Ele.me when Shanghai is like a raging fire, the capital also gave Ele.me to make a quotation estimate value. 饿了么在沪市如火如荼的时候,资本也给饿了么做出了一个行情估值。 Generally believes that the pattern of Ele.me innovation, and present advantage and business's future development opportunities, the estimate value of Ele.me present stage should in 10 hundred million USD above. 普遍认为,饿了么创新的模式,以及现在的优势、行业未来的发展空间,饿了么现阶段的估值应该在十亿美元以上。 In other words, if Li Mu wants Ele.me to finance alone, sells 10% stocks, at least can receive in exchange hundred million USD. 也就是说,如果李牧要饿了么单独融资,出让10%的股份,至少能换回一亿美元。 However, Li Mu has not prepared to finance. 不过,李牧可没准备融资。 He knows, if Ele.me develops to cover all prefectural-level cities, every year running water can break through 100 billion with ease. 他知道,饿了么如果发展到能覆盖所有的地级市,每年的流水可以轻松突破千亿。 By that time, passed the subsidy time, the business must depend upon Ele.me to promote the sales volume, Ele.me to pull out 10% from the business hand directly, as the matter stands, every year income running water over 10 billion. 到那个时候,也过了补贴时代,商家要依靠饿了么来提升销量,饿了么可以直接从商家手里抽成10%,这样一来,每年的收入流水就在一百亿以上。 Yearly income running water surpasses 100 hundred million RMB companies, the estimate value at least also in hundred hundred million USD high and low. 一个年收入流水超过一百亿人民币的公司,估值至少也得在百亿美元上下。 previous life, the estimate value of Ele.me reputation achieved 300 hundred million USD, that has under the Meituan hard just premise. 上辈子,饿了么口碑的估值做到了三百亿美元,那还是有美团硬刚的前提下。 Without Meituan, the Ele.me estimate value turns time also to continue. 如果没有美团,饿了么的估值翻倍也不止。 Some news said, Li Mu's pushed the team to arrive in Guangzhou and Shenzhen, Lu Yunhao Ox Takeaway has not gotten online. 有消息称,李牧的地推团队都已经到了广深了,卢允浩的牛外卖还没上线。 Lu permitted Hao to be been bare by the head that many issues worried recently, first was the electric car manufacturer slowed down the supply speed, he waited for several days, altogether arrived at only 500 electric cars. 卢允浩最近被许多问题愁的头秃,先是电动车厂商放慢了供应速度,以至于他等了好几天,一共才到了区区五百辆电动车。 Then purchases the computer, he calculated a fund, only purchased 1000 computers, occupancy of funding chain is too for fear that fierce. 然后是采购电脑,他盘算了一下资金,只采购了一千台电脑,生怕资金链的占用太厉害。 Also spent in distress for several days, when finally the Ox Takeaway product can get online finally tested, pushes the team to hurry the computer to distribute the merchant within eight kilometers to the Ox Takeaway headquarters surrounding area. 又苦熬了好几天,终于等到牛外卖的产品终于可以上线测试了,地推团队才赶紧把电脑分发给牛外卖公司总部方圆八公里内的商户。 Because 1000 computers insufficiently cover entire Shanghai, therefore Lu Yunhao can only adopt the district to cover, first covers nearby the company, then little expansion. 因为一千台电脑远不够覆盖整个沪市,所以卢允浩只能采取分区覆盖,先覆盖公司附近,然后再一点点扩大规模。 These 1000 computers, assigned to the company peripheral every large or small 1000 restaurant hotels with great difficulty, Ox Takeaway finally prepared to get online. 好不容易把这一千台电脑,分配给了公司周边大大小小一千家餐厅饭店,牛外卖终于准备上线了。 Gets online, Ox Takeaway also gave the red packet to be preferential. 上线的时候,牛外卖也给了红包优惠。 The Ele.me new gift parcel is five two Yuan coupons and five Zhang Sanyuan coupons, five five Yuan coupon. 饿了么的新手礼包是五张两元优惠券、五张三元优惠券,五张五元优惠券。 Spends the full ten Yuan, may use a two Yuan coupon ; The full 15 Yuan may use a Zhang Sanyuan coupon, the full 20 Yuan, may use a five Yuan coupon. 消费满十元,可使用一张两元优惠券;满十五元可使用一张三元优惠券,满二十元,可使用一张五元优惠券。 Ox Takeaway copies verbatim simply, but changed to six five, is each coupon are many one. 牛外卖干脆照抄,只是把五张改成了六张,也就是每种优惠券都多一张。 Afterward, their Driver teams arrive, pushes the team formally to start downstairs various upper-cases, draws the banner and roll up banner pushes. 随后,他们的骑手团队到位,地推团队正式开始在各大写字楼下,拉着横幅、易拉宝进行地推。 