Ordering app Burning Money War: 50 percent eating takeout

"Originally the meal cost is 20 yuan, because has the preferential activity to reduce 10 yuan, then uses the micro-letter on-line to pay, then reduced 8 yuan, finally equals spent 2 yuan." "The student who went to school near Wuyang village, Xiao Li, said with great interest the recent meal booking experience in the take-away platform." This kind of crazy subsidy is hungry, the American Regiment sells, the Amoy spot sells the platform to sell fiercely to perform.

In this kind of taxi software burning money behind, the takeaway platform ushered in a new round of "Hyun Fu" moment. The news of a $ hundreds of millions of trillion investment in an internet giant was also buzzing when it officially confirmed a new round of $700 million trillion in funding on the evening of 18th. In the face of reporters in the south, the interview, Hungry no noncommittal, only to say that there is no definitive news.

"Now everyone in the habit of training users, so that users have the stickiness and demand, these take-away platform to enter the normal profit model." "O2O, an analyst at Liu Xiaoyu Restaurant, said to reporters in the south. However, in Liu Xiaoyu view, in addition to burning money, these take-away platform for consumers or catering businesses, are still to do a good job of sticky cultivation.

Burning money War: 50 percent eating takeout

As with the taxi software, along with the investors behind the hot, this round of burning money has not stopped. December 2013, Taobao launched mobile catering service platform Amoy Point, backed by tyrants "Ali", Amoy Point began to smash the market. Return 50% Red Envelopes or is the second single free subsidy, Ali a shot out of the market that is a bloodbath.

Last May received a public comment network 80 million U.S. dollars investment, last August, "hungry" joint media, in Shanghai launched 200,000 free lunch activities, each 20 yuan, a total of 4 million yuan.

Now, the cash to find the "cow" of the delivery platform is still burning money, but the focus of burning money in addition to "powder", but also extended to mobile payment.

Tianhe Catering Business District For example, the United States to sell and hungry to fight inextricably. Are you hungry? The subsidy is divided into two kinds of bonus and online payment of reduced meals. South all reporters try to 72 Street point two meals, the original price of 50 yuan, one package is doing the original price of 25 yuan, the limit of seconds to kill 10 yuan discount, a total of 35 meals. In addition, the use of micro-letter payment, and then relief 10 yuan, the final meal fee is only 25 yuan, equal to 50 percent dozen.

And in this business district of a number of restaurants, are in the online payment can be discounted meal fee discount promotions, such as the purchase of 29 Yuan minus 10 yuan, 39 yuan minus 14 yuan, full 49 yuan minus 18 yuan, 59 yuan 21 yuan, equal to enjoy less than 65 percent discount.

The United States group in the mobile payment of subsidies more severe, the first time with online payments under the single stand minus 18 yuan. If not the first order, you can also enjoy about 6 75 percent discount, such as 30 minus 10 yuan, full 40 minus 13 yuan, full 50 minus 15 yuan.

However, compared to the taxi software in a city "celebrate" subsidy, the takeaway platform will be for different regions or business district to carry out different efforts of subsidies, more targeted.

A Tianhe business district catering Enterprise insiders told reporters, "Not all businesses on the platform will have subsidies, different businesses get subsidies will not be the same, and different business is staggered promotions, some promotions may only do a few days, some will do a two-week." ”

To nurture the experience of users and merchants after the war

The subsidy war makes a platform seem booming, but after the subsidy war?

When the selling platform began to burst red, it began to differentiate two modes. One of them is like Amoy Dot, public comment network, and so on, just for catering businesses to provide a consumer to sell the platform, distribution by the restaurant responsible for the light mode; another such as home food will be easy to eat and so on, with the distribution team, can undertake distribution, each order to the consumer collection of distribution fee mode.

However, as the competition becomes fiercer, the boundaries are becoming blurred. For example, Amoy Point, the United States, although not their own distribution team, but some of the order of the logistics distribution link to the "Life radius" completed, and point me to the use of proprietary distribution and merchant distribution in parallel.

"Light mode in the flow, the merchant will have obvious advantages, while the heavy mode is required to invest in logistics construction costs, its regional expansion by a relatively large limit, but its user experience will be better than light mode." Liu Xiaoyu that the two models are complementary to each other.

