Corporate Image!

This is what Su Wang focuses on shaping, and the image in the hearts of users and audiences often determines the success or failure of a product.

The reason why users use this software instead of that software for the same product and the same price is that the favorability of the software in the user's mind is higher than that of other software.

How did this favorability come about?

In addition to the user experience, it is more about the media information that comes from the outside and comes into contact.

On this platform, users can directly talk to the company's official WeChat, and what Su Wang wants to position Meituan is the image of being close to the people, rather than a cold corporate image that stands tall.

The company decided to set up an online public opinion department, with Shen Zidong as the head of the department, and the responsibility of the department is to maintain the company's image on the Internet and occupy the content output market. ”

Internet Public Opinion Department!

This is a nice way to say by Su Wang, simply put, it is a naval department.

It is undeniable that there are drawbacks to the way the water army spends money to post and reply, but for an enterprise, especially an Internet company, the water army is sometimes indispensable.

To give a simple example, in the past, when a movie was released, it may have relied on the popularity of the leading actors, and some media reports to attract users, but with the development of the mobile Internet era and the prosperity of the self-media industry, the publicity and distribution methods of many film companies have changed.

For a movie, assuming that the shooting cost is 100 million, the cost of publicity and distribution may be as high as 30 million, and among these 30 million, the amount of traditional media will not exceed 10 million, and more of them are invested in self-media.

Those who share the movie, even if it is touted, but the recognition of these contents by netizens is higher than the press releases issued by some media.

Why?

In his previous life, Su Wang had discussed it with several author friends.

In the end, it was concluded that there was a loss of trust in the public side.

This public party covers a wide range, to sum it up in one sentence, that is, enterprises, groups or organizations, compared to those self-media, there are some big Vs and Internet celebrities, which gives people a sense of intimacy.

Maybe there is a team behind these self-media authors and Internet celebrities, but most of them choose to ignore it, because they lose trust in the "public", they feel that these self-media authors and Internet celebrities are one-to-one communication with themselves, and feel that they are more authoritative.

There are many reasons for the formation of this atmosphere, the credibility of domestic experts and professors has disappeared, and this kind of self-media authors and Internet celebrities from an individual point of view make the public feel that everyone belongs to the same camp.

Authoritative, one-to-one, this is the development trend of propaganda in various industries in the future, sometimes many netizens buy a thing, or download a software, it may be because of a certain comment, because of an article by a so-called professional.

……

The meeting, which lasted for more than two hours, finally determined the company's response plan.

And when Su Wang and the team were discussing how to get rid of Dianping and Koubei.com, Dianping was also holding a meeting at the moment.

"Speed up the review, our goal is to take down all the merchants in Beijing in three months, and a large number of advertisements and subsidies, you don't need to worry about the company's funds, Tencent has already negotiated and will invest 200 million US dollars." ”

"At the same time, for the merchant review system, we will control it, and tilt the resources of new merchants, and we must keep them on our platform. ”

Zhang Tao looked at his subordinates, and his expression became serious, "Everyone, we underestimated Meituan, Meituan's ambition I believe you have seen it through Su Wang's interview, now is the time for a critical battle, we have many years of business experience than Meituan, this battle victory must belong to us." ”

……

Word-of-mouth headquarters!

"According to the analysis, the company will not enter the group purchase model, our goal is to maintain the user relationship between merchants and customers, based on this, the company will spend a lot of money to develop a service provider system to help merchants acquire new customers and maintain old customers. ”

Fan Chi pointed to the large computer screen behind him, which was densely analyzed with data, and he and his team did a careful analysis of this data, and finally felt that they would not participate in the upcoming group buying war.

The reason is very simple, in Fan Chi's view, many users who receive group purchase coupons are originally going to this merchant to fix consumers, which leads to merchants and platforms wasting a lot of group purchase funds to subsidize some loyal users, and merchants pay rent offline, in fact, they can also acquire certain new users, and these rents are quite traffic fees.

