Original, Bohu team, Bohu Finance
Lemon tea for 0.1 yuan, pig’s foot rice for 4.9 yuan, are the takeaways so cheap now?
This is not the case. Recently, Qiuxiang found that every day at the meal point, the major fish groups began to forward a link called "Meituan has a good meal". Click on it to take a look, good guy! The original takeaway of 20 or 30 is only 4 yuan 9, 3 yuan 9, 1 yuan 9, or even 0.1 yuan here!!!
How do you order these cheap takeaways? Two words: fight the order. At Meituan, as long as there are two people, you can successfully fight the order. You can initiate the fight yourself, or you can fight other people’s orders, and even the platform will help you match your friends, and there is no delivery fee.
Isn’t this recipe very similar to an old friend of ours?! Yes, Meituan is using Pinduoduo to make takeout.
Then the question is, how did such a cheap meal come about?
First of all, the model of food supply is that the platform decides which meals to sell, and after giving the maximum price and the minimum specifications of the meal, it will target investment. For example, for a fried chicken + Coke, the maximum price given by the platform is 15 yuan. You can sell it for 15 yuan, or you can sell it for 4 yuan 9, but the cheaper you sell it, the more traffic you get. So ah, in exchange for price, this price will be hit.
Secondly, most of the merchants who put together a good meal are small and medium-sized merchants who rely on online orders, which can be understood as those white-label small merchants who are qualified but have no facade, and they only need to cooperate with Meituan to make low-priced products. In terms of traffic, the platform will handle it. In addition, without having to bear high store rents, the unit price of this meal can be controlled lower.
Finally, in terms of delivery, a new type of delivery method has also been adopted: the running mode.
It means that the system will give priority to running riders who place orders at the same merchant and have similar addresses, which allows a rider to complete at least two orders on the same delivery path, improving delivery efficiency.
It can be said that this delivery model not only reduces delivery costs, but also improves the efficiency of riders and merchants, and also brings more affordable ordering prices to customers, achieving a win-win situation for all three parties!
This is not surprising, the establishment of less than 3 years of good meal, to achieve rapid growth. In 2022, good meal daily order sales reached one million; 2023 after entering the first-tier cities, the daily order volume exceeded 3 million, accounting for Meituan takeaway daily order volume of 6%; and in the first quarter of this year, good meal daily order volume has been close to 5 million, almost Meituan takeaway last year in the fourth quarter of the daily order volume of 10%.
It seems that Meituan has succeeded in doing takeaway in the way of Pinduoduo.
But in the face of the ultimate cost performance, there are also many problems with a good meal. For example, the hygiene and safety of the meal is difficult to control. Merchants may use some low-quality ingredients in order to reduce costs. Some netizens complained that they ordered lymphatic meat on the meal, but the merchant refused to refund; even some merchants blew up the roujiamo from the refrigerator to the door, and still picked it up for heating.
Moreover, because of the smooth running mode of putting together a good meal, the rider’s delivery fee is compressed, which also reduces the rider’s enthusiasm for food delivery, and there are problems such as the perfunctory attitude of the rider.
Then why are so many people still using the good meal? In front of the 50 yuan fried chicken, for many people, the 9 yuan 9 burger + chicken roll is life!
By the way, have you ever used a good meal to order takeout?
Original title: "Meituan wants to make a" dry rice version of Pinduoduo "?"
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