Chapter 52: A chain of contempt for pig trotter rice shops?
More than 100 million yuan was burned in one day.
But this is just the beginning.
Users spread the word spontaneously.
From the system background, you can see that the number of APP downloads of [Feixia Takeaway] has increased by millions of times.
Because [Feixia Takeaway] has no other traffic entrance, only APP orders can enjoy this discount.
In the past, when I begged grandpa and grandma to let users download the APP, customers ignored me.
But now, instead of local promoters taking the initiative to promote the software, users download the software themselves, and the efficiency is hugely different.
【1 cent activity】Enter the second day.
[Feixia Takeout] Orders generated on the platform have further surged.
At the end of the day, the total number of orders increased from 8.21 million to 9.33 million, an increase of more than one million orders.
On this day, the [Feixia Takeout] platform burned 135 million yuan.
The delivery speed of [Feixia Rider] has been further improved, reaching 25 minutes, an increase of one minute.
This is because the AI brain in the background of [Feixia Takeaway] further optimizes order delivery, delivery routes, and even the time to call users in advance based on yesterday’s data.
Don't look at it. It only improves the delivery speed by one minute. Behind this is a massive amount of computing power and powerful artificial intelligence.
Only those in the know know the horror.
In the original takeout market, [Lituan Takeout] has an average of more than 18 million orders per day, accounting for about 60% of the market. [Eat.me] has an average of more than 10 million orders per day, and has a market share of more than 30%.
And [Feixia Takeaway] has an average daily order volume of about 1 million, and its market share may not even be 5%.
In the entire takeout market, there are about 30 million takeout orders.
Now, the order volume of [Feixia Takeaway] has increased, and its market share has increased to 30%. Correspondingly, the order volume and market share of [Lituan Takeaway] and [Eatme] have inevitably shrunk.
.
Among them, the market share of [Lituan Takeaway] dropped by 20%, and the average daily orders dropped from 18 million to 12 million, a total reduction of more than 6 million orders.
The losses of [Eat.me] were not low either. The average daily order volume shrank to about 7 million, with a market share of only 20%, making it the third lowest.
Then the third day.
【1 cent activity】Further fermentation.
[Feixia Takeout] The order volume on the platform has reached 13 million, but the delivery speed has slowed down, and the average delivery time per order has been extended to 39 minutes.
This is because orders have skyrocketed and the number of riders has become insufficient.
Although [Feixia Takeout] had prepared well in advance and recruited a large number of riders before the event was launched, it still could not keep up with the growth of orders.
The optimization of artificial intelligence will be useless if it cannot be combined with the actual offline situation.
Therefore, in the 100 cities where [Feixia Takeaway] operates, whether they are directly operated or franchised by agents, they are all recruiting riders, offering high basic salaries, plus high commissions.
A large number of people from society are attracted to join the ranks of [Flying Riders].
On this day, [Feixia Takeout] burned 188 million yuan.
Day four.
Who can resist a penny spicy chicken burger and Coke?
Who can resist a penny honey chicken?
Who can resist a penny of farm-style stir-fried meat and wooden barrel rice?
Who can resist a penny of pork knuckles and shredded chicken with rice?
Who can resist cumin lamb fried rice for a penny?
Who can resist a penny black pepper pork chop baked rice?
What’s even more outrageous is that you can come twice a day!
Who can resist happiness twice a day!
Many people not only place orders themselves but also place orders every day. They also ask their parents in their fifties to download software and place orders every day.
This is endless happiness!
The order volume of [Feixia Takeaway] platform has skyrocketed again, reaching more than 14 million. This is not the limit of [Feixia Takeaway]. It is just limited by the platform’s delivery capacity and the speed of merchants’ meal delivery. Many merchants have to serve during peak periods.
time, the business is closed, or the business is automatically suspended by the system.
Of course, on this day, [Feixia Takeaway] also burned a record-breaking 203 million yuan.
[Eat Me] couldn't stand it any longer. The average daily orders on their company's platform continued to decline, so they hurriedly launched a subsidy activity on the market.
It is also the main product [1 cent is enough].
It is also a backend push activity and merchant registration.
However, their system is not as smart as [Feixia Takeaway] system.
[Feixia Takeout]’s system can automatically lock dishes in the merchant’s backend based on the store’s historical orders and other factors. Merchants can only choose one or a few of these dishes to sign up for the event. [Feixia Takeout] can do this at the lowest price
Subsidies provide users with the most affordable takeout.
