How many of these hundreds of millions of projects have you participated in?
Editor’s note: This article from the public micro-channel number ” Deep Sound “(ID: deep-echo) , author Yimin.
Core points
-
The outbreak of pneumonia has disrupted many companies’ original marketing plans, but the pace of competition will not stop.
-
The famous Spring Festival Evening of the Year of the Goat will send WeChat payment to China’s top online payment service provider.
-
Uber China uses the 2015 Spring Festival schedule as a starting point to pry open the market.
-
In the Spring Festival of 2016, Baidu takeaways played a tender card and made the knights go home to celebrate the New Year.
-
With the background of mobile Internet dividends diminishing, Douyin seized the Spring Festival schedule and realized the inverse Potential rise.
Despite the sudden outbreak of pneumoniaMany companies originally planned the market for the Spring Festival holiday, but the pace of competition will not stop.
On January 25th, the first day of the Lunar New Year, the fast-released Spring Festival Gala event data: the cumulative number of global audiences participating in red envelope interactions reached 63.9 billion, far exceeding last year’s data, creating the largest video likes in the history of Spring Festival Gala. Record.
This is a war in advance. Before the Spring Festival Gala, many stars broadcasted video materials of “Quick Start, divided into 1 billion” on various channels such as Internet and TV. In order to snipe fast players, Douyin quickly followed up, shouting the slogan “Up Douyin, divided into 2 billion”. With the background of getting the cooperation rights with the Spring Festival Gala, Douyin chose to launch communication materials in many places.
Not just tit-for-tat fast hands and vibrato, during the Spring Festival, online education player ape tutoring also launched a large amount of CCTV. The pneumonia epidemic added more variables to this year’s Spring Festival battle.
After the Spring Festival film was collectively withdrawn due to the epidemic, on January 24, Douyin, Watermelon Video, Today ’s Headline and Happy Premiere jointly announced that the full-year film of the New Year ’s film “Aunt” will be in the beginning of the year. The first online broadcast caused an uproar.
The special Spring Festival holiday of the Year of the Rat is not over, and the insurgency of Internet companies is continuing.
As the most traditional festival in China, the Spring Festival has always been a day for everyone to rest, relax and reunite with their families, but for Chinese Internet companies, the Spring Festival is also an excellent time window for leveraging the market, assaulting opponents and reversing the pattern.
Over the past five years, the Chinese Internet has staged many wonderful Spring Festival wars, and all the war promoters have achieved strategic breakthroughs through the Spring Festival. This is closely related to the huge population flow, accumulated entertainment and social needs during the Spring Festival, and it is inseparable from the substantial investment of real and solid silver by Internet companies, and persistent innovation and experimentation.
The short Chinese New Year holiday has now become a battleground for Internet companies. The following are the “Sounds” inventory of several important Chinese New Year battles that have occurred on the Internet in China in recent years. Someone is proud. ^
Fast hand vs. vibrato
On the last day of the Lunar Year of the Pig, Byte Beats performed a surprise attack on the video website of the parents of Quick Hands and You Aiteng.
After the collective removal of the Spring Festival film due to the pneumonia epidemic this year, on January 24th, Douyin, Watermelon Video, Today ’s Headline, and Happy Premiere jointly announced that the full film of the New Year’s film “Aunt” will be on New Year’s Day Make an online premiere, this isThe already fierce Spring Festival battle of the rat year has added more gunpowder.
For the fast hand and the vibrato, the Chinese New Year of the Rat is very important.
In June 2019, Su Hua founder Su Hua released an internal letter stating that Kuai Shou will change the organization, optimize the structure, and iterate the product, and clearly put forward the first goal of the battle: 300 million DAU before the Spring Festival of 2020. The plan of sprinting 300 million DAU is called “K3” internally, and the series of layouts are organized around the target. Among them, the cooperation with the Spring Festival Gala is a key part of it.
On December 25, 2019, Kuaishou and the Central Radio and Television Central Station announced the exclusive interactive cooperation launch conference of the 2020 Spring Festival Gala. The amount of red envelopes on the Spring Festival Gala will reach 1 billion yuan, exceeding Baidu ’s 900 million 600 million became the highest amount of red envelopes in history.
