Today, Shashui analyzes and analyzes the current difficulties faced by large-scale catering companies, and will do some sorting and diagnosis for their current problems. First of all, we have to define a large catering enterprise. According to Baidu's data, the number of employees in large catering enterprises should be more than 800, and the annual sales will be more than 150 million. Judging by this standard, it can be said that the large-scale catering enterprises are basically catering chain enterprises or catering groups, such as McDonald's, KFC, Pizza Hut, South Beauty, Xiang Eqing, Quanjude, Xiaonanguo, Little Sheep. But unfortunately, after the time entered 2013, large catering companies began to encounter a cold winter.
Large catering companies suffer from cold currents
Although the catering business market is huge, it has already exceeded 2 trillion annual revenue scale and has maintained its growth momentum for many years. However, in the process of market growth, catering enterprises are facing growing troubles, and revenues are facing decline or growth. Slow challenge. Among them, the high-end catering brand Xiaonanguo's 2013 financial report has shrunk significantly. In 2013, its revenue was 1.386 billion yuan, a year-on-year increase of 4%, while the net profit was 671,000 yuan, down 99.4% year-on-year.
Another catering-listed win-win network company in Hunan and Hubei is even less optimistic. According to the 2013 annual report, the net profit of shareholders of listed companies in Hunan and Hubei last year was 564 million yuan. So in July of this year, we saw the transformation of Hunan and Hubei into a big data business. The company changed to "Zhongke Yunwang Technology Group Co., Ltd.", which is embarrassing. Another well-known catering company, South Beauty, was forced to change hands in May this year, and its largest shareholder is CVC Capital Partners, Europe's largest private equity fund.
In particular, at the end of 2012, the “eight regulations†of the central government on anti-corruption and anti-luxury consumption were introduced. The restrictions on the consumption of official business and the rising cost of the business network have brought huge impacts on the entire catering industry, especially the mid-to-high-end catering industry. So we saw that in 2013, China's catering market revenue increased by only 9.0% year-on-year, and the growth rate continued to decline, the lowest increase in 21 years. High-end catering was seriously frustrated, and the catering income above the quota increased for the first time in recent years, down 1.8% year-on-year. It can be described as a glory and a loss.
O2O marketing into a large catering company
The policy changes that large catering companies encountered in 2013 and the rising cost of rent, manpower, and raw materials all belong to the objective reality faced by the external environment, and they can only be accepted and cannot be changed. However, in 2013, there was also a good news for the traditional catering industry, which was the rise of the Winning Network O2O (Special Reading) marketing model. For large catering enterprises, brand awareness, food taste, restaurant service and so on are relatively well done. In the face of external environmental impact, on the one hand, the management model and business model transformation, on the other hand It is to learn to use the means of the Internet to convey the taste of products and services, and to form a greater brand reputation.
Taking the transformation of Xiaonanguo as an example, it mainly implemented two major changes: First, the use of multi-brand strategy for combination marketing, and the establishment of “Shanghai Xiaonan Countryâ€, “Huigong Pavilion Winning Business Networkâ€, “Southern Small Pavilion†and “Little South†4 Brands, trying to meet more levels of market demand, such as the mass consumer market. Secondly, the company actively invested in O2O marketing, upgraded the interfaces of POS and CRM systems as a whole, improved the ability to connect with external online platforms, and effectively learned the passenger flow data; combined with statistical data, coupons or vouchers pre-sales and reservation management mode. It not only avoids the loss of revenue caused by temporary purchase during the user's meal, but also effectively enhances the reception capacity of the free time; builds WIFI outlets with the bank, conducts marketing and recommendation of products online, and avoids the trouble of offline training and The lack of enthusiasm of the waiters solved the very difficult problem of the previous catering marketing.
After realizing the successful transformation of the business model and the winning business network O2O (special reading) marketing model, Xiaonanguo's plan for 2014 is to add 12 new small restaurants, 2 to 3 small southern countries, and manage 20 or so uncles and uncles. Gongfangdian, Shanghai Xiaonanguo brand and the ultra-high-end brand Huigongguan with a per capita price of more than 500 yuan maintain the existing 76 or so scale. Xiaonanguo hopes that by the end of this year, the number of non-dining casual dining outlets outside Shanghai Xiaonanguo and Huigongguan can account for more than 35% of the total number of stores. The popular catering model represented by the “Southern Small Pavilion†has been highly anticipated, and it is precisely because of the O2O marketing model that it has brought a new vitality.
