When you haven't visited the restaurant for a long time on weekends, sitting in the store waiting for a meal, you suddenly found out that the hungry takeaway boy sitting in front of him was waiting for the meal, with a big "Have you finished your homework" printed on his clothes. In that instant, is there a feeling of heart-stirring rising up, and thinking, "Is it necessary to add crit damage to deliver a takeaway now?"
[Hungry, does it change?, platform business Expansion is inevitable]
It is reported that Ele.me has recently changed the style of his takeaway boy’s uniform. It is no longer just the trademark "Are you hungry?" behind it, there are also such things as "Have you fed the cat?" and "Did you buy food?" , "Are you eating melon", "Are you sleepy", "Are you cold" and so on, including the "()" sentence patterns in all aspects of life. This small change of
, in addition to letting the outside world add a bit of fun to the Ele.me brand and attracting more young users’ attention, another purpose is probably to remind users that Ele.me now can only deliver takeaways. On July 10 this year, Ele.me has announced a comprehensive upgrade. It has upgraded from a food delivery platform to a life service platform that solves all the immediate needs of users around. Even its slogan has changed from "good and not expensive, tasteful". , Became "what to love, what to come".
In fact, as early as October 2018, Ele.me and Word of Mouth merged under Ali’s matchmaking and established Alibaba’s local life service company, which already heralded the two-way penetration of Ele.me’s food delivery platform and the local life platform Word of mouth. And Ele.me’s “stars and seas” will obviously no longer be confined to the food delivery area. Subsequent services such as buying vegetables, buying medicine, running errands, purchasing goods, even helping children report dictation, and helping the elderly call cars, and many other services closely related to life have also appeared on the Ele.me platform.
On the other hand, Meituan is also actively expanding the boundaries of platform service projects, not just the boundaries of food delivery platforms, relying on its strong ground-promotion capabilities and experience. In addition, the recently booming community group buying field has gradually moved from grocery shopping to daily necessities. The catalog of group buying goods no longer only contains oil, salt, sauce, vinegar, vegetables and fruits, and daily necessities including laundry detergent and disinfectant are also in succession. Stick your head out" come.
[The newly expanded community group buying, what is the "lethality"? ] Z4z
But whether it is selling vegetables or selling daily necessities, we have indeed seen the momentum of the "hundred groups battle" on these community group buying platforms. At present, some netizens have integrated the large and small community group buying platforms in the market. In addition to the more well-known platforms such as Xingsheng Zhuangyou, Shihui Group, and Meituan Zhuangyou, there are also Diao Daojia, Xiaoxiong, and Di Gong etc. Dozens of similar platforms. Only in this way, people can't help but recall the situation of the "Thousand Regiments War" or the most intense color competition in the shared bicycle industry.
And in terms of service, we also saw the common price wars during the Hundred Regiment Wars. At present, Meituan Optimal has already shouted the slogan of "Success as low as 0.99 yuan"; Didi’s Orange Heart Optimal has posted "Eat 0.99 yuan as you like" on its own small station; Pinduoduo has once spread that Invest 1 billion yuan to subsidize Duoduo's grocery shopping. Therefore, it is not difficult to find that almost all community group buying platforms are directly presenting the "price subsidy" to users in bold and magnified form at this stage, and there is a tendency that the party who only hates the wool can not hurry up to gather wool.
But not all users are impressed by the cheap price of vegetables. While community group buying has gradually become a hot topic, there are also some voices claiming that the community group buying model has robbed the vegetable market and small vendors of business. Some netizens even moved out of the conspiracy theory where the talk was so intense, "If you destroy the supermarket and the vegetable market, the price of the food can be set (on the platform) at will."
However, is this community group buying that seems like a copy of group buying and takeaway, really so powerful?
