Bear away as take-out O2O chain of typical cases of food and beverage brands in the Internet market, after last year's growth of exploration achieved milestones: a year to grow to explore in July, turnover of 200,000; bear take-out orders are rising, ordering far more users than expected, take-out O2O chain restaurant brand become wide.
Times changes lead to changes in life and production, the decline of many traditional restaurants, is not out of the original business management, communication and promotion, jump out of the original mindset and thinking. For most food and beverage companies, creation of new Subversion-style business model goodly, to clarify their business models, learning the latest catering business model in order to win the competition in the future. Which bear out the take-out O2O restaurants bring to the restaurant industry ... 24th Salon catering O2O Road site, bear out Jing feng, founder-depth the way to win market acceptance. Little bear out what places to learn from, let us together into context.
Three subtraction: traditional catering tangle
2014 years takeaway battle, for takeout O2O businesses, because their orders came from the Internet, this is a change from tradesmen to merchants. Eat as long as the façade of the traditional dishes done well, there will be a natural flow. Bear take-out take-out O2O means must be more innovative skills in sales, which is the traditional food and beverage not faced in the past.
Traditional dining because cash flow is stable, and the competition is less intense, have the skills to cook very well, restaurants may be a better deal. In the future, after the impact of the information revolution, if a lot of things to keep pace with the times, still conservative, the restaurant will be faced with a great crisis. Because the market there is no special variables, but takeout will gradually erode the market share. Traditional restaurants of "three-high" the information becoming more and more important for enterprises. Because the moment the traditional restaurant, did not know where his client. If their store is turned off, these guests will not come back. Bear sold as a take-away O2O enterprises, regardless of where the stores, customers from the Internet. Consumer demand and ordering records, restaurant spending data, as long as they can see restaurants can order online consumption, restaurant anywhere, anytime with the user's connection.
Bear away team in Shanghai in the first time, partners have to do traditional restaurant chain, Jing Feng himself is doing on the Internet. Before they do bear out, have been directly involved in selling O2O project, so they are more experienced. Of course, this also has a lot of blood in the middle of the lesson. While subtraction allows enterprises to slim, to more focus on takeout O2O restaurant chain road, steadily.
First subtraction is obviously has a lot of trick, but can only use one.
When do bear out is actually the most difficult thought conversions, all they have to do is subtract, to cite an example: do stores need to reduce first dishes, their partners themselves is a chain restaurant, they have so many specialty, but finally cut down leaving only the five best dishes. Only five reasons is because outside selling area if too many tricks, and their dishes are quickly on the other, users often dizzying, do not know what you change selection. From the beginning, so they highlight personality, and standardization.
Second subtraction is giving up think loyalty is low student market.
2014 years sell the platform wars are all directed at the student market, and 2015 everyone would prefer white collar markets. Bear away the choice from the outset white collar market and give up on the student market. For these reasons, Jing Feng said market price is relatively low and it is difficult to generate loyalty.
Third subtraction is giving up eat, specializes in take-out markets. Chinese version of BuzzFeed micro headlines how
Bear selling team in the shop when wondering whether to give up fame, and it is also the most difficult. Because partners is opening a chain of restaurants, open eat outlets must be in business. Gave up after you eat, means that all sales must come from the take-out, come from the Internet. This is very risky, especially at that time, we cannot determine whether the takeout propping up bear out the brand as a whole. Fortunately, we all diversified cooperation in this process, thinking the collision and fusion of the Cubs away towards a more healthy development.
Three major advantages: take-out O2O restaurant chain development
Takeout O2O restaurant chain is the standard product into a non-standard products, the real test is the ability of sales, marketing wars in the future will be wonderful. Marketing capability in selling catering business to be very prominent, which not only includes online and offline marketing and cooperation with various takeaway platform marketing. Some clients in restaurants is selling platforms are also unable to do so, such as flyers users, a one-time consumption very high amount of user, subscription, single user, these three types of users. For delivery platform they do this when the market is advertising, it is difficult to have a direct benefit. Take-out companies, it belongs to sales charges must be calculated return on investment. That was seen last year, but failed to do so, needed to achieve in the next year or two of market share, this is bear take-out and delivery platform, distribution companies, traditional food and beverage companies to compete. War to the last real competition is marketing ability.
2014 bear away when it was first set up, Jing feng, and this pure success selling mode cannot be determined. Because last year did not determine, order takeout from the consumer by telephone through takeout order platform transformation and upgrade orders can at what level. However, this year we all felt, through subsidized education last year and this year, all kinds of expensive wars and take-out market potential has been shown. These delivery platforms are now the main goal is to grow in the how to build a better system of our own, and bear away you can grow with these delivery platform. Bear out in 2015, also strengthened cooperation and various takeaway platform, in cooperation with various delivery platform in the process, find their user base and user habits have developed. Each platform has its own stable customer base, on a subsidy basis, they also began to have its own property, this is take-out O2O industry continues to mature.
Many investment companies are very optimistic about bear out the take-out O2O mode of chain restaurants, because stores are light weight, high efficiency, information technology skills, they will speed up the pace of expansion.
Bear sold O2O chain expansion of three major advantages:
First, the store light. Traditional restaurants to open a store in Shanghai often takes at least two hundred thousand or three hundred thousand inputs. Bear take-away food is very flexible, decoration and equipment only twenty thousand or thirty thousand Yuan. Microwave oven, induction cooker, freezer these devices also copy when it was light.
Second, the speed is fast. Bear out production is standardized, they were introduced into the model of Western-style fast food Chinese food, but their production is different from traditional Chinese food production. As we all know, Chinese production of highly complex and not all Chinese are also suitable for takeout. Bear out some of the products are carefully selected to be standardized Chinese takeaways, link after the completion of standardization of production, basically the sauce packets and raw mode. 80% per cent of the operations are completed in central kitchens, 20% the following processing, heating process configuration process completed by the bear takeout store. Such efficiency is very high and you do not want the chef.
Third, the copy is strong. Jing Feng himself was born from the Internet, so his data for food and beverage operations and information technology development will pay special attention to. Bear away from the shop on the establishment of a set of information management systems, has stores at the same time management skills. Although take-out platform API is not fully open, but bear out ready to dock with them at any time. In data research and prepared on the basis of copies expansion capacity will be further enhanced. Jing feng, said light, fast, strong replication is that they now have the advantage, Jing feng was also ready for future development.
Conclusion: catering O2O is a process of evolution, from the bottom, takeout O2O is a first in the evolutionary process. Selling outside the now bear is more like an Internet company with a catering operations, take-out O2O is a brand new format through the Internet payment system, user management and other aspects have been resolved. As a take-out O2O chain restaurant brand, bear out their POS, cashiers, inventory management and CRM systems, or go with take-out O2O development trends and various takeaway information system efficient and docking platform, distribution platforms. Of course, if the catering business is the Internet business of the future, that's real food O2O era.
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