Recently, Ele.me and “free one minute” activities are very popular. According to media reports, as of the evening of June 30, more than 956,000 orders had been exempted.
Throughout the event, hundreds of thousands of users enjoyed free orders ranging from as low as ten yuan to as high as 200 yuan per order. Ele.me’s efforts to offer discounts to consumers this time are truly generous! However, behind this big deal, what exactly is Ele.me planning?
1. Ele.me’s “1-minute free order” trending search
The process of “free one-minute order” becoming a hot topic on the Internet began with the refund text message some users received on June 21. After many netizens posted information about Ele.me refunds ranging from tens to hundreds of yuan, more users began to pay attention to this topic. As "Thank you, Ele.me" became a hot search term, people intensively went online to ask what this event was about. Subsequently, Ele.me’s official event gameplay and rules began to become known to everyone through the sharing and “pointing” of many enthusiastic users.
In order to allow netizens to "rush" to this free ticket express, the official also announced a concise and concise strategy: from June 21st to June 30th, Ele.me will launch a free ticket activity every day. Officials will announce relevant "examination questions" the night before the free order event. These questions use various methods to remind users of the time point for free orders the next day, as well as the categories of free order products. Users can order food on Ele.me the next day based on their own guessed time. Ele.me launches multiple free order time points every day. As long as the user can guess the time accurately and place an order within one minute of the free order time, and the order includes a free order category, the entire order will be paid at 200. Free refund offer for orders within ¥. If the order amount exceeds 200 yuan, a refund of 200 yuan will be issued.
The "One Minute Free Order" activity, where you can not only enjoy delicious food, but also get a large free order discount, has become a hot topic among the user group in a short period of time. Driven by the huge traffic, topics related to "1-minute free order" quickly appeared on the hot search list and remained popular during the 10-day event. Judging from the specific data, on the first day of the event alone, the number of views of the Weibo topic #elemefreesingle-event# reached an astonishing 1.26 billion, and the number of people discussing it was even higher than that of #mixuebingcheng on June 19 The blackening # is even higher, reaching 108,000.
It is worth noting that the term "Ele.me free order" has also climbed rapidly on the Baidu search index list, and by the 22nd it even surpassed the two major food delivery-related terms "Ele.me" and "Meituan Takeaway" The total search index shows its high popularity. In discussions related to these topics, netizens not only reminded each other that Ele.me's free order the next day was "not to be missed", but also posted their own answers to the "questions" online so that their friends could also enjoy the free order discount. fun of. What makes them even more excited is that some very "reliable" answers themselves have become the focus of social platforms along with the main topic.
2. Free order activities are common. Why is Ele.me so popular?
Looking back at the practices of various takeout and e-commerce platforms in recent years, it is not difficult to find that the word "free order" has almost become a "routine" in every store. "Weapon", it is not surprising that there are full discounts, discounts and other activities launched every now and then. So why does Ele.me’s free ordering campaign stand out and become popular among young users, and has even remained on the hot search list for a long time? The key factor here is that this event has a sophisticated and novel design in terms of rules and gameplay. In this way, users can feel that the free order is no longer a passive "luck draw", but a fun intellectual game and a highly satisfying "question solving", which makes them hooked.
Take a question during the event as an example: the “mystery” officially announced by Ele.me is “C15H22O5”. This question, which looked a bit like a chemical formula, made many netizens instantly return to their seats in class and think hard. The quick-response users quickly gave the answer---it turns out that C means "Correct (correct)", while H means "Hour (hour)", and "O means Obtain (bought)". Together they are "The correct time is 15:22 on Friday."Similar "problem-solving sharing" has become common these days on popular social Weibo, fashion space Xiaohongshu, and WeChat Moments of acquaintances and colleagues. Everyone enjoys "showing off" their analysis, such as the two-dimensional "Conan" "The thrill of reasoning is also full of the satisfaction of fighting wits and courage against difficult problems in the student days. No wonder every time Ele.me officially announces a question, it immediately triggers a carnival of solving problems and sharing ideas on the Internet, making Ele.me’s free orders so popular! Another feature of
's event is that the takeout categories that participate in the free order event will be disclosed in advance every time, which brings considerable psychological expectations to users in advance. For example, when the official announcement is that free discounts will be launched for milk tea, coffee and other categories the next day, users who already have fixed consumption habits in these categories will immediately "call friends" on social media and Moments. , everyone brainstormed questions together, shared their answers, and used collective wisdom to try their best to enjoy a free afternoon tea the next day. The public category information stimulates consumption desire, and the well-designed problem-solving process makes the event more fun and enjoyable. Together, not only does the "Free Order for 1 Minute" event become a hot search, but also the Ele.me APP itself. It has become a popular download.
