No matter how popular Hermes is, its boss will never be the richest man in the world; If you want to reach a certain level, you must make something that most people can afford and a platform that most people will use.

If you want to be a top enterprise in the world, you should choose an industry whose ceiling is a sea of stars.

Pinduoduo seized this key point and squeezed out a sky in the world of e-commerce by relying on extremely cheap department stores.

Wang Xing of Meituan saw it and introduced the catering version of "Pinduoduo": cook a good meal.

Now, Meituan is secretly testing a product called "Good Rice" in some areas.

In fact, it is the catering version of "Pinduoduo".

At present, "Pinduoduo Good Meal" seems to be only embedded in the Meituan takeaway applet.

According to media reports, this function is only tested and operated in a few areas.

Zero Wild randomly selected Shanghai core business districts such as People's Square, Pudong Guo Jin Center and Zhangjiang Hi-Tech, and found that there was no online cooking in these areas.

In which areas, netizens can test the feedback.

Since it is a low-priced takeaway, the first priority is low prices. The main products are free of delivery fee, free of packaging fee and discounted goods.

Of course, the premise is that you have to fight for it: go!

Like Pinduoduo, users will generate a purchase link and share it with other users after placing an order at a merchant. The order can only be completed and delivered after both parties have successfully paid within the specified time limit.

Pinduoduo is limited to the same business, which is also the motivation for businesses to participate in Pinduoduo.

The profit margin of take-away products is relatively low, and sales volume is very important to businesses. If there is no charge for take-out and packaging, it needs to bring more sales to the merchants. Otherwise, why should businesses do business at a loss?

It is not the first time that Meituan has launched the "spell order" service.

As early as 20 17, during the US Mission Hungry War, the US Mission pulled up countless new orders by relying on the function of "friends spelling orders".

Whether the take-away business of the platform is done well depends on user activity and new capabilities.

Gathering a good meal is conducive to bringing new products at low prices and activating silent users.

However, is this good for the catering enterprises themselves? It is obviously unreliable to get new customers by squandering other people's money, but asking merchants to cut prices and make profits.

At present, it is not known whether the participating merchants will be subsidized within the US Mission.

Another big background is: consumption (forced or active) degradation.

As early as the beginning of the year, the topic of "takeaway is getting more and more expensive" has been brushed on the hot search.

According to the financial report of Meituan in the first quarter of 2020, the price of each takeaway of Meituan increased by 14% compared with last year.

There are two possibilities: first, take-away price increases; Second, users get more clicks per click.

There may be two reasons for the price increase of take-away: the increase in operating costs during the epidemic period or the increase in the commission of the US Mission Review, and the merchants have to raise prices.

Every single point is more likely to be at home, one family at a time, one day at a time. It may also be due to the consideration of food health and safety, consumers tend to choose a higher-priced head-big catering brand, so the unit price is expensive.

Just looking at the increase of 14% cannot fully analyze the reasons behind it.

However, it is not difficult for Meituan to draw a curve according to the price of each surviving dish of the merchant, relying on the database of days. Does this data count or not?

The announcement of 14% increase makes people guess the possible reasons, and the logic behind it, I think the US Mission has its own considerations.

Whether the price has gone up or not, consumers' wallets have shrunk to the naked eye.

Even if the take-away price does not increase, the income will drop and the take-away consumption will shrink.

It is against this background that Pinduoduo cuisine is launched, which is not only a means for Wang Xing to innovate and fight hunger, but also a way to attract consumers and sink the market.

There is no truce in the takeaway battlefield, and the takeaway war 2.0 seems to have begun!

But consumers don't want any party to be the only one: there is competition, there is promotion.

In addition, both Meituan and Hungry put takeaway users above merchants. A large number of small and micro take-out enterprises with poor organization have become unspeakable foil in the take-out war.

No, no, the customers of the takeaway platform are not only people who eat at this end, but also people who cook at that end, as well as takeaway riders who are running around.

Do you think the price of take-away food has gone up?

Do you use Meituan or are you hungry?