The following is exclusively interpreted by takeaway players:
There are two reasons why the take-away platform provides subsidies to merchants. One is to improve the order rate of users on the platform. Customer unit price is always one of the most important reasons that affect user orders. The platform improves the preferential activities of merchants by subsidizing activities and reducing delivery fees. As the number of orders placed by users increases, the activity and stickiness of the takeaway platform increase. At the same time, after the increase in orders, merchants also tasted the sweetness. Even if the activity is over, we will take the initiative to do full reduction activities to attract users in the future.
Another important reason is that the take-away market has two biggest platforms, Meituan and Hungry. They compete for both business resources and user resources. They subsidize their own platforms to attract merchants to settle in and do lower preferential activities, so that the sales of merchants on their own platforms are higher than those on other platforms, so as to show the superiority of their platforms.
At present, the two platforms generally subsidize merchants in three forms:
1, full subsidy reduction: suppose the merchant is doing the activity of "full 25 minus 6" and the platform subsidizes two yuan, then the user will display "full 25 minus 8". The two dollars that users pay less are borne by the platform.
2. Distribution fee subsidy: Especially for some merchants with low customer unit price, their own order amount is not high, and the special distribution fee generally starts in 5 yuan, which greatly affects the order rate. If we can partially reduce the delivery fee, it will be of great help to increase the order volume. For example, the distance between 2 yuan, the platform subsidy distribution fee, and 5 yuan, the normal distribution fee, will show the 3 yuan distribution fee. Improve in-store conversion rate and order conversion rate.
3, traffic support, ranking lock: Now hungry, some areas have "ranking lock" permission. The marketing manager can tilt the traffic of some businesses according to the policy and lock the target businesses in a fixed ranking at the front end. Usually, if businesses want to rank high, they have to spend money to bid. Once the ranking is locked, the bidding cost of the merchants is actually reduced in disguise, which is also a subsidy.
First of all, the platform will give priority to those high-quality businesses with high transaction volume and large volume. This is getting better and better, and the promotion is more effective.
Secondly, both platforms have merchants, and the sales of the opposite platform are particularly good, much higher than their own platforms. I hope that through subsidies, we can narrow, tie or even surpass our opponents' platforms.
Third, I have a good personal relationship with the marketing manager. Because all the criteria for selecting subsidy targets are flexible and there are great human factors, it is easier to get subsidies by having a good relationship with marketing managers.
As for how merchants get subsidies? How to optimize other delivery skills for you, and what are the effects of new functions such as super flow card? What are the application conditions? For more operating skills of take-away cow X, you can also learn in detail in the official account of "Take-away Player" WeChat.