Let's chat casually, ladies and gentlemen, don't mind. .
Start with a business model
First of all, let's take a look at what ele's business positioning is: China's professional online ordering platform
So, what is the problem, in fact, the current ele is not a pure Internet company.
General environment: The Internet companies that have developed in the past two years are not pure Internet companies, but mixed industry companies.
The so-called mixed industry company means that the value of the company includes not only Internet technology and Internet products, but also the real industry. In business, a large number of non-technical talents and non-Internet talents are employed, and they are widely involved in offline operations.
Relatively speaking, early Internet companies, such as Baidu, Tencent, and Alibaba, are relatively pure Internet companies, relying on their own unique business models, focusing on online products and taking Internet operations as their main activities. The company members are also mainly technical and professional Internet talents.
For example, JD.com has built a large number of new logistics centers and cultivated distribution talents. Compared with e-commerce companies, it is more like a logistics company.
For example, Mobike, which relies on the production and maintenance of a large number of bicycles, is essentially a bicycle rental company using Internet technology.
And, ele, may also continue this trend and become more like a short-distance food delivery company.
Why is there such a result, the first is the market demand. Jingdong's logistics is because in China, with the development of e-commerce, the logistics system still has enough room for development. And Mobike, because the bicycle industry entities need a platform to make their goods generate value. In the current environment, the combination of physical and online models is also a major trend.
On the other hand, in terms of technology and innovation, it is difficult for an Internet company to create a market of more than 10 billion such as Tencent and Ali in China. Few are able to come up with internationally leading specialized technologies to establish Internet technology companies. We can only choose, combine with the real economy, and be creative in the business model. This is the so-called Internet + idea.
back to ele
One light and two heavy
In ele's business model, it can be subdivided into one light and two heavy, and each part itself has the hope of developing into a large company.
Among them, Yiqing is the meal ordering service of the client APP. The two are the delivery service and the merchant management service.
Among them, the ordering service is an online model. The distribution service is an offline mode with high labor and high cost. Merchant management services include both offline and online.
Let’s talk about the heaviest distribution service first. The difficulty of food distribution is actually no less than that of general distribution services
. First , the delivery service requires a very high delivery time.
Secondly, there are also high requirements for distribution equipment. For different ingredients, the required Containers are different. For example, heat preservation and refrigeration are required.
Third , the frequency of distribution is high, and it is not easy to form a large-scale distribution effect.
However, this kind of short-distance distribution is actually a huge market, which is the blind spot of the current distribution system, and a large-scale distribution company has not been formed.
Let's talk about the lighter business management, the so-called business management here, including the business qualification review, food safety inspection, and network evaluation system that elemo is already doing. After the CCTV exposure, ele should clearly realize that the problem of food safety at the grassroots level is quite serious. It is not what the society expects to be a good ordering platform, and ensuring food safety and health is what the society demands.
However, at the same time, this is also an opportunity, and the source of profit is often related to the social value created by the enterprise.
Finally, the lightest ordering service, which should be ele's strength. But it still needs continuous progress, and the combination of the former two. Combining intelligent means and platform operation management, we will build this food ordering platform.
Therefore, the question is, the development of the above three services depends on how ele will choose or intend to go hand in hand.
Merchant management
Merchant management: Taobao On
the Internet, the management of merchants is the best, and the largest one is Taobao. The most important point of Taobao's business operation is to support the growth of high-quality merchants, create models, and establish an ecosystem that merchants and platforms are dependent on.
At the same time, the platform itself provides a large number of customer tools, such as through trains, etc., as well as a large number of charging functions.
The key points here are:
1. Select high-quality and potential merchants
- Need to establish a good evaluation system and recommendation system
- Need to conduct stable monitoring of merchants' behavior data, identify abnormalities and screen high-quality
2. Provide diversified, Platform charges and free functions that can generate actual value for business
- data products to help merchants manage store operations; timely advice
- marketing products to help merchants widely participate in various activities of the platform
- interface products to help merchants optimize the platform Store and provide personalization features
The above methods and ele are in the same line and are closely related. And these are the foundations for the next steps.
Promote offline transformation, including: merchant qualification supervision and the transfer of dine-in to ordering
1. Merchant qualification supervision:
The difficulty of supervision is whether a large amount of manpower is required for offline promotion and supervision. How to prevent collusion between delivery personnel and store owners. How to prevent collusion between ground pushers and store owners.
- First of all, judging from the current market environment, ground pushers are definitely indispensable, and a lot of them are staking their fields. However, this part of the staff can be released through outsourcing. However, the performance appraisal of these personnel is the top priority, so as to avoid blindly bringing merchants that do not meet the standards into the platform. It is necessary to combine the performance of the merchants with the assessment of the ground pushers.
- One way to prevent the collusion between delivery personnel and merchants is to dispatch orders in a fluid manner to avoid long-term cooperation between delivery personnel and merchants. On the other hand, the delivery personnel should belong to a mature and standardized enterprise, and establish stable income and work responsibilities, which can avoid collusion
- set up regional managers to visit various merchants in the jurisdiction
Another difficulty in supervision lies in how to evaluate the quality of a merchant and through which channels to evaluate.
There are currently conceivable sources, such as platform consumer evaluations, ratings obtained from public comment sites, etc., evaluations of local pushers and couriers, and even heavy information on social networking sites.
But are they enough? Even if it is enough, how to combine them and make the weight distribution fair and reasonable is the difficulty of operation. (Deep Learning Fitting Model)