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01

01

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How popular is Dicos today? The data of a big spring promotion at the beginning of the year can tell you.

Beginning on March 1, 2021, the digital life open platform Alipay has launched a two-week "open door promotion" event, and more than 10 million merchants in the service industries such as catering, supermarkets, fast-moving consumers, leisure and entertainment are fully digitized Marketing.

The results of this big promotion revealed an interesting phenomenon: the areas with the best performing businesses and the strongest growth in consumption power are not first-tier cities, but sinking channels.

Dicos, regarded as the "king of fast food" by young people in small towns, have outstanding results: 1.

04 million coupons were issued in the first week of the event, of which 500,000 1 yuan spicy fin coupons were sold out, and the search volume of Dicos on Alipay was higher than the event.
The previous increase of 51%, this report card outperformed the catering market.

It is not surprising that Dicos can take the lead in an industry promotion.

This is a brand that has always maintained a high degree of strategic sensitivity and sense of smell, and it can be said to have come prepared.

In fact, Dicos' development in China was not smooth at the beginning.

Dicos originated in Texas, USA, entered Chengdu in 1994, and was acquired by Dingxin in 1996, becoming the same door with Master Kong.

When Ting Hsin acquired Dicos, it was considered ambitious, and it aimed at KFC to chase after opening a store in the gold business district, but it was not an opponent at all.

By 1998, Dicos had a national loss of more than 150 million yuan, and only held a dozen stores in second- and third-tier cities across the country.

But these dozens of stores have actually become the fire source for Dicos to become the top-tier town in the future.

Looking back at Dicos' course of "overtaking on a curve", it can probably be summarized as "one retreat, one follow-up and two advances".

"Retreat" means that Dicos avoids the first and second tier markets that KFC and McDonald's specialize in, and insists on "going to the countryside.

"

According to the data, Dicos would choose prefecture-level cities with a non-agricultural population of 150,000+ and an average annual income of 4,500+ residents, and county-level cities with a non-agricultural population of 100,000+ and an income of 6,000 yuan+.

Dicos Store

Image source: Weibo @Dicos

At the same time, it’s worth mentioning that, compared to KFC and McDonald’s at that time, the initial fee of millions of yuan (imagine several million in 2000), Dicos made the initial fee to hundreds of thousands, which greatly reduced the town.

Catering creates the threshold of Western fast food industry, and it has also become a key step for Dicos to get close to the young people in the small town.

"Following" means that although the layout of the first-tier cities, KFC McDonald's has been admitted to sinking the market.

But the supply chain is not sinking, on the contrary it is still close to KFC and McDonald's.

For example, public information shows that Dicos's French fries supplier is McCann (Harbin) Co.

, Ltd.
, which is also a supplier of KFC, McDonald's, and Burger King.
The supplier of cumin chicken fillet is Shandong Tyson Dalong Food Co.
, Ltd.
, behind which Tyson Foods is also the oldest and largest meat supplier in the United States.

"Advance" has two dimensions: one is localization, and the other is digital.

We must strive to make it earlier and better than other western fast food.
From the perspective of the rise of Dicos, these two dimensions are inseparable and mutually promote each other.

02

02

Localization and digitization complement each other and activate young people in small towns

Localization and digitization complement each other and activate young people in small towns

"Outside the Fifth Ring Road" and "sinking market" are hot words in recent years, but to really do well in these markets, it is not just cheap.

CBNData released the "White Paper on the Structure of Young People's Consumption Characteristics in Small Towns" released by CBNData, which divides young people in small towns into three generations: 80-85, 85-90, and 90-95.
Each generation has consumption characteristics.
Something different.

For example, discounts and high quality can attract the attention of young people in small towns from 80 to 85.
Those born in 85-90 are more fond of local catering brands.
Young people born in small towns after 90-95 prefer high-end and experiential formats.
They are also fashionable national trends.
Lovers of high-tech products.

Analysis of shopping behavior of young people in small towns in 90-95

Image source: "2020 White Paper on the Structure of Youth Consumption in "Small Town""

Of course, the common point is that their spending power and willingness are constantly increasing, they have more time and energy to be research consumers, and their enthusiasm and practice of e-commerce shopping is not weaker than that of first-tier cities.

According to QuestMobile data, as of November 2019, the post-90s users in third-tier and lower cities have exceeded 200 million, a year-on-year increase of 10.
1%.
The average monthly usage time of mobile Internet per capita is 127.
9 hours.

On the one hand, the importance of quality and branding in the consumption of young people in small towns continues to rise.
On the other hand, they are also willing to find discounts through price comparison through new gameplay on digital platforms.

Therefore, looking back at Dicos’ “one retreat, one follow-up and two advances” approach: “retreat” (sink) and “follow” (supply chain quality control) have built a basic platform for its strategy of “encircling the city from the countryside”.
The "two advances" have become the driving force for Dicos to keep up with every generation of consumers.

As an old brand, Dicos' localization actions must precede digitalization.
For example, the franchise fee mentioned above is constantly "fractured".
This is the "grounding" of local catering in the franchise strategy.
Another example is the product side, as early as the end of the last century, the pioneering launch of rice burgers (replacing burger slices with sticky rice slices) was an innovation aimed at localization.

As mentioned earlier, Dicos has been promoting the construction of digitalization as a whole since 2014, including access to third-party platforms such as Alipay, and increasing access to consumers in all directions, which has also promoted Dicos' product innovation and localization.
.