Li Mu heard the news that Ox Takeaway gets online, telephones to person in charge of Shanghai team immediately, directly to Shanghai all Ele.me users, in addition delivers ten full 10 Yuan to reduce a dual coupon, this/should coupon and coupon of new gift parcel can superimpose the use simultaneously. 李牧一听说牛外卖上线的消息,立刻给沪市团队的负责人打电话,直接给沪市所有饿了么用户,加送十张满十元减二元的优惠券,该优惠券与新手礼包的优惠券可以同时叠加使用。 The user who if has used up the new gift parcel coupon, bestows his 10-3,15-5,20-8 coupons directly respectively five. 如果是已经用完新手礼包优惠券的用户,直接赠送他10-3,15-5,20-8优惠券各五张。 In other words, the Ele.me old user, is the new registration user, user who has used up the new gift parcel coupon, so long as with a Ele.me meal, compared with Ox Takeaway small advantage. 也就是说,无论是饿了么老用户,还是新注册用户,还是已经用完新手礼包优惠券的用户,只要用饿了么点餐,都比牛外卖便宜。 Isn't the ratio burns money? Li Mu is unbearably anxious. 不就是比烧钱吗？李牧早就急不可耐了。 To be honest, he starts an undertaking now, does not have properly with the competitor compared with the overroasting money, this happen to came the opportunity, might as well first burn his one hundred million. 说实话,他创业到现在,还没正经跟竞争对手比过烧钱,这正好来机会了,不如先烧他一个亿。 previous life, goes the platform, when some goes to war the superheating, the user even can not spend to go on the point. 上辈子,外卖平台在某地干仗到白热化的时候,用户甚至可以不花钱就点外卖。 This does not go the platform person silly money to be many, but is everyone is dying to knock with the opposite party, prepares the winner to take. 这可不是外卖平台人傻钱多,而是大家都在跟对方死磕,准备胜者全拿。 If the side cannot play, the other side monopolized. 如果有一方玩不起,另一方就垄断了。 Now, Li Mu started to burn money directly. 现在,李牧就是直接开始烧钱了。 The Shanghai Ele.me user orders the meal, 10 Yuan, reduce 3 Yuan at least, the overlay words are most can reduce 4 Yuan, the Lu Yunhao 10 Yuan reduce dual to want much. 沪市的饿了么用户点餐,十元的,最少减三元,叠加的话最多能减四元,比卢允浩的十元减二元要多一点。 Lu permits vast also didn't expect, Li Mu to come up to fight the price war directly, the preferential benefit of Ele.me on online puts, the new user few pity of Ox Takeaway . Moreover the order volume are also miserable. 卢允浩也没想到,李牧一上来就直接打价格战,饿了么的优惠在网上一放出来,牛外卖的新增用户少的可怜,而且订单量也少得可怜。 Ox Takeaway gets online First Day, the entire platform altogether produced more than 200 orders. 牛外卖上线第一天,全平台一共产生了二百多个订单。 The key is, Ox Takeaway has 500 Driver. 关键是,牛外卖有五百个骑手。 This his mother was very awkward. 这他妈就很尴尬了。 Lu permitted vast Driver to have much almost in the street superior one all day. 卢允浩的骑手有不少几乎是在街上等了一整天。 But side them, has Ele.me going to ride the Ele.me electric car to shuttle back and forth unceasingly back and forth, the busy moment does not have time. 而他们身边,不断有饿了么外卖员骑着饿了么的电动车来回穿梭,忙的一刻不得闲。 Under the contrast, they look like this city street new several hundred sculpture, idle riding takes cell phone and other messages on the electric car. 对比之下,他们就像是这个城市街头新添的几百座雕塑,无所事事的骑在电动车上拿着手机等短信。 Changes the staff in power plant is very depressed, today before beginning, very early in the morning also the pep rally, the leader said, today will be a tough battle, everyone must whole-heartedly, guarantee the Driver time will have enough electric quantity delivery order. 换电站的工作人员也很郁闷,今天开工之前,大清早还开了动员会,领导说,今天将是一场硬仗,大家一定要全力以赴,确保骑手时刻有足够的电量送单。 Finally? Three change the power plant, a day of time battery has not traded together. 结果呢？三个换电站,一天时间一块电池都没换。 Driver could not have gotten an order in average, who can change the battery? 骑手人均还拿不到一个订单,谁会来换电池呢？ After all the electric quantity of this electric car even again bad, can still run 20-30 kilometers. 毕竟这电动车的电量就算再不济,也还是能跑20-30公里的。 After a day ended, changes the person in power plant to be very comfortable, anything worked does not have, to lie down on money earned. 在一天结束之后,换电站的人很舒服,什么工作都没有,躺着就把钱赚了。 