What are the business characteristics of Ele.me and its business model?

Generally, these four operating profit models are probably these.

1. Commission from merchants.

2. Advanced functions of members (such as receiving and delivering meals, living radius, and rice is steel).

3. Traffic with advertising.

4. The cost of cooperation between the food delivery team and the store.

Take a cut from the merchant: When you use the takeaway app, you can usually find that the dine-in in the store will be 1-2 yuan cheaper than the takeaway app or the same price. After using the food delivery app, the in-store business increased and the traffic increased. The delivery service provider will start from the total monthly turnover.

Rake, which is part of the profit.

Advanced membership features: We always encounter all kinds of problems in the process of ordering and delivering food: tableware charges, food delivery charges, and slow food delivery speed, which directly leads to our user experience.

In the bad case, the takeaway service provider will withdraw from the membership function, and the relative amount paid in a month will enjoy: free tableware, free delivery, priority delivery and other privileges.

Traffic with ads: Ele.me.

In addition to the ordering merchant page, there is also an interface for exchanging points obtained after ordering for relative gifts, and when purchasing and redeeming, they will jump to another interface or web page, and the interface mostly shows the provider of the product and the address of the purchase, including the homepage carousel and column ads are acceptable for advertising, and the APP traffic will be a lot every day to charge the advertising fee of the advertiser through the click on these traffic.

The cost of cooperation between the delivery team and the store: most of the merchants do not have too much manpower to deliver takeaway orders, at this time, the takeaway service is born to operate and set up a takeaway delivery team, and each merchant can choose to open and accept special delivery services when there is no delivery manpower, of course, the corresponding fees must be charged.

In the 21st century, the development of electronic technology and the progress of the times have promoted the rapid development of the Internet industry. Coupled with the development of mobile Internet technology and the rapid popularization of smart phones, it has brought about changes in living habits and behaviors. For traditional takeaways, customers order food through the information on takeaway leaflets, and the service is gradually replaced by takeaway O2O, that is, "Eleme".

Similarly, although it breaks through the limitations of the traditional takeaway-based ordering method, such as the high cost, the slow speed of publicity, and the limitations of the basic information of restaurants, etc., with the continuous development of the Internet, "Eleme" has also continuously exposed its defects, and the main purpose of this paper is to start from the "Eleme" program, summarize the pros and cons of its use of network marketing development strategy, and put forward relevant reasonable suggestions, hoping to play a certain role in the future development of "Eleme" network marketing.

1. Overview of theories related to network marketing strategy.

Network marketing is based on modern marketing theory, with the help of network, communication and digital technology to achieve marketing objectives of business activities, is based on the Internet and then with the help of the characteristics of the Internet to achieve certain marketing objectives used marketing means. It has the characteristics of low cost, fast speed, high flexibility, wide range of communication, not limited by time and space, convenient interaction and high efficiency.

Network marketing strategy refers to the overall assumption and planning of the development of network marketing in a specific period of time in order to achieve the business objectives of the enterprise under the concept and premise of modern network marketing, and then the enterprise adopts some network marketing mix strategies according to the different positions in the market in which the enterprise is located. It is an important means to enhance product power, sales power, brand power and brand power. At the same time, the network marketing strategy has a guiding role in the development direction of the enterprise, which is conducive to improving the work efficiency, reducing costs, expanding the market, and bringing social and economic benefits to the enterprise.

2. Analysis of "Eleme" network marketing strategy and existing problems.

Ele.me", which was originally established in 2008 by university students Zhang Xuhao and Kang Jia, operated in the simplest form of food delivery, but over time, with the increase in business volume, problems also emerged, the most difficult of which was the way to fight for physical strength that made them unable to load. But it was at this time that GrubHub was very successful in the United States, which inspired and led them to recognize a new business model, the O2O model. So in 2009, the "Eleme" online ordering platform was established.

1) "Eleme" network marketing strategy.

The food ordering platform is divided into a web ordering platform and a mobile app ordering platform, and after consumers log in to the "Eleme" online ordering platform and enter their address, the "Eleme" platform will display a list of surrounding businesses according to the consumer's address. Consumers can then select the merchant category they want in the merchant category, and then sort and filter according to factors such as sales, **, reviews, and delivery time, and finally complete online orders and online payments. There are also different options for payment methods, including WeChat, Alipay.

And with this platform, we have developed a product strategy.

