No money on the roadside stalls? So you can play.

They graduated from the prestigious schools, from Google, Baidu, the Chinese Academy of Sciences leaving business, selling pancakes, meat sandwich, roast pig feet, sell ducks. They give up the good treatment of big companies and care about food and vegetables.

In the past year, IDG Capital has invested 15 of new venture projects, and the Peking University Law master Zhang Tianyi's "New Dong rice noodles" is also in it. IDG Partner Li Feng that in the investment project IDG "made two early", one is internet finance, a young lifestyle and young entrepreneurs. "Many people have real interests and idealism, creating a different way of life, consumption, entertainment, and can be more pure effort and perseverance." "Li Feng said.

Another angel investor, Xiaoping, even believes that the shadow of Starbucks founder Schultz was seen in Zhang Tianyi-Schultz could not forget the taste of the cup of coffee, Zhangtianqu could not forget the rice noodle taste of childhood, this is a true entrepreneur should have a great motivation.

Highly educated, thoughtful, capable young people, more and more of the lower-threshold "diligence" in traditional industries has begun to overturn the old idea that China has defied the "lure-selling stream" for thousands of of years – an exciting trend in the field of catering ventures, and the combination of young entrepreneurs and the Internet is bringing about change and creativity.

Li Gongfu to "entrepreneur" that he is learning from Ali and Tencent, how to create their own brand through a product, so that only three square meters of "small hoof masterpiece" as soon as possible to complete from roadside stalls to the transformation of fast-food chain. "Master West" founder Meng from the beginning from the Baidu company's structure, identified as the chef is the research and development manager.

In Baidu more than 10 years of Chibo, think the internet thinking is a good brand, good products, good service. In the more than half of the "Call Ducks" team, they are more willing to talk to the user directly, and positioning themselves as "user operations", and no longer call themselves customer service.

They opened the shop at five crossings, Huilongguan, the humble corner of Soho, but with the help of the network radiation radius, so that people are willing to pay for it from thousands of miles away. They have no more special advantages than traditional catering entrepreneurs, and perhaps the difference is that when the Internet brings about disruptive changes to business logic, they believe in the power of the internet and thrive.

Chibo: "Call a Duck" will become a takeout brand

Chibo thinks, good brand, good product, good service, this is their understanding of the Internet thinking.
Dictation/"Call a Duck" founder Chibo

I am responsible for major events and holiday marketing, in the early World Cup we did a lot of market research, because has been in the life and service links, then want to plan some people and services related activities, but also understand some catering market. I had a friend who made a bar at the last World Cup and made a lot of money, so I thought I could do something for myself this year.

I've studied cooks before. I have an uncle is Baiyangdian people, he began to go out to Hunan, Hubei, 17 years old to do business, is very good at making roast duck, but his marketing of a single product not much experience, I went to talk to him about these things, he was interested in and decided to do together. We had the resources and the formula, and we talked to a few friends and we thought it was good, so we started to try.

There were other things besides ducks, like mutton kebabs. But the problem with mutton kebabs is that if it's not baked now, it's not good to eat. Beijing Roast Duck is a big drawback in selling-it's the most charred when it comes out of the oven. Our products have some differences with it, and simpler than it, do not need to roll cake, dip these complex processes, can be taken to eat directly, it can be eaten overnight, only to be simple heating.

Before the product has come out, we have done some promotion in the secret, found the effect is very good. After the product came out, more people began to pay attention to us.

We are not the same as Huang Taigi, Huang Taigi the main online laying shop, but we will not, do very light. Our practice is to mention or send out, in the shop can directly set up a transparent kitchen. Before we do takeout, and later found that a lot of single can not send over, one is far, but the meal point when a single more dense, there are many customers will say can go directly to fetch, we combine such a demand opened a point, in the Huang Taigi shop next to. At that time I also find Hering chat, Hering was said to want to put the street into the internet thinking of a street, I think it is quite interesting.

In the duck making this piece, we in accordance with the proportion to deploy the package, and then unified sent to the factory to be pickled, pickled after the back of their own baked, by the chef control the heat.

