has such a job:
"shop" in Guangzhou Zhujiang New Town every day
Go to street shops and high-end restaurants all over
You can also make an appointment with the owner of the restaurant to have afternoon tea...
Isn't
very attractive?
This profession is - "take food operator"
This job is certainly not as simple as
Professional operation knowledge, data analysis,
Communication skills, patience, etc. are all essential
This 23-year-old girl who has only graduated for 2 years
is working as a takeaway operator in Guangzhou
Take a look at her story together
Zi Yan communicates with merchants to understand the takeaway operation situation (left)
Guangzhou 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.
23-year-old Zhanjiang girl Xing Ziyan came here two years ago to start her first job - a takeaway operator. Every day she travels through major shopping malls, whether it is street shops or high-end restaurants, she collects them one by one.
"Zhujiang New City is a very dreamy place." In the past two years, she has felt the strong vitality of the city's economic heart.
"You can get a lot of satisfaction from the boss's praise." Xing Ziyan said that after entering the industry, she met all kinds of catering people, many of whom have broad ideas and many innovative ideas, which made her learn a lot.
For the future, Zi Yan hopes to continue to take root in Guangzhou, do her own work well, and add a fire to the development of the industry.
"Xiaobai" has become the "king of the toughest"
with a ponytail, wearing a T-shirt, jeans, and sunscreen sleeves on her 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 everything about 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 came in, I focused on the newly signed customers. I had no channels and didn't know the boss, so I just had to run by myself." Zi Yan recalled that she had to go to the mall by herself as soon as she entered the industry. It was difficult to get in touch with the boss at that time. Even if I saw him, it was difficult to impress the boss to go online for takeout. "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." She said that she felt "very frustrated" during that period.
Later, at the advice of the supervisor, she adjusted her work focus to the operation and promotion of old customers who had settled in, and kept visiting old customers to understand the store operation status and understand the boss’ expectations and goals. By chatting with the bosses, accumulating the situation of catering customers. When encountering problems that you cannot solve, you will ask your colleagues for advice, or check the information and study by yourself or take training courses.
Slowly, Zi Yan has accumulated a certain reputation in the industry, and old customers have begun to introduce new customers to her. "Later, more and more colleagues have met other departments, and the resources have become richer, and work has also begun to improve."
"New signing merchants to go online takeaway is only the first step, and the subsequent operation is the bigger problem." Zi Yan said that as takeaway operators, they have to keep paying attention to the restaurant takeaway production situation. "There are one or two hundred takeaways that have been ordered, and they are basically the merchants they are responsible for." When encountering merchants with low order conversion rates, they will also help merchants build takeaway menus, and even "start from scratch" and start optimizing from online store "decoration" and posters.
Three months after joining the company, Zi Yan's work gradually got on track and was able to "meet the standards". In the first half of this year, due to the excellent performance of the new signing, Zi Yan also won the "King of Guangzhou Regional Overseas Toughness".
Takeaway operator Xing Ziyan visited every restaurant corner of Zhujiang New City South District
There are both cold receptions and friendships
"Hello, is the boss here?" A new store is being renovated in Huinan District of Huacheng. Ziyan stepped forward and pushed the door and asked if the boss was there, but just like the results of the previous few times, she didn't 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 if you "squat" the boss in the store, it won't be fine. "The restaurant owner of CBD is different from the owner of the small shop. It's not enough to be home-friendly. You need to use strong 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 situation. But I have been "turned away" repeatedly - I went to the store five or six times, but I didn't see the boss, and I was also declined when I communicated with the store manager: "We have no decision-making power." 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.
For the first meeting, Zi Yan made full preparations and made a complete analysis plan to analyze the store’s advantages and competitors’ situation, and the customer base of 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, takeaway platforms have launched a "high commission cashback" measure, providing commission cashback to some eligible merchants, and merchants can use the cashback commission 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.
