The importance of offline and online passenger flow

In the catering industry in the O2O process, a few years ago, the Thousand-Regiment war on the merchant's universal education has been inseparable from , in the book, ordering and selling a variety of ways to cut into the line, the merchant's understanding of online tools may not be the Internet practitioners to think of far-reaching, They are concerned about where the money is spent, can I make more money?

Recently, Tencent Technology interviewed, including the Jiang border town outside Coo Li, Hot Addiction chairman Wang Yong, and other catering businesses, borrow their case to see the offline business real "net" experience some of the feelings of existence.

Group discounts are generally lower

As an early popularization of the most extensive online marketing means, the attitude of the merchants to buy gradually changed. One is no longer as a normal marketing means, the second is the discount rate is generally lower.

Jiang border town outside Li to Tencent technology, said, "Now we buy the normal is 86 percent, the early big event is seven fold, feel more dozen will destroy our price." Is now a half year to do a group purchase, as advertised. Group buying will match the corresponding activities, will engage in a gimmick point, in fact, is to advertise, such as the opening of new stores or freshmen to enter such a gimmick.

Group discount range of reduction, in the hot addiction reflects more obvious, spicy addiction for the first time to do group buying is very strong, direct minus 40%. Wang Yong's feeling about first-time group buying was, "at that time also do not understand why discount to do so Big", and in the passenger flow Rose, "from 40%, with less than six months of time to reduce to 30%, and spent a period of time, reduced to 20%, gradually in the reduction.

The use of the effect of group buying, the old users and new users still can not be a good place to separate, consumers to shop after asking whether there is a common group buying has been the behavior, so group buying "pull new" role is also decreasing.

From the point of view of the merchant, the more mature brand, the more limited the pull new role, Jiang border outside also from each store actually to the store guests, statistics of the marketing effect of group buying, basically every 100 coupons, about thirty or forty are to the store after the download. Li to the result, "better than I thought it would be more." Although from the merchant's point of view, but also want to target the old customer and new customer marketing separate, but the current online marketing means basically can't do a little.

Offline traffic is still important.

Although online marketing has become an indispensable means of promotion of many catering businesses, but the line of traffic is still very important to the merchant, the line under the flow of mainly two, one is the location of natural passenger flow, the second is offline marketing, including television, outdoor media ads brought about by traffic.

To the river outside the border, for example, the river is currently in the country a total of 33 stores, the early stores are basically street shops, community stores, and in the beginning, the funds are more abundant, the river outside the border gradually put the new store to the large shopping malls, such as its own crowded position. Through evaluation and analysis, Jiang border outside still think position is the first step of passenger flow, if completely rely on the Internet to obtain passenger flow, this cost may be higher. Li explained that the sheer reliance on the Internet to pull the passenger flow was "too risky" and that the risk would be much lower if the geographical location itself was good.

In the geographical location to bring a fixed flow of people, offline advertising has not been online marketing completely replaced. According to the Jiang border town outside Nanjing and other cities opened new stores case, online promotion, but also chose the subway, such as traditional advertising methods, according to the actual store guests to the shop, this part through the subway hard to bring the passenger flow accounted for nearly 30%.

Online and offline advertising in the business promotion of coexistence, on the one hand, the catering industry online advertising still has a lot of space, according to Iris data, catering industry O2O permeability is only 2.5%; On the other hand, because of the nature of food and beverage, offline advertising can still cover the corresponding range of passenger flow to some extent.

When businessmen face the Internet more and more rational attitude, internet practitioners should think about this practical problem, what can we bring to the business?