Fast hands are betting heavily on the Spring Festival Evening of the Year of the Mouse to achieve a user-level breakthrough. The goal is self-evident. In the face of aggressive fast hands, Douyin quickly keeps up. On January 14, 2020, Douyin also announced the launch of the 2020 Chinese New Year Red Envelope, with an amount of up to 2 billion.
If there is no emergency situation, this year’s Spring Festival, Douyin will stage a confrontation between WeChat and Alipay, but the emergence and rapid spread of the pneumonia epidemic has added more uncertainty to this battle.
On the one hand, public opinion focuses on the epidemic situation. For example, for the Spring Festival Gala of the Year of the Rat, many users have expressed their concern on Wuhan and watched inadvertently on social media. From a commercial point of view, this is obviously an adverse effect on the fast hands. It remains to be seen whether the fast-handed investment in the Spring Festival Gala of the Rat will achieve the desired effect.
On the other hand, the cooperation of ByteDance and HuanXi Media not only attracted attention and diversion for its products, but also added variables to the domestic video industry structure. ByteDance has reported on ByteDance The activities of the dark film and television circle and the layout of long videos, this time with HuanThe increase is basically proportional to the increase in the number of red envelopes. “
This famous Spring Festival Evening of the Year of the Goat sent WeChat payment to China’s top online payment service provider and quickly expanded its territory.
Since then, the fierce competition between WeChat Pay and Alipay has promoted the rapid popularity of China’s mobile payment and launched various innovations. The Spring Festival Gala has also become a battleground for Internet companies.
Uber attacked China Didi
In December 2015, less than a year after the merger of Didi and Kuai, Cheng Wei said in an interview with “Chinese Entrepreneurs”, “Three months after the merger, we will go into battle Thinking the opponent was easy to come by, it was later discovered that it was Uber.
””
In that interview, Cheng Wei said a word that was widely disseminated: Didi is the least secure company. At that time, the company that brought it a sense of insecurity was Uber China. One year ago, the two companies were still in the state of well water at the business level. This situation was broken by Uber China’s first launch of “People Uber” in Beijing in August 2014:
-
Private car owners who meet a certain number of years and vehicle grades can register as people’s Uber drivers;
- Its price is slightly higher than a taxi, but it is significantly lower than Uber Black (Uber’s high-end product line), hoping to reach more users.
People’s Uber didn’t provoke too much splash when they first went online. Because of the small number of orders, Uber China had to give drivers a lot of subsidies to retain drivers and attract more users. 
In order to change the situation, the Uber China team decided to use the 2015 Spring Festival schedule as a starting point to open the market.
According to the Tencent News “Deep Web” report, Uber China’s preparations have begun before the Spring Festival. Throughout the Spring Festival in 2015, almost no employees at Uber Shanghai returned home. They set themselves a “combat goal”: to make this city with more than half of the migrant population keep orders from falling during the Spring Festival. To this end, the Uber China team has done a lot of work, including persuading drivers to keep orders online and equipped with relevant marketing communications programs.
The surprise effect of the Spring Festival surprise was obvious. Tan Jing, a member of the founding team of Uber China, said in an interview that “the data came up very exaggerated. One month after the Spring Festival, not only Shanghai, but the number of Uber national drivers All “added a 0”.
And after the Spring Festival in 2015, people ’s Uber announced price cuts, the market was further opened, and the online ride-hailing market came to an inflection point again.
People’s Uber’s success has opened the second stage of competition in China’s online ride-hailing market. On April 2nd, 2015, Didi passed the trial operation of the express train service of the “No. 1 Express Train”, which was launched in 7 cities in Hangzhou, Shanghai, Guangzhou, Shenzhen, Degree, Wuhan, and Tianjin. After testing and debugging, After clearing operations, products, and technology, Didi Express was officially launched on May 13 and launched the “Free National Express Activities” in 12 cities across the country. All passengers will then be able to ride Didi for free every Monday in the following month express train. To this end, Didi invested 1 billion yuan.
Although Uber China failed to win the final victory in the competition, Uber China is a well-deserved competitor in this surprise attack of the Spring Festival in 2015, which also became Uber China High light moment.
