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Takeaway decisive battle: "left behind" Baidu war situation?

via:博客园     time:2017/4/11 9:00:41     readed:916

At the beginning of 2017, the quiet takeaway market has waves: the new baked industry data show that hungry, the US group and Baidu three strong has formed an oligopoly pattern, a small company few survivors, a large number of out.

Three strong qualifying pattern also began to change, the US group "overtaking" and hungry what the gap is minimal; Baidu take-away began "lined up" market share fell, but also frequently spread layoffs, shrink and executives leave The news.

"China Economic Weekly" photographer Hu Wei | photo

"China Economic Weekly" chief photographer Xiao Yi | photo

"China Economic Weekly" reporter Sun Bing | Beijing reported

At the beginning of 2017, the quiet takeaway market has waves: the new baked industry data show that hungry, the US group and Baidu three strong has formed an oligopoly pattern, a small company few survivors, a large number of out. Three strong qualifying pattern also began to change, the US group "overtaking" and hungry what the gap is minimal; Baidu take-away began "lined up" market share fell, but also frequently spread layoffs, shrink and executives leave The news.

All the industry seems to have been met, the industry concentration is increasing, the players have been running out, the play is also gradually changing; industry is large enough and still growing rapidly, burned for several years but the profit is far away and the " Video, a taxi, such a node seems to mean: the decisive battle is coming.

Midfield: burned tens of billions of three strong two strong?

"How much is the average cost of a single takeaway?" "Seeing the hungry at the Boao Forum for Asia, founder Zhang Xuhao, a reporter can not wait to ask this question that everyone is very concerned about. "Each single 1 to 2 dollars range. "Said Zhang Xuhao. According to the data provided by the hungry, the daily order volume of more than 9 million single. This means that a year down, burn the funds may be more than 4 billion yuan.

March 20, the US group take-away announced: platform to complete the order volume of more than 10 million single. So rough calculation, the entire take-out industry, the annual burned funds will not be less than 10 billion yuan.

According to the latest statistics released by the statistics show that from the year 2016, hungry accounted for 34.6% of the overall take-away market share, the US group take-away, Baidu takeaway were 33.6%, 18.5% share of the second And third. According to the third quarter of 2016 data released, the US group take away, hungry Mody, Baidu take away a total market share of 94.1%, of which the US group take-away market share of 40.7%, hungry what 35% Baidu takeaway for 18.4%.

Hungry what is the earliest, the market share of the largest take-away company, April 2009 on-line; and the US group take-off on-line time is in November 2013, Baidu take-away is in May 2014. However, the US group is working force & ldquo; overtaking & rdquo ;. There are take-away industry insiders said that in the first quarter of 2017, the city continued to rumble, and then the United States Mission overtake.

"Our market share in the last month is about 54%, is already the first place to sell the industry at home and abroad, and in 2016, the US group take away GMV (turnover) is the world's first. "US group commentary vice president and takeout and distribution business unit general manager Wang Pu in the media communication meeting said.

Why is the US group quickly overtaking, and later on the issue, Wang Pu in the "China Economic Weekly" reporter said, take away and electricity business, like the fight is the supply, flow and distribution of three major capabilities. First, the US group has a very complementary and able to coordinate the flow of the matrix, including the US group take-away App, the US group App, the public comment App and WeChat super entrance; Second, with self-help, joining, crowdsourcing and other models, Of the distribution rider from three years ago three or four hundred people to the present development of more than 30 million people; Finally, the US group to attract high-quality supply, the current cooperation business more than 1 million.

Who is the boss? In fact, the discussion is also meaningless, because the takeaway war stalemate, comeback and was overturned almost instant things. However, the spectators do not have to wait too long to wait, because "decisive battle" is not far away. After several years of development, take-away market size has reached 100 billion yuan, but also the rapid growth, but the industry is still facing a collective burn and not profitable curse. With the market pattern of clarity and concentration, the market will bid farewell to the barbaric era. Some media believe that this means that takeaway war into the second half, the knockout is about to begin.

Now the most people to pinch the sweat is Baidu takeaway. 2015, Robin Li released rhetoric to spend 20 billion US dollars of force O2O, big Baidu glutinous rice and Baidu takeaway. Although Baidu takeaway quickly seize the market share of nearly two percent, but did not achieve the industry's second goal. 2017 at the beginning of the new year, Baidu takeaway continue to come the news of turbulence, product director leave, reduce the business area, layoffs, vice president also rumors have been removed;

Although Baidu official said the company will not give up O2O business, but Li also read in the earnings conference, Baidu & ldquo; reduce the consumption of glutinous rice and Baidu consumer subsidies and marketing costs & rdquo ;. The industry believes that this is still a need to burn a lot of business, there is no budget without the future.

However, Baidu takeout is still the biggest variable in this market, although can not be the second, but if it is merged with any of the other two, will bring no pressure on another. This kind of "love story" in the capital-driven, has occurred numerous times.

