KA (key customer) and CKA (city chain). In business, if you are hungry, dismantle the vertical line of the industry, and set up KA (key customers), CKA (city chain), single stores, universities and other business divisions according to business lines in various regions.

Different merchants have different digital foundations, different service capabilities, different standards and different management systems. By splitting vertical industry lines, they can achieve unified management strategies and unified implementation effectiveness. If you are hungry, the number of regions in the country will be reduced from the original 24 to 7 regions, and the heads of the 7 regions and the business lines will report directly to Lei Yanqun. In the past organizational structure, there was a layer of "regional general manager" between the regional head and Lei Yanqun.

According to industry insiders, the merchants who get the brand target mean that they will be "favored" by the platform policy:

For example, platform deduction: GKA/CKA's platform delivery fee is 15 points, while ordinary merchants need 17-18 points, or even more.

> For example, traffic weighting: brand merchants have great advantages in showing their rankings, and when doing activities, there is also a high probability that they can go to the special traffic portals such as "Quality Optimization", "Big Brand Reduction" and "Brand Selection" on the homepage to gain more exposure.

for example, improving management efficiency: there is a special GKA/CKA team in Meituan and Hungry, which tracks and manages merchants in brand dimensions, greatly improving the platform management control ability and management efficiency of brands.