China News Service, January 18. 2017 has just passed. How has the taste of the Chinese people changed this year? What is the most popular takeaway food sold in China? What do people like to write on the takeaway remarks? Recently, Ele.me exclusively released the "2017 China Internet Local Life Service Blue Book", using big data to restore the Chinese people’s "eating" in 2017.
Is it difficult for the Chinese to adjust? Preserved egg and lean meat porridge become the "greatest common divisor"
Data show that in 2017, the transaction scale of the local life service market still maintained a rapid upward trend, and the single-quarter transaction volume exceeded 100 billion in the third quarter. At present, the user scale of the local life service market has reached 300 million, but as the Internet user dividend fades, the growth momentum is expected to stabilize.
In terms of consumer characteristics, the highest-selling dishes of Ele.me in 2017 were preserved egg lean meat porridge, fragrant garbage leg burger and hot and sour potato shredded. Last year, Ele.me presented on all major platforms sold a total of nearly 19 million copies of preserved egg lean meat porridge.
In terms of consumption quality, the average takeaway customer unit price of Ele.me continued to rise in 2017, breaking through the 40 yuan mark. The unit price of takeout customers in Shanghai led the country, and the unit price of takeout customers reached 54.5 yuan.
If you want to eat good takeout, quality takeout has become the first choice. Quality merchants are also increasingly favored by platforms. Data show that the average sales of a quality merchant in 2017 was 4.5 times that of the average merchant, and the advantages of quality merchants are self-evident. At present, the number of quality merchants in Ele.me is also expanding. By the end of 2017, Ele.me quality merchants increased by 26% compared with 2016.
In the "king’s showdown" of quality merchants, Wallace, a local merchant in China, defeated the foreign fast food giant and KFC and McDonald’s to top the 2017 Ele.me quality merchant takeaway sales list.
More and more non-regular meals are ordered, and second- and third-tier cities are rapidly emerging
The distribution of people’s orders 24 hours a day is becoming more even than in the past. According to Ele.me big data, the proportion of supper and breakfast in each dining period is expanding. Among them, supper orders have reached 9%.
Among the top ten cities that love to order supper, Guangdong takes six of them, worthy of the title of "Big Eat Province". Among them, Jieyang, Guangdong ranks first in the country and has become the city that likes to order supper takeaway in the country, with the proportion of supper takeaway orders accounting for 20% of the day.
In addition to the changes in time, second- and third-tier cities are rapidly rising in space. Although the first-tier cities are far ahead in terms of the absolute number of takeaway orders, the development momentum of takeaway in second- and third-tier cities is still very rapid.
According to the data report of Ele.me, the year-on-year growth rate of order volume and transaction volume in second-tier cities is higher than that in first-tier cities. The year-on-year growth rate of transaction volume in third-tier cities is almost the same as that in first-tier cities. Among third-tier cities, Zhejiang Jinhua is the leader in takeaway orders. In 2017, Jinhua’s takeaway order volume ranked 31st in the country, surpassing some provincial capitals.
There are all kinds of things besides takeout, and the non-catering category is developing rapidly
In addition to food takeaway, non-catering categories are also developing rapidly. The order volume of stores and supermarkets, flowers and green plants, and fresh fruits and vegetables is growing at least 50% year-on-year. On Valentine’s Day in 2017, Ele.me’s flower cake orders exceeded 150,000 orders.
Among the many non-meal deliveries, fruit has become the most common choice. Data shows that nearly 40% of non-meal orders are fruit. However, in terms of development momentum, the non-meal delivery of pharmaceuticals has seen the fastest growth. Compared with 2016, the delivery order volume of Ele.me Pharmaceuticals has increased by nearly 150 times.
2017 takeaway rankings: The strongest takeaway brother feeds a small town with orders a year
Annual takeaway user – a user from Wenzhou, Zhejiang, who ordered 1,639 orders a year, was also the user with the most orders for supper in 2017, with 635 orders, accounting for 40% of orders.
The strongest rider of the year – Lv Jianguo, a rider from Mudanjiang, Heilongjiang, recorded 26,674 runs on Ele.me in 2017.
Takeaway Notes of the Year – In 2017, "dining for two" defeated "dining for one" to become the most noted keyword in orders presented on all major platforms, indicating that two people ordering food is a more common takeout scenario than eating alone.
In late October 2017, a woman asked the delivery guy to draw a "cerebellum axe" due to a breakup. In the end, she didn’t expect the rider to really draw a cute little tiger. For a time, such demand also exploded on the Ele.me takeaway notes.
According to Ele.me data, as of the end of December 2017, there were 23,047 takeaway notes asking riders to draw a little tiger, and 233 takeaway orders asking riders to draw "Qingming River Map".
Also worth mentioning is the note "no tableware". In September 2017, Ele.me released the "Blue Planet" environmental protection plan and added the "no tableware" option in the order remarks to encourage users to reduce the use of disposable tableware. As of December 31, 2017, the note "no tableware" takeaway orders reached 9.80 million, and the savings of disposable tableware through Ele.me are expected to exceed 10 million.
