RINAPE :: Volume #16

#1586: Inertia that trains the user

LNMTL needs user funding to survive Read More

After Li Mu rebirth, is an out-and-out workaholic. 李牧重生之后,一直是一个不折不扣的工作狂。 Such going all out effort, no longer has been pure to make money, when succeeds the feeling of satisfaction for each product pattern. 这么拼命努力,早已经不再是单纯的为了赚钱,而是为了每一次产品模式成功时的满足感。 Without Li Mu, internet of this world according to original rule normal development, but Li Mu wants to do, breaks this rule, the thing is very that long, can present after these, attains equally same now. 如果没有李牧,这个世界的互联网会按照原定的规律正常发展,但李牧想做的,就是打破这种规律,把那些很久以后才会出现的东西,一样一样拿到现在来。 Brings the pattern very easily, but the pattern brings can also succeed, this tests own control ability and adjustment ability very much, therefore, when he wants to go the o2o business clearly after the current carrying/sustaining way and operation flow, he then starts to be eager to try immediately. 把模式拿过来很容易,但模式拿过来还能成功,这就很考验自己的把控能力以及变通能力,所以,当他想明白外卖o2o业务在当下的承载方式以及业务流程之后,他便立刻开始跃跃欲试。 Wei Lan is putting the pot to boil water on the gas-cooker, sees Li Mu to take the instant noodles absent-minded appearance, then walks up, attains in instant noodles the hand, is opening the packing, while asked him: „What thinks? Like being as if in a trance.” 蔚澜正在燃气灶上放了锅烧水,见李牧拿着方便面心不在焉的样子,便走上前来,把方便面拿到自己手里,一边拆着包装,一边问他:“想啥呢？像丢了魂似的。” Li Mu recovers, said with a laugh: „Thinks a new business model.” 李牧回过神来,笑着说:“想一个新的业务模式。” Wei Lan curious asking: „What pattern?” 蔚澜好奇的问道:“什么模式？” Li Mu said with a laugh: „Goes the pattern that visits, later wants to eat anything, does not go out to eat with oneself, online ordered directly is OK.” 李牧笑着说:“外卖上门的模式,以后想吃什么,不用自己出去吃,直接在网上下单就可以了。” Wei Lan haha said with a smile: „You want to realize this is not simple, nearby restaurant asks, if they deliver to go, asks them to go the form to come back and that's the end, wants to eat direct telephoning makes them deliver to you.” 蔚澜哈哈笑道:“你想实现这个还不简单,附近的餐厅去问一问,如果他们送外卖的话,找他们要个外卖单子回来就是了,想吃的时候直接打电话让他们给你送过来。” Li Mu asked her: „If I do want to be many some choices?” 李牧反问她:“如果我想多一些选择呢？” Wei Lan said: „You look for several restaurants, many goes the list with several.” 蔚澜说:“那你就多找几家餐厅,多拿几张外卖单。” Speaking of this, Wei Lan also said: „In my family has 7-8 to go the list, has the noodle restaurant, Sichuan cuisine, Yanjing local area vegetable/dish, western-style food, many types.” 说到这,蔚澜又道:“我家里有七八张外卖单,有面馆的,川菜的,燕京本地菜的,还有西餐的,很多种。” Li Mu said: „This was too troublesome, you must take many menus, these menus only then the name does not have the picture, without visual experience . Moreover the menu is also very difficult to renew, if the restaurant had/left a growing vegetables type newly, if you do not trade a new menu, will only go by the point will never know.” 李牧说:“这太麻烦了,你得去拿很多份菜单,这些菜单只有名字没有图片,没有视觉体验,而且菜单也很难更新,如果餐厅新出了一种菜式,你如果不去换一份新菜单,光靠点外卖是永远不会知道的。” Wei Lan nods: „Is going that this actually, you must make what?” 蔚澜点了点头:“这倒是,那你要做的外卖是什么样的？” Li Mu said with a smile: „I must do, goes the platform the network that entire Yanjing all restaurants join, each restaurant is the visualization menu, moreover renews promptly, you want to eat anything, anything, then orders the payment then.” 