What is the story of contemporary Internet entrepreneurs? Half a braised eggplant, half a claw, and a sweet and sour peanut. Online payment succeeded. ? After receiving this message on the mobile phone, Wang Dawei, a waiter of Hongji jiaozi in Jiaozhou, Shandong Province, immediately placed an order in the kitchen. 15 minutes later, the food was ready, and 9 minutes later, the order was delivered to the customers on the 20th floor of Jinkai Building.
? The customer has signed for it. ? After receiving this feedback, Acer Jiaozi and the management of Li Jiaxi all breathed a sigh of relief. Yes, it worked! ? Is this the campus O2O service platform founded by Li Jiaxi? Rabbit, run? This platform breaks through the traditional shopping mode, allowing consumers to quickly find what they need from their mobile phones and deliver it 9 minutes after placing an order. Since last September, the total sales revenue of Internet projects in Li Jiaxi has exceeded 3 million yuan.
? Proud? Customer-inspired items
Li Jiaxi, 23, graduated from Hunan University of Science and Technology, majoring in fashion design. He used to be a salesman and sales manager of a training company and was registered as Kaiyuan Management Company. Now she is the general manager of Qingdao Kaiyuan Management Consulting Co., Ltd. Over the past five years, her training business has involved Qingdao, Yantai and other places, with more than 400 corporate clients in Jiaozhou alone. In September, this bold girl invested 500,000 yuan to register and establish Qingdao Kaiyuan Wantong Public Service Co., Ltd., which is also the only private company in Shandong Province that provides public services. Internet plus? The founder of the times.
Although the Internet business in Li Jiaxi is booming now, in the past, Li Jiaxi had nothing to do with the Internet. Li Jiaxi went to visit a client, who likes the Internet very much. What he and Li Jiaxi are talking about is how to promote enterprises in the Internet age. However, because he didn't understand the Internet, he couldn't interact with the other party, which embarrassed Jia, who had always been good at communication, and had to end the conversation hastily. When I left, the customer said:? You are cultivating and guiding the development of the enterprise. Even my internet problem can't be solved. What kind of training do you do? When I got back to the car, Li Jiaxi, who had been going well, suddenly began to cry. That conversation gave me great frustration. The customer is right and cannot be left behind by the development of the Internet era. ?
In this way, Li Jiaxi began to learn. Besides reading books and surfing the Internet, when do you usually watch them? Internet? In the three-character training, Li Jiaxi will contact the class every month and attend two or three off-job trainings. Slowly, Li Jiaxi began to understand the Internet. ? In fact, the Internet is a tool. ? Because of his sales background, Li Jiaxi has gained a layer of experience in looking at the Internet. In July, she registered and established Kaiyuan Wantong Public Service Co., Ltd. What did she do? Whole industry chain? Service platform.
Help with wechat? Lazy? enterprise transformation
? In the process of communicating with a large number of customers, I found that many of them know that online marketing is a trend and want to do it, but they don't know how to do it. ? Li Jiaxi suddenly thought, what is the Internet? Lazy economy? Then why not help their company transform? Therefore, this became the first entry point for Li Jiaxi. She decided to start with the secondary development of WeChat, deal with company affairs during the day, and often work until one or two in the morning at night to discuss research and development issues with the team.
JIAOZHOU Hongji jiaozi is a traditional local restaurant. The enterprise wanted to transform, so it found a team from Li Jiaxi. Li Jiaxi analyzed their market advantages for managers, and proposed an ordering system and a take-away service, and the other party agreed. In this way, Li Jiaxi made the secondary development of official WeChat account for them. After paying attention to WeChat account, customers can order food directly, order food and deliver it to their homes without queuing. The menu, price and discount are clear at a glance, which is equivalent to opening the store to everyone's mobile phone. In just a few days, the online order volume of Hongji jiaozi is almost equal to the turnover of physical stores.
Li is a traditional enterprise in JIAOZHOU for more than ten years, with a scale of over 100 million. Because the steel market has a low threshold and the economy is sluggish, the orders of enterprises have declined, and new customers are urgently needed. Li Jiaxi redesigned WeChat and website for them, highlighting product display, online customer recommendation and other links, giving this traditional industry the flavor of the Internet. The person in charge of the company said that in the past, we could only talk about business with customers with drawings. Now that we have opened the official WeChat account, customers can clearly understand the prices and styles of various products, which greatly facilitates communication with customers.
