Chapter 656 Merit +1
After the massive promotion of Cloud QuickPass, group-buying food delivery has been taking advantage of the trend to continuously encroach on market share, while Hungry, which was unable to raise funds, began to shrink seriously.
This company seems to have been cursed with weakness. Even without the money-burning attack of group delivery, it still feels like it is riddled with holes and is on the verge of collapse. It is extremely unstable.
Especially since the takeout market has matured, promoting this kind of thing is no longer very effective.
Once some people delete the Ele.me app from their phones, it will be difficult to get them to download it again, even if you spend money.
Therefore, in front of some catering stores, you can often see four or five group-buying riders wearing yellow rider uniforms waiting for meals, while next to them there is only one hungry rider wearing blue rider uniform, who looks weak, helpless, and shivering.
Then after a few days, the only remaining blue man was quietly dyed yellow.
This kind of market change is the smallest, but at the same time the most eye-catching.
Since even the number of riders has started to decrease, the order volume of the entire platform can be imagined. Many netizens have also discussed online that in recent months, there are fewer and fewer Ele.me riders to be seen.
Yellow is indeed the most contagious color, and no one doesn’t love yellow.
"The discounts for group takeout are in the form of store discounts, which are only available at certain stores and are different in each region. The stores that offer discounts are very distinctive and mainly focus on dine-in services."
"In addition, these stores are also among the ones with relatively high sales in the local area according to Ele.me's recent sales reports."
Chen Jiaxin was like a ruthless reporting machine. Finally, she gently placed the document on the table and waited for the people in the conference room to respond.
"Jiang Qin won't waste money for no reason." Zhang Xuhao said silently.
"That's right. The marketing department didn't dare to act rashly. After three days of investigation, they found that some of the brands that were offered discounts this time had already joined their strategic cooperation plan. They spent money in a big way in order to continue to heat up the market and accelerate the incubation of the brands they wanted."
Zhang Li took over Chen Jiaxin's words and said, "This is not speculation, because in the group buying section, these stores also offer great discounts in-store."
Chen Jiaxin rubbed his temples. "Some stores had full positive reviews on Dianping at the beginning of this month, and they also issued some coupons for the general public."
Currently, whether it is group buying or takeout, there are two types of discounts: one is platform discount, and the other is merchant discount.
Platform discounts are applicable to the entire store and are issued by the platform, while merchant discounts can only be used in this store and are issued by the merchant.
In other words, these brands that cooperate with group buying are using everyone's channels to offer discounts and increase sales and visibility.
At the same time, Jiang Qin assisted from the rear, spending money to put pressure on the market, hoping to provoke a war and drag everyone together to increase the market's heat.
"Damn, what a dog..."
In the conference room, the heads of the Publicity Department, Marketing Department, and Business Department were discussing the matter.
It was as if they saw a dog man waving at them and saying, come on, come and spend money, if you don’t spend money you are not a man.
It would be fine if he just made them hungry, but the boss of Dianping was so exhausted that he even wanted to invite them to help. He really wanted to put his hand into their wallets, and he wasn't afraid of getting bitten! If it was the old Zhang Xuhao, he would definitely not be able to stand this kind of provocation.
He would rush into the battlefield like a brave warrior, roaring "Ahhhhhh".
But unexpectedly, Zhang Xuhao acted very calm, with only the word "hatching" buzzing in his mind.
Hungry doesn’t just do takeout…
When facing an interview with the media, Zhang Xuhao once admitted that Hungry is not a professional food delivery company that focuses on food delivery, and group delivery is just his hobby.
But now that I think about it, that sentence is exactly about being hungry’s biggest weakness.
Because group buying is a part-time food delivery business, he also has a group buying supply chain, community group buying, and has incubated various catering brands. He even uses the influence of the forum to regard the college student market as his own territory.
Similarly, Hungry is not a professional food delivery company, so it only provides take-out.
After spending the money once, Hungry can only regain some market share, but there is no other benefit. It's like a mirage in the water.
But for group buying, orders from the supply chain will continue to increase, and they can also incubate brands that have signed contracts with themselves, and subsequently strengthen themselves. In other words, they can't lose at all.
"Boss, from this moment on, the market has been completely under the control of group buying. They can get whatever they want."
Chen Jiaxin took a deep breath, and after she finished speaking, she suddenly felt as if she had lost her strength. Her back, which had been stiff all the time, bent slightly, and she leaned back in the chair.
Moreover, after half a year of market decline, there are only a few cities that can serve as new growth points.
In other words, in this mature market, if you want to regain your momentum, you have to confront group food delivery head-on.
However, there is no chance of winning in a head-on confrontation; it is a dead end.
“I don’t recommend burning money.”
