Catering O2O Cloud Restaurant Service

Absrtact: The renaming of Xiang-e situation announced the end of high-end catering, and more low-end catering, or will rely on O2O to find their own spring, as the cloud has played a role in fuelling. April 25, catering O2O service providers such as Cloud officially launched for the B-side business

The renaming of the Xiang-e situation announced the end of high-end catering, and more low-end catering, or will rely on O2O to find their own spring, as the cloud played a role of "fuelling".

April 25, restaurant O2O service providers such as Cloud officially launched the Smart Cloud restaurant services for B-side businesses, and announced that has been obtained from Lam Investment, Kaixing Capital and a well-known Internet company a total of 4.5 million dollars a round of investment, and in the previous, it has received nearly 10 million Yuan Angel investment.

And up to now, such as cloud has been carved ye beef brisket, 3W coffee, Huang Taigi, ping An courtyard food house and other development to become their own typical customers. In the eyes of customers like Cloud CEO Penre, the cloud system is fit for the present restaurant industry pain point, can solve the business embrace mobile internet technology, products and service barriers.

Penre said to the 21st century economic reporter, "Mobile internet and the combination of traditional industries, will be born a lot of business opportunities, now the combination of the process, the main barrier is B-side, we are to help the traditional catering industry to embrace the Internet, to provide a full range of business solutions, from hardware to software to the network, and ultimately the efficiency of business Let the consumer experience better. ”

From BBS to O2O

Penre--This almost obsessed Internet serial entrepreneur, more than 10 years, entrepreneurial footprint covers different fields: BBS, hospital information Management system, SNS, database marketing, enterprise applications, group buying, O2O and so on.

He started his business at the Chinese University of Science and Technology at the time of the Internet Wave, 2000, or the Penre of the junior students who founded the Bowei community, one of the largest content communities in the education network, which has done very well but doesn't know how to make money.

After graduating from university, Penre began a second venture, for Anhui Province Health Department to do his hospital information management system, to the major hospitals push his system, thinking that there are technology and products, and red, I believe it can be done, did not expect to do a year, it is difficult to promote the hospital horse his system.

In the 2004, the Vietnam-Vietnam-Yong Penre came to Beijing for a third venture, when foreign SNS social network just arose. After the joint preparation with two colleagues, in 2006 founded the hit Business Card network, become the largest business card data exchange platform, accumulated 7 million business cards.

"This is the first time I've come into contact with data and I think the value of the data is very high. "With these business cards, you can tap into the consumer behavior behind these people and do database marketing," Penre said. 2008, Penre based on business card network data, founded the FIRSTDM (first Tatsu marketing), two years to develop into one of the largest database marketing companies, and get 3 million of dollars in venture capital.

2010, Penre found this model is cool, and Du Yinan together to create a 24 coupons net, and served as COO, did 2.5, experienced the ebb and flow of the tide, from 10 to 4500 people, and back to 700 people, accumulated financing of 50 million U.S. dollars. 2010, 24 Coupon Group buying network quickly ranked in the top 5 in China group buying industry, 2011 Annual sales of more than 1 billion yuan.

July 2012, Penre to buy this model of the prospect of worry, "pure online things to change the space of people's life is limited, the future trend is O2O, online and offline combination." and group purchase did not put online and offline completely through, did not improve the efficiency of the entire industry and services, but the consumer has been restructured, but also to the business and the user's stickiness is insufficient. "Penre to the 21st century Economic report reporter said.

In order to do strong viscous, hardware and software barriers to the project, Penre again to venture again, August 2012 set up as a cloud, to do catering O2O service providers. Penre that the future people's food and beverage consumption will not because of preferential consumption, in addition to the quality of food, taste, more because of convenient service and good experience, and these are not mobile internet.

specialize in B-end business

Just set up, guests such as the cloud did not give up the C end, has been developing both B-and C-end, such as the online search for a bit of app is a guest like cloud in the C-end of the attempt. After a year of entanglements, such as cloud decisively adjust direction, focus on the B end, temporarily gave up the already rich experience of the C-end business.

