v2 Chapter 313： The Real King brand initially monopolizes in a small area!

"Why the delivery fee is 9 yuan..." Zhang Jianhui twitched the corner of his mouth.

Just now, his focus was on the store and the price of the dishes inside, and he didn't pay attention to the delivery fee at the bottom.

"I have never seen such a high delivery fee!"

"No, it seems there are, like KFC, McDonald's, Starbucks... the delivery fee of these stores is 9 yuan all year round!"

"But those are very stable consumer groups, and they are large-scale chain brands that have developed over the years, with a strong foundation and a high degree of acceptance!"

"Small shops like me have a nine-yuan delivery fee. Doesn't this mean that customers are turned away from the door..."

"Too cheating!"

"Furthermore, with the high delivery fee of 9 yuan, customers won't make a profit even if I make a profit... The price will be higher..." Zhang Jianhui frowned.

Originally, he thought that he had let the profit go, and the price was so much cheaper than before, and the business must be much better than before!

But now with this high delivery fee, even if he makes a profit, coupled with the praise rebate red envelope, the final amount the customer pays for each order is still 2-4 yuan higher than before.

"This is a bit tricky..." Zhang Jianhui curled his lips.

In his cognition, the distribution fee is generally 3 yuan.

On the platform where he was stationed before, the delivery fee was actually 0 yuan.

The reason why he was 0 yuan was because he took the initiative to participate in the merchant's free delivery activities.

In other words, this distribution fee is actually borne by the merchant in the end.

In this regard, the policy of the food delivery platform has also undergone significant changes.

In the past few years, if a merchant participated in a free distribution fee activity, the distribution fee was ultimately divided by the merchant and the platform.

However, starting from 2020 this year, with the finalization of the market structure in the food delivery field, the food delivery platform has formed a basic monopoly. In addition to the increase in commissions, it will no longer bear half of the delivery fee.

If the merchant wants to participate in the free distribution fee activities, it needs to bear all the distribution fees incurred.

The platform is aptly called voluntary participation and does not force it.

But at this point, free delivery has become a major trend, whether it is e-commerce or takeaway, the overall environment is like this.

If you want to get out of the competition with other businesses and let customers click on your store, free delivery fee has now become a standard feature.

Because customers are accustomed to the free delivery fee, if your delivery fee is too high, it is very likely that customers will skip your store directly, leading to the loss of many potential customers.

Therefore, even if many businesses are dissatisfied with the platform's strategy of crossing the river and breaking the bridge, they have to accept it.

The platform is so powerful that there is no way to resist it unless you don't do it on the platform.

Fortunately, although the delivery fee was borne, Zhang Jianhui didn't take it seriously, because he didn't lose money at all.

As the saying goes, the wool comes from the sheep. It seems that the merchant bears the distribution fee, but in the end the distribution cost of a few dollars will be passed on to the customer.

Many customers choose stores that are free of delivery fees and feel that they are making a lot of money, but they actually bear the cost without knowing it.

"There is no place to participate in the delivery fee activities in the backstage..." Zhang Jianhui recovered, and quickly checked the backstage of the merchant version for confirmation, and muttered:

"In other words, this nine yuan is unchangeable!"

"Damn, how does this make people play!"

Zhang Jianhui suddenly felt a little melancholy.

The joyful mood before was also wiped out.

"In this case, the price has to be lowered..." Zhang Jianhui murmured.

Before that, Zhang Jianhui was actually quite excited, and even ready to do a big fight.

Because he calculated that even if he lowered the price a little, his net profit could still reach about 40%, which was much higher than what he had done before in Mei Tuan!

This is due to the high profit characteristics of the catering industry.

Especially in a Mala Tang shop like him, you only need to put a few slices of vegetables such as cabbage, leafy vegetables, winter melon, etc. each time, and the profits are quite exaggerated!

Therefore, even if he lowers his price, he still has high profits!

Coupled with the low commission and no need to bear extra expenses such as red envelope reductions, he will definitely earn a lot more than he had before!

