Original link: https://www.latepost.com/news/dj_detail?id=1319
Pinduoduo will not launch “Chop a Knife” overseas for the time being
Temu’s budget in September may reach 1 billion yuan
Half a month after “LatePost” exclusively released the news that Pinduoduo will launch a cross-border e-commerce platform, Pinduoduo’s cross-border e-commerce project Temu was launched on September 1, a full half a month earlier than the original plan. .
At present, the first batch of users who have placed an order experience on Temu have received the goods, and the entire link is also very clear. Temu sellers are responsible for putting the goods on the shelves and shipping the goods to the Guangzhou Panyu warehouse designated by Pinduoduo. The tasting staff of the investment promotion team After the review, the products that pass the review can be sold. The platform uses the express boat to deliver the order to the east and west of the United States, and the local logistics carrier such as UPS will deliver it.
Temu’s slogan in the Apple App Store is “Team Up, Price Down”, which means “grouping makes the price lower”. It is the most widely circulated and most criticized “slash with a knife” activity.
“LatePost” learned that Pinduoduo Temu will not launch the “slash-and-slash” function overseas for the time being, and the team may take the form of a content community on the mobile terminal to improve the transaction conversion rate. In addition, the launch budget of Temu in September may reach 1 billion yuan, and the market expenses in the first three months will be concentrated on public domain traffic acquisition and content-based delivery.
A cross-border industry source said that the European and American markets are not suitable for Pinduoduo to adopt the popular domestic method of “slashing a knife”, and there will be risks of “induced marketing” and “unfair competition”.
However, “social fission” is not completely unusable in the European and American markets. For example, new users of AliExpress in the United States will see “Slash It” on their personal homepage, and the event page after clicking on it will display “Great deals with your friend’s help ”, new users can buy $1 off items by sharing to their friends.
In the first half of the internal testing phase, Temu was mainly busy opening and optimizing transaction links. The sales categories were also limited to fashion categories. The overall launch strategy was not officially determined until mid-September, and the sales categories were also open to all category merchants. The primary goal of the launch is the number of new user registrations, followed by the turnover.
In the budget, Facebook channel accounts for 30%, Google channel accounts for 35%, website alliance accounts for 10%, and content-based placement accounts for 25%. Content-based placement refers to promotion on platforms such as Tiktok, Youtube and Instagram by virtue of cooperation with KOLs Temu.
In addition to high investment, Temu and Pinduoduo are consistent with their low-price strategy in China.
Temu, which is in the beta phase, launched the “Grand Opening” event, which implements three major promotions: free shipping, 30% discount, and free returns. There is also a 1-cent product area, and each account can spend only 1 cent. Choose an item in this section and get free shipping until September 14th.
“LatePost” learned that the Temu platform controls everything from commodity pricing to contract performance. The supply price submitted by a fashion category supplier is only 1 yuan away from the platform price, and the order volume has increased rapidly. Temu’s investment promotion team will invite merchants who sell more than a dozen orders a day to the active position, saying that they can help him sell hundreds of orders a day, provided that the supplier continues to cut prices. At present, more than 15,000 merchants have settled in Temu.
Yesterday, Pinduoduo officially announced the official launch of the “2022 Duoduo Overseas Support Plan”, which plans to invest 10 billion in resource packages, build 100 overseas brands in the first phase, and support 10,000 manufacturing companies to directly connect to overseas markets.
On September 15, US time, Temu ranked 14th in the shopping category of the Apple App Store in the US market. (Text | Edited by Zhang Qin | Guan Yiwen)
AutoNavi’s ride-hailing business has achieved profitability
“LatePost” exclusively learned that at present, AutoNavi’s ride-hailing business has achieved profitability. The watershed of profitability is the daily order volume of 5.5 million – 6 million orders. After reaching this level, the gross profit of AutoNavi’s car-hailing business after deducting B and C-end subsidies, rebates, and headquarters expenses is positive.
The number of daily active drivers of AutoNavi has increased to a certain extent in the past few months, from 200,000 to 260,000. Currently, Didi has about 500,000 daily active drivers. In August this year, AutoNavi’s average daily order volume was about 13 million, and the average daily order volume was about 6.8 million, with an order fulfillment rate of about 52%; during the same period, Didi’s average daily order volume was about 22 million, with an order fulfillment rate of about 22 million. At 75% – 79%. In response, Gaode responded that the data was untrue.
“LatePost” learned that AutoNavi’s online car-hailing business will be divided into two parts in the future, including the self-operated “rocket travel” and the previously operated aggregation platform.
In the past, AutoNavi focused on the aggregation model, and divided the connected car-hailing platforms into “first ring” and “second ring”. The second ring is the 155 small and medium-scale online car-hailing platforms.
A Gaode person said that in the future for self-operated “rocket travel”, Gaode may take the approach of not officially owning a car, and other platforms other than “One Ring” Didi and the largest “Second Ring” platform. The Jia.com car-hailing platform (known as the “Four King Kongs”, i.e. Duo Duo e-Travel, Travel with China, Timely Use Car, and 365 Travel) negotiate and jointly provide capacity support.
Among the above-mentioned platforms, at least two have contacted AutoNavi’s taxi team in Beijing. A platform person told “LatePost” after contacting AutoNavi that AutoNavi did not give clearer conditions for concessions, but only informed them that they were accessing the service. After “rocket travel”, R&D costs will be significantly reduced, and more traffic distribution support will be given.
According to the analysis of the above-mentioned AutoNavi people, self-operation is mainly based on two factors. First, AutoNavi hopes to improve the service experience and needs to better manage and control each service process; the second is to deal with regulatory pressure. In the first half of this year, AutoNavi gathered the “Second Ring” Several platforms have been taken off the shelves by local regulatory requirements due to compliance rate issues. In August, the Ministry of Transport announced the compliance rate of aggregation platforms for the first time. The compliance rate of AutoNavi is only 61.6%. In the future, industry supervision will become more and more stringent, and AutoNavi needs to make risk cuts.
The definition of self-operated by online car-hailing platforms varies. For example, T3 Travel and Cao Cao Travel are backed by depots. They define the drivers who use the vehicles provided by the platform, who are trained and directly managed by the platform as self-operated, and the people and vehicles recruited from outside are called franchises. Didi’s self-operated car does not directly own the car, but entrusts a large local service provider company to provide car rental services, and the latter will also help Didi manage and train drivers. Judging from the current situation, AutoNavi will also consider adopting the Didi model in the future to directly manage and mobilize service providers who provide vehicles and drivers.
A person from Meituan believes that AutoNavi’s profitability has demonstrated that its aggregation model has really worked well, and it is a landmark event in the online car-hailing industry. Affected by this, Meituan may consider increasing investment in its online car-hailing business in the future and return to the battlefield again. (Text | Edited by Shen Fangwei | Guan Yiwen)
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