Chapter 523: The war begins, the 600 billion goal has been achieved! Brother Sen and Brother Dong’s second honeymoon!
The main reason why Chen Yansen set the start time on the eve of the Double 12 promotion was that Kuaipao had just received 3.18 billion US dollars in financing and had money in hand, so of course he wanted to give Lao Ma a warning.
Including Li Yanhong, the three companies need to work together to expand the business.
Otherwise, if you only rely on Kuairun, your progress in cultivating the market will be too slow.
An hour later, Ma Liyun had no choice but to fight.
The subsidy scope is also limited to Hangzhou, and the coupons are also 12 yuan with no threshold.
Lao Ma spent money to regain the takeaway market share at 11 o'clock.
As a result, the number of takeout orders from Kuaipao and Taodiandian skyrocketed. The riders from Qiandu Takeout sat on their electric scooters, looking at the busy riders from the two companies after the surge in orders. They simply took off their clothes and either changed into the orange work clothes of Kuaipao's part-time riders, or put on the blue work clothes of Taodiandian.
Merchants who operate Qiandu Takeout don’t usually receive many orders, and now there is no one to deliver the food at all.
The users were pressing for payment, and the merchant had no choice but to curse and ride on his electric bike to deliver the food himself.
At six o'clock in the afternoon, Kuapao issued another wave of free milk tea coupons to users, covering drinks priced between 6 and 10 yuan.
But there is a trick to this coupon: buying one cup is not enough to cover the delivery fee, and if you buy two cups, you have to add a few more dollars.
This is equivalent to a buy-one-get-one-free 50% discount.
In order not to lose users during the evening rush hour, Taodiandian had no choice but to continue issuing coupons.
For a time, a piece of bread for one dollar, a bowl of Shaxian fried noodles for three dollars, and two cups of milk tea for five dollars became the dinner and midnight snack for Hangzhou residents.
This scene made the surrounding netizens envious.
Ever since Qiandu Waimai gave in, they have never received a coupon worth more than 5 yuan.
"Big cities are still the best. There are so many internet companies and the competition is fierce. There are endless red envelopes and free coupons to receive. There's simply no way to get them all!"
"@陈妍森Mr. Chen, when will the coupons be issued in Shanghai? I also want to drink Shanghai Auntie for 5 yuan for two cups."
"Where's Li Yanhong? Doesn't Baidu have service in Hangzhou? After all, they're one of the BAT Big Three. They wouldn't even be willing to give out coupons, right?"
"What's BAT? This is the era of SAT, there's no B anymore!"
In the comment section of the social platform, netizens were discussing with a smile.
Some people say that Baidu's market value does not even reach 20 billion US dollars, which is far behind that of Suncity Capital, Ali Baba, and Penguin Capital, and it should be kicked out of BATS.
Some people also said that Qiandu had been kicked out a long time ago.
The last time the concept of BAT was mentioned in the news was three months ago.
After learning about the food delivery war between Kuaipao and Taodiandian in Hangzhou, Li Yanhong thought for a moment and told Wang Zhongpu, "Qiandu will not participate for the time being."
At this time, he was busy trying to regain the search engine market share from Lingxi Search and 360 Search. Naturally, he was unwilling to be distracted, let alone disperse the group's resources.
In the early hours of the morning, a user in Hangzhou opened the Kuaipao takeout channel, raised the corners of his mouth slightly, and revealed an expression that said, "As expected."
They knew that Pei Yi, CEO of Yikuaipao, would definitely not fight a subsidy war for just one day.
After all, based on past experience, the time can be as short as two weeks or as long as three months.
Pei Yi deliberately placed the main battlefield in Hangzhou. The core reason was that this was Ali's base camp and Taodiandian had a market share of more than 50%.
In the past, the two companies were in the honeymoon period of cooperation, so Pei Yi turned a blind eye and did not increase marketing efforts, but simply maintained the normal rhythm of business competition.
But when Ma Liyun put Kuai Run at the entrance of Taobao and downgraded its rights, the two companies fell out.
at the same time.
