Chapter 749 Sniper Hungry
In 2015, Pintuan shifted part of its business focus to overseas, which was seen by outsiders as being due to constraints from Alibaba.
Enterprises need growth points. Entering overseas markets is expansion but also avoidance.
During the year when group buying was deliberately avoiding the battle, Alibaba launched an all-out attack, targeting from multiple angles, and indeed took away part of the group buying market.
Among them, the biggest gain is not being hungry.
In this sniper war without the smoke of gunpowder but with undercurrents, Ele.me reversed its previous decline and increased its market share by 11%.
Eleven percent may not sound like a lot, but it is a huge amount in the national market.
Zhang Xuhao was very excited.
Although he has been suppressed by Jiang Qin to the point of suffocation over the years, his ambition has never diminished.
As the saying goes, laughing loudly is not as good as laughing long.
So after discovering that the sniper war was so effective, he immediately notified the upstream supply chain to expand quickly to ensure greater results after the new year.
Hongrun Supply followed the market trend and used price reduction strategies to attract partners in the group buying supply chain, and it really tasted the sweetness. So after receiving the notice from Ele.buy, it immediately began to expand.
But this year, everything was quiet and nothing happened.
This is equivalent to someone telling you that there will be a war next year, so if you quickly recruit soldiers and horses this year, you may be able to become king.
When the time comes, when we conquer this world, you and I will share the glory.
As a result, the battle was delayed, but the camp was already full of soldiers who needed food.
At the end of August 2016, the utilization rate of Hongrun Supply Chain's expanded warehouse was only 26%, and half of the fleet was idle.
The park security guards take those idle drivers with them all day long, playing mahjong during the day and square dancing at night.
There are no monsters left, so they keep a bunch of Ultraman around to eat their meals? How can capitalists tolerate this?
Duan Hong is of average ability and not very broad vision. He doesn't know why Alibaba suddenly stopped its market sniping, so he has been reading "The Art of War" at home recently.
As the old saying goes, the victor is the king and the loser is the bandit, and the victor must pursue his victory.
Seeing that I had the upper hand, why did I stop? But he had misjudged the situation.
The year 2015 can indeed be seen as everyone surrounded group buying. There were constant pessimistic voices in the market, and everyone predicted that 2016 would be a period of weakness for group buying. But this year, group buying suddenly made a gorgeous turn and surrounded everyone.
Chinese is really interesting, everything makes sense...
In the evening, the sun sank in the western sky, and the sunset glow crossed the sky. It was almost time for dinner.
Jiang Qin took his two little cuties, who were eating ice cream, up the escalator and arrived at the fourth floor of Wanzhong Shopping Mall.
The little rich lady is a foodie, and Jiang Ainan has inherited this character. The two rich ladies of the Jiang family, one big and one small, can't move their feet in the crowded food city, wanting to eat this and that.
Wang Haini and Gao Wenhui followed behind. Don’t ask, they just wanted to eat for free.
While waiting for the food, Wang Haini was watching those handsome brothers on Douyin, when suddenly she saw a prompt pop up on the right side of Douyin.
"You've been watching for too long. Let's take a break and have dinner, okay?"
"?"
Wang Haini was stunned for a moment, then she saw the group takeaway logo appear in the lower right corner.
As she clicked on it, Douyin automatically jumped to the top-scoring list of nearby food.
A wide variety of takeaway meals are arranged in a list format for users to place orders at will. After the order is successfully placed, there will be an option to return to Douyin.
"What's this?"
"Kind tips."
Jiang Qin carried his daughter to a chair and said, "It reminds you that although the video is nice, don't forget to eat. It cares about you more than your mother does. Are you touched?"
Wang Haini clicked her tongue twice: "That's really thoughtful."
"Do you think this function is practical?"
"It's very practical. I often watch Douyin so much that I forget to eat. When I come back to my senses, it's already past dinner time."
Gao Wenhui couldn't help but nodded. "I was asked by a publishing house to revise a manuscript before. I only had two hours for lunch every day. As a result, I was so busy that it was already half past one when I came to my senses."
Feng Nanshu couldn't help but turn his head and asked: "Why does it take so long to change it?"
"You are not allowed to write more about the maple forest. Everything must be deleted."
The rich young woman was stunned for a moment, knowing that she shouldn't ask, then turned around with a cold face and went to wash the dishes.
But as she kept rushing, her little face couldn't help but turn slightly red, and she looked like a cool but a little shy girl.
Jiang Qin also took out his mobile phone and tried out the new features. He thought that when the linkage effect of a software can allow you to bypass the desktop, then competitors almost become "other options".
Because exiting, swiping the page, and opening the competitor's software require three steps, while jumping from Douyin to group buying only requires one step.
