In the short term, there is the influence of epidemic prevention normalization behind it, and the industry with stores as the main mode is facing continuous challenges; In the longer term, with the rise of a new generation of consumers, the consumer demand around the house has been greatly tapped and stimulated. Multi-directional shopping experience optimization has become the key proposition of the whole industry.
Door-to-door service, from 20 14 O2O to today's instant retail, also reflects this industry change: door-to-door service is no longer limited to individual sub-sectors such as catering, coffee and tea, supermarkets, but extended to all retail categories, such as mobile phones and clothing; Moreover, in the first wave of O2O ten years ago, fresh e-commerce companies explored home business and generally chose to build their own APP；; With the rise of takeaway platforms, a large number of brands have laid out takeaway platforms to their homes; In the past two years, more and more brands and businesses have laid out private domains through multiple platforms to find increments.
The data shows that the home business of Alipay applet has entered a blowout period in the past six months, especially in the retail and catering industries. In the past, we have been deeply cultivating the retail industry of offline and e-commerce platforms. In the past six months, the transaction volume of small program home business has doubled year-on-year; Since June 65438+ 10 this year, the number of restaurants accessing Alipay applets has tripled year on year.
What is the reason behind the evolution of the home furnishing industry? Is operating at home equal to take-out? Under the normalization of epidemic prevention and control, how can enterprises establish a set of supporting tactics? How to seize the opportunity of the outbreak of household clothes and open up a new situation of growth?
On April 25th, Future Consumption held an industry seminar with the theme of "Home Economy Era Begins-Home Consumption Welcomes New Opportunities", and invited many brands and platforms including Xibei Youmian Village, Laoxiang Chicken, Luckin Coffee, Jin Dingxuan, Murakami Yiyou, Convenience Bee, Duodian Dmall, Alipay and so on to discuss the opportunities and challenges in the field of home consumption.
For traditional brands, today's industry knowledge is that the traffic is becoming more and more saturated and expensive, it is difficult to attract new customers, the cost of obtaining customers is high, the access channels are limited and the accuracy is low. It is increasingly difficult to achieve double-digit growth on the e-commerce platform; To continue to tell the story of sales volume and user growth, we must explore new channels and broaden business increment.
In the face of normalized epidemic prevention and control, many brands have formed their own style of play, and private domain is the focus of the layout. For example, hometown chickens have begun to make efforts to reach home business, and have been taken out on Alipay applets (currently only in Hefei); For example, Xibei Youmian Village has made great efforts to develop take-away food after the epidemic, and has been working hard to prepare dishes recently, with the goal that private channels account for 20-30% of sales; The scale of private domain of multipoint Dmall has accounted for 70%-80% of total sales.
"Under the normalization of the epidemic, we still have to be close to customers and consider what the real needs of customers are in the home scene. For us, take-out is the overflow of our ability to eat in restaurants, and retail is the overflow of take-out ability. The core things are the same, including Siebel. We are also doing various platforms such as small programs, and the core is still around how to better serve customers. " Sun Yueyang, director of the brand marketing center of Xibei Catering Group, described its layout logic like this.
Lu Lu badminton, the operating officer of multi-point DMALL private domain growth, is frank about the reasons why brands have made efforts in private domain. The real core of the private sector lies in low-cost and free access to users. Lin Li, head of digital retail of Beijing Alipay, believes that the cost of self-built APP and self-developed digital system is too high, and it may cost millions or even tens of millions of investment; In addition, the traffic of e-commerce and take-away platforms has become more and more expensive, and the cost of obtaining customers for enterprises has become higher and higher, which is also a big cost for enterprises, so it has become a more cost-effective choice to be a private domain.
Some people say that the takeaway is coming home soon. Many guests disagree with this view. For example, Zhou Cong, the service provider of brands such as FMCG and IP and the co-founder of Juhui, believes that the take-away service is equivalent to the demand of consumers for selling and placing orders. Door-to-door business is more like integrating or creating a new scene appeal around the existing fan portraits and needs, and combining it with brand scenes to help consumers find more new needs and provide him with more refined services, rather than meeting the take-away needs.
