Yuku, headquartered in Tianjin, is characterized by "live fish roasted". At present, there are more than 211 stores in China, with the largest number in Tianjin and Shanghai. More than 211 offline stores are directly operated stores, covering core consumption scenes such as department stores, residential communities and hot spots. At the beginning of the year in 2122, Yuku decided to officially carry out private domain operation based on national stores. For offline chain stores to be private, the core is to coordinate with the stores to ensure that the implementation actions are 111% in place. After in-depth investigation by the marketing department and the operation center, we finally reached a cooperation understanding with the small fission private domain operation team. The small fission team assisted Yuku to build and implement the overall private domain system, and deeply linked the stores. Through the private domain operation strategy, improve the repurchase of private domain customers and the stickiness with the brand. After the beginning of the year, the small-fission private-domain operation team started the research tour of Yuku Store "going north+going south". Since March 2122, the small fission private domain has officially started the operation and trading service of Yuku Project. Nine months have passed, and what is the result of Yuku's current private domain? What experience can be reused by more brand businesses? We have an appointment with Yan Yangtian, the trader of the Fish Cool Project, to share with us the way of private domain management of chain catering brands, which is very worthy of reference by brand merchants in stores, restaurants and offline formats. 11 Private domain community binds stores, and timely service becomes the key. (1) Every store has its own "Fish Cool". There are more than 211 stores in the country, involving the north and south regions. At the beginning of the project, we found that there are great differences in stores, dishes, marketing activities and customers' dining habits in different regions, and it is difficult to operate all customers through the headquarters. Therefore, we formulated the operation strategy of store+customer service number+store community, and created the IP image of "Fish Cool", so that every store has a "Fish Cool" to serve its customers in depth. At the same time, an exclusive community is established based on the store. After users add friends, they immediately push the rights collection portal and join the group link. Fish cool IP image, customer joining process (2) Community+circle of friends operation +1V1 group sending, the priority and order are based on the big strategy of private domain binding of stores, and the overall private domain operation of Fish Cool is mainly based on community operation (three times a day), supplemented by circle of friends operation (one per day), and 1-to-1 group sending will only be enabled when it is a super major event, generally once a month. SOP for community operation (part of it) is a catering format represented by grilled fish, which is in the category of medium frequency and medium customer unit price. The daily private domain operation is mainly to enhance customer stickiness and enhance customers' repurchase. New product introduction, preferential recommendation, welfare day activities, interactive question and answer and so on are all very suitable. Community interactive content (3) Store research: In-depth insight into customers and timely response. Friends who have experienced in the operation of the catering industry know that at the peak of dining, all positions in the kitchen and lobby of the store are in a high-speed operation stage and very busy. At this time, how to get away and pay attention to the problems and trends of private domain customers? Pre-store research is very critical. The customer survey table (part) can understand the store staff's understanding and use of corporate WeChat through the previous survey, and deeply analyze the difficulties in the combination of corporate WeChat work and daily work. The distribution time of the store's peak passenger flow, the offline work of the store staff, the customer's movement after entering the store, the whole process from entering the store-taking a seat-ordering-checkout, the consumer's dining preference and frequently asked questions need to be fully confirmed during the project investigation period. Based on sufficient investigation, we have made the following strategic responses: ① The marketing time of friends circle and community should be earlier than the dining peak of the store. For example, the push time of the community can be 11:31-11:11 in the morning and 4:31-5:11 in the afternoon. At this stage, the busyness of the store is relatively controllable, and employees can make free hands to send messages and reply to basic information. ② Set up a community welfare day, which is exclusive to the community. Set a day every week and give away dishes at random. Through the preferential activities of fixed nodes, we will lock in the preferential and price-sensitive people and concentrate on consumption. 12 offline full scene drainage, material bait design has a knack. After five months of operation, the total number of customers of Yuku Enterprise WeChat is nearly 851,111, with a net increase of nearly 531,111 users. The drainage rate of offline stores is as high as 83.77%. After adding friends, the group participation rate is over 45%, and the average monthly activity rate of the community is as high as 41%. The unexpected increase in customers and the active effect of customers are inseparable from accurate customer drainage. In Yuku's offline store, standing sign+table sticker+hand card has become a "three-piece set standard". From the moment the customer enters the store and sits down, the clerk introduces the rights and interests, operation methods and collection paths of the code scanning benefits. 