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What are the delivery methods of takeaway?

Abstract: Self-management is the most reliable logistics mode for take-away distribution, and there is no one. This self-operated distribution method has been proved to be very core competitive by e-commerce. These three inspection standards determine the life and death of self-operated delivery of takeaway. What are the delivery methods of takeaway?

Platform delivery

Regularization of distribution personnel gives users a high-quality image and the fastest distribution speed. The cost is slightly higher, and the delivery time and area are limited.

Platform express

Compared with express mail, it has low cost and wide range, but the delivery speed is slower than express mail.

Mixed delivery-express+express mail

When the delivery capacity is insufficient, the courier can help deliver the food.

Merchants deliver goods by themselves.

Self-distribution and external sales, small geographical restrictions, small time restrictions. The single quantity is low and scattered, resulting in high cost, slow delivery speed and low service.

Why should take-out O2O be delivered by itself?

Why does takeaway O2O need self-operated delivery? The author believes that self-management is the most reliable logistics method for take-away distribution, and there is no one. This self-operated distribution method has been proved to be very core competitive by e-commerce. Therefore, take-away O2O does not hesitate to invest in self-operated distribution, and it is necessary to control the delivery time, reduce costs and retain users. In the end, it actually solved the core problem of O2O-the last mile distribution.

Platform, users and security are vital.

The delivery of take-away O2O, especially self-operated delivery, has now become the preferred standard for users to order food with it. Then, which standards of the platform will become the core standards for testing take-away O2O?

The author believes that for self-operated delivery of take-away, the control of platform cost, the acquisition of user cost and the grasp of preference, and the safe monitoring cost constitute its core competitive advantages.

(A) platform cost control

A veteran in the field of takeaway commented on today's takeaway platform. Time, scope and manpower form the characteristics of take-away distribution itself. Take the lunch we usually order as an example. Delivery time is about 30-40 minutes. According to DCCI's "Survey on the Third-Party Online Takeaway Service of White-collar Workers in China in the First Half of 2065438+06", the average delivery time is about 40 minutes. In less than 30 minutes, Meituan's take-out and Baidu's take-out are almost the same, with the proportions of 43. 1 1% and 4 1.98% respectively, and the hunger rate is 32.84%. Delivery time is an important factor that directly affects the brand image of the takeaway platform. The author previously wrote in an article, "Takeaway food takes two hours to get home. Should we forgive them?" It has been pointed out that a major problem that hinders the development of take-away food is the time.

In addition, for the take-away platform, distribution coverage and labor cost are also related to its development efficiency. 20 15 years, hungry, self-built hummingbird take-out, Baidu take-out provides Baidu full-time knight, and Meituan take-out also builds its own logistics distribution. According to the author's rough calculation, the delivery staff of Meituan Takeaway in Beijing is close to 1 10,000, and Baidu Takeaway has more than 40,000 full-time knights in the country. Every knight holds a health certificate and a certificate of no crime, and also forms the only intelligent logistics dispatching system in the industry. 30 patents were applied, and the on-time delivery rate reached 98.78%, with an average delivery time of 32 minutes. Hungry? Hummingbird logistics mainly uses third-party logistics, and the number of distributors using this system is as high as 654.38+ 10,000. These huge logistics labor costs, especially the labor costs of self-employed, form an average delivery time of about 30 minutes, thus ensuring the delivery efficiency of takeaway.

The competition of the core advantages of the platform can be said to be the first-class contest of take-away O2O, but it exists in the basic competition of platform standardization. For the increasingly diverse user preferences, it is necessary to promote competitive advantage.

(b) User groups and preference control

For the take-away O2O platform, it has evolved from the early competition of basic platforms such as low price and quick delivery to the demand preference of user groups. The Research Report on the Consumption Habits of Third Party Takeaway Platform Users (hereinafter referred to as the Research Report) shows that the users of take-away platforms are mainly women, accounting for 5 1.7%, and the age group is younger (25-30 years old accounts for 40%, 3 1-40 years old accounts for 38.8%), and the income is mostly 65,438.

According to the analysis of the income level of the research report, Baidu take-out accounts for low-middle income (65438+ million and below), middle income (11-200,000), higher income (2 1-50/-500,000) and local tyrants' income (565438+ million and above). 49.8%, 30.3%, 14.5% and 5.5%; 56%, 32%, 8% and 4%. As can be seen from this series of figures, Baidu take-out users account for the largest proportion of middle-and high-income users, while hungry users are mainly liked by low-and middle-income consumers.

For the take-away O2O platform, the difference in user income directly affects its user quality and the customer unit price of the take-away order. Takeaway, the user groups are mainly campus groups, white-collar users and high-end business people. White-collar workers are the most extensive user group of take-away O2O, so for take-away O2O, white-collar workers win the world. The research report shows that Baidu take-out attracts the largest proportion of white-collar users, and the proportion of white-collar workers in the company, including ordinary office white-collar workers and middle and senior managers, reaches 75.2%.

The proportion of white-collar users will directly affect the customer unit price and consumption sustainability of the take-away O2O platform.

The ordering frequency is to test the controllability of take-away O2O on user stickiness. A good take-away O2O platform may become a habit for users to order take-away, choose afternoon tea or choose fresh fruits. According to the research report, the frequency of ordering food by users of take-away platform is concentrated in 1-2 times/week. Among them, Meituan take-out takes 1-4 times a week, and Baidu take-out takes more than 4 times a week.

Now the take-away platform pays more and more attention to the after-sales service feedback of users. For example, after the author often orders takeout, the food delivery staff will especially emphasize that they want to give them five-star praise for their service, because it is related to the quality of their food delivery and the amount of income. Behind this is that the delivery service quality of take-away O2O is linked to the income of the delivery staff, which is a rigid control of word-of-mouth response.

The safety cost of take-out O2O refers to the control of business quality and food safety on the platform. According to the author's understanding, there are no laws and regulations specifically regulating the safety and quality of take-away O2O food delivery, but the frequent appearance of black workshops and unlicensed businesses has seriously affected users' trust in selling O2O platforms. Relevant state departments also attach great importance to it. Sun Xianze, deputy director of China Food and Drug Administration, revealed at the "First China Internet Plus Food Safety Summit Forum" on June 15 that the "Measures for the Supervision and Administration of Online Food Operation" will be issued soon, which will detail the obligations of the third-party trading platform of online food. This will directly bring relevant laws and regulations and help the take-away O2O platform to form a good security cost control.

Self-operated distribution has a long way to go to improve the penetration rate of take-away O2O?

According to the report "Trend Forecast of China Internet Catering Takeaway Market" released by Analysys think tank, in 20 18, the scale of the whole catering market will reach 4 trillion yuan, and the scale of the take-away market will reach 245.5 billion yuan. The penetration rate of take-away O2O in the catering market exceeding 3 trillion yuan is less than 5%. For take-away O2O, through self-built and self-operated distribution, it is trying to gradually establish its own good distribution service image in the minds of more users and improve the penetration rate of take-away O2O.

The above-mentioned platform management cost, user demand control and safety cost specification will be the difficult problems that take-out must always face for a long time to come, which is the most important basis for us to find a satisfactory take-out O2O.