The "Cat and Dog" war mode opened in the field of takeout

The year old flower is similar, the year old person is different. The war in the Internet industry has also seen a lot of similarities and differences between the ages of the year.

What I want to say today is takeout. With the first half of the 2014 GrubHub in the United States listing, the U.S. Regiment take-away, Amoy point, such as intervention, domestic and foreign sales industry in a very short time to become a big hot money.

Outside the field of hard work for many years hungry mody in just a few months to get 80 million U.S. dollars, 300 million dollars two rounds of financing, and sitting on the huge flow of the United States to sell PK outside the big six months, the two sides to start thousands of people team, the month burned billion competition mode. Amoy point This development path slightly tangled, but according to insiders said, 2014 hit a lot of money.

If you think that burning money is a "coterie game", then you are wrong, the capital is in pursuit of a subdivision industry. January 19 Line Line 0 announced the financing of 30 million U.S. dollars, September 2014 home Food Exchange was financed 50 million U.S. dollars, December, life radius financing 50 million, Lei also invested in "I have takeout."

Look carefully, hungry, the United States to sell, Amoy point is a typical model to do the platform, through a large range of short orders and active number of users, and then further deep excavation subdivision areas. The use of a typical Ali platform of the road, that is, "cat" mode, and then a few self-built logistics is the use of Jingdong Mall self-management, that is, "dog" mode.

The War of the history of "Cat and Dog"

History will always be surprisingly similar, if the "Cat and Dog" war to describe Alibaba and jingdong development trajectory, now the war in the field of takeout is more like "Cat Dog" group war.

2007 ago, Alibaba's platform to walk very hard, Taobao under the weight of ebay looking for life, and finally hard to beat the ebay, but Taobao sitting on the huge flow is suffering can not be changed, then moved to the "boutique Mall" days of the cat just out of Taobao's profit dilemma. With the growth of the cat, Taobao + cat covered high-end low-end all the crowd, through the "Ren du two veins" after the cultivation of the law are very smooth, so the success of Alibaba now the great cause.

Beijing east, in the 2008 or the "Small potatoes" in the business, Dangdang is the industry's eldest, then the new egg nets and other web sites also more than the Beijing-East share of many. , in several close to the risk of capital rupture, Jingdong chose the most bitter to build the logistics of the road to establish a higher threshold.

Of course, Jingdong finally adhere to the reasons for the category advantage, 3C users are high customer price group, buy 3C supplies people can conveniently buy books, and buy books people will not buy 3C products, so jingdong than when to go farther. And the only products, Poly-Mei excellent products listed also mostly win in the category advantage.

The road to "cat and dog" is rather sinister. Platform of the road hope that relying on a large amount of users and traffic to build a platform, but only after the large-scale eligibility to enjoy the "Matthew effect", and since the construction of logistics is through high cost to a valuable link, the cost is very high, the process is complex, will limit the speed of expansion.

"Cat and Dog" in the field of takeout

The two camps in the field of takeaway have now shown the status of "Cat and Dog". However, the short shelf life of the takeaway, the consumption time period is more concentrated, the geographical location, logistics and other special properties of dependence also decided some and the traditional "cat and dog" war somewhat different.

Hungry, the U.S. regiment take-away, Amoy Point development path is very similar to open a nationwide substation, burning money subsidies hope to gather a large number of users in a short time. Wang said on January 18 that the order of the American group was more than 1.5 million, more than 40% of the second place. But the people who are hungry have feedback that new data will be released in the near future, which is definitely not what the US group says.

In order to quickly increase trading volume, hungry and the United States to sell in the landing, the main battlefield is high-frequency, low-cost schools around. With the university around the "occupy", both sides have begun to penetrate the business circle. Are you hungry? Sichuan-Chongqing area total Sun Ban said, Sichuan and Chongqing, many urban schools have been covered, has begun to attack the business circle.

"Cat" mode is the advantage of rapid hoarding of traffic and users, with high-frequency consumption cut low-frequency consumption, from the flow of the selection of the flow. When the user flow is high to a certain scale, the platform influence increases, at the same time can quickly deep into the outside selling system within the vertical field. For example, high net worth of white-collar lunch take-away or business, family dinner and other takeout.

"Cat" The disadvantage is that the threshold is too high, if not a large number of capital support, can not play, in the expansion of the process of encountering competitors, but also through tough to obtain more market share. Once the market share is dispersed, then the large platform can not be formed, "Matthew Effect" in the foreseeable future, whether survival is a problem.

At present, Line 0 lines, home food sinks, life radius, and so on, with logistics as the starting point for the takeaway, direct service to have the user needs, but do not want to send their own high-end merchants to sell. This model is easy to develop in a more densely populated area, such as a life-like radius that initially intensively covers the merchant in the Huilongguan area and then expands the rest of the area.

"Dog" mode to the logistics and users in their own hands, through the collection of more quality merchants to attract users, rather than simply compete price and scale. This model can gather high net worth people, but the disadvantage is that a large logistics team will occupy a lot of money, and as orders increase, if the high net worth of users is not high enough, the logistics team costs will continue to increase. These restrictions will severely restrict the "dog" model of the company.

In addition, since the construction of logistics is seriously constrained by customer density, in densely populated areas of development is very good, but the model can not be quickly replicated to other regions. This severely restricts the speed at which the dog model expands.

At the speed of death

With the previous "Cat and Dog" war as a reference, the current field of foreign sales of the battlefield increased the participants, but with a clearer goal, a lot less entanglements and exploration, can survive more depends on the pace of development.

Like, hungry, the United States and other companies to sell the money without hesitation in desperately burning the platform location, market share is kingly, and more through the construction of logistics methods to cut the vertical field of early firm, even if not rapid expansion, at least to hold a gold area to achieve "small and beautiful."

In this speed competition, each participant faces many risks. Self-built logistics "dog" mode companies to rob in platform-like companies in the platform before the establishment of a firm footing, otherwise it will meet the big platform "high-frequency to Low-frequency" impact, then, very large possible as a service provider access to a large platform, or directly acquired.

and platform category "cat" mode companies face great temptation is also accompanied by great risk, rapid expansion needs a huge amount of financial support, but also easy to fall into a stalemate, once the funds break, dream broke the platform, then basically not much development opportunities.

Of course, the new battlefield is even more interesting, since everyone knows the pros and cons of the "Cat and Dog" model, the "Cat and Dog model" is not always clear-cut. Jingdong Mall to choose the more bitter way to now still proud of not make money, and then do a third-party pop platform as a supplement. and is committed to do the platform of Hungry Mody and the United States has already early in the small area to try to build logistics to meet some more care about the quality of user needs, but before the first tight, no time to do larger scale.

Predictably, the last round of "cat and Dog War" played for six or seven years, there were some casualties, but both sides won. And this round of "cat and Dog War" the results of the time will be faster, casualties will be more athletes. Capital can't wait, we can only be as fast as the Arena Warriors bleeding fight in order to survive.