Partners, welcome to Explosive Business Academy's Enterprise Explosive, learn about explosive knowledge. Or find someone to do it? In the jitterbug fire, and then what? With or without the impact of the epidemic, catering companies must embrace the Internet to carry out online business. Where there's traffic, there's business. Caterers should take the initiative to embrace change, be brave enough to innovate, and keep up with the beat of the times. And the onlineization of business must first do a better job and better back-end supply chain support, so that we can get a double boost in business and satisfaction. The reason why Jitterbug can become an important channel for catering online, in addition to the large traffic opportunities, consumer decision-making online is also a factor that can not be ignored, because more often than not dining decisions are determined long before they come out. Online operation of jittery voice, there are three main traffic sources: short video, live broadcast and search. Restaurants engaging in Shake Shack life service operations can both operate themselves, find people who are good at what they do, and find professionals to do specialized work with the help of service providers. Relying on a short video, a live fire all over the north and south of the "pulse operation", although not benign, but on the store operations and supply chain pressure, in order to achieve sustained and stable growth, still need long-term planning and investment. Catering online is not immediately to do? "Under the epidemic, catering enterprises must grasp the embrace of the Internet" Feng Chun, Director of Customer Operations of Xu Ji Seafood: The epidemic in the past few years has caused many catering enterprises to face considerable challenges. Xu Ji seafood since its inception has been 23 years, more than 60 stores across the country, in the epidemic, whether it is turnover, or customer flow, per capita consumption is declining, the customer's consumption frequency is a sharp decline. In this case, the enterprise can not sit back and wait for death, must find a new breakthrough to save themselves. And open online channels can bring new opportunities for business and grow up, Xu Ji seafood special professional team to outsell, short video, live way to achieve online upgrade. Barbaric Hunan rice noodle founder Zhang Tianyi: special period to let the catering redefined, in fact, the epidemic affects the offline stores, but does not affect the catering. For example, in 2020, the national catering revenue in 2020 was nearly 4 trillion yuan, a year-on-year decline of 16.6%, but in the same year, pre-prepared dishes, convenient and quick food and other online-related products instead grew by 170%. Therefore, our definition of food and beverage is changing, and the traditional store-to-store business approach needs to change to further expand the online-enabled food and beverage business approach. "Even if there is no epidemic, caterers should grasp the onlineization" Wang Cen, Chairman of B Capital and Founder of Consumer King Accelerator: even if there is no epidemic, caterers should grasp the onlineization. Epidemic to the traditional industry people sounded the alarm, even if there is no epidemic in these three years, not online transformation of the enterprise will be "eliminated". Catering enterprises should quickly embrace the Internet at this moment to carry out digital reform. Especially large enterprises, if they can not keep up with the changes of the times, the future survival rate will be reduced, even elephants will be swallowed by the ants, because the business community is very developed, the fight for efficiency. So you will find a lot of new food and beverage forms relying on the line, such as pure takeaway brands, net red restaurants, pre-made dishes and so on. Fan Ning, creator of Red Dining Network: from our observation, the development within the catering industry was weak before the outbreak of the epidemic in 2019, and at that time, the catering circle appeared with this cry - catering enters the era of stock competition. The arrival of the epidemic has accelerated this process, so the challenges and pressures faced by those who do catering will not be interrupted, and even if the categories are different, the cities are different, and the scales are different, the caterers have to positively embrace the changes and dare to create. Huang Geng, President of the Leisure Committee of the World Federation of Chinese Cuisine: In the past, the catering industry was in the dividend period, and the online and offline business could not be completed, and almost no one paid attention to the online business. Nowadays, in the stock market, online business has reached an increasingly important stage. Brands need to keep pace with consumers and continue to capture new traffic and new ways to play. Where there is traffic, there is business. Whether it's during an epidemic or in this new normal, it's important for restaurants to keep up with the times in their operations and keep updating and iterating. Why do catering companies want to enter the Jitterbug life service? "Wine is not afraid of the deep alley, the alley is deep with Jitterbug" Xinliangji CEO & New Spice Road founder Li Jian: Catering is a "traffic business", and the reason why the restaurant owner will be online and offline store willing to pay such high rents, the most fundamental reason The most fundamental reason why restaurant owners are willing to pay such high rents for online and offline stores is the demand for traffic, the demand for online and offline personnel traffic. But many restaurant people have actually forgotten that many consumers today do not make decisions when they shop offline, perhaps 3-5 hours ago, when they sit down to go home, they have already made a decision online earlier. Influencing consumer decisions earlier from online and getting them to pick us online is an important topic for restaurant owners. Shake Shack now has 600 million daily activity, a very huge amount of online traffic, and if you don't do it, it's like having to find a nook or cranny to open that restaurant. Two days ago I shot a jitterbug, and I said that this wine is not afraid of the deep alley, and the alley is deep with jitterbug. Some people even said that the value of the current offline traffic may not be so great, if the store's own characteristics are very