From "Baidu outside to sell GMV 9 times times Increase" perspective of the development trend of the takeaway industry

Beijing Time April 29, the world's largest Chinese search engine Baidu announced the first quarter of March 31, 2016 unaudited financial reports. The results show that the first quarter in the local Life service area, by Baidu Glutinous Rice, Baidu Takeout, Baidu Wallet and other common components of the Baidu e-commerce transaction Total (GMV) of 16 billion yuan, an increase of 268% yoy.

I learned from Baidu, as Baidu "carrier plan" the first batch of key projects, Baidu continue to sell in the white-collar outside the market has made a bright eye success. 2016 Q1, Baidu external sales of GMV increased by 860%, the number of merchants increased 720% yoy.

The reason why Baidu outside the market can open in the expansion of the territory, the main reason is the "white-collar market" strategic point of choice is very correct.

From fostering "usage habits" to promoting "consumption transformation"

Take-out is considered to be the most valuable potential after the trip of the project, but so far the profit contribution ability has not been revealed, the big takeaway platform still stay in the endless financing to burn money competition, especially the white-collar takeout market, has become the major takeaway platform for heavy competition in the top priority.

Using subsidies to burn money to cultivate user habits has long been one of the internet's iconic competitive means, whether it is the original e-commerce market, or the previous group purchase, as well as travel market, with subsidies to cultivate the user's effect is very obvious. When the user formed the use of habits, you can drive other products or services on the platform of the trade, the traditional industry is commonly known as the "Water fish" market strategy, in the Internet industry is sometimes called "internet thinking."

However, from the point of view of the industry, unlike traditional e-commerce, the demand balance of takeaway is relatively low, which makes it difficult to diversify the service content of the future takeaway platform. In fact, all the big takeaway platforms are now on-line for other food items that are not available for lunch, but the overall single-volume effect is still not comparable to the amount of lunch. That is to say, even if the big takeaway platform introduced a very large number of merchants, but the user demand for a limited time, so that there is an imbalance between the user and the merchant supply and demand imbalance, this is for the takeaway platform from the training of users "use habits" to enhance the user "consumption transformation" process brings difficulties.

Popular point, before some of the platform for the sale of fish, many are lack of consumption ability of the small fish, so now began to focus on "white-collar" this big fish, because from the consumption characteristics and ability of the external users to see the white-collar market more extension. However, "genes determine the future, birth determines fate", if a platform is born to take the picture of cheap students to provide takeaway services, in the future to switch to white-collar, it will be very difficult. Baidu Takeaway from the beginning of the establishment of the focus on the white-collar market, which decided that Baidu outside is born around the white-collar user's needs and provide services, occupy the first advantage.

Compared with the student market, the white-collar market is not only more single-volume, but also stronger spending power. According to Yi-guan "Chinese Internet food and beverage outside the white-collar User Portrait Analysis report 2016", today's white-collar takeout market occupies 62.99% of the entire takeaway market, the campus market accounted for only 30.52%, from the single-volume view of the former has completely surpassed the latter. In addition, the student market with meals as the basic needs does not have the value-added service category of the consumption conversion ability, they will rarely consume outside the meal service, and white-collar workers because of their own independent economic ability, with non-dinner consumption potential. If only to do the students outside the market, to provide online information intermediary trading service platform to make no money, only deep-cut white-collar market, through the dinner to drive other value-added services to the consumption of conversion can make the takeaway into the life of eating and drinking consumption of the entrance platform.

Baidu takeaway "Harvest season": The takeaway market consumption ability to focus on the white-collar market

It is difficult to see the future trend of the takeaway industry in the early stage, so each big takeaway platform takes a single volume as the core index, and when the single volume is reached to a certain extent, each big takeaway platform discovers that the delivery ability of the takeout and the food supply chain of the catering merchant can be focused on the direction of development; The major takeaway platform has begun to try to guide existing users to generate more consumption conversion, so began to expand fresh, super, flowers, drugs, such as delivery business category.

And when the takeaway platform to achieve category expansion, only to find that white-collar users are a multi-category consumption capacity of the main groups. The growth of the takeaway industry around a large circle, the results of Baidu outside the pursuit of white-collar users "later" became the biggest winner. According to the easy-to-view report, Baidu outside the sale relies on Baidu's other businesses such as Baidu Search, Baidu Map, Baidu sticky rice support, with more traffic sources, 46% of I-type white-collar users prefer to use Baidu outside, meaning in the North Canton and other large and medium-sized cities of high-end white-collar outside the market, Baidu has taken

Baidu takeout really want to do is according with the city logistics business, and only the white-collar market can really exercise logistics capacity. This is why Baidu outside the first step to resolutely enter the white-collar market reasons. The direction of the pair can do less work, Baidu outside for the development of white-collar market, from the beginning of the establishment of high-end logistics, high-end merchants and high-end technology in three aspects of deep-rooted, effectively improve the service experience.