Of course, some people will think, I won’t listen to your instructions, I’m going to quit and click on “Are you hungry?” Damn capital, don’t even think about controlling my life!
But, this is only a minority.
When doing business, we always consider the majority.
Afterwards, the restaurant started serving the dishes. When Wang Haini smelled the mellow and fresh aroma, she instantly put down her phone and picked up the chopsticks.
But what she didn't know was that the function she had just experienced had already thrown the entire Hungry No More into chaos.
It is impossible for people to eat every moment, and the peak meal times are morning, noon and evening.
However, starting from four o'clock in the afternoon, employees of Ele.Buy found that the peak order period that should have occurred did not arrive as expected, and the number of orders in their backend had been showing a downward trend.
This trend continued until five o'clock, when the supervisors of local branches could no longer hold back and called the headquarters.
There are fewer orders, so few that it makes people a little panic.
It is clearly the peak dining period, but the actual number of orders is not as many as this morning.
Many riders on Ele.me are calling to complain that they can't get orders. Some riders who run in fixed blocks can only deliver two orders in a trip.
At this moment, Zhang Xuhao looked at the street outside the window and saw countless group-buying food delivery riders in yellow robes speeding along the road. He knew that the worries he had at the beginning of the year were gradually becoming a reality.
"Mr. Zhang, Pintuan Takeout has been connected to Douyin, and now most users are directly redirected from Douyin."
"They also set up warm reminders. Every time it's time to eat, Douyin will remind users to remember to eat."
“From traffic to monetization, they have started to close the loop.”
At the headquarters, all the executives fell into a state of doubt about their lives after hearing the report.
TikTok is now the software that occupies the most time among users. If you arrange someone to randomly check one person, you will find that at least three out of five times, he is using TikTok.
After group-buying food delivery had an additional excuse to jump to Douyin, it received a huge supply of traffic.
This traffic is certainly not as large as the Alipay Five Fortunes event, and it can even be said to be far behind.
However, the traffic from Alipay's Five Blessings event is only short-lived, but the traffic from Douyin can be continuous and even continues to grow.
Until the peak of ordering in the evening ended, the number of orders on Ele.me dropped by 6% compared with yesterday.
The next day, it fell by 13 percent.
This trend continued until the number of orders for Ele.Buy was cut in half, and then it slowed down.
The Internet business has always been about monetizing traffic.
Alipay first used Yu'ebao to raise the banner of traffic, and then used the Five Fortunes event to push the popularity to the peak. Hungry had never had all the advantages, but now all of them disappeared.
"Offer discounts to bring back orders!"
"Just like what we said when we made the plan, we should stabilize the existing market first and then work on breaking through."
"The gap between us and group-buying takeout now lies in traffic. Li Zhi from the Ministry of Commerce has gone home to pack up his things for a business trip and monitor the progress of our cooperation with Kuaishou and Xiaokaxiu!"
Zhang Xuhao pressed the table and issued two instructions quickly with a gloomy face, and then all the hungry people started to act frantically.
Not long after, Hungry launched a special promotion with 20% off.
With the real money discounts, some of the previously lost users did return, and orders gradually picked up, but after seeing the upward curve, everyone was not happy.
Because this increase was far less than their initial forecast.
Douyin directly jumps to the group food delivery page within the software, which results in a large number of people not even knowing that Ele.me is no longer offering discounts.
Seeing such a scene, the whole hungry group was shrouded in panic.
Chen Jiaxin now has to study the financial statements every day, looking at the order fluctuation curve of the platform, and her brows never relax again.
Once the discounts are launched, there is no way to stop. This is a huge expense. Hungry cannot last long, and the traffic crisis still needs to be resolved with traffic.
At this time, the cooperation negotiations between Ele.me and Kuaishou had begun to accelerate.
But the problem is that the two companies are not the same company, so Kuaishou cannot directly open an interface to him like Douyin does.
They only agreed to run ads during the three peak hours of morning, noon and evening for Hungry, and the cost was not low.
On the eve of the Mid-Autumn Festival, Ele.me’s advertisement on Kuaishou was officially launched. Its share in the sinking market has slowly increased, but the order volume in important markets such as the first, second and third-tier cities is still declining.
The reason is that Kuaishou does not have many users in first-, second- and third-tier cities.
“The number of orders we can receive is decreasing.”
"I won't compete with you anymore. I'll switch to group buying. You can wait, but I can't for my mortgage payment."
"There are too many riders on the group buying side, and even if you go there you may not be able to get an order."
"At least there are orders to share, right? Now I'm hungry and don't even have orders. What's the point of having fewer riders?"
(My wife found my double chin so attractive that she signed me up for a personal fitness trainer. The class is at noon. Dear readers, wish me back alive. And then, please give me your monthly votes. Please give me your monthly votes.) (End of this chapter)
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