A Case Study of WeChat store marketing
A Jianghu restaurant, with 25 tables and only one waiter, relies on customers to "help themselves" in serving and selecting dishes. Shopkeepers don't have to worry, the guest officer grabbed it. 95% of the orders of this physical store come from WeChat, and its monthly revenue in summer exceeds 65,438+500,000. Someone praised: Boss, you have done a good job in this O2O! The boss froze: What is O2O?
Boss Chen Xingyu, born in 1985, likes playing games and is at a loss. Chen Xingyu said that his restaurant is full of temperament, from tepid two years ago to four branches now, all of which are operated through WeChat.
"I'm going to open a flagship store in South Bank this year. "While he was speaking, Chen Xingyu exposed the temperament of * * *. "When the time comes, try to use WeChat to place an order, eliminating the cashier."
Wonderful:
25 Zhuo shop
Five employees don't bring tea or water.
Opposite Chang 'an Hospital on Jianxin East Road in Jiangbei District, there is a row of food stalls. Among all the shops, a restaurant called "fishing for dragons and stingless crucian carp" is easily overlooked. A row of LED lights in the light box advertisement is broken. Except for two glass doors with advertisements, the aisle for customers to enter and leave is only 1.5 meters. When the reporter went to interview, he ran back and forth twice before finding the door. Fortunately, there is a hole in the shop. Entering the door and going upstairs to the corner, the poster with QR code is very eye-catching: scan code plus WeChat, all 8.8 fold. This shop is very strange. The rooftop is on the second floor and the backstreet is on the next floor, so there are 25 tables. Although the facade is small, the business in summer is enviable.
"The main products are stingless crucian carp and griddle. 95% of the orders come from WeChat, with 5 employees, of whom 1 is a waiter. They don't pour tea, they are only responsible for sending and receiving menus and cleaning. " Chen Xingyu said that during the peak season, the monthly flowing water can reach 65,438+500,000, which is a bit deserted in winter, but from time to time, corporate executives will be added as WeChat friends.
Find:
It all depends on wechat
A dish has been burning for three months.
When the pavilion was first opened, Chen Xingyu also took the traditional route. After handing out leaflets to advertise cars and turning them over three or five times, the retirement fee of 65,438+10,000 yuan will bottom out. In 20 12, Chen Xingyu guarded this tepid little facade. "Our store is very small, crowded in a bunch of food stalls and rarely attracts attention." Chen Xingyu said that it was not until the beginning of 20 13 that he started doing business with WeChat under the guidance of his friends.
At the beginning, dozens of friends could make a "wonderful" dish that had been on fire for three months. "In April last year, an old customer suddenly wanted to eat tomato-flavored fried loofah. I just asked the chef to make it. The customer was quite satisfied and sent it to WeChat immediately. As soon as my friend forwarded it, the next day someone named to eat' tomato fried loofah * * *:/* *. Chen Xingyu said that this black dish was popular in restaurants for three months, and it also showed Chen Xingyu the power of WeChat. "I am not afraid of small stores, but I am afraid that there will be fewer explosions." Later, Chen Xingyu asked customers to scan the code and pay attention to this when entering the store through discounts, and tried to think about how to play with customers every day.
play
"There are many dietary choices that can bring happiness to diners and will be the first choice." Chen Xingyu said that it depends on highly interactive gameplay. Through playing, his WeChat friends increased from the initial 30 to 40 to thousands in just one year; The turnover ranges from 300 to 400 yuan per day to more than 150,000 yuan in January during the peak season. ...
Play 1: Play WeChat with "Store Soul"
Key point: Don't open the private account of WeChat official account like a person to write a paragraph.
Merchants who play WeChat must have a sustainable "shop soul", such as Jin Jingmei's buyer show and the pigeon blind date show. "My characteristic is that * * * silk loves to play and blow." Chen Xingyu determined the route and sent welfare through play every day.
"Playing with customers, the official WeChat account is not good, no one looks at it, but it depends on the private number, but the private number is also personalized." Chen Xingyu's first step is to tell stories and write jokes. He is good at amusing customers with self-mockery. There are no more than three jokes every day, and he never plays hard. Sometimes he criticizes a dish like a customer and personalizes his personal number.
Play 2: You must have Miba to play WeChat.
The key point: play the top three together and give gifts.
"In addition to blowing hair, this private number also likes to play games. It is better to be alone than to be happy." Last summer, Chen Xingyu invited his WeChat friends to play the mobile game "China Strike Force" and the airplane competition, and published the results once a week. If he exceeds his top 40, he gives a peanut and the top three give free food. As soon as the game is online, people add friends to chat privately every day: Boss, where am I today?
