Meituan Waimai VS Ele.me: How to play with red envelopes?

Meituan Waimai and Ele.me have been engaged in a red envelope subsidy war for a long time. Today we will compare and analyze the red envelope gameplay and the purpose behind them of Meituan Waimai and Ele.me, and draw inferences.

1. How to play the red envelope of Meituan Waimai

1. Invitation with rewards

Rules: I invite friends who have never used Meituan Takeout by sending red envelopes. When new users place an order, I can get the red envelopes.

Analysis: The purpose is very clear, which is to attract new customers .

There is a detail that the recommended friends are the friends in the address book who do not use Meituan Takeout, but when you click to send red envelopes, the corresponding friends are friends through WeChat , QQ, and Moments . Friends do not completely overlap, which is related to the limitations of practical conditions. It is impossible for WeChat to share the friend list directly to the Meituan Takeout page list; there is a high degree of overlap between address book friends and WeChat and QQ friends, and it does not have much impact if the recommended friends and the recipients of the red envelopes are not exactly the same.

Suggestion: You can add a new column under "Invitation Rewards" - " Ranking of Earning Red Packets" to stimulate users' competitive psychology or create an invitation atmosphere; or you can add a floating carousel above "*******0098 from Anhui successfully earned a 15 yuan red packet!" to create an atmosphere of inviting friends to earn red packets.

2. General red envelope

Rules: You can receive a universal red envelope by logging in every day. For personal use only.

Analysis: This is to increase user stickiness. When users open the APP, they can receive red envelopes, and then they will naturally consider what to eat.

3. Stealing Red Envelopes

Rules: Enter the takeaway app on the Meituan client, click to enter the order page, there will be a floating "Steal Red Envelope" button, set to turn on the WeChat friends stealing red envelope function, click to steal WeChat friends' red envelopes. You can only steal twice a day, and you cannot steal all your friends' red envelopes.

Analysis: The function of stealing red envelopes can stimulate users' interest in participation. If someone steals my red envelope, I must find an opportunity to steal it back, or I just want to steal the red envelope to take advantage. It can obviously improve user activity. It feels like it is imitating the energy stealing function of Ant Forest, but the advantage of Meituan is that if my red envelopes are kept being stolen and I feel disgusted, I can choose to "deactivate friend relationship" in the friend settings, leaving users with a way out. Currently, only the Meituan client has this function, and it seems to be in the trial stage.

4. Receive red envelope after successful payment

Rules: After payment, a floating box will be displayed, "Congratulations on winning a yuan red packet, share it with your friends to see who will get lucky", with two options "Share" and "Cancel" below. The friend who receives the red envelope first will get the biggest red envelope.

Analysis: This sharing-receiving red envelope form can effectively spread Meituan Takeout’s red envelopes, avoid the situation where people only share them with themselves or a few friends, and create a culture of grabbing red envelopes within the group.

2. How to play the red envelope on Ele.me

1. Recommendation rewards

Rules: Invite friends and new users to place orders to get red envelopes.

Analysis: The purpose is to attract new customers. However, users often don’t know which of their friends do not use Ele.me, which may cause trouble. It is recommended to refer to Meituan’s recommend new users function.

2. Play games to get red envelopes

Rules: Choose to open the built-in game, and complete the task of the first game to receive a new user red envelope of ** yuan. Android only.

Analysis: The game + red envelope format is worthy of recognition because it can attract user participation. In addition, by cooperating with game software, you can obtain certain commercial promotion fees and advertising fees. But the gameplay can be further improved.

suggestion:

• The game + red envelope gameplay rules are spelled out in detail in the notification center, and red envelopes are used to entice users to play games and advance. At the same time, the fun form of game + red envelopes attracts users and guides users to share, rather than just positioning the game center as a promotion location where only one or two games can receive red envelopes.
• Set up some simple H5 games to meet the needs of older users or users who are not very good at online games . According to the process of "new users download the APP - place an order - play games - share the results - more new users join - receive red envelopes from new users", the competitive psychology of the target group can be aroused in the form of games, inducing them to participate and share, and acquiring more new users.

3. Red envelope for free meals

Rules: Purchase an Ele.me no-threshold red packet for 1 yuan and get 1 lottery ticket number for free; 30 lottery ticket numbers are issued in each event, and if the numbers are the same, you will get a 20 yuan no-threshold red packet. In the first phase of the event, one person will be randomly selected to receive a 20 yuan red packet for every 30 people. Users can participate in this activity repeatedly.

