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    Home > Food News > Food Articles > Beverage marketing to the private domain traffic precision operation re-purchase rate increased

    Beverage marketing to the private domain traffic precision operation re-purchase rate increased

    • Last Update: 2020-11-25
    • Source: Internet
    • Author: User
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    As the traffic dividend fades and the cost of access increases, many brands turn to private traffic marketing.
    unlike getting traffic through publicity exposure, clicks, and targeted conversions, companies acquire private-domain traffic users through apps, applets, and communities, essentially selling products and services directly to consumers.
    owns freely controllable, free, and multiple-use traffic.
    Tuyuan pixabay experienced financial fraud incidents and management changes after the Swiss coffee, through the construction of private domain traffic pool, activation of new and old users, improve re-purchase rate, nearly half of the stores have achieved break-even;
    small program decoding private domain traffic into Beijing Fengtai Science and Technology Park Wanda Plaza, a happy tea, you can see no one in the store queue, there are few customers in front of the cash register, tea area table put more than a dozen just finished drinks.
    customers walk to the cash register to make an order, and the cashier tells them to wait about 20 minutes because there are 25 cups in line in front of the consumer.
    " sweep is very convenient, do not need to install apps, do not worry about using up the phone memory.
    a single time prompt, you can go to the store to pick up, save the trouble of queuing.
    , who often buys tea, said.
    , such scenes are common in many beverage stores.
    these invisible users and orders are clustered in WeChat gadgets such as Magpie Go, luckincoffee, Nai Snow Order, and Us Group takeaways and Alipay mini-programs.
    when consumers open a small program to place an order for a selected drink, the payment page shows how many orders, how many cups are waiting to be made, and how many minutes they expect to be able to pick up tea.
    payment, the wait time is updated in real time.
    According to data released by Hi Tea in May this year, the registered users of Hi Tea small program has exceeded 26 million, the re-purchase rate of more than 300%, more than 80% of online orders from stores from small programs.
    addition to the tea, other tea brands are also accelerating the layout of small procedures.
    , founder of Nai Xue's Tea, has said that through small programs, the tens of millions of users it has accumulated have been incumbers during the outbreak, and the proportion of small program orders has increased by nearly 50% month-on-month.
    Snow Ice City is also a beneficiary of the small program.
    the outbreak, through the mobile phone order small program, February-March, nearly 80% of the country's stores to achieve business.
    " this outbreak, the company on the one hand to come up with 100 million yuan to subsidize franchisees, on the one hand, with small procedures to achieve contactless business, in maintaining store operations at the same time, but also to ensure the safety of shop staff and customers.
    "Honey Snow Ice City related to the person in charge.
    July 21, Starbucks announced access to Ali's Ali Alipay, Taobao and other applications, continue to promote the "online point, store to store" business, accelerate the entry into the new retail battlefield.
    it is understood that Starbucks opened the world's first "morphine fast" store in Beijing last year, emphasizing "online point, shop to pick up", which is one of its important digital transformation initiatives, but also starbucks in China for the first time in many years to make a major adjustment to its offline store portfolio.
    industry insiders said that the beverage industry in the small program, the rapid realization of the platform takeaway to private domain traffic iteration, not only to solve the problem of queuing, more is the problem of private domain traffic.
    precipitated brand user private domain traffic pool, can repeatedly reach consumers, deep link custom services, promotions, new promotions, membership activities, etc. , are controlled by the brand ite.
    community marketing to tap the stock of user value compared with traditional advertising, the community is a more active marketing method, brand from the past "wait for someone to place an order", to "find someone to place an order."
    community is the equivalent of free advertising channels to increase brand and product exposure.
    marketing focuses precisely on potential users compared to past forms of television advertising and street billboards.
    this year, Swiss Coffee launched lucky, based on LBS (Location Services) positioning, to recommend users to the exclusive benefit community every day, and regularly send product offers to the community active community.
