This self-media article "Blood and Tears Accuses Food Delivery Platform of Unfair Competition, Forces Merchants to Choose One" mentioned that [Lituan Takeout] and [Feixia Takeout] use their market advantages to force merchants to [choose one of the two]
】.
The so-called "choose one" means that some e-commerce companies require merchants to settle on the platform to only provide goods or services on the platform and are not allowed to operate on other platforms at the same time.
If a merchant violates the requirements of these two platforms, these food delivery platforms will impose unfair penalties on the merchant through measures such as search derating, traffic restrictions, technical obstacles, and deposit deductions.
In this self-media article, we talk about a few businesses in a certain place. Because they are unwilling to accept the "choose one" from the food delivery platform, they want to develop in a balanced way. They should go to more food delivery platforms, do more business, and make more money.
To feed the family, it was jointly banned by [Lituan Takeout] and [Feixia Takeout], and it can only operate on the [Eatme] takeout platform.
However, the market share of [Eatme], a food delivery platform, is not as high as the other two platforms, so the current business is bleak and has reached the point where it can no longer operate.
The author of the article believes that this kind of behavior is an obvious monopoly behavior, a behavior that restricts access, and is an illegal behavior.
He called on society to pay attention to this matter, to pay attention to the millions of oppressed lower-level merchants, and not to let the corpses of lower-level merchants bear the evil flowers of Internet companies.
After this article came out, with the help of some people, it quickly became very popular and caused extensive discussions.
In Bihu, on many social platforms such as Weibo, many users have expressed their opinions or exposed dirty information about the food delivery platform. The core is nothing more than accusing the monopolistic behavior of the food delivery platform for the harm to consumers.
Infringement of business interests.
There is constant discussion in the society.
Even the State Administration for Market Regulation was alarmed and announced that it would investigate the suspected monopoly operations of multiple food delivery platforms.
Market regulatory authorities in various places have also interviewed takeaway branches in various places and asked them to operate in compliance with the law.
For a time, there were several food delivery platforms, mainly [Feixia Food Delivery] and [Lituan Food Delivery]. The two food delivery platforms also felt the pressure.
The top executives of the two food delivery platforms have held multiple meetings on this issue to discuss response strategies.
They smelled a conspiracy.
Those who can reach high-level positions are not fools, but many are smart people.
They suspected [Have you eaten]?
Even enemies can work together.
In order not to be used as a spearman for others, I also don’t want to let the [eat it] fishermen benefit.
At the suggestion of [Li Tuan Waiwei], the senior management of [Li Tuan Waiwei] in the Beijing headquarters quietly went to the Beijing headquarters of [Feixia Waiwei]. The executives of the two food delivery platforms held a closed-door meeting for a day, and there was a heated discussion.
After arguing for a day, an unwritten verbal agreement was finally reached.
The two food delivery platforms will no longer implement the so-called "exclusive policy" between each other. In other words, merchants are free to launch [Lituan Food Delivery] or [Feixia Food Delivery], but the two will join forces to enforce [eating]
[Eat Me] has been blocked. Merchants that have launched [Lituan Takeout] or [Feixia Takeout] will not be allowed to go online [Eat Me].
Of course, with this lesson learned, the two food delivery platforms will not simply and rudely ask merchants to offline [Eat.me], but will let BD managers use hints or other obscure methods to punish merchants who go online [Eat.me]
Remind them to give up going online [Have you eaten].
Without merchants to provide goods or services to users, no matter how large the subsidies are, it will be of no avail.
This is the bottom line.
In addition, [Lituan Waimai] and [Feixia Waimai] have also reached a consensus on subsidies. They will gradually cancel such large subsidies and no longer engage in price wars, but will compete in the market in a more fair manner. In fact, [Li Tuan Takeaway] showed its determination to [Feixia Takeaway], making [Feixia Takeaway] see that it cannot easily defeat [Li Tuan Takeout] with subsidies alone, or even if it defeats [Li Tuan Takeout]
】, you have to pay an extremely heavy price.
In the past October 2017, [Lituan] raised US$4 billion.
Combined with other funds in bank accounts, the total amounts to more than $5 billion.
This does not include his cash flow.
Wang Xing has stated that even if it spends all of the US$5 billion on food delivery, it will not take a step back.
[Li Tuan Takeaway] I will only die on its battlefield, but I will not become a deserter.