Bad takeaway from Baidu
In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection. At this time, nearly three years have passed since Meituan Takeaway, Hungry Me, and Baidu Takeaway competed on the same stage, making the industry pattern huge. Among the many factors that have changed, the decision that took place during the 2016 Spring Festival is one that cannot be ignored. Baidu Takeaway started in May 2014. At that time, Baidu decided to invest fully in O2O business. Following Baidu, it launched a takeaway business to target the mid-to-high-end white-collar market. Is it different from Meituan takeaway and hungry The differentiated route quickly gained a place in the market. 
According to the “White Paper on Local Living Services O2O” released by TrustData at the end of 2016, in 2014, the takeaway three giants first gathered, the Chinese takeaway market was 15.1 billion yuan in the second year, The number quickly doubled to 45.9 billion yuan. Until 2016, the scale of the takeaway market exceeded 150 billion yuan. ^
Behind the growing number is Meituan Takeaway, are you hungry? Baidu Takeaway is constantly digging and investing in the takeaway market. Despite being a latecomer, Baidu’s uniquely positioned takeaway initially developed well. According to the “2015 China White Collar People Online Takeout Service Research Report” released by the DCCI Internet Data Center, Baidu Takeaway ranked first in the white collar market share in 2015. In July 2015, Baidu Takeaway completed US $ 250 million in Series A financing; in July 2016, on a conference call after Baidu’s first quarter financial report was released, Li Yanhong said that Baidu Takeaway completed B Series of US $ 300 million in financing at a time when the valuation reached 2.4 billion US dollars.
But at a critical juncture, Baidu Takeaway made a decision that now seems wrong. In the Spring Festival of 2016, Baidu takeaways played a tender card to let the knights go home for the Chinese New Year.
According to Tencent Technology, an old employee who has worked for Baidu takeaway for three years regards the 2016 Spring Festival as an important turning point for Baidu takeaway from prosperity to decline. They bought a train ticket. The Spring Festival is an important time for the take-out platform to stick to the city. You let the knights go home. Who is going to deliver the meal?
””…
While Baidu Takeaway played a tender card to buy home train tickets for riders, Meituan Takeaway used the slogan of the Spring Festival to not hiccup, maintaining normal business operations. After the Spring Festival, due to more bonuses and subsidies given to riders by competitors, the take-out of Baidu Takeaway’s take-out was blocked and the capacity was limited. This caused the development of Baidu Takeaway to stagnate for the first time after the Spring Festival. Baidu’s take-away Spring Festival strategy became the beginning of its downhill.
In 2016, with the huge competitive pressure brought about by the merger of Meituan and Popular Reviews, Baidu ’s determination to invest in O2O business was shaken. August: Baidu Takeaway was packaged and sold by Baidu to be hungry. In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection and completely withdrew from the historical stage.
Vibrato rises against the trend
In the Spring Festival of 2018, a short video application called “Dtreme Tone” is quietly spreading on the mobile phones of Chinese Internet users. In the context of the gradual loss of mobile Internet dividends, Douyin seized the Spring Festival schedule and achieved a rise against the trend.
Dou Yin achieved a surge in the trend in the Spring Festival of 2018 thanks to a series of well-planned market and brand action support behind it. ^
In 2017, Douyin launched a variety of variety shows, including the popular online variety show “Hip Hop in China” and Tencent Video “Tomorrow’s Sons”. A variety of variety programs launched by Zhejiang Satellite TV and Hunan Satellite TV and two David Televisions have given the brand ample momentum.
Two months before the 2018 Spring Festival, Douyin
The outbreak of pneumonia has disrupted many companies’ original marketing plans, but the pace of competition will not stop.
The famous Spring Festival Evening of the Year of the Goat will send WeChat payment to China’s top online payment service provider.
Uber China uses the 2015 Spring Festival schedule as a starting point to pry open the market.
In the Spring Festival of 2016, Baidu takeaways played a tender card and made the knights go home to celebrate the New Year.
With the background of mobile Internet dividends diminishing, Douyin seized the Spring Festival schedule and realized the inverse Potential rise.
Despite the sudden outbreak of pneumoniaMany companies originally planned the market for the Spring Festival holiday, but the pace of competition will not stop.
On January 25th, the first day of the Lunar New Year, the fast-released Spring Festival Gala event data: the cumulative number of global audiences participating in red envelope interactions reached 63.9 billion, far exceeding last year’s data, creating the largest video likes in the history of Spring Festival Gala. Record.
