On October 26, "Taiwan's largest catering group" Wangpin Group officially reached a strategic cooperation with Yunxi Technology, a subsidiary of Yunxi Technology, which focuses on "new consumer chain brand digital and intelligent growth SaaS services", to jointly discuss the technological innovation of digitalization in complex and diversified catering formats, and impact the pioneers of multi-brand and cross-category automation marketing.
Wangpin Group·Group Member Digital Middle Station Launch Meeting Site
Wangpin Group Executive Director Yingmeihui (Fourth on the left in front row)
Union Technology Executive Director Dunshun | Zhu Tiesheng (third on the left in front row)
has been established for 29 years, with 400+ direct stores worldwide and 36 brands. Wangpin Group is not only a benchmark enterprise in catering, but also one of the witnesses of catering history.
HaidilaoHeader Zhang Yong once said in a public report: "In the catering industry, only two companies deserve first-class, one is McDonald's , and the other is Wangpin ."
Multi-brand and multi-category development strategies rooted in Wangpin Group's genes also require them to maintain their innovative spirit at all times and be at the forefront of the industry.
Photo source: Wangpin Group official
The business philosophy that Wangpin Group has always adhered to: "Customers are benefactors, colleagues are family members, and manufacturers are noble people."
"entertains" customers with a "passionate" heart, "understands" colleagues with a "caring" heart, and "faces" manufacturers with a "respectful" heart.
In the conversation with Zheng Jun, CIO of Wangpin Group, we can feel the preciousness of a company that is still persistent, sober and innovative in the wave of the times.
01 Before 2017: A golden growth period, embarking on a unique digital path through exploration
From the perspective of catering development, before 2017 was the golden development period for chain brands.
During this period, consumers will be affected by simple reasons such as food taste and food safety, and will trust and consume a chain catering brand.
Wangpin Group has always been strategically centered on the development of multiple brands, and has created new brands every year. It has now established categories including Western food, Japanese food, Chinese food, hot pot, roast pork, etc., including: Wangpin steak, Xidi steak, Goose Lady, Wuyu, Wusheng, and Fresh.
Source: Wangpin Group Official
Different brand positionings should also be different, and digital application scenarios should also be different.
Digitalization should be closely integrated with business scenarios in order to better implement and bring value to consumers and enterprises. The digitalization of mid-to-high-end brands should be used as an auxiliary service to optimize communication with customers, such as ordering food. At the same time, it is inseparable from the service of colleagues. Warm service is also an important part of brand positioning.
For affordable or low-priced brands, you can use digital products to replace or release manpower, improve efficiency and save costs.
innovation does not set boundaries. How to build a digital architecture system to meet the needs of different brands, and at the same time it is easy to expand, easy to maintain and not to repetitively build is the prerequisite for Wangpin Group's digital construction.
According to Mr. Zheng, "Because Wangpin Steak is positioned as a mid-to-high-end brand, especially dish, service and environment are the core of brand operations, in the early stage of digitalization, the team mainly focused on detailed functions related to consumer services and optimized store SOC through data."
In 2011, Wangpin Group developed and launched the Wangpin Steak Member 1.0 system, which is also the predecessor of the brand's CRM management system.
For example, the clerk must contact the customer's call within 3 sounds, and when the first ringing, the store's digital system will promptly pop up the customer's information for reference by the clerk, including whether the customer is a member of the brand, what kind of package is preferred, the seating position, etc.
detailed and precise consumer insights allow every service to directly hit the hearts of consumers, truly being "at home".
In 2014, Wangpin Group upgraded its membership system to WeChat electronic member 2.0, and simultaneously launched the member analysis platform, integrating the mainstream member data analysis models at that time, such as the RFM model, ABC model, etc.
gives data thinking and let data drive business.
In order to give customers a better dining experience, Wangpin Group developed its first domestic KDS system based on Western food intelligent kitchen dining control and meal display based on meals in 2014.
