Modern Express News (Reporter Ji Yu) Can takeout be used as a order? That's right! Takeout is no longer a new thing, but merchants have recently started to play new tricks, combining takeout and order-based trading to stage a takeout version of group buying. Some friends have already experienced it first and can have a full meal for only 10 yuan. Are you moved?
△ Takeaway Platform Order Purchase Page
10 yuan can get a meal. Takeaway Platform "order Purchase" is really delicious
Order Purchase and group purchase. E-commerce platforms have "played" in the early years, but it is not a new thing. However, recently, major takeaway platforms have tried the order-sharing model, and this attempt made consumers very moved.
△Newcomer gift package
Nowadays, takeout costs 20 to 30 yuan, and the order-buying mode can save people a lot of money. On October 19, a reporter from Modern Express logged into a takeaway platform and found the entrance to takeaway orders on the homepage. The promotional slogan posted by the platform is: "Eat 9.9 yuan, delivery fee is 0." Click the entrance to enter the order-pairing page, and the "newcomer gift package" pops up. This newcomer gift package includes cash back for the first order and a must-have card for order purchase. After receiving the gift package, you can choose your favorite takeaway store.
reporter noticed that there are quite a few stores participating in the order-making process, and the dishes are also very rich, including braised chicken rice , dumplings, egg rice , rice noodles, hamburgers, milk tea, etc. The prices of these dishes are generally around 10 yuan, and the highest is not more than 15 yuan. In terms of a fast food, the special price for a newcomer of spicy chicken leg burger , old Beijing chicken roll , and small cup of cola is only 6.9 yuan; a large portion of braised chicken rice, plus side dishes such as potatoes and bean skins, the price is only 11.5 yuan... If you do not use the order-buying mode, an ordinary large portion of braised chicken rice will cost about 20 yuan.
is different from online car-hailing and carpooling. Consumers can click "Invite friends to order food" and send it to colleagues to join in order. If your colleagues don’t want to participate in the order-sharing, don’t worry. In order to increase the success rate of order grouping, the platform also sets the option of "Nearby Order Purchase" on the page to view nearby consumers who are ordering. If you see your favorite store, you can complete the entire operation by clicking "Part Now".
"fight" for dinner, netizens "advice"
Modern Express reporter learned that the operation mode of order-sharing is a takeaway activity launched by the takeaway platform for different customers with the same or similar delivery addresses. The logic is to save delivery capacity, improve delivery efficiency, and encourage stores to use value-priced foods to attract customers to place orders and purchase. In terms of ordering, customers can choose to purchase separately, order to receive meals, and order to receive meals together. The difference is that the corresponding ordering prices are reduced in turn. At present, takeaway order coupon mode has been launched in cities such as Nanjing, Wuxi , Shenyang, Jinan, Xiamen .
△ Consumers are collating orders
According to statistics from the takeaway platform, 90% of merchants who have launched this type of "takeout group buying" can achieve order volume growth. The reporter contacted a merchant who participated in the order-publishing model, and the merchant also confirmed this statement. However, the merchant also said that although the order volume has increased, it is actually not very profitable, and the purpose is to accumulate reputation and attract new customers.
takeaway platform quietly launched the order-sharing mode and did not publicize it, but consumers are very keen to share. On a social platform, netizens shared news about takeaway orders and @ed friends around them to save money together. "This is so friendly for me who don't know what to eat for lunch every day. Just click to buy orders nearby, which greatly saves time in picking takeaways." "This can save a lot of lunch money."...
Although this model is praised by consumers, some people are happy and some are worried. During the interview, a delivery guy admitted that in fact, this order-sharing model did not increase their income. "The customer does not need to pay the delivery fee for orders, and the company subsidizes the delivery fee." The rider said, "In actual delivery, not only can there be 'twins', but also 'triplets' and 'quadplugs', but there are only one delivery fee."
order-sharing model caters to the current consumption situation and consumer psychology
In recent years, consumers' demand for hot-selling catering has also continued to grow, bringing new growth momentum to instant delivery of catering takeaways. Ding Qi, senior researcher at the Yunnan Union Research Institute, said that the one-to-one single-point special delivery model requires riders to only deliver one customer at a time, which sacrifices the rider's delivery efficiency to a certain extent, resulting in high cost of single tickets. "The cost at the delivery end is often determined by the order density, but riders cannot accept orders without restrictions under certain timeliness requirements, and the amount of goods received by bicycles is also very limited. "Ding Qi believes that with the increase in order volume, the efficiency of delivery guys will gradually reach the ceiling. If you want to reduce costs, you may have to start from the direction of lengthening time and acceptance.
In this case, in order to open up the sinking market, increase the frequency of ordering for customers, increase the stickiness of customers on this platform, and also to seize a larger takeaway market share, the delivery platform has opened a new model of takeaway ordering. The ordering model caters to the current consumption situation and consumer psychology, but for merchants and riders, although such a model is profitable, it does not make much. How far can this model go? Modern Express reporters will continue to pay attention.
(all pictures are screenshots of the platform page)
(Editor Shao Qianqian)
