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

Chapter 605: Fighting a war is like treating others to a meal!

This sudden crisis has plunged Meituan Waimai into an unprecedented whirlpool of public opinion.

Countless consumers left angry negative reviews on the platform, and rights protection organizations sprang up like mushrooms after a rain, demanding that Meituan give reasonable compensation.

To make matters worse, some local authorities even received reports and began investigations.

Just when Meituan was in a state of panic, Ele.me seized the opportunity to publicize its long-standing strict merchant access mechanism and quality control system, forming a sharp contrast with Meituan's predicament.

On social media, various negative discussions about Meituan continue to ferment.
“Being a rider for a certain group is like racing against death, competing with traffic police and making friends with red lights. Every time I deliver food, I feel like I don’t know which will come first, tomorrow or an accident.”

"The temper of a baby, the psychology of a child, the age of an adult, the health of an old man, plus the work of a grandson, this one person has five generations living under one roof. This is the real situation of a certain group of riders."

The comparison of the business philosophy of the two platforms has sparked heated discussions: "While some groups use algorithms to squeeze the last minute delivery efficiency of riders, Ele.me is using big data to monitor whether riders are speeding.

As Chen Mo said: "Technology should not be used as a weapon to exploit people!" For this reason alone, I support Ele.me!

Another consumer said: "Now I am afraid when I think of the rice noodles I ordered from a certain group. At least on the Ele.me merchant details page, I can see the qualification certificate and real-time updated kitchen images, which makes people feel at ease when eating."

"That group deserves death, and Ele.me deserves glory."

Just when Meituan was busy dealing with the overwhelming rectification investigations and negative public opinion.

On November 11, Ele.me launched its ultimate killer move - the "Fighting a War Is Like Treating Everyone to a Dinner" campaign, claiming that "15 yuan will be enough to treat you to takeout", that is, every certified user can enjoy takeout within 0.1 yuan per day, and only needs to pay 30 yuan.

As soon as the event was launched, not only consumers and the media went crazy, but also competitors.

They have seen money-burning wars and even participated in them personally, but who has ever seen someone grabbing the market directly and completely for free?

This almost crazy subsidy strategy is like a nuclear bomb that directly blew through the entire Internet, and even caused a slight shock to the Chinese business community.

"It's not 9 yuan, it's not free delivery - Ele.me is just free! Price war is like treating everyone to a meal"

"The conspiracy behind the 30 cents for 1 yuan takeout: Ele.me uses "bankruptcy-style subsidies" to clean up the market"

"1 cent to reconstruct the economics of food delivery! The trillion-dollar ambition behind Ele.me's "unlimited subsidies""

"Ele.me has been upgraded to 'Ele.me'. Should Meituan follow or not? It will eventually have to choose between the two."

"Win in China 2014: The winner of the Internet event has been decided, no more suspense!"

This marketing feast even produced unexpected cross-border effects.

Ele.me's "crazy ordering" style unexpectedly resonated wonderfully with the currently popular "A Man's Martial Arts", awakening the public's enthusiasm for a second viewing of the currently popular "Wulin", driving the film's box office to rise against the trend.

The single-day box office even surpassed Nolan's new film "Interstellar", and once again counterattacked to top the daily championship, which puzzled many film critics.

As of that day, the cumulative box office of "A Man's Martial Arts" has reached 3.8 million yuan, and the industry predicts that its final box office is expected to exceed 5 million yuan.

Ele.me's killer move had an immediate effect, and the aftermath alone briefly changed the Chinese film market, which shows its terrifying influence.

The situation of takeout afterwards can be said to be clearer than ever before.

With two consecutive heavy blows, Ele.me directly knocked Meituan’s food delivery business to the ground, and its market share exceeded 70% in one fell swoop, even crossing the 80% threshold and reaching 82%.

Meituan’s market share was cut in half!

Merchants who had originally signed contracts with Meituan have defected.

This is also the reason why Xiao Ma Ge has no time to take care of the mess of League of Legends. It’s not that he doesn’t want to care, but he simply can’t get away.

At this moment, he is urgently discussing countermeasures with Lao Ma and Wang Xing at Lakeside University in Hangzhou.

Wang Xing stared at the data on the screen. Meituan was built by burning money during the Hundred Regiments Campaign. It can be said that it is one of the few companies in China that has survived this kind of struggle experience.

However, Ele.me's strategy of fighting to the death, regardless of cost, had completely exceeded his understanding of commercial competition.
There was a mixture of shock and confusion in his eyes. "No, what does this bastard Zhang Xuhao want?"

"Zhang Xuhao?" Ma Huateng chuckled and shook his head, picked up the teacup and took a sip, "A kid who just graduated a few years ago doesn't have the ability, courage, or capability, and the black dog is behind it.

Chen Mo has always been like this. When he is pushed into a corner, he will do something desperate. He is like, "I don't care whether I live or die, I will kill you first."

Wang Xing didn't understand, but was shocked. "If it weren't for Mr. Ma, how could Chen Mo, as the founder of a group, be so willful?"

Brother Ma chuckled, "This guy is a peasant from a poor family, and he has been so willful since the establishment of the Other Shore. For example, last year's 10 billion bonus and the policy of throwing money around, who has ever seen such a thing before?
Tencent had only overissued a few hundred million at most before.

