A restaurant owner's O2O Transition Road: How to run 100,000 online members

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Traditional catering companies are looking for their next transformational opportunity with the help of mobile Internet.

As consumers ' spending patterns and attention shifts toward the mobile end, restaurant bosses are also starting to figure out how to use the platform to interact with customers to boost performance.

Guangzhou Food still Guo Taste Group Information Center Director Guo Chunpeng is a case of this industry trend. The group has a large catering group with 43 stores nationwide and employs nearly 6,000 people.

Recently, Guo Chunpeng in Tencent micro-life card new conference on the media to share his experience of transformation.

In Guo Chunpeng's view, O2O on the road of transformation, if you can use a good mobile end tools, whether it is to achieve more accurate marketing, increase the consumption of the heads or to provide customers with direct customer service, these can be resolved.

According to Guo Chunpeng, the enterprise currently has a total of 105,000 micro-life Membership card customers, of which 32,000 become stored value members. Operating on this platform, so that its off-season turnover is higher than the Spring festival season.

When the use of products in the background of the classification of the members of marketing, three months time to help a liquor supplier sold nearly 60 cases, and if the traditional way of sale, half a year can only sell about 16 cases.

What are the experiences of this traditional catering business owner in the O2O transition? Here's his dictation:

1. Where should traditional catering be transformed?

In fact, when it comes to tradition, many people think of backwardness, in fact, I tell you, we are not behind the food now, because we now have a very fashionable weapons. I will tell you in the following section, our traditional dining how to use the micro-life membership card to play a beautiful turnaround.

First of all, I believe we all know the status quo of catering industry this year. In the opening of the catering association, our leader in the 1 quarter of 2013 performance report, the entire profit is reported losses, and last year the overall profit is more than 40 million.

We have a meeting inside the catering association will have such a situation, today the King boss is still here, next month to come to a meeting Wang boss will not be able to come, because the hotel closed, the day after tomorrow Lee boss also can't come, because the hotel transfer. There is only change in the face of these problems.

Traditional enterprises must be transformed, and this transformation must be strategic, overall, systematic change. Where do we want to turn in the transition? Although we are cooking, we also study the data, forcing us no way, we are also learning "big Data Times" that book, must play data.

We have also studied these data and found that China will be the world's largest mobile internet market in the future, our future corporate strategy is to move the internet to go.

The theme of our annual meeting is to be a member, member or member as early as 1.5. Why do our enterprises attach importance to members? In fact, we all know that a marketing philosophy is called the relationship between blood vessels, the food industry before the lack of vascular economy, although looking at the store people are very exuberant, but in the future these people can not be used for you, because he finished eating dinner will go, not in the long-term in this place, So our businesses need to build their own blood vessels, with their own blood vessels after the economy we can run a lot of things.

This May we started to use the micro-life card, From 1 to April we issued 105,000 of the membership card, 5 to August, the number of physical cards issued is 51,000, but the micro-letter 105,000 members of 32,000 become stored value members, which means that already in our stores have stored value consumption behavior, has begun to truly integrate into our business.

Second, through these months of data found that through the rapid growth of members, the first time to achieve lower season turnover than the Spring festival season. Food season is the Spring Festival, is basically the annual November, December, January. Now through micro-life cooperation, found that the amount of 7、8、9月 instead of upgrading, or even more than we 1、2、3月, whether from the number of transactions, consumption amount, recharge amount in the overall rise.

2. How to turn unsalable into a sales product?

I'm going to share a very real thing with you. We have a lot of liquor suppliers, one of which comes from Shandong, his wine taste in all aspects is really good, he has always wanted to enter the Guangzhou market, he used to play the traditional method also cast a lot of money, but the effect has been bad, almost six months of time to sell 15, 16 cases of wine, so he wants to give up the market.

Later I passed the filter system of the micro-life membership card, within six months of a single consumption in the 1500 yuan on the group of people screened out, to these people to do a separate marketing campaign, gave them a push to send a message, the content is "distinguished VIP customers, in view of your six months of strong support for our enterprises, Food is still in order to give back your support efforts, the next time you come to spend, I give you a bottle of white wine free.

