Ele.me is not the first company to integrate online and offline.
However, Ele.me is the first in the entire Internet industry to efficiently connect online to offline in less than half an hour.
Moreover, this business model greatly facilitates white-collar workers and ordinary people in urban areas.
If you don’t want to go out to eat, you only need to log in to Ele.me, and you can browse almost all nearby restaurants without leaving home, browse the electronic menus they provide, and then place an order online.
People don't need to go out, they just move their fingers and sit at home or at work waiting for food to be delivered.
Its launch has suddenly raised the whole society's attention to the Internet to a higher level. This is because for the first time, people can feel that the Internet can be so close to their lives through an Internet product.
CCTV conducted a several-minute special report on Ele.me’s new model.
In this report, CCTV sent three groups of reporters to conduct exclusive interviews.
A group of reporters is responsible for following a white-collar worker working in Zhongguancun;
Another group of reporters is responsible for following the Ele.me riders who deliver the goods to this white-collar worker;
The third group of reporters went to a fast food restaurant selling rice bowls in Zhongguancun;
Three groups of reporters followed users, riders, and merchants respectively, and truly experienced the entire process of Ele.me’s services.
The first group of reporters first chose an architect named Wang Xiaolong from a software company in Zhongguancun and conducted a brief interview with him.
The reporter first asked Wang Xiaolong’s name and occupation, and then asked him what he thought of Ele.me.
Wang Xiaolong spoke very highly of Ele.me, saying that this is the first time that the Internet has truly touched the real life of ordinary people. Food is the most important thing for people. For ordinary people, nothing is more important than eating.
Wang Xiaolong is one of the first users of Ele.me, and from yesterday to today, he has ordered three meals using Ele.me, including yesterday’s lunch, dinner and today’s breakfast.
He introduced to reporters: “With Ele.me, I can browse the electronic menus of hundreds of restaurants within five kilometers in front of the computer. This is much easier than finding food by myself. We have lunch every day. The lunch break is only one hour, which is just enough time for us to line up downstairs for a quick snack and then hurry up. So to tell you the truth, I have been working in this company for more than a year and I have almost never eaten in a restaurant more than one kilometer away. Pass."
As he said that, he added: "But it's very convenient now. We start lunch break at twelve o'clock. I can order food around eleven forty, and then it will be delivered around twelve o'clock."
"Although Ele.me promises to deliver food within half an hour, I have used it three times, and each time it is within 20 minutes. The timeliness is still very good."
The reporter asked him: "Did the meal get cold, leaked or spoiled during the 20 minutes it was delivered to you?"
"Of course not." Wang Xiaolong said seriously: "The meal was even a little hot in my hands. I consulted the rider and found out that their meal delivery box has an electric heating function, which can ensure the temperature of the meal in it. The packaging is also in good condition and very convenient.”
The reporter asked again: "What about the price? Will ordering food increase your meal costs?"
Wang Xiaolong shook his head and said: "First of all, Ele.me is free of delivery fees at this stage. That is to say, in this case, ordering food and eating the same thing in a restaurant will cost the same, but Ele.me also has There are red envelopes with full discounts and there are also payment discounts, so it will be cheaper than going downstairs to buy it yourself.”
"For example, yesterday at noon, I ordered a rice bowl with beef and potatoes. The usual price of this rice bowl is ten yuan. I used a coupon that gave me 2 yuan off when I spent 10 yuan or more. When I paid, I got 8 cents. The total money spent was only seven and two dollars."
The reporter asked curiously: "Are you going to order food through Ele.me at noon today?"
"Yes." Wang Xiaolong said: "It's too painful to go out to eat at this time. You have to wait for a long time for the elevator, and you have to wait for a table when you get to the hotel. The restaurants near us, no matter whether they are delicious or not, are always full at noon. I had to queue up and wait for the last wave of customers to finish eating before I could find a place to eat. In the past, I sometimes couldn’t wait for a seat, so I simply bought something and came back to eat.”
The reporter looked at the time and said, "It's already half past eleven. How about you show us the process of ordering food on Ele.me?"
"certainly!"
Wang Xiaolong nodded, skillfully opened the browser, opened the Ele.me page, pointed to the food column, and said: "Click on this food, and all restaurants near me will be displayed. Of course, this must be confirmed in the account in advance. The address will do. This is Tongke Building. Look here, there are hints."
The photographer pointed the camera at the "My delivery address" column, and the words Tongke Building were indeed displayed.
Then, Wang Xiaolong pointed to the horizontal column of hotels and said, "Look, all the restaurants are displayed in this column. The default is distance, which is the one closest to me. You can also choose the one with the highest evaluation or the highest sales. But now Ele.me has just started operations, so this data has not been released yet.”
"There are also several quick filtering columns, such as fast food burgers, stir-fried rice bowls, Sichuan and Hunan cuisine, light meals, and sweets."
The reporter asked curiously: "What kind of food do you want to eat for lunch?"
Wang Xiaolong said: “I’ll order one with Sichuan and Chongqing characteristics.”
