In the field of food delivery and delivery, Meituan and Hungry are the two mountains that are insurmountable on the way of headlines.
Editor’s note: This article comes from the WeChat public account “Liu Kang” (ID: liukuang110), author Liu Kuang.
When it comes to eating, people always have a lot of attention.
For the takeaway catering industry, the competition of the industry giants is always full of attention, and in the game, traffic will always be focused on these giants Body. For example, the Meituan and the hungry game again and again, the Meituan, which recently released its first quarter earnings report, has unexpectedly become the target of much attention.
Scramble will cause chaos, and chances are often hidden in chaos. When the battle between Meituan and Hungry was intensified, everyone’s eyes were focused on the battle of giants, and some Internet companies also saw the opportunity and wanted to find new dividends in the chaos. And headlines are one of them.
The new power of food and beverage-library box
The way to enter the catering industry is to support a catering platform called Kubox.
Kubox is a catering service platform mainly for urban white-collar workers. The delivery address is also specified in the scope of deliverable offices. The business scope of Kubox includes R & D and sales of kitchen utensils, household appliances, and furniture; providing management services for catering companies; making and selling Chinese and Western food; sales of pre-packaged food; wholesale and retail of vegetables, chilled fruits, fruits, and cooked food Wait.
That is to say, Kubox is not a takeaway platform, but a self-service catering platform with a complete supply chain. At present, Kubox mainly operates on WeChat mini-programs, and its delivery scope is limited to some cooperative enterprise parks and corresponding enterprise floors. The catering service scope includes lunch, afternoon tea and dinner, and the reservation time is limited to working days.
In addition, Kubox has also developed a corresponding “meal ticket mall”, which is similar to the membership service of other takeaway platforms. After purchasing a meal ticket, you can enjoy the discount and other rights. At present, the enterprise parks that Kubox can serve are concentrated in Shenzhen and Shanghai, and the addresses of related companies have also exceeded 200.
And this complete supply chain catering platform is the basis for the fun catering of headlines.
Summer, the head of the executive IT department of QuTiaoTou, once said in an interview with the media that he will use Kubox to solve the dining problem of QuTouTou employees at the Shanghai Zhangjiang Park headquarters. A special warehouse box is set up at the headquarters office of Shanghai FunTouTiao to collect meals, and coupons are issued to employees every day to encourage employees to order food on the warehouse box platform.
FuTiaoTiao said that Kubox is its internally developed project and is currently being piloted in the Shanghai office area of Futou. However, the relationship between FunHeadlines and Kubox is not just as simple as pilot cooperation.
Kuhe is a subsidiary of Shenzhen Fanlite Technology Co., Ltd., and its chairman is Tan Siliang, founder and CEO of FunTouTiao. The company’s major shareholder is Shanghai Boxian Investment Management Partnership, which accounts for 47.08% of the shares. In addition, Shenzhen Kaifan Network Technology Partnership Company accounted for 6.19% of the shares, the above two companies accounted for more than 50% of the shares, and Tan Siliang was the actual controller of these two companies. In addition, Tan Siliang has a shareholding ratio of more than 30% in Shenzhen, Beijing, Shanghai and other Kuhe branch companies.
In this way, it is self-evident that FunTiaoTuan wants to use the support of the box to grab the small abacus in the catering market. Of course, Toutiao is not the only Internet company that focuses its attention on the restaurant industry.
Internet + dining = new stage
The catering sector seems to have become a new growth area for Internet companies. But it is not easy to succeed in the catering market.
In addition to making interesting headlines for content, SF Express, a leader in the express delivery industry, and iQiyi, a video platform, also set their sights on the catering industry.
In May of this year, iQiyi established “Beijing Gree Food & Beverage Management Co., Ltd.” with a registered capital of RMB 1 million. Iqiyi explained that the establishment of a new company to enter the catering industry is for the company’s business needs.
And the express delivery platform SF has also been launched sinceMy own takeaway applet “Feng Shi”. With its flagship corporate group meal business, Fengshi tries to find its foothold in the market that is dominated by the two major takeaway giants. Similarly, I also want to use the new takeaway business to achieve my own “breaking circle” in the field of vertical express delivery.
Why do Internet companies get involved in the catering industry that Baganzi ca n’t? The reason is simple. The catering industry, which has been sluggish due to the epidemic situation, still has huge potential for development.
According to the data from AiMedia, the national catering revenue in the first quarter of 2020 was 602.63 billion yuan, a decrease of 44.3% compared with the national catering revenue of 1064.41 billion yuan in the same period of 2019, showing a cliff-like decline. The number of Chinese catering businesses reached 11.075 million in 2019, and it is expected that the number of catering businesses will drop to 9.414 million in 2020.
Due to the impact of the epidemic, the demand for the clustered consumer industry represented by the catering industry has plummeted, and the food supply and food sales channels of the catering industry have been severely hindered, which caused the catering industry to face serious losses during the 2020 epidemic.
At the same time, due to the impact of the epidemic, many small catering companies do not have enough cash flow reserves in the face of emergencies, it is difficult to cope with emergencies, and they have to withdraw from the market. Analysts at AiMedia Consulting believe that the downward trend of the number of merchants in 2020 will be very obvious.
