To the Internet, do micro halogen before I do second-hand housing transactions

I am from Chengdu, is a stewed shop owner, named Micro-halogen. In fact, I do not know what is called O2O, I am ignorant of the Internet, do micro-halogen before I do second-hand housing transactions.

Now the micro-halogen has been officially operating for 3 months, a lot of experience, now catering O2O very fashionable, I would like to from a layman's point of view of my mind o2o, Internet thinking, micro-business.

The little woman is not good enough to swim, please forgive me.

First, set 3 months of business performance

Not really do people don't know that stewed industry has a lot of difficult to chew the bone-halogen crafts and formulations, product selection, Central kitchen construction, QS, such as a set of qualification, store location decoration, and sell stewed to embark on O2O this road, but also to break through the logistics, drainage, production flow three mountains.

Micro-halogen official business starting from October 2014, the main achievements are as follows:

1, two stores daily average turnover of about 5000, customer unit price of about 30 yuan, that is, daily traffic in 170 people. The total performance was about 1 million.

2, Taobao shop into the crown, the cumulative about 15,000 orders, the average customer price of 50 yuan. Total turnover 800,000.

3, Baidu Direct number store official operation about 1 months, 50,000 performance.

4, other sales channels, team, delivery, such as the cumulative 200,000 or so.

I am still very satisfied with this performance, but we are still in the stage of losing money, the reason is early investment (central kitchen, store decoration transfer fee, Taobao flow purchase, promotional activities), and we halogen technology is very complex and willing to materials, so the gross margin only 20–30%.

Two, encountered 4 difficult bones

I first said to do the micro-halogen process in the past, is really a step by step alarming, fortunately persisted.

1, taste stereotypes repeated test

Taste stereotypes are a big problem. Halogen is oil halogen, more complex than brine, and high cost (oil expensive), need pickled brine, wash brine, fine halogen, oil halide, mixing brine 5 kinds of craft, altogether 20 processes. From 2011 to the micro-halogen trial, I ate the Chengdu streets and alleys of the stewed, at least halogen 1000 duck head, 100 pot of brine, adjusted no less than 200 kinds of spices, all give friends to eat, take them when the mouse.

2, the logistics of air leakage, expansion of the bag problem

The electrical business part we go is the vacuum packing, the initial expansion bag rate has almost reached 1%, this cannot accept. Expansion bag mainly and vacuum packaging material thickness, sterilization process, vacuum machine selection, I did a lot of experiments, the middle also scrapped tens of thousands of aluminum film bag (thickness is not enough), and finally control to 0.5%. Now in winter, we have to take a bigger test in summer.

3, Taobao competition water is very deep

The sky Cat to the Food category threshold is very high, we temporarily into the C shop. The result is that the flow is not good quality, conversion rate is not high, customer unit price does not rise. The most skull pain is, even cry to buy direct flow of traffic, the budget is not used up, click enough.

One recruit is more effective, with the duck neck to do promotions. Duck Neck in the nationwide acceptance of the highest, Taobao search frequency is also the highest, to pull orders, promote transformation effect is very obvious, as for two times to buy, see is the micro-brine of the internal strength.

4, QS Certification is not good to take

A bitter tear. Micro-Halogen just started, sales simply do not reach the threshold of the factory, the early only to sell the form of the change in the pattern of the electric quotient, calculated to play the ball, several times to do nightmares are the QS certification. Although we have food sales license qualification, but QS is always hanging on the head of the sword. Fortunately, this problem has been preliminarily solved.

Third, my 4 points stewed O2O experience

Micro-halogen Go is big electric quotient + small O2O mode, the former is Taobao, including the days after the cat, Jingdong, shop 1th, and so on, the latter is group buying, direct number, micro-letter, etc. on the shop from the mention and Express. I hope that the micro-halogen development path is, in Chengdu, opened 10 or so shops, relying on small O2O to cover the 3-5 km range of community around a single shop, the entire Chengdu completely vinyl.

1, direct number + micro-letter, make a combination of use

Micro-Halogen O2O ideas have two core: one is not to join the fun, not today micro-letter fire to do micro-letter, tomorrow through the fire to do direct number, and the second is to let customers find us, rather than we find customers.

The advantage of micro-letter is communication, we regard the micro-public number as a communication tool to do the user's favor. The advantage of the direct number is that it is currently the most accurate and efficient link services and consumers of the pipeline, than the two-dimensional code too much, two-dimensional code can not remember. We use the direct number to pull new, promote the order transformation.

