In today's society, ordering a takeaway is a very common thing, and we can often see takeaway boys shuttling around in the streets and alleys as people come and go on the road. So, how did the product of takeout actually come about?
In the era of no takeout, if we don't have time to cook, then how do we solve the problem of eating?
Instant food! Before takeout, fast food was definitely a more appropriate solution! Instant food is mainly divided into two main blocks, the first is the well-known instant noodles, and the second is frozen food, such as wontons, dumplings, buns and so on. First of all, the benefits of instant food is convenient, especially instant noodles, even when traveling, as long as there is hot water can solve the problem of food, very convenient. Frozen fast food to be a little bit of trouble, generally indoors, at any time there are dishes, such as their own home, or in the unit overtime, with wontons, dumplings, as long as the pot into the water to cook a little bit can be, buns only need to be put into the induction cooker rice cooker within the hot a little bit can be, in a word, fast food highlights a word is convenient!
So let's analyze what are the drawbacks of fast food from a product manager's perspective.
First, you still need to do it yourself. Secondly, there are so few varieties that it's easy to get tired of eating them. Third, you have to clean up the dishes after eating, which is not as convenient as it should be.
Based on these shortcomings, the takeaway platform was born! Takeaway platform to put it simply, is to your current location within a certain range of food stores are presented to you in front of a wide variety, and you just need to finger point and click to order, takeaway platform will send takeaway riders will you point of takeaway sent to your hands, eat, directly packaged and thrown out, it is very convenient, and a direct solution to the almost all the shortcomings of the fast food. So, in the strict sense, takeout against the standard is instant food products.
The basic principle of the takeaway industry is probably this, that is, to connect the food store and the customer, and then after confirming the order, send a rider to deliver the food. The two biggest takeaway platforms in the market today are Platform E and Platform M, and today's protagonist is also them.
M platform was founded in 2011, registered in Beijing, in 2014, M platform annual turnover has exceeded 46 billion. 2015, M platform completed the financing of 700 million U.S. dollars valued at 7 billion U.S. dollars. 2018 M group formally submitted an IPO application to the Hong Kong Stock Exchange, and officially landed on the Hong Kong Stock Exchange in the second half of the year.
E platform was founded in 2008, in 2015 received 350 million dollars of E round of investment, childhood received ALBB 1.25 billion dollars of investment, in 2018 ALBB announced the acquisition of E platform.
After the introduction of the platform, let's introduce the rider, the rider is not from the sky, from other industries, so before the rise of the takeaway platform, where are the riders?
To be honest, I find it hard to imagine a person's last job as a millionaire manager and their next job as a waiter in a restaurant with a monthly salary of 3,000, which is only possible in the case of a romance novel villain, and almost impossible to happen in reality.
Earlier, I heard the king of glass say that young people nowadays would rather go to the street to deliver takeaways than to come to the factory to do a career. So we can probably surmise that the takeaway boy was previously a worker in a factory. So why did these workers come out of the factory to deliver takeaways?
First of all, the factory time is stuck, rarely have their own time, while the takeaway is relatively free compared to the factory, the battery car is turned, and directly set off. Secondly, takeaway rider salary average salary in about 5-6000, and into the factory general salary in about 3-4000, this point to be a little higher, is also a lot of labor is not willing to enter the factory of the main reason. Third, promotion, in the factory to promote the difficulty is too big, almost impossible. Because the probability of a factory staffing is 1 workshop director, 5-6 team leaders, and 100 operators. So even if you're working hard, it's absolutely impossible to become a plant with 100 shop stewards and 1 operator, it's a structural problem of staffing and has little to do with effort. And the rating of the takeaway staff is relatively more reasonable, as long as you have less overtime and fewer bad reviews, then it is not too difficult to promote to the next level of rider.
Next, we will talk about the entry form of the takeaway industry, which we all know very well, the E platform and M platform have financed so much money, since there is money, it is burning money!
The relationship between the original restaurant and the customer is very simple, the customer goes to the restaurant to eat, whether dine-in or packaged, the customer pays for the meal; the restaurant provides food and earns income. So after the entry of the takeaway platform? Equivalent to the original only merchants alone to enjoy the cake, now the platform to come to share the cup, if the direct entry, change you can accept? The first thing you need to do is to get a good deal of money from the company!
