Lose money if you're tired of playing cat games in takeaways? Industry: supplement tang food performance "small profits and more sales" also make money.

Data show that in 2017, China's online takeaway market is expected to reach 204.6 billion yuan, up 23% YoY, and online meal subscribers are 300 million, up 18% YoY. Behind the high growth, the introduction effect of high subsidies is not to be avoided. Economic Daily - China Economic Network reporter in the survey found that in the face of lazy consumption patterns, fast-paced frequency of life, order a takeaway to deliver food door-to-door may still be the best choice. While the vast majority of restaurants that rely on brick-and-mortar stores for more benefits at very little cost, takeaways are still performance boosters in an environment where the number of diners is declining.
subsidies really cheap or a gimmick?
China Voice reported that there are now more and more takeaways, several major takeaway platforms have also been introducing "red envelope cashback" and "full reduction" and other preferential activities to attract people to spend. However, the reporter found that although many merchants launched a very large discount, but the same goods, the price of the shop is much lower than the Internet, even if the discount, online a 22 yuan package, the store as long as a dozen yuan can be bought.
For consumers concerned about the price, there are takeaway industry insiders Zhang Ming (anaer name) to the Economic Daily - China Economic Network reporter said that in the do not increase the area of food and waiters and other fixed costs on the basis of more takeaway sales, for food companies is certainly cost-effective. In his view, the vast majority of formal catering enterprises will not choose to "do their hands and feet" on the price of food.
For brand merchants, the main consumer groups are also offline food users, if there is a difference in product prices, will certainly lead to complaints, which is not worth the loss of food and beverage enterprises.
Economic Daily - China Economic Network reporter also did a test to the Economic Daily positioning, through hungry and the United States group takeaway two platforms, respectively, the distribution range of 5 restaurants for the comparison of dishes, involving stores have well-known restaurants, Chinese chain fast food, home cooking, spicy hot, etc. , the above-mentioned stores in the two takeaway platform to obtain the full discount is not exactly the same, but the sale of products at the same price. In addition to the same a la carte dishes, well-known catering enterprises in different platforms to launch special dishes and combinations of packages are indeed different.
As for takeaway deductions, Zhang Ming said that the platform logistics deduction points in about 15%, and marketing costs are mostly platform and businesses share equally, these costs compared to takeaway sales hungry increase, even if the "small profits and more sales" for food and beverage merchants do not need to do small action on the price.
noteworthy, Zhang Ming said, if the catering merchants for takeaways separately designed products, merchants have independent pricing power, the price of this issue also needs attention.
"full reduction" to cultivate the takeaway habits
in recent years, takeaway platform feng shui, can not be separated from all kinds of "full reduction activities" impact. According to media reports, only four of the 164 stores on the takeaway list in hot cities such as Guangshu in the north have no full-off activity. Full reduction has almost become standard for online merchants. For takeaway merchants, under the platform rules, "full reduction" is an important means to increase exposure and traffic, directly affect the "in-store conversion rate",
for the common full reduction settings, to "20-15, 60-30, 80-40" as an example, since the media "takeaway players" wrote that the first category, to meet the small amount of food and eat against consumers, the purpose is to improve the conversion rate and single volume. The second category, to meet the food, hesitating consumers, generally let users order a staple food after "enough is enough" to get a greater full reduction, used to pull up the unit price and profit. The third category is to meet the double, three-person single, further improve the price and profit.
threshold for full reduction, the higher the conversion rate. Take full 20 minus 19 as an example, the unit price of online meals is often more than 30 yuan, plus meal box fees, the user actually pay more than a dozen yuan, this time to the user's actual discount rate is less than the full discount rate set.
Chen Liteng, an assistant analyst at O2O, a life service at the China E-Commerce Research Center, believes that when takeaways become a habit, users will still use them as long as the price is within the scope of their acceptance, even if they do not receive large subsidies.
he told the Economic Daily - China Economic Network reporter, according to media reports, merchants first raise prices and then full reduction of the way, after discount prices will be similar to the price of food, subsidies are not high. In fact, subsidies eventually became a means of cultivating consumption habits, the end result is to let takeaways completely become a new eating habits of consumers, and then slowly weaken the focus on subsidies.
It is no surprise that takeaway speculators lose money
The Measures for the Supervision and Administration of Food Safety in Internet Food Services came into effect on January 1 this year, providing that food service providers entering the Internet shall have physical operation of stores and obtain food business licenses in accordance with the law, and shall not operate beyond the scope.
Takeaway practitioner Li Hua (afflicted) to the Economic Daily - China Economic Network reporter calculated an account, the general gross profit margin of catering enterprises in 30-40%, net interest rate of about 10%, some chains of fast food, small restaurants and even higher. The emergence of takeaways has created a useful complement to the restaurant's turnover. With the development of takeaways, the number of diners is declining and offline store competition is moving online, but the restaurant's main revenue is still eating.
compared with the entire food and beverage market, takeaway sector, although the growth rate is obvious, a wide range of users, but for the huge catering market is still a "minority." On January 18, Jiang Junxian, president of the Chinese Culinary Association, said at a takeaway platform event that in 2017 the country's food and beverage revenue has exceeded 3.9 trillion yuan, of which takeaway is the most concerned about the restaurant industry, in 2017 the size of the foreign sales market exceeded 300 billion yuan, the rapid growth rate, but takeaway in the overall catering scale of the proportion of a lot of room for growth.
For online takeaways do not make money, Li Hua told the Economic Daily -China Economic Network reporter, in the early days of takeaway development, high subsidies attracted a large number of consumers and merchants, some categories are small, small stores, mainly by low-cost shopping to make money shops also poured into the market, but with the reduction of subsidies and consumers more favor for quality takeaways, these "speculators" gradually lost the market, not only to make money on food and quality."
the average takeaway price for hungry takeaways continued to rise in 2017, breaking the $40 mark, according to the 2017 final report. Shanghai overseas sellers unit price is the leading country, takeaways unit price reached 54.5 yuan. In its 2017 Takeaway Development Study, the American Academy of Review also showed that the number of quality merchant orders increased by 7% in 2017 compared to 2016, with more than a quarter of orders coming from branded merchants.
Chen Liteng told the Economic Daily - China Economic Network reporter, the online takeaway industry has been an important part of the field of life services O2O, is an important market for many capitalists to compete for, the online takeaway industry has now tended to stabilize the pattern. He believes that capital investment began to shift from market occupation to quality service competition, the online takeaway market war is not over.
Hanshaw.