Chapter 1586 Cultivate the Inertia of Users

After Li Mu was reborn, he has always been an out-and-out workaholic.

Such hard work is no longer simply for making money, but for the satisfaction of every successful product model.

Without Li Mu, the Internet in this world would develop normally according to the original law, but what Li Mu wanted to do was to break this law and bring those things that would appear in a long time to the present.

It is easy to get the model, but the model can still be successful, which is a test of his ability to control and adapt. Therefore, when he wants to understand the current carrying method and business process of the takeaway O2O business, he immediately Begin to jump in.

Wei Lan was putting a pot on the gas stove to boil water. Seeing that Li Mu was holding the instant noodles absent-mindedly, he stepped forward, took the instant noodles into his hand, and asked him while unpacking, "What are you thinking? It's like you've lost your soul."

Li Mu came back to his senses and said with a smile, "Think of a new business model."

Wei Lan asked curiously, "What mode?"

Li Mu said with a smile, "With the take-out model, what you want to eat in the future, you don't have to go out to eat by yourself, you can just place an order online."

Wei Lan laughed and said: "It's not easy for you to achieve this, go to a nearby restaurant and ask, if they deliver takeout, just ask them for a takeout order and come back, and call them directly when you want to eat. send over."

Li Mu asked her back, "What if I want more options?"

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

Speaking of this, Wei Lan said again: "I have seven or eight take-out orders at home, including noodle restaurants, Sichuan dishes, local Yanjing dishes, and Western dishes. There are many kinds."

Li Mu said: "It's too troublesome, you have to get a lot of menus, these menus only have names but no pictures, no visual experience, and the menus are difficult to update. If the restaurant has a new dish, if you don't change it A new menu you'll never know just by ordering takeout."

Wei Lan nodded: "That's true, so what kind of takeaway are you going to do?"

Li Mu said with a smile: "What I want to do is to add all restaurants in Yanjing to an online takeout platform. Every restaurant has a visual menu, and it is updated in time. You can order what you want, and then place an order to pay. That's it."

"All the restaurants in Yanjing?" Wei Lan said in surprise: "There are some restaurants that don't do takeaway business themselves.

They don't have a delivery person. I have a donkey meat fire downstairs and it's delicious. I always hoped they could open a delivery service, but they didn't have enough staff, so they haven't started it. "

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

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

Li Mu smiled and said, "That's right, wouldn't this provide Yanjing with thousands or even tens of thousands of jobs?"

Wei Lan said: "But the cost is very high. One person's salary is one or two thousand dollars a month. Ten thousand people are 10,000 to 20 million yuan, and one or two hundred million yuan a year..."

Li Mu said: "They don't want me to pay their wages, but the users."

Wei Lan asked: "User? You mean let the user pay the delivery fee?"

Li Mu nodded: "You still need postage to send things. Isn't it normal to pay for food delivery?"

Wei Lan said: "But the unit price of take-out is very low. Sometimes it only costs a few yuan for a meal for one person. You ask him to pay a few extra dollars for the shipping fee. I'm afraid he can't accept it?"

Li Mu smiled slightly and said: "Users' consumption habits are actually cultivated. From a practical point of view, the question you said is correct. You directly asked the key point. Most users are definitely not willing to pay for the delivery fee. In contrast, they may prefer to go out and buy it themselves to save the few bucks in delivery fees.”

Speaking of this, Li Mu changed his words: "But, you must know that people are lazy animals, once a new product saves labor costs for them, it will bring great attraction to them, the only problem is the need for It's just the extra cost."

"So, my idea is that in the first half year or even a year of the takeaway platform, there will be no delivery fee. If the restaurant sells five yuan, I will charge you five yuan, and help you buy it from the restaurant and deliver it to you. "

"In this way, you will quickly accept and quickly rely on this kind of home delivery service that I provide, and over time, I will cultivate a kind of inertia for you, which is called: 'I don't want to go downstairs and buy takeout by myself. , I don't want to go downstairs to eat by myself, I just want the inertia that others send to me';"

"Once this inertia goes deep into the bone marrow, your dependence on me will reach a peak value. At this time, I will tell you, I'm sorry, starting today, we will charge users a delivery fee of three yuan per order. , although you are very reluctant to spend the three dollars, but what you are more reluctant is your inertia in your bones. You will think that if you spend three more, you will spend three more. In short, don't let me buy it myself Just eat."

Wei Lan looked at Li Mu like a monster, and sighed, "You are too cruel to users!"

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

Wei Lan shook his head: "No problem, it's just that I suddenly felt a little scared in my heart. I don't know who else, which industries, and what kind of inertia they have cultivated for me."

