From December 24 to January 1, within 7 days, residents of Yanjing City suddenly realized that their lives were a little different.

On the road, a group of people wearing yellow and green waterproof clothes were riding electric bikes through the streets and alleys. After asking familiar people, they found out that the two groups of people were from takeaway companies. The ones wearing yellow clothes belonged to a company called Today's Preferred, and the ones in Meituan.

What company is this today's preferred company? It can actually compete for business with Meituan?... Many locals in Yanjing became curious. During this period, Meituan's Yanjing was very famous because of the former Lashou Network on the subway station, all the advertisements of Wowotuan were replaced by Meituan.

Offline publicity is actually very limited, and online, the two giants are desperately attracting traffic. Behind the Today Youxuan is Toutiao. This news giant with a national installed capacity of over 50 million has become half a national software. In an international metropolis like Yanjing, with a large number of netizens, Toutiao's installation capacity is also an astonishing number. In addition, the accurate recommendation of big data, the installed capacity of Toutiao in Yanjing exceeded one million in 7 days.

However, Meituan is a little stronger. Although the foreign enemies are strong, they have just arrived. Meituan has been operating in Yanjing for several years. The promotion of the APP has started a year ago. Meituan Takeout is directly built on the Meituan APP and has millions of users in an instant. These are still users who often use Meituan and have extremely high consumption desires.

In addition, people who open Meituan basically make good food for food. Takeout can be delivered to your door and there are coupons. As long as you fill in the address, you can eat the same food at home for less money. Why not do it?

A small number of people take both of them, and go to the same side wherever there is a discount.

On January 3, Zhou Yujie rushed to Shanghu and came to the Today Youxuan Yanjing Branch.

After roughly visiting the branch, Zhou Yujie came to an office and smiled and said, "Old Zhu, the download volume of this Yanjing market has exceeded 1.5 million. Thank you for your hard work."

"I should do it, and the Meituan raid made me not expect it to be so fast. The subsidy war has become more and more powerful in the past few days. The hard work is actually the takeaway guys outside." Zhu Wenbin said with some shame.

Although I knew that Meituan would definitely intervene in the takeaway industry, there was no trace of Meituan being prepared before. I didn’t expect that on the same day that Yipin entered Yanjing today, I encountered a surprise attack from Meituan.

Today's Youxuan's installed capacity of 1.5 million yuan is naturally impossible to rely solely on the first day of [Christmas Apple]. From Christmas Day, Meituan and Today's You are getting bigger and bigger in order to compete for users. Today you are 5 yuan, tomorrow I am 6 yuan and the day after tomorrow I am 7 yuan, and I am keeping money on the rise.

The result of the money-stacking subsidy is naturally that the order volume has increased significantly. The deliverymen that were originally prepared were not enough, so Zhu Wenbin immediately mobilized personnel from the south.

But it is difficult for people in the south to suddenly adapt to the weather in the north. After all, it is an unfamiliar place. Even with a map, there are often mistakes. This is the most difficult thing to do, and the front-line deliveryman is naturally the one who is on the line.

However, the opponent Meituan was not much better. The sudden surge in orders caught Meituan off guard. The deliverymen prepared earlier were not enough. Meituan did not have a candidate in other places, but they also had strong points, that is, front-line promotion personnel, who were as familiar with the terrain as couriers, and it would be fine to replenish temporarily.

"It doesn't matter. With Wang Xing's ability, if I really don't do anything, I'm even more worried." Zhou Yujie said with a smile.

Zhu Wenbin asked: "Mr. Zhou, the price war with Meituan has been investing too quickly during this period. It costs millions of RMB a day, and I need higher authorization."

"Yes." Zhou Yujie nodded. The company's financial power is in his hands. Any business department manager involved in the use of large amounts of funds outside the budget requires Zhou Yujie's consent.

This is a system that a large company must have. Other aspects can be delegated power, but personnel and finance cannot.

Zhou Yujie continued, "You plan to keep burning money like this with Meituan in Yanjing?"

Zhu Wenbin nodded and said, "Yes, we are under great pressure, and the same goes for Meituan. As long as anyone stops, there will be no chance again."

"Okay, don't worry about funds. If you want to settle in Meituan in Yanjing, you will be the biggest success." Zhou Yujie agreed.

In the Internet industry, many rely on creativity to win or more advanced technical means, but when it comes to offline O2O industry, burning money is an invincible magic weapon.

Burning money may not necessarily lead to the final victory, but if you don’t burn money, you will definitely not be able to win.

Even though Meituan was very cautious about burning money, it was just compared to other group buying competitors who only knew how to burn money. They still had to burn when they should. Otherwise, no matter how good you do, no one knows what the use of your brand is?

The takeaway industry is the most demanding business in the o2o industry because it involves a huge takeaway team.