In order to pave the way, burning money is the most direct, the most effective, the most popular method, whether it is customers or restaurants. On the customer's side, up is a coupon, so that the user through the takeaway platform order is cheaper than going directly to the store to buy. On the side of the merchants, up is subsidized plus very low commission plus subsidies, so that after the restaurant into the platform to earn more than before.
As we all know, the money can not be generated for no reason, nor can it disappear for no reason, then both sides are subsidized, the platform side is obviously not earn money, can only earn the hearts and minds.
Until now, I still remember very clearly, just moved when I ordered takeout, a stone pot bibimbap, a fried chicken cutlet, a cup of milk tea, three stores, three orders, three riders to send, I a **** only spent 23 dollars, which is to put aside now, directly run to the 40-50 to go.
Of course, the takeaway platform is not a fool, will not burn money for no reason, and even more will not aimlessly burn money, when this net spread big enough, is the time for them to close the net. After all, before burning too much money, no fool will always burn money, and no one is obliged to burn their own money to profit for you, everyone is for themselves.
This is not to close the net okay, a net, things come out, a variety of contradictions gradually emerged, merchants and riders are expressed very aggrieved, then let's analyze the reasons from the product manager's point of view.
First of all, the merchant side is not happy, the merchant is not happy with the point is mainly divided into the following points:
First, before the very low commission is now slowly becoming higher, subsidies have disappeared, before the takeout platform out of the single split is the merchant accounted for the big head, and now become the platform accounted for the big head.
Second, consumer spending habits have changed, before the empty only point takeout, free dine-in or at least packaged, now customers are useful and not willing to go to the store, are through the takeout platform to buy.
Then this has led to a very unacceptable transformation of the business, before the platform is trying to sell a few more meals through the platform, and now you're good, directly from my hands to snatch away the customers, all to the takeaway platform to place an order, and the money is still you take the lead. I'm a boss, now directly into your work. The first thing I've seen is that I'm not a big fan of the idea, but I'm a big fan of the idea.
Next is the rider, a variety of time compression, a variety of deductions, a variety of unfair treatment, no place to complain.
The most famous is a takeaway boy in a short video on the three asked M platform boss WX.
The first question, why the delivery time from the original 50 minutes, down to 40 minutes, 30 minutes, some only 20 minutes, so the merchant's meal time to go where?
The second question is why, after this order is overrun, the payment is deducted without asking why, and the complaint is not passed.
The third question is why the timeout order has a complaint, there are bad reviews, blocking the number of one day, and the customer refund of this order is by the delivery of this rider to buy a single.
The rider's main conflict is basically focused on these three questions. The same as the business, purely from the rider's point of view to consider, the rider is really aggrieved.
The following is the contradiction of other traffic participants, due to the takeaway platform to the rider's time is less and less, resulting in a variety of riders to send food on the road in violation of the traffic hair, such as driving a battery car while looking at the phone; for example, a variety of overtaking, affecting the normal driving of other traffic participants; for example, driving hit the pedestrians or bicyclists turned back and scolded other people do not look at the road, there is a small episode, I myself have been a little bit of a long time ago. Some time ago, I myself was a reverse driving delivery boy hit, he also turned around to say that I did not look at the road, also huh; then for example, a variety of red lights, and even more traffic accidents, the rider directly into the hospital. Similarly, other traffic participants also aggrieved, you rider delivery at least is to make money, I am an ordinary traffic participants, I do not make money, why you have to make money in order to affect me?
The various roles described above have all sorts of grievances, so simply stand in a point of view to consider the problem, it is indeed very aggravating, but in the real world is really like this?
The real world is diverse, with millions of subjective feelings, millions of consumer **** with the game, by a variety of positions, a variety of roles intertwined into a very complex product. If only take out a slice to discuss the incident right or wrong, or aggrieved or not, obviously is not a scientific approach. We cannot just single-handedly believe in what the eyes see, because what the eyes see he is not necessarily right; the function of the eyes is to see, not to think! When we see a thing, to think more.
