Decoding catering O2O: The restaurant owner must understand yesterday, today and tomorrow

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According to the China Electronic Commerce Research Center (100EC. CN) monitoring data show that 2013 China's catering industry O2O online users will break 100 million, to 139 million. 2012 China Catering O2O Market size of 38.66 billion, 87.1% increase than 2011; in 2013 China's catering industry O2O market size reached 62.28 billion, compared to 2012 growth of 61.1%; expected to 2015, China's catering industry O2O market size will reach about 120 billion.

Catering industry as the largest market O2O field, from the outset gathered a lot of eyes, and ushered in the rapid development of the opportunity period. Once placid catering industry from the undercurrent surging to the contending, from the fierce unusual group buying war to sell the market shot suddenly, from hungry to Amoy Point borrow Ali attack, catering industry O2O once again strongly stimulated the Giants and merchants nerves, businessmen seem to feel the power of the Internet, Mobile awareness has been strengthened, perhaps really miss too much of the internet's elegance, will not be willing to miss this "new" opportunity, the future value is ready to start their own layout and practice.

Throughout the last two years of the development of catering O2O, it is true that a good case has emerged, but also formed a rich and diverse development model. Standing in the industry's perspective, catering O2O is also at the same time, universal development of the initial stage, we all in stones, unspeakable mature replicable model. Next, let us understand the development status, development model and successful case of catering O2O, hope to have some inspiration from it.

First, the development of catering O2O

1, catering O2O Market scale, industry participation is high. This is the main reason that the catering O2O is widely concerned and develops rapidly. Moreover, after the baptism of the group buying War, the catering industry first contacted the O2O service, in the catering information and human resources matching has come to the forefront. It can be said that as long as there is a place to buy food and beverage O2O existence, there will be catering O2O market cultivation, including the United States, the public comments, handle, glutinous rice, litters group, such as group purchase sites are not.

2, chain-type brand catering enterprises pay attention to high and early layout, small and medium-sized enterprises passive follow-up and powerless. As we all know, the level of academic qualifications of catering practitioners is generally low. As a chain-type brand catering enterprises are favored and more organic will attract a high degree of capacity of the food and beverage managers, small and medium-sized enterprises are most of the internal promotion of talent bottlenecks outstanding. Similarly, in the understanding of Internet marketing and understanding of the chain of brand-name enterprises more proactive, such as KFC has its own app and the number of users ranked in the top three of the Food category app, other small and medium-sized enterprises are mostly stuck in how to carry out the micro-credit marketing phase, the gap is obvious.

3, micro-credit marketing has become the standard for most catering enterprises to test water O2O. Now whether you're walking into a one or two-line city or a three or four-line city restaurant, you'll see a warm reminder of a sweep of the micro-public number two-dimensional code on the table or on the menu. Do not say that everyone in the micro-trust operation on how to do, at least in the catering O2O learning on the road, has taken the first step.

4, Catering O2O development model is also expanding, but mostly in the market incubation stage. Talking about food and beverage O2O, the beginning of everyone may be the first response is to buy, but now in addition to group purchase there are catering reservations, take-away, gourmet friends, private order and other models, respectively, corresponding to different user groups and needs. In all of the above models, group buying and takeout are the most mature, and other models will be highlighted in the next section.

Second, the development model of catering O2O

1, Restaurant information Reviews: This is the public comment on the setting sail of the place, plowing 10 years, accumulated a large number of restaurant reviews data, the market has made great contributions to the cultivation. Don't say much. Of course, in the present comment mode has become standard, can not be called the model, but in view of its historical contribution, it is necessary to trace back to explain.

2, catering Group purchase: Continuous entrepreneur Wang will be the United States Groupo model introduced in China set up a U.S. regiment, from the group buying market out of hand, once opened the "thousands of war" mode, so that the entire catering market fully accept the most original food O2O baptism. Today, the group buying market has become more concentrated, the first three basic occupy nearly 80% of the market share, restaurant group buying is still the main source of income in the catering O2O.

3, Catering takeout: Takeout has always been, but because of the emergence of hunger, a year over 1.2 billion of the turnover of the Internet catering to sell the industry's extensive attention, then the major internet catering giants such as the United States Regiment, the public comments are actively follow up, Ali also set up Amoy point into the take-away market. The latest news is that in early May, the general public reviews 80 million U.S. dollars investment hungry, to achieve strong alliances.

4, Catering Reservations: Strictly speaking, network catering booking is also borrowed from abroad, the typical representative is OpenTable. On the June 13 of this year, Priceline, the US online tourism leader, announced that it would buy the US web-booking platform OpenTable at a total price of 2.6 billion dollars. This news quickly to the domestic, let domestic originally lively dining o2o field heating up again. Then we saw the United States and the general public comments (yes, or they) set off a new round of catering O2O layout.

5, gourmet Dating: The model is from the Internet food site to explore the activities of the shop evolved, gourmet social applications where to eat in Beijing and Changsha are respectively the exploration of the model, and achieved good results. In short, the gourmet website or the gourmet Application platform combines restaurant features to plan a special gourmet dating event, online to recruit food talent to eat, online food tasting and dating activities. On the one hand, the restaurant has access to the network of food Tatsu people, through their food articles, videos, pictures and so on word-of-mouth communication to achieve the purpose of marketing propaganda; On the other hand, the users who participate in the activities can not only taste the food, but also make friends with the cargo of the city. Through the theme of dating activities to plan a good connection between the merchant and the user, not only can enrich the UGC content on the line, but also can make the user social relations more closely, enhance the site's user stickiness and active degree. Such a can achieve a gourmet platform, business and users of the three-win model is likely to become the future trend of development, I hope to eat where the app can bring us a different surprise.

