The era of online+offline dual home is coming. How can the catering industry rise?

In the post -epidemic era, the recovery and development situation of the catering industry was still severe. But under the hardship, there is also dawn, and online operation is opening a new window for the catering industry.

This article was originally launched by the Red Meal Network (ID: hongcan18), author: Jian Yuhao.

On July 21, the third salon of the "Catering Catering and helping recovery" jointly launched by Douyin Life Service and Red Meal Network was launched smoothly.

Fan Ning, co -founder of the Red Dining Network, Liu Yan, the founder of Dalongji, Ni Boya, the director of the catering industry of Douyin Life, and the founder of the small face, Song Qi, the chairman of B Capital, Wang Cen, the founder of consumer king accelerator, Guangzhou Zhao Liping, deputy chairman and general manager of the restaurant group, and other guests gathered together to talk about the recovery and development of the catering industry in the new era.

The general trend has come, the dual -home era of the catering industry is coming

"In a special period, the store's food has been most directly affected." In the words of the founder of the small face, Song Qi said, poking the pain points of the current catering industry. As a typical contact and gathering industry, the catering industry is unavoidable due to the affected affected.

Zhao Liping, vice chairman and general manager of Guangzhou Restaurant Group, said that due to the large number of stores and employees, Guangzhou Restaurant only costs tens of millions of employee salary per month. The amount reached hundreds of millions of yuan.

Under the pressure, the catering industry had to turn his vision to a wider range of areas and explore new channels.红餐网联合创始人樊宁讲到，在堂食受限的情况下，不少餐企开始将目光转移到了线上，通过对线上渠道建设的投入，打造新的业务模式，开拓新的Growth path is a new idea that companies are generally explored in a special period.

In this regard, Zhao Liping also said that in the past, Guangzhou restaurants have not paid much attention to online construction, but the old name also needs new vitality. After experiencing the storm of the suspension of the food, the Guangzhou restaurant also realized the importance of the change and started to start. The layout of online and offline.

△ Picture source: Guangzhou Restaurant official Weibo

Song Qi explained that the transfer of catering companies to the line is nothing more than two reasons: one is self -rescue and the other is the trend. For small and medium -sized dining companies, after restricting halls, it is needed to survive on the line. No matter what the results are, at least it will not sit still; for large -scale brand catering companies, online is the future development trend. The epidemic is just the epidemic. Catalysts have promoted enterprises to speed up the pace of online layout.

It is worth mentioning that capital is gradually moving closer to online operations. Wang Cen, the chairman of the B Capital and the founder of the Consumer King Accelerator, mentioned that many "cross -border" players have emerged in the industry. They see the benefits of online operation and open a number of online restaurants. These online restaurants do not have the pressure of rent, and the risk of allerance is also greatly reduced. With the promotion of capital, the expansion speed of the store has also increased its exponential growth.

Obviously, online operations may become a new "home" in the catering industry in the future, and the dual -home trends of catering online and offline are gradually formed.

The traffic is huge and the demand is growing, and the new growth may be found online in the catering industry

Faced with an environment that is still uncertain and complex, catering companies must make changes in the future, learn to coexist with uncertainty, and find opportunities in uncertainty. Just as the founder of Dalongye Liu Yan said: "The only constant is to change! In the new situation, the active changes in catering can bring new opportunities."

In order to conform to the trend of online layout, catering companies are also embracing changes and constantly upgrading. At present, most of the catering companies have gradually formed the business ideas of online layout. Among them, the expansion of the country online has become the choice of most dining companies.

With the development of short videos, the traffic of platforms such as Douyin is increasing, and the people take food as the sky. Many short videos "Aboriginal people" themselves pay close attention to the online activities of catering brands.

Ni Boya, director of the operation of Douyin Life Services Catering Industry, said that data shows that from April last year to March this year, Douyin Life Service has been increasing. Essence 54%of them will buy catering consumer coupons and group purchase packages related to Douyin life services, and 71%of them will repeatedly buy consumer coupons and packages.

