After Li Mu was reborn, he has always been an out-and-out workaholic.
Working so hard is no longer just for making money, but for the satisfaction every time a product model is successful.
Without Li Mu, the Internet in this world would develop normally according to the original rules, but what Li Mu wants to do is to break this rule and bring things that will only appear in the future to the present.
It is easy to take over the model, but it can still be successful after taking over the model. This will test his ability to control and adapt. Therefore, when he wanted to understand the current delivery method and business process of the takeaway O2O business, he immediately Started to try.
Wei Lan was putting a pot of water on the gas stove to boil. When she saw Li Mu holding the instant noodles absent-mindedly, she walked up to him, took the instant noodles into her hands, and while unpacking them, asked him: "What are you thinking about? Like?" It’s like I’ve lost my soul.”
Li Mu came to his senses and said with a smile: "Think of a new business model."
Wei Lan asked curiously: "What mode?"
Li Mu said with a smile: "With the door-to-door delivery model, you don't have to go out to eat whatever you want in the future. You can just place an order online."
Wei Lan laughed and said: "It's not easy for you to achieve this. Go and ask nearby restaurants. If they deliver takeout, just ask them for a takeout order. When you want to eat, just call them and ask them to give it to you. send over."
Li Mu asked her back: "What if I want more choices?"
Wei Lan said: "Then find a few more restaurants and get a few more takeout orders."
Speaking of this, Wei Lan added: "I have seven or eight takeout orders at home, including noodle restaurants, Sichuan cuisine, local Yanjing cuisine, and Western food. There are many kinds."
Li Mu said: "This is too troublesome. You have to get a lot of menus. These menus only have names and no pictures, no visual experience, and the menus are also difficult to update. If the restaurant introduces a new dish, if you don't change it, A new menu, you’d never know just by ordering takeout.”
Wei Lan nodded: "That's true. So what kind of takeout are you going to make?"
Li Mu smiled and said: "What I want to do is to add all restaurants in Yanjing to an online takeout platform. Each restaurant has a visual menu and is updated in time. You can order whatever you want to eat, and then place an order and pay." That’s it.”
"All the restaurants in Yanjing?" Wei Lan said in surprise: "There are some restaurants that don't do takeout business. They don't have people in charge of delivery. There is a restaurant downstairs where donkey meat is delicious. I always I hope they can open a delivery service, but they don’t have enough staff, so they haven’t started it yet.”
Li Mu said: "So as my takeout platform, I don't need the store to deliver the goods themselves. I will set up a dedicated delivery team to be responsible for the delivery."
"Delivery team?" Wei Lan exclaimed: "Does this require a lot of people? Yanjing alone probably needs several thousand people."
Li Mu smiled and said: "Yes, wouldn't this provide thousands or even tens of thousands of jobs to Yanjing?"
Wei Lan said: "But the cost is very high. One person's salary is one or two thousand yuan a month, ten thousand people are one or two million yuan, one or two hundred million yuan a year..."
Li Mu said: "I don't need to pay for their wages, the users will pay for them."
Wei Lan asked: "User? Do you mean to let users pay the delivery fee?"
Li Mu nodded: "You still need postage when you send something. Isn't it normal to pay a delivery fee when delivering food?"
Wei Lan said: "But the unit price of takeout is already very low. Sometimes it only costs a few yuan for a person to eat a rice bowl. You ask him to pay an extra few yuan for shipping for these few yuan of rice bowl. I’m afraid he can’t accept it, right?”
Li Mu smiled slightly and said: "Users' consumption habits are actually cultivated. From a practical point of view, the question you asked is right. It directly asks the key point. Most users are definitely not willing to pay for delivery fees. In contrast, they may be more willing to go out and buy it themselves to save a few dollars on delivery fees.”
At this point, Li Mu changed the topic: "But you have to know that people are lazy animals. Once a new product saves them labor costs, it will be hugely attractive to them. The only problem is that they need It’s just the extra cost.”
"So, my idea is that in the first half year or even one year after the takeout platform is launched, there will be no delivery fees. If the restaurant sells it for five yuan, I will charge you five yuan, and I will help you buy it from the restaurant and deliver it to you. "
"In this way, you will quickly accept and quickly rely on the door-to-door meal delivery service I provide. Over time, I will cultivate a kind of inertia in you. This kind of inertia is called: 'I don't want to go downstairs to buy takeout by myself. , the laziness of not wanting to go downstairs to eat by myself and just wanting others to serve it to me';"
"Once this inertia is deeply rooted in your bones, your dependence on me will reach a peak value. At this time, I will tell you, sorry, we will charge users a delivery fee of three yuan per order starting from today. , although you are very reluctant to part with these three dollars, but what you are even more reluctant to part with is the inertia that is already in your bones. You will think, just spend three more yuan for the extra three yuan. In short, don’t let me buy it by myself. Just eat.”
Wei Lan looked at Li Mu like a monster and sighed: "You are too cruel to your users!"
Li Mu smiled and asked, "Any questions?"
