Rebirth Starts at 7 Million

During the Spring Festival of 2013, Meituan began to exert its efforts in food delivery.

In the spring of 2012, the group buying market was already dominated by Meituan, accounting for more than 60% of the national market.

The rest of Dianping, Nuomi.com, 58 group buying, etc., are just lingering on, and they are not qualified to compete with Meituan again.

Luo Fan had told Xingyuan's executives before that group purchases were, in a sense, very interoperable.

Many small group buying websites also do takeout.

The current chaotic situation in the food delivery industry can be regarded as confirming Luo Fan's judgment.

Different from the dominance of the group buying market, the takeaway market is much more lively.

Among them, the most popular must be Meituan. They have expanded to the surrounding cities with the core of the imperial capital. They have won the takeaway market in Hebei in just one month, and now they are ready to deploy to Shanxi and TJ.

Then, are you hungry? Are you hungry? They took the opposite plan of Meituan. They chose to open up more than 40 second-tier cities in 5 provinces near Jiangsu, Zhejiang and Shanghai, and then used the existing sites in Jiangsu and Zhejiang as the The core is slowly developing to third-tier county-level cities. These cities are only smaller in size, but their per capita economy is not bad, even stronger than that of second-tier cities with inland status.

Meituan and Are You Hungry are both taking advantage of the Chinese New Year to provide substantial subsidies in these cities, and to cultivate user habits as soon as there are no rivals, and to occupy the site first.

The promotion plans of these two companies have their own merits, and Luo Fan personally prefers the plan of Are You Hungry.

Because you are hungry, you choose to focus on second-tier cities, which can save your own resources to the greatest extent.

After they made a name for themselves in big cities, some discerning people knew that Hungry was looking for local partners, and they would definitely come to sign up. In the end, Hungry set up partners for each small city one by one.

In this way, the minimum resources are invested, the largest team is built, and then the next step of subsidy is logically carried out. With the promotion experience in dozens of cities, the coverage of Hungry? will become wider and wider in the future.

But having said that, the promotion plan adopted by Are You Hungry in the previous life was not like this. They chose the same promotion rhythm as Meituan.

But now the food delivery industry is completely different from history. The food delivery industry, which should have exploded at the end of 2013, has been noticed by various capitals a year in advance.

Although the current total number of smartphones is far less than two years later, the number is only about 400 million, but those who can use smartphones first, the economic conditions should be relatively good, they can consume moveable.

Therefore, the takeaway market actually already has a great foundation.

As the first company to do takeaways, are you hungry? It has always maintained a first-mover advantage.

Until the New Year this year, Meituan received the support of Penguin and began to gradually expand the market from the imperial capital to the surrounding areas.

The sudden appearance of the enemy disrupted Ele.me's layout, but soon Ele.me gained strong support from Ali.

A large part of the reason why Ali will support Hungry is related to President Wang of Meituan.

The king of Meituan is always born in Ali. As an employee of Ali, he is definitely the enemy of Penguin.

But President Wang's Meituan accepted Penguin's financing, which is tantamount to betrayal.

So Ali decisively chose to support Hungry, and formed a professional team to develop the southern market.

Not to be outdone by this, Meituan directly publicly announced that within the next year, it will expand its takeaway model to 100 cities, including Shanghai, the home base of Hungry.

If Meituan can really do this, then the basic market of Are You Hungry will collapse.

So Are You Hungry also made a counterattack, saying that a branch of Are You Hungry will be established in the imperial capital in one year or the like.

Of course, no one knows what will happen after all.

The only thing you can see is that the money-burning wars in cities around the world continue.

Apart from Meituan and Are You Hungry, when many markets in other parts of the country were empty, many discerning people started new businesses ahead of schedule and established local food delivery platforms.

However, compared with group buying, the entry cost of the food delivery industry is much higher. In terms of overall quantity, there is still some gap between the quantity and the previous crazy group buying.

In addition to the most well-known Meituan and Are You Hungry, a large-scale food delivery platform has also appeared in Guangdong, and the platform's name is Nuomi Takeaway.

During the Chinese New Year, Nuomi Foods also launched a large-scale subsidy, and it gained tens of thousands of users in a few days, with an average daily transaction volume of more than 5,000.

