The United States and hungry, food and beverage electric business between the confrontation

Born in 1985, Zhang Xuhao in a suit and tie, still can't cover the belly that has been obviously overweight. January 28, he specially ran to Beijing, in the distance from the headquarters of the United States Network 798, announced that the success of the financing of 350 million U.S. dollars, "we within six months, the valuation of a ' milestone ' type of upheaval." "he said.

In the face of surprise, he added: "Our goal is to have hundreds of billions of dollars worth of companies." ”

In the second half of 2014, the O2O field is heavily financed. Quick taxi, drop a taxi, American Regiment, Hungry Mody ... To finance their preparations. O2O field also from a cock silk entrepreneurial focus, began to become the arena of giant competition.

The giant's entry and financing let O2O entrepreneurship from the opportunity everywhere, into the second half, that is, the decisive stage. Travel and takeout are the starting points of this O2O war. At present, takeout has accelerated into the "second half": competition is plowing, cash for the king and offline operations.

"Just like 2014 years of taxis, takeout will be the first half of 2015 capital most concentrated, hit the money the most ferocious, the most competitive industry." "An executive at a takeaway site told the Chinese entrepreneur."

Zhang Xuhao said, hungry is to do the catering field Taobao. Want to become "catering industry" Ma Yun must not only he one, hungry? Before the announcement of financing, the United States Regiment has confirmed the financing of 700 million of billions of dollars, the takeaway is also their important fire field.

Arms are still gathering, "home food" announced 50 million dollars of financing, "line Line 0" announced the financing of 30 million dollars, Lei investment "I have takeout", "Life radius" financing 50 million yuan, also is secretly start a second round of financing.

Look out again, bat and other internet giants have been admitted, even ready to "false start." The industry's judgment is, "up to half a year, the world pattern will be set." ”

"This direction is so damn exciting."

In the mobile phone industry, there is a very wide story: Lei originally intended to invest Zang do mobile phones, the result of the identity of the investors to contact Zang, the mobile phone's core technology and confidential understanding, Lei himself founded Millet and greatly overtook the Charm clan. So millet and the charm family become the mobile phone industry two famous "friends". Of course, in Lei's mouth, this is another story.

The same story happened between the American regiment and the hungry.

"We didn't do takeout at the start, the first idea was to buy them." "Wang Huiwen, vice president of the group's foreign sales business, said to China entrepreneur." July 2013, Wang Huiwen to Shanghai, with "Hungry" two founder Zhang Xuhao and Kangjia met one side, talked about the "acquisition." The result is "hungry" very simply refused, "they still have bells dream." Wang Huiwen smiled and said.

See "Acquisition" is not, the United States and the second thought of the group to invest. "At that time their prices were not so high, valued at 50 million dollars and wanted us to vote 10 million dollars." ”

But interestingly, today, when the "Chinese entrepreneur" to the "hungry" founder Zhang Xuhao to verify the story, Zhang is an understatement, "No thing, that year just casually mention the meal, no one seriously." We also want to buy the American regiment. He turned his head, deliberately emphasizing the "acquisition" two words.

Despite the different rhetoric, but two companies indeed from the original goodwill, rapid development to the cross, the Life-and-death. Since cannot buy and share a stake, the United States Regiment simply do it by itself.

The United States can not accept the "takeaway" position was occupied by others as Wang said-high frequency on the Internet to drive low-frequency is a relatively natural thing, so the United States Regiment will give priority to the public high-frequency things well. Especially takeout, which is a very high frequency thing. In Wang Huiwen's words, "the direction is so damn exciting." ”

November 2013, the United States to sell online, to November 9, 2014, the United States to order more than 1 million orders, and Wang to sell the market there is more room, "there are 1.3 billion people in China, 3 meals a day has 4 billion meals, he either eat at home, or delivered to the door." Even if the 10% ratio is 400 million times. "In accordance with the average customer price of 30 yuan, that is, 12 billion yuan market size, not to mention that there are billions of payment scenarios, which is a natural form of closed-loop business ecology." It is impossible for the United States to sit and watch such an important market fall into the hands of others.

