Multi-party wrestling selling O2O logistics and pushing team into competition

The successive listing of Beijing-east and Alibaba means that China's Internet access in the field of "shopping" is basically over, and both sides are turning to the next big entrance.

There is an old saying in China that food is the day for the people. Having a large amount of "eating" naturally becomes prey to the eyes of the Internet hunters. April Foreign online take-away companies GrubHub, JustEat and other high premium IPO, let the market see the value of the industry. In this push, Alibaba, Baidu, the United States, the public comments and other giants have been overweight, the online market for the enclosure of the competition quickly launched.

is the commercial value of the online takeaway industry limited to takeout? Obviously not, the biggest value is that the company is involved in the sale of this category to the layout of the Community business portal, which is the future of online takeaway industry practitioners.

In the near future, take-away food platform home Gourmet will, easy to buy tens of millions of U.S. dollars, respectively, will be in the sale of O2O enclosure war continues to climax.

If the Low-cost model of group buying is difficult to obtain the long-term "to join" The merchant level, O2O is due to the market prospects, by the capital favored, the giant into the Bureau and competition intensified and other reasons for concern.

Industry observers said in an interview with the Daily Economic news reporter that in this war, Baidu and other giants of the service model is a single, traffic is the main selling point, and the United States to sell, hungry, and so on behalf of the medium platform competition is expected to affect the industry pattern.

Medium platform competition intensifies or will change patterns

May this year, hungry to get from the public comment network with both investors of 80 million of dollars in investment, both sides said that will be in the catering field of merchant data, takeaway services and platform traffic three-dimensional docking integration. At that time, the public comment network vice President Jiang Yuping said, restaurant types and grades vary widely, the expansion of the sales business is not more difficult than group buy low, such as the next single experience and logistics and distribution factors will affect the user experience. O2O analyst Huang said, with the public comment on the cooperation, the direct competition has been hungry for the independent foreign sales site to Amoy Point and the United States to sell and so on the platform to fight traffic.

Recently, in the "Daily economic news" reporter interview, Huang foreign sales O2O industry pattern described, Baidu takeout into the market later, from its development shape and the existing scale, and Alibaba (hereinafter referred to as Ali) Amoy Point can not be compared to the next. For these large platforms, the takeaway business can be seen as a business expansion of Baidu and Ali, trying to succeed or fail has little impact on the main industry. Compared to that, the United States and the group to sell, hungry, etc. are in the medium platform to grow into a large-scale platform for the acceleration stage, the takeaway business has an important strategic significance, both are now in the depth of deployment, the competition for exclusive merchants has become increasingly fierce, the future of the industry pattern will also have a

"The United States and the public comments on the strategic focus of choice, there has been a significant difference." Huang analysis said that the United States now focus on grasping users, is going through the brand relocation, hope in the hearts of consumers from group buying to the consumer platform for life; the public comments on the user's training has been relatively mature, but to the merchant side of the excavation to be strengthened, one of the reasons for the successive acquisition of ERP manufacturers is to enhance the stickiness with the merchant, The connection is precipitated downstream. Although the intention is very good, but with the ERP vendor data docking process is still a challenge.

Self-built logistics system becomes "necessary condition"

How big is the plate in the O2O market? Domestic players are multifaceted, foreign people have tasted the sweetness, such as the United States GrubHub and the United Kingdom JustEat are now ipo,grubhub the current market value of 2.8 billion of dollars up and down.

"Daily economic news" reporter noted that domestic and foreign selling O2O market is mainly divided into two operating modes, namely, information delivery and logistics distribution type. Among them, the information provided platform a bit I bar, a good meal network, hungry Mody, etc. logistics and distribution platform has a life radius, home food, easy to Amoy food. With the development of the industry, the demarcation line of the above pattern is becoming blurred: Hungry? Start to build the distribution team, point me to the use of proprietary distribution and merchant distribution in parallel, the life radius to undertake the Baidu and the United States to sell some of the merchant order distribution work.

