A traditional restaurant owner's road to mobile internet

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Writing these words when I was in Chengdu Shuangliu Airport, not reliable Air China gave the old thief a little time, to share with you this trip to Chengdu, the small harvest is about a traditional restaurant boss mobile Internet dream.

Getting acquainted with the boss is a friend's help to guide the micro-letter operation, my understanding of the brand is limited to it is the first micro-life membership card in one of the enterprises, in my opinion this has been in Chengdu has more than 30 chain of hot pot shop and there is no special place, a tradition to no longer traditional line catering industry, Rely on the micro-life privileges to find nearby people function pull fans, daily mass content and other accounts, like the hanging sheep head selling dog meat to marketing.

To tell you the truth I did not take this communication too seriously, the inherent thinking has preconceived influence my judgment, but a few words I put up a snub heart, this young boss can be regarded as I have encountered in the traditional industry, the Internet transformation is the most deeply. After the exchange of two people harvest quite abundant, do not dare to enjoy the unique views of the list, hoping to inspire you.

Stop micro-blogging: The company has stopped microblogging operations since January this year, not only micro-blog activity declined, but more importantly in the micro-blog to do campaign marketing is only good-looking, bring fans are not target users, the actual conversion of very low user precipitation is also very poor, and micro-trust public platform in this regard more suitable for offline enterprises, Users who are concerned are also most accurate in their consumption of customers.

Key micro-credit operation: The Enterprise was formerly a big customer of card, after the acquisition of the card by Tencent Micro-life, it became the first batch of enterprises, at the same time in the micro-letter public account operation affected by micro-life, the overall idea of focusing on customer management rather than crazy marketing, using micro-letter to master their own loyal customer group is the primary task.

Everyone is from the media: encourage employees to interact with customers on social media platforms and with an internal incentive mechanism to promote implementation, even in the consideration of each waiter chest printed personal micro-letter two-dimensional code to allow customers to sweep, and strive to create a group of people in the shop, to directly affect the consumer groups, thus bringing new customers, Enhance the overall brand value.

Find a location-compliant channel: The brand currently has two sub brands, respectively corresponding to the two levels of consumption of the crowd, so the choice is also different in the promotion channel, high-end on the micro-trust public platform, the low-end placed in the hand Q and Space, the operation of ideas and means will do different adjustments.

Self-built management platform: traditional catering enterprises can not rely too much on the Third-party technology platform, otherwise it will be hijacked by the platform, so the enterprise in 11 no longer use the system of cards, but they did the ERP system, and data accumulation and management, the initiative in their own hands, Also try some development on the micro-credit public platform, such as the micro-signaling system (supposedly inspired by my tutorials ...).

App Replacement Recharge card: About the enterprise is not to do their own app, my previous view is not to do because the waste is not very useful, but this exchange let me have a new view. The brand is developing its own app, the idea is to use the app instead of top-up membership card, members can use the app to pay, you can enjoy more discounts, and can even remotely pay for people ... Like China Merchants Bank's online banking as a tool, perhaps the user will only open once one months, but as long as you have the money will go to download the installation and use, will not easily uninstall.

Products first Outsourced investment: app Development does not look for a large outsourcing development company to do, but to find a new venture not long after the small studio completed, the reason for this choice is a small team has a passion for creative not formulated, the second is from the future development of products, if the product is feasible and have the opportunity to bigger, can outsource the team to buy directly.

To provide a wide range of services: Customers can not eat hot pot 365 days a year, join such as Costa, Hui, grandmother's home and other consumer groups positioning relative to the catering brand, to provide members with multi-directional diversity of services and concessions, will greatly enrich their own food and beverage eco-circle, will likely become a catering platform

Line to line O2O: Catering Enterprises If only to do line to line under the drainage is not reliable, the cost will be more and more high, must find a way to the offline customers to the line on their own platform to go, you can try the path is to use micro-letter sweep to pay attention to this low threshold of preferential access, first circled a regular member, And then develop a loyal member who is willing to buy a recharge card and these customers must download and use the app.

These views can be used for some chain of traditional catering business reference, of course, understanding and implementation ability will affect the final results, and this is a relatively long road, but in the long run will be possible to complete the traditional enterprise Internet reverse attack.

Finally, the communication revealed the problem of the combination of traditional enterprises and the Internet.

Why is the micro-letter membership card not done? Although the concept of micro-letter membership card is very good, it does give enterprises the opportunity to master and manage their own customers, but the traditional enterprises worry about the long-term data in the third party has a risk, in addition to the membership of the value card enterprises more unwilling, No traditional company is willing to put its money on a third-party platform.

Why is it so difficult for traditional enterprises to transform? I met most of the transition business is the implementation of the person than the boss can see clearly understand, but that is not to push, the hot pot chain is in turn, the boss than the implementation of the people in the internet direction better, he steered under the people to carry out a lot of success. So the boss of the traditional enterprise brainwashing work to strengthen, but do not silly to listen to what with the micro-letter millions of classes, it will only make your brain more like paste.

Internet thinking to do food and beverage enterprises can not be big? The boss of the pancake and brisket story is also quite familiar with, but he has different opinions, personal brand created from the media catering enterprises how to achieve scale, after all, once the chain will be faced with procurement, logistics, kitchen, service and other standardized issues, And how to ensure the founder's lasting innovation is also a problem.

Traditional enterprises lack the ability of data analysis and management. Traditional enterprises have never lacked data, a variety of ERP, CRM early on, but how to view and use is rarely clear, so whether it is to do content marketing or product services, many are behind closed doors to guess customers like ... So precision marketing can only be an empty word.

Traditional enterprises lack the ability of product operation. The enterprise also in the tangle of service number and subscription number of the problem, but the tangled point is to turn the service number after how to planning functions and services, after all, now tube micro-letter is to do content marketing brand planning people, turn to the product level is still more difficult.