Amoy Point official online, 3 months after the Amoy point set up a separate division

Last June, Amoy Point official online, 3 months after the Amoy point set up a separate division. The project has been in operation for nearly 1 years. So long, in fact, many people do not see what to do. So the market began to have a variety of rumors that Amoy Point has been marginalized in Ali, and its products and competing goods with serious problems such as homogeneity. So what is the truth?

After a bit of prying, Baba found, Amoy Point has embarked on a "copy Taobao" Road, do platform, earn traffic, Amoy Point is hope to lie down to earn money!

At present, Amoy Point is still the core of Ali O2O strategy, but in fact, Amoy Point did not come out of a O2O road, the future of the fate of the market is still awaiting inspection.

Tangled positioning: Amoy dot actually don't want to make a meal

From the name we already know, the original intention of the product is to make a point meal products, that is, Taobao hope to use the scene to eat food o2o, rather than takeout. But before, Ali inside also have a to do takeout meal of the team, in the establishment of Amoy Point division before, these two team integration, and finally formed the now we see the Department of Amoy Point, but subject to the earlier to Amoy point positioning, take-away this function has been weakened in the product.

It can be said that from the beginning, Amoy Point chose a relatively new model. From the previous popular group buying O2O logic, that only rely on discounts to attract users of the extensive practice was completely abandoned by Ali. But not long, Amoy Point division of Product Technology director Wang Lei said, after a period of time after the experiment, we found that the point of the location of the order to order the Amoy point where there are generally more than the next single is directed to the "order" to go. As a result, last September, Amoy point to formally determine their position, before the point of the meal and the order of the takeout business accounted for half.

Lying down to make money: No offline team does not do logistics

Amoy Point mode is very simple, the whole idea is in imitation Taobao. Analogy is, Amoy point is to do food and beverage industry mobile Taobao. Wang Lei revealed that the current Amoy point has not set up their own team, but not their own logistics team, such as Beijing, the city has only 15 employees, the main model relies on cooperation +TP promotion, Amoy Point team itself is just a collection of resources.

No push team, no offline experience, no steady flow. The future plan of Amoy Point is to do platform. Baba felt it was a little difficult. At present, Amoy Point of the main partners have such a few categories:

Offline TP Team: This is also Amoy point do not do offline reasons, these teams are currently helping Taobao to find small and medium-sized businesses, these teams to persuade and help the online food and beverage successfully registered Amoy Point and produce online orders to and Amoy point divided. At present, is Amoy point of the main mode of cooperation.

Large Catering chain: At present, and Amoy Point has a close contact with the restaurant chain Qiao Jiangnan, Cheap Fang, Jia and a product, and so on, these chain enterprises are registered stores in the form of access to Amoy point, but also Amoy point to do activities to attract customers the main force.

Catering System Provider: The data is the biggest point of the future, Amoy point with a number of catering system software to connect the way access to a large number of data, and thus realize the line to order to store the function of consumption, but this is still to communicate with the catering business itself can be realized.

Sit on the flow: Amoy point to attract business

Said so much, Amoy point what is the value of the business? Wang Lei's summary of this is: "To solve the problem of large restaurant efficiency, to solve the problem of small restaurant traffic." In fact, this sentence is not difficult to understand, Cheap square deputy Liu said, users online to realize the point after the meal directly to the shop can save a lot of time to buy a meal to waste, access to the online ordering system, its turnover rate from 3 units per meal raised to 5 units per meal, and eventually pushed up sales. But to the cheap square such initiative to seek solutions is not much, and this kind of "persuasion education" work Amoy point will be given to the line TP team to do.

And for small restaurants, Amoy point of the flow is very tempting, often to small restaurant in the access after the order will skyrocket, traffic advantage here do not do too much explanation.

Behind the hidden worries: 300,000 in the south of the Qiao Jiangnan, after?

Said so much, the Pakistani people still have to spit out the point in the business choice of a worry.

Taobao O2O as a booster, Amoy point naturally did not miss Ali Department of the 3.8 offensive. In this marketing war, the example of South beauty is quite interesting. Qiao Jiangnan Senior Sales director Zhao Xigang revealed that in the day of activities, Qiao Jiangnan 21 shop through Amoy Point Total should receive more than 600,000 yuan, of which 300,000 is to Amoy point. What kind of user base does it bring? Zhao Xigang revealed that about 60% of young new users were brought in. The hot scene of the day has caused a very unusual arrangement phenomenon in South Beauty. Sounds good, but there are a few questions behind it:

1, a large number of user groups actually reduce the experience of South Beauty. South Beauty as a high-end restaurant chain attaches great importance to the user experience, Zhao Xigang said, and online booking is still unable to solve the problem is that users can not hear the recommendation of the waiter, and "recommended" the sale of the form of high-end dishes is actually the main sales channels. And South Beauty is not the public catering, ranked and so on the appearance of the phenomenon actually reduced the ordinary guests dining experience, the South beauty brand damage is obvious.

2, the user retention rate of the new user group is not high. Is the flow of subsidies really reliable? The Pakistani people disagree, 60% of the young new passenger flow in fact, "early taste" means more concentrated, not necessarily valuable South beauty, and once the subsidy is canceled, these users are still a loyal users of Jiangnan will be painted a big question mark.

3, Amoy point really can guarantee to continue such subsidies down? This Amoy point in the activity to the merchant's subsidy amount is quite, only Qiao Jiangnan family has 300,000. And here is to note that this is only a day of subsidy! Amoy Point Division of Product Technology director Wang Lei said that money is not a point of the problem, the future will continue to subsidize. But the Pakistani people think that this point of the cattle may blow a little bit big, if you say in the taxi app every single subsidy 5 yuan I believe, but in the customer unit price at least in the catering industry around the subsidy war, Pakistani people feel unrealistic.

At last

Alipay and Amoy Point is undoubtedly the main force of the O2O Ali Department, Amoy Point division of Product Technology director Wang Lei revealed a few points for the future planning:

First, access to Ali Flow, Amoy point to attract the main means of business is traffic! Because of this, Amoy point is also to find their own thighs, the future Amoy point will be built in the mobile phone Taobao and Alipay as a future Amoy point of the main source of traffic.

Second, import Taobao users, Ali's flow is not as fast as Baidu, Wang Lei said, in some Taobao users landing Amoy Point, they found that have a higher level of Taobao users will often be in the Amoy point to produce a large number of consumption, at present, Amoy Point team is in Taobao Cat team docking, I hope that the higher levels of users to import Amoy point.

BA people finally want to say, in the face of public comments, easy to Amoy food, hungry Mody and other food application of the encirclement and suppression, Amoy point is still in the initial stage, do not master the core line of data may be in a short time to catch up with the opponents, but the Pakistani people think it is not a The future of Amoy is still waiting for the test of the market.

Wen/Song Xuan

"On the Commercial Road" to send the business path is a collection of power business comments, hot reading, efficient information learning platform, focusing on innovative entrepreneurship, business management. Welcome to subscribe to micro-letter public number "electric Dealer conforming": dsnc007