Nearly 10 million active merchants are the real core competitiveness of Meituan Enterprise Edition.Author Chestnut.
Can you imagine an employee of a business inviting a customer to a cup of coffee at a temple?This is the new scenario and new demand of enterprise consumption. Kang Kai, general manager of Meituan Enterprise Edition, said.
On December 14, Meituan Enterprise held its first Enterprise Consumption Management Conference in Shanghai. More than 20 industry leaders from Fudan University, Lixin Tax Agent Firm, Servier, China Construction Bank, Everbright Bank, NIO, etc., and nearly 1,000 practical elites of enterprises shared new trends, new scenarios and new capabilities of enterprise consumption under the new situation at the conference.
Kang Kai thinksThe penetration rate of enterprise consumption digitalization is further increasing in various industries. In the past few years, Meituan Enterprise has taken corporate dining as its advantageous scenario, and gradually covered various corporate consumption scenarios such as business travel, car use, and welfare.
In fact compared to the past,With the improvement of enterprise consumption digitalization, enterprise consumption demand continues to expand, and consumption scenarios are more diversified. Under this trend, the one-stop digital management of enterprise consumption has increasingly become an industry consensus.
From serving Meituan itself to launching commercialization exploration, to officially changing its name in April this year (Meituan Enterprise Edition used to be known as Meituan Business Enterprise Pass), Meituan Enterprise Edition has served tens of thousands of customers. Overlooking the enterprise consumption track, what are the core values and competitive advantages of Meituan Enterprise Edition?Why do enterprises need Meituan Enterprise in the era of enterprise digitalization?
As early as more than 20 years ago, there have been many ERP-based business spend management companies in the United States, covering procurement management, external employee management, travel expense control, etc., and with the development of cloud computing, the cost control SaaS business has gradually been differentiated. Among them, Coupa and TripActions are the leading companies in the BSM industry.
In September 2014, Concur, a well-known U.S. cost-control SaaS manufacturer, was acquired by SAP for $8.3 billion, which became a typical acquisition of global cost-control SaaS at that time.
At the same time, China's VAT electronic ordinary invoice has shifted from pilot to full popularization, making pure online reimbursement possible, and China's "cost control SaaS" entrepreneurial wave has also emerged.
Compared with the United States, China is more mature in the construction of consumer Internet and has a larger market space.
According to the data of the "China Enterprise Expenditure Management Report" released by iResearch in 2020, it is ...In China, the scale of expenditure for the five major scenarios of business travel, travel, group meals, procurement and welfare has reached the trillion level. At the same time, the demand for cost control and management of employees' personal reimbursement and corporate expenditure is becoming more and more obvious, which corresponds to the huge consumer market space of enterprises.
In the face of such a huge market space, with the support of the rigid demand for enterprise reimbursement, in just three years, a large number of emerging enterprises such as Decibel Tong, Hesi (Yi Kuaibao), Huilios, and Yuannian Cloud have appeared in the domestic fee control SaaS industry, and the number once reached nearly 100 by 2017.
From the perspective of the enterprise, expense control reimbursement is undoubtedly an important demand scenario in the business process, and its pain point lies in the fact that enterprise employees need to pay a large number of expenses in advance and manually post tickets afterwards, which occupies a large number of employees' personal funds and time costs. And when the budget is overspent, the lagging behavior of "reimbursement" can easily make the enterprise management and control passive. Therefore, solving the problem of "ex-ante expense control" and "post-ticket reimbursement" is also the core breakthrough point of most expense control SaaS vendors.
However, whether it is the paper manual ticket pasting in the past or the mobile online reimbursement of electronic invoices today, its perspective is the financial perspective of the enterprise. ButIn today's highly developed mobile Internet, a single financial perspective can no longer fully meet the needs of enterprise operation and management. Because the consumption and procurement behaviors involved in business operations have become more fragmented and diversified.
Some 4S stores of some car companies have approached us and hope that we will provide them with customer meal services. For example, if the owner goes to the 4S shop for vehicle maintenance for more than 1 hour, the store manager has the right to allocate a meal quota of 30 yuan to the car owner to buy meals for the car owner and improve the service satisfaction of the 4S store. From a financial point of view, this money is not used for internal employees, nor is it for business banquets. Its usage scenarios are very random and highly fragmented. There are actually many similar scenes. Kang Kai, general manager of Meituan Enterprise Edition, told Jiazi Lightyear.