You know, the real single table consumption of more than 1500 yuan time to eat, drink liquor can only drink a small two? That's impossible. I was screened out from the database for almost 27,000 months in our single consumption of more than 1500, each user I charge him a dollar, if sales do not go on free. The result was that he sold nearly 60 cases in three months because I had done a marketing campaign. He immediately called all 27,000 dollars to our company account.

Our definition of the micro-life membership card is that it is not entirely a marketing tool, but must be through this platform to pay attention to the enterprise's own service quality of the route. If you just define it as advertising, the definition is too low. It must be an era of change, it is a combination of a lot of fresh stuff inside, so it is a way of communication, a way of work, a service way, like our group now 90% of the marketing activities are based on and micro-life platform to do, because it has a filter function, can be accurate to this part of the crowd to do targeted activities.

To share a small story, this is the micro-life Membership card online two months to do an event. At that time, Central Kitchen distribution center to call me, said Guo always has a very urgent matter, now we have a backlog of nearly 1000 kilograms of acacia flowers, are our costs.

I found the operation, inform the kitchen to research and development of three trees based on the flowers: the first is Acacia flower dumplings, the second Acacia flower Iron rod Yam. The third locust tree was stewed with old tofu. The kitchen soon developed the three dishes, and after the development, we immediately in our micro-life design pictures, and then issued.

Because we do not know how the effect, we want to try. 4 days later, I received another call. This phone is a branch of the complaint, the branch found I said to complain about distribution center, said now Acacia flower so good to sell, so many customers buy, even distribution center now tell me no goods. I was very strange, said impossible, I also do the first two days of marketing activities clearly backlog, how can be broken goods.

I immediately called Escort Center and asked what was going on. He said Guo always really surprised this situation, we have never come across so many years to say the stock of things 3, 4 days to clear up, and now do the work? It is urgent to call Shandong, let Shandong to the replenishment.

We look at how big gap, from inventory backlog to now to replenishment, because we have done a micro-life platform such activities, a lot of micro-life members came after the call to eat Acacia flowers. Because they have seen a lot of Southerners eat, especially he through us here to understand the function of things, the effect of many people come to, leading to our current inventory is not enough. This lets us see, this platform really has the effect, is the traditional platform certainly cannot achieve.

3. How to pass the micro-life Membership card Development member

Guests to our shop now there will be a two-dimensional code scan, he sat down will also have a two-dimensional code, sweep to join members, very simple, unlike the traditional way to fill in the form.

In the course of using, we also found that the real guests through the sweep code to join our members generally only two opportunities. The first is that when he orders, because the most likely to form an impulse to order, each price will have two price, especially like us, a member price, a positive price. Enjoy the membership price and you can sweep it.

The second stage is to see the bill at checkout, because our bill is also done a lot of their own two development, the billing design is more suitable for us to promote our micro-life membership card, including if you are not a member is 600 yuan, if you are a member of 554 dollars on the line. Because we are doing stored value, our threshold is higher, we must store value to enjoy our membership price, this one will enjoy immediately, he immediately have to do card impulse.

We have also calculated that, because of this small improvement, the average store can increase the number of cards per day is 10 people, we have 40 stores nationwide, multiplied by 365 days, a year to the group to increase the number of 140,000 members.

Micro-life Member system provides us with a very rich platform, we used to be playing text, SMS, can now have pictures, music, video the entire activity can be issued. Our group originally has its own call center 40007-769-769, but we found that its membership calls are significantly lower, and then every day our micro-life customer Service Platform Consulting volume is on the rise, one down a liter.

Here we also feel that the times of guests change, tools are changing, the way he handled the change. Because now everybody knows dozen 4007 very troublesome thing is non-stop turn, press 1th key to turn customer service, the complaint presses 2nd to build, turn around do not know where to go, no one answer, now all like to use our multiple customer service platform.

