Internet and catering, fire and iceberg collision

On the one hand is the dismal decline of traditional dining. South Beauty listed in the failure of the main, the total number of the third year revenue decline, Xiang E love from selling trademarks ...

On the one hand, the ordering of the app continues to receive huge financing. Are you hungry? Get 350 million dollars in e-round financing, the United States network completed a new round of 700 million U.S. dollars financing. Lei investment "I have takeout", Ali "Amoy Point", Baidu take-away these giants also squeezed in.

There are still plenty of wealth opportunities in the stagnant catering industry, but the "eating" approach has changed as a result of internet intervention.

Order a takeout on the phone.

Not long ago a news sparked public concern: South Beauty founder Zhanglan assets were frozen, Kuoshao ridiculed "steel coins are gone."

Zhanglan The reason why "steel coins", the root cause, is the high-end catering industry and even the traditional restaurant industry recession.

In stark contrast, some of the food-eating apps made by non-catering workers are now doing well.

Now, casually in the circle of friends yell "who often in the app point takeout", immediately someone raised their hands.

Xiao Wang is a dead house + takeout control, never cooking, three meals a day by the take-away feed; Ginger is a working family, two or three days a week to change the pattern called meal, in the office side to see the video while eating lunch; Xiao Li is a student, often because of indulging in the game Miss Canteen rice, hungry to open mobile phone app point Takeout, and then continue to play the game.

Overnight, the ordering app is poking at the user pain point.

2014, the ordering of the app into the "year." Hungry, American Regiment and other enterprises limelight outcrop. After the giant followed, Baidu Takeout, Ali point successively admission.

Ordering app and takeaway site, is seen as a taxi after the software, another flow of the center of looting, capital also fiercely smashed in. 2014, "Home food" announced a 50 million dollar financing, "line Line 0" announced the financing of 30 million U.S. dollars, lei investment "I have takeout", "Life radius" financing 50 million yuan, is secretly starting a second round of financing.

Among them, two 85 after the young people created the "Hungry" is the first launch of the takeaway site.

6 years ago, Zhang Xuhao and Kangjia in Shanghai Jiaotong University dormitory playing games, because hungry to eat, the initiation of the idea of doing takeout. 6 years later, January 28, 2015, hungry? officially announced to obtain 350 million U.S. dollars in e-round financing, by CITIC Industrial Fund, Tencent, Beijing-east, the public comments, Sequoia four with the vote.

The same year, hungry for the hurricane, from the beginning of the year 20 cities to expand to the end of the 250, the equivalent of every two days to win a city, the staff from 200 to 4000 people.

Kangjia predicts that the real climax of the takeaway will come in 2015, so it's hungry. Just set up from the distribution department, to from fast food to high-end catering coverage, to promote the future of all restaurants will provide takeout.

Group buying becomes "cushion scene"

In this craze, hunger is just one of the limelight. Its opponents are strong. The most close to melee, is the United States Regiment.

American Regiment in 2013 cut into the takeaway market, there is news that the United States Regiment "3 years to smash into 1 billion."

Before the sale, the United States group mainly to do group buying, is a few years ago, "Thousand Regiment War" survivors one.

As for why the takeaway? Wang Huiwen, the head of the group's takeaway business, said that in the catering industry, group buying resolved the "province" demand, takeaway to solve the "lazy" demand.

A few years ago, group buying was the first way to change the internet in the catering industry. Discounts, low prices for diners are in pursuit. Group purchase also solves the traditional dining display problem, the corner of the restaurant can not be afraid of the alley deep. Restaurants have rankings because of diners ' ratings, which is a benefit for those who fret about what to eat.

Before the 2009 before and after, hungry founder Zhang Xuhao and Kangjia just began to explore entrepreneurship, then the catering industry neither after group buying baptism, nor through the baptism of takeout. "Restaurants and the Internet are almost insulated, many restaurants do not surf the internet, and tell them what we do is not clear, at that time, every restaurant we have to run twenty or thirty times, with the boss dead grinding." "Kangjia said.

After a wave of the groundwork of group buying, now take-away in riders, the influence of the internet on the catering industry also deep marrow.

On the one hand, the Internet to bring customers to the restaurant, on the other hand, the Internet hardware and software systems to help improve the efficiency of restaurants. More importantly, the Chinese have some new habits in eating. Some people gradually develop the habit of ordering takeout, businesses also have to send out the sense of delivery, from the meal mix to packaging distribution, gradually improve the link.

Moreover, in the combination of the internet and the catering industry, the internet has never crossed the food and beverage production, which has eliminated the basic obstacles to the cooperation between the two sides.

Traditional catering bosses are incorporated

Old Gao is hungry? The first restaurant owner that was set up when he started the conquer. Zhang Xuhao and Kangjia accompany him to swim, eat, Ruanmoyingpao won this customer. Cooperation more than half a year, the old job to make money. After more than a year, the old high transferred the shop, full-time join hungry.