What's the difference between different platforms? Zhou Cong summarized the characteristics of the private domain operation of the two mainstream platforms, WeChat and Alipay: the brand operates on WeChat, and more is the push of tools and private domain operation; Alipay is currently a traffic bonus period, brands can get the support of public domain traffic, and the operation of shopping malls can be quickly established during the cold start. In addition, WeChat is a global user platform. Alipay users are mostly 15-45 years old, and their social attributes are slightly lower than WeChat. However, their purchasing power and acceptance of new things are higher, and users also have a certain understanding of products. When they reach consumers with refined rights, the loss rate of the community is even lower.
The following are some records of the seminar, compiled by the editor of Future Consumption:
"What is the reason behind the layout of private domains by brand merchants? 」
Lu Lu badminton, operating officer of multipoint DMALL private domain growth.
For private domain, its real core lies in low cost, which is equivalent to reaching users repeatedly for free. Private domain channels have become a proportion that cannot be ignored by major businesses.
The pain points of retail industry and monk supermarket include: it is difficult to pull new products and the cost of obtaining customers is high. Secondly, access channels are limited. First, the cost is relatively high. Second, the accuracy of access is not so high and the efficiency of access is low.
In the Internet age, every merchant's competing products are all over China. For the user, his choice cost is extremely low. Why is everyone talking about the private sector now? I still hope that major businesses will improve the quality of existing users while innovating.
Especially for retailers or supermarkets, the consumption frequency is high, and the life cycle of customer unit price is the direction we need to consider. For private domain, private domain is just a name. What we want to achieve is low cost, repeated access and more and more accuracy. Whether you build your own APP or use any channel, you can build effective contacts and optimize my products, no matter which contacts you build, make his contacts more effective and accurate.
Lin Li, head of digital retail of Beijing Alipay, said.
There are objective reasons for the private domain layout of brand businesses, and there are also needs for their own digital transformation.
In recent years, the consumption habits of users have changed significantly, and the epidemic situation has played a catalytic role. During the epidemic period, the number of people who went to the store dropped sharply, and the income from eating in restaurants dropped sharply, which had a great impact on the industry; At the same time, consumers' demand for e-commerce and door-to-door service is growing explosively, and there is a huge room for the development of door-to-door service, so enterprises need the layout of door-to-door service urgently.
However, the cost of building an APP alone is too high. Building a digital system may require tens of millions of capital investment, and enterprises need to spend money to support many programmers. The cost of going it alone is too high. In addition, the traffic of e-commerce platform is becoming more and more expensive, and the cost for enterprises to acquire customers is getting higher and higher. At the same time, the platform commission charged by the takeaway platform is also a big cost for enterprises. Private domain is a more cost-effective choice.
In the past six months, the number of businesses accessing home services has surged. In the past, the retail industry has been deeply cultivating offline and e-commerce platforms, and now it also provides home service through private domain layout. The transaction volume of home applet has doubled compared with the same period of last year. In March, the transaction volume of Alipay applet in a national supermarket chain increased by more than 1 times than that of its member Laxindu, and at the same time, millions of members were deposited.
The same is true for the catering industry. From 1 to now, the number of merchants accessing home service by Alipay applet has more than tripled in the same period. In March of this year, the hometown chicken launched the home service on Alipay applet, and used the explosive coupon as a touch tool to incite it. Within a month, the number of orders increased by 40 times.
"Under the normalization of the epidemic, how does the brand form a matching style? 」
Zhang Hongguang, member operation manager of Laoxiang Chicken.
For old country chickens, the business of going home has become a very important thing.
About being a private domain home, it is to better serve customers. Otherwise, customers can open other platforms to order food. Why do you search for self-operated takeaway applets? From this point of view, it is essential to make self-service takeout in order to provide better service to customers. Based on this point of view, we have built a lot of marketing games on small programs, and have basically completed self-delivered performances in most areas of Anhui Province.
