Article Introduction Traditional enterprises must transform, and this transformation must be a strategic, overall, and systemic change. During the transformation, which direction do we want to turn? Although we are cooking, we also study data, but we have no choice. We are also studying the book "Big Data Era" and must play with data.
As users' consumption patterns and attention gradually shift to the mobile terminal, bosses in the catering industry have also begun to think about how to use this platform to interact with customers to improve performance.
Guo Chunpeng, director of the Information Center of Guangzhou Shishang Guowei Group, is a case in point in this industry trend. This large catering group has nearly 1,000 employees across the country.
Recently, Guo Chunpeng shared his transformation experience with the media at the launch of the new version of Tencent’s e-commerce micro-life membership card.
In Guo Chunpeng's view, if mobile tools can be used well on the road to transformation, whether it is to achieve more precise marketing, increase the return rate of consumption, or provide direct customer service to customers, these can be solved.
According to Guo Chunpeng, the company currently has a total of 10,000 micro-life membership card customers, of which 10,000 have become stored-value members. Operating on this platform makes its off-season sales higher than those during the Spring Festival peak season.
When using the product backend to conduct classified marketing for members, it took three months to help a liquor supplier sell nearly a box. If using traditional sales methods, it only took half a year to sell about a box.
What other experiences does this owner of a traditional catering company have on the road to transformation? The following is his oral account
. Where should traditional catering transform?
In fact, when it comes to tradition, many people When you think of falling behind, actually let me tell you that our catering is no longer behind because we now have very fashionable weapons. In the following link, I will tell you how our traditional catering has used micro-life membership cards to achieve a beautiful turnaround.
First of all, I believe everyone knows the current situation of the catering industry this year. When we started the catering association, our leading company, Hunan and Hubei Qing, reported a loss in its annual quarterly performance report, while last year it made an overall profit of more than 10 million.
When we have a meeting within the Catering Association, there will be a situation like this. Today, Boss Wang is still there. When we have the meeting next month, Boss Wang will not be able to come because the hotel is closed. The day after tomorrow, Boss Li will not be able to come because the hotel has been transferred. . The only solution to these problems is change.
Traditional enterprises must transform, and this transformation must be a strategic, overall, and systemic change. During the transformation, which direction do we want to turn? Although we are cooking, we also study data, but we have no choice. We are also studying the book "Big Data Era" and must play with data.
After studying these data, we found that China must be the world's largest mobile Internet market in the future. Our future corporate strategy is to shift to the mobile Internet.
When our company held its annual meeting a year and a half ago, the theme of the annual meeting was members, members, members. Why does our company attach so much importance to members? In fact, everyone knows a marketing concept called the relationship between blood vessels and blood. In the past, the catering industry lacked blood vessel economy. Although there are many people in the store, can these people be used by you in the future? Because he eats Leaving right after dinner is not a long-term stay in this place, so our enterprise needs to establish its own blood vessels. After we have our own blood vessel economy, we can run many things on it.
This month we started using WeChat membership cards. By this month we had issued . The behavior of stored-value consumption in our stores has begun to be truly integrated into our enterprise.
Secondly, through the data of these months, it was found that through the rapid growth of members, the off-season turnover was higher than the Spring Festival peak season for the first time. The peak dining season is the Spring Festival, which is basically month, month, month every year. Now through the cooperation with WeChat Life, we have found that the monthly volume has increased and even exceeded ours. The number of transactions, consumption amount, and recharge amount are all increasing overall every month.
.How to turn slow-selling products into hot-selling products?
Let me share with you a very real thing. We have many liquor suppliers. One of them is from Shandong. His wine tastes really good in all aspects. He has always wanted to enter the Guangzhou market. He invested a lot of money in the early stage using traditional methods, but the effect has not been good for almost half a year. He only had time to sell and box wine, so that he wanted to give up this market.
Later, I used the filter system of the Wei Life membership card to filter out the group of people who spent more than 1 yuan in a single transaction within half a year. I conducted a separate marketing campaign for these people and pushed a message to them. The content was "respect". In view of your strong support to our company within half a year, Shishang wants to repay your support and I will give you a free bottle of liquor the next time you come to consume.
