Meituan fast donkey contraction: difficult to transform the catering supply chain

一位快驴表示，在下半年，快驴将更多地关注现有的合作卖家，以加强平台的基本能力建设，如供应、存储和性能。

A fast donkey said that in the second half of the year, fast donkey will focus more on existing cooperative sellers to enhance the basic capacity-building of the platform, such as supply, storage and performance.

美团是中国最大的餐饮平台。680万商家通过美团提供外卖服务，吸引顾客光顾。美团供应它们听起来很自然。美团创始人兼首席执行官王兴在接受《财经》采访时表示，从长远来看，如果美团只是建立了非常肤浅的关系，那么它是毫无价值的。美团应该在各个垂直行业建立更深入的联系。

Meituan is the largest catering platform in China. 6.8 million businesses provide takeout through meituan and attract customers to the store. It sounds natural for meituan to supply them. Wang Xing, founder and CEO of meituan, said in an interview with Caijing that in the long run, if meituan only makes very shallow connections, it is worthless. Meituan should make deeper connections in various vertical industries.

在过去六年中，美团在快驴业务方面的进展仍然有限，其业务仍在几个主要城市进行探索。

Over the past six years, meituan's progress in fast donkey business is still limited, and its business is still being explored in a few leading cities.

收缩不仅是快速的，而且B2B餐饮供应链初创企业美才（Meicai）已经停止在全国许多地方提供服务。

The contraction is not only fast donkey, but also Meicai, a B2B catering supply chain startup, has stopped serving in many places across the country.

这一轮城市关闭表明，快驴对下沉市场的探索暂时失败，这也意味着美团的B2B新鲜电商业务仍处于初级阶段。

This round of city closures shows that fast donkey's exploration of the sinking market has failed temporarily, which also means that meituan's B2B fresh e-commerce business is still in an early stage.

对此，美团表示，调整后快驴的购买将更多地集中在一线和二线城市。美团决心长期投资餐饮供应链，继续为行业和客户创造价值。

In this regard, meituan said that the purchase of fast donkey will focus more on the first and second tier cities after adjustment. Meituan is determined to invest in the catering supply chain for a long time and continue to create value for the industry and customers.

从扩张到收缩的缓慢业务

A slow business from expansion to contraction

与社区团购、共享充电宝、打车等新业务一样，美团在行业初期采取模仿竞争对手、小步试错迭代的策略，等待行业窗口期的到来。

Like new businesses such as community group buying, sharing charging treasure and taking a taxi, meituan adopted the strategy of imitating its competitors in the early stage of the industry, trial and error and iteration in small steps, waiting for the arrival of the industry window period.

业内一些人把快驴比作"追随者"。

Some people in the industry compare fast donkeys to "followers".

美团对餐饮供应链市场的探索始于2015年秋，比美才晚了两年。最初，美团推出商户后台系统"快驴"，通过供应链环节"快驴采购"，为美团外卖平台商户提供食品原料、一次性产品、饮料等采购服务。这些企业主要是夫妻店和中小型餐饮企业。

Meituan's exploration of the catering supply chain market began in the autumn of 2015, two years later than Meicai. Initially, meituan launched the merchant background system "fast donkey" to provide food materials, disposable products, drinks and other purchase services for meituan takeout platform merchants through the supply chain section "fast donkey purchase". These businesses are mainly husband and wife stores and small and medium-sized catering enterprises.

从农民到餐饮店，食品配料必须经过层层经销商。在互联网公司参与的B2B模式下，该平台可以匹配批发商和商店，如天猫；或者像京东的自我管理一样，它直接从制造商或经销商处采购，然后销售给餐饮商户，消除了中间环节。

Food ingredients have to go through layers of dealers all the way from farmers to catering stores. Under the B2B mode in which Internet companies are involved, the platform may match wholesalers and stores like tmall; Or like JD's self-management, it purchases directly from manufacturers or dealers and then sells them to catering merchants, eliminating the intermediate link.

平台提供商户食品物资采购仓储、物流、在线管理等服务，提高交易效率，赚取收入。

The platform provides services such as warehousing, logistics and online management of merchants' food material procurement, so as to improve transaction efficiency and earn income.