We have jointly carried out some activities with Alipay, and the number of orders has rapidly increased to the scale of 2000 orders per day. In order to better serve customers, the operation is also different from the centralized platform. The practice in the public domain can be understood as the immediate pan-demand of customers through bidding, ranking and exposure. When the platform opens, customers browse and place orders at the end, without explicitly choosing a merchant directly. Second, how can we better serve our customers? First of all, we should choose a platform suitable for our customers. We chose to establish a private domain through Alipay, and prepare exclusive activities here. Every time the customer opens it, he will be shocked by the temperature, thus producing such mental memory. In the private domain, what matters is not your discount, but the temperature of the brand. For example, preparing a home coupon for customers conveys a sense of security. It is safer to order food without touching it on the mobile phone. Personal protection is done, and everyone is an anti-epidemic hero.
Finally, to sum up, we must consider three issues when we get home in the private sector. First of all, who is your client? Second, the channel you want to choose can help you better serve your customers. Third, to provide customers with a better experience. Only by doing these three things can your private domain do it.
Xi Dan, Director of Xibei Takeaway
At the beginning of the epidemic, it was deployed overnight on New Year's Eve, including everyone in the takeaway department. When the shop closed, all the takeout shops were still open. All the employees who spend the holidays in the store are working hard to sell meals outside, and no rider delivers meals himself.
The first is to ensure the supply of surrounding residents. On the other hand, there is a backlog of raw materials during the Spring Festival, which needs to be sold and exported. The most important thing is that during the epidemic period, we should not kill people's will, but keep the whole team alive and energetic. This is an idea that we faced the epidemic at that time.
Sun Yueyang, Director of Brand Marketing Center of Xibei Catering Group
Now there are fewer and fewer family members, and the uncertainty of the epidemic situation has increased. We have launched Jia Kung Fu cuisine again, and we are still laying out our business around how to let people have a good meal anytime and anywhere. Under the normalization of the epidemic, we should still be close to customers and consider what their needs are and what their real needs are in the home scene.
For us, takeaway is the overflow of our ability to eat in restaurants. Why Siebel does take-out? It's because we eat well in restaurants, and the demand of consumers is so great that we can start to do take-out. Retail is the overflow of takeaway ability. Retail is hot rice and cold rice, and hot rice is takeaway. So is there a difference between takeaway and retail? They are all sold to customers and taken home. Hot delivery is hot, and retail is frozen prefabricated vegetables. The core thing is the same. Including Siebel, we are also making small program apps, including various platforms. The core is how to make customers enjoy our better service.
When we do private domain, we are also thinking about how to make the customer experience better without increasing the cost. We have been thinking about how to play around the central idea of "making customers happy and eating well" in our private domain, or how to do our take-out and retail well in the case of normalization of the epidemic. This is our unchanging core concept.
Ji Lei, Marketing Director of Haruki Murakami
At the beginning of the establishment of 20 16, the Murakami family established a two-wheel drive mode of "catering+takeaway". The common area of dining at the beginning is about 80 square meters, which is equivalent to the number of seats at 8- 10 tables in each store. When the room is full, there is still room left in the kitchen.
In order to improve efficiency, I must make my kitchen move and supplement the remaining energy in the kitchen with takeaway. At the beginning, our take-out accounted for about 30% of the whole brand. Later, after the outbreak of the epidemic, the grain in the whole market fell sharply. At this time, takeaway accounts for 40% to 50% of the whole business.
My understanding of door-to-door delivery business is definitely not equal to takeaway. I think door-to-door delivery business is the second largest economic income besides in-store food. At present, we do take-out from the platform, and the public domain take-out was also done by ourselves. Today, in Tik Tok, we saw a slogan, live broadcast or current content video dissemination, which will also be the income of our current focus tools.
At present, we are also using small programs to build our own private domain, and this piece of user loyalty is relatively high. The traffic on the other platform is more expensive and painful. We want to explore retail products, but there are very few products that can be retailed in Japan at present. Therefore, during the epidemic, we derived services from personal tailor and grew them in our current home.
Lin Li, head of digital retail of Beijing Alipay, said.
Private domains such as Alipay applets are used as home pages, which provides new incremental channels for businesses to achieve sales and user growth; As a private place of merchants, it can precipitate the user groups of merchants, and then make secondary and multiple contacts; For retail, catering and other merchants, it will help merchants to get online and offline, realize full platform operation and improve operational efficiency; Moreover, after the private domain is formed, the transportation cost can be effectively reduced.