First, its high-end logistics, full-time distribution, to ensure that each meal can be traced, which makes Baidu outside the food safety and distribution quality unique, walking in the front of other platforms. Specifically, Baidu from the outset to choose a full-time distribution model, self-built logistics team "Baidu Knight", currently in the country has more than 40,000 distribution staff, and each Baidu Knight has a corresponding number on the arm, this number equivalent to the knight's unique identity, similar to a live GPS, Each knight with Baidu outside the Intelligent logistics scheduling system to connect, so not only to monitor the knight's distribution route, location, but also to trace the knight sent every meal, the Knight also form a restraint mechanism to ensure the quality of food and service quality.

Second, Baidu outside the sale and hundreds of thousands of high-quality brand merchants to establish cooperation, the century-old all poly de is with Baidu to achieve an exclusive strategic cooperation, which undoubtedly makes the sale of Baidu firmly occupy the high-end of the large half of the takeout. In Baidu outside the launch of the "rest assured play big" activities, Oriental Dumpling King, Jia and a product, gold million, spicy temptation, Meizhou Dongpo, grandmother Home, Yonghe king, Sea of clouds, and many other big-brand merchant is a joint for Baidu takeout "endorsement", said will work together with Baidu for consumers to take the unprecedented "like big" Dining experience. This aggregation ability to high-end merchants, from the source to ensure that the high-end quality Baidu outside, to differentiate the merchant cluster form a significant advantage.

Third, Baidu's external selling relies on the technology of Baidu gene, in the "Artificial Intelligence + logistics" on the formation of a clear high-end technology advantages. At present, not only Baidu outside the meal has been in the long-range estimate of the use of the DNN model, and with the Deep Learning Institute of Baidu with a large number of features and model optimization, the final model prediction of the meal time error within 7 minutes, the error is more accurate than the restaurant waiter man-made estimates. In addition, Baidu also independently designed and developed the logistics industry's only fully automated intelligent scheduling system, the application of 21 patents, including the logistics system in charge of the "brain", adjust the capacity of reasonable scheduling methods, distribution path optimization technology, and even the real-world simulation of high-end testing technology. It is in the support of artificial intelligence, Baidu can implement the industry's most stringent logistics distribution standard "9540", that is, logistics delivery on time rate of up to 95%, logistics delivery time reduced to 40 minutes or less. In fact, the current Baidu outside the average of every single match time has been reduced to 37 minutes, which is also Baidu outside the courage to promise to users to pay the confidence, as well as the advantages of Baidu outside the technology innovation.

Today, these efforts to Baidu outside the leading white-collar market played a key role, because the relatively high income white-collar people are generally very picky, to meet their requirements is not easy, but once captured their hearts, the future will have a stronger market competitiveness. Because of the work pressure, white-collar lunch break time than students more valuable, they will not save 5 yuan more than half an hour of food delivery time, but also do not want to with the business because of the food delivery problem, they wanted just on time, delicious enough. Who can do this naturally can win more users.

Take the white-collar as the core takeaway market, each big takeaway platform is competing for what?

In addition to considering purchasing power factors, the white-collar market is also the key to the future of the whole takeaway market from the perspective of user identity change and consumption scene change.

First, generally speaking, most college graduates will walk into the white-collar post after graduation, but also from the campus outside the sale of users will become white-collar takeout users. Here, the user identity changes along with the changes in consumption habits, the process may be a part of the user to switch to another takeaway platform. In other words, if you can get a strong market position in the white-collar takeout market, there will be a steady flow of campus users in the future. So, in fact, the big takeaway platform is now fighting for more than just the white-collar market, but the future of the user appeal.

Second, we already know that the white-collar market has a stronger purchasing power, and that the final use of this portion of purchasing power will shift to the Community market. Because 70% of the white-collar takeout users are women, and China is mainly female housekeeping, so whether it is the business super-category, or fresh category ultimately more are in the community life scene is used. From the business expansion level, the takeaway platform is reluctant to simply run the lunch market, so it will increase the service items, and the expansion of the takeaway platform into a more powerful consumer life food products trading platform, covering the consumption scene also extends from the office area to the living areas.

In summary, the white-collar market competition, the competition for a single volume is only the appearance, in essence, the purchasing power in the struggle for dining, in the future user volume, in contention more users use the scene. Predictably, then, the big takeaway platform will continue to strengthen in the white-collar market competition, and the white-collar takeout market started Baidu outside selling undoubtedly in this battle has already accounted for the opportunity, for its building according logistics and trading platform to lay a solid foundation.

Wen/technology does not spit fast public number: Tucaokeji

From "Baidu outside to sell GMV 9 times times Increase" perspective of the development trend of the takeaway industry