"快驴"首先采用自立模式。当时，美团与饥饿的竞争白热化，商人的竞争是关键一步。平台提供的食品供应服务可以让商家体验更好，增强对平台的粘性。

Fast donkey first adopted self-supporting mode. At that time, the competition between meituan and hungry was white hot, and the competition for merchants was a key step. The food supply service provided by the platform could make merchants experience better and enhance their stickiness to the platform.

2018年10月，美团成立了自己的快驴业务部。美团一直是老有新，新有老。"快驴"经历了两个原则。第一位是美团高级副总裁陈旭东。2019年4月陈水扁辞职后，郭万怀接任。

In October 2018, meituan established its own fast donkey business department. Meituan has always been the old with new business and the new with old business. Fast donkey has experienced two principals. The first is Chen Xudong, senior vice president of meituan. After Chen resigned in April 2019, Guo wanhuai took over.

经过两年的独立运营，快驴已服务于全国约100万家企业，全国有5万个SKU（商品类别），主要提供米粉、粮油、蔬菜鸡蛋、时令水果、肉类、家禽及水产品、饮料等商品，方便的快餐等。

After two years of independent operation, fast donkey has served about one million businesses across the country, and there are 50000 SKUs (commodity categories) across the country, mainly providing commodities such as rice flour, grain and oil, vegetables and eggs, seasonal fruits, meat, poultry and aquatic products, drinks and beverages, convenient fast food, etc.

那头敏捷的驴子一直走得很慢。2020年，美团专注于社区团购业务后，一度关闭了新鲜前沿——快羽将其10%的生产和研究人员转移到美团优化。快驴将不会在2020年开设新市镇，总体目标是减少亏损。截至2020年12月，只有38个城市被"快驴"覆盖。

The quick donkey kept walking very slowly. In 2020, after meituan focused on community group buying business, it once closed the fresh front - Kuaiyu transferred 10% of its production and research personnel to support meituan optimization. Fast donkey will not open new towns in 2020, and the overall goal is to shrink losses. As of December 2020, there are only 38 cities covered by fast donkey.

直到2021年春节，快羽决定增加站台模式，并要求开通21天线路。这种模式内部称为"21天项目"。

Until the Spring Festival in 2021, Kuaiyu decided to increase the platform mode and required the 21 day line. This mode is internally known as the "21 day project".

启动后，快羽立即制定了"百城大战"计划，覆盖更多的三四线城市。典型的平台模式是成立于2016年的初创公司陶大吉（taodaji），它是一家位于湖北的本地公司。与直销模式不同，淘大集采用了更轻的平台模式。该平台不再直接从原产地供应商处采购商品，而是直接将餐饮商户的订单推送到供应商处进行加工、包装和配送至仓库。

After the launch, Kuaiyu immediately formulated a "battle of 100 cities" plan, covering more third and fourth tier cities. The typical platform model is taodaji, a start-up company, which was established in 2016 and is a local company located in Hubei. Unlike the direct marketing mode, taodaji adopts a lighter platform mode. The platform no longer purchases goods directly from suppliers of origin, but directly pushes orders from catering merchants to suppliers for processing, packaging and delivery to warehouses.

平台模型相对灵活。供应商负责采购、加工等相对重要的环节，这不仅可以帮助平台分担部分成本，还可以更好地适应当地条件。每个城市的情况都有其特殊性。例如，重庆和黑龙江两地人们喜爱的商品种类非常不同。

The platform model is relatively flexible. Suppliers are responsible for the procurement, processing and other relatively important links, which can not only help the platform share part of the cost, but also better adapt to local conditions. The situation of each city has its own particularity. For example, the types of goods loved by people in Chongqing and Heilongjiang are very different.

在自助模式下，平台负责所有链接。快驴的仓库没有处理功能。由供应商加工，根据销售包装数量入库。美国食品是以原材料和公斤为单位储存的。前者具有较短的链条，可以减少仓库的加工面积和人员成本，控制成本和复杂性；但后者能更好地保证产品质量。

In the self operated mode, the platform is responsible for all links. Fast donkey's warehouse does not have processing function. It is processed by the supplier and warehoused according to the number of sales packages. American food is stored in the way of raw materials and according to the kilogram. The former has a shorter chain, which can reduce the processing area and personnel cost of the warehouse, and control the cost and complexity; But the latter can better ensure product quality.