6, Private order: As early as the Spring Festival in 2010, some five-star hotels in Shenzhen launched a chef home when the private kitchen to make a dinner service, very popular. At the outset, this model is the emergence of catering enterprises in accordance with market demand to launch a service, but ultimately by the constraints of the objective conditions can not form a scale. Nowadays, the mobile Internet is developing rapidly, and it is very convenient to make an appointment with the restaurant or hotel chef. Perhaps the only problem is how many people will need such a private custom service, but the model is worth trying.

Third, catering O2O excellent case interpretation

1, small Southland: beautiful marketing Combination Boxing

At present, the small Southland's core brands include "Shanghai Small Southland", "Hui Mansion", "South Small Pavilion" and "small Southland" four brands. Small Southland with this multi-brand strategy, through a variety of brand portfolio, to meet more levels of market demand.

In addition, in O2O marketing small Southland is also an active input. First, the whole upgrade of POS and CRM system interface, improve the docking ability with the external online platform, effective understanding of the passenger flow data; The second is the combination of statistical data using coupons or vouchers pre-sale and booking management mode, not only to avoid the user in the process of temporary purchase of the loss of income, and effectively improve the free time of the reception capacity; third, with the bank to build WiFi outlets, through the online product marketing and recommendation, to avoid online training problems and staff enthusiasm is not enough, to solve the previous food marketing very difficult problems.

Through cooperation with O2O platform, in addition to promote the brand and marketing, but also to effectively solve customer service problems. Rough calculation, a year of small Southland passenger traffic in more than 6 million people, as long as there is a small number of people playing 400 seats, the whole answer costs will be very high. The late 400 seats also have to distribute the complaint list to verify, feedback, the process is also very complex. But now through the Third-party platform to share a lot of accurate data, once there is a complaint, who complained, who is responsible for the receipt of orders, the final production report, communication costs through this platform to solve, become very inexpensive.

Summary: Small Southland success lies in its beautiful marketing mix. On the one hand, it has a clear positioning of its own products, the use of multiple brand strategy to meet the needs of different customers, and adapt to form through the catering system interface, on the basis of large data to strengthen the cultivation of internal strength; On the other hand, the small Southland strengthened the cooperation with the third party platform, Make good use of mealtimes and free time to order to help boost sales. And all of these are based on the statistic analysis of the user's dining data in the small Southland to make effective customer management and marketing decision.

2, will be too no two: the user experience to achieve the ultimate

Location has always been a traditional shop opened a scholar, the location of good or bad directly affect the popularity and profitability of businesses. However, "will be too no two" but using the Internet platform to break the curse of the site.

2008, will be too no second in Beijing to open a third chain, but the Swiss apartment store is very covert, the branch was selected in an apartment underground access, the location, low popularity. Upstairs downstairs a lot of chain or even international brands of catering businesses are open, closed open, very bleak. But will be too no two to make the store into a daily water tens of thousands of high popularity restaurant, the reason lies in its sincere user experience to achieve the ultimate:

(1) from the new store marketing, will be too good to take advantage of the gourmet community of the talent Word-of-mouth. The founder of criminal force personally use the food community resources organized a lot of activities, often with netizens together, a period of time after the store business more and more prosperous, word-of-mouth marketing results.

(2) actively carry out cooperation with the online platform, increase the number of electronic coupons and other products to enhance the popularity of new stores, attracting a lot of users to buy coupons to shop. Along with this new store, each store has appeared in the queue of the phenomenon, promotional activities to promote performance marketing.

(3) Pay attention to the user difference assessment, Hugan find the reason. will be too no two of the customers crowded stores because a consumer rating stopped the industry to clean up, and then the entire management meeting to discuss, summary, and in the closure of the day only reception this table to write bad comments guests. From then on, will be too no two employees to the consumer evaluation is "schooled", every day to see the customer's comments has become a part of the shop long, a habit of life, greatly enhanced will be too no two word-of-mouth.

From the beginning of the electronic coupon products to the promotion, group purchase, coupons and other combinations of marketing products, will be too no two to become the city's famous creative cuisine restaurant, in the country out of 10 chain stores, but also opened the store to overseas, of which the average one-month light group deals amounted to 5 million yuan. However, marketing is always Wei Gong, internal strength or products and services. As long as the user experience to achieve the ultimate, then the value of the user's reputation will be surprising.

Summary: Collaborative integration is the direction

Nowadays, the catering O2O already is the general trend, the line also accelerates the fusion under the on-line. Whether catering business is the use of catering O2O platform for marketing, or to build a micro-letter public number or app for service delivery and relationship maintenance, the two always complement each other. No matter where the O2O will go, the line is always the fundamental, product and service experience is the most important place for users, this is the true cohesion of the user to achieve landing place. and online development can help products and services to get a wider range of dissemination, affecting more users.

For catering O2O, the real need to achieve online and offline integration, through the online and offline data resources are still facing great practical difficulties. For most catering enterprises, upgrade the POS system and get through the CRM system interface at the operational level will encounter many obstacles, and this is the biggest bottleneck of catering O2O. If the customer data can not get through the line, then the restaurant can not be effective analysis of user behavior, the possibility of developing effective marketing strategy will be greatly reduced, online platform is the same. This is what we often say about the missing part of the O2O closed loop. Therefore, how to better collaborative online and offline user behavior and data resources, to improve the online collaboration under the line of cooperation, is certainly catering O2O future development of a ring.

But "all roads lead to Rome". It is impossible to say which method is absolutely right or wrong, but one thing can be confirmed is, who can truly realize the business, the platform, the user's tripartite wins-win, who can have a real future. Who can better meet customer demand for products and services, who will be able to win in the user battle.

Author: Sand Water, the spectator of soy sauce in the Internet. Focus on O2O, mobile social networking, new media and electrical business. The micro-credit public number is: Itshayan.