Catering O2O Market entered the multifaceted era

Catering O2O Market entered the multifaceted era, the major internet giants do not hesitate to throw heavily for their own open ground. However, this "burning money" to obtain the source of the way is not favored by the industry-only through the "loss of money to make a yell" of the marketing method will only short-term attract the eyeball to earn users, if the product value is not enough, or distribution services are not in place will cause the loss of tourists.

Slide on the phone, open the application, register new users, leave the name and contact, and so on a period of time, hot take-away will come to your side. If a few years ago, the above content may only be imagined, but now, in the "Embrace the Internet", "to have internet thinking" and "O2O (offline)," and so on background, this scene in a number of urban white-collar and college students in the "staged."

What is less conceivable is that the "online takeaway" market seems to have a tendency to "burn money" and "fight price wars". August 18, the internet giant Baidu's life service platform for the sale of Baidu announced that, August 18 onwards, users, whether using a PC (PC) or mobile end of the order, can be sold on the basis of the original price to enjoy less than 6 yuan of benefits.

"China's largest catering O2O platform" under the banner of Hungry? Also announced recently, August mid-June, hungry Mody joint media, through the interactive advertising screen covering Shanghai office to send out 200,000 free lunches, activities will continue to Beijing and Guangzhou. If the calculation of 20 yuan per copy, this time hungry will cost 4 million yuan.

It is noteworthy that, according to the public comments on May 6 this year, the press release to reporters, hungry then with the public comments in Beijing jointly announced "to reach a deep strategic cooperation." "Through this cooperation, hungry will be with the public comments in the catering industry in the field of business data, takeaway services and platform traffic to carry out in-depth docking and integration, together for both users to provide richer quality of the delivery service. At the same time, the public comments and the existing investors will also spend 80 million of dollars to invest in the hungry, and further promote hunger to open up and consolidate the market's capital advantage. "The public comments said.

This February, Tencent has a public comment on 20% of the stake, coupled with Alibaba's mobile catering service platform "Amoy", for a time, the internet giants are in the online takeaway or O2O field has its own layout.

"In the final analysis, this is the competition for mobile Internet traffic, to consolidate their strength in the Internet field." "In the short term, the market for online takeaway is not fully mature, even in the" wilderness development "stage, the senior Internet correspondent told the International Finance daily August 20 night.

Giant intervention

For many people, online takeaway may be no stranger. As early as three or four years ago, in addition to phone calls to sell, many white-collar families through third-party websites, or some catering companies under its own website to order the online meal.

Looking back on the development of the past few years, we can find that from 2012 onwards, the market has gradually appeared the trend of price war on the online takeaway platform. At the end of 2012, when the net was financed, it soon covered 5 first-tier cities and launched a "7-dollar Lunch" event in these cities. According to the explanation of the tiger sniff net, the specific is, a 14 yuan of take-away, the merchant only needs 7 yuan to sell to the user, "The remaining difference part, all by the meal net subsidy".

The current access to multiple rounds of financing, and plans in the "3-year listing" of the hungry, was also in Beijing to do a "gift drink" activities, that is, "every takeaway to send the market value of 2.5 yuan" of the catering drinks.

As of this year, the online takeaway market has become more high-profile: On the one hand, the companies continue to promote high-profile external promotions, on the other hand, the market has more shadow of the internet giants, rather than only small and medium-sized take-away sites themselves make a yell.

May this year, hungry for the public comment on the 80 million dollar strategic investment, and still remain "independent operation." Through strategic cooperation, analysts say are you hungry? will be through the public comment on the high-end restaurant resources and large urban white-collar catering consumption group, to consolidate its market position; public comment network of the take-away business will be hungry for the full assistance to achieve a leap-forward development, and then combine the existing information decision-making, restaurant reservations, Group purchase and other advantages of business, will also enhance its as a comprehensive local life information and trading platform leading edge.

Since Tencent had taken a stake in the public comment earlier, it was also said that Tencent actually had a curve in the field of online takeaway. The other two giants of "tab"-Baidu and Alibaba also have their own business layout.

Group buying one of the kings of the United States Group Network also declared that "the market is no less than the group buying market, the United States will be rapid expansion of foreign sales, the next 3 years to invest 1 billion yuan, is expected to cover 100 cities."

