"136 yuan for a taxi, 110 discounts, you only need to pay 26 when you get it?" This is a news about "Carrot Run" that has recently exploded on the Internet. A netizen spent 26 yuan and took a 28-kilometer car, and the remaining 110 yuan was all discounted. As soon as this incident came out, it immediately exploded.
"Do you want money?" "This kind of discount that doesn't cost money, it's strange that there is no cat behind it!" The onlookers questioned: Is the radish run going to do something? Is this kind of generous offer healthy competition or malicious competition? Is it a business strategy or the trigger for a price war? The editor will take you to find out.
Let's take a look at the ins and outs of this promotion.
It is understood that this offer is not for everyone, mainly for two groups of people: either new users of Carrot Run, or old users who have been "dormant" for a long time. This practice is actually the cliché of "pulling in the new and retaining the old". Attract more new users with attractive big offers, and also reawaken old users who are about to fall asleep.
Such a marketing strategy is not uncommon in the business field, and the purpose is to increase the activity of users and increase market share. But! The discount of the carrot run this time is also a little bigger, right? It's good to take a taxi with a 20% discount, you are good, and the direct discount is more than 80%, which makes people wonder if you have a mental problem?
Some people have said that this kind of big discount is purely malicious competition, and it is deliberately engaged in a price war to kill the opponent by means.
Let's take a look, what does malicious competition usually mean? It is the enterprise that uses improper means to squeeze out competitors, such as slandering opponents, stealing trade secrets, dumping at low prices in violation of regulations, and so on. From this point of view, although the carrot run has a large discount this time, it has not violated any market rules, nor has it infringed on the legitimate rights and interests of other opponents.
However, we can't just let go of the turnip run.
The impact that this seemingly generous concession may have on the market should not be underestimated. Let's talk about the advantages first, this trick can indeed "deceive" a lot of new users who are not resistant to low prices, so as to increase their market share.
But at the same time, this may also bring a lot of price pressure to other competitors, in case of a price war, it is definitely a major negative for the healthy development of the entire industry. At that time, it will not only be a few companies that will suffer.
In addition, we have to weigh whether this kind of large-scale discount will last long.
If the radish runs blindly to "throw money" and rely on various large discounts to attract people's attention, this is not a thing. Sooner or later, the promotion will have a head, and when the discount is withdrawn, it is unknown whether the customer is willing to continue to choose its service. In the final analysis, only high-quality service and reasonable price are the real ability to attract and retain customers, and it is not enough to just "throw money".
Having said all this, I would like to ask: in today's fiercely competitive online car-hailing market, what does low-price subsidies mean to enterprises, industries, and consumers? Should this kind of bonus be wanted? Does the pros outweigh the disadvantages, or does the disadvantages outweigh the pros? What do you think about this?