Before discussing whether takeout operations are really reliable, I think we can discuss whether restaurant brand design, restaurant space design, restaurant training is reliable.
When I saw this topic, I guess most people would say that these are quite reliable, why are they reliable? Because the delivery of these things and the delivery of takeaway operations have most of the business mind is not the same standard, design class delivery is the picture or drawing, training class delivery is the process and experience, takeaway operations delivery is "money (turnover)".
The design and training categories are in the process of delivery, and the dominant influence is in the hands of party B. The design and training categories are in the process of delivery. When we originally analyzed the nature of takeout, we mentioned that "the essence of takeout is to provide users with products that meet their needs and earn a reasonable profit", and in this logic the dominant influencing factor is actually back in the hands of the A side.
If the party in the case of these basic factors are better, on behalf of the operation to do is through its skills to ignite the fuse can be, if these basic factors are not good, and then bully on behalf of the operation are powerless to return to heaven.
Is not really reliable is actually a relative concept, first we should be clear what the purpose of looking for the operation. I have encountered merchants generally have the following kinds of demand: 1), the growth of single volume (do the data show points, and then you know); 2), do the growth of gross profit amount (this is currently more encouraged by me, in the case of relatively no increase in fixed costs, to obtain more gross profit amount); 3), do the outsourcing of manpower (their own recruiting operation involves recruiting, cultivation, management, labor and other explicit and silent costs, sometimes). not as cost-effective as outsourcing).
In the above categories, the first two types of growth in the most vigorous demand, here is also the most likely to be unreliable thing, unreliable is actually equal to the cost of Party A paid far more than the value created by Party B. So this is the same as Party B's fee model, which is the same as that of Party B's fee model. So this has a lot to do with Party B's charging mode, operation level and Party A's basic conditions. Of course, we do not deny that the industry is full of a lot of "fried chicken (industry jargon, meaning that the crown of the small set)" service providers, such as charging a few thousand dollars a month, the commitment to how long after the number of orders to give you if you do not meet the follow-up service will not be charged.
Generally speaking, takeaway generation operation currently has three charging mode is most popular: pure commission, pure collection service fee, basic service fee + commission.
Fewer service providers offer a pure point-of-sale model, generally speaking, the service chain type of large merchants will use this type of model, this model is the least risky one for merchants, because it is purely pay for results, and it is more important for the operating company to make results than to sign new customers.
Pure service fee (relatively high price) This model is the most risky one for merchants, because no matter how the effect is charged the same fee, for the operating company to renew the fee and the effect of the new signing the same.
The basic service fee (relatively low price) + commission this model for the merchant and the operation of the company is relatively good way to weigh their interests, because the final effect is the merchant and the operation of the *** with the superposition of the results. Merchants pay the basic service fee to ensure that the operation team to do the normal service process, regardless of the results of good or bad will be able to pay the basic cost, and the other more income from the actual results.
Is there a bigger future for takeout operations?
The world is bustling with takeaway agency companies coming and going, constantly hearing about teams that have terminated their business, and constantly hearing about new teams coming out. This industry is also the same as the food and beverage industry, constantly opening and closing stores, in this open and close, is also considered to solve many employment problems.
From the second half of the previous year began to heat up the takeaway operations, industry resources are good to quickly get financing team, from the platform resigned from the pull out of a few partners began to do the team, originally engaged in the e-commerce operations team, there is a brand company independent of the team ....... I got a list last year, the list is basically a national or local relatively well-known team, the list alone has hundreds of, counting the rest of the large and small teams, the country at least thousands of companies do takeaway operations related business.
Such a hot market, the year before, there are a few frequent rumors of financing, last year the market seems to have suddenly cooled down. Is the market itself a false proposition or is there some other reason why we don't hear a lot of explosive news anymore?
First of all, let's look at how big this market can be, do takeaway operations have many people use Baozun (listed on the NASDAQ e-commerce operations company) to make comparisons. E-commerce operations and takeaway operations at first glance is indeed a similar company, are doing operations business, but carefully analyzed and found that in fact not. On the catering operations and e-commerce operations on behalf of the biggest difference, I think the service industry is different, catering is a localized service-oriented business, e-commerce is more based on the global standardized product business, which is like its respective ecological company Taobao and the United States hungry the same difference.
If you can't take a listed company to do the comparison, it means that we are creating a new business, and in the new business startups have to do two validations before we can imagine the future space.
The first validation is the value validation, the value validation is simply that there is no customer is willing to pay to buy services, from this point of view, I am positive about it, because there are a lot of companies have successfully verified this thing. The second validation is the growth validation, I think all the current operating companies are basically stuck on this, if you can't do the growth model validation, it means that this business is supposed to be small and beautiful. Of course, there seem to be very few or no publicly traded companies that are engaged in restaurant brand planning, design, and training.
Why do you think takeout companies are stuck on top of the growth model? Because the "takeaway operation" product is to provide merchants with on behalf of the operation and gain revenue, and the main body of this operation is a person, the most critical is that it is not a factory like assembly line people. It is very difficult to reproduce a comprehensive operation talent, a person's ability even if strong is also a limit, the day is only so long, to do things will not be reduced, which means that the total value creation is limited (this limit is not the same in different companies).
In other words, the growth of a takeaway agency is essentially the growth of people, and it is a linear growth to get double the growth by putting twice as many people. But unfortunately, the growth of people has not been able to solve the growth of the business, in the beginning of the article we talked about takeaway operations can not get results, the dominant power is not in the hands of the operation company but in the hands of the merchants.
I think takeaway operations have to achieve the following points of fit will go farther:
1), can continue to provide greater value than the cost of merchants to pay.
2), perfect and healthy talent training and training system (although the word training can be disassembled into training and training, but I would like to understand it as a theoretical teaching system and a system of practical exercises).
3), through the monthly compound retention rate to test whether the system is really continuing to provide value for merchants.
4), through scientific and technological means to enhance the efficiency of the service, for example, the current meal to see the boss can provide intelligent bidding services, the original is through the artificial experience to control the bidding, now we can realize the algorithm according to the historical data and the business circle to adjust the bidding automatically calculate, thus greatly reducing the artificial staring at the bidding led to bidding can not be spent, spend too fast, bidding is not reasonable and other issues. Of course, there are many companies are actively doing the extension of the surrounding business, such as supply chain, finance, SaaS system, joint development of operating brands, training and other food and beverage-related business.
? Conclusion
As a plate in the takeaway ecosystem, takeaway operations, just like the many catering brand design companies, training companies, will exist in the whole trillions of dollars under the plate dependent, there is no giant can all eat.
With the takeaway operating company operating more and more in depth, various dimensions of the operating data (takeaway inherent data integrity brought about by the user ID, user address and other information for the future of how to accurately serve the user to bring a great imagination) accumulated more and more, the future can be plugged into the big data, artificial intelligence super engine may be able to give the catering industry to bring more innovation.
To tell the truth, takeaway operations will not have any company has a 100% success rate (dare to publicize so directly can be judged as a liar), if you do not do a good job of trial and error with some small money ready to merchants, it is best to make more efforts to learn their own, you can look at the real heart to do the catering industry in-depth dry content Chopsticks to play thinking, the largest cost of self-learning only the cost of time and brain power costs, the cost of money in the case of smaller, at least we have to pay for the cost of the food. The biggest cost of self-learning is only the cost of time and brainpower, and in the case of money, at least we won't have so much pain if the cost is small.
Maybe what I said above is wrong, this post just provides a perspective of my thinking, I hope we can look at it dialectically!