2 Enter meituan 、 Hungry? Hinterland , How strong is Jingdong takeout ？

source ： All day technology （ID：iawtmt） author ： juck edit ： Luo Lijuan

A fierce take away battlefield , When the pattern is set , Welcome an unexpected player —— JD.COM .

In recent days, , Jingdong retail CEO Xin Lijun confirmed in an interview with the media , The company has considered entering the take out business ,“ As for when to start , It depends on our ability , When can we set up a talent team .”

Although Xin Lijun did not disclose the detailed project promotion time 、 Commit to planning and target tasks , but 《 A bit late LatePost》 Some details have been exposed before .

According to the above media reports , Jingdong will go home with Jingdong App As a service carrier , Pilot catering takeout business in Zhengzhou and other cities , The subsidiary dada is responsible for the distribution . The business is still in the stage of exploration and promotion , from 6 month 7 JD's intra city catering business department, which was established on the th, is responsible for , At present, the team only 10 Left and right , The person in charge is luyinhong , Report to hehuijian , The latter reported to Xin Lijun .

Forward looking Industry Research Institute report shows that , The concentration of online takeout market has been very high ,2020 The market pattern of major take out platforms in the first quarter of , The proportion of meituan takeout 67.3%, Hungry accounts for only 26.9%, The share of the two cities has exceeded 90%; among , Meituan takeout accounts for more than 60%, Have an absolute advantage .

picture source ： Prospective industry research institute

Slow growth in the whole industry 、 The stage of profit , JD chose to enter the market where the pattern has almost been set , What is your intention ？ How much spray can it set off ？

01

Change frequently

Ran at the e-commerce retail track 20 Many years later , Jingdong, a veteran known for its conservatism, has made frequent business adjustments recently ： On the one hand, contraction is unfavorable to short-term commercialization , On the one hand, explore the consumption scenarios in the same city .

According to all-weather technology , JD recently adjusted the business of Jingxi Pinpin , It is intended to adjust the business back to JD retail business segment , As a whole 80% The personnel will terminate the cooperation with the third-party enterprise , Other employees involved in Jingxi Pinpin will be transferred to other positions .

at present , Jingxi Pinpin is only in Beijing 、 hebei 、 The three provinces in Henan Province are carrying out business , Other urban services have been closed . It also means that ,2021 It only developed in 、 In three months, he developed the whole country 12 province 70 Jingxi competition of multi city business , After completing the phased mission of rejuvenation , Will gradually withdraw from the stage .

Jingxi pinshang business area

There is no way to sink the market , JD has shifted its target to high-frequency consumption 、 Local life track just needed .

all the time , Local life is the competition of various enterprises “ The bestselling ”. Especially the core takeout business , In the early stage, it triggered a fierce money burning war , Enterprises do not hesitate to spend huge sums of money to seize the market . however , Among the many players who participated in the fight , JD rarely shows enthusiasm for this track .

Until last year 11 On the eve of , JD.COM App“ near ” The launch of the channel , It gradually shows its longing for local life . From the view of page layout and service content ,“ near ” Channel and meituan App The interface also has high similarity .

JD.COM “ near ” channel （ Left ）vs Meituan （ Right ） Interface

This year, 3 month , JD has made another organizational structure adjustment , Integrating some functions of the original JD retail Omni channel home business department and the omni channel ecological Department of the technology and data center, a new intra city shopping business department was established , Release obvious signals of overweight local business .

According to the delay LatePost learn , Intra city business is also one of the four important business directions of JD retail this year , And the supply chain 、 Omni channel and search recommendation are juxtaposed , It is called by JD internal employees “ The four must win battles ”.

Judging from the current exposure , JD may choose to avoid the first tier cities with the most fierce takeaway competition , Turn to the new first tier cities .

All weather technology also learned , Luyinhong, the person in charge of this business, was born in Jingdong as a trainee , It is not enough 40 A young woman of . She used to be the general manager of JD Kepler for a long time , It's not a business job , It is the technical and operational part . What's interesting is that , Luyinhong was also exposed to have served as the head of Jingxi Pinpin Sichuan region .

Quit the popular community group buying track , Turn to the catering and takeout industry where competition is fierce , The pressure on luyinhong's shoulders only increases .

Although Xin Lijun expressed his willingness to give the team more room to try in the local business , But it can be predicted , In the current environment , Jingdong group may not be able to invest much in new business .

02

attack as a means of defense

Even though the Jingdong takeout project has not been actually implemented , But the news came out , Or it has aroused widespread concern . At that time , There are many discussions about why JD decided to make takeout .

Li Chengdong, the founder of dolphin society, believes that , JD is not surprised to cut into the takeout scene , Early companies have been involved in investment ,“ If you want to analyze this action , The nature of defense will be stronger .”

In his opinion , Dada has long undertaken the delivery business of local takeout , With meituan to Shangchao 、 medicine 、 Expand business in retail and other fields , The competitive pressure faced by dada will gradually increase ,“ As a holding enterprise of dada, JD needs to make some layout .”

Disclosure of information ,2021 year 3 month , JD's subscription of dada shares has opened the road of cooperation between the two ; last year 10 month , Both sides also jointly released instant retail brands “ Hour purchase ”, Corresponding “ The online order 、 Store delivery 、 Hours or even minutes ” Pattern , It is fully undertaken by dada group .

