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What are the types of takeout delivery methods

Summary: Self-operated is the most reliable logistics method of takeaway delivery, there is no one. This kind of self-managed delivery has been proved by e-commerce to be very competitive at the core. These three major tests determine the survival of takeaway self-owned delivery. What are the delivery methods of takeaway

Platform delivery

Delivery personnel formalized, giving users a high-quality image, the fastest delivery speed. The cost is slightly higher, and there are restrictions on delivery time and area.

Platform Express Delivery

Relatively low cost and wide range of specialized delivery, but the delivery speed is slower than specialized delivery.

Mixed delivery - special delivery + fast delivery

When the capacity of special delivery is insufficient, the fast delivery personnel can help deliver food.

Merchant self-delivery

Self-delivery of takeout is less restrictive in terms of area and less restrictive in terms of time. The unit volume is low and scattered, resulting in high costs and low delivery speed and service.

Why does takeout O2O need self-delivery?

Why does takeaway O2O need self-managed delivery? In my opinion, self-management is the most reliable logistics method of takeaway delivery, there is no one. This kind of self-managed delivery has been proved by e-commerce to be very core competitive. Therefore, takeaway O2O spared no effort to invest in self-owned distribution, the need to control delivery time, compressed costs and retain users, and ultimately actually solve the most core O2O problem - the last kilometer delivery.

Platforms, users and safety are a matter of life and death

The delivery of takeout O2O, especially self-managed delivery, has become the preferred standard for users to order food. So, which criteria of the platform will become the most core criteria to test the takeaway O2O?

The author believes that for takeaway self-owned delivery, the control of platform costs, the acquisition of user costs and preferences, as well as the monitoring costs of security, constitute its most core competitive advantage.

(I) Platform Cost Control

A senior person in the takeaway field commented on today's takeaway platforms in this way, that time, scope and manpower form the own characteristics of takeaway delivery. Take our most frequently booked lunch as an example, the delivery time is around 30-40 minutes. According to DCCI's 2016 First-Half Chinese White Collar Third-Party Online Takeout Service Research, the average delivery time reached about 40 minutes. In the interval of less than 30 minutes, the difference between Meituan Takeout and Baidu Takeout is not much, with the proportion of the two being 43.11% and 41.98% respectively, and that of HungryMall being 32.84%. Delivery time is an important factor that directly affects the brand image of the takeaway platform, the author previously in an article "two hours to deliver home takeaway, should we forgive them? has pointed out that one of the main problems hindering the development of takeout is the time problem.

In addition, for the delivery platform, distribution coverage and labor costs, but also related to the efficiency of its development. 2015, Hungry's self-built Hummingbird delivery, Baidu takeaway Baidu dedicated rider tricks, the United States takeaway also self-built logistics distribution. According to my rough calculations, the number of delivery personnel in Beijing, Baidu takeout in the country has more than 40,000 full-time riders, each rider holds a health certificate and a certificate of non-criminality, but also the formation of the industry's only intelligent logistics scheduling system, applying for 30 patents, the distribution of the punctuality rate of 98.78%, the average length of delivery for 32 minutes. And hungry hummingbird logistics used although the third-party logistics and distribution-based, using the system of distribution staff is also as high as 100,000 people. These huge logistics labor costs, especially self-management labor costs, formed an average of about 30 minutes of takeaway delivery time in order to ensure the delivery efficiency of takeaway.

The competition for the core advantages of the platform can be said to be the first level of the takeaway O2O competition, but exists in the platform standardization of the basic competition, for the increasingly diversified user preferences, the need to advance the competitive advantage.

(2) user groups and preference control

For takeout O2O platform, now from the low price, fast delivery and other early basic platform competition, evolved to the user group needs and preferences. According to the "Industry Research Report on the Consumption Habits of Third-Party Takeout Platform Users" (hereinafter referred to as the "Research Report") released by Zero2Digit, the users of takeout platforms are mainly female, with the proportion of female users at 51.7%, and their age is young (40% of them are 25 to 30 years old, and 38.8% of them are 31 to 40 years old), and their income is mostly in the middle range of 100,000 and below. mostly in the low to middle range of 100,000 and below.

