Many bosses follow suit and engage in full reduction activities, resulting in more orders, but they lost tens of thousands a month. Why? It is said that a good takeaway shop saves rent and labor. How can others make money and I lose money? ?
Takeaway operation is actually skillful, and it is definitely not blindly following the trend. If you want to make a good takeaway, you must master the correct posture and skillfully avoid the misunderstanding of takeaway management, so that you can really make a profit. Next, this paper summarizes the high-frequency problems encountered by 15 bosses in the process of take-out, hoping to help everyone.
? 1, 18 kinds of take-away activities, how to match them most effectively? ?
Many merchants think that the richer the activities, the higher the traffic of store ranking, which is a big operational misunderstanding. In fact, the more activities the better. When setting up activities, we must be friendly to customers and have customer thinking, so that customers can feel that the most direct and favorite activities are the most suitable activities. So what activities do customers usually like best?
The data shows that customers' favorite activities are full reduction first, then reduction, then membership, and finally discount. In fact, many customers are not sensitive to other activities at all, as long as the activities that the store chooses to match are the most sensitive and favorite of customers. ?
2. What is the most valuable function of kangaroo store manager? ?
Many bosses are using kangaroo store managers, but in fact, its most valuable function is that you can see the hot search words in your city, the hot search words in your business circle and the keywords that customers can search for your store.
This is where the kangaroo manager can really use it. If the boss is the person in charge of a brand or city, he can also look at the hot search words in his city and see what opportunities his brand direction and product direction have. ?
3. How can store traffic be better than other stores? ?
The ranking rules of the Meituan platform have been updated, and the bosses only need to grasp the following three key nodes. ?
One is to place an order immediately, and the take-away platform will grab and put it in front according to the current time period, the number of stores entering the store or the number of stores entering the order. At this time, the platform will default that customers like your store, and your service ability is better.
The second is the recent single volume trend. If the recent single volume growth trend of your store is benign, then the exposure trend will also increase.
The third is the comment score. The take-away platform will judge whether the merchant can really serve the customer and create a good experience for the customer from the comment score.
As long as the bosses grasp these three cores, your home's traffic will be better than other homes. ?
4. Is there any chance for the pure takeaway shop? ?
Why are many bosses not optimistic about the future development trend of pure takeaway shops? Today, I will tell you an inside story: Meituan will grade merchants, and different levels of merchant traffic support are different. ?
First of all, when the platform is pushed, in order to make the customer experience better, the stores will be divided into four categories:?
Class A stores refer to stores with particularly strong online operation ability, high conversion rate, large volume and excellent offline reputation, service ability and taste;
Class B stores refer to those that are not good online and good offline;
Class C stores are very good online, with a very high turnover or even millions of stores, but there are no offline stores;
Class d stores are stores that are not good online or offline. ?
At this time, the platform will give priority to the distribution of traffic to Class A stores, followed by Class B stores. The purpose is to make the food eaten by customers safer, more hygienic and better overall experience, rather than saying that brands can be built only by online traffic and fancy marketing. The platform will not promote such stores because they are not friendly to customers. So, do you think there is still a chance for the pure takeaway shop now?
5. Is it effective to set a collection for drainage products? ?
Bosses should not blindly follow the trend and set drainage products as collections. They still think the effect is quite good, but it is not like this. ?
After some merchants directly changed the collection into drainage products, the order conversion rate became higher. Because the core purpose of making drainage products is to attract customers to join the shopping cart quickly, so that the order conversion rate will be high, but bosses set a threshold-you can't buy directly, you must collect it first. Once you make this request, your product will have a low sense of value, and customers will walk away directly. If you must collect money, you can refund the voucher, but don't set any threshold for drainage products! ?
6. What problems should I pay attention to when setting drainage products? ?
First, there is no threshold, don't let customers collect;
Second, it is valuable. Many stores make rice, mineral water and drinks into collections, but in fact, the sense of value is not high for customers, because its value is only two yuan, so the drainage products must be selected to make customers feel that they are cheap before placing orders;
Third, the actual payment price must be low. Don't buy goods for a penny, so that customers will actually pay a high price before they leave. ?
7. How can actual delivery be improved? ?
For example, how to improve the take-away payment, the four stores under this brand have made the take-away payment from 400,000 to 654.38+0.25 million. ?
Total * * * is divided into 9 steps:?
① Change the product design online;
② Change pricing;
(3) Changing the collocation of activities and activities;
④ To calculate the online profit and loss model, we must first ensure that the online paid-in gross profit margin reaches the standard after a set of pricing and activity match.
⑤ Menu structure planning;
6. Do a good job in brand positioning, open the gap with pure take-away stores, and not fall into price competition.
⑦ Optimize the offline movement to shorten the delivery time.
8 shorten the packaging time.
⑨ Changes in the organizational structure of take-away personnel stores, including posts, responsibilities, processes, standards, promotion incentives, continuous training and internal innovation, etc. This is a very important link that bosses tend to overlook.
After this whole set of actions is completed, the take-away revenue can achieve a good result. ?
8. How to design the packaging to start the explosion quickly? ?
We often find that many bags can't be sold or exploded. Why? ?