"Therefore, what we want to do is to provide operational services to some merchants who are not good at operation, the service is not provided by our company on its own initiative, but through the intermediate service platform, I call this platform word-of-mouth, which brings together some individuals or institutions who are good at operating Internet marketing and membership services, so that merchants can decide whether to market through these institutions. ”

"Ladies and gentlemen, this is the biggest battle of our word-of-mouth network, and it will also be a battle against the water, and the success or failure depends on everyone's efforts. ”

Fan Chi clasped his hands, in fact, after Koubei was acquired by Yahoo and Ali in the end, after the glory at the beginning, it has now begun to decline a little, and there is even news within the group that if Koubei fails to get up, it may be closed.

The contest between the three parties officially began after this meeting.

……

"Shocking, Meituan launched an unconditional refund, and tens of millions of guarantees were invested!"

"Dianping has teamed up with merchants to launch a ten-city group buying activity, and you can enjoy a seafood meal with a minimum of 1 yuan. ”

"Koubei once again made efforts to launch a word-of-mouth customer platform to solve marketing difficulties for merchants. ”

In first-tier cities, major subways and buses, as well as shopping malls and other crowd gathering places, the advertisements and event posters of these three companies can be seen everywhere, which makes the people a little confused.

Suddenly, like a night of spring breeze, thousands of trees and pear blossoms bloom!

This poem is used to describe the advertisements of these three companies, and many users are attracted by the advertisement, and after registering, they log on to the website and find that it is really what the advertising slogan says.

On the Internet, some users posted that they placed an order for a seafood meal on Dianping for a dollar, and some Meituan users found that after entering the homepage of the website, a page popped up, that is, to download the Meituan mobile APP software.

Download to get your first order free!

After downloading, users who meet the conditions can be free for the first order, and even if there is no free, there will be many red envelope reduction coupons, the most important thing is that the user posts a screenshot of the meal, after downloading the Meituan app, there is a function of summoning good friends, click the button, an invitation code will appear, as long as a friend downloads the Meituan app, fill in the invitation code when registering, friends can also get a random amount of reduction and exemption coupons on the original discount, and I will get a cash red envelope.

The red envelope can be withdrawn through the micropayment bound to Meituan.

Pull people's heads and earn cash red envelopes!

Very rough promotion plan!

"Meituan has a lot of money and has no place to burn?"

When Zhang Tao of Dianping and Fan Chi of Koubei learned about Meituan's promotion plan, both of them had shocked looks on their faces.

Don't look at their discounts, but many of them have some routines, such as the 1 yuan to enjoy the seafood feast, first of all, the quantity is limited, and secondly, it is necessary to meet certain conditions, such as spending almost 500 yuan on the website, so that you are qualified to compete.

To put it bluntly, although there will be losses, there will definitely be no losses.

But Meituan's current model is to completely throw money, invite users to get cash red envelopes, how much money is enough to burn.

"Let him burn, I don't believe he has endless money. ”

This is the common idea in the hearts of Zhang Tao and Fan Chi, they believe that Meituan will definitely not be able to burn, and will eventually change the rules, and it is even very likely that the so-called cash red envelope is a disguise, and in the end the user will not get the money at all.

When this happens, they will find someone to write some articles to hack Meituan, and Meituan's reputation will be completely ruined.

However, what Zhang Tao and Fan Chi didn't know was that the reason why Su Wang dared to burn money like this was not only to promote the Meituan app, but more importantly, for micropayment.

This cash red envelope can only be used by those who have opened micropayment, so those who want red envelopes need to register a micropayment account, and after registration, if you want to withdraw cash, you must bind a bank card.

Will most people withdraw a few or dozens of dollars in Alipay?

The answer, of course, is no.

Since it will not be withdrawn, there is a high probability that if it is a user who is not at ease with micropayment, he will consume it, whether it is consumed in Meituan or not, even if it is used to recharge any Q coins or phone bills, it will also promote the use of micropayment.

Once the usage rate of micropayment increases, then those merchants will also become very active in the docking of micropayment, which is a virtuous circle.

In comparison, this cash red envelope is nothing in Su Wang's opinion.

Su Wang's goal for the company's employees is to burn the billion cash and burn users within three months.

Now that the Thousand Regiments War is gone, the War of the Three Kingdoms is a matter of real money, and whoever has more money will win.

Micropayment Qin Jiong's side also fully agrees with Su Wang's plan, the current micro-payment, in fact, relies more on Kaixin.com, Fanfu.com and Meituan, among which the usage rate of Meituan users is the highest.

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