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饿了么8亿美元鲸吞百度外卖 “三足鼎立”变“两强争霸”

2017-08-25 07:22:23   中国经济网

■本报见习记者 余若晰

传言已久的饿了么收购百度外卖一事,终于落下了帷幕。

8月24日下午,饿了么正式对外宣布合并百度外卖,合并完成后,百度外卖成为饿了么的全资子公司。饿了么创始人兼CEO张旭豪表示,通过这次交易,百度集团也成了饿了么的股东之一,“阿里早前就是我们的重要股东,他们两家都是具有全球影响力的互联网公司和战略投资者,都承诺给予合并后的新平台全方位的支持”。

阿里为收购提供融资支持

据了解,阿里为此次饿了么收购百度外卖提供融资支持,收购达成后,百度外卖将暂时保持独立运营,高层及公司架构不变,此次收购也并未涉及之前备受关注的百度糯米,而饿了么与百度外卖合作达成后未来的发展规划也终于浮出水面。有业内人士表示,此次的收购阿里是重要推手之一。在饿了么收购百度外卖完成之后,阿里还将进一步推动饿了么、百度外卖、以及口碑的融合。

在此次的内部会议上,饿了么CEO张旭豪表示,此次饿了么与百度外卖达成合作后,将实施双品牌战略,百度外卖的团队和人员不会发生改变。百度外卖自创立就以走高端路线的差异化定位,和自建配送的模式进入市场,为行业发展提供了新思路。

根据此前媒体的爆料,饿了么收购百度外卖分两个部分,第一,百度外卖5亿美元出售;第二,百度打包一些流量入口资源给饿了么,作价3亿美元,包括手机百度、百度糯米、百度地图,年限为五年,百度搜索年限为两年。所以,总共收购价格为8亿美元。

外卖市场格局改变

在饿了么完成收购百度外卖一事后,目前市场上的外卖格局将会发生重大的改变。众所周知,当下外卖行业一直呈现着饿了么、美团外卖、百度外卖三足鼎立的局面。

不仅如此,这三家外卖之间的竞争也十分激烈。根据艾媒咨询近日发布的2017年上半年中国在线餐饮外卖市场研究报告显示,目前,“饿了么”、“美团”作为第一阵营的超级品牌分别占据了41.7%和41%的市场份额,而百度外卖是中国互联网行业“BAT”三巨头中唯一一个直接参与市场竞争的,13.2%的市场份额让其远远落后于饿了么和美团外卖,自成第二梯队。

单纯从数据来看,合并之后的饿了么和百度外卖将会占据超过50%的市场份额,使得饿了么在面对美团外卖的竞争中处于优势。艾瑞咨询分析称,此次的合并将极大改变目前饿了么和美团外卖的相持局面,甚至有可能成为外卖市场走向垄断的转折点。

不过,也有业内人士并不看好饿了么和百度外卖合并之后的前景。有业内人士表示,如今的百度外卖价值并不大,双方合并也错过了最佳时机,完全比不上之前的美团与大众点评,滴滴与快的合并。

实际上,百度外卖找到的第一个买家是顺丰。不过双方因为价格分歧,最终告吹。华兴资本也曾撮合过百度外卖和美团外卖。不过,美团方面认为百度外卖在全国所占的市场份额较小,没有合并价值。

百度外卖是BAT中唯一一家直接参与外卖行业的企业。近几年和饿了么、美团外卖的竞争中一直处于落后的状态,曾经市值20亿美元的百度外卖如今只能以5亿美元贱卖。

有业内人士表示,如今百度的重心主要是在人工智能上,而对O2O业务的重视程度确实远弱于从前。目前,百度外卖在竞争中也没有优势,放弃外卖业务也是可以理解的。而合并后的外卖市场的格局究竟如何,两强争霸到底会出现怎样的局面,还有待继续观察。

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