At present, the user groups in the market are divided into two categories: unemployed people (old people, children, Ma Bao/Bao Dad) and workers (struggling ordinary office workers and bosses (with high free time and high consumption level)).
Unemployed persons:
1, most elderly people do not use mobile devices to place orders, have the habit of taking meals or can't operate at all. They haven't tried it, and their willingness to consume is relatively low.
2. Children: Students and other groups have no income and no actual spending power.
3. Ma Bao/Baoda: Most families have children. As the saying goes, "There are old people in the world and young people in the world". The overall economic downturn has led families to be more cautious in consumption. It's better to boil an egg in the morning, heat some slices of bread and pour a glass of milk. It's cost-effective. (In addition to Bao Dad and Ma Bao, there may be some users who are newly married and in love, but these groups are highly coincident with the office workers to be discussed below, and young people who can't get up on weekends don't think about how to eat breakfast. )
There are workers:
1, forcing office workers to have two words in the morning: "Urgent, crowded", urgent is time, crowded is commuting, time is pressing, you can't wait for take-out, you prefer roadside breakfast shops or early stalls, and you can catch the last bus that won't be late if you buy it.
2. Boss or big leader: Most people in this class have relatively enough time in the morning, but they pursue a healthier diet and higher standards. Ordering takeout may not meet their pursuit of ideal life. They may prefer to eat in a fixed restaurant or cook a simple breakfast at home. The possibility of ordering takeout is relatively small (I haven't seen the big boss live in the morning, I can't imagine it. )
After a round of analysis, I realized what is breakfast distribution for users? Does the breakfast distribution market need to target the B-end market? For example, booking and distributing breakfast for government and enterprises, and providing nutritious breakfast for employees of public institutions (schools and hospitals) and small and medium-sized enterprises. , so that users are less selective, do not pay the bill directly, have good taste and nutrition, and the supply line is stable, in order to make a profit. The consumption scenes of market users at the C-end are quite different, the take-away time limit is not guaranteed, the hygiene is uncertain, and the unit price is expensive. These will affect the user's decision to place an order. Moreover, the per capita unit price of breakfast consumption is lower than that of lunch and dinner, and the profit compression is very small, which is not feasible in the catering industry. In particular, it will cost a lot of money to establish a distribution system. Therefore, it is not easy to focus on the breakfast distribution market and run out of a billion-dollar unicorn company.