obvious, rent a rent cheaper by about half, take the balance out into the jitterbug is not better? Because we really see a lot of fire restaurants on the jitterbugs are like this. Meet the small noodles founder Song Qi: In the past, we said that if the young people are the main force of the jitterbug, but in fact, in my opinion, the audience of the jitterbug has been very wide group, different age groups, different regions have people. In this case, there is just no controversy at all, it must be done. Jitterbug life services catering industry operations director Ni Boya: Users are now not limited to just interacting with the screen, from content seeding, to group purchase purchase, and then to offline consumption, to provide users with a shorter and more convenient consumption chain. Merchants also take advantage of short videos and live broadcasts, a new form of content, to visually display the characteristics of their products and store features to consumers, and to carry out digital business in Jitterbug Life Services. From January 2021 to January 2022, the GMV of Jitterbug Life Service increased 234 times. On the daren side, in January 2022 compared to May 2021, the number of service daren grew 17 times, and on the content supply side there is a constant trend of an abundance. Whether in the transaction conversion item or the content dissemination item, it is imperative for catering companies to do business in Jitterbug Life Service. "Through the jittery voice life service, harvest sales and brand enhancement" He Guangqi, founder and chairman of the board of directors of Gluttony Group: Recently, our brand ___6th anniversary of the event, in the jittery voice life service harvested 4.6 million turnover, through the cooperation with the "small Ming rough to go", also for the brand to bring a good deal. Through the cooperation with "Xiaoming Rough Going", it also brings good results for the brand, and we have seen the actual benefits of operating Shake Life Service. We believe that as long as a brand's own products are good enough, Jitterbug can help you amplify your advantages. The competition in the whole catering industry is very fierce, enterprises must pay attention to new trends in real time, seize the dividends, and open up new ways of operation and growth paths for the brand. Yin Jiangbo, chairman of the board of directors of Food Shang Guo Wei Group: Catering enterprises should of course do jitterbug, but there is a prerequisite that it must be delicious, which is the foundation. This is the foundation. If you don't taste good, you can't publicize it anymore, which is the relationship between 0 and 1. If you don't taste good, the more you promote, the faster you will die. Tao Taoju from September last year in the jittery voice life services to now live sales reached 8.2 million. In addition, Tao Taoju has realized the conversion of store visits with the help of short videos to continuously expose and enhance the heat. I think that the premise that jittery voice can help brands expand their advantages and gain new development is that they themselves should be well prepared for the basics. How to do the jittery voice operation? Do it yourself, or find someone to do it? "Find professional people, do professional things" meet small noodles founder Song Qi: any new business, in the community there are already mature service companies can do, then you can outsource. For example, the delivery of this matter, there is no need to go to the city and then group dozens of cars to deliver, because the logistics companies are already relatively very mature. I think for a new business, especially online such a fast-changing business, if you have not made up your mind to build their own team, it is better to find professional support. Zhao Liping, vice chairman and general manager of Guangzhou Restaurant Group: We must have the support of a professional team to do the online operation of Jitterbug life service, and we really can't do everything by ourselves. It would be better for us to do what we do best, give play to our own catering taste, service and other aspects of the advantages of the product and service excellence, and then with a professional online operation team, do short videos to do live broadcasts, but instead of higher efficiency. "Self-operation and Darren cooperation can be organically combined" life service Darren Xiaoming rough to go (Jitterbug No. 1.227 million fans, the cumulative GMV of the past 13 months reached 100 million): Darren cooperation can bring value to the merchant, through the Darren's recommendation and fan trust, to promote the sales of goods conversion. At the same time, I think that in the long run, merchants should learn to self-operate, which can precipitate the fans who have brand identity to the merchants. Merchants should take out at least two manpower to specialize in Jieyin operation, and make a systematic plan for their entire live broadcast and short video shooting, which is crucial for the brand. Pony Song, founder of Pony Song Strategic Marketing Consulting: The essence of business success is not marketing success, but operational success. People should not be disillusioned with marketing. In fact, the companies that can really make it big are not good at marketing, but good at business management. If I told you 100 ways to do jitterbug today, it may be outdated after six months, but you need to have the ability to encounter problems and solve them, and turn it into your own methodology, so that you can continuously improve and precipitate into your own things. "Jitterbug life service operation 'code'" Jitterbug life service North China business center in charge of Luo Liang: merchants operating Jitterbug, the core source of traffic is three pieces: short video, live and search. Short video and live relying on the account above, so it is recommended that we first think clearly is why to do this account, if at the beginning in order to realize the cash, then in the persona to build, at the beginning to think about their own face of the crowd, verticalization is very important; to establish a good unique persona positioning, and then go to do content for the relevant crowd. In addition to short videos and live broadcasts, there are still some things that can be continuously explored and optimized by merchants. During the period, we found that the proportion of transactions based on content search in