We are all familiar with takeout, once benefited a lot, now being pitched a lot, being pitched still point, because there is no way. As a fire for three years of the project, not many people have really paid attention to the development of the takeaway and the logic of competition behind, just as we did not pay attention to too many commonplace projects, not we are blind, is concerned about it is useless. I am engaged in the Sichuan University campus takeaway, that the three years of takeaway competition is a textbook example, has been planning to briefly record, talk about it today.

Around 2012, some students found the takeaway market within Sichuan University, small-scale trial operation, the effect can be. Later, the lazy egg network, Qifan network and other successive follow-up, when the site can only web page order, the site after the order SMS notification of off-campus merchants, send people off-campus meal collection, on-campus delivery of someone to receive, the single volume is small, has been in the loss of money. So, while they receive off-campus business, while on campus to establish a black site to pull their own business, lasted until 2014 basically closed down. I have asked my brother to go undercover, and found that the off-campus business is less when you take one or two orders per day, which means that you lose 70 or 80 dollars per day, and on-campus business is not earning money, the closure is sooner or later.

In early 2014, the hungry one has financed the C round of 25 million knives, in 12 cities across the country to spread, the daily order 100,000 single, this time the United States just completed the test in the business district, the United States system was as simple as the United States, can not be automatically receive orders, send full-time employees to notify the merchant to receive the order with a phone call, the merchant information and dish entry can only be uploaded in the background by Excel records, the efficiency of the extremely low. At the end of 2013, Meituan plans to open up 20 cities, began to run the beach landing, the execution is very high, a week to recruit ten market managers, January 4, 2014, all market managers gathered in Beijing, the side of the training side of the training side of the elimination of the end of January to complete the recruitment and training of 20 market managers, plans to open up 20 cities, they believe that the advantage of the latecomer to be embodied in the expansion of the speed to pick others The first step is to make sure that you have a good understanding of what you are doing and how you are doing it.

I often say that where the competitor's market is, we will follow it to where it is, and use the opponent's method to kill the opponent, and that's what Meituan is doing, so it's more sinister. Take Chengdu as an example, Chengdu city manager first with ground push, spend a week to do research, around the campus and the major business district around, statistics merchants, the number of takeaway cars, takeaway order ratio and so on. His idea was to prioritize the business districts with the largest existing takeaway stock, given the limited resources and time. At that time, there was no takeaway website in Chengdu, and all orders were placed by phone, so Meituan Takeaway changed the ringtones of the merchants' phones into advertisements: come to Meituan Takeaway to place an order and get a free drink. When you distribute the flyer, you will also get the information of the merchant, and the two customers will be converted to each other, and the original takeout users who use the phone to place orders will be converted to App users.

Some market managers took the initiative to go to the campus to promote, found that the cost of acquiring users is very low, the order volume up fast, so the development of the campus ambassador system, the design of the campus responsible for campus ambassadors and building manager of the three levels, each dormitory building is responsible for the building manager, and later evolved into every floor of the building is responsible for the results of the Meituan takeaway. Meituan found that the white-collar market needed to be educated, the market was still immature (following the habit of ordering food by phone), the campus market had already been educated by HungryMall and other takeaway sites, and at that time, there was no exclusive monopoly, and the lack of monopoly meant that the competition was relatively fair, so Meituan decided to harvest the campus market first, and then turn around to do the white-collar market. They set a strategy: stabilize the existing white-collar market, most of the energy on campus, first do each city's benchmark undergraduate colleges and universities, and use its influence to cause followers.

April 2014, Chengdu is the first city to do up the campus market, the local city manager is capable, with ten or so merchants to do up the campus, I think Chengdu people are more laid-back, love to spend money, the market environment is good. It dawned on them that they didn't even need to be on so many merchants, students have too few ways to get takeaway information, as long as there are a dozen or so can immediately attract them, which is the asymmetry of information. The important thing is to send out more flyers for students and do more promotions. According to the data, Meituan Takeout found that after the campus daily order volume accounts for 7% of the total number of people, it can grow naturally.7%, is a threshold. Prior to this, they must and Hungry Mou sparring knife. in June, the two sides are a little bit of money on the seedling, the United States group at first chose to give the practice of drinks, and later found that the gift of drinks students may not like, it changed to the first purchase of the user to reduce 3 yuan. Hungry Mou followed up with a 5 yuan reduction. They found that burning money is not a bad thing, can first pull the user over.

