On September 25th, the billboards in Xujiahui subway station in Shanghai were changed to the blue color of “Blue Knight”. In the advertisement, they wrote articles with their own names, such as “did you land in a box” and “lost your hair?” in small words, they added “hungry takeout, not only food delivery, but also game peripherals and anti stripping shampoo”. Are you hungry? We are going to expand our business in the field of life services. < p > < p > hungry? Was acquired by Ali in April 2018 and became a member of Ali’s local life service sector. It seems to be a good thing to unite powerful forces, but actually it does not bring immediate benefits to Ali. For hungry people, Ali may not be a fertile soil. Since the acquisition, news of high-level personnel changes has been coming out from time to time. At the same time, under the background that the important performance data are not as good as that of meituan, the competition between the two companies has not stopped for a moment, and the frequent exposure of “one out of two” events has made both sides blush. < p > < p > with its extensive efforts in the field of life services, meituan has occupied more and more payment scenarios. Even though both meituan and hungry Mo’s apps can use each other’s payment channels, the expansion of meituan also makes Ali feel uneasy. Is the market share less than half of meituan’s? Can we rely on 10 billion subsidies to recover the decline? < p > < p > hungry? Born in Shanghai Jiaotong University in 2008, after running through the “campus single point model” and making profits, he began to expand to China Normal University. By 2018, the strength of hungry Mo can not be underestimated, and its influence has covered more than 600 cities, with a total of 3.5 million businesses. < / P > < p > back to 2016, when Baidu takeout was still alive, and the takeout market was in full swing. Both meituan and meituan had more than 30% market share, while Baidu was 22%. Hungry moo was 6.5 points higher than meituan. It was a well deserved takeout giant of that year. In the second quarter of 2017, the shares of hungry Mo and meituan accounted for 41.7% and 41% respectively, and it is difficult to distinguish between the two. In August of that year, after the purchase of Baidu takeout by hungry Mo, its share reached 54%. The market share of < p > < p > 54% is the peak and the beginning of decline. Alibaba purchased the company in April 2018. According to easy view data, in the first quarter of 2018, the market share of famo fell to 48.9% and 43.9% in the first half of 2019. Since then, it has not recovered. In the first quarter of 2020, according to trustdata, the trading share of famo (including star selection) is only 31%, while meituan’s share has reached 67%, which is twice as much as that of famo. Under the background that the takeout market has changed from incremental to stock, the company has lagged far behind meituan. < p > < p > from the third quarter of 2018 to the first quarter of 2019, Ali’s local living service income has been stable at the level of 5 billion yuan. In the same period, the income of alimei’s catering business increased to RMB 14.45 billion, while the income of service from alimei increased to RMB 14.45 billion in the same period. < / P > < p > for Internet enterprises, the flow of people is money. Ali semi annual report shows that as of June 30, 2020, the number of registered merchants increased by 30% over the year, and 45% of the new consumers who took out business came from Alipay App. Though Ali has set up a flow entrance for starving in Taobao and Alipay App, the actual drainage effect is not ideal. According to questmobile’s data released in June this year, the number of monthly active users of the app was 76.61 million, while that of meituan was 144.78 million. < / P > < p > from the income gap, the huge gap in the flow of the two platforms can be seen. Since it was acquired by Ali, it has been difficult to stabilize your position. Among the co founders, only Kang Jia and Deng ye are left, and the executives are CSO Pan Yuan and VP Zhong Xianwen. At the beginning of September 2020, CTO Zhang Xuefeng also announced his resignation. He did not explain the reasons for his resignation, but said that he would accompany his family more in the future. Simple and plain reply, the information behind let the major media elusive. < p > < p > Zhang Xuefeng is one of the important promoters of the rise of famo. He joined the company at the invitation of co-founder Wang Yuan in 2015. In order to welcome the arrival of the new CTO, then CTO Wang Yuan took the initiative to give up his talents. As a result, Zhang Xuefeng took office shortly after he served as Wang Yuan’s personal technical advisor. Before this, Zhang Xuefeng has been a technical bull with rich experience in the industry. Before joining hungry, he served as CTO of Ctrip international business department. After a year’s work, he quickly made achievements, turning a team of only 70 people into a technical corps of more than 1000 people. During this period, thanks to the overall optimization of the underlying system, the average daily order number increased from several hundred thousand to three million. < p > < p > at the end of 2016, Zhang Xuefeng dug up a number of technology giants from Silicon Valley, and made great efforts in key fields such as big data, AI, model algorithm strategy, core infrastructure construction, etc. Zhang Xuefeng created the event with the largest market share mentioned above. < p > < p > but it’s time to get hungry. The No.1 position in the industry was turned over by meituan in 2017. In the first half of the year, there was a difference of 10% between the two orders. Until it was acquired by Ali in 2018, hungry Mo has never been able to fight with meituan as before. At first glance, it seems that the shares left by the fallen competitors on the takeaway track have been collected by meituan. However, the territory has not been significantly expanded. < / P > < p > with the departure of founder Zhang xuhao’s “old Department”, the hungry management has been “alified”. It is obviously unfair to attribute the reason for the recession to Ali’s acquisition. After completing the personnel adjustment, Ali is bound to launch an