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" more than once, Zi Yan and Ms. Tan established a friendship. "We will also 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.
makes merchants understand consumers better
After two years in Zhujiang New City, Zi Yan is familiar with every corner of this CBD. She can accurately tell the launch time of each restaurant and even the "ex-in-law" of each shop. She said that the ordering habits of Zhucheng North and South Districts are very different. The former is mostly office workers, and the order volume is mainly concentrated at noon, and the order price is relatively low; while the latter is full of luxury houses, and the order volume peaks usually occur at night, and the order price is relatively high.
"Zhujiang New City is a very dreamy place, with high-end restaurants and very civilian shops. Here, everyone can find foods that suit their own price."
"Take-out can not only bring income to merchants, but also understand consumers' ways." 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 scenario experience are gradually participating in takeaway. For example, the essence of hot pot lies in "shabu". Merchants once resisted online takeaway, but now more and more hot pot restaurants have made changes. Some sell " Maocai " on takeaway platforms, making the food ready and cooking for delivery.Some barbecue merchants also adopt the "delivery with the pot and the meat together" model, or make barbecue bentoes that do not require reprocessing.
There is even an ice cream store, which has recently launched takeaway. You should know that ice cream melts easily. It turned out that the merchants found that many customers specifically asked to run errands to buy at the store, so they simply launched takeaway and used more professional delivery to ensure production. "It's not just the catering industry. Nowadays, people are increasingly relying on 'takeout' for buying groceries, 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. From large portions to small portions, from à la carte to set meals, from fast food simple meals to Chinese dishes, from takeaway data, merchants can see subtle changes in consumption preferences, thereby improving their own operations.
store transfer is common. Seeing that the merchant that she had once "fighted side by side" had withdrawn, Zi Yan couldn't help but feel regretful, but soon new blood was added, which made Zi Yan feel happy. "I hope that the merchant can manage the food delivery better. If a merchant can make the food delivery, it will be very fulfilling, and you can get a great sense of satisfaction from the boss's praise." Zi Yan said that after entering the industry, she met all kinds of catering people, many of whom have broad ideas and many innovative ideas, which made her learn a lot.
Driven by digitalization, the catering industry in Zhujiang New City has gradually regained its vitality. "The number of takeaway orders, the number of catering merchants, and the number of active users have all begun to rebound." Xing Ziyan is even busier in her work, and many catering merchants take the initiative to chat with her to understand the skills needed to make takeaways and the digital trends of catering around the business district.
You can feel this dependence from Xing Ziyan's mobile phone. During the interview, the reporter noticed that her mobile phone information had almost never stopped. She said that it was all about merchant information; this state is like this for 365 days a year, which is much more pressure than doing ordinary e-commerce operations. "E-commerce things can be delivered every few days, but takeout is delivered instantly, which means that all kinds of problems encountered by merchants are immediate and need to be solved quickly."
For the future
Zi Yan hopes to continue to take root in Guangzhou
do your own work
Add a fire to the development of the industry
Zhiduo D: Takeout Operator
In recent years, my country's digital economy has been developing continuously. More and more catering merchants have begun to contact and use digital tools, and have launched takeout services one after another. Whether they can transform successfully depends on the role of the takeout operator as the military advisor. Takeaway delivery workers active in the streets and alleys are one of the most prominent changes in the economy and society in the past decade, and the amount of orders they deliver is also directly related to the behind-the-scenes labor of takeaway operators.
According to the "2020 China Takeaway Industry Development Big Data Report", from 2015 to 2019, the market size of China's catering takeaway industry showed a rapid upward trend, with the industry's average annual compound growth rate reaching 45.46%. Industry experts believe that the development trend of the takeaway industry has formed a talent siphon effect.
Zhilian Recruitment and other platforms show that in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, the demand for "takeout operation" related positions is relatively high, and most positions have a monthly salary of more than 10,000 yuan. In addition to traditional catering practitioners, many fresh graduates , veterans , migrant workers, disabled people all choose to engage in this new profession.
text/Guangzhou Daily·Xinhua City Reporter: He Yingsi Intern Reporter: Wang Yu
(Pictures from the interviewee)
Source: Guangzhou Daily