Delivered within 9 minutes 100 many online shopping products.
Last winter, my brother who went to college in Weifang went home for the winter vacation. Li Jiaxi was sad to see that his younger brother had obviously lost weight after his holiday. My brother told Li Jiaxi that the weather was hot and cold, and he hid in the dormitory and didn't like to go out to buy food, so he lost weight. If only someone could bring you food when you are hungry. .
My brother's words moved Li Jiaxi. At that time, Li Jiaxi's team was doing O2O? Rabbit, run? The project research and development locates supermarkets, restaurants, fruits and vegetables and housekeeping services within two kilometers through the mobile APP, and the delivery staff delivers the goods within 9 minutes after placing the order. ? Can rabbit run be solved under the lazy economy? Last meter? Logistics. His words remind me that the campus, especially the university campus, has relatively concentrated users and needs, and the scope is well determined. It's best to start here. ?
As a result, Li Jiaxi locked in Qingdao University of Technology. After four years of publicity, more than 2,000 students registered as members of the Institute of Technology with a total of more than 8,000 students in one week, which made Li Jiaxi shout? Unexpected? . Li Jiaxi adopts the mode of owner plus landlord. A school has one owner and each dormitory has more than one owner. In this way, students can place orders through the APP, and all items in the platform exceeding 100 can be purchased online, and the landlord guarantees that the items will be delivered within 9 minutes. And developed from the technical team? Runway system? Can you see it directly? Rabbit? Run to where.
Since the trial operation of the project in April this year, rabbit, run? The sales of the project exceeded one million, and it was piloted in Qingdao University of Technology, Agricultural University and Polytechnic University respectively. Three college students were successfully added as park owners, which led to the employment of more than 50 park owners. Li Jiaxi revealed it? Rabbit, run? The realization in the Institute of Technology? Garden owner? You can earn three or four thousand yuan a month. Landlord? Earn more than two thousand yuan. The advantages of this project, such as zero rent and unlimited product space, have reduced the threshold for starting a business to a minimum. In order to encourage college students to start their own businesses, Li Jiaxi has also opened the platform free of charge to college students who want to join. This year, the total sales revenue of Internet projects in Li Jiaxi exceeded 3 million yuan.
? After the pilot is successful, we will promote it throughout the country. ? Li Jiaxi said confidently, what will be the next step? Rabbit, run? Popularize the model to the community, grid the community, and establish the responsibility system for entrepreneurial college students, so that citizens in the grid can quickly find the most affordable, up-to-date and convenient food and drink around them on their mobile phones. A leisurely homeowner? .
The Story of Contemporary Internet Entrepreneurs II, 26th of this month. Call a duck? The first self-service store opened in Beijing Jianwai SOHO. Previously, its fans mainly used WeChat? Call a duck? The reason for choosing this site is said to be because of the invitation of He Chang, the founder of Huang Taiji. We want to turn this place into a street of internet thinking! ? According to its disclosure, they will open a number of such self-service stores in Beijing within one year, located in densely populated areas such as Dongcheng, Xicheng, Asian Games Village and Zhongguancun. Each self-service store will be equipped with multiple distribution points, so that ducks can be delivered to customers in time and quickly.
You may not have heard of it? Call a duck? . Is it a secret duck take-out O2O, the kitchen is in Beijing Workers Stadium, and it is distributed all over Beijing in the name of dishonesty? Duck? Come to the door. The next step of the product is to develop duck parts and prepare them for sale in plastic packaging.
Baidu will suddenly do it in the next decade? Duck?
? Call a duck? Founder Bo Qu, 1985 was born in Beijing. In September, 23-year-old Bo Qu successfully founded and operated Stephanie's fan club, entered Baidu, worked in the community and planned marketing, and worked in Baidu for 10 years.
Bo Qu's friend opened a bar through the event marketing of the World Cup and made a lot of money, which showed him that there was a great opportunity to subvert the traditional market. It is good for young people to have the opportunity to start a business. ?