Many businesses have done one thing: sweep the two-dimensional code, pay attention to the micro-letter public number, send XX, or lottery. This is called "pull powder". But is this "pull" fans active and valuable? Our micro-letter fans are really interested in our customers actively swept over, only so TA have to communicate with you the desire to listen to the habit of listening to you push messages, to share, spread the motives, otherwise just a quiet zombie powder. So when we examine the operating indicators of micro-letters, the most indifferent is the number of fans.

And the direct number is different. The "password" between the direct number and the user is "@ Micro-halogen", which is even more convenient than typing the URL. But the direct number is newer, there should be a relatively long user education process. The way we solve this problem is to carry out the unique promotional activities directed at the direct number, the purpose is very simple, that is, to train users to go through the complete shopping flow, followed by the formation of two consumption. Therefore, in the evaluation index, we also mainly investigate the direct number of two times to buy conversion rate.

Let me give you an example to illustrate my thinking: the two-person feather-spring combination will certainly be able to achieve success in the entertainment industry, but certainly not the combination of so successful. Similarly, the world also does not have the perfect sale tool, each product has played its biggest superiority to be possible.

2. Use suicide promotion on the edge

Just mentioned that we did an event, January 7, we have in the micro-halogen direct number prepared 3,000 gifts, main course is a pair of lovers duck head, the price is one yuan, and the package mail. This activity in the case of almost no promotion, the first day of the event, the number of orders broke through 1000, completely from the user's word of mouth. This data may not scare Daniel, but I was really shocked. and close to 20% of customers not only received a dollar gift package, but also generated other consumption, this unexpected situation, so that our suicide promotion finally appear less loss.

3,000 packages are not available for more than three days. On the third day of activity, we found that two purchases were very gratifying, the effect exceeded expectations, so we continue to be 30 minus 5 of the activity, which does not exclude many users in the obligation to do the flavor propaganda for us. I am talking to the sister, whether the whole plate.

In addition, there is a need to supplement the data. Direct number of traffic and the formation of the proportion of orders more than 40%, the reason should be Baidu traffic control in a very narrow chain, the flow is not wasted, this I will talk about the following.

3, O2O core is Word-of-mouth, let customers find us

The literal meaning of O2O is that I don't understand Satan, but I have a special understanding: two O letters are actually two mouths, O2O essence is word of mouth.

Or take 1 yuan to mail the activities of the example bar (sorry, operation time is not long, not too many activities). In the courier to the user, we actually put a dollar refund, that is, our whole activity is free of charge. In addition to the duck head, we also presented a doll, in the entire packaging and unpacking details, also did a lot of design. Plus our choice of express very to force, activities the first day of more than 1000 orders, the same day issued 80%, many customers in the next morning has been delivered. In the short term let them see the kind, believe our whole activity, this also prompted the later sales of further increase.

What is the purpose of doing so much, in a nutshell, is a sentence: we have to let the experience exceed expectations. This is the basis for attracting retention and two conversions.

1-dollar package of activities There are also some surprises, the user will give us the doll to take photos, with lines, put on the microblog above. This emotional resonance is what businesses want to see, but also the most difficult to get.

4, the potential will have a burst

At first I mentioned that our current business performance, of course, did not look so smooth.

Micro-halogen entity shop and Taobao shop are together to start the preparation of the first monthly revenue in Sichuan to say "dilute", very bleak, two stores add up to 300,000 less, the customer unit price is also low, most people just out of the psychological test. One of the main reasons is that the food competition in Chengdu is very pressure, micro-halogen is brand new, the market has not recognized.

Micro-Halogen Direct number on the line, due to our promotional activities, the direct number itself generated more than 50,000 of the revenue, this number is not large. But it was on the January 7 day, the physical store traffic also has a certain degree of increase.

We have analyzed in depth the potential that the direct number does not fully explode:

1, micro-halogen directly on the line soon, many people still do not know, this situation will be with the micro-halogen direct user habits of the establishment and gradually reduce, into a micro-halogen direct number of the real flow;

2, many users still have "inside things ask Baidu" habit, hear a strange brand, Baidu check is very natural. And Baidu can not directly search out Taobao store, but the direct number due to Baidu's attention, position is very close to the front, customers can directly form the purchase;

Accidentally wrote so much, it is really entrepreneurial hard hundred war, you pat. Micro-Halogen is also small, welcome to pay attention to her growth, a lot of advice.