Hungry? What do you want to keep young people?

On July 10, hungry Mo announced a comprehensive upgrade, and Wang Yibo, a star after 1995, became the spokesperson of the brand image. In six micro films, Wang Yibo incarnates as “Blue Knight”, riding a motorcycle to complete various orders. < p > < p > in early August, hungry Mo celebrated the spokesman’s birthday with high profile. From making light signs and banners, to occupying billboards for buses, taxis and shopping centers, and then to wrapping up the whole yacht and hot-air balloons, slogan, who was hungry, went into the sea with the poster of the spokesperson, and played a wave of advertisements. < / P > < p > hire star spokesmen, shoot promotional videos, replace slogans, and add live and short videos Hungry? Is trying to attract more young people. This is the last moat from the university campus. < p > < p > on July 17, a new version of app was launched. The upgrade covers four aspects: from delivering meals to providing all-round services for city life, personalized recommendation, content-based interaction and member system upgrading. < / P > < p > are you hungry now? The app is dazzling. New channels such as leisure entertainment and beauty / medical beauty have been added to the home page, which allows online booking of sports and fitness, parent-child entertainment, manicure and hairdressing, medical cosmetology and other services; at the bottom of the page, the original “discovery” column has changed to “Zhenxiang”, and the content has changed from focusing on pictures to short videos and live broadcast shared by certified brands and food experts; the member system has been comprehensively upgraded, and preferential rules have been greatly generated Change. Chen Li Teng, an analyst at ecommerce Research Center, told yiou that adding content attributes has a certain value for the retention of users. The content-based interaction reduces the tool attributes and increases the breath of life.

, but the rich and diverse content forms failed to attract the attention of users. Instead, the upgraded membership system soon came to make complaints about the complexity of rules and the shrinking of concessions. < / P > < p > contradicts the positioning of “not only delivering meals”, but also the revised version of the system is called “food card”. The original “hungry” ordinary users and members have become “food card” and “super food card”. After placing an order, they can obtain 20 and 100 “eating beans” respectively, which can be used to exchange various rights and interests such as red envelopes. < / P > < p > compared with previous members who can get 1 bonus for each order, the so-called “bonus of 1:100 upgrade of peas” is considered as “inflation Award”. Many old users reflect that a little calculation will find that the membership interests have actually shrunk. < p > < p > senior user Xiao Liu (pseudonym) told yiou that the first two rewards can be exchanged for 4 yuan red packets, and 5 yuan reward fees can be exchanged for 6-8 yuan red packets. However, after the revision, 200 edible beans can only be exchanged for 3 yuan red packets, and 500 food beans can be exchanged for about 5 yuan red packets. From rewards to food beans, the number has been enlarged by 100 times, but the discount has been reduced. Xiaotian (pseudonym), another senior user, said that the monthly fee of the super food card is 10 yuan / month, and you can get 4 coupons of 5 yuan. If you don’t calculate the reward of saving food beans, you can save 10 yuan. In fact, non members can get some 2-4 yuan coupons through sharing, and get less beans when placing orders. In contrast, there is no need to buy members. < / P > < p > you need to collect them manually, automatically disappear if you don’t get them within 3 days, clear them after expiration if you don’t use them for 6 months, and you can cash red packets at a fixed time every day Many similar designs just want to attract users to stay in the app for more time and bring more transformation possibilities. However, they increase the cost of rewards for users and cause users’ dissatisfaction. < / P > < p > < p > these mechanisms, such as receiving after completing an order, exchanging cash rights and interests, and earning by doing tasks, are easy to associate with “gold rush”. In fact, hungry people are becoming more and more like Taobao. < / P > < p > are you hungry? Insider Xiao Ming (pseudonym) tells yiou that it is xiaoyaozi (Chairman of the board of directors and CEO of Alibaba group and Zhang Yong), the leading figure in Alibaba’s local life business line, and the Taobao team led by him. This explains why there are many places where you can see the shadow of Taobao after upgrading the app. < / P > < p > “for example, when you are shopping on Taobao, you can see pictures in the list, which are usually real pictures of babies. Are you hungry now? You are also doing this, that is, changing the head image of a business from a logo to a real picture of a dish, which may make users more eager to buy after seeing it.”

