Dear partners, welcome to the enterprise Explosives Business School to learn about explosives. Or find someone to do it? Got a fire in Tik Tok, and then what? No matter whether it is affected by the epidemic or not, catering enterprises must embrace the Internet intensively to carry out online operations. There will be business where there is traffic. Diners should take the initiative to embrace change, be brave in innovation and keep up with the times. Online operation must first do a better job and support the back-end supply chain better, so as to achieve double promotion of business and satisfaction. The reason why Tik Tok can become an important channel on the catering line is that besides the large traffic opportunities, the consumer decision-making line is also a factor that cannot be ignored, because in many cases, the dining decision has been determined long before it comes out. Online operation of Tik Tok, there are mainly three traffic sources: short video, live broadcast and search. Catering enterprises engaged in life service operation in Tik Tok can not only operate by themselves, but also find talents, and also find professionals to engage in professional work with the help of service providers. Relying on a short video, a "pulse operation" with a live broadcast spread all over the country, although not benign, has put pressure on store operation and supply chain. To achieve sustained and steady growth, long-term planning and investment are still needed. Is it necessary to do online catering right away? "Under the epidemic situation, catering enterprises must embrace the Internet." Feng Chun, Director of Xu Ji Seafood Customer Operations: The epidemic situation in recent years has made many catering enterprises face a lot of challenges. It has been 23 years since Xuji Seafood was founded. Under the epidemic situation, the turnover, passenger flow and per capita consumption of more than 61 stores in China are declining, and the frequency of customers' consumption is dropping sharply. In this case, enterprises can't wait and die, and must find a new breakthrough to save themselves. Opening online channels can bring brand-new opportunities and growth to businesses. For this, Xu Ji seafood specially hired a professional team to sell outside, short video and live broadcast to achieve online upgrade. Zhang Tianyi, founder of Baman Hunan Rice Noodle: Catering has been redefined in special times. In fact, the epidemic affected offline stores, but it did not affect catering. For example, in 2121, the national catering revenue in 2121 was nearly 4 trillion yuan, down by 16.6% year-on-year, but in the same year, online related products such as pre-cooked dishes and instant food increased by 171%. Therefore, our definition of catering is changing, and the traditional on-site operation mode also needs to be changed to further expand the online catering operation mode. "Even if there is no epidemic, catering companies should pay close attention to online" Wang Cen, chairman of B Capital and founder of Consumer King Accelerator: Even if there is no epidemic, catering enterprises should pay close attention to online. The epidemic has sounded the alarm for people in traditional industries. Even if there is no epidemic in these three years, enterprises that have not undergone online transformation will be "eliminated". Catering enterprises should quickly embrace the Internet for digital reform at this moment. Especially for larger enterprises, if they can't keep up with the changes of the times, the future survival rate will be reduced, and even elephants will be swallowed by ants, because the commercial society is developed and efficient. Therefore, you will find many new catering forms relying on online, such as pure take-away brands, online celebrity restaurants, prefabricated dishes and so on. Fan Ning, founder of Red Meal Network: From our observation, before the outbreak of the epidemic in 2119, the internal development of the catering industry was weak. At that time, there was such a voice in the catering circle-catering entered the era of stock competition. The arrival of the epidemic has accelerated this process, so the challenges and pressures faced by catering people will not be interrupted. Even if the categories are different, the cities are different and the scale is different, catering people should actively embrace changes and dare to create. Huang Geng, President of the Leisure Committee of the World Chinese Food Federation: In the past, the catering industry was in a dividend period, and online and offline business could not be completed. Almost no one paid attention to online business. Nowadays, online business has reached an increasingly important stage in the stock market. Brands need to keep up with the pace of consumers and continue to capture new traffic and new ways of playing. There will be business where there is traffic. Whether during the epidemic period or under this new normal, catering operations must keep up with the pace of the times and constantly update iterations. Why do catering enterprises enter Tik Tok Life Service? "The smell of wine is not afraid of the depth of the alley, and the depth of the alley has Tik Tok", CEO of Xinliangji &; Jian li, founder of New Spicy Road: Catering is a "traffic business", and the most fundamental reason why catering bosses are willing to pay such a high rent for opening online and offline stores lies in the demand for traffic and the demand for online and offline personnel traffic. However, many diners have actually forgotten that many consumers do not make decisions when shopping offline. Maybe they made decisions online 3-5 hours ago when they sat home. It is an important topic for catering bosses to influence consumers' decision-making and let them choose us online earlier. Tik Tok now has 611 million daily jobs and huge online traffic. If you don't do it, it's like finding a corner to open that restaurant. Two days ago, I took a picture of Tik Tok. I said that the smell of this wine is not afraid of the depth of the alley. When the alley is deep, there is