Wen | Professional Catering Network Angelie Liu

Tik Tok has entered the take-away industry!

A small program called "Heart Takeaway" will be launched in Tik Tok App soon!

This year, Tik Tok first made a group purchase, then made a "heart-warming restaurant", and now he has the idea of take-out, and his catering ambition is gradually revealed!

Can Tik Tok get a slice of the takeaway market dominated by Meituan and Hungry? Can catering businesses get some dividends from the giant war?

Tik Tok will launch a takeaway applet and enter the takeaway industry!

It is reported that Tik Tok has recently set up a team for take-out business, which is called "Heart Take-out" and Slogan is "Heart Take-out, Eat What You Love".

At present, the "Heartbeat Takeaway" applet is still in the internal testing stage and will be launched in Tik Tok App in the near future. At present, its page shows: it will be fully opened soon, so please look forward to it.

According to the developer information of the "Heartbeat Takeaway" applet, the developer is Beijing Weibo Vision Technology Co., Ltd., which is the main operator of Tik Tok App.

According to sources, "Heartbeat Takeaway" will be first opened in first-and second-tier cities, and then gradually extended to cities across the country. It is highly probable that catering businesses in Tik Tok will be invited to settle in, and the businesses will provide delivery services independently. It does not rule out that it will become a take-away platform with aggregation mode, and cooperate with Hungry or Meituan to conduct take-away business.

Once it becomes a take-away platform with aggregation mode, the mode of "Heart Take-away" will be similar to that of "Mangosteen Travel" in Tik Tok now, and it will directly convert trading orders for take-away merchants near the same city.

can Tik Tok still stir up the take-away market dominated by the duo?

In recent years, the take-away market has become a "hot cake" in the eyes of the giants.

In 2118, Didi launched an impact on the take-away market. Although it failed in the end, it also caused great waves at that time.

On May 11, 2121, SF Express officially launched the "Fengshi" WeChat applet, which focused on ordering food for corporate groups and attracted the attention of the whole industry.

even wechat has set up a "takeaway" section in the applet to link merchants.

From the previous "Heart-warming Restaurant" to the present "Heart-warming Takeaway", Tik Tok seems to be two giants who are determined to grab the US delegation and are hungry. However, it is even more difficult to get a slice of the take-away market.

1. It is more difficult to make takeout than group purchase.

In March this year, Tik Tok launched the catering "group purchase" function, which achieved good results as soon as it was launched. However, the difficulty of making takeout and group buying is not at the same level.

First of all, as far as the consumption scope is concerned, group buying covers the whole city, and it is normal to spend a radius of 11 kilometers or 21 kilometers. But take-out is different. Take-out basically does business within 3 kilometers around, which is much smaller than group buying.

In addition, group buying is lagging behind. Customers can place an order first and then choose another time to go to the store for consumption. However, take-out is instant consumption, and customers need to eat now. In this case, to enter Tik Tok, you must first search for the "Heartbeat Take-out" applet, and then search for merchants and dishes in the applet. The selection path is really too long.

2. Takeaway is high-frequency consumption, not interest consumption.

Tik Tok's trading and communication are more based on interest, and it is an interest e-commerce. However, interest e-commerce is not suitable for the scene of takeaway.

Many people place orders on Tik Tok, either because they like the anchor, or because they find this thing in the video interesting to them, or because they think this store is quite interesting after watching the video, and then go offline to spend money.

it's like going shopping. there is no specific demand, but you will buy what you like.

But take-out is different. Take-out is a high-frequency consumption. Customers have clear dining needs for three meals a day, so it is impossible to "wander around" aimlessly in Tik Tok waiting for their favorite restaurant to appear.

3. Without its own distribution system, it is difficult to compete with Meituan and Hungry.

The first thing to be solved in making takeout is the distribution problem. Therefore, Meituan and Hungry have established their own distribution systems. According to incomplete statistics, at present, there are as many as 2.95 million riders running in the US Mission.

This means that if Tik Tok doesn't build its own distribution system, it won't be successful and hungry, but it is very difficult to build its own distribution system.

One is the cost. Meituan was unprofitable for so many years, because the distribution cost was very high. If Tik Tok wants to build its own distribution system, it must be prepared to lose money for several years.

Another issue is the scale. The Meituan has 2.95 million riders, which is huge. As a new entrant, it is difficult for Tik Tok to achieve this size at once.

4. Will it trigger a price war?

"price war" has always been an important way for takeaway platforms to grab market share. In order to attract traffic and enhance the stickiness of merchants and users to the platform, "price war" between Meituan and Hungry has been staged.

But judging from the current situation, even if "Heart Takeaway" is fully launched, Tik Tok will not fight price wars.

from Tik Tok's own point of view, taking out food is only to realize the existing traffic, not to attract new traffic. "Heart-warming takeaway" has become an additional profit channel, which has no impact on the original short video business and is not worth burning money.

furthermore, when Didi entered the take-away market by price war, the government explicitly prohibited price war competition, and the objective environment did not allow price war.

if there is no price war, Tik Tok can only attract merchants by lowering the platform usage fee.

Summary of professional catering network:

In the takeaway rivers and lakes, Meituan and Hungry have been "dominating" for many years.

Tik Tok's "heart-warming take-out" is difficult to shake their status at present, but in any case, it may be a new opportunity for restaurants to enter the market by a third party!