After that, Wang Xiaolong clicked on "Sichuan and Hunan Cuisine", and many Sichuan and Hunan restaurants immediately appeared below.
Wang Xiaolong browsed through it and became interested in a restaurant called "Sichuandu Noodle House". He clicked in and said, "The noodles in Sichuan and Chongqing are quite delicious. I wonder if they have burning noodles."
After clicking in, Wang Xiaolong looked at the menu and immediately discovered "Yibin Burning Noodles", priced at 8 yuan.
He smiled and said, "That's it!"
After finishing speaking, he added it to the shopping cart, and then said to himself: "You can only use the coupon for ten yuan. In other words, if I add something for two yuan now, I will still pay eight yuan."
"What should I order..."
"By the way, you can add a can of Coke."
After that, he clicked on the beverage category, and sure enough, there were Coke and Sprite to choose from.
Cans of Coke cost 2.5 yuan. He clicked add to the shopping cart without thinking, and then entered the shopping cart to check out.
"Ten yuan and 50 cents. You can see that a two yuan red envelope is automatically used here, so the actual settlement amount is eight and a half yuan."
Then, he clicked Pay, jumped to the Alipay payment page, entered the payment password, and completed the payment.
The order completion page indicates that the meal is waiting for the restaurant to take the order.
Wang Xiaolong said: "After the restaurant confirms that it has taken the order, it will officially start the timer."
Sure enough, in less than a minute, the merchant confirmed the order, and the page showed that the meal would be delivered within thirty minutes.
On the other side, the reporter was interviewing several Ele.me riders waiting for orders in a small square outside the office building.
The reporter asked about their income, and they said that the current basic salary is 2,400 yuan, and the average salary in Yanjing during the same period was only 2,300 yuan.
Moreover, if the rider receives more than a certain number of orders, he or she will receive an additional commission, and each additional order will receive a two-yuan subsidy.
For riders, the income from this job can easily exceed 3,000, which is even higher than the income of many college students working in offices.
While the reporter was interviewing them, Wang Xiaolong's order had been dispatched, and the rider who received the dispatch was not among the people being interviewed.
It just so happened that Wang Xiaolong’s Ele.me page prompted that the order had been dispatched to the designated rider, and provided him with the rider’s phone number.
So the reporter hurriedly called the rider and prepared to meet him.
The rider was on his way to the hotel, so the reporter made an appointment with him to meet at the hotel, and then immediately took the bus to the noodle restaurant where Wang Xiaolong placed the order.
When we arrived at the noodle shop, the rider had already arrived first. At this time, the restaurant was making Wang Xiaolong's order, so the reporter interviewed the owner of the restaurant.
The reporter’s first question was: “What do you think is the biggest benefit to you from accessing Ele.me?”
The boss spoke with a Sichuan and Chongqing accent and said with a smile: "Of course there are more orders. Our restaurant is relatively small. There are only a few tables in total, and it can only seat ten people for dinner at most. So at noon on weekdays, at most We only take about 20 orders. If there are more, we can’t take them because there is no room for them to sit. In the whole day, we can only take 70 or 80 orders.”
The reporter asked again: "What about after connecting to Ele.me?"
"After connecting to Ele.me, we sold 23 orders through Ele.me at noon yesterday, 29 orders in the afternoon, and it was great at night. From 6 to 10 o'clock when we closed, we sold a total of 57 orders. Just from Ele.me alone. The number of sales exceeded 100, which is 1.5 times that of our store.”
The reporter said: "In this case, your income will also increase greatly."
"That's right." The boss nodded and said seriously: "Before Ele.me, we couldn't do as much business as we wanted with a large stall. But after Ele.me, we can no longer do as much as we want. It is not affected by the size, and is not affected by the speed of the guests eating. We constantly take orders online, and then the chef makes them and hands them to the riders who come to pick up the orders. It does not take up the reception resources of our hotel at all. For us, it is simply a It’s a huge benefit. I was originally planning to close the store and go back to my hometown, but looking at it now, I think I can continue to work hard in Yanjing, and maybe I can make a name for myself with Ele.me!”
While talking, the chef from the kitchen delivered the packaged meal with a note paper stapled to it.
The sticky note is printed and contains: order number, order content, recipient information covered by an asterisk, and order time.
The reporter asked curiously: "Did you print this order yourself? Doesn't it take up a lot of time for the master to print so much information?"
The boss pointed to a small thermal paper printer and said: "The printer and computer are both provided by Ele.me. They print out automatically after receiving the order, which is very convenient. Even the consumables inside are provided by Ele.me. We are provided with three months of free use and three months of free consumables. After three months, we will pay a monthly rent of 150 yuan for the machine and purchase the consumables as needed.”
The reporter asked again: "Is this expenditure mandatory? Or is it voluntary?"
"Voluntary." The boss said with a smile: "If you buy a mobile phone yourself, you have to pay monthly rent. They provide us with a computer and a printer. 200 yuan a month is very worthwhile, and you can also buy your own computer and printer." , I learned about it, it costs four to five thousand yuan even if it’s all paid for, so it’s not as cost-effective as renting it!”
(End of chapter)