Activating the new kinetic energy of consumption in 1 minute, the Internet platform has 'new tricks' to help the real economy

As of August 3, Ele.me has accumulated more than 3.5 million free orders for consumers, and orders have covered more than 600,000 catering businesses.

“What is ‘English’ in Guangzhou English?” Xiao Peng, a white-collar worker who had just read the new topic of “Guess the answer for free”, was aroused by this unexpected topic, “Following the clues provided, I Only when I found out that there are museums in Guangzhou Thirteen Lines, did I realize that there is such an interesting Cantonese history as ‘Guangzhou English’.” Xiao Peng told reporters that in order to obtain the qualification for exemption, she and a few close friends have established a In the communication group, every time a new topic appears, friends will discuss with each other in the group, and at the same time, it is necessary to order takeout. “Everyone who participated in the event wanted to have fun. Those who should order food or takeout would still place an order, but in order to verify their answers, sometimes they would order an extra milk tea or a hamburger. It can also be regarded as a contribution to consumption.”

According to Ele.me’s data, as the main event of “Summer Action”, after the launch of Ele.me’s “Order Free” project, the market feedback was very popular, and users paid for this unexpected surprise: the event has been posted on Weibo more than 20 times. Hot search, the Ele.me APP download ranking climbed from the 26th place in the overall Apple app list to the 6th place in the overall list in just two days, and the first place in the food and drink list. On June 30, the first phase of the project was launched for ten days, with a total of 956,000 orders free of charge, a total of nearly 1 million. On the evening of August 4, Ele.me once again disclosed the latest progress: as of August 3, it has accumulated more than 3.5 million free orders for consumers, and orders have covered more than 600,000 catering businesses.

As an Internet platform, Ele.me’s “1 minute free of orders” campaign undoubtedly provides a win-win opportunity for consumers and merchants. Behind the “1 minute”, the Internet empowers the real economy and stimulates consumption and promotes domestic demand. new ideas and new paths.

The “ten years of work” behind “1 minute”

On June 21, Ele.me announced the full launch of the “Summer Action” when the 2022 Summer Solstice approached, and launched the “Guess the Answer Free Order” surprise event in the “Free Order 1 Minute” event. During the event, consumers based on the platform Question clues can be waived by placing an order for the specified category at the correct free time and region every day.

The Cantonese-style teahouse, on behalf of the enterprise Diandude, mobilized store resources for canvassing and publicity for the “city bill free special session”.

In the eyes of industry insiders, the direct and interesting interaction fits the enthusiasm of many consumers for participation, stimulates a significant rebound in local consumption willingness, and activates the vitality of catering consumption in more time periods. Behind it is the test of the platform’s insight into merchants and consumers and the ability to integrate platform resources.

“I didn’t expect the question to be so difficult.” In an interview, the relevant person in charge of the Thirteen Lines Museum in Guangzhou admitted frankly about the rigor and fun of the question in the process of participating in Ele.me’s “guess the answer without a ticket” activity. The requirements, etc., greatly exceeded their expectations. “On the one hand, we hope to combine the Cantonese cultural collections in our museum to spread Cantonese culture through activities, and on the other hand, we hope to join hands with Ele.me to contribute to the promotion fee.”

It is understood that in order to make the topics of each issue more localized, more informative and interesting, and more rigorous, Ele.me has gathered resources and At the same time, elements such as local culture and scientific knowledge are integrated into the topics of each issue. While fully mobilizing the enthusiasm and interest of consumers, it also strives to provide a new path for the dissemination of scientific knowledge and traditional culture.

According to reports, in the “Guess the Answer Free Single” topic with the theme of “Guangzhou English” launched in cooperation with Nanfang Daily, Nanfang + and Guangzhou Thirteen Lines Museum, it is about a mixed Chinese and English “Guangzhou English” in the 19th century. The extension of the topic shows to the public that as China’s foreign trade window, the merchants of Guangzhou Thirteenth Bank rely on this “Guangzhou English” to communicate and communicate with foreign businessmen, which also allows the public to have a further understanding of Guangzhou’s history and culture. understanding.

From the perspective of industry insiders, from keenly discovering the needs of merchants and consumers, launching the “guess the answer free of charge” campaign, to cooperating with third-party agencies to jointly promote topics with cultural and knowledge connotations, Ele.me has given full play to the platform. The accumulation of insights into the needs of businesses and consumers and the advantages in resource integration have contributed to the social and economic recovery from the Internet industry.

Consumers: Happy ordering, happier with free orders

“Wen (one), capital (two), geography (three), branch (four), radiance (five), past (six), heart (seven), choking (eight), Ni (nine), ten (ten) )…” In less than half an hour, the “Guangzhou English” “Language and Culture Questions” launched by Ele.me, Nanfang Daily, Nanfang + and Guangzhou Shisanxing Museum was announced. “Has been cracked by netizens, and left messages on related topics on Nanfang Daily’s Weibo.

The data shows that the “Guangzhou English” and “Language and Culture Questions” launched by Ele.me, Nanfang Daily, Nanfang + and Guangzhou Shisanxing Museum have driven more than one million readings by netizens on Weibo, and the number of netizens’ comments has exceeded 3,000, of which The topic #foreigners come to Guangzhou to learn Guangzhou English# has been on the Sina Weibo Guangzhou city hot search list for two consecutive days, and the topic has been read more than 10 million times.

