After Hong Kong resumed a full customs clearance with mainland China earlier this year, Li Locun (33 years old), who engaged in new media in Hong Kong, will return to his hometown of Guangdong for vacation every weekend.
He said in an interview with Lianhe Morning Post that every time he returned to his hometown, he had a specified action, that is, he called takeaway with Meituan every day.
Li Lujin said: "Some delicious restaurants are too far away from my home, and it is most convenient to use takeaway services. Anyway, it is very cost -effective to call an extra cost of only four or five yuan for RMB."
After the Meituan officially entered Hong Kong in May this year, Li Locun, a "fan", registered as a member and began to place an order on the platform.For the experience, he was roughly satisfied that the service of Meituan in Hong Kong is still good.
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Chen Anji (a pseudonym), another Hong Kong person who was often ordered on the takeaway platform, used the takeaway service of Meituan in Hong Kong for the first time.In her interview, she described her takeaway service that made her "surprise".
Chen Anji said: "The service is very fast, it takes only ten or twenty minutes from the order to the door. The food is also well preserved, very hot and fresh."
With the popularity of the Internet, the Hong Kong diet takeaway platform has gradually prevailed in recent years.As early as 2014, FoodPanda in Germany took the lead in landing in Hong Kong. The British -owned Deliveroo (households) entered the Hong Kong market in 2015.Uber Eats in the United States grabbed the beach in Hong Kong in 2016.
After a round of "burning money", Uber Eats lost its first defeat and announced the withdrawal from Hong Kong at the end of 2021.The Hong Kong takeaway platform market is mainly divided by FoodPanda and Deliveroo.
Three years ago, the sudden crown disease enabled Hong Kong society to implement strict social restrictions for a long time, and also brought development opportunities for the Hong Kong takeaway industry.
According to the data platform Statista estimation, the total revenue of Hong Kong takeaway platforms will rise from more than 3.6 billion Hong Kong dollars before the epidemic (the same, about 600 million yuan) to more than HK $ 5.1 billion this year. In 2027, it will further climb to more than HK $ 6.1 billionEssence
Because of the optimistic takeaway market in Hong Kong, Mainland China takeaway leader Meituan officially announced the entry into the Hong Kong market in February this year.
After several months of deployment, Meituan landed in Hong Kong in the name of the Keeta brand on May 22. The first stage was tested and operated in two regions of the densely populated Mong Kok and Dagok Tsui.In other places, it is expected that the entire Hong Kong will be stamped by the end of this year.This is also the first time Meituan has gone out of the Chinese market.
Meituan sprinkle money to attract customers. As soon as it goes online, it launched the "Billion Review" plan to attract new customers and restaurants, and fight hard with the "burning money" strategy.
Keeta's discounts include catering discounts, free shipping, etc., registered new users can get coupons, attracting many Hong Kong people to register as members.Keeta also launched a "time -guaranteed" policy to pay for over time.Meituan described that "on time" is the company's exclusive guarantee service, and there is currently no similar guarantee in the industry.
On the first day of delivery services in Hong Kong, KEETA opened the first order in Hong Kong at 8:00 in the morning at 8 am.According to statistics, from the delivery staff to the store to pick up, meals, to the user received takeaway, the whole journey took only 14 minutes and 32 seconds.
The Hong Kong media sent reporters to measure the meal service of KEETA on the same day. It also found that in addition to being delivered on time, this time the takeaway only needs to pay HK $ 51. Compared with the about 75 Hong Kong dollars required for the food, it saved about 24 Hong Kong dollars.
Hong Kong takeaway platform reproduces the three -party melee
The Hong Kong takeaway platform market is currently occupied by Deliveroo and FoodPanda, but the total market ratio of takeaway transactions accounts for only 8.3%, which is still far from 21.9%in mainland China.With the addition of Meituan, the Hong Kong takeaway platform market is reproducing the three -party melee situation.
Keeta under Meituan has been operating for less than two months, and it still continues to grab customers at low prices and multiple welcome discounts. The impact on the market needs to be observed.
Since Keeta has not launched its own service, the electronic consumption data platform MEASURABLE AI analyzes the data of take -out orders. In the first month of Keeta, there were about 20 % of the market share in Mong Kok and Dagok Tsui.And 44 %.
In the face of Meituan's aggressive, Deliveroo and Foodpanda both performed calm.FoodPanda pointed out that the flowers in the takeaway platform industry are full of flowers, allowing consumers and delivery staff to have more choices. At this moment, Meituan's selection reflects that the takeaway platform still has potential development in Hong Kong.
Deliveroo Hong Kong spokesman said that the company has developed in Hong Kong for more than seven years and has always been very optimistic about the prospects of food and living department store takeaway markets. It will actively improve existing services in the future to help restaurants and living department stores in the future.Partner expansion business.
All sectors of society in Hong Kong are also generally welcomed to join the takeaway platform industry. They believe that if there is a benign competitive stimulus demand and further the big takeaway market, it is good for industry, employees and consumers.
Meituan high salary "recruiting soldiers"
Earlier, Meituan takeaway business was prepared to enter the Hong Kong market and "recruited soldiers to buy horses."According to the analysis of the recruitment documents, some Hong Kong media sent about two orders within one hour of industry standards. Assuming the delivery staff did 500 orders in the month and received all rewards, the driver's income was up to HK $ 35,000.
Wang Shile, chairman of the Freedom Workers Branch of the Hong Kong Service Industry Federation of Trade Unions, believes that the delivery staff is expected to benefit in this wave of competition.She took the Meituan Keeta as an example as an example. As an example, she said that the overall food delivery reward in the area increased by two or 30 %.
