Chapter 1489 Core Strategy
·
Ku Mao
"First, the takeout business is a combination of mouse and cement. If you want to win nationwide, you have to establish branches in various cities across the country, which poses huge challenges to management and cost."
With that said, Chen Mo opened a ppt, pointed at a map of Daxia displayed on the ppt and said:
"We have classified more than 350 prefecture-level cities and above in Daxia into sabcd five levels."
"S-level cities are super cities such as Imperial Capital and Magic City. AB-level cities are the capitals of various provinces and sub-provincial cities with relatively developed economies. C and D are third-, fourth- and fifth-tier cities."
"My strategy is to focus on AB-level cities to take first place. If S-level cities can hold on to their current share, just keep No. 2, and then CD-level cities will intervene later."
"The basis for decision-making is to have a high market share and to maximize input and output with effective resources."
"Competition in S-level cities is too fierce, and military strategists must fight for the battleground, resulting in low input and output. Moreover, we have already won at least 4% of the market share in S-level cities. If we want to have even a little bit of growth, it will be very difficult." It’s difficult, but it’s much easier to keep existing users from losing.”
"CD-level cities are relatively poor cities. Smartphones have not yet become popular, and the number of orders is very small. Investing resources in building CD-level cities now is a waste of effort. We can definitely be friends with time."
"The top players in AB-level cities don't pay enough attention. According to the information I got, Are You Hungry's focus is on S-level cities? Almost all the money goes to S-level cities. On the contrary, AB-level cities are very powerful. Small. Use Tian Ji’s horse racing ideas to maximize the input-output ratio, and patiently win the AB city with the largest number of users in the long term. We will definitely become the number one in the country in terms of share!”
Chen Mo's words immediately made Wang Xing and other executives suddenly enlightened, and they found the key point to break the deadlock!
"Second, we mainly target the white-collar group and secondarily the student group."
“Students have little money and the possibility of ordering takeout every day is very small, and college students will soon become white-collar workers.
Therefore, I can say with certainty that those who win white-collar jobs win the world! "
"The white-collar market is very different from the campus market, and has higher requirements for timeliness, quality, and distribution efficiency."
At this point, Chen Mo pointed at Wang Xing: "Xiao Wang, you have been working in this field for many years. Please tell me about your understanding of the white-collar market."
Wang Xing is worthy of being the founder of Fantuan.com. He stood up and started talking: "According to my experience, white-collar workers have very high requirements on timeliness. Most white-collar workers only have one and a half hours of lunch break. Being late will lead to a poor user experience. In the campus market, students have relatively more time, so it’s okay to be late for a while.”
"White-collar workers have high requirements for quality. White-collar workers have stronger spending power and pay more attention to service quality and delivery speed than price. Quality merchants can attract users, and users can attract more merchants, thus forming a positive cycle."
"White-collar workers have high requirements for distribution efficiency. Unlike the campus market, which only needs to be delivered to the school uniformly during meal times, the order distribution in the white-collar market is scattered and requires a strict scheduling system with a certain order density to improve distribution efficiency."
Chen Mo nodded with satisfaction: "Okay, based on our deep understanding of the white-collar group, what core strategy should we adopt to defeat Are You Hungry?"
Wang Xing pondered for a moment and responded: "I personally have two strategies."
“First, in view of the characteristics of the white-collar market, we must focus on building a distribution system and distribution team!
Although Hungry Now offers a lot of money, they choose to outsource delivery.
Outsourcing is a very uncontrollable thing. We must establish our own controllable and good-experience delivery system. "
"The core of takeout is delivery. Although delivery costs money, it will become a barrier for enterprises!"
“Second, subsidize high-quality supply.
I believe that the food delivery industry is where high-quality merchants win users. "
“Although Hungry? also supplies merchants, it is an undifferentiated supply with no specificity. More of its money is spent on subsidizing consumers and attracting a large number of non-essential customers such as students.
This is a very dangerous thing, and will definitely form a vicious cycle of "subsidies hurt performance - subsidies stop performance." "
clap clap clap!
Chen Mo took the lead in applauding.
He is worthy of being the boss who shouldered the pressure and won the Thousands of Food Delivery Group War in his previous life!
Even if the mobile Internet era in this life has arrived early, it can still hit the nail on the head!
"What you said is very good. At the scheduling level, Are You Hungry still uses manual dispatching of orders? The old method of riders grabbing orders is completely incompatible with the mobile Internet era."
“Before the rice ball delivery app was launched, I commissioned Hongmeng Labs to develop the superintelligence system!
