On October 8th, 1991, Guanghua Restaurant, the first McDonald's restaurant in mainland China, was grandly opened in Guanghua Road Commercial Pedestrian Street. McDonald's has entered the China market for 25 years. In October 2115, McDonald's announced its third quarter financial report as of September 31th. Same-store revenue of stores that have been in business for more than one year in the world increased by 4%. The total revenue of McDonald's in the third quarter was US$ 6.6 billion * * about RMB 41.952 billion * *, of which the same-store sales of McDonald's China increased by 26.8% year-on-year. Then let me take a look at it with the readers.

1

Changing marketing techniques and landing mobile payment

2115 was a year in which mobile payment blossomed everywhere, which not only brought convenience to consumers, but also made merchants have a more vivid image description of consumers' characteristics. Xu Cong told the reporter of "Successful Marketing", "In 2116, McDonald's will continue to communicate with consumers with the brand of" Let's be together "and constantly update its products and services with the changes in lifestyle. We have installed self-service ordering machines in restaurants in major cities, so that consumers can conveniently and easily complete ordering and payment steps through smooth touch screens; In cooperation with Alipay and WeChat, we plan to promote the mobile payment function to cover major cities in China in 2116. Using internet technology to order food by mobile phone-picking up food at the store, etc. Using digital technology and digital brand communication methods will save consumers a lot of time waiting in line, create closer links with consumers and enhance the consumer experience. "

McDonald's announced that since February 3, 2115, more than 231 McDonald's restaurants in Beijing will have full access to WeChat payment, which is the third city with full coverage. It is estimated that more than 2,211 McDonald's restaurants will be covered in the first quarter of 2116. Xu Cong told reporters that cooperation with WeChat payment can bring more convenience to users. "In the future, we will also take' WeChat official account+WeChat Payment' as the core, and use the big data behind O2O to understand the behavior of consumers and provide customers with more convenient services and personalized experiences beyond payment."

Xu Cong said that when consumers go to McDonald's stores to spend money, they can only know the amount of each consumer's spending, but they can't draw a portrait for the users. But now, through the big data behind Alipay and WeChat payment platforms, after counting users' buying habits, it can help McDonald's bring more accurate drawings to users, which can't be done before, and this is also a way to promote accurate marketing. The most important thing for consumers to effectively accept the promotion of new products is to naturally recommend what they want, rather than impose it on consumers. For example, "when the data analysis shows that this user is a consumer who prefers French fries products, he can recommend it when there are new products or promotional activities of this category." The marketing experience brought by this is completely different, and such data analysis can be realized in future platforms. "

mobile payment meets consumers' demand for convenience in a fast-paced life with its convenience and high efficiency, and it also saves the trouble of finding cash and having no change. At the same time, platforms such as WeChat and Alipay provide payment and voucher card functions on the basis of a large number of users, which can quickly transmit relevant preferential information to consumers. The cooperation between mobile payment and McDonald's will help to improve the ordering rate during the peak meal period, and it is also expected to accelerate the realization of O2O closed loop.

According to public information, in September 2115, McDonald's China and WeChat Pay announced their comprehensive cooperation in digital dining experience, and 172 restaurants in McDonald's Shanghai took the lead in accessing WeChat Pay. On 11/17, the world's first McDonald's WeChat payment flagship store landed in Guangzhou.

2

Upgrading the coupon system to create a complete O2O closed loop

Sakura Parkour is actually an online evolution of McDonald's coupon form, and coupons have always been an important means used by McDonald's to attract consumers.

McDonald's China told reporters: "In the United States, customers who use iPhone 6 can already use Apple Pay to pay at McDonald's, or enjoy the convenient service of placing an order first and then picking up the meal at the restaurant. We have been making many industry-leading attempts. In China, in addition to our own research and development of Maile's mobile phone ordering APP, we also have various cooperation and attempts with companies such as Baidu, Tencent and Alibaba. In addition to the cherry blossom cone parkour cooperated with Baidu Map, we used the payment and coupon card package function on WeChat, and Mai Coffee also had many attempts in Alipay and Tmall Mall. "

When the mobile payment terminal is mature and widely used, McDonald's can finally realize the closed loop of O2O in China. Through payment data, McDonald's can accurately mine user transaction information and analyze consumer behavior. Users' consumption frequency, frequented stores, single consumption amount, food varieties and other information can be summarized and sorted out, and then personalized coupons can be pushed to them. For example, discount coupons for products they are keen to buy can be sent to frequent customers, free exchange coupons can be promoted to customers who have frequented but have not consumed new products, and coupons for products they have frequently bought in the past can be sent to customers who have not patronized for a period of time. Personalized coupons will realize accurate marketing and increase sales.

Obviously, the cherry blossom cone parkour activity launched by McDonald's is just the beginning. We can see that traditional enterprises gradually embrace the Internet era and start new models, and Internet technology also provides many possibilities for integrated marketing.

Several stages of the development of McDonald's coupons:

The first stage: paper coupons. McDonald's coupons were first distributed by printing paper, which was not only costly, but also time-consuming and inaccurate.

the second stage: download the coupons on the website, and present them at the store to enjoy the discount. But it can't effectively collect consumer information.

the third stage: McDonald's in group buying mode. Since its birth, group buying has gradually become an important mode of online marketing. However, in order to attract consumers against competitors, many domestic group buying models adopt inconsistent online and offline pricing strategies, which runs counter to the integration concept advocated by O2O.

the fourth stage: social marketing. McDonald's regards Weibo as a platform to interact with consumers, and integrates online and offline through a series of activities. For example, consumers can get SMS coupons by sending Weibo with topics related to the activities, and then show them at the store. Through Weibo, McDonald's can collect users' forwarding, comments and reading habits, so as to analyze consumer behavior.

III

Creating Spreading Events through Online Coupons

According to the analysis data of Mintel Consulting, home cooking is becoming popular on the Internet, and more and more mobile applications and social media have launched various services to help consumers cook at home and platforms to share professional restaurant recipes. Online and offline, from the frequency of fast food consumption, 34% of fast food consumers often eat Chinese fast food several times a week, while only 28% of consumers like to eat foreign fast food several times a month.

"In the past year, McDonald's cooperated with Internet companies in China-Ali, Tencent, Baidu and Sina." Xu Cong gave an example. After the new cherry blossom cone is launched, Baidu Map will randomly push information to runners: "Do you have a cherry blossom cone, do you want to collect it?" With the help of navigation, if you can reach McDonald's dessert station within 1.5 minutes, users can get 1 cherry blossom cones for free-behind this is the mobile positioning technology of the map.

Xu Cong believes that digital marketing affects not only the form of communication, but also McDonald's electronic coupons can quickly promote consumption with the help of digital marketing. Such marketing, McDonald's has also carried out related exploration. "The format of McDonald's is actually different from most other industries. It is a high-frequency and low-amount consumption behavior-the average meal cost of each consumer is about 31 yuan, but compared with other industries, the purchase behavior is very frequent. Therefore, coupons are a rigid demand and can quickly improve the effect of digital marketing. " For McDonald's, coupons are not only in the sense of pure sales, but also attract consumers' attention. In particular, McDonald's often launches new products, but the cycle of many new products is very short, so it is necessary to let more consumers know about these new products in the fastest way, and with the help of coupons, it will become a spreading event and create better marketing effects.