A tea sitting Shang: How to play 1.5 million affiliate marketing and 020 strategy?

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I dark Horse: a tea sitting in 2002 in Shanghai opened the first shop, there are nearly 100 stores nationwide, the number of visitors per month about 800,000, the existing membership of about 900,000, and the average monthly maintenance of 35,000 growth figures, it is how to do? Shanghai Tea one sitting Catering Co., Ltd. CIO and CMO Shang shared his affiliate marketing and O2O strategy, following is a transcript of his speech at a forum.

I'm going to have a topic to share with you today, affiliate marketing and the so-called current popular O2O application strategy, I share may be a number of specific cases, this before I still play an advertisement, a tea sitting is a restaurant from Taiwan, we are mainly Taiwanese dishes, Taiwan's characteristics of tea restaurants, We 1992 from Taiwan origin, and then 02 in Shanghai opened the first store, the current national close to 100 chain stores, our monthly visitor number is about 800,000, we now members about 900,000, of course, there are some stories to share with you, This is our membership card in fact, we should be very clear to the membership card.

We in 2012 just started to promote membership card, in fact, the beginning is not very smooth, the reason is not smooth, because we know to go to a restaurant or a lot of places will have a membership card, perhaps our people recommend membership card when usually a way is to let you save money in it, We used to promote membership card you want to become our members, the way to become a member is to save 300 or 900 pieces, why do you think of this method? Because they think you will be loyal when you have money in your card, membership card money of course willing to return loyalty increased.

If your food service quality is very bad, the quality of the meal is very bad even if there is money may not be back, or back card or not, the real member is a medium let us have the opportunity to express our gratitude through this membership card, So we said that some children and the first line of service partners tell them the value of the members there at this time their concept changed, after the beginning of August 2012, our members progress faster, we are about 35,000 a month in the growth of the number, we have a member what do we need?

We have members and of course need to know what members have brought to us, and then their properties, we went through some transformation to our membership system with all the trading links, members to our store inside the label of a lot of consumption, we did an activity, we give him a label, This time he came to like to eat what to drink, what to spend, what to drink, how many times we collected all the data behind, so that we become more and more aware of members, what can we do?

We have a feature of the database we will each day from the store to bring the data back and then clear the collation, after finishing our match, the members of the consumption characteristics let him more than once, such as our balance standard three months to how many times, each time to the number of customers, Favorite order of what food favorite drink what kind of drink each time how many people come, the scope of the activity is where, all the data here, all of our store orders with a flat-panel, the tablet is easy to know this person, We'll scan the card number or enter the cell phone number. We immediately know when Mr. Yang came to the shop last time, what is the favorite food and consumption, we recommend the order is very useful. After the membership has a life cycle, a lot of members of the marketing plan to interact with him, let him maintain his viscosity and loyalty, we have done a lot of marketing plans.

Let's give an example of our normal marketing programs where we can do a very good job recovery, our members of the normal marketing of about 24%, our summer marketing activities can be done 17%, we used to do activities the biggest is the discount volume, now we use some better methods, because I know he likes to eat and drink what, So the information sent to him is more related to him, if he did not point to our products to send him a high turnover rate, we know he likes to eat and drink what we do in the marketing campaign to do so.

There is also a sleeping member, we know the members of the life cycle, we know that a tea sitting in the life cycle inside for about six months after this member has entered the so-called slumber period, he may not come back, we will do a half a year to do the so-called slumber members of the Wake, We can bring our members back to our store by awakening activities, last year sleeping member wake up activity achieved good results, we do this year's further testing, as we compared last year, about four of the activities of the election, this year we have a special test, we put members in two groups, Tail is the singular we send a meal, even if we send coupons, the result we found that received coupons than the delivery of food products 10% higher, this consumer or more like this coupon, we once members wake up and members of the business activities can get some experience.

We also have a so-called normal members of the marketing, because members when each company's member consumption frequency, we found that members come once again within 48 days to visit relatively high, the first time to join a member to return to the next 48 days a very high proportion, we caught 48 days of the ratio, Our system will be pushed forward every day to qualify 48 of the members screened out, send a short message to him today, and note a coupon in his card, this coupon is related to the consumption behavior, each person receives the coupon is different, such consumption will have the following third time, this normal marketing because of daily, This is not quite the same as the sleeping member we talked about, sleeping members may be three months, the normal members every time, every day to maintain interaction with our members, the normal members of the marketing first, second, third consumption of this recovery is higher, can achieve 27% of the recovery.