At the brightly lit Ali headquarters in Hangzhou, Ma Liyun rubbed his sore eyes and said with all his strength, "Since Kuaipao wants to fight, then I'll play along. Otherwise, people will think I'm afraid of Chen Yansen."
He knew in his heart that he couldn't escape and had no choice but to fight.
In his opinion, some food delivery users have very low loyalty. When faced with homogeneous services, they will choose the platform that offers greater discounts.
Another part of users was cultivated with great difficulty. Not only do they place orders frequently, but their average order value is also high. They are considered Taodiandian’s seed users in Hangzhou. You can’t just watch the chopsticks go into your bowl to pick up food, right?
"Mr. Ma, in terms of subsidy intensity, should we keep it the same or increase it?" Tang Yongbo asked tentatively.
Because Taodiandian does not have an advantage in catering merchant resources, freight and delivery time, it is not difficult to see from yesterday's data that under the same discount conditions, Taodiandian's red envelope redemption rate is only 53.7%.
In other words, even if users are given a 12 yuan coupon with no threshold, only half of them will place an order.
"Increase it to 15 yuan, and have the waiter talk to the merchants. Select a group of milk tea and bread merchants and set up a limited-time flash sale venue. The event time must cover the morning, noon and evening peak hours to lock in users!"
Ma Liyun explained slowly and calmly.
Since we are only in Hangzhou, it doesn’t cost much to market the products.
But Pei Yi, will the subsidy scope really only be limited to Hangzhou?
That afternoon, Kuaipao users in Shaoxing, Ningbo, Jiaxing and other places also received a large subsidy coupon of 12 yuan.
Obviously, Kuaipao wants to take back the takeaway market that Taodiandian had swallowed up.
Seeing this situation, Ma Liyun no longer backed down and immediately increased marketing investment to retain users.
Qiandu Takeout’s market share in Jiangsu and Zhejiang regions shrank by more than half in an instant.
The number of orders was already very small, and now it has fallen to the bottom. Some small and medium-sized merchants find it troublesome and simply change their rest time to 0:00 to 24:00, making it clear that they do not want to accept orders.
Riders and transportation resources are also disappearing rapidly. Those with strong abilities go to Kuapao, and those with less capable abilities go to Taodiandian.
In the order-taking hall of Qiandu Takeout, an order reminder occasionally pops up, either the distance is too far and no one can pick it up, or the price is too low to be interesting.
The operations manager in charge of the Jiangsu and Zhejiang regions stared at the backend data and sighed. He wanted to apply for some subsidies to retain users, but was told that the group's resources were being concentrated on the search engine business and the food delivery sector was required to be self-reliant.
Kuaipao and Taodiandian fought for two days in a row, and gradually became angry with each other. They even issued another wave of midnight snack coupons at 9 o'clock in the evening on December 11.
This wave is even more powerful!
Kuaipao directly gave out large coupons of "40 yuan off for purchases over 100 yuan, 20 yuan off for purchases over 60 yuan, and no threshold of 15 yuan", covering popular late-night categories such as barbecue, hot pot, and fried chicken.
Taodiandian was not to be outdone and immediately launched the "free delivery fee during late-night snack hours" campaign, and added an 18 yuan instant discount red envelope.
The late night in Jiangsu and Zhejiang seems to have been paused!
The exhaust pipes of the barbecue restaurants and lobster restaurants were whirring, and in the kitchen where the takeout bags were piled up like a mountain, the owners were calculating how much more food they should prepare for tomorrow.
The riders posted their daily income in the group, and they earned as much money in just one night as they would in a normal day.
The platform provides subsidies, users place orders enthusiastically, restaurants accept orders promptly, and riders deliver food quickly.
With the joint efforts of several parties, the business hours of late-night snacks in many cities in Jiangsu and Zhejiang were extended by several hours.
The other side.
Zhuxianzhuang Science and Technology Park, Office Building No. 6.
"ah--!"
As soon as midnight arrived and the Double 12 promotion began, Huang Zheng couldn't help but yawn.
