Chapter 153 Boss Ma's Counterattack

Facts have proved that Wang Xing guessed wrong. He thought that Ele.me's first wave of offensive, which had been brewing for a long time, would focus on advertising promotion, attacking the white-collar market in Beijing to squeeze out Meituan, or using offense instead of defense to focus on tapping into the Shanghai base.

As a result, Xie Jingxing used his left hand to advertise and his right hand to subsidize, and set the battlefield in Hangzhou. He swung his arms and attacked Tao Diandian left and right.

It's like two little hooligans are confronting each other. One of them has been holding back his ultimate move for a long time and suddenly aims at the person watching the fun next door. Without saying a word, he drags the person in and beats him up.

The means were extremely cruel and unparalleled. Wang Xing was dumbfounded and couldn't understand why.

But in fact, not only he couldn't figure it out, Xie Jingxing and Zhang Xuhao were also a little dumbfounded.

The original battlefield of the "Happy New Year" plan was Beijing. Wang Xing responded with great courage and directly launched it in 30 large cities simultaneously, thus destroying Meituan's strategic intention to kill its food delivery business in Beijing.

Moreover, with various giants entering the market, it is unrealistic to kill Meituan with one punch, so we must consider a long and protracted war.

Targeted blasting - specifically every city in the country to strangle Meituan's market share. Losing market share means losing cash flow. Ideally, Meituan will eventually die from excessive blood loss.

Zhang Xuhao was not very interested in this. He was dreaming of defeating Meituan in June and ending the battle. Xie Jingxing told him that he should be mentally prepared to fight a war of attrition for at least two years.

The two could not reach a consensus, so they naturally decided to use Hangzhou, the market where Meituan is weakest and Taodiandian is strongest, as a testing battlefield.

While the team is being trained to execute various tactical details, Taodiandian can also be dragged into the game so that everyone can join in the fun.

Based on this logic, it can be verified that neither Xie Jingxing nor Zhang Xuhao took Taodiandian too seriously, but everyone's physical fitness is different.

Some people slid and tackled the tiger, some people were weak and fragile, and they would break at the slightest touch. The feeling was so strong that they never expected it.

Just when the expected counterattack from Meituan and Didian was almost unleashed, Taodiandian took the lead in launching an exaggerated counterattack.

Wang Yulei shouted that he was completely crazy. First of all, in terms of advertising and marketing, he adopted a saturation strategy to take over the offline promotion positions such as taxis that Ele.me had voluntarily given up.

Online, Alibaba uses its local resources to cooperate with the three major telecommunications operators to bombard the city’s population of millions with spam text messages every day. The opening screen ads of Alibaba’s APP matrix are all Taodiandian.

Next, in terms of subsidies, it decisively followed Ele.me's spending intensity.

It is not limited to Hangzhou, but covers all cities across the country where Taodiandian is located, although there are only Xiamen, Shanghai, Hangzhou and several small cities around it.

Previously, Taodiandian was trapped in the Double Eleven subsidy loophole and did not follow the steps of Ele.me and Meituan in expanding into new cities. Now it doesn’t care about the subsidy loophole and wants to occupy the market first before talking about other things.

Anyway, he didn't have the courage to imitate Xie Jingxing and sign a money-burning guarantee agreement with the merchants, but he still had the courage to write a report to his superiors to apply for a budget, and it was very big!

The last issue is the personnel of the team. Xie Jingxing's poaching was completely a case of taking advantage of the situation and taking advantage of the situation.

We didn't really expect it to have much effect, but it actually caused the biggest damage to Taodiandian so far.

In just one week, a total of 12 people switched jobs to Ele.me, including Xu Nuo, a P8-level product team leader, and the sales champion of the marketing department.

You should know that Alibaba is about to be listed on the US stock market. Taking Xu Nuo as an example, this is equivalent to giving up options worth four to five million yuan, as well as an annual general salary that is unique in the Internet industry.

Those who choose to follow her at this critical juncture are all extremely confident in their own abilities and are the true backbone of the team.

As a result, the HRBP boss of Taodiandian Business Unit was demoted and transferred away, and the performance of the entire human resources department was 3.25.

Wang Yulei brought midnight snacks, alcohol, and eye drops, and half of the team's senior P8-level members to visit Xu Nuo late at night to chat and reminisce about the past.

Unfortunately, she arrived a step too late and only Xu Nuo's sister was at home. She herself had already quickly joined Ele.me and flew to Beijing to take up the position of product manager.

In order to avoid affecting Ms. Xu's work status, we will not go to court for breach of the "non-compete agreement" and are willing to negotiate compensation issues.

Alibaba will be compensated with 20 times the highest monthly salary. If Xie is not satisfied, he has agreed to pay an additional 20 times the monthly salary out of his own pocket, said a partner from a well-known domestic red-circle law firm.

Wang Yulei threw away the eye drops on the spot, cursed with red eyes, "This is too much", and picked up the keyboard to write the report again.

"This kid... is really shameless."

