Guo Xiangdong returned to the office and urgently convened the staff of the public relations department to discuss how to deal with the exposure of the 3.15 party.

The employees of the public relations department were gossiping, and the opinions they put forward made Guo Xiangdong frown.

"Mr. Guo, I have an idea. ”

A newcomer who has just joined the company raised his hand and said.

Guo Xiangdong looked up and saw that it was a young man, who seemed to have just joined the public relations department not long ago: "Tell me about it." ”

"That's the case, I think that our blind apology can't reverse the overwhelming doubts about us from the outside world, and we might as well lead the way to the east. ”

Guo Xiangdong became interested: "Tell me carefully." ”

"I plan to use a Weibo verified employee account under our name to post a comment mocking CCTV and transfer public opinion to our public relations department. ”

The idea of young employees is simple, to put it bluntly, it is to deflect public anger.

Guo Xiangdong became more and more interested, and asked, "How are you going to mock?"

"For example, sending a message 'I'm sorry, we forgot to renew the fee for Yang X', I think it should cause heated discussions among the public. ”

After the young employee finished speaking, the other employees looked at him in surprise.

No one thought that a young man who had just joined the company could have such a brainstorm.

Guo Xiangdong's eyes are getting brighter and brighter, and he posted this Weibo, which will definitely attract dissatisfaction from the media and the public.

Even, the pressure on the PR department will be even greater.

But as long as it can deflect consumer anger, isn't that the perfect PR solution?

"Okay, just do as you say, what's your name?"

"My name is Zuo Jie. ”

Guo Xiangdong glanced at Zuo Jie with satisfaction: "I will ask the personnel department to regularize your contract, and you can receive a bonus." ”

Zuo Jie was a little surprised: "Thank you, Mr. Guo." ”

"If there is no other better opinion, just follow Zuo Jie's proposal.

In addition, prepare an internal staff letter for Mr. Zhang, and try to be as sincere as possible.

And then we paid the media to send it out for us. ”

Guo Xiangdong has a lot of experience, but he didn't think of a better idea for a while.

So, soon there was an account with the label of a high-level personal employee of Ele.me, and posted a Weibo: "I'm sorry, we forgot to renew the fee for Yang X today." ”

After that, all the employees who are hungry were asked to retweet.

even mobilized their relatives to repost it, stirring up the popularity of this Weibo.

Some people are led astray without realizing it.

Originally, it was intended to mock Hungry's food safety issues, but it turned out to mock Hungry's public relations team.

Gan Jiawei has been paying close attention to Hungry's actions, and instantly realized that the other party has a master.

At the same time, Ele.me is also actively operating in multi-party public relations through various shareholder relations.

The most obvious effect is that the local Food and Drug Administration in Modu has a symbolic fine of 120,000 yuan, which is hastily settled.

The fine of 120,000 yuan is nothing compared to the financing amount of Eleme.

Gan Jiawei definitely won't let go of hunger so easily, and the same is true for magnesium clusters.

On the point of fighting hunger, the two coincide.

As a result, more and more self-media and reports have begun to return to the topic of food safety.

Hungry also posted an internal email sent by Zhang Xuhao to employees on the Internet, calling on Eleme employees to show the sense of responsibility that a mature company should have.

Gan Jiawei is very disdainful of this, and the emails sent to the company will still be known to the outside world?

Several PR departments have started to fight, but the number of orders on the platform will not deceive.

Hungry Within a week of the end of 3.15, the order fell to the bottom.

Even with high subsidies, it still can't stop the decline of orders.

I had no choice but to do something stupid when I was hungry.

Swipe!

In order to tell a story to capital, the first position in market share must not be lost.

The vast majority of hungry merchants are blatantly swiping orders.

Even the marketing manager of Hungry is responsible for teaching them how to swipe orders.

Judging from the number of orders, it seems that Eleme has not left too much.

Cao Cao Takeaway seized this opportunity and played a wave of positive publicity advertisements at the 3.15 party for free.

The most obvious effect of this wave of advertising is that under the Cao Cao takeaway App in major app stores, it has received rave reviews.

"No wonder Cao Cao's takeaway has such a high evaluation, I thought it was brushed at first. ”

"After watching the 3.15 party, I never ate magnesium balls and hungry takeout in my life. ”

"Cao Cao's takeaway is good, but the number of merchants is a little small. ”

"There are a lot of magnesium balls and hungry, they are all black workshops, I don't dare to order, the dog's life is important. ”

……

Now for the takeaway market, Cao Cao takeaway seized two waves of opportunities and firmly stabilized the position of the top three.

Baidu takeaway completely fell behind, although 3.15 gave Baidu face, but it couldn't stand Baidu's takeaway.

