How can a "guessing answer free order" break the operation of the catering merchant?

"Core Tips"

This summer, I will launch a "Guess Answer" activity in the summer. In less than two months, it has been exempted from 3.5 million yuan for consumers, which has obviously rebounded in local consumption willingness. For businesses participating in the event, the "explosive order" not only loves to hear, but also gives them confidence in persistence in the post -epidemic era.

Author | Wang?

Edit | Liu Yang

"I thought it was a flat day, and suddenly she was hungry!" Duan Peng, the owner of the old Changsha rice noodle shop, wrote in the circle of friends.

He did not expect that the rice noodle shop, which has been operating for many years and has been mainly eclipse, will receive so many takeaway orders at once, twice as much as usual, and the entire store is almost too busy. "I don't know what's going on, so I asked the business manager in the region to know that I was hungry? I did a" guess answer "activity."

This move is obviously overflowing. It has been more than half in 2022, and the phase of the epidemic has repeatedly caught in trouble. Although the cities such as Beijing and Shanghai have restarted, the "revenge consumption" that the market expects has not really arrived.

"Life" and "breaking the situation" are not only Duan Peng's personal voice, but also the most simple wishes in the hearts of tens of millions of catering operators. Want to find more certainty and security in the uncertain environment, takeaway, or the most hopeless "straw" in the eyes of merchants.

1. Are you "free of order"?

Duan Peng's "guessing answer" is hungry? According to disclosure, from the launch of June 21 to August 3, the event has been exempted from consumers 3.5 million and more than 600,000 merchants have benefited.

Li Li is a post -90s North Drifting girl. The heavy work pressure made her have little time to pay much time to pay attention to the dynamics of the private WeChat group. "I have to see a friend winning the order in a WeChat group. He is Beijing. Specialty August 3rd at the 5th of 14:36, the "Single Angel" of the round of 14:36. "

Although she will use the hunger to order takeaway every day, she feels that she has always been the "insulator" of winning, so she does not have a strong willingness to participate. "But friends say that there are more than ten rounds of opportunities on each event day, every round of rounds, every round of rounds, every round of rounds, every round of rounds There are thousands of free places. "This made Li Li move.

"I took a look at the specific instructions. There was almost no threshold for this event. As long as consumers guess the specific exemption time and finish the order in that minute, it is possible to get a chance to be exempted." In Li Li's view "By the way for takeaway, play a 'open -blind box' and fight for a small luck. Even if it is free of a cup of milk tea, it is lucky."

When it comes to the exemption, another girl Yu Yuan told "Leopard Change", "There are really many friends around me that as long as they have time, they will be in individual WeChat small groups. Very seriously analyzing and predicting the specific exemption time of the day. "

"I remember there was a picture title on July 17th. I invited the Shanghai Astronomical Museum to publish a" Astronomy Question ". There seemed to be a total of 4 rounds of exemptions on the same day. The answers were hidden in this picture." The date of memory is because her husband is a astronomical fan. "That day he made a lot of popular science in the group."

"For example, the" Astronomical Question "map specifically appeared" The Song of the Song Dynasty ", and the" April 2 "was mentioned in the first paragraph. The day ', that is, May 1, 1006, combined with these, he judged that the time of a certain round should be 10:06 or 17:01. "

Yu Yuan said endlessly: "For another example, a clock on the table shows 02:38, and there is a super full moon outside the window. He thinks this should be the date when the metaphor is metaphorical, which is July 14th, on July 14, So this round of free time should be 7:14 or 19:14. "

Compared to grabbing the "free order", Yu Yuan said that his enthusiasm for guessing the answer was actually higher. "In retrospect, adults, including myself, searched, analyzed and discuss it like a student. Very interesting things. In a certain perspective, this also alleviates my 'spiritual internal consumption'. "

Right now, there are still many people who summarize their own cheats on the Internet and WeChat groups, and even some people even push the question logic of the activity based on the previous topics. Of course, for most consumers, they hope to continue to do such activities.

