When Ele.me was in full swing on the Shanghai stock market, capital also gave Ele.me a market valuation.
It is generally believed that due to Ele.me’s innovative model, as well as its current advantages and future development space for the industry, Ele.me’s current valuation should be over US$1 billion.
In other words, if Li Mu wants to raise money separately and sell 10% of his shares, he can get at least US$100 million back.
However, Li Mu is not prepared to raise funds.
He knows that if Ele.me develops to cover all prefecture-level cities, its annual revenue can easily exceed 100 billion.
By that time, the subsidy era has passed, and merchants will have to rely on Ele.me to increase sales. Ele.me can directly take 10% of the revenue from merchants. In this way, the annual revenue will be more than 10 billion.
A company with an annual revenue of more than 10 billion yuan must be valued at at least 10 billion U.S. dollars.
In a previous life, Ele.me’s Koubei was valued at US$30 billion, but that was still under the premise of Meituan’s toughness.
Without Meituan, Ele.me’s valuation would have more than doubled.
It is reported that Li Mu’s local promotion team has arrived in Guangzhou and Shenzhen, and Lu Yunhao’s beef delivery has not yet been launched.
Lu Yunho has been worried about many problems recently. First, the electric vehicle manufacturers slowed down the supply, so that he had to wait for several days for a total of only 500 electric vehicles to arrive.
Then came the purchase of computers. He calculated the funds and only purchased a thousand computers, fearing that the capital chain would be occupied too much.
After struggling for several days, the product of Niu Waimai was finally ready for online testing, and the local promotion team quickly distributed the computers to merchants within an eight-kilometer radius of Niu Waimai's headquarters.
Because one thousand computers is far from enough to cover the entire Shanghai stock market, Lu Yunhao can only adopt zone coverage, first covering the vicinity of the company, and then expanding the scale little by little.
After finally allocating these 1,000 computers to a thousand restaurants, large and small, around the company, Niu Takeaway is finally ready to go online.
When it went online, Niu Waimai also gave red envelope discounts.
Ele.me’s newbie gift pack is five two-yuan coupons, five three-yuan coupons, and five five-yuan coupons.
When spending over ten yuan, you can use a two-yuan coupon; when you spend over fifteen yuan, you can use a three-yuan coupon; when you spend over twenty yuan, you can use a five-yuan coupon.
Niu Takeaway simply copied it, but changed the five coupons to six, which means there is one more coupon of each type.
Afterwards, their rider team was in place, and the floor promotion team officially began to push banners and roll-up banners under major office buildings.
As soon as Li Mu heard about the launch of Niu Waimai, he immediately called the person in charge of the Shanghai Stock Exchange team and directly sent ten coupons offering a discount of 2 Yuan for purchases over 10 Yuan to all Ele.me users in Shanghai. The coupons of the gift package can be used in combination at the same time.
If the user has used up the novice gift pack coupons, give him five coupons each of 10-3, 15-5, and 20-8.
In other words, whether you are an old Ele.me user, a newly registered user, or a user who has used up the novice gift pack coupons, as long as you order food through Ele.me, it will be cheaper than Niu Takeaway.
Isn’t it just a waste of money? Li Mu has long been impatient.
To be honest, since he started his business, he has never seriously compared his money consumption with his competitors. This is an opportunity, so why not burn him 100 million first
In a previous life, when the war between food delivery platforms reached a fever pitch, users could even order food without spending money.
This is not because people on the food delivery platform are stupid and have too much money, but because everyone is fighting with each other and preparing to win all.
If one party cannot afford it, the other party will have a monopoly.
Now, Li Mu just started burning money.
Ele.me users on the Shanghai Stock Exchange can get at least 3 yuan off when ordering food for 10 yuan. If you add it up, you can get up to 4 yuan off, which is a little more than Lu Yunho's 2 yuan off on 10 yuan.
Lu Yunhao also didn't expect that Li Mu would start a price war right away. As soon as Ele.me's discounts were released online, the number of new users of Niu Waimai was very few, and the order volume was also very low.
On the first day that Niu Takeout was launched, more than 200 orders were placed across the entire platform.
The key is that Niu Takeout has 500 riders.
This is fucking embarrassing.
Many of Lu Yunho's riders waited on the street almost all day.
And around them, there are constantly Ele.me deliverymen riding Ele.me's electric bicycles back and forth, and they are very busy.
In comparison, they are like hundreds of newly added sculptures on the streets of this city, sitting idle on electric bikes holding cell phones and waiting for text messages.
The staff at the battery swapping station were also very depressed. Before starting work today, they held a mobilization meeting early in the morning. The leader said that today would be a tough battle and everyone must go all out to ensure that riders always have enough power to deliver orders.
The results of it? There were three battery replacement stations, and not a single battery was replaced in one day.
