Wen 丨 Mo Xiaolu, produced 丨 Retail Krypton Planet (ID:LS-KXQ)
Just past the Spring Festival of the Year of the Tiger, semi-finished products and pre-made dishes "C bit debuted".
Dingdong grocery shopping data shows that the sales of prefabricated dishes for the Spring Festival in 2022 increased by more than 3 times year-on-year, 3 million prefabricated dishes were sold in 7 days, the unit price of customers increased by 1 times year-on-year, and the sales volume of high-end prefabricated dishes accounted for as much as 45%.
Ou Houxi, the person in charge of Dingdong's prefabricated dishes, also told "Retail Krypton Planet": "The higher the unit price of the customer, the better the sales during the Spring Festival, and the sales of the prepared dishes exceed expectations." ”
Among them, the highest-selling "money rolling" braised round hoof, under the meaning of the scene and good mouth, has become the final dish on the dinner table of many families Chinese New Year's Eve.
The big sale of pre-made dishes, in addition to the deep ploughing of Dingdong to buy vegetables in products in the past year, this Spring Festival of the Year of the Tiger, Dingdong buys vegetables using Alipay's Wufu IP, through small programs and life number live broadcast to create Wufu Chinese New Year's Eve rice, "tiger cuisine" and other spring festival marketing new offensives, boosting the pre-made dishes deeply rooted in the hearts of the people. It also means that in addition to its own App, Dingdong Has expanded a new position of private domain operation.
01
The 3 million pulling new opportunities behind Foca
Private domain operations have changed from the previous icing on the cake to the standard of today's business increments. Where the user is, the brand and the retailer are going.
However, with the continuous refinement of the crowd circle layer and user scenarios, the traffic position has also been continuously subdivided. In this process, retailers need to lay out business in different traffic positions and seize various new opportunities for precipitating users.
In the Spring Festival of the Year of the Tiger, with the official opening of Wufu, the Spring Festival IP that was born for seven years, merchants issued Fu cards to consumers, and a new private domain opportunity was magnified.
It should be known that the collection of five blessings during the Spring Festival every year has become a new "New Year custom". The data shows that in the past 6 years, the cumulative number of people participating in the collection of "five blessings" has exceeded 700 million, and 1 in every 2 Chinese has participated in the blessing sweeping activities.
In the face of more than 700 million Alipay public domain traffic, coupled with the Fact That the Spring Festival has always been the most important marketing node in the consumer market, brands and retailers are scrambling to seize such new opportunities. Alipay data shows that in 2022, more than 1,000 merchants participated in the issuance of Fu cards in Wufu marketing.
For example, Dingdong Buy Food takes the issuance of customized Fu cards and the "Wufu Chinese New Year's Eve Meal" launched on the same day as the starting point, and builds a new starting point for private domain operation in Alipay.
On the one hand, Dingdong Grocery Shopping uses Fuka as a point of interest to attract new users and cultivate the habit of users to visit Dingdong Grocery Shopping Mini Program. During the Five Blessings period, users can enter the Dingdong Grocery Shopping Alipay Mini Program to get the Fu card issued by the brand.
According to the official disclosure, throughout the Fuka activity, Dingdong Buy Food issued 3 million Fu Cards, driving the number of visits to Dingdong Buy Food Mini Programs to increase by dozens of times year-on-year, converting Alipay's Wufu users into their own Mini Program users, and realizing the new one from the platform public domain.
On the other hand, Dingdong Buy Food uses multi-channel contacts inside and outside the station to issue coupons "two-pronged" to carry out user conversion and retention. After cooperating with the well-known up masters of Station B, Weibo KOLs, and Douyin head masters to increase the exposure of tiger dishes and 50% off Chinese New Year's Eve rice, Dingdong Buy Vegetables broadcast the teaching of Shanghai Auntie Chinese New Year's Eve Meal on Alipay Life, randomly "dropped" 50% off coupons and no threshold coupons, and converted while live broadcasting, triggering more than 20,000 people to watch.
Li Yiran, deputy director of Dingdong Food BuyIng Operations, revealed to "Retail Krypton Planet" that during the event, the whole network has exposed hundreds of millions of times for "tiger cuisine", promoting sales growth of 300%.
The data of the live broadcast also exceeded expectations: the cumulative number of viewers of the live broadcast was 4W, the exposure of goods was 3.3W times, and the overall write-off rate of coupons was also higher than expected. Li Yiran said, "Dingdong buys vegetables to plan the live broadcast in the life number, and promote the formation of an effective operation closed loop."
