Small town takeaway slogan

"I know which duck blood fans are the best and which are unsanitary." In a small town in Yangzhou, Jiangsu, A Niu is the most familiar person to local enterprises. In recent years, he has been doing "A Niu Takeaway", and he runs all the stores in Dayi Town.

"A Niu Takeaway" is the most commonly used take-away platform for local people in small towns. Here, you can hardly see American delegations wearing yellow or blue jackets and hungry riders. They only eat in residential areas with "A Niu Takeaway".

Takeaway is just one of A Niu's many businesses. He is also engaged in matching store leasing, house buying and selling and recruitment, which is almost the "local life service" that Meituan and Ali are currently competing for.

Compared with yellow and blue apps, A Niu's selling point meal page is simple, but it covers more than 30 enterprises in the town. At the same time, there are only five stores in the town, and even fewer if they are hungry, which is1-this is just a unified requirement for chain brands.

In fact, the urban area 20 kilometers away from Dayi Town has already been won by Meituan and Hungry, and the whole take-away market in Yangzhou is almost divided by these two platforms. Takeaway giants have captured countless cities. Why can A Niu still hold the take-away market in small towns?

Dayi Town covers an area of just over 65,438,000 square kilometers, with a permanent population of 52,000. In such an acquaintance society, A Niu has a deep relationship with businessmen. This relationship has become an obstacle to A Niu's business, so it is difficult for Meituan and Hungry to incite this market.

Three years ago, before the platform turned its attention to the town, A Niu started running errands in the town. At first, he did this for propaganda purposes: A Niu's parents wholesale tobacco and alcohol and run errands to help people bring things, which can bring more customers to their stores.

At first, he set up a WeChat group to help others deliver fruits. Later, someone asked him if he could deliver food. As time goes on, there are more and more kinds of take-away food. In the acquaintance society, the effect of word-of-mouth and network communication is far stronger than other propaganda means.

With more and more people in the group, A Niu began to have the idea of making a platform. He said: "At that time, I thought there were 500 people in the group, so I wanted to be a platform." Some time later, when the number of WeChat group just exceeded 250, A Niu started his own take-away business.

A Niu's "platform" is an official WeChat account that aggregates merchant services. Soon, he transferred his business from WeChat group to WeChat official account. At first, only a few businesses were willing to settle in.

Take-out is not just the need of town life-residents live a simple and leisurely life, and the farthest distance to eat out is only 10 minute. Therefore, A Niu's push work is not simple, and it needs to run businesses one by one.

Since last summer, there have been more and more shops in the town, and more and more people have ordered takeout. The reputation of "A Niu Takeaway" was gradually established, and even people in neighboring towns found A Niu to deliver things, so A Niu also hired two delivery personnel. According to him, summer vacation is the peak period. At the busiest time, there are 40 to 50 orders a day, and the delivery staff can earn 200 yuan a day.

As early as 20 17, Meituan and Hungry occupied 90% of the online takeaway market. In the past few years, Meituan has been hungry and accelerating competition. When they tried to cover the remaining 65,438+00% market, they didn't ignore the town.

According to local merchants, in the past two years, Meituan and hungry staff have come to promote it.

The owner of a tea shop told Interface News that in 20 18, when her shop just opened, the staff of the US delegation came to talk about cooperation, but she didn't settle in. The reason is that Meituan and Hungry didn't recruit a takeaway in town. Businessmen must deliver their own goods, and many shops are run by one or two people. "I'm too busy to deliver my own food." The owner said.

Hungry? Promoters have also done a new activity in the town: users can get a bag of eggs for a penny after registering on the platform and placing an order. Although this strategy is very consistent with the characteristics of "sinking", it has no effect. A Niu said, "If you are hungry, there is only one fast food restaurant in the world. Even if you register, what else can you buy on the platform? "

For these businesses, the size of the small town takeaway market is limited. Since A Niu platform has a stable turnover, it is not necessary to enter other platforms. More importantly, according to A Niu, compared with big companies such as Meituan Hungry, he gave a higher share to merchants and distributors.

The delivery fee for each order of "A Niu Takeaway" is 4 yuan, and the platform and part-time delivery staff get 2 yuan respectively, and the commission paid by the merchants is 10% of the order price. Comparatively speaking, the average commission rate of Meituan and Hungry now exceeds 20%. The commission includes the delivery personnel's expenses, but it also exceeds the pricing in A Niu.

Despite the rapid expansion of the number of merchants and orders, the take-away business in A Niu has not yet made any money. If you refer to the development path of Meituan and Hungry, this is not surprising.

Now, in addition to providing delivery services, A Niu also provides marketing services for businesses. If merchants want to display more content on the ordering page, they need to pay 500 pounds for advertising. However, the competition in the small town market is not fierce, consumers are frequent customers, and businesses do not have much incentive to advertise.

For A Niu, what he really values is to rely on the traffic accumulated by the platform to realize it and build it into a local life service circle.

In addition to the take-away platform, he also developed a small program called "A Niu Palm Circle", where users can post information such as recruitment and renting after logging in. At present, the platform is free for users, but the number of views of each message is still less than 65,438+0,000. A Niu said: "When the number of views exceeds 65,438+0,000, I will consider charging."

Now, A Niu is active in four WeChat groups every day, and people often ask him about store leasing, house buying and selling and recruitment. When the competition for local living services was fierce, A Niu created a small-town version of Mei Tuan. Hungry? In the future, it may become a small town version of "58 City".

In fact, there are not a few take-away entrepreneurs in small towns like A Niu. Interface news learned that in Luannan County, Tangshan, Hebei Province, local entrepreneurs provided "online take-out ordering system" for catering businesses, saying that they would "break the binding rules of third-party take-out platforms". In Shenzhen, there are also companies specializing in the construction and operation of local life service technology platforms, mainly serving third-and fourth-tier counties and towns.

In the foreseeable future, these small-town entrepreneurs will not pose too much threat to the old take-away market. Because they will soon find that if they want to expand the market to a larger scope, the difficulty will increase exponentially-takeaway is a low-profit business, and it can only be profitable if it reaches a certain scale, which means more technical investment and market investment, and higher requirements for management and operation.

However, when the big platform such as Meituan is hungry continues to penetrate into the sinking market, the existence of the small town platform will also become a competitor they have to face up to.