The merchants listed on [Eat.me] are different. Because merchants choose their own dishes, many are smart in listing low-priced dishes at higher prices - such as a simple fried rice noodles with eggs.
, breakfast sells for three or four yuan, late-night snack stalls sell for six or seven yuan, and the highest price in the store is 8 yuan. They directly mark it up to 15 yuan, and then register them for activities to defraud the platform of 14.99 yuan in subsidies.
How can this 1-cent egg fried rice noodles be compared with the 1-cent honey chicken at [Feixia Takeaway]?
【Did you eat it】I was picked out again!
But after all, there is a market with subsidies. The original daily average order volume of [Eatme] has dropped to four to five million.
After the subsidies were reduced, the average daily order volume skyrocketed, quickly rising back to more than 8 million orders.
On the fifth day, [Feixia Takeout] orders remained at more than 14 million, [Eat Me] still had an average of more than 8 million orders per day, and [Lituan Takeout] relied on exclusive customers and a small amount of subsidies, so orders could still be kept.
Maintained at more than 8 million.
On this day, [Feixia Takeaway] still burned 200 million yuan, [Eat Me] also burned 100 million yuan, and [Lituan Takeout] was the least, only a few million yuan.
On the sixth day, [Feixia Takeaway] orders remained at more than 14 million. [Eat Me] touched the edge of 9 million orders, and [Lituan Takeaway] had about 7 million orders.
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On the seventh day, [Feixia Takeaway]'s shipping capacity has improved. Under the optimization of artificial intelligence behind the software, orders have exceeded the peak, reaching 15 million.
Of course, the money burned also reached a new peak, with a total of 217 million yuan burned.
Also on this day, [Feixia Takeout]'s market share reached 50%, occupying half of the takeout market, although it was a burned-out market.
And [Eatme] has increased to more than 10 million orders, burning 150 million yuan.
The average daily orders of [Lituan Takeout] dropped to more than 5 million, with a market share of less than 17%.
Many exclusive customers of [Lituan Takeout] have been shaken, ignoring the threats from [Lituan Takeout] BD managers, and privately found BD managers on other platforms.
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Pengcheng.
One of the four first-tier cities in China, it is a seaside city located in the south, adjacent to Hong Kong Island. It once created a "Pengcheng Speed" that is famous around the world.
The permanent population is 17.56 million, and the average house price is 30,000 yuan per square meter.
This is a young city, a city that accepts new things quickly, a city with high consumption power, and has always been a battleground for many consumer companies.
Naturally, major takeout companies will not miss this place and have invested a lot of manpower and material resources in its development.
Anbao District.
Donghu New Village.
Near the lunch peak period.
At the entrance of the village near the archway, there is an old Longjiang Pig's Knuckle Restaurant.
On the dozen or so greasy dining tables, there was only one customer sitting, eating the cheapest pig's trotter rice.
There is a middle-aged Mediterranean boss, a fat middle-aged landlady, two young waiters, and a dishwashing lady standing in the store very leisurely, with ugly faces.
Especially the middle-aged boss, his face can be described as gloomy.
On the street outside the store, riders wearing red uniforms with the word "Feixia" on them were riding electric scooters and walking through the streets and alleys carrying takeaways.
Although the weather is cold, the rider's forehead is sweating and his eyes are full of energy.
The middle-aged boss turned his attention to his cashier.
There is a desktop computer on the checkout counter that feels very greasy.
The computer screen is on, with a page hanging on it.
This is the page of [Lituan Takeout].
The middle-aged owner’s surname is Liang. His restaurant [Liang Ji Pork Knuckle Rice] has been open for four years in Donghu New Village. The business has always been very good. Customers like to eat his food, which is fat and thin, fat but not greasy, and smooth and tender in the mouth.
Pig's trotter rice.
Even if the food delivery trend comes, after the middle-aged boss surnamed Liang signed an exclusive agreement with the BD manager of [Lituan Food Delivery], he has a top ten position on the food delivery page, with an average of more than 200 food delivery orders per day, which is the peak
It can reach more than 300 orders in a period, and after a month, it can easily reach 6,000 or 7,000 orders.
Although [Lituan Takeout] will take away 20% of the commission, the remaining profit is also considerable.
Coupled with the daily dine-in customers in the store, Boss Liang's life is still okay.
