(1) The position of WeChat official account in the catering industry
In the catering industry, 76% opened the subscription number, of which 62. 1% was certified.
According to the survey data, more than 70% of the 5000 randomly selected samples have subscribed to the service number. At the same time, in order to better help users identify brands, 62. 1% of official WeChat accounts have completed the authentication process. In terms of the growth quantity, the growth quantity in June 5438+ 10 was significantly higher than that in February.
89% of the catering industry uses WeChat third-party products, and only 1 1% independently develops them.
Among these official WeChat accounts, 65% have adopted the development mode, fully exploiting and utilizing the resources of official WeChat accounts. However, in the industry, nearly 90% of the development models of the official WeChat account of catering WeChat are provided by third-party service providers, which also means that although diversified development models are favored by the industry, the industry is more inclined to hand over this part of the technical operation to third parties.
Only 36% of the official WeChat account of the restaurant has a menu, and 64% has no WeChat custom menu.
Compared with the use of development mode, the basic menu of WeChat official account seems to be ignored, and 64% of WeChat official account lacks page menu. However, as the most basic page to interact with users, the menu function needs to be further improved in order to truly use the official WeChat account to connect services with users.
More than 80% of WeChat fans in the official WeChat account are below 1000.
Judging from the number of fans, the current number of fans of WeChat official account is below 1 00000, accounting for more than 80%, which is far from the average level of fans of WeChat official account. However, it also shows that there is still huge room for improvement in the cross-border integration of catering and WeChat official accounts. How to guide users to get used to migrating online will also be the focus of competition among businesses in the catering industry.
Online customer service, direct telephone dialing and dishes are the main needs of the WeChat development model in the catering industry for the time being.
From the function module, all official accounts of catering WeChat basically completed the functions of one-click navigation and one-click telephone, and the utilization rate of food display was as high as 98%. Generally speaking, the usage rate of online customer service and service comment is obviously lower than other functions, and the personalized interaction experience of WeChat official account in this part needs to be improved.
In the catering industry, most accounts on WeChat's push content are twice a week.
As for content push, most official WeChat accounts choose the push frequency twice a week or once a day, which fully maintains their exposure. Push time is basically concentrated in the working hours of office workers, so as to better send relevant information before meals of target users and increase the publicity effect.
Among the information pushed by the catering industry, food discounts account for 19.8%, and promotional activities account for 20. 1%.
Food discounts, promotions and micro-sites are the most important push information for the content that the official WeChat account pays attention to for the first time. Judging from the massive content, most official WeChat accounts are in the form of online hot articles and common sense of life, supplemented by in-store activities and preferential introductions, which not only ensures the promotion of official WeChat accounts, but also fully displays store information.
In the catering industry, 40. 1% of WeChat marketing activity rate indicates that WeChat fan interaction activities have not been carried out.
In terms of WeChat activities, lottery and promotion activities have become the most commonly used promotion methods, accounting for 58%. Judging from the frequency of activities, 40. 1% of official WeChat accounts indicate that they have never held activities for WeChat fans. At the same time, 57.2% of users expressed dissatisfaction with the WeChat fan activities held, which seems to be the reason for the small number of fans of catering WeChat on the official WeChat account.
The reading rate of WeChat official account in the catering industry is generally low, with a single reading rate of 90%, which does not exceed 100.
Similarly, from the perspective of reading volume and forwarding volume, the official WeChat account of catering WeChat is also lower than the average level of WeChat, and the reading volume of a single article is generally below 100, while the forwarding volume is generally below 50.
In the official WeChat account, 76.6% of the catering industry, the number of fans does not increase by more than 10 every day.
Poor reading and forwarding also limited the increase of WeChat official account fans, and the average daily increase of 76.6% WeChat official account fans did not exceed 10. Judging from the above situation, the promotion function of the official WeChat account of catering WeChat has still not received the attention of the store. Compared with the average level of WeChat, there is huge room for improvement.
38% of restaurants spend less than 5 orders through WeChat every week.
Of course, at present, the habit of users using WeChat official account to order food is not mature. More than 30% restaurants spend less than 5 orders per week through WeChat, and the consumption potential based on WeChat has yet to be tapped.
(2) WeChat official account promotion guide for catering industry.
First of all, in the shop
1. Put the QR code in a conspicuous position in the store:
Include wall, dining table, cashier, bar, Yi Labao, etc. But it is not as simple as just putting a QR code, but telling users what they can get after scanning the QR code, and giving them a reason to pay attention. Even all staff members should verbally remind users, for example:
1 group purchase packages that cannot be bought elsewhere.
