What is your original demand when you choose to sell?

When you choose to sell, what is your original demand for it?

1. Delicious

2. Quick

China's catering industry O2O market Size has developed rapidly in recent years. 2014 Market size is expected to reach 91.3 billion yuan, 2015 will exceed 120 billion yuan. This means that online takeout orders become an important force for the gradual rise of food O2O.

When the internet "burning money" thinking swept out of the market, just a "cheap" easily covered by the public to sell all the requirements. This year, the most burning money of the takeaway platform, "American Regiment Take-away" and "hungry" all announced, daily turnover of more than 1 million, business coverage of nearly 300 cities. The US group has even announced 1 billion subsidies for the next three years.

How long will it last to burn the money?

The reason for the "burning Money war" is that the takeaway market is constantly flowing into the "hot money". Hungry May this year won the public comment network 80 million dollar strategic investment, the valuation rose to 500 million U.S. dollars. My fortune in Hangzhou. In the first half of this year to complete the round B financing, financing of tens of millions of dollars, and Beijing's meal network in March completed the million-yuan B-round financing.

"Burning Money War" is the platform injected capital "chicken blood" after the thick accumulation of thin hair. The price war works because most Internet users are price-sensitive. But this "money-making yell" is not a long-term practice. At present, the United States to sell only once a month to market subsidies in the roughly 200 million yuan, 3 years is afraid to hollowed out. In the middle of this year, to hunger and the U.S. regiment led the delivery platform to stop subsidies, the number of users sharply reduced. Ali's Amoy point in the subsidy for a period of time after the pause, now the basic message all without.

Wooing "black-hearted restaurants" to be administratively punished; open evaluation exclusively complain that delivery is too slow, too bad, and so on, these problems have never been solved, only the subsidy is cheap, the problem is only brewing no outbreak.

It's just, the money will burn up, after the burn, how to play the take-away? Selling platform to win, the most important thing is to establish a healthy take-away ecology, so that the ecological environment to leave subsidies can become the inevitable choice of people. This must be returned to the essential demand for takeout: to cultivate the user's consumption habits, from products and services.

Good and fast to win

The core competence of takeaway O2O is the ability to control the users and the capacity of the flow. Suppose one day, all of the delivery platform to stop subsidies, everyone back to the same starting line, which family can win? The Lei Feng Net thinks that the delicious and quick one. Imagine a situation. 11:30, lunch time you decided to eat takeout, through the app, a single, 15 minutes later a fragrant take-away arrived, think of happiness to cry.

First of all, the health of the take-away ecosystem, the black-hearted businesses should be expelled, which is the platform to bear the responsibility. Otherwise, for the users who have low loyalty, there is no more to consume. The current situation is, based on orders and performance under pressure, take-away food cut corners, the production process only speed, from the lack of business places, such as small workshops. Second, the meal list updates too slowly, the user's choice of space is small. In order to control the delivery time demand, within a certain radius of life select more restaurants to ensure that users have more consumer choice, is to attract users of long-term.

Another of the most important issues of service. The distribution of takeout is the most important problem at present, less 1 hours, many ages, but also attract users to complain the most source. At present, the delivery platform is rarely involved in the distribution of takeout, dining Peak restaurant itself, plus the pressure of orders, has been in a hurry, the distribution of users and dispersed, distribution pressure is very large. How to control the delivery time? It is worth considering to control the service radius or cooperate with the company that has the distribution ability. "Thin" internet thinking, the Giants are hardly likely to set up their own logistics team, to take part of the huge subsidy to improve the user experience, may be better than the effect of burning money. Recently there have been rumors that Shun Fung is working with beans to talk about cooperation, contracted supper night distribution business. Logistics and O2O outsourcing cooperation, or can achieve 1+1 greater than 2 effect.

Finally, the user experience with the app is also important. "What to eat Today" is called the most difficult problem in history, the takeaway platform can solve this problem. On the current delivery platform, the restaurant's display is often complex and messy, ordering needs to go through a multi-level menu, and there is no classification. The use of large data, combined with user habits in the app open when the recommendation of the appropriate take-away, or through the selection of taste, category, direct display of catering, rather than the current heavy form, will make users more dependent.

If the takeout platform stops subsidizing tomorrow, I'll immediately unload the app on my phone. But if I sit in Lei Feng's office, write at home, or face the sea, I can eat a tasty takeaway lunch within 20 minutes, and my lazy cancer may not be good enough.