After Li Hong saw the market share report of Baidu, he slapped the table angrily and said: "How do you all do things, what's the use of just having that little fame?"

"Mr. Li, it's all my fault, and I will bear it with all my might. ”

Kong Weibing's face was full of guilt, and he bowed his head and admitted his mistake.

"One to bear?"

Li Hong has always been elegant and easy-going, and at this time, it seems that he wants to choose someone to eat.

"The original third position was completely cut off by you.

Now that the market share is about to be caught up by Ahri's reputation that he doesn't care about, how can you let me continue to support you?"

Kong Weibing lowered his head and hesitated: "Can the group give us some more marketing expenses, we used most of the funds to build a takeaway ecological chain, and now the funds are a little scarce." ”

"You go back first, and I'll talk about it later. ”

Li Hong exhaled softly, not wanting to affect his mood because of the Baidu takeaway.

The fierceness of burning money in the takeaway market far exceeded Li Hong's expectations.

The staircase advertisements of shopping malls and office buildings across the country have magnesium groups, are you hungry, and Cao Cao takeaway.

It is almost to the extent that white-collar workers are well known.

In contrast, Baidu's delivery did stupid things all year last year.

It seems to have built a takeaway ecological chain composed of central kitchens, fresh food, food supply, supermarkets, crowdsourcing, etc., which has strengthened its competitiveness.

In fact, a large number of resources have been lost in the B-end and C-side, and finally the white-collar market that once occupied an advantage will be handed over to the other three.

"Stupid!"

Li Hong really had nothing to say to Kong Weibing.

But if you give up so easily, it's a little reluctant.

The transaction volume of the food delivery market has increased significantly this year.

Many institutions predict that the transaction volume of the takeaway market is likely to exceed 100 billion yuan this year.

There is no doubt that the takeaway market is a big track.

It's just a negligence on the part of Baidu's takeaway, which makes his advantages come to naught.

Li Hong stood up and saw a building not far away in front of the floor-to-ceiling window with a building advertisement for Cao Cao's takeaway, and his face was complicated.

A new rising star can beat them and retreat.

Back at his desk, Li Hong called Kong Weibing.

"Give you another amount of money, and if you haven't gained market share, you don't have to do it. ”

"Mr. Li rest assured, we will do our best to reverse the decline. ”

Kong Weibing hurriedly assured that he was finally looking forward to this life-saving money.

Baidu, who got the money, finally didn't do anything stupid this time.

Like its peers, advertise buildings, recruit riders, and subsidize businesses and users.

Hungry is still stuck in brushing, and only Zhang Xuhao knows the moisture in the order volume.

The other two kept pouring dirty water on the hungry, and the speed at which they washed it was not as fast as it was.

Zhang Xuhao didn't give up when he heard that Baidu Takeaway didn't give up, and even dared to play subsidies, and said disdainfully: "No matter how bad we are, it's not something that the Kong guards can covet." ”

Kanga, they don't care too much about Baidu's takeaway, they care more about the white-collar market.

Through the analysis of user data, Kanga calculated that the white-collar market accounted for 60% of the takeaway market, and the campus market accounted for 30%.

In the campus market, Eleme's position is difficult to shake.

But for the white-collar market, the development rate of Eleme is a bit slow.

White-collar workers value the efficiency of delivery, and this experience can make them accept a higher average customer value.

"The number of crowdsourcing riders needs to increase. ”

Zhang Xuhao's requirements for the delivery department are dead: "I hope to see the number of crowdsourcing riders exceed one million in June." ”

Zhao Hui smiled bitterly in his heart, in just three months, it is not easy to more than double the number of crowdsourcing riders.

In the above sentence, the bottom ran and broke the leg.

Zhao Hui understands the importance of riders, and recently the orders of Eleme have declined, and many riders have started to run to the other two.

However, several other companies that are very unscrupulous offer high prices to seduce their riders.

Crowdsourcing riders, who already lack loyalty, naturally wish they were competing as fiercely as possible.

……

There is a post on Zhihu about "What do you think is the greatest evil of human nature?".

A young man named Wei Zexi used his own treatment process to answer this question and completely detonated public opinion on the Internet.

At first, it was just a netizen who had been a reporter before, and he posted a Weibo casually.

He just wanted to complain about the story of seeing Wei Zexi by chance, and check it on Baidu.

The hospital that killed Wei Zexi even appeared at the top of the bidding ranking recommended by Baidu.

At first, his Weibo was not reposted at all.

It wasn't until a doctor forwarded it that the incident began to be discussed among the doctors.

"A department contracted by a private hospital bought a ranking online at a high price.