In March, Bo Qu and his friends began to prepare? Call a duck? , trial operation began in May. At the beginning, Bo Qu and his friends selected hundreds of friends from the Internet and media circles, and quickly gained the accumulation of product reputation by giving away products for tasting. At the same time, they quickly accumulated the first customers for the brand by relying on the circle communication of this group of people. From May to July, just 60 days. Call a duck? The first valuation exceeded 50 million, creating a brand-new brand myth. Currently, WeChat? Call a duck? The maximum number of personal friends is 5,000, and the WeChat public platform reaches 1 10,000, with a return rate of 60%. For a brand-new catering brand, it's called duck? The most important step has been taken on the road of development.
Bo Qu said? For the choice of investors, I mainly value two points. One is to see how the investment team can bring more benefits to the platform, and the other, more importantly, who will understand me. Investors don't care about me, they just tell me. I ordered a duck for you somewhere. At present,? Call a duck? Several investors of the brand are distributed in different industries, including Li Mingyuan, vice president of Baidu, Wang Zhonglei, president of Huayi and other celebrities.
They obviously don't attack each other, okay? Call a duck? The taste can come from the market. As far as taste is concerned, it's called duck? It has yet to be evaluated by many diners, but after several months of listing, its brand (user) operation innovation and vitality are really eye-catching. It can be seen that this is directly related to the Baidu (community operation) background of Bo Qu and other core members.
One aspect of internet thinking: emphasizing self-communication
We will inevitably talk about the so-called. Internet thinking? . ? Call a duck? Internet thinking is defined as self-communication, which is divided into three parts. The main points are as follows:
1. Product: A good product can talk. Taste is the core, safety and hygiene are the guarantee, and the rapid iteration of products and the innovation of packaging and product form are the guarantee.
2. Service: user-centered, personalized service, fully decentralized service team, so that the team can adapt to user needs in time.
3. Brand: Team persistence after 90s? Die with the ducks? Culture, deep interaction with users, to be a brand with a sense of network.
Traditional marketing is to inform consumers and turn them into actions, while the significance of self-communication lies in how to make consumers willing to share and participate. ? Call a duck? Seize this point, find ways to make yourself interesting, and then promote users to participate, instead of clamoring for post-90 s entrepreneurship, O2O and other concepts to market.
How to understand the existence of self-propagation? Call a duck? How is it reflected in the initial operation of the venture?
1, the name is very important. ? Call a duck? The name is very self-promotional. According to Bo Qu, Wang Zhonglei put the individual? Virgin vote? Actor? Call a duck? In fact, because the name touched the G-spot, he told Bo Qu: You know, many people encourage me to invest every day, and I feel bored after listening to it until one day I hear it. Call a duck? I just laughed there?
2. Create a theme. Bo Qu said that we might make strawberry-flavored ducks in the future. As far as the product itself is concerned, the delicious taste of ducks is the foundation, which will be shared by some people, but it is not enough. Strawberry-flavored duck meat can form a topic for people to share and participate in the discussion. This is the self-propagating part of the product, which is a gimmick, but it can make you run faster and farther.
3. Accumulate brands. ? Call a duck? What is their brand culture? Die with the ducks? Do you really want to? Duck? It's broken They put? Duck? Elements are carried out everywhere in details: for example, what is the name of the number one takeaway brother? Duck king? 、? Yalu River (porridge)? The naming of products is all around? Duck? Where consumers can see it, where it is delivered? Mistress car? The clothes of the food delivery staff are covered with logo and slogans, and the yellow duck soap is also delivered with the meal (you know ~). The delivery man turned and walked away. What's behind them? The duck left? 、? Are you the only duck that can run fast? . ? Call a duck? Who are your fans? Duck blood fans? People have a sense of substitution, and all-round brand building has strong psychological implications, which makes it easy for people to form psychological identity with the brand.
4. Interpersonal communication. ? Call a duck? At the beginning, we chose WeChat personal number and telephone number as the way to order food, and only when the personal number reached 5,000 did we open WeChat official account. Normal enterprises will operate directly with WeChat official account * * *, while WeChat official account * * * is spread from point to point. Personal numbers can interact with fans in the circle of friends and exist in the interpersonal network. The interaction of friends circle increases the stickiness of users, and sharing is easy to cause viral spread.
