After The Failure Of The Electricity Supplier, SF Entered The Takeaway Commission With A Low Commission.

After the setback in the electricity supplier industry, the express giant SF has officially entered the takeaway area.

In May 11th, the economic report reporters in twenty-first Century noted that WeChat's "Feng food" takeaway platform has been registered by more than 52 catering companies, including Dicos, pizza hut, Xibei oat village, Xiangxiang garden, Yi Yuan, and "thousand thousand noodle noodle". Its home page shows that the takeaway business of the platform has been opened, and the food ordering service is still under development.

In response, Shun Feng official responded that "Feng food" is a group dining platform that was incubated in the city of SF. Its current business form is the implementation of SF, which accepts internal orders and is managed and operated by the company's internal project team.

Small program data showed that it was registered in February 14th this year, and the developer is Shenzhen Shun Feng Tong Cheng Information Technology Co., Ltd. It is reported that "Feng food" was launched in March this year, and is launched in some domestic cities, and is still in the stage of business entry and trial operation. Although many businesses have settled in, the reporter found himself at eight in the evening. Its leading market is still group meal service.

From this we can see that the test water of SF is very cautious and it is not known whether it will increase the intensity in the future. However, in the post epidemic era, group meals have become an important source of income for platform and catering businesses. According to the Research Report on the supply chain development of China group catering industry, the market scale of the domestic catering industry has exceeded 4 trillion yuan, of which the group meal occupies 30% market share. According to AI media consulting statistics, in 2019, the scale of the Chinese group meal market was as high as 1 trillion and 500 billion yuan, and this year it is expected to reach 1 trillion and 690 billion yuan.

Focus on subdivision track

In the takeaway market dominated by the US group and the 12 hungry giants, Shun Feng chose to avoid the personal takeaway market and first entered the subdivision track of the group meal takeaway.

The potential of the group dining area has also attracted the attention of SF and changed its previous "low key" style. It is understood that SF has hit 5 million subsidies to encourage users to recommend enterprises to become "full food" customers. Obviously, Shun Feng does not plan to rely on subsidies to get the market, after all, after the early competition, subsidies are no longer the advocated way of burning money.

In 2018, the consumption scale of the Chinese group meal market reached trillion, and became the blue sea in the red sea of China's catering industry. It mainly covered various service groups including the army, government agencies, universities, hospitals, enterprises and so on, with high viscosity and high frequency consumption characteristics. It has long and long term traffic consumption service attributes.

In particular, under the outbreak of the new crown pneumonia, corporate group meal booking has become popular. The contactless distribution group meal takeaway has become a new trend in the development of the group meal. In February 10th, the first rework day of 2020, under the strict control policy, a number of enterprises in Shanghai have told the twenty-first Century business reporter that some of the first workers to return to work have been dining. On the same day, the United States commented on the joint government, associations and other institutions in the country launched a "rest assured direct meals" action.

In Shanghai, the first batch of 80 restaurants has more than 2000 stores and will further expand their coverage. In Beijing, the first batch of more than 50 restaurants has more than 300 stores, covering 1 parks and 16 parks in Zhongguancun. Shenzhen has the first batch of 21 catering brands to provide services. It is reported that meal demand units can book group meals ahead of schedule, and the catering providers can arrange the supply of stores.

This move avoids the risk of food intensive meals, and helps catering businesses to minimize losses and smooth through special periods. More importantly, catering enterprises can achieve steady flow and profits. When hungry, it launched the "enterprise group meal comfort delivery" service in the whole country. The data showed that nearly 9000 catering enterprises joined the service in 13 cities throughout the country.

With the accession of SF, the group meal market will usher in more new changes. Liu Xingliang, a senior Internet industry observer, said in an interview with the economic news reporters in twenty-first Century that Shun Feng's choice is not a large and full market, but rather a very niche business field. "In the past, both the US group and the hungry were focused on the C end market, but the enterprises did not breed very much. By relying on express delivery and city services, a nationwide distribution network has been established. It has already reached a large number of enterprises, and has also worked with catering. At this time, under the massive demand of the epidemic, the introduction of takeaway is logical.

Low commission cut

According to the forward-looking Industry Research Institute, as of the three quarter of 2019, the takeaway trading share data showed that the US group accounted for 53%, hungry or hungry, the total ratio of star election accounted for 43.9%, the other platform was only 3.1%, and the duopoly market structure had been stable for a long time.

However, the new entry players have also brought great fluctuations to the market, and the strong competitive advantages of SF itself should not be underestimated. At present, the distribution network of the same city has been gradually improved. In the takeaway, many of the distribution links of the catering outlets have been cooperating with SF.

In addition, the twenty-first Century economic report reporter noted that the "Shang Shang" plate of the "Feng Shang" home page was subscribed to the word "free online". According to media reports, the relevant person in charge of the brand department at the first stop of Shun Feng City said that "Feng food" has adopted a very low commission. Before July 1st of this year, merchants sold "full food" with a commission of only 3/1000, and merchants only got 2% commission after July 1st. Commissions for similar takeaway platforms are around 20%.

In recent years, there has been a dispute over the commission between takeaway merchants and platforms. Prior to this, Guangdong, Shandong, Chongqing, Sichuan and many other food and beverage associations have publicly appealed for takeaway platforms to reduce commissions to merchants and cancel exclusive cooperation restrictions.

Low commission may help Shun Feng to open the takeaway market more smoothly. According to the twenty-first Century economic report reporter, because of the high commission of the US and the hungry, some businesses have developed their own takeaway applet, trying to turn their business on the platform to their own platform.

However, the way to enter the end of consumption is not smooth enough. As early as 2010, SF began to test the water electricity supplier industry, launched the first electronic business platform, "Shun Feng E business circle" and payment platform, "Shun Feng Bao", mainly selling food and a small number of 3C products, but soon after the online exit.

Then, in 2012, SF launched a new online shopping platform named "Shun Feng optimization", which is located in the high-end market, the main raw food and imported food. The result is not as good as expected. Data show that from 2013 to 2015, three years, the "SF preferred" huge loss of 1 billion 600 million yuan, and many stores to shut down a large area. Emerging businesses failed many times until the start of the same business in 2016.

In 2019, the "Shun Feng city rush delivery" brand was released in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and other more than 200 cities. The average daily orders were over 1 million, and the number of riders was over 300 thousand. SF 2019 annual report shows that the business of SF has achieved no tax revenue of 1 billion 952 million yuan, an increase of 96.12% over the same period, higher than the average growth rate of the industry, and a second increase in the new business segment. It is understood that the urgent delivery of the city has expanded its business to catering, business super, fresh, clothing, medicine, luxury and many other local life services.

The new exploration aimed at takeaway business can see the strategy of SF's multi line layout of new business. With the advantage of SF's own logistics and distribution, whether it can stir up two big takeaway market patterns, the result is uncertain. In Liu Xingliang's view, the past attempts of SF have failed, mainly because the electricity supplier is relatively mature, and the supply chain is very long, which is not the advantage area of SF. However, the listed companies must be diversified. The common feature of takeaway and express is that the supply chain is short and the difference is not large. "Generally speaking, the brand of Shun Feng is still good, but whether it can be played well or not, what is more tested is the operation and technical capability of the company."