If China's future new catering giants do not have their own restaurants

If China's future new catering giants do not have their own restaurants, no own dishes, it is only a website, do you believe it?

From the taxi app to the dry cleaning, from home economics to nail application, health care, to the takeaway platform, these O2O apps, often in the headlines, are making instant service on call a reality. It can be said that in the famous after the application of the war, the most popular than the take-away application. The single minus 8 yuan, full 20 yuan to reduce 10 yuan, free distribution fee, drink drinks ... This one or two years, the sale of the site between the various wars raging in full swing, a lot of the Lok bad otaku female, but also fried the whole industry.

And with bat, millet, the United States and reviews have joined the war, by the capital of the take-away industry has a big blowout, we all find ways to use all kinds of means to connect diners and catering businesses, "blockbuster war" as if back to the previous years "Thousand Regiment War" Eve.

If a few years ago the rise of group buying is the first tipping point of food and beverage O2O, now, takeout order is the most favored food O2O development of new areas. The reason why capital is optimistic about the internet in the traditional dining prospects, on the one hand is the bright prospect of take-away, on the other hand, is optimistic about the Internet will become the future selling market commanding heights, control the commanding heights, in the future market to rob more market cakes.

A few happy families worry

It is understood that the current online take-away O2O mainly divided into two categories. One is like home food, easy to eat, such as the so-called heavy mode, not only have their own online booking platform, but also set up their own distribution team; the other is like Hungry Mody, Amoy Point, Baidu, such as only to build platform light mode, distribution is mostly by the catering businesses themselves to sell, they only do a small part of the distribution work.

At present, the domestic market cut into the field of take-away food brands include McDonald's, KFC and Pizza Hut and other international fast-food giants, including real kungfu, seabed fishing, such as Chinese food brands, and now a large number of traditional catering industry and the new era of electronic commerce combined with professional take-away O2O website, such as food, easy to Amoy food , hungry, Amoy point and so on.

The O2O market is widely watched after 2013, peaking in 2014. And before that there are many businesses in this industry plowing, including Beijing's life radius and the point of Hangzhou I am the establishment of an earlier takeaway O2O network. However, due to the regional restrictions, timeliness requirements, the relatively low profit point, coupled with information asymmetry, food safety, logistics distribution, human costs and many other reasons, the general failure rate of the selling business is as high as 30%-40%, the industry is undergoing brutal survival of the fittest. In fact, the elimination rate of O2O industry is actually not lower than the early purchase net: The early "rice is steel" has become a take-away O2O martyrs, and then the takeaway, green Amoy, etc. also gradually disappeared.

Selling outside requires extra manpower, material costs, in terms of the industry average level, a large and medium-sized cities to send meal members of the monthly salary of 4000 yuan, 15 per day to send a single calculation, an average of the cost of a single meal is 10 yuan, if the management costs, logistics costs, almost no profit space. If the daily average of 3000, you need to send out about 200 people, such a large number of labor costs is "mountain pressure."

According to an industry survey data, if a fast food 20 yuan order amount, each commission 5% to 6% calculation (this ratio is already ideal), at least 450,000 orders per month to maintain the balance of payments, that is, a day needs to have 750 orders. But how many foreign-sales networks in the country have nearly 1000 orders per day?

How to avoid the mistakes of the group buying network

Although the O2O market is still difficult, but in the huge market "money" in front of the industry problems and bottlenecks do not seem to block the spread of O2O enthusiasm, or even at all. In the predicament, the take-away O2O how to avoid the previous purchase network, seize the opportunity and stand out?

At present, the main competitor of O2O is not the other platform, but the community localization of fast food restaurants, large stalls, hotels, eating, etc., so the accumulation of resources, do a good job in the Community marketing and service is the focus of the takeaway operation. How to make the ordinary residents of the community feel convenient, let the residents with high income feel value, how to strengthen and highlight the differentiated dishes, is the takeaway business to win the competition key. For example, the community as a unit, the realization of the urban area of the network ordering, through with the local Third-party logistics depth cooperation, to ensure that food products in a single city rapid and timely circulation, distribution.

