"Dry goods" small Southland Zhang: the O2O evolution of high-end catering

And listen to the small Southland said:

1, the new restaurant era, multi-brand catering to multi-level needs

2, line down the customer group nature difference is not big

3, O2O online pre-sale management, can change customer consumption peak Valley period

4, regardless of the cost of the discount is very dangerous, combined promotional mild discount effect better

5, WiFi Construction for brand display and product marketing more accurate than the waiter introduction

And a lot of catering big guy a different casual outfit, Zhang July at the end of the dress is still dressed, and even a suit-the same day Shanghai temperature has more than 30 degrees, which seems to reflect the small Southland as a high-end catering representative identity. Zhang is a small Southland responsible for the O2O project strategy and supply chain Vice president.

For O2O, it doesn't seem to be a question of what to do, but how to do it. Even in the high-end, but also consider how to ground gas "fly into ordinary people home." You know, because of the slowdown in macroeconomic growth and the government's restrictions on the three public consumption, the high-end fete market has declined markedly, the small Southland has also been affected.

Zhang in the interview with the small gull a lot of talk, he mentioned most is the transformation. As the father of a 6-year-old, he has repeatedly mentioned that the small Southland should turn to more stable individuals and families, catering to more midrange, fashionable, younger needs. Interestingly, when they put forward the O2O strategy, they want to butt in with the company in a stream. Without him, the little Southland's client was too high quality.

There is little difference in the nature of the customer group on line

Although many people know the small Southland, but some people do not know, in fact, this is already a multi-brand catering group (publicity efforts to increase AH).

At present, the core brands of the small Southland include the "Shanghai Small Southland" (Shanghaimin), which provides the high-end customers with the delicacies of Shanghai, and serves the business and high-end customers to provide Cantonese and Shanghainese cuisine in the elegant mansion-style environment, "Hui Mansion" (Maisondel ' Hui); As well as in 2012, the introduction of the fashionable leisurely space to present Shanghai cuisine concept of the third brand "South Small Pavilion" (thediningroom).

Zhang also revealed that the company is introducing a more suitable for household consumption of dinner brand "small Southland." Small Southland with this multi-brand strategy, through a variety of brand portfolio, to meet more levels of market demand.

If you do not put the 400 telephone booking, the small Southland for online marketing is actually quite cautious, the company's first large-scale online marketing is with the public comment on the issue of discount cash coupons, and in a very short time was robbed and empty. Up to now, the public comment is still the biggest O2O cooperation platform of the small Southland. In addition, the company also with the United States Regiment, small Secretary, Amoy Point, such as several mainstream platform launched a cooperation.

Restaurant The most important resource is the table, the same location of the restaurant, the level of turnover determines the profitability. Through the development of O2O, bring the differentiation of new customer channels, sales end of the resource management become more clear.

Small gull is curious, small Southland originally positioned in high-end, carry out online marketing, will attract a group of "cock Silk"? Zhang Frankly, initially did not do O2O time, also worried that the wire diversion of the customer group with the line is not the same, but after the actual operation is found not so, O2O platform is not like the beginning of the marginalization, Now the line under the customer group of similar nature, and the former for some online information to accept the speed is very fast, but become more high-quality customers.

Although the O2O platform is numerous, but the small Southland and the populace reviews the cooperation quantity is biggest, this actually with each platform's different localization correlation. Public comments is the most successful platform O2O enterprise, willing to grow with partners, and will offer a lot of resources to support; second, the public comments as a national layout of the O2O platform, in large and medium-sized cities covering the ability and influence is particularly strong, has a very good base for tourists. Small Southland has formed a three-dimensional brand cluster, brand, large-scale, dot more, the public comments just can provide enough resources and the company docking, so the cooperation between the two sides is very tacit understanding and effectiveness.

Accurate online marketing is beneficial to passenger flow management

Although the external environment is not good, but the small Southland last year, the same store traffic is growing, this year is still growing. The core point of this is that the company actively carry out O2O marketing. This year, the small Southland is the overall upgrading of POS and CRM system, to open up the interface of various systems, improve the docking with the external online platform, change the original system relatively closed, complex interface, these have to the online customer experience brings trouble.

For the O2O of the diversion capacity, Zhang gave an accurate numerical value, the current line of passenger traffic accounted for the total number of passengers 6%, the reason to be able to clear statistics passenger flow data, because the small Southland requirements, if customers through the public comments enjoy the package and cash coupons, need to advance with the restaurant reservation. In this way, a convenient statistical customer information, two to prevent customers in the process of temporary online purchase, resulting in online interference.