Analyzing the income level from the study, the proportion of low and middle income (100,000 and below), middle income (110,000-200,000), high income (210,000-500,000), and tycoon income (510,000 and above) are 52.5%, 25.5%, 16% and 6% for Baidu Takeaway, Meituan Takeaway and Hungry Mansion respectively; 49.8%, 30.3%, 14.5% and 5.7% for Baidu Takeaway, Meituan Takeaway and Hungry Mansion respectively; and 49.8%, 30.3%, 14.5% and 5.7% for Baidu Takeaway. , 14.5% and 5.5%; 56%, 32%, 8% and 4%. From this series of figures, we can see that Baidu's users have the largest proportion of middle- and high-end income users, while HungryMall is mainly preferred by middle- and low-income consumers.

For takeout O2O platforms, the difference in user incomes directly affects the quality of their users and the unit price of takeout orders. For takeout, the user group is basically dominated by campus groups, white-collar users and business high-end people. White-collar workers are the broadest user group of takeaway O2O, therefore, for takeaway O2O, whoever gets white-collar workers gets the world. From the study report, Baidu takeout attracts the largest proportion of white-collar user groups, including ordinary office white-collar workers in enterprises and middle and senior managers of enterprises, the proportion of white-collar workers in companies amounted to 75.2%.

The size of the proportion of white-collar users will have a direct impact on the high or low price of the takeout O2O platform, and the length of consumption sustainability.

Frequency of ordering is a test of takeaway O2O's control over user stickiness. A good takeaway O2O platform, users ordering takeaway, choosing afternoon tea or picking fresh fruit, etc., may become a habit on it. From the research report, the frequency of ordering food by users of takeaway platforms is concentrated in 1-2 times/week. Among them, Meituan takeout to 1-4 times / week ordering the majority of people, Baidu takeout to more than 4 times / week ordering the majority of people.

Today's takeout platforms are paying more and more attention to users' after-sale service feedback, for example, after I often order takeout, the deliveryman will emphasize that he hopes to give his service a five-star review, because it's about the quality of the delivery and the amount of income. Behind this is the takeaway O2O in the quality of food delivery service and delivery staff income linked to a rigid control for the repercussions of word of mouth.

Takeaway O2O security costs, that is, the quality of the merchants on the platform, catering food safety and other controls. According to the author's understanding, there has not yet been a special regulation to regulate the safety and quality of takeaway O2O delivery, but the repeated emergence of black workshops, unlicensed merchants and so on has seriously affected the degree of trust of users for the takeaway O2O platform. Relevant state departments also attach great importance to the State Food and Drug Administration, Sun Xianze, deputy director of the State Food and Drug Administration, revealed on June 15 at the "First China Internet + Food Safety Summit Forum", "Network Food Business Supervision and Administration Measures" will soon be introduced, will refine the network food third-party trading platform obligations. This will directly bring the relevant legal norms, help takeaway O2O platform to form a good safety cost control.

Self-operated delivery to enhance the takeaway O2O penetration rate is a long way to go?

According to the "China Internet Catering Takeaway Market Trend Forecast" report released by Yi Guan Think Tank, the scale of the entire catering market will reach 4 trillion yuan in 2018, and the scale of the takeaway market will reach 245.5 billion yuan, with less than 5% penetration rate of takeaway O2O in the over 3 trillion yuan catering market. For takeaway O2O, by building its own distribution, it is trying to gradually establish its own image of good delivery service in the eyes of more users and improve the penetration rate of takeaway O2O.

The above platform management costs, user demand control, as well as safety cost standardization, will be a long time in the future of the takeaway must always face the problem, which is our search for a satisfactory takeaway O2O, the most important basis for choice.