Details of Didi's roll-out of eat-out and take-out business

Details of Didi's roll-out of eat-out and take-out business. The original shareholders, current shareholders and supervisors of the main company behind "eat-out" (Beijing Sadisfan Catering Co., Ltd.) are all held by Didi's human resources department. Didi launched the details of the takeaway business. Details of Didi's launch of "Eat Out" takeaway business 1

On October 9, according to Tech Planet, Didi is currently testing the catering service project "Eat Out" in Tianjin. The ordering process for eating is mainly carried out on WeChat, and users need to order food through WeChat official account and applets.

It is understood that the predecessor of "Owning to Eat" is called "Satisfying with Gaifan", and it has been piloted in some areas of Tianjin since mid-2121, covering Tianjin University and Nankai University. At present, there are more than 31 "Woao Dining" partners, and seven brands have been set up to operate independently to meet the needs of users with different tastes in dishes.

The original shareholders, current shareholders and supervisors of the main company (Beijing Sadisfan Catering Co., Ltd.) behind "Woao Dining" are all held by Didi Human Resources Department. According to informed sources, Didi plans to use this domestic business model for overseas takeaway services. Details of Didi's takeaway business 2

After the failure of Didi's takeaway business in 2119, Didi is making a comeback, once again entering the core area of Meituan and exploring the takeaway market.

Tech Planet learned exclusively from several independent sources that Didi's catering service project "Satisfying Gai Fan", which began testing in 2121, surfaced, is currently being tested in Tianjin, and recently changed its name to "Eating Out". Upon verification, the original shareholders, current shareholders and supervisors of the main company (Beijing Sadisfan Catering Co., Ltd.) behind "Owning to Eat" are all held by the human resources department of Didi. According to informed sources, Didi plans to use this domestic business model for overseas takeaway services.

both take-away business and catering service essentially use the catering track to drive the development of their own supporting businesses and broaden the dimensions of their own business pool.

affected by the epidemic in 2121, the take-away market has grown to 664.62 billion yuan, up by 15% year-on-year. As for the catering market, according to the data of China Commercial Industry Research Institute, it is estimated that the market scale of catering service industry in China will further increase to 4,698.4 billion yuan in 2121.

It can be seen that the online business related to catering is growing into a new track, and the influx of Internet giants has undoubtedly accelerated the competition and vitality of this market.

First, the "eat-out" which is different from "Didi Takeout"

Compared with the first-generation take-out service "Didi Takeout" launched in China, it is regarded by the outside world as the "eat-out" of the second-generation take-out catering service of Didi, which has been greatly improved.

Tech Planet has learned that "Woao Dining" was formerly called "Satisfying Gaifan", and it has been piloted in some areas of Tianjin since mid-2121, covering Tianjin University and Nankai University. It can be seen that the main users of "Woao Dining" are still mainly young people. In the choice of dishes, with the increase of platform suppliers, dishes are no longer limited to rice, but added to food such as flour and noodles, realizing the diversification of dishes.

At present, there are more than 31 "Woao Dining" partners, and seven brands have been established to operate independently to meet the needs of users with different tastes in dishes.

the ordering process for eating is mainly carried out on wechat. First of all, users need to pay attention to WeChat official account with the same name, then select "Order" in the bottom navigation bar to enter the applet with the same name, then click "Order Now", after selecting the goods, enter the settlement interface, and select in-store dining or packing to take away to complete the whole process.

It is worth noting that Woao Dining provides take-away delivery service, and the delivery is free, which is very different from the previous Didi Takeaway and most take-away platforms on the market now. 1 yuan delivery is also the main feature of this platform, and the delivery time is about 31-45 minutes, which belongs to short-distance delivery.

In the initial stage of eating, we can get customers through big discounts. According to a user who has experienced this business, Tech Planet said that the price of eating is very cheap, and it can be 51% off the original price, and a few yuan can be ordered for a takeaway, and the quality of the food is not low. In addition, the platform has also launched an activity of inviting friends, which drives the ability to get customers through social interaction. As long as the user successfully invites the activity interface to a circle of friends or face to face, both parties can get corresponding rewards.

the above users also said that after the order is completed, they will return certain coupons through evaluation, but they can't see other people's evaluations, only monthly sales. In addition, the merchants of similar dishes on the eating platform use the same side dishes, rice and packaging, and no matter what meals they order, they are sent from the same point.

