Lu Yunhao never imagined that Li Mu would actually play a life-and-death game for him.
It is mandatory for Ele.me merchants not to connect to Niu Takeaway. Isn’t this a bandit? !
Lu Yunhao was angry and scared. He was angry because Li Mu played too hard, and he was afraid that Li Mu would strangle the cow to death with this move.
Li Mu's thinking is simple. You, Lu Yunho, took money from American capitalists to make beef delivery. It seems like normal competition, but behind the scenes, you want to take advantage of the Wall Street capitalists' hatred of me to gain access to me.
Since your motives are not pure, and you have repeatedly bounced around the Shanghai stock market, I will simply give you a strong dose of medicine to let you experience what is called a dimensionality reduction attack.
At present, the business model of the Internet industry is still in the exploratory stage, so there are no regulations that clearly restrict the platform from forcing merchants to choose one of two multiple-choice questions. It is better to imitate the 3Q war of the year and directly block you from the source.
Of course, Li Mu would not be as crazy as Teng Xun and directly force hundreds of millions of netizens to choose between QQ and 360.
He doesn’t want to make the matter so big. It has nothing to do with him whether the user wants to use Ele.me or Niu Takeout, and he won’t interfere. However, he wants to let the merchants choose between the two and let the merchants make their own decisions. If they prefer to follow Ele.me If you want to make money with Niu Takeout, then give up Ele.me. If you want to make money with Niu Takeout, then give up Ele.me.
Moreover, all notifications are not in the form of documents, but directly called by the merchant manager, so consumers have no idea that Li Mu is forcing merchants to choose one of two multiple-choice questions.
In fact, this trick was used by many platforms in later generations.
When Pinxixi rose rapidly, it had a huge impact on Ali. Because Pinxixi focuses on sinking the market and has a huge number of bottom-level users, many brands took the initiative to develop their efforts on the Pinxixi platform in order to expand sales. .
In order to restrict the development of these brands on Pinxixi, Ahli has implemented restrictions on the official flagship stores of many brands that have joined Pinxixi. Maybe a certain brand was still making money on Ahli’s Tmall platform last month. It can reach tens of millions, but after the current limit, you will not be able to make even one million, and you may even lose money.
However, if Ali used this method at that time, it would actually be difficult to shake the foundation of Pinxixi, because the real foundation of Pinxixi is not those real well-known brands, but those copycat brands.
For example, when Pinxixi came to Pinxixi, there were at least dozens of copycat brands of Pampers diapers. They were the main sales force on Pinxixi. Even if Ali restricted the official presence of Pampers in Pinxixi, there would still be There is no way to restrict those copycat brands from entering and selling well.
It can be said that copycat brands are the real front for Pinxixi to resist. Pinxixi dares to let the copycat "Bangbaoshi" sell one million orders a month, but Taobao dares not let the brand "Bangbaoshi" settle in , In this way, Pin Xixi has a rear area to avoid attacks.
However, Li Mu now has the advantage and initiative over Ah Li. Niu Waimai is now being crushed by him in all directions, and there is no way to find any rear area.
So far, thousands of restaurants in Shanghai have joined Niu Takeaway, but tens of thousands of restaurants have joined Ele.me. Moreover, all merchants who have joined both platforms have found that Niu Takeout’s orders are far inferior to those of Ele.me. Much.
Moreover, Niu Waimai has always had problems with delivery timeliness, resulting in frequent user complaints. Therefore, merchants’ impression of Niu Waimai is not very good.
Now Ele.me asks them to do multiple-choice questions. Although they are reluctant, they instinctively choose to continue to cooperate with Ele.me. After all, their goal is to make money.
Now, Niu Waimai's original shortcoming of insufficient delivery capacity has immediately become its longest weakness, because the merchants who cooperate with them have chosen to close their online stores on Niu Waiwai.
On the first day when the Ele.me notice was issued, Niu Waimai's franchise restaurants dropped from more than 3,000 to less than 100 in one fell swoop.
A large number of highly paid motorcycle riders and bicycle riders simply wait for orders in front of these stores, so that there are at least ten riders watching in front of each store.
Due to the plummeting number of stores, users in some areas who could originally find dozens of restaurants within a radius of five kilometers can now not find even one.
After all, the distribution of less than a hundred restaurants is not so even.
Lu Yunhao went crazy after listening to the data reported by Zheng Chao.
Doesn't this cost people's lives
No matter how Li Mu suppressed him before, he could at least survive.
However, as soon as this trick came out, he was immediately paralyzed.
The essence of takeout O2O is Taobao, which specializes in selling food and beverages. If all Taobao merchants suddenly withdraw, what else can Taobao do
Lu Yunhao’s first thought was to use money to subsidize merchants and make them give up Ele.me for the sake of money, but after thinking about it again, he felt that this method might not be feasible.
First of all, merchants’ income from Ele.me is obviously much higher than that from Niu Takeaway. If they want them to give up Ele.me, they must at least make up for the difference and then provide certain benefits. However, in this way, a single The daily subsidy amount for a store may exceed a thousand yuan, and the subsidy amount for thousands of stores is simply an astronomical figure.
