Chapter 1782 Dimension Reduction Strike

Lu Yunhao never dreamed that Li Mu would actually play a life-and-death game for himself.

Is it not a robber to force Ele.me merchants not to access beef delivery? !

Lu Yunhao was angry and afraid. He was angry that Li Mu was playing too hard, and he was afraid that Li Mu would directly strangle the takeaway cattle to death.

Li Mu thought very simply. You Lu Yunhao took the money of American capitalists and made beef takeaways. It seems like normal competition, but behind the scenes, you want to use the hatred of Wall Street capitalists to touch my porcelain.

Since your motives are impure, and you have repeatedly jumped in the Shanghai market, then I will simply give you a powerful medicine to let you feel what is called a dimensionality reduction blow.

At present, the business model of the Internet industry is still in the exploratory stage, and there are no regulations that clearly restrict the platform to force merchants to do multiple-choice questions. It is better to imitate the 3Q war of the year and directly get stuck at the source.

Of course, Li Mu will not be as crazy as Tengxun, directly forcing hundreds of millions of netizens to choose between QQ and 360.

He also doesn't want to make things so big. It doesn't matter if the user wants to use Ele.me or Niu Takeaway, and he doesn't intervene, but he wants the merchant to choose one of the two and let the merchant decide for himself. If he wants to follow Hungry If you want to make money, then give up the beef delivery. If you want to make money with the beef delivery, then give up the hungry.

Moreover, all the notifications are not in the form of documents, but the business manager directly calls to notify, so consumers have no idea that Li Mu is forcing the business to do multiple-choice questions.

In fact, this kind of trick is used by many platforms in later generations.

When Pinxixi rose rapidly, it had a very big impact on Ahli, because Pinxixi was the mainstay of the sinking market and had a huge number of bottom-level users, so many brands took the initiative to exert their efforts on the Pinxixi platform in order to expand their sales performance. .

In order to limit the development of these brands on Pinxixi, Ahli has made current restrictions on the official flagship stores of many brands that have joined Pinxixi. Maybe a certain brand can still earn money on Ahli’s Tmall platform last month. To tens of millions, but after the current limit, you can't even earn one million, or even lose money.

However, at that time, it was difficult to shake the foundation of Pinxixi by doing this method again, because the real foundation of Pinxixi was not those real well-known brands, but those cottage brands.

For example, at the beginning of Pinxixi, there were at least dozens of brands of Pampers diapers in Guangzhai, and they were the main sales force of Pinxixi. There is no way to restrict those copycat brands from entering and selling well.

It can be said that the copycat brand is the real position for Pinxixi to resist Ahli. Pinxixi dares to let the copycat “Bangbaoshi” sell one million orders a month, but Taobao dare not let the brand “Bangbaoshi” settle in. , In this way, Pin Xixi has a large rear area to avoid the blow.

However, Li Mu now has an advantage and initiative over Ahli, and Niu Waimai is now being crushed by himself in all directions, and he can't find any big rear at all.

So far, thousands of restaurants in the Shanghai stock market have joined Niu Takeaway, but tens of thousands of restaurants have joined Ele.me. Moreover, all the merchants who have joined both platforms at the same time have found that the orders of Niuwaii are far less than Ele.me. many.

Moreover, the timeliness of delivery of meals has always been problematic before Niu Takeaway, so that users complain frequently, so the impression of the merchants on Niu Takeaway is not very good.

Now Ele.me asks them to do multiple-choice questions. Although they are reluctant, they instinctively choose to continue to cooperate with Ele.me. After all, their goal is to make money.

This time, Niu Waimai's original shortcoming of insufficient delivery capacity has immediately become the longest problem, because the merchants that cooperate with them have chosen to close the online stores on Niu Waimai.

On the first day that the Ele.me notice was issued, Niu Waimai's franchised restaurants dropped from more than 3,000 to less than 100 in one go.

A large number of motorcycle riders and bicycle riders hired with high salaries simply waited to dispatch orders at the entrance of these stores, so that at least ten riders followed at the entrance of each store.

As the number of stores plummeted, users in some areas could find dozens of restaurants within a five-kilometer radius, but now they can't find even one.

After all, the distribution of less than 100 restaurants is not so even.

After Lu Yunhao heard the data reported by Zheng Chao, he was going crazy.

Isn't this killing people?

No matter how Li Mu suppressed him before, at least he could survive.

However, as soon as this trick came out, he was immediately paralyzed.

The essence of takeaway O2O is Taobao, which specializes in selling food and beverages. If Taobao's merchants are withdrawn all of a sudden, what else can Taobao do?

Lu Yunhao's first thought was to use money to subsidize the merchants and let the merchants give up.

First of all, the income of merchants on Ele.me is obviously much higher than that of Niu Takeaway. If they want to give up Ele.me, they must at least give some benefits after making up the difference. However, in this way, a single The daily subsidy amount of the store may exceed one thousand yuan, and the subsidy amount of thousands of stores is simply astronomical.

