听外卖O2O平台“饿了么”自己说!

时间 : 14-11-28 栏目 : 企业管理, 行业动态 作者 : noway 评论 : 0 点击 : 278 次

外卖O2O平台饿了么近日绯闻不断,针对其“多地关站”、“拖欠账款”、“资金链断裂”、“恐将倒闭”等绯闻,今日凌晨,亿欧网致电饿了么内部高管,该人士称,饿了么在全国有230个站点,没关闭任何一个站;整体比美团外卖多30余个站点;职级升降正常,人数整体是上涨;关于长沙商家抵制饿了么事件,边缘商家在所难免;饿了么战略升级,免费派发红包。

“红包战”的出现不得不让笔者想起之前的打车之战。此次饿了么活动发放的现金红包金额不等,最高可达100元。注册用户红包可直接在账号中获得;非注册用户以短信兑换码的形式在手机上获得,注册后凭兑换码兑换即可。同一注册用户每天限领两个红包。除此之外,起送价不足的单个用户可使用“微信拼单”功能与同伴完成拼单,同时邀请好友注册也可获额外红包。据亿欧网了解,“饿了么”在线支付返红包活动于上周末已在全国一线城市上线,并将陆续登陆“饿了么”各业务范围城市。

饿了么以红包补贴的方式获得新用户及维护老用户,对其敏感的应该还是在校学生群体。该次补贴“烧钱”活动难掩外界对饿了么“资金断裂”的继续猜测,也难使白领用户对其餐饮品质重拾信心。

饿了么回应“关站欠账”绯闻,真相究竟为何?!此文一出,有不少网友在微博微信留言称,饿了么为什么不在官网做出正面回应,难道真的到了穷途末路的时候?针对大家的质疑,亿欧网再次采访饿了么,其公关总监李海燕作出回应称:

1)近日网上疯传的饿了么绯闻来自于一条模棱两可的发言,无媒体及媒体人署名参与甚至饿了么员工也未被采访,消息无真实性可言;

2)参与此次“新闻”制造的有许多互联网营销号;

3)持续不断的努力工作才换来了饿了么今年10倍的增长;

4)饿了么并不完美,我们不敢松懈;

5)竞争对手是怕饿了么,所以躲在水军背后去测试饿了么公关的水平;

6)O2O领域会产生巨头。

以下是饿了么公关总监李海燕针对该事件作出的回应:

饿了么为什么不回应?

——来自饿了么公关总监的非正式回应 一条模棱两可的发言,在若干个不需要为自己言论真实性负责的所谓“匿名交友”APP流转,然后未经任何求证,通过发散、演绎,以及周星驰式的无厘头编辑最终成了一个所谓“热门话题”——饿了么就这样,成为一场通过营销号与水军们制造的“新闻”的主角。而这条“新闻”的背后:没有任何一家媒体,任何一个媒体人,或者自媒体以真实署名参与,没有任何一个饿了么员工被采访过,没有任何一个可信的饿了么商户的证人证言,更不用说新闻至少需要三个独立信息源才能证明一个事实的基本常识。

参与这次“新闻”制造的有许多互联网营销号,营销推广本无可厚非,而通过营销推广来推广别人莫须有的“新闻”,这件事背后出钱出力的甲方和乙方们,你们觉得真的好吗?我们不愿恶意揣测任何人,也不愿意配合这种令人悲哀的公关手法。因此,饿了么不会回应!

而作为一个从业多年的公关,我想回应的原因是:饿了么今年的10倍增长,不是轻轻松松狂砸广告砸出来的,不是一个人的疯狂想法强制拉升出来的——如果这些方法有用,为什么有钱有心的公司没有再造一个饿了么?从今年8月份开始,饿了么就像一个不打烊的24小时便利店一样在开足马力工作:男子天团代表产品部以日以继夜的工作方式去完善平台稳定性与功能完善,哪怕一分钟的宕机他们都会自责不已;女子天团代表设计部经常开工到凌晨,却仍然以高质量满足增长十倍的设计需求(可笑的是不止我们的产品功能,还有我们的线下海报,甚至网站banner会被对手直接拷贝、粘贴);市场团队的交流群即使是凌晨12点到早上6点,都有人在讨论工作细节。饿了么并不完美,我们不敢松懈:陪伴了我们5年多的用户留言说“饿了么可是我看着长大的!”,在我们平台上从小店成长为年销售额几百万的大店的商户说“我想跟饿了么一起做得更大!”我们唯有更加努力做好这个订餐平台,才不辜负用户与商家。

对比起饿了么其他部门同事的工作,我觉得悲哀的是,公关部的许多精力居然是用在对用户不产生任何价值的口水仗上。我想说,为什么要怕饿了么?如果怕我们,请和我们比产品,比服务,比团队,而不是躲在水军背后去测试饿了么公关的水平。我们欢迎关心饿了么的媒体联系我,直接来了解饿了么!或者更简单一点,安装一个饿了么的app,自己试一下。

今日资本创始人、总裁徐新在2014中国四届中国移动互联网大会上称,看好O2O产生巨头。她认为,平台类的企业是很残酷的,要么做大,要么出局,没有中型的企业——风已经起来。

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