Didi affiliates have applied for the Didi food delivery trademark. Does this mean they are about to enter another industry? In fact, this is not necessarily the case. My personal understanding is that there is an intention to prevent malicious registration of trademarks. For example, the trademark Alibaba is very valuable now, so they have basically registered all the trademarks associated with it, just to prevent that kind of malicious registration. Squatting.

The intangible value of a brand is very great, especially when the brand name is very big, such as the current Alibaba and Baidu. With just these few words in their name, the market It is entirely possible to have a valuation of several billion. If you take advantage of such a big reputation, you will definitely have advantages. For example, if you open a restaurant and put it on an official name, everyone will think that the name is very popular. Special, if you don’t have a taste of what they do, this is just borrowing fame. The official will not allow such a thing to happen. In order to prevent such a thing from happening, they have registered some related projects in advance that may use their fame. 's trademark.

If Didi wants to operate across industries, it is not impossible to enter the food delivery industry, but it is relatively difficult. Now basically Ele.me and Meituan dominate the world in major cities. These two are considered the largest development platforms and are also the most well-known to people. Although the platforms have different commissions and different policies, the two parties have basically reached a balance, that is, they will not allow another newly emerging force to suddenly seize the opportunity. Their resources limit the competition between them within a certain range, because this will help ensure the profit margins of both parties.

Building a takeout platform is really a long-term idea. No one would have thought that such a platform could be used to capture the profits of merchants. This order sold for a total of 10 yuan, and the platform has everything. He didn't do it, or provided an information transaction, but he didn't do other things. He didn't cook the riders himself and just recruited them. He could get profits, even higher than the merchants to some extent. The merchants did it themselves. Fan, who sells things by himself, relies on such a platform, but in the end he may still lose money. This kind of thing has happened more than once, so food delivery is a good development prospect, but it will not allow an emerging capital to enter easily.