Moreover, who can ensure that Li Mu will not give subsidies?

Looking at Li Mu's current gameplay, he has brought in all YY coins. Obviously, he has to invest all resources to help Ele.me win. This kind of almost costless trading will definitely increase the number of users and orders on Ele.me. In this way, the income of Ele.me merchants will be higher, and if you want to keep them from defecting, the maintenance cost will be higher and higher.

In this case, I can't stand my money at all. After all, my own cost consumption in user subsidies and rider subsidies has reached astronomical figures. If you count the merchant subsidies, it means that the cattle takeaway will subsidize the entire takeaway O2O. In all links of the industrial chain, this cost is terrifying, let alone tens of millions of dollars, hundreds of millions of dollars may not be able to withstand such burning.

However, if you can't find a way to get the merchants to stay, then Niu Waimai can really close down. You are a food delivery O2O. You can't invest in restaurants because there are no third-party merchants, right?

Lu Yunhao realized that this was very likely to be a disaster, so he immediately asked IDG Capital for help.

IDG did not expect that Li Mu could use such a shameless method to curb the development of beef delivery. One thought in his mind was to report and complain to the relevant departments, complaining about Li Mu and Ele.me's malicious competition, and complaining about Ele.me's monopoly market.

At the same time, IDG also specially provided a team of lawyers, who immediately went to Niu Waimai to provide legal assistance to Lu Yunhao.

However, they are also not sure whether such reports and complaints are effective, and they can only use dead horses as living horse doctors.

Relevant departments quickly responded:

First, there is no direct evidence to prove the fact that Ele.me has sent the merchants to force them to choose one of the two. Even if there is not even a recording, all the evidence that Niu Waimai's legal team can provide is unwilling to be named. The oral statement provided by the merchant, in other words, the recording cannot be directly admissible as evidence, let alone this;

Second, even if Ele.me does force merchants to choose one or the other, it does not constitute malicious competition, because according to the law, Ele.me does not counterfeit Niu Takeaway trademarks, damage the reputation of Niu Takeaway, publish false advertisements, or violate consumption. The intention of the buyer and no low-price dumping, this does not include Ele.me's verbal requirements for merchants;

Third, the anti-monopoly law has not yet been implemented;

In other words, they have no way to use laws and policies to fight back against Ele.me.

The next day, there were more than 70 Niu Takeaway stores left.

On the third day, there were more than 50 Niu Takeaway stores left. These 50 or so, they couldn’t make any money on Ele.me, they couldn’t make any money on Niu Takeaway, and even brick-and-mortar stores couldn’t make any money. The tail of the crane to the money.

Interestingly, these fifty merchants at the tail of the crane have been reborn in the cattle takeaway.

Because the subsidy of Niu Takeaway is very strong, some users have not used up the coupons, so they can only choose one of the fifty stores to place an order, so that the business of these fifty merchants finally improves, and they immediately put Niu Waimai has become the parents of Entong Rebuild.

Lu Yunhao stayed for three days, waiting for IDG's legal team to make a breakthrough, but the legal team did not make any progress.

So, Lu Yunhao repeated his old tricks and wanted to set fire to Li Mu himself.

He spent millions of dollars to lure several shops that had given up on Niu Wai to resume their cooperation with Niu Wai.

Later, after their shop was closed, he immediately instructed these people to protest on Weibo, saying that he still used beef for takeaway, but Ele.me closed his shop, hoping to create pressure on Li Mu.

Li Mu didn't give any response directly, but let the people under him change the way of playing.

Later, Ele.me announced that the store was closed due to technical problems and would be back online as soon as possible.

When the people who eat melons see it, it turns out to be a technical problem, so they no longer pay attention to this topic.

Lu Yunhao thought he had caught Li Mu's weakness and thought he would be able to reverse the situation soon.

But the result I didn't expect was that although these stores were back online, the number of their orders dropped sharply to less than 5% of the previous level!

What's more, it was originally able to get hundreds of orders a day on Ele.me, but after the resumption of the line, only one order was received from Ele.me a day.

The reason is that Li Mu asked technicians to strictly limit the current flow of these shops.

The current limit is written in the internal code through technology. From the appearance, only the result can be seen, but no actual evidence can be found.

In layman's terms, it means smiling on the lips and MMP in the heart.

These merchants did not expect that the losses would be so large, and immediately called to consult and protest, but it was useless.

Ele.me directly told these merchants that they are only responsible for the normal visits of the store, and are not responsible for the high or low traffic of the store.

Lu Yunhao even called the owner of one of the merchants to protest, and even scolded his mother on the phone and said, "I know that you have deliberately adjusted the algorithm! You think we used beef takeaway, so you want to punish us, right? I tell you, if If you don't restore the algorithm, I will report it to the relevant departments!"

The customer service told him directly: "I'm sorry sir, the algorithm is the responsibility of the technical team, not within the scope of our customer service department's responsibilities, and the algorithm is the company's technical secret, it is impossible to disclose it to you, please forgive me."