Ordinary Road 2010

When it’s shift time, some taxis start to stop here one after another. Usually, the drivers will find a place to eat or smoke a few cigarettes before and after this time, and they will chat with familiar drivers when they meet them.

The locals who travel thousands of miles see the timing is right, and they will go up and chat with each other every now and then.

"Master, good morning. We are the staff of Beijing Wanli Travel APP. We just launched it yesterday and are promoting it. If you join now, there will be a very big discount. Are you interested in learning about it?"

The reason why young girls are used in the operation is because most people don't like to talk about this form of sales, and only they may be given more patience.

"What app? What activities do you have?"

This sentence is a good start, and the local push can be used to introduce it endlessly: "We just launched the Wanli Travel APP, which is a taxi app. Master, have you ever used Tutu taxi or Shake?"

Just like the situation in the food delivery market, Lin Yi was not the first pioneer to eat crabs, so many drivers have already been exposed to other taxi-hailing software.

"We are close to their form, that is, after the passenger sends the order, he will voice broadcast to the nearby driver, and after grabbing the order, he can pick it up. But our software is more advanced than theirs, with faster response and less traffic."

This is not nonsense, Lin Yi and his CTO Wang Kai are very confident that they are better than Dudu Taxi at the technical level.

And now it is 2013, traffic charges are not a small expense for taxi drivers, so those who are the first to contact taxi-hailing software are very concerned.

"Our boss, I don't know if you have heard of it? He is an entrepreneurial genius who has earned 19 million US dollars in 2000 years and has been featured in the Youth Daily. He also happens to be from Lin'an. Everyone says he is Jack the Pony."

In fact, before some media compared Lin Yi to a king star, "Pony Jack" was putting money on his face.

It's not that Lin Yi likes to brag, this is an ordinary salesmanship, exaggerating that this company has a strong background.

"Our company's name is Pengcheng Wanli, and it will bring you good luck just by hearing it."

The last sentence is pure metaphysics, and some people will still accept it.

After a set of lines that have been memorized for a long time, the driver master is usually pragmatic and not unrealistic, and will skip those bells and whistles and get to the point:

"I've already installed a tuk-tuk to take a taxi, why should I pretend to travel thousands of miles like you?"

Ditui took the opportunity to say: "This is to mention the promotion I just mentioned. Now that the app has just launched, you, as the first batch of registered drivers, can get a small gift from us, which is a practical mobile phone holder."

"In addition, after you register, you only need to be online for 8 hours a day. After one month, we will reward you with 100 yuan call credit, which will be charged directly to your mobile phone."

The driver asked back: "As long as it's on, it's fine, and it's fine if you don't run a single order? You won't be sent by the telecommunications company to steal my traffic?"

"It's okay if you don't run away with an order!"

Ditui said very positively, "I just said that our software saves traffic compared to Tutu taxis. You will know it in a day. But if you receive more orders, there will be additional rewards."

This sounds like a big mistake, but in fact, as long as the driver is driving the Wanli Travel app, there will always be orders broadcast, and there will always be ones that he thinks are suitable. Lin Yi is not afraid at all that he will not take the bait.

As for each driver sending a mobile phone holder and 100 yuan for calls, the cost is not high.

Although there are 1 taxis in the capital, it took a year for Tudu Taxi to claim full coverage. Lin Yiyi planned to take [-] drivers in a month to achieve his short-term goal.

In 2013, many taxi drivers didn't even have smartphones.

For those drivers who are tempted, they will chase after them: "You think so, master, this is considered as the company paying you to try our products for a month, and you will know whether you can make money or not!"

Once the tone is loose, they will take the initiative to take the driver's mobile phone to help them install the Wanli Travel APP, and guide them to register.

The passenger terminal of Wanli Travel does not need to register, and the order can be dispatched by directly entering the departure and destination.However, the driver terminal needs real-name registration and review of operating qualifications.

Li Moyan squatted at this site on Jingmi Road for three days, and then handed it over to Wang Yuqi to continue to move to other sites to check the promotion situation. After a few days, he has visited all the promotion sites they have set up so far.

At the last stop of her inspection, it was already morning after the shift period. Originally, at this time, they should be disbanded on the spot and let the group of operators who had been up for half the night go back to rest, but this time they can't leave for the time being.

Because Lin Yi brought a few colleagues over to express condolences to them, and announced that he had arranged a place nearby to treat them to breakfast.

"Oh!"

Whether you want to go or not, you can't refuse the boss's treat, so the little girls in the operation seem to agree excitedly.

This time I came here without saying hello in advance.

After staying up all night again, Li Moyan saw Lin Yi coming up from the direction of the rising sun against the light. His figure looked a little blurry. He handed over a bottle of water and said:

"Thank you, Senior Sister."

Chapter 375 Lin Yi's Generosity

Lin Yi didn't take the lead in participating in the front-line promotion like his senior sister these days, but only listened to their results report once a day.

Of course, he was not idle either.

After receiving the water, Li Moyan asked, "Did Dudu Taxi take any action?"