"Six months within the take-away market will be changed from two to two. Zhang Xuhao at the Boao Forum for Asia 2017 annual meeting, said he expected the formation of the three pillars of the situation lasted up to 6 months, the laggard's market share has been "negligible" and "rdquo ;."

"No matter who and who merger, the US group take-away will maintain a leading edge. Wang Pu in the case of a reporter to respond to whether the US group will buy Baidu takeaway speculation.

Evolved: from the fight to fight to fight service

Bida Consulting statistics show that the total turnover of domestic and foreign markets in 2016 amounted to 171.65 billion yuan, an increase of 361% over the year 2008, 38.21 billion yuan, 10 times the size of the market two years ago. Wang Pu also used the "lavish" to describe the three or four years to take off the development of the market.

However, has been crazy for several years of takeaway market also exposed some problems. 2016, CCTV 3 & middot; 15 evening exposure of the hungry there are a number of businesses without a license to operate, the kitchen environment dirty mess and other issues, a time of public outcry. In fact, the takeaway is indeed the last one or two years of consumer complaints one of the hardest hit, black workshops, food safety, health and other issues often seen in the media.

"Happy Valley of the barbaric era of growth is over, quality take-away is beginning to become the user's first demand. Analyst Yang Xu told the "China Economic Weekly" reporter, she believes that the life service market has entered the market after the start of the second half, began the second half of the competition, the flow dividend is coming to an end, the core of the enterprise competition Force to the user transfer.

"With the consumer end of the consumer upgrade, only to improve the service and quality, in order to increase user stickiness, thereby enhancing the amount of orders. Yang Xu analysis, this change is behind the user changes, takeaway from the campus started, but now white-collar workers is the main user group of take-away market, they take the quality and service of takeaway higher than the requirements of college students.

Ereli Consulting released the "2016 China take-away O2O industry development report" shows that users choose to take away O2O platform, the most valued three factors are: food hygiene and safety (33.6%), food taste richness (13.2% ), Take away O2O platform brand awareness (10.2%).

From the second half of 2016, many takeaway users can already feel: the number of red envelopes less and less, the amount is getting smaller and smaller. Wang Pu said that the subsidy strategy is indeed based on different cities, different user performance, different competitive environment to develop. US group from the second half of last year, did end the extensive growth, deep plowing as a strategic direction for the future.

For the market is not enough to concentrate, you can reduce the subsidy to start the "harvest & rdquo; Hungry and the United States group said, did not intend to profit. "Our goal now is not to make money, but to continue to penetrate the market." Zhang Xuhao that the take-away market continued to burn the day is coming, many cities have begun to profit, and as long as the market and then grow up for some time, the company's profits can be put before all the money earned in a year to earn back.

Wang Pu also said that only the industry has been the fastest growth stage is the time to make money, for the take-away industry, this stage at least a year or two later. "Between size and profitability, I believe that the board and the investors will choose to grow fast. Our cash flow is very abundant, the United States group comments in addition to the current take-away, other business has achieved overall profitability, I need to help them spend money to increase the value of the company. & Rdquo;

Future: Become a local service provider

According to the hungry the relevant person in charge to the "China Economic Weekly" data, as of December 2016, hungry what online ordering service users amounted to 100 million, hummingbird immediate distribution platform peak distribution orders more than 3 million single, registered hummingbird Distribution of up to 1.8 million people, including its own distribution staff more than 6,000 people, the standard human efficiency to an average of 35 single.

While the US group announced the number of active distribution rider has more than 300,000. For example, in Beijing, in fact, the number of our distribution staff has been more than & lsquo; four links one of the & rsquo; any one. In the country, but also more than the sum of all the landing with the company. "Wang Pu revealed.

Wang Pu said that the meal service has a clear peak and trough time period, and the ideal state of the ratio of lunch and dinner 1: 1 is actually difficult to achieve, some regional lunch and dinner vary widely, such as Beijing International Trade District lunch needs far greater than dinner, While Huilongguan is dinner is much larger than lunch. US group is currently using the crowdsourcing model, with a flexible capacity to solve the problem of wave trough, the community has a lot of flexible capacity can be used.

In addition to solving the efficiency of take-away delivery, takeaway companies are also considering how to make full-time feeders do more things to develop more flexibility and play a greater role. In the last mile distribution of everything, which is almost a take-away company common future planning. Take-away only as part of the company, city logistics is the future of the final, take-away platform will eventually become a local service provider.

Wang Pu said, such as the US group has just launched the "run errands" business, that is, the US group "logistics strategy" in the city with an important part of the user can provide some & ldquo; help to help "ralph lauren pas cher, Shunfeng actually have a similar business, but the service price is very expensive, which is related to the distribution of the express delivery industry. While riding an electric car take-away meal service is a great cost and efficiency advantages. We have enough spare rider to do this thing.In fact, the current just on the line less than a month, really grow very quickly. I believe that the future can do more things. "Said Wang Pu.

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