This is what Su Wang focuses on creating. The image in the minds of users and audiences often determines the success or failure of a product.
The same product, the same price, why users would use this software instead of that software? The reason is that the favorability of this software in users' minds is higher than that of other software.
Where did this favorability come from?
In addition to the user experience, more comes from the external media messages that are exposed to it.
Fanfou.com provides companies with a good opportunity to get in touch with users. On this platform, users can directly talk to the company’s official WeChat account. What Su Wang wants to position Meituan is an image that is close to the people, rather than a lofty one.
The cold corporate image.
"The company decided to set up an Internet Public Opinion Department, with Shen Zidong as the director. The responsibility of this department is to maintain the company's image on the Internet and occupy the content output market."
Network Public Opinion Department!
This is a nice way of saying it by Su Wang. Simply put, it is a navy department.
When many people mention trolls, they think of negative images. It is undeniable that trolls’ method of spending money to post replies does have drawbacks. However, for a company, especially an Internet company, trolls sometimes also
Essential.
To give a simple example, in the past, the release of a movie might rely on the popularity of the starring actors and some media reports to attract users. However, with the development of the mobile Internet era and the prosperity of the self-media industry, many movies
The company's publicity methods have changed.
Assuming that the shooting cost of a movie is 100 million, the cost of publicity and distribution may be as high as 30 million. Among these 30 million, the amount of traditional media investment will not exceed 10 million. More
Most of it is invested in self-media.
Those public accounts that share movies and those big Vs, even if they are just touting, the recognition of these contents by netizens is higher than the press releases issued by some media.
What's the reason?
In his previous life, Su Wang had discussed this with several author friends.
The final conclusion is that people have lost trust in the public authorities.
This public sector covers a wide range. To sum it up in one sentence, it refers to enterprises, groups or organizations. In contrast, the self-media and some big Vs and Internet celebrities give people a sense of intimacy.
Maybe there is a team behind these self-media authors and Internet celebrities, but most people selectively ignore it because they have lost trust in the "public" and they feel that these self-media authors and Internet celebrities are separate from themselves.
One-to-one communication mode, and feel that they are more authoritative.
There are many reasons for the formation of this trend. The credibility of domestic experts and professors has disappeared. The individual-based self-media authors and Internet celebrities have made the public feel that everyone belongs to the same camp.
Authoritative, one-on-one, this is the future development trend of publicity in various industries. Sometimes many netizens buy the same thing, or download a software, maybe because of a certain comment or an article by a so-called professional.
…
This meeting lasted for more than two hours, and the company's response plan was finally determined.
And while Su Wang and his team were discussing how to kill Dianping and Koubei.com, Dianping was also holding a meeting at the moment.
"Speed up the review. Our goal is to win over all merchants in Beijing within three months, and also put in a lot of advertising and subsidies. You don't need to worry about the company's funds. Tencent has already negotiated and will invest 200 million
of U.S. dollars.”
"At the same time, we will control the merchant review system and allocate resources to new merchants. We must keep them on our platform."
Zhang Tao looked at his subordinates and his expression became serious, "Everyone, we have underestimated Meituan.com. I believe you have seen the ambition of Meituan.com through Su Wang's interview. Now is a critical moment.
After the battle, we have many years of business experience than Meituan.com, and the victory in this battle will definitely belong to us."
…
Word of mouth headquarters!
"According to analysis, the company will not enter the group purchasing model. Our goal is to maintain the user relationship between merchants and customers. Based on this, the company will spend a lot of money to develop service provider systems to help merchants acquire new customers and
Maintain old customers.”
Fan Chi pointed to the large computer screen behind him, which contained dense data analysis. He and his team conducted a careful analysis of this data, and finally decided not to participate in the upcoming group buying war.
The reason is very simple. In Fan Chi’s view, many users who receive group buying coupons originally want to go to this merchant to become regular consumers. This causes merchants and platforms to waste a lot of group buying funds to subsidize some loyal users, while merchants online
If you pay rent, you can actually acquire a certain number of new users, and these rents are equivalent to traffic fees.
"So, what we have to do is to provide operational services to some merchants who are not good at operations. This service is not provided by our company proactively, but through an intermediary service platform. I call this platform Word of Mouth, which gathers some people who are good at operating Internet marketing.
and individuals or institutions that provide membership special services, allowing merchants to decide whether to market through these institutions.”
