What exactly should be done in the Internet marketing operation of catering?

The brand has its own omni-channel operation

The purpose of omni-channel operation is to allow more customers to see brand-related information or activities anytime and anywhere, so as to attract them to the store. Of course, there are many new ** platforms, and they can't all be played according to the same routine, so there must be a focus.

Refined operation of the vertical food platform

After the O2O war, the catering and gourmet platform represented by the Xinmeida platform has gradually become the decision-making entrance for users' catering consumption.

At present, there are Meituan, Dianping, Nuomi, Koubei.com, etc. on the market, and my operating experience is that as a brand restaurant, Meituan and Dianping are the main brand display entrances, which can be defined as online stores to operate, and many people just use Xinmeida as a release port for various preferential information, which is far from giving full play to the advantages of this platform.

The operation of the fan community is an important means to build customer stickiness

My operational experience is that you need to build a persona before you build a community.

Offline activities adapted to local conditions are necessary event operations

There are two basic purposes of offline activities, one is to bring in external customers, and the other is to encourage customers in the store to share.

Of course, it's drainage, now many restaurants have their own customer groups, and then use the purple bean assistant to manage customers in the store, drain new customers, and set up their own style for their stores, there should be a lot of methods.

With the development of society, the requirements for food are getting bigger and bigger, and no matter how the diet changes in the future, the following points must be followed: If the restaurant owner wants to attract consumers, he must understand the new way of catering operation in the future and create new characteristics of the brand in advance. What does a F&B operation do?

Hua Wanli would like to introduce it to you as follows.

First, food and beverage operations need to achieve a dietary environment that is compatible with the modern major consumer population.

The main consumers of the current society are 80,90,000 years later. They are no longer satisfied with the food. We begin to pursue it according to the special food environment.

Personalized, lightweight, and stylized eating environments are more likely to meet the requirements of modern consumers. Therefore, food and beverage operations must achieve a dietary environment that is compatible with the population of modern major consumer bureaus. In addition, many large catering brands are already creating personalized decoration styles that consumers can "eat, watch, and enjoy".

Honor. Second, food and beverage operations need to create different life experiences through new dietary patterns.

Recently, more and more people are concentrated in cafeterias, and some restaurants have also started to be cooked by consumers themselves. This model not only reduces the cost of opening a store, but also makes the store more attractive. On the other hand, customers are not bothered by the problem of slow eating.

Because consumers pay more attention to what they make. In the future, self-service and self-service food models will become more popular, which will also become a new food business model. Therefore, F&B operations need to create a different life experience through new ways of eating, and in the future, as long as there are two couples in a restaurant, it can be easily operated.

Third, the catering business continues to develop new dishes to provide the sustainable competitiveness of the brand.

This may continue to exist, but people will pursue more new dishes in the future. If there is always only one product in the restaurant, it is difficult to continue operating, and once competitors appear, it is easy to be defeated by various competitors. New products don't have to be limited to the flavors they offer.

For example, we also offer kebabs, and we can also have special yakiniku in the store. If they are distinctive and delicious, today's young consumers will buy them. However, it must be related to the main project.

For example, if you are cooking Japanese cuisine and developing Chinese cuisine, if you don't force the two dishes to be parallel, it will have the opposite effect.

1. SEM PPC.

2. Network alliance advertising.

**Alliance, together with SEM, is called Dasou.

3. Portal advertising.

5. Information flow advertising quietly spine.

7. Advertorials.

In the form of **, published in the central media, business ** or portal**, to publicize the business information of the enterprise, soft implantation.

8. E-commerce advertising.

It refers to the advertisements placed by customers on e-commerce platforms such as **, Tmall, Pinduoduo, etc., in order to obtain a large number of goods**.

9. Q&A ads.

10. Forum promotion.

For example, paste bar, Tianya, cat pounce.

11. Self-promotion.

12. Live streaming.

Including **live broadcast, Douyin live broadcast with goods.

13, Little Red Book Grass.

14. Weibo promotion.

Super fans, cornucopia, splash ads, hot searches, etc. are all commonly used forms of promotion on Weibo.

The cornucopia is the diffusion of KOLs or celebrities endorsing Party A's blog posts, which can be understood as Weibo information flow advertisements.

