What's the matter with Baidu takeout changing its name? Caijing exclusively learned that Baidu takeout had held an internal meeting on August 17, and planned to change its name to "star. Ele" in English. This is 12 months since August 2017, when did you purchase Baidu takeout.
In August 2017, hungry you officially announced the acquisition of Baidu takeout. At that time, Caijing exclusively reported that Baidu takeout was sold for 500 million US dollars (including 300 million US dollars in cash and 200 million US dollars in equivalent shares). In addition, baidu packaged the flow import resources to hungry you, with a price of 300 million US dollars. The total purchase price was 800 million US dollars.
The change of name is expected. Previously, Baidu and Ehu agreed on the terms of acquisition, Ehu can use Baidu take out brand for 18 months, and this rename action is 6 months away from the agreed time.
A hungry employee told Caijing that according to the agreement, baidu takeout brand should be able to use until February 2019, but Baidu takeout has been sold. Baidu is not willing to use its brand name for a long time, so the name may be changed in advance.
Another person close to starvation told Caijing that this is Baidu's take out business upgrade plan. On August 17, the project will be launched internally, and it will be officially launched for a while.
The new name 'star take out' is' star. Ele 'in English with a suffix of' ele '. According to this naming method, the brand is more like a sub brand of hungry Yao.
After the name change, the brand name of "Baidu takeout" will bid farewell to the historical stage of takeout.
Baidu takeout service platform was established in May 2014 and officially launched on June 1. The development history of Baidu takeout has gone through a parabolic curve from low to high and then to decline.
In September 2017, Caijing reported in the article "Baidu o2o's demise history", in the early years, Baidu's takeout was very popular, and many Baidu employees were transferred. Although it enters the market later than many take out platforms, it relies on Baidu's powerful brand resources to cut into the high-end white-collar market, so that it can quickly compete for the third market position. In June 2015, Robin Li announced that 50 billion of the accounts were to be broken up to 20 billion to O2O, when Baidu took a good look both inside and outside the takeaway.
There are three internal and external forces leading to the decline of Baidu takeout: first, in October 2015, meituan.com and dianping.com were merged, which is a confirmation of the industry pattern. At that time, meituan received three offers: Taking Baidu's money to merge with nuomi and Baidu takeout; taking Ali's money to fight against reviews and nuomi; and taking Tencent's money to merge with reviews. Although Ali was a shareholder of meituan before this, meituan chose to ally with Tencent, and the position of Tencent's hungry was forced to Ali's side. Then, meituan got a $3.3 billion financing, hungry get a $1.25 billion financing, and Baidu takeout can't get money.
Two, at the big Baidu level, in mid 2016, after the return of Baidu veteran Ren Xuyang, he persuaded Robin Li to abandon the O2O strategy, and Baidu began to transform to AI in an all-round way. "This is a fleet. If Baidu, the main search ship, suddenly wants to turn, take out is a submachine, and there is no point in doing anything. "Said a Baidu takeout employee. Since then, baidu take out and Baidu nuomi, two of Baidu o2o's' stormboats', have sought to sell the former, while the latter has integrated with Baidu dassou to transform into an advertising platform for profit.
The change of competitive situation and the change of group attitude constitute the external environment of Baidu's takeout, and the third is the internal reason. Several people interviewed by Caijing have expressed that their internal personnel relations are relatively complex. A number of senior executives who have left include Wang Yaohong, vice president Song liming, product director Liu can, logistics director Zhu Yong, he Maoxiang, direct sales director Helen and vice president Chen Jinhui. A series of personnel changes indicate that they have a good omen for today.
Since the second half of 2016, baidu takeout has been looking for a buyer, and it has been caught in continuous sales rumors with meituan and Shunfeng. In May 2016, Ren Xuyang found Wang Xing, CEO of meituan reviews, and Wang Huiwen, vice president, but Baidu insisted that its B round financing was valued at US $2.4 billion, and the negotiation ended.
Soon Baidu found SF. Shun Feng has always been positive in delivery. In July 2016, Shun Feng began to cooperate with Baidu in delivery. The former undertakes part of the order delivery work. In February 2017, Shun Feng will strengthen after listing on the Shenzhen Stock Exchange. According to the reporter of Finance and economics, Shun Feng plans to take a stake in Baidu take away for us $200 million, in addition to the package agreement with Baidu group. But at that time, baidu still insisted on the valuation of $2.4 billion, and the "package agreement" failed, which ended two months ago.
In August 2017, baidu takeout reached a deal six months after contacting with hungry Yao. (for details, please refer to the article "Baidu o2o extinction history")
Hungry to Baidu takeout acquisition, is the latter in the high-end market and technology capabilities. After the completion of the acquisition, hungry Yao immediately announced the "double brand strategy", that is, baidu takeout as the high-end, hungry Yao as the low-end brand coverage strategy. Just after the merger, hungry? The official said that hungry + Baidu take out market share is more than 50%.
Caijing learned that last year's acquisition of Baidu takeout by hungry did not help hungry in terms of high-end brand and technology improvement, especially after the integration of the second and third place, the three-party game relationship between meituan takeout, hungry you and Baidu takeout has been reduced for many years. But its integration process is not smooth, especially Baidu take out market share has been eroded. The uproar among its agents has not yet subsided.
In April 2018, Alibaba announced a wholly-owned acquisition of hungry at a valuation of US $9.5 billion. Zhang xuhao, the founder, served as the chairman of hungry. Wang Lei, the vice president of Alibaba group and the former CEO of Alibaba health, took over as the CEO. At this time, baidu took out the second time. On August 4, Wang Lei said in an exclusive interview with Caijing that the focus of hungry Yao is to regain market share, of which the short-term goal is to regain 50%. This sentence shows that the market share of hungry + Baidu takeout is less than half.
According to the annual report on the development of China's sharing economy (2018) released by the National Information Center in March, the takeout market share of meituan reached 62%, and the daily order completed exceeded 18 million.
But Ali will not give up the market easily. Wang Lei said in the interview that for Ali, if you are hungry, it has three values: local life entrance, instant delivery and payment. No matter how much the group invests, it is cost-effective. 'Ali's free cash flow is big enough. How can the money be spread over hungry heads. 'he repeatedly stressed Ali's determination in the interview.
China's offline catering industry is one of the most fierce and enduring industries in China's mobile Internet arena. It has experienced three large-scale M & A cases: meituan's merger with Volkswagen, hungry you's acquisition of Baidu takeout, and Ali's acquisition of hungry you. Now, after Baidu's takeout employees have experienced two changes of ownership, Baidu has been out of the war in all respects. The rest of the war between meituan, invested by Tencent, and hungry you, wholly owned by Ali, is still not over. According to the latest news, Ali has set up a holding company, and will pack up word-of-mouth and carry out independent financing.
The takeout war has gone from the era of three party separatism to a comprehensive confrontation between the two ecological groups, namely, meituan and Ali. Baidu takeout, which has aroused a stir in the takeout Jianghu, will be renamed with this time and completely withdraw from the historical stage.