For example, Dicox’s explosive crispy fried chicken only selects pipa legs and leg bones, and later fried chicken with lemon drink, etc.
, are all launched based on the analysis of member big data.

In the future, like curry chicken thigh rice, dry pot spicy bone chicken.
.
.
In terms of the Chinese food of western fast food, Dicos has actually been far ahead of KFC McDonald's.

And McDonald's new product Roujiamo launched in January 2010 encountered crazy complaints on the Internet.
The product itself is not good or bad, but the public opinion response is so bad, which shows that McDonald's has a problem with the control of Chinese consumers' consumption preferences.

In addition to the product level, Dicos has also been advancing with the times at the marketing and experience levels.
For example, Dicos launched the smart unmanned restaurant as early as 2017, and opened a Tmall store in 2019, and deployed live broadcast.
At 618 in 2020, Dicos will start the "618 Eating Chicken War" together with the head anchors such as Wei Ya.

In 2020, Dicos also signed Jia Ling, and now with the great success of "Hello, Li Huanying", this signing is undoubtedly considered a "big profit".

On the other hand, in addition to online drainage and membership management, Dicos has been actively cooperating with Alipay with an open mind.

After accessing the Alipay ecosystem, Dicos launched a small program matrix for ordering food and coupons and a life number on Alipay and Koubei, and opened up the membership center to launch a series of group purchase coupons, distribution fee reductions and a series of membership rights.

These rights can be used on the four platforms of Alipay, Word of Mouth, Ele.
me, and Taobao at the same time, covering multiple consumption scenarios such as takeaway, group buying, and offline purchases.

During Double 12 in 2020, Dicos will issue 7.
34 million coupons on Alipay.
This is not only a drainage result, but more importantly, the continuous accumulation of big data also continues to support Dicos’ product and marketing iterations and timeliness.
Advance.

02

02

Digitization is a service tool, not a management tool

Digitization is a service tool, not a management tool

Today, "small town youth" has become a battleground for many catering big names to gain new growth.

Public data shows that Haidilao opened 335 new stores in 2019, 80% of which were opened in third- and fourth-tier cities, and the performance growth rate of 15% in third- and fourth-tier cities was much higher than the 3% in first- and second-tier cities.

711 established "7-11 (Tangshan) Co.
, Ltd.
" in August 2019.
It is the first time to open a regional franchise, showing its coveting for China's third-tier and lower cities.

KFC, which once only opened stores in prosperous areas, opened its first "town-style" restaurant in Xinxiang City, Henan Province in August 2020, and officially sank to the county towns and villages.

However, it is true that the sinking market has huge potential (and is being fulfilled), but if the first-line big names are to sink, there will be no "dimensionality reduction blow" scenes that go smoothly.

On the one hand, as mentioned earlier, the consumption view of young people in small towns is not simply “cheap”, but a set of brand-new and complex consumption logic; on the other hand, chain brands that once scorned the Chinese catering market are now or Some problems have appeared more or less.

I have a well-known foreign fast food brand downstairs.
I have quarreled with the clerk several times because of the clerk’s "expulsion-style self-ordering".
The store tried to promote its own WeChat applet, but the experience was very poor and it was often not.
Paying attention to the wrong exit will lead to re-selection, the operation when choosing meals is also more cumbersome, and it also delays WeChat reading information.

Once, the author bought a meal discount card under the persuasion of the clerk, but found that there are many restrictions when using it, such as the limitation of discount items and the unclear calculation rules, which is for the pretending of the clerk who has the timeliness of meal delivery he.

What's interesting is that when buying the card, the clerk also told the author not to renew it after it expired, and ask her to buy it again.

This is a problem that some foreign brands have exposed in the digitalization process:

It was supposed to be based on customer experience as the core, but it has become based on single-store KPIs, which has led to a deterioration in the actual customer experience.

In fact, you can compare the brand direct service matrix made by Dicos in Alipay, which is divided into four sections: word of mouth mall, coupon center, life account, and member center.

They are very clear in terms of user experience: After entering the Koubei Mall, they can go directly to nearby stores, and the coupon center is naturally a large collection of coupons.
Among them, solgan users who "eat fried chicken on Wednesday" strengthen consumers' brand and consumer psychological awareness.
The life account is the official service window, and the member center is just as the name suggests.

Dicos applet

Image source: WeChat

The overall feeling after using it is: the service is complete and "silky", for example, the member center can be easily linked to the member center in the word-of-mouth mall, and the member center can easily use the preferential service of Ele.
me.
This depends on the internal integration of Alipay to open up the Ali department.
The various service resources of the company have achieved light entry and light use, but there are no fewer services.

In fact, Dicos itself also has its own collective sharing alliance membership system, but from the in-depth cooperation with Alipay, Dicos has a relatively open mindset in terms of membership connection.
It does not take private domain traffic as the core KPI, and actively extends to public domain drainage.
Increased the scale and operational capabilities of its own private domain traffic-this is in sync with the concept of Alipay applet as a merchant's private domain position.

And this is also worth thinking about the foreign brands who want to sink: the sinking market cannot be a safe haven.
Product innovation and experience upgrades must be driven by model changes, and the driving force of model changes comes from the business and service thinking of the top level of the enterprise.

Consumption in a small town is a gold mine, but we must dig patiently and diligently with an open mind, with the help of good tools.

Source: Commercial Street Detective

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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