However Driver was different, their basic salaries are very low, mainly by ordering subsidy, without the situation of order, their income too Weibo. 但是骑手就不一样了,他们的底薪很低,主要靠接单补贴,没有订单的情况下,他们的收入太微薄。 Many Driver when hand over the car(riage), taunted to the staff: „Also to us said that the electricity insufficient to changing the power plant changed the battery, his mother did not have the opportunity to run from the start, got down again, the father is not dry......” 很多骑手在交车的时候,冲工作人员冷嘲热讽:“还跟我们说电不够了到换电站换电池,这他妈压根就没机会跑,再这么下去,老子就不干了……” No one is willing to take the minimum basic salary, in the street being swindled sculpture, everyone was wants to make money. 谁也不愿意拿着最低的底薪,在街上当雕塑,大家是想赚钱的。 Part of Driver, are not directly dry. 还有一部分骑手,直接就不干了。 They thought that wasted day, itself has lost is very big , to continue to consume with it, might as well trades being free from worry of working directly. 他们觉得浪费了一天的时间,本身就已经损失很大,与其继续这么耗下去,还不如直接换工作来的省心。 Although the person in charge doom of Driver team detains, but has about 100 people to throw up one's job is not dry. 虽说骑手团队的负责人死命挽留,但还是有将近一百人撂挑子不干了。 Lu permitted listened to the feedback vast, the air/Qi almost to the glass of landing window pound. 卢允浩听完反馈,气的几乎要把落地窗的玻璃砸了。 He is not clear, why the user is calculating, didn't Li Mu give a Yuan preferential benefit? As for? My Ox Takeaway is very fierce, has strong user-friendly algorithm in inside, if you with the 7-8 time and 17-18 time, it can know the taste that you most like eating is anything, then pushes you most to like eating to you specially! 他不明白,用户为什么这么斤斤计较,李牧不就是多给了一块钱优惠吗？至于吗？我牛外卖可是很厉害的,有很强的人性化算法在里面,你要是用个七八次、十七八次,它就能知道你最喜欢吃的口味是什么,然后专门给你推你最爱吃的啊！ Doesn't the user who you, your groups do not know the good and evil, why use? 你们,你们这帮不识好歹的用户,为什么就不用呢？ You too wasted father's pains! 你们太浪费老子的一番苦心了啊！ The most sorrowful feeling, is the thing that makes with great difficulty no one to appreciate. 最悲痛的感觉,莫过于好不容易做的东西没人欣赏。 He feels the user should not , for Yuan gives up Ox Takeaway, but in fact, to user, really as. 他觉得用户不应该为了一块钱就放弃牛外卖,但事实上,对用户来说,真的至于。 If with Ox Takeaway, they not only need register an account number newly, but must clear the payment of Ox Takeaway newly, then binds the bankcard, this set of user behavior cost, is actually very high. 如果用牛外卖,他们不但要新注册一个账号,还要新开通牛外卖的支付,然后绑定银行卡,这一套用户行为成本,其实还是挺高的。 Even if the two sides prices is the same, everyone is not willing to waste this energy, let alone Ele.me price small advantage. 哪怕是两边的价格一样,大家也不愿意浪费这个精力,更何况饿了么的价格更便宜。 Therefore, in this case, who will also use Ox Takeaway? 所以,在这种情况下,谁还会去用牛外卖？ Lu permits to be a little irritable vast, he said to oneself operation team: „We also bestow the red packet additionally! Like this, we also deliver Yuan compared with Li Mu! Gives a number of 10-3 red packages to make them superimpose the use again, in this case, 0.1 10 Yuan going, only need to spend 5 Yuan!” 卢允浩有点急躁,他跟自己的运营团队说:“我们也额外赠送红包！这样吧,我们比李牧还多送一块钱！再送一批10-3的红包让他们叠加使用,这样的话,点一份十元的外卖,只需要花五块钱！” The operations manager reminded him: „Chief Lu , we meet a list in this case every time, must lose money about 10 Yuan.” 运营经理提醒他:“卢总,这样的话,我们每接一单,就要亏损将近十元。” „How so many?” Lu permits quickly grasping the meaning of something that frightens vast. “怎么这么多？”卢允浩吓的一个激灵。 The opposite party said: „The Ele.me present stage does not gather the business to be divided, the subsidy is leaves, we also confiscate the business to be divided, you give many preferential benefits, we must pay according to the set price . Moreover, delivers a list every time, our Driver deducting a percentage, manpower, financial resource and physical resource cost, and equipment cost of depreciation adds, calculates that 5 Yuan a little were possibly few, so this way, one loses money 10 Yuan is only very normal.” 