② Special offer
(3) Send drinks, vegetables or the bottom of the pot.
4 or the most popular dish, only users who pay attention to the official account of WeChat can order it, or even through the WeChat platform.
⑤ You can enjoy discounts, full discounts, coupons and other benefits by placing orders and paying through WeChat.
In-store promotion, in addition to using service differentiation to attract users' attention, also aims to cultivate users' habit of using WeChat official account to complete ordering and consumption.
Stick a QR code in a conspicuous position in the store.
2. Combined with intelligent hardware:
1 router, just pay attention to the official WeChat account to enjoy the WiFi service.
2 photo printer, only pay attention to the official account of WeChat to print photos. If you are afraid of high cost, you can set up 1-3 photos for free.
Second, outside the store.
Leaflets. Pushing is the most traditional way, but now no one reads leaflets, so you should use related WeChat activities to attract users to pay attention to the official WeChat account and participate in the activities inside, instead of simply introducing several recipes and preferential activities. Your purpose is to attract users and understand the store through WeChat.
You can build your own venue. Whether outside the store or in a crowded square, users can attract their attention through online and offline activities, games, printed photos, eye-catching posters and even beautiful women.
Third, online.
Activities? It can be combined with third-party platforms, such as red envelopes and various lottery games, which can not only activate old users, but also let them share them with friends and bring some new users.
Group purchase? The purpose of group buying on other platforms is to attract and retain target customers from their centralized platforms at low prices, not to sell things, but to make brands, and more to prepare for future repeat customers, especially suitable for new stores.
Centralized recommendation platform? There is also a centralized platform for recommending restaurants, such as public comments, which can be used as a way to attract new users. After paying attention to the official account of WeChat, users have completed "decentralization" and "flattening", completely removing the intermediary, allowing users to communicate directly with the store and reducing the intermediate cost.
Fourth, others.
◢? 1, establish a membership system
Membership card? These benefits require users to open a membership card first, and remind users that after opening a membership card, they can not only get discounts, but also get points.
Integral? In addition to exchanging dishes and coupons, you can also play some online games to enhance interaction with users.
Encourage stored value? In fact, most users don't want to store value because they are afraid of being bound by merchants. They can invite regular customers to store their value according to their own consumption situation, not just giving some discounts, but also offering dishes or other services that only stored-value members can order (such as birthday packages, and giving priority to private rooms when positioning). ), so as to enjoy the superiority of stored-value members.
◢? 2. Create in-store special events
Including interactive games such as shake and WeChat on the wall. Let all the guests in the store participate. You can play this at some time of the week and become a feature of the store. In addition, making full use of the social attributes of WeChat and allowing customers in the store to fully interact are all functions that can be further expanded through the WeChat platform.
◢? 3. Red envelopes
In the above methods, we especially take out the red envelope and focus on it. I believe everyone is familiar with the popularity of red envelopes this year. After witnessing the fiery activities of red envelopes in this year's Spring Festival, the industry predicted several major industries in which red envelopes are most likely to be subverted, including the catering industry.
A red envelope is an advertising carrier. In this year's Spring Festival activities, discount coupons, coupons, group purchase coupons and gift coupons can all be put into red envelopes and shaken out. Looking back years ago, WeChat official account officially launched the card voucher function to authenticate WeChat official account, which was also a good preparation for the New Year red envelope.
The industry speculates that when users want to eat, they turn on their mobile phones and shake them, and all the red envelopes in the surrounding restaurants will be shaken out, which is different from the logic of buying group coupons online. Group coupons are purposeful consumption, while red envelopes are random consumption, which makes it easier to increase the total consumption. For the general catering industry, 1- 1.5km is the core of marketing, and 80% of customers come from this range. It is easier and more community to carry WeChat to shake red envelopes.
The consumer's consumption scene is like this: when you want to eat, first take out your mobile phone and shake the nearby red envelope or identify the street sign and elevator advertisement, and then go to the restaurant to spend. When checking out, ask the waiter to print out the consumption receipt, scan the QR code on the receipt directly with the mobile phone, complete the payment and become a member of the hotel. At the same time, the small ticket can also get points or other discounts, and the next consumption can also get discounts. For consumers, direct online payment such as WeChat is also in line with the general trend of mobile payment. For merchants, this convenient and direct marketing method will undoubtedly become the most effective tool for catering industry to expand customers in the near future.