Panda Bulu was founded in 2018. It starts with Huizhou, Guangdong. It has entered more than 20 cities in three years and sold a total of 6 million cakes. Last year, its revenue exceeded 800 million, accounting for 16% of its peers' total sales, of which private domain revenue acc

"Jianshi: Private Domain Traffic Think Tank, Enterprise Growth Think Tank"

Panda Buye was founded in 2018. It starts with Huizhou, Guangdong. It has entered more than 20 cities in three years and sold a total of 6 million cakes. Last year, its revenue exceeded 800 million, accounting for 16% of its peers' total sales, of which private domain revenue accounted for 70% of its overall revenue. Now the monthly month-on-month growth is still above 15%-20%, and the performance doubles every 5 months.

From the perspective of the entire industry, the market of China's baking industry is more than 500 billion, and it is growing by more than 10% every year. Youzan 's annual report shows that the annual growth of cakes has exceeded 71% for three consecutive years, and Meituan dessert baking has increased from more than 136% every year.

However, Meituan data shows that from 2017 to 2019, the number of traditional baking stores dropped from 600,000 to 500,000, and 100,000 went bankrupt in two years. Behind this is the more and more businesses actively cater to the consumption habits of young people who like to book cakes with their mobile phones.

But Panda did not leave but found that although the form of online traffic delivery has increased the order volume, it is difficult to form a brand moat in the competition among peers. There is only one real bonus. continues to output high-quality content through terminal distribution and offline promotion, allowing users to spontaneously help brands share fission.

This just verifies what Xu Zhibin, the founder of Jianshi, mentioned in the book "Social Bonus": Social Bonus = Content x Relationship Chain x Interaction

In a deep chat with Panda Operations Director Huang Jianfeng, he mentioned that the photo sharing rate of Panda's birthday party scene exceeds 100%. They are not just delivering goods to their doorsteps, but plan personalized services such as singing and dancing, funny performances, role-playing, violin performances, etc. according to user preferences, creating a lively and festive scene for users. Many onlookers will spontaneously take photos or record short videos to share their circle of friends, and almost every order has an additional order. They will even call out the "Idea Library" plan to help users who do not understand event planning prepare a birthday party.

online gradually accumulates 3 million private domain users through public domains such as Meituan, Xiaohongshu , of which 70% of them repurchase users, and users repurchase on average 3.7 times a year. The operation strategy mainly revolves around one-to-one private chat, recommending users to recharge membership cards and renew cards, and constantly enriching user tags in communication, such as the purpose of users purchasing cakes, whether they have children at home, etc. Then, users’ repurchase needs are awakened through personalized push and flash groups. After chatting with

as a whole, the biggest perception is that they have seen the gap in the personalized delivery service in the cake market. Panda does not leave is more like an event planning company, and cake is just one of the key props to create a happy atmosphere for users.

is OK. Please give me some remarks before. Now let’s use the text to return to the deep chat scene to see how Huang Jianfeng shares the private domain strategy of the cake industry. is as follows, Enjoy:

Panda will not leave Operation Director Huang Jianfeng

Jianshi: How about the data of Panda not leaving?

Huang Jianfeng: Panda Bulu was founded in early 2018. It has entered 23 cities, sold a total of 6 million cakes, with annual revenue exceeding 800 million, and the same volume growth rate is the highest.

Currently, the total number of fans of public account exceeds 20 million, with repurchasing users accounting for 70%, with an average annual repurchase of 3.7 times; the private domain users are nearly 3 million (Qiwei users + micro users, which does not overlap with the public account fans), and the private domain revenue accounts for 60%-70% of the overall revenue; the photo sharing rate at birthday parties exceeds 100%. The total number of notes posted by Xiaohongshu users about "Panda Don't Leave" has been published by a total of 130,000.

Jianshi: the sharing rate exceeds 100%?

Huang Jianfeng: Our door-to-door delivery is a personalized service, such as the birthday hat or cake copy written on it "only give to the most important person" to express the inner thoughts of the user.

Under the guidance of content, basically everyone present will take photos of the service highlights and post them to your friends circle, such as sending blessings to your wife for birthdays, and almost every order has an additional order. Because the user's friends may ask where the cake was bought, and follow the official account or actively add the company WeChat for consultation or place an order directly.