Now we can receive about 100 orders per day, micro-credit and micro-blog is the main channel of communication, the future may do their own official website. Since the store was opened, there were 400 to 500 production capacity a day. We also do the products around the ducks, such as duck neck, duck tongue These, these come out, you can improve the stickiness of the user.

The product of doing everything is definitely a top priority. We now have a single amount of more than 60%, basically eat up most people will eat again, our micro-letter first is a personal number, 5000 to the top can not be added, and now slowly turn to the service number.

Now we are still in a rich product phase, through the repeated purchase of customer feedback for product iteration and improvement, first seize the core users. In the future, we are also wondering if we can build some customer system, for example, wangjing this piece, the user's order is very high, the future may be able to pull these people together to do some social, including offline can be in the Wangjing to choose a Duck King, so he is responsible for collecting the needs of the region.

At present the team has 28 people, the distribution has about 10, the user operates that has 5 person, then will continue to recruit the distribution personnel. I think the first-hand information of customers is very important to us, including our service T-shirts have "ducks go" "with the duck Death knock" such a product culture, there are a lot of specialized companies to do distribution to find us, but we are useless in the early days, may consider the future with the distribution company to try to cooperate.

Our primary focus is on ducks, and in the late period, "call a duck" may become a take-away brand. Because there is still a lot of room for the promotion of take-away services, later, "Call a duck" may be sent to the meaning of a takeaway.

"Call a Duck" was June 18, the end of July financing on the close, financing scale is 6 million. Our investor Wang Zhenglei, he came to tell us that after seeing this brand, he laughed and said that I must invest in this, it is very interesting. In addition to Wang Zhenglei, investors have Mingyuan, the sky map of Zhu Yong Hua.

I think people have been talking about the internet thinking, but what is the Internet thinking? I redefined it: Internet thinking is tantamount to self communication, as long as the dissemination of good, in the internet is not afraid of not spread; The product is delicious, add the brand and service, will form from the dissemination.

Zhangtianqu: Use the media to do the Rice noodle shop

I always believe that food is a bottom of the industry, not the bottom is not fly.
Oral/Bull Hall CEO Zhang Tianyi

This April, the article "Why I graduated from my master's rice" began to circulate online. That was my feeling when I was baking at midnight, when I really had to fall down to tears. Maybe now I can figure it out, but I couldn't figure it out at the time. I always feel that the office workers to go to bed early, what am I still doing here? And then really a sour nose, wrote that article. The articles that I thought I was happy to write were all born in the kitchen.

I majored in finance law at Beida, and most of my classmates went to investment banks and law firms after graduation. We all go to finance, but there is no entity to do what financial? That's what I thought. Later, I wrote the thesis of rural finance, to the southwest poor rural research microfinance, found that is the real Chinese finance.

When I graduated from college, I had opened two dumplings near the school, but I always felt puzzled. At that time I was in the CBD a law school internship, every day standing in the center of the 20 floors of the office, always want to jump down. Because I can't figure out what I can do. I do not like this "tall" job, but vaguely think that open shop may be an opportunity. This time I opened the restaurant, half of it is because I like to eat rice noodles, the other half is because I have done it, my heart.

decided to do rice noodle shop, I almost ate all the rice noodles Changde, finally found a willing to teach me. It was really tough at first because we were a team of turtles, or no team concept. Now we are 14 full-time, with a part-time job of nearly 20 people. Our store has been changing, the first kitchen and now the kitchen layout, equipment are different. Make food and drink is to take root, sometimes I three days not to shop, to this shop is not familiar, always feel not steadfast, must personally cook bowl powder.

In the early days we recruited a college student, and they all complained about the job differently than they imagined. College students are easily infected by a certain value of values, they imagine doing things are internet thinking, big planning, large, big hype, think come here will have all kinds of fun things. But regardless of any position, we have to start from the waiter first. End plate, baking, fried beef, do three months to talk about other. Because I always adhere to, catering is a bottom of the industry, not the bottom of the sky is not fly.

