Hu spicy soup museum trial water live broadcast e -commerce, Fang Yikun refused to compete in the low price

[Dahe Daily · Dahecai Cube] (Reporter Yang Xiao's intern Yang Sa) The continuous and repeated epidemic in the epidemic situation has made more and more restaurants began to try to control live e -commerce tools and solve the difficulty of restaurant operations. On August 19, Li Zheng, deputy general manager of Fang Yikun Group, said in an interview with the reporter from the Dahe News Daily, Dahecai, said that live broadcast e -commerce helps food companies to further optimize the drainage capabilities of stores and takeaway. , Hu Spicy Decoction Mooncake, Hu Spicy Soup Flavor Lollipop, etc., the mode of new users and efficient interaction is more optimized, but he does not accept this tool to be deified, and he will also resist the vicious low -cost competition on the live broadcast platform. Essence

Is the catering brand really suitable for live broadcast?

Fang Yikun insists on online service and offline

"Hushuang soup meal bag is opened, and the soup is poured into the pot. The small and medium -sized heat can be heated for 5 minutes to taste the authentic mushrooms and spicy soup. Its taste is not different from the soup." In the live broadcast room, the anchor Du Qianqian was bringing the goods for the convenience of liquid soup, and answered various questions and curiosity of the audience on the public screen.

It is understood that the company launched the live broadcast business in April this year. It was originally preheated for the "Central Plains Hu Spicy Soup Food Culture Festival" prepared in May. Since then, its team has found in practice that live broadcast e -commerce has the drainage function of offline stores and takeaway, so it has timely adjust the business strategy and incorporates live broadcast networks into normal sales categories.

"Compared with traditional e -commerce and offline channels, the biggest advantage of the live e -commerce platform is interest push, helping companies solve users' new users, and interact with users efficient The live online sales business accelerated. The products they are sold are portable Hu spicy soup, Hu spicy soup flavor moon cake, Hu spicy soup flavor lollipop, and Fang Yikun brand surrounding dolls.

At present, the company's live broadcast room has entered a normal daily broadcast, and tried to match different broadcast main IP, communication content and product structure on different live broadcast platforms.

For example, Li Zheng, on the Douyin platform, the company's live broadcast online sales are mainly cost -effective products. The purpose is to attract new traffic and play the effect of product propaganda. In the WeChat video number, live online sales are based on local life, and old customers who serve repurchase through group purchase and other methods.

Henan dining companies that broke into the live e -commerce track were not only Fang Yikun.

In the past two years, more and more catering brands have joined the live army. Indeed, many catering companies have put "satellites" in the live broadcast room and achieved proud results. Some restaurants' single -day live sales even exceeded one month's income. However, some dining companies invested huge amounts of funds, but in the end, the bamboo baskets were empty.

"In the post -epidemic era, the competition of food companies in the era of epidemic is the trump of online and offline. Catering live broadcast can be used as an important drainage channel for future restaurants, but online must serve offline." In Li Zheng, regardless of whether In which platform live broadcast, the ultimate goal is to guide users to offline stores for experience consumption, so that consumers can feel the value of the product itself. Based on this concept, Fang Yikun's productism insisted on had clear requirements in terms of traffic or revenue.

Catering companies are facing three major dilemmas in live broadcast e -commerce companies

Do all diners need to do live e -commerce? For the catering brand, can the "fracture price" attract passengers to fight for a long time? These two problems directly poke the hearts of the live broadcast online sales company.

Generally speaking, the live broadcast of food companies is mainly to attract customers through low -cost sales products (package) coupons, vouchers, discount coupons and other methods. But this is a long -term score, there is still no certain answer.

Li Zheng believes that in the public domain flow pool is mainly to grab volume, the most common way to play is to compete at low prices. If it is only to pursue online traffic and rapid income, it will inevitably fight offline stores to operate and eat meals. Instead, the company has to lose money.

Who will broadcast?

At present, more and more merchants have chosen the road of self -a broadcasting. "At first, we also invited professional Internet celebrity anchors to cooperate. But in the cooperation, we found that the other party was paranoid to choose a low price product, which contrary to the idea of ​​Fang Yikun's product as the king." Li Zheng said In the month of practice, he has clearly judged that cooperation with the anchor of third -party MCN institutions is a phased behavior and cannot constitute normal behavior. At present, more and more catering companies are choosing self -broadcasting to accumulate brand image, densely dense fans, and increase the repurchase rate of goods.

How to broadcast?

"Live content regression of the product itself is a trend." Li Zheng said that Fang Yikun is currently considering weakening the influence of the anchor on the product and placing the anchor screen in the lower right corner of the live broadcast room, mainly responsible for product explanation and background operations. Work, place the product in the center of the picture as the real protagonist of the live broadcast. This form strengthens the product itself, but whether it is consistent with consumers' online shopping habits, it remains to be tested.

What to broadcast?

Compared with other catering companies, Fang Yikun has more advantages in the live broadcast field. In 2021, the company specially established a new retail department. Cultural and creative retail products derived from Hu Shuang Tang naturally have e -commerce attributes, bringing topicality to Fang Yikun's live broadcast.

Crossing the river by touching the stone may be the best solution at the moment.

Suddenly being broadcast, what kind of live broadcast content and product officials will be pushed, what kind of live broadcast rhythm is even more accepted by consumers ... not only Fang Yikun, these issues are also in front of all merchants who explore live broadcasts."Everything is still exploring. The problem is not to find an institution to solve it." Li Zheng's opinion, the scale of the live broadcast market has been expanding, but the rules are not yet mature. At present, trial and error are the shortcuts of progress.The live broadcast is becoming a new battlefield for major catering brands to seize traffic, and it has become an important tool for restoration and rebirth in the catering industry.However, there is also a crisis of organic in the air. How to use the live broadcast tools to serve the enterprise correctly, Fang Yikun also has many "question marks" to be solved.

Responsible editor: Shi Jian | Audit: Li Zhen | Director: Wan Junwei

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