Mostly in the perspective of a big internet company.

In the current situation, the Internet does subvert many industries, including the media, film and television, books, music and so on, and profoundly affect and invade many other industries, such as retail, mobile phones, television, wear equipment, local life services. However, in addition to the local life services listed above, other are relatively standardized products, can achieve cross physical space transmission and asynchronous experience, only the local life service only in local consumption, has a strong localization characteristics, and can only be real-time consumption to achieve the best experience, so the pattern is difficult to replicate in large scale. This is the uniqueness of the local life service and the high barrier. This is especially true of catering O2O, the vanguard of local life services.

Now, to the macro catering or micro-restaurant, the Internet, Internet thinking, O2O these three main body can play what kind of influence and role, especially O2O for the connection line and offline is really true? Next, sand will be combined with some recent exchanges with restaurant owners, as well as their own observation and research perspective to answer each.

1, the Internet can not subvert the catering industry, but with the Internet thinking to transform the catering industry

Only by going deep into the line and talking to the restaurant owner can you really understand what the essence of food is. In a narrow sense, dining may be eating and drinking tea, restaurants are everywhere to attract customers to create profits. But in fact, the real restaurant people do have a culture and heritage, attention is word-of-mouth and brand, the carrier is the dishes and services.

If the catering industry for a narrow interpretation, whether it is roadside pop, small restaurants, or high-end restaurants, internet companies will be equally playing from the line to guide the banner under the line to persuade the restaurant cooperation, of course, can also receive results. If the essence of the restaurant from the perspective of the broad sense of interpretation, we will be surprised to find that such a restaurant, such catering people, their dream to achieve, and is doing, it is the way of thinking in the Internet to do food and beverage to meet user needs, is essentially the same goal, the same.

At this time, as the catering O2O industry line of that link, we should think about how to use differentiated services to meet the needs of different restaurant owners, not just buy everywhere, this is not the use of Internet thinking or want to use the Internet thinking to do catering bosses demand. Similarly, the takeaway is not, the reservation can only satisfy a part. If we want to use the Internet thinking to reform the catering industry, then our analysis of the market framework should also be under this basic premise. In particular, when the Internet thinking in the catering industry popularization, our service positioning how to put the right. This is a dynamic and future-oriented thinking.

Sand water to know a catering person, is the founder of Changsha Celadon 1310, surnamed Chen. He is one of the four major chefs in China Chen Yuorong Master's disciple, China Royal Kitchen Competition gold medal winner. His attitude towards catering business and ideal is: "A lifetime, one thing, must let gu eat out of health." "To this end, he every morning to drive from Changsha to Liuyang home to buy fresh ingredients, but also in the production of dishes have characteristics and taste authentic, small restaurant environment and still planning to continue to improve, per capita unit price within 40, although celadon two stores in general, But the popularity is much more than he had expected: 9 months time to let the first 280 square meters of Celadon restaurant cost recovery, and opened the second 400 square meters of Celadon restaurant, this March is expected to open a third, rapid development. He said that he only wanted to do a good job in this life, so in food, taste, cost-effective aspects to achieve the best, so that users leave a good reputation. His dream is to build Celadon 1310 to become the first brand of Changsha banquet.

From the restaurant concept and practical action of the founder of Changsha Celadon, I have come to the conclusion that, as long as a restaurant with user-oriented awareness, and to implement, focus on product and service quality, dedicated to meet the user experience, even without the Internet this tool, restaurants can do word of mouth, crowded, lucrative, This is the so-called use of Internet thinking to transform the power of the catering industry. But at the same time, sand also want to emphasize that "internet thinking" is only the traditional industry excellent experience in refining, sublimation and summary, applied to the Internet product area before the shine, not a new thing, from ancient times, do not demonize.

2. Internet thinking helps the catering industry to get new, the internet makes the boutique restaurant shine

The beef brisket and Huang Taigi, who used internet thinking to make food, blew up the catering O2O in 2013, the former valued at 400 million and the latter at 100 million. Huang Taigi founder Hering even declared: "In the first half of 2014 Huang Taigi sales to reach 100 million yuan, the future annual sales to achieve 10 billion yuan." "This is even more scared of people in the Internet circles that the restaurant industry will eventually be overturned by the Internet." But Sand has always believed that the elite of the Internet circle after the success of the practice of demotion, their own call "wolf" called More words, will only let their paralysis, by some false self-confidence to cover up the truth.

