Every time a meal arrives, besides the restaurants, the yellow and blue take-out riders are the busiest. After all, they have to be busy delivering food to those who are sitting in the air-conditioned office. It is undeniable that with the arrival of take-away platforms such as Meituan, a large number of people have been fed, and at the same time, many catering businesses have another channel to get customers.

it is in this context that many people want to find a way out, and the small program at the forefront has entered the sight of some people at this time, which inevitably makes people think, if the combination of offline merchants+private domain traffic+small programs can subvert the catering industry again and break the take-away barriers such as the US delegation and hungry? While the WeChat traffic dividend is still there, can the catering industry complete the second transformation of the catering industry after the take-away platform such as Meituan?

? First, for businesses, what is private domain traffic?

First of all, to understand private domain traffic, we should first understand the concept of traffic pool, which refers to the gathering places with huge traffic, such as Taobao and Weibo. In this huge traffic pool, as long as your budget is sufficient, you can continuously acquire new users.

Private domain traffic refers to channels that can reach customers at any time and frequency without paying, such as WeChat community and micro-signal.

second, what are the advantages of private domain traffic for businesses?

1.? Accurate customer acquisition and controllable traffic

As we all know, the catering industry belongs to high-frequency and just-needed, and the traffic is huge for take-away platforms such as Meituan, but these users have no direct contact with the merchants. If you guide the users who spend money in your store to the WeChat group created by yourself, you can post some preferential activities or promote posters in the group in advance every time you arrive at the meal. After these customers are attracted, they will naturally place orders.

2.? Low customer acquisition cost

As all the merchants who have settled in Meituan know, the platform will draw commissions and collect various fees, and even some merchants will be forced to do activities. In this traffic pool, if you don't want to spend money, the exposure can be imagined. But in your own private domain traffic pool, you don't need these, which is equivalent to your own field. You can play at will according to your own wishes, and of course pay attention to the scale, otherwise it will be minutes before they want to leave. If you want to innovate, you can also use these users to do some fission activities.

3.? You can provide in-depth service to users

Compared with the users on the take-away platform, if you basically serve them once, it will be difficult to have the opportunity to serve them next time. After all, users have more than one choice of ordering food, but in your private domain traffic pool, after customers order food, you can continue to serve, such as asking about dishes or asking customers to give their opinions, so that users can feel involved and send some interesting things in life from time to time, so that users can get to know you better and even have a chance to talk to users.

third, what are the forms of private domain traffic?

1. ? WeChat official account

Let users pay attention to your WeChat official account, and post some soft articles on diet health here at ordinary times, or store new products and preferential interactions, so that your customers can remember you continuously

2. Micro-signal

When a customer adds your WeChat, it means that the opportunity to make money is put in front of you, and the rest depends on how you get the money out of his pocket, which is better than waiting for the customer to come to the door in a takeaway platform or store.

3.? Community

Create a social group, which is basically filled with your customers. Everyone can exchange food together, and everyone follows blindly. When it's time for dinner, some people will order food with you in the group, so many people will choose to follow suit.

Speaking of this, some people will have some questions. They have their own private domain traffic pool, but they don't have the ability to deliver it. Moreover, if users order food in the group, it is easy to confuse the orders.

in fact, this requires the support of small programs. The applet does not need to be installed, and it is ready to go. The order is also very fast, which makes the user's experience close to the APP, not to mention the blessing of WeChat traffic behind it.

Fourth, small programs have advantages for merchants

1. You can move offline stores to online, which is equivalent to opening a take-away platform yourself. In your own field, you naturally don't need to pay other people for the cost of drawing orders.

2. Through the small programs nearby in WeChat, users can find merchant stores, thus creating an additional channel for obtaining customers and transforming passenger flow.

3. You can effectively integrate the orders of users in your own private domain traffic pool, and guide them into small programs to place orders from micro-signals or communities, so as to make the disorderly orders in private domain traffic orderly.

4. You can also view user data and analyze user portraits in the background of applets, so as to better understand users and make targeted products.

5. Nowadays, the development cost of small programs is low. Many enterprises in the market provide tools for generating small programs. For example, if you have a store, all kinds of store templates can be generated with one click. Merchants don't need to spend much time on this, just use them, and they also cooperate with third-party distribution platforms, and the distribution problem has been solved.

offline business+private domain traffic+small programs can completely form the business closed loop of the business itself, and the cooperation of the three is equivalent to a beautiful group that accurately obtains customers.

In the face of the arrival of applets, Meituan is not completely helpless. First of all, Meituan is also actively developing its own applets. Secondly, although applets have been developed for three years, some technologies are still immature. The most important point is that Meituan has huge resources, the development team is more professional, and there are many traffic portal resources, and the traffic of Meituan APP is fed back. If merchants rely solely on private domain traffic and applets,

v. summary

1. With the huge traffic of WeChat and the official promotion of applets, applets are bound to usher in their own bonus period, and capable businesses are already developing their own applets to meet this wave of bonuses, but for small and medium-sized restaurants, relying on a third-party applet development platform is also a good way to meet the bonus.

2.? Although merchants can achieve the goal of accurately locking customers with offline+private domain traffic+small programs, it does not mean that they can kick off the take-away platforms and rely on these platforms to achieve their own goals.

3.? Nowadays, the popularity of small programs has been blowing, and more and more giants and enterprises are focusing on it. Through small programs, they can complete all-round closed-loop services such as online and offline customer acquisition+order placing+payment+service

So in the future catering industry, small programs will become an indispensable link for merchants, just like today's take-out.

I'm a dragon girl,

focusing on the growth of physical online traffic;

if you like weirdos, I'm actually beautiful.