O2O and entrepreneurial classics in the eyes of catering bosses: finding opportunities outside the Internet

Whether it is the "online sales barbecue years to earn millions: with micro-letter to send meal play turn O2O" or "carving ye brisket is so do the valuation 400 million", I think, their cases are not universal and replication, rich second generation in Taobao sell barbecue, retired aunt with micro-letter to send fast food, carving ye brisket spend 5 million buy secret recipe-- Do you understand anything? These entrepreneurial stories can only be stories, and entrepreneurship itself does not have much to do with it until I see this little circle of friends:

have been in the Internet company to do it workers, later, the entrepreneurial friends found that their own business 2 years accumulated down the point of money is not as good as others to open a shop for one months of profit, so, we invariably born in the 35-year-old after the idea of opening a restaurant-if not into the senior, internet people can only dry to 35~40岁, Over the ages of overtime and Internet updates the speed of the iteration is doomed here is the fertile soil for young people to struggle, and the aging of us, we need to gradually let energy return to the family.

To get back to the middle-aged IT workers, but also for their own survival, the author chose a double stop on the Internet, came to the internet outside the street side streets, looking for the folk left behind the "entrepreneurial cheats."

Case 1:MR copy hand, simple to reproduce

Why, every entrepreneur must have a special experience. Mr 25~35 's boss is a young couple, employing 2 employees and earning a yearly income between the two. The boy studied English at Beijing Polytechnic University and was forced to leave school without getting up to graduation. Later opened the store, the income far beyond the graduating students, in addition he also harvested in a certain application market work girlfriend; Before the acquisition of Baidu 91, the girl just quit and ready to concentrate on operating the store (from this point of view, Baidu did buy a loss ~ Fellow employees are not optimistic about the industry.

Mr Li's water bridge is probably one of the most populous areas in China. From Metro line Line 5 down, to bypass a piece of grass and a fierce look up, in a residential building, two floors to find it. Logically speaking, this position is too unpopular, far less than the subway station under the hot, and the fact is so, from the shop around 10 open one until 18 o'clock in the evening, the guests are indeed not many, and to the 19 point after a variety of North drift small white-collar workers dragged the tired body back home, the store business suddenly good up, Even have the situation of waiting for guests, and the next to the Laver is also hot rice, dumplings, rice, such as the shop business is generally.

"The target crowd of the store is the young white-collar workers," the analyst said. After a busy day at work and a crowded subway, they basically have no time to concentrate on cooking. At this time, the choice of the same cheap snacks has become the best choice.

To get these white-collar workers, you don't really need too many fancy ideas:

First, fast. Now is the fast-food era, McDonald's, KFC is so hot, because they are fast. Although modern people know that they are junk food, but modern people do not have time, so fast food became the first choice. The main meals offered by Mr are hand-copied, grilled string, such as the original Sichuan, a bit similar to the northern dumplings, the southern chaos of food, the speed is actually very fast; prepare a day's food in the morning and freeze it in the fridge, and wait for the guests to pack and cook.

Boss share, next to the Laver is also very hot, the reason is fast. And the more typical Chinese fast food is Sha County snacks, but we have been eating for many years, eat tired, now turn to other stores popular, such as rice, copy hands and so on.

Second, clean, quality. No matter how big the restaurant is, when you eat a dirty thing, you have a psychological shadow, and when everyone is rumored that the mutton string is the rat meat boil sheep oil produced, you have lost interest in the kebab.

Mr Hand-copying shops are only about 15 square meters, but clean and tidy, and the boss vowed to ensure that their own home to copy hands and kebabs, the choice of ingredients are their own go to the market to buy, are absolutely true mutton; but to let him produce proof, he also can not have any proof to come. Later, the boss can only say that business has principles, not against their conscience. Between the conscience and the economic interests, the author chooses to believe the boss's conscience.

Third, professional. Not just open a hand shop can be a source of continuous, but indeed everyone can open. After he dropped out of the north, Mr Man's master in the vicinity of the school they often go to the shop to work with the boss, and paid thousands of dollars of tuition fees, all the raw materials, formulations and business practices learned enough, and then came to the bridge opened the shop.

