Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 624 The Wind Let Me Meet You

However, there was a hidden danger that always lingered in his mind. Just in the past two months, when he was fully committed to promoting internal reforms in the company, the right to speak at Didi quietly changed hands after Liu Qing joined the company.

The last time I spoke to Cheng Wei, I can still clearly remember his respectful yet distant tone.

What concerns him even more is that female managers now occupy half of Didi’s senior management positions.

Xiao Ma Ge rubbed his temple. It’s not that he has any prejudice against women. It’s just that in the smoke-filled business war, those life-and-death moments that require thundering decisions, those critical nodes that require taking risks and keeping emotional stability, male managers often have overwhelming advantages.

This is why professions such as chefs and doctors are often dominated by men when they reach a certain level.

Currently, there are no female members among the company's fifteen general office members. This phenomenon is not unique to Tengxun, but is a common phenomenon among technology giants in China and even the world.

But Xiao Ma Ge is now busy with his own affairs and the most important thing is to avoid distraction when doing things. The most important thing is to focus on sorting out the internal affairs in the next few months.

a few days later.

Tencent held its annual company meeting with prizes twice as generous as last year, with each employee receiving a latest model of Apple phone.

At the end of the show, Xiao Ma Ge stood under the spotlight and gave a rare 20-minute impromptu speech, showing his sincerity.

Let tens of thousands of employees feel the company's determination to improve
February 2015, 2, Valentine's Day.

I don’t know since when, no one is interested in the traditional Chinese Valentine’s Day, but all the rooms are fully booked on the Western Valentine’s Day.

On this day, the streets and alleys of Beijing were filled with a sweet atmosphere, and countless young couples were flirting with each other on the streets.

And on this romantic day, Didi Hitch has entered people's sight in a unique way.

In every city where ride-sharing services are launched, brightly colored billboards are particularly eye-catching.

This time, Didi Hitch’s advertisement is not one but a group, and the slogans include:

“I’m not afraid of being labeled, I’m just afraid that you won’t make an appointment!”

“Mobile blind dating, done with one click!”

“Hitchhiking makes daily travel more romantic!”

These carefully designed marketing efforts all hint that ride-sharing is not just a means of transportation, but also a social platform that starts a story.

Many single men and women who were fed with dog food on Valentine's Day joined in this "romantic encounter" after seeing the Didi Hitch advertisement.

Therefore, Didi's marketing storm achieved unprecedented success.

Data shows that on February 2 alone, the number of ride-sharing orders nationwide achieved an astonishing 14% growth, setting a record high.

The next day, Didi released a high-profile data battle report, defining the event as an important milestone in "socialized travel."

This marketing campaign resonated strongly among young people.

User comments such as "It's so fun!" and "This is the right way to spend Valentine's Day" flooded social networks.

What is even more striking is that after the merger, Didi seemed to have opened up its Ren and Du meridians overnight and found a new market positioning. Major media outlets gave positive reports:

Sina Technology: "Didi innovatively integrates holiday emotional needs into travel services. The Valentine's Day event reflects Didi's marketing team's precise reach of young users. Data shows that cross-city orders increased by 41%. This lightweight social attempt provides valuable experience for travel platforms to explore non-commuting scenarios."

Titanium Media: "Using the concept of 'light social' to expand the carpooling scene. The surge in user interactions during the event proves that the 'travel + social' model has market potential and provides new ideas for industry innovation."

China Business News: "The Valentine's Day event demonstrates Didi's marketing innovation capabilities and improves user stickiness through scenario-based operations. Data shows that users born after 90 account for 72%, proving the effectiveness of the brand's youth strategy and opening up a new dimension of emotional connection for shared travel."

The success of this wave of marketing deeply confirms the powerful driving force of the "gender economy".

Just as Momo can still occupy a place by relying on stranger social networking under the dominance of WeChat, Didi has cleverly grasped the emotional needs of users.

Due to the rapid growth of the ride-sharing business, in addition to revenue, what is more important is the synergy formed with Didi’s private car, express and other businesses.

Moreover, most hitchhiking services are fixed commuting routes, which helps Didi optimize map navigation and carpooling matching algorithms, achieving multiple goals at one stroke and possessing an important strategic position.

Therefore, before the Spring Festival, Didi's taxi market share exceeded 50%, firmly suppressing Didi Chuxing and Uber.

The photo of the Hitch executives team released by Didi’s official website later - all of them women - sparked heated discussions again:

"I used to think Didi Taxi was a product for straight men, but I was wrong. Now after seeing the photos, I realize that women understand women better!"

"After seeing this team composition, I uninstalled a male-dominated competitor overnight. I'm talking about you, taxi travel..."

"The sisters are so beautiful and cool, can't they show the full potential of female leadership? Who says the tech industry is a man's world?"

“Break the stereotype, Didi Hitch has a promising future!”

As industry insiders said: This marketing campaign is not only a successful holiday planning, but also marks that Didi has completed the brand upgrade from tool attributes to emotional connection, setting a new benchmark for "social operations" in the travel industry.