Although the impact of the epidemic on the catering industry has not completely subsided, and the catering industry has not regained its previous vitality, catering is still an indispensable part of people ’s lives, which also shows that the catering industry still has great potential for development . The epidemic has accelerated the reshuffle of enterprises in the industry. After the epidemic, there are more markets and opportunities waiting for new catering companies to enter the bureau.
And the market and opportunities are what Internet companies are looking for. Whether it is out of market demand or realizing their own ambitions, the catering market that has yet to be developed has become a new stage for these Internet companies.
And in this new stage, how does Ku Box win applause from the audience?
Different marketing with the same goal
The main box of the library is finishedThe two modes of preparing supply chain and corporate group meal will eventually lead to the same goal as other platforms.
From the main business scope of Kubox, Kubox has a complete catering supply chain system, which is the first differential marketing hand card of Kubox. Unlike the simple takeaway platform such as Meituan and Hungry Me, Kubox not only includes the takeaway platform, but also a platform that provides catering “through-train service”, including the production of dishes and takeaway delivery.
Kuhe is a platform brand that integrates no-smoke, no-clean intelligent cooking machine technology, clean vegetable supply chain, food box integrated with wok and lunch box, and self-operated ordering system. Through high-tech hardware + standardized food supply chain + Internet O2O operation, it subverts the traditional catering model and the threshold for opening a store. In the form of a smart micro kitchen, it can penetrate the unlimited scenarios of dining behaviors, be close to users unlimitedly, and promote the intelligent process of the catering industry.
However, the essence of the hand of the library box is very simple. In layman’s terms, it uses cooking robots to prepare meals and then distributes them without the help of other takeaway platforms. But with this model, some merchants who are unwilling to join Meituan and the hungry platform can also realize it. After the goods are prepared, the merchant will deliver it by themselves.
The other hand of Kubox is its corporate group meal business for enterprises. Meituan and Hungry have been in the food delivery industry for many years. The increase in user traffic has gradually reached the ceiling, and the merchants in need have been divided between the two. However, as an emerging incremental takeaway market for corporate group meals, Meituan and Hungry have n’t gone deep before.
But the “Feng Shi” previously launched by SF Express is also the main business of corporate group meals, and Meituan and other takeaway giants will not let this market pass. Although there are still many opportunities in the corporate group meal market, there was a preemption by SF Express before, and there was a wait-and-take by the delivery giants. It is not easy for Kuhe to seize a seat in this market.
There are already many players in the food and beverage delivery field. If you want to stand out among many players, you need to play different hands, that is, differential marketing. However, Kubox, supported by Fun Headlines, eventually ended up in the same direction as other players. The two hands that Kubox relied on had little win in the game.
In front of the embarrassing situation of Ku Box, the headlines of Fun Headlines wanting to enter the restaurant are not smooth. Of course, behind the forefront of catering, there are interesting headlines that want to save themselves.
Group meal delivery: the curve of Internet platform to save yourself
One of the most obvious intentions of the interesting headline catering is to achieve self-help.
As an interesting headline of “the originator of net earning”, it attracted a lot of
The catering sector seems to have become a new growth area for Internet companies. But it is not easy to succeed in the catering market.
In addition to making interesting headlines for content, SF Express, a leader in the express delivery industry, and iQiyi, a video platform, also set their sights on the catering industry.
In May of this year, iQiyi established “Beijing Gree Food & Beverage Management Co., Ltd.” with a registered capital of RMB 1 million. Iqiyi explained that the establishment of a new company to enter the catering industry is for the company’s business needs.
And the express delivery platform SF has also been launched sinceMy own takeaway applet “Feng Shi”. With its flagship corporate group meal business, Fengshi tries to find its foothold in the market that is dominated by the two major takeaway giants. Similarly, I also want to use the new takeaway business to achieve my own “breaking circle” in the field of vertical express delivery.
Why do Internet companies get involved in the catering industry that Baganzi ca n’t? The reason is simple. The catering industry, which has been sluggish due to the epidemic situation, still has huge potential for development.
According to the data from AiMedia, the national catering revenue in the first quarter of 2020 was 602.63 billion yuan, a decrease of 44.3% compared with the national catering revenue of 1064.41 billion yuan in the same period of 2019, showing a cliff-like decline. The number of Chinese catering businesses reached 11.075 million in 2019, and it is expected that the number of catering businesses will drop to 9.414 million in 2020.
Due to the impact of the epidemic, the demand for the clustered consumer industry represented by the catering industry has plummeted, and the food supply and food sales channels of the catering industry have been severely hindered, which caused the catering industry to face serious losses during the 2020 epidemic.
At the same time, due to the impact of the epidemic, many small catering companies do not have enough cash flow reserves in the face of emergencies, it is difficult to cope with emergencies, and they have to withdraw from the market. Analysts at AiMedia Consulting believe that the downward trend of the number of merchants in 2020 will be very obvious.
Although the impact of the epidemic on the catering industry has not completely subsided, and the catering industry has not regained its previous vitality, catering is still an indispensable part of people ’s lives, which also shows that the catering industry still has great potential for development . The epidemic has accelerated the reshuffle of enterprises in the industry. After the epidemic, there are more markets and opportunities waiting for new catering companies to enter the bureau.
And the market and opportunities are what Internet companies are looking for. Whether it is out of market demand or realizing their own ambitions, the catering market that has yet to be developed has become a new stage for these Internet companies.
And in this new stage, how does Ku Box win applause from the audience?