Our team is all over the world, there is no shortage of ideas, toss gimmicks we are best at. I sit here and I can jump thirty or forty of ideas in my mind, so I'd rather learn how to run a restaurant, how to build a team, how to make a good product. For me, these are the ones that really need to be spent on learning. On the contrary, the Internet is not to worry about the booth, and the natural feeling of it.

Now New Dong want to expand, the most disturbing thing is that I can not find so many suitable chefs and shop chief, I lack of a reliable person. On the one hand, Chinese catering workers have no respect for the industry and professional identity, so they often muddle along, feel the same everywhere. On the other hand, in China to make food and beverage, a party B feel very heavy. Party A is a customer and party B is the person who provides the products and services. In France to do food and beverage has a blue belt chef, in China is the new Oriental cook.

So I want to instill the concept of staff is not humble service, we must distinguish the requirements of customers which reasonable, which unreasonable. In the past, the traditional catering industry is what guests want to provide, like Nokia, hundreds of product lines, the last to play their own death. And Apple only do a product, if you want to do this.

What Apple does is demand, so do we. There is a logic in this age that as long as you do something, no matter how small, if you can make it, someone will pay for it. In Beijing, Hunan people have 300,000 to 400,000, compared to Beijing more than 20 million people, this part of the population is definitely minority groups. In the past to do Hunan rice noodles do not know where this dial, so open an inverted one. Now why do we dare to do it? Because through the Internet, can easily gather to these 300,000 people.

Next we have to solve the problem, one is to open a shop, the second is to standardize the product. A lot of people ask, how many stores are you going to open? Usually I would say that when you really understand the impact of the internet on a business model, you won't worry about opening the shop any more. Traditional restaurants have a radiation radius, the only way to expand the brand is to open a shop, the more the store open, the larger the scope of radiation, the more consolidation of the industry status, the higher the brand value. And now we do catering, radiation radius is based on the Internet. It's risky to open a shop crazy, especially for a layman like us. But the internet gives us time to buffer, to do it slowly, to focus more on how to expand the leverage effect.

The online things to do better, first of all, this is what we are good at, and secondly this is 0 risk, even if do not can also use this time buffer, the store to tune. The future of our brand value must be far beyond the real store value.

In China to do food and beverage are faced with two problems, one is high rent, the second is the loss of staff. To some extent, seabed fishing is a good solution, as for other thinking, it is empty talk. Our location logic is first-class business circle, ten-stream lot. Open the shop to the corner of the international trade, the purpose is to save the rent. Now it is enough to cover our costs by selling nearly 200 servings of rice noodles to the Soho store every day. The third store is also being prepared.

Volt New Dong's offline shop as an entrance can gather a single person, through the excavation of the needs of the people to achieve our commercialization. For example, I have more women to eat powder, we can consider to cooperate with the United States. Store customers, more than the majority, so we and the cartoon "Quebec pull" talk about cooperation. Perhaps I shop in Hunan more people, selling and Hunan-related cultural derivatives, we "bully" series of T-shirt sold well. Future Volt New Dong may be a clothing store, a large data company, or a media.

But as to what is specific, now I am not sure. But in this process of continuous overthrow and reconstruction, one thing is clear: all the basics of playing this set of things are not based on micro-blogging, we are selling powder, this is my gener.

Meng: "Master XI" is an internet company

When you think that the Internet is water and electricity, is essential, is your only chance of success, you really have it.

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Oral/Master XI founder Meng

Recently we are in the development of new flavors of meat sandwich, every day everyone in the company said the new product to be online, is the Beta2.0 version. We can't even find a traditional restaurant word to describe the process. Since all three founders, including me, are from Baidu and Tencent, we have done nothing but the Internet.

However, subversion is often generated from the layman, the Internet has learned a useful thing. Inside the company, we divide the product into two parts, first the food itself, and then all the experiences. In my opinion, as long as the business on the Internet, no line lines, including the food itself is the taste of the product, these need to control the product manager. We call the packing of the meat bun the UI, the process of opening the packing is called UE.

Our product division is divided into product groups and research and development groups. At first, my partner didn't understand why he had to do a product department and get an Internet Product manager. But now everyone thinks this thing is very good, this is really the Internet play.