This is a war in advance. Before the Spring Festival Gala, many stars broadcasted video materials of “Quick Start, divided into 1 billion” on various channels such as Internet and TV. In order to snipe fast players, Douyin quickly followed up, shouting the slogan “Up Douyin, divided into 2 billion”. With the background of getting the cooperation rights with the Spring Festival Gala, Douyin chose to launch communication materials in many places.
Not just tit-for-tat fast hands and vibrato, during the Spring Festival, online education player ape tutoring also launched a large amount of CCTV. The pneumonia epidemic added more variables to this year’s Spring Festival battle.
After the Spring Festival film was collectively withdrawn due to the epidemic, on January 24, Douyin, Watermelon Video, Today ’s Headline and Happy Premiere jointly announced that the full-year film of the New Year ’s film “Aunt” will be in the beginning of the year. The first online broadcast caused an uproar.
The special Spring Festival holiday of the Year of the Rat is not over, and the insurgency of Internet companies is continuing.
As the most traditional festival in China, the Spring Festival has always been a day for everyone to rest, relax and reunite with their families, but for Chinese Internet companies, the Spring Festival is also an excellent time window for leveraging the market, assaulting opponents and reversing the pattern.
Over the past five years, the Chinese Internet has staged many wonderful Spring Festival wars, and all the war promoters have achieved strategic breakthroughs through the Spring Festival. This is closely related to the huge population flow, accumulated entertainment and social needs during the Spring Festival, and it is inseparable from the substantial investment of real and solid silver by Internet companies, and persistent innovation and experimentation.
The short Chinese New Year holiday has now become a battleground for Internet companies. The following are the “Sounds” inventory of several important Chinese New Year battles that have occurred on the Internet in China in recent years. Someone is proud. ^
Fast hand vs. vibrato
On the last day of the Lunar Year of the Pig, Byte Beats performed a surprise attack on the video website of the parents of Quick Hands and You Aiteng.
After the collective removal of the Spring Festival film due to the pneumonia epidemic this year, on January 24th, Douyin, Watermelon Video, Today ’s Headline, and Happy Premiere jointly announced that the full film of the New Year’s film “Aunt” will be on New Year’s Day Make an online premiere, this isThe already fierce Spring Festival battle of the rat year has added more gunpowder.
For the fast hand and the vibrato, the Chinese New Year of the Rat is very important.
In June 2019, Su Hua founder Su Hua released an internal letter stating that Kuai Shou will change the organization, optimize the structure, and iterate the product, and clearly put forward the first goal of the battle: 300 million DAU before the Spring Festival of 2020. The plan of sprinting 300 million DAU is called “K3” internally, and the series of layouts are organized around the target. Among them, the cooperation with the Spring Festival Gala is a key part of it.
On December 25, 2019, Kuaishou and the Central Radio and Television Central Station announced the exclusive interactive cooperation launch conference of the 2020 Spring Festival Gala. The amount of red envelopes on the Spring Festival Gala will reach 1 billion yuan, exceeding Baidu ’s 900 million 600 million became the highest amount of red envelopes in history.
Fast hands are betting heavily on the Spring Festival Evening of the Year of the Mouse to achieve a user-level breakthrough. The goal is self-evident. In the face of aggressive fast hands, Douyin quickly keeps up. On January 14, 2020, Douyin also announced the launch of the 2020 Chinese New Year Red Envelope, with an amount of up to 2 billion.
If there is no emergency situation, this year’s Spring Festival, Douyin will stage a confrontation between WeChat and Alipay, but the emergence and rapid spread of the pneumonia epidemic has added more uncertainty to this battle.
On the one hand, public opinion focuses on the epidemic situation. For example, for the Spring Festival Gala of the Year of the Rat, many users have expressed their concern on Wuhan and watched inadvertently on social media. From a commercial point of view, this is obviously an adverse effect on the fast hands. It remains to be seen whether the fast-handed investment in the Spring Festival Gala of the Rat will achieve the desired effect.
