Zi Yan (left) communicates with the merchant to understand the operation of takeaway.
Zhujiang New City is one of the most developed places in the country's headquarters economy and a place where many people strive to pursue their dreams. Xing Ziyan, a 23-year-old girl from Zhanjiang , came here two years ago to start her first job - a takeaway operator. She travels through major shopping malls every day, whether it is street shops or high-end restaurants. "Zhujiang New City is a very dreamy place." In the past two years, she has witnessed the ups and downs of the catering industry under the epidemic, and some people have withdrawn and more people have joined. She is in the same joys and sorrows as the industry, and she also feels the strong vitality of the heart of this urban economy.
text/Guangzhou Daily All-Media Reporter He Yingsi Intern Reporter Wang Yu
Photo/Respondent provided
with a ponytail, wearing an T-shirt , jeans, and sunscreen sleeves on his arms. Zi Yan, who appeared in front of the reporter, was similar to a young man who went to Zhujiang New City to "shop" but in fact, she came to work.
is different from the white-collar workers who work every day. Zi Yan’s daily job is to “shop” in Zhujiang New City. But this "street" is not easy to visit. Zi Yan manages a total of about 200 catering stores in Zhujiang New City. She goes to different stores every day to help merchants launch takeout, operate, and perform data analysis... After a day, she has a lot of work.
"This place used to make steak and hot pot, but now it's time to change to a new store. This one makes Vietnamese cuisine, and there is also a store in Sun New World..." Zi Yan now knows the restaurant in Zhujiang New City, but when she first entered the industry, she knew nothing about catering operations, let alone dealing with takeaways. "When I first entered the industry, I focused on signing new customers. It was difficult to connect with my boss at that time. Even if I saw him, it was difficult to impress my boss to go online for takeout." Zi Yan recalled, "I only signed two new orders in the first month, and one of them was because my colleague was busy that day and didn't have time to go, so I asked me to sign them."
Later, at the advice of the supervisor, she adjusted her work focus to the operation and promotion of old customers who had already settled in. By chatting with the bosses, she accumulated catering customers' situations. When she encountered problems that she could not solve, she asked her colleagues for advice, or checked the information and studied by herself, and took training courses. Gradually, Zi Yan accumulated a certain reputation in the industry, and old customers began to introduce new customers to her.
"New signing merchants are only the first step to go online, and the subsequent operation is the bigger problem." Zi Yan said that as takeaway operators, they have to keep paying attention to the restaurant's takeaway production situation. "There are one or two hundred takeaways I ordered, and they are basically the merchants they are responsible for. When they encounter merchants with low order conversion rates, they will also help them build takeaway menus, and even 'start from scratch', starting from the online store's 'decoration', posters, etc.."
is not afraid of cold reception and gaining friendship
"Hello, are the boss here?" A new store is being renovated in Huinan District, Huacheng. Zi Yan stepped forward and pushed the door and asked the boss if he was there, but just like the results of the previous few times, she did not meet the boss. "The biggest difference between Zhujiang New City and other places is that it is almost impossible for you to meet the boss in the restaurant." Zi Yan said that the probability of the boss being there is greater when the store is renovating, but it is not always so "lucky". But even "squatting" the boss in the store does not mean success. "CBD's catering owners are different from small shop owners. They can't just be home-friendly. They need to use their professional operation knowledge to convince them and tell them that takeout is helpful to them."
This is not an easy task.
In the first half of this year, a merchant selling eel rice opened on K11. Zi Yan visited her many times, hoping to contact the boss to communicate about the online takeaway, but she was repeatedly "turned away" - she went to the store five or six times, but she did not see the boss, and was also rejected when she communicated with the store manager. Later, she asked the boss's phone number through other methods. On the phone, she heard the boss say "I don't understand the Guangzhou takeout model". Zi Yan knew "there is a chance", so she followed the trend and talked about the Guangzhou model. She finally successfully made an appointment with the boss.
In order to meet for the first time, Zi Yan made full preparations and made a complete analysis plan to analyze the store's advantages, competitors' situation, and customer base in Zhujiang New City. Sufficient preparation and professional analysis finally impressed the boss. Later, after many detailed communications, the restaurant finally launched takeaway.
professionally allows Zi Yan to gain not only customers, but also friendship. During the epidemic prevention and control period, the takeaway platform launched the "high commission cashback" measure, and issued commissions to some eligible merchants, and merchants can use the cashback commissions for promotion. Upon hearing this news, Zi Yan immediately informed the merchants that met the requirements, including a restaurant that mainly sells mid-to-high-end pizza. In combination with the cashback policy, Zi Yan helped the restaurant to carry out promotion activities. Due to the high average customer price, Zi Yan suggested that the restaurant promote new customers, especially customers in nearby residential areas, which has a very good effect. The restaurant hopes to increase orders for lunch, and Zi Yan also suggests that the restaurant launch categories such as fried rice and fried chicken that are suitable for lunch. The restaurant’s takeaway orders doubled compared to before the promotion. "Zi Yan is very professional and has good service." Ms. Tan, the restaurant's food delivery operation manager, said that whenever the order volume drops, Zi Yan will come to communicate, analyze the reasons, and discuss and adjust the promotion strategy. If you encounter problems such as delivery and customer negative reviews during the operation, you will follow up and solve them immediately.
After "fighting side by side" many times, Zi Yan and Ms. Tan established a "revolutionary friendship". "We will make an appointment to have afternoon tea on weekends and go to a certain store. Because we are about the same age and are all girls, we are like friends." Zi Yan said that among the merchants she cooperated with, she also established a "very iron" relationship with the bosses of several of them.
What should takeaway operators do?
helps merchants to launch takeout, promote and operate, analyze takeout data, and assists merchants in improving their operating conditions.
Employment Thoughts
Take takeaway makes merchants understand consumers better
Having been in Zhujiang New City for two years. Zi Yan is familiar with every corner of this CBD and can accurately describe the launch time of each restaurant and even the "ex-in-law" of each shop. "Take-out can not only bring income to merchants, but also their channels for understanding consumers." Zi Yan feels that more and more merchants are beginning to pay attention to takeaway platforms, and categories such as hot pot, barbecue, and Japanese food that pay more attention to offline scenarios are gradually participating in takeaway. Some ice cream stores have even launched takeaway. It turns out that merchants found that many customers specifically asked to buy errands at the store, so they simply launched takeaway and ensure production with more professional delivery.
"Not only in the catering industry, people are now relying more and more on 'takeout' for buying vegetables, daily necessities, maternal and child products. I think this is a change in consumption habits, and merchants have also discovered this change." Zi Yan said that from large portions to small portions, from orders to set meals, from fast food simple meals to Chinese dishes... In the takeaway data, merchants can see subtle changes in consumption preferences, thereby improving their own operations.
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