Analysis: Use lottery activities to attract users to buy 1 yuan red envelopes. Even if they don’t win the prize, they can still use it without any threshold, which promotes activity. For the Ele.me platform, for every 30 yuan deposited into the account, a 20 yuan red envelope will be issued (to the lucky winner), and another 29 yuan red envelope will be issued (1 yuan per person to other non-winners). Whether it is a 1 yuan red envelope or a 20 yuan red envelope, Ele.me can guide 30 red envelope consumptions in each activity, which invisibly increases the order volume.

4. Grab the red envelopes shared by WeChat friends

Rules: Click to share the red envelope after the order is completed.

Analysis: Ele.me imitated Meituan’s lucky red envelopes, and the copywriting on the red envelope sharing page is similar to that of Meituan Waimai, “Ele.me’s lucky red envelope, the first person to receive it will get a big red envelope.” However, the details page is very different. In addition to the Ele.me red envelopes, they will also issue cooperative red envelopes such as Tongcheng train tickets and Didi red envelopes. In connection with the Ele.me Game Center mentioned above, it can be seen that Ele.me’s advertising space also accounts for a certain amount of revenue.

In addition, the red envelopes shared with friends by Ele.me are divided into breakfast red envelopes and other details. Click on the ad on the breakfast red envelope details page to reach Ele.me breakfast, where you can recommend breakfast discounts based on your office building and book breakfast for one or more days. It meets the needs of office workers and provides more usage scenarios.

It can be seen from the breakfast red envelopes that Ele.me’s red envelopes have begun to become more refined. They are no longer just throwing money at subsidies, but are trying to refine operations based on the different needs of users. I believe this is just the beginning.

3. What we saw from Meituan Waimai and Ele.me red envelopes

From reference materials, we can see that the number of Ele.me users is far smaller than that of Meituan. Ele.me focuses on food delivery, while Meituan's business covers all areas of life. Therefore, the key growth point of Meituan's food delivery lies in the conversion of Meituan users, while the growth point of Ele.me's business lies in attracting new users.

Meituan provides universal red envelopes for daily login. The red envelope subsidy method is more direct and easier to gain user favor because the subsidy is large enough. Ele.me's free meals and game red envelopes are more indirect, and the cost for users to obtain red envelopes is higher. It is no longer a blind subsidy, but an effort to distinguish between price-insensitive and price-sensitive users, and give red envelopes to price-sensitive users indirectly. This also shows Ele.me's exploration of the food delivery business model .

The red envelope-user relationship diagram of Meituan Takeaway is as follows:

The red envelope-user relationship diagram of Ele.me is as follows:

It can be seen from the figure that in addition to similar ways of sharing red envelopes upon successful payment and inviting friends to exchange red envelopes, Meituan and Ele.me have each taken a different approach and worked from different directions to explore new ways to play with red envelopes. Meituan designed the gameplay of stealing red envelopes based on the interaction between users; Ele.me started with the activity of individual users and designed the gameplay of getting red envelopes by playing games and eating free meals.

Meituan designed the red envelope stealing function with the aim of promoting user interaction. We further speculate that it may be to help improve the closed loop of the ecological system between users. After all, inviting friends to exchange red envelopes only builds the connection between users at the beginning, and stealing red envelopes, like sharing red envelopes, allows user 1 to pull user N to stay active together and become an organic whole. In addition, stealing red envelopes also shortens the user interaction process (compared to sharing red envelopes after successful payment).

The purpose of Ele.me designing game red envelopes and meal red envelopes is to increase the popularity of red envelope activities and user activity, radiating from a single user and continuously enriching the content of red envelope activities. In fact, Ele.me has been exploring new red envelope models, such as breakfast red envelopes, and increasing the cost for a single user to obtain red envelopes (free meals, game red envelopes) in order to segment user groups and distinguish price-sensitive users in order to save costs and carry out targeted and refined operations.

In any case, red envelopes are essentially used to grab users and are only a short-term means of acquiring customers, or in other words, a means of attracting a large number of users during the rapid growth period of a product. Meituan and Ele.me are both trying to find a way out of the red envelope war.