With the development of technology and the times, more and more catering options are entering the market in the form of e-commerce, and have also achieved good results. According to data, the "first stock of new-style tea drinks" Naixue's tea html sold 190.45 million in 272 hours, equivalent to the performance of 700 stores across the country in the past week; the transaction volume of KFC Double Eleven exceeded 320 million, setting a record high. Those old restaurant companies that have been operating for decades are not willing to lag behind. Xu Ji Seafood has four live broadcasts, with nearly 7,000 orders and sales of 2.9 million+; the first live broadcast of Ziguang Park, which has been popular in Beijing for 40 years, has reached 4.8 million daily sales, with a cumulative sales of 13 million in one and a half years...
Catering companies are in the general trend from "store merchants" to "e-commerce",
catering stores are constantly rising, and labor, food, and rent costs have always been three mountains. Although catering takeaway has injected vitality into the industry, takeaway is restricted by time and space, and the regional emphasis is placed on the "3-kilometer" range, and catering can reach customers limited. Secondly, the catering market is emerging in an endless stream, with more consumers choosing, the consumer market becoming saturated, while the takeaway commission is growing, the profit margin is being squeezed, and the operating pressure of enterprises is increasing, and catering companies are becoming increasingly urgent for increasing the number of users.
On the other hand, in addition to breaking through the limitations of physical catering service space, e-commerce can earn more income with relatively low costs and less labor. The process of digitalization of catering is accelerating, and the battle for online traffic is becoming increasingly fierce. Online sales, catering people do not do it, but others can do it, such as food bloggers, life bloggers, etc., so the e-commerce must be carried out in front of catering brands.
"traffic" has become "retained", and the era of online catering has arrived
From the development in recent years, it can also be seen that the Internet is reshaping many industries, including the catering industry. Merchants have changed from the original "doing e-commerce live broadcast?" to "doing e-commerce live broadcast", from "Doing live broadcast in your home?" to "when is your home to start live broadcast today?"
Career e-commerce is changing the way consumers buy. In terms of acquisition methods, we transform from graphic and text format to live broadcast format to create immersive consumption scenarios for users. For example, buying a consumption coupon was originally just a discount on price, while live e-commerce not only enjoys discounts on price, but also provides kitchen tips from the sources and selection of ingredients, the clever use of coupons, the matching of store dishes, and the buns and snacks, providing services to consumers from a diverse and multi-angle perspective.
Compared with traditional group buying, live e-commerce group buying has a little more vitality, and emphasizes consumers' ownership status, extending offline consumption experience services to online e-commerce, giving consumers anthropomorphic online experience, stimulating consumer desire, and transforming consumers' consumption habits of "I need, so I buy group buying" into "You not only need this, you can also need that", transforming the one-way "request for information" into an active "giving information", breaking the inherent consumption logic, and seizing the minds of consumers.
The online market is fiercely seized, and live streaming has become an inevitable choice. Under the repeated impact of the epidemic, online ordering methods such as takeaway platforms, mini programs, catering platforms and brands' self-built order collaboration have further opened up the imagination of catering brand enterprises' digital development and accelerated the transfer to online. The era of online catering has arrived.
has entered live e-commerce, how should catering be done?
live broadcast economy has become one of the hottest trends. Live catering broadcast is a channel for catering merchants to operate, which can help merchants find customers to expand their customers and increase their operating income. What should catering merchants do when joining live e-commerce? This is a question worth thinking about and exploring at present. To do a good job of live broadcast, we need to focus on solving the following four problems.
first needs to solve the problem of content, that is, to solve the problem of broadcasting. The content direction determines the scene-based creation of the live broadcast room and the user experience.For example, if a restaurant company wants to show the characteristics of the brand, it can live broadcast the production process of the product; if you want to show the freshness and authenticity of the ingredients, you can go directly to the ingredient base. Xuji Seafood launched a live broadcast of origin in October, allowing consumers to see the freshness and vitality of the products, and show the "freshness" of the ingredients in northern Jiangsu breeding base to the fullest. The GMV reaches 3.55 million, once again breaking the national live broadcast record of main meals. The second solution to
is to drain traffic. When broadcasting this course live, everyone crosses the river by feeling the stones. If you want to get traffic, you must study platform traffic diversion techniques, from live broadcast keywords to live broadcast time, it will have an impact on traffic diversion. Brand companies can even mobilize employees' enthusiasm and stimulate the first batch of seed customers through rewards and bonuses. During the live broadcast process, you also need to pay attention to introducing online traffic offline, online sales and offline dine-in will go hand in hand, and traffic should become retained.
When solving content and customer flow, the next thing to create is the atmosphere of the live broadcast room and store. The live broadcast room can be tasted by the host, talent performance, and mystery creation through cloud ordering. The creation of a sense of mystery can stimulate everyone's desire to discuss, make the live broadcast room more frequent interaction, and thus increase the exposure and popularity of the live broadcast room.
The last thing to pay attention to is product selection. It has to be admitted that the recurrence of the epidemic has tightened consumers' wallets. In terms of catering consumption, we will be more cautious and rational, and prices will become our sensitive area, and high cost performance will become the first choice for consumers. Secondly, whether it is live broadcast items or packages, you should choose to pursue universality and popularization. Expand the breadth and depth of consumer acceptance from product selection.
new catering track, new consumption upgrades. Faced with the current market environment, when catering live e-commerce, we should not blindly follow the crowd, but choose the right channels that suit our positioning, cultivate new business thinking from the inside, give full play to our own characteristics and use our own advantages to increase bargaining chips for the development of the enterprise. Double Eleven is coming soon, catering guy, are you ready?
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