李牧笑道:“我要做的,是把全燕京所有餐厅都加入进去的网络外卖平台,每一家餐厅都是可视化菜单,而且及时更新,你想吃什么,就点什么,然后下单付款即可。” „Entire Yanjing all restaurants?” Wei Lan said with amazement: „Some restaurant do not do to go the business, person who they have not been responsible for sending out, my downstairs have a donkey meat to burn down are very delicious, I have hoped they can clear one to send out the service, but they are every insufficient, therefore had not developed.” “全燕京所有的餐厅？”蔚澜惊讶的说:“有一些餐厅自己是不做外卖业务的,他们没有负责外送的人,我楼下有一家驴肉火烧就很好吃,我一直希望他们能够开通一个外送服务,但是他们人手不够,所以一直没有开展。” Li Mu said: „Therefore my goes the platform, does not need shop owner to send, I will establish a special sending team to be responsible for sending.” 李牧说:“所以我这个外卖平台,不需要店家自己派送,我会成立一个专门的派送团队来负责派送。” „Sends the team?” Wei Lan calls out in alarm one: „Does this need many people? Only Yanjing estimated that needs several thousand people of scales.” “派送团队？”蔚澜惊呼一声:“这需要很多人吧？光燕京估计就需要几千人的规模。” Li Mu said with a smile: „Right, can't this provide several thousand even over ten thousand employment posts to Yanjing?” 李牧笑道:“没错啊,这不就能给燕京提供几千甚至上万个就业岗位吗？” Wei Lan said: „But the cost is very high, one person one month 1,000-2,000 money wages, 10,000 individuals are 20 million, one year 1-2 hundred million......” 蔚澜说:“可是成本很高啊,一个人一个月1,000-2,000钱工资,一万个人就是一两千万,一年1-2亿……” Li Mu said: „Their wages do not want me to leave, the user comes.” 李牧道:“他们的工资又不要我出,用户来出。” Wei Lan asked: „User? You were said that made the user pay to send the fee/spent?” 蔚澜问道:“用户？你是说让用户支付派送费？” Li Mu nods: „You send the thing also to want the postage, delivering the meal pays to deliver the meal expense is not very normal?” 李牧点点头:“你寄东西还要邮费呢,送餐付个送餐费不是很正常嘛？” Wei Lan said: „The guest unit price of going was very low, sometimes a person has a rice served with meat and vegetable topping to spend several Yuan, you make him pay several Yuan transport expense for these Yuan rice serveds with meat and vegetable topping additionally, couldn't he perhaps accept?” 蔚澜说:“可是外卖的客单价本来就很低啊,有时候一个人吃一份盖饭才花几块钱,你让他为这几块钱的盖饭额外支付几块钱的运费,他恐怕接受不了吧？” Li Mu shows a faint smile, said: „The consumption habit of user, is actually trains, from the realistic perspective, the issue that you said was right, asked the key point directly, most users are not definitely willing to send the fee/spent pay, in comparison, they may want to go out to buy, saves these Yuan sending fees.” 李牧微微一笑,说:“用户的消费习惯,其实是培养出来的,从现实角度上来说,你说的这个问题是对的,直接问到了关键点,大部分用户肯定不愿意为派送费埋单,相比之下,他们可能更愿意自己出去买,来节省这几块钱的派送费。” Speaking of here, a Li Mu thread of conversation revolution: „But, you must know, the person is the lazy animal, once some new product saved the labor cost for them, will bring the enormous appeal to them, the only issue needs to pay many costs additionally.” 