In February, the spring rain was drizzling in Hangzhou, but the air in a meeting room at Didi's headquarters was almost frozen.

Wang Zhijian, technical director of the ride-sharing business unit, held the plan in his hand until his knuckles turned slightly white.

This is the last meeting before the Spring Festival, and he must fight for it again.

"According to the data from the past few days combined with the previous data, the average daily number of complaints increased by 33% month-on-month, of which female users accounted for more than 60%. I personally suggest that we should work harder on supervision. This supervision plan was created for this purpose. The specific implementation method is as follows."

Before he finished speaking, a light laugh broke through the solemn air.

Huang Jieli, general manager of the ride-sharing business unit, leisurely twirled her pen. She first glanced at the only man in the conference room opposite her, then swept her eyes across the room, and finally stopped at the operations director, who immediately understood.

"Mr. Wang, you talked about data, and I'll tell you data too." The woman's red lips curled up in a mocking tone, "Do you know how much data the Valentine's Day event brought us?"

"I"

Without waiting for an answer, she reported a string of numbers: "230 million new users, tens of millions in revenue, 4.2 million topic readings. Now is the critical moment to conquer the city, and you are talking about security control?"

"I'm not, I didn't"

"So are you questioning the company's mobile social business?" Lin Na pressed on.

Huang Jieli raised her hand elegantly to interrupt: "Okay."

She turned to Wang Zhijian, her tone gentle but unquestionable, "The existing safety mechanisms are sufficient. Excessive regulation will only tie our hands and feet and give opponents an opportunity to take advantage." She shook her head slightly, "What we want is scale, not shackles."

Marketing Director Wang Ying added: "Female users want romantic encounters, not iron walls." She showed the research report, "'Interesting encounters' is the key word."

Wang Zhijian's Adam's apple rolled: "What if a safety accident occurs?"

Huang Jieli was obviously prepared for this matter. She smiled reservedly, "What should we do? Just chill!

You have to understand that our ride-sharing is a sharing economy, and drivers and passengers are equal civil subjects and have signed relevant agreements by default. The platform has no obligations. Even if there is a serious problem, it is nothing more than paying some money."

At this point, Huang Jieli looked at the other sisters and said, "Everyone should remember that we should not give up because of fear and miss the opportunity."

"Yes!"

"Mr. Wang has the energy. Why not invest the technical resources into Didi Chat? Maybe with the help of the ride-hailing service, Didi Chat can develop and counterattack the WeChat market. This is the real mobile social software that belongs to Didi!"

The meeting ended with everyone's approval.

When Wang Zhijian disappeared outside the door, Huang Jieli winked at the HR director and said, "Lisa from the technical department, find a chance to take over."

"Understood, Sister Jelly."

On the other side, Wang Zhijian knocked on the door of CTO Zhang Bo's office. He came out more than ten minutes later. Wang Zhijian looked gloomy and left with heavy steps.

Zhang Bo shook his head. He knew that there was nothing wrong with the other party's plan, but he had no choice but to comfort the other party and ask him to provide technical support.

He knew that Wang Zhijian didn't understand, but he didn't blame him. At his current level, he was not capable of engaging in power games at the top of the company.

Not to mention Wang Zhijian, even he and Cheng Wei had to let go. Now Hitch has become a country of its own for Didi.

Sometimes he would imagine that his ride-sharing business would fail halfway, and he would take the opportunity to clear out these women.

With a sigh, Zhang Bo stuffed the document "About Didi Taxi's Hitchhiking Business, Product and Technical Solutions to Improve the Safety Regulatory Framework" into the bottom drawer.

In this era of rapid development, the balance between security and growth has long been tilted.

Outside the window, the spring rain is still falling, as if silently washing something.

On February 2, Valentine’s Day, Didi Hitch ads swept the entire Internet;
On February 2, the data battle report swept all major media outlets;

On February 2, photos of the all-female executive team set social networks on fire;
On February 2, online public opinion suddenly took a turn, with comments such as “Damn taxis” and “The other side is a pill” becoming increasingly prevalent.

Huang Jieli and other female executives of Didi became new stars on Weibo overnight, with their number of followers exceeding one million.

In interviews, they talked about "women's power" and packaged their business success as a victory for gender equality.

Years ago, Leng Ning had already made appropriate arrangements for the gifts and arrangements that needed to be made. Chen Mo also visited Mr. Wu Jinglian and Mr. Zhang Rujing together with some important partners.

On the eve of New Year's Eve, only a few floors of the Bi'an Building were lit, because most of the employees of the Bi'an Group had already gone home for the holiday.

This has become an old tradition at the other side over the years, with employees leaving first and management following behind.

So in addition to the employees who work in shifts, the company also has their executives standing guard for the last shift.

However, seeing the heated reports on the Internet, Chen Mo decided to hold a last meeting before the holiday.
"Opening champagne at halftime, you're asking for death!"

(End of this chapter)