Recently, Meituan Takeout announced that its platform's daily order volume exceeded 40 million, a new high.

But affected by the epidemic, 2020 is not really a good year for restaurants and takeaways. Even though Meituan has long been predicted in the 2019 full-year performance report, its impact by the epidemic has exceeded expectations.

In the face of such a severe business situation, Meituan had to start breaking out to save itself. "Little Elephant" into "buy food", encoding fresh food e-commerce; aiming at the sinking market, Meituan preferred to move ......

MMT began to steal the rice bowl with the e-commerce platforms! Of course this is not something new for Meituan, over the past 10 years, Meituan has repeatedly taken food from the mouths of the giants, and it always gets it!

01

Breakout under the epidemic

According to the financial report released by Meituan, its takeout revenue and commissions in the first half of the year fell quite a bit. The financial report shows that in the first quarter, Meituan's operating revenue was 16.8 billion yuan, and its operating loss was 1.7 billion yuan, expanding by 31.6% year-on-year.

And the decline in performance was mainly affected by takeaway orders and commission income. The first quarter revenue of Meituan Food and Beverage Takeaway was 9.5 billion yuan, a year-on-year decrease of 11.4%, and the number of orders decreased by 17.3% year-on-year; the commission income was 8.6 billion yuan, with a commission rate of 12%. In contrast, during the same period in 2019, Meituan Food & Beverage Takeout's commission revenue was 9.9 billion yuan, with a commission rate of 13%.

The epidemic broke the balance between merchants and the Meituan platform, and further intensified the conflict between Meituan and merchants. In the first half of the year, because of the dismal business, many merchants have expressed dissatisfaction with the commission of Meituan. Because of the complaints received one after another from catering companies about Meituan Takeout, several industry associations in Guangdong, Sichuan, Chongqing, Shandong and Yunnan have also sent letters to Meituan, calling for a reduction in commissions.

Of course, in the face of the grim business situation, Meituan began to break out early to save itself.

From March this year, Meituan began to further strengthen the capacity of the rider, by expanding the scale of the rider, to expand the scope of delivery to more than 2,800 cities above the county level across the country, and through the upgrade of big data to realize the "whole area flexible scheduling".

On the other hand, Meituan is also "tearing off" its own takeout label, from delivery to "everything can be to the home" force, from the past relatively single food delivery, transition to send digital, stationery, flowers, data, common The company's business is to provide a wide range of products and services to the public.

And from the delivery of takeout to the delivery of all things to advance, Meituan has also begun to increase the "Meituan buy food" and "Meituan flash sale" and other new business promotion efforts.

02

From delivering takeout to delivering gifts

The Meituan Grocery Store is a fresh food retail business launched by Meituan's Little Elephant Division at the beginning of last year, which adopts the mode of app terminal + convenient service station to serve community residents within the scope of service. community residents. Through the community layout of the set of storage, sorting and distribution in one of the convenient service station, for the community residents to send food to their homes.

Today, Meituan Grocery has been on line in cities such as Beijing, Shanghai and Wuhan, and is gradually becoming a must-have app for some residents.

Meituan Flash is a new business based on the demand for instantaneous delivery of categories such as flowers and greenery, fresh fruits and vegetables, and supermarket convenience. The first entrance is the Meituan platform and enjoys the same distribution network as Meituan Takeout***, with targeted delivery upgrades and configurations.

In April this year, Meituan delivered Huawei P40 cell phone news. A user successfully placed an order for a new Huawei P40 through the "E-Link Xunda Huawei Authorized Experience Store" on the Meituan takeout platform, and just 28 minutes later, the Meituan rider delivered the new P40 to the user.

The platform for the rush delivery is Meituan Flash Sale, and many people are impressed by the lightning-like delivery speed of Meituan Flash Sale.

Since the beginning of the year, when we started to increase the promotion of Meituan Grocery and Meituan Flash Sale, these two platforms have made great strides. Recently, Meituan Takeout has been able to exceed 40 million orders per day, with Meituan Grocery and Meituan Flash Sale contributing a huge amount of orders, with both totaling more than 50% of the total orders.

