The takeaway war is protracted, and it can't be done in a day or two.

In the previous life, it was because of the collision of two major groups, whether it was Tencent or Alibaba, both of which were behemoths with a market value of hundreds of billions of dollars.

It is impossible to fight with all their strength between the two, which will undoubtedly affect the entire domestic market, but at their level, if it is just a small fight, or let the people below fight, it will be difficult to distinguish the winner or loser.

Because of such a takeaway war, a Wang Xing's fame has soared, but in fact, he is not the only one whose fame has skyrocketed.

Zhang Xuhao is another star of this takeaway war.

He was born into a business family in Shanghai, his grandfather was the local button king, and his uncle was the bearing king. The edification of the family has made Zhang Xuhao's business acumen innate.

Zhang Xuhao was admitted to Tongji in 2003 and entered Jiaotong University in 2007 with high scores to start his postgraduate studies. At Jiaotong University, Zhang Xuhao was obsessed with online games, often playing games until he forgot to eat, staring at his roommate at ten o'clock, and was reluctant to go downstairs to buy food when he was hungry. At that time, takeaway was not widely accepted, and most stores did not have takeaway services, let alone were reluctant to deliver takeaway late at night. Zhang Xuhao, who was flexible, keenly saw the business opportunity, pushed it in the form of a small advertisement, and bought 8 battery cars with his roommates and started delivering takeaways.

However, every new thing will inevitably suffer multiple obstacles before it rises, and Zhang Xuhao is no exception. Less than two weeks after the small advertisement was posted, Zhang Xuhao's team was driven away by the chengguan.

At that time, Zhang Xuhao had an idea, printed 20,000 leaflets, and started a sweeping action in the morning and evening; in addition, Zhang Xuhao actively expanded online channels and sent a promotion letter to everyone in the forum through the BBS of Jiaotong University.

This trick made Zhang Xuhao's orders skyrocket, completing the gratifying results of 200 orders on the same day in two months and 1,000 orders on the same day in six months.

For a while, restaurants near Jiaotong University all knew such a "takeaway service provider". On the basis of the support of some brick-and-mortar restaurants, Ele.me has entered a period of rapid growth and development. In the process of development, Zhang Xuhao has encountered many competitors, but there is only one - Meituan, which is dominated by Wang Xing.

These two people can definitely be called a moment of brightness.

At that time, Ele.me and Meituan went head-to-head, Meituan had an absolute advantage in capital strength, talent reserve and technology development, and Ele.me was in trouble. Zhang Xuhao noticed that Meituan is concentrating on group buying, catering, cinemas, hotels and other fronts, and the food delivery field tends to be conservative. After discovering the entry point, Zhang Xuhao immediately made strategic adjustments: increasing manpower in various regions, strengthening the performance appraisal of personnel with tough indicators, and taking the initiative to provoke a price war in the takeaway market, betting on the word "consumption".

Meituan subsidizes 2 yuan, and Ele.me subsidizes 3 yuan. When you encounter a big red envelope for activity subsidies, all are free of charge!

In the end, this world-renowned war in the food delivery industry, with Meituan's conservative strategy, turned from a period of attack to a period of confrontation. Ele.me's market share has finally surpassed that of Meituan.

Wang Xing's success lies in his maturity, stability, and prudence. And Zhang Xuhao's success lies in the courage of young people.

Both of them are very good, otherwise it would be impossible to use the two of them as the vanguard and cause the two super groups to start a takeaway war.

In this life, Tengxun and Ali have not been fully involved, of course they have intervened, Zhou Fangyuan also knows, and he is too lazy to say anything, anyway, everyone has a former relationship, so more or less, it will not be as intense as in the previous life.

The core of the takeaway war in the previous life was the competition for the market.

And on the surface, it is to burn money.

It's a war between merchants, platforms, and customers.

The support of the takeaway platform for brands and individual stores, in this regard, is indeed the greater support of the takeaway platform to the brand store.

Because brand stores are much stronger than individual stores in terms of not only dishes but also services, but brand stores, for the most part, are much more expensive than individual stores, and the same price competition, even if the platform subsidizes, it is difficult for the order volume of brand stores to be higher than that of individual stores.

Brand stores do not rely entirely on takeout to make profits, and many brand stores only account for part of it. For example, KFC, McDonald's, and even Medtech and other brands have small takeaway orders, many of which are around 1,000 orders, but many of the same burger individual restaurants are in the volume of four or five thousand orders. If the platform does not support high-quality brand stores, these brands will have fewer orders, and they will slowly ridicule the platform. The platform needs high-quality brand stores to improve quality, but there are personal stores that need to be brave to kill.

