Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 465: Battle of Suzhou

".We evaluated and analyzed the development model of Ele.me, which currently has the largest market share, and found that they all started from colleges and universities, then developed from campus to society, and from students to social workers to mid- to high-end white-collar workers. This is the context of their user development.

Therefore, our strategy for Baidu Takeout is to advance from the middle and high-end white-collar class and radiate downwards.

Over this period of time, the core concept of Baidu Takeout has been to focus on quality takeout. In order to achieve this goal, high-quality supply is needed, including supply chain, high-quality shops, professional delivery team, food supply and other aspects.

To this end, we even registered 18 logistics patents, and specially invested in the establishment of a selected food company to serve as a central kitchen, and registered multiple catering trademarks including Gongda Night Snacks, 17 Rice, Youjia Afternoon Tea, Dingweiyuan, etc.

The goal is to develop a comprehensive food delivery ecosystem without any shortcomings and form a complete combination. These are what the white-collar groups are currently concerned about. Compared with price, they pay more attention to quality.

After more than three months of development, initial results have been achieved.”

At this time, Gong Zhenbing, the head of Baidu Takeout, was reporting the business progress of this quarter to his boss Li Yanhong.

After listening to this, Li Yanhong nodded and still recognized Baidu Takeout's recent achievements.

"Well, that's good! It is very important to build a complete food delivery ecosystem. This will also lay a solid foundation for future expansion. We at Baidu should either not do it or do it to the best of our ability. Don't be afraid to spend money!
How is the overall coverage of other sub-stations progressing?"

Gong Zhenbing immediately introduced, "At present, except for Beijing and Shanghai, all other first-tier cities, a total of 17, are covered and have initially gained a firm foothold.

The rapid coverage of second-tier cities will become our next focus, among which Dongguan, Qingdao, Wuxi, Suzhou and other cities will become our main focus due to their superior geographical locations. "

"Why separate Beijing and Shanghai?"

"Meituan and Bi'an are headquartered in Beijing, while Ele.me is headquartered in Shanghai. In Beijing, Ele.me and Meituan currently have a 73:91 market share, while in Shanghai, Ele.me has a : market share. Our current market share is not cost-effective, so we want to invest our most effective ammunition in more important regions."

Hearing this, Li Yanhong's face darkened and he took the lead in launching a challenge, "Baidu's headquarters is also in Beijing. I can accept that Baidu Takeout's business may not develop very fast in Beijing in a short period of time, but it cannot be absent.

This will give the outside world the impression that we are timid before the battle, which is more important.”

Gong Zhenbing immediately changed his tone, "No problem, I will make arrangements when I get back, and these two places will be the focus of development."

"Well, continue."

"The subsidy policy we tried in first-tier cities did not produce the expected results. After analysis, we found that Ele.me's processes and welfare benefits were more mature and complete than ours, so our subsidy strategy could only be on par with theirs.

So I suggest that the subsidies be suspended first!
Once the second-tier cities have captured a certain market share, we will provide support and help each other. Then our ecological supply chain will also catch up, and we will work together to provide subsidies. This will also be beneficial for us to compete with Ele.me for the first-tier market."

At this time, Li Xinyi, the CFO, said calmly, "I disagree. I remember that Baidu Waimai was spun off from Nuomi and raised 2.5 million US dollars. The next round of financing has already begun. In theory, you have unlimited ammunition in your hands. We at Baidu are not short of money and can continue to burn it until the ecosystem matures."

Li Yanhong thought for a moment and said, "Yes, the subsidies cannot be stopped. We were not in an advantageous position to begin with. Once the subsidies are stopped, the market will naturally be handed over to others, and all our previous efforts will be in vain."

“I see. We plan to have Baidu Takeout cover 50 cities by the end of the year. Once the replication model matures, we plan to have it cover 200 cities next year.

Our next step is to open the site first, occupy the territory, and then replicate it based on our increasingly complete ecological chain.”

"OK, let's follow your plan. What's the latest progress of the other two companies?"

"Ele.me has a 70% market share in first-tier cities and a 50% market share overall. Thanks to the graduation of Ivy League College two days ago, there are many new recruits. According to the information we have received, part of the marketing and technology has been allocated to Ele.me. This force should not be underestimated and there may be some variables."

