Three standardization problems to be cracked in O2O transformation of catering Enterprises

September 2, Beijing Fashion Home Network Technology Co., Ltd. announced the completion of the third round of financing, Jingdong Mall and the morning Hing venture cast this round.

Fashionable people's main product is "Home gourmet", focus on the city's mainstream consumers to provide special restaurant takeout services, consumers can be "home Gourmet" website, mobile phone client or call center, from the surrounding well-known restaurant ordering meals, and by "home Gourmet" professional delivery team to send home.

In addition to the Home gourmet meeting, there are a variety of O2O mode into the catering industry in the Internet companies, most of them through the line to attract traffic, so that the traditional food and beverage sales moved to the line.

Restaurant O2O platform springing up

"According to the cooperation situation of each restaurant, we can obtain 5%~15% Commission for each order." ”

Affected by the economic downturn and the "three public consumption" restrictions, China's catering industry suffered from winter. Many catering enterprises are looking for transformation, and the use of Internet channels to expand their business, it has become the majority of the current choice of catering enterprises.

"Food and drink winter brings us opportunity, ' dot me ' now market expansion is easier than before, this year's order volume is 3 times times last year, but also got a VC. I feel more and more attention to the selling market of the merchant. "Based in Hangzhou, Shanghai, Nanjing Three development of the third nowhere sell the website" point Me "marketing director Wang Lei told the China Business newspaper reporter.

China Cuisine Association released "the first half of 2012 food industry Situation Analysis" shows that China's catering industry growth rate fell 3%, the entire catering trade growth in 2000 since the lowest valley (2003 "SARS" excepted). However, the traditional restaurant of the winter also to the catering O2O platform has brought good opportunities for development, such as "point Me" "food is easy to" "Home food" and "easy to Amoy food" and so on springing up.

From the functional point of view, catering class O2O can be divided into three categories. The first category is based on Baidu Map, the public comments for the representative of the restaurant index, recommended category of websites; the second category is based on the rice network, easy to Amoy food, such as the representative of the online meal booking site; The third category is to point me, home food will, Rice easy to be representative of the takeaway site. Among them, to Baidu Map, the public comments as the representative of the first category of catering O2O model has become mature, the brand has been recognized by consumers, has its own stable status of the lake. and to order online and takeout business main second, the third category of catering O2O Enterprise is an Up-and-comer, and catering enterprises and the adhesive degree is higher than the former.

In order to easily Amoy food for example, belong to the online ordering O2O electric business platform. Consumers order and pay for their favorite restaurant through the easy-eating website, and the restaurant can prepare the dishes in advance because of the reservation. This will not only save the waiting time, consumers can also enjoy a certain discount. For catering Enterprises, the ordering site imported from the Internet passenger flow, expanding their sales; In addition, the data from the Internet reference, making the store operation more scientific.

As an easy way to eat such a reservation site, mainly rely on the restaurant and the division to obtain profits. "According to the cooperation situation of each restaurant, we can obtain 5%~15% Commission for each order." "Easy to Amoy food President Zhang told reporters. And such as the food is easy to sell the profit model and online booking site similar, but because of training their own distribution team, the cost is relatively high, and the proportion of the restaurant is also higher.

However, the catering O2O platform is still in the stage of investment, talk about profitability is too early. "This is not a fast money industry, can not meet short-term profits, but no profiteering, it takes a long time to heart service and operation." "Rice easy to get general manager Shao said.

However, most practitioners are optimistic about their future prospects. "According to the law of the Internet enterprises, the early days of the industry, we will burn money is necessary, as long as the business model is correct, put into a certain time naturally output." "said Wang Lei.

Three major standardization problems to break through

Service system, order system and payment system are the problems that the catering O2O need to break through.

However, for catering O2O platform, the biggest challenge is the standardization of catering enterprises. Especially for Chinese food, a wide range of dishes, the home from the system, the lack of industry norms and standards system, which brought O2O enterprises a great test.

"standardization, though seemingly vague, is a very specific matter," he said. Take the packing fee as an example: a dish needs a few meal boxes, how much use a meal box how to charge? Such details require a data analysis. The core of O2O is the data operation, no standardization can not be data. "Zhang said.

A study of O2O experts said that the current Chinese catering enterprises in the information level, O2O platform and catering enterprises docking, at least need the following three aspects of standardization:

The first is the standardization of the service system. At present, China's catering industry network, information level is not high, the company lacks basic computer equipment, the lack of relevant technical personnel and professional service personnel, difficult and online platform to achieve effective docking, user feedback data can not be obtained in time, these factors affect the entire O2O platform operating efficiency and effectiveness.

The second is the standardization of the Order system. A unified standardized order process and order format is very important. The flow of user data, meal ordering data, and the smooth transfer and processing of financial data in line are required to standardize the order process and order format. In addition, for catering enterprises, order is also a measure of the effectiveness of the project, evaluation of the key staff performance, order Processing speed is also directly related to the platform's user experience.

Finally, the payment system is standardized. Cash flow is the lifeblood of any enterprise, as a cash flow carrier of the payment system is very important. Pure offline payment or pure online payment has its own set of payment system, but online and offline payment has not a very good plan, especially in the popularity of information is not high catering industry. Therefore, catering enterprises need to understand the two-dimensional code, NFC, Simpass, such as the latest payment technology based on the construction of a suit for their own low-cost, efficient, high security payment system.

After several years of practice, Zhang, "the core of food and beverage O2O standardization lies in the determination of enterprise bosses to transform." "He believes that the traditional meal enterprises to carry out O2O business belongs to the" number One "project, which involves various departments to cooperate with each other, even for some departments of the original business impact, if the leader does not have considerable determination and courage, it will be difficult to produce good results.