Get rid of the low tide of catering industry, O2O marketing into breakthrough

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[Guide] Large Catering enterprises encounter a cold spell, including small Southland, Xiang-e situation and so are in trouble; to the traditional catering industry is O2O marketing model in the rise, is expected to become a food and beverage enterprises out of the dilemma of the breakthrough point. Whether it is standard O2O marketing means, or emerging O2O marketing services, it is necessary to try.

Today, sand water analysis and analysis of large catering enterprises are facing difficulties, and will be on their current problems to do some sorting and diagnosis. First of all, we have to make a definition of large catering enterprises, according to the data after Baidu, large catering enterprises should be more than 800 employees, the annual sales of more than 150 million. Judging by this standard, can be called a large catering enterprises are the basic food chain enterprises or catering groups, such as McDonald's, KFC, Pizza Hut, Qiao Jiangnan, Xiang-e situation, the whole poly de, small Southland, small sheep and so on. But unfortunately, the time to enter the 2013 after the large catering enterprises began to encounter the cold winter.

Large catering enterprises hit by cold spell

Although the catering market is huge, has already surpassed 2 trillion annual income scale, and has maintained the growth momentum for many years, but the market scale growth process in the food and beverage enterprise is facing the growth trouble, the revenue faces the decline or the growth rate slowdown challenge. Among them, the high-end catering brand small Southern 2013 reported a sharp contraction in 2013 revenue of 1.386 billion yuan, an increase of 4%, and net profit of 671,000 yuan, a year-on-year decline of 99.4%.

Another restaurant listed company Xiang-e situation more not optimistic, 2013 annual report shows, Xiang e sentiment last year attributable to the listed company shareholders net profit loss of 564 million yuan. So this July we saw the transformation of Xiang-e situation to do a large data business, the company changed to "China Branch Cloud Network Technology Group Co., Ltd.", it is sad. There is also a well-known catering business in southern South was forced to be easy this May, its largest shareholder in Europe's largest private equity fund, CVC Capital partner.

In particular, the "eight provisions" of the central government's anti-corruption and anti-luxury consumption at the end of 2012, the restrictions on official consumption and the rise in costs have brought a huge impact on the entire catering industry, especially in the high-end catering industry. So we saw 2013 China's food and beverage market income growth of only 9% year-on-year, the growth rate continued to decline, creating a 21-year growth of the lowest value. High-end catering serious setback, the limit of above food income in recent years the first negative growth, down 1.8% year-on-year. is a proud, a loss.

O2O Marketing into large catering enterprises life-saving grass

The policy change that the large catering enterprise encounters in 2013 and the cost rising of rent, manpower, raw material and so on all belong to the objective reality that the external environment faces, can only accept fate but cannot change. However, the 2013 for the traditional catering industry also has a big positive news, that is the rise of O2O marketing model. For large catering enterprises, brand awareness, the taste of vegetables, restaurant services and other aspects are relatively good, in the face of the impact of the external environment at the same time, on the one hand is the management model and business model transformation, on the other hand, is to learn to use the internet means to pass products and services taste, forming a greater brand reputation.

Take the transition of the small Southland as an example, the main implementation of the two major changes: one is the use of multiple brand strategy for the combination of marketing, the establishment of "small Southern China", "Hui Mansion", "South Small Pavilion" and "small Southland" four brands, try to meet the mass consumer market and other levels of market demand. Second, in the O2O marketing active investment, the whole upgrading of POS and CRM system interface, improve the docking ability with the external online platform, effective understanding of the passenger flow data, combined with statistical data to use coupons or vouchers pre-sale and booking management mode, not only to avoid the user in the process of temporary purchase loss of income, and effectively improve the free time of the reception capacity, and the bank to build WiFi outlets, through the online product marketing and recommendation, to avoid the problem of offline training and staff enthusiasm is not enough, to solve the previous food marketing very difficult problems.

