"Hungry" How to stand out from the grassroots

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O2O Online ordering can basically be divided into three major categories, one is group buying, the second is to book, three is takeout. Group buying is basically a foregone conclusion, nothing more than the public comments and the U.S. regiment which big small, perhaps Baidu glutinous Rice also has some opportunities. Booking This field, the public comments network, the Food Network, ordering the small secretary can be regarded as the leader. Early scheduled start, foreign OpenTable model for reference. Unfortunately, this is China, the consumption habit has not been up. Rice network and ordering a small secretary for 10 years on that point of scale, it is said that even the public comments, a day but only 5000 single. The remaining areas of comparison are the takeaway.

Online ordering, although slower than ordering, but in recent years the wind and cloud. This year, in particular, the Giants have pushed the order to the tuyere. Taobao with "Amoy Point" to come, the United States group pushed the "American Regiment Takeout" came, the public comments also as always low-key to come. Are you hungry? The 25 million dollars that had just been picked up by the Sequoia half a year ago, but not reliable news, recently hammered out a billion-dollar strategic investment.

Can foresee, the second half of this year, the field of takeout orders PK will and last year's taxi, the same as the previous years, high in full swing. Online ordering is the last quiet before the storm. I have long wanted to write the field of takeaway, for a variety of reasons have not been written. Now, it's almost the right time to talk about this field in a comprehensive way when it's a bit quiet.

Should the order be "cut meat" or "split meat"?

I didn't know who had a word. Summing up, the Chinese university students Internet entrepreneurship three major areas: social, take-away ordering, scalping second-hand books. The main idea is that these models do not have a big card, no threshold, no resources, and it is an individual can think of. So many of these areas are born of countless grassroots, and then die, non-stop to do such a cycle. Are you hungry? It is basically a knife "stabbed to death" with Men Shi brother "small leaf", and then stepped on its corpse rise. Hungry, but also a little bit of the size of the takeaway site I am, easy to Amoy, home food, meal nets and so on a few, but and hungry is not a magnitude. In view of the developments in the field of ordering this year, it can be said that basically one part, or most, half of the foot has entered the coffin.

About the status quo of hunger, it is said that the turnover of 1 billion last year, this has no I do not know. But according to Baidu index rough calculation, plus the deviation value of the mobile end, the current turnover of conservative estimate how the day should have more than 3 million. Of course, even if it's doubled, it's not a scale to compare with cats or dogs. But hungry also has their advantage--single more high-frequency. Because the takeaway is an extremely rigid demand and is accustomed to dominate, in some more powerful areas, hungry for a day of orders may be higher than all the other dealers combined. How much imagination is behind this?

This article mainly analyzes their business model. Just also said that online ordering is not a threshold, so in fact, we play all the same. Build a platform as a bridge, one end of the user side of the merchant connected. If you want to subdivide the disassembly, are you hungry? This is generally a business model.

As you can see, it's basically a simple model that can't be simpler. If there are any points in this business model that are worth discussing, I think there is only one point of fixed service fee--Is it "cutting meat" or "meat-eating" on the internet?

To know that most of the booking site and business cooperation model is divided into models, generally buckle 5~12%. Sales split pattern is "cut meat" mode, which is equivalent to from the merchant has to the mouth of the meat cut a piece, this case the merchant and platform is opposite, many eyes more short-sighted merchants will encourage users to leave the platform directly calling orders. If the volume of the platform is large enough, then this is not a big deal, the customer will soon return. But at that time at the grassroots level of the small platform, each customer churn is a great loss, and do not know when will return, which is greatly less wonderful.

Are you hungry? In the initial period is also such a pattern of sales, but they quickly found the problem, quickly changed to a fee model, from the distribution mode of sales to the first free and then charge a fixed service fee model. (But given the competitive environment this year, perhaps even the service charge will be spared.) This change will unify the business and platform between the two ideas.