Photo source: Wangpin Group official
Western cuisine set menu sets up seven dishes, each dish has a sequence and the meal intervals are different, and the dishes and methods ordered by each customer are also different (such as five or seventy-minute cooked, etc.).
The digital system can accurately mark the seating position of each customer to ensure that within the specified time, different dishes can be accurately placed in front of the corresponding customers, ensuring the best meal time, and ensuring the best tasting period for dishes. This is the performance of the digital system empowering store operations.
Since each brand advocates independent operation, Wangpin Group's digital system develops vertically based on brands. At the beginning of its establishment, the data of each brand has a basis for interconnection, but there is no opportunity to open up the overall member data to empower the group's data to brand growth.
02 Between 2017-2019: The industry has been reshuffled, brand changes its business ideas
After entering 2017, chain brands have formed a "multi-giant" pattern, consumers have more choices, and they have begun to be keen on trying new products, and the pressure of competition among brands has increased.
industry has entered a major reshuffle stage, and brands that cannot give consumers personalized experience will be eliminated by the market. Menu that can be matched freely or recommended intelligently is more respected, which forces brands to introduce digital business methods and continuously improve consumer insights.
Wangpin Group has also timely adjusted its business model based on package sales, launching more new products and marketing methods to maintain consumer loyalty.
At this time, the data factors affecting each operating sector increase, and brand digitalization has gone from "help" to "main force".
03 After 2020: In the era of the epidemic, Wangpin Group expanded its business boundaries and integrated front- and back-end management advantages
After experiencing the difficult epidemic, the catering industry was in a state of recovery as a whole, and the downward economic environment made consumer choices rational and cautious.
The brands of Wangpin Group mainly cover Western, Japanese, Chinese, hot pot and other categories. Due to the emphasis on ready-to-eat scenarios and service experience, after the epidemic in the second half of 2020, welcoming "retaliatory consumption", the performance recovery rate after July exceeded 100%, and the layout of multi-terminal business has begun.
In 2020, Wangpin Group will independently become a trading subsidiary in the retail sector, focusing on fresh food retail business.
Previously, it was precisely based on its solid supply chain foundation that the selection of Wangpin Steak’s raw materials “6th-8th beef rib” was well realized; after 2020, with the adjustment of the menu, the purchasing scope has been expanded to “whole bull”, providing ingredients for brands of the group at different prices.
Source: Wangpin Group's official
Supply chain advantages, coupled with the improvement of raw material richness, the business scope has been expanded to supply B-end catering peers and distributors, or to provide pre-made dishes to C-end consumers.
Mr. Zheng admitted in his sharing: "In essence, catering is still quite dependent on the supply chain, especially after the epidemic, many brands have begun to focus on retail e-commerce business. However, whether they can do well depends on whether they have a supply chain foundation and whether they have an independent team to operate."
At present, Wangpin Group, as a partner of JD fresh food business, has a professional team, direct production from abroad, imported original cutting, and has multiple products in JD self-operated flagship store. The sales volumes are all in the TOP3 on the site.
04 "Moving" hand in hand: In order to better consumer experience, we will continue to lead the digital innovation of catering
. Because of the huge business depth, in the early stages of digital transformation , no single manufacturer was able to match Wangpin Group's needs to manage multiple brands, cross-category, and cross- price band , so digital projects rely mostly on self-development.
According to Mr. Zheng, so far, the dine-in (including mini-program ordering, POS, smart kitchen KDS system), takeaway (takeout mini-program), mall + SCRM system, and three-store integrated system have been developed by the team.
As the group accelerates its pace of incubating brands, high requirements are put forward for the flexibility and agility of the digital system. The underlying data is required to achieve interoperability and interconnection, and drive product functions to adapt to the characteristics of different brands, different categories, and different scenarios to meet the personalized needs of consumers.
Source: Wangpin Group Official
Therefore, after a solid foundation, Wangpin Group began to seek technological expansion outside, and implemented the "industry knowledge-how" that it had accumulated in the industry for many years through cooperation and creation, and incubated smarter products or models.