The reason is that many merchants match the staple food A with matched commodities B and C, and then match the staple food A with matched commodities B and D, and then the price difference of the customer's unit price may be only 1-2 yuan, resulting in the customer finally not knowing how to place an order, and at the same time, the sales of all packages are particularly even, the explosive packages are delayed, and the order conversion rate is relatively low. These are the easiest misunderstandings in packaging design!
The above are the common misunderstandings summarized in the actual operation process and dry goods operation. I hope that you will not be confused by appearances in the future, and you should look at takeaway more rationally and comprehensively. Only when you re-establish a correct understanding of foreign sales and make each operation link interlocking can your store really stand out.
No duck component was detected in the blood of Xiaolongkan duck?
Actually, it comes from a small workshop with a monthly output of 5000 Jin.
This year, 3 15 Xiaolongkan was exposed to unlicensed employment and major food safety hazards, which has been frequently questioned by netizens for a long time. However, just recently, the news program "Lightning Tentacles" broadcast by Shandong TV exposed the shocking truth that Xiaolongkan Hot Pot Restaurant sells fake duck blood.
In the program, the undercover reporter applied for a job as a waiter in the lobby, and mixed into the kitchen of Xiaolongkan Weidong Xindu Store to investigate the food safety situation. It seems that there is something wrong with the fresh duck blood in the store.
Enthusiastic kitchen staff repeatedly stressed to undercover reporters that it is best not to eat fresh duck blood in the store, because it is not pure, and it is sold at his home (manufacturer).
After purchasing a fresh duck blood from Xiaolongkan Weidong Store, the reporters sent it to Shandong Food and Drug Inspection Institute for inspection, and found that the so-called "fresh duck blood" did not detect duck ingredients, but detected chicken blood with lower cost and higher probability of inducing diseases.
According to industry insiders, chicken blood is generally used as a feed additive and rarely used as an ingredient. Moreover, people with special physique eating chicken blood will lead to high incidence and more serious diseases.
Pot-stewed hot pot takeaway brand "Jingpai Lu Xian"
Completed a million-dollar angel round of financing
It has been learned that recently, the pot-stewed hot pot takeaway brand "Jingpai Lu Xian" has completed a million-dollar angel round financing, and the investor is Cui Yongquan, general manager of Hanjian Real Estate. It is reported that this round of funds will be used to expand stores and team operations.
The pot-stewed hot pot brand "Jingpai Lu Xian", which focuses on the retail mode of light asset takeaway shops, has opened four stores in Beijing, which are located in Sidaokou, Sanyuanqiao, Shuangjing and Liangxiang.
Consumers can receive the bottom of the pot, leeks and hot pot ingredients after placing an order through a take-away platform such as Meituan or Hungry, and they can eat hot pot at home by heating with a rice cooker. At present, "Beijing fresh braised beef" is mainly beef brisket hot pot. The bottom of the pot consists of 400g of braised beef and 600g of hot pot soup. Rinse vegetables include chicken feathers, spinach and peanut bud, and the ingredients of hot pot include shredded konjac, vermicelli, kelp and bean skin.
Youyou Food's net profit increased by 46% in the first quarter?
The annual salary of Chairman Lu is 65,438+0,086, 600 yuan.
On the evening of April 27th, Chongqing Youyou Food (603697), the king of soaking chicken feet, released its 2020 annual report, with revenue of 654.38+93 billion yuan last year, up 8.40% year-on-year. Realized a net profit of 226 million yuan, a year-on-year increase of 26.12%; Net profit after non-deduction 1.9 1 billion yuan, up by 9.73%, and basic earnings per share was 0.74 yuan. It is proposed to distribute cash bonus 3.2 yuan (including tax) for every 10 share.
Youyou Food also released the quarterly report of 202 1 1, achieving an operating income of 28 1 10,000 yuan, a year-on-year increase of 33.94%; The net profit returned to the mother was 600,665,438+10,000 yuan, a year-on-year increase of 46.15%; The net profit after non-deduction was 56.2443 million yuan, a year-on-year increase of 372. 1%. In 20021year, Youyou Food expects its operating income to increase by no less than 10% year-on-year.
On April 27th, Youyou Food closed at 18.32 yuan, down by 3.53%, with a turnover rate of 6.66% and a total market value of 5.645 billion yuan.
Quanjude lost more than 50 million yuan in the first quarter.
Start placing large and small dishes and lower the threshold.
The first quarterly report of 2020 released by Quanjude on the evening of April 28th shows that the company achieved sales income of 205.652 million yuan in the first quarter of this year, up by 65.438+04.09% year-on-year, but it still lost more than 50 million yuan-the total profit was-50.894 million yuan, and the net profit returned to the mother was-47.0852 million yuan, down by 4.65438+yuan year-on-year.
In the face of business difficulties, Quanjude has begun to launch a new unified menu in direct stores in Beijing, and has begun to set up large and small dishes in the new menu to lower the threshold, hoping to get more customers' patronage. Previously, Quanjude had cancelled the service fee and adjusted the price of vegetables. In this regard, some analysts believe that time-honored brands should keep pace with the times, take the initiative to change, and better adapt to the current mass catering needs.
The financial report also shows that in the face of operational difficulties, Quanjude's sales expenses in the first quarter were reduced to 844.0 1 10,000 yuan, a year-on-year decrease of 60. 1%.