Liu Xiaoyu has done interviews with a series of users. "For the heavy mode, each coverage of a market will build a logistics team, but the distribution of food and beverage is different from Express." After all, the current distribution focused on lunch and dinner, so the logistics team how to plan the route, optimize capacity is very important. "In Chen Xiaoyu's view, future delivery may be extended to breakfast, afternoon tea and snack, and may also take the delivery of other products to reduce staff costs."

For light mode, Liu Xiaoyu that the user experience needs to be enhanced. "For consumers to strengthen the next single process to optimize the customer's operating experience, the merchant to help them optimize the order, to help the catering enterprises to optimize the restaurant and take-away production capacity allocation." "In Chen Xiaoyu view, the catering enterprise capacity is fixed, there is a certain conflict between the number of restaurants and take-away, how to find an optimization program is the future of the platform to do."

In fact, Liu Xiaoyu indeed point in the food business heart of a puzzle. "For example, we and the Amoy point of cooperation, the two systems are not fully docking." "Guangdong, a well-known restaurant chain selling distribution in charge of the south, said reporters Amoy points to undertake orders sent over, it also requires manual, confirm whether the order in the store distribution range, order products are still in the store after the sale, and then send the order to the store. "Outside the platform will not take the initiative and you do these docking, but for catering enterprises, we will own active docking, after all, this can save personnel costs." "The person said.

In addition, Liu Xiaoyu pointed out that now outside the platform in addition to cultivate user stickiness, but also to focus on the cultivation of merchants, to help catering enterprises to enhance the level of information.

Focus Extension

Takeout platform bat crowding behind

It is noteworthy that the gold Lords behind this vigorous subsidy battle. Alibaba will be catering o 2O to its brand Amoy point; after the acquisition of glutinous Rice group Baidu Low-key online takeout channel, while the release of independent takeout app, Tencent chose to join hands with the public comments, using its QQ, micro-letter and other social platforms to reach a deep cooperation with the public comments. And the home food will be behind the Jingdong.

The 700 million-dollar gold principal is still unknown, and rumors is hungry for $ hundreds of millions of trillion in funding, which is referred to as the internet giant.

"With the support of the funds, take-away platform to burn, can help the platform for user crawling, for the platform to bring a large number of user traffic." "Liu Xiaoyu said.

In fact, for BAT giants, it's not just the size of the market that sells O 2O. "The core of the internet is who can capture users. "In Liu Xiaoyu's view, you can do a lot of premium things when you're attracted to the platform."

But for any business model, the final count is a profitable one. Although easy to Amoy stars under the easy to Amoy food distribution, but its profit point or more concentrated in the network of the subsidiary. In the easy to Amoy the stars of the C EO Zhang, easy to Amoy stars to do is not just let the food and beverage merchants settled on the site, but to help the restaurant to create the concept of cloud restaurant, that is to help the restaurant to expand the internet market.

"Our goal this year is to achieve 200,000 online clustering customers, order up to 1 million single/day, to help the restaurant increase at least 10% of the turnover." Zhang recently told reporters in south. For the profit model, Zhang only said that Amoy stars will help the restaurant to stay in Amoy Point, Baidu Map, Baidu Takeout, the public comments network, Beijing-east and many other third-party platforms, to help the restaurant on the Internet sales and distribution, in principle, not to the restaurant charges, but to help the restaurant select the platform, will be divided with the platform.

and Liu Xiaoyu that the final profit model of the takeaway platform should be similar to other electric platform, such as sales commission, software usage fee, marketing service fee, etc.

It is worth noting that in this round of the money-burning war, there are also outside the platform did not see the profit of the Dawn was filmed dead on the beach. For example, the former Ali employees in early 2014, the start of the Goose breakfast, at the end of 2014 announced the closure. "To do the time play of the takeaway, vertical class platform competition but platform class, and even if done, the scale is not too big." "Liu Xiaoyu said.

1, last May, the public comments network to a la carte platform "big mouth" capital injection 50 million.

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

3, last September, the takeaway platform "home Gourmet" announced the completion of 5 0 0 0 U.S. dollars in the D-round financing.

4, last September 17, 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.

5. In January this year, the United States Group confirmed the latest round of financing, amounting to $700 million.

6, this January, hungry for a certain internet giant hundreds of millions of dollars of money.