Do you know that when you really spend more than 1 yuan per table to eat and drink liquor, you can only have a waiter? That is impossible. At that time, I filtered out almost tens of thousands of users from the database who had a single purchase of more than half a year. I charged them one yuan. If the sales volume did not increase, it would be free. As a result, he sold nearly one box in three months just because I did this kind of marketing activity. On the same day, he immediately transferred all 10,000 yuan to our company account.
Our definition of micro-life membership card is that it is not entirely a marketing tool but must focus on the company's own service quality route through this platform. It would be too low-level if you just define it as advertising. It must be a change of the times. It combines many new things in it, so it is a way of communication, a way of working, and a way of service. For example, % of our group’s marketing activities now rely on the micro-life platform because It has a filter function that can pinpoint this group of people to do targeted activities.
Let me share a little story. This is an activity we did two months after the launch of the Weilife membership card. At that time, the Central Kitchen Distribution Center called me and said that Mr. Guo had a very urgent matter. Now we have a backlog of almost one thousand kilograms of locust flowers, which are all our costs.
I found the operation and informed the kitchen to re-develop three dishes based on Sophora japonica flowers. The first one is Sophora japonica flower buns, the second one is Sophora japonica flower iron bar yam. The third one is stewed old tofu with locust tree flowers. The kitchen quickly developed these three dishes. After they were developed, we immediately designed the pictures on our micro-life and distributed them.
Because we don’t know how it will work, we just want to give it a try. Days later I took another call. This phone call was a complaint from a branch. The branch came to me and said that they wanted to complain to the distribution center. They said that Sophora japonica flowers are so popular now that so many customers are buying them, but the distribution center now tells me that they are out of stock. I was very surprised at the time and said that it was impossible that I was doing marketing activities two days ago and it was clearly backlogged. How could it be out of stock?
At that time, I immediately called the escort center to ask what was going on? He said that Mr. Guo did indeed think that this situation was too unexpected. We have never encountered anything that was said to be in stock in so many years. It was cleared in a day and the work we are doing now What is it? Just call Shandong urgently and ask Shandong to replenish the goods here.
Let’s see how big the gap is from the inventory backlog to the current replenishment. It’s because we held such an event on the Micro Life platform. After coming, many Micro Life members requested to eat Sophora japonica flowers. Because they have also seen many southerners eating it, especially since they learned about the functions and effects of things through us. After many people come over, our current inventory will be insufficient. This allows us to see that this platform really has effects that traditional platforms cannot achieve.
.How to develop membership through micro-life membership card. Now when customers come to our store, they will have a QR code to scan. After they sit down, they will also have a QR code to scan and become a member. It is very simple and unlike the traditional method. Fill out the form.
During the use process, we also found that real customers generally only have two opportunities to join our membership by scanning the QR code. The first is when he is ordering, because it is easiest to form impulses when ordering. Every dish has two prices, especially like ours, one member price and one regular price. To enjoy the membership price, just scan.
The second stage is to see the bill when checking out, because we have also done a lot of our own secondary development of the bill to design it more suitable for us to promote our micro-life membership card, including if you Not counting membership, it’s only RMB. If you are a member, it’s only RMB. Because we are a store-value store, our threshold is relatively high. You must store value to enjoy our membership price. Once you place an order, you will enjoy it immediately, and he will immediately have the urge to apply for a card.
We have also calculated that because of this small improvement, the average number of people who can apply for cards in each branch per day is 1,000 members per day multiplied by one of our stores across the country, which can add 10,000 members to the group in a year.
The micro-life membership system provides us with a rich platform. We used to only be able to play with text and text messages, but now we can have pictures, music, videos and the entire activity can be distributed. Our group originally had its own call center, but we found that the number of calls from its members was significantly decreasing. Then every day, the number of inquiries on our micro-life multi-customer service platform was increasing one by one.
Here we also feel that the times of our customers are changing, their tools are changing, and the way they handle them is also changing. Because now everyone knows that the troublesome thing is to keep pressing the number button to call customer service, and to complain, press the number number to be transferred back and forth, but no one knows where to go, and no one answers. Now they like to use our multi-customer service platform.