说到这儿,李牧话锋一转:“但是,你要知道,人是懒惰的动物,一旦某种新产物为他们节省了劳动成本,对他们就会带来巨大的吸引力,唯一的问题就是需要额外支付多少成本而已。” „Therefore, my idea is, goes in the first half of the year even one year that the platform gets online, does not gather any sends the fee/spent, the hotel sells five, I receive your five, and helps you buy from the hotel, delivers to your hand.” “所以,我的想法是,外卖平台上线的前半年甚至一年内,不收取任何派送费,饭店卖五块,我就收你五块,并且帮你从饭店买出来,送到你手里。” „As the matter stands, you will certainly accept rapidly, and relies on the delivering food that I provide to come to serve rapidly, gradually, I will train an inertia to you, this inertia is called: ‚I do not think that go downstairs to buy to go, does not think that go downstairs to eat meal and only think others deliver to my front inertia’ ;” “这样一来,你一定会迅速接受,并且迅速依赖我提供的这种送饭上门服务,久而久之,我就会给你培养出一种惰性,这种惰性叫做:‘我不想自己下楼买外卖,不想自己下楼吃饭、只想别人送到我面前的惰性’;” „Once this inert thorough marrow, you will reach a peak value to my dependence, at this time, I will tell you, excuse me, we starting today, must receive to send the fee/spent to the user, each list three Yuan, your although does not give up these three Yuan very much, but you do not give up, is your already the inertia in bone, you can think, spends three to spend three, in brief do not let me buy, to eat well.” “一旦这种惰性深入骨髓,你对我的依赖性就会达到一个巅峰值,这个时候,我会告诉你,不好意思,我们从今天开始,就要向用户收派送费了,每单三元,你虽然很舍不得这三块钱,但是你更舍不得的,是你那已经在骨子里的惰性,你会想,多花三块就多花三块吧,总之别让我自己去买、自己去吃就好。” looks at Li Mu of Wei Lan like looking at monster, sighed: „You plan to the user was also too ruthless!” 蔚澜像看怪物一样的看着李牧,感叹道:“你对用户算计的也太狠了吧！” Li Mu asked back with a smile: „Has the issue?” 李牧笑着反问:“有问题吗？” Wei Lan shakes the head: „Without issue, but I feel suddenly somewhat frightened, does not know that also which people have and which industries, which inertia trained to me.” 蔚澜摇了摇头:“没问题,只是我心里忽然感觉有些恐惧,不知道还有哪些人、哪些行业,给我培养了哪些惰性。” Li Mu said with a smile: „That may be too many, If nothing else, the public transportation gave the inertia that you trained not to walk to ride a bicycle, the taxi gives you to train one type not to want the inertia of pushing public transportation, the message to give the inertia that you trained to be disinclined to speak, Online shopping will train you inertia that was disinclined to take a walk, therefore I then must train, was the inertia that the user was disinclined to eat meal and be disinclined oneself to buy to go goes home.” 李牧笑道:“那可太多了,别的不说,公交车给你培养出不想走路骑车的惰性,出租车给你培养出一种不想挤公交的惰性,短信给你培养出懒得说话的惰性,网购会培养出你懒得逛街的惰性,所以我接下来要培养的,就是用户懒得出去吃饭、懒得自己买外卖回家的惰性。” At this point, Li Mu also said: „Actually, such going platform, inertia that not only trains the user, will train greedy of business, draws an analogy, small restaurants of 6 tables, turning the stage rate/lead are high, the passenger capacity that a day can receive also has very low ceiling, but, because the exposure demonstrates insufficient, his very possible most time not to be filled with even the spatial place, but, if he connected my going platform, his demonstration will obtain the growth of exponential order, the user can the order under the online, as the matter stands, the bearing capacity in their shop reach the limit directly even, so long as they have the productive forces., Can sell through online, online sells to go, does not need to consider to turn the stage rate/lead completely.” 