During the Spring Festival of 2013, Meituan began to focus on food delivery.

In the spring of 2012, Meituan was already the dominant player in the group buying market, accounting for more than 60% of the national market.

The remaining Dianping, Nuomi.com, 58 Group Buying, etc. are just hanging on and are not qualified to compete with Meituan again.

Luo Fan had told Xingyuan's senior management before that group buying was in a sense interconnected with takeout.

Many small group buying websites also offer takeout.

The current chaotic situation in the food delivery industry has confirmed Luo Fan's judgment.

Unlike the group-buying market where one company dominates, the takeout market is much more lively.

Among them, the most popular one is definitely Meituan. They are expanding from the core of the imperial capital to surrounding cities. In just one month, they have captured the food delivery market in Hebei and are now preparing to expand into Shanxi and TJ.

Then there is Are You Hungry? Are You Hungry? They adopted the opposite plan to Meituan. They chose to first open up more than 40 second-tier cities in 5 provinces near Jiangsu, Zhejiang and Shanghai, and then use the existing sites in Jiangsu and Zhejiang provinces as the core

, began to slowly develop into third-tier county-level cities. These cities are just smaller in area, but their per capita economy is not bad, and their consumption power is even stronger than that of second-tier cities in the interior.

Both Meituan and Hungry.com took advantage of the Chinese New Year period to carry out large-scale subsidies in these cities, cultivating user habits as soon as possible when there were no rivals, and occupying the territory first.

The promotion plans of these two companies have their own merits, but Luo Fan personally prefers the plan of Are You Hungry?

Because you are hungry and choose to focus on second-tier cities, you can save your own resources to the maximum extent.

After they became famous in big cities, some discerning people knew that Hungry Me was looking for local partners, and they would definitely sign up one after another. In the end, Hungry Me decided on partners in each small city one by one.

In this way, we invest the minimum resources, build the largest team, and then proceed to the next step of subsidies as a matter of course. With the promotion experience in dozens of cities, Hungry Me's coverage will become wider and wider in the future.

But having said that, the promotion plan adopted by Hungry in the previous life was actually not like this. They chose the same promotion rhythm as Meituan.

But now the food delivery industry is completely different from history. The food delivery industry, which was supposed to explode at the end of 2013, was noticed by various capitals a year in advance.

Although the current total number of smartphones is far less than that of two years later, with only about 400 million units, those who can use smartphones first and have relatively better economic conditions should be able to consume.

moveable.

Therefore, the takeout market actually already has a great foundation.

As the first company to offer food delivery, Hungry Me has always maintained its first-mover advantage.

It wasn’t until this year’s Chinese New Year that Meituan received support from Penguin and began to gradually expand markets from the imperial capital to surrounding areas.

The sudden appearance of enemies disrupted Ele.me's layout, but Ele.me soon gained strong support from Alibaba.

A large part of the reason why Alibaba supports Hungry? is related to Mr. Wang of Meituan.

The king of Meituan was born in Alibaba. As a former employee of Alibaba, he and Penguin are definitely sworn enemies.

But Mr. Wang’s Meituan accepted Penguin’s financing, which is tantamount to betrayal.

So Alibaba decisively chose to support Ele.com and formed a professional team to develop the southern market.

Not to be outdone, Meituan publicly announced that it would expand its food delivery model to 100 cities in the next year, including Shanghai, the home base of Hungry Me.

If Meituan can really do this, then Hungry?’s fundamentals will collapse.

So Hungry? also made a counterattack, saying that it would establish a Hungry.me branch in the imperial capital within a year.

Of course, no one knows what will happen next.

The only thing everyone can see is that the money-burning war in cities across the country continues.

Except for Meituan and Hungry?, when many markets in other parts of the country were blank, many visionary people started new businesses in advance and established local food delivery platforms.

However, compared with group buying, the entry cost of the food delivery industry is much higher. In terms of overall volume, there is still a gap between the previous crazy group buying.

In addition to the most well-known Meituan and Ele.com, a large-scale food delivery platform has also emerged in Guangdong. The name of the platform is Nuomi Food Delivery.

During the Chinese New Year, Nuomi Takeout also launched large-scale subsidies, gaining tens of thousands of users in a few days, with an average daily transaction volume of more than 5,000.

This is the first new food delivery company currently on the market, and it has naturally attracted the attention of Meituan and Hungry Me.

Since Meituan established its presence in the Imperial Capital market, it has paid close attention to its counterparts in other cities. However, the country is so vast that no one dares to claim that it can cover all places.

Fortunately, online, although Meituan does not have the big data algorithm like Xingyuan, it can clearly understand the application download data of most APPs across the country.

But they can also use a stupid method to keep an eye on the new APP download rankings to determine whether a new food delivery platform has emerged.

Offline, Meituan and Ele.com have sent people to focus on subway entrances and train stations in major cities. These two places are strategic places for offline promotion. If you want to promote locally, you must not do without these two places.

.

But Nuomi Waimai acted in a low-key manner. They only launched in some old cities at first, and then slowly expanded outwards. By the time Meituan and Hungry discovered them, they had already covered all first-, second- and third-tier cities in Guangdong.

.

