Regulatory mechanisms of vulnerability evident, no wonder the hungry black workshop killed, pay cuts-315, CCTV′s 315 evening, hungry, Takeaway-IT information
"Black workshop" event is CCTV exposure Hou, hungry PR immediately issued a description of the various versions, founder of Zhang Xuhao said "action", or even to unite 360 Live kitchen, operate the "Ming kitchen oven" activities.
But this does not seem to solve the problem. On March 17, the Beijing business today reported, found hungry part is offline "problem businesses" have changed name again last, address, dishes exactly the same information, just use a "waistcoat".
Facing a major exposure related to food safety issues, hungry of all sorts of reactions are to stay on a public relations level, did not analyze the root cause of the problem, and no further internal accountability.
This exposure, takeout meal industry over competition, lack of supervision once embodied. Show takeaway O2O in the long-term benefits of "non-profit" status, hungry as a thaw to the f-wheels "boss" anxious state of mind, deeper behind management vulnerabilities. These are 315 have not revealed.
One of hungry BD (business development), Lei Rui (not his real name) said in interface for journalists, these workshops can exist on the platform are at the root of "under the policy, on policy"--the system is tight is the reason.
Hungry as a platform, is naturally does not want "black workshop" affect its reputation. Therefore, companies will stress that when training for BD, be sure to check the business′s three-card (the food distribution license, and a food service license and business license) are complete, whether the platform standards. But the execution seems to be greatly reduced.
Normally, if you want to online delivery platform, businesses need to submit documents, approved to go live. Information to verify the need for a week of time, someone will take advantage of this play time difference, business license also carried out is often an excuse, hoping to "undocumented opening". In order to get more business, hungry default allows merchants to set up shop, after the transfer certificate. In other words, during the audit period, businesses can be normal business on the platform.
Under the influence of this trend, BD′s main job is to push the late businessmen make up the three cards. In fact, this flaw in the system design is implicitly condoning black cottage businesses settled. Lei Rui interface, said "pre-315, marketing greatest work is urging businesses to upload data every day. ”
This "undocumented opening" motive behind is BD KPI pressure.
Another got out of Office soon: the first-tier cities hungry BD Royal Army (not his real name) told interface journalist, did his hungry day to launch three new businesses, "not up to the required performance will be multiplied by the coefficient 0.5 or 0.3. "Hungry BD team payroll salary (3K) +3K* coefficient (performance), two-part, can get the average wage is around 6000 a month, plus benefits, the money just to meet a person′s normal living expenses.
During the Spring Festival, many businesses closed, plunging orders and results are many older employees have complained that the performance becomes 0.5, good situation is 0.6, earn less than 5000 pieces.
At various times, hungry KPI assessment criteria are different. In the present, take-away food market is already not a blue sea, pressured the BD will have to find some more remote, has just opened, and even there is no qualified businesses the edge to maintain their business volume.
Lei Rui normal working condition is that runs around the 10:30 A.M. district around. Most of the day running over more than 30, officially signed a 4, have the cooperation intention more than more than 10. At night, in order to help businesses operate stores as soon as possible, he would urge businesses sent photos of the dishes, who was sitting in front of the computer to help them.
A bigger problem is that contracts are not standard. This is Lei Rui can′t understand how your first day issue, boss did not give him a contract he has to run a business. When asked, Lei Rui′s top business managers in response he said, "If you want to check the official seal of the contract, you need to send the contract back to the headquarters in Shanghai, too much trouble. ”
This kind of "trouble" result,BD actually talk business, if offered to sign a contract business, will give a unilateral contract. Everything on line or the performance appraisal standards, rights and obligations of both parties is legally not clearly demarcated.
"Once the hungry to improve revenue points, no bargaining power of small businesses can only swallow or close up shop. "Not long ago, the hungry will have an operation to improve revenue points from previous 13-15 points, up to 18-20, and convey this pricing has only oral notification of the BD.
In April 2009, studied at the Shanghai Jiao Tong University Graduate Student Zhang Xuhao and several of his homes have done take-out business business idea. Data up to October 2015, hungry after six years of development, employs more than 10,000 people, has disclosed the total amount of more than $ 2.3 billion, valued at more than $ 4.5 billion.
According to the Analysys data from 2015, hungry 33.4% of the market share, ranked first. Starting from the second half of last year, subsidies began to slow down, take-out meals unprofitable business bottlenecks. Hungry and competition between rival sign around stores, import and distribution between businesses and brands.
Under competitive pressure, companies began. Hungry exposure of the problem nor is it a platform, "black workshop" and other irregularities in other selling platforms also exist.