In fact,Today's enterprise expense control reimbursement has long jumped out of the financial category and gradually extended to the front-end consumption scenario. Because the company's business group meals, business travel, employee welfare procurement, etc., are the vast majority of actual use scenarios for expense control and reimbursement.
Only by including these consumption scenarios, which have always been outside the enterprise cost control system in the past, can we control expenses from the source of consumption, and finally form a closed-loop of full-process cost control before, during, and after consumption.
In other words, enterprises have now moved from cost control management to consumption management.
Meituan Enterprise believes that there have been three eras of enterprise consumption management: only 10 times;20 times;3. The transaction part is online, and the process is online at the same time0 times;And today, corporate consumption has entered 3The era of 0+.
In Konkai's observations,Compared with the past, the management mode of today's enterprises has become highly digitalized, and has gradually extended from business digitalization to the digitalization of employee management.
At the same time, the demand of employees on the consumption side of the enterprise is changing to diversification, quality and flexibility, which also puts forward higher requirements for the consumption mode of the enterprise. In this context,How to reduce ineffective costs, improve management efficiency, strengthen compliance control, and meet the personalized needs of employees are 3The core problem of enterprise consumption management in the 0+ era.
So, what is the solution to the problem of Meituan Enterprise Edition?
Although the Meituan Enterprise Edition product was officially upgraded and released in April this year, this does not mean that Meituan Enterprise Edition has only been born for less than a year. In fact, the predecessor of Meituan Enterprise dates back to 2015.
At the beginning, Meituan's business development was relatively stable, and with the continuous expansion of Meituan's organizational structure, employees' demand for meals and business travel began to explode. Therefore, Meituan's first big customer is Meituan itself.
On the one hand, it serves Meituan, which has tens of thousands of employees and a large organizational structure, and has accumulated TOB service experienceWhile strengthening the capacity building of the ** chain, Meituan Business Enterprise Connect began to gradually move from behind the scenes to the front of the stage, and officially changed its name in April this year, making its appearance as Meituan Enterprise Edition.
Meituan Enterprise is not difficult to understand, and its main business is to provide one-stop enterprise consumption management services for enterprise users in scenarios such as welfare meals, hospitality meals, customized group meals, and corporate travelThe purpose is to solve the problems of complex reimbursement process, opaque consumption, difficult cost control, and single supply resources in enterprise consumption.
It is understood that at present, the key scenarios of Meituan Enterprise Edition focus on corporate dining, providing enterprises of different sizes with multi-scenario corporate dining solutions with capabilities such as consumption control, capital payment, corporate settlement, and data insight.
In Jiazi Lightyear's view, this choice is based on the accumulation of many years of ** chains such as Meituan takeaway and Meituan catering to stores. What's more,Corporate dining is a high-frequency scenario in corporate consumption. However, compared with the coverage of travel and other scenarios such as Ctrip and Didi Enterprise, there has been no convenient meal reimbursement solution in the industry.
This kind of differentiation is the key to Meituan's rapid market penetration in the enterprise consumption industry.
However, in an interview with Jiazi Lightyear, Kang Kai emphasized that although Meituan Enterprise is currently focusing on dining, this does not mean that Meituan Enterprise can only do dining. "As long as the employees of the enterprise use the company's funds to purchase products or services recognized by the enterprise, they all belong to the enterprise consumption, and they are also the scope of services that Meituan Enterprise can serve. ”
Kang Kai thinksToday's enterprises still have four pain points that are difficult to solve in terms of consumption control, that is, "cost reduction, efficiency increase, compliance, and experience".
First of all, let's look at cost reduction. Cost control has always been an important part of business operations, but how to effectively reduce costs, enterprises may not be able to find their own answers. For example, on the premise of ensuring service quality, enterprises can reduce operating costs by optimizing chain management, reducing waste, and improving resource utilization efficiency. In addition, with the intensification of market competition, enterprises also need to constantly find new cost control points to adapt to market changes.
The second is efficiency. Improving efficiency is the eternal pursuit of enterprises. In enterprise consumption management, how to simplify the process, reduce manual intervention, and improve the accuracy of data processing through technical means is a problem that enterprises need to solve. At the same time, how to motivate employees to improve work efficiency through enterprise consumption is also a major challenge for enterprises to increase efficiency.
The third is compliance. In the actual reimbursement process of the enterprise, employees may not always strictly follow the company's cost control standards, such as spending excessively, not strictly following the travel standards to book air tickets and hotels, etc., which can easily cause waste of expenditure to the enterprise. In addition, incidents of individual employees using false consumption arbitrage also occur occasionally. Therefore, compliance is also an important part of enterprise consumption management.