Regarding the emergence of Nuomi takeout, Meituan is actually okay. After all, their main battlefield is the imperial capital and its surrounding cities. Are you hungry? But you are a little worried. Their next plan is to promote takeout in Guangdong and Guangxi.

At the same time, at the Xingyuan headquarters in Shanghai, Luo Fan received a call from Mr. Li of Baidu: "Mr. Li, are you responsible for this glutinous rice takeout?"

This chapter is not over yet, please click on the next page to continue reading the exciting content! "That's right! This Nuomi takeaway was established almost in October last year. They basically only conducted ground promotion before New Year's Day, and the results were very poor.

It happened that I was on a business trip in Guangdong and met their boss. I thought that Baidu would be doing food delivery anyway, so I acquired the company and arranged for some people to promote it as a pilot.

Originally, I just wanted to see the potential of Meituan’s food delivery model and see how they could grow in the future, but I didn’t expect that they would actually take off.” Mr. Li said with a smile.

"Tsk tsk! Mr. Li, your whim has caused a lot of trouble for Meituan and Hungry?"

"Isn't this a matter of time? We are all competitors."

"makes sense."

"Mr. Luo, in the future, our company will establish Baidu Nuomi, so that Nuomi takeout will be connected to Baidu Nuomi. Then your Xingyuan payment will be used, and we are ready to officially enter the market."

"I understand, by the way, Mr. Li, do you want to capture the takeout market in Guangdong and Guangxi first?" Luo Fan asked.

"Well, I plan to use these two provinces as our basic base."

"Mr. Li, you have to hurry up. Are you hungry? They should be here soon."

"I know, I will get it done as soon as possible." After speaking, Mr. Li hung up the phone.

After Luo Fan put down his phone, his expression was a little strange.

To be honest, in the o2o field, Luo Fan has been paying attention to Meituan and Ele.me.

But he didn't expect that Baidu would secretly create Nuomi takeout.

This reminded Luo Fan that the current form of the food delivery industry is very different from that of the previous life. Now that glutinous rice can be delivered, will other new entrepreneurs appear in the future? Don’t let more new entrepreneurs appear in the future.

Many companies are similar to Nuomi takeout.

Thinking of this, Luo Fan immediately called Wang Jing and asked him to keep an eye on some APP download data recently to see if there are any other food delivery platforms.

The next morning, Wang Jing came to Luo Fan's office with a report.

Luo Fan took the report and briefly browsed it and then said: "Sure enough, there are food delivery platforms appearing in other provinces! Fortunately, their scale is relatively large, but they cannot compare with Meituan, Are You Hungry, and Nuomi Food Delivery."

"Not only that, boss, in fact, many small group buying websites have also transformed into food delivery."

"Alas! There are more and more of these small platforms now, and the competition is becoming more and more fierce. Fortunately, Baidu has laid out the situation in advance, otherwise it may not be easy to enter the market later!"

"Boss, do we need to do anything?"

"What to do? Let me think about it... acquire several medium-sized food delivery platforms that are not involved in Meituan or Hungry, to prepare for Baidu's entry in the future."

"Acquisition?" Wang Jing thought for a while and said: "Boss, I think those who are doing food delivery platforms at this time have good vision and are unlikely to agree to our acquisition."

"Just give it a try. If it doesn't work, forget it." Luo Fan said.

And just when the food delivery industry is "busy", Baidu's second-in-command Mr. Xiang has already begun to lay out matters related to Baidu taxi-hailing.

The first step is naturally to find ways to expand the popularity of Baidu Taxi.

According to the current development trajectory of the Didu online ride-hailing company, the most normal way to promote it is to distribute flyers and do local promotion.

But at this time, there are already more than a dozen online ride-hailing platforms of the same type in the imperial capital.

Among them, the larger ones have signed contracts with several taxi companies.

This kind of small company is far inferior to Baidu, the company behind Baidu Taxi.

But after recently coming into contact with this industry, Mr. Xiang understood why Baidu didn’t directly launch Baidu Taxi with a high profile, and Penguin did not choose to enter the market after hesitation.

To put it bluntly, this industry is currently too confusing.

First of all, there are legal reasons. Currently, the online ride-hailing companies in the imperial capital market all cooperate with taxi companies and are also restricted by the transportation department.

And if Baidu enters this field in a big way, it may cause friction with relevant departments. This is a very difficult problem for Baidu, which is facing transformation.

And with the popularity of Baidu, the three Internet giants, once it enters the online ride-hailing field with great fanfare, it will definitely attract the attention of other capitals.

The operating costs of online ride-hailing are much lower than those of food delivery, so the first-mover advantage cannot be exerted at all.

Just as Mr. Xiang was thinking, Mr. Zhao from Haiyan came in and said, "Mr. Xiang, our colleagues at the airport had another conflict with other online taxi-hailing people."

"Is anyone injured?" Mr. Xiang asked expressionlessly.

He has become accustomed to conflicts between the two groups in the past few days.

Mr. Zhao of Haiyan said: "No one was injured in some minor conflicts, and it was near the airport. They only dared to show off their power and would not be really ruthless."

"That's good, just keep a closer eye." Mr. Xiang nodded and said.
To be continued...