In addition, every time there is a new dish in the store, Chen Xingyu will post the name of the dish on WeChat. If you choose this name, vegetarian dishes can be free in the store for life, while meat dishes can enjoy a high discount. Zhong Yujiao, the customer who won the lottery, won the right to be a vegetarian for life: "I have been eating for a summer, but the key is fun!"
Play 3: Play WeChat offline.
Make the menu into an answer sheet. Please give a short answer when ordering.
"Everyone on WeChat calls me * * * silk boss, and restaurants should also implement the * * * silk route." Chen Xingyu said that online and offline, he made the menu into an answer sheet: the multiple-choice question is the fixed main course of 12, and customers only need to tick the dishes, and the short-answer question is the side dishes, and customers can mix them at will according to the mobile ingredients provided on the blackboard in the store every day. On the answer sheet, the boss's friendly note: fill it in carefully and you can use pinyin instead.
"Many customers' menus will be photographed and exchanged on WeChat." Chen Xingyu said that relying on WeChat orders made it almost unnecessary to run a store. Chen Xingyu conveniently launched the soul of the physical store, and there are two rows of crooked calligraphy on the wall-on the Jianghu, it's rough and messy, please feel free, don't mention it, move it yourself, and be well dressed. In order to encourage this kind of self-service, Chen Xingyu will send each customer a bottle of cranberry juice, which is equivalent to turning the saved labor cost into a gift.
Without culture, let's entertain.
Reporter: Many people praise you for doing a good job in the field of O2O. What do you think is the key to the transformation of catering stores?
Chen Xingyu: Actually, I don't know what O2O is, and I don't have any culture. All I know is that it's interesting and everyone should be entertaining. There are many delicious foods now, which can really keep customers. It is interesting to break the traditional eating habits and let them feel it.
Reporter: What is the essence of restaurant WeChat marketing?
Related WeChat catering cases and schemes:
Several characteristics of WeChat doomed the catering industry to be very suitable for WeChat marketing.
1. Highly shared: Eating, drinking and having fun is something that everyone is highly willing to share with fans and friends. Many people have developed the habit of not eating, I will send a WeChat first; When eating: take a group photo and send a message to WeChat.
2. Extensiveness: Catering service is a localized service and one of people's most basic daily consumption. People have a wide demand for practical information about catering. Every day, people ask: Do you have any delicious recommendations?
3. Real-time: The catering information people need is often real-time and practical information, and WeChat spreads the fastest, which just meets the real-time demand.
So how can we use WeChat marketing to do a good job in catering business? Faced with this problem, many people may smile and say, "It's very simple. Just apply for an official WeChat account, then distribute leaflets around the restaurant, print the QR code of WeChat WeChat official account on the leaflets, and then attract everyone's attention. Finally, send a series of coupons and the latest event planning to users on WeChat. " But is this really enough? Imagine if you were around a strange restaurant, would you pay attention to the micro-signal of this restaurant? Unlikely. Therefore, it is obviously not feasible to rely solely on this theoretical method. And we can also imagine that most of so many catering enterprises in the country will adopt WeChat marketing, but why are there not many successes? Let's first take a look at how catering companies operate WeChat.
1. What is the catering WeChat used for?
Based on the characteristics that WeChat itself can acquire the surrounding users, the business of merchants and mobile business circles near WeChat is the new direction of WeChat's development. For users, it adds a convenient function; For merchants, it is another promotion method and marketing opportunities. It is suggested that catering businesses register public accounts first, and then apply for certification for marketing after the number of fans reaches 500, because this is more conducive to the building of business brands, and it is also convenient for businesses to push information and answer consumers' questions. More importantly, it can be used to build a free ordering platform.
2. How does catering WeChat push content?
First of all, we should separate promotion from content, so as to be a WeChat official account. The advantage of this is that when users want to use coupons, they will not find them in many push messages, just this one, which is convenient and fast. The account used to push the content alone can be regarded as a special account for loyal fans of the brand to meet their needs of learning more about the enterprise.
At the same time, it is suggested that merchants make a list of the information sent in groups every day, and prepare written materials and picture materials. Generally, the information pushed can be the latest food recommendation, food culture, discounts and other aspects. The classified management of fans can push different information for new and old customers, and it is also convenient for new and old customers to answer questions. This humanized and intimate service will certainly be welcomed by customers. Once customers share their dining experience on WeChat, it will further form a word-of-mouth effect and greatly enhance the popularity and reputation of commercial brands.
