Chapter 1498 Success or failure is here!
·
Ku Mao
Are You Hungry? The top brand launch conference held at Laca Winery indeed caused a sensational publicity effect!
Now everyone knows that on Daxia’s Are You Hungry food delivery platform, you can buy top-notch red wine from Laca Winery, as well as hundreds of luxury brands, and they all offer half-day delivery!
In the first few days after its opening, Are You Hungry did attract a wave of attention from the wealthy class.
Laca Winery’s top-notch red wines and many luxury goods have a very good order volume.
But this situation only lasted less than a week before it completely collapsed.
Are you hungry? Headquarters.
Shang Ying looked at the continuously declining order volume and said with a sullen face: "Forget it that ordinary takeout orders have dropped, why have the sales of our luxury goods and even the top-quality Laca red wine that the rich in Daxia have always dreamed of dropped like this? ?”
Are you hungry? The executives smiled bitterly.
Of course they have done market research these days!
The arrival of luxury goods and Laca red wine really attracted the attention of Hungry?
But all it attracts is the attention of the wealthy class!
Among the middle and low-end consumer groups, this so-called high-end marketing not only failed to drive consumption, but instead caused extreme resentment!
"If a food delivery platform doesn't do food delivery well, what the hell are you going to do with luxury goods and red wine?"
"The quality of the delivery service is so low. There are no high-selling brands such as Michelle Ice City and Burger King. Instead of trying to improve it, we are doing these vain things! Are you hungry? It's rubbish!"
"You think too highly of my wallet, don't you? I'm just a poor guy who has to compare orders on several delivery platforms to order a takeaway!"
"I understand, we poor people don't deserve to be hungry!"
"..."
These are all popular comments on some forums.
Unlike the wealthy groups who collectively cheered and welcomed it, consumers in the middle and lower classes all responded with mocking voices.
Chen Mo didn't even invite Internet trolls, and the rhythm was already taken off.
What is even more speechless is that the wealthy consumer groups were crazy about placing orders for luxury goods on the Hungry.me platform at the beginning.
They get tired of it after a few days!
They are all able to fly to countries all over the world with just one ticket at any time.
They are the kind of consumer group who like high-end style and enjoy high-quality services and shopping fun offline!
You let them keep buying luxury goods on external platforms, deprive them of the enjoyment of shopping, and make them stay at home?
How is this possible!
Not only that, the global sales of Laca Winery’s top red wine plummeted within seven days!
Now all the wealthy people in the West know that Laca Winery’s top-notch red wine has actually appeared on a Daxia takeout platform!
All the rich people in Daxia can grab it as long as they are rich enough!
What grade?
Drink the same red wine as me?
What the hell is there to say about this?
Do you really think what we are drinking is the taste of your Laca red wine?
Naturally, these wealthy Westerners abandoned Laca red wine and turned their attention to other high-quality red wines.
The angry person in charge of Laca Winery went to the foundation to file a complaint and wanted to urgently stop the sales plan of Laca Red Wine on the Hungry Me platform.
But Shang Ying disagreed, saying that they had signed a contract and could never take it off the shelves!
In the end, the brand image of Laka Red Wine was directly dragged down by the Hungry? platform, and it had to transform into a mid-range red wine.
Once a high-end image is lost, it can never come back!
Without the high-end image, even the wealthy people in Daxia will no longer buy it, and sales will naturally fall again and again.
"General Manager, I think it's the result that those luxury brands are unwilling to give up too much profit.
They have been pretending not to give me a dime of subsidy.
90% of our users come here for the high subsidies. If there is no subsidy of even one cent, who will buy it? "
Bai Xiao directly found another reason to prevaricate, and also gave Shang Ying a chance to step down.
In fact, the executives present all understood that Shang Ying had made a wrong move.
"These damn luxury brands have no sincerity in cooperating with me in my business war! It's all their fault for dragging me down and ruining such a good marketing plan!" Shang Ying cursed.
"Ah yes yes yes!"
Everyone agreed.
"Okay, this matter is over. It's not easy for us to hold the gringo responsible."
Shang Ying waved his hand: "Find a way to engage in new marketing and restore the decline!"
Bai Xiao said: "The Spring Festival is coming soon, I think we can make a fuss about the riders."
