Takeout O2O, the advantage end?

The advantages also seem to be just the end, and in addition to the traditional telephone order, there is only more vivid pictures. As for the low price and so on, but now in order to seize the market, take-away O2O are burning money to subsidize the short-term behavior of consumers.

Takeout O2O's blood, seems to have the shadow of the taxi war at the moment last year, the difference is that the latter goal is to increase the mobile payment scene, and the former imagination space is to broaden the scope of O2O services.

The advantage is no doubt, in the telephone booking of the scene is limited, in addition to McDonald's, KFC such a big guy can establish a telephone order center such a tall service system, small and medium-sized take-away telephone ordering is more for the regulars business, only as sales supplement, nothing. and similar to Hungry, American Regiment, Amoy Point and so on take-away O2O platform and app, has a kind of concentrated strength, at least no longer to arrange for a person to specifically answer the phone, remember the customer's address, it is difficult to expand the business of non-regulars and distressed.

Who sells O2O?

The advantages also seem to be just the end, and in addition to the traditional telephone order, there is only more vivid pictures. As for the low price and so on, but now in order to seize the market, take-away O2O are burning money to subsidize the short-term behavior of consumers.

Hundreds of billions of dollars thrown into the outside sellers, in fact, behind a lot of frustration. A friend and I said that from 2010 onwards, each year the target of the wind is chasing the fashionable, vertical electric, buy, app to this year's O2O. But only a fashionable name is useless, and there is a realization scene. The beginning of the rise of the taxi app, in fact, is that this will become the O2O adhesion of the perfect entrance, can play to play but found that in addition to burning money, most of the scene under the taxi app is not as effective as the roadside wave. Finally, Tencent and Ali kill in the mess, it is only with a taxi war done wall ladder, want to enrich the mobile payment scene, increase user usage habits.

O2O also face this embarrassment, VCs are happy to burn money, internet bosses want to break through O2O, but do what good? Most so-called O2O, in fact, did not leave the past group purchase, but added a mobile internet and app skin, apparently no takeaway this local life service is fresh, and the takeaway itself still have just need, the service of the ground merchant is also quite mature, take-away o2o all need to do well integration and ground push, Let merchants upgrade from phone to network.

Thus, in the seemingly "simple" upgrade, the money began to burn, the take-away also began to reduce the collective price. With the low threshold, everyone began to heat the brain hole opened.

But the problem is, just high density to attract businesses, a large number of low-cost take-away, outside the O2O and there is no substantial killer. Only by "minus 6 yuan" to "minus 8 yuan" and other special offers, this imaginary space is still a little narrow. As for mobile internet this layer of skin, it is more meaningful, mobile phone or PC, one can not be less, is really convenient.

The biggest advantage of the phone ordering is the visualization of the rest. Unfortunately, the takeaway is not a big meal, not without abalone, Bird's nest, and usually it is so tempting, most of the dishes can not escape a few fixed dishes, it is really not a lot of tricks to play ...

VCs and internet bosses, at this moment into a dilemma, not to join the burning money queue, is afraid to miss the opportunity to join the group was caught in the cycle of the war. The final answer is left, then burn it, gamble.

The O2O of selling out

In the absence of the killer, even if there is similar to the situation of the World War, there will always be a single number of take-away O2O eventually become the market overlord, but who can insist on burning the money problem.

But takeout O2O still have a big weakness. A problem that has now been exposed, and the same group buying market, the huge ground market and the management of the online platform, will inevitably lead to the actual service industry in the take-away O2O, in the quality of services such as the problem, such as goods on the board, taste too bad, This requires extensive ground promotion and a precise business rating system to measure. But this is not insurmountable, the key lies in the refinement of management, rather than the current state of the simple barbaric growth.

What's really hard to overcome is the big data flow, that is, the real O2O can be intelligent, intensive, in short, is to reduce customer and business between the selection process and time, said the simple point, that is, according to the consumer before the custom and taste, supplemented by the surrounding consumer's regular menu and other data, Smart recommend a nearby take-away merchant and appropriate dishes. Obviously, it is still only a phone order online version or mobile version of the stage, this is Gao. But this is not impossible, although even the very mature traditional electric power, it is difficult to according to customers in the past purchases of goods to achieve precision, but the take-away O2O has a positive, that is, regional, in a small range of choice after all limited, no need to consider the traditional electronic business unlimited goods. This is true, the consumer's viscosity is coming, the killer will have.

But, the current foreign-sale war, the platform still stay in more expand the market face, more to attract businesses, more use of low-cost promotional to "buy" the user link, the focus of their market contention, more is to use the seemingly beautiful line of the number of cities, business share, transaction turnover, etc. to please the wind and the internet behind the big guys, In order to obtain further development of funds, there is nothing to say, but a group of simple cloned clones.

Under such a high fever, the defeat is also fast. A friend and I said, the roast meat downstairs is very good taste, but also door-to-door. I was thinking, in fact, take-away O2O may not need to have a huge amount of merchants to join, in a two or three-line city, according to each kind of different dishes, to find a few taste the best special for merchants, so that they form a market volume, with services and quality to conquer users, viscous nature to come, you do not see, McDonald's KFC, in a small city, on several shops , can also be sold to achieve the city coverage. Of course, the number of mega cities in the first tier will multiply.

Of course, this may be a platform to build a strong security similar to the Express team, and the foreign fast food has done so ...