Rebirth declares war on the honest

"Hahahahaha, let's wait and see, Mr. Zhang."

Gu Yun smiled and raised his wine glass, and had a drink with Zhang Xuhao, who was full of confidence with his chest out.

In fact, the future Zhang Xuhao and Wang Xing, the founder of Meituan Waimai, were very bright for a while, and the two sides did not know how many times they played against each other.

Before Gu Yun was reborn, he was very interested in the company Meituan.

In the previous life, Meituan started from group buying, became the king of takeout, wine travel, movies, and bicycles were launched at the same time, and then went to community group buying with fierce user growth. Meituan has become more and more courageous in the past ten years, and has firmly grasped the ticket of local life. In hand.

In the fierce battle of thousands of groups in the field of group buying, Meituan is neither the strongest nor the most favored by capital, but in the end it became the top 1 survivor.

Founder Wang Xing believes that local services and product group buying are fundamentally two different e-commerce.

The former is very traditional, and Taobao and Jingdong have played it for a long time. The latter encourages consumers to go out to bring traffic to merchants and bring discounts to consumers. Meituan firmly chooses the latter.

Based on this judgment, Meituan's core strategy is to enter the top three in the short-term and be number one in the long-term, pursuing "three highs and three lows" in the operation process.

Three highs and three lows belong to retreat, partial to principles and values.

What really determines that Meituan will go to the end is that it has done these four things right: focusing on first- and second-tier cities, not greedy for large numbers of cities, subsidizing high-quality supplies, and embracing the mobile Internet.

At that time, most of the peers were playing with subsidies from the West Coast, burning money to seize the market regardless of cost, regardless of the input-output ratio, once the capital started not to follow up and increase investment, it would soon die.

Regarding subsidies, Wang Xing is particularly cautious, because he was severely cheated by Taofang.com before.

In the group buying war, Meituan decided not to do online promotion, but to focus on offline promotion.

The logic is simple. Wang Xing specifically consulted Guan Mingsheng of Ali, and the feedback he got was that subsidizing the to B business is ineffective, and it is more efficient to push offline to the merchant side.

It seems easy not to do promotion now, but it was very stressful at the time.

A large number of city managers resigned and were poached. Their peers were crazy about subsidies, their own subsidies were zero, and the morale of the team was not high. It is conceivable that the situation at that time was very difficult.

But Meituan still persevered. Throughout 2011-2012, the biggest thing Meituan did was to practice internal strength.

In 2011, Meituan’s front-end products did not undergo any iterative updates. Wang Xing and Mu Rongjun, the vice president of technology, led the Meituan Technology Department to spend a lot of energy on developing the back-end IT operation system, which improved the overall operating efficiency of Meituan by 2.8 times. Super peers.

In the war of thousands of regiments, Meituan has been waiting for peace.

Sure enough, since the end of 2011, players have died one after another.

By August 2012, the market value of Groupon had shrunk to only 8 billion US dollars, and the enthusiasm for capital had completely cooled, and most players began to run away with buckets.

At this time, Meituan, which has accumulated a lot of money, began to make an official effort. When everyone was still on the PC side, the Meituan APP had already been launched.

Under the tide of the mobile Internet, Meituan has grown at an astonishing rate. Since 2013, it has quickly lost its peers, and its advantages have continued to grow.

In July 2011, Wang Xing exposed the balance of Meituan's account, which was 7 million US dollars. In 6200, Meituan didn't burn much money, and in 11 it started to make profits again, so in fact, Meituan has always held a lot of cash.

After most of its opponents fell, Meituan took advantage of the wave of phone replacements on the mobile Internet and began to plunder and burn money, and finally won the No. [-] group buying market.

The entire war process was very dangerous. In the end, Meituan, which was "long-term patient" and "choose to do the right thing", won the war and started a new round of field expansion.

Also starting from group buying, Meituan has completely started its own borderless journey.

"Have you read the news? Meituan Waimai is officially launched."

The men toasted and chatted all over the world, and Wen Ju, who was checking the news on his mobile phone, suddenly interrupted.

"Meituan takeaway?"

Gu Yun was stunned for a moment, why did she go online so quickly?
In his memory, it was only in 2013 that Meituan began to consider group buying, embraced the food delivery industry, and focused on local life.

The removal of group buying marks that Meituan has begun to focus its business on home delivery and store delivery. As far as catering is concerned, home delivery is more frequent and more rigid than store access.

Meituan's food delivery is just like Tencent's WeChat and BYD's tram, which is revolutionary in nature.

Aside from successful products, few companies have the ability and courage to challenge more successful products.

