"Stop it, Adong"! Coffee brand managers directly discuss Jingdong takeout subsidies

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Recently, Jingdong's takeout subsidy policy has undergone major adjustments. It has changed from the original platform-led subsidy model to the operation of "sharing 50/50 with merchants", which has aroused strong dissatisfaction among many merchants who have settled in. In response, the manager of a coffee brand chain also spoke on social platforms about the policy issue: "Stop it, Adong."

On April 11, Jingdong Takeout announced the launch of the "Ten Billion Subsidy" event. According to merchants, when the event was launched, the subsidy costs for activities such as "Full 8 minus 7" launched by the platform were all borne by Jingdong Takeout. A week later, Jingdong Takeout canceled the policy and instead distributed the subsidy cost to merchants. For example, in activities such as "minus 10 for 11","minus 14 for 15" and "minus 20 for 40", merchants had to bear 30 to 50%. Costs ranging from 50%. According to the latest rules, the merchant's responsibility ratio has been fully increased to 50%.

According to screenshots posted online, in addition to helping share the subsidy costs of activities, the platform also mandatory merchants to participate in the "2.7 freight reduction" activity, and emphasized in the notice that "on April 21, the Jingdong platform will launch a new round of ranking and scoring system. Merchants who do not participate in subsidies will be permanently prohibited from joining the platform ranking push system."

As many merchants reported on various problems arising during the "10 billion yuan subsidy" period for Jingdong takeout, on April 25, the topic #Jingdong takeout subsidy requires merchants to bear 50% of the 10 billion yuan subsidy #hit a hot search on Weibo.

Faced with overwhelming doubts, Jingdong Takeout issued a response on the afternoon of April 25, saying that the news was malicious rumors. "Since the launch of Jingdong's 10 billion takeout subsidy activity, it has been actively participated and welcomed by users and merchants. The 10 billion subsidy invites business partners to choose to participate independently according to their own business plans through an open and transparent policy. The platform will not set a mandatory allocation ratio, and all cooperation will reach consensus based on two-way communication. "

However, this response was quickly "slapped in the face" by the merchants. When the official released information to refute the rumor, many merchants collectively posted photos in the comment area and social media to "expose" the event, confirming that the event is not mandatory and the subsidy allocation ratio is indeed about 50%. If the event is not held, store traffic will decrease, and the merchants are in a dilemma.

In addition, some merchants found that during the event, the backstage was locked by Jingdong takeout, and the catering products could no longer be restored after the price reduction. Some people even posted pictures and revealed that they were forced to participate in subsidy activities by the platform without knowing it, and were unable to find a way to remove coupons and launch activities. As a result, customers even paid 15.56 yuan and merchants 'actual income was-3.14 yuan."Negative income orders", so they believed that the operating efficiency of the store could not be guaranteed at all.

In this regard, as one of the chain coffee brands that settled in Jingdong for takeout, Chen Ziyu, the manager of Grid Coffee, also posted a comment immediately. It said,"The platform paid to break the prices of all merchants 'goods, and then the platform said that I won't pay so much for subsidies now. You pay for the merchants, or if you don't pay for the order, the order will be gone."

According to public information, Grid Coffee is a coffee brand incubated by ape counseling. It was founded in 2022. Chen Ziyu is the manager of the coffee brand. According to his immediate account, Chen Ziyu has repeatedly spoken out about Jingdong's takeout subsidy policy recently. On April 21, Chen Ziyu posted,"Platform fights may make users cheaper, but they will definitely drain merchants. Stop it, Dong. "

In addition, some merchants admitted that they were very disappointed with Jingdong's takeout practice. "When Jingdong Takeout first launched the 'Ten Billion Subsidy' campaign, we all felt that it was a good opportunity to use the power of the platform to buy more things. But I didn't expect the platform's policies to change so quickly that we couldn't keep up with the pace. Now, we not only have to bear half of the subsidy costs, but also face various restrictions and penalties. We really dare not trust such a platform anymore. "

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