In spring and summer, the temperature rises with the smoke and fire in the restaurant. The dine-in season is here, which also means that the off-season for take-out is officially on the market.

In the face of the crowded dinning scene, takeaways are often weakened by catering businesses. In fact, takeaway is also an operating sector that needs to be sustained and "sustained".

Make money in the peak season, and "raising customers" in the off-season is the best posture for takeaway operations. So, in the face of the off-season for take-out, what should we do to raise (maintain) and protect the group of take-out customers and increase the potential for take-out?

ONE

Reshaping the model

Third-party logistics becomes a paradox

I don't know when, there were a group of black figures in the rider team originally composed of the "Yellow Team" and the "Blue Team". They come from SF Express Express and join the distribution army by means of third-party logistics cooperation.

The third-party real-time logistics platform led by SF Express Express is breaking the dichotomy between the "yellow" and "blue" forces. Behind this is the general trend, but it also implies opportunities.

In the past two years, the monopoly and high commissions of food delivery platforms have been criticized, and many businesses have repeatedly restricted service distance and voice. The environment is forcing merchants to rethink their take-out mode. Under this background, third-party logistics has become an important entry point for merchants to optimize their take-out mode. Its logistics expertise and high cost-effectiveness without the commission are the key reasons for merchants to actively choose.

Currently, merchants mainly cooperate with third-party logistics in two ways.

1. Own platform + third-party logistics

Rough platform dividends are gradually losing, customer acquisition costs have increased, and food delivery has entered a stage of self-shuffling. More and more businesses choose to build their own food delivery platforms to increase fan stickiness and repurchase rates.

At the end of 2019, the total number of HeyTea GO Mini Program members was 21.5 million. As of the end of 2020, the number of HeyTea GO Mini Program members has exceeded 35 million, which is the "confidence" for HeyTea to leave the platform. Members place orders in the mini program, and SF Express delivers them in the same city. The "own platform + third-party logistics" is an important part of Heycha's digital layout.

2. Public domain platform + third-party logistics

While exploring private domain traffic to expand the takeaway business, more merchants are still watching on public domain platforms such as Meituan, but "public domain platform + third-party logistics" has also become a new business breakthrough point for platform merchants.

Happiness Cake, a representative brand in the field of Internet cakes, has not abandoned public domain traffic while cultivating private domain traffic such as APP, official website, and WeChat public account. After reaching a global matrix with SF Express, it will deliver professionally Services continued from the private domain to the public domain platform, and continued to polish the service model. This is also one of the key factors for the formation of "fresh and punctual" and "immediate delivery within 2-5 hours" labels for Happy Cakes.

TWO

Low season is here

Drive private domain traffic to empower food delivery

Whether it's hi tea or happy cakes, they all mentioned a topic that cannot be avoided in the current food delivery operation-private domain traffic. In the current business off-season, the market traffic loses absolute advantage, and the rise of private domain traffic is particularly obvious.

In the process of driving the take-out business and the construction of private domain traffic to form a virtuous circle and realizing the increase in business volume, there is a very important link that merchants can easily ignore-distribution.

Why did leading companies such as KFC, McDonald's, Heytea, and Naixue's tea choose SF Express, a third-party distribution platform that is more professional in logistics?

1. Traffic lock, complete private domain traffic closed loop

The scope of distribution determines the scope of business. Many catering businesses do not realize that if there are shortcomings in the distribution service, it will not be able to open up the closed loop of "drainage-transformation-sedimentation-fission" in the largest area, which will affect the "transformation" of the flow.

At present, SF Express delivers 200W+ total registered knights in the same city, covering 500+ cities across the country, and realizes cost-effective undertaking with the multi-converged capacity model of in-store network + business circle network + city-wide network. Compared with the limitation of the delivery scope of the takeaway platform, SF Express can provide delivery services covering the whole city and year-round. With the continuous expansion of traffic coverage, it helps merchants to build a more comprehensive closed loop. This is the top brand "group" "One big reason for cooperating with.

With professional logistics as the core, the value of SF Express Express in the closed loop of private domain traffic has been revealed: it continues to extend the "end" of the service, achieve a wider range of "lock flow" for merchants, and actively drive traffic precipitation and fission.

