Chapter 532: The team fight overturned the table
This seminar by Dianping is actually like a loaded gun. After the bullets are fired, the pattern of the group buying market may be rewritten.
And who is the one at the front of the gun? Naturally, it’s a group fight.
The tragedy of Tuanbao.com's run away is obvious to all. The support from major capitals is like a landslide and tsunami. It is very difficult to make a comeback under public opinion.
They don't even need to make the group collapse quickly. As long as the image of the group being untrustworthy is established so that the mob can't tell the truth from the fake, the goal will be achieved.
Moreover, the cost of this kind of public opinion war is very low. They can do it a second time, a third time... As long as the group never accepts financing, this is just the beginning.
Until they were hit by bullets one by one and finally fell to the ground.
After all, group buying is an asset-heavy business system. Without turnover and users, the decline will continue and become increasingly fragile.
What's more, Dianping's multiple public relations efforts have let consumers and merchants know that Dianping still has Dianping without group booking.
But what's strange is that Jiang Qin's performance never made Yang Xueyu feel that he was anxious.
Especially the last two sentences left by Jiang Qin were even more difficult for Dianping’s senior management to interpret or even understand.
And the clues really started to show up around nine o'clock in the evening after the reception...
Because the seminar started tomorrow afternoon, followed by the signing conference, there were still a lot of procedures to be finalized in the evening. Zhang Li had a simple dinner and then returned to the company.
However, in the process of working, he suddenly found two more pop-up windows about group buying on his mobile phone.
This kind of pop-up advertisement is made by every APP, but since the public opinion arose, group joining is probably to avoid risks. Pop-up advertisements like this rarely appear. Suddenly seeing that bright yellow, it is quite...
It's quite nostalgic.
Zhang Zhang guessed that this was probably another daily special offer reminder, so he couldn't help but reveal a faint smile.
Offering discounts at this time is really a waste of your life.
Because this kind of behavior is easily reminiscent of the crazy promotions before Tuanbao.com ran away, it will arouse consumers' vigilance.
Everyone is saying that your capital chain is broken and you are selling coupons. Even fools know that there is something wrong.
Zhang Li unlocked his phone and planned to delete the pop-up window, but after looking away, he couldn't help but be stunned for a moment.
Because what is written above is not a flash sale, but a successful refund.
The previous public opinion crisis caused unexpected damage to group booking, so employees of Dianping also added fuel to the flames and immediately applied for a refund after spending money on coupons.
Doing this will not only increase the work pressure of the group customer service department, but it may also be the straw that breaks the camel's back. Why not?
However, Zhang Li did not expect that at this juncture, the choice of group joining was not to use money to stabilize the merchants, but to use money to stabilize consumers.
This approach is very incredible, because there is an old saying that the green hills are green hills without having to worry about running out of firewood. For group buying websites, merchant resources are the green hills.
Especially in this public opinion crisis, the most terrifying thing for group sharing is not the distrust of consumers, but the betrayal of merchants. This is the most terrifying thing.
"Um?"
"Why one hundred and twenty-three and a half dollars?"
"No, the amount seems wrong?"
Zhang Li looked carefully, frowned for a long time, couldn't help but clicked on the details page, and was immediately stunned.
Because the refund application in his group order was still there, but an expired coupon from six months ago in the coupon package showed that the refund was successful.
At the same time, a banner was updated on the homepage of the group app, which said to pay for expired coupons. However, after entering, a rising number was displayed, with the refunded amount marked below.
Zhang Li's expression changed, and he immediately took out his cell phone and called Chen Jiaxin.
"Mr. Chen, there's something going on with the group fight."
"They have updated their homepage to pay for all users' expired coupons. I have received a refund reminder."
"..."
In the era of online banking, consumers who want to buy coupons on group buying websites need to log in to the PC webpage, link the USB shield as a safe payment tool, and receive the security code for payment. The whole process is particularly troublesome.
In order to ensure the order quantity of the website and make it convenient for consumers to use, group buying websites will basically release a large number of discount coupons at one time.
Therefore, it is not uncommon to stock up on dozens or twenty discount coupons at one time.
But this also resulted in a lot of discount coupons being expired and wasted because they were too late to be used or forgotten.
Don’t think this is a small amount. In fact, the total amount of wasted coupons in the entire market is very huge.
However, since the beginning of the group buying business, there has always been an unwritten rule, that is, no expired coupons will be refunded. This industry standard has been implemented for two years.
Therefore, even if it is not used in time, it can only be borne by the consumer.