Wei Lan shook her head: "No problem, it's just that I suddenly felt a little scared in my heart. I don't know who else, what industries, and what kind of inertia have been cultivated in me."
Li Mu smiled and said: "That's too much. Among other things, buses cultivate in you a laziness that you don't want to walk and ride, taxis cultivate in you a laziness that doesn't want to squeeze into the bus, and text messages cultivate in you a laziness to talk. Online shopping will cultivate the laziness that makes you too lazy to go shopping, so what I want to cultivate next is the laziness of users who are too lazy to go out to eat or buy takeaways to take home.”
Speaking of this, Li Mu added: "Actually, such a takeout platform not only cultivates the inertia of users, but also the greed of merchants. For example, a small restaurant with 6 tables, no matter how high the table turnover rate is, it can The customer flow rate is also very low, and due to insufficient exposure and display, he is likely to have no seats or even empty seats most of the time. However, if he is connected to my food delivery platform, his display volume will increase exponentially. Growth, users can place orders directly online. In this way, even if the carrying capacity of their stores reaches the limit, as long as they are still productive, they can sell online and sell takeout online without considering the turnover rate. .”
"Perhaps a store can receive up to 200 customers a day under normal circumstances, but after opening the online takeout channel, it can sell 500 or even 1,000 takeaways every day. This is a huge new revenue channel for the store. Over time, We will account for more than half of his income, and by that time, they will become seriously dependent on us for their income and will be completely unable to do without us;"
"They can't live without us, so we have to share the pie with them. Either I take a certain percentage based on sales as my due remuneration; or I open up resources for sales and give the platform resources to merchants for bidding and purchase. , in this case, as a middleman, I can earn a service fee from both the buyer and the seller, and the platform’s profits will naturally come out.”
Li Mu understands very well how the Internet affects a person in the long term, and how it digs pits for users step by step so that users can jump in. Many emerging models burn money like crazy when they come up. Users think they are getting a bargain, but in fact they are falling into the other side's trap for themselves. in the pit.
When taxi-hailing software competes, users may only need to pay 5 yuan for the original taxi fare of 20 yuan;
When food delivery software is competing, if a user buys a 10-yuan meal, he may not spend a penny and receive a subsidy of 2 or 3 yuan from the platform;
It's the same when various vertical e-commerce websites compete with each other. They give away profits at first glance, play an image of "I'm stupid, come and take advantage of me" in front of consumers, and then deceive users into their own pits.
Once these platforms cultivate users' inertia to a certain level, they will immediately turn their backs and refuse to recognize anyone. The original taxi fare of 20 yuan now costs 30 yuan, which will increase by 50% during peak periods and cost 45 yuan. You won't take it? It doesn’t matter if you don’t take a seat, because you can’t get a ride if you don’t take a seat;
To put it bluntly, it is to deceive you with low prices and subsidies first, and then when you can no longer live without it, it will directly increase the cost and double the money back.
This is just like the American Marlboro cigarette company giving out free cigarettes across the United States in the middle of the century. Are you a smoker? Oh yes, that’s okay, go away; what, you don’t smoke? Hey, don't go. I'll give you a pack for free. Can you try it
Tobacco companies use a pack of cigarettes to deceive users, and when the users become addicted, they make money for thirty years or even a lifetime. This is basically the same as Internet companies.
The CEO of a taxi-hailing platform in my previous life also said that the price you increase now is to pay off the debt I gave you as a subsidy back then.
What he said is true. So much capital has come in like crazy, tens of billions of dollars, and the day is waiting for the day when the capital and interest will be recovered, but his appearance is really ugly. Back then, he paid 5-10 yuan per user per order. It’s great to make up 15 yuan, but now what? If you go out in a first-tier city, you can easily pay dozens or even one or two hundred for the fare. The additional cost for each trip is at least tens of yuan. The interest rate is a bit ridiculously high.
Also, there is no subsidy for a 10-yuan takeout now. Some ugly-looking platforms not only charge you a 5-yuan delivery fee, but also charge you a 3-yuan packaging fee.
The 5 yuan delivery fee is partly the cost and partly the profit retained by the platform;
The wholesale cost of a 3 yuan packaging box is no more than 30 cents. This money is usually divided between the platform and the merchants. Sometimes, the platform directly asks the merchants for money, which hurts feelings, so they come up with such a shameless trick. , the packaging fee is 2-3 yuan per order, the merchant takes the small part, and the platform takes the big part. In this way, the platform gets another profit, and it no longer has to take money from the merchant’s pocket, so both parties are happy and cheat the users together. money.
After you pay an extra 8 yuan for an order, it might take an hour for the order to be delivered to you. Don’t be dissatisfied. If not, just go out and eat by yourself.
If Li Mu starts slower and does this kind of thing together with other industry giants, then such a harsh competitive situation will inevitably happen again. However, if he can do it alone, he can have a good standard and one that is not too much. It harms the interests of users and businesses while ensuring its own considerable profit margins.
(End of chapter)