The micro-shop is attacking! Catering industry appears "micro-menu"

Yesterday, billion European network released the "micro-faith Father Zhangxiaolong hope to center, elimination of intermediary, the article Zhangxiaolong, in the context of user value first to encourage valuable services, and eliminate geographical constraints, eliminate intermediaries, remove the central, with social traffic to make a dynamic system, so as to build an ecological system. In this ecosystem, micro-trust does not do every aspect of the thing, or rely on the user to build together, and micro-trust micro-store is an important part of the ecosystem. Pocket Shopping in October this year, financing C round 350 million U.S. dollars, the arrival of the era of mobile internet power, Taobao shops can not move directly to micro-letter, but micro-letter as a traffic entry, businesses are still competing in the micro-letter open shop.

Recently, billion European Network interview micro-menu founder Wei, he said that the micro-menu is equivalent to the food and beverage industry of the micro-shop, unlike the micro-letter Third-party development Company, micro-menu to help the restaurant to carry out the Internet Information transformation, embodies the characteristics of four: 1 Life free; 2 focus on catering field; 3 No training, 1 minutes to open 4 2C thinking to do 2B.

Micro-menu is to give food and beverage practitioners in the micro-letter on the opening of the shop free tools, a minute to open and raw cost of the store's two-dimensional code. Guests will be scanned to order, buy and order takeout, support online payment and meal to pay; The restaurant uses PCs, mobile apps and micro-letters to manage and receive orders. It can be said that the micro-menu is the restaurant in the micro-letter operating on the Internet portal.

Micro-menu is different from other selling platform, mainly reflected in: first, the micro-menu is for the restaurant to use the tool, is not a platform; the second is that the micro-menu does not charge the merchant fees, commissions and other fees; The third is that the guest on the micro-menu belongs to the restaurant itself, and will not stay on any third party platform; Four is the restaurant's integrated portal, not only takeout, Guests can order in the shop, to shop themselves and merchants from the group to buy, five is the restaurant will really have their own online shops, no longer subject to the Third-party platform.

The Micro shop model is more suitable for catering industry

Wei that the catering industry is actually more suitable for the Micro shop, because:

1 infiltration early, easy diversion. Catering industry infiltration O2O model earlier, and there have been vertical subdivision of the O2O field, compared to the pure line of the micro-shop, restaurant cable store customers to their own micro-shop diversion.

2) The main line, supplemented on the line, the two fused. Restaurant owners rely on offline operation, most of the revenue from the offline façade, online restaurant can be a two-dimensional code table Form fusion into the line.

3 trend is good, the trend is early. O2O industry is hot, online tools will replace a number of offline equipment and manpower; in the catering industry, the internet instead of telephones and pens is the industry reform trend, unstoppable.

4 "Taobao version" micro-menu open in micro-letter. Personal and family participation in the catering industry, generally through communication tools and offline communication to share. People need to show off and share to run their own lives. Wei said that, to a certain period, the micro-menu will be like in Taobao open shop, everyone can trade through labor for fruit; now the government policy is also in a timely manner, the micro-payment will be properly liberalized, catering industry needs a taobao.

Whether a product is suitable for an industry, only the technical and trend aspects of the reason is not connected to the atmosphere, the most important is to see the profit model, then micro-menu profit model is what?

Wei told billion European network, micro-menu focus on the B-end market, whether now or in the future, are sticking to help the restaurant solve the problem, let the market become better. In the future, after the micro-menu becomes the entrance of countless restaurants, the profit model will become clear, the current conceivable space lies in three aspects:

1 since the establishment of logistics, distribution to help the restaurant procurement of food materials, procurement standardization, visualization, controllable.

2 self-built soft and hard combination of ERP+CRM, free of charge to the restaurant use, professional customization, local conditions. Let the smaller restaurants also have the opportunity to use the Internet to create incremental value.

3) Do Peer-to-peer delivery, play the Internet sharing spirit and LBS location Service advantages, optimize the allocation of resources, or will beautify the entire catering industry.

Micro-menu resolutely does not develop the C-terminal app

Micro-menu founder Wei told billion-European network, the first micro-menu to establish a C-terminal does not develop the app, but insist on the use of H5 development of the webapp,b end using micro-letter and public number interaction. Reduce guest and restaurant use threshold and time cost, all things are condensed into a two-dimensional code, and the use of micro-letters to sweep code and spread. Some time ago, the sale of various foreign sites to play price war, quality warfare, etc., resulting in the site is checked, closed the site, reducing personnel and so on. And this kind of take-away O2O site is precisely 2C platform, in the process of diversion for the merchant is also kidnapping business, the platform and the final flow is not owned by the merchant. Wei said that in the future once other selling platform charges or other reasons for the business out of the platform, its previous pay will be completely lost. Business needs is a platform of their own, similar to the 360 security guards as free and constantly optimized a product, no longer controlled, free to operate their own online restaurant.