At the end of June, Meituan called all regional managers city manager to meet in Beijing to discuss the summer development strategy, they believe that takeaway is a lazy economy, once accustomed to a platform, and then migrate to the difficult, so the first to get customers and then grab the turf is not the optimal strategy, should be the first to grab the turf accounted for the customer's mind and habits, if Hungry's not to follow up, the Meituan to follow up on the difficult to follow up on the footing. At that time, the United States Mission to open up more than 60 cities, hungry more than 40, if the United States Mission to expand massively, hungry not to follow up will miss the market, follow up, 09 years of entrepreneurship that the lack of management experience, management problems will be a sharp outbreak, enough to them a pot, so the United States Mission to expand the goal of 250, the United States Mission recruited 1,500 people to do the training in July, at the end of August, went to their respective colleges and universities to open up, the execution of the power indeed! The execution is really a moment. Hungry can only follow, the team expanded from 700 to 3,000 people.

Summer vacation has not yet begun, Taodot advanced Sichuan University, my brother together with a few students to do its marketing, three days after the daily sale of dozens of single, Taodot point market manager is very satisfied, gave them a bonus. At that time, I was wondering, so the amount of single point to the bonus, really strange. September began on the incredible, three began the burning money war, hungry old and new users to reduce 3 yuan, the United States Mission takeaway is a new user to reduce 3 yuan, so that hit the hungry, but also stage adjustment into the old and new users to reduce 3 yuan, the hungry immediately followed up to reduce 4 ......4.5,5 8,10, half price, the first single free of charge, full 25 minus 24 ...... That time each merchant on a lot of platforms, where the big discounts where to sell, where the single volume is more where, too busy to shut down the store, anyway, subsidies are all platforms out of that year, the takeaway platform complement is the merchant, the student and the merchant *** with the beneficiary (the merchant to raise the price, the platform to the student subsidies to lower the price, and finally, the platform to the student subsidies to lower the price, and the merchant to the student subsidies to lower the price. The platform gives students subsidies to reduce the price, and finally students save a little money, businesses earn a lot of money). When I looked at their flyer is very angry, found that in addition to price cuts basically nothing else strategy, really anxious for them, for which I put forward five corresponding strategy, a few years past, those tricks are not used up.

The Chinese people are too smart, there are subsidies on the single brush, I have a little brother had a one-time recruitment of 78 people brush, my side did not on the platform, but also hire students to point half-price meals, the original price to sell to their own customers. The major platforms also found the problem, the first to stop the activities of the United States Mission, if the brush will be permanently offline, Hungry's found brush single directly to the freeze funds. Platforms in the local subsidy budget is limited, the BD and ground push team to find ways to let merchants bear more subsidies, through more flyers to increase exposure, and then the platform stepped in to carry out the monopoly of merchants, so that merchants to sign an exclusive agreement, if found on other platforms landing to deduct money, off the shelves as a threat to begin to play rogue. Headquarters to the BD under the order, each ground pushers must sign 10, sign less than the deduction, enough to reward, with this method of the United States Mission's single volume rose sharply. In the specific competition, I also said many times that Wang Xing is more sinister, hungry for a big event, the United States generally do not take the trick, secretly wait and see, hungry for a stop, it immediately engage in a relatively small activity, instantly pull the market back, this little trick is very effective, hungry for a tired response.