What is the service charge that is hungry? Most restaurants are looking for you to help me bring guests, making money is the king. But since all said is the service charge, even if knows you to this is not the most sensitive, I also must have the corresponding service. The way to be hungry is to develop a merchant's system of merchants, whose name is Nopos. Why call Nopos I forgot, it seems to be no pos (kill POS Machine), also seems to be not a POS (more than POS). I don't say much about the details, anyway. The whole system is a merchant-side order, data, online restaurant management solution, including client software and out of the ticket machine two parts. The application scenario of this system is very reasonable and can be fully adapted to the needs of almost all the access merchants.

After the two points are finished, the merchant and hungry is a system of people. In the service fee mode, businessmen feel that the money has been paid off, everyone bundled together, the unity of purpose, consistent with the external, oh, no, should be said to serve the guests well. Then, after deploying the Nopos system, the boss and his little friends were stunned. Because the entire operation of the merchant process has become quite concise, do not need to write a list, and will not send the wrong address. You know, the demand for takeout, his total amount is basically constant, hungry? In fact, online to the merchants to do a new order distribution, so that those shops in the horns of the shop also increased by the customer discovery opportunities. That put aside will not charge the sort of question, at least the pure recommendation, the platform will be more inclined to recommend more popular restaurant bar, plus the operation is so convenient, every evening accounts are convenient, the restaurant has started to guide their own guests to online ordering. In this way, through the "cut meat" to "meat" change, all platforms will face the "chicken" and "egg" problem is basically solved.

In fact, these two points are not the most important, the key is that these two things hungry do very early. Be aware that it is not so easy to change into a service fee model so that small businesses can pay 4000 at a time. Moreover, this is not only tantamount to cutting their own income, the restructuring of the income model is also related to how to package the whole project problem. It is not so easy to develop a reasonable ecosystem. Many companies in the traditional industry want to deploy a SAP, study for three years, deploy a year, and learn three years. Even the internet companies, some are C round, from the entire back end look miserable. Look hungry again, in my early 2012, the adjustment of the business model and the development of the client, including the company's internal use of the data platform has been completed. In the early 2012, a company that had a few students pushing cars out of school in the 2010 has already had a very high availability of data platforms, and can imagine what the vision and efficiency are.

Are you hungry?

When chatting with a group of TMT or investment circle friends, do you know that I am hungry and the background will ask me why I am hungry? As I said just now, the catering field is a pioneering place for college students, Hungry now COO is also in Songjiang to make a meal site, including myself, It was also because it was too late to make an online reservation, so I found a salary cut that looked promising. Why are you hungry now that you can stand in the bodies of the body, the answer to an entrepreneur's point of view, I also want to find out. Through the experience over there, I can still sum up some of the so-called methodology or elements, share out for your reference.

1, just need to restructure: clear demand and doomed consumption mode upgrade

Direction is quite important. Personally, if a demand can be considered just needed, the project is basically 1/3 (the other 2/3 are timing and team). There is no doubt that what you are hungry for is really just need, which is the most essential requirement in Maslow's theory. Some people say that takeout is just needed, online ordering is not, this involves a consumption of the upgrade. The classic example is that everyone wants a faster horse before the car comes out, and a more realistic example is that you're all TM from Nokia to iphone and Android, and you don't see this as a doomed trend?

In fact, from the essence, do not say QQ this kind of software product that is born by Internet, turn over business history, the internet does not have as many people think of fresh business model. Sina is not a newspaper magazine, the cat is not commercial real estate, Jing Dong is the line of Suning, the only exception is Google and Baidu's search and the information behind the big data. It can be said that the offline mature mode of online refactoring is the largest source of the Internet project. Most of them do not completely create a new thing, but the industry upgrade or consumption mode upgrade, and the reallocation of this resource allocation. Like takeout, the line has been proven to be just needed, and sooner or later it will be moved to the Internet. Hunger can succeed, the direction of the right is not his sufficient conditions, but is a necessary condition.

