More unexpected space for o2o

The catering industry, which relies on regular customers, has been a fan economy since its birth. In the past, it was an offline fan, but now it can be expanded to the Internet. The so-called mobile payment, discount, online booking, and so on are just a convenient tool, how to upgrade the consumption experience of customers after the "80 s" and "90 s" will truly become the key to testing traditional catering.

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Text/Zhang shule
This article was published in management edition of sales and marketing magazine, September 09, 2014

When a lot of names are involved with the Internet, such as duck neck, suzhehui, Hunan and eqing, dicos, yuanzu food, and modi studio, naturally, the o2o word appears. If we count all the well-known Food and Beverage outlets on the group buying sites such as the public comments network, Meituan network, and Baidu glutinous rice as o2o, the catering industry will almost be able to achieve o2o by, with no exception in data display, in 2013, the scale of China's catering o2o market reached 62.28 billion RMB, and it is estimated that the scale of China's catering o2o market will reach about 2015 RMB by 120 billion.

The data looks good, but in fact, many traditional catering enterprises have not found their o2o path. The so-called online shopping is just a place for brand marketing or promotion coupons.

Positioning: meets the specific requirements of the 90 s

The 3w coffee focused on "internet circles" seems to have found itself in the o2o era after its many years of experience in its position. As a test field for full Internet thinking, o2o naturally needs to be ahead. According to the 3w coffee management layer, it has recently begun to expand its business circle through takeout, breakfast and afternoon tea requirements for nearby IT companies and white-collar workers, or product conferences.

However, the attribute of coffee itself cannot be ignored, that is, social catering, which is only generated in a specific circle. In a highly intensive city such as beishangguang and beishangguang, social marketing with the subject of encountering IT bosses and listening to the latest Internet sharing is still operational, but it is not only difficult to replicate to other cities, even in the north and the north, it is still small, and it is difficult to give reference to traditional catering industries that are not social. This is evidenced by the star economy, which has then become a success. Online Ordering of takeout has little reference value for mid-and high-end catering services that are subject to the "three public" Consumption contraction.

But one thing is to give the traditional catering industry a revelation, that is, positioning. It meets the specific needs of mainstream Internet users, especially those at the end of the Mobile End (such as social needs at the work level ). In fact, this is exactly what we hope that catering enterprises that have made some breakthroughs must follow in the o2o era.

Experience: not just coupons

For the catering industry, o2o is by no means a panacea. It cannot provide a universal solution for the catering industry. It can only be used by catering enterprises to find a combination point based on their own characteristics.

O2o practices of most catering enterprises are stuck on advertisements or promotions. For example, content marketing is carried out on and on Weibo, through a series of activities and games, such as "looking for your duck", "top-notch questions", "Guess", "Duck", and "top-notch sounds, and the microblog topic "What kind of taste represents the most extraordinary flavor" that celebrities participate in on Weibo to attract attention. This is just a mobile version of traditional network marketing, rather than a real o2o. While o2o of many other catering enterprises mostly stay on providing users with a variety of coupons or special meals. At best, they just put the previous coupon Distribution Model on the Internet, improved accuracy.

These are just some of the psychological needs of the target audience, such as personality, cheap, but cannot form rigid requirements. The real o2o should return to experience, that is, how to make it easier for potential customers to find you and perceive the different experience you bring to them.

Upgrade: Unexpected services under the fan Economy

There is a point of view that, no matter how o2o is done, catering enterprises still need to ensure "no smell" on their products, and design a new "package" based on the characteristics of o2o audiences ". This is undoubtedly correct, but the key to o2o breakthroughs is not just that, but it is easy to cause disorder in catering enterprises-new customers are not yet attracted, old customers are driven away by changes that are too trendy. In addition, it is easy to upgrade your own products.

Maintaining "micro-innovation" in existing catering varieties and quality, while working hard on services is the most appropriate o2o path.

"Generally, restaurants in hospitals are better than restaurants in the community, but there is a restaurant in the community and the business is good. The secret to success is very simple, it is the name that the store manager can remember for 100 consumers."

Obviously, the catering industry, which relies on regular customers, has been a fan economy since its birth. It used to be an offline fan, but now it can be expanded to the Internet. The so-called mobile payment, discount, online booking, and so on are just a convenient tool, how to upgrade the consumption experience of customers after the "80 s" and "90 s" will truly become the key to testing traditional catering.

It is difficult to set up a package of o2o solutions for the catering industry, but we may wish to consider one scenario:

A tourist finds several restaurants near the destination through the mobile app. Maybe some of them have names. He has heard of them in the past, but this is not the key, the key is that the menus of one or two stores have the famous dishes he wants to taste, and the restaurant can enjoy the river view.

How to choose? One store can display the number of empty seats and select seats. This ensures that you do not have to queue up and enjoy the scenery while dining.

The reservation, ordering, and prepayment are all completed within the fragmentation time of the destination. Travelers did not expect much when they entered the store. But when he told the front-end order number, the waiter came up very kindly and directed him to his seat with respect + his surname, the traveler accidentally saw an exquisite seat card with his last name on his seat. After the seat was seated, the waiter checked the reservation menu with him by holding a ticket. While waiting for food, the waiter will ask if you need to read the latest magazines or travel guides. Serving in less than 10 minutes and delicious ......

When I leave, the waiter kindly tells the traveler that he can take the seat card and continue to claim it in a very respectful tone: Mr. XXX (MS). We are glad to meet you and look forward to seeing you again.

Maybe the traveler will come back next time and the selection will not be so complicated. What if we replace the traveler role with a local resident?

OK! At this point, it seems that, apart from online ordering, there are no special differences between other service requirements and traditional catering services. However, through the online Virtual Front-end service, the efficiency is higher and more convenient, the restaurant can also have more time to deal with some details (such as printing a reservation card and preparing dishes in advance to reduce the waiting time), thus making customers feel at home, this is a way to truly make customers become fans of unexpected quality services, just as the name of the restaurant manager remembers 100 customers.

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This article from the "Wudang school Zhang sancrazy" blog, please be sure to keep this source http://zhangshuyue.blog.51cto.com/2133969/1547279

More unexpected space for o2o