The food color sex Also, the person's big desire saves the Yan

Food color sex Also, and Confucius in "Book of Rites" said "diet men and women, people's great desire to save Yan." "and cargo the most common word is:" People are iron rice is steel, a meal do not eat hungry panic. "These or the white words profoundly reflect an objective fact, whether you are still in school students, or CBD fashion white-collar, or wealthy rich, eating is a must to solve the problem."

China has always had "food and drink for the king," said, but now those catering companies have been competing platforms from the kitchen and store to the keyboard, telephone lines and wheels. Young white-collar, college students sitting in the bedroom, home or even the office, beat a few keyboard, soon after a meal to your door.

NetEase technology sent out the circle of well-known cargo reporter experience the current circle of the high visibility of the three food booking site Hungry Mody, Home Gourmet Club, a good meal network, and experienced three traditional fast food chain online ordering: KFC, Pizza Hut, Domino (a chain pizza shop), experience site for the North Third Ring Road, a district, The time is basically a weekend rest noon or evening.

Let Zhuo cargo is not satisfied with, at present all the catering O2O website promised to send the meal time in half an hour or even can reach 1 hours, this will make the most Chinese food taste affected. For this only, and those traditional fast-food chain of online ordering meal compared to the food O2O to go a long way.

The nature of being hungry: software companies?

The first experience of the booking site is naturally small advertising stickers of the overwhelming hunger, the reporter even in a public toilet in an office building to see their ads.

Hungry, the initial experience is not too good, the page looks very simple, most of the dishes do not have pictures. There are users who spit on the web and say the style looks like a simplified version of the Chengdu Snack menu. According to the reporter know hungry most of the delivery is by the restaurant to order the direct service, which brings many problems. The first is that the logistics is very slow, almost all orders must be delivered in about one hours, even some restaurants call orders more quickly than they do on a hungry diet; the second problem is that most take-away users have to go downstairs to pick up their own meals; the last problem is the lack of a professional delivery staff, which causes the packaging of the dishes with soup to be very bad. Within the distribution radius of nearly 50 restaurants or snacks are more than 20 yuan to send, but the reporter found a very subtle little details, a small shop in the drinks and snacks sold 10 yuan, 1+1 package is 19 yuan, but the meal is 20 to send.

Is it hungry? Chief Strategy Officer Kangjia introduced, is currently hungry every single fee is about 20 yuan-30 yuan, this and reporter observed the result is similar. It is said that hunger has brought more than million years of water to many restaurants, but its main profit model has nothing to do with the water, Kangjia to NetEase technology, said that the main source of profit for the merchant annual fee and ranking fee, of which the merchant annual fee is mainly for the restaurant to provide IT system service fees. As for the current hunger is still in the status of not profitable, Kangjia said: "Hungry?" the current strategy is still to expand the market-oriented, profitability is not the main goal at this stage. ”

Such a profit model so hungry Mody and catering O2O site looks different, the general ordering site is basically the use of divided mode, is generally deducted from 5% to 12%, the biggest problem of this model is that some of the eyes of the relatively short-sighted merchants will encourage users to move away from the platform to direct orders. And the service fee that is hungry comes from its independent development of the electric quotient system, this system can help the merchant to realize the management of the order, data and the online restaurant in the form of the client, including the client and the ticket machine two parts, the reporter On-the-spot inspected some application the small dining room which the system is hungry, the application scene design is reasonable, Can almost adapt to the restaurant's data entry requirements.

The history of starvation is not related to distribution, are you hungry? The initial name is "Rice Rush", at that time the main outsourcing restaurant outside the business, but with the development of business, hungry did not quickly revise the distribution mode of sales, into the first free of charge service fee model, This also allows them to not continue to invest in the distribution team. This model helped them defeat the market pioneer small leaf masters in the early years, and controlled many restaurants through IT systems.

