Declare war! Meituan's "eating appearance" is too ugly! Weijia Liangpi Officially Launched the National Business of Meituan Take away

Tech 2023-05-25 00:38:10 Source: Network

Is it the Wei family's Liangpi "making trouble out of nothing" or Meituan's "store bully"?Recently, sources have reported that,Weijia Liangpi has officially launched the nationwide business of Meituan takeout.Regarding the public's concern about whether the next step will be to officially close online and all orders will be transferred offline,Insiders have revealed that they will continue to provide delivery services in the future, but will not choose a monopoly platform for capital control

Is it the Wei family's Liangpi "making trouble out of nothing" or Meituan's "store bully"?

Recently, sources have reported that,Weijia Liangpi has officially launched the nationwide business of Meituan takeout.Regarding the public's concern about whether the next step will be to officially close online and all orders will be transferred offline,Insiders have revealed that they will continue to provide delivery services in the future, but will not choose a monopoly platform for capital control.

Is this a frontal confrontation between online and offline? Actually, it's not the case.

Then, as the representative of local private chain restaurants, why did Wei Family Liangpi declare war on Meituan?

Wei Family Liangpi: From "Small Stall" to "Dalian Lock"

Speaking of Wei's Liangpi, the local public must be familiar with it. According to public data, this chain restaurant, which is now widely known in northwest China, is operated by Xi'an Huarong Weijia Catering Management Co., Ltd., which was registered in Xi'an High tech Zone with 500000 yuan in 2012, and the legal person is Wei Wenjun, the founder of "Weijia Liangpi".

Liangpi is one of the synonyms of Xi'an snacks. In 1999, Weijia Liangpi was born in a small stall on Daxue South Road, Beilin District, Xi'an City. In that era, Xi'an was still far from using high-rise buildings as barriers today. At the beginning of its establishment, like most small stalls, Wei Wenjun and his wife faced day after day of wind, sun, and rain.

Over the course of more than 20 years, the once unknown "couple's stall" has become one of the largest and most well-known Chinese fast food chain enterprises in the northwest region, integrating product research and development, production, distribution, management, and sales. It has nearly 400 direct operated stores in Shaanxi (including Xi'an, Baoji, Xianyang, Weinan, Hanzhong, Shangluo, Tongchuan), Lanzhou, Taiyuan, Beijing, Tianjin, and other places, with approximately 10000 employees.

There are no heroes who fall from the sky, nor can they daydream of making big money without a sound. We can't help asking: Why is the Wei family's Liangpi? It can be roughly summarized in four aspects.

One is the industrialization of business management.Weijia Liangpi focuses on the standardized production, operation and management system of the central kitchen. Through the separation of logistics and store management in production, it breaks away from the "front store and back kitchen" mode, ensuring the standardization of all processes from material selection, research and development, processing, storage to distribution.

The second is to provide a comfortable dining environment.Although the Weijia Liangpi store is simple, the overall environment is very fresh and comfortable. In the impression of most consumers, it is' this is the best fast food restaurant I have ever been to '. The unified LOGO and unique decoration are hard not to be compared to the Starbucks in the Liangpi industry.

The third is to improve the quality of the supply system.According to incomplete statistics, the long-term strategic partners of Weijia Liangpi include COFCO, Yihai Kerry, Wudeli, Muyuan, Yurun, Unilever, Nestle, Wufangzhai, Sanquan, Qianwei, Fengxiang, Shengnong, Lanweston, Yili, Coca Cola and other leading enterprises, which escort the implementation of food safety.

The fourth is the innovation of product matrix.Wei's Liangpi "refused" to be a traditional Liangpi shop. In addition to Shaanxi snacks such as Liangpi and Roujiamo, there are also western food such as hamburgers, rice dishes, self-made fresh health drinks and Congee. Its brand matrix includes Weijia Liangpi, Weijia Convenience, Weike Coffee, Weisili Hamburg, WeiBendao Barbecue and other trendy experiences.

As you can see,The industrial thinking of commercial development and the business innovation of keeping pace with the times have always run through the business philosophy of Weijia Liangpi, which is the core that entrepreneurs and private enterprises represented by catering should absorb.More importantly, in this process, Wei's Liangpi has always focused on making high-quality products and developing the real economy.

