Balance between laziness and laziness: catering O2O has a broad market and is not easy to develop

The catering industry started earlier in O2O among many industries. Currently, the most advanced areas of group buying websites are catering sections. After a long period of cooperative promotion, many catering merchants have already tasted the sweetness, it can be said that the basic cultivation of the catering industry is good, so O2O is the trend of the times, and online and offline convergence is accelerating.

I. Development bottleneck of catering O2O at present

However, the development of things is bound to be accompanied by contradictions, and the emergence of catering O2O is also worrying.

1. The quality of catering enterprises is uneven

The main problem in the catering industry is how to monitor the catering quality. Not long ago, "Ele. Me", one of China's largest O2O catering platforms, revealed that it was suspected of violating regulations. A restaurant in Hangzhou that it cooperated with was a black-hearted workshop with poor hygiene. Once the incident occurs, it makes people feel cool. From the appearance of this incident, we can also see the fact that third-party platforms strive to compete for users to fight for merchants without any means.

2. Fast delivery is not possible

Based on the successful experience of several catering platforms in the United States, short delivery is the key to determining the success or failure of the platform. The catering platform EATClub provides lunch distribution services for the company, ensuring diversity while delivering it to users on time. (A round of financing of USD 5 million has been completed ). In addition, the rapidly growing O2O companies such as Sprig, Spoonrocket, and Blue Apron also strictly control the delivery time between 15-30 minutes. However, there are many problems in the implementation of fast delivery. The first is the delivery staff's capital investment, whether it is platform payment or merchant payment. If the number of orders is insufficient, who will bear the loss of staff expenses. In addition, certain uncertainties such as food ordering peak hours, traffic congestion, and food ordering scope are inevitable during the delivery process.

3. Conflicts between catering enterprises and platforms

Since the catering platform is limited by itself and rarely provides delivery services, some inadequate platforms will throw the distribution work to the merchants. Offline merchants deliver meals to online customers. The ordering leaflets included in the products hope to transfer users to telephone ordering to reduce expenses on the catering platform, while catering merchants want to open the O2O platform by leveraging their power, such cooperation has always existed.

II. Development of O2O cooperation for local catering in Shenyang

Even with these problems, the O2O expansion in the catering industry cannot be prevented. China E-Commerce Research Center (100EC. CN) monitoring data shows that the O2O online users in China's catering industry will exceed 2013 in 0.1 billion, reaching 0.139 billion. It is estimated that the O2O market in China's catering industry will reach about 2015 by 120 billion.

As far as Shenyang is concerned, there are already many platforms targeting community services, such as "community 001", "four neighbors", and "stay here. Based on Beijing North of "community 001", six large and medium-sized cities including Shenyang have been deployed. Due to the presence of the city in Shenyang, the "community 001" appeared to be careful and cautious. It only conducted pilot activities in Tiexi district. It was not intended to locate online shopping and offer cooperative catering services. "Living here" is a service platform launched by Vanke Property. The catering service is only limited to the surrounding merchants in a single community. Users can evaluate the quality of the merchants and there is no further ordering or food delivery service. Platforms such as "Ding Dong community" and "no worries about community" have not yet completed their services in Shenyang. IT is worth noting that Neusoft Group, the first software listed company in China that has been hiding in IT solutions and services for a long time, has also begun to get involved in O2O for community and life services, at the beginning of this year, the all-in-one life service platform "neighbors" was launched. Behind the seemingly idiom-like name, it seems that the positioning of the platform is hidden-life, community, and neighbors. After paying attention to the neighborhood's four-neighbor platform for a period of time, the author perceives the food and beverage cooperation plan it has launched. At the same time, he is especially cautious about the choice of partners. As far as the promotion in Shenyang is concerned, the first batch of companies that intend to cooperate with the partner chose the mature catering enterprises such as "home food.

Why should we select mature catering enterprises? After learning about the O2O status quo in the catering industry, it is not difficult to find that mature catering enterprises are more conducive to the first round of promotion of the service platform. First, users can take a reassurance in food hygiene. Taking a slightly-sized catering company "home food" as an example, its physical stores are evenly distributed in several important areas of Shenyang, ensuring coverage, and providing a user-to-store experience. In addition, the food and beverage institutions that have provided mature food ordering services will have full-time food delivery staff, which can ensure that the user can deliver the food on time after ordering, and for the "four neighbors in the neighborhood" such a first-out platform, the operating platform image is more important, while profitability is still the second. The two sides have their respective strengths to achieve long-term cooperation.

3. How to create and share future cakes

The catering industry will be a rich cake in the O2O market. In addition to avoiding known problems, the O2O platform and catering merchants should also focus on the potential needs of users, help customers develop their own needs.

The emergence of many independent restaurants and private kitchens in the Shenyang market is also a good target of cooperation. Most of these catering service providers adopt the O2O marketing model, and the limitation is that they only rely on platforms. Similar to the "four neighbors", The Life service platform just opens up new areas for their survival. In addition, these restaurants have their own characteristics, such as "fresh fish" serving as the main sashboard, and "Miss C" is a well-known dessert brand in Hunnan region. These special restaurants are also conducive to enhancing the platform brand image.

In terms of time, few people seem to have noticed the "midnight economy" of the catering industry ". It may be because the living environment in the North is not as long as that in the south, and the cold climate makes people discouraged from nightlife. However, no matter what the case, you and I have had the idea of going to dinner. As more and more night cats are running, midnight food and beverage will have their own market space. For example, the takeout time for "hot girl" is until am. The midnight economy is not as popular as the midday economy in the business area. However, the catering platform that publishes information can meet the needs of some people.

In the future, more catering modes will emerge, and the catering industry and O2O platforms will face changes according to consumers' consumption habits. Perhaps, in the future, such as the "four neighbors in the neighborhood", a comprehensive service platform will provide food services in combination with its own fresh food business line. It is not impossible for customers to order raw materials and recipes and deliver goods after matching sellers.

Balance between laziness and laziness: catering O2O has a broad market and is not easy to develop