Lin Yi has been paying attention recently: "Not yet, we deliberately did not promote in places such as airports and train stations that we already occupied before Tutu Taxi, but chose the timing of driver handover. One of the reasons is to avoid Edge."

"However, no matter how slow they are, they must have discovered our whereabouts in the past few days. It just takes a little time to react. Most of Cheng Wei's operations have been sent south by him."

"To be honest, based on the coverage of Tutu taxis in the capital, there is really no need for him to grab the driver from us. It is estimated that Cheng Wei's methods are still to come."

Li Moyan shared with him the promotion situation of the last night. Overall, it went smoothly, and finally concluded:

"With our current promotion speed, even if a tuk-tuk taxi comes over to set up a stall on the opposite side, we are not afraid. The existing registered drivers have formed a certain scale. Is the passenger side ready to start now?"

This is also what Lin Yi has been busy in the past few days. He confirmed: "The manpower is ready, and it has been distributed this morning."

What is his so-called manpower?

1600 people!

Lin Yi's local push team is not small, but there are only 80 No. [-] people. Naturally, this number is not regular employees, but temporary workers recruited.

The specific method of use is: before they go online, they have selected 16 high-end office buildings with the largest number of office workers in the capital and the most concentrated big V Internet celebrities. The entrances and exits stood by and waited for the distribution of leaflets.

A super high-rise office building with no vacancy can accommodate thousands of employees, and the number of people in a hundred buildings is already considerable, and the consumption power of white-collar workers is sufficient to form a sufficient demand for taxis.

The reason why I chose those office buildings where Internet celebrities gather is because these people have a high volume of voice on the Internet, and if they post a few words on the Internet, it is considered an advertisement for Wanli Travel.

Lin Yi is not someone who waits passively. He has already spent a sum of publicity money and arranged for a group of nurses to create momentum for him, hoping to form a spontaneous publicity effect.

On the passenger side, although Lin Yi didn't offer that much subsidy, there was also a [-] yuan fare discount coupon for each person who placed the first order.

In addition to these ground promotion methods, Lin Yi did not choose any other more seemingly "tall" publicity methods.

This trick was learned from Wang Xing. At the beginning of the "Thousand Regiments War", each regiment was not the one with the most money, and many of his competitors were richer than each regiment.

For example, someone paid a lot of money to invite Uncle Ge to shoot an advertisement, and then put it in the prime time of China Television, but the results proved to be not good. After the money was spent, all the group buying websites were dead.

The reason why traditional advertising methods have encountered a big bottleneck in the Internet age is that people's attention and time, the so-called "traffic", have been transferred online.

The second is that it is difficult to quantify the cost-effectiveness of TV advertising. You cannot calculate how many new users came after watching the advertisement.

The advantage of online advertising is that its conversion efficiency is fully documented and can be continuously improved through so-called "intelligent algorithms".

This set is the core logic of Byte.

In terms of revenue structure, many large Internet companies are essentially advertising companies. The meaning of competing for traffic is to compete for the share of the advertising market, especially in the era of stock competition.

Closer to home.

Wang Xing’s experience can be summed up in one word: directly subsidizing users is the most efficient way to spend money.

In short, getting the manpower ready so quickly has been smooth beyond imagination. Li Moyan asked, "Where did you recruit so many people?"

Lin Yi didn't hide it: "I used to work as a part-time delivery person at Random Food Delivery Network. After each group took over, I was replaced by a re-recruited full-time delivery person."

"So I asked the captains of the previous districts in the capital to assign them this task, and I got the number of people together very quickly. Otherwise, I really don't know where to find people for a while."

The reason why he wants to engage in such a big battle is that time is really tight, and the second is to beware of tuk-tuk taxis making trouble, so the battle is resolved quickly.

Li Moyan still felt a little fluctuated in his heart after listening to it, for these two people, casual food delivery.com is a very special name, although it is no longer there.

However, the senior sister is not a person who hurts the spring and autumn after all, and soon refocused on the career in front of her.

"The current promotion on the driver's side is good, and I won't come over to watch it in person in the next few days. If the passenger side can go smoothly through this wave of promotion, then we should have orders soon."

Wan Li's strategy this time is to hold high and fight high. The money is spent like water, but as long as it is used in the right place, it will soon see results.

Lin Yi didn't urge the senior sister to rush to work, but asked her to go back to school to rest after staying up in the middle of the night, and see you at the company in the afternoon, and then went to check the effect of today's round of promotion by herself.

The way he checks is not to directly look at the number of installed machines in the background, but to use his own APP to take a taxi to the vicinity of Chaoyang CBD.

This is the most concentrated area of ​​high-end office buildings in the capital, and it is naturally also the key coverage area of ​​this round of promotion. In the morning, part-time workers who have traveled thousands of miles should be everywhere here distributing leaflets.

Lin Yi guessed that many people got the flyers and threw them on the ground. However, this area is obviously cleaned very frequently, and it has been restored to cleanliness at this time.

He deliberately chose the time for lunch, and found a nearby restaurant with a lot of people. He sat down and ordered something while paying attention to the conversations of the white-collar workers who came out to eat at noon.