From "group purchase" began to cut into the American regiment, and into the vertical field of "take-away" "Hungry Mody", and finally stood at the ends of a huge position, with the current concept of fashionable, is "O2O" (online to Offline), "The internet belongs to the sky, logistics belong to the pie, Online business is the strength of internet companies, but under the line, the fight is the operation, execution and control, which is the vast majority of internet companies soft rib. "The Supply Chain management research expert, O2O Senior observer Huanggang, said to the Chinese entrepreneur," currently do not sell the company inside, few people do logistics origin, this will become a huge short board.

Wang Huiwen follow Wang three times to venture, witnessed the Internet from social to buy again to O2O Tuyere conversion, he summed up Wang before the "network" entrepreneurial, is a "long board win", and to buy, it is "short plate system failure." Social product as long as someone catches a key and makes it through, the product is up, but in the commercial products inside is "short plate system Failure", "You have to do a lot of elements to make a user satisfied, so you have to form a very complete team, each part of a gatekeeper, someone in charge, and basic reliable." ”

If you want to compare the American regiment and Hungry Mody's play, the United States Regiment more like a lone warrior, and hungry is good at joint "eight". The United States has not yet invested in any O2O field company, including takeout, and no association with other internet giants (Ali's investment is more like pure financial investment), and hungry for the joint public comments, Jingdong and even Tencent, in information, payment, flow at all levels have cooperation.

Wen attack militant

In the last year, the U.S. regiment and hungry Mody outside the market competition is hand and foot and blood DC.

At the end of last year, a message called "The American Regiment, please put down your fist and pick up your self-esteem" was quickly disseminated on the Internet. The mail is tears, is it hungry? Mianyang Marketing Department of a female market personnel engaged in the normal work, no reason was beaten by the United States Regiment staff.

American Regiment not to be outdone, "engage in takeout or underworld hungry?" a text called "Hungry Mody" in 2014 June, August, September repeatedly beat the American Regiment net staff. In October 2014, Peng, the head of the group's takeaway business, even released a section of Kangjia's in-house training video on Weibo, in which Kangjia said: "Don't be afraid to beat the American Regiment, the company package you are OK." ”

A period of time, similar articles are frequently introduced, the United States and hungry for the public relations between the battle is escalating. "Relatively, hungry is more tough, and the United States because of the public relations and communication and Investment limited, at once at a disadvantage." "A person familiar with the takeout market told the Chinese entrepreneur."

"I have often been beaten, so I come to Beijing now, often to ask for bodyguards." "In the announcement of 350 million dollar financing, Zhang Xuhao told reporters in a joking way that this" joke "makes people's imagination.

In this public relations war, the US regiment is not in a hurry to hand. "They lead the men who beat us and end up like the people we beat them." "Wang Huiwen told the Chinese entrepreneur," he believes that integrity can go to the end. And Kangjia said "Hungry" is the wolf culture, "We have never been afraid of competition, as long as the competition, we will pursue win." ”

Both sides of the gunpowder and even burned to the "Financing News": In early January 2015, the United States Regiment of the United States and the group of the delivery of the report card: Day orders to break the highest 1.5 million single, at present in the university market share of nearly 70%.

And hungry? In almost the same time out of "Financing 1 billion dollars" news, this number let the industry plunged glasses, "the number of wrong zero." "The first time to accept the" Chinese entrepreneur "interview, Wang Huiwen Crisp as" false news. " In his view, this "public relations war" behind the fundamental, in fact, is "people". "The huge gap between the rumored 1 billion dollars and the real financing is a characteristic of diffidence," he said. ”

Why are only the American regiment and hungry two companies fighting fierce? mainly because of size. "Hungry?" announced the coverage of 250 cities, daily orders 1.5 million, and 60% of the market share, the number of teams has more than 5000 people. "American Regiment takeout" to striking's offensive to win the two or three-line city of the takeaway market, other competitors "Baidu Takeout", "Amoy Point", "home food" in the size and coverage of the city are lagging behind the two big players.

"Buy this story has not been able to support the listing, the United States and the group to melt so much money, is to lay off the" Battle of Jinzhou. Can be listed, it depends on the sale of the war can win. "The Chinese entrepreneur," an investment manager at peak Investment, analyzes the U.S. team would have valued at least 10 billion dollars if it won the war.