Jianshi: What other personalized home delivery services include?

Huang Jianfeng: When first studied cakes, he found that the essence of cakes is the gift attributes. The key is to create a happy atmosphere and a surprise experience for users. The reason is that most Chinese people are more restrained and are not good at expressing their true emotions directly. They need to be conveyed indirectly through media such as gifts, which is exactly what our team is relatively good at. Before

, a colleague of our birthday liked the IP style of Shanghai, so his colleague dressed up as a handsome bodyguard, and there was a champagne beauty on the scene, which made him enjoy the addiction to being a big brother. In fact, it only costs a few dozen yuan to create an unexpected birthday experience and emotional link for this colleague.

For example, dress up our panda as God of Wealth, and a banner attached to the cake roughly means that God of Wealth Jinyan wishes you 100 million yuan a year, and users are very happy.

For example, putting billions of Zimbabwe coins in the cake box. Although it may only cost 10 yuan to exchange it into RMB, it is a good lottery for users and a good material for posting to your friends circle. It may leave unforgettable memories for users. The entire process is usually performed by one person, and if you encounter a relatively special gameplay, there may be some adjustments.

In addition, according to the user's habits, personality and needs, it will also provide service scenarios at the end of delivery such as magic performance, violin performance, singing and dancing.

Now, these copywriting and scenario services have gradually accumulated into "idea library", and there are currently thousands of ideas in the inventory. Some customers even don’t know how to plan a fun birthday party, we will match them with the appropriate copy and gameplay from the “ideas library”.

Jianshi: Who are your target people? What are the different consumption behavior habits?

Huang Jianfeng: users are mainly female white-collar workers in one, two and three cities across the country. Among them, well-off families with children are the absolute main force of consumption, and consumption scenarios include friends’ birthdays, birthday parties, etc.

In terms of consumption behavior habits, we found that 70% of users are not very sensitive to prices, and users make decisions based on the appearance of cakes, service, and food health.

Jianshi: What key data are mainly focused on in daily life?

Huang Jianfeng: mainly depends on user growth, product conversion rate, repurchase frequency, repurchase rate, unit customer price, and user satisfaction. Among them, user satisfaction includes the user praise rate, which can currently achieve 99.7%. A good cake must have the characteristics of good looking, delicious and fun.

Jianshi: How did your official account do it?

Huang Jianfeng: now adds millions of new fans every month. User sources are divided into: First, the proportion of user spontaneous searches accounts for the highest proportion of 30%; second, business card forwarding accounts for 20%; third, brand joint branding, KOL and KOC placement, shopping mall tasting activities are also important sources of fan increase.

In addition, at this stage, our cake mainly engages in brand collaboration. On the one hand, our cake conveys love and happiness, is more fun, and can find a suitable fit with the positioning of many brands; on the other hand, our products are iterated frequently on a monthly basis, such as the yogurt hot pot cake that was previously jointly established with "Adopting a Cow", which is both fun and selling points.

Jianshi: How long did it take to accumulate 3 million private domains, and what are the effective strategies for increasing fans?

Huang Jianfeng: We only started to specialize in private domain users this year. Last year, there were only hundreds of thousands of private domain users. Currently, the average monthly increase is hundreds of thousands of private domain users.

See Real: How many people do more than 3 million private domain users need to operate?

Huang Jianfeng: team of more than a dozen people operates more than 100 WeChat customer service accounts. Basically, they are one-to-one private chats. In order to alleviate the pressure of manual operation, they will also use tools to make quick responses to improve efficiency. They usually prepare more than a dozen basic problems and corresponding solutions, and gradually update and iterate into SOP processes.

Jianshi: What other channels for increasing fans in the public domain?

Huang Jianfeng: First of all, we operate omni-channel, and we will go wherever there are users.For example, Taobao , JD , Xiaohongshu, Ele.me, Meituan, Dianping, etc. Among them, Meituan has the best conversion effect, which is currently the top 1 in the Meituan industry. There are three reasons for the highest conversion of

: First, the differentiation in products and services; Second, as a KA brand that has been operated nationwide, Meituan will have certain traffic support; Third, the relatively high average customer price is also an important factor in Meituan's ranking.