In the new retail era, the high degree of integration between online and offline allows users to get what they need faster and more conveniently, and consumers no longer need to hoard, so instant consumption has become mainstream. The instant delivery market is hot precisely because of this.

At the same time, Meituan's logistics network has long been not limited to takeaway delivery, and its Meituan errand boy, grocery and fresh food, non-food takeaway, catering supply chain, clothing delivery, and food and fresh food supermarkets and other businesses.

In fact, it has long been a goal of Meituan to deliver everything from takeout. Only this epidemic has accelerated the march of this process.

Meituan, which gets more of its orders and profits from wine tours, store visits, Meituan grocery shopping, and flash sales, is tearing off the takeout label step by step and making some trending changes.

It also has multiple meanings for Meituan, firstly, it shows that it has made a stage breakthrough in its transformation from delivering takeaways to delivering everything, and secondly, it means that Meituan has come out of the woods of the epidemic.

From 20 million daily orders to 30 million daily orders, Meituan took 14 months. And from 30 million daily orders to 40 million daily orders, Meituan*** took 1 year. In comparison, Meituan's order growth rate is still on the rise, especially with the epidemic, this growth is not simple.

03

Meituan is "ripping off" the takeout label

"ripping off" the takeout label and "ripping off" the takeout label. "Takeaway label, and the capacity to successfully replicate the multi-industry Meituan, is bringing more imagination to the market. Meituan Takeout is more than just a delivery platform, and its diversified service offerings have gradually changed users' perception of it.

At the beginning of September, Meituan Preferred, which has express delivery service, opened a city in Foshan, which is the fourth city in two months following Jinan, Wuhan and Guangzhou, and plans to extend to the whole country.

Meituan is no longer the same Meituan that delivers takeout, but is moving towards life logistics, social e-commerce and other diversified services, will Meituan be the next logistics giant? Since Meituan is here, will Hungry House be far away?

Zhang Xuhao, CEO of Hungry Mansion, said that the pattern of the logistics industry in the same city may undergo some disruption, because the number of riders on the takeaway platform is increasing, and the timeliness is getting stronger and stronger, which is perfectly capable of taking on more logistics services in the same city.

Hungry Mansion has transformed from a catering takeout platform to an instant-demand life service platform, and Meituan has joined forces with Hungry Mansion to make a strong entry from the takeout circle to the logistics circle.

It's also clear that, like the original intentional dilution of the Dianping label, Meituan is deliberately trying to tear off the label of takeout.

In contrast, Meituan and Hungry Mansion are going to enter the field of logistics and distribution, and Shunfeng, the big brother in logistics, is also eyeing Meituan's main position in the takeout industry.

In March this year, SF Tongcheng quietly on-line "Feng food" small program, provide takeaway order and dine-in ordering services, including Pizza Hut, Texaco, Yoshinoya and other 52 restaurant brands have been stationed, the current takeaway ordering service has been opened, only limited to the corporate meals, there is no large-scale The service has been opened, but it is limited to corporate dinners and has not been promoted on a large scale.

It is worth mentioning that, against the backdrop of merchants complaining about the high commissions of Meituan, the conditions of entry of Fengshui are very attractive. Merchants online before July 1, the commission is only three thousandths of a percent, and after July 1, the commission is only 2%.

The entry into the takeaway segment of the market, not only to Shunfeng brought a new imagination, but also means that it will be with the two giants of Meituan and Hungry Mou to compete head-on.

04

Conclusion

Of course, at least so far, takeout is still the main business of Meituan, which is the first impression of most users of Meituan. After all, for a long time, in our subconscious, courier companies such as SF and SITO are the preferred choice for logistics and delivery.

But we can never underestimate Wang Xing's drive.

The road to diluting the image of takeout in Meituan is long and difficult. In the new retail era, the inevitable direction of the major platform shift of instant delivery, not only enriches the imagination of the logistics form, but also affluent the whole industry a new momentum and incremental.