A brand is like a general in a war, and a personal store is like a soldier rushing to kill.

It's hard to maintain the balance between platforms, merchants, and customers.

The platforms with the largest takeaway volume are Meituan and Ele.me, and Meituan began to cut leeks after it went public in the previous life. First of all, the platform has increased by about 5%. Then there is an increase in delivery fees, a decrease in subsidies or even none. At that time, Ele.me had been losing money even after being acquired by Brother Da Ma, after all, his subsidies had always been more than Meituan. Meituan's move to start collecting money and collecting lines has led to the share of takeaway in many cities being forcibly occupied by Ele.me. Take Ele.me, for example. Ele.me's subsidy is divided into three parts, one is for users, one is for riders, and one is for merchants.

The main thing for users is to send large coupons and Ele.me super members.

These often kidnap merchants, Ele.me pays more than half, and merchants pay about 40%.

Coupons are issued, super members are purchased by customers, and part of the money purchased is given to Ele.me, which can reduce part of the burden of Ele.me. Ele.me subsidizes riders, and Ele.me lists are less than Meituan, but the unit price is higher, plus overtime subsidies and distance subsidies, and the money deducted from the merchant is often subsidized to riders.

Riders often have six or seven or even a dozen dollars for a single order.

Ele.me subsidizes merchants by two yuan, and the time may vary from one week to another. There are also traffic subsidies for merchants. Ele.me and Meituan grab the market, but they will pull the merchants into the chariot, I bleed and you bleed, for example, Ele.me 9.9 yuan meal, the merchant may get it for six yuan, but the customer pays the delivery fee down to more than fifteen. In fact, the merchant does not make money, the merchant adds a delivery fee of two yuan, and the 9.9 yuan package to the customer is not 9.9.

At that time, the two sides of the war were Meituan and Ele.me, and the merchants were their ammunition and bodies, and the platform was like a command headquarters. Both want to get the most out of the least resources, but wars are often not the final word!

The platform gives more support to merchants, and the platform loses money, and merchants recover more profits at a smaller cost, and part of the rebates are given to customers, so as to achieve the profits of merchants and customers.

But the platform will not let himself continue to lose money, and his losses in the early stage are to let himself get a bigger harvest in the later stage. It's just a matter of how long or late the harvest will be.

When the platform starts harvesting, he will focus on harvesting merchants. It is often to increase commissions and reduce subsidies. This leads to a decrease in merchant profits, which in turn increases the unit price, which is passed on to customers. When customers see an increase in prices, they will order fewer takeaways, which will lead to lower profits for merchants and platforms. It's a cycle, and maybe a single move by the platform will cause a whole chain reaction. This is the secret war of takeaways.

There is an undercurrent between merchants, platforms and customers.

The platform has an employment relationship with the rider and the merchant platform and the rider, and Meituan and Ele.me have their own special delivery and crowdsourcing.

The delivery scope is smaller than crowdsourcing, but each order will be delivered instantly and quickly, and the Meituan and Ele.me systems will deliver the food to the customer. What is crowdsourcing, crowdsourcing is not a special rider of Meituan Ele.me, some even run Dada or run after work for a while, but they just register crowdsourcing on the platform or cooperate directly with a local courier on the platform. Crowdsourcing is generally for riders to grab orders, and if there are no riders to grab this order, the platform and merchants can increase the price for riders.

On rainy days or peak periods, the delivery fee for each order will be relatively high. However, the corresponding order quantity is unstable and the distance is far away.

If you are a novice, you will suffer more in the early stage of crowdsourcing, because you are not familiar with the road and will grab a bad list. The platform sometimes reduces the delivery fee of the rider, or does not give subsidies in hot and cold weather, etc., causing the rider to go on strike or go to another platform. Therefore, before Zhou Fangyuan's rebirth, many cities in Meituan had a large number of orders, but the unit price was low, and Ele.me was the opposite. It's a balance between the platform and the rider.

Platforms, merchants, riders, including customers, are all involved, and this is the most obvious manifestation of the food delivery war.

Zhou Fangyuan watched the fire from the other side, and did not end the game in person, but was looking for the right time.

What is the right time?

Kim Polo universal the moment of the whole country.

Since the birth of Kingbolo Fast Food, the pace of expansion has never stopped, but today, Kingbolo's franchise and self-operation have reached a very high level, and it can be said that it is even more difficult to go further.

