In 14, "Baheli Beef Hot Pot", a category of deep-ploughed cattle and super hot pot, spanned the city of 18, with more than 200 direct stores, and more than tens of millions of people queued to punch cards every year, which won the favor of stars and gourmets such as Gao Yuanyuan, Nicholas Tse, Ku Kuiji and Cai Lan.
one
Based on category characteristics, build brand advantages and break through the category Red Sea.
According to "China Catering Big Data 202 1", the chain rate of hot pot industry in China has reached 18.3%, and the competition for market share by major brands has entered a white-hot stage. In order to gain a foothold in the fierce competition, it is the foundation to highlight the category characteristics, but it is also necessary to give play to the brand characteristics on the basis of the category, aim at the target customers, and create private domain barriers, which is also a key step for "Baheli Beef Hotpot" to "follow the trend" in the trendy beef hot pot army.
In beef processing, "Baheli Beef Hotpot" only uses 37% beef from 3-4 year-old cows for processing, and uses 10 different knife methods to reproduce the "magic power" of understanding cows. In terms of product design, the secret sand tea sauce made by Lin, the founder of Baheli beef hot pot, has been optimized and improved in line with the public taste while ensuring the traditional taste. On the day of launch, sales quickly broke through thousands.
▲ "Baheli Beef Hotpot" signature dish
two
Building an Integrated membership management system
Accumulated 5 million private domain members.
People-friendly price and consistent quality make Baheli beef hot pot quickly gain a large number of loyal customers. Since 20 17, "Baheli Beef Hotpot" has opened nearly 200 stores in 18 cities such as Shenzhen, Beijing, Shanghai and Guangzhou at an average rate of three stores per month. With the increasing number of stores, it is no longer possible to meet the needs of the national operation of "Baheli Beef Hotpot" only by relying on offline restaurants to operate members.
▲ "Baheli Beef Hotpot" Restaurant Dining Environment
Considering the convenience and stability of membership system, in 20 19, "Baheli Beef Hotpot" gradually established an online and offline integrated membership operation management system covering 130 stores through cooperation with Yazuo. At present, it has accumulated nearly 5 million high-quality members, laying the foundation for its later retail transformation.
▲ "Baheli Beef Hotpot" member center/member stored value
three
A mature supply chain system empowers brand retail upgrades.
Plus small program member mall to explore new business.
In the hot pot track where Matthew effect is getting worse and worse, the value of supply chain is more reflected in empowering the competitiveness of enterprises. From farms, slaughterhouses, central kitchens to stores, "Baheli Beef Hotpot" has built a complete and powerful supply chain system, upgraded products, efficiency and quality, and raised competition barriers in the industry.
In order to break the curse of "beef is not delicious when it is out of Chaoshan", "Baheli Beef Hotpot" controls the quality of beef from the source by cooperating with high-quality pastures in Inner Mongolia and Yunnan-Guizhou-Sichuan. At the same time, "Baheli Beef Hotpot" has set up slaughterhouses and distribution fleets in Shenzhen, Guangzhou, Beijing and other places, and insists on "three kills and three matches" every day to ensure that beef is delivered from the slaughterhouse to the table within three hours, so that diners can taste the freshest beef at any time.
▲ "Baheli Beef Hotpot" signature dish
The mature supply chain system has helped "Baheli Beef Hotpot" successfully span the growth cycle of Chaoshan beef Hotpot category and achieve rapid development. In addition to selling retail products through offline supermarkets such as over the rainbow Supermarket, in February, 20021year, "Baheli Beef Hotpot" was launched into the applet member mall through the integrated solution of Wei Meng Smart Restaurant and Three Stores, so as to tap the new increase of retail catering business.
▲ "Baheli Beef Hotpot" applet member mall
four
Omni-channel, multi-touch drainage of private areas, feedback restaurant catering performance growth
Build an integrated growth closed loop, and the annual growth rate of members exceeds 154%.
In terms of time, the upsurge of catering retail is closely related to the outbreak of the epidemic. Traditional catering enterprises "pay more attention to restaurant food than online food". Faced with the restriction of food in closed stores and restaurants, catering enterprises can only find another way. Or pay attention to take-away, or pre-"retail" plan. Catering retail is essentially an extension of brand "good taste", so "private domain" has become a compulsory course on the road of brand transformation.
During the opening of the new store, "Baheli Beef Hotpot" will be preheated in the official WeChat account and community. By playing the "discount card" of "20% discount when entering the store during the trial operation period, 8.5% discount on the official opening day and 6.8% discount to 7.8% discount in the next five days" in the soft text of the official WeChat account, combined with the "stored value courtesy" limited time activity at the end of the tweet, customers are guided to spend money in the store.
▲ Look at the signature dish of "Baheli Beef Hotpot"
At the same time, the brand has also established corresponding WeChat communities for all offline stores, and firmly holds private domain traffic in its own hands through regular welfare activities. After the customer enters the store, the clerk will guide the customer to join the fan welfare community through the standard speech prepared in advance, and take the "30 yuan Newcomer Voucher" as the new guest welfare, and guide the customer to complete the card opening operation with one click on the small program, thus accurately transforming the dining customer into an online member.
In addition, at Christmas, New Year's Day, Valentine's Day and other marketing nodes, "Baheli Beef Hotpot" takes digital products, performance tickets, king meals, coupon packages and other benefits as "bait", guides users to participate in activities such as stored value lottery and message lottery through official WeChat accounts, communities and other channels, and drains users from online to stores, creating a closed loop of online and offline integration growth, with the annual growth rate of members exceeding1.
▲ "Baheli Beef Hotpot" Opening Welfare/Community Drainage
label
Refined private domain operation ability is the key to brand gain and appreciation.
After catering enterprises enter the catering retail track, they not only need the support of a strong supply chain, but also should think about how to improve the repurchase rate and profit rate ... The test behind this is the catering enterprises' ability to reach the private domain and refine their operation, which is also the key to finding increments in the catering Red Sea market.
There are no evergreen trees in any industry, and the natural law of "survival of the fittest" is also applicable to the catering industry. Under the double impact of industry competition and external challenges, the failure rate of catering enterprises may continue to rise. "It's a long way to go, Xiu Yuan, and it's almost over." With the empowerment of digitalization, the catering industry will surely cross the cycle and get out of the trough!
The content comes from Hongcan.com.
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