Analysys International analyst Liu Menglei told the Daily economic news reporter that two models from different angles into the take-away O2O market, information delivery platform of the volume is lighter, focus on the team to the shop and the acquisition of online user traffic, logistics and distribution platform volume is heavier, the development of shops, users at the same time, Also to establish a service efficiency and quality control is very complex distribution system, enterprises need to separate a great deal of energy management. From this point of view, the market development is immature, some of the Platform Chamber of Commerce distribution services to the offline shops or Third-party distribution system completed, when the market development gradually mature, "there must be manufacturers gradually cut into distribution services to obtain a better user experience, to win greater benefits." ”

Huang added that the single provision of meal information and not responsible for participating in the distribution link, not only can not control the quality of service, not enough to form a trading closed loop. From the perspective of the long-term development of the industry, information delivery and logistics distribution two links must be coordinated, and the distribution link to the selling platform and the merchant, the user at both ends of the direct communication role. The convergence of these patterns will be more pronounced in the future.

It is noteworthy that he points out that for the takeaway O2O business, since the construction of the logistics distribution team is not necessary in foreign countries, it is the necessary condition for the continuous development in China, and the reasons for such differences include: the acceptance degree of users and merchants, the payment habit and the professional degree of the third party logistics, the order carrying capacity, the service limitation and the quality. In addition, from the information visualization level, GrubHub already can through the app built-in map to the user real-time show the location of the distribution, domestic delivery platform, although also intends to enhance information visualization, there is still a larger space for improvement.

Offline team will focus on PK

According to billion European network reported that a recent call "picky eaters" of the hot pot take-away distribution platform to get millions of Yuan angel investment, characterized by the first through its own distribution team to the restaurant and distribution, and then through the provision of sit-down before meals, after dinner tableware recovery, such as a series of services to the user charges.

Talking about this approach to the market in a particular segment of food, Huang told the Daily economic news reporter that if only focus on the development of the market, imagination Space is limited, "doomed to be ' small and beautiful '", eventually or to return to the mass market to seek greater development. Considering that the user can accept this kind of consumption way usually has certain economic strength, the late line team such as the construction is perfect, also possibly has understood the user Demand Foundation, does with the Community O2O related matter.

He analyzed that the current O2O business model for 2B (merchant) and 2C (user) both ends of the charge. In particular, the client may charge a certain distribution fee, the merchant end of the main charge order Commission, shop entry fees, advertising costs, such as the platform is responsible for distribution, but also to the merchant to collect some distribution fees. In the future when the industry pattern gradually concentrated, the emergence of "big players", the pure "traffic" information platform lack of core competitiveness, the living space will be further compressed.

Huang that, because the information delivery and logistics distribution of two types of models in the development path of the difference is obvious, the former is "first wide and then deep", the latter is "first deep after the broad" (breadth is the city coverage, depth is the density of a single city). In the context of the gradual convergence of business models, the downward competition will focus on the team capacity of the indicators, in other words, it is precisely because the above path in the operation of ideas and the level of awareness of the market there is a difference, leading to a real understanding of the expansion can be deeply tied too few people, the industry to dig people common phenomenon, "now has been to the ' Rob people ' stage ”。

Liu Menglei also said that the current take-away O2O market gradually formed a scale, how to seize the users and shops online catering industry demand point and provide a full range of services, will be the key to the platform to win the market, solid line under the team is to support the development of "indispensable factors."

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Practitioners say

O2O outbreak Year: Sword refers to Community business entrance

Every journalist Ye Shuli from Beijing

It circles many people have a consensus ――it circle Next Generation "Taobao class" volume of the field in O2O, and in the visible future, the biggest opportunity may sell O2O.

In fact, this year, Alibaba, Baidu and other giants as well as hungry, the United States and other groups have sold O2O in the field of Horse Rodeo.

Is the biggest commercial value of takeaway O2O in the "takeaway" for participants? "Daily Economic News" reporter (hereinafter referred to as NBD) exclusive interview is Hungry? Co-founder Kangjia, from the practitioner's point of view to comb the take-away O2O industry development of the past, present and future.

Two kinds of value-added value support takeaway O2O

NBD: Takeout itself is an old business, why this year's take-away O2O industry suddenly erupted?

Kangjia: The first is technology push. Because of the O2O industry, b-side restaurants scattered, and C-end users also dispersed, mobile internet can be both ends of the fragmentation of organic docking. Second, there are start-up companies in the exploration of the relevant business model to make, and foreign peers such as GrubHub, JustEat, etc. in April, the listing, triggering a business, investment both sides of the market's great concern. In this context, Alibaba, Baidu and other giants of the intervention, it helped push the tide.