Tik Tok. Some people even said that the current offline traffic value may not be so great. If the store's own characteristics are very obvious and the rent is about half cheaper, would it be better to take out the balance and make it into Tik Tok? Because you really saw a lot of hot restaurants on the Tik Tok. Meet Song Qi, founder of Xiao Mian: In the past, everyone said that young people were the main force in Tik Tok, but in fact, in my opinion, the audience in Tik Tok has been very wide, with people of different ages and different regions. In this case, there is no dispute at all, so we must do it. Ni Boya, Director of Operation of Tik Tok Life Service Catering Industry: Users are no longer limited to just interacting with the screen. From planting grass, buying by group purchase and offline consumption, users are provided with a shorter and more convenient consumption link. With the help of short video and live broadcast, merchants can intuitively show the characteristics of products and stores to consumers, and carry out digital business in Tik Tok life service. From October 2121 to October 2122, the GMV of life service in Tik Tok increased by 234 times. On the talent side, in October 2122, compared with May 2121, the number of service talents increased by 1.7 times, showing a constant and rich trend on the content supply side. Whether in transaction transformation or content dissemination, it is imperative for catering enterprises to operate life service in Tik Tok. He Guangqi, founder and chairman of Xiabu Group, said: Recently, the 6th anniversary of our brand _ _ _ gained 4.6 million turnover in Tik Tok Life Service. Through the cooperation with Xiaoming Rough Go, it also brought good results to the brand, and we saw the actual benefits of operating Tik Tok Life Service. We believe that as long as a brand's own products are good enough, Tik Tok can help you enlarge your advantages. The competition in the whole catering industry is very fierce. Enterprises must pay attention to new trends in real time, seize dividends, and open up new business methods and growth paths for brands. Yin Jiangbo, Chairman of Shishang Guowei Group: Of course, catering enterprises should be Tik Tok, but there is a premise that they must be delicious, which is the foundation. It's not delicious, and there is no more publicity. This is the relationship between 1 and 1. Bad taste, the greater the promotion, the faster the death. Tao Taoju started life service in Tik Tok last September, and now the sales of live broadcast have reached 8.2 million. In addition, Tao Taoju realized the transformation to the store with the help of short video continuous exposure and increased heat. I think Tik Tok can help brands to expand their advantages, and the prerequisite for new development is that they should make basic preparations. How to operate in Tik Tok? Do it yourself or find someone to do it? "Find professionals and do professional things" Meet Song Qi, the founder of Xiaomian: Any new business can already be done by mature service companies in the society, so you can outsource it. For example, there is absolutely no need to go to any city to send dozens of cars for delivery, because the logistics enterprises are relatively mature. I think for a new business, especially a fast-changing online business, if you are not determined to build your own team, it is better to find professional people to support it first. Zhao Liping, Vice Chairman and General Manager of Guangzhou Restaurant Group: To run online life service in Tik Tok, you must have the support of a professional team. Some things can't be done by yourself. It is better for us to do what we are best at, give full play to our advantages in catering taste and service, improve our products and services, and then cooperate with a professional online operation team to make short videos for live broadcast, which is more efficient. "Self-operation and cooperation with talented people can be organically combined". Life service expert Xiaoming Rough (Tik Tok has 1.227 million fans, and the accumulated GMV has reached 1 billion in the past three months): cooperation with talented people can bring value to businesses, and promote the sales transformation of goods through the recommendation of talented people and the trust of fans. At the same time, I think that in the long run, businesses should learn to operate by themselves, which can precipitate fans who have brand identity with businesses. Merchants should devote at least two people to Tik Tok operation, and make a systematic plan for their whole live broadcast and short video shooting, which is very important for brands. Ma Xiaosong, founder of Ma Xiaosong strategic marketing consulting company: The essence of enterprise success is not the success of marketing, but the success of management. Don't have any illusions about marketing. In fact, a truly big enterprise is not a good marketing, but a good business operation. If I tell you about 1,111 ways to do Tik Tok today, it may be out of date after half a year, but you need to have the ability to solve problems when you encounter them, and turn them into your own methodology, so that you can constantly improve and precipitate them into your own things. "Tik Tok Life Service Management Password" Luo Liang, head of Tik Tok Life Service North China Business Center: The core sources of traffic for businesses operating in Tik Tok are three: short video, live broadcast and search. Short videos and live broadcasts rely on accounts, so I suggest that you first think clearly about why you made this account. If you want to realize it at the beginning, then you should think about the people you are facing from the beginning, and verticalization is very important; Establish a unique set of people, and then do the content for the relevant people. In addition to short videos and live broadcasts, there are still some places for businesses to continue to explore and optimize. During this period, it was found that the proportion of transactions mainly based on content search in Tik Tok was rising, because many users used