3. How does catering WeChat let users know?
Storefront is an important place to give full play to the advantages of WeChat marketing. Add a QR code to the menu design, and encourage customers to use mobile phones to scan by membership or preferential ways. First, you can add accurate fans to public accounts; Secondly, it has also accumulated a large number of actual consumer groups, which is very important for the smooth development of WeChat marketing in the later period. All promotional materials that can be used in the storefront can be attached with QR codes. Of course, materials such as X-stands, posters and DM leaflets can also be independently produced for publicity.
Use interesting games
Wechat actually provides a new channel for merchants to communicate with users. Different communication forms and contents can achieve different effects. For example, through interactive games, the user's stickiness can be improved. If the game design is reasonable, users can also be encouraged to drive their friends to participate, so as to achieve the effect of word-of-mouth marketing.
5. For example, sign in discount activities to attract consumers' participation.
The common method of WeChat marketing is to attract target consumers to participate in activities, so as to achieve the expected promotion purpose. To plan a successful activity according to your own situation, the premise lies in whether the merchants are willing to invest some money for it. Of course, it is not unacceptable for catering businesses to use the platform of offline stores to carry out activities, and the advertising consumables and labor costs required are not unacceptable. On the contrary, through careful planning and budgeting, it is possible to create an effective activity at a small cost.
Case study of WeChat store marketing II
Analysis of pomegranate brother's successful case
From June last year 165438+ 10, I started selling pomegranate juice in the IT area around Xi 'erqi, with a small warehouse and a trolley near the subway. From pushing a cart for a day and passively waiting for customers to come to the door, I have started to do storefront, carry out marketing activities, and even started the so-called O2O road by using mobile Internet means such as light applications and WeChat. In the past six months, as an individual entrepreneur, I changed from a code farmer to a pomegranate brother selling juice. In this process, I learned a lot.
First, the first problem to be solved: how to establish trust between merchants and users.
As a small individual entrepreneur, it is very important to choose a region at the beginning to get a good start. If "Internet thinking" must be applied, it is the product positioning problem in the segmentation environment * * * But this is not only a problem that the Internet industry should think about; For any product in any industry, the first thing to confirm is product positioning. Product positioning can be viewed from two angles: on the one hand, how to position itself and how to stand out from many similar products; On the other hand, for entrepreneurial individuals, if similar competing products do not cover all regions, then in which region to promote products, that is, among all the goods in a certain region, choose positioning. In Beijing, many people sell juice, but few people sell pomegranate juice. In Xi 'erqi District, there are basically no juice sellers. Is there a market demand? Wait and see the effect of my sharing.
In order to achieve good product sales in a certain area, it is very important to establish users' attention and trust in merchants. In order to establish an effective relationship chain, I have done the following things.
1, on-site production: two pomegranates and a cup of pure fruit juice, without adulteration, are genuine.
Others call me Brother Pomegranate, but I named myself "Real". Not just to sound good, my juice is really pure. Take pomegranate juice as an example. Every small cup of pomegranate juice is squeezed out by three pomegranates without any moisture, which is different from most juice shops at present. And a small cup of pomegranate juice has just been sold to 15 yuan. These operations are done on the spot in front of all customers. Therefore, customers know the whole process very well and have full confidence in the product. If the product is even higher than expected, mutual trust can be established.
2, additional services: on-site service, good attitude, send small benefits.
At first, my production capacity and sales capacity were limited, and the core users of juice accounted for a relatively small proportion of the total number of people in the region; At the same time, these core users are basically repeat customers, so it is easy for me to establish a relatively familiar relationship with customers. After establishing this relationship, I made a small adjustment to the sales model. Instead of customers going out to my sales car at a fixed time to buy juice, customers leave messages through the mobile internet and make reservations in advance. I send the juice to a fixed place at a fixed time. This reduces the transaction cost between me and my clients.
In this link, relying on traditional communication methods, such as placing orders by phone, is not the best way. Mobile Internet tools have shown great value.
At first, I tried personal micro-signal communication, and the efficiency improved a lot. I also promote new products and update delivery information by sending WeChat content in groups. Then one day I mentioned light application when I bought juice in PM. I am a code farmer myself. Last year, I heard about light application, tried it, used a set of shop templates and made a light application. After the promotion of QR code, a considerable number of users placed orders through light application messages, and I managed and delivered them in the background.
Second, operational ideas: how to create a small explosion point and retain users.