Based on the above user descriptions, we can see that the current preferential strength of Woao Dining is relatively high. Through the preferential policies of WeChat official account, such as coupon distribution and platform self-reduction, we can gain users' attention and use, and at the same time gain the first batch of loyal users and reputation. The dishes are purchased and supplied by the platform in a unified way, and then the merchants make finished products for sale, so as to ensure the controllable quality and reduce the cost. The reduction of the cost can benefit the distribution of riders, which also makes the distribution in 1 yuan possible.

In addition to the platform construction at the C-end, Woao Dining also developed two apps at the B-end. They are "whoa-whoa eating merchants" and "whoa-whoa pioneers".

whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa, whoa. The pioneer App is a merchant signing and maintenance tool developed by the manager of the eating business. In addition, Woao Dining is also increasing the recruitment of merchants, trying to expand its influence at the local level.

It can be seen that Woao Dining has initially formed a relatively complete supply system and platform system. Compared with Meituan and Hungry, it has advantages in price, distribution and quality except for fewer audience users, which provides support for Didi to try version 2.1 of "Didi Takeaway" in China.

Second, the battle between Didi and Meituan

A small-scale test proves that Didi has not given up the takeaway cake.

Looking back at the timeline of Didi Takeaway, it took only three months to go online from the exposure of the Takeaway Business Department in February 2117 to Kaicheng in Wuxi in March 2118.

On March 6th, 2118, Didi Takeaway announced its first landing in nine cities, including Wuxi, Nanjing, Changsha, Fuzhou, Jinan, Ningbo, Wenzhou, Chengdu and Xiamen. The platform won the first batch of merchants and users by reducing commissions and rewards. In April of the same year, Didi Takeaway won the first market share and high-intensity play in Wuxi, which produced certain effects, far exceeding internal expectations.

with the rapid development of Didi Takeaway, the competition with Meituan is full of gunpowder. For the statement published by Didi at that time, "This means that Didi Takeaway has become the take-away platform with the largest market share in Wuxi in just 9 days (8 days trial operation+official operation on April 9)", Meituan responded that Meituan Takeaway still ranks first in Wuxi market.

After that, the competition between Didi Takeaway and Meituan Takeaway continued. From the platform to the merchants, now to the riders, all-round confrontation is launched.

In terms of riders, Didi has loyal riders and its own riders. Among them, the loyal riders have a guaranteed income of 11,111 yuan, and a single commission is as high as 15 yuan, which has a great temptation to the riders of the US group's takeaway, attracting many riders to settle in Didi. Merchants have also gained a lot of money through subsidies from Didi.

At that time, Didi's recruitment of take-away merchants was a targeted invitation system, and not everyone could sign up. It also made the outside world guess that Didi Takeaway wanted to fill the vacancy after the withdrawal of Baidu Takeaway and become a high-end take-away service platform. According to the expected idea, it seemed feasible.

Didi's takeout was also seen as a response to the US delegation's entry into the field of travel.

In 2117, Meituan cut into Didi's travel field and launched "Meituan Taxi", which was vigorously promoted in 2118, and the two sides infiltrated each other's territory. Cheng Wei, the founder of Didi, shouted to Wang Xing, the founder of Meituan: "If you want to fight, you will fight."

for meituan, travel business is a field that must be set foot in. The beauty group focuses on "eating, drinking and having fun", and these businesses can be connected in series by taxi. The emergence of Didi Takeaway is Didi's attempt to expand in a new direction. However, Didi Takeaway is not as easy to integrate into its own ecosystem as the US group takes a taxi, and the mode of burning money is not sustainable. It is not easy for Didi to maintain continuous burning of money, with low commission, kindness to riders and reward users.

In the end, Didi Takeaway didn't come to the end in the development process. Later, Didi began to move the takeaway from the domestic market to overseas markets.

The launch of "Eat Out" is regarded as version 2.1 of Didi Takeaway by the outside world. It can be seen that Didi abandoned the rude subsidy in the early days, but tried it in a more clear form of "1 yuan distribution+self-developed dishes+take-away".