Moreover, who can ensure that Li Mu will not give subsidies
Looking at Li Mu’s current gameplay, he has brought in YY coins. It is obvious that he is investing all his resources to help Ele.me win. This kind of almost costless transaction will definitely increase the number of users and orders of Ele.me. In this way, the income of Ele.me merchants will be higher. If you still want them to not defect, the maintenance cost will be higher and higher.
In this case, I can't afford it at all. After all, my cost consumption in user subsidies and rider subsidies has reached astronomical figures. If merchant subsidies are also included, it means that Niu Waimai has to subsidize the entire O2O food delivery. For all links in the industrial chain, the cost is simply terrible. Let alone tens of millions of dollars, hundreds of millions of dollars may not be able to bear such a burn.
However, if we can't find a way to get merchants to stay, then Niu Waimai can really close down. Since we are engaged in food delivery O2O, we can't invest in restaurants by ourselves just because there are no third-party merchants, right
Lu Yunho realized that this was very likely to be a disaster, so he immediately asked IDG Capital for help.
IDG also didn’t expect that Li Mu could use such shameless means to curb the development of beef delivery. The only thought that came to mind was to report and complain to the relevant departments, complain about Li Mu and Ele.me’s malicious competition, and complain about Ele.me’s monopoly. market.
At the same time, IDG also provided a team of lawyers who immediately went to Niu Waimai to provide legal assistance to Lu Yunho.
However, they are not sure whether such reports and complaints will be effective, so they can only treat them as dead horses.
The relevant departments quickly responded:
First, there is no direct evidence that can prove the fact that Ele.me has issued a message to merchants forcing them to choose one of the two. Even if there is not even a recording, all the evidence that Niu Waimai's legal team can provide is that they do not want to be named. The verbal statements provided by the merchants, in other words, the recordings cannot be directly admitted as evidence, let alone this;
Second, even if Ele.me does force merchants to choose one of the two, it does not constitute malicious competition because according to legal provisions, Ele.me has not counterfeited the Niu Waimai trademark, damaged the reputation of Niu Waimai, published false advertisements, or violated consumer regulations. There is no intention of the seller, there is no low price dumping, and this does not include Ele.me’s verbal requirements to the merchants;
Third, the antitrust law has not yet been implemented;
In other words, they cannot use laws and policies to fight back against Ele.me.
The next day, there were still more than 70 Niu Takeaway shops left.
On the third day, there were still more than 50 Niu Takeout stores left. These 50 or so shops could not make money on Ele.me, Niu Takeout, or even physical stores. To the end of the money crane.
What’s interesting is that these fifty merchants at the end of the crane have been reborn in beef delivery.
Because Niu Takeaway's subsidies are very strong, some users have not used up their coupons, so they can only choose one of these fifty stores to place an order. As a result, the business of these fifty merchants finally improved, and they immediately Niu Takeaway became En Tong's bread and butter.
Lu Yunho stayed up for three days, waiting for IDG's legal team to make a breakthrough, but the legal team also made no progress.
Therefore, Lu Yunhao repeated his old tricks and wanted to personally set Li Mu on fire.
He spent millions of dollars to lure several stores that had given up on Niu Takeout to resume cooperation with Niu Takeout.
Later, after their store was closed, he immediately instructed these people to protest on Weibo, saying that he still used Niu for takeout, but Ele.me closed his store, hoping to create public pressure on Li Mu.
Li Mu didn't give any response directly, but asked his subordinates to change their approach.
Later, Ele.me announced that the store was closed due to technical issues and would be back online as soon as possible.
The melon-eaters saw that it was a technical problem, so they stopped paying attention to this topic.
Lu Yunho thought he had caught Li Mu's weakness and thought he would be able to reverse the situation soon.
But the unexpected result was that although these stores were back online, their order quantity dropped sharply to less than 5% of the previous level!
What’s more, I could get hundreds of orders a day from Ele.me, but after it came back online, I only received one order a day from Ele.me.
The reason is that Li Mu asked technicians to strictly limit the traffic of these shops.
Current limiting is written in the internal code through technology. On the surface, you can only see the results, but you can't find any actual evidence.
To put it in layman's terms, it means smiling on the face but MMP in the heart.
These merchants did not expect that the losses would be so huge. They immediately called for consultation and protest, but to no avail.
Ele.me directly told these merchants that they are only responsible for normal visits to the store and are not responsible for whether the store's traffic is high or low.
Lu Yunho even personally called the owner of one of the merchants to protest, and even scolded her directly on the phone: "I know you deliberately adjusted the algorithm! Do you think we are using Niu Takeout and want to punish us? Let me tell you, if If you don’t restore the algorithm, I will report it to the relevant departments!”
The customer service told him directly: "I'm sorry, sir, the algorithm is the responsibility of the technical team and is not within the scope of our customer service department's responsibilities. Moreover, the algorithm is the company's technical secret and cannot be disclosed to you. Please forgive me."
(End of chapter)