"Everyone, this is the biggest battle for our word-of-mouth network. It will also be a last-ditch battle. Success or failure depends entirely on everyone's efforts."
Fan Chi clenched his hands. In fact, after Koubei.com was acquired by Yahoo and finally Alibaba, after its initial glory, it has begun to decline. There is even news within the group that if Koubei.com fails
Get up and probably get turned off.
The contest between the three parties officially started after this meeting.
…
“Shocking news, Meituan will issue an unconditional refund and invest tens of millions of guarantee funds!”
“Dianping teamed up with merchants to launch a group buying event in ten cities, where you can enjoy a seafood feast with as little as 1 yuan.”
"Koubei.com has once again made efforts to launch the Koubeike platform to solve marketing difficulties for merchants."
Advertisements and event posters of these three companies can be seen everywhere in first-tier cities, major subways, buses, and malls and other places where people gather, leaving the public a little confused.
Suddenly, like a spring breeze coming overnight, thousands of pear trees bloom!
This poem could not be more apt to describe the advertisements of these three companies. After many users were attracted by the advertisements, they registered and logged into the website to find that it was actually what the advertisement said.
On Fanfou.com, some users posted that they spent one yuan to order a seafood dinner on Dianping. Some Meituan users also found that after entering the homepage of the website, a page popped up, which was to download the Meituan mobile app software.
.
Download and get your first order free!
After downloading, users who meet the conditions can get their first order for free, and even if there is no free one, there will be many red envelopes and discount coupons. The most important thing is that if the user posts a screenshot after eating, after downloading the Meituan app, there is a summons inside.
For the friend function, click the button and an invitation code will appear. As long as the friend downloads the Meituan app and fills in the invitation code when registering, the friend will also get a random amount of discount coupons on top of the original discount, and I will get
A cash red envelope.
This red envelope can be withdrawn through the micropayment bound to Meituan.
Pull people's heads and earn cash red envelopes!
Very crude promotion plan!
“Does Meituan have too much money and nowhere to burn it?”
When Zhang Tao from Dianping and Fan Chi from Word of Mouth learned about Meituan's promotion plan, both of them had shocked looks on their faces.
Although their discounts are huge, many discounts have some tricks. For example, you can enjoy a seafood dinner for 1 yuan. First of all, the quantity is limited, and secondly, you must meet certain conditions. For example, if you spend almost 500 yuan on the website,
Only Yuan has the qualification to compete.
To put it bluntly, although you will lose money, you will definitely not lose much.
But Meituan’s current model is all about throwing money away. If you invite users, you can get cash red envelopes. How much does it cost to spend.
"If you let him burn it, I don't believe he has endless money to burn."
This is the common thought of Zhang Tao and Fan Chi. They believe that Meituan will definitely not be able to survive and will eventually change the rules. It is even possible that the so-called cash red envelopes are just a cover, and in the end users will not get the money at all.
When this happens, they will find someone to write some articles to discredit Meituan, and Meituan’s reputation will be completely ruined.
However, what Zhang Tao and Fan Chi didn't know was that the reason why Su Wang dared to burn so much money was not just to promote the Meituan app, but more importantly, for micropayments.
This cash red envelope can only be used by those who have activated micropayment. So those who want the red envelope need to register a micropayment account. After registering, if they want to withdraw cash, they must bind their bank card.
Will most people withdraw a few yuan or dozens of yuan from Alipay?
The answer is naturally no.
Since cash cannot be withdrawn, there is a high probability that users who are not confident about micropayments will spend it, whether it is spent on Meituan or not, even if it is used to top up Q coins or phone bills, etc.
All will promote the usage of micropayments.
Once the usage rate of micropayments increases, those merchants will also become very active in integrating micropayments. This is a virtuous cycle.
In comparison, this little cash red envelope was nothing in Su Wang's opinion.
The goal Su Wang set for the company's employees is to burn through all the billions of cash and users within three months.
Now that there is no Thousand Regiment War, the Three Kingdoms War is about real money. Whoever has more money will win.
Micro-payment Qin Jiong fully agrees with Su Wang's plan. The current micro-payment actually relies more on Kaixin.com, Fanfou.com and Meituan. Among them, Meituan users have the highest usage rate.