According to Diandian data, in just two weeks from June 14th to 27th, Ele.me’s App downloads on Apple mobile phones increased significantly. Specifically, on June 22, the day after the free bill event started, and also the first day after the event was officially announced, the average number of downloads of the Ele.me APP began to increase significantly. On June 14 before this day - During the 20th, the average number of APP downloads was 163,061, and by the period from June 21 to 27, the average number of downloads became 237,645, a month-on-month increase of 45.74%.
3. What is Ele.me’s plan to waive orders for hundreds of thousands of consumers?
From the perspective of consumers, Ele.me’s activities bring them fun and experience, and there are also hundreds of thousands of free orders. But Ele.me’s calculations are obviously much more than that. From the perspective of the industry and market, this wave of hot searches for “C positions” on the site has brought Ele.me more users and brand building. , increase sales, and even seize market share. First of all, the huge free order discount has attracted considerable user increases to the platform. This can be seen only from the change data of APP downloads; and the discussion and public opinion fermentation driven by a large number of users "taking questions" and sharing answers every day directly cooperate with the official announcement, making the Ele.me brand The image and popularity have been significantly improved, which is a successful brand planning.
From the perspective of merchants settled on the platform, the sales increase brought by the free order activity is even more obvious. Official data shows that the free bill discounts provided by the platform during the entire event affected more than 300,000 merchants, benefiting a wide range of products and having a huge impact. The order volume of merchants also generally increased during the event, especially for merchants with afternoon tea, late-night snacks, and rice bowls. Taking the situation on June 22 as an example, driven by the exemption of orders in related categories, the orders of many juice and tea brand merchants on that day doubled compared with the previous week, and the highest increase was nearly three times. This sales growth also has obvious spillover effects: many brand chain merchants, small and medium-sized catering merchants and stores have stated that even after the consumption peak caused by the 1-minute free order event has passed, with the support of increased user attention, Still maintained sales growth for several consecutive days. It is not difficult to see that through this wave of order-free activities, the Ele.me platform has successfully achieved the "multi-purpose" of attracting users, building a brand, increasing sales, promoting the recovery of merchant orders and boosting consumption.
From a broader perspective, the positive impact of the comprehensive effect of the free order activity is long-term. In the past year or so, Ele.me has been accelerating its image change through redesign, trying to reshape its business direction that focused on catering in the past and expand its delivery scope to "products + services". Among them, product distribution not only includes catering, but also includes fresh food, maternal and child, clothing, books and other shopping; while service distribution includes leisure and entertainment, life services, medical beauty , door-to-door services, etc.To this end, Ele.me has expanded its service categories from takeout and catering in the past to multiple categories such as reservations, self-service areas, errands, foodie cards, and all-purpose supermarkets. In other words, the newly revamped Ele.me is making a full push into the surrounding economy and local life in the form of "everything can be given away".
no longer only delivers delicious food, but also delivers all local life services. This is the brand image that Ele.me hopes to convey to consumers. To achieve this goal, the Ele.me APP cannot continue to be like the past, where users only open and use it during meals, and then immediately close the application location they left. This allows users to stay in the APP even after ordering and search and browse a wider range of consumer categories including food, drink and entertainment.
From this perspective, the success of the “1-minute free order” activity cannot be underestimated. In the past week or so, consumers have been doing "national quizzes" on the Ele.me APP, witnessed the platform's continued hot searches, and shared their reasoning and order-free experiences on various social occasions, significantly extending their online shopping experience. The time spent on the Ele.me platform has expanded the scope of scenarios for using the APP. Objectively, this has jointly promoted Ele.me’s “exiting the circle” and provided a strong boost for the extension of the Ele.me platform to a wide range of life service scenarios.
