to two times to win back users first!"
"Boss, Mr. Xiang, I suggest that we follow the cross-platform operation strategy of Kuaipao and Didi Dache, and give taxi coupons to users when they order takeout."
Wang Zhongpu said with a smile.
Anyway, this marketing cost is borne by Didi Dache, and Qiandu Waimai can also use it to increase the number of orders.
"Users can also receive taxi vouchers when they purchase group-buying products. They will definitely go offline to redeem them. Travel is a rigid need, and this can also form a closed business loop."
Gong Zhenbing added.
"Kuaidi Taxi has three major advantages: first, the convenience of Orange Payment; second, it has more traffic and subsidies than us; and third, it has an efficient order dispatching system. We can fully learn from these strengths. We can also do traffic entry, red envelope fission, driver subsidies, and APP joint marketing."
Shen Li took over the conversation and analyzed it clearly.
It seems like a lot of things have been said, but the core meaning is: don’t even think about it, just copy the operating model of Kuaidi Taxi.
"The technical issues need to be solved, and the deficiencies in marketing promotion need to be made up. Subsidies must be provided! Kuaidi provides 10 yuan per order, and we will provide 12 yuan! We must win back the users first!"
Li Yanhong sat up straight and said.
At this moment, in order to maintain Didi Dache's market share, he didn't even care about the previous verbal agreement and planned to break off the relationship openly.
"Okay, boss." The three responded in unison.
Driven by Li Yanhong, Qiandu.com immediately took action and forcibly recommended Didi Taxi on the homepages of products such as search, forums, browsers and website navigation through pop-up windows, floating windows and interstitial ads.
Take a taxi and get a 1TB storage space of Qiandu Cloud Disk for free! Buy a group purchase package of 10 yuan or more, and once it is successfully verified, you will get a 10 yuan free taxi voucher!
Order takeout and get a $10 coupon!
On the PC homepage of Hao123, a 12-yuan taxi voucher with no threshold for new customers and a random red envelope of 8 to 10 yuan for old customers will pop up every day, bringing the subsidy level back to a week ago.
Not only did Chen Yansen not take Ma Wenteng's mediation seriously, even Li Yanhong didn't take it seriously and turned hostile without hesitation.
After learning about this, Xiao Ma Ge couldn't help but curse a few words. I don't know if he was cursing Chen Yansen or Li Yanhong, or both of them.
But the market performance of Kuaidi Taxi really surprised him.
The average daily order volume is more than 5 million, and the transaction amount is as high as 140 million yuan. The platform's annual turnover can reach 50 billion yuan.
By then, Kuaidi Dache's valuation will soar to 8 billion to 12 billion US dollars. If it can defeat Didi Dache, it will not be difficult to exceed 12 billion US dollars according to optimistic estimates.
In other words, the value of Penguin's equity will soar from the initial 130 million US dollars to 900 million US dollars, with a return on investment of 592.3%.
Of course, what Ma Wenteng can think of, Ma Liyun, Zhu Xiaohu, Yu Heng and others can also think of.
At one time, investment institutions such as Ali, Penguin, DST, Sands Ventures, Huake, Goldman Sachs and Huaxin called and asked Chen Yansen if he needed funds.
Kuaidi Taxi still had sufficient funds in its account. Chen Yansen did not agree, but did not refuse either. He just took the opportunity to test the quotations from all parties and prepare for the next round of financing in advance.
Didi Dache’s counterattack was fierce, and the average daily order volume increased extremely rapidly. In just three days, the order data increased from just over 1 million to more than 1.3 million.
But what makes Li Yanhong depressed is that after entering the Northeast and South China markets, Kuaidi Dache has expanded rapidly and still occupies 85% of the market share.
Didi's market share remained unchanged and even fell by 0.2%.
The online car-hailing war between Kuaidi and Didi Dache not only stunned people in the industry, but also stunned users.
From May to mid-September, a total of five months, the two sides have consumed a total of 3 billion in subsidies. According to the current development trend, this number will soar to 5 billion by the end of the year! There are many practitioners who want to enter the online car-hailing track privately, but almost no one dares to do it.
After all, if you don’t prepare 1 billion in cash, you won’t be able to survive even for three months, and you will be strangled by the subsidy war between Kuaidi and Didi Dache.
Competitive products like Yaoyao Taxi, Yidao Car Rental, and 365 Car-hailing were smashed to death on the beach by huge waves before they could even make a splash.
Who would dare to enter the market at this time? Now that BAT, state-owned assets and foreign capital have all entered the market, it is difficult to find investors even if a product is developed.
at the same time.
Shanghai, FX District, in front of the Business School gate.
Logically speaking, the business school is located in the suburbs, so there should be few taxis around the school.
However, after the subsidy war between Kuaidi and Didi was restarted, the instant discount for each order for old customers returned to the 12 yuan era, and the driver's subsidy for accepting orders increased to 4 yuan per order.
Without deducting the deduction points, a driver can earn at least 16 yuan for each order.
Especially near the business school, students adhere to the principle of not taking advantage of others if they can, so even if they want to go to a snack street two kilometers away, they have to take a taxi there and back.
The driver can earn 32 yuan for a round trip without paying for the passengers! The situation in the urban area is similar. When uncles and aunts go downstairs to buy vegetables, they have to take a taxi.