offensive against meituan again. After the “hundred regiment war”, the war in the field of life service is on the rise again. < / P > < p > the fierce competition between the two powers will inevitably lead to personal hand to hand combat. Compared with using algorithms to squeeze the efficiency of riders, there have been a lot of negative news about the cooperation between takeout platforms and merchants recently, which opens a corner of the curtain over the offline competition between the two companies. < p > < p > on August 7, 2020, a hungry merchant in Shantou, Guangdong Province complained that he had paid a deposit of 2000 yuan to the platform when he settled in, and his shop had been in a state of loss in less than a month since its operation. Therefore, they want to transfer to meituan, but when the contact staff returns the deposit, the other party says that if they want to go to meituan, they can’t return the deposit. What’s more, he found that the distribution scope of his shop had been changed to a graveyard on the mountain. < / P > < p > for this incident, the staff responded that it was the operation error of the agent staff, which has been changed and the understanding of the merchant has been obtained. The most fundamental reason for this complaint comes from the “strategic cooperation agreement” of the platform. < p > < p > since May this year, when you talk to businesses offline, you will be encouraged to sign a “strategic cooperation agreement.”. The agreement requires businesses to concentrate resources and cooperate with famo in accordance with the regions and stores specified in the agreement, instead of cooperating with other takeout platforms. The platform will also provide merchants with a series of preferential policies such as commission ratio, traffic support, etc. < p > < p > the epidemic has a profound impact on the catering industry. As early as the outbreak of the epidemic, Jia Guolong once said that “Xibei’s book cash can not last three months”. According to the statistics of Lianshang Retail Research Center, in the first half of 2020, the revenue and net profit of more than a dozen catering giants, including Parkson China, Haidilao and Xiabu Xiabu, plummeted, with Haidilao losing 965 million yuan. As a catering giant, it is still the same. The living conditions of thousands of small and medium-sized food enterprises and even individual restaurants that are not as large as Xibei and Haidilao can be imagined. < p > < p > after the epidemic situation, the catering industry can be said to be full of waste. As an important way for businesses to return blood after the epidemic, takeout should have become a lubricant for the recovery of the industry. At the same time, the two platforms will be of great benefit to businesses. However, under the “two to one” policy, their freedom of choice is limited. < / P > < p > in the Internet industry, there are often frictions among the big players because of the “choose one from two”. Before the “double 11” of last year, when interviewing several e-commerce platforms, the General Administration of market supervision made it clear that “one out of two” behavior violated the e-commerce law and the anti unfair competition law. At present, meituan and famo have filed lawsuits against each other over the matter of “choosing one from two”, which also reflects the heated competition. < / P > < p > for the market, diversified and sufficient competition is conducive to market growth. However, if the means of competition changes from competing for service quality to restricting businesses or even squeezing riders to please customers, this is obviously not in line with business ethics, nor is it the proper development path of a healthy market. According to the Research Report on the development of online takeout service market released by DCCI at the end of 2019, 67.1% of users are used to using meituan takeout, and only 32.2% of users prefer to be hungry. At present, the domestic takeout market, on the surface, is the competition between meituan and famo. In fact, the existing market share of meituan is less than half of that of meituan. < p > < p > in order to recover the declining trend, on August 27, hungry man announced that it would officially start to carry out “10 billion subsidy”, and said that it would become a normal subsidy policy. < / P > < p > pinduoduo, as the earliest founder and the biggest beneficiary of “ten billion subsidy”, after pinduoduo, more and more players started their own 10 billion subsidy action. < / P > < p > on March 21, wanlimu, a luxury e-commerce platform, was launched, and ten billion yuan of subsidies were immediately launched, followed by Suning Jingdong and other platforms. Even flying pig travel announced the launch of a 10 billion subsidy program on September 8. The war of 10 billion has already set off e-commerce track and spread to other industries. < p > < p > < p > < p > by comparing the discount margin of the same store between meituan and famo, it is found that there is a considerable amount of subsidy in the 10 billion yuan subsidy zone of famo app, but the price of some dishes after subsidy has no obvious advantage over meituan. < / P > < p > even if you are hungry, can you rely on this subsidy to recover some user shares, but after 10 billion yuan, can it really share the same share with meituan? Are you hungry? If you want to recover, the point is not on takeout. Although the proportion of food and beverage takeout income in meituan’s total income is more than 50%, the key to meituan’s success in life service is not by taking out, but by its full blossom in the whole life service field. < p > < p > in short, users can book hotels, air tickets, take a taxi, and even do light medical beauty on meituan. But in the case of hungry, apart from takeout, users can do less than meituan. It seems that the name of the app limits the play space of hungry Mo in the field of life services. Along with this “name change” advertisement, the “Blue Knights” have also been redesigned to work together with the advertisement to let more users know that they can do more than deliver takeaway when they are hungry. But from the present point of view, hungry Mo’s business is still limited to instant delivery, only relying on