Yesterday, I received a ** from a person claiming to be a Meituan takeaway customer service, saying that he wanted to send me a live broadcast coupon, and when I hung up**, I received a text message, and the SMS link was clicked, which was an invitation to join the enterprise WeChat group.
Because I did place an order in the Meituan "God Sought-after" live broadcast room recently, I clicked in without hesitation.
As soon as you join the group, you will receive a *** to let the customer service receive a takeaway red envelope.
It was in the midst of this silky series of operations that I suddenly felt that something was wrong......
Because the avatar of this customer service is actually blue, not the yellow of Meituan IP.
Zoom in on the avatar again, this is clearly Ele.me and word-of-mouth "customer service"? And the red envelope sent to me by this "customer service" did jump to Ele.me to receive it.
I was a little confused in an instant :
In the end, Ele.me intercepted my message, pretending to be Meituan Takeaway to send me ** text messages;
Or was Meituan's takeaway group broken by the opponent?
Could it be that this is the legendary "vicious business war"?
In order to figure out this problem, I first checked the number that called me **, and the search showed that this number did belong to Meituan:
I checked the SMS link again, and it redirected to the Meituan Mini Program, and the guide to join the Meituan WeChat group was also the Meituan Enterprise WeChat group, indicating that up to this link, it was all Meituan's official normal marketing behavior, and there were no loopholes.
The problem is in this *** received after joining the group:
The account that sent this *** is not the official account of Meituan Takeaway, which is the owner of the group.
However, this is not an easy thing to identify for many ordinary users who have joined the group with a series of silky operations.
After joining the group normally, there should have been a robot to welcome and send a system message to receive red envelopes, but for some reason, on the first day, Meituan's group did not have this action (the newly added group had it on the second day).
For users, the first message after joining the group must be the one they are most concerned about, and this loophole in the Meituan community has been seized by the opponents lurking in the group - who would have thought that Meituan worked hard to make a private domain, and as a result, the dove occupied the magpie's nest and made wedding clothes for others?
It is said that the control group software should be able to identify *** diversion and kick out abnormal accounts. But there are still people in the group who cooperate. A user with an ID named "Long Island Iced Tea" has been constantly pulling in this illegal account that sends drainage. And the efficiency of pulling people seems to be on par with the official one.
This is not yet a sporadic attack, but an organized "stealing tower".
This morning, I clicked on the SMS link of Meituan Takeaway to join the new group, and I saw the familiar "Long Island Iced Tea" in the list of group members. Sure enough, not long after, "Long Island Iced Tea" repeatedly pulled accounts into *** to add people again, which also led traffic to Eleme.
Compared with yesterday, the account responsible for sending *** plus people has changed its name and avatar, but the two groups remain the same. The so-called "customer service" account they sent is the same as yesterday, and there is no change.
During the peak hours of ordering takeout at noon, the account that "steals the tower" in the opposite community and the official account of Meituan Takeaway, which is the owner of the group, take turns sending messages and swiping the screen. It seems that Meituan's group control software really has no way to ...... it
Another possibility is that because the system is too "smart" and there is no manual monitoring, Meituan has not yet discovered this vulnerability?
The next curious question is: is this an individual act to earn Ele.me commissions, or is it a corporate action?
According to my observation, at least in the past two days, the drainage has been directed to the same group of corporate accounts named "Overlord Meal Assistant".
Looking at the WeChat business card, it can be seen that these accounts belong to "Tao Xiaotuan" (Zhengzhou Taoxiaotuan Network Technology *** enterprise check shows that this is a new company founded on October 12, 2013, and there is no obvious relationship with Ele.me and word of mouth.
In order to combat the erosion of Douyin's local life business, Meituan will accelerate the promotion of its live broadcast business from July 2023, and various categories have launched official live broadcast IPs, among which, "God Rush", as the official live broadcast room of Meituan Takeaway, has been upgraded to the first-level entrance of the APP, and consumers have cultivated the habit of live streaming and placing orders in Meituan through a 50% discount (price basis) explosive products**.
Please ignore the 15 coupons I placed in order to compare the prices of the two platforms.
In addition to the usual normalized live broadcasts, on the Meituan Takeaway Coupon Festival on the 18th of each month, the "God Sought-after" live broadcast room will also invite celebrities and merchants to be guests in the live broadcast room and distribute full red envelopes. On February 18, which coincided with the first day of the Spring Festival, Meituan's "God Sought-after" live broadcast room invited star Internet celebrity anchors such as Li Jing, Dai Jun, and Fan Xiangyan, as well as McDonald's, Tex and other businesses to help, and the number of ** people reached one million at the peak.
According to 36Kr report, in July 2023, Meituan Live's monthly GMV will be about 5-600 million yuan, with a month-on-month growth rate of 20%, and it will rapidly reach 10-1.2 billion yuan in August. In October, the monthly GMV exceeded 2 billion yuan.
Meituan is the leader of the food delivery market, and the live broadcast room of "God Rush", which is intended to create a "hard discount" mentality, is so popular, whether it is effective against Douyin I don't know, but the threat to Ele.me is obvious. In particular, it breaks the original industry play of marketing mainly through red envelope coupons.
When Meituan Takeaway did private domain drainage in the name of the "God Sought-after" live broadcast room, Ele.me's counterattack was inevitable. Of course, this will certainly not be an official act (at least not on the surface), and the guess is that the service provider has made a small move.
Although it is a bit clumsy to look closely, to be honest, this kind of purely intelligent (called mechanized) private domain operation itself does not treat users as living people. You think it can't even identify and deal with the behavior of sending *** traffic to the home, and when real users ask questions in the group, naturally no one responds. Whose red envelope does the user receive is not the one? It may not matter at all whether it was posted by the group leader or not.
And through comparison, we found that except for Haidilao, McDonald's and other merchants that are used as the benchmark for live broadcast by Meituan's takeaway tree, most merchants have no obvious advantage in the final ** of Meituan's sought-after orders and Ele.me direct orders**, and even after using the platform's red envelopes (I chose a single return red envelope), Eleme's** may be lower.
It can be seen that the marketing cost of the live broadcast is ultimately out of the sheep.
Left (Meituan God is in demand) classic McSpicy three-piece set plus delivery fee 296 yuan, the right (hungry) with the same paragraph ** needs 34$9.
The same chicken steak curry rice**, Meituan God is in demand** is 50+ delivery fee 65, Ele.me direct order** is 488
When ordinary users discover this mystery under the unremitting "reminder" of the "customer service" of their home in the group, what will they choose? The answer is self-explanatory.