Why do some merchants have a steady stream of orders, while some merchants have orders that are only in single digits? How can we quickly light up the score, and how should the privileges of the new stores be used to be more effective? These questions that linger in the minds of new merchants are becoming more urgent as more and more catering "whites" join. Meituan's takeaway data shows that nearly 7 percent of new merchants are novices in takeaway. In order to help "Xiaobai" get started quickly, Meituan Takeaway has recently upgraded its "New Store Growth Plan" to help new merchants operate through measures such as stage task guidance, order target incentives, and BD refined guidance.
The relevant person in charge of Meituan Takeaway said that for novice merchants, the operation situation in the first 30 days after the launch directly affects their confidence in opening stores. "We hope that through order target guidance and other methods, merchants can have a clearer understanding of takeaway operations, so as to make adjustments as soon as possible and seize the 30-day golden growth period to achieve growth. At the same time, the platform also provides multiple resource support to help merchants achieve longer-term and sustainable operations. ”
Multiple incentives and guidance for single goals and task punching, novice management "has a direction" and "a path"
As early as March last year, Meituan Takeaway launched a "new store growth plan" for new merchants. The iterative upgrade of the plan aims to make the business operation "have a direction" and "a path" through order goals and task guidance.
On the basis of the original plan, Meituan Takeaway has set different "small goals" for merchants according to their stage, so that merchants have a clearer understanding of the capability requirements of their stage. At the same time, a variety of incentive programs have been launched for high-quality merchants, and if participating merchants reach the corresponding order targets, they can enjoy more additional incentive benefits, such as marketing subsidy returns, traffic support, etc. A local restaurant in Beijing has been operating offline for many years, and just opened a takeaway two months ago, and so far the merchant has received more than 10,000 yuan in marketing subsidies.
In addition, in order to help merchants achieve their order goals, the growth plan iterated the completion standards of more than 10 tasks in the first three major stages, making the goals clearer and easier to understand, and the guidance effect stronger. Through specific task guidance, we help new merchants optimize store infrastructure, effectively improve traffic acquisition and conversion capabilities, and enhance competitiveness. After the new merchant completes the corresponding tasks according to the prompts, they can get the corresponding rights and rewards, including the extension of the new store label, private domain fan base, promotion fee discount, etc.
Pilot data shows that under the "New Store Growth Plan", merchants can complete the first stage task in the first week more than 2 times more than the uncompleted organic exposure, and the order volume is nearly 6 times higher. If you extend the time period to a full month, you can find that the number of orders for merchants who have completed the task is more than 4 times higher than that for the uncompleted task.
New store growth task guide page Courtesy of Meituan
In order to facilitate BD's guidance on the operation of new merchants, Meituan Takeaway has set up a new store operation area in the BD operation background, where BD can clearly see the operation of the new merchants, and help merchants find problems and make adjustments in a timely manner to achieve better business results and maximize profits. In addition, new merchants can also enjoy agency operation services at preferential prices.
Do tasks, use rights, and adjust frequently, and it is not difficult to operate a new store
Xiao Yi, who runs a Huainan beef soup restaurant in a food city in Beijing, went online for takeaway shortly after it opened. Under the guidance of BD Liu Zehui, Xiaoyi opened the new store ranking privilege for the first time, and gradually completed all the tasks of the new store growth plan, and enjoyed the corresponding rights and benefits.
She found that with the blessing of various new store rights, the number of orders has increased significantly. At the same time, the new store growth plan gave guidance on growth actions such as activity adjustment and product setting according to her business situation. "Targeted advice is important for us to better identify gaps and maintain steady growth. ”
Liu Zehui is guiding merchants to look at the background data courtesy of Meituan
Lao Wang's milk tea shop is located in Jianghan Road, the most prosperous business street in the center of Wuhan, surrounded by 60 or 70 large and small milk tea shops, and the average daily orders of the well-run stores are about 50 orders. After joining the new store growth plan, with the help of BD Coco Cai, he quickly achieved an average of 63 orders per day.
Coco Tsai is guiding merchants to view new store growth plans Courtesy of Meituan
According to Coco Cai, on the first day of opening the takeaway, he did a takeaway operation logic training for Lao Wang, reminding him to complete the basic settings such as store decoration first, and help merchants solve various problems in distribution, dining and other links as soon as possible. In the follow-up operation, he guided Lao Wang to complete the tasks of the new store growth plan, gradually opened various new store privileges, and finally realized the exposure and increase of orders.
Source: Strait Net