Ele.me requires merchants to bear 50% of the subsidy cost, which indeed caused great dissatisfaction among merchants.
However, the Internet industry and the capital industry saw Li Mu's intentions.
In fact, everyone knows that the final monetization channel for Ele.me must be on the merchant side. However, everyone did not expect that Li Mu would directly start harvesting merchants at this time.
In their opinion, Li Mu should start to recruit cooperative merchants after solving the problem of cattle delivery and becoming a unique enterprise in the field of food delivery.
Now that we are starting to have conflicts with merchants, I am afraid that Niu Waimai will take advantage of it.
However, Li Mu didn't care about this. Neither Niu Waiwai nor Lu Yunhao could compete with Ele.me. Simply looking at the carrying capacity, if Ele.me is a high-standard expressway with ten lanes in both directions, Niu Waiwai would not even be able to compete with Ele.me. The standards for one-way bicycle lanes are not met.
If Niu Takeaway cannot increase its volume, it will never be able to take away enough market share from Ele.me.
Therefore, once Li Mu can successfully make merchants pay the cost, he will be more confident to play with Niu Waimai to the end. If an order is subsidized for six yuan, Niu Waimai will only bear it himself, but Ele.me only has to bear three yuan. If it goes on, even if Wall Street spends 200 million US dollars to come in, Li Mu will not be afraid at all.
Now, whether in Yanjing or Shanghai, Ele.me merchants have fully realized the advantages and benefits of Ele.me. Through Ele.me, they have greatly increased their business turnover, and some have even increased by ten times. It can be said that, Ele.me has become the core pillar of their income.
Ele.me requires them to bear 50% of the subsidy. Although most merchants are not satisfied, they still choose to accept it.
However, there are still some merchants who feel that Ele.me should not let them bear any costs, so they must fight against Ele.me’s tough attitude to the end.
At this time, Lu Yunhao is also increasing his lobbying efforts. His front-end business is communicating with cooperative merchants everywhere, brainwashing them, telling them that Ele.me must be self-destructive this time if it is unjust. By then, the order flow of his platform will be certain. will increase significantly, so we encourage them to reject Ele.me’s request and conduct in-depth cooperation with Niu Waimai.
Niu WaiWai deceives these merchants, saying that once Ele.me closes their stores, their customers will come to Niu WaiWai to place orders, so they will not actually lose anything, and Niu WaiWai will not only tilt their resources, but more importantly The merchants are not allowed to bear a penny of subsidy. In this way, the merchants can earn more than if they cooperate with Ele.me and bear 50% of the cost.
These merchants do not know the true situation of Niu Waimai. They feel that since Niu Waimai is willing to support them, even if Ele.me is temporarily gone, there are still Niu Waimai orders that can be made. Since you are exploiting me, then I will Niu Takeaway is getting closer, and I believe that the one who compromises in the end must be Ele.me, not myself.
Therefore, they chose to refuse to participate in the subsidy.
Ele.me is also merciless. For stores that do not accept jumps within the specified time, the offline team immediately comes to collect the computers. At the same time, their stores are directly defined on Ele.me as temporarily closed and orders cannot be placed.
In just one day, these people suffered heavy losses.
There is a restaurant that sells donkey meat for barbecue, and the daily sales of heavenly food are only one or two hundred yuan, but the daily sales of Ele.me can be one to two thousand yuan or more, and the sales of cow takeout can be more than one hundred yuan. Now, they refuse to compete with Hungry Ele.me subsidized customers together, and all their Ele.me turnovers suddenly dropped to zero, resulting in heavy revenue losses.
What makes them angry is that there are no orders from Ele.me, and Ele.me has lost one to two thousand yuan in sales. However, their orders from Niu Takeaway have hardly improved, and are still more than one hundred yuan.
In other words, after their store was closed, the potential customers of this Donkey Meat Huoshao directly chose to place orders at other Ele.me stores that were open, and did not switch to another store in order to eat their Donkey Meat Huoshao. platform.
This is extremely painful for them, because they have lost 80% or even 90% of their actual turnover.
Lu Yunho was also hit hard. He thought this was an opportunity to overtake him in a corner, and he could cooperate deeply with these merchants who were fighting against Ele.me, and at the same time attract their traffic.
But he soon realized a serious problem. Users on Ele.me do not exist for a certain store, but for the Ele.me platform.
This is just like the millions of official accounts on WeChat. If any official account feels that its fans belong to it, or even above WeChat, and feels that if it changes its platform, its fans will abandon WeChat. If he follows himself, then he is not smart enough.
There is a civil servant named Fang Zhuzi who has done this kind of thing. He used to get attention by swearing at people, and he still had some traffic on Weibo.
But later, because he was at odds with Weibo, he decided to quit Weibo and move to other platforms.
He thought his fans would join him in joining the fight, but he found out that they didn't exist at all.
Most of his fans are not real fans at all. They just look at him to have fun. He left Weibo. There are thousands of big Vs on Weibo who can have fun. Who is so smart? , to watch him move to another platform
So this person gradually lost his voice.
