Will the takeout platform become the next taxi software?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

[Core Tip] The price concessions of the major delivery platform like the previous period of time the taxi software, but in fact, in addition to the promotion of price strategy, the merchant side of the standardization of take-away, complex user experience process, and taxi software is very different.

History does not repeat itself, but sometimes it rhymes. In the drip, fast price war to be dead, each of the selling platform in the price concessions on playing a "pattern."

Today, Baidu launched a new preferential policy, orders full 15 yuan minus 3 yuan, full 30 yuan minus 8 yuan, full of 15 yuan free distribution fees. Previously, in the Baidu outside the implementation of the "minus 6 yuan" activities, it is clear that the new price subsidy is lower than the previous stage.

Not only Baidu take-away, hungry Mody, Amoy Point, Home Gourmet, life radius and other platforms are doing a similar preferential activities.

Eating is not only more convenient, but also more and more cost-effective.

A war of price concessions for losing money

Now, in the mobile phone on the various major takeaway applications, such as into a crowded market, a few big shops shouted: Come and see, we are 100 minus 20. Small shopkeeper also not to be outdone: we buy one to get one.

The market is now gathering billions of people, resulting in Chi turnover. Quality Road Advisory 2013 released data show that the 2014 sales market will reach the size of 91.3 billion yuan, 2015 will exceed 120 billion yuan.

Since the beginning of this year, the major giants have successively entered the takeaway market. May 20, 2014, Baidu sold online, before Tencent through the public comments on the stock of Hungry Mody, Alibaba launched Amoy Point, so far, BAT three giants have finished selling market layout. In addition, there are a large number of independent take-away sites such as easy to eat, but also between each other, and BAT competition between.

August 18, Baidu announced the implementation of the "only minus 6 yuan" activities, that is, users use Baidu takeout (including PC end and mobile end) to order meals, can enjoy the original price on the basis of less than 6 yuan of benefits.

It's not just Baidu that earns a yell. Are you hungry? announced, from August, the joint media, through the interactive advertising screen covering Shanghai office to send out 200,000 free lunches, activities will continue to Beijing and Guangzhou.

At 20 yuan per copy, this activity will cost 4 million yuan.

Group buying one of the kings of the United States Group Network also declared that "the market is no less than the group buying market, the United States will be rapid expansion of foreign sales, the next 3 years to invest 1 billion yuan, is expected to cover 100 cities."

A meal is a lot more complicated than a taxi.

From the subsidy policy of the takeaway platform, today's call for takeout looks a bit like a taxi. But in fact, eating a meal is much more complicated than taking a taxi.

Open the application, call the car, wait, bus, arrive at the destination. The taxi link is one-time, simple and smooth.

Takeout orders are different, single from the choice of dishes, there are many categories: Chinese, Western, Korean, Hamburg, halal, Japanese and Korean cuisine, such as interview snacks.

"Use of the scene" There are different, fast food, food, street stalls, high-grade dinner, special dishes, private dishes ...

After ordering, within 1 hours of delivery time, along with payment, information flow and logistics three links.

On the payment, in addition to the meal to pay, there are micro-letter payment, Alipay online payment, such as payment methods, such as hungry to use meal to payment and micro-letter online payment two kinds of payment methods.

Meal in the process of delivery is also different, the current food and beverage delivery divided into two models, home food, life radius, easy to eat and other heavy mode including logistics distribution; the other is a simple information display, logistics distribution by the merchant to solve their own or with Third-party logistics cooperation, Amoy Point, hungry, Baidu is such a light mode operation.

This also includes the user, the merchant, the distribution personnel tripartite exchange of information.

Whether from the information flow, logistics, or payment links, the chain of takeout orders are more complex, uncertain factors are more, one of the links out of the problem, it is difficult to successfully complete the transaction.

Delivery standardization service not yet implemented

In half a month's call takeaway experience, I often have problems in the ordering process.

For example, at noon outside the Baidu selling point of a Beijing chain restaurant, the phone was found on the phone when Baidu sold on the restaurant is the restaurant to cooperate with other platforms when the reservation center phone.

For example, when a restaurant is ordered out of the American Regiment, the phone number shows the number of another restaurant when communicating with the restaurant.

Sometimes there will be sent to the meal is not the same as the point, the original is the owner of the ingredients used up, without my contact, only with the distribution staff to explain the situation.

A shopkeeper said, they are now with Baidu Takeout, Amoy Point, hungry there are cooperation, each policy is not the same, cooperation will be different, preferential policies are not the same, the platform of the shop display information will also be wrong.

Even on the scale of a certain well-known restaurant brand, the current data is also scattered, such as supply chain system, ordering system, distribution system are separate data, although micro-letter, Amoy Point, Alipay and all kinds of take-away APP provide data and backstage, but also difficult to unify. Not to mention further customer relationship management.

Complex process to sell platform technology and data management have put forward requirements, and only to achieve standardization can really simplify the process, reduce costs. There is much work to be done on each platform behind the war on price concessions.