I collect gold fingers in the heavens

Chapter 195 The development of food delivery, strong activities (seeking subscription recommended monthly pass)
At the beginning, orders were mainly placed by phone, and merchants delivered by themselves, but with the development of technology, takeaway has become a further possibility.

In 2008, a few college students founded [Eat Me] in Modu University. At first, it only served the students in the university.

In 2011, [Eat Me] was doing well, and received a round A financing of USD 100 million from Yinshajiang.

In March 2012, [Eat Me] launched the first version of the app!
By January 2013, [Eat Me] APP had complete functions and received a B-round investment of US$1 million.

In 2013, [Eat Me] began to formally deploy nationally. In November 2013, [Eat Me] received $11 million in Series C financing led by Sequoia China. At this time, [Eat Me] has already begun to lead all takeaways One year for competitors, including offline layout, APP development and financial strength.

However, the booming development of [Eat What] has also attracted giants' coveting in the food delivery industry, and the giants have begun to end one after another.

In November 2013, [Leituan] Huoxian rushed into the field of food delivery and established [Leituan Waimai].

In December, the e-commerce giant established [Tao Dian Dian], and the search industry giant [Qiandu] also personally ended and established [Qiandu Waimai].

What we want to focus on here is [Lituan Takeaway].

The parent company of [Leituan Food Delivery] is [Leituan].

[Lituan] is an O2O group buying company. It survived the fierce battle of [Thousand Regiments War] and had the last laugh, becoming one of the largest companies in terms of group buying at that time.

Not only has it trained a ground push iron army capable of fighting well, but it has also accumulated many different types of customers.

[Lituan]'s account manager just talked to those client merchants in the past, and these merchants easily agreed to start the takeaway service on their platform.

Coupled with the strong financial support of capital, [Lituan Waimai] quickly skipped the initial stage, and competed fiercely with [Eat Me] nationwide.

Of course, [Taodiandian] and [Qiandu Waimai] also have capital support, and their development speed is not slow.

By 2014, [Eat Me] took the lead temporarily with a market share of 30.58%, followed closely by [Lituan Waimai] with a market share of 27.61%, [Taodiandian] only had 11.20%, and [Baidu Waimai] was even lower, only 8.55%!

In 2015, [Eat Me] successively received US$9.8 million in financing, and [Lituan Waimai] was not to be outdone. In January, it received US$1 million in financing.

Coupled with several other large food delivery companies, they have also received high financing one after another.

Food delivery companies rely on large subsidies to cultivate the market and increase market share.

Several food delivery companies are raging across the country.

But at this level, market subsidies and company funds are certainly important, but the company's own management capabilities are also becoming more and more important.

Compared with [Leituan Waimai], which was born out of [Leituan], [Eat Me] is a bit like a grassroots army. The management ability of the founder is not enough to perfectly control the increasingly large company, and the interior is relatively chaotic.

The market share of [Eat it] was overtaken by [Leituan Takeaway] little by little.

In many companies, the actual market share of [Eat Me] is not as good as that of [Lituan Waimai]!

Of course, at the practical level, a company always has a way to beautify its data and present it in a better light.

Some people say that history is a little girl who can be dressed up by others, but in fact, there is only one kind of [history]!

In terms of market share data, [Eat Me] (34.8%), [Lituan Waimai] (31.2%), and [Qiandu Waimai] (23.7%), the three major food delivery companies accounted for more than half of the market, while [Amoy Dian Dian] is completely behind.

Several major food delivery companies are desperately burning money to grab market share and cultivate the market, which naturally attracts more and more merchants to settle on the food delivery platform.

Even some of the world's top [-] companies and large foreign fast food chains are no exception, and they have all come to an end.

[Shennong Orchard] under [Chaofan Group] has also begun to emerge in South China.

Naturally, the three major food delivery companies came to visit, hoping to reach a cooperation.

At that time, the food delivery industry was so popular, Su Shixian also planned to use the food delivery platform to further increase the sales of [Shennong Orchard], so he carefully inspected three food delivery companies.

[Qiandu Waimai] used to focus on high-quality food delivery, serving the white-collar crowd as the core, and seemed to be a bit higher, but the market share was the lowest, and the first one was rejected by Su Shixian.

And 【Eat】Because of chaotic management, in the early days, many business managers used their power to embezzle and corrupt, and it was difficult for the management to solve it. Therefore, a one-size-fits-all policy was adopted to restrain business managers’ violations, but it also brought a drawback. It's just that the operation is relatively dull.

The business manager of [Eat Me] who came to visit couldn't give Su Shixian more preferential treatment. In the end, Su Shixian chose [Leituan Takeaway] and signed the so-called [exclusive agreement] in order to obtain the discount of [Leituan Takeaway] .

For example, the general store commission is 20%-23% (delivered by Lituan), and the minimum commission for each order is 4 yuan, while the commission for chain brands is 15%.

And [Leituan Waimai] gives [Shennong Orchard] a commission of 13%, which is a discount of two points.

In addition, there are ranking support and related material support.

In March 2015, more than one hundred [Shennong Orchard] settled in [Lituan Waimai].

[Lituan Waimai] Although it takes a commission, the emergence of the food delivery platform has indeed helped merchants broaden their sales scope, from the original serving people within three kilometers to a larger area.

It can even be delivered across the city-well, it is usually done in the cake industry, but it is rare!

As the merchant expands the scope of sales, the sales will naturally increase accordingly. In this way, the commissions drawn are indifferent.

Besides, the wool comes from the sheep, [Lituan Waimai] takes their company commissions and service fees, then their company will increase the price of their products to make up for the profits taken away from consumers.

In a word, it is necessary to make money, but not to lose money.

Not only [Shennong Orchard] does this, but many merchants who settle in it do this!

The price of the merchant is expensive, but [Lituan Waimai] or [Eat Me], or [Qiandu Waimai] all launch red envelope coupons or cooperate with merchants to launch full discount activities or special offers.

If it is done in this way, the price of takeaway that consumers can buy will not be too expensive. Occasionally, when they encounter a large red envelope, they can still eat takeaway cheaply.

[Shennong Orchard] has always taken the mid-to-high-end route, and it is still a little bit forced.

Therefore, after [Shennong Orchard] is launched on the platform, you will not participate in the full discount activities, and you will basically not sign up for the activities pushed by the platform background. Anyway, it will sell at that price, whether you like it or not!
Customers who think it’s too expensive would rather take a few more steps to buy offline, while customers who are not short on money can enjoy the thoughtful service of home delivery.

(End of this chapter)