Finally, there is the experience. Improving the employee experience is key to increasing employee satisfaction and loyalty. In enterprise consumption management, the improvement of employee experience requires enterprises to pay attention to the personalized needs of employees and provide convenient, transparent and humanized consumption services. How to balance cost control and employee experience improvement is a trade-off that enterprises need to weigh in management.
"Cost reduction, efficiency increase, compliance, and experience" are the core values of Meituan Enterprise Edition.
In Konkai's point of view,Corporate Consumption 3The biggest difference between the 0+ era and the previous one is that it should really solve the management demands of enterprise consumption through deep control of all scenarios and through real horizontal and vertical integration.
The so-called "horizontal" refers to the abstraction of more than 200 subdivided enterprise consumption scenarios in large scenarios such as eating, living, traveling, traveling, shopping, and entertainment"Vertical" refers to the self-construction of the entire business transaction process, and the entire control rules penetrate into all aspects of the transaction.
Only when the consumption scenarios are covered enough and the transaction process control is strong enough can the needs of enterprises for 'cost reduction, efficiency increase, compliance, and experience' be truly met." Kang Kai said bluntly.
Meituan Enterprise User Value Experience Map, source: Meituan Enterprise Edition.
In the Internet industry, which emphasizes first-mover advantage, Meituan, which is "slow and half-beat", is a special case. Whether it's **, hotels, tickets, or takeaways, Meituan is not the first to eat crabs. Including Meituan Enterprise.
But it's worth noting that Meituan is often "last to come, first served" every time.
As mentioned above, Meituan Enterprise has been developing in China for many years in the enterprise consumption and expense control reimbursement industry. According to Jiazi Lightyear, there are two main types of players in the current market.
One is:Consumption scenario enterprises.
This category of players is mainly composed of large Internet giants, such as Ctrip, Didi Enterprise, AutoNavi Enterprise, etc. The advantage of these companies is that they have a very large self-owned first-chain system in their own vertical industries, which can directly manage the merchants connected to the platform and solve the cost control needs of enterprise customers from the consumer side.
The other type is the cost control enterprise.
This type of player is mainly composed of SaaS companies for cost control and reimbursement, such as Decibel, Hesi (Easy Express), Helios, etc. The advantage of such enterprises is that they take the back-end expense control and reimbursement as the starting point, and extend to the front-end to provide customers with enterprise consumption management. For example, Hescece is positioned as an "agile financial revenue and expenditure management platform".Decibel integrates the "software + payment" scenario and explores the enterprise expenditure management track with a new business model.
But compared to these two types of players, Meituan Enterprise has its own unique advantages.
Compared with enterprises in consumption scenarios, Meituan Enterprise Edition has the advantage of full coverage of consumer goods, with a wider range of scenarios and richer chains. This depends on Meituan's continuous construction on the merchant side and the chain side. This large-scale scenario coverage capability is stronger than the single-category consumption scenarios made by other major Internet companies in the market, and it is bound to better meet the cross-consumption needs of customers in different scenarios.
Enterprise consumption demand is very fragmented, and there are many cross-consumption scenarios. For example, if a corporate salesperson purchases business banquets and gifts during business trips, this demand cannot be solved by a single consumption scenario service provider. However, if too many service providers are introduced, it will not only add processes to employees, but also easily cause data silos in multiple systems. Kang Kai said bluntly.
WhileCompared with cost control enterprises, Meituan Enterprise has the advantage of its ability to control the ** chain. Although cost control enterprises are also solving the problem of enterprise consumption, at the level of enterprise consumption chain, these enterprises must choose to connect with the chain platform. For example, catering access to Meituan, travel access to Ctrip, and taxi access to Didi.
Although this method allows cost control enterprises to achieve comprehensive coverage of consumption scenarios, its problem is that these ** chains are "non-owned". Meituan Enterprise Edition, its own ** chain, can further deepen the controllable compliance and consumption experience of enterprise customers on the consumer side.
An example that is not difficult to think of is, for example, if an employee loses an order for takeout, or if there is a problem with a hotel reservation, it is difficult for the cost control service provider to solve it, because the problem appears at the end of the chain. Fee control service providers need to communicate with the **chain platform, and then the platform will communicate with the problem merchants. The self-owned ** chain can be communicated by the platform with the problem merchant, and directly fed back to the user after the problem is solved, and the intermediate process is shorter.
From the comparison of the above two types of players, it is not difficult to find thatThe biggest advantage of Meituan Enterprise Edition, which has been developing for many years, is that it is still very likely to be "last mover first served", which is Meituan's strong ** chain capability.
