Gu Yun smiled and raised his wine glass, and drank a drink with Zhang Xuhao, who puffed out his chest and was full of confidence.
In fact, in the future, Zhang Xuhao and Wang Xing, the founder of Meituan Waimai, had a good relationship, and the two sides fought against each other countless times.
Before Gu Yun was reborn, he was very interested in the company Meituan.
In the previous life, Meituan started from group buying, becoming the king of food delivery, focusing on liquor, tourism, movies, and bicycles at the same time, and then moved on to community group buying with rapid user growth. In the past ten years, Meituan has become more and more courageous, and has firmly grasped the ticket of local life.
In hand.
In the very fierce battle of thousands of groups in the group buying field, Meituan was neither the strongest nor the most favored by capital, but in the end it became the top one that survived to the end.
Founder Wang Xing believes that local services and group purchasing of goods are fundamentally two different types of e-commerce.
The former is very traditional and has been played by Taobao and JD.com for a long time. The latter encourages consumers to go out and bring traffic to merchants and discounts to consumers. Meituan firmly chooses the latter.
Based on this judgment, Meituan’s core strategy is to be among the top three in the short term and first in the long term, and to pursue “three highs and three lows” in its operations.
Three highs and three lows are pragmatic and partial to principles and values.
What really determines Meituan's success is doing these four things right: focusing on first- and second-tier cities, not being greedy for too many cities, subsidizing high-quality supply, and embracing mobile Internet.
At that time, most of our peers were using West Coast subsidies, burning money to seize the market regardless of cost, without paying attention to the input-output ratio. Once capital began not to follow up and increase investment, they would soon die.
Wang Xing is particularly cautious about subsidies because he was severely cheated by Taofang.com before.
In the group buying war, Meituan decided not to promote online and focus on offline promotion.
The logic is very simple. Wang Xing specifically consulted Alibaba's Guan Mingsheng, and the feedback he received was that subsidizing to B business is ineffective, and offline promotion is more efficient for merchants.
Not doing promotion seems easy now, but it was very stressful at the time.
A large number of city managers resigned and were poached. Their colleagues were providing crazy subsidies, and they had zero subsidies. The morale of the team was not high. It is easy to imagine that the situation at that time was very difficult.
But Meituan still persisted. Throughout 2011-2012, the biggest thing Meituan did was to cultivate internal strength.
In 2011, Meituan's front-end products did not undergo any iterative updates. Wang Xing and Vice President of Technology Mu Rongjun led the Meituan.com technology department to spend a lot of energy on developing the back-end IT operation system, which increased Meituan's overall operational efficiency by 2.8 times.
Super peer.
In the battle of thousands of regiments, Meituan has been waiting for peace.
Sure enough, players have been dying since the end of 2011.
By August 2012, Groupon's market value had shrunk to only US$2.2 billion, capital enthusiasm had completely cooled, and most players began to take their buckets and run away.
At this time, Meituan, which has accumulated a lot of experience, began to officially exert its efforts. When everyone was still on the PC side, the Meituan APP was already online.
Under the tide of mobile Internet, Meituan has grown at an astonishing rate. Since 2013, it has quickly outpaced its peers and its advantages have continued to grow.
WANG
After most of its competitors fell, Meituan took advantage of the mobile Internet replacement wave and began to burn money like crazy, and finally won the first place in the group buying market.
The entire war process was very dangerous. In the end, Meituan, which had been "patient for a long time" and "choose to do the right thing", won the war and started a new round of expansion in the field.
Starting from group buying, Meituan completely began its borderless journey.
"Have you seen the news? Meituan Takeout is officially launched."
The men were drinking and chatting in all directions. Wen Jue, who was scrolling through the news on his mobile phone, suddenly interrupted.
“Meituan takeout?”
Gu Yun was stunned for a moment, why did it go online so quickly?
In his memory, it was only in 2013 that Meituan began to consider de-group buying, embrace the food delivery industry, and focus on local life.
The elimination of group buying marked the beginning of Meituan’s business focus on home delivery and in-store delivery. As far as catering is concerned, home delivery is more frequent and more urgent than in-store delivery.
Meituan's take-out business is just like Tencent's WeChat business and BYD's tram business. It is revolutionary in nature.
Few companies have the ability and courage to put aside successful products and challenge more successful products.
But according to the original timeline, Meituan sent a small team to secretly investigate for ten months.
Meituan Takeout will not be officially launched until November this year?
It seems that the original trajectory has been changed. Gu Yun's move to promote the cooperation between Ele.me and the Paradise Group has also changed the entire world line.
