In recent years, the popularity of catering O2O

In recent years, the popularity of catering O2O. As the earliest use of internet marketing McDonald's has never been out of sight of the industry. Its recent development of the O2O model to explore the case of "cherry blossom cone run cool 0 yuan Rob" again aroused the attention of reporters.

This is McDonald's in China began to explore the O2O mode of new attempts. According to public information, this is the McDonald's joint Baidu map for the new cherry flavor cylinder ice cream tailored activities. The event took 10 days to get more than 20 million page visits, 50多万次 shares, gained nearly 70 million of the reading on social media, and boarded Sina Weibo's popular search list.

How can an ice cream get so much attention in just 10 days? At least 10 years ago, this was unthinkable. Who would care about the sale of an ice cream? However, in the mobile internet age, no amount of it can be achieved in one by one.

The technical logic behind the delicacy

From an ice cream to a delicious Chinese meal, Western food, fruit, or even a complex hotpot ... All food-related, now only need the fingertips of a few steps to touch, delicious can appear in front of. But the ability to achieve such a powerful behind the catering business based on the new market environment to the technology trend of accurate recognition and upgrade.

Isi CEO Zhang has said that the future of the market, will be the consumer-driven market. Only a deep understanding and grasp of consumer enterprises, in order to gain a firm foothold in the market. Analysis of the McDonald's case, the same reason.

According to the report, McDonald's successful completion of this new product push, depends entirely on lbs accurate push and positioning technology, coupled with novel and interesting activities and creativity, and the accurate grasp of the crowd.

McDonald's CMO must be in a media interview said: "LBS technology geo-positioning data is a huge wealth, and we have such a chain of restaurants, to find for consumers to bring value-added activation point, with unlimited imagination and expansion of space." "Parkour" Theme and product "Cherry" characteristics, can be very high convenience and fun to increase consumer's brand and product goodwill.

The use of technology, accurate crowd positioning and the realization of perfect integrated marketing, the final sale of victory, in today's catering O2O era, more than McDonald's, more traditional large-scale catering enterprises are also through the transformation of technology, to achieve a smooth transformation and upgrading.

As early as the beginning of 2008, gold million on the introduction of the catering CRM customer management system. 2010, began to venture in the catering industry to conduct e-commerce and O2O attempts. By the end of 2013, gold million has precipitated 1 million active members, and can use micro-bo, micro-letter and other O2O means, to consumers of precision marketing.

According to the introduction, in the acquisition of new members, gold million do not blindly attract customers, but selectively access to target users; in the management of old members, golden million do membership classification and value mining, and the use of Advanced CRM system can be accurate management. For example: The golden million of serving speed is 20 minutes all over, 30 minutes roast duck, each table is equipped with an hourglass timer, when the timeout (the hourglass after the hourglass) can enjoy free to eat; behind this is the support of large data and systems. The principle is based on the gold million perennial customer behavior data accumulation, the system can be judged at a certain moment to the number of customers, and tips to do the preparation of roast duck, so automatic circulation, to ensure the efficiency of the dish while ensuring good food taste.

Meizhou Dongpo. May 2013, Meizhou Dongpo Group launched the "527 Food Courier System." The system realizes the mobile phone app client, the Meizhou Dongpo Food Courier Network, the food hotline three big takeout meal booking channel's "Three Nets fuses". In addition, a number of improvements have been made in the distribution process and service standardization. "527 Food Courier System" on the line at the beginning of the order to sell orders to 20% per week growth rate, the customer unit price is about 100 yuan.

Resisting must be in the first.

Throughout the traditional catering in the O2O layout, we are not difficult to find, "internal technology reform first", is an indisputable fact.

After the "Hundred Regiment War" period of enlightenment, the traditional food companies have a "mass flow" slogan no longer cold. But more rational will focus on the internal technical renovation. The so-called "resisting must be in the first." Through the observation, the reporter summed up these present transition good meal enterprise's one O2O logic.

1, no longer blindly settled in a large number of Internet traffic entrance. Reporters visited a number of food booking platform found that most of the high-end catering enterprises to the opening of the flow of more cautious. In order to avoid "hundred Regiment war double-edged sword" recurrence. Isi Food CEO Zhang to reporters, easy to master Baidu Direct number, Baidu light application, micro-letter restaurant, micro-Bo restaurant, 360来 shop, such as a number of mainstream Internet channel resources, but now the choice of catering enterprises more calm, prudent, but the choice of gradual, orderly settled channels.

2, build CRM, BI, logistics and other information management system. From the above Meizhou Dongpo, golden million, McDonald's case, we are not difficult to find that the construction of information systems or upgrades to the meal Enterprises O2O test water, plays a vital role. Is the mainstay of the O2O model. Zhang told reporters, now O2O mode operation of a good large and medium-sized meal enterprises, the reason for success lies in the priority of the information system layout and build. The system collects the data, analyzes the data, directs the meal enterprise business decision, the meal management, the user personalized service, over time, forms the virtuous circle.

3. Build micro-letter restaurant. Micro-letter Restaurant can make the meal company closer to the user needs, provide personalized user services, increase the stickiness of users, forming a group of strong relationship users.

4, build PC official website or mobile official website. PC official website and mobile website can provide users with a variety of information services platform. For example, takeout order function, reservation table, online ordering, online queuing and so on. Let users have a variety of options to improve the retention rate of users, meal enterprises brand image, enhance market competitiveness.

Zhang that, at the moment, the catering platform is from a lighter mode to the heavy mode of transfer, heavy mode to seek breakthroughs in the path of innovation. For the long time since the deep planting weight model, focus on the Food enterprise Information transformation of easy to eat, more understanding and rational attention and guide more traditional food transformation and upgrading. It is reported, Meizhou Dongpo, gold million, seabed fishing O2O test water, behind is Isi food technical support.