O20 in the eyes of the boss: public comment + micro-letter Group

Mr Copy never worries about the source of his customers. In the face of stream guests, the boss will sometimes ask how to find the store, their reply is very simple, down the Water Bridge subway open public comments A search, 500 meters in the more popular snack bar has Mr Copy, we come to feel delicious, will often come, and will bring friends.

Female boss said, roughly estimated that 80% of the new guests are from the public comments, while the old customers from the store's reputation. But she is also interested in micro-letters. In the application market for 2 years, the value of the channel to understand very deeply, in her view micro-letter is also a channel to harvest more users.

Photo: Mr. 80% new customers from the public comment

Next, she will build Mr Copy's micro-group, and "find people nearby" in the way to seek more customers. The author asks, you understand O2O is what kind of? The female boss is puzzled to say, O2O is the mobile internet age, the initiative seeks the customer, the retention customer's one kind of operation way it ~ waits for the customer to come to the door after all not very relieved.

Finally, the boss shares some business tips that are worth learning:

80% of new guests are from the public comments, and 20% from the introduction of friends, Word-of-mouth and other;

To encourage packaging and takeout, the follow-up is likely to launch a package to send fruit, and professional delivery of the company to sell out cooperation;

Shop do not install TV, you can put some music, because after the TV, 5 minutes of the original meal time is likely to become 15 minutes.

Case 2: Indian Lane Pavilion, from the store to the chain store

The development goal of Mr Hand-copying is to open more branches in Beijing, like the Indian Lane Pavilion. In the view of female bosses, a small store is mature, to expand profits, is to replicate the existing model, open more stores. The experience of the Indian Alley is also quite legendary, the earliest is also from similar to Mr Copy such a small shop step by step, from a few people to dozens of people to now hundreds of people, now Beijing has seven stores, the end of the year will reach 10, the branch profit in millions.

The Beijing is a very strong restaurant, green brick green tile, the door also hung 2 red lanterns. Came here as if not to eat, but accidentally turned into the old Beijing alley alleys ... Sitting on a wooden table wooden chair, and chatting with friends, if not to talk about what national affairs and maintenance of the universe and other topics, it seems to be unable to do this atmosphere.

Back to the business, the author is not to brag, but to learn how to open a restaurant. When asked how to run the street shop as a chain restaurant, the chairman of the Indian Lane Pavilion first frowned, and after a long thought, said:

"This is really no way to share ah." A special store how to operate can share, but from the characteristics of the store into a chain of catering, can only go to concrete practice. ”

In the chat with the boss, he also shared some good ideas:

1, chain stores are developed from the store, and the most important thing is to have characteristics, chain stores is to replicate this feature;

2, the advantages of chain stores relative to the store is: the standardization of management processes, a set of cost control, marketing methods, management model to refer to;

3, chain stores need to build and upgrade their own brands, a more common practice is the star effect. For example, Guo, Man Hong and Ying are all customers in the store, and Xiaolu and Jiane have been there recently.

In the boss's view, large catering group investment "big shop" can slowly run, accumulate experience, accumulate repeat customers, and chain stores are different, because to continue to expand, so it must be in 2 years to recover costs, so the application of Internet technology became just needed, such as O2O.

O2O in the eyes of the boss: Group buy + Electronic Membership card

If you say Mr O2o is the boss of the eye is through the micro-letter initiative to find out, looking for customers, then the Indian alley owners think O2O is through a variety of channels to obtain user information and feedback. "After eating online, customers return to the line to evaluate the restaurant," he said. "The boss said, will be based on the user in the public comments on the store's praise, difference assessment, as a measure of staff performance as part of the work."

In the channel, the boss also maintained an open attitude, "I am a very pursuit of fashion people", his business before the cooperation of glutinous rice, such as many group buy sites, but now only with the public comment on cooperation. In a sense, group purchase and membership card is actually related to his concern, "user feedback", but there are differences:

1, user CRM. Whether it is a group purchase, or an electronic membership card, you can accumulate user data. But the quality of this user data is significantly different, group buying attracts most of the one-time users (be attracted by the price), while the membership card is attracted to the long-term users (to be able to discount long-term discount, see "Public comments 265 days card 10 million" This news will know the membership card how popular with users); Buy only the user name, telephone and other single data, and membership card is fuller, basically include all the members of the personal information (such as name, sex, birthday, age, active degree) and member consumption information (consumption amount, consumption frequency, consumption preferences, consumer feedback).