After filtering down to the office gossip and boring daily life that had nothing to do with him, he finally heard what he wanted.

"Hey, did you receive the flyer for that taxi-hailing app this morning? It seems to be called Wanli? I actually received it three times during the walk from the subway station to the office downstairs!"

Another voice interface said: "I also received it, but these taxi-hailing apps are similar, what's the difference between your family and mine?"

The previous one replied: "Before I threw the flyer in the trash, I saw that it said there was a ten-dollar credit for the first use."

"Ten yuan is not a lot..."

At this time, a third voice came out and said, "It's true, and recently they are doing promotional activities, and there is a certain chance that they will be drawn for free when paying."

The first two voices asked, "How do you know?"

The third replied: "I followed a nearby lifestyle blogger on Weibo. I just saw it from her this morning, saying that there is wool to squeeze..."

They didn't spend too much time on this topic, and passed it with a few words. Lin Yi didn't jump out to make a recommendation, but just nodded in satisfaction.

This is his purpose. According to the law of communication, as long as the high-intensity promotion in a short period of time covers more than 30% of the population, there will be a chance to spontaneously form a topic.

The three girls just chatted casually and did not show a clear intention to use it, but Lin Yi felt that if they needed a car recently, they should be able to think of this app.

If you are lucky, one or two customers will be converted.

Lin Yi is now very much looking forward to a sudden heavy rainstorm in the capital, but it is a pity that artificial rainfall is not a service that can be played casually.

It's not that he has any special love for rainy days, nor does he want to see the sea on the road, or test the drainage system of the capital.

Severe weather will increase people's demand for cars.

At that time, there is no need to distribute any leaflets, and those who cannot reach the roadside to hail a car will spontaneously download the app and start calling a car.

Chapter 376 Zhang Wei's Counterattack

Lin Yi did not wait for the heavy rain that came to the capital as he wished, but instead waited until Cheng Wei, who had been inactive all this time, finally made a move.

The silence before, maybe he was observing, maybe he was preparing.

But no matter what, Cheng Wei will not just watch Lin Yi develop and grow comfortably in the capital, and cut his own way.

As Lin Yi analyzed before, the coverage rate of Dudu Taxi in the Beijing market is already very high, so it is a disadvantage to directly compare with him like Lin Yi, because the promotion effect of Dudu is very limited.

So the final result is also very old-fashioned, and Cheng Wei really adopted the most direct tactics.

Lin Yi is having a meeting with his team in the company at the moment, and he personally introduced: "Dutu Taxi has recently issued a batch of discount coupons in a concentrated manner, just in those areas we promote, and the strength is no less than ours. This move has significantly affected us. of new user growth."

After all, in the case of similar discounts, users still tend to continue to use the original APP, which can save the trouble of downloading and using a new APP.

Zhang Xun was very active: "Then should we increase the discount accordingly?"

Lin Yi rejected the proposal: "No need for now."

This is not because he is guilty of Cheng Wei. Although Dudu Taxi raised 1500 million US dollars from Goose Factory in the last round, which is more than Wanli Chuxing’s 1000 million start-up capital, but that was already in April!

"Before we paid for Tutu taxis, now it is September, and I paid him all the previous 9 million US dollars, and there is absolutely less than half of it left."

"Because Dudu hasn't been idle for the past six months, he has fought hard in Shencheng, Yangcheng, and Lin'an. I heard that he spent 300 million US dollars in just one place in Shencheng."

"That is to say, compared with the current cash reserves, traveling thousands of miles is definitely more than taking a tuk-tuk taxi."

"But like I said, the capital city is important, but it's just a starting point for us, not an end point, so there's no need to fight bayonets."

"Of course it doesn't mean that we don't pay much attention to the capital. We still have to resolutely and decisively implement the plans we made before and complete the set goals."

Another reason why Lin Yi is unwilling to fight for subsidies with Dudu now is that he knows that the current amount of money, no matter how hard they struggle, is still a drop in the bucket.

And he didn't intend to squeeze out the dominant position of Tutu Taxi in the capital market as soon as he came up. If he has the ability, he just needs to sweep all the way in the future.

Li Moyan agreed with Lin Yi's opinion: "We said before that the main purpose of the battle between Beijing Breakout and Dudu was to train troops and to accumulate experience and lessons for our future development."

"The secondary purpose is to occupy a place in the capital market and complete the debut of Wanli Travel in the taxi market."

"It doesn't include sharing a life-and-death relationship with a tuk-tuk taxi, so our task at this stage is to adjust the direction of promotion, expand in directions that have not been covered before, and at the same time test and summarize the effects of different promotion measures."

Although 100 office buildings are many, they are by no means all of the capital. They still have many places to go.

Lin Yi and Li Moyan are the two most powerful people in the company, followed by CTO Wang Kai, but he is only in charge of his own department, so there will be no objection to the decisions made by these two people.

Wanli Travel adjusted the direction here, and Dudu did not let it go lightly, but followed them wherever they turned, and distributed the coupons there.