Capital expansion: the posture and arrogance that "Meituan" cannot let go

There is a famous saying in the business world: "The capital market is the barometer of the real economy

Indeed, the development of the real economy cannot do without the assistance of capital. The past decade has been the "golden age" for the development of Chinese internet enterprises.The Internet giants that have completed capital accumulation, in their diversified expansion, involve almost all types of business and infiltrate the public's life.

Among them, Meituan, who started as a group buying company, is a typical representative.

Back then, the founder of Meituan, Wang Xing, chose the group buying track for two reasons. Firstly, at that time, "group buying" was at the forefront, with both stock and increment being large enough and favored by the capital; Secondly, at that time, it was a period of rapid rise of mobile internet, and group buying websites were able to gather public domain traffic for a large number of merchants to the greatest extent, achieving both advertising for various merchants and earning commissions for the platform.

Back to our focus this time: why did the Wei family declare war on Meituan takeaway?

Let's take a look at three sets of data first.

Firstly, according to data released by the Traffic Police Headquarters of the Shanghai Public Security Bureau in 2017, an average of one delivery rider is injured or killed every 2.5 days. From a national perspective, almost every year there are several or even dozens of accidents where delivery boys die in car accidents.

Secondly, during the 2020 pandemic, Meituan once again increased its commission during this special period, reaching a maximum of 26%. This means that merchants, apart from high rent, materials, and employee expenses, have almost no profit to speak of and may even lose money.

The third point is that as of 2022, the number of Meituan riders has reached 6.24 million, while data released by Hungry shows that 1.14 million people have received platform revenue. Taken together, the total number of domestic and foreign selling riders reaches 7.38 million.

According to industry insiders,Commission is only a portion of Meituan's income, while other income includes mandatory or induced subsidy and discount activities, competitive ranking, and even the delivery fees paid by customers will be deducted from the merchants.In total, sometimes the portion taken by Meituan even exceeds 40% of the order amount

This can't help but remind people of a famous quote from 'The Great Loss',On the one hand, the possession of wealth has inflated people's desire for honor; on the other hand, enterprises that have completed their primitive accumulation in regional markets urgently hope to open the door to rule the world. With the changing circumstances, Tan Xisong's timely release of the imperial crown is like throwing a embroidered ball among a group of hungry and eager people who look up

On the one hand, merchants have to face the cost of continuous "backdating" to the platform. On the other hand, due to the platform's continuous increase in commission ratio, the profits of riders and merchants continue to decrease while the total amount of cake remains unchanged or even gradually decreases. "Merchants represented by Weijia Liangpi should adhere to their operation and management mode, while Meituan is getting more and more commission. This leads to higher and higher costs for merchants. Instead, it is better to take one auction and disperse two."

Perhaps this is the posture and arrogance that the "Meituan", who are at the peak of their day, cannot let go.

Revitalizing the economy: We still need to rely on the two-way flow of entities and capital

Back on April 10, 2020, Meituan received a ultimatum: if the commission is not reduced, Guangdong Food and Beverage Association will take legal action or support "hungry".

It turned out that in the afternoon of that day, the Guangdong Provincial Catering Association, in collaboration with 32 associations, released the "Guangdong Catering Industry to Meituan Delivery Joint Negotiation Letter" on official WeChat, stating that Meituan Delivery still adheres to high commissions and exclusive terms that exclude fair competition during the national fight against the epidemic, causing numerous catering businesses to be overwhelmed. The Catering Association did not receive a formal response after sending a letter to Meituan on March 10, and had to make this matter public.

Meanwhile, almost at the same time, the latest performance announcement released by Meituan (3690. HK) showed that in 2019, its revenue was 97.529 billion yuan, a year-on-year increase of 49.5%, and its net profit reached 2.679 billion yuan, compared to a loss of 11.085 billion yuan in the same period of the previous year. This means that Meituan, which has been losing money, has turned around for the first time.

Meituan (3690. HK)'s revenue situation in the past three years Image source: @ Wind

This is like: you are very happy, but for me, your happiness is built on my pain.

