As a real effort to deepen standardization and enhance core competitiveness, how to solve the problem of personalized market demand in the era of mobile internet through the change of information system this time? What is special about the development model of "standardization+personalization" of real kungfu? Recently, Zhou Qinglin, Secretary-General of Guangdong Chief Information Officer Association, and Wang Mengjie, Vice President of Kungfu IT Information Center, had an exchange on traditional catering in internet plus.
Zhou Qinglin: Please briefly introduce the background and ideas of real kung fu implementing internet plus.
Wang Mengjie: Since last year, great changes have taken place in the catering industry in China. From offline stores to online stores, this is a subversive development of the catering industry and the development trend of the whole catering industry. In recent years, many emerging Internet companies have also entered the catering industry. Under the campaign of O2O in the whole industry, Kungfu began to think about how to meet the challenges and keep up with the pace of the times, which is a background reason for Kungfu to implement internet plus. Another reason is also based on the needs of the company's development strategy. Developing traditional stores is the basis of the real Kung Fu development strategy. However, with the increasing number of online businesses and the increasing proportion, there is an increasing need for the integrated development mode of online and offline, which is not only in line with the trend, but also the needs of our company's development.
Real Kung Fu has done two important things on the Internet, one is to build the whole O2O catering, and the other is to incubate "Kung Fu ordering". The O2O we used to do was more about opening offline stores and online, and "Kung Fu Ordering" is actually a brand-new concept, which is based on the Internet, rather than simply moving offline to online. This time, we are building an information system with online as the initial goal and the Internet as the cause.
Internet restaurant self-service ordering system
Zhou Qinglin: How does the information system of "Kung Fu Ordering" work?
Wang Mengjie: Internet catering includes many aspects. The first is the user's entrance. What we can do today is to use the interface of mobile phone WeChat online, enter from WeChat official account, or order food from a third-party platform; Users can also go to the store to order food by themselves or use the traditional cashier method. The second is the informationization of the order. No matter which entrance the user enters, our whole background is integrated. This integration includes that after placing the order, if the order is to be delivered online, then the user can track the order status in time through the mobile phone, whether it is in the catering or delivery, the estimated arrival time, etc., which can be queried. If the user goes to the store to pick up the meal, he can see whether his meal is being prepared or taken. In addition, another important function of "Kung Fu Ordering" is to make an appointment for meals, that is, not only for one meal, but also for users. Users can book meals in the next few days or even a week in advance, and they can order meals every day or just three meals, including the specific delivery time, etc. These appointment functions can be realized and give greater discounts. The reserved meals can be picked up at home or delivered.
Zhou Qinglin: At present, are the business sections of various systems in the real Kung Fu backstage interconnected?
Wang Mengjie: Yes, real kung fu does all integrated things, such as ordering food from WeChat or stores, which will eventually enter the same system, as well as order management, call center connection, cashier, payment, financial statements, marketing methods and so on, all of which are realized in one system. This is difficult to realize from the point of view of information system. Some enterprises can do WeChat ordering, but its WeChat ordering may be an independent system. If you want to do online ordering, it may be an independent system. The internal cashier may also be a separate system, and the front desk, background and online are different systems. Therefore, it is indeed a complicated project to integrate these into an integrated system and form a whole.
Zhou Qinglin: What specific methods are used to ensure the quality of real kung fu meals, and is there any support at the system level?
Wang Mengjie: The integrated production mode of real kungfu has always been the advantage of development. There are very detailed and standardized operating procedures and manuals from supply chain collection to material distribution to production. The supply chain of Kungfu only preprocesses the original materials, and some of the specific production is standardized in the backstage of the store to ensure that the quality of the meals eaten by users is the same. In terms of system support, we have barcode tracking, warehouse management, production planning, and the whole sales and pre-production, which are realized in the system. I think the combination of the Internet of Things is a trend of information systems. In the future, this product can be automatically embedded in information systems as soon as it comes out.
Zhou Qinglin: In the era of mobile Internet, the market demand is becoming more diversified and personalized, and the characteristics of chain fast food are precisely scale, centralization and standardization. How can real kung fu do a good job in these two aspects to achieve standardization and personalization?
Wang Mengjie: I think personalization is more of a choice. In the past, it was fixed to buy a set meal in real kung fu. In the future, personalization is to give me a certain choice and free collocation, which was difficult to achieve in the past, whether from the operation or the system. Today, because real kung fu has created the concept of "standardization+personalization", we began to try to analyze the consumption time of users and create different products through different time periods. From the design of colors and functions such as self-service ordering system and electronic menu, as well as the ordering process, users are more personalized, allowing them to understand and feel the products more intuitively. These are the manifestations of real efforts to create personalized services.
Zhou Qinglin: Pursuing the ultimate user experience is one of the spirits of the Internet. How does Kungfu manage user relationship and achieve precise marketing?