But according to the original timeline, Meituan sent a small team of people to secretly investigate for ten months.

Meituan Waimai will not be officially launched until November this year?

It seems that the original trajectory has been changed. Gu Yun's move to promote the cooperation between Ele.me and Paradise Group has changed the entire world line.

"I know Meituan, they also do group buying, and they are a bit young in the takeaway business."

Zhang Xuhao didn't take it seriously, he shook his head and responded with a smile.

Ele.me, who completed the C round of financing today, is also the most energetic day in his life. From a penniless college student to this step, the success of his career has given him strong confidence.

In his eyes, there is an essential difference between the food delivery war and the thousand regiment war. This difference lies in the completely different external competitive environment.

The number of catering businesses in an area is limited. For example, out of [-] restaurants, [-] of them have signed up for Ele. Hungry. How will newcomers fight?
So although Zhang Xuhao is well aware of the combat effectiveness of a big company like Meituan, he actually didn't mess around.

"It seems that Meituan also sees that our development is getting better and better, and wants to get a piece of it."

Kang Jia, who is also the founder, heard Wen Ju's prompt, and quickly lowered her head to read the news that Meituan Waimai was officially launched.

Although Ele.me is the only one at the moment, there is no doubt that food delivery is a market with huge growth potential. Currently, most cities do not have food delivery business.

Meituan Waimai, which was launched on the same day as Ele.me's C round of financing, obviously did not start its project in a hurry, but the other party came prepared.

I don’t know how long I have been researching secretly. On the first day when Meituan Waimai went online, with the slogan “Meituan Waimai delivers everything quickly”, it has blossomed in first- and second-tier cities such as Beijing, Shanghai, Jiangcheng, and Fengtian.

"Mr. Zhang, the real opponent is coming. Meituan can survive to the end in the battle of thousands of regiments, which can explain something."

After Gu Yun came to his senses, he patted Zhang Xuhao on the shoulder and reminded him meaningfully.

In the decision-making of the food delivery business, compared with the Thousand Regiments War, as a latecomer, Meituan Food Delivery is very aggressive and very radical.

Based on Wang Xing's previous experience in group buying, since group buying can be popular across the country, such high-frequency takeaways should also be possible.

Therefore, Meituan's decision-making is very obvious: crazy city development, time does not wait for me.

In the process of opening the city, the effective strategies verified in the Thousand Regiments War were still reused.

In the process, Meituan has also accumulated a new understanding: the first to enter a business circle, and the customer acquisition cost of the second entrant will be 5 to 10 times that of the first entrant.

"Does Gu Yun have any suggestions?"

Zhang Xuhao is naturally a smart person who can achieve this scale of entrepreneurship.

Gu Yun hinted several times, at first he thought it was the boss's cautious temper, but now that he thinks about it, Gu Yun must have his own ideas.

"Don't underestimate Meituan, I suggest that we start burning money now, subsidize users with coupons, and occupy the market."

Gu Yun thought for a while, and gave an opinion that is most suitable for Ele.me's current situation.

When it started to develop the food delivery market, Meituan didn’t have any special secrets. It borrowed more from Ele.me. It’s just that Meituan’s local push ability is stronger and the results are better.

Meituan has entered 30 cities at one time, 18 of which are blank markets for Ele.me.

In the previous life, after learning how to play Ele.me, Meituan recruited a thousand people in the summer vacation of the second year, trained them intensively for one month, and sent them to Kaesong, a hundred cities.

By the time Ele.me reacted, it was too late.

The second strategy is to burn money wildly and seize the market by subsidizing users.

At the beginning, Meituan continued to use the experience of group buying to subsidize the supply side, but found that the effect was not good. After further research, it was found that for the student group in the campus market, there is no need for so many merchants.

After verifying that subsidizing users is more effective, Meituan began to burn money to subsidize users, rapidly increasing its business volume.

In the previous life, Gu Yun, who was in college at the time, ate free food delivery for a full month because of the money-burning competition between Meituan and Ele.me, which led to him still maintaining the habit of food delivery after graduation.

This is the power of habit.

Hearing Gu Yun's suggestion, Zhang Xuhao frowned.

is it necessary?

"It doesn't matter. I'm just giving a suggestion. How to fight the opponent is up to you in the end."

Gu Yun saw through Zhang Xuhao's micro-expressions at a glance, and he didn't insist at the moment. After all, he was only a shareholder, and what the investor said was naturally different from what the boss said.

It was a bit of a loss, and I had to review it after I had eaten it myself, so that I could understand how ridiculous the choice was at the time.

Gu Yun believes that even with his own help, it will be difficult for Ele.me to hold Meituan to death in its infancy.