Bai Xiao put forward his own opinion: The Spring Festival is a huge trough period for the food delivery industry. Users return to their hometowns, restaurants close, and the demand for food delivery in the main battleground cities where you are hungry plummets.Whether to retain riders during the Spring Festival has become a question.
If the rider is retained, he will have to pay three times the salary.
But there aren’t that many orders left.
"Why don't we take this opportunity to give the riders a holiday, buy them New Year's goods, give them gifts, and do a wave of marketing that cares about and cares for employees, so as to win the favor of the workers!"
The more Bai Xiao talked about it, the more he felt he was on to something: "Today's migrant workers all have a favorable impression of companies with a good corporate image.
We can take this opportunity to get closer to the workers, and at the same time save a lot of money on rider wages during the Spring Festival! "
Shang Ying's eyes lit up when he heard this: "That's right! Then Mr. Bai will organize this marketing event of "sending riders home for the New Year"! "
"This time, we must fight hard to win!"
Soon after, the marketing campaign "Are you hungry and sending riders home for the New Year" was launched overwhelmingly.
When Chen Mo heard the news, he almost laughed out loud!
The final turning point for Tuan Takeaway to win the takeout war in the previous generation was the question of whether to retain riders during the Spring Festival!
Unexpectedly, although the gears of history are turning faster, the content has not changed!
Chen Mo immediately called a meeting with the top management of rice ball delivery!
“During the Spring Festival, we must retain enough riders to ensure transportation capacity in all cities!”
“And accelerate and increase the recruitment of riders after the holidays!”
"If everything goes well, the takeout war will be decided this Spring Festival!"
Wang Xing doubted: "But... it's not easy to keep so many riders, right? Whether you have money or not, you can go home for the New Year. This is the philosophy of us Daxia people."
Chen Mo smiled and said: "If you don't have money, how can you live another year? As long as you pay enough wages, I can give you a working life, let alone just one year?"
They can definitely work during the Spring Festival and then go home during the off-peak period. Not only do they not have to visit relatives and save a lot of money, but they can also earn a lot more wages. "
"In this way, you spread the word that during the Spring Festival, any rider who is willing to stay will receive 5 times the salary and triple the order commission!!!"
Now everyone knows that on Daxia’s Are You Hungry food delivery platform, you can buy top-notch red wine from Laca Winery, as well as hundreds of luxury brands, and they all offer half-day delivery!
In the first few days after its opening, Are You Hungry did attract a wave of attention from the wealthy class.
Laca Winery’s top-notch red wines and many luxury goods have a very good order volume.
But this situation only lasted less than a week before it completely collapsed.
Are you hungry? Headquarters.
Shang Ying looked at the continuously declining order volume and said with a sullen face: "Forget it that ordinary takeout orders have dropped, why have the sales of our luxury goods and even the top-quality Laca red wine that the rich in Daxia have always dreamed of dropped like this? ?”
Are you hungry? The executives smiled bitterly.
Of course they have done market research these days!
The arrival of luxury goods and Laca red wine really attracted the attention of Hungry?
But all it attracts is the attention of the wealthy class!
Among the middle and low-end consumer groups, this so-called high-end marketing not only failed to drive consumption, but instead caused extreme resentment!
"If a food delivery platform doesn't do food delivery well, what the hell are you going to do with luxury goods and red wine?"
"The quality of the delivery service is so low. There are no high-selling brands such as Michelle Ice City and Burger King. Instead of trying to improve it, we are doing these vain things! Are you hungry? It's rubbish!"
"You think too highly of my wallet, don't you? I'm just a poor guy who has to compare orders on several delivery platforms to order a takeaway!"
"I understand, we poor people don't deserve to be hungry!"
"..."
These are all popular comments on some forums.
Unlike the wealthy groups who collectively cheered and welcomed it, consumers in the middle and lower classes all responded with mocking voices.
Chen Mo didn't even invite Internet trolls, and the rhythm was already taken off.
What is even more speechless is that the wealthy consumer groups were crazy about placing orders for luxury goods on the Hungry.me platform at the beginning.
They get tired of it after a few days!
They are all able to fly to countries all over the world with just one ticket at any time.
They are the kind of consumer group who like high-end style and enjoy high-quality services and shopping fun offline!