In terms of business scope , Dada has undertaken the local real-time retail and real-time distribution business of JD , Covering Shangchao 、 medicine 、 Fresh food and other categories . This is also close to meituan takeout and hungry food business .

With the upgrading of meituan takeout and hungry Yao platforms , They evolved from delivering takeout to giving everything , Try to build non take out orders into a new growth engine of the platform .

For dada, which focuses on real-time retail , This is undoubtedly a challenge , If you don't try to fight back , I got it “ The cake ” May be separated . attack as a means of defense , Expand business scope , Straight kill meituan 、 Hungry? Core hinterland , And it's a chapter .

According to Zhuang Shuai, an analyst of Bailian Consulting , Takeout is just a high frequency （ Daily frequency ） category , What you do is important to improve user activity （ Viscosity ） Help a lot , Thus, the high-frequency category can drive the sales of low-frequency category .

Results show that , By 2021 year 12 month 31 Japan , Jingdong past 12 The number of active purchasers in the last months is about 5.7 Billion , Year-on-year growth 20.7%, The net annual increase is near 1 Billion users . Behind this seemingly beautiful data ,70% Of the new users are from the sinking market , With the contraction of Jingxi Pinpin , In the future, the new data of active users may face pressure .

If you pull out the single quarter data for comparison, you will find , Jd.com 2022 year 3 month 31 Number of annual active users per day , Compared with the previous quarter, the new 1080 ten thousand , The month on month growth rate was only 1.9%. meanwhile , This has been the year-on-year growth decline of JD's active users for six consecutive quarters .

JD, which is under pressure due to user stickiness , There is an urgent need to find a new way to pull up data . high frequency 、 Just needed takeout scene , It opens a breakthrough for it .

03

Track temptations

But in the highly concentrated takeout market ,“ latecomers ” How many more opportunities can JD have ？

Zhuang Shuai points out , At present, JD's biggest advantage in taking out is the acquired intra city distribution capacity of dada 、 Jingdong home and Jingdong “ Hour purchase ” Platform and users , And JD's technology and brand advantages .

Results show that , By 2020 year 3 month 31 Japanese 12 Months , Dada group has more than 63.4 Ten thousand active riders ; By 2022 year 3 month 31 Japanese 12 In the months , The number of active consumers on JD home platform reached 6790 ten thousand people . In contrast , On the meituan platform 2020 The annual income of riders exceeds 470 ten thousand people , The number of annual trading users reaches 5.1 Billion .

Although there is a certain gap between the two , But for new businesses , Dada has been enough to support the development of JD take out in its initial stage .

however , This does not mean that Jingdong takeout will be a success . Zhuang Shuai said , In addition to the ability to fulfill the contract of intra city distribution, taking out , It also needs a strong local push ability to develop and maintain businesses . In this regard , Obviously, the rising stars are better than meituan 、 Hungry? Lost the first mover advantage , It will take time to accumulate .

Besides , JD has always been... In the expansion of new business “ conservative ”, Xuran, the chief financial officer of jd.com, has repeatedly stressed , JD will not burn money for growth like other platforms . JD.COM CEO Xu Lei also said before , In the context of increased uncertainty under the influence of the epidemic , JD is more strictly controlling the pace of investment 、 Focus on efficiency while , It will also better reduce costs and increase efficiency 、 Resist the impact of external factors .

That means , JD is unlikely to open up quickly through price subsidy war C Mid-market , If you want to capture users who have formed consumption habits, you have to find another way .

But from the perspective of industry prospects , JD still has opportunities . Report of China Commercial Industry Research Institute （ abbreviation “ The report ”） Pointed out that , Benefit from the online consumption tendency of young people , The takeout industry in China is growing rapidly ,2020 In, the scale of China's take away catering market reached 6646 One hundred million yuan , Year-on-year growth 15.0%, expect 2022 In, the market scale of China's takeout catering industry will reach 9417.4 One hundred million yuan .

picture source ： China Business Industry Research Institute

Due to the accelerated pace of work and life , The number of users in the takeout industry is also growing . The report also shows , By 2021 year 12 month , The number of online takeout users in China has reached 5.44 Hundreds of millions of people , a 2020 year 12 Monthly increase 1.25 Hundreds of millions of people , Accounting for the overall number of Internet users 52.7%.

picture source ： China Business Industry Research Institute

Based on the industry trend of steady growth , Zhuang Shuai thinks ,“ In principle, whatever you want to do can be done at any time , The market is open 、 Dynamic and fully competitive .”

But he also said , JD's takeout has little impact on meituan in the short term , Because JD's geo push capability needs to be strengthened , The operation and management capacity of urbanization also needs to be improved , None of these can be quickly improved in the short term , It is very difficult to achieve the scale of meituan .

Usually , Of professional managers “ Trial and error time ” It's about 2 year . A person familiar with JD disclosed to all-weather technology ,“ All the projects are hard to do , Well done, more investment . Beijing likes to work hard for only two years , The two leaders of the clothing business group also gave two years .”

Although I don't know whether luyinhong will face the same time pressure , But Jingdong takeout wants to fight its way out of the Red Sea , We really need to speed up our pace .