Fresh electricity dealer creates a high quality user experience

All along, fresh electricity business has been known as "The last blue sea in the field of electrical business", but the industry also has a lack of product standards, cold chain logistics distribution is not smooth, stable base and so on. The development of the fresh electricity business must be based on creating the user's high quality fresh food consumption experience as the core, constructing the user experience high value chain, carrying on the integration construction from the product end to the service end, and carrying on the three-dimensional promotion from the member Circle's creation to the support of the Operation team.

Create a high quality user experience

Online Collaborative experience. Fresh electricity business is different from other restaurant stores, Chef Life service O2O, etc., it needs to pay attention to the line of exquisite food supply, browsing experience, package selection, etc., at the same time need to strengthen the offline service experience, cooking guidance, community interaction. Online collaborative experience required to complete the following two points:

1. On-line food material "selling point expression" and under the line scene performance to be quite, the food material should be fresh, edible, weight, size, color, etc. are the same, give fresh users a sense of trust; 2. Online service commitment and online food service performance is similar, the provision of cooking services to the chef of the brand of service content, service value is not exaggerated, Truly provide users with equal service commitment and value experience.

Interactive interesting community value community. Community Value Community Construction focuses on:

1. Enhance user interaction, promote the enthusiasm of the user to cook food, encourage their own choice of ingredients, while in the interest group to interact effectively, in the food from the media to speak freely; 2. Strengthen the Community online activities under the line of collaboration, network communities in the topic of design, Word-of-mouth communication, etc. must be in the theme activities, member activities

Choose a good model

Self-oriented, moderate platform construction. Self-self-management needs to focus on the following two points:

1. Highlight its own brand, strengthen its own brand theme promotional activities, to promote the independent characteristics of the food industry Joint promotion, portfolio purchase concessions and other activities; 2. The early stage can moderately open the food material to buy the platform, introduces the third party to cook the guidance organization, the Life service O2O organization and so on, aims at providing the user with the food-oriented multi-point service, Enrich the user's culinary experience.

The construction of independent brand ecological circle needs to pay attention to the following two points:

1. Users to share, the construction of the relevant interests of the consumer should be the same or similar food users, in other words, the users in the circle face the same age, income, and living habits, all the business can share the "user dividend" to provide users with multi-level, aggregate services; 2. Service Diversification, All members of the circle provide different services, but belong to the community life services, the main category should be controlled in food, food, beverages, cooking, home services and other categories, at the same time to avoid vicious competition, we must strengthen the relative exclusivity of various service categories to ensure the interests of the partners in the circle.

Create a series of extreme products

Users to participate in the creation of food products. Fresh electricity supplier's choice of ingredients, gourmet meal choice, cooking service and so on should be the brand and the user completes together, the user participates in the product creation performance in:

1. Encourage users to market time for new agricultural products, the combination of vegetables and other personal suggestions, so that users choose the "Best Products", "I most satisfied with the products", so that users actively participate in product development, food design, food recipes, etc. 2. Guide users to customize agricultural products and recipes through community customization, etc. For VIP customers to provide custom-type service products.

Selling feelings rather than selling farm packages. "Original Life" is a typical success story, creating the Myth of "Chu Orange". The method of selling feelings has the following two points:

1. By the industry hot spots, the safety of agricultural products, quality and other characteristics and fresh electricity merchandise brand grafting, highlighting the safety, high quality and other characteristics of fresh electricity commodity brand; 2. and agricultural celebrities, entrepreneurs, such as star cooperation, product research and development can be developed to explore their self-help stories, to enhance the brand awareness of fresh electricity manufacturers, expand brand reputation.

Multi-screen interaction based on perfect terminals. At present, fresh electricity products are basically in the PC end, mobile end and many other applications, the main methods of multi-screen linkage:

1. Use food theme to co-ordinate multiple screen interaction, and actively create a unified seasonal food content, health food content, food material description content, strengthen the mobile theme of promotional content performance, strengthen the PC end of community interaction, food materials exquisite expression; 2. Enhance the theme of the promotion of multi-screen linkage, the theme of the quarterly promotion must be a unified theme across multiple screens.

Provide a full range of value-added services

Offline situational Terminal experience. The future of fresh electricity dealers must be online under the collaboration, and offline situational terminal construction is the most important. The main methods of offline situational experience terminal construction are:

1. Fully highlight the food consumption experience, display the choice of ingredients, cooking demonstrations and other diverse experience, at the same time to the high value of cooking intelligent equipment, such as performance; 2. As a stronghold of the activities of the offline members, the offline terminal must contact the brand network members and developers around the surrounding members.

A high sense of participation in the offline cooking service. The value of fresh electricity producers is to provide quality food, to the user to enjoy food, to provide better cooking services, from the point of view of food creation, and "Cook home" and so have the same advantage; fresh electricity dealers in the provision of food materials, cooking guidance, on the basis of the "Cook Home" and other services to contact.

Build a high viscous

User Circle Layer

With the ultimate dish to cultivate "seed food users." The consumers of fresh electricity dealers are mostly people who have a special taste for food, and the main methods of cultivating "seed food users" with the ultimate dishes are:

1. Organize "gourmet DIY activities", let the user create, self-discovery, the selection of "User DIY Top Ten Gourmet", from which to choose the potential of "extreme food"; 2. Tap the characteristics of food ingredients, found that the characteristics of gourmet recipes, celebrity chef led the excavation work, the latter invited VIP users to eat in the beta, independent selection,

Create a series of Word-of-mouth events, such as safety, quality and interaction, to enhance user participation. Fresh user community operation is the most important is to strengthen community interaction, deepen communication with users to choose food, food creation as the medium, create high user stickiness, promote the continuous purchase of users. In order to arouse the enthusiasm of the user to participate, the fresh electricity trader can create a series of Word-of-mouth events, arouse the user interaction, create the high user participation degree, and form the key Opinion leader Circle layer.

The main methods to enhance user participation by Word-of-mouth are:

1. Launch "Food Safety", "gourmet Cooking", "seasonal food recommended" and many other topics discussed, feedback users to points, shopping coupons, etc., to stimulate user participation; 2. Fresh electricity business platform to push the "characteristics of food", "characteristics of the Introduction", "Special food cooking" and other soft wen, Strengthen the micro-letter public number of ingredients recommended, gourmet selection and other content, triggering user interaction. Skynet