The stupid bear to make rice has been focusing on product research and mode research and development, they are now in the creation of high repetition system of brand development mode, in thinking in Beijing after the rapid development, how can the most rapid time and the most effective way to realize the national one hundred and fifty cities to expand. In the 18th Catering O2O Way" target="_blank"> Catering O2O Way Salon, Wang Yajun analyzed the secret of the angel investment of up to 10 million dollars in three months after the creation of the stupid bear to make rice. What is the essence of shopless takeout O2O? What is the soul of the service of takeaway catering O2O and how will it develop in the future? Let's look at the following.
Depth analysis of the market demand for takeout fill
From the market demand, let's take an example, such as going to work at the China World Trade Center. We may all think that the people who go to work in the international trade center will have a very high level of wages, in fact, this group of people is very miserable. Every day, they wear a flowery dress, and only two thousand dollars in their pockets, which is a very realistic economic scenario of life. Every morning from the Langfang five and a half to get up, to the China World Trade Center eight and a half to work or will be late, this is the reality of experience. From the rhythm of their lives, rich people will not eat takeaway, people with time will not eat takeaway, call takeaway are the most miserable no time and no money. However, under such a glamorous appearance, does the country trade really need high-end takeaway? China's so-called real white-collar, which is the reality of their living conditions.
The products of Dumbo Bear Rice fill this part of the market, and they want to make a product for white-collar workers that meets their own needs. Because everyone else thinks that China World Trade Center is very high-end, at least sells 30, 50 takeout, in fact, this group of people's affordability is only 12 or 13 dollars, so it is impossible for them to buy takeout priced at 30 yuan or more every day. Dumb Bear Builds Rice is filling a need within the white-collar market, not on the surface.
The first problem they are trying to solve is a cost-effective takeout product. Consumers think the rice is worth thirty dollars, but it only costs fifteen dollars to buy from Dumb Bear Made Rice. The second is the problem of people being full, maybe people can't get enough for thirty dollars to buy a takeout and come back. When designing the product, the first thing Bumblebear made sure was that the quantity was large. The third is the problem of delivery time, no money, no time for white-collar workers, only less than an hour at noon, perhaps still catching up with the contract, leaving less than twenty minutes to eat. In such a short period of time, when the front of the price, portion, time can reach the requirements of the time, whether it is good to eat actually has not been so important, as long as it is not worse than others, can eat down they have been satisfied.
Wang Yajun said that the stupid bear to make rice in the solution is really need to solve the problem of everyone's heart, this is like a lot of people actually do not need to Apple cell phone, but in order to show the appearance of the still have to spend a lot of money to buy, which is the characteristics of the Chinese consumer. That is to say, what Bumblebee is trying to solve is a pain in the heart, not a problem on the outside. A month in the China World Trade Center to earn three thousand dollars, dressed incredibly dry, but the result of a bus ride after work. This is even so, squeeze the subway line 13 do not want to go up will be crowded up, do not want to come down to be crowded down. This is the reality, Beijing, this place, gives a lot of people a halo appearance, the appearance of a strong but can not hide the inner vulnerability and helplessness. Wang Yajun said that external things are relatively easy to solve, the most difficult problem for people to solve is the internal problem. So the stupid bear to make rice whether from the product or the main market, to solve the white-collar market internal problems.
The mode of takeout is itself a will-be product. At noon, we all just eat a bite, and at night we will go to eat and drink a lot. At noon to eat a takeaway spend fifty dollars, this kind of people are very few. But in the evening, a lot of people spend five hundred dollars, call three or five friends to rub a meal, both beer and meat, a very happy atmosphere. Takeout is a will-they-won't-they type of product, and that characterizes it. If a takeaway is developed and sold for a hundred dollars, it is estimated that very few people will eat it. They will continue to optimize the product on the basis of having solved the price, portion size, and delivery time. Such as twelve dollars to buy a meal, can make white-collar workers eat full, and ten minutes time will arrive, imagine, such a product you will not often buy.
Takeaway products into the time and cost analysis
12 yuan for a meal, which is also unimaginable in the store restaurant. Dumbo Bear Made Rice currently has a relatively large number of links and processes, all of which cost money. With the help of catering O2O this model to expand sales, and ultimately realize industrial integration. In terms of the cost of the product, the gross profit of Bumble Bear Made Rice is relatively low. But in terms of net profit, they come with a bit more costs, such as distribution costs, labor costs, etc., because the products of Bum Bear Made Rice are not mechanized production, and their products are hand-built by chefs. The portioning is done by the employees and the whole process is purely handmade, there are no machines in the production and this also ensures the taste of the food better. Costs are quite high nowadays and they invest extraordinarily in ensuring the added value of their products such as labor, insurance, distribution, etc. to ensure safety. Their raw material costs are higher than the national average market level, why? Just to select better ingredients, of course.
