I collect gold fingers in the heavens

Chapter 367 Burning [-] million yuan a day
A press release titled "Flying Xia Food Delivery Receives USD 8 Million in Financing, Food Delivery Industry May Usher in Changes" was released within half a day, and Qi Tianlin, the new chairman of [Flying Xia Food Delivery], was interviewed and announced to the outside world that [Leituan Food Delivery] ] and [Eat Me] have adopted unfair competition and forced the online merchants on the [Feixia Food Delivery] platform to "choose one of the two". [Feixia Food Delivery] will take legal measures to defend their rights.

At the same time, in order to help merchants develop the food delivery market, increase their turnover, optimize their operating awareness, and bring benefits to consumers, starting today, [Flying Xia Food Delivery] will launch the [1-cent food campaign] in the background , merchants can select 1-3 dishes from the automatically locked dishes in the background of the system, and sell them at a price of [1 cent]. Each consumer can place an order twice a day, and all costs incurred during the period will be paid by [ Feixia Takeaway] The company subsidizes merchants.

This speech can be said to stir up a thousand waves with one stone!

After a period of brutal competition, today's food delivery platforms will no longer use such simple and crude large-scale subsidy activities.

According to the current average takeaway price of 15 yuan for a fast food, it is conservatively estimated that [Feixia Takeaway] will lose 14.99 yuan for every order.

The daily order volume of a food delivery platform is in the millions.

Tens of millions will be burned a day.

Then there are 30 days in a month.

This is hundreds of millions.

12 months a year, if this is the case, billions will be burned.

This is still calculated to be less.

If the daily takeaway orders reach tens of millions, the money burned will be even more terrifying.

This is the O2O industry's style of play, simple and crude, but very effective.

Like the Internet taxi industry.

In 2014, the battle for hegemony, from millions to tens of millions a day in the early days, can burn hundreds of millions a day at the peak. Several Internet taxi companies burned 40 billion in just one year , Burned to the point where there were only two taxi-hailing companies left in the entire market, burned to the point where all competitors had no temper, and burned to the point that even investors couldn't bear it.

The takeaway industry is actually not far behind!
[Qiandu Waimai] lost 20 billion yuan a year before it was acquired by [Chaoqun Group].

As for [Eat Me] and [Leituan Takeaway], at the height of the war, they could burn more than [-] million yuan a day.

It was because the money was burned so badly that the investors behind the two companies couldn’t bear it, so the intensity of subsidies for these two companies was reduced a lot, and a more flexible red envelope policy was adopted, hoping to maintain a healthy cash flow. At the same time, continue to deepen the food delivery market, only the subsidy for [new users] will be larger, but it is not as good as before.

The food delivery market has been educated by many food delivery platforms.

At a time when the food delivery platforms are reducing their subsidy intensity one after another, the new [Flying Xia Food Delivery] is like a shark, entering the market with huge subsidies, which is bound to stir up a storm.

Obviously, for the same restaurant, other food delivery platforms cost more than ten yuan to place an order, but [Flying Xia Food Delivery] only costs 1 cent, so consumers will naturally choose with their hands.

Orders on the [Flying Man Takeaway] platform will naturally have a vertical upward trend, and correspondingly, orders from other food delivery platforms will definitely decline significantly.

Because users do not have platform loyalty.

This has been the case throughout the ages, both at home and abroad.

If other food delivery platforms do not want orders to decline, they must, like [Flying Xia Food Delivery], provide large subsidies to users and be forced to be involved in this money-burning war again.

[Eat Me] raised 12.5 billion US dollars from [Ali Group], and had plenty of funds on hand. It was originally intended to be used to acquire [Qiandu Waimai], but was cut off by [Chaoqun Group]. The founder of [Eat Me] Zhang Xuhao, the person and president, felt that this was a great shame. He was so proud that he wanted to take revenge, so after [Flying Xia Takeaway] announced the subsidy activity, [Eat it] also announced to the outside world that it would distribute subsidies to users. The big red envelopes of more than 10 yuan can be superimposed with the full discount activities of the merchants, joining this subsidy war.

On the contrary, [Leituan Waimai] is very cautious, because [Leituan], which has signed a gambling agreement, must be listed next year, and the pressure is very high. If it is caught in a subsidy war, it will be very difficult for [Leituan] to go public smoothly. .