Jianshi: How is offline promotion done?

Huang Jianfeng: We have 4,500 offline underground promotion activities every month, with offline underground promotion reaching more than 1.66 million people per day. It also maintains long-term cooperative relationships with popular business districts such as Wanda , Aoyuan , Kaisa , as well as many restaurant, KTV, hotel and other industries. By providing tasting activities for children's on-site activities, corporate activities, and shopping mall anniversary celebrations, many people will place orders on the spot.

Jianshi: What are the good ways to play offline promotion?

Huang Jianfeng: First, lower the threshold and appropriately reduce the number of users who require users to collect likes, forward friends and communities; second, optimize gifts and optimize prizes into content that users are interested in; third, increase interaction, and use 10-second challenge machines, popcorn machines, marshmallow machines and other novel interactive games.

Jianshi: 70% of users repurchase, with an average of 3.7 repurchase times. What are the different operating strategies behind it?

Huang Jianfeng: For example, with the help of Youzan platform, users can receive a free 3 pounds of four-pin mousse cake after recharge, and contract users' cake needs for one year through recharge. The specific rights of the user who recharges

are:

first, recharge 479 yuan, and receive a 50 yuan coupon, and the user receives a total of 529 yuan;

second, recharge 499 yuan, and receives a 3 pound four-pin mousse cake worth 399 yuan (can be eaten by 9-12 people), 3 100 yuan coupons and 6 50 yuan coupons, and the total rights of 1,498 yuan;

third, recharge 999 yuan, and receives a 3 pound four-pin mousse cake worth 399 yuan, 1 100 yuan coupon and 7 50 yuan coupons, and the total rights of 1,848 yuan.

Among them, the most selected package for users is the 499 yuan package, and the balance of 499 yuan can be purchased two to three times.

Jianshi: Is the user's card renewal rate high?

Huang Jianfeng: The proportion of users renewing cards exceeds 50%. These users are all accurate users and have exclusive customer service to do one-to-one communication.

In addition, the communication process will give users a lot of tags, such as the purpose of the user buying cakes, whether they have children at home, the purchase time, the unit price, and the repurchase frequency. These can help us wake up users at the appropriate time nodes. For example, if a user bought a cake at some time last year, this year he can remind users in advance through text messages, enterprise WeChat , etc.

Jianshi: Have you reviewed some trial and error experience?

Huang Jianfeng: first. Previously, the conversion rate of the recharge details page was only 0.35%, and the conversion rate after optimization was 5.8%, with an increase of 1557.14%. The key points of the optimization details page can be summarized into four points: 1. Create scarcity and add daily limited reminders; 2. Show best-sellers and display the number of rechargers; 3. Stimulate pain points, add scene comparison; 4. Show positive content.

Second, we chose the most difficult path, product processing plants and logistics distribution are all direct sales models. The early publicity of entrepreneurship has been very fast, but it is impossible to judge how much traffic can be brought by different channels, which has led to the inability to keep up with the back-end production capacity. For example, there are too many orders and limited delivery personnel, so we can only tell the user that it cannot deliver for the time being. This situation will hurt users' sense of trust in the brand.

now uses standardized processes, and the front-end delivery promotion meeting matches the back-end production capacity. When encountering major festivals, it is planned in advance. For example, children prepare more than 100% of the preparation and load volume on Mother's Day to prevent the holiday orders from being exploded.

Jianshi: What preparations do you need to make when entering a new city?

Huang Jianfeng: first, by referring to the population GDP and other data provided by multiple platforms, we can judge whether the consumer power market of a city is large enough.

Second, formulate market penetration rate goals and sales targets according to different situations in the city, and then formulate a plan direction for specific implementation.

Third, build your own central kitchen, transit warehouse, integrate some local traffic resources, community resources, etc., and form an operation and execution team of dozens of people.

"Jianshi Recommendation"

Recommendation 2: Jianshi has just released the "Private Domain Service Provider Manual" white paper, and the first batch of 20 private domain service providers have released the list of 20 private domain service providers. The specific content includes: service provider profile, service provider positioning, benchmark service cases, contact information, etc. Send the keyword "White Paper" in the backend of Jianshi official account to get it.

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