It can be seen that if the food company can do the online operation well, the store experience can better undertake online traffic, and it can also achieve great results. In this regard, Dalong's feeling was deep. According to Liu Yan, in 2020, Dalongye can grow against the trend against the influence of the epidemic, and to a large extent on the outbreak of online. In recent years, Dalongyu has always valued the construction of online channels.

△ Picture Source: Dalong 锅 Hot Pot official blog

According to Liu Yan, the online channel that Dalongbao is now attacked is Douyin. At present, Dalongzhang has formed a more than ten people's operation teams. While shooting some brand stories, it will also conduct group purchase live broadcasts while shooting some brand stories. In a live broadcast on March 8th, through the marketing matrix of the expert marketing+centralized publicity node, Dalongzhang sold 3000+ pre -sale vouchers in half a day.

At the same time, Dalongye also combines offline business and online. Like the hot camping trend this year, Dalongyu launched a camping package. The package includes pots and hot pot bases, and even tents and lighting equipment are complete, and online platforms are promoted.

In the exploration of Guangzhou Restaurant online, there are both attempts to explore the store and the Douyin Life Service Group Buy. During the Spring Festival, Guangzhou Restaurant also made some dishes into semi -finished prefabricated dishes online for sale, creating its own prefabricated dishes live broadcast, and realized traffic transformation through its own online platforms and vibrato life services. According to Zhao Liping, the overall income of online operation channels exceeds expectations, which is basically equivalent to the turnover of an offline store.

Under the background of the new era, how can dining companies balance online and offline business?

In the context of online operations, how can catering companies balance online and offline business in the background of the catering industry? This tests the wisdom of market participants.

In this regard, Liu Yan said that Dalongzheng started to start online. Therefore, in terms of long -term development, Dalongzhang still has high expectations for online operations. In the future, he will continue to think about how to lead the crowd from online to offline, and how to achieve repurchase after drainage to offline.

Zhao Liping emphasized that Guangzhou Restaurant, as a old -fashioned catering brand, has always put brand building first. Whether it is online or offline, it is to make the brand better. In the future, online and offline businesses will be the focus of Guangzhou restaurants. However, depending on the period, the proportion of investment will focus.

"Embracing online traffic cannot be blindly impulsive. Be sure to find the positioning of your brand and find a suitable team, and move forward steadily." Song Qi said when he introduced the development of small -faced online business.

△ Picture Source: Meet the official blog

It can be seen that the catering people have begun to adapt to the changes in the new period, embrace online business, and some dining companies are becoming more objective and rational.

In order to establish a healthy ecology of consumers and merchants closely, and better promote the release of consumption potential, online platforms represented by Douyin Life Services are also injecting the dynamic energy of catering merchant online business. Essence

Considering that the vast majority of small and medium -sized catering stores are still facing the dilemma of online operations, their own operations or self -built teams, and unsatisfactory outsourcing effects. The bosses broaden their development ideas.

For example: optimization of coupon design. Ni Boya said that in order to better serve the food company, the promotion methods of online operations are constantly improving. In the past, most of the designs of catering coupons were decreased according to integers, similar to 100 minus 50 or 200 minus 100, and so on.

In this way, the design is not strong. If the consumer does not meet the full reduction, it will feel that this kind of discount is similar. Therefore, when the Douyin Life Service is developed, the average customer unit price of each catering brand will be understood by investigating the average customer unit price of each catering brand, and the rules of coupons will be developed according to the per capita unit price. Essence

For another example, in order to help food companies better increase the repurchase rate, Douyin Living Service is also actively setting up a community platform. I hope that food companies can make their own consumption more convenient and quickly through their own community private domain. By. In addition, it can also create a complete member system through the community, precipitates private domains, and enhance consumers' stickiness to the brand.

In general, the online and offline dual -home model brings dawn to the recovery of the catering, and it has greatly promoted the revenue and brand shape of the food company. Through online attracting traffic, connecting online and offline, and forming a closed loop of profit, the catering industry is still expected in the future!

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