This is the first newly emerging food delivery company in the market, which naturally attracted the attention of Meituan and Are You Hungry.

Since Meituan established the market in the imperial capital, it has paid great attention to its counterparts in other cities, but the national scope is too large, and no one dares to say that it can cover all places.

It is good to say online, although Meituan does not have the big data algorithm like Xingyuan, it can clearly understand the application download data of most APPs in the country.

But they can also keep an eye on the new APP download rankings through a stupid method to determine whether a new food delivery platform is emerging.

Offline, Meituan and Are You Hungry have sent people to focus on the subway entrances and railway stations in major cities. These two places are strategic locations for offline publicity. If you want to do promotion, you must be inseparable from these two places. .

But this glutinous rice takeaway is low-key. They only started to push in some old towns, and then slowly expanded outward. When Meituan and Hungry found them, they had covered all the first-, second- and third-tier cities in Guangdong. .

For the emergence of glutinous rice takeaway, Meituan is actually not bad. After all, their main battlefield is the imperial capital and its surrounding cities. If you are hungry, you will be a little worried. Their next plan is to promote takeaway in Guangdong and Guangxi.

At the same time, at Xingyuan's headquarters in Shanghai, Luo Fan received a call from Baidu's President Li: "President Li, did you come up with this glutinous rice takeaway?"

"Forget it! This glutinous rice takeaway was established almost in October last year. They were basically only doing ground promotion before New Year's Day, and the benefits were very poor.

It happened that I met their boss on a business trip in Guangdong at that time. I thought that Baidu would also be doing takeaways in the future, so I bought the company and arranged for some people to promote it as a pilot.

Originally, I just wanted to see the potential of Meituan's takeaway model and see what they can grow into in the future. I didn't expect them to actually do it. " Mr. Li said with a smile.

"Tsk tsk! Mr. Li, your whim has caused a lot of trouble for Meituan and Hungry!"

"Isn't it a matter of time? Everyone is a competitor."

"makes sense."

"Mr. Luo, our company will set up Baidu Nuomi in the future, and let the glutinous rice takeaway be connected to Baidu Nuomi, and then you will use your Xingyuan to pay, and we are ready to officially enter the venue."

"I see, by the way, Mr. Li, do you want to win the takeaway market in Guangxi, Guangdong?" Luo Fan asked.

"Well, I plan to use these two provinces as our basic plan."

"Then Mr. Li, you have to speed up your pace. Are you hungry? It should be here soon."

"I know, I'll get it done as soon as possible." After speaking, Mr. Li hung up the phone.

After Luo Fan put down the phone, his expression was a little weird.

To be honest, in the o2o field, Luo Fan has been paying attention to Meituan and Ele.me.

But he did not expect that Baidu would secretly come up with a glutinous rice takeaway.

This reminded Luo Fan that the current form of the food delivery industry is very different from that of the previous life. Now that glutinous rice can be delivered, will there be other new entrepreneurs in the future? When the time comes, more companies similar to glutinous rice takeaway will appear.

Thinking of this, Luo Fan immediately called Wang Jing and asked him to keep an eye on some APP download data recently to see if there were other food delivery platforms.

The next morning, Wang Jing came to Luo Fan's office with a report.

Luo Fan took a brief look at the report and said, "Sure enough, there are also takeaway platforms in other provinces! Fortunately, their scales are comparable, they can't compare to Meituan, are you hungry, glutinous rice takeaway."

"Not only that, the boss, in fact, many small group buying websites have also transformed into takeaways."

"Hey! Now there are more and more small platforms, and the competition is getting more and more fierce. Fortunately, Baidu has laid out the layout in advance, otherwise it may not be easy to enter the market later!"

"Boss, do we need to do something?"

"What to do? I think about it... Acquired a few medium-sized food delivery platforms without Meituan, are you hungry, to prepare for Baidu's entry in the future."

"Acquisition?" Wang Jing thought for a while and said, "Boss, I think that the food delivery platform at this time should have a good vision, and it is unlikely that we will agree to our acquisition."

"Just try it, forget it if it doesn't work." Luo Fan said.

And just when the food delivery industry was "very lively", Baidu's second-in-command Mr. Xiang had already started to make arrangements for Baidu's taxi-hailing business.

This first step, naturally, is to find a way to expand the popularity of Baidu Taxi.