ShakeEn has been increasing, because many users use ShakeEn to search to meet their very specific needs. For example, in the category of "Beijing hot pot", if the short video content of merchants can be optimized to improve the search rankings, it is also very helpful to increase the conversion rate. In terms of commodities, it should be attractive, either with unique selling points, or can "trace the origin", so as to be able to stand out in a wide range of commodities to meet. At the same time, it is important to take into account the cost-effective, cost-effective refers not to the low price, but the same price under the provision of goods or services more valuable. Chen Huiling, Founder of Fotilex: I would like to share a case study of a merchant that I actually operated - a Hunan cuisine brand in Guangzhou. Its stores are relatively large, and there are many dishes, with more than 40 SKUs of signature dishes. If we were to do the Shakeology operation, we would just combine a bunch of products, shoot a short video, and then put it on a group buy, which would give the user the perception of a discount promotion, which is not ideal. Instead, we use a limited number of stages, a regular signature dish, tell the story behind the dish, each dish is limited to 300 copies, and then change to another dish after the sale is over. Why do we do it this way? There are two reasons. First, we wanted to make it possible to focus his Jitterbug audience on the dishes while taking into account the sales and branding at the same time. Second, this form will not disrupt the original price system of the business. Liu Kites, founder of Dalong_Hotpot: In special times, we launch some special activities through insight into consumer demand. For example, the company's marketing partners found that after the camping fire, immediately follow up, on-line camping packages, because of the trend, to meet the needs of young people, immediately sold out. At the same time, we launched the "Hot Pot Bus" program with Chengdu Bus Group to create Chengdu's food business card, which gained a lot of popularity on Jitterbug by chasing hotspots and joint brand activities. What happened after the Jitterbug fire? "Return to the essence, long-term investment, long-term operation" wooden house barbecue founder Sui Zhenggun: many people say that he brought goods this time to sell millions, tens of millions, but sell a hundred million and what can be done? If we do not solve the problem of long-term survival and development in the future, just fire a word, and not particularly great value. For example, before the log cabin barbecue in other platforms just started to takeaway when the sales situation is very good, but after a period of time, I put the online platform operation action suspension, because see the customer experience data all the way down, we want to ensure that the customer experience. Online operation is sometimes a double-edged sword, if online and offline can not be a good match, but will have the opposite effect. Online platforms have a huge amount of traffic, which can lead to rapid growth as long as you put some effort into it, but it can be a disaster if the company's operational capabilities can't match the traffic. Yin Jiangbo, chairman of the board of directors of Food Shang Guo Wei Group: Many brands at first try all kinds of ways to catch fire in order to attract traffic, but if your product does not work, the more consumers you reach, the faster you die. Therefore, whether it is online or offline business, the first thing to do is to do a good job of the basic food and beverage, the customer experience is good, so that the jitterbugs will help to amplify the spread, little by little to accumulate more traffic, rather than doing an event or doing a publicity. Feng Chun, Customer Operations Director of Xu Ji Seafood: We do Jitterbug is a long-term investment process. In order to specialize the operation, we hired a team of professional service providers, even in the case of relatively tight funds or independently come up with special funds to put a piece to go well. 2021 September, Xu Ji Seafood in Shanghai organized a product show, a number of food celebrities to the scene to taste, the purpose is to hope that through the celebrities, so that young people across the country to understand the brand of Xu Ji Seafood; this year, in June, the company 23rd Anniversary Jitterbug special live broadcast, brought 3.21 million sales, which is not a single point of explosion, but relies on long-term operation and accumulation. Jitterbug life service marketing center responsible person Wang Ding_: "Brand online operation can not just short-term rush, but long-term stable and continuous growth and offline services to adapt." A time order surge, if the back-end supply chain did not keep up, but affect the store customer experience. Merchants to do a good job of online and offline operations and management, and gradually realize the online, small steps, continuous iteration, you can achieve a double harvest of business and satisfaction. In fact, the traffic has always been there, just have early access, late access, more access, less access to the problem. But after the traffic acquisition, how can these traffic service is the most important. Because behind the traffic is a real user. Therefore, the brand must not just think of a fire in Jieyin, but should carry out continuous operation actions after making supply chain preparations, no matter whether it is shooting short videos or looking for daren to visit the store, no matter whether it is self broadcasting or looking for daren to broadcast, there must be a long term, regular planning and long term operation in the Jieyin life service. Where the traffic is, where the business is. Many catering companies are actively expanding new ideas to seize the first opportunity to operate online, either by building their own teams or by cooperating with professionals to enter the Jitterbug life service early. The important thing is that online and offline are well integrated and continue to operate, the only way to achieve steady growth and a double harvest of business and satisfaction. And about how to find the entry point of their own industry and products, and penetrate it, the achievement of their own super pop, pop business academy - cold start strategy will be a detailed comb for you, welcome to our courses to learn and exchange.