The takeaway market is a blue ocean. At present, with the size of both parties, no one has the ability to take over the entire market.

"Let's go back and hold a meeting to discuss the subsidy matter. Mr. Gu doesn't have to worry. With the two entrances of Xiaojushu and DouLe, we can break through Meituan casually."

Zhang Xuhao toasted the last glass of wine for the evening, and everyone chatted happily again.

The celebratory dinner is all used to talk about work, which is too boring.

There was supposed to be an event in the second half, but it was abandoned because Gu Yun already had Wen Ju by his side.

Zhang Xuhao and others waved goodbye to Gu Yun, called a car specially, and watched the two go back to Tangchen Yipin.

"Honey, are you guys moving too fast? You just finished drinking yesterday, so you're working together now?"

Early in the morning, after the war, Wen Ju just opened his eyes and planned to order a takeaway breakfast when he was attracted by the new interface of Ele.me.

After the investment agreement was reached, Gu Yun arranged the work back to the Jiangcheng headquarters immediately, and the code farmers of Xiaojushu also successfully connected with Ele.me, and made the interface in one night.

[Ele.me Koubei and Xiaojushu have joined forces to localize content. A few days ago, the first collaboration between the two has been launched. 】

Enter the word-of-mouth list square, and the "Xiaohongshu Internet Celebrity Restaurant List" is placed on the homepage of the page.

The first list integrates multi-dimensional content such as note recommendations, popularity of buying bills, and post-consumer reviews, and provides consumers with a real guide to Internet celebrity lightning protection for the common pain points of other list products such as "scraping the list".

Even though Wen Ju knew Gu Yun's execution ability very well, he was surprised by this action.

Are all Internet companies such execution power?

With such executive power, how can you not do things well?
Wen Ju has been the vice president for a while, and it wasn't until this time that she realized that the work rhythm of coffee justice is not in the same dimension as the Internet companies of the Paradise Group next door.

Among other things, the demand that the boss mentioned the day before yesterday can be reflected in the product the next day. How many companies can do this?
"It's not difficult. In fact, we have sorted out these things a long time ago. When we come to discuss cooperation, they are all bargaining chips."

Gu Yun also woke up from the maze, and replied while hugging Wen Ju's small waist.

For Xiaojushu, the word-of-mouth of restaurants is ready-made. It only needs to make a special list and let Ele.me set up an interface, and both parties can browse each other's user reviews.

The rules of the list further indicate that the cooperation between Ele.me Koubei and Xiaojushu is based on breaking down the barriers between store recommendation and content production, so as to achieve the dual goals of user retention and traffic surge.

So far, the first cooperation list between Ele.me Koubei and Xiaojushu has been officially released, covering more than a dozen popular restaurants in first- and second-tier cities such as Beijing and Shanghai.

Ele.me Koubei emphasizes that this list adopts a fair, just and unified scoring mechanism, and there is no commercial interference in the list results. Stores, regardless of size, new or old, are listed on the basis of their strength, and the ranking is updated daily.

It is difficult to determine whether the scoring mechanism can achieve absolute fairness and justice.

But what is clear is that Ele.me Koubei is fully accelerating the pace of expanding the coverage of the local life service industry, and Xiaojushu is also testing the waters of scene-based service recommendations, with the idea of ​​grabbing Dianping’s business.

Isn’t your Meituan doing takeout?
I'll grab your Dianping business first!
For the Apps that focus on local life, the "list" has become an important digital scene for traffic aggregation.

The cooperation between Ele.me Koubei and Xiaojushu is an attempt by both parties to enhance user stickiness and attract business users to settle in.

Zhang Xuhao accepted Gu Yun's investment to create the "Xiaojushu Internet Celebrity Restaurant List", a large part of which is Xiaojushu's high-quality planting ability.

As of July 2013, the number of users of Xiaojushu has exceeded 7 million.

In addition to the huge number of users, what makes other capitals envious of Xiaojushu lies in its users' enthusiasm for sharing and unique way of planting grass.

Some people describe it like this: Xiaohongshu is presented in the form of content and narrative, allowing products to stand out in a human way and "talk and tell stories."

In the form of narrative, the product is integrated into the slice of life with warmth and perception, which touches people's most primitive emotional instincts, thereby improving the efficiency of carrying goods.

"Sometimes I'm very curious, how did your brain grow?"

Wen Ju casually ordered a Shanghai special soup dumpling, turned around and hugged Gu Yun, raised her head and met his eyes.

After being with Gu Yun for a long time, you will find that the greatest charm of a man is not his skin, but his intelligent and profound brain.