Medium and high-end restaurant online customer base is not very different nature

And a lot of catering industry chiefs a casual wear different, Zhang Jun by the end of July or wearing a suits, and even suits - the same day the temperature in Shanghai has more than 30 degrees, it seems quite able to reflect Xiaonan as a high-end catering identity. Zhang Jun is responsible for the O2O project Xiaoguo Guo strategy and O2O, this seems to be not a problem to be done, but how to do it. Even in the high-end, but also consider how to get in the air "into the homes of ordinary people." You know, due to the slowdown in macroeconomic growth and government restrictions on consumer spending, the high-end market has shown a significant decline in banquet, small southern countries have also been affected.

Zhang Jun interview in the process of receiving a small talk a lot, he mentioned the most is the transformation. As a father of a 6-year-old, he repeatedly mentioned that Xiaonan should shift to individuals and families in need of more stability to cater for a more middle-class, fashion-oriented and younger-looking needs. What is interesting is that when they come up with O2O strategies, there is an endless stream of companies that want to connect with them. None of him, small Southern customers too high quality Seoul.

The difference between the nature of online and offline customers is not big

Although many people know Little Southland, some people do not know it. Actually, this is already a multi-brand restaurant group.

At present, the core brands of Xiaonan include Shanghai Min, a restaurant that offers Shanghai-style cuisine to middle and high-end customers; Shanghai Min, which serves both business and high-end customers, Cantonese and Shanghainese delicacies in an elegant mansion environment, Maison De L'Hui "; and in 2012, the third brand" the dining room "is presented in a relaxed space with fashionable style.

Zhang Jun also revealed that the company is introducing a more suitable for home consumption dinner brand "Little South." With this multi-brand strategy, Xiaonan has catered to more levels of market demand through its diversified brand portfolio.

If you do not count 400 phone booking, Xiaonan Guo for online marketing is actually quite cautious, the company's first large-scale online marketing is to collaborate with the public comment discount coupons, and in a very short period of time by a Grab and empty. Until now, public comment is still the largest O2O cooperation platform in southern China. In addition, the company also cooperates with several major platforms such as the U.S. delegation, small secretary and Amoy Point.

Restaurant's most important resource is the dining table, the same positioning of the restaurant, the level of turn rate determines the profitability. O2O, through the introduction of differentiated new customer channels, sales-side resource management becomes more clear.

Xiao Ou curious is that small southern countries had been positioned in the high-end, online marketing, will not lead to a bunch of "reeling?" Zhang Jun frankly said that when it did not do O2O at the beginning, it was also worried that online diversion customers were different from offline ones, but actually found that this was not the case. The O2O platform was not as marginal as it had just started. Now, On the line of the same nature of the customer base, but the former for some online information to accept very fast, but become more high-quality customers.

Although there are many O2O platforms, the cooperation between Xiaonan and VW is the largest, which is actually related to the different positioning of each platform. Public comment is the most successful O2O enterprise with platform operation. It is willing to grow together with its partners and take the initiative to provide many resources to support it. Secondly, the public comment On O2O platform as a nationwide layout, its coverage and influence in large and medium-sized cities Particularly strong, have a good source of customer base. Small Nanguo has formed a three-dimensional brand clusters, many brands, large-scale, multi-site, public comments just to provide sufficient resources docking with the company, so the cooperation between the two sides are very tacit and effective.

Accurate online marketing is conducive to passenger flow management

Although the current external environment is not good, but Xiao Nanguo same-store passenger traffic growth last year, this year continued to grow. The core of this point is related to the company actively carrying out O2O marketing. Since the beginning of this year, XiaoNan Guo is upgrading its POS and CRM systems as a whole, opening up various system interfaces, improving its ability to interface with external online platforms, and changing the relatively closed and complex interface of the original system, all of which have plagued the online customer experience.

For O2O diversion capabilities, Zhang Jun gives precise numerical values. At present, 6% of the total passenger flows are imported from online sources. The reason why statistics of passenger flow can be clearly counted is because Xiao Nan Guo requested that if customers pass the public comments Packages and vouchers need to be booked in advance with the restaurant. As a result, a convenient statistical information for customers, the second is to prevent customers during the purchase of temporary Internet shopping, resulting in online and offline interference.