The use of biological immunotherapies, which have been eliminated in the United States, to coax patients and take a precious life. ”

Then came "Medical Bidding Ranking, an Evil Advertising Model", "A Young Man Who Died at the Hands of Baidu and Private Hospitals" and other articles began to go viral.

Even on the second day, this topic gradually became hot, attracting more and more netizens to discuss it.

At first, Baidu didn't take it seriously, but by the time the situation expanded, it was too late to react.

The people's long-standing anger exploded with the loss of this young life.

Baidu's pale apology and explanation could not stop the stock price from plummeting.

On May 3, Baidu's opening stock price began to plummet.

By the end of the day, the stock price had fallen by nearly 8%, and its market value had evaporated by more than $5 billion.

At this time, Baidu finally realized the seriousness of the situation.

All kinds of public relations means came out and kept apologizing to the outside world.

After Chen Dongcheng saw the news, he realized that Baidu was finally going to transform.

Once Baidu completely bets on artificial intelligence, O2O businesses like Baidu's takeaway, which are not closely related to the future artificial intelligence strategy, are probably not within their scope of concern.

Chen Dongcheng saw a reporter report that Wei Zexi's parents borrowed more than 200,000 yuan in order to treat him.

Let Xie Jingyu contact the other party to help the other party repay this debt.

From a certain point of view, Wei Zexi's affairs, several other food delivery platforms are beneficiaries.

Now even Baidu's own internal affairs are busy, how can he care about the life and death of a subsidiary like Baidu's takeaway.

Sure enough, Baidu began to sell Baidu's takeaway and Baidu's glutinous rice.

Peng Zhijian is well-informed, and when Chen Dongcheng eats with him, he listens to his analysis of the cocoon.

Li Hong is extremely sensitive and concerned about the capital market, and since December last year, he has shifted the focus of Baidu to the financial business, and also established the Baidu Financial Services Business Group.

It's just that he didn't expect that a few of you would choose subsidies so decisively.

Coupled with the strategic mistakes of the Kong guards, the fighters were delayed. ”

Peng Zhijian said with a smile in his eyes: "You really dare to burn money, according to the rules of the takeaway industry, the subsidy is 5-6 yuan per order."

If you have a daily order volume of 1 million, it means that you will lose 5 million to 6 million per day.

The monthly subsidy alone is more than 150 million yuan. ”

Chen Dongcheng said with a smile: "This is not counting the video advertisements we put in the office elevators, building advertisements, and employee expenses......

After all, the loss of 200 million a month is already very good.

Peng Zhijian shook his head and sighed: "Therefore, Li Hong is not interested in Baidu takeaway.

Recently, they also approached me and asked me if I would be interested in investing in the B round of Baidu.

They have lowered their valuation to $1.2 billion and intend to raise $300 million.

I'm not interested at all, and their current daily order volume is only about 500,000, which is far less than a few of you. ”

Compared with Kong Weibing, Peng Zhijian is more optimistic about Gan Jiawei, who was born in Ahri and built an iron army for the magnesium regiment.

It's also an investment, why don't you invest in Cao Cao's takeaway with potential.

Do you have to run to Baidu's takeaway, which Baidu itself has given up?

Peng Zhijian continued: "Li Hong is more interested in Xinmeida, but his appetite is a little bigger.

He plans to pay $3 billion for Baidu's takeaway and Baidu's glutinous rice, and then join hands with Ctrip to inject $1 billion each into Xinmeida.

The hotel and tourism businesses of magnesium group and glutinous rice were merged into Ctrip.

Then let Ctrip and Magnesium Group jointly establish a new online travel platform.

Meituan's existing hotel and tourism business group is the main operating entity.

It focuses on the low-cost hotel tourism market and is owned by Ctrip.

If the entire transaction can be completed, Baidu will own about 30% of the shares of Xinmeida.

Li Hong served as the honorary chairman of Xinmeida, and Wang Xing continued to be the CEO. ”

After hearing this, Chen Dongcheng sneered: "Li Hong, what they think is quite good. ”

The magnesium group doesn't care about the market share of glutinous rice at all.

Glutinous rice and Baidui takeaway combined, are not worth $3 billion.

Peng Zhijian smiled: "Who said no, Wang Xing is particularly short of money now, don't look at the fact that they raised 3 billion US dollars in January, and the scenery is unlimited."

In fact, a lot of the money was used to buy Ahri's old shares.

Coupled with the cash-out of the founding team of Dianping, and the exit of other early-stage investors.

The amount of money that has been put into the account of Xinmei is far less than $3 billion. ”

At the end of the day, the magnesium group is still short of money.

If there was really no shortage of money, they would have invested a lot of money to reduce the dimensionality of several others, and there would be no scene of competition between the three companies today.

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