The group buying industry has stopped burning money. In a few months, as long as you are willing to burn money, you can promote it a little and circle the merchants and users, and the game can continue to start.

But what about the takeaway industry? When money is stopped, what should so many takeaway workers do? Is it a waste of time? Without work, all the takeaway workers will run away and are easily absorbed by competitors who are burning money. When it comes to the next time, it is not easy to regroup the team, and many things need to be started over.

And this is Yanjing. Since Meituan has started to burn money, it is impossible to stop. If you stop, it is equivalent to admitting defeat. This is a huge blow to morale. This time it stopped in Yanjing. What should I do if I encounter it next time in other cities?

After all, large companies have the consideration of large companies. For example, Ele.me is now small in scale and can easily transfer positions and even investors support them. However, Meituan has entered a new field as a giant in group buying and has admitted defeat before playing much, and the capital behind it may not be willing to support you again.

Zhu Wenbin said: "Mr. Zhou, I still have an idea. Although there is not enough data, judging from the activity of deliverymen on both sides on the market, Meituan's current transaction volume should be similar to ours, and the total subsidy should also be similar.

As long as we increase our efforts, Meituan must keep up. In this way, the funds consumed by the takeaway business will definitely affect Meituan's own group buying business.

Although Meituan now has the largest market share in the group buying field, it is not without competitors. We can cooperate with Dianping.

After returning from Yanjing this time, I am going to ask their senior management to come out and talk.”

"Dianping? Yes, its headquarters is also in Shanghai." Zhou Yujie said with a smile.

Dianping was established in 2003. Its initial business was a discussion platform for the catering service industry. After the rise of group buying business, Dianping did not blindly enter in the early stage. However, in the early 2011, Dianping, who felt that it was about to be eliminated by the market, slowly entered the group buying business.

Because of the large number of basic users and having a long history of cooperation with many merchants, the group buying business is quite successful. In August this year, a venture capital financing of 100 million US dollars was successfully introduced.

In the original history, Dianping encountered a group buying crisis as soon as it began to vigorously deploy group buying. It survived successfully with a lot of funds left in its hands.

Now due to historical changes, we have encountered the chaos caused by Tengxun Alibaba's entry into group buying, which has caused Dianping to not consume its own funds. However, the current Dianping executives' choice is to stabilize themselves, rather than expanding against the market like Meituan.

In the Internet industry, if you don’t advance, you will retreat. Dianping in later generations has never been able to beat Meituan. This operating model that focuses on stability has actually laid the foreshadowing for a long time.

Zhou Yujie continued: "Toutiao will attract traffic to them, but I also hope that they can show an attitude of expansion, at least in the south, to block Meituan."

"Dianping's strategy has always been to seek a slow development model. It is a miracle to survive until now." Zhu Wenbin shook his head and said, "This time he can join forces with us to target Meituan in a constant field. If they don't agree, they will be unable to afford Adou."

For Zhu Wenbin, Toutiao and Meituan have always had a good cooperative relationship. Although they have always been guarding against Meituan, they are the takeaways they made first. Meituan is an invader, so they naturally need to use all means to treat the enemy, including becoming friends with the enemy's enemies.

If you can cooperate with Dianping, Toutiao can get a considerable advertising fee and may achieve the strategic purpose of today's selection, why not do it?

Zhou Yujie nodded and said, "Okay, it will take a long time for Yanjing to burn money. You should return the business to the local team. Go back to Shanghai earlier and direct the market expansion in other places."

"Okay." Zhu Wenbin nodded and agreed.

Zhou Yujie continued: "It is estimated that after the year, today's Youxuan will conduct a second round of financing. This time, more venture capital and funds will be introduced. You need to prepare this series of information, especially future expansion plans."

No matter how lively Yanjing is, today we are preferred to expand in other places. What should be expanded still need to expand, especially Sequoia Capital has recommended teams from more than a dozen cities. Both sides are already making preparations in advance, and the development of new markets is about to begin.

However, so many markets are expanding at the same time, and with Meituan and Ele.me, the 50 million US dollars I just raised, probably won't last long.

In terms of games, overseas returns have increased recently, so I can use Sequoia Capital to increase the capital of Today's Youxuan in proportion.

But let alone whether Sequoia Capital will agree, this approach will separate itself from venture capital.

Especially now that Meituan has entered the takeaway market, Ele.me has also gained some fame, and other small places may have or have appeared new takeaway platforms at any time.

History is different. If you don’t pull strong venture capital into your own line, you will force them to invest in your competitors.

"How much money should be introduced?" Zhu Wenbin asked. He needed to know how much money he could make plans for the future.

Zhou Yujie said: "It should be around 200 million to 300 million US dollars."

Zhu Wenbin said: "If we raise funds, I guess Meituan and Ele.me will also raise funds."
Chapter completed!