To be honest, I was under a lot of pressure to make this decision.
The pressure from investors will be like mountains that can make people breathless.
But when Wang Xing said this, he didn’t hesitate at all.
It was precisely after seeing the firm determination of [Li Tuan] and [Li Tuan Takeout] that Qi Tianlin from [Feixia Takeout] thought about it again and again before agreeing to [Li Tuan]'s suggestion.
After all, compared with [Li Tuan], [Feixia Takeout]’s foundation is still a little thinner.
Although Wu Siyuan and Qi Tianlin have stated that their support for [Feixia Takeaway] is not online, Qi Tianlin still hesitates.
The sunk cost of [Li Tuan Takeout] is so high that even [Li Tuan Takeout] cannot give up.
[Feixia Takeaway] If you insist on going your own way and keep fighting the subsidy war, even if you can win the war in the end, the price you pay will be extremely high. Maybe ten years of operation may not be able to recover the cost, so why bother! Moreover, if we continue to fight the subsidy war, it means forcing businesses to choose one of the two, which can easily lead to a crackdown by national regulators.
[Chaoqun Group] has always been very law-abiding, and Qi Tianlin does not want [Feixia Takeout] to drag down the company's image.
This may cause him to lose points in Wu Siyuan's mind. He is only in his forties and still wants to continue to improve!
This is the main reason why Qi Tianlin agreed to the proposal of [Lituan Takeaway].
Since [Feixia Takeout] cannot quickly become the king of the takeout market through subsidies and scare away competitors, Qi Tianlin must consider other methods.
Qi Tianlin flew back to Yangcheng, Yue Province, and had in-depth exchanges with Wu Siyuan, Huang Yuping, and his immediate boss [King Kong], and he already had some ideas.
On the [Lituan] side, seeing [Feixia Takeout] agree to give up the subsidy war, they were secretly relieved. After all, with the behemoth [Chaoqun Group] behind them, if they really had to fight to the death, it would be good if they won, as the world would not be harsh.
For the winner, if he loses, Wang Hang’s reputation will be completely ruined, and he will no longer be able to work in this industry.
Fortunately, things did not develop into the worst-case scenario they imagined, and [Feixia Takeaway] still has a little bit of sense.
In fact, without engaging in a subsidy war, [Li Tuan Takeout] has an advantage over [Feixia Takeout]. [Li Tuan Takeout] has been working in this market for many years and has multiple large-traffic entrances to attract traffic.
Even [Eat Me] has an advantage over [Feixia Takeout]. After all, [Eat Me] also has traffic support from [Alibaba].
As for [Feixia Takeout], it only has its own APP entrance. [Qiandu] previously said that it would package the traffic entrance and sell it to [Feixia Takeout], but it was rejected.
Under normal circumstances, [Feixia Takeaway] should not agree to this condition, which is equivalent to cutting off both arms. Originally, [Lituan Takeaway] thought that [Feixia Takeout] would make some compensation demands, but did not want [Feixia Takeaway] to ask for some compensation.
Xia Waimai】Didn’t mention anything.
[Li Tuan Takeaway] Seeing that [Feixia Takeaway] agreed so readily, I was suspicious for a long time, thinking there was some fraud!
After much deliberation, I can’t figure out the idea of [Feixia Takeaway]. In the end, it can only be attributed to the youth of Qi Tianlin, the person in charge of [Feixia Takeaway].
But no matter what, this is a good thing for [Li Tuan Takeaway]. The senior management of [Li Tuan Takeaway] who knew about this were secretly happy in their hearts, vaguely seeing the dawn of victory - if [Feixia Takeout] didn't betray its promise midway
If.
However, the most important thing at the moment is to deal with the pressure from regulators.
After the two food delivery platforms reached a verbal agreement.
Not long after, [Li Tuan Takeaway] held a press conference. At the press conference, [Li Tuan] spokesperson said sincerely that [Li Tuan] respects catering merchants’ independent choice of various online platforms, operates in accordance with laws and regulations, and consciously
Maintain the order of fair competition and earnestly fulfill social responsibilities.
The day after [Lituan Takeout] held a press conference, [Feixia Takeout] also issued an announcement. The announcement expressed that [Feixia Takeout]’s vision is to bring business benefits to merchants on the basis of freedom, fairness and justice.
to achieve higher profit margins and bring better convenient services to consumers.