You let them keep buying luxury goods on external platforms, deprive them of the enjoyment of shopping, and make them stay at home?
How is this possible!
Not only that, the global sales of Laca Winery’s top red wine plummeted within seven days!
Now all the wealthy people in the West know that Laca Winery’s top-notch red wine has actually appeared on a Daxia takeout platform!
All the rich people in Daxia can grab it as long as they are rich enough!
What grade?
Drink the same red wine as me?
What the hell is there to say about this?
Do you really think what we are drinking is the taste of your Laca red wine?
Naturally, these wealthy Westerners abandoned Laca red wine and turned their attention to other high-quality red wines.
The angry person in charge of Laca Winery went to the foundation to file a complaint and wanted to urgently stop the sales plan of Laca Red Wine on the Hungry Me platform.
But Shang Ying disagreed, saying that they had signed a contract and could never take it off the shelves!
In the end, the brand image of Laka Red Wine was directly dragged down by the Hungry? platform, and it had to transform into a mid-range red wine.
Once a high-end image is lost, it can never come back!
Without the high-end image, even the wealthy people in Daxia will no longer buy it, and sales will naturally fall again and again.
"General Manager, I think it's the result that those luxury brands are unwilling to give up too much profit.
They have been pretending not to give me a dime of subsidy.
90% of our users come here for the high subsidies. If there is no subsidy of even one cent, who will buy it? "
Bai Xiao directly found another reason to prevaricate, and also gave Shang Ying a chance to step down.
In fact, the executives present all understood that Shang Ying had made a wrong move.
"These damn luxury brands have no sincerity in cooperating with me in my business war! It's all their fault for dragging me down and ruining such a good marketing plan!" Shang Ying cursed.
"Ah yes yes yes!"
Everyone agreed.
"Okay, this matter is over. It's not easy for us to hold the gringo responsible."
Shang Ying waved his hand: "Find a way to engage in new marketing and restore the decline!"
Bai Xiao said: "The Spring Festival is coming soon, I think we can make a fuss about the riders."
Bai Xiao put forward his own opinion: The Spring Festival is a huge trough period for the food delivery industry. Users return to their hometowns, restaurants close, and the demand for food delivery in the main battleground cities where you are hungry plummets.Whether to retain riders during the Spring Festival has become a question.
If the rider is retained, he will have to pay three times the salary.
But there aren’t that many orders left.
"Why don't we take this opportunity to give the riders a holiday, buy them New Year's goods, give them gifts, and do a wave of marketing that cares about and cares for employees, so as to win the favor of the workers!"
The more Bai Xiao talked about it, the more he felt he was on to something: "Today's migrant workers all have a favorable impression of companies with a good corporate image.
We can take this opportunity to get closer to the workers, and at the same time save a lot of money on rider wages during the Spring Festival! "
Shang Ying's eyes lit up when he heard this: "That's right! Then Mr. Bai will organize this marketing event of "sending riders home for the New Year"! "
"This time, we must fight hard to win!"
Soon after, the marketing campaign "Are you hungry and sending riders home for the New Year" was launched overwhelmingly.
When Chen Mo heard the news, he almost laughed out loud!
The final turning point for Tuan Takeaway to win the takeout war in the previous generation was the question of whether to retain riders during the Spring Festival!
Unexpectedly, although the gears of history are turning faster, the content has not changed!
Chen Mo immediately called a meeting with the top management of rice ball delivery!
“During the Spring Festival, we must retain enough riders to ensure transportation capacity in all cities!”
“And accelerate and increase the recruitment of riders after the holidays!”
"If everything goes well, the takeout war will be decided this Spring Festival!"
Wang Xing doubted: "But... it's not easy to keep so many riders, right? Whether you have money or not, you can go home for the New Year. This is the philosophy of us Daxia people."
Chen Mo smiled and said: "If you don't have money, how can you live another year? As long as you pay enough wages, I can give you a working life, let alone just one year?"
They can definitely work during the Spring Festival and then go home during the off-peak period. Not only do they not have to visit relatives and save a lot of money, but they can also earn a lot more wages. "
"In this way, you spread the word that during the Spring Festival, any rider who is willing to stay will receive 5 times the salary and triple the order commission!!!"