Use a variety of methods such as online marketing, social marketing, WeChat marketing, traditional offline marketing, and innovative marketing. Momentum building in the early stage, diversion in the early stage, detonation in the middle stage, and precipitation in the later stage are all indispensable. Only in this way can we hit more scenarios, reach more users, and bring more orders.

Product model: Ele.me provides a variety of food and beverage delivery services, including Chinese food, Western food, desserts, drinks, etc.

Market model: Ele.me mainly cooperates with restaurants to provide takeaway services in major cities. At the same time, Ele.me has also expanded its business scope by cooperating with third-party food delivery platforms.

User mode: Ele.me is mainly aimed at young people and white-collar workers, and attracts users by providing convenient and fast delivery services.

Competitive model: Ele.me faces competition from other food delivery platforms, such as Meituan Takeaway, Food Delivery, etc. In order to maintain a competitive edge, Ele.me needs to continuously optimize its products and services to improve the user experience.

Profit model: Ele.me's profit model mainly comes from commissions and advertising revenue from catering merchants. In addition, Elefan or Eleme has also launched membership services and delivery services to increase revenue**.

In short, Ele.me's business model is centered on providing takeaway services, and through cooperation with restaurants and third-party platforms, it expands its business scope, improves user experience, and makes a profit.

"Ele.me" is a well-known online food delivery ordering platform in China.

Ele.me has covered thousands of cities in China and gathered millions of food and beverage merchants.

"Ele.me" provides users with the ultimate experience of home service, connecting 700 million urban residents to a 30-minute convenient life circle;

Ele.me provides integrated operation solutions based on Internet technology for different types of merchants in the catering and retail industries.

"Eleme" is a professional catering O2O platform in China, developed and operated by Lazas Network Technology (Shanghai).

Eleme" feature introduction.

1.Quickly search for nearby takeaways, and book directly without ** 2We will use it to notify you of the status of the delivery as soon as possible.

3.See everyone's comments on your favorite takeaway food&**4Bookmark your favorite restaurants and cuisines for easy ordering.

5.A variety of free drink discount activities, discounts are continuous.

is a food delivery platform, similar to Meituan.

It's a takeaway ordering software.

KA (key customers), CKA (city chain). In terms of business, Ele.me has dismantled the industry vertical line and set up business divisions divided by business lines such as KA (key customers), CKA (city chain), single stores, and universities in major regions.

Different merchants have different digital foundations, service capabilities, standards, and management systems, and split vertical industry lines to achieve a unified strategy for management and a unified implementation effect on the ground. Ele.me has reduced the number of regions in the country from the original 24 to 7 regions, and the heads of the seven regions and the heads of each business line report directly to Lei Yanqun. In the past organizational structure, there was still a layer of "regional general leader" between the regional head and the Lei Yan group.

According to industry insiders, merchants who get brand targets mean that they will be "favored" by platform policies:

For example, traffic weighting: brand merchants have a great advantage in the display ranking when ranking, and when doing activities, there is also a high probability that they can go to the homepage of "quality optimization", "big brand reduction", "brand selection" and other special traffic entrances to obtain a larger amount.

For example, management efficiency: Meituan and Ele.me have dedicated GKA CKA teams to track and manage merchants in the brand dimension, which greatly improves the brand's platform management control ability and management efficiency.

According to the analysis report of China's online catering delivery market in the fourth quarter of 2017, in terms of China's food delivery market share, Ele.me has merged with food delivery to occupy the first position in the food delivery market. Tencent's Meituan ranks second with a market share. The capital of the takeaway market has become a Meituan takeaway showdown with Ali.

> judging from the transaction share of manufacturers in China's Internet catering delivery market in the fourth quarter of 2017, in mid-October, Ele.me obtained the takeaway entrance on the homepage of the Alipay app and connected to the online operation of Alipay and Koubei's takeaway services. Alipay's traffic boost to Ele.me has had a significant impact on the takeaway market pattern in this quarter, and the market share of Ele.me + takeaway in the fourth quarter accounted for a large proportion. At the same time, on October 19, Meituan Dianping announced the completion of a new round of financing of 4 billion US dollars, Meituan Dianping said that after this round of financing, it will increase investment in the research and development of cutting-edge technologies such as artificial intelligence and unmanned delivery to further promote the upgrading of the modern service industry.

In the fourth quarter, Meituan Takeaway stabilized the market with a share of transactions. On the basis of the previous quarter, the market share of both parties has increased, and at the same time, their respective business ecological layout and technological innovation are also in full swing, and the situation of "two heroes competing for hegemony" in the Internet catering takeaway market is basically finalized.