Benefited from O2O marketing, small southern country restaurant idle period of sales began to rise. In the past, high-end dinner time is very obvious, driven by the business dinner, business gradually go up Monday to Thursday. By the weekend plus personal, family consumption, sales will increase by one order of magnitude. Therefore, the consumption status of the restaurant within a week will show a clear peak-valley status, resulting in the same reception capacity, sometimes inadequate, and sometimes over-represented, which will bring difficulties to the whole management. However, some O2O online pre-sale management can change the preference of customers to the demand of the period to a certain extent.

Small Nanguo realized that in the past, advertising on food and drink did not do much because it cost a lot of money to popularize the net. It was not possible to find the target customers, and to make them willing to try. And like the public comment on this O2O platform, is undoubtedly the small Southern targeted to find the target customer artifact.

In the view of Zhang Jun, the beginning may be worried about the public comment App is young people to play, young people have no money in the pocket affordable? But now it seems that such a worry is completely unnecessary, and now online marketing costs are rapidly declining, and the target customer base has become increasingly large, regardless of the current consumer level, most people are using the mobile Internet, there are Find the favorite restaurant needs.

How to spare time, busy time is not busy

Prior to joining SCN, Zhang Jun had worked in Hotel Express. 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 the amount of advance, a bit similar to the airline, booking the sooner the price the more favorable, the larger the team the more concessions.

For the hotel, if 500 rooms are sold only 300, the other 200 is idle resources, restaurants are the same, through online channels and appropriate discounts to attract customers, is a very effective marketing. However, regardless of the cost of the discount method is very dangerous, because it comes with the quality discount, word of mouth decline, the impact on brand image. At present, small southern countries in the public comments never sell low discounts, the basic control to 10% of the cash coupons to attract customers, such as when the peak season will introduce some packages, looks a little lower discount, but according to background calculation, private room Per capita consumption is about 200 yuan, the package will involve 230-250 yuan this gap, the effect will be better achieved.

In fact, O2O platform can also improve the customer's meal habits. In fact, until now, domestic consumers are still accustomed to ordering after the store, which is no problem for the water-based fast food, but for high-end Chinese dinner lethality is very large.

Zhang Jun frankly, Chinese dinner is not only related to whether there is a seat, but also related to the preparation of raw ingredients, such a restaurant menu is only 100 dishes are less, basically have to more than 200, leading to stocking pressure. If the customer can book in advance, the pressure on the restaurant will be much smaller. In fact, in the United States, Japan and other places to eat dinner, if customers do not book, to shop basically have to wait more than two hours, but domestic customers have not such patience. Therefore, this good spending habits, you also need to rely on restaurants and O2O platform to promote.

For data sharing, different food and beverage companies hold different attitudes, but Xiaonan has a very open mindset and can cooperate as long as there are no legal restrictions or moral barriers.

Zhang Jun revealed that small Nanguo and the bank just built together Wifi outlets, because a store's WiFi distribution costs are not low, but also to maintain the future, for many stores in the company is a small expenditure. The reason why banks fancy small Southern countries because of their very high quality customer resources, which can be seen from the credit card bill. In peacetime, in order to develop credit card customers, a large-scale activities often cost hundreds of millions of dollars.

For the cooperation with the bank, Xiaonan Guo would like to know which bank card the customer swiped when swiping a card, which can be seen at the receiving end of a bank POS machine. With this information, Xiaonan can be targeted and cooperate with a bank promotion. However, in some particularly sensitive data, Xiaonan will have some reservations about sharing, such as what the guests are spending, what they are accustomed to, what is the average consumer, what is the payment behavior, and in what circumstances Booking, etc., which involves the company's trade secrets.

The reason for the enthusiastic push Wifi site construction is that Xiaonan found it easier and more natural to market and recommend products online. In the past rely on offline attendant introduction, not only requires a lot of time training (high liquidity led waiter interest in this), and customer tolerance and acceptance is not high. However, by enabling customers to log in to WiFi on their homepage, they are more than happy to have more time to order and more precise positioning. This online tool solves the previous tricky issue of restaurant marketing.

Through deep cooperation with the O2O platform, in addition to promoting the brand and marketing, but also effectively solve customer service issues. Rough calculation, a year's small passenger traffic in more than 6 million people, as long as there is a small number of people playing 400 seats on the phone, the entire response costs will be very high. Late 400 seats but also distribution of complaints to verify, feedback, this process is also very complicated. But now through the public comment platform, a lot easier. If there is a complaint, who complaints, who is responsible for picking up orders, the final report, communication costs through this platform to solve and become very cheap.