Tik Tok search to meet their very concrete needs. For example, in the category of "Beijing Hotpot", if the short video content of the merchant can improve the search ranking through some professional optimization, it will also be very helpful to improve the conversion rate. In terms of commodities, it is necessary to be attractive, either to have a unique selling point or to "trace back to the source", so as to stand out from the dazzling array of satisfying commodities. At the same time, we should pay attention to the cost performance, which means that the goods or services provided at the same price are more valuable than the low price. Chen Huiling, founder of Futai Hengda University: I share a business case that I actually operate-a brand of Hunan cuisine in Guangzhou. Its stores are relatively large, and there are many cuisines. There are nearly 41 SKUs in the signature cuisines. If it is said that when we go to Tik Tok to operate, it's just that the merchant Linlin has a full portfolio of goods, shoots short videos, and then buys them, this will give users the impression of discount promotion, which is not ideal. And we use a phased limited way, regularly a signature dish, tell the story behind the dish, each dish is limited to 311 copies, and then change to another dish after the sale. Why do you do this? There are two reasons. First, we hope that it can focus its audience in Tik Tok on dishes while selling and promoting its brand. Second, this form will not disrupt the original price system of merchants. Liu E, founder of Dalong _ Hot Pot: In a special period, we launched some special activities through insight into consumer demand. For example, after the company's marketing partners found out that camping was on fire, they immediately followed up and launched the camping package. Because they complied with the trend and met the needs of young people, they sold out at once. At the same time, together with Chengdu Public Transport Group, we launched the "Hot Pot Bus" project to create Chengdu gourmet business cards, which gained a lot of popularity in Tik Tok through hot spots and brand joint activities. Got a fire in Tik Tok, and then what? "Return to the essence, long-term investment and long-term management" Sui Zhengjun, founder of log cabin barbecue: Many people say that he sold millions and tens of millions of goods this time, but what can he do if he sells 111 million? If we don't solve the problem of our long-term survival and development in the future, it will not be of great value if it is just a fire. For example, in the past, the sales of log cabin barbecue were very good when other platforms started to take out food, but after a period of time, I suspended the operation of online platform, because we saw the data of customer experience all the way down, and we wanted to ensure the customer experience. Online operation is sometimes a double-edged sword. If online and offline can't be well matched, it will have the opposite effect. The traffic on the online platform is huge, which will bring rapid growth as long as you work hard, but if the operational capacity of the enterprise can't match this traffic, it may become a disaster. Yin Jiangbo, Chairman of Shishang Guowei Group: Many brands tried their best to get rid of the fire at first, but if your product doesn't work, the more consumers you reach, the faster you will die. Therefore, whether online or offline, we must first do a good job in catering basic skills and customer experience, so that Tik Tok will help amplify communication and accumulate more traffic bit by bit, instead of doing an activity or publicity. Feng Chun, Director of Xu Ji Seafood Customer Operation: It is a long-term investment process for us to make Tik Tok. In order to operate professionally, we hired a team of professional service providers, and even in the case of relatively tight funds, we independently took out special funds to do a good job. In September, 2121, Xu Ji Seafood organized a product show in Shanghai, and many gourmets came to the scene to taste it. The purpose was to let young people across the country know about the brand of Xu Ji Seafood through talents. In June this year, the 23rd anniversary of the company was broadcast live in Tik Tok, which brought 3.2 million sales. This was not a single outbreak, but relied on long-term operation and accumulation. Wang Ding _, head of Tik Tok Life Service Marketing Center: "Brand online operation can't be just a short-term impulse, but a long-term stable and sustained growth to adapt to offline services." For a time, orders soared, but if the back-end supply chain failed to keep up, it affected the store customer experience. Merchants do a good job in online and offline operation management, gradually realize online, run in small steps, and iterate constantly, and they can achieve both business and satisfaction. In fact, the traffic is always there, but there are problems of getting it early, getting it late, getting more and getting less. But after the traffic is obtained, how to serve these traffic well is the most important thing. Because there are real users behind the traffic. Therefore, the brand must not only think about making a success in Tik Tok, but should carry out continuous operation actions after making preparations for the supply chain. Whether it is shooting short videos or looking for talents to explore the store, whether it is self-broadcasting or looking for talents to broadcast, it must have long-term and regular planning and long-term operation of life service in Tik Tok. Where the traffic is, the business is there. Many catering enterprises actively expand new ideas, seize the opportunity of online operation, or enter Tik Tok life service early by building their own teams or cooperating with professionals. What is important is that online and offline are well combined and operated continuously. Only in this way can we achieve steady growth and a bumper harvest of business and satisfaction. As for how to find the breakthrough point of your own industry and products, and break through it to achieve yourself.