It's the first time to order takeout on the US Mission. What should the delivery man do when he arrives? Do you need to show him the order or something? Or what?

According to a report of iResearch, the punctuality of food delivery, the attitude of food delivery personnel and the speed of food delivery have become the indicators second only to the convenience of payment when evaluating user satisfaction. These requirements of users for platforms are gradually becoming one of the yardsticks for adjusting strategies of various platforms. As the tentacles of deep users, the strategic competition and cost control between take-away platforms are displayed on the eight-hour delivery road of food delivery staff in a more direct and even cruel way. "Traffic violation rate 100%," Chen Shan said. "In order to catch up with the times, we have to go backwards." . Black-hearted workshops are frequently exposed, and business models are repeatedly questioned. In fact, the take-away platform and food delivery staff are retrograde in the 20 16 commercial competition. Are you hungry with a red scarf? Master Jiang and the American takeaway Xiao Li met in the street. He found that the kangaroo head that Xiao Li had been wearing for several days was missing: "It's so ugly, I won't wear the fine. Who loves to wear it. " Kangaroo Head is a new marketing method launched by Meituan Takeaway to satisfy "Hungry". In social networks, a row of photos of takeout workers wearing kangaroo heads have received a lot of click-through rates. A week ago, I was hungry. In order to cater to the new advertising words, I put on red scarves for all riders. Before the delivery staff of the US Mission could laugh at Master Jiang, his kangaroo head was sent down, which was very symbolic. The person who specializes in dressing told Xiao Li. The accessory war is part of the takeaway platform war. 2065438+In September 2005, when Chen Shan applied for take-out, Baidu take-out just announced the completion of financing of 250 million US dollars. Hungry? Announced the completion of $630 million financing. Chen Shan caught up with a well-known battle in China's Internet industry: the money-burning subsidy war of the take-away platform. Chen Shan is a member of the takeaway platform. According to the calculation of a logistics distribution platform, if the take-away platform wants to recruit a distributor like Chen Shan, it will probably need to pay 1500 yuan, excluding salary. This means that the take-away platform will burn at least 2.2 billion yuan in recruiting distributors. The impact of continuing to burn money is reflected in Chen Shan's working hours. The task of 500 orders per month is not high. I go to work at 10 in the morning and get off work at 6: 00 in the evening. The 8-hour working system is easy, and the takeaway can get more than 4,000 monthly salary. For many young people from rural areas who have nothing like him, the eight-hour working system and the income of four or five thousand yuan are still quite ideal. Some distributors who asked not to be named revealed that there were even distributors who were "eating empty" during that time. The change took place at the end of last year. On 20 15 12, Chen Shan found that the order on her mobile phone was maxed out. A month passed, and Chen Shan's order number became 750. Hungry people who deliver food in the same area with him, the delivery staff of Meituan take-out platform are also more and more on the road. Li Jian from the US Mission remembers the changes at that time. He clearly remembers seeing a piece of news when delivering food: 20 15, 17 February 7, hungry, getting Ali 125 billion USD financing. On the fifth day, Xinmeida, which was merged by Meituan and Dianping, completed $2.8 billion in financing. 2.8 billion dollars, this unimaginable number frightened Li Jian. Later, Li Jian found that his scheduling mechanism had changed. "The platform has gradually changed from grabbing orders in the past to sending orders, just to prevent takeout from being empty." Li Jian once ate a meal and saw his hungry brother pointing to the lunch box on the electric car, with a sad face. "You see, my meals are all sharp and I can't finish them in two hours." This seems a bit cruel to Li Jian. However, emotion can never be included in the cost calculation. At the end of 20 15, some media calculated according to Baidu's take-out financing plan. According to the average monthly salary of distributors in first-tier cities of 5,000 yuan, distributors can deliver at least 20 orders every day, and distribution stations can break even. Behind the surge in orders and restraint measures is the arrival of a new era of competition in the takeaway industry. Highland project is hungry. Jiang Peng has always been a legend in the publishing industry. The restaurant he is responsible for distribution is a brand merchant, that is, a big brand store. These relatively high-priced businesses are the key to maintaining the upper limit of the tonality of the takeaway platform. The products of brand stores are more likely to be well received, and Jiang Peng has almost become one of the only two five-star riders in the local area. But Jiang Peng's abacus was beaten by the plan of being hungry. Since March, the "Highland Plan" has been implemented internally. The so-called highland plan is to reduce the orders of big brand stores and increase the orders of small restaurants. "Small restaurants with average quality, the more orders, the more the company earns; But we are just the opposite: the more we pay, the more the company loses, "Jiang Peng said. Starbucks, Ding Taifeng and other brand stores will not give any discount if they