Every time the giants flap their wings, it is a storm in the industry. Now, the tiktok is starting to take out. Is this opportunity or anxiety for the catering industry?
In July 15th, the "tiktok" began to be measured in low key, perhaps the "bitter takeaway" in the catering industry. The appearance of "takeaway" made the whole dining circle "heartbeat".
For a time, around the various analysis of "heart takeout", the most frequent keywords were "subversion", "changing the pattern", "grabbing jobs" and "takeout Three Kingdoms kill".
Tiktok is a takeaway. Is there any drama? How does "heart takeout" work? What problems can be solved in the field of catering takeout? Can it bring practical benefits to catering businesses?
01 "heart takeout" creates innovative ways to play, and catering businesses welcome traffic dividends?
In fact, the pattern of catering takeout is very stable now. Meituan and hungry have established quite solid commercial barriers. They are not short of war ammunition or technology. In such a hard market, why does "heart takeout" cut in? Why attract catering businesses to settle in?
First of all, commission free is "yyds" (eternal God).
Tiktok launched group purchase function before, without commission, no threshold for opening, attracting many catering businesses concerned. Not surprisingly, "heart takeout" will also take "commission free" and "low commission" as a big killer to attract merchants. At that time, catering businesses suffering from high commissions will never give up this rare bonus window period.
Tiktok group purchase restaurant business has already seen this tendency. Take the tiktok and the cloud sea cuisine as an example, the two businesses in the "voice group purchase" products are superior to other platforms in terms of the price of packages, the type of coupon and the face value of coupons.
Tiktok: new hot fish, hot pot, vibrato / group purchase
Secondly, do "know your takeout platform best".
The algorithm based on "interest" makes the platform better understand what users like, which is the biggest difference between "heart takeout" and traditional takeout at the technical level.
Unlike the "tiktok", which is based on the "purchase records, collection, browsing records", the push to the merchant information and coupons is different from the one. The algorithm recommended by the trembling algorithm will also push information according to the content, interaction and viewing duration, and more accurately and match better. Just like "sell outside the heart", slogan says "take away your food and sell your food".
Tiktok: group purchase of cloud sea
Third, unlike most existing takeaway platforms, the "page logic" is different from the existing ones. The details page of the tiktok is in the form of video, which has the dynamic display advantage that the traditional e-commerce details page does not have.
Through the short video, consumers can not only see the products in the store, but also see the store decoration, service, and even the boss or clerk with personality charm. Tiktok tiktok, for example, is a small brother from Beijing, who started selling fire last year. The number of fans was 255W, which was more than that of Starbucks official 73.9W (73.9W).
Businesses with "online popularity" let consumers see a "flesh and blood" brand image, which is easy to generate emotional links, which is conducive to the creation of brand IP. At the same time, it will also open the gap with the pure takeout brand in image and perception, which is better than the hall food.
Fourth, the group purchase of the "content +" includes the "integrated group marketing + takeaway + exploration + live" integrated marketing ecosystem, which will make the tiktok merchants more diversified and more efficient, or will increase the conversion rate and reduce the cost of acquiring customers.
Meanwhile, the tiktok also matched the "flow subsidy and content creation linkage mechanism", encouraging businesses to create content independently and win the subsidy of platform traffic.
In June, the "tiktok won the traffic" activity was launched. The account number with fans below ten thousand is only uploaded with the relevant topic and the location video of the business. The user can earn 2000 to 10000 exposure.
02 scene mismatch, lack of evaluation system, etc. "heart takeout" is full of challenges
On the whole, for the takeout platform with serious internal volume, the advantages of "heart takeout" lie in "no commission / low commission", relatively low customer acquisition cost and efficient marketing tools.
Therefore, in the vibrato of "algorithm, content and entertainment", some creative small, medium sized catering businesses with creative content, making content and personality can build IP through low quality tiktok and get the opportunity to "overtake" in the curve.
However, tiktok has brought new opportunities for catering businesses, but considering the nature of the social media of the jitter, its development still faces a series of challenges, which is also a must for catering businesses before entering the board.