4. How do restaurants do fine marketing?

We have a branch in Yantai, the overall investment is almost more than 40 million, in the local is a very luxurious hotel. With the country 8, after the Chinese New Year's overall turnover has dropped by almost 50%, the shop is facing the problem of closing. So we had to make a transition, It includes a lot of 9.9 pieces, 8.9 or 11.9 pieces, with very close to the people's price to put out, but at first did not do this in micro-life to do this propaganda, the effect is not very good, because the decoration backyards too high-end, many people dare not come in, he felt you 9.9 a risk, in case of sitting down after tea a person 40, 50, he dared not feel.

Later, we started in the original Yantai three mid-range store to give them a push message, followed by our micro-life membership card to them into the electronic coupons, and then let it to the store. Did not expect this effect is very good, through a two-month diversion of the people feel, I eat a meal in the hall really will spend Baixin dollars can.

After this thing spread, our store's business really fire up, the local newspaper already reported this matter, Yantai East (homophonic) seafood dish price Pro people, became the local case. Because many of the local similar high-end restaurants have closed down, can't go on. We have a change in this group to bring the store back to the dead. Especially to the first few months of Yantai is the tourist season, the profit has risen.

Therefore, to change the mind, we must pass the new era, new tools to change. This is the micro-life to provide us with the convenience, like every guest after the consumption will have a detailed bill, automatically through the micro-letter pushed over, rather than the previous message, the guests are aware of the heart, creating a settle recharge, plainly consumption of the environment.

We rely on this system to help us finish. Customers have their own points, the balance of how much, even in our store when the consumer has records, the guests are very easy to accept, he looked at the data is very clear, he is willing to put money in this, he felt safe.

With the micro-life this entrance to the member import, second, our most important thing is in the back, the first to through your data mining, your guests to do subdivision, each level, each individual to do subdivision, in the analysis of each person's active degree, which are regulars, those who are casual, those who are passing.

Second, different groups of people to formulate different cooperation, and others need to increase the frequency of consumption, although he consumption is large, but he only three months to consume, we have to find ways to stimulate him through activities, let him become a month consumption. Some people, although the frequency is large, but the unit price is not high, we need to pull his unit price, to these people to develop his activities.

Finally, try to send some value-added services, just as we are now in the micro-life platform to start selling our native products, our Shandong cherry, we will send the Cherry in Shandong to Guangzhou, Guangzhou, Guangzhou, Litchi we will air to Shandong, to Shandong people, is this interaction, combined boxing can pull our food transformation.

Fine marketing, I think micro-life now provides us with fat backstage, thin front end. Cashier, floor layer operation is to be simple, practical, fool, to our headquarters to use is to be complex, let us have all kinds of rich weapons to fight this battle.

In fact, our favorite use is the filter, your members through your own set of different conditions to filter them out, and then for you to carry out the corresponding activities.

We are in each area of the store to do the data statistics, through the birthday marketing, that is, our micro-life X1 version of the background to our business with the birthday care, basically can pull almost 40%. Because the traditional is to rely on the initiative of the guests to think up, and now we become passive, take the initiative to bless you, and even give you blessing coupons, the initiative to pull him to spend, this customer monthly consumption is a very big increase.

We developed 105,000 members in the months of May-August. If the traditional physical card, or more common magnetic stripe card, we are 8.5 yuan, including we have a card set 1.2 yuan. With the micro-life membership card after this item on the cost savings of almost 215,000.

There are SMS fees, because all the previous marketing activities are done through text messages, SMS costs on a 8 cents, we save almost 73,000, which adds up to 288,000, this is pure province.

This system to the merchant, to the user, you think we may leave it, certainly not. We can only dig it up on this, the function of digging more detailed, can be used for us, so we like this platform, because it not only gives us Open source also can help us throttling.

Now 90% of our marketing activities are in micro-life, like our traditional group buy all the festival off, we are more willing to do their own vascular economy, to do their own economy.

End with a word, "the world changes every day, the only constant change."