A question arose from the discussion about the significance of group buying in catering

Yesterday, in the circle of friends made a sentence: group buying is the biggest killer of the catering industry profits, do you agree?

In general, in the daytime time period, the micro-letter participation is not very high, the result of this text issued, caused by the catering bosses almost overwhelming support.

The words they use are basically: agree, fully agree, firmly agree!

Some people say: I am also deeply hurt, miserable.

What's more, agree, group buying and even some food and beverage enterprises to collapse the culprit!

Of course, one or two also said that group buying is sometimes a lifeline.

So is the group buying murder or a lifeline?

Group buying, in essence, is low price promotions, especially crazy discounts, long-term discounts, more and more discount.

Remember when learning marketing, there is a word is: sales growth curve on the last point.

As a researcher and practitioner of the economy of food and beverage, Wilson firmly believes that catering enterprises to succeed in the future, the most important thing is to build their own brand, focus on their own people, to cultivate their own members and fans is the future of food and beverage invincible path. And in no way rely on what O2O banner of group buy net.

So why are catering companies so dependent on group buying?

1, positioning is not clear, brand ambiguity

A lot of restaurant bosses are either old thinking and think that just finding a good cook and cooking a few specials will help you get the customers today. In fact, because the entire industry has already entered a period of full competition, any brand should seriously think about who my target group is, why they come to my consumption, when and who they come to me this consumption, their understanding of my restaurant? If you can not answer these questions, then the game will advise you not to open a restaurant. Because the era of making money by opening a restaurant is long gone.

2, lack of marketing methods, thinking obsolete

In the past, before the opening of some newspaper ads, do a little TV shopping guide column, and then send Gong can wait to count money way long ago failed. The new generation of food and beverage consumption crowd is 80, they don't read newspapers and watch TV, they don't catch the same kind of indiscriminate advertising, how to deal with these new generation of consumers, how to design a marketing plan that fits their tastes, and the vast majority of catering bosses are a huge challenge; So, don't say that, Master Carver. , Hering is hype, they grasp the ability to mingle with young consumers is the traditional restaurant owners scarce.

3, fans (member) plan is missing

Catering as people online social first scene, eat can be said to be just needed, but also under the line service industry consumption frequency of the first industry, how to retain loyal customers, how to increase membership through the design, social platform interaction, to enhance the member viscosity is the most important. In fact, the game macro in contact with a large number of brands in the process, found that they do not have a complete, long-lasting Membership development plan, not to mention what the customer becomes a member, the members become fans. This is not to say that the current restaurant boss's biggest mistake.

When our position is not clear, customers do not know how to define us, to find us;

When we lack of marketing methods, we can not find him in the place where the customer appears, and communicate with them;

When our membership program is missing, there will never be a fish pond or cistern, there is no way to obtain loyal customers;

So, we have to fall into the group buying platform for us to set up the bureau.

Because, at first you will thank the group buying platform to bring you a large number of customers. So you think this platform is really good, then you start to rely on group buying, because discounts always do not need to use their brains.

Would you often call 50 percent (or lower) before buying a platform?

But why do you want to call 50 percent after joining the group buying platform?

is because the Buy platform to tell you, you see, your neighbors (competitors) are playing 50 percent, if you do not competitively low discount, there is no attraction, not competitive;

Excuse me, in the absence of group buying platform, you have nothing to promote play?

is because the Buy platform to tell you, you see, your neighbor (competitor) has been doing promotions: (medicine can not stop AH!!!) ）

Excuse me, where did your customers come from before you took part in the buying platform?

Don't forget your store, your circle of friends is your first drainage position.

Buy platform is actually using your profit to help him drainage, set up a platform, and then raised this platform, spoiled your customers, you have to rely on this platform, the results can be imagined.

Tell two real scenes:

Scene One: When the vast majority of consumers find food online, if you do not appear in the vicinity of group buying food, you can easily be overlooked.

Scene Two: Today's young consumers in the restaurant finished checkout, often just take out a mobile phone search buy, see what your restaurant group buy activities, when he downloaded coupons or show a group discount, so your profit for nothing to reduce.

The more these two scenarios occur, the more you will rely on the group buying network. And that was the beginning of your nightmare.

The biggest danger of getting into group buying doomed is that when you go into group buying, you start moving your goals to your competitors, as if the former Soviet Union were trapped in the so-called Star Wars plan. The core of national development is to make people better off, not an arms race. The core of enterprise development is to create and meet the needs of consumers, rather than fall into a blind competition with competitors.

When catering enterprises to participate in the beginning of group buying, suddenly brought more customers, so catering enterprises think that group buying is an effective marketing tool.

In fact, the truth is that you lower your profits and damage your brand, it is even more frightening that you have attracted a number of price-sensitive customers with a low price policy, and because of the sudden volume of customers, on the one hand you have no way to distinguish between what is valuable, which is cheap; you are most likely to offend a customer who has a crush on you, At the same time low prices will bring low quality, those who price sensitive and buy party not only will not give you praise, but will mercilessly abandon you.

Because, they are not anxious to find the next willing to participate in the brand.

Excuse me, what did you leave at last?

Another fact you do not want to see, your good partner group buying network will soon be listed, valuation billions of, or even nearly 10 billion U.S. dollars, you know why they are listed? Do you know how investors calculate their valuations?

That's the number of active users!!!

What is the number of active users, is like to participate in the purchase of consumers.

How do these users get here? You raised it with your own profits.

When others use your profit to go public, when does your company go public?

Group buying is murder, or a lifeline, you say?