The two food delivery platforms responded so quickly that many people were dumbfounded. They did not expect that the two food delivery platforms had such a strong desire to survive, and they all said that the two food delivery platforms were cowardly!
The National Supervision Bureau was dumbfounded when it saw this. It happened that the two food delivery platforms were headquartered in the capital, so they interviewed the leaders of the two platforms and warned them to operate in accordance with the law, but no penalties were imposed.
After all, only disobedient children need to be beaten, and children who admit their mistakes will of course be treated gently by the world.
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After the two food delivery platforms issued announcements, their business policies were quickly adjusted. The deposits collected by [Feixia Food Delivery] from merchants were refunded. The BD manager also informed these exclusive merchants that they can freely launch [Li Tuan Food Delivery] according to their own wishes.
However, the BD manager also vaguely reminded merchants that if a merchant launches more than two takeout platforms at the same time, it will be difficult to get traffic support and subsidy support from the platforms.
Of course, [Feixia Takeout] will not object to which takeout platforms merchants launch!
[Li Tuan Takeaway] BD manager’s external rhetoric is similar.
All of a sudden, the merchants were overjoyed.
As expected, once the state takes action, it will be known whether it is there or not.
On the last day of December 2017.
Many merchants contacted [Lituan Takeout] and reopened [Lituan Takeout].
Many merchants contacted the BD manager of [Feixia Takeaway] and opened [Feixia Takeaway].
However, in 2018, [Eatme], which was lagging behind [Feixia Takeout] and [Lituan Takeout] in terms of market share, was horrified to find that its online active stores had dropped by a full 30%.
And this downward trend is continuing.
[Eat it?] was blocked by [Feixia Takeout] and [Lituan Takeout] in a secretive way.
And [Have You Eaten It] wants to repeat the same trick and complain to others, but it won’t work anymore.
Because no matter [Li Tuan Takeout] or [Feixia Takeout], there is no objection to merchants launching [Have You Eaten] online?
Just after the launch of [Eat.me], the exposure of [Lituan Takeout] and [Feixia Takeout] suddenly decreased a lot, and the order volume also dropped. However, the orders that [Eat.me] can bring
, and not much.
The boss of a catering business knows how to calculate in his heart and will naturally make choices with his feet.
The merchants on [Eat What?] naturally fell off a cliff.
Without merchants to provide services, naturally there will be no users to enjoy the services.
After many consumers opened [Eat.me], they saw that there was no takeaway from the merchants they wanted to eat. They shook their heads and logged out, then turned around and logged in to [Feixia Takeout] or [Lituan Takeaway]. p>
Halfway through January 2018.
[Lituan Takeaway]’s daily average orders have exceeded its previous peak, reaching 22 million, accounting for 53% of the market.
The average daily orders of [Feixia Takeaway] are only 15 million, accounting for 36.5% of the market.
[Eat Me]’s average daily orders are only 4 million, accounting for less than 10% of the market.
The management of [Have You Eaten It] saw it in their eyes and were anxious in their hearts.
The failure in the market has made the major shareholder [Alibaba Group] behind [Eatme] very dissatisfied. The pressure from [Alibaba Group] is increasing, and the follow-up part of the financing that was originally negotiated did not arrive on time. p>
[Eat Me]’s capital chain is starting to get a little tight.
At this time, [Li Tuan Takeout] and [Feixia Takeout] also announced the end of large-scale subsidy activities such as [One-Penny Guarantee], allowing the market to return to normal, and would only subsidize newcomers and some special activities.
.
[Eat Me]’s subsidy was not immediately withdrawn.
But even so, the total order volume of [Eat.me] did not achieve an explosive increase. The order volume only doubled, reaching an average of 8 million orders per day.
After a few days, the orders increased, reaching around 10 million orders, and then stopped growing.
What makes the management even more desperate is that the number of merchants in [Eat.me] has never increased, but has only increased by about 30% compared with before.
The management instructed the BD managers below to use large subsidies to negotiate exclusive operations with merchants.
As a result, [Lituan Takeout] and [Feixia Takeout] sued [Eatme] backhand, violating the principle of fair competition and claiming 1 million yuan.
After this news came out, the society also criticized [Have you eaten it]?
[Feixia Takeaway] and [Lituan Takeout] are no longer exclusive, but you are actually reversing the course of history. Where did your previous righteousness go!
【Have you eaten yet】I can only come out and apologize.
Its management already has a sense of powerlessness.