Line Line 0: The most "heavy" takeout site

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"Line Line 0" originated in Nanjing, an online delivery brand, mainly serving the urban white-collar. Different from Amoy point, hungry Mody, easy to buy outside the food booking site, line Line 0 out of a differentiated route: its Web site is not just a restaurant business yellow pages, not only the construction of the distribution team, but also for the catering shop to provide a range of solutions. CEO Wu Hao hopes to bring the catering business to power.

Website on-line in June 2012, currently covers three cities in Nanjing, Suzhou and Shanghai. In the coming year, it will expand to 10 major cities nationwide. More than 30% of the order conversion rate, 45% of the repeat purchase rate, 15%〜20% of the monthly growth, nearly 40% of the mobile end of the ratio of orders and other indicators, can indeed make a lot of investors in front of a bright. At the end of last year, they got a round of financing from Sequoia Capital, and angel investors invested in the Gobi Desert, which had invested in the cattle net.

Detour

Wu Hao's first contact with the online ordering field was in 2008, in a small city of 600,000 people, at a time when the model was a bit like the "Home Gourmet Meeting" today. Wu Hao is equivalent to the role of the catering business channel business, doing the business of traffic. At that time, the average received 3,000 orders a day, small business life is good, but the process is very tired. The key reason is that the businessman does not have the sense of generation, the quality problem will only act as Shang.

For example, he said, once the user orders after a meal is missing, the business is not willing to pay attention, Wu Hao have to deal with the user complaints. In fact, the most fundamental reason for the lack of sense of responsibility is that they are only suppliers, and Wu Hao assume the role of agents, from the business deduction point. Suppliers and platform agents often have game problems. For example, although the channel business can be a strong increase in the number of commission points, but businesses will be in the quality of food products and services above Jerry, earn more pay the commission. This ultimately leads to poor user experience, while channel vendors are helpless.

Wu Hao gradually found that the platform must be transformed from an agent into a service provider, so that catering enterprises have a stronger sense of generation, responsibility. At the same time, he also has a judgment, catering enterprises and other traditional enterprises, sooner or later need to electronic business.

Wu Hao, Gui, Chen for three returnees in Nanjing set up a line Line 0, and then have Hu Xin (Business Operations Center Director) to join. The reason for being named line Line 0 is that they think the quickest means of transportation is the subway, and they have to do the "subway line" connecting merchants and consumers.

How can delivery be done fastest? must be in the distribution link. To this end, line Line 0 since the establishment of the logistics and distribution team. This is the difference between the line Line 0 and most online takeout platforms. On the platform of Line Line 0, the merchant can choose their own distribution, and the merchant with no distribution ability can use the distribution personnel of line Line 0. Distribution staff by the formation of more than a person, known as "0 small brother."

Wu Hao in the selling industry for more than four or five years to understand that the logistics distribution of the "water" very deep. In the end how to ensure the "0 small brother" distribution service standardization? They have done a lot of work in it, developed a scheduling system, order systems and so on.

At present, the intelligent dispatching system of line Line 0 can be self-learning, based on the number of distribution, time, expected demand and other variables to adjust, a regional staff planning algorithm to ensure the reasonable distribution of distribution personnel, the development of the "0 housekeeper" system for the stock time has a good grasp, Ensure that the distribution staff can arrive at the right time to receive food products; For the distribution staff, line Line 0 also provides an automatic route planning algorithm, can choose more optimized route.

Through this set of intelligent dispatching system line combination, even if only one "0 small brother" can open multitask mode, further improve delivery efficiency. At present, the average delivery time of line Line 0 orders is controlled at 40 ~ 45 minutes;

In addition, there are order tracking system. Once in the distribution of the sale of the process appeared in the business of Slow food, food deficiencies and other abnormalities, consumers can be on the computer or mobile phone inquiries. "A complete delivery experience must contain two core points: the quality of the dishes is guaranteed and the distribution stability is good." "Wu Hao said.

To help the catering enterprises to electronic Business

Nowadays, catering enterprises often like to create brand image through the façade decoration of physical shop. But in Wu Hao's view, the Internet age, quality products are the most convincing. As a result, he began to guide businesses to the product of every detail to achieve the ultimate.

One of the trump cards on line Line 0 is the "Electronic Business of catering enterprises". The innovation is to promote the concept of "kitchen shop", that is, the kitchen is the store. The merchant does not have to have too big storefront, do not need waiter, just a chef, a set of kitchen equipment can open a dining shop. This can save the location, decoration, waiter labor, management and other complex links, and all the energy and money in the creation of the ultimate dishes above. According to Wu Hao, in the traditional restaurant, rent and waiter costs the highest total cost of 60%, the lowest can also account for 30%〜40%.

Now, the number of "kitchen stores" on the Line 0 platform is 7%, but it accounts for 30% of the sales. They also imitate Taobao "Amoy brand", last year selected 10 "0 brands." Platform of the entire network of sales champion "Horse Pony Boutique Take-away" is just set up last year, "Kitchen shop", already rely on line Line 0 in Nanjing Local made a well-known, this year intends to enter Shanghai.

Line 0 Line positioning in the white-collar service to provide meals, so in the investment, will be around the target customer base on the basic qualifications of the merchant has a more rigorous audit, and set the elimination mechanism. Whether the chain enterprise or "kitchen shop" are welcome to settle in, but the system of line Line 0 to pay attention to the electronic business of catering enterprises more favorable.

Line Line 0 will also pass the product presentation page to introduce the source of food, the kitchen situation, production process, inventory and other details, so that businesses through the website to tell consumers why the value of this price. At present, Line 0 line platform of small and medium-sized businesses grow fastest, horse pony boutique Take-away is one of the cases. According to Wu Hao, in Nanjing, due to the impact of small and medium-sized food brands, Jinling Hotel, central hotel, such as the old five-star hotel also began to pay attention to the electricity quotient, but also specifically for the delivery of the child brand. "The rapid growth of small and medium-sized businesses can pry into large restaurants." Wu Hao believes that the trend of electric shock in big brand catering enterprises will become more and more popular in other cities.