Wei in the catering O2O industry 8 years, sold 2 companies. The micro-menu also goes through a lot of detours, at first the micro-menu is a decision-making app for the user, named "What To Eat", and later transformed into a shake, automatically according to the number, amount and preferences of the automatic ordering of "shake order"; the third transformation renamed "Micro-menu".

Micro-menu to start selling outside as a point of entry, such as micro-menu stores to accumulate a certain number of its focus on the "takeaway alliance", while in each restaurant's micro-menu left the lower left-hand corner of a go to the "Takeaway alliance" export. In fact, the "takeaway alliance" 2C is essentially the same as other takeaway platforms, micro-menu is not the exclusive store, finally, Wei decided to give up the "takeaway alliance", give up 2C, resolutely focus on the development of the 2B direction, and the micro-menu positioning into a Help restaurant operations to promote the small tool.

Micro-menu to do O2O+B2B2C

What the micro-menu wants to do is actually o2o+b2b2c. The first step must be to do offline 2 online and business-to-business. The idea is to menu this restaurant's entrance as the core, for the restaurant to provide a management, operation, promotion of small tools, to offline 2 online logic for each restaurant to provide a completely their own platform, and finally the micro-menu into a restaurant entrance. Wei that, the so-called O2O, is online and offline, for the catering industry, offline 2 online than online 2 offline more important, the current takeaway platform and buy site can only do the latter. C from online through B into the offline after the loss, did not form a closed loop and cycle, so can not be called the real O2O. The so-called B2B2C, is to establish a platform, let intermediate B on the platform of Independent management, the use of market law free competition. The current takeaway platform as well as the "B" lack of initiative, many passive and waiting state, so also can not be called B2B2C.

There are three obvious problems with the Micro menu

1 How to spread the micro-menu effectively. To Wei told billion the way the network is the virus of micro-letter transmission, but the spread of the micro-shop is only useful for restaurant owners, C-end users are promptly informed that there is a micro-menu, it is not easy to convert to B-end users, so, the most important thing is to find those in the micro-letter of the restaurant owner and the accumulation and push to obtain resources. In addition, even if the restaurant owner opened the micro-menu, but also realized that their micro-shop needs to be promoted, but later may not share to peers.

2 How the restaurant owner operates the Micro Shop. Micro-menu for the Internet and hotel operators relatively easy to accept, but many restaurants do not have a dedicated micro-letter operators or restaurant owners have no time to take care of their own micro-shop, will cause the late effect of micro-shop, not better spread.

3 Micro-Menu How to lighten the business line. Each catering business will be equipped with various ports of equipment, the basis of computers, telephones, POS, etc., incremental business caused by equipment, may be more than one. In addition, in the Micro-menu, users know the premise of the micro-menu can be booked, selected dishes, restaurant food take-away, group purchase, evaluation, etc., if you do not know the micro will need to accept the owner of the advice, in the micro-shop to choose the menu. For the user group, micro-menu Early users Limited, limited number of businesses can not meet the user needs; If the user needs a takeout and not the first time to make a variety of options, perhaps only in a micro-menu of merchants find take-out also unmanned distribution.

Micro-letter is a strong relationship with the community, for the micro-menu is positive. But it still needs to be like foreign similar model enterprise Tablegrabber study. Tablegrabber is a consumer platform designed to help ordinary consumers make reservations and increase their attendance and profits. The goal is to maximize revenue by dynamically adjusting prices and booking amounts. Customers can search the restaurant through the site, order a booking, and the choice of restaurant exclusive offers and discounts, the hotel and restaurant in addition to real-time management of customers and booking list, there is also a set of CRM (Customer relationship Management) system to track customer history and other parameters.

It is noteworthy that Tablegrabber launched the data analysis platform in September this year Rezguru (business-to-business business): To help the hotel custom digital menu, dynamic pricing, to solve the imbalance between supply and demand. Even with the GrubHub class search engine cooperation, the introduction of other platform traffic, so that businesses in the use of the tablegrabber process to achieve the real burden of equipment, while facilitating diners through the local reservation site booking orders.

Micro-menu adhere to the Boulevard to Jane, only to do the most useful functions, Wei told billion, he has a dream: let every restaurant has its own shop stage.