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Chapter 110 Now Jiang Chen is forcing us to fight a price war!!

“Tell me about the few of you.”

In the conference room, Mr. Ma sat in the main seat and looked at everyone with a little tiredness.

The person in charge of Yuantong said: “In just one day, the total number of pieces picked up at each station of Yuantong is directly less than 1.7 million pieces compared with yesterday, and if you count the data of Shengtong, the final pass, and the delivery, the total is more than 7 million pieces less. ”

“It’s only the first day, so much less pickup?”

“Teacher Ma’s face changed slightly, although he had a premonition of the seriousness of the matter when he received the call from the person in charge of the three links and one reach, but he did not expect that it would be so serious.”

The person in charge of Yuantong said again: “President Ma, Jin Dong and Jiang Chen are menacing, this is the first day of launching the free shipping activity, it has already caused us such a big impact, there are still six days to come, what do you say?” ”

“The opponents this time are not those people in the past, but Jiang Chen and Jin Dong, President Ma, you have to think of a way!”

At this time, the person in charge of Yundai also said anxiously.

In the past, even if someone still encountered someone entering the logistics and transportation industry, they would not pay too much attention.

After all, behind the three links and one reach stands the capital of the beaver system.

In the case that ninety percent of the express delivery market is consolidated.

Anyone who wants to be this spoiler, they are confident of killing it in the cradle.

But this time is different.

The name of the person, the shadow of the tree.

Jiang Chen’s name has long been spread throughout the business and investment circles.

His terrifying investment success rate is impossible for anyone to ignore.

In the past, they still felt that Jiang Chen was being touted a little too much!

But now, Jiang Chen took advantage of the special period of the Spring Festival to launch a free shipping activity, but they deeply felt the horror of Jiang Chen.

This young man, if he does not move, will be thunderball, and he will catch you by surprise.

Now on the first day of Shunfeng’s official launch of the shipping business, the number of orders they received has dropped sharply, which is the best proof.

Of course, if it’s just Jiang Chen.

After all, although Jiang Chen’s reputation is big and his reputation is strong, after all, the background is a little worse.

The funds available are limited.

But now.

Add another golden knock is different.

Jindong itself has very rich experience in self-built logistics, coupled with Jiang Chen’s business operations and marketing capabilities.

The two can catalyze different violent reactions in an instant.

Otherwise, without the help of Jindong, Shunfeng would not have been able to complete the initial construction of the logistics network in just two months.

And that’s not the main thing.

The main thing?

Those previous opponents, they can easily consume each other directly by fighting a price war.

But this time, Jiang Chen and Jin Dong got together, with Jin Dong’s capital chain behind the back, and it was obviously not so easy to fight a price war with the tailwind.

“This Liu Dongqiang actually came together with Jiang Chen, it is indeed a troublesome matter!”

Teacher Ma frowned.

Jiang Chen is a business rookie he is extremely optimistic about, when he won the equity of shared bicycles, he wanted to further deepen cooperation with Jiang Chen, so he proposed to do online micro-loan business with Jiang Chen, but Jiang Chen politely refused at that time.

At the time, he still felt a little regretful.

After all, the market for online microloans is still very large.

But what he never expected was that in the past two months or so, Jiang Chen, who had refused his invitation at the beginning, had come directly with the big hadron.

And the two people quietly directly entered the logistics industry, wanting to take the express delivery market from his hands.

This time.

Even he felt tricky.

After all, in terms of the capital chain behind it, Jin Dong will not lose much to the beaver.

In terms of the experience of doing logistics system and the perfection of the logistics system, Jindong Logistics is no worse than three links and one reach, and even Jindong Logistics is better than three links and one reach.

On business operations, business management, and advertising and marketing.

Big hadrons aside.

Jiang Chen alone is enough to make people’s heads big!

“It’s not easy to fight a marketing war with Jiang Chen to seize the market!”

At this time, the person in charge of the final pass sighed.

Immediately, the atmosphere of the entire conference room became more oppressive.