对方说:“饿了么现阶段是不收取商家分成的,补贴全是自己出,我们也没收商家分成,您给多少优惠,我们就要照价买单,另外,每送一单,我们的骑手提成、人力、财力、物力成本,以及设备折旧成本加起来,算五块钱可能都有点少了,所以这样的话,一单亏损十元是很正常的。” Lu permits to clench teeth vast, said: „Our present issues do not have the user, therefore loses money can also accept, considered to buy the user! If the flower 10 million can buy 1 million users, that also value!” 卢允浩咬了咬牙,说:“我们现在的问题是没有用户,所以亏损也可以接受,就当是花钱买用户了！如果花一千万能买到一百万用户,那也值了！” The opposite party said: „We change the preferential words temporarily, pushes the team also to replace pushes the material, otherwise our platforms do not have the user, the light to propagandize in the platform, the potential subscriber cannot obtain this information.” 对方说:“我们临时改优惠的话,地推团队还要更换地推物料,否则我们自己的平台没有用户,光在平台上宣传,潜在用户也得不到这个资讯。” Lu permitted Hao saying: „That trades the material at the same night, no matter with what means that before noon tomorrow, must give me to push in the major office buildings fiercely!” 卢允浩说:“那就连夜换物料,不管用什么办法,明天中午之前,要在各大办公楼给我猛推！” The gotten off work place pushes team person in charge is also delegated the new duty temporarily, must before tomorrow morning, change into completely newly all roll up banner, circulars and banner, therefore pushes the advertisement shop that team several executive hastily entire cities seek for have not closed, produces in a hurry the new publicity materials hurriedly. 已经下了班的地推团队负责人又被临时委派新的任务,要在明天上午之前,把所有的易拉宝、传单、横幅全部换成新的,于是地推团队几个高管急忙全城寻找没关门的广告店,匆忙赶制新的宣传材料。 Next day, remaining 400 Driver continue to take to the streets to await orders. 翌日,剩下的四百名骑手继续上街待命。 In some people have decided that if also has no form today, really changes the work to consider as finished. 这里面有不少人已经打定主意,要是今天还没什么单子,就真的换工作算了。 The 9 : 00 am ago breakfast peak, Ox Takeaway has no order, altogether receives more than 20 forms. 早晨 9 点之前的早饭高峰期,牛外卖没什么订单,一共才接到20多个单子。 Pushes the team to take the new material to start, when various places start to promote, Li Mu obtains the news, makes YY act according to the ip address directly, conducts accurate pop-up window. 地推团队拿着新物料开始在各处开始推广的时候,李牧得到消息,直接让yy根据ip地址,进行精准弹窗。 This time accurate pop-up window object is: YY user of all ip addresses in Ox Takeaway coverage scope. 这次的精准弹窗对象是:所有ip地址在牛外卖覆盖范围内的yy用户。 YY the joint operator had completed the domestic ip address collection, the geographic coordinate of each ip address correspondence has recorded in the data way, so long as basically user have not changed the ip address, to hang the proxy, YY can this ip geographic coordinate as precise as 20 meters. yy早就联合运营商完成了国内的ip地址采集,每个ip地址对应的地理坐标都已经记录在数据路内,基本上只要用户没有自己变更ip地址、挂代理的话,yy能把这个ip的地理坐标精确到二十米以内。 As the matter stands, so long as selects the ip addresses in all Ox Takeaway area, the user in this region, can receive this pop-up window. 这样一来,只要圈定所有牛外卖覆盖面积之内的ip地址,这个区域内的用户,就可以收到这个弹窗。 This method biggest advantage is the conservation of ammunition. 这种方法最大的好处就是节约弹药。 For example, now Ox Takeaway covered a surrounding area 7-8 kilometer range, other scopes it has not covered not to receive the orders of these places, therefore Ele.me can not give the user preferential benefits of other places, only in user preferential benefit to Ox Takeaway coverage scope. 比如,现在牛外卖覆盖了方圆七八公里的范围,其他范围它没覆盖到也不会接那些地方的订单,所以饿了么就可以不给其他地方的用户优惠,只给牛外卖覆盖范围内的用户优惠。 But Li Mu makes the YY ball give the content of this group of users is: „Congratulates you to obtain Ele.me to return to the present opportunity, from now on, after each list Ele.me order will complete, you can obtain 2-10 Yuan returning additionally present, solely returns to presently and lowest dual!” 而李牧让yy弹给这批用户的内容是:“恭喜您得到饿了么返现机会,从现在起,每一单饿了么订单完成后,您都能够额外获得2-10元不等的返现,单单返现、最低二元！”