Is there a user who is hungry? Too often in marketing (as in the public toilet advertisements written in this paragraph), the relevant person in charge also to NetEase technology admits, at present most of the expense that is hungry is used for the market promotion, but because can the dining room carry on the effective resource exchange, so the investment cash also is not high. Are you hungry? 1 million, 6 million U.S. dollars respectively received financing, November 2013 to complete the 25 million U.S. dollar C-round financing, the investment side for Sequoia Capital, its a-round investment in Jinsha River Venture, B-round investment party and a cast.

Home Food: A logistics company?

And hungry, compared to the home food will go to the restaurant O2O another extreme, since the establishment of the delivery team, according to the introduction of its distribution team in Beijing more than 400 people, this number is hungry all employees twice times. At present, the food will only cover Beijing, Shanghai, Hangzhou Three cities, to know that the site has been online for more than 4 years, it is difficult to imagine this is the expansion of internet companies speed.

And looks like a bit of the cottage's hungry, compared to the home food will look much more beautiful page. In the press several times the order and the stress test, home food will also perform extremely well. After communicating with the logistics staff of the Home Gourmet meeting, we know that the following order process is: online order-Home food will butt users-home food will contact the restaurant and orders-staff to take meals and delivery. At the same time, the logistics staff said that because the home food and some restaurants signed a contract, the restaurant will give priority to the food from home orders. This kind of cooperation lets the home food meeting the delivery speed is far higher than hungry and the meal net.

Clearly this model in the future may build a very deep moat, and those who fast into the food O2O compared to the home food will be more control of the service ability, the user experience will be better. In this respect, its investors in Beijing east is the best example of home, Jingdong is since the establishment of a huge logistics team to build a platform for other electrical business can not simulate the moat.

But the pressure to get home is that the customer unit price is not too high catering industry even in the future may appear in other service industries, is unlikely to raise a self-built logistics system. At present, home food will be free of the meal limit is 200 yuan, each single distribution cost of 6 yuan, and according to its distribution staff, due to the double fragmentation of the meal (businesses and households are very dispersed), each distribution can only complete 1 orders. Then according to 1 single need half an hour to calculate, in several meal Peak 1 distribution staff distribution should be about 10, the distribution staff can contribute 1800 yuan per month for home food, but this is far less than the current wages of the distribution staff.

When the main source of income is not profitable, the practice of home food will not be the norm.

But in the future, food will probably be used in the form of a business model to make a profit, and its attractiveness to middle-priced restaurants is also higher than that of the other two. At present, the users of the home food will be concentrated in home users, and the demand for family meals and white-collar lunch demand is completely different, the basic demand for, want to eat at home, go out to queue. Its demand for restaurants is concentrated in the per capita consumption of 30 yuan or even 50 yuan, most of these businesses do not have their own delivery capacity (because business is very good), to the reporter experience near a well-known restaurant for example, queuing an hour and two hours is very normal, the reason is that after the cooking speed is far greater than the front hall turn over Taiwan, So the bottleneck lies in the insufficient number of desks, home food will be very convenient to help these restaurants to digest these remaining productivity.

Meal Net: Most traditional

Compared with the top two, the net makes people feel a little disappointed.

The website of the meal Net is the best of several, its nearby person function and simple and refreshing meal order process All quickly attracts the reporter's attention. The takeaway is to meet the students in the school or office space, dinner time is called for most of the convenience of time-saving.

But then the experience of the reporter is not very satisfied with, first of all, three consecutive orders for various reasons were canceled, the reporter even saw a at least 1 years after the closure of the restaurant is still in the net of the official network appeared. When the reporter after a single success, the meal network will inform the reporter price adjustment, a full increase of more than One-fourth.

According to the head of the product of the meal net, the current delay in this kind of data does exist, but it can only reduce the harm to the user experience by quick response. Then the reporter made another two orders, still failed, one from the reporter only a bridge across the restaurant said because too far away to send meals (compared to the home food will be more than 4 kilometers of the delivery radius).

From this difficult to talk about the success of the booking experience can be seen, the Food Network on the online part of the user experience development is not bad, but the lower part of the development of the line, this from the meal net current personnel composition can be seen. According to the founder of the meal net, CEO Zhao introduced, the current meal net staff is not much, but also to technology, product personnel mainly.