15. SEO optimization.

The disadvantage of optimizing the ranking of the official website and relying on organic traffic is that the cycle is long and it is easy to fall off without maintenance, so the cost is not low.

16. Word-of-mouth marketing.

17. Social Advertising.

18. Optimization of drop-down box associations.

19, B2B** promotion.

Such as Alibaba, HC, Bafang Resources Network, China's ** business, etc., publish ** products on it.

21, Mail**.

The advantage is that it is cheap, and the disadvantage is that spam ads are easy to block and the open rate is low.

22, SMS**.

Similar to mailing**.

23, Kol Koc Marketing.

24. Official website construction.

Establish a corporate official website to facilitate customer contact. It is equivalent to opening a green channel.

25. Promotion of classified information.

58.com, Ganji.com, Baibai.com and other classified information platforms, the number of users is also very large.

The new spine of the old filial piety has brought new opportunities to the tourism industry, the new marketing of the tourism industry needs a multi-dimensional strategy and model, the following are suggestions on how to carry out the new marketing of the tourism industry:

Develop appropriate marketing strategies: Tourism marketing needs to formulate marketing strategies based on their own actual conditions, and determine the target user groups, brand positioning and service characteristics. In order to better display the featured tourism products and attract more target customers, the key is key.

Establish ** and social ** platform: The establishment of ** and social ** platform, such as WeChat, Weibo, Douyin, etc., is the premise of new ** marketing in the tourism industry. These platforms can provide various services such as information release, promotion, and interaction for the tourism industry.

Create unique content: unique and attractive content is the core of new tourism marketing, through interesting, **, **, etc., to provide users with different degrees of experience and entertainment, and then improve user stickiness and conversion rate.

Use search engines for optimization: Most people will use search engines to query in the process of choosing tourism, therefore, the tourism industry needs to optimize through SEO and SEM to improve the ranking and consumption of tourism, and attract more target users to visit and consume.

Give full play to the function of big data analysis: big data analysis can improve the accuracy and effect of new tourism marketing, and help the tourism industry better understand its target customers through the analysis of user preferences and needs, and thus carry out personalized service and product innovation.

In short, the new marketing has played a vital role in the development of the tourism industry, the tourism industry needs to integrate various platforms and resources, dig deep into user needs, and real-time, multi-dimensional understanding of customer feedback and industry dynamics, through digital transformation and marketing innovation, to create a better tourism lifestyle for social users.

The development of China's catering industry has both opportunities and challenges

In recent years, China's catering industry has developed rapidly, with the improvement of people's living standards, the market demand of the catering industry has been expanding, and with the continuous upgrading of consumption. But at the same time, the catering industry is also facing various challenges brought about by the new economy, new technologies and new consumption.

According to the data of the National Bureau of Statistics, in recent years, the market size of China's catering industry has continued to grow, exceeding 2 trillion yuan in 2011, 3 trillion yuan in 2015, and 4 trillion yuan in 2018, reaching one trillion yuan, accounting for the national economic output value. Although the growth rate has declined in recent years, it was still higher than the GDP growth rate in 2018, becoming an important driving force for GDP growth.

From January to October 2019, the cumulative revenue of China's catering industry was 3,693.2 billion yuan, a year-on-year increase.

Statistics and growth of revenue scale of China's catering industry in the first 10 months from 2012 to 2019.

The degree of chaining is gradually strengthened, but the Matthew effect is presented, and direct sales are still the first choice

Among the surveyed enterprises, the average annual growth rate of directly operated stores is higher than that of franchised stores, and on the whole, the degree of chaining of the catering industry has gradually strengthened. In the industry, there is a trend of more franchised stores and more people joining, and the Matthew effect is more obvious. Comparing the number of enterprise groups with direct stores and the number of enterprise groups with franchise stores, it can be found that the number of directly operated stores is still much larger than that of franchised stores, which shows that the current catering industry enterprise groups are still giving priority to the development of direct stores in order to ensure product quality and maintain brand reputation.

The cost of sales management and finance is worth paying attention to, and brand development has become the biggest concern

Raw materials, rent, and labor costs are still the three fastest rising costs. According to the proportion, the cost of raw material purchase, sales management finance and labor costs account for the largest proportion, of which the cost of sales management finance is high, and the profitability of the enterprise is not strong. In the survey of the direction of enterprise attention, enterprises pay the most attention to the development of branding, and the proportion of enterprises that pay attention to the development of branding, followed by the development of the first chain (proportion and green development).