Then there are people who think a little, and get a conclusion: the main culprit of the takeaway predicament is the takeaway platform, as an ordinary person of course, can think so, but if you are a product manager can not think so, because there is a more vivid level of reasons.
Let's start by analyzing from the merchant's point of view. The core conflict between the merchant and the platform is that the share is less, and the customers are still being robbed. Only from this perspective, is not very aggrieved? Obviously yes, but you change perspective ah, from the takeaway platform just started? People all kinds of money, all kinds of traffic to you, and the share is also extremely low, that time you earn a lot of pot, how do you not talk?
Besides, we are in the same industry, originally you make money alone, now come to a share of money with you, but in the short term your money instead of more, how do you not go to reflect on it? Why is he obviously with you to share the money, but now to give you money? I'm not sure if I'm a good person, but I'm a good person, and I'm a good person.
The core logic error of the business is that he can only accept more money, but can not accept the challenge from the third party, this point is extremely funny! Now is a market economy, you have the ability to make money, why only allow you to make money? Why do you only allow you to make money and not allow others to make money? This piece of land is not your enclosure ah! It's for everyone to compete! And, really to say rob business, then the first jump up should be the noodles factory and frozen instant food factory, but not your business, right! Besides, the platform just wants to make back the money burned before, the platform is wrong?
Again, this is the core of the conflict: the delivery boy!
So let's talk about a topic that has been mentioned before, where are the delivery boys when there are no delivery platforms? Before also back to the, most of them are in the factory, right! So you go from the factory to takeout, from the salary of 3-4 thousand to the current 5-6 thousand, obviously you have 2 thousand dollars more than before, and now also more free than before, this point why you do not say?
OK, now let's unpack what affects takeaway riders. First of all, the problem of time, takeaway orders are increasing, many people will say, since more orders, why do you want to shorten the length of time, you increase the number of takeaway staff ah? Have you ever considered how much more the takeaway platform will have to spend to increase the number of takeaway staff? Do you know how many takeaway platforms have survived since the rise of takeaway? So far the biggest ones that are still alive are Platform E and Platform M. All other platforms have closed down, what about the pressure on those bosses? Who will pay for them? Even the temporary winners, Platform E and Platform M, have only made a small profit in the last 1-2 years, and before that, they were all burning money. It's been so many years, if they don't bleed back, how can they afford the board of directors? How can they afford the board of directors? How can they afford the investors? Who is going to solve the aggression of this platform?
The second is the problem of meals, there are merchants do not want to do business? Obviously no, although the takeout platform share high, but more or less still can earn a little money, money for why merchants are not willing to do it? There is only one reason for the slow food, the store suddenly came to the guests ah, dine-in income is significantly higher than the income of the takeaway ah, do you want to let the merchants first give you a single takeaway, and then do the dine-in? If this leads to a decrease in dine-in customers, then the business is not aggrieved? Who will be responsible for the loss of merchants? The delivery riders? The first thing you need to do is to get your hands dirty!
Finally, I would like to raise a question here, how did the work of the delivery rider come about, do you know? A lot of takeaway boys will proudly answer, this job is my hard work a single single run out? Of course, this is certainly true, the delivery boy is very hard, we all see, but the core reason for the formation of this platform is not a single single delivery boy sent out, but the platform behind the capital market to burn money to burn out ah! There are a bunch of capital big brother in the desperation to burn money to build this takeaway platform, whether it is the E platform or M platform, are through the continuous financing to today, the capital market is to help the development of the takeaway industry is the core of the development of the takeaway, not the takeaway boy.
Delivering food outside is a profitable means of selling riders, is what they want, and overtime deduction is negative, unfavorable, takeaway riders do not want to see. The human heart has the characteristic of avoiding harm, this can not be faulted. And here once encountered aggrieved, takeaway riders can not stand, but only you takeaway riders have aggrieved?
This is also the rider's core logic error, they are only willing to accept the delivery of food to make money part, not willing to bear the pressure and aggrieved part. Imagine who doesn't take on stress in the real world? Who doesn't have grievances?