As early as October 2015, Shenzhen market found in the inspection department law enforcement officials in their law enforcement action called "Shi′s favorite spicy" shop for food has been made in the management of licenses is still illegal sales. The shop also through public comments, Amoy, "hungry", the United States Mission in four third party sold out.
But at that time, the case did not attract the attention of various platforms. Even the default rule is that in the special stage, internal quality control and Inspection Department is to give way to the market sector. Wang told interface journalists sold out the initial stage, similar to the hungry it will open first shop, after the Shanghai composite pattern is a common tacit consent.
"But some of the sites will be no qualified business ranking placed qualified businesses or set up a threshold for lead qualification of business register and upload time. Hungry businesses ranking can be adjusted by BD human priorities. "Mr Wang says.
Although pre-315, hungry little sent the letter says internal regulators off line more than 20,000 businesses, but which did not fall into the shop every day review.
▲ Hungry business plan
In addition, according to Wang introduced, in what is now out in the industry, does not match the text is a very common phenomenon. Earlier clients usually does not appear in store show information such as pictures, store environment, Logo is usually free to choose in the gallery by the system, food pictures are often commercially self upload or not. Many businesses will choose to download items from the Internet pictures uploaded to their menus, in order to improve presentation.
Interface news, it was understood that hungry the next stage′s goal is to introduce "big brand". Internally, this is known as the SIG project. SIG price is the target consumer groups in more than 55 white-collar users, they occupy the takeout market 67%. And there will be no black workshop problems.
However, if big brands are hungry you need to standardize its processes and services. Brand business negotiation cycle is longer, and gathered around the shopping district, business stability in most businesses take a wait-and-see attitude. In addition, they will be more concerned about distribution problems.
Major delivery platform when particularly serious shortage of capacity in the new year. Many deliverymen have gone home, coupled with the movement of people. When the most exaggerated, forcing businesses to close. This actually constitutes a violation of the merchant.
On the afternoon of March 16, hungry sent a letter to all business platforms of food hygiene and safety and quality review of submissions currently interface in random visited is journalists in Shanghai found that some businesses have not yet received it. By 315, the major takeaway O2O should give proper attention to food security and platform supervision responsibility, rather than the so-called public relations skills.
