After the money is burned, what difficulties does the take-away O2O have to face?

It seems to be a short period of six months, the delivery platform surging, a lot of the same year group buy site "Thousand Regiment War" of the battle. And more than the "Thousand Regiment War" is more than that, this take-out war took a similar taxi software road ——— burn money to suck powder.

"Originally the meal cost is 20 yuan, because has the preferential activity to reduce 10 yuan, then uses the micro-letter on-line to pay, then reduced 8 yuan, finally equals spent 2 yuan." "This is a student's meal booking experience." In Ma Yun, Robin Li, horse horse three internet giants and Lei are tens of millions of, or even hundreds of millions of of dollars to the big hit to the outside platform, subsidies how there is little reason?

However, by subsidizing the education of consumers to use app to order meals is only the first step, if the subsidy is not, how should you retain users?

Like taxi software, in the initial subsidy war, drivers and passengers are usually able to download many taxi software for price. After a round of PK, often retained in their own mobile phone is the best product experience of the one or two software. I'm afraid that's the case with the takeaway.

Moreover, in the user experience to build, catering industry complexity to far better than the taxi market.

At present, there are two modes of selling platform: One is light mode, such as Amoy Point, the public comments network, and so on, only for the catering business to provide a consumer order out of the platform, distribution by the restaurant is responsible for; the other is heavy mode, such as home food will be easy to eat and so on, with a distribution team, can undertake distribution, each order to the consumer to collect distribution fees

How to deliver the meal to the user in 45 minutes and ensure the quality of service, this is all the delivery platform to focus on solving the problem. But two models face some natural problems to solve.

For example, light mode, although it only undertakes to throw the user order to the merchant's role, but if the merchant delivers the meal slow, the busy time refuses to deliver the meal and so on, the expense experience is not good this account final estimate still calculates to sell the platform the head, therefore the light pattern one biggest confusion lies in how should control the dining room the service.

and heavy mode, because equipped with their own distribution team, the consumer experience must be better than light mode, but each expansion of a market, to first invest in logistics construction costs, which is quite expensive. Furthermore, for the catering platform, at present, the focus of the meal more than a period of time is only noon and evening each two hours, such as office shopping district of the delivery distribution, in the face of many scattered in the company's front desk or the first floor of the order (many office sales distribution can only be on the first floor waiting for consumers to come down In just two hours to complete the burst distribution, very painful, the cost is relatively high. So this is the problem of how to optimize the capacity of the distribution team, in addition, the distribution team the rest of the working hours how to arrange is also a problem.

In addition to the two patterns of consumer experience more or less flawed, to the merchant side of the training and support is also very important. For example, a very real problem is that, in terms of human and material resources, the capacity of each restaurant is fixed. If the food has been overloaded, I believe many businesses will give priority to catering, do not take out orders. So the question comes, the consumer orders, and businesses do not want to take orders? This requires a takeaway platform for businesses looking for a restaurant and takeaway how to set optimal results for the optimization scheme.

At present, the market of O2O is up to 10 billion, but in the face of 2.2 trillion of large dishes, this proportion is still very small. Now a number of catering platform competition is not broken, but the future of the platform? This is from the taxi software market and the "Thousand Regiment War" after the group buying market will see some traces of the current pattern.