The current cost of the stupid bear made rice in addition to the labor cost, is the fixed cost of the expenditure, daily expenses costs include wages, rent, product development, product waste, and so on. The next step will be to reduce fixed expenses, will optimize the cost of rent, logistics and distribution costs. But the cost of labor will continue to increase, for this, Wang Yajun said the soul of the enterprise is the team, because people can create is the value, the other are add-ons. Change is the way, the way is the way. Stupid bear to build rice model success 90%, explore other models plus 10%, the same can still successfully create his own shopless takeaway model, the same can still sell takeaway to the whole of Beijing, do not care how I sell, in short, I can let you buy. This is enough!
Wang Yajun reminded that a product from production, processing, distribution heating to the hands of the customer to deliver this chain is very long, not a hot head can be launched every day a new product, or to do the last kilometer delivery. He said, for example, a day of five hundred takeout, how many people will need to deliver? At least thirty people! How much would the monthly salary of these delivery workers cost? This is a lot of unrealistic, not ideal are things are still going astray! The model of the stupid bear making rice, first of all, the people who imitate them can't find the core elements. Secondly, imitating their people do not know what stupid bear made rice in the end to do, if purely just do takeaway, then we should think about it, do takeaway in the end can not make money!
The soul of takeout O2O service is fast logistics
Currently, there is no peer of the model of the stupid bear made rice, in the face of future competition, the model of the shopless takeout has a kind of limitation, that is, it is more difficult to replicate, but Wang Yajun has already solved this difficulty, so the stupid bear made rice will soon be copied out. This solution is the central kitchen moved to the city, product refinement combination to reach the central kitchen to narrow the cost. The central kitchen large equipment can produce 1500 meals, a small equipment in the city spot can produce 150 is enough. Central kitchen footprint will be reduced from 5000 square meters to 500 square meters, 50 square meters, 5 square meters. This will enable rapid expansion of replication. Wang Yajun warned that the cost of the central kitchen is very high, and such a heavy asset operation mode is not affordable for general enterprises. They have a lot of channel resources, which is difficult to imitate.
Chinese food and beverage O2O, in the end, can not be separated from you are selling meals. It's just that you're changing the way people receive it, and the way you present it and the way you consume it. Dumbo bear made rice now with hungry, Meituan takeaway, Baidu takeaway have cooperation. Catering O2O is divided into three segments: platformized catering O2O, verticalized catering O2O and catering brands under the Internet thinking. Platform catering O2O provides a service-oriented tool, the current hungry, Meituan takeout, Baidu takeout need to break through is three points: first, stop subsidies, where do you want to go; second, the platform content how to do to improve; third, how to achieve profitability, which is also the most difficult. The current catering software market is saturated, the future of catering software SaaS means that it will be free. Wang Yajun said, stupid bear made rice in the future may form an ERP system data integration free, store management data integration system for catering enterprises in the listing to provide data support.
Catering O2O needs to solve the problem of service and distribution. In terms of servicing, catering O2O plays a role in the industry will always be instrumental, such as your clattering Internet self-service restaurant allows consumers to order their own food and pay the bill, for the restaurant to reduce labor costs and service costs. In terms of distribution, the standard product distribution will continue to optimize the entire industry pattern, such as takeaway, fruit, fresh, and so on fast logistics developed, people do not have to take the high-speed rail, directly placed in the SF Express thirty minutes to the station. This is optimization and change, and not the so-called subversion. The core of the stupid bear to build rice model is actually fast logistics, to solve the distribution problem.
Stupid bear made rice takeaway is their products, the future of their product categories will be expanded indefinitely, it can also be said that the takeaway is their entry point, the system is the future of the real way to present. Noon box lunch series, this data is currently declining. In terms of product category expansion, the market for stupid bear-made meals will be larger, like fruits, fresh food, late-night snacks, breakfast, hot pot and so on. Because they ultimately want to achieve is more than a thousand kinds of products into the platform of stupid bear made rice, within ten minutes to reach the hands of consumers. Any product that enters their system can quickly fly across the country.