Cheap Square Roast Duck restaurant How to play big data

Dictation: Liu (Vice general manager of Cheap Square group)

Finishing: Wang Genwang

"Guide" angel investor Cai said: "The future belongs to those who know the Internet in the traditional industries, not those who understand the internet but do not understand the traditional industry." "This does not, has nearly 600 years of history of" China's old "cheap square also played a very fashionable concept of electric dealers and mobile phone app. At a recent China electronic Commerce Conference, Liu, deputy general manager of the Cheap Fang Group, explained why the cheap square should "play" the Electric quotient and the "play" strategy. The following is Liu Dictation.

Why play the electric dealer?

We have a cheap brand history of three years to 600 years, the vitality of these 600 years must have been from absorbing the latest technology at that time, so that the brand can go strong. So we have a cheap place to explore the driving force of E-commerce is here. In addition, the traditional enterprises in the operation of the problems also forced us to explore the electricity business, such as the size of the store is restricted by stores, such as the mobility and quality of personnel, as well as product freshness, including the operating mode.

Cheap square store (map)

Catering industry enterprises are divided into two types: one is production, the other is running. Production-oriented catering enterprises are selling vegetables, its core concept is to control the cost and sell dishes. But with the rent and other aspects of the cost of rising, the profit space is gradually compressed, we can see a vegetable production cycle will also encounter problems. At the same time, we also see a lot of successful enterprises think his client is the largest resource, it put the whole industry around the customer this core turn, we call this kind of business catering enterprises, this kind of enterprises will explore the electric business model.

How to play the electric dealer?

As a traditional catering enterprises, we believe that doing e-commerce is not an overnight, do not simply follow the concept, the whole process we must have their own thinking. We have tried a lot of new online marketing tools, this marketing means to bring us traffic, but also to bring us new problems, these issues prompted us to think about how our road should be done, so we have made such a comprehensive plan.

Our overall plan is divided into three stages, the first one is the basic stage, the second one is the stage of deepening, and the third is the extension stage. The first is the basic planning, first of all, we have to build our own customer platform and marketing platform cheap. Based on such a platform, we carry out our own marketing model and business model extension and growth, this is the platform stage. The second stage is to deepen on the platform, the information accumulated by the platform into resources, and in accordance with the mining of resources to the extension of production.

The most valuable thing behind the operation catering business is the consumption data, the core of which is the operation of the data. Therefore, the whole platform planning and construction, are based on the customer complete consumer experience settings. We have put forward a slogan is the mobile dining experience, including before the meal, after the meal each stage how to enhance the customer experience, we put the first place.

Set up a service platform

First of all, I would introduce you to the daily use of cheap square platform. This platform is mainly used to serve the dinner, when the customer calls to reserve dinner, our system will send the customer's reservation confirmation message to his mobile phone. The whole process is automatically completed by our system, including the location of the hotel and the room, what time to eat, which gives people to eat a lot of convenience, this is our outreach services.

When our message is sent to the subscriber, he also forwards the message to the person's phone. If he doesn't know where to go for the first time, click on our text message to find the location of the cheap place and send him the driving route and bus route, even to see what seasonal dishes we have recently, and whether there are any other bargains in the neighborhood. This allows the customer to have a systematic understanding of us. In the service process, we also have access to potential customers-diners invited, we used to have no access to these people, no way to marketing.

Experience before entering the store

Through the establishment and potential customer communication channels, we solved a few problems, the first is the service, the second is marketing, the third is data. Service is the core competitiveness of all catering enterprises, but they will encounter a short board, before customers enter the store, they are dependent on the telephone line, such as customers ask how to go, but there is a flaw, because the receptionist may be outsiders, not familiar with this. Therefore, the customer before entering the shop service is our entire service chain short board, and this short board also seriously affects the entire service experience. So we want to enable our guests to see what he wants to see before entering the store, to understand all the information of our company, this information does not need him to search on the mobile phone, and only need to click our information can be presented.

Potential customer Mining

We did a calculation, we have a store. About 2,400 people are invited to dinner in a year. In the past, when these people wanted to come to our store, 90% of the people could not find our business card, these customers will naturally lose. And now customers can download our mobile version of the app, let him phone binding. We have measured the number of customers invited to increase the number of 1%, we each store will increase the income of 200,000 yuan, which is indeed to our old-brand enterprises to bring benefits. In addition, we can also put the customer in the store data to do a consolidation, based on this integration we are marketing to customers. The efficiency of marketing we also made a calculation, we put a dollar to get 17 dollars of income, this is based on our data accurate analysis of the benefits.

Data Resource Transformation

We are now in the second stage of deepening, this phase we want to realize the transformation of data resources, we have to based on a large number of customer consumption of information mining and transformation, let them into our membership. For example, a customer to our shop consumption, sweep our two-dimensional code can download our cheap square mobile phone member clients, direct registration can be. This transformation of resources is closely related to the customer.

The ultimate purpose of our work is to extend the stage, we and customers have a lot of contact points in a year, we customers in the birthday to give him a birthday wish, holiday to give holiday blessings, this can become an extension of our point, not only can drive our store sales, but also can drive our cheap square other products sales. We have a call center that is the core of our e-business to implement platform systems.

To sum up, we are in a very traditional catering industry, now the quality of service personnel is not very high, mobility is also very large, how to be able to go to the landing and business process is really a big problem, but how to achieve the traditional catering industry to the electric industry across is a road worth exploring.

(Responsible editor: The good of the Legacy)