Product Manager is not simply buckle a hat, they are also in Tencent, Baidu did a good job of product managers, but also senior cargo, was I dug. The responsibility of a research and development manager is to lead an experienced chef to develop new dishes. I think it would be useful to bring a structure like the Baidu Research and Development department. Our Product manager in fact and the previous work is very similar, Baidu also divided into research and development groups and product groups, there will be small differences or promote each other, which is similar to their previous work flow, but they do not write code, in our this, they are playing spoons.

The traditional food and beverage industry has been settling for thousands of years. Only its system has been very perfect, do not need to understand the details, too detailed things must find professional people to do, the industry has accumulated a lot of outstanding talent. As CEO, I am more to understand the processing method. I go to learn how McDonald's Central kitchen and store how to operate, join the center how to complete all processing, through the OEM to improve efficiency, to control the procurement, production, transportation costs. From the processing center distribution to each store has a set of distribution system, how to control the management of various stores, product quality and standardize them, is my constant thinking of things.

Before we opened the shop, we practiced the dough and tried it out in different ovens, using 5000 pounds of flour. Our meat is supplied uniformly by Cofco. A large number of mechanization can save some unnecessary labor, strict control of raw material ratio and processing technology, so that production pipelining, so as to ensure that each meat folder steamed bun Taste the same. Now we use the equipment and product taste is through constant trial finalized, we can say, we make meat sandwich process and process, in history is not.

However, the so-called technical barriers are not a barrier, in the final analysis is a matter of time. Technical problems may be solved, beyond the meat folder steamed bun is no exception. I have been holding this idea, so now all the recipes are our own development, but we will continue to research and development adjustments, such as meat, there are more than 30 kinds of spices.

Our team is responsible for the development of new products, on the other hand to upgrade the old products, collect and feedback information, do the iteration every week. Traditional merchant a formula for 100 years, we are different. Maybe someone can copy our taste for this month, but next month I will overtake you, because we are constantly developing and iterating. Others can't imitate the founder's genes because the company has been innovating.

Someone asked me before, what is the advantage of Internet people to do traditional industry? I haven't had the answer for a long time. Communication with the traditional industry will find that they are really 1.1 points of precipitation out, a logistics link is enough for us to learn a long time, including how to ensure that the product to each store of the times, freshness and temperature and other details. Compared to find that they do not have any advantages, see the end of all is inferior. Then I wanted to be clear, when the times are changing, when the Internet is destined to change the world, the ultimate winner must belong to those who believe in the change.

The internet has brought about changes in all aspects, including value chains and business models. No longer have the concept of a customer, replaced by the user. What is the difference between a user and a customer? The customer buys the thing to go, but the user is the lasting communication with you, he does not necessarily pay money, but you must provide him the best service. Through the value chain innovation, extension, in another place to receive money, create another group of customers.

For us, simply opening a shop is meaningless. If we do with a lot of domestic catering institutions, the collection of franchise fee open chain, there is no meaning. We want to do this business in the west, and even around the world, we are also through the delivery of services, online ordering, and so on the way to achieve business closed-loop. In the future, the income of the entity store will be more than the physical store, the entity store heavy asset model will be phased out, or most of the eliminated.

While changing the business model, the Internet is also changing people's consumption experience. The use of some new technologies will enhance the takeaway experience. For example, we are developing a takeout packaging box, so that food preservation of better. We will put the GPS equipment for each take-away car, so that the feeding process can be controlled. And all this innovation, based on allowing users in the shortest possible time to experience the best food and beverage services.

Before many entrepreneurs said that the Internet is a tool, I heard this feeling very worried, if a company according to this idea to do is definitely finished. In the future, the competition between the Internet industry and the traditional industry will no longer be the competition of the business model, in essence, it is the competition of two kinds of different ideologies. When you think that the Internet is water and electricity, is essential, is your only chance of success, you really have it. The internet is a kind of value, is the Tao and the technique, never is a simple tool.

