Less than half a day after the release of a press release titled "Feixia Takeout received US$800 million in financing, the takeout industry may face changes", Qi Tianlin, the new chairman of [Feixia Takeout], was interviewed and announced that [Lituan] Takeaway] and [Eatme] engage in unfair competition and force merchants listed on the [Feixia Takeout] platform to "choose one from the other". [Feixia Takeout] will take legal measures to defend its rights. < /p>
At the same time, in order to help merchants develop the takeout market, increase merchant turnover, optimize merchant operational awareness, and bring benefits to consumers, starting from today, [Feixia Takeaway] will launch the [1-cent Eat-Out Campaign] in the background , merchants can select 1-3 dishes automatically locked in the system background and sell them at a price of [1 cent]. Each consumer can place an order twice a day, and all costs incurred during the period will be covered by [ Feixia Takeaway] The company subsidizes merchants.
This speech can be said to stir up a thousand waves with one stone!
After a period of brutal competition, today’s food delivery platforms no longer use such simple and crude large-scale subsidy activities.
According to the current average takeout price of 15 yuan for a fast food, it is conservatively estimated that [Feixia Takeaway] will lose 14.99 yuan for every order.
The daily order volume of a food delivery platform is in the millions.
Tens of millions will be burned in a day.
Then there are 30 days in a month.
That’s hundreds of millions.
If this happens for 12 months of the year, billions will be burned.
It’s better to calculate it as less as possible.
If the daily takeout orders reach tens of millions, the money burned will be even more terrifying.
This is the way of playing in the O2O industry, simple and crude, but very effective.
Like the Internet taxi-hailing industry.
In 2014, there was a battle for hegemony. From the early days, millions to tens of millions were burned a day. At the peak, hundreds of millions were burned in a day. Several Internet taxi companies burned 4 billion in just one year. , it was so burned that there were only two taxi-hailing companies left in the entire market, it was so burned that all competitors lost their temper, and it was so burned that even investors couldn’t bear it.
The food delivery industry is actually not much different!
[Qiandu Waimai] lost 2 billion yuan a year before being acquired by [Chaoqun Group].
And [Eatme] and [Lituan Takeaway], at the height of the war, could burn more than 10 million yuan a day.
It is because the money burning was so severe that the investors behind the two companies could not bear it, so the intensity of subsidies for these two companies was reduced a lot, and a more flexible red envelope policy was adopted, hoping to maintain healthy cash flow. At the same time, we will continue to delve into the takeout market. Only the subsidies for [new users] will be larger, but they will not be as good as before.
The food delivery market has been educated by many food delivery platforms.
At a time when food delivery platforms are reducing their subsidy intensity, the new Feixia Food Delivery is like a shark, entering the market with huge subsidies, which is bound to stir up some trouble.
Obviously, for the same home, an order on other takeout platforms costs more than ten yuan, but [Feixia Takeaway] only costs 1 cent, so consumers will naturally choose with their hands.
The orders on the [Feixia Takeout] platform will naturally have a vertical upward trend, and correspondingly, the orders on other takeout platforms will definitely decline significantly.
Because users have no platform loyalty.
This has been true throughout the ages, both at home and abroad.
If other food delivery platforms don’t want orders to decline, they must do the same as [Feixia Food Delivery] and subsidize users heavily, forcing them to be involved in this money-burning war again.
[Eatme] raised US$1.25 billion from [Alibaba Group], and had plenty of funds on hand. It was originally planned to use it to acquire [Qiandu Waimai], but was intercepted by [Chaoqun Group], the founder of [Eatme]
Zhang Xuhao, the owner and president of the company, felt that this was a great shame and humiliation. He was so arrogant that he wanted to take revenge. So after [Feixia Takeout] announced its subsidy activities, [EatMe] also announced that it would give out subsidies to users.
Big red envelopes of more than 10 yuan can be stacked with merchants' full discount activities, joining this subsidy war.
On the other hand, [Li Tuan Waimai] appears to be very cautious, because [Li Tuan], which has signed a gambling agreement, must go public next year, and it is under great pressure. If [Li Tuan] is caught in a subsidy war, it will be very difficult for [Li Tuan] to go public smoothly.
