Are you hungry? Expansion Road: Daily orders 1 million single leaflets at the subway station

At the beginning of May this year, in the public comments on the 80 million U.S. dollars to buy a "hungry", hungry is only a 300 people and 12 cities of the delivery site. 5 months later, the number turned 8 times times. By the middle of October, hunger had expanded to 2500 people and 187 cities, with orders from 100,000 to 1 million per day. This is a school of takeout delivery company. From Jiaotong University campus to Shanghai, the final expansion to the whole country, co-founder and chief strategic officer Kangjia suddenly found: Before we kill are some of the local small site, suddenly found that, Ma Yun is also our competitors, and suddenly saw Wang (the founder of the United States Group Network) concerned about my microblog, Wang Huiwen (the head of the United States Group Takeaway) It was strange to come and visit me. "Hungry?" founder and CEO Zhang Xuhao and the public comments on the senior executives have several in-depth exchanges, drawing on the public to comment on the slow urban expansion of the lessons, the urban expansion to a higher priority. Starting in mid-July, a frantic urban sprawl came from the hungry headquarters, which is the most competitive moment in the takeaway market. From 300 to 2000 people are hungry before moving to a new home, the office station has been severely strained. The conference room, which had not been loose, had become a huge desk full of computers, with more than 10 of offices in the marketing department without a separate space. In the public café at the beginning of the start-up camp upstairs, the hungry employees almost occupy "the floor, the lobby of the Café twos and threes of staff sitting to interview, the café 's public meeting room repeated staff debriefing and meetings." An employee pointed to the hotel next door to the office, said that some of the hotel's rooms have been the company's perennial package, to stay up all night overtime staff. Before the expansion, Beijing, Shanghai, such as the first-line cities only 350 people, small cities only a few people, what things and orders issued, a telephone can solve the problem. When suddenly expanding from 300 people to more than 2000 people, the system becomes an important part of management. Two weeks, hungry? Internally developed a set of internal OA system that can support large expansion. At the same time, with the expansion of the business, background from the server to the system's stability also bear greater pressure. After all, sales are a team that can expand to thousands of people in a short period of time, and products and technologies are hard to expand in a short span of years. To this end, the founding team invited the Shanghai Gold Exchange technology cattle stability technology backstage, also from the public comments introduced the technical guidance to prevent the expansion of trading volume after the collapse of the system. These are the problems that the management has anticipated in the expansion, and in Zhang Xuhao's words: expansion is something that will never be prepared. "With the increase in personnel, hungry is also set up a unified procurement department of Materials, to be responsible for activities, posters, takeout boxes and other materials procurement. Sun Ban, a fresh graduate this year, joined the hungry sales team in February and has grown to be a city manager in the region of Gansu. In just 8 months, she was responsible for the Beijing Software Park, Zhongguancun sales promotion, and the creation of the Gansu Branch station. As the companyCity strategy, she has managed to become more than 20 people from 1. Normally, the Sun Ban day begins by handing out leaflets outside the subway station and in crowded places. This habit starts with starvation. Sales Director Qiang's entrepreneurial philosophy. Qiang also started his own business in college, where he opened a restaurant and built his own booking website. Early, he in Renren and Baidu Bar to do some of their own website promotion, the effect is very few. Later, he printed some leaflets with ordinary A4 paper, began to distribute in the school and dormitory building, soon dozens of orders came. The university's entrepreneurial experience has made him more convinced of the traditional flyer power, and has been extending this habit to the hungry. General white-collar area 9 points to work, Sun Ban and other sales staff will arrive at the post 7:30, to the subway station and white-collar workers to work in the most crowded places to send leaflets. After 9:30 is the office floor sweeping time, between 10:30 to 11 points, is the restaurant order the peak point, this time she is responsible for the slice of the restaurant occasionally encounter some small technical problems on the client, Sun Ban usually to help deal with the restaurant feedback questions. The afternoon is to expand and maintain the restaurant's time, evening will be used to upload the restaurant's food image and schedule the next day. At the end of August this year, Sun Ban the second time to Lanzhou market. During