This time, Wangpin Group and Yunxi Technology work together to build the "Group Member Digital Middle Platform" project through the advantages of "Business + Data" dual middle platform technology, comprehensively upgrade the group membership system, so that members can enjoy all rights and interests in the entire brand, including all categories.
On the one hand, Wangpin Group involves multiple formats of catering, fresh food, and retail, while Yunxi Technology has multi-brand and multi-category service experience and technical service solutions, and the needs and strength of both parties are naturally matched;
On the other hand, Wangpin Group's fundamental starting point for digital upgrades is to give consumers a better consumer experience. Yunxi Technology is the industry's leading constructor of consumer digital experience journey, and the vision and mission of both parties are naturally in line with each other.
Mr. Zheng revealed: "This cooperation, Wangpin Group hopes to work with Yunxi Technology to create an intelligent model suitable for complex and diversified catering industry. This model includes two innovations: one is the intelligent digital marketing system for the whole life cycle of members based on multiple brands, cross-category, and cross-price belts; the other is the automated screening model for people that are adapted to multiple marketing activities."
- is based on the full life cycle intelligent digital marketing system of members based on multi-brand, cross-category, and cross-price belts
In the catering industry, solutions for managing members' full life cycle around single brands are mainstream, and what Wangpin Group needs is a digital system based on the full life cycle of members based on multi-brand, cross-category, and cross-price belts, including consumer asset precipitation and operation.
Through YunxiuShuying·New Marketing Middle Platform, it can uniformly summarize the data of self-operated mini programs, three-party platforms, public domain platforms and other omni-channel data of different brands, and realize the continuous operation of brand members through a more refined intelligent label system and refined operational means.
requires both innovation and efficiency, and achieve more effective private domain access, best experience marketing conversion, and higher member loyalty through data empowerment.
- Automatic filtering model for multiple marketing activities
In traditional business methods, the crowd screening of marketing activities mainly relies on the experience of operation personnel, and manually screen the corresponding crowd packages based on marketing attributes and activity strategies. Working methods like
on the one hand will cause inefficiency in personnel cooperation, and on the other hand, it is subjectively impossible to predict the effectiveness of the activity, and it is difficult to accumulate multi-dimensional data in the subsequent review.
And the tagging capabilities of the Yunxiusheng consumer operation platform can solve this problem in a targeted manner. When
generates consumption data, Yunxiuying can give users a "digital portrait" through the 360° intelligent tag system, and support brand custom tag (including fact tags, model tags, event tags, external tags, combination tags, subjective tags, etc.) on the tag platform and filter corresponding groups of people.
forms a basic pool of member data quantification, and then establish marketing activities on this basis. The brand only needs to set a data update period and dynamically update the latest data to achieve automated marketing.
Wangpin Group also hopes to collide with a more accurate and reliable automated marketing system with higher conversion rates in cooperation.
Mr. Zheng admitted: "Business IT and IT businessization are no longer just at the stage of talking. In order for brands to continue to develop and grow, they must closely combine IT technology and business. Digital deployment also needs to change with the transformation of the environment and consumers. For example, consumers were originally concentrated on three-party platforms such as Meituan and Dianping, and recently they have been concentrated on social platforms such as Douyin and Kuaishou. The focus of the brand's digital deployment has changed accordingly."
In his opinion, if a brand wants to achieve continuous growth, the essence of "increase in revenue and reduce expenditure."
And digital means can help Wangpin Group achieve these two goals more intelligently.
open source, providing high-quality consumption experience through the digital middle platform of the group membership; reducing expenditure, and using data insight to reduce the three major costs of catering "ingredients, rents, and personnel". After
reduce costs and increase efficiency, healthy growth is a natural thing.
In the future, Yunxi Shuying will continue to help Wangpin Group build a complete digital middle platform system for group members, allowing profound industry experience to collide with advanced technology, and innovate a digital marketing model that can adapt to multiple brands, cross categories, multiple channels, and cross price zones to achieve continuous growth.
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