Catering O2O from Group Purchase 1.0 Upgrade Takeout Order 2.0

Guide: In the O2O mode of dining, We can call group buying the 1.0 edition of the catering O2O, while selling and booking can be said to be the 2.0 version of the catering O2O, and the current restaurant more valuable is waiting for the Wind to O2O 3.0 Edition will be more attractive to businesses, that is, the formation of customer and restaurant from the form of connection and self-management. I hope this article can provide some references for restaurant entrepreneurs.

Catering O2O Entrepreneurship is in fact need to go to ground gas. Recently, the team has done a research on Changsha market-line catering, so as to understand the business of the current catering O2O service recognition and cooperation. A total of 50 samples were collected in this survey, and the dimensions of the survey included coupons, event marketing, shop, Group purchase, customer interaction, Micro/microblogging marketing, Reservations. Although the sample base is small, it actually exceeds the minimum requirement in the statistical sense.

Buy coupons in these catering businesses in the recognition of high, brand marketing or will become a new trend

Our findings show that:

(1) All businesses, have made a coupon of 28, accounting for 56%; but there are 12 discount coupons, and the total is 82%.

(2) has been the group buying cooperation has 34, accounted for 68%; no, but there are 2 of them, and the total accounted for 72%.

(3) Interested in the cooperation of the shop has 8, accounting for 16%, and the interest of the shop is 21 plus, the total accounted for 58%. Considering that you are interested and interested in purely subjective judgment, you reader can be used for reference only.

(4) Highly recognized and user interaction value of 9, accounting for 18%; The basic recognition of user interaction value of 18, total accounted for 54%. For reference only.

(5) Highly recognized activity marketing has 25, accounting for 50%, the basic recognition activity marketing has 1, total accounted for 52%.

(6) has been doing micro-letter/microblogging marketing has 16, accounting for 32%, is considering doing micro-letter/micro-blog Marketing has 6, total accounted for 44%.

(7) There are 3 highly accredited booking services, accounting for 6%, and the basic authorized booking service has 14, the total accounted for 34%.

From the above survey results, we can find that the restaurant of coupons and group purchase mature O2O cooperation mode of recognition and acceptance are very high, and more popular. Micro-credit and micro-blogging and other social marketing tools, restaurants have a certain degree of attempt, but accounted for is not high, proving that most of the restaurant to new media marketing or not enough to understand how to operate.

In addition, the restaurant booking this new service model has yet to be tested, there are major market education and implementation of the difficulty of the consideration. Sand listen to Guangzhou to do food and beverage friend said, in the public comments and Tencent cooperation, the review of the booking service really started on the merchant charges, and asked to charge a 5% commission, my friend complain.

In addition, it is worth mentioning that the catering business to the free shop, user interaction, activity marketing and other O2O service forms of comprehensive recognition of more than 50%. From the side reflects the business of their own brand to promote the needs of the hope that through interaction and activities in the form of increased user awareness of their own brands and services, and thus transformed into restaurant Word-of-mouth or brand spread.

Catering O2O Service is also a continuous process of iterative

In the "Catering O2O: You must understand the three basic points!" in the article, sand put forward three views: the Internet can not subvert the catering industry, but with the Internet thinking to transform the catering business; Internet thinking helps the catering trade to get new, the internet makes the boutique restaurant shine; There will be new changes in the catering O2O mode.

However, the main core of the text is still: regardless of O2O and internet thinking how arrogant, catering enterprises must return to the essence of catering, focus on products and services, the user dining experience, to the taste of the restaurant, the environment and services as the core, Then use the Internet way to drive and enlarge the spread of Word-of-mouth restaurant reputation and intensity.

In addition, sand also arbitrary: if the group is a restaurant O2O 1.0 version, then the takeaway and booking is 2.0 version, and the restaurant more valuable is waiting for the wind to the Food O2O 3.0 version will be more attractive, that is the customer and the restaurant from the form of connection and self-management. Some people may have a bias in understanding this sentence.

But for a person with internet product thinking, it should be easy to understand. That is, any product has an iterative optimization process, it is impossible to start with perfection, this way the attempt and iteration only to meet the different stages of different scenarios under different user needs. Because the user demand is in the change, then the service user needs the way also in the unceasing change.

Catering O2O need grounding gas, offline businesses need both internal and external repair

Many times, the rhetoric we see is sit's view, including my own sometimes can not help to stand up and yell a two voice, actually can not withstand scrutiny, but still enjoy themselves. And real dirty live dirty hard work or need someone down-to-earth to do, this is grounding gas.

So, we can see, really dry hard work dirty 58 with the city successfully listed, but also throw out a big cut; Beijing east rely on logistics to win the advantages of fast delivery, the key moment to win the user reputation. These are the original in the eyes of others do not understand the state of the investment, and now found their unique strategic vision, but also to establish their own competitive barriers. This is the true layout.

O2O is not a revolution, but a self cultivation. Internet Enterprises O2O Road, said thoroughly just for the traditional enterprise to do icing on the cake value-added services just, and the core product and service experience or to return to the traditional enterprise, back to the line down, for relatively mature catering o2o more typical.

The price of Tintin, which was the ultimate in the coupons, fell, the original enthusiastic group buying site died a large number of, now cause the industry attention of the take-away and scheduled service is still in the test water .... No matter how the Internet Enterprise's Catering O2O service form changes, always can not be separated from the line of the restaurant service support and cooperation. At this time, is the short-term interests of the drive, or the establishment of a long-lasting mechanism to win the O2O service is the key to sustainability, rather than the concept of a one-time hype.