Some markets have performed outstandingly, and quality has developed into a new opportunity in the market

In recent years, due to the growth of market demand and scalability, the hot pot category has become a major category in the catering segment due to its unique business model of high standardization. Total revenue of the hot pot market.

In 2018, it reached 875.7 billion yuan, an increase of more than 52% compared with 2014, and it is expected that the revenue of hot pot will reach about 960 billion yuan in 2019. The revenue per square meter of hot pot is better than that of other catering categories, and the performance is outstanding.

The wedding banquet market has become an important revenue segment of enterprises, and a number of catering companies focusing on wedding banquets have risen and are highly sought after by the market, and have flourished in the fierce market competition through high-quality wedding banquet products and services.

Time-honored brands have become the dual carriers of culture and consumption, which are of great significance for promoting excellent traditional Chinese culture, promoting consumption, and stimulating economic growth, and are facing important development opportunities.

Published in theAnalysis report on the development prospects and investment of China's catering industryAt the same time, the Prospective Industry Research Institute also provides solutions such as industrial big data, industrial planning, industrial declaration, industrial park planning, and industrial investment promotion.

There are two types of drainage channels, online and offline. Common online drainage includes Moments marketing, Internet advertising, circle socialization and self-promotion, etc., and common offline drainage includes live broadcasting, leaflet distribution and business cooperation.

In the catering industry, the essence of marketing is to motivate customers and make them feel that their company's dishes or services exceed the value they have paid. Of course, to achieve such an effect, the most important thing is to ensure that the taste and quality of the dishes are excellent, the service quality is good, and the enterprises in the same industry have a good advantage, this advantage can be the best than the taste, service, environment and so on.

With the rapid development of the Internet era, the speed of information dissemination has increased and information tends to be transparent, and the best in various industries also tends to be transparent, and the more room for adjustment of products. Of course, in the catering industry, the competitiveness of the product not only depends on the first, but also depends on the service, environment, taste and other factors attached to the product, that is, the customer pays the corresponding first, whether the customer can enjoy the service equivalent or even higher than the first, and brings the details of physical and mental pleasure to the customer, so that the customer feels that it is worth the money.

In the process of email marketing, it is very important to convey the company's product characteristics, service quality, corporate culture, etc., to the customer's target, and accurately find out the customer's pain points. Today, I will share with you how to use email marketing to capture the pain points of customers in the catering industry.

1) Contrast type of mail.

With the increasing number of food safety accidents on the Internet, customers are increasingly worried about the safety of food, so you can grasp the pain point of customers worrying about food safety in the email.

You can give examples of safety accidents that have occurred in the past few years, and you can tell customers how to identify food, for example, you can teach customers how to identify gutter oil, identify whether hot pot base is reused, and so on. And in the email, the food safety of their own restaurants is reflected, such as putting the clean and tidy ** of the restaurant into the email, and you can also put a series of edible oil, meat, vegetables, fruits, etc. for photos, so that customers can rest assured at a glance.

Compare the restaurant with your own restaurant in the email to form a huge contrast, catch the customer's eyeballs, and increase the marketing effect of email marketing.

2) Concerned about the type of mail.

In the catering industry, every restaurant basically has a special cuisine, which can be used for marketing and promotion, for example: whenever the seasons change, you can remind customers that climate change is frequent, you need to pay more attention to cold and warmth, etc., and design and push the "cold and warm" type of cuisine for customers to choose, or you can design a dish that can relieve the fatigue of staying up late and protect the body according to the characteristics of people who often stay up late in the workplace, and push it out, etc.

Of course, make good use of the personalized function of rushmail, set the sender's name in the email, so that each customer feels that the email is sent specifically for him, and this dish is also specially designed for him, which can improve the customer's favorability and promote the consumption of the enterprise.

Finally, in the catering industry, when emailing, the most important thing is to use more ** to speak, when describing the dishes, no matter how much you describe it, it is not as effective as a ** that makes people have an appetite when you see it, so that customers can't wait to consume in restaurants and promote the development of enterprises.