Meituan established a new retail business group. What do you think of the comments of the US Mission on this structural adjustment? (Organization chart of the United States Mission? )

The structure of Meituan is clear, and the most prominent point is to set up a new retail and taxi business group.

As we all know, Meituan started with group buying, and now its main business comes from take-away. In the first half of the year, the contradiction between Meituan and Alibaba intensified. 20 17 April, Alibaba invested 400 million dollars. Are you hungry? After that, I bought Baidu takeaway when I was hungry, and got the traffic support of Ali Department such as word of mouth and Alipay. The competition pattern in the take-away field is getting worse and worse, and the US Mission will not be satisfied with the take-away business, and is constantly expanding its borders.

Despite the difficulties, the new retail and taxi business will become a breakthrough for the US Mission.

On July 20 17, Meituan opened a supermarket called "Palm Fish Fresh", which covered most categories of ordinary fresh supermarkets. Place an order online and deliver it to your door within 5km 1 hour.

It is more like selling meat and poultry, aquatic products, vegetables, snacks and other commodities in a traditional supermarket. Box horse has set up a food processing zone, and after purchase, you can choose to eat delicious food in the restaurant, but Meituan does not.

In the field of aquatic products, palm fish does not have a large aquarium to supply fresh aquatic products like a box horse, and all of them are frozen. Meituan is still not as good as Ali in the supply chain. However, in the future, Meituan may enter the offline and combine with Meituan's take-out O2O platform. There may be a central kitchen for takeout+central kitchen in the future.

Looking at the taxi business, since travel can be combined with takeout, eating, drinking and having fun can also be combined with taking a taxi. Eat, watch movies, sing K, and be sure to go home. This series of behaviors takes place in a coherent scene. Meituan officially launched a taxi in Nanjing, and the effect was good.

Takeaway and travel are not the first time. Uber's UberEats food delivery service is excellent. According to Uber, as of July this year, among the 108 cities it covers, UberEats food delivery service has achieved profitability in 27 cities.

After Didi acquired Uber, the market structure of online car was initially established, and Meituan undoubtedly found itself a strong competitor.

Since Ma Yun put forward the concept of "new retail" at the conference, there is no doubt that new retail has become a hot spot, and travel business is likely to become the next growth point.

Meituan chose these two businesses as the exploration to expand the border. Can it seize the next big vent to achieve counterattack? Can you kill a way out after getting rid of Ali and Didi?

In any case, it is worth a try for the US delegation.

The new retail is a basket into which everything can be put.

Regarding the retail reform, Suning. com's main concept is "smart retail", Alibaba Ma Yun throws out "new retail", and JD.COM focuses on "unbounded retail". But in essence, it is "online and offline integration" and "technological innovation changes offline trading scenarios".

It can be said that whether it is smart retail, new retail or unbounded retail, on the one hand, from the sales scene, it breaks the online and offline sales boundary, allowing users to buy at any time; On the other hand, from a technical perspective, it is the retail scene change or upgrade brought by "Internet plus retail" or "artificial intelligence plus retail".

For unmanned convenience stores, vending machines, etc. , whether Suning, Alibaba or JD.COM, these giants are laying out and setting foot in.

According to the "Beijing X Plan", JD.COM has successively formed alliances with Tencent, Today Headline, Baidu, Qihoo 360, Netease, sogou and other major "traffic kings", reaching nearly 100% of Internet users, and establishing all-round display and reaching scenes for products of various businesses.

At the same time, JD.COM and Tencent launched the "Jingteng Unbounded Retail Solution" to empower the brand. Relying on Tencent's social, content system and JD.COM. COM trading system, for the brand to create online and offline integration, in-depth customization of services, scene transactions highly integrated retail solutions.

In a word, the biggest advantage of JD.COM as an e-commerce platform lies in online traffic and data analysis and technology accumulation based on years of e-commerce platform operation. It can be said that JD.COM and Ali, relying on their respective layouts, have achieved the segmentation of online shopping users, set up certain barriers, and are also seeking to enter the fields that the other party is good at.