说到这里,李牧又道:“其实,这样的外卖平台,不但培养用户的惰性,也会培养商家的贪婪,打个比方,一家有六张餐桌的小餐厅,翻台率再高,一天能够接待的客流量也是有很低天花板的,而且,由于曝光展示不足,他很可能多数时间坐不满甚至空座,但是,如果他接入了我的外卖平台,他的展示量会得到指数级的增长,用户可以直接在网上下订单,这样一来,就算他们店铺里的承载能力达到极限,只要他们还有生产力,就可以通过线上进行销售,线上卖外卖,就完全不用考虑翻台率。” „Perhaps a shop normally, a day most receives 200 guests, but after clearing online goes the channel, every day can sell 500 even 1000 to go, this to the shop, is a giant new income channel, gradually, we will occupy above most that he receives, by that time, they have the serious income dependence to us, could not leave us thoroughly ;” “也许一家店铺正常情况下,一天最多接待200位客人,但是开通线上外卖渠道之后,每天能卖出500甚至1000份外卖,这对店铺来说,是一个巨大的新增收入渠道,久而久之,我们会占到他收入的大半以上,到那个时候,他们就对我们产生严重的收入依赖,彻底离不开我们了;” „They cannot leave us, we must slice with them, either, I pull out the reward that certain percentage takes me to earn according to the sales volume ; Either, my open resources sale, gives the business to tender the purchase the platform resources, in this case, I as the middle man, can gain a service fee from the hand of buyers and sellers respectively, the profit of platform naturally also came out.” “他们离不开我们,那我们就要跟他们分一杯羹了,要么,我按销售额抽一定百分比作为我应得的酬劳;要么,我开放资源销售,把平台资源交给商家去竞价购买,这样的话,我作为中间商,可以从买卖双方的手里各赚一笔服务费,平台的利润自然也就出来了。” Li Mu understood very much a internet how long-term implication person, how gives the user digging a pit to make user jump step by step, many emerging pattern coming up crazy fever money, the user thinks oneself pick small advantage, actually oneself are falling into the opposite party to the pit that in oneself dig. 李牧很了解互联网如何长远的影响一个人,如何一步步给用户挖坑让用户自己跳进来,许多新兴模式一上来疯狂烧钱,用户以为自己捡到便宜,其实自己是正在掉进对方给自己挖的坑里。 The taking taxi software fights with all might, the user original 20 Yuan taking taxi expenses, may only need to pay 5 Yuan ; 打车软件拼杀的时候,用户原本20元的打车费用,有可能只需要支付五元; Goes the software fights with all might, the user buys 10 Yuan going, has the possibility one cent not to use the flower, but also attains 2 and 3 Yuan subsidy from platform ; 外卖软件拼杀的时候,用户买一份十元的外卖,有可能一分钱不用花,还从平台手里拿到二、三元补贴; Various vertical e-Commerce website fight with all might is also same, one pours love to yield profit, acts one „I am silly x, occupy my small advantage quickly” the image before the consumer, then deceives in the user own pit. 各种垂直电商网站拼杀的时候也是一样,一上来倾情让利,在消费者面前扮演一个“我是傻x、快来占我便宜”的形象,然后把用户骗进自己的坑里。 Once these platforms train the certain extent the inertia of user, they will get angry do not immediately recognize people, the original 20 Yuan taking taxi expense, takes 30 Yuan now, the peak breaks surface 50%, needs 45 Yuan, don't you sit? Does not sit importantly, because does not sit you not to call the car(riage) ; 一旦这些平台把用户的惰性培养到一定程度,他们立刻就会翻脸不认人,原本20元打车费用,现在要30元,高峰期上浮50%,需要45元,你不坐？不坐不要紧,因为不坐你根本叫不到车; To put it bluntly, is first deceives you to enter the pit with the low price and subsidy, when you could not leave him, enhanced the cost directly, doubled to make money. 说白了,就是先用低价、补贴骗你入坑,等你离不开他了,直接提高成本,把钱都加倍赚回来。 This with the middle of the last century, US (America) Marlboro Cigarette Company delivered the smoke to be the same in entire US free, were you a smoker?, That was all right, rolls the calf ; What, don't you smoke? Yeah do not walk, do I deliver you one package of you to give a try free? 