After a thousand troupes of war, the US group push team is known as the Iron Army, and I'm curious how they manage such a large team. When I know that the leadership in the public meeting of subordinates cursing, when I know that they layers of propaganda, and KPIs and bonuses linked to the requirements of offline posters, banners, door stickers, etc. must be posted on request, take a photo of the photo upload, I understand. Can't do it? Deduct money! Often can't do it? Get lost! At that time, in order to prevail in public opinion, all want to announce in advance that their daily single broken 1 million, October 8, 14 hungry first announced that the daily single broken one million, at that time, the United States Mission 980,000 ~ 990,000 single / day, at this time it is the first study of anti-brush, or the first impact of one million? Can you falsely report a number? The team has considered, so we only see the hustle and bustle, behind a lot of interesting details they have thought about, inside the sets and methods sometimes not enough to say. 14 years ago we did not go on any platform, on the subsidies and market dividends, but I think the future merchants will certainly be restricted by the platform, will be worse than death, I was considering how to compete with the platform in the cracks in the market monopolization of platforms, how can small merchants through the seams? I was thinking about how to compete with platforms in the cracks, and how to survive through the cracks and the tail end of the market when platforms monopolize the market.

I put forward several strategies at that time, the price war is the worst strategy, forced to use. If the other side of the price reduction, I will raise the price, if the other side of the price to return to the subsidy reduction, I will drop back to the original price. Many people say I'm crazy, you raise prices, not looking for death? I can only laugh, you think the price is just mention? There must be behind the logic and a series of actions, to be justified, not fooling around. Years later (15 years) I just let the team on the Mission takeaway, the turnover of the day close to 900, the Mission market manager came to me, asked why the day can 80 single, whether or not the brush single, I let him look at my QQ customers, daily phone records, he just believe. Even so, after this market manager left, my store was quickly watched, there are close to 20,000 money was frozen, took a lot of effort to take out. Then move the battlefield to Baidu takeout, hungry, each platform is not more than three months, Baidu takeout detained me more than a thousand not return, but also particularly sinister to let me continue to receive orders, I decisively called it off. Hungry because later and Taobao point merger, check more and more strict, store, documents need to address the same, I'm too lazy to get, simply off the shelf, change to WeChat and micro-store business, do not play with them.

With the competition into the end, the U.S. hungry from subsidizing merchants into subsidizing students. At this time, the subsidies to the merchants became smaller, began to change the way to collect the money of the merchants, pit merchants, bidding ranking fees, the first 20 position buyout fees, diversion fees by clicking on the charges, participation in large activities to let the merchants out of the big head (for example, 1 yuan to fill up the meal, it must be merchants more than 15 yuan meal, the site to subsidize the four or five dollars, other merchants out of their own), charging 15 to 20% of the turnover of the drawdown, and also to charge delivery fees. Nearly half of the profits were taken by the site, without the platform no business, with the platform will have to be subject to others. Now, too many merchants into the school, the original geographic protection, the school around several hundred restaurants, competition is relatively small, and now the U.S. Hungry has a dedicated team, so that each merchant is forced to use a dedicated delivery delivery, the distribution range delineated for the perimeter of the 3 ~ 5KM, so, around the University of Sichuan, each platform is more than 3,000 restaurants can be delivered, the market is diluted, many merchants from the original 200 ~ 300 single per day into Now 20~30 single, single volume is ten times smaller. I think they finally got their comeuppance. I'm waiting, waiting for the United Hungry Mans and so on as the drop fast, the end of all subsidies, according to the normal charges, put the competition to all merchants, at this time, the opportunity is great, new opportunities are easy to surface.

Nowadays, the U.S. group hungry么is still subsidizing the delivery team, special delivery according to the single volume to calculate, the first 100 single is 2 yuan a single, 100 to 300 single is 4 yuan, 300 to 500 single is 5 yuan, 500 single is more than 6 yuan. I asked some distributors, the basic single 5 yuan, my brother is now in Qingdao to engage in their own, by the way, to help the delivery platform delivery, he is mainly engaged in crowdsourcing delivery, a single minimum of 3 yuan or so, not capped, sometimes a single delivery fee of forty to fifty, to run back and forth seventy miles, you say that these consumers are more fucked up, I'd be his father, sure to kill him a son of a bitch, loser stuff! The platform is also very strong internal competition, Baidu takeout market share is small, and strict requirements, a lot of distribution are running to the United States team, where a single more deductions less, the labor force naturally flow to where, this is the law of eternity. Specialized delivery team came out, the original many merchants self-built distribution disappeared, recently I found that those teams are back, which shows that the platforms of the charges so that merchants can not tolerate, this is a good phenomenon!