On the surface, these concepts of "unmanned sales" may lead to the disappearance of posts such as shopping guides and salesmen, but more importantly, these unmanned convenience stores can cover areas that many traditional convenience stores cannot put in, and open up new sales scenarios.

So, what will Meituan's new retail do?

Is it to improve the arrival rate of platform merchants, or to open the boundary between in-store consumption and take-away consumption? Or others, such as providing unmanned convenience stores, restaurants and other technical solutions that also involve offline retail scenes, are worth thinking about.

In today's "new retail", Meituan has set up a business group with great fanfare, instead of exploring its own boundaries again.

The boundaries of the US Mission have been changing.

Meituan is actually a somewhat special company. Speaking of Meituan, it is famous, but when you ask him what his main business is, it is not as clear as other big companies, and often everyone can't say for sure.

Someone once described Meituan as a "big stick: not sharp enough, but big, with many possibilities. This stick can insert countless needles.

How many needles to insert and where to insert them are things that the US Mission has been considering. They think:

When enough needles are inserted, this big stick becomes a mace.

Meituan is a company with breadth strategy. From the outside world, it seems that they have the ability to seize new business opportunities and constantly expand their business boundaries.

However, it is inaccurate to think that they are a company with a high success rate in new business, and we should not have high expectations for their success rate in new business.

Changes in the new business of Meituan

During the development of Meituan 20 13 to 20 16, Meituan has been vigorously laying the breadth. His path is to develop new business all the way and close the old business all the way. Of course, for them, this is a reasonable "trial and error."

2065438+On August 20th, 2005, Meituan closed its catering business, Meituan Breakfast. Because of the limitation of time and space, the flow of breakfast business is very small.

2065438+February, 2006 1 day, Meituan announced that it would stop covering dozens of services such as door-to-door massage, door-to-door maintenance, door-to-door cleaning and driving.

On April 28th, 20 16, Meituan turned off the balance recharge function.

In the early years, Meituan tried nearly 10 businesses such as breakfast take-out, queuing machine and Wi-Fi, but all failed and gave up.

At the beginning, Meituan was also strongly stationed in the charging treasure, intending to bind the interests of group buying and take-out with it and form a larger traffic platform through the entrance of the charging treasure. However, it only existed for less than three months, and Meituan closed the charging treasure business.

The cat's eye movie, once the core of Wang Xing's "T" strategy, suddenly sold well, which made people stunned.

Therefore, the stick of Meituan is really an iron stick, a needle in running water.

New retail is a new field.

At present, online traffic is increasingly tight, and new retail has become a new outlet. The entry of giants such as Ali has also begun to gradually promote this field.

Now, Meituan has set up a separate business group for the new retail and taxi business, which shows that it attaches importance to these two businesses.

In 20 17, meituan actively laid out and set foot in every small outlet, unmanned shelf and convenience store of new retail.

Facts have proved that the exploration of new formats by Meituan is endless. They also believe that they will never stop exploring new business, even if it is full of setbacks and will fail at any time. Failure is painful, but you must try, because if you don't try, you have no chance.

Facts have proved that the layout of the US Mission has indeed given investors and the market a brand-new valuation. On June 65438+1October 65438+September, news came out that Meituan had completed a new round of financing of USD 4 billion, with a post-investment valuation of USD 30 billion.

The US Mission has been evaluated by the outside world as a "missed opportunity". There are still many places to try to find a balance between "giving up" and "getting". What if the new retail project fails?

The new retail is a box, everything is put in it.

The structural adjustment of Meituan has undoubtedly sent us a message: Meituan has incorporated taxi and offline physical retail business into its strategic core, and will invest more resources in these two sectors in the future.