After dealing with the other side for many years, I should be the one who knows each other best among the three of us.

We have come up with an incredible conclusion through reverse deduction about the other side’s tactics. The other side generally has the following tactics in the price war in the market.”

Xiao Ma Ge operated the computer in front of him, projected the screen and explained,

“Pricing for science and engineering: Finance Department, give me the cost of all employees’ food, drink, defecation, housing, water and electricity, material purchases, tax payment and publicity, and add 5 points, which is the final selling price;

Comparative pricing: Marketing department, please give me a list of the prices of similar products from our competitors on the market, pick the lowest one, and lower our price by 5 percentage points. That’s the final price.

Xia Jiba’s pricing: Administration Department, give me a few pieces of paper with prices on them, fold them and distribute them to the buckets. Whichever one you draw, that’s the price.

Retaliatory pricing: My friend, you can be unhappy with me being the boss, but you can’t follow me. If you want to get ahead of me, then sorry, I’m unhappy, and then no one will be happy, so just open the warehouse and release the grain.”

Even the knowledgeable Lao Ma was puzzled after hearing this, "How can it be so trifling?"

"It's just a joke! Although it seems outrageous, how can a company with a scale of hundreds of billions act so recklessly, but the other side is Chen Mo's one-man show.

Unfortunately, this is really the case. Now everyone understands how Ele.me’s 0.1 yuan event came about.

It's the retaliatory pricing mentioned above, a reckless style of play. When you get mad, you punch yourself in the face twice. While increasing your own deterrent power, it stimulates the secretion of adrenaline, just like giving yourself a berserker buff in the game.

In this state, the fists are weak against the strong, and what's more, he is afraid that this guy is not only strong but also stubborn. Even if he sees a stray dog ​​on the side of the road, he will kick it if he doesn't like it. "

Wang Xing nodded in agreement after hearing Pony Ma's analysis. After such a simple and in-depth analysis, he understood it.

The newly crowned richest man, Lao Ma, was licking his teeth when he heard this. "It is obvious that Ele.me only cares about scale and market share now, and doesn't care about technology, brand, and profit. It is obvious that Chen Mo is willing to sacrifice his life and go all the way. If you are not afraid of death, come and join us."

This is an open conspiracy by the other party, but open conspiracies have always been the hardest to break. If we continue to follow them, we will go to hell with them.

If you don’t follow suit, you will just watch as the food delivery market is gradually eaten away by Ele.me.

It’s not easy.”

"If it's difficult, then find a data analyst to calculate how long you can stay with us, and where you can use the funds if you don't stay with us."

After listening to Xiao Ma's advice, Lao Ma nodded and said, "This is the only way."

The next morning, Wang Xing gave a report with dark circles under his eyes. It was obvious that he had worked all night to calculate: "According to our calculations, based on Ele.me's daily cash burn rate of tens of millions, combined with Ele.me's previous financing, it can at least last until the end of the year, and this does not take into account the support from the other side.

If we choose to follow, our New Meituan, currently with a much smaller market size than the other party, can theoretically follow it with the current financial reserves.

If you don't follow, I suggest you use this money in the group buying market, give them a taste of their own medicine, and drive them out of the group buying business.
Two bosses, shall we follow or not?"

"Not with!"

"with!"

The two Ma bosses said almost the same thing, but made different choices.

After the two ponies finished speaking, they looked at each other with frowns, and the old horse made a gesture of invitation.

Xiao Ma pushed up his glasses and said, "This is a typical prisoner's dilemma. If you follow, you will fall into the other party's rhythm and be dragged into the vortex. The best result is that both sides will suffer.

If they don't follow, this considerable amount of money can be left behind. It would be better to concentrate their firepower on defending the basic group buying base, which would be more useful in the group buying market where Meituan still has an advantage.

We can accept losing the takeaway market, but if we fail to win and the other party uses the same tactics to counterattack the group purchase market, how should we respond then?”

Hearing this, Lao Ma remained noncommittal, "When I say follow, I mean to fight to the death. It's either you or I. If we want to follow, we must fight to the end with all our might.

Now that Alibaba has gone public, I don’t know how to spend so much money.
So do you know why you can't beat Chen Mo? It's because you always want to leave yourself a way out.

Today we take over five cities, tomorrow we take over ten cities, and then we have to sleep peacefully for the night. If takeout doesn’t work, we can do group buying. If group buying doesn’t work, there are other businesses. In the long run, where can we go?”

It was rare for Xiao Ma to stick to his own opinion, and his emotions even fluctuated a bit, "You are like a moth flying into a flame, even if Meituan is also free, it just means both sides are back to the same starting line.

The food delivery merchants are facing a large number of complaints and rectifications, the number of riders and their treatment are obviously worse than those of the other party, and they have lost their reputation and people's hearts. The other party is treating them to free meals, which is obviously a dead end.

What you are doing is like a moth flying into a flame, seeking your own death!"

"Who said I'm going to do food delivery with Meituan? You can tell, am I blind?"

"and you."

The corners of Lao Ma's mouth curved slightly, "I follow Meituan, it's group buying!"

Is there any difference between what I said? Xiao Ma's eyes twitched slightly after hearing this. This old fox.
(End of this chapter)