Scene mismatch, "timeliness" or "lifegate"
Takeout is a high-frequency consumption business with relatively stable scenes. The main scenes for consumers to order takeout are basically "breakfast, lunch, afternoon tea, dinner and midnight snack", and the most important thing is the speed and efficiency of real-time distribution on the platform and the categories selected by catering merchants.
Therefore, under such a trend, "heart takeout" is likely to face the dilemma of "Scene mismatch". The reason tiktok is the essence of "grass platform" is difficult to change in a short time, and takeaway scenario is not completely matched with the demand of tiktok short video users.
On the jute, users are "tiktok" and "high praise" are mostly "timeliness" is not strong, and has "net red properties" restaurant, the price per passenger is generally high, and the takeaway demand does not match. Therefore, for the majority of fast-food businesses, "heart takeout" may not be a good choice.
In addition, according to relevant data, the time for users to order takeout is decreasing year by year. In 2021, users have been ordering takeout in meituan for less than one minute. With the gradual shortening of the average ordering time of takeout, the "heart takeout" grafted on the social basis is facing embarrassment.
Our brain tiktok a picture: near noon, when people are turning on the shaking, they rush to take a takeaway, and suddenly they are attracted by one funny piece of video after another. Time flies. After a fierce brush, lunch becomes tea time. The leader will also work behind the Diss to fish.
Although this is only a scenario of brain repair, it is important to ignore that the genes of "tiktok" entertainment and social interaction are congenital and powerful interference to takeaway, and most people can not resist this "attention hole".
In the mismatch scenario, how far can the heart takeout go? You still need to make a question mark.
The lack of evaluation system affects the transformation of orders
Evaluation has become an important factor affecting users' orders. According to relevant data, 58.8% of consumers choose to rely on evaluation when ordering takeout.
Takeout depends on the high praise rate, while merchants' comments are accumulated by long-term and large orders. Tiktok does not have the ability to get mass comments in the short term. And because of the higher threshold of short video than picture reviews, the power of consumers' evaluation is far less than that of traditional takeaway platforms.
The absence of comments will directly affect the tiktok conversion and natural ranking of merchants. Therefore, there is a long way to go to build a takeaway evaluation system.
Insufficient infrastructure and unclear core competitiveness
Takeout is a war between systems. Compared with "heart takeout", meituan and hungry have established an ecosystem with "takeout" as the core. Meituan has formed a whole industry chain of "takeout + group purchase + payment + advertising + distribution + B2B (fast donkey) + SaaS"; Hungry, it also opened up the Amoy member system including "hungry, Alipay, word of mouth, high moral map", and realized the interoperability of membership systems under multiple scenarios.
Moreover, they have been deeply cultivated in the field of takeout for many years. The operation of the platform has been very mature, complete and powerful. Most takeout consumers have formed habits and even began to rely on them. From this point of view, to shake the tiktok to change this market structure, we must have enough charm to attract both businesses and consumers.
In addition, nearly 10 million takeout riders are also the core assets and source of competitiveness of meituan and hungry. If you don't master the transportation capacity, "heart takeout" can only be a new diversion platform at best, without the ability of bargaining or World War I. If tiktok chooses to do aggregate mode, the third party distribution team or the business can provide distribution services independently by businesses, which will inevitably increase the business cost of the merchants.
Tiktok is not enough for takeaway infrastructure, so the competition with the US and the hungry is not at one level. The takeaway two still occupy all the niche, let alone the mass data of the US and the hungry.
03 the takeout pattern is difficult to break, and the flow dilemma of catering needs to be improved
After analyzing the opportunities and challenges that heart takeout may bring to catering businesses, let's talk about the catering traffic dilemma reflected behind the hot discussion of "heart takeout".
According to Analysys data, by the end of 2020, the number of takeout users in China was close to 500 million, with a total order volume of 17.12 billion, a year-on-year increase of 7.5%; The transaction scale increased by 14.8% year-on-year, reaching 835.2 billion.