We usually send coupons and meals to him, he comes back with something else, we send an average of 2.3 people, and an average of 69 yuan per customer. 3721.html ">2014 year we have made a new attempt this year, 4563 months this year we have made a fresh attempt we have done verified activities, we this year to send 740,000 effective members to invite them back, as long as he participated in the first time, every other day to give him a second time, As long as the second one is sent to the third time, three consecutive waves of discount, we in May or June two months time inside we created nearly more than 10 million heads, we see the second consecutive, the third time back nearly 20,000 members, these members are very valuable, representing these people first he may very much like a tea sit. Second, he is very very interested in this marketing campaign, we have to capture these members become a very important participant, we do the activities of these people will come, and his recovery must be very very high.

2013 of January 320,000 to now 900,000 of the membership growth, On average 35,000 growth figures per month, we are close to about 1.2 million at the end of the year, membership is a worthy of our sudden operation of an asset, now the question how we expand the number of members, our former business members have a time and space constraints, we now through a number of new methods to expand our membership of the new speed, is the so-called micro-letter membership card , we micro-letter above the public number, as long as the attention of the public number can become a member of the store, the same store members are just different points rules but all are in our system, all of our marketing activities can be seen, this is our full membership marketing situation, our physical card and electronic fan membership and so on.

Through this method we can at the bottom of the original only attention to a tea sitting guests, get to know us and become our fans through micro-trust, and then if you are more interested in doing a physical card to accumulate points, there are many birthday marketing, and a lot of birthday care activities, At the end of the long term you are willing to support our guests, you can store value, of course, we can get some bigger discounts, this is what we say from the next to the member management, we have the highest difficulty down, we from the beginning of the store value, so the members of course will be very slow, we adjusted the speed can become very fast.

We micro-letter above, I would like to use micro-letter of course a very large platform, so we have just started positioning is a service platform, we first put all the Member services to go up, so you just become my member binding micro-letter can see a lot of their own services, Can check the balance and all the consumption behavior can be done by queuing to skip automatic binding, enter the phone number card number immediately bound to see the status of Members, and can do the so-called coupons above, you can use coupons, coupons is an electronic volume has a number, this number when used, of course, form a closed loop, So backstage statistics are very, very precise, know how much this marketing campaign sent out to get back, we put the queuing system can be connected together, line up through the micro-letter to tell you that there are several tables ahead, you can take the mobile phone store, the front of the remaining three tables can inform you to come back in advance, line up when the boring online order, order after the order to the background, When you go to the table, you bind the order to the table and you can make a single, which is done on the micro-letter. We do many so-called O2O activities through micro-letters, we do a lot of online seconds kill activities, seconds to buy things can also be transferred to others, such as micro-letter payment of the store, buy after if this thing is good can be transferred to your friend, he received a letter, opened after the electronic coupons out, come out and accept, If there is no official micro-letter to pay attention to a tea, he must pay attention first, so it can increase our new fan work.

Among us through a lot of template messages to inform members of your purchase is not a success, the gift is not a success, and even after the consumption as long as you are a member, after the consumption after we send you through the micro-letter, please help us make an evaluation, and then add stretch activities.

We did a lot of activities, this old propaganda relationship with O2O, O2O of course is to realize, we hope that the real store guests or really back to our system inside, we have a period of time with the Eastern satellite TV with an activity, every day when the second kill, the second kill spend a dollar to buy, The discipline of coming back was very very high, second kill activities can do activities, seconds kill activities can be done at half price, this activity which month to help us increase the turnover of more than 800,000, in fact, the cost of spending very very little, because micro-letter from the media, do not need to spend any so-called micro-credit promotion costs.

We've been doing a lot of activities lately, of course, for example, to give the micro-letter to some of the incentives, you bind after we will send some things, we have the tasting will, offline participation after the line to the circle of friends, and then forwarded to us can draw, the World Cup we will reply to which team wins you can kill, If the second kill Night team win can also participate in the lottery and reply, and open every day have a chance to click the lottery, you smoke to give you, this we want to put the micro-letter online activities to attract consumers to the line down.