The big Boss opened the computer to the author to share the membership age, sex ratio and member constellation distribution data map:

Figure: Age distribution is dominated by 20~30岁, occupying 70% of the share

Figure: Membership sex ratio, and membership constellation distribution

2, marketing platform. Group buying itself is a kind of catering marketing platform, this is needless to say, and enterprises in the recruitment site advertising is the same truth, and membership card is an "interactive" marketing platform. The so-called "interaction", for a simple example, restaurants in the acquisition of user information to subdivide, can be launched for different groups of food and discount activities, and this activity according to changes in membership information adjustment ...

See here, may be able to guess why the electronic membership card so Big Boss favor, of course, the restaurant has also been affordable. According to the boss, the public comments on the electronic membership card in the 7-month time for the printing Alley 7 stores to bring more than 5.6 million sales, and the Indian Alley Small Hall annual sales of more than 40 million, the public comment on the electronic membership card has exceeded its annual sales of 20%.

Nani, micro-trust micro-lifestyle membership card?

I am sorry, basically with Mr Copy and the Indian Alley owner of the contact, there is no impression of it, the former is to build the micro-letter group, the latter and the public comment on the electronic membership card is in the honeymoon period. I also discuss with peers, why in the O2O explore the road, micro-letter membership card does not, the conclusion is as follows:

Different status, regardless of group buying or electronic membership card, O2O are their core business, and micro-life Membership card is a micro-letter three page under the public account;

Ground troops are important, O2O is a professional and physical life ...

We have to admit, do business is the need for genes, like Tencent to do products, Sina do the media, Baidu do search ... Micro-letter is just micro-letter, O2O This kind of thing, or let more professional companies to do it.

Uncle Miao in his 5.0 full experience: The eve of the O2O revolution? "So to talk about O2O: we can buy, electric and other forms of representative O2O called" Far O2o ", that is, such o2o generally far away from the consumer scene, the need for consumers to rely solely on text and pictures to decide whether to purchase a single; and Street View represents "Near O2O" or "real O2O", in the vicinity of the consumer scene, you can view the various types of consumer introduction and concessions, the decision can be immediately after consumption.

Miao's summary is actually very comprehensive, in the current contact with the 2 restaurant owners, shop owner (Mr Copy) more concerned about "near O2O" or "real O2O", and customer communication, interaction needs have exceeded the demand for display, and chain owner (Lane Small Hall) is "far O2o" and "near O2O" go hand in hand. Add a point: The owner of the Indian Lane Small pavilion in addition to his own business, he is also a personal comment on the mobile end of the "heavy users", when a business trip to dinner, the time to stay in the hands.

Conclusion: Finding entrepreneurial opportunities outside the Internet

I visited a small two restaurants (follow-up will continue to visit, restaurant owners please contact us public number Weibanbao ha), the biggest feeling is that the internet has become the Red Sea of entrepreneurship, if the Internet as a tool to pay attention to other industrial-related entrepreneurial opportunities, may be a better choice:

1. The fertile ground for entrepreneurship is not just the Internet. There are also many opportunities outside the Internet, such as catering. It may be a good idea to open a small restaurant with special characteristics, but even if you do it.

2, O2O is our best helper, such as to bring new customers, maintain the old customer; but really to run a restaurant, do not superstition a channel, may wish to put eggs in a number of baskets;

3, the domestic company's O2O exploration has never stopped, the public comments the highest voice at present, but the question is, how to look from the Indian alley, the river border outside the grilled fish chain transfer to inject Mr Hand this street side shop. This is like the early Alibaba again how to do business business-to-business also become not, the final achievement of Ali is Taobao, is tens of thousands of small micro-enterprises long tail. Appropriate changes will encourage the public to comment on becoming a giant in the O2o field.

4, in the work and entrepreneurship, the latter time freer, the income will be higher, but because it belongs to their own cause, the energy consumption will be more. In addition, entrepreneurship is very hard, if you are a north drift, if you are going to open a copy shop in Beijing or back home, we must first investigate the market, choose the right store, the most important thing is to own the craft, or please the people who can craft.