Speaking of fighting a marketing war to seize the market, I don’t know why, everyone remembered the marketing war between Jiang Chen and Wang Laofu.

This is a marketing case, and it is compiled into the curriculum of colleges and universities across the country.

Who can fight a marketing war with such people, who can not panic?

“If it’s not good to fight, you have to fight.”

Seeing that everyone’s mood was a little low, Teacher Ma hurriedly spoke.

Don’t fight a price war with Jiang Chen, the military heart is confused first.

“Then Ma General means to fight a price war with the tailwind?”

The person in charge of Yunda asked.

“Behind the tailwind stands Jin Dong, we may not be able to win the price war.”

Teacher Ma said.

The premise of a price war is that the funds of the competing parties are not equal.

Competitors encountered in the past have limited funds, and they can grab the opponent’s market by cutting prices, and indirectly force competitors to reduce prices.

Once competitors reduce prices, then profits are compressed, once profits are reduced, or even no profits, the return of funds will be reduced, and for a long time, there will be insufficient funds to support, and there will be a breakdown of the capital chain.

At this time, the opponent will have poor management and cannot survive.

Once the opponent goes out of business.

Then just restore the price.

In the past, this method was tried and tried, and the competitors who wanted to seize the express delivery market were exhausted.

But this time.

This method does not work.

With the support of Jindong’s capital chain, Shunfeng has the capital to fight with them, even if it is a price war, it is a long-term process.

“Then Mr. Ma, you mean, let’s not fight a price war?”

The person in charge of Yuantong asked.

“If you don’t fight, in the face of free shipping, our users will fall to the tailwind like an avalanche!”

Teacher Ma said.

He knows domestic users too well!

If you can choose white bleach, you will definitely not be willing to pay for it.

If you don’t fight a price war, allowing users to fall to Jiang Chen’s tailwind is equivalent to completely handing over the initiative to Jiang Chen.

Once the retention rate of users after using Tailwind is too high.

That’s the deadliest thing.

Take an example.

Assume that user retention remains the same.

Downwind’s user retention rate is 80 percent.

The entire market has 10,000 people.

This 10,000 people, if they were allowed to be launched by Jiang Chen’s free shipping activity, all chose the tailwind.

According to this retention rate.

and so on for the event to end.

Out of 10,000 people, 8,000 people will become sticky customers of the tailwind.

But if you choose to reduce the price at this time, or also choose to be free, it is possible to let this 10,000 people, only 7,000 people choose the tailwind during the free shipping period.

According to the 80% retention rate, only 5,600 of these 7,000 people will eventually convert into sticky customers with tailwind.

In this way, you can greatly retain your own market users.

In other words.

Now it is not a problem of them taking the initiative to reduce the price, but Jiang Chen’s tailwind, preemptively, directly through the free shipping activity, forcing them to reduce the price and the price, if not the price is reduced, there is no room for negotiation!

This is Jiang Chen’s ruthlessness in the marketing competition.

Instead of waiting for you to reduce the price and force yourself to fight a price war, it is better for me to preemptively strike and make a ruthless move, directly and free to grab a part of the consumers with a thunderous momentum, and then force you to fight a price war.

This courage, this determination, even Teacher Ma is a little shocked.

In the past, because he had no conflict of interest with Jiang Chen and was not on the opposite side, Teacher Ma still felt less obvious.

Now with Jiang Chen’s entry into the logistics and transportation industry, Jiang Chen’s courage made Teacher Ma feel frightened and enveloped by an extremely strong pressure.

“Now that Shunfeng has launched the Chinese New Year Shipping to Help Go Home’ free shipping campaign, we must launch a similar event tomorrow!”

Teacher Ma thought for a moment, then said directly.

Time.

The four responsible persons who had three links and one connection were immediately stunned.

“Launching a similar free shipping campaign? Wouldn’t it be too costly?”

The person in charge of Yuantong said.

“Yes, free shipping, may make domestic shipping users usher in a blowout period, coupled with our usual collection volume, how much money does this lose?”

“It’s okay to just cut the price, right?”