年初，美式烹饪开始使用平台模式渗透下沉的市场。

At the beginning of the year, American cuisine began to use the platform model to penetrate the sinking market.

那头敏捷的驴子立刻跟在后面。一位吃美国食物的人说："这头快驴会跟着美国食物沉入的县城走。"

The quick donkey immediately followed. A person with American food said, "the quick donkey will follow the county where the American food sinks."

快速驴子不仅仅是一种简单的复制模式。快驴可以重用美团外卖积累的数据。上述美国食品人士认为"快驴比美国食品更到位"，在实地调查过程中，他发现快驴简化了流程，倾向于消除浪费，及时性和质量控制手段更到位。

Fast donkey is not just a simple copy mode. Fast donkey can reuse the data accumulated by meituan takeout. The above American food people believe that "fast donkey is more in place than American food." In the course of field investigation, he found that fast donkey simplified the process, leaned to eliminate waste, and the control means of timeliness and quality were more in place.

目前，美彩和快羽都是自主运营的并行平台。然而，这并没有给fast驴带来业务量的显著增长。

At present, both Meicai and Kuaiyu are self operated and parallel platforms. However, this did not bring a significant increase in business volume to fast donkey.

行业参与者仍在探索这一模式。在平台模式下，很难对每个环节进行深度控制。供应商没有控制好商品的质量和价格，导致用户体验差。

Industry participants are still exploring the model. In the platform mode, it is difficult to deeply control every link. Suppliers do not control the quality and price of goods in place, resulting in poor user experience.

同时，供应商也无法赚钱。根据我们媒体的配料列表，美式烹饪在平台模式中的供应商比例很高：5%的米粉、谷物和油、18%的干货、16-17%的调味品、6%的葡萄酒、10%的厨房和20%的洗涤剂。为了控制成本，美才也停止了营业费用，活动费用由供应商承担，这意味着干货供应商的营业成本将达到25%，甚至高于开店和销售商品的成本。

At the same time, suppliers can't make money. According to our media's list of ingredients, American cuisine has a high percentage of suppliers in the platform mode: 5% rice flour, grain and oil, 18% dry goods, 16-17% seasonings, 6% wine, 10% kitchen and 20% detergent. In order to control the cost, Meicai also stopped operating expenses, and the activity expenses were borne by the supplier, which means that the operating cost of a dry goods supplier will reach 25%, even higher than the cost of opening a store and selling goods.

一位熟悉美团的人士表示，在美团决定对一项业务进行大规模投资之前，它需要能够清楚地计算账目或看到明确的机会。"快驴"仍处于模式探索阶段。

A person familiar with meituan said that before meituan decides to invest heavily in a business, it needs to be able to calculate the accounts clearly or see a definite opportunity. Fast donkey is still in the period of model exploration.

仅在8月24日，快羽就在一个省的三个城市关闭了业务。一头快跑的驴子说："撤退非常突然。我在早上说了这句话，并在中午开始提取补给品。"然而，他认为这一步仍然为时已晚。根据快驴第二季度的销售数据，可以判断三分之二的城市新开业企业需要关闭。

On August 24 alone, Kuaiyu closed its business in three cities in one province. A fast donkey said: "the withdrawal was very sudden. I said it in the morning and began to pull supplies at noon." However, he believes that this step is still too late. According to the sales data of fast donkey in the second quarter, it can be judged that two-thirds of the newly opened urban businesses need to be closed.

分散和非标准化

Decentralized and non standardized

中国餐饮供应链难以转型

Difficult to transform China's catering supply chain

快驴的日订单量和交易量在业内仅次于美国食品，但就整个市场规模而言，两家公司仍处于起步阶段。后来，latepost了解到，2020年快驴的交易量接近100亿元。首家创业公司美才大约有400亿元人民币。如果按万亿市场计算，试吃七年后美国食品的渗透率只有4%。

Fast donkey's daily order volume and trading volume are second only to American food in the industry, but in terms of the whole market scale, the two companies are still just starting《 Later, latepost learned that the transaction volume of fast donkey in 2020 is close to 10 billion yuan. The head start-up company Meicai is about 40 billion yuan. If calculated by trillion market, the penetration rate of American food seven years after trying is only 4%.

