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为何餐饮供应链O2O发展困难重重?
文章来源:供应链时代      作者:scmsc      时间:2016/5/4 10:12:23

在外卖O2O平台经历猜疑,接受,火爆,最后归为平静的大起大落之后,餐饮B2C的市场已经趋于饱和,于是很多投资者将目光投向了B2B,也就是餐饮供应链的O2O服务。

  在外卖O2O平台经历猜疑,接受,火爆,最后归为平静的大起大落之后,餐饮B2C的市场已经趋于饱和,于是很多投资者将目光投向了B2B,也就是餐饮供应链的O2O服务。

  的确,在我国的餐饮市场上,万亿级别的餐饮食材采购市场提供了餐饮供应链O2O平台迅速成长的先决条件。在此基础上,中小餐厅采购需求分散又急切,复购率高、黏性强、流水大,依靠餐厅老板亲自去采购的传统做法会花费大量的时间和采购成本,这样的行业痛点恰恰是餐饮供应链O2O项目可以解决的。但是我们也注意到,在这片仿佛前景无限的“蓝海”中,却许久都没有出现声名鹊起的佼佼者,那么是什么在阻挡着餐饮供应链O2O的发展呢?

  第一个难题,缺乏对市场的深刻认识

  “隔行如隔山”,即使是简单的从外卖O2O跳转到供应链O2O,其市场内部的行情也有着天差地别。无论哪一个市场,都需要花时间去深入理解才行,这种理解不仅限于商业模式,还包括建立自己的生态圈、形成自己的方法论。什么是供应链?什么是餐饮供应链?搭建餐饮供应链网上平台需要怎样的人才?这些人才应该具备怎样的素质?这一系列琐碎但必要的问题难倒了无数觊觎供应链O2O市场的英雄好汉。尽管供应链并非一个全新的市场,但改变了载体后的餐饮供应链也增加了很多新的内容。对于新进入者,需要花时间去认识,对于已在这个市场中的传统经营者,则需要花心思去转型。很多投资者贸然进入,妄图把握先机,像外卖O2O一样施行“砍杀”的战术,结果赔的血本无归。

  第二个难题,烧钱搞不定的市场

  就像上面提到的,由于外卖O2O“烧钱大战”的影响,给很多企业和投资者留下了“烧钱就能玩儿得转”的思维定式,而这种思维定式必然带来惨痛的教训。餐饮业有多大,与其流水性相关的上游供应链市场只能更大不能更小,这意味着更大的商机,也意味着更多的投入,如果想要仅仅靠大把钞票敲开市场的门,恐怕不可持续。外卖O2O的烧钱大战已经给了我们启发:大家模式相近,于是都在用低价吸引客户,在拼杀过程中,所需资金量将成几何级增长。但与外卖O2O不同的是,这个市场单凭资金无法垄断,所以商家即使很幸运地得到资金注入,暂时拿下了市场,这样的市场也经不住冲击。所以可想而知,单纯靠砸钱绝对不是好办法,要守住市场必须另谋出路,比如看看用智慧支撑的资本能否带来更大价值,依靠技术突破来实现对市场的控制。

  第三个难题,要“椰子”还是要“芝麻”

  要外壳坚硬但内容丰富的“椰子”,还是要零零碎碎但唾手可得的“芝麻”?用来形容当前餐饮供应链O2O面临的抉择十分恰当。中小型餐饮企业就像“芝麻”,数量多、转变速度快,这样的优势让他们成为餐饮供应链O2O项目的切入点,但从市场反馈来看,“芝麻”可以解馋却不能管饱,大多数依赖中小餐饮企业的项目至今尚未盈利,这说明此招只适宜开局,不能在依赖中小餐厅的路上走到底。而大型餐饮企业尽管像“椰子”一样咬不动,撬不开,但大型餐企后期需要提供的服务和成本远高于中小餐厅。大型餐企一般都有固定的到账期,这些让互联网平台难以在短时间内动摇大型餐企自身完备的采购体系。但是,短期不行,那就拼长期,尝试利用大数据分析为大型餐饮企业提供与金融借贷、团队组建等相关的增值服务,形成细水长流的合作关系,才是餐饮供应链O2O做强做大的正途。

本文关键词: 餐饮  供应链  o2o   困难
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