Not long ago, the "2017 China Catering Consumption Report" released by Alibaba's local life service platform "Word of Mouth" and the First Financial Business Data Center was officially released. The report shows that after 80, 90, the main force of 2017 food and beverage consumption, after 80, 90 young people accounted for nearly 70% of the entire user layer, and after 90 is gradually surpassing 80, becoming the consumer of the catering industry, catering users Keeping younger.
From the results of the 2017 China Catering Consumption Report on the core drivers of catering consumption, it is not difficult to see that the future catering market will dominate the young mainstream consumer groups after 80 and 90, and their consumption habits and concepts will also lead the catering industry. New trends. For the merchants, the mainstream consumer groups have changed, and the traditional operation mode of the restaurant must also be based on the consumer preferences of the group to make corresponding innovations in order to adapt to this change.
The following is a summary of China's pos machine network Xiaobian. The main characteristics of this young mainstream consumer group in the catering industry after 80, 90:
1. Appreciate fashion, novelty, unique restaurants and meals
As a younger generation after 80 and 90, he is rich in heart, sensitive, enthusiastic about winning praise from others, has open minds, is willing to accept new things, pursues new, strange, trendy and beautiful in purchase, and then is practical. For this reason, in terms of food and beverage consumption, it is characterized by preference for fashion, novelty, unique restaurants and meals, but not so much about the restaurant brand and popularity, which is why some small restaurant brands are favored.
2, emphasize the taste of self, pay attention to all-round consumer experience
After 80 and 90, due to the strong self-awareness, I like to follow my self-identity and preferences in terms of food and beverage consumption. They believe that eating out is not only a reward for themselves, but also an improvement in the quality of life. They emphasize self-taste and focus on a full-scale dining experience. That is to say, in order to attract this group, the restaurant should pay attention to the dining environment, service features and feelings stories in addition to the taste, price, promotion and other aspects.
3. Strong dependence on Internet services
80, 90 young people are born in the Internet era, and have strong dependence on the Internet. Especially after the 90s, it is also known as the "indigenous people" of the Internet, and the Internet time is significantly longer than other age groups. Nowadays, with the rapid development of Internet technology, the "Internet +" thinking has continuously changed the traditional catering service and consumption model. O2O catering has received extensive attention. After 80 and 90, it has become the main consumer group for catering group purchase and take-away.
At the same time, because the Internet has become the main social mode after 80s and 90s, coupled with their strong group consciousness and willing to share this personality trait, QQ circle, blog circle, WeChat circle and other circles have become the main place for them to share their dining experience. They are also willing to accept the experience of others as a basis for consumption, which in turn affects the insiders and forms a word of mouth.
Consumer groups are getting younger and younger, how should business operators carry out corresponding operational innovations? Below, Xiao Bian will take the queuing network's “Gathering Foods and Members Marketing†as an example to talk about how to innovate and operate the business and acquire and maintain new consumers.
Member rights building: innovative rights, successfully attracted 80, 90
In view of the consumer psychology and characteristics of the restaurant and the food after the 80s and 90s, the food and the consumption characteristics of the restaurant and the meal are the first innovation in the first part of the operation. In addition to membership discounts, reimbursement cashbacks, card-issuing rewards, and point redemption, the most important feature is the ability to customize innovative rights based on merchant requirements and restaurant operations strategies, and provide professional member marketing services based on merchant marketing needs. This means that merchants can innovate their interests according to specific situations to attract mainstream consumers.
Member accumulation: Open online and offline data, change members after 80, 90 seconds
In view of the strong dependence on Internet services after 80 and 90, and the willingness to share social consumption through the Internet, the most concise and effective way for businesses to accumulate more members is to share and spread through this mainstream group. In the accumulation of members, member marketing attracts not only the card-rewarding, attention-reward and other novel features, but also the shoppers and customers to become members, and through the bargaining, sharing, and popularity, 100+ mainstream social networking The interactive method stimulates members to share and spread after 80 and 90, and continuously explores the resources of members' friends in the form of social fission. One pass ten, ten pass hundred, the store online minutes to absorb powder, 80, 90 seconds to become a member.
Member maintenance: Big data precision marketing, 80, 90 after Chengzhong powder
In view of the emphasis on self-satisfaction after 80 and 90, and focusing on the consumption characteristics of all-round consumer experience, accurate marketing based on their preferences is the most attractive to them and allows them to make secondary consumption. In the maintenance of members, the member marketing analyzes the consumption data of the consumer groups after 80 and 90, and then depicts the portraits of the group of consumers, including consumption levels, consumption frequency, consumption habits, consumption preferences, consumption tastes, etc. It is divided into six categories of members to provide data support for precision maintenance. At the same time, according to the different attributes and marketing purposes of the six categories of members, adopt a targeted marketing strategy, supplemented by the theme of packaging such as membership day, welfare day and hot issues and other creative mix, activate, promote, stimulate member consumption, at a low cost 80 After 90, young members are efficiently converted into business turnover.
Juyihui•Membership Marketing is a set of precision marketing system based on big data analysis and based on member classification. It is a powerful weapon for merchants to attract young consumers and increase their turnover. In the future, restaurants should operate innovate to meet the consumption needs of mainstream consumer groups, and more need to rely on management systems such as Juhuihui and membership marketing.
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