After a new round of financing of $4 billion was completed in June 5438+ 10 this year, the valuation of Meituan Review reached $30 billion. However, the main support for the valuation growth of Meituan is the take-away business. In the face of the challenge of being hungry, the US group take-out is still a money-burning project. In order to continue to achieve steady and rapid growth, Wang Xing's strategy is clear, that is, to continuously expand the business boundary, find new projects that can form synergy with the current take-away business, and realize the diversified growth of the future US Mission business.

From the characteristics of take-away business, Wang Xing chose new retail and taxis as a breakthrough, and took take-away as the core business into the new retail business group. It is not difficult to see that Meituan is determined to achieve the growth of new projects through business collaboration.

As early as in an interview with Caijing, Wang Xing analyzed the current online car market: "On the one hand, the existing online car can not fully meet the needs of users. On the other hand, this is locationbasedservice, and the business characteristics of Meituan have a lot to do with its location. There are still many similarities between takeaway and taxi.

Similarly, for the new retail, Meituan also invested in fresh palm fish, scarlet convenience, Kangpinhui and so on. Although these projects are slightly thin compared with the new offline retail ecology that Ali has formed. However, the mature external supply chain of Meituan can add a lot of color to new retail. First of all, Meituan can meet the daily supply of convenience stores with cooked food, fresh food, snacks and daily necessities on the take-away platform; Secondly, the delivery team of take-away food can deliver and turnover shelves in time.

Moreover, under the circumstances that the new online traffic is gradually withering and the acquisition cost of new customers is getting higher and higher, it is another way to expand the market to get direct contact with offline traffic through new retail. Different from traditional retail stores, Meituan's new retail will mainly use the combination of online and offline access to the Internet, adopt unattended shelves, guide users to buy by themselves, and scan codes for shopping and paying bills on mobile phones. This is equivalent to cutting the cake of traditional retail stores again on the existing basis and grabbing more incremental market share.

With the launch of new retail and taxis, Meituan Review is establishing a closed loop around catering, entertainment and life services. Although, in this process, it will definitely compete directly with companies such as Didi and Hungry. However, based on the solid user base of Meituan Review, there are still many things to be done.

I'm Tao Huang, the author of the best-selling book Detonating Super Personal IP, the founding investor of Tiansheng Everything, and the lead singer of Xia Tudong and the band. Welcome to follow me and learn more about the Internet, technology, entrepreneurship, personal ip and new species.

Meituan has established a new retail business group, and this structural adjustment is also to adapt to Meituan's business development, market situation and competitors.

1. The combination of in-store integration and in-store catering, together with the review platform, forms a new in-store business group, which is a mature business of Meituan and Volkswagen and an advantageous business. First, it is conducive to the deep integration of the entire resources of the US Mission and the public comment, and to put an end to all kinds of waste, waste of resources and idling of personnel. This business is also a cash cow for Meituan. Through this integration, we will strengthen this business, provide stable cash flow for Meituan and support the development of the company's new business.

2. A new retail taxi business group has been established, and the take-away business belongs to this business group, and Wang Huiwen is responsible for it. There are several key points. First, the new retail was originally proposed by Ma Yun of Ali, and both Ali and JD.COM are developing vigorously. For example, the box horse fresh food that Ali is focusing on now is developing very rapidly, and the new retail in JD.COM is also booming. At the same time, unmanned shops and unmanned counters have sprung up, which is a great challenge for the US Mission. Therefore, the US Mission responded positively and made substantial adjustments in organization and personnel. Secondly, I look forward to Wang Huiwen who is in charge of this business. This man is good at fighting. This person has made great efforts and contributions to the development of Meituan in recent years. The execution and combat effectiveness of the push team led by him should be the top two in China. Wang Xing gave him the most important take-away business of Meituan and the next extremely important taxi business, which shows the trust and dependence of Meituan and Wang Xing. Third, the taxi business was officially promoted to a business group, which is also the highlight of this adjustment. Last year, Meituan quietly launched a taxi business, which was very low-key at that time and was only carried out in several cities such as Nanjing. At that time, my intuition was that Meituan was going to enter the taxi business, but at that time, the market competition was extremely fierce, so it was just a quiet pilot. One is to exercise the team, and the other is to accumulate all kinds of data. Now that the time and conditions are ripe, it will be extended to business groups and promoted on a large scale.