However, when mobile payment became popular, it became more convenient to buy coupons on mobile phones, so the website changed the use cycle of discount coupons, and it became rare for consumer coupons to expire.
But this time, the group will directly return all the unused coupons of their users from 2009 to now, without even applying...
Eight or nine o'clock in the evening is the most active time for the Internet, and the traffic of group bookings is almost overwhelming.
Chen Jiaxin and Yang Xueyu had already returned to the apartment. After hearing the news, they immediately returned to the company and met Zhang Li.
"Have you all withdrawn?"
"I don't know, but the refund amount has exceeded 10 million."
Zhang Li pointed at the continuously scrolling numbers on the computer, because he had run all the way here and was still out of breath.
Before Chen Jiaxin could speak, she immediately received a call.
The person who called was the manager of the Internet Public Opinion Department. He said that Tonight Toutiao had united with several media outlets to report on the refund operation of the group purchase, and the first unified article had been published.
The call from the Public Opinion Department had just been hung up, and Yang Xueyu also received a call from the Dianping Customer Service Center.
The problem reported by the center manager is that some consumers asked us whether expired coupons for Dianping can be refunded and when.
"What is he going to do?"
Chen Jiaxin hung up the phone, her face full of disbelief: "Can this solve everyone's suspicions about the capital chain of the group?"
"No, it can't be solved, but it can divert attention."
Yang Xueyu suddenly remembered what Jiang Qin said yesterday.
He said that the best way to solve public opinion is to create another public opinion.
There were rumors before that Jiang Qin spent a week filming commercials, so Yang Xueyu subconsciously thought that this was his tool to create public opinion, and felt that his idea was a bit naive.
Why?
Because public opinion is meant to attract hatred and have a target of hatred, what can an advertisement do?
But he never expected that another point of public opinion mentioned by Jiang Qin was to pay for expired consumer coupons.
A company, a product, or a piece of news are not enough to become a national-level public opinion trend, but Jiang Qin's move is equivalent to bringing down the entire group buying market and making him popular.
Pintuan has returned all the expired consumer coupons to consumers. Where is your Nuomi? Where is your Dianping? Where is your Lashou? Where is your Wowo Tuan?
As long as there is a website that dares to say that it will not withdraw, the hatred value will immediately increase.
However, paying for expired coupons for so long is a huge workload and puts a lot of pressure on the customer service center, finance, and operations.
In other words, they will not be able to take any practical action for at least a week.
It seems that what Pintuan has done during this week is far more than just an advertisement.
"It's a rule that consumption coupons cannot be refunded after they expire. He is at the end of his rope and is going to flip the table?"
"But it's not good for him. What on earth is he going to do?"
"..."
In the early morning, the news that Pintuan refunded expired consumer coupons for users reached the top of the hot search list and remained at the top.
Tonight Toutiao, together with many media outlets, also began to conduct all-round praise, constantly analyzing the profound meaning of the group's move this time.
Some people say that this is a step forward in the group buying industry, while others say that they have seen the greatest sincerity in the group buying market since its formation.
Of course, more people are asking questions and wondering if other websites will follow suit.
A large number of netizens also started to leave messages. Some said that the group tour was great, and some also questioned whether the funds for the group tour were broken. How could they still have money? Of course, most of them asked whether other websites would provide refunds.
.
As the popularity increased step by step, the people in charge of many websites began to sweat profusely.
The key is that they are not sweating individually, but are sweating together.
Because they were all participating in a seminar organized by Dianping, they were all having breakfast in the restaurant. They all saw the hot searches and news one after another, and they all fell into silence.
Finally, everyone's eyes focused on the floor-to-ceiling windows on the west side.
Jiang Qin was sitting there with a dull expression, holding scissors in one hand and a toothpick in the other, silently showing off his steak, and looking out the window from time to time.
From everyone's perspective, this is a boy who looks like a student.
Although he is not handsome, he can definitely be considered comely, and his figure is also very tall.
Just from looking at it, you can't tell that he was able to pull everyone down so decisively. The key is that he did it so steadily.
"Do you really want to flip the table?"
"A little craziness at the end is more in line with the mentality of young people."
Luo Ping and Robin sat together, whispering, and then watched Jiang Qin finish his steak, turn around and leave the cafeteria, seeming to be mumbling something.
Kang Jingtao was sitting on the outermost seat. He seemed to have heard Jiang Qin's words clearly, and his expression couldn't help but be startled.
"Lao Kang?"
"ah?"
"What did Mr. Jiang just say?"
"He said……"
Kang Jingtao swallowed his saliva: "He said it's great, he let you live another day."
()
This chapter has been completed!