"517 Cargo Festival" to hit the big Data achievement gluttonous Feast

Recently, Baidu glutinous Rice launched "517 (I want to eat) Cargo festival". Users can participate in the mobile phone client through Baidu Sticky activities, enjoy the country's five city characteristics of food. The activity period each city 12 times a day second kills, hundreds of seconds kills the vegetable product only to sell 5.1 yuan 7 cents. At the same time, Baidu Glutinous Rice will also launch Beijing, Shanghai, Chengdu, Xiamen and Xi ' an five cities in the food rankings. After the "3 7 Girls ' Day", Baidu glutinous Rice just two months time to recreate a large data based gluttonous feast.

The Big data analysis is accurate to the user demand

In the list of patterns, one of Beijing's renowned masters, but also the spicy taste of Chengdu, Xiamen's seaside amorous feelings, Shanghai's fresh International, Xi ' an mellow rich, Baidu glutinous rice This "cargo festival" only five city linkage will be Chinese food crowns the world's rich taste show out. In the city, which is famous for its beautiful scenery, the taste carnival in a few consecutive days will let the five city cargo feel the happiness on the tip of the tongue.

For the industry, "517 Cargo Festival" launched the launch of group buying industry shock, Baidu Glutinous rice through the breakthrough in different areas, so that the platform continues to warm up, the overall growth rate of the group buy industry. From layout to strategy, Baidu glutinous rice frequent make festival reveals its intrinsic growth logic: Take the user demand as the core, break through the market one by one, and then become the O2O life service leader breaking the line and line.

Throughout the group buying industry, cargo of the pattern of the impact of more and more obvious, in the past few years, the catering group in the group purchase site turnover has been promoted, according to 3721.html ">2014 Year 1 quarterly data, Restaurant Group purchase turnover of up to 7.47 billion yuan, the chain Rose 34.1%, One of the March catering group purchase turnover is accounted for the overall turnover of 60.3%. In this piece can not be lost position, Baidu glutinous rice again to sacrifice "Create Festival" kill recruit.

According to the owner of the sticky rice Baidu, at this time to host the Baidu glutinous rice "Cargo Festival" is based on the user needs of the depth of insight, the advantages of Baidu large data can not be. Baidu lbs platform more master more than 7 billion times a day positioning request, the scene of the product characteristics of Baidu's huge data source to display the needs of the user community characteristics. And based on years of experience in data mining technology accumulation, but also let Baidu has a large data field the best team.

The cargo service aims at "Perota"

Through the "3 7 Girls ' Day" and "517 cargo Festival" two times, Baidu Glutinous Rice's idea has begun to take shape, to the big event, which highlighted the intention of surrounding young audiences. For the female audience, with different from women's Day, the younger female festival as the theme of activity, first with netizens formed emotional resonance. and cargo Festival in homophonic "I want to eat" May 17 before and after the holding, also very easy in young audiences to reach emotional identity. Through the girls ' Day and cargo festival two times occasion Festival, Baidu Glutinous Rice will be subdivided into the characteristics of the user group into the sphere of influence.

As a result of the large data booster, this cargo section straight hit cargo exciting point. In the past, food and beverage consumer decision-making process can only rely on "feeling", although a number of comments on the site to provide guidance, but the word of mouth of the problem of hydration serious, can not reflect the true public opinion and can not provide authoritative reference.

Based on this problem, Baidu will be based on large data users behavior, for five activities to participate in the city tailored "food rankings." Unlike in the past by specific figures, the media elected list, Baidu glutinous rice food rankings through the excavation of netizens in search, group buying, maps, questions and answers and other aspects of behavioral data, to gather the most authentic public opinion of the authoritative list.

Baidu glutinous rice Food list in five active cities each selected 10 kinds of specialties, each special dish will recommend 10 best restaurants, the list of more emphasis on localized characteristics of food. This setting is also related to the trend of user demand, in the group buying industry turnover in the top three of the "three restaurants" for local dishes, buffet, hotpot barbecue, which is particularly characteristic of the local dishes most favored by users, the list is to be named.

Beijing's stewed, fried belly, xi ' an meat clip steamed bun, Shanghai's chopped chili fish head, delicious crayfish and so are netizens most enthusiastic about one of the local specialties. and "Beixinqiao brine boiled old shop", "dongxing shun Burst belly Zhang", "Qin Yu Meat folder Bun", "Wang Xiang Yuan Weifang Road shop chop Pepper Fish Head", "paragraph type sister lobster" and so on because the Netizen's esteem becomes the No.1 of the respective area cuisine. These specialties and restaurants, not in the traditional sense of "star hotel", some of the size of the restaurant is still very small, relying on netizens to try to eat word-of-mouth gradually surfaced, so that the value of the list more valuable.

Unlike other lists, Baidu glutinous rice "food list" is not a high cold food scientists hand-picked, nor is it a superficial radio recommendation, but rooted in the Baidu big data, can be said that the vast number of cargo to eat out of the experience summarized. "Cargo's eyes are discerning", the grounding of the "food list" will become a real "cargo guide", effectively avoiding a lot of food information led to the "admiring, disappointed and return" situation. During the event, netizens can enjoy these authentic delicacies at a low price, which is economical and hassle-saving.

Breaking the Bounds list "plotting" O2O Life service Leadership

According to the industry analysis, the cargo festival during the Baidu Glutinous Rice carefully built gourmet list, highlighting large data advantages, but also hidden greater ambition. In the past, Baidu glutinous rice by virtue of Baidu Online group flow advantage, to affect the offline life service market, and through the online layout gradually improved, but also under the line of super strength back online transactions. Among them, the convergence of public opinion at the same time stressed that the authoritative food rankings to achieve the line under the key node of the win.

Cargo Festival "list + seconds Kill" mode of activity, in the Baidu glutinous rice flow source, under the line coverage, such as "infrastructure" to build a sound foundation, in the localized group buying market will "connect + find" Characteristics of the show incisively and vividly. To the user, activities covered by the city's cargo can enjoy a feast, a full taste of the Chinese charm of the tongue, in the industry, Baidu glutinous rice users sticky borrow cargo section again to be enhanced, and is showing the line to break lines below, and in the localization market to implement accurate impact of O2O life service leadership.

It is reported that in the current many group purchase site profit difficult background, Baidu glutinous rice cash pool is 3.5 times times faster than the glutinous rice era, so that it can be in the "3 7 girls ' Day" when spending billions. With the industry's most powerful capital advantage, Baidu glutinous rice in the shortest possible time to upgrade the user experience in a comprehensive way. During the 3 15 period, Baidu glutinous rice to become the first to respond to the new elimination of the law of Group buying site, and set an example to introduce better than the new law of "the whole audience casually retreat", to solve the network group buy over the years has been criticized the "return difficult" issue, won the user's extensive praise, one by one

Since March changed its name, with the "3 7 girls ' Day" trend, Baidu glutinous rice has become the fastest growing group buying industry platform. The "517 Cargo Festival" was held, with frequent creation of the festival, so that Baidu glutinous rice and offline merchants, online connections between users to strengthen, with large data to ensure that between each other, in the subdivision of the focus on breakthrough, and gradually beyond the General group purchase site concept, breaking the line and line under the boundary, continuously enhance its O2O life services in the field of leadership, establish O2O field benchmarking brand.