At present, the food and beverage O2O mainly divided into two types of ecology: the first category to Baidu and other giants, the model is mainly platform, the introduction of a third party to push the team, hoping to use the flow advantage to win the market. The second category to the public comments, the United States Group head, the model is pro-Pro, through the acquisition or the original push team to gradually promote the takeaway plan.

Tepid

Senior Internet people to the "International financial News" reporter stressed that, whether the start-up companies, or market giants, they intervene in the takeaway market, or are based on the trend of the future, "there is no market and to the good trend, not to mention financing, not to mention development."

It is understood that China's catering industry O2O market Size in recent years the rapid development. Quality Road Advisory 2013 released data show that the market size of 2014 is expected to reach 91.3 billion yuan, 2015 will exceed 120 billion yuan. This means that online takeout orders become an important force for the gradual rise of food O2O.

But there is also a point of view, compared to other Internet market segments, such as the field of taxi, online take-away market overall "difficult to rapid development." In the view of Analysys International analyst Liu Menglei, this is mainly due to its high regional nature.

"Consumers in every region need to sell differently. At present, the system revolves around the business district and university city, each region has a strong platform, and even some areas formed a restaurant cluster, restaurants and enterprises, the Community users directly docking, skipping the booking platform. "Liu Menglei to the international financial newspaper reporter analysis, the spread of the platform in the expansion of the process relies on the model, using its own excellent case endorsement, focus on bringing high traffic to the restaurant," but in the actual operation of the restaurant, the development of a long time of the restaurant has accumulated a solid customer base (canteen diners and take-away diners), Traffic on its less attractive, complex operating system on the restaurant management operators also have a certain inconvenience.

Liu Menglei also said that, although the recent Baidu, Ali, the United States, the intervention of the U.S. regiment hot market, but did not bring revolutionary changes to the market. The reason, the price war can not be long-term transformation of the competitor's users, to change the user to order the use of this tool site habits, "not by more than a chicken leg can be solved."

"In particular, the future of the market must be refined operations to be able to have the opportunity." Liu Menglei said, "but most of the nouveau riche who get the money will think that money can solve the problem, and so the money spent, the lesson bought, just know that the original approach is too stupid." ”

In fact, there is indeed a mixed picture of online takeaway. For example, in the Apple app should store the evaluation of an outside sale application, there are netizens praised "what all have, the service is very good", but there are many netizens said "Wait a long time, just sent", and directly gave a star evaluation.

"This is the present short plate. "But this short board is not fresh, observe the development of the group buying site this year, you can also find that online services are often difficult to unify." This is also a common problem in the O2O field. ”

Some analysts said that the preemption is only the online platform to expand the scale of the one hand, "with traffic at the same time, enterprises also have to face the food safety and logistics distribution and other decisive issues."

Scramble for the entrance

For the future trend of development, Liu Menglei that the core competitiveness of O2O is the user's ability to control and the ability to obtain traffic, "the outsourcing industry is becoming more and more serious, the future focus on user interaction, user experience, service standard mode will win more consumer favor." At the same time, in addition to selling the catering platform model based on the unique demand for unique consumer goods ordering, timely distribution market will have greater development space.

But the Internet insiders believe that, no matter how the market views, at least the Giants compete in it, more to compete for the internet and mobile internet traffic, "at least a few in the competition, not to the other side."

The so-called Internet entrance, is people in the Internet behavior, the most often or more often choose the way to start, the entrance determines the user's needs, internet habits and behavior patterns. Some people say, "Occupy the entrance is equivalent to occupy the user, this is the giant to occupy the entrance of the most original motive." ”

"There is still uncertainty about how much flow and market stickiness the online takeaway market can bring." "But it can be determined that the Internet portals with huge market demand will be fiercely contested," said the source.

In this respect, there is a point of view that the next entrance is the refinement of the field, especially with life closely related to other refined "entrance." For example, the mother and child market and news client domain. From the visible "money" perspective, the relevant areas are really worth paying attention to. "In recent years, China's infant market has maintained a rapid growth rate of around 15%, and the 2015 baby market will reach a scale of 2 trillion yuan, and a vision scale of 3 trillion yuan," said Cbme, a relevant person at the China Baby Children's Fair. ”

As experts say, online users want the internet not only to help themselves in information and social networking, but also to help improve their lives. Through the internet to make life more convenient, is the internet entrance to solve the "pain point", "a site with the function of life portal, just can solve this pain point."