Zhongxin Finance, June 23 (Zuo Yuqing) "When is the order free today?" In the past two days, netizens are most keen to guess, undoubtedly Ele.me's free order time.
“0 yuan for takeout”
On the 21st, Ele.me announced the full launch of the "Summer Action" and launched the "1-minute free order" campaign. Consumers who place an order within a specified time will have the opportunity to qualify for a free order after the order is delivered.
"0 yuan to eat takeaway", so that "hungry for free" related topics frequently appear on Weibo hot search.
Being able to eat takeaways for free naturally attracted many netizens to come to "choose wool".
Zhongxin Finance learned from Ele.me that as of 17:00 on June 21, Ele.me has directly waived orders for hundreds of thousands of users.
According to Ele.me’s order-free rules, this activity is limited to the Ele.me app. Consumers need to guess the time period for the order-free order based on the topic released one day in advance. The event is limited to catering establishments only.
At the same time, the bonus pool for each time period is limited, and the order-free qualification is on a first-come-first-served basis.
Ele.me’s order-free rules announced on official Weibo.
For the order-free activity, Ele.me said that for local businesses who have experienced the impact of the epidemic in many places, this summer is an important time for business recovery.
To this end, Ele.me will launch a number of measures to better attract customers and increase orders for merchants during the peak summer traffic season.
Is the wool good to sew?
Although Ele.me released the order-free rule, netizens still expressed "very confused" in the specific operation.
On social platforms, many netizens reported that they overturned the car for free.
Some netizens said that the free delivery must be delivered by the Blue Knight or Hummingbird, and the city-wide delivery, errands and self-pickup did not participate in the free activities; Those who place an order late get a free order; some netizens pointed out that whether the trigger keyword refers to the category or the product name is still unclear in the actual order.
In this regard, many netizens who have not been exempted from the order have complained and said that they have obtained the qualification for exemption from the order in the subsequent "compensation and exemption".
In addition to the fuzzy areas in the rules, the difficulty of the soaring puzzles and the logic of reasoning have also been criticized by netizens.
On the evening of the 21st, Ele.me released a puzzle for guessing the free time period. However, until 11 am on the 22nd, Ele.me said that there were still no netizens in the comment area who guessed the time correctly.
Although Ele.me then gave a series of prompts, the patience of netizens was gradually exhausted, and some netizens directly said: "It's down."
Another netizen expressed confusion about some of the free time periods: "Who is eating at 14:14? Isn't this time (free) a bit outrageous?"
The puzzle that was complained by netizens "below the head".
Zhongxin Finance noticed that most of Ele.me's free items are milk tea juice, and the time period is mostly non-dinner time.
And netizens, in order to "screw wool", many orders are between 100-200 yuan.
Yang Xu, a senior analyst at Analysys Analysis and Research Center, told Zhongxin Finance that the focus of the Ele.me free-order campaign is to increase the repurchase rate of users and increase the capacity during off-peak hours.
"At the same time, Ele.me's order-free activity is novel and highly interactive, which drives netizens to actively interact and participate in the topic, creating a hot spot of public opinion and bringing a wave of marketing topics."
Jingdong wants to enter the game, and takeaway is welcoming a new round of war?
For the food delivery market of Meituan and Ele.me, there may be a strong competitor-JD.com.
Recently, Xin Lijun, CEO of JD Retail, told the media that JD.com is exploring the possibility of entering the food delivery industry.
Although JD.com's development plans for its food delivery business were not disclosed, Xin Lijun said JD's logistics subsidiary, Dada Express, has "strong capabilities" in intra-city delivery.
Data map: JD Logistics couriers are delivering couriers.
Photo by Yang Yi
The last round of takeout war ended with Baidu Takeout being acquired by Ele.me.
If JD.com tests the water, will there be a new model for food delivery?
Yang Xu believes that the business carrying of JD’s takeaway service is JD Daojia, and the capacity support is Dada.
On the whole, it still belongs to the extension of JD Logistics' last mile home service.
"The challenge is huge. The barriers to the food delivery industry have been built, and the layout of Meituan and Ele.me in major cities across the country has long been over. Now entering the market, for JD.com, whether it is the competition for catering merchant resources or users, it will be A war of attrition."
However, Yang Xu believes that there will not be a new round of takeaway subsidy wars.
"The food delivery industry has been developing for many years, and it has already moved from extensive money-burning to refined operation of users, and even to the stage of digitally empowering catering merchants and providing merchant services. Food delivery is not a business for C-end users, and B-end merchants have long been valued. "(Finish)