send 1000 orders. The full reduction policy of all brand pavilions, plus freight, is almost borne by the company. The policy adjustment comes from the crazy burning of money on 20 15 platforms. According to insiders, in September last year, Meituan burned as much as 200 million yuan a month, and at least 654.38 billion people were hungry. In particular, the "one-yuan afternoon tea" launched last summer vacation was entirely because the company paid for itself in order to seize customers. The profitability of the takeaway platform is not as good as expected. The take-away industry in the United States began to burn money from 200 1. So far, countless companies have died, but there are still no profitable giants that investors expect. The American media "California Review" explained that passengers are used to paying $30 for a taxi in the city, but no one will pay Uber $30 for a sandwich. A domestic enterprise that provides logistics services for a take-away platform estimates that 80% of the average cost of each order and take-away platform is distribution expenses. Therefore, the high delivery fee forces the take-away company to creatively solve the income problem. At the beginning of 20 16, all platforms were used up. Hungry Highland Project is one of the attempts to explore profits. However, the fact is that the sharp reduction in the orders of brand pavilions directly led to a sharp drop in the wages of riders. All the riders who came in at the same time around Master Jiang left their jobs, and finally he was left alone. Jiang Peng, whose orders dropped sharply, fell into the interview session and missed the opportunity to become a five-star rider. However, Jiang Peng later believed that the highland project was also "involuntary" by the company. He said, "The company has been raising funds last year, and more and more. To tell the truth, it is still to make money. I often think myself that there is no way to introduce this policy. " According to insiders, after a short attempt, I was hungry and thought that the market of the brand pavilion would still be occupied, and the highland plan ended without results. Soon, the planner left hungry. One hundred ways to get good reviews: "Take-away food is delivered to your eyes, it's hard to deliver delicious food, but don't praise it if the service is satisfactory. Give me a five-star first." A setback did not detract from Jiang Peng's aura. In fact, in the field of distribution, Jiang Peng has always been a master of secrets: those cute short messages and jingles on social networks that are used as jokes by distributors are quite originated from Jiang Peng. Jiang Peng, 42, is the oldest rider in the East Third Ring Road. Compared with youthful spirit, Jiang Peng's disadvantage is obvious. But Jiang Peng unexpectedly came up with a new skill: on the platform of Hungry, a praise can get a one-yuan reward. Jiang Peng has become a pioneer in sending SMS praise to Shuangjing and Guo Mao. At first, there were many greetings, and later, warmer contents such as helping to bring domestic garbage were added. Until today, Jiang Peng's short messages have covered many contents, such as network buzzwords, jingles, greeting messages and so on. He even studied the sending time of short messages. "When the phone lock screen doesn't open, I can't read such a long message. It is better to put the core content in front, such as services that can help bring garbage. The time should be chosen after 4 o'clock. At that time, almost all white-collar workers had just finished their work. " Lao Jiang's copywriting and rules were copied by colleagues, and word of mouth spread all over the East Third Ring Road in Beijing. Behind this short message, it shows that Lao Jiang inadvertently started a new history of the take-away platform. No matter from the data or the public statements of the heads of major platforms, service has become the main theme of the second half of the campaign. Relying on push, subsidies and low-priced restaurants has proved to be infeasible. Making a fuss about service is the default key to the next stage of competition for takeaway platforms. Not long ago, hungry CEO Zhang mentioned the key link of service-logistics and distribution in an interview with the media. He believes that artificial intelligence and big data are mainly reflected in users, businesses and distribution, and the most difficult and future value lies in distribution. "In addition to fast delivery, the income of hungry distributors is also the highest in the industry." This sentence not only reflects the importance attached to the distribution link and the takeaway team, but also reveals that the platform is paying a high cost for the distribution link in some aspects. Paying high costs inevitably requires high returns. Since the beginning of this year, the "10, 6: 00" eight-hour work that Chen Shan once enjoyed has become history. "At noon 165438+ from 0: 30 pm to 2: 30 pm, he must be on the job and must be on the road from 5: 30 pm to 8: 30 pm." With the passage of time, there are more and more orders, but Chen Shan feels that his income growth is not high. "Because the reward and punishment policy began to appear, it is also very embarrassing to deduct money." Starting this summer, Chen Shan will pay special attention to his small lunch box. When picking up a meal at noon, even if there is only one box of lunch, he will take it off the electric car and carry it into the store. "Once you don't get photographed by the inspectors, 5 points will be deducted, and one point will be 25 yuan, so don't mention the lunch box. 75 yuan is gone. " In June 165438+ 10, tickets will be given to 350 yuan, Chen