Subsidies and services, who is the winner of the second half
Retail is about to begin
In the era of mobile Internet, almost all products were mainly burned in the early stage of development. This is particularly prominent in the take-away market. In order to increase market share, the take-out platform continues to develop users and retain users through subsidies. This time, the hungry summer battle, the biggest gimmick is also a price subsidy. Wang Lei said that in the two months of the summer campaign, if he is hungry, he will invest 3 billion yuan for subsidies, so he hopes to achieve the effect of increasing market share.
Under normal circumstances, price subsidies are a staged marketing method for customers in the early stage of the industry. When the industry matures, users’ habits and loyalty to the platform have been developed. At this time, the subsidy effect will be greatly reduced. At the same time, the non-standardized nature of local life services also enhances consumers’ perceptions of purchasing risks, so that consumers need to consider more information beyond the price, such as service experience and business reputation.
In addition, with the advent of the era of consumption upgrades, users are no longer just pursuing relatively basic needs such as “getting” and “buying” cheaply, simply and quickly. They are more eager to enjoy safe, high-quality services on the platform, and prices are no longer the main factor in determining whether they are spending on the platform.
This is also confirmed by the data reported by DCCI. The data shows that users are most concerned about the use of takeaway services, not the price, but the food safety issue. In addition, user reviews, merchant service attitudes, delivery service punctuality rates, food distribution security and distribution services are also factors that consumers are very concerned about.
Who can provide users with better products and services under the consumption upgrade, who can win the user and get the market. Just selling money subsidies without improving the user experience can get users and traffic in a short period of time, but when users feel bored with these subsidies, they will choose relatively high quality products and services. How is the US group and word of mouth hungry? How to optimize the user experience in the platform consumption and achieve better conversion of users, perhaps the point that must be broken in the future.
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