Li Moyan is right, traveling thousands of miles is a big move.
The traffic diversion of Xiongchang Map, the launch and integration of Xiongchang Wallet, Wang Kai’s 1,000 servers, the business layout in 50 cities, the 50 million promised by Robin Li...
All preparations were completed on time by the end of December.
On January 1, which is New Year's Day in 2014, Wanli Travel announced a large-scale promotion plan for the "National Taxi Hailing Festival" in the app.
Specifically, from now on, if you use the Wanli Travel App to take a taxi in the four first-tier cities of Beijing, Shenyang and Peng and pay with Xiongchang Wallet, passengers can enjoy a discount of 10 yuan per order, limited to two orders per person per day; every time the driver completes one
You can get 10 yuan reward for each order, no more than 10 orders per day.
In other cities, the passenger reduction amount is 5 yuan, while the driver reward amount is 5 yuan for the first five orders and 10 yuan for the last five orders. This is to encourage drivers to take more orders.
In addition, passengers who register for the first time will receive a discount of 15 yuan, and new drivers will be rewarded with 50 yuan immediately after completing their first order.
This set of measures is much more detailed than what Lin Yi told Robin Li at the time, and was formulated after internal discussions within Wanli Travel.
Differentiating treatment between first- and second-tier cities is a method that is tailored to local conditions. After all, the cost of living is different, and the team believes that this is enough to provide incentives.
As for the first-time registration reward, it’s nothing special. Lin Yi and the others also spent a lot on the first round of promotion.
If there is anything different this time, it is that we do not rely on offline promotion but purely rely on online communication to achieve our expansion goals.
In fact, although Wanli Travel completed the requirement to enter 50 cities by the end of December under Lin Yi's repeated orders, I also know that this hasty entry is of low quality.
Among these 50 cities, many of them only have teams that have just arrived, and the scale of orders is very limited, which can only be said to be occupations in name only.
This is also the reason why in the first two months after Lin Yi received a large amount of financing, Dudu and Kuadu watched Wanli Travel expand aggressively and still be able to sit firmly on Diaoyutai for the time being.
Although first-tier cities are the main battlefield this time, Lin Yi has high hopes for whether he can take the opportunity to open up the situation in other cities.
Lin Yi did not put a lot of effort into promoting this event, because Wanli Travel itself has a large number of registered users, and as long as someone tastes the benefits, they will quickly share it with those around them.
It is human nature to shear wool.
What is a pity in this event is that the cooperative payment method is Xiongchang Wallet, which is the latest to go online among the three major manufacturers, and the user base is almost zero.
However, Lin Yi feels that this will not be a substantial obstacle. After all, as long as there is an advantage to be taken advantage of, smart people can always find a way.
Currently, only Zhifubao from Factory A is widely used for third-party payment. This is formed under the influence of many years of online shopping habits. In fact, the number of users of Gouchang Payment, which was launched not long ago, is actually very limited.
For now, those who bind Goose Factory to pay are all taking taxis. In this regard, there is no advantage for traveling thousands of miles away.
Most netizens are wary of third-party payment channels that require binding bank cards for the first time. Fortunately, Xiong Factory is a well-known company.
Once they find out that Wanli Travel now provides such generous taxi coupons, young people who are good at collecting wool will not mind binding an empty card to it.
Anyway, they can enjoy the subsidy as long as they register, and they have no intention of depositing any money into it.
To be honest, Lin Yi didn't care whether the Bear Factory Wallet, which was born early under his own instigation, would have a different fate if it caught up with this war.
But the support of Xiong Factory is something he still can't live without. Not to mention the entrance to the Xiong Factory map, the 50 million yuan given by Robin Li is something he can't give up when traveling thousands of miles away.
Therefore, he had to temporarily regard the Xiongchang wallet as a community of destiny for traveling thousands of miles, so that he could pay homage to Robin Li.
In short, Lin Yi was very confident that a fierce chemical reaction would occur when he threw such a combination of punches, so he just waited for time to ferment.
…
The reason why the subsidy on the passenger side is designed to be two orders a day is mainly for commuters, who are also the main group of people who take taxis.
New Year's Day is a holiday, the event has just been announced, and orders have only increased slightly.
January 2 is Thursday, which is a working day. The order volume of Wanli Travel began to increase significantly, hitting new highs twice from the morning peak to the evening peak.
On January 3, it continued to hit new highs.
The 4th and 5th are weekends. Everyone is staying at home and does not have to go to work. According to usual habits, it is a cyclical "damp season", but Wanli Travel found through background data that the decline this weekend was lower than usual.
They also observed that there were many short-distance orders, even less than one kilometer, which meant that someone had already found the correct way to harvest wool.
Taking a taxi within the starting price range is almost free, so the Wool Party has switched the mode of transportation to more comfortable taxis in places that could previously be reached on foot or by bicycle.
Judging from the destination, some people have already gone out to buy groceries or taken a taxi.
Taxi drivers are also happy to take orders. Originally they don't like to take short-distance orders, but with incentives, the price-performance ratio is much higher.
Some taxi drivers even like this kind of short-distance order, because they can take the next order immediately after delivery, and can collect the day's reward in the shortest time.
If you make 10 trips a day, you can get an extra 100 yuan, which is not a small amount of money for a taxi driver.
If the weekend data were still cautiously optimistic, then the second week came and the data on working days completely confirmed Lin Yi's judgment.
Obviously, through the spread in the past few days, more and more people have learned about the Wanli Travel event. The data obtained from Xiongchang Wallet shows that its registered users have taken off like "plucking onions from dry land".
You must know that the Xiongchang Wallet was launched in advance in order to cooperate with the Wanli Travel event. At present, even Xiongchang's other products have not had time to access it, and no other promotion has been done.
So where do these users come from?
On January 6, a large number of orders began to pour into Wanli Travel during the morning rush hour. Compared with before, the magnitude can only be described as explosive growth.
Although taxi drivers are currently fully motivated to travel thousands of miles to take orders through the rewards on the driver's side, there are still temporary situations in some areas where there are too many orders to take.
Of course, Lin Yi would not let this situation happen casually. Moreover, although this time it was mainly online promotion, the company's largest local promotion system certainly could not leave them idle.
As Li Moyan issues orders to teams in various cities, the biggest task at this stage is to increase the number of drivers on the platform.
Local promoters in each region are actively promoting the Wanli Travel incentive policy to all taxi drivers, whether they have used Baodudu, Kuadu, or have never used taxi apps at all.
In the near future, the company will use "driver headcount growth" as a core assessment indicator to ensure sufficient transportation capacity in the event of an explosion of orders.
The restructured deployment also took effect quickly.
By January 7, the lights in Wanli Travel's office were still bright at 12 o'clock that night, and the entire management team headed by Lin Yi was waiting for the day's data report.
CTO Wang Kai personally handed this report to Lin Yi with an excited expression. After reading it, Lin Yi finally felt relieved:
One week after the event went online, the single-day order volume of Wanli Travel has reached five times that before the start!