At present, the profit model of a meal net is to charge a proportional commission to the merchant after the user has ordered the meal, as mentioned above, this mode is the most common profit model of the catering O2O website. But there is little moat in the model, and the distribution pattern is "cut-meat", which is equivalent to cutting a slice of the profits already earned in the catering industry. This kind of profit model and the meal reservation website of the year looks similar, this is just been burst out of the earliest fall into the line of food and beverage Web site that year's profit model is the membership annual fee + Member return commission.

The only commendable thing about the net is that it is financed more and more from well-known investment platforms: In 2012, the network announced a joint investment from the Xiaoping and the nine-joint venture fund; in the second half of the year, the net received millions of dollars a round of investment from Kleiner, and in March this year, the B-round million-dollar financing was completed by NGP, a round of investors Kleiner with the investment, April meal net access to the investment from Zhi-Xin capital of the B-round additional investments. These investment institutions may bring some more imagination to the net.

Contrast tradition, where is the gap

There is a very classic question about McDonald's and KFC's fries: Why did KFC rush to send no fries, and McDonald's McNuggets sent fries. Behind this problem is the nature of catering O2O: service capabilities and the ability to control the upstream and downstream of the industrial chain.

The official answer is: KFC said the best tasting time for French fries is 7 minutes, the takeout was difficult to deliver in 7 minutes, so KFC abandoned the French fries, while McDonald's had a special delivery box for French fries to keep the fries from damp, while McDonald's promised to serve within 30 minutes of ordering.

This is implied by the two sides of the industrial chain of control, McDonald's distribution team for the self-built, the delivery site is limited to electric vehicles within 7 minutes, bicycles within 9 minutes to reach the scope of the KFC distribution using a rush to send, the place of delivery is not strict requirements, arrival time is not stable.

and the existing catering O2O enterprises and even some catering enterprises opened online sales channels, KFC and McDonald's online marketing channels in China to carry out very early, in the beginning of the SARS in 2003, KFC has begun to provide outside the informal online service, McDonald's is two years later than KFC.

And in the experience of the reporter KFC, Pizza Hut and Tatsu le three distribution stores, can be very clear to see that these consumers are familiar with the "fast food" on the upstream and downstream chain management ability is very strong, each meal specific process can be accurately reflected on the Internet, this is now catering O2O website can not be achieved.

Several major domestic food and beverage O2O website is still in the former electric business platform of the old road, the price of blood to win businesses and users. 2012, a number of platform catering O2O in Beijing staged a direct collision, a meal net launched 7 Yuan lunch, and hungry is free to send Wanglaoji.

However, after gaining a large number of users, several catering O2O model is still not mature. Are you hungry? The main is to provide IT services, home food will be the logistics to cut, the future of the two goals and the meal network now the same pattern, are expected to take the business model of the flow of profits.

But in the experience of the process, the reporter found that each booking site has more or less the quality of food products, the level of uneven Chinese catering industry may always be plagued by food and beverage O2O Industry development (many group buying site eventually died here). Another reservation site for the restaurant delivery speed of the general control of the poor, in this regard home food will have a certain advantage, but how to solve the problem of logistics costs will still haunt them.

Future Catering O2O websites will face more difficulties if they want to be profitable. O2O industry does not violate the nature of traditional business, the rapid purchase and sale of raw materials, industrial chain downstream control, the goal is very clear, but the Internet is a variety of profit models: for example, comments on the site operation of the goal is high-quality reviews, the profit point is a group purchase; Renren is a social relationship, and a profit point may be a game. , the electric Business website Operation goal is the outstanding product, but the profit point is the advertisement display even is the financial derivative.

From the catering industry is not a huge profit cut together very not easy, but in addition, catering O2O industry want to profit but very difficult.

More frightening is that this industry has aroused the coveted by the Giants, Taobao launched Amoy Point, the public comments hand Tencent, if catering O2O industry can not find a very clear profit direction, the industry is easy to become the giants of the arena, like the current taxi software.