Li Gongfu: After selling 300,000 trotters

Li Gongfu hopes to make his own brand as soon as possible, from the roadside store to the Chinese chain, there is still a long way to go.
Oral/Small Hoof Masterpiece founder Li Gongfu

Selling roasted pig's feet is my sideline. My job is the Chinese Academy of Electronics Research assistant, mainly to do the military aspects of the development, reconnaissance radar, reconnaissance satellites, unmanned aerial vehicles are our scope. But soon I'll be out to sell the roast pig's feet full-time. Now I think, roast pig foot This business can do bigger, on a platform, a shop, put my thoughts and all the energy in the bet, let it explode. Recently, I have been in the vicinity of the five crossing to find a suitable second store, but a shop is difficult to find.

Because of family factors, I started to make my own money early. As a child, my mother used lotus leaves to eat leftover pig's feet wrapped up, similar to call the chicken to do, taste very good, I always remember. In Chengdu University of Technology reading, I found barbecue very popular, girls and especially like pig's feet, but the market on the craft is not boiled is halogen, no one to roast. At that time the school back door also has a sell roast pig's feet, the practice and I imagined a completely different, but sales are very good. At that time, I thought, maybe I could do it in a more market way.

Pickled, halogen, is the necessary steps before roasting, or pig hoof is difficult to tasty. In order to learn this skill, I went to the barbecue shop, halogen shop chores, washing dishes, sweeping, look at their ingredients. Every day to steal a little, the evening to borrow students home again to debug the house. Mentors and classmates are my trial users. After more than 100 repeated tests, the taste slowly stereotypes, everyone said I can go outside the stall, the mentor is also very supportive, give me 4000 start funds. That period of time I do a person, every morning riding a motorcycle two hours to the market, 100 kg pig's feet all rely on my own treatment, to the pig's shell after the removal of hair.

Our school is also famous in Chengdu, a graduate student in the school to put stall, no less questioned, how many pairs of eyes to look at. I often hear a lot of parents in front of me saying: My child is in the school, he now put stall, my children how to do? At that time I push the dining car at the school gate to sell goods, but also often hide chengguan. After being chased by the chengguan a few times, I also want to not give up. But since already came out, the money is the teacher to give, I have not done the achievement to return how to explain.

Then coincidentally, I met a student of East China Polytechnic University, he advised me to venture in Shanghai, and in his name to apply for agency funds. This suddenly applied for 100,000, and so the funds in place, has passed two months, but I am very happy. Because we didn't have much money, we rented one of the most remote shops in Songjiang. I had always believed that the wine is not afraid of the alley deep, now it seems wrong.

I said to him, let's take a gamble and move the store to the curb and try it. Results moved out in a few days, sales rose straight, less than one weeks to sell more than 1000 pig's feet. Our business is getting better as people slowly start to mouth. Later, the customer found us, our video uploaded to Youku, called "Give up white-collar identity to roadside sales roast pig", a day of clicks exceeded more than 400,000.

Then CCTV, Oriental TV also looked for, that period of time every day to cope with these things. Shanghai people are very picky about eating, this on the one hand to promote our sophisticated technology, on the other hand, we have laid a reputation. But in the spring of 2013, Shanghai Huangpu River dead pig drift incident and avian flu, everyone talk about pig color change, our business can not do. June I defended the end of the work finalized in the Chinese Academy of Sciences, leaving Shanghai to Beijing.

To the Chinese Academy of Sciences is probably my most conservative choice, if signed in Xi ' An, Wuhan, I may go to engage in satellite and nuclear submarines, the treatment is better than Beijing. Although there is nothing in Beijing, but still feel that they can break through. After entering the Chinese Academy of Sciences, I went to work during the day and worked on my own business.

As in the past, our Trotters are processed semi-finished products to barbecue, I now consider as far as possible not to rely on the chef, as far as possible with the chef stripping relationship. Just now our supply chain is not perfect, single storefront can, once the scale of replication, it is necessary to consider the central kitchen or processing, foundry, which is beyond our existing capabilities.

In the past few years, I have sold 300,000 pig feet in total. If you want to make quick money, may have already started to join the reason, did not take this step, because I want to do a little longer. The use of marketing and publicity means the same, if not based on the product itself, do propaganda will die quickly, equivalent to the sky building. No matter how propaganda, eventually return to the product itself. The marketing model is only going to be successful in Beijing, where millions of migrants will be profitable without considering two purchases, but not in other cities.