Therefore, the spokesperson of [Lituan Waimai] said, “We don’t think a subsidized market is a healthy market.”

"The food delivery platform has passed the period of barbaric growth. Players in the industry must think about more important things. This is to be responsible for the market, users, and investors."

"So [Lituan Waimai] will continue to maintain the previous business strategy, by empowering merchants, helping merchants operate, and achieving a win-win situation for merchants and users."

In other words, [Leituan Waimai] has been discouraged and will not join this subsidy war.

At the beginning, when the group buying industry started, subsidies were everywhere.

The parent company of [Lituan Waimai] [Lituan] avoided the subsidy war in the first-tier market, chose to focus on the market, develop the third- and fourth-tier cities, and follow the policy of [surrounding the cities from the countryside]. Other group-buying companies are exhausted in the first- and second-tier cities. At that time, [Lituan] came out to pick peaches with a lot of funds in hand.

Today, [Lei Tuan] also has the same thoughts.

Of course, [Lituan Waimai] does not do nothing, but asks the leaders of major cities to use the exclusive agreements in their hands to firmly guard the high-quality stores in their hands. When necessary, they can apply for subsidies to prevent these high-quality merchants from losing orders. Big, leading to the launch of other platforms.

[Lituan Food Delivery] The person in charge asked the following local promoters to repeatedly publicize to the owners of major businesses that burning subsidies cannot last long. It will not be long before the subsidy activities of the two food delivery platforms will end. At that time, those customers who use Because of habit, I will return to [Leituan Takeaway].

If those bosses are still wavering, let Ditui BD secretly threaten the catering bosses, saying that [Lituan Waimai] will subsidize the market when other food delivery platforms stop subsidizing activities. There are no other platforms, so it will be very difficult to come back to [Lituan Waimai] at that time. There is no ranking, and there is no subsidy.

The position ranking on the food delivery platform page is equivalent to a high-quality offline location.

The BD manager of [Lituan Waimai] has certain rights to adjust the ranking position of merchants, which is convenient for them to explore the market, and it is also a sharp weapon in their hands.

Unlike [Eat What], because there have been too many cases of BD managers using their ranking rights for personal gain, [Eat What] directly took away the ranking rights from BD managers, took them back to the headquarters, and assigned them to the system.

Although this reduces the BD manager's behavior of using power for personal gain, it also leads to the lack of authority in the hands of the BD manager and becomes more passive in the development of high-quality customers.

Let’s talk about [Leituan Food Delivery].

In fact, the coping strategy of [Leituan Food Delivery] is quite targeted.

Although customers are rare and cheap takeaways, they also pursue the deliciousness of takeaways.

If you are always unable to order food from your favorite merchant on a food delivery platform, then when the subsidy is withdrawn, it will be the time when a large number of customers will be lost.

[Lituan Waimai] is the idea of ​​counterattacking when the subsidies of the two food delivery platforms do not move, and deciding the outcome of the food delivery market in one fell swoop.

In all fairness, this is a very targeted coping strategy.

It's just that [Lei Tuan] underestimated one thing, that is - [Fei Xia Takeaway] is rich, and [Fei Xia Takeaway] is very rich.

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2017 11 Month 30 Day.

Thursday.

[Flying Xia Food Delivery] All BD managers are dispatched to intensively visit all merchants under their name, regardless of whether they are still operating on the [Fei Xia Food Delivery] platform.

Without violating the company's rules, the BD manager tried every means to get as many merchants as possible to sign up for the [1-cent activity] pushed by the system in the background and put it into operation.

Because this is related to the KPI assessment of the BD manager in December, the number of online merchants participating in activities and online turnover will directly affect the KPI score of the BD manager.

The higher the KPI scores of BD managers, the higher their salaries.

If the KPI score is 1, the bonus is one month's basic salary.

If it is 3, the bonus is three months' salary.

[Fei Xia Takeaway] has promised that there will be no cap on KPI scores, and no cap on bonuses.

Thanks to the promised bonus last month, the BD manager of [Flying Man Takeaway] was full of energy and rushed to the market screaming.

Merchants who had closed their stores were persuaded to go online again.

