Rebirth in a Perfect Era Chapter 1586: Cultivate user inertia

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After the rebirth of Li Mu, it has always been an out-and-out workaholic.

Such hard work is no longer just for making money, but for the satisfaction of each product model success.

If there is no Li Mu, the internet of this world will develop normally according to the original law, but what Li Mu wants to do is to break this law and bring those things that will appear long after the same to the present.

It ’s easy to take the model, but the model can be successful, which is a test of his ability to control and adaptability, so when he wants to understand the current bearing method and business process of the takeout O2O business, He immediately started eager to try.

Wei Lan was putting a pot of boiling water on the gas stove. Seeing that Li Mu was holding instant noodles absent-mindedly, he stepped forward and took instant noodles into his hands. While unpacking, he asked him, "What do you want ? Like a lost soul. "

Li Mu has recovered, said with a laugh: "Think of a new business model."

Wei Lan asked curiously: "What model?"

Li Mu said with a laugh: "The food delivery mode, what you want to eat in the future, you do n’t need to go out and eat, just place an order online."

Wei Lan haha ​​smiled and said: "You want to achieve this is not easy, ask the nearby restaurant, if they send takeaway, ask them to get a takeaway list back, just call them directly when you want to eat Send it to you. "

Li Mu asked her in reverse: "What if I want to have more choices?"

Wei Lan said: "Then you will find more restaurants and take more takeaway orders."

Speaking of this, Wei Lan said again: "I have 7-8 takeaways in my house, there are noodle restaurants, Sichuan cuisine, Yanjing local cuisine, and Western food, there are many."

Li Mu said: "This is too much trouble. You have to get a lot of menus. These menus have only names, no pictures, no visual experience, and the menus are also difficult to update. If a new menu is introduced in the restaurant, if you If you do n’t change a new menu, you will never know just relying on takeout. "

Wei Lan nodded: "This is the case, what kind of takeout are you doing?"

Li Mu smiled and said: "What I want to do is an online takeaway platform that includes all restaurants in the Yanjing. Each restaurant is a visual menu and is updated in time. Just order what you want, and then click Single payment is enough. "

"All the restaurants in Yanjing?" Wei Lan said in surprise: "Some restaurants do not take out their own food. They do n’t have a person responsible for delivery. I have a donkey meat downstairs and it ’s delicious. I I always hope that they can open a delivery service, but they have not enough staff, so they have not launched. "

Li Mu said: "So my takeaway platform does not require the store to deliver it myself. I will set up a special delivery team to be responsible for the delivery."

"Deliver the team?" Wei Lan exclaimed: "Does this require a lot of people? It is estimated that the Yanjing alone needs a few thousand people."

Li Mu said with a smile: "Yes, can't this provide Yanjing with thousands or even tens of thousands of jobs?"

Wei Lan said: "But the cost is very high, one person pays a thousand or two thousand dollars a month, ten thousand people is one 20 million, one hundred to two hundred million a year ..."

Li Mu said: "They don't want me to pay out their salary, users come out."

Wei Lan asked: "User? Are you saying to let the user pay the delivery fee?"

Li Mu nodded: "If you send something, you have to post it. Isn't it normal to pay for the meal?"

Wei Lan said: "But the unit price of takeaway customers is already very low. Sometimes it costs a few Yuan for a person to eat a rice bowl. You ask him to pay an additional Yuan freight for these Yuan rice bowls. I'm afraid I can't accept it? "

Li Mu smiled slightly and said: "Users' consumption habits are actually cultivated. From a practical point of view, you are right about this question. The key point is directly asked. Most users are definitely unwilling to deliver. Pay the bill, in contrast, they may be more willing to go out and buy it themselves to save these Yuan delivery fees. "

Speaking of this, Li Mu remarked: "However, you must know that people are lazy animals. Once a new product saves them labor costs, it will bring them great attraction. The only thing The question is how much additional cost do I have to pay. "

"So, my idea is that during the first half of the delivery of the delivery platform or even a year, no delivery fee is charged. If the restaurant sells five yuan, I will charge you five yuan, and help you buy it from the restaurant and send it to you. In hand. "

"In this way, you will quickly accept and quickly rely on the door-to-door service provided by me. Over time, I will cultivate an inertia for you. This inertia is called:" I do n’t want to go down on my own. Buying food from the floor, do n’t want to go downstairs to eat by yourself, just want the laziness that others deliver to me; "

"Once this kind of inertia penetrates into the bone marrow, your dependence on me will reach a peak. At this time, I will tell you, sorry, we will charge users a delivery fee starting from today. Single three yuan, you although are very reluctant to these three Yuan, but you are more reluctant, it is your inertness in the bones, you will think, if you spend three more, you spend three more, in short, do n’t let me buy it, Just eat it yourself. "

Wei Lan looks like a monster like looks at Li Mu, and sighs: "You are too ruthless about users!"