"I know Meituan. They only do group buying and takeout. They are a little new."
Zhang Xuhao didn't take it seriously, shook his head and responded with a smile.
Ele.me has completed its C round of financing today. It is also the most high-spirited day in his life. He has gone from a penniless college student to this point. The success of his career has given him strong confidence.
In his eyes, there is an essential difference between the takeout war and the Thousand Regiment War. This difference lies in the fact that the external competitive environment is completely different.
The number of catering businesses in an area is limited. For example, if there are 100 restaurants, 70 of them have signed up for Ele.me. How will the newcomers compete?
Therefore, although Zhang Xuhao is well aware of the combat effectiveness of large companies like Meituan, he actually does not mess up his position.
"It seems that Meituan has also seen that our development is getting better and better, and wants a piece of the pie."
Kang Jia, who is also the founder, heard Wen Jue’s prompt and quickly lowered his head to read the news that Meituan Waimai was officially launched.
Although Ele.me is the dominant player at the moment, there is no doubt that food delivery is a market with huge growth potential, and most cities currently do not have food delivery business.
Meituan Waimai, which was launched on the same day as Ele.me’s Series C financing, obviously did not launch its project in a hurry, but was well prepared.
This chapter is not over yet, please click on the next page to continue reading! I don’t know how long I have been researching secretly, but on the first day Meituan Takeout was launched, it carried the slogan “Meituan Takeout, delivers everything quickly” in Beijing and Shanghai.
First- and second-tier cities such as Jiangcheng and Fengtian have blossomed.
"Mr. Zhang, the real opponent is here. The fact that Meituan can survive to the end in a battle of thousands of regiments speaks volumes."
After Gu Yun reacted, he patted Zhang Xuhao's shoulder and gave a meaningful reminder.
When it comes to decision-making in the food delivery business, compared with the Thousand Regiments War, Meituan Food Delivery, as a latecomer, is very aggressive and radical.
Based on Wang Xing’s previous experience in group buying, since group buying can be launched in cities across the country, such high-frequency takeout should also be possible.
Therefore, Meituan’s decision is obvious: to open up the city like crazy, time will not wait for me.
During the process of opening the city, the strategies that have been proven effective in the Thousand Regiments War were still reused.
During the process, Meituan also gained a new understanding: if it is the first to enter a business district, the customer acquisition cost of the second entrant will be 5 to 10 times that of the first.
"Gu Yun, do you have any suggestions?"
Zhang Xuhao is naturally a smart person if he can scale his business up to this scale.
Gu Yun repeatedly hinted several times. At first, he thought it was the big boss's cautious nature, but now that he thought about it, Gu Yun must have had his own ideas.
"Don't underestimate Meituan. I suggest that we start burning money now, use coupons to subsidize users, and capture the market."
Gu Yun thought for a while and gave an opinion that was most suitable for Ele.me's current situation.
When it started to develop the food delivery market, Meituan didn’t have any special secrets. It mostly learned from Ele.me. It’s just that Meituan’s local promotion capabilities are stronger and the results are better.
Meituan has entered 30 cities at once, 18 of which are blank markets for Ele.me.
In the previous life, Meituan learned how to play Ele.me. In the summer of the second year, it recruited a thousand people, trained them intensively for a month, and sent them to Kaicheng, a hundred cities.
By the time Ele.me reacted, it was already too late.
The second strategy is to burn money like crazy and seize the market by subsidizing users.
At first, Meituan used the experience of group buying to subsidize the supply side, but found that the effect was not good. After further research, it was found that for the student group in the campus market, so many merchants were not needed.
After verifying that subsidizing users was more effective, Meituan began spending money to subsidize users and quickly increased its business volume.
In his previous life, Gu Yun was a college student. Because of the money-burning competition between Meituan and Ele.me, he ate free takeout for a full month. As a result, he still kept the habit of ordering takeout after graduation.
This is the power of habit.
After listening to Gu Yun's suggestion, Zhang Xuhao frowned.
is it necessary?
"It doesn't matter. I'm just giving you a suggestion. How to fight with the opponent in the ring. In the end, it all depends on you."
Gu Yun saw through Zhang Xuhao's micro-expression at a glance, and did not insist at the moment. After all, he was only a shareholder, and what investors said had different intensity than what his boss said.
For some losses, you can only review it after you have experienced it yourself to understand how ridiculous the choice was.
Gu Yun believes that even with his own help, it will be difficult for Ele.me to kill Meituan in its infancy.
The food delivery market is a blue ocean. Currently, with the size of both parties, no one has the ability to eat up the entire market.