根据《餐饮业蓝皮书：中国餐饮业发展报告》（2019年）报告，2018年中国餐饮业市场规模为4.27万亿，其中30%为食品原料。根据这一计算，中国餐饮供应链的市场规模可能超过万亿。

According to the report of the blue book on catering industry: China's catering industry development report (2019), the market scale of China's catering industry in 2018 was 4.27 trillion, of which 30% were food materials. According to this calculation, the market scale of China's catering supply chain may exceed trillion.

按照美式烹饪创始人刘传军的想法，这是一项前景广阔的生意。C2C和B2B模式的市场规模不同。"如果C2C或B2C模式是指一次向用户发送1.6元/公斤的卷心菜，B2B模式意味着一次向足够多的餐厅发送卷心菜。"

In the idea of Liu Chuanjun, the founder of American cuisine, this is a business with broad prospects. The market scale of C2C and B2B modes is different. "If C2C or B2C mode refers to sending 1.6 yuan / kg of cabbage to users at one time, B2B mode means sending a load of cabbage to enough restaurants at one time."

传统餐饮供应链确实存在优化和改进的空间：价格不透明，主要采购方式依赖批发市场。批发市场经过一系列物流环节后，采购成本高，食品原料损失大。利用互联网改造传统产业，可以提高传统供应链的效率，减少中间环节，实现规模效应。

The traditional catering supply chain does have room for optimization and improvement: the price is opaque, and the main procurement way depends on the wholesale market. After a series of logistics links, the wholesale market has high procurement cost and large loss of food materials. Using the Internet to transform traditional industries can improve the efficiency of traditional supply chain, reduce intermediate links and realize scale effect.

Sysco是世界上最大的餐饮食品供应商，其市场价值超过400亿美元。1969年，这家美国公司最初由一群小型食品供应商合并而成，第一年销售额就超过1亿美元。此后，通过并购整合逐步成长，服务于全球90多个国家，拥有60多万用户，毛利率稳定在18-20%之间。

Sysco, the world's largest catering food supplier, has a market value of more than $40 billion. In 1969, the American company was initially formed by the merger of a group of small food suppliers, and its sales reached more than 100 million dollars in the first year. Since then, it has gradually grown by M & A integration, serving more than 90 countries around the world, with more than 600000 users, and the gross profit margin has been stable between 18-20%.

中国供应链业务启动和形成大型平台的难度将加大。Sysco专注于大客户。中国餐饮市场大多为中小企业，市场难以集中。根据美团发布的《中国中小餐饮外卖商户2020年发展报告》，中小商户占80%。

It will be more difficult for China's supply chain business to start and form a large-scale platform. Sysco focuses on large customers. Most of China's catering market are small and medium-sized businesses, so the market is difficult to concentrate. According to the 2020 development report of small and medium-sized catering takeout merchants in China released by meituan, small and medium-sized merchants account for 80%.

Sysco也面临更少的供应商。当地85%的主食牛肉来自四个肉类加工厂。中国四大生猪供应商的市场份额刚刚超过30%。

Sysco also faces fewer suppliers. 85% of the local staple beef comes from four meat processors. The market share of China's top four pig suppliers is just over 30%.

另一方面，这个城市的城市越来越多，台湾交流委员会就是这样。至于中国的国家，据说是"中国和中国"。

On the other hand, there are more and more cities in the city, and in the case of the Taiwanese Exchange Council. As for the state of China, it is said that it is "China and China".

然而，中国农业生产过于分散也意味着农产品生产效率低下，质量控制困难。中国的中小企业对价格敏感，如红烧鸡饭、沙县小吃等，往往在低价的基础上要求质量，平台盈利的空间也很小。

However, too scattered agricultural production in China also means that the production efficiency of agricultural products is low and quality control is difficult. Chinese small and medium-sized businesses are price sensitive, such as braised chicken and rice, Shaxian snacks, etc. they often require quality on the basis of low price, and the space from which the platform can make profits is also low.