If each rider can’t get one order, who will come to replace the battery
After all, even if the battery capacity of this electric car is low, it can still run for twenty or thirty kilometers.
At the end of the day, people who swap power stations are very comfortable, they don’t have to do anything and they just make money while lying down.
But riders are different. Their base salary is very low and they mainly rely on order subsidies. Without orders, their income is too meager.
Many riders sneered at the staff when handing over their bikes: "They told us to go to the battery swapping station to change the battery when the battery was low. This would give us no fucking chance to run. If this continues, I won't do it anymore..."
No one wants to work as a sculpture on the street with the minimum salary. Everyone wants to make money.
There are also some riders who simply quit.
They feel that they have already lost a lot by wasting a day's time. Instead of continuing to waste it like this, it is better to just change jobs and save worry.
Although the leader of the rider team tried hard to stay, nearly a hundred people still gave up.
After Lu Yunhao heard the feedback, he was so angry that he almost smashed the glass of the floor-to-ceiling window.
He didn't understand why users were so fussy. Didn't Li Mu just give him an extra dollar as a discount? As for that? My Niu Takeout is very powerful. It has a very humanized algorithm. If you use it seven or eight times or seventeen or eighteen times, it will know what your favorite flavor is and then recommend it specifically to you. My favorite food!
You, you bunch of unscrupulous users, why don't you use it
You are wasting all my hard work!
The saddest feeling is that no one appreciates something you worked so hard to create.
He feels that users should not give up Niu Takeaway just for a dollar, but in fact, for users, it really doesn’t matter.
If they use Niu Takeout, they not only have to register a new account, but also open a new payment method for Niu Takeout, and then bind a bank card. This set of user behavior costs is actually quite high.
Even if the price is the same on both sides, no one is willing to waste this energy, not to mention that Ele.me’s price is cheaper.
So, in this case, who would use cattle to take out food
Lu Yunhao was a little impatient. He told his operation team: "We will also give away extra red envelopes! Let's do this, we will give away one dollar more than Li Mu! Send another batch of 10-3 red envelopes for them to use in stack. In this case, click one A 10 yuan takeaway only costs 5 yuan!"
The operations manager reminded him: "Mr. Lu, in this case, we will lose nearly 10 yuan for every order we receive."
"Why so many?" Lu Yunhao was frightened.
The other party said: "Ele.me currently does not charge merchants for sharing. The subsidies are all paid by ourselves, and we do not confiscate the merchants' share. We will pay the price according to the discount you give. In addition, for every free order, our riders will When the commission, manpower, financial resources, material costs, and equipment depreciation costs add up, 5 yuan may be a bit too little, so in this case, a loss of 10 yuan per order is normal.”
Lu Yunhao gritted his teeth and said: "Our current problem is that we have no users, so the loss is acceptable, just think of spending money to buy users! If you can buy one million users for 10 million, it is worth it!"
The other party said: "If we change the discount temporarily, the local promotion team will have to change the local promotion materials. Otherwise, we will have no users on our own platform, and potential users will not get this information just by promoting it on the platform."
Lu Yunhao said: "Then change the materials overnight. No matter what method you use, before noon tomorrow, you have to give me a hard push in all major office buildings!"
The head of the local promotion team, who had already left work, was temporarily assigned a new task. He had to replace all the roll-ups, flyers, and banners with new ones before tomorrow morning. So several senior executives of the local promotion team hurriedly He searched for open advertising shops all over the city and hurriedly produced new promotional materials.
The next day, the remaining four hundred riders continued to take to the streets and were on standby.
Many people here have already made up their mind that if they don't have any orders today, they will really change their jobs.
During the breakfast rush hour before nine o'clock in the morning, there were not many orders for Niu Takeout, and only a total of more than 20 orders were received.
When the local promotion team took the new materials and started promoting them everywhere, Li Mu got the news and directly asked YY to make accurate pop-ups based on the IP address.
This time, the precise target of the pop-up window is: all YY users whose IP addresses are within the coverage of Niu Waimai.
YY has already cooperated with operators to collect domestic IP addresses. The geographical coordinates corresponding to each IP address have been recorded in the data path. Basically, as long as the user does not change the IP address or use a proxy, YY can collect the IP address. Geographical coordinates are accurate to within twenty meters.
In this way, as long as all the IP addresses within the coverage area of Niu Waimai are circled, users in this area can receive this pop-up window.
The biggest advantage of this method is to save ammunition.
For example, Niu Takeout now covers a radius of seven to eight kilometers. It does not cover other areas and will not accept orders from those places. Therefore, Ele.me can not give discounts to users in other places, but only give discounts to users within Niu Takeout's coverage. user discounts.
The content that Li Mu asked YY to post to these users was: "Congratulations on getting the Ele.me cashback opportunity. From now on, after every Ele.me order is completed, you can get an additional 2-10 yuan." Cash back, only cash back, minimum 2 yuan!”
(End of chapter)