According to data recently released by Analysys Yiwang, the online transaction scale of China's local life service market in the first half of 2019 reached 915.98 billion yuan. Hungry Mansion market share reached 43.9%, the growth rate of the industry leader. analysysys Yi Guan analysis that, with the local life service market from the "traffic dividend" era to the "digital dividend" era, "" digital + ecosystem "has become the most popular service. Digital + ecosystem" has become a new dimension of competition in the industry, "the whole chain digital system" to empower merchants is imperative.

So, what is the whole chain of catering digital system? The first thing you need to do is to get the best out of the system. The "digitization" of the word of mouth hungry for a merchant can bring what? In a recent salon on the theme of "New Food and Beverage Digitalization - Unlocking the Merchant Growth Code", Chen Sheng, vice president of the word of mouth, Ye Qionglin, head of industry operations of Hummingbird, and the merchant executives from Murakami Yaya, Meizhou Dongpo, and Beijing Huatian Group had a discussion.

"Full chain digitization" refers to the complete chain of the food and beverage industry connected by the word of mouth and hungry **** together, covering the food and beverage industry from site selection, supply chain, to booking, queuing, calling, code ordering, instant delivery, payment, evaluation and so on.

Chen Sheng, vice president of Word of Mouth, said: behind the digital transformation of the whole chain of catering, it is the embodiment of the six capabilities of Word of Mouth Hungry Mou, including intelligent data, super entrance, financial payments, logistics and distribution, precision marketing and hardware facilities. In Chen Sheng's opinion, the whole chain digitalization system will bring the following three changes to the catering industry.

Pictured is Chen Sheng, vice president of Koubei

First, communityization. The basic principle for merchants to open a store is to center around the community, and Koubei Hungry Mou has circled numerous grids across the country based on transaction data, traffic distribution, and so on. Merchants are able to choose locations based on the different characteristics of the grid to radiate the community and achieve higher economic benefits.

Secondly, the e-commerce. The local life service industry should learn from the successful experience of digitalization from the e-commerce industry. Currently, the restaurant industry is undergoing an upgrade of the cloud system. There are three major highlights behind the cloud system, code scanning ordering, mobile payment and member pass. Burger King (China) has added nearly 2 million new members and increased the frequency of member orders by 10% since it opened membership data with Koubei HungryMou last year. At present, it has realized the online and offline part of the membership rights and interests **** enjoyment, membership label refinement operation.

Third, standardization. Many hot restaurant brands find business opportunities in standardization. When the store opened more and more, in order to achieve a high degree of uniformity in service standards, from the upstream of the supply chain to the production of meals, must be standardized management. In this process, many dishes are gradually made into standardized products by restaurants. After the standardized product is done well, it can be ****enjoyed to other restaurants, and even open to the consumer side. From the front end of the community, to the middle end of the e-commerce, and then to the back end of the standardized products, the whole chain digitalization of the restaurant industry has brought three major upgrading direction.

In general, traditional catering stores can only radiate 1 kilometer of consumers in the surrounding area, and catering businesses need to constantly look for new sources of customers. With the emergence of takeout, the traditional catering business radiation range extended to 3-5 kilometers radius, "dine-in + takeout" has become more and more catering business standard.

In early June, Hummingbird realized the brand independence of the business, is becoming an indispensable infrastructure for Ali and the industry as a whole. Hummingbird that is the distribution of industry operations head Ye Qionglin salon site to share a set of data: Hummingbird that is the distribution of 3 million registered riders, covering more than 2,000 cities and counties, serving 3.5 million local life service merchants, in many scenarios can provide 30-minute delivery delivery service capacity.

Ye Qionglin said that in the past year, Hummingbird has three actions in the digitalization. One is the digitization of riders, the second is the digitization of orders, and the third is the empowerment of the merchant supply chain. Take the empowerment of the merchant supply chain as an example, Hummingbird has done a segmentation of all the merchants, and at present, whether it is a fast food merchant or a regular food merchant, Hummingbird is able to provide a very humanized and intelligent solution. Hummingbird last September and Starbucks launched a special star delivery service, which can currently achieve 8 minutes of food, an average delivery time of 18 minutes, and 99.99 satisfaction. For example, Hummingbird's cooperation with Jingwei Zhai has shortened the average delivery time by 8.51 minutes, and the stores have been transformed with a takeaway line of motion, and the takeaway transactions have exceeded the historical peak.

In the first decade of O2O development, platforms enjoyed the traffic dividend of the mobile Internet. In the past two years, the online traffic dividend of the Chinese Internet is gradually disappearing. Local life service market into the new retail era, the competition has long ceased to be a single business influence, but the platform can mobilize the power of the ecosystem, the use of data, technology to accelerate the digitization of the local life market.

Ali's local life services company faces a huge number of local life merchants, these merchants are in the very early stage of digitization, Ali should be able to play a greater value in it.

For merchants, the flow of traditional platform operations for them is "a face", but last year, fully integrated into the Ali ecosystem, hungry and word of mouth began to provide a complete set of one-stop solution for merchants, but the merchant's store may appear in Taobao, may appear in word of mouth, may appear in Alipay, may appear in hungry and mouth. Alipay, may also appear in hungry. "Today, local life involves merchants are still all very small, and we reach and serve consumers by serving merchants. We are not just helping merchants to do marketing, group buying and takeout, but also helping them to do supply chain and finance ......," Wang Lei has said.

"The journey of digitization in the catering industry has just begun, and we will not let each merchant go looking for a system individually," said Chen Sheng, "We will launch a set of Ali Business Operating System catering version, to go proactively provide to each merchant."

Beijing Huatian Catering Group Deputy General Manager Bai Shengshen is y touched by this, "First of all, the degree of catering digitization is relatively low, the brunt of the catering enterprise's own technology research and development capabilities are relatively weak, the market lacks large-scale software and hardware developers for the food and beverage industry; Secondly, at present, a lot of the data of the offline catering stores is very fragmented, how to achieve the data online and offline, internal and external through is currently a difficult problem; finally, the development of catering enterprises are bound to rely on the head of the data service providers, how to achieve **** win faces a test."

"At present, Meizhou Dongpo stores*** have 2.98 million members, but at the same time takeaway has become a very important piece of business in store operations, how to connect the data of this part of the takeaway customers with the Meizhou Dongpo members to enjoy the same benefits is an urgent problem to be solved. "Meizhou Dongpo takeaway integrated regional online operations responsible person Wang Zheng also expressed his thoughts.

In this regard, Chen Sheng said that the future of the word of mouth hungry will be from the member construction, dish marketing, change business staff and other products to help catering merchants. "The paid membership card is a very good tool for restaurant merchants to raise frequency and lock customers. In terms of food marketing, we help users make decisions through the digital presentation of 'help me order', which can greatly improve the accuracy and user conversion rate. At the same time, through the "business staff" and other products, so that more merchants directly and simply see the user's deconstruction, the structure of the dishes, and even the surrounding market, can directly drive the business revenue growth, to help merchants enter the digital operation stage."