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百度外卖注定会失败?

2017-08-29 09:17:31   中国经济网

有舆论称,在竞争激烈的移动互联网行业,要么做头两名,要么出局,第三名的结局注定不会乐观。

(本文刊发于《中国经济周刊》2017年第34期)

《中国经济周刊》记者 银昕 | 北京报道

责编:周琦

8月24日,早些时间的传言终于“靴子落地”,饿了么CEO张旭豪正式宣布收购百度外卖。百度外卖成为饿了么的全资子公司,暂时保持独立运营,高层及公司架构不变,百度外卖将与饿了么形成差异化经营。

此次双方未公布详细收购价格及具体细节,但据了解,饿了么投资方阿里巴巴为此次收购提供融资支持,饿了么将以5亿美元获得百度外卖平台;同时,百度将百度地图、百度糯米和手机百度入口出售给饿了么使用,前两者的使用年限为5年,手机百度使用年限为2年,此3项流量入口折价3亿美元,收购总价为8亿美元。8亿美元中2亿美元为现金交易,饿了么增发股份3亿美元,交易完成后百度占饿了么股份5%,剩余3亿美元锁定期为5年。2016年7月,百度外卖完成B轮融资后的估值达24亿美元,被收购时缩水了2/3。

根据艾媒咨询近日发布的《2017上半年中国在线餐饮外卖市场研究报告》,外卖行业的市场份额集中度进一步加剧,饿了么与美团齐头并进,分别占据41.7%和41%的市场份额,百度外卖从去年秋天起渐渐掉队,目前保有13.2%的份额。并购后的“饿了么+百度外卖”,将成为名副其实的行业第一。饿了么方面表示,在外卖消费品质化、多元化趋势下,饿了么与百度外卖两大平台优势互补,整合各自在交易、配送和新零售等领域的资源,将产生显著协同效应,巩固新平台的领先地位。

张旭豪在今年3月份召开的博鳌亚洲论坛上曾表示,竞争激烈的外卖行业“最多容得下两家”头部竞争者,此前形成的美团、饿了么以及百度外卖三足鼎立局面最多持续6个月。如今,不到6个月,张旭豪的“预言”已然应验。

百度外卖的失败,源于支付系统和个人账户系统的完败?

“我认为这是行业发展的必然结果。”星瀚资本合伙创始人杨歌告诉《中国经济周刊》记者,“百度外卖曾找到我们希望融资5亿美元,我们回绝了,因为对它不看好。”杨歌称,百度外卖是百度集团孵化出来的一个项目,层级上甚至低于百度糯米这样的一级子公司,只能算是百度的二级子公司,并非由创始人团队主导,而是对外招揽“打工者”,军心并不团结。“美团和饿了么从百度外卖挖几个得力人手,百度外卖所谓高端白领资源的局也就破了。”杨歌说。

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