Of course, in the face of multiple criticisms, Meituan also responded at the time: "80% of the commission income in 2019 was used to pay the rider's salary, and the average profit per takeout order in the fourth quarter was less than 20 cents." According to Meituan's announcement, in 2019, more than 80% of its merchants had commissions of 10% -20%, which is equivalent to 80% of the commission income used to pay the rider's salary

This has caused "most merchants to reluctantly increase the product prices of delivery platforms",Because if the price remains unchanged, "it will always be a loss buying and selling," while "raising the price" means "harming consumers and affecting the market. In this process,Weijia Liangpi has always maintained the attitude of "refusing differentiated pricing and hurting consumers"

And regarding pricing issues,For the vast majority of catering enterprises, it is even more like "a nose full of tears".In the eyes of many practitioners, this industry is already a meager profit, but if the platform takes away most or even all of the profits, other "processes" including enterprises and merchants will not only be unprofitable, but may even be "inverted". In the long run, it will undoubtedly cause harm to the catering industry without any benefits.

So, how can catering companies break through the "encirclement" of platforms?

Experts say that on the one hand, the platform needs to reasonably allocate profits and greatly consider the interests of merchants, delivery personnel, and consumers; On the other hand, businesses need to be "one minded" because platform profitability is a dividend of the times, but the rules of the game are by no means static,In the context of shrinking consumption, all practitioners need to maintain a "reverence for all things" in order to collectively steer this ship towards the other side of the ideal.

However, to put it another way, for a private internet enterprise based on capital, the gap between the income of a small and medium-sized private enterprise based on entity is very large.In the end, it becomes difficult to make money or even lose money by becoming a physical entity. Why don't everyone invest in platforms and play resource integration? In the end, how many people will truly become a physical entity?

There are many similar things. For example, booking a "housekeeping service" on the "58 to home" platform costs 320 yuan for a 6-hour deep cleaning, but in the end, only 170 yuan truly falls into the hands of the housekeeping personnel, which is equivalent to the platform's 150 yuan withdrawal.Ultimately, this is the "one willing to fight, one willing to suffer" that capital brings.

Now, when searching for "Meituan" on search engines, the following articles and entries will automatically appear: "The antitrust sword has finally struck Meituan, and Wang Xing has remained silent." "How Meituan has gradually forced delivery boys to death." "Meituan's evil flower"

It is undeniable that internet companies like Meituan have not only solved a large number of employment problems in the context of the "economic downturn" in the past few years, but also provided a source of vitality for business prosperity and socio-economic development.

However, the ultimate goal of business should be to make most people feel the charm of equivalent exchange, rather than the endless "extraction" brought by capital; Capital, on the other hand, allows individuals and business competitors in society to participate in and experience the benefits of the market economy while enjoying the improvement of material and spiritual civilization.

Admittedly, both Wei's Liangpi and Meituan are indispensable members in the troubled financial world, but in the unpredictable real world,Focusing on individual survival, connecting the coexistence of all things, promoting high-quality development, and ultimately truly realizing the two-way flow of entity and capital.

So far, I hope that today's "Refusal to condemn without action" of the Wei Family Liangpi will be the beginning of tomorrow's forced capital to take the initiative to reflect. I also believe that under the basic principle of "stabilizing the economy and promoting consumption",No matter how sensitive the smell of capital is, the market can always give back the correct direction and positive force to society in the midst of big waves and sand.

Finally, food is the most important thing for the people, and food is the most important thing for the private catering industry. With the continuous improvement of industry supervision and more open and transparent market competition, the Weijia Liangpi "declared war" on Meituan takeout, which may soon become a story of "a single spark can start a prairie fire" in the catering industry.

Disclaimer: The content of this article is sourced from the internet. The copyright of the text, images, and other materials belongs to the original author. The platform reprints the materials for the purpose of conveying more information. The content of the article is for reference and learning only, and should not be used for commercial purposes. If it infringes on your legitimate rights and interests, please contact us promptly and we will handle it as soon as possible! We respect copyright and are committed to protecting it. Thank you for sharing.(Email:[email protected])

Mobile advertising space rental

Tag: Meituan Declare war eating appearance is too ugly Weijia