/ Chaowen News/July 27, 2022 Guangzhou -- From July 19 to July 21, the three round table salon activities of "Talking Food · Helping Recovery" jointly initiated by Douyin Life Service and Hongdine.com came to an end successfully. This round table salon consists of three sessions. From the perspective of panoramic interpretation of the catering industry, practical case sharing, platform service methodology and other specific aspects, we will share with you the methods and harvest of online and offline operation, so as to help the recovery of the catering industry.
The gathering of celebrities helps catering businesses get through the whole online operation process
This online roundtable invited 18 heavyweight guests to talk about the current situation and future of the catering industry. Including the head catering brand founder, top planning experts, professional investors, Douyin life service official representatives, service providers and live streaming head talent: they are respectively (ranked in no particular order) :
11 head catering industry representatives: World food industry association fashion leisure committee head Huang Geng, Fan Ning, co-founder of red food network, Xu Ji seafood customer operations director Feng Chun, Xiabu group founder & chairman He Guangqi, letter good Ji CEO& new spicy way founder Li Jian, large dragon Inyi hot pot founder Liu Wei, meet small noodles founder Song Qi, log cabin barbecue founder Sui Zhengjun, food Shangguo flavor group chairman Yin Jiangbo Zhao Liping, Vice Chairman & General Manager of Guangzhou Restaurant Group; Zhang Tianyi, founder of Baman Hunan Rice Noodle;
4 representatives of catering cooperation institutions: Chen Huilin, founder of Futai Hengda, Wang Cen, chairman of B Capital & founder of Consumer King Accelerator, Ma Song, founder of Ma Song Strategy Marketing Consulting Company, Xiao Ming Chuo, head expert of Douyin Lifestyle Service;
The three representatives of Douyin's life service platform are Luo Liang, head of the North China Business center of Douyin Life Service; Ni Boya, director of operations for the catering industry of Douyin Life Service; and Wang Dingxiao, head of the marketing center of Douyin Life Service.
Online operation brings new ideas for the "blood recovery" of catering enterprises
Most of the above participants also pointed out that online layout has become an important breakthrough direction for the recovery of catering enterprises.
Fan Ning, co-founder of Red restaurant network, pointed out that traffic points out the direction for restaurant management to improve in the future, restaurants should actively take action to embrace traffic, "where the traffic is, the business is there. Under the trend of online and offline double home field, catering business should also keep pace with The Times."
In reality, some catering enterprises have already taken advantage of the trend, opened online business layout, and successfully enjoyed the dividends brought by online platform traffic. According to Zhang Tianyi, founder of Baman Hunan Rice Noodle, the company has focused on developing its online retail business to sell semi-finished rice noodles during the COVID-19 pandemic. At its peak, the online sales of the semi-finished instant rice noodles increased 300% in just three to five days, and the stock was sold out directly.
After that, Zhang Tianyi took advantage of the situation and led the team to start the live broadcast with goods. With the accumulation of online operation capability, Ba Man Hunan Rice Noodle also started to help catering enterprises operate e-commerce business on behalf of them, and develop online business through multiple channels.
Xuji Seafood officially launched its Douyin account in October 2018 and keeps updating it every month. So far, it has gained 830,000 followers. The continuous online investment has also paid off for Xuji Seafood, with the total transaction volume of its single livestream event reaching a new high of 3.21 million yuan on June 28. Yin Jiangbo, chairman of Food Shang Guowei Group, also said that from September 2021 to June this year, Tao Tao Ju launched live streaming on Douyin lifestyle service, with total sales reaching 8.2 million yuan. In addition, Tao Tao Ju also uses short videos to continuously expose and enhance the popularity of the store to achieve transformation. "In the first half of 2022, the total sales of short videos from Tao Tao Ju also exceeded 3.3 million yuan."
Red restaurant network from the service provider representative Fu Tai Heng University in charge of Chen Huiling will learn that there was a less than 100 square meters of mala hot shop, in 28 days sold 1200 group purchase packages, and the online customer flow also associated with increased sales of other dishes. In the end, its store turnover exceeded 800,000 yuan that month.
More and more catering enterprises have also entered online platforms, from large catering chains to small roadside food stalls and mom-and-pop shops. They introduce their own dishes, tell corporate culture stories, and even start group buying business on platforms such as Tiktok Lifestyle service, thus increasing their "hematopoietic" ability and showing new vitality. Wang Dingxiao, the head of Douyin's life Service marketing center, confirmed that the number of restaurant companies initiating online retail and group-buying transactions on Douyin has doubled in the first half of this year. The conversion rate to the store is also relatively good, up to now, all consumers in the offline store check-in increased by more than 60 times, the transaction volume is increased by more than 200 times.The online economy of gold mining, catering enterprises still need to make use of strength
< P > No doubt, through the way of live streaming, short video drainage, can help businesses to achieve "hematopoietic". Merchants can also flexibly adjust products based on online feedback, maintain and enhance customer contact, enhance brand awareness, and enhance revenue capacity.
However, in order to realize accurate drainage and long-term kinetic energy, the help of online third-party platforms is still an important link.
The online platform should establish a healthy ecology closely dependent on consumers and catering businesses, promote the release of consumption potential, do a good job in catering business undertaking, truly rooted in the industry and serve the industry. Considering that most catering businesses are small and scattered, the platform also needs to provide customized services for various features, so as to inject continuous momentum into the online business of catering businesses and help the vitality of the catering industry to recover.
The online platform of Tiktok Lifestyle service, for example, has become much more than a "drainage" tool. They are presenting a more diverse business format, continue to add to the strength of the restaurant business.
For example, just last June, Tiktok Lifestyle Service announced the launch of the "Plan to help businesses benefit people", which introduced six measures to help food and beverage businesses resume production and operation as soon as possible. Later, the program was launched in Harbin, Shanghai, Beijing and other cities. In the "This is the Harbin I Love" project of the "Help business and benefit people Plan" landed in Harbin, a series of tender short videos moved many consumers, "Learn from the old master authentic Northeast cuisine", "Harbin a barbecue with a history of more than 30 years" and other information continued to spread hot, so that those "can't live without the shop" in the streets of Harbin once again revitalized.
In addition, Douyin Lifestyle service has also launched two major measures, "green channel" and "free training", to help countless food and beverage businesses quickly "online"; According to the merchant customer price data and carefully design the coupon rules, maximize the enthusiasm of consumers; Help food enterprises to build their own community private domain, so that businesses more convenient and fast to reach their customers, and through the community to create a membership system, to achieve the purpose of drainage to the offline; Provide systematic training for merchants free of charge, including group product mix strategy, live streaming and short video operation...
Through various measures, Tiktok lifestyle service is helping merchants grow in the whole cycle from settling in to long-term operation.
In the special environment, for catering enterprises, should not only see the "crisis" in the "crisis", but ignore the "opportunity" behind. Instead of sitting still, it is better to fight while the situation, so that there is always a new possibility. And when you really do it, do a good job of online platform management, maybe the business will find that the present is a new world.