Generally speaking, industry know-how, customer service experience, best practices, etc., are the core competitiveness of TOB business. ButAs far as enterprise consumption is concerned, the huge first-chain transaction system is undoubtedly the lowest business support. The construction of a sufficiently wide and strong ** chain is by no means solved by investing talents or funds overnight, but a competitive barrier that can only be accumulated over the past ten years.
Sharpen the knife and do not mistake the woodcutter. According to the annual financial report data released by Meituan in April this yearAs of 2022, the number of active merchants on Meituan's platform has exceeded 9.3 million, covering more than 2,800 counties and cities across the country, including restaurants, machine wine, supermarkets, etc.
The nearly 10 million active merchants on the platform are the real core competitiveness of Meituan Enterprise Edition.
In terms of service effect, according to the statistics of Meituan Enterprise customer data,After connecting to Meituan Enterprise Edition, it can save an average of 4. per employee per monthThe reimbursement time of 4 hours improves the efficiency of the enterprise's finance-related processes by 90%.
That is to say,The larger the number of employees, the stronger the leverage effect in terms of personnel management efficiency, and the more obvious the labor cost and efficiency improvement will be.
And that's just statistical. At the level of "experience", which is difficult to reflect in data, the effect of Meituan Enterprise has also been recognized by customers.
In October 2022, Chery's own high-end brand Xingtu deepened user insight and cooperated with Meituan Enterprise Edition to launch the industry's first "Quality Lunch" service, further improving the in-store experience of Xingtu car owners for after-sales maintenance. It is understood that the "Quality Lunch" service jointly launched by the two parties has covered more than 500 Xingtu authorized service providers across the country, serving more than 80,000 Xingtu car owners.
The Xingtu Quality Lunch in cooperation with Meituan Enterprise Edition is another correct and important measure for Xingtu to create high-end services at this stage. It is no exaggeration to say that this is a cross-border cooperation and innovation, the first time of Xingtu, and it will be a pioneering move for subsequent cross-border cooperation with more automobiles. Lou Xin, director of after-sales service of Xingtu, commented on this.
According to Kangkai,Since its official launch in 2021, Meituan Enterprise has served more than 10,000 companiesTypical customers include China Construction Bank, China Everbright Bank, Servier, NIO, AsiaInfo Group, Yuanqi Forest, etc., covering more than 20 industries including financial banking, biomedicine, FMCG, new energy, software and information technology services.
When Meituan Enterprise made its first public appearance in April this year, Wang Puzhong, senior vice president of Meituan and president of Daojia Business Group, publicly stated that the short-term goals of Meituan Enterprise are:In the next five years, we will help 100,000 enterprises reduce tens of billions of costs.
In Jiazi Lightyear's view, the direct value of Meituan Enterprise Edition is to solve the problem of reducing ineffective costs, improving management efficiency, strengthening compliance control, and meeting the personalized needs of employees in the enterprise consumption scenario. But we believe that its value doesn't stop there.
Essentially, Meituan Enterprise is an important part of the digital transformation and upgrading of enterprises. Today, the digitalization of enterprise management is developing in depth, from the digitalization of organizational management to the digitalization of employee management.
Meituan's Enterprise business, on the other hand, has directly changed corporate consumption from offline after-the-fact reimbursement to online ex-ante planning. Its value lies not only in saving employees' time in ticket reimbursement, but also in the greater valueThis transformation realizes digital pre-budget management, greatly improves the efficiency of enterprise decision-making, and precipitates data online, providing an effective basis for subsequent business decisions.
According to Zhuang Shuai, an expert in the retail e-commerce industry and founder of Bailian Consulting, Meituan Enterprise Edition more accurately distinguishes between to B-end and To-C-end users, so that Meituan can carry out order fulfillment and product customization according to the needs of enterprise users, which is conducive to reducing costs and improving enterprise user satisfaction, while improving service threshold and competitiveness. More importantly, white-collar workers account for a large proportion of Meituan's users, and Meituan Enterprise Edition binds individual white-collar users as enterprises, which will enhance stability and loyalty.
It is our mission to make corporate consumption easier. In the future, I hope that one day all the consumption of all employees of the enterprise can be completed on Meituan Enterprise Edition, so that every business consumption can be as simple as using Meituan. Kang Kai told Jiazi Lightyear.
Cover: Kang Kai, general manager of Meituan Enterprise Edition Source: Meituan Enterprise Edition).