According to relevant media reports, Ele.me has recently reached strategic cooperation with about 500 college canteens such as East China Normal University, Daqing Normal University, Shangqiu Vocational and Technical College, and group meal platforms such as McGindi. So far, there have been a total of 100 cities nationwide. 1,000 college canteens have opened takeaway services through Ele.me. College teachers and students can order food on the Ele.me platform, which will be delivered within 20 minutes on average on campus. In response to college canteens and the epidemic, Ele.me has launched support policies for canteens such as online restaurants, contactless meal delivery services and a minimum rate of zero. Isn't this the first time I'm hungry, and the number has more than tripled compared to six months ago.
Ele.me was established in 2008. It was one of the earliest batch of takeaway platforms. At that time, the promotion was to distribute flyers, post on forums, and website advertisements. Although it was not a very novel marketing method, it was established earlier. There is not too much pressure on the platform, and this method also makes Ele.me dominate the takeaway platform. But in 2013, Meituan Food Delivery was established, and the food delivery platform market also changed from the previous calm and started a fierce battle. When Meituan was first established, in order to attract new users, it played a trick of subsidizing new users, with full discounts, red envelopes and other subsidies. Ordering takeaway is more than a little cheaper than dine-in, and many consumers are attracted. But Ele.me also began to use user subsidies to catch up. When the two food delivery platforms competed with each other, some new users could order a takeaway at a market price of 20 yuan for only a dime.
Although user subsidies were a means to attract new users to use the platform at the beginning, the gameplay such as member red envelopes, full reduction, and foodie red envelopes is still continuing today. In addition to discounts on these platforms, Ele.me still has a lot of marketing games.
You can eat chopsticks
In 2018, Ele.me launched "Eatable chopsticks". This special "chopsticks" is made of flour, butter, rock sugar, milk and water. It has original flavor of wheat, matcha and purple sweet potato. Three flavors. The appearance of this "chopstick" looks like a long biscuit, users can use this "chopstick" to hold dishes, and even eat it after use. The characteristic of this chopstick is that although it is an edible "biscuit", it can be stored for ten months, and it can be degraded within 1 week after being discarded, and it will not harm the environment. This is Ele.me’s marketing strategy for environmental protection. This pair of chopsticks brings not only freshness and topics to Ele.me, but also the promotion of environmental protection to enhance public favorability.
Are you hungry × Xuanmai
In October 2018, Xuanmai once teamed up with Xuanmai to launch a marketing campaign called "Send You a Healthy and Cool Morning". Activities were held simultaneously in seven cities: Shanghai, Beijing, Guangzhou, Shenzhen, Nanjing, Hangzhou and Xiamen. By purchasing breakfast on the Ele.me platform, consumers can receive a pack of 4 Xuanmai chewing gum with the meal. In this event, Xuanmai puts 700,000 pieces of chewing gum to Ele.me consumers, hoping that consumers will form a good habit of chewing Xuanmai after meals to maintain oral hygiene and fresh breath.
Are you hungry × spokesperson Wang Yibo
In July 2020, Are you hungry announced that the spokesperson of the post-95 top star Wang Yibo, and then updated six micro movies. In the micro-movie, Wang Yibo takes the form of Ele.me "Blue Knight", riding a motorcycle to complete all kinds of strange and unique orders. Among them, there are strange requests from customers not to ring the doorbell for supper, fresh foods that need to be bought, and running errands in the supermarket downstairs. At the end of the micro-film, there is a slogan "Almighty Blue Knight, here!", This slogan and the micro-movie both express that no matter what kind of request the user makes, the omnipotent Ele.me Blue Knight will try its best to satisfy the user. Z1z
is written at the end:
Due to the outbreak this year, colleges and universities across the country have adopted measures to close campuses, and takeaways and unrelated personnel are not allowed to enter the campus. But Ele.me uses smart take-out cabinets to implement contactless delivery services, prevent cross-infection of people, and reduce the interference of take-out riders to school order and improve food safety.