Li Mu said with a smile: "That's too much, if nothing else, the bus gives you the inertia of not wanting to walk and ride, the taxi gives you the inertia of not wanting to crowd the bus, and the text message gives you the laziness to talk. Online shopping will cultivate the inertia that you are too lazy to go shopping, so what I want to cultivate next is the inertia of users who are too lazy to go out to eat and buy takeout to go home.”

Having said this, Li Mu added: "Actually, such a takeaway platform not only cultivates the inertia of users, but also cultivates the greed of merchants. For example, a small restaurant with 6 tables has a high turnover rate, and it can be used in one day. There is also a very low ceiling for the number of customers received. Moreover, due to insufficient exposure, he is likely to be full or even empty most of the time. However, if he accesses my takeaway platform, his exposure will be exponential. In this way, even if the carrying capacity in their store reaches the limit, as long as they are still productive, they can sell online, and online takeaways do not need to consider the turnover rate at all ."

"Maybe a store can receive up to 200 customers a day under normal circumstances, but after opening the online takeaway channel, it can sell 500 or even 1,000 takeaways a day, which is a huge new revenue channel for the store. Over time, We will account for more than half of his income, and at that time, they will have a serious income dependence on us, and they will be completely inseparable from us;"

"They can't do without us, so we have to share a piece of the pie with them. Either, I will take a certain percentage of sales as my due reward; or, I will open up resources for sales and hand over platform resources to merchants to bid for purchases. , in this case, as a middleman, I can earn a service fee from both the buyer and the seller, and the profit of the platform will naturally come out.”

Li Mu is very aware of how the Internet affects a person in the long run, how to dig holes for users step by step and let users jump in. When many emerging models come up, they burn money like crazy. Users think they are getting cheap, but in fact they are falling into the other party and digging for themselves. in the pit.

When the taxi software is fighting, the user may only need to pay 5 yuan for the original taxi fee of 20 yuan;

When the takeaway software is fighting, the user buys a takeout of 10 yuan, and it is possible to not spend a penny, and also get a subsidy of 2 or 3 yuan from the platform;

The same is true when various vertical e-commerce websites are fighting each other. When they first come up, they will try to make profits, play an image of "I am a fool X, come and take advantage of me" in front of consumers, and then deceive users into their own pits.

Once these platforms have cultivated the inertia of users to a certain extent, they will immediately turn their faces and refuse to recognize people. The original 20 yuan taxi fee is now 30 yuan, and the peak period rises by 50%, and it costs 45 yuan. Why don't you sit? It doesn't matter if you don't sit, because you won't be able to call a car if you don't;

To put it bluntly, it is to deceive you into the pit with low prices and subsidies first, and when you can't live without him, directly increase the cost and double the money back.

This is the same as the Marlboro cigarette company in the United States gave free cigarettes in the middle of the last century. Are you a smoker? Oh yeah, that's alright, fuck off; what, you don't smoke? Hey, don't go, I'll give you a pack for free, can you try it?

Tobacco companies use a pack of cigarettes to deceive users into the pit, and when users become addicted, they can earn money for 30 years or even a lifetime, which is basically the same as Internet companies.

The CEO of a ride-hailing platform in a previous life also said that the price you increase now is to repay the debt subsidized by Laozi back then.

What he said is true. So much capital has come in tens of billions of dollars crazily, and he is waiting for the day when he will get back even the principal and profit, but his food is too ugly. Back then, he paid 5-10 yuan for a single user. Great to make up 15 yuan, now what? When you go out in a first-tier city, you can easily increase the fare by dozens or even one or two hundred. The increased cost for a single order is at least a few dozen yuan. The interest rate is a bit ridiculously high.

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

The 5 yuan delivery fee is partly the cost and partly the profit retained by the platform;

For a 3 yuan box, the wholesale cost is no more than 30 cents. This money is usually divided between the platform and the merchant. Sometimes, the platform directly asks the merchant to ask for money and hurts feelings, so they come up with such a shameless method. , the packaging fee is 2-3 yuan per order, the merchant takes the small end, and the platform takes the big end, so that the platform has an extra profit, and there is no need to pay money from the merchant's pocket, so both sides are happy, and pit users together. money.

When you pay an extra 8 yuan for an order, it will take an hour for the order to be delivered to you.

If Li Mu starts a little slower and does something like this with other industry giants, then such a bad competition situation will inevitably repeat itself, but if he can do it alone, he can take a good measure, and one is not too much. It hurts the interests of users and businesses, and can ensure that it has a considerable profit margin.