In addition, the 2010 group purchase on the B-end business market education is also a supporting role.

NBD: Is there a direct relationship between the outbreak of O2O and the nature of the industry itself?

Kangjia: This year, with Alibaba, Beijing-east and other listed, the basic declaration of "buy" the Internet work is completed, under which, we will naturally think about the next wave of internet problems, including "eat" The life level of the industry to become the focus of Internet.

It is worth noting that the largest in the field of O2O is catering, after all, the largest line of Chinese streets and alleys is a kind of online outlets is the restaurant.

Large scale, just need, high-frequency consumption, and we feel that an entrance has a great strategic value, so the takeaway O2O naturally became a military battleground.

NBD: What is the value of online takeaway to B-and C-end to support its sustainability?

Kangjia: Generally speaking, there are two kinds of value added in online takeaway.

The first is the value of information. There is a "custom" process in the takeaway, and there is a natural attribute of asymmetric information. For example, on the client side, the traditional takeaway mainly has the following 4 pain points: In order to call takeout, the user can not find enough of the take-away shop information, the hands of the existing menu did not update the information in a timely manner, the telephone booking is often busy and waste time;

For the B-terminal, there are also many problems, such as the location of the store due to the space limitations caused by insufficient coverage, the relevant preferential promotional information can not be directly and comprehensively delivered to the user side. Through the Internet this information platform, can effectively spread flat B and C end of the relevant information gap, so as to enhance the B-end and C-end communication between the efficiency.

The second is the value of the tool. To put it simply, when online takeout is an alternative to the Internet, users can order meals anywhere, breaking the limits of time and space.

NBD: Can you be hungry for a case, introduce the current customer base structure of the online takeaway market and the future new customer base?

Kangjia: Hungry? The first customers are college students, the second group of mainstream customers are CBD business circle white-collar workers, of which the former accounted for more than 60%. At present, the entire industry's customer base structure is almost the same as the two groups of people mainly.

Are you hungry? Start in the one or two-line city to try to open up the Community market, such as CBD white-collar workers, night will return to the community, and the best business on weekends.

The age structure of the client group was mainly young people, among whom the 18~30岁 age group accounted for more than seven or eight.

The customer base structure may not change much in the foreseeable future. Overall, the proportion of these two major customer groups may fall moderately in the future, there are three reasons: first, the company intends to open up other people; the second is accompanied by the delivery of O2O industry standardization and service promotion, customer base coverage will also expand; third, with the advance of time, the current group of mainstream customers age and the extension of the habit, The customer base for online takeaway will also expand.

For the entire takeaway O2O industry, the most to be excavated customer base may be the elderly group. Now the main barriers to market development is the use of habits, as well as the elderly to sell the category requirements and the two major mainstream customer base is very different.

Three-stage transformation "one kilometer micro-electric dealer"

Nbd:5 months later, hungry? To accept the public comment on the network after the expansion of investment, Baidu Takeout online, the United States and the rapid pace of delivery of the group, why is this node in the industry suddenly speed up?

Kangjia: For example, be hungry. First of all, the industry gradually mature, especially in April GrubHub, justeat successive IPO success, the industry's commercial value really presented; second, including Baidu and other giants such as large-scale entry, increased the competitive pressure; third, May Hungry Mody accepted the public comment net 80 million dollar investment, With financial support, the experience of the public comments also shows that in the industry, the node, if still conservative to go, may miss a lot of opportunities.

NBD: Are you hungry when you expand? What are the criteria for choosing an expanded target area?

Kangjia: The main indicators are the number of target area, consumption capacity, number of restaurants, restaurant service quality, passenger flow, stock market situation, etc.

NBD: In the industry expansion enclosure at the same time, we also note that online take-away competition, there are a number of different voices, such as some restaurants in order to get more subsidies from the platform to organize the brush, the competition brought about by the increase in wages, the user complained that the price of low quality and poor problem, How do you think of the situation, even if a front-line pusher of a foreign-selling company is occasionally exposed to fights in order to rob customers?

Kangjia: Takeout is a highly non-standard industry, practitioners miscellaneous, this phenomenon existed before, but also will exist, but the proportion is very small. In general, this is a problem in development.

NBD: From the perspective of stage theory, in the development, the company must face the problem of constantly repositioning. To be hungry, for example, the development of O2O industry can be divided into what several stages? What are the characteristics of each stage?