When Li Yanhong heard the words "Qingteng College", a gloomy haze appeared on his face. The reason was that some time ago, nearly a thousand people collectively asked for leave, and finally more than 200 people resigned in a short period of time. Moreover, these people were the core backbones of Baidu, and their destinations were self-evident.
You should know that this is the result of Baidu temporarily raising the salaries of its key employees one month in advance. If there had been no increase, the consequences would have been disastrous.

In the first half of the year, there were only a dozen people poached from Qingteng College and Bian'an.

All in all, there is a serious talent deficit.

People often say that Baidu is the Whampoa Military Academy of the Internet. Now he has finally realized that his company is the Whampoa of the Whampoa, which specializes in providing talent seeds for Ivy League schools.
However, it is gratifying that not only their company was hit, but all other manufacturers probably won’t be able to laugh during this period.

Gong Zhenbing heard the boss sigh for some reason, so he deliberately listened for a while, and when he saw that the other party did not respond, he continued,
"It stands to reason that from top to bottom, there may be some overlap with our territories in first- and second-tier cities.

Meituan Takeout's development is contrary to the nature of the target to improve the free takeout model of third-tier cities. Due to the lack of competitive pressure, after nearly half a year of development, according to the Meituan Takeout APP, it has developed nearly 100 cities. The next step will be to advance into second-tier cities from bottom to top.

It is foreseeable that there will be a battle between the three of us between the new first-tier and second-tier cities!"

Li Yanhong hummed, "I don't blame you for not being able to take over the first-tier cities. After all, the other party developed first and has the advantage of time and place. Behind Ele.me stands Bi'an. Chen Mo is not an easy person to deal with.

But in the next battle, everyone starts from the same starting line, I will see the result at the end of the year! "

"Yes!"

A few hours later, under Gong Zhenbing's order, Baidu Waimai began to split up and head to the new battlefield.
On a certain floor of a shopping mall, more than a dozen people gathered together. They were not sitting down to work or in a meeting, but listening to a man giving an impassioned and passionate speech in front of them.

The man's name is Hao Guang, which means "Guang" in Chinese.

He is the pioneer general sent by Meituan Waimai to the Suzhou branch for field promotion. He is also a loyal disciple of Meituan COO Gan Jiawei and a die-hard fan of Alibaba's Iron Army!

".I think everyone is clear about the general situation I just described. Do you know why we came to Suzhou?"

Everyone was thoughtful.
"Remember where the Boss came from?"

"Ali Iron Army!"

"Most of you joined later. Yesterday I talked about the development history of the Ali Iron Army. Today I will focus on sharing some of the glorious deeds of our predecessors.
In an era when the average monthly income was 800 yuan per person and 99% of Chinese people did not know what the Internet was, the predecessor of Alibaba Iron Army, the China Supplier Team, created a sales myth of 50 billion yuan and accomplished a seemingly impossible task.

Our predecessors have the spiritual qualities of enduring hardships, perseverance and courage.

Wearing cheap T-shirts and riding tractors to visit customers one by one, it was common to visit dozens of customers a day;

Being rejected, insulted, and humiliated is common. I also have my backpack stolen, been robbed, and been driven away, but it is still hard to cool my blood.

During an earthquake, he risked his life to run back to the client's office building just to get the official seal and have the client sign the contract;

It is normal to drag a tired body back to the rental house late at night, fill a pot of hot water, half for foot soaking and the other half for instant noodles;
It was in this environment that our 'Fengshen' was born."

When the man said this, his eyes showed admiration and fanaticism, as if the deity he mentioned was really a god-like figure in his heart.

These words made everyone present breathe harder, and there was a hint of curiosity in their fanatical eyes.
"From early morning till midnight, she visited hundreds of clients a day, rain or shine, and she never stopped even when she was pregnant.

I was still on the way to visit customers until the day before production.

After giving birth, her daughter needed breastfeeding. She would call every client to make an appointment, get straight to the point when meeting, explain Alibaba's products, go home immediately after meeting, and then meet the next client, and repeat the cycle.
It's like this day after day, year after year.

