Dialogue Kangjia: Hungry 5 years crazy undertaking

From Shanghai Jiao Tong University started hungry, after 5 years of development, has become China's largest catering O2O platform, day processing orders more than 100,000. As the Giants have been killed into the food and beverage O2O market, hungry do not choose with the public comment on the marriage, hungry Mody chief strategy officer Kangjia described a big recruit. This April, Kangjia in interviews with it The Wang in detail about the hungry 5 years undertaking and product experience. The following is the full text of the dialogue between it The Wang and Kangjia: section: It The Wang kang: Kangjia entrepreneurship: The cause of the school order is a level of pain: hungry? Entrepreneurship has been 5 years, please briefly introduce the next 5 years of entrepreneurial process, the development process in which important time node? Kang: Hungry is a college students out of the team, When the start of the resource is very small, so all of them are a number of jobs, 2007 we entered the Shanghai Jiaotong University, 2008 began to do business, at that time did not understand what, 2009 website only online, after graduation from 2011 to start a formal sound business operation. Paragraph: Why did you choose to order meal as the starting point? So how do you dig out the order is the user's first level pain point? KANG: Because ordering is really our own pain point, I and Mark (Hungry CEO Zhang Xuhao) like to play live, eat and sleep, call takeout results found that the experience is too bad, One night the whole night, and the next day to do things. This pain point is still widespread, telephone call meal often busy, restaurant choice less, contrast less, service is difficult to evaluate, often have classmate criticisms, have already criticisms, explain really very painful. In the early days of take-away users, the majority of fast food, in fact, is lazy demand, do not want to go out, of course, may be too busy. Paragraph: Hungry for the rise in Shanghai Jiaotong University, after the rapid occupation of the market. Are college students a hungry Angel user? How do you think of the university market as the starting point for entrepreneurship? Kang: The reason is very simple, at that time we are at school students, students call the demand for takeout is very common, and the University of many people, consumption, from the university to obtain the first batch of users is a natural idea, and then gradually improve the product. Another reason is that college students are more receptive to new things and more tolerant. The students around me often give us a lot of good advice, and the influence of university campus also brings some convenience for recruiting. Product Scream Point: Geographic segment: What's the most important feeling of being hungry? Is this feature a product scream? Kang: This is determined by the local properties of O2O, which must be resolved, otherwise the experience will be poor. For areas that are more isolated, hungry will allow users to choose their own entrance; For a wide range of areas, users only need to search on the PC, or in the app directly positioned, hungry mody in this aspect of the optimization is really good, now the same industry web site also basically imitate hungry practice. Segment: Offline Merchant is the important factor that decides O2O can succeed, hungry? What is the innovation of the management of the merchant? Kang: O2O's center of gravity is where to look at from which angle. From my understanding, the merchant is certainly the key, a lot of bad problems also appear here. Are you hungry? There is a napos system on the merchant side, which has done very early to solve the pain of many merchants. Previously ordered the type of site, only values channel value, hungry did not do the Napos, the management value did go in, the restaurant used up very convenient, the previous site to commission-oriented, hungry Mody stopped this way, charge restaurant service fees. This is the restaurant's interests and hungry is bound, the restaurant has no resistance, the quality of the service under the line will be greatly improved. The pit of entrepreneurial experience: Are you hungry? Have you ever been in the middle of an impressive pit? Kang: Hungry is more cautious, the trap is because the brain is too hot. We are very emphasis on methodology, generally do things will first proofing, some practices do not stop the test. For example, in 2009, the experiment was rolled out and integrated marketing, then found that this thing must be done in the back, do too early will fail, because O2O have local properties, must first grasp the focus area. This is the methodology, we must strictly control themselves, the probe can not immediately be retracted, if the proofing success, summed up into a set of detailed standards, and then promote expansion. Paragraph: The current food and beverage o2o field of intense competition, Ali, the United States, Baidu and other successively into the Bureau, regardless of users or merchants, the Giants are scrambling for grabs. Are you hungry? How to deal with this competition? Kang: 2014 is the foreign trade of the year, hungry will release the industry in one months of heavy news (there should be applause). Amoy Point and the United States last year to enter the take-away industry, on the hungry did not cause the impact, we are too welcome more players come in and cultivate user habits. To the industry to add to the fire, hungry for a long time accumulated a strong line under the ability and leading product experience, we welcome competition, but the opponent dug too ruthless. At present, the awareness of the merchant has been cultivated relatively well, the next step is to strengthen the efforts to cultivate user awareness. Team management coup: Pay close attention to value segment: Hungry? In addition to products, technical team, the push staff accounted for a large part, how do you manage the existing team, especially for the management of the push team? Kang: Are you hungry? Not only BD, but also to push, which is hungry for one of the advantages, but also more and more challenges. Our principle is digital, institutionalized management, Reliance System, System mentor, this is a principle, will continue to strengthen; In addition to push and BD team is very hard, we very much value human management, enhance the cohesion of our people, emphasizing values. Are you hungry? It may be that the volume of the company, the values speak the most, of course, mainly on the internal. Paragraph: Last November, hungry to get 25 million U.S. dollars in C-round financing, valuation of nearly 100 million U.S. dollars, how do you deal with the relationship between investors? Kang: This has to do with the industry, catering O2O in the outbreak, hungry is the faucet, the value of natural higher. We are college students entrepreneurial team, in communication with investors is not fastidious skills, the basic is transparent communication, open-minded to ask. Formal, standard this is the minimum requirements, maintain a strong executive power, investors will support us behind. Paragraph: Hungry? Management and investmentWhat will happen if there is disagreement among the people? Kang: There has been no contradiction, we usually keep communication, investors help us a lot, if there are problems are basically resolved in the early days. Focus on the first segment of the product: Hungry? What progress has been made in exploring commercialization? How do you weigh the relationship between product development and commercialization process? Kang: Hungry income has been growing steadily, could have been faster growth, but because of the influx of the industry, the outbreak of the sector, we are now to expand the market and improve the product to put in the first place. It may be that over the years, especially O2O, the impact of capital is growing, and getting users and orders is a top priority, just like beep and quick to get users in a subsidized way. Are you hungry? Commercial pressure is small, the center of gravity in improving the use value of the hungry, to do a lot of things, including high-end demand for the delivery of the satisfaction. So that everyone can be hungry at any time to find a variety of high-grade restaurant, can be sent home! Paragraph: The last part of the interview is a guest boutique recommended, Kang always have any good books or wonderful video to share with you? Kang: I do not qualify, usually like reading, about the Internet, "out of Control" "The Future is wet" are very intelligent, Three-Body "is also good, Wu Xiaobo book must see." Recently I was looking at Wang Shi's autobiography, Very real, the language is very simple, another gold wrong knife teacher's "Ma Yun Management Log" also super benefit. Interview PostScript as an ordinary user, I can feel hungry to do the product carefully and focus. With Kang an hour of interview, make me realize, hungry can become the largest catering O2O platform is understandable. Kang always put forward the most valuable 3 points of information: 1, are you hungry? In the next one months (referring to May) will be the introduction of major initiatives, catering O2O competition will be more white-hot; 2, team management, hungry? It is important to emphasize the cultivation of values and internal strategic communication. 3, hungry? After getting the C round financing, the commercial pressure is less, The focus is still on expanding the market and perfecting the product.