On the top floor of Alibaba's headquarters building, known as "Guangmingding", Mr. Ma, who calls himself the otherworldly immortal Feng Qingyang, returned to the mortal world with just one sentence.

Boss Cai shook his head and laughed, jokingly saying, "Or you can call him to settle the score."

"I want to ask him how he plans to deal with this mess."

Teacher Ma was very upset. Xie Jingxing was old, and if he took it seriously and blamed him, he would be at a disadvantage.

"A colleague of mine picked up Ele.me takeaway food at the entrance of the park yesterday."

Boss Cai raised his hand and cut another knife, then added after some thought: "The takeaway market can be roughly divided into three areas: schools, white-collar workers, and residential areas. Schools are too small and residential areas are too large."

"This shows that entering the white-collar market is a good idea, and we are more suitable than Ele.me." He gave the final conclusion.

Teacher Ma glanced at the report displayed on the computer screen unconsciously: "Meituan still hasn't made any move?"

"We will try our best to avoid subsequent Meituan board meetings." Boss Cai did not comment.

Teacher Ma turned the sandalwood Buddhist beads bracelet in a slightly irritated manner: "A tall tree attracts the wind and attracts people's dislike!"

Alibaba has been the subject of much controversy over the continuous counterfeit scandals on its Taobao business. Now that Taodiandian has entered the more sensitive catering business, it has to focus on being decent and conducting strict self-inspections.

Just as Didi controlled the industry many years later, it was unable to stop AutoNavi, with its group of small online ride-hailing aggregation platforms that dared to accept any driver, from gradually grabbing 30% of the market share.

Alibaba is facing the same situation and requires merchants joining the platform to have three complete certificates. Ele.me and Meituan do not have this burden.

If Taodiandian wants to follow the merchant development route of Ele.me and Meituan, it will have to pay higher operating costs.

Of course, high-quality quality control is in turn a product logic that is more suitable for white-collar consumers than Ele.me, but he has another plan in his computer.

Regional agents open up most cities to agents, while Taodiandian only operates a Taobao-type trading platform in major cities, reducing operating costs in exchange for speed and increasing market coverage.

The number one enemy of this silky little combo can only be Meituan, but now Meituan is as stable as a rock, watching its market share shrink without doing anything.

"Wang Yulei is still petty after all this fight. What's the big deal about adding a few soldiers?"

Teacher Ma pondered for a long time and suddenly started to curse: "What a fool! I was too embarrassed to talk back when Xie Jingxing called him a coward."

"Have him write a new application. First, urgently transfer 200 key members of the marketing department from Xiamen to support the Hangzhou battlefield."

He turned off the computer and stood up: "Second, open up unlimited recruitment quotas from within the group to supplement the mid- and back-end technical teams."

“Third, we will select key market business personnel from across the country from within the group to establish an employee training system for the Taodiandian division.”

Xie Jingxing wants to fight to the end in the white-collar market, after all, the total market volume is growing. Maybe Taodiandian can't stand up to Ele.me, but it is definitely better than Meituan, which sits on the mountain and watches the fight.

Finally, Mr. Ma said slowly: "The project of developing Taodiandian regional agents has been launched, and the group is preparing to restart the 'Word of Mouth' project at any time."

Boss Cai remained silent. These two points were directed at Meituan, which was willing to give up its strategically invested companies that could develop into unicorns in order to build a closed loop of Alibaba's ecosystem.

Is it worth it? Is it debatable?

Boss Cai took a deep breath and was about to persuade him.

Boss Ma turned to ask something else: "How is the fast side?"

"We still need to talk." Tsai Chongxin was slightly stunned.

Teacher Ma held his hands in front of his chest, holding the Buddhist beads against his nose, his expression solemn as a Vajra with eyes closed: "Brother, God has not given me a long life, and I have to take care of everything myself."

"You really think that the return of the six kingdoms to Qin is in my hands."

Cai Chongxin joked, and his advice turned into a knowing smile.

The growth that Kuaidi brought to Alipay's business was not ideal. Even so, they were still willing to support Lu Chengwei to the end. However, at a time when the industry was facing internal and external troubles, all other investors wanted to merge with Didi.

At the same time, the food delivery industry has ignited the war. Taodiandian’s splash screen ads and traffic entrances originally belonged to Kuaishou, and there was nothing they could do about it.

As we watch Kuaidi gradually merge with Didi, will Meituan become the next Kuaidi?
No one likes the feeling of things being out of control. From the moment Alibaba fell out with Yahoo and used ruthless tactics to take control of the investors, nothing could stop its will.

It must be said that Xie Jingxing is a very outstanding young man. He has forced Alibaba into an awkward situation, and all strategic arrangements have his footsteps.

In this case, if I can't get what I want, I would rather keep all the business in my hands, even if this is not the best option!

…………

The wind started to blow again, and a pale yellow leaflet began to dance with the dust on the ground, then swirled and gently floated down.

"It's much more intense here in Beijing than in Hangzhou."