For example, I am a developer, the demand side of the demand side of their own needs do not want to understand, raise the demand is wrong, the results of the test phase but said I developed the wrong, I am aggrieved not aggrieved? In the case of the previously mentioned fast food factory, there is no takeaway when making money to earn quite happy, now takeaway industry a result of the emergence of fast food factory income half and half of the decline in the fast food factory commission is not aggrieved? There is a monthly income of 2,000 sanitation workers have just swept the ground clean, the results of the wind blowing, the leaves fell down, sanitation workers aggrieved not aggrieved? A monthly salary of 3,000 white-collar workers, stay up to 1-2 points to do out of the program results of the next morning by the leadership of the head of the face of the training a request to redo, he is aggrieved or not aggrieved? A restaurant waiter did not do anything wrong, but due to the customer's bad mood by the customer slapped and splashed drinks, waiter aggrieved not aggrieved? Some people may say that the person who hit the drink splash wrong, then tell you, that splash drink to hit the waiter is to do the program to do 1-2 a.m. also be the leader of the white-collar scolded head and face? Another person said then it is the boss's fault, employees make mistakes will not be scolded by the boss, at most fired, then the boss if the problem? The hard work of more than 10 years of the company went up in flames, some also owe others millions or tens of millions of dollars, and even more directly forced to find the shortcomings of the boss, ask the boss aggrieved not aggrieved?
Is there a job in society that only makes money but doesn't have to suffer? If there is, then you simply do not have to say here aggrieved, directly to the good, if not, then why others can stand aggrieved, you can not stand? The first thing you need to do is to get your hands on a new one, and you'll be able to do that!
Another example, the same store that sells shoes A store clerk will hand you the shoes you want, you go to change, and B store? The clerk there will kneel down to change your shoes for you, is it because the clerk in store B likes to kneel down? Apparently not! Because the A store waiter a month income of 5000, and the B store monthly salary of 2W, is the extra 15,000 let them bring you a kneeling service.
In the work, you are aggrieved by the commissions are discounted to your salary inside, if you can not stand big can quit ah! In society, almost most of the party B want to get killed party A, but the reason why still doing this work is because of the money ah! All of them can also be turned into a party, enjoy all the services brought by the party, but you have to pay the party ah!
Then there's the issue of violating traffic rules, which is even more aggravating for takeout riders. Of course, this is also a topic that we say rotten, time is the company's rules and regulations, and traffic lights this is the road regulations, the system can not overstep the regulations above, tight time is not the reason or excuse to break the red light ah! Broke a red light traffic police caught, how to fine or how to fine you, and not because you are a takeaway rider, time is tight and impunity for you. Not to mention the traffic accident, when the time to enter the hospital or have to you personally, your boss is not going to go to the hospital for you, not to mention for you to share the pain of your illness.
In order to solve this red light problem, E platform has come up with a program, when you order, the platform will ask you whether you are willing to give the takeaway rider to stay 5 minutes more time. At first glance it doesn't seem like a big deal, and most people are in favor of it in the first place, but it's not the same thing when you take a closer look.
The delivery time of the delivery rider is defined by the delivery platform, the platform to the time card so dead, and now to ask our customers whether they are willing to give the rider a little more time? If you are genuinely concerned about the delivery rider, why don't you leave more time when you set the time? The long delivery time is obviously a conflict between the delivery platform and the delivery rider, but now you want to shift it to our customers? Is it a big shift? This kind of thing we customers certainly do not accept!
Speaking of which, I believe many people should point the finger directly at the boss of the enterprise, saying that the boss of this bad, so bad, the boss is not a person, etc. ... Or that, from the point of view of ordinary people, this point is no problem, but from the product manager's point of view, this is not right, because the core cause of such a actually this is the angle and position of the problem, analyze the problem from the wrong angle. The boss is not the enemy, and partners, the boss to provide jobs and wages, employees pay labor and get paid, so simple.
