[Market Views] The takeaway system needs to say goodbye to "hard money"

　　According to media reports, as of the end of 2020, the overall order volume of food delivery nationwide will reach 17.12 billion, an increase of 7.5% year-on-year, and the transaction scale of the national food delivery market will reach 835.2 billion yuan, an increase of 14.8% year-on-year.

The number of take-out users in my country is close to 500 million. Post-80s and post-90s are the backbone of catering take-out service consumption. The take-out meals they order are not limited to three meals a day, but also include afternoon tea and supper.

　　The expansion of the market size has resulted in a substantial increase in the number of related companies.

This year, more than 670,000 new takeaway-related companies have been added in my country, and the consumer penetration rate of catering takeaways in first-, second- and third-tier cities has exceeded 96%. Online delivery personnel were also officially included in the national occupational classification list in February last year. In 2019, it exceeded 7 million people.

In terms of the scale of catering companies, the professional version of Tianyancha data shows that there are 12.38 million catering companies in my country, 96% of which are individual industrial and commercial households.

　　On one side are small and medium-sized catering companies and even self-employed individuals, on the other side are consumer groups scattered throughout the city, and they are connected by "hardworking" takeaways.

How does this system work?

When a food delivery person is dispatched by the system, he rushes back and forth for more than half an hour or even longer to deliver a cup of milk tea from a small business to the consumer, and when the consumer interface is full of various reductions, this order business Who is making money? Takeaways, merchants, platforms, consumers?

It seems that everyone has made a little bit, but all have made so hard.

The market of 17.12 billion orders and 835.2 billion yuan is composed of such a single "hard money".

Behind the huge market, marketing costs are one of the largest expenditure items of this system.

　　In fact, with the increase in manpower and catering costs, as well as the standardized use of common take-out delivery vehicles such as motorcycles and electric bicycles in various regions, the profit margins available for expansion in the take-out system have become increasingly limited. In other words, calculate a few yuan in delivery fees , How to make the "rider trapped in the system" run more stores in the shortest time will not change the status quo of this system.

What the current food delivery system really needs is how to restructure and make the system more efficient.

After all, the food delivery platform has already mastered enough data, from consumer preferences, location distribution to catering, these data will help improve the entire system.

　　Even food delivery has more than one platform and one system. Consumers, merchants, and online hires cannot have only one or two choices.

This depends on stimulating market competition and promoting platform innovation and transformation.

In fact, before the rise of Internet food delivery platforms, many companies had their own food delivery systems, including some well-known restaurant chains and some large supermarket chains. These systems still exist even today.

For these companies, they need to re-awaken their web pages, applets and apps.

You must know that a better and more efficient operation system and a distribution system in your hands are the advantages of these companies in the food delivery era.

　　That is to say, no matter what kind of takeaway platform, no matter what kind of delivery system, its ultimate goal should be to enable merchants, consumers, online hires, and the platform to achieve a win-win situation without excessive involution. , To promote the active economic development and increase the overall income of industry participants, including individual businesses and food delivery staff.

You know, with the changes in the external environment, it is really boring and meaningless to think about the "hard money" that is made from all parties.

Zhao Ang

Zhao Ang