Chinese online takeout industry market status and development trend analysis in 2019 Precise marketing with the help of big data + AI technology

Online takeout industry chain analysis

The online takeout industry chain consists of three components: online takeout platforms, consumers, and takeout meal households. Among them, online takeaway platforms mainly include self-built self-operated platforms (such as McDonald's McNuggets Delivery and Hilao Delivery of Hai Di Lao, etc.), third-party light platforms (such as Meituan Delivery and Kou Delivery, etc.), third-party heavy platforms, and third-party light-heavy combination platforms. After the rapid development in the recent years, the online takeaway market in China has formed a situation in which the two strongest players, namely, Meituan Delivery and HungryMall, have been contending for the supremacy.

With the upgrading of consumption and the increasing improvement of people's living standards, the downstream demand of the online takeout industry is also becoming more and more vigorous, which makes the order volume of the online takeout market grow year by year, and the user group that contributes most to this growth is the white-collar business market.

According to the statistics of the "China Online Takeaway Business Model and Investment Strategy Planning Analysis Report" released by the Prospect Industry Research Institute, the growth rate of China's online takeaway market slowed down in 2012-2017, but the market transaction scale continued to expand.In 2012, the transaction scale of China's online takeaway market had reached 33.55 billion yuan. In 2015, the transaction scale of China's online takeout market exceeded 100 billion yuan. As of 2017 China's online takeout market transaction size grew to exceed 200 billion yuan, reaching 205.27 billion yuan, a year-on-year growth of 23.5%. Preliminary estimates indicate that the growth rate of China's online takeout market transaction scale will further slow down by 2018, but the transaction scale will reach about 243 billion yuan. With the gradual penetration of online takeout into daily life, its market transaction scale has transitioned from an explosive period to a stable period, the development growth rate has slowed down, and the future market competition will focus on service experience and food safety.

Chinese online takeout market transaction scale statistics and growth forecast from 2012 to 2018

Data source: compiled by Prospect Industry Research Institute

(Remarks: the growth rate of the transaction scale in 2015 was 45.2%)

High market concentration, the two strongest contend for hegemony

Since the user demand of the online takeout industry has increased year by year, the major online takeout platforms in China have become the most popular in the industry. The domestic major online takeout platforms have launched their respective new businesses through investment and mergers and acquisitions, in order to maintain the growth trend of the company's order volume.On August 24, 2017, HungryMall officially announced the acquisition of Baidu Takeout. Since then, the online takeout market has been transformed from a "three-legged triangle" of hungry, Meituan and Baidu to a division between hungry and Meituan. The acquisition of HungryMou mainly focuses on Baidu takeaway online catering positioning high-end user market, the acquisition of Baidu takeaway to make up for its high-end market user vacancies. In addition to the high-end user market of Baidu takeout, more concerned about the transformation of Baidu city logistics to promote the development of the online takeout market. For a period of time after the acquisition, the two takeout brands will implement a dual-brand strategy, and Baidu Takeout's team and personnel will not change and will remain independent for the time being. Since this acquisition, catering takeout will usher in a new round of takeout competition.

As of the end of 2017, the combined market share of both HungryMall and Meituan Takeout in China's online takeout market*** accounted for 87.5% of the entire online takeout market.

Because HungryMall and Meituan Takeout have differences in their business development models, making the stickiness of their users different:

(1) Meituan Takeout: slightly better in terms of user activation rate, user entrance, network attention and city coverage. It demonstrated stronger user and merchant channeling ability.

Eighty-nine percent of transactions in 2017 were realized through APPs within the Meituan system, with the remaining 11% channeled by Tencent.

The active conversion rates of new installations of Meituan Takeout and HungryMall in 2017 were

60.6% and 58.1%, respectively, mainly due to the fact that Meituan accessed a richer scenario, which is more appealing to new users.

(2)

Hungry Mou & Baidu Takeout: slightly ahead in terms of user share, user satisfaction, user retention rate. Reflecting higher user stickiness and user reputation. 2017 new installation retention conversion rate Hungry Mou is better, reflecting its takeaway user stickiness is higher.

Statistics on the user stickiness share of China's Meituan Takeout and HungryMou in 2017