From ordinary members to paid members, the operational support of the whole region will help Lai Yi for continuous operation and development

Recently, Lai Yifen (603777.SH) announced the results of the 2022 semi -annual results. The company achieved operating income of 2.312 billion yuan in the first half of the year, an increase of 10.12%, and a non -net profit of 101 million yuan, a record high of the same period, an increase of 138.69%year -on -year.

Ten years ago, Laizhen started from a small couple's cooking store to the current annual sales of over 4 billion. In 2016, it was successfully listed on the Shanghai Stock Exchange, becoming the main "snack first share". And under the epidemic, Laifen can achieve high growth. What exactly does it have?

The industry believes that the growth of Laiden has benefited from the business model of Laidi, but it is not a simple business business, but has focused on operating members' intention to operate members. Improving the viscosity and loyalty of members, and then through the fine operation of members, the value output of membership in depression is deeply excavated. At the same time, relying on the advantages of its own high degree of digitalization, it greatly improves the efficiency of the business operations. This color.

From ordinary members to Black Gold Members Laishi to Yifen's user -run journey

Since 2020, the epidemic has allowed consumers to not be able to go to the store to consume smoothly. How to serve consumers who cannot go to the store, meet their consumer needs, and retain consumers, have become an important issue for each retail company.

The omni -channel users of Laiden exceed 77 million. How to interact in depth with members, the maximum value of the members, and how to operate in different members, to better meet the needs of members, I have thought in depth, and continue to think about it. Optimize your membership system.

For ordinary members with the most existing stocks, I have upgraded the membership growth system of membership, and the new member growth system "orange -value system" is launched. Covering omni -channel consumption, active, achievement and other types of tasks can be obtained by obtaining orange long values, and then evaluating the membership level through the orange length value. Different level members correspond to different rights and interests. Rights and interests effectively drive members' activity and retention, and extend the life cycle of members.

At the same time, a group of people in the members of the Laifen have a high degree of recognition of the brands and products of the Laifen. They have high viscosity and high consumption frequency. Compared with basic members, the focus of this part of the membership is not that the focus of this member is not the focus of this part of the operation. In discounts, promotion, they care more about the sense of identity, belonging, and better membership services of members. Laifen launched the paid membership system "black gold member" for these loyal members. Not only can you enjoy the exclusive services of black gold members, you can also enjoy the basic rights and interests of the orange -value system at the same time. At the same time, extend the snack consumption scenarios, provide members with more comprehensive and better service content, and rely on Lai Yifan The self -built community life service capabilities extend the service around the many scenarios of eating, drinking, playing, playing, living, living, and travel. With membership needs, constantly polishing product capabilities, and step by step towards the corporate vision of the family life ecological platform step by step step by step Go in!

Many years of hard work in exchange for a steady stream of rewards. The semi -annual report from Laifen showed that the compound contributions of the membership of the Laifen member online and offline increased by 30%, and the black gold paid members were more than 1.1 million. With the outstanding performance of "Black Gold Paying Member Marketing", he won the classic case of private domain marketing in the Jinwu Award.

Not only that, the self -built APP platform business built by Iraqi was full of flowers, and 42 POP merchants were introduced to open stores. The peak growth rate of the year -on -year performance was 632.7%, and the order volume exceeded 100,000. The same city card coupons provide members with 42,000 local head brands to store services. APP takeaway demand is strong, and the number of orders has continued to increase by 341,000 than 34%.

As an engine of growth, member operations are crucial for the Laidian. The APP as the APP as the position, the membership system and member rights structure are based on the APP to create a "omni -channel task system" and "omni -channel equity center". Taking the APP as the center, the traditional retail stores, the Laidian online app, the cloud shop applet, and even the external e -commerce platform and other member consumption scenarios are connected, and the brand's advantageous resources are fully integrated, the membership service capabilities are improved, and the members are enhanced. Active and reserved, continue to help the business development of the enterprise.

From traffic to members, the digital transformation of Yifen is accelerated

Behind a series of achievements is the strong national membership operation capabilities and the construction of the digital operation system.

After three years of construction, the three major and middle -Taiwan projects of China Taiwan, the supply chain, and the financial Taiwan of the business have gradually landed. In the enterprise, China Taiwan has established a digital management capability through self -built Zhongtai.

Specifically, the capacity base of the Zhongtai Taiwan is mainly composed of the business Zhongtai-Data Zhongtai-Technology Zhongtai, and implements the digital driver concept to form a digital control tower. Assist each other, quickly support the development of innovative business, and provide management and service capabilities of various business scenarios.

In the first half of 2022, surrounding the strategy of "10,000 lights, making a large effective member" strategy, digital management and construction in all aspects of the entire life cycle of the store, including online investment promotion, online signing, intelligent site selection, and outlets full life. The construction and optimization of cyclical management, 3D engineering, store operations, engineering and maintenance management systems, and truly realize the digital management of the full-link operation of direct operation of direct-operated franchise. Online and efficiently empower franchisees and business personnel to expand the franchise business. At the same time, in order to empower the store, to provide accurate, efficient, and intelligent equipment terminal management capabilities in Laiyi Technology, and plan to build stores in the second half of the year to build store electronic price tips, video monitoring, faith door locks, smart terminal management platforms and other stores The construction of the facility system allows store management to enjoy a faster, more accurate and intelligent management experience, and greatly improve the management efficiency of store equipment.

In addition to the digital business of the store, Lai Gee strives to "do greater effective members", and to reinforce the new business in Yiji Technology, from traffic acquisition, first transformation, private domain precipitation, repurchase retaining, and effective members of super members. The system tools and capabilities on each link on the long path have been built and optimized. The self-developed single-store CRM tools provided the system tools for the shopping guide to improve the repurchase of membership. Mind, recently launched Little Orange Card-Quick New Member Buying and Long-term Returning.

In the corporate culture of Laiden, the "consumer -oriented" as the corporation of the enterprise has always been "make the family life happier". The system, through the black gold members, came to Yifen to complete the private domain contact, and the omnichannel consumer Zhongtai is the basis of the construction of a private domain. Laifen is currently accelerating iteration. As a scientific and technical retail company, Lai Yifen will continue to use digital platform technology to create smart retail. In the future, it will continue to increase scientific and technological innovation, actively deploy digital operations, grow continuously, and provide consumers with more valuable solutions.

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