The person in charge of Shengtong and Ultimate Tong also said.

Jiang Chen himself has no user base, and his free practice is equivalent to buying users with money, but they are different.

The three links and one reach itself have a huge user base.

For them, free shipping does not bring many users, which is obviously a bloody behavior.

“Tailwind is free, we’re just cutting prices, do you think it makes sense?” So even if it’s not cost-effective, you must launch a free shipping campaign. ”

Teacher Ma glanced at the three of them, and finally said categorically.

Between paid and free, 99% of domestic users will definitely choose free.

Therefore, a simple price reduction is of little significance.

If you can beat the free, only free.

Only three links and one delivery, and also closely follow the tailwind to launch similar free activities, can retain existing users, otherwise everyone will run to Shunfeng to enjoy free shipping.

This is no longer a question of whether they want to reduce the price or not, but they have been forced by Jiang Chen to the point where they must be free.

“But the point is that if it is free, it will touch the interests of the site and the franchise, I am afraid that those franchisees may not cooperate!”

The person in charge of Yundai said worriedly.

The three links and one delivery take the asset-light model, and the express pickup business is outsourced to the franchisee, unlike Shunfeng, each site is managed by the head office.

I want to run a free shipping campaign.

Even if they want to, the following site franchisees may not agree, right?

“The company makes up money for them.”

Teacher Ma said lightly.

“How long is it free?”

“As long as the wind goes downwind, let’s do it for as long as we want!”

Teacher Ma said.

“Okay then!”

The four people in charge of the three links nodded.

Teacher Ma continued: “In addition, starting tomorrow, we will comprehensively rectify the service problem of the three links and one delivery salesman. ”

“Comprehensively rectify the service problem of the delivery salesman of three links and one delivery?”

“That’s right!”

Teacher Ma nodded, “Free shipping activities, it is impossible to last long, Jiang Chen also knows this, so in the end it is still service, only the service can really retain customers, so tomorrow will start to comprehensively rectify the express delivery business of three links and one reach, and improve the service quality of salesmen.” ”

“But the problem is that the service problems of our four express companies have been criticized for a long time, and the people below have become accustomed to it, and they will want to rectify it for a while, I estimate it will be difficult!”

“Even if we want to rectify, the key is that those franchisees and agents do not want to rectify, and it will definitely be very difficult for us to implement.”

The person in charge of Yuantong said to the person in charge of Yundao.

This is the disadvantage of the asset-light model, the headquarters orders are conveyed, franchisees or franchisee sites, may not be followed.

This leads to the uneven quality of each franchise area or the express brother of the site, and the service is not guaranteed.

This is due to the enterprise development model.

It won’t change it for a while.

“If it can’t be changed, it must also be changed, it is difficult to implement, and it must also be implemented, otherwise we will wait to be squeezed out by the tailwind!”

Teacher Ma roared, “Therefore, starting tomorrow, the headquarters will select employees and set up a special supervision team to supervise the various franchisees and sites across the country, and find that the express delivery is seriously damaged, the parcel is seriously lost, and there are franchisees or sites with a user complaint rate of more than five percent, directly supervising and rectifying.” ”

“What if they don’t carry it out yet, rectify?”

“Then cancel the site and remove their franchisees!”

One word.

The entire conference room instantly fell silent.

The four responsible persons of the three links and one connection looked at Teacher Ma even more and couldn’t help but swallow.

If you refuse to cooperate with the rectification, improve the service.

Directly canceling the site and revoking the franchise is a very serious punishment.

It can be seen that Teacher Ma is real this time!

It was Teacher Ma, who did not have much expression on his face.

Mercy is not in charge.

When it was time to be ruthless, he was never merciful.

So after announcing his decision, he asked again: “Do you understand?” ”

“Got it!”

The four leaders nodded.

When things have come to this point, there is no other way except to keep up with the tailwind, launch free shipping services, and rectify the service quality of their own express brothers.

So even though they knew that Mr. Ma’s measures might cause the following franchisees to overreact, the four of them hurriedly implemented it!