Chapter 64 Yellow robe and body, accompanied by delicious food
On the first day of the first lunar month, as soon as the seventh day of the lunar month passed, Lu Yan set off south. He first went to Jinling to have a good talk with Zhou Xiaoqing, and talked about how to vigorously develop takeout.
The latter has been in charge of the daily affairs of Meituan for many years, and he also knows Lu Yan’s thoughts. He has no objections. Instead, he raised some real and objective questions, and the two of them worked together to check for deficiencies.
Later, they called in Gan Jiawei, who was in charge of the "local push army", and the three of them gathered together for a small meeting.
After studying all the details and possible problems, we held a senior management meeting and announced the focus on developing the takeout business this year.
Every executive present was surprised.
Although Meituan has had a food delivery division for a long time, it is like a grandma who doesn't care for an uncle who doesn't love it. Compared with the group buying business that is in full swing and developing vigorously, it is simply a world of difference.
Now that the "group buying" business is about to dominate the country, what's going on with the sudden development of takeout?
At the meeting, Lu Yan didn't say much.
Instead, Song Jing, who was transferred to the position of president of the food delivery division, gave a lecture.
Afterwards, we allocated manpower and resources to prepare for rapid expansion.
In terms of funds, the head office allocated 200 million to the food delivery division to fund development and subsidize activities.
But it's just an upfront fee. When other companies later enter the takeout market and start a subsidy war, this little money won't be enough to do anything.
I have to say that the way to play in the Internet business arena is to fight for funds first and services first, but the main thing is to fight for funds!
Without funds and subsidies, no matter how good your service is, users will leave you.
It's very simple. When taking a taxi, Yi Xing pays 10 yuan per order, and Kuaidi pays 11 yuan. Users may not necessarily use Kuaidi.
But if a small taxi company doesn't reimburse you for anything, users won't even consider it.
Only when the financial subsidies between the two companies are similar, users will consider the difference in services.
Spending the same money, of course whose service is easier to use!
Fortunately, Meituan has paid close attention to service in the past two years. This style will naturally be brought to the food delivery business department that is ready to take off.
As for the advertising, it was still Lu Yan himself who put on a customized yellow jacket and rode his beloved motorcycle.
The poster says, wear a yellow robe and go with delicious food. When ordering takeout, choose Meituan!
After finishing it, I felt it was too monotonous, so I thought about hiring a celebrity to shoot the commercial.
The previous image spokesperson of Meituan was Yang Mi. The contract was signed for five years and would have expired long ago.
Because Lu Yan has been a guest spokesperson for a long time, he did not invite new stars or renew his contract with Yang Mi.
They were thinking about shooting a new commercial for the food delivery department. Zhou Xiaoqing and others suggested that Lu Yan hire another popular actress.
Several pieces of information were sent to him. Lu Yan picked through them and finally chose Zhao Liying.
Although this person has not yet participated in dramas such as "Flower Thousand Bones" and "Shan Shan Is Here", he is already very popular.
And her agent, when she received the invitation to shoot an advertisement for Meituan Takeaway, she really jumped up and rushed to Zhao Lizhao in a few steps.
"Ying Bao, Lu Yan, invited you to shoot an advertisement together. He wants to shoot an advertisement with you!"
"Ah, what kind of advertisement!"
“Meituan takeaway!”
"Oh, that's a good thing, but you don't have to be so excited!"
"He is the second richest man in the country. Maybe he is actually the richest man now. What a rare opportunity! If he makes a donation, it will be worth tens of millions or hundreds of millions.
If I could just wave my hand and cast a movie for you...!"
When the agent said this, his eyes lit up.
Zhao Lizhao smiled and said, "It's not that easy!"
However, she is still looking forward to filming a commercial with Lu Yan.
One day at the end of February, Zhao Lizhen came to Shenghai with her manager.
I have already seen the advertising script. There are two TV commercials, divided into "summer version" and "heavy rain version".
In the "Heavy Rain Edition", in the extreme rainstorm weather, Zhao Lizhen wanted to buy food for the handsome guy next door who was sick, but was blocked in the house by the heavy rain. So she used Meituan Takeout and "star rider" Lu Yan delivered the goods to the user in time
, make sure it’s hot enough.
In the "Summer Edition", the female colleagues came back from eating out at noon, looking as if they were coming back from Africa.
The female staff member played by Zhao Lifeng is smooth and fair, which makes people mistakenly think that this is an advertisement for a whitening product.
Later, the female colleague asked, why are you so fair, and then Zhao Lifeng said, because I have a sunscreen product, Meituan Takeaway.
When ordering food, the delivery boy played by Lu Yan will deliver it within thirty minutes.
In the shooting location chosen by the advertising company, Lu Yan was watching the commercial film shot on site.
I always felt something was wrong, so I looked at Zhao Lizhen and the female extras who had darkened their skin beside me.
He said to the director of the advertising company, "Give it to me and paint it with their skin color, um, a little darker than theirs!"
"ah?"
The people in the advertising agency were stunned. In fact, the director had also thought about this issue at the beginning.
But considering Lu Yan's net worth, status and popularity, he didn't dare to mention it at all, just thinking about not making mistakes and not making Lu Yan unhappy.
I heard that those rich people are very arrogant, who knows what their temper is!
But the request was made by Lu Yan, so I’ll satisfy it!
So, the makeup artist came forward and helped Lu Yan clean up. After a while, the skin color on his face was very dark, and when he smiled, he showed his white teeth.
Then, shoot again.
Regarding the acting skills of Lu Yan and Zhao Lizhao, this kind of commercial short film can really be completed in minutes.
People from the advertising company were editing on the spot, and it didn't take long to create a complete commercial.
But on a hot summer day, a group of female employees walked into the building, as tanned as if they had returned from Africa. After taking off their glasses, you could still see the sunburn marks.
Then a burst of light flashed by, and the bright and clean Zhao Liying came over.
Everyone was shocked, why are you so white?
Later, Yingbao explained that he used a "magic sunscreen".
Then Lu Yan, who had a rivalry with Deng Chao in Africa in "The Breakup Master", appeared with takeaways.
He has a black face and white teeth, but he is actually quite happy.
After the commercial was shot, it was put on TV and the Internet, and the effect was quite good.
Netizens praised Lu Yan's practice of blackening his face. They thought it was low-key and down-to-earth. Even though it was a short advertisement, it was also logical.
At this time, the deeds of those unprofessional celebrities had not yet been widely circulated.
But it still couldn't stop netizens from praising Lu Yan for his professionalism.
Although, he is endorsing his own brand.
Although, it's just a small commercial.
But he doesn’t have the airs of a rich man, and it’s worth learning from celebrities!
The result of the advertisement's popularity is that Meituan's takeaways are widely known and order volume has soared.
The Ele.me team, which started in Shenghai, is somewhat restless.
In the past two years, because it received venture capital from the "Samadhi Zhenhuo" investment company, Ele.me had funds for expansion, and now occupies a lot of markets in Shenghai and East China.
But compared with big companies like Meituan, its power is too small.