Who would walk if they could get a free car to pick them up and drop them off? Despite the daily losses of more than 10 million yuan, Chen Yansen felt that it was worthwhile: the capacity of the online car-hailing market was increasing, and users were also gradually developing the habit of ordering cars online.
In the long run, all taxis will be forced to actively install taxi-hailing apps, because there will be fewer and fewer passengers hailing taxis on the roadside, and there will be no customer source without fast taxis.
But what Li Yanhong didn't know was that after the special operation of the Yanjing Inspection Office, the gray market studio became much more honest and the Little Cow software was banned. But after twenty days of silence, a short-order software called "Big Golden Bull" emerged, which seemed to have accurately found the system loopholes of Didi Taxi.
It can provide customers with one-stop services including code registration, automatic switching of IP and device numbers, virtual positioning, itinerary simulation, etc. The price is 150,000 yuan per set, which is the same as the pricing of Xiaonainiu.
Studio owners in North China and East China are all secretly speculating that the Big Golden Bull and the Little Dairy Cow are definitely the work of the same person.
Although there are great risks in taking advantage of Didi Taxi, the benefits are also high.
In less than a week, Hui Ge and others who were far away in Annan successfully sold 12 sets of software.
"Brother Hui, including this order, we made a total of 1.8 million!"
"Ah Zhen, where did you find this programmer? His skills are really amazing."
After confirming that the buyer had made the payment, Yaozi and Chaozi immediately looked up and reported the payment to Brother Hui with a smile.
"The profit sharing ratio needs to be adjusted this time." Brother Hui announced lightly while sitting on the sofa nearby, biting a Marlboro in his mouth.
"ah!?"
Liuzi's reaction was huge, he stood up suddenly, but he didn't speak in a hurry, because he was not sure whether Huige meant "move a little" by going up or down.
"For each order of the Golden Bull, each person gets 15,000. Zhen knows the technology, so he gets an extra 5,000."
Brother Hui took a deep puff, blew out a smoke ring and said.
"Do you have any objections?" Brother Hui asked with a serious face when he saw that no one was talking.
"Brother Hui, whatever amount you say is fine with me." Ah Zhen laughed, looking quite tactful.
"Brother Hui, I don't understand." Yaozi asked bravely.
The implication is that he thinks it's too little! "Where do you think this software came from? Is it so easy to find loopholes in Didi Taxi? I also want to earn 10,000 yuan less, understand?"
Brother Hui rolled his eyes and cursed viciously.
A Zhen is a smart man, and a glimmer of enlightenment immediately flashed in his eyes.
After Xiaonainiu was banned, he found a group of programmers in Annan, but the positioning software and automatic wiping programs they wrote could not bypass Didi Dache's anti-cheating team.
Two weeks ago, Brother Hui suddenly had an idea and found a system loophole in Didi Taxi.
He thought it was a coincidence, but it turned out there was a traitor! Yaozi, Chaozi and Liuzi saw that Zhen agreed. Although they were unhappy, they did not dare to show it. They forced a smile and agreed reluctantly.
This time, Brother Hui acted more cautiously, for fear of revealing even the slightest clue.
With internal and external cooperation, Didi Taxi's daily order data increased again. Li Yanhong was very satisfied with this and attributed the credit to the concerted efforts of various departments.
On September 26, Orange Pay version 2.0 was released and launched simultaneously on multiple channels including App Store, Android App Store, 91 Mobile Assistant, Wandoujia, App Store, Xiaomi Mall and Orange App Store.
The main functions added are scanning, payment code and receipt code. This move means that Orange Payment's business scope will move from online to offline.
Luzhou, Huaihai Road Pedestrian Street.
A salesperson from Kuaipao was standing in front of the cashier counter of a spicy hotpot restaurant and chatting with the boss with a smile.
"Boss Zhou, please do me a favor and apply for a merchant payment code." Zhu Zhengchen said directly.
"Payment code? What's the use of this thing?" Zhou Junyi asked casually.
If it were someone else, he wouldn't bother to pay attention.
But Zhu Zhengchen is different. He is the business manager of Kuapao group buying and is in charge of merchants on half of their street, so naturally he has to give him some face.
"One is the collection code, and the other is the payment code. When customers check out, they just need to open the Orange Payment APP, scan it, and enter the bill amount. The payment operation can be completed in a few seconds. For you merchants, it is convenient for reconciliation and reduces the chances of receiving counterfeit money and making mistakes in calculations." Zhu Zhengchen knew the words well and explained slowly.
"My Dragon Scale Horse! Is it so convenient? Teach me how to do it! By the way, this thing doesn't charge a withdrawal fee, right?"
Zhou Junyi's eyes lit up and he quickly pulled Zhu Zhengchen aside and asked.
"Of course not." Zhu Zhengchen said firmly, and added two words in his heart: temporarily! Merchant payment codes can greatly improve payment efficiency and business management level. Orange Pay has also added automatic reconciliation and financial analysis functions.
Convenient operation and easy to use! Zhou Junyi was very receptive. An hour later, he printed out the payment code and posted it on the cash register.
Orange Pay’s offline promotion work was very low-key. In the first phase, it only contacted group buying and takeaway merchants, and the progress was extremely smooth.
In Shanghai, Luzhou, Jinling and other places, scanning code to pay has gradually become popular.
(End of this chapter)
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