The pretty girl with neat short hair picked up the flyer and read it carefully. She looked at the Meituan sales staff who were handing out flyers a hundred meters away and couldn't help but smile.

The manager of Ele.me's self-operated site in Beijing did not take it seriously and replied proudly: "We also hand out flyers downstairs of Meituan. If you find any fault, we will punish them."

Kang Jia, who naturally had a smirk on his face, accompanied him and quietly observed Xu Nuo, the person Xie Jingxing had personally recruited...

Not to mention that this rich second-generation is surrounded by beautiful women like a landlord, and he can't wait to interfere in the company's personnel affairs as soon as the competition war has just started.

This is consistent with his usual style, and the more so, the more annoying it is.

"It snowed a lot in Beijing this winter. Our station alone received thousands of orders every day, with a peak of 200 to 300 orders at noon and in the evening."

The manager explained the situation and the three of them walked into the site side by side.

It was afternoon and there were not many orders. New employees were being trained in the corner, and on the other side several veteran riders were surrounding two marketing staff and giving them suggestions.

One said that the number of orders must be controlled during peak hours, otherwise they would not be able to keep up. Another said that the security guards at Communication University of China are particularly annoying and look at riders like thieves.

It was a messy yet lively place. Xu Nuo quickly avoided the debris under his feet and walked into the only independent office, where two operators were busy making phone calls.

After listening to a few sentences, she asked in surprise: "Do you need to confirm the order by phone?"

"Merchants can receive the orders directly when customers place them on the platform. Some merchants do not understand the system and require confirmation. In addition, the system has undergone a lot of adjustments recently and bugs occur frequently. So we simply have all the orders confirmed by our backend." explained the site manager.

Xu Nuo couldn't help but glance at Kang Jia: "Will you guys have enough time to confirm by phone during the peak order period?"

"Two people are not enough, so we need to hire another person. He needs to know computers, speak Mandarin and have a good memory. It's hard to find someone. I plan to ask my fellow villagers to help me find someone."

The site manager counted on his fingers, just short of sticking the word "professional" on his face.

Kang Jia resisted the urge to cover his face and took over the conversation: "The technical team is working overtime to develop the product functions, so we especially welcome you to join us."

"Mr. Kang, you are too polite. From now on, we will be brothers and sisters. We will work together without distinction between you and me." Xu Nuo expressed his attitude with a smile.

After all, Ele.me is a startup that is growing wildly. Its marketing business is full of enthusiasm and drive, but its product and technology research and development is much weaker than that of Alibaba and Meituan.

She had some expectations before she came, which was a good thing to some extent, as she and her old colleagues who had changed jobs needed an opportunity to integrate into the team when they first arrived.

The female classmates who have been able to train in Alibaba for many years and step on countless heads to secure the P8 position have all got some points in palace fighting skills.

Kang Jia was quite pleased and nodded slightly to show his agreement, then he enthusiastically talked about the various problems currently faced by the product side.

Most of those who voluntarily resigned from Alibaba at the P8 level and above have started their own businesses. Xu Nuo is willing to take an annual salary of to yuan and a seemingly pie-in-the-sky option package. Anyone would have to say that he is marrying down to a low standard.

Therefore, he had no opinion about Xu Nuo himself, but was mostly a little worried about the personnel changes.

Several current product managers at Ele.me are old brothers who started the company in the early days. This year, the influx of capital has suddenly put the company on the fast track of development, and the old brothers’ own capabilities cannot keep up with the pace.

During this period, Zhang Xuhao had quarreled with the human resources manager several times, but he just couldn't bear to disappoint his old brothers.

Even when Xu Nuo and her team came, they temporarily set up an entire product team and took out some technical research and development projects from various product teams and gave them to her.

Under the pretext of an elite team fighting a tough battle, the HR manager blocked Zhang Xuhao in the office and angrily criticized the waste of resources, and the two almost got into a real fight.

The more Kang Jia thought about it, the angrier he got. In his heart, he viciously made a note of Xie Jingxing. In the next round of financing for Ele.me, the share of Grapefruit Capital's follow-up investment must be reduced. Sooner or later, they will be put on the list and the accounts will be settled!

"Don't just look at the market side when burning money. Product development is not just about having people. Money is needed everywhere. The next round of financing must be put on the agenda as soon as possible."

Kang Jia was thinking in his heart when Xie Jingxing pushed the door open and came in, bringing with him a gust of cold air. Zhang Xuhao and Song Anli followed beside him and nodded repeatedly.

He greeted him with a friendly smile on his face. Xu Nuo first greeted Zhang Xuhao, and then called out "Mr. Xie" in a dry voice, appearing very calm.

"How is it? Are you still adapting?" Xie Jingxing didn't care at all.

He recruited Xu Nuo for the sake of the greater good and for the public good. Moreover, even if he had some selfish motives, there was still the principle of promoting the talented regardless of personal relationship.

Xu Nuo pursed her lips helplessly. She still didn't understand why it was her. Coincidence was not an explanation she was used to accepting.

(End of this chapter)