She pointed out that before the unit price of FoodPanda and DeliverooDecreasted to HK $ 20 to HK $ 30, but now Meituan Keeta is a single in Mong Kok, the unit price is more than 50 Hong Kong dollars.About Hong Kong dollars.
After the official launch in Hong Kong at the end of May, KEETA's first batch of cooperative restaurants include popular brands such as McDonald's, Mixin MX, KFC, Huayu, Hongfu Tang, Nanji Fan Noodle and other popular brands.
Hong Kong local old -fashioned herbal tea brand Yanghetang is also one of the US group partners.Zheng Wenrong, chief executive of the company, said that the brand first only cooperated with FoodPanda, and then joined the Meituan, hoping to open up new consumer groups.On the first day, the company received four takeaway orders on Meituan platform, with a consumption amount of about HK $ 100, and the results were better than expected.
She pointed out that joining the takeaway platform is holding the idea of "opening more branches at no cost". For joining the Meituan, she also hopes to expand consumers with one more channel;But even if there was no business, the light people saw their products on the takeaway platform, and there was a promotional effect.
Huang Jiahe Huang Jiahe, the president of the Hong Kong Catering Association, revealed in an interview with Lianhe Morning Post that FoodPanda and Deliveroo earned about 30 % of the commissions collected to the cooperative restaurant.The restaurant is required to sign an exclusive treaty, including only cooperation with a takeaway platform, which makes the restaurant have no choice.
He pointed out that as Meituan joined for competition, recent major takeaway platforms have reduced cooperative commissions; the two leading takeaway platforms of FoodPanda and Deliveroo have also lifted exclusive treaties.
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Huang Family He is expected that in this case, the price of food on each takeaway platform is expected to be lowered. "In additionThe industry is favorable. "
In terms of consumers, Chen Anji believes that different takeaway platforms have different freight and platform fees. Compared with other takeaway platforms, Meituan's most attractive is that freight and platform fees are cheap, cost -effective, and launched a lot of discounts.She hopes that with the addition of Meituan, it can drive and improve the service quality of the overall takeaway platform.
Meituan may miss the golden period
Foodpanda and Deliveroo's two major takeaway platforms can rise in Hong Kong in recent years. Some of them must be attributed to epidemic control. Has the Meituan that entered Hong Kong after the epidemic has missed the "golden period"?
Consumer Li Lujin is not very optimistic about Meituan's prospects in the Hong Kong market.He pointed out that Hong Kong restaurants are dense. No matter where they are, they can easily find a place to eat nearby; the high labor cost of Hong Kong has made the delivery fee high and it is difficult for many people to accept it.
Li Rujin believes that the highest peak of the Hong Kong takeaway market is the period of the epidemic. Now the "golden period" has passed, and the Meituan has lost its opportunity to enter Hong Kong. It may be difficult to significantly seize the Hong Kong market in the short term.
Li Zhaobo, a honorary teaching and research person at the Institute of Asia -Pacific Industry and Commerce, Chinese University of Business School, admitted frankly that Keeta's prospects in Hong Kong are not optimistic about the prospects of Keeta in Hong Kong.stand up.
He pointed out that the success of Meituan in mainland China is because the local area is vast and citizens have certain dependence on takeaway and online shopping. In addition, the size of the mainland takeaway is huge and allows driving electric vehicles to deliver meals on pedestrian.This is a big deal with the Hong Kong situation. After the preferential discount of Meituan in Hong Kong, it will be difficult to retain customers.
Li Zhaobo believes that it is difficult for the Meituan to be bigger in Hong Kong, which is related to the local consciousness of Hong Kong people.In this regard, Alipay and WeChat are good examples, and political reasons are obvious.
He also pointed out that the home appliance market is easier to see this. For example, refrigerators, washing machines, etc. are mostly made in China, but it will be more popular when it is stored in well -known foreign brands.But the recognition in Hong Kong is still insufficient.
But Li Zhaobo believes that the US Mission has sprinkled money into the Hong Kong market. There are two considerations behind it: one is that Hong Kong is an international market. Meituan hopes to use Hong Kong as a bridgehead for the international market; the other is to use Hong Kong as a test point.Use the fierce competitive environment in Hong Kong to test the strategies of entering other competitive markets.
Dissatisfaction with the soil and soil of mainland catering brands
In fact, in recent years, some well -known catering brands in mainland China have been dissatisfied with the water and water after entering Hong Kong, and finally returned.
Li Zhaobo's most impressed by the popular tea, but this well -known chain tea brand in mainland China has basically disappeared in Hong Kong after 2019.In addition, Haidilao is successful in the mainland, but it also responded in Hong Kong.
The reason, Li Zhaobo analyzed, in addition to the local consciousness of Hong Kong people, this is also related to the Hong Kong market. It has too many choices. The Hong Kong market is small and fiercely competitive. It is not easy for mainland brands to stand still here.
He said, "Mainland brands must enter the Hong Kong market, high -quality and good services are still key, but this requires a long time to establish, just like Japanese brands can only have today's status through a long time."
Analysts: Hong Kong business can be used as a US group test international springboard
Guo Jiayao, managing director of Hong Kong Anri Asset Management, believes that Meituan has more than 680 million users in the mainland and 9.2 million active merchants. In contrast, Hong Kong's takeaway business has not contributed much to Meituan.
He pointed out that the market does not expect Keeta's takeaway business in Hong Kong for the time being, which has significantly boosted the income and stock price of Meituan, but it will pay close attention to whether the Meituan business will expand the Hong Kong business to Southeast Asia in the future.Expression is interested in overseas markets, but Hong Kong business can be used as a springboard for testing international business.