According to the current development trajectory of the Didu online car-hailing company, the most normal way to promote is to send out flyers and push on the ground.

But at this time, there are already more than a dozen online car-hailing platforms of the same type in the imperial capital.

Among them, the larger ones have signed contracts with several taxi companies.

This kind of small company is much worse than Baidu behind Baidu Taxi.

But after coming into contact with this industry recently, Mr. Xiang also understood why Baidu did not directly do Baidu taxi in a high-profile manner, and Penguin did not choose to enter the market after hesitating again and again.

To put it bluntly, this line is currently too confusing.

First of all, there are legal reasons. At present, the online car-hailing companies in the Imperial City market are all cooperating with taxi companies and are also restricted by the transportation department.

And if Baidu is swaggering into this field, there may be friction with the relevant departments, which is a very difficult problem for Baidu, which is facing transformation.

And with the popularity of Baidu's three Internet giants, once it enters the online car-hailing field with great fanfare, it will definitely attract the attention of other capitals.

The operating cost of online car-hailing is much lower than that of take-out, so the advantage of the first mover cannot be exerted at all.

Just when Mr. Xiang was thinking, Mr. Zhao of Haiyan came in and said, "Mr. Xiang, our colleagues at the airport have conflicted with other people who are pushing the car."

"Anyone injured?" Mr. Xiang asked blankly.

He was used to the clashes between the two ends of the push in the past few days.

Mr. Zhao of Haiyan said: "There were some small conflicts, no one was injured, and it was near the airport, so they only dared to show their prestige, and would not really attack."

"That's good, just keep your eyes on it." Mr. Xiang nodded and said.

To be honest, I am still very satisfied with Mr. Xiang of Haiyan Company. Mr. Zhao, the head of the ground promotion team sent by this company, has very rich experience. At first glance, he is the kind of person who is specially responsible for offline team promotion.

Mr. Xiang knew very well that when Baidu could not publicly announce its entry into the car-hailing market in the early days, they could not get the traffic support from Baidu and Xingyuan, so the offline promotion team was the only way to expand its popularity.

It is particularly important to what extent Mr. Zhao can do.

Fortunately, he is still capable, and he has already attracted some taxi drivers.

According to Mr. Zhao's previous experience of pushing the Emei Group, he felt that going near the subway was the best strategy.

But after a few days of promotion, Mr. Zhao found that the efficiency was extremely low. After analysis, he found that Mr. Zhao felt that there was a problem with their entry point.

Group purchases or takeaways can be advertised in subway stations, but online car-hailing is not. People who work in the subway are generally in a hurry or convenient. When there is no strong subsidy for online car-hailing, who would choose to take a taxi?

So Mr. Zhao immediately adjusted his strategy and chose the airport and railway station as the key directions for breakthrough.

Because people who take planes and trains have a very high demand for taxis, they belong to the highest quality and easiest users to be attracted first.

However, when Baidu's people arrived at the airport, they found that there was already a "master" here.

Those who can start a business and survive are not fools. Zhao always thinks that people from other online car-hailing companies will not think of it?

The family's team started publicity at the airport before Mr. Zhao and the others came over. At the same time, the two tacitly separated the site, one side of the family.

The arrival of the Baidu taxi team immediately broke the balance. Baidu taxis have been guarding the exit of the airport, vying for users with people from the two online car-hailing companies.

Although the people of the two online car-hailing companies felt unhappy, under the strict management of the airport, the two sides just silently distributed leaflets, and there was no conflict at the beginning.

However, Mr. Zhao still felt that the efficiency of such publicity was too low. The two online car-hailing companies had an earlier promotion time and greater strength than Baidu's taxi, and Baidu's taxi was not a rival at all.

So Mr. Zhao used some bad tricks to cover the leaflets posted on the wall of the two online car-hailing companies. In this way, his exposure was stronger and his competitors were weaker, killing two birds with one stone.

But in this way, conflicts are inevitable. Fortunately, the imperial capital is strictly controlled, and generally there are conflicts in some languages. Occasionally push and pull, and rarely go overboard.

Mr. Xiang didn't care about this, and even estimated Mr. Zhao's actions. The black cat and the white cat who catch the mouse are good cats, no matter what method he uses!