Thanks to the O2O marketing approach, the small Southern restaurant idle period of sales began to uplink. In the past, the time period of the high correct meal is very obvious, in the business fete drive, Monday to Thursday business gradually go up. By the end of the week, with personal and household consumption, sales will increase by one level. Therefore, the restaurant in a week's consumption situation will show a clear peak valley State, resulting in the same reception capacity, sometimes appears to be inadequate, and sometimes appear to be superfluous, to the whole management brought difficulties. But through some O2O on the line of pre-sale management, to a certain extent, to change the customer's preference for the period of time.

Small Southland realized that the past food and beverage advertising is not good to do, because such a wide net of the way the cost is high, both to find the target customers, but also to make them willing to try, this probability is very small. And like the public comment on this O2O platform, is undoubtedly small Southland targeted to find the target customer artifacts.

In Zhang's view, the first time may be worried about the public comment on the app is young people play, young people have no money to afford to spend? But now, it seems, this worry is completely unnecessary, now the online marketing costs are falling rapidly, and the target customer base is becoming bigger and larger, at present no consumption level, Most people are using the mobile Internet, and there is a need to find a favorite restaurant.

How to be free at leisure and busy

Before joining the small Southland, Zhang has been in the hotel work experience, in his business philosophy, price concessions have never been a derogatory term. In the hotel industry, there are two very important resources to grasp: one is the channel difference. Different channels have different channel prices, with the price to attract customers. The second is in advance, a bit similar to airlines, the earlier the price discount, the larger the team more favorable.

For hotels, 500 rooms if only sell out 300, the other 200 is idle resources, the restaurant is the same, through online channels and appropriate discounts to attract customers, is a very effective way of marketing. However, regardless of the cost of the discount method is very dangerous, because the following is the quality of discount, word of mouth decline, the impact on the brand image. At present, the small Southland in the public comment on never sell low discounts, basic control to 90 percent of cash coupons to attract customers, such as in the peak season will introduce some packages, looks less discount, but according to the background of the calculation, the private room per capita consumption is about 200 yuan, the package will involve 230-250 yuan this empty file, The results will be better.

In fact, the O2O platform can also improve the customer's ordering habits. In fact, until now, domestic consumers are still accustomed to the shop after the order, this for the flow of fast food does not matter, but for the high-end Chinese meals in the lethality is very large.

Zhang Frankly, Chinese dinner not only related to whether there is a seat, but also related to raw materials preparation, this type of restaurant menu only 100 dishes, basically all to 200, leading to the pressure of stocking. If customers can book in advance, the pressure on the restaurant will be much smaller. In fact, in the United States, Japan and other place to eat dinner, if the customer did not book, to the shop after the basic to wait more than 2 hours, but domestic customers have not such patience. Therefore, this kind of good consumption habit, also need to rely on the restaurant and O2O platform to drive together.

For data sharing, different catering enterprises hold different attitudes, but small Southland mentality is very open, as long as the law does not limit, or there is no moral barriers can be discussed cooperation.

Zhang revealed that the small Southland in and the bank to build WiFi outlets, because a store of WiFi cloth point cost is not low, and later to maintain, for many stores of companies is a large amount of expenditure. The reason why banks look at small and medium southern businesses is that they have very good customer resources, which can be seen in the credit card bill. In peacetime, banks in order to develop credit card customers, the cost of doing a large-scale activities are often billion.

For cooperation with the Bank, the small Southland wants to know, the customer swipe card when the card is the bank, which in the bank POS receiver can be seen. Understanding this information, the small Southland can be targeted and with a bank to promote cooperation. However, in a number of particularly sensitive data, the small Southland in the sharing will have reservations, such as the habit of customer consumption, what is the habit of food, consumption per capita, how the payment behavior, the general circumstances will be scheduled, etc., this involves the company's trade secrets.

As for the enthusiasm to promote the construction of WiFi network, because the small Southland found that the online product marketing and recommendation is more simple and natural. In the past, relying on the introduction of the line attendants, not only requires a lot of time training (high mobility caused the waiter is not interested in this), and the customer's patience and acceptance is not high. But by allowing customers to access WiFi and jump to the company homepage, they are happy to take a look at their free time to order more accurate positioning, this online tool to solve the previous food marketing is a very difficult problem.

Through the depth of cooperation with the O2O platform, in addition to the promotion of 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 public comment on the platform, it is a lot simpler. If there is a complaint, who complained about, who will be responsible for the receipt of orders, the final production report, communication costs through this platform to solve, become very inexpensive.