He only stayed at home for two days and flew back to the capital on the night of the second day of the Lunar New Year. As agreed, he would be on duty from the third day of the Lunar New Year.
However, their caution was indeed in vain, because the Spring Festival was always calm and no accidents occurred.
On February 6, Wanli Travel held a year-opening mobilization meeting. All middle-level and above-level managers were on duty and ready.
February 7th, Friday, is the eighth day of the first lunar month and is the first legal working day after the new year.
In fact, many people still asked for leave on the 7th and 8th, so they can add Sunday together and stay at home for three more days.
But obviously, some people can't wait any longer.
On the same day, Dudu Taxi announced the launch of the second round of marketing activities in cooperation with Gouchang Pay. The budget for this activity is 1 billion yuan.
What is different from the previous one is that many red envelopes in this round are distributed through the website, intentionally adding social attributes and fun, in order to increase user stickiness through interaction with friends.
Lin observed Dudu using the function of corporate red envelopes a year ago, but at that time it was still relatively small-scale. After all, most people were busy celebrating the New Year, and it was useless to send them.
This time it’s different. Lin Yi doesn’t know the real number of the 1 billion that Dudu claims, but it is indeed a “click and give away” with almost no threshold.
"Cheng Wei really spent a lot of money this time."
Lin Yi could only comment like this when discussing countermeasures internally. Li Moyan had not yet met Cheng Wei and was not interested in it.
"What do we need to do to deal with it?"
"Being not."
Lin Yi had his own reasons: "It can be seen that Cheng Wei has high hopes for the red envelope trick. After all, during the Chinese New Year, Goosechang Pay relied on red envelopes to achieve epic user growth, and it almost took a few days to catch up.
The results of supporting Fubao for several years.”
"Tuk-Tuk taxis are definitely covetous of this, so I especially hope to be able to replicate this miracle on myself."
"But the taxi-hailing industry is different from social software after all. Red envelopes are just a way of distributing subsidies. Obviously consumers are more concerned about the intensity of subsidies."
"If Zhifubao gave out a subsidy of 11 yuan, would you accept the red envelope of only 10 yuan because of it?"
"Of course, Tuk-Tuk Taxi's corporate red envelopes have a certain amount of buzz on social networks, and they will definitely have some publicity effect, but I don't think they necessarily have much effect, because after the subsidy war last month, the taxi-hailing software itself
The number of users has reached a large scale."
Lin Yi is not optimistic about Dudu's marketing strategy of relying on Goose Factory. It is certainly not a spiritual victory method, but it is indeed a helpless move.
After all, I have tried my best to gather all the resources that the Xiong Factory could provide.
If the large increase in the number of users paid by Goose Factory occurred before the subsidy war, then I may have to worry about the additional adaptation costs incurred by switching from Goose Factory to Bear Factory due to user habits.
But the fact is that when the subsidy war started, Goose Factory Pay was far from the momentum it is now. Therefore, as the first taxi-hailing software to start subsidies, a large number of users have already registered for Bear Factory Wallet in order to receive subsidies for thousands of miles of travel. This does not constitute a big deal.
Big disadvantage….
What's more, Zhifubao has always been the most advantageous in terms of payment. Isn't Kuadu still lagging behind?
"It is actually still the end of the holiday, and economic activities have not fully recovered. We can wait and see for two more days. If there are any changes on Dudu, it will not be too late to respond."
…
The development of things was surprisingly similar to Lin Yi's expectation.
The first three days after the official announcement of Tuk-Tuk Taxi were uneventful. Except for the "1 billion yuan" amount that attracted a large number of media, it had no impact on the market.
Monday, February 10th, is the first full working week after the new year.
However, before Tudu Taxi could show off its ambitions, the limelight was instantly stolen by Kuaidu Taxi.
Kuadu announced a new round of marketing in Lin'an that day
At the same time, the subsidy range for two orders per day was upgraded to 11 yuan, which is higher than the current policy for Wanli travel and Tuk-Tuk taxis, and 10,01 free orders per day were provided.
Kuadu Taxi must have imagined that his proactive behavior of increasing the amount would cause a chain reaction for the other two companies, so it also added a special explanation:
"No matter how much subsidy per order the companies in the same industry give, Kuadu Taxi will always be one yuan higher than them."
In the first round of the subsidy war a year ago, Kuadu suffered the biggest loss. Not only was it overtaken by Wanli Travel, but it also further widened the gap with the top two.
Obviously this time they announced three days late not because they were half a beat late, but because they were fully prepared.
When the media asked how much budget Daokuadu and Zhifubao had prepared for this event, Chen Weixing, who was responsible for the announcement, answered confidently:
"There is no limit to the top!"
This sentence seems to be a clarion call for charge, representing the determination of Kuaidu and Factory A behind it to never give up until it achieves its goals.
Kuadu's statement also re-ignited the subsidy war in the taxi-hailing industry. This topic was brought up before it was suspended due to the interruption of the Spring Festival holiday.
Although Wanli Travel, which was the first to take action a year ago and has received the greatest benefits, has not yet responded, their subsidy policy has not been canceled even during the Chinese New Year!
Suddenly, the discussion about this "money-burning war" became heated, and even went beyond the economic field to become a widely discussed topic in society. People began to use "crazy" to describe everything that was happening.
Experts from all walks of life have come out from nowhere to express their opinions. Some of them are closely following the incident itself to popularize the development history of the online ride-hailing industry, as well as the current main situation of several companies.
There are also other patterns that have been promoted, focusing on the mobile strategies of the bats behind the three companies as well as their layout and competition in the o2o field. It seems that the taxi-hailing software is just a "pawn" that hides from others, and behind it is the "big game" played by the three giants.
Some media reported that due to the high subsidies provided by taxi-hailing software, almost all taxi drivers in major large and medium-sized cities across the country have been wiped out, creating a situation where "non-online taxi-hailing orders are not accepted", resulting in ordinary people who do not know how to use taxi-hailing software.
Citizens have effectively lost the ability to take taxis.
As the saying goes, laymen watch the excitement, while insiders watch the door.
Amidst all the commotion, Lin Yisuo said that just as he had envisioned at the beginning, the price of Kuadu Taxi has brought about the fact that everyone is focusing on upgrading the subsidy amount, rather than red envelopes or other forms of payment.
Consumers are still very practical and maintain a high degree of rationality of "whoever pays more will use it." They do not have any particular "brand loyalty" to any company.
In other words, Dudu’s red envelope promotion strategy did not achieve its goal.
The rest of the things are very simple and cruel, returning to the original old path, just like the easiest and most exciting kind of gambling:
Comparing size.
On the contrary, Lin Yi felt lucky, because what he was worried about now was what strange tricks Dudu and Kuaidu could come up with, and he was not too worried about spending more money and less money.
Of course, it's not that Wanli Travel has more funds than the other two companies, but he already knew that this method alone would not determine the winner.