Only by having an extreme desire for success and being willing to pay an extraordinary price can one achieve extraordinary success.

The year before last, Fengshen “reached the top” and ranked first in the country with a record-breaking number of 100 newly signed customers.

Last year, the company's performance increased by 2.5 times from the original level, reaching RMB 1 million per person, ranking first in the country for two consecutive years. In ancient times, that was a feat of one person guarding a city!

The name deified is Feng Xiaohong, please remember this name that inspires us to move forward."

Most of the people present were young people, and their eyes were already red.
"Do you remember the six spirits of our Iron Army?"

Everyone shouted in unison, "Customer first! Teamwork! Embrace change! Integrity! Passion! Entrepreneurship!"

“Our slogan is.”

"Iron will! Iron discipline! Iron execution!" "Okay, although we are in Meituan, don't forget that we have the blood of the Ali Iron Army in us. This time the goal is to open up the SZ market. This is the task assigned to us by General Manager Gan.

Come on, put your hands out and shout after me."

Led by the person in charge Hao Guang, the BDs (business development) of Meituan Suzhou Station stomped their feet and clapped their hands to a specific rhythm, shouting slogans to cheer each other up.

Everyone is crazy
Within two minutes, two policemen came in from outside and asked as soon as they entered the door, "Hey, stop, who is in charge?"

The man quickly stopped and interrupted everyone's spellcasting, walked over, raised his hand and said, "Hey, it's me!"

"Every morning is like an earthquake. Someone reported you for pyramid selling. Confess what happened just now."

"Hey~ No, police officer, please listen to my explanation. We are from Meituan and we have a formal business license."

August 8: Watch more, listen more, do less
I arrived in Suzhou in the morning and settled down near the company. In the afternoon, I arrived at the Ele.me branch, got acquainted with everyone, and took stock of the current branch situation and existing business.

Basically everything needs to be rebuilt from scratch.

Looking at the market analysis report I left for a few people before, it’s pretty satisfactory.

In the evening, I invited 18 colleagues from the Suzhou branch to dinner, which cost 1322 yuan.

Gains: 1. People initially build goodwill;

2. Establish the WeChat group of Ele.me Suzhou branch;
3、初步了解饿了么苏州站的班底每人特点（人员能力性格分析评估报告，另述），1名财务、2名程序员、1名本地运营、剩下14名全是市场销售和推广。

August 8: The first three things a new official does upon taking office!
Adjust according to the minimalist organizational structure.

Establish a technical operation support department (2 technologies and 1 operation): responsible for sub-site iteration and product category updates.

Supply Exploration Department (4 people): Explore and deepen the business on the supply side.

*Business Department (10 people including myself): responsible for the development and operation of urban merchants and chain merchants in the city;

Talk to each person one by one to get a deeper understanding of their background, experience, and characteristics, and make the best use of them!
And set performance appraisal standards and submit them to the headquarters for approval.

Tips: Divide the team into several small teams, disband the original operation staff on the spot, and appoint people assigned by Qingtengyuan and the other side headquarters as team leaders to lead the work.

You can feel that some individuals are not convinced, but it doesn’t matter, their ability can prove everything!
Except for technical operations, everyone, including myself, went out to explore the market, initially identify merchants that met Ele.me's entry standards, make initial contact and conduct preliminary assessments of the feasibility of cooperation.

August 8: Set an example, take the lead and establish your authority!

Going to the market. Summarizing the results before leaving get off work, I was naturally the first with 93 merchants that day. Those team leaders were not locals but were much better than other operators.

The attitudes of local colleagues began to change!
August 8: Going it alone is not a long-term solution, team efficiency comes first.

Modify the previous plan so that each person will share market tips and experiences in the first hour after work.

Although we spent one less hour in the market that day, the overall efficiency of the team improved significantly, increasing from 989 companies yesterday to 1211 companies. At this rate, it is expected to be completed in three days.

August 8: Find problems and solve them.

Continue to run the market. According to the current market survey results and subsequent development plans, it is assessed that the sub-station is understaffed and needs to increase recruitment efforts, and a promotion budget is needed. The budget application has been written and submitted to the work order.