这跟上世纪中叶,美国万宝路香烟公司在全美免费送烟一样,请问你是烟民吗？哦是啊,那没事了,滚犊子吧;什么,你不抽烟？哎别走啊,我免费送你一包你试试看？ The tobacco company deceives the user to enter the pit with one packet of smoke, when the user became addicted, makes he 30 years of even money for a lifetime, this is basically exactly the same as internet Corporation. 烟草公司用一包烟骗用户入坑,等用户上瘾了,赚他三十年甚至一辈子的钱,这跟互联网公司基本上是如出一辙。 Ceo of some previous life taking taxi platform also spoke, the price that you add now, gave you in also father in the past that brush debt of subsidy. 上辈子某个打车平台的ceo也说话了,你现在加的价,都是在还当年老子给你补贴的那笔债。 He said but actually is also the truth, how so many capital are crazy come in tens of billions USD, when is that day that both capital and interest receives, was only his table manners was too ugly/difficult to look at, in the past one made up the user 5-10 Yuan only, made up 15 Yuan greatly, now? Goes out in the first-tier city, expense that the casual big dozens even 100-200 fares, one increases only at least in dozens Yuan, this interest may his mother be high a little oddly. 他说的倒也是实情,那么多资本疯狂咋进来上百亿美元,等的就是连本带利收回来的那一天,只是他的吃相实在太难看了,当年一单补用户5-10元,了不起补个15元,现在呢？在一线城市出个门,随随便便大几十甚至100-200车费,一单增加的费用至少在几十元起,这利息可他妈高得有点离谱了。 Also, 10 Yuan going, has no subsidy now, some table manners ugly/difficult to look at platforms, not only receives your 5 Yuan to send the fee/spent, but also collects your 3 Yuan packing charges. 还有,十元一份的外卖,现在已经没有什么补贴了,有些吃相难看的平台,不仅收你五元派送费,还收你三元包装费。 5 Yuan send Feely, part is the cost, part is the platform interception profit ; 五元派送费里,一部分是成本,一部分是平台截留的利润; 3 Yuan packing boxes, the wholesale cost does not exceed the 30 cents, this sum of money was the platform carved up with the business generally together, sometimes, the platform asked the merchant to ask for money directly also to hurt feelings, therefore caused the method that such was not concerned about face, each list 2-3 Yuan packing charges, the business took the capitellum and platform with the big end, such platform were also many a profit, moreover did not need to take out money from the business pocket again, therefore two sides happily, a money of pitting user. 三元的包装盒,批发成本不超过三毛钱,这笔钱一般是平台跟商家一起瓜分了,有些时候,平台直接找商户伸手要钱也伤感情,所以就弄出这么一个不要脸的手段,每单2-3元包装费,商家拿小头、平台拿大头,这样平台又多了一笔利润,而且也不用再从商家口袋里掏钱,于是两边开开心心的,一起坑用户的钱。 After you, for an order paid 8 yuan additionally, this delivers to the time in your hand only, cannot do well must one hour, have not been convinced, is not convinced your oneself to go out to eat. 当你为了一个订单额外支付了八元钱之后,这单送到你手里的时间,搞不好还得一小时,你还别不服气,不服气你就自己出去吃。 If the Li Mu start, handles such matter with other industry magnates slowly together, then definitely will repeat like this bad competitive situation, if he can one-party rule does, can balance a criterion, not only non- excessive harm user and business interest, and can guarantee one have the criterion of considerable profit margin. 如果李牧起步慢一点,跟其他的行业巨头一起来做这样的事情,那么必然会重演这样的恶劣竞争局面,不过如果他能够一家独大的做起来,就可以拿捏好一个尺度,一个既不过分伤害用户和商家利益,又能保证自身有可观利润率的尺度。
To display comments and comment, click at the button