Brief analysis on several points of catering O2O

2014, O2O is undoubtedly the hottest word, Internet sinks lead to internet penetration into all walks of life. People to food for the day, catering industry has become O2O most easily touched the field.

2014, group buying giant U.S. team to 700 million U.S. dollars to complete the end of the D-round financing, to show the future imagination space. And before that, the public comments on the United Hungry Mody line Tencent to create food and beverage ecology, entrepreneurial enterprise delicious not to wait, point me, beans and fruit food, called a duck and so on have access to capital of all ages. From the beginning to the end of the year, 2014 of food and beverage O2O good news, more and more internet food and drink just like the tide began to immerse my life.

But, 2014 not everyone can get out of that "good night". Many catering O2O entrepreneurial dream ended in 2014, failed to walk into the 2015. In the last days of 2014, a friend of North Mt. 's Entrepreneurial Project Goose Breakfast takeout was parked at 2014. Brother North Mt. wrote an article, "Careful entry, the goose stopped, breakfast takeout who is more suitable to do?" For reflection. Reading through the readings, it is found that although some problems are obvious, they are neglected in the process of entrepreneurship.

Based on long-term observation of the industry, I would like to share some of the views of the catering O2O:

Big money? The cost of crossing the central kitchen first

At the beginning of 14, someone asked carving ye "carving ye beef brisket now make money?" "The common sense, the customer unit price is high, the turnover rate is high, wants to not make money to be difficult, in fact the carving Ye's answer is" the loss ". Why？ Central Kitchen!

Catering business is the key to the standardization of food products, intensification and the stability of the taste, which is why we see catering big enterprises will be hot pot sip feeding, small sheep, seabed fishing, food single, easy to standardize, and these industrial process guarantee is the central kitchen. Hangzhou maternal family is a model, the central kitchen to ensure the stability and taste of food, a sense of substitution of "excellent chef."

However, the initial central kitchen investment is huge, on the one hand need enough capital investment, the other side need to keep up with the number of stores, otherwise it is the central kitchen capacity waste. Therefore, it is not surprising that the Eagle Beef brisket loss.

The same example is found in Hangzhou. At the beginning of 2013, Hangzhou gan Its food dumplings shop on the popular Hangzhou, store hundred, remember at that time sales of the highest single shop, one day to sell 20,000 buns, for street pop, this figure is equal to make a profit, and at the time of the food is still a loss, the central kitchen in Shanghai, through the cold chain logistics, daily distribution to each store, At that time, meat bag 1.5 yuan A, accounting down not to make money.

Of course, once the break-even point, that is, the carving ye said e=mc2, tasted mushroom flavor, the company will enter a high growth channel.

The "hint" position behind the heavy vertical

2014 was tired of the word "heavy vertical", but what is the meaning behind the serious vertical? Is the habit of the user, all from the product name, all aspects to give users hint! The New York Times Business Investigation reporter Charles Duchig in 2012 wrote a book called "The Power of Habit", logic is from the hint to form habits, the ultimate reward, so that users can not be separated from your products.

And the giants of today, the internet giant has long been tired of this logic. They are more accustomed to simple rough, rich wayward, break the logic, directly from the reward cut, money "hit halo" users, to cultivate user habits. So what we're seeing is moving the hundreds of millions of dollar financing amount, direct cash subsidy. In the face of Amoy point such a "rich second generation", confront head-on, the odds are slim.

It is clear that entrepreneurship should not treat giants as rivals. Instead, thank the Giants for paying us to educate the market. Cock Silk entrepreneurs, may still follow this set of logic from the hint to start, so that users can easily form brand Association.

For example, like the Shire of the angel of Picky Eaters, specializes in hot pot take-away, with "picky eaters" to hint hotpot, training user habits, when users want to eat hot pot naturally associated with a "picky eaters", the reward is in the wayward suddenly want to eat hot pot, eat the hotpot. Hangzhou point I bar takeout is the brand category of takeout, want to eat grandma, new White deer chain brand Lenovo to me, the difference is hungry, hungry mody is only a pan-sell, low-end take-away. Imagine whether Japanese cuisine can do the same.

Find the balance point for both the merchant and the user

Business intelligence, the Internet is the trend, we all see. Among them, most of the entrepreneurs from the B-side, from selling management software, CRM, kill a la carte treasure and other tools such as the angle cut. This part of the entrepreneurial logic is: through the B-band through the C-end, think good B-end, C-end, the final transaction completed to do, complete O2O closed loop.

But the catering management system is really a competition for the Red Sea, the merchant's plea is to spend less, easy to use, improve performance, and the system's replacement threshold is indeed not low. On the other hand, the B-terminal, C-end user is not sense, B-end and C-terminal imbalance is serious, the same problem.

Delicious not to wait is at present I see do this balance the most coordinated company: from the queue (c) into, complete user access. Queuing is the biggest pain of the repast, eliminates the queue, the user, quickly accumulates the user, has the user, then cuts into the merchant catering management system, helps to make the meal management, the CRM system, solves the user to retain, finally completes the transaction.

In this way, the user is cool, business is also cool. Most entrepreneurs see the food and beverage billion-tier market of the big cakes, both ends of the imbalance, easy to lose big opportunities.

Bitter force, get "endure"! Immutable laws

Food is a bitter forced to live, "endure" before there will be spring. Public comments "endure" to the spring, a strong ability to push and team execution is the industry's survival rules, no one can escape. Even the rapid rise of the Internet brand, sooner or later the regression line, slowly "boil".

Like "Call a duck", the rapid establishment of the brand, or return to the essence of food, "bitter force" city siege swept the ground, forming a line under the brand chain. So, if you want to survive in this industry, you have to endure loneliness.

2014, the food and Beverage O2O field many outstanding entrepreneurial projects emerged, of course, many projects stopped in 2014, entrepreneurial way of continuous attempts to upgrade our way of life. 2015, a new year, more innovation will seep into our lives.

Look forward to 2015.