2, full authorization: Front-line market personnel's high Authority

Are you hungry? To the front-line market personnel, that is, the regional manager of each region has a high level of authority, including cost allocation, background operations. Anyway, give you a goal, give you a budget framework, whatever you go to do it, no, I will give you another area, do not walk people. Plainly, no one than the authority of how much, who said is not necessarily right, everyone to try, according to the actual effect to judge.

In such a guiding ideology, hungry is born a variety of magical talents. For example, before the top sales, beginning is the Shanghai university's regional director. Now is not, in the hungry when the job seems to carry hundreds of thousands of of debt. It took him only 1 months to make the area an annual goal for almost a year with an activity. At that time in order to engage in activities to the budget for a few months, this is not counted, but also put the money themselves. So I can probably see why he's gambling on his debts. Another example is the vice president of Shanghai to take Pengcheng, generally called brother. belong to a typical tendon, let him think some way what, may be more difficult. But let him follow the plan to carry out, the execution is high to be surprised.

But this way is actually not so good copy, as leader first have this measure, and to the lower level too much right itself is a double-edged sword. Rumor has it it's been hungry. Market managers blackmail Business, I think this should still not, but to say that some market managers use their hands to collect small bribes and so on, I do not have too much doubt. In short, authorization or the right to receive, which the degree of the need to control, but anyway, is such a wild let hungry as a grassroots spent the brutal growth period.

3, the data of the push: accurate to the calculation of the human way

Hungry for the push, the core is highly data. It's already been mentioned, is it? At the beginning of 2012, the internal data platform was completed, including POI. POI information is basically building as a unit, with this information, in fact, we can estimate the total number of buildings, together with the market manager on the ground, but also accurate to a building there are several rooms, how many people in each room. In this case, not only can accurately estimate each market manager each wave promotion in the end how many leaflets need to send, but also can clearly show the efficiency of each market manager, each building effective degree. Then it can be discussed at the regular meeting by everyone, sick treatment, no disease and body.

In addition to a few online travel companies, I have not seen many other companies to push the way, but I can say that the way to push the hungry is absolutely unique, because this is only the field of takeaway can do it. What kind of consumption has such a strong geographical qualification in other areas? What kind of consumption can be done in the morning to send a flyer at noon see effect? What kind of consumption can make a horizontal comparison without a crowd? Only food! And because of this high degree of data, Only one day in support of the marketing manager I sat in the office to give the national marketing program.

4, focus on user experience: Leading the company's Apple-style culture

I don't know who told me last time, I'm hungry. Founder Zhang Xuhao (Mark) is small Ma Yun, I almost did not laugh to gush out. Well, if you have to say Mark is little xx, I guess he'd rather be called little jobs.

Hungry? It is a company that worships jobs as a whole, including the leadership, the technical team, the marketing team, and possibly the design team, so naturally it still has a lot of apple flavor, such as attaching importance to the product, attaching importance to the user experience and paying attention to the details. Now I'm hungry. Although some people say that it is not accustomed to, but this grid-array UI is indeed after several revisions to find the best solution (of course, do not rule out the possibility of a better plan, but they should have not thought of). With app development, Mark will focus on the details of a small sign, such as shading.

To make a joke, if a user and a restaurant owner fall into the water at the same time, Mark may immediately save the user, and then take a break and throw a swimming ring to the restaurant owner.

About getting hungry. What can be improved or strengthened now, and then another draft to talk about it. Talk a few words Zhang Xuhao finished. I think the reason why I am hungry can be made, aside from the above four points, and other important unimportant points, the core reason is only one, is a good CEO in the right time to do the right thing. All the investors I have contacted, the media, including myself, have given him a high opinion. It's not that he's a professional in a field, it's purely a gas field, and he has leadership and confidence in the atmosphere. This is rare among the entrepreneurs I have ever seen in the face.