Subsequently, Lu Yunho, who was disappointed one after another, decided to launch an attack on Li Mu online.
He personally resigned and posted a Weibo message, which read: "Li Mu used his power to force merchants on Ele.me to share subsidies. Merchants who were unwilling to bear the subsidies were forced to close their shops. Behind these merchants, Countless hard-working ordinary people and their families are now facing unprecedented threats. What is the difference between Li Mu’s actions and those of bandits?!"
Subsequently, he spent millions in public relations fees and asked many accounts to retweet and comment on this Weibo post in an attempt to create strong public pressure on Li Mu and force him to give up his plan to force merchants to bear 50% of the subsidy.
Netizens who didn't understand the reason thought that Li Mu was really intimidating the shopkeepers, and their hearts suddenly exploded. They began to criticize Li Mu verbally and in writing. They felt that such an almost perfect image of a rich man had been stained by this incident.
After this Weibo post became a hot search, Li Mu did not let Weibo people interfere with its index and hot search rankings, but directly posted a Weibo post:
"Isn't it natural for a comprehensive market to provide a storefront for merchants to make money and charge merchants a certain fee? If you open a store in the market and don't pay rent to the market, and you have a temper when you kick him out, what kind of gangster logic is this? Some people most What’s sad is that they mistake the strength of the platform for their own abilities. Once such people leave the platform, they are nothing.”
As soon as this Weibo post was posted, netizens reacted immediately.
Li Mu is right.
Ele.me is a platform built by Li Mu, which is equivalent to Li Mu spending money to build a huge shopping mall. Every merchant on Ele.me is equivalent to settling in this mall, operating and making money in the shops provided by this mall. In this case, what’s the problem with collecting rent from you? No problem! It's only natural!
Especially the last sentence of Li Mu made many netizens realize something.
The strength of the platform is not a matter of personal ability. Merchants are making money on Ele.me. They ignore that this is due to the disruptive new model provided by Ele.me and the huge traffic of Ele.me. They think that their restaurants are very strong. , but after leaving Ele.me, I found that I couldn’t fight at all. Without the blessing of the platform, I instantly returned to my original form. Can I blame other people’s platforms
As a result, opinions on the Internet have undergone a 180-degree reversal.
In addition, the navy under Li Mu is much better than Lu Yunho, a dabbler, so much so that Lu Yunhao himself was scolded by netizens.
There is a point of view on the Internet that has been approved and supported by the vast majority of netizens. This point of view is that Lu Yunho deliberately wanted to personally attack because he could not compete with Li Mu. Such a garbage character has bad morals and everyone will punish him.
Lu Yunho himself is a scumbag with relatively weak psychological endurance. He was turned around and scolded by so many netizens, and he almost collapsed.
His Weibo post received nearly 100,000 comments in just one or two days, more than 90% of which were scolding him.
Niu Waiwai's instigation of merchants to go against Ele.me was revealed online by someone unknown, and was later fueled by Li Mu's trolls behind the scenes, so that Niu Waiwai became the target of everyone's shouting online.
What made Lu Yunhao even more devastated was that all the merchants who rejected Ele.me regretted it. They contacted Ele.me’s customer service one after another and expressed their willingness to accept the 50% subsidy and hoped to reconnect to Ele.me.
Li Mu sneered at these people.
In essence, these people are complete egoists. When Ele.me makes money, they quietly get rich. When Ele.me asks them to pay a small subsidy, they feel that they have been stepped on. They stand up and yell at each other. , such people are basically the masters who pick up their bowls to eat and put down their chopsticks to scold their mothers.
There is another group that is very similar to this group of people, that is, a large number of self-employed e-commerce businesses.
As we all know, due to lax supervision and imperfect tax laws on e-commerce, for more than ten years, self-employed e-commerce merchants have not had to pay a penny in tax. Almost all of Wan's Hardware Crown stores do not need to pay a penny of business tax or personal income tax.
Because they are individual businesses and do not have registered corporate entities, business tax and corporate income tax have nothing to do with them. Their income is settled directly from Taobao to their personal accounts. Even if they earn 10 million a month, they basically do not pay income tax. , this group of people have already had enough vested interests, but when the country promulgates an e-commerce law to regulate e-commerce and impose reasonable taxes, they still jump out to oppose it, which is evident in their faces.
Li Mu is completely unaccustomed to these people's problems. Now he only asks them to share 50% of the subsidy. Not only does the platform give him free use, but also helps him bear the other 50% of the subsidy. He has opinions on this, and then he will really be asked to pay rent in the future. When he was young, he didn't know how to jump on his feet and curse. In this case, he would conquer them in one go.
Therefore, Ele.me replied to these merchants who had withdrawn from Ele.me: “There is no problem with access, but all subsidies will be borne by the stores themselves. If they do not accept it, their stores will be allowed to go online again.
This move has two effects.
First, these merchants who had previously rejected Ele.me and wanted to compete with the platform all regretted it;
Second, all the merchants who had accepted Ele.me’s request before were very happy.
This is what Li Mu wants.
Kill the chicken to scare the monkey!
(End of chapter)