DQ、 Great John Brut Eatery Yuepu Canteen, Three Ways to Sichuan, Little Gold Yaju... These popular chain food brands are backed by CFB Group, the leader of the domestic catering industry.
CFB Group has more than 1300 stores nationwide, Maintain single store revenue high speed increase 。 They also run a very successful community with an interaction rate of 97%, Transactions within the community The customer price is three times that of offline stores. Digital power has improved the operating efficiency of more than 1300 stores 。
CFB's community story should start from 2020.
During the special period, the store was closed, and the ice products were overstocked in the store, which was about to be scrapped. But just at this time, some store managers found that consumers at home were also thinking about cakes, ice cream and other delicacies, and even through WeChat groups, they found store managers around to discuss buying. As a result, many stores began to spontaneously establish some community group buying groups, and store managers and clerks came to deliver goods to customers themselves. Many customers will introduce their relatives and friends to the group after buying. This innovative measure was quickly recognized by consumers, In just two months, DQ has accumulated more than 100000 fans nationwide, We passed the most difficult period and continued to operate these communities after the epidemic. However, with the gradual recovery of offline store business, will the online community gradually become desolate? CFB's experience is to give fans a continuous "fresh feeling", try new activities and products, and keep the community active. They launched a lot of community activities, in addition to coupons, group competition, time limited second killing, sign in points and other common play methods, DQ will also design some innovative games, such as fishing on Friday, The store manager of DQ will launch a puzzle game to let community fans see the pictures and guess which ice cream is DQ's online celebrity product portfolio Unicorn. Innovate the way to play, let fans have fun, and let the new products penetrate the hearts of people.
In addition to activities, it is more important to constantly introduce products that bring freshness to customers, The product categories promoted by online communities are distinguished from offline stores. For example, customers buy more classic "Blizzard" ice cream in offline stores, but Blizzard is suitable for immediate consumption, so, DQ online community will recommend more ice cream cake, barreled ice cream, 3D crisp planet and other categories, It is suitable for birthday gifts, company group building afternoon tea and online sales. Every time a new product is released, the store will immediately send posters, promotional activities, etc. to the community, You can taste new tastes faster than in the store, and the price is more favorable. New categories and attractive benefits have increased the stickiness and repurchase of community fans. Finally, in order to encourage store managers of each store to manage their own community well and encourage online transactions through WeChat, the headquarters will also provide a certain percentage of commission for store managers. In this way, the store will not regard the community as a burden, but as a powerful complement to the store business, and the community's activity and performance will grow. Through the ice cream cake category promoted by the community, an additional 5% performance growth was brought to the whole brand.
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With the continuous operation of online communities, the pressure of front-line store managers and clerks has also increased: both stores and online businesses should be considered. New problems arise, How to help store partners reduce their burden? CFB Group found that there are many functions in WeChat, which can help store managers easily manage communities. For new products, promotional information, etc., the headquarters will use the "group sending assistant" function of WeChat in advance, Sort out all the product links, copybooks, pictures and other materials - DQ has more than 20 ice creams every month, and all kinds of food products are constantly changing and updating. What tastes are there in the season, which new products are promoted today, and attach the small program links, so fans can directly place orders. So, When the front-line store managers and clerks are too busy, there are ready copies and materials that can be sent by one click.
For various questions that customers often ask, Such as raw materials, sweetness, customization, etc, The headquarters will set the corresponding answer in the "quick reply", and the store manager can reply to the customer with one click, You can also add your own quick replies to provide better services for community fans. For personalized recommendation and sales of fan groups in each store, The headquarters also encourages the store managers of each store to do different activities according to the weather in different regions and the inventory in the store. For example, when the weather is hot, stores will push more classic ice-cream, and when the weather is cold, they will push more cakes. The store will also arrange single store promotion activities according to the product inventory and the best taste period. by It reduces the difficulty of editing personalized recommendations, CFB headquarters has set up a database of community activity materials using the WeChat WeChat WeChat "shared space" of enterprises, There are pictures, posters and photos of each ice cream product. When the store managers all over the country need them, they can search in the library directly, forward them to the group directly, or adapt them for use. Han Xiaojing, the head of CFB's operations, specially showed us the "shared space" of the enterprise's WeChat and WeChat disks. WeChat disk is the cloud disk that comes with WeChat, which is on the "workbench" of WeChat The headquarters uploads image and text introduction, posters and other materials to the microdisk, and classifies them into categories, with good names for easy searching; Store managers across the country can open their own WeChat enterprise WeChat to view and download WeChat, instead of searching in groups and mobile phone albums every time they want to find a product photo. Moreover, the uploading and downloading speed of WeChat's WeChat disk is very fast, and the file can be searched by keywords. The pictures and posters needed by the store manager can always be quickly found, downloaded, and sent to consumers with one click, saving a lot of time and energy.