31 yuan vouchers, snack products and discount rights are all bait for drainage. With the table sticker, it is placed in the popular position of scanning code list to obtain accurate and efficient traffic exposure. After adding friends, customers need to enter a small program to get coupons. At the same time, they register as members of Yuku, and then they can carry out more refined membership marketing. At the same time, users can experience and enjoy quick services based on applets, such as food reservation, coupon purchase and so on. How can a busy shop assistant become a master of private domain operation? In traditional formats such as catering and retail, many employees' private domain operation thinking is not comprehensive and sufficient. How to fully turn the decision of the headquarters into the implementation of employees, so that employees can also make 81 points of private domain operation, is another key of the project. In the private domain project of Yuku, Small Fission assisted Yuku Headquarters, and achieved satisfactory expectations through four methods: perfect training, sample video, data tracking and material synchronization. (1) Based on the perfect training in large areas, it is necessary to be neat in operational thinking to implement shop assistants from the shallow to the deep. Perfect offline training can help employees understand the value of private domain more quickly, and simplify the complicated operation strategy into a 111% coordinated action. From the basic use of enterprise WeChat to the depth of private domain, from the necessary actions of stores to the practical methods of improving efficiency and optimization, we assist Yuku to carry out training based on each region, covering all the people of regional managers, supervisors, store managers and shop assistants, and let employees know the value and practical methods of private domain from top to bottom. Enterprise Wechat Training Courseware (2) Shooting demonstration videos to reduce the learning difficulty. In the early stage, the customer's moving line after entering the store was investigated to understand the customer's moving line habits and the workflow of the store staff. Combining these two aspects, the execution action and standard speech of offline drainage were embedded into the offline scene. How can every employee clearly grasp the words, skills and time points of private domain drainage in stores? In addition to training, we also designed a special demonstration video. The demonstration video was recorded by the staff of Yuku offline store according to the standard speech. Through the recording of real-life content, employees in stores across the country can learn speech skills faster and reduce the difficulty of learning. Video of the store inviting customers to join the group (example) (3) Data tracking, whether the acceptance execution is in place, monitoring the core data such as new customers on a daily basis, and counting the new users, new users' joining rate, community activity rate and user retention rate on a weekly basis. Through data changes, we can see the store's implementation completion, trace the reasons, and continuously optimize the store's diversion materials, staff implementation and staffing arrangements. In this process, it is necessary for the store manager and the person in charge of the region to supervise the implementation to ensure that the drainage action is in place. Statistical table of private domain data of each region (4) Material synchronization, reducing the difficulty of employees' operation. The community operation and circle of friends based on the store are all provided by the headquarters with community copy and sent materials; Friends circle materials are also provided by the headquarters, which reduces the implementation difficulty of store employees. At the same time, through the smart circle of friends function of small fission SCRM, employees can send the task with one click when they receive it. After receiving the release task, employees can click to send it (example). 14 Private domain operation is a three-step process. How can the catering industry land efficiently? Before cooperating with the small fission team, many stores of Yuku have consciously taken the initiative to add customers as friends, but there is no systematic operation strategy support. In cooperation with small fission, we have formulated a three-step private domain strategy in a one-year cycle. The first step is to set standards. Through the operation strategy of 1-2 months, the IP positioning of private domain, community operation standard and operation execution action standard are established. Let all stores, according to the standard strategy, carry out the action of private domain operation, and move first! The preliminary criteria are as follows: excellent criteria: drainage rate 71%, retention rate 85%, group participation rate 41% and group activity rate 41%; passing criteria: drainage rate 51%, retention rate 71%, group participation rate 25% and group activity rate 21%. Step 2, establish a model. After 3 ~ 4 months of private operation, select 1-2 most representative stores in each region as benchmark stores, and other stores in the region learn from the experience of benchmark stores to catch up and align. Why not choose 11% stores in the head, but choose stores based on the region? Because the stores in different regions have great differences in marketing budget and operation, it is fairer and more incentive to choose according to the regions. In the third stage, the global data is opened, and accurate data is opened and matched. 15 Conclusion Looking at the private domain process of Yuku in 2122, it can be described as hearty. Finally, our traders deeply shared the core experience of private domain operation based on the catering industry, expecting to help more brand businesses and achieve better actual combat results. Some of the best experiences in the above-mentioned Fish Cool projects are shared, and we look forward to helping more brand businesses in the catering industry to sort out the perfect operating SOP and private domain marketing programs and realize the leap in customer operation efficiency.