Not only because of the low commission, the Shiwang brand app does not have various charging items like Mei Tuan, but also requires the merchant to bear the delivery fee and the merchant to bear the red envelope used by the customer, etc. This is also so active that Zhang Jianhui wants to settle in. One of the potential reasons!

But now, in the face of high delivery fees, whether there are orders has become a problem, no matter how high the profit is, it is meaningless.

"Reduce the price by another 20% and let the profit go out by 20%." After thinking about it in his heart, Zhang Jianhui made a decision:

"Just as before, spend the part that bears the delivery fee."

"There is also the part of the spending that reduces the red envelopes."

But even if this is the case, the delivery fee is still a pit that cannot be completely filled.

It is because the delivery price of 9 yuan is too high!

It's totally unreasonable!

"That's what I can do. I can't lower it anymore. If I lower the price, then I might as well stay in Mei Tuan..." Zhang Jianhui curled his lips.

"I really don't know what the real king brand thinks, and what is it doing with such a high delivery fee!"

"Ugh!"

"I don't know if those customers can accept..."

After making a spit, Zhang Jianhui again began to take out a piece of paper and a calculator, and began to recalculate the price...

...

A similar scene is happening everywhere.

One by one, the shop owners who signed contracts with Real King Group downloaded the Real King Business App with joy.

At the same time, the menu and pricing are uploaded one by one.

Like Zhang Jianhui, most of the bosses are very careful, after all, they are near the commercial street where the Real King brand is involved.

They naturally understand the business strategy of the Shiwang brand.

Therefore, in the eyes of many people, if you want to do it in the real king brand app, the price reduction has basically become a must.

Only in this way can we get a piece of the pie.

Fortunately, in addition to the 1% commission, the Real King brand currently does not have any other charging items, which gives them a lot of room for price adjustment.

At the same time, the shop owners who are accustomed to being charged by the platform even feel that they are not used to it, and more of them are happy.

After the bosses successively lowered their prices, the third-party stores in the Realking brand app showed a distinctive side.

As long as people who frequently use takeaways, they can clearly find that the prices of stores on the Shiwang brand app are obviously cheaper than stores on other platforms in stores with the same catering category.

And it's a lot cheaper!

And soon, more and more shop owners finally discovered something was wrong, and recovered from their joy...

That is, the delivery cost of this real king brand app is too high!

Up to nine yuan!

This discovery instantly aroused heated discussions among shop owners.

"What's the situation? Who would order such a high delivery fee?"

"That is, let alone nine yuan. Nowadays, the delivery fee is free. Most people don't even go to the stores that require delivery fee!"

"It seems that this business is not easy to do, the delivery fee is so high..."

"..."

There were constant voices of doubt, and many people showed extreme incomprehension.

But some people with flexible minds think more.

In the case of a commission of 1%, how can this platform have the funds to bear the cost of the delivery team?

And if you want to run a food delivery platform, the delivery team is the most fundamental and critical part, and there can be no mistakes.

Otherwise, the entire platform will be destroyed instantly.

Therefore, the delivery fee of 9 yuan seems to be a reasonable thing.

In this regard, many shop owners have shown understanding.

Especially for Real King’s move to let customers bear the delivery fee, instead of passing it on to them, they deeply felt Real King’s importance and care for third-party shops.

Compared with Mei Tuan and Ele.me, this real king brand only has a 1% commission, and then there is no additional charge item. It is clear at a glance who is good and who is bad.

Regardless of whether it is understood or not, most shop owners finally chose a move similar to Zhang Jianhui and continued to reduce prices!

Let the profit out!

This is the final decision of many shop owners.

It's just that there is more room for profit in the end, and the general scope is to control the net profit between 10%-30%!

Make sure they are at least profitable!

It's just that no matter how much the profit is, it can't make up for the 9 yuan distribution cost. This is undeniable.

Many bosses understand this very well, so many people are still worried about whether customers can accept it.

Regarding this, everyone has no idea!

But this is not what they can decide, everything depends on the final feedback from the market.

Later, after setting up the online store, the bosses moved quickly again.

