Cover News Reporter Wu Yujia On July 27, Weimeng Smart Catering, the World Chinese Catering Industry Federation and Red Meal Network released the "2022 Catering Industry Private Domain Operation White Paper" (referred to as the "White Paper"), focusing on The industry concern of "increasing revenue and reducing expenditure for long-term growth" focuses on the development trend of the catering industry in the private sector scenario. Since the beginning of this year, the rebound of the epidemic has made private sector operations more popular. Many catering companies have entered the business, but overall they have achieved little results. Misunderstandings about private sector operations still plague catering practitioners to this day. The "White Paper" mentioned in the preface at the beginning that related issues such as "The value of the private domain? The private domain strategy of international giants? When is it appropriate to deploy the private domain? Does having tools and members mean it is a private domain?" and other related issues are still affecting the catering industry. The judgment of private sector operators therefore many catering companies often regard the private sector as a "placebo", making decisions when the epidemic strikes and forgetting about it after the epidemic eases. At the same time, international catering giants are pursuing gold mining in the private sector. According to Yum China's financial report, the number of members will exceed 360 million in 2021, an increase of 20% from last year, and the sales generated by digital orders throughout the year will exceed US$7 billion, exceeding 85% of the company's restaurant revenue. With the focus on private sector operations, KFC's online orders from members are almost equal to offline dine-in orders, which simultaneously drives revenue growth against the trend. It is also a private domain operation, but it has brought about completely different private domain results. The uncertainty of private domain operations has raised the decision-making threshold for catering companies to enter the industry, and has become an urgent problem for catering people to solve. Based on Weimeng Smart Catering's long-term private domain operation experience and industry observations, the "White Paper" specifically proposes "three stores in one, increasing revenue and reducing expenditure" in view of the two weak links in the private domain operations of "activating repurchase and fission to attract new customers". "The solution provides catering companies with a complete operating system to help them achieve operational upgrades and management upgrades. The "White Paper" provides two major reference models for catering companies. On the one hand, it divides the private sector operations of the catering industry into three major stages: "action period, improvement period, and long-term period", and extracts the "four forces model" of organizational strength, product strength, commodity strength, and operational strength to provide catering companies with Private domain operations provide reference coordinates and answer the common misunderstandings in organizational management that most catering companies limit private domain operations to key indicators such as tools and number of members. It helps catering practitioners understand private domain operations more deeply and find rules to follow. Methods for building effective private domains. On the other hand, the "White Paper" also proposes a global DTC operation model and migrates it to member operations. How to balance public domain operations and private domain operations is an important strategic consideration that cannot be avoided in the operation of catering companies. Especially under the new consumption trend, new scenes and new channels are constantly emerging in the face of new groups of people, and small businesses are gradually emerging in addition to reviews. Public platforms such as Hongshu/Bilibili can also retain potential customer flow for catering companies. The global DTC operation model is intended to tell catering companies that the private domain does not mean denying the public domain. It further puts forward the important principle of "private domain is the basis and the public domain is used", so that catering companies can rely on the private domain and cross the public and private sectors. Integrate multiple forms and scenarios into domain boundaries to continuously accumulate members in the brand's traffic pool, ultimately achieving efficient member management. Maximize the traffic conversion effect, continue to explore large-scale growth, optimize and improve private domain scenarios, and steadily enter the stage of sustainable growth. Bai Yu, senior vice president of Weimeng Group and president of Weimeng Smart Catering, believes that private domain operations are essentially online and offline user management. Focusing on the core of "user management", domestic membership management tools and private domain operation effects have each formed different development trajectories. On the one hand, membership management tools have evolved from early CRM and SMS notifications to WeChat and Qiwei, and membership management has continued to evolve towards efficiency and accuracy; on the other hand, member consumption frequency, member unit price and member brand loyalty are still declining. These changes have increased the difficulty of private domain operations for catering companies. Behind the changes, in addition to industry factors such as younger consumers and scarce user attention, there are also two major obstacles to private domain operations of catering companies. On the one hand, although there are many touch points for member conversion, including payment to become a member, scanning a QR code to order food and becoming a member, etc., these processes rely heavily on store promotions and oral broadcasts by store staff, and the space for tool efficiency improvement is limited. On the other hand, member reach is narrowed to dine-in customers and relies on text messages, WeChat public accounts, and mini programs. The effect is very limited and it is difficult to fully unleash the value of members. The two major obstacles reflected in the daily operations of catering companies reflect the problems of low member consumption and low brand loyalty.

Therefore, through management upgrades and operation upgrades, fully unleashing the potential of digital tools and allowing digital tools to better serve people has become an important direction for private domain operations of catering companies. If you have any news clues, please report them to us. We will be rewarded if adopted. Follow us on WeChat for reporting materials: ihxdsb, QQ for reporting materials: 3386405712