The Chinese New Year's Eve rice pre-made dish set on the Alipay Mini Program was all sold out in only two days after it was launched, and the food related to the pre-made dish increased by more than 400% year-on-year.
02
The private domain closed loop in Alipay
The sweetness that Dingdong buys vegetables on Alipay through the use of Wufu is that in the past year, with a keen sense of smell, it has carried out a private domain layout on Alipay - in addition to its own App and WeChat, Alipay is a new platform that Dingdong buys vegetables to focus on in 2021.
In July 2020, Dingdong Buy Vegetables entered the Alipay Mini Program. Since then, he has been actively participating in platform activities, accurately pulling new traffic with the help of Alipay public domain traffic, and forming a self-operating private domain closed-loop link in Alipay:
1. Participate in platform activities to pull new and achieve cold start;
2. With the help of search, collection, content marketing and other scenarios to continue to reach users, and precipitated in the two major positions of Mini Program and Life Number;
3. Push messages, coupons, membership points and other marketing tools to do refined in-depth operation, improve the repurchase rate, and let users become regular customers;
4. With the help of new specific scenarios such as Wufu IP, build new user needs, enhance user awareness and reach.
"Only continuous user reach can cultivate users' consumption habits," Li Yiran said, "Alipay Mini Program has good reach channels, rich operation scenarios, and provides a new grip for Dingdong to buy vegetables." ”
In the six months of entering Alipay, Dingdong Has achieved a 73% increase in monthly transaction orders, an increase of more than 50% in transaction users, and a user repurchase rate of more than 40%.
In the Spring Festival of 2022, with the help of Alipay's Wufu IP marketing, Dingdong Buy Vegetables has taken advantage of the opportunity to consolidate a round of accurate user contact, precipitation and conversion of the closed loop.
With Wufu IP as the breaking point, the private domain operation space released by Alipay to merchants is also huge.
In addition to the past year, Alipay has opened up a series of public domain traffic, self-operation links and tool resources to help merchants do a good job of private domain precipitation, and during the Spring Festival of the Year of the Tiger, Wufu IP has opened up the operation ability from traffic radiation to tool assistance to merchants, bringing a high degree of freedom to the private domain operation of merchants.
For example, dingdong buys vegetables, when the user enters the mini program to receive the fu card, it adds the action of issuing coupons and guiding the user to recharge, so as to form user stickiness. This kind of "opening up" that allows merchants to participate in depth has an immediate effect on the private domain precipitation and business transformation of merchants.
For Alipay itself, this is also a new opportunity to create a better service ecosystem: only the greater the development space that merchants have on Alipay, the stronger the attractiveness and service capabilities of the platform to merchants and consumers.
03
Multi-position refined operation has become the consensus of the retail industry
Today, the first opening of Alipay Wufu IP has verified Alipay's ability to convert platform public domain traffic into merchant private domain users. Merchants who get good results will become more and more inclined to invest in Alipay.
Dingdong said that it will continue to promote Dingdong's own brand in Alipay, choose goods by heart, and expose various resources in alipay stations. Focusing on various scenarios such as sending benefits, opening new year banquets, and renewing homes, we create rich holiday consumption scenes for consumers and accurately drain mini programs. ”
Not only that, but also "on a quarterly basis, we will cooperate with Alipay to link up with the food-related kols outside the station, create a "lazy kitchen" scene to promote semi-finished products of pre-made dishes, and pull new traffic outside the station." ”
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Refined operation has become the consensus of the future development of the retail industry, and for merchants, the focus of business growth is also shifting from focusing on reaching transactions to focusing on the relationship with private domain users. The establishment of a private domain closed loop through a third-party position is a new move for players to expand their attempts like Dingdong to buy vegetables.
In Li Yiran's view, convenient services can catch users, "to be closer to users, so that users can easily find our services." This can reduce channel costs, and the other is to provide users with a better experience. "Third-party ecosystems like Alipay have unique capabilities and advantages that can be effectively utilized by brands and retailers to enhance operational capabilities, reduce business risks, and expand business scale."
This is also why Dingdong Grocery Shopping will be very determined to increase investment in third-party positions in 2022, providing users with better quality and more accessible services, so as to achieve high-quality growth.
The wave of private domains will further surge, it is difficult to rely on "single-handedness" to capture diversified consumer demand of businesses, infiltrate into every place and scene where consumers are located, grasp every wave of traffic, turn consumers captured by quality services into loyal fans, and achieve business growth, which is the basic skill that brands and retail must cultivate in the future.