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Therefore, the spokesperson of [Lituan Waimai] said, "We do not believe that a market that relies on subsidies is a healthy market."
"The food delivery platform has passed the period of barbaric growth. Industry players must think about more important things, which is to be responsible to the market, to users, and to investors."
"So [Lituan Waimai] will continue to maintain its previous business strategy, by empowering merchants and helping merchants operate, to achieve a win-win situation for merchants and users."
In other words, [Lituan Waimai] is too scared to join this subsidy war.
When the group buying industry first emerged, subsidies were everywhere.
The parent company of [Lituan Waimai] [Lituan] avoided the subsidy war in the first-tier market and chose to cultivate the market intensively, expand into third- and fourth-tier cities, and follow the policy of "rural areas surrounding cities". Other group buying companies have been burned out in first- and second-tier cities.
At that time, [Lituan] held a large amount of funds and easily went out to pick peaches.
Nowadays, [Lituan] also has this idea.
Of course, [Lituan Takeout] is not doing nothing. Instead, it is asking the people in charge in major cities to use the exclusive agreements in their hands to firmly hold on to the high-quality stores in their hands. If necessary, they can apply for subsidies to avoid the loss of orders from these high-quality merchants.
Large, leading to the launch of other platforms.
[Lituan Takeout] The person in charge asked the local promoters below to repeatedly publicize to the major business owners that burning subsidies cannot last long. It won’t be long before the subsidy activities of the two takeout platforms will end. By then, those customers will be affected by using
Because of the habit, I will come back to [Li Tuan Takeaway].
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If those bosses still have a wavering mentality, let Ditui BD secretly threaten the restaurant owners, saying that [Lituan Takeout] will subsidize the market when other takeout platforms stop subsidy activities. If they can't bear to go online at this time,
If there are other platforms, then it will be difficult to come back to [Lituan Takeout]. There is no ranking and no subsidies at all.
The location ranking on the takeout platform page is equivalent to high-quality locations offline.
The BD manager of [Lituan Takeout] has certain power to adjust the ranking position of merchants. This is convenient for them to expand the market and is also a powerful tool in their hands.
Unlike [Eat Me], there have been too many cases where BD managers used their ranking rights for personal gain, so later [Eat Me] directly took away the ranking rights from the BD managers, took them back to the headquarters, and deployed them by the system.<
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Although this reduces the power-seeking behavior of BD managers, it also causes BD managers to lack authority and become more passive in developing high-quality customers.
Let’s get back to [Li Tuan Takeout] here.
In fact, [Li Tuan Takeout]’s response strategy is also quite targeted.
Although customers are rare for cheap takeout, they also pursue the deliciousness of takeout.
If you can't always order takeout from your favorite merchant on a food delivery platform, then when the subsidy is withdrawn, a large number of customers will be lost.
[Li Tuan Takeout] is to use the two takeout platforms to subsidize and then launch a counterattack to determine the outcome of the takeout market in one fell swoop.
To be fair, this is a very targeted response strategy.
It's just that [Li Tuan] underestimated one thing, that is - [Feixia Takeaway] is rich, [Feixia Takeaway] is very rich.
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November 30, 2017.
Thursday.
[Feixia Takeaway] All BD managers are dispatched to intensively visit all merchants that have opened stores under their name, regardless of whether they are still operating on the [Feixia Takeaway] platform.
Without violating the company's rules, the BD manager tried every means to get as many merchants as possible to sign up for the [1 cent activity] pushed by the system backend and run it online.
Because this is related to the BD manager’s KPI assessment in December, the number of online merchants participating in activities and online turnover will directly affect the BD manager’s KPI score.
The higher the BD manager's KPI score, the higher their salary.
If the KPI score is 1, the bonus is one month’s basic salary.
If it is 3, the bonus is three months’ salary.
[Feixia Takeaway] has promised that there will be no cap on KPI scores and no cap on bonuses.
Thanks to the bonus promised last month, the BD manager of [Feixia Takeout] was very motivated and rushed to the market.
Merchants who had closed their stores one after another were persuaded to come back online.
Dishes are selected one by one and put into the [1 cent activity], waiting to be online.
