The Wei family's Liangpi cannot afford to withdraw from the Meituan at a high price, and the end of the "lone brave" is already doomed

NO.505Author: Jing Tianwei and DiReviewed by: Cheng Cheng/Editor: ZhizhiThe draw is too high, and merchants are no longer playing

NO.505

Author: Jing Tianwei and Di

Reviewed by: Cheng Cheng/Editor: Zhizhi

The draw is too high, and merchants are no longer playing. Recently, Wei's Liangpi, known as "the first brother of Liangpi" in the catering industry, quit Meituan and no longer connected to Meituan takeout because it could not bear the high salary. This move has caused quite a stir in the catering industry. Wei's Liangpi has done what most businesses want to do but dare not do. However, it is generally believed that this temporary courage can not compete with the powerful capital of Meituan, and the Wei family Liangpi may soon "surrender".

Wei's Liangpi is off the shelves in Meituan

Recently, many netizens found that it was impossible to order takeaway by using Meituan take away app to search Wei's Liangpi. According to media reports, the person in charge of the Wei Family's Liangpi said that the Wei Family's Liangpi has been removed from the Meituan because of the proportion problem. The manager of Weijia Liangpi said that Meituan's smoking percentage had increased. At first, he didn't notice it, but after accounting, he found that the smoking percentage had increased.

Weijia Liangpi originated in Shaanxi and was founded in 1994. It grew in Xi'an, and then chain stores opened all over the country, with its main headquarters in the northwest and central plains. At present, there are nearly 400 stores, which is the largest brand specializing in Liangpi in China. It is called "Liangpi First Brother" in China.

Weijia Liangpi is a special snack in northwest China. It tastes cool, especially at a low price. An offline Liangpi is less than 10 yuan, and you can eat a bun with meat. In the north, especially in the northwest, Wei's Liangpi has a large number of loyal fans.

The break between Weijia Liangpi and Meituan took place at the end of May. It was observed that you switched between Xi'an, Lanzhou, Zhengzhou and other major cities in the central and western regions in Meituan takeout. It was found that Weijia Liangpi no longer provided takeout services in Meituan takeout, only purchasing services.

Agency buying service, which means that Meituan takeout users can still ask errands to help buy through the Meituan takeout app. However, according to the online information of the delivery clerk, even if the rider buys the Liangpi for him, he will encounter the "special treatment" of the Wei family and may not be able to buy it.

It seems that the Wei family's Liangpi hates Meituan to the bone. This break may have meant it earlier.

It is reported that this is the second time that the Wei family's Liangpi has broken up with Meituan. The first breakup occurred during the epidemic, when the Wei family Liangpi was removed from Meituan. However, due to business pressure, the Wei family Liangpi returned to Meituan after a period of time.

As for the reason why the Wei family Liangpi "declared war" on the Meituan, there was only one reason: the problem of smoking. A catering merchant revealed that Meituan's commission on catering has skyrocketed from the initial 2 points to the current 25%, and with a delivery fee of seven or eight yuan, Meituan is eating at both ends, oppressing the merchant to an unbearable extent.

In this way, a piece of Wei's Liangpi worth 8 yuan may cost 15 yuan to consumers. Many stores offer a minimum of 20 yuan or more for delivery.

A Xi'an consumer once complained on the Internet that ordering a Liangpi and a meat bun could have been done for more than 10 yuan, but it was 33 yuan when Meituan took out the sale, "giving up decisively".

Wei Family Liangpi Becomes the "lone brave" on the platform of resistance

This confrontation of the Wei family's Liangpi won unanimous praise on the Internet, and everyone unanimously praised the bravery of the Wei family's Liangpi. Many businesses said that the Wei family Liangpi did what everyone wanted to do but did not dare to do. Some businesses even said that the Weijia Liangpi fired the first shot of the business to quit Meituan, and the first shot of the physical business against Meituan and capital.

Many netizens want to ask, how long can the Wei family's Liangpi persist this time? In my opinion, the results may not meet everyone's expectations.

The Liangpi of the Wei family is brave this time. The spirit is commendable, but it is still weak. Compared with Meituan, a super Internet platform, the power of Liangpi of the Wei family is too small. The Wei family's Liangpi's inner desire to rise up did not happen. He just cheered up alone, but no one responded. Other businesses just silently praised, hoping that the "uprising" of the Wei family Liangpi would make the platform conscience discover, cut the cut and enjoy the success.

The lack of unity among merchants has given Meituan the opportunity to break through individually. In the face of the resistance of the Wei family and the Liangpi family, as a platform, Meituan must give color, and it is impossible to "conform to the public opinion" to reduce the score. Otherwise, in the future, all merchants will use "exiting the platform" as a threat.

The commission of Meituan does indeed make businesses lose money and earn a living, working for Meituan. However, without a platform like Meituan, some businesses that heavily rely on the platform may not even be able to earn a living. For merchants, although platform customers have thinner profits than oxygen in the Qinghai Tibet Plateau, they lack the leg of online sales, making it difficult to walk.

Why doesn't Meituan comply with public opinion and reduce the commission?

Let alone the Wei family Liangpi, even if the 100 Wei family Liangpi rise up, Meituan will not cut the cut significantly.

In the team that forced Meituan to cut down, the Wei family's Liangpi is the smallest. What battle has Meituan never seen?

In April 2020, due to the COVID-19 pandemic, the catering industry faced difficulties in operation. The Guangdong Provincial Catering Association sent a negotiation letter to Meituan, stating that the percentage drawn was too high and hoping to lower it. Meituan remained unmoved.

In February 2022, the National Development and Reform Commission issued a special document stating that it will guide internet platform enterprises such as takeout to lower service fee standards and reduce costs for catering enterprises. This news has caused the market value of Meituan to evaporate by HKD 200 billion, and it cannot be exchanged for Meituan's commission reduction.

No matter who comes, Meituan remains steadfast in the proportion of the draw, only rising but not falling. Because this is the lifeline of Meituan.

Meituan went from the initial 2%, 3%, and 5%, all the way to the highest 26% commission, but still suffered losses all the way. You should know that this commission is based on the overall revenue of the merchant, not the profit. I don't care if merchants make money or not, I have already imposed this "business tax".

However, even under a high 26% commission, Meituan's financial reports showed consecutive losses. It is also a technical task to collect wool from merchants, riders, and users on a platform, and achieve annual losses in a stable and non loss business.

However, according to the 2023 first quarter financial report released by Meituan, Meituan's revenue in the first quarter was 58.617 billion yuan, a year-on-year increase of 26.7%; The net profit was 5.5 billion yuan, and finally it was profitable. You should know that in the first quarter of last year, there was a loss of 3.586 billion yuan.

Under such a high cut, Meituan finally made a profit. How could he disobey the original intention of capital because of the Liangpi of the Wei family?

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