From the "Miss" of the meal net, look at the three big pain points of take-away O2O

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Guide: Takeaway O2O and long, sometimes not in the wrong direction but wrong; the first thing to do to sell O2O is to shape their core competitiveness, forming a certain user barrier rather than blindly burning money expansion.

The takeaway is business and demand, but it is the Internet and O2O that are raging in the world of takeout. 3721.html ">2014 Year catering O2O field has a series of big events happening, public comments The shares are hungry, the establishment of 10 years of the Rice network announced the closure, Baidu began to exert the force to sell and so on; the same thing has to do early, also have to do late; there are failures, there are difficult to support, There are still all the way, relatively small network of the meal has also been scenery, and now gradually fade out of the people's view, what is the reason? What are the difficulties and pain points of O2O?

The business model of the takeaway site is nothing but Commission and service charge, the model of the meal network is to collect 10%~20% commission, in early 2011 on the line, to March 2014 meal network announced the completion of the B-round financing and the introduction of a new version, but the user on the version of the resistance is high; At present, the team mainly to do meal meals, have user feedback menu has not been updated for a long time. However, the product network found that the official micro-meal network is still updated daily, and the top micro-blog is the beginning of the recruitment of engineers, but its micro-public number (service number) in the past year has not pushed any news, only in November 2013 completed the micro-credit certification.

From the historical perspective of the reason is bound to be complex, excluding all external and uncontrollable factors, the author believes that the biggest failure of a meal network may be reflected in the following three points, as an example of a good takeaway o2o at least need to solve these three major problems.

Careful to fight price war, service is the core of localization

Public information shows that the meal net started in 2011 in Beijing, from Zhao's alma mater Communication University began to develop users, February 2012 new coverage of Tianjin, Guangzhou Two cities, the number of users 10,000, accelerated expansion in the last quarter, almost one months, the new increase of 3 first-tier cities; To date, the scope of services for Beijing, Tianjin, Guangzhou, Shanghai, Chengdu, Shenzhen 6 cities.

But the price of seizing the market is crazy to burn money, according to the author of the last year's article analysis, the food at the end of 2012, the introduction of the "7 Yuan Lunch" (each single cash subsidy of 6 yuan, the restaurant to share 1 yuan), for businesses and consumers of the education costs are expected to be as high as 3 million; hungry? At that time also in Baidu recently sold in the capital staged subsidy war, free distribution fees and the next single stand minus 6 yuan per day, 2 single. In fact, the take-away platform by burning money to gather popularity in the short term effective, but the real business, platform to bring the value of limited and difficult to estimate.

Price war may become the "killer" of the electric business enterprise, but for O2O, not necessarily, in the market is not mature in the early stage, the more the consequences of burning money is usually death faster; then the core of O2O is service, ensure good service quality can quickly gather users and merchants. At the same time, O2O has a strong localization attributes, its foothold online, and offline areas, the difference in the crowd led to the replication of patterns, geographical expansion has become difficult, which is not as O2O as the electricity dealers can quickly cover the country's root causes.

Good product design, user experience is the first

As an Internet product, its process design is unreasonable, the details are not in place, etc will hurt the user experience, a good meal to do is a very popular thing, but the product made out looks very small, at least the author found that there are obvious irregularities:

1 No Android version: A good meal to do app is also very early, but after the March 2012 meal released iphone client after 2 years, the Android version has not been online, the iOS version has only updated one or two times. There is no doubt that the market penetration of Android devices is much higher than the iphone, if the crowd positioning higher end that is OK, can even Sha County snacks are covered by the meal network positioning may be high-end? Their approach is puzzling, and the most likely cause is the lack of energy to do it or gradually give up the project.

2 positioning error: From the Web version, the user first use can only step by step to choose the location, and map mode can not be viewed; Mobile phone version may be positioned, but because the use of Google Maps, the mainland user experience is very bad, often appear unable to open and load slow problems; Another part of the user feedback has a positioning bias such serious mistakes, catering itself by time and geographical limitations, and selling to the urgency of the time requirements are high, more than 3 kilometers of deviation is almost no way.

3 operation complexity: delicious meal for the design of the beauty and simplicity of the interface has led to a variety of operations complex and inconvenient, this is a typical trifles. For example, look at the restaurant menu must be a page to turn, although the page design beautifully and restore the line to look through the menu action, but after all, online and offline environment, the most important thing is that the demand has changed! On the line, most users are lazy (lazy to go out to eat is necessarily a lazy), they just want to use the simplest and quickest way to complete the meal this matter, Although the meal is supposed to do so, in fact his practice is contrary.

Since to do O2O, the online user experience is bound to be carefully considered, the product is the core of the user experience; But the meal is not the case, after all, there is no perfect product, the user experience is also the process of optimization, but the meal should not be in this respect there are serious mistakes; The position of the product manager is probably the CEO also makes the product, this also Vico, but also is not worth advocating the study.

Improve operation efficiency, serve good business only play

According to the product network, the backend system for the meal is optional and not necessary for the merchant, such as web-side background, SMS platform, but to the author's several experiences, some businesses do not directly use the system of meals, the user through a meal net after a single meal will again to the Merchant orders and confirm whether it can be sent, This also results in a relatively prolonged wait time for the user. In the meal order from the creation of orders to wait for the results of the time is generally 8 minutes, and the author in the public comments or Amoy point orders, 1 minutes will receive feedback from the business (telephone confirmation).

The author once again tried to make a single success, but the merchant did not contact me for confirmation; After that, it was a long wait, from the production to the end of the lunch delivered to the hands of the time is 50 minutes, and the author through Baidu search for the business of the phone and let friends telephone ordering, the same process only spent 20 minutes.

According to the speculation, the business of telephone orders is a priority, as for the network such as from a meal net orders need to be sent to the website, and hungry do not use the way of service fees, cleverly avoided the problem; second, the order is not enough to cause business enthusiasm is not high, before the survey data show that The average restaurant that pays attention to the take-away business is 40~50, so the business of taking at least 20 orders per day for the restaurant can be regarded as an important channel by the merchant.

A good meal network of business needs are not well reflected in: Shenzhen, for example, not open menu interface, Business Update menu must first inform the meal, get a new menu by their input system, which led to the above mentioned menu for a long time did not update the situation.

However, it is very difficult to get through with the merchant system, it is said that the use of hungry back-office systems are less than half of the business, but a lot of take-away platform site simply want to solve the needs of consumers is not appropriate, because the consumer needs ultimately rely on businesses to solve rather than this site, if the control of the business is not enough or can not attract their long-term Ultimately, consumer demand is not well met. Just as O2O need online collaboration under the line, to the internet to do catering O2O platform must simultaneously grasp the needs of businesses and users, ignore the needs of one side can not do it, of course, the more situation is that there are too many products in the market for the C-side and ignore the B-side, the lack of true at the same time to meet the B-and C-terminal requirements of the products.

In fact, the net has a group of loyal users, on Weibo, the fan interaction rate is also very high, but the higher the expectation, the greater the disappointment; when the product regardless of the mature and regardless of the experience of crazy burning money, the user patience gradually lost, the business also quickly lost, the meal net harvest may be noisy after the exhaustion and powerlessness. Take-away O2O and long, sometimes not in the wrong direction but wrong; the first thing to do to sell O2O is to shape their core competitiveness, forming a certain user barriers rather than blindly burning money expansion.

Author: Wu Meimei, micro-signal Meshow-woo