Accompanied by take-out O2O rising and rapid development of ups and downs in the market, sold and lakes are also crowded outside, stirring. Hungry, American takeout, Baidu take-away food, take-out reputation (formerly Amoy), home dining, schools are now rising, setting off a bloody sold and Lakes outside. While the world of kungfu spawned a catch under nature, various factions have their own advantages. Is the United States, such as missions, hungry "Big Mac" changongzhegui, is still Baidu take-out and reputation of take-out food, a rising star on top, or deep ploughing services home food will have the last laugh? it only time will tell, however, with the industry to develop in depth, take-out food more diverse changes.
Restaurant take-out markets three positions
As Jin Yong said: wherever there are Lakes. Take-out Lake users are significant. So before you comment on strike forced to sell under existing market conditions, mainly divided into services for students outside the campus sells, services of white-collar business sells and services sold outside the family community. Three different market segments corresponding to three different user groups, market characteristics and user habits are different, then the major takeaways platform strategy is focused. In those years COO of Ali how to change China
Relative for, students user consumption capacity low, so easy was red subsidies, promotions offers attract, compared easy for market penetration, guest price in 20 Yuan around, this is hungry has you and beauty mission focus development of market; white-collar user on sent meal time is sensitive, has must of consumption capacity, guest price in 40 Yuan around, but penetration difficulty has improve, belongs to Baidu outside sold and reputation outside sold main captured of market; and family user has more high of consumption force, on price sensitive degrees lower, guest price in 100 Yuan around, And more emphasis on service quality and service experience, so to win the home user market recognition difficult, home food will focus on this area.
The gate of swords
OK! says over takeout market user groups feature, we can take a look at the major delivery platform through the madness of financing and after the burn, and what has not changed. At first sight, subsidies are still in, but has been greatly reduced, but competition between platforms has risen to another dimension, that is fine to segment operation and the advantages of deep mining.
1, Lake enemy was hungry and beautiful round out hating kill
Current Lake big hungry is killed with the group is hatred, and bayonet. Financing rate and quantity, than opening up the city, than the daily order volume, than cash subsidies, than fight ability ... ... Ranged in size. No way, such a big market, just two buddies took the students and white-collar market, the ways half a catty of 82, difficult race, anyone who did not die, only capital transfusion, pushed by team Wolf spirits, once public opinion data fraud scandals and rumours of capital chain tension.
For the hungry and the United States, price around 20 students in marketing, users are very price-sensitive. Especially in close competition State, low-end users have become accustomed to smart smart to take advantage, loyalty is very low, would only put the competition into a two-die situation. Good news is, through subsidies to develop user habits. From April to August, sold outside the Group's average daily order volume increased from 2 million to 3 million. Recently, the hungry also announced the opening of its online distribution platforms, the main third-party distribution. From the most recent trends, both subsidies are significantly reduced, a few bucks can have 20 days of delivery are passed, subsidies now only a distribution fee, the market also rationalized, will become the core competition of both quality and service.
2, Baidu and backed by the local reputation of famous door dad
Baidu sold outside the takeaway and Word of mouth (formerly Amoy) is an online takeaway market of young, started late but directly led by the Giants, and won huge sums of money in support. Baidu pulled out 20 billion O2O market, takeout is a very important part of the Ali you will take out 6 billion to develop word of mouth network, and dig into them, betting the ambitions of local living services does not die. Relative to the hungry and the United States, they focus more on white-collar business market, though not enough to compare with hungry and beautiful round, but separatist party arena is still there.
In mode aspects, Baidu outside sold main is online Shang platform audit line Xia merchant qualification, for merchant provides line Shang show platform, user Xia single Hou by Baidu Knight bear cooperation merchant of outside sold logistics distribution, is responsible for line Xia of take meal, and distribution link, guarantee experience; reputation outside sold is main for user provides shortcut of points meal and paid service, through provides outside sold and order two big function, achieved outside sold delivered and to shop consumption two big different needs. In contrast, Baidu traffic advantages in each gate is unique, this may prove to be the company sold out to advance an important impetus for the road, but Baidu take-out food to takeaway or city distribution is unknown.
3, home cuisine is positioned in the high-end power good
Home Dining it is called a takeout area of another model, is the highest because of its focus on price and market penetration difficult community family, and adhere to the principle of no subsidies do not burn, for middle and high-end customers with high-quality food and service to open up Xinjiang soil, it is remarkable.
According to Analysys data, a think-tank survey home, dining in 2015 2nd Community Quarterly takeout orders 17.29% per cent share of the market, ranking first, second place is Baidu takeout, 11.11% per cent. With the "Southern Emperor" masters of light to release stable and good "and Yang means" martial art is different in essence. In development mode, home food will push through players, high-end restaurants move in the line to line, and in collaboration with brands and chain businesses. Home dining is on the user experience puts in enough effort, bringing the rate of receipt of their order to 100%; from each link in the fine operation, and create detailed experience. And partners to launch personalized lunch box, in the process taking into account the different dishes of temperature difference matching the requirements of distribution equipment, the degree of positive.
In addition, in order to guarantee the quality of service, home food will choose its own logistics team, through integrated management, on the premise of on time, on time, further improve the customer experience. But due to the heavy mode requires deep, so often taken step by step strategies in marketing, home dining to currently only covers Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and other 10 cities one or two lines, but has great potential for future development.
Strike force completed a circle, I do not know whether some new flavors. Online takeout O2O regardless of how the competitive landscape of the market evolution, regardless of the target user groups and market segments, foreign selling of huge needs of users is not going to change. Price war in market development early Shi is foster user and expanded market scale of effective weapons, but once market became mature zhihou, on should return to commercial of nature up--that is insisted with himself of differences of positioning and service quality with user and businesses formed stable of trust relationship, constantly strengthened itself differences of of brand image, real heart to put market do through, put user service good, to build belongs to himself of brand.
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