Shan. He probably forgot to mention it when he was in a hurry to cook at noon and was detained. Chen Shan never knew who took the photo. "It's all inspectors called QC on the platform. They are plainclothes. " A social news also seems to confirm the rationality of the platform regulations: in June, 1 1, a takeaway employee of Guizhou Meituan stole the lunch box on the electric car of Baidu takeaway employees. In order to avoid such trouble, Jiang Peng once climbed to the 66th floor of an office building with a lunch box at lunch time. Jiang Peng watched the video of his riders and recalled the story of bravely climbing the 66th floor. In that little video, the delivery man stamped his feet and wiped his tears in the Shanghai office building when he was hungry, and the elevator was crowded at lunch time. However, if they are hungry, the overtime rate should not exceed 2.5%, and performance pay will be deducted if they exceed it. As a "high-risk industry", the money destined to disappear will be made up by working overtime, which makes him have to deliver goods faster during peak hours. Once in a hurry, Chen Shan's electric car collided with a car. Fortunately, he was not injured, but he gave someone 200 yuan. "This money platform and the company are not responsible and can only admit that they are unlucky." Not long ago, a colleague in Chen Shan was knocked down by a car because he ran a red light and was in a hurry to deliver food, resulting in a broken leg. Fortunately, the company gave him accident insurance. "He was afraid of delaying making money, and he was discharged from the hospital after staying in the hospital for more than half a month. Continue to take orders. " Li Jian called deliveryman a "high-risk industry". "Rubbing with cars and pedestrians is the most common accident, but as long as you are not injured, pick up the electric car and continue to send it." After work, Jiang Peng got together with colleagues and talked about colleagues who had had car accidents. According to their statistics, in the past year, at least four food delivery staff were hit by motor vehicles while delivering food. "Killed on the spot," Jiang Peng added. "The violation rate is 100%," said a takeaway. "It must be retrograde." In fact, more and more news about traffic accidents of delivery staff began to appear in newspapers, and more and more complaints about violation of rules by delivery staff began to appear. In June this year, some media took stock of the four sins of take-away delivery staff, and traffic accidents, food safety, privacy leakage and personal injury were on the list. According to the data of the above-mentioned third-party logistics platform, the average working life of take-away delivery staff is only about 6 months. "Few people can grow up and have children," Chen Shan said. Jiang Peng is a special case. As an old driver among the delivery men, in order to accompany his daughter to study in Beijing, he enjoys the life of a delivery man with peace of mind and supports her daughter who is studying in college. But Jiang Peng still has a sense of crisis. He mentioned many times that in July, Baidu Takeaway announced its cooperation with SF, and SF will be responsible for the distribution of some Baidu Takeaway orders during the lunch peak hours. Today, the Baidu takeaway distribution business in Chaoyang District has all been delivered by SF Express. SF Express and ZJS, two traditional express delivery companies, both reported the news of entering the take-away distribution. This makes Jiang Peng vaguely anxious. Jiang Peng's confusion is actually the CEO's problem. In fact, it is difficult to have a proper solution to the logistics and transportation cost of take-away O2O platform so far. In the competition of take-away industry, logistics distribution is an indispensable bargaining chip, so self-built logistics distribution team has become the choice of many enterprises, but at present, it is an investment bottomless pit. "The delivery fee collected is not enough for the delivery staff." CEO Zhao Jianfeng admitted in an interview with other media, "Even if all the distribution fees for each 6 yuan were given to the delivery staff, they would not survive." According to the information disclosed in the aforementioned Baidu takeaway financing plan, Baidu takeaway national distribution stations lose at least 600,000 yuan every day, and only one delivery will lose more than 200 million yuan in the whole year. This may be the real reason why Baidu Takeaway tried to cooperate with SF. Jiang Peng, they don't know that they are the pressure source of the takeaway platform, and this pressure is passed on to them in a way of reducing costs. Under the constant anxiety and competition, the takeaway platform is looking for the possibility of subverting the manual food delivery business. Since 20 15, the concept of delivery robot has been mentioned by large e-commerce companies such as JD.COM. In the overseas take-away market, which was locked in the subsidy war earlier, companies can't wait to introduce robots. Takeaway companies in the United States, Germany and Britain have begun to try to provide robot services. Perhaps, only when the machine replaces the distributor can the distribution platform completely untie the pressure transmission knot with the distributor. Li Kaifu, Looking for China to create a guest's mentor, said that 50% of jobs in the future will be replaced by artificial intelligence. Jiang Peng: They may never be aware of the high-level capital struggle, but it is foreseeable that in the future, they will still participate in the history of technological and commercial changes in an unconscious way.