It can be seen that the direct and interesting interactive experience of guessing answers is in line with the enthusiasm of many consumers at present, which has made local consumption willingness to obviously rebound. For the catering merchant at the other end, this not only activates more time of catering consumption vitality, but also allows them to see the "more than a minute" of light.

2. Merchant "long drought and caring glyph"

Since entering 2022, the repeated epidemic has taken the dietary food in many cities such as Beijing and Shanghai for up to dozens of days to several months. After the offline restart, the catering industry has not yet ushered in "retaliation consumption". In the eyes of many operators, business can be returned to normal levels.

Of course, this does not mean that catering companies choose to "confess their lives". On the contrary, they are actively "self -help". For example, some high -end restaurants that have always been not sensitive to "non -eating dining" have been launched one after another; more and more catering owners have appeared in person, while the short video live broadcast and bring the goods on the end of the scene, while the knowledge of consumers is popular. Some catering companies have launched some group purchase packages with heavy benefits, as well as advertising containing positioning on some content and social platforms. However, because the current passenger flow and order volume are limited, if the discount given by the merchant is too strong, it may lead to the high cost of the cost water, not to mention that the traffic in recent years has long been recognized as "Luoyang paper expensive". Anxiety -these methods can be used to play a certain "sound", but in terms of "sales", I am afraid it is difficult to have an immediate effect. The most fundamental reason is that there is no entrance from the demand, which directly stimulates people's desire to consume.

From the source to boost the willingness of consumption, this is the key to hungry the "exemption" activity that can get such a large market response.

The same situation as the old Changsan rice noodle shop Duan Peng is probably the same. Wang Yun, the brand manager of the freshly squeezed fruit juice "full of fruit", also experienced a "explosion order" without knowing exemption. "Hungry? The platform online order volume increased by more than 130%from the previous week. The week -on -month growth of the day the next day remained above 50%, and the number of new guests increased."

"Grandma Tun", a Chinese fast food chain, also ushered in its own "nectar". The person in charge of the data analysis of the online operation data of the brand preached that starting from June 23, the order volume increased significantly, with an average daily increase of about 400 orders, an increase of more than 8%over earlier. "As the activity continues, the brand chain stores also spread through the circle of friends and the fan base, and at the same time prepare for food preparation."

Some "summer" takeaway also ushered in the peak period under the overtime of "free activities". For example, after the start of the event, the number of daily takeaway orders has risen by 40 % after the start of the event, close to 700 single/day; Three times, the increase in orders within the period of exemption accounted for nearly 70 % of the overall growth.

Survival orders for merchants

Hungry said that in non -dining consumption scenarios such as breakfast, afternoon tea, and supper, the orders of related industry merchants have increased significantly. Among them, many merchants seized the opportunity of the event and launched their own supporting activities in a timely manner, and also reached a record high of the order amount.

For the reason for being hungry? This wave of free activities is "added to the seat", industry insiders believe that it is largely reflected in the word "sincerity". Compared with many platforms, when engaging in activities, the amount, number of times, and cashback after purchase, are hungry and free of charge, and the hard work of doing "calculation questions" is naturally used, and consumers are naturally used.

For merchants, the foundation of their survival is orders, and "explosive orders" are even more popular. At this stage, the sales volume is not exactly to help merchants "return blood", and the more important value is that they have confidence in persistence.

3. Platform is sweet as a "service"

Some people say that the "free order" is hungry? I used real gold and silver to play a new height, but if you think about it carefully, this is a new interpretation of the platform's "service ends".

Looking at the entire large market, whether it is content, social, or local living platforms, in general, due to the consideration of the common interests of consumers, merchants and other parties, most of the platforms will formulate a series of rules to come Limited action boundaries for consumer operations. When the existing rules are cut, new "patch" will be used to improve the rules system.

This management method is easier to quickly achieve a certain balance, and each subject can only operate in accordance with the existing rules; but at the same time, there will also be a disadvantage, which is easy to form bottlenecks in sales and creativity, so that each subject in the platform in the platform will be easily formed, so that the subjects in the platform in the platform will be made. Roll each other.

