There are many interesting contradictions behind the WeChat public account of a small farmer girl delivering vegetables. This account, which claims to be a girl, was created by three grown men. As a public account selling vegetables on WeChat, some of the core team members are from the Tencent team. His vegetable selling career even started in Tencent Building. At present, the small farmer girls who mainly deliver vegetables near the Shenzhen Science and Technology Park also provide semi-finished products (clean vegetables that have been preliminarily cleaned). What is special about it is that they use WeChat to sell vegetables. After the user makes a reservation on WeChat the night before, the team will purchase the dishes in the morning and complete the assembly of the ingredients before midnight and complete the afternoon delivery through self-built logistics. Users can receive fresh dishes delivered to the office (or home) before getting off work and can cook them when they get home.
The advantages and disadvantages of testing the waters of selling vegetables on WeChat are clear
The first to use WeChat in the channel is the small farmer girl’s strategy of delivering vegetables, which is different from other peers. Co-founder Chen Zhe said that they will use WeChat as the main method to sell vegetables for a period of time. In Chen Zhe's view, WeChat can make it easier and faster for them to increase fans through socialization, communicate more intimately, and remind users to place orders every day.
Judging from their actual promotion results, the conversion rate brought by WeChat public accounts is also higher. When the flyers printed with WeChat selling vegetables are received, users will naturally scan the QR code and follow the account out of curiosity.
In addition, from the perspective of user behavior, placing orders through mobile phones is more in line with users’ daily use of devices. Users usually start thinking about the next day’s dishes after finishing their meal in the evening. In the evening, not many people still sit in front of the computer during private time, but it is common to play with mobile phones (the mobile trend is obvious).
Being able to attract users is also an advantage for them when selling food on WeChat. In terms of account operation, Little Farm Girl is trying to find ways to make their daily push notifications look less like advertisements. The messages they send to users are not just advertisements for today’s dishes, but also exchanges about food, culture, and entrepreneurial ideas.
In his opinion, only 30 to 40% of the people who follow the account really need to buy groceries, but they must find ways to retain them. When a small farmer girl delivers not only vegetables but also fruit snacks, there will always be a group of users who want to buy them.
But WeChat also has imperfections. Currently, the small farmer girl who delivers food through WeChat can only use cash on delivery. The checkout process is not concise enough. Part of the reason why they plan to build a website is that the payment experience on the mobile terminal is not as good as that on the mobile terminal. Pre-recharge business can be easily done on the website.
Using game operation ideas to sell vegetables
Chen Zhe introduced that the project of small farmer girls delivering vegetables actually started preparations for internal testing in January 2019. At that time, he and another partner were still working at Tencent. In order to make fresh food fresh from scratch, the two people who have worked on WeChat games and understand community product planning and operations thought of using game operation ideas to optimize and standardize products and processes through internal testing and operation.
They first started an internal beta test of the business for Tencent people. At the beginning, they tried to do fresh food by fixing orders every day and losing a block on each order. The whole process was connected with publicity. Because it is a limited number of users, they need to forward the articles pushed by the public account to Moments to have a chance to buy a piece of food. This brought them a lot of benefits in the later period because the impact of the limited single volume problem can be controlled and optimized. Because the people in the internal testing are all Tencent people, they understand the shortcomings of the product in the internal testing stage and are willing to actively provide opinions. During the internal testing period, they accumulated users. The base will not feel low because there are no users when opening the business (initial confidence is important).
When the problems discovered during the internal testing were optimized and entered the trial operation stage, they began to conduct tests with no limit on the number of orders to estimate the number of orders the team could handle after opening for business. Social marketing promotion is also ongoing during this testing phase.
At the beginning, many ideas were unrealistic
There is a clear gap between the imagination of fresh food and the implementation of fresh food. This product that seems to have strong demand is sometimes not what it is imagined.
In the beginning, in order not to distract their purchasing capabilities, what they did was to provide users with individual dishes every day, just like some foreign lunch delivery services. But during operation, they found that the differences in users' cooking were still quite large, and individual dishes simply could not satisfy them. So far they have a menu for users to choose from. In fact, this change does not have much impact on purchasing because many dishes are actually combinations of different ingredients.
What Chen Zhe is deeply aware of is that many people’s habit of buying groceries does not actually exist despite the appearance of strong demand. If you think you can make a meal in two months from the time you start making fresh food, you are too optimistic. People who have never made fresh food may not feel it. So far, logistics is the most difficult thing for them. The timely requirements of fresh food for logistics require them to choose the delivery scope and area carefully and carefully in the early stage. So currently they are still only targeting white-collar workers in office buildings.
Comments on Nugget Circle Culture
Liao Chenglin, a professor at the School of Economics and Management of Chongqing University, believes that the positioning of small farm girls is accurate. Today's mobile trend is obvious. Ordering through mobile phones is more in line with users' daily use of devices and they accept this kind of consumption. Most of the groups in the method are white-collar workers, which coincides with the target group they promote. He said that Little Farm Girl is equivalent to using new social media and modern logistics management methods to solve the last mile offline problem in a combined punch.
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