与淘宝和京东不同，商家可以对应全国市场，餐饮企业需要更多来自当地市场的商品。这意味着餐饮供应链中通过电子商务建立的平台往往是分散在不同城市的独立市场，平台难以产生规模效应。

Unlike Taobao and jd.com, a merchant can correspond to the national market, and catering enterprises need more goods from the local market. This means that the platforms established by e-commerce in the catering supply chain are often independent markets scattered in different cities, and the platforms are difficult to have scale effect.

此外，B2B餐饮供应链行业是一个专注于运营、管理和资本的缓慢业务。餐饮供应链涉及很多环节。重要节点包括招商类别的丰富性、类别宽度、表现能力、销售对市场需求把握的准确性、物流配送的及时性、商品质量等，各环节效率有待提高，转型难度很大。

In addition, B2B catering supply chain industry is a slow business focusing on operation, management and capital. There are many links involved in the catering supply chain. Important nodes include the richness of investment promotion categories, category width, performance ability, accuracy of sales in grasping market demand, timeliness of logistics distribution, commodity quality, etc. The efficiency of each link should be improved, and the transformation is very difficult.

在短期内，市场参与者在仓储、物流成本和业务管理方面的支出较高，这给行业内公司的盈利能力带来了压力。

In the short term, market participants have high expenditures on warehousing, logistics costs and business management, which have put pressure on the profitability of Companies in the industry.

一头快驴说，目前的行业毛利仅足以支撑物流成本，一些城市甚至无法支付物流成本。

A fast donkey said that the current industry gross profit is only enough to support the logistics cost, and some cities can not even cover the logistics cost.

在一些三四线城市，当地市场需求有限。此外，当地供应商提供的商品类别不完整，需要从数百公里外的城市转移商品。物流成本高，使得企业的收入无法弥补成本。

In some third and fourth tier cities, the local market demand is limited. In addition, the commodity categories provided by local suppliers are incomplete, and goods need to be transferred from cities hundreds of kilometers away. The logistics cost is high, which makes the income of enterprises unable to cover the cost.

业内人士指出，目前三四线及以下城市互联网平台的效率不如当地小供应商。

An industry source pointed out that at present, the efficiency of Internet platforms in third and fourth tier cities and below is not as good as that of local small suppliers.

在中国餐饮供应链企业中，除了美才、益母田、淘大集等初创企业外，还有京东、美团等互联网巨头，还有海底捞、新浪岛等传统餐饮企业。

Among Chinese catering supply chain enterprises, in addition to startups such as Meicai, Yimu field and taodaji, there are Internet giants such as jd.com and meituan, as well as traditional catering enterprises such as Haidilao and xinladao.

目前，中国最大的B2B餐饮供应链公司是美才。由于融资不善，最新估值已降至约50亿美元。该公司自成立以来尚未盈利。刘传军在接受媒体采访时表示，美国食品面临的最大挑战是农产品尚未实现大规模标准化生产。

At present, the largest B2B catering supply chain company in China is Meicai. Due to the poor financing, the latest valuation has fallen to about US $5 billion. The company has not yet made a profit since its establishment. In an interview with the media, Liu Chuanjun said that the biggest challenge facing American food is that agricultural products have not realized large-scale standardized production.

行业参与者一直在探索更多的商业模式，以支持持续投资。以消费者为导向的社区团购项目美佳美才推出了美佳美才。阿里巴巴的菜品很划算。它还在杭州、宁波和苏州启动了一个类似于定东购物中心的前端仓库项目。

Industry participants have been exploring more business models to support continued investment. Meijia Meicai, a consumer oriented community group purchase project, has launched Meijia Meicai. Alibaba's dishes are cost-effective. It has also launched a front warehouse project similar to dingdong shopping in Hangzhou, Ningbo and Suzhou.