Some of them directly notify some regular customers, telling them that the online order in the store has been returned to the platform.

Others, like Zhang Jianhui, posted simple notices at the entrance of the store.

Others send notifications in the regular customer groups on social software.

some...

The methods are different, but everyone has a common goal, which is to build momentum and attract traffic for their stores on the new platform!

In this case, the name of the real king brand has naturally improved.

And this time it can be called an extremely accurate promotion without spending any money.

Because the old customers of those stores are basically residents in the surrounding communities where the store is located, especially those old-fashioned stores that have been open for seven to eight decades. The number of old customers, good relationships, and high stickiness are characteristics.

In this case, many customers are willing to cheer for the boss.

This leads to an amazing member conversion rate!

New customers are constantly coming to apply for membership cards!

And this is just one aspect.

Due to the spontaneous propaganda of many bosses, employee propaganda, posters posted at the entrance of the store, etc., it has also greatly increased the exposure rate of the Real King brand!

The influence of the Shiwang brand has been unknowingly, starting from the ten commercial streets that were originally explored, and gradually spreading to the surrounding auxiliary streets!

This momentum is the most terrifying thing!

...

11:33 in the evening.

Under the full contract, all the catering shops in the auxiliary street near the ten commercial streets covered by the real king brand have completed the contract.

The total number of signed shops has reached 1182!

This number almost occupies more than 90% of the merchants currently surrounding the Real King brand!

Most of them are takeaway shops that used to be Mei Tuan and Ele.me.

Some are because the take-out platform is too high, and the shops that have not settled in or have once settled in and then withdrew.

At this moment, they all chose to join the Realking brand app!

It is conceivable that 1% rake is so tempting for catering shops.

And what you need to know is that this is an exclusive contract!

Unless it is a store that voluntarily withdraws from the real king app platform, it is not allowed to open a store on other platforms as long as it is still one day.

With such a large number of take-out merchants, it is no exaggeration to say that the Shiwang brand has formed an absolute catering monopoly around the ten commercial streets involved!

Those ten commercial streets, not to mention the big ones, are at least five kilometers away. If you want to order takeaway on the Internet, you must come to the real king brand platform!

...

the next day.

Zhang Jianhui rushed to the store early in the morning and began to prepare today's catering raw materials.

Before he could open the door, the old Wang from the nearby shop rushed out without warning shouted:

"Lao Zhang, look at the Mei Tuan app!"

"What's wrong, so excited early in the morning?" Zhang Jianhui stopped opening the door and smiled:

"To be honest, I uninstalled Mei Tuan yesterday, and hope that I will never have the opportunity to use it again."

"Uninstalled? I rely on, then it's no wonder you are so calm!" Old Wang walked towards Zhang Jianhui with his mobile phone, and said:

"Look at it!"

"Could it be that Mei Tuan gave some subsidies and benefits for the Shiwang brand?" After hearing this, Zhang Jianhui guessed and laughed:

"The urination of Mei Tuan is at best a temporary benefit to suppress opponents. Don't be fooled, Pharaoh."

"No, no! There are no subsidies and benefits! Mei Tuan hasn't reacted at all to this incident!" Old Wang shook his head and said, "Here, you can see for yourself."

After speaking, Pharaoh handed the phone to Zhang Jianhui's sight.

Upon seeing this, Zhang Jianhui turned his gaze to the screen.

At this look, he was instantly dumbfounded.

I saw on the screen, the Mei Tuan merchants list interface he was familiar with was displayed.

However, unlike what he had seen before, there should have been a list of shops on the interface, but it did not appear!

Instead, it is a blank interface with only a short sentence on the interface:

"Sorry, there are no eligible businesses"

"You can try to reduce the filter items~"

Could it be that Lao Wangding's selection criteria were too harsh... Then Zhang Jianhui turned his attention to the selection criteria.

There is only one filter condition: businesses within 1km.

"No, I remember there are 30 or 40 restaurants within 1 kilometer..." Zhang Jianhui frowned:

"what's going on?"

ps: ask for a few monthly tickets at the beginning of the month

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