It's worth noting that when we order food through WeChat channel, it can be seen that Didi hopes to promote business development through social means, similar to the promotion method in Pinduoduo in the early days, and attract users with preferential activities with the help of social traffic in WeChat. Comparing the reading data of articles on WeChat official account Wechat for nearly one year, we can find that the number of single articles has increased from several hundred to about two thousand, and it is increasing steadily, which proves that this kind of play has brought certain effects.

In the current take-away market, Meituan and Hungry have occupied an absolute advantage in market share. It's not yet known whether Woao can eat in deus ex, but its appearance means that there are new possibilities in the competition pattern of domestic and foreign sales markets.

Third, Didi needs a new story beyond travel

As the originator of taxi application, Uber launched a takeaway business called UberEats in the United States in 2116. Because of its fast delivery speed, it was loved by many users and quickly launched in many cities around the world.

UberEats' food delivery task is completed by Uber drivers. It usually takes only a few minutes to complete a single service, but it can earn $5 for running errands, which also gives drivers an extra income and accelerates the integration of take-out and taxi business.

Uber CEO Dara Kosrosasi said: Three years ago, our UberEats business just started, and now it has surpassed the taxi business. It took us three years to create a second Uber internally. Today, UberEats has become the largest takeaway platform in the United States, Japan and other countries and regions.

Uber's success has made Didi feel the same way. Although Didi's takeaway in China is not ideal, Didi has not given up this business, hoping to regain the takeaway business and tell a new story.

So we launched different take-away platforms such as "99 food" and "didi food" in Brazil, Mexico, Japan and other countries, and absorbed UberEats' driving delivery in the delivery mode, which closely combined Didi's overseas travel business with take-away.

In addition, Didi plans to use the "eat-and-eat" business for overseas takeaway services. It is not difficult to see that after Didi regains its take-away business, it has defined two domestic and overseas take-away business lines. Overseas take-away will be combined with overseas localization through domestic business exploration to improve the competitiveness of overseas business. Although the domestic business is an experimental field, it is still possible for Didi to develop its take-away business in China through improvement and exploration.

Although the domestic and international sales markets have been dominated by Meituan and Hungry for a long time, the big Internet companies still have ideas about the foreign sales market, especially in ByteDance, which has been increasing its local life recently, and the news of testing the heart-warming take-out has been reported, and Netease has also done relevant research on take-out, showing that Byte and Netease, and even potential Internet companies, intend to get a slice of the take-out market.

at present, the domestic and international sales markets are far from peaking. According to CCTV financial report, by the end of 2121, the total order volume of national take-out will reach 17.12 billion, up 7.5% year-on-year. The number of take-away users in China is close to 511 million, and the post-81 s and post-91 s are the backbone consumers of food and beverage take-away services.

The rise of young people's spending power has attracted all parties to enter the catering and take-away market, such as Box Horse Coffee, the online tea brand "Taoyuan Yuye" in Byte, and the spicy incense pot brand "Chan Ali" of Meituan.

At present, it's not clear whether "Woao Dining" will be widely promoted in various places. However, Didi, which has changed its style of play in the take-away market, has already differentiated itself from other take-away platforms, such as Meituan and Hungry, and may open up a new path. Details of Didi's launch of "whoa, whoa, eat and take-out" business 3

When you mention the name Didi, the words "online car rental" and "taxi" must come to mind first. Recently, Didi has quietly launched a new business called "whoa, eat and eat", and listening to the name is related to food in basic necessities. Yes, that's right. This new business is takeout. In fact, Didi has tried to enter the take-away field before and set up a "Didi Takeaway" project, but it has not seen any improvement so far. Recently, this "eat-and-eat" business focuses more on short-distance delivery and take-away business, and the official feature is 1 delivery fee. At present, at the initial stage of burning money, the official also gave a substantial discount, and interested friends can pay attention to a wave.

Ow-ow Eating App has been put on the Appstore

Didi's move can also be regarded as giving itself one more business development direction. After all, Didi's performance in recent years is obvious to everyone. As a large Internet company, it needs to find more development as its focus to "get out of trouble" for itself. Why not let our consumers eat convenient, safe, delicious and affordable takeout? After all, a market with a hundred flowers is a relatively healthy state. If it were you, would you try the take-out on the new platform? Still choose Meituan and Hungry? Are these traditional takeaway platforms?