But all this came to an abrupt end after [Feixia Takeaway] launched the [1 cent campaign].
It’s been a whole week.
His takeout orders add up to about a hundred orders.
The store's business has also shrunk greatly due to the impact of the takeout platform activities. It may have shrunk by 20 to 30% a few days ago, but now the turnover has dropped by more than half.
So what if those customers say that his pig's trotter rice is the best in the entire Donghu New Village?
Their pork trotter rice only costs 1 cent!
After eating someone else's pig's trotter rice, there is no extra room in my stomach to hold another pig's trotter rice.
This is why Boss Liang’s business is so bad.
Boss Liang also has to make ends meet, pay wages to his employees, and pay rent to the landlord.
If things continue like this, Boss Liang will not be able to survive, and the store will not be able to operate.
People always have to bow to reality.
At this time, an ordinary-looking young girl who was less than 1.6 meters tall, wearing blue jeans, and carrying a backpack with the logo of [Lituan Takeout] walked in.
As soon as the young girl entered the door and saw the ugly-faced boss and wife, her heart skipped a beat, but she still had a bright smile on her face and said, "Boss Liang, boss-wife, how about lunch!"
"There is no business in the store, how can I get better?" The landlady said with a hint of complaint in her tone.
The young girl smiled awkwardly.
Boss Liang's face darkened and he asked seriously, "Xiaoli, as you said last time, you should go back and report to the superiors and apply for subsidies. Has your application been approved?"
"It's not that I'm urging you! Now [Have You Eaten], [Feixia Takeaway] is slapping subsidies so fiercely, even 1 cent! We have no business at all! Don't you [Lituan Takeaway] show any signs? This market
Just give it to others for nothing?"
The more Boss Liang talked, the more excited he became, foaming at the mouth.
This young girl named Xiaoli is the BD manager of [Lituan Takeout] in charge of this area. The embarrassment on her face is getting stronger and stronger, but she still tries to persuade the boss, "Boss Liang, you also know that they
It’s because of subsidies!”
"Do you know how much money they burn a day now?"
"One to two hundred million is burned a day!"
"Our company's top management has received the exact news. They won't be able to survive for long. Subsidies will be stopped soon! Customers burned with subsidies will not be loyal."
"Boss Liang, at the same price, do you think customers in Donghu Community who want to eat pig's trotter rice will eat it at your store, or go to the [Longji Longjiang Pig's Knuckle Rice] at the end of the street?" from [Li Tuan Takeout]
BD manager Xiaoli asked rhetorically.
"That goes without saying! That pig's trotter rice is not even good at braised pork trotters. How can their pig's trotters rice compare to mine!" Boss Liang said disdainfully. The boss who sells pork trotter rice also has a chain of contempt.
However, comparing hair volume with the programmers is different. What they may be comparing is - oiliness?
"So, Boss Liang, if you endure it for a while longer, I guarantee you will have the last laugh." Xiaoli, the BD manager of [Lituan Takeout] said with great confidence.
But Boss Liang didn’t see it that way. He suddenly sighed and said, “Xiaoli, we have been cooperating for so long. I believe you. I also believe that subsidies are not normal. Sooner or later, they will stop.
Subsidy.”
"But when is this! A week? Or two weeks? Or a month!" Boss Liang reached out to stop Xiaoli from speaking, and continued, "Xiaoli, I have been waiting for a week! In the store
Business is getting worse and worse!"
"I also want to support my family!"
"I can wait! But you [Li Tuan Takeout] also have to show your attitude."
"You [Lituan Waimai] are not as wealthy as others. I can understand that you cannot subsidize all merchants, and I can understand it, but for exclusive customers and key customers like us, you must give appropriate preference.
You can't watch us starve to death, right?" Boss Liang said in a low tone.
Xiaoli opened her mouth to say something, but in the end she said nothing.
When Boss Liang saw this, he became even more dissatisfied. He went straight to the point and asked, "Xiaoli, let me ask you, does your company provide any subsidies?"
"I'll go back and report it to the higher-ups to apply," Xiaoli said with a wry smile.
"Yeah." Boss Liang stopped talking immediately.
Xiaoli said a few more words, but seeing that Boss Liang had no intention of talking to her, she said "The boss's business is booming" and then left.
As soon as Xiaoli left, Boss Liang said to his wife, "Contact [Feixia Takeout] and [Eatme] takeout business. We can't hang ourselves from a tree."