that time, it was also hungry at the Shanghai headquarters to determine the rapid expansion of the moment. At an executive meeting in mid-July, Zhang Xuhao offered to expand rapidly and spread to 200 cities by the end of the year. The first week to go 5 colleagues huddled in a room with only two beds, and the average person slept less than three hours a day, which lasted for some time and was busy forgetting to rent. Return to Lanzhou again, Sun Ban found restaurant attitude is very different, two days time has 50 new restaurants to join. As early as 2 months ago, Sun Ban with another colleague to explore the Lanzhou market, the original restaurant only set up in the restaurant near Lanzhou University. At that time almost the merchant cooperation, the local businessmen heard that the network ordered more than a liar, not to expect the merchant will use online payment "let money through the platform, even in the restaurant to send leaflets, will be the boss at any time to drive out." After two months of cooperation, merchants began to trust the marketing manager, and found that the business of opening a takeaway business would be better, slowly accepting this form. And the owner of the restaurant near the orchid, mostly from the Tianshui village in Lanzhou, when the summer restaurant closed back to the village to rest, began to communicate with each other a website to our business, did one months, business is getting better, and now also offer us subsidies. Summer vacation, Sun Ban was transferred to the Beijing market to open up the white-collar area of Zhongguancun. When the school reopened, another group of people from Tin Shui Village came to open a restaurant near the campus. For example, there are only 100 restaurants in the past, now there are 150 restaurants, more people to make food, open a restaurant, an additional increase in the number of new restaurants, and a few days we began to Cheng Cheng restaurant. Sun Ban This analysis of the reasons for the two-day restaurant boom. When Sun Ban went to the former restaurant, she found the restaurant's attitude was changing: The bosses were worshipping me., they sometimes ask if they want to go to lunch. "Decide at this time the big expansion also and hungry University strategy" related-September is exactly the freshman year, the student market is hungry to start in the new round of the beginning of the new season. Are you hungry? is a once based on the Shanghai Jiaotong University to establish a student takeaway site, so the promotion of the school has some experience. Sun Ban's expansion strategy in Lanzhou, Ningxia, is the typical hungry-style route. When you first arrive in a city, the city manager will mark out the schools on the map. The focus is on the number of restaurants near the school, for example, there are 50,000 people in a school, but there is only one restaurant surrounding the meal, which is not suitable for takeout; if there are 10,000 people in the school and there are 50 restaurants around the restaurant, the area can be done. "After delineating the area, she started a family to talk about cooperation, if the restaurant can not sell their own delivery, can not cooperate." Do a market research, Sun Ban will be extended to the community to mark the priority, if more staff, you can expand at the same time in multiple areas. Compared to schools, white-collar areas are more dispersed. On the software park has more than 100 restaurants, we usually have to ride the electric car to talk about cooperation; The restaurant of Lanzhou University is relatively concentrated, so it is easier for us to enter a new area to work here. "Sun Ban said. City managers like Sun Ban have the authority to implement subsidy strategies based on local conditions. Qiang to the sales of the main indicators include turnover, new users and new users to obtain costs. As long as the new user of the city manager gets less than the Qiang target, it will not interfere with the local subsidy strategy. Today, online payments are also included in the City manager's assessment. Kangjia revealed that the cost of a single user in the early days of takeout had been low to 1 yuan, and now has risen to 20~30. Most frightening of all, this round of expansion was the most competitive moment in the market, and the business model that had made money when it was hungry was being reconstructed. The hardest business is hungry? A telephone line that began in the dormitory of Zhang Xuhao University. A telephone and more than 10 students part-time takeaway, the campus of the delivery of the sale of the start. At that time, Zhang Xuhao and the restaurant around the school to discuss cooperation, 15% per order from the restaurant, the cost is mainly the brochure issued to students, but also in the printing of advertisements in the vicinity of businesses to earn advertising costs, tens of thousands of printing fees and part-time student wages from these income level. Due to the low efficiency of the telephone order, Zhang Xuhao began to expand this model to the Internet, Hungry Mody Web site came into being, the real scale is the development of napos system. Han-Tang "Are you Hungry?" The first restaurant to cooperate in Jiaotong University, the restaurant's boss to win in China, think that the mode of hungry is very interesting, so he sold his restaurant to join the young team. It is his join let Zhang Xuhao to the catering industry has a deeper understanding, so put a lot of the demand for the restaurant integration into the software, and finally formed a hungry no exclusive research and development of the NAPOS system. A surviving restaurant, seven points by the management, three points by taste, so Napos will also help the restaurant to analyze which dishes to sell, so that can continue to better sell vegetables。 "Zhang Xuhao said. A Guilin noodle boss sends a detailed chart in a circle of friends, and a data analysis of the takeaway system shows that the takeaway can help him sell higher-margin products. If you're hungry from a profit model, the takeaway, it's more like a company selling Napos software services and solutions in the early days. Restaurant and hungry cooperation, a year only to pay 5000 yuan annual fee can use the software, and then discounted the service fee to 4820 yuan. The restaurant no longer needs phone calls, bringing orders and improving operational efficiency. During the rush hour, most of the cooperative restaurants are a paid restaurant hungry. Now in the hungry Little cooperative small restaurant, Kangjia said that 80%~90% will use the Napos system, only need to confirm the order in the computer or mobile phone backstage. Today, Napos is also continuing to update and iterate over new mobile versions. When the U.S. regiment, Baidu into the field of foreign sales, are beginning to provide free to the merchant similar to the delivery system, rob the business of the white-hot let the commercial model of the past unsustainable. Zhang Xuhao's new goal is to gradually make the napos into a free system, which means that the original revenue method is being deconstruct. Hungry? The goal is to do a similar to Taobao's takeaway platform, because do not participate in the transaction, the initial stage of the Commission into the model has been less applied. Are you hungry? The future of the ideal state is to the settled merchant to charge a part of the basic service fee (Napos system usage fee), when the scale effect rises, also may form the advertisement position and the promotion and so on many kinds of profit pattern. The essence of the platform model is based on the scale effect of the market pattern, which means that a large number of users and cooperative restaurants are needed, and the internet giants, led by Ali and Baidu, are opening a round of frenzied subsidy wars in the war of selling. A student in the know to write down: Four of schools outside the school can not invoicing, in addition to the delivery of beverages, but also a part of the return activities-Amoy point full 10 Yuan minus 3, are you hungry? Seven Yuan tube full, the United States to sell every single send Tetra Gado and canned cola, selling Superman every single minus three; then the American regiment, who had been slow and half beat, did not know what was going on. Suddenly changed to full 20 yuan to reduce five yuan to send drinks; the third day is hungry to come with a slap, full 20 minus 6 yuan to send drinks. "And in white-collar groups, Baidu sold every single stand minus 8 yuan, brush face free payment and other activities also began a round of subsidy bombing." The subsidy war did not follow up and missed the user's golden growth period, while the follow up means a lot of burning money. Now, hungry? A total of four rounds of financing, early from the Jinsha River venture Capital and Jingwei venture investment; in 2013, the redwoods invested 25 million dollars; this May, hungry mody with the public comments network to reach strategic cooperation, and get the public comments such as 80 million U.S. dollars in the D-round financing. Those who are hungry, according to the release of the daily 1 million orders and the amount of subsidy to calculate a sum, if the huge subsidy war continues to fight, the average monthly expenditure of 150 million yuan, four rounds of financing 600 million yuan only enough to spend 4 months. Zhang Xuhao revealed that since last year Amoy point to join the National people to eat "since, the United States, Baiduare also starting to implement huge subsidy schemes. We will not be more than any of their two, probably only their 60%~70% level, from July to now monthly subsidy 3 million ~400 million. "Zhang Xuhao told Business value". In addition to coping with market competition, there are still many difficult problems to be overcome in the field of takeaway delivery: short-distance logistics and distribution can not be solved, how to control the Black restaurant opened black takeout, and how to continuously improve the user experience from products to services. Today, the United States to sell the average customer price of 17 yuan, hungry for the average customer price is only 19 yuan. Zhang Xuhao is divided into three stages: the first stage is the industry through