The epidemic has entered the third year, have you found that our consumption methods are quietly changing: in the past, you went to the vegetable market to buy vegetables, Taobao to buy snacks, and now open the daily excellent fresh, Dingdong to buy vegetables and start to order a single day three meals to solve. After eating, I also want to take photos to share with fans.
The essence of business is to do business, the general environment has changed, whether it is a traditional business body (shopping malls, supermarkets) or Internet e-commerce (Taobao), or self-employed, we must learn to do digital new business in the new business environment, the most important of which is to learn to insight into users.
User insights include five main areas:
First, the "contact- transaction path" has changed in each link
Second, the level of "customer unit price" affects the customer's decision-making cost
Internet companies use the RFF model to classify customers, focusing on developing and retaining customers who have high unit prices.
In the fresh food industry, the unit price of 70 yuan is a capital protection line. During the epidemic period, the average unit price of daily fresh food rose to 120 yuan, and the gross profit margin reached 30% during the period, and the gross profit amount was as high as 36 yuan. There has been a slight pullback after the pandemic, but it is still higher than it was before the pandemic. As a result, Daily Fresh has achieved positive cash flow, which is of great significance for daily fresh business development and capital operation.
Third, "repurchase" has become more important in the Internet era
The business with strong repurchase can bear higher initial customer acquisition costs, and the profits sacrificed for the first time can be made up for the losses by re-purchasing to obtain long-term profits.
For example, McDonald's 16 yuan breakfast monthly card can enjoy a 40% discount on breakfast every day for 30 days, which can be returned to the cost as soon as twice for consumers, and McDonald's's intention to increase repurchase is also very obvious.
Fourth, the "delivery method" is diversified
Whereas previously only customers could pay in-store or online, you can now:
Merchants door-to-door, same-city delivery, remote delivery, take the catering industry as an example to see the impact of delivery method changes on business:
Fifth, "social attributes" make every customer become your brand communicator
If you open a new creative restaurant, in addition to handing out flyers and buying advertisements, you can also use the cameras of good customers to share your home environment and dishes on TA's social platforms, and become your spokesperson.