Kangjia: The industry ecology can be divided into three stages roughly. The first stage is the restaurant from the distribution stage, is mainly the stage of information value, that is, the main restaurant from the distribution, takeaway platform mainly as a product provider and the flow of the import side.

The second stage is to perfect the ecological system of takeout order. At this stage, the O2O platform will intervene in the offline distribution, to provide distribution to restaurants with insufficient or no distribution capacity, thus expanding the coverage of take-away restaurants, especially in high-end restaurants that are rarely involved in takeout.

Our idea is to do a logistics open platform, including their own logistics as well as third-party logistics companies, through a set of rules of the game to form a short distance logistics "rookie", and open to the merchant, through this short distance logistics will b end and C-terminal organic connection.

The two phases are cross. At present, for the hungry, the first phase of the task has not been fully completed, such as the university market did almost, but not all covered, and now the CBD, Community market is still worth digging vigorously. But overall, hunger is now part of the second phase.

NBD: What will happen to the market after the short distance logistics platform is successfully built?

Kangjia: We may start in the second half of next year to do the third phase of the work, namely ecological construction. By that time, on the basis of short distance logistics, the takeaway ecosystem will be transformed into a similar electrical quotient of community commerce. Whether it is to eat or use, such as driving, home economics can be through this platform to provide one-hour service, thus becoming a kilometer of micro-electric business-oriented companies.

Some ideas for this stage have not yet formed, such as will not replace the convenience store, will not extend a number of new business forms. But it is certain that this kind of capillary company will probably with Alibaba, Jingdong and other backbone network companies to form a complementary overall; at the same time, take-away O2O Company and Community 001 and other community O2O, net and other classified information sites such as the company's business, the intersection will be more and more high.

Match Line Online

NBD: What are the similarities and differences in market size, route selection and so on in domestic online takeaway companies and foreign countries such as GrubHub and JustEat?

Kangjia: In general terms, China's market is bigger, but also more complex. This complexity has two dimensions. First of all, from the category, said China in the "eat" level more diversified, there are cuisines, regions and other differences, relatively speaking, the United States and Europe in the "eat" aspect is more unitary, and secondly, the industrial chain is not the same degree of improvement. Comparatively speaking, the market economy is more perfect in Europe and America, each link is more mature.

In a way, I think this immaturity is a good thing. In the early days of entrepreneurship, U.S. and European counterparts more easily to make money, but when the company developed to the later stage of ecological construction, foreign counterparts because each link is more mature, it is difficult to extend the tentacles longer, and in China, because such as payment, logistics, etc. are not too perfect, this wasteland need to bear more responsibility, of course, the return is greater.

NBD: What is the main profit model of the O2O company which is represented by the hungry now?

Kangjia: The theme of this year's industry is expansion, so less discussion of profitability, as the 2012 platform-type electric dealers in the expansion phase, as Liu said, the current discussion of profitability is not appropriate.

Currently hungry for the profit model, including to the middle and low-end businesses charge annual fees, high-end merchants charge 15~20 Point of Commission and so on. NBD: How do you view the pattern after the World War, when an industry is slowly maturing after the war?

Kangjia: Online take-away platform manufacturers, may end up leaving only one or two, and even the most likely to leave a home. Perhaps by next year, the battle will be largely over.

NBD: In this competition, how to see the competitiveness of hungry?

Kangjia: Hungry now occupy nearly 70% of the market share, but the U.S. regiment of Takeout, Baidu and other sales are also exerting force. Relatively speaking, the industry is hungry for competition pressure mainly from the United States Regiment, not Alibaba, Baidu and so on. American Regiment, Hungry Mody is a kind of O2O ability, is the line and line under the ability to cooperate with each other.

Can NBD:O2O ability be understood as the ability to work online with the line?

Kangjia: Indeed, such as the recent community O2O manufacturers Ding dong Community contraction strategy, the core reason is due to offline ability and online expansion of the gap.

NBD: Imagine, to the industry pattern was set down. If the last remaining is hungry, then ecological, the company's possible maximum competitiveness will not turn to data operations, such as Alibaba now?

Kangjia: So, especially after the ecology, the development of business models may depend more on large data. Are you hungry now? Data sets are also set up below the product department, although the primary task is to collect data in a relatively rudimentary form.