From the financing speed can also be seen in the industry's alarming growth rate: May 2014, hungry to announce the public comments 80 million U.S. dollars in financing, valuation of 500 million U.S. dollars, 350 million U.S. dollars after six months of financing, the valuation of more than 1 billion U.S. dollars (there is another rumor is 3 billion U.S. dollars), a half year valuation doubled And the United States in May 2014 to obtain 300 million U.S. dollars in the C round of financing, six months later announced the financing of 700 million U.S. dollars. "Takeout" to get capital chasing crazy, rapid expansion, high valuations, like the same year's "buy".

One hungry? Former executives said the United States and the group is hungry have entered the second half, "The United States is the advantage of the invasion as fast as fire, in the hungry did not cover the two or three-line city has an advantage, this is a good foundation for their group buying." "But with the rapid expansion after the financing, relying on the same" wolf "even more" ferocious "to push the team, the two sides of the war will be further upgraded," the second half of the run-off point is logistics and distribution. " ”

From "Light" to "heavy"

As a senior "cargo" and "home Guest", the Junior students Lily has been accustomed to open the phone in the last lesson before the end of the book app Software, compared to which software subsidy more, and then quickly orders, and so she arrived at the dormitory, the distribution staff just waiting at the door.

For users like Li Li, it can be directly from the phone side of the subsidy to feel the hot take-away financing. "In the last one months I sold every day, 20 minus 10, and basically as long as 10 dollars can eat a meal, than the canteen is also cheaper." Li said that even the small restaurant at the entrance to the school has joined the ranks of the "take-out War" and the business is booming.

and Lily, according to the "subsidy" to decide where to place a single difference, in Zhongguancun work Cheng Wei accustomed to a higher price of "home food", in his opinion whether it is hungry, American Regiment or other app, the subsidy is now in fact almost, she is most concerned about the speed and quality of meal delivery.

Domestic and foreign selling O2O industry mainly divided into two operating modes, namely to provide information and it integration System of "light mode", and provide logistics distribution platform "heavy mode."

From the user experience, the latter is naturally much better than the former. As the industry develops, the dividing lines of these patterns are becoming blurred. Is it "hungry?" said the head of the distribution team, "Are you hungry?" has formed 1000 of people's distribution team, covering the Beijing and Shanghai Two cities, "by 2016, I hope at every crossroads can see the hungry distribution, we will become the city's last kilometer of capillaries. Zhang Xuhao so described.

But the United States and the sale of the group has so far not formed a distribution team. Wang Huiwen does not care about this problem, "what the Times need you to be like, you turn yourself into what appearance, otherwise society will take you out, like Nokia, light and heavy in my opinion every few years will switch once." "Wang Huiwen that, do not infatuated with the pattern of this thing, the need for heavy, then Ali must build light mode, the results led to the Beijing east to do it."

"If the self-construction logistics as a separate project, hungry no 350 million of the financing is just over the angel wheel into the A-round stage." "Are you hungry?" said the former executive. He thinks the US $700 million trillion in financing, "if half of the money sold, it is not enough to burn." "As capital continues to increase, the original" light mode "of the company will become" heavy "," no more than six months, you may see the United States and hungry for the next round of financing news. " ”

For the other two into Tencent and Beijing east, "hungry" such a platform for the delivery of more meaning to their own business supplement. "I think the entrance has gone out of fashion, it was a few years ago, and today it's about the scene." For example, 2014 with Tencent's cooperation, white-collar acquaintances group meal, the problem, now about 1000 or more micro-letter groups are hungry for food to order, which is to solve some problems. There will be more and more scenes like this in the future. Zhang Xuhao the Chinese entrepreneur. Obviously, for Tencent, the fancy is the mobile payment scene, and for Jingdong, it is the existing logistics distribution and delivery of the integration of space.

Zhang Xuhao revealed that 2015 hungry strategy is "take the university, take white-collar workers, from distribution." In addition to the "university" and "white-collar" market joint Tencent, Beijing-east and the United States a life and death, but also to build its own logistics training as the core, social logistics as the auxiliary intelligent Logistics platform. "When we have the flow of partners, with its own flow, with our logistics, with our payment scene, when it becomes a certain scale, we will become such a trinity of comprehensive platform, in fact, this is a O2O platform of the embryonic stage." ”

Wang Huiwen said it is too early to talk about success or failure, the taxi war is over in a year, but the war on takeout is just beginning, "The takeaway battle is more complex, more difficult and more long, and finally you can survive, and live with dignity, is success." ”

(Original title: "American Regiment vs Hungry Mody: Catering Industry" boss "title scramble")