2. Traffic operation, multi-level customer storage in the whole chain

Service expansion is to make "stock" in a larger private domain traffic pool; "higher-level" distribution can also help businesses "increase."

In cooperation with KFC, SF Express will not only provide professional delivery services, but also assist stores in distributing coupons to facilitate offline brand marketing; after cooperating with Hi Tea, SF Express has launched a series of online brand crossovers with it. Activities, joint marketing, mutual promotion and mutual win; and for more small and medium-sized merchants, SF Express will assist in the establishment of a dedicated flow platform such as regular customer WeChat groups to help flow operations.

Based on SF Express's professional capabilities and brand endorsement to increase traffic, merchants will eventually achieve multi-level self-acquisition.

Internally do stock, externally increase, the weaker the business, the more you need to support. From the distribution level to enhance the social currency value of private domain traffic, and to further divert traffic to achieve traffic fission, it is a major entrance to "customer maintenance". Under the leadership of major leading brands, the takeaway ecology based on "private domain traffic + third-party logistics" is becoming the second battlefield of takeout, affecting the future pattern of the takeaway field.

THREE

Word-of-mouth "raising customers"

Eliminate traffic loss in off-season

During the off-season, the coordination of capacity during peak periods is no longer the biggest challenge, and the "free" time is the best time for merchants to think about optimizing their models.

How to consolidate old users and connect with new users; how to form brand barriers at the end; and from which levels to promote repurchase...... These are all issues worthy of consideration by merchants. To solve these problems, there is a key point-quality, in the quality of the dishes, but also in the quality of service. Compared with the innovation of cooking and improving the quality of dishes, it is easier to start at the service level. Moreover, delivery is the only part of the takeaway experience that produces "face-to-face" communication with consumers.

In the off-season to raise customers, in addition to the quantity, it is necessary to improve the quality of service. So, for service, what kind of answers did SF Express deliver?

1. Inherit high-quality genes, and fine-tune the distribution plan to match category needs

Inheriting the high-quality genes of SF Express, SF Express Express has made professional interpretations for the different distribution needs of different catering categories, such as the preservation and shape maintenance of cakes, the leakage prevention of tea, and the reverse delivery of hot pot appliances... A refined distribution process specification.

Taking cakes as an example, due to the easy deformation of the delivery process and the long delivery time that affects the taste and other pain points, SF Express has launched exclusive solutions for cooperative brands such as Fortune Cake, 85°C, and Yuanzu:

·Provide city-wide distribution services, establish high-quality in-store transportation capacity as needed, and ensure timely response to contract performance

·Equipped with multi-specification incubator, air column fixed, ice box insulation, to ensure the best shape and taste of the cake

·Strengthen the riding standard of the rider to avoid the damage that may be caused to the cake during the driving process

2. Customized professional services, differentiated image to highlight delivery quality

In addition, instead of taking out platform services to meet the general needs of most merchants with homogeneous services, SF Express will return the service definition rights to merchants, provide customized processes and differentiated images, and allow third-party services to be internalized. As part of the brand, "one-to-one" matching, occupying the minds of users. For example, wearing brand uniform clothing, equipped with brand-specific equipment, etc., help the brand to unify the brand image from the outside to the inside at the takeaway level. The knights who are in store at the request of merchants often use the unified image of "merchant employees" to add icing on the cake to takeaway services.

At present, based on its own APP and mini program, McDonald's has formed a "self-online order + third-party distribution + customer data precipitation + timely service with the help of SF Express's diversified transportation resources, customized service image and refined traffic operation. "Feedback + Service Process Modification" high-quality private domain traffic closed loop.

Using "traffic construction + customized services" to continuously optimize and improve the closed loop, accurately match demand, and enhance service reputation, this is the most important value of third-party logistics.

In the so-called off-season for food delivery, the delivery staff in McDonald’s stores are still busy, and there is still a lot of excitement in the small program of Hey Tea... There is no absolute off-season in the catering industry, and the off-season belongs to those who are not prepared.

In the off-season to maintain takeaway revenue and even achieve growth against the trend, cooperation with third-party logistics is an effective entry, but it is not the only entry. Merchants who actively seek change and are good at thinking will find more possibilities based on private domain traffic operations, reshape the takeaway ecology, and weaken the off-season boundary. Their four seasons are peak seasons!