3. The wine tourism business group and the platform of Meituan remain unchanged, and Chen Liang is responsible for it. This is just a business adjustment, and there is not much bright spot.

These are just my humble opinions and opinions. You are welcome to make more comments.

Takeaway burns money, taxis burn money, and wine tourists lose money. The concept of new retail is not new. Meituan belongs to the valuation reconstruction after financing kidnapping investors, and its listing is far away. If the cash flow is still negative, I wonder if Wang Xing's third venture will become the first two.

First, let's talk about new retail. This is a big cake that Internet industry tycoons are scrambling to chase. Ma Yun is working as a Tmall store, JD.COM is working as a convenience store in JD.COM, and Meituan has its own various store-visiting industries. Naturally, it is necessary to insert a thick stick in new retail to make up for the scope that online business cannot cover.

As for the taxi business, it can be regarded as a perfection of the industrial chain of Meituan. Meituan's catering, wine tours, movies, etc. , combined with taxis, can form a complete industrial chain. For example, when a customer booked a restaurant in Meituan, he needed to take a taxi, so he didn't need to jump out of Meituan, and chose other taxi calling platforms to achieve one-stop service. This is also useful for improving the customer experience of other businesses of Meituan.

On the one hand, Meituan.com's organizational structure adjustment is based on its own business considerations, and on the other hand, it is accompanied by the actions of its competitors.

As can be seen from the screenshot below, the new retail taxi business group joined this time is not groundless, and clues can be found in the actions before the US Mission.

Then, the question is, why is there a new retail taxi business group?

First, the taxi business of Meituan.

During Valentine's Day on 20 17, Meituan launched a taxi service in Nanjing in a low-key manner. Contrary to popular speculation, Meituan did not access third-party taxi services, such as Didi diversion; Instead, I rolled up my sleeves and did it myself, just like fighting Didi. However, at present, Meituan has not cut its business into two cities. It has been almost 1 year, and finally something was done at the end of 20 17.

The taxi market is not so easy. Didi taxis account for 80% of the domestic market share. This giant is hard to shake no matter how hard the US Mission burns money. Then, if Meituan cuts into the taxi business, it must be feasible to cut into the usage scene of Meituan users, solve the travel problem of Meituan users in the closed-loop consumer circle, and solve this distance problem.

It was through nearly a year of testing water that the taxi business group was established, and the US Mission decided to penetrate the market. It seems that the share of Didi is less. However, Meituan should focus on the consumer demand of platform users in the taxi business, rather than fighting price wars with Didi. If the money-burning war is launched again, I am afraid that Tencent behind it will not pay the bill.

2. What did Meituan do in the new retail?

Before watching the US Mission, let's take a look at what the hottest Alibaba mentioned in the new retail has done:

If Alibaba continues to acquire like this, I'm afraid it will bring all the offline supermarkets under its banner and join hands online and offline, which is terrible.

Seeing this situation, Meituan.com obviously wanted to make a difference in the new retail situation, so Meituan.com invested in the following companies:

But they are all entrepreneurial companies, which are different from the mature large supermarkets invested by Alibaba. After all, compared with the super empire Alibaba, Meituan. The power of com is limited.

However, Wang Xing's ambition should not be underestimated, which is why Meituan wants to bring new retail into the new business group. We'll wait and see what happens later.

With the progress of people's informatization and people's accurate choice of certain industries, the so-called enterprises should keep up with the needs of the public, understand what the public needs and establish a new framework, which also proves that enterprises are promoting new ideas and competitive concepts in the industry, greatly improving the practicability of people and materials. .