Thousands of companies swarmed all over the country. Is it a good business to operate with takeout?

Is the takeaway operation really reliable?

Before discussing whether the take-away operation is really reliable, I think we can discuss whether the catering brand design, catering space design and catering training are reliable.

Seeing this topic, I guess most people will say that these are quite reliable. Why reliable? Because the delivery of these things and the delivery of take-away agents are different in the minds of most businesses, the design class delivers pictures or drawings, the training class delivers processes and experiences, and the take-away agent delivers "money (turnover)".

In the delivery process of the design training course, Party B actually controls the leading influencing factors. When we first analyzed the essence of takeaway, we mentioned that "the essence of takeaway is to provide users with products that meet their needs and earn reasonable profits from them". Under this logic, the dominant factors actually returned to Party A's hands.

If these basic factors are good, what Party A needs to do is to ignite the fuse through skills. These basic factors can't be done well, and even the best agency operation is powerless.

Whether it is really reliable is actually a relative concept. First of all, we must make clear the purpose of finding an agent to operate. The businesses I meet generally have the following needs: 1), single volume growth (show the data, and then you will know); 2) Increase the gross profit (this is what I encourage at present, and get more gross profit without increasing the fixed cost); 3) Human resource outsourcing (self-recruitment involves explicit and implicit costs such as recruitment, training, management and labor services, and sometimes it is not as cost-effective as outsourcing).

Among the above categories, the first category and the second category have the strongest growth demand, and it is also the most prone to unreliable things here. Unreliable actually means that the cost paid by Party A is much higher than the value created by Party B. So this has a lot to do with Party B's charging mode, operation level and Party A's basic conditions. Of course, we don't deny that there are many "fried chicken" service providers in the industry, such as charging thousands of dollars a month, how many orders do you promise to give you? Do not meet the follow-up service, no charge.

Generally speaking, there are three most popular charging modes for take-away agents: pure cash withdrawal, pure service fee and basic service fee+cash withdrawal.

There are few service providers that provide pure point-lifting mode. Generally speaking, large service chain merchants will adopt this model, which is the least risky model for merchants, because it is purely based on the effect of payment, and it is more important for operating companies to make effects than to sign new customers.

The mode of pure service fee (relatively high price) is the most risky for merchants, because it is the same regardless of the effect, and the effect of renewal is the same for operating companies.

The mode of basic service fee (relatively low price)+promotion point is a relatively good way for merchants and agent operators to weigh their respective interests, because the final effect is the superposition of merchants and agent operators. The basic service fee paid by merchants is used to ensure that the operation team can complete the normal service process, and the basic cost can be paid regardless of the good or bad results, and more income comes from the actual results.

Is there a bigger future for takeaway operations?

The world is bustling, and take-away agencies come and go. There are constantly teams that have heard that they are going to terminate their business, and new teams are constantly coming out. Like the catering industry, this industry keeps opening and closing stores, which has solved many employment problems.

In the second half of the year before last, take-away agents became popular, including teams that got financing quickly with good industry resources, teams that resigned from the platform and started cooperation with several small partners, teams that were originally engaged in the operation of e-commerce agents, and teams that were independent from brand companies ..... I got a list last year, and the list was basically well-known teams in the country or local areas. There are hundreds of them alone. Counting the rest of the team, there are at least thousands of companies operating as take-away agents in the country.

In such a hot market, the news of several companies' financing came out frequently the year before last, but the market seemed to suddenly cool down last year. No longer hear a lot of explosive news, is this market itself a false proposition or is there other reasons?

First, let's see how big this market can be. Many people use Baozun (an e-commerce organization listed on Nasdaq) for comparison. At first glance, e-commerce agents and take-away agents are indeed similar companies, both doing agency business, but after careful analysis, it is found that they are not. Regarding the biggest difference between catering agency operation and e-commerce agency operation, I think the service industry is different. Catering is a localized service-oriented business, and e-commerce is more based on global standardized product business, just like the difference between their eco-company Taobao and Hungry.

If we can't compare a listed company, it means that we are creating a new format. Under the new format, we have to do two verifications before we can imagine the future space.

The first verification is value verification. Simply put, value verification is whether the customer is willing to pay for the service. From this point of view, I am positive, because a large number of companies have successfully verified this matter. The second verification is growth verification. I think all the operating companies are basically stuck here now. If the growth model cannot be verified, it means that this business should be small and beautiful. Of course, it seems that there are few or no listed companies engaged in the planning, design and training of catering brands.

Why are takeaway institutions stuck in the growth model? Because "take-away operation" products earn income by providing agency operation for merchants, and the main body of this operation is people. Most importantly, this is not a person on the assembly line like a factory. It is difficult to copy a comprehensive operation talent. No matter how strong a person's ability is, there is a limit. A day is only that long, and the things to be done will not be reduced, which means that the total value creation is limited (this limit is different in different companies).

In other words, the growth of take-away agents is essentially the growth of people, and it is a linear growth of doubling the number of people put in. But unfortunately, the growth of people has not solved the growth of business. At the beginning of the article, we talked about whether the take-away agent operation can achieve results. The leading power is not in the hands of the agent operation company, but in the hands of the merchants.

I think the operation of take-away agents will go further if they meet the following requirements:

1), which can continuously provide more value than the cost paid by the merchants.

2) Improve the healthy personnel training and training system (although the word training can be disassembled into training and training, I want to understand it as a system of theoretical teaching and practical training).

3), through the monthly compound interest retention rate to test whether this system really continues to provide value for businesses.

4) Improve service efficiency through scientific and technological means. For example, the boss can provide intelligent bidding service at present. Originally, bidding was controlled by manual experience. Now, the bidding can be automatically calculated and adjusted according to historical data and business circle, which greatly reduces the problems caused by manual bidding, such as no money, too fast money and unreasonable bidding. Of course, many companies are actively expanding their surrounding formats, such as supply chain, finance, SaaS system, joint development and brand management, training and other catering-related businesses.

? label

As a part of the take-away ecology, take-away agent operation, like many catering brand design companies and training companies, will exist under the whole trillion-dollar market, and no giant can do it all.

With the deepening of the operation of take-away agencies, there are more and more business data of various dimensions (such as user ID, user address and other information brought by the natural data integrity of take-away, which brings great imagination for how to accurately serve users in the future), and the super engine that can plug in big data and artificial intelligence may bring more innovations to the catering industry in the future.

To tell the truth, no company will have a success rate of 100% (anyone who dares to advertise like this can be directly judged as a liar). If you are not prepared to try and make mistakes with a little money, you'd better study hard and see more chopsticks to play with your mind. The biggest cost of self-study is only time cost and mental cost. At least when the cost of money is small, we won't be so boring.

Maybe everything I said above is wrong. This article only provides me with a perspective of thinking, and I hope everyone can treat it dialectically!