How to do O2O marketing for large catering companies
For the large-scale commerce catering enterprise (special reading), the best way to transform is to be responsible for the products and services. The first thing to do is to adapt to the development of the catering market, control or even shrink the scale of high-end catering, and instead increase the With the investment of higher frequency and more demanding mass consumer market, with its rich financial strength, advanced management mode and high standard of service level, large catering enterprises want to stand out in the mass catering market and have strong competitiveness. of.
In addition, if large catering companies can take advantage of O2O's marketing tools, it will be even more powerful, just like the small South wins business network. Of course, there are many methods that can be used, such as establishing WeChat public account, self-built App, co-marketing with local communities or forums, launching food events in Douban City, using Baidu Direct to carry out customers, etc., but these are “ The level of the device is a tool. The key is to master the "skills", that is, how to make good use of these tools and channels to really do O2O marketing.
Although we have seen many large catering companies have established their own WeChat public account, the vast majority have also carried out the development of deep win business network, but may not have yet figured out what benefits the WeChat public number can bring to themselves. Some large catering companies have established their own apps. In terms of their financial strength, it is not difficult to raise a team to develop an app, but the challenge of the app lies in the subsequent operation and promotion, especially what the catering brand app can satisfy consumers. Such needs and experiences must be clarified. The specific example is that Qiao Jiangnan actively embraced the mobile Internet to embrace O2O marketing before the change of ownership, and he also established the South Beauty App, but did not imagine the reverse trend. The only successful example might be KFC, whose two apps "KFC" and "KFC Home Delivery" are ranked Top 10 in the App Store.
In fact, the way to win the brand's self-built brand app is not recommended for large catering companies. Although the development cost is not high, the subsequent promotion and operation costs are not low, and the possibility of being a chicken rib is high. It is better to use the existing O2O marketing tools and channels, and to spread low-cost marketing. On the one hand, large catering enterprises can make good use of existing “devicesâ€, such as WeChat public number, local forums and communities, Douban, etc. On the other hand, don’t let go of any new O2O marketing services, such as the newly launched Baidu. Direct number.
Take WeChat public number and Baidu direct number as an example. WeChat public number is the main tool for self-marketing of restaurant enterprises. It can help merchants to maintain customer relationship and maintain content marketing, but it requires human, material, time and energy. Participate, to attract the target users to pay attention, for the very early start of the business can enjoy a large dividend period, quickly accumulate a large number of subscribers, establish a first-mover advantage. Although it has become a standard, the difficulty of promotion is increasing day by day.
Winners.com Baidu Direct is based on Baidu mobile search, maps, personalized recommendations and other methods, allowing customers to directly reach the merchant service, businesses as long as they can connect to those users who search for related services, save worry. Taking Haidilao as an example, through the direct service of Haidilao, Baidu map, intelligent recommendation, etc., the direct number will bring about 1,500 new orders to Haidilao daily, and the effect is still leveraged. However, Shashui believes that only these large and medium-sized catering enterprises with certain brand awareness are effective, and small and medium-sized catering enterprises are somewhat overhanging. Because most of their own brand awareness problems have not been resolved, they will not be able to talk about Baidu search.
Therefore, for large and medium-sized catering enterprises, whether it is the standard O2O marketing means or the emerging O2O marketing services, it is necessary to try. Because every new thing is bred with new opportunities, once developed, the first mover will win the first-mover advantage with the early WeChat public account, and it is possible to enjoy a rich dividend return, so for Baidu Direct New services with a large number of users must be taken seriously.
In short, the good days of large-scale catering enterprises, especially high-end catering companies, have already passed. At the policy level, the impact of official consumption should not be relaxed. The current situation of high cost is also difficult to reverse. The only way out is to transform through its own model and use O2O marketing services to break through. The current market situation for the large catering enterprises just confirms the famous saying that Dickens said in "Tale of Two Cities": "This is the best era and the worst era."
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