Mobile marketing will be the last straw in South Beauty

The first time to see Wang, or 5 years ago on the cover of a weekly magazine. (Sweep the last two-dimensional code to see the "celebrities in My Eyes" series all articles)

At the time, 26-Year-old Wang, French business school and the Canadian MBA returned, dressed in exquisite, smooth skin, stiff suit, shirt button loosened above the three, hand in the pocket, with a bad smile on his face. The background behind him is the splendid "orchid clubhouse" invested 100 million yuan in the southeast corner of Tiananmen Square.

This photo gives me a special impression, to tell the truth, Wang in the interview in the "Beijing needs the internationalization of high-end places," The theory, from beginning to end did not understand, since the Chinese eat, why to internationalize? Since it is international, why do you want to make a restaurant?

Passage of time, 5 years ago, for the super high-end crowd of Orchid Club has sold to others, Qiao Jiangnan's Road to the listing has also been dashed. The newspaper said the "ban on luxury" effect, the high-end restaurant now the decline in revenue, competition intensified, development stalled, and even to transform the sale of lunch box.

At least as far as South Beauty is concerned, it is obviously unfair to push the issue to the "ban on extravagance". "Sushi God" in Shanghai Open Shop per capita consumption of 200 dollars is there, who said that high-end no one to eat? Strange Wang is also wrong, the 30-somethings rich, most people are the same as this.

However, in a matter, Qiao Jiangnan walked to today is a certain responsibility. This responsibility, not to say how he likes to play, nor how he offends, mainly refers to: as a Shaodonggu, a 3 million fans of micro-Broad V, a long day mobile phone does not leave the returnees, in the real internet thinking, how to use a good Internet tool This is a vital event, Did not help mother Zhanglan make the most correct decision. Perhaps some people do not like to hear, but it is true?

The traditional catering industry, including the three major sticking points of Jiangnan, is rooted in the traditional service industry now often said that the three major pain point: access to new customers, improve conversion rate, retention of old customers. These must rely on the powerful media to reach, and the Internet is today the most powerful media, do not do the Internet, especially do not do mobile Internet, is to wait to die, so that is not too much.

In fact, Qiao Jiangnan also tried to occasion the Internet, on the one hand to join group buying Army, on the other hand opened http://www.aliyun.com/zixun/aggregation/33652.html "> micro-Letter Service number, all kinds of thump." But the ideal is very plump, the reality is very bone feeling. Recently saw a group of numbers: South Beauty 80% users are not target customer base, micro-signal no characteristics, service thin, and many competing products. The line attracted less than 10% passenger flow, most of the flow from the offline channel. Annual Group purchase revenue of 70 million yuan, less than 4% of total revenue.

South Beauty has a strong word-of-mouth resources, sales chain, why the use of Internet tools still do so bad? In fact, as long as Wang willing to come to the shop to walk, and guests to chat, it is easy to find this fake mode to embrace the Internet problem.

Take group buying, this is already in recent years catering enterprises to promote new shops, new dishes, the main way, however, customers are mostly in the vicinity of the exaggeration street to eat time, by leaflets or billboards to attract the choice of dining venues, and then turn to see if there is no group buying for consumption. Group buying industry about 60% of the regiment is to shop after the group, failed to pull the role of new customers, at the same time the positive price order has become a discount order, affecting the proceeds.

Take a look at micro-letter, citing the "2014 Chinese Restaurant industry micro-letter operation of the current situation of in-depth analysis": The survey of the average daily increase in the number of fans more than 20 of the less than 5%, single forwarding more than 100 of the only 6%, reading volume concentrated in less than 100. More than half of businesses say they are not happy with the results. The restaurants surveyed averaged more than 20 fewer than 5%, and more than 38.3% of the catering businesses were below 5 per week by the number of micro-letters consumed.

All the ways of the past, although seemingly cool, have not been able to solve the problems of business owners. Today, Baidu World just released the "direct number", perhaps it is worth the attention of South Beauty. Perhaps this is the right posture for traditional merchants like South beauty to embrace mobile internet.

According to Baidu, Baidu provides mobile search, maps, personalized recommendations, @ account and many other channels to direct business services, as well as the opening of the service demand portal, traffic and data to traditional merchants, the purpose is to allow users to experience more convenient and faster. It is not as excessive pursuit of cheap as group buying, nor is it like a micro-letter hidden tucked in, professional people do professional things, from La Nieu, transformation to the retention, not only user-friendly, merchants are also convenient, everywhere embodies the mobile Internet simple and fast. Unlike micro-letters, write a public number to open the computer, twist bar.

For example, the brain to fill the picture: If Qiao Jiangnan opened the direct number, want to eat customers simply in the mobile phone Baidu input "@ Qiao Jiangnan" Can direct service page, direct booking, no longer long queues, direct orders, do not wait for the service industry slow to get the menu.

If you just want to eat Sichuan cuisine, fuzzy search this keyword, Baidu will be based on a number of dimensions, such as beauty service quality of Jiangnan, Word-of-mouth, to recommend to users, invisible, the south beauty of the growing number of customers. Even more magical, even if you do not want to eat anything, but near noon also should be hungry, you stroll around the Jiangnan store, and through the past search records, Baidu know you are Sichuan cuisine enthusiasts, so, mobile phone Baidu "discovery" will appear in the most recent beauty Jiangnan stores. In other words, whether it is Qiao Jiangnan enthusiasts, Sichuan fans or near the cargo, will be Qiao Jiangnan direct number sweep, customers are not a problem.

And for the South beauty of the store, through the powerful CRM system can also solve all the customer management work, whether it is real-time communication with customers, review reviews, or through the large data analysis Baidu to obtain accurate portrait of customers, providing personalized services. For example, know a customer's birthday at the end of the month, timely push to send family dinner packages. As a result, more repeat customers.

In short, touch on the mobile internet pulse, the money spent in the place, this should be Qiao Jiangnan and Wang now the most urgent problem to solve.

"The children of the poor are the Masters" too absolute, the children of the rich are the same. Today, the best way to do this is to give the family traditional industries the wings of the internet! Be steady in your steps, be correct in posture, be patient, and have courage.