How to solve the activities of takeaway no profit

Takeaway "full reduction to fight the world" ushered in the trough, merchants do activities no profit, do not do activities no business, where is the problem?

Driven by the discount subsidies of the early platforms, the marketing methods of full reduction, discounts, red packets against cash have been well known, and every family is doing it. The takeaway market has developed so far, it is clear that there is no full reduction, no takeaway.

But recently there are many restaurant owners have encountered a problem, the takeaway full reduction to beat the world seems to be unworkable.

One, the road to takeaway encounter threshold

Do activities no profit, do not do activities no business

In recent years, the takeaway platform covers a wider and wider range of groups, which has both advantages and disadvantages for businesses. The wider the coverage of the platform means that people's acceptance of and dependence on the takeaway market is growing, and there are more business opportunities.

But in the early days of the takeaway market to expand the flow of discounts, now the consumer group is close to saturation, the subsidies will naturally be different, the rules of the business cost is difficult to control, to do the activities of the low profits, do not do the activities of the business, relying on the full reduction of the long term to keep their customers, obviously more difficult.

1, full reduction of low profits, the effect is difficult to meet expectations

Some takeaway merchants discount all day to do full reduction, but still have profits, its price customization of the heart is actually traceable. For example, most of the merchants are now multi-stage full reduction, divided into diversion file, single file and single file, for different consumer needs gradually improved.

But relying on the full reduction of thin margins, ultimately, we must look at the consumer to buy or not to buy, attracting fewer consumers, the space for profit is not big.

For example, some merchants want to take advantage of the opportunity to increase the unit price, set the full reduction activities seem to be more discounts, to get a single to enjoy the benefits, the actual price of goods is higher. However, consumers also understand the set, often only look at the actual price, do not look at the full reduction.

2, their own activities, consumer loyalty is not high

In addition to participating in the platform full discounts, there are also merchants to do their own marketing activities.

There are merchants with the help of gifts with meals, meals are not heavy, consumers like, in a period of time will form the habit of consumption. But this practice has its drawbacks, the need to continue to invest in costs. Takeaway consumer groups on the brand loyalty is often not high enough, businesses want to keep consumers on their own brand of heat, but also to shift their attention to the quality of the takeaway itself.

Second, the problem deconstruction: there is traffic, why do not lead to profit?1, the platform traffic bidding promotion improper

The bidding promotion function of the takeaway platform can help the boss to improve the exposure of the store on the platform as well as the number of clicks, so as to improve the ranking and increase turnover.

Some business owners often use bidding promotion during the lunch hour, and the traffic is high, but the day's budget is also quickly spent. There is actually a lot of untapped potential space in between.

For example, before doing the promotion, you can test the effectiveness at intervals to find the most suitable bidding price. Sometimes the lunchtime traffic promotion is too competitive and the results are not ideal, so it is better to divide the budget into the afternoon tea and late-night snack time.

2, the traffic is difficult to convert into re-purchase

Merchants to do full reduction activities, may be because of the discount to attract a group of new customers, but this group of new customers is not necessarily their own brand of long-term customer base, which leads to the traffic can not be converted into re-purchase, but just to invest in marketing costs.

Early full reduction is conducive to the brand to attract traffic, but later loyal customers need to be cultivated up in many ways.

Three, takeaway merchants how to cultivate loyal consumers

Takeaway full reduction can bring great attraction to consumers, but also because it does hit the consumer's itch for affordable prices, to meet their needs.

But in the second half of the takeaway competition, can merchants still support the discounts to nourish fans? The competitive focus of takeout needs to start from consumer demand and tap into some new ways to play in order to cultivate its own loyal consumer base.

1, enhance brand discourse

A data report shows that in 2017, more than 1/4 of takeaway orders came from well-known brand merchants. With the rapid development of takeaway, the brand's right to speak will be further strengthened. So how do some small and medium-sized takeaway businesses build their own brands?

I asked my friends around me, and almost all of them have an initial impression of the business from the first sight of the logo. Whether the pictures in the store look clean, hygienic and toned down can also be a factor influencing purchasing behavior.

In a matter of seconds, the brand image of a takeaway store can affect a single business. Therefore, the brand image of a takeaway store is extremely important, both to attract customers quickly and to demonstrate quality.

Businesses can also put brand stories in their stores. Stories are good for communication, and the closer the brand story is to the target consumer group, the more it can trigger their ****ing.

2, focus on product quality

Hungry Mou merged with Baidu takeaway, takeaway pattern has gradually emerged. Recently, a major new action in the takeaway market, Baidu takeaway renamed Hungry Star Select, from the brand value and scale effect, authoritative certification, popularity index, service and word of mouth and other five dimensions of the assessment of merchants, the score of the top 10% have the opportunity to become a star-selected merchants printed with a star label.

The trend of quality takeout is showing up, and consumers have higher needs and demands for takeout products.

Small Yang Shengjian, a decades-old restaurant popular in Shanghai, has gradually gained a foothold in the takeout market in recent years, but it offers only one discount for new customers. In addition to its category dominance, Xiao Yang's takeaway success also lies in its stable product quality and constant product innovation.

3, the experience of iterative upgrading

The service experience of the takeaway scene is more about the packaging of the product, the quality of the product with or without damage. The functionality of the takeaway packaging, as well as takeaway products to consumers to convey the information can become a good value to influence the customer dining supplies table mats and so on.

Secondly, from the consumer dining scenarios, such as one-person food, family and friends get-togethers, office workers, and so on. For different consumer groups, the introduction of different packages, can also effectively increase the price of the customer.

4, sub-groups of efficient marketing

Marketing is not a wide net to buy volume. A lot of merchants do activities, see their own shoppers come and go, but do not know his characteristics, order frequency and so on. The first thing you need to do is to understand your customers.

Recently, the Hungry Mouse platform has a new customer sub-group function, through the label filtering you can get the desired group of customers, such as high-value customers (often order and high price of a single customer), silent customers (two months before the order was not patronized)

Divided into groups of customers with their own distinctive consumer characteristics, through the consumption of analytical analysis of the problem of the pain, and then use a variety of tools to assist in the fight! Pain points, activity investment costs can be more reasonable and effective.