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这次无界沙龙的主题是移动互联在餐饮行业的创新和应用,最精彩的部分,来自于淘宝本地生活资深经理谷鬼兄的分享。谷鬼兄的团队在淘宝负责淘宝点点的开发,这是一款APP,两个月前阿里就称这是一款“足以改变行业现状的、革命性的本地生活类产品”。用户可以在淘宝点点上选择餐厅,预先点好菜,到了餐厅后,一扫餐桌上的二维码,厨房就知道客人到店了,预先点好的菜单就会立即开始准备。它将信息带到了厨房,在厨房与客户之间建立了联系,这是移动互联网有价值的地方。

大公司的研发总有一套自己的思路,谷鬼兄的团队对餐饮行业做了一番剖析,总结出了一些东西,可以用四七三三四来概括,我们总结出来分享给大家。

四个象限

在移动互联的时代,设计产品的时候,可以用象限法来确定自己的定位。上面是信息,下面是交易,左边是软件,右边是互联网。任何一款移动互联网的产品都可以在象限中找到自己的位置,比如大众点评网,它就可以被归为第一象限(右上角),它只提供信息,不做交易,完全的互联网化。这个思路对分析问题很有帮助。

七大维度

餐饮的应用,不外乎七个维度,分别是团购及优惠券、排队、外卖、点菜、预订、会员、商户及地图。其中团购及优惠券是营销,中间的五个维度是服务,商户及地图属于基础数据。我们做餐饮行业的互联网化,可以从这七个维度中选择入手。

三种场景

在七大维度的基础上,谷鬼兄把人吃饭的场景总结为三种场景,分别是工餐场景、休闲场景和商务宴请。三种场景的关键维度是不一样的,比如工餐场景的关键维度是外卖、点餐和优惠券,要求多快好省;休闲场景的关键维度是商户及地图和团购,时间上不着急,但是要求有特色;商务宴请的关键维度则是商户及地图和预定,客户要能顺利找到地方,服务要能事先准确安排。

三件事

消费者在就餐过程中做的三件事情是:找,快,用。其中“找”就是寻求现场代理,入口有两种,通常用的地图是泛入口,而专门针对餐厅的是硬入口,都需要具备商户数据。

四个条件

不是所有的餐厅都可以直接成为餐饮互联网化的目标,谷鬼兄总结了餐饮互联网化的四个基础条件,一是餐厅内部信息化需要达到一定的程度,二是餐厅要愿意为互联网化而在业务流程上做一些变动和改善,三是餐厅本身要具备一定的管理能力,四是商户的类型要与开发的互联网化相匹配。

这里分享的是这次沙龙的其中一部分,更多内容,可能就涉及淘宝点点和甘其食的商业秘密了。但是,谷鬼兄的分享提供了

公众微信名称:B座12楼      微信ID:B1-12F。

创业投资的一线观察。原创内容,每日更新。
​聚焦热门趋势、解读商业模式、分析创业项目、分享投资感悟。


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