This system can greatly optimize the connection efficiency between users and merchants! "
"I can guarantee that this system is the best o2o short-distance algorithm system in the world. Once it goes online, it can be automatically mobilized, making the delivery efficiency much higher than that of Hungry!"
"In addition, the five-province business alliance used despicable means to win over many merchants in S-level cities, but their hands have not yet reached as deep as AB-level cities!
I have also thought about whether to be a user first or a merchant first.Later, I discovered a rule, that is, the more merchants, the more orders placed, and the higher the sales!
So I decided to use subsidies to win over non-subsidised users with high-quality supplies, and the strategy tended to be exclusive cooperation.
In this case, if users want high-quality merchants, they can only come to us. "
Chen Mo changed a ppt, which immediately listed hundreds of high-quality brand stores.
"I have already asked people to discuss cooperation with these big catering brands before. The current in-depth cooperation between them and Fantuan.com is far greater than that of Are You Hungry!"
"Moreover, our own Michelin-starred Ice City and Burger King are all exclusive. If you want to order Michelin-starred Ice City or Burger King, you must come to Rice Ball for takeout!"
Wang Xing was stunned and said in astonishment: "Chen...Mr. Chen...are these...all the work you have already done?
Have you already predicted that there will be a food delivery war? "
Whether it is the "Super Brain System" or in-depth or even exclusive cooperation with big brand catering, the research and development and negotiation time required will definitely exceed a month!
In other words, before the rice ball delivery app was launched, and when the prospects of the food delivery business were still unclear, Chen Mo had predicted that there would be a food delivery war and took defensive actions in advance! ! !
Before, Wang Xing was smug and proud that he could quickly come up with two core strategies to deal with hungry people.
As a result, before Chen Mo launched the rice ball delivery, he not only thought of the strategy he had thought of after thinking hard, but he even came up with defensive measures in advance! ! !
Is there any way to predict this? !
Wang Xing's forehead was covered in sweat.
Murong Jun's mouth twitched wildly and he kept swallowing saliva.
All the executives of Fantuan.com just want to kneel down and worship Chen Mo!
Morgana Corleone, who was on the side, was also excited and stared at Chen Mo with starry eyes.
He is worthy of being the chosen son of God!
In Morgana's view, the food delivery war is about burning money. Whoever spends the right money wins. It's as simple as that.
But after listening to Chen Mo's explanation, she realized that things were not as simple as she thought!
"It seems that the plan to learn from the experience must be accelerated..."
With that said, Chen Mo opened a ppt, pointed at a map of Daxia displayed on the ppt and said:
"We have classified more than 350 prefecture-level cities and above in Daxia into sabcd five levels."
"S-level cities are super cities such as Imperial Capital and Magic City. AB-level cities are the capitals of various provinces and sub-provincial cities with relatively developed economies. C and D are third-, fourth- and fifth-tier cities."
"My strategy is to focus on AB-level cities to take first place. If S-level cities can hold on to their current share, just keep No. 2, and then CD-level cities will intervene later."
"The basis for decision-making is to have a high market share and to maximize input and output with effective resources."
"Competition in S-level cities is too fierce, and military strategists must fight for the battleground, resulting in low input and output. Moreover, we have already won at least 4% of the market share in S-level cities. If we want to have even a little bit of growth, it will be very difficult." It’s difficult, but it’s much easier to keep existing users from losing.”
"CD-level cities are relatively poor cities. Smartphones have not yet become popular, and the number of orders is very small. Investing resources in building CD-level cities now is a waste of effort. We can definitely be friends with time."
"The top players in AB-level cities don't pay enough attention. According to the information I got, Are You Hungry's focus is on S-level cities? Almost all the money goes to S-level cities. On the contrary, AB-level cities are very powerful. Small. Use Tian Ji’s horse racing ideas to maximize the input-output ratio, and patiently win the AB city with the largest number of users in the long term. We will definitely become the number one in the country in terms of share!”
Chen Mo's words immediately made Wang Xing and other executives suddenly enlightened, and they found the key point to break the deadlock!
"Second, we mainly target the white-collar group and secondarily the student group."
“Students have little money and the possibility of ordering takeout every day is very small, and college students will soon become white-collar workers.
Therefore, I can say with certainty that those who win white-collar jobs win the world! "
"The white-collar market is very different from the campus market, and has higher requirements for timeliness, quality, and distribution efficiency."
At this point, Chen Mo pointed at Wang Xing: "Xiao Wang, you have been working in this field for many years. Please tell me about your understanding of the white-collar market."