5. Tap the power of sharing. Why should others spend energy to spread this thing? They must have felt something or got something. ? Call a duck? 9 1% customers are women. On August 15, a duck was called to launch a one-month campaign? Miss Yazhai beauty pageant? Send photos of duck products to participate. Self-portrait is the favorite content in the circle of friends, which can not only be played by users, but also shared. ? Heart duck? Even the candidates are not spared, and all candidates are hired or not. Call a duck? He will be given a voucher called Duck. This thing will surprise people, and they will want to share it, so that the applicant and his friends will have a better impression of the brand.
How to raise it? User operation? This core motive?
? Call a duck? The team now has more than 50 employees. The background of the core team members is mainly the Internet and advertising, and there is also a duck factory specializing in making double yellow eggs in Baiyangdian. From the perspective of job types, in addition to administrative posts, it is mainly the distribution team and user operations.
Bo Qu said that the teams operated by users are all post-90s. They don't just sell ducks, they want to make friends with users. They have a good insight into users and know when to chase them and when to leave them. In principle, Bo Qu emphasizes complete decentralization. Let them improvise, let go of their rights and control them in other ways. ?
Speaking of which, Bo Qu gave an example. A customer called to order food and said, I have made many orders at your home before, all of which are for my girlfriend and her parents. I haven't eaten it myself. Now that I have broken up with my girlfriend, I want to order one myself. ? The user felt very sad after listening to the operation of Xiaowen children's shoes, so he exempted the order. Bo Qu said,? I encourage them to get it for free. Every time it is free, there will be a story, and brands need stories to accumulate. ?
Make friends with users? Pervert? To what extent? Even the distribution team that directly contacts customers, except for? Duck king? In addition to its outstanding appearance, it is basically M physique (masochist) who tries his best to meet the needs of users. Taking cigarettes and garbage is a necessary skill.
In addition, another skill is to create interactive topic points. Bo Qu said that he wanted to record the first reaction of users when they saw ducks. Duck king? I chose the local Google Glass. The result is unknown? Duck king? Do you shoot customers with Google Glass, or do customers shoot people wearing Google Glass with their mobile phones? Duck king? Anyway, everyone started playing as soon as they met. In addition, the founder team's own mini cooper and Mercedes-Benz will be used to deliver takeout, which will surprise users.
? Call a duck? All fantasies about the future
Will ducks be sold one by one in the future What other secrets can be told at present? Bo Qu said that there are still several development directions:
1. Socio-economic model: Give the brand to consumers * * *
A major feature of the pluralistic era is highly developed information dissemination, which makes people gather to get rid of the shackles of region, blood relationship and industry to a greater extent and meet interests. The concept of social economy has been heated by Luo Ji's thinking, which is actually the brand's gameplay in the Internet age. The original brand identity stayed on the loyalty to the brand, and now it uses the aggregation effect of fans to expand new consumption points and possibilities.
? Call a duck? Community gathering is not about recruiting believers, but looking for groups? Comrade? Make friends and play together. With such a group of like-minded duck blood fans, we can do many other things together.
Bo Qu introduced? Call a duck? The response rate of is 60%, and more than 9 1% of users are women. They have many similarities: Young white-collar workers? 、? Love novelty? 、? Being willing to share all these characteristics needs to be excavated and integrated, so as to develop the fan economy in a targeted manner.
2.？ Call a duck? Become synonymous with takeaway.
Zhu Yonghua, an investor in Tiantu Capital, was asked why he voted. Call a duck? Three reasons are given:
First, rest assured the team;
Second, this is actually a take-away mode, which is the future development trend. It can be lighter and faster.
Third, the team's awareness of the brand is more important than the business itself, which I very much agree with. It may become a take-away platform at some stage in the future. Of course, ducks are the entry point, similar to traffic portals. From a big concept, there is a chance to become a take-away platform that can be delivered to your door.
What is uncertain is whether there is really strawberry-flavored duck meat?
Is it necessary to build a processing plant and buy an upstream aquaculture plant?
? Call a duck? Will it be a theme hotel?
Starting a business with Internet thinking, Bo Qu's thinking is clear but not clear. He knows what he wants, but how to do it and whether it can be realized still needs to be tried. Entrepreneurship is such a thought-provoking thing.
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