Giants once again gathered on the takeaway track.
Recently, when netizens swiped Douyin, they found that on the homepage Number List of some catering stores, a new function of "group purchase and delivery" has appeared. After clicking to enter and filling in the address, you can directly place an order for delivery. The relevant person in charge of Douyin Life Services responded that the platform is trying to open the delivery service of group-purchasing goods for some merchants with urgent needs, and the project is still in the exploratory stage.
In addition to Douyin, JD.com also revealed the news that it is studying the possibility of entering the takeaway. According to media reports, JD.com will use the JD.com Daojia App as a service carrier to pilot food delivery services in Zhengzhou and other cities, and its subsidiary Dada will be responsible for delivery.
In the context of the slowdown in traffic growth in various fields, it is not surprising that Internet giants attack each other's hinterland. However, the food delivery industry has developed relatively maturely and has a stable structure. Why are they suddenly targeting food delivery?
In fact, from Ali, Baidu to Didi, SF Express, ByteDance, JD.com, etc., BAT, TMDJ, etc., except for Tencent, who did not end up in person, the leading Internet companies either used to do takeaways, or are doing takeaways, or On the way to plan to do takeout.
1. Big Internet companies love to do takeaways
iiMedia Research released a "2022 China Catering Industry Development Status and Market Research and Analysis Report" some time ago. The data shows that the weekly takeaway consumption frequency of Chinese catering consumers is mainly concentrated in 5-8 times and 9-12 times, accounting for The ratios were 37.2% and 25.1%, respectively.
For food, clothing, housing and transportation, the frequency of food and beverage consumption is the highest, and in the mobile Internet economy, the only way to achieve such a high frequency is probably only take-out. More importantly, food delivery is the core entrance of local life services. If Internet companies want to dig deep into the local life service market and drive other low-frequency retail sales with high-frequency food delivery, it can be said to be a more feasible method at present. And from the practical point of view, the threshold for entering this track is not too high.