Kangjia said, can obviously feel the traditional food to the internet attitude change, "some international chain food, 2014 years ago ignore us, the founder did not see, in the second half of 2014, they volunteered to come to the door." ”

The idea of traditional catering industry practitioners has changed. KFC, Burger King, seabed fishing, Abdul-bian stove, such as chain food also introduced or strengthened the online meal delivery service. They are either in the third party booking platform, or using micro-blogging, micro-platform interactive direct marketing, or self-built brand sites and mobile apps.

2014, the national catering business total 2.876 trillion, an increase of 9.7%, compared with 2013 's historical minimum growth rate of 9% has rebounded. Feng Engue, vice president of the Chinese Culinary Association, said that the growth in the use of the Internet by catering enterprises, exceeding the growth rate of business income, could not be done by the Internet.

Regarding the internet and the traditional dining relationship, Meizhou Dongpo chairman Wang Gang recently said in a forum that the Internet is a kind of sustainable productivity that can serve the catering industry. Standing on the Internet enterprise's point of view, called the Internet catering industry, standing in the catering industry, called the catering industry Internet.

"The total word, as long as not with the Times is called the tradition, with the Times is called the contemporary, and each industry should do the contemporary industry, catering should embrace the Internet, this is a compulsory course, otherwise you are very dangerous." "said Wang Gang.

The Other Side

Traditional food reflection: buy No Play

In the collision with the Internet, the traditional food gradually have some ideas, know how to use the Internet, but also know how not to superstitious Internet.

Transition to Mass Catering

"Eight provisions" after the introduction of high-end food and beverage encounter cold, at the same time, buy, take-away, including carving ye brisket, yellow taiji pancake and other forms of internet quickly accumulated word-of-mouth effect. Upon seeing it, high-end catering is no longer on the end, turning to the public.

NET Elegance originally positioned high-end catering, starting from 2013 to start a comprehensive layout of hot pot, group meals, fast food and other popular brands, said the next three years, the public catering in the group's income ratio will be raised to 70%-80% of the share, thoroughly change the high-end catering accounted for 90% of the status quo.

Qiao Jiangnan has also been trying, at present can be hungry, and so on to order a meal on the website set to the southern beauty of the take-away.

While turning to mass catering, the common choice of these restaurants is to focus on internet marketing. such as online payment, booking, ordering and other environmental design, Qiao Jiangnan, gold million, Meizhou Dongpo, small Southland and other high-end food enterprises are trying. In this respect, skilled seabed fishing marketing, fan management, Word-of-mouth communication for their reference.

Group purchase brings harm

Aim at the mass market, but it does not mean that you must lose money on price. Business to the Internet play also has a certain bottom line.

Jiangnan Senior Marketing Director Zhao Xigang last July, said in a salon, group buying to traditional businesses hurt too much, the current whole South beauty group buy ratio under 6%, this level is the lowest point in history.

Shandong Home Chairman Yinjiangpo not long ago on the topic of "group buying", said, for catering enterprises, and then buy, is absolutely "suicidal behavior."

The consensus in the industry is that large-volume group buying platforms can indeed bring a large number of users to traditional businesses through low prices, but it is difficult for users to convert to two times to shop. This caused a lot of restaurants "do not buy without a passenger flow, with a group purchase no money to make" embarrassment.

Yinjiangpo said that China's catering industry has entered the era of meager profit, labor, materials and other costs continue to rise, the profit space is getting smaller. The use of profit to change the flow of the way, has been unable to bring steady flow of business and other practical benefits, but to become a pure concessions. 70% customers to shop after buying coupons data, is the best proof, catering industry marketing needs new thinking.

Extend

Catering Takeout is "a little messy" right now.

After the advent of Internet catering, new food safety problems emerged.

Last year, there are Zhejiang media exposure hungry Mody, the United States to sell, Amoy points, such as illegal operations, ghost restaurant and unlicensed black workshop infiltration booking site. December 2014, the Hangzhou municipal Trade and Industry Bureau of the Internet "black takeout" event to make a penalty decision: "The United States to sell" a fine of 28,000 yuan, the "Hungry Mody" site investigation, and ordered "Amoy Point" site rectification.

The vice president of the Chinese Culinary Association, Vaughn said, in the new industry, the current catering service is very active, but in the external service industry, food from production, processing to enter the consumer groups, the middle of the supervision, including transport methods, testing standards, time constraints and other standardized attempts, are worthy of attention and research.

Vaughn Aid to Beijing News reporter said, the current problem is: As a catering service provider, the delivery of the website need not to receive food and beverage service license? Send professional technical, what temperature, what kind of packaging, the distribution process of food spoilage, these are not service norms, and once the food safety problems, consumers are looking for distribution or restaurant, the responsibility to define also difficult. Reporter Li

Ordering App Financing

May 2014, the public comment network to a la carte platform "big mouth" capital injection 50 million.

May 2014, the public comment network 80 million U.S. dollars to buy a meal booking site "Hungry Mody."

September 2014, the take-away platform "home gourmet" announced the completion of the 50 million-dollar D-round financing.

September 2014, Yi Tao Food announced that the B round of 20 million U.S. dollars in financing, the investment party for the New Hope Industry fund.

January 2015, the United States Group confirmed the latest round of financing, the amount of 700 million U.S. dollars.

January 2015, Hungry announced a 350 million dollar e-round financing.