On the other hand, the cooperation of ByteDance and HuanXi Media not only attracted attention and diversion for its products, but also added variables to the domestic video industry structure. ByteDance has reported on ByteDance The activities of the dark film and television circle and the layout of long videos, this time with HuanThe increase is basically proportional to the increase in the number of red envelopes. “
This famous Spring Festival Evening of the Year of the Goat sent WeChat payment to China’s top online payment service provider and quickly expanded its territory.
Since then, the fierce competition between WeChat Pay and Alipay has promoted the rapid popularity of China’s mobile payment and launched various innovations. The Spring Festival Gala has also become a battleground for Internet companies.
Uber attacked China Didi
In December 2015, less than a year after the merger of Didi and Kuai, Cheng Wei said in an interview with “Chinese Entrepreneurs”, “Three months after the merger, we will go into battle Thinking the opponent was easy to come by, it was later discovered that it was Uber.
””
In that interview, Cheng Wei said a word that was widely disseminated: Didi is the least secure company. At that time, the company that brought it a sense of insecurity was Uber China. One year ago, the two companies were still in the state of well water at the business level. This situation was broken by Uber China’s first launch of “People Uber” in Beijing in August 2014:
-
Private car owners who meet a certain number of years and vehicle grades can register as people’s Uber drivers;
- Its price is slightly higher than a taxi, but it is significantly lower than Uber Black (Uber’s high-end product line), hoping to reach more users.
People’s Uber didn’t provoke too much splash when they first went online. Because of the small number of orders, Uber China had to give drivers a lot of subsidies to retain drivers and attract more users.
In order to change the situation, the Uber China team decided to use the 2015 Spring Festival schedule as a starting point to open the market.
According to the Tencent News “Deep Web” report, Uber China’s preparations have begun before the Spring Festival. Throughout the Spring Festival in 2015, almost no employees at Uber Shanghai returned home. They set themselves a “combat goal”: to make this city with more than half of the migrant population keep orders from falling during the Spring Festival. To this end, the Uber China team has done a lot of work, including persuading drivers to keep orders online and equipped with relevant marketing communications programs.
The surprise effect of the Spring Festival surprise was obvious. Tan Jing, a member of the founding team of Uber China, said in an interview that “the data came up very exaggerated. One month after the Spring Festival, not only Shanghai, but the number of Uber national drivers All “added a 0”.
And after the Spring Festival in 2015, people ’s Uber announced price cuts, the market was further opened, and the online ride-hailing market came to an inflection point again.
People’s Uber’s success has opened the second stage of competition in China’s online ride-hailing market. On April 2nd, 2015, Didi passed the trial operation of the express train service of the “No. 1 Express Train”, which was launched in 7 cities in Hangzhou, Shanghai, Guangzhou, Shenzhen, Degree, Wuhan, and Tianjin. After testing and debugging, After clearing operations, products, and technology, Didi Express was officially launched on May 13 and launched the “Free National Express Activities” in 12 cities across the country. All passengers will then be able to ride Didi for free every Monday in the following month express train. To this end, Didi invested 1 billion yuan.
Although Uber China failed to win the final victory in the competition, Uber China is a well-deserved competitor in this surprise attack of the Spring Festival in 2015, which also became Uber China High light moment.
Bad takeaway from Baidu
In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection. At this time, nearly three years have passed since Meituan Takeaway, Hungry Me, and Baidu Takeaway competed on the same stage, making the industry pattern huge. Among the many factors that have changed, the decision that took place during the 2016 Spring Festival is one that cannot be ignored. Baidu Takeaway started in May 2014. At that time, Baidu decided to invest fully in O2O business. Following Baidu, it launched a takeaway business to target the mid-to-high-end white-collar market. Is it different from Meituan takeaway and hungry The differentiated route quickly gained a place in the market.
According to the “White Paper on Local Living Services O2O” released by TrustData at the end of 2016, in 2014, the takeaway three giants first gathered, the Chinese takeaway market was 15.1 billion yuan in the second year, The number quickly doubled to 45.9 billion yuan. Until 2016, the scale of the takeaway market exceeded 150 billion yuan. ^
Behind the growing number is Meituan Takeaway, are you hungry? Baidu Takeaway is constantly digging and investing in the takeaway market. Despite being a latecomer, Baidu’s uniquely positioned takeaway initially developed well. According to the “2015 China White Collar People Online Takeout Service Research Report” released by the DCCI Internet Data Center, Baidu Takeaway ranked first in the white collar market share in 2015. In July 2015, Baidu Takeaway completed US $ 250 million in Series A financing; in July 2016, on a conference call after Baidu’s first quarter financial report was released, Li Yanhong said that Baidu Takeaway completed B Series of US $ 300 million in financing at a time when the valuation reached 2.4 billion US dollars.