Without ideas, there is no consumption. For the domestic consumer market, which has not yet bought and sold, the catering market needs to be nurtured, leading to changes in the traditional consumption habits. Through the commonly used marketing means including community marketing, community group purchase, concept marketing, and through video, pictures and other display forms, guide the consumer Lenovo Takeaway mode will bring a very convenient and gratifying changes in their dining life. Also, micro-blog marketing, SNS social media, micro-communication, LBS (location-based services) and other local promotion are to help the catering business to reach the target consumers in the middle, to promote the purpose of the promotion of effective ways.

Takeaway O2O Web Interface user experience is important its fundamental lies in the establishment of user-centric application planning, functional design, interface design, process design and so on, changed by the restaurant unilaterally led, planning, design business processes, from "I want to provide to the user what" into the "user want me to provide what", From extensive display and interactive design to attention to detail, follow the norms, beautiful and convenient design and development methods, and finally achieve the goal of constantly improve consumer online consumption experience.

The O2O net includes restaurant Merchant basic Service (page design, restaurant basic information management, food management, user CRM system management, etc., business processes and services (remote and near-field point single service, payment services, group purchase preferential promotional services, etc.), according to the different types of restaurant industry, The flexibility to combine split components to meet different business processes, and to achieve basic service sharing, service online consumers.

The core of takeaway O2O is service, how does the platform attract restaurants and users? No matter what you do, you must have at least one standard service, and then the user can really use it frequently. If the service itself can not meet the standards, then the interface is not good to do beautiful. Online booking or phone reservations, we can do, but if this meal sent to later, are cool, PC-side, mobile phone client to do a good job again no great significance. The "Last kilometer" service is substandard and the local life service will not explode. If a person orders three times two times later than 40 minutes, he must be very difficult to point to the fourth time.

Grasp the core of takeaway, walk soft and hard conditions must reach the information standard

"The last kilometer" is one of the core of the third nowhere selling, and also embodies the level of logistics, which determines the cost and success of the operation. For example, the same human resources, but the cost of different logistics companies are not the same.

The cost control lies in the dispatch, the key of the dispatch is how to satisfy the most orders with the least manpower least distance. Different from the traditional human scheduling methods, such as fun live food for distribution developed a set of computer-dependent intelligent system.

The intelligent dispatch system is like a network distribution operation center, it connects the client and the meal delivery staff. When a user orders online, system in half a minute will include dispatch information, order information, scheduling information pushed to the meal room equipped with intelligent deployment of the mobile phone, and the location of the delivery staff, delivery time will also be reflected in the client, so that users have a psychological expectations. Through the intelligent system, and the single rate can reach more than 50%, and manual scheduling of the single rate is only 10% to 20%.

In addition, each takeaway is generally sent 15 per day to the basic requirements, but this single volume even for the customer unit price is high (100 yuan or so) of the takeaway network is also difficult to feed the distribution team, and for other customers lower unit price of the business, efficiency requirements, even if each of the delivery staff more than a day can send 30 single, But it can only feed the distribution team. The overall profitability of the company has to continue to increase the total number of the company.

But it also shows an accepted fact: it is hard to make profit by catering, and how to use the intelligent IT system to activate and utilize the 4-hour food and beverage distribution outside the peak hours is crucial, and to expand and diversify the category is a must.

In addition, in the food and beverage logistics, not only is the route of the problem, the different kinds of dishes are usually on the logistics walk conditions have greater requirements, such as the size of food boxes, targeted equipment. Therefore, to do the "last kilometer" end of service, intelligent, personalized and portable soft and hard facilities, conditions must reach the industrial level, information standards.

Of course, catering take-away O2O after all is a new thing, the industry needs to continue to explore and try.