Guess the answer is in the context of hungry "Summer Action". At this stage of summer, hungry is based on seasonal demand (like weather turns hot, supper, and afternoon tea scene demand, etc.). Is it hungry to invest in resources to better drive and promote summer consumption, and work with merchants to gain growth.

This free mini -game, on the surface, has become a consumer carnival that continues to be hot, but the logic behind it is driven on both ends of the supply and demand without charging any additional promotion costs to the merchant.

Many catering merchants said that most of them knew such activities when they asked the reason why they were hungry after the "explosion order". Behind it is not only "thinking about you" for consumers, but also directly connecting the merchant to help catering merchants leverage their revenue and drive consumer recovery.

This is why the event has been launched for five issues so far, and it is still iterating: from guessing the exemption, to the national institutions, from social institutions, to cities exemption, and at the same time, there are special flowers in flowers to continue to deepen merchant connection.

At the same time, through the "exemption effect", it is hungry and launching merchant courses to better serve the growth of merchants. Hungry Mero Merchant Learning Center information shows that Chengdu Milk Tea Brand Books also burn the grass to participate in the exemption, while increasing discounts and promotion of order transformation, combining the product propaganda and pulling sales Sell.

Guessing the new gameplay of the answer to a win -win game for users, merchants, and platforms. In addition to consumers happy, merchants also ushered in recovery. 4. Hungry? "Force Awakening"

This kind of pragmatic innovation and fast -paced method is also reflected in the adjustment of Ali's local living business sector. The ability to build is continuously improved to create new value for consumers and merchants.

In the past year, Hungry has returned to the core of home business experience, and has made a lot of effort on allowing consumers to better achieve "rest assured and on time".

In this year, Hungry and China Chain Management Association launched the industry's first fruit cutting standard "Code for the Fresh Fresh Fruit and Vegetable Production Service". This is the first group standard in the fruit cut industry, which can give better guidelines for the development of fresh fruit merchants, and also allows consumers to be more at ease and rest assured that this year consumers can be more at ease and rest assured.

This July, is Hungry? Along with the Jiangsu Lobster Association, the "Alibaba Local Life" Sunshine Cracmers "Commodity Information Display Requirements" is released to solve the "lack of two less pounds" and "graphic inconsistency" of takeaway crayfish The problem, many well -known crayfish chain brands such as beautiful steamed shrimp, Shanghai Fat, and Red Armor, are the first batch of cooperative merchants, and joined the "Sunshine Crayfish" project.

The AI ​​dish analysis system launched by Hungry is "Hungry", taking the king of Yonghe as an example. It is precisely because the hungry Xiaowei conducts a comprehensive diagnosis and analysis of it. Tea eggs single products have also become the favorite of takeaway customers.

The "ice cream assassin" phenomenon has caused many consumers this year. Beginning last summer, Hungry was the first to launch a "melting compensation" service in the industry. This summer, the service has covered more than 40,000 national offline stores. The growth of takeaway ice products in many cities has achieved overtaking.

This is why, Ali stated in the latest quarterly financial report that has just disclosed that this quarter is hungry? Continue to focus on the improvement of user operations and operating efficiency of key cities. Continue.

The battle of local life has no midfield mode. In the post -epidemic era, not only the strength of marketing activities, the speed of performance service, but also the thickness of the platform's infrastructure capabilities and the creation of long -term value. This test is the endurance of the platform in countless details. And perseverance.

Hungry is "awakening forces". According to insiders, accompanied by organizational innovation, there was an internal question of "source power", which is the initial question. What is the power of the company? It also gave an answer that "promoting scientific and technological innovation and advancement with the ecology; rest assured, reaching on time, making life simpler and happier".

At the moment, the "basic capacity building is the core, long -term value creation is the starting point", "the strategy has not shaken for three years." Under the strategic fixed force, enter the development track of healthy growth.

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