Carving ye brisket and Huang Taigi success is the internet thinking of the transformation of food and beverage industry, the typical case, but also for the traditional catering trade upgrading and transformation to inject a new concept, providing a new impetus. However, the return to the essence of catering, still in line with the main carrier restaurant, the taste of the restaurant, the environment and services as the core, and then to drive the spread of Word-of-mouth restaurant. All of these are based on the guidance of the Internet thinking to achieve. Carving Beef Brisket and Huang Taigi of Word-of-mouth detonation, on the one hand, because of its product and service strategy success, this is the core Foundation; On the other hand, it is the powerful tool of the Internet, which makes the word-of-mouth of their products spread rapidly in the way of fusion, and it is powerful to the audience of the largest scale So that the brand awareness of a qualitative leap, and almost free, which in the past but to pay a huge cost investment. This is the Internet to the traditional way of transmission of brand subversion, so in order to very low cost to the restaurant and service number of restaurants shine, fame far.

Therefore, the use of Internet thinking to make food and beverage, restaurant should focus on menu tastes and customer service, and even the need to provide beyond the expectations of customers surprise, and constantly optimize the user experience, this is the value of Internet thinking. The internet as the dissemination of information, word-of-mouth dissemination of the most efficient tools and channels, it can help the restaurant to achieve the word of mouth of the fission-type transmission, the user's large-scale growth, the rapid appreciation of the brand. This is the evolutionary logic of having an egg after the chicken.

3, the relegation theory first, after the evolution, the catering O2O pattern will have the new change

The founder of the beef Brisket and Huang Taigi is the internet in Beijing. The two of them in the restaurant in the achievements can be said to be relegated to the practice of success, proved to be effective. As long as you sincerely to the product manager's vision and executive power to find problems in the traditional industry and user needs, focus on products and services, and constantly optimize the user experience, and Internet marketing methods to carry out product dissemination, will definitely have a great grasp of success.

So for the traditional industry, especially the main focus of this article catering industry restaurant owners? Sand that all walks of life have their own product managers, but the level of ability will be uneven. In the current catering market, seabed fishing is definitely made by the top product manager, is fully and deeply understand the internet thinking of a restaurant, and has enough market influence and visibility, is the absolute industry benchmark, this is the sand water before the real restaurant people do.

Whether Huang Taigi or seabed fishing, they have made extraordinary achievements in product and service standards, and won applause. This will greatly stimulate the desire to do Word-of-mouth, brand restaurant to change the concept of imitation learning, and thus from the traditional restaurant thinking habits and practices to get rid of, realize turn around. But in the process, online Internet companies must accept the fact that that is: different restaurants are different positioning, high school low-end will be at the same time, and certainly will be like the bottom of the sea to do the ultimate restaurant, there will be the roadside that low-end small restaurant; and there will be a wave of restaurant closures every once in a while. , the opening of another wave of restaurants. Therefore, we must ascertain the location of different restaurants themselves, recognize the existence of differences, and accept the reality of the restaurant closed down, because this is the catering industry itself, but also a metabolic, evolutionary process.

Therefore, in the catering industry, the reality of the restaurant O2O model will definitely change. In the past, we have focused on online internet companies how to drain the outlet of the online restaurant, and efforts to cut into the restaurant's trading links, realize the realization (of course, this in the current, for most of the catering enterprises are actually effective). However, as the Internet to the restaurant industry further invasion, there will be some traditional food and beverage people to awaken early awakening, and use the Internet way to transform themselves, such as KFC and Starbucks has been on the line of their own app products, used to issue coupons, to provide food booking services. At the same time, most of the affirmation is still in the sleep period do not know, but this is a dynamic development process, to recognize this difference, but also to understand the evolution of the trend behind the opportunities and crises.

At this time, catering O2O business model and service mode will be more vertical, subdivision, professional, personality direction of evolution. If you say group buying is the 1.0 edition of catering O2O, then the takeaway and booking is 2.0 version, and the restaurant more valuable is waiting for the wind to the food o2o3.0 version will be more attractive, that is the customer and the restaurant from the form of connection and self management, the Spring Festival during the Battle of the software has been the beginning of this model of efficiency and freedom. So, the catering O2O in the online companies are not more clear? I woke up this morning to hear about Tencent's 500 million dollar strategic stake in the public comment on the news, the sand water really some not calm, because this kind of marriage's behind really can release huge energy, I as the catering O2O entrepreneur, very concerned also is very worried is after the micro-letter and the public comment whether will have the relation, will plant the next kind of fertilized egg to come out.

In the end, sand to say, as a practice of demotion, a restaurant o2o the field of entrepreneurs, local life services do exist a lot of opportunities, the giant can not taibaodalan, it is impossible to quickly advance. At present, the Giants in the local life service has left a lot of blank spots, there is a time lag, so, see the right, immediate implementation, rapid iterative optimization, just talent may be the biggest bottleneck. About Catering O2O, is now the Red Sea competition, but the scale is large enough, there are niche market space. This article as a sand of food and beverage O2O industry observation, there are repeated emphasis on the place, there is a place to go, just hope that you can re-examine the catering industry from another angle, especially to find the real needs of restaurant owners and the evolution of the path of demand.