One by one dishes are selected and put into [1 cent activity], waiting to be launched.

[Flying Xia Takeaway] The company's efficiency is very high.

[Have you eaten] The company's activities are still under study, and [Flying Xia Takeaway]'s [1 cent activity] has been successfully launched.

Before that, the marketing department of [Flying Xia Takeaway] had already spent a lot of money on advertisements for publicity.

The advertisement is also very simple and rude, no celebrity is invited, and no MV is shot, just a few simple big subtitles - [December Feixia takeaway please eat, eat and drink for a penny], with a hurried and serious voice Read it out, and broadcast it repeatedly, constantly bombarding the user's ears.

The entire market has been warmed up.

2017 12 Month 1 Day.

Friday.

Launched at [-]:[-] am.

[One Penny Campaign] launched on time.

Some fleece parties who have been prepared for a long time have been waiting for a long time.

In an instant, in the 100 cities where [Flying Xia Takeaway] is in operation, there are constant reminders of [Hero, you have a new takeaway order] at the merchants in the streets and alleys.

Small takeaway tickets were quickly spit out from the ticket machine.

With tense and joyful faces, the catering owners packed the dishes in an orderly manner, packaged them, ordered a receipt, and handed them to the [Flying Man Rider] who had just arrived.

【Flying Man Rider】Put the warm takeaway into a brand-new takeaway box, ride an electric bike, and take multiple takeaways on the same route along the way, and finally deliver the takeaway to the customer with an average delivery speed of 26 minutes hand.

When the customer receives the takeaway, the takeaway is still hot.

The ability to have such a delivery efficiency that is ahead of the peers depends on the delivery scheduling system optimized by the artificial intelligence core of [Super Group].

The system will automatically assign the most reasonable takeaway order to the rider, and at the same time help them optimize a route that takes the shortest time and is the safest. At the same time, the system will automatically call the rider two minutes before arriving at the designated location. Call the customer, let the customer come to pick up the meal or put it in the designated place according to the customer's request, which saves a lot of effort for the rider and improves the delivery efficiency.

[1 Cent Campaign] The first day of launch was spent in such a busy way.

Merchants who participated in this event have the least orders of more than 100 orders, and merchants with more orders have more than 1000 orders.

The merchants were grinning from ear to ear, tired and happy, seeing the BD manager of [Fei Xia Takeaway] passing by, delivering cigarettes and drinks, and talking about building relationships.

This is also normal. The merchants that are still operating on the [Flying Xia Takeout] are not high-quality merchants.

[Flying Man Takeaway] This event, for them, is like a spring of sweetness after a long drought, which ignites their hope for the future.

It is precisely because they have experienced low tides that they cherish this opportunity even more.

Some merchants also imply that the BD manager will not forget his benefits if the business is doing well.

The BD manager was so scared that he shook his head again and again. After Qi Tianlin took office, the anti-corruption has been going on. I don’t know how many BD managers. They will not be hired.

The BD manager will definitely not ruin his reputation for hundreds of dollars or thousands of dollars.

So they said that if you really want to be good for me, turn this benefit into a subsidy and give it to consumers. First, it will drive your business, and second, the market will improve, and I will be more likely to be appreciated by the above.

These active merchants just gave up.

Of course, some people are happy and others are sad.

[Flying Xia Takeaway] The online merchant is Huanxi.

As for the merchants trapped by the exclusive agreement of [Leituan Food Delivery], few of them can laugh when faced with the takeaway business that has shrunk by at least two or three levels.

……………………………………………………………………………………………………………………………………… ……

At twelve o'clock in the morning, the order data of the day was freshly released.

821 million daily orders.

An 8-fold increase in the number of orders before the event.

Riders deliver an average of 83 orders.

Compared with the number of rider orders before the event, it has increased by 6.1 times.

The average delivery speed of riders is 26 minutes.

6 minutes faster delivery than before the event.

Of course, more than 821% of the 90 million orders are active orders.

The average subsidy for each order is 14.5 yuan.

Today, at least 1.07 million yuan was burned.

[Flying Xia Takeaway]'s Finance Director saw this data, the corners of his eyes couldn't help but twitched, and his heart slowed down a bit.

(End of this chapter)