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"Our business depends on the strength of our store partners all over the country." ， Han Xiaojing, head of CFB user operations, told us. Therefore, CFB headquarters also values the feedback and suggestions from stores. Store managers from all over the country are all in the enterprise WeChat group, which is very active: The principals of each store will share with each other the local business situation, the market acceptance of new products, and whether the new marketing activities are lively The headquarters cares about the store partners, not only listening to everyone's voice in the group, but also actively collecting the feedback of the store manager, such as whether the new activity mechanism is appropriate, and whether there are suggestions for improving the daily clocking activities of the fan community. Previously, the headquarters had to ask questions in the group if it wanted to know the situation of stores nationwide and the feedback of store managers, Which store manager just saw it and replied. Some store managers were busy at that time, and when they read their mobile phones, the messages were flashed. Sometimes they had to send personal letters to the store manager, call the store manager, collect suggestions, and then compile the feedback of the store managers into a form. It was very troublesome. Later, they found that the "collection form" of enterprise WeChat was very useful: It was launched in the national store manager group. Simple multiple-choice questions can be ticked directly for voting. For those who need to fill in suggestions, they can also put the collection form on the top of the group news, or put it in the group announcement. The most important thing is that after the store managers fill in the form, the collection form can be automatically counted into a form that directly presents the results of the collection without special pasting.
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For suggestions that have not been collected or are not convenient for communication in the group, CFB also set up a colleague post bar of "Tencent Joyshare" in enterprise WeChat ， The store managers can post and share any questions, suggestions and experiences. For example, some store managers think it is too easy for customers in the group to sign in and get coupons, and they can get large coupons at random... Other store managers will also discuss in the comment area. Once, a store manager encountered the problem of withdrawing income ——How could the transaction income of the community not be mentioned? He immediately posted a post on Lexiang for help, and the head of the headquarters would also reply and solve it in time: because the system is being maintained, when will it return to normal. The progress of follow-up solutions was also synchronized with the store manager in the post. Without these feedback channels, when the store partners encountered problems in the past, they did not know how to report them to the headquarters, who would follow up on them, and whether they were solving them, which inevitably led to anxiety and speculation. For the headquarters, it is difficult to implement the strategies and activity plans formulated without listening to the suggestions from the front line. Through the enjoyment of enterprise WeChat, these timely and sincere dialogues and discussions have become the best care and support given by the headquarters to stores 。
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CFB headquarters not only focuses on the current business of the store manager, but also spares no effort to help the store manager grow to meet future challenges. For chain catering brands, the training of the headquarters in the past was to invite store managers from all over the country to visit and study in the headquarters for several days. But now, There are endless new games in the store. The rhythm of centralized training once every six months to a year will make the brand unable to keep up with the market changes 。 To this end, CFB began to organize live training through enterprise WeChat, so that store managers across the country could easily participate in learning and discussion when picking up their mobile phones, More frequent regular training, so that everyone can always receive the latest business skills. In addition, don't worry about time arrangement and missed valuable learning opportunities, because enterprise WeChat live broadcast can be played back at any time. The training at the headquarters is very popular, and more than 800 store managers actively participate in each training. The training content is not only one-way propaganda of the headquarters, but also actively invites the store manager to ask questions and interact. Store managers all over the country listen to the professional community experience sharing and valuable industry experience of the headquarters, and can also discuss and solve problems together to stimulate each other's potential 。 Except ice cream, CFB has also opened more than 30 image stores across the country: flagship stores with star theme, interstellar agent theme stores, pet theme co branded stores... so that fans can resonate with different hobbies and lifestyles while tasting ice cream in the stores.
In addition to the decoration, which is different from ordinary stores, the headquarters will also design theme activities for image stores every two months, which is a huge and complex work: The Marketing and Marketing Development Department is responsible for marketing planning, and the Retail Marketing and Beautifying Construction Department is responsible for beautify The operation department is responsible for the implementation of scene display and design of promotional materials, and also depends on the implementation of the district manager and front-line store manager in the area where the image store is located. During the implementation of theme activities, the design scheme of the headquarters is often encountered, which is inconsistent with the actual situation on site. In the past, when the front line store manager got the plan and found problems, he had to report them layer by layer and communicate repeatedly. Now, the headquarters will organize a meeting with the operation director, designer and colleagues in the regional stores to discuss. Communicate and discuss through the "online conference" of enterprise WeChat. At the meeting, the effect picture of decoration can be projected on the screen, and people can communicate and comment on a piece of material, or open the camera to confirm the specific situation of the site on the spot. When it comes to the details of store decoration and layout, as well as matters needing attention during the event, the cloud recording function can also be enabled. The key points discussed by everyone can still be viewed after the meeting.
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Behind the high-quality service and popular stores is team cooperation, which needs to be supported by efficiency. Enterprise WeChat not only helps CFB Group connect customers and operate business, but also has rich integrated office functions, including online meetings, online documents, enterprise microdisks, etc., to help CFB improve efficiency and provide support for quality services.
The catering and food industry is the most popular in the world. The recognition and love of consumers are crucial. From foreign DQ and Bang John to local brands Brut Eatery Yuepu Canteen, etc ， CFB Group connects consumers digitally to build trust and stickiness between every brand and store and fans; Internally, through the efficient office tools of enterprise WeChat, we can improve the efficiency of store managers and communities across the country, and quickly collect front-line feedback, so that digital tools can be constantly used and truly benefit stores 。
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