Wang Mengjie: From the membership system, Kungfu has its own membership card system, including online virtual cards and offline physical cards. Now it has developed tens of millions of members, and we can track the consumption habits of members through membership cards. From the direction of big data, our current data are all integrated, and the next step can be to do more accurate big data analysis and targeted marketing. At present, we have determined the direction of big data analysis, established a mechanism, and will continue to improve the real Kung Fu membership system, and quickly complete membership collection, membership analysis and digital marketing with the system.
Zhou Qinglin: In addition to the precise marketing mentioned just now, what are the development plans for Kungfu?
Wang Mengjie: Internet security is also the next development plan of Kungfu. After the realization of precision marketing, how to ensure the information security of users, how to ensure that online information is not maliciously attacked, and how to ensure that users' coupons are not arbitrarily sold, etc., all need to be considered from the perspective of Internet security. In addition, real Kung Fu will carry out the information transformation of the store next year, including cooperating with third parties, improving the consumption mode of members' points and better improving the service of members, etc., all of which need the support of information systems.
Zhou Qinglin: Internet restaurants are not uncommon in China, but there are very few enterprises that can really make Internet catering bigger. Does this mean that Internet catering is difficult to make bigger? In your opinion, how can traditional catering better integrate with the Internet and do a good job in Internet catering?
Wang Mengjie: The essence of catering will ultimately be implemented to users and food. How users recognize your brand and experience products are all paved by the accumulation of offline stores for many years. Most users will buy online only after going to offline stores to experience and compare. If there is no store, the chances of success may be relatively small if you build a brand through online. For the catering industry, building a brand is not only a gimmick, but also to ensure the quality of products. If you just want to build an Internet platform, it will be difficult to succeed no matter what you do. I don't think it's the problem of Internet sales itself, but a whole way. The Internet only opens an online channel, but the most fundamental thing, whether online or offline, is to focus on the level of product production, taste, delivery, etc. These are the most fundamental things. If these things can't ensure high quality, but only add a channel, it is still a dead end.
Zhou Qinglin: What's the difference between foreign Internet catering modes and domestic ones?
Wang Mengjie: The development of Internet catering in China is faster than that in foreign countries. China's big cities are densely populated and the distribution cost is low, which is one of the reasons. In foreign countries, few people use their mobile phones to order food. Office workers and families go directly to restaurants, and there are fewer online bookings. Foreign countries have high labor costs, scattered living and expensive catering delivery fees, so this development is not much abroad.
Zhou Qinglin: To build an Internet restaurant, there are many system complexities, including the consistency of data among various systems and the real-time interaction of data, which brings great pressure. As a CIO, we extend some traditional industries to the Internet platform, and there should be a lot of experience to share in this process.
Wang Mengjie: What I just talked about is tactical. From a strategic point of view, I think domestic enterprises are still not investing enough in informatization. Many enterprises do it in the form of a project, not in the form of assets. Most enterprises are looking for a third party to complete an information project. Except the software generated by the project is delivered to the enterprise, others, including technology, product investment, knowledge and personnel assets, have not formed a good precipitation. Most domestic enterprises do not pay much attention to this part of the assets, and do not think that information technology and its capabilities are an asset. There are basically only a few people in the information center of many domestic enterprises, and no one thinks that information assets are valuable. Our ability is to buy them temporarily outside without forming a precipitate, which is actually unreasonable capital investment. In foreign countries, no matter what enterprise, it has a relatively strong power of information center, no matter in terms of personnel, equipment or systems, it has a set of perfect things of its own, which is not seen in domestic enterprises. Without the precipitation of these capitals, the whole IT management can't be streamlined. Therefore, I think as a CIO, you have to build this kind of assets, and you have to have matching measures, experience and ability. Judging from people's actual combat ability, the ability of foreign IT developers is not higher than ours, and what our IT personnel lack most is the precipitation of this capital.
In addition, I also talked about the overall system just now. To build a system, as a CIO, you need to consider whether to build it yourself or buy it, or to customize it. These are all choices, and what is your core strength, which needs to be developed by yourself, which needs to be customized, which you want to commercialize, and how to control and make decisions about these things is actually a strategic role. I think this is something that the CIO needs to consider.
Zhou Qinglin: The situation you mentioned has something to do with the background of CIOs in many domestic enterprises. How to identify whether this project should be done or not? CIOs in many enterprises do not have this knowledge background, so it is necessary to improve the knowledge of CIOs in all aspects. The asset precipitation you mentioned just now, I think this kind of asset is the knowledge of management, market, personnel and other aspects precipitated in the process of enterprise management. These deposits can bring value on the system, and the source code itself is of little value, so the management thinking it embodies can create new value. Using these basic principles, a CIO should have the ability to expand his knowledge, clearly understand what tools can be used in the software field, and then store them as his own truly valuable assets.
Wang Mengjie, Chief Information Officer, Vice President of Guangzhou Kungfu Fast Food Chain Co., Ltd.. Returned to the motherland in 20 15, joined the real kung fu and devoted himself to the management of information technology full-time. He has more than 20 years of experience in IT professional development, testing and management in the United States, and has worked in two Fortune 500 American companies for nearly 10 years respectively.