In fact, only a few customers can be attracted and retained through the above scheme. If you are rich, it is no problem to do so; But I hope it will get bigger and bigger in the future. Therefore, at the suggestion of customers, friends and family, some small marketing methods are tried to realize word-of-mouth communication among the people in this area.
1, create a topic to attract attention.
The characteristics of people in Xi 'erqi area are very obvious. Internet companies can be seen everywhere here. Therefore, according to the interests and attributes of people around me, I hung a banner on the juice sales trolley, which read "Programmers switch to selling juice". Sure enough, as soon as this move came out, word of mouth spread rapidly and my brand awareness increased rapidly. At that time, many customers would take pictures of me; And many customers who come over will also mention that they heard the story of my career change. Creating a story for the brand is equivalent to adding a value to the product. In fact, this idea was adopted by Chu Orange. Later, I also added some channel marketing methods closer to Internet thinking, such as putting personal WeChat QR code, Alipay QR code, and lightly applying QR code. All these have increased the brand goodwill and customers' memory of me. * * * vcaishen
2. Keep and add hands.
After the initial stable customer circle, on the one hand, I continue to strive to retain these existing customers, on the other hand, I am also trying to promote new customers. There are two main new methods:
*** 1*** mobilize existing user groups to spread word of mouth. I think, for local O2O, word-of-mouth diffusion is particularly important, and the effect is remarkable. For example, some of the operation methods mentioned above have triggered word-of-mouth communication among users, and the effect is very good.
* * * 2 * * also carried out some preferential operation activities on major holidays, such as buying juice and delivering fruit, and achieved good results. However, this method is still relatively hot, that is, work hard on retention; Later, I also tried to buy one and get one free. Generally speaking, it is enough for customers to drink a bottle of juice a day. In order to keep it fresh, ordinary customers don't save it for the next day. In this way, customers will give juice to their colleagues. Buy one get one free, keep and add highlights.
Third, how to form a large-scale * * *
After leaving the internet industry, I also tried to start a business in other industries. After several practices, I finally sold the juice in my personal capacity. I like this profession very much, and my ideal can't be carried by a car. Although the future goal is lofty, it should be achieved step by step. For me now, the first step to achieve my future goal is how to better stabilize my position in the Xi 'erqi business circle and form a stable scale.
The problems I am facing now: the production capacity of cars is limited; Team manpower is limited; Need to better integrate various O2O channel means such as WeChat, light application and even Alipay.
My solution:
1* * near the address of Baidu's new building, I chose a small room as a fixed storefront. I heard that Baidu is about to establish a new address. The new website is characterized by a larger building, which will accommodate all employees of Baidu in Beijing at present, and there are other companies in the annex; The new site is more desolate than the current Xi 'erqi business district, and the service industry has not been fully developed. It can be said that this is a huge potential market, and the competition has not yet formed. At present, the building has not been completed and the rent is low. Now is a good time to cut in. With the base area, I can operate on a large scale in the future.
2*** At present, it's just me and another colleague, one specializes in making juice and the other is responsible for delivery. In this regard, I don't think it is necessary to make detailed planning in advance, but we should be prepared to adjust and play according to the future business development.
3*** In terms of integration channels and means, I am most inclined to use light applications for integration at present. Based on my own experience, I am also giving some suggestions to the light application team, including doing the most basic and necessary but more flexible interaction, integrating the functions of WeChat, adding payment links and enhancing the positioning ability. In the future, I hope to realize the small closed loop of personal O2O with the platform of light application, and prepare for expanding the industrial chain and making a series of chains in the future.
Four, said so many experiences, also have a little feeling:
1* * is suitable for others, but not necessarily for yourself. We should analyze our own characteristics and find a method that suits us. For example, I have seen many entrepreneurial stories about what people have done with WeChat before, but with their own business ability, they can't solve all the problems they have encountered only by relying on their personal accounts. Therefore, on the one hand, we should bow our heads and look at the road, on the other hand. Not to take the smoothest road, but to take the road that suits you best.
2*** Building a good relationship with the customer base will make you get a lot of investment and improve your level. If you run your own business, you may not know everything. And many customers gave me a lot of advice to make up for what I am not good at; At the same time, it also allows customers to have more intimacy and goodwill towards the brand. Why are draft fans so loyal? Because they participated in the shaping of idols. The reason is figured out.
3*** Many people will say that they don't know what they like. In fact, you don't have to rush to find what you really want. Many times, knowing what you don't want is already a valuable asset; And based on personal experience and experience, I will find what I love in my heart at a certain moment.
4*** There is no need to say anything about courage. It takes courage and persistence to find what you love and keep moving forward. Come on together.