2122 will be the first year of the awakening of private catering traffic. Seeing more and more catering enterprises betting on private domain traffic, many catering brands have put down their bodies and joined in. But what is private domain traffic? Many diners don't know. Everyone is even more unclear, and there are still many pits in it. If it used to be an era when everyone fished in the ocean together, it would be an era when they built their own fish ponds to raise fish. This involves the "private domain traffic" that is very popular today. 1. Private domain traffic is a systematic project. Many catering operators have a wrong cognition that doing private domain traffic means attracting people, building groups and advertising. This kind of wrong cognition makes them spend a lot of time doing private domain traffic, but the result is not transformed, and many groups have become dead groups. The reason for this cognition is that many catering people do not regard private domain traffic as a systematic project. Private domain traffic is a set of traffic solutions for different purposes. There are at least six purposes of using private domain traffic, namely drainage, retention, active powder, realization, repurchase and self-propagation. There are a series of methods hidden behind each purpose, and the methods are different for different purposes. After years of exploration, the market has given us many complete cases to learn from. For catering bosses, what they need to do is to distinguish clearly the stage of their own private domain and the goals they want to achieve, to find reference cases and formulate methods in a targeted manner. 2. You can't imitate the private domain. You should learn from the catering boss purposefully. When doing private domain, you must be clear about what you want to achieve and what kind of goals you want to achieve, so as to avoid copying the mistakes of others' methods only when you see that a certain brand or a certain store's private domain is very hot. Just like many hot pot restaurants in the past, when they saw that the service of Haidilao was on fire, they copied it. In the end, they learned nothing, but delayed their business. 3. Private domain is not only an "opportunity" for big brands, but also for small and medium-sized brands and shops. Many catering operators want to try to imitate when they see big brands doing private domain. After imitation, they find that the capital and manpower invested by big brands in private domain can't afford it at all, so they have the cognition that private domain is an opportunity for big brands, and small and medium-sized brands can't play. The fact is, private domain is everyone's opportunity. Big brands have a huge market, and they need more traffic to support their profits. Playing private domain will be more complicated and elaborate, and the cost and manpower involved will be more. What small and medium-sized brands need to do is, according to the actual situation of their own stores, make clear what kind of purpose we want to achieve through private domain, and formulate a private domain game that suits us. At first, it doesn't need to be too complicated or invest too much. First, we should run in small steps, iterate repeatedly, and then roll bigger and bigger like a snowball until it grows into a towering tree. 4. How to do private drainage in the catering industry (1) Offline drainage A customer will generally go through several links when he arrives at the store, such as entering the store, taking meals, ordering food and dining. These links can be set up with corresponding posters for drainage. A. Entering the store: When consumers enter the store, the first thing they see is the front door of the store and the location next to the entrance door. So these two places can be our drainage points. Take my own personal experience in McDonald's as an example. When entering the door, we can see a horizontal poster posted on the glass door of the store, with the slogan "9.9 yuan enjoys a 41% discount, return to the book once, and use more provinces" as a gimmick to attract consumers to scan the code and enter the WeChat applet. After entering the door, a Yi Labao was placed next to the gate, informing users that they were jointly doing activities with Coca-Cola recently, "Buy a big set meal and get 1 free Coca-Cola cups" to guide users to download the APP. B. Ordering and taking meals: During the peak meal period, consumers often queue up at the bar. At this time, if there is a sign on the ground of the store to guide consumers to order food on the private platform, it can not only reduce the work pressure of employees, but also save the queuing time of consumers and alleviate the anxiety of consumers when ordering food. Some brands will ask waiters to recommend consumers to join the enterprise WeChat group in the form of welfare when users take meals. Consumers generally don't refuse when they hear that there are benefits. (2) Online Drainage Take Ruixing as an example. Ruixing's existing traffic platforms include APP, WeChat official account and Community, and each platform has huge traffic. A. WeChat official account Diversion: Luckin Coffee has at least one million fans, and the reading volume of every headline article of Guanwei is almost million+. In order to introduce the traffic of the public number into the enterprise WeChat group for more refined operation, Ruixing often conducts diversion through a series of welfare articles. A welfare tweet that receives coupons has a reading volume of over million+,with a conversion rate of 1% as the minimum, and there are also 1,111 people. B. applet diversion: on the homepage of ruixing applet center and personal center, two icon and a banner appear in the most conspicuous places, which will directly display discount information to attract consumers to click into the diversion page. When consumers enter the drainage page, they will see a copy and a QR code, which can be added to the corporate WeChat of the lucky camp staff to ask for benefits through guidance. In this way, Ruixun's operators will pull it into the private domain group to obtain benefits. C. Community Drainage: When the brand's community already has a certain fan base, people around fans can join the group to achieve fission drainage. Welfare officials in Luckin Coffee will often split small programs in the group to guide fans and friends to join the group. Every time a consumer brings two friends to join the group, he can get a 3.8% discount. Finally, it should be emphasized that private domain traffic is effective in the final analysis. No matter how many people in the industry say that private domain is necessary, everyone should keep calm. Because the purpose of doing private domain is to get customers, make profits and repurchase brands, if it doesn't work, don't spend too much energy on private domain traffic. Maybe you will get better results by investing money and energy in other aspects. Generally speaking, it is an important but long process to build and operate the brand's private domain traffic, which is the same as operating the whole catering brand. At the same time, it must be aimed at the effect. If it is not effective after completion, it is just a decoration.