China Food

Tea takeout is about to change, and the big platform of 600 million users and millions of merchants will do great things



 



外卖从此有个新平台——抖了么。

 


On Aug. 19, eyaime and Tiktok jointly announced the cooperation.

The former has millions of merchants, mature operation system and all-weather real-time distribution capability; The latter has 600 million daily active users and strong grass planting content generation ability.

Due to the delivery of the last 100 meters, the two were successfully married.

According to the logic that Coca Cola and Mengniu established a joint venture company and named it “keniule”, netizens chose a new name for the joint venture of “hungry” and “Tiktok”. Even came up with the slogan: “if you’re hungry, shake it!”!

What will the 600 million daily delivery platform bring to the tea industry? How should you develop it?

See, point and reach

The concept of “heartwarming takeout” will soon be launched

In July of last year, Tiktok’s take out business “heart take out” began its internal test. Five months later, the internal test of the project was suspended and the small programs were removed from the shelf.

After that, Tiktok did not directly launch the take out function, but made a curve comeback in the form of “group purchase and distribution”.

It is understood that the packing fee and distribution fee of this type of “group purchase distribution” have been included in the total price, and the delivery of takeout is completed by dada, flash delivery, SF or self delivery. Tiktok gives its own distribution team. If the distance is more than 10km, the customer may have to pay some additional fees.

Tiktok Xinxin takeout

This kind of “take out” is more suitable for home and party scenes such as stewed meat, crayfish and barbecue. It is not friendly to the afternoon, dessert and tea.

It’s reasonable that Tiktok’s take out business, which can’t help merchants solve the “last 100 meters delivery”, has not done much before. Some people have summarized this phenomenon as “no delivery at all”.

As early as the launch of “heart take out”, some people helped Tiktok to make suggestions. If she wants to eat this big cake, she needs to build her own distribution team and cooperate with others. If you want to open the situation quickly, meituan and hungry are the first choices.

This time, there are three key words in the cooperation between Tiktok and eyaime: namely, see, point and reach.

Hungry, rider

The two sides said that they would work together to explore new scenarios for upgrading local life services, and deeply connect merchants and consumers through high-quality content, rich goods and efficient logistics and distribution.

According to the cooperation, based on the open platform of Tiktok, with small programs as the carrier, and through rich product scenarios and technical capabilities with Tiktok, emy will help millions of businesses to provide local life services from content planting, online ordering to real-time delivery for 600 million Tiktok daily users.

The “heart warming takeout” that is packaged and delivered will soon become a reality from a concept.

Flow of Tiktok pipe

Hungry? No matter the service, but the merchants are also worried

A good thing is a good thing. But we also need to pour a ladle of cold water first.

In the past, we used to do takeout. After opening the store, we need to upload the product map and description. In the future, we need to do it according to the rules of the takeout platform

Media business cooperation: Amy (wechat: 13701559246);

Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);

Read the original text

Tea takeout is about to change, and the big platform of 600 million users and millions of merchants will do great things

一位茶饮连锁相关负责人表示,从去年12月开始,他们市场部人手翻了一倍,增加的人员数量就是负责抖音、小红书、视频号内容的打理。在这之前,这些内容产生主要是为了品牌宣传、造势,没有太多实质性转化。

而今年兴起的团购、直播给了这支队伍用武之地,内容有了变现渠道后,虽然利润并未大幅度提升,但至少不再只是花钱。

抖音外卖要来了

抖音、饿了么的联手,对于他们而言值得期待。

过去外卖依靠折扣、排名以及大量推广,使得稍晚入驻的他们有些被动。但现在,只要内容能够吸引人,就有可能冲出成熟外卖茶饮品牌的封锁,对于用心做产品、做内容的新品牌也是利好,至少有一线生机。

不过,令广大商家焦虑的问题仍然有。两大平台还未官宣入驻方式,对于商家是否有月单量、视频内容制造能力、活动配合度等限定,会不会对大品牌优先内测,是其担忧的问题之一。

另外一点则是平台扣点如果居高不下,再加上视频制作、平台推广、达人付佣等成本,都将稀释产品利润。

做与不做,成为茶饮商家新的选择题。

关于抖音外卖怎么做的讨论已经有很多

2018年,答案茶通过抖音成为现象级茶饮品牌。

2019年,茶饮“万单店”助力不少茶饮品牌成功从线下走到线上,并开启大规模拓展局面。

3年后,在抖音与饿了么的联手,很难再像曾经那般免费流量扶持、大力补贴。面对新渠道,商家要付出比以前做外卖双倍以上的精力与成本才能有所建树。

“内容+购买+服务”的外卖新故事,即将开演!

作者:小W;来源:中国饮品快报(ID:zgypkb),转载已获得授权。

媒体商务合作:Amy(微信号:13701559246);

转载授权及媒体合作:Jennifer(微信号:15151447934);

加入社群:Cherry(微信号:15262433826)。


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