We should analyze the problem from multiple perspectives to the problem, this side of me to give an example, such as the Granz microwave oven. The brand on the product price pressure is very low, resulting in a lot of peers have been squeezed out of the microwave oven industry, so Granz microwave ovens have also gained the title of price butcher. A microwave oven is basically the cost price, not very profitable, in the eyes of peers hate to take a knife to stab him. But you change a perspective? From the eyes of consumers? Wow! This is simply conscientious business ah! Why the same thing a think is an angel, a think is the devil? Because of the different angles and positions.
Of course, there must be a lot of radicals, open-mouthed that you go to send down the takeaway ah, you were deducted from the money to know the heartache.
Similarly, this kind of problem is not converted angle. From the platform's point of view, yes, they can indeed give riders to increase time, but it is possible that the increase in time leads to loss of customers, which makes the company went out of business it! At that point will a rider walk up to the boss with their real estate license, slap it onto the table and say, "Boss! I'm in and out with you! Obviously not. Similarly, if you want to ensure that the unit volume remains unchanged, increase the time means to increase the takeaway riders, which means that the current takeaway riders can not earn the current salary, may be from the current 5-6K, down to 3-4K, then this result is the takeaway riders willing to see? Estimates are still not willing to do it!
Then there are people who say, the boss is bitter because the boss makes more money ah, they are high-risk and high-return ah!
This kind of people are wrong again, because they only said the high return, and did not talk about the high risk. As long as a little attention to the business of the basic will find, especially the Internet company, the probability of closure is very high, generally small companies in 3-5 years will basically go out of business. The probability of going out of business is even as high as 95% or more. And those people say that the boss who makes more money belongs to a very small minority. They only see or only know the ones who make a lot of money, so they mistakenly think that all bosses are the ones who make a lot of money. In fact, more bosses are failures, the business closed down, and even some because of too much debt and looking for death, for these can not name the losers they do not care in the slightest.
Of course, said so much, the solution still have to give, but for the current predicament of the takeaway industry, to takeaway internal change is basically unlikely, now the takeaway industry is in the critical juncture, a little careless will be a total loss. So to change the current predicament by the government and the Ministry of Transportation to step in, and increase efforts to penalize the illegal behavior of takeaway riders. Only, this punishment is not punished in the rider, but punished in the platform.
To be more detailed, what is the reason for the takeaway riders to grab time? Money! It is the money to let takeaway riders do not want to die to run the red light, then what makes the enterprise so to force takeaway riders? The same or money, takeaway platform has been losing money for so many years, if you don't want to find a way to make some money, you can only close down, so there is no way because customers and shareholders can't be offended, the only thing the platform can do is to squeeze the takeaway riders.
So as long as we need to use the leverage of money, we can change the current situation. For example, the takeaway rider can save 10 dollars by breaking the red light, then broke the red light Ministry of Transportation on the takeaway platform 100 dollars, so that the strength of the fine is far greater than breaking the red light and retrograde to save money, so that from the money of this point backwards to force the takeaway platform to make internal adjustments to the platform of their own provisions to provide takeaway riders can not break the red light may not be retrograde, so as to give takeaway riders to increase the delivery of food time.
Finally, there is a balance problem, due to the excessive pressure of fines, resulting in the takeaway platform will be reversed to force the courier can not retrograde, can not break the red light, then the result is that the time of each single will increase, so the takeaway platform will be forced to add people. Once you add people will cause the result is that the daily workload of each delivery boy fell, but at the same time, the wages also fell, this is the future is expected to reach a balance, just do not know such a balance of delivery boy whether to accept.
Takeaway brings a lot of convenience to people, but the convenience that people enjoy is brought about by a large wave of practitioners under great pressure, as an ordinary person, I have no way to say, so that the snack bar profit more, so that the takeaway brother time to become longer colleagues wages do not fall, for the first burned so much money for takeaway platforms only more seem powerless. Once again can only say a word, the world of adults, there is no simple word, I hope we all work hard to improve the quality of life of themselves and their families, go!
In order to write this article, I checked some of the content, read some other people wrote about the work of the takeaway, and even read some economics, this content for the white product for me, it is really more tired, I hope that I can be in the drip in the self-improvement, as soon as possible to complete the product manager's dream. Starting from next week I'm going to teach myself Axure, go for it ~ love tossers, won't lose ~