监管机制漏洞明显，难怪饿了么黑作坊杀不绝 - 315,央视315晚会,饿了么,外卖 - IT资讯
“黑作坊”事件被央视曝光后，饿了么公关随即发布了各种版本的说明，创始人张旭豪也表态“要行动起来”，甚至还要联合360做直播后厨，操作一项名为“明厨亮灶”的活动。
但这似乎并没有解决问题。3月17日《北京商报》报道，发现饿了么部分被下线的“问题商家”改了个名字又重新上架了，地址、菜品等资料一模一样，只是换了个“马甲”而已。
面对一项涉及食品安全层面的重大曝光，饿了么的种种反应基本都停留在公关层面，既没有分析问题产生的根源到底什么，也没有更深一层的内部问责。
这次曝光，其实是外卖订餐行业过度竞争、缺乏监管的一次集中体现。更显露出外卖O2O长期处于补贴的“非盈利”状态后，饿了么作为一家融到F轮的“行业老大”急于求成的心态，背后也有更深层的管理运营漏洞。这些都是315未曾揭露的。
饿了么的一位BD(商务拓展员)雷瑞(化名)在接受界面新闻记者采访时表示，这些黑作坊能够在平台上存在的根本原因是“上有政策、下有对策”——系统不严密是本质原因。
饿了么作为一个平台，自然是不希望“黑作坊”影响其声誉。所以，公司在给BD们培训时都会强调，一定要先检查商家的三证(《食品流通许可证》、《餐饮服务许可证》和《营业执照》)是否齐全，是否符合平台标准。但是，执行起来似乎就大打折扣了。
按理说，如果想上线外卖平台，商家需要先提交证件、审核通过了才能正式上线。信息的核实需要有一周的时间，有人就利用这一点打起了时间差，商家们通常会以营业执照还在办理为借口，希望可以“无证开店”。而为了获取更多商家，饿了么默认允许商家先开店，后传证。也就是说，在审核期间，商家是可以在平台上正常营业的。
在这种风气的影响下，BD们后期的主要工作就是催商家们补齐三证。事实上，这种系统缺陷的设计就是在暗中纵容黑作坊式的商家入驻。雷瑞对界面新闻记者说，“315前期，市场人员每天最大的工作就是催商家们上传资料。”
这种“无证开店”的动因背后，是BD们的KPI压力。
另一位刚刚离职不久的一线城市饿了么BD王军(化名)告诉界面新闻记者，他在饿了么一天要上线三个新商家，“达不到这个要求绩效就要乘以0.5或0.3的系数。”饿了么的BD团队员工工资由基本工资(3K)+3K*系数(绩效)两部分构成，一个月能到手的平均工资水平是6000上下，再加上补助，这些钱刚好能够满足一个人的正常生活开销。
在春节期间，不少商家歇业，订单量和业绩量都大幅下滑，很多老员工都在抱怨绩效变成了0.5，好一点的情况是0.6，到手的工资不足5000块。
在不同时期，饿了么KPI的考核标准都不同。在当下，外卖市场早已不是蓝海，迫于压力的BD们就必须找一些比较偏僻的、刚刚开业的、甚至是没有符合资质的边缘商家，来维持自己的业务量。
雷瑞正常的工作状态是，早上10点半左右开始在商圈周围跑。最多的一天跑了30多家，正式签了4家，有合作意向的10余家。晚上，为了尽快帮商家把店面运营起来，他会催促商家把菜品的照片发过来，自己坐在电脑前帮他们传。
更大的问题在于合同不规范。这是第一天上班的雷瑞怎么都理解不了的问题，老大没有给他合同就让他去跑商家了。问起来的时候，雷瑞的上层的业务经理回复他说，“如果要签盖公章的合同，需要把合同寄回上海总部，太麻烦了。”
这种“嫌麻烦”的结果是，BD实际去谈业务时，如果遇到提出要签合同的商家，都会给一个单方面的合同。一切都以上线与否作为业绩考核标准，双方的权利义务没有法律上的明确划分。
“一旦饿了么要提高营收点数，没有议价能力的小商家只能忍气吞声，要么就关店。”不久前，饿了么就有一次提高营收点数的行动，从原先的13-15个点，提升到18-20，而这种调价的传达竟然只是BD的口头通知。
2009年4月，就读于上海交大的研究生张旭豪和他的几位舍产生了做外卖生意的创业想法。截至2015年10月的数据，饿了么经过六年的发展，员工超过一万人，已披露的融资总额超过23亿美元，估值超过45亿美元。
根据易观国际2015年的数据，饿了么占据33.4%的市场份额，位列第一。从去年下半年起，补贴开始趋缓，外卖送餐不赚钱的商业模式遇到瓶颈。饿了么和其竞争对手之间的竞争围绕签约门店数量、自营配送和品牌商家之间展开。
竞争压力之下，企业动作开始变形。饿了么被曝光的问题其实也不是它一个平台的事情，“黑作坊”等不规范行为在其他外卖平台也存在。
早在2015年10月，深圳市市场稽查局执法人员在执法行动中发现名为“施氏最爱麻辣烫”的小店涉嫌没有取得食品经营许可证却依旧违规销售。该店还通过大众点评、淘点点、“饿了么”、美团这四家第三方平台销售外卖。
但当时，案件并没有引起各家平台的注意。甚至默认的规则是，在特殊阶段，公司内部的品控和监察部门是要让位于市场部门的。王军告诉界面新闻记者，在外卖市场的初期，类似于饿了么先开店、后上证的模式是行业内普遍默许的。
“但有些网站会将无资质商家排名顺序后置于有资质商家，或者设置一些门槛引导商户及时办理和上传资质。饿了么的商家排名则可以通过BD人为调整优先顺序。”王军说。
虽然315前期，饿了么发微信称内部的监管部门下线了两万多商家，但这种监管并没有落到日常的开店审查中。
▲饿了么业务图
除此之外，据王军介绍，在现在的外卖行业中，图文不符现象是非常普遍的现象。早期的客户端里通常不显示门店、店内环境图片等展示信息，Logo图通常是由系统图库里自由选择，菜品图片通常由商家自助上传或者不传。很多商家会选择在网上下载菜品图片上传至自家菜单，以提高卖相。
据界面新闻了解，饿了么下一阶段的目标是引入“大品牌”。在内部，这被称为SIG项目。SIG的目标消费群体是客单价在55元以上的白领用户，他们占据外卖市场消费人群的67%。而且不会存在黑作坊的问题。
但是，如果谈大品牌，饿了么更需要规范其流程和服务。大品牌商家的谈判周期更长，而且多聚集在商圈周围，生意稳定的大多商家持观望态度。另外，他们会更关注配送问题。
各大外卖平台运力不足的问题在过年的时候特别严重。很多送货员都回家了，再加上人员流动。最夸张的时候，会倒逼着商家关门。这实际上已经构成了对商家的一种侵害。
在3月16日下午，饿了么给所有商家发了一封平台的食品卫生安全和资质审查的意见书，目前界面新闻记者在上海随机走访中发现，有些商家还暂未收到。通过315，各大外卖O2O应该重新重视食品安全和平台监管的责任，而不是所谓的公关技巧。