Chen Jiaxin gave a suggestion.
Hearing this, Zhang Xuhao stood up, walked to the large map in the conference room, and looked at the areas with blue flags.
That is the market that Hungry does not currently have, and most of it is concentrated in the northern part of central China.
When the food delivery industry first emerged, Ele.me’s main business area was limited to a circular region centered from Hangzhou to Shanghai. Later, it was driven all over the country by group food delivery, and the entire business expanded like a pancake.
Such a big business currently has a market value of nearly 10 billion yuan.
But next to those blue flags, there is always a yellow flag that follows them like a ghost and cannot be shaken off.
These small flags are a handmade hobby that he uses to relieve stress when he is hungry. He uses children's colored paper and toothpicks. When making the flags, he also puts some of his own thoughts into it, always making the yellow flag smaller than the blue flag.
From a visual point of view, yellow seems to be attached to blue.
Of course, in addition to the blue and yellow flags, there are also a few red flags, but their number is so small that it can be ignored.
After watching in silence for a long time, Zhang Xuhao suddenly opened the drawer beside him, took out a bunch of small yellow flags, and inserted another one next to each yellow flag.
This flag is called group buying supply chain.
Then he put another flag next to the two yellow flags. This flag was called Group Buying in Store. Then there was the fourth flag, called Daily Specials, the fifth flag, called Xihanheqing, and the sixth flag, Wanzhong Mall.
He wanted to raise a seventh yellow flag, but unfortunately, half of the flags were not enough.
This flag is the newest one, called Group Buying Cloud Quick Pass.
After planting the flag, Zhang Xuhao took a step back, feeling a chill in his heart.
Even if the reality and the flag are the same size, the yellow is not as big as the blue, but now the densely packed yellow flags on the map have surrounded the blue flag.
The world was swallowed up by a part-time, amateur guy.
From the beginning, he was proud of what he did as a "professional takeout deliveryman", but now he had to admit that the takeout war was not just a matter for the takeout industry alone.
Cloud QuickPass, supply chain...there are so many ways for the other party to respond.
Zhang Xuhao pulled out one of the blue flags with a snap, but his eyes were still firm, like a general who had won honor despite defeat. In his heart, there were seven words burning red - I will definitely come back.
Then he found that he was a warrior for deciding to avoid the battle, because the business world is like a battlefield, and it takes great courage to retreat at the right time! Preserving one's own strength and readjusting the layout may be the best way. Damn, I am really a genius who can bend and stretch!
"Boss, Ele.me has closed its business in five cities, shrunk its operations, and laid off more than 500 employees. It seems that they want to reduce the burden and re-optimize the layout structure."
"What?"
Jiang Qin had just arrived at the headquarters and hadn't even warmed up his chair when he received a call from Ye Ziqing.
Sister Ye's voice continued to come from the phone: "Really, and the brands promoted in our area have all been removed from the shelves by them for various reasons of violation."
"Fuck, how can there be such a shameless person who doesn't even inform me in advance when he's not spending money? Isn't this just wasting my money?"
"?"
Jiang Qin sighed and couldn't help but look at the autumn scenery outside the window with his chin in his hand.
He had been constantly provoking them during this period, waiting for them to have a stress reaction because of their hunger, hoping that they would punch him like crazy, just like they did when the group was sniping at the meal time.
The result was great disappointment.
"Where's Dianping? Didn't Zhang Tao get out of the hospital? They've been trying to grab back some of the group-buying market. Why aren't they fighting? I'm almost riding on their face!"
Ye Ziqing held the string of Buddhist beads in his hand and said to the phone, "Boss, Mr. Zhang seems to have tremors whenever he hears your name."
Jiang Qin felt very aggrieved: "So what? All he got was a cerebral congestion, but what I got was loneliness!"
After Ye Ziqing finished listening, the Buddhist beads in his hand spun faster and faster, silently chanting "Amitabha" in his heart.
"Forget it. After this week's discount, don't waste money. Otherwise, it will be an abuse of market dominance and constitute unfair competition. Let them take a breath and give up some market share appropriately so that they don't despair."
Jiang Qin: Merit +1 At this time, the winter sun still has some warmth, and people rushing to work have appeared on the busy city streets.
A large truck with a group-buying supply chain drove into the city from the suburbs, delivering goods along the way. Riders in yellow robes passed by from time to time, and then gradually disappeared into the morning mist along the street covered with UnionPay advertisements.
After the morning ordering peak is over, some riders who choose to stop accepting orders will go to the group buying supply chain or Xihanheqing's warehouse area to take a break, charge their batteries, and grab a bottle of Kangmailang from the supply station. The 1-liter bottle is very satisfying.
(asking for monthly ticket)
(End of this chapter)
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