When it comes to takeout APP, the first thing that comes to mind is ele.me in blue and Meituan in yellow. It is estimated that the first reactions of most readers are these two, which can already be regarded as national APP in terms of brand awareness and popularity.

But it is in such a situation that there have recently been media revelations on the Internet that an Internet company will announce that it will enter the takeout business in an attempt to get a piece of the two leading companies. So which company is so courageous? It is the fastest growing byte jump in the past two years.

According to media reports, the delivery service to be launched by byte beat, called Xinmei takeout, will be launched in the form of Mini Program within Douyin APP. As Xinxin takeout is still in the internal testing stage, the function is still unknown.

However, the high probability is that "heartbeat takeout" will invite catering merchants in Douyin to settle in, and the merchants will provide distribution services on their own. Of course, it does not rule out the possibility that it will become a delivery platform with an aggregation model, conduct diversion cooperation with some other small takeout businesses, and will give priority to opening up to domestic first-and second-tier cities, where consumer demand and user volume are higher after all.

Why does byte jump want to enter the takeout market? Can it change the current situation of the takeout market?

The present situation of takeout in China

Since the concept of takeout was completely accepted by the society, its development has only gone up and down like bamboo. In 2011, the market size of the takeout industry was only 21.68 billion yuan, accounting for 1.1% of the catering industry. Nine years later, this figure has become 664.62 billion yuan and 16.8%, the growth rate is very exaggerated.

In addition, with the maturity of the takeout industry, the "lazy economy" is becoming more and more popular, and the development of new retail has enabled the categories involved in real-time distribution to expand in depth from takeout to retail. It is not difficult to understand why the takeout industry has witnessed explosive growth-in just four years, real-time delivery has reached half of the 20-year business volume of express delivery.

But even so, the takeout market has not yet reached saturation.

In the face of such a large market dividend, many enterprises have entered the takeout market in an attempt to gain a foothold in this emerging industry, but with the double test of time and capital, most of them are basically occupied by ele.me and Meituan, who have more mature distribution capabilities. By the end of 2020, it was basically formed that Meituan accounted for 70% and ele.me accounted for 30%.

With the reduction of the number of players in the market, it will inevitably bring a malpractice, that is, the price increase, the distribution fee is becoming more and more expensive, the starting price is getting higher and higher, and there are more and more routines, which are the points that many consumers are dissatisfied with. In the final analysis, none of these platforms can do business at a loss, and they have invested a lot of money to subsidize merchants in the early stage, so as to win more users, which is an important reason why the takeout platform is basically left with Meituan and ele.me. However, when the market is mature, it is time for them to harvest, and it is naturally our consumers who pay the bill.

Although many catering enterprises are dissatisfied with the takeout platform, there seems to be nothing they can do about it. If the catering industry wants to get rid of or reduce its dependence on the existing major takeout platforms and get a greater say, it is necessary to find ways to obtain new traffic or have its own private traffic. This is basically a fantasy for many small and medium-sized catering enterprises, especially those that lack brand advantages.

If a platform with both capital and flow pops up at this time, it may be able to become a strong candidate to stir up the takeout market.

Does heartbeat takeout have an advantage?

As mentioned earlier, in order to gain a firm foothold in the takeout industry, strong capital and stable flow are essential. At present, the main sources of revenue for byte jump are live e-commerce, advertising and education, with total revenue exceeding 236.6 billion yuan, an increase of 111% over the same period last year, while the traffic carried by Douyin should be needless to say. In the first quarter of 2021, Douyin has an average daily active volume of more than 400m, making it one of the largest platforms in China.

There is no doubt about the advantages of high traffic. For example, many restaurants have become so-called "online celebrity restaurants" with luxurious decoration or excellent craftsmanship, which can actually generate revenue for restaurants. And through Douyin's local push mechanism, the introduction of restaurant or food information can be directed to local users, so as to obtain a more accurate user group, which is undoubtedly an excellent opportunity for some small restaurants.

Secondly, compared with ele.me and Meituan, Douyin has another advantage because it is more widely oriented to the masses. Today, most of the takeout industry serves first-and second-tier cities and groups of young people. However, third-and fourth-tier cities and the middle-aged and elderly are still in a stage of underdevelopment. This is an extremely huge market for byte jump, and if we can steadily take down this group, we will be able to survive in the market.

In addition, consumers can better understand the situation of restaurants through short videos, and restaurants with messy kitchens will not be accepted by consumers, which urges businesses to rectify the problems of environmental hygiene and food safety in physical stores. Promote the development of the takeout industry.

Finally, the operation idea of Xinxin takeout is not the same as that of established enterprises, it is not by investing a lot of money and time to set up a huge delivery team, but with merchants and other platforms to reach a cooperative relationship to conduct business diversion cooperation. It may even make ele.me and Meituan start a new competition on the new platform Douyin. After all, no one wants to see their competitors get more exposure traffic on the platform.

There is no problem with the idea of byte jumping. If you want to go head-to-head with established enterprises, you may not be able to win this game just by spending money. It is better to create a new takeout ecology and reap the benefits of fishermen. Assuming that byte jump can find its own optimal solution, there is still a good chance of survival.

It can be predicted that Xinxin takeout will still invest a lot of money in the early stage to subsidize merchants and quickly attract users, but who knows whether this dragon slayer warrior will one day become a dragon?

Conclusion

It is worth noting that the byte jump announcement of the establishment of a takeout team also sends a signal that today's byte beat will begin to erode more business on both sides.

In the field of short video, there is no doubt about the status of byte jump, where the strength of 400 million daily active users is there. According to statistics, Douyin and overseas versions of TikTok generated more than $78 million in global AppStore and GooglePlay revenue in April, topping the global mobile app revenue list.

The e-commerce attribute attached to Douyin also allows byte jump to compete with Ali in the e-commerce field, which does not rule out the possibility that byte jump can become another large-scale e-commerce platform in China.

The field of education is a new business promoted by byte jump in the past two years, its business spans pre-k,k12, adult education covers multi-age groups, covers multi-disciplines and multi-courses, and explores both software and hardware. In addition, Byte Jump has also invested in Xiaoyang Education, Xinshengli, Minerva University, together homework, Polar course big data and other education companies, and strives to make a success in this field.

In the game field that Tencent is best at, the byte beat has no mercy. This year's popular "Sea King: hot Blood Route" comes from the byte beat, which shows the potential of bytes.

The byte jump covers the industry more and more widely, and its competitiveness is getting stronger and stronger. this time, it is certain that it can disturb the entire takeout market like a catfish and stimulate the fierce internal roll of takeout enterprises again. However, Xiao Lei is not sure that Xinxin takeout will disappear into the eyes of consumers after a flash in the pan, like Didi takeout in the past.