In the realization of the business model and the successful transformation of the O2O marketing model, the small Southland 2014-Year Plan is: add 12 South Small Pavilion Restaurant, 2 to 3 small Southland, the management of 20 around the Uncle Fletcher Bakery Shop, Shanghai small Southland brand and per capita price of more than 500 yuan super high-end brand Hui mansion to maintain the existing 76 of the scale. Small Southland hope that the end of this year, the Shanghai small southern and Hui mansion outside the number of non-dinner casual dining outlets can account for more than 35% of the number of head office. To "South Small Pavilion" as the representative of the mass catering mode is placed high expectations, it is because of the O2O marketing model to make it bloom a new vitality.

How to do O2O marketing for large catering enterprises

For large catering enterprises, the best way to transition is to be responsible for doing good products and services, the first to comply with the food market development and change, control or even shrink the size of high-end catering, to increase the frequency of eating more frequent, more vigorous demand of the mass consumer market investment, with its rich financial strength, advanced management model , high standard of service level, large catering enterprises want to stand out in the mass catering market is strong competitive.

In addition, if large catering enterprises can use O2O marketing means, it will be more powerful, as small Southland general. Of course, there are many ways to do this, such as the establishment of a micro-credit public number, self-built app, with local community or forum for joint marketing, in watercress with the city to launch food activities, the use of Baidu Direct number for customer La Nieu, etc., but these are "device" level, are tools, the key is to master good "surgery", That is how to use these tools and channels to really do a good job O2O marketing.

Although we see many large catering enterprises have established their own micro-credit public number, the vast majority of the in-depth development, but may not have been able to understand the micro-letter public number can bring to their own benefits. Some large catering enterprises have set up their own apps, in terms of their financial strength, it is not difficult to raise a team to develop an app, but the app's challenge lies in the subsequent operations and promotion, especially the catering brand app can meet the needs and experience of consumers, this problem must be clear. The specific example is South Beauty although in the main before the easy to embrace the mobile internet to embrace O2O marketing, they have built a Qiao Jiangnan app, but did not imagine the reversal of the downturn. The only successful example could be KFC, whose two app "KFC" and "KFC Rush" are among the top Top10 of the App Store's gourmet drink list.

In fact, since the construction of the brand app sand water is not recommended large catering enterprises to try, although the development cost is not high, but the follow-up promotion and operating costs is not low, and finally reduced to a high likelihood of chicken. It is better to use the existing O2O marketing tools and channels, wide net to carry out low-cost marketing. On the one hand, large catering enterprises can make good use of existing "device" objects, such as micro-letter public number, local forum and community, watercress and other cities, on the other hand, do not let go of any brand new O2O marketing services, such as the latest launch of the Baidu direct number.

To micro-credit and Baidu direct number as an example, micro-letter public number is the main tool for restaurant enterprises, to help customers maintain customer relationship and content marketing, but need to invest in human, material, time and energy to participate in the full heart, to attract targeted users to pay attention to, For the early start of the business can enjoy a large dividend period, the rapid accumulation of a large number of subscribers, the establishment of the first advantage. At present, although it has become standard, but also increasingly difficult to promote.

Baidu Direct number is based on Baidu Mobile search, map, personalized recommendations and many other ways, so that customers direct business services, businesses as long as the wait to be able to connect those search related services accurate users, worry-saving effort. Take the seabed fishing for example, through the @ Seabed Fishing Direct service, Baidu Map, smart recommendations, etc., the direct number of the seabed to take about 1500 new orders, the effect or leverage. But sand think these only have a certain brand awareness of large and medium-sized catering enterprises effective, small and medium-sized catering enterprises are suspended, because their own brand awareness of the problem is mostly not resolved, not to Baidu search on the @.

So for large and medium-sized catering enterprises, whether the standard O2O marketing means, or emerging O2O marketing services, it is necessary to try. Because every new thing is pregnant with a new opportunity, once developed, the forerunner will be the same as the early micro-letter public number to obtain the first advantage, it is possible to enjoy a generous dividend return, so for the Baidu direct number of this type of users have a huge new service must pay attention to.

In short, the big catering enterprises, especially high-end catering business has passed. The policy level to the public service consumption should not be relaxed, all kinds of high cost of the status quo is difficult to reverse, the only way out is through their own model transformation, with the help of O2O marketing services to break through. The current market situation for large catering enterprises just confirms the Dickens in the "Tale of two cities," said the famous saying: "This is the best of times, but also a worst era." ”

Author: Sha Shui, Micro-public number: Itshayan