However, in front of the seemingly prosperous takeout channels with frequent dividends, catering businesses and even platforms are shrouded in great anxiety.
First of all, for small and medium-sized businesses, takeout is becoming more and more chicken ribs due to high commissions, high customer acquisition costs and vicious competition at low prices.
Let's start with the Commission part. According to public data, the average commission proportion of businesses on the takeout platform will be as high as 20% in 2020. The takeout Commission has become the "fourth mountain" on the backs of catering businesses after the cost of "rent + labor + ingredients". The high commission forces more and more businesses to start a new business and try to establish a "self distribution" business based on private domain.
Secondly, bad money drives out good money, and small and medium-sized merchants are in a difficult situation. The takeout market in the middle and low price belt is highly competitive. The pure takeout brand continues to occupy the market space by virtue of cost advantage and low price strategy, resulting in the extrusion of the takeout living space of many small and medium-sized businesses and difficult operation. At the same time, due to fierce competition and profit considerations, fried food has been replaced by a large number of low-cost cooking bags, and takeout food hygiene and safety problems have also occurred frequently.
Finally, the platform is gradually "tmall", and the traffic cost is high. With the current takeout market gradually in a state of saturated competition, the traffic cost of major platforms is higher and higher, and it is more and more difficult to obtain traffic, while catering businesses are more and more dependent on getting customers, and the cost is also bullish all the way. At the same time, in consideration of profitability, some platforms continue to subsidize and flow to high customer unit price and Ka businesses, resulting in rising marketing costs and gradual marginalization of small businesses.
Under such anxiety, the entry of "heart takeout" naturally makes a number of catering businesses "surprised and happy". Some catering bosses even began to look forward to picking up leaks and collecting some wool from the platform under the "Three Kingdoms kill".
Unfortunately, the general pattern of the takeout market is difficult to break from the outside, and the takeout situation of small and medium-sized businesses will not be substantially improved in the short term.
The essence of catering is traffic. The dilemma of catering businesses in takeout is also a traffic dilemma in essence.
As we all know, the traffic order of stores is: offline > online, to store (80%) > Home (20%). As catering is a business based on geographical location, offline natural flow is easy to encounter the ceiling. In addition, with a single drainage mode, online has become a drainage channel that businesses rely on.
However, tiktok traffic has become more and more serious in recent years. New channels such as friends' advertising, brush payment, private sector distribution, chattering and explosion shop code, master shop, and takeaway are emerging. Internet giants have been offering "disruptive" mode every time, and the confusion to restaurants is always more than that of dividends.
In the face of chaotic and complex channels, catering businesses are facing the dilemma of "lack of people, money and energy". "Who to choose, what to choose, how much to spend, and which channel has a good effect" have become thorny problems, especially for single stores and mom and pop stores with a generally low degree of digitization, pushing small brothers to block the door and selling, "can't understand, can't learn, and afraid of falling behind" is a true portrayal of the inner anxiety of small bosses.
Traffic channels are fragmented, and catering businesses are under great operating pressure. How to break the situation?
The author believes that for operators, no matter how the external channels change, there are two aspects that should always be in their own hands.
The first is to grasp the data. In the future, the "fragmentation" of channels and the "digitization" of operations are almost irreversible, which will bring a great test to every manager, that is, every boss is required to quickly change from the traditional cognition of "product first" to the operation idea of "digital middle stage".
Secondly, hold the user in hand through the private domain. No matter how complex the channel is, its value ranking will always be: stored value members > ordinary members > natural flow > group purchase (to the store) > takeout (home). Only by holding users in their own hands will they not be subject to various channels with increasing costs and more complex operations.
Up to now, Haidilao has more than 30 million members and nearly 300 million takeout revenue; Naixue's tea has 35 million members, and the member operation team alone has more than 200 people; Ruixing has more than 1.8 million private domain users and brings 35000 cup orders every day.
It can be seen that almost all large chain brands are increasing the construction of members and their private domains. In the future, the construction of private domains will become a powerful tool for brands to fight against the epidemic and break through the traffic dilemma.