Wang Xing is worthy of being the founder of Fantuan.com. He stood up and started talking: "According to my experience, white-collar workers have very high requirements on timeliness. Most white-collar workers only have one and a half hours of lunch break. Being late will lead to a poor user experience. In the campus market, students have relatively more time, so it’s okay to be late for a while.”
"White-collar workers have high requirements for quality. White-collar workers have stronger spending power and pay more attention to service quality and delivery speed than price. Quality merchants can attract users, and users can attract more merchants, thus forming a positive cycle."
"White-collar workers have high requirements for distribution efficiency. Unlike the campus market, which only needs to be delivered to the school uniformly during meal times, the order distribution in the white-collar market is scattered and requires a strict scheduling system with a certain order density to improve distribution efficiency."
Chen Mo nodded with satisfaction: "Okay, based on our deep understanding of the white-collar group, what core strategy should we adopt to defeat Are You Hungry?"
Wang Xing pondered for a moment and responded: "I personally have two strategies."
“First, in view of the characteristics of the white-collar market, we must focus on building a distribution system and distribution team!
Although Hungry Now offers a lot of money, they choose to outsource delivery.
Outsourcing is a very uncontrollable thing. We must establish our own controllable and good-experience delivery system. "
"The core of takeout is delivery. Although delivery costs money, it will become a barrier for enterprises!"
“Second, subsidize high-quality supply.
I believe that the food delivery industry is where high-quality merchants win users. "
“Although Hungry? also supplies merchants, it is an undifferentiated supply with no specificity. More of its money is spent on subsidizing consumers and attracting a large number of non-essential customers such as students.
This is a very dangerous thing, and will definitely form a vicious cycle of "subsidies hurt performance - subsidies stop performance." "
clap clap clap!
Chen Mo took the lead in applauding.
He is worthy of being the boss who shouldered the pressure and won the Thousands of Food Delivery Group War in his previous life!
Even if the mobile Internet era in this life has arrived early, it can still hit the nail on the head!
"What you said is very good. At the scheduling level, Are You Hungry still uses manual dispatching of orders? The old method of riders grabbing orders is completely incompatible with the mobile Internet era."
“Before the rice ball delivery app was launched, I commissioned Hongmeng Labs to develop the superintelligence system!
This system can greatly optimize the connection efficiency between users and merchants! "
"I can guarantee that this system is the best o2o short-distance algorithm system in the world. Once it goes online, it can be automatically mobilized, making the delivery efficiency much higher than that of Hungry!"
"In addition, the five-province business alliance used despicable means to win over many merchants in S-level cities, but their hands have not yet reached as deep as AB-level cities!
I have also thought about whether to be a user first or a merchant first.Later, I discovered a rule, that is, the more merchants, the more orders placed, and the higher the sales!
So I decided to use subsidies to win over non-subsidised users with high-quality supplies, and the strategy tended to be exclusive cooperation.
In this case, if users want high-quality merchants, they can only come to us. "
Chen Mo changed a ppt, which immediately listed hundreds of high-quality brand stores.
"I have already asked people to discuss cooperation with these big catering brands before. The current in-depth cooperation between them and Fantuan.com is far greater than that of Are You Hungry!"
"Moreover, our own Michelin-starred Ice City and Burger King are all exclusive. If you want to order Michelin-starred Ice City or Burger King, you must come to Rice Ball for takeout!"
Wang Xing was stunned and said in astonishment: "Chen...Mr. Chen...are these...all the work you have already done?
Have you already predicted that there will be a food delivery war? "
Whether it is the "Super Brain System" or in-depth or even exclusive cooperation with big brand catering, the research and development and negotiation time required will definitely exceed a month!
In other words, before the rice ball delivery app was launched, and when the prospects of the food delivery business were still unclear, Chen Mo had predicted that there would be a food delivery war and took defensive actions in advance! ! !
Before, Wang Xing was smug and proud that he could quickly come up with two core strategies to deal with hungry people.
As a result, before Chen Mo launched the rice ball delivery, he not only thought of the strategy he had thought of after thinking hard, but he even came up with defensive measures in advance! ! !
Is there any way to predict this? !
Wang Xing's forehead was covered in sweat.
Murong Jun's mouth twitched wildly and he kept swallowing saliva.
All the executives of Fantuan.com just want to kneel down and worship Chen Mo!
Morgana Corleone, who was on the side, was also excited and stared at Chen Mo with starry eyes.
He is worthy of being the chosen son of God!
In Morgana's view, the food delivery war is about burning money. Whoever spends the right money wins. It's as simple as that.
But after listening to Chen Mo's explanation, she realized that things were not as simple as she thought!
"It seems that the plan to learn from the experience must be accelerated..."