In April 2015, the U.S. Mission self-built distribution team, and Baidu takeout kowtow, first from the Zhongguancun to get a 20-person squad test, the test results proved that the per capita 17 to 20 single can be self-sustaining, every day to send this single volume is not difficult, only to begin to promote in the country. Initial distribution KPI assessment criteria to delivery of single-volume-based, which creates a problem, slow food, difficult to distribute pasta, soups do not like to take orders, fast food snacks are rushing to send, specific to each building, from the stalls type of simple meals to the cafeteria-style exquisite meal are in need of, which is the platform for the integration of merchant resources requirements, and they have begun to plan how to diversify the supply to meet customer requirements. All of these are in the specific operation of the work out, there is no shortcut. I have always believed that the problem was there, only encountered you can find, not to touch, we are automatically ignored, the world does not have how smart practice, only in solving specific problems with the appropriate strategy.

In the study of the U.S. group hungry competition, we can clearly find the importance of strategy and people, whether it is the occupation of the market selection, distribution team construction, integration of business resources, the expansion of vertical categories, every step of the way, there are specific considerations, and KFC, McDonald's, etc., negotiations, if the docking of the normal procedures have to be two or three months, responsible for can not wait, strong demand for more than a month to docking success! Even if the first artificial single customer service transfer order must first dry up, in the key competitive city strategy, such as Shanghai is the base of the hungry one, then the siege but not fight, and only send ordinary employees to guard, excellent personnel first attack it around the attack position and then besiege the siege of Shanghai. In the know how to make the best use of people, but also did a lot of homework, from management to ground push distribution, the requirements of the high high, the low low, there are rules and regulations to follow.

A more classic case is the United States Mission secretly digging hungry a corner, to hungry a staff send private letters, if the other party replies, and there is a certain basis, add some wages to dig over, steal hungry a few details of the internal operation, I think, their routines and I want to think of how so much like it, too Yin, haha! In the merchant service, also try to control not to let the merchant single fluctuations too large, do activities on the good, no activities on the bad, so continue a few times, the store will do dead, how to let the merchant can accurately predict the single volume, to maintain stability, is also one of the details they consider. Later, in terms of cost control precision operation, is also a great problem, they began to build models, optimization through data analysis, how many people in each city with, are calculated very clearly. I even suspect that many of the recommended restaurants of the major takeout sites are fake, there are many restaurants data is also fake, their internal corruption will create a variety of their own restaurants, they will get a lot of shadow restaurants, take orders from other merchants to increase the price of selling ...... These are the logic behind the logic that we can not see, can not think to understand it, do not want to think about it.

In the specific operation, the corruption problem is also endless, not discussed here, smart people understand. I am concerned about three years, the subsidy can last up to one year, a year after the takeaway service where to go? I have always longed for fair competition, once the fair or market is completely transparent and fully competitive, I have a lot of advantages, of course, the market will never be fully competitive, information asymmetry will always exist, we can only split a little bit of the small market in a variety of competitions, so it's quite good. Anyway, the future of the various takeaway platforms do not give students subsidies, do not give merchants subsidies, do not give distribution subsidies, all costs increased, a simple takeaway with a complex set of ways to connect, increased costs, is a great waste of social resources. It took thousands of years of development to introduce people to regular restaurant consumption, and now that the most efficient way of doing this is being broken up again, I'm increasingly unable to see the logic in it. Whatever, my view is that the more chaotic the better, so that smart people can fish in troubled waters and have a chance.