At this time, the arrival of the takeaway war is a good opportunity.

In the previous life, this war gave birth to a big winner.

Who's it? It's the Weike Tuo Group!

Its takeaway brands such as Taiziwei, Hong Kong Island Chronicles, and Braised Fan Er rank second in market share among several major platforms, with nearly 2,000 stores. While other merchants were suffering from the takeaway war, Weiketuo became one of the big winners among the merchants.

The group has seven brands, mainly Taiwan-flavored, with nearly 2,000 stores, ranking second in the entire takeaway market, with Wallace first and McDonald's third.

The general trend in the future is the branding, chaining and globalization of the entire domestic catering. In this general trend, the group does more to do a good job in the division of labor, that is, let professional people do professional things. The core competitiveness of an enterprise will not be too much, but in order to build a chain catering brand, its core competitiveness must be diversified, with expansion capabilities, a strong back-end supply network, brand support and a strong management team.

They have been engaged in the restaurant chain industry since 2008, and have been precipitated for almost ten years, and have strong competitiveness in the entire national investment promotion; secondly, they have experienced the takeaway brand of Taiwanese flavor from 0 to 1, 1 to 100, 100 to 1000, In addition, there is a core competence is the supply chain system, and the supply chain system of Weiketuo Group has been fully opened in the country, and there are two or three stores in Tibet.

As early as the time when they first decided to cut into takeaway, in fact, it was earlier than the outbreak of takeaway with the help of mobile Internet, and at that time, Weiketuo Group was sure that this model would definitely work.

To put it bluntly, there are too many pain points in the catering industry, such as higher and higher rents, higher and higher decoration costs and higher labor costs, and the competitive pressure of the entire catering industry is increasing, that is, the revenue side is slowly rising or remaining unchanged, while the cost side has risen sharply, which is definitely not possible.

The core point of takeaway is to solve the cost problem.

It is only necessary to choose a third-rate location in a first-class business district, so that the rent cost of 50,000 yuan a month may be reduced to 5,000 yuan, which can save a lot of money a year; in terms of decoration, it is only necessary to make the kitchen clean, so that the cost of hard decoration will drop from 70,000 to 80,000 to 30,000 or 40,000 yuan; and the personnel should start with standardization, because the takeaway is mainly based on centralized meals, so as to ensure that there is sufficient manpower allocation during the peak period. In the past, a store needed seven or eight people, but now it only needs three or four people, and human resources during non-peak periods can focus on marketing and promotion to feed orders during peak periods.

Consumers are also becoming lazier in general, and the time is right for the takeaway model. And at that time, several major takeaway platforms had not made much effort, and Weiketuo Group had already begun to lay out, and when several major platforms smashed down for billions, the market demand exploded, and they had already prepared in place, so it created the later Taiwanese flavor.

When the third-party platform has not yet made efforts to do the distribution end, they themselves first hire people, then recruit hourly workers, and the third is to cooperate with large restaurants and hotels. Because many hotel employees are idle at noon, and the peak hour is in the evening, so through the way of cooperation, they can use their surplus manpower at noon, on the one hand, to solve part of their labor costs, on the other hand, they are also very happy, because the staff has more income. Subsequently, with the self-built delivery of the takeaway platform, Weiketuo no longer needs to do too much of this action.

And in terms of takeaway businesses, the head effect is really obvious.

What is done well is definitely getting better and better, because the core of catering is the product and the cost. When the scale gets bigger, the cost decreases and the competitiveness increases. It's the same with takeaway, when there are 1,000 companies making the same product, and the taste difference between them is not big, whoever has a lower cost will have more advantages.

As for the relationship between Weiketuo and several major platforms, the most important thing is integration, and if the platform is good, the merchants will definitely get better and better.

But the premise is that whether it is a platform or a merchant, the core goal is to serve consumers well. Especially in the later stage of the food delivery war, platforms tend to be rational - from a large number of subsidies to very little subsidies to no subsidies, this logic is actually correct. Takeaway itself is not a category that survives on subsidies, and it is necessary to guide people who really need it to order takeaway, rather than requiring everyone to consume, or picking out people who want to be cheap, so that a positive cycle will be generated, because only when the customer demand is accurately positioned, the services provided by merchants can be accurate, so that they can eventually generate profits and be a long-term business.

Therefore, this road of Wei Ketuo is also suitable for Zhou Fangyuan, who not only wants to build a takeaway platform, but also a takeaway business, although it will be a little ugly to eat like this......

But who cares? Zhou Fang is far from caring anyway.