后来者的处境更为困难。一只快驴说，快驴的订购量很小，订购量只是美国菜的一小部分。它对供应商的发言权很弱，经常需要收集供应商的库存。

The situation of latecomers is more difficult. A fast donkey said that the order quantity of fast donkey is small, and the order quantity is only a fraction of that of American dishes. It has a weak voice over suppliers, and often needs to collect suppliers' inventory.

不能放弃的新业务

New business that cannot be abandoned

快驴是美团开拓时间最长的新业务。美团创始人兼首席执行官王兴在2021年3月的收益电话会议上表示，他将继续增加对快驴的投资，并探索这一重要且高度分散的市场。

Fast donkey is the longest explored new business of meituan. Wang Xing, founder and CEO of meituan, said at the earnings conference call in March 2021 that he would continue to increase investment in fast donkey and explore this important and highly fragmented market.

目前，快驴队已达到数千人的规模。一个快驴人说："快驴是一个即使赔钱也要做的生意。这需要长期的耐心。"

At present, the fast donkey team has reached the scale of thousands of people. A fast donkey person said, "fast donkey is a business that needs to be done even if it loses money. It needs long-term patience."

中国的农业和餐饮业正处于标准化的早期阶段。这是一块需要开垦的土地，很难进入。这也意味着互联网平台有机会参与并帮助供应链完成数字化转型。

China's agriculture and catering industry are in the early stage of standardization. It is a land to be reclaimed and difficult to enter. It also means that the Internet platform has the opportunity to participate and help the supply chain complete the digital transformation.

快驴在美团服务餐饮业。王兴在第一季度财务报告中表示，快驴"是美团为酒店提供的全方位服务的一部分"。抓住餐饮供应链的机遇，不仅可以为美团提供新的增长点，还可以巩固原有的餐饮业务。

Fast donkey serves catering businesses in meituan. Wang Xing said at the first quarter financial report that the fast donkey "is part of the all-round service provided by meituan for the hotel". Seizing the opportunity of catering supply chain can not only provide new growth sources for meituan, but also consolidate the original catering business.

快驴还帮助美团积累了以前缺乏的供应链管理能力。一位美团优选人士表示，如果不是快驴、蔬菜购物等业务，美团更难开拓社区团购业务，这些业务首先探索了仓储、供应链等相对重要的环节，并在内部培养了一批新的电商人才。

Fast donkey also helped meituan accumulate the supply chain management capability it lacked before. A meituan preferred person said that it would be more difficult for meituan to open up community group buying business if it was not for the fast donkey, vegetable shopping and other businesses, which first explored relatively important links such as warehousing and supply chain, and internally trained a group of fresh e-commerce talents.

饥饿的姚还想进入B2B餐饮供应链，并以同样的定位推出"蔬菜"业务。然而，该项目在2016年停止运营，然后在2018年重新启动。2021年5月，一些蔬菜被宣布关闭。

Hungry Yao also wanted to enter the B2B catering supply chain and launch the "vegetable" business with the same positioning. However, the project stopped operation in 2016 and then restarted in 2018. In May 2021, some vegetables were declared closed.

一位外卖人员说："也许我们需要等待整体供应效率的提高或整体餐饮从业者的复兴。"

A takeout person said, "maybe we need to wait for the improvement of overall supply efficiency or the rejuvenation of overall catering practitioners."

一位熟悉美团的人士曾对《晚邮报》表示，理想情况下，美团、品多和其他公司，如沃尔玛，不仅可以控制货物的仓储，还可以控制货物的生产和从原产地运输——这是实现更高效率和更低成本的唯一途径。

A person familiar with meituan once told latepost that, ideally, meituan, pinduoduo and other companies, like Wal Mart, may not only control the warehousing of goods, but also control how goods are produced and transported from the origin - the only way to achieve higher efficiency and lower cost.

对于互联网公司来说，为了进一步推动实体经济的发展并找到增长机会，他们可能不得不做越来越多的事情，这比今天的美团外卖要重。

For Internet companies, to further promote the evolution of the real economy and find growth opportunities, they may have to do more and more, which is heavier than today's meituan takeout.

Link：https://new.qq.com/omn/20210831/20210831A05XQB00.html

update time：2021-08-31 18:10:10