Brother Ma is not good at giving speeches, and he has not had much communication with Lu Yan since the two companies started cooperating.
During this call, I also felt that continuing to burn money was not a long-term solution. I wanted to ask Lu Yan what he thought.
"I think we can get a random subsidy red envelope, ranging from ten to twenty yuan, so that Ahri can't follow up."
"Subsidy red envelope?" Xiao Ma fell into deep thought after hearing this.
Lu Yan continued: "Sending red envelopes is a good way of social stimulation. Everyone has the need to show off and contact friends. Sometimes there is no appropriate reason to deal with others, so it is good to send a red envelope first!
We can create an easy-to-use red envelope that allows users to share it with friends after taking a taxi, send it directly to friends or share it in their circle of friends."
Speaking of red envelope subsidies, random subsidies, it is said that a product manager of Penguin came up with the idea.
Sharing red envelopes by taking taxis is the brainchild of Cheng Wei, the founder of Didi.
This is something that is very good but difficult to learn at Ali because the products there lack social genes.
This is also the reason why Lu Yan finally chose Penguin and pushed Didi there, otherwise Yi Xing would have watched Didi catch up.
Brother Ma on the other side of the phone said succinctly: "Not bad, is there anything else specific?"
Lu Yan continued: "We can ask domestic first-tier celebrities to send red envelopes to users and use the celebrity effect to promote products, which is equivalent to attracting users from celebrity fans."
Brother Ma laughed: "It's up to you to give out the celebrity red envelope!"
Lu Yan said: "My fans have been almost exhausted, so the effect is probably limited."
"Come one by one!"
Lu Yan added: "Furthermore, we can issue red envelopes to users through corporate sponsorship. Let the company directly send money to Yixing Taxi users. The effect may not be worse than advertising on TV stations!"
After hearing this, Brother Xiao Ma's voice became slightly higher and he said: "This is a really good idea. Corporate naming red envelopes, this is a great way!"
Lu Yan continued: "What's more, you can also shake red envelopes through the TV station. But this matter is far away. The Spring Festival Gala will not come in handy until the New Year's Day Gala half a year later."
Brother Xiao Ma said in surprise: "It's not too late. You have one month to go to the World Track and Field Championships, right? The ratings are so high, we can give out some red envelopes through the TV station!"
For Xiao Ma, taxi-hailing software is actually not that important.
The key is the promotion of WeChat Pay. Because it was launched half a year earlier than in another time and space, he still feels unsure about the promotion.
I have been working in the taxi-hailing software industry with Ali for so long, and have been thinking about promotion issues.
After talking to Lu Yan today, I suddenly became enlightened!
But doubts suddenly arose in my heart.
We have so many product managers, we discuss it for so long, and we think about how to promote it every day, but there is no good way.
I just said this casually, you talked about several promotion methods in succession, and they were the kind that were very reliable upon hearing them!
What's going on? Isn't it your kid who has been thinking about the mobile payment market?
Thinking of this, Brother Ma couldn't hold back and asked: "I've heard people praise you as a genius, but I didn't believe it before. Today I saw it. The product managers you just mentioned, my product managers, are having meetings and discussions.
Yeah, I haven’t figured out one yet!”
Lu Yan laughed after hearing this, "I was also thinking about the promotion of Yixing Taxi Taxi, and it didn't take long for me to think of it. You don't think that I just thought of it, right?"
Brother Ma thought to himself: "That's no longer a monster!"
Although he still had doubts, after all, he heard a good way to promote WeChat payment. How long did it take Lu Yan to figure this out, so he didn't worry about it.
He said directly: "Okay, let me have a meeting here first, and we will contact you later."
Lu Yan said okay.
Brother Ma said again: "Next time you come here, I'll treat you to dinner!"
Lu Yan said again: "Okay!"
After hanging up the phone, Xiao Ma went to a meeting to study the promotion plan without mentioning it.
Lu Yan, on his side, called the vice president in charge of software maintenance and prepared to launch a new product. It was a points reward system for drivers, relying on big data to prevent drivers from picking orders.
From the perspective of the operation of Yixing Taxi, this is a more awesome product design than taxi red envelopes.
The product logic of taxi-hailing software is to allow users to get taxis. Subsidies are designed to encourage users to use cars, and this is what motivates drivers to help users who cannot get taxis get taxis.
At the beginning, Lu Yan didn't take out this thing. He didn't want Kuaidi to give up the subsidy war because Yi Xing was too strong.
In fact, the two companies are desperately burning money to quickly expand the market and play a better role than TV advertising.
Therefore, Kuaidi must leave room for imagination. At least in terms of software, it cannot be too much better than the other party.
Now that the subsidy war is almost over, software upgrades are necessary.
In the past, both Yixing and Kuaidi focused on new users and did not have a good management method for drivers.
Some drivers are very cunning, and do not work in traffic jams at night. They sleep on the roadside when users need a car most. They wait until the off-peak period to work. Anyway, there is no time in Beijing when there is no work. In many big cities where it is difficult to take a taxi,
This situation exists.
In order to mobilize drivers during peak hours, it is necessary to analyze the time periods, road sections, and destinations where it is difficult for users to take taxis based on big data, and directly reward drivers during peak hours for users to commute.
Lu Yan launched a points reward system, which has a very important and interesting aspect, which is to judge the quality of an order.
If three drivers grab a user at the same time, it can be judged that it is a good job. If a driver responds more than 10 seconds after the user calls for a ride, it means that it is not a good job.
If no driver answers after two minutes, and a driver finally answers, points will be awarded to him.
If the amount is increased to a certain level and there is still no one to grab the order, and the user has called three times, just add money to the driver directly.
5 yuan, 8 yuan, 10 yuan all the way up to a maximum of 16 yuan...
This thing can improve the success rate of taxi hailing and improve user experience.
In addition to promotion funds, the success or failure of a product actually depends on every detail in the end.
Just like what Teacher Guo said, in the same cross talk, if you say something and the audience will be happy, but another person comes up and says the same thing, the audience will not be happy.
…
Soon, after the driver points reward system was launched, in the following days, users found that Yi Xing taxis were more useful than before, and it was easier to hail a taxi during peak hours.
But I don't understand the details, I just think that it is more convenient to do it easily than to do it quickly.
Quickly, I noticed an unusual smell.
While I was having a meeting to study, I suddenly heard the news that Yixing Taxi Taxi had changed to a random subsidy.
For an online ride-hailing ride, the subsidy amount ranges from 10 to 20 yuan. I was instantly stunned!
But before they could react, another shocking news came.
Mengniu will create Yixing red envelopes named "Niu Luck Red Envelopes". Yixing taxi users will not only receive red envelopes from Yixing as usual, but also have the opportunity to receive "Ox Luck Red Envelopes" blessings from Mengniu.
People in Kuaidi were dumbfounded when they heard the news. How the hell can you play with subsidies like this?