“The takeaway order you just placed is free for you.” Xiao Cheng, who has been a loyal fan of the event since Ele.me launched the “Guess the Answer and Free Order” campaign, has published in “Guangzhou English” “Language and Culture Questions” There is another win in this topic, and I won a free order reward. “Because I am an authentic Guangzhou native, I felt very confident after this topic was announced. After communicating with some friends, I basically determined a few free time for orders, and I clicked to place an order to try my luck.” According to Xiao Cheng said that he placed a milk tea takeaway order shared with his colleagues, and the order price was nearly 200 yuan. “The free amount of the ‘Guess the Answer Free Order’ campaign is 56 yuan, but I also hope that everyone can share this happiness, so I ordered milk tea for all colleagues in the department.”

It is understood that after the end of each “free order” activity, Ele.me continuously optimizes and iterates the participation rules based on user feedback. It is suggested to make adjustments to the gameplay: the upper limit of the single free order amount will be adjusted to 56 yuan, which not only means “I am happy”, but also advocates placing orders on demand to reduce waste. Single reward, in order to hope that more consumers can get the opportunity of free single.

In addition, Ele.me has also added a rule that users who cancel multiple times will lose their order-free eligibility to protect the interests of merchants.

“The rules of the platform are constantly improving, and the setting of one free order reward every day has basically eliminated the situation of brushing orders, so that everyone can participate more at ease.” Netizen Xiao Gao is also a fan of the “Guess the Answer Free Order” activity. In his view, the platform’s continuous improvement and improvement mechanism also makes everyone more willing to participate. “Sometimes I also participate in some promotional activities on the e-commerce platform, but I found that the general routines are too deep, and it is difficult for ordinary netizens to really get rewards, but Ele.me’s ‘guess the answer free of charge’ activity is more realistic, myself. I and my friends have been rewarded with free orders, and everyone participating in such activities is not only to fight for hand speed and network speed, but more importantly, everyone can use their imagination, discuss and exchange with each other, and get another happiness. .”

Merchant: Business recovery is more than “1 minute”

In the summer consumption heat wave brought by this wave of “free orders”, local time-honored brands and new brands in Yangcheng have also tried their best to mobilize the private domain resources of stores, optimize the operation flow of the team, and fully grasp the business growth behind the traffic. Chance.

As the core participating merchants of the “City Free Show”, Diandude has mobilized the private community of all stores across the country this time to promote the city contest. At the same time, the store has also gained strong business growth while disseminating the opportunity of order-free to fans.

“After the launch of the event, the free-to-order cities distributed by Diandude stores have increased to varying degrees. Among them, the free-to-order assistance value of users in Shenzhen, Shanghai, and Guangzhou in this round is much higher than that of other cities, so we are located in Shenzhen, Shanghai, and Guangzhou. The growth rate of store orders in these three cities is more prominent.” The relevant person in charge of Diandude revealed.

The person in charge believes that the activity of “guess the answer for free” can not only bring different degrees of exposure and performance growth to the merchants, but also stimulate interesting challenges for customers, attract customers to re-create and spread, and increase customer engagement. The stickiness of the merchant platform.

It is not only brand merchants who have received growth surprises, but many local small and medium-sized merchants have also felt the business dividends brought by the event traffic.

“On the day of the Guangzhou order-free event in July, the daily increase in takeaway orders exceeded 40%. I didn’t know what was going on at first, but the orders poured in. Only later did I know that it was Ele.me’s ‘free order 1 minute’ landing. Guangzhou.” Guan Zhongcai, the person in charge of Niu Baoji Beef Brisket Pot, said that his small shop is located in Gangding Commercial District, Tianhe District, Guangzhou, mainly selling Beef and Beef Pot and other related dishes, mainly for takeaway.

“Since it opened in June this year, the number of takeaway orders on the Ele.me platform has continued to grow, and after entering July, driven by the platform’s activities, the order volume has grown by leaps and bounds.” According to Guan Zhongcai, the platform Through the “1-minute free order” activity, not only the purchasing power of consumers is stimulated, but also consumers are more likely to choose to place orders during the non-dinner period, so that the operation of small stores can also cover more different Time period, instead of having to be crowded in the meal time period, causing “traffic jams” in the production of takeaway orders.

“From the perspective of incremental orders, the nighttime snack time period has increased significantly, and from the characteristics of takeaway orders, many orders in our store are from long-distance orders, which are basically about 3-4 kilometers, so it can be seen that some consumption Through the activities of the platform, customers also pay attention to our stores, and then place orders to patronize them, which brings us a lot of new customers.” In Guan Zhongcai’s view, the platform passes “free orders for 1 minute” such as The event brings not only a “1-minute” business increase to the merchants, but more importantly, new possibilities for the merchants.

In the next step, Niu Baoji will enrich the combination of products so that consumers can experience more dishes and increase the repurchase rate. “In the future, we hope to increase the number of takeaway orders to 5,000 orders per day!”

【Reporter】 Ye Dan

【Author】 Ye Dan

[Source] Southern Newspaper Media Group Southern + Client