风投女王徐新:人最大本质是懒惰 习惯了外卖就会一直吃 所以我们重仓美团

格隆汇
Aug 10
据快科技,今日资本创始人、“风投女王”徐新,消费互联网时代投出了京东、美团、BOSS直聘,如今正在硬科技赛道重仓布局。徐新在近日的一个访谈中道出了重仓美团的底层逻辑:人习惯了外卖就会一直吃。“人的天性就是懒惰——当你习惯了别人给你做好饭不用自己做,慢慢加价也还是会吃。外卖也是一样,给优惠券不要只给一次,给五次养成习惯,人们一旦习惯了就离不开了。” 她曾把基金55%的资金投入美团,持仓百分比让很多投资人都无法理解。但徐新笃信:习惯养成后具有极强的路径依赖性,外卖服务本质是替代家庭烹饪,形成不可逆的生活方式转变。徐新透露,该商业认知源自7 Eleven 创始人铃木敏文的经营哲学:人一旦习惯便捷,便很难重回繁琐的旧生活方式。外卖优惠券本质就是用户习惯的培养工具。单次优惠只能带来一次性尝鲜,多次补贴,则能够改写大众日常饮食习惯。

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