"If you do not put the B-end, get the data under the line, master the real-time state of the merchant, is tantamount to nowhere, can not let C end get a better experience." Penre said, with the smartphone and 3G, 4G popularization, now the C-terminal is basically mature, mainly B-terminal immature, the business hardware, software, management and services have not been followed. Customers like the cloud is to provide a hardware and software system for the B-side, so that businesses and consumers to achieve a better experience to complete the transaction.

The business model of the cloud is now the PAD Terminal Leasing mode (hardware and software). The hardware pad has 10-inch, 15-inch, 22-inch various types, and the system supports iOS and Android. Business according to their own needs to decide to lease several terminals, each terminal rental costs are more than 200-300 yuan/month, pay by year, 30 days unconditional return. Terminal function modules have reservations, queuing, food, takeout, receiving silver, membership, marketing and so on.

Through this system, the food and beverage store has realized the mobile Internet, the user can see the Merchant's menu at any time on the mobile phone, at any time know has no seat, may the long-distance arrangement, sits down to use the cell phone to order directly, eats the meal to settle directly with the mobile phone.

"Although it will increase the cost of one-time investment in the business, but in the long run, the business is very good for the promotion of efficiency in exchange for their level of profitability." The experience will be better for consumers. "Penre said.

He also cited a business and consumer experience that used large data. There is a restaurant to do take-away food "porridge cake noodles", the original need for 6 attendants to answer the phone, 400 a day to send the take-away, very busy. After the cloud has put the system into the restaurant, every day only need two waiter to answer the phone, each phone next to put a pad, the first answer to the phone, but also need consumers to provide a certain number of residential buildings number, surname, telephone, what food, etc., will not need consumers to provide this information, the phone rang, The information on the pad shows that the efficiency is greatly increased, so the boss turns the 4 waiters into a delivery courier.

At present, customers such as cloud mainly in Beijing, Chengdu, Wuhan, Shanghai to expand the market, has cooperated 300 businesses, generally a merchant rented 1-2 terminals. It is understood that the country has about 4 million-6 million catering enterprises, customers such as cloud can serve at least 80,000-100,000.

Penre told the 21st century Economic report reporter, group buying network and business is the relationship between channel cooperation, and customers such as cloud is to help merchants to butt the entrance to the C-side, is the business fallback platform. Like a pool, above a faucet, the public comments, the United States, Baidu and so is the different faucet, for businesses, with each faucet can bring water (consumers), but this pool in the waters need to manage, and eventually become a merchant's own customers, this pool is a guest like cloud. Guests like the cloud is to play the role of the bottom.

In order to make consumers more convenient to find businesses, such as cloud and the public comments, Baidu, Taobao Point, micro-letter, micro-blog, such as access to a seamless docking. At present, the main source of business customers is the micro-letter public account. In order to realize the payment closed-loop, customers like the cloud and Alipay, micro-credit payment, Tenpay and other network payment platform for strategic cooperation.

Through this system, customers such as cloud can collect a large number of restaurant and consumer data, through the cloud large data analysis, for businesses to carry out precision marketing, improve business turnover and the overall brand effect.

It is understood that the catering industry is now the distribution of benefits: Businesses charge 100 yuan, 30% pay rent, 30% pay for food materials, 30% for pay staff salaries, 10% is gross profit. Such a low profit margin, how can customers cut profits from catering enterprises?

Penre is not worried, "We help businesses solve the problem of efficiency, to bring more efficient business, to bring consumers a better experience." If the efficiency of the business increased, customers will increase, staff costs will be reduced, profits will increase, so that the profit distribution will squeeze 3-4 points to our company. 3 trillion of the country's market, one point is 30 billion, the market prospects are very considerable. ”

It is predicted that the next 3-5 years, the national catering industry at least 20% of the turnover of 600 billion yuan is done through smartphones, now accounted for only 3%-5%. Customers such as cloud hope to serve 20,000 catering enterprises in two years, with the best product team, sales team, service team, the cheapest cost-effective, to achieve the scale of replication, so as to obtain the largest market share.