Food O2O trap deadlock how to develop the next step?

"Internet thinking over a group of stupid kings, waiting for a group of Internet experts to weave new clothes for the Internet ... ..." South Beauty Zhao Gang, senior sales director recently said in the WeChat circle of friends. In his opinion, the O2O in the restaurant industry now looks more like Emperor's new clothes.

In fact, the consensus that has emerged in the industry is that the O2O model in the catering industry is the most mature in all industries, but the threshold is also higher. Not everyone can "play revolution."

Diner: O2O too "far away"

"Hungry?" Is a mobile terminal take-away platform, the main "last mile" concept, the hands grasp the resources of offline stores to "individual restaurant" -based, many shops even the public comments have not touched. Not long ago, the public commented that the strategic stake was "hungry" as an important "takeaway" entrance on its O2O platform. For the public comments, from the first online reviews - drainage, online buy - pre-order, and then online shopping - to lock in cash flow, catering O2O closed loop matures.

However, as commented Zhang Tao, CEO of the public, offline shops, especially small and medium-sized shops, have a great variety of features and different characteristics. Building an O2O platform will take time to accumulate.

This week, reporters interviewed ten small and medium-sized restaurants that had access to the "hungry" platform. They found that O2O, once "deified" in the Internet circle, has the same taste in them.

"People in Northeast China" is a popular small restaurant on the street of Yang Nan Road in Pudong New District. The average size of daily visitors is 200-300. The storefront accommodates nearly 50 guests at a time. Hotel by the Northeast from a family of four to operate alone, plus the invited chefs, waiters, a total of eight individuals. And the boss talking about online takeaway, she shook her head and said that this is before her daughter is doing, and now her daughter was pregnant, no one to take-away, stop the online takeaway service, and now the main takeaways are from the shop to the outgoing customers Takeaway orders.

"'Hungry' guests come from remote, we have not enough manpower, can not pick up a single to send." To make up for the "time cost", before they can only set the minimum consumption by distance, "a little further away from the minimum consumption At least 100 yuan. "As a result, from the" hungry "passenger traffic decreased significantly, the boss admitted that only 1% of the entire business volume of less than.

The take-away orders from the Internet are far away, the costs rise, and the enthusiasm of shops is not high, which is a general dilemma faced by small and medium-sized hotels. "We do the restaurant, of course, is the main restaurant, takeout take supplements.We will make it clear, may have to wait." A characteristic noodle noodles restaurant after 80 frankly, before "hungry" to communicate with them, Indeed emphasizes the benefits of online and offline interaction, but he feels that O2O is less of a relief for them. "Now 80% of our guests come from repeat customers in nearby communities. Almost as much as we manage." , In fact, is 'mixed face cooked', but if the delivery time is too long, customer satisfaction will decline, so some dilemma.

Big restaurant: do not have the Internet thinking

"For the restaurant industry, O2O has always had a threshold to develop to the present level." According to Huang Yuanpu, founder of O2O professional website billion EU network, although the statistics of 2013 show that the penetration rate of O2O in the restaurant industry Less than 2%, but still the most mature in all industries.

From the beginning of the industry's fanatical O2O, to the present tend to be rational, the next is to face the "shuffle" process.

Insiders have analyzed, high-end and low-end consumer market are the most difficult areas O2O cut. A restaurant O2O practitioners once described his visit to a super luxury hotel in Beijing scene: "This hotel lobby extravagant, ordinary people must see around to go; a baggage room is a dragon chair, said to be For the Qing emperor sits there, it's hard to imagine what O2O is going to be for such a restaurant. It really goes to many consumers, but it is troublesome. "

But now things have changed anew. According to Huang Yuan-puh, due to the policy implications, a group of big-name food and beverage companies that used to be delusional about O2O are beginning to actively seek an online cooperation platform to open up new markets through the Internet. Such as South Beauty, they are also seeking to cooperate with the online platform to buy online, holiday promotions and other forms of online promotion, but the effect is not obvious.Key they do not have the Internet thinking, if only hope that through a discount promotion to drain Must not be real O2O. "

On the contrary, a group of post-80-owned single stores represented by Huangtai biscuits relied on the online "story marketing" to play O2O in the catering circle for another "flavor." "O2O is the most basic function of diversion. The first is to retain users and then guide the development of marketing strategies by fixing the accumulated data of passenger flow," Huang said.

As O2O deepens the development of the catering industry, there will be a process of "replacement of old and new." In Huang Yuanpu's view, there are few large-scale catering enterprises in China that can achieve higher standards at present. Technical and human input. "