Our five crossing shop is about three square meters, only three waiters. Before there was a "small hoof masterpiece" sign, but Chengguan thought we this sign unqualified, tore down. I also want to know how the absence of signboards will affect our business, and we find that we are still in line. We buy a large amount, in the public comments are five-star shops, the Haidian district ranked first.

At the peak, we can sell 500 pig's feet every day. However, I still want to make business bigger, this era can not use the traditional thinking of business, and now pay attention to a single point of breakthrough. Alibaba, Tencent are relying on a product brand, behind the big, make famous, anything can try. A glass of a fist hit, may not break, but a single point of the past is easy to break through, we also want to rely on roast pig feet to build their own brand. With personal awareness, and then put my corporate culture to push out, stand a flag, attract people with ideas come.

I was worried about plagiarism, but now my thinking is completely different. Customers spend 13 yuan to me here, he imagined how the pig's feet should be, I can probably guess, nothing more than clean, taste good. What I wanted to do after that was that the customer spent 13 dollars, not only buying what was intended, but more than he could have imagined, which might be the story behind the product or the décor of the store. I sell more than just roasted pig's feet. In the future, we must grasp the university student this piece of market, later I publicize or expresses, must be can positively influence the university student Soul the thing.

Roasted pork feet is a trade without barriers, competitors to join, so I have to speed up the financing and transformation of the speed. We have a competitive pressure to postpone the hours of work every day. We now have the technical reserves to do other products, only a good team. Recently there have been investors to find me, but they are more important to the team, we have not built this. In the second half I dug up an old classmate and I venture together, he was Hangzhou Jiu Yang soybean milk Machine area manager. After all, the snack life cycle is limited, the audience group is limited, I hope to speed up the pace, in the tide before the sand to make their own brand, and then transition to fast food.

Nimmu: three cock silk how to sell vegetables

Only truly experienced users of the product is the most valuable, through Word-of-mouth marketing and the ultimate user experience, to achieve online transformation.
Oral/Youth Cuisine June founder Nimmu

Address two major pain points: distribution and loss

Last year, when I was shopping with my wife, I received a message from Chen that I was going to sell vegetables. Next, the window to become empty shell, in the excitement I have been and Chen text messaging, phone chat project.

Because I think it's a just need. Especially for those of us who have been in the north for years, it's not easy to know how to eat a meal at home. Most office workers normal work five or six o'clock in the afternoon, home nearly seven o'clock, then go to the supermarket line to buy vegetables, at least half an hour, back home to wash vegetables, cut vegetables, to eat, at least one hours. It's almost nine o'clock when we eat. After eating, but also wash dishes, wash the pot, such a meal will toss to the evening nearly 10 points. Therefore, most office workers will be outside to eat a little, so roadside mala, rice noodles become the most frequented place, even if they know that these food is not healthy, people also eat not mistaken.

Seeing this just need, we went to the market to investigate. Our target customers are 20-35-Year-old office workers, this group is too big, Beijing 25 million people, target customers even if only one-tenth, there are millions of. And everyone's dinner at least 15-20 yuan per day, this is tens of millions of of the big business every day, the market capacity is big enough, is strong enough just need. September 2013, we are officially determined to do this project. In the process, we went through countless arguments before we finally decided on a main line of thought.

Because it is a fresh business, history has proven that countless people have been planted on this, so we try to light mode to operate.

The day before the online order, the second dish, this model can not only reduce our inventory costs, but also gives us enough time to prepare raw materials. We have solved the traditional fresh electricity dealer's two big pain points: one is the distribution, the second is the loss.

Think of the pattern, next is to determine the location to do the experiment, first meet the needs of a number of targeted users. We chose the location of the Huilongguan subway, a gathering point for a large number of office workers, most of them employees in the IT industry. The best thing about this place is that the Huilongguan subway has only one exit. Chen lives near this subway station and is familiar with it. I and he also here to calculate the specific traffic, more than 100,000 people a day, and calculated from the station to go to the youth dish June carry a package of dishes, a total of time required not more than 3 minutes. Our shop is open from four o'clock in the afternoon to 8:30, during which time, online order users out of the subway does not need to queue, pick up his dishes can go. All our dishes have been cut neatly, yards in the box, both good-looking and sanitary, and convenient and quick.