"Let's hold a meeting to discuss the subsidy issue when we go back. Mr. Gu, don't worry. With two entrances, Xiaojushu and Doule, we can penetrate Meituan easily."
Zhang Xuhao served the last glass of wine in the evening, and everyone started chatting happily again.
It would be too boring to spend the entire celebration dinner talking about work.
There was supposed to be an activity in the second half, but it was abandoned because Wen Jue was already around Gu Yun.
Zhang Xuhao and others waved goodbye to Gu Yun, called a taxi, and watched the two of them return to Tangchen Yipin.
"Husband, are you moving too fast? You just finished drinking yesterday, and now you are cooperating?"
Early in the morning, Wen Jue just opened his eyes after the war and planned to order breakfast takeaway when he was attracted by Ele.me's new interface.
After reaching the investment agreement, Gu Yun immediately arranged his work back to the Jiangcheng headquarters. Xiaojushu's programmers also successfully connected with Ele.me and built the interface in one night.
[Ele.me Koubei and Xiaojushu have joined forces to develop localized content. Recently, the list of Internet celebrity restaurants jointly launched by the two for the first time has been launched. 】
Enter the word-of-mouth list square, and the "Xiaohongshu Internet celebrity restaurant list" is placed on the homepage of the page.
The first list combines multi-dimensional content such as note recommendations, purchase popularity, and post-consumer reviews. It provides consumers with a real lightning protection guide for Internet celebrities in view of the common pain points of "swiping the list" in other list products.
Even though Wen Jue knew Gu Yun's execution ability very well, he was still surprised by this action.
Do all Internet companies have such execution capabilities?
With such execution ability, how can it be possible that things can’t be done well?
Wen Jue has been the vice president for a while, and it was only then that she discovered that the work pace of Coffee Justice was not on the same level as that of the Internet companies of the neighboring Paradise Group.
Apart from anything else, the needs that the boss mentioned the day before can be reflected in the product the next day. How many companies can do this?
"It's not difficult. In fact, we have sorted these things out a long time ago. They are all bargaining chips when we come here to discuss cooperation."
Gu Yun also woke up from the lost lake, hugging Wen Jue's small waist and replied.
For Xiaojushu, the reputation of restaurants is already available. All they need to do is create a list and provide an interface for Ele.me to browse user reviews.
The rules of the list further indicate that the cooperation between Ele.me Koubei and Xiaojushu is based on breaking down the barriers between store recommendations and content production, so as to achieve the dual purposes of user retention and traffic surge.
Up to now, the first issue of the cooperation list between Ele.me Koubei and Xiaojushu has been officially released, which now covers popular restaurants in more than a dozen first- and second-tier cities such as Beijing and Shanghai.
Ele.me’s reputation emphasizes that this list adopts a fair, just and unified scoring mechanism, and there is no commercial interference in the list results. Stores, regardless of their size, new or old, are on the list based on their strength, and the rankings are updated daily.
This chapter is not over yet, please click on the next page to continue reading! It is difficult to determine whether the scoring mechanism can be absolutely fair and just.
But what is clear is that Ele.me Word-of-mouth is accelerating the pace of expanding the coverage of the local life service industry, and Xiaojushu is also testing the waters of scenario-based service recommendations, with the idea of stealing Dianping's business.
Don’t you, Meituan, do takeout?
I’ll steal your business from Dianping first!
For many apps that focus on local life, “lists” have become an important digital scene for traffic gathering.
The cooperation between Ele.me Koubei and Xiaojushu is an attempt by both parties to enhance user stickiness and attract business users to join.
Zhang Xuhao accepted Gu Yun's investment to create the "Xiaojushu Internet celebrity restaurant list", a large part of which focused on Xiaojushu's high-quality grass-growing ability.
As of July 2013, the number of Xiaojushu users has exceeded 200 million.
In addition to the huge number of users, what makes other capital jealous the most is the enthusiasm of its users for sharing and its unique way of growing grass.
Someone described it this way: Xiaohongshu is presented in form through content and narrative, allowing products to stand out in a human way and "speak and tell stories."
In the form of narrative, the products are integrated into warm and perceptual life slices, touching people's most primitive emotional instincts, thus improving the efficiency of carrying goods.
"Sometimes I'm very curious about how your brain grows."
Wen Ju casually ordered a Shanghai-style soup dumpling, turned around and hugged Gu Yun, raised his head and met his eyes.
After being with Gu Yun for a long time, you will find that the greatest charm of a man is not his skin, but his smart and profound brain.
/
Please remember the domain name of this book:. Novels of Strange People of the Republic of China