Li Mu smiled and asked: "Is there a problem?"

Wei Lan shook his head: "It's okay, but I suddenly felt a little fear in my heart. I don't know who else, what industry, and what inertia I have cultivated."

Li Mu smiled and said: "That's too much, let alone say, the bus trains you to be inert without wanting to walk and ride a bicycle, the taxi trains you to develop a kind of inertia that doesn't want to squeeze the bus, and the text message to you If you are too lazy to talk, Online shopping will cultivate the laziness of you too lazy to shop, so the next thing I want to cultivate is the laziness of users who are too lazy to eat and to buy takeaway home. "

Speaking of this, Li Mu said: "In fact, such a delivery platform not only cultivates the inertia of users, but also the greed of businesses. For example, a small restaurant with 6 tables has a high turnover rate. There is a very low ceiling for the traffic that can be received in one day, and because of insufficient exposure, he is likely to be dissatisfied or even empty most of the time. However, if he accesses my takeaway platform, his display will get With exponential growth, users can place orders directly on the Internet. In this way, even if their load-bearing capacity in the store reaches the limit, as long as they still have productivity, they can sell online, and online takeout and takeout are completely unnecessary. Turnover rate. "

"Maybe a store normally receives up to 200 guests a day, but after opening an online takeaway channel, it can sell 500 or even 1,000 takeaways per day, which is a huge new revenue channel for stores Over time, we will account for more than half of his income. By that time, they will have a serious income dependence on us, and we cannot do without it; "

"They can't do without us, then we will share a slice of soup with them, or, I will take a certain percentage of the sales as my due compensation; or, I will open the resources to sell and give the platform resources to the merchants Going to bid to buy, in this way, as an intermediary, I can earn a service fee from both buyers and sellers, and the profit of the platform will naturally come out. "

Li Mu knows how internet affects a person in the long run, how to dig a hole for users step by step to let users jump in. Many emerging models come crazy to burn money, users think they have picked up small advantage, in fact, they are falling into each other Dig into the pit for yourself.

When the ride-hailing software fights, the user ’s original taxi ride fee of 20 yuan may only cost 5 yuan;

When the takeaway software is fighting, users buy a takeout of 10 yuan, it is possible to spend a penny without spending, and also get a subsidy of 2, 3 yuan from the platform;

It's the same when all kinds of vertical e-Commerce website fight together, come up with a favor, play an image of "I am a silly X, come and take my small advantage" in front of consumers, and then deceive users into their own pits.

Once these platforms have cultivated the user's inertia to a certain level, they will immediately turn their faces and do not recognize people. The original taxi fare of 20 yuan is now 30 yuan. The peak period is 50%, and 45 yuan is needed. Do you not sit? It does n’t matter if you do n’t sit because you ca n’t get a car without sitting;

To put it bluntly, it is to deceive you into the pit with low prices and subsidies first, and wait for you to leave him, directly increase the cost, and double the money to earn back.

This is the same as the Marlboro Cigarette Company of the United States who sent cigarettes free of charge at entire US in the middle of the last century. Are you a smoker? Oh yeah, that's okay, get out of the calf; what, don't you smoke? Hey, do n’t go, I ’ll give you a pack for free.

Tobacco companies use a pack of cigarettes to trick users into pits, and wait for users to become addicted, earning him 30 years or even a lifetime of money, which is basically the same as internet.

The CEO of a ride-hailing platform of previous life has also spoken. The price you are raising now is to pay back the debt that the old man gave you.

What he said is also true. So many capitals come in tens of billions of USD, waiting for the day when the profit is recovered, but his food is too ugly. It ’s 10 yuan, so I ’ll make up 15 yuan. What about now? When you go out in a first-tier city, you can easily pay tens or even one-hundred or two hundred for the fare, and the cost of a single increase is at least a few tens of yuan. This interest can be a bit ridiculously high.

Also, there is no subsidy for a takeaway for 10 yuan. Some unsightly platforms will not only charge you a 5 yuan delivery fee, but also a 3 yuan packaging fee.

In the 5 yuan delivery fee, part is the cost and part is the profit retained by the platform;

3 yuan packaging, the wholesale cost does not exceed three cents. This money is generally divided between the platform and the merchants. Sometimes, the platform directly finds merchants to ask for money and hurts the emotions, so I do n’t want to make such a do n’t The means of face, 2-3 yuan per order packaging fee, the merchant takes the small head, the platform takes the big head, so that the platform has an extra profit, and no longer need to draw money from the merchant's pocket, so happy on both sides, together Pit users' money.

When you pay an additional 8 yuan for an order, the time this order is delivered to you is an hour. If you are not convinced, you will go out and eat for yourself.

If Li Mu starts slower and does this kind of thing with other industry giants, then it will inevitably repeat this bad competition situation, but if he can do it alone, he can set a good standard, one Not only does not harm the interests of users and businesses too much, but also ensures that it has a scale of considerable profitability.