Rebirth begins with e-commerce

When he learned that Luo Xiu wanted to raise funds, the director of Penguin Investment Department went to Yangcheng in person to interview Luo Xiu.

Du Niang and Alibaba have entered the market one after another, so Penguin naturally can't sit still.

The rice ball has the deepest layout in the takeaway industry and the founders hold the most equity, so they are their ideal partner.

"How much does Mr. Luo want this time? We try our best to be satisfied." Zhang Jiaquan asked bluntly.

"We need $1 billion, and the post-financing valuation is worth $10 billion."

"No problem, if it's $1 billion, I can make the decision now."

"The $1 billion I mentioned only includes takeaway business, excluding e-commerce and other businesses."

Rice ball payment has long been split and is naturally not included, but another important part of Rice ball is the commodity group buying business.

At present, the business volume of e-commerce is not very large. It mainly relies on same-city distribution and price advantages, plus the advantageous categories of digital products.

"If other businesses are excluded, I'm afraid the valuation will not reach US$10 billion after financing. What's more, e-commerce businesses also require the injection of funds and traffic. Is there no benefit to divesting them out?"

Zhang Jiaquan also has more than just the takeaway business.

Penguin has never given up on e-commerce and has been looking for opportunities to fight Lao Ma again.

Although Fantuan’s e-commerce business has not developed much in recent years, it has been performing very steadily.

He believes that if there is a lot of money investment and the traffic support of Penguin, there may not be no possibility of taking off quickly.

Now Luo Xiu said that he would divest the e-commerce business, so he naturally didn't want to.

"Divide the e-commerce business is a plan we have already determined. Mr. Zhang, please do not consider e-commerce first. You only evaluate our takeaway business. If you think it is worth investing, we will talk about it."

Luo Xiu also knew that e-commerce needed more money and traffic investment, but the time was not yet here.

No matter how much money you invest now, it will be burned in vain.

"Since Mr. Luo insists, let's talk about this one first today. I need to go back and reevaluate the value of rice ball takeaway."

"Okay, look forward to your good news."

...

After Li Shan sent the guest away, he came back and asked Luo Xiu, "Brother Xiu, if the e-commerce business is divested, would you have to change your name?"

"Of course I have to have a new name, I've already figured it out."

"What is it? Tell me quickly."

"The most important thing about a brand name is to facilitate memory, and at the same time, users should know that the brand belongs to you as soon as they hear it. Since we chose the name ‘Rice Ball’ at the beginning, then the extended brand name should also use staple food!"

Alibaba is a zoo, such as Tmall, Hema, Fliggy, ants, rookies, and Xianyu...

Huawei is named through the Shanhai Jing, such as Qilin, Hongmeng, Kunpeng, Ascend...

Since Luo Xiu had just started using the name Rice Ball, he could only use this series in the future, registering a series of trademarks such as noodles, steamed buns, bread...

These names may not sound good, but they are definitely easy to remember and are more intimate.

So Luo Xiu decided to split the entire business of the rice ball.

Rice ball takeaway: The main business is takeaway and life group buying.

Online shopping for noodles: The main business is online shopping and group buying of goods.

Steamed bun delivery: The main business is takeaway delivery, same-city express delivery, and warehousing services.

Bread Financial Services: The main business is mobile payment and personal finance.

...

Li Shan looked at the brand name given by Luo Xiu and said speechlessly: "Brother Xiu, these brand names sound so strange! Can't you seriously choose a better name?"

"Where is not serious?" Luo Xiu asked back.

"It sounds like in the village, the name of the child Ergou and Daya makes people feel rustic and casual."

"That's because you haven't gotten used to listening. When you get used to listening, you won't be rusty."

Luo Xiu smiled and continued, "Look at Alibaba, it turns out that the name Taobao is so good. Later, in order to distinguish it from Taobao, the Taobao Mall was renamed Tmall. At that time, everyone thought it was too rustic. Don't you think it's okay now?"

"Then let's publish it online to see what the users will react?"

Li Shan still felt that it was not good, but it was not easy to refute the boss's words, so he suggested that he would announce it to the public first and test the user's reaction.

Luo Xiu naturally had no objection, so he agreed to his approach.

Soon, the group announced that it would split the rice ball business, with names such as rice ball takeaway, noodles online shopping, steamed bun delivery, and bread and gold service.

When netizens saw this strange name, their first reaction was to laugh.

"What is Luo Xiu trying to do? Is the staple food legion?"

"The fitness guy said, take it away, my eyes can't see these names."

"It's not bad to use food as a brand name. You can also give some names that make people feel appetizing, right?"

"What does noodles have to do with online shopping? What does steamed buns have to do with delivery? Is this name randomly called?"

"I don't understand, nor do I want to express my opinion."

"As a pig girl, I can only say I'm saying goodbye to you to these staple foods."

"There are not many names of staple food left for Luo Xiu."

...

Li Shan took these comments and found Luo Xiu: "Brother Xiu, look, netizens are complaining about these names, and not many people praise it."

"Isn't this a good thing? Netizens are willing to complain, which means that these names are communicative, save a lot of advertising costs, and are also convenient to market in the future."

"But……"

Luo Xiu patted his shoulder, "There is not that much. The more strange the name, the harder the memory is. Instead of trying hard to get an ordinary name and then spending a lot of advertising fees to let users know you again, it is better to just choose a strange name."

Changing a brand name is not a trivial matter. The most difficult thing is how to let your original users know that you have changed your name and immediately know that the new name belongs to you.

Although the names of noodles and steamed buns are not nice, they at least let users know immediately that this is the original business of rice balls.

Another point is that people's desire for staple food is engraved in their genes.

We eat staple food every day in our daily life, so we have always ignored our demand for staple food.

Only when we suddenly lack staple foods, or because of weight loss and diabetes, we must control our intake of staple foods, will we suddenly realize that staple foods are so important in our lives.

Luo Xiu also hopes that the series of business of the rice ball will become a part of our lives, and everyone cannot do without these services.

They will become a habit in our lives, and when they exist, we will not think about them.

Only when we can no longer use them will we suddenly realize that we can no longer live without these things.

We have to eat every day, so takeaway, scan the code to pay, and online shopping are also part of our daily life.