[Feixia Takeaway] The company is very efficient.
[Have you eaten] The company’s activities are still under study, but [Feixia Takeaway]’s [1 cent activity] has been successfully launched.
Prior to this, [Feixia Takeaway]’s marketing department had spent heavily on advertising for promotion.
The advertisement is also very simple and crude. There are no celebrities or MVs. It is just a few simple big subtitles - [Feixia takeout invites you to eat in December, you can eat and drink for one penny], in a quick and serious voice
Read it out and broadcast it repeatedly, constantly bombarding users’ ears.
The entire market has been warmed up.
December 1, 2017.
Friday.
Launched at 10:30 am.
【One penny activity】launched on time.
Some wool collectors who have been prepared have been waiting for a long time.
In an instant, in the 100 cities where [Feixia Takeaway] operates, prompts like [Hero, you have a new takeout order] are constantly ringing from merchants on the streets.
Takeaway receipts were quickly spit out from the ticket machine.
With nervous and joyful faces, the catering owners packed the dishes in an orderly manner, packed them, ordered receipts, and then gave them to the [Flying Rider] who had just arrived.
[Feixia Rider] put the warm takeout into a brand new takeout box, rode an electric bike, and picked up multiple takeaways on the same route along the way, and finally delivered the takeout to the customer with an average delivery speed of 26 minutes.
In hand.
When customers receive the takeaway, it is still hot.
The delivery efficiency that is ahead of its peers relies on the delivery scheduling system optimized by [Chaoqun Group]'s artificial intelligence core.
The system will automatically assign the most reasonable takeout orders to the riders, and at the same time help them optimize a route that takes the shortest time and is the safest. At the same time, the system will automatically call the rider two minutes before he is about to arrive at the designated location.
Call the customer and ask the customer to come pick up the meal or place it at a designated location according to the customer's request. This saves the rider a lot of effort and improves delivery efficiency.
The first day of the launch of [1 cent activity] was spent in such busyness.
Merchants who participated in this event had a minimum order of more than 100 orders, and for merchants with many orders, it was not uncommon to have more than 1,000 orders.
The merchants were smiling from ear to ear, tired and happy at the same time. When they saw the BD manager of [Feixia Takeout] passing by, he was delivering cigarettes and drinks, and talking about building relationships.
This is normal. The merchants currently operating on [Feixia Takeaway] are not high-quality merchants. Their business has always been tepid, and is even close to the point where they can no longer operate.
[Feixia Takeaway] This activity, for them, is like a sweet spring after a long drought, igniting their hope for the future.
Precisely because they have experienced low moments, they cherish this opportunity even more.
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Some merchants also hinted that the BD manager would not forget his benefits if the business does well.
The BD manager was so frightened that he shook his head repeatedly. Since Qi Tianlin took office, anti-corruption has been going on. I don’t know how many BD managers have had their management removed, leaving stains on the company files. From then on, [Chaoqun Group] related companies
They will not be recruited.
The BD manager will definitely not ruin his reputation for a few hundred or thousands of dollars.
So they said that if you are really good for me, turn this benefit into a subsidy and give it to consumers. Firstly, it will drive your business. Secondly, the market will get better, and I will be more likely to be appreciated by the above.
Only then did these businessmen give up.
Of course, some people are happy and some are sad.
[Feixia Takeaway] The online merchant is Huanxi.
As for the merchants who were trapped by the exclusive agreement with [Lituan Takeout], few of them could laugh when faced with at least two or three levels of shrinkage in their takeout business.
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At twelve o'clock in the morning, the day's order data was freshly released.
Daily orders are 8.21 million.
The number of orders increased 8 times compared with the number before the event.
Riders deliver an average of 83 orders.
The number of rider orders increased by 6.1 times compared with before the event.
The average delivery speed of riders is 26 minutes.
The delivery speed is 6 minutes faster than before the event.
Of course, more than 90% of these 8.21 million orders are active orders.
The average subsidy per order is 14.5 yuan.
Today, at least 107 million yuan was burned.
When the financial director of [Feixia Takeaway] saw this data, he couldn't help but twitch at the corner of his eyes and his heart slowed down for a moment.