But at a critical juncture, Baidu Takeaway made a decision that now seems wrong. In the Spring Festival of 2016, Baidu takeaways played a tender card to let the knights go home for the Chinese New Year.
According to Tencent Technology, an old employee who has worked for Baidu takeaway for three years regards the 2016 Spring Festival as an important turning point for Baidu takeaway from prosperity to decline. They bought a train ticket. The Spring Festival is an important time for the take-out platform to stick to the city. You let the knights go home. Who is going to deliver the meal?
””…
While Baidu Takeaway played a tender card to buy home train tickets for riders, Meituan Takeaway used the slogan of the Spring Festival to not hiccup, maintaining normal business operations. After the Spring Festival, due to more bonuses and subsidies given to riders by competitors, the take-out of Baidu Takeaway’s take-out was blocked and the capacity was limited. This caused the development of Baidu Takeaway to stagnate for the first time after the Spring Festival. Baidu’s take-away Spring Festival strategy became the beginning of its downhill.
In 2016, with the huge competitive pressure brought about by the merger of Meituan and Popular Reviews, Baidu ’s determination to invest in O2O business was shaken. August: Baidu Takeaway was packaged and sold by Baidu to be hungry. In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection and completely withdrew from the historical stage.
Vibrato rises against the trend
In the Spring Festival of 2018, a short video application called “Dtreme Tone” is quietly spreading on the mobile phones of Chinese Internet users. In the context of the gradual loss of mobile Internet dividends, Douyin seized the Spring Festival schedule and achieved a rise against the trend.
Dou Yin achieved a surge in the trend in the Spring Festival of 2018 thanks to a series of well-planned market and brand action support behind it. ^
In 2017, Douyin launched a variety of variety shows, including the popular online variety show “Hip Hop in China” and Tencent Video “Tomorrow’s Sons”. A variety of variety programs launched by Zhejiang Satellite TV and Hunan Satellite TV and two David Televisions have given the brand ample momentum.
Two months before the 2018 Spring Festival, Douyin
In December 2015, less than a year after the merger of Didi and Kuai, Cheng Wei said in an interview with “Chinese Entrepreneurs”, “Three months after the merger, we will go into battle Thinking the opponent was easy to come by, it was later discovered that it was Uber.
””
In that interview, Cheng Wei said a word that was widely disseminated: Didi is the least secure company. At that time, the company that brought it a sense of insecurity was Uber China. One year ago, the two companies were still in the state of well water at the business level. This situation was broken by Uber China’s first launch of “People Uber” in Beijing in August 2014:
-
Private car owners who meet a certain number of years and vehicle grades can register as people’s Uber drivers;
- Its price is slightly higher than a taxi, but it is significantly lower than Uber Black (Uber’s high-end product line), hoping to reach more users.
People’s Uber didn’t provoke too much splash when they first went online. Because of the small number of orders, Uber China had to give drivers a lot of subsidies to retain drivers and attract more users.In order to change the situation, the Uber China team decided to use the 2015 Spring Festival schedule as a starting point to open the market.
According to the Tencent News “Deep Web” report, Uber China’s preparations have begun before the Spring Festival. Throughout the Spring Festival in 2015, almost no employees at Uber Shanghai returned home. They set themselves a “combat goal”: to make this city with more than half of the migrant population keep orders from falling during the Spring Festival. To this end, the Uber China team has done a lot of work, including persuading drivers to keep orders online and equipped with relevant marketing communications programs.
The surprise effect of the Spring Festival surprise was obvious. Tan Jing, a member of the founding team of Uber China, said in an interview that “the data came up very exaggerated. One month after the Spring Festival, not only Shanghai, but the number of Uber national drivers All “added a 0”.
And after the Spring Festival in 2015, people ’s Uber announced price cuts, the market was further opened, and the online ride-hailing market came to an inflection point again.