In fact, if you know something about community group buying, you will find that in different cities, it often presents completely different development situations. And the differences between these situations also reflect that there are still many very difficult problems in the emergence of community group buying
[First-tier cities and sinking markets: community group buying can be budding but difficult to grow]
Observe the current community group buying platform Kaicheng It is not difficult to find that most community group buying platforms will tacitly avoid first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. For example, the first batch of cities selected by Orange Heart to go online are Chengdu, Chongqing, Mianyang, Neijiang, etc., and subsequent business expansion is alsoIt is spreading in Wuhan, Changsha, Xi'an and other cities. Although Meituan Youyou once called out the "Thousand Cities Plan", the current "lighting up" territory is focused on the capital cities of Shaanxi, Henan, Jiangsu, Zhejiang, Hebei, and Fujian.
This is obviously rare in the Internet industry. After all, in the eyes of most people, users in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen are obviously more adaptable to Internet-style services, which means that the threshold for users to accept new services will be greatly reduced. , It can also help to promote the follow-up business.
In fact, these community group buying may also be interested in developing first-tier cities, but the results of the attempts may not be satisfactory. For example, on October 22 this year, Meituan's fresh food e-commerce business Xiaoxiang Shengxian issued an announcement stating that it would migrate to the Meituan Maicai APP, and the original APP will cease to be used. Prior to this, Xiaoxiang Fresh had notified the store to close one after another, and the only Wangjing Botai store left in Beijing was also exposed by netizens that it was unable to place orders normally.
Although the model of fresh food e-commerce and community group buying is not exactly the same, the "nobody cares" encountered by the baby elephant fresh food also reflects the "Internet + vegetable market" model to a certain extent, which is fast in first-tier cities. The rhythm of life may not be so popular with users. This also means that community group buying may sprout in first-tier cities, but it may be difficult to grow in such a soil.
If the downward penetration route of community group buying from first-tier cities fails, can we try the "sinking market" that has been popular in recent years and gradually encircle the city from outside the Fifth Ring Road? However, in third-, fourth-, and fifth-tier cities and counties, the model that can only be delivered to the door of the community does not seem to bring much convenience. In the eyes of such consumers, perhaps the subsidies and services provided by the current platform for the purpose of refreshing are very attractive People, but judging from past cases, low prices will always only be temporary. After the follow-up platforms no longer maintain large-scale discounts, are the real wildfires that are endless, are they still the vendors in the vegetable market?
[the main battlefield delineated, the after-sales of community group buying has to be questioned]
Compared with first-tier cities or sinking markets, new first- and second-tier cities such as Chengdu, Chongqing, Wuhan, and Changsha have undoubtedly become the main players of community group buying. position. However, the community group buying that is already in operation still has many obvious shortcomings. For example, in terms of customer-oriented, key positions usually rely on the "group leader" of informal employees, which may bring certain uncontrollable factors to operations. . For the supply chain, how to select fresh products, how to purchase directly from the place of production, and find high-quality source suppliers, will obviously also test the management level of the supply chain.
On the other hand, even though various platforms have invested a lot of energy and cost subsidies to promote this new model at this stage, the uneven quality of dishes or other group-buy products that are intermittently exposed will undoubtedly cause a lot of outsiders. attention. For example, it was previously reported that a group buying group leader in a certain community in Hainan failed to show consumers the relevant inspection and quarantine certificate.
But if you put yourselves to thinking, if we get such a piece of pork, we are more suspicious of the refund, but whether the result can be handled satisfactorily? Is the "head" or the supplier responsible for us? The platform is here What kind of responsibilities do you shoulder? I believe that many of them cannot give a perfect answer for a while when they see this series of questions. And this just shows that the after-sales service process of community group buying is not clear enough at this stage, and there is no clear responsible person and other issues, and further improvement of each platform is needed. Looking at
in this way, the market is delineated, the target users are limited, and the community group purchase of its own services needs to be improved, which is more like an attempt by major platforms to explore the direction of business expansion. As for "smashing" the rice bowls of vegetable markets and small vendors that have been rooted offline for many years, it is obvious that community group buying at this stage does not have such tyrannical strength.
[The picture in this article comes from the Internet]
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