Silent breakfast O2O marketing two Japanese painted screens, friends have various media reports to me. What makes me laugh is, the breakfast market focused attention for the first time, got huge amounts of investment is not a company, but this market platform Giants walked down the altar one by one. Robots do in radish is too hot why do education
As a partner in 2014 will join the breakfast market, I in this case I'm afraid more participation than the friends from the press, and also have a very deep understanding:
Operational August 2014 juice for breakfast
November 2014 group breakfast launch, juices initial batches of the project partners, and the United States as "exemplary breakfast service" promotion of cooperation in the whole country.
March 2015 group breakfast projects opening up in one or two cities outside Beijing.
April 2015, hungry for breakfast, Ju mei breakfast launched one after another.
In early 2015 Baidu takeout are also to join the breakfast O2O marketing, but not actually fall.
Cut to the breakfast market, is intended to flow inlet
2014 Group announced the data over public comments, but the APP open rate of first-tier cities are always not optimistic. Beverage industry last piece of virgin land has not been transformed into line-breakfast market, it appears as one battle the killer. Soon, the group network in less than half a year to open more than more than 10 city door in the breakfast market one or two lines, also attracted other platforms to follow, but imagine the good does not occur.
Breakfast habits of consumption the decision-making chain is short, breakfast purchase more "instant consumption" and the catering front part of many, capacity control in the hands of breakfast service, the platform had to use the reservation system to make room for complex multiple-link connection, this produces a contradiction between supply and demand. Our breakfast in the trade area to be under orders to take meals to complete, the time difference is less than 5 minutes of orders up to 56.7%, one day in advance booking less than 20%. And the booking cycle an average of 10 days, hungry what is 7 days. Book first intercepted a large part of the immediate consumption needs, another part of the subscribed users only open once a week. This envisages access with high frequency is very large.
World production capacity, open platform of the breakfast market pain
Docking platform supply and demand ends, which links under the deceptively simple single-purchase-delivery, but it's very complicated. Excellent breakfast service providers need to arrange production according to order (poor use OEM purchase requires orders in advance for breakfast) – third-party distribution teams scattered breakfasts canvassing – according to the destinations split canvassing food--distributed to scattered dining destinations--buildings/transportation specialist to complete final delivery.
In simple terms, is a logistics company's work from merchant to sort to full-blown distribution concentrated in the 2 hour, any one link error, will cause the feeder plans disrupted, appeared late delivery, missing delivery, incorrect. Because "good morning" the particularity of this period, "late" experience caused the poor far more than the dinner takeout. Another difficulty lies in the capacity of the platform controls upstream, but food quality risk is not transferred. Show purchase operating platform with strong identity, food of any responsibility for the quality problems identified by users as a platform.
Our city breakfast market is characterized as "high frequency" and "demand", "super high burst" user pain point both nothing more than "security", "convenience". Control of these characteristics, breakfast services focused on the user platform "late" and "food quality" two points is not surprising.
The industry at a glance know, only the capacity in its own hands, has the Foundation to talk about the two main disadvantages of solution. Platform "light fast track approach" in the breakfast market advantage becomes a disadvantage before.
Breakfast four types of players in the market, where is the way out?
Industry data estimates the country eating out of the breakfast market in 2015 to 300 billion, 10% per cent of total 3 trillion catering. Breakfast consumption is high, just need, but has not yet been transformed into line, while not focused within the market leading brand, still in the early stages of competition, this is the way the players fancy breakfast marketing reasons. Count the breakfast market has four types of business, a large platform (us hungry), breakfast brands (juice), breakfast service traditional restaurant/retail (711), "street vendors". Here, I venture to analyze the trend of four kinds of formats:
"Roadside": a comprehensive upgrading of consumption and regulation are more rigid, determines the prolonged occupation of the breakfast market industry will gradually fade away. Consumers are not only more concerned about food safety, consumer upgrades will Maslow's top demands.
Traditional restaurant/retail: able to meet security requirements, occupies part of the breakfast market. But store location restrictions, is unable to fully satisfy the demand for convenient, focus not on the breakfast. For example, Yonghe King is famous for its milk and fried dough sticks, but developed into a main meal of fast food brands.
Platform: to solve the security, convenience, but on the upstream control limited, unable to control capacity cannot meet the breakfast "burst" demand, book + purchase patterns to filter out instant demand, also unable to guarantee food safety, not platform enterprise advantage.
Breakfast brands: has absolute control over the production, to meet the needs of instant breakfast; operational difficulties compared to the platform a lot lower, but also needs strong operation to smooth access scheduling and thus established a strong line of barriers in the process, food consumption upgrading that can make 1-2 strong breakfast in focuses on the brand.
Do users really need so many platforms? terminal resources who will do it?
The end of 2014, American breakfast items for breakfast the following morning business expansion plan is around $ 10 per city, more than 30 homes. Development is expressed in all the way "If there are several capacity large enough for breakfast business, we don't have to bother with the" frustration. Final results in Beijing, a city even more than hundreds of breakfast meals, excellent food and beverage brands and street-side shop without a license was mixed, problems.
In an industry, the number of professional service providers do not even the number of platforms, it's ecological problems. Users have dazzled by all kinds of platforms, "resource allocation" can't find a professional resource to configure the platform.
Small brand when seen an influx of large platforms, mixed mixed mood. Platform involved rapid education market, to help build a great ecological, the second is from the platform comes into play, we judged "light fast track approach" of the platform to do, when they withdraw, but by outside sweeping misread as "breakfast" with, but will develop resistance to industry. In fact, regardless of the breakfast market-focused service provider, or traditional dining/breakfast service in the retail industry, will be able to grab a portion of the 300 billion the market.
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