August 8: Build a combat-ready team.

I have nothing to do today, so I continue to run. Through mutual communication, encouragement, and motivation, I can clearly feel that everyone is gradually becoming familiar with each other and has a tacit understanding, and even has a certain degree of cooperation.
September 9st: With joint efforts, success will be achieved!

The headquarters sent a human resources specialist to be responsible for the relevant recruitment work, and the budget has been received, which shows that the headquarters attaches great importance to it.

The preliminary screening of shops in SZ market has been completed today.

SSR-level shop (try your best) progress (14/387)

SR-level shop (cooperation available) progress (162/1284)

R-level store (pending rectification) progress (0/4362)

Today, after discussion, the team discovered a problem with Ele.me. The number of stores is displayed on the filter, which is not good. It is not conducive to the development of early branches. At the beginning, there are only dozens of stores. Consumers may not use them when they see the small scale.

It is recommended to hide the data, and only provide the wireless pull-down append function when the data is less than a certain threshold (this suggestion has been fed back).
Tomorrow, we will start the second phase according to the established plan, start the official promotion, conduct public relations with merchants, and recruit riders.
At 11 o'clock in the evening, Li Wu closed the diary document and immediately opened a folder named "Summary" on the desktop.

There are only a few documents in it, including "Feasibility Plan for Systematic Construction of Ele.me Sub-sites", "Ground Marketing Methodology: Ele.me Classic Scenario Promotion Templates and Case Analysis", and "Summary of Structural Adjustment of Marketing Theory (Takeaway Field)".
These are Li Wu's experiences based on his actual work, which he sorts out in the evening, combining theory with practice, and he also needs to feed back and correct the documents formed by his own theories.

Of course, these documents are not yet complete.

Li Wu plans to submit these documents to the headquarters once the branch is established and has achieved a certain scale and results, and they are almost complete. Regardless of whether they are useful or not, they may provide some reference and significance for colleagues in subsequent branch construction.

Only when the company develops well can all of them develop better.

Just as he emphasized to his colleagues at this morning meeting,

"Helping customers succeed is the mission of sales staff. The value of our existence at Ele.me is to help these merchants earn more profits. Only when the merchants make money can we get more profits.

Instead of focusing on how much the other party has in their pocket, we just take as much as they have. That is not cooperation, that is cheating!"

In a small rented house, the sound of keyboard tapping could be heard intermittently.
At 11:30 p.m., Li Wu shut down his computer. He usually ran when he was at the market during the day. He even did some exercise when he passed by a park with fitness equipment to ensure his body function.
Due to limited conditions, I did 100 sit-ups and 100 push-ups before going to bed.

At 11:50, Li Wu went to bed on time and checked Ele.me. This was a habit he had developed recently. He would look at this APP from the perspective of a merchant and a consumer to see if there were any new ideas.

From time to time, look at the user's comments under the store.

But when he saw the reviews of a Guilin rice noodle shop, he smiled knowingly.

“Isn’t Ele.me also from the other side? Can the officials see this and launch an event to draw beta codes for Legend of China? Please, the child is not hungry, but starving to death.”

Why are there people posting game reviews on a food delivery app? How popular must this game be?
Li Wu had heard of the game Legend of China. After calculating the time, he thought that today should be the day when the internal testing qualification of this mobile game would be released.

Unfortunately, he was not interested in this at the moment, so Li Wu clicked on the report button and selected "The evaluation content does not match the scenario" as the feedback category.

Our own Ele.me on-duty operation received feedback and accepted it.

When he clicked on his Suzhou station, there were only a few restaurants inside, which looked very simple and pitiful.

Li Wu, lying on the bed, sighed and said, "There is still a long way to go."

I feel like I am just like in a business game that I played before, working hard on the Ele.me Suzhou station.

Apart from the fact that he had not had the opportunity to practice Sanda, everything he had learned in the academy was verified here and was very practical. The sense of fulfillment of learning something useful made him addicted.

Well. I hope that skills like Sanda and laws and regulations will not be used in the future.
How will Suzhou Station develop under your own management?

He is looking forward to it
(End of this chapter)