subsidies to educate users to use app to order takeout; the second stage is to see whose products and services, whose ecology can retain users, that is, the stage of brand specialization; The third stage is to think about the profit model. Although the subsidy battle is not over, in some cities, Zhang Xuhao has begun his second phase of testing. Self-distribution experiment is hungry this year? There are two strategic tasks inside: One is mobile strategy, the other is logistics. How to deliver the meal to the user in 45 minutes and guarantee the quality of service, become the big test for all the takeaway websites. A little brother in a hungry "T-shirt" parked his motorbike outside the mall, and he walked into a sunken square into a frying-pan restaurant. At noon, the restaurant has been lined with long queues, small brother through the team, in a small corner with 100 yuan to pass to the cashier, he checked the phone orders, took the side to do a good fried bag, began to pack their own. He glanced at the phone, and on an internal system called the popular Man, he had 4 outstanding orders. Is this hungry? Newly established own logistics team, mainly for the lack of distribution system of restaurants and high-end food and beverage. 2 kilometers from the sinking square, in a common residential building on the first floor, is hungry for the logistics hub. Open the door, more than 10 motorcycle power is filled with the door of the corridor, the living room piled up to do activities to send drinks. Hung is this distribution station small webmaster, his side of the telephone is dialing the phone to the restaurant to order meals. Is this hungry? The smaller of the 14 stations established in Shanghai at the end of May, noon is to send out the busiest time period, the person who is dialing the phone is hungry? The next logistics distribution office of the reserve stationmaster, first in the station internship, this is also hungry mody in the expansion of training in charge of a way. Zhang Xuhao said that at this stage the number of subscribers and the number of merchants is still the most important, followed by products and capital. For restaurants that do not sell or do not want to use the hungry system, the company is using the most traditional way to order two times a person's telephone. Behind this slightly backward way is the huge ambition of being hungry: whatever you want to eat, you can point to the hungry client. Are you hungry? Early cooperation among small and medium-sized businesses, Sun Ban will stare at those two minutes without processing orders, when the timeout is not processed, she will call the restaurant owner to help customers order again. Later, when sales were busy in each area, the headquarters set up a customer service department, which was specially responsible for handling the restaurantThe boss hasn't processed the order yet. In today's rapid expansion of the time, hungry has already outsourced customer service to third-party companies. Kangjia is now a major task is in charge of the establishment and perfection of the whole system of distribution. Distribution center system shows, hungry? Since the distribution of the restaurant mainly divided into two categories: a category is signed a cooperation agreement of the restaurant, the system can be a single to these restaurants, courier directly to pick up meals, and do not have to queue; B-class restaurant is such as McDonald's has its own distribution system, has not cooperated with the restaurant, by the hungry Courier to the restaurant queue to buy takeout sent. Self-distribution positioning is the high-end restaurant, set up a distribution team's original intention is also to improve delivery speed and improve service quality. In the distribution of the business, hungry to earn 5 yuan distribution fee, which is more like a short distance logistics company to earn delivery fees, the third party or restaurant distribution, the two sides according to a certain proportion of the split. Now, hungry? Since the distribution is mainly concentrated in Shanghai, Beijing, two cities, put in 200 people's team, and set up a popular "takeaway system for courier use." Couriers can manage orders, or they can count their orders and performance, and this set of things is likely to open up later, as part of a platform strategy. "Kangjia said. Are you hungry? Also hope that in the logistics issue on the use of open platform mode, in Beijing and Third-party Courier company to send food cooperation in Shanghai and crowdsourcing express Tatsu cooperation. It wants to solve the problem is to standardize the logistics system, when the consumer after the order, you can see whether the order has been processed, logistics delivery to which link. Kangjia and Zhang Xuhao all like the hungry Mody model analogy Taobao and cat, but the Chinese electric business in the development of the past, there has been a four-way "express service companies, but there is no efficient short-distance logistics companies." As hungry as the ambition of expanding into the country, it is almost impossible to have a short distance logistics