Hungry into Ali ecology, what does it mean for offline businesses?

2018-07-14

In fact, as early as in August last year, when Ali supported a hungry takeover for Baidu takeout, the news that Ali would have been fully bought and hungry, now another boot came to the ground, and the last layer of foggy fog vanished. The Alibaba group, the ant gold clothing group and the hungry group announced that the Alibaba would unite ants. Kim finished $9 billion 500 million in full purchase for starving.

For Ali, this is, of course, a great breakthrough in the expansion of the new retail strategy to local life services; for starving, they are also bound to bring a series of variables to the local living service market, given to Ali’s digital economic infrastructure, and in the eyes of some observers, as Youku joins Ali. A large number of content producers benefit, when “hungry + word of mouth” two platforms play synergistic effect, the share of the largest ecological dividend of food and beverage, may be entrenched in the hungry food Merchants – these have not yet fully integrated digital technology catering businesses, or will be more light way, to stand NEW retail wind. Mouth.

In other words, the grafting of starving and Ali means that they will provide businesses with new retail marketers “to store + takeaway + retail” and a good opportunity for business data upgrading.

 

Real store + hungry store + word of mouth store

According to the official report, Ali is hungry after all the purchase, is it hungry to maintain independent brand and independent operation, hungry all partners and business rights, will also be respected as always. And public information shows that up to now hungry products and business service system has covered 2000 cities and counties nationwide, and the platform has reached 200 restaurants.

So what is the advantage of Ali’s acquisition of hunger?

Of course, the most superficial level is Ali’s traffic support. The Research Report on the development of 2017 China’s takeout shows that after the rapid growth of the storm, the ceiling has been reached. The annual growth rate of the customer in the takeout market is 18%, and the growth rate will be further reduced to 15% in the next year, and the flow is becoming more and more scarce.

The huge traffic pool as China Mobile Internet Alibaba, on their own ecological partners flow injection has needless to say, two years ago from the first investment date, hungry has to provide delivery service and Alipay hand Amoy Ali platform, also brought a huge amount of new users, data display for hungry businesses only access One year, hungry has nearly 100 million users with a rich Ali ecological quality delivery service, but also in the Alipay differentiated platform, breakfast, afternoon tea and snacks such as “non dinner takeaway demand has also been constantly open up.

After the total acquisition, the industry is also generally expected that Ali will increase the flow of support for the hungry outside the existing entrance, and the support for the flow of the platform is also equal to the interests of the business.

Of course, traffic is not the real strategic significance of the acquisition, as CEO Zhang Yong, the Alibaba, said in the full mail, “the hungry takeout service is an important entry point in the field of local life service… It will form a significant chemical reaction with the word-of-mouth service. “The biggest intention of the two sides is” to be hungry as one of the most high-frequency applications of local life service, and to combine the word of mouth with data technology to the business of catering businesses under the line of data technology, forming a new expansion of the field of local life service. ” The main body of this new development is, of course, a restaurant catering to the hungry.

In fact, as early as the acquisition of rumors four, it was pointed out that the future “entity store + hungry shop + word shop” of the three stores will become a catering business standard.

Look at Ali’s side, you know, as an important part of Ali’s life business, the word of mouth is focused on the store, and now it has covered restaurants, supermarkets, convenience stores, business circles, airports and cinemas, and has officially returned from the ant system in January this year to serve “eat and drink” as an important location of the word of mouth; and hungry, It is a reasonable prediction that when it is starving to become a wholly owned subsidiary of Ali, the “group operations” will become a normal, and will be integrated through the “Home + to store” resources to provide solutions for the offline businesses.

In other words, businesses in the Ali system can achieve online and offline access. In the expectation of Ali and hungry, a physical store, a hungry shop and a word of mouth shop will become the standard of catering business.

And when resources are integrated, businesses can do a lot of things, such as joint marketing. According to past cases, as you can imagine, when to shop and takeaway business do grafting within the same system, users can use Alipay consumer to get hungry red envelopes, word-of-mouth business vouchers for hungry, users do not download the hungry can also enjoy subsidies on Ali platform, this “in the multi The joint marketing of returns can significantly reduce the marketing costs of businesses.

So as to sum up, when Ali chooses and is hungry, the two sides are bound to jointly undertake the new retail landing task in the field of local life service based on food and beverage, and the core of the task is to bring data management ability and supply chain innovation for the business.

 

 

Greater enticement

According to the “2017 annual food consumption report” issued by the Chinese Cuisine Association, the national food and beverage revenue of over 3 trillion and 900 billion yuan last year continued to maintain two digit growth, reaching about 10.7%. This figure will break through 4 trillion and 300 billion yuan in 2018. In the Chinese market, the “people to feed the sky” is the hard truth of the ancient times.

But it is a little regrettable that perhaps it is the complex supply chain of Chinese food, and the infrastructure of China’s catering industry seems to have dragged the fast growth of the market, so many investors feel that food and beverage is the last industry to be changed by mobile Internet.

And the tools of change are no doubt data. I have always felt that the ability to use data to make business decisions is a hard indicator of whether businesses or businesses can move into a new economy, because in the digital age, the most important aspect of the business war is “information warfare”, and the data can substantially reduce the cost of decision making and even completely step down the information barriers.

Catering business is also the case, and many catering businesses (especially large chain companies) have long been aware that the data on the Internet platform can allow them to judge consumers’ preference and price bias and help the flexible adjustment of market strategies. They know who can take the lead in improving operating efficiency through data and promoting consumer bodies. Who will win the core competitiveness at the approximate rate? As far as I know, many restaurant brands will also make decisions through data such as spot rate when launching new products or checking products. But in fact, before coming home or going to stores, the business backstage basically had only a single level of data and lacked enough decision samples.

And with the starving and word-of-mouth data, businesses may be able to build data backstage through the correlation logic between the data, from home and to the store, to make the consumer picture more accurate and better based on the data to make accurate decisions. For example, as a result of data access, businesses can optimize taste matching and dish design based on all channel consumption data, and can also carry out personalized information push across scenes, and even help businesses to optimize decision making from site selection, logistics to category selection.

In addition to the well-being of data intelligence, the deep integration of the business with the Ali business – especially the inflow of resources such as retail outlets and rookies – is expected to be more optimistic in the industry to be deeply empowered to get better supply chain services.

As mentioned earlier, domestic food and beverage supply chain is long and procrastinating, no matter the variety of food and beverage or trade link, so far there is no other industry (such as travel) that kind of “unified” platform. Also, with the final entrance of the resources of Ali, such as rookie, retail, box horse and Tmall supermarket, the hungry business will get a complete set of excellent catering supply chain services, which is of great significance to the catering business.

All in all, when the Alibaba decides to go hand in hand to start the upgrading of the local life service system again, the biggest beneficiary may be the food and beverage businesses that need to be integrated with new technologies, whether they are hungry from the flow, marketing, data or service capabilities of the Alibaba economy. The merchant has a greater temptation.

Li Beichen / Wen

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