but Xiaoming can not help but Tucao, in order to promote the brand of business, the team spent a lot of effort before they could make complaints about the habit of making logo with their heads. < p > < p > Li Chengdong, an angel investor in e-commerce and an analyst in the e-commerce industry, told yiou that frequent changes in the team lead to unsustainable playing methods, which is one of the important reasons for the ups and downs of performance in recent years. < p > < p > before the acquisition in 2018, the core of the senior management team of famo was Zhang xuhao and other co founders. In April 2018, after Alibaba’s wholly-owned acquisition, the founder team faded out completely. Zhang xuhao also left quietly after fulfilling the one-year binding agreement. He is now a partner of Yuanjing capital. < / P > < p > “hungry is the professional manager team, and meituan is the founder team. It is a common phenomenon that the management team can’t beat the founder team. ” Li Chengdong said. < p > < p > Zhang xuhao wrote in his internal letter at that time that “we chose to fully integrate into Ali ecology in order to better continue along this road.” the future trend will be the collaborative operation of new retail and catering delivery, and Alibaba has the strongest and most perfect ecology in the new retail field. “. However, according to Chen Li Teng, Ali’s layout in local life is mainly through mergers and acquisitions to integrate the advantages of various sectors. This also leads to the actual operation, need a certain amount of time to run in between the various plates. < / P > < p > during this period of time when meituan commented on the listing of Hong Kong and launched the food + platform strategy. With “eating” as the core, meituan took the lead in opening a comprehensive layout covering catering, entertainment, fresh retail, hotel accommodation, travel and other local life services. < / P > < p > today’s hungry has become the most important “chess piece” in Ali’s local life plate, but it is no longer the opponent of meituan, the “super app”. < p > < p > according to a consumer survey, the two age groups with the highest concentration of takeaway consumption are 18-25 years old and 26-30 years old, accounting for 36.1% and 22.5% respectively. In other words, the post-90s generation is the largest consumer group of takeout, accounting for more than 50%. < p > < p > in terms of the age distribution of users, hungry is really younger. According to the data of AI media consulting, 65.27% of users aged 24 or below are on the platform of hungry food, while 52.59% are on meituan takeout. < / P > < p > more scenes are moving from offline to online, and consumer profiles are changing. The data shows that since the outbreak of the epidemic, the consumption of users after 60 has increased rapidly, and the online drug, supermarket and vegetable shopping fields have doubled; the number of users before 80 (40 years old +) has also increased rapidly, with the highest year-on-year growth rate among all age groups. < / P > < p > eating, drinking, playing, clothing, food, housing and transportation, everything related to life is on the embrace line. “These changes are likely to be permanent, leading to a larger” ripple effect, “said he Dayong, managing director and global partner of Boston Consulting < / P > < p > the fast-moving Internet giants have assembled. Tiktok, the two old faces, the Kwai Chung, the new voice and the fast hand join the war. Even Baidu, who has already sold the takeaway and local service platform business, wants to kill a “back fire gun”. < / P > < p > however, meituan, which completed the layout ahead of schedule, has become an absolute success with 450 million users, 6.2 million active businesses and nearly 4 million riders. Meituan has formed an unshakable competitive barrier in the field of local life. According to trustdata, in the first quarter of this year, the transaction volume of meituan takeout platform ranked first in the industry with 67.3% of the total transaction volume, while the proportion of hungry was only 26.9%. < p > < p > Ali also realized that it was difficult to compete with meituan, who had been living in the local area for many years, relying only on hunger and word-of-mouth, and began to attract the whole ecological members to fight with meituan. It will be a protracted war. < p > < p > in June 2019, when asked in an interview, “where is the decisive point between meituan and hungry? CEO Wang Lei clearly stated that” it is meaningless to divide the stock, what Ali needs to do is win increment “. < / P > < p > “from delivering takeaway to delivering everything”, you are trying to explore incremental business by expanding business boundaries. Wang Lei said that “going to Taobao” was a little long because of its scale and system. After integrating into the economy and opening up the internal resource base of the group, the integration dividend is gradually released. However, Xiaoming said that there is not much so-called ecological synergy effect in the current flow. In the hungry order, only 30%-40% comes from Alipay. In this regard, meituan app, as a centralized platform, has more obvious advantages, and the traffic of all local life services are gathered together and cannot be separated. < p > < p > Ali wants to maximize the combined traffic in the form of multiple terminals and multiple outlets. Xiaoming believes that the realization of this strategy depends on the specific institutional arrangements. “The main thing is to see whether it can be implemented in the assessment, which is to turn the number of drainage into an assessment standard.” < p > < p > deep foundation, large volume and strong ecology are the dominant genes of Ali economy, but not all species in the ecology should copy the development path of Taobao. In fact, the core needs of users may only want to order a meal, punch a card and scan a code. < / P > < p > it’s just like the six promotional videos show: to send the beautiful little brother, to read the birthday congratulatory message affectionately, to draw a smile on the takeout list, and to deliver the meal to the customers who eat the supper without ringing the doorbell and clapping their hands