system that can cover multiple cities, it requires all the orders in a rush hour to be delivered in time. Kangjia in the hope that in the future these logistics can be reached as far as possible, such as the same merchants and ordering people can gather to take meals. But this is more just a hungry understand the logistics of the experiment, the future will be, hungry is also unknown. Learning path under the World War the brutal degree of competition in the field of selling, is not weaker than the taxi software round the crazy subsidy war. In the initial subsidy war, drivers and passengers are price-sensitive, usually download the market all the taxi software, when the end of a round of war, the remaining taxi software is often the best product experience. Drivers in Beijing have been using their own map navigation for a taxi. The same is true in the field of takeaway--this round of subsidy is changing the custom of telephone ordering, and who is the last winner when more and more people are accustomed to making the best user experience. Zhang Xuhao repeatedly stressed that making money today is not the main goal of starvation; the final business model is likely to be like Taobao + day cat mode: like small and medium-sized restaurant to provide system charging basic service fees, similar to Taobao Mall mode; for the distribution part of the high-end catering, you can charge the entry fee and advertising to earnProfit。 The premise of this pattern is that only the first place is the way to survive. In several mainstream takeout restaurant, Amoy Point mainly concentrated in Hangzhou, Shenzhen and other first-line city white-collar area, Baidu is best at Beijing area white-collar area; hungry, the United States Regiment's main battlefield in the three or four-tier city schools, as well as Beijing's Shanghai universities and white-collar areas. It is not hard to find, as in a taxi battlefield, Baidu and Ali's takeaway business is still in order to use high-frequency applications to promote their own payment system, and hungry Mody and the United States and the group of takeout is really hope to be able to form a business model. Beyond this, regional takeout, such as the takeaway and the radius of life, has emerged, yet a nationwide takeaway of experience and service has yet to be formed. How do the light asset companies that hold the dream of the platform, in addition to distribution, control the service of the restaurant? The Kangjia approach is to standardize all processes. For example, the request to join the restaurant qualification is complete; just joined the restaurant, when the hand-copied menu is not coming, hungry will require the restaurant equipped with Bluetooth printer to improve efficiency. If the restaurant is out of time, are you hungry? For some restaurants roll out overtime pay ", and on the client to have overtime pay" restaurant priority. In the training of its own personnel, hungry will ask the distribution staff in the delivery after the meal will be the user's home garbage to go down, and in the restaurant can not sit brush mobile phones, if the meal has not come out, must help the restaurant to get the restaurant goodwill. All management, and finally the insight into human nature. "Kangjia concludes. He is more willing to learn from the traditional industry experience, and asked the senior staff a "seabed fishing you learn not", he also sent people to the seabed after the kitchen to learn the whole restaurant operation Secret. He learned from the seabed fishing service and the management of people, to Foxconn to learn the flow of work, to shun Fung Learning logistics system, but also with the Internet companies will learn to buy hands operating mechanism and the value of data and systems. When the United States booking site OpenTable earn service fees + advertising fees, and eventually to 2.6 billion U.S. dollars was Princeline acquisition, the U.S. foreign sales website GrubHub through the Internet and telephone to the restaurant delivery, through the commission to earn revenue, the listing in April this year, Market capitalisation is close to $3 billion trillion. 1.5 ago, Zhang Xuhao also bombast to the media: as long as we in the Giants have not responded in time, as soon as the expansion of the enclosure, so that users form a habit, you think the students will also use Baidu to sell? Will the restaurant open shop in Baidu? The cost of migration is significant. "The changing subsidy war is starving," he said, who was still a price-sensitive user. It now seems to be more of a user's habit of universal education in the subsidy wars. As the internet has just begun to appear in the online tourism competition, until today, the home is still unable to get out of the quagmire of subsidized losses. The bitter struggle of takeout has just begun. Kangjia and Zhang Xuhao occasionally panic in the rapid expansion of money and people. At that time, they will go to a roadside shop to eat barbecue, while eating to calculate whether theSome problems have been solved, these years of entrepreneurship to their own good habit of training is the day.