    2019 data, WeChat has 1.1 billion monthly live accounts, the largest social app in China.
    we can push information in real time through WeChat Enterprise to achieve more efficient communication with users, avoiding the embarrassment of low third-party app opening rate.
    launched in April this year, the WeChat community has more than 9,100, with more than 600,000 new visitors each month, attracting a total of 1.1 million users.
    is only the first step in building a private domain traffic pool, and more importantly, Swiss Coffee achieves high conversion rates and high sales returns through targeted sharing of merchandise and coupons.
    , the Swiss Coffee Community received more than 35,000 tickets a day, and the community reminded them to order more than 100,000.
    the frequency of purchases by users is also increasing, the monthly consumption frequency of group users increased by about 30%, the number of weekly re-purchases increased by 28%.
    " Ruiyin coffee is not out of the market, mainly by its private traffic of 40 million stock users.
    " said Zhao Yun, founder of the company.
    It is understood that after the store closed and turned, adjust the marketing operation mode and high-frequency new products and a series of measures, Rui Yu is accelerating the blood, the current daily cash flow of about 13 million yuan, nearly half of the stores have achieved break-even.
    with the development of the "offline experience plus online community" and the new retail model, the milk tea market has also transitioned from the maintenance of traditional online brick-and-mortar stores to the era of two-line connectivity.
    's tea to increase the efforts to build community marketing, improve user activity.
    market through a variety of online platforms to achieve draining, improve store sales.
    Establish WeChat group to enhance the sense of participation, the community daily push new products, or from time to time issue coupons, reduce the commercialization of forms of better diversion, and set up red envelopes and other forms of activities to a variety of holiday design-related topics to provide consumers with benefits.
    , according to Nesche's tea side, through community marketing to accumulate a sense of communication, can obtain more consumer trust, maintain long-term community relations.
    industry insiders said that behind the community marketing is the surge of private domain traffic, a large number of consumer users into a certain drink fans, tap the stock of user value, refine brand competitiveness.
    "digital tools are becoming more and more widely used in the beverage industry, which is not only a marketing tool, but also a tool for business management. Yu Jian, general manager of Greater China at
    's Kaito Consumer Index, said: "In the past, tea and dining were most focused on store location, but now it's time to find consumers online faster, and it's hard to do without digital tools."
    " digital technology has greatly improved the efficiency of traditional retail operations.
    today, with product-based, industry-based, platform-wide all-link digital marketing, the precise private domain traffic operations of member-community marketing and customer data banks are the new direction.
    " strengthening offline consumption scenarios, online precision operations, and expanding category boundaries are important initiatives for new retail layouts, and digital tools such as small programs and e-commerce operations can quickly transform users and fans.
    " Nai Xue's tea CMO Liu Yanli said that In the future, Nai Xue will also add more investment in new retail, design more in line with the operating characteristics of various channels, scenes and user portraits of products, precision operation to meet the changing needs of the market.
    , private domain traffic data provides valid data and advances the all-link data layout.
    said it would connect user data and store data, integrating user contacts from the App to the WeChat community.
    users who have received vouchers in the app will no longer be issued in private domain pools such as small programs, communities, etc.
    second, after understanding the user's consumption habits, will be designed for different users of different products and promotions, in order to ensure the profit of goods at the same time, but also to meet the different preferences of users.
    From the point of view of the industrial value chain, the link that determines the heterogeneity of the product is often the most profitable link, which is often at both ends of the value chain: at one end is the upstream link of the value chain, such as research and development design, and at the other end is the downstream link of the value chain, such as sales experience and after-sales service.
    changes in consumption habits have led to fundamental changes in the service experience from upstream research and development design to downstream.
    industry insiders say that the transformation of enterprises actually represents the transformation of consumers.
    -link digitalization enables us to capture, match and meet personalized, scenario-based consumer needs in a timely, efficient and low-cost manner through computation and analysis.
    , the core purpose of all-link digital transformation is to help organizations better meet the needs of consumers to operate with precision and speed.
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