How do restaurants do refined marketing?
We have a branch in Yantai with a total investment of over 10 million yuan. It is a very luxurious restaurant in the local area. With Guo Tiao, its overall sales dropped by almost % after the Chinese New Year this year, and the store is facing the problem of closing. So we had to make a transformation at that time, including the design of dishes. We released a lot of them at very affordable prices. However, we didn’t do this kind of publicity in Wei Life at the beginning, and the effect was not very good because the decoration was too high-end and many people didn’t like it. If you dare to come in, he will feel that you are in danger. If you sit down and have tea for one person after entering, he won't dare to feel it.
Later, we started to send push messages to them in the original three mid-range stores in Yantai. Then we injected electronic coupons into them through our WeChat Life membership card and then sent them to this store. I didn't expect this effect to be very good. After a month or two of diversion, everyone felt that I really only spent a hundred yuan on a meal in the lobby.
After this incident spread, the business of our store really boomed. The local newspaper has reported this incident. The price of seafood and vegetables in Dongshang, Yantai (homophone) has become a local case. Because many similar high-end restaurants in the local area have closed down and cannot survive. We have this kind of group transformation that has brought this store back to life. Especially in the past few months, Yantai's profits have increased during the tourist season.
Therefore, to change our thinking, we must use new era and new tools to change. This is the convenience that WeChat Life provides us. After each customer consumes, a detailed bill will be automatically pushed to us through WeChat instead of the previous text message. Customers know clearly in their minds, creating a safe and secure way to recharge and consume clearly. environment.
We rely on this system to help us complete it. The customer's own points, balance, and even the day of consumption in our store are recorded. It is easy for the customer to accept it. It is clear when he looks at the data that he is willing to deposit money here and feels safe.
With the entrance of Micro Life, after importing members, the second most important thing for us is to use your data mining to segment your guests into various levels and volumes for analysis. The activity level of each person is: which ones are regular visitors, which are individual visitors, and which are passers-by.
Secondly, different groups of people will formulate different cooperation. Some people need to increase the frequency of consumption. Although they consume a large amount, they only consume once every three months. We must find ways to stimulate them through activities so that they can consume once a month. once. Some people have high frequency but low unit price. We need to increase their unit price to plan their activities for these people.
Finally, try to send some of our value-added services. For example, we are now selling our local products on the micro-life platform. Our Shandong cherries. We will air-ship Shandong cherries to Guangzhou for Guangzhou people. We will air-ship Guangzhou lychees to Shandong. For Shandong people, it is this kind of interactive combination that can drive the transformation of our catering.
For refined marketing, I think Micro Life now provides us with a fat backend and a thin frontend. Cashiers and floor-level operations should be simple, practical, and fool-proof for our headquarters to use, but they should be complex so that we have a variety of rich weapons to fight this battle.
In fact, our favorite use here is the filter to filter out your members through different conditions you set, and then carry out corresponding activities for your use.
We have made statistics in stores in each region. Through birthday marketing, that is, the birthday care provided to our company by the background of our micro-life version can basically drive almost %. Because the traditional method is to rely on the customer to take the initiative to think of it. Now we have changed from passive to active to bless you and even give you blessing coupons to actively attract him to spend. This has greatly improved the monthly return rate of customers.
In the past few months, we have developed 10,000 members. If we use a traditional physical card or a relatively ordinary magnetic stripe card, we have a card sleeve of . After using the Wei Life membership card, you can save almost 10,000 on this one item.
There is also the cost of text messages, because all marketing activities in the past were done through text messages. The cost of text messages is based on cents per message. We have saved almost 10,000 messages. This adds up to 10,000 messages. This is a pure savings.
Do you think we might leave this system for businesses and users? Definitely not. We can only try our best to explore this and make its functions more detailed for our use, so we like this kind of platform best because it not only provides us with open source but also helps us reduce costs.
Now % of our marketing activities are in micro-life. For example, our traditional group buying has been eliminated. We prefer to do our own vascular economy and our own economy.
Finally, I would like to end with one sentence. The world is changing every day. The only constant is change.
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