Rebirth: War on the Honest

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These two functions are core functions. As for other functions of the enterprise, they can actually be outsourced.

In the early stages of the birth of many new species, there is an opportunity to create new categories. However, if you do not seize the time window, or do not seize user awareness during the time window, it is equivalent to running naked.

For example, who was the first domestic astronaut to launch into space?

Everyone knows it is Yang Liwei.

But who are the second, third, fourth, and fifth astronauts to launch?

no one knows.

The reason is that before Yang Liwei, the time window of "the first astronaut in space" was open.

As soon as Yang Liwei launched into space, the media reported that Yang Liwei was basically equated with the astronauts.

In the following two, three, four, five and six, in fact, the astronauts who launched later had better physical strength and better skills, but it was of no use.

Therefore, the basic logic of any industry is the same, which is to seize the first place in the category in consumer awareness.

Once you take the lead, you will establish a moat to a large extent and close the door to competitors.

Take Paradise Group for example. Currently, almost all of its products are differentiated products created through innovation, but it also has Coffee Justice, which focuses on marketing. Several carriages go hand in hand to create a thriving business empire.

The Ele.me team that Gu Yun is eyeing is a leader in marketing and seizing user awareness.

To quote a popular saying:

There are no successful enterprises, only enterprises of the times.

This sentence is the most appropriate to describe Ele.me.

"Okay, I just asked friends from other companies. It seems that the founder of Ele.me is still a college student who has not graduated long ago."

He Xuan stuck out her tongue. She would never deliberately control her emotions in front of Gu Yun.

"What's wrong with college students? Aren't you also a college student, and am I too?"

Gu Yun smiled and rubbed He Xuan's head. He also heard another meaning in the assistant's mouth.

College student entrepreneurial teams often have little experience, lack of stamina, and lack of structure.

"How can it be the same..."

Of course, except for the monster Gu Yun, He Xuan had no intention of comparing her boss to anyone else.

In fact, Zhang Xuhao, the founder of Ele.me, is really an outstanding top talent.

Among the founding team of Ele.me, Zhang Xuhao has many labels: post-85s, master's degree from Shanghai Jiao Tong University, etc., and the most resounding label is that of the founder of Ele.me.

In 2008, graduate student Zhang Xuhao, who was only in his early twenties, co-founded Ele.me with a few friends.

The original intention of the establishment was very simple. During school, Zhang Xuhao and his roommates played games together. They often didn’t think of eating until after meal time, so they often ordered takeout in the dormitory.

But at that time, ordering for takeout could only be done through phone calls or text messages. In addition, it took a long time for the merchants to deliver the food, which was extremely inconvenient.

It happened that e-commerce such as Taobao was in the development stage at that time, and online shopping gradually penetrated into everyone's daily life. Therefore, Zhang Xuhao came up with the idea of ​​ordering food online through the combination of the Internet and takeout.

When he told his other roommates about this idea, they hit it off and decided to jointly develop an online food ordering system platform, which is now "Ele.me".

In order to turn his dream into reality, Zhang Xuhao gave up studying for a doctorate. Due to financial constraints and unable to hire employees, Zhang Xuhao and his roommates became Ele.me's first team of delivery riders.

At that time, Zhang Xuhao negotiated cooperation with restaurants around the school and took a 15% commission from the restaurant for each order.

The main cost is to print and distribute brochures to students, and also print advertisements for nearby businesses to earn advertising fees. The tens of thousands of yuan in printing fees and part-time student wages are evenly divided from these incomes.

Due to the inefficiency of telephone ordering, Zhang Xuhao began to expand this model to the Internet, and the Ele.me website came into being. The real scale was the development of the Napos system.

"Han Tang" is the earliest restaurant that Ele.me cooperates with at Jiaotong University. After participating in Win in China, the owner of this restaurant thought that Ele.me's model was very interesting, so he sold his restaurant to join this young team.

.

It was his joining that gave Zhang Xuhao a deeper understanding of the catering industry, so he integrated many of the restaurant's needs into the software, and finally formed the "Napos system" exclusively developed by Ele.me.

"A restaurant that survives depends 70% on management and 30% on taste. Therefore, Napos will also help the restaurant analyze which dishes are best-selling, so that it can continue to sell better dishes."

Zhang Xuhao once said this.

A Guilin rice noodle boss posted a detailed chart on Moments. The data analysis of the takeout system showed that the takeout business can help him sell products with higher gross profit margins.

If we look at Ele.me, a food delivery company, from the perspective of its profit model, in its early days it was more like a company selling Napos software services and solutions.

The restaurant cooperates with Ele.me and only needs to pay an annual fee of 5,000 yuan a year to use the software. Later, the service fee was reduced to 4,820 yuan with a discount.

Restaurants no longer need to take orders over the phone, which not only brings orders but also improves operational efficiency. During peak periods, most of the partner restaurants are Ele.me's paid restaurants.

Today, among the small and medium-sized restaurants that Ele.me cooperates with, the management said that 80% or even 90% will use the Napos system, and only need to confirm the order on the computer or mobile phone background.

In a few years, from phone ordering to web ordering, and finally to a smartphone ordering platform, it can be said that Ele.me has set a precedent for online food delivery, and can even be said to have created a precedent for China's food delivery industry.

Ele.me, which has only one store and no other branches, is the leader. It has a bright future and a bright future.

In 2010, with the rapid rise of smartphones, "Ele.me" also ushered in new opportunities and became more popular. At that time, Ele.me once had more than 20,000 users and an average daily transaction volume of 3,000 orders.

The Caotai team kept struggling like this, and finally reached a turning point. In early 2011, Ele.me received Series A financing from Jinshajiang Venture Capital.

Ele.me has become a hot potato. Almost everyone will be envious after seeing it and want to get a piece of the pie.

Since then, Ele.me’s business style has begun to change, transforming from a tool developer to a traffic provider, and embarking on a platform-based development channel.

Coupled with the rise of the mobile Internet, ordering applications based on LBS have been improved and the experience has improved.

The opportunities given by the times are always reserved for those who are prepared.

There are endless imitators in the market, and Meituan Waimai also came into being in 2013.

"Then, shall I make an appointment with Mr. Zhang to have dinner with you?"

He Xuan listened to Gu Yun briefly talk about a series of the other party's deeds, and felt that he was a rare talent.

"You tell him in advance, and I will go to Shanghai to talk to him in person."

Meituan Waimai has not yet entered the market. As a college student entrepreneur, Zhang Xuhao actually has no pressure or sense of urgency from competitors.

He is a man who takes soft things rather than hard ones. After winning the Hundred Regiment War, he was once dubbed a hero.

Especially under the pressure of Meituan, a powerful competitor in later generations, under the leadership of Zhang Xuhao, Ele.me has always shown a "tough" style.

One case is that in internal meetings of the company, Zhang Xuhao would sometimes burst out, bang the table and start roaring.

How to talk to such a person? Gu Yun stood up, already having his own plan in mind.