During this period, he was busy from morning to night every day. As soon as Double Eleven ended, he had to work non-stop to prepare for Double Twelve.
"Go back early."
Chen Yansen took a can of beer and took a sip.
In fact, Pinbei has achieved its annual transaction volume target of 600 billion yuan, but the people below are still thinking about getting higher performance bonuses.
After all, he said at the last meeting that for every additional 30 billion in annual transaction volume, the bonus coefficient for the fourth quarter would increase by 0.1.
"Boss, I'm not sleepy." Huang Zheng said with a grin.
"Really? Then you stay at the company and send me real-time sales data every 10 minutes. I'll check it tomorrow when I wake up. If I miss a single data point, I'll deduct 0.1 from my bonus coefficient."
Chen Yansen joked.
"..." Huang Zheng laughed dryly and quickly changed the subject: "Boss, I don't know what happened, I suddenly feel very sleepy, I'm leaving get off work first."
After saying that, he ran out of the meeting room happily.
Chen Yansen smiled lightly, stood up slowly, stretched, and through the floor-to-ceiling windows, he could see that the entire science and technology park was pitch black, with only Building No. 5 and Building No. 6 still having lights on.
There are hundreds of buses parked on the first floor.
He picked up the beer, raised his head and drank it all in one gulp, then threw the can into the trash can.
Just as I was about to walk out, the phone in my pocket rang.
Chen Yansen took it out and took a look - handsome Dong!
He didn't think much about it and pressed the answer button.
Liu Qiangdong's voice came from the loudspeaker: "Mr. Chen, now you should understand why I hate Ma Liyun, right?
This guy has no sense of contract. As far as I know, Kuaipao and Taobao's contracts haven't even expired yet, and he's already resorting to these outrageous moves."
"Compared to Boss Liu, Boss Ma is indeed untrustworthy."
Chen Yansen stood in front of the window and replied with a chuckle, following the other party's meaning.
He could vaguely guess Liu Qiangdong's purpose, but he didn't take the initiative to point it out, just waiting for the other party to speak first.
"Mr. Chen, I'm willing to cooperate with Kuaipao and provide you with a first-level traffic entrance, which will be placed on the homepage on PC and the first screen on mobile.
Let's work together to disrupt Ali's listing process first."
Liu Qiangdong proposed directly, getting straight to the point right away with a determination to burn his boats.
Without waiting for Chen Yansen to reply, he added, "Ali has expanded too rapidly in the e-commerce sector in recent years. If Lao Ma successfully goes public, Pinbei and Yidong will only have a harder time in the future."
"How does Mr. Liu want to cooperate?" Chen Yansen asked.
Lao Ma has been very excited recently, probably because Wall Street gave him a sky-high valuation, which made his self-confidence completely inflated.
"First, we'll share our warehousing and logistics systems to improve delivery efficiency for Pinbei and Yidong. Second, we'll maintain consistency in the price of standard digital appliances, allowing for joint procurement and greater bargaining power..."
Liu Qiangdong was obviously well prepared and spoke very eloquently.
Ten minutes later, seeing that Chen Yansen didn't respond, he felt a pang in his heart and asked cautiously, "Mr. Chen is not interested?"
"I can agree with the first two, but forget about the rest."
Chen Yansen responded.
By connecting part of Pinbei's orders to Yidong's warehousing and distribution, you can achieve the delivery experience of "next-day delivery" or "half-day delivery".
On the contrary, Dongfang can also put some of the goods into Yunsu’s central warehouse and forward warehouse in advance to speed up the circulation of packages.
Liu Qiangdong didn't expect Chen Yansen to agree to everything. The other party was willing to share the warehousing and logistics system, and also agreed to work together to negotiate prices with the brand, which exceeded his expectations.
After a brief chat, the two agreed to hold a video conference at 10 o'clock tomorrow morning.
Old Ma, who was far away in Hangzhou, didn't know that Liu Qiangdong and Chen Yansen had entered their second honeymoon period.
(End of this chapter)
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