Conscience quality has always been our principle, through the Yong-Hui supermarket Huilongguan shop procurement of raw materials, young vegetables June to ensure the quality of the dishes. By being on the subway, we lowered some of the costs. March 2014, young vegetable June in Huilongguan subway mouth of the first store official business, we quickly realized the profit, and won the Macan Angel Investment, as well as the founding partner of the Plum Blossom Angel Venture Wu Shichung, nine joint venture investment founder partner Wang Xiao 10 million yuan pre-a round investment.

Get the first batch of seed users

Although we use the line down and down the menu, but the first batch of seed users are actually accumulated online. At the beginning of the stage, we believe that only a real experience of our products users are the most valuable users, through Word-of-mouth marketing and the ultimate user experience, to achieve online transformation.

We use the following methods to direct the offline user to the line.

First of all, online purchase price more favorable. For users, this is definitely a blockbuster.

Secondly, the online dishes are more diverse and rich. Go to the line, may want to eat food for a few days, but the online only need a day ahead of the order, you can eat their favorite dishes.

Third, even the users who buy food online, we have a way to get him to move to the line. The method is to focus on the micro-credit public account, in the public account to enter the purchase of the dishes, will pop-up recipes and procedures. According to the micro-letter to the recipe to cook, so that a lot of beginners who do not cook the cooking.

In addition, by focusing on the micro-credit account, we can express our opinions in the community of our cuisine. According to the user opinion, we will continue to improve the product. For example, we used to make tomatoes scrambled eggs, never the habit of adding ketchup, then a user message said, this dish plus tomato sauce to eat better. After seeing the message, we added tomato sauce to the tomato scrambled eggs in the afternoon. In addition, users can also be their favorite dishes message to us, we will adjust the dishes.

By providing users with high quality service, our first batch of seed users have accumulated. Weekly, the same user return rate will be 2-3 times. The price of our dishes in 10-15 yuan, such as a copy of Pleurotus eryngii pork only 12 yuan, a large vegetable salad only 9 yuan, cheaper than the small restaurant.

Exerting the central kitchen, building the logistics and entering the community

From the very beginning, our position is not simply selling vegetables. Through the O2O model, the goal is to better serve the user, while the most important is to build their own brand.

There are too many alternative modes of fresh electricity suppliers, in terms of products, semi-finished dishes have no core competitiveness, very easy to copy. The biggest crisis we have now is to feel too slow. The youth dish gentleman now only radiates to the Huilongguan subway station near the population, the influence is limited. Next we will pick 15 or so subway stations in Beijing to replicate the pattern and expand population coverage.

But the problem comes out, if the coverage of such a large area of Beijing, we need to build a central kitchen, we need to build their own logistics. The food industry and other different, logistics is too important, the third party logistics can not guarantee absolute quality and safety. At the same time, since the construction of logistics is a huge upfront investment, but the late cost of things, the use of Third-party logistics each cost is very high.

In order to complete a more systematic upgrade, our team has entered six tiger, one of them called Xiao, after more than 10 years of kitchen superintendent, when the judges of several culinary competitions, he led the Central kitchen matters. There is a listed company, the name is not convenient to disclose, he is responsible for the construction of the company's logistics. It's because we want to be big and strong.

In addition, in addition to building a central kitchen, logistics, from the real customer service point of view, the subway mouth at the door still has a certain distance, this is to improve. We have a young vegetable king into the Community plan, and have been in Huilongguan two pilot. The basic idea is to work with community convenience stores, through the form of vending machines, users can pick up food at home. In fact, this is a win, on the one hand we have channels, in turn we can also give convenience store drainage.

At present our biggest crisis is to feel the speed is slow, also want to be quicker. But for a start-up, our model is getting heavier, and we need to be careful every step of the way. I believe that with the strong team and the normal turnover of cash flow, we can do this model well.