People’s Uber’s success has opened the second stage of competition in China’s online ride-hailing market. On April 2nd, 2015, Didi passed the trial operation of the express train service of the “No. 1 Express Train”, which was launched in 7 cities in Hangzhou, Shanghai, Guangzhou, Shenzhen, Degree, Wuhan, and Tianjin. After testing and debugging, After clearing operations, products, and technology, Didi Express was officially launched on May 13 and launched the “Free National Express Activities” in 12 cities across the country. All passengers will then be able to ride Didi for free every Monday in the following month express train. To this end, Didi invested 1 billion yuan.
Bad takeaway from Baidu
In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection. At this time, nearly three years have passed since Meituan Takeaway, Hungry Me, and Baidu Takeaway competed on the same stage, making the industry pattern huge. Among the many factors that have changed, the decision that took place during the 2016 Spring Festival is one that cannot be ignored. Baidu Takeaway started in May 2014. At that time, Baidu decided to invest fully in O2O business. Following Baidu, it launched a takeaway business to target the mid-to-high-end white-collar market. Is it different from Meituan takeaway and hungry The differentiated route quickly gained a place in the market.
According to the “White Paper on Local Living Services O2O” released by TrustData at the end of 2016, in 2014, the takeaway three giants first gathered, the Chinese takeaway market was 15.1 billion yuan in the second year, The number quickly doubled to 45.9 billion yuan. Until 2016, the scale of the takeaway market exceeded 150 billion yuan. ^
Behind the growing number is Meituan Takeaway, are you hungry? Baidu Takeaway is constantly digging and investing in the takeaway market. Despite being a latecomer, Baidu’s uniquely positioned takeaway initially developed well. According to the “2015 China White Collar People Online Takeout Service Research Report” released by the DCCI Internet Data Center, Baidu Takeaway ranked first in the white collar market share in 2015. In July 2015, Baidu Takeaway completed US $ 250 million in Series A financing; in July 2016, on a conference call after Baidu’s first quarter financial report was released, Li Yanhong said that Baidu Takeaway completed B Series of US $ 300 million in financing at a time when the valuation reached 2.4 billion US dollars.
But at a critical juncture, Baidu Takeaway made a decision that now seems wrong. In the Spring Festival of 2016, Baidu takeaways played a tender card to let the knights go home for the Chinese New Year.
According to Tencent Technology, an old employee who has worked for Baidu takeaway for three years regards the 2016 Spring Festival as an important turning point for Baidu takeaway from prosperity to decline. They bought a train ticket. The Spring Festival is an important time for the take-out platform to stick to the city. You let the knights go home. Who is going to deliver the meal?
””…While Baidu Takeaway played a tender card to buy home train tickets for riders, Meituan Takeaway used the slogan of the Spring Festival to not hiccup, maintaining normal business operations. After the Spring Festival, due to more bonuses and subsidies given to riders by competitors, the take-out of Baidu Takeaway’s take-out was blocked and the capacity was limited. This caused the development of Baidu Takeaway to stagnate for the first time after the Spring Festival. Baidu’s take-away Spring Festival strategy became the beginning of its downhill.
In 2016, with the huge competitive pressure brought about by the merger of Meituan and Popular Reviews, Baidu ’s determination to invest in O2O business was shaken. August: Baidu Takeaway was packaged and sold by Baidu to be hungry. In October 2018, Baidu Takeaway changed its name to Hungry Me Star Selection and completely withdrew from the historical stage.
Vibrato rises against the trend
In the Spring Festival of 2018, a short video application called “Dtreme Tone” is quietly spreading on the mobile phones of Chinese Internet users. In the context of the gradual loss of mobile Internet dividends, Douyin seized the Spring Festival schedule and achieved a rise against the trend.
Dou Yin achieved a surge in the trend in the Spring Festival of 2018 thanks to a series of well-planned market and brand action support behind it. ^
In 2017, Douyin launched a variety of variety shows, including the popular online variety show “Hip Hop in China” and Tencent Video “Tomorrow’s Sons”. A variety of variety programs launched by Zhejiang Satellite TV and Hunan Satellite TV and two David Televisions have given the brand ample momentum.
Two months before the 2018 Spring Festival, Douyin
- Its price is slightly higher than a taxi, but it is significantly lower than Uber Black (Uber’s high-end product line), hoping to reach more users.