As far as Alipay is concerned, first of all, we are improving the basic capabilities of small program carriers, providing interfaces between home service and SaaS templates, and helping businesses to run their own small programs online quickly. I believe that some catering businesses have discovered that now Alipay applet can be used to open the take-away interface, and the platform acts as a matchmaker to match businesses and capacity.
Secondly, adhere to the open mode of "decentralization as the supplement and concentration as the main". I hope to provide public domain traffic support through rich end scenarios to help businesses start cold;
Moreover, we have made some improvements in the App product experience. Take Ding Dong shopping as an example. Users search for Ding Dong shopping on Alipay. After placing the order, there is a message reminder on the Alipay homepage to inform the service progress in real time. I will know where the rider is and when I can get what I bought. Order payment-service progress-order completion-operation return visit can help merchants to better operate around the home service scene, which is the advantage of Alipay platform.
"Compared with the take-away platform, where is the value of private domain? 」
Zhou Cong, co-founder and marketing director of Juhui.
The challenges faced by traditional enterprises to do home business, including online business, are: First, whether there is a breakthrough in operational capacity; Second, how to put more energy and manpower into the home business when the cost is tight. In the context of the epidemic, brands have many demands to close the relationship with consumers, and even some brands hope to have direct contact with terminal B and factories sold in Shang Chao.
This year, the development of the homepage business in Alipay applet is considered to be a blowout period. Compared with last year, it has formed an exponential growth. We expect that this year, enterprises will break through the home applet business of 202 1 brand users more than 5 times.
For businesses with private domains, we can directly see the direct demand for developing private domains and home business.
First, compared with e-commerce business, the downward adjustment of Alipay applet sales fee is a good weapon for the development of e-commerce business.
Second, brands can reach consumers directly through private domain layout.
Third, when brands do private domain marketing, we can feel more at ease at the bottom and provide different marketing according to the needs of consumers.
I don't agree that it is a door-to-door service or an online merchant takeaway version. On-site service is not only to provide simple services, but also to provide users with refined services based on scenarios.
Take Wahaha as an example. Originally, Wahaha water delivery platform was very traditional. By ordering water by phone, the clerk delivered the water home. In 20 17, we helped Wahaha complete the online layout and small program access, covering 2 1 provinces and cities. At present, more than 4,800 stores have accessed Alipay applets, and the cumulative number of users has exceeded100000. Moreover, we also put the products of 20 or 30 FMCG brands we serve in Wahaha Alipay applet, and the water supply station empowers products other than vats of water to increase joint sales.
This year, we helped Wahaha get home to do an activity of one thing and one yard. One * * has a QR code of 65.438+0.5 billion, covering all Wahaha products, allowing consumers to complete code scanning activities and providing a small red envelope. In three months, I recruited150,000 fans.
In addition, we cooperated with qiaqia and launched a small program on Alipay. Based on the mall business, through the mode of membership points, point redemption and consumption, we will help the leisure and snack brands to become deeper and bigger, and help the sales of qiaqia Mall exceed 3 million+in three months.
Liu Bince, Huala Operation Manager
The value of private domain traffic is divided into two ends, a B end and a C end. The greatest value of private domain traffic lies in generating demand and meeting demand. While generating demand, what we need to do is to change the flow and maximize the value of the flow. One of the realization channels is to increase repurchase, reach you through precise marketing, marketing tools or user portraits, issue coupons to you, and generate secondary consumption. From the brand level, we can cultivate emerging users, such as Quanjude. User groups are aging, but emerging groups don't particularly like it. When you are doing B-side operations, new products can reach these users and form future consumers.
The demand of C-side is "fast, good and economical", and private domain traffic operation can only meet the demand of fast, good and economical. How to solve this problem is cross-industry cooperation and increase the supply of users in other categories.
As a private sector, the catering industry faces a big problem that the products it can provide to merchants are too single. But the demands of users are endless, and the catering industry is doing better. KFC has done a good job in private domain traffic operation. His APP users have 1 100 million, except hamburgers and fried chicken, skin care products, cosmetics and so on. There is an APP that can meet unlimited needs. Online shopping malls can become an advertising space or a distributor to increase profits through high-profit products, thus reducing operating costs.