Produced | Tiger Sniffing Business Group
Author | Li Ling
Head picture| Tiger Sniff
On October 15th, on the first anniversary of Meituan University, 115 “Takeaway Operators” and “Hotel Revenue Managers” received the first batch of professional certificates in China. Practitioners in the service industry that rely on the Internet and digitalization have finally obtained official certification, which means that the entire industry has begun to become professional and standardized.
A set of data was released on the spot. In the past year, Meituan University has exported a total of 3839 courses, and has trained more than 16.98 million people, covering 3.88 million merchants.
Chen Rongkai, the vice president of Meituan University, said frankly that this number is unexpected, but “if you say who is the most suitable for food delivery operations training in China? It might be us. More than 60% of orders are generated on the Meituan platform. Yes, we should understand better than others, and be more appropriate and applicable to this training than others.”
Meituan University has made a good start for the digitalization of the service industry. The fundamental reason is that Meituan itself is the promoter of the digitalization of the service industry, and digitalization has just given birth to a new format of the service industry.
Previously, on October 12th, the “Report on New Types of Life Service Industry and New Professional Practitioners in 2020” released by Meituan Research Institute showed that the transaction volume of new types of life service industry on the Meituan platform reached 483.74 billion yuan in 2019. The average annual growth rate in the past three years has reached 55.1%. In Meituan alone, there are more than 70 new professions spawned by new business models.
The rapid growth of new business formats attracts young people, and the need to improve efficiency through digital operations is more urgent than usual. Meituan also gradually grasped the leading power of industry standardization in the process of being officially certified for its new profession.
New occupation “Regular Army”
On the 15th, the first batch of 115 food delivery operators and hotel revenue managers nationwide were certified, and the latter was selected in September 2020The “1+X” certificate of the Ministry of Education will be promoted in secondary vocational, higher vocational, and undergraduate programs. In the future, students from colleges and universities can obtain a certificate of professional competence from Meituan University in addition to degree certificates.
This is a typical new profession spawned by food delivery.
In fact, in 2019, the new business formats that have emerged on the Meituan platform include takeaways, group buying, flash sales, homestays, theme restaurants, etc. The country has also announced three batches of 38 new professions. From 2016 to 2019, the average annual growth rate of new business formats reached 55.1%. Even in the wave of digital transformation of the Chinese economy, this number is not inferior.
Among them, some new formats that are relatively small at this stage, but are developing very rapidly, such as paid study rooms and cute pet interactive cafes, have become popular areas for young people to start businesses. Lai Youwei, Dean of the Meituan Research Institute, revealed that the paid self-study room ranks first, and the growth rate is very fast. The transaction volume in 2019 was 22.6 times the transaction volume in 2018.
The strong attraction to young people has enabled these new formats to nurture a large number of professional practitioners.
After 2015, online dispatchers, Internet marketers, seniors’ ability assessors, and online learning service providers have been included in the industry in the National Vocational Dictionary. Potential occupations that have not yet been included but have a certain scale include digital operator, Internet online education trainer, secret room designer, receptionist, etc.
Young people attracted by new formats are injecting more vitality into the industry.
Mr. X’s room designer Zhang Han introduced in the sharing that real-life entertainment has gone through three iterations, from a theme scene to integrating elements of games, dramas, movies and other scenes. The operators continue to innovate to meet the diverse preferences of young people, and the admiration of young people also makes this immersive game more manifestation.
In addition, the Meituan Research Institute has discovered that some newly-launched, small-scale businesses have shown potential for career development, such as community group buying leaders, copyright buyers, VR therapists, and calorie planners.
Income is as important as love
The new occupations are mainly young people under the age of 35, accounting for nearly 70%. A survey by the Meituan Research Institute shows that love, income, and freedom of time are the three keywords with the highest degree of overlap among new career practitioners. Among them, 53.9% of practitioners in new occupations choose new occupations because of their high income; 50.4% choose new occupations because of their passion.
The bursting potential of new formats comes from not only satisfying the value pursuit of young people, but also avoiding the brainwashing culture that is solidified by the workplace class for love.
“Everyone is able to pursue a new profession that you love, and you don’t need money. This is a change in career outlook and a change in China’s employment culture.” Han Shuang, a Hanfu stylist with ten steps of Hanfu, said.
Compared with the traditional service industry, the income of the new format has certain market competitiveness. 56.9% of the practitioners have a monthly income of more than 6,000 yuan; 36.1% have a monthly income of more than 90 million yuan; 21.2% have a monthly income of more than 12,000 yuan, and nearly 6% of practitioners have a monthly income of more than 25,000 yuan.
The virtuous circle of professional abilities, hobbies and income, coupled with the national occupational recognition, the practitioners have a strong sense of self-worth. 48.5% of new career practitioners are willing to recommend new career positions to others, 90% of new careers Practitioners get the support of their families.
Of course, social recognition means more potential career development prospects.
“After being included, there will be policy recognition for this profession at the national level, and follow-up policies will follow.” The dean of the Meituan Research Institute Lai Youwei told Huxi that the official certification has two aspects:< /p>
On the one hand, in terms of education and training, new occupations may be assisted by the state in setting up majors in vocational colleges and other related educational resources; on the other hand, if the usual practitioners want to improve their skills, the training costs are usually set by the platform and merchants or Take it for yourself, and after being included in the professional ceremony, the state will have supporting financial support.
Training and achieving new employees
For the service industry with a low degree of digitalization, training is not only a necessary means to improve operational efficiency and achieve service standardization at this stage, but also a demand for future talent reserves.
On October 15, Meituan University announced four work directions and corresponding goals for the next year: improving vocational skills, promoting the integration of industry and education, assisting industry development and expanding social employment.
From January to September 2020, Meituan University has developed more than 2,000 training courses for digital operators. The number of training courses reached 12 million, and the number of course views reached 140 million.
Meituan University’s lecturers come from two channels, one is a vocational college, and the other is the director of Meituan’s business. According to Lai Youwei, Meituan lecturers with rich experience in actual combat are particularly welcome. Up to now, 16.98 million people have participated in the online vocational training courses of Meituan University.
According to the total learning time of more than 16 million people and more than 30 million hours, each person has an average of 2 hours of class. “Although there are many people who have studied above, I think it is still in the early stage.” Chen Rongkai said that currently the online courses launched by Meituan University are mainly 20-minute and 15-minute short video lessons, and the content is mostly practical. Skills, such as: industry reshuffle, how do I open new stores, etc.
“Strictly speaking, I think there is still a gap with the school’s strict education and systematic curriculum.” He believes that to a large extent takeaway is only the first job for these practitioners in the city, and they will switch to Other types of service industry. Taking riders as an example, a survey and analysis by Meituan University found that more than 40% of riders want to open a restaurant in the future, more than a dozen riders want to open a small grocery store, and generally want to start a small business. In other words, the practitioners trained now are likely to be future merchant operators, and systematic training is imperative.
It is worth noting that when combing new careers, Meituan University found a big category-digital operations.
As digitalization evolves, anyAny business operations that can be operated online require digital operations to improve efficiency, and professional digital operators have become a rigid demand.
At present, more than 90% of Meituan University’s courses are free, and a few courses are charged. Regarding the profitability of Meituan University, Chen Rongkai said, “The industry can develop, and the platform can benefit.” Meituan University does not make specific money. When more hotels use digital operations, the more people use Meituan to do business.